Virgin mobile - targetting a pricing plan at teenagers.
Virgin Mobile USU Giving virgin mobile's target market (14-24 year olds), we will choose the third option: "a whole new plan". We will eliminate contracts as the main way to attract those teenagers. We will leave the regular contracts as an option, but with no special benefits - just as a possibility for potential customers. Under this new plan, there will be no need in credit checks for the costumers - a long and expensive procedure. We will try to gain the 30% of the customers that didn't pass the credit check, by giving them the option to use a mobile phone without a contract. The costumers will buy pre - paid minutes and they will charge the phone with the number of minutes they buy. We have 2 kinds of costumers: the one that already have a mobile phone and the one that doesn't. The one that already have a phone will just buy the minutes and charge their phone. The other one that doesn't have a phone will buy a phone from our selection, and the phone will be in a full price - no subsidy like the other carriers. The cost of the phone will be cheaper comparing to the other carrier because of the reduction in other expanses (like salesman's, credit checks, advertising, etc.) As more minutes the customer will buy, the cheaper rate he will have per minute. The minimum minutes a costumer can buy are 200 minutes. There will be no
RED BULL History and Marketing Strategy.
Red Bull History: Chaleo Yoovidhya, the self-made Thai billionaire founded T.C. Pharmaceuticals. In the 1970s, it was first introduced in Thailand under brand called Krating Daeng, or Red Bull in English. It was popular among Thai truck drivers and laborers. Chaleo then co-founded a company in 1984 with an Austrian partner who helped turn Red Bull into a global brand. The creation of Red Bull was inspired by the tonic drinks category of Japan and a drink in Thailand called Krating Daeng. Dietrich Mateschitz, an Austrian entrepreneur, developed the Red Bull Energy Drink brand. Mateschitz was the international marketing director for Blendax, a toothpaste company, when he visited Thailand in 1982 and discovered that Krating Daeng helped to cure his jet lag. Between 1984 and 1987, Mateschitz worked with TCBG Pharmaceutical (a Blendax licensee) to adapt a flavor and marketing strategy for the European market. At the same time Mateschitz and Chaleo Yoovidhya founded Red Bull GmbH; each investing $500,000 of savings and taking a stake in the new company. Chaleo and Dietrich each held a 49% share of the new company. They gave the remaining 2% to Chaleo's son Chalerm, but it was agreed that Mateschitz would run the company. The product was launched in 1987 in Austria, in a carbonated format. In 1992 the product expanded to international markets: Hungary and Slovenia. It entered
Analysis of an Online Business - Amazon
The Internet has been available for public service since 1983. With it’s rapidly expanding popularity, the number of internet users has quickly risen to over fifty million in a four year period (Bingi, Mir and Khmalah, 2000). One of many advantages of Internet use is the potential and accessibility as a tool for electronic trade. Electronic commerce also known as e-commerce, can be referred to as the purchasing and retailing of products or services over an electronic system. It is increasing at an exponential rate. Credit Card Company ‘Visa’ reports the amount of internet use has increased rapidly from $600million in 1996 to $13 billion in 1999 and is expected to reach $100billion by 2003 (Tedeschi, 1998; Anderson 1997). Future business transactions seem to be transforming from in store shopping to online shopping (Kotler, 2000). Amazon.com was the first company who recommend books from in-store into the World Wide Web (Machlis 1998; Munk, 1999). The Economist (2000) noted the name ‘Amazon’ has become increasingly popular with e-commerce and it is one of the few brands recognised in the whole world. It is also the most visited site in the USA and top two or three in the UK, France, Germany and Japan. According to the book ‘Jeff Bezos: the founder of Amazon’ written by Ann Byers (2006). The company ‘Amazon’ was incorporated in 1994, in the state of
Think of cosmetic or personal care product that you could do without during the GFC and decreased income. Did you discontinue using products, or did you switch to a cheaper brand? Explain why or why not.
The Lipstick Effect Questions . Think of cosmetic or personal care product that you could do without during the GFC and decreased income. Did you discontinue using products, or did you switch to a cheaper brand? Explain why or why not. Shiseido is always my first choice among facial care products even though GFC or income decreased. There are several reasons to continue using Shiseido without switching to a cheaper brand. Firstly, a used brand reduces functional risk, physical risk, financial risk, social risk, psychological risk and time risk. Secondly, it has a number of unique advantages (POD): long history (since 1940s) (Shiseido, 2012); good reputation in Asia market; leadership in Asian cosmetic market (Roll, 2012); meet Asian’s needs better than most western brands. In general, Shiseido is more like a ‘masstige’ brand than a luxury brand, and it strike a balance between the premium quality and appropriate price. 2. Which luxury brands do you think will survive the GFC without substantial drops in sales? In other words, which brands are crisis proof. Provide rationale and support for your recommendation. In this case, one strategy for luxury brands to survive from rough financial times is developing ‘masstige’ brand. Masstige brand, which combined mass and prestige, means offering the original brand at affordable price or launching a new product line
South West Train - Customer Satisfaction 2012
________________ Hoang, Thi Phuong Chi ID: 25776282 ________________ CUSTOMERS’ SATISFACTION Spring 2012 Report Student name : Hoang, Thi Phuong Chi Student ID : 25776282 . SUMMARY This report is commissioned to identify the changes in customers’ satisfaction with the facilities provided by South West Trains, to find out areas to be developed and ways to improve the areas. The survey draws attention to the fact that more than 50% of the passengers felt happy with the station atmosphere. Besides, except for the staff availability, the overall staff performance could satisfy many customers; however, customers on peak time journeys showed less satisfaction than those on off-peak journeys. The report then evaluates these facts and concludes that the company could enhance the level of passengers’ satisfaction with facilities/services, car-parking facilities and staff availability by considering these following suggestions: . Upgrading unqualified facilities/services 2. Rationalising car-parking facilities 3. Improving staff quality and quantity 2. INTRODUCTION This report is based on the National Passenger Survey which is conducted by Passenger Focus. 2,334 customers were polled between 28th January and 30th March 2012 on a 100-station scale. By examining 35% of the returned questionnaires on the topic of customers’ satisfaction
Market Segmentation Case Study - The Failed Business Class Airline Silverjet.
Name: Dang Tuan Tung School: Foreign Trade University, Hanoi Essay Fallen Star Market segmentation strategy is one of the most important business strategies that will determine the success or failure of a corporation or an organization. It has been proven through reality business. There are many companies reaping huge success with reasonable and proper market segmentation. On the contrary, a great deal of companies failed as they have made improper market segmentation. Take airlines Silverjet for example, we will understand deeply how important of market segmentation with the success or failure of a company. Before discuss and explore the success and failure of Silverjet, we should know much more information about airline market segmentation. The typical segmentation bases that used by airlines is geographic and psychographic segmentation. And most major carriers flying domestic of international routes have three basic types of segment. They are economy, business and first class passengers. Each class has its price and quality of services in the order respectively: Economy class, Business class and First class. Back to Silverjet, here is some information about it. Silverjet Aviation Limited was established in 2004 by Lawrence Hunt – a successful businessman. The airline secured two Boeing 767-200 aircraft in August 2006 and began its all-business class service from
Marketing report Absolut Vodka
Marketing & Communications (Resit) Report: ________________ Table of Contents ‘Absolut’ Introduction ‘Absolut’ Marketing Mix Analysis The ‘Absolut’ product ‘Absolut’ Pricing ‘Absolut’ Distribution ‘Absolut’ Promotion Recommendations & Conclusions References Synopsis This report is a brief endeavour to analyse the success of ‘Absolut Vodka’, a leader in the spirits market over a century beginning with its production in 1879. The critical success attributes of Absolut have been analysed with focus on its promotional ingenious within its marketing mix elements. ‘Absolut’ Introduction Absolut Vodka was introduced to the world of spirits in 1879 and today enjoys the status of being the third largest alcohol brand in the world competing with the likes of Bacardi and Smirnoff (AbsolutVodka, 2012). Currently, Absolut Vodka is produced and distributed by the V&S group which was acquired in 2008 by Pernod Recard, a French beverages producer. Currently, Absolut Vodka is distributed and sold in almost 126 nations the world over. Absolut Vodka is distilled in Åhus distilleries in accordance with the Swedish tradition reputed to be four hundred years old (AbsolutVodka, 2012). Today, Absolut enjoys the reputation of being the most popular imported vodka in the United States having
Explore the market segmentation strategy pursued by Silver Jet and speculate about the cause of its failure. Was it bad marketing, weak financing or bad timing?
Full name: Nguyen Dinh Khoi Student code: 1105033002 Course title: Integrated Business – Phase 1 Lecturer’s name: Mr. Hoang Anh Duy. Dr. Nguyen Thu Thuy. Date: November 6, 2012 Assignment Assignment task: You explore the market segmentation strategy pursued by Silver Jet and speculate about the cause of its failure. Was it bad marketing, weak financing or bad timing? My assignment: Doing business on aviation industry is always operates the opportunities and interested profits to the investor who wants to take a chance on this potential market. However, it is not only the safety invest sector but also challenge the investor with many threated and hapless when they want to be success. It is also effect by marketing strategy and business factor such as market research, market segmentation and economic situation. This essay will discuss about the market segmentation of one well-known airline and aims to examine the possible reasons behind the company collapse. In the modern life, the aviation industry has a rapid development. Flight has known as the most convenient transportation. There are three main of segmentation bases are economic, business and first- class typically used by global airlines. Economic class is the most popular seat in flight which target on passenger who have the usual demand as traveling. In a similar way, economic class also designed for
Brand me. What do people do with self-branding ideas?
Brand Me, Brand My Career .0 Introduction Most of people, consciously or unconsciously, have put self-branding strategies into practice, including myself. This essay mainly talks about how personal brand will benefits for my future plans. Firstly, the essay will analyze the definition of ‘Brand Me’, and then followed by how people have already done with the self-branding skills. Subsequently, it talks about what are my future plans and how can my plans profit from personal brand approaches. 2.0 The definition of ‘Brand me’ As nowadays, the working environment is changing radically, people have to brand themselves in order to cope with these varying circumstance. However, it is essential for us to understand the definition of ‘brand me’ in the very beginning. The word ‘brand’ refers to making a label or a token, so, logically; ‘brand me’ means to give yourself a special label. More specifically, personal branding also connects with managing your reputation, style and skill (C. Wright, 2009). 3.0 What do people do with self-branding ideas? Personal branding has already helped lots of people to tackle many complicated problems, such as setting up life aim, utilizing their own advantages, even more important, people have learnt how to redesign their image and prove their worth (D. Clark, 2011). As for me, in the past, I was able to use quite a few piece
Analysis and Development of Porter's Five Forces Model.
Introduction Since Michael Porter first developed the five forces model (see the detailed model in Figure 1) in the 1970s (Bamford & West, 2010), the model is applied to assess attractiveness of a specific market and industry through looking at the five competitive forces: the entry of new competitors, the threat of substitutes, the bargaining power of buyers, the bargaining power of suppliers, and the rivalry among existing competitors (Porter, 2004). Thus, this model is an important concept which merits the attention of all practising senior managers, while it is still necessary to do the further development of the model so that the model could be applied more effectively in the real business environment and marketing (Grundy, 2006). In the following part, primarily, historical development, critical analysis and the practical application of the original Porter’s Five Forces Model are described logically. After that, through new approaches, a further development of five forces model by Grundy (2006) which is beneficial for most organisation to analyse the industry market rather than the original model which can only help some company to analyse the market in some certain situations. Original Model of Porter’s Five Forces: Historical Development, Critical Analysis and Practical Application Historical Development Before Michael Porter developed Five Forces Model, some