The advertisement helps the organisation to reach to their targeted customers in an effective manner and at the same time, also enables them to develop a superior relationship with the public as a whole. Other techniques that are used in marketing are mainly transactional marketing, viral marketing, and mass marketing. The marketing process helps the organisation to increase the customer base for the company, which in turn leads to the development of the sales level for the organisation. Different marketing techniques must be incorporated within the marketing strategies of the organisation so, the companies are able to enhance their operations and at the same time develop in the near future (Hynes and Janson,
It is noted that consumer trend is moving into healthy foods and sustainable products. Consequently, this provides Unilever an opportunity to develop products to reach up to customers that fit and aligned with the company sustainable business strategy. c) Increase production volume: Unilever have potential to increase production volumes to reach more customers in new markets. By increasing production volumes, the company could become for efficient utilizing their assets and increase their margin and be more profitable. d) Social and environmental responsibility: Unilever had a great social and sustainable responsibility which is part of their business model.
We are committed to investing in our people, our company and the communities where we operate to help position the company for long-term, sustainable growth. .”2 clearly reflect its business philosophy of Market orientation. To being with, when it comes to its “Product offering” and “Product line”. The firm’s portfolio of products is very large and diverse. The aim of PepsiCo is to ensure the product range offers something for every occasion and that satisfies every taste.
Integrated Marketing Communications (IMC) Portfolio for Coca Cola Coca Cola has one of the best learning models of the implementation of the IMC strategy. Across the globe, Coca Cola is considered one of the most popular soft drink as it has a huge share of market to more than 1.7 billion customers on a daily basis. The company has mass marketing strategies for the product across various countries starting from the print ads in 1886 to the television ads in 2011, where coke has been strongly positioning the product to people in all cultures, of all age groups and statuses. The target market of coke includes people from different countries, various age groups, and different genders. The most attractive strategy is that the ads created an emotional
The firm recognizes its role in a society and engages in education, recycling, water usage reduction, obesity-fighting and other projects through PepsiCo Foundation, thus increasing its brand awareness and customer loyalty. 4. Competency in mergers and acquisitions. The key to PepsiCo business growth is its successful mergers and acquisitions of beverage, bottling, and snack companies. PepsiCo acquired such brands as Gatorade, Tropicana, Doritos, Quaker Oats and many others.
This reveals that there are different types of viable options created as far as beverages and snacks selling worldwide options are concerned. The aspect, which provides competitive advantage to the brand, is that they both are being recognized globally as market leaders by using several supportive strategies of marketing and positioning. Five Forces of Competition Model The Porter’s Five Forces of Competition Model by analyzing the Coca-Cola Company and Pepsi Co Inc. shows the following changes: 1. Threat of New Entrants Pepsi Co Inc. and Coca-Cola Company have been gaining strong distribution networks and the company also has major and productive chances for better relationship with customers. This depicts the higher degree of loyalty by the customers.
Signature has positioned itself as a lifestyle drink. The current tagline of the brand is “SUCCESS IS GOOD FUN.” The brand has invested in various lifestyle events and elite sports to position itself as a premium lifestyle whisky. The same theme was taken ahead to further strengthen their positioning by creating an AFP named “LIVING THE SPOTLIGHT” The concept of the show revolved around success. It focused on sharing the success stories of personalities from different industries and how it has added several fun aspects to their life. In our research we came up with the list of few personalities from different industries, who are now enjoying the success they have achieved in life.
So, it actually helps in reinforcing the market position of the brands. In other words, co-branding helps in creating a deeper impact and brand recall among the target customers. Therefore, a diverse portfolio of brands helps gain more traction and exposure than just one product. Risk and Resource Sharing: If both the brands are looking to expand their customer base, then the brands can leverage each other’s strengths to capture the target market, mitigating the risks with economies of scale. Sony and Ericsson co-branded various products ranging from the walkman to mobile devices.
2200 crores, reputed business conglomerate with diversified business interest in Beverages, Foods, Retail, Real Estate, Hospitality, Education and Institutions • R J corp. holds the distinction of being the largest franchise of PEPSI, PIZZA HUT, COSTA COFFEE In India. • Some other noticeable and strong brands managed by R J corp. are KFC, BECKS, DPS (Delhi Public Schools). • Team Cream bell has wide and in depth knowledge & understanding of Ice cream, Dairy and Dairy Products. • Cream bell is amongst the top 5 ice cream brands of INDIA. • Cream bell ice cream was formed in a technical • major “Candia” of France and the Jaipuria Group (R J Corp.).
Having a positive consumer-based brand equity can lead to long term revenues, greater margin profit and success in term of marketing communication. To develop successful strong brand equity, it involves several stages that have been assembled as a set of brand building blocks. The brand building blocks also aims to identifies areas of strength and weakness as well as to provide guidance to marketing activities. Professor Kevin Lane Keller introduced a pyramid model known as customer based brand equity model that focusing on understanding how customer felt, recognize, heard etc. on the particular brands based on their experiences using the brand over the time.