The document discusses the communication strategy for repositioning the Green & Black's chocolate brand from organic and niche to premium and mass. It outlines the company's history and values, the growing chocolate industry trends of premiumization and demand for organic and fairtrade products. The communication strategy aims to target consumers, farmers and organizations through tools like focus groups, repackaging, and PR campaigns to promote the brand's new positioning while maintaining its ethical standards.
The document proposes an integrated marketing campaign for Green & Black's organic dark chocolate in Ho Chi Minh City, Vietnam. The 6-month campaign aims to increase brand awareness and recognition of Green & Black's green and fair trade credentials. It will use various above and below the line marketing tools like TV ads, print ads, online banners, billboards, and public relations. The target audience are females aged 30-50 who care about health, nutrition and ethics. The budget for the campaign is estimated at $153,120.
Green and Black's organic chocolate has successfully positioned itself as the leading organic chocolate brand in the UK through tactical branding elements and a strong brand narrative. Some of the key tactics used include its brand name highlighting organic ("Green") and intense chocolate ("Black"), slogans promoting its organic credentials, and consistent imagery building its story over time. While it only has a 5% market share compared to competitors, its focus on organic products and fair trade has allowed it to dominate the niche gourmet and healthy chocolate market. Paying a small percentage from multiple product lines is unlikely to negatively impact its long-term positioning built on its ethical brand narrative, which resonates more with consumers than just product attributes alone.
The document discusses innocent cereals, a line of breakfast cereals produced by innocent ltd. It provides an overview of innocent cereals' positioning in the market, their target demographic of young health-conscious professionals, and their focus on natural, organic and ethical products. It also discusses innocent ltd's portfolio analysis and strategies to develop new products that further their mission.
This document provides recommendations for improving Inisfree's social media presence. It analyzes Inisfree's Facebook page compared to competitors The Face Shop and Etude House. While Inisfree frequently posts about new products, the content lacks creativity and interactivity. The document recommends that Inisfree post more varied content on social issues and daily life to increase brand exposure. It also suggests improving communication with customers through dedicated discussion spaces and showing customers what Inisfree is doing through blog links and story-based content. The goal is to enhance brand recognition and encourage more customer interaction online.
This document discusses trends in the dessert and ice cream category. It analyzes opportunities in areas like chilled, canned, and frozen desserts as well as ice cream. Each section covers a different trend, analyzing strengths, weaknesses, opportunities, and threats. Some highlighted trends include indulgent ice cream cakes, "free-from" ingredients, smaller portion sizes, and frozen yogurt. The document also notes that Europe accounts for the majority of new dessert and ice cream launches globally.
This document provides a digital marketing campaign plan for Innocent Drinks using the RACE framework. It includes a situation analysis with an audience and customer analysis, competitor benchmarking, and a SWOT analysis. Objectives for the campaign include increasing online revenue contribution, acquiring new digital customers, and engaging current customers. Key performance indicators to measure the objectives include increases in website page views, social media engagement rates, and app downloads/interactions. The proposed tactics include search engine marketing, digital advertising, social media marketing, email marketing, optimizing the customer journey and experience on the app and website.
A STUDY ON CONSUMER BEHAVIOUR ON GREEN MARKETING WITH REFERENCE TO ORGANIC FO...IAEME Publication
Background: In recent decades the concept of marketing environmental friendly products, in the aspects ranging from production to packing is getting attention to protect our environment as well as the life of human beings. Specifically the focus and awareness about organic products is increased day by day. Objectives: Hence the researcher made an attempt find out the consumer behavior towards marketing of organic products and impact of green marketing on the purchasing behavior of organic products Tiruchirappalli district. Methodology: To resolve the objective the researcher has collected 175 primary data with the support of structured questionnaire. And the collected data were analyzed with support descriptive analysis, simple regression and of chi squire test. Findings: The outcome of analysis shows that awareness on green products market has gained momentum and people are very much aware on the impact of inorganic products. The green marketing has notable impact on the purchasing behavior of organic products. Specifically the focus of female respondent and graduate respondents were giving more preference to organic products.
The UK government spent £75 million on a healthy eating marketing campaign in 2009-2010. The UK smoothie market grew over 500% from 2006 to 2008, reaching £282 million, with Innocent holding 62% of the market. The UK fruit and health drink market grew to £2.92 billion in 2007 and continues growing each year, though more slowly. Spending on fresh fruits and vegetables in the UK increased 2.7% and 2.8% respectively last year, as environmental and social responsibility grows in importance. Innocent uses software-as-a-service to increase supply chain efficiency and communicates through YouTube, social media, its website, and premium pricing between £1.50-£2
The document proposes an integrated marketing campaign for Green & Black's organic dark chocolate in Ho Chi Minh City, Vietnam. The 6-month campaign aims to increase brand awareness and recognition of Green & Black's green and fair trade credentials. It will use various above and below the line marketing tools like TV ads, print ads, online banners, billboards, and public relations. The target audience are females aged 30-50 who care about health, nutrition and ethics. The budget for the campaign is estimated at $153,120.
Green and Black's organic chocolate has successfully positioned itself as the leading organic chocolate brand in the UK through tactical branding elements and a strong brand narrative. Some of the key tactics used include its brand name highlighting organic ("Green") and intense chocolate ("Black"), slogans promoting its organic credentials, and consistent imagery building its story over time. While it only has a 5% market share compared to competitors, its focus on organic products and fair trade has allowed it to dominate the niche gourmet and healthy chocolate market. Paying a small percentage from multiple product lines is unlikely to negatively impact its long-term positioning built on its ethical brand narrative, which resonates more with consumers than just product attributes alone.
The document discusses innocent cereals, a line of breakfast cereals produced by innocent ltd. It provides an overview of innocent cereals' positioning in the market, their target demographic of young health-conscious professionals, and their focus on natural, organic and ethical products. It also discusses innocent ltd's portfolio analysis and strategies to develop new products that further their mission.
This document provides recommendations for improving Inisfree's social media presence. It analyzes Inisfree's Facebook page compared to competitors The Face Shop and Etude House. While Inisfree frequently posts about new products, the content lacks creativity and interactivity. The document recommends that Inisfree post more varied content on social issues and daily life to increase brand exposure. It also suggests improving communication with customers through dedicated discussion spaces and showing customers what Inisfree is doing through blog links and story-based content. The goal is to enhance brand recognition and encourage more customer interaction online.
This document discusses trends in the dessert and ice cream category. It analyzes opportunities in areas like chilled, canned, and frozen desserts as well as ice cream. Each section covers a different trend, analyzing strengths, weaknesses, opportunities, and threats. Some highlighted trends include indulgent ice cream cakes, "free-from" ingredients, smaller portion sizes, and frozen yogurt. The document also notes that Europe accounts for the majority of new dessert and ice cream launches globally.
This document provides a digital marketing campaign plan for Innocent Drinks using the RACE framework. It includes a situation analysis with an audience and customer analysis, competitor benchmarking, and a SWOT analysis. Objectives for the campaign include increasing online revenue contribution, acquiring new digital customers, and engaging current customers. Key performance indicators to measure the objectives include increases in website page views, social media engagement rates, and app downloads/interactions. The proposed tactics include search engine marketing, digital advertising, social media marketing, email marketing, optimizing the customer journey and experience on the app and website.
A STUDY ON CONSUMER BEHAVIOUR ON GREEN MARKETING WITH REFERENCE TO ORGANIC FO...IAEME Publication
Background: In recent decades the concept of marketing environmental friendly products, in the aspects ranging from production to packing is getting attention to protect our environment as well as the life of human beings. Specifically the focus and awareness about organic products is increased day by day. Objectives: Hence the researcher made an attempt find out the consumer behavior towards marketing of organic products and impact of green marketing on the purchasing behavior of organic products Tiruchirappalli district. Methodology: To resolve the objective the researcher has collected 175 primary data with the support of structured questionnaire. And the collected data were analyzed with support descriptive analysis, simple regression and of chi squire test. Findings: The outcome of analysis shows that awareness on green products market has gained momentum and people are very much aware on the impact of inorganic products. The green marketing has notable impact on the purchasing behavior of organic products. Specifically the focus of female respondent and graduate respondents were giving more preference to organic products.
The UK government spent £75 million on a healthy eating marketing campaign in 2009-2010. The UK smoothie market grew over 500% from 2006 to 2008, reaching £282 million, with Innocent holding 62% of the market. The UK fruit and health drink market grew to £2.92 billion in 2007 and continues growing each year, though more slowly. Spending on fresh fruits and vegetables in the UK increased 2.7% and 2.8% respectively last year, as environmental and social responsibility grows in importance. Innocent uses software-as-a-service to increase supply chain efficiency and communicates through YouTube, social media, its website, and premium pricing between £1.50-£2
The document provides an agenda and overview for a group marketing project on The Body Shop. It includes:
1) An analysis of The Body Shop's company background, product portfolio, and strengths like its strong brand image and loyal customer base.
2) A PESTEL analysis identifying opportunities like increasing demand for natural products and threats like stiff competition.
3) A SWOT analysis and discussion of The Body Shop's supplier network and financial supports as strengths against weaknesses like limited advertising.
4) Recommendations for corporate, product, pricing, placement, and promotional strategies including line extensions, bundle pricing, and public relations events to increase brand awareness.
The document provides a marketing analysis of The Body Shop, a cosmetics company known for cruelty-free products made from natural ingredients. It discusses The Body Shop's target demographics of women aged 18-55, geographic targets of urban areas, and competitors like Bath & Body Works. The analysis also examines The Body Shop's marketing mix, including similar product packaging, middle-end pricing, and promotion through word-of-mouth. In conclusion, the author reflects on learning about The Body Shop's business through this assignment.
COM 588: THEO Chocolate Marketing Integration Plan Melinda Yang
This document contains a marketing proposal for Theo Chocolate to increase their brand awareness during the holiday season. It includes a SWOT analysis, noting strengths like high quality products but weaknesses like low winter sales. Opportunities include social media and partnerships. Threats include similar brands. The proposal recommends increasing emotional connection through storytelling on social channels. It outlines advertising on Google and YouTube to support awareness. Target audiences of Kathy and Anna Beth are introduced. A "Holiday Traditions" campaign is proposed, along with timelines, budgets, and key performance indicators to track success.
The document summarizes the marketing process of The Body Shop International. It discusses the company's core values of defending human rights and protecting the planet. It then outlines the marketing research conducted, including political, economic, social, technological analyses. The STP process is explained as targeting mass consumers aged 20-55 that are environmentally and socially conscious. The marketing mix discusses the company's natural product positioning and packaging, as well as distribution through company stores and online. Promotion utilizes social media as part of the e-marketing strategy. In conclusion, the increasing demand for customized products provides an expected challenge for The Body Shop to innovate their offerings.
In this research we have survey the product performance and buying behavior of the fragrance of perfumes, which are used by people of all ages. During this research we have interacted with people of all ages who use perfume. After this research we came to know how people perceives these products on the variables like price, fragrance, advertisement, satisfaction, packaging, brand loyalty etc.
This document analyzes the competitive marketing strategies of Ben & Jerry's and Häagen-Dazs and their effect on brand equity in Singapore's ice cream market. It provides an overview of the market growth and trends, profiles the two premium brands and their competition, and outlines a research methodology involving secondary data analysis, qualitative primary research through interviews and focus groups, and quantitative primary research to verify brand attributes. The hypothesis is that aggressive marketing strategies between the two brands substantially affects their brand equity, and possible outcomes include an analysis of consumer perception and the brands' marketing strategies, as well as strategic proposals to capture market share.
The document discusses green marketing and consumer acceptance of green products. It provides an overview of The Body Shop, including its founding, social activism, and product positioning as organic and against animal testing. Research gaps are identified around the link between green attitudes and purchase behavior. A study was conducted with 102 respondents through online forms and interviews at stores. Key findings include that over half consider environmental friendliness when buying cosmetics but it may not determine purchase. The Body Shop has strong brand recall and is seen as premium but expensive. While animal testing is a preference, quality is the primary purchase driver.
The Face Shop is a Korean cosmetics brand that operates over 800 shops in Korea and 318 outlets globally. It positions itself as a natural and eco-friendly brand using around 600 botanical extracts. It offers a wide range of affordable skin, makeup, hair and body care products. While it has strong brand awareness, it faces threats from newer Korean brands and increased competition in the natural cosmetics market. Its target market includes women aged 16-35 interested in Korean culture and beauty who seek good quality, affordable options.
What is social media marketing? Why social media marketing and blogging is important for companies? How companies implement those strategies to better engage with customers?
The document discusses the marketing strategies of several organizations, including:
- Fuji Xerox Australia, a printing company that segments customers and positions itself as environmentally friendly.
- The Australian Football League that targets all demographics and positions itself as family-friendly through various products and nationwide events.
- The Australian Defence Force that could improve transparency and adapt more quickly to changes through proactive marketing of its equal opportunity employment.
- Mortein, Australia's top insecticide for over 100 years that markets to all homeowners through established slogans and adapting to new technologies.
- ACT Policing that engages the community through various media and segments campaigns to provide safety and comply with the law.
Hong-Colate plans to open a chocolate shop in Hong Kong. The marketing plan aims to analyze opportunities and threats, propose a marketing mix, and develop strategies. Target customers include young professionals, wedding couples, and corporations. Products will include Chinese themed chocolate incorporating characters, designs, and packaging. Pricing will vary by collection but be competitive. The shop will be located in an upscale mall. Promotional activities will utilize the website, magazines, group buying, social media, and email marketing. Milestones include breaking even within two years and increasing market share and sales.
For Public Relations, we had to design a public relations plan for a Bulgarian Yogurt brand, Trimona. My main part of the project was to design and create the whole book.
The Body Shop values natural ingredients, animal-free testing, and environmental and social responsibility. The document discusses The Body Shop's target market of well-educated women and men ages 18-55 interested in ethical products. It aims to reinvigorate the brand for existing customers and introduce it to new audiences. Research found low brand awareness, with many unaware of The Body Shop's stances. While values were important to consumers, convenience was a higher priority than environmental friendliness.
This document provides a summary of key trends in the makeup industry in 2014 according to a report by Consumer Insight. It identifies 10 major trends: health and wellness, easy and affordable, sustainability and ethics, sensory and indulgence, individualism and expression, smart and connected, evolving landscapes, comfort and uncertainty. Each trend section includes a SWOT analysis and discussion of themes within that trend, with examples given of new products embracing various trends. The document also provides statistics on the makeup market breakdown and insights on packaging and technology innovations.
This project is an extensive research on the buying behavior of consumers for different brands of chocolates. It covers facts and figures and depicts all graphs of the companies. It begins with the introduction of industries. It covers some of the major strategies adopted by the companies like their pricing policy, sales promotion, and advertising policy, distribution policy etc. The project has been made interesting with the inclusion of the topics, which covers the 4P’s of marketing.
The major players in the sweet confectionary industry in India are Amul, Campo, Cadbury, and Nestle. They have a cut-throat competition among themselves. Whatever strategy is followed by one company, it is copied by the other to make themselves popular among the market too.
The document summarizes a marketing research project conducted by students to analyze customer loyalty for mouth fresheners among male smokers aged 18-30. The students conducted surveys of customers and paanwalas (tobacco shop owners) to understand brand preferences and factors influencing purchases. Key findings included low brand loyalty, with Chlor-mint having the highest preference. Advertising and taste were most influential on customers. Paanwalas did not receive sales commissions so had little motivation to promote specific brands. The students recommended Chlor-mint offer incentives to paanwalas based on sales and leverage tobacco distributors' networks to influence mouth freshener sales.
Theo chocolate case study, their evolution, marketing strategy adopted by them, their up and downs , how they became successful, their swot analysis and how they overcome to worst situation.
3G Doctor slide deck EyeforPharma Mobile Future of Pharma (LOW RES)3GDR
This document discusses the future of mobile health (mHealth) and how mobile technologies can add value by connecting patients and clinicians. It describes how mHealth can provide rich multimedia content, access to electronic health records, mobile diagnostic innovations, and prioritize customers over products. The document emphasizes that mHealth involves engaging both patients through tools like interactive questionnaires and video consultations, and clinicians by adding value with these connections and data sharing capabilities. It argues that mHealth is not rocket science and can have significant impacts like the example of one company that engaged 14,000 doctors and 9 million patients in its first month.
Étude de cas sur la stratégie de l'entreprise Withings, (Océan Bleu, innovation consente). Focus sur sa politique de Gestion des Ressources Humaines. Préconisations suite au rachat de l'entreprise par Nokia Technologies, en termes de gestion de parties prenantes (Stakeholders).
The document provides an agenda and overview for a group marketing project on The Body Shop. It includes:
1) An analysis of The Body Shop's company background, product portfolio, and strengths like its strong brand image and loyal customer base.
2) A PESTEL analysis identifying opportunities like increasing demand for natural products and threats like stiff competition.
3) A SWOT analysis and discussion of The Body Shop's supplier network and financial supports as strengths against weaknesses like limited advertising.
4) Recommendations for corporate, product, pricing, placement, and promotional strategies including line extensions, bundle pricing, and public relations events to increase brand awareness.
The document provides a marketing analysis of The Body Shop, a cosmetics company known for cruelty-free products made from natural ingredients. It discusses The Body Shop's target demographics of women aged 18-55, geographic targets of urban areas, and competitors like Bath & Body Works. The analysis also examines The Body Shop's marketing mix, including similar product packaging, middle-end pricing, and promotion through word-of-mouth. In conclusion, the author reflects on learning about The Body Shop's business through this assignment.
COM 588: THEO Chocolate Marketing Integration Plan Melinda Yang
This document contains a marketing proposal for Theo Chocolate to increase their brand awareness during the holiday season. It includes a SWOT analysis, noting strengths like high quality products but weaknesses like low winter sales. Opportunities include social media and partnerships. Threats include similar brands. The proposal recommends increasing emotional connection through storytelling on social channels. It outlines advertising on Google and YouTube to support awareness. Target audiences of Kathy and Anna Beth are introduced. A "Holiday Traditions" campaign is proposed, along with timelines, budgets, and key performance indicators to track success.
The document summarizes the marketing process of The Body Shop International. It discusses the company's core values of defending human rights and protecting the planet. It then outlines the marketing research conducted, including political, economic, social, technological analyses. The STP process is explained as targeting mass consumers aged 20-55 that are environmentally and socially conscious. The marketing mix discusses the company's natural product positioning and packaging, as well as distribution through company stores and online. Promotion utilizes social media as part of the e-marketing strategy. In conclusion, the increasing demand for customized products provides an expected challenge for The Body Shop to innovate their offerings.
In this research we have survey the product performance and buying behavior of the fragrance of perfumes, which are used by people of all ages. During this research we have interacted with people of all ages who use perfume. After this research we came to know how people perceives these products on the variables like price, fragrance, advertisement, satisfaction, packaging, brand loyalty etc.
This document analyzes the competitive marketing strategies of Ben & Jerry's and Häagen-Dazs and their effect on brand equity in Singapore's ice cream market. It provides an overview of the market growth and trends, profiles the two premium brands and their competition, and outlines a research methodology involving secondary data analysis, qualitative primary research through interviews and focus groups, and quantitative primary research to verify brand attributes. The hypothesis is that aggressive marketing strategies between the two brands substantially affects their brand equity, and possible outcomes include an analysis of consumer perception and the brands' marketing strategies, as well as strategic proposals to capture market share.
The document discusses green marketing and consumer acceptance of green products. It provides an overview of The Body Shop, including its founding, social activism, and product positioning as organic and against animal testing. Research gaps are identified around the link between green attitudes and purchase behavior. A study was conducted with 102 respondents through online forms and interviews at stores. Key findings include that over half consider environmental friendliness when buying cosmetics but it may not determine purchase. The Body Shop has strong brand recall and is seen as premium but expensive. While animal testing is a preference, quality is the primary purchase driver.
The Face Shop is a Korean cosmetics brand that operates over 800 shops in Korea and 318 outlets globally. It positions itself as a natural and eco-friendly brand using around 600 botanical extracts. It offers a wide range of affordable skin, makeup, hair and body care products. While it has strong brand awareness, it faces threats from newer Korean brands and increased competition in the natural cosmetics market. Its target market includes women aged 16-35 interested in Korean culture and beauty who seek good quality, affordable options.
What is social media marketing? Why social media marketing and blogging is important for companies? How companies implement those strategies to better engage with customers?
The document discusses the marketing strategies of several organizations, including:
- Fuji Xerox Australia, a printing company that segments customers and positions itself as environmentally friendly.
- The Australian Football League that targets all demographics and positions itself as family-friendly through various products and nationwide events.
- The Australian Defence Force that could improve transparency and adapt more quickly to changes through proactive marketing of its equal opportunity employment.
- Mortein, Australia's top insecticide for over 100 years that markets to all homeowners through established slogans and adapting to new technologies.
- ACT Policing that engages the community through various media and segments campaigns to provide safety and comply with the law.
Hong-Colate plans to open a chocolate shop in Hong Kong. The marketing plan aims to analyze opportunities and threats, propose a marketing mix, and develop strategies. Target customers include young professionals, wedding couples, and corporations. Products will include Chinese themed chocolate incorporating characters, designs, and packaging. Pricing will vary by collection but be competitive. The shop will be located in an upscale mall. Promotional activities will utilize the website, magazines, group buying, social media, and email marketing. Milestones include breaking even within two years and increasing market share and sales.
For Public Relations, we had to design a public relations plan for a Bulgarian Yogurt brand, Trimona. My main part of the project was to design and create the whole book.
The Body Shop values natural ingredients, animal-free testing, and environmental and social responsibility. The document discusses The Body Shop's target market of well-educated women and men ages 18-55 interested in ethical products. It aims to reinvigorate the brand for existing customers and introduce it to new audiences. Research found low brand awareness, with many unaware of The Body Shop's stances. While values were important to consumers, convenience was a higher priority than environmental friendliness.
This document provides a summary of key trends in the makeup industry in 2014 according to a report by Consumer Insight. It identifies 10 major trends: health and wellness, easy and affordable, sustainability and ethics, sensory and indulgence, individualism and expression, smart and connected, evolving landscapes, comfort and uncertainty. Each trend section includes a SWOT analysis and discussion of themes within that trend, with examples given of new products embracing various trends. The document also provides statistics on the makeup market breakdown and insights on packaging and technology innovations.
This project is an extensive research on the buying behavior of consumers for different brands of chocolates. It covers facts and figures and depicts all graphs of the companies. It begins with the introduction of industries. It covers some of the major strategies adopted by the companies like their pricing policy, sales promotion, and advertising policy, distribution policy etc. The project has been made interesting with the inclusion of the topics, which covers the 4P’s of marketing.
The major players in the sweet confectionary industry in India are Amul, Campo, Cadbury, and Nestle. They have a cut-throat competition among themselves. Whatever strategy is followed by one company, it is copied by the other to make themselves popular among the market too.
The document summarizes a marketing research project conducted by students to analyze customer loyalty for mouth fresheners among male smokers aged 18-30. The students conducted surveys of customers and paanwalas (tobacco shop owners) to understand brand preferences and factors influencing purchases. Key findings included low brand loyalty, with Chlor-mint having the highest preference. Advertising and taste were most influential on customers. Paanwalas did not receive sales commissions so had little motivation to promote specific brands. The students recommended Chlor-mint offer incentives to paanwalas based on sales and leverage tobacco distributors' networks to influence mouth freshener sales.
Theo chocolate case study, their evolution, marketing strategy adopted by them, their up and downs , how they became successful, their swot analysis and how they overcome to worst situation.
3G Doctor slide deck EyeforPharma Mobile Future of Pharma (LOW RES)3GDR
This document discusses the future of mobile health (mHealth) and how mobile technologies can add value by connecting patients and clinicians. It describes how mHealth can provide rich multimedia content, access to electronic health records, mobile diagnostic innovations, and prioritize customers over products. The document emphasizes that mHealth involves engaging both patients through tools like interactive questionnaires and video consultations, and clinicians by adding value with these connections and data sharing capabilities. It argues that mHealth is not rocket science and can have significant impacts like the example of one company that engaged 14,000 doctors and 9 million patients in its first month.
Étude de cas sur la stratégie de l'entreprise Withings, (Océan Bleu, innovation consente). Focus sur sa politique de Gestion des Ressources Humaines. Préconisations suite au rachat de l'entreprise par Nokia Technologies, en termes de gestion de parties prenantes (Stakeholders).
15 trendy online public relation pr tips for global healthcare & pharmaceutic...Social Bubble
The document provides 15 tips for effective public relations and branding, including creating an effective brand name, maintaining relationships with journalists, knowing what topics are newsworthy, encouraging positive coverage of your industry, broadcasting announcements through various channels, building your brand through blogging, harnessing social media, encouraging searches of your brand name, identifying target media outlets, reaching out to publishers and editors, getting involved in your community, measuring online PR through analytics, avoiding public fights with competitors, and staying consistent with honest messaging.
White Ideas Media: Innovation led Marketing for Pharmaceutical OrganisationsWhite Ideas Media
The pharmaceutical industry is a thriving one with growth potential of 12 percent year on year. This is expected to compel companies to continue and accelerate consolidation, and focus on core competencies. Volatility of the market will also bring more attention on cost reduction programs. Marketing Outsourcing and Offshoring is gaining importance for most pharma companies as awareness increases about immediate cost savings and tapping into specialized skills with increasing importance being given to educational value-based messaging.
Whether it's a brand new concept or upgrade –a successful launch can set you up in a blazing growth track. A solid marketing plan backed by synchronized support from various internal groups ensures a successful launch. White Ideas Media helps companies conceptualize launches, build brand identities, and develop go-to-market communication programs. Though our innovation led marketing programs, we create a comprehensive digital media strategy and constant post-launch communication we ensure your brand creates recall and stays current.
We could start from scratch by building a comprehensive marketing plan for your organisation that includes conceptualization, brand identity, microsites, communication, and digital media or plug-and-play into the grand scheme of things by doing specific assignments.
This document analyzes and maps 14 different chocolate bar brands according to various factors such as price, masculinity/femininity, indulgence, giftability, age of first consumption, convenience, earth friendliness, creaminess, and friendliness of image. It finds that Cadbury dominates the most sought-after positions across categories and is therefore named the brand leader. The document also notes that Cadbury has taken steps to emphasize earth friendliness through initiatives to reduce its carbon footprint and help cocoa farmers.
Microsoft announced its biggest acquisition ever by purchasing Nokia's Devices and Services business for $7.2 billion. The deal will see Microsoft take control of 32,000 Nokia employees and facilities that design, manufacture, and assemble mobile phones. While the deal thrusts Microsoft into the hardware business for the first time, it hopes to strengthen its position in the smartphone market by combining Nokia's hardware expertise with its Windows Phone software.
This document discusses communication methods for smart things and their requirements. It lists requirements like low energy, mobility, proximity detection, and security. Potential communication mediums are then presented, including Bluetooth, BLE, WiFi, Zigbee, LPWAN networks, mobile networks, NFC/RFID, ultrasound, and voice. Examples of smart devices and the communication methods they use are provided, such as Philips Hue lights using Zigbee, iBeacons using BLE, WiFi scales, smartwatches using BLE/WiFi/BT, and Alexa using WiFi. Bluetooth iAP is described as allowing only accessory and user connection through BLE, with iOS app connection, energy efficiency,
The document outlines the strategy for internal communications, media relations, social media, and vendor management for the HR department over the next quarter. The objectives are to ingrain the organization's values and culture, elicit desired employee behaviors, enhance the employer brand, and manage vendors. For internal communications, the plan is to facilitate new hire onboarding, communicate organizational goals, and encourage innovation through events. Media relations will feature the organization as a top employer and share thought leadership. Social media will increase awareness of policies and encourage participation. Vendor management will set KPIs and review performance against cost, quality and timelines.
Nestle is a large global food and beverage company that was founded in the 1800s and has grown through mergers and acquisitions over the years; it implemented an ERP system in 2000 to standardize processes across its subsidiaries which resulted in cost savings but also implementation challenges that were addressed through improved change management. The company uses marketing information systems and e-commerce strategies to gain insights into customers and improve operations.
Kapferer's Brand Identity Prism is a framework that represents a brand's identity using six aspects: physique, personality, culture, relationship, reflection, and self-image. These aspects are divided into the constructed source/receiver and externalization/internalization dimensions. Kapferer's prism enables brand managers to assess their brand's strengths and weaknesses to create loyalty and value. Coca-Cola and Starbucks are examples of brands that can be analyzed using the six aspects of the Brand Identity Prism.
Pharmaceutical marketing plan case studyMohamed Magdy
Pharmaceutical Marketing Plan Case Study
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Where Right Brain Meets Left: Translating for Medical and Pharmaceutical Mark...Erin Lyons
Medical and pharmaceutical marketing and promotional translation is a highly specialized discipline requiring scientific understanding and the agility and resourcefulness of a creative wordsmith. Translations must be accurate and intelligible, but they must also be engaging and work within the framework of an existing brand personality and advertising platform. Participants will be given an overview of advertising and promotional material (print, television, sales aids) and technical input (product monographs, patient brochures, production-related documents). Specific exercises and examples will explore interlinguistic wordplay, language-specific tone and voice, and production and regulatory constraints.
Amul's communication strategy - A report.Rahul Pillai
This document provides background information on Amul, including:
1) Amul was founded in 1946 as a dairy cooperative in Anand, Gujarat in response to farmers being exploited by middlemen. It has since expanded significantly across India.
2) Amul uses a three-tier structure with village cooperatives collecting milk, district unions processing it, and a state federation marketing products. This structure eliminates middlemen and allows farmers to control the process.
3) Amul has a large distribution network including over 10,000 village collection centers, 14 district plants, and distribution to over 450,000 retailers across India each day.
This document discusses strategies for launching new pharmaceutical brands. It outlines that successful product launching depends on coordination across functions. The purpose is to build sales. A launching strategy consists of marketing decisions, activities, and product attributes to present the product to its target market. The objectives are to generate income. Key aspects of launching strategy include being first to market, a first follower, or delayed entrant. Marketing decisions include market entry strategy, product positioning, and marketing mix. Strategic decisions involve company strategy, product strategy, market strategy, and competitive strategy. Tactical decisions involve the marketing mix of product, price, promotion, and distribution. Success depends on customer performance, financial performance, and technical performance. The document provides details on various strategic
Here are some key points to consider when managing a pharmaceutical product portfolio across the product life cycle:
- Balance pipeline, in-line, and mature products to ensure continuous revenue and profit streams as products move through stages of the PLC
- Allocate R&D, marketing resources appropriately based on products' stage in PLC
- Consider portfolio synergies - how products complement each other's markets, sales forces, etc.
- Manage patent expirations and generic competition for in-line products
- Continuously evaluate portfolio for gaps, underperformers, and divestment/acquisition opportunities
- Ensure pipeline has mix of early/late stage products and therapeutic areas for future growth
The goal is a balanced,
This document discusses key aspects of developing an effective brand strategy, including establishing a brand vision, positioning, contract, and communication plan. It provides examples of brand visions, positions, and contracts for well-known brands like Disney, Walmart, FedEx, McDonald's, Apple, Google, and Toyota. The document also outlines metrics for measuring return on brand investment, such as brand awareness, contract fulfillment, customer acquisition and loyalty, financial value, and price premium.
Project managers use Key Performance Indicators (KPIs) and dashboards to monitor and communicate the status of a project. KPIs should be measurable metrics that indicate if objectives are being met. Effective KPIs are specific, measurable, attainable, relevant and time-bound. KPIs can be quantitative or qualitative and should be selected to provide insights without overwhelming stakeholders with too much data. Dashboards consolidate multiple KPIs using visual widgets like charts, tables and gauges to give viewers a quick status update in an easy to understand format.
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2. Company introduction Industry Theoretical Background Communication strategy Bibliography 10/21/2010 Green&Black's Agenda
3. Founded in 1991 by Craig Sams Green – organic; Black – 70% cocao content The Maya Gold variety –first Mark 2005 acquired by Core values: Ethical sourcing Organic products Fairtrade 10/21/2010 Green&Black's Introduction of the company
4. Premium chocolate - the fastest growing segment in the industry – expected to reach $12.9 billion in 2011 Greater awareness for organic and Fairtrade products Major markets – North America and Europe UK – largest within the EU with Trends Premiumization Organic, Fairtrade High-cacao chocolate - 45% + health benefits 10/21/2010 Green&Black's The Chocolate Industry Estimated UK retail sales by value 1998-2009 (£ million) Source: Fairtrade 2010
5. Premium chocolate - the fastest growing segment in the industry – expected to reach $12.9 billion in 2011 Greater awareness for organic and Fairtrade products Major markets – North America and Europe UK – largest within the EU with Trends Premiumization Organic, Fairtrade High-cacao chocolate - 45% + health benefits 10/21/2010 Green&Black's The Chocolate Industry Estimated UK retail sales by value 1998-2009 (£ million) Source: Fairtrade 2010
6. Brand Communications Brand Repositioning - from organic and niche, to premium and mass Consumer perception Repackaging Brand Equity 10/21/2010 Green&Black's Theoretical Background Emotional Benefits Intangible associations Brand Benefits Brand Identity Rational Benefits Presence Adapted from McKinsey&Company
7. 10/21/2010 Green&Black's Communication Strategy PR Strategy : Stakeholder target: consumer; Fairtrade organization; farmers; Cadbury owners; Tools: Use focus groups to determine preference for taste and packaging Repackaging Tasting Communicating positive effect on farmers in Belize Easter campaign ‘Disappoint the kids for Easter” Going fully organic, and explaining its meaning Making it available in Harrods and Selfridges and health food shops Analysis and critical insights: Market: Growing preference for premium products Wide awareness of Fairtrade and organic products Consumer: Greater consumption of chocolate due to its health qualities Readiness to pay more for premium products Deception that G&B’s has only dark chocolate Equal preferences between dark and milk chocolate Equal among men and women Cadbury impact on organic image perception Ethical considerations are growing Customers rarely change and try new flavors Parents control the purchasing behavior of their children Wholesaler: Wholesalers have different store places for organic and standard products
8. 10/21/2010 Green&Black's Communication Strategy PR Strategy : Stakeholder target: consumer; Fairtrade organization; farmers; Cadbury owners; Tools: Use focus groups to determine preference for taste and packaging Repackaging Tasting Communicating positive effect on farmers in Belize Easter campaign ‘Disappoint the kids for Easter” Going fully organic, and explaining its meaning Making it available in Harrods and Selfridges and health food shops Analysis and critical insights: Market: Growing preference for premium products Wide awareness of Fairtrade and organic products Consumer: Greater consumption of chocolate due to its health qualities Readiness to pay more for premium products Deception that G&B’s has only dark chocolate Equal preferences between dark and milk chocolate Equal among men and women Cadbury impact on organic image perception Ethical considerations are growing Customers rarely change and try new flavors Parents control the purchasing behavior of their children Wholesaler: Wholesalers have different store places for organic and standard products
9. Bowers, Simon. " * Business * Ethical business Cadbury gobbles Green & Black's." Guardian 13 May 2005 : n. pag. Web. 5 Jun 2010. <http://www.guardian.co.uk/business/2005/may/13/ethicalbusiness.fairtrade>. Elliott, Richard, and Larry Percy. Strategic Brand Management. New York: Oxford University Press, 2007. Print. http://www.guardian.co.uk/business/2005/may/13/ethicalbusiness.fairtrade Ford, Jonathan. "Which Came First: The Packaging or the Advertising?." Gain: AIGA Journal of Business and Design (2006): n. pag. Web. 6 Jun 2010. <http://www.aiga.org/content.cfm/which-came-first-the-packaging-or-the-advertising_1>. http://www.worldcocoafoundation.org/ "Green & Black’s Marketing Success." Guardian 23 Oct 2008: n. pag. 235-240 Web. 5 Jun 2010. <http://www.b2bcopywriter.co.uk/uncategorized/green-blacks-marketing-success/>. Klinger, Peter. "Cadbury Buys Green & Blacks." Chocolate Traveller Magazine (2005): n. pag. Web. 5 Jun 2010. <http://www.chocolatetradingco.com/magazine.asp?section=3&id=51>. "Successful Brand Repositioning." McKinsey&Company. (2001): 1-14. Print. "Marketing Green & Black's: Organic plus luxury adds up to the taste of success ." Independent 17 Apr 2006: n. pag. Web. 3 Jun 2010. <http://www.independent.co.uk/news/media/marketing-green-amp-blacks-organic-plus-luxury-adds-up-to-the-taste-of-success-474441.html>. Purvis, Andrew. "How a £1.50 chocolate bar saved a Mayan community from destruction." Guardian 28 May 2006: n. pag. Web. 6 Jun 2010. <http://www.guardian.co.uk/lifeandstyle/2006/may/28/foodanddrink.features1>. Pay, Ellen. "THE MARKET FOR ORGANIC AND FAIR-TRADE COCOA." Independent Sep 2006: n. pag. Web. 5 Jun 2010. <http://www.fao.org/fileadmin/templates/organicexports/docs/Market_Organic_FT_Cocoa.pdf>. Smithers, Rebecca. " Green and Black's to go 100% Fairtrade." Guardian 28 Jan 2010: n. pag. Web. 5 Jun 2010. <http://www.guardian.co.uk/environment/2010/jan/28/fair-trade-ethical-living>. www.gourmetretailer.com 2008 Trend Report: Premium Chocolate The Sweet Sales of Success www.fairtrade.org http://www.worldcocoafoundation.org/ http://www.chocolate.org/green-blacks.html http://www.greenandblacks.com http://www.craigsams.com/pages/gb.html 10/21/2010 Green&Black's Bibliography
Editor's Notes
The aim of this project is to analyze the strategic brand repositioning communication of the organic chocolate manufacturer Green&Black’s in the context of the industry of premium organic chocolate and the latest trends. It summarizes the current situation and target position and critically examines the steps towards the goal of global player in the chocolate confectionary market.
Green&Black’s was started in London in 1991 by the founder of Whole Earth Craig Sams – an already established organic food company. His idea to produce all natural, fair trade chocolate was sparked when and his wife tried a sample of dark 70% chocolate made from organic cocoa beans. Both chocolate lovers decided to give the world the first organic, intense flavored chocolate made up of 70% chocolate solids (Sams). They found in Belize, a community of farmers which were producing high quality all natural cocoa beans who had no market to sell them. Craig and his wife agreed to buy the produce of the farmers at a fair price and this was how the Maya Gold variety was born, which earned the Fair Trade Mark. Today most of the company’s organic cacao comes from Madagascar, Belize and the Dominican Republic and Green & Black’s already uses about a third of the world’s organic cocoa (Klinger). The name of the company originated from the initial idea that Green represents the organic nature of the product, while Black represents the intense cacao content. The brand name and products picked up quickly and by 2004 it was making a profit of £20m. In 2005 the brand was acquired by Cadbury Plc. (Bowers) and thus the company became part of a global conglomerate. Many people argued that Green&Black’s will loose its organic and ethical appeal once it became part, but Cadbury’s spokesman assured the consumers that: ‘Cadbury is treating Green & Black’s as an independent business – so our great tasting chocolate will stay the same, our ethical sourcing and business practices will continue and even the same teams have stayed on to run the business’ (Green&Black’s). Currently all these core values are still strongly supported by the company's culture.Fairtrade – The first brand in the UK to go fair hoping to go all fair by end of 2011Ethical Sourcing – respect of human rights and ethical trading,With this background in mind, we can clearly see that the company was targeting the niche market (at that time) for organic product consumer, who was also willing to pay a premium price for the quality he received. Later with the acquisition by Cadbury the company’s products were exposed to a much wider global market and they could not rely any more on their niche strategy but had to open to a wider public and had to change their brand position.
Since its early conception G&B has pledged to operate with all natural resources, which are also ethically purchased from suppliers and farmers, who grow cacao beans. The Mayan Gold variety of chocolate became the first product in the to receive the Fairtrade logo. This meant that the company was paying the fair price for ingredients it used and respected all workers involved in the process, ensuring their safe working conditions. They are operating in the organic and premium segment of the chocolate industry. This is only one example in a constantly growing industry of organic and Fairtrade products. These products are often perceived as superior in quality and even luxury because of their higher price. According to many industry experts, the world market for premium chocolate has shown significant growth in recent years, and will continue to grow, despite economic recession, as consumers are looking for affordable luxury goods (Pay). According to Nielsen's Strategic Planner report that the average equivalized unit volume price for a chocolate to be called ‘premium’ should be $8 or more. It is predicted that the global market for such chocolate will grow from $7 billion in 2007 to $12.9 billion in 2011 (Pay) with the US and UK representing the biggest growth potential of about 50% annually for the next 5 years according to Mintel.
Part of the growing awareness and demand is due to the fact that people are becoming more health cautious and actually purchase dark chocolate because of its beneficial qualities for the hearth and high amount of antioxidants. For example UK’s organic chocolate market has been growing on average of 30% since 2002 as Mintel estimated and is a significant improvement in a market which normally grows by less than 2% per annum over the same period. Together with this trend customers are becoming increasingly ethically concerned and therefore more and more manufacturers stress on the origin or their sources and the all natural way of production. Fairtrade’s logo is now internationally recognized and the majority of the people trust it. According to Fairtrade’s own statistics the fair imported cacao has grown to £44.2 million in 2009, a 64% increase from 2008 alone. This international trend for products has resonated across all distribution channels and has lead further the premiumization of certain brands. Others have not been able to capture on this wave since their traditional brand image could not be extended to premium products. Such examples are Cadbury – with sales growing5% a year between 2001 and 2003, driven by the re-branding and extension of its Dairy Milk brand;Mars' sales grew only 1% a year during the period and Nestlé's sales were stagnant. In the meantime premium chocolate brand Lindt saw 37% annual growth albeit from a small base. Super-premium companies like Thornton's and Elizabeth Stork also saw strong growth. This shows that there is great potential still in the niche market for premium chocolates. According to Euromonitor International, the marketing capabilities of Cadbury can not only grow Green and Black's share to challenge Lindt at the top of the chocolate premier league, but it will also continue to increase awareness of organic and premium chocolate among consumers. Green & Black’s will also benefit from Cadbury’s strong presence in impulse channels such as newsagents, where distribution of their products is still relatively weak. The brand also offers strong potential for further overseas expansion, something that can certainly now be facilitated thanks to the backing of the world’s number two confectionery manufacturer.Another important aspect of the industry that is important in relation to G&B’s is that within the segment of premium chocolate there has not been a clear preference between dark and milk chocolate, as they are both estimated to be around 40% according to Mintel, although consumers in Europe prefer the dark, while the Americans prefer the milk variety. Also studies found no correlation between gender and consumption of chocolate, breaking a classical myth that women eat more chocolate than man.
One of the fundamentals of company communications is the brand communication – making the people aware what is its about and making it a label which will help people identify a particular product and connect their memory and emotions with it (Elliott). This essentially leads to brand positioning, which is also represented in all communication strategies with the objective to create further brand awareness and brand attitude. In the case of G&B’s the initial brand positioning has featured the organic nature of the product and the high chocolate content. However, with its acquisition by Cadbury, the company could not longer stay in this niche market, and had to expand. In order for this to happen, the company needed to make brand repositioning and convey to the consumers that this will be a premium product offered in a wider range and in more location. This new communication strategy also lead to the realization that according to many consumers G&B’s mainly consisted of dark chocolate products. The reality was that the company had a much wider portfolio of tastes, but was putting the focus on the dark varieties, as those were essentially the ones to represent the company’s name Black. The challenge was to change and expand the perception in the consumer’s mind, while at the same time preserve the original attributes of the brand’s core value. In order to do this the company decided to change the packaging. The incentive behind this move, was to change the visual aspect of the brand positioning and to redirect the customer’s perception. In traditional communication theory, packaging is the last final step of the purchasing decision, and no matter how sophisticated and elaborate all communication strategies are, the packing could ‘make or break’ a product. People often buy packing which they are familiar with and eventually relate the brand to its looks. Packaging is the key interface between brand and consumer as it can connect on a physical, spiritual and sensory level to create that all-important ingredient to guarantee brand success – desire (Ford). In addition to repackaging, which was of great importance to G&B’s there are also three essential steps to establishing the new brand position. These are: ensuring the relevance to the consumer’s ‘frame of reference’, assure that you have the ‘support’ of the consumer and he is ready to accept the change; deliver what you promise (McKinsey&Company). They are all important when a company is truing to make aspirational repositioning and reconnects the brands promise with the customer understanding. The final and most important one is the delivery process, where consumers can in reality experience the new guarantees and can ‘see’ the difference with the previous state and with the other products on the market. The ultimate aim of this process is to build on the brand equity and extend it. A company can succeed in this if it can only build bridges to the original position of the brand and show the obvious transition. It must also leverage the unique emotional benefits or identity elements of the brand’s equity that are relevant to their target consumer (McKinsey&Company).
Initial State:Green&Black’s initial position shows that the chocolate company was operating mainly in the niche market of its organic roots. At the same time the superior quality of its products have been represented in a wrong way and the consumers thought that they were only producing dark chocolate. This is somewhat understandable since its name bares the connection with dark chocolate and the company has not been able to position its milk chocolate products for example in the proper way. Analysis:With the growing market of premium products and the wide spread awareness of the meaning of Fairtrade and organic, G&B’s is in a perfect position to expand its brand and reposition it as a premium product as well. The consumers of the premium chocolate are health cautious people, with a willingness to spend more on higher quality products. The company used to target ‘time poor, food rich’ people, however its products were mainly positioned among organic, bio products and were difficult to locate on the shelves. Another critical insight was when the company discovered that the consumers did not like the packaging and in addition it was giving a wrong image about the brand identity. In fact about 20% of the respondents of a survey thought that the company had only dark chocolate varieties. When asked about their preference consumers show no clear preference between dark and milk products and also the myth that women were bigger consumers of chocolate was broken. This meant that G&B’s needed to only change the perception about its product line and rip the benefits of higher sales. Another important insight was that when the company was acquired by Cadbury, many people though that G&B’s was moving away from organic and ethical practices and this was essentially problematic since those were some of the core values of the company. In addition, the growing awareness of people about Fairtrade and ethical sourcing meant that the company might loose its competitive edge. Finally, many surveys showed that the consumers were very diversified in their taste preferences and were rarely switching to new flavors and for young consumers (children) its was primarily the control of their parents, especially mother, which was changing the purchasing behavior.
Target State:The primary position that G&B’s wants to move to is being the dominant player in the organic chocolate market, while at the same time be perceived as luxury, affordable good, which can compete with other mainstream brands with he difference that it is also ethically sourced. Strategy:In order to achieve this the company had to understand their target group very well. They undertook focus group testing so that to determine what is an affordable luxury, what should the positioning in the stores be and how should the packaging convey the brand message. After the results very processed the company decided to focus on changing its packaging, providing a wide range or tasting opportunities in new distribution places, so that new consumers can taste the real flavor or chocolate, and stressing on the ethical sourcing attributes. In the UK for example the company used the help of the Observer Food (influential food magazine) to gave away sample chocolate bars with the hope to spread the name with the free samples and new packaging. Another very important aspect of the communication strategy is to ‘communicate’ the taste of the product. According to experts the taste of the organic chocolate is distinctively different than traditional mass brands and the only way for consumers to find the difference is to try it. This is why giving the people the chance to taste the brand was considered a much more powerful than any traditional type of persuasive advertising and communication. Also the company used the Glamour magazine, when it ran an advertorial on the celebrity interest in the ethical chocolate brand. Those places were all used to spread and communicate the company’s devotion to ethical trading, sourcing and Fairtrade. They are trying to explain how has G&B’s chocolate bar has helped many Belizean families of farmers with the emphasis on the Maya Gold variety, which became the first product to receive the Fair trade logo. A very important part of the strategy was the Easter campaign called ‘Disappoint the kids this Easter’ - ostensibly intended to persuade consumers to go out and purchase one of the company's seasonal eggs made from a distinctive dark chocolate deemed beyond the palate of the average sweet-toothed child. Although this traditionally would have been a sacrifice for any other chocolate brand, its worked perfectly for G&B’s because it gave them the chance to differentiate from the traditional perception of chocolate as dangerous for children’s teeth and enhanced the health benefits of the dark organic chocolate. Finally, to be able to deliver the product to the wider audience, and through the bigger distribution channels provided by Cadbury, the company chose to position itself in big stores like Harrods and Selfridges as they represented its luxury nature, while at the same time they were offered in health food shops so to communicate its organic, Fairtrade features.
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