Mass and Niche Marketers

Mass Marketers: Walmart, CocaCola, PepsiCo, Costco, Target, K-Mart, Canadian Tires, Mcdonalds, Zellers, and Sears.
Niche Marketers: Victoria Secret, LuLulemon, Starbucks, Lids, Starlet, Coffee Cravings, Viagra, Mr. Sub, TNA, and Quiznos.

Lamborghini

 

Lamborghini

Product

• hand made, know for quality, reliability and technical excellence
• luxury sports car

Price

• the price of a lamborghini ranges from $170,000-$380,000, plus upgrades.
• this is a very expensive car brand and is bought buy customers with an insane amount of disposable income

Place

• lamborghini dealerships are located in very busy areas.
• there a only three lamborghini dealerships in Canada

Promotion

• lamborghini uses very little advertising because they have such a well known brand that if someone is buying one, they have planned to buy it for a while.
• the people that can afford one of these cars would know they want one, they wouldn't see an advertisement and they decide they want it.

Consumer

• the typical consumer of a lamborghini would older male, in his mid to late 50s, or a younger male that has a very high income.
• these consumers would live in big cities or outside big cities
• very high income, with a high level of education

Competition

• direct competitors- Audi, Ferrari, Mercedes, and Aston Martin
• indirect competitor- Ford, Chevrolet, GMC, Toyota, jet skies, four-wheelers
• these companies are indirect competitors because the consumer could save a lot of money if they bought the cheaper porducts.

Competitors

Market Leader: An example of a market leader would be Apple in the smart phone industry. 

Market Challenger: An example of a market challenger would be Nike as a challenger to Under Armour. 

Market Follower: An example of a market follower would be Bing for an online search engine.

Market Nicher: An example of a market nicher would be a Pro Hockey Life who only specializes in hockey equipment.

Nike vs Under Amour

   

    After looking at these two companies I have a couple recommendations for Nike and Under Armour.  My first reccomendation for Under Armour is to widen their product range.  They are mainly into performance clothing such as compression shirt and shorts.  I think if they produced more regular clothing, then they would see the number of customers grow.  Another recommendation for Under Armour would be to lower their prices a bit.  I know when I a shopping for clothes, I sometimes shy away from Under Amrour because of the high prices. 

    A recommendation that I have for Nike is to advertise a bit more.  If I were to think right now of a recent television commercial for Nike, I would be able to come up with one.    

    Overall, I think that Nike has the competive advantage because of its wider range in products, lower overall prices and stronger brand name.  I think that Nike is above Under Armour in every category except for performance athletic products.  Once Nike gets better at this they will be 100% better than Under Armour.

Shreddies

   A product that I found that has had an increase in demand in the past couple years because of their marketing is Shreddies.  A great idea from  their marketing team was to advertised that they had a new product called Diamond Shreddies which were the exact same thing as the original Shreddies but rotated to look like a diamond.  They had to change nothing in the manufacturing process, except for the change in the design of the box so this was a great idea that didn't cost a lot of money to do.  By doing this they were able to market their current product by saying that it is a new and reinvented product. 
http://www.youtube.com/watch?v=ZV6xrmm2mII&feature=player_detailpage

Millennials

There are many different stereotypes when it comes to the 'Millennials.'  Most of these stereotypes are very accurate.  After reading an article I agree with the fact that we are team-oriented and we like to socialize.  In another article I read that it said that millennials spend most of their money on food, technology and personal care products which I agree with.  I wasn't able to find anything that seems untrue about me and this generation.   

Commercials

http://www.youtube.com/watch?v=yn3mktl30iw&list=PL67F02D5D32D11083&index=36&feature=plpp_video

Your Consumer Profile: M & Ms commercial

Segmentation Factor	Specifically:	How you would be described?
Demographics	Age	Less than 30
	Gender	Both
	Income	Disposable
	Family Life Cycle	Any
	Other?
Psychographics	Lifestyle	Social, young
	Taste in Music	Party music
	Attitude towards health	Too young to be concern
	Celeb you most admire	n/a
	Sports/fitness involvement	Casual
	Extracurricular activities	n/a
	Other?
Geographics	Urban, Suburban, Rural	Urban and suburban
Behavioural (you may want to think of a particular product that you use often or is new to you)	Benefits sought	Good social snack
	Loyalty	m&ms
	Usage	Regularly
	Occasions	snack
	User Status	n/a
	Other?

 http://www.youtube.com/watch?v=y3bqbJduK2w&list=PL67F02D5D32D11083&index=25&feature=plpp_video

Your Consumer Profile: Suzuki

Segmentation Factor	Specifically:	How you would be described?
Demographics	Age	Under 40
	Gender	Male
	Income	Middle class
	Family Life Cycle	family
	Other?
Psychographics	Lifestyle	Looking for thrill, likes to have fun, mid aged men
	Taste in Music	Rap/hiphop
	Attitude towards health	N/A
	Celeb you most admire	50 Cent
	Sports/fitness involvement	N/A
	Extracurricular activities	N/A
	Other?
Geographics	Urban, Suburban, Rural	All
Behavioural (you may want to think of a particular product that you use often or is new to you)	Benefits sought	Fun car
	Loyalty	Suzuki
	Usage	Often
	Occasions	When you need to drive
	User Status	n/a
	Other?

Your Consumer Profile: Doritos

Segmentation Factor	Specifically:	How you would be described?
Demographics	Age	Under 50
	Gender	Male
	Income	Disposable
	Family Life Cycle	Family
	Other?
Psychographics	Lifestyle	Sense of humor, lives with family,
	Taste in Music	N/A
	Attitude towards health	Casual
	Celeb you most admire	N/A
	Sports/fitness involvement	N/A
	Extracurricular activities	N/A
	Other?
Geographics	Urban, Suburban, Rural	Urban and suburban
Behavioural (you may want to think of a particular product that you use often or is new to you)	Benefits sought	good snack
	Loyalty	Pepsi, Doritos
	Usage	Often
	Occasions	Snack
	User Status	n/a
	Other?

http://www.youtube.com/watch?v=5Pkl_briuB0&list=PL67F02D5D32D11083&index=51&feature=plpp_video