...How does Marketing Communication build and maintain strong Brands? Report by Stefano Onofri S00603638 Word Count: 2289 Supervisor Prof. Gordon Bowen Integrated Marketing Communication (MKT5A5) EUROPEAN BUSINESS SCHOOL LONDON REGENT’S COLLEGE FALL TERM 2012 1 Summary Abstract ……………………………………………………………………......... Introduction ……………………………………………………………………… IMC: Concepts and Tools ……………………………………………………. The Role of communication in Brand Strategy ………………….. Models supporting MC ………………………………………………….. 3 4 4 6 10 ELM …………………………………………………………………………… 10 FCB Matrix …………………………………………………………………. 11 RECOMMENDATIONS ………………………………………………….. 12 CONCLUSIONS …………………………………………………………………… 13 Appendices …………………………………………………………………… 13 …………………………………………………………… 14 List of References 2 ABSTRACT This report investigates the role of Marketing Communication (MC) in building and maintaining brands. The concepts and the tools of Integrated Marketing Communications are analysed first, then the focus passes onto the brand building process, where the key role of MC is underlined. Two theoretical models supporting the work of marketers are examined: the Elaboration Likelihood Model (ELM) and the FCB matrix. Three main recommendations have been proposed. An integrated and synergetic use of all the MC tools can make the company more effective on the market by minimizing the inconstancies between the identity the company aims to give to the brand and the image that consumers independently...
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...held. Lastly the leisure tower was also a setting. 2. Summary of Plot – in the book, diary of a wimpy kid: Rodrick Rules, by Jeff Kinney, the main character Greg Heffley has a secret. During summer break, an embarrassing thing happened to him and only Rodrick knows, hence Rodrick held it against and threatened to tell everyone. We learnt that Greg is eager to go back to school; however moments after he arrived everyone avoided him. Later on down, Susan Heffley started something called “mom bucks”. Rodrick threw a party when their parents went away. At the end of the book, Rodrick and his band performed and although they did not win, the most terrible, most horrifying secret got out. 3. A) Gregory Heffley “Greg” is the main character and owners of the diary. He is the “wimpy kid”. Greg is sometimes selfish and vain. He is also easy going and good natured trying to survive in middle school after realizing and understanding that middle school is not avoidable. At the beginning of the book Greg was afraid that his secret would be discovered, so he played close attention to Rodrick and finally discovered Rodrick secret. Eventually they worked together and Greg helped Rodrick with his science project. Other Characters: • Gregory ‘Greg’ Heffley • Rowley Jefferson • Susan Heffley • Frank Heffley • Manny Heffley • Greg Classmates • Fregley • Chirag Gupta Holly Hills Patty Farrell Collin Lee ...
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...Management Research News Emerald Article: The leader as motivator: coach and self-esteem builder Patricia Ann Castelli Article information: To cite this document: Patricia Ann Castelli, (2008),"The leader as motivator: coach and self-esteem builder", Management Research News, Vol. 31 Iss: 10 pp. 717 - 728 Permanent link to this document: http://dx.doi.org/10.1108/01409170810908471 Downloaded on: 30-11-2012 References: This document contains references to 33 other documents To copy this document: permissions@emeraldinsight.com Access to this document was granted through an Emerald subscription provided by UNIVERSITY OF GREENWICH For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital...
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...survey tools for assessment in archives and special collections. Performance Measurement and Metrics, 11(2), 211-222. Retrieved March 11, 2013, from the Emerald database. Abstract: User-based evaluation in archives and special collections is in its fancy, and this paper aims to discuss the conceptualization, development, and testing of Archival Metrics Toolkits. The development and adoption of standardized metrics to support the management of both analog and digital collections is a critical need in archives and manuscript collections. The Archival Metrics Toolkits were created, and comprised five user-based evaluation instruments for archives and special collections in colleges and universities such as researcher, archival web sites, online finding aids, student researchers, and teaching support. The Archival Metrics Toolkits, as developed, represent a first step toward standardized evaluation created specifically for archives. Now it is up to the community to adopt these tools and report their use. These are the first standardized questionnaires to target archives and special collections and take into consideration the unique environment of primary sources and the specific dynamics involved in connecting researches with archival and manuscript collections. Keywords: Archiving, Collections management, Software tools Summary Over the past five years, they have developed, tested, and deployed five standardized instruments, which archives and special collections in colleges...
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...‘An Action Plan – Implementing a Lean Transformation’ LEAN Final Project Alex Scholfield February 29, 2012 Summary Lean manufacturing can add significantly value to an organization by streamlining processes through the identification and elimination of muda or waste. Introduced by Toyota, Lean is more than just a tool, but a philosophy that needs to be adopted and incorporated into the culture of the organization. It is very important that the organization can see that leadership have bought in to the approach and are willing to support Lean. Numerous examples exist that demonstrate failed attempts at implementing Lean. It is important that organizations appreciate that they cannot simply wake up one day and choose to introduce Lean. It took Toyota many years to develop their culture into one of continuous improvement. For organizations that are new to Lean, the effort required will be significant in order to realize the true value associated with Lean principles. Poor planning will almost certainly result in disappointment and leave a strong negative association with any future Lean attempts along with a big investment with little to no return. With a focus on continuous improvement and continuous flow, manufacturing based on pull rather than push demand will assist organizations in becoming Lean. While Lean is a long journey, it can be one that returns significant value to an organization. What follows is a view of the history of Lean, some of the tools...
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...The TQM Magazine Emerald Article: A new framework for managing change J.S. Oakland, S.J. Tanner Article information: To cite this document: J.S. Oakland, S.J. Tanner, (2007),"A new framework for managing change", The TQM Magazine, Vol. 19 Iss: 6 pp. 572 - 589 Permanent link to this document: http://dx.doi.org/10.1108/09544780710828421 Downloaded on: 16-08-2012 References: This document contains references to 20 other documents Citations: This document has been cited by 10 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 12014 times since 2007. * Users who downloaded this Article also downloaded: * François Des Rosiers, Jean Dubé, Marius Thériault, (2011),"Do peer effects shape property values?", Journal of Property Investment & Finance, Vol. 29 Iss: 4 pp. 510 - 528 http://dx.doi.org/10.1108/14635781111150376 Hui Chen, Miguel Baptista Nunes, Lihong Zhou, Guo Chao Peng, (2011),"Expanding the concept of requirements traceability: The role of electronic records management in gathering evidence of crucial communications and negotiations", Aslib Proceedings, Vol. 63 Iss: 2 pp. 168 - 187 http://dx.doi.org/10.1108/00012531111135646 Charles Inskip, Andy MacFarlane, Pauline Rafferty, (2010),"Organising music for movies", Aslib Proceedings, Vol. 62 Iss: 4 pp. 489 - 501 http://dx.doi.org/10.1108/00012531011074726 Access to this document was granted through an Emerald subscription provided by UNIVERSITY OF MANCHESTER For Authors:...
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...European Journal of Marketing Emerald Article: Value creation in supply chain relationships: a critique of governance value analysis Trond Hammervoll Article information: To cite this document: Trond Hammervoll, (2009),"Value creation in supply chain relationships: a critique of governance value analysis", European Journal of Marketing, Vol. 43 Iss: 5 pp. 630 - 639 Permanent link to this document: http://dx.doi.org/10.1108/03090560910946963 Downloaded on: 07-07-2012 References: This document contains references to 41 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 2200 times since 2009. * Users who downloaded this Article also downloaded: * James DeLisle, Terry Grissom, (2011),"Valuation procedure and cycles: an emphasis on down markets", Journal of Property Investment & Finance, Vol. 29 Iss: 4 pp. 384 - 427 http://dx.doi.org/10.1108/14635781111150312 David Wyman, Maury Seldin, Elaine Worzala, (2011),"A new paradigm for real estate valuation?", Journal of Property Investment & Finance, Vol. 29 Iss: 4 pp. 341 - 358 http://dx.doi.org/10.1108/14635781111150286 François Des Rosiers, Jean Dubé, Marius Thériault, (2011),"Do peer effects shape property values?", Journal of Property Investment & Finance, Vol. 29 Iss: 4 pp. 510 - 528 http://dx.doi.org/10.1108/14635781111150376 Access to this document was granted through an Emerald subscription provided by University of Pretoria For Authors: If you would like to write for...
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...COURSE TITLE: STRATEGIC OPERATIONS MANAGEMENT.20110224.202 (UKL1.STRGOM.2011224.202) MODULE PROJECT: Organizational Goal of PZ Cussons Limited’s goal: Describing and assessing the strategy employed. Name: Joshua Seyram Amoah 15785702 Date: 27 April 2011. 1.0 ABSTRACT The purpose of this project work is to investigate and understand the relationship between the organizational goal of PZ Cussons and the operations strategy employed in driving towards the achievement of this goal, at the end of this paper we should be able to conclusively deduce how successful this strategy was and the impacts of it on the organization. A wide variety of information sources will be used for this project work, however the primary source of information and data will be provided in PZ Cussons, 2010 Annual Report (PZ Cussons, 2010a) and from interviews with staff from PZ Cussons Ghana (Awotwe, E. and Amofa, B., 2011). Other materials will be employed such as books, internet sources, journal articles, media articles, and interviews, these sources will be used to support the discussion and assist in arriving at a conclusion concerning the success or failure of implementing that operations strategy. 2.0 BACKGROUND. PZ Cussons was established by Messer’s George Paterson and George Zochonis in 1879 as a trading post in Sierra Leone and named Paterson Zochonis. The company’s primary focus was the export of West African produce (palm products, nuts, etc.) into Europe through the United Kingdom...
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...London School of Commerce Chaucer House, White Hart Yard, London SE1 1NX, Tel: 020 7357 0077, www.lsclondon.co.uk MODULE TITLE: Managing Human Capital PROGRAMME: MBA SEMESTER: Semester Two ACADEMIC YEAR PERIOD: June 2012 – August 2012 LECTURER SETTING ASSESSMENT: David Hall/ Dr Rajendra Kumar STUDENT: Mauro Persic STUDENT ID: L0296IAIA0212 London, August 2012 P A R T A TALENT RECRUITMENT PROGRAMME Report Executive Summary This report aims point out advantages and disadvantages of talent management strategy in compared with more traditional human resource management which is often seen as an administrative department dealing with forms and applications. In particular, we will focus on the framework for the talent management which constitutes of five elements: attraction, selection, engaging, retention and development of employees. This strategy can be useful not only for recruitment and management of higher ranked employees but also for complete workforce. After all employees are the key element and most valuable asset of an organisation and investment and development of employees can only give rise to company’s reputation, competitiveness and many other benefits. Moreover, situation on the labour market is highly competitive, therefore asks for serious well-developed approach. In conclusion, old human resource management approach has not been suitable for the present economy, therefore we strongly recommend you to consider introducing more sophisticated...
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...------------------------------------------------- Matthew Rawnsley ------------------------------------------------- Alex Baird : 3912569 ------------------------------------------------- Rhianon Damas : 3798429 ------------------------------------------------- Tom O’Dea : 3925731 ------------------------------------------------- Poh Yueng Zhen ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Executive Summary ------------------------------------------------- ------------------------------------------------- The following report was developed to determine the most logical, if any, location for the establishment for a new Disney theme park from a predefined list of candidate...
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...might include how local values of stakeholders can be capitalized, or if growth strategies were from acquisitions or mergers etc) Contrast with the MNC 3. Analyze the effects or otherwise of Vision and Mission statements and how they are aligned to strategy implementation. 4. Contrast product or service differentiation and their effects on competitiveness and growth. Give examples. 1 Sylvia Bwalya Mutale-Mwansa Assignment Two TABLE OF CONTENTS ASSIGNMENT TWO ................................................................................................................................. 1 Answer all 4 questions in 700 – 800 words:- ............................................................................................... 1 EXECUTIVE SUMMARY .......................................................................................................................... 3 INTRODUCTION ........................................................................................................................................ 4 1. 2. 3. 4. Strategic Leadership and Strategic Thinking of Zambeef and More Beef. ....................................... 5 Types of strategy More Beef and Zambeef...
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...Table of Contents 1. Executive Summary 3 2. Current Business Operations 3 3. Plan to turn FHGCC into an All-year-round Facility 3 The Building 4 The Simulator 4 The Software 4 4. Strategic Focus and Plan 5 Mission 5 Goals 5 Competencies and Competitive Advantage 5 5. Situation Analysis 5 SWOT Analysis 5 Industry Analysis 6 Competitor Analysis 7 Customer Analysis and Target Markets 7 6. Marketing Program 7 Price Strategy 7 Promotion Strategy 8 7. Sales Forecast 8 8. Implementation 8 Marketing Organization 8 Marketing Activities 8 9. Evaluation 9 Appendix A – Non Member Revenue Projections 10 Appendix B – Income Statement 11 Appendix C – Golf Courses Available on E6Golf Software 13 Appendix D – Marketing Budget 14 Appendix E – Marketing/Activities Plan 2014 – 2015 15 Bibliography 16 1. Executive Summary The following plan outlines the marketing strategy and tactics for introducing virtual golf to Fox Haven Golf and Country Club (FHGCC), a golf course currently operating in High Level, AB. This is the only golf course in the High Level area, the closest other courses being in La Crete and Fort Vermillion, both over an hour’s drive from High Level. FHGCC will build and open a 10 room Virtual Golf Centre at its current location. FHGCC will target this new venture at its current membership of approximately 120, while opening its doors to new golfers and those wishing to remain active over the long winter months. 2. Current Business...
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...Performance Excellence Framework: Empirical test and validation", International Journal of Quality & Reliability Management, Vol. 23 Iss 9 pp. 1118-1157 http://dx.doi.org/10.1108/02656710610704249 Tito A. Conti, (2007),"A history and review of the European Quality Award Model", The TQM Magazine, Vol. 19 Iss 2 pp. 112-128 http:// dx.doi.org/10.1108/09544780710729962 S. Wongrassamee, J.E.L. Simmons, P.D. Gardiner, (2003),"Performance measurement tools: the Balanced Scorecard and the EFQM Excellence Model", Measuring Business Excellence, Vol. 7 Iss 1 pp. 14-29 http://dx.doi.org/10.1108/13683040310466690 Access to this document was granted through an Emerald subscription provided by emerald-srm:408572 [] For Authors If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information...
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...qwertyuiopasdfghjklzxcvbnmqwertyui opasdfghjklzxcvbnmqwertyuiopasdfg hjklzxcvbnmqwertyuiopasdfghjklzxcv bnmqwertyuiopasdfghjklzxcvbnmqwe Strategic Management report for University of Sunderland rtyuiopasdfghjklzxcvbnmqwertyuiopa Ryanair sdfghjklzxcvbnmqwertyuiopasdfghjkl zxcvbnmqwertyuiopasdfghjklzxcvbn mqwertyuiopasdfghjklzxcvbnmqwerty uiopasdfghjklzxcvbnmqwertyuiopasdf ghjklzxcvbnmqwertyuiopasdfghjklzxc vbnmqwertyuiopasdfghjklzxcvbnmqw ertyuiopasdfghjklzxcvbnmqwertyuiop asdfghjklzxcvbnmqwertyuiopasdfghjk lzxcvbnmqwertyuiopasdfghjklzxcvbn mrtyuiopasdfghjklzxcvbnmqwertyuiop asdfghjklzxcvbnmqwertyuiopasdfghjk lzxcvbnmqwertyuiopasdfghjklzxcvbn 11/11/2011 xxxxxxxxxx SIM336 i “How has Ryanair managed to become number one airline in Europe” Table of Contents 1. 2. 3. 4. 5. 6. 7. 8. 9. Introduction ..................................................................................................................... - 3 Company Background..................................................................................................... - 3 Competitive Advantage ................................................................................................... - 4 Porter’s five Forces ......................................................................................................... - 5 PESTEL Analysis ............................................................................................................ - 8 Porter’s generic strategies ..............................
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...1. Executive Summary Louis Vuitton Moet Henessy (LVMH) is one of the most demanded European leading corporations for luxury products. The corporation owns 60 different prestigious sub-divisional brands with more than 200 stores worldwide. In the current report, the LVMH’s distinctive major core competencies and the leading strategies will be analyzed in relation to its current external risk factors. The corporation’s sustainability is driven by its efficient strategic management of its internal and external environments. LVMH’s strength lies in its multi-divisional brand strategy which reduces the vulnerability to be influenced by particular external risk factors. The prominent positioning through mergers and acquisitions and the efficient human resource management also contribute to the corporation’s success in the market. However, as LVMH operates in the global market, external environmental factors should also be taken into account. These are, the changes of the global economic environments, structural changes of the major consumer market, and the risk of brand damage based on consumers’ perception. Since all these risk factors are both directly and indirectly related to the profit generation process of LVMH, this report will recommend some solutions to overcome the current risks, for example, focusing on its high profit products lines while it revise its low profit product lines. 2. Company background Since there have been dramatic growth of the emerging...
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