...7 Tipps für erfolgreiches Viral Marketing Sicher ist vielen Leuten der Begriff Viral Marketing weitgehend unbekannt, trotzdem sind wahrscheinlich sind die meisten von ihnen schon einmal Teil einer solchen Werbekampagne geworden oder haben aktiv ein Produkt dadurch unterstützt. Sobald wir einen Link verbreiten, uns ein YouTube Video ansehen oder einen Artikel auf Facebook liken tragen wir zu viralem Marketing eines Produktes bei und sind uns dessen doch nicht immer bewusst. Die Frage, die aber oft im Raum stehen bleibt ist ob der Erfolg solch einer Kampagne nur Zufall, Glück oder doch das Ergebnis einer langjährigen Planung darstellt? Falls ja, wie würden diese Planung aussehen und was müssten ein Produkt besitzen um erfolgreich zu werden? Wie wurde zum Beispiel eines der neusten und bereits in der Vorlesung angeschnittenen viralen Marketingkampagnen, Psys Gangnam Style, zu einem solchen weltweiten Phänomen? Kevin Cain nennt auf seinem openview blogg vier Kriterien welche für das Produkt der Marketingkampagne sehr wichtig sind und möglichst erfüllt sein sollten damit ein viraler Effekt entsteht: 1. Entertaining – Unterhaltsam Das Produkt sollte in erster Linie unterhaltend sein und den Nutzern Spass bereiten. Dieses Kriterium wird beim Gangnam Style Video durch eine kreative, witzige Tanzchoreografie und viele Farben erfüllt. Das Video ist sehr abwechslungsreich und vereint dadurch viele Themen, die den Konsumenten ansprechen könnten. 2. Educational – Lehrreich ...
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...GLOBAL MARKETING 이름: 쪼우즐빈 학번: 201218515 Psy phenomena and international success The song Gangnam Style by Psy is considered by some to be a worldwide phenomenon that has influenced global popular culture, and it also topped national music charts in Australia, Canada, France, Germany, and the United Kingdom. According to the news agency Agence France-Presse, the "phenomenal" success of "Gangnam Style" has played a significant role in spreading the Korean Wave to other countries. As the song continued to attract worldwide media attention, it also led to various broadcasting networks and national newspapers focusing its attention on Korean popular music (K-pop) and other aspects of Korean culture. For example, The Daily Telegraph published an article recommending its readers to try out everything from K-Pop to "K-Cars", "K-Phones" and "K-Cuisine". After the release of "Gangnam Style", the American talent manager Scooter Braun, who discovered Justin Bieber on YouTube, asked on Twitter "How did I not sign this guy (Psy)"Soon afterwards, it was reported that PSY had left for Los Angeles to meet with representatives of Justin Bieber, to explore collaboration opportunities. On September 3, Braun made a public announcement that was later uploaded onto YouTube, saying that he and PSY have decided to "make some history together. [To] be the first Korean artist to break a big record in the United States." On September 4, it was confirmed that...
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...results from its review into how the music video Gangnam Style became so popular online, finding that the campaign was an organic natural hit with little if any “gaming” (false manipulation) of traffic volumes and online mentions. Overall the report found that, rather than being celebrity tweets which drove the popularity, it was a well structured and meticulously executed campaign by the South Korean label company behind the song; YG Entertainment. The report was broken down into three stages; firstly the set-up by YG Entertainment, secondly the song and the video content and finally the media push. Stage 1: The Set-Up Driven by the record label behind Psy (the star of Gangnam Style), YG Entertainment, the video formed part of a wider business goal to push into the US and UK music industry. The report found that YG Entertainment had spent a significant amount of time, before the song came along, setting up an office in America and exploring partnerships with artists such as Will.i.Am. A deal announced with record label Scooter Braun was also brokered in advance, and planned to be announced at the right, strategic, time, so as to give the campaign a further boost. The company also invested in organically growing an engaged audience, so that when the right song came along, they had a large platform on which to seed the campaign to ensure maximum exposure and a surefire online hit. In addition YG's seeding platform, pre-Gangnam, it had around 2.5 million subscribers to its...
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...Research Memo Date: October 16, 2013 To: Prof. Hastings From: Riki Kotaka Subject: How do music companies address the issue the music sales has been declining? Introduction Music is essential for our lives, however it is difficult for those who get involved with music industry to make a profit. Music industry has been shrinking since 1999 when Napster, pioneering music file share service, was founded [1 McCormick]. In 1990’s when the music sales were at the peak, the total global music revenue was around $30 billion, but the one in 2012 was only $16.5 billion [2 Pfanner]. I did summer internship at Sony Music Entertainment in Tokyo for a month. I’ve participated in some meetings to consider marketing plans for musicians. One main reason of the sales declination is an illegal downloading. Although laws prohibit illegal downloading, there are still massive illegal downloading websites on the Internet. However, global music sales in 2012 increased for the first time since 1999, and the number of songs downloaded illegally was declined to 210 million in comparison to 1.2 billion in 2008. [3 Sherwin] It seems that music companies finally found some efficient ideas to overcome illegal downloaders. Do music companies actually increase their profits? And how did music companies start adjusting the situation? The purpose of the research paper is to figure out the main reasons why music sales finally increased, any differences to market music products and if the situation...
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...EvoThe evolution of social media into a robust mechanism for social transformation is already visible. Despite many adamant critics who insist that tools like Facebook, Twitter, and YouTube are little more than faddish distractions useful only to exchange trivial information, these critics are being proven wrong time and again. Simon Mainwaring (2011). For several decades music could only be heard by either buying a single or an album from the local record shop, listening to the radio or going to watch a live gig. There was a time that it would be a special occasion to take your Vinyl or CD home and play it through a sound system. Those days seem so very long ago now. In more recent years, through the evolution and growth of iTunes, YouTube and technology in general, there are many new ways of listening to music. Thanks to modern technology, we now listen to music on a verity of different platforms such as our computers/laptops, phones, iPods and even home gaming devices. We can now listen to music 'on-the-go' and that means we aren't confined into listening to music in certain circumstances - i.e., sitting in front of a CD player. We listen to music how, where and whenever we want to. Over the past decade, this has become normality and is how the majority of the world listens to music, proving extremely popular to millions of people. In 1999, ‘ Sean Parker’ and ‘Shawn Fanning’, two 18-year-old college students, changed the music industry forever with their file-sharing...
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...Social Media Boom and Marketing heights Businesses are looking more critically at social media and its influence on the bottom line. The buzz of social media is a new big thing to talk about. Social media becomes a powerful backbone of marketing. Whether it is a rise of a brand or a fall, social media plays a vital role. Marketing gimmicks have become an attraction on Infobahn, like Garnier products giving a dreadful skin disease or a Frooti employee mixing drops of HIV infected blood; all hampers your brand image. Also dumping a simple ice bucket on your heads can increase your brand equity. Is ALS Ice Bucket Challenge, silly social media fad, a waste of water or just another example of “slacktivism” that allows people to feel good about themselves without really doing much? I was really keen to know about it and also what was so great about the ALS Ice bucket challenge which has even made celebs crazy for it? And this is what I got to know about ALS Ice Bucket Challenge– in which millions of people shared videos of themselves getting doused with ice water and then demanding that others do the same or donate to fight the disease or both. From July 29 to Aug. 20, the ALS Association was able to raise more than $31 million to fund research to find a cure for amyotrophic lateral sclerosis, a fatal disease that attacks the nervous system. Doesn’t it freak you out? When members of Team FrateTrain issued the Ice Bucket Challenge to their base, they did not set out to make...
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...Final Year Essay Economic development in South Korea First of all, I decided to do my final year essay on South Korea’s marketing because I’m a massive fan of this country. Indeed, I have chosen economics as my study option. Then, it was obvious to talk about the Mark in South Korea during a whole year. I had to answer a question which was “Why South Korea will soon be the most influent country in the world ?”. Through different themes, I’m going to answer to this question again. However, I would like to remind you what the market is. It comes from the verb “to market”. It’s a process of communicating the value of a product or service to consumers, for the purpose of selling that product or service. In my own words, I think the marketing is a market study where people need to find a new product, with its promotion and price and where selling the product is the main goal. To make benefits is the main goal. So, South Korea is a country in East Asia. More than 50 million people live in South Korea. Its surname is “Asian Tiger”. In terms of gross domestic product which is the total amount of goods and value produced in a country each year, South Korea ranks 15th in the world. It is one of the most industrialised country. The south Korean economy is very special because before the sixties, it was one of the poorest country in the world. An employee only gained about 260 dollars a year while today, south Korean have an income of 20 000 dollars a year. Before 2000, S.Korea...
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...Facebook In February 2004, Mark Zuckerberg, with the help of Andrew McCollum and Eduardo Saverin, launched a website that would change online social interaction forever. The Facebook started on the campus of Harvard University, where the three friends were students, Zuckerberg being a psychology major of all things. In May 2004, only 4 months after The Facebook was born, he dropped out of Harvard and moved to Silicon Valley with McCollum and Dustin Moskovitz. In September 2004, they secured venture capital from PayPal founder Peter Thiel. The $500,000 investment was a start, but Zuckerberg and friends had big plans for The Facebook. Seeing the potential value in The Facebook, Jim Breyer and Accel Partners ponied up $12.7 million to assist Zuckerberg in the expansion of his virtual empire. October 2004, Zuckerberg had the money, the manpower, and the institutional backing to go global. And in August 2005, The Facebook dropped the “The” and Facebook.com was registered for $200,000. The next step for Facebook was direct advertising. In August 2007 Facebook announced that it was looking to “translate its popularity into bigger profits” by offering advertisers direct access to their targeted demographic consumers. Indeed, Zuckerberg and Co. were certainly within their right to exploit the popularity of the phenomena, why not? What’s the point of offering the service and collecting all this data if it can’t be used towards lining the company’s shareholders pockets? And if Facebook...
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...Encyclopedia Skip to content * Home * About Business Communication and its Types → Types of Communication Posted on March 8, 2009 by admin Communication Communication is a process of exchanging information, ideas, thoughts, feelings and emotions through speech, signals, writing, or behavior. In communication process, a sender(encoder) encodes a message and then using a medium/channel sends it to the receiver (decoder) who decodes the message and after processing information, sends back appropriate feedback/reply using a medium/channel. Types of Communication People communicate with each other in a number of ways that depend upon the message and its context in which it is being sent. Choice of communication channel and your style of communicating also affects communication. So, there are variety of types of communication. Types of communication based on the communication channels used are: 1. Verbal Communication 2. Nonverbal Communication 1. Verbal Communication Verbal communication refers to the the form of communication in which message is transmitted verbally; communication is done by word of mouth and a piece of writing. Objective of every communication is to have people understand what we are trying to convey. In verbal communication remember the acronym KISS(keep it short and simple). When we talk to others, we assume that others understand what we are saying because we know what we are saying. But this is not the case. usually people bring their...
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...Executive Summary This case study is all about can soju overcome vodka in U.S. market where vodka is already most selling spirit. If we look into soju it is very similar to vodka but little sweeter than it and it is also the most consumed drink in the world and now there are trying to introduce new flavor to it so considering the recent trends plus it is way cheaper than vodka. Soju can faces some problems and challenges it has to work on its marketing strategies and look into current trends to overcome and acquire spirit industry in U.S. and how it can achieve with the help if various references is what I am going to mention in this case study. Introduction Alcohol Beverage can be defined as a drink containing more than 1.5 percent in volume and containing ethyl alcohol can be classified as alcohol beverage (Definitions.uselegal.com.2015).It is said that there is account of alcoholic beverages from 6000-7000 B.C. (Gately. 2008). It is also said Beer is one most oldest and popular drink identify by human civilization (Bellis, 2015). Alcohol Beverage are made up of two process such as fermentation and distillation. There are various classification of alcohol beverages in around the world the most famous ones are wine, liqueur, beer, whiskey, vodka, Tequila, rum, champagne, sake and soju. It was predicted that global alcoholic beverage industry will be comprised of $1 trillion dollar in year 2014 which would be 10% increase in last 5 years with a consumption of 210 billion...
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...Contents Why this project important Before taking up the main subject 1. Executive Summary 2. Overview of Current Situation (with some background) 3. Situation Analysis ( Country, Industry, 3 C’s: Customers, Competitors, Company) 1) Analysis of overall attractiveness of a country 2) Industry A. Diamond Model (Michael Porter) B. Analysis of failure examples in SPA industry C. The major background of SPA brand’s failure at first entry to the market D. Characteristics of SPA 3) Customers (consumer behavior) A. Broad Fashion market B. SPA Fashion market 4) Competitors– ZARA, H&M A. ZARA B. H&M 5) Company (8 seconds) A. Recent State B. about company 4. Suggestions 1) Make Brand Identity & Collaboration 2) STP for 8 seconds 3) 4P for 8seconds 5. Reference Why this project important There are some SPA brands in Korea which from foreign countries and intensive competition. They are growing up rapidly. The new SPA brand “8 Seconds”, (from Korea, Cheil industries) is in the introduction level, so it needs special strategies to be grown up successfully in Korea. Our team is going to analyze the fashion industry and suggest strategic ideas for “8 seconds”. Before taking up the main subject Before we analysis how to success SPA brand and when SPA industry appeared in a market, also what we should suggest to 8seconds.We visited and asked several questions about SPA industry and 8seconds to experts working in Etrade...
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...1 CONTENT PAGE 1. 2. Executive Summary Business Background 2.1. Company Name 2.2. Mission Statement 3. Industry Market Analysis 3.1. Industry Profile 3.2. Market Demographics 3.3. Industry Growth 3.4. Market Analysis 3.5. Lifestyle Trends and Its Impact 4. Competitor Analysis 4.1. Public Libraries 4.2. Schools (including night studies) 4.3. Positioning Marketing Mix and 5. Recommendations 5.1. Product 5.2. Participants 5.3. Physical Evidence 5.4. Process of Service 5.5. Pricing 5.6. Place 5.7. Promotional Mix 6. 7. 8. 9. Financial Highlight Sustainability Appendix References 10 10 11 12 12 13 13 14 17 17 18 37 3 4 4 4 5 5 5 6 7 7 8 8 8 9 2 1. EXECUTIVE SUMMARY In Singapore, the trend of students studying out has been increasing steadily. It has become a culture and a norm to study out. However, there is a severe lack of dedicated study space. Hence, Tables and Chairs is determined to change this situation. Besides profit oriented, Tables and Chairs also provides the unique opportunity for students to contribute back to society as a fraction of our profit goes to sponsoring a child. Our patrons include students of any level whom are seeking a space to carry out self study. Therefore our direct competitors in providing study spaces include Public Libraries and schools while indirect competitors include cafes and fast food restaurants. One unique feature of Tables and Chairs is that students will be able to pre-book their study spaces online. Our website also allows students...
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...kantang “KPOP.” Bukod sa galling kumanta at sumayaw ng mga koreanong kabilang sa isang grupo na gumagawa ng kantang “KPOP,” dahil na rin sa ganda, gwapo, at galling nilang pumorma kaya naman madali nilang nakuha ang atensyon ng maraming tao, partikular mga tinedyer. “KPOP” o “Korean Pop” ay isang uri ng musika na nadebelop sa bansang Korea kaya naman puro koreano at koreana ang mga gumagawa ng mga kanta nito na nakasalin sa kanilang sariling wika. Ang mga kabilang sa isang grupo ng mga koreano ay hindi lamang magaling sumayaw at kumanta, lahat sila ay magaganda at gwapo na nakakaakit sa maraming tao. Ang ilang mga estudyante ng Politeknikong Unibersidad ng Pilipinas na kasalukuyang kumukuha ng kursong “Business Administration major in Marketing and Management”, ay mapapansing maraming tumatangkilik ng musikang “KPOP.” Mapapansin ito sa musikang kanilang...
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...trendwatching.com’s free Monthly Trend Briefing How will YOU deliver on consumer expectations in the next 12 months? 10 crucial consumer trends 2013 December 2012 / January 2013 trendwatching.com/trends/10trends2013 Introduction: 2013 will be the perfect storm of necessity and opportunity: some economies will do OK(-ish), others will be shaky, but in whatever market or industry you’re in, those who understand & cater to changing consumer needs, desires and expectations will forever have plenty of opportunity to profit. A remapped global economy, new technologies (or ‘old’ technologies applied in new ways), new business models... hey, what’s not to like? Hence this overview of 10 crucial consumer trends (in random order) for you to run with in the next 12 months. Onwards and upwards » 1. PRESUMERS & CUSTOWNERS 2. EMERGING2 3. MOBILE MOMENTS 4. NEW LIFE INSIDE 5. APPSCRIPTIONS 6. CELEBRATION NATION 7. DATA MYNING 8. AGAIN MADE HERE 9. FULL FRONTAL 10. DEMANDING BRANDS 11. MORE-ISM w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trenDs for 2013 2 1. PRESUMERS & CUSTOWNERS “Consumers will embrace even more ways to participate in the funding and (pre-)launch of new products and brands.” 2013 will see passionate consumers embrace two innovative new ‘consumption’ models: becoming PRESUMERS and CUSTOWNERS. PRESUMERS love to get involved with, push, fund, and promote products and services before they are...
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...status that can be utilized by companies who are making commitment for the development of pharmaceutical industry. 2. Targets and Contents of Directory Book 1) Targets for directory book •Korean Pharmaceutical companies: 81 companies. 2) Contents of directory book •Investigation items 3. Method and Way for Utilization 1) Method □ Ways to select investigation targets and to promote them were developed through consultation from consultation committees and domestic pharmaceutical companies (including unlisted ones) ◦Investigated based on basic data involving scale of sales, number of employees and scale of production, export and import ◦Information was also investigated that companies which got into the business late can bench mark in marketing part such as strategies of brand making, new product development and distribution □ Information on current status of R&D collected through email, phone consultation and...
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