Marketing 501: Product Differentiation
|
|
- Giles Lane
- 7 years ago
- Views:
Transcription
1 Marketing 501: Product Differentiation Jon Seltzer, The Food Industry Center Megan Tweed, West Africa Trade Hub Development of Organic Agriculture, Certification and Trade in Africa June 1-4, 2010 Accra, Ghana Jonathan (Jon) Seltzer Phone: (952)
2 Product Differentiation Where does your product fit? What is unique about your product? What do you want consumers to remember about your product?
3 Product Opportunities 3 Major Opportunities Ingredients Finished Goods Bulk Finished Goods Commodities Niche products (ex: Organic Mango)
4 Target Market Targeting strategy is the selection of the customers you want to buy your product. The decisions involved in targeting strategy include: which segments to target how many products to offer which products to offer in which segments
5 Target Market You do not need to target all consumers. However the segments that you do target need to be sufficiently large to support: Production Promotion
6 Right Sizing Match supply and demand How large of a market can you supply and promote to? Will that market retail target value your product(s)? Is your target market segment large enough to satisfy your needs?
7 Selection and Right-Sizing Ingredients: High-Volume, High Quality Ex: Baobab Powder Bulk Finished Goods Commodities: High-Volume, High Quality Ex: Rice Niche products: Lower-Volume, High Quality Ex: Organic Dried Mango Finished Goods: Lower-Volume, High Quality Ex: Cooking Sauces
8 Segmentation The objective of segmentation: Segmentation is the basis to identify and understand need and forecast demand. The closer you can get to the final consumer the better you can forecast demand. Reaching large segments is expensive and imprecise.
9 Segmentation Effective segmentation can be the basis to establish a competitive advantage. Day-in-day-out, segmentation is probably the best source of a competitive advantage. However, segments change! What does segmentation mean to you?
10 Segmentation Segmentation can be based on: Traditionally Demographics Geography Occupation Increasingly Attitudes Lifestyles
11 Differentiation Strategy The objective of this strategy is to develop a position that potential customers will see as unique. If your target market sees your product as different from the competitors', you will have more flexibility in developing your marketing mix.
12 Product Differentiation Is your product unique in its destination market? Modify your product for the export market (local product vs. export product) Formulation Packaging Modify for different export markets (ex: US vs. Europe)
13 Non-Price Competition A successful product differentiation strategy will move your product from competing based primarily on price to competing on non-price factors. *It is VERY difficult for West African products to compete on price
14 Non-Price Competition Product characteristics Distribution strategy Promotional variables Selling your story Working with small holders
15 Differentiation Has a Positive Impact Reduced price elasticity: Consumers may become willing to pay a premium price for the differentiating factor/s. Reducing directness of competition: As the product becomes more different, categorization becomes more difficult and draws fewer comparisons.
16 Implications Pursuing a differentiation strategy requires advertising and production expenditures. However the benefits are significant. When customers value the your offer, they will be less sensitive to aspects of competing offers, including price. Differentiation makes customers in a given segment less sensitive to other features (nonprice) of the product.
17 How to differentiate? Strawberry Jam vs. Baobab Jelly
18 Even Commodity Products. Organic Dried Mangoes from Burkina Faso in Starbucks! Unique Story Organic Taste Social Impacts: # of Farmers # of Jobs Created
19 What is Marketing? More than just billboards Branding Website PROMOTIONS Promotional expense must be built into your product cost!
20 Branding Tell Your Story
21 Website Your window to the world. LOW COST marketing
22 Promotions Look to promotions that put product on the shelf. Retailer sells to obtain their money. Manufacturer obtains retail presence. Manufacturers costs are lower than cash. Role of in-store promotions. Three quarters of purchasing decisions are made in store. Most shoppers go to the store looking for yogurt or juice not specific brands.
23 Product + Packaging = Promotion Variable expense of raw product + Variable expense for processing labor + Variable expense for packaging = Promotion expense
24 Trade Promotions in the U.S. Over a third of Consumer Packaged Goods volume is sold on promotion in the U.S. Both manufacturers and retailers have made it very clear that feature ads, displays, and temporary price reductions are a huge part of how goods are sold in the grocery, drug and mass merchandiser channels. Tom Pirovano, Director of Industry Insights, The Nielsen Company
25 Trade Promotions in the U.S. Food and beverage manufacturers spend about 16% of their gross sales on trade promotions. On average, trade promotions represent 60% of a manufacturer s advertising and promotion budget with the remainder divided equally between consumer promotion and media advertising.
26 Achieving Product Differentiation The Marketing Plan is the vehicle to implement the company s strategies with the marketplace. The Marketing Plan tells management, suppliers and distributors how the company will go to market.
27 What is Marketing Planning? The Marketing Plan answers 7 questions. What do you want to achieve with your marketing? How will you meet your goals? (hint: Stress benefits.) Who is your target market? What tools will you use to reach your target market? What makes you different from your competition? What is your identity (who are you to your customers)? What is your daily implementation schedule?
28 Do You Know Your Product? As part of your marketing plan, the Product Section provides buyers: Details on your products. Product comparison to competitors. All of the supporting materials commercial customers will need to purchase the company s products.
29 Product Section Do you mean business? If a company is serious they have precise product descriptions (packaging, labeling.) The company knows the competition and how the products are different. And, management has the program to sell through.
30 Product Section To Do List: Product Specification Sheets Labels/ Nutritional Information Product Cuttings/ results, with pictures. Updated Sales Literature Ordering Procedures Distributors, Brokers, Agents, etc.
31 Product Section Include appropriate information on new products. Mindful of the low success rates of new products overall, why will these new products succeed? How will new products be used to replace or complement existing products? Why is this good news? New products reinforce a company s commitment to the business. Make sure the right people know the company s intentions.
32 Have You Analyzed Your Market? How large is the market for the company s products? Who are their customers? Where are they? What motivates them? Successful marketing communication requires specific messages for specific customer segments.
33 Market Analysis Section Quantify! You are not ready if you do not know the size of the market (Rand/ Euros/ Dollars per week/ year) and who is purchasing the products when and why. These are estimates, however a number is needed. -- Why?
34 Bottom-line What s in it for Me? Pricing What is the basis for the prices the company will charge? Cost Competition What will the margin be at these prices for: Resellers The company
35 Getting Started Shortfall of many plans: Look at the business from the perspective of the company itself rather than the final consumer and resellers. Define competitors too narrowly. Rely too much on resellers. Expect too much from consumers.
36 Tools and Tactics Consumer Research Visit Grocery Stores Whenever Possible (at least once per year) Looking in consumers shopping baskets. Looking at the shelves. Listening to retail customers. Listening to sales floor store employees.
37 Tools and Tactics Look at your web site and the four most successful companies in your space. Update your web site frequently. Tell a story. Strive for engagement/ embrace feedback. Have fun!
38 Thank You!
Evaluating the Potential of Success for Value-Added Products
Extension W040 Evaluating the Potential of Success for Value-Added Products Complete these tools get a broad assessment of the potential of value-added market success. Project Partners This project was
More informationSPECIALTY FOODS MARKETING WHAT S IT ALL ABOUT?
SPECIALTY FOODS MARKETING WHAT S IT ALL ABOUT? Shermain Hardesty, UC Davis Ag Economics & UC Small Farm Program Specialty Crop Block Grant Program MARKETING IS ALL ABOUT. Market research & planning Target
More informationMarketing: Mastering the Process
Marketing: Mastering the Process Course Description This course teaches you key components of marketing strategy and tactics including: identification, analysis and selection of target markets; development
More informationCanada s Organic Market National Highlights, 2013
Canada s Organic Market National Highlights, 2013 IN LATE 2012, THE CANADA ORGANIC TRADE ASSOCIATION LAUNCHED THE ORGANIC MARKET RESEARCH PROGRAM, THE MOST COMPREHENSIVE STUDY OF CANADA S ORGANIC MARKETPLACE
More informationCanada s Organic Market National Highlights, 2013
Canada s Organic Market National Highlights, 2013 IN LATE 2012, THE CANADA ORGANIC TRADE ASSOCIATION LAUNCHED THE ORGANIC MARKET RESEARCH PROGRAM, THE MOST COMPREHENSIVE STUDY OF CANADA S ORGANIC MARKETPLACE
More informationABC s of Selling 10th Edition. Charles M. Futrell
ABC s of Selling 10th Edition Charles M. Futrell Chapter 5 Sales Knowledge: Customers, Products, Technologies McGraw-Hill/Irwin ABC s of Selling, 10/e Copyright 2009 by The McGraw-Hill Companies, Inc.
More informationMarketing Strategy for Start-Up Businesses or New Product Launch
Every business owner should develop a written guideline that sets forth the business's marketing strategy. This document is used to judge the appropriateness of each action that the business takes. If
More informationMSU Product Center Strategic Marketing Institute. The Market for Orange Juice Challenges and Opportunities. Getachew Abate
MSU Product Center Strategic Marketing Institute Working Paper 2-102605 The Market for Orange Juice Challenges and Opportunities Getachew Abate MSU Product Center For Agriculture and Natural Resources
More informationLesson 3: Direct Marketing of Agriculture Produce
Agricultural Marketing Resource Center Value-added Agriculture Profile Iowa State University November 2007 Lesson 3: Direct Marketing of Agriculture Produce Funding was provided by the Agricultural Marketing
More informationSegmentation, Targeting, and Positioning
Segmentation, Targeting, and Positioning What We Learn? Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for segmenting
More informationTom Serwatka, Business Advisor MV Small Business Development Center SUNY Institute of Technology serwatt@sunyit.edu 315-792-7557
Tom Serwatka, Business Advisor MV Small Business Development Center SUNY Institute of Technology serwatt@sunyit.edu 315-792-7557 1 Objectives of Presentation To walk you through the steps needed to create
More informationSkills Knowledge Energy Time People and decide how to use themto accomplish your objectives.
Chapter 8 Selling With a Strategy Strategy Defined A strategy is a to assemble your resources Skills Knowledge Energy Time People and decide how to use themto accomplish your objectives. In selling, an
More informationProduct Marketing Manager
Product Marketing Manager We have an opening for a Dallas based Product Marketing Manager who will lead all product & market strategies designed to reach aggressive sales targets. Specific responsibilities
More informationEVALUATION AND MEASUREMENT IN MARKETING: TRENDS AND CHALLENGES
EVALUATION AND MEASUREMENT IN MARKETING: TRENDS AND CHALLENGES Georgine Fogel, Salem International University INTRODUCTION Measurement, evaluation, and effectiveness have become increasingly important
More informationMonitoring the Online Marketplace
Market Track s Actionable Insights Monitoring the Online Marketplace Developing a plan to stay on top of fluctuations in products and pricing online Key Questions Do you know how your products are priced
More informationGuide to Market Research and Analysis
The Orangeville & Area Small Business Enterprise Centre (SBEC) 87 Broadway, Orangeville ON L9W 1K1 519-941-0440 Ext. 2286 or 2291 sbec@orangeville.ca www.orangevillebusiness.ca Supported by its Partners:
More informationWhat this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing
Effective Marketing What this topic is about The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing What is Marketing? The process of identifying,
More informationBUSINESS PLAN TEMPLATE MANUFACTURING
BUSINESS PLAN TEMPLATE MANUFACTURING COVER SHEET (This highlights how you can be contacted. numbers and email addresses listed are operational.) Ensure that telephone 1. Identify the Business 2. Identify
More informationExecutive Cover Memo. The Allround brand is in a favorable position, but the cold medicine is also becoming a
Executive Cover Memo The Allround brand is in a favorable position, but the cold medicine is also becoming a cash cow. I believe that Allround needs to increase its unit sales with both grocery stores
More informationEssential Guide for Business Plan Creation Basic 12 step guide for executing a successful Business Plan
Essential Guide for Business Plan Creation Basic 12 step guide for executing a successful Business Plan EBP Business Plan Designer Written by Matthew Parfitt EBP International Sales Executive The Essential
More informationMARKETING 26 THE ROAD TO THE CONSUMER
26 THE ROAD TO THE CONSUMER Insurance. In setting up any kind of business you will need to consider several types of insurance coverage, including 8 : General business liability, including product liability
More informationSelling Incentives 101
Selling Incentives 101 What You Have to Know to Sell Incentive Programs A seminar presented by the Incentive Marketing Association www.incentivemarketing.org What you will learn: Identify the basic applications
More informationThe National Organic Market
The National Organic Market Growth, Trends & Opportunities, 2013 November 2013 by Shauna MacKinnon Canada Organic Trade Association Research supported by: The Canadian Organic Market: Growth, Trends &
More informationMkt501 final term subjective Solve Questions By Adnan Awan
Mkt501 final term subjective Solve Questions By Adnan Awan Question No: ( Marks: 3 ) How public relations are helpful in creating goodwill for organizations? ANSWER Corporations use marketing public relations
More informationHOW THE GAME IS CHANGING: BIG DATA IN RETAIL
BRICK MEETS CLICK BIG DATA UPDATE, 4Q 2013 HOW THE GAME IS CHANGING: BIG DATA IN RETAIL We ve been tracking retailing professionals experiences and attitudes toward big data regularly over the past two
More informationAgricultural Marketing. Direct Marketing Strategies and Opportunities. Commodity or Niche? MARKETS DEFINED
Direct Marketing Strategies and Opportunities Mykel Taylor Assistant Professor Dept. of Agricultural Economics NCKS Commercial Enterprises Conference February 25, 2012 Agricultural Marketing Commodity
More informationSAMPLE BUSINESS PLAN TEMPLATE <<COMPANY LOGO>> <<COMPANY NAME>> BUSINESS PLAN. <<Prepared by: >> <<Date>>
SAMPLE BUSINESS PLAN TEMPLATE BUSINESS PLAN Table of Contents Page Confidentiality Agreement ii 1) Executive Summary 1 2) Company Description
More informationIn-Store Merchandising Innovation
In-Store Merchandising Innovation Table Stakes or Differentiators? June 12, 2013 1 Overview Today s webinar highlights merchandising insights and opportunity areas identified as a component of Food Retailing
More informationCollaborative CRM Workshop. 02 Partner Alignment & Project Objectives
Collaborative CRM Workshop 02 Partner Alignment & Project Objectives 1 Collaborative CRM 2005 02 Partner Alignment & Project Objectives Copyright ECR Europe 2005. All rights reserved. Version 7.0 June
More informationBlackblot PMTK Marketing Review. <Comment: Replace the Blackblot logo with your company logo.>
Company Name: Product Name: Date: Contact: Department: Location: Email: Telephone: Blackblot PMTK Marketing Review Document Revision History:
More informationMarket Research. Objectives. Basics of Marketing Research Identifying Your Customer Marketing Research Tools 12/7/2015
Market Research Shannon Dill Extension Educator University of Maryland Talbot County 410 822 1244 sdill@umd.edu Objectives Basics of Marketing Research Identifying Your Customer Marketing Research Tools
More informationClavis ecommerce Information Quality Insight. Survey uncovers missing, inaccurate and incomplete brand information on leading ecommerce sites.
Clavis ecommerce Information Quality Insight Survey uncovers missing, inaccurate and incomplete brand information on leading ecommerce sites. Clavis Technology Clavis Technology has undertaken a comprehensive
More informationRetail Analytics The perfect business enhancement. Gain profit, control margin abrasion & grow customer loyalty
Retail Analytics The perfect business enhancement Gain profit, control margin abrasion & grow customer loyalty Retail Analytics are an absolute necessity for modern retailers, it empowers decision makers
More informationDISTRIBUTION CHANNELS
Distribution channels Factors influencing the method of distribution Activity 27 : ASOS and Place Distribution channels The place element of the marketing mix refers to where products are made available
More informationUsing Food Brokers in the Northwest
EM 8922 December 2006 $2.00 A Guide for New Manufacturers Using Food Brokers in the Northwest J.A. Beaman and A.J. Johnson Contents A professional at sales...1 Types of manufacturers represented by brokers...3
More informationAnalysis of through-chain pricing of food products (Summary version) Freshlogic 24 August 2012
Analysis of through-chain pricing of food products (Summary version) Freshlogic August 0 Introduction Objective This document has been prepared by Freshlogic as an internal briefing paper for Coles on
More informationBarco Marketing Case Analysis
Barco Marketing Case Analysis I. Position Statement: Over the past few months, many events have led Barco Projection Systems to be confronted with an important decision: Barco needs to continue its development
More informationUnderstanding consumers' trends on the purchases of dairy products Dr Cesar Revoredo-Giha
Understanding consumers' trends on the purchases of dairy products Dr Cesar Revoredo-Giha Event Date Improving health attributes of dairy chains workshop, Edinburgh, February, 2013 Outline of the presentation
More informationInventory - A current asset whose ending balance should report the cost of a merchandiser's products waiting to be sold.
Accounting Fundamentals Lesson 6 6.0 Inventory & Cost of Sales Inventory - A current asset whose ending balance should report the cost of a merchandiser's products waiting to be sold. The inventory of
More informationThe Power of Private Brands. Kit Vale Global Director March 19, 2014
The Power of Private Brands 1 Kit Vale Global Director March 19, 2014 2 3 Europe Outpaces the US in PB Share (all Categories) Private Brand Value Share by Country - CY 2013 Global Growth of Private Brands
More informationFresh Business Practices for Food & Beverage to Meet Today s Top 3 Issues
to Meet Today s Top 3 Issues Prepared exclusively for Sage Software by Industry Directions, Inc. www.industrydirections.com Table of Contents Intro...3 Appealing and Fresh... 3 Compliant and Safe... 4
More informationBecause of inherent tradeoffs between marketing mix elements, pricing will depend on other product, distribution, and promotion decisions.
10. Pricing Strategy One of the four major elements of the marketing mix is price. Pricing is an important strategic issue because it is related to product positioning. Furthermore, pricing affects other
More informationChapter 8 Customer Relationship Management Benefits of CRM Helps in improving customer retention and loyalty Helps in generating high customer
Chapter 8 Customer Relationship Management Benefits of CRM Helps in improving customer retention and loyalty Helps in generating high customer profitability through a steady flow of customer purchases
More informationChapter 2 Market Structure, Types and Segmentation
Market Structure There are a variety of differing market structures which are separated by the levels of competition that exist within each market and the market conditions in which the businesses operate.
More informationBeing Successful in Ontario s Organic Sector
Being Successful in Ontario s Organic Sector In 212 Ontario s organic market is worth at least $1 billion per year. That was the size of the entire Canadian organic market in 26! Indeed at 38% of the national
More informationExport Business Plan Guide
Export Business Plan Guide Table of Contents Introduction... 4 SECTION 01: CURRENT SITUATION ANALYSIS... 5 Company Overview... 5 Availability of Resources... 6 SWOT Analysis... 9 SECTION 02: MARKET ANALYSIS...
More informationK-12 Entrepreneurship Standards
competitiveness. The focus will be on business innovation, change and issues related to the United States, which has achieved its highest economic performance during the last 10 years by fostering and
More informationSecond Quarter 2014 Earnings Conference Call. July 24, 2014
Second Quarter 2014 Earnings Conference Call July 24, 2014 Safe Harbor Statement & Non-GAAP Information Safe Harbor Statement This presentation contains forward-looking statements within the meaning of
More informationIS YOUR MARKETING INVESTMENT DELIVERING EXPECTED RETURNS? October 2009
IS YOUR MARKETING INVESTMENT DELIVERING EXPECTED RETURNS? October 2009 Is your marketing investment delivering expected returns? Just ask Nielsen by Chang Park, Executive Director, Nielsen Analytic Consulting,
More informationBingo glossary marketing mix
Bingo glossary marketing mix The management process which identifies customer wants, anticipates their future wants and then goes about satisfying them profitably. Where the market has been divided up
More informationIncome Statement. (Explanation)
Income Statement (Explanation) Your AccountingCoach PRO membership includes lifetime access to all of our materials. Take a quick tour by visiting www.accountingcoach.com/quicktour. Introduction to Income
More informationLOCAL FOOD CONSUMERS: HOW MOTIVATIONS AND PERCEPTIONS TRANSLATE TO BUYING BEHAVIOR
1st Quarter 2010 25(1) LOCAL FOOD CONSUMERS: HOW MOTIVATIONS AND PERCEPTIONS TRANSLATE TO BUYING BEHAVIOR Yuko Onozaka, Gretchen Nurse, and Dawn Thilmany McFadden Emerging market demand for local foods
More informationCUSTOMER! ENGAGEMENT SURVEY RESULTS
CUSTOMER! ENGAGEMENT SURVEY RESULTS July 2011 Table of Contents Introduction Respondent Info 3 6 QUESTIONS: How would you rank an overall customer engagement strategy in comparison to other current priorities
More informationStarting A Food Business
UNIVERSITY OF ARKANSAS DIVISION OF AGRICULTURE Cooperative Extension Service Starting A Food Business DR. STEVEN C. SEIDEMAN Extension Food Processing Specialist (CES) DR. PAM BRADY Foods Specialist (IFSE)
More informationMarketing: Advertising and Sales Promotion
Marketing: Advertising and Sales Promotion Food Communication II Section G Communication Mix Strategies All of the information has been adapted from: Kotler P. Armstrong, G., 2004. Principles of Marketing.
More informationSAS. for Grocery. Empowering grocers to engage customers at every turn
INDUSTRY OVERVIEW SAS for Grocery Empowering grocers to engage customers at every turn The grocery industry has changed. To withstand the onslaught of growing competitive pressures, most grocers have embraced
More informationNon-personal communication
Week 8: Promotions Integrated Marketing Communications: advertising, Sales Promotion, Public Relations, and Direct Marketing Strategic Goals Of Marketing Communication Create awareness Build positive images
More informationInsights from McKinsey s Global iconsumer Research. Six Strategies to Win the Mobile Consumer Showdown
Insights from McKinsey s Global iconsumer Research Six Strategies to Win the Mobile Consumer Showdown iconsumer Maps Shifts in Digital Behavior Around the Globe This article is one of a series documenting
More informationSee also: http://healthyrecipes.oregonstate.edu/
See also: http://healthyrecipes.oregonstate.edu/ http://extension.oregonstate.edu/fcd/nutrition/ewfl/module_03/intro_02.php healthy recipes: http://healthyrecipes.oregonstate.edu/recipes Planning ahead
More informationWhen to Leverage Video as a Platform A Guide to Optimizing the Retail Environment
When to Leverage Video as a Platform A Guide to Optimizing the Retail Environment Contents S1 An Industry in Transition Over the past few years, retail has seen seismic changes in how the customer shops.
More informationBy Dr. John L. Stanton Professor of Food Marketing Saint Joseph's University jstanton@sju.edu
By Dr. John L. Stanton Professor of Food Marketing Saint Joseph's University jstanton@sju.edu But I know it is a lot! It makes no economic sense that the food industry would tolerate food wastes. Some
More informationCanadian Private Label:
Canadian Private Label: The Value Alternative 2011 Canadian Private Label: The Value Alternative Carman Allison Director of Consumer Insights, Nielsen Overview Open just about any cupboard in Canada, and
More informationChapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion
Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements Chapter 17 Promotional Concepts and Strategies
More informationFarm Direct Marketing. Susan A. Kelly
Farm Direct Marketing Susan A. Kelly Objectives Learn about the different types of direct marketing for small farmers Learn the challenges and benefits of the various direct marketing strategies Learn
More informationSuccessful Sales and Marketing Strategies
Successful Sales and Marketing Strategies Tim Hoerr Dennis Beard Don Elmore Mac MacGregor 1 Agenda Introduction: Dennis Beard Sales & marketing from a business development perspective: Tim Hoerr Marketing:
More informationJOB DESCRIPTION DEPARTMENT/ LOCATION:
JOB DESCRIPTION POSITION TITLE: Merchant Seasonal DEPARTMENT/ LOCATION: Sales & Merchandising JOB CODE: 4806 CLASSIFICATION: Exempt SALARY GRADE: 11 APPROVED BY: JOB FAMILY: JF 1 DATE: REPORTING RELATIONSHIPS
More informationBaked Products in South Africa
Feedback Baked Products in South Africa Food 2012 Baked Products Product Definitions Products Bread Rolls Speciality Breads Baked Confectionery Definitions This category is divided into white bread, brown
More informationMarketing s Four P s: First Steps for New Entrepreneurs
PURDUE EXTENSION EC-730 Marketing s Four P s: First Steps for New Entrepreneurs Cole Ehmke, Joan Fulton, and Jayson Lusk Department of Agricultural Economics Marketing your business is about how you position
More informationPLANNING FOR SUCCESS P a g e 0
PLANNING FOR SUCCESS P a g e 0 PLANNING FOR SUCCESS P a g e 1 Planning for Success: Your Guide to Preparing a Business and Marketing Plan This guide is designed to help you put together a comprehensive,
More informationMarket Intelligence and Risk Management
Executive Insurance Partners White Paper Increasing Profit and Reducing Risk in Florida Homeowners Insurance Opportunities and risks abound in the Florida homeowners insurance market. But many companies
More informationEconomics and Marketing Wines From Small Wineries. By William Gorman, NMSU
Economics and Marketing Wines From Small Wineries By William Gorman, NMSU The number of wineries nationwide has Quadrupled in the past ten years to about 10,000 in 2010 Only 2 percent of these wineries
More informationHow to sell on Amazon US. www.salesupply.com. Copyright 2008-2015 Salesupply AG, All rights reserved
How to sell on Amazon US www.salesupply.com 1 Introduction The US e-commerce market with its $456bn annual turnover and 196 million online shoppers is ranging at the global top. It is also a market which
More informationsupply chain STRONGER LINKS The Chain Linked History
The Chain Since the origins of Ontario s liquor laws, social norms have changed along with consumption patterns. Work places have changed, too, as have the variety and sources of beverages the LCBO sells.
More informationAC 234 ก 3(3-0-9) (Management Accounting)
ก ก ( ก.. 2551) AC 234 ก 3(3-0-9) (Management Accounting) ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก A study of the use of accounting information for management decision making, financial statement analysis,
More informationBusiness Plan Outline
Business Plan Outline Submitted To: The Community Development Transportation Lending Services, Inc., CDTLS Insert your Business Logo Here (if you have one) Insert Your Business Name Here Phone Number Here
More informationProduct-centric to Customer-centric: Why CRM is the Business Strategy for School Market Success
Product-centric to Customer-centric: Why CRM is the Business Strategy for School Market Success As the education market matures, companies seeking to sell to ever-moresavvy product and service buyers are
More informationMartec International. Understanding Retail E-Learning Course
Martec International RST66 Martec International is a leading consulting and training firm specializing in the retail industry. Its client base includes retailers from around the globe, technology suppliers
More informationTable of Contents CUSTOMER DEMOGRAPHICS... 2 MARKETING... 4 OPERATIONS... 7 FINANCIAL ANALYSIS... 11 RECOMMENDATION... 13 APPENDIX...
ABSTRACT This report provides an in depth comparative analysis between Walmart and Amazon with respect to each company s demographics, marketing, operations, and finance. The intent of this analysis is
More informationCUSTOMER SELF-ENGAGEMENT AND HOW THAT TRANSFORMS TELECOM RETAILING.
CUSTOMER SELF-ENGAGEMENT AND HOW THAT TRANSFORMS TELECOM RETAILING. A WHITE PAPER ON IMPROVING STORE PERFORMANCE. INTRODUCTION Retailers in North America and Europe that have already deployed MicroSigns
More informationBusiness-to-Business Marketing Introduction
Business-to-Business Marketing Introduction Antti Sihvonen Agenda 1. Introduction and practicalities 2. The case exercise 3. Main characteristics of B2B markets Introduction and practicalities Course objective
More informationNEXT WINNING AT THE SHELF: DRIVING NEW VALUE THROUGH OPTIMAL ASSORTMENT WHAT S BY STUART TAYLOR AND PHIL TEDESCO
WHAT S NEXT WINNING AT THE SHELF: DRIVING NEW VALUE THROUGH OPTIMAL ASSORTMENT BY STUART TAYLOR AND PHIL TEDESCO The shelf is perhaps the most important link in the value chain from manufacturer to retailer
More informationGuide to Effective Retail Merchandise Management A Step by Step Guide to Merchandising in a Retail Store
Guide to Effective Retail Merchandise Management A Step by Step Guide to Merchandising in a Retail Store By BizMove Management Training Institute Other free books by BizMove that may interest you: Free
More informationHow to Make Packaging & Point-of- Sale Work Together
How to Make Packaging & Point-of- Sale Work Together 10 Winning at retail E ach by Scott Young year, Perception Research Services (PRS) pretests several hundred new packaging systems prior to their introduction
More informationDelivering new insights and value to consumer products companies through big data
IBM Software White Paper Consumer Products Delivering new insights and value to consumer products companies through big data 2 Delivering new insights and value to consumer products companies through big
More informationPhysical/Digital Convergence: New Technology for Omnichannel Retail
Physical/Digital Convergence: New Technology for Omnichannel Retail Moderator Allison Enright Editor Internet Retailer Featured Panelist Nikki Baird Partner Retail Systems Research Speaker Jeremy Wilson
More informationMarketing your business
Marketing your business Business COACH series For the size of your business How to get started A step-by-step guide Business Coach series Marketing for enhanced profits Simply stated, marketing encompasses
More informationOn Customer Experience
On Customer Experience Benefits. Best Practices. Truth. Storyminers, Inc. All rights Reserved. 770.425.9830 mike@mikewittenstein.com On Customer Experience There s certainly nothing new about focusing
More informationCommunity Futures Management Consultant in a Box
Community Futures Management Consultant in a Box Strategic Business Planning Purpose of this Document The purpose of this document is to provide you with the process that a management consultant would
More informationINDUSTRY METRICS. Members of the food supply chain have. Eye on Economics: Do the Math. Private labels add up ROBERTA COOK, PH.D. Sharing Information
BY ROBERTA COOK, PH.D. Eye on Economics: Private labels add up Members of the food supply chain have competed in one of the toughest economic downturns in decades. Restaurants lost sales as did many fast
More informationCopyright by Dr. Edmund Prater, University of Texas at Arlington. Sub-segment 1.5 Strategy and its impact on Supply Chains.
Sub-segment 1.5 Strategy and its impact on Supply Chains. Competitive strategy can be covered in a full class on its own. The goal of this section is not to reiterate the entire basis and insights of strategy.
More informationMarket Analysis for Main Street
Ulster County Main Streets: A Regional Approach Ulster County Planning Department, 244 Fair Street, Kingston NY 12401 Why do we take a regional approach to Main Streets? There are many different approaches
More informationBringing on New Local Niche Meat Producers
Working with Local Niche Meat in Retail Settings Bringing on New Local Niche Meat s A Visual Guide and Checklist While purchasing produce directly from farmers has become typical practice for some grocers,
More informationDistributor/Reseller Marketing A Riddle Wrapped in a Mystery Inside an Enigma
Distributor/Reseller Marketing A Riddle Wrapped in a Mystery Inside an Enigma 2006 Frank Lynn & Associates, Inc. All Rights Reserved 0 Distributor/Reseller Marketing Over the last 50 years, changes in
More informationmeet and exceed customer expectation not just on price Read the example of McDonald s outlined on Jobber, pages 11-12.
Customer value = Perceived benefits perceived sacrifice Or we can put this another way: the gain (acquisition of the product or service) must outweigh the pain of acquisition (cost, difficulty of obtaining
More informationMICHIGAN TEST FOR TEACHER CERTIFICATION (MTTC) TEST OBJECTIVES FIELD 036: MARKETING EDUCATION
MICHIGAN TEST FOR TEACHER CERTIFICATION (MTTC) TEST OBJECTIVES Subarea Marketing Foundations Marketing Functions Technology, Ethics, and Career Development Approximate Percentage of Questions on Test 40%
More informationSix Secrets to Simply Sell More Wine. Texas Wine & Grape Growers Association 2013 Annual Conference & Trade Show
Six Secrets to Simply Sell More Wine Texas Wine & Grape Growers Association 2013 Annual Conference & Trade Show Case Study: WHY SELL MORE WINE? Facts Winery X was selling 3,000 cases per year, virtually
More informationStarting a Value Added Food Business. In this guide, you will learn about:
A Guidebook of the Northeast Network of Immigrant Farming Projects Starting a Value Added Food Business In this guide, you will learn about: * Processing raw fruits and vegetables in to a finished product
More information