...MAN105- Principles of Marketing Final Marketing Plan December 12, 2010 Company: Sanrio Co. Ltd. I. Executive summary Hello Kitty was the name of a cartoon cat developed in 1974 by Sanrio Co. Ltd. (Sanrio), a Japanese company that sold character-branded goods in Japan and other parts of the world. Sanrio initially used the character to adorn petty merchandise like coin purses and pencil boxes targeted at small girls. However, after Hello Kitty became hugely popular, Sanrio extended the brand to a variety of other products. Sanrio Company, Ltd., based in Tokyo and with distribution throughout Japan and Southeast Asia, the Americas and Europe. In the Americas today, over 4,000 stores to sell Sanrio character merchandise. This includes Sanrio boutique stores Sanrio merchandise has many different kinds of categories including stationery, school supplies, bags, accessories, room décor, candy, and plush characters. The global toys and games market grew by 2.7% in 2008 to reach a value of $60.8 billion. In 2013, the global toys and games market is forecast to have a value of $69.1 billion, an increase of 13.7% since 2008. Sanrio’s marketing strategy is to raise the sale revenues in the increasing market condition as well as to maintain our loyal customers and attract more male customers; Sanrio will create different kinds of images of products to fit into different range of age, and repackage the old neutral characters such as Badtz-Maru (a male penguin), Keroppi(a frog), Shinkansen...
Words: 3792 - Pages: 16
...P3: Describe how a selected organization uses marketing research to contribute to the development of its marketing plans Market Research: Market Research is a systematic, objective collection and analysis of data about a particular target market, competition, and/or environment. It always incorporates some form of data collection whether it be secondary research (often referred to as desk research) or primary research which is collected direct from a respondent. The purpose of any market research project is to achieve an increased understanding of the subject matter. With markets throughout the world becoming increasingly more competitive, market research is now on the agenda of many organisations, whether they are large or small. Marketing Plans: Product specific, market specific, or company-wide plan that describes activities involved in achieving specific marketing objectives within a set timeframe. A market plan begins with the identification (through market research) of specific customer needs and how the firm intends to fulfil them while generating an acceptable level of return. It generally includes analysis of the current market situation (opportunities and trends) and detailed action programs, budgets, sales forecasts, strategies, and projected financial statements. Primary internal research: where the business conducts their own research internally - inside of the business. For example conducting interviews/questionnaires with the staff within the business...
Words: 1559 - Pages: 7
...| | | | | | | | |Daytona State College Cell phone Bomb Threat Seminar | | | Table of Contents Introduction & Background 3 Mission 3 Exercise Design & Evaluation Plan 4 Capabilities 4 Embry-Riddle Aeronautical University 4 Demographics 5 Residential Campus Student Demographics (Fall 2013) 5 Exercise Overview 6 Exercise Design & Development Plan 6 Exercise Needs 6 Exercise Purpose 6 Exercise Scope 7 Exercise Objectives 7 Participants 7 Players 7 Moderator 7 Facilitator 8 Mediators 8 Scenario 8 Initial Scenario 8 Secondary Scenario 12 Exercise Development 13 Exercise Timeline 13 Milestones and Tasks 14 Evaluation Guides (EEGs) 14 Capability 14 Capability...
Words: 4022 - Pages: 17
...MKTG MKTG ADDENDUM TO CHAPTER 2: COMPETITIVE ANALYSIS It is nice to have valid competition; it pushes you to do better. – Gianni Versace (Fashion Designer) 1 Developing a Framework for Competitive Analysis Before developing a marketing strategy, a firm needs to complete an external analysis, looking at social, demographic, economic, technological, political/legal and competitive factors, as outlined in Chapter 2. As the textbook states on page 26, management has little control over the competitive environment in regards to what is faced by a firm. This does not imply, however, that the analysis of competition is a fruitless activity. In fact, understanding the actions of competitors can be a key component in developing a company’s own strategies. If a company is to develop a competitive advantage that will form the basis of any strategy, it must first understand the competitive environment in which it can create such an advantage (called Competitor Analysis). Then, it must understand the product choices currently available to potential customers (called Competing Products Analysis). Competitor Analysis First, a company must understand the types of competition it will face. In order to find the current and potential competitors in a marketplace, a firm must be able to differentiate the various types of competition: direct and indirect. Direct competitors are those branded or product-based competitors that have created direct substitutes to what a company is offering...
Words: 3210 - Pages: 13
...Submitted to: Submitted by: Angie Dorchak, Owner Katelyn Clouser Pursona, LLC Marketing Experts 6501 Whitesville Rd, Ste. 200 Columbus, GA 31904 EXECUTIVE SUMMARY Hello Sole Sisters! As an avid customer of Pursona’s I come to you today to present a plan in which I hope will gain you many more customers and fans. In the past snail mail, television advertisement, and billboards used to be the way to market. In this day and age technology is taking over more and more. Did you know there is 1.35 billion users on Facebook? 284 million on Twitter? 540 in Google+? Imagine if you were using all of these outlets efficiently. Now I understand it costs time, energy in posts, and the knowledge of each outlet but that is why am I here today. Although Pursona is already users on many of these media outlets improvements and new techniques can be used to attract consumers from all over the nation. By using my services, I plan to improve your Search Engine Optimization, boost your Facebook and Twitter interactions, and expand upon the use of other social media outlets. But most importantly I plan to generate a larger amount of revenue from these outlets. If you’re still with me, please take a glance below as I will go more into each of these categories in detail. Target Market After researching the target market of many competitors and that of Pursona, I have come to the determination that there are three main target market groups we need to focus on when marketing...
Words: 3087 - Pages: 13
...business you selected. As an entrepreneur one must be willing to take risks and face uncertainty in order to pursue an opportunity and to make a profit (Scarborough, 2012). 7-Eleven is a very successful brand and franchise that is known worldwide. As a frequent patron of this established, an opportunity has been identified to directly compete with 7-Eleven. As a competitor in the convenience store market the establishment would be called G’s Stop N’ Go. As a direct competitor, research is necessary to understand the strengths and weaknesses of 7-Eleven to be able to compete and make effective decisions. From state to state and city to city 7-Eleven’s can be found everywhere are very visible and known. But based on the companies SWOT analysis a weakness that has been identified was the hacking of ATM machines that negatively impacted consumers’ loyalty (7-Eleven, Inc., 2013). FBI has investigated the case and stated that a Citibank server that processes ATM withdrawals at 7-Eleven convenience stores had been breached. ATMs hackings at 7-Eleven stores reflects the company's weak application security system (7-Eleven, Inc., 2013). To take advantage of this weakness, G’s Stop N’ Go would have industry proven application security system that are secure and up-to-date. That way customers can make purchases and use the ATM to make transaction without fear of hacking. Next G’s Stop N’ Go must have a wide selection of products at different price points to serve a wide range of customers...
Words: 2530 - Pages: 11
...provides. Thanks to that, the result is the broad, both general and detailed view about Domino’s Pizza Company with its market segment, target customers, positioning and the ways it executes its service process through closing the provider gaps to better serve its customers. From that, we have drawn some conclusions and given out some proposals for Domino’s Pizza to further modify its service to match the unique features of Vietnamese customers and market. CONTENT SYNOPSIS i CONTENT ii ACKNOWLEDGEMENTS iii INTRODUCTION 1 COMPANY INTRODUCTION 3 LITERATURE REVIEW 5 MARKETING ENVIRONMENT AND SWOT ANALYSIS 7 I/ Marketing environment: 7 1. Microenvironment: 7 2. Macroenvironment: 8 II/ SWOT analysis: 9 CUSTOMER-DRIVEN MARKETING STRATEGY 11 I/ Market Segment: 11 II/ Target market: 11 III/ Differentiation: 11 IV/ Positioning: 12 PROVIDER GAPS ANALYSIS 13 I/ Gap 1 - The Listening Gap: 13 1/ Marketing Research: 13 2/ Upward Communication: 15 3/ Customer Relationship: 17 4/ Service Recovery: 19 II/ Gap 2 – The Designs and Standards Gap: 21 1. Poor service design: 22 2. Absence of customer- driven standards: 23 3. Inappropriate physical evidence and servicescape: 24 III/ Gap 3 – The Performance Gap:...
Words: 9665 - Pages: 39
...www.it-ebooks.info Python Network Programming Cookbook Over 70 detailed recipes to develop practical solutions for a wide range of real-world network programming tasks Dr. M. O. Faruque Sarker BIRMINGHAM - MUMBAI www.it-ebooks.info Python Network Programming Cookbook Copyright © 2014 Packt Publishing All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embedded in critical articles or reviews. Every effort has been made in the preparation of this book to ensure the accuracy of the information presented. However, the information contained in this book is sold without warranty, either express or implied. Neither the author, nor Packt Publishing, and its dealers and distributors will be held liable for any damages caused or alleged to be caused directly or indirectly by this book. Packt Publishing has endeavored to provide trademark information about all of the companies and products mentioned in this book by the appropriate use of capitals. However, Packt Publishing cannot guarantee the accuracy of this information. First published: March 2014 Production Reference: 1190314 Published by Packt Publishing Ltd. Livery Place 35 Livery Street Birmingham B3 2PB, UK. ISBN 978-1-84951-346-3 www.packtpub.com Cover Image by Gabrielay La Pintura (linaza100@hotmail...
Words: 36383 - Pages: 146
... strategy *Marketing Mix 3.CHAPTER ± III *Research Methodology 4.CHAPTER ± IV *Marketing survey & Data Analysis 5. CHAPTER ± IV *SWOT Analysis *Recommendations *Suggestion 6.CONCLUSION 7.LIMITATION 8.BIBLIOGRAPHY 9.QUESTIONNAIRE [pic] [pic] [pic] CHAPTER-I INTRODUCTION A soft drink is a beverage, often carbonated, that does not contain alcohol. (Carbonated soft drinks are more commonly known as soda,pop, tonic,or soda pop in parts of the United States and Canada, or fizzy drinks in the U.K.; sometimes called minerals in Ireland) The name "soft drink" specifies a lack of alcohol by the way of contrast to the term "hard drink". The term "drink", while nominally neutral, often carries connotations of alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit punch are among the most common types of soft drinks, while hot chocolate,hot tea, coffe, milk,tap water, alcohol, and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non- caloric sweeteners SCOPE OF PROJECT 1. Detailed study of the non carbonated soft drinks industry in India 2. Analysis of Frooti’s performance against the other prevailing noncarbonated soft drinks brands in the country. 3. Analyzing consumer...
Words: 6101 - Pages: 25
...Table of Contents 1. Introduction- 2 2. Project Definition 2 3. Project Objective 2-5 a. Operational b. Financial c. Marketing d. CSR 4. Stakeholders and Analysis 6 5. Legal and ethical Considerations 6-7 6. Project Schedule 7-9 7. Resources 10-11 8. Budget 11-15 9. Risk Management 15-16 10. References 16-17 1. Introduction Woolworths is one of the largest retailing companies in Australia. It deals with food and staples. Mr Grant O’Brien is the Managing Director of this company. It holds 190,000 employees across Australia and New Zealand. As it is one of the largest companies in Australia although it’s not a manufacturing industry, it’s indirectly impacting on the environment by producing CO2 through its operation by consumption of electricity and wastage product produced through its day to day operation. By taking this in mind, we decided to work under Woolworths and help it to reduce its carbon emission that is affecting the environment and community as a whole. Therefore, our project will be focused on reducing the impact of carbon emission that is emitted from the day to day operation of Woolworths. 2. Project definition Project “Hello Green” will be fully committed towards the green. Therefore this project will be taking substantial steps to address to today’s emission by reducing the energy uses, focusing on recycling and reducing its...
Words: 3456 - Pages: 14
...160 practicals tips in management One of the features of contemporary speed and acceleration of the life and work has taken . in this connection 160 tip and executive management for the study managers and supervisors and all individuals that deal directly with individuals and organization have provided. Review of the dozens of books and scientific work in this regard is. 1-do not insist on a certain ways of doing thing , maybe some one can make you a shorter and better route to reach the destination. 2-note the no one has the knowledge and experience alone do not help either ,critical solution and exceptional knowledge and experience can be created. 3-use every opportunity to recruit and employ outstanding individuals . 4-remember to effective employee performance standard in the workplace . 5-futile to differentiate between what motivates a group of the calling. 6- do not hesitate to consult and advice to young workers. 7-do not abuse the trust of theirs subordinates to act contrary. 8-be diligent in making health competitive environment. 9-to improve their productivity and increase employee knowledge and training aids arranged from the grid. 10-note signing rebuke employee shall be determined in accordance with mistakes. 11-make sure you have considered purchasing agents for the technician and follow the true principles of marketing trusted, as bright and stylish as well and is looking good as the price and quality of care the focuses on beauty. 12. say no with...
Words: 2600 - Pages: 11
...Case Studies Solutions Case Studies Solutions,Article Writing,Assignments,Research Work,Home Work MenuSkip to content Home How We Work ? Refund Policy How to Order ? Disclaimer Contact Us Finance Cases List POSTED ON MARCH 8, 2013 Hello, If u want us to solve any case study from below list, do contact us anytime, We are here to provide the experience, expertise, and professionalism that you are looking for , Our tutors are available 24/7 to assist you what you need, Click Here to submit your Order. ======================================================================================= Acquisition of Consolidated Rail Corp. by Benjamin C. Esty Airbus A3XX: Developing the World’s Largest Commercial Jet by Benjamin C. Esty American Chemical Corp.by William E. Fruhan, John P. Goldsberry American Home Products Corp.by David W. Mullins AQR’s Momentum Funds by Daniel B. Bergstresser, Lauren H. Cohen, Randolph B. Cohen, Christopher Malloy Arundel Partners: The Sequel Project by Timothy A. Luehrman AXA MONY by Andre F. Perold, Lucy White Beta Management Co. by Michael E. Edleson Butler Lumber Co. by Thomas R. Piper Cartwright Lumber Co.by Thomas R. Piper Citigroup 2007: Financial Reporting and Regulatory Capital by Edward J. Riedl, Suraj Srinivasan Clarkson Lumber Co. by Thomas R. Piper Cooper Industries, Inc. by Thomas R. Piper Cost of Capital at Ameritrade by Erik Stafford, Mark L. Mitchell Debt Policy at UST, Inc. by Mark L. Mitchell Dell’s Working Capital...
Words: 3635 - Pages: 15
...STATA USER’S GUIDE RELEASE 13 ® A Stata Press Publication StataCorp LP College Station, Texas ® Copyright c 1985–2013 StataCorp LP All rights reserved Version 13 Published by Stata Press, 4905 Lakeway Drive, College Station, Texas 77845 Typeset in TEX ISBN-10: 1-59718-115-3 ISBN-13: 978-1-59718-115-0 This manual is protected by copyright. All rights are reserved. No part of this manual may be reproduced, stored in a retrieval system, or transcribed, in any form or by any means—electronic, mechanical, photocopy, recording, or otherwise—without the prior written permission of StataCorp LP unless permitted subject to the terms and conditions of a license granted to you by StataCorp LP to use the software and documentation. No license, express or implied, by estoppel or otherwise, to any intellectual property rights is granted by this document. StataCorp provides this manual “as is” without warranty of any kind, either expressed or implied, including, but not limited to, the implied warranties of merchantability and fitness for a particular purpose. StataCorp may make improvements and/or changes in the product(s) and the program(s) described in this manual at any time and without notice. The software described in this manual is furnished under a license agreement or nondisclosure agreement. The software may be copied only in accordance with the terms of the agreement. It is against the law to copy the software onto DVD, CD, disk, diskette, tape,...
Words: 66820 - Pages: 268
...Plan For A Product Of Innocent Drinks Marketing Essay The report describes the marketing plan for the repositioning of the product “This Water” offered by “Innocent Drinks”. Company was founded in 1999 and offers smoothies and flavoured spring water in Super markets, coffee shops, cinemas and other outlets in UK and other countries. Company has decided to re-launch its existing product “This Water” in the cinemas in the UK with the new name “This Water Plus”. This report covers the marketing plan and marketing strategies to reposition the product. The period for the marketing plan is set from 2nd January 2011 to 1st September 2012. All the effecting factors are consider while planning the plan including current world and specifically UK economic position after recession as UK economy is still in process to gain its recovery position. Innocent Drinks has improved the design and packaging of its product to make it more attractive and focused on the corporate social responsibility. They used recycled material for the packaging and also contributes portion of the profit towards charitable work. They have targeted the UK cinemas to offer this product. Innocent Drinks is a UK based company established in 1999 by three Cambridge graduates. Its main business is producing smoothies and flavoured spring water. Company sells its products in supermarkets, cinemas and coffee shops. It has branches in UK, France, Austria, Denmark, Amsterdam, Brussels and Germany. Company enjoys 71% of UK...
Words: 16623 - Pages: 67
...environment of financial reporting in the United States and explain the importance of generally accepted accounting principles. Explain the meaning and purpose of a balance sheet and the items that appear in the balance sheet. Determine the interrelationship among the basic financial statements. Analyze the relationship between certain items in the balance sheet and the income statement with the help of ratio analysis. Evaluate the way that different assets, liabilities, and stockholders' equity items are presented in a balance sheet. Given an annual report, the student should be able to read, understand, analyze, and explain a B company’s Income Statement to other decision makers and use the knowledge and skills to make business decisions. Key Concepts Explain the meaning and purpose of an income statement and the items that appear in the income statement. Determine the interrelationship among the basic financial statements. Analyze the relationship between certain items in the balance sheet and the income statement with the help of ratio analysis. Evaluate the way that different revenues, expenses, gains, and losses are presented in an income statement. Given an annual report, the student should be able to read, understand, analyze, and explain a C company’s Statement of Cash Flows to other decision makers and use the knowledge and skills to make business decisions. Key Concepts Explain the meaning and purpose of a statement of cash flows and the items...
Words: 125075 - Pages: 501
