Sales promotion campaign Essay Example | Topics and Well Written Essays - 1000 words

Sales promotion campaign - Essay Example The main target demographic is comprised primarily of upwardly mobile middle class white collar workers interested in maintaining a certain status of success who typically already have well-defined ideas of what types of drinks are appropriate for their position in life. According to Hugh Archibald, chairman of the National Association of Cider Makers, â€Å"drinkers in England have a deep-rooted perception of cider as a rustic ‘alternative’ drink† (cited in C&C, n.d.). Recognizing value in a product is a quality most Britons pride themselves on, particularly in the larger cities among the prime demographic group. Among these consumers, image is important in helping to develop this perception of quality. â€Å"UK consumers know about quality, they have an expert knowledge of organic products and what is good for them. They understand that quality is important† (Vyse, 2005). If Magners can position itself as a product that offers higher quality and therefore greater value for the money spent, it can repeat its Ireland success throughout Great Britain as well. It will be the objective of this campaign to boost sales of Magners Cider in Great Britain to reflect a closer relationship to the 24% market share currently enjoyed i n Scotland. To bring attention to the organic nature of Magners Cider while still emphasizing a modern appeal, a sales campaign that focuses on addressing modern issues and technologies should be utilized. To bring the focus of the consumer onto the apples used in the production process, Magners can print up specialized packaging that includes a special apple icon denoting a percentage of the sales price will be donated to a children’s charity group. For those consumers who purchase their cider primarily at the pubs, specialized apple promotional materials can be created that can identify those pubs

Simple research paper Example | Topics and Well Written Essays - 750 words

Simple - Research Paper Example Therefore, this essay argues that in order to better solve social problems, we should go beyond the concepts of charity and social responsibility, to a solution that focuses on the diversity of our values, the complexity of our social problems, and a practical approach toward understanding and solving them. Social entrepreneurs possess a powerful combination of clear vision and creativity. Social entrepreneurs view problems as opportunities. Social Entrepreneurship: A Better Solution to Social Problems The market has a very important role in attaining the needs, objectives, values, and interests, which are vital to a well-functioning society. Market processes are vital to the creation and delivery of products/services. However, the government can serve an important function in pricing products/services in a manner that is compatible with social and moral principles, not merely financial concerns. The government should assign value to activities that promote public interest or the gre ater good, and then let the market operate within these values and carry out its own functions (Yunus, 2010, 162). Businesses will always build a strategy to take advantage of the market and generate products/services that will eventually finance the society’s values and interests. Businesses have shown that they can react immediately to market prospects. Once the public begins to put a price on values, such as free education, health care, and sustainable energy, businesses will formulate a strategy to tap on the markets and meet the demand for those social services. Businesses are the source of a society’s wealth; they produce the resources that make social development possible (Light, 2010, 43). The market can be controlled to support and strengthen social values. The market is unprincipled: it values money and ignores social values. Nevertheless, governments, businesses, the society, and individuals can and should perform their duties in a moral way. It is not merel y achievable but essential for the market to exhibit these moral acts if social problems are to be solved (Light, 2010, 30). Because socialism did not succeed and capitalism did, the market is the best instrument society has to solve enormous social problems. The problem with socialism is that it tries to separate the producers from the means of production (Yunus, 2010, 198). But the solution to social problems rests on the unification of capital and labor. Multinationals do not have a choice but to promote corporate social responsibility. The market strongly obliges businesses to act morally and responsibly. Different stakeholders, such as employees and the community, expect businesses to focus not just on financial gains but also on fair workplace practices, responsible corporate governance, and sustainability. Companies that do satisfy these different stakeholder demands have a greater chance of surviving (Bornstein, 2007, 274). Current investors increasingly value environmental sustainability and corporate social responsibility. Investors view CSR as a primary driver of good financial performance, and so they encourage companies to act responsibly (Bornstein, 2007, 276). Businesses, especially those large ones, realized that promoting CSR will certainly increase financial perform