Download or read book Analysis of marketing strategies used by PepsiCo based on Ansoff s theory written by Kristina Bachmeier and published by GRIN Verlag. This book was released on 2008-12-22 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, University of applied sciences, Neuss, course: Marketing, language: English, abstract: Most leading companies today pursue multiple strategies for growth simultaneously in order to reach their strategic goals. It is important to verify how different growth strategies are appropriate for companies operating in different types of markets, and how changes in business environment make the same company decide on different strategic options at stage time in its organisational life cycle. The reason why firms succeed or fail is perhaps the central question in strategy. The firm needs a well-defined scope and growth direction, that objectives alone do not meet this need, and additional decision rules are required if the firm is to have orderly and profitable growth. Such decision rules and guidelines have been broadly defined as strategy or, sometimes, as the concept of the firm’s business. The choice of a marketing growth strategy is a function of the strategic situation, organisational characteristics, and entrepreneur motivations. It is inherent to the process of strategy formulation. Companies must be flexible to respond rapidly to competition and market changes. They must benchmark continuously to achieve best practice.

Download or read book Brand Development of Coca Cola Company UK written by Daniela Lopez and published by GRIN Verlag. This book was released on 2012-02-07 with total page 32 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 72% (First), University of Westminster, course: BA (Hons) Marketing Communications - Brand Management, language: English, abstract: ‘Uva’ is the name given to the Coca-Cola Company’s latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage. The Latin name for ‘grape’ (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance. Satisfying the need state of ‘thirst’ (Franzen and Moriarty, 2009:202), ‘Uva’ will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult’s soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on ‘mums-to-be’ as seen on the Shloer website (Shloer, 2011).[...]

Download or read book Soda Goes Pop written by Joanna K. Love and published by University of Michigan Press. This book was released on 2019-07-10 with total page 331 pages. Available in PDF, EPUB and Kindle. Book excerpt: From its 1939 “Nickel, Nickel” jingle to pathbreaking collaborations with Michael Jackson and Madonna to its pair of X Factor commercials in 2011 and 2012, Pepsi-Cola has played a leading role in drawing the American pop music industry into a synergetic relationship with advertising. This idea has been copied successfully by countless other brands over the years, and such commercial collaboration is commonplace today—but how did we get here? How and why have pop music aesthetics been co-opted to benefit corporate branding? What effect have Pepsi’s music marketing practices in particular had on other brands, the advertising industry, and popular music itself? Soda Goes Pop investigates these and other vital questions around the evolving relationships between popular music and corporate advertising. Joanna K. Love joins musical analysis, historical research, and cultural theory to trace parallel shifts in these industries over eight decades. In addition to scholarly and industry resources, she draws on first-hand accounts, pop culture magazines, trade press journals, and other archival materials. Pepsi’s longevity as an influential American brand, its legendary commercials, and its pioneering, relentless pursuit of alliances with American musical stars makes the brand a particularly instructive point of focus. Several of the company’s most famous ad campaigns are prime examples of the practice of redaction, whereby marketers select, censor, and restructure musical texts to fit commercial contexts in ways that revise their aesthetic meanings and serve corporate aims. Ultimately, Love demonstrates how Pepsi’s marketing has historically appropriated and altered images of pop icons and the meanings of hit songs, and how these commercials shaped relationships between the American music business, the advertising industry, and corporate brands. Soda Goes Pop is a rich resource for scholars and students of American studies, popular culture, advertising, broadcast media, and musicology. It is also an accessible and informative book for the general reader, as Love’s musical and theoretical analyses are clearly presented for non-specialist audiences and readers with varying degrees of musical knowledge.

Download or read book Brand Development of Coca Cola Company written by Daniela Lopez and published by GRIN Verlag. This book was released on 2012-02 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 72% (First), University of Westminster, course: BA (Hons) Marketing Communications - Brand Management, language: English, abstract: 'Uva' is the name given to the Coca-Cola Company's latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage. The Latin name for 'grape' (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance. Satisfying the need state of 'thirst' (Franzen and Moriarty, 2009:202), 'Uva' will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult's soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on 'mums-to-be' as seen on the Shloer website (Shloer, 2011). ...]

Download or read book Consumers Brand Preference of Soft Drinks A Comparative Analysis of Pepsi Cola and Coca Cola Products written by Abebaw Gebrehanna Halabo and published by GRIN Verlag. This book was released on 2022-08-01 with total page 98 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 4.0, , course: Marketing Management, language: English, abstract: Despite their popularity, studies concerning soft drinks are lacking. Hence, this study was conducted to assess the consumers’ brand preference of soft drinks: A comparative analysis of Coca cola and Pepsi cola products among Hawassa Tabor high school students. Both primary and secondary data sources were used in the study. The required data were collected from 374 students of soft drink customers selected by adopting a multistage sampling technique. Descriptive research design with quantitative method was used. The data collected through questionnaire were analyzed using SPSS software version 21. Descriptive statistics such as frequency and percentage, mean and standard deviation were applied. Furthermore, inferential statistics such as independent sample t-test and Chi-square analysis were used to compare the coca cola and Pepsi cola brands based on brand equity, brand identity and background characteristics of students.

Download or read book Celebrity Marketing Market penetration by image transfer from stars using the example of the brand Coca Cola light of the beverage producer Coca Cola written by Katharina Krützkamp and published by GRIN Verlag. This book was released on 2013-11-14 with total page 79 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,1, University of Applied Sciences Essen, language: English, abstract: 1. Introduction 1.1 Aim of the paper The aim of this Bachelor thesis is to work out how celebrity marketing ideally works to make customers internalize the marketing objective. Strengthen the company’s image and brands, bonding customers and at least making profit. Among a lot of different marketing tools, celebrity marketing seems to be the most popular and promising one for companies to present their products excellently. Consequently, this paper answers the question, how especially celebrity marketing has to be developed in case of having a competitive advantage to competitors and the best effect on the customer. This paper focuses on a current example to explain how celebrity marketing is successfully applied in general and concerning to Coca Cola light’s activities. Before pointing out how to create effective celebrity marketing, this thesis presents the trends in marketing tools generally. The second problem statement is, if marketing is still promising in times of every company doing it. Purpose of this thesis is then to analyze Coca Cola light’s campaign concerning success potential and develop a future outlook to outline the development of celebrity marketing as a form of modern communication between company and customer and discuss Coca Cola light’s position in celebrity marketing referring to the latest campaign. 1.2 Relevance of the topic Nowadays, due to ongoing globalization and consequently the increasing fierce competition between the global operating companies, remaining competitive is getting harder. To establish a sustainable competitive advantage, many companies use a popular testimonial to advertise their product. Especially leading brands and companies wanting to strengthen their brand equity, benefit from this type of marketing. By the successful image transfer the brand is getting an added value as well as an improved band image and a strengthen customer loyalty. But celebrity marketing has disadvantages on the other side, too. This is proved in latest studies showing that celebrity marketing’s success have decreased recently. Often, credibility of the brand suffers as a result of a celebrity having more than one advertising contract for different products. Celebrity marketing can be more than just endorsing the company’s product. It has the chance to become the connecting link between the company - and the brand it stands for – and the customer by creating emotionality and interest.

Download or read book The New Marketing written by Richard Brookes and published by Gower Publishing Company, Limited. This book was released on 1988 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Bibliography of Agriculture written by and published by . This book was released on 1963 with total page 1450 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Marketing is Finance is Business written by Chris Burggraeve and published by Gatekeeper Press. This book was released on 2019-06-08 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are (global) brands dead? Does marketing still matter? Is there still a "secret sauce” companies can apply to build winning brands in the future? Chris will show why great marketing is so much more than pretty pictures and Silicon snake oil. In his first book: ”MARKETING is FINANCE is BUSINESS” (published Dec 18), you will discover the rocket science behind the creation of marketing miracle$ in the galactic age upon us, in 4 stages 1) Look up: how to change our mindset from Thinking and Accting "Local/Global" to "Galactic" 2) Get your basic wings to fly: Understand the key historical models used in marketing and finance - the ones BOTH the CMO and CFO should know 3) (Re)Discover Burggraeve's 8 Marketing Fundamentals 4) Speak Better Wall Street - discover Alpha M - the world's first ever marketing model

Download or read book Bibliography of Agriculture written by and published by . This book was released on 1969-05 with total page 912 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Marketing Research written by David Johnston Luck and published by Prentice Hall. This book was released on 1974 with total page 488 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book In Search of the Obvious written by Jack Trout and published by John Wiley & Sons. This book was released on 2008-12-22 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first book that states the obvious: Marketing is a mess. Marketing guru Jack Trout intends to make a lot of people, who made the mess, very uncomfortable: Advertisers are criticized as people who look for the creative and edgy, not the obvious. They will not be happy. Marketing people are criticized for getting hopelessly entangled in corporate egos and complicated projects. They will not be happy. Research people are criticized for generating more confusion than clarity. They will not be happy. Some big companies are criticized for their ill-fated marketing programs or lack of proper strategy. They will not be happy. Wall Street is criticized for putting too much emphasis on growth that is unnecessary and can be destructive to a brand. They will just ignore this criticism and continue trying to make as much money as they can. But this is a book not written to make people happy but to explain to marketers what their real problem is. Only then will they begin to look for the obvious solutions that will separate their products from their competitors -- in a way that is equally obvious to customers. All this comes with no jargon, no numbers, no complexity, and a great deal of common sense.

Download or read book The End of Marketing written by Carlos Gil and published by Kogan Page Publishers. This book was released on 2019-10-03 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: WINNER: American Book Fest Best Book Awards 2020 - Marketing and Advertising category WINNER: NYC Big Book Award 2020 - Business: Small Business and Entrepreneurship category WINNER: BookAuthority Best New Book to Read in 2020 - Social Media Marketing category FINALIST: Business Book Awards 2020 - International Business Book category Social networks are the new norm and traditional marketing is failing in today's digital, always-on culture. Businesses across the world are having to face up to how they remain relevant in the choppy waters of the digital ocean. In an era where a YouTube star gets more daily impressions than Nike, Coca-Cola and Walmart combined, traditional marketing as we know it is dead. The End of Marketing revolutionizes the way brands, agencies and marketers should approach marketing. From how Donald Trump won the American presidency using social media and why Kim Kardashian is one of the world's biggest online brands, through to the impact of bots and automation, this book will teach you about new features and emerging platforms that will engage customers and employees. Discover bold content ideas, hear from some of the world's largest brands and content creators and find out how to build smarter paid-strategies, guaranteed to help you dominate your markets. The End of Marketing explains that no matter how easy it is to reach potential customers, the key relationship between brand and consumer still needs the human touch. Learn how to put 'social' back into social media and claim brand relevancy in a world where algorithms dominate, organic reach is dwindling and consumers don't want to be sold to, they want to be engaged.

Download or read book The Age of Persuasion written by Terry Edward O'Reilly and published by ReadHowYouWant.com. This book was released on 2009 with total page 498 pages. Available in PDF, EPUB and Kindle. Book excerpt: Stop to consider the culture of the 21st century: Each morning, you might hear a half-dozen ads on the radio before your feet touch the floor. Staggering out of bed, you'll pass brand logos on your clothing and in your bathroom. By the end of the day, hundreds - perhaps thousands - of marketing messages have targeted you. And yet so little is understood about how marketing affects our lives, our society, and our world.Enter Terry O'Reilly and Mike Tennant, the ad men behind The Age of Persuasion, the popular radio show broadcast on the Canadian Broadcasting Corporation and Sirius Radio. They have made it their mission to share the back-room story of modern marketing, entertaining asides and all:''think of advertisers as millions of ants in a colony, each working hard and each with its own objective. Except that in this colony, every single ant is competing against the others. That's the ad business. Almost every ad you see, hear, and otherwise experience is competing for a piece of your imagination. And like any cross-section of humanity, the vast, worldwide advertising community is diverse: composed of geniuses and idiots, saints and buffoons, and everything in between.''From the early players to the Mad Men of the 1960s and beyond, O'reilly and Tennant offer insights into a rapidly evolving industry. Smart and funny, The Age of Persuasion provides an entertaining - and eye-opening - look at a world driven by marketing.

Download or read book Impact of the Color Red on the Marketing of Consumer Goods written by Julia Bölke and published by GRIN Verlag. This book was released on 2007-10-31 with total page 63 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Wernigerode, language: English, abstract: This thesis aims at examining the impact of red on the marketing of consumer goods. It explains the way color vision is created in the human brain and emphasizes the relevance it has for individuals to help orientate in everyday surroundings. The thesis focuses on the color red as it causes strong body reactions such as the increase of blood pressure, eyelid move-ment and breathing frequency as well as the production of adrenaline. Furthermore, people’s different associations with red, e.g. blood, fire, love, hate, life and death are examined. The major part discusses the suitability of using red in the different sections of the marketing mix (Product, Price, Place and Promotion). Practical exam-ples back up literature findings and show that red can be a very helpful tool, for example, to attract customers’ attention for a shopping window or adver-tisement. Following, marketers need to consider that influencing factors such as gender, age, social status, cultural background or product-involvement affect the successful use of red. The case study of Xerox Inc. shows the applicability and popularity of red as a corporate color. At the same time, it reveals limitations to the color choice as the red logo does not differentiate Xerox from its competitors’ logos. Besides summarizing the different ideas of this thesis, the last chapter high-lights that, even though a lot of research has been done, marketers need to decide for each case specifically whether or not to use red in their marketing strategy.

Download or read book Agrindex written by and published by . This book was released on 1985 with total page 1182 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Basics Marketing 01 Consumer Behaviour written by Hayden Noel and published by Bloomsbury Publishing. This book was released on 2017-12-14 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: Basics Marketing 01: Consumer Behaviour examines the relationship between consumers and culture, and the impact of current trends on consumer behaviour. It explores the different ways in which consumers around the world respond to marketing strategies, examining the interpretation of new stimuli using existing knowledge, and how both new and remembered knowledge combine to influence purchasing behaviour. Finally, there is a detailed examination of the influence of ethnicity, religion, class, age and gender on consumers' actions and the importance of understanding the challenges and diversity of a global marketplace.