Target Marketing in Bottle Water - Free Essay Example

Sample details Pages: 5 Words: 1463 Downloads: 2 Date added: 2017/09/19 Category Marketing Essay Type Argumentative essay Did you like this example? 1. Target marketing and market segmentation of Bling H20 Bling H2O crystal-encrusted of Beverly Hills is the inspiration of Kevin G. Boyd, a Hollywood writer-producer. While working on various studio lots where image is, well, everything, he noticed that you could tell a lot about a person by the bottled water he/she carried. So just like any other savvy business person, he decided to capitalize on his finding. Our product is strategically positioned to target the expanding super-luxury consumer market. Target marketing Kotler(2004)Here, the seller identifies market segments, selects one or more of them, and develops products and marketing mixes tailored to each. For example, if the Bling H20 were available in Australia, the marketer would only select super-luxury consumers as target marketing. There are three main steps in target marketing. The first is market segmentation –dividing a market into distinct groups of buyers with different needs, characteristics or b ehavior who might require separate products or marketing mixes. The company identifies different ways to segment the market and develops profiles of the resulting market segments. There are four variables that used in analyzing consumer market segments – geographic, demographic, and psychographic and behavior variables. Today, I take the Bling H20 as example to apply those variables to help me to understand more deeply about the market segmentation. According to Kotler, Adam and Brown et al. (2004, p216-226) †¢ Geographic segmentation calls for identifying and analyzing the different geographical units that make up a market – nations, regions, states, municipalities, cities or neighborhoods. For example, Bling H20 targets the super –luxury consumer market then this product should match the location where the consumers who have the purchase power for this product. New South Wales like Mosman, Woollahra or Hunters Hill, Kuringai, North Sydney. †¢ D emographic segmentation consists of identifying which variables – such as age, gender, family size, family life-cycle stage, income, occupation, education, religion, race and nationality. For example, Bling H2O may more focus on the income segmentation. Bling H2O targets the affluent consumers with luxury goods. †¢ Psychographic segmentation, buyers are divided into different groups based on socioeconomic status, lifestyle, or personality characteristic. The Bling H2O may focus on those have high socioeconomic status. Boyd said In Hollywood it seemed as if people flaunted their bottled water like it was part of their presentation. †¢ Behavior segmentation enables buyers to be grouped on the basis of their knowledge of the product, their attitude toward it, the way they use it and their responses to it. Occasions: When a product is consumed or purchased. For example, selling Bling water in the upscale restaurants. Loyalty: Loyal consumers those who buy one bra nd all or most of the time are valuable customers. For example Paris Hilton buys Bling H2O for her dog. 2. Bottled water industry in Australia An overview of bottled water industry was provided in Australian Beverage organisation show the bottled water market has continued its strong growth pattern now in its sixth year. The Australian market is primarily a spring water market Australians showing a marked bias for a natural great tasting product of consistent quality. Near waters include such products as flavoured natural spring water without sugar, or vitaminised waters that may contain low levels of sugars or other sweeteners. Lee (2008) describes the bottled water market is expected to grow 9. 1 per cent to $460 million this financial year, according to a forecast by the market researcher IBIS World, and Australia lags other developed countries in consumption. In the next year Australians are expected to drink 242 megalitres of bottled water, the equivalent of 19 600-mil lilitre bottles each. IBIS World predicts a boom in premium water as manufacturers claw back the higher costs of producing the plastic bottles from a crude oil derivative. The broadcast of the World Today (2004) interviewed Tony Gentile, chief executive of the Australian Beverages Council as well as the Australasian Bottled Water Institute, which acts as an industry association and a certifying agency. One issue facing the industry is that we dont know what sort of impact a broad economic slowdown might have. Australians like their water low in mineral salts, compared to, say, Europeans, Gentile says. There is sometimes a perception that bottled water competes with tap water, but it is just not the case, except with those drinkers who drink it because they dont like the fluoride or chlorine associated with tap water. Aside from that, the competition is with other bottled drinks, especially carbonates. He also said bottled water has the advantage, of course, in ompetition with other commercial beverages of being calorie free, and a lot of people especially like the taste of spring water, because it doesnt contain chlorine ‘Australia’s Manufacturing and Industrial Directory’ website (2004) has details of Consumer trends, Food and beverage manufacturers are also changing their strategy in how they are marketing products, according to Stanton, who points to a trend towards not only communicating more information about a product, but explaining the benefits of the product’s contents. Consumers are also becoming more environmentally conscious with a preference for simple packaging. INDUSTRY REGULATIONS The Food Standards Australia New Zealand’ website (2010) sets the minimum standards for all types of bottled water. These regulations are set out in the Food Standards Code. The primary standard is 2. 6. 2 â€Å"Non-alcoholic Beverages and Brewed Soft Drinks† Bottlers must comply with this and all other requirements of the c ode. Also the ABWI is the peak industry council and certifying organisation for water bottlers in Australasia. Bottled water produced by ABWI members must meet standards that are in some cases stricter than the FSANZ standards. ABWI has developed a quality assurance program called the Model Code, which is a strict set of standards for the safe processing of bottled water about the Model Code. 3. Ethical concerns and defend the marketing strategy Waste of resource Too much needless consumption, too much unnecessary waste, and too much advertising to convince us we will be happier or better off if we just had this sort of â€Å"ego† product, actually, most of people don’t like this product at all. Some comments like we have starving people all over the world but some celebrities still want to show how stupid they waste on the money which they can do some else to help communities and it is a bit like the emperor’s new clothes really from the TMZ bling water: say what ? Consumerist concern This kind of product may resulted in the worship of consumerism and gave rise to the dominance of new egoism and gave birth to a new generation of upper class consumers Businesses have realized that wealthy consumers are the most attractive targets for marketing their products. The upper class’ tastes, lifestyles, and preferences trickle down to become the standard which all consumers seek to emulate. The not so wealthy consumers can purchase something new that will speak of their place in the tradition of affluence. A consumer can have the instant gratification of purchasing an expensive item that will help improve their social status. Environmental concern 24 April, 2007A number of organizations connected with environment, social justice and religion have come down heavily upon America’s obsession with drinking the costly, bottled ‘natural’ water, instead of consuming water from the tap, since the practice adds to glo bal warming, besides being ‘unethical. ’ Bling h2o Marketing strategy Status symbols were certainly at the height of celebrities concern. One article after another questioned the product’s price point or deemed it the sample of conspicuous consumption. But that is the strategy which makes the product stands out. By itself, the water is sourced from a natural spring in Dandridge, TN, where it undergoes a nine-step purification process. Strategically, distribute this product to right person in right place. Image proved to be the driving force behind the success of Bling H20. Meanwhile, brand manager can expanding the product line with a new drink target different market by market segmentation. . References Australias Manufacturing and Industrial Directory 2004, Australias Manufacturing and Industrial Directory 2004, Australia, viewed 25 August 2010, ; https://www. ferret. com. au/about-us. aspx; Australian Beverages Council Ltd 2008, Australian Beverages Coun cil Ltd, Sydney, viewed 25 August 2010,; https://www. australianbeverages. org/home. html; ABWI Model Code 2006, Australian Beverages Council Ltd, Sydney, viewed 25 August 2010, Celly ‘The TMZ bling water: say what? ’ TMZ, viewed 25 August 2010, ; https://www. tmz. com/2006/10/18/bling-h2o-say-what; The Food Standards Australia New Zealand 2010’ The Food Standards Australia New Zealand’ Australia, viewed 25 August 2010 , ; https://www. foodstandards. gov. au; Kotler, P. ; Adam, S. ; Denize, S. ; and Armstrong, G. Principles of Marketing. 3th Edition Pearson Australia Lee, J 2008, ‘Bottled water: the new social poison? ’, Sydney Morning Herald 22 March. Obsession with bottled water harming environment, ‘unethical BOTTLED WATER AND ENVIRONMENTAL CONCERNS viewed 25 August 2010, https://www. dancewithshadows. com/society/bottled-water-environment. asp The World Today 2004, radio program, ABC National Don’t waste time! Our writers will create an original "Target Marketing in Bottle Water" essay for you Create order

Security Consideration Of High Speed Network - 1904 Words

Security Consideration of High Speed Network — 40G/100G Optical Ethernet Ying Shu Chen Xiao Yang Ren Qiu Yang Guo Abstract—The basic ideas and technologies for security of 40G/100G Ethernet are briefly described. Some potential security-related problems referring to physical security and the possible preventive measure, and the information security of its data are analyzed in line with its characteristics. Several practical methods for the enhancement of its information security based on the identity authentication and data encryption are proposed. Index Terms—Ethernet, network security, physical security, information security. I. INTRODUCTION N ETWORK security is a problem that for every network administrator must be paid†¦show more content†¦Nowadays, attackers may use many means and methods to jamming and intercept the data transmitting in the optical fiber. Ethernet is a medium shared network, the data packets that sending to any users will also be broadcasted to everyone in the network. These packets contain the address information of the intended users. At the client side, users will collect their own packets based on the address information. Therefore, users may easily get the data belong to the others. For the security of the optical Ethernet, physical security must be considered first. The purpose of physical security is to ensure the security and performance of the transmitting data on the physical layer, and be able to alert users when such objects cannot be guaranteed. The meanwhile, the transmitting data on the physical level need to be further processed. This process is called information security. By processing information security, the attackers will not be able to read the data even they actually catch the packets. Information security can be done by encryption. Therefore, physical security and information security must be done simultaneously. II. ANALYSIS OF PHYSICAL SECURITY Optical network generally use WDM technology. The existing optical components are not perfect, the crosstalk exist between each channels in WDM. This crosstalk may be utilized by the attacker to break

Personal Sacrifices for Career Success Free Essays

A great career often means that you have to sacrifice. There is always a give and take that you have to go through in order to get to where you want to go. Whether you have to work with someone you don’t like because they can get you a connection, or doing a Job you don’t like because you will one day get promoted to something you do, a good career requires give and take. We will write a custom essay sample on Personal Sacrifices for Career Success or any similar topic only for you Order Now Say the boss asks you to work on a Saturday. Why would you do It? Why would you give up a day where you could sleep In, go see a movie In the afternoon and then go out at night? You do it because working on Saturday will Impress people. It will show that you have a team first attitude that you will come In when needed to help the company. You might not enjoy working with people you don’t know all day. This especially holds true for those who don’t have great hygiene or respect personal space. Why do you put up with them? Why not just tell them they smell bad and get it over with? You shut your mouth because you have to be a professional, and you have to get along in order to get ahead. Professional sacrifice is also why you don’t yell and scream at people who don’t do a DOD job. You don’t want others to feel bad, but you don’t want to look like you are short tempered. This doesn’t help anyone, and you can get in trouble for it. Even If you are saying what others are thinking, it still requires you to restrain yourself and stay quiet. The betterment of your career is why you show up five minutes early to work. It’s why you go to Buffalo for a job when you have been living in San Diego your whole life. No one wants to go across the country when it is much easier to stay where you are happy. No one wants to get to work early when we all know that work isn’t fun. How to cite Personal Sacrifices for Career Success, Papers

Impact Iof Corporate Universities Samples †MyAssignmenthelp.com

Question: Discuss about the Impact Iof Corporate Universities. Answer: Introduction: Due to the globalization of the businesses, the corporate universities saw a massive rise in the 21st century. The main objective of the corporate university is to provide assistance to the parent organization in terms of employees and these organizations tries to focus on the skills and learning as well as knowledge of the individuals so that they are able to cope with the work culture of the parent organizations (Tuchman, 2009). There were only about 400 corporate universities in the whole world in the 1993 which has increased to 2000 in the year 2001. This particular assignment will focus upon the impact of corporate universities on the stakeholders of the organization and what impact these universities have on the parent organization. It will also be distinguished that what are the differences that the corporate universities have in the education than that of the traditional universities. Main Body: Corporate university is a term which has been used since long time back and they are also known as the human resource engine for the organizations (Giroux, 2009). The corporate universities with the help of managing the talents, skills and knowledge of an individual provides human resource supply to the parent organization which helps the parent company to cope with the competitive environment in globally. There are many such companies which have corporate universities nowadays and they try to cope with the competitive business world with the help of their corporate universities which train talented individuals and develop their skills that are necessary for the organization. Apple is one such organization which uses their own corporate university to nurture the talents and develop the skills of the individuals in order to cope with the market demand of the customers (Teece, 2012). Steve Jobs, a few days before he passed away, understood the importance of the corporate university and established it in order to make the Apple a more innovative company in the technology world. The corporate university which was established by Steve Jobs also holds the main culture of Apple, which is to think different on every aspects of the business (Guynn, 2011). The university that was established by Jobs, is believed to be the strategic empowerment of the organization and for that reason, the University of Apple not only provides courses to the individuals but also provides practical knowledge application in every aspects of the company. As Apple is a very less spender on the personal advertisement, they invest more and more in their corporate university so that the tal ents are developed in the way they want for the organization and are able to contribute towards the betterment of the organization and be innovative in every aspect. Located in Cupertino in California, the Apple University provides training to the candidates and individuals in a way that can help the company to attain their strategic objectives of the organization (Dormehl, 2012). But it can be said that, Apple is not the only organization that have their university in the world. There are various other organizations that have their own university, for instance another smart phone brand Motorola also have their own university which nurtures the talents from all over the world so that they can be provided training and can be adapted by the business (Altbach, 2015). The training is provided with the objective that the employees are able to learn the way the organization works and able to contribute to the organization with their way of working. The Motorola Centre of Education started back in the year 1979 and they believe tin the fact that providing training to the talents is not a cost to the organization but rather an investment on the part of the organization. Motorola Centre of Education gained the status of a University in the year 1989 and the mission of Motorola University is to view the world as an improved place where money can be made (Marquardt, 2011 ). The main objective of the Motorola University is to offer education to the individuals and operate very different from the regular train9ing institutions. It is also an objective of Motorola to be an autonomous university with a separate board of theirs from that of the Government and it is also a fact that the university also tries to re-characterize the responsibilities of the employees. The responsibility with which the university is formed is to help the organization link their strategy with the individuals of the university (Wang et al., 2010). The corporate university of Motorola also helps the parent organization to reduce the cost of recruitment from outside the organization. The curriculum and the courses that are taught to the candidates of the organization are also designed similar to what the employees needs to perform in the organization. The business related topics are taught to the individuals of the university and it also offers various kinds of training sessions like marketing and sales, engineering and manufacturing and thus Motorola Centre of Education helps the company to cope with the demand of the human resource without extra hiring cost. Now apart from the corporate universities in the technological world, the fast food industry giants, McDonalds also have their own university which goes by the name of Hamburger University. There are various courses that are offer to the candidates of the McDonalds Hamburger University and some of them include the consistency in the procedures of operations which should be maintained by the employees of McDonalds (Kincheloe, 2011). The operational procedures are also taught to the employees along with how to provide excellent services to the customers of the organization. Hamburger University students are also taught how to maintain cleanliness and hygiene along with maintenance of quality of the product. Training and development of leadership among the future McDonalds employees is the main objective of the Hamburger University. McDonalds university earlier chairman Fred Turner has made the foundation of the Hamburger University back in the year 1961 and in the first class; there we re 15 students who graduated from the university. Each year, of about 7,500 students now graduate from the university and helps the organization to meet their objectives (Jauhari and Thomas, 2013). Hamburger University also helps to meet the human resource need of the organization by providing the organization human resource whenever they need. Now while comparing the traditional university with the corporate university, it has been found that the corporate university education helps the organizations to nurture the talents and make them talented as they need but in the traditional approach, the overall education is provided to the individuals and not any industry or organization specific. There are various other differences as well as pros and cons of both forms of universities which are discussed below from the perspective of an employee: Traditional University Corporate University In the traditional university it can be said that it helps to improve the performance of the individuals (Rolfe, 2013). But, the corporate universities help to improve the individual performance as well as the performance of the organization to which it belongs. The traditional universities do not train the individuals to be specific towards a certain job but helps individuals to train in a way that they can work in every organization in every industry. Corporate university training is provided to the students so that the individuals are able to adapt according to the specific organization culture to which the corporate university belongs (Allen, 2013). In the traditional universities, the teachers are the professors of various streams who provide educational knowledge to the students. But in the corporate university the individuals are trained with the help of the managers, private or else public research centres and so on. In the traditional universities the knowledge that id provided to the individuals are more theoretical (Ryan, 2007). While, there are more practical illustrations to the students of the corporate university in order to make them cope with the practical business world. Apart from the difference form that of the traditional universities; the corporate universities are in a way advantageous to the society which can be described with the points that are cited below: Strategic coalition with the goals of the company: The corporate universities that are the best in nature are always driven by the strategic alignment of their goals with that of the mission of the parent company (Washburn, 2011). With the help of the corporate university, the specific objectives of the business are achieved and thus it is one of the main advantages for the business that have their own corporate university. Recruitment, engagement and retention: With the help of the corporate universities, the organizations are able to recruit the best talents that can support the activity of their organization. The best talents are recruited by the organization as well as they are engaged in the organizational activities when their training is complete. The organization also tries to retain them due to the investment they incurred in training each employee is huge. Quality consistency: With the help of the training that is provided to the individuals of the corporate university, the consistency in the quality can be achieved by the organizations (Wheeler, 2012). The employees in the universities are taught that how they can be consistent in their work, more than anything else. Apart from the advantages, there are also various disadvantages of the corporate universities: Firstly, some organizations provide corporate training in their universities with only theoretical knowledge and for that reason, the practical knowledge of the individuals remains zero and due to that, the individuals are more casual in performing their task which can go very wrong and hamper the reputation of the organization. Secondly, the corporate university also adds to the expenses of the organization and sometimes when the university students are not successful in playing their part in the organization, the company suffers a loss as a result (McAteer and Pino, 2011). So, from the above analysis, it can be said that the corporate universities have various pros and cons. But definitely, the pros that the corporate university have weigh more than the cons of the university and for that reason; the corporate university can be suggested as a suited option for the human resource development option for an organization. In the recent years, the corporate universities has become one of the main sources of human resource in the organizations that have their own corporate universities and also the employees are trained well with the help of the corporate universities so they are capable of performing the operations of the organization. The employees who get theoretical training in the traditional universities face problems to cope with the operations of the organizations but the corporate universities helps to cope with the problems of the organization to the individuals trained in the corporate universities with the help of the practical knowledge they are infused with (Weinberg and Graham-Smith, 2012). The organization can also get continuous supply of employees from their corporate university which ensures that there will be no shortage of employees when the organizations need them. Also with the help of the corporate universities, the cost of the organization for the external recruitment is reduced. When the organization has to do external recruitment, the cost of the organization increases but while having a corporate university, the demand for the human resource can be met whenever the organization wants. The most important function of the corporate university is that it helps the human resource department of the company to align with the corporate mission of the company and thus helps in achieving the company objective (Clinton et al., 2009). So, it can be said that the corporate universities can be recommended as an option for the company which can help in the development of human resource and also can help to meet the objecti ve of the company for the employees whenever the company will need. Conclusion: From the above discussion, it can be said that the businesses that have their own corporate universities are able to function better in the competitive environment of the industry and also performs better than their competitors. It is a fact that the corporate universities meet the demand for the company human resource and also diminishes the cost of the recruitment of the company and thus helps the company to achieve their objective by aligning the corporate goals with the human resource department (Gilbert, 2013). References: Tuchman, G., 2009. Wannabe U: Inside the corporate university. University of Chicago Press. Giroux, H.A., 2009. Democracys nemesis: The rise of the corporate university. Cultural Studies Critical Methodologies. Teece, D.J., 2012. Dynamic capabilities: Routines versus entrepreneurial action. Journal of Management Studies, 49(8), pp.1395-1401. Guynn, J., 2011. Steve Jobs virtual DNA to be fostered in Apple University. Los Angeles Times. Dormehl, L., 2012. The Apple Revolution: Steve Jobs, the counter culture and how the crazy ones took over the world. Random House. Altbach, P., 2015. The rise of the pseudouniversities. International Higher Education, (25). Marquardt, M.J., 2011. Building the learning organization: Mastering the five elements for corporate learning. Hachette UK. Wang, G.G., Li, J., Qiao, X. and Sun, J.Y., 2010. Understanding the Corporate University phenomenon: a human capital theory perspective. International Journal of Human Resources Development and Management, 10(2), pp.182-204. Kincheloe, J.L., 2011. Mcdonalds, Power, and Children. In Key works in critical pedagogy (pp. 155-170). SensePublishers. Jauhari, V. and Thomas, R., 2013. Developing effective university-industry partnerships: an introduction. Worldwide Hospitality and Tourism Themes, 5(3), pp.238-243. Rolfe, G., 2013. The university in dissent: Scholarship in the corporate university. Routledge. Allen, M. ed., 2007. The next generation of corporate universities: Innovative approaches for developing people and expanding organizational capabilities. John Wiley Sons. Ryan, L., 2007. Developing a qualitative understanding of university-corporate education partnerships. Management Decision, 45(2), pp.153-160. Washburn, J., 2011. Academic freedom and the corporate university. Academe, 97(1), p.8. Wheeler, K., 2012. The corporate university workbook: Launching the 21st century learning organization. John Wiley Sons. McAteer, P. and Pino, M., 2011. The business case for creating a corporate university. VP Research Corporate University Xchange. Weinberg, A.M. and Graham-Smith, G., 2012. Collegiality: can it survive the corporate university? 1. Social Dynamics, 38(1), pp.68-86. Clinton, M.S., Merritt, K.L. and Murray, S.R., 2009. Using corporate universities to failitate knowledge transfer and achieve competitive advantage: An exploratory model based on media richness and type of knowledge to be transferred. International Journal of Knowledge Management (IJKM), 5(4), pp.43-59. Gilbert, D.A., 2013. The generation of public intellectuals: Corporate universities, graduate employees and the academic labor movement. Labor Studies Journal, 38(1), pp.32-46.