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De Beers; Segmentation and Target Marketing
De Beers is a well-known diamond firm. Founded in 1888 by Cecil hodes, the company dominated the diamond industry for many years, with activities in the exploration, mining, sorting and marketing of diamonds (De Beers, 2013). For many years the organization has an effective monopoly, controlling the supply diamonds. While aspects of the operations and in control exercised may be controversial, coming to an end in recent years following a number of court cases as well as increased competition (Zimnisky, 2013), it is undeniable that the company has been extremely successful in its marketing. In 1999, the publication "Advertising Age," named the companies advertising campaign which developed the slogan "a diamond as ever" one of the top 100 advertising campaigns of the 20 century, placing it in second position (Garfield, 1999). The success of marketing indicates is the company that understands its target…
Baines, Paul; Fill, Chris; Page, Kelly, (2010), Marketing, Oxford University Press
Chaffy, D, (2007), E-Business and E-Commerce Management (Second edition), London, FT Prentice hall
De Beers, (2013, retrieved www.debeersgroup.com
Edgerton, R, (2013), Engagement, Inc.: The marketing of diamonds, Stay Free, retrieved http://www.stayfreemagazine.org/archives/16/diamonds.html
Some of the items showcased included a discounted Xbox, dinnerware, and new sofas, as well as toys for Christmas like Zhu pets.
Many of Target's most highly-promoted items in its weekly circular, however, are related to electronics, such its two-for-one game sales, and its deals on the iPod shuffle and digital cameras. Although the bright red target logo is prominently displayed, the ads seem diffuse and only contribute to an overall, specific marketing strategy of low pricing. The stress upon "awesome low toy pricing" and "bright home ideas on a budget" does not necessarily underline Target's image as a unique 'experience' or 'exclusive' as well as affordable retailer.
Although it might be observed that everyone enjoys a bargain, there is already another retailer that advertises itself as offering the 'lowest prices' all of the time in the form of Wal-Mart. Target can rarely offer lower prices than Wal-Mart, so stressing…
Target corporation SWOT analysis. MBA Tutorials. 2009. November 3, 2010.
Target weekly advertisement. November 3, 2010.
Target marketing simply involves the process of breaking the market into segments and then further focusing on a specific segment. Target market could also involve concentrating on related segments of the broken market in order to improve then instead dealing with marketing as a whole Kotler & Armstrong, 2010.
Before marketing is done some things first there are things that should be determined within the business. The first step before coming up with proper marketing strategy one should identify the problem in the business Pogia & University, 2000.
There are many problems that could be affecting the performance of a business. For instance the products being offered to the market could be less competitive in that whatever products are being offered in the market are not as popular in that case one would incur less profits if not losses. One should have competitive products and one that have high returns…
Kotler, P., & Armstrong, G.M. (2010). Principles of marketing. New Jersey: Prentice Hall.
Moehlman, M. (2010). Target Market. London: Bewrite Books.
Pogia, M., & University, R. (2000). Target market: an investigation of the relationship between fine art and advertising. Victoria: RMIT University.
In fact, target marketing has become a necessity in the complex context of today's globalization. The reason behind this situation consists in the fact that minorities groups are reporting continuous growth and development. Their needs expand also, and so does their power.
Immigration increases all over the world. This leads to demographics modifications, which are estimated to become quite significant in the following periods of time. All these factors require adaptation from marketing techniques in all its aspects.
When discussing the issue of target marketing, especially where minorities are concerned, everyone thinks about whether it is ethical towards the minority in case. But one should also focus attention on the non-target groups, which basically represent the majority. It seems that favorable target market effects are more significant for members of distinctive groups, like ethnic minorities, while unfavorable non-target market effects are more significant for members of the majority (Aaker et…
1. Bady, S. (1999). Multicultural marketing (targeting immigrants and minorities). Professional Builder. Retrieved June 14, 2009 from http://findarticles.com/p/articles/mi_hb3374/is_199903/ai_n13110457/ .
2. Aacker, J.L. et al. (2000). Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes. Journal of Consumer Psychology. Retrieved June 14, 2009 from http://www.jstor.org/pss/1480407 .
3. Pineda, J. (2003). Minority marketing outreach. Washington Business Journal. Retrieved June 14, 2009 from http://washington.bizjournals.com/washington/stories/2003/09/29/smallb3.html .
Identify the basic target market selection strategies.
The basic target market selection strategies include undifferentiated marketing, differentiated marketing, and concentrated marketing.
Undifferentiated market refers to an approach that ignores the differences of each segment of the market and goes after the entire market. With this approach, one product or service will be designed to cover the entire market. This often includes focusing on what all segments of the market have in common, rather than what differs between them. The key features of this approach are that it means going after the entire market and that it does so with the same product or service.
Differentiated marketing refers to an approach where the differences of each segment of the market are identified and a product or service is designed especially for each segment. With this approach, the product or service is altered to suit specific markets. The key features of…
They will not develop a commercial presenting peasants working the field, but one that will present rushed businessmen being saved by the new service.
An example of success achieved through product positioning is offered by PepsiCo and their Mountain Dew drink. The marketing strategy targeted the youth particularly and assimilated the product with doing something energetic, wild and something that would be appreciated by the teenagers and young adults. The extreme sports presented in the Mountain Dew commercials have attracted the interest of the audience and sales boosted.
3. There are four stages of product life: introduction, growth, maturity and decline, when the item has reached maturity, several companies will extend its life. However in most cases it is best to let the product 'die' and focus on a new one and more desirable one, there are some strategies to avoiding decline. A first one is that of reinventing the…
Chapter 9: Identifying Market Segments and Targets
The aticle discusses Coppetone ands Dove, yet if one consides the nealy two dozen bands that compise P&G, thee ae multitudes of oppotunity to see how maket segmentation and the concept of taget makets ae used as essential pats of a boade maketing stategy. The commecially successful Swiffe poduct line illustates how maket segmentation has successfully been executed to make the home cleaning poduct appeal to busy, young singles on thei own, with anothe campaign aimed at woking moms and still a thid aimed at etiees who have physical limitations and find cleaning difficult. Defining taget audiences within P&G is managed as pat of thei maket eseach function, which is given the task of fist ascetaining and discoveing unmet needs, then ceating knowledge the maketes and poduct developes in P&G can use in ceating poducts that pecisely align to the unmet needs, pefeences and wants of the oganization. The geatest…
references, and wants are changing. The delicate balance between investing in new product development while also striving to keep segmentation and audience definitions in balance is one of the most difficult aspects of the marketing equation in many organizations. For consumer products companies the need for speed of execution and accuracy just makes this more difficult. The concepts of market segmentation and target markets comprised of consumers sharing comparable interests in addition to common demographics is the basis of nearly every consumer product good produced globally today. Alignment to these groups is crucial for the success of any product or service as well.
The Baby Us brand is a store concept of Toys Us, which is the largest retailer of toys. Baby Us is a brand extension that specially focuses on supplies and toys for babies, so the under 2 crowd. The target market is different for this concept compared with the target market for Toys Us. This paper will explain Baby Us in terms of market segmentation and target marketing.
The main Toys Us concept is a toy store that appeals to a large target market. The toys sold appeal mainly to children under 14, but there is plenty appeal with some of these products to older buyers as well. The company segments its customers in terms of the end users (usually a child) and the buyer (usually a parent or grandparent). The average age of a Toys Us customer is 43.1 years, which is in line with…
Bickle, M. (2011). Battle grounds among toy retailers: Breaking down the consumer demographics. Forbes. Retrieved November 15, 2015 from http://www.forbes.com/sites/prospernow/2011/12/20/battle-grounds-among-toy-retailers-breaking-down-the-consumer-demographics/
Strauss, M. (2012). Retailers go online to grab share of baby goods market. Globe & Mail. Retrieved November 15, 2015 from http://www.theglobeandmail.com/report-on-business/retailers-go-online-to-grab-share-of-baby-goods-market/article4107407/
Toys R Us 2015 Form 10-K. Retrieved November 15, 2015 from http://www.toysrusinc.com/investor-relations/
My chosen product in this case is for a Tesla Model S. This product is an electric car, but one that features luxury styling and features. The target market can be defined in a number of ways. First is income, as one needs to have a certain amount of money to buy this car. The Model S. competes as a luxury vehicle, and therefore it has a target market that fits into a certain income characteristic. The target market is also likely to be highly educated, as this is correlated not only with the market for luxury cars but the market for electric cars as well. Moreover, the Model S. can be segmented by geography. Tesla only sells in certain places, and does not have a large dealer footprint. Most of its sales are in areas where it has a concentration of dealerships, and also where it has the…
Lysaght, B. & Hull, D. (2015). Tesla falls after analyst calls its cash burn eye watering. Bloomberg Retrieved June 13, 2015 from http://www.bloomberg.com/news/articles/2015-05-07/tesla-falls-after-morgan-stanley-calls-cash-burn-eye-watering -
NetMBA (2010). Pricing strategy. NetMBA. Retrieved June 13, 2015 from http://www.netmba.com/marketing/pricing/
Olenski, S. (2013). Why integrated marketing communications is more important than ever. Forbes. Retrieved June 13, 2015 from http://www.forbes.com/sites/steveolenski/2013/09/16/why-integrated-marketing-communications-is-more-important-than-ever/
LeBeau, P. (2013). The young and rich snapping up Tesla's Model S. CNBC. Retrieved June 13, 2015 from http://www.cnbc.com/id/100970641
For example, fast food companies' decision to target African-Americans and Latinos in their promotional campaigns may play a role in the higher rates of obesity amongst these groups. Individuals who are more likely to be poor, have less access to nutritional information, and find it difficult to obtain healthy food without greater effort may be more vulnerable to such messages. "African-American youth viewed 50% more fast food ads on TV than white youth… McDonald's website, 365Black.com, targeted African-Americans specifically through content celebrating their culture" (Targeted marketing, 2011, Fast food facts). This can cause the targeted group to suffer the effects of fast food overindulgence disproportionately compared to other groups in society. Already marginalized and suffering greater health consequences, because of centuries of economic and political oppression, African-Americans find themselves once again victimized by ads that encourage them to pursue unhealthy eating patterns. Latinos are similarly being targeted with Spanish language…
Fast food facts. (2011). Targeted Marketing. Retrieved March 6, 2011 at http://www.fastfoodmarketing.org/media/FastFoodFACTS_TargetedMarketing.pdf
Marketing Valuation of Special Kellog's Cereal
Marketing valuation Kellogg's Special K. cereals
Kellogg's Foods: 3
Marketing mix: 3
Product Differentiation: 5
Triple bottom line Strategy: 6
Financial, Social, and Environmental Factors: 7
The business case of Kellogg's Special K. cereals is analyzed to assess the effectiveness of marketing mix, key features of the business strategy, and growth factors. The history of Kellogg's Foods is briefly described along with the analysis of marketing mix. Later section provides a brief about the product differentiation strategy of the business. The recommendations for overall business are followed by the triple bottom line strategy. Finally conclusion is presented as a summary of the findings.
The company started its operation in 1906 and expanded its operations in domestic market. The first international opening is remarked as its Canada operations in 1914. The innovative development in 1915 was introduced…
Advertisements, S.K. (2012). Feeling Good Never Looked Better. Challenging Images of Women in the Media: Reinventing Women's Lives, 3.
Aschemann-Witzel, J., Perez-Cueto, F.J., Niedzwiedzka, B., Verbeke, W., & Bech-Larsen, T. (2012). Lessons for public health campaigns from analyzing commercial food marketing success factors: a case study. BMC public health,12(1), 139.
Henriques, A., & Richardson, J. (2004). The triple bottom line, does it all add up?: assessing the sustainability of business and CSR. USA: Earthscan.
Kellogg's Foods.(n.d.).Cereals. Retrieved from: http://www.specialk.com/cereals
This helps tarbucks to retain an image of the young, exciting company that attempts to break the convention with its strategy and its products. The company does this with a policy of continuous innovation and honesty.
Another policy is never to compromise the customer's experience for the sake of profit, as seen above. Not only employees, but also customers are seen as the primary stakeholders in the company and as such are treated well. In this, the company focuses on the little touches that make the customer experience something exceptional. The policy is that small things add up to connect the customer with the company, and this ensures returning customers.
Another insight that tarbucks profit from is the fact that they do not attempt to cultivate loyalty with lower prices, but rather a basis of fans with products that are excellent and meaningful to the particular customers it serves. Hence,…
Allison, Melissa. 2006. Starbucks takes unique approach to marketing. Seattle Times. Oct. 12. http://seattletimes.nwsource.com/html/businesstechnology/2003300353_events12.html
Hanft, Adam. 2007. What you can learn from Starbucks. Inc.com. http://www.inc.com/resources/marketing/articles/20050401/starbucks.html
Moore, John. 2006. Marketing lessons from Starbucks. Nov. 7. http://www.hear2.com/2006/11/john_moore_auth.html
Whee Google elies on seach tems to tigge the display of a given
AdWods advetisement, it can be seen how Facebook wanted to ceate the
equivalent advetising business model though the use of social netwoking
and inteactions tiggeing which ad was shown. The ethics howeve of
tacking visits and activities on affiliate sites of cuent and pevious
Facebook membes, in addition to monitoing those visitos who have neve
opted in to Facebook yet ae being monitoed based on affiliate site click-
though taffic, is toubling. The lack of tanspaency about the entie
pogamme and the use of Beacons to become the foundation of a social
netwoking equivalent of Google AdWods is also toubling. In shot, all
these factos detact fom tust that Facebook visitos and uses have of
the site and thei futhe lack of communication on the issue just adds to
the deteioating tust visitos and paticipants on the…
references due to perceived
superiority combine to create a major roadblock in Nokia's efforts to re-
enter the market. When these factors are taken into account the key
obstacles Nokia needs to overcome in order to gain entry into the North
American market are made all the more difficult to overcome.
These key obstacles Nokia has to overcome in order to successfully enter
the North American market include addressing their weakness at successfully
partnering with service providers in general and content providers
specifically; the need for speeding up new product development and
elcome to this presentation about the fundamentals of marketing. The presentation is going to cover a number of different subjects, including promotion, buyer behaviour, personal selling, the promotional mix and customer relationship marketing.
e'll start with promotion. Promotion is defined as "Communicating with the public in an attempt to influence them toward buying your product" (ard, 2012). Promotion is a broad concept, encompassing advertising, public relations management and any events such as trade show appearances, demonstrations, contests or sponsorships, for example.
A promotional activity can have a number of different objectives. Some of the more common objectives of promotional activities are to establish the corporate image in the community, to build brand awareness, to build customer loyalty, to capitalize on new market opportunities, to dispel negative press and to announce changes (Moore, 2012). Basically, promotion is a way of getting a message across, whether that messages is "Hey, look…
Ward, S. (2012). Promotion. About.com. Retrieved April 30, 2012 from http://sbinfocanada.about.com/cs/marketing/g/promotion.htm
Lake, L. (2012). Customer relationships are key to your marketing strategy. About.com. Retrieved April 30, 2012 from http://marketing.about.com/od/relationshipmarketing/a/crmstrategy.htm
Moore, K. (2012). Promotional objectives. eHow Money. Retrieved April 30, 2012 from http://www.ehow.com/info_8168435_promotional-objectives.html
No author. (2012). Buyer behaviour -- the decision-making process. Tutor2U.net. Retrieved April 30, 2012 from http://tutor2u.net/business/marketing/buying_decision_process.asp
Marketing Forces and Diversification
As American society becomes increasingly ethnically diverse through immigration, relocation, birth rates and other factors, our hospitals must hone their sensitivity to resulting changes in community health needs. In addition, rigorous competition among hospitals requires sensitive, targeted marketing strategies attractive to diverse populations. An excellent example of responsive marketing and health care is given in Noonan's and Savolaine's article. The intelligence and success of the subject community hospital's approach shows that at least a hybrid of its approach should be followed in marketing to and serving a hospital's community.
Analysis with Noonan and Savolaine Article as the Focus
Thoughts about the Market Orientation of the Community Hospital
Focusing on Noonan and Savolaine article's examination of marketing obstetrical services in a diverse Midwestern market, the community hospital showed considerable wisdom in closely examining its prospective patient population by reviewing discharge data for obstetrical patients and asking doctors…
Anonymous. (2011, February 16). Nationwide, interactive community need maps guide community health planning. Retrieved on May 28, 2012 from Proquest.umi.com Web site: http://proquest.umi.com/pqdweb?index=1&did=2268066501&SrchMode=2&sid=3&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1338218546&clientId=14844
Eastaugh, S.R. (2008, May 15). Diversification in the hospital industry. Retrieved on May 28, 2012 from Proquest.umi.com Web site: http://proquest.umi.com/pqdweb?index=0&sid=4&srchmode=2&vinst=PROD&fmt=6&startpage=-1&clientid=14844&vname=PQD&RQT=309&did=1502831361&scaling=FULL&ts=1338218925&vtype=PQD&rqt=309&TS=1338218931&clientId=14844
Noonan, M.D., & Savolaine, R. (2001). A neighborhood of nations. Retrieved on May 28, 2012 from Proquest.umi.com Web site: http://proquest.umi.com/pqdweb?index=5&sid=2&srchmode=2&vinst=PROD&fmt=6&startpage=-1&clientid=14844&vname=PQD&RQT=309&did=93247294&scaling=FULL&ts=1338218230&vtype=PQD&rqt=309&TS=1338218258&clientId=14844
Mass marketing is differentiated from target marketing, in that the target customer is pretty much everybody. A firm that has a target market will either have all of its sales, or a significant portion of them, in an specific identifiable group. Thus, the product should span across race, gender, age and geography. Such a product's target market would be better understood in terms of who doesn't buy it than who does. Wal-Mart would be a good example of a mass market retailer, based on their size, their geographic spread, the wide variety of products that they sell and the ubiquitous nature of many of those products -- many mass market retailers target very broad groups (Investopedia, 2015).
A mass market product, therefore, would be a product that broadly appeals. I will go with Charmin. The target market for Charmin is almost everybody. There are only a few groups that…
Coca Cola Company (2015). The Coca-Cola system. Coca Cola. Retrieved June 13, 2015 from http://www.coca-colacompany.com/our-company/the-coca-cola-system
Investopedia (2015). Definition of derived demand. Investopedia. Retrieved June 13, 2015 from http://www.investopedia.com/terms/d/derived_demand.asp
Investopedia (2015). Mass market retailer. Investopedia. Retrieved June 13, 2015 from http://www.investopedia.com/terms/m/mass-market-retailer.asp
New Zealand Transportation Association (2013) Blazed -- drug driving in Aotearoa. YouTube Retrieved June 13, 2015 from https://www.youtube.com/watch?v=P8KAaf45g5U
Marketing in the anking Industry
Prescott Valley, Arizona
Abridged Literature Review
While there are many industries in the world that are growing at a rapid pace, one of them is exceedingly doing well. This is because it relies upon the monies and funds of its customers and greatly influences the other industries as well. This is the banking industry. Although a common part of every consumer's life, the banking industry has been growing and developing globally. To understand such growth, the attention instantly goes to the strategic and marketing techniques that have been applied by the people of this industry. Therefore, to gain a thorough and concise outlook of the marketing wonders that have continue to enable the banking industry to succeed at all fronts, the research topic that has been proposed for this research paper is 'marketing in the banking industry'. This topic will not only…
Berger, A.N. (2003). The Economic Effects of Technological Progress: Evidence from the Banking Industry. Journal of Money, Credit, and Banking, Volume 35.
Chaneta, D.I. (2010). Marketing: Packaging and Branding. Journal of Comprehensive Research, Volume 8, 19-30.
Flaunet, M. (2012). Banking Industry Challenges. Retrieved from Deloitte: http://www.deloitte.com/view/en_LU/lu/industries/banking-securities/banking-industry-challenges/#.UlTYD9KBlac
Jr., G.P., & Hoskins, L. (2006). The Case for Market-Based Regulation. Cato Journal, Vol. 26, No. 3, 469-487.
The author of this report has been asked to select and review an article on target marketing. According to the Entrepreneur.com website, there are several important facets and parts of targeting marketing that make it a very viable and effective to market products and services. The author of this response will explain what the etymology of the term is and how it all works. While target marketing may seem dull to many people, the method is extremely current and modern and pays major dividends when done correctly.
As the name would imply, targeting marketing is based on identifying and exploiting a target market. Some of the questions that someone should ask when doing this would include whether target customers are male or female, how old they are, where they live, what they do for a living, how much money they earn in a year and what other aspects…
Entrepreneur.com. (2016). Target Market. Entrepreneur. Retrieved 27 January 2016, from http://www.entrepreneur.com/encyclopedia/target-market
MAKETING POCEDUES FO VOLVO'S S60 MODEL
Market Analysis for the Volvo S60
Market Analysis for the Volvo S60
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.
Firm trust in their brands
Accredited environmentally friendly production process and use
High regard for safety
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
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.
Discuss product service terms current target market demographics U.S. Census Data. 2.Determine product service declining popularity. Be include information social, demographic, ethnic markets; economic technological factors; political legal factors; competitive factors.
The market for bottled water in the U.S. has been experiencing a steady decline in growth as a result of huge awareness campaigns that are conducted to curb consumer demand. This is in contrast to other parts of the world where the popularity of bottled water is continuing to increase by 6.7% each year which is reported by the Beverage Marketing Corporation (2008)
as the smallest increase experienced in the last 10 years. The U.S. used to be the largest consumer of bottled water but in the latest years, there has been a shift towards preference of tap water rather than bottled water Institute, 2012()
The Beverage Marketing Corporation (2008)
states that 54 per cent of…
Beverage Marketing Corporation. (2008). The 2007 Stats. New York, NY: Beverage Marketing Corporation.
Central Intelligence Agency. (2012). World Factbook: India Retrieved October 3rd, 2012, from https://www.cia.gov/library/publications/the-world-factbook/geos//in.html
Ferrell, O.C., & Hartline, M. (2010). Marketing Strategy. Mason, OH: Cengage Learning.
Institute, W. (2012). Bottled Water Demand May Be Declining Retrieved October 3rd, 2012, from http://www.worldwatch.org/node/5878
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…
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
Marketing Development of Beverage
Dear Marketing Team
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…
Google Images. (2013). Coca Cola. Retrieved from http://www.google.com.pk/imgres?q=COCA+COLA+AD&um=1&hl=en&sa=N&biw=1366&bih=624&tbm=isch&tbnid=DTZclSuDH0FkYM:&imgrefurl=http://www.toxel.com/inspiration/2008/08/02/collection-of-cool-coca-cola-ads/&docid=oxHvIpF3epem0M&imgurl=http://www.toxel.com/wp-content/uploads/2008/08/cocacolaads17.jpg&w=450&h=663&ei=elFeUcrtGJOhiQe-mIHoDQ&zoom=1&ved=1t:3588,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.
Marketing to the Bottom of the Pyramid
Ethical issues: 7
Social Issues: 7
Market Opportunity: 8
Value for underprivileged: 8
The underdeveloped countries are becoming major emerging markets with a huge potential based on the large populations. The large corporations operating in developed markets also expand in international markets. The multinational companies operating in under developed and developing countries also look for opportunities in the market through a different approach. The key question that needs to be answered is that these markets have different dynamics in terms on consumer preferences, geographical locations, and income at the disposal of a large number of inhabitants. The businesses including major multinational corporations also look for opportunities in establishing their reach and appeal to the locals that are under privileged and in some cases the bottom of the pyramid (BOP) market segment. These underprovided populations not only live under the poverty line but they…
Chikweche, T., & Fletcher, R. (2012). Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities. Journal of Consumer Marketing, 29(7), 507-520.
Kacou, E. (2010). Entrepreneurial Solutions for Prosperity in BoP Markets: Strategies for Business and Economic Transformation. USA: Pearson Prentice Hall.
Kahn, K.B. (2011). Product planning essentials. USA: ME Sharpe.
Rangan, V.K., Quelch, J.A., Herrero, G., & Barton, B. (Eds.). (2007).Business solutions for the global poor: Creating social and economic value. USA: John Wiley & Sons Inc.
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…
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..
Built in entertainment
Seating for seven
Dual fold down DVD screens
Dual sliding power doors
earview back camera
Large cargo capacity
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
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
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…
2010 Volkswagen Routan. (2010). Retrieved August 2, 2010, from U.S. News and World Report
Web site: http://usnews.rankingsandreviews.com/cars-trucks/Volkswagen_Routan/
Routan. (2010). Retreived August 2, 2010, from Volkswagen Website:
Marketing in the Contemporary Organizations
The contemporary society is very dynamic and things change each passing day particularly propelled by the new inventions and technological improvements. There is provision for information to travel faster than it used to, hence posing a cut edge competitive environment for each organization. Each company that wants to remain relevant in the market must embrace techniques and trends that will enable it remain afloat and relevant, such as marketing.
The modern organizations has so many functions going on like production, resource development, finance departments, the human resource departments all in tandem. In order to align these functions within the organization with the needs and wants and expectations of the customers, there is need to involve a marketing strategy that will deliberately guide these functions towards that direction (ama ao, 2005). The key to success in the current organizations do not rest on marketing or any…
Business case Studies, (2012). Engaging consumers through word of mouth marketing: A
Red Bull case study. Retrieved September 22, 2012 from http://businesscasestudies.co.uk/red-bull/engaging-consumers-through-word-of-mouth-marketing/the-role-of-the-marketing-function.html
Centive, (2012). Keeping Up with the Changing Consumer and Information Consumption.
Retrieved September 22, 2012 from http://blog.centiv.com/index.php/tag/modern-era-of-marketing/
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…
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 http://www.zainbooks.com/books/marketing/principles-of-marketing_11_marketing-micro-environment.html
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…
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.
MAKETING PLANNING www.innocentdrinksandfoods..uk pls make uts original... life. Part 1: Identify a selection competitors (minimum 3 competitors) criteria price, quality, brand, level advertising, product range Using strategic positioning tools PLC, BCG matrix perceptual mapping, identify competitive advantage organization Part 2: Identify marketing objectives Ansoff's growth matrix Part 3: Identify a growth strategy Ansoff's growth matrix propose a short-term marketing strategy (marketing mix recommendations) target market.
Competition and competitive advantage
Based on the nature of the products sold, as well as the means of targeting the customers, Innocent faces severe competition from three distinctive players:
Orchard House Foods Limited
Premier Foods Plc. And Wellness Foods Limited (Hoovers, 2011).
The competition posed by each of these entities is important, but it must also be noticed that each firm is characterized by its own strengths and weaknesses. At the level of Innocent, these are best observed through the lenses of the…
Bock, M., 2010, Governance risk management and financial product development in Islamic financial institutions, GRIN Verlag
Daft, K.M., Vershina, N.., 2010, Management, International edition, Cengage Learning EMEA
Kumar, D., 2010, Enterprise growth strategy: vision, planning and execution, Gower Publishing Ltd.
Pooler, J.A., Pooler, J., 2003, Why we shop: emotional rewards and retail strategies, Greenwood Publishing Group
Marketing Preventative Chiropractic Services
The marketing perspective on preventive marketing would target the pertinent features that are involved in chiropractic services and the advantages that it has rather than waiting to get to the curative level after the injuries.
The chiropractic care that shall be offered will help the recipient improve his quality of life and this will start from the counselling level to the clients on the issue of healthy living. Our chiropractic care is aimed at the preventive measure and approach towards wellness, hence will focus on how to prevent diseases, equip the clients with skills to reduce injuries and pain related to injuries and in effect prolongs their life.
We are aware that each person may have peculiar needs on top of the general preventive measures hence our duty will be to advise the clients on the most effective activities, behaviors and measures that they…
Meyers R.B., (2014). Five Marketing Team Members You Need To Succeed. Retrieved February 24, 2014 from http://ezinearticles.com/?Five-Marketing-Team-Members-You-Need-To-Succeed&id=5739100
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…
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.
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.
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…
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
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…
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., http://www.homebusinesscenter.com/how_to_start/coffee_shop.htmllast 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 http://www.scaa.org/pdfs/press-coffee_retail_sales.pdfon 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, http://www.espressobusiness.com/last accessed on February 29, 2008
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.
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.
The target market for the company's…
Marketing Channels and Methods -- the New Svelte Shape of McDonald's
Objectives & Mission Statement
Although McDonald's latest advertising slogan, as proclaimed on its 2005 website, is "I'm lovin' it," (McDonald's Official ebsite, 2005), shareholders in the fast food company have not be equally enamored of its current stock performance and plummeting sales. (The Rogue Investor, 2005) Thus, the objectives of the new McDonald's marketing campaign must be to undo some of the economic and public relations damage done to the company by the negative press generated by the success of Morgan Spurlock's film 'Supersize Me.' Over the course of the year, McDonald's wishes to gain a greater percentage of the revenue of the current fast food market than its most prominent burger-oriented competitors endy's and Burger King. McDonald's also wishes to gain some of the type of positive media as generated by the sandwich chain Subway. The Subway Diet…
Bauman, Valerie. (11 Aug 2005) "People try to lose weight at McDonalds." AP Wire. Accessed on AOL on 22 Aug 2005 at http://aolsvc.news.aol.com/news/article.adp?id=20050811163009990002
Burger King. (2005) Official Website. Retrieved 11 Sept 2005 at http://www.haveityourway.com/
Collins, Luke. (2002) "Chips are down for Burger Giants" MCD: McDonald's Corporation News and Articles. Retrieved 27 Aug 2005 at http://www.licenseenews.com/news/news134.html
Daft, R.L. (1997). Management. Fort Worth, TX: Dryden Press.
e. English-Mandarin) or for multiple packs (i.e. 12 language packs). There is only one competing product on the iPhone App Store and it does not have these capabilities. The product is a complement to the existing line of iTravl translators and Lingvosoft applications for other high-end multi-function mobile devices.
Because the product has a high-end position, it should be priced accordingly. The current prices for Palm OS for example range anywhere between $79 for single language packs to $199 for multiple language packs. The iPhone applications should be priced within a similar range. The current competitor Mobile Glot has their basic dictionaries priced for free, which reflects the low quality of their product relative to Ectaco's products.
The placement for this product will be the iTunes App Store. This is the sole outlet for such applications specific to the iPhone. The target market searches the app store for these products…
Translation.net. (2010). Handheld devices and PDA software & utilities. Translation.net. Retrieved January 25, 2010 from http://www.translation.net/handheld.html
Middleton, C. (2009). Let technology do the talking: Testing mobile translators in Chinatown. The Telegraph. Retrieved January 25, 2010 from http://www.telegraph.co.uk/travel/travelaccessories/4370561/No-longer-lost-in-translation-Testing-mobile-language-devices-in-Chinatown.html
FedSpending.org. (2010). Contracts to Ectaco. FedSPending.org. Retrieved January 25, 2010 from http://www.fedspending.org/fpds/fpds.php?company_name=ectaco&sortp=r&detail=0&datype=T&reptype=r&database=fpds&fiscal_year=2005&submit=GO
White, J. (2008). Start your engines: Mobile application development. DevX.com. Retrieved January 25, 2010 from http://www.devx.com/SpecialReports/Article/37693
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…
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.
Coined by marketing guru Jay Conrad Levinson, guerrilla marketing is marketing that is unconventional, nontraditional, not by-the-book, and extremely flexible. The nine major differing factors from conventional marketing provided in "360 Degree Internet Marketing - Think Outside the ox for Minimum Cost, Maximum Results," (2001), are:
Instead of investing money, you invest time, energy and imagination.
Instead of guesswork, you utilize our expertise and experience.
Instead of measuring your success in terms of traffic, responses or sales, you do so in terms of profits - your bottom-line.
Instead of ignoring customers once they've purchased, you follow-up for cross-sales, up-sales, and referral sales with great persistence.
Instead of only concentrating on making sales, you are dedicated to making relationships, which result in many more sales over the long-term.
Instead of focusing on a single strategy, you utilize a combination of many.
Instead of growing large and diversifying, you grow profitably…
360 Degree Internet Marketing - Think Outside the Box for Minimum Cost, Maximum Results," (2001), (Bulls Eye Marketing Group), Available: http://www.bullseyemarketinggroup.com/guerrillamarketing.html (Accessed 2003 March 1).
Arora, S. (2000), "Guerilla Launch Tactics," (eFuse), Available: http://www.efuse.com/Grow/guerilla_marketing.html (Accessed 2003 March 2).
Case Studies," (the Viral Factory), Available: http://www.theviralfactory.com/casestudy.htm (Accessed 2003 March 1).
Churchill, C. "Search Tip: Use Gateway Pages," (NetMechanic), Available: http://www.netmechanic.com/news/vol2/search_no2.htm (Accessed 2003 March 2).
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…
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.
The company will also offer training service for small and home businesses. ATC will achieve strategic positioning by delivering value proposition for its product and services. ATC will use packaging, brand name, styling, quality, and safety to position its products. The company will use cost advantages to compete in distinctive way.
Price: ATC will offer its product and services at industry average price. The company will not offer its products below the industry average price because the customers may believe that the company is not offering the best value for its product and services. However, ATC will use the early payment discount, price discrimination skimming and penetration as the pricing strategies.
Place: ATC will use different distribution strategy to reach customers .The company will open offices at the strategic positions across the United States where customers could order for the company product and services. The company will also use the…
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Customer Value Equation of the Product
Product Marketing Mix
Product Promotion Process
Target Market 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…
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.
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Kline, J.M. (2010). Ethics for International Business: Decision-Making in a Global Political Economy. 2nd Edition. New York, USA: Taylor & Francis.
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)
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…
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.
Marketing Plan for Clinique
Marketing Plan Clinique
Clinique -- Introduction:
Clinique is one of the world's leading brands in skincare, fragrances, cosmetics, and toiletries products. It was introduced by Estee Lauder Corporation in 1968. Clinique is a business unit that represents all the beauty and cosmetics products which Estee Lauder Corporation owns and operates. The company is headquartered in New York, United States of America and sells its Clinique products in more than 80 countries of the world. Clinique is recognized as a premium quality brand which offers extensive range of cosmetics products manufactured according to individual needs of customers from all age groups (Clinique). The following sections present a marketing plan for Clinique brand which may be helpful in analyzing the selling, marketing, and promotional activities of the company and the business environment in which it operates.
A) Current Market Situation:
The beauty and cosmetics industry of…
Barnes, Cindy; Blake, Helen; & Pinder, David. Creating & Delivering your Value Proposition: Managing Customer Experience for Profit, 1st Edition. Philadelphia: Kogan Page, 2009. E-Book.
Clinique. 3 Step System. 2012. Web. 25 July, 2012.
Henry, Anthony. Understanding Strategic Management, 1st Edition. New York: Oxford University Press, 2008. Print
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The American Snack Chip Manufacturing Corporation ("American Snack") has the mission of delivering the world from hunger, one chip at a time. The company will produce flavored snacks from its home in Queens. The company was founded by two women and some inherited commercial-grade equipment.
The branding strategy must be tied to the business model, it must be consistent and it must connect emotionally with the customer. The brand, American Snacks, is a statement of intent. Americans connect to all things American, and foreign markets understand that no country produces a wider variety -- and higher quality -- of snacks. The brand will be associated with classic snack products. Pricing will be premium to match the premium positioning of American Snacks. ith this premium pricing, the brand will be able to capture healthy margins not only in foreign markets, but also in the domestic market through premium retail…
Daye, D. & VanAuken, B. (2012). Product launch strategy & success. Branding Strategy. Retrieved December 14, 2012 from http://www.brandingstrategyinsider.com/2012/10/product-launch-strategy-and-success-.html
Girard, F. (2012). Concept of integrated marketing communication. eHow. Retrieved December 14, 2012 from http://www.ehow.com/info_7742033_concept-integrated-marketing-communication.html
Foulger, D. (2004). Models of the communication process. Brooklyn College/CUNY. Retrieved December 14, 2012 from http://davis.foulger.info/research/unifiedModelOfCommunication.htm
Inc. (2012). How to do market research. Inc. Magazine. Retrieved December 14, 2012 from http://www.inc.com/guides/marketing/24018.html
JG's fashion style is characterized as a mix of the following genres: commercial, trend-based, art focus / cultural / theme-based, couture high fashion and mid-market. In essence, JG's fashion style encompasses from low to high fashion markets, historical to contemporary arts and cultures.
IV. Target Market
JG's target markets for fashion advertising are Australian mid-range boutiques and high fashion brands. These boutiques and brands are known for having edgy and unique fashion images. Brands fitting this profile include the following, to name a few: Ellery, Lover, omance was Born, Bec and Bridge, Sass & Bide, Karen Walker, Lonely Hearts, Camilla and Mac, Zimmerman.
Within the fashion editorial sector, JG targets magazines that offer exclusive international fashion and showcase the work of leading Australian photographers and up-and-coming fashion design talent. The demographic foci of these magazines are people who have a passion for fashion, art, graphics, photography, illustration and street culture.…
"Designer fashion in the Australian market." (November 2008). New Zealand Trade and Enterprise.
Weller, S. (October 2007). "Beyond 'Global Production Networks': Australian Fashion Week's Trans-sectoral Synergies." Centre for Strategic Economic Studies, Victoria University.
They will also be in charge with packaging the product.
4.2 Distribution Strategy
The distribution channel will be considerably simplified given that the PortAlarm is a DIY system. Therefore, company will no longer have to send their electrician to install the alarm system. His presence within the company is however compulsory for he will have to attend any complaints and additional services required by the buyers.
The distribution will be a direct one, no intermediaries interfering in the process. The client will be able to pick up the product form the company's location, reducing as such the company's logistic expenses.
4.3 Promotion Plan
The PortaAlarm will be promoted both directly and indirectly. The direct strategies imply that Starlet Alarms will present the new product to their customers with the aid of their sales representatives. The telesales staff will contact the past customers they have in the company's database and will…
2002-2007, the Marketing Mix (the 4 P's of Marketing), Net MBA, http://www.netmba.com/marketing/mix /' target='_blank' REL='NOFOLLOW'>
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.…
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).
The impersonal entails the process of
Marketing - Nike: Company nalysis
Genius World of dvertising and Marketing
The media bombards society with commercial messages daily, both written and spoken. There are, for example, the easily forgettable newspaper ads, the brightly colored billboards on the highway that one can see while driving, or on the side of buildings, the man or woman sitting on the side of the road with a flyer, or the boring radio commercials. There are also, of course, the funny messages on the television, and those jingles and seem not to want to escape constant humming. In other words, merican are simply surrounded by these various marketing tools that say "buy this" or "try this."
In fact, according to Consumer Reports, an average merican is exposed to 247 such messages daily.[footnoteRef:1] Other sources, however, beg to differ with this estimate and offer much higher ones. For example, lf Nucifora, who is an…
A relatively free spirited company has, now, proven itself to be a strong establishment in quality, in the social forum and, perhaps most importantly, financially as well. [35: "The New Nike." Bloomberg Businessweek. (2004). http://www.businessweek.com/magazine/content/04_38/b3900001_mz001.htm , accessed July 2011.]
Nike is one of the top sportswear and sports equipment companies in the world today. The presence of a small company started in Oregon has truly grown to massive proportions, and has been aided by fantastic advertisements and witty marketing strategies throughout the 1960's and 1970's, and innovative strategies from the 1980's onwards, the most recent of which have taken advantage of the internet social networking boom to promote new ways of creating a shoe and of promoting the company's goals. Due to the company's cornering of the market and the fact that it is truly difficult to propose any new strategies (as the company has done them all), Nike will probably be around for a very long time.
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…
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
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as, many of these ads will often have the picture of: the fragrance with a celebrity or model. While at the same time, they will have a sample that can be opened and smelled. This is important, because these two different tactics can create positive perceptions about the product in the minds of consumers.
You can then use newspapers and television advertising, to continue exposing the individual to the product itself. Where, the different forms of mediums will give them constant positive images of the merchandise and what it is about. This would be augmented with: an effective internet and radio campaign. Once this occurs, it will help to expose the core target audience to: the benefits of the product and how good it will make them feel. This is the point that you can create some kind change in the way consumers are: perceiving the product and the emotions…
"Advertising Media Planning: A Primer." Ad Media, 2007. Web. 05 May 2011. < http://www.admedia.org / >.
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III. Media Strategy
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…
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).
Illustrate the differences between a straight rebuy, modified rebuy, and a new task purchase. Why is it important to understand the differences?
A straight rebuy is the purchase of standard parts, maintenance, or repair, and operating supplies, or any recurring need purchased on a routine basis (Kotler, 2006). For example, the routine purchase of printing paper is a straight rebuy. A modified rebuy is a situation in which purchasers have experience to draw on, and consider alternatives to previous purchasing (Kotler, 2006). For example, if a company recently purchased a new printer from vendor A, but was not satisfied, they may decide to purchase from vendor B. In the same situation next time. A new task purchase is a situation in which purchasing does not have previous experience with a requirement, and thus, has no relevant knowledge of product solutions (Kotler, 2006). For example, if a company requires the purchase…
Bell, J. (2006.) Strategic vs. tactical marketing - understand and profit. Retrieved Dec. 14, 2006 from Marketing Strategies. Web site: http://www.businessseek.biz/article-directory/article-531.html .
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Keller, K. And Tybout, A. (2002.) The principle of positioning. Market Leader, 19, 65.
Kerin, R. (2003.) Marketing, 7th ed. New York: McGraw-Hill.
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…
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.
Whether one is browsing through Cosmopolitan or any other magazine all the leading glossies will have special pages adorning the advertisement of this fashion brand of women's tops.
High Fashion brands try to explore new avenues to further build their association with high-end target market by linking themselves to certain events and programs as part of their promotional techniques. 'Flamenco' would also make association with major Hispanic events already in place. We will also start a 'Flamenco Dance' campaign as an event that would celebrate colorful dances and clothes of Latinos.
Budgets and Controls
It is proposed that the marketing budget to launch the advertising and promotion campaign that includes print advertising, celebrity hook up, outdoor advertising and other initial activities should be considerable. Initial marketing budget will run in millions that is separate from the product development cost and infrastructure investment. Also exclusive boutiques opened will also have a…
Elias, Cristina. 'Young Hispanics and Hip Latinos' September 13, 2005. Ahorre.com. 21 May 2006 http://www.ahorre.com/blog/hispanic_marketing/us_hispanic_market/young_hispanics_and_hip_latinos/
LATINA FLAVOR: Today's Hispanic Woman Feasts On Fashion' 3 October 2005. Cotton Incorporated.
21 May 2006 http://www.cottoninc.com/lsmarticles/?articleID=416
LATINA CLOTHING LOVERS: Clothes shopping is a passion for many Hispanic-American women' 19 October 1998. Cotton Incorporated.
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…
Anonymous (2011). Marketing. Retrieved from http://www.freezingblue.com/iPhone/flashcards/printPreview.php?fileid=119645
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All legal stipulations in regard to the usage of licensed and branded merchandise would be respected.
It is initially expected that the aerobics class would sell subscriptions to 1,500 customers. This high volume of sales would be due to promotional offers which promote the aerobics class at lower retail prices. As the promotions expire however, a small decline in the number of sales is expected. The company is however confident that it will manage to sell an estimated 1,300 products following the expiry of the promotions and that it will be able to sustain this level. Additionally, organizational improvements in the product offer and new marketing campaigns would also be implemented and they would attract new customers and as such generate more sales.
Three sponsorships contracts are to be signed -- they have already been negotiated and they would be completed as the project is launched.…
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The bottled water industry is an extremely dynamic one which has brought the players major revenues. Seeing the great potential for further profits, new companies have emerged and some of the already existent ones merged as to get better comparative advantages. Evian's main competitors are the Perrier Group, Aquafina and Dasani, and all these have engaged in marketing operations to differentiate themselves from the newly entered players and consolidate their position in the international market. The Perrier Group based their marketing campaigns onto radio announcements in order to reinforce their brand; Dasani has launched a new television advertisement featuring the Commodores and other funk stars; and Aquafina (from PepsiCo), has developed a televised campaign based on advertisements featuring celebrities (Hein, 2001).
3.4 Target Market
The target market is identified through the application of the segmentation criteria. The most commonly used such criteria include age, cultural background, economic and social status,…
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In order to incorporate the electronic education business into Med Ed, Learner is going to need to set out some performance benchmarks for the unit that reflect the bricks-and-mortar Med Ed educational leadership. There are a few different issues, therefore, that need to be covered. The first is the setting of performance benchmarks, which should reflect both the competencies of Cyber Health and the mission of Med Ed. The second issue that needs to be addressed is how these different performance benchmarks contribute to the organization's overall objectives.
eb Site Design
There are several different benchmarks for web site design. Kim, Shaw and Schneider (2003) have proposed six categories of benchmarks for e-commerce: business function, corporation credibility, contents reliability, website attractiveness, systematic structure and navigation. These cover most of the critical areas, but because with electronic education the students actively interface with the school over the web, there will…
Kim, J., Suh, E. & Hwang, H. (2003). A model for evaluating the effectiveness of CRM using the balanced scorecard. Journal of Interactive Marketing. Vol. 17 (2) 5-19.
Kim, S., Shaw, T. & Schneider, H. (2003). Web site design benchmarking within industry groups. Internet Research. Vol. 13 (1) 17-26.
Targeted Home Consumer
When selling a product, an organization's sales department has to be extremely careful while trying to consider which best approach to use when selling. Therefore, the sales department finds that it is better for the product to be sold in the commercial market other than using the home customer approach. The commercial market has a significant advantage over the home-consumer selling because many people are likely to purchase the product in an open consumer or commercial market. When taking the product from door to door, many people are not comfortable with the exercise, and there is a general believe that the product maybe fake or of a low quality.
New markets are the upcoming markets that were not in existence before, and they have a greater potential then those that were in existence before. For instance, this market is probably a new institution has been opened like…
Doyle, P. (2000). Value-based marketing: marketing strategies for corporate growth and shareholder value. Chichester: Wiley.
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