...1. Introduction to the report This report is to identify how Nyal Dry Cough uses the marketing mix to influence the purchase decisions made by consumers. The marketing mix consists of the 4 Ps, product, place, price and promotion. It analyses the brand positioning, this is described as the place the brand occupies in the mind of a buyer. Also this report compares the consistency of the marketing mix internally with the brand positioning. This report refers to a single purchase, and my own experiences with Nyal Dry Cough, bought from Coles on Glenhuntly road in Elsternwick on the 8/8/2015. 2.1 The product and the product category I chose the product Nyal Dry Cough. It is in the product category Medicine, the sub category is Cold and flu, sub-sub category is cough syrup, and some sub-sub-sub categories can include dry, chesty or bronchitis cough, non drowsy and drowsy. 2.2 The 4 Ps 2.2.1 Product Nyal Dry Cough is a sweet liquid that consumers buy to relieve dry coughs. Nyal Dry Cough has a recommended dosage on the box depending on age, which is consumed by swallowing to coat the throat. It was packaged in a small rectangular cardboard box with bright colors of red orange and yellow. It had large writing on the front to clearly identify the brand as well as all the sub categories of the product. Figure 1 illustrates the packaging of this product. Figure 1. Nyal dry cough https://www.priceline.com.au/nyal-dry-cough-medicine-non-drowsy-200-ml In my...
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...The word marketing means different things to different people. A salesman understands by marketing his selling activities of oral presentation with a view to effectuate the exchange of money for the benefits offered by his product. To an advertising man, it means advertising media selection and a host of activities related to the advertising function. However, advertising is much more than these activities and along with the work of the salesmen no doubt constitute part of the selling effort. Image Courtesy : ampsmarketing.org/wp-content/themes/smallbiz/images/social_media_network_marketing_strategies.jpg High sounding definitions have been advanced for marketing such as “the delivery of a standard of living to society”. A factual or descriptive definition is provided by the American Marketing Association which defines marketing as “the performance of business activities that direct the flow of goods and services from producer to consumer or user.” However, these definitions are both incomplete. For example, the American Marketing Association’s definition is still “production-oriented” as it starts with a product and talks about its flow from the producer to the consumer. Marketing thinking must start even before there is a product. It is concerned with identifying existing needs and then converting them into a product or service. Besides, even after the product has reached the consumer or user, the marketing effort does not necessarily come to an end. There is a question...
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...Product Strategy Core product Core product conveys the main reason why the consumers want to buy our product (Kotler at al. 1999, p.562). The key reason that the consumers want to purchase our product is because of the various functions that Evolution Glasses hold, such as camera, MP3 player, and use of Internet etc. When purchase the glasses, they are not only buying the features that they have but also memories, health benefits and the convenience. The lenses are polarized and photochromic, which darken when expose to ultraviolet radiation. This is for the advantage of indoor and outdoor activities. Evolution Glasses can detect eye movements to activate a particular function using a special system called eye-D, originated by Samsung. E.g. winking eyes twice will turn on the camera; winking left eye once to select contacts and repeat the same action again to make a call. Buyers are able to obtain a vast amount of information as well as distributing it among others through the microchip installed inside the temples of the glasses for Internet connectivity. Consumers consider evolution Glasses as a substitute to cameras, mobile phones, music players and computers. Expected product Expected product is the features, which are carried through the benefits that are built from the core product. The attributes and characteristics in combination with each other make up Evolution Glasses that consumers would normally expect and agree to when purchasing them. Moreover, there...
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...Business 101 Rachelle Redolent Connor McManus The Kenneth Cole Reaction cologne is a well known product, and is marketed throughout the United States with vigor, targeting males between 18-55 years of age. As portrayed by a one page advertisement in the December edition of the Marie Claire Magazine, the picture portrays a close up of an attractive male’s face staring at that of an attractive female’s, mere inches away from one another, insinuating that a kiss is soon to follow. (1) The slogan for the ad is “The Reaction for Attraction” quite obviously implying that if you wear this cologne as a man, you will have attractive ladies wanting to kiss you. In a television advertisement for the same Kenneth Cole cologne, the idea is nothing short of a mirror image, once again encouraging the men of the middle class that if you buy the cologne, women will instantly love you. (2) “Reaction” advertisements most heavily target men, however, wives, girlfriends, and mothers are not left out, as it is not only men who understand the value of smelling attractive. These advertisements make the buyer believe that this particular cologne will improve their social life, and target men, as well as women, of all ethnicities. The Kenneth Cole Reaction cologne is packaged in a small, classy rectangular bottle, with simply, “Kenneth Cole Reaction” written across the middle in white and a vivid, eye-catching lime green. The moniker of this particular fragrance is a very appropriate/simple...
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...Table of Contents 1. DESCRIPTION OF THE PRODUCT 1 (a) Product name 1 (b) Description 1 (c) Product range 1 (d) Launch 2 (e) Entry Strategy 2 (f) Product Characteristics 2 (g) Uses 2 (h) Branding Strategy 3 2. MARKETING 3 (a) Marketing Philosophy 3 (b) Market Segmentation 3 (c) Target Market 4 (d) Social Marketing Concept 4 3. PRICE 4 (a) Price Fixation Strategy 4 4. PLACE 5 (a) Distribution Channel 5 5. PROMOTION 6 (a) Communication & Advertising Strategy 6 (b) Publicity 6 (c) Public Relations 6 6. PACKAGING 6 7. CONSUMER BUYING BEHAVIOUR 7 (a) Buyer responses 7 1. DESCRIPTION OF THE PRODUCT (a) Product name: Springs (b) Description Springs is bottled carbonated water (sparkling water) which is water with carbon dioxide under pressure dissolved in it. It is introduced as plain drinking water or flavoured with no sweetener. It is similar to naturally occurring mineral water. The carbon bubbles make the water more interesting without adding calories. People who are health conscious can choose springs as a fun alternative to soft drinks containing artificial flavours and colours. (c) Product range * Plain carbonated water * Flavoured carbonated water (containing natural flavours) * Orange flavour * Lime flavour * Grape flavour * Raspberry flavour (d) Launch Carbonated water is easily available internationally but it is not yet a part of Pakistani market...
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...Paper Monster I am writing my paper on an advertisement from the Inc magazine May 2012 issue. The ad is for a company called Neat. They have a picture of their product NeatDesk which is a desktop scanner and filing system and also the NeatReceipts which is a mobile scanner. There is a big monster made of nothing but paper and the article reads “Stop working with a paper monster”. It is trying to tell you how it can be easy to quickly get overwhelmed and not organized using the old fashion way of filing. So it will be a lot better and easier to us a Neat product. With the Neat products you can scan, create, and then export data to pdf files, excel,outlook, quickbook, quicken, and turbotax. I think this advertisement is responding to a big change in the work market and the technological environment. You see in almost every company that they are trying to go green and use less paper. They are also using Ipad and tablets more and more at a lot of different companies. So the fact that they came up with a way for companies to stop using so much paper and be able to see the document they need on there Ipad, computer, or tablet is great for the environment. They also did a good job by putting it in a magazine for growing companies. They are targeting those new smaller businesses to see that there is an easier way to stay organized. They want the generation y to be there customers. They are the people who love all of the technology and are always looking for a better and faster way...
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...EXECUTIVE SUMMARY This report identifies and analyses the problems faced by Doug and Paul when marketing the Eco- Shack. The report will then explain the related marketing concepts and provide several suggestions to overcome the problems. The main problem that can be extracted from the case study is incorrect marketing strategy which leads to several sub problems. These problems include incorrect brand positioning, segmenting and targeting. In addition, the price of an Urban Eco- Shack is higher than its competitors and lastly, Doug and Paul did not highlight the unique features of their product. After analysing, we had identified that for the consumer market, the green consumers segment will be interested in Eco- Shack. The four primary bases in this segment are geography, demographics, psychographics and behavioural (QuickMBA 2010). Meanwhile, for the business market, two segments that could be interested in Eco- Shack are businesses that are looking for an office site and those who are concern of the environment. There are many segmentation bases in business market which includes company size, industry, operating practices, culture and geographic. This report will further analyse on cost based pricing, a type of pricing strategy currently used by Eco- Shack developer. This strategy is commonly used by smaller firms because it is easy to be implemented and allows firms to estimate their profit margin more accurately. However, this strategy does not respond to market change...
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...[pic] Marketing 100 Andrei Catrinici Term paper Prof. J.Goldstein I - Intro on company History of the company II - Environmental Analysis 1 - Economic forces 2 - Political & Legal forces 3 - Demand a)Total size of market b)Market share c)Characteristics of demand 1-When 2-where 3-how often costumers buy 4 - Competitive forces 5 - Technological forces 6 - Social/Cultural forces III - SWOT Analysis A. Strengths and Weaknesses B. Opportunities and Threats IV - Marketing objectives V - Marketing strategies A. Target markets B. Marketing Mix 1-Product 2-Pricing 3-Distribution 4-Promotion VI - Implementation - Marketing structure Bibliography I. Intro on company Heineken N.V. has wide international presence through a global network of distributors and breweries. It owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Its principal international brands are Heineken and Amstel, but the group brews and sells more than 170 international premium, regional, local and specialty beers and ciders, including Cruzcampo, Birra Moretti, Foster's, Maes, Murphy's, Newcastle Brown Ale, Ochota, Tiger, Sagres, Star...
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...Marketing Research Report James Bower Liberty University Marketing Research Report Introduction The question of proper ways to manage a company’s brand in the 21st century cannot be answered without discussing the use of social media outlets in today’s market place. Social media is an outlet source that allows companies to show their products and services at little to no price. Because social media outlets are at such a low cost and reaches a huge consumer base it has become a major factor over the past fifteen years in society. However, are these good enough reasons for a company to use social media as a marketing tool? Research Problem The research problem to be addressed in this report is would the use of social media outlets help to make a larger profit base and further stability for R. Coffee Ltd. in Lynchburg, VA? This company is a men’s clothing company that was opened in 1986 by Richard F. Coffee and has been supplying the men of Lynchburg with the finest clothing possible in the fashion industry by being on the forefront of style, design and quality for over twenty five years. This company, however, is somewhat “stuck” in the 20th century by using traditional marketing techniques of magazines, newspapers and shying away from computers as whole. In all actuality the receipts, client information and orders for the clothing from the clothing companies are all still written by hand. Even though this sounds shocking they have proven the test of time and thrived...
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...marketing 337 principles of marketing ------------------------------------------------- spring 2012 ------------------------------------------------- Class: MKT 337 04840 Time: TTH 8:00-9:15 am Location: GSB 5.142A Professor: Jae-Eun Namkoong E-mail: jae-eun.namkoong@phd.mccombs.utexas.edu Office: CBA 5.334J Office Hours: TTH 9:30-10:30 Textbook and Articles (Both are Required) * Marketing, 10th Edition; by Kerin, Hartley, Berkowitz, and Rudelius; published by Irwin/McGraw Hill (ISBN = 978-0-07-352993-6). Do not try to get by with the 9th edition. A copy of the 10th edition is on reserve in the Perry-Castañeda Library. There is also the e-Textbook option (http://www.coursesmart.com/). * Articles for class discussions are available on Blackboard: http://courses.utexas.edu. Course Objectives This course is designed to introduce business students to the fundamental aspects of marketing: how firms discover and translate customers’ needs and wants into strategies for providing products and services. For students majoring in marketing, this course is intended to provide you with a foundation on which to build subsequent marketing courses and work experience. For students majoring in other business disciplines, this course is intended to help you understand the objectives of marketers with whom you will interact professionally. For all students, the course is intended to enhance your appreciation of the different marketing activities that...
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...BUS1BUF MARKETING REPORT Individual Assignment By Stephanie Theodorou 17412907 Words: 1,974 Table of Contents Executive Summary 3 Introduction/Company Overview 4 Market Description 5 SWOT Analysis 6 Strengths 6 Weaknesses 7 Opportunities 7 Threats 7 Recommendations 8 Target Market 8 Geographic 8 Demographic 8 Psychographic 8 Behavioural 8 New Product Description 9 Product 9 Place 9 Price 9 Promotion 9 Customer Value Proposition 10 Product Justification 10 Reference List 11 Appendix 12 Executive Summary This report outlines an overview of the Nestle S.A. Company in terms of current markets, history, product lines, etc. Nestle is known to be a strong, profitable company within the food and beverage industry, consisting of many brands within a range of product categories. The functional drinks market in Germany has seen reasonable growth in value and volume within the past few years with a 3.3% increase in revenue from 2012 to 2013. The current market leader in Germany’s functional drinks market is PepsiCo, Inc., followed by Red Bull Gmbh, The Coca-Cola Company, and finally Nestle. The leading distributing channels for functional drinks in Germany are supermarkets (as the leader by far), on-trade, independent retailers, and specialist retailers. A SWOT analysis was used to determine Nestle’s strengths, weaknesses, opportunities, and threats in Germany’s functional drinks market. Strengths include, strong brands across various...
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...Marketing 1120 2014 Marketing Simulation Report LuxPak: Team 6 Michaela Sumpter & Harry Singh Table of Contents Introduction: Summary 3 Overall Result 3 Research and Applied Marketing Knowledge 4 Competition 4 Play by Play 5 Original Strategy 6 Target Market 7 Marketing Mix 7 Overall Performance Evaluation / Changes Made 8 Lessons Learned 9 Conclusion: Summary 9 Introduction: Summary During the Marketing Simulation Game, our team experienced many obstacles and had to work through them from beginning to end. Our turns appeared to be very scattered due to an communication obstacle, but we agreed we had to make a change in our entire strategy when we hit $3,970 in debt. Cohesively, we decided to change our target market, which led to promotional, pricing, product and placement changes as well. These alterations benefitted our team, since we began to bring in profit. Throughout this entire process, we learned many lessons and if we were to do this simulation over, both of us would approach our strategy differently. In this report, our overall result will be evaluated, the lessons we learnt along the way and how we applied marketing knowledge to our turns will be discussed, along with other factors that influenced our team along the way. Overall Result According to the leader board metric, we sold 310 units throughout the game, and earned a total of $15,220.06. Our changes benefitted our overall result, because in the end we ended...
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...Marketing Management Report The Concept My concept is an end-to-end e-waste management company dedicated to environmental stewardship with advanced recycling technology, and to extract high quality metals by rendering innovative e-waste management solutions with fastest turn-around time from e-waste to economically viable metals. This company will solve and meet three critical needs: 1. It will give municipalities and companies a cost effective alternative to landfilling and rerouting the generated e-waste. 2. It will regularize the current fragmented e-waste management industry, which consists of collectors, recyclers, transporters, smelters etc and will provide end-to-end e-waste management solutions to produce economically viable metals. 3. It will use latest metal extraction and e-waste recycling technology to produce metals that will help to meet growing demand for environmentally viable metals. The recycled metals will be targeted towards electronics manufacturers, metal traders, and equipment manufacturers. Additionally, the company will offer a service to, e-waste storage and recycling plants by municipalities, sellers and manufacturers of EEE (electrical and electronic equipment). Currently, these municipalities and companies face several issues regarding the disposal of WEEE (waste electrical and electronic equipment). Landfills are filling up fast and current e-waste management solutions are not adequate to meet the ever increasing inflow of waste....
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...Healthy By Nature Marketing Strategy Report Prepared by Rosanne Critelli – 992342X For Ms. Janet Bradley 1 Madeup Street Melbourne VIC 3000 Australia 9/25/2013 Page |1 Executive Summary The purpose of this report is to conduct a market analysis and propose a market strategy for Ms Janet Bradley to assist her in establishing a new fast food chain Healthy By Nature, which be centred around providing nutritional, low calorie food to its customers. The first step undertaken in conducting the market analysis was to analyse and determine the behaviours and characteristics of consumers who purchase both fast and low calorie foods. The microenvironment surrounding the market was then considered and potential suppliers, intermediaries, publics and direct and indirect competitors were analysed and identified. An analysis was then undertaken of the macroenvironment and factors and trends relating to the demographic, economic, natural, political, and cultural factors were considered and identified. The findings from the market analysis concluded that the target market for Ms Bradley’s new business was likely to include single professionals, parents with children aged between 5 and 12 years, and adults aged between 45 and 54 years. The direct competitors were considered to be Boost Juice, Subway and Nando’s and the indirect competitors, McDonald’s, Domino’s Pizza and Woolworths. A marketing strategy was prepared which identified three target market segments and characteristics of each...
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...1.0 Introduction: 1.1 Purpose of the Report: The report is the first phase of a modified integrated marketing and communication plan for a new treadmill called Digi-Sprint. 1.2 Description of Digi-Sprint: Digi-Sprint is the only treadmill that has a retractable integrated touch screen computer with Wi-Fi, voice reader and webcam. The screen is retractable to fit the different consumer’s different needs as some would prefer to have the screen at a distance while others prefer it to be at a close range. For consumers who do not like reading while running the voice reader would read out the required areas of the website. Another main feature of Digi-Sprint is that it is silent. It does not emit noise like other treadmills. (Refer to table 1 in the appendix for all the features of Digi-Sprint both tangible and intangible characteristics). 1.3 Brand Image and Brand Identity: “Brand identity is a combination of name, logo, and design.” (Blech, Blech, Kerr & Powell, 2009). Digi is short for digital which implies to the consumers that the treadmill is digitalised and sprint is supposed to represent the athletic factor of the treadmill. The brand image that the company wants consumers to associate with the Digi-Sprint is that it is a sophisticated, intelligent high-end brand treadmill that is revolutionary and entertaining. The sophisticated image is to be achieved through the sleek and complex design. Intelligent is accomplished through the sharp, quick and innovative interface;...
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