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Case Studies on Kelloggs and Nestle Products

————————————————- Kellogg’s Special K® – Setting the (Cereal) Bar Higher Once upon a time, the cereal category was simple, but over the last decade, food manufacturers have created a host of innovative new entrants to the category – and no brand has done it better than the Kellogg Company with their Special K line. In 2006, BusinessWeek. com writer and marketing pundit, David Kiley, predicted that “Kellogg will run up against what every ambitious consumer marketer eventually faces: a case of […]

Advertising in Indian Economy

INTRODUCTION Advertising is attempting to influence the buying behavior of the customers or clients by providing a persuasive selling message about your products and/or services. Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, […]

David Jones

DAVID JONES 8th October 09 Strategic Recommendations Report 08 Fall Executive Summary The Australian retail industry is experiencing significant changes in both macro and industry environments. Companies are required to improve customer service quality to retain customers as rivalry for customers is increasing due to the rising amount of online retailers. To meet this challenge, David Jones should expand into online retailing. Building customer loyalty will determine the viability of the transformation into a successful e-commerce company. Additionally, identification of […]

Li Ning in with Nike and Adidas to Carve up Sportswear Market

Brand loyalty is stronger for Li Ning than for the two leading foreign brands, suggesting that modern marketing strategy is taking hold on the Chinese mainland much more quickly than had previously been anticipated. A study jointly undertaken by Horizon Research and Horizonkey. com on leading sports shoe brands in 2003, Li Ning leads in brand loyalty with 53. 4%, followed by Adidas and Nike with 39. 8% and 39. 1% respectively. However, two other domestic brands – Shuangxing and […]

Levi Strauss Marketing Plan

Levi Strauss Marketing Plan Keller Graduate School of Management – Online MM522 Final Draft Executive Summary Levi Strauss & Co. is a privately held clothing company founded in 1853. It is the global leader in denim jeans in more than 110 countries in which it markets its products. The company is also one of the world’s largest branded apparel companies in which it designs and markets jeans, casual wear, and related accessories for men, women, and children under the Levi’s®, […]

Iga Marketing Plan

Execute Summary The purpose for this document is to describe, and provide a framework for an optimized marketing plan for IGA Australia entering into Chinese market in the period May 2010 to May 2013. The report offers a structure for developing, implementing and controlling IGA China marketing program for the international IGA brand, in order to achieve focal objectives as followed in this plan. The Competitive Analysis points out the fact that the Retail Industry is dominated by 3 major […]

Porters 5 Forces for Del Monte India

Company name: Field Fresh Pvt. Ltd. (Del Monte Foods) SBU: Processed foods & beverages Strategic group: Nestle (Maggi), HUL (Kissan), Dabur (Real) Industry Analysis: A. Bargaining Power of Suppliers-Low Switching costs- low Differentiation of inputs- low Threat of forward integration- high Supplier concentration- low The Porter’s “Five Forces” framework for packaged food & beverage industry analysis Bargaining Power of Buyers- Low Buyer concentration: less Buyer Volume: low Switching cost: low Brand identity: strong Ability to backward integrate: less Threat of […]

Playstation 3 Campaign Audit

2010 Playstation 3 “It only does everything”. A Campaign Audit Table of Contents EXECUTIVE SUMMARY3 INTRODUCTION4 SITUATIONAL ANALYSIS4 COMMUNICATION OBJECTIVE AND MESSAGE/MEDIA STRATEGY6 CAMPAIGN BUDGET11 CAMPAIGN EFFECTIVENESS12 WORKS CITED LIST15 APPENDIX A17 APPENDIX B18 APPENDIX C19 APPENDIX D20 APPENDIX E21 EXECUTIVE SUMMARY The reason behind this campaign audit was to further our knowledge and skills needed in the area of advertising and promotion. In particular we are focusing on the “It only does everything” campaign run by Sony, to promote […]

Wilkinson Hardware Stores Ltd

Company History Wilkinson Hardware Stores Ltd. is a family-owned general merchandiser in the UK founded by J. K. Wilkinson in 1930. From its humble beginning as a small hardware shop in Leicester, the company has grown into one of the leading retailers in the UK with ? 2 billion turnover, 22,000-employees, and about 350 stores across England, Wales and Scotland. The company’s growth over the years has been driven by the simple philosophy of selling quality goods at discount prices, […]

Innovation and Design Strategy

Samsung Electronics: Innovation and Design Strategy Introduction: The case study commences with the integration of innovative design and brand management by Samsung Electronics which started a new trend in the electronics industry. As discussed in the case, initially Samsung was not much popular and lacked design identity but later it relocated itself by: * Improvement in the product development processes * Increasing their investments in R&D and product design i. e. R&D globalization. * By adopting right innovation strategies. By […]

Penetration of Mango Drinks in Siliguri Market

Penetration of Mango Drinks in Siliguri Market A Project Report On “PENETRATION “PENETRATION OF MANGO DRINKS IN SILIGURI SILIGURI MARKET” Undertaken at HINDUSTAN COCA COLA BEVERAGES PRIVATE LIMITED SILIGURI, WEST BENGAL (Submitted In Partial Fulfilment of the Requirements for the Award of PGDM) Submitted By Sourav Paul DCSMAT Business School, Kerala DCSMAT Business School Page 1 Penetration of Mango Drinks in Siliguri Market Under the Corporate guidance of Mr. Arindam Sikdar Area Sales Manager, Coca-Cola, North Bengal & Sikkim Under […]

Management Research-Survival of Restaurant Industry in Recession

“Will Restaurant industry survive with current Economic Recession In United Kingdom? ” “As Budget hits Recession …Bucks are in congestion…Belly’s locked its Dine-out fun! ” INTRODUCTION This economic downfall is a shock for the people who are up in the profit ladder, challenge for the owners in the middle and caution for the starters about to climb. This economic downfall though had swallowed profits and credits of various fields. It has feed numerous profit counts for the media, as it […]

Amstel Swot Analysis

B. SWOT Analysis: STRENGTHS: 1. The advantage of existing production line with nearly 30 years experience in producing high quality light lager. Amstel® is one of the two principal international brands of the world leading brewer Heineken. The company was the first importer to introduce light beer since 1980, leading American light beer revolution with delicious Amstel Light® which has only 3. 5% alcohol content and 95 calories – 35% fewer calories than regular lagers. Hence, the company has ample […]

Cadbury Silk

A new variant of the Cadbury Dairy Milk has been launched in India by Cadbury India. The new chocolate is priced at Rs 49 for 69 grams and Rs 99 for 160 grams bar. The chocolate will be available in the flavors like milk chocolate, roast almond and fruit & nut. According to the reports, the company claims that the chocolates new variant has been launched keeping in mind the demand for smoother, creamier and finer chocolate available internationally. The […]

Hakkasan Restaurant Review

Hakkasan Restaurant Review Christian Liaigre’s magnificent designs and Tong Chee Hwee’s magical food makes the experience at Hakkasan truly memorable and out of the world, quite befitting to their glowing Michelin star …well except that it also creates a massive black hole in your money-bag. It is not easy to find the restaurant in Hanway Place. The lack of visible sign-boards make the journey to the restaurant like a game of treasure hunt (Juliane 145, 2015). There is a fair […]

Retail Marketing & Management Questions

Retail Marketing & Management Questions Select a retail sector with which you are familiar. What is the likely impact on the sector of a downturn in the growth of consumer spending- What strategies should a (named) retailer in the sector adopt to minimise the threat? Following the financial and economic crisis in 2007, the reduction in consumer spending had a significant impact upon major high street fashion brands including Marks and Spencer, which saw sales and profitability fall significantly. In […]

Customer Association and the Success of the Branding Strategy of Starbucks’ Coffee

‘The Way I See It’: Customer Association and the Success of the Branding Strategy of Starbucks’ Coffee Introduction Maintaining an effective brand image is a challenging task, where a company needs to maintain the sense of momentum without losing a sense of continuity (Cagan and Vogel, 2001). The power of the Starbucks brand is exceptionally strong and has been imitated by numerous related and unrelated products and companies around the world (Knapp, 1999: 199). The expansion of Starbucks from just […]

The Impact of Advertising on Consumer Purchase Behavior

It can be said that advertising is a subset “promotions” in the marketing mix decisions and promotions put simply involves the mass communication of the product offering to the target market (Jobber and Ellis-Chadwick, 2013). Other than the obvious reason of persuading customers to make purchases, it is imperative to promote the product offering in order to create an image of the product which becomes one of its differentiating factors (Doyle and Stern, 2006). Furthermore the promotion of a product […]

Marketing Plan for Introduction of Multi-functional Remote Device of JKL Plc

Proposed Marketing Plan for Introduction of Multi-functional Remote Device of JKL Plc, UK. Section 1: Introduction and Background This report entails the development of a marketing plan for the launch of a new product, a Multi-functional Remote Device (MRD), to be presented to the Investment Committee of JKL Plc. JKL Plc is a large London headquartered multinational FMCG with operations spanning 16 countries across the world. Its turnover for the financial year ended December 31, 2010 amounted to GBP 454 […]

Marketing Portfolio for Starbucks

1.0 Executive Summary The report examines and analyses a portfolio of advertisements from Starbucks. The main segmentation criteria used by Starbucks is psychographic segmentation, targeting customers based on their lifestyle and attitudes. Starbucks aims to create loyal customers and reduce brand switching by offering a wide variety of products and special coffees regularly. Using a combined push-pull strategy, the company mostly relies on advertising, promotions, personal selling, Internal marketing, and public relations, all making good use of AIDCA formula. An […]

Marketing Strategy Report for NEXT PLC

Marketing Strategy Report for NEXT PLC 1. Introduction In the following report the marketing strategies of Next PLC, a British based clothing and home products retailer will be researched and analysed before recommendations for possible improvements are provided. This report will analyse the company marketing strategy by assessing the marketing mix or the “4 Ps” of product, price, place, and promotion as well as the environment in which the company operates. Once this is completed, an analysis of the strengths […]

Why is it Important for an International Marketer to Study Culture

Why is it important for an international marketer to study culture? Outline the main techniques available for undertaking cultural analysis? Where once marketers of goods or services may have targeted customers only in their domestic market, the globalisation of the business environment through improved technology, reduction in trade barriers and emergence of large multinational corporations (Palmer & Hartley, 2002), means that the marketers of today may have the option to consider marketing internationally. It is posited that an international firm […]

Internationalisation of Nicolites E-cigarette in India

Introduction There are a number of factors that compel businesses to trade and market their products internationally. For instance, international marketing enables businesses to (1) increase their customer base and market share, (2) minimise their reliance on any single market and (3) avail benefits of becoming multinational brand (Buckley and Ghauri, 2004). Over the last decade and a half, international marketing has become substantial (Hill, 2012); to the extent that consumers barely notice the fact that a majority of the […]

Loyalty Cards as a Method of Making Shoppers Go to One Supermarket

Section A: Loyalty cards as a method of making shoppers go to one supermarket In addition to gaining customer information, marketing the company, developing relationship with its customers, the ultimate objective of loyalty cards is to retain customer loyalty to drive repeat purchases. Hence, through development of loyalty schemes, the marketers / retail companies etc. aim to ensure that shoppers make repeat purchases. One of the most common reasons behind consumers’ repeat purchases is brand loyalty. A research study conducted […]

Measuring the Strategic Readiness of Intangible Assets

In 2000, the market-to-book value, or in other words, the ratio of the stock-market value to accounting value of the largest 500 companies in the U.S, increased to 6.3. In simple words this means that for every six dollars of market value, only one dollar appeared on the balance sheet as a physical or financial asset. The cause of this large difference has been attributed to the rise in value of intangible assets. ( Source: Getting a grip on Intangible […]

The UK Chocolate Market Example for Free

1) “It is said that life without chocolate is like a beach without water” (Christou, 2009). The UK Chocolate market is the largest within the European Union (30 percent of the EU market) with British citizens consuming more chocolate than any other EU nation (Barnett, 2006). Within the UK adults are the primary consumers eating A£3.5 billion a year compared to children who consume A£390 million a year, with the over 55’s the highest consumers of all adults (Scott-Thomas, 2009) […]

Implications in Supermarkets Example for Free

Introduction In hypercompetitive industries (D’Aveni 2010) such as characterised by the present UK supermarket retail sector where competitive rules are changing fast with disruptive business models from new entrants like Aldi and Lidl (Savage 2014) continuing to pressure the market share of hitherto brand leaders like Tesco and Asda; brand differentiation can be an effective tool to counter the effects of resulting downward pressure on prices and profits (Kumar 2006; Matzler et al 2009). Understanding the expectations of the customer […]

Lidl Grocery Store Example for Free

The UK grocery market is a highly competitive and saturated market with thousands of competitors. Demand is distinct for being price elastic such is the nature of the market. This makes it notoriously difficult to make any advances on market share (Burt and Sparks, 2003). Since entering this market in 1994, Lidl have become deeply entrenched with over 600 stores at its disposal which expresses the phenomenal success that they have achieved (Lidl 2012). They are now a formidable competitor […]

Analysis of UK McDonald’s Sales Decline

Introduction The aim of this report is to analyse the current situation of McDonalds as an organisation in the UK market and to evaluate their current sales decline. The primary focus is to provide a detailed analysis of the organisation and its position in the UK market, developing a link between declining sales and the overall shift in consumer behaviour. The report initially provides an overview of McDonalds as an organisation. This is followed by a detailed evaluation of the […]

Property Rights and the Constitution

Property rights and the Constitution This essay will discuss the plain packaging laws for tobacco in the Commonwealth of Australia. A recent High Court of Australia’s judgment in the case of JT International and British American Tobacco v Commonwealth of Australia[1] has upheld the righteousness of the tobacco plain packaging laws. However, the manufacturers have argued that such laws constitute hostile acquisition of intellectual property. This paper reviews such claims of manufacturers and whether intellectual property rights are indeed endangered […]

Brand Essays