...................................................3 2. SEGMENTATION, TARGETING, POSITIONING & PRODUCT DIFFERENTIATION...............4 3. PRICING STRATEGIES.................................................................................................10 4. ADVERTISING STRATEGIES........................................................................................17 5. DISTRIBUTION STRATEGIES.......................................................................................21 6. NEW PRODUCT DEVELOPMENT..................................................................................31 7. MARKETING STRATEGIES FOR MARKET LEADERS AND CHALLENGERS .....................39 8. GENERIC STRATEGIES................................................................................................43 9. PRODUCT LIFE CYCLE................................................................................................47 10. PORTFOLIO BUSINESS PROFILE AND BUSINESS ASSESSMENT MATRICES................49 LIFE CYCLE STAGE........................................................................50 Figure 1 Portfolio Business Profile Matrix..........................................................................51 MARKET ATTRACTIVENESS.......................................................................51 Figure 3 Growth-Share Matrix.....................................................51 Figure 5 Modified Growth-Share Matrixes – Simple Market Share.....................................53 Figure 9 Growth-Share...
Words: 30264 - Pages: 122
...Intercontinental University Unit 3 Individual Project MKTG 205 – September 11, 2011 Abstract I n this paper I will give an overview of distribution channels. Channel Levels: Direct versus Indirect Distribution. Channel Organizations: Conventional, Vertical, Horizontal and Multichannel Marketing Systems. I will analyze my target market's needs. Explain what I know about my target market and what they want from a channel of distribution. Introduction This is an Overview of Distribution Channels, and our target market’s needs in distribution channels. Overview of Distribution Channels Direct channels to market are typically your sales force. Direct channels to market include any route to market that you control and finance directly. The direct channel is typically more capital intensive to establish and you typically achieve a far greater level of control over this channel than you do the indirect channel. In indirect distribution an intermediary is involved between the manufacturer and the buyer. That intermediary is responsible solely for the distribution of goods on the behalf of the company. Analyze Target Market’s Needs in Distribution Channels Our target market will need a security service that will fulfill their requirements that fit their needs. The market will be high profile property or persons. They will need the direct channel. By using the direct approach the clients will get catalogs, websites, talk directly to sales personal. When it comes to security you...
Words: 485 - Pages: 2
...marketing plan outline. You will need to format your marketing plan using the same format. Marketing is an all-encompassing discipline, and quite literally, affects every aspect of a business. In fact, marketing has a profound impact on society as a whole, and the life of every individual. For this reason, learning the fundamentals of marketing and how to develop a basic marketing plan is essential to your success as a business professional and savvy consumer. The marketing planning process consists of a set of activities centred on delivering a quality product or service, intended to meet customer needs, wants, and desires while earning a reasonable amount of profit for the company. At the most basic level, these marketing planning activities include: conducting in-depth market research, product development, distribution strategy, promotional strategy, and pricing strategy. Disclaimer: The organization and characters depicted in this exercise are...
Words: 3190 - Pages: 13
...Market Research Cider Germany Collection of Internet Links: en.wikipedia.org/wiki/CiderСохраненная копия - Похожие Cider Focus Presentation http://advertising.microsoft.com/uk/WWDocs/User/en-uk/ForAdvertisers/Retail.%20Premium%20Alcohol%20Insights.Cider%20focus.April%202011_External.pdf http://www.thesun.co.uk/sol/homepage/features/3387668/Stella-Artois-launch-a-cider-to-tap-into-the-growth-in-the-UK-cider-market.html http://www.packagingeurope.com/NewsDetails.aspx?nNewsId=45882 http://www.guardian.co.uk/media/2007/apr/20/advertising.drink http://www.sturmunddrang.de/en/practices/projects/cape-cide http://www.brewsnews.com.au/2011/09/the-apple-in-cider/ http://www.owensoundsuntimes.com/ArticleDisplay.aspx?e=2578913&archive=true http://www.irishtimes.com/newspaper/finance/2011/1109/1224307250711.html http://www.just-drinks.com/news/aspall-sees-fy-exports-soar_id106599.aspx http://www.apfelbaum.net/ http://www.hellerauer-fruchtsaefte.de/faq.html http://www.thatcherscider.co.uk/product/the-cider/premium/thatchers-green-goblin-cider.ashx http://www.diningchicago.com/blog/2010/10/27/eat-this-fresh-apple-cider-the-toast-of-autumn/ http://agsci.psu.edu/tfpg http://www.thisismoney.co.uk/money/markets/article-1723712/CC-relishes-growth-in-Magners-cider-sales.html Market Players * KELTEREI POSSMAN GmbH & Co. KG * Kelterei Possmann KG Brand Volumes, 2006-2010 * RAPP’S KELTEREI GmbH * Rapps Kelterei GmbH Brand Volumes...
Words: 8155 - Pages: 33
...“What are competitors doing?” “Where should we compete?” “How should we compete?” I. Situation Analysis A. Internal 1. The Organization’s Goals and Objectives 2. The Organization’s Strengths and Weaknesses B. External 1. Customer Analysis 2. Competitor Analysis 3. PEST Analysis C. Identify Key Problems & Opportunities 1. Perform SWOT Analysis 2. Set Priorities 3. Develop an Overall Assessment II. Segmentation, Targeting, and Positioning (STP) A. Identify Relevant Markets and Segments B. Select Target Markets and Target Segments C. Develop Positioning Strategy III. Determine Marketing Mix Alternatives A. Product (Goods and/or Services) B. Price C. Place (Distribution) D. Promotion (Advertising and Promotion) E. Evaluation of Alternatives IV. Implementation, Adaptation, and Renewal A. Implement Decision B. Monitor & Control C. Adapt & Renew Figure 1 Framework for Marketing Overview The framework for marketing - the process for implementing the Value Cycle - is illustrated in Figure 1. The basic steps are outlined on the previous page and each is developed more fully in the pages that follow. It is best to begin with a brief overview. The first stage, the Situation Analysis, combines internal analysis of the organization with external analysis of its customers and the competitive environment. Careful analysis of the firm’s situation - past, current, and future - provides...
Words: 3223 - Pages: 13
...L'Oreal S.A. Company Profile Publication Date: 5 Aug 2011 www.datamonitor.com Europe, Middle East & Africa 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7551 9090 e: euroinfo@datamonitor.com Americas 245 5th Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfo@datamonitor.com Asia Pacific Level 46 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8088 7405 e: apinfo@datamonitor.com L'Oreal S.A. ABOUT DATAMONITOR Datamonitor is a leading business information company specializing in industry analysis. Through its proprietary databases and wealth of expertise, Datamonitor provides clients with unbiased expert analysis and in depth forecasts for six industry sectors: Healthcare, Technology, Automotive, Energy, Consumer Markets, and Financial Services. The company also advises clients on the impact that new technology and eCommerce will have on their businesses. Datamonitor maintains its headquarters in London, and regional offices in New York, Frankfurt, and Hong Kong. The company serves the world's largest 5000 companies. Datamonitor's premium reports are based on primary research with industry panels and consumers. We gather information on market segmentation, market growth and pricing, competitors and products. Our experts then interpret this data to produce detailed forecasts and actionable recommendations, helping you create new business opportunities and ideas. Our series...
Words: 3042 - Pages: 13
...written? This report comprises of high level market research data on the India beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing. What is the current market landscape and what is changing? After high growth in 2010, the beer market slumped in early 2011, with some revival in the second half of the year What are the key drivers behind recent market changes? Steep tax increases across all Indian states in early summer 2011 decreased demand in the hot summer months and, as the overall level of alcohol has not significantly declined, it can be surmised that beer drinkers are moving back to spirits What makes this report unique and essential to read? The India Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced ''on-the-ground'' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers. Key Features and Benefits This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the India Beer industry. Data includes volumes from 2007 to 2011...
Words: 1242 - Pages: 5
...Administration Semester – 5 In The Subject of Supply Chain Management (GMT-201) Submitted By: Sweta Patel Submitted To: Prof. Richa Agrawal October 2014 TABLE OF CONTENT Sr.No | CONTENT | Page No. | 01. | Executive summary | 04 | 02. | Company Profile | 05 | 03. | Reasons Behind Success of Parle | 05 | 04. | Marketing Strategy | 07 | 05. | Introduction to Company’s Product: Parle-G | 09 | 06. | Porter’s Value Chain: Parle-G | 11 | 07. | Co-operation Among Channel Members | 13 | 08. | Distribution Channel Network of Parle-G | 14 | 09. | Functional and Process Perspective | 16 | 10. | Supply Chain Process | 17 | 11. | Parle Distribution Network Logistics | 19 | 12. | Channel Members of Parle Distribution Network | 19 | 13. | Distribution Channel and Parle | 20 | 14. | Suggestion For Distribution Channel | 22 | 15. | References | 23 | EXECUTIVE SUMMARY The bread and biscuits constitutes the largest segments of consumer foods in India. Both Biscuits and Bread are items of mass consumption in our Country. Almost 2 million tons of biscuits are produced in India each year and consumption is growing at 10-12 per cent annually. The per capita consumption of biscuits in the country is...
Words: 4151 - Pages: 17
...countries around the world. It has expanded into the USA, Europe, and Australasia. In 2004, Ben Sherman was acquired by the American-based company, Oxford Industries. This group is an international apparel design, sourcing and marketing company that features a diverse portfolio of owned and licensed lifestyle brands. Ben Sherman’s name has always been closely linked with the British music scene and with fashion. Its customers are young and at the forefront of style. Throughout the years high profile customers include musicians, models, actors and bands, such as Blur, Oasis and the Kaiser Chiefs. The growth of the brand can be traced through changes in musical taste and this is a key part of Ben Sherman’s marketing strategy. As a young person reading this, you are a central market segment of Ben Sherman’s target market. A market segment is a group of people with similar needs or characteristics, such as age, gender or lifestyle. For example, you like music, you like fashion and you are willing to spend money on top brands that deliver the quality and image that you want. As the company founder Ben Sherman said in 1963: ‘Looking good isn’t important, it’s everything.’ Ben Sherman has developed a balanced marketing mix. This is often referred to as the 4 P’s – product, price, promotion and place. By getting the mix right, the company ensures that its products reach the market segments it is aiming the brand at. This approach helps the business remain competitive and extends...
Words: 2130 - Pages: 9
...“Study on the Penetration of „Amul kool milk‟ beverages product in the retail outlets of Cochin as well as the factors that Influence the Stocking Decision of these products” SUMMER PROJECT Submitted to RAJAGIRI SCHOOL OF MANAGEMENT In partial fulfillment of the requirement of the award of the MASTERS DEGREE IN BUSINESS ADMINISTRATION (2007-2009) By RAHUL RAJ Register No. 5355 RAJAGIRI SCHOOL OF MANAGEMENT RAJAIRI COLLEGE OF SOCIAL SCIENCES RAJAGIRI VALLEY PO KOCHI - 682039 DECLARATION I hereby declare that the report titled “A Study of the Retail Penetration of Amul products in Cochin” is a bonafide record of the summer project done by me for Amul INDIA LTD, Cochin during the period April-May 2008 as part of my MBA program at Rajagiri School of Management, Kochi. This study has been undertaken in partial fulfillment of the requirement for the award of Master of Business Administration by Mahatma Gandhi University, Kerala I also declare that this report has not been submitted in full or part thereof, to any university or institutions for the award of any degree or diploma. Place: Kochi Date: 09/06/2008 RAHUL RAJ Rajagiri School of Management 2 ACKNOWLEDGEMENT My gratification and elation on the success of this project would be incomplete without mentioning the names of all the people who helped me with it and without whose guidance and encouragement this wouldn‟t have been successful. Above all I thank My Family for his grace and blessings...
Words: 4789 - Pages: 20
...Running Head: MANAGEMENT Distribution Channels Introduction Nordstorm a promising and upcoming departmental store in U.S has shown phenomenal growth in the business of retail chain business. The credit for this would go to the founder and promoter’s philosophy of inverting the pyramid and putting the customer on the top, followed by employees and it was the share holders who were accorded the last place in the priority list of company. It was rationalized by the promoter that if customers are satisfied by the services and the best service could only be offered by highly motivated employee (sales force), the share holders ,promoters are bound to get their share in terms of high profit and revenue. 1. Since Nordstorm’s (p. 402) competes in the U.S., give an example of each of the marketing environment forces (Political, Legal, and Regulatory; Technological; Social; and Competitive and Economic Forces. Ans. Nordstorm working as departmental store in the retail industry would be effected by all the forces in the marketing environment. Political environment in U.S is very conducive for the growth of any industry because U.S provides a very stable government, which has a consistent track record of providing one of the most industry- friendly atmospheres in the entire world. The political interference in the free display of market forces is minimum compared to other countries. American laws have been very tough for countries hostile to U.S and such firms from these countries...
Words: 1548 - Pages: 7
...achiever profile wasn't that accurate. The primary VALS type represents the dominant profile of the individual and the secondary type shows the person secondary image . Experiencer are motivated by self expression. Young, enthusiastic, and impulsive consumers. I am sometimes motivated with self expression. I often spend money on new products and experiences. It is the new experience which matters than having the same daily routines. Example.Travel fairs are a major attraction to me and in order to use my energy i am regularly visiting the gym Achievers are consumers who have goal oriented lifestyles and a deep commitment to career and family. Their social lives are basically structured around their social values. They don't respond to changes well as they are conservative and lives conventional lives.I do like to have durable products. As an example in order to achieve my goal i have structured my whole study career. Section 2 Dell company uses a lot of social media to engage with its customers online and market their product. Dell uses its community page from where consumers can access to a range of blogs reflecting its business segments. It is also very active on twitter and mainly use twitter to keep their customers informed, sell, engage and support their customers. Dell is also using Facebook for advertisement of their products.It also has presence in other social sites like YouTube, Flick, Linkedln and Scribd. They also advertise through mass media channels such...
Words: 915 - Pages: 4
...Table of contents Executive summary 2 Companies profile and History. 3 The company’s proposition. 3 Chronology in introducing products, and other landmarks 3 Plants for manufacturing: 4 Land marks 4 Choosing Brand 5 Main Competitors 6 SWOT analyze Hero Motor Corp 6 Macro Environment 9 Consumer Behaviour. 9 The buying decision behavior for buying 10 Marketing plan, strategy (BCG’s and SBUs 10 Pricing 11 Channels of distribution 11 Promotion Mix 12 Executive summary Company background Companies profile and History. Hero MotoCorp Limited is the World's single largest two-wheeler motorcycle company. The com-pany has three manufacturing facilities in Dharuhera, Gurgaon at Haryana and Haridwar at Uttarak-hand. The company head quarter is based in New Delhi, India .It started manufacturing bicycles, in 1984 the company was incorporated in a joint venture with Honda and given the name Hero Honda Ltd. Honda was making the R&D work and Hero was manufacturing. The company’s proposition. In the 1980s, Hero Honda grabbed everyone's attention with its campaign 'Fill it - Shut it - Forget it' Chronology in introducing products, and other landmarks 1985 : CD100 1989: Sleek 1991: CD 100 SS 1995 : Splendor 1999: Hero Honda CBZ first 150 cc in Indian market 2001: Passion and joy 2002: Dawn and Ambition 2003: CD Dawn, Splendor+ and Passion Plus, and Hero Honda Karizma, the industry's first 223cc motorcycle. 2004: Ambition 135 and CBZ 2005: Super...
Words: 1941 - Pages: 8
...Bringing the Brand to Light MOUNTAIN MAN BREWING COMPANY CASE ANALYSIS Pei-Chi Lee Rahul Lakhanpal Feridun Sarihan Saim Onur Tamer Weiqiong Vivi Zhuang March 29th, 2011 Problem Definition Facing decline in annual sales, changes in beer drinker’s preference and continuous growth in light beer sales in the whole beer industry, Mountain Man Brewing Company (MMBC) is standing at a crossroad as to whether or not introduce Mountain Man Light to expand consumer demographic into younger consumer segment and capture light beer drinkers. Advantages of doing so were obvious, however, the possibilities of diluting the Mountain Man brand equity, alienating the core customer base and cannibalizing sales of Mountain Man Lager were some real risks that could irreversibly damage the brand. Thus they need to address two issues: whether or not to launch Mountain Man Light and what strategy to employ for the introduction of Mountain Man Light. Pros of Launching the Mountain Man Light As the only beer category demonstrating consistent growth, light beer had been steadily gaining market share, increasing from 29.8% in 2001 to 50.4% in 2005. This was high growth rate that any beer manufacturer should not ignore (Exhibit1). Furthermore, Mountain Man Light would have different customer demographic and different distribution channels from that of the existing Mountain Man Lager thus minimizing the risk of cannibalizing Mountain Man Lager’s current sales. First of all, launching light beer...
Words: 1604 - Pages: 7
...American Intercontinental University Unit 3 Individual Project MKTG 205 – Principles of Marketing 09/14/2015 Abstract This paper highlights on the distribution and techniques of children’s clothes. This paper will highlight and give examples to show the distribution of the product in order to be placed in the customer’s hands. Children clothes are a great want and with excellent distribution techniques. The product can reach the consumer with no problems. Children’s Clothing Introduction In the field of children’s clothing, knowing your product is essential for productive sales. In having a wide variety of items, designers, clothing, and choices in a retail store guarantees the customer of the distributor's ability to help. By obtaining information about other marketer’s helps in answering questions, by giving guides to the customer in the right direction of which clothing to buy for their children. There are requirements in order to get to know what the customers are looking for when shopping for kids clothing. Buyers can come in numerous forms of buying profiles, for example, pay level, age, ethnicity, training, social status, geographic area and other life situations. In order to know what an ordinary buyer likes or would want for their children, would take some time and energy to inquire what the average buyer is like, what they purchase, the type of clothing they deem purchasable for children and the geographic area in which they live. For example...
Words: 805 - Pages: 4
