...previous studies carried out by various authors. The third chapter of the study will conduct the methodology chapter, which will indicate the research methods and designs. The analysis and finding for the research study will be in the fourth chapter. The final and fifth chapter will conclude the study and provide useful and justified recommendations for the further research (Welford, 2007, 52–62). Observing consumer behavior while they are shopping gathers a wide variety of information about their behavior in choosing products and services. The consumer behavior is observed upon number of observable phenomenon like physical actions, such as the actual shopping pattern of consumers (in store or through online interface); verbal behavior, such as sales conversation between buyer and the seller or communication of buyer with other buyers in the store; expressive behavior, such as facial expressions and tone of voice or behavior while interacting with product features they are buying; and temporal patterns, such as amount of time spent by consumers while making their purchase decision (Zikmund, pp. 239-240). The marketing activity of Starbucks can be made more effective through understanding the consumer behaviour in the global markets. As Starbucks has expanded its operations globally, it needs to improve the marketing activity through understanding the consumer buying process in different markets. The situational, social, psychological and cognitive factors need to be examined in detail...
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...idea of marketing is of a matching a company’s capabilities and the wants of customers in order to achieve the objectives of both parties. Therefore, marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services in order to create exchanges that satisfy individual and organisational goals. When Adam Smith said that consumption is the sole end and purpose of production he was in fact describing what has in recent years become known as the marketing concept. The marketing concept implies that all the activities of an organisation are driven by a desire to satisfy customer needs. In order to satisfy customer needs it is essential for today’s businesses to create a marketing plan. Marketing planning is concerned with adapting the organisation to a changing environment. Long-term success in current competitive markets requires a co-ordinated approach to meet customer needs better than competitors. All companies have a set of capabilities in the form of resources and management skills, which are not necessarily capable of taking advantage of all market opportunities as effectively. Marketing planning is a logical sequence and a series of activities leading to the setting of objectives and the formulation of plans for achieving them. The marketing plan operates at two levels. The strategic marketing plan lays out the broad marketing objectives and strategy at the corporate level. It analyses the marketing environment...
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...Identify marketing research methods in order to obtain and analyse market and competitive data Marketing Research is " the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process(Brisber,2009) On the questioning- Qualitative marketing research generally used for exploratory purposes - small number of respondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples include focus groups, in-depth interviews, and projective techniques ▪ Quantitative marketing research - generally used to draw conclusions - tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of respondents - examples include surveys and questionnaires. ▪ Techniques include choice modelling, maximum difference preference scaling, and covariance analysis. on observations: ▪ Ethnographic studies -, by nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) - examples include product-use analysis and computer cookie traces. See...
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...STUDENT MARKETING PLAN FOR “All Natural Shampoo” Table of Contents: 1. Background * Executive Summary * Company Description 2. Strategic Focus and Plan * Mission/Vision * Goals * Competitive advantage 3. Situation Analysis * SWOT Analysis * Industry Analysis * Competitor Analysis * Company Analysis * Customer Analysis 4. Market – Product Focus * Marketing and Product Objectives * Target Markets * Points of Difference * Positioning 5. Marketing Program * Product Strategy * Price Strategy * Promotions Strategy * Place Strategy 6. Financial Data and Projection * Break- Even Analysis 7. Organization 8. Implementation Plan 9. Evaluation 10. Appendices 1. Background Executive Summary/Company Description In 2009 the personal care industry is evolving at its highest rate. In fact, today’s societies put emphasis on their appearances which, more now than ever, represents a strong judgmental basis. Within this industry is a market that occupies a strong place: the hair care market. Just as consumers worry about their skin, they also worry about their hair. In brief, this particular market consists of shampoo, conditioners and styling agents. The largest subsector within hair care is shampoo, which is also experiencing a sector growth since 2003. Under such circumstances, the present marketing plan will focus particularly on All-natural Shampoo. It...
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...long run; including by expanding the market to university students as well. Cashtivity believes that its point of differentiation in its product will lie in its unique delivery of financial knowledge. It believes its originality lies in its ability to adapt complex financial knowledge into laymen’s terms, thus making such knowledge palatable and accessible to the general public, while also using leading technology to make the delivery of these educational resources interesting, interactive and addicting. Cashtivity’s motivation is driven by Marissa Di Pasquale’s motivation to be able to instruct people on how to manage and increase their wealth using what she believes should be common sense knowledge but isn’t at this point in time. In essence, she is trying to deliver financial knowledge to those who may not be interested at this point, for reasons such as complexity barriers to knowledge, or ignorance of wealth discipline; as well as to those who may wish to know more about financial knowledge but don’t have the tools to discover more about it. Simplicity is Cashtivity’s point of difference. Cashtivity is looking at ways to instigate uptake of its services on the internet within the school market as well as the family and friends market [which represents the stepping...
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...GmbH’s wing” defines and explains Red Bull GmbH’s brand growth as “...A reflection of Red Bull GmbH’s freewheeling corporate culture that has enabled the company to build an enviable product performance... years fine-tuning its marketing and communications strategy.” This explanation in the article is true, to which modern global corporations aim to apply frameworks or models to help them succeed and better themselves from the competition. The background summary is a brief explanation and overall introduction of Red Bull GmbH. The Theoretical analysis identifies and describes the sources of Red Bull GmbH’s brand equity. The theoretical analysis II integrates and analyses’ the Red Bull GmbH’s marketing program in terms of how it contributes to the brand’s equity. It identifies any alternatives, or issues that might arise through the contribution of various factors. The theoretical analysis III, allows for the evaluation of Red Bull GmbH’s move into herbal teas, fast-food and magazines. It also, requires the critical evaluation of whether it makes sense for the company to expand and if there are any potential benefits and dangers? Table of contents Page 4-7: Theoretical Analysis I Page 8-11: Theoretical Analysis II Page 12-14 Theoretical Analysis III Page 15-16 Bibliography Tables and figures: Table 1: Brand Equity Methodologies. Table 2: Five stages of brand experience. Table 3: Explains and gives an example of how brand equity is sourced....
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...* Situation Analysis * Lilly ICOS LLC * Lilly’s innovative strategy on producing “life-qualitiy drugs” and meeting economic target of $500 million in annual sales, ICOS aim of recognition in pharmaceutical industry and their new drug advantages over competitors constituted the starting point of this marketing plan. * Viagra and Levitra * Cialis’ main competitor, Viagra, presents lower benefits and effectiveness in medical terms. However, Viagra possess a powerful characteristic, first-mover advantage. Their huge and increasing investment on R&D resources along with their accurate marketing efforts as well as their focus on sales force constitute their success ($1.5 Billion on annual sales), specifically in the U.S. market. * On the other hand, Levitra, the second competitor, showed good performance on diabetics ED patients. In contrast to their poor presence in US market and small sales force world-wide (1200 sales representative). * ED Market * The demographic data yielded that ED treatment market prevails among males suffering dysfunction in their pre and maturity age (40 to 65 years or over), married or living together (73-80%), presenting a sexual partner (85-92%), and with lower yearly income (<25K) (except for USA). * During seek of treatment process two main barriers were found: embarrassment, commonly among youngest respondents and optimistic reaction about future of their condition. Also partners hugely influence ED patients to...
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...Case Analysis Cunard Line, Ltd.:- Managing Integrated Marketing Communication Problem Statement:- The brand image of a 150 year old luxury cruise company is at stake, due to the unfavorable conditions existing in the external market like, competitiveness, economic downturn, wars etc. and the proposed structural changes within the organization, which is so long an integrated model that built the brand as a whole, is now being worked upon to look after individual segments. The problem in overcoming the external market conditions, by promoting the sales through various discounts and offers, is that, they being positioned as a luxury service and catering the needs of niche segment, pushing the product to people leads to an overall brand dilution. The potential problem in promoting each segment individually is that, the consistent message that promoted the brand as a whole, through integrated communication channel, may be disrupted. Each team concentrating on their segment might tend to miss essence of Cunard brand as a whole, leading to brand dilution. Unfortunately the problem statement is not evident from this write-up. Case Facts:- Cunad Line Ltd is one of the market leaders in luxury cruise (5-Star) industry with 50% of total market share. The 150 year old organization offers cruising on seven ships. Five of them are luxury (5-star) category (QE 2, Sagafjord, Vistafjord, Sea Godess I, and Sea Godess II) and two of them are in premium (4-star) category (Cunard...
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...Harley-Davidson Case Analysis Harley-Davidson Case Analysis Rayzhaun Jones Mississippi Valley State University Strategic Management Dr. Jimmie S. Warren Abstract With the growing global economy, companies are looking for ways to improve their market share. Many excellent firms have learned how to beat their competitors through the implementation of new management, marketing, and manufacturing techniques. Harley-Davidson is one of those excellent companies whom have challenged traditional ideas. We intend to show through this case study that any company can follow Harley-Davidson’s techniques and lead them to excellence. Mission Statement “We fulfill dreams through the experiences of motorcycling by providing to motorcyclists and too the general public an expanding line of motorcycles, branded products, and services in selected market segments.” Vision Statement “Harley-Davidson is an action-oriented, international company, a leader in its commitment to continuously improve its mutually beneficial relationships with stakeholders. Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities. Company Profile and Case Analysis Harley-Davidson Inc. is an American motorcycle manufacturer. Harley-Davidson specializes in the sales of heavyweight motorcycles that are designed for cruising on highways. Harleys have a distinct design and exhaust sound that have appealed...
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...Outline Product: Multiplx Chanel Perfume Client: Chanel Introduction [ADA] Chanel was founded in 1910. It has a long history in the fashion industry. As a market leader, it shows continuous innovation to defend its market share from market challengers, e.g. Gucci, Dior, etc. COCO believed that product innovation can keep consistency of brand image. Chanel’s perfume contributes nearly 40% of the global perfume industry. Adding new element and advanced technology into perfume are seen as a valuable creation perfume history thus enhances the competitiveness of Chanel. Communication Market Analysis Opportunity analysis In the perfume industry, there is only pure essence of a single scent in a bottle. Using the same scent in different occasions is boring, drab and tedious. Hence, a 3-in-one perfume can be designed and offered to tap the high income level of office ladies whose life is with all the glamour, wealth and splendid. They display a keen interest in everything new. With more flavors, the perfume can improve their mood to feel refreshed and even as a self-confidence improver. Consumer markets Market segmentation by consumer groups: Demographics -Gender: Since the establishment of Chanel’s perfume in 1870, it mainly targeted at women. It is found that Chanel has great potential to further develop such upscale perfume for women. -Age: The main target of Chanel is consumers who aged from 30 to 45. From the emphasis of mature and exquisite design of the...
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...Market Segmentation by Jerry W. Thomas When the term “market segmentation” is used, most of us immediately think of psychographics, lifestyles, values, behaviors, and multivariate cluster analysis routines. Market segmentation is a much broader concept, however, and pervades the practice of business throughout the world. What is market segmentation? At its most basic level, the term “market segmentation” refers to subdividing a market along some commonality, similarity, or kinship. That is, the members of a market segment share something in common. The purpose of segmentation is the concentration of marketing energy and force on the subdivision (or the market segment) to gain a competitive advantage within the segment. It’s analogous to the military principle of “concentration of force” to overwhelm an enemy. Concentration of marketing energy (or force) is the essence of all marketing strategy, and market segmentation is the conceptual tool to help achieve this focus. Before discussing psychographic or lifestyle segmentation (which is what most of us mean when using the term “segmentation”), let’s review other types of market segmentation. Our focus is on consumer markets rather than business markets. Geographic Segmentation This is perhaps the most common form of market segmentation, wherein companies segment the market by attacking a restricted geographic area. For example, corporations may choose to market their brands in certain countries, but not in others. A...
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...Marketing mix for Blackberry Marketing aspect Blackberry Inc. Basic customer need A mobile telephone with a built in camera; able to store music, pictures and videos; can download applications and use the internet; a music storage device which can be used on the move. Blackberry is very popular with the BBM service which allows the user to talk to friends, family or co-workers whether they are in the same country or not. Target Market Huge worldwide market with target consumers for all ages but at some point it was appointed to business professionals only. They were not priced or developed for the everyday cellular user. The blackberry 8900 is still primarily targeted to the business professionals; the phone comes preloaded with the mobile trial version of Microsoft office and now gives the ability to edit documents directly on your cell phone. People who like to stay connected to the internet all the time can do that with a certain data. Products A convergence of technologies e.g. a blackberry has a mobile phone, BBM service and internet surfing capabilities. - Blackberry Bold. - Blackberry torch. - Blackberry porch design. - Blackberry curve. - Blackberry black pad. Products have different flavors in respect to color and hardware specification is directly lined with price. Price Blackberry has strategically placed smartphones in all price ranges, as well as with different features to suit different needs. They have given the option to choose from...
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...MA Design Management for Fashion Industries Name: Leong Ruoh Shiang Course: Fashion Brand Marketing Course Leader: Anna Watson Case Study: Chinese Herbal Medicine Cosmetics brand, Herborist Topic A International Marketing Strategies of Herborist Abstract This paper attempts to investigate the internationalization process of a Chinese domestic cosmetics brand, Herborist by making a comparison of marketing strategies applied for different countries as a case study. In addition, by gaining understanding on the development of a local brand and analyzing the issues, which block the way for business expansion, suggestions are made for the exploration of future potential market. This case study is mainly based on quantitative research, which was carried out in the form of a questionnaire conducted by 100 local and Malaysian Chinese. Besides from that, secondary data are taken from Internet and based on literatures published in English and Mandarin. The crucial steps for a domestics brand to enter the international arena is by utilizing different or undifferentiated strategy, reinforcing the innovation of Chinese oriental essence and also enhancement on brand awareness. Keywords- Oriental, Domestic cosmetics, International marketing strategy, Market entry, Brand story, France, International business, Marketing Channels 1. Introduction In recent years, it is obviously seen that there is a thriving and robust...
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...Nor Azeriah Aida Bt Awang (0107003) 4) Kwang Yuk Ching (0100919) 5) Shawn Khoo Kay Keong (0106679) 6) Chong Po Yeng (0103069) Assignment Due Date: 27th July 2015 TABLE OF CONTENTS TITLE PAGE …………………………………………………………………...…….I 1 BACKGROUND Current Skincare Trend in Malaysia…………………………………...….1 Latest Value Perceptions toward Skincare…………………………..…....3 Top 4 Trends in Skin Care in Malaysia……………………….……..……4 Brief about L’Oréal Paris……………………………………..……….…..5 Current Direction of L’Oréal………………………………..……….……6 Skincare Products under L’Oréal Paris………………………………...….7 Prospective Consumers……………………………………………..….….7 Competitor Analysis…………………………………………………....….8 2 MARKETING OBJECTIVE …………………………………………….…11 3 ADVERTISING OBJECTIVE…………………………………………..…..11 4 TARGET AUDIENCE ANALYSIS AND RECOMMENDATION……..…12 5 SWOT ANALYSIS ……………………………………………………..…..14 6 MEDIA OBJECTIVE………………………………………………..………16 7 MEDIA STRATEGY………………………………………………..………16 8 MEDIA MIX……………………………………………………...…...…….17 9 MEDIA PLAN Thematic Media Plan………………………………………….…….20 Event Media Plan…………………………………………...…..…...25 Media Flowchart…………………………………………………….28 II 10 CONCLUSION.……………………………………………………..……...33 11 REFERENCES………………………………………………..…………….34 12 LIST OF TABLES Table 1.0………………………………………………………………5 Table 1.1………………………………………………………………9 Table 1.2……………………………………………………………. 10 Table 1.3……………………………………………………………..17 13 Appendices Appendix 1…………………………………………………………..37 ...
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...|BUSINESS PLAN | |ESSENCES | |Vegetable Juice | |BBA 6 | [pic] Sehrish Inayat (090016) Sarah Masood (090014) Fatima-Tu-Zahara (090028) Tahir Ayub (090006) EXECUTIVE SUMMARY Juices consumption is high because of increased awareness of health consciousness among people. The competitive analysis identified that competition within the industry is high as the industry has some humongous names in it i.e. nestle, shezan, fresher etc. The application of Porter’s five forces to the Pakistani juice industry provides us a view of the potential attractiveness in terms of profitability of the industry. By doing PEST analysis we have learnt that although the political situation of the country is not satisfactory but the GDP and per capita income has increased and raised demand of FMCG’s. The awareness about health consciousness has increased a lot and people are accepting vegetable juices as a regular and healthy drink. SWOT analysis reflected that the industry is full of opportunities. In the end, the strategies for launching vegetable juices are quite similar which were used while launching fresher. The vegetable juices will initially be launched only in flavors that are commonly accepted by the public i.e. Celery, Spinach, Kale, Collard, Greens, Lettuce, Carrots, pumpkin, Cucumber and Mixed vegetable etc...
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