...lifestyle and realised that exploring new music and artists was all a part of trying something different and experimenting with the unusual. Also the launch of their campaign with the phrase ‘Be Stupid’ – The impact was this was chosen through Renzo Rosso taking the stupid move to make jeans that he wanted to wear all those years ago, then took an even more stupid move of trying to sell those jeans to other and are now being enjoyed by millions of people around the world now to enjoy. For below-the-line approach it’s always about engaging with the customers as opposed to selling at them, in having a two way conversation with the customer as to going against them with a one way speech, making it an enjoyable experience for the customer, making this an Indirect sales promotion. Diesel gel the boundaries between to two approaches by combining both expensive activities like Radio and inexpensive activities like indirect sales promotion such as point-of-sales displays. 2. Diesel:U:Music is regarded as an above-the-line approach. It is part of a global music support collaboration along with an on-line music radio station allowing new music and artists to have their music heard and to have an opportunity to have their talent recognised. 3. Premium pricing strategy advantages and disadvantages: Advantages Disadvantages 4. Considering the distribution strategies mentioned in the case study, what might be the outcome if Diesel adopted an intensive distribution...
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...assure consumers and satisfy company goals. The marketing mix can be considered the offering of the company to the consumer. This offer is controlled by the following elements often referred to as the four P’s: • Product • Price • Place • Promotion By using alternative mixes of these four elements you have the capacity to reach multiple customers within your target audience. Biodesign is an advanced tissue repair graft for use in soft tissue repairs by surgeons. It is a product which is owned by Cook Medical, a medical device company. Biodesign was a revolutionary technology that was first to market ten years ago and since then several competitors have come to the market. Since then Biodesign’s positioned has changed to meet the needs of today’s market. Creating a successful marketing mix that will lead to increased market share, often takes market research and experimenting. Biodesign is no different, extensive market research was conducted and several mixes were tested before the final combination was agreed upon. In the case of Biodesign, the product caters to a niche market, and the marketing mix matches that: the price is within market budget, they are distributing the product where it will be seen, and the promotion is geared to solve the problems that the audience is encountering. ***One of the main keys to the success of any marketing plan is the ability to work effectively in shaping marketing mixes that meet the needs of your specified target market. ...
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...Carl Taylor Reflection : Insights into primary health care : There is at least one common characteristic between different countries in the field of health is access to care. Needs of health are insufficiently covered by the provision of health services. Several policies have been implemented in this direction. Today, work focuses on the primary health care concept following the Alma Ata Declaration. The philosophy behind PHC (primary health care) is based upon: • holistic understanding and recognition of the multiple determinants of health • equity in health care • community participation and control over health services • focus on health promotion and disease prevention • accessible, affordable, acceptable technology • health services based upon research methods. These philosophical ideals have been variously interpreted into strategies and services which further the ideals. Primary health care strategies include needs based planning and decentralised management, education, intersectoral cooperation, multi-disciplinary heath workers and a balance between health promotion, disease prevention and treatment. Services to provide primary health care should be locally based, affordable and acceptable, well integrated and offer a multi-disciplinary range of care from health promotion to rehabilitation. This original ideal of primary health care has become known as comprehensive PHC. This is in contrast to selective primary health care which is more medically focused...
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...computers, software, apparel & accessories, shoes, jewelry ... Google result: Online retailer of books, movies, music and games along with electronics, toys, apparel, sports, tools, groceries and general home and garden items. Region 1 ... Both Yahoo and Bing are the same but Google communicates the same core propositions slightly different but all three communicate the same basic core propositions. These online search results are an excellent way of communicating Amazon’s core propositions. Amazon also communicates its propositions at its website Amazon.com but they are not in a sentence list. They are listed by department. Offline Amazon communicates its core propositions very clearly through advertising such as the commercial they ran during the Super bowl. They communicate their promotional offers very efficiently. With each item searched they offer free shipping for a minimum amount spent. They also offer discounts on items according to their popularity. They offer a membership program called Prime Member that offers free and discounted shipping and free kindle downloads for certain books. . All of these promotions are communicated very clearly and can be seen very clearly. 2. Using the...
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...marketing strategy looks at all aspects of selling activities, helps each strategy support the next and makes sure all departments involved are aware of what the others are doing. Strategic Marketing is a way in which the firm capitalizes its current and potential strength to provide better value to its customers. Coke revamped its entire Marketing Strategy post 2000 to counter its declining popularity and counter increasing competition. Cokes New Marketing Strategy 1. Create Liquid Content: This implies creating content in terms of images, videos or articles that are so dynamic that they beg to be shared. 2. Ensure Content is linked: The created content has to be relevant and connected to the companies’ goals and brand. It has to be innately relevant to the business objectives of the company, its brand and the consumers’ interests. 3. Create Conversations: Create conversations and then act and react. Not to just publish content but to interact with the audiences viewing and sharing the content. Interaction via the Social media, the new Distribution Technologies of Twitter, Facebook, Instagram etc. (Coke Marketing Strategy involves listening to consumers globally as to what they want from a beverage in terms of price and taste. What are their activities and how they relax and recharge? What are they looking for during holiday seasons?) 4. Dynamic Story Telling: Earlier television, radio and newspapers were the one way interaction of product promotion. Coca-Cola...
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...Customer Retention Strategies Customer Retention marketing is a tactically-driven strategy to keep relationships with customers going and increase customer interest. This strategy relies on the study of customer behavior. Here are the basic tenets of a marketer that seeks to increase customer retention: 1. Past and Current customer behavior This is the best predictor of how customers will behave in the future. They are the characteristics marketers should most often look at. Analyzing customer tendencies and trends allows the marketer to anticipate, if not predict, the customers reaction to different situations. The marketer must take note that behavior is action oriented, not a description. For example, being a 35-yearold woman is not a behavior; it’s a demographic characteristic. For example if you know from history that customer A is likely to make a purchase if presented with a discount promotion, then you might want to change your marketing tactics to include promotional selling when approaching this customer. A great deal of observation is needed if you desire to predict your customers’ behavior. This involves a great deal of notetaking as well as watching what reaction the customer has to different situations. 2. Active customers are happy customers Happy customers are retained customers. If your keep your customers involved, they develop a sense of contentment from the fact that they are in control. Marketers will take advantage of this by offering promotions that allow these...
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...Opening Your New Dunkin Donuts Location Amber C. Walsh MGT330 Dr. L. Gray August 10, 2015 Opening Your New Dunkin Donuts Location Introduction What an incredible honor to be chosen to be the new Dunkin Donuts District Manager for my geographic area including five new locations. In this paper I will discuss what I believe are four major components that will make this new promotion a successful one. First of all there is job design. Next I will discuss Organizational Design. Then I will speak on how I will go about recruiting for the new branches as well as how I will select who to hire. Finally I will discuss the importance of proper training as well as my preferred method of performance appraisals. Job Design Opening a franchise from scratch will be significantly different from what I’ve done up to this point. I will need to use the experimenting method. This will allow me to evaluate and best decide how to organize the workload. For instance someone who is not as adept at using the computer system is best not put on the drive through window. The drive through position is a position where speed and accuracy will be pivotal in everyone keeping up with orders in a timely manner. This method will not only be best for the company’s work flow but also for the individual. This method will keep employees in a department that best suits them, makes them feel accomplished, and encourages productivity. While I prefer to keep employees at a work station where...
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...HISTORICAL BACKGROUND Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The drink is theinvention of Caleb Bradham (left), a pharmacist and drugstore owner in New Bern, NorthCarolina. In the late1890's, he had been experimenting withCoca andKola extracts in thesyrup form. By mixing this syrup with carbonated water, he produced a very pleasingbeverage that not only tasted good but also made his customers and friends feel good. Hepromoted it as a cure of dyspepsia (indigestion). Initially called Brads Drink by his local friends, the drink was formally titled PEPSI COLAin 1898. By 1902 the syrup was so popular that Caleb was devoting most of time in the preparation, packaging, marketing, advertising, and overseeing thedistribution of it to other pharmacies. His sales increased rapidly and in1904 he boughtthe Bishop Mill and converted it into his bottling plant for Pepsi Cola. In 1907, hepurchased adjoining land and built a three-story addition to the factory to serve as office space for his new company. By the end of1909 Caleb Bradham had250 franchises in24 different states, hisbusinesses continued to grow till1920 when volatile sugar prices caused the beginning ofthe rapid decline in his fortune. Bankruptcy was declared in March,1923 and the PEPSIformula passed through the series of folding companies until1931, when Loft CandyCompany in New York purchased it. In1934, Pepsi began offering twice as much softdrink for the same 5-cent price and sales soared...
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...etc. In the summer of 2003, Dream Works Pictures Ltd. released their animated children's movie; Sinbad: The Legend of the Seven Seas. To promote the release in an innovative way, the studio tied up with Baskin-Robbins, a well known ice cream chain in the US. As part of the promotion campaign Baskin-Robbins developed a range of ice creams and novelties based on the theme of the movie. Ice cream flavors like Sinbad's Triple Punch Sherbet, Deep Blue Menace Sundae, and a Sinbad themed freeze frame cake were brought out by the company. The flavors effectively captured the ethos of the movie and generated immense publicity for both partners. The summer of 2003 was the third summer in which Baskin-Robbins had taken up the promotion of a Hollywood movie. "We've translated Sinbad's courageous spirit into a bold new line-up of flavors and desserts," said Joe Adney, (Adney) senior director of marketing at Baskin-Robbins. Analysts felt that Baskin-Robbins had hit upon a novel way of partnering for mutual benefit as the hype generated by the movie release brought publicity for Baskin-Robbins and Baskin-Robbins, in turn, helped publicize the movie. Approximately 2400 Baskin-Robbins' stores participated in the promotion, which was supplemented by extensive television publicity, themed décor in the stores and other local events. Baskin-Robbins was well known for being an innovator in the ice cream industry. Ice...
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...bring. We have proposed two different categories of measures that CCD should implement: corrective measures which are to deal with the immediate threats that Starbucks will bring and preventive measures which are to address the future threats of Starbucks. We will first look at the corrective measures which CCD should implement to deal with the immediate threat that Starbucks is bringing. As mentioned previously, Starbucks which offers premium coffee to a group of price insensitive customers, is going to threaten CCD's premium coffee business, specifically CCD's lounge and square in the short run. Hence CCD in order to reduce it susceptibility towards the threat of Starbucks to its premium coffee market, CCD should improve its brand equity in its premium coffee market so as to entice and retain its own customer base through improving its services and products offering in their premium coffee market stores and via mass marketing campaigns such as advertisement. CCD previously has advertised its brand through localised marketing initiatives and on site promotions however this lacks the effectiveness that mass marketing would bring. Hence by intensifying its mass marketing efforts to promote CCD's premium coffee products such as CCD's square and lounge, it would make CCD's products more recognizable and memorable for the public which would entice consumers to visit CCD's square and lounge. On the other hand, Starbucks which has a 'no advertising' strategy, can only depend on superior...
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...1. Debate the issue of global versus adapted products for the international market. A recurring debate exists relative to product planning and focuses on the question of standardized products marketed worldwide versus differentiated products adapted or even redesigned for each culturally unique market. Those with a strong production and unit cost orientation advocate standardization and others, perhaps more culturally sensitive, propose the policy of a different product for each market. The issue cannot be resolved with a simple either/or decision. Cost revenue analyses need to be done and decisions made in the hard, cold lights of profitability. There is no question that significant cost savings can be realized from having standardized products, packages, brand names, and promotional messages but this makes sense only if there is adequate demand for the standardized products: costs must be balanced with demand. On the other hand, if the cost of an individualized product when evaluated against price/demand characteristics within a market exceeds potential profit, then it is ridiculous not to consider other alternatives including not marketing the product at all. To differentiate for the sake of differentiation is no solution, and realistic business practice requires a company to strive for uniformity in its marketing mix whenever and wherever possible. Economies of production, better planning, more effective control, and better use of creative managerial personnel are all...
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...TURKISH AIRLINE INDUSTRY OVERVIEW June 12, 2011 · by AC · in Aviation. · Today, I would like to provide brief information regarding the marketing and survival strategies of the airline industry, both locally and internationally. I should probably stress that the airline industry is too global to be considered as only domestically so a marketing analysis ignoring the international market situations would be off balance and superficial. The airline industry in Turkey was first constructed as a monopolistic market. The major and the only company was the government-owned THY. This situation has changed within the EU standardization and privatization process. After the deregulation, many carriers came into the airline industry to compete against the market leader with the goal of taking advantage of the areas where THY was seriously lacking. Government Regulation used to be the main barrier to entry in the airline industry. However, due to the oil shock, the growing public dissatisfaction and the regular shifts in political opinions, the decision to deregulate was taken. The major barrier to entry was broken, leading to a price war with the entry of many low-price and no-frills airlines. Every carrier could enter and prices were not regulated. The cost of customer switching was very low. Thus THY had to develop “frequent flyer programmers” to retain customers by issuing free tickets and upgrades on basis of number of miles flown, raising the level of offered services and lowering...
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...world were one large market – ignoring regional and superficial differences (Levitt). To speak specifically, executives aim to sale the global products what are the best-value product with high quality, best technology and low prices in different national markets. Its mission is modernity and its mode, price competition, even when it sells top-of-the-line, high-end products. It knows about the one great thing all nations. Moreover, the strategy of standardization not only responds to worldwide homogenized markets but also expands those markets with aggressive low pricing. Furthermore, the standardisation pays more attention on the extras such as status, brand image and promotion. And the total cost of designing is lower than that of customization. While, compared to customization, it focuses on understanding customers. To be speak specifically, depending on the cultural diversity, the executives pay more attention on realizing the choice criteria of customers, the purchase ways of customers, the purchase frequency. Its mission is to design the different products based on the different needs of different national customers. It knows a lot about a great many countries and congenially adapts to supposed differences. Moreover, due to the different designs, it need to pay more cost on product design. | |Standardisation |customisation | |pros |Economies of scale;...
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...| J.C. Penney’s Re-Marketing Plan | Did the company wait too long and make too fast decisions in re-marketing its brand? | | Aaron Dritz | 6/5/2015 | According to Forbes Magazine, in 2013, roughly 540,000 new businesses are started each month. Sadly, in most cases more businesses will end up being shut down in the same time frame (1 Nazar). In order to be the small 1/3 who will remain in business for 15 or more years, it is critical that the business have the successful tools to continue being profitable. In any business, whether it be new or old, it is critical for the business to have a marketing plan that is always being re-structured to stay ahead of the competitors and draw the right demographic of buyers to the company’s product or service. One of the main & essential parts in a marketing plan is conducting the proper research methods to find out the pertinent information needed to market a product or service. Not only is this research necessary at the start of forming a thriving business, but research will always have to be conducted in order to continue keeping a significant comparable advantage over its competitor. One research method that could be utilized is quantitative research. In the case of a company entering the retail space, it would be critical to conduct this kind of research. In one case where we can see how marketing research has affected the development of a retail company is the case of J.C. Penney in A Preface to Marketing Management...
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...Final Marketing Plan MKT/421 February 20, 2014 Robert Thompson Final Marketing Plan for Pepsi GO Tea The history of Pepsi-Cola dates back to 1902 when a young pharmacist named Caleb Bradham began experimenting with mixing a combination of juice, spices, and syrups to create a new and refreshing drink to satisfy his customers. In these efforts, he succeeded beyond all expectations inventing the beverage know today as Pepsi-Cola. Our goal is to be the leading producer of healthy products to include our new Go-Tea. Pepsi explored the market and will now launch a new tea for its customers. The Pepsi Go-Tea “will offer a healthier choice of tea containing low sodium, no fat, carbonation, or sugars which is a major concern for the consumer (Tea Fact Sheet, 2013).” Pepsi will make its first priority to appease to the taste of the consumer and to ensure a healthy drink is produced in the most environmentally safe containers. Team B will introduce a new tea, named “Pepsi GO Tea.” Although the Brisk product is a subsidiary of PepsiCo, the company is looking to launch a new product named Pepsi Go Tea. This new tea will be different because the oils that produce the flavor for the teas normally diminish over time. PepsiCo will use loose tea leaves opposed to rudimentary tea bags. The loose tea leaves enable room for the tea leaves to swell and expand with room to infuse their flavors. In contrast, tea bags do not render such an option based...
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