...BMW ‘Design’ Advert Who do you think it is targeted at? * The advert is targeted at the premium brand automobile industry. * BMW’s target market is high income earners and premium customers who want a quality product. Why do you think that particular medium was chosen? * The advert reinforces the BMW brand and the premium quality that the brand is. * The advert allows the viewer to visually see the quality and effort that goes into designing the premium product. * With the use of music alongside the advert it captivates the viewer and draws them in, as its quite an intense song. How would you describe the creative appeals? (Fill) Although rational appeals are often used for high involvement products like cars, this advert seems to be more of an emotional appeal advertising more of the brand rather than the product. Communicating and connecting with the customers at a more personal level Using words like: ‘Beauty, Passion, Dedication, Love , Beginning of an emotional experience’ Creative Tactics for Video Decisions have to be made regarding the main focus of the visual such as the product, the presenter, action sequences, lighting graphics, colour and other factors. Video - The main visual focus of the advert is the BMW cars, through design and on the road. Dark lighting, open landscape shots and human visuals help to create an emotional connection. Audio - The message is narrated by the voice of an announcer who is not visible. over the top of deep...
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...Questions: 1. What are the various market targets for the New Beetle available to Volkswagen? Describe each both demographically and psychographically. What are the pros and cons of each option? What are the appeals of the New Beetle to each group? There are two main target audiences for the New Beetle - baby boomers and younger generation (18- to 34- years-old). The customers were demographically diverse like gender, life cycle, occupation or education etc. but share some common psychographic characteristics. Demographically: The baby boomer had family and children and stable job. The younger generation was single or married without children, having unique and active lifestyles. Psychographically: he baby boomer had strong emotional connection with Beetle and young people saw Beetle as a representative of their personality. They both appreciated an inspiring design and German engineering. For baby boomers, Pros: 1. They had strong emotional tie with the old Beetle. The new Beetle was considered as reminds of cherished memories and made them nostalgia. 2. They had been working for many years, so that they could afford the price of at least $15,200. 3. Print advertising could reach baby boomer most cost-effectively. Cons: Since baby boomers were having a family, they probably preferred larger car like SUV or minivan. For younger generation, Pros: 1. They thought Beetle is fun and had the connection with Beetle such as personality or dream...
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...l Abstract Date: 2006-01-04 Level: Bachelor thesis in Business Administration, 10 points. Authors:Akiko Yamamoto Alhagsvägen 48 145 59 Norsborg Stockholm Lin Hui Allmogeplasten 17 724 80 Västerås Tel.: 0762615846 Chen Bo Allmogeplasten 17 724 80 Västerås Tel.: 0736364876 Tel.: 0735054312 Tutor: Leif Sanner Title: Global introduction of new products – Case Study of Dell Problem: In order to survive in the tough competition, firms face the difficult and vital challenge which is to introduce a new product into a global market efficiently. Even though a product itself has a fine features and functions, failure on the introduction and marketing operation can result an unsuccessful product. Therefore, the manager must identify an optimal introduction strategy according to the conditions the firm faces. Purpose: There are two objectives for this study. First objective of this study is to investigate Dells’ operation regarding to global introduction of new products such as segmentation approach, its influence on the choice of introduction strategy and efficiency of the strategy itself. Second is to provide empirical framework in the field of global introduction of new product (the choice of waterfall or sprinkler strategy), which lacks in the earlier research and develop a deeper understanding. Method: We have conducted a qualitative research in order to provide inductive view of the relationship between theory and research, and develop...
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...shelves. * Some of the operational consistencies across all its stores were hiring noncommissioned employees to guide consumers and answer questions, maintain similar “look and feel” and play combination of pop and alternative music to create fun, party atmosphere. * Sephora earned the reputation of having vibrant stores that encouraged trial and experimentation. * By 2010, Sephora operated in 23 countries and had nearly 1000 stores. Approximately, 45% of these stores were in U.S and Canada. * Sephora’s alliance with JC Penny in 2006 was the reason Sephora had more than 200 stores in U.S were located within JC Penny location. * Through its stores, Sephora offered 288 brands representing over 20,000 products. * The target market for Sephora was 25-35 year old women, as this age group had an aspirational element attached to it. * In terms of the competition, Sephora competed against department stores such as Macy’s and Nordstrom, however, the biggest competitor was ULTA as not only it operated more than 400 stores in U.S but also was considered “fast follower”. * Market share of 25-34 age group shoppers was 29% for ULTA and 30% for Sephora. * In the web space, Sephora.com was the largest online prestige beauty website,...
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...A RESEARCH BASED PROJECT NEW PRODUCT LAUNCH IN THE MARKET DONE BY MONU JAIN COMPANY PROFILE: * Type: Public (BSE:ITC) * Founded: 24 August 1910a Radha Bazaar Lane, Kolkata, India * Headquarters: Kolkata, India * Key people: Yogesh Chander Deveshwar, Chairman K. Vaidyanath, Director, Partho Chatterjee, CFO * Industry: Tobacco, foods, hotels, stationery, greeting cards Products: Cigarettes, packaged food, hotels, apparel Employees: over 25,000 (2009) Website: http://www.i tcp ortal.com/ Forbes Global 2000 List: 987 rank (2009) * Sales ($ billion):3. 65 Profits($ billion):0.79 Assets($ billion):4.43 Market Value($ billion):13.48 * ITC S VISION | | Sustain ITC's position as one of India's most valuable corporations through world class performance, creating growing value for the Indian economy and the Company’s stakeholders. * ITC S MISSIONTo enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value | | ITC is one of India's foremost private sector companies with a market capitalization of over US $ 30 billion and a turnover of US $ 6 billion. ITC is rated among the World's Best Big Companies. ITC ranks among India's `10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia's 50 best performing companies compiled by Business Week. ITC has...
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...GoGo squeeZ Applesauce On The Go By: Callan Buck Kristin Clark Melissa Etter Aimee Lindamood Alex Reynolds “It was love at first squeeZ” Secondary Research: INDUSTRY When exploring current trends in the food industry, some observations become clear: the population wants food that is natural and free of artificial ingredients, not only for their children but also themselves, and most importantly they want it while they are on the go. Researchers at the SIAL conference in 2009 concluded that manufacturers are constantly finding innovative ways to include natural, healthy ingredients in their products, with “all-natural” foods becoming a major consumer demand. But is this costly, natural approach impacting consumer-purchasing habits? NERAC Research Firm states that even with economic struggles, “consumers still want a convenient, quick, fresh, healthy, tasty and sophisticated food experience” (Nerac). Interestingly enough, consumers will spend the buck for a healthier eating experience, allowing manufacturers to gain more capital in exchange for fewer ingredients used. In addition, it is apparent that manufacturers are taking advantage of the consumer habit of eating away from home. According to retail-merchandiser.com, consumers are more interested in snacking to get their daily nutrition, and eating fewer full meals. To achieve this on-the-go lifestyle, parents are turning to convenient food pouches. Neil Grimmer, a pioneer of food pouches for toddlers, calls...
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...and by enforcing measures to cut down costs. CSU has tried such measures, in the past, to cut down on its spending. It has done so by increasing its technology use to replace costly manual systems and by sharing services between departments and campuses. In our discussion, we suggested on the same idea that campaigning for funding does not exclusively mean seeking funds. We, therefore, discussed that if we can get people to volunteer, tutor or pursue internship programs, it would be a good measure of cutting down costs. Salary expenses are a significant part of the overall expenses and reducing these costs saves a lot of money for CSU. We also proposed that the target audience, for this plan of the campaign, is the graduates. Students do not have money to cover for their expenses. However, graduates are a good target because they have experience and money to cover for their own expenses. Business Letter 25800 Carlos Bee Boulevard, Hayward, CA 94542, February 5, 2014. Mr. Kevin Pina, Foundation for Higher Education, CSUEB. Dear Mr. Pina, We are a CSU funding campaign group, and our main program is to seek funds or to...
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...USPS Case Analysis Problem Statement USPS was meeting to review the results of a tracking study that traced the effects of the “Products and Services” campaign on consumer attitudes toward USPS. The key issue is if the “Products and Services” theme and music would contribute to the 1989 Express Mail advertising campaign’s success. USPS also needs to address the general public’s perception of their reliability. Situational Analysis Company: USPS Strengths – access to entire network of mail distribution Weaknesses – consumers thought that USPS was unreliable, no volume discounts Product – Overnight Delivery Service (ONDS), guaranteed morning delivery, drop ship and reship service, weekend/holiday delivery at no extra charge, delivery to post office boxes Price - 8 oz letter costs $8.75, on call pick up for incremental charge of $4 per stop Promotion – 1988 advertising cost $5.5million Competition | Fed Ex | UPS | Emery-Purolator | Airborne | Product | Overnight Delivery Service (ONDS), warehousing and inventory management in conjunction with expedited delivery | Overnight Delivery Service (ONDS), package tracking, guaranteed deliver, morning deliver | Air and ground delivery service | Overnight Delivery Service (ONDS), | Price | 8oz letter cost $10.50, Volume discounts to secure large share of business accounts, $3 drop off discount | 8 oz letter costs $8.50, No discount for volume shippers | unknown | ODNS rate for the government: $5 for the first pound...
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...Target Market There are two groups that are the target market for the Italian restaurant that is planned to open with high tech and futuristic installations. One of them is the generation Y, the kids born in late 1980s to 1999, who are very knowledgeable about the new technology being brought into the market. The other group would be the families who would come to enjoy the services and technology of the restaurant and have a family time together. Today’s generation Y would be between the age of 13 and 24. This Gen. Y is connected to is most connected group of people due to the help of the technology. They themselves are a marketing tool with the help on the technology they seem to achieve this. This in turn helps the businesses. 91 % of these individual make their Facebook Places and Foursquare check-ins public which is in a way is promoting the business by letting people know that they were there. That would cause the other friends to look up the store where there friend has checked into. According to the statistics 66% of the individual are likely to this. This form of marketing is beneficial for the business. The generation Y promotes the things they like and the places they have been to. The other target markets are the families consisting. They are the main focus our strategies. This group is likely to spend more money than the individual and are more likely to come back to the restaurant if they find to their liking. They are likely to bring kids with them. Kids area...
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...product is positioned with and simply tells you that the product is there to help you on experiencing something that you dream of doing every day. The campaign slogan “Break the Rule” has been the modeled on inspirational themes which brings the pressure and temptation for to consume the product. In addition to this, the campaign will have the humor and the slogan links to that appeal which provides an attractive attitude positioning the product and provide the unique taste of KKrunch is focusing on to the target market. Three types of individual have been identified as the audience of KKrunch • Firstly, the advertisement targets fun and challenging excitement. The advertisements used are attractive and they show the fun and the coolness of reaching beyond boundaries (challenge). The ambiguity allows us to convey the message to abroad spectrum of fun seekers basically the youngsters. • The second group consists of kids and adults. These people are only our secondary target market and theses are focused as the “for the ones who love chocolates. In addition to this, a follow up campaign will raise knowledge levels of consumers, which explains the multiple feature of KKrunch. This advertisement will be in billboards and on television only...
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...Is IKEA destined to succeed everywhere it cares to establish itself? Question 1 Using a standardized products strategy with universal assortment around the world was the key to IKEA's success. That is, it markets the same basic products in all of its stores; instead of tailoring furniture to regional tastes, it focuses on making furniture that is universally attractive (Rondcha, 2008). Some 90% of the product line is identical across more than two dozen countries. However, in order to adapt to certain countries such as America, IKEA needed to modify their concept whilst still maintaining their original formula. Modification was implemented as the European products conflicted with American tastes and preference (Tracy, 1986). Conflicts arose when it was found that most Americans keep a sofa longer than a car and change their spouse as often as their dining room table (about 1.5 times in a lifetime). America didn’t get IKEA; it was too unswervingly Swedish. (Lewis, 2005). Kamprad believes the word ‘impossible’ is absent from IKEA’s dictionary (Altomare, et al. 1999) and by sticking to this belief, adaption was made to America’s furniture. This included widening the chest drawers by an inch or two which led to an immediate increase in sales by 40%. Despite Kamprad’s belief, it is impossible that IKEA will succeed everywhere it establishes. In 1974, IKEA expanded into Japan as their first Asian market. It had to pull out in 1986 due to differences between culture, lifestyle and...
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...Target Audience Definition Project - ADV 1641 Using: NADbank / PMB Rationale Working in your assigned Group: 3-4 people Purpose of Assignment: 1. To gain experience working with NADBank and PMB. 2. To increase your awareness of the valuable audience, market and purchase behaviour data available to advertisers. 3. To present your research findings and recommendations in a clear, well-written document. Your client: Your team will choose a __________located in at least two Canadian cities. You will also choose the two markets (major cities – Toronto, Vancouver, Montreal, Ottawa, Calgary, Edmonton, Winnipeg, Halifax) to concentrate on if your chosen restaurant is in more than two cities. These will be your two separate bases for this project. Defining your target audience: Based on the restaurant you choose, you can decide which basic target audience you will reach (i.e. adults 18-34 with personal incomes of $50,000+, Women 25-49 who have graduate university, married men 35+, etc.). Please include 3 basic demographics. • Using the basic demos further evaluate your audience by: o Other basic demographic information o By lifestyle, shopping patterns and behaviours, and media habits Using NADBank and PMB: Develop a media rationale to use (or not to use) newspapers and or magazines to reach your audience. Your should include: • Recommendations as to why use (or not use) the media (Newspapers and/or Magazines) supported by your audience...
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...BUSINESS MISSION Grimsby town hall has gone from a highly recognized and significant art and functional center to a place that is hardly recognized and referred to as a ‘’best kept secret” The situation of the hall is in a declining state in terms of functionality and the maintenance is hard to keep up and there is a highly significant reduction in the inflow of cash while the outflow continues to rise whereby putting the financial status of the hall at risk. The factors responsible for the decline of the state of the hall are both Internal and external, this paper seeks to identify, analyze and provide possible solutions to these problems as the hall holds a potential for growth. Rebranding itself to be functional with the changes of its target market in terms of their needs and preferences, the hall would be seen in a different light communicated through the new experience it would offer and its high service quality. With the implementation of a new marketing strategy, the hall also seeks to expand in terms of popularity, customer base and sales. SITUATION ANALYSIS ORGANISATIONAL ANALYSIS Lincolnshire’s best kept secret, the Grimsby central hall was not always filled with silent halls as it is now, the center for art and events was an historical and cultural heritage for the people of Grimsby back in the early 80’s where it earned its popularity from the influx of people that visited the sea port close to it. Located in a rundown area, it has become very difficult to...
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... & Ferrell, 2006, p.69). Manufacturers have been accused of developing alcohol products that have been designed, packaged and promoted specifically to target young consumers. Considering current societal concerns about youth binge drinking and its side effects, and the role of corporate social responsibility, this is a situation that would impact many alcohol producers. You are required to evaluate the marketing strategy of one major alcohol product of the world and targeted at a younger demographic from a corporate social responsibility viewpoint. Your written evaluation must not exceed 1,500 words. 1. Briefly describe the target market, providing evidence and justification for this (e.g. product packaging, advertising placement, promotional activities at concerts). (2 marks) 2. Next identify any corporate social responsibility activities the company may be engaged in. (4 marks) 3. Critically evaluate these activities and their effectiveness. Critical evaluation is about proving a point, interpreting information and resolving problems. To achieve high marks you must be able to make an informed judgment or evaluation about the worth of the activity that you have identified. For example, your evaluation may consider issues such as awareness and relevance of the activities to the target segment and the target markets response to these activities. (10marks) 4. Recommended changes you would suggest (4 marks). Option B: Essay Write an individual essay (1,500 words...
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...Description……………………………………………………………………………………………………. 2 3. Strategic Focus and Plan……………………………………………………………………………………………….. 4 3.1 Mission Statement………………………………………………………………………………………………….. 4 3.2 Goals………………………………………………………………………………………………………………………. 4 3.3 Core Competency and Sustainable Competitive Advantage……………………………………. 5 4. Situation Analysis…………………………………………………………………………………………………………. 5 4.1 SWOT……………………………………………………………………………………………………………………... 5 4.2 Industry Analysis…………………………………………………………………………………………………….. 6 4.3 Competitor Analysis………………………………………………………………………………………………… 6 4.4 Customer Analysis…………………………………………………………………………………………………… 7 5. Market-Product Focus…………………………………………………………………………………………………… 7 5.1 Marketing and Product Objectives………………………………………………………………………….. 7 5.2 Target Market…………………………………………………………………………………………………………. 8 5.3 Points of difference…………………………………………………………………………………………………. 8 5.4 Positioning………………………………………………………………………………………………………………. 9 6. Marketing Program………………………………………………………………………………………………………. 9 6.1 Product Strategy……………………………………………………………………………………………………… 9 6.2 Price Strategy………………………………………………………………………………………………………… 10 6.2.1Breakdown Analysis………………………………………………………………………………………. 10 6.3 Promotion Strategy………………………………………………………………………………………………. 11 6.4 Place (Distribution) Strategy…………………………………………………………………………………. 12 7. Financial Data and Projections……………………………………………………………………………………. 12 7.1 Past Sales Revenues………………………………………………………………………………………………. 12 7.2 Five-Year Projections……………………………………………………………………………………………...
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