and are evident in the 1996 net sales reports. For example‚ the company recorded “operating profit of 1.63 billion on net sales of 9.68 billion; which represented 31 percent of PepsiCo’s net sales and 60 percent of PepsiCo’s operating profit” (Kerin and Peterson‚ 2013). Moreover‚ Frito-lay’s five years period‚ from 1991 to 1996 sales and operating profit combine were 13 percent. The company has two fronts‚ the Americas and international. The Americas front consists of Canada and the United States;
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they account of 71% of the retail sales compared to 29 percent of sales made in restaurants and night clubs (Kerin & Peterson‚ 2010). The market for 2007 to 2011 was predicted to have a 10.2 percent growth rate. Red Bull currently dominates the Energy drink as it boasts an estimate of 43% of dollar sales in 2006 while the closest competitor has a 16% of the sales share (Kerin & Peterson‚ 2010). It is becoming a fad as I have noticed that there are many new energy drink flavors entering the market
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nutritionally balanced‚ high quality dog food brand Breeder’s Mix‚ which has been traditionally sold to the show dog kennel market. The dog food consists of 85% fresh meat and 15% high quality fortified cereal with no additives or preservatives (Kerin and Peterson‚ 2013). One of the challenges for Breeder’s Own is breaking into an already saturated market. However‚ based on recent interest from dog food owners in organic‚ all natural‚ preservative free dog foods‚ Breeder’s Own can capitalize on this
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Case Recap Dr. Pepper/7-Up (DPSU) is the largest division of Cadbury Schweppes PLC‚ the world’s third largest soft drink company. The Squirt brand manager in 2001‚ Kate Cox‚ is working on the brand’s annual advertising and promotion plan (Kerin & Peterson‚ 2010). The main issue in developing a marketing strategy stems from the market targeting and product positioning in Squirt’s advertising and promotion plan development. This case analysis will review the issues; examine the company’s strengths
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should be cleaver enough to augment the appeal of frozen dog food to new pet owners and lure faithful patrons away from the three traditional deliveries; nevertheless‚ priced efficiently enough to target any tier of our social class structure (Kerin & Peterson‚ 2013). Problem Identification There are some obvious problems when determining how to market Breeder’s Own Pet Foods. (1) its food is more organic than others (purportedly) which would seem to be a more expensive product due to the freshness
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250 property hotel chain with locations in 10 western and Rocky Mountain States. As a special assistant to the corporation the goal is to prepare a comprehensive analysis with the possibility of establishing a solid base for future growth. (Kerin and Peterson‚ 2010). This case study will provide a summary and analysis of Amber Inn & Suites‚ Inc. options and an examination into the company’s strengths‚ weaknesses‚ threats and opportunities. Problem Modification Amber Inn & Suites‚ Inc. problems
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improve the coats of animals. (Kerin and Peterson‚ 2013). One of the major challenges for Breeder’s Own is convincing customers that frozen dog food is the wave of the future. Based on positive feedback from food brokers‚ the company believes it can carve out a substantial market share with this product. The initial plan involves test marketing in the Boston area and if successful quickly ramping up production to make it available nationally (Kerin and Peterson‚ 2013). Problem Identification
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Squirt. “Squirt is a caffeine-free‚ low sodium carbonated soft drink brand with a distinctive blend of grapefruit juices that gives it a tangy‚ fresh citrus taste. Squirt is the best selling carbonated grapefruit soft drink brand in the U.S.” (Kerin and Peterson‚ 2010) Kate Cox‚ the brand manager responsible for Squirt believes that market targeting and product positioning are key elements in Squirt’s advertising and promotional plan development. This case study will provide a summary and analysis
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Bibliography: Kerin‚ R.A. & Peterson‚ R.A. (2013). Strategic Marketing Problems: Cases & Comments‚ 13 Collis‚ J.D.‚ & Rukstad‚ M.G.‚ (2008)‚ “Can You Say What Your Strategy Is?‚” Harvard Business Review‚ April (2008): 82-90. Day & Malcolm (2012)‚”The CMO and the Future of Marketing
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References: Kerin‚ R. & Peterson R. (2013). Strategic Marketing Problems: Cases and Comments. Pearson. -------------------------------------------- [ 1 ]. Kerin‚ R. & Peterson R. (2013). Strategic Marketing Problems: Cases and Comments. Pearson. [ 2 ]. Kerin‚ R. & Peterson R. (2013). Strategic Marketing Problems: Cases and Comments. Pearson. [ 3 ]. Kerin‚ R. & Peterson R. (2013). Strategic Marketing Problems: Cases and Comments. Pearson. Exhibit 2. [ 4 ]. Kerin‚ R. & Peterson R. (2013). Strategic
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