University of Lincoln Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix. BA(Hons) Business and Management Dr. Clair May Seminar group: I Marvin Taria (14474868) Word count: 1700 This essay will start to explore and define the meaning of customer orientation in depth. The marketing concept and the marketing mix will help discover after what it means
Premium Marketing
Svedka Vodka: Case Study Analysis Summary In 1998‚ entrepreneur and MBA Guillaume Cuvelier was preparing for the launch of his new distilled spirit‚ Svedka Vodka. Cuvelier has decided to start a vodka company after working many years in the spirits industry. Vodka makes up a large share of the spirits American’s drink at 24% of all alcohol consumed (Zuckerman). Vodka consumption is also rising across the US. Svedka is going to be a newcomer in the vodka marketplace
Premium Brand Marketing Brand management
Licensed Illicit Whisky Vodka Brandy Gin Rum http://www.livemint.com/articles/2011/11/23210054/ Boom-time-for-country-liquor.html * 5. Major Competitors Manufacturer Brands United Breweries (UB) Group( Bangalore) King Fisher‚ Kalyani Black Label‚ Signature‚ Blue Riband Shaw Wallace (Calcutta) Haywards Jagajit Industries (Kapurthala‚ Punjab) Aristocrat Mohan Meakins (Solan‚ Himachal Pradesh) Golden Eagle Associated Breweries & Distilleries (Mumbai) London Pilsner‚ Smirnoff‚ Gilbeys Green Label
Premium Distilled beverage Alcoholic beverage Ethanol
Diageo’s Marketing Strategy Diageo is the world’s leading premium drinks company. It has more category leading brands than any other drinks company and market leadership in many of the major growth markets around the world. Diageo’s unique STP strategy has allowed it develop into a globally renowned brand with an operating profit of over £2 billion in 2005. With its headquarters in London‚ Diageo has experienced rapid expansion with over 80 offices worldwide employing around 20‚000 workers. The
Premium Marketing Alcoholic beverage Beer
external stakeholders – 21 awards as one of the best places to work around the world last year • Today‚ they are one of the most trusted and respected consumer products companies in the world 5 Outstanding collection of global drinks brands Smirnoff #1 premium vodka Johnnie Walker #1 Scotch Guinness #1 stout Baileys #1 liqueur JεB #5 Scotch Captain Morgan #2 in the rum category Jose Cuervo #1 tequila Tanqueray #1 imported gin in the US Source: Impact Databank March 2011 6 The world’s
Premium Johnnie Walker
flavored drinks has also been propelled by the initiatives taken by several manufacturers to add more innovative drinks into their product portfolio‚ providing the customers with a gamut of different products to choose from. Jack Daniels Honey‚ Smirnoff Vodka and Skinny Girl are few of the preferred brands in the flavored category. According to the research report “The US Alcoholic Beverages Market Outlook to 2017” by Ken Research‚ the US alcoholic beverages market would grow at a considerable CAGR
Premium Alcoholic beverage
cocktail ‘death in the afternoon’ is said to be inspired by Hemingway or even more famous is the “shaken not stirred” martini made famous by the James Bond movies. The natural association which has turned into several promotions‚ most famously by Smirnoff Vodka. Some celebrities are sough out by companies to be used as a brand ambassador. Much care should be taken into the choice of ambassador. One such example of a great pairing has been burlesque star Dita Von Teese and Cointreau. The boudoir-esque
Premium Brand Brand management Branding
positioning: [pic] Example of Brand Positioning: The case of Smirnoff Vodka: When Smirnoff entered the American market it was competing with anther brand that was cheaper. Instead of matching a lower price‚ they actually raised the price to reinforce their position as a quality brand and invested the extra revenue in promoting this main point of difference. This strengthened Smirnoff’s position and they are now the best-selling vodka brand in the world. Strategy and Tactics Lautman (1993)
Premium Brand Marketing Brand management
The Dangers of Driving Under the Influence Did you know that more than 10‚839 people will die this year with one dying every 30 minutes?(Main) Just thinking about one person dying every 50 minutes is very eye opening! Now think about if you were that person under the influence‚ got in someones car‚ started driving and next thing she knows she see bright car lights and her life is changed. One should take more caution when thinking about drinking. Drinking is getting way out of hand for teens and
Premium Alcoholic beverage Alcohol law Driving under the influence
net sales close to £10Bn*‚ Diageo has 25‚000 employees working globally across 180 countries. It is the acknowledged market leader in the global drinks industry and its 370 brands include category leaders and household-name brands such as Smirnoff (vodka)‚ Guinness (beer) and Johnnie Walker (whisky). Great marketing and branding are central to Diageo’s success. Creativity in advertising and promotions in particular is a critical factor. Diageo excels in this area‚ and Guinness for example
Premium Advertising Trademark Guinness