...BID-1: Study the consumption behavior of old age population According to the Indian Census Bureau, the proportion of people aged 60 years and over has increased from 5.3 % to 8 % from 1981 to 2011. United Nations Population Fund found the number of over-60s will increase from around 100 Million today to more than 300 Million by 2050. Given the important consequences that this phenomenon is having and will continue to have on society, we are interested in studying the consumption behavior of the old age population. The study can be carried out in two major streams of research. * Research on Information processing * Research on Consumer Behavior (Cognition, Attitude and Behavior) Following theoretical framework can be used for carrying out the research. Lifestyle Products Lifestyle Products Age Related Needs Lifestyle Consumer Responses Attitude * Advertisements * Technology Attitude * Advertisements * Technology Activities Activities Interests/ Hobbies Interests/ Hobbies Biological * General * Symptoms * Senses Biological * General * Symptoms * Senses Social * Relations * Availability Social * Relations * Availability Psychological * Processing * Emotions * Personality Psychological * Processing * Emotions * Personality Cognition * Sources of information * Store...
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...which is the most popular social media website. What are the top social media websites? At the end of Q1, 2013, eMarketer compiled a study, where it was found that Facebook hosts 51% of internet users on its platform, followed by Google+, Youtube and Twitter. See figure 1.1 below. Figure 1.1 However, that doesn’t mean Facebook is the right choice for you. Each social media platform has a defined purpose, but shares a common goal: to connect people. Therefore it is your challenge as marketers or business people, to find out “who” is the target, “what” are their wants and needs, “which” social media platform do they use and “how” can we use social media marketing to our advantage. The main objective is to create and define a persona. With that persona, you will be able to identify the right social networking website. Based on my personal experience I have put together an infographic which offers an overview of the...
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...“The Booksellers” MKTG6200 Creating/Sustain Customer Markets Final Project Executive Summary Barnes & Noble (B&N), Inc., is a Fortune 500 company, the largest retail brick and mortar bookseller in the United States, and a leading retailer of content, digital media and educational products in the country.1 Over the years, we have been faced with decreasing profits due to a shrinking market for print books, competition from Amazon.com Inc., and the costs of investing in our own e-reader.2 Barnes & Noble Education, Inc., one of the largest contract operators of bookstores on college and university campuses, legally separated from Barnes & Noble on August 2nd of 2015.3 Therefore, the college student market segment that purchases their books from a Barnes & Noble Education-owned bookstore will not be discussed. Barnes & Noble Education did contribute to increase the brand name of Barnes & Noble, “The Bookseller”. B&N first store opened in 1917 as a bookstore.4 Since then our company has expanded its store offerings to include toys, games, music selection, coffee, and food. With less than 2 years to the anniversary of the opening of our first store, we recommend returning our focus back to books; our marquee product. Therefore, we will provide a detailed marketing strategy to increase the overall sales of books. We will offer solutions to increase purchases of current customers, address customer price concerns by promoting our loyalty...
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...Table of Contents Task 1 5 Describe the main stage of the purchase decision-marking process 6 Identify customer's buyer behaviour and explain the factors may affact it ……………………………………………….7 Evaluate the relationship between brand loyalty, corporate image and repeat purchasing……………………….8 Task 2 13 Evaluate different type of market research techniques 14 Use source of primary/secondary data to achieve marketing research objectives 16 Assess the validity and reability of market research findings 17 Prepare a market research plan to obtain information in a given company 19 Task 3 22 Assess market size trends for a chosen target market 23 Plan and carry out a competitor analysis on a rival 24 Evaluate organization's opportunities and threats 27 Task 4 30 Evaluate various techniques of assessing you customers responses 31 Design and complete a customers satisfaction survey 32 Review the success of a completed survey 31 Appendix 34 References 36 Task 1 Task 1 (Outcome 1) a. Describe the main stages of the purchase decision-making process within your chosen company * Refreshing drink is the basic human’s demand. Therefore, it is understandable when people expect to have a comfort drink to satisfy thirst. In Vietnam, Pepsi and Coca Cola took large amount of market share in beverage industry, applying consumer buyer decision process will help them a part in purchasing battle. * As usual buying decision process will cover through 5 steps...
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...MARKET AND CONSUMER ANALYSIS FROOTI PREPARED BY: ANJUM ARA (1311284) ANKUR BHARTIYA (1311287) ANUJ SARAIWALA (1311288) DIPAYAN SINHA (1311293) SAMIR JAIN (1311325) SHASHI PRAKASH (1311331) 1 Table of Contents CONTEXT ......................................................................................................................................3 NON CARBONATED MANGO DRINKS MARKET IN INDIA ................................................................. 3 PORTER’S 5 FORCES ANALYSIS...................................................................................................... 4 COMPANY.....................................................................................................................................5 BACKGROUND ............................................................................................................................ 5 HISTORY ..................................................................................................................................... 6 SWOT ANALYSIS OF FROOTI......................................................................................................... 7 COMPETITION ............................................................................................................................8 CHANNEL....................................................................................................................................10 CONSUMER ......................................
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...gary a. sanchez * Blog * How I Can Help * Corporate * Small Business * About Me * subscribe via RSS Understand the Difference Between Strategy and Tactics to Unlock the Power of Your Social Media Marketing by garyasanchez “Strategy is doing the right things. Tactics is doing things right.” ~various attributions, including Peter Drucker and paraphrased from Sun Tzu I recently posted a series of slides from prominent social media thought-leaders as to why social media is not a retail marketing strategy. The point was not to diminish the potential value of social media or inbound marketing, for there are considerable benefits to be realized. Rather, my point was to assert that the use of social media and inbound marketing tactics can benefit tremendously by being used to support general marketing strategies and online content strategies. Starting your marketing efforts with well thought out strategies will help you manage limited resources, help you understand what’s driving success and failure, and accelerate success by unlocking the creativity that exists within your organization. Goals, strategies and tactics Before you can speak intelligently about the differences between strategies and tactics, you first need to start with the purpose of having strategies and tactics. The biggest reason is to help you achieve a goal. A goal is a specific result that your business needs to achieve in order to sustain itself, usually through revenue growth or expense...
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...BUYER CHARACTERISTICS Name: | Guy Fieri | Industry Segment: | Restaurant – Full-Service – Mid-size to large independent and multi-unit | Job Titles: | Owner/Operator | Reports To (Titles): | Self | Age Range: | 40+ | Predominant Gender: | Male | Years on the Job: | 10+ | Education: | Bachelors Degree | BUYER’S FIVE MOST IMPORTANT ACTIVITIES (in order of importance): 1. Filling as many tables as possible on a daily basis (with either repeat clients or new clients) 2. Ensuring a consistent level of quality experience for every client, every time 3. Training and managing staff 4. Marketing to existing and new clients TOP FIVE OBSTACLES OR PROBLEMS THAT INTERFERE WITH THE BUYER’S SUCCESS: 1. Traditional marketing like print ads and mailers are expensive and don’t guarantee any measurable ROI. E-mail marketing is better, cheaper, and definitely has its place. However, only a few percent of e-mails are ever opened, and many of my customers do not want to give out their e-mail addresses for fear of more SPAM. 2. My inability to quote accurate wait times for walk-in and call-ahead parties, while simultaneously ensuring that reservations are seated at the time they requested, during peak hours negatively impacts my customers’ satisfaction. 3. Taking reservations by phone with pen & paper by phone is inefficient, requires that someone is available at all hours of the day (even when we’re closed), and is prone to human error. Using reservations...
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...What HR Must Learn from Marketing Human Resources has a marketing problem: it needs to learn to be more like marketing. Yes, HR has historically been poor at communicating and demonstrating its value, but it goes beyond that. High-performing organizations (HPOs) are placing significant emphasis on becoming more analytically-driven and market-focused. While the HR functions within these top companies are adapting their orientations to support and deliver against these imperatives, there are many lessons HR must learn from their organization's marketing function, a function that was forced to evolve from tactical to strategic and has established foundations upon which HR can learn from and refine its efforts. Quantify and validate your impact on the business Since the dot.com bubble burst 13 years ago, corporate leadership has tightened its grip on corporate marketing and held it accountable for its impact on the business. This forced marketers to evolve the way marketing measured its success; away from efficiency measures (e.g., cost per click and click-through rates), towards effectiveness measures (e.g., number of marketing qualified leads generated), and ultimately impact measures (e.g., marketing's contribution to sales forecasted pipeline). Much of this evolution was enabled by marketing's collaboration with sales. This collaboration has allowed marketing to focus on measures that actually "move the needle" and has broadened its impact on the business. What HR...
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...Table of Contents List of Figures 4 List of Tables: 5 Preface 6 Acknowledgements 7 Executive Summary 8 Abstract 9 PART ONE 10 Launching the Proton Prevé – DRIVE IT TO believe IT 10 1) Prevé – Product (Atrributes) 10 2) Prevé - Price 10 3) Prevé – Place (Distribution) 11 4) Prevé – Promotion 11 COMPANY BACKGROUND 12 PROTON Business Strategy 12 FINANCIAL INSIGHTS OF PROTON 14 Critical Success factor 15 Product 15 Price 15 Promotion 15 Place 15 Critical Success factor 16 Comparison of Prevé with other brands on the critical success factor of Prevé 16 Product 16 Price 18 Promotion 19 Place 19 PART TWO 22 SWOT Analysis 22 Strengths 22 Weaknesses 22 Opportunity 23 Threat 23 TOWS Analysis 24 Strength-Opportunities (SO) 25 Strength-Threat (ST) 25 Weaknesses-Opportunities 25 Weaknesses-Threat 25 PART THREE 27 Strategic Planning and Implementation: Short to Mid Term 27 For first time buyer; Rebate 27 Lower interest rate and zero down payment 27 Indirect Promotion 27 Preve variants :Competitive Price 27 R & D & Special Edition 27 Strategic Planning and Implementation: Long Term Strategy 27 10 years scrap program 28 Proton First than Foreign Car program 28 Proton Car Financing 28 Strategic Partnership 29 Completely Knock Down (CKD) Plant 29 APPENDICES: BROCHURES 30 References 31 List of Figures Figure 1: Photo from the Launching of Prevé Figure 2 : PROTON Company Logo Figure...
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...Niche Market Defined According to Phillip Kotler, a niche is a narrowly defined customer group. Niche markets primarily consist of market segments within the larger market place who have similar demographic, psychographic, buying behavior and/or lifestyle characterics. The Fenix Group started with two entrepreneurs, Anthony Keung (Chinese) and Masaaki Ogino (Japanese) who shared the same business philosophy, which is aiming at niche markets, that most times are left untouched or under-served. How did Fenix identify and tap into different niche markets? Knitwear Manufacturing Niche Market The Group first niche was knitwear manufacturing after which they diversified into fashion and general merchandise retailing. Fenix identified every new niche market out of experience and knowledge gained from previous business opportunites. For instance, knowledge gained from working at a yarn manufacturing supplier enabled them them to move from trading imported Japanese yarn to Hong Kong knitted factories to expanding into knitwear manfacturing and setting up their own manufacturing company in Hong Kong. This venture was successful in the Japanese market due to increasing demand for high quality knitwear due to increased labor cost of local production. Fenix opened knitwear factories in South and Central China to minimize cost and improve their competitiveness by concentrating only on high quality knitwear due to increased price competition. This strategic move to China laid...
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...CUSTOMER PROFILING AND CUSTOMER PERSONA By Renish Adesra Submitted To: Boulevard9 Resort & Spa, Nadiad July, 2012 CENTRE FOR MANAGEMENT STUDIES DHARMSINH DESAI UNIVESITY NADIAD ACKNOWLEDGEMENT I express my sincere thanks and gratitude to Mr. Ajit Singh, General Manager, Boulevard9 Resort & Spa, Nadiad, for giving us an opportunity to work in their organization. I am speechless when I have to express my sincere thanks to Mr. Harsh Bhatt, Front Office Manager, who has been a great inspiration and motivating factor throughout the duration of our internship. He has been the mentor for all of us and gave us a plenty of opportunities to explore and learn. I also convey my sincere sense of obligation and thanks to the Head of Department of Centre for Management Studies, DDU Nadiad Dr. Naresh Patel for giving me an opportunity to work on this project. I owe my deep sense of gratitude to respectful organization guide Mr. Rejoice Thomas (Human Resource Manager) I am also thankful to Prof. Mansi Rathod, the coordinator of summer internship project. Words are boundless to express my cordial thanks to faculty guide Prof. Frince Thomas Sir for the encouragement and valuable guidance during the course of my project work. I would also like to give my special thanks to Mr. Sanjay Patel (Sales Executive) of the organization for his support & encouragement. I am thankful to entire staff of Boulevard9 Resort & Spa, Nadiad for their helpful guidance and support...
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...Chapter 1 Introduction 1.1 Background of Research The research is align regarding with ‘Purchasing Decisions on Proton Cars’. This study is dealing with Malaysian automobile industry. All Islamic countries hold its pride of producing automobiles by Malaysia. Proton Saga was the first ever which made Malaysia to obtain recognition worldwide for its impressive performance. This national project has progressed extensively merging with the United Kingdom’s well known automaker (Lotus International) in 1996 and the recent introduction of a new engine, the Campro (Rosli, 2006). In the year of 1984, National Car Project by PROTON was the second phase project of the development in the automotive industry. The development based of intellectual property of the industry and increment of technology level was the milestone of this project. The PROTON project, which was a joint-venture programme with Mitsubishi Motors Corporation of Japan, began its production with the PROTON Saga model in 1985 (Arshad & Iswalah, 2006). In the year of 1992, follow up of this success, Perusahaan Otomobil Kedua Sdn Bhd. (PERODUA) was launched. This success was the result of an agreement between UMW Corporation Sdn. Bhd., Med-Bumikar Mara Sdn. Bhd., Daihatsu Motor Co. Ltd of Japan, Mitsui & Co. Ltd of Japan, PNB Equity Resources Corporation Sdn. Bhd., and Daihatsu (Malaysia) Sdn. Bhd (Arshad & Iswalah, 2006). 1.2 Problem Statement Although Proton had gone through numerous achievements...
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...with prospects and customers and increase revenue. Traditional selling channels of email and phone are tried and true, but LinkedIn and other social channels can greatly increase sales performance. Here is a preview on just one of the powerful tips — did you know LinkedIn performs 7 times better than email in some cases? Get social and leave old school selling in the dust. These 42 tips were originally presented by Ken Krogue and Jamie Shanks as a webinar which you can watch here. LInkedIn Is out-pulling email 7-to-1 InsideSales.com | Sales for Life Share this eBook: LInkedIn cheatsheet Jamie ShankS TipS 1 be a tHouGHt leader 7 folloW ‘Hot ProsPects’ 8 timiNG WitHiN folloWers 9 timiNG WitHiN siGNals 10 attack folloWers 11 iNsiGHts iNto tHeir busiNess 2 drive oPPortuNitY 3 tHe secrets WitHiN GrouPs 4 skills as a seo HuNtiNG tool 5 save Your iNmails 6 ‘Hot ProsPects’ iN GrouPs ken krogue TipS 12 Grab Your Name 13 use a Good Picture 14 comPlete Your Profile 15 make Your WeddiNG/fuNeral list 16 coNNect to Your customers 17 folloW Your customer’s comPaNies 18 coNNect to Your emPloYees 19 Have a PoiNt PersoN 20 coNNect to Your ProsPects 21 resPoNd bY email tHeN coNNect 22 coNNect at trade sHoWs 23 JoiN iNdustrY GrouPs 24 JoiN local GrouPs 25 uPdate oN tWitter 26 coNNect a WidGet oN Your bloG 27 seNd messaGes iNstead of email 28 use taGs to cateGorize 29 use liNkediN eveNts 30 offer value to coNNectioNs 31 recommeNd otHers 32 use liNkediN for iNtroductioNs 33 do a 3x3...
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...broker, market creator, service provider, community provider Characterize the marketplace Demographics Size, growth, changes Structure Competitors Suppliers Substitute products Revenue model(s): Advertising, subscriptions, transaction fees, sales, and affiliate revenue Where is the content coming from? Static or dynamic? Copyright © 2014 Pearson Education Slide 3-5 Copyright © 2014 Pearson Education Slide 3-7 Imagine Your E-commerce Presence (cont.) Imagine Your E-commerce Presence (cont.) Who and where is the target audience? Describing your audience Demographics Age, gender, income, location Behavior patterns (lifestyle) Consumption patterns (purchasing habits) Digital usage patterns Content creation patterns (blogs, Facebook) Buyer personas Know yourself—SWOT analysis Develop an e-commerce presence...
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...Product Lifecycle: Business analysis that attempts to identify a set of common stages in the life of commercial products Portfolio Analysis: Process of comparing the contents of the portfolio to see which products or services are the most promising and deserve further investment, and which should be discontinued BCG: * Model for managing product lines. * It displays the various products on a graph based on market growth rate vs. market share relative to its main competitor. * Resources are then allocated according to where they are situated in the grid. * Cash cow: A product that has a large market share in a mature, slow growing industry. Cash cows require little investment and generate cash that can be used to invest in other business units * Star: A product that has a large market share in a fast growing industry. Stars might generate cash, but because the market is growing rapidly they require investment to maintain their lead. If successful, a star will become a cash cow when its industry matures * Question mark: A product that has a small market share in a high growth market. These business units require resources to grow market share, but they will succeed and become stars is unknown * Dog: A product that has a small market share in a mature industry. A dog might not require substantial cash, but it ties up capital that could be better used elsewhere. Unless a dog has a strategic purpose, it should be liquidated if there...
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