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4.
Illustration
Index
Illustration
1:
Porter
five
forces
model.................................................................................................6
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haul
infrastructure,
billing,
customer
care,
provisioning
computer
systems
and
Engineering
10:00
PM
them
about
our
intentions
pertaining
the
research
a
lot
were
making
excuses
and
left
If
customer
satisfaction
is
not
achieved,
the
business
would
not
survive
a
long
time.
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15.
15
Brand
imagery
is
an
intangible
property
of
the
brand
but
a
crucial
aspect.
Ten
years
ago
Burberry
had
high
brand
awareness
but
for
all
the
wrong
reasons.
Over
Burberrys
latest
evolution
to
present
day
they
have
worked
hard
to
divest
their
negative
associations
of
“chavs”
and
the
upper
class
and
put
all
efforts
into
strengthening
the
positives
and
repositioning
their
customer
base.
Keller
states
that
the
four
most
important
brand
judgements
are
comprised
of
quality,
credibility,
consideration
and
superiority.
Burberry
is
fulfilling
the
criteria
of
credibility
as
they
are
market
leaders
in
social
media
and
pioneering
the
digital
revolution.
Furthermore,
in
respect
of
superiority
Burberry
has
carved
many
unique
associations
into
consumer‟s
awareness
with
the
brand,
for
example
the
trench
coat
and
check.
Brand
Feelings
are
the
emotional
response
which
is
engendered
when
consumers
think
of
the
brand.
Again
this
is
a
crucial
aspect
as
if
the
feelings
are
negative,
the
brand
equity
is
eroded.
At
the
peak
of
the
pyramid
is
the
pinnacle
of
brand
equity,
the
resonance.
The
previous
items
are
all
required
to
reach
this.
If
any
are
missing
the
pyramid
fails.
The
resonance
is
the
amount
that
consumers
are
in
tune
with
the
brand,
the
way
they
connect
to
it;
if
they
are
connected
then
they
will
advocate
the
virtues
of
the
brand.
The
benefit
for
this
is
that
the
customers
will
return
and
generate
income
for
the
brand
on
a
repeat
basis.
Marketing
Assignment
Page
15
3.0
Situational
Analysis.................................................................................................................11
The
submission
deadline
for
the
assignment
is
Wednesday
26
th
Courses
¤
Marketing
assignment
6.

(Source:
Cross,
Belich
and
Rudelius,
2015)Threat
of
entry-
It
is
high
for
organisation
in
retail
market
of
United
Kingdom.
There
are
many
new
rival
firms
which
coming
under
this
market
which
create
trouble
for
Cooperative
group
in
the
nation
(Cross,
Belich
and
Rudelius,
2015).
They
reduce
the
profit
and
sales
of
firm
in
the
country.
It
can
create
issues
to
get
its
objectives
in
UK.

Industry
rivalry-
It
is
very
high
for
Cooperative
group
in
retail
market.
In
addition
to
this,
ASDA,
TESCO,
Mark
and
Spencer
use
different
strategies
like
providing
their
customers
with
discounts
and
special
offers
to
attract
consumers
in
the
market.
Organisation
has
to
make
these
type
of
plans
to
increase
its
sales
which
can
also
help
to
fulfil
its
objectives
in
United
Kingdom
(Crouch
and
Housden,
2012).

Threat
of
substitute-
It
is
higher
for
firm
in
retail
market.
Organisational
performance
and
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¤
Marketing
assignment
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4
Product
Pricing:
The
appropriate
price of the product has to be determined before introducing the product to the market. Assignment
Help Rated 4.9/5 based on 45636 customer reviews ¤ Assignment Help Services 100% found this
document useful, Mark this document as useful Download Now 32. Marketing Plan for Tesco Stores
(Malaysia) Sdn Bhd Page 32 of 45 Absolute costs High Medium Low High Medium Costs per
contact Low Medium Low High High Wastage High Medium High Low Low Size of investment
High Medium Low High Medium Control Ability to target particular audiences Medium High Low
Medium High Management’s ability to adjust the deployment of the tool as circumstances change
Medium High Low Medium High Source: Fill, C., (2002) Marketing Communications - Context,
Strategies and Applications 3 edition, FT Prentice Hall rd Variation in different digital marketing
tactics used. Marketing is among the most widely sought after disciplines of management. Several
students
across
the
world choose undergraduate and postgraduate programs in the field of marketing. Putting together a
well-reasoned research paper could take days, even weeks. With the time constraints of university
life, it is a prudent decision to entrust your marketing research paper to Strategic Marketing
Management Assignment Help at My Assignment Services. 2. Marketing Plan for Tesco Stores
(Malaysia) Sdn Bhd Page 2 of 45 1. Executive Summary This marketing plan is developed for Tesco
Stores (Malaysia) Sdn Bhd. Tesco that is the biggest retail chain of U.K. This marketing plan covers
various important topics that are significant to handle the marketing challenges posed by internal and
the
external environment. It discusses situational analysis in which organizational strategy, customers,
Porter’s five forces, SWOT analysis and marketing effectiveness has been described. In the objective
section of the marketing plan, mission, vision, corporate objectives and marketing objectives have
been discussed. In the part of marketing strategy, segmentation strategies, targeting and positioning
are
described. Marketing models sections describes the strategic alternatives, generic strategies,
competitive strategies and other key matters like innovation and branding. Marketing elements -
product, price, distribution channels and promotion will been explained. Marketing budget is also
presented in which staff requirement, resources, timing and marketing expense have been explained
in
detail. Implementation and control plan are also explained in the marketing plan, which includes key
performance
indicators. Apart from this, contingency plan is also considered as part of the marketing plan. The
business
goal outlines all those set goals that any organisation wishes to achieve over a while. Thus, with our
marketing management assignment services, students get an idea of how to formulate a
comprehensive business goal. 8. 8 3) Counterfeiting Threat: The three companies have been suffering
and
fighting against the counterfeiting. It has become one of the principal issues that the three companies
have
decided fight (Wilkinson & Grist, 2006) 1.4.4 Points-of-difference One of the key branding
strategies
is
to
ensure that the customer is able to differentiate Burberry from others within the same category. The
comparative differences are: 1) “British” Throughout its existence Burberry has created an image of
a
pure British luxury brand. This is reflected in not only their designs and product ranges, but also their
marketing and branding strategies. The brand campaigns have also projected the British ethos
through the selection of brand ambassadors "Burberry has selected a different young face each
season to continue the brand's rejuvenation. “While the face might have changed the story has
remained the same. These are all British girls" (Riston, 2011). This has helped Burberry in
differentiating themselves from their Latin peers. Moreover, it allows the brand to be accepted and
recognised in the emerging markets. For example, in China they aspire to own the quality of the
British brand. 2) The "Trench Coat", a Unique Product As indicated by the CEO Angela Ahrendts in
2011 "We were born from the coat and as you look across all our luxury peers, none of them were".
Burberry
is
the
only company with unique and iconic product call the "Trench Coat" (Zeitgeistminds, 2011) 3) The
Luxury Brand is an IT Pioneer Burberry is one of the pioneers in the implementation of Information
Technology. As the Burberry CEO, indicated at the World Retail Congress 2010 (Burberry, 2010)
"The more connected we are, the greater is the trust, and the greater is the trust, the stronger is the
energy and the stronger is the energy, the more we will continue to achieve". The utilisation of
technology as a mean to optimise working methods and customer relation is one of the priorities of
the
brand.
4) Blend of Function and Fashion One distinction Burberry has created from other luxury brands is
that
their
products are not only fashionable but also functional. Burberrys products are born from gabardine -
a
practical and waterproof fabric. 5) Luxurious but Accessible Burberry, because of its founder‟s
origins has always positioned itself as a “Democratic luxury brand”. Unlike its continental peers who
have
positioned themselves as a brand for a “few”. 1.5 Burberry's Brand Equity It could be argued that
Burberry
has
been building its brand equity since 1856. However, 1998 was the company‟s nadir where the
company‟s profits dwindled from £65m to £27m. Finch and May (1998) described it as “an outdated
model
with
a
fashion cachet of almost zero.” Furthermore, the perception of the consumer brand awareness was
high
and
the
image was low due to the brand “appealing only to the hunting, shooting and fishing set”
(Anonymous, 2002) and “the chav” (Bothwell, 2005). Marketing Assignment Page 8 5. a conclusion
on
possible corrections and the direction in which they should be carried out, identifying possibilities
for
enhancing and highlighting the positive side of this communication types. The social goal is to define
an
adequate form of market marketing approach as the challenge of modern business systems and
digital
media
as
channels of communication of modern society. In this way, the significance of digital
communications and the possibilities of their use to improve business, regardless of the
characteristics of business systems, is reflected. Research is conceived as a transversal (cross-
sectional study) that is organized for descriptive phenomena (use of digital media within marketing
activities) in business systems of different characteristics (size, business scope, length and business
level). The research should analyze the relationship between the variables, in order to ascertain their
conditionality and correlation. The business systems involved are grouped in relation to their
characteristics. Common features and characteristics of the system are included in the sample.
Thereafter, joint markings have been established, both in terms of representation and use of digital
communications, as well as in assessing the quality and purpose of their use. Research significance is
multiple. It is necessary to give an immediate picture of the representation of digital communications
in
organizations. Regardless of the situation in the environment and the characteristics of the business
system, it is essential to realize marketing activities on the Internet. From this follows the significance
of
the
research
that
is
to
invade digital communication in the direction of those instruments that provide the most efficient,
most
economical and profit-oriented result of the organization from a marketing point of view. This
approach needs to be a guide to modernizing business, which is necessary to implement trends and
innovations, as well as continuous development and improvement. By dividing the results of
research, theoretical and practical experiences, the current picture of marketing activities on the
Internet will be gained, as well as the possibilities of enhancing and presenting the changes that are
necessary to achieve business success. The practical significance of the research
haul
infrastructure,
billing,
customer
care,
provisioning
computer
systems
and
17.
People
People
are
an
essential
ingredient
in
service
provision;
recruiting
and
training
the
right
staff
is
required
to
create
a
competitive
advantage.
Customers
make
judgments
about
service
provision
and
delivery
based
on
the
people
representing
your
organization.
This
is
because
people
are
one
of
the
few
elements
of
the
service
that
customers
can
see
and
interact
with.
The
praise
received
by
the
volunteers
(games
makers)
for
the
London
2012
Olympics
and
Paralympics
demonstrates
the
powerful
effect
people
can
create
during
service
delivery.
Staff
requires
appropriate
interpersonal
skills,
attitude,
and
service
knowledge
in
order
to
deliver
a
quality
service.
In
the
UK
many
organizations
apply
for
the
"Investors
in
People"
Accreditation
to
demonstrate
that
they
train
their
staff
to
prescribed
standards
and
best
practices.
Process
This
element
of
the
marketing
mix
looks
at
the
systems
used
to
deliver
the
service.
Imagine
you
walk
into
Burger
King
and
order
a
Whopper
Meal
and
you
get
it
delivered
within
2
minutes.
What
was
the
process
that
allowed
you
to
obtain
an
efficient
service
delivery?
Banks
that
send
out
Credit
Cards
automatically
when
their
customer‟s
old
one
has
expired
again
require
an
efficient
process
to
identify
expiry
dates
and
renewal.
An
efficient
service
that
replaces
old
credit
cards
will
foster
Science
and
Maths
2.
2
Business
Success
–
Financial
Strength.
The
company
delivers
steady
growth
in
market
share,
sales
and
profit.
Financial
strength
benefits
employees,
stockholders
and
communities
worldwide.
Planning
&
Measuring
–
To
understand
and
improve.
The
company
focuses
on
integrated
planning
throughout
the
organization
to
align
its
strategies.
The
company
gains
insights
into
its
successes
and
challenges
by
measuring
and
evaluating
the
results
of
its
actions.
Decision-
Making
–
At
the
most
effective
level.
The
company
makes
timely,
informed,
criteria-
based
decisions
aligned
with
its
business
goals.
The
company’s
decisions
are
made
with
personal
commitment,
ownership
and
accountability.
Personal
Excellence
–
Strong
organizations
rely
on
strong
individuals.
Therefore,
the
company
is
responsible
to
do
its
personal
best
for
its
co-
workers,
and
the
company.
Personal
excellence
is
built
on
a
high
level
of
skills,
knowledge,
self-
awareness,
self-
motivation,
and
respectful
intentions
toward
all.
Leadership
–
At
every
level.
The
company
develops
leaders
that
demonstrate
a
high
level
of
competence,
generate
trust
and
bring
out
the
best
in
themselves
and
those
around
them.
Partnerships
–
Success
for
all.
The
company
collaborates
with
its
partners
for
mutual
benefit.
The
company’s
relationships
are
based
on
respect,
honesty,
openness,
reliability
and
trust.
Vibrant
Workplace
–
A
place
where
you
can
make
a
difference
in
the
world.
The
company
creates
and
maintains
a
culture
that
fosters
teamwork,
fun,
personal
growth,
career
paths,
financial
rewards
and
a
healthy
work-
life
balance.
Shared
Ownership
–
Thinking
and
acting
like
owners.
The
company
meets
its
commitments
and
appreciate
the
contributions
of
each
employee.
The
company
believes
that
its
employees
are
stewards
of
its
collective
resources.
Everyone
shares
equitably
in
our
successes.
World
Benefit
–
Creating
positive
change.
The
company
believes
that
it
is
a
force
for
good
in
the
world.
It
celebrates
and
supports
the
power
of
businesses
and
individuals
to
bring
about
positive
changes,
locally
and
globally.
06:00
PM
Show
submenu
for
"Read"
section
You
have
taken
great
effort
to
go
through
the
process
of
‘marketing
management’
and
learned
how
to
develop
market
strategy
and
create
value
for
the
consumers.
In
the
end
your
assignment
no
is
to
‘Communicate
Customer
Value’
by
developing
a
promotional
campaign.
For
this
you
are
required
to
develop
an
Integrated
Marketing
Communication
for
your
brand
in
term
project.
2.1
Segmenting........................................................................................................................8
12.
12
"Retail
Theatre"
is
a
significant
source
of
promotion
and
sales
for
the
brand.
This
concept
was
initaiated
by
Burberry.
It
allows
the
live
streaming
of
runway
shows
directly
to
flagships
stores
globally.
Customers
watch
the
show
in
real
time,
they
can
buy
products
from
the
collection
on
Ipads
an
they
are
able
to
purchase
the
product
several
months
before
the
items
are
available
in
store,
this
gives
a
cachet
of
exclusivity.
It
is
modern
way
of
selling
the
product.
The
experience
is
exiting
and
unique.
The
customer
feels
like
being
part
of
the
life
of
the
brand.
Several
events
have
been
designed
by
the
brand
to
transmit
customer's
experience
as
it
is
one
of
priorities
of
the
brand
"The
experience
would
be
that
the
customer
will
be
total
access
to
Burberry
across
any
device,
anywhere
and
they
would
get
exactly
the
same
feeling
of
the
brand"
(Saleforce,
2011).
ArtofTrench.com
Burberry
created
its
own
version
of
Facebook for its iconic product: In ArtofTrench.com customers are able to upload their pictures
wearing the "Trench Coat". According to the (Burberry, 2010-2011) "The Group‟s own social media
site, artofthetrench.com, continued to inspire people around the world and across generations to
share their experiences of the iconic trench coat”, the site had received more than 11 million page
views since its launch in November 2009"(Zeitgeistminds, 2011) ArtofTrench.com allows the social
community to interact with the product and contribute to the brand image. This is an excellent tool
for
brand
promotion
without expending significant capital. Marketing Assignment Page 12 without even hearing the
whole aims and objectives the study is trying to carry out. 04:00 PM M ass communication is a
process
through
which a message is widely circulated among the persons who are far and away from the source.
Bas... 13. 13 Acoustic Campaign This is a collaborative "Site featuring music and videos from
emerging British artists" (Ahrendts, 2011). Groups promote their songs and the image of the brand is
associated with art and inspiration. Burberry acoustic campaign strategy is to sell the brand in a
democratic manner and target the "younger millennial customer"(Bailey, 2011) Feelings One of the
values for Burberry is to communicate feelings to customers. It allows to creates an intimate
connection between the brand and the customer's identity. When the brand creates emotions, the
customer
buys the product to prove his engagement with the brand. For example, Burberry created a specific
song untitled "The Feeling" for the promotion of its last fragrance. (Burberry, 2010-2011) Ensuring a
quality
customer
relationship management (CRM) service is critical for a brand positioned within the luxury niche.
The
fact that the Trench coat is virtually indestructible may seem a poor concept of product life cycle
application, furthermore, Burberry are still selling buttons and accessories to those who have bought
“vintage” coats. However negative this may seem from a financial perspective, supporting these
customers
has
enhanced the brand awareness and built up brand equity. This forward thinking approach has
generated new customers, who may be small scale but are now firm advocates of the brand who
aspire to purchase full cost items and more importantly will espouse the virtues of this superior
customer
service
and
thus the brand as a whole (Lilibeau, 2010) Burberry has also worked effectively on its After-Sales
Service. It has implemented global repair centres and an International Return Policy ensuring a
personalised experience at every interaction with the brand. Burberry re-segmented their target
market
focusing "on the younger millennial customer" (Bailey, 2011) Jobber states “the focus was to
emphasize the new credentials of the brand without casting of its roots”. “Bravo has said that the
famous picture of supermodel Kate Moss in a Burberry check bra cut the average age of Burberry's
customer
by
some 30 years.” (Carayol, 2005). By executing this Marketing Assignment Page 13 0% found this
document useful (0 votes) Books We conducted a questionnaire-based method on our research, with
aims of being aware of the kind of satisfaction customers receive from their mobile network
providers. Different aspects were looked at from tangibility, the level of reliability, how they
respond, their assurance level and not forgetting empathy towards customers. 2000+ Ph.D Experts
(MKT501) 6. 1. Marketing is about providing benefits not products/services. 2. The benefit LM Ltd
products
offer to their target market. 3. The importance of continuous research to meet consumer needs. 4.
The
importance of understanding competitors and competitor products. 5. The importance of
understanding the industry and industry trends. 6. The importance of managing differentiation and
positioning. 7. The importance of after sales services in the computer industry. Market and Marketing
Research Answers Read about Market and Marketing Research here Having just talked to the
management team about why marketing is important, you know what to conduct some secondary
research into the computer industry and primary research into consumers’ needs, views and wants.
Exercise: Using the internet find some secondary information on the computer industry within your
country or a country of your choice. See if you can find two pieces of information: 1. Market share
of
computer
manufacturers within your country. 2. The value of the computer industry within your country. A)
Having found this information, list why you think it is important for LM Ltd to have both sets of
data? Primary Research Your company needs to find out more about the potential of computer users.
B) What primary research methods are appropriate to find out about the needs of computer users?
What
are
the
advantages and disadvantages of each? These are the last functions of Marketing Management. It is
to
be
ensured by the company that all defined objectives are fulfilled or not. The plan should be
appropriate
to
the
expectations. bill for services. However, a Mobile network services can outsource any of these You
don't have any books yet. 13. Differentiating via branding and features in this market is not enough.
You
must also be able to make sure that the customer has some form of good quality after care service in
the
form of warranties, technical back up line and so on. This sometimes is the selling point for many
people. Good after sales service usually encourages good word of mouth, creating a good reputation
for
the
organization.
Total Product Concepts 2. The company will have to start thinking about replacement models soon
after launch, possibly growth stage. In this fast moving market of personal computers where the
average lifecycle is about six months, the company will have to launch replacement models at the
decline stage so they can see a smooth transmission of one lifecycle to another. Marketing Exercise
Marketing
Mix Exercise Two: Pricing Strategies. Arts & Humanities When students study the subject of
marketing
management, the fundamental step that needs to be focused upon is to have a command over the
marketing
management functions that take place within that organisation. 5 Development and Expansion of a
Product of the Market: Show submenu for "Learn" section 11. Marketing Plan for Tesco Stores
(Malaysia) Sdn Bhd Page 11 of 45 responsibility before a society and to operate by which society is
benefitted as a whole. With the basic social question threatens sellers of food stuffs were the
environmental problems and one of key areas for the companies to operate in socially responsible
with
maintenance of its reputation. Therefore, accepting this tendency within the limits of wide ethical
positions, to corporate social responsibility of company Tesco concerns ways in which the
organizations
exceeds the minimal obligations to the interested sides specified by means of regulation and
corporate management. In 2010, the government plans to start new strategy of stable consumption
and
manufacture to reduce waste, to reduce consumption of resources and to reduce to a minimum
damage to an environment. Legal Factors Various legislations government policies also render direct
influence on Tesco performance. For example, food retailing commission (FRC) has offered Code of
practice should be created, prohibiting many of existing practice, such as demanding payments from
suppliers and variation in the coordinated prices retrospectively or without notice. Availability of
powerful
competitors with known brands creates threat of intensive price wars and strong requirements to
differentiation of production. (Kotler, 2008) Government policy on monopoly of management and
decrease in power consumption of buyers can limit an input in this sector from such control, as
license requirements and restrictions on access to raw material. Though the prices are lowered on the
advertised goods, the prices in other shops rise to compensate. (Lancaster.G,Reynolds.P 2005) 3a.
Customer Analysis (markets, segmentation, targeting and positioning, branding) Marketing strategy
Marketing
management
is
that
segment
of
management
that
deals
with
the
process
of
advertising,
promotion,
developing
market
strategies
for
products
etc.
in
order
to
reach
the
desired
market
population.
Management
assignments
are
interesting
but
often
require
great
deal
of
research
on
a
vast
multitude
of
topics,
thus
making
them
time
consuming
and
tiring.
Students’
these…
Books
Marketing
Management
Marketing
Management
Save
30.
R
eports
of
interviews
General
Issues
P
rice
changes
S
ervice
changes
N ew logos E xport success C onferences/seminars/exhibitions A nniversaries of significant events
Production Issues Financial Issues P roductivity achievements E mployment changes C apital
investments F inancial statements A cquisitions S ales/profit achievements Diagram 4: An
Organisation and its Publics Sponsorship Supporting a special event or cause whether financially or
materially (such as computers for schools given by Tesco) is called Sponsorship. Sponsorship
opportunities include Arts, Charities & causes, Education, Media, Sports and more! The five key
principles of sponsorship are: 1. Gaining publicity 2. Creating entertainment opportunities 3.
Fostering favourable brand and company associations 4. Improving Community relations 5. Creating
promotional opportunities Marketing Plan for Tesco Stores (Malaysia) Sdn Bhd Page 30 of 45 Save
Marketing
Management
Assignment 1 For Later 4. 4 inconsistent with equity. This extra charge can turn a bargain into a rip-
off. Also, since 9/11, trade relations have been adversely affected between the USA and some other
countries. Government stability – the company should thoroughly investigate the political stability of
any country they plan to export coffee from. Changes in government can lead to changes in taxation
and
legislation. Economical Global economic crisis – global economic crisis significantly effects
businesses all around the world which may also effect the company’s business in the future. Sluggish
recovery in the economy has been negatively affecting consumer demand for specialist coffee chains
and
therefore slowed down their growth. Exchange rates – exchange rates differences between countries
where Green Mountain Coffee Roasters exports its raw materials and sells its products can affect the
company’s profit level. Social Decrease spending on non-essential products - consumers were seen to
be curbing their spending on what was considered non-essential and extravagant by them. Coffee
may be seen as a non-essential product to purchase by some people which may decrease the market
value. Increase attention to environmental friendly products – consumers have significant attention
to
environmental friendly products as well as having attention to products that are sourced ethically. It
has been noticed that coffee drinkers prefer local coffee shops over international chains for their daily
dose of coffee because of the more close and friendly environment in these boutique coffee shops.
Recent times have seen the emergence of superior kinds of artisan coffees being offered by niche
independent companies; this has resulted in more knowledge about coffee leading to more quality-
aware consumers. This has led to even companies who do not have a strong base in coffees to offer
better quality of the brew at competitive rates. Online sales – online sales are on the rise among the
consumers in the world. Technological You don't have any books yet. After division and evaluation
of
the
market
segments, the next step targeting is very important. This is because a company only has limited
amount of resources therefore has to decide which and how many segments to venture into. Each
smaller segment is different and Godiva Chocolate Company needs to work on these differences to
best position itself in the consumer’s market. Positioning simply means to find a stand in the heart
and
mind of every targeted consumer. It is also express as differentiating the competitive advantages in
the
smaller segments, by choosing the right advantage that would benefit the company which to build a
position in the consumer’s market. For instance, the teenagers- students segment and the Children
segment
each has their own unique differences between them. Therefore the smaller segments that Godiva
Gems would be targeting are the young working adult couples and the large families with children.
Teenagers – Students Segment 3.2 TOWS
Matrix......................................................................................................................12 17. People
People are an essential ingredient in service provision; recruiting and training the right staff is
required to create a competitive advantage. Customers make judgments about service provision and
delivery based on the people representing your organization. This is because people are one of the
few elements of the service that customers can see and interact with. The praise received by the
volunteers (games makers) for the London 2012 Olympics and Paralympics demonstrates the
powerful effect people can create during service delivery. Staff requires appropriate interpersonal
skills, attitude, and service knowledge in order to deliver a quality service. In the UK many
organizations apply for the "Investors in People" Accreditation to demonstrate that they train their
staff to prescribed standards and best practices. Process This element of the marketing mix looks at
the
systems used to deliver the service. Imagine you walk into Burger King and order a Whopper Meal
and
you get it delivered within 2 minutes. What was the process that allowed you to obtain an efficient
service delivery? Banks that send out Credit Cards automatically when their customer‟s old one has
expired again require an efficient process to identify expiry dates and renewal. An efficient service
that
replaces old credit cards will foster Steps in Developing Effective Communication: Organization
should have a best laid down communication network that will make it efficient i... certain issues,
especially when one is required to be honest about their feelings. Even 11:59 PM Promotion: This
part of marketing consists of promotional activities such as advertising, branding, and public
relations. Personality means a sum of total characteristics of a person which can be good or bad.
Usually, People are attracted by a person who has go... You don't have any Studylists yet. Foremost,
I would introduce the 4 different types of segmentation of the consumer’s market; in the situation of
Godiva gems the demographic segmentation seems to be the best choice to segment the market. ©
Copyright 2010 - 2024 Assignment Help by My Assignment Services. All Rights Reserved. 12. The
company may want to offer some form of service differentiation. Computers can be quite similar
whether it is from one manufacturer or another. LM Ltd could differentiate themselves by offering
good customer and after sales service. By positioning themselves within a particular field is another
option e.g. develops a name and identity within the corporate or consumer market. Product
Strategies Answers Marketing Mix Exercise One: Product Strategies. As the marketing manager, you
know the product (s) has to be right. The PC industry is competitive, lifecycles are short, and the
marketing mix ingredients have to be correct. Looking at the points covered in products: 1. Apply
Kotlers theory of benefits to the computers LM Ltd wish to sell. What benefits are consumers really
getting from purchasing one of LM Ltds PC‟s? What particular product decisions are important in
the
product planning process? 2. Draw a product lifecycle for one of LM Ltd computers and show at
what point the firm will re-invent or update the product. Answers Core Benefit: The core benefit
offered to consumers depends much on what their primary need is. Purchasing a computer can have
the
benefit of „need for speed‟, as a communication device over the net, or an entertainment device for
playing games or watching movies or as a work or educational machine. Total product: One way for
the
company to differentiate the product is via branding, packaging, designing the product and by
promoting the variety of features the product offers. Augmented product Get marketing management
assignment help from US and Australian writer. We assure you that you will get assignment help
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T
he
objectives
of
business
communication
is
wide
and
large.
Communication
is
one
of
the
most
useful
tool
for
a
business.
Information,
Orde...
3.4
Porter’s
5
Forces..................................................................................................................13
Add
Books
02:00
PM
marketing,
customer
care
and
engineering
organizations
needed
to
sell,
deliver
and
24.
24
3.3
Strategic
plan
4
WORKS
CITED
Ahrendts,
A.
(2011)
'Chief
executive
officer‟s
letter',
in
PLC,
B.G.
(ed.)
Annual
Report.
Anon
(2008)
The
luxury
brand
with
a
chequered
past,
Burberry's
shaken
off
its
chav
image
to
become
the
fashionistas'
favourite
once
more,
2
Jun,
[Online],
Available:
www.dailymail.co.uk/
femail/
article-
1023460/
Burberrys-
shaken-
chav-
ima
[20
Nov
2011].
Anonymous
(2002)
GREAT
BRITISH
BRANDS:
Burberry
-
Fashionable
from
the
1920s
through
to
the
1960s,
Burberry
declined
with
deferential
society
but
is
now
reborn,
1
Aug,
[Online],
Available:
http:/
/
www.marketingmagazine.co.uk/
news/
154758/
[15
Nov
2011].
Anonymous
(2004)
'Louis
Vuitton
Kicks
off
Its
150th
Anniversary
by
Opening
Its
Largest
Store,
on
New
York's
Fifth
Avenue',
Business
Wire,
Feb
,
p.
1.
Anonymous
(2010)
Difference
between
Gucci
and
Louis
Vuitton,
[Online],
Available:
http:/
/
recomparison.com/
comparisons/
101459/
gucci-
vs-
louis-
vuitton/
[9
Nov
2011].
Anonymous
(2011)
'China's
VIPStore
Expands
Luxury
Brand
Portfolio',
PR
Newswire,
Aug,
p.
1.
Anonymous
(2011)
'History
Lesson',
WWD,
vol.
201,
no.
38,
Feb
,
p.
2.
Atsmon
Y,
D.J.D.V.M.I.
(2009)
'The
Coming
Age,
China's
new
class
of
wealth
consumer',
Insight
China
by
McKinsey&Company,
May,
p.
32,
Available:
http:/
/
www.mckinsey.com/
locations/
greaterchina/
mckonchina/
reports/
mcKinsey_wealthy_consumer_
report.pdf
[17
Nov
2011].
Ayling,
J.
(2011)
What
next
for
Burberry?,
27
May,
[Online],
Available:
http:/
/
www.just-
style.com/
the-
just-
style-
blog/
what-
next-
for-
burberry_id1976.aspx
[19
Nov
2011].
Bailey,
C.
(2011)
'Women
at
the
top'.
Berry,
L.L.
(2006)
'On
Great
Service,
A
Framework
for
Action',
New
York:
Free
Press,
vol.
1,
no.
2006,
Mar,
pp.
87-
90.
Bockstette,
V.
and
Stamp,
M.
(2011)
Creating
Shared
Value:
A
How-
to
Guide
for
the
New
Corporate
(R)evolution,
16
September,
[Online].
Marketing
Assignment
Page
24
0%
found
this
document
useful,
Mark
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as
useful
Subject
10:00
AM
Recent
LONDON
SCHOOL
OF
COMMERCE
COLOMBO
CAMPUS
SRI
LANKA
MBA
FOR
EXECUTIVES
MODULE
ASSIGNMENT:
Marketing
Management
MM
Student
Name:
D
Kushan
Ravindu
Lakshitha
Student
Registration
No.:
A0006CBECBE0317
Module
Lecturer:
Anand
Walser
Module
Tutor:
Ms.
Nilusha
Gallage
Date
Submitted:
10th
August
2017
Total
Word
Count:
4420
(Excluding
graphs,
tables,
Executive
summary,
Table
of
Contents,
List
of
Figures
&
Tables,
List
of
Abbreviations,
References
and
Appendices)
i
Table
of
Contents
List
of
Figures..........................................................................................................................................
List
of
Tables............................................................................................................................................
Executive
Summary.................................................................................................................................
1
Introduction........................................................................................................................................
2
Product
Strategy.................................................................................................................................
2
Identification
of
Product.................................................................................................................
2.1
Product
Levels.........................................................................................................................
2
Product
Decisions...........................................................................................................................
2
Product
Strategy...........................................................................................................................
2.3
Boston
Consultation
Group
Matrix.......................................................................................
3
Pricing
Strategy................................................................................................................................
3
Identification
of
price...................................................................................................................
3.1
Pricing
Objective...................................................................................................................
3.1
International
Pricing
Strategy................................................................................................
3
Pricing
Process.............................................................................................................................
3
Pricing
Strategy............................................................................................................................
4
Promotional
Strategy........................................................................................................................
4
Promotional
Objectives................................................................................................................
4.1
Promotional
Strategy.............................................................................................................
4
Identification
of
Promotion..........................................................................................................
4
Communication
Process...............................................................................................................
4
Campaign......................................................................................................................................
5
Brand
Strategy..................................................................................................................................
5
Identification
of
Brand.................................................................................................................
5
Branding.......................................................................................................................................
5
Successful
Brand..........................................................................................................................
8
Conclusion........................................................................................................................................
References..............................................................................................................................................
Bibliography...........................................................................................................................................
Appendices.............................................................................................................................................
Appendix
A........................................................................................................................................
ii
Executive
Summary
The
world
of
business
has
been
increasingly
complex
and
competitive
due
to
the
advancements
of
technology
and
globalization.
Thus,
Multinational
corporations
play
a
huge
role
in
today’s
business
context
by
being
the
business
giants
in
the
industry.
Yoke
Food
Industries
is
a
Malaysian
based
Multinational
Corporation,
which
provides
various
drinks
such
as
energy
drink,
coffee,
herbal
tea
and
fruit
juice.
The
company
owns
“Day
Day”
brand,
which
falls
under
refreshment
beverage
category
since
it
provides
seven
exciting
varieties
of
fruit
juice
flavors.
The
main
purpose
of
the
report
is
to
create
a
report
to
the
management
including
the
marketing
plan,
focusing
on
the
launching
of
“Day
Day”
brand
to
the
Sri
Lankan
market.
Thus,
the
report
consists
with
four
chapters,
mainly
spotlight
on
‘Product,
Price,
Promotion
and
Brand
strategies.
The
in-
depth
analysis
has
been
conducted
in
terms
of
“Day
Day”
fruit
juice
product
strategy,
price
strategy,
promotional
strategy
and
brand
strategy
in
accordance
with
Sri
Lankan
market.
The
secondary
research
has
been
conducted
utilizing
books,
journal
articles,
and
valid
websites
to
gather
information.
Key
findings
and
recommendations
of
this
report
are
as
follows.

“Day
Day”
brand
has
strong
brand
name
in
the
Malaysian
market.
Therefore,
launching
“Day
Day”
brand
to
Sri
Lankan
market
can
be
defined
as
an
excellent
decision
and
an
effective
business
expansion
method
since
there
is
relatively
low
fruit
juice
products
available
in
the
Sri
Lankan
market
and
increasing
demand
for
healthier
lifestyles.

The
standard
band
name
and
logo
will
be
utilized
in
the
Sri
Lankan
market
in
order
to
maintain
uniqueness
of
the
brand
and
as
well
as
the
reputation.

The
manufacturing
operations
will
be
done
in
Malaysia,
to
secure
the
product
quality,
and
labeling
and
packaging
should
be
adopted
in
accordance
with
the
Sri
Lankan
market.

The
high
value
pricing
strategy
will
be
utilized
to
provide
high
quality
products
for
medium
price.
The
price
of
“Day
Day”
fruit
drink
can
is
decided
as
Rs.
150
in
Sri
local
market.

Strong
promotional
campaigns
should
be
implemented
through
social
media,
TV
advertisements
and
posters
in
order
to
improve
brand
awareness
in
the
Sri
Lankan
market.

Benefit
Focused
positioning
statements
has
been
designed
to
aware
customers
about
the
benefits
of
the
product.
iv
1
Introduction
Yoke
food
Industries
Sdn.
Bhd
is
a
Malaysian
based
FMCG
multinational
corporation
started
its
business
operations
in
2013
(Yokefood,
2017).
The
company
has
variety
of
business
operations
in
terms
of
providing
all
kind
of
Asian
drinks
such
as
energy
drink,
coffee,
herbal
tea
and
fruit
juice
to
the
European
markets.
‘Day
Day’,
‘Juice
Secret’,
‘Uniflex’,
and
‘Sosoy’ can
be
identified
as
the
major
brands
of
the
Yoke
Food
Industries
(Yokefood,
2017).
The
huge
production
line,
in
which
provides
the
total
production
capacity
of
75000
cans
per
hour
can
be
defined
as
the
major
strength
of
the
company
(Yokefood,
2017).
In
addition,
Yoke
Food
industries
has
obtained
and
awarded
HACCP
(Hazard
Analysis
and
Critical
Control
Point)
and
US-
FDA
(Food
and
Drug
Administration)
certifications,
in
which
secure
the
quality
of
the
products
(Yokefood,
2017).
“Day
Day”
can
be
defined
as
a
brand
which
includes
in
to
refreshment
beverage
category
since
it
provides
seven
exciting
varieties
of
fruit
juice
flavors
such
as
Apple,
Orange,
Watermelon,
Chrysanthemum,
Lychee,
and
Soursop
(Yokefood,
2017).
“Day
Day”
fruit
drinks
have
been
popularized
as
a
quality
fruit
drink
since
it
made
out
from
real
fruit
juices,
fortified
with
vitamins
without
the
preservatives.
The
main
aim
of
the
brand
is
to
offer
consumers
with
a
variety
of
choices
while
providing
refreshing
experience
for
their
mind,
body
and
soul
(Yokefood,
2017). The
target
market
of
the
brand
can
be
identified
as
a
broad
market
in
which
caters
to
kids,
youth
and
adults
of
all
genders
since
it’s
a
refreshment
product.
The
report
includes
four
chapters;
the
first
chapter
will
elaborate
on
product
strategy
of
“Day
Day”,
while
mainly
highlighting
the
product
levels
and
product
decisions.
The
second
chapter
comprehensively
explains
the
pricing
strategy
of
the
selected
brand.
The
third
chapter
will
elaborate
on
promotional
strategy,
while
mainly
highlighting
on
identification
of
promotions
and
communication
process.
The
final
chapter
comprehensively
explains
the
branding
aspect
of
“Day
Day”
fruit
juices.
Author
has
conducted
a
secondary
research
and
referred
to
books,
journals
and
valid
websites
in
order
to
gather
information
and
statistics
to
make
the
report
effective.
The
following
assumptions
and
limitations
have
been
made
for
the
effectiveness
of
the
report.

All
seven
varieties
of
“Day
Day”
brand
have
been
chosen
to
introduce
to
the
Sri
Lankan
market.
1
Figure
2
-
"Day
Day"
Brand
Source:
(Yokefood,
2017)
“Day
Day”
products
can
be
further
categorized
as
a
replacement
product
since
it
can
cater
to
consumers
as
an
alternative
to
soft
drinks,
tea
and
other
fruit
juice
brands.
Figure
2
-
Product
Types
Source:
Author’s
work
based
on
(Kotler
and
Armstrong,
2008)
2.1
Product
Levels
According
to
Kotler
(2012),
every
product
has
an
abstract
value
except
to
its
tangible
value.
Five
product
levels
are
associated
with
the
product
value
which
will
lead
to
customer
satisfaction
when
the
specified
value
is
identical
or
higher
than
the
expected
value.
The
following
table
elaborates
on
product
levels
in
terms
of
“Day
Day”
products.
Table
2
-
Product
Levels
Product
level
Core
Product
Description
This
level
understands
the
real
motive
behind
the
product;
it’s
rather
a
physiological
factor
that
needs
to
be
satisfied.
In
terms
of
“Day
Day”
brand,
the
main
purpose
is
to
offer
a
Fruit
Juice
can
as
a
refreshment
beverage
to
quench
the
thirst
and
further
for
the
betterment
of
healthier
life.
3
Basic
Product
Expected
Product
Augmented
Product
Potential
Product
This
level
highlights
the
qualities
of
the
product,
physical
product
with
very
basic
concept.
High
quality,
fresh,
aroma
and
strong
blend
Can
of
Fruit
juice
drink
in
exciting
seven
different
flavors
can
be
identified
as
competitive
qualities
of
the
product.
This
stage
highlights
what
the
consumer
expects
when
they
purchase
the
product,
attributes
or
characteristics
of
the
product.
In
terms
of
“DayDay
products”,
consumer
expects
a
can
of
fruit
juice
drink
to
rejuvenating
the
soul
with
the
right
taste,
sweetness
and
right
temperature.
This
level
highlights
the
attributes
of
the
product
that
will
provide
competitive
edge.
“Day
Day”
product
are
made
out
from
real
fruit
juices,
fortified
with
vitamins
without
the
preservatives.
In
addition,
Fruit
juice
products
with
seven
varieties
of
flavors
can
be
identified
as
a
competitive
edge
to
the
company.
This
level
highlights
the
future
improvement
area
of
the
product.
Introduce
more
new
flavors
such
as
Lime,
Pineapple
etc
and
enhance
the
product
in
terms
of
rich
taste,
healthier
and
value
for
money
can
be
identified
as
the
areas
for
future
improvement.
Source:
Author’s
work
based
on
(Kotler,
2012)
2
Product
Decisions
Products
decisions
are
very
vital
in
order
to
decide
on
to
what
extent
the
product
should
be
standardized
and
adopted
to
match
the
expectations
of
foreign
market.
Yoke
Food
Industries
should
utilize
both
the
standardization
and
adaptation
methods
in
terms
of
various
activities.
The
company
will
use
the
standardized
production
method
for
all
manufacturing
operations
will
be
done
in
Malaysia.
Furthermore,
in
terms
of
quality,
aroma
and
flavor,
the
Company
should
focus
on
standardized
products
to
maintain
the
quality
and
consistency
of
the
“Day
Day”
brand
experience.
Also,
standardized
brand
name
and
logo
should
be
utilized
to
manage
unique
brand
behavior.
However,
labeling
and
packaging
procedure
should
be
adopted
according
to
the
Sri
Lankan
market
because
English
literacy
rate
among
the
population
is
way
below
in
Sri
Lanka.
Therefore,
packaging
and
labeling
information
such
as
manufacturing
date,
expiry
date
and
should
be
printed
in
both
Sinhala
and
English
languages
as
well.
The
ingredients
should
be
printed
in
English
in
order
to
manage
the
design
interface
of
the
can.
Moreover,
Local
hotline
number
should
be
invented
to
obtain
customer
inquiries/
complaints
in
terms
of
product
support
services.
Brand
Name
and
Image
-
“Day
Day”
Fruit
juice
cans
4
differentiated
from
rest
of
the
products
because
unlike
other
soft/
energy/
nutritional
drinks
in
the
market
which
is
focused
on
taste
only,
“Day
Day”
products
are
blend
of
fresh
juice,
good
taste
and
good
nutrition
(Yokefood,
2017).
Even
if
diverse
beverages
exist
as
substitutes
in
SL,
“Day
Day”
will
encourage
impulse
buying
where
customers
can
grab
these
treats
to
quench
their
thirst.
Thus,
differentiation
strategy
enhances
brand
awareness
and
loyalty.
2.3
Boston
Consultation
Group
Matrix
A
portfolio
analysis
tool
that
involving
classifying
businesses
according
to
the
market
share
and
market
growth
rate
(Masterson,
Pickton,
2010).
Figure
2
-
Boston
Consultation
Group
Matrix
Source:
(Masterson,
Pickton,
2010)
“Day
Day”
Products
initially
belongs
to
the
question
mark
category
due
to
low
market
share
and
high
market
growth.
Therefore,
Yoke
Food
Industries
have
to
perform
effective
marketing
campaigns
in
order
to
improve
brand
awareness
to
obtain
market
share.
Moreover,
the
aim
should
be
to
improve
its
business
in
to
the
star
position,
but
it
can
be
either
cow
as
well
due
to
the
complexity
of
the
business
markets.
6
3
Pricing
Strategy
Price
can
be
defined
as
the
monetary
substance
that
the
customers
must
pay
in
order
to
purchase
the
product
(Kotler
and
Armstrong,
2008).
Therefore,
deciding
right
price
to
the
product
is
crucial
because
it
directly
affects
the
customer’s
purchasing
decision.
Thus,
in
terms
of
“Day
Day”
products,
the
pricing
should
be
tally
with
local
market
conditions
and
consumer
buying
patterns.
3
Identification
of
price
The
price
of
“Day
Day”
fruit
juice
Can
in
Malaysia
is
RM
4,
in
which
is
around
Rs.
140
in
Sri
Lanka
(Yokefood,
2017).
Yoke
Food
Industries
should
consider
micro
and
macro
level
factors
when
deciding
the
price
which
are
shown
as
below.
Table
3
-
Factors
associated
with
Price
decisions
Level
Factor
Business/
Marketing
objectives
Description

Maximize
profitability
while
gaining
cost
efficiency.
Yoke
Food
Industries
try
to
provide
high
quality
fruit
drink
products
in
order
to
attract
consumers.

Exporting
costs

Packaging
and
labeling
costs
will
be
relatively
high
due
to
the
adaptation.

Should
spend
more
on
marketing
activities
since
it
is
new
to
the
Sri
Lankan
Market.
Ex:
TV
promotion
costs,
Advertisements,
billboards

Marketing
Consultant
costs
due
to
the
lack
of
knowledge
about
the
new
market.

Product
price
should
be
set
in
medium
range
since
“Day
Day”
product
is
a
newly
addition
to
the
local
market.

Sri
Lankan
rupee
value
has
decreased
when
comparing
with
2015
and
2016.

Sri
Lanka
has
increased
Value
Added
Tax
up
to
15%.

Current
inflation
rate
is
–
6%

Customs
clearance
fees
are
also
affect
to
the
end
price
of
the
product.

Colombo
has
the
highest
purchasing
power
in
Sri
Lanka
.

Sri
Lankan
consumers
are
generally
regarded
as
pragmatic
and
highly
price
sensitive.

Due
to
the
increasing
demand
for
Healthier
drinks,
consumers
are
willing
to
pay
a
high
price
which
will

Core
product
adaption/
manufacturing
costs
Micro
Level
(Company
Factors)
Marketing
&
distribution
costs
Additional
resources
for
international
marketing
Product
positioning/
Brand
Macro
Level
(Country
Factors)
Market
Related
Factors
Currency
Fluctuations
Local
Taxation
Inflation
Hidden
costs
Customer
Willingness
and
Expectation
Demand
Pattern
and
price
elasticity
of
7
Figure
3
-
International
Pricing
Strategies
Source:
(Kotler
and
Armstrong,
2008)
It
is
advisable
to
use
“Invention”
pricing
strategy
since
it
is
a
new
brand
in
the
Sri
Lankan
market
and
Yoke
Food
Industries
should
mainly
concentrate
on
capturing
the
Sri
Lankan
market.
Moreover,
since
this
is
the
first
time
Yoke
Food
Industries
going
to
operate
in
Sri
Lanka,
they
should
implement
the
price
according
to
the
Sri
Lankan
market
dynamics.
Therefore,
invention
pricing
strategy
will
be
beneficial
to
use
when
deciding
the
price.
In
addition,
author
recommends
to
also
using
typical
pricing
strategies
such
as
price
skimming
and
price
penetration
along
with
the
Invention
strategy
to
promote
the
brand
among
the
target
market.
3
Pricing
Process
The
following
process
has
been
utilized
to
decide
the
final
price.
Table
3
-
Pricing
Process
No
Pricing
Factor
1.
Select
the
Pricing
Objective
2.
Determine
Demand
3.
Estimate
Costs
4.
Review
Competitive
Offerings/
Costs
5.
Select
Pricing
Description

“Day
Day”
products
pricing
objective
is
to
offer
high
and
middle-
class
customers
a
high
quality
product
with
a
affordable
price
to
gain
customer
loyalty/
product
recognition

To
increase
growth
by
3%
on
the
first
year
therefore
capture
market
through
affordable
prices.

Demand
for
the
“Day
Day”
products
is
price
elastic
as
it
can
be
substituted
with
other
prevailing
beverages
such
as
soft
drinks,
energy
drinks,
and
nutritional
drinks.
Estimated
cost
per
single
fruit
juice
can

Rs
150
The
competition
is
really
strong
due
to
the
availability
of
many
brands
and
alternatives.
The
following
can
be
identified
as
the
main
competitors.
Soft
Drinks
–
Coca-
Cola,
Fanta,
Sprite
–
Rs.
40
Nutritional
Drinks
–
Milo
–
Rs.
50
Energy
Drinks
–
Redbull,
Wild
Elephant
-
Rs.
240
Yoke
will
utilize
the
market
penetration
where
an
affordable
price
9
Method
6.
will
be
charged,
this
strategy
is
used
because
“Day
Day”
Products
to
large
customer
group
including
Kids
to
adults
of
all
class
consumers.
Determine
and
LKR
150
Select
Final
Price
Source:
Author’s
work
based
on
Source:
(Kotler
and
Armstrong,
2008)
3
Pricing
Strategy
As
defined
by
Kotler
(2008),
price
demonstrates
the
value
charged
in
terms
of
the
price
for
a
product/
service.
In
terms
of
“Day
Day”
products,
Yoke
Food
Industries
will
utilize
“High
Value
Strategy”
in
order
to
provide
high
quality
products
for
average
market
prices,
in
order
to
maintain
its
brand
name
and
to
capture
the
market
share
effectively.
The
another
major
reason
to
decide
this
strategy
is
that
the
“Day
Day”
products
cater
to
middle
class
customers
as
well,
therefore,
medium
pricing
will
make
it
affordable
for
middle
class
customers.
Figure
3
-
Pricing
Strategy
Source:
(Kotler,
2008)
Proposed
Price
Table
3
-
Proposed
Price
in
Sri
Lanka
Decisions
Cost
Price
Value
Payment
Methods
Pricing
Strategy
Price
Promotions
Malaysia
Sri
Lanka
Fruit
Drink
Can
(300ml)
RM
3
(Rs.
133)
RM
4
(Rs.144)
Cash/
Credit
Card/
Debit
Card
Adaptation
Strategy
Fruit
Drink
Can
(300ml)
RM
3
(Rs.
136)
RM
4
(Rs.
150)
Wholesale
discounts
Cash/
Credit
Card/
Debit
Card
Invention
strategy
Wholesale
discounts,
Point
of
Sales
discounts
Source:
(Author’s
work,
2017)
10
Figure
4
-
Promotional
Strategy
Source:
Author’s
work
based
on
(Kotler
and
Armstrong,
2008)
4
Identification
of
Promotion
Yoke
Food
Industries
have
established
strong
promotional
campaigns
in
Malaysian
market
to
attract
customers
and
to
increase
brand
awareness
of
the
“Day
Day”
products.
The
main
promotional
strategy
of
“Day
Day”
products
can
be
mainly
identified
as
a
“Pull
strategy”,
in
which
main
aim
is
to
increase
brand
awareness
and
customer
loyalty
(Yokefood,
2017).
The
following
can
be
identified
as
the
major
methods
of
promotional
campaigns
of
“Day
Day”
products
in
Malaysian
market.
Table
4
-
Promotional
campaigns
in
Malaysian
market
Source:
Author’s
work
based
on
(Yokefood,
2017)
The
following
are
the
examples
for
the
above
marketing
campaigns.

Trade
Promotions
(Exhibitions)
12
Figure
4-
Trade
Promotions
Source:
(Yokefood,
2017)

Flyers/
Posters
Figure
4
-
Flyers/
Posters
Source:
(Yokefood,
2017)
4
Communication
Process
Promotion
refers
to
“collection
of
personal
and/
or
non-
personal
marketing
communication
means,
encouraging
customers
to
buy
a
particular
product”
(Iman,
2002,
p).
This
ensures
customers
are
sentient
and
identifies
Day
Day
Products
obtainable
in
SL.
According
to
Kotler
and
Armstrong
(2008),
there
are
8
steps
to
an
effective
communication
process.
The
communication
process
can
be
utilized
to
decide
on
promotional
campaigns,
which
is
as
follows.
13
Internet
Promotions

5.
Establish
Promotional
Budget
The
Company
should
allocate
high
promtional
budget
due
to
following
factors.
Table
4
-
Promotional
Budget
Factor
Stage
in
Product
life
Cycle Market share and customer base Competition Description Day Day is a new brand to the Sri
Lankan
market
since
it
is
still in introduction stage. Threfore effective promotional campaigns should be done to capture the
market.
Many promotional campaigns should be conducted in order to create brand awareness among the Sri
Lankan
market.
There are many foreign and local fruit juice businesses are located in Sri Lanka. Therefore advertising
and
promting the brand should be done in many ways to be popular. Source: Author’s work based on
(Iman,
2012)
Therefore,
it
is
advisable
for
the
Company
to
allocate
high
promotional
campaign budget since it is a new brand to the Sri Lankan market. The proposed budget is Rs. 10 000
000. 6. Decide on Promotion Mix Following methods will be utilized. Company will use TV
advertising by using a brand ambassador to promote Day Day Fruit Juice drinks, an above the line
promotional
method. Advertisements in billboards located in Colombo area. Public Relations- Banners will
be
utilized
for
major
sports events, sponsoring cricket matches and tournaments therefore Ready-to-drink to be the
cynosure in the beverage market Sales Relations Coupons placed on the product in leading
supermarkets to gain an immediate reduction in prices at the cash register. 7. Measure Results Results
are
measured through percentage of sales growth and customer feedback. The following table includes
the
Promotional
campaign diffrence exists between Malaysia and Sri Lanka. Table 4 - Promotional strategies in Sri
Lanka
and
Malaysia
Objective
Malaysia
Inform and persuade Sri Lanka Inform and persuade 15 To know more about those services, or to
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4.2 Price.....................................................................................................................................18 You
will
be
rewarded for your analysis and not only reproducing the facts in the brief. ¤ Thesis editing Extra
Readings An assignment on Burberry as a brand figure. Marketing management is that segment of
management
that
deals with the process of advertising, promotion, developing market strategies for products etc. in
order
to
reach the desired market population. Management assignments are interesting but often require great
deal of research on a vast multitude of topics, thus making them time consuming and tiring.
Students’ these… Other Subjects Total Word Count: 4420 (Excluding graphs, tables, Executive
summary,
Get to Know The Price Estimate For Your Paper This study aims to examine the effect of Physical
Evidence (X1), Reliability (X2), Responsiveness (X3), Assurance (X4) and Empathy (X5), on
Student
Satisfaction (Y). To test these variables, the researcher chose the campus as the research object. The
research
was conducted by distributing questionnaires to 100 students of the Pusmanu Pekalongan
Polytechnic. The research sample was taken using the ... [Show full abstract] Marketing Mix Earn
while
you Learn with us 3. it is located. However, competition is strong, because every company has the
same opportunities, so the question is to take better advantage of the opportunity and turn it into a
market
success. Companies need to develop more creative and more adventurous ways to turn their attention
to
themselves and drive consumers to buy their products (van Dijk, 2006). The subject of this research
is
the
study of digital communication as a modern way of functioning of business systems and the
inevitable part of marketing activities in modern business conditions, i.e. the analysis of the use of
digital communications in the marketing activities of business systems that differ in each other. The
subject of research is also the problems that arise in the use of digital communications: Insufficient
use
of
certain digital communication instruments; the impact of business system characteristics (size,
activity, business hours, business level) on the use of digital communications; Insufficient investment
in
education regarding the use of digital communications. According to the observed problems in the
real
system, a scientific research problem has been put in place: To explore the level of use of digital
channels of communication in business systems of different characteristics (size, activity, business
hours, business level); Determination of differences in the use of digital communication in different
business
systems, to point to the concept of using digital communications within integrated marketing
activities
that
will
lead
to
business
improvement
and
achievement of the business system's recognizability and business success. Based on the theoretical
assumptions
and
the
previous research, the basics of primary research were set up within which data on the use of digital
communications were collected in a given sample. The sample also identified the use of digital
communications in organizations of different characteristics, which were taken into consideration
during the research. Research focuses on business systems of different sizes, business operations,
business
hours and business levels, and their use of digital communications in their marketing activities. Basic
settings and conclusions are made regarding differences in the use of digital You don't have any
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