IMC Business Report | | For eighty years‚ in over forty different countries‚ Durex condoms are exceptionally known as the condoms of durability‚ reliability and excellence. | Written by: | Julie DoGeoff GilbertAnthony BoutrosJacqueline Tompkins | | Contents INTRODUCTION 3 FUNDAMENTAL DECISIONS 4 Positioning 4 IMPLEMENTATION DECISIONS 6 Mixing Elements 6 Creating Messages 6 Selecting Media 6 Establishing Momentum 6 OUTCOMES 7 Enhance Brand Equity 7 Affecting Behaviour
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* FOCUSED OR NICHE STRATEGY WHAT IS FOCUSED OR NICHE STRATEGY? * Focus strategy based on low-cost * Concentrate on a narrow customer segment beating the competition on lower cost * Focus strategy based on differentiation * Offering niche customers a product customized to their needs * Overall objective of both focus strategies is to do a better job of serving a niche target market than competitors * Keys to success * Choose a niche were customers have a distinctive
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Competitive Strategy Asia-Pacific Marketing Federation Certified Professional Marketer Copyright Marketing Institute of Singapore Outline * Introduction * Sustainable competitive advantage (SCA) * Sources of SCA * Strategies for * Market Leaders * Challengers * Followers‚ and * Nichers Introduction * Having a competitive advantage is necessary for a firm to compete in the market * But what is more important is whether
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ICU: INTRODUCTION TO MARKETING Vladimir V. Bulatov. bbe@voliacable.com We‚ Fr 8:30 LECTURE 12. PRODUCT DEVELOPMENT II. Reading: Ch. 11‚ 12‚ addendum sent onto your e-mails. Three product levels in marketing: 1.Core product: “what the buyer is really buying?” (E.g. Charels Revson [Revlon] recognizes that: “In the factory we make cosmetics; in the store – we sell hope”). Product concept is the idea about benefits‚ not features. 2.Tangible product – a ready-to-use product that has certain
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Process 4.3. Differentiation Strategy 4.4. Cost Leadership 5. Conclusion 1. Introduction Durex is a company founded in 1929 by the London Rubber Company and is currently manufactured by a United Kingdom firm called SSL International. The name Durex represents Durability‚ Reliability‚ and Excellence‚ and it is also synonymous with safe sex. Traditionally condoms were made of oiled silk paper‚ linen sheaths‚ leather‚ or very thin hollow horn (Mark Cichocki‚ 2015). Durex changed the industry by being
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Executive Summary This report provides a detailed analysis of Durex featherlite condoms as a standalone product within the ultrathin condom market. The target market of featherlite condoms is a sexually active male gay or heterosexual orientated individual that are aged between 14 – 40 years old. They must also live in the Australian Area and have been educated in the practise of safe sex‚ with their buying habits of purchasing ultra thin condoms to improve the sensation of sex. The issues identified
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PGDM (Batch:2012-14/ Term-III) MARKETING MANAGEMENT-II (C-303) Session 1‚ 2&3 T- Course Overview; Introduction to Strategy Development Framework; (Finalization of C- What is our Business? (Hard Copy) groups) R- 1.Strategy as simple rules –HBR Article (Soft Copy) 2. Environmental and Internal Analysis (West et al.) Ch-3‚ pp-65-89 AR- What is Strategy? - HBR Article (Soft Copy) Session 4&5 T- Understanding Business and Marketing Objectives C- 1.Carolina Lunker Sauce (Hard Copy) 2. Glaxosmithkline:
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8: Marketing strategies CHAPTER SUMMARY Summary (CHAPTER 8: Marketing strategies‚ page 211) • The marketing mix consists of four major elements: product‚ price‚ promotion and place. • Combined with these four Ps are people‚ processes and physical evidence to create the extended marketing mix. • Together‚ these seven Ps make up the strategies of marketing and become the centrepiece of the marketing plan. • The main goal of a marketing manager is to develop and maintain a marketing mix
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What is Offensive Marketing? When more than one company offers the same kind of product‚ each company only receives a percentage of all sales of that kind of product. This percentage is called a “market share‚” and any effort to take some of the market share away from one company and bring it to another is called an offensive marketing plan. (See also Flanking Marketing) In the above case of the motorcycle business of the mid-to-late 20th century‚ the Harley Davidson Company saw its market share
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TOPIC 1: MARKET-DRIVEN STRATEGY 1.1 THE STUDY OF STRATEGIC MARKETING (Page 2-3) ACTIVITY 1.1 (Page 3) Research a Malaysian company that you believe has been adopting market-driven strategies. Identify those strategies. Why do you consider this company to be successful? SEFF-CHECK 1.1 (Page 3) In your own words‚ define strategic marketing. Strategic marketing is a “market-driven process of strategy development‚ taking into account a constantly changing business environment and the need to
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