Direct-to-consumer businesses have had mixed success. That is, while the model has succeeded in some categories, it has not worked in others. Can you identify reasons why? Which product categories may be more suited for direct-to-consumer business model?
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- 1. Present the vision, mission, core values, and objectives of Jolibee, McDonalds, and KFC. 2. Compare and contrast how these companies are performing based on product quality and services. 3. What differences do you note between its VMO's and the company's present position or status based on its established brand image.(a) What marketing actions would you expect thecompanies selling Yoplait, Dannon, and PepsiCoyogurts to take in response to Chobani’s appear-ance and (b) how might Chobani respond?4. What specific marketing activities does Coppertone utilize to help Coppertone grow in the marketplace?
- Attributes Importance Alternative brands Weight (e) A B CScreen size 0.2 4 6 2Price 0.5 6 3 7Operating system 0.1 5 5 4Apps available 0.2 4 6 7 1. Calculate the scores for brands B and C. Which brand would this consumer likely choose? 2. Which brand is this consumer least likely to purchase?Discuss two ways the marketer of this brand can enhanceconsumer attitudes toward purchasing its brand.Mmamadiathite Farms is a well – established company that specializes in producing a wide range of organic vegetable produce. For a long time, Meditate has been known for its commitment to offering high quality organic products, ranging from fruits and vegetables to dairy, beef and snack such as biltong. Despite their reputation for quality, Mmamadiathite Farms has decided to undergo a comprehensive rebranding process to stay relevant in a rapidly changing market and appeal to a broader consumer base.a) Analyse the reason behind Mmamadiathite’ Farms’ s decision to rebrand. (5 marks)b) What are the potential benefits and risks of rebranding in the organics food industry? (5 marks)c) Outline the key elements of a successful rebranding strategy for Mmamadiathite Farms (10 marks)d) What marketing and communication channels should they use to effectively reach their target audience (5 marks)7) What is the best way for a small hardware store to compete against Home Depot, when Home Depot can charge less for the same products? Select an answer: Focus on customer service, and create relationships. Try to convince Home Depot to close its store. Buy cheaper, inferior products. Try to find suppliers who will charge less for their products.
- The case is about a branding tool called "vertical brand extension" or vertical price differentiation. Write a not-more-than-one-page case essay about1) what is vertical brand extension in the case of Vinamilk2) why can a commodity like "milk" be branded and vertically extended?3) was it successful and why?2. Assume you are a marketing manager for an automobile company. Youhave been charged with repositioning an SUV model that was onceidentified as a “fuel guzzler”. The model has been redesigned with asuperefficient, nonpolluting hybrid engine. Which of the different types ofmarkets/publics would have the greatest impact on yo0ur establishing thenew “fuel efficient” positioning? Why did you say so? Make a simple plan.Prompt: In 1924, Kleenex tissue was invented as a means to remove cold cream. The product was initially backed by a series of advertisements that included endorsements from the era’s Hollywood stars, like Helen Hayes and Jean Harlow. After studying customer usage habits, however, the manufacturer (Kimberly Clark) realized that many customers were using the product as a disposable handkerchief. What strategy change should Kimberly-Clark adopt?
- The best test of whether potential entry is a strong or weak competitive force is A) whether the industry's driving forces make it harder or easier for new entrants to be successful. B) the strength of buyer loyalty to existing brands. C) whether the strategies of industry members are well matched to the industry's key success factors. D) whether the industry offers an opportunity for a blue ocean strategy. E) to ask if the industry's growth and profit prospects are strongly attractive to potential entry candidates.Will Reckitt be able to maintain its market position in somany areas when strong competitors enter with their ownniche products? Why or why not?Briefly explain the difference between Michael Porter and william K Hall on the matter of positioning for survival. Which Michael Porter's five forces of competition are underestimated by the US corporations ?