...CONSUMER BEHAVOR BPMM3013 TABLE OF CONTENT PART A 1.0 INTRODUCTION ....................................................................................................2 1.1 What is the company? 1.2 Products and Brands 1.3 Targeted Consumers 1.4 Reasons of Choosing The Product PART B 2.0 CONSUMER PSYCHOLOGY FACTOR .............................................................5 2.1 Consumer Individual Factor 2.2 Motivation and Goals 2.3 Brand Personality 2.4 Consumer Imaginery PART C 3.0 MESSAGE APPEALS ...........................................................................................17 PART D : SUGGESTIONS ……………………………………………………………………20 PART E : CONCLUSION …………………………………………………………………….21 1 1 CONSUMER BEHAVOR BPMM3013 1.0 INTRODUCTION 5 Gums is a brand of sugar-free chewing gum that is manufactured by the Wrigley Company. The name "5" hints at the five human senses with the ad slogan "Stimulate Your Senses" and "Everybody Experiences it Differently”. 5 gum was introduced to United States markets in March 2007, in Canada in January 2008, in Russia, Europe and Australia in 2009, in China, India, Italy, Israel, Thailand, and Malaysia in 2010 . As what had been mentioned earlier, 5 Gums is a chewing gum brand which was established in Malaysia since 2010. The sophisticated element carried by the company had made many Malaysian really eager on what is exactly 5 Gums is all about plus the pro and con. 1.1 What is the company? Wrigley Company...
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...TABLE OF CONTENT PART A 1.0 INTRODUCTION2 1.1 What is the company? 1.2 Products and Brands 1.3 Targeted Consumers 1.4 Reasons of Choosing The Product PART B 2.0 CONSUMER PSYCHOLOGY FACTOR5 2.1 Consumer Individual Factor 2.2 Motivation and Goals 2.3 Brand Personality 2.4 Consumer Imaginery PART C 3.0 MESSAGE APPEALS17 PART D : SUGGESTIONS ……………………………………………………………………20 PART E : CONCLUSION …………………………………………………………………….21 1.0 INTRODUCTION 5 Gums is a brand of sugar-free chewing gum that is manufactured by the Wrigley Company. The name "5" hints at the five human senses with the ad slogan "Stimulate Your Senses" and "Everybody Experiences it Differently”. 5 gum was introduced to United States markets in March 2007, in Canada in January 2008, in Russia, Europe and Australia in 2009, in China, India, Italy, Israel, Thailand, and Malaysia in 2010 . As what had been mentioned earlier, 5 Gums is a chewing gum brand which was established in Malaysia since 2010. The sophisticated element carried by the company had made many Malaysian really eager on what is exactly 5 Gums is all about plus the pro and con. 1.1 What is the company? Wrigley Company is the one which is responsible in creating this 5 Gums all over the world and was established by William Wrigley Jr. Wrigley is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, and lollipops. With operations in approximately 50...
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...television channel owned by Viacom. In each region MTV is in it aims to target the youth, specifically teenagers, via specifically created shows to appeal to the specific region they are in. MTV currently broadcasts in more than 170 countries and in 32 languages. There are 136 distinct MTV channels and 230 different web sites. This allows MTV to target each region specifically and develop different programming for each region, as what the youth enjoys varies greatly by region. MTV first launched in 1981 as a basic cable channel dedicated to music in the United States of America. The original target market was young adults, specifically those aged 15-34 as this would allow them to target at least one quarter of Americans. The channel was hosted by VJs, or video jockeys. MTV began to expand outside of the US market by entering the European market in 1987. They then began to expand even further around the world, specifically the Asia Pacific region, focusing on India and Pakistan. MTV India was launched in 1996. Launch of MTV India MTV India had a first mover’s advantage in India as it arrived before any of its competition. However, they first made the mistake of simply coming to India as MTV, with no changes to their model or programming. They quickly figured out they would have to develop new programming for this new region as Indian teenagers did not have the same taste in music as American teenagers, as they did not enjoy rock or rap music. Alex Kuruvilla, the head of MTV India...
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...fiercely competitive industry as the retail clothing business? In the following report, I attempt to cast some light on some of the approaches that account for the success and reputation of the company and that have enabled it to remain competitive over the years and across markets in which it operates. I also seek to raise some of the drawbacks related to those approaches in terms of risk for the business. Practice of Market Orientation The practice of market driven marketing rests upon the core idea of generating and offering value to a particular target market better than competitors, which in turn will enable the company to grow and be successful.[1] Generally a market oriented strategy involves focusing on the buyer’s needs and determining the best means by which the consumer will be satisfied. As we will see in the next section, a market oriented strategy begins with identifying a particular target group within a segment and then focusing efforts in understanding and delivering value to that group to achieve customer satisfaction. This approach presents the challenge of actually identifying customer needs that can vary from being obvious and explicit to subtle and not actually expressed. The implication for marketers, seen within this framework, is to be able to anticipate and even to some extent be prepared to cater to needs that are not...
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...The Onset of Consumerism on our Youth through Massive Advertising By June 16, 2014 ENGL 101 – B17 LUO Professor Sholes Associates of Arts – Religion Turabian Format Philippians 4:19 reads “but my God shall supply all your need according to his riches in glory by Christ Jesus”. Twenty different translations of this text and not once does it mention God supplying wants. Yet, advertisements teach the youth of America today that they should have all of their wants, not just needs. Advertising agencies, through massive and expensive efforts, have infused the idea of ultra-consumerism into the lives of American youth as evidenced by the priorities and ideals exemplified by children at young ages and as adults. Companies have recognized the deep influence of advertising on young Americans as evidenced by their massive amounts of money and effort spent on targeting children. It is not hard to imagine that companies would see children as a true market for their products. In fact, children under eighteen years old being considered consumers is a widely accepted viewpoint. Even as far back as 1958, an American youth, a teenager in particular, was being referred to as a “merchandising frontier.” In 1998, advertising agencies spent $2 billion specifically towards children in order to promote their products. This formidable amount of funding translates to a significant amount of influential ad time. The astounding 40,000 commercials a child views in a year make up approximately...
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...advertising theory in the twentieth century, who back in the 1920s, reminded us that the Latin root for advertising is advertere. This roughly translates as ‘to turn towards'. L.E Boone and D. Kurtz, (1998) Advertising is a specific type of marketing that brings a product to the attention of consumers and may be delivered through a variety of media channels such as television, radio, print, billboards, personal contact and the internet. Advertising is a very effective method to convey the company's message to its target market. In olden days there was no such concept of advertising because people would only buy products. They were only concerned about the utility of the product. The scenario changed with the passage of time and the marketers started something different. They associated the products with emotions, life style, style etc. With the passage of time the market got bigger and it was difficult to have one product for all the market so the marketers divided the markets into different groups having different needs and wants. This method is known as segmentation. So the market segment I am going to discuss that's affected by advertising is the youth. 1.2 Impact on Youth J. M. McGinnis et al (2006); The term youth marketing used in the marketing and advertising industry to describe activities to communicate with young people, typically in the...
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...* ------------------------------------------------- MCDONALD’S RESEARCH * ------------------------------------------------- * ------------------------------------------------- Identify the key characteristics of the products and/or services and their significance to the market. The McDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries.[4][5] Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27 percent over the three years ending in 2007 to $22.8 billion, and 9 percent growth in operating income to $3.9 billion. McDonald's primarily sells hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, milkshakes, and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies, and...
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...today's business to use SWOT to analyse the internal and external issues that would help to address this concern. The SWOT Analysis inspects the Strengths and Weaknesses of a company as well as the Opportunities and Threats in the environment this company functions in. SWOT Analysis is used by many companies to assess their status quo and make choices regarding their upcoming plan. (Business.wikinut.com, 2014) ‘S’ refers to strength and ‘W’ refers to weaknesses that categorized as internal factors while ‘O’ that refers to opportunities and ‘T’ that refers to threats can be categorized as external factor such as environment factors. Aim of assignment This assignment tends to conduct a SWOT analysis to PUMA and it also seek to apply 4P’s marketing mix that refers to price, product, place, and promotion to PUMA. Company...
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...SWOT Analysis on Electronic Arts Sports [] [Name of Instructor] [Course Title] [Date] Background of the Company Electronic Arts (EA) are an international organization that deals with the development, marketing, publishing and distribution of video games all over the world. US census bureau identified electronic arts as software publishers industry. EA is well-established and independent producers of video games and according to the study by Thompson (2007), EA made global market up to $35 billion. In 2005, it was observed that the US made sales up to $7 billion along with the video games made by EA, and this amount was predicted to grow more in order, to set a record. The prediction was made on the analysis that retailers would be purchasing an Xbox 360, Sony’s new play station and Nintendo Wii in bulk. But, unfortunately, the originality of new consoles tapered off and a decline in sale was observed by 2010. There are various factors that contribute to progress the popularity and demands of video games among masses. Likewise, these video games were made, themed and styled to satisfy needs of all age groups specifically youth. Secondly, graphics play an important part in expanding the fame and demand of video games. EA showed a tremendous growth in the global market by meeting the needs of customers and by marketed the items properly, exactly according to the increasing budgets, sale promotions and advertisement levels. The growth of the company is evidenced...
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...3. Youth employment and unemployment in Sri Lanka…………………….7 4. Policies for youth unemployment……………………………………….11 Supply side: improving human capital Education and training Guidance and counseling Job placement and labor mobility Demand side: creating job opportunities Job creation and public work Job prospects for youth in information economy Promoting self-employment and supporting small enterprise 5. Conclusion………………………………………………………………20 6. Bibliography…………………………………………………………….21 Introduction Out of all the precious resources of our country, the most important resource is the human resource. Let me give you some figures: Sri Lanka’s population is 19.7 million and it is expected to increase up to 22 million during the next 10 years. Our labour force is 8 million. Young men and women in Sri Lanka account for 18.5 % of the population. Unemployment rate of the country at present is 7% and of which youth unemployment between ages 16-24 is 22%. Sri Lanka for decades is facing major challenges in providing employment and meeting aspirations of the youth. Economic policies during the past few decades have contributed to the economic growth, at present it is 6.5 - 7%. However, benefits of growth have not reached many segments of the population and sufficient domestic entrepreneurship development has not taken place among the youth. Lack of entrepreneurial culture of the youth and thus queuing for public sector employment is the present day scenario. Youth unemployment...
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...ANALYSIS INTRODUCTION SITUATION ANALYSIS COMPANY DESCRIPTION Lotte Co. was originally established in June 1948 in Japan with the aim to provide an internationalization and diversification products and services to customers (Lotte Co. Ltd. 2012). In 1967, Lotte Co. Ltd. expanded their market to Korea, established Lotte Group to offer a modernized food industry and a high-standard lifestyle to their customers (Lotte Group 2012). Nowadays, Lotte has grown into a global company with offices in more than 50 countries worldwide, various sectors and approximately 4,700 employees (Lotte Co. Ltd. 2012). Food and Beverage is still the forte of Lotte Group and has a stable development in the global market especially Japan, China, Russia and Vietnam. In 2011, Lotte had earned ¥522.0 billion in total (Lotte Co. Ltd. 2012). Lotte entered Vietnam market with their forte – food and beverage. However, it is not until December 2008 that Lotte started investing into Vietnamese market, with the establishment of the first Lotte Mart in Ho Chi Minh City. In Vietnam, with KFC, Lotteria is the main player in fast-food franchising business (Tuoi Tre 2012). Lotte’s mission is to create high – quality services and products contributing to an abundant life for their customers through creativity exploration and challenge confrontation. PRODUCT DESCRIPTION According to Lotteria 2012, Lotteria is the leader in the Korean fast-food industry with 550 billion won sales in 2009. Firstly appeared...
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...Abercrombie & Fitch Marketing Assignment Executive Summary Established in 1892, Abercrombie & Fitch marketing strategy has always been to target those between the ages of 18 and 22. A&F’s gross sales have been $539 million in 2008; however sales have dropped by 5% from the previous year due to the recession. In order for sales to improve our marketing consulting team has developed an internal analysis, which identifies, assesses, predicts, and accommodates the human resources, technology, finances and operations that A&F possesses. The internal analysis explains how these possessions, which have helped the organization until present time, can be used to help increase sales during this recession. Furthermore, the report analyzes A&F externally showing what kind role each factor, such as price and quality, plays in A&F and its competitors. The external analysis describes the political, economic, social, and technological factors in A&F’s environment and how each of these factors can be used for the benefit of the company during this recession. To further clarify A&F’s positioning, a perceptual map has been developed in which A&F shown as a high priced and high quality retail organization. It can be noted at this point that all of A&F’s competitors are willing to promote its employees and give discounts while A&F chooses not to, and yet they have the highest drop in sales growth. Moreover, the report’s most important part being the...
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...The impact of English loanwords on the Russian lexis for the recent decades Introduction Russian people for a long time have been involved into the political, commercial, scientific and cultural relations with other nations. At the same time the Russian language has been replenished with words from other languages. Loanwords from ancient languages Greek and Latin, words from Dutch, German, Polish, Ukraine and other languages mastered the Russian language in different historical periods without prejudice to its national identity, but rather enriched and expanded its range. Those words named new things, products, concepts, etc. Russian language vocabulary contains approximately 10% of borrowed words, most of which are nouns (Proshina (2006). Among those borrowings are many words from the English language. The most considerable penetration of English words in Russian language is observed in the late 80's - 90's of the last century with changes in political, economic, cultural and moral orientation of society. The Reconstruction and the collapse of Soviet Union have brought considerable changes both as in foreign policy relations so as in the lexical sphere of Russian language. This period is characterized by the democratization of the socialist governance of the country to the Western model. The reconstruction in the political structure of governance had played an important role in the appearance of words such as: president, vice-president, minister, prime-minister, mayor...
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...Final Marketing Plan MKT/421 February 20, 2014 Robert Thompson Final Marketing Plan for Pepsi GO Tea The history of Pepsi-Cola dates back to 1902 when a young pharmacist named Caleb Bradham began experimenting with mixing a combination of juice, spices, and syrups to create a new and refreshing drink to satisfy his customers. In these efforts, he succeeded beyond all expectations inventing the beverage know today as Pepsi-Cola. Our goal is to be the leading producer of healthy products to include our new Go-Tea. Pepsi explored the market and will now launch a new tea for its customers. The Pepsi Go-Tea “will offer a healthier choice of tea containing low sodium, no fat, carbonation, or sugars which is a major concern for the consumer (Tea Fact Sheet, 2013).” Pepsi will make its first priority to appease to the taste of the consumer and to ensure a healthy drink is produced in the most environmentally safe containers. Team B will introduce a new tea, named “Pepsi GO Tea.” Although the Brisk product is a subsidiary of PepsiCo, the company is looking to launch a new product named Pepsi Go Tea. This new tea will be different because the oils that produce the flavor for the teas normally diminish over time. PepsiCo will use loose tea leaves opposed to rudimentary tea bags. The loose tea leaves enable room for the tea leaves to swell and expand with room to infuse their flavors. In contrast, tea bags do not render such an option based...
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...status and non status seeking teenagers Ian Phau and Yip Siew Leng The School of Marketing, Curtin University of Technology, Perth, Australia Abstract Purpose – The purpose of the current research is to determine if status and non-status seeking Australian teenagers differ in their attitudes toward buying domestic and foreign (i.e. Italy, Japan, China) luxury brand apparel. Design/methodology/approach – A total of 365 teenagers participated in this study through a self-completed questionnaire. Fishbein’s Multi-Attribute Attitude Model was used to measure and compare attitudes toward buying domestic and foreign made apparel. Repeated measure ANOVA and t-tests were utilized to examine whether the groups differed with regards to their attitudes toward buying luxury brand apparel, using a comparison of apparels “Made in Australia” with those “Made in Italy”, “Made in Japan” and “Made in China”. Findings – The research findings indicate that status-seeking teenagers have overall, a more positive attitude toward foreign luxury brand apparel as compared to Australian luxury brands, with the exception of Chinese brands. On the other hand, non-status seeking teenagers reported that they have more positive attitude towards Australian brands than foreign brands, and consider Australian luxury brands superior to all three foreign brands with regards to ease of care and comfort. Research limitations/implications – The findings is only limited to Australian teenagers and cannot be generalized...
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