...Marketing & its Evolution over the years Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer’s watchwords are quality, service, and value – Dr. Philip Kotler. (Kotler, 2012) Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value. (Wikepedia, 2012) With the growing consumer demands & their technologies growing at such a large pace, the traditional marketing methods have seen a complete turn-around. Until very recently, marketers focused on outbound marketing techniques, which communicated with the consumer with a “AT them” approach instead of “WITH” them approach. But, with the onset of dotcom industry and over-the-night changing competitions, the marketers had to change their game plan. Ever since, people had something to sell, We’ve been marketing. During the period from 1450-1900s, Printed advertising remained to be a powerful marketing tool. This came with the magazines, billboards, pamphlets & posters being used for mass marketing of consumer commodities, movies & even freedom-fight related campaigns. The main idea was to target consumers on the basis of what they see & perceive. Printed advertising is used till date as a major tool for marketing. From early 1900s...
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...communication strategies will be compared for domestic and international markets. Developing and managing an effective marketing communications plan According to Kotler & Keller (2007) communication channels deliver and receive messages from target buyers, and include newspapers, magazines, radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and the Internet. Effective communication is important to the success and failure of Google TV. Google TV has collected demographics, assessed the need of its services, identified issues, and opportunities, segmented its target market, and established the distribution channel. Google TV is ready to define measurable goals, its message, a budget, and a means to monitor, and evaluate the results. Google TV also needs to identify its form of media and develop a strategy. A goods strategic plan will help Google TV to manage cost and stay within its marketing budget. Google TV needs more than one distribution channel to ensure its message reaches its target market. Google TV needs a short, clear, and simple message. “The objectives of marketing communication are category need, brand awareness, brand attitude, and brand purchase attention” (Kotler & Keller, 2007, p. 283). According to Kotler & Keller (2007) developing effective communications involves...
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...share have led to a questioning on the brand’s future. Several tools are used to describe and precise the competitive environment of the brand. The BCG analysis of the brand’s product portfolio highlights two issues: • the uncertain future position of the current Star product: Coffee-Mate, and • an interesting opportunity for the Coffee-Mate Lite product. This Question Mark product is present in a high growth market and could be shifted to a star position. The environmental analysis, through the use of the SWOT tool, led to a clearer vision of Coffee Mate’s areas of competence and the areas that have to be improved. Coffee-Mate’s is a strong brand with a large advertising budget providing quality (and healthy with Coffee-Mate Lite) products. These strengths appear to be useful for breaking Coffee-Mate’s bad image of distress and poor taste product. An analysis of the customer’s market segmentation, which divides the market in 5 consumers sections leads to a distinction between two different buying behaviours: • cost constrained consumers who base their buying decision on prices; and • a group of customers called “premium”, who are prepared to pay a premium price for quality products. These BCG, SWOT and customer segmentation tools provide information about the brand portfolio, its environment and its consumers. Such knowledge of the brand is crucial to be guided in the decision making process. Thus, in order to enhance the market leadership of Coffee-Mate, the followings...
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...many diseases and is promising to cure genetic diseases and even grow us new organs. It has given us mobile phones, tablets and computers that have reduced the global village to a global mall; and yet, there are people who still refuse to accept the power of science as the major agent of change in our society. Some people find it easier to believe that special people can cure serious diseases by simply placing their hands on the diseased, while others cannot accept the fact that human beings evolved from lower animals by a process of Natural Selection over billions of years. Locally, it is a no-brainer that the lack of science teaching at a primary level has had a negative lasting effect on people, and this can be seen in newspaper, radio and TV station editors, opinionists, politicians and talk-show hosts, all of which wield the power of mass media and can influence public opinion and what people think. Unfortunately, many of them are educating the masses in the concept of GIGO - Garbage In Garbage Out. GIGO is an interesting concept that refers to the fact that people are continously bombarded by pseudo-scientific and mistaken ideas, and eventually start believing their veracity and transmit them to others. These people are not necessarily uneducated individuals, but usually pick the information online and reinforce false opinions by choosing websites that agree with their views. For example, they follow a TV programme where some beautician with a dubious diploma is...
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...Dove Brand Analysis * Brand Description Dove is the world’s number one personal care brand owned by Unilever, selling products such as beauty bar, deodorants, hair care products and facial cleansers in more than 80 countries. Brand History Dove launched its first product — beauty bar in 1957 and then became a leading brand. In 2000, Dove became a Masterbrand of Unilever and expanded to personal care category. Since then Dove started series of new revolutionary campaigns such as “ the Campaign for Real Beauty”, which triggered hot social discussion and attracted considerable social attentions. Product Characteristics Functional: Dove’s products are characteristic of mild, moisturizing, and one-quarter cleansing cream. Dove stays with the claim not to dry skin the way any other personal care products do and is widely endorsed by dermatologists. Emotional: Consumers can become more beautiful on their own way, feel more confident and self-esteem, and celebrate their individuality and unique real beauty. Brand Values and Personality Dove values real beauty, self-esteem, inclusion and diversity, and social responsibility. Dove tries to change the traditional way society views beauty and highlights real beauty. Dove wants to be considered as a real, confident, innovative, and unique brand. In consumers’ minds, Dove is always associated with naturalness, purity, sincerity, youth, high self-esteem and real beauty on own way. * Consumer Description Target Audience ...
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...Basically cell phones are electronic devices that can be contrasted to a radio, it communes to the world by broadcasting and receiving tone of voice all the way through cell towers setup throughout gigantic areas. (Uses of Cell Phones, 2011) Cell phones in these contemporary world have become more and more popular and also one of the most desirable things for humans beings to have always in possession on the grounds that it has the capability to keeps in touch with family and friends from far of places, these days due to the development of advanced technologies cell phones are not accomplished only for receiving and talking phone calls, but can also stores important data, takings cameras, stores songs amongst other uses. Moreover, the moderns cell phones are capable of internets access, savings data and files and also it can be used to indulge into business and marketing. (Uses of Cell Phones, 2011) Mobile marketing has basically two definitions due to its evolution from the past. The first one which is relatively a recent one, is meant to describe marketing on or with a mobile device, such as a mobile phone whereas the second describes a more conventional marketing which is marketing in moving fashion, for example, technology road shows, moving billboards, or advertising on vehicles. (Mobile Marketing, 2009) Even if there are various definitions for the concept of mobile marketing, there are actually no commonly accepted definitions for it and hence generally...
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...Gillette’s other toiletry division. In seeking new ventures with high growth markets, where SRD’s already established strength can be used to their advantage Bingham has become highly interested in the blank-cassette market. 3. What decision does he have to make? * Should the cassettes be marketed under the Gillette name, more specifically, “Gillette Cassette?” While using the Gillette name in the promotion would be advantageous due to its high connotation of quality and reliability, would it have the same effect with a new, seemingly unrelated product such as the cassette? While Bingham is sure the Gillette name would ensure a high quality product, he is aware that the new cassettes would have no functional advantage over other brands at this point. * While distribution has long been seen as one of SRD’s strong points, in the case of the cassette they may have to look at branching out even further to electronics and high fidelity stores. They will also have to evaluate some of their already established outlets, which don’t already sell cassettes to see if they would be likely to start selling the product. * A much smaller preliminary budget of two millions...
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...Social Media Effects on Business Contemporary Business – Dr. Professor March 10, 2010 Social media is a popularity tool for individuals and business. As an experiment in the infancy of globalization it has outgrown its original hypothesis’. If sites such as Facebook were their own countries, they would be placed in the podium of power internationally. (Divol, R., Edelman, D., & Sarrazin, H. 2012) So, it would be safe to assume that star power is worth its time spent creating. By publishing high quality work and building a massive amount of followers; your audience will share your information with their audience. (Gunelius, Susan. 2013) However, from a marketing stand point business can’t rely on social media alone. “If you spend all your time on the social Web directly promoting your products and services, people will stop listening. You must add value to the conversation. Focus less on conversions and more on creating amazing content and developing relationships with online influencers. In time, those people will become a powerful catalyst for word-of-mouth marketing for your business.” (Gunelius, Susan. 2013) Gaining popularity in the business landscape of the twenty first century is quite different than that of the past century, and adversely more evolved than the nineteenth century. Prior to the industrial revolution consumers learned of new products and services by word of mouth, the occasional publication, and pounding the ground beneath their soles. The...
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...9-508-047 REV: MARCH 25, 2008 JOHN DEIGHTON Dove: Evolution of a Brand In 2007, Unilever’s Dove was the world’s number-one “cleansing” brand in the health and beauty sector, with sales of over $2.5 billion a year in more than 80 countries. It competed in categories that included cleansing bars, body washes, hand washes, face care, hair care, deodorants, anti-perspirants, and body lotions. It competed with brands like Procter and Gamble’s Ivory, Kao’s Jergens, and Beiersdorf’s Nivea. Dove had recently launched what it termed a Masterbrand campaign under the title of The Dove Campaign for Real Beauty. For some marketing observers the campaign was an unqualified success, giving a single identity to the wide range of health and beauty products. But the vivid identity owed much to the campaign’s use of the unruly, unmapped world of Internet media.1 Were there risks to putting the “Real Beauty” story out on media like YouTube, where consumers were free to weigh in with opinion and dissent? On blogs and in newsletters, marketing commentators argued that Dove’s management was abdicating its responsibility to manage what was said about the brand, and was putting its multibillion-dollar asset at risk.2 Unilever A leading global manufacturer of packaged consumer goods, Unilever operated in the food, home, and personal care sectors of the economy. Eleven of its brands had annual revenues globally of over $1 billion: Knorr, Surf, Lipton, Omo, Sunsilk, Dove, Blue Band, Lux, Hellmann’s...
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...9-508-047 REV: MARCH 25, 2008 JOHN DEIGHTON Dove: Evolution of a Brand In 2007, Unilever’s Dove was the world’s number-one “cleansing” brand in the health and beauty sector, with sales of over $2.5 billion a year in more than 80 countries. It competed in categories that included cleansing bars, body washes, hand washes, face care, hair care, deodorants, anti-perspirants, and body lotions. It competed with brands like Procter and Gamble’s Ivory, Kao’s Jergens, and Beiersdorf’s Nivea. Dove had recently launched what it termed a Masterbrand campaign under the title of The Dove Campaign for Real Beauty. For some marketing observers the campaign was an unqualified success, giving a single identity to the wide range of health and beauty products. But the vivid identity owed much to the campaign’s use of the unruly, unmapped world of Internet media.1 Were there risks to putting the “Real Beauty” story out on media like YouTube, where consumers were free to weigh in with opinion and dissent? On blogs and in newsletters, marketing commentators argued that Dove’s management was abdicating its responsibility to manage what was said about the brand, and was putting its multibillion-dollar asset at risk.2 Unilever A leading global manufacturer of packaged consumer goods, Unilever operated in the food, home, and personal care sectors of the economy. Eleven of its brands had annual revenues globally of over $1 billion: Knorr, Surf, Lipton, Omo, Sunsilk, Dove, Blue Band...
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...As a trainee working for the laundry detergent brand manager at P&G France, you are being asked the following questions in order to prepare a brand review. Question1: What have been the main changes on that market during the past year? Whatever the financial context in France, we can observe that customers are staying loyal to their own brand. The three major leaders, which are P&G, Henkel and Unilever, are keeping their leading position (respectively 27.2%, 20.7%, and 20.3% volume share in June 2011) and the other brands are fighting at the bottom of the graph. However since last year a new competitor is emerging in the laundry industry. As the first graph shows, Henkel is the challenger that have win market share, in December 2010, Henkel have increase his volume to 24.3% rivalling with P&G (26%) and leaving Unilever (17.7). How can we understand the rise of Henkel last year? We will try to explain this main change by comparing data from value share related to the distribution laundry in France. On graph 1 (figure 1), we can find the laundry market represented by curves. In the past (until 2010) the laundry market was largely dominated by our brand P&G, but during the past year (June 2010 to June 2011), the volume of sales has undergone an earthquake. By analysing this graph we can find an emerging challenger to P&G, which is Henkel. On the second wave we can see a conglomerate of minor challengers that are Colgate, NLN, Reckitt Benckiser and other...
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...Procter and Gamble Attending the Marc Pritchard of Procter and Gamble was very insightful on the evolution of branding and marking. Pritchard, being a part of the prestigious company for 32 of its’ 138 years of being a company, provided an inside track on what key parts were and are changed to compete with the ever-evolving technology that is available to consumers. One has to hit a multiple of platforms including online, print, radio, and television. Appealing to heartstrings and global issues in unique ways is what draws consumers in, along with punch lines. With television and online allowing distractions and the option to skip advertisements creates a big issue. To gain undivided attention of audience through advertisement leads into you need to reach them with your advertisement on all platforms. In this age the goal isn’t that you are talking about yourself, but that everyone is talking about you. Starting with finding something that is true; you always want to be accurate, why would someone care; not only with your product but the message behind it, and finally make your brand matter. Getting consumers to see your product and more that just a tangible good is important. Identify who your target consumer is and understand their behavior, try to make sure the brand stand for the most important benefit of the category. Whether that means using a celebrity, athlete, or producing a story, you have to take the challenge or you will never succeed in reaching...
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...Event Business Plan Submitted by: Submitted to: Derya Aydogan Taylor Dees Alex Fullerton Annika Glaser The Okanagan School of Business Dr. Blair Baldwin, The Okanagan School of Business Chad Douglas, Events Manager, Tourism Kelowna December 2, 2014 Executive Summary Rock of the Ages Music Festival is a brand new festival designed for Tourism Kelowna. The purpose of the music festival is to bring together like-minded individuals who appreciate the rock music genre to celebrate its evolution. Rock of the Ages music festival will host many rock bands, or their tributes, from the early 50’s to today. The festival will be three days during August 14th, 15th and 16th in 2016 with two stages along the waterfront. The music will progress from older to newer rock music. Each day will have a different theme to match the age of the music playing that day. An event brief describes what the event will look like from a customer’s perspective. In the first year of operation, Rock of the Ages expects 5,000 attendees and 20+ rock bands. The music festival will have a revenue stream from ticket sales, sponsors, merchandise, space slips (vendors), alcoholic beverages, VIP experiences, parking and transportation. Rock of the Ages has six major competitors in Canada: Centre of Gravity, NXNE, Sled Island, Osheaga, Boonstock, and Heavy Montreal. Rock of the Ages marketing goals for 2016 are to: Sell-out 5,000 tickets; Ensure at least 4,500 (90%) of attendees are...
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...CONSIDER THE FOLLOWING SCENARIOS 1. The accident: The accident on the road happened because the driver took his eyes off the road for a moment to turn the radio down. He had to look down because it was impossible to identify which was the volume control by touch alone. Why it matters... 2. The register: The line at the register in the gas station moved so slowly because the cash register was complex and confusing, and unless the clerk paid extra-close attention while ringing something up, he would make a mistake and have to start all over again. If the register had been simpler and the layout and colors of the buttons different, that line never would have formed. Why it matters... 3. The coffeemaker: The coffeemaker didn’t make coffee because you didn’t push down the power button all the way. The machine doesn’t do anything to let you know that it has been turned on: no light, no sound, no resistance you can feel when the button makes contact. You thought you had turned it on, but you were wrong. The problem could have been avoided altogether if you had set the coffeemaker to start brewing automatically first thing in the morning, but you never learned how to use that function—if you knew it existed at all. Mobile Evolution Website Evolution Website Evolution Website Evolution As technology gets more advanced… - Systems get more complex - Trends and demands change - Content consumption change - User needs/wants...
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...Federal Express was founded in 1973 by Frederick W. Smith. He literally invented the concept of overnight delivery, thereby creating a whole new market where previously there was none. Starting off with only fourteen small jets at its disposal, FedEx today has more than 560 aircrafts – making them the largest all-cargo air fleet in the world. The total daily lift capacity of their fleet exceeds 26.5 million pounds. Within 24 hours it travels approximately 500,000 miles. With the 2.5 million miles the FedEx Express couriers log a day; it is equivalent to 100 trips around the earth. A need that already has been identified rarely provides companies with big business opportunities. The greatest opportunities arise when you detect a completely new need that your customers didn’t even recognize themselves until you offered a solution to them. That is the success story of FedEx with its overnight delivery system. The company was named “Federal Express” because of the intended associations with the word “Federal” since it expressed an interest in nationwide economic activity. Another trace to the name is the proposed contract with the Federal Reserve Bank, which the company hoped to attain at that time. Although the proposal was denied, the name “Federal Express” was chosen since Smith believed it was a particularly good one for their purposes. It draws public attention to the business and facilitates name recognition. While the ability to identify an unidentified need provides a great...
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