INNOKIN iClear E-CIGARETTE Case Study - Free Essay Example

Sample details Pages: 8 Words: 2320 Downloads: 8 Date added: 2017/06/26 Category Marketing Essay Type Analytical essay Did you like this example? INNOKIN iClear E-CIGARETTE Question 1 The Innokin iClear 30 electronic cigarette (also known as E-cigarette) is an innovative way of smoking without all the risks attached to it. It is a cylindrical-shaped tube that has a red tip as well as a filter. The device operates with a battery. It is filled with liquid nicotine that is dissolved in water and propylene glycol. The E-cigarette works in such a way that when one takes a puff, the nicotine heats up thus creating vapour that is inhaled in the lungs of those smoking it. The device is portable and can be smoked anywhere as it does not have a smell. The product is a unique alternative to a regular cigarette, it does no harm to human lungs and the environment, as no secondary smoke is emitted. The iClear 30 e- cigarette contains no tobacco. The need that the product addresses, is that it aims to offer users an enjoyable, convenient and relaxed way of smoking. The iClear 30 also aims to reduce sicknesses or diseases (such as lung cancer and respiratory problems) caused by regular cigarettes. This device is designed for people who wish to quit smoking as well as for those who are always open to new, fun filled experiences. Electronic cigarettes is a foundation of quitting smoking, a number of smokers find it absolutely difficult to stop the habit of regularly smoking but it is proven that if you familiarise yourself with this device, you will find it easier to stop smoking. The iClear 30 is not only purchased to reduce smoking, but many consumers are also inquisitive and choose to smoke it as a recreational activity, similar to hookah. This does not imply that the person smokes cigarettes (with tobacco). As the product is new to the market therefore it aims to be highly profitable. Innokin iClear 30 electronic-cigarettes use the following pricing strategies: 1. Product line pricing à ¢Ã¢â€š ¬Ã¢â‚¬Å" this is basically pricing various products within the same product range at diffe rent price points. This means the more features that e-cigarette has, the higher the price. 2. Premium pricing à ¢Ã¢â€š ¬Ã¢â‚¬Å" the exclusiveness of the iClear e-cigarette reflects the high price set. The more unique the product is the higher the price. Question 2 Market segmentation refers to the division of segments into smaller, manageable parts with similar characteristics, needs and behaviours in order to reach a common ground with the target market. Marketers usually use three ways in which to segment their market. This is known as the three Broad Market Segmentation approach. It consists of: 1. Concentrated targeting: This market offers a specific segment which can result in greater knowledge in manufacturing and marketing processes. Any business using concentrated targeting is likely to be successful because it only focuses on one segment and it would therefore be more manageable, but it could act as a threat due to the risk involved in the product failing o r consumers who do not accept the product. This could lead to a dramatic decrease in sales. 2. Differentiated targeting: Businesses that are using this target strategies, targets two or more market segments using two or more different marketing strategies. It involves high costs when businesses are trying to improve manufacturing processes and increasing production. This will cause various other costs to increase. 3. Undifferentiated targeting: This targeting strategy is chosen when businesses avoid differences in the market. Businesses offer one specific marketing offering by focusing on the similarities found in the market segment, as opposed to focusing on the differences. The disadvantage of this target approach is that standardized products can cause economies of scale to be achieved. The broad market segmentation approach our product, Innokin iClear 30 e-cigarette uses is concentrated targeting by focusing on one specific target market and that includes everyone between the ages of 16- 55+ years old. This target market has commonalities, in that it caters for smokers who would like to quit the habit as well as for people who appreciate the uniqueness of the product, as well as the benefits and satisfaction this product offers. It is evident that Innokin achieves greater satisfaction by marketing their product at one specific segment. Various aspects can be taken into consideration when choosing to segment the market. The four dimensions for market segmentation are: 1. Geographic Segmentation The iClear 30 e-cigarette is a well-known product all around the world. It can be used in any country, nation, state, region, city or neighbourhood without people from different places wondering or asking what the is. They might enquire about the nearest place to get one but not about what the actual product is. 2. Demographic Segmentation Age: Users of the e-cigarette comes in different age groups ranging from 16-25, 26-35, 36-45, 46-55 and the 55+ category. The consumers ranging from age 16 to 25 are more likely to go after the different flavours that are on offer for as it is similar to the hookah pipe they tend to be smoking. The age groups from 26 up are more likely to stick to the tobacco or mint flavoured liquid refill as the cigarette satisfaction is what theyà ¢Ã¢â€š ¬Ã¢â€ž ¢re after and you wonà ¢Ã¢â€š ¬Ã¢â€ž ¢t always get that from the other flavours because they taste like sweets and fruit. Gender: The e-cigarette is vaporized by both male and female. It does not create a stigma that ità ¢Ã¢â€š ¬Ã¢â€ž ¢s a male only or female only product. The e-cigarette is completely unisex. Family: E-cigarettes are family friendly as it does not produce harmful smoke but rather vapour. Education: The fact that cigarettes are so harmful to the human body due to the tar and burning of tobacco, we are taught that we shouldnà ¢Ã¢â€š ¬Ã¢â€ž ¢t smoke. With all that said and done, even from a young age, most of us still experiment and eventually end up with smoking as a habit. The e-cigarette was invented to be the non-harmful alternative to smoking as all you inhale and exhale is vapour -which after several tests- has not been found to be harmful to our bodies. Income: People from all different incomes may use the electronic cigarette as the different brands of the device comes in a variety of prices ranging from R200 right up to R1000. Even though the different brands have different prices, they are all the same product and can all use the same liquid refills. 3. Psychographic Segmentation Lifestyle and Social Class: The e-cigarette was invented to create an idea that people who own the device is of a higher social class as those who do not own one. Many smokers are switching from cigarettes to e-cigarettes to improve their lifestyles. 4. Behavioral Segmentation User status: Many people of high statuses are switching from cigarettes to the TWISP electronic cigarettes as t his is the most expensive brand. The TWISP is of a higher quality than the other brands and also has five generations of the e-cigarettes. Usage Rate: Smokers who smoke a packet a day are likely to smoke a 200ml liquid refill in 3 to 4 days. These people are likely to be classified as rich as rich as a 200ml bottle of liquid refill costs R200. Benefits sought: People switch from normal cigarettes to the e-cigarettes to get rid of the horrible smell that comes from smoking. Since its vapour coming from the e-cig, you do not get any lingering smells. The other benefit people look for from the e-cigarette is to eventually quit smoking. This is why there is a homeopathic range of liquid refills. The homeopathic range does not contain any nicotine so it helps users to slowly quit smoking. Attitude: The attitude of the consumer toward smoking the e-cigarette is what will eventually help them to quit smoking. If they continue to smoke an entire bottle of liquid refill per day, the y will never quit smoking unless they switch to the homeopathic range. Question 3 Production- Consumption gaps refer to the place where the goods are manufactured is not necessarily the place in which the goods are consumed. The gaps that affect our product, Innokin iClear e-cigarette are: Space gap: There is a factory in one specific area but the users of these e-cigarettes are located in different areas. This leaves a geographical barrier between the manufacturer and the consumer. Information gap: First time, uninformed buyers might not have sufficient knowledge on this electronic cigarette. A cigarette smoker, who is reluctant on quitting, might decide not to buy an electronic cigarette because they are not very familiar with this product and the easier alternative would be to purchase cigarettes because ità ¢Ã¢â€š ¬Ã¢â€ž ¢s cheaper and easily accessible. An electronic cigarette also requires lots of effort and discipline when trying to kick the habit of tobacco, som e people simply donà ¢Ã¢â€š ¬Ã¢â€ž ¢t have the time or patience and therefore return to smoking cigarettes. Value gap: The manufacturer and the consumer of the iClear e-cigarette must agree on the price of the e-cigarette. If consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s perception of the product is too expensive, consumers will purchase a cheaper alternative or a cheaper brand of e-cigarettes. All these Production-Consumption gaps can seriously hamper sales for Innokin and this could lead to a drastic decline in production and market share for this company. There are ways in which these gaps can be closed by identifying the Marketing mix that Innokin uses for the iClear e-cigarette. The marketing mix entails the product, price, place and promotion. Product: iClear e-cigarette It is of a great quality. This product is not hazardous and does not produce secondary smoking because it is simply heated nicotine vapour. This e-cigarette can be reused. There are a variety of flavors to choo se from and these appeals to users. This will help close the value gap and increase sales. People will add greater value to the product because of all the advantages this product serves. Instruction manuals are distributed when this e-cigarette is bought by consumers. This closes the information gap because more people will become informed as to how the product works as well as the benefits thereof. This will cause sales to increase due to word of mouth. The internet also closes the information gap because if people want to find out more about the product, they can simply research it or they can log onto the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s website. Price: This refers to the price at which the e-cigarette is sold for, taking into consideration all input costs. The iClear e-cigarette retails at a price of R200- R1000. The price range is dependent in the type of e-cigarette consumers wish to purchase. Innokin has a competitive advantage because its competitors, Blu and other Chi nese imitations usaully charge more for e-cigarettes which are of a lower standard and quality than Innokin. This closes the value gap because consumers will agree that this is an acceptable price range that is charged for the iClear e-cigarette because of its outstanding quality that the consumer will derive from purchasing this product. Place: This refers to where the product can be purchased. The Innokin, iClear e-cigarette can be found in most shopping centers and in malls. A wide variety of electronic cigarettes can also be found in high-tech, gadget shops as well as tobacco shops. iClear e-cigarettes can also be purchased online through OLX or Gumtree. This closes the space gap because this product is easily accessible and it can be found in most malls. Promotion: This normally refers to freebies consumers get when purchasing a specific product. With every iClear e-cigarette purchased, consumers get a free liquid nicotine refill. This will increase sales because mo re people will start buying products and they will save money by having to purchase additional refills. This is also closes the value gap. Question 4 Due to the uniqueness of the product there is more than one type of positioning method used; one based on benefit positioning and another on competitor positioning. Competitor positioning would point to the fact that the company can claim that the Innokin iClear 30 E-Cig is not only healthier but can be used as an alternatively cheaper and more helpful way of quitting or reducing ones intake of cigarettes. Since there is no tar sometimes less tar depending on the syrup one buys for the Innokin iClear it affects ones health on a lower scale than that of cigarettes. A packet of cigarettes on average cost between R22-R35 a packet, a bottle of syrup cost about R50 albeit the fact that it takes longer to smoke a bottle of syrup than a actual packet of cigarettes. The syrup that is smoked also comes in not only a variety of flavours but as well as strength of the syrup once it reaches ones lungs, to help curb or completely remove the need for a cigarette. Benefit positioning would speak to the convenience of the actual product no lighters are needed to smoke, wind as a problem becomes reduce to zero percent(considering the wind can blow out a cigarette or make it difficult to light) and it can be smoked by a touch of a button meaning no pre-mature killing. I suggest the company take up a user positioning strategy to capture a market share mostly ruled by cigarette companies. This would be best achieved by personalisation of the product to a particular shape, style, colour preference or engraving of a userà ¢Ã¢â€š ¬Ã¢â€ž ¢s name on the Innokin iClear 30 E-Cig. This allows the buyer of the product to have a sense of ownership and uniqueness about the product. This in combination with the other strategies would not only raise the profile of the company but position the Innokin iClear 30 E-Cig as a clear ri val to any brand of cigarettes out on the market. In conclusion, based on the above mentioned information, Innokin iClear 30, it is evident that the marketing strategies used, are working well with the product and it is inline with the objectives the product hopes to achieve. Success can be measured by the success achieved by Innokin and the turnover the company received since its inception. Don’t waste time! Our writers will create an original "INNOKIN iClear E-CIGARETTE Case Study" essay for you Create order

The Impact of the New England Puritans and the Chesapeake...

Many times throughout history, a specific individual or a group comes along and shapes a society. Religious groups often arrive and settle on a new piece of land, and happen to shape that society, around their beliefs and religion. The New England Puritans and the Chesapeake Catholics are prime examples to show how religion shaped the development of a colonial society. In 1624, the early 17th century, the religious group called the Puritans, settled for the first time in the New England territory. Once there, they chose to inhabit the Massachusetts area. The Puritans were a varied group of religious reformers who emerged within the Church of England during the middle of the sixteenth century, but didn’t come to the United States†¦show more content†¦The Puritans believed that America was the promise land given to them by God and no one could take it away. They also believed that every person is born sinful, concept of predestination, Jesus died for the chosen onl y, Gods grace is freely given, and perseverance of the saints. The Puritans’ main reason for starting a society was for religious freedom. There religious love shaped the society in more than on way. They used a lot of money that had to make churches, and church-related programs, the surrounding communities would sometimes practice the Puritan religion, and the church and the state were originally inseparable. There whole entire civilization was church centered. Their religion was also family based and they showed extreme piety. Religion was the core thing that shaped societies everywhere especially in the United States, because people were generally traveling there for free land and religious freedom. The people who settled in the Chesapeake region were typically Catholic. For the most part they settled in Virginia, North Carolina, Maryland, and New Jersey, on the Eastern edge of each colony. They didn’t believe in a church centered government. Catholics b elieve in the Ten Commandments, one God, Jesus Christ, the Virgin Mary, Prophets, honoring the Sabbath, and the Holy Scriptures. The church that was already in EnglandShow MoreRelatedDifferences in Development between the Chesapeake Regions and New England 1555 Words   |  7 PagesDifferences in Development between the Chesapeake Regions and New England The seventeenth and early eighteenth century, brought thousands of immigrants to America in pursuit of freedom and a new life. Some desired freedom from religious persecution, others wanted a chance to be free from the poverty that ensnared them in England Thus the American colonies were formed. Although the colonies were all united under British rule, they eventually separated into various regions including the Chesapeake regionRead MoreFoundation of Spanish, English, French Dutch Colonies in North America2410 Words   |  10 PagesProtestantism) * Desire to expand trade with East and get rich * Circumvent Ottomans by going around Africa (Henry the Navigator); or going west (Columbus) * New nation-states/monarchies needed $ (gold/silver) to build their countries (had to pay armies and bureaucrats) #6: What initial impact did Europeans have on the Americas? * Enslaved Indians (encomienda system) * Later replaced with black Africans * Cultural misunderstandings developed Read MoreApush Timeline 1607-17754368 Words   |  18 Pages1. (1607) Jamestown was formed: This event was significant because it was the beginning of the English colonies in the New World. Jamestown the first permanent English settlement in the Americas. The colonization was funded the by Virginia Company. After this colony was formed, more people started to come over from England. Without these colonists the Virginia colony would be much different. It also helped them learn about what kind of people they needed to send over. At first they sent over gentlemenRead MoreReading Key3881 Words   |  16 PagesCHAPTER 1: THREE OLD WORLDS CREATE A NEW, 1492-1600 GUIDED READING QUESTIONS 57 terms Introduction Know: Old World, New World Are the terms old world and new world biased? Old World : Europeans fleeing poverty religious persecution. New World: North America 1. What conditions existed in what is today the United States that made it fertile ground for a great nation? Abundant natural resources Prior inhabitance cultivation of the land by the Native Americans The ShapingRead MoreAmerican Spirit Volume I3787 Words   |  16 PagesThe ^American Spirit United States History as Seen by Contemporaries Ninth Edition Volume I: To 1877 Houghton Mifflin Company Boston New YorkContents 1 2 Preface xxi New World Beginnings, 33,000 B.C.-A.D.1769 1 A. The Native Americans 1 1. Visualizing the New World (1505, 1509) 1 2. Juan Gines de Sepulveda Belittles the Indians (1547) 3 3. Bartoleme de Las Casas Defends the Indians (1552) 4 B. The Spanish in America 6 1. Hernan Cortes Conquers Mexico (1519-1526) 6 2. Aztec Chroniclers Describe the

Pardoner’s Tale Free Essays

Dec 1st, 2011 Death. It has many shapes and sizes in books and stories. In Chaucer’s book â€Å"The Pardoners Tale,† it takes the shape of an old man. We will write a custom essay sample on Pardoner’s Tale or any similar topic only for you Order Now He is very old and weary and seems like a completely innocent character. But, in this tale, he is the cause of three deaths. He is the very embodiment of death itself. The first clue to the old man’s identity occurs when he provided the rioters with the directions to find Death. â€Å"†Well sirs,† he said, â€Å"if it be your design To find out death, turn up this crooked way Towards that grove, I left him there today Under a tree, and there you’ll find him waiting†Ã¢â‚¬  182-185 In this quote the old man knows he is telling the rioters where the gold is. He knows it will turn the rioters against themselves. Once they saw he gold they started plotting to kill each other to take the gold for themselves. Another clue hinting to you that he is no ordinary old man happens to be when he is talking to the rioters. â€Å"† Not even death, alas, will take my life; So, like a wrenched prisoner at strife Within himself, I walk alone and wait About the earth, which is My mother’s gate Knock-Knocking with my staff from night to noon And crying, â€Å"â€Å"Mother, open to me soon! †Ã¢â‚¬  142-152 In this segment from the story he is saying that he can’t die. But, it also shows that he wants to die. In line 152 he says â€Å"Mother, open to me soon! † -152, meaning that he wants to be die and be buried in the earth. Calling the earth his mother. The final easy-to-see hint is how he changes subject when talking to the rioters. You can clearly see in lines 147-152 that he wants to die. But, when the rioters accuse him of being death or being a spy for death and act like they will kill him he suddenly changes his aim. â€Å"See how I wither, Flesh and blood and skin! / Alas! When will these bones be laid to rest? † 154-155. Here is an example of him clearly showing that he is ready for death. â€Å"Say where he is or you shall pay for it! † -178 Once the old man hears this he tells the three rioters where death supposable is. But, he knows that he is sending them to the gold where greed will overtake them and they will kill themselves over it. How to cite Pardoner’s Tale, Papers

Oceans Essay Example For Students

Oceans Essay The ocean covers Seventy-one percent of our planets surface. Life isconcentrated, however, in about four percent of it, and it is this four percentthat is being polluted by the tons every day. Everyone needs to understand thatthe oceans are not endless, and not bottomless. They also much see that theocean contains much marine life which are essential to our eco-system. And inorder to preserve this other world of life, we must stop polluting the oceans,and begin to clean them up. Although using the ocean for a toxic waste dump mayprovide for a cheap alternative, we must not succumb to these barbaric urges. If we neglect to deal with these ideals, than the world as we know it may not beas great a world for our children as it was for us. First, we need to understand that the oceans are not the vast resourcesthat we believe them to be, but just vulnerable natural resources. BeforeColumbus day, the ocean were thought to be boundless. Although Columbus provedthis theory incorrect, the thought still remains in todays societies. For weof the 20th century still treat the ocean as the endless, bottomless pit it wasconsidered to be in medieval times.(Heyerdahl) The majority of the worldspopulation still lives under the misconception that the ocean is a hungry abyss,eager to devour all their waste. These beliefs, however, are all untrue. Theaverage depth of the oceans is only a little more than a mile, when in fact,some lakes exceed this depth rather handily. Although the size of the ocean isoften pondered, the thought that it may one day be gone, is never evenconsidered. The vast majority of all life in the ocean, inhabits only 1/25 of thesewaters, but it is these surroundings that are in the most danger. In thebeginning of the world, marine plankton was vital to the evolution of man. Today, it is even more important to us, being that it provides us with a greatpercentage of oxygen we receive. These minute plant species manufactured somuch oxygen that it rose above the surface to help form the atmosphere we havetoday.(Heyerdahl) With the disappearance of the plankton through increasedpollution, the obvious result will be a total deprivation of our oxygen supply,in turn limiting all people to certain limits. And with urban expansion leadingto deforestation, our dependence upon marine life becomes heightened. Theimportance of marine plankton cannot be emphasized enough, yet most people failto recognize it as the vital life supply it is. Further, since the turn of the century, humans have continually pollutedthe waters of the ocean. The trend has not lessened; but has increased as timehas passed. Most of our new chemical products are not only toxic: they are infact created to sterile and kill. And they keep on displaying these sameinherent abilities wherever they end up.(Heyerdahl) Although pollution reformsare in place, the clean-up efforts cannot keep up with the constant pollution. These wastes are not degradable; they remain in the ocean causing more deathuntil they wash up on a distant shore. Through sewers and seepage they allhead for the ocean, where they remain to accumulate as undesired nuts and boltsin between the cogwheels of a so far smoothly running machine.(Heyerdahl) Everyday, over 40,000 tons of garbage from the major cities of America alone aretaken on a one-way excursion. Where to? The ocean, to sit like the manygenerations of waste before them. This constant abuse to our natural resourceswill not b e endured for long; for even the ocean has limits. .uc5d0be5f2f31dbe12d25eebe5b5bb633 , .uc5d0be5f2f31dbe12d25eebe5b5bb633 .postImageUrl , .uc5d0be5f2f31dbe12d25eebe5b5bb633 .centered-text-area { min-height: 80px; position: relative; } .uc5d0be5f2f31dbe12d25eebe5b5bb633 , .uc5d0be5f2f31dbe12d25eebe5b5bb633:hover , .uc5d0be5f2f31dbe12d25eebe5b5bb633:visited , .uc5d0be5f2f31dbe12d25eebe5b5bb633:active { border:0!important; } .uc5d0be5f2f31dbe12d25eebe5b5bb633 .clearfix:after { content: ""; display: table; clear: both; } .uc5d0be5f2f31dbe12d25eebe5b5bb633 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uc5d0be5f2f31dbe12d25eebe5b5bb633:active , .uc5d0be5f2f31dbe12d25eebe5b5bb633:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uc5d0be5f2f31dbe12d25eebe5b5bb633 .centered-text-area { width: 100%; position: relative ; } .uc5d0be5f2f31dbe12d25eebe5b5bb633 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uc5d0be5f2f31dbe12d25eebe5b5bb633 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uc5d0be5f2f31dbe12d25eebe5b5bb633 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uc5d0be5f2f31dbe12d25eebe5b5bb633:hover .ctaButton { background-color: #34495E!important; } .uc5d0be5f2f31dbe12d25eebe5b5bb633 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uc5d0be5f2f31dbe12d25eebe5b5bb633 .uc5d0be5f2f31dbe12d25eebe5b5bb633-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uc5d0be5f2f31dbe12d25eebe5b5bb633:after { content: ""; display: block; clear: both; } READ: Romeo And Juliet (820 words) EssayIn order to survive longer as a species on this planet, we must stoppolluting the oceans, save the fragile marine eco-system, and understand thateven the ocean has limitations, and that they are being pushed too far. Canman survive with a dead ocean?(Heyerdahl) The answer is clear and obvious: no. We cannot conceivably survive without the immeasurable subsistence the oceanprovides us. Currently, we are on the path to self-destruction. We need get offthis often traveled beaten path, and blaze a new one for ourselves. These ideashave been around since the beginning; now its time to adhere to them.