...Objectives * Target Markets * Points of Difference * Positioning 5. Marketing Program * Product Strategy * Price Strategy * Promotions Strategy * Place Strategy 6. Financial Data and Projection * Break- Even Analysis 7. Organization 8. Implementation Plan 9. Evaluation 10. Appendices 1. Background Executive Summary/Company Description In 2009 the personal care industry is evolving at its highest rate. In fact, today’s societies put emphasis on their appearances which, more now than ever, represents a strong judgmental basis. Within this industry is a market that occupies a strong place: the hair care market. Just as consumers worry about their skin, they also worry about their hair. In brief, this particular market consists of shampoo, conditioners and styling agents. The largest subsector within hair care is shampoo, which is also experiencing a sector growth since 2003. Under such circumstances, the present marketing plan will focus particularly on All-natural Shampoo. It is important to understand that this plan will assist us in developing the best marketing mix for this product. Our target market consists majorly of North American women between the ages of 15 and 40 who shop in mass market retails and who are increasingly concerned about the environment and the toxic effects of chemicals in regular cosmetics. We hope to attract women over the...
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... Pablo Medina Oisin Halpin Leyre Santana León Universidad Carlos III Madrid 8.11.2013 Spanish Consumers‘ Perception of Functional Foods – A case study of Puleva Omega-3 Spanish Consumers‘ Perception of Functional Foods – A case study of Puleva Omega-3 Table of Contents 1. Introduction 2 1.1. Presentation of the Problem 2 1.1.1. Focus of our Study 2 1.2. Purpose of the Thesis 3 1.2.1. Research Question 3 1.3. Clarification of the Main Concepts 3 1.4. Structure of the Thesis 4 2. Methodology and Theory 5 2.1. Methodology 5 2.1.1. Research Design 5 2.2. Method 8 2.3. Research Techniques 8 2.3.1. Laddering 8 2.3.2. Questionnaire 10 3. Potential Conclusions 14 3.1. Recommendations to the Ebro Puleva Company 16 Appendices 17 Appendix 1 – Types of functional food. 17 Appendix 2 – SWOT Analysis of PO-3. 17 Appendix 3 – Purposes of Mixed Methods Research. 18 Appendix 4 – Hypothetical Laddering Interview + MEC 19 Appendix 5 – The Questionnaire Design. 20 Bibliography 32 1. ------------------------------------------------- Introduction Consumers increasingly believe that what they eat directly affects their state of health (Mollet and Rowland, 2002). Foods are no longer intended to only satisfy hunger and provide vital nutrients; they are also called upon to improve the general condition of the body (e.g. pre- and probiotics)...
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...Soft Drink Corporation ethical positions in making decision in funding researcher into obesity, Business main motive is to earn profit, most of the businesses are mainly profit motivated, they only care about the income they can earn to sustain and grow, company follow ethical learning and growth, it cares only about itself. Soft drink and fast food has the same motivation of earning profit for which they produces the product that are on major demands or create the demand by making advertisement and other promotional activities to attract people towards their product. To have a successful business support of all stakeholders are required. Funding research for the research is one of the strategies of company to support that. Funding helps in building image in public, which help in generating goodwill for the company at the same time it helps the researcher. A Typology of Stakeholder Attributes: Legitimacy, Power, Urgency How do managers decide which stakeholders deserve their attention? Stakeholders have attributes including legitimacy, power, and urgency. A typology of stakeholders has been developed based on these three attributes.17 When these three attributes are superimposed, as depicted in Figure 3-4, seven stakeholder categories may be seen. The three attributes of legitimacy, power, and urgency...
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...Assignment Title: Consumer Behaviour in the UK high street clothing sector Marks & Spencer: Yesterday, Today and Tomorrow Marks and Spencer was founded in 1884 and supplied the UK with British made, high quality products at affordable prices (Corporate.Marks and Spencer, 2011). The production-oriented strategy lead M&S to gain immense market share and strong brand loyalty however, this could only take them so far. In a market place where retailers were moving to a more consumer-oriented strategy, M&S struggled. Unable to provide fashion conscious clothing that the younger consumers desired, it lost significant market share and became known only for its good underwear and clothing targeted at older conservative women (Flynn, 1998). Today the company is trying to vigorously recapture their market by being more consumer-oriented and aware of their competition. They are taking measures to understand and listen to what their customers want and also to realize that the customer has evolved from when they started out in the industry. They have put in place several new strategies to appeal to the new consumer. From campaigns with noted celebrities, to striving to be the world’s first GREEN retailer, supplying fair trade products and being the conscious Corporate Social Responsible Company (Corporate.Marks and Spencer, 2011). M&S was recently ranked 5th in the top 10 UK retailers for 2010-2011 (Retail week, 2011) and acknowledged as a “top family brand” for 2011 by...
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...| Faculty of Commerce Cairo University Building a global Halal brand: | An Islamic branding perspective | | | | Ahmad Ismail | 3/31/2013 | | DBA - Thesis Proposal Table of Contents: * Introduction * Literature Review * Research Hypothesis and Design * Data Analysis and Testing Hypothesis * References Introduction O mankind! Eat and drink all that is Halal (lawful) and Tayyib (wholesome and pure) (Al-Qur'an 2: 168) Muslims today form a majority or significant populations in 57 countries; at 1.8 billion consumers, creating a largely untapped global opportunity. The concept of halal in foods seems to capture an appetite for purity which goes well beyond a religious franchise. in 2010, Muslim market was viewed as a critically important playground for marketers, with the halal segment worth $2.1 trillion, and growing by $500 billion annually due to the growth of the global Muslim population. In 2008, Gallup conducted a poll across 143 countries and territories asking whether religion was an important part of daily life. Those who said religion is important in their daily lives were 82%. Several authors agree that consumers evaluate a brand through a wide variety of perceptual judgments; for example its reliability, or how comfortable they feel with it, or whether it is better than some other brand. Recent research has demonstrated that the characteristics of brand names cognitively...
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...Linking perceived service quality and service loyalty: a multi-dimensional perspective Josee Bloemer, Ko de Ruyter, Martin Wetzels. European Journal of Marketing. Bradford: 1999.Vol.33, Iss. 11/12; pg. 1082 » Jump to full text Subjects: Service industries, Studies, Statistical analysis, Quality of service, Market research, Loyalty, Consumer behavior, Effects, Marketing management, Customer relations Classification Codes 9175 Western Europe, 8300 Service industries not elsewhere classified, 5320 Quality control, 7100 Market research, 2400 Public relations, 9130 Experimental/theoretical Locations: Belgium Author(s): Josee Bloemer, Ko de Ruyter, Martin Wetzels Document types: Feature Publication title: European Journal of Marketing. Bradford: 1999. Vol. 33, Iss. 11/12; pg. 1082 Source type: Periodical ISSN/ISBN: 03090566 Abstract (Document Summary) In recent research on service quality it has been argued that the relationship between perceived service quality and service loyalty is an issue which requires conceptual and empirical elaboration through replication and extension of current knowledge. A study focuses on the refinement of a scale for measuring service loyalty dimensions and the relationships between dimensions of service quality and these service loyalty dimensions. The results of an empirical study of a large sample of customers from four different service industries suggest that four dimensions of service loyalty can be identified: purchase intentions, word-of-mouth...
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...markets in health care can offer patients greater quality, more options, and lower costs. The Federal Employees Health Benefits Program and Medicare Part D serve as two illustrative examples of competition in health care today. Proper reforms to add further competition to the health care industry would be quite significant and would further America’s position as the world’s leader in health care for years to come. KEY POINTS 1. The body of peer-reviewed academic literature suggests that health care can and should operate like a traditional market. 2. Market-oriented reforms have the potential to improve the quality and cost-effectiveness of care, as demonstrated by the Federal Employees Health Benefits Program (FEHBP) and Medicare Part D. 3. Consumer-driven health plans are viable alternatives to traditional plans, and consumers should have the option of choosing such plans. 4. Proper risk adjustment mechanisms can prevent adverse selection. 5. Migrating toward value-based payment systems will result in greater quality of care at lower costs, in part by incentivizing the health care industry to make great strides in offering integrated care, innovative treatments, and personalized medicine. ABOUT THE AUTHOR Kevin D. Dayaratna, Ph.D.Senior Statistician and Research Programmer Center for Data Analysis Over the course of the past several decades, federal and state lawmakers have proposed a variety of initiatives to reform America’s health care system and...
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...Ashwin Joseph Ashwin Zenev Jerome Balaji Balakrishnan Madhumita Srinivasan 12772487 12774782 12770282 12772343 Submitted To : Dr. Lisa Tombalabkian EXECUTIVE SUMMARY Extant branding literature holds that, strong brands evoke brand associations that are differentiated readily from direct competitors. Additionally, brand theory asserts that the most powerful and enduring consumer-based brand associations deal with the intangible or abstract characteristics of the product or service, rather than its functional or tangible attributes. To be able to understand why and how consumers evaluate Casuarina Curry as a brand, we need a deeper understanding of the brand associations consumers develop when they use or come into contact with the brand, because brand equity is greatly influenced by the associations consumers develop. The purpose of this Brand Audit was to develop a better understanding of the meaning of Casuarina Curry as a restaurant brand. To achieve its purpose, a multi-method research was designed to: (1) explore and examine brand associations and awareness of Casuarina Curry as described by consumers, and (2) understand the extent to which the identified dimensions of Casuarina Curry play a role in the performance of the Casuarina Curry brand. To effectively build the Brand Inventory, we interviewed the Director of Casuarina Curry.Through a customer survey, analysis results indicated that: Casuarina Curry had High Brand Awareness in amongst Prata-lovers; Customers commonly...
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...Global Product Quality and Corporate Social Responsibility Perceptions: A Cross-National Study of Halo Effects Thomas J. Madden, Martin S. Roth, and William R. Dillon ABSTRACT Attribute ratings often contain a holistic or global impression of the brand, commonly referred to as “halo.” A halo response can occur when perceptions of a brand’s performance on an attribute are influenced by performance percep- tions on another attribute or by a global impression of the brand. Using cross-national survey data from consumers in Argentina, China, Spain, and the United States, the authors examine the extent to which a halo response introduces bias to product quality and corporate social responsibility perceptions of competing brands. The findings show that halo is more pervasive for product quality than for corporate social responsibility associations, varies across brands and markets, and is strongly related to brand recommendations. Examining cross-national brand performance and halo perceptions can help international marketing managers understand key perceptual similarities and differences between and across markets, which can inform strategic considerations such as whether to pursue global, panregional, or national branding, positioning, and advertising strategies. Keywords: constrained components analysis, associative network models, automatic activation theory, branding and brand management, marketing standardization/adaptation, corporate social responsibility The strategic...
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...LEAD USER PROJECT HANDBOOK: A practical guide for lead user project teams INDUSTRIAL PRODUCTS AND SERVICES CONSUMER PRODUCTS AND SERVICES PROFESSIONAL PRODUCTS AND SERVICES Joan Churchill • Eric von Hippel • Mary Sonnack PREFACE When Joan Churchill, Mary Sonnack and I were doing lead user projects for our research in the 1990’s, we needed some standardized training materials for lead user project teams. We therefore wrote this handbook, and progressively revised it based upon field experience. Our final revisions were made in 1998. Then, our manuscript just sat there, as we all went on to other work. It is now 2009, and researchers and practitioners have learned a great deal more than we knew in 1998 about lead users, and how to run lead user projects. In a year or two, we expect that completely new handbooks will supersede this one. In particular, we are eagerly looking forward to one now being planned by Professors Christoph Hienerth and Marion Poetz of Copenhagen Business School. Still, while we are waiting for newer materials, we think that lead user teams, consultants, and teachers may well find something of value in what we wrote 10 years ago. Accordingly we are posting this book on the Web under a Creative Commons license that permits free downloading. It can be used in conjunction with 6 short lead user project training videos developed by Joan Churchill. These are also available on the Web for free downloading from http://mit.edu/evhippel/www/index...
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....WHAT IS QUALITY OF LIFE AND HEALTH-RELATED QUALITY OF LIFE? A REVIEW OF THE CONCEPTS AND SOME ATTEMPTS AT MEASUREMENT Quality of life research, then, spans a range of topics, from quality of life in the last year of life (Lawton et al. 1990) to quality of life in urban environments (Rogerson et al. 1989). As was illustrated earlier, quality of life is an amorphous concept, that has a usage across many disciplines -- geography, literature, philosophy, health economics, advertising, health promotion and the medical and social sciences (e.g. sociology and psychology). It is a vague concept; it is multidimensional and theoretically incorporates all aspects of an individual's life. Quality of life has also been defined as the `output' of the inputs of the physical and the spiritual (Liu 1974); as the degree to which a person accomplishes life goals (Cella and Cherin 1987); and even quantified crudely as a formula in which quality of life (QL) is a product of one's natural endowment (NE) and the effort made on one's behalf by the family (H) and society (S), such that QL ]] NE ]] H ]] S (Shaw 1977). The meaning of the concept of quality of life is thus arguably dependent on the user of the term, his or her understanding of it, and his or her position and agenda in the social and political structure (Edlund and Tancredi 1985): `Quality of life is a vague and ethereal entity, something that many people talk about, but which nobody very clearly knows what to do about' (Campbell...
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...CONSUMER BEHAVIOR PART ONE CONSUMER BEHAVIOR INTRODUCTION As the twentieth century has come to a close and we have moved into the third millennium, we can see many developments and changes taking place around us with all the industries and firms within each industry trying to keep pace with the changes and diverse needs of the people. Though for decades together, marketers have regarded ‘customer’ as the king and evolved all activities to satisfy this concept is gaining more momentum and importance today. This can largely be attributed to the prevailing market situation. Not only competition has become intense but over an above with the market being flooded with many products. The challenge before the marketers is to understand the diversity of consumer behavior and offer goods and services accordingly. Today the company image is built and made known by its customers. Thus the success of the firm will be determined by how effective it has been in meeting the diverse consumer needs and wants by treating each customer as unique and offering products and services to suit his needs and creating a life time value and relationship with him. (Nair 2004; 3) Marketers have come to realize that their effectiveness in meeting consumer needs directly influences their profitability the better they understand the factors underlying consumer behavior, the better able they are to develop effective marketing strategies to meet consumer needs. (Assael 2001; 3) Today, the digital revolution...
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...than just needs, it’s concerned with providing the right product to the right person at the right moment. That way it creates value. This way it also incorporates innovation. Functions & processes/activities are the things we do to deliver customer value. These can be strategic and tactical. History of marketing thought - philosophy * Production orientation, huge production lines trying to find bigger markets. Its all about efficient distribution. Demand is huge, supply was very small, they didn’t care about colour for example. Marketing was all about getting your product efficiently to the consumer. Marketing is a very contextual science, how do we deal with circumstances, and how do we become successful in these circumstances. * Selling orientation, extra activities, not only distribute, but also tell people to buy your product and not others. Marketing was all about selling, how do you convince your customer. Once you are capable of producing, and quality standardized, than you can put it to the market an start selling. * Marketing orientation, first ask people what they want, and then provide the supply. Large groups of peoples that have similar...
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...with this full-text Harvard Business Review article: 1 Article Summary The Idea in Brief—the core idea The Idea in Practice—putting the idea to work 2 The Four Things a Service Business Must Get Right 13 Further Reading A list of related materials, with annotations to guide further exploration of the article’s ideas and applications Reprint R0804D This article is made available to you with compliments of Frances X. Frei. Further posting, copying or distributing is copyright infringement. To order more copies go to www.hbr.org. The Four Things a Service Business Must Get Right The Idea in Brief The Idea in Practice All successful firms must design a compelling offering and manage the workforce to deliver it at an attractive price. But service firms must do even more: deal with the frustrating fact that their customers can wreak havoc on service quality and costs. To consistently deliver service excellence, ensure that each of these four elements reinforces the others: For example, a customer dithering at a fastfood counter slows things down for everyone else waiting in line. An architect’s client struggling to clarify how a new facility will be used drags out the design process. To tackle this challenge, Frei advises aligning four key elements of your business: • What your service offering consists of • How you fund the excellence you want to provide • How you manage employees to deliver quality service COPYRIGHT © 2008 HARVARD BUSINESS...
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...“Coping strategies Adopted by unilever In Pakistan to Overcome the World wide Economic crisis in International Business.” Letter of Authorization This research report on “Coping strategies adopted by unilever in Pakistan to overcome the world wide economic crisis in International Business.” was assigned by international business analysis course instructor, Sir Arshad Husain. The matter presented for reader in this report is authorized by our course instructor. Letter of transmittal We would like to request to our course instructor Mr. Arshad Husain to kindly accept this report and take into consideration to research work that we have accomplished according to course requirement of preparing a term report on “Coping strategies adopted by unilever in Pakistan to overcome the world wide economic crisis in International Business.” in order to have a better understanding of the practical implications of international business analysis ACKNOWLEDGEMENTS: This report has contributed a major accumulation to our knowledge of the topic. We are Thankful to Allah for making it possible for us, and to our course instructor who supported us throughout this research We are also thankful to the management of Lever Brothers Pakistan Limited, RF, especially Mr. Shahzeb Mehmood who provided useful guidance and information for understanding the practical work of the organization to understand the global presence of Unilever Company. TABLE OF CONTENTS EXECUTIVE SUMMARY CHAPTER...
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