Marketing Applications – U2
Choose one of the following to work on (may have a partner). You will
present your conclusions/findings to the class.
#1 – Only 27 percent of all children aged 6-12 eat yogurt. The marketing
challenge for yogurt makers is how to increase that percentage. Yoplait has
Trix yogurt for children and Dannon has Sprinkl’ins. Describe the marketing
mix you would use for a new yogurt for children. Remember to develop an
appeal for both the consumers and customers of your new product.
#2 – People are drinking all types of cold beverages today, soft drinks,
bottled waters, fruit juices, and sports drinks, to name a few. Evaluate the
positioning of three brands of similar beverages in the marketplace. For
example, compare the positioning of Nestea iced tea in a bottle, Arizona iced
tea, and Snapple iced tea. If possible bring sample ads to class to
demonstrate the respective marketing strategies of the three products.
#3 – Visa’s positioning of “It’s everywhere you want to be” was used to
counter American Express’s position of “Don’t leave home without it.”
Research what these two credit card companies and others are presently
doing to position their cards in this competitive market. Cut out magazine ads
and recount television commercials to support your findings. What trends
and conclusions can you draw from your findings about the marketing
strategies used in the credit card market?
#4 – Conduct a survey of your classmates to determine the effectiveness of the
positionings used by companies making teen-oriented products. For each
product, ask your classmates to name the brand that comes to mind first and
why he/she thought of it. Use products like jeans, toothpaste, cereal,
sneakers, cologne, cosmetics, shampoo, and portable audio devices.
Analyze the marketing effectiveness of the more popular brands. Note their
market segmentation, target marketing, and positioning strategies.