A Direct Marketing Campaign for a Consumer Product Essay

A Direct Marketing Campaign for a Consumer Product - Essay Example   The marketing plan ¨ will target audiences from the ages of twelve years old to twenty-one years old. Only the students from high schoolsïÆ'’, colleges and university of this age group will be chosen in the first marketing phase within the Los Angeles Area. The private high schools are Loyola High School, Immaculate Heart High School, Rose and Alex Pilibos Armenian School, Windward School, Sheenway School, Daniel Murphy High School, Marymount High School, Shalhevet High School and Green Pastures Academy. The public high schools will be John Marshall High School, Los Angeles High School, Dorsey High School, Eagle Rock High School, and Belmont High School. The Colleges included in our school visits are Academy Pacific Travel College, Agape Christian   The Lipton Green Tea (LGT) will be portrayed as having the beneficial health ingredients such as the much-needed vitamins and minerals and its natural product with no preservatives, additives, and food coloring thereby eliminating the possibility of having harmful side effects will be the main theme of the marketing plan. This marketing strategy to attract a particular target audience will be implemented from January 2006 to June 2006. Free one bottle samples will be given to the prospective youngster.   They will then fill up a survey questionnaire to determine their taste comments and other comments and suggestions. Colorful expensive brochures and flyers will be given to each free sampling student advertising the many health benefits taking the Lipton Green Tea to make them familiar with the products. The LGT will have the same selling price as a Coke product. This means the LGT will have a very optimistic projection of its marketing strategy to corner a big portion of the beverage consuming market.

The Key Differences Between De Beers Old And New Business Model Essay - 24

The Key Differences Between De Beers Old And New Business Model - Essay Example Kodak’s main strategy in this period was to avail to their customer’s high-margin film referred to as the razor blade strategy. This strategy involved Kodak’s development of inexpensive cameras as a way to an end: the company had the objective of facilitating lucrative film sales. In a heart shell, the invention of the digital camera was held back due to management’s worries about the negative effects on film sales. Nonetheless, the developmental dependencies on many other industries were extremely high as microprocessors, advances in electronic storage, and various communication soft wares for the camera and digital data transfer, soft wares for image processing, etc. Microelectronics was a problem for the company during the implementation of its strategy. However, the strategies that the company employed failed. Normally in a perfect market whenever disruptive technology exists, companies always fail to capitalize on the invention of the day for fearing cannibalizing current product sales. For instance, in 1981 when Sony introduced a filmless digital camera into the market, panic permeated Kodak company‘s executive suite. Explicitly, over the next years, the company invested about $5 billion in digital imaging. Through estimation, this was approximately 45% of the company’s R&D budget. Sadly, with disruptive technologies like digital cameras, whenever a company becomes the first-mover it has a lot of advantages and others who follow suit find it very difficult to overcome the competition. The strategy failed since by the time the company realized that their razor-blade strategy was not workable; the lions were by now out of the barn. Kodak was not able to match the competition.