population‚ with women comprising the majority (over 70%) of yogurt purchases. 6 oz and 8 oz yogurt cups were the most popular product sizes‚ representing 74% of total category supermarket sales in US dollar (in 1999) with an increase of 3% vs. prior year. (any more information come from Ex2‚3). The biggest competitors in Supermarket Channel were Dannon and Yoplait with 33% and 24% respectively. In Natural food channel‚ Natureview Farm dominated the market shares with 24% and Brown Cow ranked the second
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in US; i. Sales of dog food will total about $10 billion in 2009 b. Percentage of households that buy prepared dog food; i. Less than half of the 65 million U.S dog owners c. Dog food distribution channels; sales per distribution channel i. Supermarkets dispense 36% which represents $3.6 billion ii. The other 64% go to mass merchandisers 1. Wal-mart 25% 2. Petco/Petsmart 20% 3. Farm/feed stores 7% 4. Veterinarians 6% 5. Internet and independent pet stores 6% d. Number of manufacturers and
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locations‚ infrastructure‚ religious holidays‚ and sufficient working capital. * Opportunities: Penetrate and increase supermarket sales (only 5% of sales in 1995). Test and increase distribution with “mom-and-pop” shops. Influence and lead existing Gillette product users into higher unit margin products. * Threats: Shelf space competition increasing in supermarkets with those stores demanding higher costs – this would lower profit margins and/or drive down sales if competition got
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Consumption‚ and Manufacturing Food Marketing. Food products often involve the general marketing approaches and techniques applied the marketing of other kinds of products and services. In food marketing‚ topics such as test marketing‚ segmentation‚ positioning‚ branding‚ targeting‚ consumer research‚ and market entry strategy‚ for example‚ are highly relevant. In addition‚ food marketing involves other kinds of challenges--such as dealing with a perishable product whose quality and availability varies
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Reed Supermarkets Case Analysis Managerial Communication I Submitted by: xxxxxxxxxxxx Roll No.: xxxxxx xxxxxxxxx Introduction The present case deals with the positioning efforts of Reed Supermarkets in Columbus‚ Ohio. Reeds Supermarkets was established in 1939 by William H. Reed and has since then grown from a grocery store to chain encompassing 192 retail stores and 21‚000 employees. Our present focus lies in the market of Columbus where Reed’s current market share of 14% is facing
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and sales with their Italian Sausage products. They must now determine an ideal name for their line of Italian sausage‚ and if they should continue nationally with the Vivio brand name‚ or create different tactics‚ including a name change‚ in positioning the product. In order to gain a clear understanding of the product benefits‚ attributes and ideals‚ the company needs to understand current behaviors‚ consumer triggers to purchase‚ and their unmet needs‚ through extensive research and consumer
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presented‚ I would recommend that Saxonville pursue the “Family Connection” positioning territory as it is more closely aligned with consumer’s core values. As we have found through our research‚ female heads-of-household are the primary purchasers and preparers of Italian sausage products and what these women value above all else is the ability to create happy memories with their families around the dinner table. By positioning Saxonville’s Italian sausage product line with this core value in mind
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summary 4 2.2. Market demographics 4 2.3. Market needs 5 2.4. Market trends 5 2.5. Market growth 5 2.5.1. Competition 6 2.6. SWOT analysis 6 3. Marketing strategy 8 3.1. Marketing objectives 8 3.2. Target markets 8 3.3. Positioning 8 3.4. Marketing mix 9 3.4.1. Product 9 3.4.2. Place 9 3.4.3. Promotion 11 4. Gillette Indonesia: case questions 13 Executive summary The Gillette Company has effectively entered the razor blade market in the main parts of Indonesia
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The strategic grouping concept is used in the grocery retail industry by managers and retail shop owners and researchers to not only develop a classification of strategy conducted in their industry but comparing over different time periods the competitive dynamics and evolution of an industry to be more clearly understood. It helps in creating more value for the customers and all stakeholders in that industry through the development of different strategic group market offerings. A strategic group
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Marketing Mix OUTLINE o INTRODUCTION o UNILEVER AT A GLANCE o STP STRATEGY Segmentation Targeting Positioning • 4 Ps o CONCLUSION UNILEVER AT A GLANCE Unilever is one of the world’s leading suppliers of fast-moving consumer goods. UNILEVER was founded in 1930 190 countries in which their products are sold 171‚000 employees at the end of the year 2011 €1 billion invested in R&D worldwide in 2011 CUSTOMER PARTNERSHIPS o Unilever has products for three markets: • FOOD • PERSONAL CARE
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