...What strategy is appropriate for the launch of the new product? Address the followingissues in your answer: a. Motivation for launching a new productThere are a few motivating factors that are driving Kertz in the direction of releasing anew product. One of these factors is that the industry is extremely dynamic and as a result manynew brands and brand extensions are launched each year. The current trends of today may not bethe same two years from now. In this industry at any point in time 30 percent of coolers on theshelf are either new products or line extensions. Companies believe that continuously addingnew flavors and formats to their existing product lines and launching new products is a way tocreate a competitive advantage. The belief supports the notion that if innovation does not happenmarket share will begin to dwindle. Another key motivating factor to launching a new product isthat coolers, industry wide are a seasonal business. Most sales occurred between May andSeptember, during the Canadian spring and summer.Bolliger noted that since the seasonaltimeline was so finite that being a week or two late would directly impact the bottom line andresult in a loss of real dollars. To prepare for a proper product launch, companies typically began preparing 10 to 12 months ahead of a new product launch. The proceed by conducting researchduring the spring and summer, pitching the retail trade in the fall, and finalizing production anddistribution in the winter in order to have...
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...uncommon for Asian brands expanding beyond the region. Shiseido has used acquisitions as a main channel to gain a foothold in the crucial cosmetics markets of Europe and the United States. As cosmetics is an industry driven by aspirations, lifestyle issues and images, Shiseido decided on the acquisition path to gain visibility, acceptance and access to established customer bases in new markets rather than spending years trying to establish the Shiseido brand from scratch. In order to gain entry into the French and thus the European market, Shiseido acquired the Carita brand and prestigious salon on the Faubourg St. Honoré in Paris in 1981. The salon, with it distinguished and rich clientele of royalty and celebrities, commanded a unique position in the French market. To gain entry into the North American market, Shiseido acquired Unilever’s Helen Curtis in 1996.24 These acquisitions gave Shiseido an opportunity to build on something already strong in those markets. Maintaining a strong brand architecture system Managing the brand architecture could prove to be a challenging task for Shiseido. Shiseido has been engaged in three main activities: ■ Acquisitions of brands in Europe and the US ■ Importing new non-Shiseido brands into Japan through the brand holding company ■ Introducing multiple brand extensions in the market. Given the diverse market segments that Shiseido’s brand extensions serve, these brand extensions will obviously have their own brand image and personalities...
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...Kaplan University Graduate School of Business and Management GB530 Marketing Management: Brand Extension Marketing Plan Dr. Blake Escudier July 15, 2012 1.0 Executive Summary The purpose of this marketing plan is to present a new category-brand extension product designed by DeWALT Power Tools and manufactured by Calloway Golf. The new DeWALT IronDrive Pro category line of golf clubs will embody the brand reputations of quality, power, top of the line features, superior technology and durability that have made both DeWALT and Calloway leaders within their perspective industries. This product is a specialty niche set of golf clubs packaged in a branded walking golf bag and also will include club head covers, a club towel, and balls to complete the perfect golfing experience. Consumers who purchase this product will enjoy the industry leading golf technology of Calloway and combined with the industry leading power tool features and benefits provided by DeWALT. The target market for this product consists of males 20-65 years old, college educated, makes an annual salary of $40,000 or more, and purchases high end products. The ideal customer lives all across the United States, but in particular resides in the industry’s largest regions of the Mid-Atlantic, New England, East North Central, South Central, and West North Central regions. The customer will have some knowledge of around the house DIY projects and tools to complete the task. The value...
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...the transportation industry. This paper will analyze how product innovation helps Uber to be a well-known and highly valued company in just few years. Arguments Based on the case, there are three reasons of Uber’s product innovation success: an innovative business method, good timing of entry and a coherent strategy. An innovative business model As we all know, Uber was created to solve the problem of unmatched rides demand and rides offer due to the difference in space and time in taxi industry. The basic pattern of Uber is to provide an information exchange platform as a form of mobile application to connect passengers who need rides with drivers who can provide ride services. It can be considered as a new application of peer-to-peer model in transportation industry. So Uber actually is a platform provider. This platform helps the form of ridesharing service, which is quite different from traditional way of taking rides. Therefore, for Uber, it is a radical product innovation. However, for Uber’s users, it could be a process innovation if they use it as a new method to distribute their service or products. It also can be considered as an architecture innovation because the ridesharing service provides a new interaction method between drivers and passengers. This product innovation not only enables Uber to...
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...Managing Brand for the long run : Brand Reinforcement and Revitalization Prof. Vikas S. Dole, Lecturer Neville Wadia Institute of Management Studies & Research, Pune- 01 Email: dolevikas@gmail.com, Mobile: 09764823924 Abstract: A strong brand is a powerful driver of sales, profit and shareholder value. That’s why market value of fortune companies is more in intangible assets. Even the most popular brands face the danger of getting lost unless they reflect the changing customer preferences. Managing brand over period of time is a big challenge for the marketers today. Brand Proliferation is the order of the day. Rigid brands can become irrelevant in the face of changing priorities and changes in competitive market. Marketing Environment is continuously changing. Change in consumer behavior, Competitive strategies, technological changes and other aspects of marketing environment is making work of brand managers challenging. In this article, the author has tried to discuss tactics for brand reinforcement and revitalization to manage brand for the long run. Keywords: Brand, Reinforcement, Revitalization, Extension, Repositioning, Awareness. Managing Brand for the long run: Brand Reinforcement and Revitalization A strong brand is a powerful driver of sales, profit and shareholder value. That’s why market value of fortune companies is more in intangible assets. Even the most popular brands face the danger of getting lost unless they reflect the changing customer...
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...FACULTY OF ECONOMICS UNIVERSITY OF LJUBLJANA INTERNATIONAL BUSINESS SCHOOL YEAR 2014/2015 INDIVIDUAL ASSIGNMENT (2-3 pages, typed and handed in personally on lectures) Read the case Haier’s U.S. refrigerator strategy and answer to the following questions: 1. What were the drivers of Haier’s success in U.S. initially and why? 2. How did the competitors (Big Three) react to the Haier’s success? How are their strategies different than Haier’s? 3. Why do you think Haier built a new plant in South Carolina? Was it a wise decision? 4. What strategy (marketing, internationalization, etc.) Haier should follow in the future? This assignment represents 10% of your final grade. Deadline: Thursday, 5th March 2015! INDIVIDUAL ASSIGNMENT Haier’s U.S. refrigerator strategy 1. Haier achieved its success by familiarizing with the brand and competing with the major established brands for a larger market share. Haier corporate strategy is driven by international growth through creating brand awareness and recognition, meeting consumers’ needs and increasing market shares in different segments. Expending abroad is a response to competition within the domestic market both from imports and local products. Haier started ‘taking the fight to the enemy’ by breaking into the U.S. market using a combination of quality, price and local manufacturing. On product strategy and investment aspect, Haier should also follow the principle of...
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...Case Discussion: Competition in Energy Drinks, Sports Drinks, and Vitamin-Enhanced Beverages Assignment Questions: 1. What are the strategically relevant components of the global and U.S. beverage industry macro-environment? How do the economic characteristics of the alternative beverage segment of the industry differ from that of other beverage categories? Explain. Global beverages companies like Coca Cola had relied on those beverages to sustain volume growth in mature markets where consumers were reducing their consumption of soft drinks. These companies wanted to expand the market for alternative beverages by introducing new drinks into emerging markets. Beverage producers made numerous attempts to increase the size of the market for those types of beverages by growing product lines and increasing sales and market share. They were faced with criticism of alternative beverages as presenting health risks or not yielding the advertised results. Rapid growth in the market and premium prices/high margins made the alternative beverage market an important part of beverage company strategy. The economic characteristic of the alternative beverage segment if the industry is differ from that of other beverage categories. Alternative beverages competed on the basis of differentiation from traditional drinks such as carbonated soft drinks or fruit juices. The market started out with low competition, however that is rapidly changing as many new product lines enter and profit...
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...of the repositioning of the “BMW Mini” brand C. Simms and P Trott . Business School, University of Portsmouth, Portsmouth, UK Downloaded by Myongji University At 05:37 14 May 2015 (PT) Abstract Purpose – This paper aims to adopt a consumer behaviour perspective and investigate the extent to which BMW has repositioned the new “Mini”. It builds on a previous paper that explored perceptions of the “Mini” brand. Design/methodology/approach – The study adopted a two-stage approach to data collection, consisting of 66 in-depth interviews with a cross section of important stakeholders with high brand awareness and knowledge. The paper develops a conceptual framework and offers a novel way for firms to consider the effects of their repositioning strategies on consumers perceptions of a brand. Findings – The findings reveal a substantial repositioning of the brand’s functional appeal, moving away from the car’s price as an appeal towards product build quality. Furthermore, the Mini’s symbolic appeal, which is based on its fun and sporty image, has largely remained in place. Practical implications – Firms need to recognise the importance of repositioning at both the symbolic and functional level. Originality/value – The paper presents a novel conceptual framework for viewing repositioning strategies and presents evidence of repositioning at both the functional and symbolic level. Keywords Brands, Consumer behaviour, Cars, Brand image Paper type Research paper years)...
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... Jordan signs with Nike • Jordan fined for wearing shoes during NBA games • 1988: Jordan’s influence on brand grows with the Air Jordan III • 1989: Air Jordan IV distributed worldwide (1st in the line) Michael Jordan’s success = Air Jordan’s success • 1992: MJ & Olympic “Dream Team” win gold in Barcelona • 1993: Bugs Bunny in Air Jordan commercials • 1998: Derek Jeter signs with Air Jordan Keeping the brand relevant • 2003: Michael Jordan’s final reWrement from the NBA – Nike conWnues to market Air Jordan with acWve NBA players • 2008: Large campaign around Air Jordan XX3 • Today: Many athletes in many sports part of “Jordan team” Stock Price History (87 – 10) 2000% Growth 1987 Source: yahoo.com 2010 Brand Management: Air Jordan 1. BRAND FOOTPRINT 2. PRODUCT POSITIONING 3. COMPETITIVE LANDSCAPE Brand Management: Air Jordan 1. BRAND FOOTPRINT 2. PRODUCT POSITIONING 3. COMPETITIVE LANDSCAPE 1985 1987 87-‐92 TIMELINE 92-‐96 97-‐98 99-‐00 2001...
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... 5 Question 4 : Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand? 6 Question 5: What role does the Porsche brand play in the self-concept of its buyers? 7 Conclusion: 8 Question 1 : Analyze the buyer decision process of a traditional Porsche customer. What conclusion can you draw? Buying a product goes to 5 different stages, which are: 1. Need recognition. The profile of a Porsche car buyer is a financially successful person that loves a challenge. They’re hard working people and set high goals in everything they do and often have white collar jobs. These customers separate themselves from the mass and feel attracted to exclusive sophisticated things and expect the cars that they drive in to satisfy this feeling of exclusivity. 2. Information search In information search the consumer searches about the product which would satisfy the need which has been recognized by the consumer in the stage previous to this one. In this case the product that would satisfy the need of the consumer would be a sports car. 3. Evaluation of Alternatives As Porsche buyer sees a car as transportation vehicle that’s not only for transportation but also as a vehicle that must be fun to be driven and needs to be enjoyed. A normal car driver only...
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...the enthusiasm started failing as investments were not recovered from operations and profits were dipping. A number of factors pointed out that with amendments in Government rules and regulations, the industry could revive from their losses. Considering this, the Phase II of privatization was initiated in 2006, wherein the regulations were made more flexible and provided ample scope of growth. The general audience notion of the available radio stations is lack of differentiation in terms of content. This report gives a description of the problem regarding similar content and is a result of a market survey providing an insight in the consumer preference. Specifically, the report was an exercise conducted to validate the application of brand extension in service industry. 1 ACKNOWLEDGEMENT I am indebted to Dr. Samar Faten Badar, Faculty Member (Marketing,), for her great support and help all through the project. I am also thankful to Prof. Ramkishen, without whose help and support it would have been difficult to obtain the necessary data for the report. I would also like to thank the staff of the Mumbai University Library and the British Library for being patient and helpful all throughout. I would also like to thank the 120 odd respondents who took out time to help with the market research. 2 TABLE OF CONTENTS Executive Summary Acknowledgement 1 Introduction 1.1 1.2 1.3 1.4 1.5 1.6 2 Background Growth Potential and...
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...CONSIDERATIONS OF BRAND COMMUNICATIONS IN BRANDING: ADVERTISING, BRAND ELEMENTS, ONLINE ACTIVITIES Mémoire en vue de l’obtention du Diplôme De Master II ès Sciences de Gestion Soutenu par: Mojtaba Jebreili & Dirigé par: Professeur Damien Bo Advisor: Professeur Camelia Akbari Année universitaire: 2009-2010 0 Acknowledgment First of all I want to direct my thanks to my supervisor, doctor Damien Bo and appreciate him for useful feedbacks. Secondly I appreciate my advisor, doctor Camelia Akbari for her useful comments. Finally I would like to thank my family and special thanks to my dear wife who supported me during conducting this thesis just as always. University of Nice 2010 Mojtaba Jebreili i Abstract Brand is a very important element in today's life. Brand management has become a serious task for marketing and branding departments in all firms. While branding is a comprehensive issue dealing with all parts of a company, there are some branding tasks which are specifically accomplished by marketing and branding departments or branding companies. One of these tasks is brand communications consisting of the selection and design of brand elements, advertising and online branding. This thesis focuses on a qualitative review of different aspects of brand communications, while discussing their role in branding. The main questions in this thesis are the role and considerations of brand elements, advertising and online activities in building brand equity. The findings...
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...Global and US beverage industry – macro environment * In 2009 the global sales of beverages industry was $ 1 581,7 billion, with a forecasted sales value of $ 1 775,3 in 2014. * In 2009 48,2% of the market share belonged to carbonated soft drinks, 29,2% to bottled water, 12,4% to fruit beverages, and the rest to alternative beverages. * Consumers were reducing their consumption of carbonated soft drinks, with a growth of – 2,3% in 2009. Consumer preferences have shifted. * The global growth of alternative beverages grew from 2005 to 2009 from $ 27,7 billion to $ 40,2 billion, with a projected value of $ 53,3 in 2014. * The $ value global market growth for alternative beverages grew at a 9,8 % annually between 2005 and 2009, and has a forecasted growth rate of 6,7 % between 2010 and 2014. * Of the alternative beverages market, the USA has 42,3 % of the share, Asia- Pacific has 31,5 %, and Europe has 22,2 % of the share. * In the US, sports drinks accounted for almost 60 % of alternative beverages sales, while vitamin- enriched drinks and energy drinks accounted for about 23 % and 18 % of 2009 alternative beverage sales. * Saturation rate for all types of beverages was high in developed countries. * Market maturity and poor economic conditions caused the US beverage industry to decline by 2,3 % in 2008 and by 3,1 % in 2009. * The entering of new geographic areas, the steady growth of the purchasing power of consumers in developing...
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...categories in Amazon, media category, electronic and general merchandise category and other category like Amazon web service and Amazon Enterprise Solution. This means you can buy almost everything from Amazon. ➢ Sales and gross profit analysis: The net sales growth of Amazon in year 2007 and 2008 was in average 30% and the total sales in 2008 was $19166m. In the same time, the gross profit grew from $3353m in 2007 to $4270 in 2008. Actually, both the sales and profits grew quickly since 2001 and they seemed to grow at a quicker way. External environment analysis ➢ Opportunities and threats: • Opportunities: to further improve the speed of delivery; international expansion in emerging markets such as China and India; extension of brands into new areas; through acquisitions and partnership to consolidate Amazon’s technological capability. • Threats: unexpected changes in regulatory requirements both U.S. and abroad ( take taxes policies in U.S. for example, many states in U.S. starts to draft new laws to charge online retailing, which will curtail Amazon’s profit generating ability and thus reducing its advantage over low cost strategy[2]); lawsuits from third party sellers; fluctuations in currency rates and trade barriers. Internal analysis ➢ Strengths: Amazon has provided its customers with wide 2. In: Business...
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...BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES Kevin Lane Keller Tuck School of Business Dartmouth College Hanover, NH 03755 (603) 646-0393 (o) (603) 646-1308 (f) kevin.keller@dartmouth.edu Donald R. Lehmann Graduate School of Business Columbia University 507 Uris Hall 3022 Broadway New York, NY 10027 (212) 854-3465 (o) (212) 854-8762 (f) drl2@columbia.edu August 2004 Revised February 2005 Second Revision May 2005 Thanks to Kathleen Chattin from Intel Corporation and Darin Klein from Microsoft Corporation, members of the Marketing Science Institute Brands and Branding Steering Group, and participants at the Marketing Science Institute Research Generation Conference and 2004 AMA Doctoral Consortium for helpful feedback and suggestions. BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES ABSTRACT Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand equity measurement, brand growth...
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