...Nissan and Renault are not even competitors. They have been strategic partners since 1999. Micra, Pulse, Sunny and Scala are all products of the Nissan-Renault alliance. Or take German car manufacturer Volkswagen's sedan Vento. It sold 3,474 units in India in October 2011. A month later, carmaker Skoda launched its sedan Rapid. Vento's sales have since fallen to 1,909 by February this year. Once again, Skoda is part of the Volkswagen group - Vento and Rapid are from the same stable. In fact, Micra and Pulse are essentially the same cars, with some cosmetic differences, made in the same factories, but sold under different names. So too are Sunny and Scala, or Vento and Rapid. Welcome to the strategy of crossbadging , or selling the same car under different brand names - a concept new to India, but used for decades in the United States and Europe to boost sales. "Automobile makers resort to cross-badging to save on engineering, design and product development costs, to achieve economies of scale, to reduce the lead time in bringing a new product to the market, and to widen their product portfolio and get better returns with incremental investment," says Vijay Kakade, Director, Automotive and Transportation Practice, Frost & Sullivan. It costs at least Rs 300 crore to develop a car for India. But cross-badging requires merely tooling changes - an...
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...Puritan’s Pride (both B2C and C2C) In store and online: Centrum, Amway, GNC (in some beauty stores—qu cheng shi, Pharmacies, supermarket and big shopping buildings), By-health(Tang chen bei jian) * What is the common price for these products in China? For now, I listed the price of the products that are easier to identify. There is big difference between the price in the U.S. and China. Approximately, the price of other products could be calculated by adding the same difference. Bonnie and I would be more than happy to check the price of other products if needed. (In sequence of best selling products) 1CNY=0.1586USD * Protein Powder (nutrition and weight lifting) --15.75 oz --$20.6-$43 * Multi-vitamins--285 servings--$ 26- $73 (American brand is one of the best selling ones on taobao.com) * Fish Oil -- 375 softgels-- $20-$3712 (American brand is one of the best selling ones on taobao.com) * Calcium –180 tablets--$6.5 -$18.5 * B-Vitamins—300...
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...e=2578913&archive=true http://www.irishtimes.com/newspaper/finance/2011/1109/1224307250711.html http://www.just-drinks.com/news/aspall-sees-fy-exports-soar_id106599.aspx http://www.apfelbaum.net/ http://www.hellerauer-fruchtsaefte.de/faq.html http://www.thatcherscider.co.uk/product/the-cider/premium/thatchers-green-goblin-cider.ashx http://www.diningchicago.com/blog/2010/10/27/eat-this-fresh-apple-cider-the-toast-of-autumn/ http://agsci.psu.edu/tfpg http://www.thisismoney.co.uk/money/markets/article-1723712/CC-relishes-growth-in-Magners-cider-sales.html Market Players * KELTEREI POSSMAN GmbH & Co. KG * Kelterei Possmann KG Brand Volumes, 2006-2010 * RAPP’S KELTEREI GmbH * Rapps Kelterei GmbH Brand Volumes, 2006-2010 * KELTEREI HEIL OHG * Kelterei Heil OHG Brand Volumes, 2006-2010 * ------------------------------------------------- KELTEREI WILHELM HOEHL HOCHSTADT GmbH & Co KG Cider Market in Germany to 2014 Market Research Report * Product Code:DAT28740 * Publication Date:March 2011 * Publisher:Datamonitor * Product Type: Report * Pages:31 * Cider...
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...management feels there is an opportunity for growth in the market and is considering a new brand strategy; one that would establish the Rosewood brand and incorporate it into the name of each property as well as introduce more Rosewood branded items in the hotels. It needs to present its strategy to the Board of Directors and is questioning how far it can push the branding without hurting the individual identities of the properties. Industry There are two distinct groups in the luxury hotel industry, the “Collections” of individual properties such as Auberge, RockResorts, and Orient-Express, and the Corporate Branded hotels such as the Ritz-Carlton and Four Seasons. Rosewood operates in the “Collections” group. It built its concept around “A Sense of Place®”, which is meant to reflect how each property captures what is unique about its location. This is fairly typical of the “Collections” brand model, where companies focus branding and marketing on individual properties, with the overall corporate brand relatively muted in the background. The Corporate Branded hotels focus heavily on their brand name and offer a very similar experience from property to property. An approach one Rosewood executive referred to as “canned and cookie cutter”. One advantage that the Corporate Branded hotels hold is a higher cross-selling rate. . Corporate Branded hotels have typical cross-selling rates around 10%-15%, while “Collections” typical rates are around 5%-10%. Rosewood has...
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...consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships. THE FIVE MAJOR PROMOTION TOOLS The Nature of each Promotion Tool ADVERTISING Each promotion tool has unique characteristics and costs. Marketers must understand these characteristics in shaping the promotion mix. Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. For example, advertising includes broadcast, print, Internet, mobile, outdoor, and other forms. Advertising Objectives The first step is to set advertising objectives. These objectives should be based on past decisions about the target market, positioning and marketing mix, which define the job that advertising must do in the total marketing program. An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Advertising objectives can be classified by primary purpose – whether the aim is to inform, persuade or remind. Informative advertising – this advertising is used to inform consumer about a new product or feature or to build primary demand. Persuasive advertising – this type of advertising is used to build selective demand for a brand by persuading consumers that it offers the best quality for their money. Some...
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...ECONOMICS PROJECT ON Selling Cost Or Advertising Expenditure Made by Roll no Names 18 Srishty Jain Abstract Selling (Advertising) Cost: Selling Cost (SC) is another outstanding feature of a monopolistic competitive market. This is in the form of advertisement expenditure. Selling Cost and Product Differentiation together enable the producer to maintain some control over market conditions and influence the shape of the demand curve. Both features are interdependent. Whenever a product is differentiated it is necessary to inform buyers; and advertisement is the only medium through which buyers can be told about superiority of that product. Selling Cost by itself is apparent product differentiation. When a product does not contain any genuine qualitative difference, buyers can be made to treat a product differently through advertisements. So whenever products are differentiated and advertised, the market becomes a monopolistic competition. These are the hallmarks of this form of market. The presence of selling cost increases the firm’s cost of production. In order to recover it, firms have to charge a higher price. The net effect of a monopolistic competitive market is pricing goods at a higher rate. Consumers have to bear this extra expenditure. For manufacturing companies, product costs are only costs that are necessary to produce a finished product. As discussed earlier in the tutorial, product...
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...1. Is Cadbury a marketing-oriented firm? -I believe that Cadbury is more a selling-oriented firm than a marketing-oriented one. Still we can see some market-oriented factors in their procedures. I believe that Cadbury is a selling-oriented company since they follow the concept that holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization¡¦s products. The organization must, therefore, undertake an aggressive selling and promotion effort. Cadbury is part of an industry in which competitors are involved in which all the competitors are involved in extensive advertising and promotional activities. Consumers are bombarded with TV commercials, newspapers, ads, direct mail, and other activities. Also we can see the pattern of the selling concept, which is: Factory "žÂ± Products "žÂ± Selling & Promotion "žÂ± Profits through sales volume We can see how Cadbury follows this pattern. They first manufacture a product. Then they use intensive selling and promotion in order to generate profits throughout sales volume. Selling is preoccupied with the seller¡¦s needs to convert his product into cash. Marketing focuses in the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering, and finally consuming it. Cadbury is not primarily focused in the consumer. They are focused in sales. In the soft drink business all of the competitors are focused in the cash...
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...retailer shops in Dhaka to find out about nail clippers. And we found that though there is no well-known brand for nail clippers in the market but there is some brands who are doing business without their brand name and people are intentionally or most probably unintentionally buying and using their product. we found some not so famous brands for nail clippers well they may not be famous but doing their business nicely. One best selling brand is super they are selling all kind of nail clippers available in all sizes and there are other brands too like Rshengshi, Dxingshu , Panda and non branded. Product analysis : Product Level – Product leveling is the first and most important step taken by product planners to add more customer value to their products. It includes 3 main levels: Core Customer Value, Actual Product and Augmented Product. Core Customer Value: nail is one of the symbols of our beauty. So we try to keep our nail nice and want to cut nail according to a nice process and the hygiene fact counts too. The first thing that comes toeveryone’s mind when they talk about cutting of nails is Nail clipper. Nail clipper is a machine which helps people to cut their nails smoothly. It’s a very useful domestic machine for modern civilization. A person can easily cut his/her nail beautifully by using nail clipper. So it is very useful machine for all. The best selling brands in our country are not that much concentrating on the core customer value as they are not creating the...
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...not fully understand the Rosewood brand. Rosewood believes if they are able to adopt a corporate brand, that their guests will recognize more of their facilities and become loyal which in turn could increase revenue because their guest’s customer lifetime value will have risen. Rosewood also believes that by implementing a corporate brand, they will have an advantage over their competitors. The main issue with their current branding is that their customers are unknowledgeable about their brand. If they instill a corporate brand, more guests will choose their Hotels over competitors. Rosewood believes that by becoming a company who runs a corporate brand strategy, they will be able to increase their cross-selling rate. According to analysis of guest data, corporate-branding properties had higher cross-selling rates among their properties than those that utilized individual branding. Research shows that having a corporate-branding strategy resulted in a 10% to 15% cross-selling rate; this is because up to 40% of their guests returned for another stay. We compare these numbers to those of the individual-branding’s cross-selling rate of 5% to 10%. There are many pros and cons that Rosewood faces when changing from an individual brand to a corporate brand. Until 2004, Rosewood Hotels and Resorts had individual amenities that could thrive on their own as an individual brand. By switching to a corporate brand, Rosewood is increasing their brand awareness. Many people who have stayed...
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...“The Effects of Direct Selling Strategy to the Marketing Success of Marikina Shoe Exchange in Marikina City” Chapter 1 The Problem and It’s Background A. Introduction Direct selling has been making the greatest impact on the marketing aspect today. Direct selling is the oldest channel of distribution. It exists since ages; fulfilling consumer’s basic need for trade and the ability to communicate with the goods they exchange. From the seller's point of view, the major attraction of direct selling is offering an equal and flexible income opportunity to men and women, across all ages, levels of experience and social origins. The direct selling industry offers high level standards of consumer protection while enhancing entrepreneurship for direct sellers. Markets, in their fundamental stages, were meeting places for customers and direct sellers. Frequently, the seller used the market as one of his stopping points before continuing his village-to-village journey dealing. Direct selling offered opportunities for many who had previously run into barriers because of age, education and gender. The growth of the industry allowed many to become successful where no opportunity has existed before. Today, at the beginning of the 21st century, the customer still benefits from a personal and convenient way of purchasing products. The internet has become an important element of direct selling essentially giving each direct seller a worldwide customer base. Direct sellers have been empowered...
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...STRATEGY IN THE CONTEXT OF ABUL KHAIR TOBACCO COMPANY LTD.” I wish him every success in life. ________________________ Mohammad Nazmul Huq Assistant professor Department of Business Administration Stamford University Bangladesh LETTER OF TRANSMISSION 28th January, 2010 Md. Nazmul Huq Assistant Professor Department of Business Administration Stamford University Bangladesh Sub: Submission of BBA Internship Report. Sir With due respect and honor, I have much pleasure to present the report of the internship program on “A STUDY ON MARKETING STRATEGY IN THE CONTEXT OF ABUL KHAIR TOBACCO COMPANY LTD”. The report deals with working environment of a field level distributor and selling strategy. I am submitting this report as a part of my internship program in Abul Khiar Tobacco Company Ltd. This report is going to provide valuable assistance to me in finding out the working environment, which have influence on the service quality. The Officers of AKTCL were very cordial and extended their hands within the limit of their authority. As the time was limited, the report could not be done more comprehensive and analytical. Therefore, I need your kind attention to assess my report considering the limitations of the...
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...Margin Wholesale Selling Price Wholesale Margin = = = = 10 3.3 6.7 0.80 INR INR (33%) INR INR (12% of wholesale selling price) = 5.90 INR Therefore, Manufacture’s selling price Variable Cost of X: Manufacturing Shipping Commission = = = 0.90 0.20 0.59 = per unit per unit per unit 1.69 per unit Therefore, Total Variable Costs Unit contribution of brand X = 4.21 2. Fixed Manufacturing Cost of X: Manufacturing = Advertising = Manager’s Salary = Therefore, Total Fixed Costs = Unit contribution of brand X = 9,000,000 5,000,000 350,000 14,350,000 4.21 Total Fixed Cost Unit contribution for X 3,408,551 units per year INR per year INR per year INR per year INR per year Brand X break-even point = = 3. Breakeven Volume Total Market Volume = = 3,408,551 20,000,000 units per year units per year Market Share needed to Break-even = = = Breakeven Volume Total Market Volume 0.1704 17.04% 2|Page Case 3 Group : 8 4. Volume of units sold of X = = Unit contribution of brand X = Fixed Costs = 24% of 20 million 4,800,000 units per year 4.21 14,350,000 INR per year Profit Impact = = = (Volume of units sold of X * Unit contribution of brand X) - (Fixed Costs) (4,800,000*4.21) – (14,350,000) 6,002,000 5.i. Fixed Manufacturing Cost of X: Manufacturing = Advertising = Manager’s Salary = Therefore, Total Fixed Cost = 9,000,000 10,000,000 350,000 19,350,000 INR per year INR per year INR per year INR per year Unit contribution for brand X = 4.21...
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...STRATEGY IN THE CONTEXT OF ABUL KHAIR TOBACCO COMPANY LTD.” I wish him every success in life. ________________________ Mohammad Nazmul Huq Assistant professor Department of Business Administration Stamford University Bangladesh LETTER OF TRANSMISSION 28th January, 2010 Md. Nazmul Huq Assistant Professor Department of Business Administration Stamford University Bangladesh Sub: Submission of BBA Internship Report. Sir With due respect and honor, I have much pleasure to present the report of the internship program on “A STUDY ON MARKETING STRATEGY IN THE CONTEXT OF ABUL KHAIR TOBACCO COMPANY LTD”. The report deals with working environment of a field level distributor and selling strategy. I am submitting this report as a part of my internship program in Abul Khiar Tobacco Company Ltd. This report is going to provide valuable assistance to me in finding out the working environment, which have influence on the service quality. The Officers of AKTCL were very cordial and extended their hands within the limit of their authority. As the time was limited, the report could not be done more comprehensive and analytical. Therefore, I need your kind attention to assess my report considering the limitations of the...
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...MARKETING Vs. SELLING Marketing is something that we do to let people know what products we have to offer. Selling is something that we do to show people that the products we have to offer are of value to them. In the high tech world of today, much of what we consider marketing is very inconspicuous ( not noticeable ) . Messages are moving at the speed of light, and we are hardly even aware of what we saw or heard that ever made us think eating fast food meant getting good food fast! Marketing is all around us - from the letters that appear in our mind when our stomach hurts. Yes, we know what spells relief to the jingle in our head when we think of the first and second name we give the meat in our sandwich. We have all done it, ran into the store to buy something, and called it out by the brand...not by the actual product name. When was the last time you were thinking of something, as simple as coffee, and “Starbucks” appeared in your mind? This, my friend, is what they call "savvy marketing" and it's as old as the day is long. The reason that marketing has been around for so long, is that for some odd reason, the more we keep something in the forefront of our mind, the more we inquire, the more we "Google" it, and the more we buy it - it is why we think that we're wearing Levi’s instead of jeans. Marketing is what people do to get us interested in the “brand“ of their product. Marketing is what causes us to dream and imagine and wish. When someone markets a product...
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...not fully understand the Rosewood brand. Rosewood believes if they are able to adopt a corporate brand, that their guests will recognize more of their facilities and become loyal which in turn could increase revenue because their guest’s customer lifetime value will have risen. Rosewood also believes that by implementing a corporate brand, they will have an advantage over their competitors. The main issue with their current branding is that their customers are unknowledgeable about their brand. If they instill a corporate brand, more guests will choose their Hotels over competitors. Rosewood believes that by becoming a company who runs a corporate brand strategy, they will be able to increase their cross-selling rate. According to analysis of guest data, corporate-branding properties had higher cross-selling rates among their properties than those that utilized individual branding. Research shows that having a corporate-branding strategy resulted in a 10% to 15% cross-selling rate; this is because up to 40% of their guests returned for another stay. We compare these numbers to those of the individual-branding’s cross-selling rate of 5% to 10%. There are many pros and cons that Rosewood faces when changing from an individual brand to a corporate brand. Until 2004, Rosewood Hotels and Resorts had individual amenities that could thrive on their own as an individual brand. By switching to a corporate brand, Rosewood is increasing their brand awareness. Many people who have stayed...
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