...heated Bikram yoga studio where many athletes and everyday people are going to cure and prevent aches and pains. Yoga, as a way to achieve higher self-awareness, was around as early as 200 B.C. in India and has been gradually growing in popularity in the western world over the past four decades. Traditional styles of yoga, including Hatha yoga, which consists of thousands of poses, have long been studied as an effective form of complimentary or alternative medicine (CAM). The biggest yoga boom has occurred over the past decade according to statistics from the International Association of Yoga Therapists. The Association estimates there were 20 million Americans practicing some form of yoga in 2002 compared to 6 million in 1994. Increased awareness of yoga as a healing method along with high-profile celebrity endorsements have contributed to the growing numbers of yoga users recently. Madonna and Kareem Abdul-Jabbar are some famous yogis that have been students of Bikram Choudhury, who founded his own style of hot yoga in India. Dina Lancour, a Hatha yoga instructor from Agawam, Massachusetts, took a Bikram yoga class under Choudhury. “It reminded me of Indian sweat tents,” Lancour said. “It becomes very meditative and deep.” Proponents of Bikram yoga and medical specialists have noted the health benefits of hot yoga. Other yoga practitioners and teachers have expressed concerns about the safety of practicing yoga in a hot room and some ‘yoga purists’ question...
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...Brand Audit Part I Victoria’s Secret A. Company: Victoria’s Secret Inc. is the largest American retailer of women’s lingerie and the largest subsidiary of Limited Brands. The company sells lingerie, as well as other apparel, footwear, fragrances, and cosmetics. Founded in 1977 by Roy and Gaye Raymond, their first store opened in San Francisco, California and are currently headquartered in Columbus, Ohio, U.S, with current parent company as L Brands. The company has 1,149 stores including 1,098 stores in the US, 10 in the UK and 41 in Canada. Victoria’s Secret also has 304 franchised stores including 290 Victoria's Secret Beauty & Accessories stores, 13 Victoria's Secret International stores and one PINK International store. In 1983, for $1 million, Victoria’s Secret Inc. was sold to Leslie Wexner, who revamped the look of the company. Transforming a three store boutique into a 346 store retailer. In 1989, Victoria’s Secret Inc. executed an advertising campaign featuring for the first time in the company a ten-page insert that appeared in November issues of Elle, Vogue, Vanity Fair, Victoria, House Beautiful, Bon Appetit, New Woman, and People magazines. Later in the early 90s, Victoria’s Secret Inc. was under it’s current parent company, L Brands. They introduced the Miracle Bra, which was competing with Sara Lee’s Wonder Bra. In 2002 they introduced not only swimwear but a lingerie line, PINK, to target younger women. The Victoria's Secret Designer Collection...
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...| Memo To: Anthony Racka From: Date: [ 11/4/2012 ] Re: Female Purchasing Power Today, women are the ones who make the choices when coming to making purchasing decisions in a household. Also, women are gaining control of wealth and purchasing power (Time Magazine, n.d.). Their spending power can change and should change how businesses market their companies. Places that may provide cars, electronics and traveling are mostly targeted for men and women that may be neglected in the development of these products and the marketing. Some businesses are now marketing towards women as well such as sports businesses. This may be because NFL fans consist of 44% women (Time Magazine, n.d.), and 50% of products typically marketing to men are purchased by women (Billings, n.d.). I believe that companies that target towards mostly women may obtain a successful business. Victoria’s Secret is an excellent example of a business that focuses on women. Victoria’s Secret is a store owned by a company named The Limited. Victoria’s Secret is the number one specialty retailer of women intimate apparel (Quantcast Corporation, 2012). There focus is on women and I believe this is one of the reasons why there are so successful. Victoria’s Secret targets women from the ages of 15-34 years old. I have the age so young because of their addition to the company called “PINK”. College students are initially the main target for the brand “PINK”, but it also attracted high school students. A lot of younger...
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...______________________________________________________________________________ This case was written by Professors George E. Belch and Michael A. Belch. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources. Company Background Under Armour (UA) was founded in 1996 by Kevin Plank, a former Maryland football player, who began by selling compression clothing that could “wick” sweat away from the body to college sports teams out of the trunk of his car. Plank was a football player at the University of Maryland, and hated wearing cotton shirts to practice in the hot, humid Maryland climate. Knowing that he would never be an NFL player, Plank devoted his efforts to starting a company that could make a product that would be an improvement over cotton, in that it would not absorb sweat and be much more functional and comfortable to wear. Once made, he started selling the shirts to the lacrosse and football teams at the University of Maryland out of the trunk of his car. In 1998, the football oriented movie “Any Given Sunday” was being filmed in Baltimore where Under Armour is based. The producers of the movie were looking for a product that would represent the athletic nature of the movie and be comfortable to wear during filming. Under Armour agreed to provide products, and UA shirts were used throughout the filming and appeared in the movie itself, resulting...
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...Marketing Research Journal for YMCA Jonathan Lewis nathanolewis@gmail.com Abstract YMCA as commonly known is the acronym for Young Men Christian Association. This nonprofit organization is a worldwide organization in with more than 57 million beneficiaries all over the world. As the marketing manager, the purpose of this research journal to evaluate the internal and external marketing environments of the organization, this will give us a broader perspective into the success of the organization and the next level of growth for the organization. Although this is a nonprofit organization, but like for profit organization, there are different marketing factors and strategies such as the competitive environment, target audience, and many more that contributes to the success of the business. The observations and findings in this journal will be the groundwork upon with the business manager’s plan for this organization will be built. Keywords: competitive environment, target market, stakeholders, marketing mix, value proposition Introduction to YMCA Young Men's Christian Association is commonly known as YMCA or simply the Y. The organization comprises of over 125 national associations worldwide with more than 57 million beneficiaries from different walks of life. This nonprofit organization was founded on 6 June 1844 by George Williams in London. The main reason why he created the organization was to put Christian principles into practice by helping...
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...There are two reasons for professional sports. The first is to make money and the second is it makes money. The Public Relations professional must be actively involved in marketing helping the clients cause or improving the clients’ profits. The PR professional must have known as much about the whole marketing process as the marketing manager. In the past few years, salaries in professional sports have escalated, with corresponding increases in ticket prices, beyond anything remotely resembling economic good sense. In most cases it is a wise move for players to use agents to negotiate contracts. Many agents are reputable lawyers or accountants who not only negotiate contracts, but also guard the players’ money and investments. Since sports teams are private businesses managed for their owner’s profit, the Public Relations expert is involved at a high level – justifying athletes’ high salaries, encouraging attendance for winning and losing teams, arranging appearances for player to personalize the teams’ public image and creating special events to keep the interest alive when the play on the field is dull. A new area of investing in a team is the selling of “official” team representation. Local and national companies are willing to pay handsomely to become an official sponsor or provider. The public relations team must take part in attempting to attract bidders and then letting the community know who the major sponsors and providers are for the team. In order to be considered...
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...Strategic Planning Part I: Conceptualizing a Business BUS/475 Strategic Planning Part I: Conceptualizing a Business Proper strategic planning is important to the future of a business. Strategic planning is the organizations process of defining who they are, what they do, who they do it for, and how they do it. It provides a strategy and direction for molding company policies, products and services. The strategic planning process focus on understanding the organizations relationship to its stakeholders using four main concepts: Vision, Mission, Values, and Strategy. This project will focus on the strategic design of Under Armour, Inc. The Purpose of Under Armour The Under Armour sports gear and equipment was born in 1996 by a University of Maryland football captain named Kevin Plank who is still chairman and CEO of the company (Google Finance UA, 2013). The first plan was to create a superior t-shirt that would provide compression and keep perspiration off of the skin as opposed to absorbing it. His plan was to create a shirt that would work with the body and regulate the body’s temperature as well as enhancing the athlete’s performance. Kevin created tight fitting sportswear that is made in base layers. The gear was designed for contact sports. The company uses ArmorGrip technology that is designed to hold the clothes in place and prevents movement of the clothes on the body. The sportswear is made with a thin material designed to be easy to put on and to fit...
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...1. BUSINESS CASE ANALYSIS Business Cases (Spring) Professor Dan Nicholes BUSI 4003 Yorkville University BUSINESS CASE ANALYSIS Professor Dan Nicholes Business Cases (Spring) BUSI 4003 Yorkville University Table of Contents Lululemon Athletica Inc.....................................................................................................................5 Pepsi Canada: The Pepsi Refresh Project.......................................................................................9 2. LULULEMON ATHLETICA INC. 1 Kelly Huang (Arman) wrote this case under the supervision of Professor Dante M. Pirouz solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com. Copyright © 2014, Richard Ivey School of Business Foundation Version: 2014-10-17 Near the...
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...Team 1 : Product Development Work Plan Smart Technology: Fitness Apparel [pic] Karene Brown Phillip Bryant Adran Reid Derek Terrell Danyelle Thomas Teri Wiltcher Executive Summary Acquity Consulting Group set out to assist our client, Athos Technology, with increasing their market share in the fitness industry. Athos Technology has developed wearable smart clothing with the distinct ability to measure muscle activity through the use of EMG sensors embedded in the clothing. The company currently offers a limited number of items in its men’s and women’s lines. Through analysis of the fitness apparel and wearable technology markets, we found that there was a clear void in the market that Athos would be uniquely positioned to fill. We found that the wearable technology market is on the rise, with profits expected to reach over $11bn by 2020. Taking a closer look at what drove sales in the fitness apparel industry, we concluded that our client could see increased sales if they introduced a line of full-length compression smart pants. Additionally, given the role that the fusion of fashion and function has played in the growth of the fitness apparel market, we recommended that our client pay particularly attention to the design of the leggings for both male and female consumers. Interviews and surveys were conducted to ascertain an appropriate price point for this product and it was determined that Athos should price the leggings at $175...
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...(Under Armour, 2012). “There has to be something better,” he believed (Under Armour, 2012). That statement soon launched the performance apparel industry (Under Armour, 2012). That statement also became Under Armour’s generic strategy, which was to develop a better product than there was in the market. While Plank was perfecting his t-shirt after he graduated, he needed funds to launch his apparel line, so he maxed out his credit cards to the tune of $40,000 and set up a company in his grandmother’s basement in Washington, DC (Under Armour, 2012). In 1996, Kevin Plank founded Under Armour (Funding Universe). One year later, he made his first team sale to Georgia Tech, after which other major Division I teams followed in droves, along with 26 NFL teams (Under Armour, 2012). Under Armour released several apparel lines with each one having been designed for a specific purpose (Funding Universe). ColdGear was for harsh winter weather (Funding...
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...April 9, 2013 Live UP Marketing Campaign Client: Jawbone Product: UP Health Wristband Industry Background The Jawbone UP is a band and smartphone app that allows its’ users to be able to track their movements, sleep, and food consumption (Jawbone). The wristband makes it easier for users to live a healthier lifestyle in an organized manner. The Jawbone UP would be considered in the industry of fitness and wellness. Its competition includes companies like Basis Band, Fitbit, DirectLife, Adidas miCoach Pacer, Nike+, Valencell, and many other devices. The industry size for this product can be seen as large for that there are many competitors with the Jawbone UP and living healthier lifestyles is trending. Many companies such as Nike+ and Fitbit have been in the industry for quite some time creating most of the industry’s market share, but with many new companies creating tracking devices of their own as well as smartphone apps have made the industry larger and more competitive. Current trends involved in the fitness and wellness industry are being developed from individuals as well as corporations. Today, individuals are looking for new ways to lose weight, reduce the amount of stress in their lives, and live healthier lifestyle trends. Individuals will start to become more proactive in trying to keep up with these healthier lifestyles that will lead companies to involve themselves in this new market to combat the higher healthcare costs. Another major trend in the fitness...
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...• Deepika Kumari wins bronze at Antalya Archery World Cup. She was the only Indian who made it to the last four in individual women’s recurve competition as veteran Dola Banerjee, Satbir Kaur and Snehal Divakar all lost in the first round. In the Antalya 2015 recurve women’s event Misun Choi and Bo Bae Ki from South Korea won gold and silver medal respectively. • Punjab to observe 2015-16 as Year of Development. It was announced by Chief Minister Parkash Singh Badal, in Dhuri Assembly segment of the state. • Dilawar Singh of Haryana has won ‘Pedal for Kashmir’ cycling competition, held along the banks of picturesque Dal Lake in Srinagar. Mohammad Akbar Khan came runner up, followed by another local cyclist Mohammad Adil Teli. While in the under-19 category of the competition for Boys, Mohit Kumar won the first prize. Wahid Ahmad Ganie was placed second, while Amir Sadiq Gojriin finished third. In the girls under-19 category, Komal Deshmuk from Maharashtra, beat local girl Bushra Ali to the first position. State Minister for Public Works Altaf Bukhari gave away the prizes to the winners. • Ace Indian shooter Gurpreet Singh has secured India a fifth quota place in shooting for the 2016 Rio Olympics. He achieved this feat by finishing fourth in the Men’s 10 metre Air Pistol final at the International Shooting Sport Federation (ISSF) Shooting World Cup held in Munich, Germany. Earlier, in same world cup Abhinav Bindra, India’s only individual Olympic gold-medallist, had won a quota...
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...CONNECT FEATURES Interactive Applications Interactive Applications offer a variety of automatically graded exercises that require students to apply key concepts. Whether the assignment includes a click and drag, video case, or decision generator, these applications provide instant feedback and progress tracking for students and detailed results for the instructor. Case Exercises The Connect platform also includes author-developed case exercises for all 12 cases in this edition that require students to work through answers to assignment questions for each case. These exercises have multiple components and can include: calculating assorted financial ratios to assess a company’s financial performance and balance sheet strength, identifying a company’s strategy, doing five-forces and driving-forces analysis, doing a SWOT analysis, and recommending actions to improve company performance. The content of these case exercises is tailored to match the circumstances presented in each case, calling upon students to do whatever strategic thinking and strategic analysis is called for to arrive at a pragmatic, analysis-based action recommendation for improving company performance. eBook Connect Plus includes a media-rich eBook that allows you to share your notes with your students. Your students can insert and review their own notes, highlight the text, search for specific information, and interact with media resources. Using an eBook with Connect Plus gives your...
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...08 Fall Promotional Plan Executive Summary Naturally brewed with no added preservatives in Golden, Colorado, the heart of the Rockies, Coors Light is the eighth leading beer brand in the world. As Molson Coors’ largest brand, the new parent company after the 2005 merger, Coors Light has established itself as the biggest selling brand in both the US and Canada. The merger, however, left the company heavily indebted and with limited capital suffered a loss of partnering and sponsorship for major sporting events. Coors Light has worked extremely hard to maintain the positioning as ‘The Worlds Most Refreshing Beer” withstanding the susceptibility the brand faces with only a single brewing site and third party distributors. This promotion plan includes the following objectives for the upcoming year: * To attract non-users and create brand awareness among 90% of females aged 21-30 seeking a refreshing tasting light beer, * To retain the 18-24 year old male target currently held by Coors Light. * To engage the mobile community through the use of Mobile Insider, connecting the brand to consumers. The objectives should be met through various promotional activities tied closely to the company’s long-standing brand image, and mobile promotions to increase accuracy in reaching target markets. Over the next 12 months it is recommended that Coors Light continue to use the Maxim Golf Experience to maintain the current target...
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...OTHER BOOKS BY D. A. BENTON Lions Don’t Need to Roar How to Think Like a CEO The $100,000 Club Secrets of a CEO Coach HOW TO ACT LIKE A 10 Rules for Getting to the Top and Staying There CEO M C G R AW- H I L L SAN FRANCISCO LISBON WA S H I N G T O N , D. C . MADRID AU C K L A N D D. A. BENTON N E W YO R K B O G OT Á MILAN C A R AC A S LONDON NEW DELHI MEXICO CITY SINGAPORE MONTREAL S A N J UA N SYDNEY T O K YO TO RO N TO McGraw-Hill abc Copyright © 2001 by Debra A. Benton. All rights reserved. Manufactured in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. 0-07-137459-0 The material in this eBook also appears in the print version of this title: 0-07-135998-2. All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. For more information, please contact George Hoare, Special Sales...
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