...Background Case Study - Pampers 2002 IDM Business Performance Award Bronze Award Winner UK market valued at £480 million per year Innovative rival, Huggies, gained 30% of the market by 2000 Huggies built relationships with mothers using interactive marketing Mothers showing greater independence in decision making © The Institute of Direct Marketing 2002 1 © The Institute of Direct Marketing 2002 2 Projected Market Share Graph The Objectives To rebuild the brand and gain greater market share 55 50 45 40 35 30 Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov01 01 01 01 01 01 01 01 01 01 Pampers Huggies To develop stronger relationships with mothers in order to re-establish trust and increase loyalty © The Institute of Direct Marketing 2002 3 © The Institute of Direct Marketing 2002 4 Customer Research Huggies brand perceived as the market leader in focus group research Proliferation of information channels, including the Internet Traditional advice from parents being replaced by other sources leading to brand switching Communication Strategy One-to-One approach Targeted mailings using Bounty data Creative message ‘See the world through a baby’s eyes’ Direct mail - three packs pre-birth, five packs post-birth © The Institute of Direct Marketing 2002 5 © The Institute of Direct Marketing 2002 6 1 Direct Mail Pack Collectable information booklets compiled by baby care experts and noncompeting baby product information...
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...Case Study MKT 113 Southern New Hampshire University Prince Sports is a racquet company that sells innovative tennis, squash, and badminton racquets. Prince is known for their many varieties of equipment as well as their new, innovative products. Prince invented the first oversize and long body racquets as well as the first synthetic gut tennis string. They were also the first to introduce the natural foot shape tennis shoe. Social Networking along with break-through technology have worked in favor of Prince Sports as well as segmenting and customizing racquets for specific players. They have custom racquets with shorter, slower strokes, moderate-to-full strokes, and longer, faster strokes. In 2012, Prince Sports filed for bankruptcy protection due to competition from competitors that were better equipped. Prince blamed the increased competition as well as the downturn in the economy as reasons for their downturn as well. In order to help grow the tennis industry, Prince can sponser tourniments at kid’s summer camps, donate raffle tickets for a free racquet, and even create a line specifically for women that might include racquets as well as sports clothing and shoes. In order to reach recreational and junior players, Prince can can hold in-store demonstrations, use web advertisments as well as social media. Prince can use wall displays, utilize in-store circulars, and sponser professional players to market their product within mass merchandisers as well...
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...THE ROLE OF MARKETING MIX STRATEGY IN DETERMINING CONSUMER PURCHASES DECISION. A CASE STUDY OF GIVANAS NIGERIA LIMITED. BY AJIBODU OLAYEMI OLUGBENGA MATRIC NO. ADP11/12/H/0460 A PROJECT REPORT SUBMITTED TO THE DEPARTMENT OF MANAGEMENT AND ACCOUNTING FACULTY OF ADMINISTRATION, OBAFEMI AWOLOWO UNIVERSITY ILE IFE. IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF MASTER OF BUSINESS ADMINISTRATION (MBA.) 2013. CERTIFICATION This is to certify that this research project was conducted by AJIBODU OLAYEMI OLUGBENGA in the Faculty of Administration, Obafemi Awolowo University Ile Ife. _____________________ ___________________ PROJECT SUPERVISOR SIGNATURE AND DATE PROF. J.O ADETAYO _____________________ ____________________ HEAD OF DEPARTMENT SIGNATURE AND DATE PROF. T.O ASHAOLU ______________________ ____________________ DEAN OF FACULTY SIGNATURE AND DATE ______________________ ___________________ EXTERNAL MODERATOR SIGNATURE AND DATE DEDICATION GOD, Late MAA, OYEKEMI and TENIOLA. ACKNOWLEDGEMENT In preparing this research project, the researcher received valuable advice and ideas from well-meaning people, which made the work, saw the light of the day. First, my gratitude goes to Almighty God for giving me life and strength to come up this stage. My gratitude also goes to members of staff of the department...
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...ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD (Commonwealth MBA/MPA Program) Marketing Management (5565) CHECK LIST Semester: Autumn, 2013 This packet comprises the following material:- 1. Text Book 2. Assignment No. 1, 2 3. Assignment Forms (two sets) 4. Course outline In this packet, if you find anything missing out of the above mentioned material, please contact at the address given below: Mailing Officer Services Block No. 28 Allama Iqbal Open University H-8, Islamabad 051-9057611-12 Majed Rashid Director Overseas Education & E-Learning & Course Coordinator ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD (Commonwealth of Learning Executive MBA/MPA Programme) WARNING 1. PLAGIARISM OR HIRING OF GHOST WRITER(S) FOR SOLVING THE ASSIGNMENT(S) WILL DEBAR THE STUDENT FROM AWARD OF DEGREE/CERTIFICATE, IF FOUND AT ANY STAGE. 2. SUBMITTING ASSIGNMENTS BORROWED OR STOLEN FROM OTHER(S) AS ONE’S OWN WILL BE PENALIZED AS DEFINED IN “AIOU PLAGIARISM POLICY”. Course: Marketing Management (5565) Semester: Autumn, 2013 Level Executive MBA/MPA Total Marks: 100 Instructions a) All written assignment must be well organized, presented in an easy-to-read format, and neat. If your handwriting is not legible, type or compose the written assignment. Moreover, pay particularly close attention to grammar, spelling punctuation and understandability. Communication is extremely important...
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...Marketing Mix Latasha Edwards University of Phoenix MKT/421 Stuart Ringer July 07, 2012 Abstract This essay will describe the elements of the marketing mix. Starbucks is the organization that will allow a description of how all four elements affect developmental marketing strategy. An explanation of how each part of the marketing mix is implemented and what industry that Starbucks exist is present. Marketing Mix Starbucks originated in 1971 in Seattle. Today there are over 17,000 stores across 55 countries all over the world. The mission; “inspire and nurture the human spirit one person and one cup at a time” (Starbucks Company Profile, 2011, p. 1). Starbucks got its name from a story; Moby Dick and logo is a Greek mythology siren. This company views employees as partners. Products include coffee; more than 30 blends, handcrafted beverages; such as Frappuccino’s and ice coffee, merchandise; cups, mugs, music, books, fresh food; cookies, salads, and sandwiches. Marketing mix A plan, that is controlled, including four elements; product, price, place, and promotion. The company makes adjustments of these four elements until the right combination meets consumer needs. The ultimate goal, when using this tool, is to make a profit (Marketing Mix, 2012). Product is the central part of the marketing mix. One has to figure out how to make it, how the product line is going to run and set it up. One also has to decide the...
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...Marketing 2014 Unit 2935GENERIC MARKETING(v4) Determine the marketing mix (Level 5, 10 Credits) Due:23rd FEBRUARY 2014 11.55 PM Instructions: 1 You are encouraged to present your work in a word processed report formatusing appropriate headings, page and section numbering, indentations, figures and tables, appendices, style (Arial or Times New Roman) and size (font 12, line spacing 1.5). 2 This assignment is to be submitted electronically via www.abacusinstitute.ac.nz/moodle by 5:00pm on the due date above. OR Alternative arrangements can be made for presenting and submitting your workwith help of the course instructor/tutor, in case of any special needs. 3 The presentation of your work must use appropriate tone, register, vocabulary (includingnon-sexist language), grammar and syntax. Unit Standard 2935 [v4] Determine the marketing mix ER | Description | Range | LO1 | Analyse the inter-relationships of elements of the marketing mix. | | 1.1 | Variations in individual elements of the marketing mix are assessed for their impact on related elements of the mix. | Variation of any two elements. | 1.2 | Environmental factors are assessed for their impact upon elements of the marketing mix. | social, economic, demographic, cultural, ethnic, natural, political, legal, regulatory, technological, competitive. | 1.3 | Customer response to the marketing mix is assessed in terms...
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...The Concept of the Marketing Mix' NEIL H . BORDEN Harvard Business School Marketing is still an art, and the marketing manager, as head chef, must creatively marshal all his marketing activities to advance the short and long term interests of his firm. E it observe how an or colorful may catch wide I HAVaptalways foundterminteresting toon, gain of a usage, and help to further understanding concept that has already been expressed in less appealing and communicative terms. Such has been true of the phrase "marketing mix," which I began to use in my teaching and writing some 15 years ago. In a relatively short time it has come to have wide usage. This note tells of the evolution of the marketing mix concept. NEIL H. BORDEN is professor emeritus of marketing and advertising at the Harvard Business School. He began teaching at Harvard as an assistant professor in 1922, became an associate professor in 1928, and since 1938 has been a full professor. He has won many awards, and received this year a special Advertising Gold Medal Award for Education. He is a past president of the American Marketing Association. He belongs to Phi Beta Kappa and the American Economic Association, and he is a public trustee of the Marketing Science Institute. He has published widely, and one of his books. The Economic Effects of Advertising, published in 1942, was based on a study conducted under an ARF research grant. The phrase was suggested to me hy a paragraph in a research bulletin on...
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...The Concept of the Marketing Mix' NEIL H . BORDEN Harvard Business School Marketing is still an art, and the marketing manager, as head chef, must creatively marshal all his marketing activities to advance the short and long term interests of his firm. E it observe how an or colorful may catch wide I HAVaptalways foundterminteresting toon, gain of a usage, and help to further understanding concept that has already been expressed in less appealing and communicative terms. Such has been true of the phrase "marketing mix," which I began to use in my teaching and writing some 15 years ago. In a relatively short time it has come to have wide usage. This note tells of the evolution of the marketing mix concept. NEIL H. BORDEN is professor emeritus of marketing and advertising at the Harvard Business School. He began teaching at Harvard as an assistant professor in 1922, became an associate professor in 1928, and since 1938 has been a full professor. He has won many awards, and received this year a special Advertising Gold Medal Award for Education. He is a past president of the American Marketing Association. He belongs to Phi Beta Kappa and the American Economic Association, and he is a public trustee of the Marketing Science Institute. He has published widely, and one of his books. The Economic Effects of Advertising, published in 1942, was based on a study conducted under an ARF research grant. The phrase was suggested to me hy a paragraph in a research bulletin on...
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... 2010 Online Marketing in Bangladesh: A Descriptive Study in the Context of Some Selected Click and Mortar Businesses MD. KAMRUL HASSAN1 MD. ABDUL MOMEN2 SEYAMA SULTANA3 Abstract Every business requires a good marketing mix to introduce, grow, and sustain in this highly competitive marke economyt. At The day before yesterday marketers were rarely looking at online based marketing efforts, instead, they were just relaying on conventional marketing mix. With the presence of highly growing Internet users, relative low cost and easy going strategies, ‘online marketing’ is also becoming so crucial for every business hub. By getting the balance of offline and online advertising right, marketing mix will help provide everything firms need to gain leads, increase sales, improve customer retention, and rocket the company profits. The study has a comprehensive perspective and provides a bird’s eye view of the online marketing practice in Bangladesh. This discussion is extended with an examination of the studies that compare conventional marketing practices with the principles and rules of the online marketing world particularly the four major components of the traditional marketing mix in an online context. To understand the online marketing environment in the country a greater sense of the study has extended its overall views from both the consumers and business perspectives. This study provides an effort to understand the relationship between online marketing exercise and the...
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...22 Marketing Mix 22.1 Introduction The basic task of marketing is the delivery of product(s) to consumers so that their needs are fulfilled and organisational objectives are also achieved. This involves several important decisions, e.g. deciding about the product or products which should be offered for sale, price of the product, markets where products may sell and the means of communication with the consumer for the sale of the product. All these decisions form part of marketing-mix. In this lesson we shall study about the concept of marketing mix, its components and the relationship among various components of marketing mix. 22.2 Objectives After studying this lesson, you will be able to : explain the concept and characteristics of marketing mix; describe various components of marketing-mix; establish the relationship amongst various components. 22.3 Concept and Characteristics of Marketing Mix The process of marketing or distribution of goods require particular attention of management of business because production has no relevance unless products are sold. Marketing mix, simply stated, is the process 20:: Business Studies of designing and integrating various elements of marketing in such a way as to ensure the achievement of enterprise objectives. The elements of marketing mix have been classified under four heads - product, price, place and promotion. That is why marketing mix is said to be a combination of 4 P’s. Decisions relating to the product include...
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...Broadly speaking, in order to maximise profits, different firms use distinct tools to perform strategy and decisions, such as SWOT analysis, PESTEL analysis and marketing mix analysis. In terms of the marketing mix, as an important concept in the subject of business studies, it refers to “a balance between the four main elements of marketing [is] needed to carry out the marketing strategy. It consists of the ‘4ps’: product, price, promotion and place” (Marcousé and Surridge et al., 2011:141). Firms can build an effective marketing strategy by using the marketing mix as a tool, and it is possible that business will fail if the marketing mix is not correct. The aim of the essay is to analyse elements of the marketing mix. Initially, it will discuss four elements, which are the product, price, place and promotion respectively. Then, it will evaluate the most vital component in the marketing mix, which is the product. The first component of the marketing mix is the product. “A product is a good or service produced by a business or organization, and made available to the public for consumption” (Ashwin and Merrills et al., 2008). Each product has a different feature, which could be the unique selling points of them. Roams and Cota (2008:152) attempt to define this term is, “A unique selling point (USP) is a short statement that explains why a customer should buy from you instead of your competitorsin". For example, Apple Corporation has a unique and independent operation...
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...Arkajit Medya (1527205) The effect of marketing mix in attracting customers: Case study of Saderat Bank in Kermanshah Province Authors: Bahman Saeidi Pour, Kamran Nazari and Mostafa Emami Vol. 7(34), pp. 3272-3280, 14 September, 2013 DOI: 10.5897/AJBM12.127 ISSN 1993-8233 © 2013 Academic Journals http://www.academicjournals.org/AJBM | African Journal of Business Management | Accepted 24 November, 2012 Introduction & Structure of the paper: Progress and transformation in industries, institutions and companies has to do with their ability to deal with problems, activities, as well as competitors. Each institution should adopt policies with respect to long-term vision, mission, goals, opportunities, arrangements and using internal facilities of an external to develop comprehensive marketing, because in today's global business environment there is increasing complexity, rapid change and unexpected developments. Banks and financial markets have become competitive in recent years with the development of science. The task of marketing manager is to analyze, plan, implement and control the marketing program effectively by studying the market and applying marketing mix variables also which is also called marketing management. Today advertisement is also a part of marketing management. Marketing management also includes marketing mix. What is marketing mix? Marketing mix is a set of controllable elements of marketing strategies and tools of a company and combining...
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...March 2014 Review and Explain the Impact of Promotion Elements on Brand Equity (Case study: Samsung Brand) #1 1 Hamidreza Salmani Mojaveri, #2Amin Allahbakhsh, #3Mostafa Salmani Mojaveri Ph.D. candidate, Department of Management and Economic, Science and Research Branch, Islamic Azad University, Tehran ,Iran mazisalmani@yahoo.com 2 Master of Executive Management, Payam e Noor University, Babol, Iran 3 Department of Industrial Engineering student , Department of Industrial Engineering, Islamic Azad University,Firoozkoh,,Iran Abstract— This study has been examines the relationship between elements of promotion and brand equity in the home, audio and video products (Samsung brand case study). Type of present Research Method is descriptive and correlation based on structural equation modeling. For this purpose a questionnaire with 36 questions has been designed. Results of data analysis with use structural equation modeling is supported the research hypotheses about the direct effects of variables on each other. Results indicate positive effects of the brand equity dimensions on the brand equity and strong impact of promotion dimensions on these dimensions. finally use of brand enrichment activities (such as extensive advertising, employing qualified and efficiently vendors, increase communication with goal customer use of various and appropriate sales promotion and extensively , use of marketing without intermediaries e.g. creating sites) to create brand equity for products...
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...Case Study on IKEA Executive Summary The case study of IKEA has been read, analyzed; and the findings are presented in the report as required. The goal of the report was to analyze the case study of IKEA and then to present the findings as well as performing some tasks that are required in this report. Firstly, some terms that are closely associated with marketing has been described and analyzed. In addition to that, those terms are also discussed in relation with the case study. Brand, Business strategy, retail sector, price sensitive and franchisee are the terms that have been discussed in this report in the first section. In the second section, the required calculation for average number of customers of each sector and average spending of customers has been worked out. A new mission statement for IKEA has also been proposed there along with the justification for the mission statement. In the third section, the importance and nature of SWOT analysis has been discussed and elaborated. It is seen in the case study that IKEA performs a SWOT analysis that supports their process of building strategy. Moreover, the SWOT analysis of IKEA has also been performed and justified. In the fourth section, SMART objectives and some new marketing mix ideas for IKEA has been demonstrated. In the fifth Section, the concept of marketing model and minimizing the threats for IKEA has been included and demonstrated. Ultimately, the report contains what were required...
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...MODULE-5 Marketing Notes 20 MARKETING MIX I n the previous lesson you learnt that marketing identifies consumers’ needs and supplies various goods and services to satisfy those needs most effectively. So the businessman needs to: (a) produce or manufacture the product according to consumers’ need; (b) make available it at a price that the consumers’ find reasonable; (c) supply the product to the consumers at different outlets they can conveniently approach; and (d) inform the consumers about the product and its characteristics through the media they have access to. So the marketing manager concentrates on four major decision areas while planning the marketing activities, namely, (i) products, (ii) price, (iii) place (distribution) and (iv) promotion. These 4 ‘P’s are called as elements of marketing and together they constitute the marketing mix. All these are inter-related because a decision in one area affects decisions in other areas. In this lesson you will learn about the basic aspects relating to these 4‘P’s viz., product, price, place and promotion. OBJECTIVES After studying this lesson, you will be able to : • • • • • • • • explain the concept of marketing mix and its components; explain the meaning of product and its classification; state the various factors affecting pricing decisions; describe different methods of pricing; state the meaning of channels of distribution; identify the various channels of distribution; state the factors affecting choice...
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