دانلود رایگان مقاله لاتین راهبرد بازاریابی Seagram (تایلند) از سایت الزویر
عنوان فارسی مقاله:
استراتژی بازاریابی Seagram (تایلند) محدود شده
عنوان انگلیسی مقاله:
Marketing Strategy of Seagram (Thailand) Limited
سال انتشار : 2015
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بخشی از مقاله انگلیسی:
Direct sell strategy:
The company did direct sell marketing strategy to penetrate the target group. There were more than one hundred salespersons throughout Thailand as at Chiang Mai, Phuket and Nakhon Ratchasima and major traveling destination such as Pattaya and Rayong and so forth. This strategy had increased the market share and had stimulated the sales volume of Chivas Regal. Its former sales had placed Chivas Regal in the 2nd rank being a subsidiary to Black Label of Rich Monde (Bangkok) Company and after the direct sell strategy was applied, it had occasionally gone up to the first rank. In order for the sales to continue to increase, the company stressed on conducting sales and advertising activities via various media continuously and dumping of the budget for more than 10% of its sales, repeat leadership rank in the premium whisky group using the Chivas Regal as the principal income, advertising on television which has generated the reputation of Chivas Regal to be well known increasingly coupled with radio and printed materials. In addition, promotions in leading entertainment places were also being held throughout the country. Sport marketing strategy: Strategy in drawing football games which were popular among drinkers and generated brand awareness such as 100 Pipers campaign in June 2000 by sending pieces for casting lots to watch the Euro 2000 Football matches in Belgium and Netherlands and so forth. 4.2. Marketing mix strategy 4.2.1. Product strategy The company had whiskies that earned a high income in many brands such as 100, 101 and 102 Pipers, Seagram Master Blend and Chivas Regal. Before releasing an imported whisky, it required what taste customers liked the most. The company selected such a taste as a prototype for production abroad according to the brand that the company had. The company had also taken into consideration about consumer behavior. When the Thai economy fluctuated, the company imported new cheap whiskies with good quality in order to respond to customers’ demands. The company improved the whisky quality and conducted a research continuously. It was found that customers weighed heavily on packaged deals. The brand image was dependent on the package offered such as setting 100 Pipers together with a meal table, this would properly represent the taste of a customer. Imported whiskies were improved all the time such as taste, shape, container, promotion and advertising. However, the company had a policy and weighed the importance of a marketing research. In 1997, the company conducted marketing research mainly and integrally on 100 Pipers and Master Blend. For 100 Pipers, taste research was conducted only in Bangkok while Master Blend was not only conducted its taste research in Bangkok but also in the major provincial cities such as Chiang Mai, Ubol Rachathani, and Khon Kaen. Master Blend was developed for Thailand market, especially improved using various formulas. Master Blend that the company distributed in the early 1999 was a new one. It was not like the former one which was imported for blending and filling bottles in Thailand. For the new Master Blend, it was imported from Australia and was sold at a cheaper price but higher than local liquor with a price of 50-60 baht a bottle. The new Master Blend was preferred by the local drinkers because of the better taste. In 2000, Chivas Regal reached its anniversary of 200 years. The parent company improved all packaging while its quality remained as before.
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کلمات کلیدی:
Seagram's Rebranding Focuses Sophistication - Corporate Eye www.corporate-eye.com/main/seagrams-rebranding-focuses-sophistication/ Apr 14, 2012 - See how the Seagram' rebranding gives it sophistication and positions it for ... traditional soft drink category and stake its claim in the market of adults looking ... with brand strategy, extensions, and so on but as the Seagram's ... The Manager's Guide to Competitive Marketing Strategies https://books.google.com/books?isbn=1854183656 Norton Paley - 2006 - Business & Economics Smirnoff was then attacked on price by another brand, Wolfschmidt, produced by The Seagram Company Ltd. Wolfschmidt was priced at $1.00 a bottle less than ... Coca-Cola expands marketing efforts for Seagram's - Drug Store News www.drugstorenews.com/article/coca-cola-expands-marketing-efforts-seagrams Feb 28, 2011 - The beverage giant said it would begin a several-phase marketing strategy for Seagram's, beginning with new radio and out-of-home ...
