________________________________________ BRAND SEGMENTATION AND POSITIONING Espresso Coffee Machines ________________________________________ EXECUTIVE SUMMARY This report was commissioned to examine how customers make purchase decisions for espresso coffee machines‚ the factors affecting consumer behaviour‚ and to identify where the leading brands sit in the opinions of a small sample of the population. The research draws attention to the fact that at the end of financial year 2007
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Memo Thomas McQuaid Lea Niglio-Parein Paola Gonzalez-Zabala Vodacom Project 1 3/12/14 The purpose of this memorandum is to analyze and explain the current brand positioning and target market of South African company‚ Vodacom‚ from previous commercial advertisements. After having analyzed the current target market and brand position we would recommend a new target market and position for Vodacom of South African’s age range‚ 15-55 (58.7 % of total population) and include the following segments
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EXECUTIVE SUMMARY This case addresses the issue of which positioning strategy Mahindra and Mahindra should adopt in order to ensure that all its strategic objectives are met and it garners enough market share to assume the position of market leader once again. This decision is to be taken at a time where the Indian Automobile industry is in a state of change. M & M’s portfolio mainly consists of utility vehicles that are meant for the rural and semi-urban consumer. But these markets are seen to
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| The Forces and KFC | | James Watson 12/23/2012 | Executive Summary The seven international environmental forces that impact international business are natural resources and environmental sustainability‚ economic and socioeconomic forces‚ political forces‚ intellectual property and other legal forces‚ understanding the international monetary system and financial forces‚ labor forces‚ and international competitive strategy. While some of the factors mentioned above are completely
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KFC China : still ‘‘Finger lickin good’’ ? Implanted in 120 countries all over the world‚ KFC is a giant American fast-food chain that entered Chinese market in 1987 with a first outlet in Beijing‚ the brand is part of Yum’s Group. KFC brand positioning: an American fast food brand with Chinese characteristics‚ the US fried chicken expert‚ quality products‚ combining fast food values and Chinese traditional values Target: families‚ groups of friend‚ working people‚ urban people that face western
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POSITIONING STRATEGY POSITIONING Creating a unique and distinctive image for a brand relative to the competition Brand should be perceived as different from competitors by consumers EFFECTIVE POSITIONING Meaningful to consumers Credible/believable Unique to your brand Durable over time FOCUS OF POSITIONING Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols Jet Blue Airways Focus on the benefits of Jet Blue
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Yum! Brands Building the KFC Global Brand Micky Pant YRI Chief Marketing Officer KFC International – Strong ’06 Performance 5% SSS Growth Nearly 300 More Traditional Restaurants BYA Update Solid sales growth across the world‚ with renewed strength recently South Africa Middle East Netherlands Europe FBU Mexico Asia FBU Australia U.K. France India Japan Germany Russia YTD 17% 9% 8% 7% 6% 5% 5% 4% 4% 1% Flat -1% N/A Note: YTD same-store-sales growth above are estimates‚ including
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Company Objectives & Goals b) Segment Attractiveness c) Market Growth d) Segment measurability 4. Tata is positioning itself as one of the oldest companies and as pioneers in steel manufacturing in India. What is this positioning called? a) Attribute Positioning b) Competitor Positioning c) User Positioning d) Application Positioning 5. A player who doesn’t react quickly to competitor’s moves is a) Stochastic Competitor b) Idle Competitor
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Positioning is the place where someone or something is‚ especially in relation to other objects and places. In marketing‚ positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product‚ brand‚ or organization.(Wikipedia‚2012) However‚ it is important for the contemporary age‚ whichever aspect is in life. By looking at marketing segmentation‚ marketing targeting and marketing positioning from DOVE® Chocolate which
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POSITIONING Positioning the process of designing an image and value so that consumers with the target segment understand what the company or brand stands for in relation to its competitors. It also refers to the place an offering occupies in consumers minds on important attributes related to competitive offerings. Positioning is not actually something that is done to product; rather it is something that is done to minds of consumers by marketers. It relates to now consumers perceive the product
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