Daniel Hess – författare

Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: A plus; 0,7, Budapest Business School (Marketing Departement), course: Marketing Research, language: English, abstract: Our challenge was to introduce a coffee brand into the Hungarian Market called "e;allcontinents . This coffee is for a young target group who like experience connected with aHungarian image. During our research the following question: Will this launch succeedin the market that we have chosen?Therefore, we focused on the existing Hungarian coffee market; it`s consumers, drinkinghabits and competitors. To study this we used secondary research, a focus groupinterview and prepared a questionnaire. Firstly, we focused on the consumers. Coffee is a popular product and very frequentlyconsumed in Hungary. The overall consumption of coffee is increasing as well,especially young people tend to buy more coffee. Furthermore, the consumption of thisgroup is still growing. Secondly, we looked at the drinking habits. Our target group especially liked mixturesand there is willingness in their attitude towards trying new things. Also, they use coffeenot only for the functional reason to wake up, but also for social reasons and having fun. Thirdly, we have looked at our competitors. Nescafe represents the spirit of youth byoffering specialties. Segafredo is well known for its dynamism and strength. Tchibo isthe brand that is lively and well known worldwide. Jacobs stands for the harmony of withvariety of flavors. Douwe Egberts has a static image. Omnia is the virtue but is also lessdynamic. Julius Meinl represents just quality but in a static way. Now we will try to give advise for the launch. There are good reasons, why theintroduction of all continents could be successful. As we just explained, that young people are an important, increasing target group and thedrinking habits are on the way to change, or are already changing. People want to try newthings and drink coffee for a variety of reasons. Furthermore, we see a lack in thepositioning image of the existing competitors. Nescafe is for young, experiential people,but it is not Hungarian. Brands with a Hungarian image are Douwe Egberts and Omnia. But their images have gone out of fashion and our target group did not like them. Inconclusion, there is no brand, which has the image of a Hungarian brand for young,experiential people. In addition to our research we recommend to consider the analyze of the three remainingP s: price, place and promotion.

Seminar paper from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: A plus; 0,7, Budapest Business School (Department of Marketing), course: International Marketing, language: English, abstract: Concerning the task to launch Taco Bell in Hungary, we found good reasonsto introduce it in Hungary. The research showed, that the Hungarian fast-foodmarket is with a market size of 33.6 billion HUF big enough; for example,Hungarian families go out once a month in average. Furthermore, Hungarianshave already an image in their minds of Mexico and Mexican food, like spicy foodin general and Mexican food particularly. Additionally, we have the infrastructureof our brand -family YUM already in Hungary. This is a tremendous advantage,because we can use the experience and the network in the Hungarian market. On the one hand, we want to maintain the global character of the brand. Buton the other hand we want to emphasize, that we recommend some changes toadapt Taco Bell to the Hungarian conditions and the market. We will position Taco Bell in the Hungarian fast-food segment, but we doknow that eating out of home is something really special for them; they are notonly concerned with time and money saving, but also they are looking for a goodsensation and experience. This is interesting, because in many WesternEuropean countries it is exactly the opposite. Our target group consists of students, business people and families, whotake part in the new middle class. Their income is increasing and they are worldopen,so they want to try out new things, for examples from Latin America. We try to fulfill this Mexican image. But to adjust on the conditions, we wantto offer beer and paprika-based sauce as an additional option, design the storelike the Hungarian image of Mexico and use home-delivery-service and one24h-restaurant. The promotional-mix emphasis sales promotions in dating -partys, becausewe can catch trails and try to find channels like the Pestiest to reach our targetgroup. Furthermore, we want to stress the image of being new, world-open andMexican. Concerning the price we want to orientate on the competitor-conditions andundercut it, because the Hungarians are very price-sensitive. Finally, the product will be profitable, because with eight stores and 5%market share we can reach the average sales for a Taco-Bell-store. Furthermore,the about necessary 500 customers per day are reachable.