Breast Cancer A Public Health Concern Essay - 1805 Words

According to the United States Breast Cancer Statistics (2016), in 2016 there will be an estimated 246,660 newly diagnosed cases of invasive breast cancer and 61,000 of non-invasive breast cancer among women. For this reason, when studying breast cancer based on a large-scale impact, it not only affects the patient themselves but, as well as their families and communities nationwide. Furthermore, many contributing factors lead to this being such a public health issue. Conclusively, there are specific programs, services, and policies that help to assist the contributing factors of such a public health threat. Nevertheless, breast cancer is still an increasing concern in society, and much-needed research is required to be able to detect and treat this disease. Background on the Community in Breast Cancer Among Women Generally speaking, throughout the United States, Cancer is a public health concern that has a significant impact amongst both men and women. At the same time, Breast Cancer indicates development of a tumor from cells in the breast known as a malignant tumor. Breast Cancer can begin at two different points, either the cells of the lobules, that are milk-producing glands, or the ducts, a channel draining milk from the lobule to the nipple (â€Å"What is Breast Cancer,† 2016). Specifically speaking about Breast Cancer among women, according to the Center for Disease Control and Prevention (2016), it is the most common cancer, regardless of ethnicity or race. Under thoseShow MoreRelatedBreast Cancer : A Major Public Health Concern Among Women1145 Words   |  5 PagesToday a major public health concern amongst women is cancer. Breast cancer is the most common as it affects one in eight women in America, and is also socialized through media more than any other cancerous disease. Uterine cancer accounts for the majority of gynecologic cancer in women but another cancer is known as the â€Å"silent killer†. According to the American Cancer Society, ovarian cancer causes more cancer deaths in women than any other cancer of the reproductive system. Ovarian cancer kills twoRead More Cancer Essay1378 Words   |  6 PagesIn recent years, cancer prevalence has been increasing globally. It is now one of the top 10 causes of death among the middle and high income countries worldwide (World Health Organisation, 2008). In Singapore, cancer has surpassed cardiovascular disease and become the top killer over the last 3 years (Ministry of Health, 2007). Breast cancer tops the chart among Singaporean women (Health Promotion Board, 2007). Thousands of women are diagnosed with breast cancer annually and it causes approximatelyRead MoreBreast Cancer : A Shocking And Very Serious Disease1696 Words   |  7 PagesBreast cancer is a horrifying and very serious disease that should not be underestimated. It is a common cancer in women but the majority of women that are affected by this disease do not know that it can be treated in all sorts of ways or that breast cancer rarely ever appears in the same form more than once. As one of the leading causes of death in the United States, breast cancer is affecting tons of people. Orenstein, a breast cancer survivor, discusses the awareness and education of breast cancerRead MoreThe Treatment Of Breast Implants Essay1498 Words   |  6 Pages Breast Implants In recent years, the demand for this ‘appearance medicine’ has increased rapidly, largely in response to unrealistic media images of ‘perfect’ faces and bodies alike. In Aotearoa New Zealand, doctors who are not qualified as surgeons may perform cosmetic procedures, including invasive surgery. As with any form of major surgery, there are certain risks and side effects linked with cosmetic surgery and variations betweenRead MoreSpeech On Health And Health1220 Words   |  5 PagesHealth promotion remains an important topic for discussion both locally and nationally. It provides a unique opportunity to empower people to make informed choices regarding key health-related behaviors, such as tobacco and alcohol use, sexual practices, dietary choices and physical activity. Good health is an affair which should involve the participation of everyone in the community. Annually, thousands of local residents lose their lives because they do not seek health screening which might preventRead MoreThe American Association Of Nurses907 Words   |  4 Pageshave identified American Public Health Association, an association of public health professionals in the United States and other professionals from health related fields. This association comprise of environmentalists, nurses, doctors, dentists and many other professionals. However, there is more clarity about nurses in the public sector. The American Association of nurses is one of the largest groups registered by APHA. I therefore, choose nurses as a group of public health professionals to researchRead MoreEssay Environmental Causes of Breast Cancer1320 Words   |  6 Pagesthe United States, starting from the first breast cancer case in 1930s to today, a womans lifetime risk of breast cancer increases to one eighth (Gray et al.). Continuously increasing breast cancer rate has caused a lot of concerns among not only ordinary people but also scientists. For decades, scientists have been working on the causes of breast cancer in order to find the corresponding methods of treatment. However, only about 25% of the breast cancer cases got explained (Brody et al.); till todayRead MoreAnimal Testing in the Cosmetic Industry: An Increasingly Controversial Issue706 Words   |  3 Pagesanimal testing has become public knowledge, many activist groups have targeted the industry to pressure manufacturers into stopping practices that have been deemed unacceptable. While some of these efforts have met with some success, many cosmetic companies still do use animal testing in a somewhat covert way, despite public claims that this is not the case. Another concern for activists is the harmful chemicals in cosmetics. These are marketed to a largely uninformed public. Some of these substancesRead MoreShould Latina Breast Cancer Survivors Be Improved Quality Of Life?1685 Words   |  7 Pages EBP Will Latina Breast Cancer Survivors Have an Improved Quality of Life if Intervention Includes Bilingual Education? Rae Barbosa College of Western Idaho Summary Very few studies have been completed on the quality of life of post-treatment Latina breast cancer survivors. The purpose of the evidence based practice study was to test whether or not the quality of life for Latina breast cancer survivors was affected by bilingual intervention. The study was composed of two groupsRead MoreThe Burden Of Cancer : Aging And Adoption Of Westernized Lifestyle Like Physical Inactivity1161 Words   |  5 Pagesof cancer is growing globally due to aging and adoption of westernized lifestyle like physical inactivity,smoking etc. Every year nearly 10 million people are diagnosed and 6 million die of cancer globally. Cancers of lung, breast and colorectal region constitute 12.3%, 10.4% and 9.4% of total cancers cases respectively across the globe. Cancer is one of the leading causes of mortality in India. 6 % of all reported deaths are due to cancer. In 2013 there were 14.9 million incident cancer cases

Janes Relationship with Rochester in Brontes Jane Eyre...

Janes Relationship with Rochester in Brontes Jane Eyre Works Cited Not Included Jane Eyre is one of the most famous and well-read romantic novels in English literature. The novel has been translated into scores of different languages and adapted many times for dramatised productions. The relationship between Jane and Rochester is the central theme of the novel. Charlotte BrontÃÆ' « makes use of a simple yet familiar story line: boy meets girl, boy loses girl, boy and girl are reunited after some hardship and then live happily ever after. Jane Eyre contains most of the classic†¦show more content†¦As the novel progresses however, Charlotte BrontÃÆ' « qualifies this when Rochester explains why AdÃÆ' ¨le is not sent away to school: he says, I could not afford it: schools are so dear(Page 200). Furthermore when Rochester tells Jane in chapter 27 about Bertha Mason he explains why his father ar ranged the marriage - the reason being that the Masons were a rich family who would give a dowry of thirty thousand pounds (a considerable amount of money at that time). From this it is reasonable to conclude that Rochester didnt come from a very wealthy family. His family were keen for him to marry this girl just for her familys wealth. This money has obviously been partly used for his large home, Thornfield, where he keeps at least five servants. As money is often used as an indicator of your social standing in society I draw the conclusion that Rochester has a high social standing whilst Jane doesnt come from such a good one. During Rochester and Janes relationship Jane often feels uneasy about their different social status, for example, during Rochesters party in chapter 17 Jane feels so out of place that she sits alone by the window andShow MoreRelated Charlotte Brontes Jane Eyre - A Romantic Ending In An Anti-Romantic Novel1166 Words   |  5 PagesJane Eyre - A Romantic Endi ng In An Anti-Romantic Novel This paper discusses the ending of Jane Eyre, discussing whether it is a â€Å"good† ending. The paper draws on three criticisms of both the novel and Romantic literature in general to conclude that, yes, it is indeed a good ending because it both fits the prevailing realism of the main character’s worldview, and conforms to the predominant literary trends of the period. The climate in which Charlotte Bronte wrote her magnumRead MoreEssay about Finding the Balance of Love and Freedom in Jane Eyre1339 Words   |  6 PagesSimilar to many of the great feministic novels of its time, Jane Eyre purely emerges as a story focused on the quest for love. The novel’s protagonist, Jane, searches not only for the romantic side of love, but ultimately for a sense of self-worth and independence. Set in the overlapping times of the Victorian and Gothic periods, the novel touches upon both women’s supposed rights, and their inner struggle for liberty. Orphaned at an early age, Jane was born into a modest lifestyle, without any major parentRead MoreJane Eyre Essay3572 Words   |  15 PagesGleaden Word Count: 3238 Compare and contrast the ways in which Bronte and Rhys construct the adult selves of Jane and Antoinette and consider how this shapes their relationship with Rochester. Jane Eyre and Wide Sargasso Sea present the childhoods and later lives of two women, who similarly marry the complex character, Mr. Rochester. Both begin their lives as outsiders, Jane because of economic differences to the rest of her family and Antoinette because of racial distinctions to the restRead More Fire and Heat Imagery in Charlotte Brontes Jane Eyre Essay1576 Words   |  7 PagesFire and Heat Imagery in Charlotte Brontes Jane Eyre The essence of any true magnificent piece of literature is not what one can see in words. It is what one can see behind the words. It is through the symbolism and imagery found in works of literature that a reader can truly connect with the writer. Charlotte Bronte epitomizes the spirit of the unread but understood in her Victorian work Jane Eyre. There have been numerous essays and theories presented examining the complex symbolism andRead MoreEssay on A Womans World in Jane Eyre by Charlotte Brontà «1145 Words   |  5 Pagesto write under a fake male name in order to have Jane Eyre published and read. Nevertheless, she was still completely focused on addressing issues concerning women, education, and marriage. Combining these topics, she produced one of the most popular novels in the English language. The deaths of her older sisters, the time she spent as a teacher and a governess, and her relationship with Constantin Hà ©ger influenced Charlotte Brontà « to write Jane Eyre. Brontà « was born on April 21, 1816, the third ofRead More The Oppressed Female in Charlotte Brontes Jane Eyre886 Words   |  4 PagesThe Oppressed Female in Charlotte Brontes Jane Eyre   Ã‚  Ã‚  Ã‚   In Jane Eyre, Charlotte Brontà « clearly demonstrates the relationship between sexuality and morality in Victorian society through the character of Bertha Mason, the daughter of a West Indian planter and Rochesters first wife. Rochester recklessly married Bertha in his youth, and when it was discovered shortly after the marriage that Bertha was sexually promiscuous, Rochester locked her away. Bertha is called a maniac and isRead MoreJane Eyre By Charlotte Bronte1601 Words   |  7 Pagesto interpret this novel as feminist, one must see it through the lens of the time and place Brontà « wrote it. Charlotte Brontà «Ã¢â‚¬â„¢s Jane Eyre was a feminist work in that Bronte expressed disdain for oppressive gender structures through the voice of Jane Eyre, and the actions of Bertha Mason. Jane Eyre was a steamy novel for its time, with imagery as blatantly concealed as Jane’s description of Rochester’s hand as being â€Å"rounded, muscular; and vigorous†¦long, strong†¦Ã¢â‚¬  (Brontà « 312) A modern reader mightRead MoreEssay On Governess In Jane Eyre1227 Words   |  5 PagesThe process of procuring the governess position at Thornfield Hall is the moment that Jane Eyre steps into a further level of independence that defies the Victorian standards of the time period for women (Godfrey 857). From the moment that Jane posts her advertisement in the Shire Herald, she seizes the possession of her life by her ambition to rise into a higher social class and rely simply own her own ability free from reliance on others (Brontà « 694; Vanden Bossche 47). The desire for this stepRead MoreJane Eyre vs Wide Sargasso Sea Essay example1635 Words   |  7 Pages Symbolism through Theme Of Jane Eyre and Wide Sargasso Sea â€Å"To produce a mighty book, you must choose a mighty theme. No great and enduring volume can ever be written on the flea, though many there be that have tried it,† stated Herman Melville. As implied, without theme, no novel can be considered â€Å"mighty† or have any depth. Theme is essential in any work of art. Jane Eyre is a novel by Charlotte Brontà « that takes the reader through the experiences of Jane Eyre, from childhood to adulthoodRead MoreTheme Of Feminism In Jane Eyre1733 Words   |  7 PagesEmily Griesinger perceives that Charlotte Brontà «Ã¢â‚¬â„¢s focus on both women and religion to be so prominent in Jane Eyre that she coined the term â€Å"biblical feminism† to simultaneously refer to these two themes. Brontà « wrote the novel in a time where radical feminist Protestantism was increasingly explored, and Griesinger’s overarching view is that Brontà « intended to illustrate that women of faith, like Jane, â€Å"are not disempo wered but find strength to obey God even if it means going against social and

Creating a New Brand in a Competitive Environment Free Essays

string(214) " to keep in the traditional way, SABMiller is gaining the younger market and LVMH is taking advantage of the weakness in Diageo, and forgetting that luxury wines and spirits are a strong part of their competition\." EXECUTIVE SUMMARY The purpose of this document is to show how the marketing has changed to adapt to the modern world, and international companies work to offer the best services and product, competing with other firms. Some Marketing tools have varied depending on the approach; this is why some companies prefer to use a disparity of elements to attract customers and retain them, offering some added value. In the research it is possible to find different theories applied to real examples, and taking companies such as Diageo, Louis Vuitton Moet Hennesy (LVMH), and SABMiller like an example, to introduce a new product in an unexplored segment. We will write a custom essay sample on Creating a New Brand in a Competitive Environment or any similar topic only for you Order Now Beginning with a short background explaining how the main company works, their star product and direct and indirect competitors. Also, it has discussed about the challenges that this companies have been facing and how they solve these issues, implementing some strategies. The Swot will be explained more in detail, which is important to know the internal and external forces, are influence the company stability. The differentiation is also important, because this gives to the company uniqueness, originality and authenticity part that consumers see it like added value. After an intensive study, the recommendations to launch a successful product are made to implement in a new market, avoiding imitations and confusion in customers, due to the huge range of competitions in the same sector. Diageo is always caring about their customers; they support campaigns to avoid underage drinkers. INDEX Page Introduction3 1. Case Background 4 2. Key Findings 5 2. 1. What is the real challenge that Guinness faces at the market? 5 2. 2. More than a want 5 2. 3. A big competition5 2. 4. Marketing Channels 6 2. 5. Finding main challenges in the competition6 . 6. Segmenting Markets7 2. 7. SWOT7 2. 8. Designing a marketing plan8 2. 8. 1. Opportunities in the UK market 8 2. 8. 2. Target Market 9 2. 8. 3. The New 4 P’s 9 2. 9. Creating Brand value 10 2. 10. Branding 11 2. 11. Differentiation strategies 11 Recommendations 12 Conclusions 13 Appendix Bibliography INTRODUCTION The main purpose of this assignment, it is to explore different marketing approaches in curr ent markets, apply a disparity of theories studied at class and expose perspectives from both sides in the market, consumers-companies. In general, this project will focus in how to launch a product in a competitive market, where the beer will be the main competitor. Introducing companies such as Diageo, which has a short trajectory but its brands a long heritage history, Louis Vuitton Moet and Hennesy is recognizing for their luxury products; and SABMiller, the variety is the strong part. 1. CASE BACKGROUND Diageo is one of the market leaders in premium beverages companies; they provide a huge range of alcoholic drinks, for example, spirits, beers and wines. They include brands such as Johnnie Walker, Crown Royal, JB and among many other. Besides this, it is possible to find this company in roughly 180 markets, employing more than 25. 000 people with 80 offices. Its company structures and orientation is classified in Geographic, this is why Diageo desires sell the right product to the right customer, and therefore certain products are selling according to the demand of each country. In UK, Guinness is the most popular beer in Bars and Pubs, and it is not only its taste, is also the way to communicate the correct message, which I will discuss in more detail. Apart from this, it has been rated one the top tasting beers around Great Britain. Additionally, having a long heritage makes this brand stronger and trustworthy for drinking people. However, positioned companies, like Louis Vuitton Moet Hennesy (LVMH) and SABMiller, do not facilitate its distribution and selling, so to differentiate each company has worked in the strategic marketing plans, taking into account that LVMH is the indirect competitor in the alcoholic beverages market. 2. KEY FINDINGS 3. 1. What is the real challenge that Guinness faces at the market? A long heritage brand could be difficult to revitalize in a modern and competitive market, due to a huge range of brands trying to imitate the taste and the shape, but how does Guinness keep being recognized by people all of ages without losing their well-know brand and their main features? This question is one of the big challenges that Diageo currently faces. 3. 2. More than a want Historically, beers have been the drinks for people who want to enjoy and celebrate any moment, making them special and unforgettable, and these facts make beer more than a want, a demand which is covered for a lot of companies around the world. Nowadays, the Guinness Brand has become more popular and desirable for everyone, because Diageo just do not want to reflect a beer, but also an entire history of a community that has grown with it. 3. 3. A big competition In this days and age, the competition in this sector has increased, which make more difficult the inclusion of new product. There are more than 40. 000 companies’ worldwide, offering different alcoholic beverages, new contrast, and new messages. According to Euromonitor International (2011), in the UK despite of crises, unemployment and economic downturn, Guinness is still the most popular beer. Nevertheless, in this industry firms such as LVMH and SABMiller, keep doing very well and creating a diverse way to differentiate from the competition. 3. 4. Marketing channels in Guinness compared with SABMiller and LVMH Guinness SABMiller LVMH| Communication | Distribution | Service | As it has been mentioned in the previous table the different method to keep in touch with their consumers and, even better, attracting new ones, is the only way to differentiate between the competitions. Guinness’ authenticity and originality tries to parley the moment drinking beer, into joining these special moments into all their history. However, while Diageo tries to keep in the traditional way, SABMiller is gaining the younger market and LVMH is taking advantage of the weakness in Diageo, and forgetting that luxury wines and spirits are a strong part of their competition. You read "Creating a New Brand in a Competitive Environment" in category "Papers" 3. 5. Finding Main Challenges in the Competition As a Global Firm, the role of SABMiller has some challenges that still face nowadays. Their main issue is competing with local brands and the inclusion of new global brands. As a result they always keep practicing their main strategies, in which Nick Fell (2011), SABMiller’s Marketing Director, mention that â€Å"we believe is key to sustaining our competitive edge. Our ability to nurture and grow brands that consumers want is one of our most important business assets†. Meanwhile, LVMH is a luxury brand company which always wants to offer the best quality in a high price. Despite the financial crisis in the last years in Europe, LVMH has grown in the previous years (Lucy Shaw, 2012), this appears to show that the strategies to keep the high prices in the offering luxury products, have worked. Beyond price and luxury products, brand trust is also important (Kapferer, 2012), because it provides more certainty. They are taking advantage of their brand creating value for consumers. Nevertheless, at the same time, LVMH are forgetting a big part of the market; the youngster. Due to high prices and long heritage history, the products just have covered a small part of the market; as a result Louis Vuitton Moet and Hennesy are making the same mistakes that Guinness made. Taking into account the previous examples, the diffusion of innovation theory (Rogers, 1962, cited in Kotler Keller, 2011, p. 84) describes five types of consumers, 1) Innovators, 2) Early adopters, 3) Early majority, 4) Late majority, and 5) Laggards, the last category just refers to 16% of people who still buy the same product for a long time, and they believe and trust in the brand; consequently, these companies are covering roughly less than 20% of the market. 3. 6. Segmenting Markets Regarding market segment ation each company and brand identifies a group of customer with similar needs or wants to satisfy. All different companies have different approaches, taking SABMiller for example, which is segmented geographically depending on the country region. In that way they can operate closer to their customers, develop some programs or activities to compete with local stores and concentrate in reacting in any variations of their business competitor. Either way, the grassroots marketing(REF) is a good strategy to implement, when it has been considering including a large part of the market. In addition, it is important to mention that the aforementioned company has an approach in business to business, which it also works as a channel distribution. As well as SABMiller, Diageo uses the same global segmentation strategy in local markets, but simultaneously splitting the market demographically in accordance with gender and age. In this case, Guinness has been segmented by age and behavior, which belongs to age group in 20 to 35, and people who want to enjoy a moment, taking some time, and relax without worries. Having discussed SABMiller and Guinness segmentation strategies, it could expose the LVMH segmentation strategies. Spirits and wines sold by LVMH have been segmented demographically, which includes income and social status, people who want to feel sophisticated in a luxury market. . 7. SWOT (Strengths, weaknesses, opportunities, threats) Strengths * Strong structural companies, powerful brand extensions and long heritage history. Diageo has all the variables to succeed in a market where it already has launched some products. It also has a long history with brands such as Guinness, Johnnie Walker or Buchannan. Even when the company is relatively new, it has more than 80 offices around the world, this would indicate huge market knowledge. Weaknesses * Venture in a completely new segment. This could be a huge growth opportunity but, if it the new brand fails, the reputation of the other brands can be affected. Opportunities * Low competitions in a new market. The UK is famous for its beer, some whiskeys and cider, but all of them focus on men, regardless the female of what wants and demands are. The growth of women markets is a chance to venture in a new segment. Threats * Big companies and big brands. The hard competition in well-known brands and the ease of imitations can become a threat to the beer product in the UK. Coupled with this, is the entry of this substitute’s products (Porter, 1985, cited in Ranchhod and Gurau, 2007), like cider (Bulmers, SABMiller) or wines (LVMH), which are located in the top percentage of drinks aimed towards women. . 8. Designing a Marketing Plan As said by Kotler and Keller (2011), a marketing plan has two levels: Strategic and tactical, which include target market, value proposition and product strategy respectively. 3. 9. 1. Opportunities in the UK market According to Alcohol Concern (2008), approximately 90% of British women drink at least once per week, while men drink 21 units of alcohol per week, women drink 14 units. These facts make the female segment a strong one, to penetrate this forgotten sector. So, due to this huge demand in the alcoholic beverage market and thinking in the female sector, Diageo has taken the initiative to launch a special product for women and their wants and demands. Besides, studying this segment, it has found that the competition offering beer for women is really low. In the graph below, it shows the amount in units drinking of each gender: Fig 1. Office for National Statistics (2005) Units per week [Medium] [Online] Available at http://www. alcoholconcern. org. uk/assets/files/Publications/Women%20factsheet. df (Accessed: 22 February 2013) Following this short but essential research, it is promising to say that the women are an unexplored market, where companies like Diageo have a great opportunity to venture in this segment. 3. 9. 2. Target Market Diageo brands have a long heritage history with strengths make easy to get into unknown segment, and consequently reaching a position in the alcoholic drinks market. Diageo realizes this area of the market o ccupied by women market is an ideal segment to launch a product, which caters to their wants and demands. This product is addressed to young professional women, who just want to enjoy life in any given moment, regardless of worries. So, FEM-Ale is targeted to young women, who are aged between 21 to 35 years old, and women just want to relax after a long hard day at work. To be more specific, it will target the market according to the income of women, the hourly pay rates are between 6 and 10 pounds per week (BBC, 2012). 3. 9. 3. The New 4 P’s (Marketing Mix) It has been mentioned that the old marketing has changed, and not all the tools are still used to develop attracting strategies. This is because of people behavioral change and also the world has been affected by some forces such as globalization, consumerism and commercial agreement involving governments. One of the first authors that mention the marketing-mix tools was McCarthy (1960), who determined different activities of marketing: Product, price, place and promotion. However, in this contemporary world it is necessary to look at some changes as to the effectiveness of this tool, which encompasses market communications, value and other variables that make the outcome more productive. Trying to adapt the modern world to traditional tools, authors like Piercy (2012) and Kotler and Keller (2011) have tried to establish the new four Ps. Kotler believed that the new 4 elements of the marketing mix should be: people, processes, programs and performance, taking into account that these components are more closely identifiable to the real needs in a company. Meanwhile, Piercy highlighted that the tools do not need to change at all but give them a different approach, for instance: the roduct and pricing policies ought to be focused in value offering, while place and promotion should be used like marketing tools. To describe the strategies used by Fem-Ale, Piercy is the author chosen to explain each one. The Value Offering To begin with Product Policy, there are a lot of variables that can affect the offering by the brand and they will be described as part of the product strategy: * Brand name: the name of the beer, want to show the rude side of boys but the female and deli cacy of girls, Fem-Ale. Product variety: currently Diageo has a lot of brands that could be used by them to show the same reliability and trustfulness, for instance, at the beginning the beer will be an original sweet flavor and depending on the product placement will launch a disparity of flavors and varieties. Comparing the product diversity with SABMiller, the direct competitor, they have more than 80 options and flavors, which some of them are targeted at women, such as Redd’s beer, a brand which was launched successfully in Colombia and the UK (Fernandez, 2008), without success; with only the Colombian market showing success. Design and packaging: Kotler (2011) has mentioned packaging like the fifth P. It is really important because is the first contact with the customer; it is a moment of truth, in which the marketer may know if this product strategy works. The beer will come in two different packages: a can and bottle, with a pink-black color label, which describes the name, because in line with Madden, Hewwet, and Roth (2000, cited in Dibb, 2006), colors are a good strategy to attract consumers and communicate what they truly expect, do not attract teenagers market to confuse them, due to the huge problem that the UK have with underage drinkers. Establish pricing strategies is also important, because this is where the company can expect to gain a good profit. Fem-ale beer is a product for any women with a special flavor and taste tailor to their specifications, Fem-ale beer is also aimed towards any women who want to relax. That is why Diageo should keep the same price as other brand extension in the same sector. This would be a competitive price. Marketing tools Places or Distributions are all the channels to sell, deliver and offer the product. Initially, Fem-Ale would start offering some samples in pubs and retail stores. At the beginning, the coverage will be small towns close to London, because it is an easy way to introduce a new product, where people are more flexible and depending on people’s acceptance, it will be introduced to other towns. The last elements are promotional strategies or marketing communications. These are a method to introduce the product to the consumers, inviting them to try the innovations, attracting through services and promotions, and retaining loyalty customer offering some value. Within marketing communications strategies will be a web-site, describing recipes of dishes or cocktails that could accompany the new brew. As well as this some events and concerts would be sponsor by FEM-ale, a big campaign showing why this beer will satisfy the women’s wants, and using Guinness’ well-known brand, to incite trust and confidence to people who are already committed to the long heritage history of Guinness, and by means of co-branding (REF) like a promotional strategy. 3. 9. Creating Brand value It is good to show that not just young women may be sexy, self-sufficient and do not depend on anyone else to be happy, because Diageo just want to show that there is no discrimination between genders, and in this modern world women need a place to shine. This approach will be focused to make women feel strong and they just have the entire world in them hands. Diageo is creating an approach totally different from traditional beers, and giving support to the female side. (REF) 3. 10. Branding 3. 11. Differentiated strategies: POP and POD On the other hand, SABMiller are using the dual adaption strategy (Keegan, 2005), in which communications as well as product has to be adapted to the local markets facts, including packaging, colors, name and taste. In this case, they are sure that their customers are satisfied with the cultural facts of each country. . 12. Supporting campaigns to avoid underage drinkers RECOMMENDATIONS Nowadays, the world has changed and consequently people minds have changed as well. The consumerism, globalization, big competitions in markets, crises downturn, and among many other reasons, they are some forces that affect(REF) people choice at the moment to buy a product and make people desire more goods with more sp ecific requirements. Not all is about low prices, good quality, offers a good service, but communicating the correct message to the right consumers it is the easy way to create a product-customer connection. CONCLUSIONES Bibliography Pag 82 Market-led Author Nigel F. Piercy The New strategic Brand Management http://www. guinness-storehouse. com/en/Inside. aspx http://www. guinness. com/en-row/arthurs-day/default. html http://www. thegatheringireland. com/I-Love-Ireland/I-Love-Ireland-Blog/September-2012/Arthur-Guinness-the-man-behind-the-brew. aspx http://www. fastcompany. com/44736/brand-marketing-guinness http://www. marketingmagazine. co. uk/news/1152779/Guinness-launches-cloud-TV-campaign/ http://www. marketingmagazine. o. uk/news/1145962/Guinness-celebrates-Arthurs-Day-global-ad/ http://www. marketingmagazine. co. uk/news/1152357/Guinness-takes-skies-social-media-driven-campaign/ http://www. marketingmagazine. co. uk/news/rss/1156974/Q-A-Guinness-global-strategy-communications-director-Grainne-Wafer/ http://www. dailymail. co. uk/sciencetech/article-1363835/Why-Guinness-tastes-better-Ireland-world. html http://library. bcu. ac. uk/learner/writingguides/1. 02%20Reports. htm http://ww w. guinness. com/en-gb/theads. html How to cite Creating a New Brand in a Competitive Environment, Papers

Marketing and Full-service Pet Salon free essay sample

Chapters 1-3 1)The public is becoming more aware of how marketers’ activities affect the welfare of consumers and society. As a result, more firms are working to -create a responsible approach to developing long-term relationships with customers and society 2)A Junior marketing executive at MegaGrain Cereals suggests increasing the package size and price of its best-selling brand without increasing the amount of cereal inside the box. Her superior warns that this might be a bad idea because MegaGrains long-term survival, like most companies, depends on creating and maintaining satisfying exchange relationships 3)Which of the following statements about marketing environment forces is not correct? -They fluctuate slowly and thereby create threats to a firm’s marketing mix 4)Which of the following is not an example of the implementation of the marketing concept? -Burger King reduces the labor costs to produce its sausage-egg biscuits 5)Which one of the following statements by a company president best reflects the marketing concept? -We have organized out business to make certain that customers get what they want )Three basic forms that a product can take are -services, ideas, and goods 7)SunnyD is aimed at mothers with children under age 12. The mothers represent SunnyD’s -target market 8)Which of the following best describes the acceptance of the marketing concept by American organizations? -The marketing concept has yet to be fully accepted by all organizations 9)Greensprings Cemtery in upstate New York, Offers a full service funeral and burial that is non-toxic to the environment. All materials used in the burial are natural and will decompose with no negative impact. The owners of the Greensprings Cemeteries are apparently operating under which of the following orientations? -Marketing Orientation 10) Marketing knowledge and skills -enhance consumer awareness and help provide people with satisfying goods and services A change in the minimum drinking age in any given state illustrates a change in the _____________ for Miler Brewing. -Marketing environment 12)Paws and Claws Hotel is a full-service pet salon and boarding kennel. Paws and Claws has an interactive website where customers can directly booka grooming appointment, obedience class, or overnight accomodation for their dog and cat. Previously, Paws and Claws was most likely using which type of orientation? ?-sales 13)Which of the following is most likely to be an idea marketer? -abuse counselor 14)A physical product you can touch is a -good 15)Long-term relationships with profitable customers is the key objective of -customer relationship management 16)Paws and Claws Hotel is a full-servi ce pet salon and boarding kennel. Paws and Claws has an interactive website where customers can directly booka grooming appointment, obedience class, or overnight accomodation for their dog and cat. . .. The fact that Paws and Claws is open 24 hours each day is part of which marketing mix variable? -distribution 17)Resource deployment and coordination of functional areas of business are determined by -corporate strategy 18)A firm’s unique symbols, personalities, and philosophies compromise its -corporate strategy 19)The Acme Corporation is expanding operations into countries outside the U. S. To improve local managers’ responsiveness to local conditions, Acme’s senior management has decided to delegate decision-making authority further down the chain of command. Acme is decentralizing 20)Electronic marketing has greatly improved the ability of marketers to target individual customers. As a result, many fell that marketing’s emphasis is shifting from share of market to share of -? customer 21)A ________ is created when a company matches its core competency to opportunities it has discovered in the marketplace. -competitive advantage 22)Starbucks is presently involved in a process of assessing marketing opportunites and resources, determining marketing objectives, re-defining marketing strategies, and developing guidelines for implementation and control. Thus, Starbucks is involved in -marketing planning 23)According to the text, a market is defined as -a group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase these products. 24)Borders Books uses technology to help them identify specific customers, establish interactive dialogues with them to learn about their needs, and combine this information with their purchase histories to customize products to meet those needs. Borders Books is using the ________ approach. customer relationship management ? 25)A competitive advantage exists when a -firm matches a core competence to opportunities it has discovered in the marketplace. 26)The marketing plan is -a written document detailing activities to be performed to implement and control marketing actions 27)EXperience Limited is a company which offers tours and vacations that include participation in an extreme sport, such as hang-gliding, bungee ju mping, skydiving, and motorcross. Adrian Moss The information in EXperience Limited’s database could be best used to develop a CRM program 28)Harley-Davidson’s Harley Owner’s Group (HOG) helps to foster strong relationships between riders and their motorcycles, giving it a ________ over other motorcycle manufacturers. -sustainable competitive edge 29)Which of the following is false with regard to customer lifetime value? -All customers have equal value to a firm 30)The Boston Consulting Group classifies products that have a dominant market share but low prospects for growth and that generate more cash than is required to maintain market share as -cash cows 31)A market opportunity results from the right combination of circumstances and timing that permit and organization to take action to reach a particular target market. EXperience Limited is a company which offers tours and vacations that include participation in an extreme sport, such as hang-gliding, bungee j umping, skydiving, and motorcross. Adrian Moss According to the BCG matrix, the hang-gliding and bungee jumping tours have been a _________ for EXperience Limited, while the skydiving and motorcross tours represent a ________. -cash cow; questionmark ? or star 33)A new U. S. utomobile company, Specialty Motors, was established in 2004. In 2008, a recession caused disposable income to decline, and the annual amount of dollars spent by consumers dropped drastically. Specialty Motors faced a problem of trying to determine whether the economy would turn toward prosperity or toward depression. No matter what happend, Specialty Motors was also worried.. The income a consumer would use to purchase a Specialty Motors automobile is considered _______ income. -discretionary ? 34)____________ competitors provide very different products that satisfy the same basic customer need. Generic 35)Marketers who attempt to influence and change the various environmental forces have a _________ response t o these forces. -proactive 36)Which of the following is not a reason that marketers try to maintain good relations with political officials? -Political officials can accept direct corporate compaign contributions. 37)More than half of the research of technology created is paid for by -the federal government 38)Meyer’s Sporting Goods, a national chain, has been doing business with Soljur Sports. . Where should he file a complaint? -Better Business Bureau? g 79 39)The Pharmaceutical Research and Manufacturers of America sets guidelines for its member firms to follow regarding the use of unethical practices. Thus, it is engaging in -self-regulation 40))Meyer’s Sporting Goods, a national chain, has been doing business with Soljur Sports. What action should the BBB take against Meyers if the complaint was substained and Meyers did not change the offending practice? -Issue a warning to consumers through the local newspaper 41)Which of the following industries is most commo nly regulated by state regulatory agencies? Utility companies 42)Why are marketers interested in consumers’ levels of disposable income? -It is a ready source of buying power 43)Consumers begin to become more price and calue conscious during periods of -recession 44)One way for corporations to attempt to influence the political environment is through -contributions to poilitical action committees 45)Marketers primarily focus their environmental analysis on ____ competitors. -brand 46)Which of the following are the most frequently sentenced organizational crimes? -fraud and antitrust violations 7)Companies that compete for the same limited financial resources of the same customers are known as _________ competitors. -total budget 48)When a firm has many potential competitors and tries to develop a marketing strategy to differentiate its porducts from the competitors’ products, a ___________ structure exists in the competitive environment. -monopolistic competition 49)Th e best approach for a company to take when monitoring its competitors is -developing a system for gathering ongoing information about competitors. 50)The amount of money received through wages, rents, investments, pensions, and subsidies is called -income