...CASE STUDY Kayem Foods, Inc. al fresco BzzCampaign Brand Evangelists Drive Trial, Sales of Growing Brand BzzAgent Copyright © 2004 BzzAgent Inc. 273 Summer Street 4th Floor Boston, MA 02210 Ph 617.451.2280 Fx 617.451.9922 1 CASE STUDY New Brand Enjoys “Ripple Effects” of Targeted Word-of-Mouth K ayem Foods, Inc., the New England company founded in 1909, offers eight leading brands of hot dogs and sausages. In response to healthconscious consumers who were looking for high quality alternatives to traditional sausage products, Kayem created the al fresco brand of chicken sausages to “provide people with delicious foods that are healthy and convenient, meeting today's active lifestyles,” offering flavors such as roasted garlic, sweet apple, sundried tomato and basil, spicy jalapeno, teriyaki ginger, and sweet Italian. The award-winning sausage is prepared without artificial flavors, preservatives or nitrates and contains less fat and sodium than pork sausage. Kayem engaged BzzAgent, Inc. to conduct a word-of-mouth marketing campaign resulting in exponential trial and increased sales of al fresco in target markets. access to a BzzCampaign online homepage with these features: • A communication guide about the lifestyle benefits of al fresco • Instructions about where to find al fresco in local markets • A printable request form to encourage stores to carry the brand • A basic profile of likely consumers i.e. BzzTargets • A list of nine suggested BzzActivities...
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...COMPARATIVE STUDY OF CONSUMER AND TRADE SALES PROMOTIONAL SCHEMES OFFERED BY BISCUIT BRANDS WITH SPECIAL REFERENCE TO ANMOL BISCUITS IN BAREILLY CITY Partial Fulfillment of the Requirements for the Award of Post Graduate Diploma in Management (Recognized by AICTE, Ministry of HRD, Govt. of India) By Mohd Zuvair PG- 120-30 Batch 2012-14 Under the guidance of Prof. Kamal K. Gupta Associate Professor, Department of Marketing Research INMANTEC, Ghaziabad Integrated Academy of Management and Technology Ghaziabad July 24, 2013 COMPARATIVE STUDY OF CONSUMER AND TRADE SALES PROMOTIONAL SCHEMES OFFERED BY BISCUIT BRANDS WITH SPECIAL REFERENCE TO ANMOL BISCUITS IN BAREILLY CITY Summer project submitted In Partial Fulfillment of the Requirements for the Award of Post Graduate Diploma in Management (Recognized by AICTE, Ministry of HRD, Govt. of India) By Mohd Zuvair PG- 120-30 INMANTEC Integrated Academy of Management and Technology Ghaziabad July, 2013 ACKNOWLEDGEMENT I owe a deep gratitude and heartfelt thanks to Dr Kamal K. Gupta, Associate Professor, Department of Marketing Research, INMANTEC B-School, Ghaziabad; who has encouraged and guided me throughout my research work. I also express my heartfelt gratitude to him for his unmitigated support, meticulous reviews, in depth inquiries and advice on work. It has added immense value to the report. I am extremely thankful to Mr. Mritunjay Sharma, General Manager Sales (North India)...
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...AIS Case #1: Chapter 3: Coupon Accounting #52 In order for a fraud to be perpetrated, three conditions must exist. According to Turner and Weickgenannt (2012), “known as the fraud triangle” (p. 80) they are conditions, incentive, opportunity, and rationalization to commit fraud. By understanding these conditions businesses will be able to create effective and quality internal controls system that will help prevent fraud and fraudulent financial reporting, such as the one presented in this case. Even so, with the best set of controls businesses are still susceptible to fraud. As I examined this case study concerning coupon accounting abuse I will answer questions pertaining to company controls, ways to prevent coupon abuse, parties who may be harmed, and the type of fraud presented in the case. a. Discuss whether the situation described can happen to a company with a good control environment. It is imperative for a company to have good internal control environment. Internal control is defined as, “policies and procedures designed to provide management with reasonable assurance that the company achieves its objectives and goals” (Arens, Elder & Beasley, 2012, p. 290). Thus, internal control ensures all business or organizational processes meet these demands. A company that has a good control environment will help deter fraud. According to Turner and Weickgenannt (2012), “The control environment sets the tone of an organization and influences the control consciousness...
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...------------------------------------------------- Student Registration Number: | 120212798 | | | Word Count: | 2442 | Table of Content Introduction………………………………………………………………………...1 Discussion Business environment PEST………………………………………………………………………………...1-2 Competitor analysis……………………………………………………………………2 Consumer analysis…………………………………………………………………..2-3 Market mix Product…………………………………………………………………………...….3-4 Price…………………………………………………………………………………....4 Promotion……………………………………………………………………………4-5 Place…………………………………………………………………………………...5 STP analysis Segmentation……………………………………………………………………..……6 Targeting…………………………………………………………………………….6-7 Positioning…………………………………………………………………..………7-8 SWOT……………………………………………………………………….......…8-9 Final reference………………………………………………………..………10-14 Introduction Nestlé S. A. was the world’s largest food and beverage company. Nestlé’s boss proposed a request to its new manger of Nestlé Crunch to increase 20 percent dollar in brand profitability with limited budget (Barton, 2012-2014). Therefore, this report will make a market audit for Nestlé Crunch to carry out the SWOT of Nestlé Crunch based on the analysis of the business environment, market mix and STP. Discussion Business environment PEST In politic aspect, Nestlé Crunch would influence by taxation policies as chocolate might to be taxed to prevent health problem (BBC News, 2009). In economic aspect, although it was pleasure to see that the worst financial crisis had over...
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...……………………………………. 1.3 Series of Consumer-Oriented Promotions ………………... 1.4 Trade-Oriented Promotions ………………………………….. 1.5 Communication Consideration………………………………. 1.6 Budgetary Considerations …………………………………… 1.7 Scheduling Considerations ………………………………... 1.8Legal and Logistics Considerations ………………………… 2.0 Appendices ………………………………………….................. 3.0 References ………………………………………………………. Introduction The main aim of this report is to create a 12-month London based sales promotion plan. This will be done by using different amount of factors to determine the best strategy for Virgin Atlantic. These factors will be including the objectives of the company as well as to what type of consumers to target while taking a deep look to budgeting and scheduling details. Since it was established in 1984, Virgin Atlantic Airways has turned into Britain's second biggest bearer serving the world's real urban communities. Presently based at both London's Gatwick and Heathrow air terminals, it works whole deal administrations to thirty destinations worldwide as far separated as Las Vegas and Shanghai. Virgin Atlantic has delighted in tremendous prevalence, winning top business, shopper and exchange grants from around the globe. The aircraft has spearheaded a scope of advancements setting new measures of administration, which its rivals have along these lines looked to take after. Notwithstanding Virgin Atlantic's development the administration...
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...CASE TITLE: MC DONALD’S “SENIORS” RESTAURANT CASE STUDY METHOD OBJECTIVES: 1. To enhance socialization and quality decision making. 2. To advance the student’s learning in the national world of business operation. BY: MARY KRISTINE S. TORRECAMPO LC 3 I. STATEMENT OF THE PROBLEM 1. What is the effect of the increasing seniors’ population to the image of Suzanne’s Mc Donald’s Restaurant? 2. What services should Suzanne’s Mc Donald’s Restaurant could offer to attract more young customers to avail the facilities longer than the seniors? II. DEFINITION OF THE PROBLEM The Mc Donald’s Restaurant is open to the public especially to the young ones, but unfortunately, the main customers under Suzanne’s management are said to be “seniors.” If the senior customers continue to grow in the fast-food restaurant, there are two possible outcomes that may happen, both an advantage and a disadvantage. The advantage is – for the management perspective – there is nothing to worry in terms of the restaurant sales and gaining of profits because even they are seniors, they are still customers that are willing to avail the services being offered. However, the disadvantage is, if the seniors’ population continue to grow, in availing the services in which supposed to be for young people as the main targets, their presence will monopolize the place as being the main customers and withhold the young ones. Young customers might feel uncomfortable...
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...Bullet point one: “Identify the segmentation criteria that will affect your target market selection.” The division and criteria gathered are from General Mills.” The products offered by General Mills, consist of (Pillsbury, Post Cereal, Kellogg, Kraft, Betty Crocker, General Mills Cereal Coupons, General Mills top jobs product, and many more). Before he or she can proceed there need to be some clarification of the target market, and marketing strategy. Target marketing involves a team of people (group), that a business has selected or focused on to further its products or merchandise. In a marketing, the analysis found a more understood definition of target marketing; was a business strategy. “Market strategy is to be understood as mass media. Mass media, and its strategy television or radio, are used to educate the public about a business product. If a business wish to sell its’ product, television is the way to do it. By means of advertising, radio or even newspapers could reach a target group. Customers selected to measure merchandise are segments of marketing strategy. The above are terms of a business that do store buying of a business’s product. In week three team assignment the instructions are to list the different criteria for a target market. General Mills with its target market uses all the above strategies, and the following to monitor its products activity. Differentiated strategy is used to make offers to the different groups or segments it...
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...Promotional and Advertising Strategies By Aveon Sims Strayer University BUS 508 Contemporary Business Professor Jean Fonkoua August 31, 2014 Promotional and Advertising Strategies Promotion and marketing are among the most essential market mix features or elements. Market mix involves different strategies commonly known as the 4P’s: product, price, place and promotion. The key motive of promotion is to increase clients’ awareness of a brand or a project increase brand loyalty and generating sales. Promotional mix is composed of diverse elements such as personal selling, sales promotion, advertising, publicity and direct marketing. Both large and small customers understand the importance of promotional advertising strategies such as turning a new product to become a household name or established products into to top priority of the customer. Small and large companies benefit through applying different strategies of promotion and attracting more customers. A television set has become a necessity in the modern life with all the families searching for the best brand that is easier to operate and has more applications. Different organizations have ventured into the manufacturing and assembling of television set to enjoy the advantages (Scissors & Roger 2002). The paper will focus on advertising and promotional strategies applied by different companies that concentrate with manufacturing and assembling television sets. Samsung and Sony have emerged as the two most successful...
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...Strategy recommendation for how KFC should incorporate the reality of the Internet and social media into its business plan Yum! Brands is a global company that operates in 41 different countries and territories with approximately 41,000 restaurants. The company was formed in 1997 as a spin-off of PepsiCo and has become a leader in international retail development, opening an average of five restaurants per day outside the U.S. Yum! Currently owns 3 different concepts: KFC, Taco Bell and Pizza Hut. Colonel Harland Sanders is the founder of Kentucky Fried Chicken and is proven to be a great American success story. He began frying chicken in the early 1930’s at a travelers’ service station in Corbin, KY and after perfecting his 11 herbs and spices and frying technique that is still used today, the Colonel began franchising in 1955. 10 years later there were over 600 restaurants in the U.S. and Canada. The Benefits of using social media and the internet The benefits in using social media and the internet for any business is to increase exposure, gain traffic and connect with people. A business needs to create strategies that link the customer experience with the technologies and systems required to deliver the right content at the right time. (Hisaka, 2012, para. 1) KFC has to stay relevant to its customers and followers because it’s a brand that everyone knows and has been around since the 1950’s. Interacting with customers and asking for their opinion allows...
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...Royco to your intended target audience and create awareness. If you look at exhibit 13 the Nielsen Survey of the top reasons people trust forms of advertising the number one overall reason was “recommendations from people I know” and the number three overall reason was “consumer opinions posted online.” The thing these reasons have in common is that they both are considered Word of Mouth (WOM) advertising. If you look at exhibit 10, the trnd example of multiplier ratios, you can get a good idea of how many people can potentially be reached just by starting with 3,000 participants. In the textbook “Marketing for Growth” figure 9.1 indicates the largest impact on purchase decisions comes from third-party recommendations, such as friends and family. For these reasons I am going to incorporate WOM advertising heavily into both of the alternatives. The first alternative is going to involve WOM advertising through focus groups, web advertising, social media, and a small amount of television commercials. When looking at Exhibit 1, the Royco Marketing Budget from 2011-2014, I realized the trend of the decrease every year in TV and the increase in Web and wanted to continue this trend. Since the target audience will be active and professional women between 25-49 years of age this is who will be brought into the focus group. There will be 10 total focus groups ran, each consisting of 150 people each. The objectives of this focus group will be for the target to try the product and to...
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...real strong demand for Cleopatra in the target Quebec market. This is mainly because of the following reasons:(1) Inappropriate Target Sampling The idea of introducing Cleopatra soap to Canada, especially Quebec Province with French background, came because of the grand success in France and the expectation that the cultural similarities between those two places would produce similar results. Though the basis of considering the Quebec Province was their French influence, the market survey was conducted in Toronto, a city in Quebec’s neighbouring province Ontario that has British influence. So at the first place, the researchers got the target sampling completely wrong and the market survey results for the British-influenced market cannot be used to assess the demand in the French-influenced market.(2) Inappropriate Research Study Method. The first research study was conducted with a “super group” of articulate professional women who were introduced to the product, its price and advertising, followed by open discussion on likes and dislikes. This study showed positive and receptive results for Cleopatra. As Cleopatra was intended to be premium-quality, premium-priced soap, this study definitely validated the premium quality but there was still a question mark on the reception of premium price as the “super group” in this case are mainly concerned with the benefits of the soap and are less sensitive to the price. The second research study was conducted with...
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...|Tesco’s Customer Relationship Management | | | |The case describes the customer relationship management (CRM) initiatives undertaken by Tesco, the number one retailing | |company in the United Kingdom (UK), since the mid-1990s. The company's growth and its numerous customer service efforts | |are discussed. The case then studies the loyalty card scheme launched by the company in 1995. It examines how the data | |generated through this scheme was used to modify the company's marketing strategies and explores the role played by the | |scheme in making Tesco the market leader. The case also takes a look at the various other ways in which Tesco tried to | |offer its customers the best possible service. Finally, the company's future prospects are commented on in light of | |changing market dynamics, the company's new strategic game plan, and criticism of loyalty card schemes. | |Issues: | | | |»Examine how the information gathered through CRM tools can be used to modify marketing strategies and the benefits that | |can...
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...Table of Contents 1. Executive Summary……………………………………..……………………………………………………2 2. Introduction…...………………..……………………………………………………………………….……3 3. Case Study………………………….................................................................................................................4 4. Situation Analysis………………………………………………………………………………………….…6 4.1 Historical Context……..…………..………………………………………………………………6 4.2 Industry Analysis………………………………….………………………………………………7 4.3 Market Analysis………………………………………………….……………………………….7 4.4 Competitor Analysis…………………………………………………………….………………..8 5 Objectives and Measurement of success………………………………………………………….….……..9 5.1 Communicating Objectives ……………………………………………………………..………9 5.2 Quantitative Benchmarks ………………………………………………………………….…..10 5.3 Measurement Analysis/Criteria for Success…………………………………………………..13 5.4 Time Frame……………………………………………………………………………………..13 6.0 Budgeting ……………………………………………………..………………………………………….13 7.0 Proposed Strategy …………………………………………………..……………………………….….16 7.1 Performance ……………………………………………………….…………………………..17 7.2 Assessment …………………………………………………………..………………..……….18 8.0 Advertising Campaign Proposal …………………………………………….…………………………19 8.1 General Objectives……………………………………..……………………………..………...19 8.2 Specific Objectives…………………………………………………………………..………….19 8.3 Media Strategy…………………………………………………………………………………..20 8.3.1 Flyers…………………………………………………………………………………20 8.3.2 Newspaper Advertisement………………………………………………………….26 8.3.3 Business Cards………………………………………………………………………28 ...
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...EXPERIENCE HBR.ORG Case Study A theme park operator considers whether the boost in ticket sales is worth the trouble. by Marco Bertini, Luc Wathieu, Betsy Page Sigman, and Michael I. Norton The Experts Gideon Lask is the founder of BuyaPowa, a UK-based social commerce business. Do Social Deal Sites Really Work? T he sales reps from DailyDilly had just finished their rollicking video presentation, and the laughter in the meeting room was starting to subside. Ruth Davison, the marketing director of Flanagan Theme Parks, was still smiling when she finally spoke. “I’m thoroughly impressed,” she said. “This would give us the marketing capabilities we’ve always wanted.” Will Eastman, Flanagan’s operations director, was beaming. He had suggested doing the promotion with DailyDilly, a fast-growing Australian social-couponing company similar to Groupon and LivingSocial. “Then I think we’re ready to make a decision,” he said. Everyone looked at Allie James, a consultant decades younger than Will and Ruth. Allie had been working with Flanagan for just over a month. She knew she had to kill the DailyDilly initiative but was reluctant to do it with the reps present. “Let’s discuss this off-line,” she said. Will slapped the table. “Come on,” he demanded. “We’re here now.” The DailyDilly reps became wide-eyed. Allie took a deep breath. If Will was going to push her, she’d be blunt. “No, then,” Allie said. “It’s not on.” Will pushed his chair back and walked out of the room...
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...Jacque Final Review Guide 1) Operating Leverage vs. financial leverage: Laurence A high degree of Operating Leverage means that a relatively low change in sales will result in large change in EBIT. If all things are held constant, the higher the firm’s fixed cost the greater its Operating Leverage. In Jacque’s words, this has to do with volatility of the top line. Those firms are usually highly automated, capital intensive, hire highly skilled individuals (read pay them huge salaries), and engage into costly R&D activities. Effects of Operating Leverage on Business Risk: (if all other things held constant) the higher a firm’s Operating Leverage, the higher its business risk. This is because in lower economical cycles, the firm will still be incurring its fixed cost. However, remember that higher risk usually commands for a higher return on investment. Financial leverage is the use of debt to finance the activities of a business. Financial risk is the additional risk put on the shareholder when management decides to finance with debt. The more debt a firm takes on, the more concentrated the business risk on the shareholder because the shareholder is a residual claimant. This results in a higher expected rate of return on the investment by the shareholder. Consequences of an increase in leverage (Leverage ↑): * Expected ROE ↑ * Stockholder risk ↑ * Standard deviation ↑ * Coefficient of variation ↑ 2) Cash-Flow statement and valuation: Natalia ...
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