Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

They are busy at work, so they do need a convenient heating tool to facilitate daily cooking. And these people are generally at the relatively higher social class and earning a stable annual income, so that they may be willing to and also have the ability to Improve their family’s quality-of-life. In order to Improve the living standard, they may hold the concept as: ‘buy the best’. Media also has considered customer generations. In China, ass’s generations generally received higher education than their older generations, but they are unfamiliar with cooking.

Therefore, these young people are easier to accept advanced cooking tools, and may lay a higher perceived value on those high-tech products. 2. Marketing targeting Media applied the segmented marketing strategy. The company offer the low-price microwave oven to satisfy customers who are earning lower income or do not regard with the advanced functions. As for those customer who has a decent Job with stable annual Income, Media offer them advanced products with higher prices. And for those customer who want to Improve living standard and experience new-tech, Media offer hem the most expensive products which has one or more high-tech functions. . Differentiation and positioning The Chinese microwave oven market was suffering the price war. Some strong company adopted the penetration strategy and repeatedly reduced price. As a result, the whole industry was in deficit because of the limited profit margin, The very low prices also has influenced the customer perceived value on microwave ovens. Consumers may belle that these microwave ovens only worth low prices and then regard these prices as reference price to value other similar products. The main reason of this situation is that, all the microwave ovens in the market are similar, without any distinctive value.

Consumers can not see any superiority among these products, so they only choose the cheapest one. In order to get rid of the blind competition and capture more value from this market, Media has made great efforts to 1 OFF Firstly, Media lengthened its product line, pushed more advanced microwave ovens into the market. Media found that there were not any high-end product existing in the market but customers did need advanced ones. Thus Media stretched its product nine upward, started to offer customers higher-end products with higher prices.

These new products filled the blank area of the Chinese microwave oven market, satisfied customers’ different need hierarchies. For example, the lower-end products could satisfy customers’ basic needs for cooking meal; and the ‘Shenanigan microwave oven could satisfy customers’ higher level needs, such as social needs, because this product seems very cool and could be sent as a gift to relatives or business patterns. 2 Second, Media integrated many new-tech functions in its most advanced and most expensive product: ‘Shenanigan.

Media invested lots money to buy the patents of key techniques. This new product not only provides customers with the basic value of a microwave oven, to heating food, but also satisfies customers’ further demands: to cooking a delicious meal, which is backing up by its 350 ‘C steam heating technique. On the other hand, the intelligent control system also solves customers’ problem of ‘how to control the cooking, as many customers may be unfamiliar with cooking. The fine product, ‘Shenanigan, has many advantages that made it superior to other reduces existed in market.

Its unique features deliver great benefits to customers. In order to introduce the value of this product to the market effectively, Media named this product series as ‘XX’, which is same with the name of a high-grade car. Media believed that this name will make customers connect this product with the adjectives of high quality, high grade, and high price. These high-level attributes make it easy to distinguish the new product from the other low-end and low-price products existed in market, and they also could leverage up customers’ perceived value on this reduce.

As added such highly valued functions on the ‘Shenanigan microwave oven, Media was able to set a high price on it (value added pricing). But Amide’s goal was not to skim revenues from this luxurious product. The company’s ultimate purpose was to position its microwave brand on a stronger value proposition of ‘more price for more benefit’. Media believed that by developing high-grade products, change customers’ value perception on its microwave oven products, the company can create higher brand value and strengthen its pricing power on other microwave oven products.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Foods is giving away thousands of Caribbean-themed limited edition Wedges Sharing bowls as part of its Summer of Sharing promotion. The promotion aims to drive sales and repeat purchase. To obtain a bowl consumers simply need to collect two unique codes from any two McCain Wedges packs. The promotion, which will feature on around 4. 5 million packs of McCain Wedges, will be in store from 8 July 2013 for approximately 12 weeks, with a heavy weight in-store and online support package during the key summer months of July and August.

The Wedges category is intriguing to show strong growth, y-o-y value is up 15. 9% 1, with the activity building upon the huge success of last year’s promotion. The promotion is part of McCain Foods over-arching sharing strategy which aims to drive category growth by encouraging new sharing occasions for wedges, such as movie nights and barbecues. Mark Hodge, McCain Foods head of brand, said: “The consumer response to last year’s sharing bowl give-away was overwhelming and we’re expecting an even greater response this year. ” The promotion provides a great added incentive for consumers to purchase McCain

Wedges during the key summer BBC period and throughout the rest of the year as consumers look to put the bowls to good use. The on-pack code mechanic will also ensure incremental sales and repeat purchase as consumers look to take advantage of a high value offer by purchasing multiple packs. The popular McCain Wedges range includes Lightly Spiced, Sea Salt and Black Pepper, and Mexican flavors as well as limited edition McCain Caribbean Wedges which launched earlier this year to capitalism on strong consumer demand for Caribbean flavors.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Blackberry balances end users and corporate needs to keep your business boning. Listed on www. Blackberry. Com, “We believe that Innovation and collaboration will foster sustainable growth for our business. ” This paper will explain why Blackberry is declining in appeal to consumers. The paper will also have some recommendations for Blackberry to take to address the products declining appeal to consumers. Blackberry current Target Market Demographics Blackberry current target market is mainly for business users. Redefining target market Is another step towards Increasing revenues.

RIM (Research In motion) Is established as a world leader In cell phone devices. Blackberry has high-speed communique abilities appealing to those related to business world, which is subjugated by e-mails. The demographics of the present Blackberry target market is towards middle to upper class buyers age from 30 to 55 in the managerial and business segments. The demographics also show that Blackberry leans more toward males. Blackberry has features that most business professionals need in order to work effectively. Blackberry was not intended for teenagers or young adults. 9-year- old Frederick Gresham of Lithuania, GA stated, “Yes, I owned a Blackberry Curve and It as a great device because It had office functions to edit papers for work. ” 36-year- old Shares Carter of Confers, GA stated, miles I owned a Blackberry for six years, I like the keyboard and the way that email and text messages were set up. Blackberry gave you the option to have your email and messages on the same page. She would go back to Blackberry If they make a few changes with their product. ” (Gardner, 2009) (Gresham, 201 3) (Carter. 013) The reason I believe Blackberry is declining in Popularity Today In the world, It Is all about the social trending and technology. Blackberry lacks In many different areas. People are mainly buying Apple devices and Samsung devices. People are following the social trend. After doing a survey 18 people out of 20 people said, they would use an phone rather than a Blackberry. When Apple I OFF Samsung are great at advertising their product. Social Media is also a very important factor when it comes to consumer products. The Blackberry is also declining in popularity because the target market is mainly business professionals.

The functions and features on the Blackberry attracts older consumers rather than mid age or monger consumers. An ethnic market is a group of consumers that share a common cultural background. In this case, an ethic market for the Blackberry is for the Business field and the consumers who purchase the Blackberry are doing it for business purposes. In today’s society, the economy is doing a little better but Blackberry could have reasons for them not really being able to compete with their competitors. For example, Apple and Samsung have been coming out with new devices back to back. Apple and Samsung are two of the top competitors currently.

Blackberry is not being competitive at all. Blackberry should be coming out with more devices more often. Blackberry is not up to date on the technology. Blackberry competitors are on top of technology as well as continuing to provide more and more features. 39-year-old Delved Jones of Lithuania, GA stated, “Blackberry has never been appealing to me and I’m not a fan. The buttons and the screen on the device is too small. ” 41 -year-old Tanana Raglans of Lithuania, GA stated, “Never had a blackberry because she didn’t like how it looks and that the screen is too small, more attracted to touch screens. Cones D. , 2013) (Raglans, 2013) Recommendations for Blackberry Three recommendations for possible action marketers of Blackberry can take to address the product’s declining appeal to consumers. The first recommendation is to change the appearance of the device. Catch the eye of current consumers and possible consumers. Blackberry should design more devices with a touch screen, bigger display, a front, and back camera, and create a range of different color devices. 14-year-old Kenosha Jones of Lithuania, GA stated, “Blackberry should change their device up and catch up with technology.

If they designed a cool looking device I loud buy it. ” The second recommendation is to have competitive prices. Blackberry should have a lower price than competitors. Blackberry devices will attract more consumers once they design more devices and have lower prices. 36-year-old Shares Carter of Confers, GA stated, “Once Blackberry designs a new device they should lower their price so that they will have a better chance of selling it and attracting future consumers. ” The third recommendation is to advertise their product more. Blackberry should use social media sites more for example, Backbone, and twitter.

Blackberry should also get involved with the community and have events to advertise their product. With the recommendations provided Blackberry could become appealing to consumers. Cones K. , 2013) (Carter, 2013) The Best Foreign Country in which to Market Blackberry The foreign country that I choose is the Philippines. The capital of the Philippines is Manila. Manila’s population is 11. 449 million. The Philippines is located in Southeast Asia, Archipelago between the Philippine Sea and the South China Sea. The Philippines total area is 300,000 Sq. Km.

The total population for the Philippines babbled other. The reason I chose the Philippines is that they have a good population rate. In addition, the Philippines age rate is as follows: 15-24 years old-19. 1 percent, 25-54 years old-36. 8 percent, and 55-64 years old-5. 7 percent. The Philippines has an electronics assembly as well as import and export of electronic devices. There are 94. 19 million mobile cellular devices in the Philippines. The Philippines would be the best foreign country to market the Blackberry in because we could have cheap laborers as well as market the Blackberry at a lower price.

Lowering the price of the Blackberry would attract current and new consumers. The plan is to produce a line of better blackberry products for the age group between 15-64 years of age. I know that with a good marketing strategy and the recommendations provided Blackberry could become a success and make a HUGE profit. (Affairs, 2007) Product Segmentation and Positioning Ideas The product segmentation that Blackberry will have is the Demographic Segmentation. Demographic Segmentation is segmenting markets by age, gender, income, ethnic background, and family life cycle.

The reason that Blackberry needs to focus on anemographic segmentation is that they need to produce products for a range of different ages. Blackberry devices are for men and women. The idea is to create a new line of devices for Blackberry in a range of different colors as well as a new appearance. The new line for Blackberry will have a bigger display screen, touch capabilities, and better features. Not only will Blackberry catch the eye of consumers by appearance but also by price. Blackberry target consumers will change with the new product ideas. Blackberry new target consumers are teenagers, adults, and equines professionals.