...|[pic] |[pic] |[pic] |[pic] | |[pic] |[pic] |[pic] |[pic] | |[pic] |[pic] |[pic] | |[pic] |[pic] |[pic] |[pic] | |[pic] |[pic] |[pic] |[pic] | |[pic] |[pic] |[pic] | Sanitary pads plays a major role in a woman's life. A lady's intimate friend. The quality of sanitary pads can influence ladies' emotions during period. That is why choosing a suitable sanitary pad is very important. According to research, when blood on used sanitary pads is exposed to the air, approximately 100,000 bacteria will grow on it in a mere 4 minute. This has been a major factor of various female sicknesses such as itchiness, sensitive skin, inflammation, lower back pain, fatique, emotionally unstable and others. Kotex is a brand that plays an undeniably significant role in the female population. With almost 60 years of experience in Malaysia, Kotex is constantly striving to develop innovative campaigns and products to help...
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...10/10/13 Marketing mix: Kotler on marketing - MaRS Discovery District Search AAA Resources by topic Workbooks Entrepreneurship 101 Funding Portal Search Tool Workshops 2688 3 Google + 1 1 0 Marketing mix: Kotler on marketing Marketing mix describes the set of tools that management can use to influence sales. The traditional formulation is called the 4Ps— product, price, place, and promotion. From the very beginning questions were raised about the 4P formulation of the marketing mix. Perfume companies wanted packaging to be added as a fifth P. 4P guardians said that packaging is already in the scheme, under product. Sales managers asked whether the sales force was left out because it began with an S. No, said the guardians, sales force is a promotion tool, along with advertising, sales promotion, public relations, and direct marketing. Service managers asked where services were in the marketing mix, or whether they, too, were excluded because the first letter was S. Here the guardians said services are part of the product. As services grew more important, service marketers suggested adding three Ps to the original 4Ps, namely personnel, procedures, and physical evidence. Thus a restaurant’s performance will depend on its staff, the process by which it serves food (buffet, fast food, tablecloths, etc.), and its physical looks and features as a restaurant. Others suggested adding personalization to the marketing mix. The marketer has to decide how personalized to make...
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...Marketing Mix “The four P approach has led to a manipulative attitude to people” (Gummesson, 2002:285). “What marketing deserves is new approaches, new paradigms, which are more market oriented” (Gronroos, 2002:140). “We propose that the mix has now reached its vanishing point, and we argue that marketing requires a new paradigm” (O’Malley & Patterson, 2002:50). What is common among the above three quotations is the fact that they are all against the Marketing mix. They also share the common belief that it’s time for a radical change, one where the 4Ps are rejected for a new paradigm. But the importance of the 4Ps is being undermined. Despite its limitations, they still form the base which is being used by modern organizations. This paper attempts to show the importance of the marketing mix for modern marketers and that it cannot be relegated from modern marketing strategy. The paper is divided into six parts. Beginning with the introduction it then moves on to the development of the marketing mix theory. The third part contains the literature review of the mix. The fourth asserts that marketing mix in conjunction with RM and CRM can result in a successful marketing strategy and the fifth uses Lexus as an example to prove this assertion. It ends with the conclusion. What Is Marketing Mix? The Oxford Dictionary of Business and Management’s definition of the Marketing Mix is of “the factors controlled by a company that can influence consumers’ buying of its products” (Anon...
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...TRAILZON-Virtual Fitting Room Introduction TRAILZON – Virtual Fitting Room is a totally new product made by the group for Amazon. Group members made a set of marketing strategies for it. First, the company’s information and the product’s scenario will be introduced generally. Considering the future launch and success of ‘TRAILZON’ when it goes to market, this report will justify these proposals and discuss the further strategies and relevant issues based on the current propositions by the group. I. Recap, amendments and strategies Brief recap of ‘TRAILZON’ Amazon is an American electronic commerce company and it is one of the biggest online shopping retailers operating in over 14 countries all over the world (Barney, 2011). According to Cowen (2015), the garment and accessories sales occupied about seventy percent of the total income in Amazon in 2015. Thus, TRAILZON - Virtual fitting room was put forward to benefit more from the garment and strategies were made in order to achieve marketing target. TRAILZON is an online shopping app which enables users to fit clothes virtually. The target market of TRAILZON includes fashion brands, online shops and mobile users in the UK. TRAILZON will make profit by selling TRAILZON to fashion brands, sharing profits with application stores and selling clothes directly to customers so all retailing is virtual. As to the promotion, creative advertising will show on social media to make target market aware of this application...
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...Samsung's Marketing Strategy in The Consumer Electronics Industry Assist in Its Development in China And America since 2000 ? The statements：This essay mainly designs a research proposal to studies the effect of Samsung's marketing strategy in the consumer electronics industry on its development in American and China since 2000. Introduction Samsung is one of the biggest enterprises in Korea. Though several decades of development, Samsung has rapidly expanded to become one of the largest companies in the consumer electronics industry. The marketing strategy is a process of creation and transmission of value (Lanning & Michaels, 1988). The marketing strategy has a great influence on the promotion of the product and the development of the enterprise. America and Chia are the largest and the second larger oversee market of Samsung respectively. Literature Review 1.1 External environment Macro environment is important for the development of enterprises. When the market strategy adapts to the macro environment, the enterprise generally develops rapidly. PEST model is usually used to analyze external environment of enterprise (CIPD, 2009). 1.2 The analysis of marketing strategy 4P theory is the core of the traditional marketing, whose essence is to better control the Marketing behavior (McCarthy, 1964). 4P theory will be used to analyze the marketing strategy of Samsung. Combined 4P theory with PEST model to analyze whether the marketing strategy of Samsung...
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...The feasibility for SONY to develop low-end versions of its video games in UK market from the perspective of marketing 2.0 Aims and objectives: 1. Obtain a preliminary understanding of the target market environment of SONY (1) Understand the basic development conditions of the UK game market. Is it a mature market or an emerging one? (2) Understand SONY's main products in the UK game market. Is there a market for lower-end video game products of SONY? (3) Understand the sales of SONY’s video game in 2013 in the UK. Is it impressive in the industry today? (4) Understand the conditions of main contenders of SONY. Compare the sales between SONY and its main competitors in 2013. (5) Understand the market share of the low-end video games developed by SONY in the UK. Is there a market for it? What kind of consumers prefer to buy such products? 2. Analyze the establishment of a viable product marketing mix of SONY in the low-end market from the perspective of 4P marketing theory. Price (1) What is the consumer expected price (2) What pricing strategy is appropriate for SONY (3) Estimate whether the product can bring profit Product (1) How to position a suitable product to meet market demand (2) How to increase the competitiveness of the products with an outstanding product concept. Place and promotion (1) How to select ideal sales locations to boost sales (2) What promotional tools would be appropriate? Through the answers to the first part of questions, it can be known...
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...Marketing Plan Executive Summary Background and Mission Statement Situational Analysis SWOT Objectives Target Market Selection Brand Positioning Strategic Marketing Mix which consists of the 4Ps Product that has three levels of product Price Place in terms of distribution channels Promotion in terms of advertising, marketing etc. Marketing Strategies in the next 12 months of existing brand of a certain product Classify consumer products in terms of the four categories known as convenience consumer product, shopping consumer product, specialty consumer product and unsought consumer product. Market Segmentation in terms of age group Microenvironment and macroenvironment Marketing Plan Executive Summary Background and Mission Statement Situational Analysis SWOT Objectives Target Market Selection Brand Positioning Strategic Marketing Mix which consists of the 4Ps Product that has three levels of product Price Place in terms of distribution channels Promotion in terms of advertising, marketing etc. Marketing Strategies in the next 12 months of existing brand of a certain product Classify consumer products in terms of the four categories known as convenience consumer product, shopping consumer product, specialty consumer product and unsought consumer product. Market Segmentation in terms of age group Microenvironment and macroenvironment Marketing Plan Executive Summary Background and Mission Statement Situational...
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...Be ready with a case example of Management/Marketing transfer from or to your country to or from another country (SA and /or AI transfer). You are asked to cover 4Ps of Management/Marketing transfer of Product, Program, Process and People Strategies and their spiral evolution (Slides 39-47). How has the transfer changed lifestyle cultures (slide 25) of your or another country? This term paper will discuss three following aspects namely, Objectives; Methodology and Conclusion Objective: Firstly, let us reveal objectives for this term paper. The objective of the said writing is to critically analyze operations of a mnc (multi-national company) in any chosen discipline in light of Management/Marketing transfer techniques discussing its operations transferring from SA (global) to AI (local). Keeping in view, my first step is to review business performance of Europe-based Foods and Beverages Company Nestle Limited originally operated from Europe in late 1860s started primarily as Food company but expanded their businesses in other units like beverages particularly. Nestle started its operations in Pakistan from 1981 a city named Sheikhupura as their first production plant and as the time goes their production capacity was enlarged. Later on during this study I would also mention the Nestlé’s performance in terms of 4P`s of Management/Marketing. One can question this very easily why choose Nestle, and the simplest answer could be because of globally followed trend of expanding...
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...Raghed Eid Marketing Strategy Case study 2: Apple’s winning marketing strategy Lebanese American University Every day in our lives we encounter hundreds of Apple products and this is surely a result of their winning marketing strategy.In the following, I will discuss the 4Ps integration of Apple, its internal company culture, and its external environment. On the other hand, I will present Google’s competing strategy. First, Apple focuses on each part of the 4Ps of their strategy: According to their products,their main focus is innovation that makes their product superior to the competition. Innovation, not only technologically, but also innovation in their aesthetics, features, quality etc… and that’s a result of massive marketing research that analyzes the changes in consumer behavior and needs. In their new products they make the old one outdated and they create the need for customers to by the newer versions of their products. That makes the release of each new product “an event” that people all around the world wait for.In addition, Apple products have high prices that make them prestigious products as a result of the high value they provide. Pricing in Apple’s case also helps positioning the product in consumers mind. According to their promotion, Apple follows different types of promotion including word-of-mouth that increases awareness among consumers. Similarly, they use “evangelism” that also uses brand ambassadors to spread awareness. Another tool is creating...
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...Lesson 4 Assessment Tool: Marketing Plan Framework This Assessment Tool contains real world examples, guiding principles, practical worksheets, and information that can help you complete a 4E-based marketing plan for your business. This Tool can serve as companion activities for Lesson 4. 4.1. Executive summary: This is a summary of the marketing plan, so it is usually prepared after the plan has been completed. It should summarize: Situation analysis results Marketing goals and objectives Proposed marketing actions (strategies and tactics) to meet goals and objectives Proposed marketing budget and key resources that are necessary to implement the marketing actions Expected outcomes of the proposed marketing actions 4.2. Mission Statement: This statement summarizes the guiding principles for your business. Some example mission statements are shown below with the type of information to be included. The three examples are presented in the way that you can see one from a well-established government organization and two from small businesses like yours. Try one on your own after examining the examples. A. Federal Food and Drug Administration (http://www.fda.gov/opacom/morechoices/mission.html): “The FDA is responsible for protecting the public health by assuring the safety, efficacy, and security of human and veterinary drugs, biological products, medical devices, our nation’s food supply, cosmetics, and products that emit radiation. The FDA is also responsible for advancing the...
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...The 4P Classification of the Marketing Mix Revisited Author(s): Walter van Waterschoot and Christophe van den Bulte Source: Journal of Marketing, Vol. 56, No. 4 (Oct., 1992), pp. 83-93 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1251988 . Accessed: 21/10/2013 10:06 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. . American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing. http://www.jstor.org This content downloaded from 130.88.179.25 on Mon, 21 Oct 2013 10:06:41 AM All use subject to JSTOR Terms and Conditions Walter van Waterschoot & Christophe Van den Bulte The Classificationthe of Revisited MarketingMix 4P McCarthy's 4P classification of the marketing mix instruments has received wide acceptance in past decades. In recent years, however, increasing criticism has been voiced, among other reasons because of its inherent negative definition of sales promotion and its lack of mutual exclusiveness...
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...of Marketing Strategies of Gold Stone Based on the SWOT Theory College of Foreign Language Studies, Guangxi Normal University 200910501086 Luo Jifang Supervisor: Gong Min [Abstract] In recent years, with the fast evolution of the electronic industry and the increase of the consumer demand, a large number of electronic enterprises get the opportunities to expand. Among them, the growing of Samsung Electronics is the most surprising. Samsung Electronics is the biggest electronic company in the local Korea. Moreover, it is the only Korean brand appearing in the world top 100 brands. The 4Ps is the most classic marketing mix. And the 4Ps theory is often applied in various kinds of business researches to reveal the effectiveness and efficiency of marketing strategies. Based on this theory, from the aspects of product strategy, price strategy, place strategy and promotion strategy, the author attempts to analyze the marketing strategies of Samsung Electronics. The cutting-edge and fashionable design and excellent quality promise Samsung Electronics a full bloom. To take up the high-end market share, Samsung Electronics pays much attention to brand building. In order to change the cheap and imitator image in the eyes of consumers, Samsung modified its marketing strategies on a large scale. Due to the successful marketing strategies, Samsung Electronics grabbed another chance to prosper. [Key words] Samsung Electronics; 4Ps theory; Marketing strategies 基于4P理论的三星电子公司营销策略分析 ...
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...Wrap & Roll www.wrap-and-roll.com Team Gi lSi T GirlSix: LOGO Contents Introduction The 4Ps-Product The 4Ps-Place The 4Ps Price 4Ps-Price The 4Ps-Promotion Conclusion Company Logo Introduction-Service Product C ’ i d t Company’s service products: www.themegallery.com Introduction-Brief history 2006 2007 2008 2010 The 1st Wrap & Roll Restaurant on Hai Ba Trung St established by Nguyen Kim Oanh Develop into Wrap & Roll chain including- 6 Restaurants & Food Court Outlets Continue to expand Wrap & Roll chain of Restaurants to 8 Recognized achievements from magazines Achieve Achievements: “Best Vietnam dishes for Crab and seafood nem”; f d ” Reach 10 outlets and p planning g overseas expansion Company Logo Introduction-Company Growth Number of Employees 35 140 200 Over 200 2006 2007 2008 2009 Number of outlets/ Restaurants 1 6 8 10 According to http://veer.vn/Company/Information.aspx?EnterpriseId=1739 Introduction-Target market Target market Description Office Staff: Middle class (salary- above 300$) . Age: 25 34 Prefer eating simply and conveniently but healthy Family Middle to high income Prefer healthy food and relaxed & clean environment for gathering together. Foreigners Mainly travelers, business man or oversea Vietnamese Prefer traditional and cultural cuisine of Vietnam Corresponding Feature/ Benefits Each dish of Wrap and Roll consists of vegetables and balanced nutritious Free...
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......Heels and the 4 Ps From the Case Study from Colemans’ business formulated from the 4Ps of her marketing strategy we confer that the 4Ps stand for Product, Price, Promotion, and Place. According to Iacobbucci, the product represents that which is sold, the price is the cost, the promotion has to do more with short term advertising more than long term branding, and the place is location. The 4Ps of the Coleman business were developed from a lot of domestic and foreign research. The salient information that surrounded the 4Ps of international marketing was from China and Canada. In China Coleman from research wisely decided that the manufacturer closest to the Shanghai port would be price efficient due to its convenient location near Canada. Also price would be decided by savings by air versus land. A cost that would save her time which would also equate to dollar savings. A cost of only $600.00. Price and place was being evaluated and critiqued quickly. The place would be decided by the retail market and what research and business trends were already revealing. The product was being developed by examining her own personal experience with a pair of heels she wore to an evening event. She realized how beneficial it would be to wear a pair of shoes that would be flat. She also realized it would be extremely convenient to have them in a small bag that could fold up for convenience, and one large bag that heels could go in—one nice little set. And thus she had...
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...1 CHAPTER © John Stillwell/PA Wire URN: 8920071 (Press Association via AP Images) What Is Marketing? structures the book and the way you should think about marketing (specifically, we’ll define all the terms in 5Cs, STP, and 4Ps). We will then dig right into the customer perspective: How does a customer (consumer or business) make a buying decision? Marketing is ultimately about deFining Marketing If you ask the average person “What is marketing?” he or she might respond in one of the following ways: >> Marketing is sales or advertising. >> Marketers make people buy stuff they don’t need and can’t afford. >> Marketers are the people who call you while you’re trying to eat dinner. These comments are probably all deserved—we have to own up to the fact that our profession, like any other, has its unsavory members. But in this book, we’ll try for a more enlightened view.1 This chapter overviews marketing concepts and terms, beginning with marketing and its vital role in today’s corporation. We then present the marketing framework that 2 Marketing is an exchange between a firm and its customers. serving customers well; to do so, we must understand what customers want. The chapter concludes by briefly describing what to expect throughout the rest of the book. 8134X_01_ch01_p002-013.indd 2 12/15/10 3:58 PM Marketing is an exchange relationship Marketing is defined as an exchange between a firm and its customers. As Figure 1.1 indicates, the customer wants something...
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