The Contribution Of Segmentation Profiling And Targeting To The Successful Marketing Of Coffee Mate In Great Britain

Author : Anonim
Publisher : GRIN Verlag
Page : 18 pages
File Size : 47,8 Mb
Release : 2018-08-27
Category : Business & Economics
ISBN : 9783668782549

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The contribution of segmentation, profiling and targeting to the successful marketing of Coffee-Mate in Great Britain by Anonim Pdf

Case Study from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Dr. Buhmann Schule gemeinnützige GmbH, language: English, abstract: In their daily life coffee is mostly indispensable for people nowadays. Already in the 1980’s in the UK coffee was very popular and well known, even though the English preferred drinking tea. As coffee consumption increased the demand for complementary products like coffee creamers increased also. As coffee creamers gained popularity in the UK Coffee-Mate, Nestlé’s brand of coffee creamer, was faced with the problem that its market was still relatively small with a variety of competitors manufacturing substitutes, e.g. cream and other brands of coffee whitener. Being confronted with this and a decreasing advertising budget the managers of Coffee-Mate were forced to look for new consumers in an attempt to increase sales. As a first step, they did a survey, to get to know their potential customers better and to have a better general overview of the target market. Because the competition in the coffee creamer sector is relatively strong, it was essential that Coffee-Mate created a strategy with the aim of strengthening their position in the coffee creamer market in Great Britain and surpass their competitors. To clarify the next steps for the company, it is the aim of this Case Study to investigate and evaluate the segments of the Coffee-Mate in terms of finding a proper recommendation for an effective strategy that Coffee-Mate could use.

Author : Maingi Joe
Publisher : GRIN Verlag
Page : 21 pages
File Size : 50,5 Mb
Release : 2014-02-04
Category : Business & Economics
ISBN : 9783656588030

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Marketing Plan for Costa Coffee by Maingi Joe Pdf

Project Report from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Wales, Newport,, language: English, abstract: This is a marketing plan for Costa Coffee which is based on the Costa Coffee case study. The marketing plan discussed in this report carries out a detailed analysis and strategic examination of different marketing aspects of Costa Coffee in the UK and in its global markets. The report makes use of various tools and models as described in marketing literature. The report also utilizes a number of techniques by which the entire marketing plan is realized. The major aim of the marketing plan in this report is to demonstrate the insight into strategy development for effective marketing and how to make use of this insight for such marketing plan as discussed in this report. The report conducts a step-by-step examination of Costa Coffee. First of all it conducts the marketing audit of the firm and discusses various aspects of the audit in technical details. Both the micro and macro environments of the company are discussed at length. Next, the report undertakes a detailed SWOT analysis of Costa Coffee to take help to realize a robust marketing plan. After the SWOT analysis, the report moves on to set the marketing objective for Costa Coffee to set its 3 year future marketing plan. The report then discusses the very critical 7 P’s of the company or the marketing mix strategies and discusses how the company can capitalize on its present day success. The report then moves on to discuss various aspects of budget allocation for the company’s local market as well as its global markets. The report ends with a discussion on controls in the overall marketing plan. Various aspects of controls are discusses, and it is also discussed how the company should continue to improve its decision making processes while closely monitoring its operations.

Author : Katharina Reinhard
Publisher : GRIN Verlag
Page : 55 pages
File Size : 45,6 Mb
Release : 2016-03-17
Category : Business & Economics
ISBN : 9783668176720

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Differentiation as the key to success. A marketing plan for Starbucks by Katharina Reinhard Pdf

Seminar paper from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of King Juan Carlos, language: English, abstract: The present paper develops a marketing plan for Starbucks. The author begins this task by performing a marketing analysis including a Porters Five Forces-analysis of the retail coffee and snacks industry. He then proceeds with an external and internal analysis, examining competitors and social, economic and environmental trends as well as the companies own resources and current position. Following a SWOT-Analysis, different aspects of strategic and operational marketing are highlighted, among them the product itself, price, place, promotion, targeting and segmentation. Finally, implementation and control of the strategy are discussed and a conclusion is drawn.

Author : Art Weinstein
Publisher : Unknown
Page : 241 pages
File Size : 51,5 Mb
Release : 2007
Category : Market segmentation
ISBN : 9798179926436

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Handbook of Market Segmentation by Art Weinstein Pdf

Author : Anonym
Publisher : Unknown
Page : 24 pages
File Size : 50,6 Mb
Release : 2018-08-21
Category : Electronic
ISBN : 3668785414

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The Contribution of Segmentation, Profiling and Targeting to the Successful Marketing of a Product by Anonym Pdf

Seminar paper from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,4, Dr. Buhmann Schule gemeinnützige GmbH, language: English, abstract: A business' success lies in its marketing. Successful marketing in particular focuses on reaching the target group and tries to satisfy their needs. Customers have become more discerning, especially as the internet and social media have had a dramatic impact on the types of marketing activities that are the most effective. Customers can access information very easily and compare companies. Therefore they have the power and can easily walk away if they do not like the companies product, the result is they now determine most of the markets. Therefore, successful marketing involves everything that an organization has to make happen if customers are to be satisfied with their products. For this to be done effectively and in target-oriented way, an organization has, therefore, to discover and access customer needs, design products and services which are likely to be bought by the customers. Then these products have to be promoted and of course delivered. Marketers try to implement a feeling in consumers to fulfill unfelt needs. For this reason the most important aspect is to correspond with customers directly. A company should never just assume that they know the customers' desires.

Author : United Nations Publications
Publisher : Unknown
Page : 328 pages
File Size : 50,9 Mb
Release : 2021-12-09
Category : Coffee
ISBN : 9211036836

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The Coffee Guide by United Nations Publications Pdf

The Coffee Guide is the world's most extensive, hands-on, and neutral source of information on the international coffee trade.

Author : Alexander Bösenberg
Publisher : GRIN Verlag
Page : 37 pages
File Size : 55,9 Mb
Release : 2009-05
Category : Electronic
ISBN : 9783640326587

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Comparison of Legal and Illegal Markets - in Relation to the Organized Crime by Alexander Bösenberg Pdf

Essay from the year 2007 in the subject Sociology - Medical Care, grade: 1,7, http: //www.uni-jena.de/ (Soziologie), course: Studies on Mafia and Economic Sociology, language: English, abstract: Cigarettes smuggling, gambling, prostitution, waste disposal, extortion, tax dodging and drug selling sounds like typically characteristics for the Mafia. It's clear, that these "branches" fall automatically into the hands of organized crime because they have nothing to do with legality and fair-play in modern state. But it's also clear, that illegal markets exist and that they work very efficient and profitable. For example the worldwide drug traffic achieved a various volume of ca. 600 to 1000 billion US $ each year (Schneider, 2006). That's more money used for drugs than for public research in the United States. So we can assume that illegal markets have a basis in supply and demand and they are important and present in every economy. On the other side there is a general liability to pure capitalism in every economy - legal and illegal. This mean, that entrepreneurs are stronger confronted by business competition, changing politics and locations, the phenomenon of globalization and fast changing trade conditions everywhere. The main target is still the same: having low costs as possible and a maximum of profit to survive. This paper wants to show the different terms and methods of legal and illegal markets and their entrepreneurs especially the organized crime. It also shows that legal and illegal activities particularly overlap.

Author : Juliane Kuballa
Publisher : GRIN Verlag
Page : 26 pages
File Size : 40,9 Mb
Release : 2007-01-16
Category : Business & Economics
ISBN : 9783638593007

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Relationship Marketing - The case of MINI by Juliane Kuballa Pdf

Seminar paper from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 75 %, Northumbria University, language: English, abstract: This academic paper critically analyses the relationship marketing orientation of MINI, a cult car of the car manufacturer BMW. A brief historical review serves to demonstrate MINI’s specific position in the BMW brand portfolio. Further, the need to build a close relationship especially with retailers and end-consumers is demonstrated. In this context the expanded marketing mix framework is applied to state the relationship marketing activities MINI currently adopts. Further suggestions for improvement are provided accordingly. Finally shortcomings of relationship marketing knowledge as well as appropriate recommendations are provided.

Author : Christine Ennew,Nigel Waite
Publisher : Routledge
Page : 418 pages
File Size : 52,8 Mb
Release : 2007-01-18
Category : Business & Economics
ISBN : 9781136403040

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Financial Services Marketing by Christine Ennew,Nigel Waite Pdf

Financial Services Marketing: an international guide to principles and practice contains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and those on professional courses such as the Chartered Institute of Banking. Taking an international and strategic view of an increasingly important and competitive sector, Financial Services Marketing adopts a fresh approach in terms of structure, and is organised around the core marketing activities of marketing for acquisition and marketing for retention. Financial Services Marketing features: * Strong international focus: case studies and vignettes representing Asia-Pacific, Europe and the US. * Comprehensive coverage, focusing on both B2B and B2C marketing. * Expert insights into the latest innovations in the sector, from technological developments, CRM and customer loyalty to issues of social responsibility. Financial Services Marketing will help both the student and the practitioner to develop a firm grounding in the fundamentals of: financial services strategy, customer acquisition, and customer development. Reflecting the realities of financial services marketing in an increasingly complex sector, it provides the most up-to-date, international and practical guide to the subject available.

Author : Britta Folmer
Publisher : Academic Press
Page : 556 pages
File Size : 47,7 Mb
Release : 2016-12-16
Category : Technology & Engineering
ISBN : 9780128035580

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The Craft and Science of Coffee by Britta Folmer Pdf

The Craft and Science of Coffee follows the coffee plant from its origins in East Africa to its current role as a global product that influences millions of lives though sustainable development, economics, and consumer desire. For most, coffee is a beloved beverage. However, for some it is also an object of scientifically study, and for others it is approached as a craft, both building on skills and experience. By combining the research and insights of the scientific community and expertise of the crafts people, this unique book brings readers into a sustained and inclusive conversation, one where academic and industrial thought leaders, coffee farmers, and baristas are quoted, each informing and enriching each other. This unusual approach guides the reader on a journey from coffee farmer to roaster, market analyst to barista, in a style that is both rigorous and experience based, universally relevant and personally engaging. From on-farming processes to consumer benefits, the reader is given a deeper appreciation and understanding of coffee's complexity and is invited to form their own educated opinions on the ever changing situation, including potential routes to further shape the coffee future in a responsible manner. Presents a novel synthesis of coffee research and real-world experience that aids understanding, appreciation, and potential action. Includes contributions from a multitude of experts who address complex subjects with a conversational approach. Provides expert discourse on the coffee calue chain, from agricultural and production practices, sustainability, post-harvest processing, and quality aspects to the economic analysis of the consumer value proposition. Engages with the key challenges of future coffee production and potential solutions.

Author : Christie L. Nordhielm,Marta Dapena Baron
Publisher : John Wiley & Sons
Page : 434 pages
File Size : 52,6 Mb
Release : 2014-01-07
Category : Business & Economics
ISBN : 9781118014554

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Marketing Management by Christie L. Nordhielm,Marta Dapena Baron Pdf

Marketing Management: The Big Picture organizes traditional Marketing Management theory and practice in a conceptually appealing way. The use of well-known examples and consumer commercials throughout the content ensures students will commit to memory and innovative method for structuring and solving marketing problems. The framework constitutes a disciplined approach to connecting marking variables to each other, inextricably linking marketing strategy concepts with their executional implications.

Author : Daniel Stoffman,Tony Van Leersum
Publisher : Unknown
Page : 250 pages
File Size : 40,6 Mb
Release : 2007-01-01
Category : Frozen foods industry
ISBN : 097837200X

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From the Ground Up by Daniel Stoffman,Tony Van Leersum Pdf

Author : Jean-Noël Kapferer,Vincent Bastien
Publisher : Kogan Page Publishers
Page : 408 pages
File Size : 44,9 Mb
Release : 2012-09-03
Category : Business & Economics
ISBN : 9780749464929

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The Luxury Strategy by Jean-Noël Kapferer,Vincent Bastien Pdf

Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

Author : Christine Ennew,Nigel Waite,Roisin Waite
Publisher : Routledge
Page : 589 pages
File Size : 45,8 Mb
Release : 2013-07-18
Category : Business & Economics
ISBN : 9781134076024

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Financial Services Marketing by Christine Ennew,Nigel Waite,Roisin Waite Pdf

This new edition balances the theoretical and the practical for advanced undergraduates, those specialising in financial services at postgraduate level, individuals undertaking professional courses such as those offered by the IFS School of Finance, and employees working within the financial services sector. Ennew & Waite draw from global business cases in both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention. This fully updated and revised second edition features: A revised approach to the industry in the light of the global financial crisis, including ethical considerations, consumer confidence issues, and new approaches to regulation New sections on e-commerce and its impact on customer relationships New case studies and vignettes A new companion website to support teaching, including PowerPoint slides, test bank questions, additional cases and cameo video mini-lectures. Financial Services Marketing 2e will help the student and the practitioner to develop a firm grounding in the fundamentals of financial services strategy, customer acquisition and customer development. Reflecting the realities of financial services marketing in an increasingly complex sector, it provides the most up-to-date, international and practical guide to the subject available.

Author : Sarah Hündgen
Publisher : GRIN Verlag
Page : 78 pages
File Size : 47,8 Mb
Release : 2011-09-01
Category : Business & Economics
ISBN : 9783640997619

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Marketing flops: Typology and cases by Sarah Hündgen Pdf

Bachelor Thesis from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Otto Beisheim School of Management Vallendar, language: English, abstract: The aim of this thesis is to come up with a typology of marketing flop areas. Therefore I will present 90 marketing failures and analyze them in regard to the obvious and less obvious reasons for the failure.1 Furthermore, the case studies will be categorized according to the marketing function in which the mistake occurred. I will then present characteristics common to the cases in each category. To ease the accessibility of the text, references will only appear in the tables integrated into the section. In the second part of this thesis, three cases will be analyzed in-depth concerning how the decisions causing the marketing mistake were made. Therefore I will provide a summary of the decision in question as well as of its objectives and consequences, to then retrace the different steps that lead to the wrong decision. For each of these cases, I will also outline how the failure could have been prevented. Finally, I will shortly summarize the most important results of my research. I will also mention which limitations I encountered while preparing this thesis, and suggest further questions that, in my mind, are relevant to research in the field of marketing flops.