global soft drink industry is currently expanding quite rapidly. This is due to two major factors. First‚ markets are expanding rapidly in developing countries and second people are turning toward natural‚ healthy‚ and low-calorie drinks. This so called “new-age” beverages‚ such as tea-based beverages‚ is considerably stimulating the development of the soft drink industry and also creating a major challenge to the carbonated beverage market. In part to address this trend‚ big soft drink companies
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Soft drinks. A soft drink is a non-alcoholic beverage typically containing water often carbonated water and a flavoring agent. Many of these beverages are sweetened by the addition of sugar or high fructose They may also contain ingredients such as caffeine and fruit juice. They are called "soft" in contrast to "hard drinks"that is‚ alcoholic beverages. Small amounts of alcohol may be present in a soft drink‚ but the alcohol content generally must be less than 0.5% of the total volume if the drink
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------------------------------------------------- Introduction The 50-bn-rupee soft drink industry is growing now at 6 to 7% annually. In India‚ Coke and Pepsi have a combined market share of around 95% directly or through franchisees. Campa Cola has a 1% share‚ and the rest is divided among local players. Industry watchers say‚ fake products also account for a good share of the balance. There are about 110 soft drink producing units (60% being owned by Indian bottlers) in the country‚ employing
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The soft drink industry is highly competitive. Characteristics of the industry include slow growth and maturity‚ a phase during which weak companies are weeded out of the market by the strongest corporations. In order to stay competitive‚ soft drink companies must be able to offer their product at a low price. A price that can at least match (or preferably‚ beat) a competitor’s price will allow that product to enter into a consumer’s mental set of possible brands to purchase. Because the pop industry
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Using Perceptual Maps in Marketing Thorr Motorcycles‚ Inc. is a billion dollar manufacturing company‚ producing over 200‚000 units per year. Additionally‚ Thorr offers services including dealer training‚ dealer software packages‚ motorcycle rentals and rider training. Thorr’s brand image is high‚ and it currently holds 40% of the market. This simulation asks students to take on the role of Marketing Manager. The first situation states that sales of the Cruiser Thorr are decreasing because target
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Perceptual Maps Having a strategic marketing plan needs direct input to insure the success that a product or service will have growth in the market. Perceptual mapping is one of the best ways to map out the product’s life cycle and the impact that it will have in the market. Perceptual maps are illustrations of data that have been compiled from the markets rating scales‚ and to develop a correct perceptual map these scales have to be fundamentally sound for the product and the consumers. When
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Running head: Perpetual Maps Page 1 Perpetual Maps Catherine Miller MKT/421 October 22‚ 2012 Ricci Rizzo Perpetual Maps Page 2 Perpetual Maps Thorr Motorcycles‚ Inc. is a $5 billion company that manufactures different models of motorcycles. One of the high brand images in this company’s market is the CruiserThorr power cruiser model. Although this is a high brand‚ sales have begun to decrease. The company has blamed the declining sales on the high cost and the aging target
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Perceptual Map Presentation Car Industry Intro Popular car companies in the industry: Ford Chevrolet BMW Volkswagen Cadillac Subaru Nissan Jaguar Toyota Porsche Dodge Segmentation: Price and appearance Perceptual Map High-end Conservativ e Sports car Affordabl e Ford Motor Company Headquarters: U.S. Types of vehicles: Cars SUVs/Crossovers Trucks Commercial Hybrids/Electric Diesel Objective: Offer array of vehicles – small‚ medium
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Perceptual maps are used by companies to observe how they stand up to their competition through the eyes of the consumer. By giving a snapshot of what the consumer is thinking‚ perceptual maps help companies compare attributes such as price‚ design‚ and quality of a particular product. The quantity of attributes used in perceptual maps can be endless but usually only four attributes are used depending on the product. It is absolutely vital for companies to choose the correct attributes on the grid
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advantage in selected target markets‚ and they design marketing mixes to create these planned positions. In planning their positioning‚ marketers often prepare perceptual maps that show consumer perceptions of their brand versus competing brands on attributes that are important to the consumer‚ whether functional or symbolic. Perceptual Maps are useful for these key reasons: Assessing strengths and weaknesses relative to competing brands along certain criteria important to the customer. This is
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