Contents
Section A 3
A1. 3
a) 3
Introduction to marketing management 3
b) 3
PESTAL Factors with example 3
c) 5
Three accepts of Tropicana which is chosen from PepsiCo 5
A2 7
a) 7
Introduction to resellers 7
b) 8
Types of segmentation 8
c) 9
Factors affecting pricing decision 9
d) 11
Definition consumer buying behavior 11
A3 16
Introduction of Advertisement Appeal 16
Advertising appeal of the advertisement 17
The target market 17
Explanation of the product 17
About advertisement 18
A4. 18
Introduction about company 19
About the product 19
Branding of the product 24
Pricing of the product 24
Promotion of the product 25
Segmentation 25
Target Market 25
Section A
A1.
a)
Introduction to marketing management
"Marketing management
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Florio is a mix of the finest Arabica coffee, to make a coffee of uncommon quality and ease back simmered to tenderly discharge its exceptional smell. Tasting Intense and Flavorful The fragrance is sweet and smooth with notes of dim chocolate. The sense of taste is exceptional yet refined and adjusted, softening to a delicate sweetness. A long and waiting completion with flame broiled fragrances and indications of caramel and licorice.
Perle Noire Characteristics
A round, amicable and perfectly adjusted mix of the finest Arabica beginnings. An eminent glass with a great fruity complete Blend 100% Arabica Characteristics A rich and exquisite mix of the finest Arabica starting points. A determination of the "rarest pearls" make this unobtrusive and fragrant mix. Tasting Rich and Harmonious
A liberal, full-bodied yet adjusted sense of taste completing with hot notes of gingerbread and natural product.
Les grands crus D’ Arabica Characteristics
A voyage brimming with exotic flavors from the finest coffee producing country around the globe Pure Origins Pure Arabicas Characteristics Our determination of the most elevated quality Arabica espressos the finest locales, the most restrictive manors and the wealthiest of "terroirs" (soils)… An unquestionable requirement for the most requesting espresso
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The perfect Italian-style espresso combining sweetness and force.
DECAFIENATED light & aromatic
This decaffeinated blend retains all of its aroma and flavor, offering an enjoyable espresso at any moment of the day.
COLOMBIE sweet& smooth
A high-grown Arabica cultivated in one of the most beautiful coffee-producing regions. A soft, sweet and flavorful l cup
COSTA RICA TARRAZU lively & complex
This high-grown Arabica is lively and elegant with a round and satisfying finish.
PAPOUA NEW GUINEA SIGRI fruity & well-balanced
Rich in flavor! A surprising combination of sweetness and full body, accentuated by a touch of acidity.
ETHIOPIAN MOKA
WILD & FLOWERY
Cultivated in the birth- place of coffee! Light-bodied and delicate with floral aromas and hints of apricot.
SUMATRA MANDHELING distinct & intense
A full-bodied coffee embellished with woody tones and an exceptionally long finish.
BOLIVIA pure & subtle Organic & Fairtrade
This coffee from Bolivia is cultivated by the Aymaras Indians in the heart of the Bolivian Andes. A fine cup with nutty flavors and subtle notes of dried fruits.
GUATEMALA greedy & generous
In John Standage’s book, A History of the World in Six Glasses, the history of the world is told through the history of six beverages; beer, wine, spirits, coffee, tea, and Coca Cola. The effect that each has had on the world is profound and immeasurable, however, of the six beverages, I have found that coffee has played the largest and most significant role in world history. One way that coffee affected world history is that establishments that served coffee created a social venue for members of the community to bond over various topics. Standage wrote that coffeehouses were hotspots for “gossip, rumor, political debate, and satirical discussion.”, similar to what they are in the present day. These topics led to Kha’ir Beg, ruler of Egypt, as well as his superiors worrying about coffeehouses being a popular meeting place for those wishing to overthrow the government.
Journal #1. Page 19- “Since beer was a gift from the gods, it was also the logical thing to present as a religious offering.” Response - Beer was used in ceremonies such as religious, agricultural, funerals, etc. The religious meaning of beer has a longer timeline than the Sumerians and the Egyptians.
In one of his Essays, “Decaf Poopacino”, he is making fun of the fact that Americans order the craziest drinks when at coffee shops. The point of this essay is to express that people, like him that want a simple coffee, are tired of waiting in line while the baristas make crazy drinks that serve no purpose. The use of hyperboles help get his point across. For example he says, “It is inhumane, in my opinion, to force people who have a genuine medical need for coffee to wait in line behind people who apparently view it as some kind of recreational activity.”
ECONOMICS PROJECT Name: Saatwic Malhotra Course: BBA.LLB (H) Section: A Enrollment Number: 7058 ACKNOWLEDGEMENT I express my sincere thanks to Mrs. Tanu Sachdeva, my economics teacher who guided me throughout the project and also gave me valuable suggestions and guidance for completing the project. She helped me to understand the issues involved in the project making besides effectively presenting it. My project has been a success because of her. PEPSICO • PepsiCo, Inc. is an American multinational food, snack, and beverage corporation headquartered in Purchase, New York. PepsiCo has interests in the manufacturing, marketing, and distribution of grain-based snack foods, beverages, and other products.
But as the time goes by the taste of the product had been the top reason why the consumer keep on patronizing it. Moccona coffee produced different variety of product that suits the taste of their target market. As they move on globally different consumer represents different taste buds. As part of their product strategy they venture in developing a product with different flavour or fusion.
The Arabs attempted to maintain their control on the crops, but the Dutch had successfully gained seedlings of it. 2. The Dutch was successful in growing the coffee trees in Indonesia. 3. The NCA explains, “Coffee is said to have come to Brazil in the hand of Francisco de Mello Palheta who was sent…for the purpose of obtaining coffee seedlings” (NCA, n.d.).
1.2. Product Differentiation This refers to differentiation that aspires to make a product more attractive by contrasting its unique qualities with other competing products (Investopedia, 2015:1), as in the case of Coca-Cola, other soft drink brands. Successfully adopting this strategy would have a company gaining a competitive advantage, as the customer would then view the product as unique or superior. This is what coca cola has managed to do, and has managed to do it on a scale that is globally unique, and globally recognized.
In the carbonated soft drinks industry, Coke Cola and Pepsi Co are the biggest players in the market for aerated beverages. Both the companies have been competing strongly against each other for decades. The market is dominated by these two industry leaders with a total market share of 72%; Coke’s market share is 42% and Pepsi’s 30%. This is known as an oligopoly market; where there are few large firms competing with each other in the industry. Since both the company’s market share so large, the market is very close to a duopoly (other players having a very small impact on the market).
A high-quality coffee from 100% Arabica coffee beans, hot and cold drinks on its basis. Dunkin’ Donuts uses a secret coffee recipe that people love because it’s a consistent, smooth, never bitter, rich tasting cup of coffee that they can get every
Danielle Walker, an American female is the president and CEO of Training Management Corporation (TMC). Founded in 1985, the company was built to deliver practical consulting and solutions that meet and have the ability to turn multicultural business environment to be able to overcome operational challenges. TMCorp help companies worldwide distinguish similarities and differences in its work environment and help to maximize performance to reduce risk, with this done, innovations then can be enhanced with the most effective way. The company headquarters is situated in United States, regional offices in Singapore to serve Asia-Pacific and in Belgium to serve Europe, Middle East and Africa.
They sell the finest coffee from all over the world. It also has a book corner in the left hand side of the shop where we can buy books. They make very good coffee as well. This place is an ideal place for students and employees to release stress. As I made my way through the transparent glass door, a blanket of warm air hit me and the rich aroma of coffee which was delectable.
First, from the beginning of the classes I was able to design and implement marketing/business strategies in particular areas only. After that, I am able to create long-term and mutually beneficial exchange relationships between an entity and the publics with it interact. Moreover, the strategic marketing analysis & planning process such as internal & external situation assessment, strategy formulation, positioning and marketing mix were taught during lessons in detail that integrated my marketing knowledge. And as a result I also became aware with a range of new issue of marketing management and the marketing tactics in particular that were resulted from the product and branding strategy. I found strategic marketing analysis and planning of this project more challenging than
Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find out the best ingredients that should be in an effective advertising and identifying its influence on the consumer’s mind, so effective advertising should be considered as one of the most important tools that strongly affect and can change the consumer’s buying behavior. The research attempts to investigate the impact of effective advertising on the consumer’s buying behavior.
Running Head: PEPSI COLA COMPANY 1 PEPSI COLA COMPANY 16 Strategic Plan of Pepsi Cola Company Jacqueline C. Tuncap American Military University BUSN 620: Strategic Management September 25, 2016 Executive summary This paper analyzing the Pepsi Cola Company, its strategic plan and the products the company provides. The company is known as one of the top competitors in the market. We will go through and try to understand the separate areas within the company that collectively work together towards creating a successful company.
Introduction At the start of this course, I had no idea what to expect. This is due to the fact that marketing is a field that offers a combination of so many different disciplines such as art, psychology, and statistics. I encounter marketing on a daily basis but have strangely enough not reflected too much about it. Nevertheless, it is a very interesting subject, which deals with promoting and selling services and products.