...and Yoovidhya decided to start an energy drink company together. Each contributed approximate $500,000 capital 3) Johannes Kastner (who was Mateschitz friend) came up with the slogan "Red Bull- gives you wings" 4) Roman Rauch, the leading soft drink bottler in Austria, agreed to produce the drink. All production is currently done in Austria 5) Mateschitz founded everything with outside capital 6) When it expended to Germany, Mateschitz could not get enough aluminum to produce the cans and sales dropped fast. 7) Red Bull's first marketing trials failed miserably. 8) In 1995 Red Bull hit Britain. In 1997 it expanded to USA, starting in California. They hired students to drive around in liveried Minis with a Red Bull can on top 9) In most country and regions, Red Bull was the first energy drinks brand and, as a result, is the leading brand in almost all regions where it is sold. 10) In 2010, 4.2 billion cans sold worldwide 11) Outstanding markets include: Turkey, Japan, Brazil, Germany, and USA 12) Employed 758 people in 161 countries 13) Subsidiaries: Europe: Germany, Switzerland, Ireland, Italy, and Netherlands Outside Europe: Australia, NZ, and UAE 14) Red Bulll targets young adults (16-29), young urban professionals, post secondary students, and club goers. The target market also includes truck drivers since they need an energy boost before or while hitting the road. 15) Red Bull threw the traditional marketing book out of the window. Its strategy is described...
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...position and positions that they plan to progress towards as it relates to the industry they are operating in. The following is my five forces analysis of the competitive forces confronting the companies that operate in the industry that Under Amour, Nike and Adidas operate in. Competitive Rivalry: There are many companies in the sports apparel, footwear and accessories industry, such as Nike, Adidas, Puma, Champion, New Balance etc. just to name a few. Many of the company’s competing in the industry offer a wide variety of similar products and each is trying to establish its brand as the brand for customers to commit their money and loyalty towards. What is obvious right away is that Nike and Adidas are Under Amour’s two biggest competitors and they have the highest percentage of market share. All three companies are established, have good resources, strong finances, sound marketing plans and popular celebrities that they can use to endorse their products. Therefore I think it’s safe to say that competitive rivalry in the industry is pretty strong. Supplier Power: The supplier power in the industry is low because there are many manufacturers and sources for materials that the various companies in the industry can use in order to produce their products. The companies in the industry have manufacturers all over the globe and can easily switch to another manufacturer if they have to, thus diminishing the power of the suppliers in the industry. Buyer Power:...
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...ASSESSED WORKING PROJECT HAVAIANAS & DUKKY(Chick-Fil-A) Marketing and Value 2010 Marketing Action 1: Havaianas Campaign History The history of Havaianas started in the earliest 20's, when Scotsman Robert Fraser arrived in Brazil and began manufacturing flip flops based on the traditional zori sandals, a Japanese product. At that time, sandals were very different. It was only in 1958 that Havaianas that we know today were designed with rubber. That was the birth of the trademark Havaianas (1962) In the 1960s, Havaianas were sold at small, neighbourhood stores for a low price, displayed between house cleaning products and were purchased exclusively by the lower classes. That kind of product exposition and public turned Havaianas known as “chinelos de pobre” (poor man’s flip flops). The style of the product wasn’t elaborated. The model was basic and it was available only in a limited range of colours (4 colours), even though the products were strong, durable, comfortable and cheap. And that was what made Havaianas so popular in Brazil. Indeed, one year after had been launched more than 13,000 pairs were produced every day The success made raise the interest of other companies and imitations of Havaianas began to appear in the 70’s. To respond to this movement, the company launched a campaign called “Havaianas: As Legítimas” (Havaianas: the Legitimate Ones) embodied by a famous Brazilian humorist, Chico Anysio. It was in 1988 that sales started to decline, going...
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...Change ......................................................................... 4 Worksheet: Metric 3 Market Share & Market Analytics ............................................. 5 Worksheet: Metric 4 Contribution Margin ...................................................................... 7 Worksheet: Metric 5 Mark-up & Margin........................................................................... 8 Worksheet: Metric 6 Pricing Wholesale to Retail ......................................................... 9 Worksheet: Metric 7 Break-Even ..................................................................................... 10 Worksheet: Metric 8 Return on Marketing Investment (ROMI) ........................... 11 1 of 11 MKT100 - Metrics Mastery Worksheets Worksheet: Metric 1 Expense Types 1) The Comfy Chair Company makes reclining chairs at its plant and sells them exclusively through its own retail store. It has the following expenses: Plant rent and taxes = $12,000.00 Office and management expenses = $220,000.00 Machinery and equipment purchased = $100,000.00 Direct materials = $27.00/chair Direct labour = 4 hours/chair @ $14.00/hour Transportation = $5.00/chair Commercial store front unit purchase = $500,000.00 Advertising costs = $100,000.00 Sales...
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...executives on the future of marketing Steve Ridgway CEO of Virgin Atlantic Airways John Hayes CMO of American Express Duncan Watts Principal research scientist at Yahoo! Research There is no quick path to success in the new era of customer engagement. Progress is likely to come incrementally—by listening to customers, making adjustments to engagement strategies, and learning through trial and error. Since diverse perspectives will be essential to mastering this new landscape, McKinsey’s Luke Collins, Tom French, and Paul Magill recently sought out three practitioners with very different vantage points on marketing’s future. Virgin Atlantic Airways CEO Steve Ridgway talks about how his company recently has been pushing the boundaries of collaborating with customers, while experiencing the pleasant surprise of a successful mass-media campaign. American Express CMO John Hayes discusses what today’s “marketing revolution” means and describes some of the organizational steps he has taken to get ahead of it. Duncan Watts, principal research scientist of the Human Social Dynamics group at Yahoo! Research, explains how today’s data-rich environment exposes the limits of intuition in marketing and the need to take a scientific approach to understanding consumers. A summary of those conversations follows. 2 The CEO Virgin Atlantic Airways’ Steve Ridgway If we get our customers off the plane happy, and they go on to talk about it, that’s a huge marketing tool for us. Steve Ridgway...
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...offering me a pretty good deal in spite of not being “2 x 1 Tuesday”. I picked up my phone on the spot, and ordered a couple of pizzas for dinner. After this particular incident I have realized the massive marketing campaigns, all over the web, more precisely in the social networks I use; Facebook, Twitter, YouTube, and Bloggers mostly. Every year companies are using more of their budget on this type of marketing; like Pepsi, that dropped TV advertising for the 2010 Super Bowl after 23 years. Instead, they’re investing in a $20 million social media campaign. This rogue techniques are proving to be extremely effectve. A very clear example is Dell, that has attributed over $6.5 million in revenue directly to Twitter. In the United States, one of the most important markets worldwide, 99% of online retailers have a Facebook Page and 91% have a Twitter account. Therefore, Social media marketing is one of the best and most inexpensive methods to advertise and promote your company or brand, by gaining website traffic or attention through social media sites. Obviously, one of the most frequent questions about social media is the cost. What will launching a blog/Facebook fan page/Twitter presence cost me? What will a social media strategy cost? The answer is never clear-cut and depends on several factors, including what are the goals for using social media, which determines what tools are necessary to achieve these goals. Another factor is the available resources on the company being advertised...
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...Assignment 5: Marketing Strategies MKT 500 September 8, 2013 1. Write an executive summary of your marketing plan. This business plan is for Reek’s Bistro, a new medium-sized restaurant located in the Triangle area of North Carolina. The Triangle is made up of three primary cities of the Research Triangle metropolitan region, Raleigh, Durham, and Chapel Hill. Reek’s Bistro will focus on Mediterranean cuisine in an American style restaurant environment. An emphasis will be on natural foods that taste good and are good for you. The restaurant will procure locally grown produce, while offering additional services and products, such as catering and Reek’s Bistro brand items sold in grocery stores. Reek’s Bistro offers Triangle residents a trendy fun place to have great food in a social environment. The menu contains a large variety of ethnic ingredients and recipes that will bring the Mediterranean culture to the Triangle. Reek’s Bistro forecasts that the majority of purchases will be Greek gyros and salads. The ethnic recipes will be used to provide customers with a diverse menu that offers the usual and the unusual tastes of the Mediterranean. Reek’s Bistro will emphasize healthy dishes, recognizing the trend within the restaurant industry increasing demand for healthy and organic cuisine. Reek’s Bistro will target various segments of the Triangle. Hungry college students will be the first group targeted as prospective customers. Raleigh alone has over 100,000 university...
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...2011 CAUSE MARKETING Cause Marketing - "Do Well by Doing Good" Executive Summary Companies face challenge to “out advertise” or “out differentiate” its brand when markets are becoming almost undifferentiated. At this time, creating an emotional connection with the customers seems most difficult task at hand. In the market place where customer and societal expectations are changing rapidly requiring constant innovation of new ideas, products and services, strategy and social responsibility provide the shortest route to an organization’s success. Therefore, cause branding provides an effective alternative to enhance brand equity by associating brand with an appealing cause. This project explores effectiveness of cause related marketing strategy and tries to find the answer to the question “How it impact to brand building?” It gives brief introduction to the concept of cause branding, its definition and difference between cause marketing and corporate philanthropy and corporate sponsorships. Then, it tells about the inception of cause marketing, its evolution into cause branding and need for cause related marketing, collected primary data analysis and secondary data examples which benefited from this marketing strategy. Introduction Creating brand equity is the most powerful weapon in a company’s armor to beat the competition. In the fiercely competitive market place of today where customer and societal expectations are changing rapidly requiring constant innovation...
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...Table of Contents Executive Summary Introduction Situation Analysis Product & Service Market Market Trends and Growth Distribution Network Competitive Current Financial Situation Historical Marketing Efforts Macroenvironment SWOT Analysis Internal External SWOT Action Plan Campaign Objectives and Critical Issues Marketing Communications Marketing Strategy Target Market Positioning Marketing Mix Creative Strategy Strategy Statements Tactics Advertising Tactics Public Relations Tactics Digital Tactics Promotional Tactics Market Research Quantitative Qualitative Implications Internal Communications Timeline Budget & ROI Evaluation Conclusion Appendix MENU Feature Survey Instrument 3 5 7 8 10 11 12 17 18 21 23 23 24 26 28 28 28 29 31 33 34 37 39 41 43 43 46 48 49 50 51 52 53 2 Executive Summary Wegmans Food Markets is a grocery retailer that has enjoyed considerable and enduring success while displaying wisdom through adaptability. Based on an evaluation of the company’s sales, markets, as well as consumer trends, an integrated marketing communications plan has been developed for the implementation of a campaign to capitalize on the growing demand for organic food in Wegmans’ New York State markets. While Wegmans serves market areas in six states, this IMC plan is focused on the regions of New York in which Wegmans operates; Buffalo, Rochester, Syracuse, Southern Tier and Finger Lakes. As the focus of this plan is simply expanding...
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...ANALYSIS OF COCA COLA COMPANY Ltd. Introduction Coca-Cola Company Limited is the world’s largest beverage company as well as the leading producer of soft drinks. The company has spent millions of dollars in the research and development as well as marketing and production in order to create a new unique product to gain the advantages in the so-competitive market. This report is basically focused on how Coca-Cola Company Limited can analyze the market situation and use the best strategies in order to compete with other competitors in the global market. This report will also include the SWOT analysis of the company and the problems the company faced. The strategies used, recommendations and plan implementations will also be examined in this paper. History and Background Coca-Cola Company Ltd. starts from the discovery of Coca-Cola mixture by the Dr. John Pemberton who tried to mix the caramel mixture with carbonated water. In the first few year, he only sold one kind of products, but now is the wold largest producer of non-alcoholic beverages. Coca Cola Company Ltd.. is listed as the most valuable firm in the world. They owned over 300 brands in over 200 countries and serving carbonated soft drink and non-carbonated beverages such as fruit juice, fruit drink, sports drinks, coffees and bottled water. Not only preserving and operating in their existing brand, Coca-Cola Co. also develops new global and local brands to reach, attract and satisfy broader range of consumers...
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...GoPro Advertising Campaign 2014 Prepared for: Hyun Min Assistant Professor, Marketing Black Hills State University Prepared by: Thadd Stottler Harry Ulrickson Laine Mitchell December 9, 2014 Table of Contents I. Historical Context………………………………………………………………………………..3 II. Industry analysis…………………………………………………………………………………3 III. Market Analysis…………………………………………………………………………………..4 IV. Competitor Analysis……………………………………………………………………………5 V. Company Analysis………………………………………………………………………………5 VI. Target Audience………………………………………………………………………………….6 VII. Media Mix and Budget…………………………………………………………………………7 VIII. Communication Objectives…………………………………………………………………10 IX. Implementation Schedule…………………………………………………………………...14 X. Campaign Evaluation Plan…………………………………………………………………..15 XI. Conclusion…………………………………………………………………………………………16 References…………………………………………………………………………………………17 I. Historical Context GoPro started in the early 2000’s by Nick Woodman. After a recent surfing trip, Nick wanted to capture some action photos of his surfing experience. But the equipment he would need was too expensive and difficult to set up. So he started raising money, working on a compact camera he could strap onto almost everything and record his surfing adventures. The company’s first camera came out in 2004. As popularity grew he began to hire professional stuntmen as well as extreme athletes, he had them record their stunts with his camera...
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...Responding, converting, and measuring your marketing Now also, useful is going to respond. And what I mean by this is, if someone's out there talking about you or asking that question, even if it's not directed at you, you want to make sure that when you come back. And you see that message, you respond to it. For example, me and my kids were sitting at CTech airport one night. it was about midnight and we were waiting for our bags and waiting and waiting and I finally tweeted to Alaska Air because I know that they always respond to stuff online. I figured I'd hear in the morning.And I said I know you have a deal where if our bag takes longer than 20 minutes we get something cool what do we get because we've been here for way longer? Within two minutes, at midnight, someone from Alaska Air responded, and apologized, and explained what it was. And explained how I can go get it. Now as it turned out, this delay was not their fault, but you better believe that they made me into a real fan. Alaska Air really became, not only significant to me. But also just someone that I will go out and deliberately spread the word. So I became on of their group of the weird. And that's probably why when you go look on Facebook, Alaska Airlines whose you know a relatively small airline compared to some of the giants like United has 218,000 fans when most other airlines, the most popular pages they have. Are the ones with people complaining about them, so just keep that in mind.You can search actively...
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...analyzing information about customers, competitors and the market. Market research is used when companies want to focus on things like market trends, customer habits and lifestyle, what price customers will pay for a product and what competition exists. This type of research assists companies build an idea on how competitive the market is also business owners can price their products efficiently with the understanding of the current market research. Primary research This involves the collection of new information for a specific purpose. The following are 3 examples of various methods for conducting primary research. 1. Observation, Involves watching some type of behaviours. Eg: watching customers shop, the observer can watch how long customers spend in a particular aisle and which products they look at. This type of observation is very useful in providing information about the best possible layout for a supermarket, and the sorts of display and offer that appeal to customers.The main advantage is that the researcher watches behaviours first-hand, the results is therefore more accurate. The main disadvantage of observation is that is it very time consuming and hence expensive. 2. Experimentation, the purpose of an experiment is to find out what happens as a result of taking a particular action. In terms of market research, this typically involves making a change in the marketing mix and then recording and analysing the results. Eg: changing the price of a product and seeing...
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...Vodafone - iPhone 5 Promotional Campaign Campaign brief: Background: Regarded as one of the world’s largest telecommunications company, Vodafone wants to massively promote the brand new iPhone 5 they are selling along with its highly beneficial packages. Although Apple’s latest creation is not exclusive for Vodafone, their pricing plans are just irresistible and most recommended. Objectives: The board of directors at Vodafone are hoping that the promotional campaign CRM Marketing produce and develop must help them reach an overall market share of more than 25% from the products launch within 6 months. The campaign should not just advertise the iPhone 5 and its pricing packages, but also portray Vodafone’s persona and standards. Target Audience: The primary targeted market for a while has been between the ages of teens of around 15to fairly young adults of around 31. Competitors: Vodafone’s main competitors have been T-Mobile, Three, Orange, and 02 who offer similar products and services. Product Details: The best of its kind iPhone 5 is packed with technology and class. Some of the vital improvements are listed below: * Full High Definition Video and Photo Features with 8MP Camera * 4G Connectivity also available * Full High Quality Signature Retina Display Budget: Vodafone is going to splash out more than 1 million pounds for the campaign. Time: The promotional campaign must be finished and ready to launch alongside the iPhone 5’s release date. Creative...
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...Social Media Technologies and Brand Loyalty | Abhishek Srivastava | Social Media Technologies and Brand Loyalty | Abhishek Srivastava Executive Summary The study deals with finding relation between social media technology and brand loyalty. Nature of the research is secondary. First the sudden explosion of data has been encountered in early sections. Various seminal research papers are undertaken as a part of the literature study, all of which point to one general trend, i.e. of rise of power in the hands of the consumer. Examples of various companies are cited which have embraced this change in the paradigm shift and have emerged on the top. Concept of “Brand Community” has also been discussed at length which is nothing but an entire ecological system that springs about a particular brand. Various models and frameworks have been suggested, some of which are Social Media Strategy Framework and various conceptual frameworks to substantiate the literature. As far as key findings are concerned, the most important is letting the customer adopt a more active role as against to a passive role. One of the ways in which this could be achieved by providing a free environment which encourages discussions and not to erect silos within an organisation. Many studies across the country such as that of Revlon India and Shoppers Stop is analysed. Case studies of Dr. Pepper and Nike are also presented to bring home the point of letting customers become collaborators. ...
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