...product with different versions to Dudes and bettys include graphic and “crew and tee shirts”, polo’s, Henley’s, cardigans, shirts, pullovers, outerwear, rinse or wash slim jeans, flip-flops, shoes, perfume and boxers. Product Attributes: High Quality, Unique comfortable designs inspired by the SoCal Theme and different styles and Colorful patterns. Product Packaging Hollister is well-known for its stylish shopping bags that use young attractive models on them. They are used as a promotional tool and walking-self marketing, as when customers carry out their bags in shopping centers or streets, they are directly marketing to Hollister....
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...Advertising …………………………………………………………………………………………………3 1:3 The Brand …………………………………………………………………………………………………..3 2 Analysis and evaluation of theories adapted..….………………………………………………..3 2:1 Perception theory……………………………………………………………………………………….3 2:2 Attitude theory……………………………………………………………………………………………5 2:3 Personality theory (brand personality)……..………………………………………………6 3 Conclusions………………………………………………………………………………………………………….6 References……………………………………………………….……………………………………………………..7 Appendix I……………………………………………………….…………………………………………………....8 THE EVALUATION OF CONSUMER BEHAVIOUR THEORIES ADAPTED BY POLO RALPH LAUREN Introduction The purpose of this paper is to analyse and evaluate some of the most important theories in consumer behaviour. These theories include the perception theory, motivation theory, learning theory, among others and how these theories are applied through message appeals and segmentation. The Polo Ralph Lauren product – Polo Black has been chosen to complete this paper (see appendix I) and the theories – perception, attitude and personality have been identified in the chosen advert. 1:1 Consumer behaviour The term consumer behaviour is defined as “the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon and Rabolt, 2004). Consumer behaviour can be analysed through various theories such as perception, memory, motivation, attitude...
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...16 Public relation: 16 Direct marketing: 16 CONCLUSION 17 REFERENCES 18 DECLARATION 19 BACKGROUND Estée Lauder is one of the leaders in the cosmetic business. It was established by a businesswoman call Estée Lauder who was born on the 1st of June 1906 and died on the 24th of April 2004 along with Joseph Lauder (Her husband). In 1967, she was one of the 10 marvelous women in business and financial editors in United States. And in the 20th century, she was the only woman who appeared in the TIME magazine on the list of the 20 most powerful business geniuses. Estée became interested in the cosmetic business since she assisted her uncle, Dr. John Schotz (a chemist) with his New Way Laboratories making creams, lotions, perfume and rouge. In 1935, the cosmetic company Estée Lauder was started. Estée herself was once operated a personal selling approach that verify as potent as the promise of her skin regimens and fragrances at Saks Fifth Avenue in 1948. Her first fragrance was...
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...Bertelli started their collaboration, laying the foundations for the company’s subsequent international development. Patrizio Bertelli is the first in the luxury industry to introduce a new business model, applying uncompromised quality throughout the whole production chain and a constant, careful control over the entire process. Miuccia Prada’s creativity, able to infuse her work with thoughts linked to her day-to-day experiences and observations of the environment in an original innovative way – thus anticipating trends - never transcends the brand’s quality core-value and historic craftsmanship know-how. This skilful balance makes it possible for Prada to become internationally renowned, so much so that it was recognized as one of the 100 brands with the most value in the world (Source: Interbrand). A key attribute of Prada is its capacity for innovation in all areas. Being a pioneer in introducing a new approach in the retail network, Prada is the first to launch a new, revolutionary concept of stores - the so-called Prada...
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...MARKETING ASSIGNMENT REPORT WRITING ON LUSH COSMETICS EXECUTIVE SUMMARY: This report is on LUSH cosmetics – a sustainable brand in cosmetic industry. This report will describe about marketing history, company ethics and current market position of LUSH. This report also deals how LUSH is making their products with sustainability and what marketing strategy they are following. We will discuss about marketing mix of LUSH, How they are doing ethical business and their position in competitive market. We will also do SWOT analysis and LUSH position mapping with other brands. This report also concentrates how LUSH can improve its marketing strategy. Keywords: Organic, Cosmetic, Sustainability, Product Portfolio, Marketing mix, Customer, Social Media, Competitive. TABLE OF CONTENTS 1. INTRODUCTION: ..…………………………………………………………………………...5 1.1 MARKETING BACKGROUND OF LUSH: ………………………………………………...6 1.2 COMPANY PROFILE: ……………………………………….……………………………...7 2 LUSH AND SUSTAINABILITY:……………………….……………………………………8 2.1 LUSH AND GREEN SUPPLY CHAIN: ……………………………………………………8 2.2 LUSH AND SOCIAL INFLUENCE: ……………………………………………………….9 3 LUSH PRODUCT ANALYSIS: ……………………………………………………………..10 3.1 LUSH PRODUCTS: ……………………………………………………………………….10 3.2 PRODUCT PORTFOLIO: ………………………………………………………………….11 3.3 LUSH SERVICES: ……………………………………………………………………….…11 3.4 LUSH AND THEIR SUPPLIER: ………………………………………………………..…11 3.5 LUSH AND THEIR CUSTOMERS: …………………………………………….…………12 4 MARKETING STRATEGY OF LUSH: …………………………………………………...
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...An unrivalled group of powerfully evocative brands and great names that are synonymous with the history of luxury. A natural alliance between art and craftsmanship, dominated by creativity, virtuosity and quality. A remarkable economic success story with more than 100,000 employees worldwide and global leadership in the manufacture and distribution of luxury goods. A global vision dedicated to serving the needs of every customer. The successful marriage of cultures grounded in tradition and elegance with the most advanced marketing, industrial organization and management techniques. A singular mix of talent, daring and thoroughness in the quest for excellence. A unique enterprise that stands out in its sector. Our philosophy can be summarized in two words: CREATIVE PASSION. 12 22 36 46 58 WINES & SPIRITS FASHION & LEATHER GOODS PERFUMES & COSMETICS WATCHES & JEWELRY SELECTIVE RETAILING — The values of LVMH Innovation and creativity Because our future success will come from the renewal of our product offering while respecting the roots of our Maisons. Excellence of products and service Because we embody what is most noble and accomplished in the artisan world. Brand image enhancement Because they represent an extraordinary asset, a source of dreams and ambitions. Entrepreneurship Because this guarantees our ability to react and our motivation to create and seize opportunities. Leadership – Be the best Because it is through continually excelling that we accomplish the...
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...An unrivalled group of powerfully evocative brands and great names that are synonymous with the history of luxury. A natural alliance between art and craftsmanship, dominated by creativity, virtuosity and quality. A remarkable economic success story with more than 100,000 employees worldwide and global leadership in the manufacture and distribution of luxury goods. A global vision dedicated to serving the needs of every customer. The successful marriage of cultures grounded in tradition and elegance with the most advanced marketing, industrial organization and management techniques. A singular mix of talent, daring and thoroughness in the quest for excellence. A unique enterprise that stands out in its sector. Our philosophy can be summarized in two words: CREATIVE PASSION. 12 22 36 46 58 WINES & SPIRITS FASHION & LEATHER GOODS PERFUMES & COSMETICS WATCHES & JEWELRY SELECTIVE RETAILING — The values of LVMH Innovation and creativity Because our future success will come from the renewal of our product offering while respecting the roots of our Maisons. Excellence of products and service Because we embody what is most noble and accomplished in the artisan world. Brand image enhancement Because they represent an extraordinary asset, a source of dreams and ambitions. Entrepreneurship Because this guarantees our ability to react and our motivation to create and seize opportunities. Leadership – Be the best Because it is through continually excelling that we accomplish the...
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...Your student ID _________________________________ Your Name _____________________________________ Your Signature __________________________________ THE UNIVERSITY OF NEW SOUTH WALES Australian School of Business School of Marketing MARK1012: Marketing Fundamentals Final Examination Session 1, 2011 Instructions: This examination paper consists of TWO sections, Section A and Section B; (TWELVE printed pages excluding this page). Printing is double sided, so check each page carefully. You have two [2] hours to complete this examination plus 10 mins reading time Read the questions carefully and answer all questions as instructed. Answer the TWO short essay questions in SECTION 1 in the space provided under each question. Questions must be answered in ink. Write all your MULTIPLE CHOICE answers (SECTION 2) in the Generalised Answer Sheet provided. Note that there are 50 (FIFTY) Multiple Choice Questions. Print your full name and Student number {z… } on the first page of each book and sign Use of UNSW approved calculators is permitted. No other material is to be taken into the examination room. This paper is marked out of 35 as indicated in your Course Outline (35% of the overall course grade) You may NOT retain this pap SECTION 1 (Short Essay Questions) Question No. 1.1 (Answer either A or B) 4 marks A What is the product life cycle [PLC] concept? Draw a typical PLC diagram for a ‘Style’ item in the box provided. B What is meant...
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...PAPER 3.5: MARKETING MANAGEMENT – M.B.A. III Sem UNIT 1 Modern Marketing Concept: Social Marketing concept – Approaches to the study of marketing – Marketing segmentation – Meaning – Bases for segmentation, benefits – Systems approach – Features of industrial, consumer and services marketing. UNIT 2 Marketing Environment: External factor – Demographic factors – Internal factors – Marketing mix – Four P’s marketing. Consumer Behaviour: Meaning and importance – Consumer buying process – Determinants and theories of consumer behaviour – Psychological, sociological determinants – Theories and their relevance to marketing. Marketing Research: Meaning – Objectives – Procedure. UNIT 3 Product Mix Management: Product planning and development – Meaning and process – Test marketing – Product failures – Product life cycles – Meaning and Stages – Strategies – Meaning PLC. Product-Market Integration: Strategies – Product positioning – Diversification – Product line simplification –Planned obsolescence – Branding Policies and Strategies – Packing. UNIT 4 Price Mix Management: Pricing and pricing policies – Objectives – Procedures – Methods of price fixing – Administered and regulated prices – Pricing and product life cycle – Government control of pricing. UNIT 5 Physical Distribution Mix: Distribution channel policy – Choice of channel – Channel management – Conflict and cooperation in channels – Middlemen functions. UNIT...
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...CONSUMER BEHAVIOUR Application Exercise - II Developing communication for a new brand in skin cream category Submitted to - Prof. S Ramesh Kumar Group 17 Gunjan Kumar Prashant Gutch Kartik Yeleswaram Prashant Singh 1111344 1111345 1111348 1111362 Table of Contents 1. Category and Brand Information ........................................................................................... 2 1.1 Category summary ........................................................................................................................ 2 1.2 Key Brands summary..................................................................................................................... 3 2. Category Analysis & Linkages to concepts ............................................................................. 4 3. Issues Identification ............................................................................................................... 6 4. Selection of Articles ............................................................................................................... 8 5. Addressing the issues using article ...................................................................................... 12 6. Recommendations for new brand communication ............................................................. 16 7. Process Employed ............................................................................................................... 17 8. References ..........
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...Chapter 9 Product: anything that is of value to a consumer and can be offered through a voluntary marketing exchange * includes: services, ideas, people, goods, organizations, people, communities Product Assortment & Product Line Decisions * Product assortment (product mix): the complete set of all products offered by a firm * Product lines: groups of associated items such as those that consumers use together or think of as part of a group of similar items * Product category: an assortment of items that the customer sees as reasonable substitutes for one another * Brand: the name, term, design, symbol, or any other features that identify one sellers good or service as distinct from those of other sellers * Product line breadth: the number of product lines, or variety, offered by the firm * Product line depth: The number of categories within a product line * Stock keeping units (SKUs): individual items within each product category; the smallest unit available for inventory control * Category depth: the number of stock keeping units (SKUs) within a category Change Product Mix Breadth * Increase: to capture new or evolving markets, increase sales, and compete in new venues * Decrease: to address changing market conditions or meet internal strategic priorities Change Product Mix Depth * Increase: to address changing consumer preferences or pre-empt competitors while boosting sales or to serve new target segments...
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... RR1002B37 11009270 COMPANY PROFILE Avon Products, Inc. (NYSE: AVP) is a US cosmetics, perfume and toy seller with markets in over 140 countries across the world and sales of $9.9 billion worldwide as of 2007. AVON PRODUCTS was founded in 1886, Inc. (Avon) is the largest direct seller of beauty and beauty- related products. With $10.7 billion in annual revenues in 2008(up 8% from 2007), Avon and its approximately 42,000 associates now serve valued customers in more than 100 countries worldwide. Our primary distribution channel is direct selling by our more than 5.8 million Avon sales representatives. Together, these ”Avon ladies” as they are affectionately known, help us to reach millions of customers around the world and handle upwards of one billion transactions annually. Company style Avon Products is a multi-level marketing company. The company's chairman and CEO is Andrea Jung, who was promoted to the position in 1999. She has completed a decade as CEO and is the longest tenured female CEO among Fortune 500 companies. Avon uses both door-to-door sales people ("Avon ladies," primarily and a growing number of men) and brochures to advertise its products. In the United States, products may be found through Representatives selling through online shops to customers all over the country. In addition to selling, Avon offers representatives the ability to be involved in the Leadership program, Avon’s...
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...secondary styles. The purpose of this research is expose the facts of the appearance of both Pepsi and Coca Cola in Pakistan in terms of marketing communication. This research is mainly based on the marketing communication in which the purpose is to expose the either company’s marketing communication on the media and contribute the matter to the fact of Pepsi cola’s strong position. The appearance can be better in seen in the physical manner and the marketing communication is the best possible activity for the companies to be apparent to others. Marketing communication in fact cover many aspects as it expose the products as well which can be seen by the public. Pepsi seems stronger in all of the contributed parts than Coke. Pepsi has more brands than Coke...
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...AY 2011 COMPARISON OF MARKETING STRATEGIES BETWEEN JAPANESE AND KOREAN COSMETICS COMPANIES IN THAILAND’S MARKET MATHAVEE REUNGSINPINYA Major in Business Administration GRADUATE SCHOOL OF COMMERCE WASEDA UNIVERSITY 35092351-8 C.E. PROF. GROSSBERG PROF. SUGIURA D.E. PROF. FUJITA Table of Contents CHAPTER 1. SECTION 1. SECTION 2. SECTION 3. SECTION 4. CHAPTER 2. SECTION 1. SECTION 2. SECTION 3. INTRODUCTION ................................................................................... 1 INTRODUCTION ............................................................................................ 1 OBJECTIVE OF THE STUDY........................................................................... 3 RESEARCH METHODOLOGY ......................................................................... 3 STRUCTURE OF PAPER ................................................................................. 4 INDUSTRY ANALYSIS .......................................................................... 5 THAILAND’S COSMETIC MARKET ................................................................. 5 JAPANESE COSMETICS IN THAILAND ........................................................... 8 KOREAN COSMETICS IN THAILAND ........................................................... 10 CHAPTER 3. MARKETING STRATEGIES OF MAJOR JAPANESE AND KOREAN COSMETIC COMPANIES ..............................................................................................14 SECTION 1. JAPANESE...
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...Principle #2: Mass-Produced Word of Mouth (PR) Builds Brands Branding Principle #3: Focused Brands are More Powerful Branding Principle #4: Differentiation is Key Branding Principle #5: The First Brand Advantage Branding Principle #6: Avoid Sub-brands at All Cost Branding Principle #7: Perception vs. Quality Branding Principle #8: Be Consistent and Patient Branding Principle #9: Write Out Your Brand Definition Discovering More Than Just Your Brand About the Author Table of Contents 2 Branding at a Glance By Greg Stine President of Polaris, Inc. The success of a product, service, individual, business, organization, or even a city is based on being perceived as unique. Look at any market leader and you’ll find they each own a place in the consumer’s mind. They have positively differentiated themselves from the rest of the competition. Branding is creating that individual niche in the consumer’s psyche and owning it. More than just marketing, branding is the entire effect that creates a memorable identity. A successful branding program is also based on differentiating yourself as unique. Effective branding creates a perception that there is no other product, service, organization or community quite like yours. Whether the distinction is a result of function, form, ease of use, price or prestige, the consumer believes you offer something exceptional. For example, factors affecting the brand of an organization can be both tangible and intangible...
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