...Long-time popular brand Kool-Aid has been succeeding in it’s market for as long as most of us can remember. In 2011, Kraft and Kool-Aid were largely focusing marketing strategies on their growing Hispanic base. “This year [2011], Kraft says it will triple spending on Hispanic marketing over the last year…Kool-Aid, in a first for any Kraft brand, has allocated the majority of its 2011 marketing budget to reach Hispanics.” (Newman, 2011). However, in 2013 Kool-Aid’s marketing strategy gets another make over. “The print and TV campaigns are geared toward moms…” (Beverage Industry, 2013). Drew Neisser, gets the inside scoop with Senior Director of Refreshment Beverages at Kraft, Tiffany Tamplin, stating, “Kool-Aid discovered that its Facebook fans were predominately 18-year olds and not moms who actually buy the product.” “While working with LoudDoor, a market research and audience-targeting platform…[they found further] ways to engage with moms outside of Facebook” (2013). They did this through their development of their ‘photobomb’ application. This allows the Kool-Aid man to be able to ‘photobomb’ during any photo-op. This application has an astounding 150,000 downloads and generating thousands of social interactions and many new streams of marketing for a fraction of the cost. Kool-Aid is able to remain successful, like other successful business because of a few key factors. First, they understand their metrics and their target market. Marketing decision should be driven by...
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...Chapter one: Company History SQUARE today symbolizes a name – a state of mind. But its journey to the growth and prosperity has been no bed of roses. From the inception in 1958, it has today burgeoned into one of the top line conglomerates in Bangladesh. SQUARE today is more than just an organization, it is an institute. In a career spanning across five decades it has pioneered the development of the local business in fields as diverse as Pharmaceuticals, Toiletries, Garments, Textile, Information Technology, Health Products, Food Products, Hospital, etc. With annual turnover above US $ 450 million and with a workforce more than 22,000, square today is a true icon in Bangladesh business sector. The journey begins Square started out as a small scale pharmaceutical venture in 1958.It was a partnership effort of four young and enterprising men whose determination and passion saw it through the turmoil of the incipient period. By its fourth year, Square turned into a profit making organization. Milestones: SQUARE 1958: Debut of Square Pharmaceuticals as a partnership farm 1964: Converted into a Private Limited Company 1974: Technical Collaboration with Janssen Pharmaceutica, Belgium, a subsidiary of Johnson and Johnson Intl, USA. 1982: Licensing agreement signed with F.Hoffman-La Roche Ltd., Switzerland. 1985: Achieved leadership in pharmaceutical market of Bangladesh among all multinational and national companies. 1988: Debut of Square Toiletries...
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...Company Overview Kool is brand of men’s grooming products manufactured by Square Toiletries Limited. It is Square’s first brand specifically made for men and is also the pioneer brand of men’s products manufactured in Bangladesh. Kool’s tagline is “Get Noticed” and as a consequence, Kool products are designed to inspire a kind of confidence and charisma in a man that is hard to overlook. Kool’s portfolio of products includes Kool Shaving Foam, Kool Shaving Cream, Kool Aftershave Gel, Kool Aftershave Lotion, and Kool Body Spray. In a market dominated by the international giant Gillette, Kool was initially a risky venture for Square, whose main interests lay in pharmaceuticals. Kool targeted a market segment of men who wanted quality-grooming products at an affordable price. Thus, Kool positioned itself as an economic alternative to Gillette, yet closely linked its products with the high quality that Square is traditionally famous for. With this prudent segmentation, targeting and positioning combined with a pervasive marketing campaign, Kool quickly managed to gain popularity in the Bangladeshi market. Kool is made by Square Toiletries Limited, whose vision is to “attempt to understand the unique needs of the consumer and translate that needs into products which satisfies them in the form of quality products, high level of service and affordable price range in a unique way”. Other brands under Square Toiletries include Jui, Meril, Chaka,...
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...Journal of Consumer Research, Inc. Behavioral Evidence of the Effects of Televised Food Messages on Children Author(s): Gerald J. Gorn and Marvin E. Goldberg Source: Journal of Consumer Research, Vol. 9, No. 2 (Sep., 1982), pp. 200-205 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/2489129 Accessed: 27-02-2015 11:49 UTC Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at http://www.jstor.org/page/info/about/policies/terms.jsp JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. The University of Chicago Press and Journal of Consumer Research, Inc. are collaborating with JSTOR to digitize, preserve and extend access to Journal of Consumer Research. http://www.jstor.org This content downloaded from 217.147.235.142 on Fri, 27 Feb 2015 11:49:40 UTC All use subject to JSTOR Terms and Conditions Behavioral Televised Evidence Food of the on Effects of Messages Children GERALDJ. GORN E. MARVIN GOLDBERG* Two weeks of daily exposure to televised food and beverage messages at a children'safternoonsnack choices. summercamp alteredfive- to eight-year-old morecandyover fruit Children...
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...2013)("The History of the Jukebox"). For a tasty drink, Edwin Perkins and Kitty Perkins added to their inventions in 1927, with Kool Aid. Kool Aid originally started as fruit smack, in Hastings, Nebraska. Edwin and Kitty had moved to Hastings for the railroad to better transport their product, Nix-O-Tine. Edwin, working for many years in his mother’s kitchen, almost had Fruit smack perfected at the time of the move. Fruit Smack, shipped in a small bottle of liquid for families to enjoy, made shipping very difficult. Finally, Perkins realized how to remove the liquid from fruit smack and leave only the powder. His new invention, Kool Aid, with powder, made shipping his product around the country much easier. (Sandhyarani, 2013)(McGrath, 1999, pp. 75-76). As a refreshing treat, Eduard Haas the Third invented the PEZ Candy in 1927. The German word, pfefferminz, means peppermint. PEZ candy earned it’s name from this German word. Ironically, Eduard Haas III, did not originate in Germany, but in Austria, Germany’s neighbor. ("Pez | History of Pez", 2010). Making children happy all around the world, bubble gum, invented by Walter Diemer in 1928, allowed children and adults to happily blow bubbles. The product, sold as “Double Bubble” bubble gum, made 1.5 million dollars it’s first year. Diemer, an accountant for the Fleer Chewing company, created a marketing strategy. Walter taught sales people at stores how to blow bubbles so they could teach customers. This increased the sales of Double...
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...is the largest packaged branded food and beverage company headquartered in the U.S. and the second largest in the world. Its portfolio includes hundreds of brands, such as Velveeta, Kraft Macaroni and Cheese, Oscar Mayer, Nabisco, Post, Kool-Aid, and Maxwell House. In 1999, Kraft Foods noticed its Hispanic share was not growing as fast as its overall share in some categories. This situation served as a strategic "call for action" given the double-digit growth of the Hispanic population. Kraft acted promptly by changing marketing strategies and embarking on an indepth analysis with the Hispanic consumer and key decision-maker-the Hispanic Mom. Kraft marketing managers enlisted the support and involvement of their senior management with the following objectives. Develop culturally relevant marketing programs which: • • • Enhance the quality of Hispanic Moms' lives Create an emotional bond between Kraft brands and Hispanic Moms Are embraced by retailers as unique and value added Marketing Challenge The Hispanic consumer opportunity presents a classic marketing challenge for Kraft and otherseffectively applying target marketing. The cornerstone of Kraft's success is rooted in understanding how to identify key target groups and tailor marketing efforts to the target's specific needs and concerns. The first step in achieving these objectives was to identify valuable consumer insights about Hispanic Moms. In other words, understanding not only her eating and cooking behavior but also...
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...children with deceptive advertisements promoting unhealthy processed foods. In January 2005, the 2nd U.S. Circuit Court of Appeals reinstated claims that McDonald’s violated New York State’s consumer protection act by falsely advertising the health benefits of its food. (341). Responding to the public pressure, Kraft Foods in January 2005 made a major shift in their corporate marketing policy. (341). They would stop advertising such products as Kool-Aid, Oreo cookies, Chips Ahoy cookies, and selected varieties of Lunchables and Post cereals in television, radio and print ads directed at children younger than 12. (342,343). In so doing, Kraft was conceding that such advertisements might, in fact, adversely impact the health of young children. According to Michael Mudd, a member of Kraft’s “obesity strategy team,” Kraft made this decision to avoid a decades-long court battle with public interest groups similar to that experienced by the tobacco industry. (340,341). Soon afterward, though, Kraft joined General Mills and Kellogg in lobbying the federal government to not issue regulations that governed the marketing of foods to children. (343). The position of the lobbyist group was that a correlation between advertising to children and increased childhood obesity had...
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...Kraft Foods I chose a company that most of us have contact with on some basis, Kraft foods. I was amazed during my research how many products Kraft actually produces and how far their reach extends in the product world. Executive Summary Kraft is the largest branded food and beverage company in North America and the second largest in the world, it operates in more than 150 countries worldwide (Kraft, 2008). Kraft Foods markets the world's favorite food and beverage brands in five product sectors namely the snacks, beverages, cheese and dairy, grocery and convenient meals (Kraft, 2008). They also have 35 major brands with more than 100 years of remarkable achievements in products such as Oscar Mayer meats, Maxwell House coffee, Jell-O gelatin, and Cadbury (Kraft, 2008). Kraft is always looking for way to continue making historic records with the launch of different new products designed to meet the ever-changing needs of the consumer. Company Background Kraft Foods Inc. is the largest food company in the United States and holds the number two position worldwide, behind Nestlé S.A. The firm has two main operating units, Kraft Foods North America and Kraft Foods International. Seven of Kraft's brands bring in more than $1 billion in revenues each year, like Kraft cheeses and other products ($4.3 billion in 2000 revenue), Nabisco cookies and crackers ($3.5 billion), Oscar Mayer processed meats (number one in the United States), Post cereals...
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...case study of Apple-Merging Technology, Business, and Entertainment, Apple transformed itself from a computer company with limited success to a major digital company with almost limitless potential and outstanding success. Apple Inc. brings more than 35 years of mission management and problem solving ability to the digital environment. The computer and or digital industry is latent with slogans and catch phrases about its technology, innovations and proven commitment to development. Apple’s core products are the most revolutionary innovations of the digital age. The iPod, iPad, iPhone, and iOS App Store help usher in a change in the way we use and purchase products. These products spawned a new revolution in the marketing of electronics. Introduction The purpose of this case analysis is to critically analyze the case study, Apple-Merging Technology, Business, and Entertainment from Baltzan’s book Business Driven Information Systems 3E.(2012). The analysis will discuss the influence that the iPhone, iPad, iPod, and other Apple products have had over the last 10 years on the company and its competitors. Over the last 30 plus years Apple has transformed itself from a computer hardware or PC company to a digital giant in the non PC environment. Most of us now understand that Apple lost the PC market to Microsoft (Bajarin 2012). Although, the Apple II was the first true “computer that was packed and the fastest-selling personal computer of tis...
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...beachgoers were delighted by this home-squeezed blend of fruits. The juice quickly caught on and was adopted by a small discount grocery store near the beach. It soon spread to neighboring stores and eventually across most of Los Angeles. Two decades later, Naked has become a national brand dedicated to “creating the best all- natural, 100% juices and juice smoothies, made from the best bare-naked fruits, with no added sugar and no preservatives.” Brand Image: Everyday juice smoothie with no added sugar and no preservatives. Brand Quality: Naked Juice is made to be a high quality product and tends to sell at high paid stores such as certain gas stations and Starbucks. The taste is very pure and truly is a 100% juice smoothie. Brand Strategy: Physical Characteristics: The Naked Juice product line consists of more than 20 variants of straight and blended 100-percent fruit and vegetable juices. Some of the products are...
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...CUSTOMER IDEAL CUSTOMER PROFILE Since SodaStream is an appliance, the ideal customer is of the older millennial and baby boomer generation owning a home or living on their own; people usually buy appliances for their own space, and a younger millennial will not buy one for his parents’ house. The ideal customer profile is a health conscious male or female who enjoys carbonated beverages; they have found the healthy alternative in SodaStream; SodaStream consumers are active and in shape, or are looking to be. They enjoy healthy and organic foods and are also environmentally friendly. NEED ANALYSIS The needs of the ideal customer are to have a carbonated beverage that is healthy and taste great. They want this drink to be convenient, meaning they can do it quickly and whenever they want. They are hoping that this beverage can be made exactly how they like it, and that the brand coincides with their eco-friendly beliefs by them using sustainable practices. PERCEPTIONS The current perceptions regarding the Carbonated Soft Drink & Liquid Refreshment industry is that the beverages are not good for one's health; this perception, combined with the obesity epidemic in the United States has allowed the consumption of these beverage to decrease. Another perception is that the leftover cans and plastic bottles are polluting the environment; about 1 billion cans worldwide. On the other hand, consumers perceive the CSD industry to have greater taste and emotional connection,...
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...………………………………………..3 2. Introduction ……………………………………………….. 4 3. Strategic Analysis…………………………………………..5 3.1 Company Analysis 3.2 Industry Analysis 3.3 SWOT analysis 4. Financial Analysis…………………………………………..8 4.1 Financial Ratios 5. Issues Analysis and Recommendations………………..10 5.1 Prioritization of Issues 5.2 Core Competencies Issues 5.2.1 5.2.2 Distributor‟s Strike Failure of the New Online IT System 5.3 Diversification and Marketing Plans 5.3.1 5.3.2 Celebrity Marketing Expansion into Jewellery Range 5.4 Child labour accusations 6. Achievability of the five-year plan………………………..22 7. Summary of Issues and Recommendations …………... 23 8. Appendices…………………………………………………24 2 1.0 EXECUTIVE SUMMARY This report aims to prioritise, analyse and evaluate the current issues plaguing CeeCee. The report begins with a strategic and financial analysis of CeeCee and the industry. The 4 main issues CeeCee face have been categorized into 2 broad categories, namely issues that threaten core competencies and plans relating to expansion and marketing. The issues that threaten core competencies are more pressing issues that CeeCee should address, given the highly tangible impact and risks present which will threaten business profitability. For the first issue regarding the distributor‟s strike, the team recommends that in the short run, CeeCee should engage an alternative distributor and re-evaluate their distribution model in the long run. The second issue - failure of the online...
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...………………………………………..3 2. Introduction ……………………………………………….. 4 3. Strategic Analysis…………………………………………..5 3.1 Company Analysis 3.2 Industry Analysis 3.3 SWOT analysis 4. Financial Analysis…………………………………………..8 4.1 Financial Ratios 5. Issues Analysis and Recommendations………………..10 5.1 Prioritization of Issues 5.2 Core Competencies Issues 5.2.1 5.2.2 Distributor‟s Strike Failure of the New Online IT System 5.3 Diversification and Marketing Plans 5.3.1 5.3.2 Celebrity Marketing Expansion into Jewellery Range 5.4 Child labour accusations 6. Achievability of the five-year plan………………………..22 7. Summary of Issues and Recommendations …………... 23 8. Appendices…………………………………………………24 2 1.0 EXECUTIVE SUMMARY This report aims to prioritise, analyse and evaluate the current issues plaguing CeeCee. The report begins with a strategic and financial analysis of CeeCee and the industry. The 4 main issues CeeCee face have been categorized into 2 broad categories, namely issues that threaten core competencies and plans relating to expansion and marketing. The issues that threaten core competencies are more pressing issues that CeeCee should address, given the highly tangible impact and risks present which will threaten business profitability. For the first issue regarding the distributor‟s strike, the team recommends that in the short run, CeeCee should engage an alternative distributor and re-evaluate their distribution model in the long run. The second issue - failure of the online...
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...Table of Contents I. Executive Summary 2 II. Environmental Analysis 2 A. The Marketing Environment 3 B. Target Markets 4 C. Current Marketing Objectives and Performance 5 III. SWOT Analysis 6 A. Strengths 6 B. Weaknesses 7 C. Opportunities 8 D. Threats 8 E. Matching Strengths to Opportunities/Converting Weaknesses and Threats 9 IV. Marketing Objectives 9 V. Marketing Strategies 10 A. Target Market(s) 10 B. Marketing Mix 11 VI. Marketing Implementation 13 B. Activities, Responsibility, and Timetables for Completion. 14 VII. Evaluation and Control 15 A. Performance Standards and Financial Controls 15 B. Monitoring Procedures 16 Target Corporation Marketing Plan I. Executive Summary Target is an upscale retail store offering trendy, high quality merchandise at discount prices. Their slogan is “Expect More-Pay Less”. Target Corporation operates Target.com, an online, electronic retail store, as well as Super Target, which offers a full line grocery store in addition to the Target retail operation. The company’s other key business include Target Financial Services, which encompass the Target Red and Target Visa card business. Target Corporation, originally called the Dayton Corporation, was formed in 1902 by George Dayton. The company recorded revenues of $59,490 million during the fiscal year ending January 2007. Target Corporation prides itself on its corporate responsibility which includes charitable contributions...
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...KRAFT’S BUDGETING AND STRATEGY A case study Presented to CASE STUDY IN PRODUCTION AND OPERATION MANAGEMENT BUDGETING AND STRATEGY A KRAFT FOOD INTRODUCTION The company has its origin as National Dairy Products Corporation (National Dairy), formed on December 10, 1923, by Thomas H. McInnerney. The firm was initially set up to execute on a rollup strategy in the then fragmented United States ice cream industry. Through acquisitions it expanded into a full range of dairy products. By 1930 it was the largest dairy company in the United States and the world, exceeding Borden. McInnerney operated the Hydrox Corporation, an ice cream company located in Chicago, Illinois. In 1923 he went to Wall Street to convince investment bankers there to finance his scheme for consolidating the United States ice cream industry. He initially found "hard sledding" with one banker saying the dairy industry "lacked dignity." He persevered and convinced a consortium including Goldman Sachs and Lehman Brothers to finance a rollup strategy. As a result of his efforts, National Dairy Products Corporation was formed in 1923 in a merger of McInnerney's Hydrox with Rieck McJunkin Dairy Co of Pittsburgh, Pennsylvania. The resulting firm was then listed on the New York Stock Exchange with the offer of 125,000 shares having been The firm grew quickly through a large number of acquisitions. As it is typical...
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