...Establish brand meaning (What are you?) • Elicit proper customer response (what do I think or feel about you?) • Convert brand responses to create brand resonance & intense, active loyalty (what about you and me? How much of a connection do I want?) Stages of development Branding objective at each stage 1. Identity 2. Meaning 3. Response 4. Relationships Intense, active loyalty Positive accessible reations Brand salience • Breadth and Depth of Awareness • Product Category Structure • Strategic Implications Creating Buying habits • Early 1900s-Americans teeth health in decline • Advertising mastermind Cliff hopkins • Pepsodent asked for help • In 5 years, pepsodent on of best-known products on earth • Toothbrushing became a ritual for more than half of americans • Key: cue/routine/ reward cycle • Hopkins idea-tooth film as a cue Brand performance • Describes how well the brand: ○ Meets customers' more functional needs ○ Rate on objective assessments of quality ○ Satisfies utilitarian, aesthetic, and economic customer needs and wants in the product or service category Brand Imagery • User profile/Imagery • Purchase and usage situations/imagery • Brand Personality and values • Brand history, heritage, and experiences Brand Judgments • Quality • Credibility • Consideration • Superiority Brand Feelings • Customers' emotional responses and reactions to the brand • Relate to the social currency...
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...A) The scenario selected is #6 regarding a business that is looking at growing by starting online sales. (B) Online Sales: Advantages and disadvantages: George Scifo (2010) 10 Advantages of Online Advertising. Retrieved from: www.georgescifo.com/2010/05/10-advantages-of-online-advertising Amy Martinez (2012) Amazon to begin collecting sales tax in Texas. Retrieved from: http://seattletimes.com/html/businesstechnology/2018564432_amazon30.html Online Sales: Possible impact: Bill Siwicki (2012) Sales from mobile devices double in December. Retrieved from: http://www.internetretailer.com/2012/01/10/sales-mobile-devices-double-december Clark Fredrickson (2012) Apparel Drives US Retail Ecommerce Sales Growth. Retrieved from: http://www.emarketer.com/newsroom/index.php/apparel-drives-retail-ecommerce-sales-growth/ Phil Wahba (2011) EBay forecast pleases as PayPal, auctions gain users. Retrieved from: http://www.reuters.com/article/2011/04/27/us-ebay-idUSTRE73Q7Z920110427 Don Davis (2012) Amazon’s North American sales rise 36% in Q2. Retrieved from: http://www.internetretailer.com/2012/07/26/amazons-north-american-sales-rise-36-q2 Online Sales: Different requirements for online marketing Rebecca Gill (2011) Successful Internet Marketing Begin With Goals. Retrieved from: http://www.web-savvy-marketing.com/2011/01/successful-internet-marketing- campaigns-begin-with-goals/ Biana Babinsky (2009) Make Marketing Easier...
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...Watson was head of two major journals, as editor of psychology review and founding editor of the journal of experimental psychology. He also wrote two famous papers on behaviorism bewtween1913 and 1915 that told his objective on psychology; it also proposed how behaviorisms principles lead to a better society and individuals lives. Watson was dismissed from John Hopkins University in 1920 due to another divorce, he then got a job in advertising. Despite his career change, he did not abandon...
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...Business Plan for Amanda J. Hopkins Burlesque Lounge In this paper you will see my financial layout for beginning a Burlesque Lounge. I have included detailed layouts of the venue as well as given you an understanding of the financials for such a business. 2012 Amanda J. Hopkins Mandy’s Vixens & Speak-Easy Lounge 4/2/2012 Business Plan for Amanda J. Hopkins Burlesque Lounge Table of Contents 1. Executive Summary 2 1.1. Objectives 2-3 1.2. Mission 3 2. Service 3-4 3. Market Analysis Summary 4 3.1. Market Survey 4-5 3.2. Customer Forecast 5 4. Strategy and Implementation Summary 5 4.1. Competitive Edge 6 4.1.1. Main Competitors 6 4.2. Marketing Strategy 6-7 4.3. Sales Strategy 7 4.3.1. Pricing and Profitability 7-8 4.3.2. Sales Forecast 8 5. Management Summary 8 5.1. Personnel Plan 9 6. Financial Plan 9 6.1. Important Assumptions and Startup Funding Requirements 10 6.1.1. Other Current Assets 11 6.2. Break-even Analysis 11 6.3. Projected Profit and Loss 12 6.4. Projected Cash Flow 13 6.5. Projected Balance Sheet 13-14 6.6. Exit Strategy and Risk 14-15 Appendix | | 12-Month Cash Flow Forecast (12-Month Detail)…………………………………………………. | 16-17 | 12-Month Balance Sheet Forecast (12-Month Detail)…………………………………………….. | 17-19 | | | | | | | Executive Summary This business plan outlines the launch of a burlesque lounge. The venture requires $200,000 in start-up funding, of...
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...------------------------------------------------- Crazy Donuts Marketing Professionals ------------------------------------------------- Research Project Proposal, October 22, 2014 Azmina Rahemanji, Jianlan Chen, Kaan Zaim, & Ramy El-Refai The Johns Hopkins Carey Business School Marketing Strategy BU.450.710.82.FA14 Dr. Haiyang Yang Abstract Our research group, company profile, and team charter plans are written in the following proposal. Dunkin Donuts Considering the amount of competition in the coffee industry, it’s fascinating that Dunkin Donuts has served not only the United States but internationally for over 50 years and has continued to expand. Our team is interested in learning and researching their marketing strategies, expansion strategies, and vision to maintain their leading position in the coffee business. The team will look back to the historic rollouts of campaigns, the known ‘America runs on Dunkin’ advertising campaign, the recent use of innovative marketing practices like the inclusion of Vine videos in TV advertising, and current headlines that read plans by DD to market to Californians after an initial failure in the Starbucks dominated state. As told by the company: “Dunkin' Donuts is the world's leading baked goods and coffee chain, serving more than 3 million customers per day. Dunkin' Donuts sells 52 varieties of donuts and more than a dozen coffee beverages as well as an array of bagels, breakfast sandwiches and other baked goods”...
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...October 2012 SOUNDVIEW Executive Book Summaries www.summary.com Management ® The Power of Habit Why We Do What We Do in Life and Business THE SUMMARY IN BRIEF In The Power of Habit, Charles Duhigg, award-winning business reporter for The New York Times, takes us to the thrilling edge of scientific discoveries that explain why habits exist and how they can be changed. By distilling vast amounts of information into engrossing narratives, Duhigg brings to light a whole new understanding of human nature and its potential for transformation. Along the way, we learn why some people and companies struggle to change, despite years of trying, while others seem to remake themselves overnight. We visit laboratories where neuroscientists explore how habits work and where they reside in our brains. We discover how the right habits were crucial to the successful promotion of Pepsodent; to Tony Dungy who led his team to a Super Bowl win by changing one step in his players’ habit loop; and to Alcoa when it turned itself around by changing just one routine within the organization. At its core, The Power of Habit contains an exhilarating argument: The key to exercising regularly, losing weight, raising exceptional children, becoming more productive, building revolutionary companies and social movements, and achieving success is understanding how habits work. By harnessing this new science, we can transform our businesses, our communities and our lives. by Charles Duhigg ...
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...Communication in Business Student’s Name Institution 1.0 Executive Summary This report contains an analysis of the corporate social responsibility programs or policies of the Coca-Cola Company. It has identified pertinent issues that affect CSR policies and how an organization has to act responsibly. Coca-Cola Company has been a market leader in the soft drinks industry. However, in the recent past they have received negative publicity and unhealthy competition from worthy competitors like Pepsi. This report, therefore, finds out the discrepancies existing between Coca-Cola’s business strategy and their common practice. It, therefore, discusses the CSR projects implemented by the Coca-Cola Company and gives recommendations on how Coca-Cola will continue to operate a sustainable business. Table of Contents 1.0 Executive Summary…………………………………………………………………………..2 2.0 Scope of Engagement………………………………………………………………………...4 3.0 Current Understanding of CSR………………………………………………………………4 4.0 Examining Coca-Cola’s CSR Commitment………………………………………………….5 5.0 Discrepancies between Communicated Intention and Corporate Practice…………………...7 6.0 Recommendations…………………………………………………………………………….7 References………………………………………………………………………………………...9 Communication in Business 2.0 Scope of Engagement Business social responsibility is a core success factor for any organization. While acting to fulfill its mandate, an organization must not infringe on the interest of the community or...
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...Communication in Business Student’s Name Institution 1.0 Executive Summary This report contains an analysis of the corporate social responsibility programs or policies of the Coca-Cola Company. It has identified pertinent issues that affect CSR policies and how an organization has to act responsibly. Coca-Cola Company has been a market leader in the soft drinks industry. However, in the recent past they have received negative publicity and unhealthy competition from worthy competitors like Pepsi. This report, therefore, finds out the discrepancies existing between Coca-Cola’s business strategy and their common practice. It, therefore, discusses the CSR projects implemented by the Coca-Cola Company and gives recommendations on how Coca-Cola will continue to operate a sustainable business. Table of Contents 1.0 Executive Summary…………………………………………………………………………..2 2.0 Scope of Engagement………………………………………………………………………...4 3.0 Current Understanding of CSR………………………………………………………………4 4.0 Examining Coca-Cola’s CSR Commitment………………………………………………….5 5.0 Discrepancies between Communicated Intention and Corporate Practice…………………...7 6.0 Recommendations…………………………………………………………………………….7 References………………………………………………………………………………………...9 Communication in Business 2.0 Scope of Engagement Business social responsibility is a core success factor for any organization. While acting to fulfill its mandate, an organization must not infringe on the interest of the community or...
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...Walmart Case Study Unit I Walmart makes the right decision to drop “Always low prices. Always.” Switching to their new slogan “Save Money. Live better.”, is a way for them to bring in new customers, while still keeping the low prices that their existing customers love and expect. Sam Walton’s vision for Walmart that drove his marketing plan was that “low prices would lead to better living for customers.” (Ghazzawi, 2014 ) Consumers value a better life over just getting lower prices. A recent advertising campaign show Walmart customers-firefighters, accountants and teachers-telling people what they are doing with the money they saved shopping at Walmart. These things ranged from investing in college to affording braces for their kids. (Buss, 2014). Another campaign stated, “Walmart saves the average family about $3100.00 a year, no matter where they shop.” (Kotler, Keller, 2012) Pointing out the benefits of more savings, like the ability to travel with your family or afford college tuition resonates strongly with consumers who may feel like they are working harder and longer hour, yet still struggling to make ends meet. The opportunity to get a quality product while saving money is a big selling point. Walmart's strategy to reinforce the value of spending time with your family and enjoying life is a smart and profitable decision. A few a steps that Walmart can take to protect themselves when the economy is on the rise. Building a stronger customer loyalty helps...
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...For the exclusive use of B. Tu 9-504-096 REV: NOVEMBER 22, 2004 YOUNGME MOON The Birth of the Swatch Ten years ago, the people on the original Swatch team asked a crazy question: Why can’t we design a striking, low-cost, high-quality watch and build it in Switzerland? The bankers were skeptical. A few suppliers refused to sell us parts. They said we would ruin the industry with this crazy product. But the team overcame the resistance and got the job done. — Nicolas Hayek1 In 1993, Swatch was the best-selling watch in the history of the watch industry. In 1992 alone, it sold 27 million units, while cumulative sales surpassed 100 million units (see Exhibit 1). In addition, it was widely acknowledged that the entire Swiss watch industry had been on the brink of disaster when the Swatch had been introduced 10 years ago; the phenomenal success of the Swatch was considered by many to have been a key factor in its resurgence. At the management level, much of the credit for the turnaround had been directed toward Nicolas Hayek, CEO of the Societe Suisse de Microelectronique et d’Horlogerie (SMH), which controlled nine global Swiss brands including Swatch. Over the past 10 years, Hayek had led the way for the success of the Swatch by committing SMH to a business strategy that in many ways defied industry wisdom about how global watch companies should be run. This strategy was based on a strict commitment to vertical integration (the company assembled all of...
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...Dayne Hopkins Mkt-251 Feb. 28th Cadbury Beverages, Inc 1. How would you characterize the carbonated soft drink in the United States? The carbonated soft drink in the U.S is the most popular drink of choice by a large margin. In America consumers drink more soda than tap water, at around 47 gallons per person every year and growing. It is not only the most popular but also a large part of the economy, as some of the biggest companies like Pepsico, Coca-Cola, and Dr Pepper/Seven-Up, who are a few of the majorly recognized companies in America, grow off of these sales 2. How would you describe the changes in the orange category during the period 1985 to 1989? What can be learned from these changes? At a glance the orange category seems to have grown in sales by around 20,000,000 cases sold, according to industry sales sold through supermarkets. Also according to market coverage of Orange Category competitors, Crush and Sunkist have decreased the amount of product put out and Mandarin orange slice, and Minute maid orange have both increased significantly by putting their products in markets where more orange drinks are sold. From what I can tell, the more dominant companies have taken over due to more resources and more money to advertise and move product around. 3. What is Cadbury Beverages relative competitive position in the US soft drink industry? In the orange category? In terms of top companies in the beverage world, Cadbury with 11 difference carbonated...
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...will always be loopholes for ambiguity and misunderstanding. "The notion that formalized marketing planning can become something of a straitjacket, leaving too little flexibility for future marketing, action, is not borne out by the experience of most of the marketers reporting. Many emphasize that for them, formal planning is not mere adherence to standardized techniques sure to yield standardized plans. As they see it, marketing planning in each company is a search for logical goals for the component elements of the marketing function and for logical ways of implementing these goals in the marketplace. This search, it is felt, leaves plenty of room for diversity and adjustment to individual marketing situations and management styles." (Hopkins 1972; 1) The marketing plan is frequently a part of an overall business plan, which includes operations, and...
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...1. GOOGLE MARKET SEGMENTATION a) Geographic Dimensions Highly diverse users as the internet is a universal tool • More than half of the Google search results are delivered to users outside of the United States • Google search and the range of its products are available in 140 countries • The top 15 countries measures as a percentage of population that uses Google area United States (31.49%) followed by India (13.69%), Brazil (5.3%) United Kingdom (3.88%), Canada (2.46%), Germany (2.2%), Indonesia (1.82%), Mexico (1.77%), Italy1.76, Spain (1.7%), France (1.62%) Australia (1.57%), Russia (1.55%), Japan (1.24%) and Turkey (1.13). The percentage of population using Google in the remaining 125 countries is between 0.01 to 1%. b) Demographic Dimensions Google is available virtually everywhere with a very diverse product line and user base. The following demographic descriptions are derived from the web search • 63% of the users are male and the rest 37% are female • The majority of users, 50.4%, fall into the 18-24 age range. • The majority of Google users are of an upper and middle class income structure. 18.3%, are people with income of less than $30,000, 26.9% between 30,000 and 59,999, 27.7% between 60,000 and 99,999, 14.8% between 100,000 and 149,000 and the remaining 12.3% above $150,000 • Most Google users are students that constitute 20.64%, followed by a person's with generally of a higher education and technologically adept (e.g., software engineers...
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...Defining Marketing Paper Student Mkt/421 January 16, 2011 Defining Marketing Paper Marketing is a vital part of product sales and consumer shopping. Often marketing groups place consumers into target groups, without their knowledge, to develop the best strategy for the sale of products. Many people believe that Marketing is just advertising and placing ads in newspapers, on television, the radio, and billboards. Although advertising is an important part of marketing, it is not all there is to it. Marketing starts at a products development and continues to the consumer’s purchase. Within this paper marketing will be defined and its importance explained. Marketing Definitions Until this course I thought of marketing as the advertising and sales of products or services. I thought that marketing was putting ads and campaigns together for the purpose of attracting people to a product or service. After beginning this course I have learned that marketing is much more than advertising, it also plays a role in production and the product flow from provider to consumer. Marketing is valuable to sales because it tells the customer that the product is available, where it can be found, how much it cost, and where the advertisement and placement of the product should be. The "American Marketing Association" (2007), definition is "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have...
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...1 Ogilvy on Advertising By David Ogilvy Sarah Perry JOMC 170 Book Report July 18, 2006 2 About the Author David Ogilvy, born in 1911, was called by Time “the most sought after wizard in the business.” Ogilvy was one of the three key individuals in the Creative Revolution, along with Bill Bernbach and Leo Burnett. Before Ogilvy began advertising, he worked with research giant George Gallup for 3 years (David Ogilvy: History). Ogilvy came from the UK to start his agency Ogilvy & Mather. Starting with no clients in 1948, it has since grown into a worldwide enterprise (Ogilvy.com). As successful as Ogilvy was, he did it all with no college degree (Ogilvy 51). Some of Ogilvy’s most famous campaigns were the Hathaway shirts which ran for 25 years, Schweppes, and Rolls-Royce. Ogilvy wrote 3 books about advertising: Confessions of an Advertising Man (1963), Blood, Brains, and Beer: The Autobiography of David Ogilvy (1978) and Ogilvy on Advertising (1983). Ogilvy retired in 1971 and after his retirement, Ogilvy & Mather was purchased by mega agency WPP in 1989 for $864 million (Ogilvy.com). Ogilvy died in 1999 but his legacy in the advertising world will always be remembered. 3 Abstract of Ogilvy on Advertising In Ogilvy on Advertising, David Ogilvy writes about all aspects of advertising. He explains all the tips and rules he has learned about advertising through his own experience and through looking at data. He mainly writes about the aspects of advertising he knows from his own...
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