Strategic Marketing ANNUAL MARKETING PLAN The goal of this project is to provide you with an experience in addressing a real-life marketing opportunity, i.e. you will be creating an "original" product concept, gaining an understanding of a particular market, deciding which customers to target, and developing the marketing mix required to introduce your product concept. You may develop this project from the perspective of a start-up company or an established firm who is adding your novel product/service
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[Innocent Cereal Bar] [Marketing] Contents page 1. Marketing Objectives Page 3 2. Target Market 1. Introduction Page 5 2. The whole Organic food and drink market Page 5 3. Segmenting the Market Page 5 4. Description of potential segments Page 5 5. Applying criteria to potential segments Page 5 6. Customer Profile Page 6 3. Customer Perceptual Positioning Map Page 7
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reuse the name for its new brand of tablets, which may have not been such a good ideas. When Microsoft first presented the Surface in 2012, the company went with a fun musical-type advertising with teenagers dancing and jumping around. Microsoft marketing strategy was to show how much “fun” and “cool” its tablet was, unfortunately the public did not see it that way. Microsoft’s ads were perceived as goofy and
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allows a company to adapt to industry fluctuations due to changing preferences and market trends. The ski industry is not immune to withstanding fluctuations within the market. As Vice President of Marketing for Steamboat Ski & Resort Corporation (SSRC) it is our responsibility to develop and implement marketing strategies that are aligned with the company’s mission statement of being ‘the best ski resort in the world’. Recent statistics indicate that our share of the Colorado skier market has decreased
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[pic] Brand (Perceptual) Map Individual Assignment Fall 2014 For this assignment, you will create a Brand map for a product or service category. After the map is created, you will write a management report of the implications of the map. For this assignment, you will use BrandMap Software™ to construct your map. This software is available on all computers in the Schulich computer lab (Room S336). You will have to run your map in the lab as the software cannot be copied onto
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Analytics: A Marketing Segmentation Case Study T. Evgeniou, INSEAD J. Niessing, INSEAD The Iterative Process Cycle Data Preparation & Exploration Analysis Goal of Analysis Performance Assessment Segmentation Methodology – A(nother) Process 1 2 3 4 5 6 Identify Business Issues Clarify Scope and Dimensions Generate and Refine Hypotheses Decide on Data to use / Collect Needed Data Build the Segmentation Framework Link to Marketing & Business
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mass markets segments Consumers: variety of needs & preferences Marketers: offer variety of choices via multitude of marketing offerings Marketing segmentation: Needs Action Linking market needs to an org’s marketing program Market needs Segmentation/Targeting MM A market segment: Group of consumers with homogenous profile & common needs will similarly respond to a marketing program Segmentation – targeting – positioning 1 Using market-product grids: see how Reebok use different
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UNIT 1: MARKETING ICEAP PRE-MBA COURSE WEEK 1 ADAPTED FROM STEPHEN SILBIGER’S THE 10-DAY MBA OBJECTIVES • To familiarize learners with the 7 steps of Marketing Strategy development • To introduce and explore the Buying Process • To introduce and examine the concept of Product Life Cycle • To introduce and explore the concept of Perceptual Mapping • To familiarize learners with the Marketing Mix and the 4 P’s • To investigate the concept of: • • • • • Positioning Distribution
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concentrated approach is the most focused and involves specialising on serving one specific segment. • Can lead to very detailed knowledge of the target segment’s needs and wants. • This strategy can help keep costs down as there is only one marketing mix to manage. • Helps to develop a niche market. The differentiated targeting strategy Attempts t introduce several versions of a product, each aimed
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according to their different attitudes, media exposures and habits, and product consumption patterns. Page: 241 Learning Objective: 1 2. What can be concluded about the affluent Asian adults from the survey? a) Marketers should focus their marketing efforts on all groups b) Marketers may use different messages to sell the same products to same group c) Affluent adults in Asia are a homogenous group d) Marketers will not seek to reach out to them in the same way e) All of the above can be
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