...STALL # 17 MARKET DAY IMPLEMENTATION: MARKETING PLAN SUMMARY AMB240 Marketing Planning and Management Tutorial 5: Dominic Kauter Wednesday 2pm Composed by Shelley Lee | n8606081 | Keegan Sutherland | n8827419 | Taylor Willmott | n8620199 | Gina Theron | n8002266 | Ellyse Sainty | n8879800 | PRODUCT Berried offers Byron Bay Chocolate Factory’s gourmet chocolate coated fruit and nut and fresh, high quality strawberries packaged in a small take-away Chinese container. The product has altered slightly in that Berried does not offer the strawberries pre-dipped. This is a conscious decision made by the marketing team to make the product a tangible item and an attractive gift option for Mother’s Day on the following day (May 11th). The product maintains its luxury branding throughout its product, price, promotion and distribution strategies. MISSION STATEMENT “At Berried, we are committed to supplying our customers with both gourmet chocolate and fresh, high quality strawberries in a unique manner” MARKETING TEAM Shelley Lee (Marketing Manager) Keegan Sutherland (Product Manager) Taylor Willmott (Pricing Manager) Gina Theron (Distribution Manager) Ellyse Sainty (Promotion Manager) KEY COMPETITORS 1. Silver Spoon (Stall no. 49) Located on the other side of the market space, potentially attracting customers that do not see Berried’s stall first. Fudge brownies often contain chocolate, being one of Berried’s major ingredient, therefore...
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...would endure if they leave a particular brand, organisation or service that has been serving them for a period of time . This is further proven by (BusinessDictionary.com, 2015) where switching costs are costs that a customer need to face when changing to another brand or supplier especially when the previous brand has been fulfilling and satisfying the customers’ needs and wants. Thus, switching to another brand or supplier may prove to be risky as there a chances that the new brand or suppliers would not fulfil the customers’ needs, wants and characteristics. According to (Olou.L.P, 2014), there are several types of switching costs. This includes search cost, learning cost, financial cost, risk costs and etc. This is further proven by (BuyersMeetingPoint, 2015) whereby emotional costs, psychological risk, search costs and etc. are types of search costs. There are 3 types of switching costs that are related to Baskins Robins. These are emotional, social and financial costs. Emotional costs can be defined as how interacted and connected are the customers towards a particular brand (Knight.W, 2015). This may include personal experiences or word of mouth. Moreover, according to (Knight.W,2015), there are statistical evidence that customers usually completes a transaction 20% based on intellectual and 80% based on emotional senses. This is very important as different customers have different needs, wants and desires. Only a certain brand or supplier can satisfy their needs and...
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... | |Assessment Date/s | |Date | | The Assessment Task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor. Submit this document with any required evidence attached. See specifications below for details. Performance objective The candidate must be able to demonstrate a broad knowledge of research concepts, methods and processes. Assessment description The task is a case study with questions that assesses if the candidate has acquired the underpinning knowledge and skills required to gather, organise, analyse and present research information in the work place. Procedure 1. You have 5 minutes of reading time before you begin the test and 30 minutes to complete the case study questions. 2. You can ask your assessor if you are unsure about any questions. 3. You are to answer all of the questions in the time provided to you by your assessor. 4. When you have completed the study, advise your assessor who will collect it from you. Specifications • Written answer • Answer all of the questions completely • Answers must be legible, with correct spelling and grammar. Case study: Kerr Deliveries Robert Kerr had run a successful delivery company in NSW since 1995...
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...Two Business on our doorstep – Continued P3 and P4 I will carry on looking at the 2 businesses; Asda and RSPCA. I will be describing the business organisation, an explanation of the style of the organisation within the business and how it helps them to fulfil their purpose. An organisational structure enables a business to meet their purposes, it divides up the work and establishes lines of control and community. Dividing up work allows a clear understanding of who is doing what. The organisational structure is often a chain of command or line of control and sets out important aspects of how communication takes place. The organisational structure controls organisational activities to avoid conflict and individuals making decisions. The structure depends on the organisations objectives, purpose and strategy. The top layer of the structure usually has the most power and control of the businesses decisions.[1] There are several different organisational structures, these include flat, hierarchical and matrix. They all are in place to make sure that the business is set out in a clear way and is easier to see who is above who. The difference between hierarchical and flat structure is that there may only be two or three levels in a flat structure because they are designed for small businesses like a local hairdressers. [2]The matrix structure is where the employees have dual reporting relationships, generally to both a functional manager and a product manager. It is not set out...
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...is trying to build its reputation as an organisation committed to: * Environmental and sustainability issues * Improving health and well-being * Maximising values to create profits II. Objectives The objectives provide the overall course of the program and what should be achieved. Uniliver has got three objectives which will be stated in terms of program outcomes rather than inputs. 1. To encourage a challenging, worthwhile, and fulfilling work environment for our employees by building mutual respect, self-belief, and confidence in our personal relationships based upon commitments to truth, frankness, and competency; but also to provide tools to support constant delivery of the brand promised with every point of contact to reinforce brand experience. 2. To be an asset to every community we work in by undertaking thorough researches and developing programs designed to developing new products geared towards health , well-being and nutrition, but also by lending effort and support to worthy cases, encouraging efforts in the direction of making communities better places to live and work in. 3. To...
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...GCSE Motivation Business Project GCSE Motivation Business Project 2012 Jamie Sissons 10R 2012 Jamie Sissons 10R I have chosen to use the Marriot hotel company in my GCSE Business Studies Project, as I went on a trip to one of their hotels and we learnt a lot about how they look after staff and how they believe that “if you look after your staff they will look after your customers.” I have chosen to use the Marriot hotel company in my GCSE Business Studies Project, as I went on a trip to one of their hotels and we learnt a lot about how they look after staff and how they believe that “if you look after your staff they will look after your customers.” Introduction Introduction Marriott is the 71st best place to work in the world this is mainly because of the massive discount and free facility use given to staff. For example staff are given a campus card witch they can use in all Marriot hotels anywhere in the world witch will give them 25% off of food and beverages, 10% off of accommodation and free use of the gym and luxury lounges. Staff are also entitle to 50% off of the five most local hotels to where they live and work. Marriott is the 71st best place to work in the world this is mainly because of the massive discount and free facility use given to staff. For example staff are given a campus card witch they can use in all Marriot hotels anywhere in the world witch will give them 25% off of food and beverages, 10% off of accommodation and free use of the gym...
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...BBSBSINN301A Project Promote innovation in a team environment Task 1 A] Appendix 1 has been reviewed and highlighted the interesting characteristics of every individual. B] The team members that I would have in the initial phase are Li and David. The reason being that initial stages of any process are more about drafting and planning stages and these two have the visionary and innovative acumen that can create great ideas and drafts for later refining. C] Team goals 1. Create innovative marketing campaign 2. Organise an opening event 3. Incite tasting trial Goal number one was chosen as this is the first step into differentiation and penetration strategy if the business brand is to be recognised. It will be achieved by harnessing the innovative brains and visionary strategies of the two team members. Goal number two was chosen as this opening event will create a buzz and curiosity within our target market. This will be achieved by having all team members organising a special one off opening ceremony. Goal three was chosen because it solidifies the other first two goals and will create good word of mouth if customers like our Cafelato. D] Each team member will contribute to the team goals by bringing in all their listed characteristics in Appendix one to a team environment and harness that for a common cause. Li: Weaknessess-Lack of IT interest and most likely knowledge, lack of cautious approach. Strengths; Imaginative, very social, visual and strategic ...
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...PERCEPTION 1. We all see the world in our own way, and interpret it differently. Several people can see the same incident and give very different accounts. 2. Senses differ from perception 3. For marketers, consumers perceptions are much more important than their knowledge of objective reality. "Reality" is an individuals perception of what has taken place. 4. What people think or believe is in many ways more important than what really is 5. Perception is defined as "how we see the world around us" our perception is based on our needs, values, expectations 6. Perception is the process by which an individual selects, organises and interprets stimuli into a meaningful and coherent picture of the world (stimulus = input to the senses). 7. Sensation = immediate and direct response of the sensory organs to simple stimuli eg. an advertisement, a brand name, a package. 8. ABSOLUTE THRESHOLD = point at which a person can detect a difference between something and nothing. It is different for each individual - adaptation = getting used to a sensation senses becoming dulled to it, because of adaptation, advertisers try to change their campaign regularly, use attention gaining techniques eg. samples, stunts etc. Packaging also is designed to stand out from the rest, to gain attention. i.e. if you sense the same thing over and over again you will become bored with it and turn off from it. 9. DIFFERENTIAL THRESHOLD = minimal difference between two stimuli...
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...in modular construction. Its products meet the accommodation needs of many different customers. It delivers products and services tailored to individual customer requirements. Portakabin is a well-known brand and most potential customers already know the company's name. Portakabin promotes its business in ways that clearly distinguish its products and services from those of its competitors. This case study explores how Portakabin promotes its brand. The starting point is a market analysis to identify the key reasons why customers buy its products. Portakabin deals exclusively in B2B markets. It sells to organisations such as schools and hospitals. B2B markets have different characteristics to B2C markets. For example, business customers often buy in bulk to get good deals on price. Most businesses have a specialist centralised buying function which allows them to negotiate the price. Specialist buyers carefully assess the options and never make 'impulse' buys. Understanding how B2B markets work helps Portakabin organise its promotions in the right way. An important indicator of the value customers give to a range of products is market share. Portakabin is the leading supplier in its market sector. This means that Portakabin has a greater share of sales than any other brand supplying this market. The Portakabin market share is currently 15%. (As a comparison, Sainsbury has around 16% of the UK supermarket market.) The market share is arrived at by this calculation: To understand...
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...sub-companies. We can say that LVMH has 5 core activities because these are the activities that are the most profitable. The group has a large variety of goods: Wines and spirits In this category you can find several kinds of alcohol. You have wine (Château d’Yquem), champagne (Moët & Chandon, Dom Pérignon and Veuve Clicquot), brandy (Hennessy), whiskey (Glenmorangie), vodka (Belvedere vodka) and rum (10 Cane). They have more than 20 different species of wines and spirits so it covers a big range of their products. Clothing and accessories This is the most important category because this is the sector where they make the most money. Here you can find a lot of big names in the fashion world. The first one is Louis Vuitton; this brand is known for its trunks, leather goods, shoes, watches, jewellery, accessories, sunglasses, books. Another one is Givenchy who makes shoes, leather goods, accessories and perfume....
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...SAMSUNG APPOINTS AAMIR KHAN AS ITS BRAND AMBASSADOR FOR MOBILE PHONES Sep 05, 2008 SHARE Launches an aggressive new positioning for its mobile handsets 5 new sleek and stylish SAMSUNG phones launched Mumbai, March 12, 2008: SAMSUNG Telecommunications India (STI), a design and technology leader in the Indian Mobile market , today , announced the appointment of Actor Aamir Khan as its Brand Ambassador for SAMSUNG Mobile Phones in India. Announcing Aamir Khan as SAMSUNG’s Ambassador for Mobile Phones, stated Mr. H. B. Lee, President & CEO, SAMSUNG South West Asia Headquarters, "The SAMSUNG brand stands for qualities of innovation, change, discovery, self-expression and excellence in performance. And these very same qualities are epitomised by Aamir Khan, whose quality and depth of work as well as versatility as an actor, have made him a much loved and respected actor in India today. Sony Sony signs Katrina Kaif as brand ambassador for Xperia Smartphones New Delhi, February 22, 2013: Sony India is pleased to announce Katrina Kaif as its Brand Ambassador for Xperia range of Smartphones. The appointment of Katrina comes at a time when Xperia plans to magnify its presence and this association is expected to boost the brand’s visibility in India. Mr. Tadato Kimura, Head, Marketing, Sony India. “We are looking to capture more of the youth market and believe Katrina is an adept choice as she is widely admired as a youth-icon. Her charismatic personality epitomises Xperia’s...
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...Introduction The business environment is the internal and external factors that affect how the company functions including employees, customers, management, supply and demand and business regulations. I will be explaining two different businesses (Tesco’s and Chloe’s corner shop) that what their purposes are, what kind ownership are they and what is the type of their business. Then I will be going to describe the different stakeholders who influence the purpose of Tesco and Costcutter. This article will cover the purpose, ownership, organisational structure and strategic planning of both Tesco’s and Chloe’s corner shop. Tesco’s Tesco started in 1919 when Jack Cohlen started selling surplus grocery from a stall in east London. Mr Cohen who is the founder of Tesco made a profit of £1 from a sale of £4 on his first day. And today Tesco is the UKs biggest supermarket company by employing about 89000 people internationally and still expanding. Tesco is an international company they got their branches in over 14 countries which includes china, japan, Malaysia, Thailand, Mexico and many more. They got over 2500 stores internationally all around the world. Tesco is a public limited company or PLC that’s national (spread all over the parts of UK) and is also in every local borough in London. Tesco’s belong to the tertiary sector because it does not make products as such but it mainly provides a valuable service that consumers and other business are prepared to pay for and/ or use...
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...The two business’ selected by me to complete this criteria are Oxfam and MacDonald’s. I will be explaining both types of each company and i will also explain the purpose of their existence and also describe their type of ownership. Oxfam Oxfam is a company that is run by people who are looking to do some voluntary work or also to get work experience. This company focuses more on raising money to help the less fortunate. They do this by simply gathering human resources from the company and set them on travelling spots or just regular places where people can pass by and generously give their money to this charity organisation. They also pay some shops to have little money savers so they can gather more income in different places. By doing this they are raising money to help fighting poverty in all corners in the world, and this is what Oxfam is about, helping others. As integrated in the business world this company would be very likely to survive in case of no capital flow within the company. This company also has it’s own products in order for the business to be kept alive. Oxfam can also sell second hand stuff people donate to them in order to make money to keep on fighting poverty worldwide. Oxfam has also got its website, which means they can be globally active. They sell all sorts of clothes from shirts to jeans, shoes to accessories and much more for female and male. Oxfam also sells gift sets that can bring the company some more income. The purpose of the Oxfam...
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...Chapter 1 Situation Analysis Due to the fact that Options Weddings & Events has to be built from the ground up on the Indian market, it is essential to research this new environment thoroughly before defining the mission and vision of the company and its strategy. Thus, this chapter will give an overview of the external analysis and will present the information and data about the Indian events market as well as competition and trends in the events branch. 1.1 The market environment and its growth Firstly it is essential to find out if there is a demand for the service the company wants to provide to potential clients, then how it should be positioned among its competitors and finally, what the trends on the particular market are. Events organization is a very dynamic and fast growing branch on the Indian market .Only in the region targeted by Options Weddings & Events, there are about 1066 events management companies. However, there are about 70 companies visible on the market with any promotional activities, the majority of them focusing on company events with a business character. Since Options Weddings & Events base market composes of individuals there are only two serious competitors, namely Percept and Wizcraft, both organizing business and private events. In terms of demand for private events, the questionnaire findings clearly stated that 57,14 % of the surveyed target group ( male and female with an international background aged 25- 45 and above) would hire...
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...differentiates a product from other products (Entrepreneur Encyclopedia) A Brand is:• Names or symbols that identify the unique source of a product or service• The personification of an organization, product or service • The source of a promise to the customer • A trust mark • A single concept or idea imbedded in the mind of the customer • A set of associations that enhance or detract from the related product or service • The source of customer loyalty • That which allows one to charge a price premium for an otherwise generic product or service• A unique value proposition • The source of emotional connections with customers • The primary source of customer ‘goodwill’ • That which should drive the design of the ‘total customer experience’(Daye & VanAuken, 2011) | Both of these definitions indicate that the process of branding relies on one process; impression. For any brand or company it is vital to make an impression in the mind of its consumers. The brand has to be imprinted into their consciousness and differentiated from its competitors "Brand is everything, and everything is brand." (Pallotta, 2011) By this, the author means the face of the company (the logo, visage etc.) and its business strategy collaborates to define what a brand actually represents. A brand is basically the mission statement of a company embodied; no detail of a brand is insignificant. The identity of a brand provides direction, meaning and purpose. When creating an identity is important...
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