marketing final
QAQ474060161
final.docFinal Project
The final project is a team project. Each team will consist of approximately 5-6 students. The final project will require you
to identify a product of your choice in which you will analyze all its messages including advertisements, packaging,
availability, pricing, etc. so that you can better understand the buying process. Specifically, how do consumers recognize a
problem, search for information, evaluate alternatives, make a decision, and what do they do after they buy (i.e. – How do
they determine satisfaction? How do they get rid of the product? Etc.)? What outside influences exist (i.e. – groups,
contexts, social, family or household, etc.)?
After selecting your product, now select 2 competing products that are similar, however, provided by different companies.
The project will compare the two competing products from the same product class. In outline format compare the products
with approximately 12-20 pages (12pt font single space).
Product category campaigns
• Choose a product ** (NO products from Starbucks, Pepsi, Coke, McDonalds, Subway, Microsoft, or Apple)
Areas that need to be addressed with your product and comparing products are the following:
Background information on product/brand category
• Product category description
• Size of the market
• Pricing
• How distributed
• Media and promotions used
Marketing strategy of that brand in terms of:
• Target market(s)
• Product positioning
• Promotional strategy and tactics
• Pricing strategy and tactics
• Distribution strategy and tactics
Interview (in depth) 4 people who have purchased and used the selected product/brand in the past 6 months and obtain the
following:
• Describe the process that led to the consumers’ “choice” of the brand...cite commonalities of response to
marketing strategies and tactics.
• Assess the consumers satisfaction/dissatisfaction with
o The pre-purchase experience
o The purchase experience
o The usage experience
o The service experience
Who is the consumer; select your Target Market based on collected information?
• Income
• Social class
• Ethnicity
• Age
• Cultural influence
How does this product and advertisement tie into the consumer's behavior?
• Perceptions
• Memory queues
• Motivation to purchase
• Personality and lifestyle
• Attitudes
Who makes the decisions on this product?
• Describe the standard steps in the decision making process and what factors influence these steps
o Individual or group
o User different from buyer
o How will the product be disposed of
o Etc.
How is the consumer motivated to purchase product?
• Information search used
• Problem recognition
What would you do differently?
• The positioning strategy
• Product redesign, modifications or elimination
• Pricing strategy and tactics
• Distribution strategy and tactics
• Promotion strategy and tactics
Conclusion
Final Project
Product: Corona
Competitor: Redd’s Apple, Heineken
Background information on product/brand category • Product category description
• Size of the market
• Pricing
• How distributed
• Media and promotions used
Marketing strategy of that brand in terms of: • Target market(s)
• Product positioning
• Promotional strategy and tactics • Pricing strategy and tactics
• Distribution strategy and tactics
CORONA
Marketing strategy of that brand in terms of:
Target market(s)
Anyone 21 and older
Product positioning
Find your own beach
Advertisements
For all occasions such as gatherings, beach days, carne asada days, braking frontiers, any occasion is a Corona time!
Packaging
Traditional glass bottles with the corona trademark design, and aluminum cans also with the traditional corona trademark colors also possible new cans reflecting Day of the dead (Dia de los muertos) with traditional sugar skulls designs.
Availability
Major retail grocery stores such as Walmart, Ralph’s, Stater Bros, Vons, Costco and also including online stores.
Pricing
Ranging from a longneck bottle six pack at $8.12 to a 24 box of 24 longneck bottles at $11.09 +tax.(Price may vary depending in locations)
Promotional strategy and tactics
Corona is well known around the world and has targeted young individuals from the upper and a upper-middle class section of society.
Pricing strategy and tactics
Low cost range, making accessible to a wide range of income households.
Distribution strategy and tactics
Produced by Cerveceria modelo in Mexico for domestic distribution and export to all other countries.
REDD’S APPLE
Marketing strategy of that brand in terms of:
Target market(s)
Male and females between 18 to 34 years old with no children
Product positioning
Turn for the wicked
Advertisements
Gatherings, parties
Packaging
Bottles with trademark and red apples, also aluminum cans also with the trademark of the red apples. (most common image because they also have peach, blueberry and strawberry flavors), Recent introduction of Redd’s wicked.
Availability
Major retail grocery stores such as Walmart, Ralph’s, Stater Bros, Vons, Costco and also including online stores,and Gas stations & Convenience stores.
Pricing
Ranging from a longneck bottle six pack at $8.47 to a variety pack of 12 longneck bottles at $14.99 +tax.(Price may vary depending in locations)
Promotional strategy and tactics
For individuals who like a beer that is not strong, with the Ale hint and cider flavor
Pricing strategy and tactics
Low cost for middle class and college students
Distribution strategy and tactics
U.S. based company
HEINEKEN
Marketing strategy of that brand in terms of:
Target market(s)
Males 24 to 34 years old, with no children
Product positioning
World class super star
Advertisements
Sports celebrity endorse, bars and parties
Packaging
Longneck green bottles with trademark logo, also aluminum cans also with the trademark logo.
Availability
Clubs and Gas & Convenience stores and drug stores.
Pricing
Ranging from a longneck bottle six pack at $8.12 to a variety pack of 24 longneck bottles at $23.98 +tax.(Price may vary depending in locations)
Promotional strategy and tactics
Sports fanatics, clubs and males with a sense of adventure
Pricing strategy and tactics
Low to mid price for middle to upper class
Distribution strategy and tactics
Produced in Holland for domestic distribution and export to all other countries.
Interview (in depth) 4 people who have purchased and used the selected product/brand in the past 6 months and obtain the following:
Henikian and reds
• Describe the process that led to the consumers’ “choice” of the brand...cite commonalities of response to marketing strategies and tactics.
• Assess the consumers satisfaction/dissatisfaction with o The pre-purchase experience
o The purchase experience
o The usage experience
o The service experience
Who is the consumer; select your Target Market based on collected information?
• Income
• Social class
• Ethnicity
• Age
• Cultural influence
How does this product and advertisement tie into the consumer's behavior?
• Perceptions
• Memory queues
• Motivation to purchase
• Personality and lifestyle
• Attitudes
Who makes the decisions on this product?
• Describe the standard steps in the decision making process and what factors influence these steps
o Individual or group
o User different from buyer
o How will the product be disposed of o Etc.
How is the consumer motivated to purchase product?
• Information search used
• Problem recognition
What would you do differently?
• The positioning strategy
• Product redesign, modifications or elimination
• Pricing strategy and tactics
• Distribution strategy and tactics
• Promotion strategy and tactics
Conclusion
