Marketing Strategy Essay Example | Topics and Well Written Essays - 2250 words

Marketing Strategy - Essay Example Magners has a lot of strong competitors in the cider market. Most of these competitors have existed for decades now. During the early 1990s, Diamond White and Max were a major rage all over. This was before alcopops took over and nudged traditional drinks on a corner. During the 1960s and 1970s, pear cider gained a lot of popularity. This was a result of the marketing campaign by Baby champ. The industry continues to grow and has grown its set of competitors in the market over the years. The industry is of the view that the current renaissance will take the somewhere. Some major set of competitors include Scottish, Newcastle and Constellation Europe. They have spent a lot of moolah on promotional campaigns and advertisements to promote Cider. What remains to be seen is to what extend will each of these big wigs fare in the market. When Magner was launched initially, it was perceived as a drink for teenagers and park benchers. Since then it has gone through a makeover. They have come up with various ways to promote their brand. Most notably by lowering the alcoholic content in the bottle, serving it chilled and by launching a 30 million advertising campaign. Magner soon regained its position via this and grew by 33 %. Rivals did not rest low. They were quick to react as they saw potential in the cider market. Magner’s success thus paved way for a huge influx of other brands. Scottish and New Castle as mentioned earlier were quick to re-launch their Bulmer’s. They were all over the market and Bulmer’s had a massive marketing campaign wherein its packaging was identical to that of Magners.

B2C (Business to Consumer) case study Essay Example | Topics and Well Written Essays - 3500 words

B2C (Business to Consumer) case study - Essay Example E-business provides communication between customers and organisations and they can exchange standard business transactions through online media (Yang & et. al., 2003). E-business in broad context can be stated as any business procedure that organisations carry out by computer networks, comprising internal and external communication flows. Through e-business, customers can make any transactions on the computer network, comprising transfer of proprietorship, or the right to use products and services. The transaction is performed within chosen e-business procedures and is considered to be completed upon agreement between purchasers and sellers regarding the use of products and services. Concerning the relationship between different participants, e-business can be classified into three categories namely B2C, B2B and C2C (Zakic & Mladenovic, 2011). Focusing on this aspect, the report describes a popular B2C application namely ‘Online Bookstore’ and its role in the respective industry. ... E-business opens the door to the notion of commercial activities without any border. Globally, it has also been observed that most popular products for online shopping are books, apparel and accessories (yStats, 2013). According to the report of Pitney Bowes (2013), online shopping is continuing to grow with e-business and is predicted to reach US$963 billion by 2013 in an international extent. The quickly expanding international digital community signifies a massive potential marketplace for any retail business with internet presence. Besides, the report of Pitney Bowes states that most common products which are purchased through internet are books, clothes and magazines. Wherein the overall market of physical books has declined, e-books sales have increased considerably. Indeed, popular e-book retailer Amazon has reported double-digit growth in the year 2011. The following figure demonstrates products purchased through internet in 2012. Fig 1: Products Purchased Through Internet So urce: (Pitney Bowes, 2013) From the above figure, it can be observed that online book shipping is regarded as the most popular item for a majority of online shoppers. According to the research of The Publishers Association, in the year 2012, the books sales in the United States were about ?3.3 billion, with 66% increase in online book sales. Online book sales represented about 12% of the total book sales in the United Kingdom (The Publishers Association, 2013). In the US, the revenue generated through book publishing had increased to about 3.1% in the year 2010 to a figure of US$27.9 billion. The percentage of sales of online book had increased to about 29.4 in 2009 and 38.9 in 2010 (German Book Office New York, 2010). According to the study of Nielsen (2010), books and