...Assessment 2 1. Apparel Brands is founded in 1901, with the textile product that have a good quality and a lot of brand is using the brands product to retail, make the company become strong market share, but recently after strong Australian dollar and increased overseas competition, makes the market share of Apparel brands is reduced, and needed some fresh strategies to return the profit that is reduced by it. To make profit, Apparel brands is willing to develop own brands and product range and sell it direct to consumers, rather than just put sell it from reseller. Leverage ecommerce opportunities to recude distribution costs and increase profit margins. 2. Appendix 2 | Action 1 | Action 2 | Action 3 | Description | Create new product and give a name Apparel brands on it. The brands is good and its already a big brands, we just need to put more advertisement about product detail, design and promotion to customer, so they will realize that the brand is getting closer to customer with no more retailer, it will cost less and going direct to customer. | We know that many product is having a good quality but can’t be sold in the market because people doesn’t know about it, so advertising will be the second action that we will boost so people will start to forget about the brand that is basically as a retailer brand, now is become an individual brand that sell the product by itself. | Give promotion to customer that want to buy, we realize that Australia have 4 season...
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...has taught me values on principles, values and morals that make me a caring individual today. My mother has gone through struggles, pushed herself to be a fighter and most importantly taught me the true value of life itself. Being that my mother has had Multiple Sclerosis for more than ten years, I have witnessed firsthand the struggles and hardships that she has faced. One example of those hardships is not being able to walk without assistance. Seeing her face many hardships has convinced me that even though life may get hard, it may not be a beneficial thing to give up. The different emotions that she faces may not be recognizable to those around her but she still manages to take it one day at a time. To my mom a new day brings a new brand new attitude and a new possibility. I like to live by that mindset because it shows the amount of optimism you have. My mother has a strong way of saying “When the tough gets going, the tough gets going.” Whenever I am having a horrible day or decides that I will decline something because it is too “hard” then I will remind myself of this motto; Then I would sit and think of her reaction and her positive mindset about things which would consequently influence mine. Also, showing her being a fighter toward her condition has consequently convinced me that without a fight there is no point in standing for what you believe. Seeing my mom trying to fight against not losing her walking completely and also standing up for her overall has convinced...
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...and the deliver or distribution channel were made more effective. Trends which follow in consumer decisions over retail product 1. Back-to-basics consumer mentality 2. Advancement of mobile technology 3. Increase in two-way dialogue through social technologies 4. Consumers continuing to embrace brands that support the causes they care about 5. Women I influencing more purchase decisions These trends comprehend demographic, technological and philosophical shifts within the approach customer’s move with brands. An organization that addresses all thoughtfully ought to have a notable competitive advantage These trends are all developing quickly and might be expected to own a sway on your business for a few time to come back. The one factor we will really figure is continuous and speedy amendment. Retailers United Nations agency establish trends sooner and anticipate changes before they happen have the best probability to succeed. The key to success is to embrace this unstable setting and take into account it the new traditional. Consumers׳ evaluation of a service decreases significantly after its rebranding. Proximity between the new brand and the service leads to a smaller decrease....
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...314 September 17, 2012 “I was so overwhelmed by the spirit of the South American people, especially those who had so little. And I was instantly stuck with the desire- the responsibility- to do more.” (TOMS Shoes. 2012) These are the words of Blake Mycoskie, founder and Chief Shoe Giver of TOMS Shoes on his inspiration for a business that has taken consumers from all different parts of the world by storm and brought them together to help shape the future of an uncountable amount of children. The One for One Project was established to give every consumer the opportunity to help some of our most poverty-stricken communities throughout the world. With each pair of TOMS that is purchased, the company promises to give a child in need a brand new pair of shoes. After participating in the 2002 series of the hit reality TV show, The Amazing Race, Mycoskie decided to go back and revisit each country he had been in while on the show, one of those stops being Argentina. When he completed his graduate studies at Southern Methodist University and returned to Argentina in 2006, he was confronted firsthand with the conditions that members of these communities were living in; communities in such poverty that villagers could not even afford shoes for their children. He saw many non-profit organizations working so hard to help these children, but noticed many flaws in their heartfelt efforts. Mycoskie soon after discovered a shoe worn by most locals known as the Alpargata: a unique and comfortable...
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...Assignment 5: Case – Colgate Max Fresh: Global Brand Roll-Out Assess the CMF launch in the US. Culture has progressed with many consumer merchandises that have become necessities and transformed into the day-to-day routines of society without having to think twice about it. CP or Colgate-Palmolive, is an icon for the personal hygiene industry throughout the United States, and as a worldwide company has positioned the brand as a most important home care in multiple foreign countries.The CMF line is CP’s most popular brand. The brand was a huge hit because of its individuality and the value that it crafted for consumers was astonishing. Colgate Max combined a new breath-strip and a mixture of therapeutics’, which added to more than 40% of their incomes. Since the product was successfully launched in the United States, CP chose to target its international audience by targeting specific geographies such as Mexico and China. Of course this process came with many challenges in regards to the cultural differences, but the personal hygiene market polished CP’s strategy with less competition. CP’s plan did not just include strategies and ideas to exploit sales in local marketplaces, they sought to completely wipe out Crest as competition and lead the market portion in Mexico. Colgate owned 82% of shares in Mexico. This meant that it was hard to bring a new product in without losing sales because it was difficult to obtain space on a shelf and the consumers in Mexico were not...
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...Situation Paradise Foods dropped the plans to authorize national rollout of a new product, Sweet Dream, to complement its established frozen specialty dessert, LaTreat. Challenges To find the challenges, I had analyzed the SWOT factors in order to better ascertain whether Paradise did the right thing in order to pursue their goals and the recommendations are based on these factors. Internal External Strengths 1. Using the market data. 2. Positive results from the test markets for Sweet Dreams brand. Weakness 1. Focusing more on LaTreat 2. Senior Management go by gut feeling rather than market research data 3. Not using data to the fullest by the Product Manager 4. Less testing markets used for Sweet Dreams Opportunities 1.Growing markets 2.Use of market research data 3. Launching a fighter brand SO Implications & Scenarios 1). Strengths – Paradise is already using market research data for studying their products performance Opportunity – Paradise has vast information and data available from the market, which can turn the tables towards Paradise products. Its high time that Paradise utilizes this research data optimally and subsequently gain revenue and market share as well as make decisions for the launch of new product Sweet Dreams as fighter brand. The market is growing and it is the right time for the Paradise Foods to focus on launching the new brands. WO Implications & Scenarios 1). Weakness – The senior management at...
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...attract younger women • Drug chains are evolving, some with higher-end features, on-site aestheticians • Typically, consumers first experience a product in a department store • No beauty advisors • Consumers can find premium and mid-tier fragrances in mass market retailers • Meaningful consumer experiences can create shopper retention among specialty stores and mass market retailers • Only wanted to sell Flare’s highest-turnover items • Could damage Flare’s relationships with other retail accounts • If NOT in the presence of drugstore repositioning, Flare could lose to competitors • Flare only receives approximately 4.4% of total sales from drugstores as of 2008 • Competitors could enter and take lead Option 2: Introduce new perfume brand – Savvy Advantages Disadvantages • Power of Loveliest as an umbrella...
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...Corporation and they’d been there for so many years. Only the market research director, Mario Benitez was the only one who’s a non-SMC. Now, they’re planning to launch a new brand of beer to screw the San Miguel Corporation. II. Identify the problem The sales manager, finance manager and production manager were so eager to launch their new brands of beer without conducting a market research that the market research director has been suggested. III. Alternative Course of Action * In order to Mr. Benitez to convince the chairman, sales manager, finance manager and production manager, he has to discuss to them the types of marketing research and the point of having a research before they launch a product in the market. * They must discuss it again on their conference and Mr. Benitez should explain to his executives the possible outcome of launching new brands of beer instantly. * Conduct a marketing research immediately. IV. Summary, Conclusion and Recommendation Summary The three former employees of SMC, the sales manager Joe Pineda, finance manager Peter Go Liao and production manager David Tiu decided to launch their new brand of beer that can compete against the SMC. But their market research director was opposed and said that its absurd and just a bunch of copy cats. He suggested that it has to stop the launch and get to basics, start with a focused group interview. Finance manager object and told him that they already invest millions for plant and equipment and...
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...BRAND MANAGEMENT ASSIGNMENT -4 “Glow” Case Study Q1. What is the dilemma of Ranganathan. Why he should have a dilemma if its boss do not have? A1. The dilemma Ranganathan faces is that his Research and Development team have developed a new unique soap which has ‘anti-infection’ ingredient and at the time of the innovation had a unique niche market and also tremendous potential to grow as a product. The problem was that the new soap could cannibalize the mother brand ‘Glow’ if it was launched as an extension to it. However the new soap had resource constraints due to which it was not too feasible for it to be launched as a stand-alone product. Ranganathan could not decide whether or not to launch the new product as an extension to ‘Glow’, which already had 12 line and brand extensions which may have caused brand dilution also. Q2. Do you agree with Ranganathan decision to launch a new product with Glow’s line extension? A2. No, I disagree with Ranganathan strategy as the mother brand ‘Glow’ already has 15 line and brand extensions. Launching another product as an extension to it would further cause dilution of the image. Also the new product had tremendous potential due to which it might cause cannibalization amongst the various existing line and brand extensions. Q3. If you do not agree with Ranganathan, what is your brand strategy & how you implement the strategy in the constraints of organisational & financial structure ? A3. Ranganathan should launch the...
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...slightly high alcohol content. MMBC’s competitive advantage is its brand equity, and value placed on its product. With brand playing a crucial role in the beer-purchasing decision, MMBC has had great success with its brand standing out as a traditional beer with a loyal customer segment, of middle to lower income men over the age 45. Primary Problem The primary problem for Mountain Man Beer Company is if they launch the new product, Mountain Man Lager Light, will they lose their main customer base. Changes in beer drinkers’ preferences have left the company with declining sales for the first time in the company’s history. A strategic plan in response to the declining sales is to launch a new light beer in hope of attracting younger drinkers to the brand. Light beers are growing at an annual rate of 4%, while traditional premium beers have been declining annually. With younger beer drinkers, 21-27 years of age being the main target for light beer, and making up over 27% of total beer consumption, MMBC is considering launching a light beer hoping to attract this demographic to the brand. Secondary Problems There are also secondary problems that coincide with MMBC launching a light beer. With MMBC, launching their new light beer a threat of losing already established loyal customers becomes a problem due to a new feeling and image put on a brand. Then the problem of costs also arises. With launching, a new product comes great...
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...HOW TO RE-LAUNCH A PRODUCT SUCCESSFULLY SHREYA. S. PUNTAMBEKAR MBA- I MARKETING B ROLL NUMBER: 36264 CONTENTS 1. INTRODUCTION………………………………………………………………..3 2. CURRENT SCENARIO………………………………………………………...4 3. THE PRODUCT LIFE CYCLE………………………………………...……..6 4. THE MARKETING MIX AND ITS IMPORTANCE…………………...8 5. SO WHY RE-LAUNCH?.......................................................................12 6. PRODUCT FAILURES…………………………………………………………16 7. PRODUCT TAMPERING……………………………………………………..31 8 THE STEPS TO RE-LAUNCH 8.1 STP ANALYSIS……………………………………………………………….34 8.2 THE RIGHT USE OF PUBLIC RELATIONS……………………..…36 8.3 ADAPT TO CHANGE………………………………………………….…...37 8.4 THE RIGHT USE OF PUBLIC REPLATIONS………………………38 8.5 REDESIGNING THE PRODUCT-THE WHAT & HOW…………41 8.6 THE FINAL STEP-THE RELAUNCH………………………………….44 9. CONCLUSION…………………………………………………………………….46 10. REFERENCES…………………………………………………………………..47 1. INTRODUCTION Many people think of a product launch as an event, something that happens with a big bang. The purpose of a product launch is to build sales momentum. A winning product launch delivers sales momentum for your company. But there are very few companies who get it right. A wrongly directed product launch can hamper it to the extent of having to take that product off the market completely. Sometimes, sudden changes in the market also hamper the biggest...
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...the earlier selling products in the U.S markets. NRFC is wondering whether or not they should launch a pizza product into the refrigerated foods market, and if it should have additional toppings sold separately or not. Objectives: Sustain the first-mover advantage Extend their product line Increase market share Alternatives: Maintain the status launch the Pizza Kit with toppings sold separately launch the Pizza Kit with no additional toppings sold separately Consequences of Alternatives: Recently, the company’s major competitor in the global markets ,Kraft is expected to launch refrigerated pizza in about six months .NRFC want to replicate the success of its earlier product to pizza market, NRFC has to launch its product well before Kraft to enjoy the first mover advantage over the competitor. The first option - Maintain the dominant status in pasta market, not entering the pizza market. The entry of pizza into the refrigerated food category was new as people never tried it. Because the Pizza market was dominated by restaurants where the people either ate it or carried for eating it at home. Therefore it will be more risky and costly for Nestle to enter the pizza market. Nestle could damage its current Contadina Pasta & Sauce product line if the Pizza Kit product is not received well in the marketplace due to the brand penetration. The second option- launch the Pizza Kit with toppings sold separately. NRFC gained the first-mover advantage when they enter...
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...In this task, I am going to be describing and comparing how marketing techniques are used to market products in two organisations. The first organisation I will be talking about is Apple, and the second being Coca Cola. Marketing means that a business will identify the needs of the consumer and produce products that meet the requirements of them. In order for a business to perform and succeed, it needs to make sure that their customers are at the heart of operations. Should businesses do this, it would mean that they are market-orientated. As well as this, there are other forms of orientation for business. These include; * The production concept * The sales concept When a business uses a marketing concept, and putting customers at the heart of decisions. By doing this, a business operates more efficiently by prioritising investments on product development for the customers. Objectives In order for a business to grow and succeed, it is essential that it has its objectives outlined. The first aim a business will have when it starts out, is to survive. Once this goal has been achieved, it means that they can now focus on growth objectives, which means that they can focus on increasing market share and increasing profits. When businesses set objectives, they follow SMART guidelines. SMART stands for; * Specific – The objective must be clear and concise * Measureable – Objectives must be able to assess properly * Achievable – The objective needs to be reasonable...
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...MEMORANDUM TO: Chuck Smith FROM: DATE: SUBJECT: A.1. Steak Sauce: Lawry’s Defense A. Situational Overview Kraft foods is one of the largest food companies in the United States with 67 major brands bringing in $100 million in annual sales. A.1. Steak sauce is one of the premier brands for Kraft Foods. It was created in 1830 by Henderson William Brand, who was the chef for England’s King George. When King George tried the sauce he was so happy with it and declared it to be “A1.” It was brought to North America during the early 1900’s, and Kraft Foods later on in the 2000’s acquired Nabisco which also brought along A.1. Steak Sauce. A1 sauce is the leader in the steak sauce category, and it ties into their high awareness with consumers. Although they are the leader in the category and sales have grown over the last couple of years, their unit and volume sales have become flat. They tried to reestablish the brand by broadening outside of just steak sauce. They had a horizontal extension in their product line by launching a line of marinates in 2002, and acquired 10% of the fast growing marinates market. The launching of the new marinate line for A.1. should create a future edge against the mature and slow growing steak market by becoming more diverse and offering a new product for the needs of other customer segments (Chernev, p. 154). During the infancy stage of the A.1. marinate line, the profitability will be limited because the market is not as aware of the product...
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...popularity of light beer among young people was increasing. Mountain Man Brewing Company was considering whether to launch Mountain Man Light to attract more sales. Problem Mountain Man had a 2% decline in revenue each year while light beer was much more demanding. However, launching a new product was costly. Also, if they launch the new product, they don’t know if it should be under the Mountain Man brand name or using some other names. In all, it’s difficult to predict that if the new product is profitable. Analysis The light beer consumption was 50.4% of the total barrels in 2005 with a 4% 6-yr CAGR, which means the market size would be 22.8 million in 2010. The main consumer of light beer spent aged from 21-27, although they represented only 13% of the U.S adult population, they accounted for more than 27% of total beer consumption. And these numbers were still growing. It would be a huge opportunity to launch Mountain Man light beer and take up some market shares. However, there was another question: should this light beer product be introduced under Mountain Man brand name, or by a different name? If the new product was under Mountain Man, the established company image could help reduce advertising cost, but downside is that it might alienate existing customers and erode brand equity. If the product was introduced by some other names, there would be neither brand dilution nor cannibalization, but the company would have to invest more on advertising and something else. Net...
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