The Priority for Glenmeadie's Innovation Efforts - Essay Example

Only on StudentShare

Extract of sample
The Priority for Glenmeadie's Innovation Efforts

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. ...Show more


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)…
Author : botsfordarchiba
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"The Priority for Glenmeadie's Innovation Efforts"
with a personal 20% discount.
Grab the best paper

Related Essays

Innovation and strategy
It makes tremendous changes in today’s business contexts. One critical aspect of technology advancement and its impact on business is that technology by itself has no single objective value, but the economic value of the technology depends on how effectively it is commercialized in some ways possible.
10 pages (2500 words) Essay
Efforts to revive membership in British Trade Unions
Countries with well instituted and properly managed trade unions enjoy unique employer-employee relation thus declaring an ample environment for business operations. Highly performing trade unions usually consider protecting employee rights as the basic driving force towards prosperity.
7 pages (1750 words) Essay
Apple innovation and strategy
This paper explained the theoretical aspects of innovation strategy and described the strategic steps of Apple Inc. This paper has highlighted that Apple has been very successful in innovation and this has helped the company achieve sustainable competitive advantage through innovative product design, product differentiation and very effective own-store retailing strategy.
12 pages (3000 words) Essay
Innovation and Leadership.
Innovation is inevitable in the corporate world today (Howells 2005, p.1-7; Senior & Fleming 2006, p.1-12). The dynamic and uncertain environment that it operates in has challenged it to adopt innovation as a necessity. The question every corporate is left to answer is; what is it that we need to implement innovative strategies in our organization?
16 pages (4000 words) Essay
Marketing: Innovation Project
Innovation provides the wheels that drive change. It is the foundation upon which ideas and better ways of doing operations are based. In any case, it has been constantly proven that businesses that are always in the forefront in terms of innovation and invention will certainly lead the market with ease.
3 pages (750 words) Essay
Creativity and Innovation
Issues to consider when creating innovation………………………………………3 -People -Environment -Customers -market availability 4. How the above issues could generate value to the company……………………..5 5. Conclusion……………………………………………………………………….
6 pages (1500 words) Essay
Product Innovation
319-331). An organization requires more than supplying good products for it to succeed. For instance, an industry require innovative management and processes that can assist it in improving productivity and cutting down operating costs. The work by Mats, Paolo and Jennie “Ideation capabilities for continuous innovation” explores and discusses ideation capabilities in large organizations.
7 pages (1750 words) Essay
Comment to Peer Response DQ1DA and DQ2 KD
The industry that I choose to discuss is Kellogg, a world high-fiber cereal manufacturer. The reason for choosing this company is because of the kind of services, and
1 pages (250 words) Essay
Marketing case analysis
The decision will be made based on the profitability that each provides to the lodge. The other marketing problem that exists is the decision as to whether the frontier strategy that initially existed should be carried forward to the following year. The decision
2 pages (500 words) Essay
Master of Science in Integrated Marketing - Statement of Purpose
As an individual who developed love for marketing at an early age, I view the profession as both a passion and career. I know that I would practice marketing even if
3 pages (750 words) Personal Statement
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email