The 2005-2009 Australian Avocados marketing strategy aimed to position avocados as a versatile and indispensable ally for time-poor families through a multi-channel campaign emphasizing their health benefits and many uses, and the 2010-2013 strategic plan shifted the focus to everyday applications and building confidence in regular avocado consumption.
The purpose of this presentation is to create a new brand of Vietnamese fastfood restaurant from the beginning till the end including market research, gap identification, positioning and communication strategy.
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Marketing mix 4ps example Kotler principles of marketing project
Market Plan on “Nestlé food service”
Content
About Nestlé
Nestlé Product Strategy
Packaging and costumer's trust
Nestlé Pricing Strategy
Nestlé Place & Distribution Strategy
Nestlé Promotion & Advertising Strategy
Nestlé Product Strategy
Nestle sell and produce different kinds of food products as its marketing mix:
Instant preprepared meals, Milk and Dairy products, Chocolates and Beverages.
Preprepared dishes considered one category that is the most profitable however this segmentation made Nestle expand in this type of food. which include:
Maggie’s instant noodles, soup, cubes and pasta.
Costumer’s trust Nestle because they make guaranteed different kinds of tasty flavors in a good quality,
Nestlé Product Strategy
The other segmentation is production of milk. Such as:
Nedo, Nesquick and Milo Chocolate milk, Nestle everyday, Nestle slim, Nestle regular Milk, Sweetened condensed milk cans or squeezy bottles and lastly ice-creams.
Nestlé Product Strategy
Nestlé Product Strategy
Although the two previous markets are huge in size, they sell beverages like:
Nescafe, Nestea and Nestle’s Aqua Mineral water.
Packaging and costumer's trust
Moreover, to maintain loyal consumer relationships in this high expenses and competitive environment. Nestle keep products safe to use for the longest period possible and reducing the environmental impact of packaging. Nestle cereals cerelac and corn flakes are also popular but liquid and powdered beverages like Nesquik and Nedo are making selling increase which makes Nestlé consistently listed in the FTSE4Good Index since 2011 and was the first dairy substitute company to be included and won many more awards.
Nestlé Pricing Strategy
The price varies from different segments and depend on individual product; they use value and high priced,pull and fexiblity strategies…
Some products are priced with higher margins for the company as compared to competitors due to the lack of better substitutes for some products. The psychological pricing making the price say something about the good quality.
Nestle used different materials and recourses in the packaging process to ensure the products are delivered to customers hands in acceptable way safely and good quality.
Mark up pricing and depends on value perception.
Nestlé Pricing Strategy
Quantity discount
Competitive and consumption-based pricing both have great impact on the price. For Nescafe as well as Maggi, Nestle offers a lot of sizes and package options so that it becomes affordable to everybody. the variety of sizes available let customer decides what to buy depending on their personal consumption. But Nestle use competitor prices for Chocolate segment like KitKat due to the high competition with Cadbury.
Nestlé Promotion & Advertising Strategy
The most promoted products in the market on a ground level are KitKat and it have made sales
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Marketing mix 4ps example Kotler principles of marketing project
Market Plan on “Nestlé food service”
Content
About Nestlé
Nestlé Product Strategy
Packaging and costumer's trust
Nestlé Pricing Strategy
Nestlé Place & Distribution Strategy
Nestlé Promotion & Advertising Strategy
Nestlé Product Strategy
Nestle sell and produce different kinds of food products as its marketing mix:
Instant preprepared meals, Milk and Dairy products, Chocolates and Beverages.
Preprepared dishes considered one category that is the most profitable however this segmentation made Nestle expand in this type of food. which include:
Maggie’s instant noodles, soup, cubes and pasta.
Costumer’s trust Nestle because they make guaranteed different kinds of tasty flavors in a good quality,
Nestlé Product Strategy
The other segmentation is production of milk. Such as:
Nedo, Nesquick and Milo Chocolate milk, Nestle everyday, Nestle slim, Nestle regular Milk, Sweetened condensed milk cans or squeezy bottles and lastly ice-creams.
Nestlé Product Strategy
Nestlé Product Strategy
Although the two previous markets are huge in size, they sell beverages like:
Nescafe, Nestea and Nestle’s Aqua Mineral water.
Packaging and costumer's trust
Moreover, to maintain loyal consumer relationships in this high expenses and competitive environment. Nestle keep products safe to use for the longest period possible and reducing the environmental impact of packaging. Nestle cereals cerelac and corn flakes are also popular but liquid and powdered beverages like Nesquik and Nedo are making selling increase which makes Nestlé consistently listed in the FTSE4Good Index since 2011 and was the first dairy substitute company to be included and won many more awards.
Nestlé Pricing Strategy
The price varies from different segments and depend on individual product; they use value and high priced,pull and fexiblity strategies…
Some products are priced with higher margins for the company as compared to competitors due to the lack of better substitutes for some products. The psychological pricing making the price say something about the good quality.
Nestle used different materials and recourses in the packaging process to ensure the products are delivered to customers hands in acceptable way safely and good quality.
Mark up pricing and depends on value perception.
Nestlé Pricing Strategy
Quantity discount
Competitive and consumption-based pricing both have great impact on the price. For Nescafe as well as Maggi, Nestle offers a lot of sizes and package options so that it becomes affordable to everybody. the variety of sizes available let customer decides what to buy depending on their personal consumption. But Nestle use competitor prices for Chocolate segment like KitKat due to the high competition with Cadbury.
Nestlé Promotion & Advertising Strategy
The most promoted products in the market on a ground level are KitKat and it have made sales
Most companies want to adopt social media in their marketing strategy, but have doubts about how it adds to their targets. This slideshow showcases 10 proven social media approaches.
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This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
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Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
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The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
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Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
2. Content
• 2005-2009 marketing strategy
g gy
•evolution of marketing campaign, and
• long term strategic vision
long-term
3. 2005-2009 Strategic Agenda
2005 2009 St t i A d
To convince occasional Primary target
users to increase purchase
frequency market:
Female
To maintain a balance Grocery
between demand and
supply Buyers
between 20 -
A general population push, 39 with an
through communication of income of
vitamins and minerals $35K or more
Expansion into niche
markets Focus was on
the eastern
seaboard
Decrease whim purchase
and increase planned
purchases
4. To
T convince occasional • TV, Magazines, O
i i l Online, Website
users to increase purchase
frequency
To maintain a balance
between demand and
supply
pp y • Creative, Spokesperson, Co-op
p p p
Promotions, Export Promotions
A general population push,
t oug co
through communication o
u cat o of
vitamins and minerals
Expansion i t niche
E i into i h
• PR- Entertainment Sector,
PR Sector
markets School Project, Food Service
Sector
Monitoring and Evaluation
Decrease Whim Purchase & Increase
Planned Purchase
5. To convince • TV, Magazines
occasional users to
increase purchase
frequency
• TV- level of involvement with programs in the right environment (food)
taken to another level by having an extended sponsorship period with
key select programs such as the Best Series Sponsorship on Lifestyle
channel as well as TVC spots across key cooking programs on the
Lifestyle and Lifestyle Food channel.
• Magazines - To complement the ads which featured recipes, with a
more integrated approach which harnessed the influence and
trustworthiness of the magazine editorial teams
teams.
6. To convince • Online, Website
occasional users to
increase purchase
frequency
• Online- a balance of integrated and contextually relevant placements
were implemented.
• Website - digital strategy has been to improve the value offering for
g gy p g
consumers, and support the high-level marketing campaign through:
visual presentation of content,
build user generated content and
broaden information
7. To maintain a balance
between demand and
supply • Creative, Spokesperson, Co-op
Promotions, Export Promotions
A general population push
push,
through communication of
vitamins and minerals
• The success of the ‘Add an Avo’ campaign from a
creative view point, was built on using a creative device
p , g
that has become recognizable to consumers, but that
also is engaging and achieves cut-through.
• The strategy was to demonstrate the value proposition
of ‘versatility’ by expanding the executions-
demonstrating situations the consumer could ‘Add an
Add
Avo’.
8. • PR- Entertainment Sector
Expansion into niche markets
• PR- strategy to “add an avo to footy finals
Focus on grass roots & sports media to drive association
Leverage players/club involvement to create inspirational uses
Key message has always been
• Avocados are the perfect ally to
at-home parties
• I can use avocados to create
great meals for entertaining or
family meals
• Avocados
A d have
h endless
dl
possibilities
9. • EC Project
Expansion into niche markets
To equip Early Childhood educators with resources about healthy
To equip Early Childhood educators with resources about healthy
Industry
I d eating, food learning and avocados using best practice pedagogy.
Objective:
Early Childhood To develop a program which is acceptable to Early Childhood
Project Objective:
P j Obj i education gatekeepers and which will contribute to achieving the
education gatekeepers and which will contribute to achieving the
industry’s objectives.
Challenge: Finding a learning purpose. What is the educational question to
which “avocados” is the answer?
10. THE EDUCATOR’S KIT TOOK SHAPE in
Booklet for Educators
2009/2010
Rainbow colour swatch
Avocado resources
Avocado resources
DVD
(complete 2010/11)
/
Avocado shaped food finder
Avocado‐shaped food finder
Poster
Picto‐recipe tent card set
11. • Food Service Sector
Expansion into niche markets
Key Objectives
y j
Educate chefs about Australian avocado seasonality, varieties,
storage, handling and possibilities in order to:
• Get avocados on the menu
• Encourage multiple usage of avocados
• Increasing volume usage of avocados
I i l f d
• Encourage usage of avocado year round (hot dishes)
12. Chef • Clubs Sector ( Debuted at NSW Canterbury
League Club, City Tattersalls Club, East Leagues
Club in QLD)
training • Star Hotels (Hilton Hotel Sydney)
• Restaurants ( Matteo’s in VIC, Restaurant Two
in QLD, Flinders Inn and Caveau in NSW)
sessions
i • C f S t
Cafe Sector (Willi
(William A li
Angliss I i
Institute i Vi
and The Essential Ingredient in NSW)
in Vic
• Club Life Magazine
• Epicure (The Age)
Public •
•
Foodservice Magazine
Open House Magazine
Relations
“The masterclasses happening around the country present innovative
ways of using avocado, particularly in warm dishes and winter dishes,
as a creamy addition to desserts like ice cream
as a creamy addition to desserts like ice cream”
Open House Magazine
13.
14. Monitoring and Evaluation
Objectives of Consumer Research in 2009:-
j
• Reviewing avocado usage and consumer attitudes first
surveyed i 2005
d in
• Measuring impact achieved so far
• Providing direction for future market development strategies
15. Consumer Research
Total Core target
sample audience#
Prompted awareness 26% 26%
Prompted recall
P t d ll 18% 22%
Primary prompted message take out 98% 90%
Secondary prompted message take out 49% 51%
Likeability
Fans 34% 44%
Ambivalents 64% 56%
Critics 2% 1%
# Urban / suburban females aged 25-39
16. Consumer Research
Main take out that impacted strategy 2010 onwards and
helped in forming direction for new 3 year marketing
strategic plan:
while ‘versatility’ as a message was well understood and received
by consumers, there was still a proportion of the consumer base
who weren’t acting on the ‘Add an Avo’ message.
one of th b i
f the barriers id tifi d was th t consumers, while k
identified that hil knowing
i
that avocados can be used in a variety of different ways, perhaps
still lacked the confidence to incorporate them into their standard
repertoire of meals.
17. Consumer Research
• The key message take outs of the ads were very consistent across
the groups and covered the main themes of (in roughly equal
proportions):
Shapes /
changing
g g Usage /
g Health /
shape / versatility benefits
‘morphing’
To be more single-minded and focusing on the usage ideas (most
likely to lead to more regular use and therefore perceived as a useful
ally), the proportions have been rebalanced to:
Shapes /
changing
shape / Usage /
‘morphing’ versatility
18. 2010-2013 Marketing
Strategic Pl
St t i Plan
A new brand strategy has been developed based on findings from the
research:
Aim is to shift avocados from being a product ingredient (product
focused), t an i di
f d) to indispensible ally (lif t l f
ibl ll (lifestyle focused), over th next th
d) the t three
years.
20. The strategic evolution
Versatility Usefulness
Special Ingredient Useful Ally
‘Nice to have’
‘Nice to have’ ‘Need to have’
‘ d h ’
Food centric Lifestyle centric
y
Specific uses
Entertaining “Every day” applications
Every day applications
Occasional
Recipe‐based
An occasional purchase An “Every day” purchase
From AWOP X To AWOP Y
21. Brand strategy
gy
Brand Essence:
One fruit. Endless Possibilities
Brand Pillars:
Health & Indispensible Gives me the
wellbeing ally confidence
• Vitamins & minerals • Lots of uses • Recognition
g
• Good fats • Substitute • Advocacy
• Low sugar, no salt • Easy • User imagery
• Good kids food • Value for money • Everybody loves it
• Family loves it
Product People
centric Taste centric
22. Who are we talking to?
PRIMARY AUDIENCE – BUSTLING FAMILIES:
Mum has many hats . Because she takes her myriad of roles seriously,
she is time poor fighting her constant daily battles to do what’s right for
time-poor, what s
her family. Her radar is always keenly focused on her family’s wellbeing.
She has a habitual household but she is always on the lookout for ways
that
th t can make h lif th t bit easier.
k her life that i
Sticks to tried and true
wants life to be a bit easier and not sure where avocados fit in
SECONDARY AUDIENCE – START UP FAMILIES:
SECONDARY AUDIENCE START UP FAMILIES:
For mum and dad, their world has completely changed; it
is now a world of uncertainty and so mums are 100%
focused on ‘DOING THE RIGHT THING’ by their kids,
and they definitely come first in the house!
23. The Roles of Communication
Channels and Creative
24. Strategic framework
Moments of
Recognition
within
Showcasing the true value of
Showcasing the true value of
Avocados within Mums’ daily
help points
pp
by
Establish avocados as a useful ally
Establish avocados as a ‘useful ally’
in the family household
25. Quantifying our audiences
Criteria Filter Universe (national)
Female MGB 7,122,000
PRIMARY
Bustling Families (Female GB’s within HH’s with Kids under 16 2,611,000
these HH’s)
HH’s with 5 or more people including children 865,000
Female MGB 7,122,000
SECONDARY
Start Up Families (Female GB’s within
these HH’s) Parents of Kids 0‐5 in HH 1,237,000
Source: Roy Morgan Single Source Data June 2009
26. Breadth…
If we want mum’s to see avo’s as ‘everyday’ then we need to take into
account that their days are filled with much more than thoughts of food
y g
= BROADER MEDIA OFFERING
27. Breadth…
Foodservice Early
(Influencer Childhood
Sampling @ Group) Sector
NRL Games
(Influencer
Group)
Creative
PR- NRL
Executions
Sampling-
Nutritional
Mums and
Spokesperson
Bubs Expos
Fitness
Trainers
Website/ SEO
Program
g
& SEM
(Influencer
Group)
Media- TV,
Mag, Online Mum POS
28. The everyday avocados lifestyle strategy
By partnering with the LifeStyle group Australia s only dedicated network focused
group, Australia’s
on delivering women and families entertainment and information, Avocados
Australia will develop a deeper connection with mums for the campaign period
2010 – 2011
2011.
This will be delivered through a multi-platform strategy encompassing content
creation using talent in-show integration local productions sponsorships and
talent, integration, productions,
online.
Targeting
T ti Targeting
T ti Targeting
T ti
P25‐54 GB’s W25‐44
29. Television creative
Television creative
Single‐minded message: Avos are useful throughout the day
TV is a powerful medium to communicate this most important message of the campaign and
increase consumption of avocados by positioning it as a ‘useful ally in the kitchen’
Findings from research confirmed that the TVC needed to be
single‐minded and focused on demonstrating the uses of avocados thoughout a day
The TVC will be based on the revised positioning of Add an avo everyday
The TVC will be based on the revised positioning of ‘Add an avo everyday’
by demonstrating simple, easy ways to prepare avocados
The ‘Add an avo’ line will be extended to drive a stronger call to action
for increasing consumption – ‘Add an avo everyday’
33. Magazine creative
Useful throughout the day Clever ideas for your family
These key messages continue to deliver on the brand essence –
‘One fruit Endless possibilities’ to the targets of bustling and start up families.
One fruit. Endless possibilities to the targets of bustling and start up families
Shapes will continue to be used, the recipes have been replaced with multiple simple
usages in the one ad along with food photography.
As with the TVC, the ‘Add an avo’ line will be extended to drive a stronger call to action for
increasing consumption – ‘Add an avo everyday’
35. Role of Digital Media
g
Deliver further consideration of avocados within relevant
women s
women’s lifestyle and family environments where Mums
actively seek information.
Drive Mums to Avocados’ website for further information
through SEM.
g
38. Integrating footy across the avocado
strategy
Advertising Sampling
• Seek participation/ involvement •Assist develop sampling & merchandising
in value add program in terms of appropriately linked
• Provide copy where appropriate football activity
Photography:
g p y
Website: • Liaise with agencies for
consistent imagery that is
• House Avo Ladder both media, ad and web
• House recipe comp on
House recipe comp on friendly
IAvocados microsite
• Seek involvement of additional
players for forum Zoe Bingely‐Pullin:
• Host new & old recipes • Utili
Utilise as media spokesperson
di k
• Leverage for credibility with partners
• Ensure new recipes are healthy/nutritious
39.
40.
41. EC implementation in 10/11
p
EC data secured EC Centres called Email sent to ECs ECs Register Online
• Woodrow to source EC data and • Call staff sell in program and
p g • Email to outline program and
p g •ECs click on email link to
provide to Tongue collect data of interested EC request registration in the register online through Avo’s
Centers program website
• Scripts and information is
compiled to contact EC Centers
Education pack sent to Avocado delivery ECs emailed with Completion email sent
ECs • AAL to organize deliveries update • ECs requested to provide
• Data e t acted from Avo’s
ata extracted o os y g
• Delivery during week 1 of e de /e cou age e t
• Reminder/encouragement feedback online and submit
website program photos to receive reward
h t t i d
• Dispatch of educational material
to EC Centers
Reward sent to ECs
• Avocado sticker packs are sent
to EC Centers as reward for
participation
42. EC implementation in 10/11
p
Right after the launch, the first delivery of the program was underway which saw
78 early childhood centres sign up to the p g
y g p program:
NSW – 28
Armidale & surrounds – 11
VIC – 38
SA – 1
43. Into the Future: Strategically
Objective 2: To increase demand for Australian avocados
• Strategy 2.1: Conduct product research to exploit new market
opportunities for Australian avocados
• Strategy 2.2: Conduct market segment research to better understand
gy g
demand drivers
• Strategy 2 4 D i growth i t
St t 2.4: Drive th in targeted avocado market segments
t d d k t t
through effective market development and promotion