...Repositioning could help the company stay relevant to compete against competitor or to attract new customers. In this write-up, I focus on the later purpose and analyze the benefit of Victoria Secret Company from repositioning their brand to attract the older customer segment and international markets. About Victoria’s Secret Victoria Secret is the leading specialty retailer of women’s intimate and other apparel with fashion-inspired collections, prestige fragrances and cosmetics, celebrated supermodels and world-famous runway shows. It’s a segment under the mother company Limited Brands. The brand is targeted to the late-teen and college-age woman with Victoria’s Secret Pink and sexy product lines, such as Angels, Very Sexy and Body by Victoria. The company established brand associations of young, sexy and unique. 4Ps Product: Sexy, colorful and young design Price: Average, no premium Place: Pink decorated store chain, young and dreamy theme Promotion: Heavy traditional advertising on TV and prints. The company also held globally famous specialty fashion shows “Victoria’s Secret Show” annually with their exclusive models known as Angels. Customer base Victoria’s Secret’s targeted customers are young women at age of 16 to 40. The company has repositioned the brand in 2007 to appeal to younger customers who are college and young teen ladies with the sub-brand Pink . They started with separate special Pink stores but now already turned almost all Victoria’s...
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...China Media Research, 9(3), 2013, Zheng, Case Study of Audi’s Brand Repositioning in China A Case Study of Audi’s Brand Repositioning in China Lu Zheng University of Florida Abstract: Based on a comprehensive review of Audi’s press releases published from 1999 to 2007 and in-depth interviews with Audi’s public relations professionals, this case study identified media relations, event sponsorship, and corporate social responsibility as Audi’s main public relations strategies for its brand repositioning in the Chinese market. Each strategy and related tactics were first illustrated by specific examples and then surveyed in light of contemporary public relations and mass communication theories. [China Media Research. 2013; 9(3): 64-73] Key words: Audi, brand, reposition Introduction Audi, a subsidiary of German car manufacturer Volkswagen, entered the Chinese automobile market in 1988. In the late 1990s, or one decade after its China debut, Audi, with the help of Ruder Finn, a New-York based independent PR firm, began to implement a brand repositioning strategy in China. By the mid-2000s, thanks to its unremitting PR efforts, Audi has successfully repositioned itself from a government car brand to a premium car brand targeting successful business professionals (Ruder Finn, 2007). Since the launching of its China production in 1988, Audi was designated as the “premium government car brand” dedicated to serve high-rank government officials. In contrast, middle and low ranking government...
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...organization. It reaches a particular target market in order to attain set profitability and sales. Marketing has a broad variety of ideas and activities thus focusing on one definition may be an impossible task. It clings on the fact that marketing is majorly concerned with an organizations products and its customers within a given target market (Bessen, 2011). All companies around the world market engage in marketing activities enabling them have required sales and profits. Blackberry Company is one such company because it is among the top ranked telecommunications with the differentiated products and services. ( Bessen, 2011) Blackberry repositioning can be fulfilled through price, distribution, promotion, physical change or aiming it at a different target market. Product promotion and aiming different target are more efficient in repositioning campaign of BlackBerry. “By introducing the products to countries without it, it reassures the countries that it is...
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...changed their brand name from Aktel to Robi. They also changed the logo and slogan of their brand. By doing this they tried to reach the customer specially who lives in village. Measuring the effectiveness of their rebranding is essential as it has already been passed one year after rebranding. Customer’s perception is essential to measure for this purpose. We have conducted our research by analytical survey method, administered in person at different places of rural and urban areas of Dhaka. Survey allows us to easily collect information on and analyze more data and variables than can easily be done in experimental settings. Regression analysis method has been used to analyze the data. We have used a set of independent variable and a dependent variable. Independent variables include: * Attractiveness * Meaningfulness * Repositioning effectiveness * Brand feeling And the dependent variable is: * Brand Loyalty Metric data has been used for analysis. Questionnaire has been prepared on the basis of 9 point likert scale. Regression analysis has been used for data analysis. Survey was conducted among 50 respondents from rural and city areas. By conducting regression analysis we can come to the following conclusions: i. Changes in brand elements affect brand loyalty ii. Brand elements have significant effect on brand loyalty collectively iii. However individually most of the elements have little influence over the brand loyalty. ...
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...are two options to see whether sales will increase by maintain the current position in repositioning the same motorcycle or building a new motorcycle that would entice a younger consumer. The solution that I have recommended for the Cruiser Thorr is to reposition the Cruiser Thorr by providing financing options and increase services. The lifestyle, the quality of the engineering. I have decided to maintain the price, but offer financial services. The Thorr Motorcycles is a 5 billion dollar company that manufactures motorcycles, they also sell licensed products of their brand such as shoes, t-shirts, toys, leather clothing, and etc. Thorr Motorcycles sells a couple hundred thousand units per year and they are growing every day. They are able to sell so many units due to their high brand image in the market. Thorr Motorcycles provides rider training, motorcycle rentals, dealer training and dealer software services. The Thorr Motorcycles concentrate on three main objectives that can construct perceptual map, create a marketing plan with a budget and see if the parameter values for the future of Thorr Motorcycles. I believe maintaining the price and offering financial services will give those without the disposable income actually be able to own or lease such vehicle that without financial services would not be able to afford such a motorcycle that is globally known for its quality and brand name. Other solutions that I suggested was that they hold events for the...
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...field and doing fabulously without any suggestions. Chapter 11; Question 2: When looking into companies that have repositioned themselves over the years, research shows Apple has done so successfully as a digital lifestyle provider. With that said, Apple is in no way unsuccessful, we all know they are not, it’s everywhere you look, everywhere you turn, you see Apple products and their success is outstanding. However, the vast majority of their success goes back to their consistent repositioning. As a company grows, their product lines need expanding and marketing conditions change, or the marketing team would often find themselves with a company brand image that no longer reflects who they are or what they do. Apple had to expand beyond its original core product of computers, but that didn’t mean they needed to change the name. According to one article researched it stated: “They simply dropped the word “Computers” and shifted the message to “Think Different.” They no longer position their brand as a “computer company” but more as a cool digital lifestyle provider.” Again, choosing this extremely high...
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...Segmentation, Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment andcommunicating that we have made the choice to distinguish ourselves that way. Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds true that “You can’t be all things to all people,” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. Generically, there are three approaches to marketing. In the undifferentiatedstrategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. This may work when the product is a standard one where one competitor really can’t offer much that another one can’t. Usually, this is the case only for commodities. In the concentratedstrategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, Southwest Airlines focuses on price sensitive consumers who will forego meals and assigned seating for low...
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...Segmentation, Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment andcommunicating that we have made the choice to distinguish ourselves that way. Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds true that “You can’t be all things to all people,” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. Generically, there are three approaches to marketing. In the undifferentiatedstrategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. This may work when the product is a standard one where one competitor really can’t offer much that another one can’t. Usually, this is the case only for commodities. In the concentratedstrategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, Southwest Airlines focuses on price sensitive consumers who will forego meals and assigned seating for low prices...
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...------------------------------------------------- DISSCUSS HOW wAITROSE hAS COMBAINED EACH OF THE SEVEN ELEMENTS IDENTIFIED BY JOBBER TO BUILD IT SUCCESSFUL BRAND This report will discuss how Waitrose successfully combined the seven elements identified by Jobber to build its well know brand. Waitrose, an upmarket British food retailer is the food retail division of Britain’s largest employee owned retailer, the John Lewis Partnership. With over 300 branches across the UK, including 30 “little Waitrose” convenience stores (John Lewis, 2013), Waitrose holds 4.9% share of the market; hence standing as the sixth-largest grocery retailer in the UK (UK Kantar, 2013). Waitrose sells over 18,000 products, from food to entertainment etc. it also provides an online service through its subsidiary, Waitrose.com and Ocado.com. Kotler et al (2008) identified a brand as an identity of a specific product, service and/or business; therefore, it must be thoughtfully developed and managed. In order to build and manage a successful brand, Jobber (2010a) identified seven elements: Positioning; Repositioning; Long-Term Perspective; Internal marketing; Being first; Well-blended communication and Quality. 1. Quality: Jobber (2010b) explains that it is very important for companies to build quality in its core products; as he suggest non-quality product is the key, foremost reason for brand failure. Waitrose focuses on food and drinks as its core product. Therefore, it is committed to bring the best quality food and...
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...What makes the Samsung brand successful? Marketing has been defined by The Chartered Institute of Marketing (2001) as …“the management process responsible for identifying, anticipating, and satisfying customer requirements profitably”… This essay will focus on the technology sector and attempt to uncover what makes the Samsung brand successful. Using key marketing theories of branding concept, brand equity and brand positioning in a logical order it will critically evaluate these concepts in the context of the chosen brand. Supporting academic theories, relevant brand examples and critical evaluation will be offered throughout each of the theories explored. In conclusion, a summary of these theories will be discussed in relation to the success of the brand. Founded in Suwon , Korea in 1969, Samsung electronics has arguably grown to become one of the most successful companies of modern times. In 1993 chairman Lee Kun Hee laid out his vision for the future and what the company had to do to achieve success. It was to become a global leader in consumer electronics by focusing on creating high quality premium products. By 2012 Samsung had established itself as the world’s largest information technology company for revenues standing at $200 billion with 236,000 employees in 79 countries. It currently holds No.1 global market share for 13 of its products. Its marketing spend for 2012 was $4 billion - 4 times that of its nearest competitor, Apple. Branding is used by companies...
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...1. Campaign Title and time/date of the campaign: Canadian Club: Repositioning a Dormant Brand in 2007. 2. Situation Analysis: As we saw: The decline in sales was attributed to several factors including frequent changes in ownership, erosion of the brand value of CC, the entry of new brands in the market, change in consumers’ preference for vodka-based drinks, etc. According to industry observers, one of the major factors that contributed to the drop in sales was low brand awareness among customers, especially the younger generation. A shrinking advertising budget and weakening of marketing efforts had resulted in consumers forgetting the CC brand, experts pointed out. Moreover, from being ranked among the top ten spirits in the world in terms of sales in 1985 to reaching 36th position in 2007 showed that the brand needed a revival, according to them. The weak postion was attributed to the decline in CC’s quaartely sales over a period of 17 years. To add to its troubles, its arch-rival, Crown Royal captured CC’s former place in the top ten spirit brands in the world. 3. Campaign Goal: While the goal is to increase the sales of alcohol. It was very clear and relevant. 4. Campaign Publics: What were the publics this campaign targeted? Were they segmented? How? What would you do differently with regard to targeting and segmenting of publics? The campaign targeted younger males other than the traditional 40-plus consumers. Then essence of the campaign was...
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...Andersen Consulting was a new branch of Andersen Accounting in 1989. Andersen Consulting faced a difficult task of positioning itself in the information technology marketing while also forging an identity separate from its accounting heritage. The challenge was to retain the positive aspects of the brand equity and break away from the limitations associated with an accounting brand. Originally, Andersen Consulting did not offer innovative solutions, which caused it difficulty in establishing a presence in the technology world. With its expertise in marketing and communications, Andersen Consulting quickly set apart from its competitors like IBM or McKinsey. It used sophisticated marketing strategies and advertising campaign for its name position and image. Eventually, this led Andersen to become the world’s largest management and technology-consulting firm. After a while, Andersen Consulting decided to seek independence as a separate company from Arthur Andersen. It was granted its independence in 2000, but as part of the ruling granting its independence, the license to use the Andersen Consulting name was to expire December 31 2000. After spending $7 billion in building the brand over many years, it now had to find, implement, and introduce to the world a new name in a matter of months. This rebranding coincided with a new positioning that reflected the organization’s further growth and broadened capabilities. History In 1913, Northwestern University economics professor...
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...CASE STUDY ANALYSIS AVON PRODUCTS, INC. Time Frame: 1999-2000 Submitted by; Koseki, Shota C. PROBLEM: • The main problem faced is the lack of experience and expertise by the CEO Andrea Jung where by company significantly lack of innovative strategy to attract customers and achieve organizational goal. Vision • "To be the company that best understands and satisfies the product, service and self-fulfillment needs of women - globally." Mission • The Global Beauty Leader we will build a unique portfolio of Beauty and related brands, striving to surpass our competitors in quality, innovation and value, and elevating our image to become the Beauty Company most women turn to worldwide. The Women's Choice for Buying We will become the destination store for women, offering the convenience of multiple brands and channels, and providing a personal high touch shopping experience that helps create lifelong customer relationships. The Most Admired Company we will deliver superior returns to our shareholders by tirelessly pursuing new growth opportunities while continually improving our profitability, a socially responsible, ethical company that is watched and emulated as a model of success. OBJECTIVE: • To serve families throughout the world with products of the highest quality backed by a guarantee of satisfaction • To render a service to customers that is outstanding in its helpfulness...
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...Caferoma’s Problems For your consideration, we held an internal meeting on January 10 regarding Caferoma’s problems. Among the problems are due to brand loyalty, price and copied product. Therefore, below are the suggestion that have been agreed in the meeting last week. Repositioning the product Segment - variety the target market, make it suitable for different necessity. Taste - add new flavors such as mocha, vanilla, espresso, etc. - Packaging - design a new packaging which more attractive, fresh look, simple and classic. Pricing Reduce the price by, say, 20% to 30% to make it more competitive. Hence, it represents affordable brand. Advertising Hire a prominence individual to be brand ambassador. Give trial version at hypermarkets as a promotion for new flavors suggested above. Run a new advertising campaign that create awareness of brand’s new look and flavors. Multiple Brand Give minor product changes, under different brand names at lower prices. Own label products Makes an agreement with hypermarkets to sell Caferoma’s coffee under their own labels. A new product Create a new product either coffee or decaffeinated product under the Caferoma brand. Stretching the brand Selects few manufacturers of coffee equipment such as cafetieres, percolators, coffee machines, etc to use Caferoma brand on their goods. As a Marketing Manager, I would like to hear your feedbacks from the suggestion above. A quick response will be helpful for Marketing...
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...BRAND WELCOME TO GROUP MEMBERS ANJU NIXON PAUL LAYANA ANTONY RAMEEZ BELJOHN SEBASTIAN THOMAS HISTORY OF WATCHES 1485-Leonardo-da-vinci sketches a fuse for a clock. 1500’s-Germeny-Peter Henlein creates the first pocket watch. Early 1600’s-Forms watches became popular. 1735-watch makers began using enamel on the dials. 1820-Thomas prest registers a patent for self winding watch. 1914-Eterna introduces the first wrist watch with an alarm. 1929-First anti magnetic watch created by Tissot. 1999-Casio innovates with the first wrist watch with a built in global Positioning system. Before wrist watches become popular in the 1920’s, most watches were pocket watches, which often had covers and were carried in a pocket and attached to a watch chain or watch fob. Indian watch Industry began in the year 1961 by HMT (Hindustan machine tools ltd). INDIAN WATCH INDUSTRY @ GLANCE The first Watch model manufactured by HMT was JANATA Model. HMT was the leader in the market till TITAN Came. Indian Watch Buyers are very price sensitive. The major barrier to the entry to Indian watch market is to build a brand image and price competitively. SEGMENTATION OF WATCH INDUSTRY SEGMENTATION BASED ON PRICE OF WATCH Mass (Rs.350-600), INDUSTRY Popular (Rs.600-900), Premium (Rs.900-1500), Super-premium (Rs.1500-8000) Connoisseur segments (above Rs.8000) BASED ON USER CATEGORY SEGMENTATION (Cont…) Men’s watches Women’s watches Youth...
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