...Branding and marketing are important concepts for any business. This case study will explore the Cisco marketing case study in the Kotler and Keller, 2012 Marketing Management textbook. First off, the study will explore the differences between building a brand in a business to business context versus building a brand in a consumer market. Furthermore, the study will also explore if Cisco's plan to reach out to consumers is a viable one. First off, branding in a business to business application has some notable differences over the consumer market. Cisco had to utilize some ingenious methods of branding during the marketing of its routing and networking products. Cisco's original product line was made for sale to other businesses for use in the internet connectivity market. For Cisco to develop their brand, they had to develop a totally different approach than ones utilized in the consumer market. They had to specificity market their product to the companies who were operating data centers and server farms. In this type of industry, often good brands are developed by targeting specific types of consumers and in this case it was computer scientist and information technology experts. This can be accomplished in several ways. One method is essentially setting up sales meetings with potential information technology customers. Theses meetings can be utilized to get the brand name out there and possibly show off the superiority of the networking product. Additionally, targeted advertising...
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...Improving Customer-Based Brand Equity: On-line and Off-line Programs for B2C Company -- Case Company: VANCL Business Economics and Tourism 2012 2 ACKNOWLEDGEMENTS I would like to express sincere thanks to my supervisor Ms. Åsa Lillhannus, who encouraged me to write thesis on this topic and always welcomed my opinions. Furthermore, she used her professional knowledge to provide good suggestions for my study. I also want to give thanks to Cao Wen and He Mengdi who help me to conduct and test the questionnaires. Thanks to Qin Ziyin who always discussed with me the research and gave her advice. I want to thank all my friends who support me during the whole writing process. Most importantly, THANKS TO MY PARENTS! Vaasa, Finland 05.06.2012 Zhang Yu 3 VAASAN AMMATTIKORKEAKOULU UNIVERSITY OF APPLIED SCIENCES International Business ABSTRACT Author Title Zhang Yu Improving Customer-Based Brand Equity: On-line and Off-line Programs for B2C Company. Case Company: VANCL 2012 English 88 + 9 Appendices Åsa Lillhannus Year Language Pages Name of Supervisor The objective of this research was to study the short-term process of building customer-based brand equity in the on-line shopping industry and provide managerial suggestions for Vancl to improve its customer-based brand equity. In order to achieve the main aim, the following sub research problems based on theoretical study were separately set. First, how do audiences feel about Vancl’s brand elements? Second, what...
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...Teesside University Business Management Fundamentals of marketing Nissan case study Student name: Student number: Module code: Submission date: Tutor: Case Study on Nissan The purpose of this essay is to explore and question why Nissan Motor Company creates products that are branded for a specific target audience. It will also be based upon how these techniques benefit the company and discuss what Nissan gain from it. 1. Consider the introduction of the infiniti brand by Nissan and discuss how the sub-brand relates to a particular target segment for Nissan? Nissan was originally founded in 1993 and was formerly known as Tobata Casting co, Ltd, the company name then later transformed in Nissan Motor. According to Nissan Global “the founder Yoshisuke Aikawa a brilliant leader of the Nissan combine had grand plans to mass-produce 10,000 - 15,000 units per year, and was about to putting his plan into practice”(www.nissan-global.com, Accessed: 12 January 2014 ). Since 1933 Nissan has transformed and expanded massively and is now very popular and successful brand. Its products are now purchased worldwide selling mostly in larger countries such as Japan and America. As reported by Johnathon Jones “Nissan produces more than 300,000 cars a year, and has plans to increase that volume in the long term to 500,000” (Johnathon Jones, 2002). “Nissan has a clear vision for the future, and - with our Alliance partner, Renault - we are working with passion...
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...James Borda Retail Marketing 10/5/12 Case 10 Case Study 1. Over the last decade, American Eagle and Abercrombie and Fitch have been two of the main clothing retailers competing for the affection of young adult shoppers, specifically within the teen-college age range of 18-22 years. While both companies carry a similar assortment of clothing apparel and try to cater to the same demographic, each company’s retail strategy does differ in various ways. A retail strategy is defined as the way in which a firm plans to focus its resources to accomplish its objectives. Being that both companies have the same target market and nature of merchandise, they both attempt to look for ways to gain a competitive advantage through their retail strategies. One main difference in their strategies is that American Eagle attempts to gain an advantage by selling their products at lower prices. By offering apparel that is equivalent to that of Abercrombie and selling it at a cheaper price they are able to attract the consumer who is looking to save money. On the other hand, Abercrombie keeps their prices a little bit higher to give off the appearance of higher quality in hopes to attract the consumer who looks to buy name brand, higher end clothing. Moreover, though it is incredibly important to gain a competitive advantage over other retailers in your market, it is even more crucial to sustain that advantage. Abercrombie has positioned itself strictly within the market of 18-22 year olds; to...
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...MBA in International Management Course Syllabus Course Name: International Business and Marketing Instructor’s Name: Prof. Dr. Britta Bergemann E-mail: britta.bergemann@stw.de Class Time: 2.00PM – 8.00PM 1. Course Description This course looks at international business and marketing topics in theory and practice (case studies). It aims at building students’ awareness of business and marketing mix issues in the global context, and provides the tools to manage products and brands globally. 2. Overview This course offers a framework that allows students to see the big picture. After laying the foundations students will learn about the fundamentals and strategic impact of globalization on today’s business decisions, and how to position, communicate and price products globally. Along the way students will also see how companies are dealing with global marketing issues due to a wealth of case studies and examples. 3. Learning Outcomes Upon successful completion of this course, students will have acquired: An overview of international business strategies An overview of current marketing principles and practice An in-depth understanding of the concepts required for developing and managing global markets An evaluation of the changes that have occurred in the competition for global markets A deeper look at the causes of cultural differences The ability to effectively apply analytical criteria in order to evaluate opportunities of global The ability to take...
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...Brand : Alpenliebe Company: Perfetti Vanmelle Agency: McCann Erickson In the 1200 crore sugar confectionery market, Alpenliebe is the single lar[pic]gest brand in India estimated to be worth around 160 crore. The brand is positioned as a family candy and has been one of the most successful brand in a highly competitive market. The brand came to India with the entry of the global giant Perfetti in India in 1994. Van Melle came to India in 2001. In 2001 the Italian and Dutch companies merged together to become Perfetti Vanmelle ( PVM).Now the Indian venture is the second largest of their global portfolio next to China. In the products of PVM, Alpenliebe is the star. With effective and aggressive brand building, this brand has grown to become the single largest brand in the segment. The brand is a unique case studies because of its peculiarities ie the name and the size. Alpenliebe is a very complicated name. [pic] Alpenliebe loosely means From Alps with Love So it is a Herculean task to teach Indians ( with 24 languages and a million dialects) pronounce a brand name that does not have a meaning. Theory says that the brand name should be simple, reflect the brand values and easily pronounced. Alpenliebe broke all rules. It is said that the initial 30 second ad of Alpenliebe pronounced the name 5 times to ensure that the TG pronounce it correctly. Why such a complicated brand name is another question all together. But this risk paid off in that the name became the biggest...
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...on its successful products. There are 3 things that Intel has done worldwide to solve this problem. The first, is the Intel Inside campaign - which must rank as one of the greatest advertising innovations - which has drawn attention to the Intel brand name. The second, is to ensure rapid global rollouts of all its products. The third, is to build a brand stronger than the "X86" nomenclature - by opting for the name Pentium instead of the dry 586 - the natural successor. Pentium was launched with fanfare, and a hiccup not withstanding, succeeded as expected. The added bonus was the brand name which brought the product out of numerical nomenclature and made it a high-recall brand. It was, however, the success of Pentium that put Intel in a quandary. When the 5th generation processors time came to yield place to the new, 6th generation chip, Intel was loathe to see all the money poured into Pentium become history with the brand. It was this thinking that led to the 6th generation chip being named P6 instead of 686 or whatever it may have been. Intel, opted for a brand extension. Today, Intel must wonder what it wants to name the 7th gen chip. To continue with another Pentium extension would make economic sense, but the users of the brand may feel that any extension of pentium is ultimately a 5th gen chip, may perceive more value in any competitors product that is positioned cleverly as a 6th or 7th gen...
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...will also be discussed. Furthermore, the drawbacks consumers have to face when two companies merge will be addressed as well. Introduction An investigation into a pharmaceutical company’s supposed intentions to curtail generic competition regarding an antidepressant drug, which is the company’s best brand name seller, has brought about a few questions as to why the company would do this to consumers. Prescription medication is expensive enough without pharmaceutical companies hindering the market entry of its generic counterparts. Generic medication gives consumers a choice to spend more or to spend less for their health care, and in the long-run gives them a choice for a more cost-effective livelihood. Without the options of choosing a cheaper form of medication, consumers are being taken advantage of. This leaves no room for choice and thwarts fair market competition. With a 22% increase of profits in comparison to the previous year, it is quite obvious that this brand- name manufacturer and generic companies have disobeyed federal antitrust laws. Therefore the Federal Trade Commission is performing an investigation to ascertain if brand name companies and generic drug makers have acquiesced the stymie of generic competition, which leads us to our first question. Why would the drug maker want to stymie generic competition? Antitrust Laws such as the Sherman Act, Federal Trade Commission Act, and the Clayton Act have been created in order...
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...Unit 1 Case Study - NIKE Samantha Eubanks Columbia Southern University Abstract The following case study will focus on the global brand of Nike. First, we will take a look at how Nike was created, and the foundation they have based their brand. The study will then delve into how Nike’s marketing strategy has proven successful, had a negative impact, and may have proven risky for the company. Lastly, the study will delve into how Adidas may improve their competitive value against Nike. Unit 1 Case Study - NIKE Over the years, there have been many companies that have ventured into the business of dealing in sporting equipment to include athletic shoes, athletic clothing, and athletic equipment. Nike has emerged as one of the leading brands of athletic products since the creation of the brand in 1962. At the time of its inception, Nike was first known as Blue Ribbon Sports and the main focus was “on providing high-quality running shoes designed for athletes by athletes” (Keller & Kotler, 2012, p. 29). A product that began with the creation of “lighter and better” running shoes has transformed into an international brand that is known by the simple image of a “swoosh” (Sanusi et al, 2014). The following sections will answer a series of questions in regards to the brand, and how a rival company may be able to better compete with the marketing campaign of this globally renowned name. What are the pros, cons, and risks associated with Nike’s core marketing strategy...
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...FACULTY ECONOMICS AND BUSINESS EBA 6113 ACCOUNTING FOR MANAGERS INDIVIDUAL ASSIGNMENT ASSIGNMENT 1 (BASED ON CASE STUDY) LECTURER: MR. MICHAEL TINGGI DUE DATE: 9TH MARCH 2013 Done by: Satnam Singh 13030035 CASE 1 1.0 An accountant prepared a balance sheet for a business. In the balance sheet, the equity of the owner was shown next to the liabilities. This confused the owner, who argued: My equity is my major asset and so should be shown as an asset on the balance sheet. How would you explain this misunderstanding to the owner? As an accountant, we must first establish what the definition of asset is and what the definition of equity is. An asset is defined as a resource with economic value that an individual, corporation or country owns or controls with the expectation that it will provide future benefits (Gilbertson et al, 2008). Whereas, equity is the amount of the funds contributed by the owners (the stockholders) plus the retained earnings (or losses) invested to purchase assets, therefore cannot be recognized as asset (Gilbertson et al, 2008). The difference can be further explained by the Accounting equation of Assets, which shows: ASSETS = LIABILITIES + OWNER’S EQUITY From the equation we can derive that assets are comprised by liabilities and owner’s equity. Therefore, equity cannot be shown as an asset on the balance sheet because equity is the balance of assets minus the liabilities of the owner. So when we look at the Accounting...
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...Strategic Marketing: Nike: A Case Study: . Published: 14th October 2013 Table of Contents 1. Assignment Topic 3 2. Word Count 3 3. Executive Summary 3 4. Introduction 4 5. Nike – Where it came from 4 6. Nike – Market orientation, challenges and missteps 5 7. Nike’s labour practices shame and the turn around 8 8. Nike’s “She runs the night campaign” 9 9. Conclusion 10 10. References 11 11. Appendix A - Case Study 13 Nike - The art of selling air 13 1. Assignment Topic In your case report, identify three to four marketing challenges covered in this subject, and address how those challenges can be met using the principles developed in this subject. Be sure to cite and reference the name and source of your case in your assignment report (as well as other references you use). The case study “Nike – The art of selling air.” has been included for reference in Appendix A of this paper. 2. Word Count This paper contains a total of 2581 words from the start of the introduction to the end of the conclusion section. 3. Executive Summary Companies today face many challenges to maintain market share and differentiate themselves from a highly competitive and ever evolving market place. Marketing is crucial to a company’s long term success. The aim of this paper is to use the “Nike - The art of selling air.” case study and concepts from strategic marketing theory to identify marketing challenges and how those challenges...
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...URBAN OUTFITTERS STUDY ON MARKETING A BUSINESS Angelena Johnson Professor Kelly BUS 100 November 24, 2010 Through out this report it shall discuss the ways of marketing a business and how marketing will help to make a business grow and flourish. However, client and sales are what make you a success; therefore successful marketing steps must be done. This report shall also discuss the reason why Sears or Wal-mart cannot effectively create a trendy counterculture image. As well as discussing if the big box stores sell merchandise identical to Urban Outfitters? This report will also identify and discuss reasons why exclusivity is valuable. Lastly this report shall discuss the feed back on Senk saying that shopping is largely entertainment. This report will then conclude these discussions and making them clear of Urban Outfitters study of there marketing process. Introduction “Our success is a direct result of knowing how to market a brand and having the right people representing the brand” (Norman, 2009). Marketing is a key element in the success of any business. Urban Outfitters on the other hand has a marketing strategy that is as unique as the experience it sells. Urban Outfitters is a retailing company with a business portfolio that includes the store brands Anthropologies, Urban Outfitters, and Free People. The difference between Anthropologies from Urban Outfitters target is that they focus on women that are older and Urban Outfitters focus on...
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...CASE #1 DR. PEPPER SNAPPLE GROUP, INC. ENERGY BEVERAGES DEFINITION OF THE PROBLEM: Dr. Pepper Snapple Group, Inc. is a major integrated brand owner, bottler, and distributor of non-alcoholic beverages in the United States, Mexico and Canada. Recently, Andrew Baker, brand manager for the company, has been tasked with formulating a marketing strategy to determine whether or not launching a new energy beverage would be profitable in 2008. To date, Dr. Pepper Snapple Group, Inc. is the only major domestic non-alcoholic beverage company in the U.S. that did not have an energy drink of its own. The decision to explore the energy beverage market is based on a business strategy that focused on the opportunities in high-growth and high-margin areas of opportunity. A primary concern facing this decision lies in the fact that the energy beverage industry is already established. The problem lies in whether or not it is worth their time and funds to explore a new product and venture into the energy beverage market. Alternatives Essentially, there are two basic alternatives to consider when evaluating this decision: (1) continue business as usual and don’t get involved with the energy beverage industry or (2) enter the energy beverage market. Evaluation of Alternatives In the first alternative, they’d continue to ride their juggernauts. Stick with their established brands and stay the course. It’s important to note...
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...Case Study Questions: 1. What is the difference between a pull and a push strategy? Which of these strategies did the Fred Astaire Super Bowl campaign exemplify? According to Week 6 lecture notes: “Consumer Sales Promotions use Pull Strategies, which means "The use of incentives to motivate end users to purchase a brand and thus pressure retailers to stock that brand." This consumer demand then pulls the product through the distribution channel. Trade Promotions use Push Strategies, which means "The use of incentives to motivate the buying and reselling of products." These strategies push the product through the distribution channel.” The case study clips actually state that “The Astaire campaign was designed to pull Dirt Devil products through traditional indirect distribution channels.” Not only did it have the 45 seconds of air time that was memorable to create the buzz about the product but it gained added publicity through the “200 television stories and a 1100 printed articles, giving Dirt Devil an estimated $5 million worth of total publicity from the Superbowl campaign.” This was a definite positive use of MC to create brand recognition and motivate the end user to purchase the product. b) In your opinion, why was this successful campaign? It was a successful campaign for two reasons: 1) Dirt Devil used the power of the media to create the buzz about its new product. By having air time during the Superbowl you are actually...
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...for this image and why? (who did you wish to see this image when you posted it?) How does the gaze operate in this photograph? To determine whether or not the above image has semiotic potency, one should be equipped with a basic knowledge of semiotics. According to Gill Branston, the author of The Media Student's Book, Semiotics "is a theory of signs, and how they work to produce meanings, or the study of how things come to have significance. This includes signs devised to convey meanings (langage, badges) as well as 'symptoms' (as in 'thats' the sign of swine flu'). (Branston 12) Potency is an evaluation of strong or weak, which in this case involves the strong or weak signs of semiotics that appear in the image. At first glance, a viewer may notice 2 noticeable subjects of the image. There is a vehicle, and there is young man next to the vehicle. This image although not an advertisment, does advertise an event or a special moment to the viewer. Upon viewing the image, a viewer would notice that the young man is not wearing casual clothing. He is dressed in formal wear. A deeper study of what he is wearing is where semiotics would start to show. He is wearing a button down, a belt, chinos, leather shoes, a watch, and a bow-tie. These material objects signify a generic image. These objects put together usually triggers the thought process that somebody wearing these things is going to a special event, possibly a graduation, a date, a wedding, or something of importance. That was...
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