Dr. Pepper Snapple Group Inc. free essay sample

A young pharmacist, Charles Alderton from Waco, Texas made Dr Pepper in 1885. It was only sold in the pharmacy where Alderton worked. In 1970 in the New York -region health food store owners invented a new apple soda, Snapple. The Unadulterated Food Corporation owned Snapple and later it becomes Snapple Beverage Corp. Within the years companies were growing and ownerships have been changed and Dr Pepper Snapple Group Inc. has formed from different beverage companies. Today Dr Pepper Snapple Group Inc. is one of the most known and largest non-alcoholic beverage producers in the U. S. Dr Pepper Snapple Group Inc. is in both the flavoured carbonated and the non-carbonated soft drink businesses. The most known brands are Dr Pepper, 7UP, Aamp;W and Canada Dry. In 2007 Dr Pepper Snapple had an 18, 8 % share of the U. S. carbonated soft drink market segment. Dr Pepper Snapple was the only big non-alcoholic beverage company without its own energy drink in 2008. Basically Dr Pepper Snapple Group Inc. was struggling with a problem whether it should produce its own energy beverage or not. The main issue was would the launch of a new energy beverage be profitable and a wise investment for the future? Moreover, how can the new energy drink compete with other huge brands? There are several difficulties and elements to evaluate before entering the energy beverage market, such as the market itself, competitors, consumer behaviour and marketing. Analysis The Market The energy beverage market is one of the fastest growing and most innovative segments of the current beverage market. Red Bull, Monster Energy, Rockstar and hundreds of similar positioned brands had estimated sales of 6. billion dollars in 2006. From 2001 till 2006 the annual growth rate of the energy beverage market was 42. 5%. However, analysts are now projecting an average annual growth rate of 10. 5% from 2007 till 2010. This, we conclude, is due to market maturity, increased price and increased competition. In addition, one should also note that consumers in this market only choose up to 1. 4 different brand s, which tells us the market is very loyal to existing brands. If a brand can build and maintain a sufficient customer base, they will benefit from loyal recurring buyers. The difficult part however is getting these loyal customers. Due to the above mentioned conditions, we find it a viable statement to describe the energy beverage market as profitable but tough. The market can be segmented through three main attributes; demographic, geographic and psychographic. As for demographic, the most profitable customers are male between the age of 12 and 34. However, we can’t say anything towards the income level, race and ethnicity of the consumers due to lack of information. We further believe that energy beverages are mostly onsumed in urban and suburban areas. If we in turn look at regions, we can state that the main consumption of energy beverages takes place along the west and east coast of the US. Psychographic segmentation shows us that the main parts of the market, the greatest consumers of energy beverages, are gamers, students and athletes. These groups of people look for an energy boost, to improve mental alertness, as refreshment and for th e taste. Competitors The main competitor in the energy beverage market is Red Bull. The brand was introduced in 1997 and was the pioneer of its time. Red Bull has a high brand awareness due to its massive advertising efforts. For example: Red Bull Stratos  was a  space diving  project involving  Austrian  skydiver  Felix Baumgartner. Baumgartner broke the  sound barrier  on his descent,  thus becoming the first human to do so without any form of engine power. Eight million people viewed the Red Bull Stratos project live and hundreds of millions of people heard about it via every kind of media creating a massive publicity flow towards Red Bull. Currently Red Bull is the market leader, however, due to high prices and the increased competition Red Bull is losing market share and sales. Hansen Natural Corporation (HNC) is another strong competitor. They produce and manufacture a wide variety of non-alcoholic beverages in the U. S. However they are known for their energy drink: Monster, which we see as one of the most promising new energy drink brands. Recently HNC have benefited from distribution agreements. For example: Anheuser-Busch wholesalers distributed the brand to retailers in different territories in the US in 2007. They also distribute to on-premise retailers. This includes bars, nightclubs and restaurants in territories selected by Hansen Natural Cooperation. Furthermore, Monster Energy focuses on a specific age group. They focus on gamers, Extreme Sports enthusiasts and the hip-hip crowd. This enables them a huge market, mostly with the gaming community. The last prominent competitor is Rockstar Inc. Rockstar was introduced in 2001 and is distributed by the Coca-Cola Company. Rockstar, alike Monster, focuses its efforts on the gaming and extreme sports community. As of 2008 Rockstar holds a 14% market share in the US and thus, it must be considered to be a competitor. Customer behaviour The heavy user of energy beverages can be described as male between the ages of 12 and 34. According to statistics, the average American would consume about 4. 32 litre of energy drink a month. The beverages are primarily consumed in the late afternoon and early in the morning. Most frequently, consumption takes place at home, in the car and at work/school. We can also state that convenience stores and supermarkets are the most dominant off-premises retail channel for energy beverages. The major reasons for the use of energy beverages are the need of an energy boost, for improving mental alertness, as refreshment and for taste. As previously stated, customers are loyal towards their brand though we still believe people will be willing to try a new product if it seems interesting and appealing enough. If the potential buyer is then satisfied with the product, through for example interesting brand, product fits their needs, is user-friendly and easy to access, loyal customers can be attained. Marketing Mix The 4Ps Product The product is an energy drink which tastes good and gives a boost and refreshment to its users. The main ingredients which give the boost and taste are caffeine, guarana and taurine. Probably stevia could be used as a sweetener; because it differs from competitors sweeteners. The product should be suitable for men who are 12-34 years old. The package should be convenient, for example a bottle with a screw cap since no other brand has such packaging. Also the size of the package is very important, since the 8. 3-ounze is the most popular but 16-ounze size represents 50 % sales in convenience stores. Place Dr Pepper Snapple Group Inc. bottling and distribution system supplies both off-premise and on- premise retailers, but off-premise retailers are more potential and efficient to the new energy beverage. Off-premise retailers contain massive part of the whole energy beverage sales. Price 2, 00$ per single-serve package is the normal retail price in the energy beverage industry regardless of package size. Promotion In order to launch the new energy beverage, introductory media advertising and promotion expenditures are essential. Even though Dr Pepper Snapple Group can’t afford the same kind of expensive marketing and sport sponsorships as their competitor Red Bull does, but by using efficient channels the new energy drink can still reach potential customers. Recommendation Target Market When Dr Pepper Snapple Group Inc. decides to introduce a new energy beverage on the market we recommend them to focus on male consumers between the age of 12 and 34. These consumers are, according to the statistics, the most profitable. They consume about 4. 32 litres of energy drink a month. The main consumers in this target market would be gamers, students and athletes. Furthermore, we recommend that Dr Pepper Snapple Group Inc. should focus on consumers that consume their energy beverage at home. We believe it is now very difficult to get a stronghold in on-premises as they are very loyal towards Red Bull and Monster energy drinks and therefore advise to focus on off-premises for selling the energy beverage. Product Line and Positioning When it comes down to the product line of Dr Pepper Snapple Group Inc. nergy beverages, we recommend they should firstly offer one flavour of energy beverage. This flavour can come both in a regular and sugar-free version. Furthermore, we recommend they should introduce a single-serve aluminium bottle shape with a resealable screw cap. By introducing this bottle we believe Dr Pepper Snapple Group Inc. can diversify from its competitors as they all have aluminium cans that upon opening can’t be closed. Furthermore, these bottles s hould be offered as a single serve to the consumers and with a 8-ounce content. We recommend that the brand should firstly get a stronghold onto the energy beverage market before offering multipacks and maybe even bigger sized bottles to its consumers. This also includes for introducing different kinds of energy beverages. These can be introduced onto the market when they have a build a strong and loyal brand. The current brands offer its consumers â€Å"Energy† and â€Å"Mental Alertness† as benefits for drinking their energy beverages. As a competitive advantage Dr Pepper Snapple Group Inc. could offer an increased amount of caffeine, herbs and B vitamins per 8-ounce servings. Marketing Advertisements and Promotion In order to launch the new energy beverage, an introductory media advertising and promotion expenditures are essential. Even though Dr Pepper Snapple Group can’t afford the same kind of expensive marketing and sport sponsorships as their competitor Red Bull does but by using efficient channels the new energy drink can reach the potential customers. We recommend the use of social media like Facebook and Twitter. Dr Pepper Snapple Group Inc. has a free way to communicate with their potential consumers via social media. They have the opportunity to start contest and create a loyal group of followers. Furthermore, we recommend Dr Pepper Snapple Group Inc. to sponsor events to gain higher brand recognition. Moreover, the bottle is an interesting way of getting the attention by having contest if they buy the bottle they can win tickets to a certain event which they could sponsor. Pricing When it comes down to pricing we recommend to be in the $2. 00 range. This price is offered by most of its competitors and is a price consumers are willing to pay for an energy beverage. However, we also think there is a possibility to have discounts or: â€Å"buy three bottles get one free† pricing to get the attention of the consumer. We also recommend tosee if an agreement can be made with large retailers such as Walmart to offer value packs at lower prices, this of course when the brand is settled in the market. In the end we believe that if Dr Pepper Snapple Group Inc. follows these recommendations here above they have will have an energy beverage that can compete in the current energy beverage market and be one of the main competitors due to its diversified product- and price offering. References Kerin, R. amp; Peterson R. (2013). Strategic Marketing Problems: Cases and Comments. Pearson. [ 1 ]. Kerin, R. Peterson R. (2013). Strategic Marketing Problems: Cases and Comments. Pearson. [ 2 ]. Kerin, R. Peterson R. (2013). Strategic Marketing Problems: Cases and Comments. Pearson. [ 3 ]. Kerin, R. Peterson R. (2013). Strategic Marketing Problems: Cases and Comments. Pearson. Exhibit 2. [ 4 ]. Kerin, R. Peterson R. (2013). Strategic Marketing Problems: Cases and Comments. Pearson. Exhibit 2.

Gang Life Essay Research Paper Gang Life free essay sample

Gang Life Essay, Research Paper Gang Life In life, adolescents and grownup? s articulation packs for troubles in their life. They feel that they need a group of people to understand and back up them through the unsmooth phase of their life. In the novel, The Foreigners, by S. E. Hinton Ponyboy is a fourteen-year-old male child who is a portion of the pack called the wetbacks. His whole staying household are wetbacks. Gang life can take to decease and problem. In The Outsiders, Ponyboy is in a pack with all of the people he grew up with in the vicinity, including his two brothers, Sodapop and Darry. In a battle against the sociables, the enemy of the wetbacks, Ponyboy and another member of the wetbacks named Johnny were outnumbered five-two. In order to salvage Ponyboy? s life, Johnny killed a member of the sociables named Bob. This proves that gang life can take to decease. We will write a custom essay sample on Gang Life Essay Research Paper Gang Life or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page After Johnny killed Bob, they went to their friend Dally to assist them acquire out of their state of affairs. Dally told them to travel to an old abandoned church on the top of Jay Mountain. Dally told them to remain at that place until he got at that place. On the 5th twenty-four hours Dally got at that place and took them to acquire something to eat. When they got back to the church, the church was on fire. As a crowd gathered around, Ponyboy and Johnny realized that there were kids trapped indoors. They both went in to deliver them. As they made their manner out, a piece of timber caught him across the dorsum and he was burned really severely. Ponyboy didn? t get burned but got knocked out by Dally when he tried to travel back into the fire to salvage Johnny. A twosome of twenty-four hours? s subsequently Johnny vitamin D ied. If Johnny weren? t portion of a pack, he would hold neer killed Bob and he wouldn? Ts have been at the church running off from the constabulary. Equally shortly as Ponyboy got back from the infirmary, a rumble between the wetbacks and the sociables was about to take topographic point. Ponyboy fought despite being hurt and ill. After the wetbacks beat the sociables, Dally and Ponyboy went to the infirmary to state Johnny that they had beaten the sociables. Equally shortly as they told Johnny about the rumble, Johnny died. Dally sprinted out of the room. When Ponyboy got back to his house, the whole pack was waiting for him. A few proceedingss subsequently Dally called and said that he had robbed a food market shop and the bulls were after him. He told them to run into him at the vacant batch. When the pack got at that place, Dally was merely geting. As the bulls pulled out their guns, Dally pulled out a gun that was non loaded as a bluff. The bulls didn? T know that and shot him to decease. If Dally weren? T in a pack, he would hold neer been so affiliated to Johnny. Once Johnny died, that led Dally to his decease because John ny was a like a brother to him. He couldn? t trade with the fact that Johnny had died. When somone is portion of a pack, it increases the hazard of them acquiring hurt, killed, or acquiring in problem. This can besides be proven in mundane life. Thousands of people all over the universe is in some kind of a pack. As a consequence, they fight against each other and people get earnestly hurt or killed. Peoples should neer fall in any sort of pack in their lives for two grounds. They can acquire killed and it will acquire you in problem. the foreigners. s.e. hinton

Impact of World War I on Gender and Social Relations free essay sample

Impact of World War I on Gender and Social Relations in Europe BY elektra0915 How did World War I change gender and social relations In Europe? The consequence of the first world war not only Impact on the soldiers In the military, but also greatly changed the societies of the European countries. As a result, the victor countries from this total war preserved their governmental system and social order, and also become stronger; while the defeated nations suffer a lot from the war especially by the treaties signed after the war. The war has ultimately changed the traditional way of living and also the idea of gender. Mainly because of nationalism, Join the army was considered as a heroic thing to do for men. The governments propagandas are everywhere to make people believe that its proud to Join the army. One of the photography from Britain shows a boy plays soldiers toy sitting on the ground, and a girl asks her daddy about war story from the book. We will write a custom essay sample on Impact of World War I on Gender and Social Relations or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The Influence of the propagandas Is great. Almost everyone Is proud of Join the military. While the men go to war, most works are left to the women at home. Traditionally, women were not allowed to be educated and work In the public. Women were mainly depend their lives on men. However, because of the war, massive weapons, supplies, and foods were required. Thus, women were encouraged to work in the factories and back up for the men in the front line. When women work in the factories, they get paid and they dont have to depend on men to sustain their living. When women become more and more independent, they start asking for their own right. Women start to attend public schools to get educated. The first women college opened in Cambridge College. When women learn knowledge, they start thinking of Enlightenment about equality. They ask for voting right and begin the uffrage movement throughout the Europe. The first voting right for women was finally granted In Finland. Not only gender changed In Europe, but also many revolutions take place In many European countries such as Russian, French and Britain. In France and Britain, the war brings a return to traditional forms self-conception. In Russia, the war led to a complete revolution in political and social relations; the tsar fell because of the difficulties brought on by the war. Germany and Austria-Hungary saw their monarchies come to an end. Because of the war, most countries experienced a hardship economic downturn. In Russia, food shortage, declining in purchasing power, and less availability of goods finally lead to the rebellions. One major change is the abolish of serfdom. In Germany, the country signed an agreement of paying huge amount of money to the victor country. What the government do is to print a lot of money, thus lead to sever inflations in Germany. The war has both bad and good impacts on the societies of European countries. People died In the war and also died because of starvation after the war. The economy was depressed In some countries. However, the progress was also huge In ost countries especially in the women movement.

Dana Manciagli on What it Really Takes to Get a Job

Dana Manciagli on What it Really Takes to Get a Job Some job-seeking books are gentle and indirect. Dana Manciagli, on the other hand, is direct: Her book is titled Cut the Crap, Get a Job! As an experienced executive with 30  years in different industries, including a ten years  as worldwide sales general manager for Microsoft, she’s seen more people hired (and not get hired) than most and knows exactly what goes wrong. She weighed in on cutting the crap and finding the job. Your book has a pretty direct title! What kind of crap do job seekers generally need to cut?â€Å"Crap† comes in two forms: mistakes and excuses. The unknowing job seeker steps in both types of crap and sabotages their job search efforts.How has looking for a job changed over the last few years?First, candidates need to accept that what used to work in past job searches is no longer effective or competitive. Then, they’ll need to be open to learning new job search techniques and begin applying them to the pursuit of their next career role s.So much has changed over the past five years and continues to change!TechnologyHiring companies are using technology to screen applicants; candidates need to know how to use technology to get jobs.Social MediaCompanies are using social media to find candidates, post jobs, and share information. Candidates need to master the correct use of social media to be found, to network, and to apply for jobs. They also need to learn what not to do on social media platforms.CompetitivenessThere are more applicants than ever applying for each job, so candidates need to learn how to get their credentials to the top of the pile and get an interview.InterviewsPhone interviews are on the rise and web-based interviews are emerging. Even face-to-face interviewing techniques have changed.How can job boards better help job seekers?I look at job boards as both a curse and a blessing. The curse: Candidates believe that spraying a large quantity of rà ©sumà ©s on the job boards will land them a job. Th e blessing: Job boards are a great place to learn about positions in the marketplace, what hiring companies are looking for, and more.People who are not sure about what they want to do next should use job boards to â€Å"window shop.† Too many career-changers or job seekers make up what I call â€Å"unicorns† or jobs that really don’t exist. Instead, they need to define a career goal that does exist in today’s market. Sure, â€Å"hidden jobs† are out there, but they would look pretty much like the positions listed on the boards.People who are updating their rà ©sumà ©s and LinkedIn profiles know they should use the keywords that the â€Å"buyer† is looking for. I give my coaching clients homework assignments to spend hours on the job boards and find the keywords on job descriptions for positions they are targeting.How do job seekers sabotage themselves without being aware of it?Unfortunately, job seekers make errors on every step of the jo b search process, from goal setting through negotiating an offer.Here are some of the top mistakes I see most often:Typos, grammatical errors, and misspells on virtually all job search correspondence- rà ©sumà ©s, emails, thank you notes, and more.Arriving late to meetings, appearing disheveled, presenting weak handshakes, and more.Being unprepared. Not researching the company, the division, or the decision-maker on LinkedIn.Not reading the job description in great detail and knowing- and being able to communicate- why you are the best fit for the position.What follow-up should we expect when we submit a rà ©sumà ©? Are recruiters or hiring companies just too buried to get back to you?Expect nothing. Manage your expectations and stop being the â€Å"victim† of reality. Having said that, if I had a magic wand, I would change this one tragedy: the overall treatment of job candidates. It’s horrible.Companies are focused on just one thing: hiring the right person for a specific position. They have limited resources and cannot commit to responding to every candidate. At best, you might receive an auto-rejection notice or auto-thank-you-for-applying email.The ball is in your court! You need to network your way into the â€Å"back door.† Your application is the â€Å"front door† and represents the first 5% of your effort. The next 95% of your time should be spent networking into the company. It makes all the difference!What trends in hiring should job seekers keep an eye on?Aside from the trends I just mentioned, here are more you should keep an eye on going forward:Mobile RecruitingAccording to a 2013 survey by LinkedIn, 72% of job seekers have visited a company’s career site on a mobile device. Companies are now building out their mobile recruiting strategies and implementing new technology. Candidates need to be careful, though! I’ve seen a lot of sloppy emails and poorly prepared applications sent from a candidateâ₠¬â„¢s mobile device! I still recommend using your computer for professional-looking business communications, produced with proper spelling and correct grammar, and that always include a full signature block.Social MediaSocial media will play an even larger role going forward. On the plus side, there will be more opportunities available on sites such as LinkedIn and Facebook. Careful, though, social media can hurt a candidate too, so learn what to do and not to do!For more from Dana, follow her on  Twitter, and LinkedIn.

Sovereign Funds Investment in Qatar and Dubai Term Paper

Sovereign Funds Investment in Qatar and Dubai - Term Paper Example Due to SWFs importance gained in the recent times many researches are being conducted in order to deal with the concerns and problems identified in its current position and in the expected growth that is to occur in future. Sovereign Wealth Funds (SWFs) and Investment: Sovereign funds investment is a government owned and controlled investment fund. Such an investment fund is called Sovereign Wealth fund (SWFs). There is no one accepted definition of SWFs; however these funds are usually funded by fiscal (government) surpluses or foreign exchange reserves. The sources of foreign exchange reserves could be profit and surpluses from exports of commodities and other means like investment in international markets. Government is involved in various revenues generation activities, the revenue obtained can be invested within the country or sometimes it is invested in foreign countries. The investment of these funds is put up in foreign financial assets like stocks and bonds of different inte rnational companies. (Truman, Edwin.M. 2010) Establishment of Sovereign Wealth Funds in Qatar and Dubai: About 60% of the SWFs were formed after 2004 when the oil and gas sector faced a sudden boom and the countries involved in exports of these commodities piled up large reserves of foreign exchange. ... Qatar’s SWF is known as ‘Qatar Investment Authority’, established in 2005; while Dubai’s SWF is called â€Å"Investment Corporation of Dubai†, established in 2006. The total funds of Qatar Investment Authority and Investment Corporation of Dubai are 70 and 82 billion dollars respectively in 2009-2010. (Truman, Edwin.M. 2010) Structure of Sovereign Wealth Funds in Qatar and Dubai: The Persian Gulf countries dominate global SWFs. UAE, Saudi Arabia, Kuwait, and Qatar combined accounts for more than half of the world’s assets. Researches show that regardless of countries have a current account deficit or surplus, SWFs are generally associated with countries involved in exports of oil, gas and natural resources and have piled up large foreign exchanges due to these exports. Qatar and Dubai invest most of its foreign exchange reserves directly in SWFs international assets and therefore do not have large reported foreign exchange reserves. These coun tries buy dollars and invest in SWFs internationally rather letting their exchange rate appreciates. Oil sales being dollar- denominated has made it easier for the gulf countries. This leads to drop in the value of dollar due to excessive dollars in the market which results in preserving the value of SWFs when expressed in local currency terms. In 2008 UAE reported US$ 751 billion in its SWF international assets and only US$ 32 billion as foreign exchange reserve while Qatar showed US$ 70 billion in its SWF international assets and only US$ 10 billion as foreign exchange reserve which showed their positions relatively low on foreign exchange to GDP ratio in comparison with countries which reports large amount of

Women's rights Essay Example | Topics and Well Written Essays - 1250 words

Women's rights - Essay Example I chose the two papers for the high mindedness of the writers and for the subject matters relating to aspects of the empowerment of women and the advancement of women’s causes. An underlying theme or thread in the two works is that women are both intellectually and morally capable to secure an equal place in society with men, not only in matters of economics and such things as the right to property as well as relations with men, but also in important political aspects, such as suffrage. In other words both argue for the securing of the various rights of women, as they pertain to being equal to men in those fundamental huiman rights. The thinking of course is that at the time of their writing the two works reflect imbalances and injustices in the way these rights are recognized along gender rights, with women’s rights not recognized in the same degree as men’s rights, if at all (Fuller; May). This document was written by Margaret Fuller, who was considered a feminist, and bright and intellectual enough to be in the company of the Transcendentalists. In a way she was writing the piece for both the Transcendalists and the general society, in hopes of addressing the systemic discrimination against women in society and the denial of their inherent rights as human beings, in parity with the men (Fuller).. The first major point in the article is with regard to the conditions that women found themselves in, which is basically akin to slavery, in that they are unable to hold property, and are dependent on their husbands for whatever they get even when widowed. This, even as women are abused by vicious men, and made to suffer while the men live off their labors and their love like parasites. Fuller asserts too, that she is a slave in other ways, but this first point sets the stage for the airing of grievances so to speak, and by way of arguing for the recognition of the wider

Fiat 500 Diesel Essay Example | Topics and Well Written Essays - 3000 words

Fiat 500 Diesel - Essay Example According to their press release 2010, the car is special and has been designed using blue-sky technology added on to its features as illustrated in the Table1.In this model, consumers derive performance, status and approval due to its stylish trend, special features in the interior design, spacious boot at the rear which can accommodate bulky loads and a new sophisticated engine that is powerful and can race more kilometers without a stop-over. The car is small, economical in fuel consumption which implies that it is cost saving which places the consumer at a better purchasing power. It is also fun to drive, the car having being made mainly for youth city dwellers that are affluent and who need better fashionable designs. The product has a wide variety of attributes, like for instance, new midnight indigo blue colour; a set of aggressive 16 inch alloys wheels; imitation air intake integrated into the rear hatch opposite one of the most famous logos of Italian fashion; the yellow bra ke clippers for the 1.4 liter version making 100 HP and quite a few satin chrome painted features, including the moldings which evoke the atmosphere of diesel fashion world. The new special model offers a wide variety of additional products, mainly consumers, known as Fiat 500 Accessories that consists of graphics and badges for consumers to choose from. They include a wide variety of badges that are offered in affordable prices, a psychological make-up that could show that this class of consumers is loyal to their country as well as to fiat products. It also offers mats and mudflaps for consumers to ensure the car remains clean, as it is driven by a higher richer city dwellers youth. It also accompanies multiple services amongst which include car care services, safety instructions and other merchandise services to satisfy the consumers. The New Fiat 500 by Diesel has a depth of product lines, currently featuring five models in European markets: punto Evo model, panda model, bravo m odel, Doblo model and Qubo model.2 The consumers are willing to willing to spend some time looking for the car due to its excellent features that has made it popular, environmentally- friendly and fuel- saving. Its power unit, the 0.9-litre Twin Air is a unique engine that has won international standards and is currently the engine of the year in the latest awards (The 2011 GreenFleet awards City car manufacturer of the year)3. 1.2. Current Pricing The current pricing strategy is competitive and affordable (ranging from ?11600 to ?15500). The consumers are willing to spend some time looking for the car due to its brilliant features highlighted above: environmentally- pleasant and fuel-saving. This is mainly attributable to its class of consumers, mainly the rich city dwellers youth who do not care much about price. The product is in a competitive market position as other car manufactures also exhibit high sophisticated technologies and produce at low costs. However, Fiat group, the car manufacture division has excellent models for the rich and higher social class who will not care much about the price due to their higher incomes and quest for recognition in society. The fiat 500 by Diesel model is a luxurious good, and as such, the rises in prices or even if prices are higher than the competitor’s, it does not reduce demand but instead it increases it as consumers care more about recognition and admiration than prices from their fellow low-class consumers who utilizes