Positioning Strategies - Free Essay Example

Sample details Pages: 1 Words: 419 Downloads: 9 Date added: 2017/09/14 Category Advertising Essay Did you like this example? POSITIONING STRATEGIES Positioning refers to creating a favourable image in the mind of the customers so that they perceive the product or a service to be better than that of its competitors. It is also occupying the mind, heart, body and wallet space of customers in the selected target market segment through differential advantage higher than rivals in an irreplaceable way by converting differential advantage into sustainable differential advantage. Positioning is not so much what a product actually is but rather how the company wants its target customers to perceive it. A company can choose from a number of different strategies. DIFFERENT POSITIONING STRATEGIES 1) Positioning by Attribute:- Associating a product with a particular feature. (i) ACE : â€Å"Small is Big. † (ii) Pril : â€Å"Pril clean. Full clean. † (iii) (iv) Positioning by Benefits:- Associating a product with a special customer benefit. (i) SERVO : â€Å"100% PERFORMANCE. EVERY TIME. † (ii) Angel Broking : â€Å"Service Truly Personalised† (iii) Pepsodent G : â€Å"MAKES GUMS HEALTHIER. FIGHTS GERM LONGER. † (v) Positioning by Use or Application:- Don’t waste time! Our writers will create an original "Positioning Strategies" essay for you Create order Associating a product with a specific use or particular application. (i) Surf Excel : â€Å"Surf Excel hena! † (ii) Clinic All Clear : â€Å"Dare to wear Black† (iii) (vi) Positioning by User:- Associating a product with a user or a class of user. (i) BREITLING : â€Å"INSTRUMENTS FOR PROFESSIONALS† (ii) Raymond : â€Å"The Complete Man† (iii) Palio Stile : â€Å"The Fiat of the new generation† (vii) Positioning by Competitor:- Identifying a prouct by using a competitor as reference. (i) IIFL : â€Å"KNOWLEDGE IS THE EDGE† ii) (viii) Positioning by Product Category:- Positioning the product against other products that, while not exactly the same, provide the same class of benefits. (i) Mercedes-Benz: â€Å"The best or nothing. † (ix) Positioning by Quality and Price:- Positioning by price and quality can be done in two ways:- One way to do it is with ads that reflect the image of a high-quality brand where cost, while not irrelevant, i s considered secondary to the quality benefits derived from using the brand. Premium brands positioned at the high end of the market use this approach to positioning Another way to use price/ quality characteristics for positioning is to focus on the quality or value offered by the brand at a very competitive price. Although price is an important consideration, the product quality must be comparable to, or even better than, competing brands for the positioning strategy to be effective. (i) Parle Bisleri: â€Å"Bada Bisleri, same price† (ii) CAMRY: â€Å"Beyond excellence† (iii) BIG BAZAAR: â€Å"Is se sasta aur accha aur kahin nahi! †

The Harms of Losing Predatory Animals - 842 Words

Though it is not as commonly known, loss of predatory animals can be just as bad, if not worse, for the environment than the loss of prey animals. The depletion of animals like bears, mountain lions, and wolves have affected the environment around us in more ways than one might think. The deciduous forest can be a very harsh environment to live in. The temperature can range from extremely cold during the winter to nice sunny, fairly warm days in the summer. Precipitation can be anywhere from fifty to 200 inches in one year, which is a pretty big range. Deciduous forests are filled with different kinds of organisms. The most important predatory animals are wolves, bears, and mountain lions. If they were gone, the population of rabbits and deer would skyrocket which would throw off the stability of the forest. Bears, wolves, and mountain lions all live together in the deciduous forests of northern California. They live in other places, but this is one of the few where they all share a space in the environment. The decline in numbers of bears, wolves, and mountain lions were all caused by their one biggest shared predator: Humans. We almost knocked out three whole species because we honestly believed they were bad for the environment. We wanted to save all the cute little animals, and did not realize the huge impact it would be on the environment if the predators were gone. Humans have been hunting bears for both sport and extermination for about one hundred years. Wolves haveShow MoreRelatedZoos Are More Than Meets The Eye1253 Words   |  6 Pagesentertainment. These animals that make the zoo possible are stripped of their freedom and value of life so they can be used for entertainment by hundreds of people daily. The animals are thought of more like couches; sitting and waiting to be moved around from place to place until we grow old of them and â€Å"throw them out†. 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Patties Food Ltd free essay sample

A  leading manufacturer in Australia Industry: branded frozen food industry Major supplier and marketer of frozen savoury, dessert and fruit products. It has some iconic Australia brands in each of these product categories. the largest pie company in Australia Products: frozen savoury products: meat pies, sausage rolls, cheese and spinach rolls, pasties and quiches. Well-known frozen savoury brands: Herbert Adams, Four’N Twenty, Snowy River and Wedgewood. dessert products: fruit pies, waffles, crumbles and crepes. fruit products: frozen whole fruits (e. g. herries, strawberries, cranberries and raspberries) processed fruit products (e. g. fruit smoothies that are cubes of frozen concentrated fruit which can be added to milk by the consumer to create a drink). Well-known dessert and fruit product brands: Creative Gourmet, Nanna’s and Chef’s Pride. Growth History: a small cake shop in the Victorian country town of Lakes Entrance (origins back 50 years). then purchased in 1966 by the Rijs family extended into pies and bread rolls continued to grow (through acquisition product development) Subsequently refocused around frozen savoury, dessert fruit products Listed on the ASX in 2006. We will write a custom essay sample on Patties Food Ltd or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Stakeholders: 2 members of Rijs family involved as board members. Shareholders Customers: retailers (e. g. supermarkets) foodservice outlets (e. g. sporting venues or cafes). Not direct consumers. 2 main distribution: In-Home [retailers where products are bought for home consumption] Out-of-Home [foodservice outlets where products are bought ready for consumption]. lt; 1% sales coming from exports, despite moves to enter the US market with its Four’N Twenty products. Developed halal products in its Four’N Twenty range with the intention of growing sales in Asia. Its headquarters production facilities are in Bairnsdale, Victoria. A PFL’s strategic framework PhasesBuild the baseDevelop and growExpand and extend Outcomes†¢ Low costs †¢ High customer service levels †¢ Defend the core †¢ Category leadership†¢ New products †¢ Extra ranging †¢ Extra distribution †¢ More customers†¢ New channels †¢ New regions †¢ New categories †¢ New sub-business Executive leadership team focused effort on the ‘Build the Base’ phase of our strategic plan, relentless drive to build revenue reduce factory conversion costs Result: -improved trading Rebuilt market share in In-Home savoury category(important) Result: revenue increasing well over the category growth. Our strong relationships with the major supermarkets Result: enabled Patties’ brands to strengthen as market leaders. Strategic intent of increasing our mix of revenue towards foodservice other non-grocery channels [products sold through the Out-of-Home market]. Result: Out-of-Home revenue increased to another record level Sales management restructured with a new Head of Sales (Tim Peters ex Fonterra) joining the business. Investment in sales resources in all regions of Australia ensures we have a truly national representation. New products, across all channels Result: increased sales Exceptional technical expertise (due to well experienced Rijs Family) Result: enabled the new products to be launched with rapid entry to market New Four’N Twenty legendary Angus range developed and taken to commercialization stage during the year with the successful launch in June 2010. We expect this range to provide further growth in the near term. Increased marketing for the premium range of Herbert Adams savoury products. significant lift in sales in both In-Home and Out-of-Home channels achieved from the new TV commercial and consumer promotion celebrating Herbert Adams 100 years. Four’N Twenty brand increased exposure with the sponsorship of the AFL [national league] All Australian Football team. This initiative, and the successful tendering of a number of additional stadium supply rights, provided good growth in our core pie range and confirmed Four’N Twenty’s close connection with football in Australia. Patties Foods now has exclusive supply rights at most football stadia in Australia. Desserts business continues to grow with Nanna’s and Creative Gourmet brands retaining market leadership. lowered cost base and ensured the Creative Gourmet business can remain competitive in a very competitive market. (closed and relocated the frozen fruit packing operation from Silverwater NSW to Bairnsdale [in Victoria] in Feb. ) Manufacturing efficiencies are a critical driver of profitability. increased the economies of scale from the investment in production capacity during the year, further developed our team based continuous improvement projects. Thus conversion costs continued to improve A critical factor in our short and long term strategic plans: to maintain and build the high performance culture of the company. Introduced a comprehensive incentive scheme across the business this year. 340 people received monetary incentives based on specific targeted key performance indicators across the business. Balance sheet has been strengthened by the strong cash flow from both the improved trading and focused working capital management. This provides an excellent foundation for growth. Recent developments Patties Foods wins Reliance contract for BP sites won a $4. m+ contract to supply its products to the 200 BP branded sites in the Reliance Petroleum Group. The convenience stores will stock exclusively Four’N Twenty and Herbert Adams products. In announcing the contract, Reliance commented, ‘Patties have proven they are best positioned to build our Pie Sausage Roll business through strong marketing activity, excellent cost price and most importantly, a good pie! ’ Patties Foods Head of Sales, Tim Peters, says the contract win confirms Patties Foods’ market leadership in the Petrol and Convenience Channel. Creative Gourmet targets ‘Smoothie’ market Creative Gourmet’s innovative new range of Smoothie CubesTM proving a big hit with consumers. Launched in March with a national Television commercial featuring food presenter Maeve O’Meara, the new frozen Smoothie CubesTM are available at all leading supermarkets. Desserts Marketing Manager, Jane Westney, describes Smoothie CubesTM as a ‘game changer’, set to revolutionise how Australians enjoy breakfast and snack-time. ‘Smoothie CubesTM fruit-packed frozen cubes for making delicious Smoothies in a moment. a product innovation rated extremely highly in market testing. We’re confident they’re set to change the way Australians enjoy breakfast and snack-time’, Ms Westney said. The innovative Smoothie CubesTM come in 4 great flavours, Strawberry, Berry Antioxidant, Breakfast and Tropical. Look out for them in your local Supermarket. Four’N Twenty rules—Home and Away Four’N Twenty extended its national marketing push into northern States with a 5-year sponsorship agreement with the Sydney Swans [football team]. Patties Foods GM Marketing, Mark Connolly said: Four’N Twenty achieved instant popularity with Sydney fans since becoming the pie of choice served at the SCG [sports stadium] last year. ‘Sydney fans have really taken to Four’N Twenty at the footy and we’re delighted to be partnering with the Swans through this sponsorship—not only at the SCG, but by focusing on their positive community program.

Client Memo free essay sample

Internal control is the method put into place by a company to be sure the integrity of financial and accounting information, meets operational, profitability targets, and transmit management policies throughout the organization (Investopedia). Control deficiency is the result of the design or operation of the control not allowing management, employees to prevent, or correct financial misstatements (Ken Plessner CPA). Material weakness occurs with the possibility of the material misstatement not being prevented, detected, and corrected on a timely basis (Ken Plessner CPA). Significant deficiency requires attention by those in charge but is not as severe as material weakness (Ken Plessner CPA). SAS 115 allows the practitioners to more effectively use their judgment when they become aware of and determine the severity of the deficiency found. If it is determined the deficiency is severe enough, they will report it in writing, to management, and administration (Ken Plessner CPA). Benefits of the changes As with SAS 112, SAS 115 promotes clients understanding of their organization’s internal control weaknesses, which can benefit them in several ways, including (Thomas J. We will write a custom essay sample on Client Memo or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Ryan): * Written communication clarifies identified deficiencies determined to be significant or material weaknesses so management can weigh the risks and determine how they will be addressed. * Management addressing the deficiencies may result in reduced risks to the business because of financial reporting processes and controls being improved. This will also lead to more efficient audits moving forward. * Fraud may be deterred when higher internal controls are attained due to the identification of significant deficiencies and material weaknesses. As a result of managements heightened awareness and education on internal control, a client will be more confident with the internal control of financial reporting. Conclusion The changes put into place by replacing SAS 112 with SAS 115 give Certified Public Accounts (CPA) better ability to judge the severity of internal control deficiencies or material weaknesses that arise during an audit. The CPA’s, in turn will be able better to communicate the found deficiencies to the organizations being audited. As a result they can better assist their clients in obtaining constancy, accuracy, and better administrative practices (Ken Plessner CPA). Works Cited Investopedia. (n. d. )

Art Imitating Life Imitating A essays

Art Imitating Life Imitating A essays The late 1950s saw a new movement in the art world this became known as "pop art" due to the fact that the artists in this movement with this movement manly Andy Warhol and Roy Lichensten of the unites states as well as David Hockney and Derek Boshier of Great Britain, used elements of popular culture as main sources of their work. A good example of this is Warhole's screen prints of Marilyn Manroe, where he took a famous icon of the time and used a mass production technique to make her into a work of art. Lichenstine looked at a different element of popular culture youth culture- comic books. He used this style of painting and drawing to create a comic strip image. For example "Wham", although looks screen-printed it was infact panted by hand dot by dot. Hockney was influenced by graffiti a part overlooked by his contemporaries, he used it in the form of messages scrawled across the background of his paintings . Hockney said that he did this in order to make it clear to the viewer what the picture was about. Derek Boshier painted a series of pieces based on ideas he got from a toothpaste commercial. "identi-kit man" was his way of suggesting how easy it was for companies to manipulate people with the use of advertising and create mass markets. The whole ideas of pop art, as to take things from everyday life and make them into a piece of artwork. These things were those, which the people of post-war Britain were not ready to consider art in any way. There was a thing like Campbell's soup can of Warhol, The kitchen utensils of Tom Wesselman and Richard Hamilton and child like scribbles of David Hockney. Due to the art boom, in the 1960s and clear trends through pop art That designers were able to pick up on these and incorporate them into their work, influenced by fashion icons, movie stars, technology, and motorcars. Although the artists did have some overlapping styles, pop art focuses more on the subject and less on styl...

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Accomplishment of the Eeffectiveness of the World Essay

Accomplishment of the Eeffectiveness of the World - Essay Example My first accomplishment in Motorola was in transplanting the team cooperative culture into two enemy-like teams' DNA. It was a challenging interaction for me as the newly appointed leader of ## department, which is the "joint point" of R&D and marketing. In the cross-departmental meeting at Motorola, R&D and marketing were sharply divided on whether to add a feature application into a new product. R&D refused to incorporate this fearing that technology was still immature, while marketing insisted on an immediate launch of the feature to enlarge market shares and gain clients. In order to draw a resolution, I identified the sharp conflicts existing in two internal cultures-the traditional technology-driven culture and the newly market-driven one. To tackle this challenge was an opportunity to rebuild a collaborative culture, which will serve for the long-range strategy of Motorola. Thus, I launched a two-pronged approach which involved closer collaboration and effective interaction. I started out by conducting brainstorming sessions which allowed the interaction of these functional areas and identify strategy strengths and weaknesses. A better and deeper understanding of each other aroused them to learn from one another and embrace mutual trust building a productive partnership. This experience tested and enriched my leadership influence in exercising the political, interpersonal, and process skills to facilitate a successful outcome to the group's work. The public sector and the private sector often pursue to operate independently from each other. However, this independence hinders each sector to reap the benefits from using strategies and know-how which will enable them to function more efficiently. Thus, my second accomplishment is in transplanting the business concept into the governmental officers' DNA. At the beginning of 2008, Pingyao badly needed to reform its tourism industry which commenced with the Ancestral Hall Tour Company. As the leader of this project, I had an immediate inspiration from the venture capital practice in the business world in order to generate financial resources. However, this has been met with disagreements from conservative public officials. Noting that my problem in not changing the system but changing my leadership style to suit the situation, I began to present the successful cases of Italy in protecting cultural heritage which eventually opened their eyes. The project has been successful and thes e initial accomplishments greatly worked up government officers' immense enthusiasm on integrating business skills into public administration. With this experience, I realized that change leadership goes beyond leading a team, but rewriting the DNA of the team. Lastly, I believe that my humble interaction with a poor woman enabled me to transplant hope into the her DNA. Having been touched by the story of her son who died because of poverty, I was stirred to give her a chance to improve her living condition by finding her a job which made her self-sufficient. Currently, this woman is recognized by the homeowner's association and is also passing on to others the love and hope that I have passed on to her.