...MARKETING EXCELLENCE McDonald’s Learning to love the brand again Marketing Excellence 2 | About The Marketing Society About The Marketing Society INSPIRING BOLDER MARKETING LEADERSHIP The Marketing Society is a not-for-profit organisation owned by its members, with over 2500 senior marketers. Over the past 50 years it has emerged as one of the most influential drivers of marketing in the UK business community. The Society challenges its members to think differently and to be bolder marketing leaders by supporting the development of leading-edge thinking, and promoting the evidence of effective marketing. The Society does this through the Marketing Society Awards for Excellence; its publications Market Leader, Our Week and rich online Knowledge Zone; a national programme of world-class events; innovative professional development, such as the annual Marketing Leaders Programme; and extensive on-and-offline networking opportunities. www.marketing-society.org.uk Foreword | Marketing Excellence 2 | Foreword By Roisin Donnelly, President of The Marketing Society What is marketing excellence? Marketing excellence can drive breakthrough business results for the short and long term. Marketing excellence requires great strategic thinking, great creative thinking and perfect execution. But how do we assess marketing excellence? First we choose brilliant industry judges who are all experienced and successful practitioners of excellence and we ask them to pick out the cases which...
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...Family Diner Marketing Communications Plan Dawn G. Smith Grantham University BA330: Marketing Communications Angela Au December 1, 2015 Family Diner Communication Plan Executive Summary The Family Diner’s mission is to ensure that no family goes hungry, that each and every family has an enjoyable dining experience and the food served is of the finest quality to help build strong healthy families in the community. Along that line the Family Diner is committed to buying locally grown produce supporting the farm to fork movement in the area, providing an atmosphere that promotes family togetherness and that each family member leaves the diner feeling full and satisfied. The Family Diner’s staff supports the diner’s mission by greeting each customer as they are part of the family, supporting the homey atmosphere and treating each customer as if they never left the comfort of their own dining room. The Family Diner was founded by the Smith family in the early 1950’s and has been located in the same spot off of Route 66 ever since. The original owners have since passed away and left the diner to relatives. The relatives have never owned a diner before; however, they are keeping all of the former employees which consists of one cook who has been with the diner The Family Diner was acquired by the new owners due to a death in the family. Even though the new owners have no formal training in the restaurant business...
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...Project Proposal Prepared for: International Marketing ENERGY DRINK ENERGY DRINK Prepared by: Rajarjun Reddy Gummi DATE \@ "d MMMM y" 10 June 2015 Student ID: S00900869 EXECUTIVE SUMMARY Objective To launch the newly introduced energy drink into the massive market of United Kingdom. Goals To capture maximum market share in the energy drink category in the least given time and earn customer loyalty with a repetitive positive brand re-call value. Solution Launch the product nation wide with a huge marketing strategy but at the same time keeping the values of budget and establishing a brand re-call value. Project Outline The following document has been prepared for the International Marketing course. It focuses on introducing a new product into the market of the United Kingdom. The product is the GRAVITY energy drink. This drink directly competes with RedBull and Lucozade. In the very beginning, I have mentioned both the vision and the mission statement. The product will be introduced into the market soon and the marketing strategies have been prepared for it to penetrate into this massively established market with established players. The document isGRAVITY ENERGY DRINK GRAVITY ENERGY DRINK divided into various parts as it explains about the product and the market respective to the present scenario. It focuses on the marketing mix, the strengths and the weakness, the entry mode, the distribution channel, marketing strategy, product positioning, positioning strategy...
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...beverages such as; fresh meats, seafood, produce, dairy, wine, and pastries. This paper will outline the internal and external drivers of innovation for the organization and will describe how innovation, design, and creative thinking will benefit the organization by meeting the certain objectives (Kudler Fine Foods, 2011). Benefits and Drivers Proposal Many argue that innovation is the most important internal as well as external driver. In order to know how to use innovation as a benefit, it is important to understand what innovation means. When referring to innovation, many often associated it with social networking sites, such as Facebook or YouTube, or technology like the iPhone. The term innovation may also get confused with creativity but these are two different things. According to Barry Conchie “Creativity may spur innovation, but there is an element of action missing there” (The Four Drivers of Innovation, 2014). One of the internal drivers of innovation is to find and foster talents. Individuals such as entrepreneurs or those who are achievers in their field are people who help drive innovation. Not only employees but also managers play an important role as part of the drivers of innovation. It takes more than only acknowledging employees for good work or ideas and that is why managers matter. One of the most powerful drivers is the relationship managers build with their employees. A connection between leaders and associates can help make a difference. For example...
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...McDonald’s--The Best Restaurant in Innovation and Quality of Service 1 Findings/Research —Introduction/General McDonald’s is one of the most famous restaurants on Earth. McDonald’s operates, develops, franchises, and services a system of fast-food restaurants around the world (Fortune Homepage, April 25, 1999). Those restaurants prepare, assemble, package, and sell low-priced foods (Fortune Homepage, April 25, 1999). McDonald’s is the largest chain of restaurants with 24,500 of t hem in 114 countries (Boldt, 1999). McDonald’s has the most recognized brand name in the world, beating Coca-Cola, according to a survey by Interbrand (Murphy, 1999). Its advertising spokesman, Ronald McDonald’s, is a more recognizable figure than Santa Claus in the United States (Love, 1995). McDonald’s headquarters is located in Oak Brook, Illinois (Fortune, April 26, 1999). The first McDonald’s opened in 1940 in San Bernardino, California, by Dick and Mac McDonald (Murphy, 1999). Businessman Ray Kroc bought the rights to the franchise from them for ten years in 1955 and started McDonald’s Corporation (Murphy, 1999). He opened his first store in Des Plaines, Illinois in April of that year (Emerson, 1979). Harry Sonneborn, former vice president of Tastee-Freeze, became president of McDonald’s in 1959 (Love, 1995). Sonneborn led McDonald into the real estate business in the late 1950’s and early 1960’s by renting or buying property and leasing it to the franchisees in exchange...
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...TABLE OF CONTENTS INTRODUCTION 2 The history of social networking 2 THE IMPACT OF SOCIAL NETWORKING ON BUSINESSES 2 THE FORMS OF BUSINESSES WHICH DEPLOY SOCIAL NETORKING SITES TO ACHIEVE COMPETITIVE ADVANTAGE 4 THE EXTENSIONS CAN BE BOLT ON TO MAKE SOCIAL NETWORKING SITES MORE ATRACTIVE 6 CONCLUSION 8 REFERENCE 9 INTRODUCTION The history of social networking Over the last few years, the Internet has extended with dominant applications such as video, online maps, multiplayer gaming, online news, blogs, instant messaging, e-commerce, VoIP (which includes peer to peer voice communication), podcasting, photo sharing, GPS services and a lot of other conditions have entered into the vocabulary as these services became accepted with people who use them. As the Internet came out with more and more complicated services, encouraged entrepreneurs brought many of these services together into sites that intended to join people. With such widespread use, it was only natural then that people began using the Internet as more than just a means of seeking information. People found that the Internet could be used to connect with other people, whether for business or commercial purpose, and also to make new friends and to renew old friends and long lost connections. The social networking revolution was born. Today, social networking sites form the mass of most lists of highly valued Internet companies. This is because just about everyone who uses the Internet is a member of...
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...Customer management strategies are aimed at addressing the needs of every customer and by developing a one-on-one relationship with them Companies’ outlook can be broadly categorized into two types namely, Product-centric and Customer-centric. Product-centric firms concentrate more on their product line and therefore on increasing the product line for customers. In marketing, the economic value of a customer during the life of the customer's association with a business. An estimate of customer lifetime value allows a business to determine the amount of money that can be spent on acquiring and retaining a customer .The shareholder value and the customer lifetime value approach are conceptually and methodically analogous. Both concepts calculate the value of a particular decision unit by discounting the forecasted net cash flows by the risk-adjusted cost of capital at first we have to know comprehensive calculation method for estimating both the individual Lifetime value of a customer and the customer equity. Concept Customer Life time value is defined as: “The net value of all net payments from the moment the marketing efforts start towards a potential customer and until the...
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...Integrated Marketing Communication Plan of Dunkin’ Donuts MKTG522 – Marketing Management Executive Summary Starting in the spring of 2016, Dunkin’ Donuts will be offering a new version of their coffee. This new product will be iced coffee in a can in the plain, mocha and vanilla flavors. These products will be available in local grocery stores at competitive prices. The plan is to use a penetration strategy to enter the market and obtain customers currently purchasing Starbucks products. There will be different marketing communications available to use such as television, internet and print. As the target market uses technology on a day-to-day basis, internet and television media will be utilized to its maximum potential. It will be beneficial to piggyback off of existing advertising to accomplish this task. New customers will be obtained and existing customers will be retained by offering coupons, samples and loyalty points (DD Perks) along with other promotional activities. Budget will equal $63.2 million for advertising expenses. This money will come from Franchisees in the U.S. by receiving 5% of each store’s gross sales a week. (Form10K, 2015) The goal is to penetrate the market by 20%, increase corporate revenue by 10% and build and keep a great business image in the market. Introduction Dunkin’ Donuts started in 1950 when the founder Mr. Bill Rosenberg opened the Quincy, Massachusetts store. Five years later, they started licensing franchises which later made...
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...2/15/2015 2/15/2015 Mikee Lyka C. Menes 3-Marketing Management Mikee Lyka C. Menes 3-Marketing Management Total Quality Management (Companies) Total Quality Management (Companies) * Total Quality Management of McDonalds Introduction The father of the quality movement which is W. Edwards Deming introduced the concept of management named Total Quality Management (TQM). This approach management originated in Japanese Industry in the 1950’s and became popular in the West since early 1980’s. TQM is a system for a customer focused organization in continual improvement that involves all employees of all aspects of the organization. Employee involvement, focus on the customer, benchmarking, and continuous improvement are the four significant elements of TQM. Besides, there are some management techniques which involve in the implementation of TQM, such as quality circles, Six Sigma, reduced cycle time and continuous improvement Employee involvement is creating an environment for employees as to have impact on decisions making and actions which can affect their jobs. Focus on the customer Customer is the only element who determine the level of quality and the worthwhile level from all the efforts which organization do to foster quality improvement, training employees, integrating quality into processes management. Benchmarking Benchmarking is the process of comparing one's business processes and performance to industry as to learn and practice from other industry for...
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...Three Floyd’s Micro-Brewery Marketing Plan Keller Graduate School of Management – MM522 Kristin McFarren, Adrian Davis & Kristy Malone Table of Contents 1. Executive Summary ……………………………………………………………………………………………… pg. 3 2. Product/Service Description ……………………………………………………………………………….. pg. 5 3. Target Market …………………………………………………………………………………………………….. pg. 6 4. Situation Analysis/Competition ……………………………………………………………………………. pg. 8 5. Brand Positioning …………………………………………………………………………………………………. pg. 10 6. Price …………………………………………………………………………………………………………………….. pg. 12 7. Distribution Channels and Sales Force …………………………………………………………………. pg. 13 8. Advertising, Sales, Promotions and Public Relations …………………………………………... pg. 17 9. Market Research …………………………………………………………………………………………………. pg. 21 Executive Summary Three Floyds is a brewery based in Munster, Indiana that sales and creates a variety of craft beers that each differ in taste, color, and flavor. Because the brewery is limited to one location, they are only able to offer their products locally and in minor distribution throughout the Midwest. The company produces eight beers yearly and thirteen beers sporadically throughout the year. The beers that are produced with a limited production correlate with the month and are supposed to compliment the season with its flavor. The company also participates in special events such as the “Dark Lord” day in which the beer of its namesake...
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...I. Marketing Background A. Overview of the Industry 1. Market Size Pizza Hut's smaller format store is about half the size and cost of its iconic red-roofed buildings. Chain began developing smaller stores three years ago. It so far has opened more than 300 and sees potential for 2,000 more in next five to 10 years. Pizza Hut is ordering up smaller restaurants. The iconic red-roofed chain, which saw its heyday in the 1980s, says downsizing and remodelling will allow it to open more restaurants and turn a profit faster for franchisees. Pizza Hut began developing this new model, dubbed Delco Lite, about three years ago when it realized delivery--which is the way most people prefer to receive their pizza--wasn't representing as much of the business as it once did. The new model opens up another 2,000 potential sites for Pizza Hut over the next five to 10 years. Pizza Hut, which is part of Yum Brands Inc. YUM, +0.60% has about 8,400 locations, most of which are the traditional, dine-in restaurants. Delco Lite trades the red roofs and dining rooms for a more contemporary design that fits in to tighter places and focuses more on delivery and carry-out. Pizza Hut has opened more than 300, and is mostly building them, in favor of the larger, stand-alone ones. The new model is about half the size of Pizza Hut's traditional restaurants and costs about half as much for franchisees to build, opening up more potential sites in the U.S. 2. Market Trends (Past 3-5yrs) ...
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...About | Contact | Jobs | [pic] • Lesson Store • Buy Video • Exercise Store • Powerpoint [pic][pic] Marketing Teacher: Home / The Marketing Environment The Marketing Environment [pic][pic][pic][pic][pic][pic][pic][pic] [pic][pic][pic][pic]The Marketing Environment What is the marketing environment? The marketing environment surrounds and impacts upon the organization. There are three key perspectives on the marketing environment, namely the 'macro-environment,' the 'micro-environment' and the 'internal environment'. [pic][pic][pic][pic][pic] The micro-environment This environment influences the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. Micro tends to suggest small, but this can be misleading. In this context, micro describes the relationship between firms and the driving forces that control this relationship. It is a more local relationship, and the firm may exercise a degree of influence. The macro-environment This includes all factors that can influence and organization, but that are out of their direct control. A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade organization). It is continuously changing, and the company needs to be flexible to adapt. There may be aggressive competition and rivalry in a market. Globalization means that there is always the threat of substitute...
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...9-502-040 OCTOBER 5, 2001 DOUGLAS B. HOLT Mountain Dew: Selecting New Creative Standing at the front of a PepsiCo conference room, Bill Bruce gestured enthusiastically, pointing to the sketches at his side. Bruce, a copywriter and Executive Creative Director, headed up the creative team on the Mountain Dew account for PepsiCo’s advertising agency, BBDO New York. In fact, it was Bruce who devised the famous “Do the Dew” campaign that had catapulted Mountain Dew to the number three position in its category. With his partner, art director Doris Cassar, Bruce had developed ten new creative concepts for Mountain Dew’s 2000 advertising to present to PepsiCo management. Gathered in the room to support Bruce and Cassar were BBDO senior executives Jeff Mordos (Chief Operating Officer), Cathy Israelevitz (Senior Account Director), and Ted Sann (Chief Creative Officer). Each of the three executives had over a decade of experience working on Mountain Dew. Representing PepsiCo were Scott Moffitt (Marketing Director, Mountain Dew), Dawn Hudson (Chief Marketing Officer, and a former senior ad agency executive), and Gary Rodkin (Chief Executive Officer, Pepsi Cola North America). Scott Moffitt scribbled notes as he listened to Bruce speak. Moffitt and the brand managers under him were charged with day-to-day oversight of Mountain Dew marketing. These responsibilities included brand strategy, consumer and sales promotions, packaging, line extensions, product changes, and sponsorships. But...
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...stakeholders are as important to the company as their customers, keeping them in mind for every business decision made. They have 6 key stakeholders; consumers, customers, partners, teams, shareholders and communities. General Mills believes the success of their stakeholders is a success for the company, every decision they make must add value to for their stakeholders. In 2001 General Mills completed a merger with their long-time competitor, Pillsbury. Both sides of the merger felt this was the best decision for each company involved, General Mills felt it would add value to shareholders, while Pillsbury was just happy the business would stay local. The merger was complete with a $10.5 billion price tag and would total $13 billion in annual sales. The only problem was Pillsbury’s weak performance, causing layoffs for General Mills. The best solution to remedy this problem is for General Mills to get its thinking caps on and come up with a new innovative product line for Pillsbury. It will take time and a lot of effort, but in the end the benefits will improve the new company and get Pillsbury performing at the same level as General Mills. With a feasibility analysis complete, I have determined General Mills has what it takes to implement this solution and be successful. The issue of ethics and the law are also addressed briefly, since there is a lot legalities involved with creating a new product. Making sure General mills isn’t infringing on patents or copyrighted products, while...
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...v. 201303 Dream Appliance 3-Year Marketing Plan Assessment Code: MKT1 Task 318.1.5-06-15 Student Name:xxxxxx Student ID: xxxxxxx Date: xxxxxx Mentor Name: xxxxxxx v. 201303 Table of Contents Introduction .................................................................................................................................................. 3 Mission Statement ........................................................................................................................................ 3 The Product ................................................................................................................................................... 3 Consumer Product Classification ............................................................................................................... 3 Target Market ............................................................................................................................................... 4 Competitive Situation Analysis ..................................................................................................................... 4 Analysis of Competition using Porter’s 5 Forces Model ............................................................................ 4 SWOT Analysis............................................................................................................................................ 4-5 Strengths .......................................................
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