...Assignment 2: Promotion Mix/ Personal Selling & Global Markets MARKETING PLAN Cassius Matthis Principles of Marketing | MKT230 BLC | AN150326.0429.5W April 27, 2015 Russell Corpron The Waters Bottling Company 2015 Marketing Plan TABLE OF CONTENT Section 1 – The Environment * Introduction to Marketing * The Marketing Mix * The Marketing Environment * Marketing and its relationship with other functional areas of business * Strategic Marketing * Planning Process * Strategy * Organizational Levels * Goals and Objectives * Planning Gap * Ethics in Marketing Section 2 – Market Research & Targeting * Market Research * Research Methods & Data Mining * Market Research Process * Consumer Behavior * B2C vs. B2B * Consumer Decision Making Process * Factors Affecting B2C and B2B consumer behavior * Market Segmentation * Market Segmentation Concepts * Segmentation Process * Segmentation Strategies * Target Marketing Section 3 – Product & Price * The Product * Product Levels: Core, Actual, & Augmented (Packaging) ...
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...Marketing 6 MARKETING 6 The Marketing Mix 6 PRICE 6 PRODUCT 7 PLACE 7 PROMOTION 7 The Marketing Environment 7 Marketing and its relationship with other functional areas of business 8 RESEARCH AND DEVELOPMENT 8 Human Resource 8 Customer service 9 Planning 9 Goals and Objectives 9 Planning Gap 9 Ethics in Marketing 10 Market Research 10 Research methods & Data Mining 10 Market Research Process 11 Consumer Behavior 11 B2C vs. B2B 11 Marketing to B2B 11 Marketing to B2C 11 Consumer Decision Making Process 12 Factors Affecting B2C and B2B consumer behavior 12 Market Segmentation 12 Market Segmentation Concepts 12 Behavioral 12 Demographic 12 Geographic 12 PRODUCT 13 o Core product 13 o Actual product 13 o Augmented product 13 Product life cycle 13 o Introduction Stage 13 o Growth Stage 13 o Maturity Stage 13 o Decline Stage 14 BSC model 14 Services Marketing 14 Price determination and Pricing Strategies 14 Supply 14 Demand 15 Competition 15 Objectives and Strategies 15 o Price skimming 15 o Price penetration 15 Distribution channel 16 Logistical arm 16 Marketing arm 17 Length and width 17 Direct and indirect 17 o Direct channels 17 o Indirect channel 17 Verbal & Horizontal channel conflict 17 Verbal channel 17 Horizontal channel 17 Promotion 18 Communication process and tools 18 The five communication tools are: 18 Push vs...
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...SOSTAC™ e-marketing plan for B2B Company What is SOSTAC™ ? The SOSTAC Planning System is one of the most powerful planning systems ever developed. Simple but extremely effective, as it contains all the ingredients vital for the perfect marketing plan. Whether a blue chip, like IBM and BT, or small business, professionals who discover SOSTAC Planning System embrace it for life. This method will help you to create, write and develop your marketing plan by breaking down into six elements: Situation analysis, Objectives, Strategy, Tactics, Action and Control. Figure 1 SOSTAC™ - a generic framework for e-marketing planning How does it work on B2B company e-marketing plan? 1. Situation analysis Internal audits •Current internet marketing audit (business, marketing and internet marketing effectiveness) •Audience composition and characteristics •Reach of web site, contribution to sales and profitability •Suitability of resources to deliver online services in face of competition External audits •Marco-economic environment •Micro-environment C new marketplace structures, predicted customer activity •Competition C threats from existing rivals, new companies and intermediaries Assess opportunities and threats (SWOT analysis) •Markets and product positioning •Methods of creation of digital value and detailed statement of customer value poposition 2. Objective analysis •corporate objectives of online marketing •detailed objective;...
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...Basic Elements of a Marketing Plan 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance Marketing Mix • The four Ps Product Price Place Promotion The Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Model of the IMC Planning Process Review of marketing plan Analysis of Promotional program situation Analysis of communications process Budget determination Develop integrated marketing communications program Advertising Sales promotion PR/ publicity Personal selling Direct marketing Develop objectives and strategy for each Develop message, media strategy, and tactics Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Internet/ interactive Retail communication planning Retail objectives • The primary objective is to build store traffic. • Retailers also use advertising to: – attract new customers – build store loyalty – increase the average sale – maintain inventory balance – create a sense of urgency Copyright © 2012 Pearson Education 1 8 -5 Retail communication planning Retail targeting • The first concern is geography. – Where do my customers live? – How far will they drive to visit my store? • The next concern is consumer taste. – Offers, merchandise, and advertising messages...
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...Effective Marketing Strategies for MARKS-V Tablet Effective Marketing Strategies for MARKS-V Tablet Submitted by GROUP 9: Allvin Muthunayagam - PGPEX 4/9 Kinshuk Bharmer - PGPEX 21/9 Mohneesh Saxena - PGPEX 22/9 Rishi Malviya - PGPEX 34/9 Soumya Srinivas - PGPEX 43/9 Vipin Kumar Tyagi - PGPEX 55/9 1 |Group-9|PGPEX-9| IIM Calcutta| Effective Marketing Strategies for MARKS-V Tablet Contents: 1. Industry Outlook and Company Profile 2. STP for MARKS-V Tablets Segmentation Targeting Positioning Promotion 3. Promotion 4. Distribution Channels 5. Competitor Benchmarking 6. Pricing 7. Porter’s Five Forces Analysis 8. Product SWOT Analysis 9. Service Management 10. Conclusion 11. References 1. Industry Outlook and Company Profile As per IDC report, 7 inch tablets in the less than $150 price band populated the market and will continue to do so in the foreseeable future. While Android still has majority of the pie, we do see vendors exploring the 8-9 inch segment. Adjacent diagram depicts the market share for major players in Tablet Market. IDC said the overall tablet market in India reached about 2.66 million units in 2012 and is expected to reach around 6 million units in 2013. For this article we have made following assumptions: 1. MARKS-V is already into laptop manufacturing business and entering into low-cost tablets market. 2. We already have established supply chain network and after sales/service network in place...
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...A STUDY ON “INSTITUTIONAL SALES AND ITS GROWTH AT NIPPO BATTERIES Co. Ltd. PRODUCTS” SUMMER TRAINING PROJECT REPORT SUBMITTED TOWARDS PARTIAL FULFILLMENT OF POST GRADUATE DIPLOMA IN MANAGEMENT (Approved by AICTE, Govt. of INDIA) (Equivalent to MBA) ACADEMIC SESSION 2009-11 SUBMITTED BY: CHINGAKHAM DENIS SINGH Roll no. BM 09 056 SUBMITTED TO: EXTERNAL SUPERVISOR: Prof. Anagha Shukre Faculty IMS, Ghaziabad INTERNAL SUPERVISOR: Mr. Saswat Das General Manager(Sales and marketing) NIPPO Batteries Co. Ltd, New Delhi INSTITUTE OF MANAGEMENT STUDIES C-238, BULANDSHAHR ROAD LAL QUAN, PB No. 57 GHAZIABAD ACKNOWLEDGEMENT I would like to extend my deep gratitude towards NIPPO BATTERIES CO. LTD. for providing me with an excellent opportunity to be associated with it as a part of my summer internship programme. I was associated in particular with GLIDE Institutional sales, the specialized department of NIPPO Batteries Co. Ltd. responsible for extending the market share of Glide shaving kits and its database of clients. Working here turned out to be a great learning experience for me, the credit for which goes to each and every member of NIPPO batteries Co. Ltd. New Delhi sales and marketing team. It is my privilege to acknowledge my sincerest gratitude to Mr. Saawat Das (Country Head - Sales and marketing, NIPPO) for his co-opearation and inspiration at every stage during the pursuance of the project. However, in particular I would like to thank Mr. Saswat Das (General Manager - Sales...
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...4PS OF MARKETING Introduction In the early 1960s, the concept of 4Ps was first suggested by E. Jerome McCarthy. He suggested that these four P’s as Product, Pricing, Place, and Promotion. The main reasons the marketing mix is a powerful concept are it makes marketing seem easy to handle, allows the separation of marketing from other activities of the firm and the delegation of marketing tasks to specialists. The marketing mix concept also has two important benefits. First, it is an important tool used to enable one to see that the marketing manager’s job is, in a large part, a matter of trading off the benefits of one’s competitive strengths in the marketing mix against the benefits of others. The second benefit of the marketing mix is that it helps to reveal another dimension of the marketing manager’s job. All managers have to allocate available resources among various demands, and the marketing manager will in turn allocate these available resources among the various competitive devices of the marketing mix. These 4Ps are: 1. THE PRODUCT: Exactly what product or service are you going to sell to this market? Define it in terms of what it does for your customer. How does it help your customer to achieve, avoid or preserve something? You must be clear about the benefit you offer and how the customer’s life or work will be improved if he or she buys what you sell. 2. THE PRICE: Exactly how much are you going to charge for your product or service, and on what...
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...CONTENTS Toyota executive summary………………………………………………………………………………………………………………1 How products are developed to sustain competitive advantage………………………………………………………2 How distribution is arranged to provide customer convenience………………………………………………………3 How price are set to reflect an organisation’s objectives and market conditions…………………………….4 Analyse the additional elements of extended marketing mix……………………………………………………………5-6 Show how and why international marketing differ from domestic marketing……………………………………7-8 How promotional activities is intergrated to achieve marketing objectives……………………………………….9 Plan marketing mixes for two different segments in consumer markets……………………………………………10 Illustrate differences in marketing products and services to business rather than consumers…………..11 Reference……………………………………………………………………………………………………………………………………………12 TOYOTA EXECUTIVE SUMMARY Toyota is a Japanese multinational automaker headquatered in Toyota , Aichi ,Japan. The company was founded by kiichiro Toyoda in 1937 as a spinoff from his father’s company Toyota industries to create automobiles. Three years earlier ,in 1934, while still a department of Toyota industries, it created its first product, the type A engine , and , in 1936 ,its first passenger car, the Toyota AA . Toyota motors corporation group companies are Toyota (including scion brand), lexus, daihatsu and Hino motors along with several non-automative companies . TMC is part of the Toyota group, one of the largest...
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...Challenge: Hubspot emphasizes that it will do only INBOUND marketing. That is the real problem and hence Hubspot’s real problem is the business strategy and not the marketing strategy. Inbound marketing cannot be a stand-alone strategy for a company but since Hubspot champions it, it has in effect cornered itself. Problem with Inbound is , it is a “carpet-bombing” air-war scheme which works in limited mode but in reality market demands “more targeted” ground-war scheme to break through the clutter. This means delivering high quality content to “right” audience and not just to everyone. You also have to do it across multiple channels, which may smell of some “outbound” marketing strategies like phone, direct mail etc. The challenge here is if someone don’t know about you then they cant search about you. And hence lack of an integrated multi channel business model is at the root of Hubspot’s problem. Hubspot is confusing inbound marketing with “content-driven” inbound marketing, which seems to create trouble for it. Hubspot SWOT Analysis: Strengths • Simple solution which attracts customers initially • Good lead tracking and analytics offering • Customer acquisition cost is comparatively lower than competition • Pioneer of Digital Inbound marketing • Do a good job of creating traffic • Decent demand for Hubspot’s freeware programs in market • Passionate employees • Good online buzz and positive press Weaknesses • Dependency on content marketing component of...
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...Business-to-business B2C & B2B A B2C site is defined as a consumer shopping on the Web, often called business-to-consumer (or B2C). B2C ordinarily refer to on-line trading and auctions, for example, on-line stock trading markets, on-line auction for computers and other goods. B2C e-commerce refers to the emerging commerce model where businesses /companies and consumers interact electronically or digitally in some way. One of the best examples of B2C e-commerce is Amazon.com, an online bookstore that launched its site in 1995. In a B2C e-commerce the focus is more about enticing prospects and converting them into customers, retaining them and share value created during the process. The ultimate goal is the conversion of shoppers into buyers as aggressively and consistently as possible. In a typical B2C flow of information between business and consumer typically is through the medium of Internet. This flow includes product orders/service requests from customers, product information, specifications, providing of services by Business etc. In addition, it may also include, flow of tangibles (e.g. goods ordered from customer, documents transfers between business and customer etc.) Giving credit to the author retrieved from http://projects.bus.lsu.edu/independent_study/vdhing1/b2c/ A B2B site is defined as transactions conducted between businesses on the web. In simple words B2B commerce can be defined as "doing business electronically" or business that is conducted...
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...Questions: Theo Chocolate (Explain / Defend all answers) 1. What are the brand values of Theo Chocolate? Theo Chocolate positions itself as an origin, organic, fair trade, and ecological concerned brand. * Theo Chocolate buys raw beans directly from farmer cooperatives. * Theo Chocolate focus on sustainable practices and partners with farmer and grower cooperatives by providing technical assistance. * Theo Chocolate purchases beans only under fair trade principle that enables farmers to enhance their livelihoods. * Theo Chocolate concerns on ecosystem and co-branding with Jane Goodall, a leader of environment movement and founder of Jane Goodall institution. 2. Is it valid for Theo to attempt to be the Starbucks of chocolate? What would that mean for Theo, exactly? In my perspective, except for the common concept of educating customers about the product, Theo should not attempt to be the Starbucks of chocolate since these two brands are significantly different in many ways. Firstly, Starbucks educates customers in an effective and efficient way since they are everywhere; however, Theo sells chocolate mainly from distributors and retailors. Under the situation of limited direct stores, Theo can only convey its concept through product package, website and advertisement. Secondly, Instead of being product-oriented, Starbucks sells a sense of lifestyle that means brand-oriented. If Theo wants to be the Starbucks of Chocolate...
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...Session 01 Introduction to Business Marketing Girish Ketkar B2B Marketing @ BIMM 2012-14 Semester 1 Session 01 Agenda B2B perspective Differences between consumer and business marketing Types of customers Girish Ketkar B2B Marketing @ BIMM 2012-14 Semester 1 Session 01 1 Reading Business Marketing Management: B2B (Hutt, Speh) – Chapter 1: A Business Marketing Perspective Industrial Marketing (Krishna K Havaldar) – Chapter 1: The Nature of Industrial Marketing – Chapter 2: Understanding Industrial Markets and Environment Girish Ketkar B2B Marketing @ BIMM 2012-14 Semester 1 Session 01 B2B Perspective Girish Ketkar B2B Marketing @ BIMM 2012-14 Semester 1 Session 01 2 B2B Marketing Industrial Marketing Business Marketing Organizational Marketing Girish Ketkar B2B Marketing @ BIMM 2012-14 Semester 1 Session 01 Business Markets Markets for products and services – Bought by • Businesses, Government Bodies and Institutions – For • Incorporation – Raw materials, ingredients, sub-assemblies… • Consumption – Stationery, housekeeping services, security services, fuel… • Use – Machinery, forklift trucks, computers, air-conditioners, furniture, cars… • Resale Girish Ketkar B2B Marketing @ BIMM 2012-14 Semester 1 Session 01 3 Business Marketing (B2B Marketing) Many definitions… – Marketing activities of an organization which has exchange relationships...
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...Business-to-business marketing doesn’t have to be complicated or elaborate to be effective. Business-to-business (B2B) can be explained as business that sells products or provides services to other businesses. These organizations in turn, may re-sell the products and services to final consumers; or they may use the products or services as an input for manufacturing of final consumer goods; or use it provide services to final consumers; or government that use these products and services to serve the society. While B2B activity may exist in both traditional form and online, the acronym B2B is commonly refer to the online variety (Jobber, 2007, p. 19). Modern marketing concept can be defined as identifying and meeting targeted consumer needs and wants better than the competitor, for the benefit of the organization and its stakeholders. Therefore, the function of marketing management will include formulating and implementing a suitable marketing strategy to achieve organization goals; through satisfied customers (Kotler & Keller, 2009, p.45). In fact, the most successful B2B marketing is often based on a simple strategy: Deliver clear, relevant messages consistently well over time to carefully selected prospects. Here are seven principles of a simple but smart B2B marketing strategy: 1. Targeting. Aim your marketing campaigns toward the people who most want to hear from you: Prospects with the same needs and demographics as your best customers. 2. Relevance. In a noisy...
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...B2B案例研習 <<Alibaba>> 課程:電子化採購與B2B 課程序號:09070300 任課老師: 宋培建老師 學生姓名:朱家爵 學號:138354032 Contents * Definition pg.3 * Company Introduction pg.4 * Companies and affiliated entities pg.5-pg.7 * The Growth of Alibaba pg.8-pg.10 * Alibaba Business Model pg.11 * Five Forces Analysis pg.12-pg.13 * Present the Corporation Now pg.13 * Business Environment pg.14-pg.15 * The Financial Analysis pg.17-pg.18 * SWOT Analysis pg.19 * Recommendation for Alibaba pg.20 * Conclusion pg.20 * References pg.21 Definition * E-commerce Electronic commerce, commonly known as e-commerce or eCommerce, is a type of industry where the buying and selling of products or services is conducted over electronic systems such as the Internet and other computer networks. Electronic commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at one point in the transaction’s life-cycle, although it may encompass a wider range of technologies such as e-mail, mobile devices, social media...
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...part of their business strategy. Instead of integrating with broader concept in deploying collaborative environment with specific goal, social computing helps to develop and direct innovative implementation in an organisation. SNSs introduce a new communication channels for organisation in a form of information dissemination and effective collaboration. The rise of the social media offers new ways of communication with respect to sharing information within the organisation, consolidating relationship among employees or keeping in touch with outsider such as customer or corporate partners. This paper discuss the impact of social computing which facilitate the organisation in terms of the communication channel in outward direction in the sense of toward customer, partners, suppliers and...
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