...children and risk the message being lost before it can reach those with the purchasing power. SAMUEL GEE Senior Technology and Media Analyst CHILDREN’S MEDIA Issues and Insights December 2014 Despite high penetration, smartphones are less important to children The facts • There is a 25 percentage point difference between the proportion of children who have a smart TV in the home and the proportion that use the device; some 36% of children have the device at home, and 9% use it. • The difference for tablets is 28 percentage points; some 77% of children have a tablet in their home, but only 49% ever use the device. • For smartphones, the difference is 46 percentage points – the largest out of any device owned by Mintel. The implications The importance of technology to media producers should be judged by how frequently it is used by children, relative to its presence in their homes. Penetration alone is not enough to gauge the impact of devices. Smartphones may be some of the most commonly owned technologies in consumer households, but the low rate of usage of them by children suggests that their importance to their routine is not high. The most common digital activities that children carry out when second-screening, for instance, are playing games and then chatting to friends – both activities more enjoyably done on tablets or laptops, with more power and larger, easier to use screens. Younger children are also less likely to have variable...
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...stay ahead of their competitors. The beauty market is a growing market despite the high concentration of companies. Indeed, according to Kline “sales of the hand and body lotions category have grown at a CAGR of 1.4% from $1.9 million in 2006 to $2.1 million in 2012”. Additionally to that body lotion is a very used product, as a Mintel research had shown 81% of beauty product consumers use body lotion and 89% use 89%. Moreover the men beauty product market is still booming and there are some market shares left. Indeed, according to a Mintel marketing study 7% of American males use anti-ageing products and 59% of American men think that 59% care product can boost their self-confidence. The market of personal care product for men has increased, it represented 4% of the sales in 2007 and now it increased up to 12% in 2012 to reach 3 billion dollars. Furthermore candles market is also a prosperous market, 7 out of 10 households own a candle and 90% of buyers are women, so a combined product is logical and can be successful. The organic ingredients, the “natural” designed packaging and the features of this candle, is also a strength, as shown in the Mintel research “nearly one-third” of the consumers are seeking all organic products. Plus, these past few years articles pointed the harmful effect of candles especially because of their non natural features. But this product is safe because organic but also because it does not damage the skin or burn it. However concretes advantages...
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...2 February 2013 1st March 2013 Mark Courtice Chief Executive Officer Theatre Royal Of Winchester Jewry Street Winchester SO23 8SB Dear Mr Courtice, Re: Analysis of the Royal Theatre of Winchesters competitive market forces Further to our recent meeting, I have undertaken an analysis of the macroeconomic market affecting the theatre of Winchester as well as the competitive environment of the market the theatre operates. Further an analyse of the theatre it self has been conducted, and assessed the theatres ability to deal with this changes. Below you will find an outline of the two most significant factors impacting the theatre. An area for concern is the decrease in disposable income for the AB-socio economic group. This is where most of the customers to local theatres can be found and it have resulted in customers being more aware of its spending. Furthermore, customers might choose a competitive product such as a cinema ticket instead due a lower price. As a result of the increased unemployment in the UK, as well as the decreased disposable income consumers may defer trips to the theatre regarding the difficult economic climate. The reluctance to spend money on theatre tickets increases the risk posed by substitutes to the theatre of Winchester. Possible substitutes are: west end theatres, cinemas, TV shows, new technology and big events. Additional, there are several other theatres in UK, which can offer the same actors and plays as Theatre of Winchester...
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...Emerald snack nuts, Pop Secret popcorn and Diamond of California nuts. (The Oregonian, 2010) Introduction Kettle Chips managed to maintain their top position in the premium crisps segment, with an estimated 4% market share in 2010 of the total crisp market – giving them a total of 23.8% rise in value shares in crisps and snacks from 2008 to 2010. (Mintel Oxygen, 2011) Mintel (2011) explains that although Kettle Chips maintained its lead as the only brand of size in the premium segment, competition is rapidly increasing from other companies such as Tyrrells and Walkers’ Red Sky, causing their sales growth to slow down in 2010. Although Kettle Chips are an international brand this report will mainly be focusing on their UK business. Approach This report shall evaluate both the micro and macro environment in order to identify any trends that may affect the company’s marketing strategies. It shall also identify any opportunities that can be developed in to competitive advantages as competition seems to be becoming an issue. All the data in this report will be secondary research. Quantitative data will be sourced from Mintel. Comparative data...
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...18/05/2009 TropExo | Ifruitrop International Marketing plan. Focus on TropExo [New Branch in UK] the document title] | Name : Veronica Maria Bento.Student Number : 047069350.Module : International Marketing.Course : International Business Management.Word count : 4400. | Table of Contents 1. Introduction. 3 2. Market Choice. 4 3. Objectives. 5 4. Environment. 6 5. SWOT Analysis. 9 6. Consumer target: Segmentation and positioning. 10 7. The market and competitors. 10 8. Market Entry Strategy. 11 9. The product. 14 10. The Price. 16 11. Channel of distribution. 17 12. Promotion. 17 13. Implementation / Future 18 14. References: 19 Additional reading: 20 15. Appendix. 21 Introduction. For the last several decades, Ifruitrop, based in Ivory Coast, has been a producer and exporter of tropical fruits. Using the effect of globalisation of taste and evolution of technologies, it exported its products in European and Middle Eastern markets. Until now it used an indirect channel of export, e.g. a middle man in foreign countries. However, it recently decided to internationalise through new channels. The stimulus to change the company’s strategy came from its CEO, who has found new opportunities in the European market. In addition, the home market is saturated and the company is reaching excess capacity, which cannot be sold through usual export channels nor on the home market. To assess whether or not they should “stay at home”...
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...Assessment 2. Presentation Briefing Financial and Marketing Analysis of Company Submission The presentation will take place during normal seminar hours. Attendance is compulsory. You are required to use PowerPoint for the presentation. All group members must present on the day. In addition to doing the presentation in class all students must submit an electronic version of their presentation individually online by using a separate link on the Blackboard. All group members must submit the same PowerPoint slides. The deadline for the group presentation in class is Semester 1 Week 10, Monday 30th November or Tuesday 1st December 2015 depending upon your timetable. The deadline for online individual submission of the PowerPoint presentation is Wednesday 2nd December 2015 at 1:00pm. Additional instructions on submission will be posted on Blackboard close to the deadline. You may save the PowerPoint slides and their explanation notes as MS Word or PDF before submitting it. If you have a financial hold situation a hardcopy plus electronic version will be accepted via the WBS Registry Coursework Lobby before the deadline. Please do not email your module leader or your seminar leader your coursework unless you have been asked to do so. The Registry does not accept such a submission in most cases. If you are having technical difficulties on the date of submission please email Evgeniya Macleod (e.macleod@westminster.ac.uk) and call FixIt. We strongly advise that you submit...
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...group and luring in other types of consumers, in order to hold its ground, while its competition tries to do the same (DataMonitor, 2010). The most notable problem, among the many that are to be mentioned here, is the current trends with its target market—18 to 34 year-old males. According to Mintel Reports, as of 2007, men, ages 18 to 24, spend 7.3% of their income on “food away from home” and men, ages 25 to 34, spend 6.0%—percentages that seem relatively high when compared to older males (Mintel Reports, 2007). Although the numbers seem pretty favorable, Burger King fails to cater to, and focus, on women. Studies have shown that fast food is one of the four most frequently purchased items by women, ages 18 to 34 (Mintel Reports, 2008). Furthermore, studies have shown that 70% of all women made six or more purchases of fast food from a chain, throughout the year (Mintel Reports, 2008). Therefore, women have consistently shown to be a powerful target market, and Burger King has unfortunately failed to direct its market strategies toward them. Additionally, this segment of young men has become more financially dependent on their parents; indicative of less spending money (Mintel...
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...* 1. Introduction Next PLC is a UK based public limited company. It fostered its name in 1986 from J Hepworth & Son which was a dowdy men's clothing chain established in Leeds in 1864 and became public in 1984 (Nexis® UK, 2009). Afterwards, the company bought Kendalls with 78-store women's clothing chain. George Davies who was hired by the chairman of retail group Storehouse Terence Conran positioned the company as a fashion type clothing provider with a mainstream price and came up with the word Next as up-to-date. Since then the company has expanded its business and bought Grattan (a British mail-order company) in 1986, retail chain Combined English Stores Group and the Dillons-Preedy chain of newsstands. In 1987 Next launched Childrenswear.. and it became one of the leading retail companies in the United Kingdom. Nowadays Next owns a significant number of retail shops in the UK and many franchise stores overseas (Nexis® UK 2009). The company specialises in stylish clothes, shoes and accessories for women, men, and children. Presently, the retail industry is going through many difficulties caused by a number of factors. These factors have both direct and indirect effects on Next PLC and led to a reduction in its market share. The goal of this study is to: 1. Examine Next´s relative decline in sales 2. Compare the strengths and weaknesses of the Next brand with its main competitors 3. Identify the benefits of Next clothing from the perspective of consumers ...
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...Jessica Wang, Jana Levin, Jackie D’Aquila, David Sit CM 447 Coursework 2 26/04/13 I. OVERVIEW For decades, Avon has been an iconic brand for its unique business model, active service to the community, and success as a global name. However, since 2008, Avon’s profits have been falling significantly due to a failure to adapt to changes in the macroenvironment. For example, the recent growth of technology has influenced the way that consumers are buying beauty products. Direct selling has decreased in popularity due to increases channels of distribution, and more consumers turning to the Internet to make cosmetics purchases. Yet, Avon remains behind other major beauty companies like L’Oreal and Unilever in terms of online presence. The combination of these factors has reduced the demand for Avon products and decreased the amount of women, who are interested in selling them. In response to their falling sales, Avon has adapted a penetration strategy that involves brand extensions to men’s personal care, teen cosmetics, and natural skincare products. In addition, Avon has extended its distribution to outlets to mall kiosks and larger retail stores. This diversification in product selection and sales has left Avon with a lack of focus that has left employees spreading their efforts too thin and consumers questioning its brand identity. Lastly, Avon’s success in the 1960s and 1970s was mostly among stay-at-home suburban mums, and the lack of sustained advertising...
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...Fruit Juice Fruit Juice Veg Pots Veg Pots Children’s Market Children’s Market Fruit Tubes Fruit Tubes Fruit Juice Fruit Juice Smoothies Smoothies External Environment POLITICAL/LEGAL * Government supports healthy eating E.g. Change for Life (Practice Nurse, 2009). * Ofsted: Banning unhealthy foods from schools (Telegraph, 2010). * The UK Advertising Standards Authority that state Innocent Smoothie is equivalent to 2 of your 5 a day and Veg Pots are 3 of your 5 a day (Bruce, 2009). * Packaging legislations | ECONOMIC * Recession has led to unhealthy eating habits (Paton, 2009a). * Capital taxation * Inflation affects price | SOCIO-CULTURAL/ DEMOGRAPHIC * Trend: consumers are seeking ethical products (Mintel, 2008) * Trend: Consumers are more health conscious then before (Food Standards Agency,...
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...5/7/2013 MK0274 | W10003081Word Count: 2052 | Tutor: Paul Copley | Northumbria University | Marketing Communications Plan for the Launch of the iPhone 5 | Northumbria University | Marketing Communications Plan for the Launch of the iPhone 5 | Contents Page No. 1.0. Introduction…………………………………………………………………….…………………….2 2.0. Section 1- Campaign Context Analysis……………………………………………..…….2 3.1. Customer Analysis………………………………………………………………...…….2 3.2.1. Demographics…………………….………………………………………….….2 3.2.2. Behavioural Insights……………………..……………………………………3 3.2. Competitive Landscape………………………………………………………………..3 3.3.3. Direct…………………………………………………………………………..…….3 3.3.4. Indirect…………………………………………………………………….………..4 3.3. Market trends & Forecasts…………………………………………………….…….4 3.4.5. PESTEL Analysis………………………………………………….………………5 3.4. Brand Analysis……………………………………………………….…………………….6 3.5.6. Positioning………………………………………………….……………………..7 3.5.7. SWOT Analysis…………………………………………….…………………….7 3.5. Review of iPhone Marketing Communications Activities……………..8 3.6.8. Past Campaign History……………………………………………..……..…8 3.6.9. Implications for the Marketing Plan………………….…….………..9 3.0. Section 2- Marketing Communications Plan (MCP)………………………………10 4.6. Communication Objectives…………………………………………….………….10 4.7. Target Audience ……………………………………………….……………………….11 4.8. Promotional...
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...and competitive and pricing strategies. The information given in the report are researched in databases, books, websites, internet articles and YouTube clips. Supply and demand factors in the markets. The economic crises The economic crises, started in 2008 caused a decrease in the PDI (Personal Disposable Income) which led to a decrease in general household spending (Kirkup, 2011) The bottled water market was affected by the economic crises as well. The demand for bottled water decreased. To illustrate the consequence’s, the supply and demand diagram below depicts a shifting demand graph to downwards. P D2 S1 D1 Q The dropping PDI, made people drink more tap water instead of buying expensive bottled water (Mintel, 2009).Battled water is seen as a luxury good as the substitute tab water is cheaper...
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...------------------------------------------------- DISSCUSS HOW wAITROSE hAS COMBAINED EACH OF THE SEVEN ELEMENTS IDENTIFIED BY JOBBER TO BUILD IT SUCCESSFUL BRAND This report will discuss how Waitrose successfully combined the seven elements identified by Jobber to build its well know brand. Waitrose, an upmarket British food retailer is the food retail division of Britain’s largest employee owned retailer, the John Lewis Partnership. With over 300 branches across the UK, including 30 “little Waitrose” convenience stores (John Lewis, 2013), Waitrose holds 4.9% share of the market; hence standing as the sixth-largest grocery retailer in the UK (UK Kantar, 2013). Waitrose sells over 18,000 products, from food to entertainment etc. it also provides an online service through its subsidiary, Waitrose.com and Ocado.com. Kotler et al (2008) identified a brand as an identity of a specific product, service and/or business; therefore, it must be thoughtfully developed and managed. In order to build and manage a successful brand, Jobber (2010a) identified seven elements: Positioning; Repositioning; Long-Term Perspective; Internal marketing; Being first; Well-blended communication and Quality. 1. Quality: Jobber (2010b) explains that it is very important for companies to build quality in its core products; as he suggest non-quality product is the key, foremost reason for brand failure. Waitrose focuses on food and drinks as its core product. Therefore, it is committed to bring...
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...PUMA APPAREL BRAND ANALYSIS Aakriti Arora-W1580466 Arpit Jain-W1579903 EXECUTIVE SUMMARY Business strategy is important for every business growth and it sustainability in the market. A brand’s essential mission is to contribute to the consumer’s happiness and to boost sales. Our contemporary society is characterized by hyper-consumption (Lipovetsky, 2007). The individual is no longer seduced by objects and their discovery; on the contrary, he is attracted by the intimate consumption of products, by a personalized type of happiness and by a value communication of brand .To analyze brand strategies, it is important to analyze the external and internal environment affecting the organization by studying the trends in the market, strengths, weaknesses and core capabilities of any organization. Increasing competition has made it mandatory to focus on customer retention(Hong and John,2010)An organization’s success depends on its strategy decisions and to be successful, it is important to implement out of the box strategies. This report examines the sportswear industry and its major players’ marketing activities and strategies within a competitive environment, which will then lead to a strategic brand direction for a brand. Favorable trends have been observed in the sportswear industry, creating great opportunities for brands to capitalize on. The sector is observed...
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...How Costa Coffee would benefit and create additional value for their coffee store clients by using elements of Starbucks marketing strategy? Contents Introduction 3 Coffee Market in the UK 3 Market Leading Coffee Shops in the UK 4 Costa Coffee 4 Identifying competition 6 Starbucks 6 Conclusions 8 Recommendations 9 References 11 Appendix 1 13 Appendix 2 14 Appendix 3 15 Introduction Competitive marketing strategy is described by Kotler and Armstrong (2012) as a strategy which positions company against competition giving it the strongest possible strategic advantage. I have chosen Costa Coffee as it currently is the market leader in terms of most coffee retail outlets in the United Kingdom as demonstrated on appendix 1. Kotler and Armstrong (2012) point out that competitor analysis includes assessing competitions objectives, strategies, strengths and weaknesses, reaction patterns and selecting which competitors to attack or avoid. For he purposes of this assignment, I have identified competition based on the market share and customer view. Competitive marketing strategy is selected on the basis of it creating further value for the customer. Blythe (2009) concludes that competitive advantage is the outcome of effective...
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