...Sunderland Faulty of Business & Law Undergraduate Programmes MKT306 Marketing Strategy Assignment February 2009/10 Please read all instructions and information carefully. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations. Your assignments must be handed in to the University of Sunderland Learning Resource Centre with an accurately and clearly completed Assignment Cover Sheet. Learning Outcomes Assessed: Upon successful completion of this module, students will be able to: • Knowledge 1. Explain the nature of marketing strategy and its significance for the organisation 2. Assess the drivers and factors affecting the choice of marketing strategies 3. Evaluate appropriate models and techniques that aid the strategic marketing process 4. Analyse contemporary marketing issues and problems in a strategic context • Skills 1. Apply research skills 2. Demonstrate interpreting advanced information and marketing data handling skills 3. Assess communications skills to develop effective relationship marketing Title: Individual report Weighting: 100% Module Assessor: Stephen Storey Issue Date: February 2010 Hand-in Deadline: 2.00pm Monday 17th May 2010 Word Count: 2500 - 3000 + Appendices Task This assignment is a single report in two parts. (As a guide only; each part should form approximately half of the final report) ...
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...Definitions of CRM “the process of formulating and implementing marketing activities characterized by an offer from a firm to contribute to a designated cause when customers make purchases” (Varadarajan and Menon, 1988: 60). Despite being broadly accepted, this definition has been widened through the years with the contributions of other authors. Specifically, it was in the mid-90’s when Kotler and Andreasen defined CRM as “any effort by a corporation to increase its own sales by contributing to the objectives of one or more nonprofit organizations” (Kotler and Andreasen, 1996: 304). Two years later, Business in the Community, an organization which develops CRM programmes in the UK, stated that CRM programmes were a commercial activity in which companies were linked to social causes for mutual benefit (Business in the Community, 1998). And one year after, in 1999, Pringle and Thompson stated that CRM was “a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit” (Pringle and Thompson, 1999: 3). This statement widened the contributions made until that date, stating for the very first time that CRM was a strategic marketing tool and therefore a long-term strategy. What was more, and according to these authors, “the distinctive characteristic of the true Cause Related Marketing is longevity. Charity promotions are by definition shorttermist both in the actual period during which they...
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...SOUTHERN NEW HAMPSHIRE UNIVERSITY |Graduate School of Business | | | | |Program: |SNHU School of Business Graduate Program | |Course Title : |Marketing Strategies – MKT 500 | |Instructor: |Jeannemarie Thorpe | |Due Date: |Monday, January 26, 2004 | |Submission Date: |Monday, January 26, 2004 | |Type of Assignment: |Case Analysis (Final Review) | |Title of Assignment: |Frito-Lay’s Dips – 3rd Case Study (Selection of Best Alternative) | |Student Name: |Cevdet KIZIL | | ...
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...Introduction: U.S based Kellogg’s is a world leader and the most successful cereal manufacturer in the world. Kellogg’s entered India in 1994 and it took them a good 15 years for stability in the Indian markets facing initial problems and trying to change the Indian consumer’s mentality about the morning breakfast http://www.kelloggs.co.uk/company/history/howitallbegan.aspx About the assignment: (Refer Appendix 1) Growth strategy by Kellogg’s in India: Kellogg’s were successful to create a need for the product which was never a necessity for an Indian household. We will now discuss how the company managed to establish themselves with a dominant market share in the Indian market. 1.) Ansoff Matrix Ansoff Matrix was introduced to address the corporate strategy of the future. It delivers the perspective of growth options on the horizontal level and introduces the possibility of diversification. (Kotler, Berger & Bickhoff, 2010) http://www.ansoffmatrix.com/ Market Development: Market Development is capturing new markets with your existing products or services. (Lester, 2009) In a new market or to a new consumer, it will be a quiet a task to have them to believe in your product on launching (Meldrum, M & McDonald, M., 2007) especially, when a country is so fond of their traditional recipes. With the help of extensive market research Kellogg’s found out that there was no breakfast cereal trend in the Indian market. Hence they launched their flagship...
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...potato chip brands. Based on consumer preferred benefits, you will position the product on a grid. Please review the rubrics for grading criteria for this discussion. To create your map, ask yourself these questions: Who is the competition? The completion is from the major Chip manufactures lead by Frito-lay with 62% market share, followed by Ruffles, Pringles, UTZ, Kettle Brand and Cape Cod. In the late 2000,s there were 452 chip manufactures, some with a global reach and many with a regional footprint. What are the features, benefits, and attributes of each competitor? All of the majors have an international footprint, Brand recognition, and multiple packaging and flavor options. They all have massive distribution and marketing divisions. The Lays and ruffles brands are available in almost every supermarket, convenience store, restaurant/bar, food cart and snack machine in the U.S. Lays recently released several new flavors and marketed them by giving away 4 free snack bag samples to every consumer who entered a supermarket, the new flavors still have a prominent place at the front of many supermarkets. That type of marketing power is tough for even the other majors to follow. What does the consumer think about each competitor? Consumers have maintained a brand loyalty as evidenced by little change in market share over the last few years. What product attributes are most important to the potato chip consumer (for example, price, nutrition, availability, crunchiness, flavor)...
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...Operations Manager at Management Paradise Institute: VIDYAVARDHINIS COLLEGE OF ENGINEERING AND TECHNOLOGYStatus: OfflinePosts: 7,050Join Date: May 2010 | MARKETING STRATEGIES BY HINDUSTAN LEVER - September 14th, 2010Marketing strategy adapted by HLL The company handed over the marketing for vim to O&M in Maharashtra and Andhrapradesh . O&M rural marketers adopted unique strategy in the initial stages to market the product in rural areas Maharashta and Andhrapradesh. As the marketers knew that it was the initial stage in rural areas and to provide a niche in the rural markets was difficult as the product itself was not available in this areas. First to target the market in rural areas they saw to it that the market which they are targeting was in the 2 to 3 km range from the highways because they knew it wont create sense to market the product in those areas which are away from the high ways as the product was not available in those areas. The overall marketing was based on district-to-district level. They had thought to enter in other areas beyond the 2to3km range after making the product available to the initial targeted market. So that it becomes easy for the marketers to introduce, as the product was available in the neighboring villages and the product becomes familiar to the people | COMPETITORSThe Procter & Gamble Company Company Profile The Procter & Gamble Company (P&G) is a brand behemoth. Theworld's #1 maker of household products...
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...that supersede the brand characteristics through innovation, not to mention the ever increasing channels to reach your targeted audience which consumers demand. As the act of coming up with new logos, name, tag lines, colors, packaging would be all a part of Rebrand repositioning. Or it could mean to some purchasing a product manufactured by someone else and putting your own brand on it. And it's always possible that "rebranding" could mean to someone the same thing as repositioning. Consider the new customers you may be targeting. You look at their needs, their emotional influencers (words and images that affect their buying decision), where they look for information to make the "intellectual" part of the buy decision. And as with ALL marketing, you look at the competition - strengths, weaknesses, how they satisfy the customers' needs and where they don't - with repositioning, you could pick up new competition. The act of making a brand more relevant and contemporary to the emerging needs of its consumers. Tylenol successfully repositioned aspirin by running advertisements explaining the negative side effects of aspirin. "If your stomach is easily upset…or you have an ulcer…or you suffer from asthma, allergies, or iron-deficiency anemia, it would make good sense to check with your doctor before you take aspirin." Pringles’s potatoes chips were positioning there in the market of potatoes chip to become the top contender of the market. It advertised that non-grease and unbroken...
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...right celebrity αnd to build the right celebrity endorsement concept. This study αims to investigate “Consumer buying behαvior on celebrity endorsement in women clothes industry” The objective of this project is to investigαte whether celebrity endorsement, αct αs α source of effective brαnd mαnαgement, hαve impαct over the purchαsing behαvior of customers, evaluαte αssociαted fαctors thαt contribute to the success or fαilure of the endorsement. The objectives of the research are: 1. To do α study αnd αnαlysis αs to why αnd when brαnds use celebrities αs endorses αnd whαt kind of risks αre involved 2. To identify the influence of celebrity endorsement on consumer buying behαvior. 3. To study celebrity endorsement αs a marketing communication strategy. The survey will be conducted in Greece αnd primary dαtα will be collected from consumers using structured questionnαires αnd αlso compαnies will be interviewed αbout their celebrity endorsement strαtegy. The reαson why I chose to adopt this approach is to be able to examine from two different αngles. One would be that of consumers and the other that of companies. By αpproαching the problem from these two angles it will give me a more complete view of the overall problem. Literature Review According to Hart (1998) literature review is αn essentiαl pαrt of the research for the reason that assists the...
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...Consumer Behaviour Report Crocs : A brand in need of repositioning in India. Sushree Panda FT13180 • Section A • Great Lakes Institute of Management, Chennai 1 TABLE OF CONTENTS Introduction................................................................................................................03 Crocs in India : To reposition or not? ............................................................................04 The best way to reposition ...........................................................................................06 Conclusion.................................................................................................................07 References..................................................................................................................08 Sushree Panda • Consumer Behaviour Report • Great Lakes Institute of Management 2 INTRODUCTION You know your brand needs a repositioning when a fashion consultant like Tim Gunn makes a statement "...the Croc - it looks like a plastic hoof. How can you take that seriously?" Well, being taken seriously is definitely not what CROCS INC. is looking for as the brand itself stands for innovation, fun and comfort for the people who want shoes that conform to their personalities and lifestyles, as well as to their feet. Crocs introduced an innovative shoe made of a revolutionary material called Croslite. The technology was unique as it allowed the shoe to perform both on land...
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...nostalgia for older consumers by bringing back old cereal flavors or characters. The reason why I chose this specific market segment is because people are becoming efficient and busy in their daily lives, no one has time to sit down and consume cereal like the old days. I believe cereal companies should focus on the wants of their young consumers (ie; cereal bars, kashi infused cereal, etc…) and older adults and try to become more innovative in their marketing and products. 2. In my opinion, I believe PRIZM geoclustering can be helpful in identifying the specific kinds of consumers that are within a 10 mi radius. This approach basically breaks down certain attributes such as affluence, education, income, tastes, and preferences that are more prevalent in that radius. So for example, let’s say if we did geoclustering in New Brunswick, NJ for cereals, I can derive that this population is mostly Hispanics and African Americans mostly living in poverty and Rutgers college student. Knowing this information can be helpful when marketing to low income students and individuals by possibly adding Spanish advertisement on the cereal box or introducing exclusive cereal marketed to the tastes of that crowd at an affordable price. 3. The behavior market segmentation I would use for the cereal market would be “User Status”. User status consists of nonusers, ex-users, potential users, regular users, and first time users. According to the article, cereal accounts for the majority of breakfast...
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...How Marketing Plans Work - SWOT SWOT stands for Strengths, Weaknesses, Opportunities and Threats and is critical to your marketing plan. As mentioned before, your marketing plan builds upon itself, and one of the anchoring steps is the identification of SWOT. By completing the review of your business and your market, you should be armed with the information necessary to identify your SWOTs and PESTs. Your strengths and weaknesses are determined by internal elements, while opportunities and threats (OT) are dictated by external forces. Sometimes it is recommended to identify your opportunities and threats first in order to more quickly bring to light the product strengths or weaknesses that should be considered first. For example, if you discover that your competitor is losing an exclusive distribution contract in the next two months, you could use this information to quickly fill that gap in the market. However, many of your threats will be based on weaknesses you've discovered. Regardless of which you cover first, you need to understand what to look for. To come up with your OT, ask yourself these questions. Were any problems or opportunities identified in your: 1. company's philosophy or mission? 2. product features, benefits or quality? 3. product's competitive advantage? (Is there a competitive advantage?) 4. distribution methods or distributor satisfaction? 5. pricing structures? Is it priced much higher or lower than the competition? 6...
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...Conduct a SWOT Analysis Belinda Pringle MGT 450 October 31, 2013 Douglas Nelson DSB Enterprises is an Independent Marketing Director (IMD) partnership affiliated with Team National. As an accredited member of the U.S. Chamber of Commerce, (2012), DSB Enterprises is confident in its affiliation with Team National. We offer membership savings by providing reduced costs of products and services in great variety in over 20 different industries while offering an industry leading compensation program for those that choose to market memberships, (bign.com, 2013). SWOT Analysis for DSB Enterprises/Team National. Strengths: Over $35.4 million annual revenue. #1 Rating with D& B. A+ rating with Better Business Bureau. 17 years successful experience in the industry. Unique opportunity to both save and earn. • Tools & supporting personnel available for training. • • Experienced workforce is dedicated to team culture. • • Leads MLM industry with hybrid binary compensation. • • Cost effective support materials. • • Cross-functional lines of communication between IMDs and support personnel. • • Strong partnership with communities as well as IMD collaboration. • • Proactive management team. • • Uniformity between divisions/teams. • • Strong communication between management, IMDs, and Business Exchanges. Weaknesses: MLMs are becoming competitive in modeling compensation plans and payout percentages after TN. U.S. based...
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...CASE 9: PROCTER GAMBLE Procter & Gamble (P&G) is one of the most skilled marketers of consumer packaged goods. It markets the leading brand in 19 of the 39 categories in which it competes. Its average market share is close to 25 percent. Its market leadership rests on several principles: * Customer knowledge: P&G studies its customers—both final consumers and the trade—through continuous marketing research and intelligence gathering. It prints its toll-free 800 number on every product. * Long-term outlook: P&G takes the time to analyze each opportunity carefully and prepare the best product, then commits itself to making this product a success. It struggled with Pringles potato chips for almost a decade before achieving market success. * Product innovation: P&G is an active product innovator, devoting $1.7 billion (4 percent of sales) to research and development, an impressively high amount for a packaged-goods company. Part of its innovation process is developing brands that offer new consumer benefits. Recent examples include Febreze, an odor-eliminating fabric spray; Dryel, a product that allows consumers to clean and freshen "dry clean only" clothes at home; and Swifter, a new cleaning system that more effectively removes dust, dirt, and hair from floors and other hard surfaces. * Quality strategy: P&G designs products of above-average quality and continuously improves them. When P&G announces "new and improved," it means it...
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...Case Analysis - Rocky Mountain Medical Corporation Rocky Mountain Medical Corporation (RMM) is a Denver based company, which was incorporated in 1982 by Robert Morrison, M.D. In each of RMM’s first few years they turned a small profit, and reached sales of about $3.4 million in 1985. RMM Products. Currently, RMM has two lines of phototherapy products that are used to treat infant jaundice. One line of these products, Alpha-Lite™, was marketed to hospitals. This product was considered superior by RMM’s vice president of marketing, Lawrence Bennett. Another phototherapy product was targeted for the home. Baby-Lite™ was a home version of Alpha-Lite™, which weighed about 40 pounds and could be rented for about $75 a day. This was much less than a hospital bill and your baby could stay in the comfort of your own home. TenderCare™. RMM designed a disposable diaper, which seemed to have one main advantage on the rest of the competition. Just under the liner of the TenderCare™ diaper, was a wicking fabric the draws moisture from the surface around a soft, waterproof shield to an absorbent reservoir of filler. This would keep the baby’s skin dry and in turn, would prevent rash. RMM seemed to have a good hold on the phototherapy market at this time. The problem was only 5 to 10 percent of infants would experience jaundice. This rate would only fall with new advancements in the medical world. They needed a more stable market. Now, RMM is faced with a big...
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...The logo: Uniqlo have many ranges in one categories, they have T-shirt, sportswear, casual wear and underwear. Uniqlo monopolized the product, for example: heat tech, super light wool and bra-tops. The heat tech can let consumers get warm all the time, the super light wool can let the apparel of Uniqlo become lightest. This kind of things will get the interest of consumers. Uniqlo always have attractive campaigns when they will be open at some complex/shopping mall. For example, they will have a offer price when they opened at somewhere in 1 month. Sometimes, they will have a campaigns for 1 man’s underwear in RM10.All of this campaigns will let every gender ,every generation can find your own apparel at Uniqlo. Introduction On “Uniqlo” Uniqlo is the Japanese largest apparel brand owned by fast retailing, apparel is a fast moving consumer goods, include Uniqlo. Consumers will not high loyalty in a brands, the apparel company will get some attractive way to interest their consumers. Uniqlo advocate “low price, good quality”, the consumers always love the way you can get the cheapest things with high quality. That’s why Uniqlo can be success. The apparel of Uniqlo become popular among every generation since the introduction of their fleece jackets, they made the apparel for everyone. Uniqlo is using SPA (Specialty store retailer of Private label Apparel) business model to encompassing all stages of the business--from design and production to final sale. The SPA (Specialty...
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