...Assignment Marketing Plan On (Product Coca-Cola) Prepared by Md. Mosaddek Hossen Id # 0220012 Tanima Trina Id#0220063 Sohel Mahmud Id # 0220013 Sabrina Chawdhury Id # : 0000000 Group- Leo Marketing Management Sec-1 Submitted to Mr. Rumman Hassan Lecturer School of Business Independent University, Bangladesh 25th April, 2006 25 April, 2006 Mr. Rumman Hassan Course Instructor Marketing Management School of business IUB, 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 -------------------------...
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...Marketing at the Kellogg School of Management at Northwestern University Why chocolate? I. According to a recent study conducted by a major chocolate brand in India the major consumers of chocolates apart from kids are teenagers and people between the age of 15 - 35. Most of the chocolate brands in India produce chocolates in different sizes that are priced according to their sizes. Chocolates like Diary Milk and Five Star can be got for just Rs 10. Chocolates in India are slowly and steadily substituting the mithai or traditional Indian sweets. Due to the increasing levels of social consciousness people prefer gifting well wrapped chocolate packets rather than sweets on occasions and festivals. Taking advantage of this situation GATHERING AND ANALYSING MARKET INFORMATION PRODUCTS Amul chocolates Parent Company Amul Category Chocolates Sector Food Products Tagline/ Slogan Taste of India USP Quality and affordability STP Segment Quality conscious children and adults Target Group Kids and youth Positioning Taste of India by giving them quality products SWOT Analysis Strength 1. Good product range which includes chocolates, toffees, syrups etc 2. Good quality and packaging 3. Excellent distribution network of Amul ensure availability 4. Branding and advertising through TVCs and print ads is popular 5. Pricing is good as it attracts large segment Weakness 1. Limited international presence as compared to leading global brands 2. Penetration in rural areas...
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...for their clients and positioning became a key aspect of marketing communications. Positioning: The Battle for your Mind has become a classic in the field of marketing. The following is a summary of the key points made by Ries and Trout in their book What is Positioning? Positioning is a platform for the brand it facilitates the brand to get through to the target consumers. Positioning is act of fixing the locus of the product offer in the minds of the target consumers. In positioning, the firm decides how and around what parameters, the product offer has to be placed before the target consumers. The significance of product positioning can be easily understood from David Ogilvy’s words; the results of your campaign depends less on how we write your advertising than on how your product is positioned. Most authors define positioning as the perception that a target market has of a brand relative to its competitors. This definition raises two points. First, positioning is perceptual. In other words, positioning is not factual; instead it pertains to influencing customer perceptions of your product. Second, companies cannot position brands in isolation; they must be positioned relative to one or more competitors. By nature, human beings learn by making comparisons. When we learn new information, one way we remember and use that information is by mentally comparing it to...
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...Marketing Communications | Syndicate assignment Case 1 Prius Launch: Harmony Installations 2011 Bronze | Media Innovation Case 2 Canon Eos Cameras: Photography beyond the still 2011 Silver | Consumer Electronics Case 3 Southwest Airlines: Grab your bag it’s on/ Bags fly free 2011 Gold | Transportation Case 4 Ocean Spray Cranberries: Straight from the Bog 2008 Gold | Renaissance 2011 Silver | Sustained Success Case 5 Sears: Don’t just go back. Arrive 2010 Gold | Retail¬ Case 1 Prius Launch: Harmony Installations 2011 Bronze | Media Innovation GET: Echo/Tech friendly minded people WHO: Are environmentally and technologically aware and enjoy innovation. TO: Think Prius is the car they should buy versus the car they want to own. See Prius as an Icon of progress. Encourage consumers to put a Prius in the mainstream consideration set. BY: Outlining that hybrid motoring is good for the environment, endorsing the idea of being proud to own a Prius. LIKE THIS: By highlighting the “harmony between man, nature and machine”. Happiness, Optimism, Pride, Imagination SUCCESS: Desired 20% increase in sales of Prius. Increase hybrid vehicle market share. Engage social media metrics. $4.5m in earned media desired through Solar flower installations/social media. Market/Commercial insight The reported market decline in the Automotive Industry for passenger cars has declined by 37% in FY2011. Financial modelling of passenger...
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...1. MARKETING STRATEGIES FOR GROWTH MARKETS Market Penetration _ is the measure of brand or category popularity, it is defined as the number of people who buy a specific product or brand of a category of the goods at least once in a given period and it is divided by the size of the relevant market penetration. Often managers must decide whether to seek sales growth by acquiring existing category users from their competitors or by expanding the total population of category users, attracting new customers to the market. Nando’s specialize in flame-grilled Peri-Peri chicken, it is served in quarters, halves, wholes and bufferfly breast and the price the most it is based on keeping the offering low priced to grab the maximum market share. The most obvious ways to achieve growth is by encouring existing users of the product to buy or use more of the same product, this implies a basic strategy decision, namely to get the customer to increase the frequency of use and the quantity used of the product. Promoting alternative_ Nando’s has bottled their peri-peri delicious sauces, implying that consumers can take the flavor, fire and passion of peri-peri wherever they go. And they can even purchase same of the sauces at supermarkets such as pick’n pay, checkers. Offering incentives for using products_ Nandos offer special deals from time to time of special price deals for a specific period as an incentive to its customer. Giant-sized packaging Nando’s has introduced a sauce caddy...
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...to validate predictions about real-world sales performance based on pre-testing metrics. Such validations are important for three reasons: • quantifying the contribution advertising can make to return on investment (ROI), • confirming the general construct of how adver tising "quality" works can be implemented as a quality-control step in the creative process— something once lamented as a "dream that will never come to be" (Metzger, 2013), and • • providing a baseline for distinguishing between what is known and not known about how adver tising works is a critical element in evaluating improvements in the research process. Much previous research has found that the quality of advertising matters in terms of perceived brand perceptions and marketing efforts (Dahlen, Rosengren, and Torn, 2008) and that it drives mind-set metrics like...
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...Consumer Behavior Analysis…………………………………………………………………………………5 2.5 Competitive Analysis…………………………………………………………………………………………6 2.6 Current Brand Item Evaluation……………………………………………………………………………….7 2. SWOT Analysis………………………………………………………………………………………………………...8 3. Key Marketing Problem or Opportunity……………………………………………………………………………….9 4. Marketing Objectives…………………………………………………………………………………………………..9 5.7 Sales, Profit & Market Share…………………………………………………………………………………9 5.8 Enhance Brand Image & Attitude …………………………….……………………………………………...9 5.9 Communication Benefits……………………………………………..………………………….………........9 5.10 Achieve Top of Mind Awareness ……………….……………………………………………….………….10 5. Communication Objectives…………………………………………………………………………………………...10 6.11 Category Need……………………………………………………………………………………………….10 6.12 Brand Awareness……………………………………………………………………………………………10 6.13 Brand Attitude & Preference……………………………………………………………..………………….11 6.14 Brand Purchase/Action Intention ………………………………………………………………………...…11 6. Positioning…………………………………………………………………………………………………………….11 7. Campaign Target Audience …………………………………………………………………………………………..12 8.15 Creative Targets….. …………………………………………..……………………………………….........12 8.16 Buyer Behavior …………………………………………………….......………………………...................13 8. Brand Character & Personality…………………………………………………………………………….………….14 9. Campaign...
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...they should target. Analysis Market analysis must be performed on the individual markets before any financial analysis can be performed. This is in order to provide adequate information to estimate the various market shares. The first segment to analyze is the Gourmet brand. The Gourmet segment holds the smallest share of the market in grocery stores but it has a significant share of the market in specialty stores. It is seen as having high quality as a result of its higher price and its consumers tend to have higher incomes (see case). The Gourmet market even though it is not the largest has good potential as a result of it higher margins. The National brand segment has the largest share of the market across all retail types, is price sensitive but does have some brand loyalty, and it also has the most competition (see case). Although the most competitive the National market holds a great deal of potential as a result of its overall market share. The Price brand segment does not have a significant share of the market, it is highly price sensitive and has little brand loyalty, it is comprised mainly of no-name and store brands (see case). As a result of it being made up mainly of store brands store owners may be reluctant to introduce a product that will compete against there’s making it hard to gain market share. Finally the Premium segment, it is only sold through specialty stores (see case). Because of the perception on having the highest quality this segment...
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...leading brand in men's grooming industry across the globe. With its wide range of products caters to the premium segment of the men's grooming market. It faces intense competition in the toiletries market whereas the competition in the razor market is not that intense. This case study aims at identifying the problems faced by Gillette in the toiletries market. We have suggested a plan for Gillette toiletries along with other suggestions for Gillette to face the competition in the near future and the long run. 2.0 SITUATIONAL ANALYSIS Of Gillette's recent moves, by far the riskiest is the toiletries line. Gillette's track record there is spotty, with successes in the 1960s and 1970s followed by a series of disappointments, such as a failed foray into European women's toiletries in the 1980s. But Gillette's strength is with men, and executives are convinced they can use their strong brand name as an umbrella for a wider range of men's products. The line includes 14 items, notably pre- and after-shaves and a gel shaving cream. The most innovative product: a gel-based deodorant that will roll on using a patented, sieve like delivery system. Will it work? Many outsiders are sceptical, citing Gillette's sorry record in toiletries. Besides, competition has become very stiff in the once fragmented men's toiletries business. Procter & Gamble now owns Old Spice and Noxzema, Colgate bought Mennen, and Unilever grabbed Faberge's Brut brand. But nobody has a better brand name...
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...PRODUCT MANAGEMENT “A STUDY ON THE “VIRTUAL BRANDING”” | | | | | | | | | VIRTUAL BRANDING The paper places emphasis on two aspects of the future of branding: 1. The ultimate limit of branding, that the authors have baptised as V-Branding (Virtual Branding), and 2. The development of a framework, process and assessment tool that allows companies to evaluate and steer their brand(s). The assessment tool, denominated as the RIB matrix-graph (Real-Imaginary Branding matrix-graph) can be used in 2D format (with Awareness and Degree of Diffusion forming the two axes or dimensions) and 3D format i.e. with an additional dimension such as age group, social status, period, time frame etc. Tool applicability stretches from the small business to transnational companies and from products to services. The paper also looks at the transition from lifestyles to mindstyles, the evolution of the consumer and how these link to branding evolution INTRODUCTION The chapter proceeds to describe the influence of brands on the buying process, and the importance of customer satisfaction and brand loyalty...
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...2. What would you recommend to Rosewood Hotels & Resorts? Rosewood Hotels and Resorts’ management is considering a new brand strategy. They are hoping this will strengthen customer awareness of Rosewood Hotels and Resorts' other luxury hotel and make the brand more present in advertising. That is, until now they have kept the ‘Rosewood’ name out of all marketing and advertising at all their luxury hotels. In order to make a shift they need to create an implementation plan that is going to be effective but must be very calculated in its way of doing so. Rosewood’s management envisions great potential in this branding, for instance, they will be able to build awareness of their other properties and boost sales in the process. If part of the marketing team, I would make the following recommendations: 1. Increase awareness of Rosewood Hotels and Resorts to their current customers. There are few current customers that know Rosewood Hotel and Resorts exists and manages other properties. We are provided instances in which guests have never heard of the Rosewood Brand unless expressly told by their travel agents. Incorporating a Rosewood Logo would alleviate this and solve this problem. The manner in which is done will need to be in line with the hotel’s ‘luxury’ appeal. 2. Educating current customers of Rosewood’s other ‘luxury’ hotel locations. If these customers are happy with their accommodations at hotels such as Jumby Bay in the Caribbean they will be more likely...
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...week during fall and winter months and once every two weeks in the spring and summer months, whereas Light users purchased at least once every six weeks with same variations to heavy users. Each consumer group agreed that Italian sausage made their lives easier; both their husbands and children enjoyed. Ninety-three percent of respondents did the cooking compared to seven percent, and that cooking was done for evening meals. Italian sausage is considered to be a great “meal maker” and that if there were Italian sausage in the refrigerator the users felt they always “had a quick meal in the house.” As for the Vivio brand, loyalists and competitive users considered the sausage to be exceptionally high quality, good color, above-average ratio of solids to fats, and great taste and texture. Respondents also took part in a brand name survey. They were given 20 brand names and “Vivio” ranked seventh. “Saxonville Italian Sausage” did not receive many votes but consumers knew of them by its name, “The Family Company.” Consumers believed Saxonville to be a well-established business that produced good products. 3. What alternative do you recommend and why? I would...
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...1. Background: In Bangladesh, people are sports loving and the popularity of football and cricket creates huge market for the sports brand. That is why brands like Adidas, Puma, Reebok, CA etc. brands are becoming prominent here. In case of Nike, BATA is the only authorized shop in Bangladesh. But due to its high brand image Nike can operate directly in this country and acquire market share. For this reason, we conducted this research to find out the possibilities of Nike in this country. 2. Objective: To conduct this study we had these objectives on our mind to achieve: -To identify the existing condition and competition in sports brand market - To have knowledge about BATA store and its involvement with Nike - To acquire knowledge about Nike and its image on consumers and competitors mind - To identify the probable advantages and disadvantages of Nike entry in Bangladesh 3. Methodology: This study was carried out in several steps. Following methodology was adopted to fulfill the objectives:- * Primary data collection: We collected majority amount of data by primary data collection method. It includes BATA store visit, Different shop visit, consumer survey and competitor survey. We conducted 80 consumer survey, 10 competitors and sports shop survey. * Secondary data collection: In the secondary data collection method, we followed online research, website visit, e-mails etc. 4. Limitation of the study: We faced below limitations to conduct our study: -...
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...2010 – Gujarat Co-operative Milk Marketing Federation and Hindustan Unilever – have well-developed ice cream fast food chains in the consumer foodservice environment in India. Operating under the brands Amul and Swirl’s, the company’s fast food chains helped to propagate their respective brand names, as consumers associated the brand image with the comfortable seating and high-quality service witnessed at these outlets over the review period. Conversely, retail sales of Gujarat Co-operatives brand Amul and Hindustan Unilever’s brands, such as Wall’s and Cornetto, received publicity via in-store promotions. Leveraging on their presence in consumer foodservice, other ice cream fast food brands, such as Baskin-Robbins and Natural, also operate through a range of retail ice cream products in India. COMPETITIVE LANDSCAPE • Gujarat Co-operative Milk Marketing Federation led ice cream in value terms in India in 2010, accounting for a 36% share of retail sales. It has an extremely diverse range of ice cream products, which span economy to premium offerings. The company’s expansive outlet and cold chain network for all its dairy products greatly helped the operations of its ice cream business. Other players, such as Hindustan Unilever and Mother Dairy Fruit & Vegetable also had appreciable brand equity, as the top three players were responsible for a combined 67% share of value sales of ice cream in 2010. PROSPECTS • Impulse ice cream is expected to continue to be the dominant type of...
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...Strategic Brand Management Project | | Submitted to : Dr Lubna Nafees | Submitted by:Ram Narayan 11HR-023Shilpi Pachauri 11HR-027Shravani Kosana 11HR-028Indraneal Balasubramanian 11FN-043Aparna Vyas 11FN-019Prashant Garg 11FN-134 | | | TABLE OF CONTENTS Section one: Brand Campaign Descriptors…………………………………………………..03 1. Brief Description of the campaign……………………………………......................04 2. Communication………………………………………………………………………05 3. Advertising Agency…………………………………………………………………..05 4. Frequency of the campaign and the media used………………………………….......06 Section Two: Campaign Analysis……………………………………………………………07 1. Video………………………………………………………………………………....07 2. Introduction…………………………………………………………………………..07 3. Striking features of the campaign…………………………………………………….08 4. Execution of the campaign…………………………………………………………...09 5. Target Audience……………………………………………………………………...09 6. Critique/Recommendations…………………………………………………………..09 Section Three: Brand analysis………………………………………………………………11 1. Value Proposition…………………………………………………………………….11 2. Brand Essence………………………………………………………………………..11 3. Brand Elements………………………………………………………………………11 4. Vodafone Brand Equity………………………………………………………………12 5. Segmentation……………………………………………............................................13 6. Brand Positioning………………………………………………………………….....13 7. Brand Personality……………………………………………………………………...
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