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Essay / Research Paper Abstract
This 5 page paper considers the way in which Newman’s Own Foundation market their range of products. The paper considers product range, positioning, demographics, psychographics and the promotions. The bibliography cites 6 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEnewmnO.rtf
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Unformatted sample text from the term paper:
causes. Founded in 1982 by Paul Newman the success of the company has astounded may commentators who believed that in the first year the company should have made a loss
of over $1 million. However, in only the first year o trading, the foundation was able to donate $1 million after tax profits to good causes. In looking at
the success of this brand can be seen in the business plan, the way it was marketing and differentiated with the appeal that this provided to the target market. The
company stated with only one product; Mr. Newmans famous Oil & Vinegar Salad Dressing. This was genuinely a recipe for a salad dressing that was made by the founder and
given away to friends and family each Christmas (Newmans Own Foundation, 2003). Frustrated with the poor products on supermarket shelves that lacked taste and quality and knowing that friends and
family enjoyed the salad dressing it was though that the market may be wider (Newmans Own Foundation, 2003). The range of products has been increased from the initial salad
dressing. This now includes a range of pasta sauces, salsa, lemonades, steak sauce and even popcorn. All can be seen as appealing to similar needs, and also diverse appealing to
different aspects of the market. They are all positioned in a similar manner (Newmans Own Foundation, 2003). They look to quality, with quality ingredients placing the products at the premium
end of the market. They are made not only with high quality ingredients that are also all natural (Newmans Own Foundation, 2003). Therefore, there is a common message and standard
with all the products sold. This means that the product itself has characteristics that may be seen as reflecting values. The products are natural and wholesome, and the profits
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