Select a consumer product/brand that has a large market in the UK and research its associated marketing programme and environment
Overview This document is related to marketing and its various concepts. It is about the external environment in which a product or brand operates, the marketing mix and the overall marketing applications and environment. In order to illustrate the application and how these things affect practically, a real world brand has been selected and all […]
The Ways in Which Global Marketing Campaigns can Best Address Culturally Specific Ethical Differences Between Nations. A Qualitative Study Amongst Marketing Managers Involved in Promoting Alcohol and Cigarette Products.
Introduction The following sets out the structure of a proposed dissertation. The dissertation focuses upon a multinational alcoholic beverage company which markets internationally to several culturally distinct nations. Different cultures hold vastly different views about a wide range of topics, and these different views need to be taken into account in any successful marketing campaign […]
1. INTRODUCTION Corporate strategic decisions are usually based on the methods through which an organization could leverage its existing competitive advantage in promoting value and ensuring growth (Lynch, 2009), while sustainable competitive advantage depends largely on how well a company performs these actions (Porter, 2008). The need for companies to grow and expand has been […]
What is the Ansoff Matrix? The Ansoff Matrix is a tool used by businesses to aid in decision-making surrounding product offerings and market growth strategies. Often referred to as the product/market growth matrix, the output of the matrix suggests whether businesses should offer new or existing products in new or existing markets (Tutor2u, 2010). Using […]
Marketing Activities in the Global Alcoholic Spirits Market: A Look at the Marketing Mix Strategies of the Top Spirits Producers
Introduction The global alcoholic beverages industry was found to have produced around 183bn litres at the end of 2004, increasing steadily at approximately 2% annually since the end of the 20th century. The industry is segmented into the different types of alcoholic drinks, and also the several different brands offered by various industry players. Over […]
Introduction Tesco has been proficient at customer acquisition and customer retention. This paper gives a brief over view of the marketing strategies currently being employed by Tesco to acquire and retain customers. This strategy is understood by dissecting analyzing Tesco’s strategic positioning and also its marketing mix i.e. Product, Price, Promotion, Place. Market Segmentation and […]
Introdction A brand is a design, term, name, or any feature used to identify the products or services of a seller from the ones of other sellers in the market (Jacoby and Chestnut, 1978). Although there is a large body of research on brand loyalty in marketing literature, the relationship between brand loyalty and brand […]
Critical insights into the marketing communications opportunities associated with mobile communications
Introduction The prevalence of mobile communications technology has opened up new opportunities for marketing communications on a scale that is unprecedented. The emergence of advanced wireless network technologies and the widespread use of mobile phones by a vast majority of individuals across different market segments and consumer groups now make it possible for marketing practitioners […]
Behavioural brand loyalty requires deep attitudinal attachment to the brand. Discuss the evidence for and against this statement.
Introduction The ultimate aim of all brands as well as those who market them is to build up a large, solid following of customer who are loyal to the brand, discussing it and favouring it in purchasing decisions where it is involved. The question that needs to be answered by all good brand promoters then […]
Consumers are highly involved in the brands they buy and purchase brands that are highly salient to their own personality. Discuss the evidence for and against this statement.
Introduction Since the publication of Marketing Behaviour and Executive Action in the 1950s (Alderson, 1957) the importance of consumers as individually motivated decision makers has been recognised. This assertion gives rise to debates about the motivation for consumer decisions: Does a consumer choose to buy a brand simply because they have heard a lot of […]
1. INTRODUCTION There has been a phenomenal change in the world of business over the last few decades. Globalization and the influx of technology have not only created new markets but also intense competition for businesses. Performance management has developed into an important organizational process and since the 1990’s there has been increasing stress on […]
By reference to academic literature, explore and critically evaluate the concept of core benefit. Make recommendations to management from the conclusions arising from that evaluation.
1. Introduction Kotler and Keller (2009) suggest that marketing is generally organised at five different levels, the most basic of which is the “core benefit”, that is, the key factor about the product or service that customers buy (Kotler et al 2009). At each level, more value is added to the product. This concept will […]
1. INTRODUCTION 1.1. Background The personal computing industry is one that is constantly evolving and fiercely competitive. Few players have been able to achieve long-term success and this is reflected in hugely changeable industry market shares. The lucrative exceptions to this rule have emerged to lead and define the market through marketing innovation as much […]
Answer Two Questions on Marketing Strategy 1. Adidas: Missy Elliott Campaign 1.1. Objectives of ME campaign There were several key objectives behind the ME campaign. Perhaps the main is to establish Adidas as a brand in the USA. Adidas are primarily a European brand, and have had a heavy reliance on soccer in marketing, and […]
1. Question 2: It has been suggested that customer profiling and effective market segmentation is critical to successful marketing. Using theory, discuss this with reference to Daimler and Mercedes-Benz organisation. 1.1 Overview of Strategy Marketing Planning Process A strategic marketing plan is essential for any organisation wanting to achieve success in marketing and communication. Broadly, […]
1.0 Overview of the Plan This marketing plan presents a strong case for CSI to be involved in strategic PR and marketing as well other value added activities to effectively communicate its mission, deepen its brand, and enhance its value and competitive advantage. Increasing competition and opportunity in the global sporting arena indeed makes it […]
Why is fast fashion marketing effective? An analysis into the online fashion marketing industry and examination of marketing principles and technique, and how these can be linked to greater sales figures
1. Introduction The fashion industry has undergone significant change and development over the last few decades, gradually transforming from a more stable industry into a very turbulent one. The change in the fashion industry is said to be driven mainly by sourcing from abroad which can be directly attributed to cheaper labour costs (Jones, 2002). […]
INTRODUCTION Over the last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch & Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturer’s hands to the […]
Introduction We live in a world of capitalism and multinational brands dominate the consumer market. To the consumer, brands that have existed over many years represent quality, esteem, identity, trust and above all, a very reliable source of customer support and care. Companies try to promote their brand equity by vigorous advertisement campaigns.