OPERATIONAL MARKETING
EXAM
运营营销代写 1.(5 points; 4 points in the exam)Tyson Foods expands Raised & Rooted™ brand to Europe Tyson Foods has announced the European launch of
1.(5 points; 4 points in the exam)
Tyson Foods expands Raised & Rooted™ brand to Europe
Tyson Foods has announced the European launch of its plant-based protein brand, Raised & Rooted™. This is the first expansion of the Raised & Rooted brand outside the U.S., in its pursuit to be the most loved alternative protein brand in the world.
“We’re thrilled to be launching Raised & Rooted in Europe, where there is a growing number of consumers who are adopting flexible diets,” said Brett Van de Bovenkamp, president of Tyson Foods Europe. “Our unique capabilities in R&D and innovation, combined with our international footprint and infrastructure makes us uniquely positioned to be a European market leader in alternative protein.”
The European Raised & Rooted range, which include five varieties of plant-based products, will be introduced through foodservice customers across Europe. Major foodservice and retail operators have already embraced the alternative protein segment. Which is estimated to be a multi-billion-dollar category and continues to grow.
“Our Raised & Rooted™ brand has seen rapid growth since launching in the U.S. last year,” said Justin Whitmore, executive vice president of alternative protein at Tyson Foods. 运营营销代写
“Our plant-based nuggets and tenders are now sold in 10,000 stores and online, and we look forward to our continued growth. Our expertise in this category, paired with our European innovation centres positions us well to serve global markets. We are leveraging Tyson’s deep capabilities to make plant-based protein more accessible and affordable for more people around the world.”
“Our focus has been on taste and texture, and we’re confident our alternative protein products meet consumer expectations,” said Van de Bovenkamp. “We’re experts in the protein industry and have innovation centres to help us produce great tasting plant-based products on the market.”
The plant-based products, which are produced in the Netherlands with locally sourced premium ingredients, are non-GMO, non-palm oil, egg-free and contain no artificial colours, flavours or preservatives. The multilingual packaging for the products contains a total of eight languages, addressing the language and labelling needs of customers. The plant-based products are packaged in a recyclable 60% bio-based plastic material.
a) How important is packaging while launching the brand in the European Market? Critically analyse the way Raised & Rooted product mix may influence its European expansion. Justify your answer.
2.(4 Point) 运营营销代写
Appleton Estate leads premium rum charge with brand relaunch and new minimum age blend
Appleton Estate Jamaica rum has its sights set on becoming the global leader in premium+ aged rum. Introducing a complete brand relaunch alongside the release of a new minimum-age blend, the Appleton Estate 8-Year-Old Reserve.
Crafted by Master Blender Joy Spence to commemorate the Estate’s 250th Anniversary, the new minimum age Appleton Estate 8-Year-Old Reserve will join the brand’s iconic Jamaica rum portfolio. Including Appleton Estate Signature and Appleton Estate 12-Year-Old Rare Casks. The core range proudly carries a new look, following a full rebrand in line with Appleton Estate’s premium ambitions, and is now available through all retail channels.
The new Appleton Estate 8-Year-Old Reserve is the perfect addition for retailers looking to tap into the growing premium rum opportunity. As Appleton Estate’s most versatile expression of aged rum. It reveals aromas of spicy fruit and oak, followed by hints of honey and vanilla along with Appleton Estate’s signature orange peel note.
Full of flavour,
Appleton Estate rums are also easy on the eye – and are sure to stand out on shelves, thanks to a portfolio-wide rebrand. A sleek, contemporary version of the iconic bottle shape, the new bottles also carry premium cues of tall, heavy-set glass and cork fittings.
Nick Williamson, Marketing Director at Campari UK, said: “Appleton Estate is a key part of our Jamaica rum brand portfolio, one that highlights our expertise and leadership in this field. With the UK showing an appetite for premiumisation, brand heritage and craft credentials. It is an incredibly exciting time for Appleton Estate as a world-class, premium Jamaica rum. The UK continues to prove why it is one of our top five Jamaica rum markets.”
“Our recent brand relaunch showcases our commitment to the long-term potential of premium Jamaica rum in the UK. Our new minimum-age Appleton Estate 8-Year-Old Reserve is crafted to make premium rums more accessible for an elevated drinking experience. It is a great choice for retailers looking to offer a uniquely Jamaican, premium product to the growing number of UK drinkers experimenting with greater flavour complexity and depth when it comes to rum.”
Master Blender, Joy Spence, said:
“The Appleton Estate 8-Year-Old Reserve is an exciting addition to the Appleton Estate family, representing the highest standards of Jamaica rum production and offering a distinct super-premium experience. I’m sure that this new blend will be loved by rum connoisseurs and newcomers alike and will help continue to spread the joy of rum around the world.”
a) Based on the above mentioned, define a price strategy for brand relaunch in the UK market. Please justify all your options.
3.(4 points; 3 points in the exam) 运营营销代写
Primark to open 18 new stores this year.
Primark is planning to continue its seemingly unstoppable rise – announcing that on the back of strong sales it’s planning to open another 18 stores this year. The fast-fashion chain said it had a “particularly good” November and December, seeing sales rise 4% on last year driven by a “strong contribution” from it’s new shops. As such, the expansion will continue.
“This sales growth was due almost entirely to the increase in selling space” the chain’s owner, Associated British Foods, said in a statement. “We now expect to add a net 0.9 million square feet of additional selling space in this financial year” it added. “We expect to open 18 new stores together with several relocations.” And the expansion is not limited to the UK.
“As previously announced, we will enter the Polish market with a new store in Warsaw in spring 2020, followed by a store in Prague, Czech Republic” Associated said. “We have now also signed leases for a further store in Poland, in Poznan. And for our first store in Slovakia, in Bratislava which will take Primark to its fifteenth country.”
Sophie Lund-Yates, a market analyst at Hargreaves Lansdown, said:
“Primark is proof that not every retailer struggled this Christmas.” She added: “What is most striking about Primark is it is essentially an old school retailer. Lack of a meaningful online business makes the chain a high-street play, so the improvement in sales performance is even more impressive.”
a) What is the relevance of merchandising for retailers while opening a new store? Take into consideration both the goals of the producer and the retailer.
4.(7 points; 5 points in the exam) 运营营销代写
Apple Glasses: How they can redefine wearable computing
The Apple Glass augmented reality glasses is a futuristic, first-generation wearable product in the firm’s pipeline. Apple Glass is expected to run on Starboard (or perhaps glassOS,) a proprietary operating system uncovered in the final version of iOS 13. The augmented reality framework shows up multiple times in code and text documents, meaning Apple is likely testing activation and application.
According to Bloomberg, the Apple AR Glasses will bring information from your phone to your face. Specifically, the eyewear is expected to synchronize with a wearer’s iPhone to display things such as texts, emails, maps, and games over the user’s field of vision. Apple also has plans for third-party apps, and is considering a dedicated app store, similar to how you get apps for the Apple TV and Apple Watch.
Furthermore, 运营营销代写
A patent granted to Apple has further fuelled the rumor that Apple Glass won’t need prescription lenses as the smartglasses will automatically adjust for people with poor eyesight using an “optical subassembley”. As of July 10, ‘The Information’ reported that Apple Glass lenses had passed the prototype stage and entered trial production. An important milestone in bringing Apple’s wearable device to market. When we first heard, rumours suggested the apple lenses would launch in 2020. But with Apple’s 2020 product line fully fleshed out with the likes of the iPhone 12. Apple Watch 6 and AirPods Studio, market analysts believe the launch is aimed for March-June 2021.
Imagine you were hired by Apple to develop the launch of this new product in the Portuguese Market in June 2021, with a budget of € 1,500,000. Please define:
Communication strategy(ies)
Key communication message
Company’s communication mix for Portugal
Media plan, and budgeting
FINAL EXAM STUDENTS ONLY
5 – (Exam only; 4 points) 运营营销代写
The Kardashian Effect: How Influencer Marketing Can Boost Your Business
For more than a decade (it’s been that long) the Kardashians have banked on their ability to sell themselves (and products) with endorsement, after endorsement, after endorsement. With a combined following of more than 400 million on Instagram alone (that’s more than the U.S. population). The sisters command big dollars to promote a variety of products on their social media channels. And, in turn, the brands they partner with earn the benefits of their influence.
Instagram: @kourtneykardash
But you don’t have to have a Kardashian-sized budget (or be in the lip gloss industry) to run a successful influencer campaign on social media. An influencer is an individual, blogger or social media personality who acts as a trusted confidant in their area of expertise. Influencers can be beauty enthusiasts, fitness gurus, tech nerds—the list of categories goes on and on. There are even tiers of influencers—mega, macro and micro influencers. Despite the several types of influencers, they have a few things in common: They are passionate about their interests, authentic and routinely engage with their audience.
With an influencer, your target audience can experience your brand through someone they trust online.
When you work with an influencer, you can connect with their following as well. Choosing an influencer that aligns with your brand can drive traffic to your site, increase sales and boost your social media following. It is like an endorsement that exposes your brand and/or product to a potentially new audience, adopting customers who will hopefully become brand loyalists.
The emergence and consolidation of influencer marketing have had a significant impact on firms’ and their marketing activities. And specifically on its communicational efforts, composed until recently by the traditional vision of communication.
a) As a marketing manager, and based on this emerging reality. How do you characterise the influencer marketing trend among communication tools in general? Justify.
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