Essay About Benefits Of Brand Equity And Market Segmentation

Marketing
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Marketing
Fast Food Products Ltd
Tutor: Sam Forrest
Author: Daniel Walsh
Table of Content
INTRODUCTION
PROCEDURE
FINDINGS
Task 1
3.1.1
Marketing Concept
3.1.1.1
The Marketing Concept
3.1.2
The Marketing Process
3.1.2.1
Situation Analysis
3.1.2.2
Marketing Strategy
3.1.2.3
Marketing Mix Decision
3.1.2.4
Implementation and Control
3.1.3
Benefit to Fast Food Products Ltd
Task 2
3.2.1
The 4 P’s
3.2.1.1
Product
3.2.1.2
Price
3.2.1.3
Place
3.2.1.4
Promotion
3.2.1.5
Limitations of the Marketing Mix
3.2.1.6
Service Mix
3.2.1.6.1
People
3.2.1.6.2
Process
3.2.1.6.3
Physical Evidence
Task 3
3.3.1.1
Product
3.3.1.1.1
Brand name
3.3.1.1.2
Quality
3.3.1.1.3
Packaging
3.3.1.2
Price
3.3.1.2.1
Pricing strategy
3.3.1.2.2
3.3.1.2.3
Discounts
3.3.1.2.4
Price discrimination
3.3.1.3
Place
3.3.1.3.1
Warehousing
3.3.1.3.2
Order processing
3.3.1.3.3
Transportation
3.3.1.4
Promotion
3.3.1.4.1
Promotional strategy
3.3.1.4.2
Advertising
3.3.1.4.3
Sales promotions
3.3.2
Marketing Plan
3.3.2.1
Mission Statement
3.3.2.2
The Challenge
3.3.2.3
Situation Analysis
3.3.2.4
Market Segmentation
3.3.2.5
Alternative Strategies
3.3.2.6
Selected Marketing Strategy
3.3.2.7
Short and Long Term Projections
3.3.2.8
Conclusions
3.3.3
Fast Food Products Limited Marketing Plan
3.3.3.1
Mission Statement
3.3.3.2
Objectives
3.3.3.3
SWOT Analysis
3.3.3.4
PEST Analysis
3.3.3.4.1
Political
3.3.3.4.2
Economical
3.3.3.4.3
Social
3.3.3.4.4
Technological
APPENDIX
4.1.1
The Production Concept
4.1.2
The Sales Concept
4.1.3
Market Segmentation
4.1.3.1
Requirements of Market Segments
4.1.3.2
Segmentation Bases in Consumer Market
4.1.3.2.1
Geographical
4.1.3.2.2
Demographical
4.1.3.2.3
Psycho-graphical
4.1.3.2.4
Behavioural
4.1.4
5 C Analysis
4.1.4.1
Company
4.1.4.2
Collaborators
4.1.4.3
Customers
4.1.4.4
Competitors
4.1.4.5
Climate
4.1.4.6
Information Sources
4.1.5
PEST Analysis
4.1.5.1
Political
4.1.5.2
Economical
4.1.5.3
Social
4.1.5.4
Technological
4.1.6
SWOT Analysis
4.1.6.1
Internal Analysis
4.1.6.2
External Analysis
4.1.6.3
SWOT Profile
4.1.7
Target Market
4.1.7.1
Attractiveness of a Market Segment
4.1.7.2
Suitability of Market Segments to an Organisation
4.1.7.3
Target Market Strategies
4.1.7.3.1
Single Segment
4.1.7.3.2
Selective Specialization
4.1.7.3.3
Product Specialization
4.1.7.3.4
Market Specialization
4.1.7.3.5
Full Market Coverage
4.1.8
Branding
4.1.8.1
Brand Equity
4.1.8.1.1
Financial
4.1.8.1.2
Brand Extensions
4.1.8.1.3
Consumer Base
4.1.8.1.4
Benefits of Brand Equity
4.1.9
Pricing Strategy