Mass Media and Niche Companies

MASS MEDIA COMPANIES                                   NICHE
McDonalds                                                                 Sun Glass Hut            
Walmart                                                                      Oil of Olay
Giant Tiger                                                                  Starlet
Ciniplex                                                                      Addition Elle
Shopper's Drug Mart                                                  Soft Moc
Sears                                                                          La Senza
The Bay                                                                     Payless Shoe Source
Target                                                                        Bass Pro Shop        
The Source                                                                The Children's Place  
American Eagle                                                          Indigo/Coles    
                                                                                                                                                                                                   

"Know Your Competitors"

a) If I were to go into business myself, three ways I would personally research my competitors would be by researching them on the Internet, and go to their website if they have one; find out what customers have to say about my competitors; and the prices they charge and if they are doing any promotions or special offers.

b) I could look out for competitors that aren't already in business by what types of customer they're targeting, what new products they're developing, and what financial resources they have.

c) I think that trade fairs are shows that exhibit a certain section of marketing e.g. home shows, boat shows

d) The top 5 things that a tech business such as BlackBerry would need to know about their competitors would be the prices they charge, their promotions and how they distribute and deliver, the products they provide and how they market them to customers, their annual report, and their brand and design values.

e) Three things you can learn about your competitors to make your business better are anything from improving customer service, assessing your prices and updating your products, to changing the way you market yourself, redesigning your literature and website and changing your suppliers.

Competitors

Leader: Lay's
Challenger: Doritos
Follower: Pringles, Miss Vickie's, Sun Chips
Nicher:

Leader: iPhone
Challenger: BlackBerry
Follower: Android, Samsung
Nicher:

Leader: Covergirl
Challenger: L'oreal Paris
Follower: Maybelline
Nicher:

Leader: Neutrogena
Challenger: Clean & Clear
Follower: Olay, Aveeno
Nicher:

The Millennials

"They were raised by doting parents who told them they are special, played in little leagues with no winners or losers, or all winners. They are laden with trophies just for participating and they think your business-as-usual ethic is for the birds. And if you persist in the belief you can, take your job and shove it."
- CBS News
http://www.cbsnews.com/stories/2007/11/08/60minutes/main3475200.shtml

There are about 80 million "Millennials", born between 1980 and 1995, who are rapidly taking over from the baby boomers who are now going on 60. According to the public's eye, the millennials have the upper hand in the workplace because they are tech savvy - that they multitask, walking, talking, listening, typing and texting. They also believe that their priorities are simply that they come first.

"Some of them are the greatest generation. They're more hardworking. They have these tools to get things done. They are enormously clever and resourceful. Some of the others are absolutely incorrigible. It's their way or the highway." says Marian Salzman, an ad agency executive who has been managing and tracking millennials since they entered the workforce.

I do agree that my generation is much more technologically advanced than the previous generation. we have grown up with computers and other technology, and many of my generation use it one a daily basis for learning. the previous generation, on the other hand, had to adapt to the new learning style; a much more difficult way to be knowledgable about it, rather than just growing up on it

Consumer Profile Ad Links

http://www.youtube.com/watch?feature=player_embedded&v=UY9GdLw2kG0
The Dog Strikes Back: 2012 Volkswagon Game Day Commercial

http://www.youtube.com/watch?feature=player_embedded&v=y59VUQxX3Dk
Dannon Oikos Greek Yogurt Super Bowl 2012 Commercial - "The Tease"

http://www.youtube.com/watch?feature=player_embedded&v=XxFYYP8040A
Chevy Silverado "2012"

Consumer Profile - Dannon Oikos Greek Yogurt

Segmentation Factor	Specifically:	How you would be described?
Demographics	Age	anyone
	Gender	Both
	Income	Not much
	Family Life Cycle
	Other?
Psychographics	Lifestyle	healthy living
	Taste in Music
	Attitude towards health	active living
	Celeb you most admire
	Sports/fitness involvement	involved?
	Extracurricular activities
	Other?
Geographics	Urban, Suburban, Rural	suburban - relative to commercial
Behavioural (you may want to think of a particular product that you use often or is new to you)	Benefits sought	good taste
	Loyalty
	Usage	when you're hungry
	Occasions	any time
	User Status	whenever
	Other?

Consumer Profile - Volkswagon

Segmentation Factor	Specifically:	How you would be described?
Demographics	Age	25-40+
	Gender	Both
	Income	steady job, full time
	Family Life Cycle	Married, kids
	Other?	Animal lovers
Psychographics	Lifestyle
	Taste in Musi	disco music?
	Attitude towards health	active living
	Celeb you most admire
	Sports/fitness involvement	involved
	Extracurricular activities
	Other?
Geographics	Urban, Suburban, Rural	suburban - relative to commercial
Behavioural (you may want to think of a particular product that you use often or is new to you)	Benefits sought	Safe, durable, design, long lasting
	Loyalty	Depends
	Usage	Often enough to be worth buying
	Occasions	smooth terrain
	User Statu	regularly
	Other?

Consumer Profile - Chevy "2012"

Segmentation Factor	Specifically:	How you would be described?
Demographics	Age	25-40
	Gender	Male
	Income	steady job, full time
	Family Life Cycle	Married
	Other?	Shows that it's a safe vehicle (if it can make it through an apocalypse)
Psychographics	Lifestyle
	Taste in Music	-
	Attitude towards health
	Celeb you most admire	-
	Sports/fitness involvement
	Extracurricular activities
	Other?
Geographics	Urban, Suburban, Rural	Any
Behavioural (you may want to think of a particular product that you use often or is new to you)	Benefits sought	Safe, durable, design, long lasting
	Loyalty	Depends
	Usage	Often enough to be worth buying
	Occasions	Potentially anywhere
	User Status	Regularly
	Other?

My Consumer Profile

(My Camera)

Segmentation Factor	Specifically:	How you would be described?
Demographics	Age	16 and a half.
	Gender	Female
	Income	$10/week
	Family Life Cycle	2 parents
	Other?	No siblings
Psychographics	Lifestyle
	Taste in Music	Mostly new stuff
	Attitude towards health	Lazy
	Celeb you most admire	N/A
	Sports/fitness involvement	Wii
	Extracurricular activities	N/A
	Other?
Geographics	Urban, Suburban, Rural	Rural
Behavioural (you may want to think of a particular product that you use often or is new to you)	Benefits sough	Good price, good quality,   pretty looking, long lasting
	Loyalty	Sometimes
	Usage	ALL THE TIME
	Occasions	EVERYWHERE
	User Status	Regular
	Other?

Non Profit Organization

WORLD VISION CANADA

Be The Difference. For Children, For Change, For Life.

World Vision Canada markets their organization mainly through long, ongoing and sad stories of children's lives through TV commercials. They suck you in by showing you innocent faces of 3 year olds who don't have proper hygiene or enough food intake, and they get you to sponsor the child. They emphasis that you only pay a dollar a day, and that that money goes towards their food, education, and overall health. You can also volunteer or donate to this organization instead or as well as sponsoring a child. They have celebrities in their commercials, such as Jann Arden, Tom Cochrane, and Alex Trebek. This doesn't only pull in the ones watching the commercial, wanting to sponsor because the celebrities have, but it also makes a good reputation for the celebrities themselves.
Marketing works differently for non profit organizations because unlike profit organizations, they only run on volunteers instead of paid employees, and donations. Some smaller non profits have to shut down from lack of government support, donations and employees.These are usually homeless shelters or an organization just within a town or city.

Coke or Pepsi?

COCA COLA

Product Mix - Coca Cola produces products such as Dasani, Crush, Dr Pepper, Minute Maid, Nestea, Powerade, and Sprite. They have a range of different soft drinks and juices. They have a good range of drink products. I believe that this range does fulfill the needs of the consumer.  

Promotion Mix - Coca Cola promoted the 2012 London Summer Olympic Games by doing an online draw at random. 20 winners won £1,000,000.00 (One Million British Pound) each on the Coca-Cola Company London 2012 Olympic Games Promotion.
This winter, Coca Cola has teamed up wth the World Wildlife Foundation by making their Coca Cola cans white printed with polar bears, to promote and draw attention to the plight of polar bears. They are also donating $2 million to the WWF.

Price Mix - The company has prices that must compete with other brands such as Pepsi.

Place Mix - Nearly every major city in the world manufactures and distributes Coca Cola products.

PEPSI

Product Mix - PepsiCo produces products such as Lipton, Aquafina, Mountain Dew, lifewater, Ocean Spray, Gaterade, Tropicana, and Brisk. They have a decent range of different drink products. The products do fill all the needs of the consumer, judging by the variety of drinks.

Promotion Mix - Pepsi was promoted by the X Factor when one of the winner's prizes was to be starred in a Pepsi commercial, which was first shown during the Superbowl. Pepsi also is promoting breast cancer.

Price Mix - The company has prices that must compete with other brands such as Coca Cola.

Place Mix - Pepsi is distributed in North America, Latin America, Europe, Middle East, Africa, and Asian Pacific.

                                           

Pepsi was knocked to third place behind Coca Cola and Diet Coke, Diet Coke

out-sold Pepsi in 2010. Coca Cola sold 1.6 Billion cases of its regular soda

and 927 Million cases of its diet soda, while Pepsi sold only 892 Million cases.