strategies around the concept of the product life cycle--the idea that after introduction‚ products inevitably follow a course of growth‚ maturity‚ and decline. It doesn’t have to be that way‚ says Harvard Business School marketing professor Youngme Moon. By positioning their products in unexpected ways‚ companies can change how customers mentally categorize them. In doing so‚ they can shift products lodged in the maturity phase back--and catapult new products forward--into the growth phase. The author
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Special K added special k bars to the product range in 1999‚ to target the lucrative female market. The company has gradually introduced a range of flavors and varieties such as Special K bars apple & Pear‚ chocolate‚ and Red berry. The parent company for special K is Kellogg’s and it’s a worldwide company for producing cereals. In 2010 sales reached nearly $12 billion‚ Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods‚ including cookies‚ cereal
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Management Project – A Two Years Marketing Plan for Ocean Park Student Name: Chan Chi Keung Tommy Student Number: 052354 Spring Term 2008 Table of Contents (A) (B) (C) EXECUTIVE SUMMARY …………………………………………………….………… P4 INTRODUCTION OF OCEAN PARK ……….…………………..………… …… P.5-6 MARKETING OBJECTIVE ………..……………………..…………………..……… P.7 1. 2. To attract more Mainland visitors in coming two years To sustain/ maintain Ocean Park as a world-class and must-see destination (D) SITUATION ANALYSIS ……..…………………………
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Presented below ten strategies that the marketers can consider: 1. New strategies for new times The changed economic conditions are affecting consumer behavior and attitudes. Can the marketing strategies based on the understanding of the consumers in the prosperous times still hold water now? Consumers are changing their behavior in several different ways and various underlying attitudes and values govern these changes. It is critical for us to re-look at the consumer and refresh our understanding
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Product Life Cycle stages Examples Decline: Hindustan Motors Ambassador HM decides to increase sales of their age old classic model – Ambassador in the country. They are planning to sell 12‚500 units this year with the introduction of their new fuel efficient engine. This engine will be compliant with the Bharat Stage 2 & 3 emission norms. It’s probably delivering the mileage of 16 km/l against a 11 km/l mileage from the existing diesel engine. Hindustan Motors plans to invest Rs 6 crores in
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Introduction Ocean Park‚ Hong Kong’s only homegrown theme park‚ was opened in 1977. It is the largest marine-based theme park in Asia‚ focusing on providing facilities for educational‚ recreational and conservation activities to the public. The park houses fourteen rides‚ an assortment of aquariums‚ a giant panda exhibit‚ observatories and educational laboratories. It is also the only Asian Park to be accredited by the American Zoo and Aquarium Association. Problem- Hong Kong Tourism In 2004‚
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copycat brand to product leader? There are three main factors that lead product to be cutting edge product. That comes under LEE’S “new management” top to bottom strategy for the entire company. The goal he wanted Samsung to become a premier brand that would dethrone sony as the biggest consumer electronics firm in the world. Factors that used under “new management” are: 1. New Product Development. 2. Product “Test Marketing”. 3. Positioning and commercialization New Product Development: Hired
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CASE STUDY 1 Ocean Park: In the Face of Competition from Hong Kong Disneyland Bennett Yim In April 2006‚ Ocean Park‚ Hong Kong’s only home-grown theme park‚ launched a syndicated loan to raise HK$4.1 billion for a master plan to revamp the Park.1 The master plan represented the Park’s strategic response to the arrival of Hong Kong Disneyland‚ which had opened the previous year. Ocean Park had expected attendance to drop significantly with Disney’s opening‚ but attendance at the Park had remained
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About The Product * The brand was first introduced in the United States in 1991 for a breakfast cereal bars consisting of fruit filling covered in a crust without added sugar. * There were four varieties initially (rye‚ corn‚ barley and wheat); later these were reduced to corn and wheat * There are various Nutri-Grain Bars made from the breakfast cereal bonded together‚ available in the markets where the cereal is available. The bars became popular in the 1990s as an "on-the-go" food
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Parents are getting mobile phones for their children because they want to communicate in case of an emergency‚ or to know where they are. For a lot of people‚ cell phone is already part of their lives. Customers are very familiar with the cell phone products and they are deciding which models to buy‚ but not whether they should buy. Customers are comparing features of different phones before they make the purchase. Increase in sales volume According to a market report by Gartner‚ Inc. (http://www
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