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Core competencies & business level strategy of pran rfl group.Rizwan Khan
A core competency is a concept in management theory introduced by, C. K. Prahalad and Gary Hamel. It can be defined as "a harmonized combination of multiple resources and skills that distinguish a firm in the marketplace". Core competencies fulfill three criteria: Provides potential access to a wide variety of markets.This is done through Business-level strategies. Business level strategies detail actions taken to provide value to customers and gain a competitive advantage by exploiting core competencies in specific, individual product or service markets.
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My group created an Integrated marketing strategy plan for Nike athletic shoes, based on the data collected from Nike 10K report, Statista, IBISWorld, and etc. in 2018. This slides include but not limited to industry analysis, market analysis, competition analysis, business analysis, recommendations for 2019.
One of the top toothpaste brands in Bangladesh, Close Up initially made its mark by uniquely focusing on freshness instead of germ protection like others in the market. In this presentation, we examine Close Up's brand positioning and elements and see how the consumer perceives the brand in relation with its competitors.
A presentation on LIFEBUOY which is based on some basic marketing strategies and how to acquire & retain customers through its uniqueness and attributes.
My group created an Integrated marketing strategy plan for Nike athletic shoes, based on the data collected from Nike 10K report, Statista, IBISWorld, and etc. in 2018. This slides include but not limited to industry analysis, market analysis, competition analysis, business analysis, recommendations for 2019.
One of the top toothpaste brands in Bangladesh, Close Up initially made its mark by uniquely focusing on freshness instead of germ protection like others in the market. In this presentation, we examine Close Up's brand positioning and elements and see how the consumer perceives the brand in relation with its competitors.
An IMC Plan for my Marketing Communication Project in Sunway College Johor Bahru (Aug - Dec 2010).
Completed in a team of 5, act as a Marketing Communication Manager in this Project.
Instructed by Mr. Peter Tan
Presentation
By Ashley Neo & JungHyuk Hong
[email protected][email protected]
INDEX
Introduction
The Brand
The Product
The Issues
Our Plan
Market Forces
Summary
01
02
03
04
05
01 BACKGROUND OF AXE
Mission Statement
“From the moment they wake up and get ready to the end of
a night out, AXE is there to give guys the confidence to look,
smell and feel their best.”
Axe Brand, Mission Statement.
Introduction
Known as Lynx in the United Kingdom, Ireland, Australia and New Zealand due to trademarking problems.
Male grooming Products
First conceived in France in 1983 by Unilever, a multinational consumer goods company from Anglo-Dutch roots.
Products
AXE is deodorant for men, sold by Unilever.
It was ranked top three best men’s deodorants in 2015 by the Men’s Health online magazine.
It is global brand that has presence in Europe, America and Australia.
Its target market is young men but has increased its reach more mature adults.
The products of AXE deodorant reduces body odor and increases freshness, especially when one fails to take a shower. AXE is in the form of a dry spray.
02 MARKET FORCE
Market Forces
Deodorant market has a steady growth and is fairly saturated.
The target market is constant because it targets mainly children reaching puberty.
Competition exists on value of the product and ability to fight odor thus increased price.
Deodorant industry in the US is dominated by Unilever.
Sales grew by 9% in 2015, hitting US$ 1.3 billion.
Market Force
Competition
Most of these are very fairly big brands and would offer competition to Unilever and its products.
They included:
Effects of Market Forces
AXE is compliant to FDA regulations because deodorants are categorized as drugs.
There has been increased push for organic products due to concerns of environmental effects of cosmetics.
Consumers have raised questions over health implications of using deodorants.
Customers are skeptical about sprays, which has not worked well in the US market.
The entrance of new players in the sector has led to the need to intensify marketing and improve product value to customers.
03 THE ISSUE
The Issue
Issue Identification
The Deodorant market targets young people around the age of puberty.
AXE has introduced brands that target more mature adults.
As of 2015, the population of Manhattan was dominated by people aged between 20 an 39 years.
12.1% are aged 25 and 29 years, who form the highest proportion of the population, followed by the people aged between 30 and 34 years who make up for 10.6%. Ages 35 to 39 years rank third with 8.0% of the population.
The proportion between men and women are almost equal
With a deodorant that can attract more mature adult men, there is potential in Manhattan.
This would need a clear marketing strategy since the population is objective, informed and would make choices carefully.
04 OUR PLAN
Plan
The strategies .
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