...suppliers, it give to Zara a great reactivity and a good control. Zara reduces also inventory risk and delays thanks to limited series. Zara is able to deliver all of its stores since their huge warehouse which centralized the production, it limits intermediaries, reduce stocks, and delays. One of the main difference between Zara and H&M is that H&M has not the quickness, the reactivity of his production tool and the short delays that Zara can have because H&M produces their garments in Eastern Europe and in Asia and also because of the control chain which is longer. One other main difference are that H&M invests a lot in advertising contrary to Zara, indeed H&M is making huge advertising campaigns. Question 2 In the business model of Zara, the stores are playing a huge and important role. First, Zara do not invest in advertising, they...
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...Shane Wall Time Line: At 15 years old, he was running discos at his local village. At 20 years old he provided entertainment at weddings with his own DJ equipment. Later on he went into a different career working for BBC radio in technical administrations. He then went on to working for a creative communications agency called ‘Unique’, while still running disco parties on the side. In 1997 he set up a business with his friend running snowboarding holidays for party goers, they decided to name the business ‘Abundant Holidays’. In 1999 his friend left the business, which made Shane the owner of ‘Abundant Holidays’. In 2007 he was made redundant by ‘Unique’. Later he used the skills he gained at ‘Unique’ and BBC radio to set up his own communications business called ‘Abundant’. To this day ‘Abundant’ is a successful creative communications agency. About Shane Wall Shane Wall is a passionate entrepreneur, who currently manages the creative communications agency ‘Abundant’. Before Shane Wall got into the creative communications agency he had many previous jobs, for example: working as a DJ providing entertainment at weddings and working for BBC radio in technical administrations. Shane became an entrepreneur in the early stages of his career, when he set up a holiday business with one of his friends aimed at party goers. As a result of working in a variety of industries and businesses, he picked up a lot of useful qualities and skills to later benefit...
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...Mahmud Chowdhury, Marc Salerno, John Curtis Gwilliam EC 203 Chapter 2 Group Project Pelican Stores The Pelican Stores division of National Clothing has recently run a promotional campaign in which discounted coupons were sent to customers of other National Clothing stores but not Pelican Stores customers. Throughout the course of one day, about 70 promotional customers were recorded. If these customers are to be counted as customers that Pelican stores would not have otherwise gotten, then the promotion can be considered as an overall success. However, general widespread promotions may not be economically feasible in the future. In this regard, the data from the sales for one day will be analyzed in order to develop a better customer profile and evaluate the promotional campaign. The first variable of interest will be number of items sold per customer. Items | Percent Frequency | (0-2) | 56 | (3-5) | 28 | (6-8) | 9 | (9-11) | 4 | (12-14) | 1 | (15-17) | 2 | From this data, we see that the number of items sold is heavily skewed to the right. Most of the item sales were within the 0-2 and 3-5 items sold range, comprising 74% of the sales. From this data, we can say that customers prefer to buy items in small quantities rather than large. The next variable we look at will be net sales in dollars. Net Sales | Percent Frequency | (0-50) | 39 | (51-100) | 35 | (101-150) | 16 | (151-200) | 6 | (201-250) | 1 | (251-300) | 3 | This data more...
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...Dove Campaign for Real Beauty Case Study By: Melinda Brodbeck and Erin Evans Presented March 5, 2007 SITUATION: The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Unilever, Dove’s parent company, went to Edelman, its PR agency, for a solution. Together, they conceived a campaign that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The following summer, CFRB was brought to the United States and Canada. CRFB aimed not only to increase sales of Dove beauty products, but also targeted women of all ages and shapes. According to the CFRB website, “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” In addition to changing women’s view of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel, Dove distinguished itself by using models that ranged from size six to fourteen. CRFB abandoned the conventional cynical method of portraying “perfect” women as beauty role models. RESEARCH: Dove commissioned The Real Truth...
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...Foundation CPR advertisement including Vinnie Jones To: CEO of Prestigious Promotions From: Harry Anderson Terms of Reference: Within this report I will look at success of the BHF campaign looking at the variety of media they used and how successful each form of media was. Procedure: I will do this by looking at evidence gathered from the internet, look at the facts and figures of the campaign and come to an overall conclusion on the success of the campaign. The British Heart Foundation is the UK’s number one heart charity, founded in 1961. The charity was founded by a group of scientists concerned with the rising death rates from cardio vascular disease. The money raised from its 700 shops nationwide and donations go directly to scientists for research and development in cardio vascular diseases. Last year over £84 million pounds was given to scientists for research. A few of the promotional mix were used to achieve their goals and help them achieve a successful campaign. Firstly advertising was used in various ways for the campaign the advert launched on twitter and was a success with 53,000 shares within the first week. The advert was also launched on YouTube before it debuted. Furthermore the advert has over 4 million views on YouTube. To create Publicity for the campaign they used a celebrity in Vinnie Jones this creates excitement about the advert a draws people into watching it: creating publicity. Finally from the advert there corporate image was increased...
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...Commercial Campaign Review Project Commercials are created to get a company’s product recognized for present or future use. They’re many different kinds of commercials, some are created to make you hungry, help with pain, offer healthier food for your dogs, and especially to make your kids beg you for toys they see on the television. Commercials are the most effective marketing technique as far as getting a product recognized and publicly known. I personally love funny commercials and the ones I have decided to talk about have made me laugh and have left an impression in my mind of their products. The first commercial I am reviewing looks like it takes place in 1950’s, it edgy, different and funny. Progressive Insurance commercials have had a few funny ad campaigns, and this one is no different. Taking place in a time when women were the ‘stay at home moms’ and the fathers were the breadwinners, this commercial takes it another step and criticizes a women who’s trying to take matters in her own hands by price checking other companies to try and save money. As she talks a Man keeps interrupting her as to why she isn’t cooking or taking care of the kids, while she tries to put him in his place, the commercial ends with the man asking where her husband was? I didn’t grow up in the 50’s, so I could see how an older generation could be affected by this Ad. However I was not, it’s a witty commercial that makes me think about how things use to be. Progressive is a huge corporate...
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...countries; in India Skin lightening treatments are becoming increasingly popular. The Indian people perceive fairer complexion females to be more dominant and respected. Therefore skin-lightening treatments became a huge industry which was dominated by Fair & Lovely from Hindustan Lever Ltd (HLL). They were responsible for 90 percent of the market shares until CavinKare Ltd launched Fairever, which grew and gained 15 percent shares in the market. Wanting to regain their dominance in the market HLL decided to put out their new campaign ads which to the All India Women’s Democratic Association (AIWDA) basically conveyed the message that “if she is not fair in color, she won’t get married or wont get promoted.” This of course created a huge problem in India, which forced HLL to switch their campaign strategies and pay more respect to the women of India and their culture. 1. I think it is very clear to say that HLL was ethical in most of its campaign to sell its’ product. The country and culture has had a huge demand for skin lightening treatments for a long time; HLL has done nothing wrong but tried to give the people what they truly desire. Many women think that their skin tone will define them as a woman in society, therefore they are willing to seek any means to acquire what they believe is the perfect skin tone. HLL saw a great opportunity, took it and ran with it. Although the cream doesn’t actually change one’s complexion fully, it changes the facial color for a certain...
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...[pic][pic] Consumer Behaviour Introduction to the brand Dove is a personal care brand owned by Unilever. Dove products are manufactured in the Netherlands, United States, Germany, Ireland and Brazil. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of a dove, the colour of which often varies. Dove's products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products. Dove soap was launched in the United States in 1957, years after Unilever acquired soap factory De Duif (Dutch: The Dove) in The Netherlands, from which the English brand name Dove is derived. Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream. Dove has a great consumer following and has established itself as a premium Soap or rather a beauty bar in the market as well as in the minds of the consumer. [pic] Target Audience The target audience for Dove is basically • Women who want to care for their skin • Who want to look and feel their personal best • Aged 30 – 50 • Beginning to feel the effects of dry skin It has been observed that the core target audience of dove are women who are home makers or are working professionals Mostly they are the middle aged women who want beautiful skin and are not swayed by the fairness which other soaps...
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...CULTURAL CONTEXT IN ADVERTISEMENTS Effective advertising is possible only when the advertisement conveys the intended message, giving consideration to underlying cultural codes. Semiotics, the study of signs and symbols and their meaning, offers valuable tools for analyzing advertising to uncover strengths or weaknesses of ad campaigns. In general, advertising can communicate either a solution narrative (i.e. buy our product and it will solve your problems), or an enhancement narrative (your life is already good, but if you use our product it will be that much better). Below is the comparison of the message being conveyed in both the Western and the Chinese context: * Motorcycle: Whereas in a Western context a motorcycle represents freedom, adventure, and speed, in a Chinese context it is considered dangerous, noisy, and low status. * Open Landscape: For Westerners, the open landscape portrays independence and lifestyle enhancement. From the Chinese view, the countryside may be perceived as dirty and dusty. The codes present in the advertisement convey a very different message when translated into the a different cultural context, and do not result in communicating the message which was actually intended. Some examples where companies failed due to lack of understanding of cultural nuances are: * Car ‘Nova’ in Spain-This car was introduced in Spain Nova in Spanish means it wont go which the company failed to recognize before launching the product ...
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...convincing is an ad camping for Volkswagen Amarak. According to many people, an effective advertisement is one that is hard to define. For this reason, I am going to use an operational definition to define it. An effective advertisement needs to have a clear message for their audience, it needs to display artistic expression (imaginative, colors, etc.), and last but not least target their audiences emotion. According to the criteria listed above, the print advertisement for Volkswagen Amarak is effective. The ad campaign shared what the product is and why people should buy it. The ad was effective in controlling the audience feeling and also included images that required the audience to use their imaginations. The printed advertisement contains three individual images. The main eye catching image on the ad is the gigantic car Key that comes out from the left side of the picture stretching across the middle. It is the most creative and significant part of the campaign. They used the groves of the key and altered it into a safari and mountain scene. The second image used is a picture of the car on the left corner of the advertisement. Last but not least is a printed statement that reads “Turn on your adventure” and right on the bottom of it “Over 620 miles on a single tank. Volkswagen Amarak” (Amarak,...
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...Effective Advertising Planning and Implementation Name Course Name and Number Instructor’s Name Date Effective Advertising Planning and Implementation Advertising is a key resource to businesses because it allows businesses the opportunity to reach its customers, and it also creates other opportunities to gain new customers. This is how a company increases its market share. However large a company's customer base determines how large of a piece of the market share pie it owns. This is why effective advertising planning and implementation is so important. There are several key components to an effective advertising implementation plan, and each component serves a specific purpose in the smooth operation of advertising campaign strategies. Two of these key components are marketing research and advertising research. Marketing Research Effective advertising planning includes an effective marketing research initiative. According to Arens, Weigold, & Arens (2008), marketing research helps a company's management team make sound marketing decisions, and also assists in the development of systematic procedures for gathering information. These procedures are used to record and analyze information as well. Additionally, marketing research helps companies with what Arens, Weigold, & Arens (2008) refer to as the three R's of marketing. The first "R" of marketing is recruiting new customers. The second "R" of marketing is retaining current customers, and the third "R" of marketing...
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...Synergy, Coherence, and Consistency in Advertisements and the Vital Role They Play By: Cameron Dailey (0399141) Date: February 17, 2012 Course: ADMN 3150 The advertising industry is a difficult market to define, some call it art and some call it a science, either way it comes down to effectively communicating ideas to customers. But how does one persuade potential customers to start buying, and current customers to continue buying a product or service? The answer depends on many things, and can change quickly, especially in today’s market place. Though the world is changing faster than ever, advertising must be able to be broken down to basic parts that are necessary for an ad campaigns success. Leo Burnett believed that advertisements should reflect the world around it, by using folklore he created famous ad campaigns such as The Jolly Green Giant, Tony the Tiger, and the Marlboro Man. Where Burnett often used created characters in his work, David Ogilvy believed in making the product the hero of the commercial. Obviously there are different points of views on what a successful ad campaign should look like, but they all share a certain characteristics. This paper intends to argue that concepts of consistency, coherence, and synergy are necessary for a successful advertisement. Consistency in advertising can mean many things, consistency from one ad to the next, consistency of employee and organizational value, and so own. Everything an organization does affect...
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...Study 2 “Hips Feel Good” – Doves Campaign for Real Beauty July 9, 2009 TABLE OF CONTENTS Executive Summary…………………………………………………………………………………………….. 2 Problem Statement…………………………………………………………………………………………….. 3 Data Analysis………………………………………………………………………………………………………. 3 Alternatives Analysis…………………………………………………………………………………………… 8 Key Decision Criteria…………………………………………………………………………………………… 9 Recommendations……………………………………………………………………………………………… 10 Action and Implementation Plan………………………………………………………………………… 12 Implementation Roadmap....................................................................................... 13 Executive Summary Unilever is a multi-national corporation, formed of British and Dutch parentage that owns many of the world’s consumer product brands in foods, beverages cleaning agents and personal care products. Unilever employed 174,000 people and had a worldwide revenue of €40.5 billion in 2008. Unilever's main competitors include Procter & Gamble, Nestlé, Kraft Foods, Mars, Reckitt Benckiser, Henkel and Spotless Group. The Dove Campaign for Real Beauty is a worldwide marketing campaign launched in 2004 that includes advertisements, videos, workshops, sleepover events and even the publication of a book and the production of a play. The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with them. The campaign featured normal women of different...
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...well as give you a brief summary of our company’s background history in addition to our future business proposal. Lastly, I will also highlight the problems associated with our present advertisement system; offer a proposed solution along with its benefits and a strategy to implement our new advertising vision. With the above stated it is our hope that with the implementation of various advertisement methods for our establishment’s products, this strategy will increase the number of clientele, while simultaneously providing customer satisfaction and ultimately increasing the company's profits. SUMMARY OF PROPOSAL While completing a routing inspection of RicoBites, it suddenly became apparent to me that the store’s main weaknesses are as follows: 1- No profits 2- No customers The combination of the above two problems, in addition to the fairly isolated location of the establishment, has ultimately limited the number of customers as well as the cash flow dating back to the business’ opening six months ago. Although these three factors have created a dilemma, fortunately, the solution is quite simple and fairly inexpensive - RicoBites must design its own advertising campaign. In short, to efficiently and effectively rectify this situation, the most expedient advertisement methods of RicoBites products will be via newspaper, television and most importantly, the Internet. BACKGROUND INFORMATION When opening any new business many issues arise. With that said...
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...TEXTING WHILE DRIVING LAWS Jessica Daniels DeVry University TEXTING WHILE DRIVING LAWS SECTIONS III, IV, AND V Imagine a person driving in a car down the road and all of the sudden the car coming the other direction swerves and hits a person head on. The victim of the crash probably thinks the other driver was intoxicated in some way, but that person was texting while driving. This shows that sometimes people drive as badly when they are texting while driving as when they’re intoxicated. I had a personal experience of this kind. The author of this article had a friend who was driving down a country road texting while driving. He swerved left of center and hit a box truck head on and died instantly. Everyone in high school at the time knew him so it was quite devastating to the entire student body. There were grief counselors on site for a couple weeks after he passed away. This incident shows how a simple act can instantly affect everyone so quickly. There are more and more texting while driving injuries and deaths happening every day. A lot of these injuries and deaths are in states with lenient texting while driving laws. If communities in the states with these lenient laws helped raise awareness, people may think twice before texting while driving and also raising awareness could possibly lead to the chance to change some laws. Some people believe texting while driving laws make people have to hide their texting behind the wheel, thus making it more dangerous (Masnick...
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