...Budgeting Integrated Marketing Communications Evaluation………………………………………………46 Criteria for Success-Measurement Methods Marketing Recommendations Conclusion……………………………………………..48 1 INTRODUCTION Mojo Media MoJo Media is a full service advertising agency dedicated to providing companies with creative, executable, and effective ideas. We specialize in helping brands take their company to a whole new level. By working personally with each client, we are able to develop creative solutions to transform the brand. We would like to thank Naked Juice for inviting our advertising agency to design an advertising campaign. We are confident that our advertising ideas will put some mojo into the way consumers see your juice products. 2 INTRODUCTION Executive Summary Naked Juice presents an affordable and unique way for consumers to maintain healthy eating habits in an on-the-go environment. The brand has relied on its healthy share of the market along the West Coast since its inception in 1983 and has recently become the sales leader. However, Naked Juice does not enjoy the same market share nationally. As Naked Juice looks to maintain its position as a sales leader, MoJo Media has designed a comprehensive plan to raise awareness among markets in the Northeast, Midwest, and Mid-Atlantic regions of the country. Our campaign...
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...of the potential countries that will accept the product and increase the product share at least 50% also to better understand the marketing mix that will best fit with the foreign country and meet the customer needs. For this purpose we have conducted SWOT analysis of the company to see the company’s strengths, weaknesses, opportunities, and threats. Then we have explained the purposes, benefits, and objectives of our product. Then we have made a marketing mix strategy for our product. We have divided market into different segments. And we have decided to place the product in all the markets in Singapore especially in canteens of colleges and universities. B. Situation Analysis I. Market Summary i. Company Profile Liwayway Holdings Company Limited, doing business as Oishi, is a snack company based in the Philippines. As of 2013 it is headed by Carlos Chan. Russell Flannery of Forbes wrote that "Oishi’s spelling looks a lot like the Japanese word for delicious, oishii." Oishi, started in 1946 as Liwayway, was originally a family-owned corn starch repacking business.The name "Liwayway" was chosen because it reflected the optimism of the Philippines after World War II. By...
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...States food and nonalcoholic beverage industry consists of companies that process or manufacture packaged foods and beverages for human consumption. The food companies’ produce goods such as dairy products, baked goods, microwaveable/instant dinners, condiments, and snack foods. They sell their finished goods to food retailers, which in turn sell the products to consumers. The beverage companies manufacture carbonated soft drinks, bottled water, juices and juice drinks, sport drinks, and ready-to-drink teas. The beverage industry in general is grouped into bottling companies and franchise companies (or brand owners). Bottlers are generally responsible for manufacturing, selling, and distributing products under brand names licensed from brand owners in an exclusive territory. However, bottling systems are not necessarily exclusive. Brand owners, such as PepsiCo, are mainly in the business of making soft-drink concentrates; flavored syrups that are mixed with carbonated water to produce various beverages. In addition, they support their brands by developing national marketing programs and providing local marketing support to their bottlers. According to Beverage Marketing Group, an industry marketing...
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...Table of Contents 1.0 Company profile 2 1.1 PepsiCo Mission: 2 1.2 PepsiCo Vision: 3 2.0 Product Group 3 3.0 Foreign market expansion 4 3.1 Our performance in 2013 was strong: 4 3.2 Frito-Lay North America 5 3.3 Quaker Foods North America 5 3.4 Latin America Foods 6 3.5 PepsiCo Americas Beverages 6 3.6 Europe 6 3.7 Asia, Middle East and Africa 7 4.0 ORGANIZATIONAL STRUCTURE 7 4.1 STRATEGIES 7 4.2 Supply Chain of PepsiCo. And Supply Chain Strategy 8 4.3 Supply Chain Planning 8 4.4 Supply Chain Operation 8 4.5 Process Views of a Supply Chain 8 4.6 Competitive Advantage to PepsiCo. 9 4.7 Distribution Channels 9 4.8 Customers 10 4.9 Competition 11 5.0 Financial Performance 11 5.1 2013 13 5.2 2012 14 6.0 Corporate Governance 16 7.0 Conclusion 16 1.0 Company profile Pepsi co. Inc. was established through the merger of Pepsi cola. Pepsi cola was created in the late 1890s by Caleb brad ham, a New Bern, N.C. pharmacist. Frito-Lay, Inc. was formed by the 1961 merger of the Frito Company, founded by Elmer doling in 1932, and the H.W. lay company, founded by Herman W. lay, also in 1932. Herman lay, former chairman and CEO of Frito-Lay, was chairman of the boards of directors of the new company; Donald M. Kendall, former president and CEO of Pepsi cola, was president and chief executive officer. PepsiCo, Inc. was in corporate in Delaware in 1919 and was reincorporated in North Carolina in 1986. When used in this report, the terms “we...
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...MARKETING ASSIGNMENT REPORT WRITING ON LUSH COSMETICS EXECUTIVE SUMMARY: This report is on LUSH cosmetics – a sustainable brand in cosmetic industry. This report will describe about marketing history, company ethics and current market position of LUSH. This report also deals how LUSH is making their products with sustainability and what marketing strategy they are following. We will discuss about marketing mix of LUSH, How they are doing ethical business and their position in competitive market. We will also do SWOT analysis and LUSH position mapping with other brands. This report also concentrates how LUSH can improve its marketing strategy. Keywords: Organic, Cosmetic, Sustainability, Product Portfolio, Marketing mix, Customer, Social Media, Competitive. TABLE OF CONTENTS 1. INTRODUCTION: ..…………………………………………………………………………...5 1.1 MARKETING BACKGROUND OF LUSH: ………………………………………………...6 1.2 COMPANY PROFILE: ……………………………………….……………………………...7 2 LUSH AND SUSTAINABILITY:……………………….……………………………………8 2.1 LUSH AND GREEN SUPPLY CHAIN: ……………………………………………………8 2.2 LUSH AND SOCIAL INFLUENCE: ……………………………………………………….9 3 LUSH PRODUCT ANALYSIS: ……………………………………………………………..10 3.1 LUSH PRODUCTS: ……………………………………………………………………….10 3.2 PRODUCT PORTFOLIO: ………………………………………………………………….11 3.3 LUSH SERVICES: ……………………………………………………………………….…11 3.4 LUSH AND THEIR SUPPLIER: ………………………………………………………..…11 3.5 LUSH AND THEIR CUSTOMERS: …………………………………………….…………12 4 MARKETING STRATEGY OF LUSH: …………………………………………………...
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...Breaking Down the Chain: A Guide to the soft drink industry aCknowleDgments this report was developed to provide a detailed understanding of how the soft drink industry works, outlining the steps involved in producing, distributing, and marketing soft drinks and exploring how the industry has responded to recent efforts to impose taxes on sugar-sweetened beverages in particular. the report was prepared by sierra services, inc., in collaboration with the supply Chain Management Center (sCMC) at rutgers university – newark and new Brunswick. the authors wish to thank kristen Condrat for her outstanding support in all phases of preparing this report, including literature review and identifying source documents, writing, data analysis, editing, and final review. special thanks also goes to susanne Viscarra, who provided copyediting services. Christine fry, Carrie spector, kim Arroyo Williamson, and Ayela Mujeeb of ChangeLab solutions prepared the report for publication. ChangeLab solutions would like to thank roberta friedman of the yale rudd Center for food Policy and obesity for expert review. for questions or comments regarding this report, please contact the supervising professors: Jerome D. Williams, PhD Prudential Chair in Business and research director – the Center for urban entrepreneurship & economic development (Cueed), rutgers Business school – newark and new Brunswick, Management and Global Business department 1 Washington Park – room 1040 newark, nJ 07102 Phone: 973-353-3682...
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...Plan For A Product Of Innocent Drinks Marketing Essay The report describes the marketing plan for the repositioning of the product “This Water” offered by “Innocent Drinks”. Company was founded in 1999 and offers smoothies and flavoured spring water in Super markets, coffee shops, cinemas and other outlets in UK and other countries. Company has decided to re-launch its existing product “This Water” in the cinemas in the UK with the new name “This Water Plus”. This report covers the marketing plan and marketing strategies to reposition the product. The period for the marketing plan is set from 2nd January 2011 to 1st September 2012. All the effecting factors are consider while planning the plan including current world and specifically UK economic position after recession as UK economy is still in process to gain its recovery position. Innocent Drinks has improved the design and packaging of its product to make it more attractive and focused on the corporate social responsibility. They used recycled material for the packaging and also contributes portion of the profit towards charitable work. They have targeted the UK cinemas to offer this product. Innocent Drinks is a UK based company established in 1999 by three Cambridge graduates. Its main business is producing smoothies and flavoured spring water. Company sells its products in supermarkets, cinemas and coffee shops. It has branches in UK, France, Austria, Denmark, Amsterdam, Brussels and Germany. Company enjoys 71% of UK...
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...Soft drinks industry originated in the year 1772, and now this industry is global, and the companies are facing a tough competition to emerge as the best player in the market. Pepsi co. and Coca Cola are the biggest international player in the Soft Drink Industry, who shares the largest market share in the soft drink industry. Today, people want beverages to deliver more than great taste. They seek an experience that refreshes their outlook, stimulates their senses and inspires hope and optimism. Company Profile of Pepsi Co. Pepsi Co. is one of the leading global beverage, snack and food company, having its headquarters in Purchase, NY. Pepsi market and sell a variety of convenient, salty, sweet, grain based snacks, carbonated and non-carbonated beverages and foods in more than 200 countries, having their largest operations in United States of America, Canada, Mexico and United Kingdom. Pepsi markets and owns many brands as Quaker, Oats, Gatorade, Frito-Lay, CoBe, Naked, Topricana, Mountain Dew, Mirinda, Copella. The commitment of Pepsi is to achieve a sustainable growth i.e. Performance with purpose, which is focused on generating healthy financial returns and serving its customers. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing their impact on the environment through water, energy and packaging initiatives, and supporting their employees through a...
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...Modern Coffee Shop Marketplace A relatively mature market with fierce competition. The focus is on increasing Marketshare, mainly through outlet expansion, Premiumisation of products to Differentiate and increase prices to influence the average spend per visit; along with NPD and creating new channels to new markets, i.e. PRC. Specialists add value through their expertise and dramatic show of Barista skills. Brand Loyalty is low, with consumers under pressure due to static wages/rising prices. To offset, retailers offer miniatures/vending, improved convenience and create new occasions to visit stores. Fig 2. Porter’s Generic Strategies (1980) – Strategies to increase marketshare (outlet expansion) & loyalty Differentiation * | Premiumisation of products/services to differentiate & charge higher prices - Increasing spend per visit by consumer-driven N.P.D | Focus | A niche market strategy is not suitable; focus is on mass market & intense penetration with diversification of products/services | Cost Leadership | Low prices is not congruent to the Brand Values of Starbuck’s - Premium price for high quality products & customer service/experience | Fig 3. Porter’s 5 Forces - Market Attractiveness – 60% of consumers have not altered coffee habits in recession Competitive Rivalry Mature & Fierce * Branded coffee shops focus on premiumisation & quality of services - Barista expertise to emphasise their ‘added value’ * Independents have flexibility...
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...the entire world. To say that Starbucks is merely a coffee shop is an enormous understatement. The chain is composed of over 20,500 stores located in 62 countries. Precisely 13,279 of them are located in the U.S. alone. (Starbucks Company Profile, 2012) The company features an array of hot and cold drinks as well as sandwiches and pastries. One of the overall goals of Starbucks is also to be a home away from home featuring comfortable couches, friendly barista’s, and an inviting atmosphere. Various paintings hang on the darkly painted walls. The newest, coolest, and relaxing music is always playing in the background. In a roundabout way, the entire store is designed to help one wind down after a long day’s work, mindlessly grab a cup of very expensive Joe, and engage in deep conversations with friends and total strangers in order to forget about the stressful elements of the outside world. For the most part the Starbucks objective has been very successful; and very profitable. Starbucks opened their first store on March 30, 1971 at Pike Place Market, Seattle Washington by three college friends who attended the University of San Francisco. The original name for the store was to be Starbucks Coffee, Tea, and Spices. (Starbucks Company Profile, 2012) The original goal was to only sell whole bean roasted...
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...My friends and colleagues Ankit Awasthi others that surround me andmake life fun to reduce stress and tiredness. And lastly, it is only when one writes and realizes the true power of MS word 2003, fromgrammar checks to replace-alls. It is simple. And the power of Windows XP the OS where MSOffice is …. Thank you Mr. Bill Gates and Microsoft Corp! DECLARATION I Inamul Abdin declare that this project report entitled comparative analysis of marketshare Pepsi versed Coke is an original piece of work done and submitted by me towards partialfulfillment of my post graduate programme in MBA, under the guidance of Mr. Sanjay BhartiHOD MBA Dept., KIT Kanpur.Date: - Signature: - 2 PREFACE Market provides a key to gain actual success only to those brands which match best to thecurrent environment i.e. ‖imperative‖ which can be delivered what are the people needs and theyare ready to buy at the right time without any...
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...RESEARCH AND DEVELOPMENT AT ENGROFOODS 4 STRATEGIC INTERNAL AND EXTERNAL AUDIT 4 STEEPLE ANALYSIS 4 PORTER’S FIVE FORCES MODEL 6 THREAT OF NEW ENTRANTS 6 BARGAINING POWER OF SUPPLIERS 7 BARGAINING POWER OF BUYERS 7 AVAILABILITY OF SUBSTITUTES 7 COMPETITIVE RIVALRY 8 SWOT ANALYSIS 8 STRENGTH 8 WEAKNESSES 9 OPPORTUNITIES 10 THREATS 11 INDUSTRIAL SWOT ANALYSIS 12 IFA AND EFA FOR ENGROOFOODDS 15 COMPETITIVE PROFILE MATRIX (CPM) 17 CORE COMPETENCIES & KEY SUCCESS FACTORS 18 COMPETITIVE ANALYSIS 19 INTERNAL EXTERNAL (IE) MATRIX 20 GRAND STRATEGY MATRIX 21 SUGGESTIONS AND RECOMMENDATIONS 22 REFERENCES 23 Executive Summary The repot at hand provides useful overview about Engro Pakistan Ltd, a private fertilizer firm that keeps about 22 % of market share in the milk food industry Pakistan, established in 2005, a 100% owned subsidiary –First investment of dairy plant Processed milk market is growing at approx: 20% per year. Olper’s achieved peak market shares of 12.3% within 6 months of launch. Other products are launched such as –Olper’s Cream, OLwell –High Calcium Low Fat Milk (Premium Brand) Plans to expand product portfolio Milk processing capacity to increase by 200 million liters annually will become the only company in Pakistan covering the entire milk catchments area. It already has the 2ND largest cooled milk collection system in the country. Distribution network was also doubled from 58 to 119 towns by the end of 2007 and achieved advanced stage of negotiation. Forces in the external...
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...Annual Report WHAT IS At PepsiCo, Performance with Purpose means delivering sustainable growth by investing in a healthier future for people and our planet. As a global food and beverage company with brands that stand for quality and are respected household names—Quaker Oats, Tropicana, Gatorade, Lay’s and Pepsi-Cola, to name a few—we will continue to build a portfolio of enjoyable and wholesome foods and beverages, find innovative ways to reduce the use of energy, water and packaging, and provide a great workplace for our associates. Additionally, we will respect, support and invest in the local communities where we operate, by hiring local people, creating products designed for local tastes and partnering with local farmers, governments and community groups. Because a healthier future for all people and our planet means a more successful future for PepsiCo. This is our promise. PerFormance To all our investors… It’s a promise to strive to deliver superior, sustainable financial performance.* Our GOals and COmmitments toP line: • Grow international revenues at two times real global GdP growth rate. • Grow savory snack and liquid refreshment beverage market share in the top 20 markets. • Sustain or improve brand equity scores for Pepsico’s 19 billion-dollar brands in top 10 markets. • rank among the top two suppliers in customer (retail partner) surveys where third-party measures exist. bottom line: • continue to expand division operating margins. • increase cash...
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...OVERVIEW OF MARKETING MODULE -1 OVERVIEW OF MARKETING OVERVIEW OF MARKETING 1 LEARNING OBJECTIVES After reading this module, students should: Know why marketing is important Know what is the scope of marketing Know some of the fundamental marketing concepts Know how marketing management has changed Know what are the necessary tasks for successful marketing management Know scope and importance of marketing Know what are the recent trends of marketing Know what are the different levels of market segmentation Know how a company can divide a market into segments Know how a company should choose the most attractive target markets Know what marketing mixes are. SUMMARY From a managerial point of view, marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holders. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketers are skilled at managing demand: They seek to influence the level, timing, and composition of demand. Marketers are involved in marketing many types of entities: goods, services, events, experiences, persons, places, properties, organizations, information, and ideas. They also operate in four different marketplaces: consumer...
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...The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands Londiwe Mkhize Student Number: 28531907 A research project submitted to the Gordon Institute of Business Science, University of Pretoria, in partial fulfilment of the requirements for the degree of Master of Business Administration. 10 November 2010 © University of Pretoria ABSTRACT The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility...
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