...Positioning………………………………………………………………………….P.8 6. Alternative Marketing Strategy…………………………………………………………….P.9 7. Product……………………………………………………………………………………P.10 8. Price…………………………………………………………………………………………P.10 9. Place (Distribution)………………………………………………………………………P.11 10. Promotion………………………………………………………………………………P.11 11. Short & Long Term Projections……………………………………………………….P.18 12. Conclusion……………………………………………………………………………….P.19 13. References……………………………………………………………………………….P.20 1. Executive Summary Improve brand awareness of Lee Jeans to Hong Kong young adults with a digital marketing plan that sustains to half year is the target of this project. Digital media is the best way to promote Lee Jeans products to our target customers, not only the result is measurable for evaluation to improve the marketing strategy in the future, but also the budget is controllable and not so costly as traditional medias. There are 2 stages of marketing events: Phrase 1: build up new customers database thru a photo taking competition for collecting primary and secondary data. Phrase 2: customer engagement thru Facebook platform, invite the potential customers to Lee Jeans flagship store to enjoy special parties with shopping discount. Beside social network, the promotion channels are also includes blogs, and EDM. The aim is raise brand awareness and optimize search engine. P. 1 2. The Challenge According to the “blog.euromonitor.com” in May, 2011 studying on the global jeans market...
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...* f ELECTRONICASSIGNMENTCOVERSHEET | | Student Number | 1. 327985762. 327275613. 327985024. 328135045. 32810499 | Given name | 1.Shawn Cowan2.Zahidah Zain3.Sheikh Hussin Bin Mohamed Hairi4.Belly Ciuwinly Tjiu5. Handi Yosef Pranata | Unit Code | BUS273E | Unit name | Consumer Behaviour | Date | 07/03/2016 | Assessment name | Team Assignment (Case Study 2) | Tutor | Mr Ken Kieran Ho | Student’s Declaration:• Except where indicated, the work I am submitting in this assignment is my own work and has not been submitted for assessment in another unit.• This submission complies with Murdoch University's academic integrity commitments. I am aware that information about plagiarism and associated penalties can be found at http://www.murdoch.edu.au/teach/plagiarism/. If I have any doubts or queries about this, I am further aware that I can contact my Unit Coordinator prior to submitting the assignment.• I acknowledge that the assessor of this assignment may, for the purpose of assessing this assignment:o reproduce this assignment and provide a copy to another academic staff member; and/oro submit a copy of this assignment to a plagiarism-checking service. This web-based service may retain a copy of this work for the sole purpose of subsequent plagiarism checking, but has a legal agreement with the University that it will not share or reproduce it in any form.• I have retained a copy of this assignment.• I will retain a copy of the notification of receipt of this...
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...DR. UMESH DANGARWALA M.Com.(Bus. Admn.), M.Com.(Acct.), FCA, AICWA, M.Phil., Ph.D. Associate Professor, Department of Commerce and Business Management, Faculty of Commerce The M. S. University of Baroda, Vadodara. APRIL, 2012. CERTIFICATE This is to certify that this project report entitled “A Study on Social Media Marketing: Comparison between Two Medias” which is to be submitted to the Registrar (Examinations), The M. S. University of Baroda through the Director, B.B.A. Program, Faculty of Commerce, The M. S. University of Baroda has been prepared by the undersigned Mr. Harsh Mukeshkumar Patel (Roll No. M-19) studying in T.Y.B.B.A. 6th Semester, specialization in Marketing Management for the Academic Year 2011-12 for evaluation in lieu of Annual Examination to be held in April, 2012. This is to certify that, Mr. Harsh Mukeshkumar Patel has carried out this work under our personal supervision and guidance. The work is an original one and has not been submitted earlier to this university or to any other Institute / Organization for fulfillment of the requirement of a course or for Award of any Degree / Diploma / Certificate. All the sources of information used in this Project Report have been duly acknowledged in it. |DR. UMESH DANGARWALA | |MR. HARSH MUKESHKUMAR PATEL | |Guide | |Research Scholar...
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...improved Graduate Career Development Plan. The analysis reveals that the main two issues plaguing the company’s young graduates are excessive competitiveness and lack of challenge and development opportunities. Short-term countermeasures include creating a better, more efficient working environment, on personal, managerial and corporate levels alike, as well as ways of instantly increasing immediate motivation levels. The long-term plan suggests restructuring certain key elements of HR management, such as the workplace atmosphere, relations between employees and the management, the company’s organisation on the whole and the objectives set in front of the employees. The scope of the changes is broad and requires substantial resources, but the evaluation methods put in place ensure that a return on investment is achieved when the project is completed and the company restructured. GRADUATE CAREER DEVELOPMENT IN FACEBOOK Introduction The IT sector is arguably the most dynamic global industry branch of today (Dutta and Bilbao-Osorio, 2012). The market cycles of products have been decreased to a tenth of what they used to be, research and development are in much the same fashion, while the need for skilled IT experts in all fields has skyrocketed. IT has permeated just about every aspect of the everyday life, from common households, over offices, to public transport and infrastructure. Broadband internet is present in virtually every home, with the average link speed exceeding 5...
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...Brand Analysis: Bud Light Introduction In a competitive industry with multiple product options, beer companies are constantly looking for new ways to market their brand and attract consumers. Bud Light has emerged as a market leader through a successful understanding of their consumer’s behaviour. This report will analyze the major concepts in Bud Light’s marketing strategy that makes them “the number one light beer in the world” (Articlearn). Through their ability to develop a strong brand personality, motivate its consumers, and utilize various social media outlets, Bud Light has successfully influenced the purchasing decisions and buying habits of consumers worldwide. Company History Anheuser-Busch, the brewery that produces Bud Light, was founded in the early 1800’s and grew rapidly due to the early success of their flagship brand, Budweiser. Over the years they continued to add products to their brand profile and quickly became America’s largest brewer. Through the company’s success they were able to acquire Labatt, Canada’s largest brewer in 1995. This merger brought sales of Budweiser and Bud Light north of the border as well as many years of prosperous sales. This was all temporary, because during the recession of 2008, Anheuser-Busch merged with InBev in a hostile takeover. The final result was ABInBev which is currently the “largest brewer in the world” (Reuters). Bud Light is ABInBev’s largest brand in their portfolio, something that contributes to them being...
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...ELEVENTH EDITION Management LEADING & COLLABORATING IN A COMPETITIVE WORLD Thomas S. Bateman McIntire School of Commerce University of Virginia Scott A. Snell Darden Graduate School of Business University of Virginia MANAGEMENT: LEADING & COLLABORATING IN A COMPETITIVE WORLD, ELEVENTH EDITION Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright © 2015 by McGraw-Hill Education. All rights reserved. Printed in the United States of America. Previous editions © 2013, 2011, and 2009. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of McGraw-Hill Education, including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Some ancillaries, including electronic and print components, may not be available to customers outside the United States. This book is printed on acid-free paper. 1 2 3 4 5 6 7 8 9 0 DOW/DOW 1 0 9 8 7 6 5 4 ISBN 978-0-07-786254-1 MHID 0-07-786254-6 Senior Vice President, Products & Markets: Kurt L. Strand Vice President, Content Production & Technology Services: Kimberly Meriwether David Managing Director: Paul Ducham Executive Brand Manager: Michael Ablassmeir Executive Director of Development: Ann Torbert Senior Development Editor: Laura Griffin Digital Product Analyst: Kerry Shanahan Marketing Manager: Elizabeth Trepkowski ...
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...Final Major Project How can HMV optimize social media for music promotion Content Abstract 3 1. Introduction 4 2. Industry Context 5 3. Management Issue 9 4. Literature Review 15 4.1 Digital Music Market and Retailer 15 4.2 Social media 18 4.3 Social Media Tool and Music Retailer 21 5. Research Gap and Significance 25 6. Research Aims 25 7. Research Methodology 27 7.1 Research Source: Secondary data 27 7.2 Research Method: Case study 28 7.3 Research Steps 29 8. Research Analysis and Findings 31 8.1 Research Analysis 31 8.1.1 Audience Insight 32 8.1.2 Direct, Simple and Convenient Design 37 8.1.3 Insider Strengthening 39 8.2 Research Findings 41 8.3 Research Recommendation 42 9. Research Limitation 43 10. Conclusion 44 References 46 Abstract HMV is a British entertainment retailer, which is selling music including physical music and digital music. However, HMV does not runs good social media. In this dissertation, I will explain music industry context and HMV’s social media issue, followed by reviewing literatures about digital market, social media and music retailers. Furthermore, I design a research with secondary data research and case study method, and investigate how to deal with HMV’s social media issue through exploring what and how do other successful cases do for this challenge especially on social media. Key words: Digital market, Music, Retailer, Social media, Introduction ...
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...3.0 Marketing Strategy 13 3.1 Mission Statement 15 3.2 Marketing Objectives 15 3.3 Financial Objectives 16 3.4 Target Markets 20 3.5 Positioning 22 3.6 Strategy 23 3.7 Marketing Mix 26 3.8 Marketing Research 27 4.0 Controls 28 4.1 Implementation 31 4.2 Marketing Organization 32 4.3 Contingency plans 33 5.0 Conclusion 34 References 34 1.0 Executive Summary In New York City, where 58% of the state’s low-income children reside, over half the children live in low-income families. Low-income parents struggle to make ends meet, thus it will be beneficial and also an investment for the parents to buy toys for their children that are of good quality and memorable as gifts during special events like Christmas or as rewards. TAOF is a newly formed company that would meet this need by specializing in the marketing and sales of quality, well-known and desired children toys at a lower price. This marketing plan focuses on targeting the less privileged and low-income families in the city of New York. The “Toys...
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...THE STUDY OF THE EFFECT SOCIAL MEDIA FACEBOOK AND ITS MOBILE APPLICATIONS ON THE PURCHASING INTENTION OF FASHION APPAREL PRODUCTS TOWARDS THE GENERATIONS Y CONSUMERS IN HONG KONG SIN KIT YING, EMILY BA(Hons)Scheme in Fashion and Textiles (Fashion Marketing and Merchandising Management) INSTITUTE OF TEXTILES & CLOTHING THE HONG KONG POLYTECHNIC UNIVERSITY 2015 THE STUDY OF THE EFFECT SOCIAL MEDIA FACEBOOK AND ITS MOBILE APPLICATIONS ON THE PURCHASING INTENTION OF FASHION APPAREL PRODUCTS TOWARDS THE GENERATIONS Y CONSUMERS IN HONG KONG A Thesis Submitted In Partial Fulfillment of the Requirements For the Degree of Bachelor of Arts (Honours) in Fashion & Textiles (Fashion Marketing and Merchandising Management Specialism) under the Supervision of Dr. CHANG M.T. Jimmy by Emily, Kit Ying SIN Institute of Textiles & Clothing The Hong Kong Polytechnic University May 2015 ACKNOWLEDGEMENTS CERTIFICATE OF ORIGINALITY I hereby declare that this thesis is my own work and that, to the best of my knowledge and belief, it reproduces no material previously published or written, nor material that has been accepted for the award of any other degree or diploma, except where due acknowledgement had been made in the text. _____________________________________________________(Signed) __________________________________________________(Name of student) ABSTRACT Summary of the contents and finding of the thesis briefly LIST OF TABLES ...
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...mission of the IMC campaign is to tie the brand image with creative art in order to tell the brand story, strengthen Swatch‘s brand identity among the target audience (young students or professionals, aged 18-25) globally, and consistently incorporate different and relevant mediums (print ad, website, MTV – user-generated content, and online communities) to reach the target audience. The multi-country marketing analysis of The Swatch Group will aid in developing the IMC strategy and campaign for Swatch‘s CreArt (‗creativity‘ + ‗art‘) Collection in the following three countries: Brazil, Japan and Switzerland. When reading this, please be aware that Swatch did not impose an integrated marketing campaign in Brazil; rather, they only held one event and communicated to customers through Twitter. Therefore, the Brazil section is composed mostly of what The Swatch Group should do in order to meet their objectives. Furthermore, the cultural dimensions and components that will affect consumers shopping intention in each country will also be analyzed. Finally, based on the differences or similarities among the three countries, recommendations, including the cost-efficiency of adopting a standardized or localized IMC strategies in each country, will be given. 2 Contents Statement of Purpose...
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...very special people whose contribution, support and understanding were essential for the completion of this study. I would like to thank my father Geghia, mother Lavina and two brothers Shalendra and Rishendra for the tremendous support through these past three years .To Orisha, a very special thank you for the belief and encouragement you provided me with during this period of studies. Having people like you in my life has made all of this possible. My heart goes out to each and every one of you. To Prof. Christo Bisschoff, thank you for the guidance, wisdom and encouragement throughout the study. You have made this a truly enjoyable experience. “Om Namah Shivaya “ 2 ABSTRACT In this day and age, with the very strong impact of globalization, digitalization and social media, advertising is changing. Many companies and advertising role players are forced to implement new consumer and business models and apply innovative business strategies. Social media marketing has become a norm for most companies. The process of marketing is used through social media sites like Twitter, Facebook and YouTube. By utilising the social aspect of the web, social media marketing is able to connect and interact on a much more personalised and dynamic level than through traditional marketing. The target audience is a...
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...Banking and social media INDEX * Introduction- pg 3-11 * The why and how of social media w.r.t banking- pg 12-24 * International and Indian Examples of social media- pg 25-28 * The grey side of social media usage- pg 29-30 * Suggestions- pg 31 * Conclusions- pg 33-34 Introduction Social media and banking do not seem to have a strong relation at the first look on the topic, but are indeed complexly related in today’s world with the continuous evolution of the banking sector and the huge impact of social media on the masses. While today many international banks are using social media as a connectivity and marketing tool with its customers, Indian banks are also not far behind. ICICI, one of India's biggest banks, already boasts a Facebook app allowing clients to view their account details, check statements and upgrade their debit card, among other activities, but still maintains a cautious attitude to social media strategy. While there is no doubt that social media is all the rage amongst retail and advertisings sectors, it is yet to make major inroads in the financial services and banking sectors. A new report from Ovum, the technology arm of market analyst firm Datamonitor reveals that a majority of banks worldwide aren’t yet ready to embrace social media. Privacy and Data Security are two of the biggest hindrances to mass-scale social media adoption in the banking sector. Moreover, many banks do not think social media gives them an edge to engage...
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...MARKETING SOLUTIONS AMPLIFIER AGENCY INTERNATIONAL EVALUATION – SHAREABLE APPS Contents 1.0 Introduction ................................................................................................................................ 3 1.1 Overview of Amplifier Agency ...................................................................................................... 3 1.2 International Business Objectives ................................................................................................. 3 2.0 International marketing opportunities ............................................................................................. 5 2.1 International Trade Patterns......................................................................................................... 5 2.2 International Marketing Trends .................................................................................................... 9 Smart Phone and Android Market Analysis .................................................................................... 9 2.3 International business opportunities .............................................................................................. 12 2.3.1 Country assessment ................................................................................................................. 12 USA ................................................................................................................................................ 13 Singapore...
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...Social Computing: Study on the Use and Impact of Online Social Networking IPTS Exploratory Research on the Socio-economic Impact of Social Computing Romina Cachia EUR 23565 EN - 2008 1 The mission of the IPTS is to provide customer-driven support to the EU policy-making process by researching science-based responses to policy challenges that have both a socio-economic and a scientific or technological dimension. European Commission Joint Research Centre Institute for Prospective Technological Studies Contact information Address: Edificio Expo. c/ Inca Garcilaso, s/n. E-41092 Seville (Spain) E-mail: jrc-ipts-secretariat@ec.europa.eu Tel.: +34 954488318 Fax: +34 954488300 http://ipts.jrc.ec.europa.eu http://www.jrc.ec.europa.eu Legal Notice Neither the European Commission nor any person acting on behalf of the Commission is responsible for the use which might be made of this publication. Europe Direct is a service to help you find answers to your questions about the European Union Freephone number (*): 00 800 6 7 8 9 10 11 (*) Certain mobile telephone operators do not allow access to 00 800 numbers or these calls may be billed. A great deal of additional information on the European Union is available on the Internet. It can be accessed through the Europa server http://europa.eu/ JRC 48650 EUR 23565 EN ISSN 1018-5593 Luxembourg: Office for Official Publications of the European Communities © European Communities, 2008 Reproduction is authorised provided the...
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...Innovative Business Practices Innovative Business Practices: Prevailing a Turbulent Era Edited by Demetris Vrontis and Alkis Thrassou Innovative Business Practices: Prevailing a Turbulent Era, Edited by Demetris Vrontis and Alkis Thrassou This book first published 2013 Cambridge Scholars Publishing 12 Back Chapman Street, Newcastle upon Tyne, NE6 2XX, UK British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Copyright © 2013 by Demetris Vrontis and Alkis Thrassou and contributors All rights for this book reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. ISBN (10): 1-4438-4604-X, ISBN (13): 978-1-4438-4604-2 TABLE OF CONTENTS Chapter One ................................................................................................. 1 Knowledge Hybridization: An Innovative Business Practices to Overcome the Limits of the Top-Down Transfers within a Multinational Corporation Hela Chebbi, Dorra Yahiaoui, Demetris Vrontis and Alkis Thrassou Chapter Two .............................................................................................. 17 Rethinking Talent Management in Organizations: Towards a Boundary-less Model Carrie Foster, Neil Moore and Peter Stokes Chapter Three .......
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