Marketing Analysis Essays (Examples)

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Marketing Decisions and Strategies Embraced

Words: 1836 Length: 6 Pages Document Type: Essay Paper #: 8489814

This he can do by engaging in extensive advertising, public relations, sales promotion, personal selling, internet marketing, and sponsorship. Depending on the resources available, the client can use any form of mass media that is within his means. He can also go for the services of public relation companies to obtain favorable publicity within the media. The client can also make use of money off coupons or special offers to increase sales volumes in short-term. Internet marketing techniques like social media and videos on demand can also come in handy (Chaffey, 2007). Message strategy should be well thought out. The message should reinforce the benefit of that product (Schultz & Dev, 2005).

2.1.4 Place Strategy

This stands for ways by which goods are transported from the client to the end users. The client has to ensure that goods reach the market when they are still in good condition failure to…… [Read More]


Beamish, K., & Ashford, R. (2007). Marketing planning 2007-2008. New York: Elsevier.

Chaffey, D. (2007). E-business and e-commerce management: strategy, implementation and Practice. New York: Pearson Education.

Christensen, C.M. (1997). The innovator's dilemma: when new technologies cause great firms to fail. Boston, Massachusetts: Harvard Business School Press.

Galavan, R., Murray, J., & Markides, C. (2008). Strategy, innovation, and change: challenges for management. Oxford: Oxford University Press U.S..
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Marketing Myopia of the Many

Words: 1230 Length: 4 Pages Document Type: Essay Paper #: 69405473

The essence of any successful entrepreneurial strategy is in creating significant value for the customer (Drucker, 1985). Microsoft needs to shift towards a more open API-based product strategy that allows for more rapid innovation from hardware and services partners both. This direction alone will help Microsoft to compete more effectively over the long-term, by giving them the ability to compete for precious developer resources and times with partners and service providers.

Second, Microsoft needs to think more about their phone strategy from the standpoint of how they can create the smartphone of the future as a computing platform. One of the best strategies for accomplishing this is to concentrate on having their operating systems be more oriented towards creating a technology-agnostic platform for social media websites and applications. The advent of social media websites have given every customer a much greater level of communication and clarity, so much so that…… [Read More]


Apple, Investor Relations (2013). Investor Relations. Retrieved April 18, 2013 from Apple Investor Relations and Filings with the SEC Web site:

Andrus, R.R., & Reinmuth, J.E. (1979). Avoiding research myopia in marketing analysis. Business Horizons, 22(3), 55-55.

Ataman, M.B., Van Heerde, H.,J., & Mela, C.F. (2010). The long-term effect of marketing strategy on brand sales. JMR, Journal of Marketing Research, 47(5), 866.

Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
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Marketing Definition of Marketing the

Words: 1066 Length: 3 Pages Document Type: Essay Paper #: 63701638

An excellent company will also put marketing at the very center of its operations and direction; marketing will become a catalyst of overall market growth.

With the rapid adoption of social networks, marketing is increasingly multi-channel and relationship based, far exceeding the constraints of the initial 4Ps as a result (Mint, 2010). The use of social networks to create customer loyalty by listening more accurately and responding faster to customer needs is also a critical catalyst of change in this field (Bernoff, Li, 2008). In short, marketing is going through a metamorphosis, which will see it eventually become more focused on being real for the customer and making the entire organization align to their needs and expectations.

Marketing will also become more focused on analytics and metrics of performance as all digital channels can be easily measured and quantified in terms of performance. The rise of all forms of marketing…… [Read More]


Arussy, L.. (2010, August). When Customer Experience Matters Most. Customer Relationship Management, 14(8), 8. Link: -- 68542.aspx

Lior Arussy. (2005, March). Congratulations, You Are at Par: THE NEW FOUR Ps. Customer Relationship Management, 9(3), 48-49. Link:

Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42. Link: 

Ellen Byron. (2010, October 21). P&G Puts Spotlight on Newer Products. Wall Street Journal (Eastern Edition), p. B.1. Link:
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Marketing Sony Case Study What

Words: 661 Length: 2 Pages Document Type: Essay Paper #: 84265274

Successful marketing strategies are done in order to create a desire for a product. A marketer needs to understand what the consumer likes and what they dislike. They must also know what information will convince consumers to buy their product, and whom and what consumers perceive as a credible sources of information. "Some marketing strategies use fictional characters, celebrities, or experts (such as doctors) to sell products, while other strategies use specific statements or "health claims" that state the benefits of using a particular product or eating a particular food" (Marketing Strategies 2008).

Sony needs to make sure that it has done a market analysis to make sure that they are producing the products that its customers want. They want to make sure that they are producing the right product for the right people. Then they need to make sure that they create a need for that product by using…… [Read More]


Kotler, P & Keller, K 2008, Marketing Management, 13th edn, Prentice Hall, New Jersey.

Marketing Strategies, 2008, Advameg viewed 15 June 2009, < >

McNamara, Carter, 2009, All About Marketing, Free Management Library, viewed 15 June 2009,
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Marketing and Promotion Venture for Gillette in Argentina

Words: 2030 Length: 7 Pages Document Type: Essay Paper #: 98595737

Gillette Shaving Marketing Plan Argentina!!! This project introducing Gillette shaving Argentina Market. We a group a huge project Market Analysis Plan Argentina Specific.


Marketing refers to the concept of identifying, anticipating, and implementing a plan that satisfies consumer demand for a particular product or service. The essence of marketing is to ensure that a product being offered in the market gains enough popularity and acceptance by customers to make profits . The two main aspects of a marketing plan are to identify customer needs, requirements, and formulation of a stipulated matrix that shows how such demand will be met and over what period of time. Marketing analysis is therefore the process where the necessary conditions for a marketing decision to be made are explored. The aspects of decision making include gathering and recording the necessary information about the market, the product, consumers and competition in a logical and…… [Read More]

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Using Marketing Research to Formulate Key Market Plan Portions

Words: 1301 Length: 5 Pages Document Type: Essay Paper #: 80464523

Marketing -- Distribution and Marketing Planning -- Samsung Galaxy Mini S

esults from the first 3 Modules now allow analysis of their information and development of some final marketing plan elements. Samsung's global position as a technological innovator, extensive distribution channels and significant resources allow an ambitious plan of near-saturation that should capture a significant portion of the target market. The 18- to 44-year-old smartphone-owning early adopters should readily encounter our marketing efforts and a significant number of those targeted consumers are expected to purchase and benefit from the Samsung Galaxy Mini S.

Issues Analysis

Given the complete marketing analysis, the key issues that must be understood by the company in trying to sell the Samsung Galaxy Mini S are:

Organizational esources (Perner, n.d.): commonly known as the five "M's: Men (meaning labor); Money (meaning finances); Machinery (meaning equipment); Minutes (meaning time); and Materials (consisting of production factors) (Friesner, 2014).…… [Read More]


Apple, Inc. (2014). iPad Air. Retrieved October 14, 2014 from Web site:

Epstein, Z. (2013, October 17). How big is Samsung? Retrieved October 14, 2014 from Web site: 

Friesner, T. (2014, May 8). Marketing Audit - Marketing Teacher. Retrieved October 14, 2014 from Web site: 

Perner, L. (n.d.). Integrated marketing communication - Introduction to Marketing. Retrieved October 14, 2014 from Web site:
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Marketing Plan Name Location Nature the Business

Words: 975 Length: 3 Pages Document Type: Essay Paper #: 31928662

Marketing Plan

Name, Location, Nature

The business will be a food truck specializing in chicken and waffles. It will be called Big Mabel's Chicken & Waffles, the namesake being a fictional grandmother who, according to the marketing myth, developed the recipes. The food truck will have a number of different locations, which is normal in the business. The city will license out specific spaces and times for the truck, generally when those areas have high traffic. The business model is especially suited for areas where traffic is high only during a few hours of the day, so lunch time near construction sites, by the stadium on game night, or in a bar district on weekend evenings. The kitchen is tiny, so the choice of food will be limited to chicken and waffles, which is a classic American dish.

Customer Analysis

There are a number of potential customers. These will differ…… [Read More]


Christ, Paul (2011). Principles of Marketing. Available December 3, 2012, at

Marketing Power Dictionary (2011). American Marketing Association.. Available December 3, 2012 at

Marketing Made Simple. (n.d.). Available December 3, 2012 at.
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Marketing Procedures for Volvo's S60 Model Market

Words: 1252 Length: 4 Pages Document Type: Essay Paper #: 9932923


Market Analysis for the Volvo S60

Market Analysis for the Volvo S60

Company profile

Volvo, a Swedish-based car production company, stands out as the leading manufacturer of premium cars. The company produces luxury cars with the vision to provide to the world the most luxurious desired automobile. The company's mission entails providing the world's most exciting and safest cars for the modern families. By extension company seeks to increase shareholders values.


Good heritage

Firm trust in their brands

Accredited environmentally friendly production process and use

High regard for safety

Quality Customizations

Good relations with the customer that achieves development of products related to customer preferences


The company following a change of guard seems to have confusion with identifying itself in the market

The products under the company logo appear costly compared other products in the market

Limited market shares and penetration

Strict…… [Read More]


Grant, R.M. (2010). Contemporary Strategy Analysis, 7th Edition. New York: John Wiley and Sons.

Jan, T.S., & Hsiao, C.T. (2004). A Four-Role Model of the Automotive Industry Development in Developing Countries: A Case in Taiwan. The Journal of the Operational Research Society, 55(11), 110-118.

Trout. J. (2004). Trout on Strategy. New York: McGraw-Hill.
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Marketing Management This Report Will Be a

Words: 2446 Length: 8 Pages Document Type: Essay Paper #: 61485117

Marketing Management

This report will be a thorough analysis of a chosen marketing management problems. In this report, the approach taken will include thorough analysis of a total of five recent studies. The thematic marketing management problem studied here will be the impact that the ethical standards can have on the entire marketing management structure. The studies chosen will be studies from five different perspectives i.e. The background of the studies will be provided followed by the research issues that the papers identified, the theories used in the papers, the primary findings of the papers and the implications that they for the current marketers. The report will end with a comprehensive and analytical conclusion.

Background of the Papers

There is a growing trend of hiring African-American graduates in the marketing sectors within the United States. In a recent study conducted by Malinowski and Berger (2010) we see that there is…… [Read More]


Amine, M.A., Chakor, A. And Alaoui, M.A. (2012). Ethics, Relationship Marketing and Corporate Performance: Theoretical Analysis through the Mediating Variables. International Business Research, 5. 8: 68-84.

Becker, B.W. And Kaldenberg, D.O. (1992), Advertising and the Dental Profession: Retrospective and Prospective, Journal of Alabama Dental Association, 76(3): 20-3, 26-9.

Freud, S. (1905, 1960) Jokes and their relation to the unconscious. Standard Edition, 8. London: Hogarth Press.

Gibbs, P. And Ilkan, M. (2008). The ethics of marketing in Islamic and Christian communities: Insights for global marketing. Cross Cultural Management, 15. 2: 162-175.
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Marketing and the Competitive Environment Marketing Objectives

Words: 1647 Length: 4 Pages Document Type: Essay Paper #: 17351833

Marketing and the Competitive Environment

Marketing objectives and approaches

Marketing focuses on the identification of the needs of the customers and working towards meeting these needs. Marketing activities involves primarily looking out for the customers needs and ensure that they convince the customers the business offers what will meet their particular needs and wants. The main objective of marketing is to ensure that the company promoters the idea that it offers the right product at an appropriate price, where they are needed and with the use of appropriate promotions. Marketing ensures that the benefits of the product are made known and not just the particular feature of what is being sold. For instance, a company can use an advertisement in the media to showcase the prices of the items they are offering. Another aim of marketing is to ensure that there is a barrier of entry by competitors.

Marketing objectives…… [Read More]


Management study guide. (2012).Tools of Promotion - Advertising, Sales Promotion, Public

Relation & Direct Marketing. Retrieved April 23, 2013 from 

Miranda, K. (2012). Product Placement Strategies. Retrieved April 23, 2013 from 

Samuels, D. (2010) Marketing Aims and objectives. Retrieved April 23, 2013 from
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Marketing Mix Analysis of the

Words: 1730 Length: 4 Pages Document Type: Essay Paper #: 14211033

Brand equity of trusted advisor for CM application delivery.

Source: Framework based on the concepts presented in (Yoo, Donthu, Lee, 2000)


Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management eview, 54(2), 43-57.

Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213.

Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software. The Journal of Systems and Software, 7(3), 207-207.

Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing, 3(3), 177-185. D

Katzmarzik, a. (2011). Product differentiation for software-as-a-service providers. Business & Information Systems Engineering, 3(1), 1-31.

Joseph, J.V. (2009). econciling marketing vs. branding return on investment. ochester, ochester, NY.

Yoo, B.,…… [Read More]


Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management Review, 54(2), 43-57.

Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213.

Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software. The Journal of Systems and Software, 7(3), 207-207.

Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing, 3(3), 177-185. D
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Marketing Challenge the Primary Marketing Challenge at

Words: 1968 Length: 7 Pages Document Type: Essay Paper #: 49546183

Marketing Challenge

The primary marketing challenge at Flare Fragrances is to develop an appropriate and competitive marketing strategy for the new Savvy brand to be launched in 2009. The specific issues in this challenge include the question of whether to launch Savvy in the first place, whether to distribute it through conventional or through new channels, and whether to associate it with the Loveliest umbrella brand or to give it a separate identity.

The industry is experiencing a decline because of the economic crisis and sales at Flare Fragrances grew by only 2% in 2008 although overall performance was average given the economic challenges. Improving performance in the coming years will require a significant improvement in sales, either through existing or new products. Advertising expenditure is also a major question to be addressed. A major competitor, Aromatique, plans to introduce Dulcet, a product similar to Savvy for the same target…… [Read More]

Works Cited

IFRA. Women's Fragrance Catgeories. Accessed 29 April 2012

Morgan, Spencer. Scent Branding Sweeps the Fragrance Industry. Business Week, 16 June. 2010. Accessed 29 April 2012

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Marketing Information System This Is a Type

Words: 1408 Length: 4 Pages Document Type: Essay Paper #: 94764540

Marketing Information System

This is a type of management information system that is designed for supporting the process of marketing decision making. This is a system which is planed and entails the collection, processing, storage and dissemination of data in information form required in carrying out management is also termed as a system made up of people, equipment and procedure which are used in gathering, sorting, analyzing, evaluating and distribution of data to managers according to the required informational needs regularly. There are four main components of marketing information system these are internal records which gives reliable inside information of an organization; marketing intelligence that gives information collected from external sources; marketing research for solving marketing problems in an organization and marketing decision support system comprise of tools that assist managers in data analysis hence better decision making. The marketing decision support system enables marketers to get the information…… [Read More]


Johnson, R. (2011).The 8 different pricing objectives. Retrieved June 26, 2013 from

Opdenakker, R. (2006). Forum; Qualitative social research. Advantages and Disadvantages of Four Interview Techniques in Qualitative Research. Volume 7, No. 4, Art. 11. Retrieved June 26, 2013 from

Price, R. (2010). The Basic Steps of the Marketing Research Process. Retrieved June 26, 2013 from
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Marketing Information System Is a Management Information

Words: 1482 Length: 4 Pages Document Type: Essay Paper #: 18892426

Marketing Information system is a management information system that supports decision making processes in marketing (Kotler & Keller, 2006). Marketing data is gathered, stored, and analyzed within this system and distributed on timely basis to managers to enhance decision making processes (Kotler, 1988). It is a continuing and an interactive structure of people, equipment and procedures to gather information that is used in decision making processes in an organization. The major components of management information system are internal reporting systems, marketing research system, marketing intelligence system, and marketing models. Information touching on finances, production, manpower, marketing, stockholding, and logistical data are normally stored in marketing information system. Orders received, stockholdings and sales are also stored in the marketing information system. Other than the above named information, marketers can also get information related to product type, size, and pack by territory, type of account, industry, and customer; average value and volume…… [Read More]

References List

Anonymous (2011). Marketing. Retrieved from

Doherty, M. (1994) Probability vs. Non-Probability Sampling in Sample Surveys. The New

Zealand Statistics, 21-28.

Jeff Anderson Consulting (2013). Interviewing and Research Methods. Retrieved
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Marketing Dollar Scan Triad Dollar

Words: 2159 Length: 8 Pages Document Type: Essay Paper #: 84488642


Standad maketing follow-up pocesses will be used to detemine whethe each taget maket undestood the specific content and context of the maketing communications initiatives diected to them. Suveys will addess the extent to which the intended messages managed to communicate the intended messages effectively and whethe those audiences made puchasing decisions based on the claity and effectiveness of those messages.


Standad maketing follow-up pocesses will be used to detemine how well customes believe the sevice met thei specific needs and expectations pospectively. Suveys will addess the extent to which the sevices they puchased met thei expectations and povided the benefits pomised and desied. Those mechanisms will also be used to collect infomation petaining to any desied changes o pefeences of customes in connection with thei futue patonage. Sevice packages, picing, and maketing changes will eflect the analysis of those data.


Standad maketing follow-up pocesses will be used…… [Read More]

references of customers in connection with their future patronage. Service packages, pricing, and marketing changes will reflect the analysis of those data.


Standard marketing follow-up processes will be used to determine how well customers remembered the specific messages in marketing campaigns and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to achieve the necessary retention to generate sales of services.


Standard marketing follow-up processes will be used to determine the extent to which specific elements of messages in marketing campaigns motivated their eventual decision to purchase the product and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to inspire prospective customers to make follow-up inquiries or further consider purchasing the service.
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Marketing in Recent Times People Have Become

Words: 1470 Length: 4 Pages Document Type: Essay Paper #: 86048888


In recent times, people have become more conscious of their health and they are choosing products that are healthy such as organic products. This has also been the case when it comes to organic wines. These wines improve the health of soil and vines at the same time improving the productivity of older vineyards. Organic wines are also beneficial to customers in that the wines are healthy as they contain only a small proportion of preservatives like sulfur which are added to normal wines which cause headaches. This paper will therefore look at the potential marketing landscapes for organic wines. It will also look at micro and macro environmental forces that have an effect on marketing ability of organic wines.

Marketing landscape for organic wines

Marketing involves the understanding of the potential market landscape or market place as well as the needs, demands and wants of the customers, market…… [Read More]


Valenzuela, F. (2000). Understanding the marketplace and the consumers; is your wine giving you a headache?

Zainbooks (2003).Principles of marketing; Marketing microenvironment. Retrieved March 19, 2013, from
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Marketing Development of Beverage Dear Marketing Team

Words: 1334 Length: 4 Pages Document Type: Essay Paper #: 47803758

Marketing Development of Beverage

Dear Marketing Team

ABC Company

Marketing Development of Beverage

As our company is in the process of marketing development of a new beverage, I am determined to have the impressive launch of the product. In this regard, I am analyzing the advertisement strategies of various players in the same industry. This practice is carried out with the perspective of applying the plus points of the advertisement in our advertisement and avoiding the pitfalls. As we have ready samples collected from industry, we can evaluate the effectiveness of advertisement and manage to get the desired results out of it.

In my discussions with people, I got to know that they like advertisement of Coca-Cola. I also felt that Coca-Cola has monopoly in certain areas and people are loyal to it (Mennen, 2010) as their forefathers were also fond of this drink. I searched for the ads of…… [Read More]


Google Images. (2013). Coca Cola. Retrieved from,r:13,s:0,i:184&iact=rc&dur=649&page=1&tbnh=182&tbnw=126&start=0&ndsp=24&tx=74&ty=77

Mennen, M. (2010). An Investigation Into the Role of Emotional Branding in the Cola Market with particular reference to Coca Cola. Germany: GRIN Verlag.

Sengupta, S. (2005). Brand Positioning. New Delhi: Mcgraw Hill Publishing Limited.
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Marketing Co-Branding

Words: 515 Length: 2 Pages Document Type: Essay Paper #: 50297347

Marketing Co-randing

Roadmap of Co-branding Positions and Strategies, the Journal of American Academy of usiness, Cambridge, Vol. 15, Num. 1, September 2009

The delicate balance of managing brand equity across multiple product lines and brands vs. attaining a unified global brand capable of serving as a scalable platform for future growth is explored in Roadmap of Co-branding Positions and Strategies (Chang, 2009). Illustrating how co-branding strategies need to be applied in the correct customer, product, messaging and service context, the author successfully shows how the organizational level of co-branding is just as important as the co-branding type of strategy implemented. Using the example of the HP-Compaq merger as the basis of how to implement enterprise-wide co-branding initiatives, the author shows how this strategy differs significantly from the cooperation-based co-branding of SONY and Ericsson and their many co-development projects in the mobile industry (Chang, 2009). Contrasting these are the department-level coordination…… [Read More]


Chang, W. (2009). Roadmap of Co-Branding Positions and Strategies. Journal of American Academy of Business, Cambridge, 15(1), 77-84.
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Marketing Volkswagen Routan Minivan Marketing

Words: 1414 Length: 5 Pages Document Type: Essay Paper #: 55777787

Targeted Segment

Customer Need

Corresponding Feature/Benefit


(consumer market)

Ample seating

Built in entertainment

Easy Entry


Ample room

Seating for seven

Dual fold down DVD screens

Dual sliding power doors

earview back camera

Large cargo capacity


Competitive eview







Aggressive Front and ear Styling, Power Sliding Doors, Alloy Wheels, Bluetooth® Hands Free Link®, Honda Satellite-Linked Navigation System ™ with Voice ecognition and earview Camera and Tri-Zone Climate Control

$26, 805



Alloy Wheels, Auto Light Control System, Navigation System, Bluetooth with voice recognition, ear seat DVD entertainment system




Alloy Wheels, Dual Sliding Doors, Star Safety System, Tire Pressure Monitor System


Distribution eview

Based on psychographic and demographic segmentation, a direct marketing campaign would be the best way to approach the marketing of the Volkswagen outan Minivan. The goal is going to be to reach families that want…… [Read More]


2010 Volkswagen Routan. (2010). Retrieved August 2, 2010, from U.S. News and World Report

Web site:

Routan. (2010). Retreived August 2, 2010, from Volkswagen Website:
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Marketing Management Sonic PDA Porter's

Words: 2960 Length: 10 Pages Document Type: Essay Paper #: 12505746

Apple has a very strong brand name that is helping it to build share for the iPhone, but the product is expensive. It is believed that there is considerable room for a competitor to target the student market with a lower-priced but also feature-rich device.

The mainstream player in this market is the humble cell phone. Popular phones such as the Motorola Razr have camera functions, and new phones are being introduced with mp3 players and other technology. It appears as though there is some degree of technological convergence happening between cell phones and PDAs/Smartphones. The result is that the Sonic 1000, compared with these devices, is a superior product. Yet its pricing is fairly competitive relative to the new wave of feature-rich cell phones. This leads to the following positioning statement for the Sonic 1000:

"The Sonic 1000 is a portable device that will replace the cellphones of the…… [Read More]

Works Cited:

Quick (2007). Porter's generic strategies. Retrieved September 15, 2010 from 

Kinetz, E. (2010). Indian industry groups reject RIM security forum. Globe and Mail. Retrieved September 15, 2010 from

Precis Marketing. (2010). How to develop a positioning statement. Precis Marketing. Retrieved September 15, 2010 from 

Brandwerks. (2010). Brand differentiation and improving the perception of quality. Brandwerks. Retrieved September 15, 2010 from
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Marketing and Branding a Healthcare-Related Product Marketing

Words: 1634 Length: 6 Pages Document Type: Essay Paper #: 27450979

Marketing and Branding a Healthcare-elated product

Marketing and Branding Lipitor

Target markets, branding, marketing strategy, execution and product positioning all directly contribute to the market share and profitability of a product. In the marketing and selling of healthcare related products, brands must communicate a viable and realistic solution t a patient's condition to be seen with credibility and trust (Angelmar, Angelmar, Kane, 2007). The intent of this analysis is to evaluate the marketing strategies of Lipitor, a best-selling drug of Pfizer Corporation used for treating high cholesterol and its related heart disease effects. This drug generated $10.7B in the company's latest fiscal year according to their annual report and is also considered one of the top-selling drugs throughout the entire pharmaceutical industry. Beginning with an analysis of the Lipitor target market, and progressing through their branding strategies, analysis of product success and recommendations for future marketing strategies, this paper provides…… [Read More]


Angelmar, R., Angelmar, S., & Kane, L.. (2007). Building strong condition brands. Journal of Medical Marketing: Special Issue New Paradigms in Life Sciences Marketing, 7(4), 341-351.

Iain Black. (2005). Pharmaceutical marketing strategy: Lessons from the medical literature. Journal of Medical Marketing, 5(2), 119-125,106.

Griffiths, S.. (2008). Pharmaceutical branding: 'To brand or not to brand'. Journal of Medical Marketing, 8(2), 113-118.

Krion, D., & Shockley, R.. (2011). How Pfizer Uses Tablet PCs and Click-Stream Data to Track Its Strategy. MIT Sloan Management Review, 53(1), 1.
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Marketing Strategies Adult Pleasure Toys and Lingerie

Words: 3249 Length: 12 Pages Document Type: Essay Paper #: 37228134

Marketing Strategies: Adult Pleasure Toys and Lingerie

This report discusses the presence of a company that produces adult toys and lingerie. There are several parts to this analysis. First, the report examines the market segment and defines the target customer according to several types of segmentation. For a complete understanding of the targeted market, the report chose psychographic segmentation, demographic segmentation, behavioral segmentation and benefits sought segmentation.

The choice for these methods was a result of the type of product. The conclusion is that the targeted consumer is likely 20 to 45 and is driven by different motivations. In young age, the idea of experimentation is the primary motive, in the upper part of the age segment (30s and 40s) it is likely the need to experiment in the couple.

In terms of differentiation strategies, the report concludes that it is more difficult to differentiate based on the nature of…… [Read More]


1. Fripp, Geoff. (2012). Market Segmentation Bases. Market Segmentation Study Guide. On the Internet at . Last retrieved on December 12, 2013

2. Reid, Robert D.; Bojanic, David C. (2009). Hospitality Marketing Management (5 ed.). John Wiley and Sons

3. McFarthing, Kevin, (2013). Innovation -- Leader or Follower? On the Internet at Last retrieved on December 12, 2013
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Marketing Plan First of All

Words: 854 Length: 3 Pages Document Type: Essay Paper #: 42594901

His income level is reasonable enough to allow him to afford to buy a product that is at least average priced.

Another threat that needs to be dealt with is the fact that the age category we are addressing is most predisposed to change. People in this age group have a tendency to change their car once every a couple of years, change the electronics around the house, change the computer, etc. Compared with the over 55 category, much more conservatory, the consumers we are targeting have lower customer retention indicators and consistent additional effort needs to be made in this sense.

The third threat from the market that needs to be mentioned is related to technological obsoleteness and the implications deriving here from. One of the causes of the customer retention indicator I have previously mentioned is related to the fact that new technological features constantly appear in short…… [Read More]

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Marketing Vice President Coca-Cola Bottlers of Southern

Words: 580 Length: 2 Pages Document Type: Essay Paper #: 99623076

Marketing Vice President

Coca-Cola Bottlers of Southern California

Reaching the affluent, sports-minded markets of Southern California with a coordinated and excellently executed marketing campaign that communicates the refreshing taste and fun times Coca-Cola products has never been more cost-effective. By partnering with the Los Angeles Angels of Anaheim, Coca-Cola can now reach 1.9 million residents of the Southern California market, where high per capita incomes and active lifestyles are the cornerstones of this vibrant economy (1). You will also be able to use our state-of-the-art analytics to gain insights into Coca-Cola brand loyalty in this lucrative market.

Consider these facts about the markets that the Los Angeles Angels of Anaheim connects with on a weekly basis during the baseball season -- and how ideal they are for regional Coca-Cola advertising strategies:

According to MLB statistics the average fan consumes 4 beverages a game, a remarkable opportunity to gain mind-share and…… [Read More]

The Los Angeles Angels of Anaheim and Coca-Cola make a great team. With the Angels' many media opportunities, analytics and marketing programs, Coca-Cola can have an exceptionally strong 2011. The Angels' MVP Media Partners' Program has been in development over the last season specifically to meet the unique and demanding marketing needs of Coca-Cola. As a result, the MVP Media Partners Program gives Coca-Cola the best the Angels have to offer in terms of media exposure, coordinated multichannel marketing, support through television and charity event coverage, and use of an executive suite for all 81 home games of the 2011 season.

Our unique combination of services are ideally suited for Coca-Cola, as our many planning sessions have shown that your brand has the potential to gain significant market exposure and market share in the Southern California quickly. Using advanced analytics, we can also define the best possible dates and times for your commercial spots to run on our network as well.

We have the most advanced marketing analytics platform in major league baseball as well. You can use our online systems to track the impact of
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Marketing Plan The New iPad

Words: 2838 Length: 11 Pages Document Type: Essay Paper #: 75390594

It also competes with some renowned brands in the United States and other major markets of the world. The it and consumer electronics industry has been showing a rapid growth for the last few years. Anticipating huge potential of growth in this industry, numerous new companies are entering the market. These new entrants are manufacturing same quality products for the same target customers. Therefore, they are also a big threat for the company for its new iPad keyboard and case combo (Kotler, 2008).

iii. Threat from the substitute products:

There are no direct substitutes for iPad keyboard and case combo. However, all those manufacturers that offer keyboard and protective covers or cases separately can be regarded as the alternative choice for this innovative product. For example, if a customer does not need Bluetooth keyboard, but wants to protect his iPad from damage and scratches; he will definitely go for buying…… [Read More]


Bearden, W.O., Ingram, T.N. & LaForge, R.W. (2007). Marketing: Principles and Perspectives, 5th Edition. Boston, Mass: McGraw-Hill

Brassington, F. & Pettitt, S. (2006). Principles of Marketing, 4th Edition. Harlow: Financial Times Prentice Hall

Groucutt, J., Leadley, P. & Forsyth, P. (2004). Marketing: Essential Principles, New Realities,1st Edition. Sterling: Kogan Page.

Jenny, M. & Scammon, D.L. (2010). Principle-Based Stakeholder Marketing: Insights from Private Triple-Bottom-Line Firms, Journal of Public Policy & Marketing, 29 (1): 12-26.
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Marketing in Healthcare Management Over

Words: 3563 Length: 11 Pages Document Type: Essay Paper #: 47724235

It was especially effective when evaluated for the specific demographic segmentation the organization was targeting. Young adult males were particularly inclined to watch the commercial, thanks to the buxom, bikini-clad beauty as the star. In addition, young adult females were more likely to relate to the star of commercial, more so than if they had cast a middle-aged housewife. Although these demographics were more likely to watch the commercial, such a small portion of the commercial was devoted to the actual message, it's difficult to determine the effectiveness on whether or not these viewers would take action, such as learning more about breast cancer or conducting monthly self breast exams, or other behaviors that would help with early detection of breast cancer, to ensure the likelihood of survival.

egarding the seven Ps of marketing, the Save the Boobs campaign was more effective than originally anticipated regarding the place of the…… [Read More]


Aggarwal, V.B., & Gupta, V.S. 2001, Handbook of journalism and mass communication, Concept, New Delhi.

Anselmo, D. 2010, Marketing demystified a self-teaching guide,.McGraw-Hill, New York.

Assael, H. 2005, Consumer behavior and marketing action (3rd ed.), Kent Pub. Co., Boston.

Crane, F.G. 2001, Professional services marketing: strategy and tactics, Haworth Press, New York.
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Marketing Plan Sweet Treats Coffee

Words: 4922 Length: 18 Pages Document Type: Essay Paper #: 85743183

3 Competition

As stated before, the competition in the coffee shops industry has increased drastically during the past recent years. In 2003, the industry had registered total sales of over $6 billion (Ferguson, 2004). The top five competitors of Sweettreats would be: Starbucks, Nestle, McDonald's, Dunkin and Gloria Jean's.

Gloria Jean's is among the leaders of the industry and they basically address their products to the young population. The corporation is based in Australia but present in numerous countries of the globe through franchise contracts (Official Website of Gloria Jean's, 2008).

Dunkin Donuts is a U.S. based company, namely headquartered in Quincy, Massachusetts. In 2006, they registered annual revenue of over $4 billion. They address all types of consumers and sell a wide palette of coffee-based beverages and foods (Official Website of Dunkin Donuts, 2008).

Starbucks is the undisputed leader of the industry and in 2006 they registered annual revenues…… [Read More]


Dawidowska, K., April 1, 2002, Coffee Overload. Agree that coffee from gourmet coffee shops is too expensive - Almost 3 in 4 coffee shops patrons 72%, American Demographics

Dream, C.S., 1997-2008, How to Start a Coffee Shop, Home Business Inc., accessed on February 28, 2008

Ferguson, M., 2004, Specialty coffee retail in the U.S.A. 2003-04, Specialty Coffee Association of America, Retrieved at February 28, 2008

Fisenko, a. And Associates, 2006, How to Start a Successful Coffee Shop, a Coffee-Espresso Drive-Thru or a Coffee/Espresso Cart, Espresso Business,  accessed on February 29, 2008
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Marketing Plan for Miller Inc

Words: 6075 Length: 20 Pages Document Type: Essay Paper #: 79496921

As a result of huge growth, the company's management may lose focus of the scope of their business.

Miller Inc. has a highly centralized hierarchy of management and lacks the managerial backup to promote creativity amons the employees.

Single-sourcing which is the characteristic of Miller Inc. could be a recipe of disaster should the supplier fail. Contingency plans for supplies need to be considered.

The constrant production nature of the product leads to huge strains on personnel and machinery.

Product line and client base lack diversification.

While the small number of staff promotes camaraderie, unfortunately, it also impedes growth and development.

Miller Inc. is reactive rather than proactive in its marketing efforts. This is as a result of its heavy reliance on mass-media advertising for obtaining new business.

The current facilities of Miller Inc. are crowded thus there is little room for expansion of workforce or equipment.



The…… [Read More]


Armstrong, G., et al. Marketing: An Introduction. Essex: Financial Times Prentice Hall, 2009. Print.

Brenkert, George G. "Ethical Challenges of Social Marketing." Journal of Public Policy & Marketing 21.1 (2002): 14-25. Print.

Clow, K.E., and D. Baack. Integrated Advertising, Promotion, and Marketing Communications. Boston, MA: Pearson Prentice Hall, 2007. Print.

Cooper, Lee G. "Strategic Marketing Planning for Radically New Products." The Journal of Marketing 64.1 (2000): 1-16. Print.
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Marketing Plan Introduction of the Business in

Words: 2610 Length: 9 Pages Document Type: Essay Paper #: 81765666

Marketing Plan

ntroduction of the Business

n 1995, Mr. David Walsh acquired the Moorilla Estate in Hobart. By 2005, the business had incorporated iconic brands such as "The Source Restaurant" and "Moo Brew" as part the suite of offerings. By 2012, the range of product offerings will have expanded further to include the exclusive "Pavilion Apartments," greater wine making capacity, the avant-garde MONA FOMA festival, and the flagship MONA private art museum.

As a winery, Moorilla winery has one of the oldest vineyards in the state, and a new winery has just established on the Moorilla site. We produce cool-climate wines. The fruit is grown in our Tamar and Derwent Valley vineyards. t new winery focuses on a much smaller and very high quality output. t uses gravity-flow to make boutique, ultra-premium wines. And they use estate fruit that is grown in a sustainable manner, with organic and bio-dynamic techniques.…… [Read More]

Individual selling strategy normally entails the prevailing marketing communications. Marketing communications are normally the messages that deal with the prevailing purchaser -retailer exhibitions, promotions accompanied by the public relations. Marketing interactions that entails to the prevailing personal selling are categorized into dual classes namely the impersonal and personal (John, 2002, pp 56-87).

Impersonal selling

The impersonal entails the process of
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Marketing Management Customer Value Equation of the

Words: 2623 Length: 8 Pages Document Type: Essay Paper #: 53298138

Marketing Management

Customer Value Equation of the Product

Product Marketing Mix

Product Promotion Process

Environmental Analysis

Target Market Analysis

Competitive Analysis

Global Ethical Marketing Considerations

The globe and its entire human race in the twenty first is witnessing revolution in many facets of life and technological boom in communication is one of the immense transformations that have changed the standard and ways of living. Quite a few of the technological brands and products are surging ahead even to the leading economies as well as underdeveloped and developing nations. Apple iPhone is one of those brands that have become widely accepted and well-known, and has captured numerous consumers ranging from U.S. To Europe to Asia (White, 2012).

Apple iPhone is one of the U.S. based brands that offers hi-tech communication product (mobile phone) to its customers with a wide variety of features such as games, music, videos, web connectivity and many…… [Read More]


Baum, B., Hackstein, M., & Mehling, M. (2012). Strategic Marketing: Assessment of why the Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace. USA: GRIN Verlag.

Campesato, O. & Nilson, K. (2010). Web 2.0 Fundamentals: With AJAX, Development Tools, and Mobile Platforms. USA: Jones & Bartlett Learning.

Ferrell, O.C., & Hartline, M.D. (2010). Marketing Strategy. 5th Edition. Mason, Oh, USA: Cengage Learning.

Kline, J.M. (2010). Ethics for International Business: Decision-Making in a Global Political Economy. 2nd Edition. New York, USA: Taylor & Francis.
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Marketing Report for Ms Janet Bradley Keeping

Words: 4971 Length: 11 Pages Document Type: Essay Paper #: 63623939

Marketing eport for Ms. Janet Bradley

Keeping in view the increasing obesity rates in Australia and finding the spicy and high-calorie fast foods as the major reason for it, Ms. Janet Bradley has planned to establish a low-calorie fast food restaurant chain that will serve as an alternative to McDonald's, ed ooster, KFC, and other fast food chains. This paper presents a comprehensive analysis of the micro and macro environment for the new fast food chain in order to recommend strategies which can help it in becoming successful in the industry. The major micro environmental forces which will impact its business are consumer behaviour, suppliers and intermediaries, publics, and competitors. The buyer behaviour has been analysed using cultural, social, personal, and psychological dimensions -- all having a significant impact on the purchase decisions and preferences of the consumers towards fast food products. The restaurant chain will also take a big…… [Read More]


Birn, R. 2004. Effective Use of Market Research: How to Drive and Focus Better Business Decisions, 4th Edition. London: Kogan Page

Blythe, J., & Megicks, P. 2010. Marketing Planning: Strategy, Environment and Context, 3rd Edition. U.K: Prentice Hall

Ellwood, I. 2002. The essential brand book: over 100 techniques to increase brand value. 2nd Edition. London: Kogan Page

Hill, C.W., & Jones, G.R. 2012. Strategic Management Theory, 10th Edition. Mason, OH: South-Western, Cengage Learning
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Marketing Plan for a New

Words: 3685 Length: 12 Pages Document Type: Essay Paper #: 62284785

The most relevant competitors at this stage are represented by the Microsoft Corporation, the SEGA Corporation and the Sony Corporation (Hoovers, 2010).

In terms of the second persona, the competition is less concentrated as the hi-tech consumers will often renounce brand loyalty and will look for products which serve their needs, even if these products are sold by small size companies. This status quo is due to two primary elements:

On the one hand, the technical consumers have higher expectations. They do not care for fashionability, but they expect high quality or even flexibility so that they can program over the initial application and personalize the game.

On the other hand, the status quo was propagated by the abundance of firms and even individuals who create applications and sell them within the virtual community. The advent of the internet then enhances competition within the industry by bringing games and gamers…… [Read More]


Farhoomand, a., 2009, Nintendo's disruptive strategy: implications for the video game industry, the Asia Case Research Center

Kotler, P., Keller, K.L., 2009, Marketing management, 13th edition, Pearson Education

2010, Nintendo Co. Ltd., Datamonitor, last accessed on November 26, 2010

2010, Nintendo Co. Ltd., Hoovers, last accessed on November 26, 2010
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Marketing Intelligence Now I'm Uploading Marketing Intelligence

Words: 1768 Length: 6 Pages Document Type: Essay Paper #: 61148685

Marketing Intelligence

Now I'm uploading marketing intelligence assignment, note tak 3 b c merit distinction, a Already . Task 4, 4a, 4b merit distinction, task 2 merit distinction (2-2.1, 2.2, 2.3, 2.4 M1 M2)

Marketing intelligence

Market research is important since it enables the company management to make informed decisions that maximize their profit, increase sales, minimize risk and determine the strategic positioning of the company and its products. It involves gathering, recording and analyzing primary and secondary data in order to find correlations with the needs and wants of the target audience and how the company can fulfill these. It helps to create a link between the consumers or customers and the marketer of the product through information. The information collected is then used to identify and define the marketing opportunities that exist as well as the problems that may be encountered in marketing the product. Before the company's…… [Read More]


FERRELL, O.C. & HARTLINE, M. 2010. Marketing Strategy, Mason, OH, Cengage Learning.

MAYER, C.S. 1970. Assessing the Accuracy of Marketing Research. Journal of Marketing Research, 7, 285-291.

WEBB, J.R. 2002. Understanding and Designing Market Research, Thomson Learning.
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Marketing Plan for Combined Home and Cell

Words: 1471 Length: 5 Pages Document Type: Essay Paper #: 39781757

Marketing Plan for Combined Home and Cell Phones:

Home and cellular phones have transformed the communications arena since they have revolutionized the perceptions of people regarding voice communications. Traditionally, home phones have been the most commonly used tools for voice communications while cellular phones remained inaccessible to many customers because of their high costs. However, in the past few years, both home and cell phones have been widely used as communication gadgets. The use of cell phones has been fueled by the investment of time and resources to develop the system's capacity and lessen their costs as well as the emergence of several cellular phone companies. While the traditional home phones are still in use across many residential places, cell phones have become increasingly common because they have been developed into large-scale consumer products. The focus on marketing both home and cell phones acts as a new positioning and beneficial…… [Read More]


"Cell Phones Retailer Business Plan." (n.d.). Bplans: Your Business Starts Here. Retrieved April

6, 2012, from 

"Cellular Marketing Strategies." (2006, January 10). Phone Dog. Retrieved April 6, 2012, from

Maxwell et, al. (2007, May 22). iPhone Marketing Plan. Retrieved April 6, 2012, from
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Marketing Company G Wishes to Launch a

Words: 1841 Length: 7 Pages Document Type: Essay Paper #: 50081976


Company G. wishes to launch a line of small appliances. The marketing plan is designed to guide the process of bringing that line to market. The line will initially begin with a couple of products, but will eventually expand to fill a broad portfolio of products. Within Company G, the small appliances line has been developed not only to take advantage of an opportunity in the market, but is designed to give Company G. A growing product line in order to bolster stagnating revenues. This plan will outline the process by which the line will be marketed.

Mission Statement

With its new line, Company G. has the objective of becoming a premium player in the small appliance industry. These new appliances will bring professional quality into your kitchen, but at domestic prices. Our mission is to help you cook your best.

Market Objectives

The target market for the company's…… [Read More]

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Marketing Report Per Una Brand

Words: 819 Length: 2 Pages Document Type: Essay Paper #: 79801310

The global online marketplace is one that represents a significant opportunity for M&S with the Per Una brand, yet the retailer is reticent to move away from oyal Mail and White Arrow courier services. To capitalize on the unmet needs of higher-income consumers in the Middle East and Asia, M&S must create a more aggressive shipping and logistics program to support the sales of the Per Una brand throughout these regions of the world. Global competition online for lingerie and woman's wear is forcing the urgency of this issue for M&S general management today.

A third marketing environmental factor that M&S must concentrate on with regard to the primary customer segments who purchase the Per Una brand of lingerie and women's wear are the environmental "green" initiatives and corporate social responsibility (CS) initiatives that Per Una and its supply chain partners also adhere to. The more environmentally conscious the consumer…… [Read More]


Manfreda Cavazza 2007. M&S blooms as Rose wins women's vote. McClatchy - Tribune Business News May 23

1.  (Accessed November 10, 2008).

Jonathan Guthrie 2008. First the credit crisis, now the fashion crisis:[LONDON 1ST EDITION]. Financial Times, February 14,
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Marketing Plan Situation Analysis Godiva

Words: 2726 Length: 10 Pages Document Type: Essay Paper #: 90085398

III. Media Strategy

Media objectives

The following are the key media objectives of the three dominant campaigns as defined in this plan. To successfully create an integrated marketing communications strategy that capitalizes on the unique strengths of each form of media, including the use of print, television, online and lickable advertising mediums. Here are the specific, quantified objectives of the media strategy:

To increase the unaided awareness of Godiva Chocolatier by 50% over the next 90 days as audited through interviews of the primary members of the target audience.

To attain both unaided and aided awareness of the next generation of Godiva Chocolates in the 20-35 age group.

To successfully coordinate and synchronize print, television, online and lickable media plans to maximize the number of impressions and levels of awareness on a both unaided and aided standpoint. To optimize the level of use of online advertising to order a lickable…… [Read More]


Annette Bourdeau (2008, April). Mmm, First Flavour's tasty ads... Strategy,25. Retrieved April 17, 2008, from ABI/INFORM Global database. (Document ID: 1456519621).

Arun Sudhaman (2006, December). Hooking the world on Godiva's edible luxury. Media,20. Retrieved April 18, 2008, from ABI/INFORM Global database. (Document ID: 1201883081).

Suzanne Vranica (2008, February 13). Marketers salivate over lickable ads. Wall Street Journal (Eastern Edition), p. B.3. Retrieved April 19, 2008, from ABI/INFORM Global database. (Document ID: 1434442681).

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Marketing Advertising the XYZ Company

Words: 2581 Length: 9 Pages Document Type: Essay Paper #: 34792088

These include phone conference call groups, web-based groups; or as a substitute use telephone depth interviews. (You don't get the group interaction, but the results can be better than group settings.)

Rule 3 - Request that the moderator use a non-directive approach. (A non-directive approach is one that constructs questions for the group that encourages participants to be free flowing with their descriptions)

Projective techniques are often useful in easing participants out of an analytical mode. One projective technique, asks, "If this company were an animal what animal would it be? What would the competitors be?" In this way, they talk about brand image without being peppered with a series of brand questions.

Use advance written questionnaires. This primes respondents on key issues to be discussed, and it gives them a reference for the group discussion, thus making it easier for the unpopular viewpoint to be mentioned. ("Well, no one…… [Read More]


Marketing Research (2006) United States Small Business Association Online available at (

Marketing Research (2006) Wikipedia. Online available at (

Thomas, Jerry W. (1997) Hang the Innocent. Decision Analyst. Online at:

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