We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

The Priority for Glenmeadie's Innovation Efforts - Essay Example

Comments (0)
What should be the Priority for Glenmeadie’s Innovation Efforts? Nunes & Driggs (2006) analysed a whiskey producer named Glenmeadie and their efforts in marketing. Much of the effort seems to be focused on using new technologies to hook in new customers and build relationships with the old; the ‘Web site overhaul’, the ‘local call centre’ and the ‘loyalty card program’ (p38)…
Download full paper

Extract of sample
The Priority for Glenmeadie's Innovation Efforts

Download file to see previous pages... Marketing experts should be aware that the product is the thing that they’re selling, and innovation in this field is also necessary to build a customer base. The purpose of this essay is to explore how Glenmeadie can balance their innovation efforts between the product and new types of marketing in an effort to impress new customers and build a loyal customer fan base, by using the Ansoff and 8Ps frameworks to provide an illustration on how best to tackle the issues at hand. Glenmeadie The information provided by Nunes & Driggs (2006) paints an outline of Glenmeadie. As a Scotch whiskey distillery, Glenmeadie has won 7 gold medals in one season on a national and international scale, suggesting an upmarket taste and therefore suggesting a target market of whiskey connoisseurs. The marketing campaign led by Bob consists of international efforts to put on Tastemakers events in 25 cities, starting in New York. The aim is to spend $15,000 on each event, offering tastes of various whiskeys and bringing in efforts from an apprentice distiller and buyers from local distributors. Glenmeadie is also trying to give a more personal face to the brand, having interactive websites and creating loyalty card programs. ...
Rayport, Stephen Dull and Joe Scafido. Scafiado, a member of the executive council at Dunkin’ brands, raises concerns about the fact that the front- and back-house innovations programs seem to be presented as separate enterprise. This is mainly because they seem to have separate functions in marketing, with product development being considered part of back-room company enterprises and marketing focusing on customer involvement and sales. However, this is a limited perspective on the matter. At Dunkin’ brands, Scafiado brought together the culinary team and the operating specialists into one department, meaning that any culinary development is being innovated simultaneously with efforts on how to present this to the company. Herman, who is president of Lebanon, agrees that Glenmeadie should be focusing efforts on product excellence as well as drawing customers in with these innovative marketing campaigns. After all, it is the product that is being sold, not the marketing scheme. Rayport, founder and chairman of Marketspace, sees things differently. Although Glenmeadie has reported some stress on research and development budgets, Rayport suggests that this can only be a positive thing, even for Ellis, the distiller. Rayport even goes as far to suggest that Ellis’ argument against expansion in marketing efforts is a paradox, as Ellis cannot have the freedom to create and innovate in the distillery without an expanded market and expanded profits. Dull, vice president of strategy at Greensboro, sees things a little differently. Dull suggests that Glenmeadie is a luxury product, as a whiskey, and therefore the aims of the company to branch into mass-marketing are a mistake. Dull suggests that there hasn’t been much of an ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
China has a vision to develop into an innovation-oriented society. Significant efforts have been put into promoting and driving
It can be said that China has not only grown economically because of the wisdom behind its governments policies but also because of the culture of innovation, that is a constant part of the Chinese. China’s Innovation-Oriented Society Vision One of the greatest aspects of the Chinese innovation is the fact that it is not only based on the technological sector, but is also practiced in all other sectors in the country’s economy, hence ensuring that there is rapid growth in all these sectors.
9 Pages(2250 words)Essay
Both researchers as well as business managers deem innovation as “life-and-death matter for a firm” (Weiss, 2013). The extreme threat of competition and continued need to fight for survival fosters organizations to bring innovation into their system. Researchers from the field of business and management have found that organizations which have the capacity to innovate can respond at a much faster pace to the challenges of the environment than companies which lacks innovative capacities.
16 Pages(4000 words)Essay
Just like a new road links a far off farming community to a national road network, the Internet has allowed people and businesses all
2 Pages(500 words)Essay
A market driven company ensures that it is able to get market for their products by focusing on the market and customers. For example, Cisco is a market driven company. The company’s every decision is based on its customers, and it always tries to ensure that the
1 Pages(250 words)Essay
Nike has remained competitive in the industry by focusing on standards which have boosted its business. It has strengthened its processes and communicated to the audiences in such a way that there is a personalized feeling available with the brand. The development has been
1 Pages(250 words)Essay
Development Efforts
Emergency departments have emergency leaders who perform the preparation, response, and recovery functions. Since the emergency management is a process, it requires leaders who have relevant skills to handle the mitigation, preparedness, awareness,
2 Pages(500 words)Essay
Priority List
Environmental Protection Agency (EPA) uses the NPL to guide in the determination of areas that require further investigation for suspicion of receiving hazardous releases. The residential
1 Pages(250 words)Essay
Google relies heavily on innovation for its growth. Google recruits “the best and brightest”(top GPAs,top schools, in spite of experience and age).It has also created atmosphere which is the desire of every
1 Pages(250 words)Essay
From 1980 to 2012, the percentage of children between 6 and 11 with obesity increased from 7 to 18 percent while that of adolescents between 12 and 19
4 Pages(1000 words)Essay
Policy Priority: Childhood Obesity

The author states that state policy making processes on the issue has also increased. At the state level, government have realized the need to curb the increased consumption of fast foods and supersized drinks and meals. This has included the creation of policies that cut the production and supply levels of these specified foods.

4 Pages(1000 words)Essay
Let us find you another Essay on topic The Priority for Glenmeadie's Innovation Efforts for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us