...online and get next day delivery, their moto is “Our Food is fresh, our customers are spoiled….. Order on the web today and get next-day delivery of the best food at the best price, exactly the way you want it with 100% satisfaction guaranteed.” The primary business is to allow customers to order their food online and avoid going to a grocery store they can buy anything they want online and you can have it delivered to you house. Key players would be the people who launched the business in 2001 Joseph Fedele and Jason Ackerman. Many companies have fallen online with the grocery service and they boldly stated they were the “greatest way to shop for food” this again was a bold statement in many of these chains have fallen. Company launched in 2001 and by 2011 you had to have a order of 30$ with a delivery fee associated with it. The company started to fall apart when the competition start to raise in the industry that is when they started offering local grown and organic but their were some fields they just couldn’t compete with. 23–30 Borden Avenue Long Island City, New York 11101 U.S.A. Telephone: (718) 928-1000 Fax: (718) 433-0648 Web site: http://www.freshdirect.com Private Company Founded: 1999 Sales: $200 million (2005 est.) NAIC: 311991 Perishable Prepared Food Manufacturing http://www.encyclopedia.com/doc/1G2-3480000039.html SWOT ANALYSIS Strength: * Has strong financial assets * Powerful online grocery brand * Advanced food technology with software...
Words: 1037 - Pages: 5
...tomorrow it is out of date. Apple is a manufacturing company that creates innovative consumer electronics and software products. Apple has developed a name brand in phones, MP3 players, tablets and computers that is highly reputable globally. The late Steve Jobs was the founder of this company that he developed in 1976. In this paper I will do an extensive SWOT Analysis to determine the state of the company and what improvements or changes can be made. Introduction of a SWOT Analysis SWOT stands for strengths, weaknesses, opportunities and threats. This analysis is used to assist an organization in identifying internal and external issues that have positive and negative effects on the operation and overall success of the business. Managers that strategically plan the direction of their companies use analysis such as SWOT to make decisions. In order for this method to be successful, the analysis must be descriptive, not just a list of variables. Strengths 1. Product Quality – “Apple never cared about anything other than increasing product quality and decreasing production cost,” said Li Mingqi, a previous manager of Apple (Duhigg & Barboza, 2012). 2. Leading Brand – Brand image has helped Apple rise to be one of the most valuable companies in the world (Beaulie, Joseph. 2011). Apple has established its brand as one of...
Words: 1426 - Pages: 6
...1. DETAILED MARKETING MIX 1.1 PRODUCT Design • Aerodynamic designing for smoother handling at high speed • Sporty seating posture with convenient grip for superior performance • Visor mounted collapsible rear view mirrors • Like most other sport models Hero MotoCorp has dropped the kick start for Karizma ZMR. Variety Karizma ZMR is offered in four colours • Panther Black Metallic • Vibrant Orange • Blazing Red • Sporty White Features • F1 engine with Fuel injection • Digital display • Maintenance free battery • Real time Mileage Indicator • Tube less tyres Brand Name The brand name comes from Karizma R as the bike is the line extension of the same. Warranties It comes with a 5yrs or 70,000 km warranty (whichever happens first, from the date of purchase). After Sale Service The company has 5800+ sale and service points all across India to service the customer. With the purchase of bike customer gets 3 free services. 1.2 PRICE Customer segment is the premium youth segment in the age group of 18 to 25. The product is a premium offering in the motorcycle segment, which makes it an eligible contender for value based pricing. However, cost effectiveness has also been kept in mind while competitively pricing the product to make it economical in the sports bike segment. Karizma ZMR has been consciously priced at 1.03 lakhs (ex- showroom price) against the competitor Yamaha, which is priced...
Words: 2364 - Pages: 10
...the requirements mentioned to us and now it is up to the reader to read carefully and understand what we want to communicate. This report provides a brief knowledge about unilever. Acknowledgment My first foremost humble and gratitude thanks to ALLAH the almighty for giving me the velour to remain dedicate to make this report. This underlying form term report is based on the analysis of different marketing mix function of unilever applied on sunsilk. In making this report we collect data from publication, internet, magazines and official person. Executive summary The summery of this report is that in this report we describes the history , mission , vision, purpose, their total brand in Pakistan and how company manage these brands for segmentation, targeting , and positioning. This report tells us that how company selects their segmentation, targeting and positioning strategy for a specific product Sunsilk shampoo. This report tells that what are the pricing, promotion, and packaging strategy of sunsilk shampoo. It also mentions that what are the version of sunsilk shampoo launch into the market according to consumer need and evaluation. Strength, weakness, opportunities and threats also discuss in this report. In the end recommendations are given that what strategy unilever will follow to meet the strategies and market share of their competitors. Contents...
Words: 3240 - Pages: 13
...use celebrity endorsement in all commercials advertisement. It is great potential to the brand itself to manage well the brand equity when using celebrity endorsers to promote their product to the market. It is proves that using celebrity endorsers are more focus on their personal attitudes and increase their validity and also their persuasiveness. Besides that, source credibility typically viewed as a function of trustworthiness and expertise of that celebrity. It is primary factor determining how influential the endorser will be. Tears and no tears is method used in the celebrity endorser. Example is trustworthiness, expertise, attractiveness, respect, similarity, audience match up, saturation factor and others. This factor...
Words: 3634 - Pages: 15
...p12 1.2.1.1 . The economic evolution… … … … … … … … … … … … … …................... p12 1.2.1.2 . An evolution of methodes………………………………………… … …p13 1.2.2 . The foundations of the sponsoring………………………………………………… ... p13 12.2.1 . The characteristics of l'echange……………………………………… …p13 1.2.2.2 . The sponsorship as a component of a comprehensive system… … … … … … …p15 1.2.2.3 . The objectives of the sponsorship… … … … … … … … … … … … … … … … … …p15 1.2.3 . Why the French Stage attracts t-it both for sponsors ? ......................................... p18 1.2.3.1 . Sponsorship: a dynamic positive……… … … … … … … … … … … .p19 1.2.3.2 . A search of positionnement………………………………………… ... … ..p20 1.2.3.3 . The creation of a link between the consumer and the brand.. … … … . … …p21 1.2.4 . The dangers of sponsorship… … … … … … … … … … … … … … … … .p21 1.3 . The communication policy… … … … … … … … … … … … … … .p23 1.3.1 ....
Words: 24305 - Pages: 98
...Unité 1 Leçon 1 Leçon 2 Leçon 3 Leçon 4 Unité 2 Leçon 5 Leçon 6 Leçon 7 Leçon 8 Unité 3 Leçon 9 Leçon 10 Leçon 11 Leçon 12 ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… 2 3 4 5 ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… 7 8 9 11 …………………………………………………………………………………. ……………………………………………..………………………………….. ……………………………………………..………………………………….. ……………………………………………..………………………………….. 12 13 15 17 ÉCHO A2 – Lexique franco-anglais © CLE International, 2012 1 Augmentation (n.f.) Augmenter (v.) Cancer (n.m.) Chiffre (n.m.) Climat (n.m.) Correspondre (v.) Développer (v.) Devenir (v.) Diminuer (v.) Énergie (n.f.) Évolution (n.f.) Futur (n.m.) Guerre (n.f.) Hésiter (v.) Increase To increase Cancer Figure, number Climate To correspond To develop To become To reduce Energy Evolution, change Future War To hesitate Métier (n.m.) Nourriture (n.f.) Opinion (n.f.) Optimiste (adj.) Paix (n.f.) Partie (n.f.) Pétrole (n.m.) Population (n.f.) Quotidien (n.m.) Relation (n.f.) Riche (adj.) Terre (n.f.) Transporter (v.) Vivement Job, occupation, trade Food Opinion Optimistic Peace Part Oil, petroleum Population, people Daily Relation, relationship Rich Earth, ground To carry, to transport Vivaciously Autant Nommer (v.) As much To name, to list, to appoint ...
Words: 5626 - Pages: 23
...-Journal of Arts, Science & Commerce ■ E-ISSN 2229-4686 ■ ISSN 2231-4172 MARKETING STRATEGIES OF GLOBAL BRANDS IN INDIAN MARKETS Dr. Girish Taneja, Associate Professor, Head of Department, School of Business, Faculty of Business & Applied Arts, Lovely Professional University, Phagwara, Punjab, India Neeraj Gupta, Lecturer, School of Business, Faculty of Business & Applied Arts, Lovely Professional University, Phagwara, Punjab, India. Rajan Girdhar, Research Fellow, Faculty of Business & applied Arts, Lovely Professional University, Phagwara, Punjab, India. ABSTRACT With increasing globalization and international trade, a number of international brands are entering into India which is one of the fastest growing and highly competitive markets in the world. Though, most of the global firms failed to understand the needs of Indian consumers as well as the market characteristics but there are a few of them who have been successful in positioning their brands into the Indian market because they attempt to understand well the needs of target group before introducing a brand into the market. Even some of the most successful brands in today’s time had committed several blunders or mistake while initially entering into Indian market. For instance, Kellogg’s, McDonald’s, LG, Reebok and Coca-Cola are among such global brands who initially introduced standard products by following standardized global strategies but later realized their mistakes and thus modified their product or services...
Words: 5782 - Pages: 24
...I Company Background: Unilever is the parent company of the Skippy brand peanut butter. Unilever is a multi-national company with over 174,000 employees and operates in over 100 countries. Unilever has an annual advertising budget of over $77 million dollars, however it does not break down the budget per business segment. Total sales for Unilever is over $59 billion USD during fiscal year 2008. (Reed Elsevier Inc) II. Brief Introduction: Skippy was founded in 1933, 10 years after the product was initially developed by Joseph Rosefield. Skippy's Peanut Butter is manufactured in a single 158,000 sq ft plant in Little Rock, Arkansas. They produce over 10 million cases of Skippy per year and have a total of 72 different SKU's produced for global consumption. They use over 1.2 billion peanuts a day and each 18 oz jar contains 853 full peanuts. (Food & Drug Packaging, 2004) Sales data for Unilever saw overall growth in this business segment in 2008 of 7.9%. Peanut butter sale is included in the Savory, dressings and spreads product area by Unilever and accounted for sales of over $14 billion Euros. (Annual Report and Account 2008, 2008) Skippy is a marketing based organization. The products they develop and market are geared towards meeting customer needs and attempting to differentiate themselves from their competition. Examples of this would include reformulating the Skippy Peanut Butter to have a more "peanutty" taste (Skippy Peanut Butter, 2009) and also developing...
Words: 3885 - Pages: 16
...KEA's Global Strategy Swedish company IKEA was the world's largest furniture retailer since the early 1990s. It sold inexpensive furniture of Scandinavian design. The company operated in 55 countries with a workforce of 76,000 (the company referred to its workforce as its 'co-workers'). IKEA offered nearly 12,000 items to the home furnishings market worldwide. It sold a wide range of products including furniture, accessories, bathrooms and kitchens at 186 retail stores in 30 countries across Europe, North America, Southeast Asia, Middle East and Australia. IKEA enjoyed high brand equity. | | In 2003, Manhattan US-based Interbrand, a marketing research and consultancy firm, valued the 'IKEA' brand at $6.92 billion and ranked IKEA 43rd on its list of the top 100 most valuable global brands, ahead of Nestle, Harley-Davidson, and Apple.3 | Analysts attributed IKEA's success to its skill in combining good product design and superior quality with an affordable price. IKEA's low-pricing strategy was aimed at young people. For several decades, IKEA had looked for international markets, which were culturally as close as possible to the Scandinavian market. The basic assumption behind IKEA's global strategy was 'one-design-suits-all.' Anders Dahlvig, the CEO of IKEA, had once said, "Whether we are in China, Russia, Manhattan, or London, people buy the same things. We don't adapt to local markets." | IKEA had, in fact, been quite successful with its 'one-design-suits-all' global...
Words: 306 - Pages: 2
...developing an effective promotional strategy. The nine steps are figuring out who your company is, deciding on the product, deciding on who we want to attract, what are you trying to accomplish with your strategy, getting the message to the target market, how are you going to say it, how will you present it, taking the message to the audience and determining the effectiveness of the strategy. When determining the promotional identity of our company, we need to determine who the company is. When the company wants to be successful in this, the company’s image and identity must match because some consumers may not image how you see your company. ABSOLUT already has a good brand identity which is why the company is so successful. The second part is deciding who we want to attract for our new product. ABSOLUT is a big brand name and there are many different types of customers. The customers range from people who want to just drink casually at home to the bar in the big city that sells alcohol at their bar or club. In order to attract the target customers, we must market in the right places which will make the strategy the most effective. Once the target market is decided on, we need to figure out what the company is trying to accomplish with this plan. With this promotional strategy, ABSOLUT hopes to reach out to their loyal customers and also new potential customers...
Words: 3396 - Pages: 14
...From wikipedia: Brand From Wikipedia, the free encyclopedia For other uses, see Brand (disambiguation). "Marque" redirects here. For other uses, see Marque (disambiguation). [pic] [pic] The Coca-Cola logo is an example of a widely-recognized trademark representing a global brand. |Marketing | |Key concepts | |Product marketing · Pricing | |Distribution · Service · Retail | |Brand management | |Account-based marketing | |Ethics · Effectiveness · Research | |Segmentation · Strategy · Activation | |Management · Dominance | |Promotional content | |Advertising · Branding · Underwriting | |Direct marketing · Personal sales | |Product placement · Publicity | |Sales promotion · Sex in advertising | |Loyalty marketing · SMS marketing | |Premiums · Prizes ...
Words: 5688 - Pages: 23
...[pic][pic] Consumer Behaviour Introduction to the brand Dove is a personal care brand owned by Unilever. Dove products are manufactured in the Netherlands, United States, Germany, Ireland and Brazil. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of a dove, the colour of which often varies. Dove's products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products. Dove soap was launched in the United States in 1957, years after Unilever acquired soap factory De Duif (Dutch: The Dove) in The Netherlands, from which the English brand name Dove is derived. Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream. Dove has a great consumer following and has established itself as a premium Soap or rather a beauty bar in the market as well as in the minds of the consumer. [pic] Target Audience The target audience for Dove is basically • Women who want to care for their skin • Who want to look and feel their personal best • Aged 30 – 50 • Beginning to feel the effects of dry skin It has been observed that the core target audience of dove are women who are home makers or are working professionals Mostly they are the middle aged women who want beautiful skin and are not swayed by the fairness which other soaps...
Words: 1842 - Pages: 8
...gives the larger players a stronger hold as industry leaders (CNBC.com, 2010). However, even these companies, along with all of the others within the soft drink industry face barriers associated with the changing nature and desires of its buyers, geographic and nationalistic trends and tastes and decreasing market share available. Brand identity is a very powerful force within the soft drink industry. It takes an extensive period of time to develop a brand that has recognition and customer loyalty. A well recognized brand will foster customer loyalty and create the opportunity for real market share growth, price flexibility, and above average profitability. It is no surprise that the most recognizable brands within the global economy hold the lion-share of the soft drink market. 29.9% of the market (CNBC.com, 2010). This duopoly holds a stranglehold on the market which is a fierce detractor for entrants. Currently, the biggest threat of entry faced by major competitors within the soft drink industry may be from private label manufacturers (CNBC.com, 2010). Industry leaders Coca-Cola and Pepsi are continually challenged to increase brand loyalty in their core products so that consumers label products. For a new entrant to compete effectively, it would have to be willing to expend the excessive amounts required toward capital investment in order to...
Words: 1221 - Pages: 5
...University of westminster | WOMAN’S TOILETRY INDUSTRY | Principle’s Of Marketing | Seminar Leader: Jennifer Chang | Word Count: | 12/9/2010 | By Taslima Khanom, Sinem Sisman, Hamda Batah and Zhaneta | Table of Contents 1. Executive Summary 3 2. Terms of reference 3 3. Industry Information 3 4. Overview of adverts 4 5. Segmenting, Targeting and Positioning 5 6. Consumer Buying Behaviour 8 7. Promotion 12 8. Communication strategy 16 9. Price 17 10. Product 18 11. Place 20 12. Critique & Recommendations 22 13. Bibliography 23 14. Appendices 26 1. Executive Summary 2. Terms of reference 3. Industry Information The Cosmetic Toiletry and Perfumery Association annual report (CTPA), (2009) declares ‘Mass toiletries have performed less well with higher growth from units (4.3%) than value (2.5%)’, as seen by the sales figures in Table 1.1. In addition to this Mintel (2010) suggests ‘women spend an average £653.64 a year on beauty products’. Such products include toiletries like cosmetics, fragrances and personal care products as seen in table 1.1. The director of Research at Mintel, Joan Holleran (2009) states "Personal care companies need to focus on value, feel-good benefits and new product innovation to keep shoppers interested" in order to generate sales growth. The distribution channel of the companies within the industry include direct and multiple selling depending on the specific product categories...
Words: 6674 - Pages: 27
