My marketing objective is to increase the sales of traditionally brewed Folgers coffee, while emphasizing affordability and health advantages. This marketing campaign will target excessive coffee drinkers, younger individuals with less money (college students), health conscious people, as well as people who like to save money. With the competition of the Keurig and K-cups, traditionally brewed coffee is not as popular as it once was. The standard large container of Folgers regular classic roast coffee will brew 270 cups for $17.00. The average pack of 54 k-cups can cost anywhere from $30.00- $40.00 and will only brew 1 cup per k-cup. If someone were to buy 5 of these packs (which would be equivalent to the 270 cups worth of coffee in the Folgers container), it would cost them about $200.00, which is a striking difference. Because the k-cup options may be easier and more convenient to make, the traditional way of brewing Folgers coffee may soon become obsolete. Folgers dominated the home coffee market prior to the boost in popularity of K-cups, but since then, they seem to have a lot more competition in the coffee market. While Folgers has made their own line of K-cups and generally continued to do well, they would prefer if consumer habits retreated back to traditional home brewing, where they had more market dominance. According to the Seattle Times, “By 2018, market-research firm Mintel expects consumers to spend nearly as much on coffee pods as they do on bulk coffee.” This is potentially damaging to the traditional brewed Folgers brand because traditionally brewed coffee is going to diminish in popularity over time. Our message is to emphasize the price difference to customers and show them that the classic container of c... ... middle of paper ... ... people connect Folgers to healthy living, as well as make our product even cheaper for customers to buy. In order to receive a free packet of traditional Folgers coffee and coupons you would have to tweet to us and tell us why you love Folgers and hashtag #FolgersCoffeeTour2014. This will help spread awareness to other potential customers and remind people why they love the traditional Folgers coffee. At the end of the year we will evaluate our new campaign by looking at the number of k-cups sold verses traditional Folgers Coffee. If after a year of trying out our new campaign it does not seem like the number of k-cups sold is increasing, then our campaign is working. At the end of the year we will also evaluate Folgers market share, if the market share grows then we know our campaign is working if it decreases then we know we need to reevaluate our campaign.
Chick-fil-A has become a very successful company throughout its history till today. Many different events have occurred throughout the history of Chick-fil-A. The owner of the first Chick-fil-A, Truett Cathy, opened his restaurant in Hapeville, GA in 1946. Later on the first Chick-fil-A acquired the nickname the Dwarf House. Later on Truett Cathy invented the first chicken sandwich by using a pressure cooker to cook a boneless chicken breast as fast as a burger. This simple process began the famous Chick-fli-A chicken sandwich. Chick-fil-A’s overall mission has always been and continues to be “Be America’s Best Quick Service Restaurant.” Chick-fil-A has been quite successful in living by and fulfilling this simple but effective mission. In
This diversity will make for a powerful word of mouth marketing campaign using social media to spread the word and the television and online advertising efforts offering a money-back guarantee, free samples and community website links. We will focus on both the “Bohemian Mix” from this geographic area that includes people from these ethnic backgrounds in households made up of a mixture of different family members from different age groups, but under age 55, many with pets, who like to try the “newest coffee brew” or product. Their median income is over $56,000 a year and they are upwardly mobile. We also chose the “Young Digeratis” who are made up of the wealthier and younger family mix ages 25 to 44. They like to stand out above others and only accept the highest quality of food and drinks. They drive the most expensive autos and spare no expense on their clothes and
Given the decrease in sales for the past year, there is a need for a strategic analysis. As illustrated, the two options are either to introduce a light beer, or continue with the current strategy and hope that the company remains profitable. Light beer is growing in popularity throughout the country as a nation that is becoming more health-conscious and looking for new ways to indulge without the attendant side effects. Light beer sales are growing at an annual rate of 4% per year, while sales for premium beer declined by 4%. The light beers had already gained 50.4% of total beer sales and Mountain Man was not capturing this market opportunity. On the other had, MMB had established its reputation based on the sales of premium beer to a target market. Therefore, the introduction of light beer could affect the image and reputation of the company. Also, ...
The purpose of this case study is to explore the implications for expanding the products offered by Mountain Man Brewing Company (MMBC) from one product, Mountain Man Lager, to adding a Light version of the beer. This paper will evaluate the following:
One that many people have heard of is “Miller Time”. “Miller Time” allows us to sell a social experience that connects with various age groups, and is a throwback from 1971. This phrase helps our company reach a larger target market. “Miller Time” helps rebuild the product image and repositions. It is lifestyle messaging that is communicated to customers through advertising. MillerCoors uses television for advertising, along with our online series, “The Ultimate Internship Experience”. We have ties with “The internship” the hit movie that recently debut. We allow our customers to show their pride for this great tasting beer on social media by using hashtags such as, #ItsMillerTime, or #TGIMT (Thank God Its Miller Time). We have Sweepstake promotions such as, “Its our time, Miller Time”. This promotion has specially marked containers of Miller Lite giving our customers a chance to win. Through this promotion we have seen a tremendous boost in retail. We regularly have various types of contests to help grow our brand. MillerCoors also uses personal selling with distributors which grows relationships and helps increase retail
Recommendations to achieve a sustained competitive advantage: Online, mobile, and store purchase will certainly increase customer traffic with the online and store combinations gives Target Corporation with a best possible low-cost price. A best-cost provider strategy allows Target to position itself and compete with low-cost providers such as Walmart. In addition, it employs a competitive strategy with a designer label along with superior supply chain, increased operational capabilities, and skilled employees. . The strategy of sending coupons are huge for a customer, so increase discount based on their purchase history and use the store brand credit card to attract more customers.
Sainsbury’s (2014) states they put their “customers at the heart of everything we do and have invested in our stores, our colleagues and our channels to deliver the best possible shopping experience. Our strong culture and values are part of our identity and integral to our success.” Sainsbury’s brand is established upon providing quality at fair prices, the importance of fresh, healthy, safe and tasty food is put very high at Sainsbury’s. Sainsbury’s also offer a range of up to 30,000 products such as household products, food, grocery, and even its own products.
Coffee, one of the world’s most known beverages. Seen being drinking at work places, colleges, or in the convenience of your own home. There are a variety of companies that provide us the people with coffee. It can be your local market, bakeries, or even fast food places. 3 places that stand out and our known very well for supplying Americans with coffee is Starbucks, Dunkin Donuts, and McDonald’s. From their strategic advertising, deals, and even straight down to the design of their cups, they meet the definition of marketing. We will be examining these 3 companies using the marketing mix which consist of product, price, place, promotion and also cover value based marketing and see how these companies meet these definitions and how they satisfy their customers as well.
The larger serving size of Great Cups of Coffee is perhaps the most apparent gage that will improve appeal for the company’s customers. Receiving extra of a proportionately quality product for a comparable price obviously works as an enticement for customers to prefer Great Cups more than the opposition. While customers identify with a better quality and superior taste with fresher coffee, Great Cups supports its effective model of serving coffee that has been roasted no more 72 hours ago and that is blended and ground right at the store. Great Cups also provides as an unintended marketing method community bulletin boards and assists with book club gatherings as well as
Being a Target lover, it is my go to place for everything and because of this, I do not support Target’s new strategy. Within the article, Target explained how they were going to “gear” their products towards college students. Target stated their plan to eliminate the baby section (i.e. clothes, toys), however that alone upsets me. For starters, I have a young niece and nephew and I go there for the holidays and birthdays to purchase their presents. If the Target near me didn’t have similar products as a traditional target, they would lose my business in this particular category, which as a side note is a lot. The second part of this article that upset me was in regards to what the new Targets would stock near college campuses, “miniature ironing
Ford Motor Company Marketing Strategy Ford Motor Company is one of the world’s largest producers of cars and trucks and one of the largest providers of automotive financial services marketing vehicles under the eight brands shown below. The Company is a publicly traded company listed on the New York Stock Exchange. During 2002, the company made 6.7 million vehicles and employed 328,000 people worldwide. Business partners include 25,000 dealers and more than 10,000 suppliers. Ford Motor Company offers a wealth of variety to the automotive consumer.
...ll us how we are doing. We appreciate your business and want to make sure we meet your expectations. Attached you will find a coupon good for 1 free coffee. Thanks again, for your time and patronage.
For Pepsi Cola Ltd, marketing opportunity analysis is a continual and ongoing process. Pepsi have used the new- product strategy to realise their ambitions to both defend their current market position, and reinstate their position as a product innovator.
Market opportunities for breakfast cereals is vast, some segments of the market have been neglected, most notably that of the over-50’s. Insightful presentations were given at the “Older, Richer, Wiser” Conference that would suggest the over 50’s market segment is targetable.
Experimentation with the new market for carbonated beverages on the decline coke has done experiments in new flavors and healthier alternatives to try to stay competitive. As well as investing in “Keurig Green Mountain is a K-Cup maker but has a new Keurig Cold that can deliver Coca-Cola through the new system.” (Cooper, 2014)