...market D. Positioning statement II. Product strategies…………………………………………………4 E. Product classification F. Product attributes G. Brand name H. Product support services I. Product’s stage in the product life cycle III. Price strategies……………………………………………………6 J. Price in different outlets (Table) K. Price compared to similar products (Table) L. Type of market IV. Place………….………………………………….………………..7 M. Channel length and type V. Promotional mix………………………………………………….8 N. Product Promotion O. Promotional tools P. Message and target market VI. Weakness…………………………………………………………10 VII. Suggested solution………………………………………………..11 VIII. References…………………………………………….…………..13 Introduction: A-Product category: The product we chose for this research is from the food category; it is a convenience good that can be found in almost all retail outlets across Lebanon. To be more specific it is from the sauces and topping section. “Heinz Ketchup” an American brand of ketchup, originally produced by the H. J. Heinz in the United States, imported and distributed in Lebanon by “KFF Food & Beverage Sal”. This product is mainly linked to fast food and western cuisine. B-Retail outlets visited: In order to spot the weakness of this product we conducted a research to evaluate its “four marketing P’s”, product, price, place, and promotion strategies. Later on we also compared it to similar competitive...
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...Promotional and Advertising Strategies Author’s name Institution’s name Promotional and Advertising Strategies Abstract The automotive industry is a multi-billion industry. The dawn of the twentieth century witnessed the beginning of the automobile industry.entrpernuers in the United States and Europe made the first prototypes of vehicles by the end of the nineteenth century. Since then entrepreneurial activities has been booming in the industry that has been motivated by competition among car manufacturers. Competition in the automotive industry inspired the introduction of innovative promotional strategies, marketing strategies, pricing and consumer-oriented promotional strategies. This paper researches on the automotive industry, taking note of leading companies in their respective product category, their marketing strategy, consumer-oriented promotional strategies, their pricing and the leading companies within the product group. This paper also recommends ways in which companies I the automotive industry could use marketing information to gain competitive advantage and to differentiate itself in the marketplace. Effective advertising strategies for automotive companies will also be mentioned. Introduction Automotive industry started in the 1890’s as a result of the domestic market and the introduction of mass production in the automotive industry that rapidly revolutionized the industry into the largest in the world (McAlinden, Sean & Bernard 2005). The industry...
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...not yet been conducted and have to be done by the business, this is a more expensive and time consuming method of research but gives more specific results as the business can find out exactly what they want to. Secondary research is research that has already been conducted which means it is usually free and a lot less time consuming that primary research, although it may be hard to find the specific research data you wanted and the data may not be up to date. PCL’s current objectives are to meet their business principles and increase demand, increasing demand is not specifically mentioned in the case study as an objective but he is looking to take over another business and question two of the exam asks to discuss the appropriate pricing strategies that would increase demand in the coming months which indicates they are looking increase demand. Market research is the systematic analysis of data on potential customers, competitors and products. One market research method they could use is secondary research into the past company records to find out whether the demand for their products changed when they introduced new...
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...light combined with the specially formulated gel, rapidly removes surface stains and penetrates deep to remove embedded stains. Works great on stains caused by coffee, tea, smoking, red wine, fruit juice, cola, aging and more. In the marketing plan of WhiteLight it shows that as the company is producing same product to all consumer, which refers to mass marketing means no segmentation by demographic, geographic, behavioral etc. As the product is totally new in Bangladesh not so much people are aware about the product therefore primarily the company is focusing urban area people of some big cities; so single segment concentration is their selective pattern of target market selection for this product. WhiteLight which is a new product and not available in the market so it’s still in product development stage, however the company expect that when it will enter the market it will in introduction stage where sales will low but a increasing rate, and their target is to go in maturity stage for higher sale and higher profit. Considering “White Light” as a new product in our country and this is already popular in other countries the company will use “Market Skimming” pricing strategy. They hope that buyer willing to pay their settled...
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...Case Analysis Optical distortion, Inc. Presented by Donnette Russell Marketing Plan Table of Contents Executive Summary 3 The Challenge 3 Situation Analysis 4 Market Segment 4 Alternative Marketing Strategies 4 Selected Marketing Strategy 4 Short and Long Term Projections 4 Conclusion 4 Executive Summary Optical Distortion, Inc. was incorporated in 1966, after an innovator by the name of Daniel Garrison stumbled upon an opportunity to enhance the output of common chicken egg production by inserting a form of contact lens that would blur, or distort the vision of the producing bird just enough to maintain optimal production while making the handling of these creatures easier. Based upon observations of a flock of chickens in Arizona which were afflicted with cataracts and separated from the remaining flock, it was noted that not only did these birds consume less food while retaining the same level of production as the remaining flock, but the ease to which handling the birds increased to the point that instead of curing the afflicted birds, the farmer requested to have his remaining flock “infected” with the same visual distortion. Through trial and error, ODI was ready for implementation of the lenses by 1973 with high hoped and great expectations. The Challenge As with any new product, multiple challenges arise throughout the creation and development process, which include, but are not limited to the product itself - insuring...
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...Stick. In our opinion, Colgate should come out with a new production line extension for kid’s toothpaste by adding more different flavor. As what we know, nowadays most of the parent will let their kid’s to choice their own toothpaste, so that they will more likely to brush their teeth daily with using their favorite toothpaste. Besides, this new product line extension will also provide Colgate to have a more competitive advantage in the market. Competitor Analysis The major competitor for this new product line extension is Kodomo Lion. This company is the leading company in Malaysia for kid’s toothpaste as they are the specialist in this region (Kodomo Lion, 2014). Next, the strength of this strong competitor is they are specialist in producing kid’s toothpaste for many years, their brand is well-known by a lot of customer that have children and the consumer have bigger confidence for Kodomo kid’s toothpaste against other competitors as the toothpaste that produce by Kodomo...
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...developed on the Foundation Degree in Communication at Work, design and produce a portfolio of promotional and advertising material for a business. The completed package should feature a cohesive ‘house style’. Your completed portfolio will contain a current Curriculum Vitae and at least four of the following products: • a Website consisting of a ‘Home’ page and at least two other linked pages together with functioning hyperlinks. • a press release that conforms to industry standard layout. • a leaflet • a poster • a brochure • an advertorial • an in-house magazine • a 15 minute promotional presentation • a short radio advertisement, scripted and produced using ‘Cool Edit Pro’. The portfolio will be accompanied by a commentary for each element explaining the strategies you adopted together with an analysis and evaluation of the language choices you made and any theoretical frameworks you utilised. You should also consider target audience, purpose of the text and any legal/cultural implications associated with your type of business. Your commentary should include an introduction where you outline your project and identify the target audience. You may also want to discuss your methodology and include any research undertaken in this section. Approx words 3000 – 5000 to include your commentary Presentation: All promotional and advertising materials together with the commentary should be presented as a single portfolio...
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...A Case Analysis on Prime Meat, Inc. (Bea’s Pricing Dilemma) Submitted by: Adajar, Julia Martha Alcachupas, Paul Joshua Crisostomo, Kenneth Ezechiel Donato, Ma. Lorena Leynes, Vonn Orland Saputil, Gemaicca Laudato Viernes, Marielle Almira I. POV Bea Lim * Bea Lim is the current marketing assistant of Prime Meat, Inc. * She was the initiator of creating new marketing strategies from Prime Meat products. * Unlike other characters mentioned in the case, Bea Lim gathered information through market research thus letting her have a grasp of the market’s perception of the product. II. Relevant Case Facts * The Executives of the company want to create a better image for their products considering their acceptability in the market. * Mr. Jay de los Reyes, the Marketing Manager has commented that current prices are lower than similar products in the market. * Prime Meat, Inc. is a big spin-off from the big feedmilling business of LCM Company located in Lipa City, Batangas. * The current volume of production in Lipa City, Batangas is 10 metric tons. * They are considering to transfer their production plant in Santo Tomas to increase the volume of production to 30 metric tons. * Their product line consists of the following: bacon, bologna, cheesedog, chicken longganisa, embutido, hamburger, hotdogs, pork tapa, tocino, sisig, skinless longganisa, glazed ham, sweet ham, smoke longganisa, and Christmas ham. * Among these products...
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...Summary In this particular research, we have put an effort to understand the product and the marketing policy and activities of Amul and buying behaviour of the consumers with respect to Amul products. We discuss its mission, objectives and analyse the marketing strategies of the organization. Marketing policy includes interest-creating activities such as advertising, personal selling, publicity and direct marketing. Amul’s marketing activities include mainly hoardings and television advertisements and also a little on the internet. Moreover we also do a SWOT analysis and discuss our findings. A market research is also included which discusses how people perceive Amul as a brand and what has made Amul such a successful brand. Finally we conclude and recommend some suggestions which can help Amul continue in such a fruitful manner and enjoy success in the long run. Table of Contents INTRODUCTION TO THE ORGANISATION 3 Situational Analysis 4 Market Summary 4 SWOT Analysis 5 Competitors: 5 Product offering: 6 Keys to success: 7 Marketing Strategy 8 The Amul Model 8 Mission 9 Marketing Objectives 9 Financial Objectives 9 Market Segmentation 10 Market Targeting 10 Market Positioning 10 Strategy Summary 11 Marketing Mix 12 Product 12 Amul Pricing...
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...various sectors. From those various sector one of the field is dairy food sector. It is a very hopeful sector for our country because Bangladesh economy basically depends on agriculture. In this context some of the companies in our country are now producing various dairy products. Sanowara, Shah Dairy, Meghna Dairy are renown of them. In this report we discuss about Sanowara Dairy Foods. 1.2 Objective of the study: Everything should have some sort of objective. Objective should be made in such a way that provides the optimum benefit to the study. An objective gives a boundary of any task and makes it possible to accomplish. My research has some objective which makes the report possible to be submitted. Every objective provides a chance to know about the related matter. In my report I also have some objective that gives me chance to know about the followings: To know about the marketing mix of SDFL To know about the product management of SDFL. To know about the packing standard and size. To know about the product feature. To know about the pricing policy of the company. To know about the considering factor of pricing. To know about their market coverage. 1 To know their distribution system. To know about their promotional tools. To know Retails opinion about Sanowara dairy To know company’s...
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...under private sector.Then a private company named ‘Bhaia Group’ was overtaken Nabisco for future functions.At present one of the brothers from ‘Bhaia Group’ Momen Ali is the managing director of Nabisco. Nabisco is one of the oldest and famous biscuit company in Bangladesh.It has no branches other than the factory at dhaka in Bangladesh.The Nabisco company in Bangladesh is so iconic that the particular place where Nabisco factory is situated is called ‘Nabisco Mor’ for the identification of that area. Products At the beginning Nabisco only produced various kinds of Biscuit and after making a solid place in market then they introduce various flavoured Chocolates to the customer and finally various sized breads.At present Nabisco producing...
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...adapted products for the international market. A recurring debate exists relative to product planning and focuses on the question of standardized products marketed worldwide versus differentiated products adapted or even redesigned for each culturally unique market. Those with a strong production and unit cost orientation advocate standardization and others, perhaps more culturally sensitive, propose the policy of a different product for each market. The issue cannot be resolved with a simple either/or decision. Cost revenue analyses need to be done and decisions made in the hard, cold lights of profitability. There is no question that significant cost savings can be realized from having standardized products, packages, brand names, and promotional messages but this makes sense only if there is adequate demand for the standardized products: costs must be balanced with demand. On the other hand, if the cost of an individualized product when evaluated against price/demand characteristics within a market exceeds potential profit, then it is ridiculous not to consider other alternatives including not marketing the product at all. To differentiate for the sake of differentiation is no solution, and realistic business practice requires a company to strive for uniformity in its marketing mix whenever and wherever possible. Economies of production, better planning, more effective control, and better use of creative managerial personnel are all advantages of standardization. 2. Define...
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...Chapter 4 pg 121-129 Franchising agreement: stipulates (specifies) the duties and responsibilities of the franchisee and the franchiser. Benefits of Franchising For the Franchiser ■ The franchiser can attain rapid growth for the chain by sign- ing up many franchisees in many different locations. ■ Franchisees share in the cost of advertising. ■ The franchiser benefits from the investment money provided by franchisees. ■ Advertising money is spent more efficiently (the franchiser teams up with local franchisees to advertise only in the local area). ■ The franchiser benefits because franchisees are motivated to work hard for themselves; the more revenue the franchisee generates, the more money the franchiser makes. ■ The franchiser is freed from all details of a local operation, which are handled by the franchisee. For the Franchisee ■ Franchisees own a small business that has access to big business management skills. ■ The franchisee does not have to build up a business from scratch. ■ Franchisee failure rates are lower than when starting one’s own business. ■ A well-advertised brand name comes with the franchise and the franchisee’s outlet is recognizable because it looks like all other outlets in the chain. ■ The franchiser may send the franchisee to a training...
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...and therefore for this assignment I have chosen Coca-Cola as my product. Coca-Cola being one of the fast moving consumers good has been able to create value in the lives of people by providing them moment of refreshment and shares. However, there are various issues that this company has faced over the years in the market which is explained below. Marketing Environmental Analysis of Coca-Cola Every organization success depends on how its marketer is able to handle the current marketing trends in relation to the external factors. For, a company such as Bottlers Nepal Limited to survive in this competitive market it needs to focus on the 4 P’s of marketing mix – product, price, place and promotion. However, out of the four components promotional program is the most important to keep the company in the eye of the consumer. And to keep the pace with the fast growing industry, an organization need to undergo the PESTLE Analysis which helps an them to know about the external factors (i.e....
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...Promotional and Advertising Strategies: Toyota Motors and General Motors BUS 508 Contemporary Business June 8, 2014 Abstract The production and management systems in many industries get revolutionized globally due to changing technologies. The automobile industry is not left behind and is currently facing new opportunities and threats. Increase in safety requirements, globalization, digitalization and individualization are a few factors that are spearheading the change in the industry. Survival of companies has been made uncertain, and only those that consumers find to add value are guaranteed the existence. This paper will analyze two leading automobile industries, Toyota Motors and General Motors, and the marketing techniques and strategies that have enabled their survival in the recent past. The study will reveal that environmental interpretation and aspiration to the usage of new technology are important factors for the generation of profit and retention of the market share in the automobile industry. Promotion Strategies Sales promotion denotes devices that are used to induce buyers to buy products that the company offers in the market, in a manner that is better than competitors in order to attract and retain customers. This form of advertising may be consumer oriented in the sense that manufacturers induce buyers through samples, bonus packs, coupons and rebates,...
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