United Arab Emirates University
Faculty of Business and Economic | FBE
Consumer Behavior |MKTG 320
GROUP TERM PROJECT
Instructor: Dr. Mumin Dayan
Table of contents Introduction 3 Description of the product category 3 Product life cycle 4 Market 5 Packaging 5 The Consumer Decision Process (CDP), Coffee Shop 5 Pricing 7 Distribution 8 Promotion 9 Comparison between Starbucks and Dunkin Donuts 10 STARBUCKS 10 DUNKIN DONUTS 12 Which of the two marketing/advertising campaigns is more effective (Starbucks OR Dunkin Donuts), why ? 14 Conclusion 14 References 16 Appendix 16
In our project we studied The automotive industry is a term that covers a wide range of companies and organizations involved in the design, development, manufacture, marketing, and selling of motor vehicles, towed vehicles, motorcycles and mopeds. It is one of the world's most important economic sectors by revenue. The term automotive industry usually does not include industries dedicated to the maintenance of automobiles following delivery to the end-user, such as repair shops and motor fuel filling stations.
The term automotive was created from Greek autos (self), and Latin motives (of motion) to represent any form of self-powered vehicle. This term was proposed by SAE member Elmer Sperry.
We began our search by gaining some general information about the automobile company, after that, when we searched about the previous information, we selected two brands of automobile based on different marketing/promotion strategies, which is BMW 3 series and Mini Copper, these two different brand use different strategy. Each of these brands are using different advertising techniques to attract the consumers. For example BMW 3 series looking for the creativity and an emotional appealing when they use the advertisements,