... * Advertising- Apart of the promotional mix is advertising and with advertising WBC must get the message across and focus of the selling goals of the company with their advertising campaigns. WBC must use all three thematic approaches in their messages. * Rational appeals to customers– WBC will appeal to customer’s rational thinking in advertising. This is important because some people make purchase after rationalizing their true need for the product. So here WBC will explain in advertising why this bottled water that makes sense to buy and why they cannot live without it. For example in a advertising a commercial may air with the importance of hydrating and replenishing the body of water through the day and with this water it has a comprehensive measurement system on the label to know how much water is needed throughout the day. * Emotional appeals to customers- WBC will also through advertising make an emotional plea to customer to buy this water because they will love the benefits of it and without it life would not be the same. For an example of an emotional advertisement that WBC will run is a Soccer mom at the field with her daughter for a game and the daughter and during the break the daughter bypass the drink coolers that her team mates are running towards and runs to her mom that is holding a ice cold bottle with dew running off the bottle and hands it to the daughter who smiles and shows enjoys...
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...MA Design Management 2013-14 Design Strategy Module DES7001 by : Panita Rerkpitivit Student ID : 13178616 tutor : Caroline Norman date : 9 January 2014 1,184 words Content Content Introduction Paula’s Choice : The Former Packaging Paula’s Choice : The Problem Paula’s Choice : The New Design Summary References Bibliography Appendices A Appendices B Page A 1 2 3 4 7 8 9 13 14 Figure Content Page Fig 01 : The old package Fig 02 : The collections that divied by colour. Fig 03 : The reuasble pump Fig 04 : Sample of customer’s feedback Fig 05 : The New design Fig 06 : The Comparison between old and new design Fig 07 : Sample of others collections Fig 08 : The new three sections. Fig 09 : The message from Paula Begoun 2 2 3 3 4 4 5 6 6 Paula’s Choice A Introduction This case study examines the Paula’s Choice’s skin-care packaging. Paula’s Choice is the skin care and cosmetics brand which is established by the beauty expert: “Paula Begoun”. She is the author of 20 best-seller books on skin care, cosmetics and hair care such as “Don’t go to the cosmetics counter without me” and “The original beauty bible”. Moreover, she has reputation as “The cosmetics cop” who analyses thousand skin care and cosmetics products formulations through her book and other press. She educated women to realise whether products are worth for buying and proper to their skin types or skin problems. In 1995, Paula decided to make her own brand and named “Paula’s Choice”. The brand has four...
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...08 Fall Promotional Plan Executive Summary Naturally brewed with no added preservatives in Golden, Colorado, the heart of the Rockies, Coors Light is the eighth leading beer brand in the world. As Molson Coors’ largest brand, the new parent company after the 2005 merger, Coors Light has established itself as the biggest selling brand in both the US and Canada. The merger, however, left the company heavily indebted and with limited capital suffered a loss of partnering and sponsorship for major sporting events. Coors Light has worked extremely hard to maintain the positioning as ‘The Worlds Most Refreshing Beer” withstanding the susceptibility the brand faces with only a single brewing site and third party distributors. This promotion plan includes the following objectives for the upcoming year: * To attract non-users and create brand awareness among 90% of females aged 21-30 seeking a refreshing tasting light beer, * To retain the 18-24 year old male target currently held by Coors Light. * To engage the mobile community through the use of Mobile Insider, connecting the brand to consumers. The objectives should be met through various promotional activities tied closely to the company’s long-standing brand image, and mobile promotions to increase accuracy in reaching target markets. Over the next 12 months it is recommended that Coors Light continue to use the Maxim Golf Experience to maintain the current target...
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...Dhaka-1212 Sub: Letter of transmittal Dear Sir, It’s our great pleasure to submit you this report on Market plan of Coca-cola. We have got a great experience while working on this report. We would like to leave this report to your kind consideration for any unintentional mistake that may accuser while doing this report. We are always at your service if you want to ask us any thing about this report and it will be a great pleasure to work with you again in future. Sincerely yours Md. Mosaddek Hossen Id # 0220012 Tanima Trina Id#0220063 Sohel Mahmud Id # 0220013 Sabrina Chawdhury Id # : Group- Leo Table of Contents Page number Acknowledgement --------------------------------------------------------------------- 5 Executive Summary ------------------------------------------------------------------- 6 Introduction ---------------------------------------------------------------------------- 7 Beginning of the project -------------------------------------------------------- 7 Preface --------------------------------------------------------------------------- 7 Company Overview ------------------------------------------------------------------- 7-8 History --------------------------------------------------------------------------- 7 Coca-Cola Company in Bangladesh ----------------------------------------- 8 Mission Statement...
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...INTRODUCTION 2.0 CASE SUMMARY 3.0 PROBLEM IDENTIFICATION 3.1 Primary 3.2 Secondary 4.0 CASE ANALYSIS 4.1Target Market and Positioning 4.2 SWOT – strengths, weaknesses, opportunities, threats 5.0 ALTERNATIVE METHOD 5.1 Reinforcement of marketing strategy by Squirt 5.2 Strategy planning recommended by Food, Cone & Belding (FCB) 5.3 Running bilingual media advertising and bottler promotion campaign for U.S Hispanic nationalities 5.4 Food, Cone & Belding estimation of Hispanic Squirt consumption on a Spanish-only program for selected markets 6.0 RECOMMENDATION 7.0 PLAN OF ACTION 7.1 Promotion 7.2 Product 7.3 Price 7.4 Place 8.0 CONTINGENCY 1.0 INTRODUCTION Nowadays, marketplace is fundamentally different as a result of major societal forces that have resulted in many new consumer and organization capabilities. These forces have created new opportunities and challenges and marketing management has changed significantly in recent years as organization seeks new ways to achieve marketing excellence. Furthermore, to maintain the product’s reputation in the market, organization focuses on branding the product internally and externally through market targeting and product positioning in order to increase organization sales volume and gaining trust from their respective consumers on their products 2.0 CASE SUMMARY The case is about three...
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...Thank you Water (2012) Brand Audit ------------------------------------------------- ------------------------------------------------- ADV 201-Brand Building ------------------------------------------------- Tim Beaty ------------------------------------------------- By ------------------------------------------------- Mark Bell ------------------------------------------------- 00051469T ------------------------------------------------- Executive summary Thankyou Water operates in the highly competitive, 600 million dollar bottled water market in Australia. This relatively new brand is seeking take advantage of changes in social attitudes and trends in Australia. Each dollar of profit that is spent on Thankyou Water products goes toward providing water to developing nations across the world. Social changes, have dictated that consumers are more conscious of business profit; this presents an opportunity to Thankyou Water. Additionally Thankyou Water has had to be wary of changes in legislation and any demographic shifts in the Australian population. Technological changes will allow Thankyou Water to become more efficient in the distribution of its product and packaging. Thankyou Water’s competitive advantage lies in the price of its product, and the need in which it meets as a socially enterprise. With each dollar of profit going to numerous water projects, Thankyou Water, appeal to this ‘socially conscious consumer’ in the Australian bottled water...
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...2 | P a g e Contents Executive Summary ...................................................................................................................... 3 Introduction of the company ................................................................................................................ 4 Vision: ............................................................................................................................................... 5 Mission .............................................................................................................................................. 5 Market Research ............................................................................................................................... 5 Product Development...
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...Table of contents Introduction……………………………………….………2 Mojo Media Executive Summary Objectives Situation Analysis.......…………………………………...5 Historical Context Industry Analysis Market Analysis SWOT Competitor Analysis Objectives…………………………………………….…12 Quantitative Benchmarks & Time Frame Budgeting……………………………………………..13 Method & Amount Strategy …………………………………………………14 Target Market Campaign Strategy Execution…………………………………....…………17 Creative Objectives & Strategies Creative Testing Media Plan………………………………………37 Objectives Strategies Choices Scheduling and 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...
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...1.0 Introduction : Nowadays, marketplace is fundamentally different as a result of major societal forces that have resulted in many new consumer and organization capabilities. These forces have created new opportunities and challenges and marketing management has changed significantly in recent years as organization seeks new ways to achieve marketing excellence. Furthermore, to maintain the product’s reputation in the market, organization focuses on branding the product internally and externally through market targeting and product positioning in order to increase organization sales volume and gaining trust from their respective consumers on their products. 2.0CASE SUMMARY The case is about three companies with 90% of the market share control the carbonated soft drink industry in the United States. These companies include in order of market share size, CocaCola, Pepsi Co, and Dr. Pepper/7Up. These three companies also represent the top ten selling brands in the United States market. In the United States, people consume more carbonated drinks than tap water. Research has shown that the average American drinks about 53 gallons of soft drinks per year. However, soft drink consumption has declined over the past few years (Kerin & Peterson, 2004). The soft drink industry has three major participants in the production and distribution; concentrate producers, bottlers, and retail outlets. Concentrate producers are responsible for consumer advertising and promotion programs...
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...to help decision makers analyze the design and operation of their supply chain. Computer simulations have become the tool of choice. Since simulation capture real world system variability, a simulation program helps managers to better understand the supply chain as it presently exists. Most significantly, a simulation gives planners a realistic view of what will happen in their supply chain under conditions that do not currently exist, but might take place. The tutorial presented a distribution network for a root beer beverage. The simulation starts in week 16 of the inventory with 170,000 cases of root beer on backlog. Having product cases on inventory or backlog will add additional expenses to the company (inventory $.50/bottle and Backlog costs $1/bottle). The business objectives include reducing inventory and backlog cost. The simulation project provides managers a tool for supporting strategic supply chain decisions. The simulation system is used by the managers to identify the best way to react to delays and estimating the impact of such delays witch I was never able to reduce no matter how many times I try it. The simulation has the capability to track and report bottlenecks as they move around the distribution network. In addition the simulation can also track inventory, backlog new orders, weekly...
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...English Wine Week Direct and Digital Marketing Plan Team Sunflowers - Team code 2114-03. Team code 2114-03. Executive Summary For English Wine Producers we propose the following objectives to get the most out of their English Wine Week: • • • • Increase the number of visitors attending the vineyards during the week To sell at least 65,000 bottles throughout the week To create a functional database upon which consumer data can be used in the future Increase awareness of the week through promotional activities A specific action plan is set to meet the objective targets. All activities will be through off-trade retailers and targeting consumers in the ABC1 categories predominately in the South East of England. Due to targeting these consumers we aim to create a premium perception of our product to take advantage of slumps in sales of Champagne. We aim to generate a vibe of interest from our campaign, advertising and events in which people want to get more involved with wine and events orientated around it. For instance through our created app GPS will locate local wine events, vineyards and merchants that sell English wine, and customers will be able to use this at will. Currently English wine have 1785 consumer details from details given to them from vineyards. Database software will be purchased so that EWP can collect data from their consumers so that in the future they are able to retain the consumers. The media which will be used has been selected as we feel that...
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...Running Header: “Greening” Waste Management “Greening” Waste Management Services at Booz Allen Hamilton Laura E. Johnson Assignment 5, Course 761.700 February 8, 2009 Executive Summary “Greening” is a growing requirement for our Government clients and increasingly important for our brand and to attract talent. We are likely to face challenges selling our clients on environmentally responsible practices if we are not ourselves forward-looking. This study specifically focused on improving Booz Allen’s waste management and recycling programs as part of its broader focus on corporate social responsibility. Interviews were conducted with key stakeholders in the office services and facilities teams to learn about existing “greening” efforts. Interviews were also conducted with employees to understand the perception of Booz Allen’s “greening” activities. This report concludes that Booz Allen is doing a lot already in the way of “greening” its waste management practices. The problem is that no one knows about it. Communications and training are the biggest challenges that Booz Allen must overcome. Near-term recommendations to address these challenges include: * Implementing a communications strategy for the “greening” campaign; and * Focusing on immediate “quick wins” to increase visibility of the effort. In the long-term, Booz Allen should develop and publish a sustainability plan, and develop a “Greening” tactical plan to...
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...hold income is about $71,000 and that nearly 65% of all readers are single. Although these facts are for the 2014 media kit, it can be assumed that for a men’s entertainment magazine the demographics have not changed substantially. Heineken was most likely trying to appeal to this male demographic when they placed their ad. The ad itself was showcased on a full page of the magazine. It displayed an unopened bottle of Imported Heineken Lager beer resting at the edge of a beach. Water from the ocean is coming up around the bottom of the bottle and nothing but ocean can be seen in the background. This is the main focal point of the ad. The secondary focal point and another focus for the reader are above the bottle. The words read, “Oceans apart from the ordinary.” The words are the boldest on the page and in the largest font. Next, the reader’s eyes are drawn to the very bottom of the page where, “Heineken tastes tremendous- no wonder its number one” is written. The last detail on the advertisement that the view is drawn to is a small phrase off to the side of the bottle saying where it’s from and how it’s, “America’s number one beer.” The lighting is made in order to highlight the label of the beer. One of the...
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...VITAMIN WATER VITAMIN WATER VITAMIN WATER VITAMIN WATER Executive Summary Executive Summary Group Members: Faizan Makhdoom Sarah Waheed Rutba Gabool Mehak Masood Group Members: Faizan Makhdoom Sarah Waheed Rutba Gabool Mehak Masood VITAMIN WATER Executive Summary This term report is a compilation of our research based on a lengthy interview taken from the Brand and Category Managers of Vitamin Water by Searle. In this report we explored factors that have led the brand to build its equity since its introduction in 2013. It was initially introduced as an Enhanced Water product with 6 essential vitamins and minerals and came in only 5 flavors. It is the only Enhanced Water category product that exists in Pakistan. This is where it has gotten an edge over its competitors. However, they believe that the target market is still unaware of what the product exactly is, despite of being aware of the Brand’s existence. Currently, Vitamin Water is at its introductory phase where it is looking to generate leads and educate its audience about the Enhanced Water Product category. They have started conducting researches for long-term plans and to evaluate their existing market performances. They believe that in the next 5 years, Vitamin Water is likely to have a larger share in the market, especially when people are more aware of it category rather than its existence. Table of Contents Introduction to vitamin water 3 Consumer Based Brand Equity 3 Brand...
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...| Contents | Page | 1.0 | Executive Summary | 1 | 2.0 | Marketing Aspect of the Disease / Product Function | 2-3 | | 2.1 | Definition (ICD code) | | | 2.2 | Epidemiology | | | 2.3 | Diagnosis | | | 2.4 | Treatment | | | 2.2 | Environmental factors | | 3.0 | Product Background | 3-4 | 4.0 | Target Market | 4-5 | | 4.1 | Market Definition | | | 4.2 | Current Market Value | | | 4.3 | Market Potential | | | 4.4 | Social and Regulatory Aspects | | | 4.5 | Market Research Results | | 5.0 | Competitive Environment | 5-7 | | 5.1 | Competing Product and Product Revenues | | | 5.2 | Companies and Relevant Portfolios | | | 5.3 | Marketing And Sales Activities | | 6.0 | SWOT Analysis | 7-8 | | 6.1 | Internal Strength | | | 6.2 | Internal Weaknesses | | | 6.3 | External Opportunities | | | 6.1 | External Threats | | 7.0 | Commercial Goals and Financial Forecast | 8-10 | | 7.1 | Qualitative Objectives | | | 7.2 | Quantitative Objectives | | 8.0 | Budget : Planned Marketing & Sales Investment | 10-11 | 9.0 | Product story and Unique Selling Proposition | 11 | 10.0 | Branding Guidelines – Logo, Colours, Layout and Typography | 12 | 11.012.0 | Target groupsInternal Communication Program | 12-13 13-14 | 13.0 | External Communication | 14-15 | 14.015.0 | PackagingPricing Strategy | 15-16 16-17 | 16.017.018.0 | Cooperation and strategic alliances Life Cycle Management Key Success...
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