...rollout of a new product, Sweet Dream, to complement its established frozen specialty dessert, LaTreat. Challenges To find the challenges, I had analyzed the SWOT factors in order to better ascertain whether Paradise did the right thing in order to pursue their goals and the recommendations are based on these factors. Internal External Strengths 1. Using the market data. 2. Positive results from the test markets for Sweet Dreams brand. Weakness 1. Focusing more on LaTreat 2. Senior Management go by gut feeling rather than market research data 3. Not using data to the fullest by the Product Manager 4. Less testing markets used for Sweet Dreams Opportunities 1.Growing markets 2.Use of market research data 3. Launching a fighter brand SO Implications & Scenarios 1). Strengths – Paradise is already using market research data for studying their products performance Opportunity – Paradise has vast information and data available from the market, which can turn the tables towards Paradise products. Its high time that Paradise utilizes this research data optimally and subsequently gain revenue and market share as well as make decisions for the launch of new product Sweet Dreams as fighter brand. The market is growing and it is the right time for the Paradise Foods to focus on launching the new brands. WO Implications & Scenarios 1). Weakness – The senior management at Paradise do not take the insights from the market research seriously...
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...“TerraCog Global Positioning Systems” WAC II ASSIGNMENT I Submitted to: Prof. Danesh Gojar By: Vinod Dubey (FSB I - 60682) Date of Submission: 11th March, 2012 TerraCog Global Positioning Systems February, 2008 To, Mr. Richard Fiero, The President, TerraCog. Subject: Launch of ‘Aerial’ Dear Sir, This report is an analysis of options available regarding project Aerial and strategy regarding dealing with the emerging competition in the market. Executive Summary The redesigned version of Aerial which includes features like satellite imagery is planned to be launched in the coming holiday season. TerraCog is losing its market share to Posthaste’s BirdsI, a similar product already present in the market and is eager to hit the market with Aerial. But the cost of redesigned Aerial is high ($475) and it is not profitable to price Aerial below $475, which is $75 higher than BirdsI. Also at current set price of $475, company cannot expect sufficient sales due to price sensitive nature of the product. Thus company should delay the launch by six months and should come up with better technology at a lesser price. Contents Sr No | Topic | Page No | 1 | Executive Summary | 03 | 2 | Situational Analysis | 05 | 3 | Problem Statement | 06 | 4 | Options Available | 06 | 5 | Criteria for Evaluation | 06 | 6 | Evaluation of Options | 07 | 7 | Recommendation | 09 | 8 | Action Plan | 09 | Situation Analysis TerraCog specializes...
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...MKT 571 Week 2 Learning Team New Product Launch Marketing Plan, Part I – NEW To Buy This material Click below link http://www.uoptutors.com/MKT-571-NEW/MKT-571-Week-2-Learning-Team-New-Product-Launch-Marketing-Plan-Part-I Create a product launch plan of no more than 1,050 words for 2 specific markets (choose a domestic country and an international country). This assignment requires research on both of your markets. Select a new product that has never been marketed as the basis for all of the team papers. You can make a major modification/improvement to a product/service on the market or create your own product/service. Include the following components for both markets: • Justification for your choice of product and the two countries • Market needs • Market growth • A brief SWOT Analysis • Potential competition • Product offering • Product identification • A 10-question survey that you will use for your final marketing plan, which collects additional primary data about the buyers. Your survey should be placed in your appendix and discussed in the body of the paper. Use the Sample Marketing Plan in Ch. 2 of Marketing Management as a guide in developing the components of your plan. This should not be a guide to formatting your plan. Format your paper according to the updated APA standards. Be sure to read the rubric for guidance on how the paper will be graded. Click the Assignment Files tab to submit your assignment as one complete document. Do not submit multiple...
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...Summary - If you Build it, will they come?? Innovation and new Ideas are valuable and change the prospective of any Industry however before jumping to conclusion it is important to know the market and analyze if there is market and if the space if profitable enough. As explained in book, most of the startups fails because they do not test market early on and concentrate on product and idea than the feasibility of it. To succeed the same, the author defines a process “Ready, Aim and Fire”. I will an example of consulting company who works with two financial angles first is to work with entrepreneurs and incubator companies with a percentage of share and second to work with middle sized companies with direct money transactions. READY First is to understand the market on multiple fronts including size, growth rate, emerging trends, competitors and expert viewpoints. All these factor are essential in understanding the concept and underlying idea. As stated by Steven Johnson in “Where good idea come from”, “The trick to having good ideas is not to sit around in glorious isolation and try to think big thoughts. The trick is to get more parts on the table.” To bring new part you don’t only need to understand what is already on the table and what competitors are doing to bring something new. Example: The more players an industry has more consumer friendly it becomes. It not only give power to customers but it forces organizations to distinguish themselves. To improve the customer...
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...In this task, I am going to be describing and comparing how marketing techniques are used to market products in two organisations. The first organisation I will be talking about is Apple, and the second being Coca Cola. Marketing means that a business will identify the needs of the consumer and produce products that meet the requirements of them. In order for a business to perform and succeed, it needs to make sure that their customers are at the heart of operations. Should businesses do this, it would mean that they are market-orientated. As well as this, there are other forms of orientation for business. These include; * The production concept * The sales concept When a business uses a marketing concept, and putting customers at the heart of decisions. By doing this, a business operates more efficiently by prioritising investments on product development for the customers. Objectives In order for a business to grow and succeed, it is essential that it has its objectives outlined. The first aim a business will have when it starts out, is to survive. Once this goal has been achieved, it means that they can now focus on growth objectives, which means that they can focus on increasing market share and increasing profits. When businesses set objectives, they follow SMART guidelines. SMART stands for; * Specific – The objective must be clear and concise * Measureable – Objectives must be able to assess properly * Achievable – The objective needs to be reasonable...
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...Vistakon, a high profile business in Johnson & Johnson (J&J) professional segment, has become a market leader in the contact lens industry due to the development and launch of Acuvue, the first one week disposable extended wear lens, and of Surevue, a two week disposable daily wear contact lens. Vistakon’s key success factor lies in the company’s strong technological advantage. Acuvue’s revolutionary manufacturing process (“stabilized soft molding”) allowed Vistakon to produce lens with improved optics and superior comfort to patients, whilst also keeping production costs (and prices) low. The technological leadership and continued innovation was also made possible by J&J. On the one hand, the highly decentralized organizational structure provided an ideal entrepreneurial environment which fostered change and innovation. On the other hand, the parent company provided Vistakon with the financial resources needed to attack a mature and competitive market. The latter two elements will prove to be crucial in creating a sustainable competitive advantage based on technological superiority and fast go-to-market (first mover advantage). In fact, although Vistakon’s current manufacturing technology will likely be matched and surpassed by competitors, Vistakon’s continuous search for innovation, coupled with J&J’s strong financial support will ultimately guarantee a constant technological leadership. In 1993 Vistakon is considering launching 1 Day Acuvue, the first daily...
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...I. The positioning of United Cereal (UC) a. The vision of United Cereal We accompany you to embrace every delicious and hopeful morning. You inspire us to pursue forever innovative and vigorous winning. ------- United Cereal In a study (James C. Collins, Jerry I. Porras, 1996), James C. Collins and Jerry I. Porras proposed that a well-conceived vision consists of two major components: core ideology and envisioned future. Core ideology defines what we stand for and why we exist. The envisioned future is what we aspire to become, to achieve, to create- something that will require significant change and progress to attain. 1. Core ideology Core ideology consists of two distinct parts: core values and core purpose. While the strategies and practices will adapt to the changing environment endlessly, core values and core purposes remain fixed in the companies which enjoy enduring success. As a set of guiding principles, core values are the essential and enduring tenets of companies and have intrinsic value and importance to those inside the organization. UC’s two time-tested values-customer and market oriented, and constant innovation- which can be summarized from the company phrases, are embodied in its vision: ● Customer and market oriented (“You inspire us”): It is customers who lastingly gave UC inspiration to do innovation and led UC to become a pioneer in the use of consumer research and focus group. UC listens to the customer, spots the trend, and holds the high...
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...New Product Launch Plan in the market By Pfizer Pharmaceutical Ltd Company In the year of 2014 in the United States of America. Overview: As the CEO of the Pfizer Pharmaceuticals Ltd, I would like to represent our new product launch plan that includes our company background, new drug information, new product launch plan, estimated costs of the projected plan, market analysis, contractual issues, evaluation, risk management staff and the general approaches etc. I would like to say our new product called as a DuaveeTM which was made by the Wyeth Pharmaceuticals which is wholly-owned subsidiary of our company Pfizer pharmaceutical Ltd and it is also a part of broader research collaboration with Ligand Pharmaceutical incorporated. We are going to plan this product in the market next year 2014. All the information related to launch schedules and estimated costs also included in the project. Our company project includes mainly six elements and we will focus mainly on these six types of elements such as: Project Definition: Objectives: According to me, it is the best success of the company for achievement in the fields of the Women’s medicines. Main objectives of the company are that our company will get more profit by launching the new product and we also will get new reputation in the market. Before launching this product we must have to understand what is the product contains? And how it will help? So here I want to describe something about the product that is need to...
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...consumer trends in the Japanese RTD coffee market Reference Code: CSCM0242 Publication Date: March 2009 DATAMONITOR VIEW CATALYST Starbucks has established itself not only as a coffee shop chain, but also as a provider of ready-to-drink coffee drinks. Its partnership with Suntory in Japan has seen the success of the chilled cup coffee drink Discoveries, and the experience could provide insights on how the company can succeed in expanding into the growing global RTD coffee market. SUMMARY • Starbucks has been offering the “Starbucks experience” beyond coffee based drinks. Its brand image has helped the launch of its first bottled ready to drink coffee drink, Frappuccinos, in the US through the partnership with PepsiCo. During the economic downturn, offering Starbucks-branded drinks and products via multiple retail channels could help the company capture more consumption occasions and increase its revenue. • Starbucks teamed up with Suntory to launch the Discoveries series in the cut-throat RTD coffee market in Japan. First launched in 2005 and positioned as a premium chilled cup coffee drink, the series is ranked second in the sector, holding an 18% market share after three years. • Right positioning and product design that effectively reflect the positioning are key factors contributing to the achievement of the Discoveries series. Suntory’s know-how of the market, plus its marketing and distribution power, also played a crucial part. In addition, understanding consumer preferences...
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...THE SENSOR RAZOR LAUNCH. 15 August 1992 The Economist (c) The Economist Newspaper Limited, London 1992. THE BEST A PLAN CAN GET Our second case study involves one of the most successful launches of a consumer product in decades: Sensor, Gillette's high-priced, high-tech razor. In April 1990 Gillette's Bruce Cleverly made one of the hardest decisions a marketing boss can ever face: to pull an expensive television-advertising campaign off the air. Hard, but in this case, enviable. The advertisements in question had not been attacked as misleading; they had caused no offence; they had not failed to stir consumers. Far from it. Mr Cleverly was forced to stop advertising his company's newest product, Sensor, because demand for the high-tech razors was so intense that the company could not produce them fast enough to meet it. In America and Europe, pre-launch publicity had consumers clamouring for Sensor weeks before it arrived in shops that January. When it arrived, many retailers could not keep the razor and its premium-priced blades in stock for more than a day or two. Gillette vastly under-estimated its product's potential. The company's most optimistic pre-launch projections were for the sale of 18m razors and 200m blades in 1990. The actual totals were 27m and 350m. Sensor grabbed 7% of both the (at the time) $850m American blade market and the $1.1 billion European one, and an astonishing 42% of the $150m combined American and European market for non-disposable...
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...launching a new product within a marketspace it is important to define not only the product, but also the target audience for that product. This market needs to be researched, understood, and then targeted to gain an understanding and feedback on how the product would be received by the consumers. In this paper, we will take a detailed look at a target market for the product that I intend to produce, and how it will appeal to the consumer market. In addition, we will look at the characteristics of the target market, and those specific things that will be important in defining the go to market strategy for my new product. Finally, I will also make recommendations on the best methods of conducting my research, and how these will lead to steps that will allow me to bring the product from concept to commercialization. Target Market When looking at the target market for this new product, I am going to be looking at multiple factors. I need to define the problem I am going to solve, look at current information available around the problem that I am trying to solve, find data to support the resolution I am after, transform that raw data into something that makes sense, and then move forward with solving for the problem. The first step in this process is often the most important. By defining the problem, a lot of times this leads to a solution by leading to features that the new product needs, who would be interested in the product, etc. With the new product that I am looking to launch, the...
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...THE BATTLE FOR THE BREAKFAST CEREAL MARKET, by Richard Lynch 1. INTRODUCTION Corporate strategy is certainly a topic that is exciting and challenging. It makes fundamental decisions about the future directions of organisations. And it has the potential to have a real impact on people's lives. But it isn't the easiest subject to study. There are several reasons for this: *It's a young academic subject when compared to more traditional topics like economics and organisational behaviour. This means that there is a lot that we still don't understand. *It's a complex subject that involves many different aspects of organisations, all of which may be important. This makes it difficult to record and analyse. *And it's a subject that lacks a widely agreed body of accepted knowledge. Different strategists have different opinions on what is important and how strategy should be developed. All these factors make it quite tough. Certainly, some strategists argue that there is a place for strategic analytical frameworks like Professor Michael Porter's Five Forces. But the same strategists also point out the most successful strategies need to be more experimental and creative. For example, they argue that the successful strategy of Dell Personal Computers - selling directly to customers, cutting out the distributor - owed much more to innovation than to traditional strategic analysis. In more general terms and arguably to oversimplify strategy theory, strategic processes need to be both prescriptive...
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...opportunity to do this project as a part of the M.B.A. Many people have influenced the shape and content of this project, and many supported me through it. I express my sincere gratitude Dr .GIRISH TANEJA sir for assigning me a project on LAUNCHING OF LUX FACE WASH which is an interesting and exhaustive subject. He has been an inspirational and role model for this topic. His guidance and active support has made it possible to complete the assignment. I would also like to thank my friends who have helped and encouraged me throughout the working of this project. Last but not the least I would like to thank the Almighty for always helping me RAJIV GUPTA Index Company profile Business Mission Market Objective Situation Analysis SWOT Analysis Marketing Strategy Marketing Mix Implementation, Evaluation and Control Conclusion LUX Company Profile Since 1929, Lux in step with the changing trends and evolving beauty needs of the consumers, offers an exciting range of soaps and Body Washes with unique elements to make bathing time more pleasurable. One can choose from a range of skincare benefits like firming, fairness and moisturising. Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands. Lux Believes in passion for beauty .It continues to be a favourite with generations of users for the experience of a sensuous and luxurious bath. Lux believes that femininity shouldn’t be denied. Since its launch in India in the year 1929...
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...Index Page 1 – Index Page Page 2 – Team Members Contribution Page 3 – Introduction Page 4 &5 – Profile (Part1) Page 6&7-- Theory (Part 2) Pages 8, 9, 10 & 11 – Change (Part 3) Pages 12, 13, 14 & 15 – Opportunity (Part 4) Page 16 – Conclusion Pages 17, 18& 19 – Bibliography, References & Journals Pages 20&21 – Log of Team Meetings Pages 22-29 – Copy of PowerPoint Slides Team Members Contribution Introduction – ******* Part 1 – ****** Part 2 – ***** Part 3 – ***** Part 4 – ***** Conclusion – ***** References- ****** Bibliography – ****** Introduction Innovation and entrepreneurship are generally regarded as critical activities for economic development, regeneration and growth both in the private and public sector. The aim of our presentation is to access the innovation capability in the life and health sciences sector. We chose Norbrook laboratories as they are a worldwide international company and we felt they were a leading example. Innovations& Entrepreneurship Sector :Life& Health Sciences Company Norbrook Part One – Profile Owner Lord bally Edmond Company Name: Norbrook Laboratories Limited Year Established: 1969 Norbrook is the largest privately owned pharmaceutical company in the world. Company Name: Norbrook Laboratories Limited ships product to 120 countries around the world has manufacturing plants in 4 continents. “Since its foundation over 40 years ago, our company has grown to be one...
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...Analysis The product “Personal Cook” is a revolutionary idea to produce “homemade” meals that are more tasty and healthy than microwave meals, and more convenient than cooking from scratch. There are some points that Personal Cooking have going for it. First one is high quality taste, which makes people feels like in home. This feature is major focus on one of their target group, Frantic Family. Based on their research, the taste is the most important attribute for family. The second one is ease of use or convenience, which is mainly focus on another target group, “Lonely Exec”, because it is the most important message to convey for them based on research. The launch team is doing their job personal well. First, they find two potential target markets for this product. The first one is Frantic Family and the second one is Lonely Exec. In order which target market they need to pick to start, they analysis the difference between two target group. Then, they also consider the pricing for both unit and meal component. They consider some question for pricing like corporate profit goal, competitive price, price/value perception and penetration. These are also factor that could affect the price of the unit and meal component. Also, they got the data about cost of the unit and meal, which is $500 for unit and $3 for meal. They also think about their capacity of production. For the product part, they are thinking about a new design, which could make their product perfect. But it...
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