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Multichannel Marketing Research Proposal

… Multichannel Marketing

The advent of online shopping has changed marketing of almost every product, men's clothes being no exception. No longer can firms rely on bricks and mortar to deliver their products to consumers. Multichannel marketing has become the norm in the men's clothing industry, led by companies like Abercrombie & Fitch and the Gap. Some of the major channels used in the industry include retail stores, web sites and catalogs. Each major marketer of men's clothing operates at some point along a spectrum with respect to their channel focus, but all firms seem to be moving towards a multichannel model.

Our firm is a large, successful multichannel marketer. With 250,000 active customers and an average ticket of $120, we do over $30,000,000 in business…. [read more]


Marketing Response There Are Several Significant Advantages Term Paper

… Marketing

Response

There are several significant advantages of using qualitative measurements in marketing research. The most significant is the ability to capture the voice of customers that may have evaded the more structured, numerically-based approaches that force respondents to provide a specific set of answers. Qualitative research can also lead to entirely new insights into a new market or service that has not been seen in the past, given the open-ended questions inherent in this approach to research. Qualitative research techniques also can be used to capture the shared knowledge of experts as well, as the Delphi Technique is so well-known and used for. Capturing the tacit expertise and knowledge of a specific group of thought leaders can also be accomplished using qualitative techniques as…. [read more]


Marketing Plan for Monster Essay

… With 60% of sales being generated through telesales and the average order size being just $3,000, Monster could use the same approaches to pricing using analytics and data mining for these smaller accounts as well. What's missing from their pricing strategy is the ability to define and quantify the greater value they deliver over the long-term.

Promotion Plans and Strategies

Just like their core business model, Monster is also very focused on being a disruptive force in their promotional plans and strategies. From the initial $50,000 spent on radio advertising in Boston to launch the company, to spending 15% of the total 1999 budget of $32M on a single 30-second Super Bowl spot, Monster has always actively challenged the status quo. This disruptive brand building…. [read more]


Marketing Vice President Coca-Cola Bottlers Marketing Plan

… We have even extended these Web applications to support export of data to ASI, Arbitron, Nielson and many other media analytics services. Coca-Cola Marketing will know the score on their new market and customer loyalty programs in real-time thanks to our analytics platform.

Come down to the ballpark and you can see the complimentary executive suites you can use during the season for entertaining if you become an MVP Media Partner.

See you at the park,

Anaheim Angels Baseball Billboard and Television

Advertising Sponsorship Proposal for Coca-Cola Bottling Company

The Los Angeles Angels of Anaheim and Coca-Cola make a great team. With the Angels' many media opportunities, analytics and marketing programs, Coca-Cola can have an exceptionally strong 2011. The Angels' MVP Media Partners' Program has…. [read more]


Marketing and Branding a Healthcare-Related Essay

… Contributing to this exceptional level of growth is reliance on analytics and clickstream data to better understand how their multichannel strategies are contributing to revenue growth and lifetime customer value (Krion, Shockley, 2011).

Recommendations for Future Marketing Strategies

Lipitor will continue to dominate the market for cholesterol drugs, and in so doing, attract competitors to this profitable, growing market segment. In order to continually growing the brand and sales, Lipitor Marketing needs to concentrate on staying ahead of customers' needs by creating online communities, using social media more to stay in touch with new members of the target market. The focus on customer success stories has been used partially but not completely by the company, and it needs to accelerate stories of women who overcame…. [read more]


Marketing Plan for Eleftria Tablet Marketing Plan

… Each of these three strengths is directly applicable to the marketing of the new Tablet PC, as each has a direct impact on the marketability, availability, pricing and sales of the product.

Engineering Expertise

Eleftria has recruited engineering talent from local universities who have an understanding of how to manage the many subsystems that comprise the tablet PC architectures it has patented. This engineering expertise includes power engineering, electrical, optics and software engineering for fine-tuning the Android operating system the device is based on. Many of these engineers also have extensive expertise in the areas of Agile software development, a system for managing the complexities of creating and launching a new software product. Their focus on creating new product designs that are upward compatible with…. [read more]


Marketing Causes Marketing Using Cause-Related Sporting Events Research Proposal

… Marketing Causes

Marketing Using Cause-Related Sporting Events

Social marketers often concentrate the majority of their efforts on the sponsors for cause-related sporting events often not taking into account the needs of the participants. In the article The Marketing of Cause-Related Events: A Study of Participants as Consumers (Scott, Solomon, 2003) the authors attempt to determine the multifaceted needs and motivations of participants in cause-related sports events. The intent of the analysis is to determine how cause-related sports events can be used successfully as part of a multichannel-based marketing strategy that aligns or is consistent with broader strategic marketing initiatives and programs. The researchers chose a Susan G. Komen Foundation's Race for the Cure event in the southeastern U.S. As the basis of their sampling frame…. [read more]


Marketing for Humanitarian Organizations Essay

… Tangible products have to have an independent physical existence and often have a life cycle that includes a growth phase where the product is developed, maturity phase where the sales of the item are at peak and a sales fall period when the sales decline. It is, therefore, important for marketers to understand each product's lifecycle. They should understand how long the product's life cycle lasts to focus their attention on building a new product in the growth phase once it is in the decline phase. Urbany and Montgomery (1998): 288 go on to state that the marketers must consider the product mix whereby they consider the position of the product, how they can exploit the brand, and how to consider product development strategies.

Rotemberg…. [read more]


Mochalicious Marketing Plan Marketing Strategy Research Paper

… Mochalicious Marketing Plan

Marketing Strategy Mochalicious

The Company Profile

Mochalicious Coffee is based in Owasso City, Oklahoma, United States. It has successfully developed its brand image in the local market by providing the top quality coffee at very competitive rate. The company offers different flavor variations and seasonal offerings in its major product line.

The Mission Statement of Mochalicious Coffee:

Mochalicious Coffee aims to become the most preferred coffee brand in the United States on the basis of taste, variety, and quality of its coffee products as well as through superior customer services. The company also aims to become a strong entity in both operational and financial terms.

Marketing Strategies of Mochalicious Coffee

Branding Strategies:

Mochalicious Coffee manufactures, promotes, and sells its coffee under its…. [read more]


Marketing Mix for a Tablet Essay

… Place or Distribution Strategy

For the Tablet PC to be a success, it needs to gain acceptance through the best possible distribution channels that can generate profitability and customer loyalty. The selection of a multichannel strategy is critically important to the success of any Tablet PC, as it broadens the market reach of a new product and ensures every addressable segment is reached (Anderson, Schwager, Kerns, 2006). Choosing to sell the Tablet PC online, through specialty retailers who concentrate on PCs including BestBuy, and also creating enterprise-wide purchasing programs will all contribute to more profitable sales levels over the long-term. The chosen launch strategy for the Tablet PC is one of selling through multiple channels, supporting all with a concerted pricing, promotion and product strategy…. [read more]


Marketing Will Affect Someone's Life Essay

… Mobility-based advertising is already being tested in Japan by Google and Yahoo. The ability to create mobility-based advertising that is relevant to the customer will also require an entirely new series of strategies for updating cell phones, smart phones and tablet PCs. The development of these technologies continues to accelerate as Web-based advertising companies continually seek out new strategies for gaining incremental revenue. Advertising based on traffic patterns will also begin to emerge, bringing contextual, high quality display advertising to customers regardless of their location in a city or community. For the customer this means even greater discernment and a focus on ensuring security and privacy. There is going to be even a greater focus on security and privacy controls to the operating system and…. [read more]


Marketing Managers Need Essay

… As more marketers are relying on digital channels including the Internet, the in-depth expertise in consumer behavior and consumer decision making is critical for the success of any multichannel marketing strategy (Wu, 2002). As these digital channels are also inherently traceable through analytics and the results of marketing strategies can be measured relatively easily, marketers can quickly determine if their knowledge of consumer behavior is as accurate as needed to induce purchase (Zinn, Liu, 2008). Many marketing organizations continually refine their consumer behavior descriptions, sometimes called personas, to gain greater insights into their consumers' thought processes (Wu, 2002). This provides companies with added insight into how best to serve their prospects with information and how to tailor their messages to win additional business.

Conclusion

The…. [read more]


Marketing Research Plan Research Paper

… Marketing Research Plan

The objective of this work is to prepare a research plan to gather basic information for a multichannel marketer of men's clothing. Presently the marketer has a database of 250,000 current customers who have completed purchases in the last 12 months with an average order of $120.00. This work will address the customers, competitive customers and customers that use individual as well as multiple channels for their purchases. The marketing research plan will contain a statement technique best suited to meet these objectives.

Market Research

Market research is the process of gaining information about the market and this information is specific and includes the primary factors that affect the customer purchase decisions. Primary market research may occur through various types of information…. [read more]


Marketing Plan Ultralight PC Research Proposal

… Marketing Plan

Ultralight PC Marketing Plan

With the rapid growth of Web 2.0 technologies (O'Reilly, et.al.) and the rise of social networks (Bernoff, Li, 36) there continues to be a proliferation of devices for accessing the Internet. The need for a more fully-featured device that has the ability to function as a laptop yet be low priced enough and functionally equipped enough to provide access to the Internet has emerged. Technologies in this area include Netbooks or Ultralight PCs (Ricadela, et.al). Market factors driving the adoption of Netbooks also include Software-as-a-Service (SaaS) models (Swiercz, Lydon, 389) and the development of low power consumption microprocessor architectures (Ricadela, et.al). What is also fueling the development of ultralight PCs is the low power consumption and the ability to…. [read more]


Successful Marketing Mix That Will Increase Results Term Paper

… ¶ … Successful Marketing Mix That Will Increase Results

The development of an effective marketing mix is critical for being able to stay competitive in the turbulent global markets that companies compete in daily. The critical need for keeping the four attributes of the marketing mix synchronized with one another in order to attain strategic objectives is illustrated through the many examples throughout this paper. Product strategies' contribution to a company's entire marketing mix, the role of promotional strategies to reinforce branding and messaging, and distribution channels' role in getting branding, messaging and products to market are analyzed in this paper in addition to the critical process of new product development and introduction (NPDI) that acts as a catalyst for the marketing mix to become…. [read more]


Marketing Research at Kudler Fine Foods Research Paper

… Marketing Research at Kudler Fine Foods

Kudler Fine Foods has been fortunate in that the upscale nature of products offered are aligned perfectly with the purchasing patterns and interests of both commercial chefs and those consumers who cook more upscale meals and desserts at home. Kudler's core market strategies are not getting enough feedback and insight into how they are performing in the market, and the company also lacks insights into the specific nature of their segmentation. Despite quick demographic analysis of surrounding areas which has lead to the company's expansion, there is yet to be amore thorough psychographic segmentation analysis based on how consumers see themselves. This is a critical need in the existing and future planning for Kudler foods. There are many other…. [read more]


Tide the Term Marketing Essay

… Since both the media industry and the corporate world has become very competitive when it comes to covering their respective markets, the cost of advertisement campaigns are greatly dependent on the market forces of demand and supply. Prices for advertisements are decided according to the demand and supply situation which involves viewership in a certain timeslot, or readership of a certain publication, and the demand of that particular time slots and/or publication by other companies. If viewership or readership is high and more companies want to advertise in a particular slot, than prices for that particular slot tend to be high. Of course, any firm would want to keep its expenditures low; however, this could not directly mean that the firm would purchase the least…. [read more]


Ethnic Marketing Term Paper

… Ethnic Minority Marketing Strategy of McDonald's

As the United Kingdom becomes racially and ethnically more diverse, it becomes evermore important for organizations to consider minority segments in their marketing strategies (Cui & Choudhury, 2001; Nwanko & Lindrage, 1998). In 2001, 7.9% of U.K. Population were from non-White ethnic groups ("Population size," 2008). Ignore this segment, by foregoing ethnic minority marketing, and companies ignore a large and valuable opportunity.

Ethnic minority marketing is a term that refers "to the study of marketing within ethnic minority contexts" (Nwanko & Lindridge, 1998, p. 200). McDonald's has realized the value of this growing market segment, and, as such, has employed specific ethnic minority marketing strategies, to garner these valuable consumers. This paper overviews ethnic minority marketing and its importance…. [read more]


Internet Marketing Strategy Essay

… " (European e-Business Market Watch Case Study, 2011) Argos has been known since the 1970s for innovative use of technology with computer systems affecting Argos retail functioning since that time. ICT has been used in monitoring Argos stock levels and in recognizing market trends early on for avoiding "stock out situations." (European e-Business Market Watch Case Study, 2011)

Argo has an electronic point-of-sale system, which have resulted in higher levels of accuracy in financial transactions. Communication has been impacted greatly by new technologies at Argos affecting how Argos communicates with its suppliers and its customers. Argos collects feedback through various channels of communication and is reported to have "implemented an innovative system of regular customer feedback sessions in which customers are invited to attend 'open…. [read more]


Business to Business Marketing Research Proposal

… B2B Marketing Proposal for Selling JINS Computer Glasses in the United States through Distribution Channels

The intent of this proposal is to define the problem, objective, opportunities and recommendations for introducing the JINS computer and gaming glasses into the United States, relying entirely on business-to-business (B2B) based relationships in building distribution channels. The problem is defined as finding the optimal mix of distributors and dealers to get the JINS computer and gaming glasses successfully launched in the United States. The objective is to thoroughly study and define the best possible distributor, dealer and service center candidates across the entire United States, selecting those that have the customer bases and ability to ramp up their sales quickly of the JINI computer and gaming glasses. The opportunities…. [read more]


Orange Strategic Marketing Plan Essay

… 6% between 2007 and 2011. The German and UK markets grew at 4% and 1% respectively. As of the latest market sizing estimates as generated by Orange's strategic planning team and published in their annual report and investor relations data, the market is projected to have a .7% CAGR through 2015 as shown in Figure 3. What this flat rate of growth underscores is how competitive the EU market regions are specifically and the global market in general are for telecom services. Competing for new customers is more expensive than keeping existing ones. A point well-reflected in the churn rates of the industry customer base in general and Orange customers specifically (Orange Investor Relations, 2012). The following section evaluates the competitors in this market including…. [read more]


Branding and Life Cycle Research Paper

… Branding and Lifecycles

How Marketing Shapes Consumer Needs and Wants

The customer has never been more in control of the conversation of what gets produced and sold in both the business-to-business (B2B) and business-to-consumer (B2C) market places. They have greater input yet it is the marketers who are navigating them to the brands and products that align most with their unmet psychographic and functional needs. While the customers have many options for voicing their approval or disapproval of a given product or service through social media, it is the marketer's accuracy and precision of orchestrating multichannel experiences that gets them to buy (Chatterjee, 2010). And while customers across B2B and B2C have also never been more frustrated with the wide differences in product and service…. [read more]


Integrated Marketing Communication and Customer Essay

… Coca-Cola takes an exciting, successful marketing campaign and expands on it across non-English speaking nations, turning the promotional campaign into a foundation for future product introductions and growth of sales on a seasonal basis (Bashford, 2010). Coca-Cola orchestrates programs to optimize sales by country and season.

Develop an approach to measuring customer satisfaction with your company's product/service.

The primary approach Coca-Cola relies on for measuring customer satisfaction are the online panels used for evaluating new products, product line extensions, variations in existing products by geographic location and enhancements to service. Coca-Cola today relies on social media to track customer satisfaction through analysis of unstructured content or comments on their webpage, Facebook account and on their YouTube account as well (Bernoff, Li, 2008). A second approach…. [read more]


Pricing Strategy and Distribution Build-To-Order Marketing Plan

… As opposed to other approaches to defining pricing, this approach is equitable to each channel member and member of the value chain. There is also less room for price discrimination and fraudulent transactions when this is approach is used compared to more complex and challenging pricing schemes.

Distribution Channel Analysis

There will be a multichannel distribution channel strategy developed for the Eleftria netbook, as the build-to-order strategy can scale across indirect channel partners, online product configurators, and value-added resellers. The customization capability of the Eleftria netbook is ideally suited for a multichannel strategy as well. The following is an overview of the Eleftria Netbook distribution channel strategy. This channel strategy is deliberately designed to support multiple channels while also creating the opportunity to sell the…. [read more]


IMC and Customer Satisfaction Marketing Plan

… IMC and Customer Satisfaction

Zapper Marketing Plan

Defining Integrated Marketing Communications and Satisfaction Strategies

The Zapper's unique value proposition of mitigating and eliminating noise opens up many potential market segments and service areas. What the advertising strategy must do is not only communicate the features and benefits of the product, it must also show how effective it is in making people's lives more enjoyable. Noise is one of the most irritating types of pollution there is, often stopping people from being able to think clearly and get their work done or make effective decisions. The greatest value of the Zapper is in neutralizing these forms of noise pollution to allow people to have a more enjoyable, pleasurable experience at work or at home. The cornerstone…. [read more]


Marketing Plan for Smellgreat Term Paper

… Smell Great

My primary VALS type is innovator and my secondary VALS type is thinker. "The primary VALS type represents your dominant approach to life. The secondary classification represents a particular emphasis you give to your dominant approach." I am not surprised by these results. I tend to view myself in this way, and the questions that were being asked seemed to point in this direction as well.

The target market for SmellGreat is males and females aged 18-34, with an average annual income in the $45-60K range, a college degree and no children. The way to translate this target market into a buying target for media is to map out the best media channels whose audience most closely fits with this target market. Because…. [read more]


Consumer Behavior and Shopper Essay

… Applying Maslow's Hierarchy Of Needs To Consumer Behavior

Contrary to Herzberg's Motivation Hygiene Theory that concentrates on defining satiators vs. motivators, Maslow's Hierarchy of Needs takes a more hierarchical view of what motivates people to fulfill their unmet needs and expectations. Maslow has defined needs into five levels starting with physiological, progressing to safety, social, ego and finally self-actualization. In the context of consumer behavior, researchers have shown that a consumer will traverse this entire range of levels in determining to be loyal or not to a specific brand or product (Turner, Krizek, 2006). Effective marketing campaigns aimed at off- and online shoppers therefore need to concentrate on creating opportunities for new and existing customers to have their expectations met or exceeded at each phase…. [read more]


Customer Service Website Marketing Plan Term Paper

… Customer Service Website Marketing Plan

The intent of this marketing plan is to provide a framework for migrating customers from personal service to web-based self-service to both reduce costs while increasing the level of responsiveness and generating higher levels of loyalty from customers. Web-based self-service has proven to be a viable alternative vs. large-scale expansion of call centers, freeing up technical support and services personnel to work on more complex customer problems. Providing customers with multiple avenues to gain support over the Internet through a web-based self-service site on a 24/7 basis, regardless of their location globally, has major competitive advantages long-term.

While much third party research has been completed on the benefits of web self-service what is critical in the launch of this specific…. [read more]


Kellogg's Marketing Plan the Ready-To-Eat Cereal Book Report

… Kellogg's Marketing Plan

The Ready-to-Eat cereal market has proven to be increasingly resilient to the recession; in fact it has grown by 2% a year even in the midst of the economic downturn (Emrich, 2008). The Fruit Loops brand is highly respected and has a very high level of customer loyalty associated with it. The costs of producing the brand have dropped significantly over time and the extension of the core product into a Fruit Loops Breakfast Bar shows significant potential given the analysis in this marketing plan. This marketing plan proposes a six-month cycle of product introduction planning to get all aspects of the marketing strategy synchronized to be able to attain the sales objectives. The development of product launch materials, definition of marketing…. [read more]


Consumer Buying Behavior Research Paper

… Consumer Behavior Research

The multi-generational aspects of buying behavior are significantly re-ordering the growth, structure and long-term potential of all industries. Implicit in multi-generational shifts occurring in markets is the rapidly changing series of customer expectations, demands for more unique and differentiated customer experiences, and the need on the part of marketers to seek out differentiation in every aspect of their business models. The intent of this analysis is to evaluate four scholarly articles and their contributions to the field of consumer behavior. Study methodologies, data collection instruments used, organizational and individual demographics, and study limitations are all discussed. This analysis concludes with discussion and recommendations for how to gain greater insights and performance from marketing and sales strategies using consumer behavior as their foundation.…. [read more]

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