By refining the market Pure Blonde can further its market scope to target more customers. It also keeps the product to seem fresh and new, which is a title several brands would like. However there are advantages and disadvantages to this refining especially in the sense of focusing on Pure Blonde’s low-carbohydrates aspects instead of its premium qualities. The advantage of redefining its market as low-carbohydrate is that it taps into the strong consumer focus on diet stable alcoholic beverages. Of the 3 distinct target markets each had a focus on body image and how low carbohydrate intake is a strong seller point to match this attribute of the three target markets.
They allow firms to adjust its product market portfolio and in this case diversify within markets of Pharmaceuticals. Mergers and acquisitions can reduce financial risk, increase market share and utilize research and development if managed properly . However it has become conventional for companies to over pay for targets and suffer post-acquisition disorder to later sell off the entity at a loss down the road. The most prominent example of this would be the AOL-Time Warner merger. However, if the acquisition is managed properly the transaction can dramatically alter the competitive landscape giving them a competitive advantage over their rivals.
Brand positioning was seen as its best leverage as Coke Zero competes in a category where factors such as price, costs, competition and distribution are relatively unchanging. A Needscope assessment revealed that the Needstate ‘Vibrancy’ was indicated the largest segment of ‘Needs’ opportunity for beverages. However, diet colas are sold in the ‘Control’, ‘Composure’ and ‘Tranquillity’ space, which are less brand desirable and represent less ‘Needs’ opportunity in the beverages sphere. Furthermore, Coke Zero’s target audience was young adults 16-29, for whom the notion ‘living life’ wielded a greater influence than ‘exercising self-control’, a notion synonymous with ‘diet’. Thus, it was necessary to reposition Coke Zero to recapture the attention of their target audience and successfully compete with Pepsi Max.
Healthy choices are always more expensive than bad choices. In “A Tax That Invests in Our Health” by Richard F. Daines, he remarks the reason that people prefer bad choice over healthy choice. He writes, Healthy choices are rising in price while the cost of bad choices falls. Low-fat milk costs more than soda. So grocery stores in poorer neighborhoods stock less milk and more soda, and the relentless advertising from the beverage industry and fast food joints makes sweet drinks an expected part of daily living.
Although they have a large following, their consumers enjoy the Mountain Man Lager for the manly beer it is. The Mountain Man Brewing Company needs to act intelligently and not make decisions based on impulse. Focusing on their only product and perfecting that would guarantee continued success with Mountain Man Brewing. 2. Statement of the Problem Mountain Man Brewing Company is experiencing declining sales because beer drinkers’ preferences have been changing over the years.
• more advertisement • healthier flavors • larger diet soda flavors • adding a juice product Marketing Strategies To add to advertising and flavors, Jones Soda will try to complete the following strategies: 1. Target Market Strategy: Jones Soda will continue to target the existing consumers while focusing on more upscale locations to sell the soda, like large hotels, country clubs, spas, high schools tattoo parlors, skate shops. 2. Positioning Strategy: Jones Soda will choose to place their product in an unique fashion which would show this soda as being the up scale soda pop. 3.
Foremost, the newer PowerMaster brand had higher alcohol content than the previous malt brand by the name Colt 45. Their campaign slogan was “Bold Not Harsh”, and according to them, its superior taste was the basis of their marketing plan and not its alcohol content. However, the PowerMaster brand would cost the same as Colt 45 brand, which had lower alcoholic content than PowerMaster. This meant that consumers would get drunk more times they used to but at the same price. This, in my view, does not reflect any ethical considerations.
In fact, teenagers turn the wealthier, more loyal customers away! According to a Munchies business analysis, during the summer Munchies made more profit due to the lack of teenagers. Businesses have a tough enough time making it in the economy! They don’t need people turning their loyal customers away! Some might say that they are turning their future customers against them.
1 Branding Strategy 2 Dessert flavored Pinnacle Vodka offers their consumers a chance to relax and indulge in delciously sweet cocktails. Because Pinnacle targets a younger consumer market, their strategy needs to rely on innovationi and uniqueness with the ability to capture the essencce of a good time with friends and family. Not only are those core values necessary, but today's youth require constant and changing stimulation to keep their interests. Therefore, Pinnacle adheres to their consumer needs and wants by continuing to proliferate their vodka flavors and building brand value with each introduction. Beam Inc.'s General Manager, Deb Boyda noted, “We had the chance to create an iconic integrated brand campaign from the ground up focusing on the fun of the product (Brazzier).” The vodka line's branding strategy positions the array of flavored vodkas as a way to add to a fun, playful, and congenial atmosphere when being consumed.
Health concerns are the major factors driving such behavior, with 64% of consumers who reduced their consumption saying it’s because products in the category are unhealthy/fattening. Staying viable in the marketplace will require continued product innovation, including the development of natural and better-for-you (BFY) lines. PepsiCo dominates category sales of the salty snacks segments. 2.1 Market Summary Doritos is the market leader in its segment. In 2006, it accounted for around 10.5% of the American US$19.5bn savory snack market.