........ 1 2. Marketing Strategy ……...…..………………………………………………... 1 2.1 Background …….….….……..…………………………………………... 1 2.2 SWOT Analysis .……..………..…………………………………………. 2 2.2.1 Strengths ……………………………………………………….…. 2 2.2.2 Weakness ……………………………………………………….… 2 2.2.3 Opportunity ….…………………………………………………… 3 2.2.4 Threats ……….…………………………………………………… 3 2.3 S.T.P.---- Segmentation, Targeting, Positioning …..….….…………… 4 2.3.1 Segmentation ………..…………………………………………… 4 2.3.2 Targeting ……………….………………………………………… 4 2.3.3 Positioning …………..….…...…………………………………… 5 3. Implementation of the strategy for 4ps …..……..…………………………… 6 3.1 Product……………..…………………………………….………………. 6 3.1.1 Core product ……………….…………………………………… 6 3.1.2 Extended product ……….………………………………………. 7 3.1.3 Branding ……………….…………………………...……………. 7 3.2 Price …………………………………………………..…………………. 7 3.2.1 Payment method …………….…………………………………. 8 3.2.2 Price policy ………………….………………………………….. 8 3.2.2.1 Differential pricing ……………………………………. 8 3.2.2.2 Membership pricing policy …………………………… 8 3.3 Place …………………………………………………………………….. 8 3.3.1 Online channels ………………….……………………………... 9 3.3.2 Offline channels ………………………………………………... 9 3.3.3 Distribution channels ………….….……………………………. 9 3.4 Promotion ………………………………………………………………. 10 3.4.1 Online promotion ………………………………………………. 10 3.4.2 Offline promotion ……………...………………………………. 10 3.4.3 Search engine marketing ………………………………………...
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...E-Marketing Plan: Mealshare Connor Anderson, Marla Stephen, Paige Dinneen, Priya Gill, Tram Nguyen, William Keenan Oatway MacEwan University November 27, 2013. Marketing 414 CU01 Instructor: Jeff Ryan TABLE OF CONTENTS Executive Summary 3 Situation Analysis 3 Environmental factors 3 Legal 3 Technological 4 Market Related 5 SWOT Analysis 6 Strengths 6 Weaknesses 6 Opportunities 7 Threats 7 E-Marketing Strategic Planning 8 Segmentation 8 Targeting 8 Differentiation 8 Positioning 8 Objectives 9 E-Marketing Strategies 10 Offer 10 Value 12 Distribution 14 Communication 14 Customer Relationship Management 16 Implementation 17 Budget 18 conclusion 19 Appendix 20 references 21 Executive Summary Mealshare is a unique non-profit organization that partners with restaurants in order to not only provide aid to people in need, but to also assist in the marketing of partnered restaurants. As a fairly new organization, Mealshare has acknowledged that it needs an online presence in today’s market. The organization touts a Facebook and Twitter page, as well as a website with information regarding their operations. However, our team of marketing researchers found that Mealshare is not using their resources effectively. Through analyzing Mealshare’s strengths and weaknesses, as well as assessing the environmental forces at play, we have outlined new e-marketing objectives...
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...IMC Strategy for Motorola Tablets IMC Project part 2 Group 1 Shivangi Anupriya (221136) Sonakshi Srivastava (221146) Pratik Parikh (221180) Swati Aggarwal (221155) Abhishek Jain (221175) Subhanshu Gupta (07355) Table of Contents Introduction .................................................................................................................................................. 2 Product ......................................................................................................................................................... 2 Segmentation: .............................................................................................................................................. 2 Targeting: ...................................................................................................................................................... 3 Positioning: ................................................................................................................................................... 3 Objectives: .................................................................................................................................................... 4 Marketing Brief ............................................................................................................................................ 4 Creative Brief ......................................................................................................................
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...08 Fall 08 Fall A LOOK INTO IMPROVING BING’S BRAND IMAGE USING CAUSE BRANDING STRATEGIES Sheri Quek (14333) LASALLE College of The Arts BADCN3C A LOOK INTO IMPROVING BING’S BRAND IMAGE USING CAUSE BRANDING STRATEGIES Sheri Quek (14333) LASALLE College of The Arts BADCN3C The birth of Bing was supposed to mark the advent of a new competitive era amongst search engines. Through its evolutionary stages, from the humble beginnings of MSN Search to the revamped Bing, Microsoft have been preparing for their default engine to generate a larger share search engine oligopoly – one in which Google holds an overwhelming power in. Ultimately, Bing failed because of a wide variety of reasons, most notable of which had to do with the brand loyalty and association people had with Google and the lack of trust as well as the negative image that Bing had generated through its head-on collision with Google in the ‘Bing It On’ campaign where they made constant comparisons to the search giant in an attempt to portray Google’s lack of proficiency; and the emergence of news about them copying Google’s search results (Singel, 2011). Brand loyalty is very much based on the establishment of trust consumers have for the particular brand (Sirchuk, 2012) and companies like Google target this aspect by aiming to become a “brand for life” (Oneto, 2013). They (Google) allowed consumers to see how the brand could play a part in every stage of a person’s life and this in particular is crucial especially...
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...with the woods of southern Sweden with the inspiration by the founder at 1943 in Switzerland. The founder of IKEA is Ingvar Kamprad. The company name is inspire by the first letter of the name of founder, Ingvar Kamprad (IK) and the name of the place that he grew up, Elmtaryd and Agunnaryd (EA). IKEA’s vision is “to create a better everyday life for the many people” (IKEA/MY/EN, 2014). Besides that, the company’s business idea is to offer a wide range of well designed, functional home furnishing products at affordable prices so there will be many people able to purchase them (IKEA/MY/EN, 2014). Now, IKEA had established in about 40 countries with 345 stores, such as France, China, United States and so on and it’s still growing. IKEA is positioning as good quality furniture with low price. IKEA is known as a values driven company with a passion for life at home (IKEA /GB/EN, 2014). IKEA has offers varieties of home furnishing products with affordable price to people. IKEA furnishing products are designed to let customers easy to carry back to home and install it by themselves. IKEA promote that the furnishing products provided is a way to a beautiful home to fulfill with love and make life better. IKEA’s stores decorated in a way that how actual home look like. This design is making for the convenient of people to get inspiration on what to put in their home by choosing the products they want. IKEA’s furnishing products can be classified into many categories. First of all is the...
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...Marketing Plan: Phase III JoAnn Butcher, Amber Culwell, Kyle Grant, Omayra Moreno, Mathew Parish August 29, 2011 Michael Ricco Marketing Plan: Phase III In this paper Marketing Plan Phase III we will be discussing the description of our products attributes and service fully in depth. Team B will discuss how our product will evolve through the products life cycle as well as describe what will take place through that time and what will affect that time period for our product. Team B will also discuss how the life cycle affect the marketing of product introduced in phase I. This paper will identify the positioning and differentiation strategies for the product and the services our product will provide for our potential clientele and how it will provide them the protection they will need for all of their electronic WIFI required devices and the cost for our product that will suit our customers. Attributes of the Product The product created by Team B, security software to protect from the dangers of using Wi-Fi hotspots, is an extremely valuable product. It offers many favorable attributes like lifetime protection of the user’s personal information, easy installation and free updates over the lifetime of the service. The information age requires technology users to be plugged in at all times. Because of this constant need to be updated, the convenience of public Wi-Fi hotspots is ideal. Even with great convenience, Wi-Fi hotspots are one of the...
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...Chapter 1 Marketing used by consumers to make purchase descions Mobile and internet market newest and most expensive methods American Marketing Association (AMA): represents marketing professionals in US & Canada * Marketing (2007)- activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offering that have the value for customers, clients, partners, and society at large Exchange: central concept of marketing, basic use of marketing activities to create relationships with customers. 2 or more parties with something of value ot exchange, way to communicate w. eo * Not all marketing transactions involve exchange of money. Nonprofits use ads to bring in more donations Value: how customer views benefits of a product or service weighed against the cost of buying and cosuming it * Benefits can be functional, experiential, &/or psychological Marketing mix- Product, Place, Price, Promotion Integrated Marketing Communication (IMC)- coordinating various promotional elements and other marketing activities that communicate w/ the firms customers. Marketing Revolution: * Shifting of marketing expendistures from traditional media advertsing to other forms of promotion, and nontraditional media * Rapid growth of the internet and social media that’s changing the nature of how companies do business and the ways they communicate and interact with customers * Shift in marketplace power from manufacturers to retailers ...
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...02 Digital Marketing Strategy What’s inside: An introduction to some key terms and concepts and a guide to understanding strategy. We look at the questions to ask when compiling a digital marketing strategy, and a digital marketing strategy in action. Digital Marketing Strategy › What is marketing? Digital Marketing Strategy › Introduction 2.1 Introduction A strategy indicates the most advantageous direction for an organisation to take over a defined period of time. It also outlines which tactics and means should be used to execute this direction. Originating as a military term, strategy is about using your strengths, as well as the context in which you are operating, to your advantage. In marketing, strategy starts with understanding what the business wants to achieve, or what problem it wants to solve. It then considers the context in which the business and its competitors operates, and outlines key ways in which the business and brand can gain advantage and add value. In this chapter, you will learn: • How to define and distinguish business strategy, marketing strategy and digital strategy • The questions that need to be asked when assembling a digital marketing strategy 2.2 Key terms and concepts Term Definition Application programming interface (API) A particular set of rules and specifications that software programs can abide by when communicating with each other. It serves as an interface between programs and ...
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...positioned as a regional bank across seven states. They are planning to stay in the same geographical area, and become one of the top ten banks in the United States. With the beginning of the financial crisis in 2008, and the peak by 2010 almost all banks were going through a tough period. Government regulations on fees and consumers were leaning towards spending less positioned the banks in a difficult situation, including BBVA Compass. With their decreasing marketing budget, the bank had less than $50 million in 2011 to achieve several different marketing goals, and the money had to be used in an efficient way. On top of these they also had other problems like going against the norm and spending a substantial amount on TV and online, drop of brand awareness after adopting a new name, low conversion rates and ad network’s target market duplication. The recommended plan of action would be increasing the level of online presence by focusing more on social media channels and digital marketing, and focusing more search engine optimization. The bank should also work with the media agency to avoid ad duplication to target markets. Introduction BBVA Compass is the fifteenth major bank in the United States with $49 billion in deposits and 767 branches in the Sunbelt region. The parent company, BBVA, was the second largest bank in Spain in 2010, and it entered the US market in 2004. BBVA Compass Bank was created through a series of mergers and acquisitions. The three primary lines...
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...A Thesis paper on CURRENT TRENDS in ONLINE MARKETING IN BANGLADESH Prepared by Rokibul Hasan Reg No. 101-131-001 M. Sc. in MIS Supervised by Ahsan Habib Assitant Professor & Head in Charge Dept. Of Computer Science and Engineering (CSE) Metropolitan University, Bangladesh Trends in Online Marketing in Bangladesh [pic] A thesis submitted by Rokibul Hasan The undersigned here by certify that they have read and recommend to the controller of Examination for acceptance of the thesis entitled- Trends in online marketing in Bangladesh by Rokibul Hasan, ID: 101-131-001. I t has been defended in front of the following members of the thesis committe on 7th July 2012. The members have accepted this thesis as the partial fulfillment of the requirement for the degree of Masters of Science in Management Information Systems. _________________________________ Ahsan Habib Chairman Assitant Professor & Head in Charge Dept. Of Computer Science and Engineering (CSE) Metropolitan University, Bangladesh _________________________________ Fuad Ahmed Member Assitant Professor Dept. Of Computer Science and Engineering (CSE) Metropolitan University, Bangladesh...
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...E-Marketing BM012-3-2-EMKT Individual Assignment | Table of Contents 1.0 INTRODUCTION 3 2.0 STRATEGY IDENTIFICATION 4 2.1Marketing Mix 4 2.11 Product 4 2.12 Price 4 2.13 Place 5 2.13 Promotion 5 3.0 ENVIRONMENTAL ANALYSIS 8 3.1 SWOT Analysis for Starbucks 8 3.2 PEST Analysis for Starbucks 10 3.21 Political 10 3.22 Economic 10 3.23 Social 11 3.24 Technological 11 4.0 E_MARKETING PLAN 14 4.1 E-Marketing Strategic Planning 14 4.11 Segmentation 14 4.12 Targeting 15 4.13 Differentiation 15 4.14 Positioning 16 4.2 Objectives 18 4.3 E-marketing Strategy 18 4.4 E-marketing Tactics 19 5.0 IMPLEMENTATION 22 5.1 Implementation Plan 22 5.2 Evaluation 24 6.0 CONCLUSION 25 7.0 REFERENCES 26 8.0 APPENDIX 30 1.0 INTRODUCTION Starbucks is a well known brand established 1971 at Seattle by Jerry Baldwine, Zev Seigle and Gorden Bawker. The company operates in approximately in 17,000 retail stores over 49 different countries including Malaysia. With the mission statement of “to inspire and nurture the human spirit-one person, one cup and one neighbourhood at a time” Starbucks have been expanding rapidly. Other than the world premium coffee Starbucks offers tea, cold beverages, complementary foods such as sandwiches and salads. (A. Mettlach, 2010) Starbucks has invested highly on IT to target their products and services to market segments. As a result Starbucks has attracted a large number of customers and established a...
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...The Academy of Economic Studies Marketing strategy of Aura Scarlat Elena Nichifor Ioana Carmen Mechis Ioana Petric Magda Ungureanu TABEL OF CONTENT Introduction …………………………………………………………………..…………….….… 3 1. Situation analysis ………………………………………………………….…………….……4 2.1. Industry analysis …………………………………………….……………….4 2.2. Sales analysis . …………………………………………….…………………5 2.3. Competition analysis ………………………………………………………...6 2.4. SWAT analysis ………………………………………………………............7 2.5. Analysis of marketing strategy …………………………………………….8 2. Marketing strategy . ………………………………………………………..............................9 3.6. Marketing segmentation strategy …………………………………………… 9 3.7. Targeting strategy and position in map ……………………………...……...12 3.8. Product life cycle ……………………………………………………….......14 3. Marketing programs ………………………………………………….…….............................16 3.1. Marketing mix ……………………………………….………………...........16 3.2. Loyalty programs ……………………………………………………….......18 3.3. Customer service and support ………………………………………………20 3.4. Market research ………………………………………………………..........22 3.5. Trust & Credibility ……………………………………………………….....25 4. Implementation plan ………………………………………………………...........................28 4.1. Product design and development . ………………………………………….28 4.2. Marketing and sales ………………………………………………………...29 4.3. Scheduling Gantt ………………………………………….…………….......30 5. Financial information …………………………………………………….…... …………….32 5.1....
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...all that is left is to get the consumer to know it. But how? The online marketplace is where you need to be with this type of technology. Everyone has a website that highlights their strengths and buries their weaknesses. The question is what are you going to do to get people to go to your website? Magazine ads are great because you are capturing someone who already reads, and with your full color integration and flip page technology, it would be a perfect premise to get someone to upgrade. The only problem is that other eReaders are already doing this. Television ads are the same way. You can spend thousands of dollars to air your ads, but what separates you from the others? It is extremely difficult to beat an existing entity using the channels that they are already established in. This is why you must segment your audience and attack directly, capturing their attention, their business, and of course their loyalty. With the price of text books on the rise, more and more ebooks are becoming available over countless campuses across the world. While this technology is still new, LibraTech can become the dominant force in the electronic text book market and will...
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...Abstract The Internet is quickly becoming if not already the most powerful force in the marketing universe. The mass marketing arena coupled with the global economy serves to cover just about every demographic entity within society. Thus, the challenge for marketing managers is to know that segment of society which is most likely to buy and use their product, good or service. Clearly, successful companies must actively pursue an Internet marketing initiative, so that they will be both financially solvent and viably competitive. Internet Challenges Facing Marketers When marketing a product, good or service for a particular industry or company one must make sure that the particular commodity will deliver something of value to the targeted audience. The marketer must be able to determine the needs of the consumer and how to satisfy that particular need. This is not based on smoke or mirrors or even guesswork, but sound business principles grounded in facts. The marketing manager should analyze the opportunities of the market, determine the target audience, and develop and design marketing strategies to manage the marketing effort. The points that should be determined are the four P‟s: product, price, promotion, and placement. With Internet marketing the four P‟s are crucial just like they are with more traditional forms of marketing. The application may be different, but the steps remain the same. For example, the price of the product must be comparable to that...
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...MEDIA MARKETING AND THE FASHION INDUSTRY By Lisanne van Rietschoten Amsterdam Fashion Institute GRADUATION THESIS Social Media Marketing and the Fashion Industry WHAT IS SOCIAL MEDIA MARKETING AND HOW ARE FASHION BRANDS APPLYING SOCIAL MEDIA AS A MARKETING TOOL AND COMMUNICATION CHANNEL? By Lisanne van Rietschoten International F&M Student Graduation Coach: Marco Mossinkoff Amsterdam Fashion Institute, May 10,2010. PRODUCT THE PRODUCT IS INSPIRED BY THE DIFFERENT APPLICATIONS OF TACTICS AMONG FASHION SEGMENTS TO ACHIEVE SOCIAL MEDIA GOALS. THE LINK BETWEEN GOALS AND TACTICS IS ACCORDING TO MY RESEARCH AN IMPORTANT PART OF SOCIAL MEDIA SINCE IT PLAYS A CRUCIAL ROLE IN A BRAND’S SOCIAL MEDIA COMMUNICATIONS. MY AIM WITH THE PRODUCT IS TO MAKE FASHION BRANDS AWARE OF MY FINDINGS ON GOALS AND TACTICS. INSTEAD OF GIVING AWAY PRINTOUTS OF MY +15,000 WORD THESIS, THE PRODUCT IS HANDY AND ACTS AS A VISUALISATION OF MY MOST INTERESTING RESEARCH OUTCOMES. MY PRODUCT COMES IN A FORM OF A BROCHURE AND A MAP. IF MY THESIS PROVES TO BE SUCCESSFUL, I AM PLANNING TO SEND OUT THE BROCHURE AND MAP TO COMPANIES ALONG WITH MY CV TO APPLY FOR A FULL-TIME OR PART-TIME JOB IN THE FIELD OF DIGITAL MARKETING. ABSTRACT Social media may sound like a new concept, but it is actually based on the most authentic marketing tool we know: word-of-mouth marketing. The speed of online word-of-mouth goes enormously fast, making social media highly attractive for the use of marketing and communication...
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