Essentials of Marketing Case Study Example | Topics and Well Written Essays - 1000 words

Essentials of Marketing - Case Study Example Hence the founders of Innocent have ensured that the product speaks for itself about the company and the brand name. Unlike the service sector, Innocent is not customer centric, however the product is developed with the customer expectations in mind and the quality of the product acts as the promotional factor (Jobber, 2004). The denial of Innocent to be exported to countries where it is not possible to transport overnight indicates the importance given to the product specifications. Though the cost of the product is substantially high, the entire cost goes into the product unlike other brands in the same sector that have a huge advertising spend. Currently, Innocent does not have any loyalty programs or other customer centric costs, unlike other companies. The main reason is that Innocent has based its marketing strategy on the product quality and belief that the customers who are satisfied with the product will definitely come back for more (Groonroos, 1994). On the contrary, the s ervice sector stresses on customer loyalty programs in order to build a relationship with the customer. This result in added costs for the company which then goes into the price of the product or service provided (Fisk et al, 2000). Innocent is a product oriented brand and has given due consideration to the tra... However the marketing mix is unique and it has focussed on each of the four P s in varying degrees. Innocent, due to its unique business model, has utilized the 4 Ps, i.e., Product, Promotion, Price and Place to create an integrated marketing mix. The product has been developed after heavy thoughts on market demands and customer expectations. The product has been given the most importance and all the other marketing strategies revolve round the product (Hakansson and Waluszewski, 2005). The company has positioned itself in the market as a high quality smoothies brand. The Price reflects the product quality and the position in the market. Unlike other brands in the sector, Innocent does not add sugar or preservatives, and produces products with higher amounts of fresh fruit pulp. Innocent justifies this high price by indicating that the product is purely natural and that it is similar to home made smoothies. The promotion strategies are aligned with the product and its price, thus emphasizing its position in the market (Evans and Moutinho, 1999). The advertisement spend is very less comparatively, which again reflects that fact that the cost of the smoothies are completely covered by the product and that the company does not charge the customers for the advertising spend (Dobni and Luffman, 2000). The company has grown internationally, but still emphasis is given to the uniqueness of the product. Hence it is exporting strategy is clearly designed to export to countries which can be reached overnight, as the product life is shorter due to the absenc e of preservatives. Thus it is evident that Innocent has cleverly utilized the four Ps in creating an unique integrated

The Life and Works of James Baldwin Essay Example | Topics and Well Written Essays - 2000 words

The Life and Works of James Baldwin - Essay Example James, who was exposed to the religiosity of his stepfather, learned the significance of faith and religion in his life. Although David was not a caring stepfather, his religiosity influenced James and his brothers in a way that David had instilled Catholic morals on the family. For one, James became a youth minister in a Pentecostal Church in Harlem even at the age of 14. With his conformity to religious standards and intellectual pursuits, James gained recognition and lasting impression from his teachers, as well as his neighbors. To the people in their locality, James was considered as intelligent and righteous. He carried these values along with him as he struggled for the Negro race through participating in political and social activities as a writer. The deep religious foundations of Baldwin’s morality were later shown in his writings, as well as his preference for non-violent activism over bloody riots. As a child, James loved to read, and, during his school years, he showed an inclination toward writing. Although James showed his exemplary writing ability even in high school, he was not able to pursue his college education and other plans due to financial constraints. As the eldest child, James had to put his dreams aside and support his mother in sending his seven younger brothers to school. Thus, in his own discretion, James struggled to find a job after he graduated in high school in 1942. While putting his dreams aside means compromising his passion and talent, James considered his family as the most important part of his life. Finding a sustainable job was difficult for James. The fact that the year during which he lived was dominated by prejudice and racial discrimination, James was frequently warded off by employe rs mainly because of his color. This situation made him take whatever job opportunities that came along his way. For instance, he took the job in the railroad in New Jersey from which he was again dismissed for no apparent reason. Another significant event in James’ life was the death of his stepfather on the 29th of July 1943. On this day, also, her mother gave birth to his eighth sibling. This means that their family had grown larger, which, in turn, means that he needed to earn more for his family. In 1945, James’ life took an unexpected turn. Although, he worked during the day, he still found time to write a novel during his spare hours. His passion to read and write offered opportunities that influenced the rest of his life. For instance, he had the chance to meet Richard Wright, a writer, who helped James found a fellowship that could publish his works and support his writing expenses. In those times also, James was able to publish his stories and essays with Com mentary, The Nation, and Partisan Review, three of the most popular national publications during that time. As James was able to gain an audience for his literary works, his popularity also grew, and he was able to visit different American cities with his writing colleagues. By the year 1948, James moved to Paris as he was able to find another fellowship there. James’ stay in Paris enabled him to observe America in a distance; he was able to analyze the American social and political situation critically especially in relation to the African Americans, his race. Considering the wide view by which James observed the socio-political status of America, he was able to evaluate the American system of government objectively. Additionally, he was able to see clearly where he began, which developed in him the sense of determined destination. Thus, James’ stay in France enabled him to see both his beginning and his purposive end. While in France, James was able t