Table of Content INTRODUCTION 3 MARKETING CONCEPT AND APPLICATION 3 PRINCIPLES OF MARKETING 4 ROLE OF MARKETING 9 Strategic Marketing Planning 10 The Planning Overview 11 Broad Objectives 12 Strategic Marketing Plan 12 Potential Barriers 13 The Planning Cycle 14 Role of The Marketing Mix 14 Product 15 Price 15 Place 16 Promotion 16 Methods of promotion are varied, and include: 17 PROMOTION MIX 18 CONCLUSION 22 REFERENCES 24 Marketing: Principles Of Marketing Introduction
Words: 6849 - Pages: 28
Marketing mix is the set of controllable tactical marketing tools–product, price, place, and promotion–that the firm blends to produce the response it wants in the target market Company Background Found in 1938, Kee Wah Bakery has grown from a small grocery shop to a household name renowned for its bakery products in over half a century, with outlets and business filaments that stretch from Hong Kong to Mainland China, Taiwan, North America and Japan. The brand now has now become a household
Words: 5144 - Pages: 21
Assignment 2 Product, Price & Place Strategy 2150-XXX Include full names and student Ids. March, 2010 Product Strategy Product Concept Core: Convenience that promotes a better future. Actual: A backpack with a built-in, removable, cooler-like lunch box on the bottom. Solar panels on the front that will charge built in batteries that can be used to charge ipods, cell phones, and/or cameras. Compartments for reusable plastic utensils that will be included in initial purchase
Words: 1399 - Pages: 6
infallible way to make this decision. There are, however, many guidelines. In DirecTV’s case logic and order of action will be the guides. First, the positioning of service needs to be determined. The service is a luxury exclusive service and pricing it high will help imprint that style image into the consumers mind. Many people believe you get what you pay for. A market research team will verify this willingness to pay a high price and thus support the demand curve. In the interest of being
Words: 700 - Pages: 3
Study on pricing strategies for FMCG products in organized retail stores Introdction: Pricing of a product and services means price differentiation is one of the most vital element of the Marketing mix, as it is the key factor or organizations for generation turnover for them. Past records say prices were determined by forces of demand and supply i.e. consumers and producers and that is the leading aspect of most of the economies in many countries. Now alike many other things, development, growth
Words: 592 - Pages: 3
Marketing Plan: Phase III Team D: July 18, 2011 MKT 421 University of Phoenix Glenna Twing Marketing Plan: Phase III Verizon, a global leader in telecommunications, information technology, and entertainment hopes to leap-frog over the competition with its development of an integrated whole-house digital video recorder (DVR). Verizon’s fiber optic (FiOS) service is the only television, Internet, and digital voice service currently available using 100% fiber optics (Verizon, 2009). As
Words: 1785 - Pages: 8
Analysis: 15 4.1.9. SWOT Analysis: 18 4.2. Marketing Strategy 21 4.2.1 Value Proposition 21 4.2.2 Branding 21 4.2.3 Marketing Strategies 22 4.2.4 Business Strategy 22 4.3. Marketing Mix: 22 4.3.1 Product Strategy: 22 4.3.2 Pricing Strategy: 23 4.3.3 Place Strategy 24 4.3.4 Promotion Strategy: 24 4.3.5 Marketing Strategy Summary: 28 5. Operational Plan 29 5.1. Personnel Plan 29 5.2. Organizational Hierarchy 30 5.3. Management Strength 31 -------------------------------------------------
Words: 6387 - Pages: 26
Parle- G | September 19 2011 | This is a case study of Parle-G which is a classic salty and sweet flavored biscuit introduced by Parle Company in the Indian market. | Product and Marketing mix &Core Marketing | Introduction to PARLE-G Company In 1939,parle product began manufacturing biscuits, Parle glucose and parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading name for great taste and quality. Parle-G or Parle
Words: 2855 - Pages: 12
implement several pricing strategies in attempt to attract its target market and convey certain messages about their products. In order to remain competitive within the market Coca-Cola Amatil tend to avoid using just one pricing strategy. As the majority of Coca-Cola sales come through retail outlets such as supermarkets, convenience stores, and fast-food restraunts, Coca-Cola Amatil doesn’t have entire control over the final consumer price, although there are certain pricing strategies implemented
Words: 363 - Pages: 2
Customers The continued assessment of prices on consumers’ part is crucial in deriving their perceived value Reference Prices Price and Perceived Quality Measuring customer value * Company This stresses on the alignment of marketing strategy with pricing strategy Price In arriving at price, the following factors were considered. * Price sensitivity of target segment: Notably within our target segment, they are not price sensitive given the differentiated product and service. * Price flexibility
Words: 741 - Pages: 3
