to answer two questions: * What customers will we serve? (what’s our target market) * How can we serve these customers best? (what’s our value proposition) *To decide who we will serve we need to divide the market into segments (market segmentation) *To serve the customer best, the marketer needs the show how the product is better than any other product on the market.
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1. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management PRODUCT AND BRAND MANAGEMENT T E R M PA P E R P R O P O S A L A STUDY OF MAGGI BRAND EXTENSION AND REPOSITIONING I N T E R N AT I O N A L M A N A G E M E N T I N S T I T U T E , N E W D E L H I E X E C U T I V E P O S T G R A D U AT E D I P L O M A I N M A N A G E M E N T SUBMITTED TO:S U B M I T T E D B Y: 1 2. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management ACKNOWLEDGEMENTWe
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THE CHANGING ROLE OF MARKETING IN THE CORPORATION Frederick E. Webster, Jr. For the past two decades, some subtle changes in the concept and practice of marketing have been fundamentally reshaping the field. Many of these changes have been initiated by industry, in the form of new organizational types, without explicit concern for their underlying theoretical explanation or justification. On the academic side, prophetic voices have been speaking (Arndt 1979, 1981, 1983; Thorelli 1986; Van de
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Kevin Huong Prof. Erickson MKTG 10300 May 4, 2012 Porsche Analysis Paper Porsche is success in the automobile sector and its involvement in VW. Porsche is by far the largest sports car maker in the world. In recent years it enjoyed the highest profit margin in the industry, thus enabled it to acquire the giant Volkswagen group. However, the global financial collapse ruined its takeover plan, eventually resulted in counter takeover by Volkswagen. Porsche Automobil Holding SE was founded on
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FEASIBILITY OF ESTABLISHING A FRUIT JUICE SELLING CHAIN IN DHAKA CITY i FEASIBILITY OF ESTABLISHING A FRUIT JUICE SELLING CHAIN IN DHAKA CITY Prepared for: Prof. Abu Yousuf Md. Abdullah Institute of Business Administration Course Instructor, M101 Principles of Marketing Prepared by: GROUP 8 Md. Mainuddin, ZR 23 Abdullah Al Azad Adnan, ZR 47 Tasnuva Sultan, RQ 48 Shafquat Ahmed, ZR 39 Institute of Business Administration (IBA) University of Dhaka January 03, 2009 ii January
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Marketing Mix ………………………………………………………………………………………………………..…….............9 Product Strategy Price Strategy Place Strategy Promotion Strategy 5. Marketing Product Focus ……………………………………………………………………….…………………….13 Segmentation Targeting Positioning 6. Marketing Program …………………….…………………………………………………………………………………16 7. Nivea Marketing Survey…………………………………………………………………………………………………21 8. Conclusion………………………………………………………………………………………………………………………. 9. Resources …………………………………………………………………………………………………
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billion making destination branding an important concept that still remains fragmented and unplanned. Dubai, an emirate of the UAE in the Middle East has been chosen as a case study to explain some elements of successful destination branding. This paper aims to apply a framework developed by Balakrishnan to explain areas of caution when competing in an international market where success is also partially dependent on the macro-environment. Design/methodology/approach – The framework was developed
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Acknowledgement At first we would like to thank Mr. Hanif Mahtab for giving us the support, courage, and opportunity to work on this business plan. We are also grateful to those people without whom it would have been quite impossible for us to continue preparing this entire report. During our preparation we overcome some major difficulties and enjoyed our each and every moment on making this business plan. All of our group members were really co-operative. We had done library work, survey and
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of the producer company Stanimir Andonov* The article discusses the differentiation among the product offers of companies working in the global markets, as well as the strategies which they use and could use in that respect. The main idea of the paper is that the principle “differentiate or die” (Jack Trout) has died. Today the global brands don’t strive to differ from their competitors in everything and at any cost. As an example, let’s have a global look at the business of mobile phones. In June
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The Authors Călin Gurău, GSCM-Montpellier Business School, Montpellier, France Abstract Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication
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