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Marketing Plan for Coca-Cola Marketing Plan

… The Marketing Mix for Coca-Cola:

Marketing mix constitutes all those strategies which are formulated and implemented with the core objective of presenting the company's product or service to its target customers in the most effective and competitive fashion. The Coca-Cola Company uses a number of marketing mix strategies for its most valuable brand, Coca-Cola. These strategies play an important role in communicating the company's new promotional messages and offers related to Coca-Cola to the most potential target consumers in the local and international markets (Doole & Lowe, 24). This section comprehensively explains the marketing mix for Coca-Cola designed for its Global reach.

1. Product Strategy:

Coca-Cola is ranked among the highest quality beverage brands in the world. It is produced with carbonated water, sugar (sucrose…. [read more]

Marketing Communication Strategy Case Case Study

… Zara's marketing strategy is also unique; it lacks image advertising and does so far less than its competitors; instead relying on word of mouth and the store's reputation as its marketing campaign. The international fashion company has also been extremely good at adapting itself for different countries, masking itself and its humble Spanish origin.

Question 3: Do you think Zara's marketing communication strategy of a lack of image advertising and promotion compared to competitors in the same category is a sensible one?

Zara's lack of a marketing communication strategy seems to be absolutely foolish, but may work in its particular sector through word of mouth and location alone. By being in the vicinity of other stores similar to Zara, business is inevitably split between the…. [read more]

Marketing Analysis Strategies and Techniques Essay

… The weaknesses of using this advanced level of methodology and technique for competitive positioning include cost, time and potentially the advice from market research experts skilled in creating perceptual maps, and the applicability of the results over a relatively time period for consumer and high tech products that have a relatively short lifecycle.

Customer Perceptions

This is one of the most debated aspects of how a company is doing within its marketing, sales and senior management teams. The reliance on anecdotal data for customer perceptions is the norm and often is incomplete in its coverage of all customer concerns, needs and preferences (Silverblatt, Korgaonkar, 1987). While customer perceptions of often captured in conversations with them, the most effective approach is to complete periodic Customer Perception…. [read more]

Marketing Channel Strategy Term Paper

… Additionally, integrated manufacturer/retail promotions will be pursed to increase product exposure, increase sales, and decrease advertising costs. Supermarkets will help pay for advertising the promotions that involve free samples and prizes. In exchange, the supermarkets enjoy better loyalty from their customers and a closer relationship with us as a supplier. The Internet will be used to motivate sales by distributing online coupons. Catalogs and the Internet will offer discount packages to encourage the purchase of multiple products.

Plans for evaluating channel members.

Media will be evaluated by demographics and number of subscribers. Coupons will be tracked by source. National retailers will be evaluated based not only on overall sales, but the success of individual promotions. This information will then be used to develop more effective…. [read more]

Nike Women Sporty Jeans Marketing Plan

… Nike Women Sporty Jeans

Marketing Plan: Nike Women Sporty Jean

Nike is a significant company in the athletic clothing market. While it is most closely associated with shoes, the company also offers other clothing options for those who need and want work-out gear, running shorts, and other options (Nike, 2012). However, Nike is more than just an athletic brand. The company is expanding to offer other clothing options, as well. An analysis of the company indicates that it has strengths in the market which can be used in order to see growth. As with any company, there are also weaknesses - but there are opportunities to take those weaknesses and turn them into something that will benefit the company. One of the ways in which…. [read more]

Marketing Sports Drink in Today Marketing Plan

… This respect for consumers translates into more effective marketing strategies.

"Processes" refers to the recognition and appreciation of the discipline, creativity, and structure that is brought into the marketing strategies for products (Kotler and Keller, 2012, p.25). Openness to innovative and unique ideas with regard to format and content of marketing strategies may help the company develop more state-of -- the art concepts for marketing that could provide a competitive edge. Kotler and Keller (2012) indicated that establishing processes that effectively guide activity is an integral component to the development and maintenance of long-term business relationships that are mutually beneficial. By remaining open to creative input from all staff within the company and encouraging dialogue and discussions about marketing activities, the company is more likely…. [read more]

Nike's Business Strategy in Rikert Essay

… Knight's employee Jeff Johnson came up with the name of the shoe Nike, and a small fee bought the now iconic swoosh design of a graphic design student. Knight then found "Japan's sixth-largest trading company," Nissho-Iwai (Rikert, Christensen 1990:9). Knight supplied Nissho the design and Nissho provided the shoes. Those shoes were then taken to the 1972 Olympic trials and that event served as a catalyst for Nike's spring to the top of the market: "The company proudly noted that 'four of the first seven finishers' in the marathon event at the trials (actually, numbers 4, 5, 6, and 7) wore the NIKEs" (Rikert, Christensen 1990:9). The Nike brand was begun -- and the company had placed the proper spin on its product (and used…. [read more]

Sports Management Recommendations for Nike Research Proposal

… Sports Management

Recommendations For Nike

In as study, recommendations may be positioned in two categories, according to David S. Walonick, Ph.D. (2005) in the journal publication, "Elements of a research proposal and report." This section of the study relates the first type recommendations to basically relate actions the researcher asserts need to be take, based upon the data he study notes. The second type recommendations address other researchers and typically present ways a study may be refined or improved. These also point out changes the researcher would make if conducting the study over again. From the data in this study, the researcher asserts that NIKE could benefit from addressing the following four issues:

Increase in Research and Development (R&D) budget

Enhanced attention to reliability of…. [read more]

Sports Management Facilities as a Sports Events Research Paper

… Sports Management


As a sports events organizers there is a lot of responsibility that is involved. First would be able to find out the condition of the facilities being used for the baseball game. It would be to look for the best baseball fields. It would be important to make sure that facilities and cleaned for the use and also that they are safe. For example, the benches that the fans will be sitting on have to be secure a clean it there is tall grass on the baseball field. Them it will be my job to make sure that Th baseball field is manicured. The next thing to do would be to make sure everything is prepared such as the preparation (for instance…. [read more]

Sport Drink Facts and Fictions Research Paper

… Results: Compared to placebo (water), ingesting glucose are regular intervals during the steady state portion of the task significantly improved performance; however, the addition of caffeine did not improve performance significantly compared to glucose alone. Conclusions: The sample size was small and incompletely randomized. Another weakness in the study was the use of water as a placebo, which would not taste the same as the other two beverages. In addition, the cyclists were all caffeine users, so the effectiveness of caffeine would depend on how much caffeine the cyclists typically consumed. Despite these limitations the authors were able to show glucose supplementation increased performance by 4.6% compared to water alone. When caffeine and glucose were combined, the average performance improvement was 9.0%, but statistically the…. [read more]

Marketing Plan Relaunch Essay

… Marketing Plan Reluanch

Re-launch Plan for the RSP-150 Solar Power Maintainer

Re-launch Plan Goals and Milestones

Implicit in the re-launch of any existing product or service is the need to more closely define its unique value proposition (UVP), competitive and market position, and first re-assess and then strengthen its core messaging strategies. The essence of any successful product re-launch is galvanizing each of these attributes around a common strategic market plan that is centered on the customers' unmet needs, preferences and wants (Easingwood, Harrington, 2002). The orchestration of how these activities are completed defines the extent of differentiation relative to alternative solutions and competing brands (Woods, 1984). The RSP-150 Solar Power Maintainer has many innate differentiators that capitalize on the prevailing mind-set of consumers to…. [read more]

Marketing Branding Strategy Research Paper

… Marketing

Branding Strategy

A brand is a the name, logo and slogan by which customers identify your product offering. Brands come with them a set of values and attributes, the latter being features of the product itself. But brands also carry with them a certain amount of intangibles, like the brand essence which is how people identify the what the brand stands for and why the brand appeals to them (Van Auken, 2009).

So we have the MegaWidget, which will have an amorphous blob for a logo. This is because the MegaWidget, much like the amorphous blob, can be anything you want it to be. The slogan is "MegaWidget -- anything you want it to be." Basically the MegaWidget is the most useful thing you…. [read more]

Marketing Pricing Strategies Essay

… In this way the media offering can ensure that they remain competitive and position itself in a way that would appeal to the consumers.


The pricing strategy for the media distribution company was assessment of a service which could be differentiated; aspirin is a very different product as it is a generic product that is offered by many different companies. However, this is not mean there is no differentiation, as it is possible that some companies may gain benefits in terms of their branding, but differentiation to the trust gained by that company. For example, one, such as Anadin, may sell simple aspirin, but still are able to demand a premium due to the brand perceptions (Kotler and Keller, 2011). As aspirin is a…. [read more]

Marketing Branding Strategies Are Key Essay

… The Levi-Strauss brand cannot handle the added dimension of office wear and remain committed to jeans and Dockers.

One reason why a new brand entry under the parent company of Levi-Strauss would work is that Brooks Brothers has little -- to no -- panache among people of Generation X age or younger. Young executives want to look snappy and sharp, not like their grandfathers or grandmothers. Although some young employees at conservative corporations might still seek out the bargain prices on standard business attire, an increasing number will welcome the entry of Levi-Strauss only if the brand is not directly attached to the label. The Levi-Strauss brand is too closely linked to casual attire that to market a line of office clothes with the Levi-Strauss…. [read more]

Marketing Strategies the Marketing Plan Delivers Marketing Plan

… Marketing Strategies

The marketing plan delivers the various strategies that All Technology Computer will use to enhance competitive market advantages. The paper discusses the company mission statement and the strategies that the company will use to align its mission statement with its strategic objective. The brand differentiation is an effective marketing tool to enhance marketing advantages and IMC has been identified as an effective marketing tool within the business environment. More importantly, the company will be operating in the U.S. economy and the company will take the advantages of the economic and technological superiority of the U.S. To deliver high quality product and services.

Company Background

ATC (All Technology Computer) is computer hardware and software provider operating in the United States and the company is…. [read more]

Sports Sponsorships: Considerations and Configurations Thesis

… , 2004). The public relations team is unlikely to accept a pre-packaged promotional arrangement that does not allow them to optimize both the corporate spend and the media opportunity. It is incumbent on the professionals in the sports management industry to understand what the corporate entities understand, with regard to promotional opportunities, and it is also important for these professionals to keep an eye on what is ultimately best for the players and teams (Stier & Schneider, 2001).


The success of a sports marketer depends largely on their ability to gain a thorough understanding of the sponsor's objectives prior to developing a sponsorship proposal. This can be accomplished through meetings with the gatekeepers who grant or deny access to large corporations, through the company's…. [read more]

Marketing Strategies London 2012 Olympic Essay

… In this order of ideas, it is recommended that they distributed the tickets in a targeted manner. For example, they could distribute tickets to handball events to the local handball teams, the amateur teams or the schools with a sporting profile.

Such an effort would imply additional time consumed by the targeting and separate distribution, but would also ensure that the different Olympics events get the attention required. In other words, such a strategy would allow the committee to bring in people interested in all categories of sports events and to increase the attendance at the events which are less popular among the general public by bringing in particular categories of viewers.

Additionally, targeted and differentiated distribution would also ensure that the audience is filled…. [read more]

Marketing of a Sports Drink Marketing Plan

… Marketing

In order to market this new sports drink, the different elements of the marketing mix need to be developed (Kotler & Keller, 2012) . The old four Ps include product, which here is a run-of-the-mill sports drink and a gimmicky bottle. The price will probably be premium. The positioning will have to be premium, and it will probably trade on the funky bottle. The promotion is likely going to focus on this message as well, and with the distribution being saturation in order to match the promotions of competitors. Thus, the product will be utilizing a differentiated strategy. Budget-wise, this is something that will compete against national firms with large marketing warchests, so hopefully we are similarly equipped. Also, a P. that is not…. [read more]

Marketing Plan for Swagster Marketing Plan

… It is saving the company a lot of money and it allows the company to distribute their bikes throughout the country, through deanships that have already been established.

Strengths, Weaknesses, Opportunities, and Threat Analysis (SWOT)

The biggest strength that the Swagster has to offer is a quality product. The Swagster is the only known hybrid motorcycle on the market that can perform at the same level as a non-hybrid motorcycle. Another strength that the organization holds is that they understand the business operation of their major competitor.

The two biggest weakness of the company is their lack of brand recognition and lack of financing. The company does not have the kind of financing as its competitors; therefore they cannot market to the customers in the…. [read more]

Marketing Communication Plan for Re-Launched Cadbury Wispa Bar Marketing Plan

… ¶ … relaunch of Cadbury's Wispa bar. Through case study examination and marketing communication planning, the study acknowledges successes surrounding the relaunch of the Cadbury Wispa bar, and aims to sustain and extend Wispa brand and product success. In particular, the study cites, for example, pull positioning strategy as a strategic tenet. Moreover, for organization of the study, the paper encompasses the following sequential sections: Introduction, Situation Analysis, Marketing Communication Objectives, Marketing Communication Strategy, Marketing Communication Tactics, Action, and Control and Evaluation.

Cadbury and Kraft Foods: Corporate Profiles

Cadbury is a leading, global, confectionery manufacturer (GlobalData, 2010) that specializes in chocolate confections or sweets. Its brand and heritage dates back to 1824 when John Cadbury opened a grocery store, and purported cocoa and drinking chocolate…. [read more]

Marketing Plan for a Company Marketing Plan

… Marketing Plan

This marketing plan is for Starbucks, to guide the company to its revenue and growth objectives. The plan focuses on the cash cow market on the United States and the high growth market of China as twin means by which the company's overall strategic objectives will be achieved. These two work in concert because the cash generated in the United States is basically used to finance the rapid expansion of the company into the Chinese market. Starbucks is positioned as a premium coffee seller in all of its markets, with a very strong brand, and those are the fundamentals around which the marketing program must be developed.

The marketing strategy in the United States is incremental in nature, focusing on finding growth in…. [read more]

Marketing Plan for Blueprint Cleanse Marketing Plan

… Marketing Plan for Blueprint Cleanse

Marketing Plan

BluePrint is a juice company that has made a huge hit in sale of juices and nut bars. The company sells organic juice from different fruits and also offers juice mixes for their consumers. Apart from encouraging consumers to see through the juice detox program, the company is also determined to change how people see juices. This is achieved by encouraging consumers to meet the daily detox program requirements which increases sales for their juices. The company was started a few years ago while the founders felt that though there were many juice bars all over different towns in the country, they were insufficient for market needs. The founders felt that organic foods was catching up and to…. [read more]

Integrated Marketing Communications Strategies (IMC) Consist Essay

… Integrated Marketing Communications strategies (IMC) consist of communicating a consistent and positive message at all contact points. IMC has grown in importance for several reasons. First, IMC allows a firm to foster long-term relationships with customers. Give an example of a company that implements IMC. What do they do well? What should they improve? Explain and justify your answer.

The Walt Disney Company's planning, coordinating, executing and monitoring of their Integrated Marketing Communications (IMC) strategies are among the best in the world. Disney integrates marketing communications strategies at the content, character, messaging and visual levels deliberately to increase cross-selling and up-selling of their merchandise. Their near-obsession with excelling at IMC strategies is directly tied to the company's need to continually gain incremental revenue to fuel…. [read more]

Marketing Plan for a Sleep Center Marketing Plan

… Marketing

Monitoring and Evaluation

There are a number of good performance measures that can be used to test the effectiveness of a marketing plan. Indirect measures include revenues (have they increased?) or profits (did high-margin customers increase?). For the most part, however, measures about the effectiveness of a marketing plan should be based on marketing-specific metrics.

For Dr. Sleep, this likely involves customer surveys, non-customer surveys and analysis of sales data. The surveys can be used to reveal a wide range of information. Brand exposure is a key area of concern, and can be best measured with a survey of people how are in the target market, but are not currently customers. It is valuable to know how much exposure the brand has. Additionally, these…. [read more]

Nike's Marketing Process Essay

… In addition, customers buying behavior is determined by whether the products are designed depending on their culture and appeal to their respective social classes. Therefore, the main impact of buying behavior on marketing is that marketing strategies and initiatives of the products are developed in consideration of these psychological forces, social groups, and situational factors.

Product Positioning:

Generally, Nike Inc. provides a wide range of product lines across footwear, apparel, and sports equipment products (Bhasin, 2010). However, the company's marketing decisions and initiatives are mainly influenced by its top-selling product lines or categories. One of the product categories whose positioning influences the firm's marketing mix factors is athletic shoes category, which is one of Nike's top-selling product categories. This product category influences Nike's marketing mix…. [read more]

Marketing - Nike: Company Analysis Research Paper

… " Newsweek. (1998). ]

The power of Nike to not only achieve but maintain such a frontrunner status, twice, in the industry is as much due to its creative, useful and fantastic products as it is to its advertising a marketing innovations. For example, brand management is one of the company's many strengths.

It is widely known in the advertising industry that most customers pay more for brands that they see as superior in style, reliability and quality. A company, therefore, is able, through its efficient brand recognition program, to "expand market share, command higher prices and generate more revenue than its competitors."[footnoteRef:17] [17: "Nike's 'Just do it' Advertising Campaign." Centre for Applied Research., accessed July 2011. ]

With its "Just Do It" campaign,…. [read more]

Marketing Research on Athletic Shoe Term Paper

… In addition, to a constant amount, fashion has become more exquisite and is polarizing.

Nike, Reebok, Adidas and other sports companies are fitting as the new fashion powerhouses, albeit, not in the same category as Giorgio Armani and Gianni Versace. Here is a growth chart, depicting the performance of the three athletic shoe giants in 2002. Reebok announced its results, which were in line with expectations. Net sales were slightly weaker than last year at $736 million versus $770 million, with U.S. sales holding up well, but disappointing international sales. Nike's 2002 sales were 9.89 billion, and Adidas, 40 million Euro. However Nike still holds 35% of the athletic shoe industry.

Summary: Adidas, Reebok and Nike are all athletic shoes with certain attributes in common.…. [read more]

Brand Management Nike Essay

… From the initial endorsements on the products Nike already had a leadership position in to the use of endorsements to break into new markets, Nike successfully uses celebrity endorsers to strengthen their brand first. This is difficult to do well as the majority of endorsement deals benefit the celebrity first and the company endorsing them last (Collins, 2003).

Nike realizes that the brand of the celebrity needs to be in alignment to their specific product messaging as well. They have learned this through the attitudinal and persona research completed (Anana, Nique, 2010). With football being such a profitable sport for them, they have signed the most reputable, respected athletes in this sport including Tim Tebow, Quarterback with the New York Jets, Victor Cruz, Marshawn Lynch…. [read more]

Sports Shoes and Sports Clothing Market and Trends in Turkey Research Proposal

… Sports Shoes Turkey

Sports Shoes and Sports Clothing Market and Trends in Turkey

Brief History of Turkey

Turkey is an internationally recognized center for sports enthusiasm and participation. The interest in sports is culturally bound both historically and as an aspect of Turkey's general international cosmopolitan nature. This is especially true as a result of the modern emphasis on European involvement and a relatively open international but specifically western travel emphasis both to and from the nation. Aspects of western influence, but specifically UK influence are bound in the Turkish culture as a result of years of European and other allied assistance to overthrow what remained of the Ottoman Empire and collectively remove occupying forces from Greece from the nation. Turkey was in fact the…. [read more]

Sports Marketing Peer-Reviewed Journal

… Sports Marketing

Evaluating the Match-Up Effect and Athlete Endorsers

For Sport and Non-Sport Brands

In the peer-reviewed article "To Catch a Tiger or Let Him Go: The Match-Up Effect and Athlete Endorsers for Sport and Non-Sport Brands" the authors cite and through empirically-derived research, clarify analysis of the fit between products and celebrity vs. non-celebrity endorsers. The first study is based on the hypothesis that a sport celebrity will be more effective promoting a sport brand, with the majority of benefit being to the celebrities image and name awareness. The second study matched an anonymous model that is identified as an athlete with a sport and non-sport brand. In this second test, the anonymous model that is positioned as an athlete is more effective promoting…. [read more]

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