...A strong brand is a powerful driver of sales, profit and shareholder value. That’s why market value of fortune companies is more in intangible assets. Even the most popular brands face the danger of getting lost unless they reflect the changing customer preferences. Managing brand over period of time is a big challenge for the marketers today. Brand Proliferation is the order of the day. Rigid brands can become irrelevant in the face of changing priorities and changes in competitive market. Marketing Environment is continuously changing. Change in consumer behavior, Competitive strategies, technological changes and other aspects of marketing environment is making work of brand managers challenging. In this article, the author has tried to discuss tactics for brand reinforcement and revitalization to manage brand for the long run. Keywords: Brand, Reinforcement, Revitalization, Extension, Repositioning, Awareness. Managing Brand for the long run: Brand Reinforcement and Revitalization A strong brand is a powerful driver of sales, profit and shareholder value. That’s why market value of fortune companies is more in intangible assets. Even the most popular brands face the danger of getting lost unless they reflect the changing customer preferences. Managing a brand over period of time is a big challenge for the marketers today. Brand Proliferation is the order of the day. Rigid brands can become irrelevant in face the of changing priorities and changes in competitive...
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...LVMH: Managing A Multi-brand Conglomerate Team 5: Ilario Fulvio Giannetti Chen Peng Priyesh Salunke Harjeev Sabherwal Inna Zinina What does globalization mean to the luxury industry? Opportunities • Market expansion • Low-cost raw materials, equipment and labor available in the local market • To achieve economies of scale and scope • Increased margins due to pricing policy • New consumer groups available in the local market • Extension of the definition of luxury • To adapt local and new trends for the local market • To source talent globally • Transfer of skills and strengths Threats • Counterfeiting • “Grey” market • Vulnerable to PEST-EL Factors • Successive decrease in brand value • Increased competition • Creation of new competition by sharing know how Conclusion Although there are significant number of threats to the luxury industry, globalization is unavoidable for continuous growth. Assessment of LVMH’s diversification LVMH diversification 25% 8% 5% 4% 18% 60% 35% 38% 18% -2% Sales Operating profit Wines&Spirits Perfumes&Cosmetics Selective Retailing Fashion&Leather Goods Watches&Jewelry Assessment of LVMH’s diversification Strengths • Share operational resources and competencies' across brands and divisions • Maintaining exclusivity by multiple brands under one division • Strong Balance Sheets help to absorb losses from unprofitable divisions and maintain position • Selective retailing complements other brands by providing...
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...Forester brand name. They survived the Prohibition through approval to produce alcohol for medicinal purposes. BFC continued to survive even through the period of World War II through provision of alcohol for wartime supplies; rubber and gunpowder production. Throughout the years BFC made several acquisitions which proved to be profitable; Early Times, Jack Daniels and Southern Comfort to name a few. Through successful marketing relationships and investing in international alcohol distributing companies, the timely acquisitions, and BFC’s innovative efforts - developing a new whiskey in 1988 - as well as their ability to diversify via purchasing well-known global luxury consumer durables BFC has continued to prosper. From 1998 - 2002 BFC’s stockholders’ equity and company assets had continuously increased with a relatively small increase to the companies operating income in contrast to their significant gains in gross profits. By 1965 the company entered the wine business. A few of their marketing and distribution arrangements led to eventual ownership of several international vineyards, hence the creation of the Wine Division (WD). The wine division like its parent-company thrived and did well, particularly through their acquisitions. By mid-year 2001 a new venture was created to house a portfolio of small, upscale brand wines. This separate division became known as BFC’s Wine Estates (WE). This division has not immediately realized the profits sought and the managing director...
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...and anyone interested in participating, including athletes and non-athletes, who are willing to pay for a spot. However, there are some twists on the basic ‘run’ depending on where you look to sign up. Some of those twists incorporate fun and exciting factors into the race itself, such as crazy costumes, bubbles, and numerous other ideas. However, the focus of this report is on the races labeled ‘color runs’, wherein colored powders, deemed safe enough for human skin and inhalation, is tossed onto participants as they make their way through the course. The organization I will be analyzing is, indeed, titled The Color Run, which was founded in 2011. This company hosts running events all over the United States, and even in different countries all around the world. According to the organization’s ‘about’ page on their public website, The Color Run is focused on their mission to “bring people together and make the world a happier, healthier place. By creating...
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...Individual Case: Coffee Wars in India Café Coffee Day is the leader specialist coffee chain in India, holding over 60% of market share. The major issue that C.C.D. is facing is the entrance of the dominant global brand, Starbucks, in India’s coffee business. Not only Café Coffee Day has to deal with it, but also face all other international brands currently at the market while having global ambitions. In these last years, the competition in the coffee market has been increasing and even though Café Coffee Day has been managing to maintain its place as the leader, the entrance of Starbucks with a positive and stronger brand image, could threat the whole business. The challenge and goal, for now, is for the management of Café Coffee Day evaluate and analyze the situation and then figure a way to beat Starbucks while keep being the biggest player of the growing market. The coffee market in India is growing faster than the tea market, and comparing it with the market in the USA, it still has a long way to go, which means is not mature yet. It could be considered a trend among the youngsters and it has not been long since its boom. The different stores ended up delivering value to young customers who saw at the cafés a place to hang out, to customers who did a job interview on its lounges, to customers who wanted more than just coffee (“a place between home and work”), to customers who just wanted to do quick purchase at the express kiosk, or even buy coffee beans to breed at home...
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...I. Why has Disney been successful for so long? Disney’s long-run success is mainly due to creating value through diversification. Their corporate strategies (primarily under CEO Eisner) include three dimensions: horizontal and geographic expansion as well as vertical integration. Disney is a prime example of how to achieve long-run success through the choices of business, the choice of how many activities to undertake, the choice of how many businesses to be in, the choice of how to manage a portfolio of businesses and the choice of how to create synergies between those businesses (3, p.191-221). All these choices and decisions are made through Disney’s corporate strategies and enabled them to reach long-term success. One will discuss Disney’s long-run success through a general approach. Eisner’s turnaround of the company and his specific implications/strategies will be examined in detail in part II. Disney could reach long-run success mainly through the creation of value due to diversification and the management and fostering of creativity, brand image and synergies between businesses (1, p.11-14). The most important part of Disney’s long-term success is due to its key strategic choices and incorporation of various diversification strategies. Disney created value mainly through “vertical integration” of its business lines, especially through the concept of forward integration. For example, Disney integrated production of movies and the final distribution in cinema’s or on television...
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...Run Forest Marketing Plan MKTG 2000, Julia Cooper Gabby Angelico, Maggie McMahan, John Haselden, Jacob DeVore 16 October 2012 Executive Summary Run Forest is an eco-friendly athletic footwear company that strives to be the first in quality innovations in sustainable athletic shoes. The company’s strategy focuses on total quality management through all aspects of production in order to create a successful brand image and word-of-mouth advertising campaign. In order to offer the product at a reasonable price, Run Forest will be effective in managing costs down and allocating resources efficiently and effectively. Table of Contents Situation Analysis………………………………………………………………………..3 Marketing Objectives and Goals…………………………………………………...3 Target Market……………………………………………………………………………..4 Marketing Strategy……………………………………………………………………...4 Marketing Tactics………………………………………………………………………..4 Organization Evaluation and Control……………………………………………5 Summary…………………………………………………………………………………….5 Appendices…………………………………………………………………………………6 Situation Analysis Run Forest, an eco-friendly athletic shoe company, has brought in a new marketing team responsible for bringing the company back to profitability. The athletic shoe industry is booming, but Run Forest has not managed to remain competitive. As a group of young professionals, we will be able to keep up with changing trends and fads consistent of the dynamic athletic industry while also expertly managing finances. The target market for Run Forest consists...
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...Chapter 1 **marketing is managing profitable customer relationships. aim to create value for customers in order to capture value from customers in return. create customer value in order to capture value in return. amazon opened 1995 selling books founder jeff bezos's garage in seattle. sales rose from 150$mil in 97 to 48$+ bil today. 173 mil Wwide cust perchase 110items per second. "obsess over customers." most influential to amazon in meeting is "the empty chair" "customer experience bar raiser" amazon was first company to use "collaborative filtering" technology which sifts through each customer's past purchases an the purchaseing patterns of customers with similar profiles to come up with personalized site content. amazon began allowing competing retailers from mom and pop operations to mark and spencer depart stores to offer their products on amazon.com[->0] today's marketers want to become a part of your life and enrich your experiences with their brands--to help you live their brands. **5 core customer and marketplace concepts: needs wants and demands market offerings (products, services, and experiences) value and satisfaction exchanges and relationships markets Wants are shaped by one's society and are described in terms of objects that will satisfy those needs. When backed by buying power, wants become demands. Given their wants and resources, people demand products with benefits that add up to the most value and satisfaction. ...
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...11636637 Contemporary Issues in Business and Management 6BUS1101 Assignment One – The Internet of Things Contents Page | Page Number | | | 2.0 Introduction | 1 | | | 3.0 Internet of Things | | 3.1 What is Internet of Things | 1 | 3.2 Why is this a contemporary issue? | 1 | | | 4.0 Managing in an increasingly global world | 2 | | | 5.0 Environment and Culture | 2-3 | | | 6.0 Issues in managing change and innovation | 3-4 | | | 7.0 Conclusion | 5 | | | 8.0 References | 6 | | | 1.0 Introduction The following report will be all about Internet of Things. Namely, what it is, when and why it came about and what the “Things” are. Following that, why it is a contemporary issue. Finally, using theory from three topics, the opportunities and threats associated with the implementation of Internet of Things on these will be discussed. These topics are as follows; managing in an increasingly global world, environment and culture (constraints and challenges for the global manager) and issues in managing change and innovation. 2.0 Internet of Things 2.1 What is Internet of Things? So just what actually is meant by the phrase “Internet of Things”? Chaochi (2013) suggests that there are two ways in which IoT can be defined, from an economical point of view and a technical point of view. She states that economically, its about “designing new services and generating new revenue streams in the communication...
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...ten areas of focus and developed them into a legacy of quality and a sustainable competitive advantage. This focus on Operations Managemnt has lead to Ab/ InBev's reputation for quality, and their continued dominance as a global brewery.! Design of Goods! ! The design of goods/services defines a firm, and sets them up for success (or failure) in the market. In order to design a superior product, firms must first understand their customer— what their needs and requirements are. Anheuser-Busch/InBev has focused on developing a diverse portfolio of global brands to satisfy a myriad of customer needs; a few of their more recently-developed beers are actually based on customer suggestions and recipes. The AB/ InBev portfolio ranges from low-cost products such as Busch (which focuses on a costleadership strategy), while domestic brands such as Budweiser and Bud Light are a force to be reckoned with in the North American markets. Other brands such as Hoeegarden and Leffe appeal to craft beer consumers as well as global markets (a differentiation strategy). By customizing products to various consumer tastes, they are able to obtain greater market share worldwide.! ! AB/InBev’s original beer, Budweiser, was developed in the 1800s by the company’s founder, Adolphus Busch set out to create a beer that balanced flavor and refreshment— something that everyone could enjoy. This understanding of customer needs, combined with a commitment to quality and consistency still exist in the company today...
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...Shukla Section A Roll No 155026 On 08-07-2015 1 Letter of transmittal Mr. Alok Kumar Gupta Chairman and Managing Director Kanpur Confectioneries Private Limited Church Road, Kanpur 10 September, 1987 Subject: Consulting report to Kanpur Confectioneries Private Limited Respected Sir, As per requirements of your firm, my entity has analyzed your firms’ situation and has come out with the best possible solution. The reports along with required exhibits are enclosed herewith. Please go through the report and feel free to contact us in case of any query. Yours sincerely, Ashutosh Shukla Chief Executive Officer XYZ Consultants Connaught Place New Delhi-110001 Xyz_consultants_in@gmail.com 2 Outline of report The constituents and brief summary Situational Analysis: Foundation of KPCL, critical analysis of KPCL as an entity, what led to the present situation, competitors of KPCL and its standing amongst them. Problem Definition: For which entity the biscuits are to be manufactured keeping in mind the profits, using the surplus capacity and augmenting the value of MKG brand. Options: 1) Manufacture for KPCL and Pearson 2) Manufacture for KPCL and APL 3) Manufacture for KPCL, Pearson and APL 4) Manufacture only for KPCL Criteria for evaluation: Increasing profits, long term consequences should be favorable, surplus capacity should be put to use, MKG should be strengthened as a brand and there should be independent control over manufacturing. Evalaution: After evaluating the options the...
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...How to spend money wisely Have you ever been emptied your pocket? I would feel it so uncomfortable when I need to purchase for the necessary things. Hence, spending money wisely is always a good idea, no matter how much we have. The next question is how I could save our money smartly. It might be easy to read or hear from others, but it’s really hard to follow up. Personally, overspending my purchases on anything that unnecessary stuffs was my weakness. However, experiencing to plan it as steps to follow; such as, questioning on any purchases, intelligently managing my money, and wisely purchasing helped me to save up to thirty percent of my every single paycheck. Moreover, bringing myself a financial plan. Normally, financial experts suggest us to chase after our financial plan to know where exactly our money is going. It sounds complex a bit, but I believe it helps us much. I am bad with keeping my receipts for any cash spending, so I got suggested to remember note them out in my notebook or the note on my phone for how much cash that I already purchased for the day. It helps me a lot to create my monthly expenses, the information that I harvest, so I could decrease my expenses and I would know exactly how much I could save. Then, avoiding to be impulse purchasing. First of all, with respects for any pennies I made by hours, to give honest answers for whatever questions that I have to wonder myself before purchasing stuffs. My trick is at least go preparing five questions...
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...Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business. Brand management includes managing the tangible and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product / service. Branding is assembling of various marketing mix medium into a whole so as to give you an identity. It is nothing but capturing your customers mind with your brand name. It gives an image of an experienced, huge and reliable business. It is all about capturing the niche market for your product / service and about creating a confidence in the current and prospective customers’ minds that you are the unique solution to their problem. The aim of branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers. Branding forms customer perceptions about the product. It should raise customer...
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...be prepared. With more than 400 brands focused on health and wellbeing, no company touches so many people’s lives in so many different ways. Unilever’s portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. Unilever produces world-leading brands including Lipton, Knor, Dove, Axe, Hellmann’s and Omo, alongside trusted local names such as Blue Band, Pureit and Suave. Since Unilever was established in the 1890s, brands with a social mission have been at the core of its business, and now corporate responsibility underpins its strategy. In 2010, Unilever launched the Sustainable Living Plan – a set of targets designed to help the company deliver their objective of growing its business while minimizing the company’s impact on the environment. Unilever’s believe is that as a business they have a responsibility to their consumers and to the communities in which they have a presence. Around the world they invest in local economies and develop people’s skills inside and outside of Unilever. And through their business and brands, they run a range of programs to promote hygiene, nutrition, empowerment and environmental awareness. From long-established names like Lifebuoy, Sunlight and Pond’s to new innovations such as the Pureit affordable water purifier, Unilever’s range of brands is as diverse as their worldwide consumer base. Unilever has more than 400 brands, 12 of which generate sales in excess...
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............................................................ 1.2 The Mission..................................................................................................... 1.3 Key Brands...................................................................................................... 1.4 The Flow Chart of the Manufacturing Process................................................. 1.5 Process Description............................................................................................ 2.0 Demand Planning 2.1 Forecasting---------------------------------------------------------------------- 2.2 planning--------------------------------------------------------------------------- 3.0 Order Management/Service Level 3.1 Method----------------------------------------------------------------- 3.2 Order Status Tracking-------------------------------------------------- 3.3 Technology----------------------------------------------------------------------- 3.4 Reverse Logistics--------------------------------------------------------------- 3.5 Managing Third Party Logistics----------------------------------------- 4.0 Sales and Operations Planning 4.1 Structure and Focus------------------------------------------------------------------ 4.2 Product Run Strategy---------------------------------------------------------- 4.3 Data Management and Integrity------------------------------------------------------- 4.4 Finished Goods Inventory ...
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