...ON: The 12 Archetypes of Jung used in Marketing Source: http://joannapenabickley.typepad.com/on/2007/06/on_the_12_arche.html Also see The term "archetypes", as it is used in marketing today, has its origins in Carl Gustav Jung's theories. He believed that universal, mythic characters— archetypes—reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions. There are 12 archetypes which symbolizes a basic human need, aspiration or motivation. In other words, an archetype is a human type in its purest form: the classic hero, outlaw, ruler, etc. Each type has its own set of values, meanings and personality traits. 1. The Innocent Motto: Free to be you and me Core desire: to get to paradise Goal: to be happy Greatest fear: to be punished for doing something bad or wrong Strategy: to do things right Weakness: boring for all their naive innocence Talent: faith and optimism The Innocent is also known as: Utopian, traditionalist, naive, mystic, saint, romantic, dreamer. The Innocent provides an identity for brands that: * offer a simple solution to an identifiable problem are associated with goodness, morality, simplicity, nostalgia or childhood * are low or moderately priced are produced by a company with straightforward values need to be differentiated from brands with poor reputations. 2. The Regular Guy/Girl Motto: All men and women are created equal Core Desire:...
Words: 1792 - Pages: 8
...I am doing my research paper on Jay Gatsby from The Great Gatsby, and the archetype I have chosen is American Dreamer. An American Dreamer is someone who sees the American Dream as an obtainable goal and vigorously pursues it. Jay Gatsby qualifies for the archetype American Dreamer because in his journey to wealth and prosperity he is reunited with a lost love from five years previous, her name is Daisy Buchanan. I am doing my research paper on Jay Gatsby because I have wanted to read this book for some time and I figured who better to do than the main character of the book. F. Scott Fitzgerald created many interesting characters in his novel The Great Gatsby. Jay Gatsby, The main character from The Great Gatsby fits the archetype of the American...
Words: 956 - Pages: 4
...participation in the research and significant contributions to the knowledge shared here. The authors are also grateful to Anna Sanfilippo, Gaetano Vallefuoco at McKinsey, who contributed to the development of this report. Digital Luxury Experience 2013 Keeping up with changing customers Linda Dauriz Ambrogio Michetti Nicola Sandri Andrea Zocchi For additional contents about the research please visit the Mobile Site www.digitalluxuryexperience.it DLE Luxury shopping is changing fast. The winners will keep pace The power of digital presence 1 Effective digital strategies vary by brand and category Digital is influencing almost 20% of total luxury sales. More than 70% of luxury shoppers own a mobile devices, more than 50% of them research through mobile. Digital is essential, Brands must go mobile 2 3 Three successful archetypes are arising on digital luxury markets. Brands need to understand what are their DNA, monitor performances along Customer Decision Journeys and then act consistently Digital tools can help connect people and information within the organization Digital is affecting entire value chain, from digital marketing to enhanced in-store experience, from multi-channel CRM to product co-creation, from e-procurement to 3D prototyping. But its potential is still a very early stage across most...
Words: 3123 - Pages: 13
...cheap eyewear online combined with a good cause. Warby Parker believes that “everyone has the right to see” this idea lead to forming partnership with renowned non-profits – e.g. RestoringVision.org – to give a pair away to someone in need for every pair sold. However, it was not just the company’s generous intentions that made Warby Parker so successful for a start-up firm. Warby Parker’s brand is both trendy and classic providing high quality frames with best in class polarized lenses. As a way of cutting costs, Warby Parker decided to avoid middlemen and go directly to the manufacturers in China, circumventing traditional channels. The company is considered a made-on-the-internet brand: it has a huge presence of the internet and most of its advertising campaigns take place there, which constitutes an advantage, given the growing popularity of e-commerce and social network advertising. They started off as an online company however, in the past years they have also opened stores and showrooms in 15 location across the US with their headquarter in New York. BUSINESS MODEL CANVAS ARCHETYPE Warby Parker’s business is based on the low price and high quality of the products, the solidarity branch of their program and also on their online shop. To provide glasses at such a cheap price, the company decided to avoid licensing fees by designing their frame in-house and to stay the direct contact between the customers and the suppliers. In order to create value, the company had to...
Words: 6174 - Pages: 25
...Contents Introduction to the case and Issue Identification 1 Main Issue 1 Subsidiary Issues 1 Environment Analysis 1 SWOT: Internal & External Analysis 1 PESTE Analysis 2 Porter’s 5 Analysis 3 CAGE Framework 4 Strategic Alternatives 4 Alternative 1 4 Alternative 2 5 Alternative 3 5 Option Evaluation 5 Final Recommendation 6 Implementation 7 Customer Archetype 7 Marketing Mix 7 Financial Analysis 7 Implementation timetable 9 Conclusion 9 References 12 Appendix 14 Appendix 1: Option Evaluation 14 Appendix 2: Customer Archetype 14 Appendix 3: Theatre Statistics and Growth Rate 15 Appendix 4: Application of Growth Rate to Total Number or Theatres 15 Appendix 5: Number of IMAX Screens added per a year and % of Total Screens 15 Appendix 6: Total Revenues and Revenues Generated by Hollywood Films 2014-2017 16 Introduction to the case and Issue Identification Main Issue As of 2013 IMAX had taken in a total of $288 in revenue. For the first time since its inception roughly 40 years ago, international revenues overtook North American revenues with total revenues for 2013 from countries outside Canada and the US of $151 million. Additionally, while international revenues rose by 10 percent over the previous year, revenues for North America dropped by 6.5 percent. Further, theatres that were once a source of revenue for IMAX have begun retrofitting their own theatres with Premium Large Format (PLF) screens. The main issue for...
Words: 4007 - Pages: 17
...WESTJET CASE ANALYSIS Information technology is a revolution in itself. I perceive the blend of Information Technology with business strategy in collaboration with most apt IT governance is what is required for an organization to flourish and be in a win- win situation in the long run. In the case analysis of The West jet, we are going to see how IT, Business Strategy and IT governance can be utilized in upgrading an organization so that it provides better customer service and satisfaction. Analysis :- West Jet Airlines known for its "High Value and Low Fare" was working fine with its in- house small but efficient Information technology services(It worked as the integral growth of the West Jet) until it started facing hindrances in code share. The systems in the west jet were stand- alone systems and were not able to collaborate with the international Airlines Systems. Initially, West Jet selected Sabre to move to International reservation system but it was not commendable. There were some issues with the IT Infrastructure. I perceive not having an IT expertise at an executive level is a major drawback for any growing organization since the business strategies have to be in sync with the IT requirements. Realizing that, the CEO along with other executives signed a contract with Cheryl Smith to be the CIO for The West jet. Since The West jet wanted to use IT to move to next level so Cheryl was responsible for raising the IT systems and infrastructure at par with other Airlines...
Words: 1948 - Pages: 8
...Step one re-learn re-learn by: Shifting Perspective Define The problem Understand your ambitions Challenge your assumptions Research case studies Building Knowledge Get out and look around Map the customer journey Identify barriers Find The Root of the problem Learn from experts Build Personas Understand customers expectations Customer SWOT Competitor Analysis Map the Problem Structure Insight re-learn Define the Problem re-learn re-think re-define launch Define the problem The first thing to be done before attempting to solve a problem, is to have a common definition of what problem the team is trying to solve. Ask yourself these questions 1. Why do we have to solve this problem? _______________________________________________________ 2. What are the benefits to be gained? _______________________________________________________ 3. What do we don’t understand? _______________________________________________________ 4. What isn’t the problem (What is working)? _______________________________________________________ 5. Do we have enough information? ______________________________________________________ re-learn re-think re-define launch Define the Problem: re-learn Understanding your Ambitions re-learn re-think re-define launch Understanding your Ambitions “We need to start with the end in mind”. We need to think within the context of a positive outcome. This will give a sense of direction to our thoughts ...
Words: 3363 - Pages: 14
...Table of Contents: 1.0. Company Overview: ........................................................................................................ 3 2.0. Industry Overview: .......................................................................................................... 3 3.0. Gap’s current channels strategy’ analysis: ....................................................................... 4 3.1. Gap’s market segmentation: ........................................................................................ 5 3.2. Gap’s Current Channel Chains:................................................................................... 6 3.3. Gap’s Directional Policy Matrix: ................................................................................ 7 4.0. Gap’s future channel chain: ............................................................................................ 9 5.0. Recommendations: .......................................................................................................... 9 6.0. Limitations: ................................................................................................................... 11 7.0. References: .................................................................................................................... 12 8.0. Appendix:...................................................................................................................... 14 ...
Words: 3873 - Pages: 16
...| Lands’ End | Mass Customization | | | Introduction Lands’ End custom tailoring is an optional extra or choice provided to customers ordering predetermined apparel items over the internet or telephonically. Custom Tailoring is a tool designed to capture new customers and provide an additional option to existing customers. Lands’ End has maintained their focus on a traditional line of clothing, chinos, jeans and rugby shirts. Lands’ End sells products through a catalogue mailed to customers. The catalogue is the primary source of marketing. Established in 1963 Lands’ End initially sold sailing equipment but quickly branched off into clothing and home furnishings. Lands’ End sells casual apparel for women, men and children. The clothing line has remained traditional. Every American owns a pair of khakis and a pair of jeans. Styles have changed and Lands’ End has kept pace with those changes never straying too far from the traditional necessities that make up a basic wardrobe. Lands’ End built their company on a commitment to traditional quality products and customer value. In the early 80”s Lands’ End established a new standard for service. Orders were placed telephonically by customers. Lands’ End promised to answer customer calls within 1.5 rings. A customer with an order was promised a quick and easy transaction. Lands’ End commitment to service added to customer loyalty. Ecommerce Lands’ End recognized early the economics of the internet. Sales...
Words: 916 - Pages: 4
...Art history From Wikipedia, the free encyclopedia Jump to: navigation, search This article is about the academic discipline of art history. For an overview of the history of art worldwide, see History of art. For other uses, see Art history (disambiguation). This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. (November 2011) Venus de Milo on display at the Louvre Art history has historically been understood as the academic study of objects of art in their historical development and stylistic contexts, i.e. genre, design, format, and style.[1] This includes the "major" arts of painting, sculpture, and architecture as well as the "minor" arts of ceramics, furniture, and other decorative objects. As a term, art history (also history of art) encompasses several methods of studying the visual arts; in common usage referring to works of art and architecture. Aspects of the discipline worms. As the art historian Ernst Gombrich once observed, "the field of art history [is] much like Caesar's Gaul, divided in three parts inhabited by three different, though not necessarily hostile tribes: (i) the connoisseurs, (ii) the critics, and (iii) the academic art historians".[2] As a discipline, art history is distinguished from art criticism, which is concerned with establishing a relative artistic value upon individual works with respect to others of...
Words: 6080 - Pages: 25
...MKTG203 Investigative Essay: Consumer Influence on Brand Meaning The marketing team or the end consumer: Who determines the underlying meaning behind an established brand? By design, the marketing of a brand or product is undertaken with the intention to stir a response within a consumer about the apparent value attributed to that product or brand, and ultimately result in the consumer making a purchase. With that in mind, one could assume that the definitive meaning of a brand would be formed as the general intention of the marketers who have either created the brand, or currently work on it. This essay will debate that it may indeed be consumers that have the capacity to determine a brand’s meaning, rather than the marketer responsible for the brand, and that this newly developed meaning may not even be remotely comparable to the marketer’s initial intended meaning. The underlying meaning behind a brand, whether intentional or not, can be conveyed and interpreted through the influence of multiple factors. From culture, religion, politics and travel exploration in an increasingly global landscape; to multiple media platforms including film and television; to internal factors such as past experience and memories revived from childhood; consumers can use their own awareness, surroundings and experiences to form their own interpretations on a brand’s meaning. Culture can often have a great influence on brand meaning. The addition of all the customs, beliefs and values that...
Words: 2294 - Pages: 10
...3M CASE STUDY Group: 20 Team: 11 Xizi Yang : S2780364 Tan Long: S2797402 S. van Eijk: S2755246 Lecturer: Henk Ritsema Question 1 Identify 3M’s core competencies, core products and end products. How are these three sources of competitive advantage lined with each other? 3M, also known as Minnesota Mining and Manufacturing, has several core competencies. First, the rule of allowing 15 per cent of its employees’ working hours has been spent on their own projects. It is the symbol of tolerance for experimentation for 3M. Second, the development of spirit of innovation. The shared characteristics of the trio, the calculated risk-taker, the rule-breaker and the inventor, shaped 3M’s climate of innovation. 3M supplies money for independent research products. For example, 3M launched the Genesis Program to fund research projects unable to go through the regular funding channels. Same for developing unconventional projects that would not otherwise receive funding in the outside world. Technology and ideas are shared through an informal way, such as conversations, but also through a formal way, such as the ‘R&D Workcentre’ and ‘Tech Forum’. Also, 3M has mentors and sponsors who help younger people by listening to their ideas, giving them advice and assistance, and acting as their champions. Patents give 3M the power and time to protect the growth potential of its business. All these thinks develops the spirit of innovation. Third, 3M keeps the functions of engineering...
Words: 2661 - Pages: 11
...at the right time. Amazon is a heavy user of predictive pricing (Mehra, 2013). This technique is also used in Supply Chain Management because it helps you to understand consumer demand to manage the overall process. This includes delivery, returns, forecasting, sourcing, planning, and order fulfillment. The advantage is if a retailer can predict revenue from a specific product in a reasonable amount of time it will result in better inventory management, use of space, cash flow, and the elimination of out of stock items. Association discovery in products sold to customers is used to determine if a pattern is discovered based on a relationship between items in the same transaction. It has also been defined as a market basket analysis to identify products that consumers are likely to purchase together. Retailers use historical data to research customers buying habits in hope of finding correlation data. Examples of this would be if a customer buys mouth wash and tooth...
Words: 1499 - Pages: 6
...leading gourmet pasta restaurant in Madison, WI with a fast paced developing consumer brand and growing customer satisfaction. This great line of premium pasta dishes includes incredibly unique dishes with smoked salmon and chicken and cheese linguini in an alfredo sauce. April’s Pasta also serves creatively made salads, beverages, and desserts. April’s Pasta will reinvent the pasta experience for individuals, families, and take-out customers with all vastly different incomes by selling high quality products at a reasonable price, convenient locations, and providing extremely great customer service. Situation Analysis April’s Pasta is close to entering their first year of operation. The restaurant has been well received, and marketing is now critical to its future success. The store offers an extensive offering of gourmet pastas. The basic market need is to offer individuals, families, and take-out customers fresh, creative, attractive, pasta dishes, desserts and salads. April’s uses homemade pasta, fresh vegetables, and premium meats and cheeses. Market Summary April’s Pasta possesses good information about the market and knows a great deal about the common attributes of making the most prized and loyal customers. April's Pasta will spread this information to better understand who is served, their specific needs, and how April's can better communicate with them. Market Analysis 2001 2002 2003 2004 2005 Potential Customers Growth CAGR Individuals...
Words: 2893 - Pages: 12
...Index S.No. | Title | Page No. | 1 | Executive Summary | | 2 | Introduction Integrated Oil Industry OverviewDrivers of Merger | | 3 | Strategic Fit | | 4 | Valuation of Merger | | 5 | Valuation of Synergies | | 6 | Deal Structuring | | 7 | Effect on shareholders | | 8 | Factors leading to merger’s success | | 9 | Anti-Trust Concerns | | 10 | References | | 11 | Appendix | | Executive Summary The Exxon-Mobil merger of 1998 makes for an interesting Mergers & acquisitions discussion as one of the largest mergers in the history of Oil and Gas industry. The merger took place as the industry was undergoing a phase of rapid consolidation. Operational efficiency, oil reserves in emerging economies, constantly dipping oil prices and challenges in downstream operations were the defining factors of the landscape and drivers behind the merger. The success of the merger lies in the significant synergies derived , whether it be complementary asset locations, different competencies and stronghold over different geographical locations. The near term operating synergy was a whopping $2.8 billion. Risks however existed in terms of meeting anti-trust and regulatory concerns, retention of personnel and cultural differences. Exxon-Mobil post the merger would gain an exorbitant market share in key locations which would have a bearing on fair competition. This led to FTC handing out strict compliance requirements. However, with intense efforts...
Words: 1996 - Pages: 8
