...[pic] Case study: Diesel for successful living Marketing Basics of Introduction Diesel is an Italian casual wear company, it was founded by Renzo Rosso and best known for its cult Diesel jeans and ironic advertising. Diesel targeted people with a teenage-spirited lifestyle, mostly, focused on 16 to 25 years old. The slogan “Diesel for 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...
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...different jeans models and would give each pair to friends or sell them at school for about 3500 lire[1] (equivalent of 1,80 Euro in current prices).[5] In 1973 he began studying Economics at the University of Venice, where in addition to helping his father on the farm, he also financed his studies by working as a mechanic and as a carpenter. Diesel[edit] Beginnings of Diesel[edit] Diesel logo Rosso dropped out of the University of Venice in 1975 and began to work as a Production Manager at Moltex, a local clothing manufacturer that produced trousers for various Italian clothing labels. Moltex' parent company, the Genius Group, was run by Adriano Goldschmied who would eventually become Rosso's mentor and future business partner. During Rosso's first two years at Moltex the company grew rapidly. In 1978, after Rosso had managed to increase the company's production beyond what Goldschmied actually considered possible, Rosso wanted to leave the company in order to start a new business on his own. However, Goldschmied convinced Rosso to stay by offering him a 40% stake in Moltex and by agreeing to form a new company together, thus forming Diesel.[5] Following the new partnership, Rosso also became shareholder of the Genius Group, which gathered brands such as Replay,...
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...DIESEL case study “Branded hedonism” Enric Gili Fort | ID520 Communication Planning | Fall 2005 | Institute of Design, IIT Enric Gili Fort Design Planning track ID520 Communication Planning Fall 2005 Institute of Design, IIT Chicago, IL 2 Table of contents 1. Era Analysis 4 • Era analysis • Competitive Analysis 2. Brand portfolio architecture 10 3. Brand identity beyond names and marks 12 4. Communication approaches and assets 16 •Identifying communication assets •Marketing Approach 5. Communication considerations and modes 22 •Framing of terms of comparison and key messages •Analysis of a communication • Webography and appendix 24 1. Era and competitive analysis Era analysis Diesel jeans started in 1978 when Renzo Rosso, after being designing his own clothes for several years and after graduating 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...
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...Diesel SWOT Analysis, USP & Competitors Posted in Lifestyle and Retail, Total Reads: 8670 > Advertisements SWOT Analysis of Diesel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis Diesel Parent Company Diesel S.p.A. Category Apparel and Accessories Sector Lifestyle and Retail Tagline/ Slogan For Successful Living USP Complete lifestyle brand STP Segment Young men , women and children who are very fashion conscious Target Group Urban upper-middle and upper class Positioning A complete fashionable lifestyle brand SWOT Analysis 1.A complete lifestyle brand known for its luxury and pret-a-porter clothing aimed at young adult market 2. The exclusiveness strategy which saw them intentionally shrink from 10000 points of sale 5000 points of sale 3. Strong advertising strategy which sees them building stories around pictures. 4. One of the first clothing companies to have a major presence on the internet since 1995 Strengths 5.The diversification into other merchandise like sunglasses ,watches, perfumes, footwear makes it a complete lifestyle brand 6. Has over 2500 employees serving in 80 countries 7. Apart from clothing, it offers watches, footwear, perfumes etc Weaknesses 1.Their main product Diesel jeans is expensive and only available to a select few 2.Majority of sales revenues come from designer jeans. A slight dip in the demand of it may see a major drop...
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...nuclear power plant resulted in loss of electricity, disabling of emergency generators and the disabling of the diesel generators that normally kept down the cooling system and it wasn’t quite successful in providing water and food supplies for people because it was contaminated. The International Atomic Energy said in a statement that “diesel generators that normally would have kept cooling systems running at Fukushima had been disabled by tsunami flooding”. Some people are still debating on whether or not they should accept any food product from Japan. Imports of raw beef from Japan, including premium Kobe beef, have been suspended since last April, because of concerns about foot and mouth disease, according to a spokesman for the United States Department of Agriculture. Poultry and egg imports are barred because the Agriculture Department has not determined that Japan has a sufficient inspection system for those products. Transportations services were shut down during this incident. People were trying to make their way out of this huge disaster but it was not successful. “I never experienced such a strong earthquake in my life,” said Toshiaki Takahashi, 49, an official at Sendai City Hall. “I thought it would stop, but it just kept shaking and shaking, and getting stronger.” This earthquake destroyed families property, disrupted their power, moved their homes, interrupted everyday interaction. When people are in real danger it is not that easy to get away. A lot of people...
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...Communicatieplan Managementsamenvatting Diesel is een internationaal merk , dat op globaal niveau campagnes laat ontwikkelen. Men gebruikt richtlijnen op het gebied van campagneontwikkeling en –uitvoer, toch komt het regelmatig voor dat dit op lokaal niveau mis gaat. De campagnes voldoen dan niet of te weinig aan de kernwaarden van Diesel. Diesel is een onderscheidend en vernieuwend merk. Men komt met innovatieve collectie op de markt waar tegendraadse campagnes worden gekoppeld. Het imago staat dan ook bekent als rebellerend. Diesel identificeert zich met de levensstijl van haar doelgroep. De gebruikte afbeeldingen vertegenwoordigen de associaties die men bij het merk heeft, namelijk rebels, jong en nonchalant. Daarnaast zijn zij bedoeld om het individu aan te spreken, niet de massa. Diesel start als een merk dat innovatieve vrijetijdskleding en jeans op de markt brengt, maar is in de loop der tijd uitgegroeid tot een modemerk met een uitgebreide collectie. De producten van Diesel zijn niet trendvolgend, maar trend zettend en innovatief. Het huidige product van Diesel is een breed assortiment van kleding, accessoires, schoeisel, ondermode en cosmetica. Diesel is voornamelijk gericht op jongeren met een onafhankelijke geest die zich door middel van hun kleding willen onderscheiden. Dit betekent niet dat Diesel zich specifiek op de jongerenmarkt richt. Diesel is met name gericht op mensen die jong van geest zijn en zich individueel durven te onderscheiden. Leeftijd...
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...arrangements and procedures. Technologies significantly affect human as well as other animal species' ability to control and adapt to their natural environments. Rudolf Diesel and his invention diesel engine is the object of the paper. The goal of the paper is to analize this invention, talk about Rudolf Diesel and his theory of diesel engine, its advantages and disadvantages, types and working principles. The diesel engines of today are refined and improved versions of Rudolf Diesel's original concept. They are often used in submarines, ships, locomotives, and large trucks and in electric generating plants. Technology has affected society and its surroundings in a number of ways. In many societies, technology has helped develop more advancedeconomies (including today's global economy) and has allowed the rise of a leisure class. Many technological processes produce unwanted by-products, known as pollution, and deplete natural resources, to the detriment of the Earth and its environment. Contents INTRODUCTION 4 1. Rudofl Diesel. Biography 5 2. HISTORY 6 3. How diesel engines work 7 3.1. Early fuel injection systems 7 3.2. Mechanical and electronic injection 8 3.3. Direct injection 8 4. Types 9 4.1. Size Groups. 9 4.2. Basic Types of Diesel Engines 9 4.3. Gas generator 10 4.4. Modern High- and Medium-speed Engines 10 5. Advantages and disadvantages versus spark-ignition...
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...In the continuously changing environment, innovation is very important for the advancement of society and making the life better and simpler. New and innovative products increase the standard of living by providing the opportunities to improve the lives. With the advent of globalization and outsourcing, the need for innovation has increased. This is because of the increase in competition whereby all the small and big firms are operating at the same platform. According to Peter Ducker, if the company lost the ability of innovation then soon the company have to face the decline stage and the extinction in the business market (Goldhar and Berg, 2010) . In order to survive the organizations need to offer more than the good product in order to survive and this zeal to improve require the innovation in processes and management which helps in reducing the cost or improving the productivity. Innovation is the only tool with the help of which the organization can maintain its position in the competitive market and stay one step ahead of its competitors. It is the only way that creates the differentiation with the customers. Moreover, customers prefer the products which make their life simpler and this is possible with the continual improvement in product or processes. Being first in the market with the new product gives the significant advantage in building the customer base. The term Operational Strategy is defined as, “the total pattern of decisions which shape the long term capabilities...
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...So for the country as a whole, viewing Nunavut as Canada's last frontier will probably lead to slight economic growth as there is bound to be natural resources in the region. The opening of the North West passage-shipping route due to climate change will change the landscape of global trade. This passage will lead too much shorter shipping times between Asia, the North American West coast and Europe. This may be seen as a good thing as it will lead to jobs for the local peoples, however, this may lead higher cost of living and realistic prices, forcing the native peoples to assimilate to this new way of living and these newly available jobs. Also, resource jobs are highly dependent on the market, which may lead to companies coming in for 5-10 years and leaving once the price of the resource drops, leaving the community...
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...Understanding Honda Amaze Market Segmentation Marketing Report This report demonstrates the understanding of the concepts of marketing and applying them in the real time as discussed in this report in the form a finished product, i.e. Honda Amaze 2015 Mohit Sehrawat | Nishant Mohan | Piyush Srivastava Rahul Bansal | Rajat Sood | Sonal Rawat IIM Lucknow – WMP 2014 - 17 1/18/2015 Contents 1. Introduction 2 Honda Cars India: Company Profile 2 Honda Amaze 3 2. Competition 6 Price Comparison of the segment ex-showroom at Delhi: 7 Features Comparison: 8 Sales Data: Amaze viz-a-viz Competitors 10 Sales & Service Network: Amaze viz-a-viz its major competitor 10 3. Consumer Behaviour: Factors effecting Decision Making & Purchase 11 Purchase Decision Process 11 Broad Classification of Consumer Behaviour: 13 Factors effecting Consumer Buying Behaviour for Automobiles 14 4. SWOT Analysis of Honda Amaze 17 5. Segmentation-Targeting-Positioning of Honda Amaze: 18 SEGMENTATON 18 TARGETING 18 POSITIONING 18 6. Questionnaire- Honda Amaze Customers 19 7. Conclusion 21 8. References 22 9. Appendix 23 Herzberg’s Theory 24 Perception 24 Learning & Memory 24 1. Introduction Honda Cars India: Company Profile Honda Cars India Ltd., (HCIL) is a leading manufacturer of premium cars in India. The Company was established in 1995 with a commitment to provide Honda’s latest passenger car models and Technologies, to...
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...environmental disasters. Such perceptions are understandable as they are often fuelled by distressing images of oiled animals and other wildlife. More than 8,000 birds, sea turtles, and marine mammals were found injured or dead in the six months after the spill. In the months following the Gulf oil disaster, wildlife managers, rescue crews, scientists and researchers saw many immediate impacts of the oil impacting wildlife. Though oil is no longer readily visible on the surface, it isn’t gone. Scientists have found significant amounts on the Gulf floor, and the oil that has already washed into wetlands and beaches will likely persist for years. We likely will not see the full extent of impacts for many years, which makes creating and implementing successful restoration plans a serious challenge. Here is a list of some animals that were affected by the oil spill: * Sick Dolphins - As part of the official investigation into impacts of the Deepwater Horizon disaster, a team of scientists did comprehensive physicals on dolphins in Barataria Bay in 2011, a heavily-oiled area of the Louisiana coast. Nearly half the dolphins studied were very ill, 17 percent of the dolphins were not expected to survive. * Sea Turtles Stranding at 5x Normal Rates - Data from the Sea Turtle Stranding and Salvage Network indicates that between 1986 and 2011 and an average of nearly 100 sea turtles were found stranded annually in the oil...
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...to Beck (2014), since 2007, Cambodia’s overall energy consumption has outweighed domestic production (cited in Willim J. Schulte, n.d). As a result, Sim (2014) stated that Cambodia imports up to 60% of energy that it consumes and has the highest electricity prices in the region (cited in Willim J. Schulte, n.d). Beck also stated that almost 90% of Cambodia’s domestic power plants use imported light diesel and heavy fuel oil to produce energy. Since these fuels are costly and unreliable, Cambodia has to turn to hydropower as the key to secure its sustainable development. In 2009, only 4% of Cambodia’s electricity was produced by hydropower (cited in Willim J. Schulte, n.d). However, the development of hydroelectric potential in the Great Mekong Sub-region aims to increase hydroelectric power to account for 77% of Cambodia’s total electric generating capacity by 2030. To reach this goal, Cambodia plans to construct 10 dams between 2010 and 2019, which will add 2,045MW of capacity (William J. Schulte, n.d). Even though there are some barriers in this sector, it may be still a successful step towards sustainable renewable energy development in Cambodia. According to a report by MIME and the Cambodian National Mekong Committee (CNMC) (2013), there are 60 possible sites for developing hydropower in Cambodia, and the total energy generating potential is estimated at 10,000MW, of which 50% is on the mainstream Mekong, 40% on its tributaries and 10% in the southwest outside the Mekong basin...
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...obtained from vegetable oils (both edible and non-edible) and from animal fat. Jatropha curcas Linnaeus, a multipurpose plant, contains high amount of oil in its seeds which can be converted to biodiesel. J. curcas is probably the most highly promoted oilseed crop at present in the world. The availability and sustainability of sufficient supplies of less expensive feedstock in the form of vegetable oils, particularly J. curcas and efficient processing technology to biodiesel will be crucial determinants of delivering a competitive biodiesel. Oil contents, physicochemical properties, fatty acid composition of J. curcas reported in literature are provided in this review. The fuel properties of Jatropha biodiesel are comparable to those of fossil diesel and confirm to the American and European standards. The objective of this review is to give an update on the J. curcas L. plant, the production of biodiesel from the seed oil and research attempts to improve the technology of converting vegetable oil to biodiesel and the fuel properties of the Jatropha biodiesel. The technological methods that can be used to produce biodiesel are presented together with their advantages and disadvantages. The use of lipase as biotechnological solution to alkali and acid...
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...Fashioning an identity ‘In a lot of ways, branding is simply telling a story.’ Exploring the fashion world occasionally feels like gate-crashing an exclusive club. At least, that’s the sensation I experience as I climb a spiral staircase in a building near Place Vendôme – the grand Parisian square that is home to the Ritz. César Ritz opened his celebrated hotel on 1 June 1898, and its rich patrons attracted the attentions of Cartier, Boucheron, Van Cleef & Arpels, and the other jewellery and luxury goods boutiques that crowd the square. This particular building is the headquarters of a publishing firm, but its location is entirely appropriate. Over the past ten years, Assouline has published a series of glossy books, each minutely dissecting the history of a legendary designer label. With offices in Paris, London and New York, it has become a luxury brand in its own right. I reckon that here, at least, I should get my first insight into what makes a fashion icon. As so often on these occasions, the claustrophobic staircase and labyrinthine corridors of the old building lead to a large office, with a bright picture window overlooking the potted trees and shrubs in the courtyard. Martine Assouline, an elegant French woman, sits me down at a glossy slab-like table and considers her response to my question. ‘At the moment we are in a period where the brand has an exaggerated importance,’ she tells me. ‘Designers like Tom Ford, John Galliano and Marc Jacobs injected new...
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...paper will evaluate all aspects of Caterpillar’s organization. The paper will explain the culture of Caterpillar’s organization (values and norms), their ethics in international dealings, foreign direct investment, entry into markets, accounting practices, how they convert currency, their international strategy, their strategic positioning, and their marketing tactics. After reviewing all areas of Caterpillar’s organization the reader will be able to understand why Caterpillar is the global leader in their industry. History of Caterpillar Caterpillar has been established for over 85 years and continues to grow strong. Caterpillar is the world's leading manufacturer of construction and mining equipment, diesel and natural gas engines, industrial gas turbines, and diesel-electric locomotives. The company is also a leading services provider through Caterpillar Financial Services, Caterpillar Remanufacturing Services and Progress Rail Services. Caterpillar’s has made progress in creating change for the better all over the world. Caterpillar began under the name of Holt Manufacturing Company and started out in San Francisco California (Caterpillar Inc, 2013). In 1925 Holt Manufacturing merged to form Caterpillar Tractor Co. Over the years Caterpillar continued to develop tractors along with motor graders, blade graders, elevating graders, terracers, and electrical generating sets. In 1950 Caterpillar established its business overseas in Great Britain. This was the first of...
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