Marketing Plan

Campbell Soup Marketing Plan

Implementing a new product (chicken nuggets W/veggies) to the existing company of Campbell Soup. Keeping nutrition, the health, well-being, and good eating habits of children in mind. I Situation Analysis The situation being addressed in this plan is the lack of nutritional chicken nuggets that are aimed at the audience of children that consume them, more so than adults. Some sellers of nuggets choose to make theirs with dangerous, hazardous chemicals, while others although nutritional, are not incorporated with vegetables or organic vegetables.

Most consumers, are unaware of many of the dangerous and harmful chemicals of which our children are consuming by eating some businesses chicken nuggets.. Market Summary Campbell soup is the largest soup maker in the world. In the United States alone, it maintains nearly a 70 percent market share, and it holds market-leading shares in Canada, Germany, Australia and France (Vaults Scoop, 2010). Campbell is a very profitable company with an operating margin that exceeds its industry average.

During the last twelve months its total sales were $736. 00 million, which is a very acceptable gross margin, 9. 08 percent of total sales (CUPS, Food Major Diversified, 2013). The company’s sales growth has come from either acquisitions or new line extensions, not from the organic growth of its existing products . The acquiring of Pilothouse Farms contributed to 8 percent of the company’s sales growth, while the organic sales growth of 1 percent was unfavorable offset by foreign exchange rate.

This was not a good growth strategy for Campbell and so their other initiatives would need to play out for the company to see continued growth in the future (Divan Capital, 2013). As the consumer trend grows more towards healthier products, Campbell Soup has saw fit to oblige consumer requests. Due to consumer request over the past years, the reduction of sodium and MS in all of its soups, IV and in the Healthy Request product line has been an ongoing process.

Throughout the many years of the company growth, Campbell Soup Company has manufactured and marketed foods and simple meals, including soups and sauces, baked snacks, and healthy. Single or married, raising a family or not all of Campbell products can be purchased with one goal in mind, health and nutrition. The pricing of Campbell pop may be a little steep for some consumers, but after realizing the price is worth the taste, nutrition and health, the pricing doesn’t matter for the smart nutritional conscious consumer.

The production of Campbell Chicken Nuggets w/veggies will be focused on a younger generation that eat nuggets and need the nutrition, (organic and healthy) and the vitamin intake needed for their daily diet. Consumers are more health conscious today, and economically smart as to spending SWOT Analysts Marketing Plan By misguides that affect a company’s growth or existence.. Here are some of Campbell Soup Company’s SWOT analyses, which they have weathered through and still are able to maintain a stable, growing and marketable business for more than 140 years.

Strengths

Strong brand equity

Leading position in core category

Diversified geographic operations

Reducing debt burden

Robust financial performance

Re-focusing on core operations through divestment of some business units

Weaknesses

Revenues concentrated heavily on Wall-Mart (close to 15% of sales)

Revenues heavily concentrated in the US (around 70% of total revenue)

Opportunities

Emerging markets expansion

Higher demand for organic products Continued product innovation

US economic slowdown shifting consumer habits from restaurants to retail food stores

Threats

Private label growth ; customer acceptance

Increasing commodity costs

Associated with sexual pop culture humor, might affect business

Competitive Analysis

The company experiences worldwide competition in all of its principal products.

This competition arises from numerous competitors of varying sizes, including producers of generic and private label products, as well as from manufacturers of other branded food products, which compete for trade merchandising support and consumer dollars. As such, the number of competitors cannot be reliably estimated. The principal areas of competition are brand recognition, quality, price, advertising, promotion, convenience and service. (Disinvest, Cot. 1, 2008) If Campbell make the well needed decision to segment its market of making chicken nuggets (which this market plan will be proposing to them), and nuggets incorporated with veggies, its two biggest competitors in the nugget business would be Tyson and McDonald’s. Although neither company has yet to have processed nuggets with veggies, I’m sure if Campbell start the ball rolling, they will soon follow.

There are other companies that have nuggets with veggies, but they are no competitors of Campbell soup, due to the fact that Campbell in not in the nugget making business. Therefore, if besides McDonald’s and Tyson. I chose Tyson because of the natural quality of ingredients incorporated in the making of their nuggets, and I chose McDonald’s because of they are the worst makers and sellers of nuggets that I have recently discovered. Tyson Tyson Foods, Inc. (NYSE: TTS), founded in 1935 with headquarters in Springtail, Arkansas, is one of the world’s largest processors and marketers of chicken, beef and ark, as well as prepared foods (Tyson Foods, 2012). The company provides products and services to customers throughout the United States and more than 90 countries.

Tyson employs 115,000 Team Members at more than 400 facilities and offices in the U. S. And around the world. (Tyson Foods Inc. , 2012) According to the ingredient lists of Tyson, they use all natural ingredients in the making of their nuggets, which possess no chemicals, but are not incorporated with any veggies. Tyson is engaged in the production and distribution of chicken, beef, pork, prepared foods and related allied products. Tyson instills great emphasis on its mission statement which entails on marketing and producing high quality foods that adapt and fit to consumer lifestyles, and being a premier protein provider, while involving the industry best professionals.

McDonald’s McDonald’s was opened in the sass’s, by two brothers, Dick and Mac McDonald, originally as a bar-b-q restaurant, in San Bernardino, California. In pursing for new sales and customers, I would suggest that McDonald’s reconsider how it makes and sales it chicken Nuggets. I suggest that in all honesty it should allow the public to now pertinent information that is beneficial to young children and many adults that love the taste and pricing of it Nuggets.

McDonald’s Chicken Nuggets Ingredients: McDonald’s nuggets ingredients consist of white boneless chicken, water, food starch-modified, salt, seasoning [tautology yeast extract, salt, wheat starch, natural flavoring (botanical source), safflower oil, dextrose, citric acid], sodium phosphates, natural flavor (botanical source).

Battered and breaded with: water, enriched flour (bleached wheat flour, niacin, reduced iron, thiamin monitored, riboflavin, folic acid), yellow corn flour, bleached wheat flour, food starch-modified, salt, leavening (baking soda, sodium acid pyrophosphate, sodium aluminum phosphate, monomaniacal phosphate, calcium lactate), spices, wheat starch, dextrose, corn starch. These nuggets are then prepared in vegetable oil (Canola oil, corn oil, soybean oil, hydrogenated soybean oil). While using many ingredients that are not harmful and nutritious, McDonald’s also uses many chemicals that are harmful to us all such as: TPTB (tertiary butyl hydrogenous), which is a form of lighter fluid which the FDA allows food processors to use sparingly in foods. TPTB is considered to be its most alarming chemical as being derived from petroleum, and is sprayed directly on the nugget or inside the box “to help preserve freshness”.

TPTB can cause “nausea, vomiting, ringing in the ears, delirium, a sense of suffocation, and collapse. Another harmful chemical to the consumers of anti-foaming agent. Denationalization is a polymer composed of alternating silicon and oxygen atoms and having two methyl groups attached to it ranging from oils to plastics (Dictionary. Mom, 2013). Product (Service) Offering The product, of which I will be attempting to introduce to Campbell Soup Company, which is a well-known family brand business, is chicken nuggets w/veggies.

My purpose of introducing my product to this particular company is because it is well-known for its health and nutritional values. For over 140 years Campbell has made itself known throughout the world for these values. The nuggets w/veggies will offer a different variety and value to their already growing market. Others than soups, Campbell offer other name brand products including snacks, pastries, meals and juices. I would like for my product to become one of Campbell well-known nutritional and healthy products. Keys to Success In becoming the world’s most successful soup marketing industry, Campbell has three main and new keys to success. Winning in the community – mentoring to other consumers and producing soups that are specified for women consumers, who make up about 80 percent of the buying power of Campbell products

Winning in the marketplace – By incorporating world-class employee engagement for women and men

Winning in the workplace

Better connecting with female consumers, by allowing them to become intricate performers within the company and its market Accomplishing these keys to success sets Campbell goals of diversifying the workplace with more women, and giving them better, innovative careers. This allows them to become leaders and coaches, and make decisions as company Coos and company presidents globally. Their ideas for the community and the marketplace are very welcomed, as they are Campbell biggest consumers (The Inclusion Paradox, April 21, 2010) Campbell Soup Company is the world’s leading soup maker and a global manufacturer of high quality, branded foods. Their $8 billion portfolio is focused on three core areas for success

• Simple meals
• Baked snacks
• Healthy beverages

Critical Issues

Campbell and well as any other organization, business, or manufacturing industry deals with many critical issues.

Campbell have Health Research and Advocacy Bodies

• Nutrition and labeling standards
• Clinical research
• Industry partnerships
• Wellness strategies
• Impacts on policy changes Communities and No’s (Spell out MONGO)
• Critical local needs – hunger, obesity, youth, support services in our communication
• Strategic partnership priorities: Heart health, obesity, sustainable agriculture, diversity
• Volunteerism and giving Governments, Policy Makers
• Regional priorities
• Trade policy implications
• Health, wellness and nutrition policy

With the success of Campbell marketing strategies, its increasing nutritional values, and health conscious commitments to its consumers, Campbell has become one of the leading Fortune 500 Companies. Campbell is continuously inventing ideas and ways for self-improvement. The introduction of the Nuggets W/ Veggies would help them to become much more popular in the eye of the consumers, children and parents. Although they have been in business for more than 140 years, I believe they still have many more to go.

Marketing Strategy The marketing strategies that I would introduce to the Campbell Soup Company in regards to implementing Chicken Nuggets w/veggies to their product line, would be carried out by counterclaiming the new product on public television during children’s cartoon and educational programs. I would also attempt to involve First Lady, Michelle Obama in helping to push the product because is helping in fighting obesity in today’s children and for the nutritional value of children’s foods and school lunch programs. PBS channels, which are mostly government funded, would be notified and asked for their participation in ways of introducing the product to many parents and young children, geographically. Campbell would really have no issue in targeting it’s intended audience, but the more the product is introduced to the children, hopefully the more the children and parents would want to purchase it.

I chose these strategies and forms of advertisements because they would make the target audience more aware of the necessity of nutritional values in children foods and insure them of becoming more aware of better and nutritional eating habits. I would like for my product to become the consumer’s choice for children of all ages, as well as being profitable for the company. Campbell Chicken nuggets w/veggies will be the resource of nutrition, value and taste in many homes and stores. Mission Campbell mission state is: To build the world’s most extraordinary food company by nourishing people’s lives everywhere, every day (Anonymous, 2013 par. 1).

Marketing Objectives With Campbell being a successful, innovative, and global company, my marketing objectives for this product are to:

• Obtain an estimated gross margin of at least 5% each month for the company
• Generate an additional average sales of $500,000 each day
• Increase in quarterly sales $1,000,000
• Realize an annual growth rate of approximately 35% by the year 2014

Financial Objectives

Growth percentage by market segment

• A growth rate of 35% by 2014, approximately $5,000,000 in total revenues
• Per day average of approximately 14,000

Target Market

My target market consisted of working parents, male and female, between the ages of 24-45, with small school age children between the ages of 6-14. These are meals at home and at school. Their incomes are modest incomes, less than $40,000 annually, so there are no finances to waste on restaurants or take-out meals. A lot of consideration is taken in shopping for these meals, as they sometimes venture outside of the living are (zip codes 46402-46407), in order to purchase a better quality of foods, yet sometimes more expensive.

As a result of the survey given, these parents were more likely to purchase the Campbell brand nuggets, in opposition of the competition, when they learned of the organic vegetables and the nutritional values instilled in this company’s brand. Positioning For the consumer that is health and nutritional conscientious and wishes to bring Hess values to its home, Campbell may be the best brand chicken nugget w/veggies for selection. The pricing will be competitive aimed, and packaged in a variety of sizes to meet the consumer’s family size need. In producing a more nutritional based nugget, the company has also taken into consideration the customer taste. For the consumers that have valued the Campbell quality and taste of their products for many years, the nuggets will be of no exception.

Unlike some competitive brands that give you a better price, or better taste and no nutritional value, with Campbell hickey nuggets, you will get the taste and nutrition at Just the right price. Strategies Campbell main objective is to produce a product which would capture the minds of the children or young, where nutrition is of the most importance, and of the minds of the parents who are the consumers of the product.

Campbell four main marketing strategies are:

1 . Company uniqueness

2. Competitive advantage

3. Adjusting to market conditions

4. Trends and changes.

Strategy #1 – Company uniqueness – Campbell is already unique, due to the fact that it has been in business for more than 140 years, and is a highly profitable equine in the food industry.

A company whose primary revenue is gained from the producing of soups, Campbell is now going out on the competitive edge of becoming one of the best producers of chicken nuggets. This product is unique because it will be:

• Made with vegetables
• Packaged in children’s TV character bags ( in order to draw the attention of the children)
• Focusing on the importance of healthy eating and fitness among the
• Using instrumental figures (ex. – Michelle Obama and her health programs young on obesity in children), and healthy weight conscious celebrities (ex. Jennifer Hudson), among others Strategy

#2 – Competitive advantage – One of the most important objectives of producing this product is to reach as many today’s youth as possible.

With a product that is focused on health and nutritional values of children of all ages, this product will have a greater competitive advantage by not only putting the product in the markets, but

• Introducing the product to the school lunch programs, globally
• Promoting the importance of nutrition for education
• Offer redeemable coupons with each package over a particular size package

Marketing Mix introduced to the company and has not yet been processed or developed, it does not have a marketing mix. The marketing mix being presented to you is one formed of its competitors, McDonald’s nuggets.

Product: McDonald’s chicken nuggets were introduced to the market with intent of capturing the audience of small children.

The nuggets come in the form of a “happy meal” as to draw the attention of children. The packaging is in small foldable boxes, decorated with different types of children TV cartoon characters or children’s storybook characters. There is also a free gift or toy with each purchase of the happy meal. The meals are a derivative of 4- 6 chicken nuggets.

Place: McDonald’s strategically places its restaurants in locations near highly populated shopping areas, as to get the attention of families will small children, and strategically placed throughout cities for more accessibility. They have even placed their restaurants within stores for more convenience and agility for parents and profitability for McDonald’s.

Promotion: McDonald’s promotion features are very noticeable. Every child and everybody know the big yellow “m” is affiliated with McDonald’s. Along with their memorable McDonald’s song, its commercials, sales upon, 2-for-2 deals, scratch games, and Ronald McDonald, McDonald’s has prospered due to the promoting and advertising of its products. These promotions and advertising strategies have captured the attention and taste buds of all ages. But the promotion of the “happy meal” w/chicken nuggets captured the small children of all ages. Price: The pricing determinants of the McDonald’s chicken nuggets are priced according to the customer’s perception of value.

Quality, brand, economics/ affordability, and integrity are all important factors in the determination of pricing of its nuggets and other products. Market research In conducting the market research for the new product of “chicken nuggets w/ veggies to be introduced and processed by the Campbell Soup Co. , I would first have to do research to find out if here are any other companies that have already produced this product and what geographical areas have marketed this product, if already produced. The research would need to be done locally and globally, to keep in touch with all other competitive that may have your idea in mind. I would need to do surveys in designated areas to know where the product would be more accepted and marketable.

These surveys would depend on the locations of economic values, consumer wants, needs and demands, preferences (qualitative and quantitative), not only for now but also for the future. The data collected from demographics and buying trends of consumer surveys would be an important impact on whether or not Campbell would consider the idea of producing the product. Also, in consideration of introducing this product to school lunch programs, it would be of great importance to include school age children and school administrators in the surveys, as well as all government officials involved. A qualitative research would need to be done as to consider the taste and texture of a new product.

The information in this part will prove useful later in the plan as a point of reference for material that will be introduced (e. G. , may help explain pricing decisions). In cases in which there are separately operated divisions or SUB, there may also be mission statements for each.

Purpose of the Marketing Plan

The main body of the Marketing Plan often starts with the planner providing the rationale for the plan. The tasks associated with this section are to (Length: 1 paragraph): Offer brief explanation for why this plan was produced o e. . , introduce new product, enter new markets, continue growth of existing reduce, yearly review and planning document, etc. Suggest what may be done with the information contained in the plan o e. G. , set targets to be achieved in the next year, represents a departmental report to be included in larger business or strategic plan, etc.

Organization Mission Statement

For larger firms this may already exist in a public way (e. G. , found in annual report, found on corporate website) but for many others this may need to be formulated.

The organization mission statement consists of a short, finely-honed paragraph that considers the following issues (Length: 1 paragraph): Identifies a stable (I. E. , not dramatically changing every year), long-run vision of the organization that can answer such questions as:

Why is the company in business?

What markets do we serve and why do we serve these markets?

In general terms, what are the main benefits we offer our customers? 0 e. G. , a low price software provider may state they offer “practical and highly affordable business solutions”

What does this company want to be known for? What is the company out to prove to the industry, customers, partners, employees, etc.?

What is the general corporate philosophy for doing business?

What reduces/services does the company offer? In developing the vision presented in the mission statement consider: o Company History 0 How company started and major events of the company, products, markets served, etc.

Resources and Competencies

Consider what the company currently possesses by answering the following: By remember

What is special about us compared to current and future competitors (in general terms do not need to mention names)? What do we do that gives us a competitive advantage?

Consider the questions above in terms of:

people, products, financial position, technical and research capabilities, readership/supply chain relations, others

Environment

Consider the conditions in which company operates including:

physical (e. G. , facilities), equipment, political regulatory, competitive, economic, technological, others

Part 2: Situational Analysis

The situational analysis is designed to take a snapshot of where things stand at the time the plan is presented.

It covers much of the same ground covered in the Preparing a Market Study tutorial, so those preparing a Marketing Plan should check this out as well. This part of the Marketing Plan is extremely important and quite time consuming. For many, finding the metric needed in this section may be difficult, especially for those entering new markets. Anyone in need of numbers should look the Data Collection: Low-Cost Secondary Research tutorial, which may offer ideas for inexpensively locating the numbers Marketing Plan writers may need. Read about

For those who can afford to spend to locate marketing metrics, the Data Collection: High-Cost Secondary Research tutorial will also be of value. The situational analysis covers the following key areas Current Products Current Target Market Current Distributor Network Current Competitors Financial Analysis External Forces Analysis: Current Product(s) May be able to skip this section if plan is for a new product and no related products exist. Provide detailed analysis of the company’s product(s). (Length: 1-2 pages).

Describe the company’s current product(s) offerings in terms of:

Product Attributes

Describe the main product features, major benefits received by those using the product, current branding strategies, etc.

Pricing

Describe pricing used at all distribution levels such as pricing to final users and to distributors, incentives offered, discounts, etc.

Distribution Describe how the product is made accessible to final users including channels used, major benefits received by distributors, how product is shipped, process for handling orders, etc.

Promotion

Describe promotional programs and strategies in terms of advertising, sales promotion, personal selling and public relations, how product is currently positioned in the market, etc.

Services Offered

Describe support services provided to final users and distributors before, during and after the sale Analysis: Current Target Market(s) correctly takes a great deal of customer-focused research. (Length: 2-3 pages). Describe the target market approach: o What general strategy is used to reach targeted customers?

For information So Paulo is one of the biggest cities in the world with and estimated population of 11 million residents. Chronic Tacos priority is open um restaurant in a busy Mall and Street Stores with looking for a different Marketing target. Looking by this marketing plan national and international investors can understand why is able to invest in the Brazilian marketing. The objectives of the franchise is create a presence of a Mexican food in Brazil being the first in fast food style. Establish market share among fast food chains and to expand nationwide.

Focus on quality, low price, and excellent customer service are the ingredients that made us a successful of sales and combine with a huge market in So Paulo it will be one step for the future success of the company. Description of Product / Service. Chronic Tacos is a fast food Mexican restaurant which born in 2002, New Port Beach, California. The idea is serve a made-to-order Mexican food, with all fresh ingredients and full of flavor mixing with a sporting environment, serving beer, wine, pool tables, DC and huge TV’s. Basically the customers are adults under thirties at night and all GE during day time.

After three years in 2005 after successful sales in New Port Beach, they open a second restaurant in Huntington Beach, California, famous for surfboard and young adults. In 2006 the first franchise opened in San Clement. After eleven years, Chronic Tacos has more than 30 locations in USA and count with 4 locations in Vancouver, Canada. Basically the service and product serve are related with a Texas-Mexican food such as Tacos, Burritos, Quadrilles, Tattoos and Flaunts, Tortes, Salads, Nachos, pop, beer, wine and specials drinks.

The restaurants serving woo options of rice, white lime and Spanish rice, three kinds of beans, black, brown and refried Beans. For meats they call by proteins and they are: Carne SCADA – Grilled Beef Pool Soda – Grilled Chicken Ocarinas – Slow Cooked Pork AY Pastor – Sweet and Spicy Pork Shrimps – Grilled or Beer Battered Fish – Grilled or Beer Battered The cold bar is served always fresh as hot bar and is included for the customer order: cheese, onions, cilantro, limes, guacamole, fresh salsa, spicy and medium salsa, lettuce, cabbage, sour cream, spicy mayonnaise and Jalapeños.

All the plates are done by the ideas of the customer. 2. Features and Benefits to the customer. The great benefit of Chronic Tacos is always serving a fast, fresh and homemade food. Cheap and a delicious meal It can attract customers at lunch time who wants a quickly and health food. Night customers can enjoy premium beers and share plates before or after going to night club. Street stores can provide DC to give a aspect of pub and change De environment and atmosphere Catering services is also available. 3. Proprietary Issues. Chronic Tacos will be the unique TEX-mix fast food in So Paulo.

Everything on cold bar is included. Fresh and made upon order. Generous servings Serving Beer Open for Breakfast, Lunch and Dinner. Restaurant and bar on Street Stores. Source: Bloomfield, 2010. Source: Futurology, 2010. 4. Modifications needed. Amah for recipes with fish. It is typical in north pacific but really expensive fish in Brazil (South Atlantic) and the most commonly used in So Paulo is the dogfish. Ingredients as Tomlinson and Spices Must to be imported at first time to make sure the same taste it will be the same if you buy in California.

Rationale for Selection of Country and / or Market. 1 . Describe the Target Market for the company and product. Chronic Tacos has focus in customers at lunch time and dinner, especially customers from night clubs, in So Paulo, Brazil the target market it must to be the same customers, day time (shop mall) Family and night time (street restaurant) for young adults that can enjoy good food and music (hip-hop, electronic music). The Franchise has focus in give to the customer’s good quality of food in a low price.

In shop mall the intent is to meet all the social classes, but in street stores at night intend to looking for young adults, median and high classes who want spending money in alcoholic beverage. 2. Why is this appropriate market for the company and product. So Paulo is the biggest city in Brazil with 11,8 million residents and the urban area has 19,8 million of population that represent 10% of population of Brazil. 2 Continuing with data So Paulo has more than fifty five center mall, and has the largest hub of shopping centers in the country.

Brazil has a total of 609 shopping centers with a total in sales of R$ 114 billion (2012)3 . The average monthly rate in 2012 was 472 million people. Reasons why people go to shopping centers in Brazil: By Age Visit 17-24 25-34 35-44 45-54 55 Buy 37% 8% Ride Leisure 4% 5% 3% 2% Services 7% source: ALOHAS 2012. The night life in So Paulo is also a big market and it has a total of 15,000 bars and Pub, 13,000 restaurants and 2,000 night club which can be sold alcoholic beverage 24 hours a day. Usually night life in So Paulo starts to cool down at 5:00 am.

Franchise is a typical way for North American companies expand their markets and widely used by fast food and restaurant chains. According with Trade Start (2013) there is two concerns about operate a franchise abroad. The business model must be unique or different with a strong brand already agonize in the home country. Chronic Tacos working with the franchise system since 2006 with successful of sales in all outlet. Between 2004 and 2011 the number of Brazilian traveling to US increase 292%, from 385,000 to 1,508,000 and the top cities are Miami, New York, Los Angles and Lass Vegas. The people in Brazil are addict to the American culture, in cloths and food. Legal/Political/Cultural Impact The franchise will work under the foreign country law and in this case So Paulo, Brazil. Chronic Tacos must register the name in So Paulo, this register is one security to protect the trade mark and brand. The franchise must to get license from Health Inspection for operate legally. It must to respect the time of work hours of each employee by labor laws. There are specific laws for people who work at night and weekends earning extra wages.

Brazil is a democracy that contributes for the growth of the companies with government rules and regulations. It was not possible to find cases of nationalization of companies by Brazilian government. Companies do not need be afraid of appropriation by the government. One problem that affects companies and the population is the high tax that everyone has to pay to the government. At least seven kinds of tax must to be paid, as four federal tax and state and city tax, import and income tax. All this tax can reduce drastically the profit of the companies.

Rice, beans, beef, chicken and sea foods are present in the Brazilian diet. Brazil is a country with a society that absorbs the North America Culture as we can see, Burger King, Mac Dona’s, Nikkei, Pizza Hut, Subway are example of success sales in So Paulo, Brazil. Brazilian are friendly and they are always willing to try new flavors and especially new environments. The People in So Paulo don’t have too much time and a fast food is the first option for save money and time. After work it is really common “happy hours” with the co-workers and customers try to find new places with good food, nice music and drinks.

Brazilian passions are: Soccer, Women and Beer. Pricing / Promotion Mechanisms. 1. Product. Chronic Tacos will introduce in Brazilian marketing different kinds of Mexican dishes with modification by American Culture specifically California. Pops and alcoholic drinks will be available on both type of stores and serving beer at shop malls stores and beer and sophisticated drinks at street stores. For promoting the dishes it will offered to the customers. The company has emphasis on extreme sports.

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Available accessories include a microphone, piano, headphones and add-on controllers (such as a Joystick) for video gaming. If you look at “children’s culture” books, DVD’s, toys and more there is an enormous degree of crossover from one product category to the next. Disney, for example, makes a Little Mermaid movie, then a doll, then a series of books, then a TV series, and so on. Just about every major children’s franchise goes totally multimedia. The pad is yet another media, and one that integrates elements of several others.

The Kid Tough pad will spark a revolution in children’s culture. The Kid Tough pad will be the No. 1 most requested holiday and birthday gift by everyone under the age of 18, and especially under the age of 12. Starting this year, kids will learn to read, write and count on pads. They’ll watch TV, movies and cartoons on ‘Pads. They’ll do social networking, play games, and even color in virtual coloring books. By the time these kids reach middle school, they will have been using multitude user interfaces almost every day for eight years or more.

The Kid Tough pad platform will prove irresistible to everyone parents, content providers, and especially the kids themselves. 5 Keys to Success Kids and young adults Just don’t read books-?digital, paper, e-ink, or otherwise-? the way adults do. And most kids don’t own Kindle e-readers, so they’re not going to want the Kindle Fire. What kids want is to get their hands on their parents’ pads. This probably explains why we’re seeing a glut of child-oriented tablets being announced for sale this holiday season.

From a business point of view, the pad represents not only another media to cross-sell into with existing and future brands and characters, but it’s one that can be sold into via a subscription model. Publishers, broadcasters, and other education and entertainment companies that focus on kids will go nuts with pad APS. 2. 6 Critical Issues A price point of $399. 99 to 499. 99 could seem a little price to parents. The ability to et the product into schools will be a key factor to the overall success of the product and could make or break the venture.

If parents and teachers aren’t convinced of the value that the product provides then the Kid Tough pad wont be able to be launched nationwide. * Product (or service) – Children’s Tablet * price – 16 KGB $299 and 32 KGB $399 * Placement – Target and Wall Mart stores in New York City Billboard, Radio and TV * Promotion – Internet, Parents are increasingly handing Web-connected tablets to their kids. Flowing with that trend, several companies are working to create online havens for children ND to make money while doing so.

While a new tablet launch isn’t breaking news anymore, there’s one that’s unlike any other yet to be released-?it’s a full-fledged mobile computing device for kids ages three to 10 that lets them play educational games, watch videos from providers such as PBS and National Geographic for Kids, as well as engage in social activities like e- mail and vivid up tasks. Eh mail It also NAS a “Mommy mode” so parents can use it to do grown- But what makes the Kid Tough pad markedly different from other tablets is kids can’t accidentally (or intentionally) land on unsanitary sites or interact with people not proved by a parent.

The move is part of a growing trend of companies trying to profit by keeping kids safe online, and not Just through traditional parental controls or security monitoring that can screen things like sexually explicit sites. And this inclination by Apple to make its ISO kid friendly platform available on a tablet only makes sense considering the tendency of parents today to offer children a mobile device to keep them entertained in the car, on the train, or during a siblings soccer games. The only problem is tablets are also a conduit to the Internet-?not exactly the most ideal place for a preschooler to hang out.

Even so, parents want the freedom to walk away and do other things while their children are engaged with APS, games and Web interfaces. That means they’re looking for kid-friendly tools that are not only entertaining and educational, but safe as well. Works Cited ACS Demographic. (2010). Retrieved September 15, 2012, from U. S. Census Bureau: http://facilitated. Census. Gob/faces/tabernacles/SF/pages/productive. XHTML? ISRC=back Soars, L. (2012, September 14). Kid-worthy tablet choices. Retrieved September 1 5, 2012, from Product Topic: http://www. Countermeasure. Com/blob/kid- worthy-tablet-choices

let is among the top three broadsheets in the country, by circulation, along with the Philippine Daily Inquirer and the Manila Bulletin, with thermopile’s newspapers trailing far behind. Data from the Nielsen Media Index or the first quarter of 2008 show that the Philippine Star is the most read broadsheet in the Philippine capital of Metro Manila, with a Monday-to-Saturday readership of 47. %. As of the last semester of 2007, the Media Index also showed that the Star is the number one broadsheet among the ABACI socio-economic class, with 47. 3% of the market, up from 35. 7% the previous year. [1] A separate survey by the Nielsen Media Research – Print Advertising Information Service, which monitors print advertising placements, shows that in 2007, the STAR received the lion’s share of advertising expenditure among all other Philip The Philippine Star is a daily English- language broadsheet newspaper based in Manila in the Philippines.

It has the most subscribers of any newspaper in the Philippines and serves as one of the country’s newspapers of record. Owned and published by Phillips Daily, Inc, it was founded on July 28, 1986 by veteran Journalists Max Sliven, Betty Go-Belmont and Art Boreal in the wake of the DEEDS People Power Revolutionize broadsheets. It reports that UP. 97 billion worth of advertising went to the Philippine Star, followed by UP. 8 billion for the Philippine Daily Inquirer, and Pl . 35 billion for the Manila Bulletin.

Marketing Situation- Filipino STAR Nagoya, a newspaper published in the national language; Freeman, Zebu’s oldest English language newspaper; Banal, a Marketing Plan By Judicatories in the Philippines and the region. From its modest beginnings in August 2000 as the online edition of our banner publication, The Philippine STAR, Phillips. Com has grown in content and reach over the years. On our 10th year, we offer our readers a ewe and improved site with easier navigability, better-organized news content, as well as more interactive tools and features.

Our goal remains the same – to keep Filipinos, wherever in the world they may be – in tune with the events taking place in the Philippines and in synch with the needs and trends of the times and in touch with the rest of the world. Competitive Situation- Filipino Star Nagoya (USN) has, over the years, become a leader in the tabloid market in more ways than one. Two of the most compelling reasons for its dominance are its circulation as well as advertising reference. Errantly one of the top two tabloids in the country, USN also leads all tabloids in advertising with a dominant 32. 18 percent share (display and classified ads) in a five-way tabloid market. Aside from its web presence and international distribution, USN is officially the first local tabloid, together with its sister tabloid Pang-Mass, or PM, to have an app (please search tunes for Filipino Star Nagoya or Pang-Mass). The free APS enable the STAR tabloids to better reach readers outside the Philippines. Macro Environment Situation-

Marketing Plan To establish a successful marketing plan it is imperative for marketing teams to research and evaluate the product being introduced, pricing, promotions, and placement. The product chosen for this marketing plan is called “Emotion Lotion” manufactured by Galleria. “Galleria has an outstanding reputation in the dermatology community for its commitment to the research and development of new dermatological solutions” (Galleria, 2008, Para. 1). In addition, the company is widely known for their production of Unuttered and Cataleptic products.

The marketing plan for Emotion Lotion will consist of the following components: brief ascription of the product, analysis of the market in which the product will be introduced including size, demographics, and competitors, along with an analysis of the marketing strategies that will be used to introduce the product including pricing, promotion, distribution, and sales support. L. Description of Emotion Lotion The new product “Emotion Lotion” being introduced into the market is suitable for both males and females.

The lotion is manufactured to improve the health of skin as well as stimulate emotions through the use of fortified vitamins, essential minerals, and invigorating scents. The lotion is hypo-allergenic to prevent any side effects on the skin, and graceless for better absorbency. The lotion will provide a hydrating sensation as if the skin were being massaged without touch as it absorbs thus, stimulating the skin and emotions. Therefore, it is an essential product to introduce in the market. II. Market Analysis The market analysis consists of selecting a targeted market for the new product.

The targeted consumers for the product will be youth, teenagers, and adults. Since the lotion promotes healthy skin; teenage and adult females from the middle-class will e the main focus of the company. The reason for the selection of such market is that the lotion will be in the price range of them and contains the qualities preferred by females. A. Consumer Demographics Profitable business depends on consumers therefore, the analysis of size and demographics of the market is essential for this new product. Demographics are statistics that measure aspects of population such as size, growth rate, age, distribution, religious composition, and literacy levels” (Solomon, Marshall, & Stuart, 2008, p. 204, Para. 5). The selected market in the United States has a large population f middle-class teenage and adult females with very good educational and growth levels, along with a large pool of educated and skilled females. Therefore, the segment targeted is quite large because it covers almost all ages, gender, and ethnicities. B. Consumer Chirography’s Healthy skin has become a very important aspect of physical beauty in the current era.

Consistent hydration of skin has become a trend of all ages, young and old, from time of birth through adulthood. Aside from beauty, skin care has become an important part of maintaining personal hygiene. In addition, it is common to hear people complaining upon noticing patches of red, rough, and dry skin. These days, Marketing Plan 2 By unconscionable varieties of lotions available on the market that differs depending on types of skin with special specifications according to age and gender. With this in mind, Emotion Lotion has an advantage over other lotions because it has all the key elements consumers want from a lotion.

The lotion is produced for use by children and adults with every type of skin. However, this product will specifically catch the attention of female consumers. By purchasing this product, there is no need for additional lotions o be purchased for other family members. Furthermore, there will be no questions asked if this lotion is suitable for one’s skin, and no fear of wasting money from purchasing lotions that cannot be used until containers are emptied because of flaws such as not hydrating skin well, making skin unhealthy, or drying skin out.

Emotion lotion contains safe ingredients that will care for skin and keep it looking healthy and beautiful. Furthermore, consumers will only need one lotion for the entire family and that will cutback budget expenses for skin care. C. Consumer Behaviors When discussing consumer behaviors of products, lotion is not categorized different from other products. No matter the newness of a product many consumers prefer to try the product and compare it against others first before deciding which product is superior.

For choice of lotion, many consumers prefer lotions with organic and nutritional content healthy and nourishing for skin. An additional characteristic preferred by women is that lotions make their skin feel silky to the touch. According to the Dermatome weeping, 2010, “Caldera’s Unuttered lotions are specially remunerated using only ingredients that have been repeatedly tested and shown to be non-irritating to a wide variety of skin types. ” In comparison, Emotion Lotion’s content base will reflect the needs of consumers by providing a formulation of natural ingredients to improve the quality of skin.

Therefore, the production of an exceptional lotion that exceeds expectations of consumers is expected to have repeat buyers throughout the entire marketing life of the product as long as it proves to be superior over other lotions. D. Segmentation Essentially, segmentation identifies subsets of buyers within a market who share animal needs and who demonstrate similar buying behavior. The world is made up of billions of buyers with their own sets of needs and behaviors. “Segmentation aims to match groups of purchasers with the same set of needs and buyer behavior, such a group is known as a “segment” (Solomon, Marshall, ; Stuart, 2008, p. 03). Since Emotion Lotion will be endorsed for universal use regardless of age, gender, and type of skin therefore, the determination of segmentation will depend on the different availabilities of the product. Therefore, Emotion Lotion will be made available in packets, Jars, small bottles, and large bottles with pump action. E. Competitors The new lotion has several competitors in the market. Major competitors consist of: Suave, Johnson ; Johnson, Elizabeth Arden, Avon, Curer, and Baseline.

Emotion Lotion will have a competitive edge since the product will be available for purchase in stores in the United States, Mexico, and Canada and through BBC e-commerce. Galleria is a well-known competitor for its sales of therapeutic lotions. Therefore, consumers will recognize the brand; with a large consumer base, brand quality, and product quality of the brand, Emotion Lotion will have a competitive advantage over other competitors. Ill. Marketing Strategies Analysis rumination, distribution, quality, and sales support of the product for market introduction.

The company will establish a flexible pricing strategy to accommodate various target markets. Production costs of the product will also be evaluated before pricing the product. The marketing strategy is a process that evaluates effective steps to market the product successfully. A. Pricing Pricing a product consists of assigning a value that entices consumers to purchase the product. Strategies associated with pricing a product include production costs to ensure the company will profit from expenditures assessed during the production ND promotion processes of the product.

For example, one of the most often used pricing strategies is cost-plus pricing because it is based on cost and is determined by adding an additional percentage to the company’s cost when marketing the product. “Demand-based pricing is another strategy used when companies base the selling price on estimated sales volume or quantity of sales to market the product in various markets at different prices” (Solomon, Marshall, & Stuart, 2008, p. 352, Para. 3). Other pricing strategies based on demand consist of target costing and yield management pricing.

Additional pricing strategies are based on competition and consumer needs. However, Emotion Lotion will use a skimming price strategy because it is based on new-product pricing. “A skimming price means that the firm charges a high, premium price for its new product with the intention of reducing it in the future in response to market pressures” (Solomon, Marshall, & Stuart, 2008, p. 355, Para. 4). A skimming price will be effective in marketing Emotion Lotion since the company has high expectations of the product taking the market by storm.

With anticipation of numerous consumer sales this pricing strategy will provide the many the option to lower the price if sales start to dwindle because of competition. B. Promotion Discounts and deals, increasing industry visibility, price-based consumer sales promotions, and attention-getting consumer sales promotions make up the key components in sales promotion techniques. “Coupons, magazine ads, TV advertisements, billboards, publicity releases, and personal selling tactics make up many forms of promotions that companies use to promote their products” (Solomon, Marshall, & Stuart, 2008, p. 9, Para. 3). The discount and deals promotions consist of manufacturer offers at a discounted rate. Merchandising and cash allowance are two types of discount and deal promotions. On the other hand, to influence distributors and retailers on placement and stock decisions companies increase the industry visibility. Programs such as trade shows and promotional products are the most common promotions used to increase industry visibility. Whereas, price-based consumer promotions consist of refunds, rebates, coupons, and price deals.

Attention-getting promotions consist of contests, samples, point-of-purchase sales, sweepstakes, and product placement. When introducing Emotion Lotion into the racket, Galleria will use the point-of-purchase strategy as their advertising campaign by creating an in-store display that features Emotion Lotion. The following steps will initiate a creative advertising campaign: indemnify the targeted market, create budget objectives, create an advertising campaign, create the advertisement message, and choose the media type and schedule. First, to indemnify the targeted prospective consumers.

Second, to create budget objectives the company needs to calculate the production costs, product cost, and potential advertising costs of the marketing campaign. Third, to create an advertising campaign the company needs to promote facts about the product to reach the targeted market effectively. Fourth, to ensure the product is successfully represented in the targeted market they need to create an advertisement message. Finally, the company needs to choose an effective media type and schedule. Therefore, Galleria will use TV commercials, newspaper ads, magazine ads, and internet ads to promote Emotion Lotion.

C. Distribution Distribution is a key strategy to marketing a product. Therefore, Galleria will distribute Emotion Lotion to retailers throughout the United States, Canada, and Mexico. Emotion Lotion will be sold in specialty, general merchandise discount stores as well as BBC e-retailing. “General merchandise discount stores appeal to price conscious consumers who want easy access to a wide variety of merchandise because they sell products at low prices with minimal service, and dominate outlet market” (Solomon, Marshall, & Stuart, 2008, p. 514, Para. 2).

BBC e-retailing will also be beneficial to the distribution of Emotion Lotion since it is rising in popularity among consumers who want to shop from the comfort of their own home and have the products delivered to their door. By using BBC e-retailing, Galleria will reduce over-head costs that are associated with business. D. Sales Support An effective sales support strategy will also increase sales of the company. Therefore, Galleria will evaluate and develop sales promotions using this strategy. The company will also research competitor products to improve on Emotion Lotion’s effectiveness.

In addition, the company will also develop marketing communication materials to support the sales strategy. The purpose of sales support strategies is to collect current data on prospective consumers to support marketers business placement, consumer support, and segmentation. According to many marketing experts integrating marketing communication (MIMIC) is a key component to a successful marketing strategy. Therefore, Galleria will use this process “to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to consumers” (Solomon, Marshall, ; Stuart, 2008, p. 76, Para. 3). MIMIC is a process to build and maintain long-lasting relationships with consumers by using promotion tools to fulfill consumer needs. During the development of the MIMIC plan there are various steps that an organization must take cause it is an extremely detailed and comprehensive process. “Companies that understand the power of MIMIC will utilize all marketing communication tools, from advertising to packaging, to send consumers a consistent and persuasive message to promote company goals” (Solomon, Marshall, ; Stuart, 2008, p. 387, Para. 3).

An effective MIMIC plan consists of several steps: meet with clientele, research the existing marketing environment, evaluate and understand marketing strategies, and evaluate vital concerns facing the company. After the research and evaluation processes are complete, the company will begin the development stages of the product. In conclusion, a successful marketing plan will consist of an analysis of the market to include; size, demographics, competitors, along with an analysis of marketing strategies to include: pricing, promotion, distribution, and sales support.

Emotion ages, race, and genders. The company will use a new-product pricing strategy, skimming price, since the company has high expectations of numerous consumer sales. In addition, Galleria will offer coupons in magazines, newspaper ads, and through BBC Websites when introducing Emotion Lotion into the market. The company will also complement their advertising campaign by using the point-of- arches strategy to create an in-store display that features Emotion Lotion. The advertising campaign will also consist of television ads, newspaper ads, magazine features, and Internet promotions.

Maker Joe McClellan Western Governors University Introduction Company G is introducing a new product in the small kitchen appliance line fox products. The product encompasses many of the qualities found in many other Company G products in terms of reliability and style. It is the 201 5 XX Soup Maker Blender. It is a new innovation in small kitchen appliances. Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronic solutions. ” The Product The XX Soup Maker is the elite of all small kitchen appliances.

It is made from the highest quality steel and fine metal elements available on the market. It combines both the blending capabilities of a blender with the heating technology of a slow cooker. The XX Soup Maker is fully capable of heating food in less than 2 minutes for superior convenience. It provides XX Soup Maker owners with features offered in no other small kitchen appliance. The XX Soup Maker is the most versatile blender Shopper will make comparisons through research of similar products and competitive brands and will make the purchasing decision to the buy the XX Soup Maker after such research.

The brand awareness of Company G combined with the highly regarded reputation of Company G would allow for early success of XX Soup Maker. Along with product placement in the top 4 major retail chains would solidify the XX Soup Maker as the new core product in the small kitchen appliance market. The XX Soup Maker would be the primary small kitchen appliance product according to the 3-way consumer product classification system. XX Soup Maker is a product of convenience in that if combines features often found in two separate small kitchen appliance such a crop pot and blender and places those features into one appliance.

This innovative combination allows XX Soup Maker users extraordinary convenience. Target Market The target market for the XX Soup Maker will be females of all race, ages 34 to 63 years old. They are women in families with a combined income of $50,000 or more a year that care about their family’s food nutrition intake. The product will be geographically favored by southern women and culturally by rural women that customarily cook family meals. They are women that big fans of should television programming such as the Food Network.

Competitive Situation Analysis Analysis of Competition using Porter’s 5 Forces Model Porter’s 5 Forces model will help in determining the threats that may be present now and in the future. Porter’s model will help determine company product decisions and opportunities regarding the marketing plan. TEX Enterprises is a small appliance competitor of Company G and the biggest competitor entering the 201 5 year. TEX has a large development and research department that could eventually undermine the technology advantages Company G has obtained.

This threat is considered high and direct and will continue to encourage continued technological development from Company G. Threat from New Entrants The small kitchen appliance market currently has no new entrants or the threat of no new entrants. Company G’s testing, technology, and production process that is very efficient. This efficiency in the production process allows for profitability and cannot be easily replicated. The necessary investment into production infrastructure further complicates the threat of new entrants. Threat from Buyers Buyer power is currently low.

There are no relative substitutes currently on the market or in production to enter the market. Buyer price sensitive is low because there no comparable small kitchen appliances to compare the XX Soup Maker. Company G has a differential advantage, the XX Soup Maker a uniqueness in the small kitchen appliance market. Threat from Suppliers A shortage in raw materials to make the steel and fine metal elements of the XX Soup Maker could propose a threat from our supplier. The threat is considered insignificant, but it steel and fine metal market will be continuously monitored.

Threat from Substitutes There are competitors currently producing blenders. None of the current comparable product. The possibility for a suitable substitute is considered low. Most companies do not have the financial resources available for the development and research of such a superior technological product. SOOT Analysis An analysis to evaluate the internal and external both weaknesses and strengths of Company G and the new XX Soup Maker has been conducted. Overall, Company G and the XX Soup Maker appears to have significant internal strength and manageable weaknesses.