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Essay / Research Paper Abstract
A 9 page paper analyzing the marketing strategy of a newly-launched low-calorie premium ice cream in the UK. The paper assesses conditions according to the 4 Ps / 7 Ps concept of the marketing mix, making recommendations for possible alternative approaches for each of the seven factors. Includes a position map. Bibliography lists 19 sources.
Page Count:
9 pages (~225 words per page)
File: CC6_KSmktgIceCrm.rtf
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Unformatted sample text from the term paper:
The new low-calorie frozen dessert product is performing well, indeed even better than expected. While the products marketers would prefer to take full credit for this good fortune,
it appears that much of the impetus exists in two forms. First, the British government recently released a report on increasing incidence of obesity in the UK. Second,
the report directly stated that regulation of the food industry could be necessary in the future if it did not regulate itself, particularly in its marketing efforts. Competitors have
not been promoting their own products as heavily since announcement of the report and its contents. Even without the assistance of the government report, however, it appears that the
product would have been doing well on its own merits. It will be necessary to monitor the products progress and it may be
necessary to increase marketing efforts in the future. In the meantime, it appears that awareness is growing and sales are increasing at a faster pace than originally expected. Existing
Marketing Strategy Analysis The Target Audience The target market consists of those willing to pay for premium ice cream and who are more
likely to make impulse purchases than they are to plan to buy premium ice cream to take home. The company provides logo-laden, free-standing display freezers for the purpose of
product placement close to the point of purchase in support of the impulse contribution to consumers purchase decisions. Stores also place the product in areas with similar, competing products.
Generic Strategy The primary generic strategy the company is pursuing is that of product differentiation. There are several brands of ice cream
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