STARBUCKS – COMPETITIVE BRAND STRATEGY ANALYSIS MKTG 6550S – Brand Management ANANT SAXENA 213994256 Starbucks - Competitive Brand Strategy Analysis Nature of Market Starbucks conducts its business in the generic Canadian ‘Retail Foodservice’ industry‚ which is further divided into the CAD 21.7 Billion ‘Full Service’ (e.g. family restaurants‚ diners‚ fine dining‚ etc. )and the CAD21.6 Billion(Statscan) ‘Limited Service’ eating places (e.g. coffee shops‚ fast food shops‚ ice-cream parlors‚etc.)
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Targeting the Global Youth A Report 10th January 2008 Table of Content 1. Introduction 2. Cross-border Segmentation 1 1 3. The Global Youth 2 3.1 Global Youth Culture 3.2 Youth as a global segment • • • Identification Accessibility Profitability 2 4 4 6 7 8 3.3 Problems of researching and defining 4. The Global Youth Market 4.1 Opportunities in terms of product and marketing strategy 4.2 Problems and limitations to market such a large segment 9 9 10 5. Company example: Red Bull
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as a Marketing Strategy Works on the Consumers Introduction A brand is a name that influences buyers. This definition captures the essence of a brand: a name with power to influence buyers. But‚ what really is a brand? People around the globe are now living in a ‘branded’ world. This might sound obscene but in most cases‚ it is clearly evident. Most consumers prefer to buy a product with a well-known or a popular brand than buying an unpopular one. Some buy products with brands that connote
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Content | Page | About NESCAFÉ | 1 | Brand Elements of Nescafe | 1 | Nescafe Bangladesh | 2 | Brand Positioning | 2 | Positioning Statement | 2 | Segmentation and Target Market | 2 | Behavioral Segmentation | 2 | Demographic Segmentation | 3 | Psychographics Segmentation | 3 | Geographic Segmentation | 3 | Mass Marketing | 4 | Nescafe Classic Coffee | 4 | Premium Product positioning | 4 | Niche Marketing | 4 | Adequate Sales Potential in the Segmentation | 4 | NESCAFÉ 3in1 | 4 | Marketing
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fashion sKETChBooK sixth edition Heads Flesh Tones Figure Work Mixed Media Fabric Rendering Design Detail Bina aBling FASHION SKETCHBOOK sixth edition BINA ABLING Fairchild Books | New York Executive Director & General Manager: Michael Schluter Executive Editor: Olga T. Kontzias Senior Associate Acquiring Editor: Jaclyn Bergeron Assistant Acquisitions Editor: Amanda Breccia Associate Art Director: Sarah Silberg Development Editor: Beth Cohen Production Director: Ginger Hillman
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Case Study 7.1 L’Oreal’s Segmenting and Targeting Markets Tzu Yin Chung California International Business University Strategic Global Marketing CIBU 786 Dr. Tim Becker April 17‚ 2013 L’Oréal‚ the world’s largest cosmetics and beauty company was founded in 1907. After nearly a century of efforts‚ L’Oréal from a small family businesses jumped to the leader of the world cosmetics industry. L’Oréal Group has regions in more than 150 countries in the world with 283 branches‚ more than 100
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Market segmentation is the fundamental component of a market-based strategy. A market segment is a specific group of customers with distinctive customer needs‚ purchase behaviours and different descriptive characteristics. (Best‚ 2000) By categorizing markets into sub sectors‚ targeting marketing effort in such a way as to meet the technical and other requirements of each of these‚ organisations maybe able to secure greater competitive position than if they attempted to satisfy the general requirements
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Positioning: Product positioning is a crucial ingredient in the buying process and should never be left to chance. It’s an opportunity to influence the market’s perception about the products. Clear‚ concise‚ meaningful product positioning also helps cut through the relentless advertising and marketing noise of the marketplace. In customer’s mind‚ product positioning gives your messages some context so they can be better heard and accepted. No matter which target marketing strategy is selected
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HBS Case: Metabical: Positioning and Communications Strategy for a New Weight Loss Drug 1. What is the decision-making process for Metabical? Who is involved? Metabical needs to decide whom to sell and what means to use in order to reach this group successfully. This decision has to be taken by Printup and her marketing team. The target market should be identified; first of all‚ the segmentation of the market needs to be done in order to analyze which segment of the market would be more attracted
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The Fashion Channel 1. What are the pros and cons of the three segmentation scenarios? Read carefully the case and make a list of the pros and cons of each segmentation scenario. Use the following table to summarize your findings. Scenario 1: Broad-based Segmentation Targeting Scenario 2: Fashionista focus Scenario 3: Fashionistas + Planners/Shoppers Pros Cons 2. What Segmentation scenario is likely to produce higher revenues? To estimate
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