...well: In 1950, “More Bounce for the Ounce”. From 1958 -1960, “Don’t be a Tramp, Buy a Can” Zane. Then 1969-1975, “You’ve Got a Lot to Live, and Pepsi’s Got a Lot to Give” , and the mid 80s / early 90s, “Pepsi,” “The Choice of a New Generation” and finally 1999-2000, “For Those Who Think Young”. Their slogans were clearly designed to attract and entertain the teens and young adults during that time. Promotion Mix Elements The promotional mix element used for the Pepsi Refresh campaign theme centered on social responsibility and delivered with a heavy dose of social media. They took it deeper than any other campaign, targeting the millennial generation ages 14 to 29 by utilizing social media as an additional source along with traditional media to launch the Pepsi Refresh campaign. The campaign aired on paid search and display ads on Yahoo and Google to traffic their viewer to a link on YouTube and Facebook too included other channel like...
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...In a world where being first is usually equated with being the best, celebrated management guru and author Jim Collins’ article ‘BEST BEATS FIRST’ debunks the myth of First Mover Advantage. He outlines with examples, how it is that the apparent ‘Johnny come lately’ endures in a market that swallows its very first players. The article, written in August 2000, cites many examples to show that for FMA to be applicable, there are strict conditions, which rarely hold true in reality and in the author’s words “…being first seldom proves to be a sustainable advantage and usually proves to be a liability” The author starts by pointing out how the inertia of late movers or followers is not a sustainable advantage to those who are first to build market share. This is especially true is the followers are established industry giants who move into a new market much later with their “vast pre-existing customer sets”. This often spells end-game for the pioneers who, in their complacence, have fallen prey to a more detrimental kind of inertia- Incumbent Inertia. Mr. Collins cites the example of VisiCalc, now virtually forgotten as the first major PC spreadsheet, as the late entrant Excel still reigns supreme. The author moves on to the now widely referenced example of how the PalmPilot learnt from the technical and design loopholes of the much-publicized Apple’s Newton MessagePad. The PalmPilot entered the market with a product with the script Graffiti which had none of Newton’s glitches, thus...
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..... 4 DEFINITION OF SOCIAL MEDIA ................................................................. 4 FUNCTION OF SOCIAL MEDIA ................................................................... 4 TWITTER & FACEBOOK ............................................................................. 5 SOCIAL MEDIA FOR DIFFERENT BUSINESS CONTEXTS ....................... 6 CONCLUSION & RECOMMENDATIONS....................................................... 7 BIBLIOGRAPHY ............................................................................................. 8 STUDENT ID NUMBER: 5324 200 2 INTRODUCTION For many medium and small size enterprises, traditional methods of advertising are not an option due to the high costs. But now, as Web 2.0 technology has appeared, it can be used as a substitute for traditional advertising, and even more powerful. This essay begins by a brief definition of social media, and an explanation of differences between social media, social networking, E-commerce and Ecommunications. It will then go on to exploring the significant function and role of social media to small business such as OraBrash, a dental product, in modern society. The essay will then make a thorough inquiry in two specific social media platforms, Twitter and Facebook, useful applications those platforms offer for small business owners as well. In addition, potential and role of social media in different...
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...Communicable Disease Outbreak Analysis Evelyn Sutton Western Governor's University Communicable Disease Outbreak Analysis There are many diseases that have become a thing of the past due to vaccines that are routinely given during infancy and early childhood in the United States. These diseases still exist but we just see it very rarely now. When a person is diagnosed with one of these communicable diseases in the United States, it is reported to the Department of Health and Environmental Control and the Centers of Disease Control so it can be investigated further. This is required so they can monitor for any outbreaks that may occur and find the origin of where and how it was contracted. Any case of the measles that is diagnosed in the United States is said to have come over through international travel in some way. Measles Outbreak In December of 2014, during the holiday season, a measles outbreak was beginning at two adjacent Disneyland locations in California. It was first discovered on January 5, 2015, when the California Department of Public Health was notified about an eleven-year-old child who was unvaccinated for the measles and hospitalized with a rash onset on December 28, 2014 (Clemmons, Gastanaduy, Fiebelkorn, Redd, & Wallace, 2015). Just two days later, a total of seven cases of measles had been discovered. It started out with seven cases and by the time the outbreak was declared over in April of 2015, there had been a total of 136 confirmed cases...
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...Having enjoyed the first dose of sun yesterday in what has felt like years it started to get me excited about the end of hibernation and start of spring. Spring was recently voted the favourite season of the year for us Brits. I'm in agreement, it's my favourite season because it signals a fresh start and offers the chance to breathe new life into every day goings on. This revitalised way of thinking can be equally applied to our marketing efforts and strategy. As such here are 5 tips for Spring cleaning your PPC Campaigns. 1. Get rid of the clutter All PPC accounts can become a little keyword heavy at times, leaving it ticking along can be the easy option at times, especially if you know it’s driving some activity to your website. However don't be satisfied with some. Quantify exactly what you’re getting from your PPC activity and then look at which keywords are driving the real success. It's likely that only 20% of the keywords in your account are really working for you. Don't be afraid to pause the keywords that are inefficient and put that budget to those that are working for you. It could really increase that all important ROI. 2. Showcase yourself Ad extensions have been an Adwords tool for some time now, however I'm always surprised to see how many companies still haven't utilised this feature. Ad extension allows advertisers to add site links, social links, and phone numbers (to name just a few) to your ad copy to really help your ad stand out from the...
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...Viagra, developed by Pfizer, was released four years prior and enjoyed great success over the previous three years. Viagra, whose main ingredient is Sildenafil, was generating over $1 billion in sales for Pfizer year over year for the previous three years (Ofek, 2010). While Viagra was successful in its initial years in the initial market, it was not without its problems. Patient satisfaction with Viagra was below 50% in all markets with the exception of Germany and Italy. Viagra was only effective for hours post dosage, and was affected by the consumption of a high fat meal before taking the medication. It seemed that a fatty meal lessened the body’s ability to absorb the drug. Conversely, Cialis was effective up to 36 hours after a dose was administered. Also, Cialis was not affected by the fat content of the patient’s meal prior to taking the drug. This gave ICOS Lilly an advantage with Cialis as they prepared to enter the marketplace....
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...Company Case/Pepsi : Can a soda really make a world good place? 1. Consider PepsiCo’s advertising throughout its history.( For a List of Pepsi slogans over he years, visit http://en.wikipedia.org/wiki/Pepsi#Slogans.) Identify as many commonalities as possible across its various ad campaigns. How is this campaign consistent with PepsiCo’s brand image? According to our case study campaign advertisement strategy very good in the social media and in the social network ,because at the advertisement PepsiCo use spokesperson which people have popularity. Campaign slogans for the every years explain brand well and attract people. And also campaign projects for ex: “Pepsi Refresh “ make opinion in the people mind that what we drink and spend, in the same time it return to us with other way. And even some of the earlier slogans have the commonality that you get more bangs for your buck that when you buy Pepsi you get more of flavor, amount and whatever than the competition offers. Pepsi is for everyone and that Pepsi alone can refresh or change the world. Many slogans have to deal with being young as well as being in the future. Most of Slogans indicate that if you want to be part of the future or new generation then you have to drink Pepsi. It is consistent with the PepsiCo brand image because they target the younger nation and making it a better place for many generations to come. They started to advertise by reinvesting into actual community to actual make the future better...
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...Management 2013-14 Design Strategy Module DES7001 by : Panita Rerkpitivit Student ID : 13178616 tutor : Caroline Norman date : 9 January 2014 1,184 words Content Content Introduction Paula’s Choice : The Former Packaging Paula’s Choice : The Problem Paula’s Choice : The New Design Summary References Bibliography Appendices A Appendices B Page A 1 2 3 4 7 8 9 13 14 Figure Content Page Fig 01 : The old package Fig 02 : The collections that divied by colour. Fig 03 : The reuasble pump Fig 04 : Sample of customer’s feedback Fig 05 : The New design Fig 06 : The Comparison between old and new design Fig 07 : Sample of others collections Fig 08 : The new three sections. Fig 09 : The message from Paula Begoun 2 2 3 3 4 4 5 6 6 Paula’s Choice A Introduction This case study examines the Paula’s Choice’s skin-care packaging. Paula’s Choice is the skin care and cosmetics brand which is established by the beauty expert: “Paula Begoun”. She is the author of 20 best-seller books on skin care, cosmetics and hair care such as “Don’t go to the cosmetics counter without me” and “The original beauty bible”. Moreover, she has reputation as “The cosmetics cop” who analyses thousand skin care and cosmetics products formulations through her book and other press. She educated women to realise whether products are worth for buying and proper to their skin types or skin problems. In 1995, Paula decided to make her own brand and named “Paula’s Choice”. The brand has four key commitments...
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...Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sells one product: an energy drink containing taurine (an amino acid) that’s sold in a slim, silver-colored 8.3-ounce can. The drink has been an enormous hit with the company’s target youth segment around the globe. For the year 2001, Red Bull boasted sales of $51 million in the United States alone and captured 70% of the energy-drink market worldwide. From Stanford University in California to the beaches of Australia and Thailand, Red Bull has managed to maintain its hip, cool image, with virtually no mass-market advertising. However, today, due to certain health issues and the growth in competitors in the market, several doubts and issues have come across for Red Bull such as Whether Red Bull is able to maintain its lead and its point of differences or the brand may simply lost its edge and become “slate”, Whether the concern of health and bloggers might have a huge negative impact on Red Bull, Whether Red Bull’s target audience move on as it ages is an issue due to its limited product line, and so on. The matter of maintain a company lead in the market is always present as same as for its point of differences in products. In the case of Red Bull, according to recent records of energy drinks product companies in 2015, Red Bull owned 60% to 70% market shares which means globally Red Bull is one of top brands, establishing over 167 countries with approximately 5 million cans selling per year in...
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...A study on “DIGITAL MARKETING TO PROMOTE JUSTBOOKS LIBRARIES” Submitted in partial fulfillment of the Requirements of AIMS INSTITUTE for the award of PGPIB POST GRADUATION PROGRAM IN INTERNATIONAL BUSINESS Submitted By V.V.S.RAJENDRA PRASAD Registration Number PGDM13040 Under the guidance of Prof. Brahm Sharma ACHARYA INSTITUTE OF MANAGEMENT & SCIENCES 1ST STAGE, 1ST cross, Peenya, Bangalore 560058 2013-2014 CONTENTS CHAPTER NO. | TITLE | PAGE NO. | 1 | * INTRODUCTION * INDUSTRY PROFILE * COMPANY PROFILE | 6 | 2 | ORGANISATION STRUCTURE | 23 | 3 | RESEARCH METHODOLOGY | 31 | 4 | SWOT ANALYSIS | 32 | 5 | SPECIAL TASK | 34 | 6 | FINDINGS & RECOMMENDATIONS | 54 | 7 | CONCLUSION | 55 | 8 | BIBLIOGRAPHY | 56 | INTRODUCTION Digital marketing is marketing that makes use of electronic devices such as personal computers, smart phones, cell phones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of digital marketing. Many organizations use a combination of traditional and digital marketing channels. In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization...
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...Executive Summary The diabetes market is expected to be over 500M cases by 2030. Sanofi’s Lantus has over 40% of the basal insulin market is the global leader in the diabetes solution space. However, came off patent in February 2015 and is at risk for competition from Eli Lilly. Sanofi needed to round out its diabetes portfolio and make up for lost revenue so it looked for an unmet consumer need. Afrezza helps Sanofi diversify its diabetes portfolio. Afrezza, is an inhalable insulin. It differentiates itself by providing a less painful and more convenient method of insulin administration for many patients. While the primary goal is to diversify itself from competition and generating lost revenues from Lantus , the greater opportunity lies in bringing transforming the diabetes solutions space. Overview of Diabetes Market As of 2014, there were 387M cases of diabetes worldwide which caused an estimated 1.5 million deaths globally. Diabetes is a chronic condition that has to be managed daily as it cannot be cured. Diabetes is the leading cause of amputations, blindness and many other health problems. The number of diabetes cases worldwide is expected to grow by an additional 205M cases by year 2030. There is a large financial incentive for companies to get into this space. As of 2012, the global insulin market was valued at $20B growing at a CAGR of 5.09% to $54B in 2030. Many of the new diabetes patients will have Type II and more and more Type II patients are using...
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...[pic]Drug dependence - Overview Alternative Names Drug addiction; Addiction - drug; Dependence on drugs Definition of Drug dependence: Drug dependence means that a person needs a drug to function normally. Abruptly stopping the drug leads to withdrawal symptoms. Drug addiction is the compulsive use of a substance, despite its negative or dangerous effects. A person may have a physical dependence on a substance without having an addiction. For example, certain blood pressure medications do not cause addiction but they can cause physical dependence. Other drugs, such as cocaine, cause addiction without leading to physical dependence. Tolerance to a drug (needing a higher dose to attain the same effect) is usually part of addiction. Causes, incidence, and risk factors: Drug abuse can lead to drug dependence or addiction. People who use drugs for pain relief may become dependent, although this is rare in those who don't have a history of addiction. The exact cause of drug abuse and dependence is not known. However, a person's genes, the action of the drug, peer pressure, emotional distress, anxiety, depression, and environmental stress all can be factors. Peer pressure can lead to drug use or abuse, but at least half of those who become addicted have depression, attention deficit disorder, post-traumatic stress disorder, or another mental health problem. Children who grow up in an environment of illicit drug use may first see their parents using drugs. This may put them at a...
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...the advertising. This method helps the company to reduce the cost (Johnson, 1997). The marketing technical of each company use the different strategy that the most appropriate for the company. Hence, each company has their own vehicle to do the advertising strategy. In terms of the cosmetic industry, the companies use the advertisements in different ways. The companies are choosing the marketing strategy suitable for the product and customer. The advertising is the main strategy to competition with the competitors in the same type of product. Comparing the two countries, Thailand and the United Kingdom are totally different culture, vision and attitudes of customer, trends and people appearance (Sheth, Mittal, Newman, 1999). Therefore, the companies have to create the different advertising for response customer satisfactions in each country even the company use a vast of budget. However, it is valuable for the huge feedback of the customer and sales are increase. This essay will discuss the different cosmetics advertising between two countries, Thailand and the United Kingdom have difference factors for create the advertising to launch into these two countries. Currently, there are many of advertising categories in the world. Especially in the cosmetics industry, advertising is important for this organization because advertising has high influence for the purchasing decision of customer. Therefore, many cosmetics company spend a lot of money to promote the product to the...
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...[Date] [STUDENT’S NAME] Information Systems strategy [Document subtitle] Executive summary Globalization, or the growing integration of world economies that characterizes the 20th century has resulted in an increase in the level of consumption of individuals. While, such high consumption has enhanced peoples standards of living it has also had an adverse effect on the environment. Environmental degradation is now a very common thing and the possibility of the extinction of natural resources, a very potent threat. This report is basically on a online, not for profit organization called “re-use UK” and the unique challenges and impediments that it faces as it tries to achieve its ultimate objective of curbing environmental degradation through creating an online platform for the exchange, sharing and recycling of used goods among its online users. Due to the unique concept of the organization, conventional business models may not be applicable for “re-use- UK” and thus, in the first part of this report an attempt has been made to develop an appropriate business model for them. The focal point of which is the key partnerships that “re-use –UK” must form. As per the assessment requirement, in depth strategic analysis of “re-use UK” has been conducted using PEST analysis and Porters five forces. A critical assessment of the major emerging technological trends that are shaping the dynamics of the start-up’s industry is also included in the report. Since, the start-up...
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...see a few more quarters of disappointing earnings results — or weakening iPhone sales growth. Last week, Apple delivered a rare earnings disappointment. The report was notable for weak iPhone sales growth, which Apple tried to explain by citing “rumors and speculation” about a new iPhone that could be leading consumers to hold out for the new model. Apple reported sales of $35 billion, below Wall Street expectations of $37 billion, and said it sold 26 million iPhones, down from 35.1 million in the previous quarter but 28% higher than last year. That result was underwhelming for a company that normally blows away Wall Street expectations. “It’s disappointing on the iPhone number,” Piper Jaffray analyst Gene Munster observed mildly. Apple has a winning product with the iPad tablet, but that device faces increased competition, most notably from newly introduced Google and Microsoft devices. Also: don’t forget that iPhone sales account for nearly half of Apple’s overall revenue, though sales of the newer — and more...
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