p raveena d analysis

PR Ad Analysis News paper.

1) Identify product/ service/ idea:

Name of product : Brand & Tagline : McDonald’s, So goodPrice : Rs.69USP : The yummy taste and cheap price. Major Competitors : KFCCurrent stage in Product cycle : Growth..

2) Market strategy:

Swot analysis on McDonalds.

Strength

1. McDonalds holds a very strong brand name worldwide2. They have large partnerships with other companies that provides them with their desired

products, this increases the goodwill of the company3. Socially responsible firms earn a good name in the market due to their projects they do to help

people, McDonalds is one the most reputed firms who are socially responsible4. It is said that McDonalds was the first food outlet to provide its customers with nutritional

facts5. Loyal employees and management and customers is their biggest strength6. McDonalds makes sure that cultural and regional barriers are kept in mind while providing

food to different countries7. Clean environment and play areas for children where they can enjoy their time

Weakness

1. The weakness that hits the list is the employee turnover rate. Every year many of their employees are fired out of the restaurant

2. McDonalds mostly advertises products and food items that targets children. You will notice that bill boards always display the advertisements of Happy Meal and any other deal that is ordered for the kids mainly

3. Health conscious people seldom complain that they do not provide us with the organic and healthy food. This becomes their weakness when they get in the complaints

4. They also face quality issue at times. This affects the business as they are running the outlet worldwide, if one franchise gets affected others also get a bad name

Opportunities

1. It can open up online services for their customers so that they can easily order their desired meals sitting at home

2. Discounts given on every food item may help them gain more customers

3. They can go for a joint venture with the retailers they work with4. They can introduce healthy hamburgers and healthy drinks for the people who are health

conscious5. In order to be environment friendly, they can use packing material which can be recycled later

or material that does not create pollution6. As McDonalds is a socially responsible firm, they can provide more benefits to the people

around7. It won’t be a bad idea if they introduce food items specially for breakfast

Threats

1. Emerging competition of similar outlets is becoming a problem for McDonalds2. Health issue also becomes a problem when it comes to food3. As it is a multinational food outlet, fluctuations in the currency of other countries becomes a

problem for such companies4. Recession in any country would definitely affect the whole outlet world wide5. These multinational companies take special care of the culture and traditions of the country

they plan to start the business6. People facing heart problems and obesity accuse McDonalds for not providing them with the

healthy food7. They have a threat of local food outlets in different countries8. McDonalds is operating in a fully fledged economy where competition is increasing day by

day therefore they should work effectively to overcome their drawbacks because of the recession.

Pest analysis

POLITICAL FACTORS

The international operations of McDonald’s are highly influenced by the individual country’s

policies enforced by each government. For instance, there are certain groups in India, Europe and the

United States that clamour for state actions pertaining to the health implications of eating fast food.

They have indicated that harmful elements like cholesterol and adverse effects like obesity are

attributable to consuming fast food products.

On the other hand, the company is controlled by the individual policies and regulations of operations.

Specific markets focus on different areas of concern such as that of health, worker protection, and

environment. All these elements are seen in the government control of the licensing of the restaurants

in the respective states of the country. For instance, there is an impending legal dispute in the

McDonald’s franchise in India where certain infringement of rights and violation of religious laws

pertaining to the contents of the food. The existence of meat in their menus in India is apparently

offensive to the Hindu religion in the said market. There are also other studies those points to the

infringement of McDonald’s Stores with reference to the existing employment laws in the target

market. Like any business venture, these McDonald’s stores have to contend with the issues of

employment procedures as well as their tax obligations so as to succeed in the foreign market like

India.

ECONOMICAL FACTORS

Organisations in the fast food industry are not excused from any disputes and troubles.

Specifically, they do have their individual concerns involving economic factors. Branches and

franchises of McDonald’s have the tendency to experience hardship in instances where the economy

of the respective countries are hit by inflation and changes in the exchange rates, India is not an

exception to it. The customers consequently are faced with a stalemate of going over their individual

budgets whether or not they should use up more on these foreign fast food chains like McDonalds.

Hence, these chains may have to put up with the issues of the effects of the economic environment.

Particularly, their problem depends on the response of the consumers on these fundamentals and how

it could influence their general sales. In regarding the operations of the company, McDonald’s tend to

import much of their raw materials into a specific country’s territories if there is a dearth of supply.

Exchange rate fluctuations will also play a significant role in the operations of the company.

As stated in the paragraph above, McDonald stores have to take a great deal of consideration with

reference to their microenvironment. The company’s international supply as well as the existing

exchange rates is merely a part of the overall components needed to guarantee success for the foreign

operations of McDonald’s. Moreover, it is imperative that the company be cognizant of the existing

tax requirements needed by the individual governments on which they operate. This basically ensures

the smooth operations of the McDonald’s franchises. In the same regard, the company will also have

to consider the economic standing of the country on which they operate on. The rate at which the

economy of that particular country grows determines the purchasing power of the consumers in that

country. Hence, if a franchise operates in a particularly economically weak country, their products

shall cost higher than the other existing products in the market, then these franchises must take on

certain adjustments to maintain the economies of scale. However in case of India the company has

been able to maintain a constant level of prices for their products.

SOCIO-CULTURAL FACTORS

Articles on the international strategies of McDonald’s seem to function on several fields to

guarantee lucrative returns for the organisation. To illustrate, the organisation improves on

establishing a positive mind-set from their core consumers. McDonald’s indulge a particular variety

of consumers with definite types of personalities. It has also been noted that the company have given

the markets such as the United Kingdom and India, an option with regards to their dining needs.

McDonald’s has launched a sensibly valued set of food that tenders a reliable level of quality for the

respective market where it operates. Additionally, those who are aged just below the bracket of thirty-

five are said to be the most frequent consumers of McDonald’s franchises.

The multifaceted character of business nowadays is reflected in the harsh significance of the

information on the subject of the existing market. This procedure is essentially identified in the field

as market research. Information with regards to the appeal and potential fields of the market would

double as obstructions to the success of the company if this area of the operations is neglected. In the

case of McDonald’s they establish a good system in determining the needs of the market. The

company uses concepts of consumer behaviour product personality and purchasing decisions to its

advantage which is clearly evident in case of India as the company was quick in removing their Pork

and Mutton products from India’s menu. It is said to have a major influence on the understanding of

the prospective performance of the organisation in a particular market.

TECHNOLOGICAL FACTORS

McDonald’s generates a demand for its own products. The company’s key tool for marketing is

by means of Online Facebook and Google ads, Collaboration with websites like Snapdeal and

Timesdeal to promote sales in India, television advertisements, banners and hoardings. There are

similarly some claims that McDonald’s are inclined to interest the younger populations more. The

existence of ‘play spots’ as well as ‘toys in meals’ offered by the company shows this actuality. Other

demonstration of such a marketing strategy is apparent in the commercials they use. They employ

animated depictions of their characters like Grimace, Ronald and Ham burglar. Other advertising

operations employ popular celebrities to promote their products. The ‘like’ has become endorsers for

McDonald’s worldwide “I’m loving it” campaign. Moreover, the operations of McDonald’s have

significantly been infused with new technology. Elements like the inventory system and the

management of the value chain of the company allows for easy payments for their suppliers and other

vendors which the individual stores in respective markets deal with. The integration of technology in

the operations of McDonalds tends to add value to their products. Basically, this is manifested in the

improvements on its value chain. The improvement of the inventory system as well as its supply chain

allows the company to operate in an international context.

ENVIRONMENTAL FACTORS

The social responsibilities of McDonald’s on the country are influential to the operations of

the company. These involve accusations of environmental damage. Among the reasons why they are

charged with such claims is the employ of non-biodegradable substances for their drinks glasses and

Styrofoam coffers for the meals. Several civic groups in India have made actions to make the

McDonald’s franchises in India aware of the rather abundant use of Styrofoam containers and the

resultant abuse of the environment.

Advertising / marketing objective: McDonald’s is known for its innovative market positioning and is based on intelligent and smart business ideas based on the dynamics of business environment and societal changes.

Target audience : General audience

Psychodynamics of target audience: Mouth watering food in affordable prices

Pricing strategy : Price neutralization

Other tools of promotion : Voucher s, direct advertising , contest and lucky draws.

Value chain : Producer -> retailer ->consumer.

3) Media Plan

a) Budget : 7 lakhs (approximate)

b) Nature Of Message : creative

c) Reachability : To a larger target audience.

d) Frequency/ media schedule : 15 times a day (per channel)

e) Media selection factor : Budget: Optimum rate per space with relation to high reachability among newspapers Rating: Newspapers were selected on high readership ratings for national and regional level for maximum number of impressions

Slot: Both priority and regular slots were used, depending on budget and the stage of advertising Audience: Newspapers are read by almost all literate people from middle and upper class, while magazines were read by higher-middle, and upper class people, both men and women

f) Positioning of media :

g) Ad agency : Heye & Partner

h) Competitor budget : 7.50 lakh.

i) Competitor strategy : Attractive offers

4) Personal opinion : The ad has a good appeal due to which it attracts a larger group Of audience

5) Public opinion :

KFC

PR – AD ANALYSIS FORMAT

1. Identifying the product/ service / idea

a. Name of product/ service/ idea: Hot Zinger Burgerb. Brand, logo , tagline: Kentucky Fried Chicken , So goodc. Price : Rs.99d. USP: Using spicy flavours and adding a hint of Indian masalae. Major Competitors: McDonald’sf. Current Stage of Product Cycle: Growth

2. Marketing Strategy

a. SWOT analysis

Strengths

1. Second best global brand in fast food industry in terms of value ($ 6 billion2. Original 11 herbs and spices recipe. 3. Strong position in emerging China4. Combination of KFC – Pizza Hut and KFC – Taco Bell

5. KFC is the market leader in the world among companies featuring chicken as their primary

product offering.

Weaknesses

1. Untrustworthy suppliers2. Negative publicity3. Unhealthy food menu.

4. High employee turnover

Opportunities

1. Increasing demand for healthier food. 2. Home meal delivery.

3. Introducing new products to its only chicken range.

Threats

1. Saturated fast food markets in the developed economies. 2. Trend towards healthy eating3. Local fast food restaurant chains. 4. Currency fluctuations. 5. Lawsuits against KFC

b. Perceptual Mapping

c. P.E.S.T. Analysis

POLITICAL

1. Health and Safety Guidelines2.Labelling of GM Foods3.Animal rights campaigns

ECONOMIC

1. Low set up costs2.Franchising facilitates set ups3.Support from major suppliers4.Growing market

5.Perceived value for money6.Increasing disposable income

SOCIAL

1. Busy lifestyles2.Healthy Eating and Obesity3.Increased Vegetarianism4.Homogeneity5.Social Activities

TECHNOLOGICAL

1.Investment in technological innovations2.Computer ordering

d. Advertising and Marketing Objectives : KFC targets the college goers and make them a youthful brand. They also try to bring in the Indian flavours.

e. Target Audience: youth and chicken lovers

f. Psychodynamics of Target Audience: People want the yummiest food at a minimal price.

g. Pricing Strategy: price skimming

h. Others Tools of Promotion used: Vouchers , video ads , print ads , offers.

i. Value Chain: Producer=>Retailer=>Consumer

3. Media Plan

a. Budget: 25 lakhs

b. Nature of Message: Catchy and creative

c. Reachability: to a larger group of audience

d. Frequency, Media Schedule : 10 times per day (depending on the channel)

Media Selection(Factors: Budget, Rating, Slot, Audience, etc) :

Budget: Optimum rate per time with relation to high reachability among listeners.

Rating: Radio was selected based on the maximum number of listeners

Slot: Both priority and regular slots were used, depending on budget and the stage of advertising

Audience: The youth and the people who travel a lot.

e. Positioning of Media (Readership for print, TRP for TV):

f. Agency: Ogilvy & Mather

g. Competitor Budget: Rs.36 lakhs

h. Competitor Strategy: Use the cheapest price and mouth watering combos.

4. Personal Opinions : The ad is effective and is successful in sending across a message

5. Public Opinion (10 each)


a. Name of product/ service/ idea : PEPSIb. Brand :PEPSICOc. Logo

d. tagline : The choice of a new generation

e. Price (and variations, if any) :f. USP :g. Major Competitors : cococola, spriteh. Current Stage of Product Cycle : maturity


• SWOT analysis :strengthThe strength of these brands is evident in PepsiCo’s presence in over 200 countries. The company has the largest market share in the US beverage at 39%, and snack food market at 25%. Such brand dominance insures loyalty and repetitive sales which contributes to over $15 million in annual sales for the company

• Diversification - PepsiCo’s diversification is obvious in that the fact that each of its top 18 brands generates annual sales of over $1,000 million. PepsiCo’s arsenal also includes ready-to-drink teas, juice drinks, bottled water, as well as breakfast cereals, cakes and cake mixes.This broad product base plus a multi-channel distribution system serve to help insulate PepsiCo from shifting business climates.

• Distribution - The company delivers its products directly from manufacturing plants and warehouses to customer warehouses and retail stores. This is part of a three pronged approach which also includes employees making direct store deliveries of snacks and beverages and the use of third party distribution services.

Weaknesses

• Overdependence on Wal-Mart - Sales to Wal-Mart represent approximately 12% of PepsiCo’s total net revenue. Wal-Mart is PepsiCo’s largest customer. As a result PepsiCo’s fortunes are influenced by the business strategy of Wal-Mart specifically its emphasis on private-label sales which produce a higher profit margin than national brands. Wal-Mart’s low price themes put pressure on PepsiCo to hold down prices.

• Overdependence on US Markets - Despite its international presence, 52% of its revenues originate in the US. This concentration does leave PepsiCo somewhat vulnerable to the impact of changing economic conditions, and labor strikes. Large US customers could exploit PepsiCo’s lack of bargaining power and negatively impact its revenues.

• Low Productivity - In 2008 PepsiCo had approximately 198,000 employees. Its revenue per employee was $219,439, which was lower that its competitors. This may indicate comparatively low productivity on the part of PepsiCo employees.

• Image Damage Due to Product Recall - Recently (2008) salmonella contamination forced PepsiCo to pull Aunt Jemima pancake and waffle mix from retail shelves. This followed incidents of exploding Diet Pepsi cans in 2007. Such occurrences damage company image and reduce consumer confidence in PepsiCo products.

Opportunities

• Broadening of Product Base - PepsiCo is seeking to address one of its potential weaknesses; dependency on US markets by acquiring Russia’s leading Juice Company, Lebedyansky, and V Wwater in the United Kingdom. It continues to broaden its product base by introducing TrueNorth Nut Snacks and increasing its Lipton Tea venture with Unilever. These recent initiatives will enable PepsiCo to adjust to the changing lifestyles of its consumers.

• International Expansion - PepsiCo is in the midst of making a $1, 000 million investment in China, and a $500 million investment in India. Both initiatives are part of its expansion into international markets and a lessening of its dependence on US sales. In addition the company plans on major capital initiatives in Brazil and Mexico.

• Growing Savory Snack and Bottled Water market in US - PepsiCo is positioned well to capitalize on the growing bottle water market which is projected to be worth over $24 million by 2012. Products such as Aquafina, and Propel are well established products and in a position to ride the upward crest.PepsiCo products such as, Doritos tortilla chips, Cheetos cheese flavored snacks, Tostitos tortilla chips, Fritos corn chips, Ruffles potato chips, Sun Chips multigrain snacks, Rold Gold pretzels, Santitas are also benefiting from a growing savory snack market which is projected to grow as much as 27% by 2013, representing an increase of $28 million.

Threats

• Decline in Carbonated Drink Sales - Soft drink sales are projected to decline by as much as 2.7% by 2012, down $ 63,459 million in value. PepsiCo is in the process of diversification, but is likely to feel the impact of the projected decline.

• Potential Negative Impact of Government Regulations - It is anticipated that government initiatives related to environmental, health and safety may have the potential to negatively impact PepsiCo. For example, manufacturing, marketing, and distribution of food products may be altered as a result of state, federal or local dictates. Preliminary studies on acrylamide seem to suggest that it may cause cancer in laboratory animals when consumed in significant amounts. If the company has to comply with a related regulation and add warning labels or place warnings in certain locations where its products are sold, a negative impact may result for PepsiCo.

a. Perceptual Mapping :

b. P.E.S.T. Analysis :

Political Analysis for PepsiCo

In the FDA (united state food and drug) non alcoholic beverages fell in the food group. In terms of

regulation, the government shows responsibility in the process of manufacturing all these products.

For example, if they do meet a standard law, there are possible fines lay down by government on

companies.

The following are the factors that could make PepsiCo company`s actual result to be changed from

the expected result discussed in their original company`s forward report.

Changes in regulations and laws: This comprise changes in accounting standards, taxation

requests which are (new tax laws, tax rate changes and revised tax law interpretations) in

addition to ecological laws in foreign and domestic jurisdictions. This is going to affect our

product selling price.

Political Conditions: This is mainly in our international markets, which include civil unrest,

change in government and restriction on the possession to transfer capital across borders. For

example the civil unrest in Gaza is going to affect our market in the Middle East.

Ability to enter developing markets: This mainly depends on both political and economic

situation and how fine they are capable of forming strategic business alliances and make

essential infrastructure enhancements. This might be difficult in some countries because of

some strict laws set by their government e.g. existence of monopolies, employing 95% of the

citizen and so on. This is going is affect our international market penetrating to developing

countries.

Changes in the non-alcoholic industry environment: These consist of competitive product,

without limitation and pricing pressures and their capacity to achieve or keep share of sales in

the global market because of other competitors. The government affect all these changes by

setting rules like barriers to entry i.e. making it difficult for new company to come up, price

fixing, this is going to affect our share value in the global market because our product are not

sold at our desirable price.

Economic Analysis for PepsiCo

Global Recession: Few years ago, the united state economy was very good and almost every

part of it was rising and was going fine. Though, lot things have change. Economists often

describe recession as a negative GDP growth or two consecutive quarters of contraction.

Recently, the government officially confirmed that united state has been experiencing recession

for the past few months. However, the forceful action by Federal Reserve and congress has

helped the economy in going back to sustained positive growth in the next few months. The

Federal Reserve is trying their best to help the economy recover.

Interest Rate: Interest rate has been cut down ten times recently. The rate has now fall

between 40 years low of 3%. Reducing the interest rates will definitely stimulate customer

demand in the economy. Companies will have the opportunity to enlarge and increase by

collecting loans as an outcome of low interest rates on borrowings. PepsiCo can easily loan

money to invest in new products because the interest rates are now reduced. The loan

collected can also be used on research of new products. As researching for new product would

cost less, PepsiCo will sell its product at a cheaper price and people will spend because they will

get Pepsi product at a cheap rate.

Fear for inflation: The United States is on the course to achieve its economic levels back.

Recently, consumers are now continuing their normal way of life i.e. going shopping, eating out

at eatery and so on. Thou many are still careful with their money because they still have the

believed that lower inflation is still coming. Consumer will recover their full confidence shortly

and will have impact in our sales figures.

According to the “Standard and Poor`s Industry surveys”, non-alcoholic beverage industry has high

sales in most countries outside the united state. For major soft drink companies, there has really

been improvement in the economic in major international markets. Such as Brazil, Japan etc. These

markets will keep on playing a major role in the steady and success growth for most non-alcoholic

beverage industry.

Social Analysis for PepsiCo

A lot of United States citizens are now practicing healthier way of life. The impact of this on the non

alcoholic beverage industry is that many people are now changing to pure water and diet cola with

zero sugar compare to coke, beer and other alcoholic beverages. The necessity for pure water and

products that are healthier are now very important in the standard day to day life.

Most consumers between the ages of 40-55 are gradually more worried with nourishment. As many

are growing older, they are more worried in increasing their prolonged existence. This will keep

having impact on the non alcoholic beverage industry by rise in demand for healthier beverages.

Technology Analysis for PepsiCo

The following are some of the factors that affect the company’s actual result to differ from the result

expected.

The usefulness of company marketing, advertising and promotional programs. The recent

development in technology of TV and internet e.g. the latest use of HD graphics. They make

product look more attractive especially if the HD is used on the television. This help in

convincing the customers and selling the products.

The introduction of vending machines, plastic bottles and cans have helped to increase sales for

PepsiCo. This is mainly because they can easily be carried and disposed after use. The

introduction of vending machine has also helped to increase sales because it will save labour

cost.

As technology is growing everyday and getting more advance, there has been overture of new

machineries which will enable PepsiCo product to increase tremendously than it was years

before.

PepsiCo has over 10 factories in the United States which use most state of the art of drink

technology to make sure top product quality and very fast delivery. The biggest factory is in

New York opened in 1990. This factory has a machine with the latest technology which can

manufacture cans of PepsiCo drinks faster than bullets from a machine gun.

c. Advertising and Marketing Objectives :

d. Target Audience:Pepsi has aimed itself at a young audience with an age range of teens to

mid twenties.

e. Pricing Strategy:Realignment of their organization into three new business units;

PepsiCo America Foodsi. Includes FLNA ,QFNA and all of their Latin American food and snack business

LAF.PepsiCo America Beverages

ii. Includes PBNA and all of our Latin American beverage businessPepsiCo International

iii. Includes all PepsiCo business in the United Kingdom, Europe, Asia, Middle East and Africa.

f. Others Tools of Promotion used§ Hoardings§ Sponsorships§ Enhancement of product mix§ Print media§ internet rural campaign§ environment concern ads§ Music videos

8. Media Plana. Budget : 40lakhs b. Nature of Message :Promotional, family oriented

a. Reachability :High in urban, and semi-urban areasc. Frequency :An average of 5 impressions per day per person

i. Media Selection :Budget: Optimum rate per space with relation to high reachability among newspapers

ii. Rating: Newspapers were selected on high readership ratings for national and regional level for maximum number of impressions

iii. Slot: Both priority and regular slots were used, depending on budget and the stage of advertising.

iv. Audience: Newspapers are read by almost all literate people from middle and upper class, while magazines were read by higher-middle, and upper class people, both men and women

v. Leaflets could be distributed to wider local audience during special offers, or promotions

vi. Brochures could be given to customers and clients

d. Agency :

e. Competitor Strategy

9. Personal Opinions


COLGATE

1.IDENTIFYING THE PRODUCT/ SERVICE / IDEA

Name of product/ service/ idea :Colgate

Brand, tagline :,Palmolive,No 1 Brand recommended by dentists

Price (and variations, if any)

USP :new dissolvable mini breath-strips in the toothpaste to freshen peoples breath, to whiten teeth and a variety of therapeutic techniques

Major Competitors :Pepsodent

Current Stage of Product Cycle :

2.MARKETING STRATEGY

a. SWOT analysisStrength Colgate Dental Cream offers all-around cavity protection, even where a toothbrush cannot reach2. It‘s great mint taste freshens breath3. It protects against root caries4. It cleans & makes teeth whiter and repairs early decay spots5. Extremely popular brand and high brand awareness due to advertising.WeaknessHigh dependence of the company on a single category i.e. Oral Care2. Reduction in advertisement expenditure in order to maintain growth.Opportunity1.Leverage on fact that Colgate has been ranked as the most trusted brand in India from 2003 - 20072. Focus on innovation and new product launches by deploying advanced technologies3. Growth in emerging markets – rural and semi-urban.ThreatsHigh competition from competitive brands like Pepsodent from HUL2. Increasing commodity prices for manufacturing.

b.Perceptual Mapping

c.P.E.S.T. Analysis

Political Factors: Political factors play a vital role for the business prevailing in the country. If thegovernment is inactive then the company advances at a standard rate but the other way round, a drastic

fall can be seen.

Economical Factors: Another imporatant external force that directly affects our decisions is the economic variation. If a country experiences inflation then it will have a negative impact on the businesses running in that country. So our product is directly influenced by this factor.

Socio-cultural factors:

The main forces affecting decisions about our product are the social and cultural factors. Before taking any decision we have to keep in mind the specific religious and cultural keyfactors for our survival in the industry because people will repel the product that their religion orculture do not prefer.

Technological factors:

Technolgy is a factor whose value cannot be ignored. Technologies vary with the

passage of time in all industries. We also make our techniques and methodologies up to date

forkeeping our product preferable in the market.

d. Advertising and Marketing Objectives:The company had 1713 direct stores as of may 2010. The oral care distribution network is distribution network is spread across 90 cities in India. The company products are available across 4.3 mn retail outlets. Flag ship Brand – Colgate Dental Cream is the largest distributed product in the Toothpaste market available in 4.1 MM stores. Serviced by Company field force, more than 1800 stockiest & super stockiest & their field force

e. Target Audience:f. Pricing Strategy:

colgate has 13 different types of toothpaste ranging in price from $1.13 - $4.99 with all branded with the Colgate name at the beginning (except for Ultra Brite). Colgate’s newest brand Colgate Total Advanced is the best toothpaste on the market and is its highest priced. Colgate is able to put this high price on the product especially with American Dental Association recommendation of the product. (Consumer Research, 2011)Colgate has also used its 10 brushes on the market with prices ranging in price from $1.00 - $5.00 with exception to one battery operated toothbrush priced at about $7.00. All Colgate brushes also have the Colgate brand name at the beginning which the company most likely never will change. Colgate’s newest product is the Colgate 360 which has 3 different styles. The Colgate 360 Sonicare, 360 Actiflex and the 360 Sensitive each of these brushes comes with their own unique feature to appeal to a wide range of consumers. Colgate has a price range for every consumer with its toothpaste and toothbrush products staying well within the competitions price ranges and saturating the market with a wide range of oral products.

g. Others Tools of Promotion usedi. TV commercials

ii. Stalls and displaysiii. Outdoor advertisingiv. Online advertising

4. MEDIA PLANa. Budget: 40 lakhsb. Nature of Message: Promotional, family orientedc. Reachability: High in urban, and semi-urban areasd. Frequency: An average of 5 impressions per day per persone. Media Selection:i. Budget: Optimum rate per space with relation to high reachability among newspapers


iii. Slot: Both priority and regular slots were used, depending on budget and the stage of advertising


v. Leaflets could be distributed to wider local audience during special offers, or promotionsvi. Brochures could be given to customers and clientsf. Positioning of Media based on Daily Readership (in million):i. National Newspapers:

1. Times of India – 7.6532. The Hindu – 2.2583. Deccan Chronicle – 1.051

g. Agency: h. Competitor Budgeti. Competitor Strategy


h. Public Opinion



Name of product : I phone 4 Brand & Tagline : Apple, The worlds thinnest smart phonePrice : 26,500USP : iOS, AppStoreMajor Competitors : htc, samsungCurrent stage in Product cycle : Maturity.

2) Market strategy:

SWOT analysis :

Strength : 1. Entire iPhone ecosystem

2. Perceived to be the most stable OS 3.Best designed phone in the market resulting in novelty factor for the

phone

4.Excellent branding and marketing 5.Lots of apps and feature Weakness : 1.Very expensive 2.Comes without Expandable memory 3.Battery is Fixed 4.Expensive accessories 5. Lacks features e.g.- Bluetooth transfer , SMS forwarding, FM radio 6.Comes only in one form factor Opportunity : 1. Huge untapped market 2.More innovation, features and models

Threat : 1.Mobile manufacturers using Android OS 2.Lack of choice for consumers 3.Threat from cheaper substitutes

Perceptual Mapping

Pest analysis

Political Influences: It is reported that in 2007 52% of sales of Apple were from outside America.

Bad

International relations, wars and terrorism might influence Apple in a huge

manner; moreover

these are all factors Apple has no ability to control .Apple Inc. produces

many of its parts

and products outside the U.S., like Ireland, Czech Republic, Korea, China,

and Cork. Political

Conflicts between the U.S. and any of these states may have

Awful outcomes

Economic Influences: The global economic depression might have immense impact on Apple Inc. The

inflation rate is high,

while consumer’s incomes didn’t have significant changes, moreover the

unemployment rate has

increased, leading consumers to spend less, especially on ‘luxury products’, as

Apple products might

be viewed. Even though the U.S. dollar has lost value, Apple Inc. is not as

endangered economically.

The corporation has purchased itself foreign currency, to minimize the economic

effects of inflation on

Apple Inc. It needs to be said that the U.S. dollar’s depreciation has in fact

increased Apple’s revenue in

the international market.

Social Influences: Globalization includes the interaction of people worldwide, for which technology

plays the main role.

Today’s World cannot be imagined without technological devices as Computers,

mobile phones etc.

Apple is the globally seen as the King of technology, not because of most usage,

but quality and

design. Another big social influence is the music industry, which over the last

decade has become

virtual and set its market to the cyberspace. Apple having developed

the biggest

virtual media store, iTunes, is well ahead any other competition of this

direction. Web piracy

might be a threat, but most governments punish those behaviors. All in all ,

Apple’s image

also portrays the modern individual’s lifestyle, combining functionality with design,

leading to brand

identification and loyalty. Therefore social influences have positive effect son

Apple Inc.

Technological Influences: The technology market for computers and mobile phones has become huge, adding

more lifecycle is very

competition in the market. Also technology innovations and changes

are almost

as fast as light, therefore the products short. Investing largely in Research and

Product Development,

Apple is on top of the market, regarding innovative products. This includes making

the work for the

competition to follow, but it’s still better because innovation is a big part

of the brand and

has shown to pay out.

Advertising / marketing objective : “ It’s to develop a stylish atmosphere among the youth

Target audience : Urban young from middle and upper class

Psychodynamics of target audience : The strong brand name and the brand loyal customers remain as the

power for the bran/product in market .

Pricing strategy : Price skimming

Other tools of promotion : direct advertising , online advertising.


3) Media Plan


b) Nature Of Message : creative and stylish


d) Frequency/ media schedule: 5 times mostly ads are online


Slot: Both priority and regular slots were used, depending on budget and the stage of advertisingAudience: Newspapers are read by almost all literate people from middle and upper class, while magazines were read by higher-middle, and upper class people, both men and women.


g) Ad agency :

h) Competitor budget : 10 lakh.

i) Competitor strategy : using brand ambassador.

4) Personal opinion : The ad has a good appeal due to which it attracts a larger group

Of audience

5) Public opinion :

ICICI Bank



a. Name of product/ service/ idea: Rewards on Savings Accountb. Brand, logo , tagline: ICICI Bank ,Khayal Aapka; Hum hain nac. Price : Rs.99d. USP: The most efficient and Tech Savvy bank in the Indian Banking Industry

e. Major Competitors: SBI , Standard Chartered , Citi Bank , HDFCf. Current Stage of Product Cycle: Growth


a. SWOT analysis

Strengths

ICICI is the second largest bank in terms of total assets and market share

Total assets of ICICI is Rs. 4062.34 Billion and recorded a maximum profit after tax of Rs. 51.51

billion and located in 19 countries

One of the major strength of ICICI bank according to financial analysts is its strong and

transparent balance sheet

ICICI bank has first mover advantage in many of the banking and financial services. ICICI bank is

the first bank in India to introduce complete mobile banking solutions and jewelry card

The bank has PAN India presence of around 2,567 branches and 8003 ATM’s

ICICI bank is the first bank in India to attach life style benefits to banking services for exclusive

purchases and tie-ups with best brands in the industry such as Nakshatra, Asmi, D’damas etc

ICICI bank has the longest working hours and additional services offering at ATM’s which

attracts customers

Marketing and advertising strategies of ICICI have good reach compared to other banks in India

Weaknesses

Customer support of ICICI section is not performing well in terms of resolving complaints

There are lot of consumer complaints filed against ICICI

The ICICI bank has the most stringent policies in terms of recovering the debts and loans, and

credit payments. They employ third party agency to handle recovery management

There are also complaints of customer assault and abuse while recovering and the credit

payment reminders are sent even before the deadlines which annoys the customers

The bank service charges are comparatively higher

The employees of ICICI are bank in maximum stress because of the aggressive policies of the

management to win ahead in the race. This may result in less productivity in future years

Opportunities

Banking sector is expected to grow at a rate of 17% in the next three years

The concept of saving in banks and investing in financial products is increasing in rural areas as

more than 62% percentage of India’s population is still in rural areas.

As per 2010 data in TOI, the total number b-schools in India are more than 1500. This can

ensure regular supply of trained human power in financial products and banking services

Within next four years ICICI bank is planning to open 1500 new branches

Small and non performing banks can be acquired by ICICI because of its financial strength

ICICI bank is expected to have 20% credit growth in the coming years.

ICICI bank has the minimum amount of nonperforming assets

Threats

RBI allowed foreign banks to invest up to 74% in Indian banking

Government sector banks are in urge of modernizing the capacities to ensure the customers

switching to new age banks are minimized

HDFC is the major competitor for ICICI, and other upcoming banks like AXIS, HSBC impose a

major threat

In rural areas the micro financing groups hold a major share

Though customer acquisition is high on one side, the unsatisfied customers are increasing and

make them to switch to other banks



Political Factors:

1. Political stability2. Focus on regulation of Government3. Budget and budget measures4. FDI limits increased from 20% to 49%

Economic Factors

1. RBI’s monetary policies with regard to inflation2. New policies to boost GDP3. RBI’s measure regarding interest rates, inflation rates, savings and investments

Socio-cultural Factors

1. Shift from borrowing from money lenders to loans from banks2. Change in lifestyle and increase in needs and wants of people has given more opportunities for banking sector3. Increase in population leads to newer branches4. Negative impact due to lower literacy rate in the country

Technological Factors

1. Rise in Automated Teller Machines (ATM)2. Credit card Facilities3. IT services and mobile banking4. Online NRI services

d. Advertising and Marketing Objectives : It offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialized subsidiaries.

e. Target Audience: People who hold savings account in the bank

f. Psychodynamics of Target Audience: Incentives or rewards can play an important part for encouraging the customers in opening a savings account

g. Pricing Strategy: price skimming

h. Others Tools of Promotion used: video ads , print ads

i. Value Chain: Producer=>Retailer=>Consumer

6. Media Plan

a. Budget: 5 lakhs

b. Nature of Message: Informative

c. Reachability: to a larger group of audience

d. Frequency, Media Schedule : 5 times per day (depending on the channel)

Media Selection(Factors: Budget, Rating, Slot, Audience, etc) :

Budget: Optimum rate per time with relation to high reachability among listeners.

Rating: Radio was selected based on the maximum number of listeners

Slot: Both priority and regular slots were used, depending on budget and the stage of advertising

Audience: The office going people.

e. Positioning of Media (Readership for print, TRP for TV):

f. Agency: Hanmer & Partners

g. Competitor Budget: Rs.8 lakhs

h. Competitor Strategy: Use advertisement as the main medium of communication

4.Personal Opinions : The ad is informative.

5.Public Opinion (10 each)

SUNSILK

1. IDENTIFYING THE PRODUCT/ SERVICE / IDEA

Brand :HUL (Unilever)

Logo :

Tagline:For Expert – Touched Hair; Life Can’t Wait; All you need is Sunsilk.

Price :

USP :Popular hair care brand having product for all types of hair.

Major Competitors :Head and Shoulders

Current stage of life cycle : Maturity

2.MARKETING STRATEGY

(a) SWOT ANALYSISStrength: 1. Launched in 1964, with a presence of over 80 countries.

2. Number 1 in Asia, Latin America and the Middle East, with sales of more than €1 billion a year 3. The brand is strongest in Asia, Latin America and the Middle East and is the number one hair care brand in India, Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka and Thailand.5. Madonna, Shakira, Marilyn Monroe, Priyanka Chopra etc are brand ambassadors lead to excellent branding and advertising.Weakness : 1. Poor penetration in semi urban and rural market2. Target market limited to just teens and 20’s age group. 3.Competition intense in the hair care segment.Opportunity: 1. Improve their community for Indian girls which is –sunsilkgangofgirls.com. 2. Sunsilk Co-Creations – Partnering with 7 of the world’s best hair experts for new and improved products.Threats: 1. Multiple competitors with similar offerings and lower price range2. Not prevalent in the rural market3. Competition from in-house brands like Clear, Clinic Plus

(b) PERCEPTUAL MAPPING

(c) P.E.S.T Analysis

Political Factors.When examining political factors, you need to look at any political changes that could effect your business. What laws are being drafted? What global changes are occurring? Legislation on maternity rights, data protection, health & safety, environmental policy, should be considered, for example.

As an example, take a company employing a large number of women. Changes in maternity rights may have a major impact on such a business - and the aware business will keep an eye out for changes in such legislation.

Economic Factors.Often the political factors spill over into economic factors. For example, tax is usually decided by politicians, based on a mixture of political and economic factors. Interest rates, in many countries are decided by a central bank, but political factors may still be important. The fall of the Soviet Union caught most businesses and Western Governments by surprise - but not all. Some companies - notably Shell Petroleum - had picked up signals that all was not well in Russia. Many of these were related to economic problems within the Soviet Union.

Other economic factors include exchange rates, inflation levels, income growth, debt & saving levels (which impact available money) and consumer & business confidence. The current state of world stock markets is a typical example of the volatility of economic factors.

These areas are global, but it is also important to look at factors affecting individual industries. Are paper costs rising. For a book, magazine or newspaper publisher, the price of paper is a crucial economic measure. The UK software industry has complained of a shortage of computer programmers - driving up wage costs. Again - the global picture can be important. Some companies are now using programmers in countries like India for software development. This helps them keep costs down - and leads to competitive advantage over companies with higher costs.Social Factors.Finally, all this influences and is influenced by social factors - the elements that build society. Social factors influence people's choices and include the beliefs, values and attitudes of society. So understanding changes in this area can be crucial. Such changes can impact purchasing behaviour. Typical things to look at for each of these include:

• consumer attitudes to your product & industry• environmental issues (especially if your product involves hazardous or potentially damaging

production processes)• the role of women in Society - attitudes to health - attitudes to wealth - attitudes to age (children,

the elderly, etc.).Added complications when looking at social and cultural factors are differences in ethnic and social groups. Not all groups have the same attitudes - and this impacts how they view products and services. Demographic changes can also play a major part.

Technological Factors.Advances in technology can have a major impact on business success - with companies that fail to keep up often going out of business. Technological change impacts sociocultural attitudes. For example the way people spend their leisure has changed dramatically over the last 30 or so years. As well as advances in your own industry, think about the likely impact of new technologies - the Internet, nanotechnology, mobile phones, and the increasing advances in computing and computers. Look out for any technology that could make producing your product easier. And watch out for the technology that could make your product obsolete. (As an example, think about the potential impact that video-conferencing could have on the business travel market. Why spend hours and much money travelling some distance for a meeting, when all participants can join in - face-to-face - through a video-conference that lacks only the physical presence of the attendees.)

(d) Advertising and Marketing Objectives

.Build top of the line consumers’ awareness.

· Creating a personality of the brand.

Besides having these general objectives, the advertising objectives are set avoiding to the advertising strategy for each product, e.g. Sunsilk advertising objectives since it was being re-launched were:

· To increase the usage.

· Conditioning benefits.

· Makes the hair appear clean and shiny.

· Imparts a feeling of freshness-due to fragrance.

· Easy to manage, silky, soft hair.

· Unique shampoo for every hair type.

· Effectively communicate brand pro.

(e)Target Audience

The main target market of Sunsilk is females between the ages group 16-40 belonging to the lower and middle income classes. But in their promotional act ivit ies, they cover the wholemarket irrespective of these classes.S u n s i l k t a r g e t i t s m a r k e t o n t h e b a s i s o f c o n s u m e r b u y i n g b e h a v i o r, i n c o m e l e v e l , a n d purchasing power of people. For which quantity of the product can be changed according tothe income and purchasing power of the consumers as in case of Sunsi lk 120ml and 5ml packs are also available to target low income groups.

(e) Pricing Strategy

HINDUSTAN UNILEVER claims to practice value-based pricing in which the customers’ perception of the product’s price provides a starting point for developing the marketing mix of the product. The research department determines this price usually by using focus groups. The price of Re 1 and 2 for Sunsilkshampoo sachets shows how the price also reflects a concern to make the purchase more convenient, since the rupee is denoted in this value.Sunsilk is also available in Rs 45 and Rs 169 price bottles to cater to the demands keeping in mind the wants of this particular customer segment.The primary importance of this value-based pricing is that the product demand will be much higher if its price is in line with the customer’s perception of its value.One crucial concern for value-based pricing is strict management of cost in order to be able to make a profit at the value-based price. After the initial price is determined, HINDUSTAN UNILEVER then uses target costing in order to achievethe required profits.

(g)Others Tools of Promotion used

§ Innovative campaigns such as ‘Hairapy’ and ‘Life Can’t Wait’ were launched to attract women to the branSponsored short films that were broadcast during popular television shows.

§ Media platforms used

§ Print media

§ internet rural campaign

§ environment concern ads

§ Music videos

§ Free sample distribution

§ Demo campaigning

§ Promotion of the products in the sunsilk range through movies such as “Fashion” Sunsilk has come up with a new promotional campaign GOOD HAIR DAYS in six major cities in collaboration with famous hair stylists of the country.

§ Hoardings

§ Sponsorships

§ Enhancement of product mix

§ New product formulations according to changing consumer preferences

§ Advertising

6. MEDIA PLANa. Budget: 30 lakhsb. Nature of Message: Promotional, family orientedc. Reachability: High in urban, and semi-urban areasd. Frequency: An average of 5 impressions per day per persone. Media Selection:

i. Budget: Optimum rate per space with relation to high reachability among newspapers





vi. Brochures could be given to customers and clientsf. Positioning of Media based on Daily Readership (in million):

i. National Newspapers: 1. Times of India – 6.6532. The Hindu – 2.2583. Deccan Chronicle – 1.051

g. Agency: RK Swamy BDDO Team, Mumbai

h. Competitor Budget

i. Competitor Strategy

The Sunsilk Shampoo aims at fulf i l l ing the needs of i ts target market by offering a high qual ity, assessment of the concept in terms of i ts acceptabi l i ty, credibi l i ty and perceivedbenefits, that it offers a healthy choice shampoo alternative to the targeted consumer. The theme of the product shall be anchored around the motto.

j. Personal Opinions

If I have to rate Sunsilk Lusciously Thick and Long Shampoo, I’ll give it 3 out of 5 for all the good that it does do.I think Sunsilk is a brand that has been taken for granted for too long. Changing the packaging and promotion strategies aren’t enough. The products need to become more effective as well.

k. Public Opinion (10 each)

VODAFONE

1.IDENTIFYING THE PRODUCT/ SERVICE / IDEA

Name of product/ service/ idea : Vodafone Internet Trail Pack

Brand, tagline :Vodafone , Power to you

USP : The use of the famous “Zoozoos” and cheap packages for the youth

Major Competitors :Airtel , reliance

Current Stage of Product Cycle : Growth

2. MARKETING STRATEGYb. SWOT analysis

Strengths

Strong international Presence and Brand recognition Well defined cost reduction initiatives, managed Purchasing, outsourcing Complementary strengths of Vodafone & Hutch esaar The brand name it has in the Indian market The kind of subscriber base it has in the Indian market It has the 2nd highest market share in India It has a 2nd highest subscriber base in India 1st being airtel Its strong advertising strategies and impact on people Its India’s 3rd biggest mobile carrier Excellent Network Coverage Global presence and diversification revenue Prominent market position

Weakness

Mobile phone radiation Legal Proceedings

Opportunities

Increasing customers and emerging markets Mobile Transfer Service 4G Introduction Growth of mobile advertising

Threats

Legal Risks Increasing Competition Delayed Technology Adverse Macroeconomic conditions


c. P.E.S.T. Analysisa. The main political factors affecting Vodafone include EU Roaming Regulation that

aims to decrease charges for mobile phone usages abroad by 70% (Preissl et al, 2009) and increasing level of consumer rights within Europe, and decisions made by European Union Regulatory Framework for the communications sector. Moreover, any government intervention through legislation or otherwise in the markets Vodafone operates can be considered as political factors.

b. Economical factors also affect Vodafone main of which are the growth of GDP and the level of inflation rate within markets where the company operates. Furthermore, global economic issues like the global financial crisis of 2007-2010 are also economic factors affecting Vodafone. Generally any external economic changes affecting Vodafone can be classified as external economic factors.

c. There is a range of social factors as well that affect Vodafone. For instance, changing work patterns that are becoming very popular make people work from home increasingly relying in communication technologies. Also, there are issues like people going ‘green’ and ageing population in developed countries that are going to affect Vodafone directly or indirectly.

d. The impact of technological factors on Vodafone is without any doubt due to the nature of the telecommunications industry. Specifically, a technological innovation in communications and emergence of alternative means of communication such as online chatting, and Yahoo! Messenger are going to affect Vodafone strategy in a way that the company is left with a choice of either to form strategic alliances with above companies or to commit to considerable amount of research and development in order to introduce innovative products and services to the market.

Advertising / marketing objective: To promote the internet pack at a minimal rate and

prompt more customers

Target audience: Youth

Psychodynamics of target audience: Usually the internet packs are costly so the audience

will always go for the cheapest and the best

network coverage.

Pricing strategy : price neutralization

Other tools of promotion : Print ads , radio ads

Value chain : Producer -> consumer.

1) Media Plan


b) Nature Of Message : Eye catchy and entertaining


d) Frequency/ media schedule : 10 times a day (depending on channel)

e) Media selection factor : Budget: Optimum rate per time with relation to high reachability among channels Rating: Channels were selected based on the TRP ratings Slot: Both priority and regular slots were

used, depending on budget and the stage of advertising Audience: The youth.


g) Ad agency : Ogilvy & Mather


i) Competitor strategy : Use creative ads.

4) Personal opinion : The ad uses zoozoo which is a big hit among the audience. The ad is thoroughly entertaining.

4) Public opinion

http://en.wikipedia.org/wiki/Ogilvy_%26_Mather

PR Ad Analysis


a) Name of product : Kit kat b) Brand & Tagline : Nestle, Bird in the nest , Have a break, Have a kitkatc) Price : 5, 10, 20 etcd) USP : chocolate corner wafere) Major Competitors : Cadbury perk & dairy milk.f) Current stage in Product cycle : Maturity

.2) Market strategy:

a) SWOT analysis :

Strength : 1) Strong nestle brand 2)Excellent advertising visibility 3)Good product distribution and availability

Weakness : 1)Food products have limited shelf life

Opportunity : 1)Untapped rural market 2)Better product packing and preservation 3)Leverage nestle’s successful brand.

Threat :1) Other brand and local chocolate manufacturers. 2) Sweet as substitute.

b) Pest analysis

Political Factor: Government has to control over many factors activities by setting Standards of law. Changes in taxation and environmental law. Economical Factor: changes in consumers spending habit. Economic crisis makes consumer to cut their spending. Worse economic situation after 19/11.

Social Factor : Culture has tremendous effect on people s preference. Many citizens practice healthy lifestyle.

Technological Factor: Introduction of new machine all time.

c) Advertising / marketing objective : “ Its to develop a key message and to create timeline and To implement the plan

d) Target audience : All age group.

e) Psychodynamics of target audience : Due to the wafer and the chocolaty nature mostly people Prefer that chocolate, and more number of audience are Attracted to it because of their advertising.

f) Pricing strategy : Price skimmimg

g) Other tools of promotion : Voucher s, direct advertising , contest and lucky draws.

h) Value chain : Producer -> retailer ->consumer.

3) Media Plan


b) Nature Of Message : Funny and creative.


d) Frequency/ media schedule : 15 times a day (per channel)


Slot: Both priority and regular slots were used, depending on budget and the stage of advertisingAudience: Newspapers are read by almost all literate people from middle and upper class, while magazines were read by higher-middle, and upper class people, both men and women


g) Ad agency : D D B Mudra.


i) Competitor strategy : Eye catching position and getting shelves.

4) Personal opinion : The ad has a good appeal due to which it attracts a larger group

Of audience

5) Public opinion :

PR – AD ANALYSIS NEWSPAPER ADVERTISEMENT

Apple ITunes


a. Name of product/ service/ idea : Apple ITunesb. Brand, logo , tagline: Apple , A new spin on musicc. Price :d. USP: It takes good ideas and turns them into products that ordinary human beings

can usee. Major Competitors: Windows Media Player , Real Player , Winampf. Current Stage of Product Cycle: Growth


a. SWOT analysis :

Strengths:

• All inclusive software package Apple Company design the ITunes store and also the digital productions, IPod, Iphone and Mac..., it provides the customer full service.

• Brand and design it attractive many customer to but its design and many customers buying for its brand.

• The company is trying to do a green apple- they are more take care of production of environment.

Weaknesses:

• Downloading music only could be used for Apple's productionthe customers could only use the downloading music from ITunes to Apples production.

• Since the four big record companies drop DRM, now the customers could download music in any other music media.

Opportunities:

• Combine with ITunes, Apple will develop a more complete system with software and productions. With ITunes, the company could self check the advantage and disadvantage of the productions, they will do research and develop new and creative productions.

• Since the new entertainment of computer games like Sony station, Microsoft Xbox and

Internal WII are entering the market, Apple ITunes could also focus on this area to complete the ITUNES store.

• ITunes is also a media enter could connect face book and Google earth.

Threats:

• 4 big record companies drop DRM and encourage other companies' entry to have the competition with Apple ITunes.

• Some other multi functions mobile phone company entering to make the music delivery industry more competitive

• Broadband and web are also the potential for new music delivery



Political Factors:Currently, Apple's business operations are executed all over the world. According to financial report of 2009, more than half sale of Apple products is coming from different countries other than America. There are several issues which are beyond the control of company i.e. War against terrorism, geopolitical uncertainties, public health issues and sanctions on different countries. Such issues effect on sales of Apple Product worldwide. Apple has outsourced its business operations to different companies to reduce operating cost. These functions include product manufacturing, transportation and logistics management. Such companies spread in different parts of world like Cork, Ireland, Korea, China and Czech Republic. Any delay could be occurred due to political instability and other events which may damage the Apple image in its customers and retailers.

Economic FactorsThe world’s economic conditions are getting better after recession. In past few years, oil prices went to record high level which causes inflation in world’s economy. Due to such economic factors, consumer’s purchasing power reduced and they don’t want to spend money on such products like unwilling to busy iPod, iphone and updating personal computer or laptop. Last year high unemployment rate was observed in USA and Europe which causes sharp fall in Apple products. Furthermore, currency exchange rate is seen very volatile during recession, especially dollar’s rate against pound sterling and euro. Although world’s economy is overcoming recession but it is expected that US economy will take longer time than other countries of the world.

So US Dollar may goes down in this year.

Social Factors:Environmental protection and Health & Safety are become major issues in those countries where Apple operates. A variety of regulations and laws are imposed in such countries which may unfavourably affect the company's financial condition and results by requiring a safe disposal or recycling Apple's products. Particularly, such regulations are adopted in European Union and some parts of Canada which are big markets of Apple Products. Certain products of the company are actually face health issues because of the design problem. It is reported that the improper use of iPod may lead to loss of hearing power of users.

Technology Factors:The market for PC, portable music player, mobile phone and other consumer electronic products are in those natures of products which have heavy competition and fast technological changes. The companies which manufacture such type of products have to spend enough money on research and development because of rapid change in electronic products, short product life, frequent introduction of new products and the continual improvement in product performance and design. It is basic requirement to survive in the market. It is also a great advantage for Apple to its competitors that company has full control over the entire production procedures of personal computer and the continual innovation on iPod and iPhone. Now there are many products introduced in the market to compete Apple’s products. So it becomes a necessary to spend more on R&D which causes a huge spending of its capital reserve compared with its competitors i.e. Dell uses Microsoft's operating system in all of its products while Apple installs its own brand operating system which increase its production cost.

d. Advertising and Marketing Objectives: Using external environmental analysis to find the impact upon Apple iTunes with

European music delivery market mainly in Denmark Using Porter five forces To define the Apple iTunes business Using SWOT analysis of Apple business and Try to define the competitors and the

competitive advantages of Apple ITunes Giving consideration of future strategy of Apple iTunes how to continue success

e. Target Audience: Regular UsersRegular users are likely to be between the ages of 16 – 45, and spend up to £15 a week on the iTunes music store. They visit the iTunes music store up to 5 times a

week. As they are using iTunes, they could be literate with both Mac and PC platforms. They will be very computer literate, and capable of using the iTunes music store with ease. They are using the Firefox 2 or Internet Explorer 7 browser.Occasional usersOccasional users are likely to be between the ages of 16 – 45, and spend around £15 a month on music in the iTunes music store. They may visit the iTunes music store 3 – 4 times a month, and might not be as capable as using the store as regular users. They are likely to working on a Windows platform, on Internet Explorer 6.New usersNew users are likely to be between the ages of 16 – 55, and may be using the store after receiving iTunes store vouchers. As they are new users, they are unlikely to be familiar with the layout and may also need to set up an account to purchase through iTunes. They are more likely to be working on a Windows platform, but could also be working on a Mac platform. They are likely to be using Internet Explorer 6.

f. Psychodynamics of Target Audience: Music lovers need user friendly music players and with a lot of other applications and additional benefits.

g. Pricing Strategy: Price skimmingh. Others Tools of Promotion used:

i. TV commercialsii. Stalls and displays

iii. Outdoor advertisingiv. Online advertising

i. Value Chain: Producer=>Consumer

13. Media Plan

a. Budget: 20 lakhsb. Nature of Message: Promotional , creativec. Reachability: To a larger group of audienced. Frequency: A average of five impressions per day per ersone. Media Selection:

i. Budget: Optimum rate per space with relation to high reachability among newspapers


iii. Slot: Both priority and regular slots were used, depending on budget and the stage of advertising


f. Positioning of Media : National Newspapers:

1. Times of India – 6.6532. The Hindu – 2.2583. Deccan Chronicle – 1.051

g. Agency: TBWA h. Competitor Budget: 2 lakhsi. Competitor Strategy: To provide the cheapest services and user friendly

14. Personal Opinions: The ad is colourful and simple.



16. Identifying the product/ service / ideaa. Name of product/ service/ idea : COCOCOLAb. Brand : COCOCOLA

c. logo :

d. tagline :“This is it”e. Price (and variations, if any) :f. USP :g. Major Competitors :pepsi , spriteh. Current Stage of Product Cycle : maturity

17. Marketing Strategya. SWOT analysis

StrengthsWorld’s leading brandLarge scale of operationsRobust revenue growth in three segmentStrong international brandingDiverse range of products (eg: Diet Coke, Vanilla Coke, Cherry Coke, Coke Zero etc)

WeaknessesNegative publicitySluggish performance in North AmericaDecline in cash from operating activitiesNot aggressive product development and diversificationPepsi issued a challenge to coke, known as the Pepsi challenge. As part of the challenge, participants were blindfolded and given the chance to taste both coke and Pepsi. The average participant chose Coke most of the time. Therefore this is more of a strenth

OpportunitiesAcquisitions Intense competitionGrowing bottled water marketGrowing Hispanic population in USDiversify into new lines of products

ThreatsIntense competitionDependence on bottling partnersSluggish growth of carbonated beveragesNew and fierce competition may arise

b. Perceptual Mappingc. P.E.S.T. Analysis :

PEST ANALYSIS

The PEST analysis examines changes in a marketplace caused by Political, Economical,

Social and Technological factors. P: Political change, from one party to another in control- for example the rise in private

healthcare and privatisations under Conservative governments.

Political Analysis for Coca-Cola

Non-alcoholic beverages fall within the food category under the FDA. The government plays

a role within the operation of manufacturing these products in terms of regulations. There are

potential fines set by the government on companies if they do not meet a standard of laws.

The following are some of the factors that could cause Coca-Cola company's actual results to

differ materially from the expected results described in their underlying company's forward

statement:-

Changes in laws and regulations, including changes in accounting standards, taxation

requirements, (including tax rate changes, new tax laws and revised tax law

interpretations) and environmental laws in domestic or foreign jurisdictions.

Changes in the non-alcoholic business environment. These include, without

limitation, competitive product and pricing pressures and their ability to gain or

maintain share of sales in the global market as a result of action by competitors.

Political conditions, especially in international markets, including civil unrest,

government changes and restrictions on the ability to transfer capital across borders.

Their ability to penetrate developing and emerging markets, which also depends on

economic and political conditions, and how well they are able to acquire or form

strategic business alliances with local bottlers and make necessary infrastructure

enhancements to production facilities, distribution networks, sales equipment and

technology.

E: Economic change, for example a recession creating increased activity at the lower ends of

product price ranges. Rate of interest rises depressing business and causing redundancies and

lower spending levels.

Economic Analysis for Coca-Cola

Last year the U.S. economy was strong and nearly every part of it was growing and doing

well. However, things changed. Most economists loosely define a recession as two

consecutive quarters of contraction, or negative GDP growth. On Monday 26, the

government officially declared that the U.S. has been in recession since March. (CBS Market

Watch. " U.S. Officially in a recession." Rex Nutting. [nov 26,2001].

www.cbsmarketwatch.com) However, because of aggressive action by the Federal Reserve and Congress it will be short

and mild. The economy will return to sustained, positive growth in the first half of 2002.

Future Outlooks

The Federal Reserve is doing all that it can help the economy recover. They have cut the

interest rate ten times this year. The rate now lies at a 40-year low of 2%. Lowering the

interest rates will ultimately excite consumer demand in the economy. Companies will

expand and increase use of debt as a result of the low borrowing rates. Coca-Cola can borrow

money for investing in other products as the interest rates are low. It can use the borrowing

on research of new products or technology. As researching for new products would cost less

the Coca-Cola Company will sell its products for less and the people will spend as they

would get cheap products from Coca-cola.

Before the attacks on September 11, 2001, the United States was starting tot see the economy

recover slightly and it is only just recently that they achieved the economic levels. Consumers

are now resuming their normal habits, going to the malls, car shopping, and eating out at

restaurants. However, many are still handling their money cautiously. They believe that with

lower inflation still to come, consumers will recover their confidence over the next year.

The non-alcoholic beverage industry has high sales in countries outside the U.S. According to

the Standard and Poor's Industry surveys, "For major soft drink companies, there has been

economic improvement in many major international markets, such as Japan, Brazil, and

Germany." These markets will continue to play a major role in the success and stable growth

for a majority of the non-alcoholic beverage industry.

S: Social change involves changing attitudes and lifestyles. The increasing number of

women going out to work, for example, led to the need for time-saving products for the

home.

Social Analysis for Coca-Cola

Many U.S. citizens are practicing healthier lifestyles. This has affected the non-alcoholic

beverage industry in that many are switching to bottled water and diet colas instead of beer

and other alcoholic beverages. Also, time management has increased and is at approximately

43% of all households. (http://www.cdf-mn.org). The need for bottled water and other more

convenient and healthy products are in important in the average day-to-day life.

Consumers from the ages of 37 to 55 are also increasingly concerned with nutrition. There is

a large population of the age range known as the baby boomers. Since many are reaching an

older age in life they are becoming more concerned with increasing their longevity. This will

continue to affect the non-alcoholic beverage industry by increasing the demand overall and

in the healthier beverages. T: Technological change - creates opportunities for new products and product improvements

and of course new marketing techniques- the Internet, e-commerce.

Technological Analysis for Coca-Cola

Some factors that cause company's actual results to differ materially from the expected results

are as follows:

The effectiveness of company's advertising, marketing and promotional programs.

The new technology of internet and television which use special effects for

advertising through media. They make some products look attractive. This helps in

selling of the products. This advertising makes the product attractive. This technology

is being used in media to sell their products.

Introduction of cans and plastic bottles have increased sales for Coca-Cola as these

are easier to carry and you can bin them once they are used.

As the technology is getting advanced there has been introduction of new

machineries all the time. Due to introduction of this machineries the production of the

Coca-Cola company has increased tremendously then it was few years ago

CCE has six factories in Britain which use the most stat-of the-art drinks technology

to ensure top product quality and speedy delivery. Europe's largest soft drinks factory

was opened by CCE in Wakefield, Yorkshire in 1990. The Wakefield factory has the

technology to produce cans of Coca-Cola faster than bullets from a machine gun.

d. Advertising and Marketing Objectives :Coca-Cola is known world-wide for it’s distribution of non-alcholoic beverages. Their objective is to “maintain a trusted local presence in every community we serve. We are constantly looking ahead to anticipate what our communities may need and gathering resources to support them.” To carry out this objective, they’ve devised a strategy to “build out on fundamental strengths in marketing and innovation driving increased efficiency and effectiveness in interactions with out system and generating new energy through core brands that focus on health and wellness.” Their tactic is to increase their annual marketing budget, launch many new products, and developed a model to help our retail customers maximize their sales.

e. Target Audience :Coca Cola is aimed more at teenagers than any other age group

f. Pricing Strategy :

g. Others Tools of Promotion used§ Sponsorships

§ Enhancement of product mix

§ New product formulations according to changing consumer preferences

§ Advertising

18. Media Plana. Budget :20 lakhsb. Nature of Message :Promotional, family orientedk. Reachability :High in urban, and semi-urban areasl. Frequency :An average of 5 impressions per day per person

i. Media Selection :Budget: Optimum rate per space with relation to high reachability among newspapers





vi. Brochures could be given to customers and clients

c. Agency :d. Competitor Budget :competitor Strategy: Realignment of their organization into

three new business units; PepsiCo America Foods

i. Includes FLNA ,QFNA and all of their Latin American food and snack business LAF.

PepsiCo America Beveragesii. Includes PBNA and all of our Latin American beverage business

PepsiCo Internationaliii. Includes all PepsiCo business in the United Kingdom, Europe, Asia, Middle

East and Africa.





Name of product : Macbook AirBrand & Tagline : Apple, There’s something in the air.Price : Rs.67,900 , Rs.74,900USP : 64GB flash storage , 1.7GHz dual-core Intel Core i5 (Turbo Boost up to 2.6GHz) with 3MB shared L3 cacheMajor Competitors : Dell , Toshiba , AcerCurrent stage in Product cycle : Maturity

6) Market strategy:

SWOT analysis : Strengths •Apple is a world wide company – apple 1 was the first apple computer which was just a monitor and key board in April 11, 1976..

•With Apple you know your going to get value for money •Apple has a big income each year, in 2011 they got an income of 25.922 billion.

Weakness •Apple is quite expensive. •Apple has a high expectation and then they might not meet that expectation •Apple does have its own software you have to buy another software. •Steve Jobs has died so the products might not be that good

Opportunities •Apple could bring out a new computer or tablet or phone which is the best of fastest in the world.•apple could get bought by a very rich person who will invest a lot of money in the business. •could get a celebrity sponsor.

Threats •could go out of business •someone could buy their company and not make it good. •could make a rubbish new product and then people would expect it to be the same like that for ever

Perceptual Mapping:

Pest analysis

Political Influences: It is reported that in 2007 52% of sales of Apple were from outside America.

Bad

International relations, wars and terrorism might influence Apple in a huge

manner; moreover

these are all factors Apple has no ability to control .Apple Inc. produces

many of its parts

and products outside the U.S., like Ireland, Czech Republic, Korea, China,

and Cork. Political

Conflicts between the U.S. and any of these states may have

Awful outcomes

Economic Influences: The global economic depression might have immense impact on Apple Inc. The

inflation rate is high,

while consumer’s incomes didn’t have significant changes, moreover the

unemployment rate has

increased, leading consumers to spend less, especially on ‘luxury products’, as

Apple products might

be viewed. Even though the U.S. dollar has lost value, Apple Inc. is not as

endangered economically.

The corporation has purchased itself foreign currency, to minimize the economic

effects of inflation on

Apple Inc. It needs to be said that the U.S. dollar’s depreciation has in fact

increased Apple’s revenue in

the international market.

Social Influences: Globalization includes the interaction of people worldwide, for which technology

plays the main role.

Today’s World cannot be imagined without technological devices as Computers,

mobile phones etc.

Apple is the globally seen as the King of technology, not because of most usage,

but quality and

design. Another big social influence is the music industry, which over the last

decade has become

virtual and set its market to the cyberspace. Apple having developed

the biggest

virtual media store, iTunes, is well ahead any other competition of this

direction. Web piracy

might be a threat, but most governments punish those behaviors. All in all ,

Apple’s image

also portrays the modern individual’s lifestyle, combining functionality with design,

leading to brand

identification and loyalty. Therefore social influences have positive effect son

Apple Inc.

Technological Influences: The technology market for computers and mobile phones has become huge, adding

more lifecycle is very

competition in the market. Also technology innovations and changes

are almost

as fast as light, therefore the products short. Investing largely in Research and

Product Development,

Apple is on top of the market, regarding innovative products. This includes making

the work for the

competition to follow, but it’s still better because innovation is a big part

of the brand and

has shown to pay out.

Advertising / marketing objective : “ Apple’s thinnovation”

Target audience : Upper class youth

Psychodynamics of target audience : The brand has high consumer loyalty.

Pricing strategy : Price skimming

Other tools of promotion : direct advertising , online advertising.


7) Media Plan

b) Budget : 15 lakhs (approximate)

b) Nature Of Message : stylish


d) Frequency/ media schedule: 5 times mostly ads are online


Slot: Both priority and regular slots were used, depending on budget and the stage of advertisingAudience: Newspapers are read by almost all literate people from middle and upper class, while magazines were read by higher-middle, and upper class people, both men and women.


g) Ad agency :

h) Competitor budget : 10 lakh.

i) Competitor strategy : using brand ambassador.

4) Personal opinion : The ad is stylish and captures the attention of the audience

5) Public opinion :

Identify product/ service/ idea:

Name of product Maggi

Brand & Tagline Nestle, me and meri maggi

Price 5, 10, 20,40

USP Instant 2 mins noodles

Major Competitors yippee,topramen

Current stage in Product cycle Maturity

.

Market strategy:

SWOT analysis

STRENGTH

Market leader in their segment Strong brand loyal consumer base Wide range of distribution channel Product according to the need of Indian consumer Innovative Product.

WEAKNESS

Product are dependent on each other Not so much presence in rural market

OPPORTUNITY

Increasing number of working youth Product has been acceptable in youth category Shift to rural market Changing preference of consumer towards Chinese food and fast food.Can foray into other food markets with its strong Brand name

THREAT

Price war with competitors. Strong presence of regional competitors Consumers don’t perceive it as a “Healthy Product”

.

Pest analysis

Political Factor:

Government has to control over many factors activities by settings Standards of law. Changes in taxation and environmental law.

Economical Factor:

changes in consumers spending habit. Economic crisis makes consumer to cut their spending. Worse economic situation after 19/11.

Social Factor :

Culture has tremendous effect on people s preference. Many citizens practice healthy lifestyle.

Technological Factor:

Introduction of new machine all time.

Advertising / marketing objective

To reach large audience with their upcoming flavors and low budget strategy making maggi the most lovable snack ever.

Target audience

All age group.

Psychodynamics of target audience

Todays world is so busy and 2 minutes instant noodle is all required to fulfill their hunger .Teenager,kids,student etc are the main target of the magi noodles.

Pricing strategy

Price skimmimg

Other tools of promotion

Voucher s, direct advertising ,contest and lucky draws.

Value chain

Producer ->wholesalers-> retailer ->consumers -

Media Plan

Budget 10 lakhs (approximate)

Nature Of Message Family oriented.

Reachability To a larger target audience.

Frequency/ media schedule 15 times a day (per channel)

Media selection factor

Budget

Optimum rate per space with relation to high reachability among newspaper.

Rating

newspaper were selected on high readership ratings for national and regional level for maximum number of impressions.

Slot

Both priority and regular slots were used, depending on budget and the stage of advertising

Audience

Newspapers are read by almost all literate people from middle and upper class, while magazines were read by higher-middle, and upper class people, both men and women

Ad agency JWT

Competitor budget 7.50 lakh.

Competitor strategy Different in taste and simple strategy like non sticky noodles and round noodles.

Personal opinion The ads are very different and attractive .It grabs viewers attention.

Public opinion Due to its less price its liked by many people .There advertisement are new and catchy.its taste is liked by all.

1.Identify product/ service/ idea:

Name of product

Marie light Brand, logo & Tagline

Sunfeast,light khao light reho Price

10,40 USP

Its fat free Major Competitors

Britania Current stage in Product cycle

maturity

2 .Market strategy :

SWOT analysis Strength

Low cost . Good advertising and visibility. Good product quality and packaging . Celebrity brand ambassador .

Weakness

Many competitors in this segment .

Nothing unique.

Opportunity

Tie-up with corporates/hotel chains .

Threat

Severe threat from wafer and salted snacks segment.

Similar biscuit categories

Pest analysis Political Factor

Huge burden of VAT- increase in prices may affect the sales. Excise duty raised by union budget by 5 % Ban on communication Luxury tax in 10 states- making it difficult for ITC to maintain the

consistencylevel in prices for different places. Smuggling-regarding Tobacco products 100% FDI allowed- as it will allow several Foreign Brands to enter the

IndianMarkets, and thus, may affect the share of ITC in the Indian Markets. Economical Factor

Bidee : cigarette ratio = 10:1-which means they are the producers of a very less level of tobacco products as compared to overall consumed.

Profit margin is high -thus, it will yield higher level of returns over comparatively lesser inputs.•

Other forms of cheap tobacco intake -the economy of India is not as strong which leads to people consuming cheap tobacco products.

India’s top producer of cigarettes.-and it can be concluded that since ITC is the leading producer of tobacco products in India

Social Factor Becoming status symbol-for many, intake of tobacco is a status symbol.

They feel that the usage of Cigars and high-branded Cigarettes gives an increase to their status in the society.

Companions mounted by W.H.O. Changing attitudes towards tobacco-Many people are becoming

aware about the ill-effects of intake of Tobacco..

Restrictions by government-Several restrictions on tobacco and it advertising has made the promotion of tobacco brands almost impossible, thus leading to a decline in their sales.

Technological Factor Cheap labour supply-It has often been noticed that labour is very cheap

and in abundance in India. Development of IQMS-i.e. Innovative Quality Products and Systems. The

basic principle of ITC is to produce quality products and thus, systems are set-up in order toobtain them.

Adapting other concepts like QC and TQM-Various techniques such as QC(Quality Control) and TQM (Total Quality Management have regularly been adopted by ITC so as to ensure the Quality is maintained and managed regularly.

Hardware investment- High amount of investment is done in hardware such aslarge Storehouses, high shelves, etc.

Software investment Advertising / marketing objective

To provide healthy and tasty snack that savors peoples heart. Target audience

To young and old people who are health conscious. Psychodynamics of target audience

Reaching the audience who eats healthy food. Todays life style everyone wants to take care of their health and same time wants something nice to eat.

Pricing strategy Price skimmimg

Other tools of promotion Offers in biscuit,low price ,different flavours

Value chain Producer -> wholesaler- >retailer ->consumer.

3 . Media Plan

Budget 5 lakhs (approx)

Nature Of Message Healty .

Reachability To a larger target audienc

Frequency/ media schedule 5 times a day ( mostly in kids channel)

Media selection factor BudgetOptimum rate per second with relation to high reachability among readers of newspaper and magazine

Rating Newspaper and magazines where selected based of number of viewers ratings for national and regional level for maximum number of impressions.Also reaching children.SlotBoth priority and regular slots were used, depending on budget and the stage of advertisingAudienceNwespaper and magazines are read by all type of audience from middle and upper class, while magazines were read by higher-middle, and upper class people, both men and women.Also comic in reach of kids.

Ad agency FCB ulka agency

Competitor budget 15 lakh

Competitor strategy Brand loyalty and brand position

Personal opinion Since yippee noodles brings different taste in their noodles and also not sticky they stand unique from other noodles.

Public opinion

PR Ad Analysis .


Name of product : Sunny

Brand, logo & Tagline : Nissan motor, it’s not just a car it’s a caaaaar.

Price : Rs 6, 07,725* - Rs 9, 68,931

USP : Nissan is one of the top 3 manufacturers in Japan

Major Competitors : Honda, Toyota, Chevrolet, Hyundai, fiat

Current stage in Product cycle : Growth.

3) Market strategy:

SWOT Analysis

Strengths

1. Strong financial performance

2. Strategic partnerships.

3. Innovative culture.

4. Growing brand reputation.

Weakness

1. Product recalls

Opportunities

1. Growing global demand for environment friendly vehicles.

2. Growth through strategic partnerships.

3. Increasing fuel prices.

Threats

1. Decreasing fuel prices

2. Global competition in automotive industry.

3. Rising raw material prices.

4. Natural disasters.

5. Appreciating yen exchange rate.

Perceptual Mapping

Pest analysis

Political Factor:

1. Government has to control over many factors activities by setting Standards of law.2. Changes in taxation and environmental law.

Economical Factor:

1. Changes in consumers spending habit.2. Economic crisis makes consumer to cut their spending.3. Worse economic situation after 19/11.

Social Factor :

1. Culture has tremendous effect on people ‘s preference.2. Many citizens practice healthy lifestyle.

Technological Factor:

1. Introduction of new machine all time.

Advertising / marketing objective : A car which will give you a memorable experience

Target audience : Upper middle class audience.

Psychodynamics of target audience: The royal look and the stylish features at a nominal price

With many varieties of attractive color grabs the attention.

Pricing strategy: price neutralization

Other tools of promotion: Voucher s, direct advertising, contest and lucky draws.

Value chain: Producer -> consumer.

4) Media Plan

b) Budget : 9 lakhs (approximate)

b) Nature Of Message : creative and enjoyable


d) Frequency/ media schedule : 10 times a day (depending on channel)


Slot: Both priority and regular slots were used, depending on budget and the stage of advertising Audience: Newspapers are read by almost all literate people from middle and upper class, while magazines were read by higher-middle, and upper class people, both men and women


g) Ad agency : NJ advertising


i) Competitor strategy : use brand ambassador for their advertisements.

4) Personal opinion : The ad succeeds in capturing the attention of the readers

5) Public opinion :

p raveena d analysis

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