...[pic] Sub bhool hoja Cool….. SUBMITTED TO: A research report submitted to SIR HAMMAD UR REHMAN as the fulfillment of the requirement for the Marketing course. GROUPS MEMBERS Member Name: Yasmeen Amber Registration # 20592 Signature: __________________ Member Name: Hina Najeeb Kapadia Registration # 20784 Signature: __________________ Member Name: Syed Mohsin Nazeer Registration # 21402 Signature: __________________ Member Name: Hassan Iqbal Registration # 21504 Signature: __________________ Member Name: Syed Abdul Moiz Waheed Registration # 21310 Signature: __________________ Member Name: Rameez Registration # Signature: __________________ ACKNOWLEDGEMENT We would like to acknowledge that the completion of this Re launch report was not easy at all without the meaningful supervision and guidance provided by our respected course instructor SIR. HAMMAD UR REHMAN. The report contains a primary objective of conducting a structured research regarding the re launching of RC Cola. It was the guidance and supervision provided by SIR. HAMMAD UR REHMAN. This motivated us and made us strive to the end up with a valid and authentic conclusion that how RC Cola should be re launched. We would also like to thank SIR. HAMMAD UR REHMAN. for keeping us focused, and creating such an amazing environment for us to learn Principle Of Marketing...
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...This report is on the market analysis of the Royal Enfield as the demand for leisure biking is fast growing in Indian market. It helped us understand how a company on the verge of bankruptcy in the year 2000, bounced back to create a niche for itself in the motorcycle market by restructuring its strategies and modifiying the product design to appeal to a wider audience. With changing customer scenario and increasing double income salaries, the brand is steadily growing again so much that the waiting for an Enfield has stretched up to nine months. The study of external and internal environmental business factors is done through the SWOT and PEST analysis in the first part of the report. The SWOT analysis helps in understanding the effect of internal and external factors in the business environment for Royal Enfield. The PEST analysis focusses on the effect of Political, Economical, Social and Technological environment on the business and helped us identify opportunities and threats for business with regards to the same. In the second section of the report Porter’s five forces analysis is used to understand the various forces that influence liesure motorbiking business. This model has helped us identify the current position and the effect of different forces which might effect the profitability in the future. In the later half of the report a study has been performed on the consumer behaviour, buying roles, decision making process and kind of purchase behaviour to understand...
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...cleanness, convenience, short cooking time, and high control over cooking temperature. * Kingsford failed to fully exploit the opportunity to distinguish itself from gas grilling. It has significantly cut down the advertising budget since 1988 while relying heavily on sales efforts. * Unlike Kingsford, which kept its price almost constant over the years, other competitors in the charcoal industry such as Royal Oak and private label brands have increased their prices and cut back on promotion funding at retailers which results in a decline in the overall category growth due to the shift of new customers getting into grilling who negatively responded to the charcoal price increase. * Unlike previously mentioned factors that can be controlled, weather patterns during the year 2000 showed a significant decrease in temperatures and frequent rainfalls from October to December therefore results in a fewer grilling activities. SWOT Analysis In order to effectively formulate a marketing strategy to achieve Kingsford business goals and overcome current challenges, a clear analysis of the strengths and weaknesses while pointing out the opportunities and threats will be illustrated first then...
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...will focus on China as a great potential market. Traditionally, cheese was not a favourite food in China. In recent years, influenced by western culture, cheese has become increasingly popular in most developed cities, especially among new generation. With huge population and great purchasing power, China’s cheese market is still in an infancy stage but growth rapidly in recent years. The purpose of this report is to conduct a consolidated analysis to construct an export planning. Table of Contents Executive Summary 2 Table of Contents 3 1.0 Introduction 4 2.0 Export readiness analysis 4 2.1 Competitive advantage 4 2.2 Production capacity 4 2.3 Export experience 5 3.0 Country analysis 5 3.1 Country environmental factors 5 3.2 Cheese industry in China 5 3.3 Market trend...
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...within the charcoal market. (page 3) Clorox sales team has years of experience working with key accounts, which gives the company an advantage in terms of building strategic relationships with retailers and wholesalers. (page 4) Constancy in marketing and sales actions over time and consistency in message communicated to sales team and marketing, channel members, and final consumer. This has helped Kingsford not only create and sustain brand awareness, but also grow the business. (page 4) Lab tests proved that Kingsford’s product is superior to Royal Oak and the private label brands, which means that Kingsford can charge a higher price to match the quality of the product. (page 5) Consistent merchandising from 1999 to 2000, which has helped maintain positive relationship with retailers. Increase in volume and market share for the first half of 2000. Kingsford market share= 59.5% and relative market share= 9.3 in relation to Royal Oak...
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...made India and other Asian countries an attractive market for MNCs with strong whiskey brands, leading to stiff competition between domestic companies like United Spirits, Radico Khaitan and Allied Blenders & Distillers and foreign manufacturers Diageo, Pernod Ricard and Bacardi for the top position. Royal Stag: Introduction Royal Stag is an Indian-made foreign liquor. It is a blended whisky and is a blend of imported Scotch Malts and selected Indian Grain Sprits. Seagram’s markets it in India. It is produced in several distilleries, some are company-owned and others bottler-owned. One of the key reasons for the brand’s success is its quality that is always same. Seagram has launched this brand especially for Indian market and it’s a big hit. Royal Stag is the leading whisky in the Indian market. It is placed in prestige category and priced to target the common man. As per their website it enjoys 27% of Indian market. Reasons behind its fast growth are Price and Quality. It is a Herculean task to match its price and quality. It seems to be the fastest growing brand in Indian market. Annual sales of Seagram’s Royal Stag whisky have crossed over one million cases. Royal Stag...
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...Kingsford: To Grill or Not to Grill? That’s not even a question. While certainly not politically correct by modern standards, this photo-illustration reflects the pervasive presence grilling has held in the United States since the 1950s when the Weber Kettle Grill and increasing suburbanization made it a defacto standard of American living. Then again, our modern American stereotype would have a man holding tongs in one hand and a beer in another standing at the grill, which is also not only incorrect, but not fully reflective of modern grilling. But yes, that is a real Kingsford bag. (Photo Illustration by Sandy Kreps) Team 3 Marketing Case Analysis Executive Summary The Kingsford brand of charcoal has found success through favorable conditions in its market traditionally, however conditions are now less favorable. A reduction in the charcoal market is affecting Kingsford even though its charcoal market share has increased. The consumer shifting trend from charcoal to gas grilling is now the primary threat to Kingsford and the charcoal market, and to combat this an action plan includes tight control on pricing, new pro-charcoal advertizing campaigns, and increased partnership with retailers and distributes. Conditions appear favorable for resurgence for Kingsford through these strategies. Introduction Clorox is a well known and historic house-hold brand, known primarily for home cleaning products. Founded in 1913, the company initially serviced the business...
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...of commercial negotiations. Although there are an accelerative number of Chinese people highly proficient in English, it is uncommon to find someone who understands the subtleties of the language to navigate delicate business negotiations. For example, Heads of ETIG used to make a trip to China, but had several productive meetings and returned home with strong business prospects. According to Murphy, a former technical analyst for CNBC in an article titled “Intermarket Analysis”, communication between the foreign and Chinese companies goes smoothly at first, yet things start to break down as business issues get more complex (Murphy, 2004). It appears that what started as a promising prospect for both sides often breaks down due to miscommunication. In addition, western companies in China rate human resources as the massive challenge of doing business here. Chinese workers are accustomed to a more hierarchical structure in which each person has a clearly defined role. One of the best examples of this is Royal Dutch Shell, which is quite concerned about its human resources management and attributes its success to adjusting and accommodating organization structures in China. According to Shell website, the differences of human resources can often lead to tensions...
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...1. Renault Duster Case Study 2. 2. Renault India • Renault came to India in 2005 in a JV with Mahindra and launched the Renault-Mahindra Logan • Within a short span of 5 years, Renault ended its JV with Mahindra and planned to strengthen its network in India by launching new cars by 2011 • Fluence became the first car launched by Renault in India • Expanded it portfolio by launching Koleos and Pulse • However, it was 2012 which proved to be a tipping point for the company when it launched its iconic compact SUV Renault Duster 3. 3. Dacia Duster • Duster was officially launched at the Geneva Motor Show, by the Romanian based Dacia group • Dacia is one of the Romania based automobile company founded in 1966 • It was later acquired by Renault in 1999 with an ambition to make Romania the automobile hub for Europe and Central Asia • Duster positioned as the ‘shockingly affordable car in Europe is considered as one of its most successful launch 4. 4. SUV Market in India SUV’s MUV’sVehicle Categories in India Renault’s Category Innovation Compact SUV A SUV that married the comfort of a sedan, to the rugged strength of a SUV 5. 5. Renault Duster “Made in India” • Globally sold as Dacia Duster, it was sold as Renault Duster in India due to higher brand awareness among Indian consumers for Renault • Globally positioned as the ‘shockingly affordable’ car it was re-positioned as ‘for the unstoppable Indian” • Highly Localized, carrying 60 per cent localized parts 6. 6...
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...Assumma June 11, 2015 Kingsford Charcoal Case Study Analysis Executive Summary In this case study, we will be analyzing the current position of how well Kingsford is within the marketplace and determine which of the issues are plausible causes in its drop in revenue. We will be creating a comprehensive strategy as well as a marketing plan to evaluate and adjust the matter at hand. First we will begin with identifying the issues and implementing a method to reemphasize the importance of marketing in the business. The goal is to create a marketing plan that will add value to Kingsford’s market share, sales, and profitability. It is evident that Kingsford is a superior product to its competitors such as Royal Oak, but the company faces losing market share to gas grilling because it is a more convenient alternative to cooking. Since Kingsford has already been an established brand, it can effectively market its brand awareness with an increase in media advertising which is a probable reason why the company did not reach its highest potential. The company needs to correspond to the increasing use of outdoor grilling in the USA which is now a great opportunity for the company to start a marketing strategy and establishing a greater brand recognition. The biggest challenge will be how well the company can gear people’s interest towards charcoal grilling away from gas grilling yet at the same time capture more market share from Royal Oak as well. Throughout this report we will go over...
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...Kingsford Charcoal Unit 4 12/1/2010 1. Given your analysis of the Kingsford case, what are (or reasonably could be) the key drivers impacting the observed trend towards declining growth rates in recent years? How would you prioritize these issues? Make sure that you include your rationale in your answer? There are many reasons that are leading to a decline in growth rate of the entire charcoal category in the years leading up to 2000 and 2001. The biggest reason and the toughest for Kingsford to combat is the gas grill. The perception of gas grilling as easier, faster, and almost the same taste as charcoal grilling has hampered the charcoal category. With the emphasis on “green” living and environmental consciousness, charcoal and charcoal production and its negative effect on the environment, is another reason people are turning to gas grilling. Gas grill shipments grew 8 percent in 2000, while charcoal grill shipments dropped 3 percent over the same time period. Gas grill shipments have increased each year from 1997 through 2000. Charcoal grills only increased one of those years. It is very unlikely Kingsford can reverse this trend. They must strive to slow gas grill usage and remind the grilling public about the advantages of charcoal grilling; better taste, it is a true grilling experience, and the fact that certain charcoal products like Matchlight, are almost as quick as gas grilling. Kingsford has a unique advantage in the entire grilling population;...
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...Product: * Lots of Substitute Products, but ice cream lover that is willing to pay the extra price to receive the higher level of quality * High quality, High price( Luxury Product) * a narrow product mix but great product depth A lots of SKU(Diversification) : According to the Marketing Intelligence Service : 36 Flavors * Type: Ice-cream, ice-cream cake, ice moon cake, Milk shake, ice cream sandwich * Taste of ice-cream: Vanilla, Coffee, Tiramisu, Cantaloupe, Strawberries, Lamb grapes, Macadamia, Green tea, Chocolate, Red beans, Caramel milk, Lemon sorbet * Taste of ice-cream cake: Brownie, Chocolate, Coffee, Strawberries, Strawberry Cheesecake, , Macadamia * Creative ice cream: Joyful Party, Flower Blossoms, Royal Monte Carlo, Love Lyric, Banana Split, Lost in Manhatta, Golden Pyramid. Product: Haagen-Dazs ensures to maintain the high quality and luxurious taste ice cream. They also promise that fresh cream is used for a rich creamy flavor, fresh skimmed milk for body and texture and fresh egg yolk for delicate flavor As a matter of differentiation, they advertise that their ice cream is ALL ICE CREAM by ensuring that the ice cream is perfectly rich because it contains no excess air. Further, unlike mass marketed brands, no artificial flavourings or colours are used. Haagen-Dazs prefers to find better natural alternatives and make sure that their customers know about this. And Haagen-Dazs provides different kinds of products to customer....
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...Spirit Market In Case Of Royal Challenge against Royal Stag Whisky Praveer Gupta The main objective of the working paper is to understand the performance of Royal Challenge Whisky since its inception and to measure the potential of Royal Challenge brand as a premium segment whisky. This also explains the role of BTL strategies carried out so far and a few consumer insights about the market so as to forecast its position. Page | 1 RESEARCH PAPER Abstract Royal Challenge Whisky brand was launched in 1886 by Shaw Wallace & company. The brand had a healthy growth of about 10 percent till 2005 when the company was bought by the country’s largest spirit maker United Spirits Limited. RC had sales above one million cases in the year 2003-04 with a market share of 56 percent in the premium segment whisky which had grown to 65 percent at the end of December 2003 in competition with UB Spirits Division’s Signature Whisky and Seagram’s Blenders Pride. Over the year, UB kept working on the brand to bring up the same position by various marketing activities like linking the brand with IPL cricket Team (Royal Challengers Bangalore) and an associate sponsor of India's first Formula 1 team Force India etc. In 2014, Diageo bought majority stake in USL and came up with pricing strategy to decrease the prices in order to retain the market share, while other companies such as Pernod Ricard were constantly increasing their prices. Currently, Royal Challenge lies in the Premium...
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...“Market Acceptability of RC Cola’s Green Claim in Bangladesh” Introduction Whether it is hot or cool and in any Festival? - No talk we need soft drinks. It seems that it is a part of daily life. Truly, the demand of soft drinks is increasing in such a pace that it is an alternative to drinking water. Fashionable, refreshing or unhealthy whatever it is Partex group has brought RC cola in Bangladesh. At present, RC Cola is very much accepted drink item in our country. Within a short time this product has ensured its position both in urban and rural area. Yes, here and there, blank pots of different beverages are a continuous view and we also reuse it for different purposes. However several global trends are affecting consumer behavior like growing concern over energy conservation, emphasis on basic brand attributes, increased desire to buy green, interest in big ticket green products, attention to packaging etc. For sustainable marketing activities a firm must invest a lot in research and development activities. Both the people of urban and rural areas are giving RC cols much money, but are RC cola taking the healthy and environment friendly factors in consideration? RC cola claims that they are real sustainable marketer. The whole report will justify their beliefs. The project Paper of "Green Marketing - Market Acceptability of RC Cola's Green Claim" has been oriented as an academic requirement for the Bachelor of...
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...Grolsch Analysis In November of 2007, SAB Miller purchased Royal Grolsch N.V. to develop their premium beer product line. Grolsch has two main brand families: Grolsch premium Lager and Amsterdam. The takeover gives SAB Miller the ability to attack the premium beer market with an established and standardized brand that has grown globally (21st largest global brand in 2007) with a differentiated taste and packaging strategy. In this analysis, I will evaluate the reasons for Grolsch’s global expansion, their ability to adapt their pricing, distribution, advertising, and distribution to global demand and their strategy to evaluate the potential of entering new markets with MABA (Market Attractiveness, Business Assessment framework). I will also suggest a strategy moving forward under SAB Miller’s command. Reasons for Global Expansion One reason Grolsch went global was to reduce the company's reliance on local and national markets. In the 1960s-70s, the domestic market in the Netherlands began to shrink as Heineken and Amstel merged and took ownership of 50% of the Dutch market and 70% of exports. In addition, according to Exhibit 13, total consumption in the Netherlands decreased from 2000 (13.23 Million Hls) to 2005 (12.75 million Hls). In 2007, Grolsch’s home market of the Netherlands accounted for only half of its total volume and 65% of its revenue. Grolsch only owned 13% of the volume in the Netherlands alongside Bavaria (17%), Heineken/Amstel (46%), and Interbrew (14%)...
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