...Special Event Rookie Bowl 1.0 Executive Summary Every January the National Football League (NFL) presents its premier sporting event (the season final) of every year in a major city of the United States. 2.0 Situation Analysis 2.1 Market Summary Rookie Bowl could be operated as a pre Super Bowl event which is worth more than 4 million. Nowadays, events like Super Bowl, NBA All Stars are becoming a big market of advertisments and a deep pool of winter money. Budweiser, as beer brand of the U.S. is a suitable sponsor of all beer beverage provider at the stadium. Automobiles manufacturers, Network carriers (AT&T, T-mobile, or Verizon) are eager to release their special ads for this special event. H&M released its new advertisement that starred by David Beckham about Men’s underwear at the break of Super Bowl this year. As we can see here, although Rookie Bowl is a smaller scaled competition but it is still constituted by League players who are encouraged to become famous at such a night by performing a wonderful game without saving their efforts. 2.2 SWOT Analysis 2.2.1. Strength First of all, it costs less than operating a big event like Super Bowl. It costs less to broadcast by various TV broadcasters, like CBS, TNT or ABC, one or two specific broadcasters or cable companies can license the live. Secondly, it still attracts a lot of audiences because it is played by League Rookie players who mostly drafted from College football teams. People would...
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...Marketing communications has always played a key role in creating an image to attract a target market. Budweiser and Bud Lite are popular brands in the NFL and NASCAR, and true fans will then purchase those specific brands. It becomes their brand of choice. Labatt Blue had sponsorship ties with the NHL and Canadian teams and the CFL and several teams but recently, Molson has taken over the sponsorship of The Toronto Maple Leafs, which Labatt used to have. This was a huge loss for the company as Toronto is the largest city in Canada and generates one-fifth of the gross domestic product of Canada. This being said, The Air Canada Center sells Molson Canadian rather than Labatt at hockey games. There are 18,800 seats at the Air Canada Center, and say at least 16,000 people purchase at least one beer, which costs $8.00, that is $128,000 in sales that Labatt...
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...Beer Game Reflection Paper The beer game stimulation helps us understand the importance of having a strategy when we are making decision in the supply chain aspect of a company and understand in a stimulation the bullwhip effect. In this particular exercise we are assigned to play 1 of 4 roles (Retailer, Wholesaler, Distributor and Factory). In my case I was assigned to play the role of the Wholesaler and the main objective is to distribute beer in the minimize cost possible. At the begging of the game I did not have a strategy I just order the same amount of cases that the retailer requested from me. However, as the week continued to past by and my inventory started to increase I wanted to reduce my inventory and started ordering less cases of beer and at that point was when I didn´t realize that demand started to change and obviously I started to be short and my backlog started to increase. It is funny how you ready that one of the bullwhip effect is not ordering inventory in the attempt to reduce inventory and that was the first thing I did. I started to reduce the amount of cases I was ordering to lower my inventory. This strategy made my backlog to increase as soon as the demand increased. However the game is played so fast that you do not think in all the possibility when you make a decision you just want to reduce cost. In addition the lack of communication between the Retailers, The wholesaler, The Fabric and the Distributor increase your chances of making mistakes...
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...Case Study: Labatt Blue When preparing a case solution it is expected that students will conduct additional secondary research. The capture of good information will enhance the quality of the analysis and the recommendation. Marketing Communications Plan Model Use the following model for completing a marketing communications plan. These points should be addressed in your presentation (20 minutes). Marketing Background SWOT analysis: External Influences • Economic Trends • Social and Demographic Trends • Technology Trends • Regulatory Trends Market Analysis • Market Size and Growth • Market Segments (Product Classifications) • Seasonal Analysis Competitor Analysis • Market Share Trends • Marketing / Marketing Communications Strategy Assessment Product (Brand) Analysis • Sales Volume Trends • Market Share Trends • Image and Reputation (questionnaire/ quantitative research) Marketing Communications Plan Target Market Profile • Demographic • Psychographic • Geographic etc Target Market Analysis • Consumer Behaviour (Loyalty) • Consumption patterns Positioning Strategy • Positioning Strategy Statement • Positioning Grid Budget • Budget Available for Plan Advertising Objectives (whatever is relevant to plan) • Awareness • Preference • Trial • Image Creative Plan ...
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...Molson Case Analysis Christina Barsotti and Katherine Blackwood EBTM 411 Dr. Steffes November 13, 2010 1 Problem Statement & Key Issues The Molson Company is a beer brewery and distributor and is also the second oldest company in Canada (Qureshi, 2008, p. 1). Molson is the most preferred beer brand in Canada and is part of the Molson Coors Brewing Company which holds the fourth largest amount of market share globally (Qureshi, 2008, p.1). In 2007 when firms were just starting to see Facebook and other social networking sites, like Twitter, as valuable places to market to consumers and communicate with them, Molson also decided to create a Facebook account to connect with consumers and increase brand awareness. One of the first promotional activities Molson established using its Facebook account was a contest called “Cold Shot” which was targeted at Canadian college aged students between the ages of 19 and 24. This contest was set up to be a competition between Canadian colleges, awarding the title of “number one party school in Canada” to the college with the most pictures posted by students while also giving a spring break trip to the student from that winning school who submitted the best picture (Qureshi, 2008, p. 5). Molson had to pull the promotion, though, because many administrators and other students from the various colleges were not happy with the contest since they thought that it not only gave their schools a bad image, but they also saw it as Molson encouraging...
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...writes, cultural attitudes towards alcohol vary around the world from adoration to proscription of drink, but there are few cultures [1]that completely ignore alcohol (Mandelbaum 1965: 281). Distillation of hard spirits happened only in recent times and for much of human history, wine and beer[2] were the only alcoholic beverages available for common consumption (if a bar or tavern was present in a particular culture). Archeological evidence shows that while during the last 10,000 years alcohol consumption was common, it was also uniquely culturally contextual. Dutch archeologist Marijke Van der Veen claims that “[studying] the production, preparation, consumption, and disposal can help identify the social context of food” (Van der Veen 2006: 407). A more traditional archeological approach focuses less on the production of food due to its “transient nature”.[3] Ethnographic research can provide more information about consumption practices as can historic sources, but we need more information from actual artifacts found at sites around the world. With artifacts, we can provide a more conclusive picture of how different cultures produced, consumed, valued or tabooed, alcohol. Analysis of residues on ceramics provides valuable knowledge about food production practices and trade. However, it is important not to neglect other links in the chain of human food and drink use, most notably consumption itself, the facet of culture we know the least about. ALCOHOL...
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...databases. Continuous Innovation Although data mining is a relatively new term, the technology is not. Companies have used powerful computers to sift through volumes of supermarket scanner data and analyze market research reports for years. However, continuous innovations in computer processing power, disk storage, and statistical software are dramatically increasing the accuracy of analysis while driving down the cost. Example For example, one Midwest grocery chain used the data mining capacity of Oracle software to analyze local buying patterns. They discovered that when men bought diapers on Thursdays and Saturdays, they also tended to buy beer. Further analysis showed that these shoppers typically did their weekly grocery shopping on Saturdays. On Thursdays, however, they only bought a few items. The retailer concluded that they purchased the beer to have it available for the upcoming weekend. The grocery chain could use this newly discovered information in various ways to increase revenue. For example, they could move the beer display closer to the diaper display. And, they could make sure beer and diapers were sold at full price on Thursdays. Data, Information, and Knowledge Data Data are any facts, numbers, or text that can be...
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...| Heineken: Road to the Final | | | 1. INTRODUCTION Beer is world’s number one consumed alcoholic beverage suitable for different consumption areas such as home, restaurants, night clubs, bars, beaches etc. Beer’s worldwide popularity makes brewing industry one of the largest global industries in the world. More than 140 billion liters are sold per year generating revenues of more than $490 billion by 2013. Beer consumption differs for various countries. Czech Republic is leading the consumption with the average of 132 liters per capita. Germany, Austria, Ireland and Canada are the countries following the Czech Republic with the consumption over 100 liters per capita. Considering the global popularity of beer, there are countless brewery companies all around the world. 2. COMPANY PROFILE Heineken is a Dutch brewing company which was founded in 1864 by Gerard Adriaan Heineken in Amsterdam. The company owns around 200 breweries in more than 70 countries. Heineken is the 3rd largest brewer in the world by producing almost 140 million hectoliters of beer yearly. The company holds more than 250 brands globally including Amstel, Birra Moretti, Cruzcampo, Deperados, Dos Equis, Foster’s, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Tecate, Zlaty Bazant and Zywiec. It also produces ciders under the brands Strongbow Gold and Bulmer’s. Operating all around the world, Heineken divides its operations into 5 global districts: Western Europe, Central and Eastern...
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...According to American Marketing Association, “Market Research is the function that links the consumer, customer and public to the marketer through information-information used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.” Marketing Research is systematic problem analysis, model building and fact finding for the purpose of important decisions making and control in the marketing of goods and services. Marketing Research is a well-planned, systematic process which implies that it needs planning at all the stages. It uses scientific method. It is an objective process as it attempts to provide accurate authentic information. Marketing Research is sometimes defined as the application of scientific method in the solution of marketing problems. Marketing Research plays a very significant role in identifying the needs of customers and meeting them is best possible way. The main task of Marketing Research is systematic gathering and analysis of information. Market Research is essential for strategic market planning and decision making. It helps a firm in identifying what are the market opportunities and constraints, in developing and implementing market strategies, and in evaluating the effectiveness of marketing plans. Marketing Research is a growing and widely used business activity as the sellers need to know more about their final consumers...
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...The Bullwhip Effect as a Supply Chain Phenomenon 1 2.1. Managing the Supply Chain 1 2.2. The Bullwhip Effect as Supply Chain Dynamics 2 2.3. The Bullwhip Effect as an Inevitable Consequence of Supply Relations—The Beer Game 3 2.4. The Reasons for the Bullwhip Effect 3 2.5. Studying the Bullwhip Effect in Data 5 3. Formal Analysis of the Bullwhip Effect 7 3.1. Models Based on Serially Correlated Demand 7 3.2. Measuring the Effect of Transparency 8 4. Mitigating the Bullwhip Effect 8 4.1. Information Policy 8 4.2. Reducing Lead Time 8 4.3. Collaboration of Retailers 9 5. Summary 9 References 10 Appendix 12 List of Figures Figure 1: Order fluctuations in the beer supply chain 12 1. Introduction The US-American telecommunications company CISCO depreciated 2.25 million US dollars in the third quarter of 2001 due to excess stock (Beer, 2014, p. 1). According to Beer (2014, p. 3.) the bullwhip effect is the probably most important reason for this depreciation. The bullwhip effect affects production and leads to a shortage of stocks or excess stocks, drops in sales, increases inventory costs and instability of planning (Beer, 2014, p. 3). Productivity losses due to the bullwhip effect are between 10 and 30%, according to Beer (2014, p. 3). Thus, eliminating the bullwhip effect is one of the most important goals of supply chain management. Since the length of production chains has increased over the last decades, due to the implementation of...
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...It is known for its competitive prices on food and beer; also, for its famous and iconic “Slim Jim.” The Corner Bar is a very interesting place because its demographic slightly changes based on the time you enter the door; from the older gentlemen talking Reitz and Mater Dei football in the morning, to the after work crowd of construction workers, and finally to the after dinner crowd of college students. The Corner Bar and Grill does not have a known date of establishment as it has gone through multiple purchases over the years. The previous owner licensed it initially in 1998 and sold it to the current owner, Kevin Talley, in 2005. It is a unique place in the fact that it does not serve liquor, it only serves beer and wine. When asked why, the short answer is that The Corner is supposed to be a relaxed area for friends to meet and watch sports and they don’t want the headache that comes with serving liquor. They are know for their iconic “Slim Jim” which is a 32oz beer mug used to serve beer fresh from the tap. Their grill is one of the few open for breakfast, lunch and diner giving the place a steady flow of hungry and thirsty customers. The “Four P’s” of the marketing strategy are Product, Price, Promotion, and Place. These are used to produce a cohesive marketing program in any size business and are implemented at The Corner Bar. Another method I used to investigate and analyze The Corner Bar was through a SWOT Analysis. This method emphasizes the...
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...International Table of Contents Introduction Market Analysis Market Segmentation Product Positioning Impact on the Consumer Consumer Decision Process Marketing Mix Market Plan Assesment Introduction It’s a competitive world out there! Having a business and understanding the ways to market and advertise to your consumers. What ideas should companies come up with to help or guide consumers into buying their product? Heineken International is one of the world’s most recognized brewers; their brand is therefore associated with socialization and having fun. In the face of changing beverage consumption, advertising restrictions, and a blurring of its positioning among self-owned and competing beverage labels, Heineken’s marketers decided to use the company’s strong brand equity to expand into adjacent markets and provide consumers with new ways to interact with the brand. The research paper will look at ways Heineken International has grasped the sales and marketing concept, with production, competitive pricing, target marketing and market segmentation. Heineken Market Analysis: Company- Beers and Lagers, that’s what Heineken specializes in. Founded in 1864 by Gerald Adrian Heineken, it’s a Dutch based company that now owns over 125 brewers in more than 70 countries. It brews and sells more than 170 international premium, regional local and specialty beers, including Tiger Beer, Zagorka, Star, Starbrno and Heineken Pilsner. It was after World...
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...Analysis of Case Studies Titled: TGIF & What’s Your Culture Worth? Shenae Adams 0704671 Tutor: Myrtle Weir BBA4 – HRM (D) University of Technology, Jamaica April 11, 2011 Summary of Case: TGIF The case titled ‘TGIF’ speaks to a weekly beer bust held at Quantum’s Seattle Headquarters. The company, which was founded three (3) years ago by Stan Albright and Erin Barber, hosts these beer busts to allow the employees to relax as a reward for their extra efforts. Quantum has grown to more than 200 employees and $95 million in sales over the past three (3) years. Bill Carter, the company’s corporate attorney, on attending one of the weekly beer busts received good reviews about working at Quantum. After a work day of 16 hours, six (6) days a week, the beer bust held every Friday afternoon seemed to be keeping employee morale at an enthusiastic level. However, Bill Carter had some reservations or concerns about serving alcohol at a company sponsored party especially after observing a new employee’s behavior at the party after he had lost his balance and fell on the snack table. He believed that the beer bust parties were getting out of hand and could possibly result in an exposure to liability. There is now a dilemma between wanting to keep the team spirit and at the same time reduce Quantum’s liability exposure. Review of the Case The case, TGIF, presents an organization, Quantum Software that though it was founded three (3) years ago has managed to set for...
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...Whitney Table of Contents Executive Summary……………………………………………………………………………….2 Background Company mission statement and information Financial Macro environmental factors………………………………………………………………..4 Social and culture Demographics Economics Technological Political SWOT Analysis………………………………………………………………………………………6 Strengths Weaknesses Opportunities Threats Marketing Planning……………………………………………………………………………….7 Marketing Objectives Marketing research Target Markets………………………………………………………………………………………8 Measurement………………………………………………………………………………………..8 Implementation……………………………………………………………………………………..9 Messaging Packaging Distribution Control Branding and Positioning Marketing Mix……………………………………………………………………………………….11 Product Price Place Promotion References………………………………………………………………………………………………12 Executive Summary and Introduction Our vision at Anheuser-Busch is to add to life’s enjoyment through our products, relationships and services. With our Mission being to be the best beer company in the world, while still enrich and entertaining. We also wish to give amazing results to the shareholders and the community. We try to bring to life our dream to be the best beer company in the world. Our goal is to connect our efforts to a collective responsibility we share with our employees, consumers, wholesalers, retailers, law enforcement, elected officials, educators and other partners. After all, these are our roads, our kids, our neighborhoods and...
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...Nacimiento Enabling Connections 1 1. 2. 3. 1. 2. Background Situation Analysis Recommendations 3.1 Purpose 3.2 Ideal Target Customer 3.3 Positioning 3.4 Branding 3.5 Product 3.6 Service 3.7 Promotion 3.7a Themed Fundraising Event 3.7b Lead Generation 3.7c Lead Conversation Appendix Reference List Enabling Connections 3 4 5 6 7 8 9 10 11 12 13 14 15 34 2 Rhinegeist is a brewing company located in Over the Rhine, Ohio. Founded by Bob Bonder and Bryant Goulding in 2013, Rhinegeist embraces the heritage and culture of the Over the Rhine. Their brew house was established in an old brewing facility built in the 1890s. Rhinegeist translates to “The Ghost of Rhine”, which comes with deep heritage of Over the Rhine. Rhinegeist wants to bring the tristate area together through enabling connections with their brew house. Through this, Rhinegeist will revive the community in Over the Rhine. However, they are still trying to attract customers from the northern Kentucky region. Enabling Connections 3 Summary of SWOT Analysis Rhinegeist is a local brewing company ran by Bryant Goulding and Bob Bonder. Rhinegeist produces and sells a wide variety of unique crab beers and ciders. Their target customers consists of millennials in the local tristate area who enjoy crab beers and ciders. Rhinegeist is currently positioned as a unique flavored local crab beer with brew house heritage. The average price of a Rhinegeist six-pack is around...
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