Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Market offerings (products) Goods tangible. Ex: pen, cars, clothes Services -> non-tangible. Ex: education, travel, barber shop Information knowledge Experience (ex: relaxation) * Marketing products nowadays usually a combination of good and services * To market products (promoting), focus on the benefits that the products provide. * produce products that get rid of customer’s tension the best Customer value and satisfaction Customer value: Differences between the benefits of owning a product and the cost of obtaining it.

Perceived value: One product doesn’t satisfy everybody. People don’t see products the same way Customer delivered value = total customer benefit – total customer cost Satisfaction: It is the extent to which a product’s perceived performance matches a buyer’s expectations. It Is when your needs are satisfied. Humans have unlimited wants. Exchange & relationships Exchange: The act of obtaining a desired object from someone by offering something in return. It involves interaction between buyer and sellers. It requires communication.

Make it as easy as possible for our customers to buy our products. Intermediaries: specialist that help the company deliver the product to the consumer Supply chain management (logistics): the process to supply the customers There are several conditions that are needed to be satisfied. There must be at least 2 parties, each must have something valuable to others, communicate, freedom to accept and reject and desire to deal with other party. Markets Set of all actual and potential buyers off product. It Is where buyer and seller interacts and exchange.

Potential buyers: People that will buy your products repeatedly. Actual market or size: People who exhibit the needs, have resources for exchange and willing for an exchange. Marketing By Equilibration’s Services -> non-tangible. Ex: education, travel, barber shop Information -> knowledge of obtaining it. Perceived value: One product doesn’t satisfy everybody. People don’t performance matches a buyer’s expectations. It is when your needs are satisfied. Set of all actual and potential buyers of a product.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Thunderbird is sought out by individuals and companies worldwide. Thunderbird was also the first business school to adopt an official Professional Oath of Honor. Thunderbird Offerings 1. Traditional MBA 2. Accelerated MBA 3. Master’s Program 4. Executive MBA Wall Street Journo Challenges 1 _ To Improve the effectiveness of display/ sponsored ads placement 2. To Increase traffic to the program pace by 25% 3. To improve conversion ratio by 30%

Potential solution – To improve the effectiveness of display ads placement example – executive MBA should be advertised on web page of top notch corporate site, social media like linked in. Placement of advertisement should be accurate. To increase traffic to the program pace by 25% We could use the pop up to increase the traffic. It may be for short term perspective but it will help to increase the traffic. By using for short term we could maintain the effectiveness of this tool as well as use other Google app to increase the traffic

On basis of data gather from Google analytics, we could easily pattern and use strategy for increase traffic To improve conversion ratio by Conversion ration could be improved by the whole process need to be improved to improve conversion ratio. There should be a fast response for the lead generated for short out their quarries. IQ) The product hierarchy level model for Thunderbird would be? Q) Brand Value chain model of thunderbird? Value Stage: Marketing program investment Investment in online to attract student.

Recruit students which are suitable Interactive website Top ranking worldwide colleges Reputation of college. Good quality to education Market Performance Offers of thunderbird are expensive as compare to their competitor But offers are very useful as well as Shareholder value: N. A Q ) The lead generation to Admission process of thunderbird. Online media buying: Here Thunderbird uses several commercial media channel and candidate with help of SEE, social media, web banner, pop up.

Lead are collected for database and second step is lead qualification Traditional way: through telephone word of mouth, referrals, alumni post experience about thunderbird. Interaction with Agency: tie up with external media agency and get the database and try to contact that particular candidates by the way of traditional way and get him/ her prospects. Q) Key performance indicator These are the metric employed to evaluate the performance of organization.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

The individual is able to set off the alarm a maximum of three times before his membership is terminated and he is forced out of the gym. While his gym offers low rates, free pizza one night a week to all gym members and all the candy you can eat 2417 It’s a gym that is designed to sabotage the Individual’s health and their chances of Improving their dally lives while feeding their bad habits. We as a group feel that this marketing commercial is not effective.

Since Planet Fitness is a gym that prides themselves on the slogan ‘Judgment Free Zone’ it contradicts what the gym stands for, which is not intimidation or Judgment. The link alarm brings attention to the individual causing them to feel embarrassment, immolation and room for them to be Judge. Commercials that Planet Fitness use for their marketing seems to reinforce the stereotypes that people have on bodybuilders as being unintelligent “Muscle Heads” for example, not being able to tie their shoes or do nothing else except lifting weights.

The commercials make it seem like advanced athletes are not welcomed to the facility and should an athlete happen to be a member of the facility they may feel discouraged from doing a more advanced routine such as FIT training. Basically Planet Fitness is a “Fortress” built to house people who are insecure about their figure and look and people who are threatened by a more fit and active Individual hence why all there commercials convey the Idea that “It’s k to be fat and not fit, fit and athletic people are the enemy. In terms of Marketing Planet Fitness has done well building a reputation as the worst gym for any serious or committed fitness individual to attend and become well known for their ridiculous link alarm and borderline imbecilic perception of fitness which in the end we as a group feel to be an insult to every fitness professional and personal earners. The gym or at the beginner level in fitness. As we were doing research on Planet geared towards cardiac fitness.

A feature that they have in there gym’s is ‘The Link Alarm’ This is where if an individual while working out grunts or makes any loud noise such as dropping the weights an air raid siren -style alarm will go off along candy you can eat 2417 it’s a gym that is designed to sabotage the individual’s health and their chances of improving their daily lives while feeding their bad habits.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

More regulations in the industry are expected in order to meet the high demand for quality and safety in society. . Industry Domain . Macro-Level of Industry Domain 0 The Porter’s Five Forces Analysis that determine Industry Attractiveness 1 . Threat of entry- Threat of entry remains comparatively low, despite the incursion of Traditional Chinese herbal markets and biotechnology firms. Starting a Herbal Tea firm is not nearly as simple as say, starting a restaurant.

Researches and setting up of manufacturing plant is required to keep up with the qualities and many special herbal tea cooking know are in trade secret within the industry. 2. Supplier Power – Healthiness is using a Closed Loop Supply Chain where they get the raw material directly from the farmers, and supply is stable and sustainable, therefore the supplier power is relatively low. . Buyer Power – Hong Kong people is towards health and nutrition. Consumers are increasingly eager to spend more so as to stay healthy. The buyer power is high. 4.

Threat of substitutes – As people are always looking for more convenient packaging, sometimes they might trade off for the freshness of healthy drinks. There are some substitutes coming up in the market, like Sense Cools (HZ’S), where consumers could drink right away simply by adding water. However, normally these substitutes only serve one function- mainly cooling of inner body heat. Therefore, the threat of substitutes is normal. 5. Competitive rivalry – Healthiness had direct competitors as like Hung Book Tong and the Workshop’s. The competitive rivalry is quite high..

Micro Level of Industry Domain ; Sustainable Advantage 0 According to Canticles, the health drinks market has seen double-digit growth in recent years, with sales up 14 per cent in the first 10 months of this year compared with the same period last year. . Team Domain . The mission, personal aspirations and risk propensity of entrepreneurs 0 Mission Ms. Jenny Eng, the Founder and CEO of Healthiness, is certain about her mission: “Blessing for a healthy world! She keens on building a company with modernizing ETC into daily lifestyle that easy and convenience to approach.

Her clear sense of purpose helped her focus her energies. 0 Personal aspirations The founder of Healthiness – Jenny Eng has a strong vision and meaningful story of the company start up 25 years ago, which lead her become the personal aspiration and role model in ethical leadership of the company. 0 Risk propensity The founder is willing repeatedly take risks to achieve her goal, the obvious ones include money. Indeed, Healthiness is a SEEM size company with limited shareholders involved in the business..

Ability to execute on Critical Success Factors 0 Product Leadership o Creativity, to recognize and embrace ideas that may originate outside the company, such as Waning Juice Product and Steamed Pork Dumplings with Discloser opposite and Wolverines. O Optimize business processes for speed, in order to bring these creative ideas to market quickly. Such as selling product that have minimum amount of packaging and sell of healthy food and not Junk food. O Effective, efficient and fair trade value-chain and mutually beneficial relationship, from suppliers need liability, quality and on-time delivery at an affordable price..

Connectedness up, down, across value chain ; Healthiness follow the closed loop value chain model which means from sourcing ingredients, manufacturing the products, marketing the products and selling it through it owns retail networks in MET stations. Section analyze brand differentiation and positioning . Market Segmentation Based on the market opportunities analyzed in earlier section, below are the market segmentation that we would suggest Healthiness to follow: 0 Age : 16-60 We would suggest Healthiness to target mass so as to acquire the current market hat are occupied by sugar-dominant soft drinks in long run.

According to the 2011 Population Census, people aged 16- 60 has already taken up around 69. 3% of total Hong Kong population. 0 Gender: 70% Female 30% Male Female in general pays more attention in healthiness than male. They are more actively in seeking new products in maintaining their body health. Nevertheless, female is more dominant in selecting in daily consumption items, including food and drinks. Therefore, acquiring the female market could also create an influence to the more effort in targeting the female’s market. Income and Education: Middle and Upper income with secondary education These consumers are more willing to spend more to have better quality of food and drinks. Their education level would also affect their belief in drinking healthy drinks to enhance their body balance. 0 Occupation: Office workers, busy urbanites, housewives Consumers with these occupations are generally more health conscious while they have busy lifestyle that they have to seek for quick and convenient way to maintain their body health.

For housewives, although they could prepare healthy drinks at home, they have big control on family daily consumption. The product line should also put housewives into part of their target so as to acquire more market share. Consumers tend to compare products with close alternatives in the market. Therefore, the differentiation, an important factor that distinguishes one item from another gets the consumers’ attention. A meaningful differentiation could provide a brand with a meaning that is likely to affect the consumers’ brand choice.

In this section, we would compare Healthiness with its close competitors so as to bring out its brand differentiation and find out its attractiveness to the consumers. Healthiness Hung Book Tong Hoi Tin Tong Variety of goods Approximately 55 products Including fresh healthy drinks, healthy herbal tea, soups, sweet soups, herbal Jellies, packed snacks (fair trade products from other parties) Approximately 100 products Including herbal Jellies, healthy herbal tea, soups, preservative-free healthy drinks, snacks, rice and noodles.

Approximately 30 products Including herbal Jellies, herbal tea, and some organic products. Price Ranging from $16- $50 Ranging from $10- $50 Ranging from $16- $100 Convenience 22 stores Mostly located near MET exits 85 stores Located in three main areas- MET exits, housing estates and financial centre 85 tortes Mainly located in housing estates Environment High end and polished simple design with back-to-nature style Like convenience store. Dine in.

More traditional design like old herbal tea shops. Availability of information Have educational booklet on Chinese Medicine available in-store, relatively poor design online for websites and social media All information are put online that consumers can browse for details. All information are put online that consumers can browse for details. Ingredients (appendix II) Genuine ingredients and the top in the market as proven by different researches

Ingredients that normally rank second in the market however the proportion is Just half of Healthiness Rank lowest among the three with less than one third of genuine ingredients compared with Healthiness University Market Research Recognition (appendix Ill) Ranked No 1 on Chinese University of HIKE, Master of Marketing Department Master Program Consumer Survey Report based on 2011, stated that over 36% interviewees chose Healthiness as their No. L “Ideal Health Beverage,” and over 14% interviewees chose Healthiness as their “Ideal Herbal Tea” brand. Ranked form the report that only 30% interviewees chose Healthiness as their No. Ideal Health Beverage,” and only 10% interviewees chose Healthiness as their “Ideal Herbal Tea” brand Data not available Formulation Strong R and keep the food menu always up-to-date. Some formulation are only available in Healthiness due to the source of ingredients Seasonal products will be provided Traditional store however proven not to be as effective as its competitors Place of Production Hong Kong China Staff Training Provide not only soft skills training to staff, Chinese medicine training are also included Very systematic training provided to staff on soft skills and Chinese medicine N/A

Consultation Free Chinese doctor consultation in Central store Customers loyalty Program Selling of seasonal tickets with no membership scheme Very well established customers loyalty program named Homemade Club Selling of seasonal tickets with no membership scheme No food additives and preservative free.

Drinks and Jellies are fresh on shelf with Just 7-day shelf life Some products are preservative free Promotion Only in-store promotion Very active promotion, line up TV shows, sponsor different activities and co-brand with different artists Very famous spokesperson representing the brand and promote n TV ad With an online survey conducted in August 2013, the 50 interviewees reverted that they would focus on the attributes, named ingredients, effectiveness, price, convenience and availability of information while buying these healthy drinks/ products.

Based on these 5 attributes, the below value curves have been illustrated for these 3 brands: High Fig 1 . Value Curves for Healthiness, Hung Book tong and Hoi Tin Tong Low With the value curves above, Healthiness have its value in ingredients and effectiveness where these 2 attributes correspond closely to each other. With Healthiness strong research and development, they could strengthen and enhance their effectiveness of products compared with its competitors.

Trading off the convenience, Healthiness indeed shows higher dedication of the products they produced. Given that these products are selling at similar prices, consumers tend to choose food/drink with higher quality in terms of genuine ingredients and effectiveness which are proven by different professional bodies. For availability of information, Healthiness can learn from its counterparts by spending more efforts by putting its existing offline publications online and promote through different Hansel that we would illustrate more in recommendations part.

To conclude, Healthiness should brand itself with the below highlighted differences with its competitors so consumers could tell the meaningful differences: ; Genuine ingredients from stable and direct source from farmers to ensure food quality and safety ; Strong research and development that always ready to develop effective and new formulations that fits consumer’s needs ; Healthiness provides free in-store medical consultation that consumers could maximize the effectiveness of the healthy drinks/food ; Through the improvements of information transparency, consumers old learn more about Chinese medicine through the Healthiness platform both online and offline. Healthiness could eventually brand itself as the Chinese medicine education most available and reliable source. Healthiness UP Marketing Strategy and Program Healthiness has focused on providing convenience goods as like Chinese Health Drinks and the finest quality to customers. With the growing product range, HOW offer more than 150 products under the HOW brand name, as well as over 1,000 different types of Chinese herbs in manufacture. HOW products cater to the lifestyle and health care needs of all ages.

They draw on traditional knowledge and translate it into innovative products to meet consumers’ changing lifestyles and based for different needs, providing them with health products. The role of the HOW marketing function to meet the needs of its customers, HOW seeks a distinctive marketing mix. Their marketing mix for Health Drink is based around. This is often referred to as the APS. It involves focusing on: 0 Product – the product (or service) that the customer obtains 0 Price – how much the customer pays for the product 0 Place – how the product is distributed to the customer Promotion – how the customer is found and persuaded to buy the product Section 3. 1 .

IA Distinctive Product 0 Chinese Medicinal Natural Nourishing Many people find benefits of Health Drinks when they are trying to lose weight. There are health drinks that can help to curb the body appetite and help the body to not retain water. Such as Healthiness’ Hawthorn Tea with Rose find that to dramatically to help people who are trying to lose weight. This is a healthy alternative to other diets. There are many other diet regimens that can cause damage to the body, but health drinks as a part of a person’ every day intake of fluid ill help to maintain a slim body. 0 Fresh Other benefits of Healthiness Health Drinks can be the medicinal effect on the body organs.

Organic Black Soya Milk, for instance, can help the body to remove damaging toxins that accumulate in the kidney. Drinking Organic Black Soya Milk regularly can aid the body in repairing the kidney as well as assisting this organ with waste and toxin removal. 0 No additive and Preservative The benefits of HOW Health Drinks has ingredient with no additive and preservative can help to rid the body of damaging toxins that create poor health. It helps the body to get rid of free radicals. It is easy to obtain as it sold in a variety of places – including retail outlets and food and drink establishments Section 3. 1. Knew Product Description The new product named it contains 4 kinds of fiber collect from different kind of vegetable and fruits.

The functions of is the improve spleen system and reduce the absorbency after eating. It is a healthy keep fit drink, and people can drink it every day. The R department had considered that most people afraid of the bitter taste of health drinks, therefore they had regulated the asset into a lemon taste and more tastes are coming after. Healthiness works under a family branding strategy. HOW that use family branding ensures highly consistent quality standards for each product. They use of one brand name and the recognizable the logo make it easy for customers to find and identify the HOW products. Within the family brand, HOW markets for Chinese medicine, health soup and beverages items.

The family branding HOW uses helps the company’s management control costs by saving on new logo and brand name development costs. Healthiness of food package rely on plastic bottle of mall of environmentally insensitive materials to packaging their products for reasons that range from protection, freshness and containment to serving size, marketing considerations and compliance with government regulations. Section 3. 1. Eservices Decisions and Warranties Customer-oriented Food Service retail shop The kind of health drinks that Healthiness offer are generic health drinks and they will provide a heating food service, promptly inquiries handling and fast ordering process. The Health Works sold their products at different areas are different.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Subway operates in the Quick Service Restaurant (USSR) market which includes all “fast food”, Including franchised brands and Independent businesses. The Subway marketing orientation has made significant changes, in the earlier days the ‘SUBWAY brand had little impact or meaning. It had an American centric feel, very little was known about the products a Subway store sold and confusion with the underground railway stations was evident in earlier amateurish surveys.

The focus was that of a Selling Orientation, since consumers had little education about the product, therefore squiring a heavy selling approach to persuade purchase In recent times, the market education process has matured and the brand is now synonymous with a healthy fast food option. This continues to be evident in much more advanced market research conducted by external companies. The orientation has now shifted to a predominantly Market Orientation.

This is evident by the large investment in market research such as focus groups, customer feedback, franchisee feedback and a new Initiative titled ‘Mission Impossible’ whereby the in store customer experience Is broken down into 5 zones and each is analyses from the customers eyes. This last initiative has been the most successful in terms of driving the market orientation and has subsequently lead to Improved results from feedback forms and surveys. Issue 2 Company – Subway operates on a model that offers value for money and good quality products confirmed by 40% of surveyed fast food customers. Sprout Research, 2013). On the basis of price Subway and McDonald’s are considered to offer the most competitive prices amongst fast food franchises (Sprout Research, 2013). The focus of Subway is to maintain its competitive advantage,that is, eating healthy and fresh food t affordable prices. Strengths unique fast food market position-“Heath’. Strong brand association Strong corporate partnerships such as. Independent Purchasing Company (PICA). Fresh products including vegetables, bread baking and made to order operations.

Weaknesses Delayed Internal communication strategies between franchiser and Marketing. US maintain ultimate control of new product development. Marketing decisions are made by Franchisees not necessarily qualified or experienced In the field. Opportunities Expand marketing strategy to incorporate other day parts egg: Breakfast Expand menu ND product offering to maximize equipment use inshore. Development of digital Threats Changing consumer habits particularly influenced by TV shows such as Mismatches.

Technological advances in communication mediums such as Internet TV, Catch-up TV, Foxhole GO etc. Customers – The Subway customer was born as a result of the heavy media focus on health and fitness over the last 15-20 years. Coupled with longer working hours errs/ week more than in 1997) and less time spent eating, a healthy fast food option was an ideal solution (ABS, 2008). Subway operates predominantly in a BBC market and he typical customer will visit a store 1-2 times/week. Recent research has shown that the average dollar spent by a USSR customer on an occasion is $15. 0 whereas the average Subway customer spend on an occasion is $9. 80, with 41% stating price has become more important in July 2013 compared with March 2013 and October 2012 (Sprout Research, Gauge. 2013). This an important implication that highlights the consumer’s price elasticity when it comes to not only Subway, but the USSR market as a whole. In a recent IBIS Shrapnel report titled ‘Fast Food in Australia’, it was found 56% of the fast food market were women. Contrary to earlier results where males were predominantly the fast food customer.

Furthermore, 35% were in the higher income bracket which bucks the prior belief that fast food is for the working class’. This will have implications when market segmentation is discussed, and confirms the notion of continually reevaluating and redefining the customer and market segments (Hanoverian and Mere, 2006). Collaborators – A visible strength of Subway is the creation of the PICA, a purchasing company entirely owned by individual franchisee. The PICA negotiates farm to door’ contracts with most appliers which includes hedging and futures on commodities such as sugar, flour etc.

This ensures price stability for franchisees and ultimately food cost control to service a price elastic consumer. The PICA are an integral partner in the Subway system, ensuring not only price control but ‘Gold Standard’ quality of produce. This gold standard is the essence of franchising, maintaining the same level of quality worldwide in each and every store. In recent times the PICA has further expanded to implement programs such as Quality Net which ensures that all supply chain ratters are held accountable for delays and errors that may have a direct impact on franchisee profitability.

Franchisees are an integral part of the company, not only do they have a vested financial interest but they are the difference between an average and a great internal marketing campaign. The franchisees will have a predisposition to supporting the brands marketing strategy since they voluntarily committed financially to the business. It’s the franchisees ability to communicate to their individual staff members the companies direction, values, strategies etc, in order to achieve an effective marketing strategy.

The staff at store level are responsible for what Delano 2010, referenced from the McKinney Quarterly as the “consumer decision Journey’ (CDC). At Subway the CDC was inadvertently defined in the ‘Mission Impossible’ initiative described earlier. The touch points Delano refers to, have been defined by Subway market research to be at store level and therefore at the ‘Evaluate’ stage in the CDC. In the fast food market, the consumers buying decisions consumers highlighted were external store appearance, internal cleanliness, staff appearance, product quality, uncomplicated menus and final product delivery.

These elements were described by consumers to portray a discrepancy between media product images and the actual inshore experience (Sprout Research, 2010). This was addressed utilizing the ‘Mission Impossible’ initiate and subsequent results have shown improved metrics such as Value’, ‘brand consideration’ and ‘likely to purchase’ to name a few. Competitors – The USSR industry is extremely competitive and in recent times the non franchised independent operators have taken a significant market share. This was predominantly due to the rise in popularity in Thai food and now Mexican food.

The recent study has shown that in March 2013 34% of diners visited an independent compared with 13% visiting a Subway store and 20% visiting a McDonald’s store (Sprout Research, 2013). The threat of new entrants in a competitive market is relatively high according to Porters 5 forces (MM, handout unit 1, 2013). Although for large companies significant barriers include capital outlay, gaining market share and availability of franchisees. These barriers reduce the threat from new entrants but do not totally remove it. Conventionally, it was thought that the main competitors to Subway were McDonald’s, KEF, Porto, Hungry Jacks and

Domino’s Pizza. As can be seen above, the independents had the largest market share in March 2013, although this has declined to 29% in July 2013. The direct threat from independents emphasizes the need for Subway to continue researching their customers needs and deliver on the antidemocratic traits such as values, tastes and purchasing behavior (Hanoverian and Mere, 2006). Subway is strategically placed in an advantageous position when it comes to its competitors, given the ‘Health” halo held by the brand. In the past McDonald’s and others attempted to enter the health space and anecdotal evidence shows this was a failure.

Clearly evident by the withdrawal of the McDonald’s healthy choices menu within 12 months of launching. Context – The recent SGF was a classic example of the Economic environment affecting marketing strategy. It is a well known fact that in tougher economic climates consumers trade down from restaurants to fast food. This is now followed by a tighten of consumer budgets and a net decrease of 41% in visits to fast food outlets in 2012 (IBIS Shrapnel, 2013). This further reinforces the need to have a dynamic marketing strategy. Subway did this by implementing a digital strategy with a heavy focus on Social Media (SMS).

The results arena trending positively but the strategy has slowed the decline quite significantly. The focus on sodium Loveland saturated fat and has been front and centre in the Political environment. The slow and arduous communication process between the Subway product development team and marketing team is a significant weakness needing to be addressed.. The need to develop products that do not flag high levels of sodium or saturated fats yet meet consumer taste needs becomes a challenging marketing task. For example high levels of sodium in a production be perceived as a contradiction for a “Healthy’

Subway image, given the viral effects of SMS this could potentially be disastrous. An integrated approach between the marketing team and the franchiser would be beneficial in ensuring product development and the communication strategies effectively address these political issues. Subway has not managed to overcome pork products for heavily populated Muslim and Jewish areas, such that careful consideration to promotional activity in order not to disadvantage franchisees in these areas. As the digital strategy develops there may be ways to communicate different strategies by suburb rather than by region or state.

At this stage technological advances would have insignificant impact on the marketing strategy for Subway. Issue 3 Initially Subway was performing dados market research with no regard for bias, accuracy or control. A turning point was when the market research was outsourced and the orientation moved from selling to a market orientation. The current research structure includes a ‘State of Play study conducted biannually to establish a tracking device on key metrics of the Australian fast food market. These metrics include top of mind (TOP), brand consideration, fast food visitation frequency, brand loyalty and ore brand metrics.

The ‘State of Play study is conducted online with a randomly selected sample size of 1251. State of Play studies are benchmark against the previous and current market weighting scores are collected for analysis and strategic purposes. The data is collected and presented to the marketing team both in graphical and statistical formats along a narrative of the key findings. The marketing will commence a series of indents analysis with state marketing representatives before a roads is utilities as a key internal marketing tool to gain franchisee buy n.

A more regular market research tool (Brand DIP) is commissioned following each promotional window (usually every 6 weeks) to analyses and gain insight into customers perceptions on promotional communications, advertising and creative. These studies are undertaken on a national and state level. A random sample size of 600 is utilities for this study and data is presented graphically with a key point narrative and presented to each state representative board. These Brand Dip studies are used by the state boards to disseminate the effectiveness of current marketing traceries as well as altering or manipulating upcoming promotional windows.

This is an example of a dynamic marketing strategy, whereby promotional windows are planned and locked in Upton 12 months ahead but new market research is implemented as required. A Sensory testing study is commissioned several times are year to evaluate new ‘Limited Time Offers’ for the Australian Market. The taste testing is conducted in person amongst a sample size of 200 representing the companies market segmentation. This study is conducted by independent researchers under the guidance of Subway representatives purely for the operational aspect, the Subway representatives have no contact or influence on participants.

Initially the concept statements are rated in terms of liking and intention to purchase. Respondents are then required to taste each concept individually and rate the products on number of different indicators. These indicators include but are no delimited to taste, value, health etc. Further to these studies, Subway outsource its media buyers and from this source reports on competitor media spend, radio survey reports, digital page impressions, digital data trends and backbone and twitter competitor activity is reported both at a national and state level.

This source of this data is from Nielsen and Nielsen online tomato spends are approximations, but a significant tool for direct comparison of Subway media spend against its competitors. PICA. These reports give the marketing time a realities look at stock levels and an indication of ordering patterns from a national level down a local supply chain distribution warehouse. The implications of these reports allow the marketing strategy to be manipulated in real time including changing communication strategies, changing media strategies and mediums and at the extreme withdrawing campaigns.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Promotional Goals: The promotional goal of the prototype from Levis Strauss is to bring the same long-lasting comfortable quality to larger women of size. This can be accomplished by using the AID concept, an acronym which stands for attention, interest, desire, and action (Lamb et al. , 2012). Levis will use the AID concept via advertising, personal selling, and sales promotion. Personal selling of the prototype will occur through demonstrations set up In different retail partner locations that will grant the consumers to see first-hand If this will be the best product for them.

Consumers will be able to fit into a pair of jeans and then if they like them, they can be one of the first to purchase the prototype. The prototype will also be gifted to certain plus sized celebrities that will be able to reach a certain group of women through various entertainment channels such as printed magazines, television shows, television interviews, etc. Factors Affecting the Promotion Mix: There are several factors that may impact the promotion strategy for the prototype from Levis Strauss. These factors include the product lifestyle, target market characteristics, and the pull strategy.

Product Lifestyle. Levis Strauss has experience In their products lifestyles and with the lad of the promotion strategy the prototype Is expected to remain on a steady “Promotion strategy in the introductory stage focuses on developing product awareness and informing consumers about the product category’s potential benefits. (p. 182) The prototype awareness will use social media, fashion events, and celebrity influence to target consumers. Immediately following the introductory stage Levis Strauss will advance to the growth stage, and lastly the maturity stage.

Target Market Characteristics. Our inventive marketing team have generated innovative concepts for the launch of the new prototype from Levis Strauss. The marketing team have developed a superior promotional mix comprised of print advertising and social media. With these two promotional tools the team have constructed introductory sales that will draw loyal consumers of the brand as well as the new consumer. Push or Pull strategy. Levis’ marketing team will utilize the pull strategy which according to Lamb et at. , 2012 “stimulates consumer demand to obtain product distribution”. (p. 62) This means that the prototype will be advertised to directly to the end consumer rather than advertising to wholesalers. How this timeline works is as follows, “As consumers begin demanding the product, the retailer orders the merchandise from the wholesaler. The wholesaler, confronted with the rising demand, then places an order for the “pulled” merchandise from the manufacturer. ” (Lamb et al. , 2012, p. 262). Integrated Marketing Communications: Levis Strauss will utilize integrated marketing communications (MIMIC) based on its slogan “Upside your meal and still fit your skinny jeans”.

As stated by Lamb et at. , (2012), an integrated marketing communication constructs “careful coordination of all promotional messages- traditional advertising, erect marketing, interactive, public relations, sales promotion, personal selling, event marketing, and other communications. ” (p. 263). Each element of the marketing mix will highlight precisely how comfortable the new prototype is and how advantageous it will be for the curvier woman to become loyal to the Levis Strauss brand.

Advertising: Advertising is vital to the new prototype from Levis Strauss. The advertising strategies adopted will reinforce the Levis Strauss brand and also bring an awareness to prospective consumers who have been waiting for a comfortable jean such as this. Through promotion with the extensive marketing mix Lamb et al. , 2012 states that “One of the primary benefits of advertising is its ability to communicate to a large number of people at one time. ” (p. 250) According to Lamb et al. (2012), advertising affects consumers’ daily lives, influencing their attitudes and beliefs which eventually influence their purchasing decisions (p. 266). Levis Strauss will validate and reveal the significance of the new prototype through traditional media as well as the use of the internet and social media sites. Public Relations: According to Lamb et al. , (2012), public relations is the marketing public may be interested in, and executes a program of action to earn public understanding and acceptance. (p. 50) Through meticulously planned fashion shows, social media, and celebrity advertising the prototype will be able to appeal to the public that this is the top of the line Jean for the curvy or larger woman. Sales Promotion: Levis Strauss will utilize short term incentives to attract end consumers to purchase the new prototype. According to Lamb et al. , (2012), “Immediate purchase is the goal of sales promotion, regardless of the form it takes. ” (p. 284. ) The marketing team will develop exclusive sales promotions through assign events, contests, and coupons to build instantaneous attraction in this product.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Price: is related to discount, payment period, credit terms, allowances… Place: Is related to distribution channel, coverage, location, transport. Promotion: advertising, sale promotion, public relation, direct marketing, sales force… Next, we will use ups to analysis two stores: Sketchers (World Famous) (Figure: Checkers at Volcano Center A In HCI) A billion-dollar global leader in the lifestyle footwear industry and a high- performance footwear brand, CHECKERS USA, Inc. Designs, develops and markets a diverse range of fitness and casual footwear for trend-savvy men, women and hillier.

CHECKERS meets the needs of male and female consumers across every age and demographic. CHECKERS also has an extensive network of global distributors that sell its product in over 120 countries and territories, and nearly 900 CHECKERS stores around the world. (Source: http://sex. Com/) Analysis ups at Checkers Products: Store sells shoes, sneakers, high heels, sandals and flippers. Because this is a famous brand In the world, so their products have high quality. There are many sizes for everybody such as S, M, L Design: their products are designed by their own ideas. OFF This make customer feel younger and self-motivated.

With high heels: products forward to femininity styles with many colors. The segmentation in these products are women over 20 years old. Price: The price is fluctuate from 1 million VEND to three millions VEND. Customer can pay by credit card. Place: The store located that customer can easy to find (B 19+ 20 at Vinson Center) Promotion: In this time, the store doesn’t have any promotion program. Bat Figure: Bat Store at Vinson A in HCI Bat has been in the shoe-making industry for over 120 years now, proudly signing, manufacturing and retailing stylish shoes that serve a multitude of purposes.

Today’s shoes are asked to work harder than ever and they must do so while looking fashionable, feeling comfortable, and supporting a variety of activities. For more than 120 years now, the Bat brand has offered the best shoe at the best price. Besides that, they also sell bags for both men and women. (Source: http:// wombat. Com/world-of-shoes/) Analysis ups at Bat Product: Selling many kinds of products such as high heels, sandals for children, shoes for men, bags for women and men, belts, slippers for men.

One of the main objectives of Bat brand has offered the best product for best price so customers can believe in Bat’s products. Design: the product are designed following to elegant styles, color is neuter. Men’s products: the main colors are black and brown. There are many sizes for everybody such as S, M, L Price: Shoes for women: from one million to three millions VEND Shoes for men: from two million to four millions VEND Bag for women: from three millions to ten millions VEND Bag for men: from two millions to five millions VEND Customers can pay by credit card.

We can see that Bat’s products have a clearly price differences for men and women. Store didn’t locate at center of floor B, so customers are difficult to find. The store locate at Bal 21 + 22 in Vinson Center. Promotion: Store is having a promotion program: For men’s products: sale 50% For women’s products: when buy products, customer can receive promotion gift is Bat’s umbrella. This is good way to introduce customers Bat’s umbrella – new product of Bat. Comparing two shops: Based on the data above, we can realize that both two shops sell main product is shoes.

Therefore, Sketchers and Bat are each other’s competitors. However, the Sketcher’s products focus on self-motivated with many colors. On the other hand, Bat’s products focus on designed products that are elegant style, color is neuter. It means that the target of two shops are different. Both Sketchers brand and Bat brand are famous in the world so their products have high quality, customer can believe and use it. Besides that, Bat’s shop also sell bad for men and women, belt… These product can make shop attract another customer who care about bag and belt. Therefore, they can gain more profit.

The price of two shops have a differences. Sketcher’s shoes fluctuate from 1 million VEND to three millions VEND. This price seem to be acceptable with customer in Vietnam. Bat’s shoes have price from 1 million to 4 millions VEND. There are no significant price differences between two shops. Sketcher shop is located place that customer can easily to find. Moreover, name of brand – Sketchers makes is large and eye-catching. It means that shop has more opportunities to attract customer. On the other hand, Bat shop didn’t locate at enter of floor B in Vinson Center, so customer can be difficult to find.

Bat shop now having an attractive promotion program to attract customers. For example, for men’s products, when customers buy, they have chance to pay a half of money to get the item. In other words, customer receive “sale 50%” of shop. For women’s products, when customer buys products, customer can receive promotion gift is Bat’s umbrella. With Sketchers, shop doesn’t have any promotion program now. In short, we can see that two shops apply marketing mix is very carefully. They want to make sure their investment can get profit.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

The key to the ingredient of the marketing management is through the process of planning the marketing strategy and creativity will be the guide in all marketing activities of the company. Based on case study Hullo I’m going to assess the company background to the case problems and opportunities, to find a way of characteristic the attributes of a Travel Agent environment. The case is all about Hula Online Travel faces several challenges In penetrating the Hong Kong market.

While Hong Kong enjoys one of the highest Internet penetration rate in the world, its tech-savvy people are perplexing wary of transacting business online. Hula situates Itself in this kind of market, where people generally shun e-businesses, including air travel bookings, for perceiving it as a high-risk trade to seeing it as second only to the traditional marketplace. In less than a decade, Hula has expanded Into ten markets across Asia, including Hong Kong, China, Taiwan, Singapore, Japan and South Korea, among others with the benefit of each area having TTS own localized websites.

The findings of the study will be presented in three categories: current travel arrangement process, advantages of online reservations and disadvantages of online reservations. Moreover, people felt that risks are too high for any potential benefits, and that Hula was seen to be in the league of online travel agencies and not with the traditional brick-‘n-mortar agents. Majority of the respondents had never used Hula’s Hong Kong website, and for a few who had eared of it, the website was a mere repository of information and a tool to compare prices for them.

The Initial results are useful In exploring how people perceived the Hula brand but as noted in the case study they are not conclusive of the public perception in Hula’s target market. Given a Job to map out a research marketing strategy for Hula using a quantitative approach, I believe that an objective analysis of the market should be done first and foremost, which entails knowing three key areas of the business: customers, competencies and competition.