In this assignment I will be describing and comparing marketing techniques used to market products in two organisations, Walkers and Costa Coffee, I will then evaluate the effectiveness of these techniques. Marketing is the management process through which goods and services move from concept to the customer or the development and implementation of a promotional strategy. A number of different marketing strategies can be used to promote a product or service to consumers. Branding Branding is the process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
Strategic Initiative Paper FIN/370 March 12, 2012 Rick Schultz Strategic Initiative Paper A strategic plan is an important component of any organizations success. With a solid strategic plan in place an organization will have a clear understanding of: * What they do, * Who their customers are, and * What risk factors they face (Titman, Martin, & Keown, "Section 17.1, An Overview of Financial Planning," 2011) Having a clear understanding of what an organization does enables them to compare every activity in the organization against their mission. For example, at Starbucks their primary objective is to maintain their standing as one of the most recognized and respected brands, as a premier retailer of specialty coffees
was given the highes t weighting of the comparables at 40% becaus e of its realized growth and its brand identity. Both Chipotle and Panera s trive to deliver fres h ingredients and provide s imple goods at a relatively fas t rate. They are als o located s olely in the US & Canada and have yet to expand into Europe, although they plan to when they find a s uitable menu. Starbucks Corp. (SBUX) – 20% Starbucks purchas es and roas ts whole bean coffee in the United States , Canada, UK, China, Germany, and many other countries . Starbucks provides a variety of coffees and es pres s os as well as fres h food items including pas tries , s andwiches , s alads , and other items .
Additionally, Starbucks has distribution agreements with office coffee supplier, hotels, and airlines. Using a variety of distribution channels allows the company to reach a wider market, however the company needs to be careful with this approach due to the potential channel of conflict. Implementation of Pricing Strategy Starbucks is the leader of the coffee market. As an individual company, it controls several times more market than any of its competitors. More than just a high priced coffee shop, Starbucks offers a combination of quality, authority, and relative value.
Environmental Factors Paper MKT/421 University of Phoenix Starbucks business activities cover a numerous range of places and this allows for Starbucks to use different routes for distributing products. Many different locations cause the environmental factors to be important when making marketing decisions. The distribution channels are affected in different ways and Starbucks being flexible in their marketing plan allows for things to be adjusted meeting the needs of the environmental factors. Starbucks is known as the largest coffee company in the world. They purchase and roast high quality whole bean coffee and serve it with different beverages and even sell coffee-related accessories and equipment.
They should communicate with various media channels and let them know that what they are doing is not wrong. They should place ads in the newspaper about how they produce safe, consumable lean beef. They could involve the government, U.S. Department of Agriculture and Food Safety and Inspection Service to assess the process and the final produce of lean beef and this would help communicate to the media and thereby to the general public that lean beef is consumable. 3. If BPI’s founder were to conduct a press conference, what points should he emphasize to the media and convey to the public?
In order to do this the marketing department is proposing several events to lure more consumer/store interaction. It is hoped that the consumer will make the events part of the social networking and a source of referrals. The system for developing this strategy is still in development and further research is necessary. As research is ongoing, the competition will also be assessed. A competitive marketing intelligence analysis is necessary because much can be learned from the competition’s successes and failures.
for students to analyze. Hand out one advertisement to each group, and ask them to consider the questions above regarding the author, message, and receiver of their chosen ad. They should also consider what appeals the advertisers are using to sell their product. The recorder should note down the most important points discussed by the group. The presenter should present the group’s ideas to the
While the TV commercials show someone grills steaks outside on the grill. At the end of the TV commercial, Sam says, “Beef It’s What’s for Dinner”. The sound of his sexy voice should make you want to eat more beef.The radio commercial you here meat sizzling on the grill as he speaks. On January 21, 2008 until present the Handsome and sexy actor Matthew McConaughay took over the voice over for radio commercial for the American Beef Council. He tells us the nutritional valves of a three ounce serving of lean beef and that it is an excellent source of Protein, Zinc, Vitamin B-12, Selenium and Phosphorous.
Do they expect me to get rid of all those other foods to? Surely they don’t have a bias for just eating turkeys, but meat in general. I just can’t do that; meat is part of my daily life. “On average, Americans eat the equivalent of 21,000 entire animals in a lifetime.” (pg. 121) I am one of those Americans who eat meat, and to give it up on Thanksgiving for someone else’s selfishness is not going to happen.