Segmentation .targeting and Positioning Steps involved in STP Titan first launched its quartz range with heavy advertising. The first advertisement described the titan quartz as the international watch that could be bought in Indian rupees. Later campaigns also positioned the watch as a gift item‚ with advertisements saying: The next time your husband wants to buy you a saree ask him for a Titan watch. This campaign was an enormous success. Music became an essential part of Titan’s advertisements
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(HUL) was to damage control the loss of market share due to the short-sightedness and the complacent attitude of the senior level managers to the potential of low income market for branded detergents. Due to the unprecedented success of Nirma brand‚ HUL did six things right to get back to the low price detergent market. i. Made two committees (C.R.I.S.P & S.T.I.N.G) to come out with a strategy to counter Nirma. Committees are focused & effective bodies to tackle‚ analyze and give solutions
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Contents I. Executive Summary Page 3 II. The Company Page 4 III. Marketing Objective Page 6 IV. Customers Page 7 V. SWOT Analysis Page 9 VI. Competitors Page 12 VII. Targeting Page 13 VIII. Positioning Page 16 IX. Product Page 18 X. Price Page 20 XI. Breakeven Analysis Report Page 21 XII. Distribution Page 22 XIII. Promotion Page 25 XIV. References Page 26 I. EXECUTIVE
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the Indian heritage of the Company and the synergies of its global alignment with Unilever. The new logo symbolizes the Company’s mission of ‘Adding Vitality to Life’. Hindustan Lever’s broad product portfolio spans soap‚ detergents‚ personal products and food. Soap‚ detergents and scourers generate roughly 46% of revenues‚ while the rest is largely accounted for by personal products (26%)‚ beverages (11%)‚ other products (2%) and exports (10%). Processed foods and ice cream and other products collectively
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(targeting)‚ create market offerings that best serve target customers (differentiation)‚ and position the offerings in the minds of consumers (positioning). Then‚ the chapters that follow explore the tactical marketing tools—the Four Ps—by which marketers bring these strategies to life. As an opening example of segmentation‚ targeting‚ differentiation‚ and positioning at work‚ let’s look at Dunkin’ Donuts. Dunkin’‚ a largely Eastern U.S. coffee chain‚ has ambitious plans to expand into a national powerhouse
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anticipating‚ and satisfying customer requirements profitably”… This essay will focus on the technology sector and attempt to uncover what makes the Samsung brand successful. Using key marketing theories of branding concept‚ brand equity and brand positioning in a logical order it will critically evaluate these concepts in the context of the chosen brand. Supporting academic theories‚ relevant brand examples and critical evaluation will be offered throughout each of the theories explored. In conclusion
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the Unilever Brazil case‚ Unilever already had an 81% share of the Brazil detergent market which far exceeds than its strong competitor Procter& Gamble’s 15% share. However‚ it is facing a real threat that P&G Brazil may draw on worldwide R&D and marketing expertise is closing up and will attack in low-income segment in the Northeast of Brazil. What’s more‚ there is no other way to expand Unilever Brazil in detergent market and growing number of small local brands targeted at low-income
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1 Established in 1837‚ Proctor and Gamble (P&G) had developed a holy grail of principles and practices. Its philosophy is focused on individual talents‚ abilities and how best to make use of them. P&G source this talent from within the organization attracting people willing to spend their entire career with the company. Proctor & Gamble has developed a reputation of caution in the industry of household ’s sundries and personal care products. It ’s marketing strategies and judgements towards different
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consumers have for the product compared with competing products. Marketers plan positions that give their products the greatest advantage in selected target markets‚ and they design marketing mixes to create these planned positions. In planning their positioning‚ marketers often prepare perceptual maps that show consumer perceptions of their brand versus competing brands on attributes that are important to the consumer‚ whether functional or symbolic. Perceptual Maps are useful for these key reasons:
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CONTENTS 1. Abstracts 2. Objectives of the study 3. Methodology 4. Introduction 5. Analysis of the Marketing strategies 1. Segmentation 2. Targeting 5.3 Positioning 6. Marketing mix 6.1 Product 6.2 Price 6.3 Place 6.4Promotion 6.5 Packaging 6.6 Public relation 6.7 Publicity 6.8 Politics 7. Recommendation 8. Bibliography Abstract
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