...Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success Principles of Marketing 10/25/2011 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Ethel’s Chocolate lounges are chocolate or candy based restaurants that where created by the Mars corporation. The Mars Corporation is the same corporation that makes the famous M&M candy. In the case study on Ethel’s Chocolate Lounges we learn that the Mars Corporation has made many modifications to better the chocolate lounges. They strive to be more like Starbucks, and to sell the experience of having great atmosphere, gourmet chocolate, and at very reasonable prices. Through marketing strategies the Mars Corporation had many ways to influence customers to dine at Ethel’s Chocolate Lounges. These strategies use consumer buying decisions such as routine response behavior, limited decision making, and extensive decision making. Ethel’s Chocolate Lounges rely on the limited decision making to influence customers. Consumers engaging in limited decision making have a low level of involvement and make little effort in searching for information on alternative brands or products. If the consumer discovers a particular item they normally purchase is not available, the consumer will look for a similar product. In searching for a similar item, the consumer may base their decision on similar ingredients, if the items were on sale, or their prior experience...
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...Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success 1 Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success 2 Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Two out of the three consumer buying decisions will be utilized in consumers who become patrons of Ethel’s Chocolate Lounges, Limited Decision Making and Extensive Decision Making. Consumer’s unfamiliarity with the specific brand or type of chocolate used by the new chocolate lounge but common knowledge and long standing history of chocolate in general from previous experience will mean they will expend only a moderate effort in searching for information in relation to the new lounge in their local area. There is no need to spend an extensive amount of time researching what it is, its benefits, side effects, or other details that one would be interested in knowing about before trying a completely different and new product because they have a general idea of its use and effects which falls under the characteristics of Limited Decision Making. In their pursuit to attract the “well-heeled consumer”, Ethel’s is capitalizing on its chic chocolate house and premium gourmet chocolate all geared in attracting the coffee house crowd by “coddling their patrons in the lap of luxury” and allowing them the opportunity to “enjoy the sweet taste of the good life” (Marketing 100 Case Study). Because Ethel’s prices...
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...set up his own beer company. Since then, Busch has provided several tastes of the beer he has created to his customers and improved the tastes throughout the years. Afterwards, through the success of creation, Busch has decided to name the beer, Budweiser Lager Beer because of dark ales and robust that was chosen by their customers. The designs, styles, model, and the company’s process of keeping Budweiser a success, has become the nation’s number one taste. Referring to Budweiser, Anheuser-Busch was based in St. Louis and became the top leading American brewer that holds up almost 48 percent share of United States beer sales to worldwide retailers. They also have about 12 or more of breweries major manufacturer across of the United States. It was greatly popular worldwide and still counting. As for those process of grow business worldwide, it was their mission and vision to provide enough Budweiser for millions of customers. Taste Process Ever since the opening of Budweiser founded by Busch, he has been experimenting varies of tastes that he thinks his customers would like. At first, Busch decided to provide both different tastes: dark ales and light lagers. Few of them have alcohol, some of them are not. Throughout the experiment, Americans prefer dark ales but also like light lagers and made Busch to have a perfect creation of taste. It was successful. Coming from the fact sheet by Budweiser, their taste profile shows that their beer is very fresh, malt sweetness, and balanced...
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...RESEARCH on SUCCESS and MANAGEMENT of ‘JOLLIBEE FOODS CORPORATION’ and its SUBSIDARIES Prepared By: Date: May 3, 2012 Table of Contents 1. INTRODUCTION 3 2. ANALYSIS OF THE COMPANY’S STRATEGIES and MANAGEMENT 4 a. The Financial Statistics 4 b. The Problems and Challenges 5 3. EVALUATION & CONCLUSION 8 WORKS CITED 10 1. INTRODUCTION Jollibee Food Company was established after the oil crisis hit the ice-cream prices since the family company was mainly based on ice-cream production and sales. After Jollibee, one member of the family, decided to diversify into sandwiches; the product started to gain popularity. “The Tans’ hamburger, made to a home-style Philippine recipe developed by Tony’s chef father, quickly became a customer favorite. A year later, with five stores in metropolitan Manila, the family incorporated as Jollibee Foods Corporation.” (Bartlett, 2001) The rapid increase in the number of stores after such a short period indicated how successful Jollibee’s decision has been. In three years, the number stores were doubled and Jollibee had 11 stores. However, together with this success, the problems also started to arise. The entrance of McDonalds into Philippines market was one of the main problems that Jollibee had to deal with. In 1986, when this battle was finally over, Jollibee had reached the number of 31 stores indicating the success of the company’s strategy. After the success of company in the country was proved...
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...launched a new product named Cucina Fresco in 2006 and took the first mover advantage in healthy food industry. Although Cucina Fresco led to TruEarth’s great success, it doesn’t promise TruEarth a long-term profit due to intense competition. Truearth has gradually lost its market share to Rifazzi after Rifazzi’s introduction of its whole grain fresh pasta in late 2007. Identifying customers’ needs for healthy food and the market trend based on extensive market research, TruEarth is facing a critical business decision about whether to launch a new product line of whole grain pizza or not while its main competitor Rigazzi also intends to launch a similar product. Launching whole grain pizza might help TruEarth to expand its product diversity and retain its position in whole grain products; however, besides the threat posed by Rigazzi, the presence of existing strong competitors such as Kraft and Nestle and consumers’ perception of healthy value of pizza also put TruEarth at a disadvantage. Success of Cucina Fresca pasta TruEarth was the first company that identified the opportunity for healthy gourmet products and developed products that met customers’ needs. As the trend of having a healthier diet grows, Cucina Fresca offers not only fresh pasta and sauce with healthy ingredients as home meal replacements but also a better taste than dry, shelf-stable pasta. Recognizing the fact that households nowadays lack time to prepare food, cook the food and clean up, TruEarth first innovated...
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...According to Mahatma Gandhi, “Anger is the enemy of non-violence and pride is a monster that swallows it up,” the short story “The Scarlett Ibis,” by James Hurst tells a story about how the narrator’s pride led him to kill his young brother indirectly. The author uses pride as the central theme of the story to tell that since the pride inside of the narrator make him taste the taste of success, his pride is already beginning to turn to spite, and foreshadow a tragedy. The narrator’s embarrassment of his young brother lead him to teach his brother to walk, and the success makes him selfish. In the story, it writes, “When Doodle was five years old, I was embarrassed at having a brother of that age who couldn’t walk, so I set out to teach him”...
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...its international expansion in 1987 with MTV Europe. After its initial failure it has adopted various International strategies and controls at the right time to regain its lost popularity, especially in non-English speaking countries like Asia and Europe. The strategy which has worked for MTV has been its LOCALIZATION STRATEGY which is to ‘get inside the heads’ of the local population and produce programming that matches their tastes and preferences. This strategy has been a big success which has helped MTV gain a combined viewership of 321 million households in 140 countries by 2004. In India the ratings increased by more than 700 per cent in 4 years (1996-2000). Localization has helped MTV to capture the advertising revenues from the multinational giants such as Coca- Cola as this company’s multinational budgets is determined locally. Advertising is the main revenue generator this industry. In Europe it gets its 70 per cent advertising revenues from local spots which was earlier 15 per cent in 1995 when it first started globalising. But all this success has not been a smooth ride for MTV when it first decided to globalize in 1987 through MTV Europe. Mtv has been a trend setter since its launch in the US. The main target audience for MTV has been the youth segment. From 1987- 1994 it adopted a GLOBAL STANDARDIZATION STRATEGY and targeted this segment with age group <35 years. In 1987 it piped a single feed across Europe which entirely composed of American programming with...
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...CASE: ARCE DAIRY ICE CREAM I. TIME CONTEXT 1991 II. VIEW POINT Elsie Arce-Romero, VP Advertising and Promotions III. CENTRAL PROBLEM How will Arce Dairy Ice Cream compete in the ice cream industry and regain success using its new brand name? Symptoms: Low market share, wherein, Arce Dairy Ice Cream belongs to the remaining 10% of the ice cream market. Cause: Poor promotional and distribution strategies IV. STATEMENT OF OBJECTIVES: Must Objective: To increase in one month’s time the company’s market share by 5%. Want: To gain favorable market control in the succeeding years. V. AREAS OF CONSIDERATIONS A. Internal Environment Strengths: 1. Arce Dairy Ice Cream is made of fresh carabao’s milk (“all natural”); 2. The finished product is tastier and richer (more flavorful); 3. They have variety of ice cream flavors; 4. They use fresh ingredients like whole seasonal fruits and other natural products; 5. Arce Dairy Ice Cream has distinct taste and high quality (the firm rejects delivery of ingredients that do not pass high quality standards, no matter how inexpensive); 6. They have hundred heads of milking carabaos in the Arce dairy farm; and 7. Their ice cream product has been in the business for years (although Selecta, their former name is now being carried by a competitor, RFM Corporation). Weaknesses: 1. Poor marketing efforts which resulted to local market...
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...local brewery in St. Louis. Adolphus began as a salesman who sold brewing supplies to Anheuser. Adolphus soon worked his way into the family business and up the corporate ladder, and eventually became a partner and finally the company’s president. With great dreams and aspirations, Adolphus was considered the driving force of the company that would eventually transform it into an industry giant. Because of this, many see Adolphus Busch as the founder of the company, and the Father of Budweiser (www.beerhistory.com). Adolphus was clearly a man of great dreams. His early aspirations included a national beer market as well as a national beer that would appeal to virtually every taste. In pursuit of his dream, Busch still needed to develop a beer that would be widely accepted by everyone’s taste. In 1876, Adolphus is said to have...
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...SHOPPING CENTRE, SUNGAI PETANI. -ARTIA SHOPPING GALLERY -IOI CITY MALL, PUTRAJAYA -AMAN CENTRAL, ALOR SETAR HISTORY OF DAVE’S DELI Journey of a lifetime * One of the most established deli-style café in Malaysia. * It starts from David and his wife, Maureen who work endlessly in their home kitchen. * It has been offering a simple and family oriented for meals since 1989 when it was only a sandwich bar in Bangsar Shopping Centre in Kuala Lumpur. * They have been experimenting different kind of taste and inventing the new concept and flavor to fulfill the satisfaction in Malaysian taste buds. Taste of Adventure * The most popular meals in the menu would be ¼ Roast Chicken which is made by their own original recipe. * The taste of the dishes is filled with excitement, tinged with expectation and risk. Spread with the Right Ingredients * They are very particular in taking care of the good quality and the taste. * Now, Dave’s Deli has taken over by their two sons, Darren and Brian Chin. Come Home to Good Food * Dave’s Deli has also opened another opportunity of concept restaurant which is Dave Bistro Bar & Grill. * They will never give and keep their promises to serve the tasty and good comfort food at their customers. FRANCHISE FEE OF DAVE’S DELI * The...
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...Executive summary Recent success in the Indian market of pasta has compelled Nestle Bangladesh to introduce new snack “Maggi Pasta” in Bangladeshi market. This snack is still not that much popular because of unavailability and high price. Beside that no other company is producing or supplying a good amount of pasta in the local market. This gives a huge advantage to Nestle Bangladesh ltd. to enter in a very less competitive market and enjoy the first mover advantage. The company will get benefit from already a well established distribution channel of nestle and its’ dexterous staff to give the product in the peak of its success. The expected market share could be achieved by a sound promotion policy and by the brand name of Nestle as the maggi noodles is already a well known product. This instant pasta mix will attract customers just like it attracted the noodles customers. And as a different product it will be able to gain more market share by creating a completely new market. New types of pasta will be introduced to the market to keep the market in hand and the beginning will have a pasta festival that will create a brand value, promote the product, strengthen the brand in the customers’ mind and make customers believe that the only instant pasta mix provider in the market is maggi. The company is expecting to have a 40 percent share of the market at the first quarter and what will reach in 80/85 percent at the end of the year. Production cost could be minimized by nestle...
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...Introduction The purpose of this report is to analyse an article regarding a Starbuck’s failure in Australia. The main idea of the article is about Starbuck’s upcoming expansion opening about 1200 stores around the world in 2013. According to the article, Starbuck’s global strategies to international market seems going well considering the fact that it has the biggest coffee-chain in the world over many years. However, the article also points out a retreat of the company in Australia with the number of the stores dropping from 84 to 22 in 2008 (기사). The decreasing popularity of the company in Australia appears to be quite surprising compared to its significant success in the U.S and many other countries such as Canada, Japan and China and so on. In this manner, examining Starbuck’s failure in cross cultural factors rather than identifying reasons of prosperity in other countries can be critical for the company. Moreover, finding out the fundamental reasons of its regressive business in Australian market might lead to developing solutions for cultural markets as well. Surely, the Starbuck’s failure in Australian market can be explained by various cultural factors. In this report, however, global strategy will be discussed as a major theoretical principle and finally there will be recommended solutions for the problems. Starbucks Struggling In Australia With the growing trend of globalisation, many companies has been trying to expand their business globally for past...
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...MUD08243876 Differences in cultural capital mark the differences between the classes” Pierre Bourdieu How do class, gender, sexuality or race work in relation to taste today? Using at least two key theorists discussed on the course, explain how ideas of taste are presented in any two media texts. The concept of good taste and class has always been a sensitive subject for those perceived as lacking enough taste or class to fit in the higher echelons of society. Historically, taste. class and it’s symbols have always been defined by the social elite. It was been incredibly difficult for outsiders to gain access to the knowledge that ensured the ruling class were in a position to define taste for the rest of the population. There has however always been a drive in the lower classes to earn acceptance and even entry to the higher class of society. This drive has been a major factor to the success of capitalism, giving birth to mass production and economic well fare. Renowned french sociologist Pierre Bourdieu theorised on cultural, social and symbolic values in order to analyze what constituted taste and class. (Swartz, David. 1997) Bourdieu believed that if one possessed a great deal of cultural capital (knowledge of the arts, language or artistic flair) one would be perceived as a higher class than someone without the same knowledge. Bourdieu argues that all members of society exist in a multidimensional social space:...
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...hope of attracting younger drinkers to the brand; 2.) To sustain the core brand equity of Mountain Man Lager; 3.) To maintain a steady share of its market segment by regaining the 2% annual loss. Mountain Man’s revenue was declining as it faced new products, which threatened to steal its customer base. However, Mountain Man met difficulties to make changes alongside a changing market. The light beer market was growing steadily, and younger drinkers preferred light beer to other categories. Further, the key customer segment for beer companies was younger drinkers, as most industry observers believed. However, the core customers of Mountain Man, featuring blue collar, middle-to-lower income men over age 45, preferred and got used to the taste of...
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...Organizational Johnny Fuller, Chris Palmer, and Randal Cunning MGT/216 February 15, 2008 Paul Malard Introduction The organization ethics program examined is Taste Wine and Coffee Bar. Moral and ethical issues faced by establishments that serve alcoholic beverages can become extensive. Bars and restaurants have the ethical and moral obligation of serving adults of a certain age depending on the state’s legal drinking age. This is not only a moral responsibility, it is a legal obligation. Other legal and moral obligations include limiting patrons when their level of inebriation may become a hazard to themselves or others. When customers are obviously too drunk, employees must “cut-off” the clients for their own safety and the safety of others. The relationship between ethics, morality, and social issues in the legal environment will be explored. One ethical and social issue is the communities need for respect and order. Communities oppose establishments that stay open very late in residential areas with disorderly patrons. Loud and disorderly customers create unethical and moral dilemmas. Taste will be a fixture in the community that gives back when applicable. Social events for families and neighborhoods as well as community programs may be in conjunction with other businesses a part from the wine bar itself. Taste will require ethics training, monitoring, and enforcement. Employees will attend a class or provided with information on ethical work practices. The class will...
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