Premium Essay

Intergrated Marketing Report

In: Business and Management

Submitted By dindaboo
Words 3496
Pages 14
1.0 Introduction:
1.1 Purpose of the Report:
The report is the first phase of a modified integrated marketing and communication plan for a new treadmill called Digi-Sprint.
1.2 Description of Digi-Sprint:
Digi-Sprint is the only treadmill that has a retractable integrated touch screen computer with Wi-Fi, voice reader and webcam. The screen is retractable to fit the different consumer’s different needs as some would prefer to have the screen at a distance while others prefer it to be at a close range. For consumers who do not like reading while running the voice reader would read out the required areas of the website. Another main feature of Digi-Sprint is that it is silent. It does not emit noise like other treadmills. (Refer to table 1 in the appendix for all the features of Digi-Sprint both tangible and intangible characteristics).
1.3 Brand Image and Brand Identity: “Brand identity is a combination of name, logo, and design.” (Blech, Blech, Kerr & Powell, 2009). Digi is short for digital which implies to the consumers that the treadmill is digitalised and sprint is supposed to represent the athletic factor of the treadmill. The brand image that the company wants consumers to associate with the Digi-Sprint is that it is a sophisticated, intelligent high-end brand treadmill that is revolutionary and entertaining. The sophisticated image is to be achieved through the sleek and complex design. Intelligent is accomplished through the sharp, quick and innovative interface; yet remaining user friendly. The High Definition (HD) touch screen, the modern design combined with the gloss or chrome finish, pricing, advertising and its placement in shops will attain the high-end brand factor in the consumers mind. Since it is a new product in the market Digi-Sprint needs time to accomplish the high-end factor. The features help the brand to gain the entertaining...

Similar Documents

Premium Essay


...Foreign Trade University Faculty Of Business Administration APPLIED INTERGRATED BUSINESS The Student’s Pllog for the first 3 weeks of semester I Student Name: Bang Tran Hai Vo Student ID No. : 1305052015 Instructor : Dr. Cao Dinh Kien Ha Noi, September - 2015 I. Introduction This unit continues the theme of integration which underpins the level one Business Studies Programme. It consists of projects based on business cases, which enable students to apply the theories and knowledge gained from the level 2 business units in a variety of realistic contexts – in service and production based organisations. The final project will be carried out in conjunction with a multinational organisation. The aim of the unit is to support realistic learning by providing an opportunity to apply knowledge and skills to real business situations making it possible for students to continue to develop understanding of the interrelatedness of all the business disciplines fundamental to business success giving students sufficient time to carry out meaningful tasks enabling students to gain a comprehensive understanding of the core business disciplines through application providing opportunities to enhance existing business skills such as group working, data retrieval and analysis, presentation and to develop their ability to define problems and seek practical solutions. II. Week (1) : Review......

Words: 591 - Pages: 3

Premium Essay

Research Methods

...Projective technique – Word associated Word association is a projective technique where the respondent is presented with a stimulus and is asked to respond with the first thing that comes to their mind when shown a given name, photo or event (Malhotra (1999)). According to Malhotra & Berks (2000) the assumption of using this technique is that the association allows respondents to reveal their inner feelings about the topic. Responses can be analysed by calculating either of the following: 1. The frequency of any word that is given as a response. 2. The amount of time it takes before a response is given (hesitation). 3. The number of respondents that don’t respond to the test word (blocking). If the respondent takes more than three seconds to answer a particular question this is called hesitation, and this indicates some comparison between emotional involvement from that chosen word. Which will mean sometimes the stimulus word will evoke such strong feeling that the respondent will be unable to give any response because of the ‘block’ (Chisnall (2005)). According to Kolb (2008) this technique gains emotional responses to questions instead of the respondents giving intellectual thoughts or information about the company so we thought that this would be an acceptable method to use as it offers something different than your traditional questionnaire for example. By us as the research team using this technique we may decide to ask the respondents to give the......

Words: 547 - Pages: 3

Premium Essay

Business Plan

...3. TARGET MARKET DESCRIPTION Intergrated Resort World (RWS) is Singapore’s biggest site location of 49-hectare with high visitorship. According to the Ministry and Industry (MTI), about S$3.7 billion in a value-added came from tourists travelled specifically for the two IRs in Singapore (EnterpriseOne, 2011). Summary findings abstracted from World Outlook Report (2006-2011), also shown that impulse ice cream1 demand have been increasing and Asia & Ocean is the largest market with $12billion, 33.9% of the world market. Figure 1. Worldwide Market Potential Impulse Ice Cream, World Outlook Report (2006-2011) An abstract from ReportLinker (2010), concluded that there is an increase sophistication of consumer demand in Singapore, many people traded up to more expensive premium brands of ice cream in 2010. The following table has also shown an increase in impulse Ice Cream in Singapore from 0.86% in 2001 to 0.89% in 2011. This illustrates that with effective marketing, superior product and proper management we will reach and exceed our projected sales goals. Figure 2. Worldwide Market Potential Impulse Ice Cream, Singapore, World Outlook Report (2006-2011) Target Market Segmentation Gelatissimo products are often featured in Female lifestyle magazines such as Cleo, Simply Her and Shape. The target market includes females age 18 to 24 years old who socialize. Children are also a big part of our market, at one third of the population in this location. Ages 4 to 19......

Words: 856 - Pages: 4

Premium Essay

Production Operation Management

...BUSINESS PROGRAM: SUBJECT: SUBJECT CODE: NATURE OF WORK: DATE: SCHOLAR: MBA/CM – MASTER OF BUSINESS ADMINISTRATION/CORPORATE MANAGEMENT OPERATION MANAGEMENT POM 5011 TERM PAPER 05TH DECEMBER, 2012 LOISILIGAKI GABRIEL LOIBANGUTI REGISTRATION NUMBER: MBA/CM/MZC/043/T.12 QUESTION: “An Examination on the Strategic use of Information Technology in Tanzania Service Industries in Achieving and Sustaining Competitive Advantage and Suggestions for improving their effectiveness” You are required to search the relevant research materials on the topic in hand and compose a report. Your report should critically discuss the issues of technological adoption on the use of IT practices by the consumers and business enterprises; In addition, your report should explore areas of strategic applications of IT by business enterprises, the challenges involved and suggestions for their improvements. Support your report with reference to case studies and /or examples of companies. i TABLE OF CONTENTS ABSTRACT ...................................................................................................................................... iii 1.0 INTRODUCTION ........................................................................................................................1 2.0 LITERATURE REVIEW ..............................................................................................................2 3.0 IT adoption concept on entreprise......

Words: 3015 - Pages: 13

Premium Essay

Global Marketing Assignment

...Global Marketing Assignment Individual Q1 Assess the market opportunities and threats for the sport-shoe manufacturer, Asics which is planning to enter the ASEAN market? Ascis today is the forefront business and world wide performance in sports market industry and its currently the leading the running shoe brand athletes. The choice for providing comfort,support, and supirior rides. Ascis has made further developments in its products for both men and women.It has also reached the core of sports industry and sponsership like football and rubgy. Ascis has been in the asian market for many years markets mostly in Japan and well recognised in American continent,In some asian countries like Indonesia,Thailand, Singapore and Malaysia it is well knwon and still developling its brand name in some coutires. Ascis has not only focused on Sports wear but also concentrate on Apperals and expanded its sports shoe products from Running shoes to walking shoes, and football shoes. It is known in Singapore and Thailand the market share of ascis is low but still one of the leading brands. This paper mainly focuses on Ascis and Asean countries development and growth and how it impacts the buiness by entering their market. But this paper mainly focuses on major countries like Singapore and Thailandas they are the emerging market and high business prospects PEST analysis is used for understanding the growth or decline of the market this paper focus on PEST analysis of Singapore,and...

Words: 1474 - Pages: 6

Premium Essay

Mas Presentation

...FACULTY OF ECONOMICS AND BUSINESS EBA 4043 INTERGRATED CASE STUDY MALAYSIA AIRLINES CASE STUDY NO NAME STUDENT ID 1 ANGELINE JONG HO CHIN 35474 2 FONG SHU YIING 36085 3 SURESH A/L MINAIAH 38941 4 LEE YOKE LAN 39541 5 WAI POH YAN 39641 Malaysia Airlines INCOME STATEMENT ANALYSIS Income Statement Analysis (Cont’) Year/ Aspect 2008 2009 2010 2011 2012 Revenue Increase 2.38% Decrease 24.78% Increase 14% Increase 5.77% Decrease 2.69% Expenditure Increase 5.44% Decrease 19.71% Increase 9.19% Increase 21.57% Decrease 12.84% Net profit for the year Net profit (RM 245,697,000 ) Net profit (RM 493,106,000 ) Net profit Net loss (RM (RM 2.5 237,346,000 billion) ) Net loss (RM 430,738,000 ) Increase 39.09% Increase 63.74% Increase 47.57% Finance Increase cost-interest 29.61% expense Increase 15.19% BALANCE SHEET ANALYSIS • Balance sheet and cash flow – interrelated • cash flow explains inflow and outflow of cash which any changes in balance will affect cash flow • Operating Activities – changes in current assets and current liabilities • Investing Activities – changes in non current assets and other income • Financing Activities – changes in equity and liabilities BALANCE SHEET ANALYSIS There was no long term borrowings in year 2003 until 2006 because of most probably government take over......

Words: 1220 - Pages: 5

Premium Essay

Enterprise Resource Planning

...Kudler Fine Foods ERP Kudler Fine Foods ERP Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area. They have three locations (La Jolla, Del Mar and Encinitas). Kudler’s owner Kathy Kudler works seven days a week visiting each store. Managers handle the day-to-day details, but Kathy handles the buying for the stores. Kathy and her team are looking to reorganize Kudler Fine Foods to lessen the workload for her and her management team. Reorganization would allow the group more time to spend with customers and balance the home and work life more efficiently. Business Needs In order for the reorganization of Kudler Fine Foods to be successful an enterprise system will be implemented. The enterprise system also known as enterprise resource planning system (ERP) integrates business processes across departments and functions of an organization into one IT system (Business Information Systems, N.D.). This prevents fragmented information but rather stored together in a comprehensive data repository that can be used by different part of the company (Robbins & Judge, 2011). The ERP system will be crucial for Kathy in effectivly planning all aspects of Kudler Fine Foods. She will be able to control the resources of the company from one system. As she currently controlls all of the ordering, the ERP system will allow her to know when and where more products need to be ordered and shipped. As certain items in a location is......

Words: 1493 - Pages: 6

Free Essay

Market Entry Strategies for Tresemmé Into Vietnam

...of Education and Training Hoa Sen University Faculty of Economics and Commerce Intergrated Marketing Communications MARKET ENTRY STATEGIES FOR TRESEMMÉ INTO VIETNAM Lecturer: Ms. Nguyễn Trần Kiều Vân Class: MK308DE01 - 0600 Group members: Trương Phương Anh - 2006759 Võ Hồ Thanh Bình - 2008404 Đoàn Xuân Tâm Đan - 2007677 Nguyễn Ngọc Thiên Hương - 2007207 Damien Zafrani Ministry of Education and Training Hoa Sen University Faculty of Economics and Commerce Intergrated Marketing Communications MARKET ENTRY CAMPAIGN FOR TRESEMMÉ INTO VIETNAM Lecturer: Ms. Nguyễn Trần Kiều Vân Class: MK308DE01 - 0600 Group members: Trương Phương Anh - 2006759 Võ Hồ Thanh Bình - 2008404 Đoàn Xuân Tâm Đan - 2007677 Nguyễn Ngọc Thiên Hương - 2007207 Damien Zafrani 2 ABSTRACT The target purpose of this report is to build an Integrated Marketing Communications (IMC) program for TRESemmé, which is a long-standing American brand that has recently appeared in Vietnam. In this report, we focus on IMC strategic plans for creating TRESemmé’s recognition and expand brand awareness in Vietnam market. We gathered information on the Internet and using our knowledge from Integrated Marketing Communications class to complete our assignment. Thanks to the report, we have the opportunity to apply theories in real situation, learn more about integrated marketing communications and know how to plan IMC stategies for a specific......

Words: 4366 - Pages: 18

Free Essay


...IFEYINWA CHIGOZIE OKOLI MKT 6334.501-DIGITAL SALES STRATEGY ASSIGNMENT- REVENUEWIRE.COM 1) How does Revenue Wire compare to its competitors in its two chosen arenas (affiliate network management and online shopping carts)? Revenue wire Compares to its competitors in its two chosen arenas. Affiliate network Management. After three years of rapid growth in a relatively young industry, the affiliate and payment processing company found itself operating in a very different environment. Sales growth in the company's affiliate network service had levelled off, and orders for Q1 2010 looked just like those for Q1 2009. New competitors, low entry barriers, and a plateau in the affiliate market meant few opportunities for growth across the industry. Despite those conditions, the company's owners had set aggressive revenue targets for 2010 to 2012. The general manager was responsible for growing RevenueWire’s network by helping affiliates increase sales and make more money. She was also charged with building merchant business: that meant signing on new merchants and convincing merchants to use RevenueWire as an end-to-end solution from finding affiliates to delivering an effective shopping cart and payment experience. In order to increase revenue leach identified two approaches: 1) More of the same : continue to concentrate on the “pay per sale” model of the affiliate network provider. Growth in this area would mean signing on more affiliates and representing a...

Words: 1679 - Pages: 7

Premium Essay

Management Information System

...Management Information Systems Introduction The objective of this assignment is to explore the coffee market in UK and understand the consumer preferences with aid of data resources and the outcome it would have on a new brand of Mysore coffee in the competitive UK coffee market. As the premium sectors develop in the UK, greater emphasis is placed on Arabica beans, with marketing and pack support centered on the provenance and taste credentials of specific beans. Arabica is fast becoming synonymous with premium quality, and this is likely to lead to increased prices, particularly as some countries are seeking to trademark native bean varieties. For instant, Ethiopia applied to trademark two different Arabica beans in the US in 2006 - called Sidamo and Harar (Source Mintel, Report 2006). Arabica beans command a high price because tastes are particular to a growing location. Brazil is the world’s largest producer of Arabica beans. Erratic weather during the growing season 2006-7 led to market nervousness and prices reached around $2.66 per kg, up 16% since 2005 (according to data from the International Coffee Association). The origin of the coffee the company Amrut distillers basically a liquor and spirits company diversify in to the coffee segment to give value addition to your single malt portfolio is planning to launch in the market a Mysore Coffee which is an Arabica bean and has it connoisseurs throughout the globe. Their channels to distribution would......

Words: 2135 - Pages: 9

Premium Essay

Station Case Study

...Title: Southern Rail Balcombe Station Case   Study (RESUBMITION)   Student ID: 473482  Contents Page    1. Introduction  2. Planning & Decision Making  3. Management  4. Information Systems  5. PESTAL 6. Decision Making Models  7. Contingency Planning  8. Recommendations/Conclusion    1.0 Introduction   This report will be a detailing and taking into regard the planning & decision making of a project and what would be the best choice for the train station Balcombe which Southern Rail own as the station is facing a few issues. This report will give suggestions on which choices would be most suitable for Southern Rail and why, as well as using different decision making models to help show why the appropriate decision was chosen. Also as Southern Rail have stakeholders in the business; the report will discuss what would be the best forms of contact to these stakeholders so they are always kept up to date on what is happening with Balcombe train station. As it is possible aspects of change could not always follow the plan that has been created it is important that in the report it will specify what could possibly affect the changes and then what contingency plans will be in place in order to overcome the potential issues.     The two options which Southern Rail could potentially carry out are; the first one is to renew and repair the Balcombe train station that will allow the station to continue with day-to-day operations......

Words: 2732 - Pages: 11

Premium Essay

Business Analysis - Disney

...Business Analysis Part III Glennyce J Nelson MGT-521 June 29, 2012 Dr. Olivia Herriford Business Analysis Part III For part III of the Business Analysis project, a review of the strategic initiatives taken by The Walt Disney Company relative to organizational and operational adaptations to the changing markets. An explanation of how recent economic trends are influencing the company, strategies Disney has used or could use for adapting to the changing markets. In addition, tactics Disney has implemented or could implement to achieve their strategic goals, the role human resources management plays in helping them achieve the goals, and would I be willing to invest in this company as a mutual fund manager. How Recent Economic Trends Are Influencing Disney. Even though the economy has been in a recession for the past couple years The Walt Disney Company has been doing well and shown continued growth. The company continues to show signs of being a healthy company as indicated by their continued increase in their net income Nelson (2012) “Disney’s income for 2011 and 2010 was $4,807 and $3,963 respectively, which represents a 21.30% increase.” (p. 4). In addition, the company had a net income of $3,307 in 2009, which represents a 19.84% increase for 2010. As shown in Figure A, Disney has shown growth in all areas of its financial statements during the past three years. Over all the company has not been significantly effected by the current economic downtrun and......

Words: 2185 - Pages: 9

Premium Essay

Supplement Chanin Management

...Firms strive for sustainable competitive advantage, financial performance that consistently outperforms their industry peers. The world is so dynamic, with new products and new competitors rise seemingly overnight, that truly sustainable advantage might seem like impossibility, but there are winners and the Zara chain is one of them. The Zara fashion chain, founded in 1975 in Arteixo, is perhaps the world's most successful clothing chain. Zara has helped its parent, the Spanish firm Inditex, grow from obscurity in the mid. 90’s to the world's third largest pure-play fashion retailer after the Swedish H&M and US-based Gap Inc. with financial performance well ahead of these rivals. With 1021 shops, at 13.04.2007, in 55 countries, Zara appears to have found the formula for success: Give the public what it wants, at the lowest possible price, in the shortest time possible. In order to think about how the firms achieve sustainable advantage, it's useful to start with two concepts defined by Michael Porter: operational effectiveness and strategic positioning. (I) OPERATIONAL EFFECTIVENESS According to Porter, the reason so many firms suffer aggressive, margin eroding competition, is because they've defined themselves according to operational effectiveness rather than strategic positioning. Operational effectiveness refers to performing the same tasks better than rivals perform them. Everyone wants to be better, but the danger in operational effectiveness is in "sameness". At......

Words: 1922 - Pages: 8

Premium Essay

John Lewis - Customer Satisfaction Case Study

...FOREIGN TRADE UNIVERSITY ------------------------------------------------- FACULTY OF BUSINESS ADMINISTRATION APPLIED INTERGRATED BUSINESS JOHN LEWIS’CUSTOMER SERVICE CASE STUDY Student Name : Bang Tran Hai Vo Student ID Number : 1305052015 Instructor : Dr. Cao Dinh Kien Hanoi, October – 2015 ------------------------------------------------- CONTENT 1. Introduction about John Lewis 2. John Lewis – A customer service and the success in keeping customer satisfaction 3. Bad practice of customer service 3.1 Analysis of the causes for bad customer service 3.2 Suggestion and Recommendation 4. Pllog 5. Refferences 1. Introduction John Lewis is a chain of upmarket department stores operating throughout Great Britain. The chain is owned by the John Lewis Partnership, which was created alongside the first store in the mid-1800s. The first John Lewis store was opened in 1864 in Oxford Street, London. The chain's slogan is "Never Knowingly Undersold" which has been in use since 1925. There are 45 stores throughout England, Scotland and Wales, including eleven "At Home" stores, and a "flexible format" store in Exeter. The store in Birmingham is the largest operated by the Partnership outside London. On 1 January 2008, the Oxford Street store was awarded a Royal Warrant from Her Majesty the Queen as: "suppliers of haberdashery and......

Words: 2026 - Pages: 9

Premium Essay

Term Paper

...MKTG 650: Strategic Marketing Management– Section E1 | Team Marketing Plan | for GameStop Box | GameStop Corp, a publicly traded company (NYSE: GME) based in Grapevine, Texas, is ranked number 255 on the Fortune 500 list of publicly traded companies. As the world’s largest retailer of video game and entertainment software, GameStop boasts 6,500 retail stores worldwide and also operates the popular websites and Moreover, GameStop publishes a critically acclaimed monthly, Game Informer, a magazine that covers the entire gaming industry. This marketing plan presents the results of our situational, marketing and financing analysis and presents the strategies to be employed to implement a new product offering - a video and computer game rental kiosk, referred to as the GameStop Box. | | 7/29/2011 | Table of Contents 1.0 Executive Summary 3 2.0 Situation Analysis 4 2.1 Mission 4 2.2 Product or Service Description 4 2.3 Value Proposition 5 2.4 SWOT 5 2.5 Critical Issues 6 3.0 Market Analysis 7 3.1 Macro Environment 7 3.2 Market Size and Growth 8 3.3 Market Trends 8 3.4 Target Market Analysis 9 3.5 Customer/Consumer Analysis 9 3.6 Needs Analysis 9 3.7 Competitive Analysis 10 3.7.1 Direct Competitors 10 3.7.2 Indirect Competition 11 4.0 STRATEGY 11 4.1 MARKETING OBJECTIVES 11 4.2 FINANCIAL OBJECTIVES 12 4.3 SEGMENTS AND TARGET SEGMENTS WITH NEEDS OUTLINED 12 4.4 POSITIONING STRATEGY 12 4.5......

Words: 6866 - Pages: 28