Product & Brand Management V2
We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: 9971223030
Product & Brand Management
We Also Provide SYNOPSIS AND PROJECT.
Contact www.kimsharma.co.in for best and lowest cost solution or
Email: amitymbaassignment@gmail.com
Call: 9971223030
MARKETING PLAN OF HOT ICE TEA BY SHAYAN MAQSOODshayanmaqsood
Hot Ice Tea is a new ready-to-drink tea product being introduced by Pepsi. It can be served hot or cold, making it convenient to drink throughout the year. The product will target health-conscious consumers and those seeking convenience. Pepsi has strong distribution capabilities and will position Hot Ice Tea as the only ready-to-drink product that can be served hot or cold. The main competitors will be other tea and functional drink brands, though Hot Ice Tea occupies an untapped segment as a ready-to-drink product that bridges hot and cold offerings.
This marketing plan proposes introducing a new ready-to-drink bubble tea product called "Bubble Buzz" to be launched by The Coca-Cola Company. The plan analyzes market trends showing growth in the functional drink segment. It identifies the product's strategic role in strengthening Coca-Cola's portfolio and target market as adventurous Generation Y consumers. Competition in the functional drink and bubble tea markets is examined, along with barriers to a successful product launch. The marketing strategies aim to achieve forecasted sales growth and profits by capturing market share in this new beverage category.
This document provides a semester report for an advertising plan for a new Lipton tea product called Bushells Tea. It includes an introduction to Lipton as a company, a situational analysis covering the advertising problem and opportunities, key planning decisions around objectives, targeting, and competitive advantage. It then discusses implementation, evaluation through surveys and testing, and provides a detailed budget breakdown allocating funds across various media. The creative strategy focuses on developing the new name and presenting product facts, while the media strategy proposes using newspaper, direct mail, and other avenues to generate awareness of the new Bushells Tea product.
This document provides an overview of the marketing strategy for Alokozay Tea in Pakistan. It discusses Alokozay's background, products, positioning, pricing, distribution, promotion, competitors, product lifecycle, challenges, opportunities, and proposed strategies. The key points are that Alokozay aims to establish itself in Pakistan through affordable pricing, natural products, and targeting schools, offices, and housewives. It faces challenges gaining market share from established competitors but sees opportunities in its natural products without artificial colors.
Market Plan for Tata Beverages - Tetley Energy DrinkPrajakta Talathi
The document provides a marketing plan for launching Tetley Energy Drink in the Australian market. It includes an executive summary and table of contents. The situational analysis covers organizational competencies, PESTLED analysis of Australia, market analysis using Porter's 5 forces, and analysis of customers, competitors and the energy drink market. It outlines marketing goals and objectives, target market, marketing strategy and mix. The plan also includes communication plans, forecasts, budgets, implementation and evaluation sections.
Market segmentation and strategies that could be used by the hershey companyVictoria Rock
The document discusses market segmentation strategies that could be used by The Hershey Company for their chocolate bars. It identifies several potential market segments for Hershey, including promoting the health benefits of dark chocolate to adults. The target market analysis explores opportunities in health trends and specialized holiday products. To compete with major brands like Mars and Cadbury, the document recommends Hershey differentiate its products through new flavors and positioning statements emphasizing quality and customer benefits.
Product & Brand Management
We Also Provide SYNOPSIS AND PROJECT.
Contact www.kimsharma.co.in for best and lowest cost solution or
Email: amitymbaassignment@gmail.com
Call: 9971223030
MARKETING PLAN OF HOT ICE TEA BY SHAYAN MAQSOODshayanmaqsood
Hot Ice Tea is a new ready-to-drink tea product being introduced by Pepsi. It can be served hot or cold, making it convenient to drink throughout the year. The product will target health-conscious consumers and those seeking convenience. Pepsi has strong distribution capabilities and will position Hot Ice Tea as the only ready-to-drink product that can be served hot or cold. The main competitors will be other tea and functional drink brands, though Hot Ice Tea occupies an untapped segment as a ready-to-drink product that bridges hot and cold offerings.
This marketing plan proposes introducing a new ready-to-drink bubble tea product called "Bubble Buzz" to be launched by The Coca-Cola Company. The plan analyzes market trends showing growth in the functional drink segment. It identifies the product's strategic role in strengthening Coca-Cola's portfolio and target market as adventurous Generation Y consumers. Competition in the functional drink and bubble tea markets is examined, along with barriers to a successful product launch. The marketing strategies aim to achieve forecasted sales growth and profits by capturing market share in this new beverage category.
This document provides a semester report for an advertising plan for a new Lipton tea product called Bushells Tea. It includes an introduction to Lipton as a company, a situational analysis covering the advertising problem and opportunities, key planning decisions around objectives, targeting, and competitive advantage. It then discusses implementation, evaluation through surveys and testing, and provides a detailed budget breakdown allocating funds across various media. The creative strategy focuses on developing the new name and presenting product facts, while the media strategy proposes using newspaper, direct mail, and other avenues to generate awareness of the new Bushells Tea product.
This document provides an overview of the marketing strategy for Alokozay Tea in Pakistan. It discusses Alokozay's background, products, positioning, pricing, distribution, promotion, competitors, product lifecycle, challenges, opportunities, and proposed strategies. The key points are that Alokozay aims to establish itself in Pakistan through affordable pricing, natural products, and targeting schools, offices, and housewives. It faces challenges gaining market share from established competitors but sees opportunities in its natural products without artificial colors.
Market Plan for Tata Beverages - Tetley Energy DrinkPrajakta Talathi
The document provides a marketing plan for launching Tetley Energy Drink in the Australian market. It includes an executive summary and table of contents. The situational analysis covers organizational competencies, PESTLED analysis of Australia, market analysis using Porter's 5 forces, and analysis of customers, competitors and the energy drink market. It outlines marketing goals and objectives, target market, marketing strategy and mix. The plan also includes communication plans, forecasts, budgets, implementation and evaluation sections.
Market segmentation and strategies that could be used by the hershey companyVictoria Rock
The document discusses market segmentation strategies that could be used by The Hershey Company for their chocolate bars. It identifies several potential market segments for Hershey, including promoting the health benefits of dark chocolate to adults. The target market analysis explores opportunities in health trends and specialized holiday products. To compete with major brands like Mars and Cadbury, the document recommends Hershey differentiate its products through new flavors and positioning statements emphasizing quality and customer benefits.
Starbucks: Expanding Into India, Case StudyBCronin2
This is a case study conducted for a Strategic Management course.
This plan follows Starbucks Coffee Company's decision to expand into India. Examples of Environmental Scanning, Strategy Formulation, Strategy Implementation, and Evaluation & Control are included in this document, along with an ultimate recommendation to Starbucks.
Comprehensive advertising and promotion plan to position the first-ever Lipton Sparkling Green Tea, a new ready-to-drink blend of green tea, in the United Dairy Farmers stores of central Ohio.
Tata Tea is India's largest tea brand owned by Tata Global Beverages. It has a presence in 40 countries and owns 27 tea estates in India. The company has five major brands in the Indian market. Its marketing objective is to increase sales by Rs. 900 crore for 2007-08 and increase profits by 30% by decreasing operational costs through new technologies. The company's Marcom plan targets middle and upper-middle income households through advertising on TV, print and point-of-purchase material with the goal of making Tata Tea the number one brand in India.
This document provides an overview and analysis of Unilever's Lipton tea brand in Pakistan. It includes Lipton's vision, mission, history in Pakistan, product portfolio, segmentation, competition analysis, SWOT analysis, and matching stage analysis including EFE, IFE, and SWOT matrices. The document aims to provide strategic recommendations for Lipton to achieve its long-term objectives in the Pakistani tea market.
The document proposes a marketing campaign for the Korean skincare brand Sulwhasoo aimed at Caucasian women ages 35-50 in New York City. The campaign would promote Sulwhasoo's herbal medicinal ingredients and Korean wisdom through events, print advertisements, social media, and search engine marketing. The $300,000 budget aims to increase sales, brand awareness, customer knowledge and loyalty within the target market over the course of the campaign.
This document summarizes Lipton Iced Tea sales performance and recommendations for the East division. It finds that LIT is outperforming competitors but opportunities exist to close distribution gaps, determine the right product assortment, and activate new packages like the jug. Recommendations include improving distribution, setting merchandising standards, and competitively pricing the new jug package to drive sales.
Starbucks Corporation entered the Indian market in 2012 through a 50-50 joint venture with Tata Global Beverages called Tata Starbucks. The coffee market in India is growing rapidly but remains fragmented with no clear leaders. Starbucks faces both opportunities and challenges in India, including risks associated with foreign exchange rates, political and legal instability, cultural differences, and strong existing competitors in the domestic coffee market. To be successful, Starbucks must understand Indian consumer preferences for healthiness and customize its menu and store experience while maintaining its global brand standards.
Coffee Chug
Group 2
Leader:
Teodocio, Ryan Apollo V.
Members:
Alvarez, Justine Erika S.
Celerio, Rachelle May B.
Compentente, Keiz Anne
Revidad, Jacob D.
Sarmogenes, Rachelle Marie O.
This document provides a marketing plan for Lipton Ice Tea. It begins with an analysis of the tea industry, noting that the market has grown significantly in recent years due to consumer demand for convenience and the positive health press surrounding tea. It then discusses Lipton's brand history and current product lines. The target customers for Lipton Ice Tea are identified as health-conscious consumers and those with busy, on-the-go lifestyles. Finally, it outlines Lipton's brand positioning focusing on its teas providing a great taste and being healthy with antioxidants.
Trader Joe's is considering expanding into Japan and Australia. It has several strengths that could enable successful expansion into these markets, including unique product offerings, affordable prices, and a strong brand reputation emphasized through its Fearless Flyer newsletter. Both Japan and Australia represent opportunities for growth due to similarities with Trader Joe's culture and consumer demand for high quality, healthy products. The document provides a background on Trader Joe's business model and a SWOT analysis to evaluate expansion opportunities and challenges in Japan and Australia.
This document provides a strategic analysis of the joint venture between Tata Global Beverages and Starbucks Coffee Company to operate Starbucks cafes in India under the name "TATA Starbucks Limited". It includes a situational analysis of the Indian coffee market opportunity, Starbucks' strategic intent to replicate success in China. A SWOT analysis, PESTEL analysis, Porter's Five Forces analysis, market analysis using Aaker's 7 dimensions, and analysis of competitors like Cafe Coffee Day are also provided. The executive summary evaluates the viability of the strategic alliance between the two companies.
Business analysis and strategy recommendation of jucCharlie Chen
In this case study and strategy recommendation document the author use the knowledge and methodologies learned in the managerial marketing course of (EMBA) to analyze the position dilemma that Just Us! Cafes (JUC) is facing and help the management team of the organization addressing some of its burning issues. By leveraging analytical tools and framework learnt from the course the author able to produce a competitive, sustainable strategy for the business.
This Presentation is made by student of
ASA University Bangladesh.
Its a presentation of cold coffee. it is a product from our imagination company ATMM Company.
This document provides a SWOT analysis and marketing mix for Mohani Tea, an Indian tea company. It begins with an overview of the global and Indian tea markets. It then analyzes Mohani Tea's strengths, weaknesses, opportunities, and threats. Mohani Tea's marketing mix is also examined, including its product line, pricing strategy, distribution channels, and promotional activities. The document concludes by recommending that Mohani Tea focus on expanding its distribution network in new markets, offer competitive prices and deals to attract customers, and increase advertising to build its brand against competitors.
The document provides information on the Asia Brand Footprint 2020 report, which ranks the most chosen consumer brands in Asia. It discusses trends in consumer behavior in Asia in 2019, including health, convenience, digitalization, value for money, and diversification. It also outlines five key levers brands can use to drive growth in line with these trends: meeting new needs, creating more moments of consumption, entering new categories, targeting more consumer groups, and increasing brand presence. The document then provides overviews of the top brands and analysis in key Asia markets like China, Indonesia, Korea, and others.
The document provides an overview of Starbucks' history, culture, operations, and employee programs. It discusses how Starbucks was founded in 1971 and has since expanded globally. It also summarizes Starbucks' focus on cultural diversity and inclusion, talent staffing and development, and community involvement through philanthropic initiatives. Starbucks aims to create an empowering work environment for employees while respecting local cultures as it continues to grow internationally.
This document discusses strategies for marketing in a global environment. It explains that companies must understand local social and cultural elements to succeed overseas. Tailoring products to local needs and becoming part of the local culture helps brands break into new markets while maintaining their authenticity. Successful companies delicately balance local adaptation with preserving their core brand identity. The document provides examples of companies like PepsiCo, L'Oreal, and automakers that have effectively tailored their offerings for different cultures without compromising their brands. Maintaining this balance of local relevance and global consistency is key to marketing successfully on a global scale.
“Dealarship satisfaction” (with reference to pearal bottling pvt ltd)RajeevTripathi44
Marketing management focuses on satisfying consumer needs through the coordination of product, price, place, and promotion. It relies on understanding psychological and physical factors that influence consumer demand. Marketing managers are responsible for influencing the level, timing, and composition of customer demand. Their goals include discovering consumer needs and wants, fulfilling demands through product design and distribution channels, and motivating customers through promotional strategies. In summary, marketing management puts marketing concepts into action to achieve organizational goals.
This document discusses how understanding consumer behavior and market segmentation can provide opportunities for an Australian exporter entering the Chinese market. It analyzes demographic and behavioral theories of segmentation and how they differ between China and Australia. Specifically, it examines life expectancy, income gaps, brand loyalty, preferences for quality and status, to identify opportunities like targeting older consumers or adapting marketing strategies for rural vs. urban areas. The conclusion states that properly applying consumer behavior and market segmentation research can help reduce risks when exporting to China.
Starbucks: Expanding Into India, Case StudyBCronin2
This is a case study conducted for a Strategic Management course.
This plan follows Starbucks Coffee Company's decision to expand into India. Examples of Environmental Scanning, Strategy Formulation, Strategy Implementation, and Evaluation & Control are included in this document, along with an ultimate recommendation to Starbucks.
Comprehensive advertising and promotion plan to position the first-ever Lipton Sparkling Green Tea, a new ready-to-drink blend of green tea, in the United Dairy Farmers stores of central Ohio.
Tata Tea is India's largest tea brand owned by Tata Global Beverages. It has a presence in 40 countries and owns 27 tea estates in India. The company has five major brands in the Indian market. Its marketing objective is to increase sales by Rs. 900 crore for 2007-08 and increase profits by 30% by decreasing operational costs through new technologies. The company's Marcom plan targets middle and upper-middle income households through advertising on TV, print and point-of-purchase material with the goal of making Tata Tea the number one brand in India.
This document provides an overview and analysis of Unilever's Lipton tea brand in Pakistan. It includes Lipton's vision, mission, history in Pakistan, product portfolio, segmentation, competition analysis, SWOT analysis, and matching stage analysis including EFE, IFE, and SWOT matrices. The document aims to provide strategic recommendations for Lipton to achieve its long-term objectives in the Pakistani tea market.
The document proposes a marketing campaign for the Korean skincare brand Sulwhasoo aimed at Caucasian women ages 35-50 in New York City. The campaign would promote Sulwhasoo's herbal medicinal ingredients and Korean wisdom through events, print advertisements, social media, and search engine marketing. The $300,000 budget aims to increase sales, brand awareness, customer knowledge and loyalty within the target market over the course of the campaign.
This document summarizes Lipton Iced Tea sales performance and recommendations for the East division. It finds that LIT is outperforming competitors but opportunities exist to close distribution gaps, determine the right product assortment, and activate new packages like the jug. Recommendations include improving distribution, setting merchandising standards, and competitively pricing the new jug package to drive sales.
Starbucks Corporation entered the Indian market in 2012 through a 50-50 joint venture with Tata Global Beverages called Tata Starbucks. The coffee market in India is growing rapidly but remains fragmented with no clear leaders. Starbucks faces both opportunities and challenges in India, including risks associated with foreign exchange rates, political and legal instability, cultural differences, and strong existing competitors in the domestic coffee market. To be successful, Starbucks must understand Indian consumer preferences for healthiness and customize its menu and store experience while maintaining its global brand standards.
Coffee Chug
Group 2
Leader:
Teodocio, Ryan Apollo V.
Members:
Alvarez, Justine Erika S.
Celerio, Rachelle May B.
Compentente, Keiz Anne
Revidad, Jacob D.
Sarmogenes, Rachelle Marie O.
This document provides a marketing plan for Lipton Ice Tea. It begins with an analysis of the tea industry, noting that the market has grown significantly in recent years due to consumer demand for convenience and the positive health press surrounding tea. It then discusses Lipton's brand history and current product lines. The target customers for Lipton Ice Tea are identified as health-conscious consumers and those with busy, on-the-go lifestyles. Finally, it outlines Lipton's brand positioning focusing on its teas providing a great taste and being healthy with antioxidants.
Trader Joe's is considering expanding into Japan and Australia. It has several strengths that could enable successful expansion into these markets, including unique product offerings, affordable prices, and a strong brand reputation emphasized through its Fearless Flyer newsletter. Both Japan and Australia represent opportunities for growth due to similarities with Trader Joe's culture and consumer demand for high quality, healthy products. The document provides a background on Trader Joe's business model and a SWOT analysis to evaluate expansion opportunities and challenges in Japan and Australia.
This document provides a strategic analysis of the joint venture between Tata Global Beverages and Starbucks Coffee Company to operate Starbucks cafes in India under the name "TATA Starbucks Limited". It includes a situational analysis of the Indian coffee market opportunity, Starbucks' strategic intent to replicate success in China. A SWOT analysis, PESTEL analysis, Porter's Five Forces analysis, market analysis using Aaker's 7 dimensions, and analysis of competitors like Cafe Coffee Day are also provided. The executive summary evaluates the viability of the strategic alliance between the two companies.
Business analysis and strategy recommendation of jucCharlie Chen
In this case study and strategy recommendation document the author use the knowledge and methodologies learned in the managerial marketing course of (EMBA) to analyze the position dilemma that Just Us! Cafes (JUC) is facing and help the management team of the organization addressing some of its burning issues. By leveraging analytical tools and framework learnt from the course the author able to produce a competitive, sustainable strategy for the business.
This Presentation is made by student of
ASA University Bangladesh.
Its a presentation of cold coffee. it is a product from our imagination company ATMM Company.
This document provides a SWOT analysis and marketing mix for Mohani Tea, an Indian tea company. It begins with an overview of the global and Indian tea markets. It then analyzes Mohani Tea's strengths, weaknesses, opportunities, and threats. Mohani Tea's marketing mix is also examined, including its product line, pricing strategy, distribution channels, and promotional activities. The document concludes by recommending that Mohani Tea focus on expanding its distribution network in new markets, offer competitive prices and deals to attract customers, and increase advertising to build its brand against competitors.
The document provides information on the Asia Brand Footprint 2020 report, which ranks the most chosen consumer brands in Asia. It discusses trends in consumer behavior in Asia in 2019, including health, convenience, digitalization, value for money, and diversification. It also outlines five key levers brands can use to drive growth in line with these trends: meeting new needs, creating more moments of consumption, entering new categories, targeting more consumer groups, and increasing brand presence. The document then provides overviews of the top brands and analysis in key Asia markets like China, Indonesia, Korea, and others.
The document provides an overview of Starbucks' history, culture, operations, and employee programs. It discusses how Starbucks was founded in 1971 and has since expanded globally. It also summarizes Starbucks' focus on cultural diversity and inclusion, talent staffing and development, and community involvement through philanthropic initiatives. Starbucks aims to create an empowering work environment for employees while respecting local cultures as it continues to grow internationally.
This document discusses strategies for marketing in a global environment. It explains that companies must understand local social and cultural elements to succeed overseas. Tailoring products to local needs and becoming part of the local culture helps brands break into new markets while maintaining their authenticity. Successful companies delicately balance local adaptation with preserving their core brand identity. The document provides examples of companies like PepsiCo, L'Oreal, and automakers that have effectively tailored their offerings for different cultures without compromising their brands. Maintaining this balance of local relevance and global consistency is key to marketing successfully on a global scale.
“Dealarship satisfaction” (with reference to pearal bottling pvt ltd)RajeevTripathi44
Marketing management focuses on satisfying consumer needs through the coordination of product, price, place, and promotion. It relies on understanding psychological and physical factors that influence consumer demand. Marketing managers are responsible for influencing the level, timing, and composition of customer demand. Their goals include discovering consumer needs and wants, fulfilling demands through product design and distribution channels, and motivating customers through promotional strategies. In summary, marketing management puts marketing concepts into action to achieve organizational goals.
This document discusses how understanding consumer behavior and market segmentation can provide opportunities for an Australian exporter entering the Chinese market. It analyzes demographic and behavioral theories of segmentation and how they differ between China and Australia. Specifically, it examines life expectancy, income gaps, brand loyalty, preferences for quality and status, to identify opportunities like targeting older consumers or adapting marketing strategies for rural vs. urban areas. The conclusion states that properly applying consumer behavior and market segmentation research can help reduce risks when exporting to China.
This document discusses how two theories of consumer behavior - demographic and behavioral segmentation - apply differently in China compared to Australia, providing opportunities for an Australian exporter. Demographic segmentation looks at factors like age, income, gender. China has a growing elderly population, while Australia already has many elderly, indicating a market for age-appropriate products. Behavioral segmentation examines culture and lifestyles. Chinese consumers value functional features and status/prestige, while Australians are often brand loyal, especially for expensive purchases. These differences must be understood to successfully market in China versus Australia.
This document provides background information on Starbucks' expansion strategies in different international markets. It discusses the concepts of standardization vs localization and how Starbucks has used both approaches. The document also summarizes Starbucks' history and expansion into markets like China, where it localized, and Australia, where it failed to localize. Finally, it provides context on Italian coffee culture, which strongly differs from Starbucks' model. The research aims to design an effective marketing strategy for Starbucks to expand into the difficult Italian market.
This document summarizes strategies for international consumer segmentation in the fast-moving consumer goods industry. It discusses how companies can develop broad brand platforms and niche sub-brands to target different demographic segments like gender, age, ethnicity, and income. It also explores psychographic segments based on lifestyle values and targeting specific consumer needs and daily consumption times. The document concludes that precisely targeting distinct consumer segments with tailored products can balance market demands while achieving economies of scale through umbrella branding.
FBIF 2019 was successfully held in Hangzhou from 23-25 of April, with 4000 decision makers from Nestle, PepsiCo, General Mills and etc. discussing open innovation.
Building value through branding food & nutritionPeter Leighton
Branded companies tend to outperform unbranded companies financially. Brands that are consistently managed have better performance through higher margins, returns, and growth. Building brand value requires focusing on the customer experience rather than just the product. Successful brands like Starbucks have leveraged innovation and built emotional affinity through a differentiated brand platform focused on quality and integrity. Understanding consumer lifestyles and trends through research helps brands maintain relevance. Marketing should shift from product negatives to product positives and solutions that address consumer needs.
This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE GrazynaBroyles24
The document discusses cultural factors that impact global marketing strategies. It provides context around culture and defines it as shared ways of living transmitted between generations. Culture includes both material and non-material elements like attitudes, beliefs, and values. Religion is an important source of a society's worldviews. Differences in aesthetics must also be considered. Successful global marketing requires understanding local cultures while also leveraging shared characteristics.
KMB- 302 : Unit -3: Lecture _4 (International Segmentation)Dr.B.B. Tiwari
This document discusses international market segmentation strategies used by Lenovo for their computer products. It explains that Lenovo segments the global market into mature markets, emerging markets, and four main regions: China, North America, EMEA, and Asia Pacific/Latin America. Lenovo also uses demographic segmentation based on gender, age, and income levels. The document notes that Lenovo has been successful targeting business and enterprise segments in China and India.
This document provides a marketing plan for introducing a new milkshake product targeting students and audiences at SLIIT. It includes:
- An executive summary outlining the product, market analysis conducted, and marketing strategy to influence the 4Ps.
- A market analysis reviewing the current situation, opportunities, segmentation into groups like age and gender, and SWOT analysis.
- Details of the marketing mix strategies for the new product, including the product profile, packaging, pricing strategies, placement, and promotional plan.
- Research conducted and limitations of the report. Tables of contents and references are also included. The report aims to outline the marketing plan to successfully launch the new Kit Kat and chocolate flavored milkshake
Market research the risk of inaccurate translation july 27th 2015 (2) 2-Robin -Ayoub-
This white paper is very interesting take on how misinterpreted language dialogue or survey information can lead to inaccurate product development/services. Marketers, Entrepreneurs, Product developers and anyone interested in reaching out to various demographic groups for opinion or information, should read this document.
The document discusses product marketing, which is the process of promoting and selling a product to a specific target market. It involves researching, developing, and communicating the value of a product to potential customers with the goal of increasing demand and driving sales. Key aspects of product marketing discussed include conducting market research, identifying target audiences, developing a unique selling proposition, creating a marketing mix, developing a marketing budget, and working with sales teams.
Running head FIZZY BOTTLES - MARKETING PLAN .docxjeanettehully
Running head: FIZZY BOTTLES - MARKETING PLAN 1
FIZZY BOTTLES - MARKETING PLAN
2
Marketing Plan and Sales Strategy
Gregory Finney
Strayer University
BUS 599
Dr. Andrea Banto and Dr. Cynthia Parmenter
October 31, 2019
Marketing Plan and Sales Strategy
Target Market
Fizzy Bottles sells non-alcoholic carbonated drinks. The market for non-alcoholic beverages is relatively large. Almost all people fit into the targeted market for the products of this business. The following is a detailed description of the characteristics of the target market to which Fizzy Bottles will be selling its products.
Demographic Description
The target consumer of Fizzy Bottles is a male or female between the ages of 16 and 35. The typical person who would purchase these drinks belongs to the middle class and earning between $25,000 and $50,000. The racial/ethnic composition of the target market includes white, black, Hispanic, and Asian consumers. The product targets people with an education range of a high school diploma to a college degree.
Geographical Description
The sale of Fizzy Bottles will initially be limited to the United States. The company will first begin selling within Dallas and its environs. The company will target the Dallas metropolitan area and a100 square mile radius around the city. This being an urban region, it is likely to include the targeted demographics. The intention is to grow the business later to target Asia-Pacific, Europe, Middle East, Africa, and Latin America. However, the capacity of the company is still limited. Therefore, in its initial stages, the company will sell its products in the local markets.
Lifestyle
This business targets young and youthful people who are concerned about health and fitness. One of the major concerns with many carbonated drinks is the health aspect. Many carbonated beverages in the market contain some components viewed as unhealthy such as caffeine and too much sugar. Fizzy drinks target young people who care about the elements of the beverages they purchase. Such people tend to consider the nutritional components of the edible products that they buy. The company will make its drinks with healthy ingredients that will be acceptable to this market.
Psychographic
Psychographic segmentation differentiates the target markets based on their shared beliefs, values, behaviors, and personality traits (Goyat, 2011; Larsen, 2010). Fizzy Bottles seeks to capture the psychographic market of people who love trends. The leading age group targeted, is young and fun. People who follow the trends. In this age of social media, as long as trendsetters present Fizzy Bottles as a trendy drink, then the target market will likely want to join the trend. Thus, the business seeks to show the target market that it is fun and refreshing to drink a Fizzy Bottles flavor.
Purchasing Patterns
The young and fun people tend to buy things that they cons ...
Running head: STEELNUTRIDRINK 1
STEELNUTRIDRINK 2
SteelNutridrink Non-Alcoholic Beverage Company
Kizzie Griffin
Dr. Vanessa Graham
BUS 599
Strayer University
7/18/2017
Company and its significance
The company in question is Steel Nutri-drink Non-Alcoholic Beverage Company. The company will be manufacturing, processing and distributing the non-alcoholic beverage to the beverage markets. The rationale and foundation behind the creation, manufacturing and processing of the Steel Nutri-drinkis based on the motivation and need to provide a drink that gives the customer value for their money, instantaneous energy, is refreshing and still healthy. Other companies operating in the market have not managed to satisfy these needs of consumers. This is based on the fact that other drinks contain a lot of calories and sugars that may lead to obesity and other related health complications and are also costly at the same time. All areas that other competitors have not tapped into will be fully taken care of by Steel Nutri-drink.
Mission Statement
The mission statement for the company is “To be a global leader in the provision of efficient and timely energy drinks for all our customers, provide value for their money and achieve sustainability for the environment and all our workers.” The mission statement enables the company to remain focused and committed to achieving its goals and achieve consumer satisfaction. This will also enable it work towards maintaining the competitive edge in the highly competitive beverage markets. The provision of efficient and timely energy drinks gives the company direction. This reminds workers in the organization why the company is in existence. This is what will make the organization to be successful. Offering customers value will act as a “North Star,” which keeps each and every worker clear on the direction of Steel Nutri drink. Efficiency and value will help focus the future of the company. The mission will tell workers of the company what they are doing today as well as what they will do in the future.
The trends in the non-alcoholic beverage industry
There are some changes that are being experienced in the beverage market. Among the changes is the growth of energy, water, and sports drinks brands. Directing attention to only carbonated drinks is now a thing of the past. Much effort by organizations is directed towards producing and selling healthy beverages (Granato, Branco, Nazzaro, Cruz, & Faria, 2010). The other trend is reworking recipes. Most brands that have been in market for a long time now have to be reformulated. They have to be replaced with revamped version as well as have few calories. Also, there is a shift towards having smaller cans and bottles. Having smaller cans and bottles makes the players in the non-alcoholic be ...
06 principles of marketing - market segmentation, targeting and positioningSufyan Safi
Market segmentation involves dividing the total heterogeneous market for a product into smaller homogeneous subgroups. It allows companies to target specific customer needs and wants more effectively. The key benefits of segmentation include efficient resource use by targeting specific segments, refining pricing to maximize profits from different customer groups, and maximizing sales by tailoring products to segment needs. Common bases for segmenting consumer markets include geographic, demographic, psychographic, and behavioral factors.
Shideido marketing research and consumer behaviour.pdfP&CO
This document discusses Shiseido, a Japanese cosmetics company, and their anti-aging moisturizer called Future Solution. It provides background on Shiseido and describes Future Solution's ingredients and effectiveness. It also notes the product's price point, distribution channels, and main competitors. The problem statement indicates Shiseido wants to increase Future Solution's revenue and market share in the competitive skin care market. Marketing research objectives would explore consumer attitudes, purchasing behaviors, and decision making to improve satisfaction and sales.
How to Manage Reception Report in Odoo 17Celine George
A business may deal with both sales and purchases occasionally. They buy things from vendors and then sell them to their customers. Such dealings can be confusing at times. Because multiple clients may inquire about the same product at the same time, after purchasing those products, customers must be assigned to them. Odoo has a tool called Reception Report that can be used to complete this assignment. By enabling this, a reception report comes automatically after confirming a receipt, from which we can assign products to orders.
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.pptHenry Hollis
The History of NZ 1870-1900.
Making of a Nation.
From the NZ Wars to Liberals,
Richard Seddon, George Grey,
Social Laboratory, New Zealand,
Confiscations, Kotahitanga, Kingitanga, Parliament, Suffrage, Repudiation, Economic Change, Agriculture, Gold Mining, Timber, Flax, Sheep, Dairying,
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏)-𝐏𝐫𝐞𝐥𝐢𝐦𝐬
𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
How to Download & Install Module From the Odoo App Store in Odoo 17Celine George
Custom modules offer the flexibility to extend Odoo's capabilities, address unique requirements, and optimize workflows to align seamlessly with your organization's processes. By leveraging custom modules, businesses can unlock greater efficiency, productivity, and innovation, empowering them to stay competitive in today's dynamic market landscape. In this tutorial, we'll guide you step by step on how to easily download and install modules from the Odoo App Store.
CapTechTalks Webinar Slides June 2024 Donovan Wright.pptxCapitolTechU
Slides from a Capitol Technology University webinar held June 20, 2024. The webinar featured Dr. Donovan Wright, presenting on the Department of Defense Digital Transformation.
Gender and Mental Health - Counselling and Family Therapy Applications and In...PsychoTech Services
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...indexPub
The recent surge in pro-Palestine student activism has prompted significant responses from universities, ranging from negotiations and divestment commitments to increased transparency about investments in companies supporting the war on Gaza. This activism has led to the cessation of student encampments but also highlighted the substantial sacrifices made by students, including academic disruptions and personal risks. The primary drivers of these protests are poor university administration, lack of transparency, and inadequate communication between officials and students. This study examines the profound emotional, psychological, and professional impacts on students engaged in pro-Palestine protests, focusing on Generation Z's (Gen-Z) activism dynamics. This paper explores the significant sacrifices made by these students and even the professors supporting the pro-Palestine movement, with a focus on recent global movements. Through an in-depth analysis of printed and electronic media, the study examines the impacts of these sacrifices on the academic and personal lives of those involved. The paper highlights examples from various universities, demonstrating student activism's long-term and short-term effects, including disciplinary actions, social backlash, and career implications. The researchers also explore the broader implications of student sacrifices. The findings reveal that these sacrifices are driven by a profound commitment to justice and human rights, and are influenced by the increasing availability of information, peer interactions, and personal convictions. The study also discusses the broader implications of this activism, comparing it to historical precedents and assessing its potential to influence policy and public opinion. The emotional and psychological toll on student activists is significant, but their sense of purpose and community support mitigates some of these challenges. However, the researchers call for acknowledging the broader Impact of these sacrifices on the future global movement of FreePalestine.
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Assignment A (Answer any 3 questions)
1. Discuss the scope of product management in marketing environment?
2. Discuss the aggregated market factors, their impact on category
attractiveness and give aspecific source for where you’d get the information
for each of them.
3. Market potential is the techniques to know the exact capability of market.
Explain how weestimate market potential.
4. What is the difference between skimming and penetration strategy?
5. What is product life cycle? What are its characteristics?
6. Explain the concept of Brand Extendability.
7. How a brand makes an image in the mind of customer? Give a suitable
example.
8. What is the difference between brand awareness and brand loyalty?
Case study
Case Study: Lipton and Kai Shii
Competitors in the iced-tea market
Unilever Bestfoods, USA and Shin Shii, Taiwan are competitors in the rapidly
growing icedteamarket with their brands Lipton (in alliance with Pepsi) and
Kai Shii respectively.Unilever has also introduced an instant hot-tea can by
the name of Brooke Bond’s PG Tips.Kai Shii is about to be launched in the US
market. The following study evaluates variousmarket segmentation strategies,
potential consumer target segments, and factors to forecastdemand that were
used or could have been used by these two companies. The main referencefor
this report was Chapter 3 of the textbook ‘Principles of Marketing’ by Kotler
et al.
The main results of the analysis are as follows:
Both companies’ SWOT analysis reveals that they are dominant and successful
intheir home markets.
Kai Shii would require a great amount of effort to market itself and bridge
thecultural divide and varying tastes and perceptions between Taiwanese and
Americanconsumers.
Behavioural (seeking convenience, health conscious), demographic (age groups)
andgeographic factors largely influence the market segmentation.
2. Pricing amongst competitors in the same product category plays a vital role
compared to pricing amongst for example, carbonated soft drinks etc.
Future demand for the iced tea market or any other segment is based on the
growthrate of current market segment bases such as age, income and
nationality.
Both companies require different approaches to their marketing strategies.
The following arethe recommendations:
Lipton and Pepsi should expand their market reach across other segments to
ward offemerging competitors and increase product visibility.
Lipton iced teas should be made available in various packaging sizes and
prices.
Brooke Bond’s ready-to-drink hot tea cans should capitalise on the parent
company’sobjective of increased customer convenience and the advantage of
having developed aunique technology. Thus, it can be priced higher.
Shin Shii’s entry into the American market should focus on selecting a
distributorbased on mutual trust and initially conducting trials and pilot
schemes in cinemas,fun-fairs etc. to gauge general consumer response.
Shin Shii should change the name of its product to suit the American market
and sellat lower prices than Lipton unless it feels that Kai Shii’s demand is
based on or isincreasing due to its unique flavour or product quality.
1. INTRODUCTION
The following report focuses on the growing canned iced-tea beverage market,
with anemphasis on the Western market. This development led to opportunities
for UnileverBestfoods, USA (herein referred to as ‘Unilever’) and Shin Shii,
Taiwan to exploit themfurther through efficient marketing with their brands
Lipton and Kai Shii respectively. Astudy was conducted to evaluate effective
strategies for market segmentation and identifysuitable and potentialmarkets
for iced-tea manufacturers to enter. In addition, factors thatcould be used
to forecast future demand were described.
The main aims and objectives of this study are outlined as follows:
1) Understand what kind of markets drive a high demand for iced tea and the
reasonsbehind them.
2) Recommend market coverage strategies and market entry strategies for
Unilever andShin Shii respectively.
3) Recommend brand-positioning strategies for Lipton and Kai Shii and an
alternativehot ready to drink tea beverage by Unilever.
Background: The Unilever Group is one of the world’s leading suppliers of
fast-movingconsumer goods. Their Lipton brand is a leader in the US market,
besides having asignificant global presence. They have also developed a ready
to drink hot canned tea productunder the name of Brook Bond’s PG Tips (herein
referred to as Brooke Bond). Shin Shii is asmall company based in Taiwan, and
already successful with its oolong iced tea beveragesdrink in Taiwan. It now
wants to target the Western markets.
3. Assumptions:
1) The market for iced-teas has not undergone any permanent steep changes
either on the demand side or supply side, whether positive or negative.
2) However, it is a steadily growing market with a long way to go before
saturation.
3) Lipton’s iced tea and Kai Shii’s oolong iced tea are fundamentally very
close or similarand fall under the same product category.
4) ‘Western’ markets refer to the North American market.
Limitations:
The main reference (Kotler et al text, 2001) is slightly outdated, that may
thusfail to include changes in the company’s profile or business portfolio.
For example, Lipton’salliance with Pepsi may no longer exist. Also,
relatively lesser information could be obtainedabout Shin Shii, as it is
still a very obscure and less known company internationally.Theoretical
Framework and Methodology: The analysis of this case study is based on the
marketing theories of:
I) Strategic Planning with SWOT analysis
II) Marketing Planning
Both theories are described in the marketing textbook by Kotler et al and
each contain severalother components that would be defined and discussed.
Some additional research was alsocarried out, especially pertaining to demand
forecasting. Non-numerical data was largelysufficient to support or be used
for recommending marketing strategies except when marketshare had to be
discussed.
Report structure:
The report began with an executive summary and a brief introduction. Itwill
be followed by an analysis and interpretation of the case and a short
conclusion. It willend with a set of recommendations, links for further
study, references and an appendix.
3. ANALYSIS AND INTERPRETATION
Strategic Planning: The fast moving consumer goods (FMCG) market is highly
volatile andtrends in market demand or supply oscillate frequently. In such
circumstances, companiesentering this market must be clear of their
objectives and purpose to ensure sustainability. Forexample, Unilever wants
to “meet everyday needs of people everywhere…and to respondcreatively and
competitively with branded products and services which raise the quality
oflife.” Once these are laid out, it is essential to do a SWOT (strengths,
weaknesses,opportunities and threats) analysis for the company before
attempting to plan marketingstrategies and evaluating in detail factors such
as brand positioning.
4. Marketing Planning: The first step in marketing planning is to determine what
kind of factorsor bases are to be used to segment the market. Segmentation
includes dividing buyers intodistinct groups, each with different needs,
characteristics or behaviour, who might requireseparate products or marketing
mixes. The iced-tea market also has several groups orsegments where consumers
perceive or buy a product in a similar way in each of thesesegments. Their
bases can be classified as follows:
5. I) Behavioural- consumers seeking convenient and hassle free refreshments.
II) Demographic- age groups.
III) Geographic- urban centres, city suburbs, villages and towns or all
mentioned.
Price cannot be considered a major factor influencing buyer perception as
canned iced-teasare more or less equally priced with similar products such as
soft drinks or iced coffee.However, pricing amongst competitors in the same
product category plays a vital role.The next step involves targeting specific
segments with potential for the company in whichthe company has a
differential advantage over its competitors. The choice of market
segmentsshould enable the company to generate the greatest customer value and
sustain it over time.The choice of segments also varies according to its size
and the resources it has. For example,Shin Shii, with lesser resources might
want to target a few segments initially in contrast toUnilever that would
want to cover a bigger market by targeting several segments.However, Shin
Shii, in its domestic Taiwanese market was an exception because it had to
useaggressive advertising methods to create a totally new market for oolong
iced-tea, which wasvirtually non-existent. In such a case, it targeted all
age groups, even the tradition bound oldergeneration who were very much used
to drinking hot tea and were least likely to give up thishabit. It’s selling
point of Kai Shii drinkers being a ‘new breed of people’ in a ‘new
world’along with it’s natural ingredients and health benefits appealed to
everyone, including theelderly who tend to be more health conscious in the
Far East. The concept of being uniqueand different appealed to the younger
generation, while the therapeutic benefits of iced-teaattracted the stressed
middle- aged working class besides providing them with theconvenience of a
canned drink to complement their busy lifestyles. Other segments such
asgeographical locations were also collectively considered although the level
of penetrationmight not have been the same for rural markets.Unilever’s
target segments for Lipton were broadly based on similar factors as far as
thehealth benefits of iced tea are concerned. However, it could further
narrow down to focus onathletes and industry workers involved in large
amounts of physical activity and mentalexhaustion. Geographically, most of
America’s population are in urban centres or towns thatare well connected.
Thus, it made sense for Lipton to not restrict itself to purely urban
centresonly. However, busy cities like New York, Boston and Chicago hold
great potential for theworking class to be the targeted consumers as Lipton
iced teas could be a quick refreshmentbetween snacks or lunch.
For Unilever, it is essential to note that it would be unfeasible for it to
modify its Lipton icedteasto serve different parts of the country, as America
is largely a homogenous market withhardly any diverse tastes for beverages.
Shin Shii, however, might want to modify Kai Shiioolong iced-teas to suit the
tastes of the American consumer and also to counter competitionby claiming to
be exclusive and better.
Forecasting Demand: Current demand for iced-tea in America is so huge, that
it forms 80%of all tea consumed in America. It has become a uniquely American
habit, despite having arelatively shorter history of participation in the tea
trade. As the convenience of ready-todrinkiced teas lure new tea drinkers, a
roll-over effect should occur in the demand for othertypes of more
specialised teas, such as herbal iced-tea to increase. Several other factors
6. canbe utilised to forecast the demand of iced teas or for any other market
segment. Most of themlargely relate to the growth rate of current market
segment bases such as age, income, andcertain nationality groups. Changes in
lifestyle, or in the socio-economic condition areamongst the larger
developments that might influence demand especially in the long run.
Specific to the iced-tea market for example, a decrease in the proportion of
working class dueto a rapidly ageing population might hinder demand in urban
centres especially incommercial areas.Overall, however, the outlook for iced-
tea beverages is still very much positive with instanttea becoming more
important in certain markets. According to a study by Goradia (mentionedin
‘Commodity Supply Management by Producing Countries’), the global consumption
ofliquid tea rose by 145% while that of tea leaves rose by only 92% between
1951 and 1970.Such rapid growth is expected to continue into the near future.
4. CONCLUSION
As Lipton and Kai Shii both serve and cater to the same market, they use
similar marketingstrategies but with different approaches to achieve their
company’s objectives. Bothcompanies differ largely in size in terms of
financial and human resource capital. This affectsthe way they implement
their strategies. Lipton, being a global brand has a slight edge interms of
expertise in the tastes and culture of its target group of consumers. It also
has widerproduct range and technological superiority and is planning to
launch a radical new product-Brooke Bond’s hot tea can. However, although
Shin Shii would be a new player with KaiShii in the American market with no
international experience, Unilever should be wary of itspast achievements of
revolutionising a new type of product very successfully in theTaiwanese
market. Despite successfully facing domestic competitors in the
overcrowdediced-tea market, it might want to review its marketing policy to
be better prepared to face asmall but unpredictable competitor. Both
companies can look forward to competition in anencouraging and growing market
with demand expected to rise steadily in the immediate longrun.
5. RECOMMENDATIONS
The following lists the recommendations for Lipton and Pepsi with regard to:
i) Market coverage strategy: As Lipton and Pepsi are already well established
across severalsegments, they should use an undifferentiated marketing
strategy spanning the entire market.As the number of competitors exploiting
the demands of each segment increases, it isessential to remain clearly ahead
in the consumer’s mind. This can be achieved by increasingvisibility across
other segments such as tourist places. Pepsi’s wide distribution networkwhich
already makes Pepsi cola widely available should give Lipton iced-teas the
same levelof importance, and on the grounds of both Lipton’s and Pepsi’s
reputation, demand fromretailers appropriate type of shelf space, for example
at the eye level of the consumer. This isbecause iced-teas are increasingly
becoming ‘impulse’ goods as their demand increases. Thisimplies that
consumers postpone their decision making process until they are about to buy
theproduct. In such cases, the first popular product they see that is neatly
shelved would mostoften create a want for that product itself shutting out
all other influential input.
7. ii) Brand positioning of Lipton iced-teas: As more segments are targeted, the
product shouldoffer greater flexibility and choice to cater to a wide range
within each segment. For example,it could offer different types of packaging,
and in different quantity (volume) with differentprices. This could give
students amongst others an advantage in choosing the same product ata lower
price on a regular basis.
iii) Brand positioning of Brooke Bond canned teas: Brooke Bond canned teas,
boasting of arevolutionary new concept of ready to drink hot tea in a can,
should position themselves asbeing a natural extension to the company’s
policy of providing convenience and greaterchoice to the consumer. Being the
first to develop and perhaps patent this technology, it couldcharge higher
prices, as it is an upmarket product. However, as it requires the use of
heatingcabinets, it cannot be widely accessible outdoors.It is essential to
note that the two brands are marketed separately even though some of
theirtarget groups of consumers may overlap, as many people are unaware that
these brandsbelong to the same company, Unilever.
The following lists recommendations for Shin Shii with regard to:
i) Market entry strategy: Shin Shii’s entry into the Western market with Kai
Shii wouldrevolve largely around two major concerns. Firstly, the choice of a
distribution network isimportant. It has to find similar partners who share
and trust the company’s objectives, andcapabilities in delivering a quality
product that will be successful. This is especially importantas stock
returning without being sold burdens the distributor with extra costs and
limit itsoperations elsewhere. Secondly, unlike Taiwan, where it was a market
leader, in America, itshould not initially place its products on the shelf
alongside Lipton as it will be simplyignored due to zero brand recognition.
Shin Shii should instead target places like cinemas,amusement parks etc in
pilot schemes where potential consumers are more likely to try outnew
products. This would give it an indicator of the public response and as
demand increases,an appropriate platform will emerge for Shin Shii to
negotiate shelf-space with larger retailersto enable it to sell more widely
in supermarket chains.
ii) Brand positioning of Kai Shii: Before it enters the American market, it
needs to rename itsproduct to allow the brand to be retained in an average
American consumer’s mind. Thecultural gulf between Taiwan and America is too
crucial to be ignored. Next, Kai Shii’s priceshould be lower than that of
Lipton’s iced teas to provide an incentive for consumers to try analternate
product at a lower price unless it is able to distinctively gauge a
competitiveadvantage in product quality or a unique and thus popular taste
liking amongst consumersduring trial periods. In that case, it may charge a
premium on the grounds of superiority andpopularity. It may also directly
attack Lipton’s flaws or old-fashioned image in its advertisingcampaigns.
Increased revenue as a result of higher prices than that of its competitor
couldensure the success and sustainability of these campaigns.
Q1: According to the given case give your comment on following statements
Brand loyalty – “Consumers turn blind eye to bad brand values”
8. Q2: Do PEST (Political, Economical. Social & Technological) analysis of the
given case.
Q3: Focus on market entry strategy & Brand positioning strategy of both the
competitors in Indian market .If you are Brand manager of Lipton give your
opinion how to establish and increase its market share keeping in mind the
Indian market.
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MCQ’s
Question: 1
What is the name given to the brand which are lisenced by the manufacturers?
A: National Brand
B: Private Brand
C: Co-branding
D: Licensed brand
Question: 2
…………………refers to a brands objective (functional) attributes in relation to
other brands.
A: Brand position
B: Product position
C: Brand relationship
D: Both a and b
Question: 3
Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band aid and Ujala
are the examples of………..
A: Descriptive Brand Name
B: Suggestive brand name
C: Free Standing brand name
D: None of the above
Question: 4
What is the process of extending an existing brand name to new forms, colors,
sizes, ingredients, or flavors of an existing product category?
A: Line extension
B: Brand extension
C: Multibrands
D: New brand
Question: 5
From the consumers perspective the model segment non-user of the brand is
divided into 4 groups based on the openness to try, among the following
whoare the people whose prefrence lies in their current brand, although not
strongly?
A: Strongly Unavailable
B: Weakly unavailable
9. C: Available
D: Ambivalent
Question: 6
The modern discipline of brand management is considered to have been started
by which famous company?
A: Coca-Cola
B: Unilever
C: Procter & Gamble
D: Toyota
Question: 7
In ancient times the branding of animals was done in which country?
A: Egypt
B: U.S.A.
C: Zaire
D: Canada
Question: 8
Which of the following company was not in the Interbrand's 2012 top 10 global
brands list?
A: Samsung
B: Intel
C: Toyota
D: Procter & Gamble
Question: 9
Which companies entry into the Chinese market resulted in their brand being
translated as 'bite the wax tadpole'?
A: Pepsico
B: Apple
C: Coca-cola
D: Cadbury
Question: 10
What is the process in which the company tries to reduce the number of brands
in the market?
A: Brand customizing
B: Brand rationalizing
C: Brand dropping
D: Brand Slashing
Question: 11
Which U.S. brand is not among the top 10 brands of Interbrand's 2012 list?
A: GE
B: IBM
C: Microsoft
D: American Express
Question: 12
10. Which of the following is not among the 4 steps of brand building?
A: Brand identity
B: Brand response
C: Brand positioning
D: Brand relationship
Question: 13
From the manufacturer's perspective the model segment user of the brand is
divided into 4 groups based on the strenght of commitment, among the
following who is more likely to switch the brands?
A: Average
B: Shallow
C: Convertible
D: Entrenched
Question: 14
What is the process of introducing the new product category with a new brand?
A: Line extension
B: Brand extension
C: Multibrands
D: New brand
Question: 15
What is the name given to the brand created and owned by a reseller of a
product or service?
A: National Brand
B: Private Brand
C: Co-branding
D: Licensed brand
Question: 16
Nike has the distinctive "swoosh" logo, the "Just Do It" slogan, and the
"Nike" name based on a mythological goddess. These items are called……....
A: brand equities
B: brand identities
C: brand resonance
D: brand elements
Question: 17
The purpose of the ……….. is to provide a current, comprehensive profile of
how all the products and services sold by a company are marketed and branded.
A: brand audit
B: brand tracking study
C: brand inventory
D: brand analysis
Question: 18
A ……... typically employs quantitative measures to provide marketers with
current information as to how their brands and marketing programs are
performing on the basis of a number of key dimensions.
A: brand audit
11. B: brand tracking study
C: brand exploratory research
D: brand analysis
Question: 19
From the consumers perspective the model segment non-user of the brand is
divided into 4 groups based on the openness to try, among the following who
prefer other brands but have not switched yet?
A: Strongly Unavailable
B: Weakly unavailable
C: Available
D: Ambivalent
Question: 20
Which of the following is not among the 5 B's of customer perspective?
A: Brand
B: Beauty
C: Belief
D: Backing
Question: 21
Which of the following is not among the 5 B's of producer perspective?
A: Bridge
B: Briliant
C: Brave
D: Background
Question: 22
Which is not an example of Positioning by usage occasion and time of use?
A: Listerine – night time rinse
B: Nescafe – Great start to the morning
C: NIIT (Inspired……life begins at NIIT)
D: Domino’s (When families are having fun)
Question: 23
……….. Is measures the degree to which a brand is seen as different from
others.
A: Relevance
B: Differentiation
C: Esteem
D: Knowledge
Question: 24
……….. measures the breadth of a brand's appeal.
A: Relevance
B: Differentiation
C: Esteem
D: Knowledge
Question: 25
12. Burton, a maker of snowboards, is introducing a new snowboard called "The
Dominator." This snowboard will be associated and identified with top
professional riders. What marketing strategy is Burton using?
A: building brand image
B: leveraging secondary association
C: positioning the product
D: targeting a submarket
Question: 26
A clothing marketer is planning to launch an existing brand name into a new
product category. Which brand development strategy is being implemented?
A: rebranding
B: brand extension
C: line extension
D: private brand
Question: 27
A key element in a company's relationship with consumers, a ________
represents consumers' perceptions and feelings about a product and its
performance.
A: product experience
B: product line
C: brand
D: product attribute
Question: 28
From the consumers perspective the model segment non-user of the brand is
divided into 4 groups based on the openness to try, among the following who
are as attractd to other brands as their current choice?
A: Strongly Unavailable
B: Weakly unavailable
C: Available
D: Ambivalent
Question: 29
All products marketed by Heinz carry the brand name 'Heinz'. This is an
example of ………....
A: individual names
B: blanket family names
C: separate family name for all products
D: none of the above
Question: 30
A ………. brand may be kept around despite dwindling sales because they still
manage to hold on to a sufficient number of customers and maintain
profitability with little or no marketing support.
A: flanker
B: cash cow
C: hound dog
D: question mark
13. Question: 31
Honda uses the company name to cover different products such as automobiles,
motorcycles, snowblowers, and snowmobiles. This is an example of a ……....
A: sub-brand
B: parent brand
C: line extension
D: category extension
Question: 32
Nivea, a strong European brand, has expanded its scope from a skin-cream
brand to a skin-care and personal-care brand through carefully designed and
implemented brand extensions. This is an example of ……...
A: brand valuation
B: brand management
C: brand enhancements
D: brand reinforcement
Question: 33
Advertising campaigns can help to create name recognition, brand knowledge,
and maybe even some brand preference. However, brands are not maintained by
advertising but by the ________.
A: market experience
B: brand experience
C: product mix
D: word-of-mouth elements
Question: 34
An increasing number of retailers and wholesalers have created their own
________, also called store brands.
A: unsought products
B: speciality products
C: private brands
D: Shopping products
Question: 35
Which of the following is an advantage offered by co-branding?
A: Manufacturers do not have to invest in creating their own brand names
B: Brand equity is stabilized
C: A company can expand its existing brand into a category it otherwise might
have difficulty entering alone
D: Retailers have exclusive products that cannot be purchased from competitors
Question: 36
From the manufacturer's perspective the model segment user of the brand is
divided into 4 groups based on the strenght of commitment, among the
following who are happy with their choice and will continue with it in the
future?
A: Average
B: Shallow
C: Convertible
D: Entrenched
14. Question: 37
…………………includes all that is linked up in memory about the brand. It could be
specific to attributes , features, benefits or looks of brand.
A: Brand attitude
B: Brand association
C: Brand relationship
D: Brand image
Question: 38
…………………..includes two visual signals of a brand – its character (e.g. Amul
girl, Pillsbury doughboy) and its logo. Both are elements of brand identity.
A: Brand attitude
B: Brand symbol
C: Brand positioning
D: Brand image
Question: 39
.………………….can be thought of as a perceptual map of in which like products of
the same company (say, toothpaste) are positioned very close to one another
and compete more with one another than with brands of other companies.
A: Brand Comparison
B: Cannibalization
C: Positioning
D: Brand Associations
Question: 40
A marketer need to understand that some ‘general traits’ of a brand name are:
A: Easy to recognize
B: Easy to pronounce
C: Easy to memorize or recall
D: All of the above
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