...GB530 Brand Extension Marketing Plan: Guide Introduction Use this document as your guide to success. All Brand Extension Marketing Plan documents should use 1” margins, 12 pt. font, and include a cover page and a reference page. For the Brand Extension Marketing Plan assignments in this class you will not use the usual APA rules which require in-text citations as 1) no marketing plan ever uses direct quoting within its contents, 2) we are making an exception due to the nature of a marketing plan assignment and 3) you will not use double-spacing but instead you will use this document’s formatting. It is important that you write your Brand Extension Marketing Plan in third person (there is no “I” in a marketing plan), using your own words, and/or paraphrasing instead of direct quoting. Once deposited into the Drop box for grading, Brand Extension Marketing Plan assignments are submitted to Turnitin for a potential plagiarism review, so it continues to be important for you never to use anyone else’s words verbatim. For each of the Brand Extension Marketing Plan assignments, you should list, on the reference page, all of the references you used when preparing your plan. Again, you do not need to include the in-text parentheses noting references and timeframes as normally required in our APA assignments, but you do need to use APA to format your references list. If you have any questions on this exception to using APA, let me know. All the components of the Marketing...
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...Assessment activity 3.1 P1 How marketing techniques are used in two organizations In this assessment I will describe how marketing techniques are used to market products in two organizations. I choose Lexus and Hawk knitwear. Lexus is the luxury vehicle division of Toyota. It was first introduced in 1989 in the United States. It is now sold globally and it is the largest-selling make of premium cars. Lexus Marketing techniques Lexus is one of the largest luxury vehicle division, so they have to keep up their good work. It is very important to develop new cars every 2 years. They need to develop extra tools for the car, that you can buy when you already have a car, or which you can get as a gift when you buy a new car. Diversification is an important thing at Lexus, because they have business clients and private clients. Each client will have another special thing they want and Lexus has to fulfill their expectations. Brand building and positioning Lexus started in 1989, in the United States of America. It all begun with the question; can we create a luxury vehicle to challenge world’s best? Toyota started a top secret project, F1 and when they finished the project, the Lexus LS400 was developed. It was a great success and now, several years later, Lexus is still the best in the luxury vehicle division. Since they start focusing on hybrid cars in 2011, the only became bigger in Europe. They build up a luxurious car brand, which is still known for all the luxury...
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...Managing Brand for the long run : Brand Reinforcement and Revitalization Prof. Vikas S. Dole, Lecturer Neville Wadia Institute of Management Studies & Research, Pune- 01 Email: dolevikas@gmail.com, Mobile: 09764823924 Abstract: A strong brand is a powerful driver of sales, profit and shareholder value. That’s why market value of fortune companies is more in intangible assets. Even the most popular brands face the danger of getting lost unless they reflect the changing customer preferences. Managing brand over period of time is a big challenge for the marketers today. Brand Proliferation is the order of the day. Rigid brands can become irrelevant in the face of changing priorities and changes in competitive market. Marketing Environment is continuously changing. Change in consumer behavior, Competitive strategies, technological changes and other aspects of marketing environment is making work of brand managers challenging. In this article, the author has tried to discuss tactics for brand reinforcement and revitalization to manage brand for the long run. Keywords: Brand, Reinforcement, Revitalization, Extension, Repositioning, Awareness. Managing Brand for the long run: Brand Reinforcement and Revitalization A strong brand is a powerful driver of sales, profit and shareholder value. That’s why market value of fortune companies is more in intangible assets. Even the most popular brands face the danger of getting lost unless they reflect the changing customer...
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...twenty full-time employees and a host of freelance and part-time help, FreeRiders, Inc. is faced with strong competition in the category from larger bike manufacturers who, in recent years, have increased their advertising and PR budgets by an estimated seventy-five percent, and offset their costs by pushing production overseas. Economic pressures due to inflated production costs and competitors’ increased market share have lead FreeRiders to re-assess its goals for the future. This new strategic plan will unfold in several phases and include a 9-month-to-market new product line extension, a five year plan to increase revenue to between two and five million, and a long term plan to ensure the company’s viability ten years and beyond. II. ENVIRONMENTAL ANALYSIS FreeRiders, Inc is a small, independently owned company founded in 1999. Of the fifteen full-time employees at the company’s headquarters, four key employees will be instrumental in carrying out this marketing plan. The key players include: Bryce Andersen III, a former American Cycling Team member, who retired from the sport in 1992 and worked as a usability and safety consultant in the cycling industry...
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...[pic] COURSE: MKT 4398 – Strategic Brand Management TERM: Fall 2009 | | | |Section 05: 12:30-1:45 T-Th | | | | | |Room: HSB 101 | | PROFESSOR: Dr. Chris Pullig OFFICE: HSB 223 OFFICE HOURS: T-Th 1:45 – 4:00 or by appointment PHONE: 710-4769 (Office) and 836-0206 (Home) EMAIL: Chris_Pullig@Baylor.edu Course Description and Objectives: One of the most valuable assets for any firm is the brand associated with its products and/or services. Despite this, very little attention has been paid to the subject in business education. To address this, Strategic Brand Management is an advanced elective that addresses important branding decisions faced by an organization. Its basic objectives are: 1) to increase understanding of the important issues in planning and evaluating brand strategies; 2) to provide the appropriate theories, models, and other tools to make better branding decisions; and 3) to provide a forum for students to apply these principles. Specifically, we will cover: ...
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... Group project principles of marketing Spring 2015 Team Fantastic 5 ------------------------------------------------- WILDWood Furniture Group project Principles of Marketing MKT202, Section: 14 Faculty FARHANA HABIB ZINNIA (FHZ) FANTASTIC 5 The team members NAME ID Fuad Bin Saif 1411722630 Hossain Ahmed Shuvo 1420947030 Mithila Israt Amey 1411488630 Sohel Rana 1420318030 Ipshita Tasneem Fariha 1410155630 ACKNOWLEDGEMENT The most pleasant part of submitting the report is to get the opportunity. We would like to thank those who have contributed to it a lot. Unfortunately, the list of expression of thanks- no matter how extensive is always incomplete and inadequate. These acknowledgements are no exception. First and foremost we would like to thank almighty Allah for bestowing us the patience and courage to finish this huge task within its deadline. Thanks must go to the team members, whose unflagging patience and astounding capacity for creative work, and long hours made the project both possible...
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...Executive Summary The primary purpose of this report is to state the marketing objectives and strategies for the extension of Café Coffee Day into the Northern Indian market. The northern sector has potential and growing demand for café retails; and through this report it would be clear as to how café coffee day should capitalize on their strengths and exploit the opportunities that lay. The general idea for the first year of extension is to build awareness and create the thrill and the excitement towards Café Coffee Day in North India; this is done with a long term view towards the venture as the first year would focus on building brand loyalty and image for the company to be able to reap the rewards from the second year onwards. The target market of the company is the age group of 15-29, consequently the medium and channels selected to market the products are those that appeal to them and is often within their reach. The other strategies, including the price, services, marketing message, and positioning is also created around the likings of this particular age group. The report would provide the details of the extension and other areas that require the attention via the action plan. And to further examine the details of the extension, the budgeting section would enlist the finances required to support the venture, and state the expected income sufficient for breaking even in the first year. From the report it is discovered that each outlet should target a minimum of 100 customers...
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...Cafe Coffee Day Executive Summary The primary purpose of this report is to state the marketing objectives and strategies for the extension of Café Coffee Day into the Northern Indian market. The northern sector has potential and growing demand for café retails; and through this report it would be clear as to how café coffee day should capitalize on their strengths and exploit the opportunities that lay. The general idea for the first year of extension is to build awareness and create the thrill and the excitement towards Café Coffee Day in North India; this is done with a long term view towards the venture as the first year would focus on building brand loyalty and image for the company to be able to reap the rewards from the second year onwards. The target market of the company is the age group of 15-29, consequently the medium and channels selected to market the products are those that appeal to them and is often within their reach. The other strategies, including the price, services, marketing message, and positioning is also created around the likings of this particular age group. The report would provide the details of the extension and other areas that require the attention via the action plan. And to further examine the details of the extension, the budgeting section would enlist the finances required to support the venture, and state the expected income sufficient for breaking even in the first year. From the report it is discovered that each outlet should target a minimum...
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...International Management Project WS2015/2016 “Pure and Sensitive ” Nancy S AKUAMOAH 1879411 Submitted to: Prof Michael Erner This paper is a fictitious market entry project in partial fulfillment of the International Management Project course at Hochschule Heilbronn. It outlines a project plan for the launch of NIVEA baby products (PURE and SENSITIVE) on the Chinese market using Hong Kong as an anchor. 1 Table of Contents Chapter 1 ....................................................................................................................................... 5 Chapter 2 Company analysis ..................................................................................................... 7 2.1 History ................................................................................................................................ 7 2.1 Management Philosophy .................................................................................................. 7 2.2 Company strategy .............................................................................................................. 8 2.4. Competitive strategy......................................................................................................... 9 Chapter 3 Market Review ......................................................................................................... 10 3.1 Segmentation Targeting and Positioning of NIVEA BABY........................................ 11 ...
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...Brand Management Fundamentals Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. It is not uncommon for a brand manager to be responsible for coordinating activities of specialists in production, sales, advertising, promotion, research and development, marketing research, purchasing, distribution, package development, and finance. Brand managers are therefore seen as the key people behind the success of any brand or product. They are responsible for improving the value of their brands or products, which in turn generates profitable returns for the company and shareholders. Brand management is more than a marketing job. Brand managers are responsible for the overall performance of their brands, which includes managing and developing their brands P&L (Profit and Loss), image and positioning in relation to their competitors. They are the key persons to plan, develop and implement marketing initiatives and activities for their brands or products. Brand managers lead market research efforts to understand customers' perception and behavior and formulate effective marketing strategies to ensure their brands receive maximum visibility and perform better than their competitors. Brand managers are also required to be creative and be updated with latest marketing trends as the job also involves coordinating events, marketing projects and advertisement campaigns for their brands or products. Brand managers work with a wide network...
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...Fashion Marketing and Merchandising Summer 2016 All papers should include a table of contents, citations, bibliography. Number all pages. Single spacing is the preferred method. Include a cover page. Create a creative title for your paper. Case study papers should include the following sections, not necessarily in this particular order. Make the paper your own. The sections highlighted in green are optional; if these sections are executed, then that would qualify for the highest grade. Ensure that within your paper and presentation, you have included your brand’s Marketing Strategy and the 4 Ps of the Marketing Mix: Product, Price, Promotion, Place. In your presentation, include three slides with three separate probing questions to pose to the class, in order to ignite discussion. Corporate history * How did the brand get started? * What was its historic journey to now? * What is your brand’s history of Creative Directors? * Has your brand experienced any controversy? Was it resolved, and how? Product diversification * How widely diversified must a company be to succeed? * What kinds of products or services does your brand offer? * Is the company well diversified? * If not, why not? Brand expression * What are ways in which brands can express themselves? * How does your company express its brand? * House or brand color? * House or brand shape? * House or brand logo? * House or brand scent...
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...Brand Audit Objectives, Scope, and Approach Objectives: We seek to understand the health of Nescafé’s brand equity and basis of positioning in order to generate strategic recommendations based on this analysis. Scope: In order to meet our brand objectives we will seek to understand Nescafé’s brand equity, core brand values, and associations in the United States. We believe that analyzing parts of the global Nescafé brand is pivotal to being able to comprehend the brand’s influence in the United States. Approach: We will focus mostly on secondary research for our brand audit, but we will use primary sources whenever possible. Additionally, a marketing research project was undertaken by the group to assess the brand equity locally within the Washington Metropolitan area. Background about Brand The idea to create soluble coffee originated in 1930 when the Brazilian government approached the Nestlé brand with a proposition. (Nescafé 2011) The Brazilian Coffee Institute wanted to create a coffee that was soluble in hot water in order to increase the use of coffee and thus help increase Brazil’s exports. A Nestle executive named Max Morgenthaler set up a team, and it began experimenting different ways to meet that request while still maintaining the coffee flavors that everyone loved. After seven years of research in Switzerland, Nescafé was born.(Nescafé 2011) The name stems from a combination of Nestlé and café, the Italian word for coffee. It was introduced in Switzerland...
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...Bar These resources are brought to you by the Cooperative Extension System and your Local Institution Welcome eXtension is an interactive learning environment delivering the best, most researched knowledge from the smartest land-grant university minds across America. Find a U.S. Institution eXtension: more mind reach Home About Resource Areas News Articles Answers Calendar Learning Lessons Small Meat Processors Home Have a question? Try asking one of our Experts Print Business Plan for Regional Meat Marketing Company Last Updated: October 31, 2011 Business Plan for a Producer-Owned Meat Marketing Company April 2011. Prepared by Keith DeHaan, Food and Livestock Planning, and funded by USDA Rural Development, for the South Coast Meat Project. Includes financials. Table of Contents Plan Summary Download full plan (pdf, 41 pages, 310KB) Table of Contents Executive Summary Introduction Market Plan Market Development Target Markets Products Manufactured Features and Benefits of Products Market Concept Names and Branding Marketing Budget and Requirements Competitive Programs Livestock Supply Numbers Production Types Compensation Strategies for Producers Numbers and Species Used For Planning Other Species Harvest and Processing Plan Facilities Expected Processing Cost Dry Aging Beef Composite Carcass Value Distribution Plans Corporate and Management Plan Best Fit Legal Structure Governance Personnel Needs...
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...University Graduate School of Business and Management GB530 Marketing Management: Brand Extension Marketing Plan Dr. Blake Escudier July 15, 2012 1.0 Executive Summary The purpose of this marketing plan is to present a new category-brand extension product designed by DeWALT Power Tools and manufactured by Calloway Golf. The new DeWALT IronDrive Pro category line of golf clubs will embody the brand reputations of quality, power, top of the line features, superior technology and durability that have made both DeWALT and Calloway leaders within their perspective industries. This product is a specialty niche set of golf clubs packaged in a branded walking golf bag and also will include club head covers, a club towel, and balls to complete the perfect golfing experience. Consumers who purchase this product will enjoy the industry leading golf technology of Calloway and combined with the industry leading power tool features and benefits provided by DeWALT. The target market for this product consists of males 20-65 years old, college educated, makes an annual salary of $40,000 or more, and purchases high end products. The ideal customer lives all across the United States, but in particular resides in the industry’s largest regions of the Mid-Atlantic, New England, East North Central, South Central, and West North Central regions. The customer will have some knowledge of around the house DIY projects and tools to complete the task. The value proposition...
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...the form of a brand extension for Blue Diamond to extend its reach into the walnut market. This extension would be two fold. The first would be opening up production to support our walnut products. The second would be securing that production in China’s rich walnut market. There is a high demand for walnuts in China, represented by their high import of the nut. The opportunity is prime for brand extension. The market has evolved in such a way that it will be strong enough to secure this move. The strengths come from several factors which are, demographics, history and awareness. The demographics factors are strong and numerous. The infrastructure is there, the people or future workers are there and the consumers are already supporting the product, just without the Blue Diamond stamp on it. History tells us of China’s linage with nuts in general that has proclaimed them as the number one exporter of nuts. An article by William Neuman in the NY times reads, “Last year, China was the top foreign buyer of American walnuts, and in 2007, it became the leading export market for pecans. Altogether, China bought $737 million in tree nuts from the United States last year, up from just $89 million five years earlier, according to the United States Department of Agriculture.” This trend speaks of a plethora of possibilities for Blue Diamond and it does so in the language of opportunity. These factors all tie in to the last and most essential factors for this brand extension. Walnuts have...
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