10/28/2015

SM Assignment# 2

Submitted by: Musab Asif

Submitted to: Sir Akram Khan Shahani

Q1) Analyze product offerings of Procter and gamble in terms of width, depth and consistency.

Beauty & Care Food & Beverage

Health Care Laundry / Cleaning

Baby, Feminine & Family Care

Cosmetics:

Cover Girl Max

Factor Olay

Deodorant:

Old Spice Secret

Sure

Fragrances:

Giorgio Beverly Hills

Hugo Boss

Old Spice Red

Air Freshener:

Febreze

Hair Care:

Head & Shoulders

Herbal Essence

Pantene Pert Plus Vidal

Sassoon Rejoice Aussie

Skin Care:

Crisco Folgers Jif Millstone Olean Pringles Sunny Delight Tender

Leaf Tea Hawaiia

n Punch

Gastrointestinal:

Metamucil Pepto-

Bismol Align Prilosec

Incontinence:

Attends

Oral Care:

Crest Fixodent Gleem Scope Oral-B

Respiratory Care:

DayQuil NyQuil Vaporub Vicks Vitamin C

drops

Fertility Testing:

Clearblue

Bleach:

Biz

Dish Care:

Cascade

Dawn Ivory

Dish Joy Salvo

Hard Surface Cleaners:

Comet Mr.

Clean Spic &

Span Swiffer Viakal

Laundry:

Bold Bounce Cheer Downy Era Gain Tide Dryel Ariel Dreft Lenor Era Fairy Dash

Baby Diapers:

Luvs Pampers

Feminine Protection:

Always Tampax Whisper Naturella

Tissues/Towels:

Bounty Charmin Puffs Royale Dodot

Camay Ivory Clearasil Noxzema Olay Gillette Safeguard Zest SK-II Braun

Daz Bonux Ace

Q2) Do an Attributes & Marketing Segment Positioning for the fast food industry.

Elaboration:

Kids are mostly concerned about the taste and complimentary gifts that they get with the food. Or they would want to eat from a place where there is a play area. Kids are not concerned about the Quality and Price of the food since they don’t have to pay for it.

Teens are attracted to the economical food available because they have to pay for it themselves from their own pocket money which is never sufficient for them. And they are also concerned with the food décor, aroma and temperature of the food, it should be cooked to perfection so they can elicit their dollars’ worth. They mostly want to be served with hot and fresh Fast food.

Families are likely to have Fast food that is easily available to them. And they prefer Fast food from such places where they can take their children along.

Adults are always concerned with the quality of food and how it is prepared, the ingredients used in that food and hygiene factors are a matter of utmost concern for them. They have no issues compromising on price and availability of the fast food in exchange for quality.

Q3) Do a brand growth strategy for Starbucks Cafe.

New Brands Strategies:

Starbucks can start a new Bottled/Canned coffee brand that would be readily available at not only Starbucks franchises but also in super markets, since they are into coffee business they can also start a brand for coffee equipment optimized for efficient performance since they understand the core business needs. Lastly they can introduce a mineral water brand as well.

Brand Extension Strategies:

1) Starbucks Instant Coffee: Served in packing at Starbucks and retail stores in mild, medium, bold & extra bold flavors.

2) Starbucks Liquor: Combination of coffee and premium spirit sold at restaurants, bars and liquor shops.

3) Starbucks Canned Coffee: Espresso and/or cold coffee sold at Starbucks and retail stores.

4) Starbucks Ice-cream: Comes in bars and jars (economy pack for family) with several flavors to choose from.

5) Starbucks Visa Card: Makes it easier for customers to purchase and with flexible payment options.

Line Extension Strategies:

Starbucks can introduce traditional Chinese herbal tea and typical Asian ‘Chaye’ in their existing brand of Teavana, they can start serving cocktail smoothies as well to their customers as they have very limited flavors for smoothies.

Fighting/Flanker Brand Strategies:

Starbucks can introduce cone ice-cream to compete with mcdonalds and they can also revive their trademark traditional breakfast menu items like ‘La Boulange’ to maintain an upper hand in breakfast time customers since they already have the advantage of brand positioning i.e. Starbucks is known as the 3rd place between home n office.