Abstract This paper is a research paper on product positioning. In particular, this paper encompasses product positioning research and gives recommendations to Starbucks on their frappuccino product. It analyzes pricing, new and more attractive promotional programs, and distribution strategies to ensure continued growth of the product.
Table of Contents:
Thesis
Current Segmentation
Current Target Market
Current Positioning
External Influences
Internal Influences & Demographics
Situational Influences In The Decision Making Process
Nominal Decision Making Process
Post Purchase Process Analysis
Product Place/Distribution
Price
Promotion
Conclusion
From the Paper "Starbucks Frappuccino has been a dominant coffee brew for several years now. Product marketing to the current target segments and cultures are becoming less of a growth potential market because of product saturation and changing influences. Current segmentation, targeting and positioning have been extremely successful as of today. The understanding of external and internal influences attribute to the analysis of the current consumer base. The consumer decision-making process and the level of consumer involvement, along with a serious analysis of their post-purchase process complete the understanding of this Frappuccino success. In an effort to maintain and grow the Frappuccino product of Starbucks, a repositioning of the image must be considered. New pricing, new and more attractive promotional programs, and even distribution strategies must be addressed and implemented to successfully reposition the Starbucks Frappuccino product in the marketplace of tomorrow."
Abstract This paper provides an investigation into Nestle's marketing activities, examining its marketing techniques in terms of product, promotion, pricing and distribution. The paper looks at how Nestle has progressed to its present status in the food industry. It provides an analysis of Nestle's global marketing strategy and a study of the macro and micro environmental factors that affect the marketing strategies adopted by Nestle. The paper also looks at the Nestle website and shows how it can be used as a marketing tool.
Outline
Background and Significance Discussion
Implications and Recommendations
Macro and micro environmental factors and global marketing
The External Macro Environmental
Demographics
Technology
Economic Conditions
Business Cycle
Inflation
Interest Rates
Competition
Social And Cultural Forces
Gender Shift
Time Fitness
Political And Legal Forces
External Micro Environmental Factors
Market Suppliers
Marketing Intermediaries
An Organization's Internal Environment Factors
Market Segmentation
Marketing Segmentation Strategy of Nestle
Marketing Research Product, Packaging And Branding Strategy Of Nestle Nestle Product Positioning
Nestle Products Packaging And Labeling
Branding
Brand Equity
Pricing Strategy Of Nestle
Promotion of Nestle
Advertising
Sales promotion
Public Relations
The Role of Nestle's Website in Promotion
Distribution of Nestle's Products Distribution System
Franchising Nestle's Organization Structure
Region Structure
Business Unit Structure
Nestle Foods And Beverages
Other Operations
Conclusion
References
From the Paper "Nestle is a large company and its main aims are to maintain or increase its market share and sales volume in order to have stability in the market. Nestle adopts a sales oriented pricing scheme. Increase in sales volume would be advantageous to a company like Nestle because it allows for rapid growth and intimidates other companies which would like to enter the same market. Increasing or maintaining market share ensures that Nestle's products are the most widely used by consumers, giving Nestle market confidence in its products. This in turn could increase share prices and the stock because Nestle is regarded to be in a relatively stable position compared to other companies in the same market."
Abstract This paper discusses the business prospects for the product VIVID, an anti-wrinkle cream containing Retinol. The paper explores the marketing edge of this product over existing products in the market, citing both the timing of the product and the lower cost of VIVID. The author describes the marketing techniques and the business plan for the product.
Table of Contents:
Introduction
Marketing
Financial Management
Operations
Conclusion
From the Paper "As compared to creams which sell for $90 or higher per ounce, it is the guarantee of VIVID that wrinkle lines will vanish when used over a 30 day period. The majority of women see immediate results. VIVID has been receiving a lot of enquiries every week enquiring the causes regarding selling the product for 10% of the price charged by Estee Lauder for a comparable Retinol cream. We provide our answer that we have tested our Retinol against theirs and our cream wins by a large margin. However, we lack the marketing savvy of Estee Lauder which is beneficial to our clients. Majority of the large cosmetic companies give greatly publicized anti-aging wrinkle cream. What they are unsuccessful in disclosing that these products speed up the aging process of the skin and increase the risk of skin cancer. Clinical studies in the US and Europe demonstrate the effects of these skins to be short-term based and cause damage in the short-term and an important factor of aging of skin in the long term. (Retinol Wrinkle Treatment, 2 OZ)"
Abstract Developing and introducing a new product requires several marketing considerations. This paper presents the many negative factors to product development that must be dealt with. It also examines several factors that promote successful product development. Finally, product positioning and pricing are also shown to be important considerations. Microsoft and Apple-Macintosh are used as examples.
From the Paper "One of the negative factors is uncertainty. This is especially true if the product is not only a new product for the organization but also a new product for the industry. One example that shows this is the computer software industry. The uncertainty is present because of its nature as a new and pioneering industry. The industry is rapidly changing and companies in the industry must be continually innovative and make decisions based on limited information. There is no certainty in this industry that a successful company will remain successful. To give an example, we can consider Apple-Macintosh. Apple-Macintosh had first-mover advantages as the first to develop a graphical user interface and their technology was ahead of Microsoft?s, yet despite this Microsoft became the market leader. This is an example of how the maker of the best product is not necessarily the market leader in emerging industries (Burke, Condron, Conroy, Knol & Nolan.)
"The second negative is the high cost of product development. The high cost means that organizations developing new products need to get a return on investment that justifies this high cost."
Abstract This paper looks at various factors which cause low morale and ultimately low productivity in a workplace. Topics discussed are the impact of discrimination in the workplace; the role of leadership in improving productivity; attributes essential for enhanced productivity; ways to improve productivity in the workplace and the importance of fun in the workplace.
From the Paper "An average employee lives around 10,000 days of his lifetime working. When one looks at it this way, it is rational to try and make this time at work as gratifying and rewarding as one can, so that people can be saved from burning out in advance. As a matter of fact, it is proven by research that the easiest and most effective way to uplift morale, be proof against turnover, and enhance output at the office is through encouraging fun in the workplace. Though most people draw back at the likelihood of achieving momentous goals and having fun simultaneously, it is a very viable blend."
Tags: leadership, role, discrimination, morale, enhanced, performance, communication, vision, production
Abstract The paper reviews the application of the law of marginal productivity in a strategic production decision by a company. The paper discusses the concept of diminishing returns and explores the new product development for the larger market.
From the Paper "Strategic decision based on production and cost at wildwood harvest foods. The law of marginal productivity is based on the concept of diminishing marginal productivity, more typically referred to as the law of diminishing returns. The hypothesis underlying the law of diminishing returns is that if one factor of production is increased by small constant amounts while all other factor quantities are held constant then after some point the resulting increases in output become smaller and smaller."
Abstract This paper analyzes the cellular telephone industry in terms of factors affecting its growth and pricing, noting that the cellular telephone has gone from a product used only by the wealthy to a product sold to millions of people, a product on which more and more people rely daily, and a product much less expensive than when it was first introduced, to the point today where cellular telephones are given away by many, while money is made from connections to the company providing cellular telephone service.
From the Paper "The cellular telephone has gone from a product used only by the wealthy to a product sold to millions of people, a product on which more an d ore people rely daily, and a product much less expensive than when it was first introduced, to the point today where cellular telephones are given away by many, while money is made from connections to the company providing cellular telephone service. Once the initial growth phase of the cellular industry was completed, the industry was able to give more attention to its future. In that early period, the industry faced a number of concerns about certain developments and certain questions that would affect future growth and development. Most of these have been given at least preliminary answers, and the system has changed and become more efficient. The product and service is clearly viable, and demand cost has been dropping."
Abstract The paper discusses the role of the production chain in any business and the role that it plays in the manufacturing cycle. The paper highlights that it is important that the production chain is
efficiently managed and utilizes the Cocoa Cola company for its research.
Outline:
Statement of the Problem
Production Chain Management
Why Use Production Chain Management?
Marketing Strategy
Utilizing the Internet
The Marketing Mix
Third-Party Providers and Logistics Management
Just-in-Time Inventory
Methodology - Qualitative Research
From the Paper "There are six essential factors of production chain management and seven components. The six essential factors are consumer demand, information and communication technologies, globalization, competition, government regulations, and environmental concerns. As for the seven components, these include suppliers, procurement, manufacturing, order management, transportation, warehousing, and customers. All of these are significant and important, because they work with one another and tie into each other very strongly. If there is a breakdown in one of these areas, other areas are affected by it."
Tags:production, chain, management, information, communication
Abstract The ancient mode of production (antiquity) was based on a form of division of labor between two social classes, namely slaves and slave owners. In these agrarian societies, the slave owners controlled the forces of production and the means of production, including estates and plantations.
Abstract This paper takes an in-depth look at knowledge management, a relatively new business concept that is attracting the attention of informed and global-oriented companies because of its promise to introduce new elements of flexibility and efficiency in the entire business spectrum - from management, plant and production to front line activities. This paper attempts to answer many questions related to knowledge management, which a growing number of management scholars present as a newly discovered key to unlock the productive powers of all people in a company and to bind them in one neat package towards achieving organizational success.
This paper has chosen to focus on three examples of companies in the automotive industry, implementing knowledge management.
Table of Contents
List of Tables
List of Figures
Acknowledgement
Chapter I - Introduction
Chapter II - Literature Review
I.1. Knowledge Management
II.1a. Knowledge as Business Asset
II.1b. Types of Knowledge
II.1c. Key Players in KM
II.1d. Transfer of Knowledge
II.1e. Holistic Approach
II.1f. Primacy of People
II.2. The Automotive Industry
II.2a. Technology and Innovation
II.2b. Control Systems
II.3. Product Development
II.3a. Development Stages
II.3b. New Imperatives
II.3c. KM Strategies
II.3d. KM Terms and Concepts
II.4. Conceptual Framework
II.5. Information and KM Concepts
Chapter III - Industry, Country & Company Review
III.1. Industry Trends
III.2. Country Perspectives
III.3. Company Reports
Chapter IV - Research Methodology
III.1. Observation and Direct Communication
III.2. Quantitative vs. Qualitative Research
Chapter V - Results
Chapter VI - Discussion and Conclusion
From the Paper "There are as many definitions of knowledge management as there are long-cherished ideas of how to run a business. If there is a common ground in the divergent perceptions of knowledge management, it is the generally accepted proposition that KM aims to transform knowledge into new levels of organizational capabilities and competences (Sanchez, R., 2006). The debate revolves around the question of how to implement it in the most effective manner. This study thus fixes its attention on the different KM strategies adopted by organizations, closing in on the international automotive industry because it is identified as among the sectors that especially needs and stand to derive enormous benefits from the new management technique. The focus shifts from there to the development process for new vehicles, where KM is said to be most helpful, and which calls for synthesizing all kinds of knowledge and specialization - the whole rationale for KM. As setting of the study, we pick out India for the simple reason that it now serves as manufacturing base for the internationalization efforts of many automotive companies."
Abstract This paper concerns product bundling and offers a few examples. It defines brief benefits to customers as well as to companies providing the bundling. The examples that are reviewed are software and a few financial examples as well as practical reasons for why companies like to bundle their products. The writer also discusses that more often than not, companies lose money on the products themselves but gain on a customer basis.
From the Paper "In an economy that is extremely price sensitive, most consumers have turned into very conservative shoppers. This affects not only the way their purchase clothing and food but also when they are purchasing items considered to luxury items such as software and sporting goods. Often consumers find themselves being placed in a position that in order to purchase one item, which might only cost $100, they must increase their spending. This is rare but can be seen during the introduction of a new product, which will be sold later individually. However in order to gain it initially, the consumer will need to purchase it with another product at a higher price. If one analyzes the price of each item the customer may indeed gain a large saving but is basically forced to purchase another product that he may or may not use."
Abstract This paper discusses a group of bundled attributes on cards presented to consumers as a survey on a new product. The paper examines the new product, a convertible slipper that can be made into an outdoor shoe, noting the attributes consumers want and how some of the attributes of this new product are too new to be readily understood by the consumer. The paper explores how these problems can be overcome by marketing.
From the Paper "The eight attribute bundles used for this research cover the following areas for the sneaker design. The cross trainer sole style is presented with two different color schemes and with laves and as a slip-on. The running sole has two color schemes and is either an athletic shoe or lace shoe. The convertible slipper with a sneaker sold is another style. The seventh type is a running sole with two color schemes as a slip-on. The last is a cross trainer sole athletic show with three color schemes. The various shoes are also differentiated by price, ranging from $60 to $110 and up."
Abstract The evolution of product liability in terms of the law of negligence represents one of the more fascinating developments in tort law over the past two centuries. In the 21st century the issue of product liability is particularly prominent in the public consciousness with the increasing size and economic importance of the industrialized consumer economy. This essay focuses on the law of negligence with particular reference to the issue of product liability.
Abstract The paper explains that an analysis begins with a consideration of the nature of the gap, which is not as clear as it might be, given the methodological concerns that have been raised over certain measures of productivity and so over any comparisons that might be made with such data. The paper relates that recent analyses suggest that the productivity gap may be more illusion than reality and that the method used to calculate productivity in the two countries varies so that a useful comparison is not possible. In addition, it is not clear that any gap that might really emerge would be detrimental in itself.
Abstract The idea of 'Fordism' being the defining feature of the modern economy is a contentious one. While few can deny that the Fordist method of production and its various attributes have greatly affected economic progress in the 20th century and the post-war years in particular just how much genuine importance can be ascribed to it remains in question. Some suggest that it encompasses 'all things' modern about an economy. Others suggest that its role is far less subdued. This paper will probe into these issues in an attempt to answer the question of how, and if, the Ford model of production is a distinctly 'modern' organization of work.
