...BUSINESS SCIENCES AND MANAGEMENT Platinum Insurance Company’s Marketing Program For Launching a new insurance product “Insure Your Hero” Design a marketing programme for launching a new product of your choice in a mature industry Page | 1 TABLE OF CONTENTS EXECUTIVE SUMMARY .................................................................................................................................. 3 OBJECTIVES OF THIS MARKETING PROGRAM ...................................................................................... 3 PROJECT TEAM ................................................................................................................................................ 4 INTRODUCTION ............................................................................................................................................... 5 SITUATIONAL ANALYSIS .............................................................................................................................. 6 INDUSTRY COMPETITIVE ANALYSIS ........................................................................................................ 7 PORTER’S FIVE FORCES MODEL ................................................................................................................ 8 PORTER’S COMPETITIVE STRATEGIES ................................................................................................. 10 TARGET MARKET.................................................................
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...launch ``mix'' in growth and mature product markets University of Strathclyde, Glasgow, UK, and University of East Anglia, Norwich, UK Keywords Marketing, Benchmarking, Product launch Abstract This research examines whether the marketing mix decisions for new product launch change over the product-market life cycle. Results raise questions about existing benchmark beliefs based on normative text-book theories. In view of new insights we suggest a number of directions for the theoretical and empirical development of the new product launch field in the marketing management discipline. New product launch ``mix'' Susan Hart 389 Nikolaos Tzokas 1. Introduction The recent flurry of attention in the new product development literature given to the actual launching of new products (Chryssochoidis and Wong, 1998; de Bennedetto, 1998; Hultink et al., 1997) has filled several important gaps in our understanding of how to launch winning new products. While these contributions have been conceived to provide a ``broad brush'' approach to describing numerous decision variables during the new product launch cycle, the research described in this paper is designed to examine an area of marketing theory in NPD for which there has been surprisingly little empirical evidence: the extent to which the marketing mix decisions for new product launch change in view of the product-market life cycle. The need to vary marketing mix decisions over the product-market life cycle has been a critical...
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...Top Ten Misconceptions That Sabotage Marketing to Mature Audiences: #9 Designing your website with older audiences in mind will “wreck it.” March 2010 INTRODUCTION Common sense tells us that the more often people engage in an activity, the more skilled and experienced they become—and navigating the Internet is no different. The more comfortable people become with maneuvering websites by using the links, the greater the chance that they’ll find the information for which they’re looking. While this applies to any age group that surfs the Internet, the difference is that teenagers and young adults have grown up using the Internet— whereas people age 55 and over may not be as adept at this ever-evolving technology. Today, more and more older adults are going online: 45% of people aged 70-75, and 27% of people age 76 and over, according to a recent report.1 While these Baby Boomers and mature adults are eager to tap into the almost infinite resources that are available online, they are not as intuitive when maneuvering around sites that are often crowded with information, links, and uninviting designs. In addition, they often have physiological conditions that limit their ability to read, follow, and navigate websites. To enhance the online experience for their older adult audience (and increase the chances of gaining their business), companies must make their websites as usable and accessible as possible. While this would seem obvious, it’s widely believed that changing design...
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...in the market, the Company used more than million dollars in the R& D, marketing and production, in order to design a new product to gain a higher margin. This report is mainly focusing on how Coca-Cola Company Limited uses strategies in order to competitive in the mature market. Firstly, the issues of the Company will be identified, and then SWOT analysis of the company will be conducted. After that, evaluation of alternative strategies will be stated and finally recommendations and implementation will be given. Background Coca-Cola Company Limited is the world largest offerer of non-alcoholic beverages and the most valuable firm in the world. They owned over 300 brands in over 200 countries and serving carbonated soft drink and non-carbonated beverages such as fruit juice, fruit drink, sports drinks, coffees and bottled water. Coca-Cola Co. is operating in their existing brands, and also develops new global and local brands and acquisition of the global or local brands. In 2002, the company has launched new brand product including Diet Lemon Coke, Vanilla Coke and large varieties of fruit taste Fanta including lime, grape, strawberry and passion fruit in Australia. The company has also acquired many new international water brands such as Danone Waters, Sparklettes, Alhambra and Evian brands in US. They also continued collaboration with the Walt Disney Company to market children's soft drinks. Coca-Cola Company Limited has invested a huge amount in marketing campaign...
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...Gillett throughout its history. Has Gillett been a victim of its own success? Has product innovation in the wet-shaving market come to an end? In 1901 King C. Gillett invents the safety razor complete with disposable blades, the start of a business dynasty. From 1901 to 1938, Gillett receives its patent and introduces a blue and thin blade. From 1946 to 1969 Gillett offers the first blade dispenser, develops the first adjustable razor with three settings, adds a super blue blade w/silicone coating, introduces a coated stainless steel blade, and adds a platinum chromium coating. During the 1970’s Gillett produces the Trac 2, Good News, and Altra razors thus continuing the innovation and their market share moving forward. During the 1980’s Gillett continues its leading edge technology by producing the first razor and disposable razor with a lubricating strip and a razor with spring mounted twin blades. The 90’s stalled somewhat but the introduction of the Mach 3 was a huge product announcement. From 2000 – 2009 Gillett enhanced the features of the Mach 3 and entered the post shaving product market. In 2010 Gillett introduced the Fusion Proglide which completes the razor advancement and innovation at Gillett. On the acquisition side Gillett went on a product development campaign which included selecting a number of key products associated with different market arena’s that ultimately drove Gillett’s overall profit margins to level of exposure. This exposure caused Gillett to remove...
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...Marketing Management Final Exam Brandon Blake Saint Leo University Abstract In this paper, we will discuss the four competitive dynamics in marketing. We will explain the four levels and the part that they play in various scenarios. We will also discuss price elasticity. We will discuss how it can affect the choices a company makes. We will also make suggestions on how the company can improve its sales by using the 4Ps. Finally we will look at two separate alternatives for a company and determine if is better to create a line extension or remain using the original product to save on costs. Question 1 A market leader in pharmaceuticals A market leader in pharmaceuticals should emphasize a customer-oriented strategy. According to Kotler & Keller (2012), “A market leader has the largest market share and usually leads in price changes, new product introductions , distribution coverage and promotional intensity” (p. 299). With that said, market leaders must be vigilante in order to stay on top. Though a market leader, such as Advil, possesses a majority of the market, Tylenol could discover innovative technology that could knock Advil out of first place. A few strategies a market leader could adopt include, expanding total market demand, and protecting market share. When total market demand expands, market leaders tend to gain the most in sales. For example, if Advil found a way to encourage increased use of their product, then because they are already the market leader...
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...Marketing Research and Segmentation Marketing for Health Care HCS/539 March 9, 2013 Marketing Research and Segmentation Marketing research is vital to the success of a health care organization. Researching patient demographics can prevent marketing errors that could close the doors of even the best hospital. Performing a lifestyle profile to be used as a demographic profile assists in segmenting the market, and provides insight into how community members will perceive the facility. Banner Boswell Medical Center (BBWMC) is located in Sun City, Arizona in Maricopa County. Patient demographics are distinctive and unique in Maricopa County, making comparative studies near impossible. BBWMC’s distinctive patient demographics make this health care organization the ideal subject for illustrating the important of marketing research and segmentation. Sun City population is 24, 132. The median age is 76.2, and the median income is $34,600 annually. Lifestyle Profile for BBWMC Psychography is an examination of how people live; their activities, interests, and opinions. Nielson’s: My Best Segments provided the most common segments for this zip code: * 49 American Classics – downscale mature without kids. The American Classics are typically retired home owners, live a comfortable lifestyle, and have deep ties to their neighborhood. Lifestyle and media traits include: ordering from Reader’s Digest, watching the Dr. Phil Show, and own Chevrolet Monte Carlo’s. * 46 Old...
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...INTRODUCTION: TENDO COCONUT WATER First deliverable IIFT Delhi Ashwani Pasricha, Sanjeev Kumar, Mudrika Chandnani Agenda I. II. III. IV. V. VI. VII. VIII. IX. The Product The variants Characteristics Marketing potential Market survey Target customers Positioning Recommendations Final word The Product Coconut water – a world of opportunity Coconut water is technically a fruit juice, extracted from unripe (green) coconuts. It is a popular refreshing beverage widely consumed in tropical countries, commonly sold fresh by street vendors still in its green shell, and drunk through a straw. For centuries, people living in coconut producing countries have been quenching their thirst by drinking fresh coconut water. It has been considered so healthy that various qualities were ascribed to it. In Hindu religious culture, coconuts are the best of all fruits and coconut water can cure all the illnesses of the world. The coconut is a holy fruit and those going to temples have to offer it as a gift. There is nothing like fresh tender coconut water off the tree, consumed immediately, it has an unbelievable taste and flavor and few drinks can compare on grounds of health. Around 10 billion coconuts per annum are consumed as tender coconut water in coconut producing countries. The fresher the better. Age can vary to taste but 7.5 months is probably ideal. Moreover, the drink comes in its own natural aseptic packaging. Amongst the reckoned names in the industry, product is hygienically...
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... * Regarded by retailers as leader in Mexican food category * Undisputed market share leader for 30 years * Decline in full line of Mexican Food offerings with growth rate of 4.5% lower due to decline in share for Mexican sauces * High levels of unaided brand awareness Problem/Opportunity * Implement a growth strategy that will result in a X% sales increase for the brand * Regain market share in Mexican Sauces (steal share from Pace) Analysis * Strengths * Very large market share- suggests that they can use this to their advantage as many customers already know their products and are willing to buy one * Very diversified product line * Large distro chain: they already have a large distribution chain which believes in their products so they will likely be open to a new marketing campaign that will increase business * Weaknesses * Mature brand in a slow growing market-> means they need to either introduce a new product in this mature market or find new uses for their current products and promote them to get new clientele to grow at the mature stage * Opportunities * Launch successful marketing campaigns and new products * Threats * Private label * It is considered a premium product in Mexican meal kit section as majority of the products are priced higher than the competitors * Currently the market share for Old El Paso has been going down in 2 categories (Mexican salsa and...
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...the evolution of new industries, the product life cycle, is used to organize the evidence it is shown that the product life cycle captures the way many industries evolve through their formative eras, but regular patterns occur when industries are mature that are not predicted by the product life cycle. Regularities in entry, exit, firm survival and firm structure are also developed for industries whose evolution departs significantly from the product life cycle. Definition of 'Industry Lifecycle' A concept relating to the different stages an industry will go through, from the first product entry to its eventual decline. There are typically five stages in the industry lifecycle. They are defined as: i. Early Stages Phase - alternative product design and positioning, establishing the range and boundaries of the industry itself. Ii.Inovation Phase - Product innovation declines, process innovation begins and a "dominant design" will arrive. iii. Cost or Shakeout Phase - Companies settle on the "dominant design"; economies of scale are achieved, forcing smaller players to be acquired or exit altogether. Barriers to entry become very high, as large-scale consolidation occurs. iv. Maturity - Growth is no longer the main focus, market share and cash flow become the primary goals of the companies left in the space. v. Decline - Revenues declining; the industry as a whole may be supplanted by a new one. Industry Life Cycle Analysis A form of fundamental analysis involving...
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...B2B Marketing Clariant Corporation Marketing Case study Analysis Professor Robert Cronin Valeriya Dyachenko 20.03.2015 Problem: The purpose of this case study analysis in to find the alternative solutions and the most suitable recommendation for Swiss – based Chemecal producer Clariant International Limited. – CAN NOT WRITE THE PURPOSE OF THIS STUDY! Several problems that impacted sales grows objectives of chemical industry in general and underlying earnings of growth that indicated to be poor. Clariant Ltd is facing problems related to mature market conditions such as high market competitiveness, excessive supply of demanded chemical materials, and variability of alternative products at a low price. The main concern of the company is how Clarient Ltd can fully develop its potential for meeting its sales and profits grows objectives. Company structural organization needs to be changed and improved in order to maximize its productivity and raise the profits of the company. Incentive program has been established, however the company structure as it is requires certain alterations to the incentive program for the sales team. Several competitors have established themselves at the market though positioning and marketing. Therefore Clarient is at the edge to decide whether the positioning will improve its competitiveness at the market. Clarient is working with a key account that is aimed to simplify purchasing operations willing to consolidate the procurement...
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...characterized as an oversaturated market with limited innovation. The wet shaving market is believed to have peaked by many analysts. These analysts look to the introduction of “new” technology like the 5+1 blade. This razor and other similar razors are accused of being a more expensive razor with no added benefits from the triple or quadruple razors previously released. Gillette, an industry leader has one direct competitor, the Schick Company. Gillette is estimated to have an approximate global market share of 71%, while Schick Company holds 17%. In the past, Gillette has demonstrated the ability to combat competitive threats with innovative technology for the disposable razor, but still rely heavily on the cash cow products as new entrants are welcomed in to the market. With the constraints of limited innovation Gillette has invested largely in to their marketing strategy, in efforts to expand their market share and ultimately maximize their profits. While Gillette’s bread and butter products are in considered to be in a mature market and considered to have an enviable position in that market as an organization, market expansion is necessary. It is important for Gillette to focus their marketing plan and strategy to either capture the market share belonging to Schick or tap in to markets through the influence of western culture. SWOT ANALYSIS Strengths | Weaknesses | * Long standing History | * Loss of market share due to the distraction by unrelated...
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...time, the young Chinese cosmetic market has become quite saturated with numerous firms. In order for Yue Sai to position its brand effectively, it has to draw upon unique strengths that others do not have. Madam Yue-Sai created Yue Sai with the aim “to create, produce and sell the very best beauty and skincare products that we can offer to Asian women and to the world…” The company started under her belief that the Chinese women had different standards for beauty and required specifically tailored cosmetic products. If Yue Sai under Cotyhad continued to build its brand under this positioning instead of focusing on distribution, the brand would be a far more prominent player in the current Chinese market due to first mover advantage. Yue Sai is currently competing in target markets and product properties that it simply cannot succeed in. Consumers that are aware of Yue Sai’s original positioning brand image are most likely in their 30-50s. Luxury cosmetic firms do not traditionally target this consumer segment. If Yue Sai repositions its brand from “cosmetics for confident, modern Chinese women” to “delicate luxury cosmetics for modern mature Chinese women”, the brand would be able to instill a distinct image in the targeted consumer’s mind relative to competition. It is the ideal positioning for a brand named after Madam Yue-Sai, who now perfectly fits the new segment. It will be able to grab a dominant share of a relatively unexplored target market. On the other hand, sub-brands...
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...Marketing Essays - Red Bull Table of Contents Introduction Red Bull has created a strong brand image, using colourful icon with two bulls in opposition and a memorable tag line; ‘Red Bull gives you wings’. Through creative marketing and sponsorship it has linked itself with extreme sports, innovative music and art, all aimed squarely at the youth market (Dahlen, Lange and Smith, 2010). This brief examines brand development, which strategies have helped it to success and where the brand goes from here as it faces the prospect of losing its cuttingedge image while continuing largely with only one product. Red Bull is a European success story. The product was launched in 1987 in Austria. It faced opposition from the Food and Drink Administration (FDA), who refused to clear it for distribution but despite this it became an underground success through clubbers and snowboarders. This anti-establishment stance found synergy with consumers, even after it was cleared for sale. It quickly spread into neighbouring countries and into the US market (Franzen and Moriarty, 2009). Dahlen, Lange and Smith (2010) note that by 2004, it had gained 40% share of its market sector and 70% in Europe. However, the brand still faced problems; it was banned in Denmark and France following unsubstantiated rumours that people had died from drinking the product in Sweden and Ireland (Mail Online, 2001). The European market was stagnating, and it faced distribution problems from companies...
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... What marketing-penetration strategies should Blair-Jones Company deploy to increase sales within their current market areas for architectural paints and coatings? Situation Assessment: The United States (U.S.) paint industry is mature industry and currently a sixteen (16) billion dollar market. The entire U.S. paint industry is classified into three primary segments. The first U.S. market segment is special-purpose coating which accounts for twenty-two (22) percent of industry sales. These sales are produced for special applications where surfaces are exposed to environmental or other corrosion elements. Relative examples include manufacturing facilities, bridges, road construction and many other industrial settings. The second U.S. paint market segment is original equipment manufacturing OEM coatings. These coatings are applied to durable goods to meet certain specifications of the manufacture. The original manufacture applies the paint coatings to the durable goods during production. OEM sales account for thirty-five (35) percent of the U.S. paint industry. Relative examples include industrial machinery, transportation equipment, appliances, furniture, construction products and vehicles. The final U.S. paint industry market segment is architectural coatings, which is the primary focus of this marketing case. Architectural coatings otherwise known as “shelf goods” make of the largest portion of market share at forty-three (43) percent. This market segment...
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