...P1 – Describe how marketing techniques are used to market products in two organisations. Select one product from each organisation of your choice My first chosen business is Apple, with specific emphasis on the iPhone 6, where marketing campaigns focus on actual films and images captured by the public, therefore cleverly pinning the attention on the viewer’s creativity, not theirs. In regards to growth strategies, product development is a constant task for companies as large as Apple. By product development we mean the process of designing, creating and marketing new products or services to benefit customers. In the iPhone 6’s case, the main aspect of its development that captures people’s attention is the fact that the iPhone is always developing. This can be seen in two ways: at the time of its release, Apple introduced a partner phone, the iPhone 6 Plus, a much larger version of the 4.7 iPhone 6 screen, with a display of 5.5 inches and a higher resolution. In addition, another aspect of the development of this product is that 6 months after its release, Apple updated the iPhone 6, and named it the 6s; this version of the phone included 3D touch features, a camera with 4K recording and is even offered in a different colour. This clearly highlights how Apple have definitely spent a huge amount of time on the development of the product, given that the same product is constantly being upgraded, in order to meet the expectations of increasingly advanced technology. Another growth...
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...sugar using Benedict’s test [Tested sample : Lucozade (glucose content : 22.48 %] Area B1 (max. 15 marks) Aim: ( max. 1½ ) - By use of Benedict’s test to estimate the concentration of reducing sugars - in the given sample, Lucozade - in term of glucose equivalent - by comparing its reducing power with the standard glucose solution (2%) Principle: (max. 6) (Experimental design and principles) Benedict’s test - condition / test boiling of Benedict’s solution with reducing sugars / test with Benedict’s solution will give brick red precipitate - mechanism due to presence of blue solution Cu 2+ in Benedict’s solution changed into insoluble brick-red precipitate (Cu+) - observation and indicator for estimation making the resulted mixture have a gradual change of colour with amount of reducing sugars inside the solution : from blue to green, then yellow and finally brick red the colour of boiled mixture / the amount of precipitate at bottom of test tube as indicator of comparing concentration of reducing sugars. the more the ppt. more reducing sugar - Expected result similar ppt. between sample (may be diluted) and certain concentration of standard solution similar conc. of reducing sugar Variables: independent variable: conc. of reducing sugars in solutions dependent variable: amount of precipitate formed Others: pre-experimental trial: to determine which of the solution (Lucozade or 2% standard glucose solution) with a higher...
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...June 2015 Student ID: S00900869 EXECUTIVE SUMMARY Objective To launch the newly introduced energy drink into the massive market of United Kingdom. Goals To capture maximum market share in the energy drink category in the least given time and earn customer loyalty with a repetitive positive brand re-call value. Solution Launch the product nation wide with a huge marketing strategy but at the same time keeping the values of budget and establishing a brand re-call value. Project Outline The following document has been prepared for the International Marketing course. It focuses on introducing a new product into the market of the United Kingdom. The product is the GRAVITY energy drink. This drink directly competes with RedBull and Lucozade. In the very beginning, I have mentioned both the vision and the mission statement. The product will be introduced into the market soon and the marketing strategies have been prepared for it to penetrate into this massively established market with established players. The document isGRAVITY ENERGY DRINK GRAVITY ENERGY DRINK divided into various parts as it explains about the product and the market respective to the present scenario. It focuses on the marketing mix, the strengths and the weakness, the entry mode, the distribution channel, marketing strategy, product positioning, positioning strategy and mentions in brief about the evaluation about the market. It also mentions step wise launch programme. I have paid special attention...
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...Glucose energy drinks • Sport drinks • High energy stimulation drinks • Since 1996 the market of soft drinks has grown by 5% and by 1997 it reached a total amount of £6.896bn, which is an equivalent of 10bn liters. Moreover we can say that the segment of energy and sports drinks represents 2.6% or £177m of the overall soft drink market. Since 1992 an increase of 64% in volume sales can be found within this very young market of energy and sports drinks. • The main differences of the three above mentioned sub-segments of soft drinks are as followed 1.2 Glucose Energy Drinks These drinks provide physical energy through glucose or a mixture of sugars. Originated from the Lucozade brand. These drinks do not contain any other substantial ingredients such as Lucozade Energy, Lucozade NRJ or Red Card. In 1927 they were originally positioned as a convalescence drink. 1.3 Sports drinks Also known as isotonic drinks, replaces body fluids after sport activities or exercises. Sport drinks help to re-energize and re-hydrate the body and can be taken before, during or after exercises. That’s because you should drink it in great amounts and fairly quickly, they are usually still or low carbonated. Examples for this kind of drinks are Gatorade, Isostar and Dexters. 1.4 High-energy Stimulation Drinks These drinks have ingredients such as caffeine and taurin, which help to increase concentration, endurance, alertness and reactions. This kind of drink is not only designed for...
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...RED BULL HISTORY In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout the Far East. His idea to market these functional drinks outside Asia evolved whilst he sat at a bar at the Mandarin Hotel in Hong Kong. In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Meanwhile Red Bull is present in 164 countries. Since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.6 billion in 2011. The responsibility for the success of the world's No. 1 energy drink is shared by the company's 8,294 employees around the world (compared to 7.758 in 2010). The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria. [http://www.redbull.com/cs/Satellite/en_INT/How-it-all-started/001242939605518?pcs_c=PCS_Article&pcs_cid=1242937556879] The Target Market Red Bull, who is originally from Austria where it is still produced, distributed their energy drink in over twenty countries. Countries like USA , New Zealand , South Africa , Eastern and Western Europe . So it would be not very useful to restrict the target market to the geographic areas as well as the psychographic segmentation for the targeted consumer that’s because...
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...marathon paints the area of Dublin in a positive light and presents the scenery and history Dublin has to offer. The marathon also brings in a positive economic spin off effect, as business like hotels, restaurants and shops benefit from the extra tourist in the area. The host community get to enjoy hosting the event and boost community morale and spirit. There aren’t any social problems like drinking or drug use, as this event doesn’t attract it. Negative effects of the event are that its cause major traffic disruption. Many roads are closed throughout the day which is an inconvenience on the host community, it may cause businesses to suffer from a loss of profit. Another negative aspect is the issue with litter and waste. 43,000 bottles of Lucozade are given during the race waste containers should be provided, and the organisers should have a team ready to clean up after the...
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...Name: M.Haris Vayani STD.ID#11731 ASSINGMENT # 4 Q1. When would you use a product-based marketing strategy? Ans. Product-based marketing strategies are used by retail outlets and companies that wish to sell a large selection of merchandise to a large swath of the consumer market. Since there are so many items and so many potential customers, more targeted techniques would not be an efficient way to go. For example, if a retailer had products in 100 categories and 50 target segments, dozens of different individual campaigns would have to be launched at great expense in order to reach everyone and promote everything on the list. Instead, these companies choose to market their very selection of goods to the general public rather than each item to a specific type of consumer. Although less scientific in nature, this general form of marketing gets the word out and brings the customers in. Q2. A study conducted by McKinsey & Company examined the online behavior of 50,000 active Internet users and identified six different groups. Provide a brief description of the following categories: Simplifiers, Surfers, Connectors, and Sportsters? Ans. Simplifiers use the Internet to make their lives easier, and tend to log on with a specific purpose in mind and they want to do it quickly and easily. Although Simplifiers spend just 7 hours per month on the Web, they have the longest tenure online (49% have been online for over 5 years) and account for half of the total...
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...Contents 1. Abstract…………………………………………………………………………………………………………Pg. 2 2. Introduction………………………………………………………………………………………………….Pg. 2 3. Aims………………………………………………………………………………………………………………Pg. 2 4. Tables…………………………………………………………………………………………………………...Pg. 3 5. Training Day Schedule and Menu Plan…………………………………………………………..Pg. 4 6. Discussion……………………………………………………………………………………………………….Pg. 5,6,7 7. Conclusion………………………………………………………………………………………………………Pg. 7 8. References……………………………………………………………………………………………………..Pg. 8 9. Appendix………………………………………………………………………………………………………..Pg. 9,10 1. Abstract. Soccer players during training and match-play perform intermittent work demanding high metabolic rates to be sustained. Players require a diet that provides sufficient macro and micro nutrients, as well as fluid intakes, to allow them to meet the demands of the sport. As well as providing a daily balanced diet, strategic intake of carbohydrate and protein before and after training sessions can optimise performance and recovery. As each player is unique so will requirements need to be tailored to the individual to manipulate and match energy intakes with expenditure. 2. Introduction There is consensus in scientific literature that athletic performance and recovery after exercise are enhanced by optimal nutrition. (Bean, 2009). What an athlete chooses to eat and drink will have direct influence on health, body composition and weight, substrates for fuel during exercise, recovery...
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...Introduction Coffee and tea can be considered the world’s first energy drinks. Both of them contain caffeine and people have been using these beverages for year to receive an extra boost of energy for their day. I could remember my grandmother would wake up in the morning and the first thing she would do was to start to boil water for her morning tea. As a child I had no idea why she drunk tea. All I knew that if you added lemon and a bunch of the sugar to the tea, then it wasn't so bad. My grandmother was a local babysitter for the neighbourhood and the tea helped to give her energy for the day. My grandmother has passed away for years now but the idea of drinking something to gain energy didn’t pass with her. Tea and coffee has gotten a little out-dated and people today have adopted a new energy increaser, the energy drinks. The energy drinks as we know it today has gotten very poplar. From 2008 to 2012 the energy drink market has grown 60% (wallstreetinsanity.com). Energy drinks of today, besides coffee and tea, have been around for years. From it’s unknown origin, the energy drink has traveled around the world, and have gained substantial market shares in the functional beverage industry of several parts of the world. Europe is one of the largest functional beverages markets in the world. The energy drink has made a sizeable impact on the functional beverage markets in both western and eastern Europe. In this research project we are going to explore a number of objectives...
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...was based on exclusivity, creativity, euphoria and unconformity. These image attributes increased the brand awareness and its popularity amongst the ‘Generation Y-ers (18-29 year olds) who were heavily into pop culture and extreme sports and saw Red Bull as an ‘anti-brand’. Aligning with the brand image was the brand design a logo with ‘two thing necked crimson bulls in opposing charge’ and established slogan ‘Red Bull gives you wings’ which reinforces its aphrodisiac and adrenaline fuelled properties associated the with the brand and its link to extreme sports such as ‘BMX biking, kite-boarding, extreme snowboarding’ which are non traditional adventure sports, which was indirect competition with other competitive energy drinks such as Lucozade or...
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...libraries * Event Marketing * Classic E.G. Red Bull Soapbox Race and the Rull Bull Flugtag (Flying Day) * Sporting Events E.G. Red Bull Snowthrill extreme skiing competitions in France and Alaska/ Red Bull Cliff Diving World Tour Finals event in Hawaii * The more unique an event, the more likely tv stations would want to broadcast it, or newspapers would want to cover it, thus Red Bull gets automatically into media * Qualities Red Bull wanted to project in its brand personality: * Innovative, individual, non-conformist, unpredictable, humorous Marketing Steps in the UK 1. Company marketed Red Bull as a sports drink, not a stimulation drink * there was a well established sports drink brand, Lucozade * Red Bull did not meet consumers expectations of what a sports drink should be * In 1996, Red Bull was repositioned as a stimulation drink * Change “energy” to “stimulation” * Thus, established new category 2. Company did not pursue a word of...
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...content. We just witnessed Showmax dubbed as Netflix’s competitor being revealed to us as South African consumers where consumers can stream watch films and televisions shows. That is one platform. Other platfoms are: Social Media (Facebook, Tumblr), films, internet episodic shows (web series), games, or literature (Comic, graphic novels, books). Each platform is unique, if it were human, we would say it has certain characteristics. Each has it’s own affordance and limitations, and one needs to take into account this when creating content and stories to be released with each platform. Social media gives us an opportunity to build our target market using the research we have gathered and the information we received from the client, Lucozade. In our term project, we’re going to be using a variety of media platforms such as facebook, twitter, tumblr, Instagram, Youtube, and Vimeo . Each of this platforms helps us to create a wider reach of our target market who might find the branded content film interesting. This will spark a word of mouth around people and cause a spread in the selected media platforms we are using. Even if it is a review, regardless, this will take the idea to the world. These platforms have millions subscribers and are very well known that means we can use them to our advantage and create a community within the project online and even answer consumer questions through interaction. They also allow control because we control what to put out there in these...
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...Introduction An athlete needs to ensure that they consume enough fuel to complete activities undertaken. The amount of energy required depends on many factors including size and weight of the athlete, level and intensity of the training, and due to this the amount of energy required varies from person to person. However if more energy is consumed than required, the excess is stored as fat and weight will increase, on the other hand if insufficient energy is consumed the body calls upon its stores to meet the demand and weight will be lost. To consume a balanced diet we need to consume items from the macro and micro nutrient groups. Macronutrients comprise of carbohydrates, lipids and protein. Carbohydrates are quickly accessible and thus the body utilises them first, lipids are the body’s secondary source, and protein is the body’s last energy source to be used. While the micronutrients comprise of vitamins and minerals. Water is also an essential part of the human diet. Female 400m Runner Firstly the athlete’s calorie requirements need to be worked out to find out what is needed each day before any training is undertaken. To do this the following calculation is made – BMR = (8.7 x 56(kg)) + 829 x 2.2, so BMR = 2895.64 calories a day. Now the activity requirement needs to be taken into account, at 1075 calories p/h. As exact training figures are not available it has been estimated that 6 hours are completed each week, which works out as an extra 6450 calories a...
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...COCA-COLA CO THE, SWOT ANALYSIS, IN SOFT DRINKS (WORLD) March 2013 SCOPE OF THE REPORT Scope This global profile focuses on the industry trends in soft drinks. All values expressed in this report are retail/off-trade in US dollar terms using a fixed exchange rate (2012). 2012 figures are based on part-year estimates. All forecast data are expressed in constant terms; inflationary effects are discounted. Conversely, all historical data are expressed in current terms; inflationary effects are taken into account. Disclaimer Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for omissions or errors. Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised. SOFT DRINKS OFF-TRADE RTD VOLUME 534.8 billion litres Bottled Water 192 billion litres Carbonates 169.5 billion litres Fruit/ Vegetable Juice 62 billion litres Sports and Bottled Sports and Energy Drinks Water Energy Drinks 205.1 billion15 billion litres 16.2 billion litres Concentrateslitres 43 billion litres Concentrates 43.7 billion litres RTD Tea 30.1 billion litres RTD Coffee 4.5 billion litres The Coca-Cola Company slightly underperformed the world’s soft drinks market amid the recession in Western Europe...
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...COCA-COLA CO THE, SWOT ANALYSIS, IN SOFT DRINKS (WORLD) March 2013 SCOPE OF THE REPORT Scope This global profile focuses on the industry trends in soft drinks. All values expressed in this report are retail/off-trade in US dollar terms using a fixed exchange rate (2012). 2012 figures are based on part-year estimates. All forecast data are expressed in constant terms; inflationary effects are discounted. Conversely, all historical data are expressed in current terms; inflationary effects are taken into account. SOFT DRINKS OFF-TRADE RTD VOLUME 534.8 billion litres Bottled Water 192 billion litres Fruit/ Sports and Carbonates Bottled SportsWater and Vegetable Energy Drinks 169.5 billion Energy Drinks Juice 205.1 billion15 billion litres litres litres 16.2 billion 62 billion litres Concentrateslitres 43 billion litres Concentrates RTD Tea RTD Coffee 43.7 billion 30.1 billion 4.5 billion litres litres litres Disclaimer Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible...
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