...Executive Summary XO Group Inc. is an internet based lifestage media company. XO Group has four flagship brands and each brand is specific to a particular market. The Knot and Wedding Channel are focused on the wedding industry. The Nest is dedicated to the home environment. The Bump is focused on family planning. XO Group provides services to couples who seek advice and information on planning lives together; from the wedding to their first baby and everything in between. XO Group’s professional staff ensures goals are being met and customers are satisfied. Throughout the company’s life, XO Group continually pursues new opportunities to stay ahead of their competitors and hold their place at the top of the lifestage media industry. Table of Contents Page No. | Executive Summary………………………………………………………………. | 3 | Table of Contents…………………………………………………………………. | 4 | List of Tables……………………………………………………………………... | 6 | List of Figures…………………………………………………………………….. | 7 | Section 1: History of Company………………………………………………….... | 8 | The Beginning…………………………………………………………………. Getting Bigger…………………………………………………………………. The Nest………………………………………………………………………... Merging Two Companies……………………………………………………… Stepping Into The Baby Market……………………………………………….. XO Group Inc.…………………………………………………………………. | 8...
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...Food Marketing APEC 4451 Fall Semester 2010 New Product Development Process Targeting and Segmentation Dennis J. Degeneffe The Food Industry Center University of Minnesota Why Introduce New Products? • The Case For Introducing New Products – – – “Organic Growth” - Shareholder value Competitive Position Capacity Utilization • The Case Against Introducing New Products – – Risk – the odds against success • High Odds of Failure* • High Cost of Failure “Cannibalization” of existing business. • Therefore introducing new products is a risky business! New Product Development Process • A systematized approach for the development of new products to manage risk. • A general approach that is followed by most major consumer goods companies. – Includes the infusion of creativity… – … and the rigor of evaluative decision points – or “Stage Gates” New Product Development Process Overall Process is made up of 8 stages. Opportunity Identification Idea Generation Concept Development Concept Concept Testing Product Development Positioning Development STM Confirmation Advertising Testing Test Test Marketing Commercialization New Product Development Process … Some are “developmental” sages, and some are “evaluative” stages. Opportunity Identification Idea Generation Concept Development Concept Testing* Product Development Positioning Development STM Confirmation Advertising Testing Test Marketing* Commercialization *”Stage Gates” ...
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...Acknowledgements The authors wish to thank the entire OII team for their support of OxIS research. Our particular thanks to Prof. Helen Margetts, Dr Rebecca Eynon and Martin Dimov for their contributions to this report. We also wish to acknowledge Kunika Kono and David Sutcliffe for their design and editorial support of this report. For their early contributions to OxIS we would like to thank Prof. Richard Rose, Dr Adrian Shepherd, and Dr Corinna di Gennaro. All have helped shape the evolution of this research. We are grateful for the support of OxIS 2007 by the Higher Education Funding Council of England (HEFCE) and sponsorship of the OxIS 2007 Survey by The British Library, Cisco, Ofcom, and Talisma. Our colleagues from these sponsoring organisations have made valuable comments, helping to ensure that OxIS continues to address enduring as well as emerging issues of policy and practice. Please cite the source of text and data excerpts as: Dutton, W. and Helsper, E.J. (2007) The Internet in Britain: 2007. Oxford Internet Institute, University of Oxford (Oxford, UK). © The University of Oxford for the Oxford Internet Printed copies can be ordered from the enquiries assistant at: enquiries@oii.ox.ac.uk. Copies cost £5 each (to cover the cost of postage and handling). All orders should be sent along with full payment in UK Pounds Sterling to: Oxford Internet Institute, University of Oxford, 1 St Giles, Oxford OX1 3JS, United Kingdom. Please do not send cash. Cheques should be drawn...
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...Circling the square - converting consumer insights into actionable recommendations Crystal Nathan and Johanna Campbell ESOMAR Consumer Insights, Dubai, February 2009 Title: Author(s): Source: Issue: Circling the square - converting consumer insights into actionable recommendations Crystal Nathan and Johanna Campbell ESOMAR Consumer Insights, Dubai, February 2009 Circling the square – converting consumer insights into actionable recommendations Crystal Nathan The Nielsen Company, Australia Johanna Campbell Frucor Beverages, Danone, Australia PREAMBLE “My goal is simple. It is a complete understanding of the universe, why it is as is and why it exists at all.” Stephen Hawking Although the goal is termed as simple, it is a monumental albeit fascinating task and qual research often gets endowed with that task in a marketing environment. Hence, the hunt to explain the reasons behind a particular phenomenon or phenomena and arrive at insightful solutions continues. Having said that, Qualitative research also comes under the axe for producing results that are “too conceptual and airy/fairy” or “not robust enough to be actionable” or as the ubiquitous client would put it “telling me things that I already know” or better still “not giving me enough insights”. So how does one combat this? To the authors of this paper, the answer lies in not just adopting the proverbial “thinking out of the box” route but also identifying the insights and enclosing it...
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...JD’s Market Research JD’s Market Research Primary research Primary research is sometimes known as field research. This is because it involves gathering data through new research. This data can be collected in either a quantitative or qualitative format. Quantitative research Quantitative research is numerically-based and obtains the hard numbers from which decisions can be made with confidence. Examples of quantitative market research at JD include: Exit surveys – carried out face-to-face with consumers as they leave the store. This is a simple survey covering a cross-section of stores to gather the views of consumers in different locations and regions. At JD the purpose of the survey is primarily to understand the reasons for visit, frequency of visit/purchase and reasons for and against purchase. The ‘shopping bag’ survey – the JD research team monitors what carrier bags customers entering JD stores are carrying. This helps identify what other stores JD customers use and are spending money in. It provides competitor insight and an idea of which retailers attract a similar customer profile to JD, a variable that can influence the location of new JD store openings. On-site fieldwork – JD’s dedicated Site Research team invests significant time researching new locations. This involves defining the extent of a location’s catchment area, reviewing the presence and quality of the competition and assessing the pitch and visibility (i.e. how busy the area is) of a unit. This...
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...neighbouring hospital suffering symptoms of acute alcohol withdrawal syndrome (acute confusion, delusions and tremors). This arises when an individual reduces or stops alcohol consumption after prolonged periods of excessive alcohol intake. This can lead to tolerance, physical dependence and physical disturbances upon withdrawal due to the central nervous system reacting in a hyper-excitable state. (About.com, 2010) He was transferred to my area when his Implantable Cardioverter Defibrillator (ICD device) was found to be infected (indications being inflammation, tenderness, exudates, and Sensitive Staphylococcus aureus grown from wound swabs). An ICD device is implanted within those suffering an arrhythmia and/or at high risk of its development. Arrhythmias are abnormal electrical impulses differing from the normal Sinus Rhythm....
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...What Is Next in Air Care Scent Trends? Article | 18 Aug 2011 Fragrance developments have moved air care from the functional to the emotional, but what does that mean for future trends in scent? Air Care No Longer a Cover Up Not so long ago, the primary if not only function of air fresheners was to mask unpleasant odours, but clever marketing over the last decade has brought a complete change in consumer perceptions of the category's purpose. As home care manufacturers came to recognise the competitive advantage of offering new and unusual fragrances in their ranges in order to drive sales, scent innovations brought about more experiential and complex fragrances, resulting in a shift in focus for the entire air care category. Consumers no longer turn to air care products only when there are nasty smells to be removed or masked; they now buy into the category when they want to enhance the environment in their homes. A category that once could have been considered almost a commodity used only out of necessity has been subtly transformed into a category deeply connected to consumers' emotions. The scent of success Although one of the most expensive ingredients in any home care product, fragrances are worth manufacturers' investment in terms of time and money as they are extremely important to a product's success. A unique scent can be a powerful differentiator, giving a product the edge in an otherwise saturated market. Fragrance is a crucial factor in the consumer's final...
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...(Emaritis) in this segment we are introducing Diamond Dash which is made of finest of platinum and Diamond * Italy’s main jewelry export market is the UAE with 721 million euro. * Dubai's Gold Souk has 275-plus shops. * 80% intend to buy gold in the next year. * 90% of all jewelry in Dubai is imported. Imports come from Saudi, India, Pakistan, Thailand, Italy, Malaysia, Singapore and Bahrain. Competitors: * Direct: Tiffany, Damas, Liali, Cartier * Indirect: Resellers in Gold Souq Primary Target Market: * Demographic: Age 18-40 * Income: Medium-High Income * Occupation: Businessmen and Salaried Person Drivers and Motivations SEGMENT | HEALTHY DOLLARS | UP AND COMERS | AGE | 28 – 40 | 18 - 40 | LIFESTAGE | Single Ladies, Brides/Grooms Parents | Single Ladies, Brides/Grooms Parents, relatives | HOUSEHOLD INCOME | High | Medium/Low | BENEFITS SOUGHT | We would be offering personalized rings crafted according to the needs of the customer. | We would offer lower prices. | CUSTOMERS INFLUENCING FACTORS | Friend, qualified jewelry salesperson, exhibit items in fashion shows. | Company would concentrate on organizing advertising campaigns in magazines, on word of...
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...Lecture 4,5 Limkokwing Univrsity of Creative Technology Faculty of Design and innovation By; Maziar Mohajeri STP refers to the three activities segmentation, targeting, and positioning Enhancing a company’s competitive position by providing direction and focus for marketing strategies ; ▪ targeted advertising, ▪ new product development, and ▪ brand differentiation. Examining and identifying growth opportunities in the market through the identification of new customers, growth segments, or new product uses. More effective and efficient matching of company resources to targeted market segments promises the greatest return on marketing investment (ROMI). Market segmentation is the division of a market into different groups of customers with distinctly similar needs and product/service requirements. Skirts are more colorful, use lighter fabrics, and a very short hemline; This is exactly what Marks and Spencer (M&S) did to attract a younger female shopper. A range of female clothing called Per Una marketers have to design product and service offerings around consumer demand (market segmentation) more than around their own production needs (product differentiation) and they use market research to inform this process. Segmentation criteria for consumer markets Using demographic criteria to profile who the market is and where they are; ▪ age, gender, family size and lifecycle, generation, income, occupation...
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...* d. Utilitarian 3. Which statement BEST defines Customer Relationship Management? * a. A marketing approach designed to increase marketing campaign performance through more efficient use of resources. * b. An effective means of dealing with the reams of data that result from serving large customer markets. * c. A tool for aggregating customers' demographic, geographic, and behavioral traits into unified profiles for enhanced relationship management. * d. A management philosophy centered on customers, supported by a data warehouse and analytic processes. 4. Which of the following is NOT a stage in the buyer-seller relationship? * a. Making a relationship difficult to replace * b. Rewarding loyalty with incentives * c. Stimulating interpersonal social bonds * d. Encouraging new relationships to form 5. Which term defines the segmentation technique that is based on information collected by the U.S. Census Bureau? * a. Demographic * b. Behavioral * c. Geospatial * d. Psychographic 1. Which statement illustrates how the business buying decision process DIFFERS from the consumer purchase decision process? * a. Reference groups influence the business buying process more than the consumer buying process. * b. The business buyer goes through fewer steps than the consumer. * c. Business buyers' needs and desires...
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...Using market research to support decision making MARKETING Introduction Organisations that operate in the business-to-consumer (B2C) market are increasingly turning to market research to support their decision making processes. A retail business, for example, might be considering opening new stores, expanding internationally, proposing to diversify its product range or thinking about acquiring another company. Before proceeding, the business will require specific information to understand the implications of making such changes. The process of collecting this information and developing this understanding is known as market research. This case study focuses on how JD (part of JD Sports Fashion PLC), the UK’s leading retailer of fashionable sports and leisure wear, uses market research to support and develop its business. As a B2C retailer, JD’s performance depends on providing the most desirable brands and products at the right price and in the right locations to meet with the demands of the consumer. The group has also secured brands such as The Duffer of St George, Sergio Tacchini (under UK licence) and the fashion brands Chilli Pepper, Nanny State and Sonneti. The JD Sports Fashion Group now has over 900 stores across the UK and Europe and a reputation for stocking exclusive and stylish ranges. What is market research? The exchange between sellers (supply) and buyers (demand) for particular goods or services is called a market. A market does not necessarily exist...
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...olives solely through mechanical or physical processes such as washing, draining, centrifuge and filtration so that there will be no alteration in their natural characteristic, no additives are added to the olive oil included in this group. Virgin olive oil is divided into three according to the Turkish Food Codex: Extra Virgin: Oleic acid of maximum 0.8%. Virgin: Oleic acid of maximum 2%. Ordinary Virgin: Oleic acid of maximum 3.3%. Virgin olive oil is recommended to be consumed raw mainly in salads and dressings. Refined Olive Oil |Obtained through refining of olive oil which is not suitable for direct consumption, acidity of this olive oil is below 0.3%. Refining| |is a kind of cleaning process which eliminates the undesired qualities of the oil. Refined olive oil is prepared to be consumed mainly| |by those who are not used to the sharp aroma of olive oil. | |Being a light kind of olive oil, it would be the most ideal and healthy choice for marinating vegetables, baking or frying | Pure Olive Oil Obtained by mixing refined olive oil and virgin olive oil, the maximum acidity of this kind of olive oil is 1.0%. Lighter in terms of color and aroma compared to extra virgin olive oil, pure olive oil is used for preparing all kinds of cold and hot dishes and for frying. Organic Olive Oil |Produced from Aegean olives cultivated according to natural methods through completely organic...
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...Introduction section to the end of the Conclusion section):2118 3 Executive Summary 4 Background 4 Objectives 5 Marketing Strategy 5 Product and Price 6 Place 7 Promotion 7 First Time Investors 8 First Home Buyer 8 SWOT 8 Internal 8 Strengths 8 Weakness 8 Opportunities 8 Threats 9 External 9 Strengths 9 Weakness 9 Opportunities 9 Threats 9 Sales Volumes, Market Share and Profit. 10 Target 10 Measures 13 Branch 13 Call Centre 13 Internet 13 Dashboard 13 Demonstration of success 13 References 15 Executive Summary This is a marketing plan that provides the details of a three month campaign designed to generate new leads, increase sales and drive up product usage for a Banks home loan product to two new segments. Through the implementation and iterative refocussing of below the line trigger programs along with in house analysis, new target markets have been identified, First time investors and First home buyers. The marketing plan discusses the current marketing situation with background on the market, product, competition and distribution. It includes details of the 4 P’s and incorporates a SWOT analysis as well as the expected sales volume. Demographics, market share and profit are also elaborated upon. Background The Bank has previously built profiles in refinancing and with Switchers. It is now looking to tap into the first time investor market and first home buyers whilst...
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...Marketing M.E-the actors and forces outside m.that affect m.manag.ability to maintain and develop successful relati.with target cust.Microe.-the actor close to the company that affect its ability to serv its cust.-the comp.,suppliers,m.intermediaries,cust.m.,compet. and public. 1)the comp.internal e.-top manag.-sets the co.mission,objectives,broad strategies and policies.finance-is concerned with finding and allocating funds to implement the m.plan.r&d-department focuses on designing safe and attractive products.Purchasing-worries about getting suppliers and materials for producing the desired quality and quantity of products.acc.-has to measure revenues and cost to help m.to achive its objectives.2)suppliers-firms and individuals that provide the resources needed by the co.and its competitors to produce goods and services.3)m.inter.-are firms that help the co.to promote,sell and distribute its goods to final buyers.they include resellers-firms that help the co.find cust.or make sales to them.physical dis.firms-help the co.to stock and move goods from their points of origin to their destinations.m.services agencies-are the m.resesrch firms,advertising agencies,meia firms and m.consultancies that help the co.target and promote its products to the right m.fin.inter.-include banks,creit co.,insurance co,and other bus.taht help finanve transaction or insure agains the risk associated with the buying and selling of goods.Cust m.-consist of indiv.and household that buy goods and...
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...9-502-040 OCTOBER 5, 2001 DOUGLAS B. HOLT Mountain Dew: Selecting New Creative Standing at the front of a PepsiCo conference room, Bill Bruce gestured enthusiastically, pointing to the sketches at his side. Bruce, a copywriter and Executive Creative Director, headed up the creative team on the Mountain Dew account for PepsiCo’s advertising agency, BBDO New York. In fact, it was Bruce who devised the famous “Do the Dew” campaign that had catapulted Mountain Dew to the number three position in its category. With his partner, art director Doris Cassar, Bruce had developed ten new creative concepts for Mountain Dew’s 2000 advertising to present to PepsiCo management. Gathered in the room to support Bruce and Cassar were BBDO senior executives Jeff Mordos (Chief Operating Officer), Cathy Israelevitz (Senior Account Director), and Ted Sann (Chief Creative Officer). Each of the three executives had over a decade of experience working on Mountain Dew. Representing PepsiCo were Scott Moffitt (Marketing Director, Mountain Dew), Dawn Hudson (Chief Marketing Officer, and a former senior ad agency executive), and Gary Rodkin (Chief Executive Officer, Pepsi Cola North America). Scott Moffitt scribbled notes as he listened to Bruce speak. Moffitt and the brand managers under him were charged with day-to-day oversight of Mountain Dew marketing. These responsibilities included brand strategy, consumer and sales promotions, packaging, line extensions, product changes, and sponsorships....
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