Senior Marketing Strategy Capstone course: Mock consulting opportunity - Researched, assessed and recommended new product offering for Kraft BelVita Breakfast Biscuits by conducting industry, competitive, market segmentation, and product research and analysis to create detailed marketing plan and presentation
Our team did a financial analysis of Nike vs. Adidas. Focus on the footwear segment of the industry. In the end, it really depends on what you're looking to add to your investment portfolio. Adidas is making moves for the crown, but Nike still holds a significant market share today.
PepsiCo is a global food and beverage company headquartered in New York. It was formed in 1965 through the merger of Pepsi-Cola and Frito-Lay. PepsiCo generates over $43 billion in annual revenue from its wide range of popular brands. These include Pepsi, Lay's, Gatorade, Quaker Foods, and Tropicana. The company sells its products in over 200 countries and has 19 product lines that each generate over $1 billion in sales. To continue growing, PepsiCo is pursuing strategies like increasing market share of existing products, introducing new products, expanding into new markets, and diversifying into non-beverage categories. However, the company also faces issues
This document provides information about Kit Kat candy bars. It discusses the history of Kit Kat, which was first produced in the UK in 1935. Kit Kat is now owned by Nestle and is one of the most popular candy bars globally, with over 650 bars consumed every second. The document also outlines the different Kit Kat products available in various sizes, and provides marketing information like slogans and sales data. It analyzes the brand value, competitors, and opportunities and threats in the Indian market.
This document outlines a marketing plan for Quest Nutrition, a company that produces high-protein snacks. It begins with an overview of the company and a SWOT analysis, identifying strengths such as taste and accessibility, but also weaknesses like expense and lack of variety. Research findings show that customers prioritize flavor and ingredients when choosing snacks. The plan aims to target college students and increase brand awareness, recognition, and sales. It proposes using social media, magazines, and sponsorships to reinforce Quest as a top brand and attract new customers. The budget allocates most funds to celebrity endorsements, cause marketing, and sales promotions. Progress will be evaluated based on quantifiable social media engagement metrics.
Kellogg's started in 1906 in Battle Creek, Michigan with 44 employees. It is now the world's leading cereal producer and a major convenience food maker, selling products in over 180 countries. Kellogg's vision is to "enrich and delight the world through foods and brands that matter" while its mission is to "nourish families so they can flourish and thrive." The company aims for growth in cereals and snacks globally through product innovation, marketing, and ensuring high quality, safe products for consumers.
The document discusses rebranding the Little Debbie brand to target a younger audience between 18-35. It proposes a marketing campaign based on a popular rap "beef" between Drake and Meek Mill to modernize the Little Debbie image using print and social media. The campaign aims to show that Little Debbie has remained popular while Hostess went bankrupt and increase consumer loyalty. Snapchat and Twitter elements are outlined to engage consumers and promote the #LilDebbieDropsTheMic hashtag.
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
Our team did a financial analysis of Nike vs. Adidas. Focus on the footwear segment of the industry. In the end, it really depends on what you're looking to add to your investment portfolio. Adidas is making moves for the crown, but Nike still holds a significant market share today.
PepsiCo is a global food and beverage company headquartered in New York. It was formed in 1965 through the merger of Pepsi-Cola and Frito-Lay. PepsiCo generates over $43 billion in annual revenue from its wide range of popular brands. These include Pepsi, Lay's, Gatorade, Quaker Foods, and Tropicana. The company sells its products in over 200 countries and has 19 product lines that each generate over $1 billion in sales. To continue growing, PepsiCo is pursuing strategies like increasing market share of existing products, introducing new products, expanding into new markets, and diversifying into non-beverage categories. However, the company also faces issues
This document provides information about Kit Kat candy bars. It discusses the history of Kit Kat, which was first produced in the UK in 1935. Kit Kat is now owned by Nestle and is one of the most popular candy bars globally, with over 650 bars consumed every second. The document also outlines the different Kit Kat products available in various sizes, and provides marketing information like slogans and sales data. It analyzes the brand value, competitors, and opportunities and threats in the Indian market.
This document outlines a marketing plan for Quest Nutrition, a company that produces high-protein snacks. It begins with an overview of the company and a SWOT analysis, identifying strengths such as taste and accessibility, but also weaknesses like expense and lack of variety. Research findings show that customers prioritize flavor and ingredients when choosing snacks. The plan aims to target college students and increase brand awareness, recognition, and sales. It proposes using social media, magazines, and sponsorships to reinforce Quest as a top brand and attract new customers. The budget allocates most funds to celebrity endorsements, cause marketing, and sales promotions. Progress will be evaluated based on quantifiable social media engagement metrics.
Kellogg's started in 1906 in Battle Creek, Michigan with 44 employees. It is now the world's leading cereal producer and a major convenience food maker, selling products in over 180 countries. Kellogg's vision is to "enrich and delight the world through foods and brands that matter" while its mission is to "nourish families so they can flourish and thrive." The company aims for growth in cereals and snacks globally through product innovation, marketing, and ensuring high quality, safe products for consumers.
The document discusses rebranding the Little Debbie brand to target a younger audience between 18-35. It proposes a marketing campaign based on a popular rap "beef" between Drake and Meek Mill to modernize the Little Debbie image using print and social media. The campaign aims to show that Little Debbie has remained popular while Hostess went bankrupt and increase consumer loyalty. Snapchat and Twitter elements are outlined to engage consumers and promote the #LilDebbieDropsTheMic hashtag.
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
The document provides details on the history and operations of Kellogg's in Greece. Kellogg's began operations in Greece on February 19, 1906. In 1965, Kellogg's started operating in the food and beverage sectors in Greece and is responsible for distributing Kellogg's products in the country. Atlanta s.a. has distributed Kellogg's products in Greece since 1965, operating warehouses near Athens and Thessaloniki. The document also notes that Kellogg's Greece has its head office located in Athens.
A Presentation on Integrated marketing strategies of Kelloggs in India. This presentation includes company profile, entry in India, promotion tools, business strategy, advertising strategy, competition and the factors of success and failure as a brand in India.
This document provides a strategic brand management analysis of Kellogg's Sultana Bran cereal in the New Zealand market. It includes research findings from consumer surveys, an analysis of Kellogg's branding elements and marketing strategies, and recommendations. The surveys found that while Kellogg's is recognized, Sanitarium Weet-Bix is preferred by most consumers as a filling breakfast option. Kellogg's faces challenges in New Zealand in terms of brand awareness, price competitiveness compared to Weet-Bix, and packaging design. The analysis provides insights into how Kellogg's can strengthen its brand strategy for the New Zealand consumer.
United Biscuits aimed to reposition their Hobnobs biscuits to target younger consumers aged 18-34, while maintaining their existing audience. Market research found Hobnobs appealed more to men and younger people. The new strategy focused on portraying Hobnobs as a fun, sociable snack through humor and linking them to events relevant to younger adults. United Biscuits launched an effective marketing campaign in 1997 using sampling, promotional activities, and appropriate media like radio and magazines to introduce Hobnobs' new "Irrepressible Nobbly Adventure" image to younger consumers.
Nike is a major brand in the footwear and apparel industry known for its "Just Do It" slogan and Swoosh logo. It designs, develops, and markets footwear, apparel and equipment worldwide. While providing fashion and comfort, it competes on cost with competitors in the industry. Opportunities for Nike include intervening with new technology, appealing to the general population beyond athletes, and addressing environmental concerns over materials that impact rising costs.
Kit Kat was introduced in the UK in 1935 and is now owned by Nestle. It consists of chocolate-covered wafer fingers. Kit Kat has expanded globally and offers various products like balls and minis. The document proposes a new Kit Kat bottle product that contains chocolate balls that can be dispensed one by one by turning the bottle. It discusses marketing this product through family packs and promotions around holidays. Placement would be in supermarkets, gas stations, airports and online. The target audience is families and friend groups looking for a sharing snack. Competitors offer similar chocolate-wafer products but not in a portable bottle format. The product, pricing, partners and value proposition are outlined in a business model canvas.
Nestle introduced the Maggi brand in India in 1982 with the launch of Maggi 2 Minute Noodles, creating a new food category. Over the years, Maggi became a popular snack. To cater to health-conscious customers, Maggi introduced new varieties with less salt and no trans fat. Maggi also launched healthy instant noodle products made with whole wheat flour and vegetables to position itself as a 'Health' brand. The brand was extended to include sauces, soups, and other products.
Zappos lessons: Building a Customer-Focused CultureThor
Zappos is committed to providing excellent customer service. They aim to wow customers at every step, from fast shipping and easy returns to friendly, helpful customer service. This focus on customer service has led to strong customer loyalty, with 75% of purchases coming from repeat customers who spend more on average than new customers. Word of mouth has significantly boosted Zappos' marketing, with over 40% of new customers coming from personal referrals. To build this customer-focused culture, Zappos commits to customer service in its mission, establishes core values centered on service, and actively manages culture company-wide with training, storytelling, and performance reviews based partly on living those values.
This document discusses segmentation and targeting strategies used by Nike. It outlines Nike's segmentation based on geography, demographics, psychographics, and behavior. Geographically, Nike targets markets in the USA, UK, India, and Malaysia. Demographically, it segments customers by gender and age. Psychographically, it focuses on sports-centric and inspiring values aligned with its mission statement. Behaviorally, it analyzes purchase occasions. The document also lists Nike's subsidiaries like Cole Haan, Hurley, Umbro, and Converse that allow it to target various lifestyle and athletic segments selectively while specializing within each brand.
Assignment on Marketing Plan of Nike shoes Al Shahriar
Nike is the largest seller of athletic footwear and apparel in the world. It designs, develops, and markets athletic footwear, apparel, equipment, and accessories. Nike's marketing strategy focuses on creating a lifestyle brand through innovative product design, sponsorship of athletes and teams, and large marketing campaigns. The marketing mix discusses pricing, placement in distribution channels, extensive advertising and promotion, and high-quality customer service. The target markets are recreational athletes, fitness enthusiasts, competitive athletes, sports fans, and students across various age groups and demographics globally.
This document contains a market segmentation report submitted by several students to their professor. It segments the Nike market demographically, psychographically, behaviorally, and geographically. The demographic segmentation looks at variables like age, gender, and occupation. The psychographic segmentation examines Nike's mission statement and lifestyle trends. Behavioral segmentation analyzes athletic attributes and style preferences. Geographic segmentation focuses on nations, cities, and population density. The report then discusses targeting high income youth and urban sports enthusiasts. It outlines Nike's positioning as a ubiquitous brand for athletes of all kinds and its shift to an attitude focus. Competitors, points of difference, parity, and brand mantra are also summarized. Lastly, the document proposes expanding
Nike Case Study (Building a Global Brand Image)Wajid Ali
This particular presentation is based on our research, findings and recommendations regarding building the global brand image for Nike.
Hopefully this will help all interested students.
Factors incorporated in buying process
Buyer decision process
Roles addressed by the advertisement
This is prepared simply for practicing presentation-skills and understanding “slideshare”’s online platform. All content is simply for the learning purpose. We don’t claim accuracy or complete information. All information is presented just for overview. Any inadvertent use of company name, images are unintentional. & if brought to notice, we will remove them.
Nike is an American corporation that designs, develops, and markets athletic footwear, apparel, equipment, and accessories. It was founded in 1964 and is headquartered near Portland, Oregon. Philip Knight co-founded the company and served as chairman, while Mark Parker currently serves as CEO. Nike utilizes various marketing strategies like celebrity endorsements and sponsorships to promote its products and maintains a strong brand image. However, these strategies also carry risks if market and consumer trends change rapidly. Nike must continue innovating and adapting to stay ahead of competitors in the sportswear industry.
Nike is an American corporation founded in 1964 that designs, manufactures and markets athletic footwear, apparel, equipment and accessories. It is headquartered in Oregon and was founded by Bill Bowerman and Phil Knight. Nike has become the largest seller of athletic footwear and apparel in the world by focusing on quality products, iconic celebrity endorsements like Michael Jordan, and sponsorship agreements that promote their brand at sporting events. Their swoosh logo represents motion and speed, and their tagline "Just Do It" was inspired by the last words of a convicted murderer. Nike has seen unstoppable sales growth by meeting trends of health-conscious young consumers, developing better performing products through competition, and expanding internationally
Mondelez International is an American multinational confectionery, food, and beverage company based in Illinois. It was formed in 2012 when Kraft Foods spun off its North American grocery business. Mondelez has famous snack brands around the world and aims to serve tastes globally. It employs over 107,000 people and has a presence in over 80 countries. Britannia Industries is an Indian food company established in 1892 in Kolkata. It is a leading Indian biscuit manufacturer and has expanded into dairy. Britannia has a strong brand image in India and focuses on quality and customer satisfaction. Both companies have seen success through brand management and expanding their international presence.
The document outlines the product hierarchy of Nestle. It discusses the company's need family being health and good life. The product family is health care. It then lists various product lines, categories, types, and items within milk products, coffee, prepared dishes, and chocolates/confectionery. The product hierarchy shows how Nestle organizes its various food and beverage products into families, lines, categories, types, and individual items.
A brief analysis of the Oreo Brand. A brand that started with just a cookie and nowadays consists in an empire of 30+ varieties, many countries and participation in many other brands and products such as Ice Creams, pizzas, fudges and pretty much every thing which is chocolate-cookie-related-thingy..
The data presented here was a result of the work of many people including myself.
POLO, a popular mint candy brand in Indonesia known for its hole and mint flavor, will be launching a new package size with added mint taste after being idle for 3 years. The communication strategy aims to create awareness of the new POLO and increase sales through roadshow activations. The strategy involves push programs like retail branding and self-displays to increase visibility, as well as pull programs like product sampling and challenges at events to encourage trial and purchases. A key part of the strategy utilizes digital sharing on Instagram to amplify the brand's message and experiences.
Nike is analyzed in this case study. It provides an overview of Nike's history, brands, vision, mission, financial performance, and SWOT analysis. The external environment facing Nike is also examined, including competitors, opportunities, and threats in the athletic footwear and apparel industry. Various strategic analysis tools are applied to Nike, such as BCG matrix, IE matrix, and comparative financial statements. Potential strategies for Nike going forward are discussed.
The document discusses the financial realities of traditional jobs versus network marketing opportunities. It notes that most people are living paycheck to paycheck and outlines the lifetime earnings potential of traditional jobs versus alternative options through network marketing. The document promotes the health, wealth, and freedom potential of pursuing a USANA home-based business opportunity.
Nestle is the largest food and beverage company founded in 1866. It has grown through mergers and acquisitions of companies like Maggie, Croose and Blackwell, Findus, Alcon Laboratories, and Gerber. Nestle sells many popular brands like Nescafe, KitKat, Maggi, and Nestea. The company focuses on responsible growth through community investment, sustainability, and creating jobs globally. Drivers of globalization have helped Nestle expand internationally by reducing trade barriers and integrating world markets.
The document provides details on the history and operations of Kellogg's in Greece. Kellogg's began operations in Greece on February 19, 1906. In 1965, Kellogg's started operating in the food and beverage sectors in Greece and is responsible for distributing Kellogg's products in the country. Atlanta s.a. has distributed Kellogg's products in Greece since 1965, operating warehouses near Athens and Thessaloniki. The document also notes that Kellogg's Greece has its head office located in Athens.
A Presentation on Integrated marketing strategies of Kelloggs in India. This presentation includes company profile, entry in India, promotion tools, business strategy, advertising strategy, competition and the factors of success and failure as a brand in India.
This document provides a strategic brand management analysis of Kellogg's Sultana Bran cereal in the New Zealand market. It includes research findings from consumer surveys, an analysis of Kellogg's branding elements and marketing strategies, and recommendations. The surveys found that while Kellogg's is recognized, Sanitarium Weet-Bix is preferred by most consumers as a filling breakfast option. Kellogg's faces challenges in New Zealand in terms of brand awareness, price competitiveness compared to Weet-Bix, and packaging design. The analysis provides insights into how Kellogg's can strengthen its brand strategy for the New Zealand consumer.
United Biscuits aimed to reposition their Hobnobs biscuits to target younger consumers aged 18-34, while maintaining their existing audience. Market research found Hobnobs appealed more to men and younger people. The new strategy focused on portraying Hobnobs as a fun, sociable snack through humor and linking them to events relevant to younger adults. United Biscuits launched an effective marketing campaign in 1997 using sampling, promotional activities, and appropriate media like radio and magazines to introduce Hobnobs' new "Irrepressible Nobbly Adventure" image to younger consumers.
Nike is a major brand in the footwear and apparel industry known for its "Just Do It" slogan and Swoosh logo. It designs, develops, and markets footwear, apparel and equipment worldwide. While providing fashion and comfort, it competes on cost with competitors in the industry. Opportunities for Nike include intervening with new technology, appealing to the general population beyond athletes, and addressing environmental concerns over materials that impact rising costs.
Kit Kat was introduced in the UK in 1935 and is now owned by Nestle. It consists of chocolate-covered wafer fingers. Kit Kat has expanded globally and offers various products like balls and minis. The document proposes a new Kit Kat bottle product that contains chocolate balls that can be dispensed one by one by turning the bottle. It discusses marketing this product through family packs and promotions around holidays. Placement would be in supermarkets, gas stations, airports and online. The target audience is families and friend groups looking for a sharing snack. Competitors offer similar chocolate-wafer products but not in a portable bottle format. The product, pricing, partners and value proposition are outlined in a business model canvas.
Nestle introduced the Maggi brand in India in 1982 with the launch of Maggi 2 Minute Noodles, creating a new food category. Over the years, Maggi became a popular snack. To cater to health-conscious customers, Maggi introduced new varieties with less salt and no trans fat. Maggi also launched healthy instant noodle products made with whole wheat flour and vegetables to position itself as a 'Health' brand. The brand was extended to include sauces, soups, and other products.
Zappos lessons: Building a Customer-Focused CultureThor
Zappos is committed to providing excellent customer service. They aim to wow customers at every step, from fast shipping and easy returns to friendly, helpful customer service. This focus on customer service has led to strong customer loyalty, with 75% of purchases coming from repeat customers who spend more on average than new customers. Word of mouth has significantly boosted Zappos' marketing, with over 40% of new customers coming from personal referrals. To build this customer-focused culture, Zappos commits to customer service in its mission, establishes core values centered on service, and actively manages culture company-wide with training, storytelling, and performance reviews based partly on living those values.
This document discusses segmentation and targeting strategies used by Nike. It outlines Nike's segmentation based on geography, demographics, psychographics, and behavior. Geographically, Nike targets markets in the USA, UK, India, and Malaysia. Demographically, it segments customers by gender and age. Psychographically, it focuses on sports-centric and inspiring values aligned with its mission statement. Behaviorally, it analyzes purchase occasions. The document also lists Nike's subsidiaries like Cole Haan, Hurley, Umbro, and Converse that allow it to target various lifestyle and athletic segments selectively while specializing within each brand.
Assignment on Marketing Plan of Nike shoes Al Shahriar
Nike is the largest seller of athletic footwear and apparel in the world. It designs, develops, and markets athletic footwear, apparel, equipment, and accessories. Nike's marketing strategy focuses on creating a lifestyle brand through innovative product design, sponsorship of athletes and teams, and large marketing campaigns. The marketing mix discusses pricing, placement in distribution channels, extensive advertising and promotion, and high-quality customer service. The target markets are recreational athletes, fitness enthusiasts, competitive athletes, sports fans, and students across various age groups and demographics globally.
This document contains a market segmentation report submitted by several students to their professor. It segments the Nike market demographically, psychographically, behaviorally, and geographically. The demographic segmentation looks at variables like age, gender, and occupation. The psychographic segmentation examines Nike's mission statement and lifestyle trends. Behavioral segmentation analyzes athletic attributes and style preferences. Geographic segmentation focuses on nations, cities, and population density. The report then discusses targeting high income youth and urban sports enthusiasts. It outlines Nike's positioning as a ubiquitous brand for athletes of all kinds and its shift to an attitude focus. Competitors, points of difference, parity, and brand mantra are also summarized. Lastly, the document proposes expanding
Nike Case Study (Building a Global Brand Image)Wajid Ali
This particular presentation is based on our research, findings and recommendations regarding building the global brand image for Nike.
Hopefully this will help all interested students.
Factors incorporated in buying process
Buyer decision process
Roles addressed by the advertisement
This is prepared simply for practicing presentation-skills and understanding “slideshare”’s online platform. All content is simply for the learning purpose. We don’t claim accuracy or complete information. All information is presented just for overview. Any inadvertent use of company name, images are unintentional. & if brought to notice, we will remove them.
Nike is an American corporation that designs, develops, and markets athletic footwear, apparel, equipment, and accessories. It was founded in 1964 and is headquartered near Portland, Oregon. Philip Knight co-founded the company and served as chairman, while Mark Parker currently serves as CEO. Nike utilizes various marketing strategies like celebrity endorsements and sponsorships to promote its products and maintains a strong brand image. However, these strategies also carry risks if market and consumer trends change rapidly. Nike must continue innovating and adapting to stay ahead of competitors in the sportswear industry.
Nike is an American corporation founded in 1964 that designs, manufactures and markets athletic footwear, apparel, equipment and accessories. It is headquartered in Oregon and was founded by Bill Bowerman and Phil Knight. Nike has become the largest seller of athletic footwear and apparel in the world by focusing on quality products, iconic celebrity endorsements like Michael Jordan, and sponsorship agreements that promote their brand at sporting events. Their swoosh logo represents motion and speed, and their tagline "Just Do It" was inspired by the last words of a convicted murderer. Nike has seen unstoppable sales growth by meeting trends of health-conscious young consumers, developing better performing products through competition, and expanding internationally
Mondelez International is an American multinational confectionery, food, and beverage company based in Illinois. It was formed in 2012 when Kraft Foods spun off its North American grocery business. Mondelez has famous snack brands around the world and aims to serve tastes globally. It employs over 107,000 people and has a presence in over 80 countries. Britannia Industries is an Indian food company established in 1892 in Kolkata. It is a leading Indian biscuit manufacturer and has expanded into dairy. Britannia has a strong brand image in India and focuses on quality and customer satisfaction. Both companies have seen success through brand management and expanding their international presence.
The document outlines the product hierarchy of Nestle. It discusses the company's need family being health and good life. The product family is health care. It then lists various product lines, categories, types, and items within milk products, coffee, prepared dishes, and chocolates/confectionery. The product hierarchy shows how Nestle organizes its various food and beverage products into families, lines, categories, types, and individual items.
A brief analysis of the Oreo Brand. A brand that started with just a cookie and nowadays consists in an empire of 30+ varieties, many countries and participation in many other brands and products such as Ice Creams, pizzas, fudges and pretty much every thing which is chocolate-cookie-related-thingy..
The data presented here was a result of the work of many people including myself.
POLO, a popular mint candy brand in Indonesia known for its hole and mint flavor, will be launching a new package size with added mint taste after being idle for 3 years. The communication strategy aims to create awareness of the new POLO and increase sales through roadshow activations. The strategy involves push programs like retail branding and self-displays to increase visibility, as well as pull programs like product sampling and challenges at events to encourage trial and purchases. A key part of the strategy utilizes digital sharing on Instagram to amplify the brand's message and experiences.
Nike is analyzed in this case study. It provides an overview of Nike's history, brands, vision, mission, financial performance, and SWOT analysis. The external environment facing Nike is also examined, including competitors, opportunities, and threats in the athletic footwear and apparel industry. Various strategic analysis tools are applied to Nike, such as BCG matrix, IE matrix, and comparative financial statements. Potential strategies for Nike going forward are discussed.
The document discusses the financial realities of traditional jobs versus network marketing opportunities. It notes that most people are living paycheck to paycheck and outlines the lifetime earnings potential of traditional jobs versus alternative options through network marketing. The document promotes the health, wealth, and freedom potential of pursuing a USANA home-based business opportunity.
Nestle is the largest food and beverage company founded in 1866. It has grown through mergers and acquisitions of companies like Maggie, Croose and Blackwell, Findus, Alcon Laboratories, and Gerber. Nestle sells many popular brands like Nescafe, KitKat, Maggi, and Nestea. The company focuses on responsible growth through community investment, sustainability, and creating jobs globally. Drivers of globalization have helped Nestle expand internationally by reducing trade barriers and integrating world markets.
- Kellogg's was established in 1906 and manufactures breakfast cereals in 18 countries, marketing them in over 180 countries globally.
- Kellogg's entered the Indian market in 1994, investing $65 million and offering products like corn flakes, wheat flakes, and biscuits to appeal to India's large population of over 950 million inhabitants.
- A study by Purdue University found that corn flakes taken with milk and fruit is a nutritious breakfast that provides vitamins, minerals, proteins, and carbohydrates, helping children maintain alertness and a healthy diet.
Kellogg's was established in 1906 and has since become a leading global breakfast cereal manufacturer. It operates manufacturing plants in 19 countries and sells products in over 160 countries. In India, Kellogg's entered the market in 1994 but struggled initially due to overconfidence, lack of understanding of Indian consumer behavior and habits, and premium pricing. However, Kellogg's has since adapted its strategy and experienced strong growth in India by introducing new product variants, expanding its distribution network, and building a new manufacturing plant, demonstrating renewed commitment to the Indian market.
Kibbles and Bits is a dry dog food owned by Del Monte Foods. It has been owned by three companies over 30 years. It offers seven varieties of food with a signature blend of kibble and meat bits. While it was once a leader, Kibbles and Bits now faces challenges from premium brands and economic pressures leading consumers to choose cheaper options. Its strongest opportunity is developing a culture around dog ownership through education and association.
Nestle is the largest food and nutrition company founded in 1866. It produces products like baby food, coffee, dairy, water and ice cream. Through mergers and acquisitions, it expanded globally and became the largest ice cream maker. It follows principles of goodwill, customer focus, and legal compliance. Globalization helped Nestle grow rapidly by reducing trade barriers and integrating markets. It focuses on community responsibility by creating jobs and partnerships to reflect values of fairness.
Nikken Wellness Home product and business overviewTina Peters
The document promotes creating a meaningful life through wellness and describes Nikken's approach to total wellness. It discusses the five pillars of health - healthy body, mind, family, society, and finances. Nikken offers products and a business opportunity centered around creating wellness homes. The business model involves building a global network of consultants to sell Nikken's magnetic, infrared, water, and whole foods products and leverage a multi-level marketing structure for compensation.
This document outlines a curriculum for livestock education in Texas 4-H and FFA programs. It has three objectives: 1) Ensure projects meet food quality standards, 2) Enhance character education, and 3) Promote a positive image of youth livestock programs. The curriculum focuses on quality assurance and character education. It covers eight core concepts regarding character education principles like trustworthiness and responsibility, and quality assurance topics like food safety and proper animal care. Activities help students understand their role in the food supply chain and how youth projects can significantly impact meat production. The goal is to teach students to prevent food safety hazards and uphold the highest standards.
Easy Peasy produces organic, vegan snack bars for children and wants to expand nationally. They conducted surveys in their local region which found their target market is females aged 25-50 who value healthy eating. Easy Peasy needs more information on target markets in other regions of the US before expanding further.
Breakfast cereal industry final presentationDicky Cahanaya
This document provides an analysis of the breakfast cereal industry in the United States. It discusses the industry structure, key factors such as high concentration and barriers to entry. It also analyzes advertising strategies used by major companies like Kellogg, General Mills, and Ralcorp. These include television, print, and online advertising with a focus on segmentation, promotions, and celebrity endorsements. The document concludes with recommendations on investment in this mature but still profitable industry.
The document proposes repositioning Twinkies as a reward for healthy living rather than a guilty pleasure. It suggests advertising showing people working hard through physical feats and then rewarding themselves with Twinkies. The branding strategy would be "You deserve the reward" to position Twinkies as a self-reward earned through healthy habits rather than a sugary snack. Advertising would feature athletes and marathon runners enjoying Twinkies after pushing their physical limits.
Childhood obesity is defined as a BMI at or above the 95th percentile. Rates of childhood obesity have risen dramatically since the 1970s, with over 12 million children now considered obese. Potential causes include increased availability of unhealthy foods, large portion sizes, lack of physical activity, and excessive screen time. Consequences range from physical health issues to psychological effects. Prevention requires making healthy choices more available and accessible to children.
This document outlines a curriculum for livestock education in Texas focusing on quality assurance and character education. The objectives are to ensure 4-H and FFA livestock projects meet food quality standards, enhance character education, and promote a positive image of youth livestock programs. The curriculum covers topics like proper animal handling and facilities, herd health, the impact of youth projects, and concepts like fairness, responsibility and citizenship. It emphasizes youths' role in providing safe, high-quality meat and their responsibility to animal welfare. Overall it aims to teach youth to consider consumers and set a good example that supports the future of the livestock show program.
The document discusses diagnostic tools and criteria for diagnosing obesity including body mass index (BMI), skin fold thickness measurements, and waist-hip ratios. It notes the increasing prevalence of obesity among adolescents globally and contributing factors such as increased consumption of sugary drinks and fast food alongside decreased physical activity. Management strategies for obesity include lifestyle modifications like diet, exercise, controlling environmental cues, self-monitoring, and addressing any underlying medical conditions.
This document provides information on diagnosing and managing obesity. It defines obesity as excess adipose tissue that is causally related to medical illness. It lists tools for diagnosing obesity such as BMI, skin fold thickness measurements, and waist-hip ratios. Cut-offs for diagnosing obesity are provided. Behavioral and lifestyle interventions are recommended for obesity management, including diet, physical activity, controlling environments, self-monitoring, and goal setting. Pharmacotherapy is not generally recommended for adolescents. Managing family involvement, flexibility, physical activity, and maintenance are important for treatment success.
Disney Consumer Products faced challenges in 2004 due to growing criticism of contributing to childhood obesity through unhealthy food marketing. It analyzed alternatives like keeping its traditional junk food line or starting a healthy program line. It launched nutritional guidelines, Disney Gardens fresh produce, and Disney Magic Selections grocery products in partnership with retailers. While competitors also marketed healthy foods using characters, Disney believed its brand could influence children to adopt nutritious diets through creative programming and marketing management if it leveraged the Walt Disney Company's vast resources.
This document summarizes the key findings and recommendations from a 2004 Institute of Medicine report on preventing childhood obesity. It found that childhood obesity rates have doubled or tripled since the 1970s, costing the healthcare system billions annually. A multisector action plan is needed to change social norms and environments to support healthy eating and physical activity. The report calls for national leadership and efforts across multiple settings like homes, schools, communities and the marketplace to promote energy balance through nutrition and exercise.
Do you often wish that you could find a home based business that cuts through the hype and presents you with the genuine opportunity to change your situation? A company that you would be proud to represent; one with integrity, family values, openness, and gives back to the community. Then look no further!
See why Reliv has a retention rate of 65% vs. 11% for all other direct sales companies. The long and short of it is, the products work and the business works with a money back guarantee on both!
There is no secret to Reliv business success and how Reliv works. Like any worthwhile endeavor, if you work hard enough, you can and will succeed.
Contact me for more information. I have been helping others internationally for over nine years!
Zainab Zahra presented on the principles of marketing for Nestle Pakistan. Nestle was founded in the 1860s by Henri Nestle and today operates factories around the world. In Pakistan, Nestle arrived in 1988 through a joint venture and has since expanded to include 4 production facilities and over 3,500 employees. Nestle offers a variety of products in Pakistan including dairy, beverages, water, coffee, and confectionery. Through market segmentation, differentiation, and a focus on health and nutrition, Nestle has positioned itself as the leading food and beverage brand in Pakistan.
Similar to BelVita Indulgence - Market Analysis and Recommendation (20)
3. SWOT Analysis – Nabisco Products
Strengths Weaknesses
• Brand Reputation • Dessert like Snacks
• Product Placement • Limited Focus
• Distribution • Debt Ratio
• Financials
Opportunities Threats
• Acquisitions • Competition
• Healthy Products • Slow Economy
• Social Media • Substitutes
• Reinvesting • Commodity Prices
• New & Emerging • Habits
Markets Treat Yourself to Health!
4. Nabisco Consumer Profiles
1. The Parent
2. The Person With “No Time”
3. The Healthy Eater
4. The Indulger
5. The Health Conscious Adult
Treat Yourself to Health!
5. Original Concept
Mission
"New BelVita Breakfast Biscuits. Power up, People.
It's a new kind of Breakfast. With 18g of delicious
whole grain per serving and nutritious sustained
energy, new BelVita Breakfast Biscuits keep you
fueled up all morning long."
Treat Yourself to Health!
6.
7. BelVita Breakfast Biscuit
Fundamentally good product
o Strong results from the U.K.
Biscuit as a new concept
o Importance of Education
Great first response to health demand
Stronger commitment to health
Lacking specific targeted/consistent marketing
Treat Yourself to Health!
8. Market Analysis
• Most Significant Groups
o Women
o Children
o Hispanics
• Who are the consumers of healthy foods?
o Age
o Gender
o Household Income
Treat Yourself to Health!
9. Market Analysis
6 Months Other
Total Nabisco Keebler
Men 94 78 102
Women 103 110 99
Women
6 Months Total Other Nabisco Keebler
Magazine: Working Mother 116 *204 100
Magazine Types: Babies 115 *98 *155
TV Show Types: Daytime
Dramas 114 *121 *147
Cable Services: SOAPnet 112 145 *167
Magazines: Ladies' Home
Journal 111 160 *80
Web Sites: Shopzilla.com 111 145 *287
10. Market Analysis
Hispanics
6 Months Total Other Nabisco Keebler
Web Sites: Univision 122 221 *31
Web Sites: Any Spanish Language Website 118 259 *51
Cable Services: Galavision 114 201 *54
Spanish Spoken at Home (most often or
other) 104 139 *106
Children
6 Months Total Other Nabisco Keebler
Child age: 6-11 years 111 117 *95
Cable Services: PBS Kids Sprout 112 *115 *161
Magazines: National Geographic
Kids 111 *67 *205
Cable Services: Nickelodeon 110 122 *145
11. Healthy Food Consumers:
Looking at Dannon’s Activa
HHI $150,000+ 128
HHI $75,000-$149,000 111
HHI $60,000- $74,999 103
HHI $50,000- $59,999 92
HHI $40,000-$49,999 108
HHI $30,000-$39,999 89
HHI $20,000- $29,999 89
HHI <$20,000 78
Age 18-24 56
Age 25-34 95
Women 18-34 102
Age 35-44 110
Women 18-49 110
Age 45-54 92
Age 55-64 113 Women 25-54 112
Age 65+ 111
12. Proposed Target Market
Women
Ages 45+
Household Income - $150K-160K
Treat Yourself to Health!
14. Our New Product – BelVita Indulgence
Same biscuits but with a drizzle of chocolate
• Infused with Vitamin D, Iron, and Calcium
• Fight osteoporosis, and anemia
Snack or breakfast food
• Heavy concentration on medical and health
characteristics
o Osteoporosis
• Very direct and targeted marketing
Treat Yourself to Health!
16. Objectives
• Introduce in Test Market January 2013
• Expand Q2 2013
• Launch National Q3 2013
• Target unserved demographics
• Shift focus of BelVita to health oriented
products for specific health related needs
Treat Yourself to Health!
17. Objectives
County
• Test in Monroe County, NY (Determine market response)
3-6 Month
• Successful pilot product
• National Launch with PR blitz
• Endorsements, sponsorships and partnerships
National (with expectations of Global)
• Establish "good-for-you" rather than "better-for-you“
• Increase perception of Nabisco as health oriented
Treat Yourself to Health!
18. Target Indulgence Customers
Primary
• Women 45+
• Prevent Osteoporosis
Secondary
• Working mothers 35-44
• Looking for a quick snack
Treat Yourself to Health!
19. Monroe County- Quick Facts
Population- 744,344
• Growth Rate- 1.2% (Over a 10 year period)
• More women (51.8%) than men (48.2%)
Ethnicity
• White -76.1%
• African American- 15.2%
• Hispanic- 7.3%
• Asian- 3.3%
• Reporting two or more ethnicities 2.6%
Treat Yourself to Health!
20. Monroe County – ESRI Profile
• Cozy and Comfortable
• Prosperous Empty Nesters
• Exurbanites
• City Dimensions
• Rustbelt Traditions
Treat Yourself to Health!
21. Monroe County – Prizm Profile
• Multi-Culti Mosaic
• Country Casual
• Pools and Patios
• Fast-Track Families
• City Roots
Treat Yourself to Health!
22. Why Monroe County?
Population
• Broome and Onondaga Counties
Characteristics
Financially Comfortable
Media
Treat Yourself to Health!
23. Product - Strategy
Appeal to older health conscious women
Fight Osteoporosis and anemia
Deliver health targeted snack that entices as a treat
Treat Yourself to Health!
24. Product - Tactics
Biscuit fortified with higher concentrations of:
• Fiber
• Energy sustaining carbohydrates
• Iron
• Calcium
• Vitamin D
Targeted Packaging
• Show health benefits right at POS
Treat Yourself to Health!
25. Placement - Strategy
Wide but conventional placement
Educate Customer at POS
Placement at both register and in isle
Placement with complementary goods
Treat Yourself to Health!
26. Placement - Tactics
Grocery Stores and Convenience stores
• Displays for education
• Promotional coupons and pricing
Women's boutique stores
• Attractive and educational displays
Treat Yourself to Health!
27. Promotion - Strategy
Promote BelVita line products
Promote awareness of health issues
Gain Influencer Awareness and Advocacy
Strategic Partnerships
Treat Yourself to Health!
28. Promotion - Tactics
Education
Relationship with AARP
• Direct communication with target market
• Increased product credibility
Relationship with Strong Memorial Hospital
• Potential advocacy from doctors or nurses
• Not a medical product but health benefits
Use of local media outlets
• Social media not a main concern
• Higher demographic traffic locally
Treat Yourself to Health!
30. Pricing - Strategy
Build Brand Awareness
Discounts and Packaging
Treat Yourself to Health!
31. Pricing - Tactics
Buy-One-Get-One promotion
• Exposure to both products
Distribution of coupons through AARP
Distribution of coupons in local newspapers
Treat Yourself to Health!
32. Event Timeline
Start
Packaging
and Monroe Regional National
Marketing Product Product Partnership Product
Collateral Launch Launch with AARP Launch
APRIL JUNE JAN APRIL JUNE
Start Talks with Engage NOF Ship Packaging
Start R&D
Orthopedic with NOF
Professionals Partnership
Treat Yourself to Health!