[pic] [pic] MARKETING MANAGEMENT “TROPICAN RELAUNCH CAMPAIGN” [pic] TABLE OF CONTENTS INTRODUCTION 3 Company Profile — PepsiCo 3 Vision 3 Mission 4 ‘Tropicana’ — History & Brand 4 Price Ranges 6 MARKET ANALYSIS 7 Industry Analysis 7 Competitor Analysis 7 SWOT Analysis 8 INTEGRATED MARKETING COMMUNICATIONS PLAN 9 Target Market 9 Communication Objectives 9 Advertising Message 10 New Product Range Variants
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1.0 Executive Summary Kentucky Fried Chicken (KFC) Malaysia is a major Quick Service Restaurant (QSR) operator in Malaysia and has been established for just over 20 years now. It serves mainly chicken related items‚ but offers side dishes to its consumers as well. Lately‚ more and more Malaysians have been opting for a healthier eating diet as a large number of them have become more health conscious. This has opened the door for KFC’s main competitors‚ such as McDonald’s‚ to come out with a new
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DIRECT MAREKTING: Direct Marketing Channels Any medium that can be used to deliver a communication to a customer can be employed in direct marketing‚ including: Email Marketing Sending marketing messages through email or Email marketing is one of the most widely used direct-marketing methods.[citation needed] One reason for email marketing’s popularity is that it is relatively inexpensive to design‚ test‚ and send an email message. It also allows marketers to deliver messages around the clock
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1. Create a problem/opportunity statement. Problem Statement: CEO‚ Patrik Simpson‚ has neglected Network International’s Scottsdale‚ Arizona office for the last two years. Its productivity and profitability are at an all time low. The staff is highly inadequate‚ incompetent and apathetic. Opportunity Statement: Network Internationals Beverly Hills‚ California office has been doing really well. Its productivity and profitability is unprecedented in Network Internationals history. Two of the most
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Brands which failed to judge the Indian market * * Mercedes-Benz. In 1995 the German car giant opened a plant in Indiato produce its E-class Sedan. The car‚ which was targeted at the growing ranks of India’s wealthy middle class‚ failed to inspire. By 1997‚ the plant was using only 10 per cent of its 20‚000 car capacity. ‘Indians turned up their noses at the Sedan – a model older than those sold in Europe‚’ reported Business Week at the time. ‘Now Mercedes has to reassess its mistakes and
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The labelling theory was a hypothesis proposed and developed by sociologists including Howard Becker and Edwin Lemert in the 1960’s. Eventhough Howard Becker became to successor of this theory‚ is was Edwin Lemert who had proposed the main concepts of labelling. It wasn’t until around 10 years later in the 1970’s that this theory became more prominent and developed. It is a theory of how the determination of an individuals behaviour or self identity‚ can be influenced greatly by terms used to classify
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The biological approach has shown to be one of the most scientific perspectives in psychology. When explaining human behaviour‚ the biological approach focuses on the role of genes‚ inheritance and biological processes‚ claiming that these are the things which determine behaviour. Additionally‚ the nervous system also plays an important role in explaining human behaviour. The biological approach arose out of attempts to understand two major issues: the relationship between the mind and body‚ and
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Executive Summary The report is to look at the case of Eastman Kodak to discuss the challenges it has faced‚ and find the opportunities to the new restructured Kodak. In the report it makes use of Five Forces model‚ SWOT model and PESTLE model to analyse Kodak’s performance in the over 130-year. Finally‚ through the analysis‚ it concludes that the challenges of Kodak mainly come from three aspects: the fast development of digital technology‚ intense competition and the threat of substitutions
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at least twice a year will be beneficial for ClearSK as a promotional tool. There are several benefits of attending a trade show such as getting potential customers‚ information on the most in-demand products‚ current pricing‚ and other market opportunities (Aileen‚ 2014). In addition‚ by attending trade shows‚ the awareness with regards to ClearSK’s product offerings and services will increase as representatives from spas and cosmetic businesses will also attend these shows‚ thus allowing us to display
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GREEN MARKETING Introduction: In the last decade‚ consumers have become more enlightened on environmental issues. Green marketing refers to selling product or rendering services based on environmental benefit. It came into existence in late 1980s and early 1990s. Green marketing is growing rapidly and consumers are willing to pay a lot for green product. There has been little analysis of the impact of this new market on the consumers and the environment so far. Green marketing affects all areas
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