Canadean seminar closing remarks
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The document summarizes key points from a Canadean Congress on soft drink strategies. It discusses how demographic changes are influencing consumers and the beverage market. Millennials and baby boomers have different needs, and social media is increasing influence. Premiumization and democratization of products are trends in the industry. Revenue management, consolidation, and package innovation were also discussed as strategies. Questions were posed about the main opportunities for innovation, sources of growth, and potential for mergers between soft drink and beer companies.
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Significance of Content
Learners should strive to identify emerging trends in the marketplace through gaining an understanding of the numerous external forces that impact their business.
In their efforts to recognize Mainstream (broad-based) and cutting-edge, niche (localized trends) markets, learners recognize how they can proactively sculpt a competitive advantage through harnessing a company’s core capabilities.
These efforts help companies to capture market opportunities, spur innovation, and allow for better problem solving and decision-making.
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Learning Objectives
Upon completion of reading this chapter, the learner will be able to:
Recognize the significance of trends as a part of a successful strategic approach
Define the distinction between trends versus fads
Reiterate at least 3 beverage trends presented in class that connect with the students personal experience
Significance of Content
Learners strive to identify emerging trends in the marketplace through gaining an understanding of the numerous external forces that impact their business. In their efforts to recognize broad-based and localized trends, learners recognize how they can proactively sculpt a competitive advantage through harnessing a company’s core capabilities. These efforts help companies to capture market opportunities, spur innovation, and allow for better problem solving and decision-making.
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Originated from the storage of overripe and decaying fruits, honey and grains
Intentional production of beer and wine to the first civilization that arose around 8,000 years ago (approximately 6000 bce)
Mesopotamia and Egypt (largely corresponding to modern day Iraq)
The origin of distilled spirits is far more recent, and is traced to Middle East or China at about 700 CE
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3
Significant Beverages
Alcoholic based beverages (also referred to as “drinks”) are relatively distinguishable from one another, as they each look, smell, and taste quite different
Wine
Beer
Spirits and Liqueurs
Sake
Cider
Coffee
Tea
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Now many customers are at least as interested in the beverage professional as they had been the chef
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have had enough initial interaction with their target markets and industries, to have minimally consistent product or service and business concepts;
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Learners should strive to identify emerging trends in the marketplace through gaining an understanding of the numerous external forces that impact their business.
In their efforts to recognize Mainstream (broad-based) and cutting-edge, niche (localized trends) markets, learners recognize how they can proactively sculpt a competitive advantage through harnessing a company’s core capabilities.
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Upon completion of reading this chapter, the learner will be able to:
Recognize the significance of trends as a part of a successful strategic approach
Define the distinction between trends versus fads
Reiterate at least 3 beverage trends presented in class that connect with the students personal experience
Significance of Content
Learners strive to identify emerging trends in the marketplace through gaining an understanding of the numerous external forces that impact their business. In their efforts to recognize broad-based and localized trends, learners recognize how they can proactively sculpt a competitive advantage through harnessing a company’s core capabilities. These efforts help companies to capture market opportunities, spur innovation, and allow for better problem solving and decision-making.
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Consumption of alcohol began unintentionally around 10,000 years ago (approximately 8000 bce)
Originated from the storage of overripe and decaying fruits, honey and grains
Intentional production of beer and wine to the first civilization that arose around 8,000 years ago (approximately 6000 bce)
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Wine
Beer
Spirits and Liqueurs
Sake
Cider
Coffee
Tea
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1. The document defines marketing as managing profitable customer relationships by understanding customer needs and wants, creating value for customers, and building customer relationships.
2. It discusses the importance of a customer-driven marketing strategy and orientation, with a focus on customer satisfaction and lifetime value.
3. The marketing process involves understanding customers, designing strategies to attract and retain customers, and implementing marketing programs using the four Ps (product, place, price, promotion).
Unit 1 Defining Marketing And The Marketing Process To Post
1. The document defines marketing as managing profitable customer relationships by understanding customer needs and wants, creating value for customers, and building customer relationships.
2. It discusses the importance of a customer-driven marketing strategy and orientation, with a focus on customer satisfaction and lifetime value.
3. The marketing process involves understanding customers, designing strategies to create and capture value, and building relationships through marketing programs.
Importing, Exporting and SourcingWhat’s this chapter about
Importing, Exporting and Sourcing
What’s this chapter about?
Important aspects of importing, exporting and sourcing
Key influencers for import, export and sourcing decisions
Multinational vs. Global Strategy
Companies engaged in international business activities can approach the market using either a multinational or a global strategy.
Export selling vs. Export marketing
Multinational strategy
A strategy of adapting products and their marketing strategies in each national market to suit local preferences.
Global strategy
A strategy of offering the same products using the same marketing strategy in all national markets.
Benefits and Drawbacks
Multinational strategy
Benefits
Drawbacks
Global strategy
Benefits
Drawbacks
Monitor and respond quickly to changes in buyer preferences
Inability to exploit scale economies
Costs savings from scale economies
Knowledge sharing
Only simple modifications to product features can be implemented
The Exporter “Must Do” List
Gain in depth understanding of the target market.
Conduct marketing research and identify market potential.
Make strategic decisions concerning 4Ps (marketing mix).
Expanding the “Must Do” List
Logistics
Packaging, transportation, etc.
Legal Procedures
Contracts, customs procedures, tariffs, etc.
After-sales service
Product discontinuation, parts availability, product repair, etc.
Sales Promotions
Advertising
Foreign Market Intelligence
Competition
Government Influence on Trade
Governments have long intervened in the trade of goods and services for political, economic and cultural reasons.
Encouraging Exports
Subsidies, tax breaks, export financing, etc.
Discouraging Imports
Tariffs, quotas, embargo, local content requirements, etc.
Encouraging Exports (Example)
Encouraging Exports (Example)
Discouraging Imports
Can you think of examples?
Sourcing
What is sourcing?
What makes it so important?
In class discussion!
Factors that Affect Sourcing
Factory costs and conditions (land, labor, etc.)
Logistics
Infrastructure
Political risk
Exchange rates / currency convertibility
On Wednesday
Licensing, Investment, and Strategic Alliances (Part 1)
Segmenting, Targeting and Positioning
What’s this chapter about?
Important aspects of STP marketing
STP Marketing
Segmenting
Dividing a market based on demographics, lifestyles, behavioral measures etc.
Targeting
Selecting the most appropriate market(s)
Positioning
Target marketing messages using the 4Ps
Market Segmentation
Market segmentation is the division of consumer markets into meaningful and distinct groups.
Why is Market Segmentation important?
Marketers can better define consumer needs.
Decision makers can define objectives and allocate resources accurately.
Competitive advantage.
Segmentation Base …
is a group of characteristics that is used to assign segment members.
Demographics
Psychographics
Needs
Behavioral
Demographic ...
L'Oreal - Marketing Strategy
The document outlines a marketing strategy for Garnier to increase its brand presence in the Netherlands market. It recommends launching Garnier Synergie skin care products to target younger women while differentiating it from L'Oreal's Plénitude line. It also suggests reformulating L'Oreal Recital hair color to introduce a semi-permanent option and meet market demands. The implementation plan details preparing for the Synergie launch through advertising, promotions and expanding distribution. Risks are mitigated by positioning the brands for different demographics. Expected results include increased market share and profits for L'Oreal-Garnier in both skin care and hair color categories.
International marketing (6)
The document discusses several topics related to global marketing management including:
- In the 1970s-1990s, companies debated between standardization vs. adaptation and globalization vs. localization when expanding globally.
- Today, forward-looking companies are able to both standardize and localize simultaneously to different markets.
- When expanding to new global markets, companies must carefully evaluate and adapt their marketing mix, including their products, to the target country by considering cultural and regulatory differences.
- Maintaining high product quality is essential for success in competitive global markets.
Marketing Myopia
၂၀၁၅ခုႏွစ္၊ ေအာက္တိုဘာလ (၄)ရက္ေန႔၊ တနဂၤေႏြေန႔ ၊ UMFCCI မွာ "Marketing Myopia" ေခါင္းစဥ္ျဖင့္ က်င္းပျပဳလုပ္ခဲ့တဲ့ Better Future Better Myanmar 2015 စီးပြားေရးဆိုင္ရာ အခမဲ့ေဟာေျပာပြဲမ်ားရဲ႕ (၁၁)ၾကိမ္ေျမာက္ေဟာေျပာပြဲမွာ ပါေမာကၡေဒါက္တာ ေအာင္ထြန္းသက္ ေဟာေျပာခဲ့တဲ့ PowerPoint Slide
Sse Cola Wars Group8
The document discusses Porter's five forces analysis of the concentrate industry occupied by Coca-Cola and PepsiCo. It finds the industry has high rivalry between the two major competitors and barriers to entry. There are many potential substitute products and buyer power is high due to various retail channels. Regulations differ between countries, affecting business operations on a global scale.
Sustainable Sugar Cane Forum, December 4-5 2017
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Beauty in new luxury style final
Talk presented at the LuxePack New York show, May 2016. It looks at how the oft-quoted “Lipstick Effect” is only half true in today’s new luxury consumer market, as the status and prestige motivation for buying luxury brands is giving way to new drives and desires to buy luxury goods, most especially beauty.
Today’s affluent consumers are driven my new needs and desires to trade up to luxury brands, desires like:
Luxury for Me (Anti-status): Luxury isn’t about you, and what you think, but about me and who I am
Luxury of Discovery (Spread the word): Thrill of discovery anchors brand’s most powerful marketing tool — Word-of-mouth
Luxury of Simplicity (Simple elegance): It’s the KISS principle — Keep It Simple Stupid! – is valued. Embrace the concept of simple elegance.
This white paper explores each of these new luxury drivers and profiles brands that are using each to connect with today’s most profitable customers — the affluent.
The message: Luxury is a mindset, not a brand or a price point.
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Canadean seminar closing remarks
- 1. Sharing some chairman views on the Congress Pedro A.García CEO Itaca Alternative Consulting Madrid 17th-18th February
- 2. Canadean Congress: always an opportunity Anticipate trends Inspire innovation Reinforce networking Benefit from a wider perspective Canadean Strategy Seminar
- 3. From market share …to share of stomach …to share of pocket Canadean Strategy Seminar Beverage market
- 4. Demographic changes Millennials Vs. Baby boomers Choice increasingly complex Social media increasing influence Canadean Strategy Seminar Consumers
- 6. Premiumisation: small is sexy… how small? Package innovation Food engineering Premium HORECA showcase /Spirits´spirit Ingredients: in search of the magic formula? Is the experience, stupid! Soft Drinks Strategies
- 7. Democratization: emerging markets Born to be affordable Go to market distribution/Traditional trade Sugar not the problem but part of the solution Covering the whole production cycle Create and expand the market Put users dreams at the center Soft Drinks Strategies
- 9. Revenue management Implemented by brand (by package, 2nd best) • mainstream • affordable • premium Requires accurate route to market Consumer Occasion based Core strategy, not commercial tactics Soft Drinks Strategies
- 10. Consolidate Consolidate business Expand product portafolio Leverage financial muscle Buy winners in the right moment Manage integration challenge Soft Drinks Strategies
- 12. Questionnaire Canadean Soft Drink Strategy Congress
- 13. Question 1: Millennials vs Baby Boomers Questionnaire Canadean Soft Drink Strategy Congress Madrid February 17&18 In terms of consumer needs the biggest opportunity for beverage innovation in the next 5 years will come from… 80%
- 14. Questionnaire Canadean Soft Drink Strategy Congress Madrid February 17&18 Beverage innovation in the next 5 years will come mainly from… Question 2: Innovation
- 15. Question 3: Growth Soft drink Big Players (Coke, Pepsi, etc.…) growth will come mainly from…. Questionnaire Canadean Soft Drink Strategy Congress Madrid February 17&18
- 16. Question 4: Mergers Do you foresee any mergers between Soft Drinks and Beer global players in the next 5 years? Questionnaire Canadean Soft Drink Strategy Congress Madrid February 17&18
- 17. pedro@itacaalterna-veconsul-ng.com www.itacaalterna-veconsul-ng.com Pedro A. García Thanks for your contribu-on and a@en-on