Premium Essay


In: Business and Management

Submitted By farondab
Words 497
Pages 2
* Overview * Health Riskers * Indulgent Risk Takers * Restaurant Regulars * Nutrition Curious * Passive Dieters * Health Focused | |

"ARAMARK's research on Nutritional DiningStyles is using innovative scientific methodology to provide valuable new evidence about individual and environmental factors that influence food choices and eating behaviors in real world settings. This research provides ARAMARK with critical data to better meet the needs of customers and consumers. In addition, their findings will provide nutrition and public health researchers with new insight into how to promote food choices that contribute to healthier diets."
Leann Birch, Ph.D.
Distinguished Professor of Human Development and Family Studies
College of Health and Human Development
The Pennsylvania State University
ARAMARK regularly studies consumer eating patterns and preferences to identify ways to better serve them. Nutritional DiningStyles™ is ARAMARK's proprietary research on the eating habits of American adults.

14% of American adults most closely fit this profile.

Indulgent Risk Takers Profile:
There is one word to describe how you eat: BIG. When you eat out, you value price and convenience versus whether or not it's good for you. Your value-driven, mega-sized portions equal a lot of additional calories, fat, and added sugars that may push out healthier nutrient-dense foods in your diet, such as fruits and vegetables, whole grains, and low-fat dairy products. Choosing value over healthfulness may backfire on your wallet in the long run. You may be on the lean side now, but your eating habits may catch up to you in a few years, making it hard for you not to gain weight. Your food habits now also may increase your risk for diseases, like heart disease and certain cancers. The healthcare costs associated with medical issues far…...

Similar Documents

Premium Essay

How Spy Do Marketing in Ailand

...ไม่ว่าจะเป็นกิจกรรม Relax Cruising ในช่วงเดือนตุลาคม ที่เอวาซอน หัวหิน , Active Cruising ในเดือนธันวาคม ที่หมู่เกาะทะเลตรัง และ Party Cruising ในช่วงเดือนมกราคม ที่ปาย แม่ฮ่องสอน โดยกิจกรรมนี้ ครุยเซอร์ ต้องการเข้าถึงกลุ่มเป้าหมายคนรุ่นใหม่ ที่เป็นตัวของตัวเอง และรักการหาความสุขหลากหลายรูปแบบ ซึ่งตรงกับบุคลิกของสินค้า และเพื่อเป็นการสร้างความสัมพันธ์ที่ใกล้ชิดกับลูกค้า Smirnoff Vodka, Gin, Rum, tequila RTD Positioning ผู้ชายที่มีอายุตั้งแต่ 20 – 35 ปี ซึ่งมี City Living Lifestyle และชอบที่จะมองหาทางเลือกใหม่ๆที่เหมาะกับตัวเองมากที่สุด Strategy -Experiential marketing - Bond’s Experience ที่ใช้ความมี Class และ Original ของ James Bond โดยไม่ยึดติดกับภาพของ S -Only Settle for the best คือ แคมเปญที่ส่งเสริมให้คนเลือกที่จะทำสิ่งที่ดีที่สุด และเหมาะสมกับตัวเอง ซึ่งแคมเปญนี้ ได้สะท้อนไปยัง ทัศนคติของกลุ่มเป้าหมายของสเมอร์ นอฟ ไอซ์ex Appeal -Trial marketing การแจกสินค้าตัวอย่าง และกิจกรรม ณ จุดขาย ซึ่งส่วนใหญ่จะผ่าน ทางผับและบาร์ ต่างๆทั่วประเทศ Smirnoff strength On Premise market ที่ถือเป็นจุดแข็งของบริษัท ดิอาจิโอ โมเอ็ท เฮนเนสซี่ อยู่แล้วเป็นทุนเดิมและสำหรับเรื่องของการกระจายสินค้าของ Smirnoff นั้น ร้านหลักๆ ที่เป็นร้าน Image ระดับ A-B ทั่วประเทศก็ถือว่า Cover หมดแล้ว Out of market player ES <off> Richmonte<Johnny walker> <off> Cool off ice <off> Classify RTD Market 1.Fashion Drink ข้อดีของการเป็นแฟชั่นดริ้งค์ก็คือทำให้เกิดกระแสนิยมในการบริโภค......

Words: 615 - Pages: 3

Free Essay

Market Positioning for Iceberg Vodka

...MARKET POSITIONING FOR ICEBERG VODKA   EXECUTIVESUMMARY: In this report we seek to help the company, Iceberg find their market positioning for their foray into China, particularly entering the Beijing market. We conducted an assessment of the Beijing vodka market potential, the main competitors, distribution channels, relative price analysis and conducted our own market research by means of a survey. Our research revealed that Chinese consumers are generally brand conscious and have penchant for high end purchasing. We identified four main competitors: Absolut, Stolichnaya, Smirnoff and Finlandia where Absolut holds the lion portion of the market by positioning itself as “the choice” for young, urban professional. With that, we recommend positioning Iceberg as the ‘affordable premium’ and making ‘Iceberg’ the ‘Evian’ in the vodka market by charging the “right” price, to the “ideal” consumer, at the “right” time, the “right” place.   TABLE OF CONTENTS: 1. Introduction : Background and Opportunity 1.1. Alcoholic Drinks in China - A Market Analysis 3 1.2. The Vodka Market in China 3 1.3. Iceberg - Company and Product Overview 4 2. Market Research Methodology 2.1. Overview 5 2.2. Survey 5 3. Analysis 3.1. Main Competitors in the Vodka Market in Beijing 6 3.2. Market Share Analysis 6 3.3. Distribution Channels Analysis 7 3.3.1. Supermarkets 7 3.3.2. Online Delivery 8 3.3.3. Retail Liquor Stores 8 3.3.4. Watering Holes 8 3.4....

Words: 4443 - Pages: 18

Free Essay

Shovel Heads

...will also make the wall standout, so it’s not just a black wall. Now that I have explained what Shovelheads will look like, let’s move on to what Shovelheads has to offer its customers. Shovelheads will offer both domestic and imported beers, as well as malt beverages and a mile long list of mixed drinks. The domestic beers include: Budweiser, Bud Light, Budweiser Select, Miller Genuine Draft, Miller High Life, Miller Lite, Pabst Blue Ribbon, Michelob, Michelob Ultra, Michelob Light, Michelob Amber, Michelob Lager, Coors and Coors Light. The imported beers include: Heineken, Heineken Light, Killians, Amberbock, Yuengling, Rolling Rock, Corona, and Corona Light. The malt beverages include: Smirnoff Ice, Smirnoff Grape, Smirnoff Orange, Smirnoff Watermelon, Smirnoff Black Cherry, and Smirnoff Sour Apple. The mixed drinks include: Absolute Stress, Alabama Slammer, Blue Hawaiian, B-52, Bay Breeze, Beam Me Up, Black Monk, Black Cherry, Black Russian, Bloody Mary, Blow Job, Blue Margarita, Cape Cod, Caribbean Cruise, Chicago Cooler, Dirty Martini, Fuzzy Navel, Fuzzy Leprechaun, Grateful Dead, Hurricane, Hairy Navel, Kamikaze, Long Island Tea, Mai Tai, Margarita, Manhattan, Martini, Naked Lady, Orgasm, Purple Hooter, Red Headed Slut, Rum Runner, Rattle Snake, Sex on the Beach, Shovelhead Tea, Singapore Sling, Sea breeze, Screaming Blue, Salty Dog, Screwdriver, Slippery Nipple, Sloe Gin Fizz, Tequila Sunrise, Whiskey Sour, White Russian and Zombie. There will be no food menu......

Words: 1258 - Pages: 6

Free Essay

Market Research

...participants and touch a wide variety of issues. MOst importantly I feel it allows you access to gain information from a hard to reach sub-population. For this very reason, we conduct them all over the US as to get a broad picture of what consumers want. They let us know what worked last time, what didn’t and most importantly what will work for them now. My business is a very consumer driven business where the adopters and adorers of my brands are really what makes us successful. These focus groups have helped us to launch product like Smirnoff Premium Mixed Drinks, as well as Smirnoff Ice flavors like Strawberry Acai, and our newest innovation Cherry Lime. The focus groups for the Smirnoff brand is typically HIspanic and African American Men and a few women as our target audience as we have discovered through market research is Male and of those backgrounds. I know male, really? It is true in this flavored malt beverage category, Smirnoff skews to hispanic and african american men where as Mike’s skews to Caucasian males as it is viewed as having a “white boy” image. There are other ways of accessing data as well in the area of market research. For example consumer surveys via the internet or over the phone and well as person-to-person interviews. I have seen my company utilize a couple in the past. For example we will sue consumer experience events to take on the spot consumer surveys to capture the demographic at the event. We do this my using a hand help......

Words: 1290 - Pages: 6

Free Essay

Market Plan of Smirnoff Vodka

...about to be presented as a helpful tool for any enterprise that whishes development off its country’s borders. Two major companies, worldwide known for their products in beverage market segment are about to be analyzed as representative examples of their differentiative and cost leadership character. VIN and Spirit, a Swedish firm which was the creator of Absolut Vodka compared with Diageo, Smirnoff’s enterprise. VIN and Spirit Company without the basic knowledge of a global strategy, it managed to obtain one of the leading market beverage segments being also a very representative example of advertising and packaging differentiation (Vin & Spirit Annual report, 2007). The second company, DIAGEO is producing popular products ne of which is Smirnoff Vodka. Because of its well known products worldwide, Diageo does not concentrate on a specific product (DIAGEO Annual Report, 2007).Instead it uses very good organized mechanisms of production, promotion packaging and distribution with lowest cost which offers the advantage of selling cheaper than the competitors, without spoiling product’s quality (Michael Porter, 1980). Information about the mentioned enterprises was taken from their 2008 annual report, before VIN & Spirit sold “Absolut” to Pernoid Ricard Company. Differentiation versus low cost Companies that are sharing the same market haven’t necessary the same targets or assets. Enterprises own different positions in the market depending on their marketing......

Words: 3804 - Pages: 16

Premium Essay


...concept. In the case with Absolut Vodka, its main competitor is Smirnoff that has the maximum market share around the globe. Diageo’s Smirnoff was the leader of the North American vodka market in 2002, holding 18.5 percent of regional sales. Its main rivalry was the premium Absolut brand as mentioned in the case study. Smirnoff was the largest vodka brand in Latin America, where it also held over 24 percent of the regional market as compared to 10.2 percent of the market by Absolut. Being the competition very high and Smirnoff having the maximum market share Absolut should come up with some innovative ideas, as by knowing what makes consumers prefer Smirnoff to Absolut, e.g. Prices of Smirnoff bottle to Absolut are cheaper, the availability of liquor in remote locations i.e. Smirnoff liquor can be available in rural areas as well, not the fact that it would be available in town areas itself as in the case with Absolut. So keeping these viewpoints Absolut should go ahead selling their products location to location to compete Smirnoff and hold a strong position in the market. According to Michael Porter five forces of competitive position model provides a simple perspective for assessing and analyzing the competitive strength and position of the company. The five forces are – New Entrants Suppliers Buyers Substitutes Industry competitors and Extent of Rivalry A. New Entrants --: As analyzed, Smirnoff and Popov are the main competitors of Absolut since they have......

Words: 3750 - Pages: 15

Premium Essay


...sales volume of alcohol reached 182.9 billion liters in 2010, growing between 1 – 2% from the previous five years! There are 3 separate categories in this market: beer, wine and spirits; which Beer is highest accountant of it, 76% of total sales. These statistics illustrate the huge competition firms face within the industry highlighting the importance of a well defined and aggressive marketing strategy. (Hatherly, 2010) Diageo was formed in 1997 via mergers: Guinness and Grand Metropolitan; since then it had efficiency in its operations, it sold off food brands Burger king and Pillsbury after finding a gap in the alcohol industry to fill. Diageo now manages a wide-ranging liquor cabinet with the world’s well popular spirits brands such as Smirnoff, Johnnie Walker, Guinness and many more! Alcohol industry is Alcohol is 69% more affordable in 2007 than in 1980 The prices of alcohol have increased since 1980 by 19% which more than general retail price! Having said that, alcohol is now more affordable than it was 1 09295266 in 1980s due to the increase of the disposable income by 102%, alcohol is 69% more affordable than it was. In 2006, peoples expenditure on alcohol was £42.6bn of which is 5.24% of consumers’ total expenditure; Beer still accounts for the largest of the spending on alcohol (£19.1bn), wine/cider/perry (£14.6bn) and £7.9bn on spirits. (Hatherly, 2010) “Diageo goes to great lengths to understand what its consumers want and how best to engage with them.......

Words: 2766 - Pages: 12

Free Essay


...1. Unternehmensprofil BE THERE SPRUCH * Smirnoff – urspr: Smirnow – Wodkabrennerei, Wodka (russ.: Wässerchen) * 1860 in Moskau von Pjotr Arsenjewitsch Smirnow gegründet * Ende der 30iger Jahre – europaweit exportiert * bekannt geworden durch erstes Vodka Mix getränk Moscow Mule (Ginger Bier,Angostura Bitter,Limettensaft) gemixt hat gravierte Kupferbecher * heute gehört Smirnoff zu Diageo (weltweitführender Anbieter von Premium Spirituosen – Spirituosen- Baileys, JohnnyWalker,Bier-Kilkenny-Guinness) – * gehört zu meist verkauften Wodkas weltweit * seit 2006: meistverkaufte Premium Spirituose weltweit (No. 21)- Weltmarktführer unter Vodkas Marke * größte Wodkaproduzent der Welt * Smirnoff Vodka BE THERE * Qualität, Reinheit, Milde * Logo: Smirnoff Schriftzug, 3 Medaillien zieren Logo: * 1.: Auszeichnung des Gründers als Hoflieferant des russischen Zaren * 2.: doppelköpfige Adlersymbol symbolisiert Wesen d Vodkas: Freiheit, Zuversicht, Stolz, Stärke * 3.: römischen Zahlen 3 & 10 Premiumqualität mit 3-facher Destillation, 10-fache Filtration über Holzkohle Markenwert * ca. $3,6 Milliarden Produktlinie * Spirituosen Vodka (Smirnoff No.21, Smirnoff Black) Cocktails * amoratisierte Vodkas (Smirnoff Vodka Twist) * Alkopop-Mixgetränk (Smirnoff Ice) * ideale Mix-Spirituose, ohne Geruch & Geschmack * Smirnoff steht für Premium Vodka * Flaschen auch in......

Words: 403 - Pages: 2

Premium Essay

1997 Saw the Us$19 Billion Merger of Guinness and Grand Met to Form Diageo, the World’s Largest Drinks Company. Guinness Was the Group’s Top- Selling Beverage After Smirnoff Vodka, and the Group’s Third Most Profitable

...KAZIAN GLOBAL SCHOOL OF BUSINESS MANAGEMENT MARKS: 80 COURSE: GDM Sem-III SUBJECT: Marketing Management N.B: 1} Attempt all questions Name: Chellappan Pillai Radhakrishnan Mangalappallil Reference Number: KM-00312-30891 ____________________________________________________________________________________ Case 1 Marks-16 1997 saw the US$19 billion merger of Guinness and Grand Met to form Diageo, the world’s largest drinks company. Guinness was the group’s top- selling beverage after Smirnoff vodka, and the group’s third most profitable brand, with an estimated global value of US$ 1.2 billion. More than 10 million glasses of the world’s most popular stout were sold every day, predominantly in Guinness’ top markets: respectively, the UK, Ireland, Nigeria, the USA and Cameroon. However, the famous dark stout with the white, creamy head was causing some strategic concerns for Diageo. In 1999, for the first time in the 241-year history of Guinness, sales fell. In early 2002 Diageo CEO Paul Walsh announced to the group’s concerned shareholders that global volume growth of Guinness was down 4 per cent in the last six month of 2001 and, more alarmingly, sales were also down 4 per cent in its home markets, Ireland. How should Diageo address falling sales in the centuries- old brand shrouded in Irish mystique and tradition? The changing face of the Irish beer market The Irish were very fond of beer and even fonder of Guinness. With close to 200 liters per capita drunk each year-......

Words: 4997 - Pages: 20

Free Essay

The Bear

...the plot depends upon the development of character, humor of the type displayed in such works, foolish show; mockery; ridiculous sham; cookery, and finally forcemeat (Google Sites-Farce).” In the story, Smirnoff was being foolish, ridiculous, and using mockery towards Popova. Of course, Smirnoff didn’t know how to act towards women; he is just a “cookery, forcemeat sham ( Farce).” As Smirnoff said mockingly, “ I don’t believe this. It’s been seven months today since my husband has passed on, and I’m in a sad mood… And this doesn’t have to do with your husband. I have a mortgage to pay. Your Husband is dead (Chekhov, Anton 762-763).” He wrote about two people fighting over a mortgage and one was talking about being sad over her husband that died. Farce is about humorous plays, ridiculous behaviors. Also farce is a form of low comedy. “The contrast is focused on the characters actions, and comedy of manners. Comedy of manners means a comedy that the behavior is being made fun of in a particular social group, especially the upper classes ( term).” The events were a bit amusing and at the end it was romantic in a weird way. Also Popova and Smirnoff was in love with Popova because of her actions towards Smirnoff that’s what made Smirnoff like her. Work Cited Chekov, Anton. "Farce." Merriam-Webster. Players Pr, 1 Jan. 1888. Web. 13 Feb. 2015. . Chekhov, Anton. “Broad verbal humor such as puns.” Lit Term. Dr. L.......

Words: 320 - Pages: 2

Free Essay

Can Soju Overcome Vodka in U.S. Market

...(Pearson, 2014). Considering classification beer is most consumed drink in the world after that spirit than wine. According to Wright (2011) the most top 3 consumed drink in the world in year is Jinro soju (676555000 cases), Ruang Kao Thailand (30000000 cases) and Smirnoff vodka (2441400 cases). Soju is said to be known or first distilled around 1300 AD during Mongol invasion in Korea. Soju is one of the most popular drink in Korea it captures 97% of spirit market in Korea (Miller, 2013). Soju is distilled spirit similar like vodka or rice liquor and comes often in flavor such as watermelon, lemon and apple. Soju is very smooth and fresh in taste and is mainly made up of rice with the help of other ingredients such as barley, wheat and sweet potatoes. Soju is a drink which is widely consumed with any meal and it is mainly consumed neat Soju has an average ABV of 18%-20% but sometimes it can reach up to 40%. There are many brands of soju such as Chamisul (Jinro), Chumchurum (Lotte Liquor), Chungpoong (Chungbug Soju), 02Linn and Virgina (Sunyang). Chamisul (Jinro) is one of the most consumed and largest manufacturer soju in fact it was the most consumed drink in year 2013 almost about 65 million cases more than double of Smirnoff which sold 25 million cases. It is mostly sold in the 360 ml packed bottled in Korea. Being the most sold alcohol in the world the problem with it is that is mostly consumed in its own country Korea. Literature Review Introduction to Korean......

Words: 2489 - Pages: 10

Premium Essay

Smirnoff Ice Marketing Planning Process

...Abstract This paper aims to evaluate the marketing planning process for the case of Smirnoff Ice as a top selling Diageo’s brand at the Serbian marketplace. After a brief Company profile description and its business environment, the article proceeds to discuss and evaluate steps for a full analysis of the strategic marketing planning process assessing its importance with all related assumptions. Using the material collected after comprehensive research of the Smirnoff Ice market place and assessing the Smirnoff Ice Marketing Plan, the writer of this article tried to provide answers to the questions like: why is the marketing planning process an important tissue, who makes the strategic marketing decisions, what information are used in the strategic planning process, who sets objectives and marketing mix strategies etc. Finally, the paper offers the conclusions and recommendations by summarizing the article findings, highlighting most important topics discussed. Key words: marketing plan, marketing planning process, Smirnoff Ice, marketing mix : 1. Introduction Planning is an important process which exceeds its basic role as the tool for the business decision making. According to Drucker (1955), planning is concerned with development of strategies based on an organization’s assessment of the marketplace and perceptions of managerial expectations and organizational capability. Marketing planning is an essential management process as it affects every aspect of......

Words: 3698 - Pages: 15

Free Essay


...PEST Analysis (government intervention) Political Smirnoff is manufactured by Diageo which is operating in India, Ireland, Italy, the United Kingdom and the United States. Diageo’s Plainfield facility is located in Plainfield, Indiana, 36 miles southwest of Chicago, and is Diageo North America’s largest bottling facility. The facility’s grand opening was in August 2013, following a more than $120m investment to transform the site, including the installation of new high-speed bottling lines and enhancements to other key areas to grow production capabilities and efficiency The tax policy of Liquor in Indiana is $2.68 per gallon. Charged at $0.47/gallon if under 15%. Trade restrictions in Singapore. Singapore is generally a free port and an open economy. More than 99% of all imports into Singapore enter the country duty-free. Tax policy in Singapore. (All goods including alcohol is subjected to 7% GST unless granted duty-free concession .) political stability Source : Singapore Political stability index (-2.5 weak; 2.5 strong): For that indicator, The World Bank ( provides data for Singapore from 1996 to 2014. The average value for Singapore during that period was 1.14 points with a minumum of 0.83 points in 1998 and a maximum of 1.34 points in 2012. Demerit good ( merit bads ) Generally regarded as demerit good, thus high excise taxes imposed in Singapore. For......

Words: 923 - Pages: 4

Free Essay

The Situation Analysis

...innovative avenues of social media and digital application as we live in a world of digital age and we are users. This allows a platform for brand visibility on massive scale e.g. social influencers (bloggers) who interact with users on brands/products, free advertisements with celebrity endorsement – generating sales. * Innovative Products: Development of creative uniqueness in branding of Absolut (new products) to identify niche groups/clientele by producing neat drinks – mixability (cocktails). Threats & Weaknesses Placing Absolut on a UK spectrum in relation to Smirnoff: Absolut is internationally recognised as a premium brand and known for creative flavours and artistic designs and limited editions. ( * Absolut’s threat is the well-established Smirnoff, which is recognised within the UK as the number one recognised brand. * .Another threat is that competition such as Smirnoff, have more capital to invest and get their product advertised in all media sections. * Lack of innovation to flavours, they need to find flavours that the competition has not yet introduced. * A weakness is that it is aimed at affluent buyers, yet should reach out to all consumers to boost sales * Being expensive means that many consumers on budgets will not purchase this on a regular basis. Market Mix Absolut is an iconic brand and as the market growth increases so does opportunities. The group organisation’s business model is decentralised......

Words: 1266 - Pages: 6

Premium Essay

Russian Standard Vodka: Strategies for Global Branding and Expansion Into the Us Market

...personal connections with small local distributors with no support by advertising or significant promotion. Analysis of the Intended Market ● Market Potential: In 2000, the US was the No.1 premium vodka market, with around 8 million cases in annual sales of premium vodkas. Super-premium vodkas were the fastest growing segment of the competitive vodka category in 2000. ● Analysis of the macro-environment: Advanced infrastructure system/Diversified culture/Comparatively flexible trade regulation/high degree of political and economic stability etc. ● Determination and analysis of attractive segments: Premium Segment: The first three best-seller vodkas in US: Smirnoff, Absolut and Skyy—all of them were in the Premium Segment and the two of them were local brands. Yet the majority of Smirnoff sales came from Smirnoff Red, positioned in the standard price segment. Thus the main competitors in the Premium segment would be Absolute and Skyy. Super-premium segment: The first two bestsellers in this segment were Grey Goose and Belvedere, accounting for 48.7% and 23.9% segment market share respectively. Yet none of them were distilled in Russia, where vodka had almost become the country’s emblem. ● Distinctive competences: 1. Outstanding quality and brand heritage (1) Produced in accordance with the formula for premium vodka established by the Czar’s government panel headed by Mendeleev in 1984. (2) Only “deluxe” grain from Central Russia used. (3) Pure undistilled water......

Words: 1476 - Pages: 6