...Favorite Brand MKT/421 Favorite Brand In the world of consumerism, a brand or a favorite brand is important. However, why it is so important is the key to being so successful. That brand has to speak to the consumer, reach out on an emotional level and keep the consumer coming back. “Brands deliver emotional connection to a business’ products and services. Most purchase decisions have critical emotional components” (Shoultz, 2015). For these reasons, we will discuss my favorite brand and its success, TOMS Shoe Company. TOMS TOMS Shoe Company is a unique and inspired company, founded by CEO Blake Mycoskie and what the people in the business refer to him as, Chief shoegiver. TOMS has an interesting background, and what seems like a very unlikely place to find inspiration, comes out of nowhere to create one of the most successful businesses of its kind. Mycoskie, an entrepreneur from Texas, had several startup businesses from driver’s education to a campus laundry facility. In 2002, Mycoskie and his sister were on the popular television show, The Amazing Race. On this show, Mycoskie found himself in several countries in South America, in which one he fell in love with, Argentina. It was here he discovered the inspiration for what would be the driving force for TOMS. The Idea While in Argentina, Mycoskie discovered the true reality of poverty in the small villages outside Buenos Aries. People and children so poor they could not afford shoes. Mycoskie learned that not having...
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...Favorite Brand Paula Plattner MKT/421 Nov. 23, 2015 Stephen Grothe Favorite Brand Coca-Cola, the real thing. I have been a fan of Coke since I was a kid, when everyone else was drinking Pepsi, I wanted Coke. This may not seem like a big deal in more populated areas of the United States east of the Mississippi, however in rural Montana, Pepsi is everywhere. I cannot tell you why I am obsessed with Coke, perhaps it’s the iconic red can, the bottle shape, or even the Coca-Cola bears, but I can tell you that if I am in a restaurant that only has Pepsi, I will just have water. Coca-Cola is the original cola and was developed in 1886 by Atlanta pharmacist, Dr. John Pemberton and was one of several carbonated drinks, Dr. Pepper, for instance, that were created during that time. What set Coca-Cola apart from others, was the vision of Asa Chandler, who run the company from 1888 to 1918, to take the company national. The reasons I like Coca Cola are simple; I like the taste, the packaging and the idea behind sharing a coke. First is taste; I simply think that Coke tastes better than Pepsi or Dr. Pepper. I am particularly fond of Coke Zero because it does not have that diet pop aftertaste that you find in other diet sodas. Second, the packaging, from the classic bottle shape to the distinctive logo, they both are visually appealing to me. I also love to collect Coca-Cola memorabilia. The Coca-Cola Polar Bears are synonymous with the holidays that are my favorite time of the year...
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...Please read the Green Mountain Coffee Roasters and Keurig Coffee (C36) case analysis carefully and produce a case analysis report, following the instructions that are given in the Case Analysis report document in Doc Sharing. Green Mountain Coffee Roasters is a company that makes the K- cups, which are used in a single dispenser coffee maker, and takes around 60 seconds to make. This allows for consumers to enjoy their favorite coffees at home. Green Mountain Coffee Roasters teamed up with Starbucks and Dunkin Donuts coffee to provide the consumers their favorite brand of coffee in the K-cup. This is something that is a great opportunity to Starbucks because the K- cups are very popular and easy to use amongst coffee lovers and now easily available at most stores. The CEO, president, and chairman of Starbucks Corporation is Howard Schultz and the President and CEO of GMCR is Lawrence Blanford. Dunkin Brands CEO and President Nigel Travis believes customers will be delighted to learn that Americas Favorite Coffee will soon be able to be prepared in Americas fastest-growing single-cup brewing system (Dess, 2004 pp. C296). The teaming up of Green Mountain Coffee Roasters, Starbucks and Dunkin has enough variety for any of their loyal customers. This is a great opportunity for the company since this will help revenue increase since the availability for Starbucks coffee will be available to everyone who uses the...
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...Please read the Green Mountain Coffee Roasters and Keurig Coffee (C36) case analysis carefully and produce a case analysis report, following the instructions that are given in the Case Analysis report document in Doc Sharing. Green Mountain Coffee Roasters is a company that makes the K- cups, which are used in a single dispenser coffee maker, and takes around 60 seconds to make. This allows for consumers to enjoy their favorite coffees at home. Green Mountain Coffee Roasters teamed up with Starbucks and Dunkin Donuts coffee to provide the consumers their favorite brand of coffee in the K-cup. This is something that is a great opportunity to Starbucks because the K- cups are very popular and easy to use amongst coffee lovers and now easily available at most stores. The CEO, president, and chairman of Starbucks Corporation is Howard Schultz and the President and CEO of GMCR is Lawrence Blanford. Dunkin Brands CEO and President Nigel Travis believes customers will be delighted to learn that Americas Favorite Coffee will soon be able to be prepared in Americas fastest-growing single-cup brewing system (Dess, 2004 pp. C296). The teaming up of Green Mountain Coffee Roasters, Starbucks and Dunkin has enough variety for any of their loyal customers. This is a great opportunity for the company since this will help revenue increase since the availability for Starbucks coffee will be available to everyone who uses the...
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...Favorite Brand Paper 1 Favorite Brand Paper February 16, 2015 Favorite Brand Paper 2 In the field of marketing the most important factor is the value of a brand. A majority of the consumers today prefer a certain brand and want t stick to that brand indefinitely. This is the reason why every company tend to spend a large amount of their budget in marketing their product in order to build a relationship with the consumer which can stick to them for a long time. As far as my personal choice is concerned, I tend to buy a product based on the price, however one brand that I will not compromise on is Dawn dishwashing soap. In this paper, I will discuss three different reasons as to why I like the product Dawn. I will also discuss Dawn’s competitors and why they do not match up to the capabilities of Dawn. Dawn is a registered trademark of Proctor and Gamble. Dawn was created in 1973 since then it has become a household name in America and internationally. Dawn is not only a dishwashing soap but it also comes in dishwasher products too. Dawn also prides itself in the fact that it is good for use on animals and has helped conservation organizations for over 35 years. One of the reasons I love the brand Dawn is because of its ability to cut grease. The Dawn bleach alternative power soaking product is amazing in cleaning grease...
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...Favorite Brand Paper MKT/421 February 16, 2015 Favorite Brand Paper In marketing the most important factor is the brand value. Majority of customers prefer a particular brand and want to stick to it for a long time. This is the reason why every company spend legal amount of money in marketing their product so it can build relationship with customers which can stick to them for a long time. As far as my personal choice is concerned, I have many favorite brands for different requirements but for this paper I will chose my favorite brand which is Tesla Motors. Explain a minimum of three reasons why you are passionate about this brand Tesla Motors, Inc. is US based Company which designs, manufactures and sells electric cars and electric vehicles power-train components. Tesla, which was founded in 2003 by Martin Eberhard and Elon Musk, has pushed the envelope beyond what most automakers thought possible. The company's Silicon Valley-style "techpreneurship" enabled it to move faster, work more efficiently, and create ground breaking new ideas around sustainable mobility and automotive technology while proving that electric cars could be better than gasoline-powered cars. Tesla has had a competitive advantage over auto industry rivals in design innovation since day one. Located in arguably the center of the world for technological innovation, Tesla was able not only to construct its vision of mobility in Silicon Valley, but also recruit its employees from many of the leading...
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...country-wide storm of protests by the consumers who resisted the New Coke and called for the return of the original formula. Also, it drove people into a panic over losing their favorite soft drink. Customer Services in Coca-Cola Company and even its office were bombarded by the calls from thousands of fans of coke classic across the America. Even though this chaos ended with the return of coke classic, Coca-Cola Company, again, became the focus of the whole country and re-energized this fabled brand by helping its consumers realize that Coca-Cola was far more than a soft drink. Obviously, Coca-Cola intended to regain the lion’s share in its flagship market by taking this intelligent risk and it succeeded. The story of New Coke did not happen occasionally. At that time, the company was gradually losing its share in its largest market with its most popular product because of its chief competitor’s better performance. Coca-Cola had no choice but to change otherwise it would lose more. However, every change was along with unknown risks and conflicts and the company had to take the risk and face the conflicts. As a legendary company, Coca-Cola Company is never afraid of risks and conflicts. What’s more, it had taken the intelligent risk and made good use of conflicts to improve its image and re-energize its brand and products. Taking intelligent risk was a well-planned strategy to observe and control the changing environment. This great marketing strategy began with the introduction...
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...Ultron Sweetened Cereal with Marshmallows”, is marketed at Meijer to children through character appeal, which displays ethos as its strongest rhetorical appeal. Throughout this paper I will show you how I came to this conclusion. The cereal aisle in Meijer is located in the middle of the center section of the store with the oatmeal, granola bars, fruit snacks, and candy across from the cereal. The cereal was set up so that you have the bags of the off-brand cereal in a section, then...
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...Olivia Gorena MRKT 1001- Field Assignment #1 1. (a) Find mission statements for three of your favorite companies or consumer brands. Explain how the mission statement for each gives a strategic direction. Explore the strengths and weaknesses of each and make recommendations how these can be streamlined to give better understanding. (b) Create a mission statement for your own career. Explain how this will help you in the job market. 1. Favorite Companies/ Brands i. Tofurky 1. Mission Statement – Tofurky was created to provide “health and vitality” to people and the ecosystem of the founders home by making “delicious, nutritious, convenient and affordable” vegetarian and vegan food that are not only good for them but the environment. Also, by having their products non-GMO and certified organic. 2. Strategic Plan – By produces products in small amounts at a time and only using all natural, organic ingredients, Tofurky is able to make sure that every product they put out will only offer their customers the highest quality, vegan and kosher food products out there. 3. Strength and Weaknesses – Tofurky is known for having some of the most delicious substitutes for vegetarians/vegan. Not only are they known for flavor, but for being organic and all natural. I have personally had these and don’t think anything could be better. Their prices are very affordable and unlike some organic food products you get the best...
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...Being a Korean and living in America during this time period would be extremely hard. Many Koreans were leaving Korea because life there was poor, unsafe, and hard. Although many thought that life would be easy in America, it wasn't that simple. In America Koreans had trouble fitting in and finding jobs because most of the spoke little or no english. Also, some people had prejudices against them because of their race or had trouble accepting them. Just like the Korean families in the story, such as the Parks, the Paks, and the Shins, a lot of Korean families moved from city to city in search for work and affordable living. What did you particularly like or dislike about one of the characters? One thing I like about Jin-Han is he is very easy going and mentally tough. Throughout the book he faces many challenges, but he doesn't get angry and complain, he just gos with the flow and stays strong and doesn't get upset or become depressed. An example of this is Jin-Han had to constantly move from city to city, but he didn't complain or get upset, he stays strong and tough. What are your favorite quotes from the story? Explain why....
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...Poets of the Harlem Renaissance David Glenn HUM112 It was during the 1920’s and 30’s in which a new movement was taking place in the United States. A movement that had kindled a brand new kind of cultural identity for Black Americans. An almost spiritual “coming of age” (Foner & Garraty, 1991), the Harlem Renaissance was a time in which the African American communities of the United States began making strides in literary, artistic, and intellectual achievement. While not necessarily contained to the Harlem neighborhood of New York City, Harlem certainly attracted the largest concentration of this particular intellect and served as the epicenter of this historic movement. Some of the most famous writers in American history emerged from this cultural awakening and include but are not limited to the talents of Langston Hughes and Countee Cullen. Possibly the most recognizable name of the Harlem Renaissance, Langston Hughes was a poet and writer who through several publications, became “one of the foremost interpreters to the world of the black experience in the United States” (Hutchinson, 2014). His parents had separated shortly after his birth and was raised mostly by his grandmother. Unfortunately, she had passed while Langston was in his early teens and he had been left with the choice of living with his mother, which is when he first began to cultivate his writing talent. His work during this era was primarily influenced by his life within the now historic...
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...Student’s Name Affiliation ID Date of Submission 1. Introduction Target Corporation specializes in detailing business, having origin of America, and its headquarters is located in Minneapolis, Minnesota. At start, this company took birth with the name of Dayton Dry Goods Company, further, which was renamed to the Dayton Corporation. The very 1st store of this organization started working in 1962. “Rapid growth of Target as division of Dayton Hudson Corporation; compelled the owners to rename it as Target Corporation in 2000” (corporate.target.com, 2014). “Target Corporation is considered as second largest retailer providing discounts on its produce in the United States after Walmart” (Dudley, 2013). Target Corporation stood at 30th rank in 2010 and Fortune 500 list, and it is a component of Standard & Poor’s 500 index. The basic business in which the Target Corporation deals are, general merchandise stores, which comprise of food items along with general merchandise. “In the report of fiscal year 2013 Target stores having this collection of food items which include perishable items along with dry, dairy and frozen food items” (Target.com, 2014). 2. Mission statement. The mission statement of the company describes the core objective of the company described in a statement form. Mission of Target Corporation is to make its most favorite and perishable shopping destination for all types of customers from every walk of life by delivering outstanding products, including continuous...
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...business must offer a product or service that people place in high demand for the venture to be profitable and sustainable. Frito-Lay’s Variety pack combines twenty lunch able size bags of five different well known Frito-Lay chip brands that come in twenty different combinations. Upon examining the individual lunch sizes in the current market, the suggested retail price is a better cost savings and worth the value. For the 2014 school year, Frito-Lay, America’s favorite salty snacks, has teamed up with the number one video game in the world, SkyLanders, to attract its target market which brings the most fun to the family. From home to the school lunch box or anywhere in between, all the consumers have to do is grab a bag on the go! Frito-Lay's Variety packs are easy to carry, easy to store and easy to pack it's the perfect staple for every home. FOUR P’S OF MARKETING AND FRITO-LAY VARIETY PACK Merriam-Webster’s Online Dictionary defines marketing as “the activities that are involved in making people aware of a company's products, making sure that the products are available to be bought.( Merriam-Webster Online Dictionary)” The marketing strategy then evolves to ensure the company’s continued growth by improving on their greatest resource thru brand recognition. Marketing strategy of Frito-Lay utilizes four key aspects to meet the needs of this particular market - product, pricing, place and promotion. Frito-Lay is the emerging market leader in the...
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...Evaluation and Control 10 Possible Deviations 10 Possible Solutions 10 7. Bibliography Company Description Starbucks Corporation is one of the largest coffee companies that offer a variety of coffees, teas, and pastries. Starbucks began in 1971 with its first store in Seattle’s historic Pike Place Market. Now with over 16,000 stores worldwide, it’s one of the top competitors in the coffee industry. This company also has partnership through a specialty sales group and supermarkets. Starbucks Corporation’s main objective is to establish itself as the most recognized and respected brand in the world. Starbucks has attempted to make itself a household name by making its products available in more than just their stores. Starbucks can be found in local grocery stores such as Kroger. In certain Kroger stores, shoppers can purchase a cup of their favorite beverage or buy a bag of their favorite flavor of Starbucks coffee. The company has also made their products available online. Product The product that would be marketed for Starbucks is a new Strawberry and White Chocolate Espresso. This would be a special-order drink that the customer can have made any way they would like. The Strawberry and White Chocolate Espresso can be served...
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...Case reflexing questions: 1- Evaluate the overall effectiveness of the "fair and square" repositioning strategy. How well or poorly do all of the elements work together or work at odds with one another to deliver a coherent whole? What elements are missing? In order to evaluate the strategy, its several elements need to be analyzed: The new name “Fair and Square” communicates honesty and simplicity to the consumers. It stands for a clearing up of the chaos the countless rebates and discounts, which were part of the past strategy. The new name aims exactly the perception consumers might had of being cheated by the department store. If JCP was able to give this huge amount of discounts (on average 40% off), what is the original price worth then? Customers might perceived normal prices as too high and the discount structure too complicated due to a lack of overview, which is the main idea of the new strategy. “Fair and Square” communicates trustworthy of the company. The new price strategy is therefore another key element of the new strategy and needs to be evaluated. By limiting the amount of discounts and special sales to regular daily prices increases transparency for the consumer and help to understand the new prices. Rounding prices from .99$ to the full Dollar communicates psychologically fairness as consumers can easier calculate their total expenses now and JCP doesn’t try to make their products seem to be cheaper as they actually are. But it also has to be mentioned...
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