...MKT001 – Segmentation, Targeting, and Positioning Additional information Market segmentation involves dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, counties, cities, or even neighborhoods. Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Demographic factors are the most popular bases for segmenting customer groups: Age and Life-Cycle Stage means offering different products or using different marketing approaches for different age and life-cycle groups. Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines. Income segmentation has long been used by the marketers of products and services such as automobiles, clothing, cosmetics, financial services, and travel. Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality characteristics. Behavioral segmentation divides buyers into groups based on their...
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...1 The TOWS Matrix --A Tool for Situational Analysis Heinz Weihrich*, Professor of Management, University of San Francisco This article has two main purposes One is to review general considerations in strategic planning and the second to introduce the TOWS Matrix for matching the environmental threats and opportunities with the company's weaknesses and especially its strengths. These factors per se are not new; what is new is systematically identifying relationships between these factors and basing strategies on them. There is little doubt that strategic planning will gain greater prominence in the future. Any organization—whether military, product oriented, service-oriented or even governmental—to remain effective, must use a rational approach toward anticipating, responding to and even altering the future environment. Situational Analysis: A New Dimension in Strategic Planning Today most business enterprises engage in strategic planning, although the degrees of sophistication and formality vary considerably Conceptually strategic planning is deceptively simple: analyze the current and expected future situation, determine the direction of the firm and develop means for achieving the mission. In reality, this is an extremely complex process, which demands a systematic approach for identifying and analyzing factors external to the organization and matching them with the firm's capabilities. The purpose of this article is twofold: first, the concept of strategy and a model...
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...Marketing Plan Scrub Daddy Introduction Explanation: Write a short description here about what you aim to achieve with this marketing plan. The aim of this marketing plan is to focus on the innovative technology of the Scrub Daddy, how it is fun, safe and can be used for almost anything.The overall purpose and its principal focus, is to create a competitive advantage, which allows Scrub Daddy to plan and execute a year-long PR and marketing campaign that would support a record sales years. This marketing plan will also provide a logical sequence of activities which lead to the setting of Scrub Daddy´s marketing objectives and the formulation of plans to achieve them.The purpose is to position the Scrub Daddy as an easy way to clean up tough messes on hard surfaces that is safe to use in the home, at work, or in other environments.The internal marketing goals and objectives are to tailoring the marketing and communications to specific consumer needs. Its marketing objectives are current with the developing customer trends. It is also current with it the firms mission statement that is focused around the consumerClear communication of the mission statement “Scrub Daddy, is all you need” to our customers. | 1. Understanding your market 1.1 Who are your customers? - The main customer is the American / European middle class working and stay-at-home mothers, ages 35-49, have young children, are family oriented and lead busy life styles. This demographic wants...
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/1352-2752.htm YouTube: an opportunity for consumer narrative analysis? Stefano Pace ` Universita Bocconi, Milano, Italy Abstract Purpose – The aim of the paper is to discuss a possible extension of narrative analysis to a new medium of expression of consumer behaviour, specifically YouTube. Design/methodology/approach – Marketing and consumer behaviour studies often apply narrative analysis to understand consumption. The consumer is a source of introspective narratives that are studied by scholars. However, consumption has a narrative nature in itself and consumers are also storytellers. YouTube is a new context in which subjects tell stories to an audience through self-made videos and re-edited TV programs. After defining the pros and cons of different approaches to the study of YouTube, narrative analysis is presented as a possible means of understanding YouTube. Findings – Some preliminary evidence is presented by discussing several YouTube videos. These indicate that YouTube content can be better understood as stories, rather than example of other approaches, such as visual analysis, media studies, videography, and others. Research limitations/implications – From the analysis conducted, preliminary managerial implications can be drawn. It seems unlikely that normal TV broadcasters will be substituted by YouTube videos. For the most part, YouTube content draws its sense and shared...
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...HYGEIA INTERNATIONAL Expansion in Nigeria is the issue. Henry Livingstone, vice president of the Africa/Middle East Region of Hygeia International, has just received a proposal from his Nigerian managing director for a major move into poultry production. This would extend Hygeia’s profitable agricultural activities even more in that West African country. CORPORATE BASE HYGEIA International is pseudonym for one of the 10 leading pharmaceutical companies of the world. Based in the United States, Hygeia also has laboratories and plants in many countries. Over a third of its net income is earned outside the U.S., and because of growing federal regulation, Hygeia looks abroad for a rising percentage of its future income. Like other large pharmaceutical films, Hygeia has converted drugs designed for humans to use in farm animals. This opens up a large market with relatively low R & D expense. In addition to veterinary products for the control and treatment of disease, Hygeia produces a variety of feed supplements. Currently, about 15 percent of Hygeia’s total sales of over a billion dollars come from agricultural activities! Hygeia’s agricultural business includes active participation in mass production of poultry. Today, frying chickens are raised in 100,000-chick batches. Thanks to genetic selection. Scientific feeding, and a strictly controlled environment, fries can be ready for market in 10 weeks. Egg production is similarly engineered. Significantly, these...
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...American Intercontinental University Unit 3 Individual Project MKTG 205 – Principles of Marketing Abstract When creating a marketing strategy the first thing to ascertain is the importance of distribution channels and how they work. The reader should have a better understanding of the distribution channel levels, channel organizations, as well as understand the best channel members to be utilized in each target market. Channel Distribution When assessing the different distribution channels it is very important to know that distribution channels are the ways in which companies sell their products and services. Knowing the target market and their demographic needs will help establishing a marketing strategy that is successful. Another important factor is to determine channel members and how many will be needed to successfully get products or services to their consumers. There are two different distribution levels in marketing; the direct distribution level and the indirect distribution level. According to Kerin, Hartley & Rudelius, (2013) the direct channel of marketing is when the producer and the ultimate consumers deal directly with each other. With a direct channel there is no intermediaries, the producer handles all channel functioning. A good example of a direct channel is an insurance company. The second distribution level is the indirect level. Unlike direct distribution the indirect distribution level has one or more intermediaries between the producers...
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...Introduction to marketing Report for the local council on the use of marketing by HNC and Kellogg’s Marketing is the management process for classifying and anticipating and satisfying the customer needs cost-effectively. In a business, to recognise where marketing is involved is by three steps. 1. How well you know your customers and how to satisfy now as well as the future 2. For the business to produce and provide what the customer wants 3. A business should be able to make profit. The three steps I have mentioned is vital to have and also carried out daily in order to run your business successful and that why marketing makes such a huge impact on a business. From marketing it allows the business to have an understanding of the customer needs and attempting to make sure the product which they are creating, the quality is outstanding. The role of marketing is crucial for a businesses, as in every business market there are aims and objectives. Objectives are specific when it comes to the role of marketing as they are decided from the business objective, this is how the business framework it overall aims which they are achieving for. Marketing objectives are ways in which marketing will help meet corporate objectives, the marketing strategy is the specific way in which the market will contribute towards marketing mission. Finally, the marketing tactics are where the elements of the marketing mix are used in the marketing strategy. As well as objectives, the business...
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...PAMANTASAN NG LUNGSOD NG MAYNILA (University of the City of Manila) Intramuros, Manila COLLEGE OF BUSINESS AND MANAGEMENT In Partial Fulfilment of the Requirement for the Degree of Bachelor of Science in Business Administration Major in Human Resource and Operations Management, Marketing Management Submitted to: Prof. Christopher Malanum Submitted by: Acuna, Charzel R. Alcoran, Rachelle Anne K. Aquino, Patricia Mae Ann E. AUGUST 2015 Part 1: Channels of Distributions Channels of Distribution Few producers sell their goods directly to final users. Instead, most use intermediaries to bring their products to market. According to Philip Kotler, distribution channel is a set of interdependent organizations that help make a product or service available for use or consumptions by consumer or business user. Here are some definitions from different websites: Goods and services often pass to consumers through multiple channels. While increasing the number of ways in which a consumer can find a good has the potential to increase sales, it also creates a complex system that can make distribution management difficult. In addition, the longer the distribution channel the less profit a product manufacturer might get from the sale. (Distribution Channel Definition| Investopedia http://www.investopedia.com/terms/d/distribution-channel.asp#ixzz3jhyoJ8Pg) The path through which goods and services travel from the vendor to the consumer or payments for those products travel...
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...MKTG 305 SEMESTER PROJECT The objective of this project is to give students an opportunity to think about and apply the marketing concepts covered in this course in comparing the marketing activities of two competing businesses. This research paper should be written in paragraph form, double spaced, in a 12 font with the preset (normal) margins. Please use the headings and subheadings listed below (1. History, 2.Industry Overview, etc.) to make your paper flow well. Topics to be addressed in this paper should include (but are not limited to) the following: DAVE DANIELLE JUSTINE 1. History and company descriptions ▪ History and background of each business ▪ How has each business changed and evolved over time? What is their primary business? What parts of their business are growing and generate the most revenue? ▪ Summarize each business’ primary strengths and weaknesses, and support your assessment. ▪ What is each company’s current image in the industry and in the minds of consumers? Is this image working for them? • What is the sustainable competitive advantage for each business? • What is the mission statements of each business and does it reflect the company’s competitive advantage 2. Industry Overview ▪ Overview of the industry that the businesses operate in. What is the market size and who is the industry leader? ▪ What external market factors are affecting these businesses...
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...PROJECT FOR THE SUBJECT, MARKETING APPLICATION AND PRACTICES PROJECT ON, “Amul Milk” FOR THE ACADEMIC YEAR 2014-15 [pic] | | | |LOGO | [pic] | |PARENT COMPANY | Amul | |SECTOR | FMCG | |SWOT Analysis | |Strength |1. Largest food brand in india | | |2. High quality, low price | | |3. World’s largest pouched milk brand | | |4. Highly diverse product mix | | ...
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...Marketing audits Contents Introduction 2 Task1.1 3 Task1.2 4 Task1.3 6 Task1.4 7 Task1.5 8 Task2.1 9 Task2.2 10 Conclusion 11 Reference 12 Introduction Now it is the information age, information is applied all over the society, including economy, politics, and daily life. Many companies are going to make the Internet development into their strategic goals. Of course, the common people also get greater convenience from it, such as the apps of Kuaidi and Didi, which are very hot during this time. Not only is booking a taxi easier, it is also cheaper: The two major companies are offering discounts to riders. Taxi drivers also get bonuses for using the apps. Didi was offering 15 RMB per ride in February. On the other hand, it has also led to the big sales of intelligent mobile phone. Of course, when a new thing appears, it will also bring some bad shortages. In this report, as for the two most popular apps, I will make analysis from the market view, use the relevant economic theories, at the same time, for the shortage, and put forward reasonable proposals by the marketing theory. Didi, indicates the beep...
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...Marketing Research Tools Paper MKT/441 September 10, 2012 Marketing Research Tools Paper Companies utilize various tools when performing market research whether doing primary or secondary research. For the purpose of this paper, different research tools will be discussed as well as the differences between primary and secondary research when applying qualitative or quantitative methods. It is vital for companies to research whether a new product or an existing one will make a hit on the market. Company’s may even want to grow geographically and need to know whether the investment is a prudent one. The dynamics of a business and their target markets can be impacted by change whether it is a new organization or an existing one. Primary and Secondary Market Research There are two different types of market research, primary and secondary. Primary research or field research is the most frequently used method. Primary market research is customized to meet specific needs of the business can be handled within the company or outsourced to a marketing firm. Focus groups, surveys, interviews and observations are good examples of primary market research methods. These particular tools are utilized to evaluate distinct issues that are of key interest to the organization and where feedback is required to carry out a strategic action plan. On the other hand secondary market research is founded on information gathered from reports that existed before the original evaluation of...
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...Nestle Marketing Plan Benjamin Tello ERAU Table of Contents Abstract…………………………………………………………………...……………………….3 Company Overview……………………………………………...………………………………..3 Market Segmentation…………………...……………...……………………………………….....5 The 4 Ps of Marketing………………………………..……………………………………………6 Conclusion……………………………………………………………...…………………………7 References…………………..…………………………………………………………….…….....8 Abstract Nestle is one of the major companies in the food processing industry. It was founded in by Henri Nestle in 1866 in Switzerland, and currently has up to 333,000 employees (Nestle, n.d.). Moreover, it appeared in several Forbes lists owing to its high profits, sales, assets, and market value, eventually being labeled as one of the World’s most valuable brands (Nestle, n.d.). Behind such soaring success are clever marketing strategies and plans which foresee the future to keep consumers and employees satisfied, as described in the marketing plan in the next few pages. Some major components of a marketing plan include product overview, target market, competitive analysis, market strategy, SWOT analysis, and metrics (Emerson, 2014). Other analyses such as how a company incorporates the four P’s of marketing into its plan are equally important. Company Overview Mission statement According to the founder of Nestle, Henri Nestle, the company’s mission is to “positively influence” the environment as “responsible corporate citizens”, taking into account the standards of quality of both the environment...
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...In this essay, we will use "Yoplait" yogurt company to discuss what is positioning and how has the company positioned its products? Yogurt is a dairy product produced by bacterial fermentation of milk and is believed to be found in 2000 BC. Dairying is Australia's third largest rural industry nowadays. It is also a major regional employer, not only on-farm but also through processing, manufacturing and distribution of finished products. Yoplait yogurt company is originally a French company and it is now the world's second-ranking brand in ultra-fresh products. Yoplait was launched in Australia and was pioneers of the yogurt market in Australia. In 1995, National Foods Ltd. secured the rights to manufacture and distribute Yoplait fresh dairy food products in Australia (Yoplait Australia, 2011). According to Kotler, Brown, Burton, Deans & Armstrong (2010), "Product position, is the way the product is defined by consumers on important attributes -- the place the product occupies in consumers' mind relative to completing products" (p.280). The position of the product is usually decided by the company when it has decided to enter which segments of the market. Nowadays, information about products and services are everywhere in the atmosphere, customers is hard to evaluate products every time they make a buying decision. They usually organise products into different categories, therefore, the product's position is the complex set of perceptions, impressions and feeling hold...
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...Business Research Proposal 1. Introduction This research proposal will evaluate the impacts of the salesperson listening and empathy skills on the relationship of the customers with the employees. Companies love long-‐term relationships because they translate into returning and repeat customers. Research has shown that it is generally more profitable to service a return customer than to attract and serve a new one (Aggarwal et al, 2005). Furthermore, the effective management of employee-‐ customer relationships has been linked to strategic marketing advantage (Turnbull and Wilson, 1989) and long-‐term profitability (Reicheld, 1994). The employee-‐customer relationships are equally valued by customers (Berry and Parasurman, 1991) and motivate them to make purchases. Because of the importance of the customer-‐employee relationships it is important to examine the factors that...
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