Essay about Brand Tracking Survey

3) Who is Kraft Kool-Aid’s customer, and what trends do we see in that market

This case was created in order to come to a decision on Chris Prangel’s dilemma involving the Mountain Man Brewing Company and its declining profit margins. Located in the Analysis section is the current situation of MMBC’s product and the different kind of consumers their brand serves. Along with the distinctions of their product and customers is a definition of what a brand is and how brand equity is created and impacted. The analysis was conducted by having a firm understanding of the case and Prangel’s current situation. This report recommends that Prangel should consider his financial and marketing situation of both choices before making his choice. Finally, it was decided that to make it in the tough industry, MMBC should take the harder and more rewarding path of risking creating a new lite version of their Mountain Man Lager.

If you could market for any brand in the world, what would it be and why? (Please keep answer succinct; 2-5 sentences)

The future of the telecommunication industry is an exciting future. No longer can these companies depend on telephone service plans to maintain profit. Each company needs to find other avenues, packages and services that can be sold to existing customers while attracting new customers. The companies

We want to research and understand the usage and ownership of landline telephones, as well as the use and ownership of cellular telephones in Canada. Currently, there is not enough information gathered on the topic of how Canadians would react to the eradication of the landline phone. If this problem is not addressed, the risk of damaging the company’s finances increases.

Market researchers would like to know if customers prefer a well-known brand over a generic brand of soft drink…

| WEAKNESSES * Smaller company than other brands * Customers may not be aware of Company G’s products or brand *

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

Kelly Kretz is the marketing manager of Vincor’s refreshment business in Canada. In October of 2005, she is faced with demands of various new product launches. Not only does she have to manage the leading cooler brand portfolio, but also work on Project Twist. The gist of this project entails launching a new alcoholic beverage to the refreshment market. Deciding on the product characteristics, positioning, branding, packaging and distribution strategy is what follows next.

Mountain Man Brewing Company is considering an expansion of its product line due to declining revenues. The family owned beer producer has built a strong brand around its prize product, Mountain Man Lager, over its last 70+ years of operation. Due to its highly valued brand, the organization is particularly fearful of the negative effect alternating its product mix could have on its reputation and image and the potential for customer alienation.

The team gathered a wealth of information about the products strengths and weaknesses, but lacked important consumer­brand relationship information. Supplementing the Consumer Insight Team research with the Usage and Attitude Study provided a well rounded customer understanding.

Several threats exist. Company G is a well-established and respected company. Although this is a factor, rival companies eager to capitalize exist. Companies will make product closely resembling Company G’s and may offer at a lower price or with more incentives. Market growth will not be slow and low fixed cost to produce item will decrease rivalry. Since customers somewhat easily and freely switch from one product to another, this will increase rivalry. There are quite a few rivals in the same market.

In 2000, Unilever decided to reduce 1,600 brands down to 400 and then select a small number of them to serve as “Masterbrands”. One of the reasons to have fewer brands is to decrease control issues. It is harder to manage so many brands, especially when each one has its own particularities. As Deighton pointed, Unilever’s brand portfolio had grown in a relatively laissez-faire manner. In other words, the company’s brands were created without large interference.

There are hundreds of different ways top notch companies promote their products. When companies combine the many promotional methods used to promote a specific product, they represent the promotion mix for the product. The promotion mix is made up of four elements: advertising, personal selling, public relations, and sales promotion. Our assignment was to collect five items from the promotional mix in one campaign. Tom Utz works as a salesman for Proctor & Gamble. He works directly with the Nash Finch wholesaler based out of Minneapolis, MN, which owns several grocery chains such as Buy N’ Save, Albertson’s and Econo Foods. Tom specializes in selling laundry detergent soaps such as

Sports marketing are one of the most vital uses in the field of marketing nowadays. Many companies have a trend to use sports and sports celebrity in developing their marketing campaign because they have the ability to influence others and they already are role models for a wide share of consumers in the marketplace. So, companies benefit from their popularity and reputation for its brand awareness. Especially some companies in the food and beverages industry which are concentrated on the marketing campaign and make a huge number of expenditure and its budget. Pepsi have many product lines, it introduces a product line for soda which includes many versions such as Pepsi, Mirnda, Seven Up, and other version of Mirinda like Orange and Apple. The second product line is related to the juice. The third category is related to Aquafina mineral water. There are width of every line and versions for every product.