...more prevalent and the amount of time people spend online increases online marketing becomes a greater and greater tool for marketers and brands alike....
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...for surveying Social media platforms enable you to create and engage communities online. These communities are of like-minded people who share opinions, ideas, and information of interest with one another. The networks that evolve on social media platforms like Facebook, Twitter, LinkedIn, Pinterest, Foursquare, Google Plus might include the very audiences your business serves. And at some point, you may want to ask for their feedback. For example, let’s say your company is planning to introduce a new mobile app and wants to do a little more market research. You might consider posting a short survey on Facebook and offering a 50 percent discount to the first 50 customers who complete it for you. How to Use Social Media Surveys Social media channels assessments. Do your clients and customers use the Internet and social networks? If so, which ones? Are they on Facebook, Twitter, LinkedIn, Pinterest, Foursquare, Google Plus—or all of the above? How often do they participate in these communities, and for what purposes? What devices do they use to connect, and how likely are they to engage as a consumer? A mobile user will engage with your products very differently than someone who primarily accesses the Internet from Mac or Windows desktop. Use this information to build your digital marketing strategy, including which types of content to deliver (video, blogposts, images, infographics, how to, or other), how long to run promotions, and which key influencers to target Influencer...
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...products used extensively by bakers around the world, King Arthur Flour employee owned company regularly contributes to the future direction of the business (Godes & Mayzlin, 2007, p. 724). This paper will demonstrate how King Arthur made a marketing program from a baking company and their baking activities into a unique business and consumer experience. This paper will also explain how word of mouth has created a unique baking community used to provide support and shared ideas with all consumers. Brand Equity King Arthur Flour’s main sources of brand equity comes from their flour products, which is produced and sold business to business but also their baking equipment, baking products and baking catalogs (Godes & Mayzlin, 2007, p. 726). King Arthur Flour brand equity also comes from their direct to consumer sales through their smaller company stores and cafes which offer baking products, cookware and baked goods for immediate consumption. (Keller, 2013, p. …..). King Arthur Flour has built its marketing program around building and preserving their brand equity by engaging the community, maintaining a quality product and supporting the employee owned company with decisions to support the baking community at large (Godes & Mayzlin, 2007, p. 727). Brand equity in the King Arthur Flour company has been build up not only from the quality products which are produced but the customer interactions the business creates by having a dedicated hotline for bakers, education classes and...
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...1. Develop a brand positioning map using the information in the case. In a 2x2 map, plot the different brands including Burt's Bees on what you consider to be the two important/relevant attributes for consumers in this category. Two relevant attributes for consumers in this category are types of product ranging from natural and pseudo-natural to traditional, and brand usage or awareness. Consumers can make the decision based on what they prefer- natural products cost higher than traditional; however, some people would prefer reasonably priced products regardless of their ingredients. Brand usage indicates how the brand is popular among consumers as consumers would rather spend on brands that they can trust rather than the ones that may use natural ingredients but have failed to convey their value proposition to the consumers effectively. Basically, if the consumers’ perception of the overall brand is positive, they would buy the brand. However, consumers need to have strong brand awareness to have the positive perception about the value proposition and image of the brand. 2. What are the sources of Burt's Bees' brand equity? Utilize concepts from the course. Use facts from the case to support your position. Brand awareness and brand image contribute towards strong brand equity. As Burt’s Bees want to enter the mass market, one needs to consider the brand awareness of brands such as Dove and Olay. These brands are known for their traditional products and rank high on...
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...Joachimsthaler, E. (2013). Why Social Currency Becomes a Key Driver of a Firm's Brand Equity – Insights from the Automotive Industry. Long Range Planning, 46(PLS applications in strategic management: Partial Least Squares modeling in strategy research), 125-148. doi:10.1016/j.lrp.2012.11.004 Introduction In the past decade, managers have endeavored to build brands by creating a strong identity and conveying this identity through consistently managing relevant touch points with customers (e.g., Aaker and Joachimsthaler, 2000; Keller and Lehmann, 2003). To this end, managers are striving to better understand consumer behavior and positively influence consumers' brand perceptions through marketing initiatives (e.g., Keller, 1993). However, the direction of influence on a brand's perception and image has become increasingly bilateral. Today, consumers are no longer simply “receivers” of company- and brand-related information. Instead, they operate as “senders” of this information, e.g., by giving brand recommendations, by expressing criticism, or by sharing information with others (Hennig-Thurau et al., 2010). For this reason, managers no longer have exclusive control over information circulating about a company or brand. Consumers therefore play an important role in forming a company's or brand's perception and value in the marketplace (Keller, 2007). Exchange of information about companies and brands between consumers is not a new phenomenon. However, today we are witnessing a...
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...AJ+: Creating Customer Value Through Active Audience Engagement Engagement is in our DNA. -‐ Raja Sharief, AJ+ Strategy Implementation Manager The Reflective Mindset: Changing Trends in the News Media Industry Al Jazeera, along with other traditional news broadcasters, is currently navigating through an industry being disrupted and redefined. Pew Research suggested that by 2018, the preferred medium for interfacing with news will be overwhelming digital in nature through social media, mobile, and web-‐based interaction with increased content personalization with TV-‐based consumption fadingi. Additionally, like its sister-‐industry, the Print News Media, Broadcast news is being challenged by non-‐traditional players in this space, what are being termed “digital natives”, including digital entrepreneurs such as Amazon’s Jeff Bezos and Ebay’s Pierre Omidyar and more traditional digital native news ...
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...BRAND-BUILDING Branding consists of the name, symbol, slogan, design or any blend of these that identify the offerings of your entity and differentiate it from another. Branding is the visual influence of your company. Brand-building is enhancing brand’s equity directly and indirectly through marketing campaign and promotions respectively. Brand equity is the significance your business name has in the industry without accounting the profitability of the company (Vincent, 2012). Equity mean gives an edge, consideration, or autonomy to a company in comparison to another. Positioning is employing promotion to project differentiation in your business and its offering to targeted customers. Building and upholding a strong brand is a primary intention for successful organizations. A general talk with my friend Mark, the word Apple or iPhone is bound to come up whether in terms a discovery of a new exciting app in the App Store or just about the release of another “out of this world” product. This behavior is not because he’s a young tech savvy but because he adores this particularly brand and all its products. Apple is the leading technological firms in the world. It’s mainly involved in the manufacture of premium and innovative electronic products. Recent studies suggest...
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...“Your brand is what other people say about you when you’re not in the room” Jeff Bezos – Founder, Amazom.com Introduction What is Brand Development and why is it important? Simply explained, brand development is the process of improving a brand or improving customers’ knowledge and opinions of that brand. Branding is a vital and essential element for marketing to create value and connectivity with audiences. Customers do not simply purchase services and products purely on functionality, lowest price or that it is the most reasonable choice above all others, they do so because they love and trust certain brands which over time have become an irreplaceable necessity to their lives. A high equity brand gives its owner many advantages. In addition to the obvious benefit of driving market share, a strong brand can command a price premium, augment customer relationships as well as boost stock prices. Customer generated content is the easiest marketing method to build trust for your brand. When your customers are creating content for your brand, such as positive online reviews, case studies, testimonials, contests, social shares and other forms of participation, you not only build trust with new customers but you empower your best customers with the ability to be a crucial part of your branding. Keller's Brand Equity Model, also known as the Customer-Based Brand Equity (CBBE) Model illustrates four critical steps that one should to follow...
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...shopping malls. However, a report which conducted by Hong Kong Trade Development Council (Hong-kong-economy-research.hktdc.com, 2015) states that the proportion of sales through online shopping platforms are only share 7.7% of the whole e-Commerce industry, which means the online shopping phenomenon is just at the early stage, with the growing of social media, such as Facebook, Twitter and Weibo (Castronovo and Lei, 2012), there is a plenty of room to grow. In order to understanding the e-commerce industry in Hong Kong, Go-Globe Hong Kong conduct a research about the e-commerce environment in Hong Kong. The main group of online shoppers are 25 to 34 years old (76.4%), while 40.5% aged between 50 to 64 years old. In 2013, there are 8.5% increase of Hong Kong residents shopping online in compare with 2011. Four out of five Hong Kong consumers use the internet to research what they want before purchasing or even purchase it online. And 49% of them are willing to spend more money on online shopping mall in the near future. With the smartphone are become more and more popular, 89% of smartphone users search a product which they desired in smartphone and 43% of them purchase those items on their smartphone. (Go-Globe Hong Kong, 2015) After the fierce competition of group buying industry in 2012 and the crush of the China online shopping mall giants, such as Taobao, Tmall and JD.com, only three major group buying sites left in the market. With the rule of the game is changed, more and...
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...Consumer Behavior Analysis…………………………………………………………………………………5 2.5 Competitive Analysis…………………………………………………………………………………………6 2.6 Current Brand Item Evaluation……………………………………………………………………………….7 2. SWOT Analysis………………………………………………………………………………………………………...8 3. Key Marketing Problem or Opportunity……………………………………………………………………………….9 4. Marketing Objectives…………………………………………………………………………………………………..9 5.7 Sales, Profit & Market Share…………………………………………………………………………………9 5.8 Enhance Brand Image & Attitude …………………………….……………………………………………...9 5.9 Communication Benefits……………………………………………..………………………….………........9 5.10 Achieve Top of Mind Awareness ……………….……………………………………………….………….10 5. Communication Objectives…………………………………………………………………………………………...10 6.11 Category Need……………………………………………………………………………………………….10 6.12 Brand Awareness……………………………………………………………………………………………10 6.13 Brand Attitude & Preference……………………………………………………………..………………….11 6.14 Brand Purchase/Action Intention ………………………………………………………………………...…11 6. Positioning…………………………………………………………………………………………………………….11 7. Campaign Target Audience …………………………………………………………………………………………..12 8.15 Creative Targets….. …………………………………………..……………………………………….........12 8.16 Buyer Behavior …………………………………………………….......………………………...................13 8. Brand Character & Personality…………………………………………………………………………….………….14 9. Campaign...
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...Digital Technology: Its Impact to marketing strategies Digital marketing is no longer about merely adding online channels to the media mix; it is about integrating digital into all facets of marketing. Our global expertise—we have more than 50 dedicated digital marketing experts in more than 30 locations—across digital analytics, market research, technology, business design, and online strategy helps clients bring the full potential of digital marketing to bear on their business. What we do Digital marketing engagements are typically multifaceted, solving for specific digital marketing challenges while building ongoing client capabilities. In addition to defining new roles and responsibilities and helping develop employees’ skills, we address technology infrastructure issues and identify potential partners. We work with clients primarily in three core areas: • Harnessing digital marketing to transform business effectiveness We help clients drive higher sales productivity and other performance gains through digital marketing. This shift involves mastering multichannel to generate distinctive and practical insights from digital sources as a starting point for clients to develop new contact strategies, streamline planning and execution processes, and upgrade internal capabilities. • Optimizing the customer experience across channels We work with clients to integrate the flow of the customer experience across channels (e.g., face-to-face, telephone), opening up new lead sources...
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...Delta Apparel Inc. (DLA) Corporate Overview Delta Apparel, Inc., through its subsidiaries, operates as an international design, marketing, manufacturing, and sourcing company that features a portfolio of branded and private label activewear apparel and headwear. The company primarily offers casual and athletic products for men, women, juniors, youth, and children under the Soffe, The Cotton Exchange, Intensity Athletics, Junk Food, and The Game brand names. It also markets apparel garments for the entire family under Delta Pro Weight, Delta Magnum Weight, Quail Hollow, Healthknit, and FunTees brand names. In addition, the company engages in designing, marketing, and manufacturing private label custom knit t-shirts primarily to branded sportswear companies. It sells its products to specialty and boutique shops, upscale and traditional department stores, mid-tier retailers, sporting goods stores, screen printers, private label accounts, college bookstores, and the United States military. The company also sells its products directly to consumers on its Web sites at soffe.com, junkfoodclothing.com, saltlife.com, and deltaapparel.com. It has operations primarily in the United States, Honduras, El Salvador, and Mexico. Delta Apparel, Inc. was founded in 1999 and is headquartered in Greenville, South Carolina. Discounted Cash Flow Valuation I use the FCFF model to evaluate Delta’s price. The three-stage model assumes that the firm will have an impressive growth first, and then...
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...developing new products (incremental) and extending the line of products in order to increase market share, profitability and/ or sales, as well as to gain shelf space. The power of using a recognized brand name to reduce risk, although it could also devaluate the brand. Cannibalization: developing these new products could result in cannibalization of the existing ones, for this, product developers and managers must take into account cannibalizations when they assess the value of the new products. Promotion: which covers all efforts (advertising, branding efforts, introductory coupons, and so on) the importance of investing or allocating resources in promotion in order to increase sales and market share. Pricing strategy: one of the proposed strategies talks about reducing the price of the can soups, the impact t of reducing the price of a product has on customers must be considered by the managers, consumers tend to question whether the quality of the product was put on stake or not in order to reduce price The product life cycle and the innovation of the product along this cycle: in the case it is argued that there are products in the maturity phase that lack innovation, reason why managers attribute the lost of market share. Brand equity: how the consumer’s assets the brand attributes, especially health conscious customers, with the healthy lifestyle raising trend, which has negatively impacted the brand. The importance of...
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...Introduction Strong brand equity had become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. The research focused on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This was based on the assumption that all these dimensions of customer based-brand equity will have influence on consumer’s perceptions of brand. However, the thesis aimed to find out which among three dimensions (brand image, brand loyalty and perceived quality) appear to have the least brand equity in both restaurants and to find out if customer perception is met with respect to each attribute of brand awareness, brand image, perceived quality and brand loyalty. Brand awareness was treated separately from other dimensions because of the difference in scale. A structured questionnaire was constructed to provide answers to our research question. In this study, a number of questionnaires were distributed, but only sixteen useable questionnaires were realized. The study surveyed four dimensions of consumer’s based-brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty appears to have the least brand equity rating by consumers...
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... LRB305188 Strategic Brand Management 2013-MBA II 2 Statement of authorship I certify that this assignment is my own work and contains no material which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation. Signed: ___________________________ Date: _________________________ 3 TABLE OF CONTENTS 1. Research Background Company’s profile ………………………………………………………………………... 4 2. Integrated Marketing Communications Meaning, purpose of IMC………………………………………………………………… 4 IHG’s IMC…………………………………………………………………….…………… 5 Effect of IMC on Brand awareness and Brand Equity …………………………………... 5 3. Critical analysis of IMC used by the brand …………………………………………. 7 4. Bibliography ………………………………………………………………………….. 8 4 IGH COMPANY PROFILE Intercontinental group of hotels is a leading hospitality brand owner with more than 4600 hotels housing 674000 guest rooms in over 100 hotels worldwide (IHG Company Overview, 2013). Statistics show that more than 120 million people choose to stay at hotels under this brand. They operate in different segments, offering...
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