Colgate Palmolive Kitchen Entrée mkt SLIDE PLANDavid Wong
Colgate plans to launch a new frozen food product called Colgate Kitchen Entrees. They will enter the large and profitable frozen food market. Their target markets are housewives and families as well as college students. Their marketing strategies will include promotional events at colleges and restaurants. They aim to differentiate themselves by focusing on quality, variety, and innovation. Their goals for the first year include increasing global sales by 25% and gaining market share from competitors like Nestle and Heinz. They will allocate most of their marketing budget in the first year to promotions in the third and fourth quarters.
This document discusses the personality profiles and brand relationships of three individuals - Jean, Karen, and Vicki. It analyzes their life stories and how they relate to the brands they use. Jean has close relationships with established, well-known brands that match her preference for certainty. Karen's brand relationships reflect her busy lifestyle and focus on convenience and cost. Vicki chooses brands that reflect her feminine personality and preference for purity.
Heineken is one of the world's leading beer brands with over 130 years of history. It aims to grow sustainably through innovation, efficiency, and focus on markets it can win. It faces challenges from industry maturation and consolidation. Heineken can grow in the US by increasing advertising of brands like Tecate and Dos Equis to young and Hispanic drinkers. Developing lower calorie beers also taps into growing consumer interests. Global expansion through acquisitions maintains competitiveness.
IKEA is the world's largest furniture retailer known for its Scandinavian style. It has over 300 stores globally and focuses on flat-pack, self-assembly furniture that is affordable. The document discusses IKEA's strong brand equity according to Keller's model, which includes high brand salience, strong performance in style/price, a welcoming image, customer feelings of satisfaction from DIY assembly, and loyalty programs. IKEA prevails through low-cost, customizable products and challenges industry norms.
Heineken needed to revitalize its brand image and global advertising efforts in the 1990s. It initiated Project Comet to enhance its image as the world's leading premium beer brand through advertising. Project Mosa then conducted focus groups in 8 countries to understand how customers viewed taste and friendship in relation to premium beers. The beer market was in different stages of development globally. Heineken produced 5.6 billion liters annually and generated €7.42 billion in sales from key regions in 1993. It recommended standardizing marketing communications under a global branding strategy to increase market share and lower costs across markets.
P&G has diverse product segments and a large customer base. However, profits declined 5.2% despite revenue growth. Competition is intense with Unilever and Johnson & Johnson. Opportunities exist in developing markets and new products. Threats include regulation and changing demand. P&G should focus on quality, innovation and developing markets to maintain market share against strong competitors.
Colgate Palmolive Kitchen Entrée mkt SLIDE PLANDavid Wong
Colgate plans to launch a new frozen food product called Colgate Kitchen Entrees. They will enter the large and profitable frozen food market. Their target markets are housewives and families as well as college students. Their marketing strategies will include promotional events at colleges and restaurants. They aim to differentiate themselves by focusing on quality, variety, and innovation. Their goals for the first year include increasing global sales by 25% and gaining market share from competitors like Nestle and Heinz. They will allocate most of their marketing budget in the first year to promotions in the third and fourth quarters.
This document discusses the personality profiles and brand relationships of three individuals - Jean, Karen, and Vicki. It analyzes their life stories and how they relate to the brands they use. Jean has close relationships with established, well-known brands that match her preference for certainty. Karen's brand relationships reflect her busy lifestyle and focus on convenience and cost. Vicki chooses brands that reflect her feminine personality and preference for purity.
Heineken is one of the world's leading beer brands with over 130 years of history. It aims to grow sustainably through innovation, efficiency, and focus on markets it can win. It faces challenges from industry maturation and consolidation. Heineken can grow in the US by increasing advertising of brands like Tecate and Dos Equis to young and Hispanic drinkers. Developing lower calorie beers also taps into growing consumer interests. Global expansion through acquisitions maintains competitiveness.
IKEA is the world's largest furniture retailer known for its Scandinavian style. It has over 300 stores globally and focuses on flat-pack, self-assembly furniture that is affordable. The document discusses IKEA's strong brand equity according to Keller's model, which includes high brand salience, strong performance in style/price, a welcoming image, customer feelings of satisfaction from DIY assembly, and loyalty programs. IKEA prevails through low-cost, customizable products and challenges industry norms.
Heineken needed to revitalize its brand image and global advertising efforts in the 1990s. It initiated Project Comet to enhance its image as the world's leading premium beer brand through advertising. Project Mosa then conducted focus groups in 8 countries to understand how customers viewed taste and friendship in relation to premium beers. The beer market was in different stages of development globally. Heineken produced 5.6 billion liters annually and generated €7.42 billion in sales from key regions in 1993. It recommended standardizing marketing communications under a global branding strategy to increase market share and lower costs across markets.
P&G has diverse product segments and a large customer base. However, profits declined 5.2% despite revenue growth. Competition is intense with Unilever and Johnson & Johnson. Opportunities exist in developing markets and new products. Threats include regulation and changing demand. P&G should focus on quality, innovation and developing markets to maintain market share against strong competitors.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
This document compares the brand strategies of Pepsi and Coke in India. It notes that Pepsi focuses more on being a youth and lifestyle brand, while Coke positions itself as more family-friendly. It also analyzes the companies' financial performance over 5 years, market share in India, and recommends strategies for Pepsi to increase sales in India by 10% such as CSR initiatives, festive offers, and price reductions.
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
- L'Oreal introduced their Plenitude skincare line in 1982 in France targeting modern women. It aimed to provide technologically advanced, high-end products at an accessible price point.
- When introduced in the US, Plenitude launched with 14 SKUs across 3 categories to recreate a department store experience in mass retail channels. However, after 9 years sales plateaued despite not being profitable.
- Acceptor/rejector studies in the US found that the L'Oreal brand attracted trial but Plenitude was unknown. Younger consumers found the formulas too heavy. The large product line was seen as overwhelming versus traditional brands like Oil of Olay.
The document discusses brand extension strategies used by Unilever. It defines brand extension as using an existing brand name to enter a new product category. Some key points:
1. Brand extension is a popular strategy that reduces new product costs and increases success probability by leveraging parent brand equity.
2. The brand extension process involves decisions around the parent brand, positioning, development, name selection, and sponsorship/advertising for the new product.
3. Successful extensions depend on maintaining a strong perceived fit between the parent brand and new product, while failures can dilute the parent brand image.
This presentation contains the following for Eileen Fisher, Retail Fashion Brand:
Problem Statement
Decisions to be Made
Company Introduction
POP and POD
Competitive Advantage
Brand Elements
Re-positioning Strategy
Keller Model
The document analyzes the Chase Sapphire Reserve credit card. It finds that the 100,000 point introductory sign-on bonus was a good investment for Chase as it will achieve a positive net present value within 6 years. However, to breakeven on costs, customers need to spend $1,408 annually on the card. The document recommends Chase reduce the intro bonus to 50,000 points, increase annual fees to match competitors, and lower the points redemption rate to 1.25x to improve profitability. It also suggests rejecting recent credit card applicants to reduce churners.
Corantor is a hi-tech global company with a traditionally low profile. Until recently, if you asked anyone if he knew the corantor brand name, the like hood was that he would say yes. However, he might not have known what Corantor provides in the way of its total product range, and might have associated the brand name and company with traditional technology.
The "Let's Make Things Better" global brand campaign has raised the corantor profile, and provided it with a more focused and distinctive personality.
From your point of view, what did corantor do to build its strong Brand and be well known by every one?
Not every product is a Brand. And your company has a lot of products to sell. Tell a success story from inside your company about turning, building, re-launching a brand what are the steps that were used towards this brand, or launch a new brand in to the market. And mention from your point of view and with understanding of the branding cycle what is/are the thing(s) that your company were missing that made this brand failing in the market, and what was the problem, and how did your company do to re-brand or re-launch it and made it a successful brand and be able to compete successfully in the market.
The debate about which to brand first the company or its brands, from your point of view supported by examples which comes first and why.
Also, tell us about your company and its Brands.
What did your company do to brand itself and what did it do to brand its products, and what are the positive things and negative things for branding itself first and if branding its products first.
Loreal in China: Strategies for the Yue Sai BrandAnkit Sen
L'Oreal acquired the Chinese skincare brand Yue Sai but has faced challenges in effectively positioning and marketing the brand. Some key issues include an uncertain business model, reduced brand visibility, and lack of motivation among L'Oreal employees in China. To address these, the document recommends that L'Oreal associate its name more closely with Yue Sai to increase brand awareness and customer acceptance. It also suggests strengthening promotions utilizing Chinese social media and traditional Chinese medicine values, while exploring new product categories and markets.
Colgate-Palmolive Company: The Precision ToothbrushJYOTI CHADHA
Colgate Palmolive was developing the Colgate Precision toothbrush, a technically innovative brush intended to outperform competitors. Testing found the brush more effectively removed plaque, especially at the gumline. However, its unusual design received mixed first impressions. The company considered niche or mainstream positioning. Niche positioning targeted gum disease prevention, while mainstream appealed more broadly. Concept tests showed claims of preventing gum disease drove greatest interest. An initial niche launch could later broaden if production increased. The "Precision" brand name was preferred to limit sales cannibalization of Colgate Plus.
The document analyzes the motorcycle industry and Ducati's position within it, discussing key segments, customers, technology, manufacturing, distribution channels, and competitors like Harley Davidson. It describes Ducati's turnaround under new leadership, focusing on improving products, engineering, and branding to grow market share beyond ultra-high performance bikes. Finally, it considers whether Ducati should expand into new segments like cruisers or maintain focus on its core high-performance brand and customers.
The document summarizes the cola wars between Coca-Cola and Pepsi from 2010. It provides histories of how each company was founded and evolved over time. Coca-Cola was formulated in 1886 and went public in 1919. Pepsi was created in 1893 and struggled before growing during the Great Depression. Both companies diversified their product lines beyond cola to respond to health concerns and a declining carbonated soft drinks market. They also expanded their international operations and adapted their strategies and relationships over time to remain competitive in the cola wars.
Dove is a skincare brand owned by Unilever that was launched in 1957. In the 1970s, Dove increased in popularity as a milder soap. In the 2000s, Dove launched campaigns promoting "real beauty" by featuring ordinary women. This helped shift perceptions of beauty away from unrealistic standards. Dove also began the Self Esteem Project in 2002 to help raise girls' self-confidence. Through its campaigns and focus on diversity, Dove has grown its brand value while also facing some controversies related to Unilever's other brands.
Sephora is doubling its marketing budget for new digital initiatives like social media, video, and mobile. It currently uses various touchpoints like stores, its website, Beauty Insider loyalty program, and shops within JCPenney. In 2010, its key marketing mix elements included print ads, direct mail, promotions, animations, email, search/display ads, and social media like Facebook, Beauty Talk, Twitter, and YouTube. It launched a mobile app but it had slow download issues and only supported iPhone. Sephora is exploring new opportunities like aggregators, collaborative relationships, and cross-branding as it seeks to define the optimal marketing mix and KPIs going forward.
A group case study project as part of the Marketing Management Post-Graduate course work exploring the acquisition of Snapple by Quaker and then Triarc.
PDB recently acquired Crescent Pure, an organic beverage. Sarah Ryan must decide how to position and market Crescent Pure in the next 6 weeks. The document analyzes positioning it as an energy drink, sports drink, or organic energy drink. It recommends positioning it as an organic energy drink to target the growing natural products market and differentiate from competitors. Crescent Pure already uses organic ingredients and consumer research showed people described it as natural and functional rather than as an energy or sports drink. Positioning it organically would allow them to hit a new market segment with their existing product.
Biopure Corporation faces a decision whether to launch its veterinary blood substitute product Oxyglobin to take advantage of a near monopoly and generate easy revenue, or postpone the launch until after its human blood substitute product Hemopure is established in the market. Oxyglobin would be the only animal blood substitute and has favorable market conditions for acceptance, allowing Biopure to set up distribution channels and build its brand in preparation for Hemopure. However, launching Oxyglobin risks detracting from efforts to introduce the more significant product Hemopure.
This document analyzes Colgate Palmolive's competitive position in the toothbrush market. It discusses the emergence of a super-premium category and increased consumer awareness of gum health. It evaluates positioning Colgate's new Precision toothbrush as either a niche or mainstream product. Marketing it as a mainstream brand could capture more market share but risk cannibalizing some Colgate Plus sales. A financial projection is provided comparing the positioning strategies over two years.
Marketing case study on procter & gamble (P&G)Rahbar Haque
Procter & Gamble (P&G) is an American multinational consumer goods corporation founded in 1837. It primarily specializes in cleaning agents and personal care products. P&G operates by continuously studying customer needs, investing in R&D to innovate products, ensuring high quality, reserving shelf space, and spending on advertising. It has a wide range of brands across categories like laundry, dish washing, hair care, and more. While P&G has had success, it faces threats such as heavy reliance on developed markets, imitable products, limited online presence, slowing dividend growth, and falling behind competitors in areas like sustainable development.
Module 5 The 5 Phases of New Product Development.pptxcaniceconsulting
NPD stands for New Product Development.
New food product development is the process that creates a new product, produces it, and brings it to market.
How does it differ from food reformulation?
Food reformulation changes the existing food products to meet the new demands.
Why do we need NPD?
To maintain or grow market share for food businesses/SMEs.
Nestlé is one of the world's largest food and beverage companies founded in 1866 in Switzerland. It produces a wide range of products from baby food to beverages to snacks. Nestlé employs over 340,000 people worldwide and had sales of over $92 billion in 2012. While Nestlé has strong brand recognition and distribution channels, it also faces threats from trends toward healthy eating and private label brands. The company aims to provide consumers with nutritious choices through extensive research and new product development.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
This document compares the brand strategies of Pepsi and Coke in India. It notes that Pepsi focuses more on being a youth and lifestyle brand, while Coke positions itself as more family-friendly. It also analyzes the companies' financial performance over 5 years, market share in India, and recommends strategies for Pepsi to increase sales in India by 10% such as CSR initiatives, festive offers, and price reductions.
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
- L'Oreal introduced their Plenitude skincare line in 1982 in France targeting modern women. It aimed to provide technologically advanced, high-end products at an accessible price point.
- When introduced in the US, Plenitude launched with 14 SKUs across 3 categories to recreate a department store experience in mass retail channels. However, after 9 years sales plateaued despite not being profitable.
- Acceptor/rejector studies in the US found that the L'Oreal brand attracted trial but Plenitude was unknown. Younger consumers found the formulas too heavy. The large product line was seen as overwhelming versus traditional brands like Oil of Olay.
The document discusses brand extension strategies used by Unilever. It defines brand extension as using an existing brand name to enter a new product category. Some key points:
1. Brand extension is a popular strategy that reduces new product costs and increases success probability by leveraging parent brand equity.
2. The brand extension process involves decisions around the parent brand, positioning, development, name selection, and sponsorship/advertising for the new product.
3. Successful extensions depend on maintaining a strong perceived fit between the parent brand and new product, while failures can dilute the parent brand image.
This presentation contains the following for Eileen Fisher, Retail Fashion Brand:
Problem Statement
Decisions to be Made
Company Introduction
POP and POD
Competitive Advantage
Brand Elements
Re-positioning Strategy
Keller Model
The document analyzes the Chase Sapphire Reserve credit card. It finds that the 100,000 point introductory sign-on bonus was a good investment for Chase as it will achieve a positive net present value within 6 years. However, to breakeven on costs, customers need to spend $1,408 annually on the card. The document recommends Chase reduce the intro bonus to 50,000 points, increase annual fees to match competitors, and lower the points redemption rate to 1.25x to improve profitability. It also suggests rejecting recent credit card applicants to reduce churners.
Corantor is a hi-tech global company with a traditionally low profile. Until recently, if you asked anyone if he knew the corantor brand name, the like hood was that he would say yes. However, he might not have known what Corantor provides in the way of its total product range, and might have associated the brand name and company with traditional technology.
The "Let's Make Things Better" global brand campaign has raised the corantor profile, and provided it with a more focused and distinctive personality.
From your point of view, what did corantor do to build its strong Brand and be well known by every one?
Not every product is a Brand. And your company has a lot of products to sell. Tell a success story from inside your company about turning, building, re-launching a brand what are the steps that were used towards this brand, or launch a new brand in to the market. And mention from your point of view and with understanding of the branding cycle what is/are the thing(s) that your company were missing that made this brand failing in the market, and what was the problem, and how did your company do to re-brand or re-launch it and made it a successful brand and be able to compete successfully in the market.
The debate about which to brand first the company or its brands, from your point of view supported by examples which comes first and why.
Also, tell us about your company and its Brands.
What did your company do to brand itself and what did it do to brand its products, and what are the positive things and negative things for branding itself first and if branding its products first.
Loreal in China: Strategies for the Yue Sai BrandAnkit Sen
L'Oreal acquired the Chinese skincare brand Yue Sai but has faced challenges in effectively positioning and marketing the brand. Some key issues include an uncertain business model, reduced brand visibility, and lack of motivation among L'Oreal employees in China. To address these, the document recommends that L'Oreal associate its name more closely with Yue Sai to increase brand awareness and customer acceptance. It also suggests strengthening promotions utilizing Chinese social media and traditional Chinese medicine values, while exploring new product categories and markets.
Colgate-Palmolive Company: The Precision ToothbrushJYOTI CHADHA
Colgate Palmolive was developing the Colgate Precision toothbrush, a technically innovative brush intended to outperform competitors. Testing found the brush more effectively removed plaque, especially at the gumline. However, its unusual design received mixed first impressions. The company considered niche or mainstream positioning. Niche positioning targeted gum disease prevention, while mainstream appealed more broadly. Concept tests showed claims of preventing gum disease drove greatest interest. An initial niche launch could later broaden if production increased. The "Precision" brand name was preferred to limit sales cannibalization of Colgate Plus.
The document analyzes the motorcycle industry and Ducati's position within it, discussing key segments, customers, technology, manufacturing, distribution channels, and competitors like Harley Davidson. It describes Ducati's turnaround under new leadership, focusing on improving products, engineering, and branding to grow market share beyond ultra-high performance bikes. Finally, it considers whether Ducati should expand into new segments like cruisers or maintain focus on its core high-performance brand and customers.
The document summarizes the cola wars between Coca-Cola and Pepsi from 2010. It provides histories of how each company was founded and evolved over time. Coca-Cola was formulated in 1886 and went public in 1919. Pepsi was created in 1893 and struggled before growing during the Great Depression. Both companies diversified their product lines beyond cola to respond to health concerns and a declining carbonated soft drinks market. They also expanded their international operations and adapted their strategies and relationships over time to remain competitive in the cola wars.
Dove is a skincare brand owned by Unilever that was launched in 1957. In the 1970s, Dove increased in popularity as a milder soap. In the 2000s, Dove launched campaigns promoting "real beauty" by featuring ordinary women. This helped shift perceptions of beauty away from unrealistic standards. Dove also began the Self Esteem Project in 2002 to help raise girls' self-confidence. Through its campaigns and focus on diversity, Dove has grown its brand value while also facing some controversies related to Unilever's other brands.
Sephora is doubling its marketing budget for new digital initiatives like social media, video, and mobile. It currently uses various touchpoints like stores, its website, Beauty Insider loyalty program, and shops within JCPenney. In 2010, its key marketing mix elements included print ads, direct mail, promotions, animations, email, search/display ads, and social media like Facebook, Beauty Talk, Twitter, and YouTube. It launched a mobile app but it had slow download issues and only supported iPhone. Sephora is exploring new opportunities like aggregators, collaborative relationships, and cross-branding as it seeks to define the optimal marketing mix and KPIs going forward.
A group case study project as part of the Marketing Management Post-Graduate course work exploring the acquisition of Snapple by Quaker and then Triarc.
PDB recently acquired Crescent Pure, an organic beverage. Sarah Ryan must decide how to position and market Crescent Pure in the next 6 weeks. The document analyzes positioning it as an energy drink, sports drink, or organic energy drink. It recommends positioning it as an organic energy drink to target the growing natural products market and differentiate from competitors. Crescent Pure already uses organic ingredients and consumer research showed people described it as natural and functional rather than as an energy or sports drink. Positioning it organically would allow them to hit a new market segment with their existing product.
Biopure Corporation faces a decision whether to launch its veterinary blood substitute product Oxyglobin to take advantage of a near monopoly and generate easy revenue, or postpone the launch until after its human blood substitute product Hemopure is established in the market. Oxyglobin would be the only animal blood substitute and has favorable market conditions for acceptance, allowing Biopure to set up distribution channels and build its brand in preparation for Hemopure. However, launching Oxyglobin risks detracting from efforts to introduce the more significant product Hemopure.
This document analyzes Colgate Palmolive's competitive position in the toothbrush market. It discusses the emergence of a super-premium category and increased consumer awareness of gum health. It evaluates positioning Colgate's new Precision toothbrush as either a niche or mainstream product. Marketing it as a mainstream brand could capture more market share but risk cannibalizing some Colgate Plus sales. A financial projection is provided comparing the positioning strategies over two years.
Marketing case study on procter & gamble (P&G)Rahbar Haque
Procter & Gamble (P&G) is an American multinational consumer goods corporation founded in 1837. It primarily specializes in cleaning agents and personal care products. P&G operates by continuously studying customer needs, investing in R&D to innovate products, ensuring high quality, reserving shelf space, and spending on advertising. It has a wide range of brands across categories like laundry, dish washing, hair care, and more. While P&G has had success, it faces threats such as heavy reliance on developed markets, imitable products, limited online presence, slowing dividend growth, and falling behind competitors in areas like sustainable development.
Module 5 The 5 Phases of New Product Development.pptxcaniceconsulting
NPD stands for New Product Development.
New food product development is the process that creates a new product, produces it, and brings it to market.
How does it differ from food reformulation?
Food reformulation changes the existing food products to meet the new demands.
Why do we need NPD?
To maintain or grow market share for food businesses/SMEs.
Nestlé is one of the world's largest food and beverage companies founded in 1866 in Switzerland. It produces a wide range of products from baby food to beverages to snacks. Nestlé employs over 340,000 people worldwide and had sales of over $92 billion in 2012. While Nestlé has strong brand recognition and distribution channels, it also faces threats from trends toward healthy eating and private label brands. The company aims to provide consumers with nutritious choices through extensive research and new product development.
Lindt & Sprungli was founded in 1845 and generated CHF 3.901 billion in sales in 2016, though it only possesses 5.1% of the global chocolate market. The document discusses Lindt & Sprungli's brand sales, main competitors, strengths as a high quality brand with variety, and weaknesses like high prices and limited availability. It also covers opportunities like market saturation and product extension, threats from health trends and competitors, and a PESTEL analysis. Recommendations include targeting consumers aged 20-30 and developing cereal bars to compete with Ferrero Rocher, the market leader. A marketing campaign for the cereal bars is proposed focusing on awareness, interest, evaluation, trial and adoption.
This marketing plan outline describes a company called Recipe Box that sells frozen ready-to-bake desserts. The plan aims to increase brand awareness and distribution methods. Recipe Box competes with other specialty desserts, frozen baked goods, local bakers, and cheaper convenience store options. Potential customers include baby boomers, millennials, and affluent households interested in specialty foods. The plan also identifies untapped online customers. Strengths include existing sales in Whole Foods and consumer base for baked goods, while weaknesses are lower brand awareness and reliance on outside companies. Opportunities lie in targeting specialty grocery stores. Threats include outside competition and unreliable production partners. The plan will develop positioning strategies and marketing mixes tailored for mill
Gray's Cookies is a family-owned brand known for its healthy, low-calorie cookies. While it has found success among health-conscious "proactive preventers", its awareness and sales among mainstream consumers remains low. This document outlines Gray's key issues, including the need to transition from a product-led to idea-led brand in order to connect more deeply with consumers and dominate the growing "good for you" cookie segment. It analyzes drivers like Gray's tasty products and brand health among early adopters, as well as inhibitors like weak advertising holding back awareness growth. The main challenge is how to increase Gray's appeal beyond its niche and lead its category.
This document outlines the steps in the product development process, including idea generation, concept development and testing, market strategy development, business analysis, product development, market testing, and commercialization. It discusses reasons for new product development like health issues, environmental concerns, convenience, and technological advances. It also covers consumer surveys, advertising effects, product life cycles, and strategies to boost sales at different stages of the cycle. Developing new products is important for business survival and maintaining a competitive advantage.
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.
Young Marketers Elite Development 4 - Assignment 2.1Anh Huynh
Knorr's strategic branding process involves understanding implicit requirements, developing a vision linked to business goals, and segmenting customers. It conducted stakeholder analysis to identify opportunities and issues in Vietnam's seasoning market. Knorr's brand promise was to provide natural, nutritious meals conveniently. Its positioning centered around delivering "rounded taste of love" through all-in-one seasonings. The brand personality aimed to be authentic, generous, and inspirational through simple, smart cooking ideas.
This document outlines a marketing plan for a new nutritional soft drink called Nutrisofta. It provides details on the product description, which is a low-carbonated drink containing vitamins, minerals and proteins. It then discusses performing a SWOT analysis, using a penetration pricing strategy, targeting teenagers and medium-aged adults, and distributing the product through retail stores in India. The overall goal is to develop a new brand and increase the company's market share through an integrated marketing approach.
- The document outlines a new social media and branding strategy for Nature Valley. It notes the current strategy is too focused on nature promotion and ignores products.
- The proposed strategy aims to promote products while still promoting sustainability. It will utilize influencers and focus on increasing brand reach, engagement, and loyalty through social media.
- The strategy identifies key digital goals of promoting products, increasing engagement, and improving consumer experience. It provides detailed plans and guidelines for social media channels to achieve these goals.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Oranges are one of the most popular fruits around the world. While they are delightful as a snack or as a recipe ingredient, for many Ghanaians, it is their juice that is most associated with good health, having a reputation for being an integral part of a healthy breakfast.Oranges are round citrus fruits with finely-textured skins that are, of course, orange in color just like their pulpy flesh
York Ice Cream is facing fierce competition in the ice cream market from established companies and new emerging brands. The market is segmented into premium, quality, normal, and economical tiers that are further divided. York's strategy includes co-branding to gain brand awareness, expanding into the novelty ice cream segment which remains popular, and franchising to gain marketing support and speed to market. New trends include healthier options, real sugar, artisanal flavors, and alcohol-infused ice creams. York will also focus on engaging customers through in-store events and empowering them to create their own ice cream.
FMK Strategy Final S16_Havern-Kavanagh-Lyons-Obrien-PizzutaMegan Kavanagh
The document outlines a marketing plan for Chips Ahoy! cookies to address declining sales. It identifies issues like the brand not meeting dietary needs. The objective is to create innovative cookie versions that fit dietary restrictions. Strategies include developing gluten-free and low-sugar options. Tactics involve using shelf talkers, in-store sampling, and social media campaigns to promote the new products and alter perceptions of cookies being unhealthy. The goal is to enhance the brand image and increase sales by satisfying consumers' preferences.
Permaculture Propaganda: A Crash Course in Marketing, Brand Development, Prod...DiegoFooter
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A new product development for the brand Pepsico is created in order to create a product which is more healthier than the current product range of snacks & other eateries of Pepsico.
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
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7. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Brand Identity
3. Colgate Personal Care Products
Colgate being a subsidiary of
Colgate Palmolive its Home and
Personal care products are
marketed by the brand name of
Palmolive
The products marketed are:
- Shower Gels
- Bath Soaps
- Liquid Hand washes
- Bath Foams
- A Range of men‟s shaving products
9. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
The product
“Colgate’s Kitchen Entrees”
Launch date: 1982
The idea: Capitalize on the popular Colgate brand to sell a new line of
frozen dinners. The idea must have been that consumers would eat their
Colgate meal, then brush their teeth with Colgate toothpaste.
The problem: The trouble was that for most people the name Colgate
does not exactly get their taste buds tingling. This not only failed to draw
customer attention, but also reduced its sales of toothpaste.
13. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Market of ready-meal
Consumer trends
1. More women working, loss of cooking skills
2. Demographics and household size
3. Breakdown of the family meal with more individual
lifestyles
4. Income growth
See other information about the market and the environment analysis in appendices 1-2
14. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Competitors analysis
Direct Market Competitors
Branded and own-brand frozen ready meals are available
Own-Brand frozen ready meals :Brand frozen ready meals :
-Sharwood’s, Green Isle Foods ,The Country
Cooking, Company, Dawn Fresh Foods, Walsh
Family Foods and Cappoquin Chickens, Silver Hill
Foods, Capital Foods
15. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Competitors analysis
Direct Market Competitors : 2 examples
Bird’s Eye (Brand)
Wide range of breakfast, lunch & dinner
Main media:Television & Bill boards
Messaging: Its dinner time
Tesco (own brand supermarket)
Good food with a low price
Main media : Television & Printing ad
Messaging: Every little helps
16. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Competitors analysis
Indirect Market Competitors
There are the competitors who have different products but the
customers are same:
– Restaurant
– Fast food : burger king, subway…
– Canned/Preserved Ready Meal
– Chilled Pizza/ Chilled Ready Meals
– Dinner Mixes/ Dried Ready Meals
– Prepared Salads
See other information about competitors environment in appendix 3
19. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Objectives
1. Cognitive:
– Inform consumers about our new product and our positioning
– Indicate advantages, benefits and originality of our product‟s range
– Help consumers to recognize the product‟s range
2. Affective:
– Create a good feeling in the mind of our consumers
– Install at the target, an image in accordance with an advertising positioning
3. Conative:
– Attract the target on the point of purchase
20. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Targets
Core target
• Mothers who have youngest children 6 or over,
with financial position better, who work and
have no time to cook, who prize health and
quality especially in food (customer)
Primary target
• Family with two or one parents,
parents who work and don’t have
time to cook, who prize health and
quality especially in food
Secondary target
•young single people not living
with parents or children,
32. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Actions/ Tools
Celebrity endorsement : Rachel Allen
To generate actual purchase
behavior and to promulgate the
new brand image
•Where: in advertising
•Who: Rachel Allen, an Irish
Celebrity Chef known for her work
on television and as a writer. She
represents the target.
33. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Actions / Media
Television advertisements - Prime time (30 sec)
RTE News, CNN News: the ad will be shown in the
mornings when working people usually leave scan
the news before leaving for work and in the
evenings when they come back from work and
usually have free time to relax.
RTE One and RTE Two : they are the
most popular channels in Ireland
Nickelodeon : it’s a kids channel and working
mothers usually spend time with their children
watching television.
34. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Actions / Media
Storyboard for the TV ad
A working mother (Rachel Allen) is sitting in her office and is almost getting
prepared to leave for home. She is worried, irritated and tired. She is thinking
about how tough and tiring it would be for her go back home after a tough day
and having to cook for her family. She is thinking about it all the way how her
husband and her kids will be screaming and frustrated at being hungry. She
reaches home, opens the door and heats up “Family Gourmet” inspired by
Colgate. Her husband and her kids are happily enjoying their meal. The frozen
ready meal is on the table next to the microwaves. Product slogan comes on the
screen.
36. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Actions / Media
Magazines which target working women
Positive Life- Nearby one of the major articles in the magazine (three-monthly)
Easy Health- On the front page of this magazine , since our product is health oriented
and people usually take their eating preferences by referring to it (monthly)
Red magazine- It is a women’s special magazine (monthly)
Women and Home- A popular Irish magazine (monthly)
38. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Actions / Media
Billboards
Billboards with the product slogan and picture will be strategically places
across
Where:
•The city centre
•Near all Retailing Units
•On major motoring highways where it will be visible while driving down.
•On Major buses with routes around the city.
•Nearby corporate offices.
42. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Actions/ Digital Package
Digital: website & social network
• Where: Thanks to our own website
www.familygourmetbycolgate.ie and our Facebook page
“Family Gourmet inspired by Colgate”
To question a nutritionist about our frozen ready meal and to
give nutrition information to consumers affective objective
43. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Actions / Digital Package
Digital : free app
To accompany women throughout the day for they remember
the brand
• Where: free apps on Smartphone
downloadable from the website
• What: an electronic calendar where
women can write their family tasks
for each day
44. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Actions / Digital Package
Newsletters
To bring nutrition information to our
target access on “Family Gourmet”
inspired by Colgate and the family
• Where and when: Thanks to a
three-monthly newsletter send our
target and available on the website.
•What: the newsletter present our
product
46. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Actions/ Tools
Contest
To participate in a draw after answering 3 questions on nutrition
• Where: thanks to the Facebook page and our website
Information of the game relayed on the packaging
•Who: women/moms
•For what: to win a body care/ relax care
•Good way to complete the database
Special Mother’s Day
48. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Actions/ Tools
Contest: compose the new recipe
To involve consumers
• What: to compose the new recipe of ready meal “Family
Gourmet”. The 3 best recipes selected by Colgate will be
propose on the facebook page where fan could be vote for their
favorite.
•Who: family game
•For what: to win a travel and one year of “Family Gourmet”
products
51. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Actions/ Tools
Discount voucher online
To get a database
• Where: on our website : www.familygourmetbycolgate.ie ,
customers
•How: on the packaging of “Family Gourmet” product,
customers are invited to join us in our website to receive a
discount voucher They have to complete information about
us.
53. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Annual media planning
Stage 1: Awareness / Inform consumers and make know
the “Family Gourmet” inspired by Colgate
Media Name September October November December
TV (30s) RTE One/ Two
RTE News/ CNN News
Nickelodeon
Magazines Positive life (3-monthly) X X X X
Easy Health (monthly) X X
Red magazine (monthly) X X
Women and home (monthly) X X
Radio RTE Radio One
RTE Two FM
Billboards On bus
Urban / city
Internet Banners on blog and website related with food
Digital package website, social network, apps, newsletter
Public Relation press conference, report
In-store point of purchase and packaging
Sampling
Celebrity endorsment Rachel Allen
54. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Annual media planning
Stage 2: Bonding / Create a good feeling in the mind of
our consumers and attract them
Media Name January February March April
TV (30s) RTE One/ Two
RTE News/ CNN News
Nickelodeon
Magazines Positive life (3-monthly) X X X X
Easy Health (monthly) X X X
Red magazine (monthly) X X X
Women and home (monthly) X X X
Radio RTE Radio One
RTE Two FM
Billboards On bus
Urban / city
Internet Banners on blog and website related with food
Digital package website, social network, apps, newsletter
Contest: Mother's Day
Sponsorship The programme Discovery Health
Celebrity endorsment Rachel Allen
55. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Annual media planning
Stage 3: Purchase / Attract the target on the point of
purchase
Media Name May June July August
Internet Banners On blog and website related with food
Digital package
Website, social network, apps,
newsletter
Contest: new recipe
Events Irish Food festival and Taste Festival X x
Discount voucher
online
Celebrity endorsment Rachel Allen
See the complete media-planning in appendix 5
59. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Evaluation/Control
1. Registration on the website to participate at our contest : “compose the new recipe”
Data base
2. Send the Newsletter at our data base and invite us to participate at ours contests
3. Comments in the social network how people feels with the product (complaints,
thanks…)
4. Freefone ® number
Stage 1: Awareness / Inform consumers and make know the “Family
Gourmet” inspired by Colgate
Stage 2: Bonding / Create a good feeling in the mind of our consumers
and attract them
1. Number of visit on our website and number of fans on our facebook page
2. Registration on the website to have discount, samples, newsletter, apps
Data base
60. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
Evaluation/Control
Stage 3: Purchase / Attract the target on the point of purchase
1. Customers survey about why they buy the product, what they think about,
period, quantity….
Available and send: facebook, data base, newsletter, website
2. Number of discount vouchers used
3. Study if our commercial operation permitted to increase sale
More sells after an operation ?
Look on number of sells
62. Reference List
-Euromonitor (2011) „Ready meals in Ireland”, Euromonitor. Available at:
http://www.euromonitor.com/ready-meals-in-ireland/report (Accessed: 03 March 2013)
-Datamonitor (2011) “Ready meals market in Ireland to 2014?”, Datamonitor. Available at:
http://www.datamonitor.com/store/Product/ready_meals_market_in_ireland_to_2014?productid=DBCM877
9 (Accessed: 03 March 2013)
- http://www.colgate.co
-Henchion (no date) “Ready meals: The Revolution in Convenience”, Marketing Group, The National Food
Centre [online] (Accessed: 04 March 2013)
-Haig, M. (2003) Brand failures : the truth about the 100 biggest branding mistakes of all time. London:
Kogan Page Ltd.
-http://www.surveymonkey.com/mp/lp/freesurveys-1/