...Introduction In this assignment, we were asked to describe and compare three business organisations operating online. We were also asked to give a brief introduction about each business. I will also be explaining what these online presences mean and then compare the three businesses. I will also be comparing the features of these businesses’ websites and comment on how each business has used their construction features in order to guide and engage the user. I will be doing this with a table to make a clear and neat comparison. 1. Tesco is a multinational grocery and merchandise retailer which was founded in 1919 by Jack Cohen. It is a PLC and is a large business that has 6,351 stores all over Europe, Asia and North America and has 537,784 employees. 2. Just Fab is an online subscription fashion retailer that carries selection of shoes, bags, jewellery and denim. It offers a personalised shopping experience based on members' indicated fashion preferences. 3. British Heart Foundation is a charity organisation in Britain that funds research, education, care and awareness campaigns aimed to prevent heart diseases in humans. Type and explanation | Tesco | Just Fab | British Heart Foundation | BrochurewareShows the price list, opening times of the store and product details. | Tesco shows the different products they have and their prices. They also show the opening times of a certain store. | Just Fab shows the different designs and prices of their products. | BHF...
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...Successful Living” and the “D” logos are always written on Diesel’s campaigns. The licensed products including Diesel shades, shoes, time frames, fragrances and cosmetics, writing tools, and jewelry. Diesel brand image is quite different from the other fashion brands like Armani Jeans and Levi’s. Diesel focuses on values such as freedom, global outlook, creativity, and thoughtfulness, and the iconic brand core values of rebelliousness, irony and irreverence have been transformed into a unique campaign characterized by innovative and creative design. Before the innovation of StyleLab in 1998, the brand portfolio of Diesel consisted of three main product lines: D-Diesel, Diesel Kids, and 55DSL. D-Diesel was the core business line, it mainly focus on denim and the products were characterized by very high quality and durability. The Diesel Kids line was targeted at young people who did not want to be treated like kids. The 55DSL line was targeted at sportswear collection. However, StyleLab, as a new line, was decided to enter the new and attractive market of high casual wear, and focus on people between 25 to 34 years old. The market position The Diesel brand has one of the leading market positions on the jeans clothing market. It is internationally sold, middle class oriented brand with the long history of development. In 1985 Renzo Rosso bought the company and turned Diesel from a simple jeans label into the major fashion brand. Diesel won a lot of advertising industry awards including...
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...Na Bai Prof. Noelle Perez Campaign II Oct. 14th, 2014 The impact of media on marketing campaigns Abstract: Today, the rise of various online media channels has greatly enriched the channels in media than before. How to properly use a variety of media , and how to take advantages of the media are most important issues for companies. This paper analyzes the impact of both offline and online media on marketing campaigns based on “TopShop” case study. Key Words: media, marketing campaign I. Media Category Now the media can be divided into two parts, offline media and online media. In offline media category, there are TV, print media, radio and OOH. While in online media, there are online digital, and social. Offline media has developed for long time, and is kind of mature media. However, online media a only just emerged in recent years, is still developing. A. Offline Media 1. TV. Such as network, cable, market or spot. 2. Print media includes Newspaper, magazines and direct mail. 3. Radio and OOH include billboards, video screens, in-store ads, and cinema. B. Online Media 4. Online digital includes email, tablets, mobile, and video. 5. Social includes blogs and social channels like Facebook, Twitter, and Instagram. II. General overview of the media impact Advertising and marketing campaign of companies definitely work, but exactly how different media channels contribute to the brand is...
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...of an industrial manufacturing textile school, joined forces with a group of textile manufacturers in his region creating the Genesis group. Under the umbrella of this company many brands were launched and nowadays many still remain well known: such as katherine Hamnett, Goldie, martin guy, ten big boys and of course, diesel. In 1985 Rosso took control of the company by buying out the other partners and while being the sole force of the brand the company began its expansion. Without being trained neither in marketing or advertisement, Rosso defined and created the brand from scratch and after few years , in the end of the 80s the brand started to be known as reference in jeans and workwear. Image of one of the first Diesel campaigns launched in 1992 “shortcuts in life” Enric Gili Fort | ID520 Communication Planning | Fall 2005 | Institute of Design, IIT Brand Era Analysis Era 1 Greasy rockabilly 1978-199 Era 2 Quirky urban fashionistas 199-2000 Era 3...
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...people in dealing with their complicate lives and satisfying their fast footstep. To conveniently carry computers and efficiently use them in daily work, increasingly people pursue portability, utility and fashion. So Tablets and Ultrabooks are“born” at the right moment. In order to promote laptops, many manufacturers always campaign on the slogan "it is an Ultrabook" on the margins of Ultrabooks. So in 2011, Intel corporation conceived an Ultrabook and defined as “an Ultrabook ” is a mini notebook computer designed to provide similar or superior computing functionality as that of a standard laptop but with less size, weight and an extended battery life”. Now, the term has extended to refer to a new category of notebook computers that sits somewhere between lightweight laptops and Tablets. However, Tablets and Ultrabooks are obviously different. A Tablet computer, or simply Tablet, is a mobile computer with display, circuitry and battery in a single unit. We know that Tablets are often equipped with sensors, including cameras, microphones and touchscreens, and with finger or stylus gestures replacing computer mouse and keyboard. In this thesis, I will explain the similarity and contrast of Tablets and Ultrabooks. Then you will find the large potential of Ultrabooks. By comparing both of them, I predict that Ultrabooks will be the stronger market leader and replace the latter in the future. Similarity Although consumers have different choices between Tablets and Ultrabooks, there...
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...Ateneo De Manila University Rockwell Center, Makati City GRADUATE SCHOOL OF BUSINESS MBA Program STRATEGIC MANAGEMENT PAPER XTEP Company Advised by: Professor Winnie M. Constantino Prepared by: LIN LI April 11th, 2011 TABLE OF CONTENTS ACKNOWLEDGEMENT………………………………………………………………………………………………………………….4 EXECUTIVE SUMMARY…………………………………………………………………………………………………………………7 I. COMPANY BACKGROUND..………………………………………………………………………………………………..9 1. Xtep Introduction…………………………………………………………………………………………………9 2. Main Brand Introduction………………………………………………………………………………………9 3. Current revenue size and profit……………………………………………………………………………10 4. Target Market……………………………………………………………………………………………………….10 II. RESEARCH METHODOLOGY AND LIMITATION.……………………………………………………………………11 2.1 Research Design……………………………………………………………………………………………………..11 2.2 Scope and Limitation………………………………………………………………………………………………11 III. VISION / MISSION……………………………………………………………………………………………………………..12 IV. EXTERNAL ANALYSIS………………………………………………………………………………………………………….14 1. Economic Performance and Forecasts….…………………................................................14 2. Political and Government Policies Aspects.………………………..………………………………….16 3. Socio-cultural Forces……………………………………………………………………………………………..17 4. Strong Retail Growth……………………………………………………………………………………………..19 5. Sportswear Market in China……………………………………………………………………………………20 ...
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...In 1975, appeal giant Inditex set up the first Zara store in La Coruna, in Northwest Spain. By 2006, Zara had owned 723 stores which hold a selling area of 821,100 square meters around the world. With sales of 3.7 billion dollars in the business year 2005, Zara had developed into Spain’s the most famous fashion brand and the leading brand of Inditex (Kumar, 2006). Zara is one of the most outstanding apparel retail businesses in the world today. Although it is not the biggest, its marginal profits and rates of growth are leading the industry. The purpose of this essay is to analyze what sort of innovation Zara used on its way to success and make comparisons of competing products or processes with its competitors. By analyzing and comparing, it is obvious that the company's success depends on conducting a series of innovations at each one of the parts in the business: fashion-forward design, unique branding strategies, in-house production processes and centralized distribution system. Basically, this essay has been divided into four parts: the first part focus on describing how Zara makes its designs more innovative compare with other appeal retailers. Then, what sort of innovation used in their branding strategies will be discussed. Next, it will consider Zara’s innovation of production process and show an apparent difference of this process among Zara, H&M and the Gap. Finally, it will look at how Zara promotes innovation on their distribution process in to become more fast...
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...University for the Creative Art Directed by Mo Tomaney Written by Yu-Han, Lin (Monica) Date: 19th January 2012 MA Fashion Management and Marketing Introduction Yohji Yamamoto is a Japanese poet, a philosopher of Eastern aesthetics, and as known, he is a fashion designer. When people talk about Yohji Yamamoto, it seems impossible to discuss his early work without referencing Rei Kawakubo. Both of them were born in the war era, obviously, it can be told from their collections that the later stage of the Second World War left some significant influences. Their concept of fashion and design are similar, and also the way they express their concerning about societal and global issues are usually positive. A functional elegance and sobriety is their philosophy. As people know, black is the essential colour they always apply in their every seasonal collection. As Yamamoto explained, “Black is modest and arrogant at the same time…It means that many things go together, yet it takes different aspects in many fabrics…But above all black says…don’t bother me!” (2000 cited in English, 2011: 46) Besides, their attitude about choosing fabrics and respect for the wholeness of the body are similarly severe and carefully. The aesthetic they present is considered very ideological. For example, bias-cutting, irregularly overlapping design, applying washed fabrics and dark colour, anti-fashion, and anti-beauty are all their well-known characteristics. Furthermore, the most important concept they tried...
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...Now a global brand, Uniqlo began international expansion with the opening of the first UK store in 2001, and it is Uniqlo UK which will be the focus of this report. After introducing itself to the UK, it was not long before Uniqlo had 23 stores across England. However, the brand's simple designs did not prove popular and within two years 18 stores were closed (Marketing, 2007). Since its relaunch in 2007, Uniqlo UK has been gaining momentum, but it still has a long way to go towards becoming a leading fashion retailer in Britain. Consequently, this report aims to further this momentum through the development of a new integrated marketing communications campaign which would be implemented in 2010. Summary Context Analysis Customer Context Segment Characteristics Uniqlo currently targets a very wide audience, describing its key demographics as: Male and female; Fashion-conscious; Cost-aware; and aged between 16 and 96! (UNIQLO UK) Calgary Avansino, Executive Fashion Editor of Vogue magazine, has personally experienced the wide appeal of the Japanese brand. She said, “the store is for a young customer but at the same time I went with my mum who is 60 and she bought the skinny jeans in taupe and burgundy” (The Independent, 2009). However, the lack of focus which comes with having such broad segmentation results in an unclear brand identity, thus making it harder for Uniqlo to stand out. Brand Awareness, Perception & Attitudes Awareness Every single one of Uniqlo's...
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...make a first impression. A person is judged by what they wear and how they look. For example, it is probable that many people would perceive a person wearing ratty clothes as uneducated and irresponsible while a person looking pristine in a designer ensemble is assumed to be intelligent and successful. In every city, there are multiple fashion brands with different styles and ranges of apparel and accessories. Every season, new styles and designs are created which influence society. It appears as if more types of clothing exist than the actual number of people. With so many different alternatives of fashion, the fashion industry is trying to please too many customers with variety. There are currently various styles to choose from, and the clothes people wear categorize or label them long before they realize it. The three fashion brands that will be analyzed extensively are Chanel, Nike, and Hot Topic. These brands have apparel but are completely different in their target audience. Chanel is a prestigious high-fashion brand; Nike is a popular athletic line; Hot Topic is musically and artistically edgier with a smaller target audience between the three. With these apparel brands, a person wearing each would be labeled or even stereotyped. One wearing a Chanel’s 2012 Spring/Summer ready-to-wear designer outfit with a white jacket, lambskin dress with pearls, and a glass pearl belt would be labeled as rich, successful, and intelligent. Another wearing Nike running apparel consisting...
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...EXECUTIVE SUMMARY The main purpose of this report it to provide an analysis and evaluation of the role of the Internet on the fashion industry as well as comparing and contrasting the e-marketing mix strategies of two competing e-businesses Nike Inc and Sass & Bide. Firstly, the report will critically analysis the roles of the Internet on the Fashion Industry. Secondly, the report will highlight ways in which the Internet has significantly changed the way the Fashion industry operates. Thirdly, the report will analysis and compare the product mix strategies of both Nike and Sass & Bide. Fourthly, the report will analysis and compare the price mix strategies of both Nike and Sass & Bide. Fifthly, the report will analysis and compare the promotion mix strategies of both Nike and Sass & Bide. Sixthly, the report will analysis and compare the place mix strategies of both Nike and Sass & Bide. Seventhly, the report will summarise the key findings from the analysis of Nike and Sass & Bide. Lastly, the report will outline whether superior marketing mix strategies are found in either Nike or Sass & Bide. * The report is successful in highlighting the varied roles the Internet has within the Fashion industry and how it has significantly changed the way the industry operates. * The report demonstrates differences between the e-marketing mix strategies of Nike and Sass & Bide that allow each business to have success, profitability...
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...➢ Major Facts: Zara is a fashion company based in Europe, the case goes over a lot of different areas of the business. Everything from how they operate differently than their competitors, their outdated IT systems, and where they plan to go in the future. The case shows many strategies Zara has taken in order to become successful in Fashion industry, having a customer’s driven process, agility, retail power, and a successful supply chain. As in the case, managing a supply chain in the fashion industry is extremely difficult. Customers’ wants and trends are constantly changing, and suppliers have to be ready for those changes at anytime in order to work with Zara. Zara, one of the brands of Inditex and most profitable, was established in 1975. It has become well known for their fashion designing and manufacturing efficiencies. The company has developed into the leader of highest profit margins comparing to its competitors, also being one of the most famous fashion companies know by consumers. It’s a Spanish based company, manufacturing all of their products in Europe, later distributing them all across the world to their retail stores. Inditex group has set up strategies for Zara to follow when first creating the company, and now with the operations. Stating that “Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts”. For each of their retail store the approach has been focused, “at...
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...Statement of Purpose Swatch (‗Swiss‘ + ‗watch‘) watches, created under the management of Nicolas Hayek, are fashion statements and pop-culture icons. They feature witty, outlandish designs that use intense colors and are youthful, provocative, stylish, and unpredictable. The 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...
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...American University of Science and Technology Marketing Management Project ZARA Group Members : -Fadi Nehme -Lilian Shazbeck -Ibrahim Sawma -Lama Snih -Rim El Sandid 2015-2016 Table of Content Executive summary 3 I. History and Back ground 4 II. Mission and Vision 5 III. External and Internal Assessment 7 IV. Market and Marketing Strategy 11 V. Competitors 17 VI. Finances and Prices 23 VII. Distribution and Warehousing 29 VIII. Promotion Mix 30 IX. Sales Forecasting 33 X. Action Plan 36 XI. Production 38 Reference 39 Zara Executive Summary Zara, a prominent name in the world of clothing has been successful ever since its founding in the year 1975. As the market demands began to shift towards a quick response rate and increased competition, Zara had to continuously restructure its strategy to best suit the needs of its industry. Through the careful analysis and external research; internet and multiple databases, the history of Zara revealed that Zara’s marketing strategies and market approach are outdated especially compared to the digital world we are living in. Moreover, the competition present within the industry i.e. Zara’s main competitors, were scrutinized in order to determine the plausibility of their current strategies compared to that of their competitors. Multiple internal and external investigations were undertaken...
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...In this task, I am going to be describing and comparing how marketing techniques are used to market products in two organisations. The first organisation I will be talking about is Apple, and the second being Coca Cola. Marketing means that a business will identify the needs of the consumer and produce products that meet the requirements of them. In order for a business to perform and succeed, it needs to make sure that their customers are at the heart of operations. Should businesses do this, it would mean that they are market-orientated. As well as this, there are other forms of orientation for business. These include; * The production concept * The sales concept When a business uses a marketing concept, and putting customers at the heart of decisions. By doing this, a business operates more efficiently by prioritising investments on product development for the customers. Objectives In order for a business to grow and succeed, it is essential that it has its objectives outlined. The first aim a business will have when it starts out, is to survive. Once this goal has been achieved, it means that they can now focus on growth objectives, which means that they can focus on increasing market share and increasing profits. When businesses set objectives, they follow SMART guidelines. SMART stands for; * Specific – The objective must be clear and concise * Measureable – Objectives must be able to assess properly * Achievable – The objective needs to be reasonable...
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