...CONTENTS Sl. NO | Topic | Page Number | 1 | Introduction to Amul | 3 | 2 | Customer – Survey | 4 | 3 | Customer – Special case | 5 | 4 | Collaborative, Competition – Wholesaler, Dealer perspectives | 7 | 5 | Collaborative, Competition – Company salesperson perspectives | 8 | 6 | Collaborative – Company’s operations and advertisements | 11 | 7 | Our learnings | 15 | 8 | Online references | 16 | INTRODUCTION About Amul: Amul was formally formed on December 14, 1946. The brand name was derived from the Sanskrit word ‘Amoolya’, which means priceless. But some cite the name as an acronym Anand Milk Union Limited. Amul products have been used in millions of home since then. Today Amul is a symbol of high quality delivered at a reasonable price, of the creation of a vast co-operative network, of a triumph of the white revolution. And it serves as an established model for dairy development. In the early 1940s, the main sources of earning of the farmers of the Kaira district were selling of milk and farming. During that time, there was a high demand of milk in Bombay. It was mainly supplied by Polsen dairy limited which had a monopoly and was privately held. Those traders used to decide on the prices of milk and the farmers had no say in that. But the exploitation became intolerable and the farmers collectively requested Sardar Vallabhai Patel. He told them to establish a co-operative union, as an alternative to supplying milk to private traders. Morarji Desai...
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...Marketing Plan For [pic] Telecommunication RF Design, Optimization, and Microwave Links Table of Contents 1.0 Executive Summary 3 2.0 Situation Analysis 4 2.1 Market Summary 4 2.1.1 Market Demographics 4 2.2.1 Market Needs 5 2.1.3 Market Trends and Market Growth 6 2.2 SWOT Analysis 7 2.2.1 Strengths 7 2.2.2 Weaknesses 9 2.2.3 Opportunities 9 2.2.4 Threats 10 2.3 Competition 11 2.3.1 Identifying Competition 11 2.3.2 Competitive Strategies 12 2.4 Service Offering 14 2.5 Keys To Success and Critical Issues 14 2.7 Location Of NeWave Marketing Areas 16 3.0 Marketing Strategy 17 3.1 Marketing Mission 17 3.2 Marketing Objectives 17 3.3 Financial Objectives 18 3.4 Target Markets 19 3.5 Positioning 20 3.6 Strategies 21 3.7 Marketing Mix 21 3.7.1 Service Marketing 21 3.7.2 Pricing 22 3.7.3 Promotion 23 3.7.4 Place 26 3.8 Marketing Research 27 4.0 Financials 28 4.1 Break-even Analysis 28 4.2 Sales Forecast 29 4.3 Marketing Communication Budget/Expense 30 5.0 Controls 30 5.1 Implementation 30 5.2 Marketing Team 32 5.3 Contingency Planning 33 6.0 Summary 33 1.0 Executive Summary NeWave is a new company with an office in the United States of America and Nigeria, engaged in RF telecommunication network design, optimization, and microwave backhaul design. In addition, the company shall engage in network drive test and data collection. The Chief Executive...
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...Class: MBA 602 Organizational Behavior and Management From: Chitra Arivalagan (770099290) To: Dr. Maria Nathan Writing Assignment-1 Strategic Design at Dynacorp 1. If you were on the Dynacorp task force, what would be your first choice for an alternative design? What would be your second choice?. Answer: If I am on the Dynacorp task force, my first choice for an alternative design would be front /back structure of strategic design. This structure divides the organization into two parts such that the back end products which include engineering, manufacturing and the logistics and the front end is faced by the marketing and sales division. As Dynacorp is spread across the US and as well as the world, this front/back structure will also support the various divisions spread across the globe. Each country where Dynacorp wants to expand itself can have its marketing and sales division and the manufacturing division can be located in a country where the production costs would be as lower as possible. This would be an advantage by lowering the production costs and increasing the profit of Dynacorp. The marketing division, which becomes the back end of the structure, can address the various issues faced by the Dynacorp, with one major issue of handling the change from dealing with the direct customers to the consulting firms with special practices in ITC. This can be coordinated with the engineering and the production divisions, which in turn spread across the globe...
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...Management, Marketing, and Related Support Services, Social Sciences, Psychology, Communication, Journalism, and Related Programs, and Liberal Arts and Sciences, General Studies and Humanities Humboldt State University Natural Resources and Conservation, Visual and Performing Arts, Social Sciences, Biological and Biomedical Sciences, and Liberal Arts and Sciences, General Studies and Humanities Los Angeles Film School Film Colorado Mesa University Business/Commerce, Registered Nursing/Registered Nurse, Kinesiology and Exercise Science, Psychology, and Biology/Biological Sciences Rocky Mountain College of Art & Design Art & Design University of Northern Colorado Health Professions and Related Clinical Sciences, Multi-/Interdisciplinary Studies, Business, Management, Marketing, and Related Support Services, Social Sciences, and Communication and Media Studies Western State Colorado University Business, Management, Marketing, and Related Support Services, Parks, Recreation, Leisure, and Fitness Studies, Social Sciences, Psychology, and Visual and Performing Arts Colorado State University Business, Management, Marketing, and Related Support Services, Family and Consumer Sciences/Human Sciences, Biological and Biomedical Sciences, Communication, Journalism, and Related Programs, and Social Sciences Quinnipiac University Health Professions and Related Programs, Business, Management, Marketing, and Related Support Services, Communication, Journalism, and Related Programs, Psychology...
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...| Business, Management, Marketing, and Related Support Services, Social Sciences, Psychology, Communication, Journalism, and Related Programs, and Liberal Arts and Sciences, General Studies and Humanities | Humboldt State University | Natural Resources and Conservation, Visual and Performing Arts, Social Sciences, Biological and Biomedical Sciences, and Liberal Arts and Sciences, General Studies and Humanities | Los Angeles Film School | Film | Colorado Mesa University | Business/Commerce, Registered Nursing/Registered Nurse, Kinesiology and Exercise Science, Psychology, and Biology/Biological Sciences | Rocky Mountain College of Art & Design | Art & Design | University of Northern Colorado | Health Professions and Related Clinical Sciences, Multi-/Interdisciplinary Studies, Business, Management, Marketing, and Related Support Services, Social Sciences, and Communication and Media Studies | Western State Colorado University | Business, Management, Marketing, and Related Support Services, Parks, Recreation, Leisure, and Fitness Studies, Social Sciences, Psychology, and Visual and Performing Arts | Colorado State University | Business, Management, Marketing, and Related Support Services, Family and Consumer Sciences/Human Sciences, Biological and Biomedical Sciences, Communication, Journalism, and Related Programs, and Social Sciences | Quinnipiac University | Health Professions and Related Programs, Business, Management, Marketing, and Related Support Services...
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...Revised 2/11/10 Page 1 of 18 FRÉDÉRIC F. BRUNEL Boston University School of Management Department of Marketing 595 Commonwealth Avenue Boston, MA 02215 : (617) 353-4609 Fax: (617) 353-4098 e-mail: brunel@bu.edu Education 1998 Ph.D. in Marketing, University of Washington 1992 M.B.A., Illinois State University (graduated top of class) 1989 B.S. in Business Administration, Ecole Supérieure des Sciences Commerciales d'Angers (ESSCA) Angers, France (graduated in top 5%). Dissertation Brunel, Frédéric F. (1998) “The Psychology of Product Aesthetics: Antecedents and Individual Differences in Product Evaluations”, Chair: Richard Yalch. Academic Positions Boston University, School of Management Associate Professor of Marketing & Dean’s Research Fellow, since September 2007 Assistant Professor of Marketing, March 1998- August 2007 Marketing Instructor, September 1997 to March 1998 Delft University of Technology, The Netherlands, Department of Product Innovation and Management Visiting Scholar, 2005 (November-December) University of Washington, School of Business Instructor, 1994-1997 Teaching Assistant, 1992-1994 Publications 1. Brunel, F., Utter, D. (2009). Phillips Foods, Inc.: Introducing King Crab to the Trade (pp. 20 pages). London, Ontario: Ivey Publishing, # 909A04. 2. Brunel, F., Utter, D. (2009). Teaching Note. Phillips Foods, Inc.: Introducing King Crab to the Trade (pp. 18 pages). London, Ontario: Ivey Publishing, # 809A04. 3. Susan Fournier, and Frédéric F....
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...RIM Q3 Marketing Update 29th September 2010 Richard Jones & Melvin Tan Structure • Review of 5 Marketing Strategic Components & our approach • Q2 SEA launch review & learnings • Proposed Q3 plans • Summary Brightstar Confidential & Proprietary 2 Marketing Strategy Definitions: what we will influence Marketing Strategy Themes Customer Experience & POSM Trade Marketing & Training Definitions All material points of physical contact with endusers Activities that ensure our Vendor partners are connected with the our customers & end-users; TTL execution that drives sell-through All communications (print & on-line) with customers & end-users Mechanics to encourage end-user loyalty, increase spend & to drive sell-through Activities to provide technical and after-sales support to end-users. Includes delivery of CRM opportunities Online, PR & Digital Marketing Consumer Incentive Programmes Customer Care Marketing Strategy Components: what we deliver These Operational & Tactical mechanics are co-developed by Regional & Local Marketing teams. They are then implemented by Local teams, with Regional review Customer Experience & POSM Fixtures In-store Literature Store-in-a-store Dummy units Live units Live SIMs Design, manufacture & Design & production of ininstallation of fixtures store literature: consumer or (or a combo of the retail staff focused above) Design & delivery of store-in-store environments Sourcing dummy handsets for retail Sourcing SIM cards Sourcing live for live...
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... appliances, and home accessories. IKEA’s home furnishings are of good design and functionality offered at a price low enough to be affordable to most people (IKEA, 2014). Pottery Barn is a specialty upscale American-based home furnishing store that was acquired by Williams-Sonoma in 1986. Pottery Barn was built on the idea that home design should be exceptional in comfort, quality, style, and value (Pottery Barn, 2014). IKEA’s promotional strategy includes a mix of television advertising, sponsorship, newspaper and magazine advertising. The concept of “democratic design” is portrayed in all of these methods, especially in the iconic IKEA catalog. This design features three elements: form, functionality, and low price (IKEA, 2014). With respect to low price, IKEA customers play an important role by driving to the store, selecting the flat-packed product from warehouse, transporting the product home, and finishing by assembling the product themselves. Having the customer complete this labor is all what helps contribute to the low pricing commitment. IKEA has targeted young married couples and first time home owners by marketing a contemporary lifestyle of enthusiasm (Douglas & Craig, 2011). The image branding has become a household signal of arrival, that the new owners have good taste and recognize value (Capell, Sains, Lindblad, Palmer, Bush, Roberts, & Hall, 2005). In addition to marketing...
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...furniture, appliances, and home accessories. IKEA’s home furnishings are of good design and functionality offered at a price low enough to be affordable to most people (IKEA, 2014). Pottery Barn is a specialty upscale American-based home furnishing store that was acquired by Williams-Sonoma in 1986. Pottery Barn was built on the idea that home design should be exceptional in comfort, quality, style, and value (Pottery Barn, 2014). IKEA’s promotional strategy includes a mix of television advertising, sponsorship, newspaper and magazine advertising. The concept of “democratic design” is portrayed in all of these methods, especially in the iconic IKEA catalog. This design features three elements: form, functionality, and low price (IKEA, 2014). With respect to low price, IKEA customers play an important role by driving to the store, selecting the flat-packed product from warehouse, transporting the product home, and finishing by assembling the product themselves. Having the customer complete this labor is all what helps contribute to the low pricing commitment. IKEA has targeted young married couples and first time home owners by marketing a contemporary lifestyle of enthusiasm (Douglas & Craig, 2011). The image branding has become a household signal of arrival, that the new owners have good taste and recognize value (Capell, Sains, Lindblad, Palmer, Bush, Roberts, & Hall, 2005). In addition to marketing an affordable contemporary...
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...Europe had an all-too-familiar problem: the marketing department understood the brand and knew that a great brand was key to business success – but did the rest of the company? Ford had been through a tough couple of years, with negative press and tough times financially. A turnaround had been achieved – Ford recently reported record third-quarter results – and the brand strategy sought to re-instill pride in the brand. Through ‘‘Feel the Difference’’, the company sought to make certain that the brand is loved and desired across Europe. Apple’s iPod took the world by storm despite the fact that Sony, the manufacturer of the Walkman, was better placed in this market. Apple achieved this success through technological innovation, striking design and engaging communication campaigns. Ford’s brand strategy sought to achieve similar results. The manufacturer believed it already had a world-class reputation for its engineering and driving dynamics. To build on this, Martin Smith, executive director of design, began to use the latest European concept cars to introduce the world to Ford’s new design language: Ford ‘‘kinetic design’’. Some of these design elements can already been seen in Ford’s newly released passenger vehicles, including the Mondeo and S-Max. They include a redesigned front, with trapezoidal grilles (or ‘‘mouths’’), a high bonnet and prominent headlights. Now the company believes that a wide range of marketing initiatives, such as sponsorship of Champions’...
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...development of a Frequent Shopper Program to enable enhanced information management by tracking customer-purchasing practices. The information collected regarding customer purchase behaviors through the Frequent Shopper Program will improve the quality of Kudler Fine Foods’ product lines and reduce the quantities of perishables discarded. To increase revenue and customer loyalty, and as an alternative to providing discounts, Kudler Fine Foods has partnered with a loyalty points program to offer incentives for customer loyalty in the form of high-end rewards for shopping at Kudler Fine Foods. Customers will earn points with every purchase, redeemable for high-value gift items such as first-class airline upgrades, and other specialty items (Apollo Group, Inc., 2007). Facilitating this effort will require systems planning and selection as well as current and proposed systems analysis and design, in conjunction with systems implementation and integration, training, operations, and maintenance. Kudler Fine Foods Service Request SR-kf-013 Initiatives Outline Kathy Kudler, the founder of Kudler Fine Foods, opened her first gourmet food shop in 2003. Since that time, two additional stores have opened, and other locations in Carlsbad and San Francisco are under consideration. In the interest of expanding the customer base and increasing consumer loyalty, Kudler Fine Foods’ marketing and sales department has developed a strategic sales and marketing plan for the fiscal year. The...
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...development of a Frequent Shopper Program to enable enhanced information management by tracking customer-purchasing practices. The information collected regarding customer purchase behaviors through the Frequent Shopper Program will improve the quality of Kudler Fine Foods’ product lines and reduce the quantities of perishables discarded. To increase revenue and customer loyalty, and as an alternative to providing discounts, Kudler Fine Foods has partnered with a loyalty points program to offer incentives for customer loyalty in the form of high-end rewards for shopping at Kudler Fine Foods. Customers will earn points with every purchase, redeemable for high-value gift items such as first-class airline upgrades, and other specialty items (Apollo Group, Inc., 2007). Facilitating this effort will require systems planning and selection as well as current and proposed systems analysis and design, in conjunction with systems implementation and integration, training, operations, and maintenance. Kudler Fine Foods Service Request SR-kf-013 Initiatives Outline Kathy Kudler, the founder of Kudler Fine Foods, opened her first gourmet food shop in 2003. Since that time, two additional stores have opened, and other locations in Carlsbad and San Francisco are under consideration. In the interest of expanding the customer base and increasing consumer loyalty, Kudler Fine Foods’ marketing and sales department has developed a strategic sales and marketing plan for the fiscal year. The...
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...ahead of the game by Marketing ON 20 February 2013 As the digital economy comes of age and the marketing disciplines struggle to adapt, we ask four senior practitioners about their professional evolution, how they stay up to date with the changes in their respective professions and what they look for in potential hires. David Redhill Partner and chief marketing officer Deloitte When you started your marketing career what was the digital component of your discipline and role like? I started my marketing career in a computer company, ICL, in 1981 – before desktop computers or even word processors were available to a junior PR and marketing officer. So that meant, ironically, that I was publicising and marketing a digital product in an analogue way. I would type up my press releases on an old IBM golf ball typewriter and hand draw my presentations on marketing strategy on plastic slides for overhead projection – so my marketing career really started in the pre-digital age. Dang, am I really that old?! What comprised your original education? I obtained a Bachelor of Arts in communications at the NSW Institute (now University) of Technology. It gave me a superb grounding in all aspects of media and communication – production, script writing, print, radio and television journalism, mass communication theory, and psychology, music and mass culture, professional writing, radio drama, etc etc. To this day I use just about all of those skills in my marketing career. The funny...
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...Case Study: The Dannon Company Student’s Name Institution Affiliation Case Study: The Cannon Company Introduction Dannon Company was among the US subsidiary of Danone, which was one of the largest health-focused companies in the whole world. Its global business centered on fresh dairy such as active yoghurt, medical nutrition, baby nutrition and the bottled water. In 2008, Dannon did manufactured and also marketed the fresh dairy products in US and they became number 2 player in domestic yoghurt market. Dannon’s marketing efforts did focused on the growing US yoghurt consumption and expanding the category, and this was while growing the brands. Dannon has been maintaining some strong commitment to CSR, which was integrated into the overall mission of the company. They have internalized its CSR commitments and programs (Marquis, Et al, 2010). Danone took some holistic approach to social responsibility and this was indicated by the mission statement. The social values were embedded deeply in the company’s culture and also the business. Antoine Roboud, who was the CEO, communicated the vision of Danone double commitment to the economic performance and social responsibility in 1972. According to the senior leadership, the social responsibility was the basis to the purpose of Danone as the economic performance. This was the double project and it stipulated some equal respect for the social influence and the financial results of the business decisions...
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...Certificate Degrees Online Drexel University Online provides over 45 accredited online certificate programs in a variety of concentrations. Choose from Business Certificates, Nursing Certificates, Education Certificates and more. Regardless of where you are in your education, we have fully accredited, online certificates that can help you advance in your career. Whether you are looking for post-bachelor's certificates, post-master's certificates or trying to gain more knowledge in your area of expertise or employment, Drexel has the right certificate for you. * Business * Graduate Certificate in Construction Management * Graduate Certificate in Creativity and Innovation * Graduate Certificate in Engineering Management * Graduate Certificate in Gaming and Casino Operations * Graduate Certificate in Homeland Security Management * Graduate Certificate in Real Estate * Graduate Certificate in Sustainable Green Construction * Certificate in Creativity and Innovation * Certificate in Fundamentals of Property Management * Certificate in Retail Leadership * Clinical Research * Certificate of Study in Clinical Research * Quantitative Principles for Clinical Research Certificate * Education * Certificate in Mathematics Learning and Teaching * Graduate Certificate Applied Behavior Analysis * Graduate Certificate in Adult Education (SoTAPS UG) * Graduate Certificate in Advanced Teaching and Curriculum * Graduate...
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