...1 How Vidal Sassoon could increase its brand awareness on the Danish market? Theory of Science and Methodology Abstract This paper is exploring the brand awareness for Vidal Sassoon in Denmark. The investigation conducted on this subject will touch the following points: brand awareness, characteristics of buying process in Danish market, the role of brand heritage for Danish consumer and the retail position and influences for the customer. 2 The writers will use in the following paper a deductive approach, using different theories explained further in the Methodology Chapter. Using the data collected through interviews and observation studies, we will define the findings and conclusion for the problem formulation. This paper contributes to a better understanding of brand awareness and gives a theoretical framework consisting of definition and qualitative investigation of the Danish consumer. The investigation conducted analysis also the buying process of Danish consumer and the retail environment. The research is using both qualitative and qualitative data collection and it focuses mainly in analysing the brand awareness and how this could be increased in the Danish market. Further investigation is necessary for defining the complete steps for creating and revitalize the brand Vidal Sassoon. This research is useful, as a prior step in creating a different marketing strategy that will help the brand Vidal Sassoon to become a strong competitor in the hair...
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...Journal of Marketing Communications Vol. 15, Nos. 2 – 3, April– July 2009, 139–155 Building strong brands in a modern marketing communications environment Kevin Lane Keller* E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College, 100 Tuck Hall, Hanover, NH 03755, USA To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity. According to this model, integrating marketing communications involves mixing and matching different communication options to establish the desired awareness and image in the minds of consumers. The versatility of on-line, interactive marketing communications to marketers in brand building is also addressed. Keywords: customer-based brand equity; brand resonance; brand building; integrated marketing communications; interactive marketing communications Introduction The marketing communications environment has changed enormously from what it was 50, 30 or perhaps even as few as 10 years ago. Technology and the Internet are fundamentally changing the way the world interacts and communicates. At the same time, branding has become a key marketing priority for most companies...
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...Master Thesis in Marketing STRONG BRANDS How Brand Strategy and Brand Communication Contribute to Build Brand Equity THE CASE OF NAVIGATOR Student: Daniela Yasenova Baeva Supervisor: Professor Doctor Arnaldo Fernandes Matos Coelho May, 2011 Master Thesis in Marketing STRONG BRANDS – How Brand Strategy and Brand Communication Contribute to Build Brand Equity: THE CASE OF NAVIGATOR 1 ABSTRACT In a world of global competition that we are living nowadays, brands are each time more used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. These experiences contribute to increased consumer trust and loyalty and allow building strong relationships with the “brand”. By this way, “brands” promote the increase of shareholder value and establish a long-term advantage in the marketplace for organisations. Companies recognise that strong brands are and have been historically associated with accelerated revenue growth and improved returns to shareholders. That is why, each time more organisations focus their strategies on building powerful brands as they represent competitive advantage and they are a key success factor in creating value to the customer and at the same time value to the company. In this regard, this study intends to show...
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...you to plan integrated marketing communications for Sonic’s new product introduction. Review the data, decisions, and strategies you previously documented in your marketing plan before you answer the next three questions. • What communications objectives are appropriate for Sonic’s initial campaign? Answer: Brand Awareness will provide a foundation for brand equity. Consumers are more likely to recognize a package than to remember a brand name. In previous questions we discussed ways in which Sonic can use packaging and labeling to support its brand image. The idea is to grab the attention of the customer. The Sonic 1000’s features, customizations, performance quality, and reliability product differentiations will allow the consumer to recognize the brand outside the store. “Purchase intention is defined as the likelihood that a consumer will buy a product.” As discussed in previous questions, Sonic should provide consumers as well as businesses with product allowances on trade ins from previous devices when purchasing a Sonic 1000. Promotional offers will encourage consumers to buy Sonic’s new product by offering an incentive to upgrade from a previous PDA. Sonic on the initial campaign should set objectives in order to gain awareness from our preconceived target market. Sonic’s objectives need to focus on knowledge, liking, preference, conviction, and purchase. Right now Sonic needs to focus on getting the Sonic 1000 brand awareness and market share in the...
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...Autumn Semester Advertising, the Media and marketing communication Lars Bergkvist Li Jie Student ID: 6505376 Word Count: 2922 1. Introduction In May 29th, 2012, faced with the lost trademark of Wang Laoji, the JDB Group launched its new brand called Jia Duobao. In 1995 the JDB Group gained the right to use the trademark of Wang Laoji, the Chinese Herbal Tea registered by Guangzhou Wang Laoji Pharmaceutical Company Limited. However after seventeen years the two companies fight over the trademark and JDB Group failed in the case. Thus, JDB Group decided to launch a new brand called Jia Duobao, which use the same formula as Wang Laoji (Net Ease 2012). Developing advertising campaigns that are responsive to the changes of new brand is crucial to JDB Group. Consequently, the firm quickly initiated an integrated marketing communication program by choosing a range of communication tools. 2. Overview of the campaign Jia Duobao Advertising Campaign | Advertising | Television, Newspaper and Outdoor Ads | Sales Promotion | Premium, Contests and Mid-autumn Festival Lucky Draw | Events and Sponsorship | London Olympic Event and Sponsorship of the Voice of China | Public Relation | Student Aid and Case Press Release | Internet and Interactive Media | Website, Social media and Online advertising | In order to take advantage of synergy among communication functions, JDB Group integrated various communication tools (Belch and Belch 2012). Table 1 presents...
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...about its repositioning, they purse an integrated marketing communication. Their goal was to shift their consumer’s mindset of what they thought about the company, and to be known as a synchronized commerce. They changed their logo, discovered the color brown as a way of personifying their brand, and delivered a consistent brand message across all significant media and events. UPS now print labels, track shipments, order a pick-up, and provides many other services. UPS’ Decision to Pursue Integrated Marketing Communications UPS was led to pursue an integrated marketing approach because they were expanding their business offerings. For years the company was mainly known for small package transportation and delivery, by majority of their customers. They knew the only way to help their consumers see them as a synchronized commerce, they had to effectively communicate for it to be relevant and memorable. They conveyed their brand message consistently across all significant media and events. Promotional Objective The promotional objective for UPS, was to build awareness to their four primary audiences. They were repositioning itself as a synchronized commerce to build on their core competencies to provide other value services. They are building awareness to the decision makers, front office decision makers, small business decision makers, senior level decision makers, and the end consumer. They help build awareness by communicating the new services they provide such...
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...Social Media Marketing in Education Co-sponsored by Introduction This white paper and survey on Social Media Marketing in Education is cosponsored by the Education Division of the Software & Information Industry Association (SIIA), edWeb.net, and MCH Strategic Data. The paper provides an overview of some of the recent research that has been conducted on how companies that sell to the education market are using social media. The way your organization uses social media will be directly influenced by how your customers and your target audience are using social media. The survey was conducted in February of 2011. It was conducted via an online survey to SIIA Education Division members, edWeb.net industry contacts, MCH education industry clients, C. Blohm & Associates clients, and the DOLS industry contact list. We received 182 completed surveys. This survey will help you benchmark where you are in developing your social media marketing strategy vs. other companies and organizations in the education industry. Social Media is Here to Stay The social media stakes are rising. Since the creation of the first social networking websites — MySpace, Facebook, and LinkedIn — in the early 2000s, more and more people are using this form of online communication to extend their network of friends and colleagues, to create groups for collaboration, to organize events and movements, and to stay informed about any and every topic. Social media platforms and tools are great for collaboration—...
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...Market - the place where offer and demand meet. Marketing - set of actions used by organizations to influence public behaviour they depend on. The value of a product is linked to consumer perception: the consumer believes he will get an experience that is worth the money. Perceived value -> Experience -> Satisfaction -> Preference Understand the market –> Adapt to the market -> Better influence the market Types of Market: Company, Reference, Generic, Induced (print ink), Captive (limited competition) Market Analysis: Size of the market, Demand analysis, Competitor Analysis, Environment Analysis (political, economic, social, technological), SWOT Consumer behavior is made of i) consumer needs and expectations, ii) consumer purchasing process. Knowing consumers’ needs and expectations is the best way to successfully market products (demand and supply meet). Knowing the purchasing process they follow and the way they make choices in a given situation is the best way to make them purchase a product. Variables that influence purchasing process: * Risk analysis (financial, psychological, physical, functional) * Implication: importance given by consumer to the purchasing decision * Experience: is consumer used to buying this product * Situation/environment Purchasing Process: Problem Identification ->Information Research ->Evaluation-> Decision Most of the markets are heterogeneous: expectations and behaviours of...
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...EVALUATION OF A MARKETING STRATEGY THAT WOULD GIVE WHITE HORSE WHISKY COMPETITIVE ADVANTAGE Name Institution Instructor’s name Course Date Literature Review According to Merchlewicz different beverage businesses adopt varying marketing strategies depending on the different target results (2011). The alcoholic market experiences different patterns with every coming year, and this has a major effect on the resolutions of various marketing departments. Leading alcoholic beverage producers’ is convenience and increase in the product demand. The current market patterns push various beverage companies to invest huge finances to increase their sales opportunities (Spandern 2014). The market is particularly faced by intense competition that has seen numerous brands decline and even others facing withdrawal from the market. Generally, the strategy to increase market share gains favour from most companies. Branding efforts are crucial as they promote strategic planning of various businesses. Sankrusme also argues in support of the existing competition in the beer market and in particular discusses the Thailand market (2011). In the recent past there has been a high rate of expansion in the beer market, a situation that caused a number of entrepreneurs to venture into the business. The new businesses used different marketing strategies to gain a competitive advantage in the market. The author identifies that the Carlsberg beer used...
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...started strong by selling 3.6 million units in 2012. But after that sales slowed down. Nintendo revised its sales estimates for the 2013-2014 financial year, downwards from 9 million to 2.8 million units which results in an 18% drop in the company’s share price. Nintendo is now left with the question of what to do with the Wii U. Is it possible to re-introduce the product, or should the company move on to something new? The issue for the lack of success has been identified as related to marketing mistakes. Nintendo have not been able to establish customer awareness and failed to show why the customer needed the Wii U. One of the main reasons was bad advertisement and too much reliance on “worth-of-mouth”. Latest, in order to boost the net-sales of Wii U, Nintendo developed in beginning of 2014 a new marketing strategy target for the female segment. The female segment has potential to boost sale of the Wii U. Is it possible to boost net-sale of the Wii U by target the female segment and what marketing actions are...
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...UNIVERSITY-NAIROBI CAMPUS SCHOOL OF BUSINESS AND ECONOMICS COURSE TITLE: MARKETING MANAGEMENT COURSE CODE: MBAD LECTURER: BETSY SINDANI NAME: OMBASA ERIC OMINGO REG.NO: CBM12/10183/15 TASK: ASSIGNMENT DATE:29TH OCTOBER 2015 SIGN:____________________ [pic] KISII UNIVERSITY The University Marketing Plan OCTOBER 2015 Table of Contents Table of Contents i Executive Summary 2 History and Background 3 Vision & Mission 3 CORE VALUES 3 SWOT ANALYSIS 3 FOUNDATIONAL MARKETING OBJECTIVES 5 MARKETING GOALS AND STRATEGIES 6 Goal 1: Maintain Strong Enrollment 6 Goal 2: Continue to Grow Kisii University’s Academic Reputation 6 Goal 3: Strengthen and Broaden Brand Awareness 7 Goal 4: Maintain Brand Consistency 8 GOAL 5: Extend the reach and depth of the university by developing strategic programs and collaborations. 8 Summary 9 Executive Summary At Kisii University, the marketing process is a logical extension of the marketing planning process. Marketing encompasses the continuum from making decisions about which academic programs will be offered to providing those programs at a place and rate students are willing and able to access them. The marketing plan of the University outlines critical marketing strategies and the communication methods used to assist in accomplishing institutional objectives. Information...
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...Integrated Marketing Communications (IMC) Plan MKT/498 November 9, 2015 Integrated Marketing Communications (IMC) Plan Integrated Marketing Communication (IMC) is the use of branding that is used to deliver a message in traditional non-traditional markets with the use of different promotions. As different markets expand, determining potential target markets is a critical part of every business. The potential markets will help in delivering the message that Apple hopes to achieve with the iPad. By using the different marketing channels, Apple may be able to get a competitive advantage for the product by entering it at the right time. Apple continues to create products consumers love. Consumers and current customers are already excited about the launch of the new iPad Apple’s products speak for themselves; putting time into creating a marketing plan is necessary, however, no research is needed. Apple pretty much has an idea of who their target audience is. Executive Summary Apple is a top producer and innovator in the electronics market, and the Apple iPad is a product that marketer’s believe the consumer and the business sector are receptive too. Integrated Marketing Communication (IMC) utilizes branding that hopes to provide messages to Apple’s target markets. The Integrated Marketing Communication (IMC) plan for Apple iPad includes the opportunity analysis, marketing assessment, marketing strategy, IMC objectives, tactical planning, advertising, personal selling...
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...Define Integrated Marketing Communications (IMC) and explain the goal of IMC. Also list and describe the seven (7) different components or the communication process. Lastly, discuss at least three (3) factors firms should use as marketing metrics to plan for and measure IMC success. Define Integrated Marketing Communications (IMC) and explain the goal of IMC IMC is the blending of all the methods of brand promotion to present a particular product or service among target customers. A method through which all aspects of marketing communications work together for increased sales and maximum cost effectiveness. The goal is to produce a unified promotional message that has the customer as its focus. All promotional activity such as media advertising, sales promotion, personal selling sponsorships, and public relations are geared to deliver a consistent message. Integrated Marketing Communications (http://www.managementstudyguide.com/integrated-marketing-communications ) The Seven (7) different components of the communication process are: The foundation – detailed analysis of both the product as well as target market. It is essential for marketers to understand the brand, its offerings and end users. You need to know the needs, attitudes and expectations of the target customers. The corporate culture – the features of products and services ought to be in line with the work culture of the organization. Every organization has a vision. It is important for the marketers...
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...maQuestion 2 Marketing Communication Plan for Kiara Designs By [Your Name] [Instructor’s Name] [Institution’s Name] [Institution’s State] [Date] Report Overview This report serves as a digital communication plan for a fictional fashion retailing brand named, Kiara Designs. This plan will help marketers achieving organizational goals of Kiara based on information at hand regarding online marketing and shopping trends in Pakistan. Throughout this report, it is made sure that the digital marketing goals suggested to the brand are: | Smart | Specific | Measureable | Attainment | Realistic | Timely Company Details Established back in 2013, the brand Kiara Designs fall under the category of Apparel/Lifestyle Brands. Its primary products include clothes, bags, phone pouches, shoes and other related items. Each creation at Kiara is a piece of art, inspired by the desire to introduce Pakistani crafts to the upscale local and international market. The key collections are for women who aspire to be different from the crowd. The organization manufactures items related to apparel category. All our items are hand crafted, hence providing job to underprivileged women in Pakistan. Kiara’s Brand Standing Analysis of Kiara Designs as a brand depicts the company has following mission vision and values: Mission To promote Women Empowerment & "Made in Pakistan" globally Vision Fashion with a cause, as every dress we sell can help change a woman's life. Kiara...
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...2012). The headquarters of Amway is located at Ada, Michigan, US. Amway operates in more than 80 countries across the Americas, Europe, Asia, and Africa (Amway, 2012). 1.1 Objectives of audit the marketing communication used The objectives of audit the marketing communication tools that used by Amway is to analyze the ability and effectiveness of the tools, to examine the messages and contents used to target the audiences are correct, to understand whether the tools are under control, and to identify which tools are most effective to used by Amway to target its audiences. 2.0 Marketing communication used Marketing communication is a process of creating messages and dialogues of product offerings to the target audiences (Keller, 2001; Kitchen and Burgmann, 2010). Amway uses a range of marketing communication tools such as advertising, sponsorship, public relations, and social media to promote and advertise its brand and products to its target audiences and existing customers in the global market. 2.1 Advertising Advertising is a form of impersonal paid communication through mass media to transmit the advertisements to its target audiences (Summers et al, 2003; Kotler et al, 2008). By doing advertising, it will help a company to increase awareness and enhance brand visibility in the market. Advertising will also affect the attitude of...
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