Assignment
Read the text associated with these two specific products, and then answer the questions which follow.
(a) Pizza
Improved technology and changing demographics are helping Domino's Pizza capture an increasing share of the UK's £1bn pizza delivery market. They currently control one-fifth of the market, but expect to double this by 2010. People watching The Simpsons on interactive television can order a Domino's pizza during advertising breaks, simply by pushing the red button on their remote control. At present, around 3% of Domino's pizzas are ordered this way but the firm is optimistic that online ordering has great potential. Research suggests that it is the increasingly large numbers of single and childless couples in the UK who are most likely to order online. A piping hot pizza can be delivered to the door in less time than it takes to cook a meal - a valuable asset for time-conscious people.
(b) Bistro
Smaller families and changing lifestyles mean that British families are less likely to sit down to the traditional ‘meat and two Vega' every evening. Instead, they tend to dine separately on something quicker and more convenient. But if you think this spells the end of Bistro, the gravy product invented nearly 100 years ago, think again. Bistro commands over 60% of the still-growing £91m UK gravy market, with Oxon (nearest branded rival) taking a mere 7%. Success is down to clever marketing and development of new products to keep ahead of the main rivals - supermarkets' own brands. Bistro's products have different ‘demographics', ranging from those who like to cook a meal from scratch and prefer the powder, to pour-on sauces for cooks in a hurry. The family is now at the heart of Bistro's advertising, with busy mothers defined as the target market. Fortunately for Bistro, there has also been a revival of interest in traditional British cooking; cottage pie and sausages and mash are becoming fashionable once more.
Questions
1 What are the changing lifestyles attitudes involved in the discussion of these two products?
2 Can you identify other products which might also benefit from these lifestyle changes? Be specific and suggest ways in which these products can put marketing ideas into practice.
3 Can you identify other products which might be threatened by these lifestyle changes? Be specific and suggest any ‘defensive' strategies they might adopt to prevent a collapse in future demand.
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.