...advertising will be used due to competition Finally during maturity we will use reminder adverising to remind consumers Product Branding Hollister Pricing Strategy Hollister Placing Strategy 1- Creating the messeage: -Personality symbols (in Hollister’ case, celebrities), -lifestyle -musical -slice of life. 2- Choosing Advertising media : Narrowcasting Immediate, customized and easily reached promotion tool that encourages interaction between customers and our company through direct mail, catalogs, telemarketing, newsletters and online marketing. No intermediaries Hollister could send to create and maintain customer relationships: Emails Newsletters Greetings on feasts Advertising Strategy 1- Company Overview 2- Targeting Strategy 3- Postioning strategy 4- Four p's decisions: - Product - Price - Place -Promotion 5- Implementation Plan Distribution Management Marketing Channels Distribution Strategy Pricing Strategy - Hollister would adopt...
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...Essay 4 Key drivers of product positioning: Image: Key factor that boosts the ego of the user thereby adding to the ‘feel good’ factor. Value: This is the core indicator of brand positioning. Price: This is an extremely important factor while positioning a product especially in price sensitive markets such as developing and emerging markets. Features: This is one of the most imperative factors to be taken into account while positioning a brand or a product as it is directly linked to driving a product’s value, perceived or otherwise. Brands and their positioning: 1. Vertu: This is an iconic brand positioned at the top of the price chain due to its super premium image. In terms of features, it has very few and technologically lags far behind the other mass brands. What it provides to its user is a sense of having achieved a status that few others have. Obviously the price here is not as important or impactive in its performance. The brand has a limited audience but they are very loyal and faithful to the brand. Chances of switching to another brand are very low. 2. iPhone : Another iconic brand which changed the way mobile handsets were supposed to be designed . This is also like Vertu, positioned purely based on the image but where it differs from Vertu is in the area of features and technology. This is the brand which sets the standard of feature/technology. Due to its iconic nature it is not price sensitive but has a much bigger audience as it is packed...
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...Chapter 1 Marketing used by consumers to make purchase descions Mobile and internet market newest and most expensive methods American Marketing Association (AMA): represents marketing professionals in US & Canada * Marketing (2007)- activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offering that have the value for customers, clients, partners, and society at large Exchange: central concept of marketing, basic use of marketing activities to create relationships with customers. 2 or more parties with something of value ot exchange, way to communicate w. eo * Not all marketing transactions involve exchange of money. Nonprofits use ads to bring in more donations Value: how customer views benefits of a product or service weighed against the cost of buying and cosuming it * Benefits can be functional, experiential, &/or psychological Marketing mix- Product, Place, Price, Promotion Integrated Marketing Communication (IMC)- coordinating various promotional elements and other marketing activities that communicate w/ the firms customers. Marketing Revolution: * Shifting of marketing expendistures from traditional media advertsing to other forms of promotion, and nontraditional media * Rapid growth of the internet and social media that’s changing the nature of how companies do business and the ways they communicate and interact with customers * Shift in marketplace power from manufacturers to retailers ...
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...Keeping fish in an aquarim Did you know the average ration of fish kept alive in an aquarium vs. how many perish just trying to make it to the exhbit and survive there is 50%? I ask you this because, although we all appreciate the beauty of the diverse animals and swirling colors, in the end is the loss worth it? Before a fish is placed into an aquarium it goes through quarantine. Quarantine can be described as a different process to most facilities, but one goal is in common, to add "healthy" fish to the main exhibits. Most fish are brought in from an extremely stressful transfter that consists of being shipped in small, air depleted bags (yes, fish do breath oxygen from the water that is taken from outside air mixed into the water; dissolved oxygen) and temperature fluctuations that leave the animals immunity lessened. After they are acclimated, some quickly, the are introduced into quarantine tanks. At a proper aquarium the fish is given time to get used to the surroundings and usually should be observed eating before any chemicals are added to the tank, some, however begin right away. A common chemical used is Copper. Copper is deadly to fish in high doses, but if you use just the right amount you can kill any "hitchhikers";parasites that have survived the trip. This may be used in conjuction with other chemicals and temperature fluctuations to produce a parasite free specimen. Imagine yourself packed into a tiny box depleted of air, added to an alien environment and...
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...Success to Peers 13-30 Medium Users Seek fashion Entertainmen t Niche oriented products, Smokers Trendy and Fun Loving But resource constrained 30-45 Low Users Most probable decision makers for switching brands Value in Products 45+ Low Users Elderly, Conservative, Conventional, Passive, Loyal to brands Functionality in products Targeting Colgate Dental Cream Strong Teeth Primary benefit Provided is STRONG TEETH PRIMARY TARGET GROUP Children of Age 5-12 Make Up Heavy Users Seek Strong & Healthy Teeth Positioning Attribute Positioning – “ Contains unique mix of Calcium & Minerals” Benefit Positioning – “Strong Teeth + #1 Anti Cavity Protection” Quality/Price Positioning – “Low Cost & IDA approved” Postioning statement Our product ‘Colgate dental cream – strong teeth’ is the most trusted anti cavity toothpaste among all the leading toothpastes because it has unique mixture of calcium and minerals for strong teeth PRODUCT (1/2) What ? - A dental cream for oral hygiene Why ? – Number 1 anti-cavity protection recommended by dentists Since when ? - Colgate has a rich history in keeping oral hygiene of the world since 1873 Benefits • • • • • • Offers all-around cavity protection Repairs early cavity spots Great mint taste freshens breath Protects against root caries Cleans & makes teeth whiter More calcium and minerals Active Ingredient Sodium monofluorophosphate Other Ingredients Calcium Carbonate, Water, Sorbital...
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...performance is declining fastly, and it can be explained through internal and external factors. Some of these factors include lack of sustainable competitive advantage, public relation issues that affected the brand’s identity and image, rise of fast fashion competition and its struggle with its brand position and pricing while the consumers’ preferences are changing. Through examining these various elements, it is clear that Abercrombie and Fitch must take a diverse approach in order to revitalize its brand and maintain profitability. First of all, one of the main internal issues that led to Fitch’s decline was their lack of sustainable competitive advantage. Indeed, A&F views brand image as its most important asset, and their postioning enabled them to set premium prices on their apparel. They lost their audience and brand image these past years ; in fact, the problem is that the « cool » college kids do not perceive A&F as trendy anymore. A better marketing information system is required to change that, evaluating customers tastes and needs evolution. Besides of Fitch’s loss of competitive advantage, public relation disasters highly damaged firm’s image. In 2002, a racist T-shirt that disparaged Asian Americans led to negative...
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...http://www.scribd.com/doc/51862116/Dell-Strategic-Management 1. Choose any organisation of your choice. Use any of the strategic change models discussed at AC1.1 to prepare a change plan for your chosen organization The strategic change model is different thing to different people. There are many models which are applicable in the strategic change model as well. The strategy models frame work consists of learning process, living system, strengths, alignment process, community development, competition, cognition, design chan, postioning, power, process of improvement, and value creation. Dell Company provide strategic management to translta the Dell provides a classic example of how the principles of strategic managementhave been used to translate an innovative vision into a successful and sustainableenterprise. Their vision statement basically tells the way they do their business.They want to be successful in the digital world for this they rely on latesttechnology. Dell provides quality products to cater the needs of the people. Inintend to build good relationship with their customers and suppliers Analysis of the internal environment:After setting the mission and objectives the next step is to analyses the internalenvironment.E.g.: Dell Corporation needs more qualified manpower, machines adopted byDell Corporation should be highly Resultant Analyze of external environment:The management conducts the analyses of the external environment.E.g.: Dell Corporation manufactures...
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...Means-end Chain A way to describe how a product interacts with the consumer Breaks down into 3 Areas, within each are 2 subgroups: Attributes – What is the product? * Concrete: Tangible aspects? * Abstract: Intangible aspects? Benefits – What it delivers to the consumer? * Functional: What does it do? * Psycho-Social: Consumers thoughts on it? What they think others will think of it? Values – What does it aid the consumer in doing? * Instrumental: Short term goals, does it helps consumer to achieve these? * Terminal: Long term or life goals, does it help consumer to achieve these? Not only allows marketers to see how a product interacts with the consumer but where advantages may exist in relation to similar products. There are different models which could be used to analyse the Unilever’s brand performance. Such as the means-end chain might be used to analyse which brand appeals to customers and which benefits them. This might also be used to see which brand/product has good communication with customers and which one is weak. New Product Development Model * Idea stage (Ready) * Development stage (Aim) * Implementation stage (Fire) The Boston Consulting Group (BCG) Matrix Helps to analyse portfolio of their products, brands or business overall performance Analyses a product using two dimensions – first looks at relative market share of product compared to competitors – Second, uses rate of market growth to identify whether...
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...Mobile Technology: Paving the Way to Organizational Success Marissa Ricalde BA 333: Management Information Systems Professor Kevin Ho December 09, 2011 Executive Summary The advancement of technology has helped organizations reach success. Because Information Technology (IT) plays an important role in business, it is important to understand how it improves business functions. Mobile devices are common in the market and since it reaches millions of consumers, it makes it easier for businesses to stay connected with their employees. In this paper I explore the correlation between organizational success and the use of mobile devices, what smartphones have to offer and how it creates employee mobility, and a comparison of the top two selling smartphones currently in the market, the Blackberry and the Iphone. Mobile Technology: Paving a Way to Organizational Success The invention and revolution of mobile devices Since the beginning of civilization, men have discovered ways to be more efficient. With the discovery of science sprang the creation of electricity. Since then we have been looking for more innovative ways to invent things that make our lives more comfortable. For example, the first car was invented in the 1700s and has come a long way since then. What was once to be considered heavy steel on wheels running on motor oil has revolutionized to a fuel efficient vehicle mostly running off electricity. With the advancements in technology, it is hard to...
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...International Journal of scientific research and management (IJSRM) ||Volume||2||Issue||5 ||Pages|| 809-814 ||2014|| Website: www.ijsrm.in ISSN (e): 2321-3418 Market Study of Farstrack And Casio Watches. Arati Biradar Assistant Professor, Department of Master of Business Administration Guru Nanak Dev Engineering College, Bidar, Karnataka (INDIA) E-mail ID: arati_bhogle@rediffmail.com ABSTRACT: With the advent of new technology, a revolutionary change is occurred in the watch market of India. Previously only a few brands were ruling the market. However with the passage of time and with the opening of free trade, there is no dearth of various national and international brands in the market. A few years ago, people used to buy watch, only to check time. However, now they buy not only to check time but also for fashion. In the present report an attempt has been made to analyze the two brands of the watch namely, Fastrack and Casio by using technique of SWOT analyses and covering aspects such as marketing environment, advertising and position. Keywords: Advertisement, current behaviour, SWOT Analysis ,market environment, fastrack, Casio. INTRODUCTION: 1. Fastrack Watches 1.1 HISTROY The journey begun on 1998 as a sub brand of Titan & went ahead as big as the parent brand. It came up when Timex split up with Titan. By 1998, Titan was one of the most trusted brands in watch segment. But, Titan had moved up the age spectrum. The youth associated the brand...
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...PROJECT REPORT ON ‘STUDY OF EYEWATCH – MOBILE PHONE APPLICATION WITH SPECIAL REFERENCE TO WOMEN POPULATION AND ITS PROMOTIONAL STRATEGIES’ FOR INDIANEYE SECURITY PVT. LTD. [Submitted in partial fulfilment of the requirement for the PGDM- IB (2011-2013) course at FSM, New Delhi] Submitted By: Submitted To: Palak Thukral Prof. Neetu Jain Roll No.- 053027, IMG5 FORE School of Management FORE SCHOOL OF MANAGEMENT B-18, QUTAB INSTITUTIONAL AREA NEW DELHI CERTIFICATION This is to certify that Ms. Palak Thukral, Roll No.053027, IMG V has completed her corporate business project and submitted this report entitled ‘Study of Eyewatch- mobile phone application with special reference to women population and its promotional strategies’ for Indianeye Security Pvt. Ltd., towards partial fulfilment of her Post Graduate Diploma in Management – International Business (PGDM-IB)(2011-2013) course at FSM, New Delhi. This report is the result of her own work and to the best of my knowledge no part of it has earlier comprised any other report, monograph, dissertation or book. It was carried out under my overall supervision. Date: Place: Prof. Neetu Jain Internal Faculty Guide ACKNOWLEDGEMENT I take the opportunity to express the feeling of gratitude towards FORE School of Management for keeping project as part of Bachelor of Business Administration Course. ...
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...TGI FRIDAYS MARKETING PLAN Marketing BUS319 DeVry University Online Table of Contents Page Executive Summary 3 * Company History 4 Strategic Focus and Plan……………………………………………………………………………………………………………………………4 Mission Statement 5 Goals 5 Competitive Advantage 5 Situation Analysis 6 SWOT Analysis 6 * Industry Analysis……………………………………………………………………………………………………………………6 Competitor Analysis 7 Company Analysis 7 Customer Analysis 8 Market-Product Focus 9 Marketing and Product Objectives 9 Market-Product Grid 9 Target Markets 10 Points of Difference & Positioning 10 Marketing Program 11 Product Strategy 11 Price Strategy 12 Promotion Strategy 12 Place Strategy 13 Financial Projections 14 Break-even Analysis 14 * Financial Projection 15 Organization 17 Implementation Plan 18 Evaluation and Control 19 Possible Deviations 19 Possible Solutions 19 Conclusion 20 References...................................................................................................................................................21 Executive Summary TGI Friday will strive to be the top casual dining food chain in the world. We aim to have our guest experience a great meal, in a fun lively atmosphere, at an affordable price. As times have changed TGI Fridays must change to accommodate there changing customers. Fridays will introduce an...
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...Laporan magang banana paper Disusun untuk memenuhi Ujian Tengah Semester (UTS)Mata Kuliah Kewirausahaan | | | | | | | Disusun Oleh ; Hanifa Izzatunnisa 170610140019 Nur Annissa 170610140023 Fajar Assyidiq 170610120037 Fadnan Aulia 170610140063 Program Studi Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Padjadjaran 2015 * Kata Pengantar Dengan menyebut nama Allah SWT yang Maha Pengasih lagi Maha Panyayang, Kami panjatkan puja dan puji syukur atas kehadirat-Nya, yang telah melimpahkan rahmat, hidayah, dan inayah-Nya kepada kami, sehingga kami dapat menyelesaikan makalah untuk memenuhi tugas ujian tengah semester ini. Makalah ilmiah ini telah penulis susun dengan maksimal dan untuk memenuhi tugas UTS dengan mata kuliah “kewirausahaan”,bersama dosen tercinta Ibu Ratih Purbasari.S. AB yang telah membimbing kami pada semester 4 ini. Terlepas dari semua itu, penulis menyadari sepenuhnya bahwa masih ada kekurangan baik dari segi susunan kalimat maupun tata bahasanya. Oleh karena itu dengan tangan terbuka kami menerima segala saran dan kritik dari pembaca agar kami dapat memperbaiki makalah ini. Akhir kata kami berharap semoga makalah ini dapat memberikan manfaat maupun inpirasi terhadap pembaca. Jatinangor, 11 April 2016 Penulis * * Daftar Isi Kata Pengantar 1 Daftar Isi 2 BAB 1 Pendahulan 3 1.1 Latar Belakang 3 1.2 Profil UKM 4 BAB 2 Analisis Pemasaran...
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...This article was downloaded by: [80.5.173.244] On: 18 June 2012, At: 04:49 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK Journal of Strategic Marketing Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/rjsm20 Competitive positioning and the resource-based view of the firm a a Graham Hooley , Amanda Broderick & Kristian Möller a b Aston Business School, Aston University, Birmingham, B4 7ET, UK b Department of Marketing, Helsinki School of Economics, Runeberginkatu 14–16, Helsinki, FIN-00100, Finland Available online: 28 Jul 2006 To cite this article: Graham Hooley, Amanda Broderick & Kristian Möller (1998): Competitive positioning and the resourcebased view of the firm, Journal of Strategic Marketing, 6:2, 97-116 To link to this article: http://dx.doi.org/10.1080/09652549800000003 PLEASE SCROLL DOWN FOR ARTICLE Full terms and conditions of use: http://www.tandfonline.com/page/terms-and-conditions This article may be used for research, teaching, and private study purposes. Any substantial or systematic reproduction, redistribution, reselling, loan, sub-licensing, systematic supply, or distribution in any form to anyone is expressly forbidden. The publisher does not give any warranty express or implied or make any representation that the contents ...
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...B R A N D P L A N N I N G 1 < CONTENTS PAGE CONTENTS INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Chapter 1 BRAND POSITIONING MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Chapter 2 BRAND RESONANCE MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Chapter 3 BRAND VALUE CHAIN MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 APPENDIX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 B R A N D P L A N N I N G 5 INTRODUCTION Great brands are no accidents. They are a result of thoughtful and imaginative planning. Anyone building or managing a brand must carefully develop and implement creative brand strategies. To aid in that planning, three tools or models are helpful. Like the famous Russian nesting “matrioshka” dolls, the three models are inter-connected and become larger and increasing in scope: The first model is a component into the second model; the second model, in turn, is a component into the third model. Combined, the three models provide crucial micro and macro perspectives to successful brand building. Specifically, the three models are as follows, to be described in more detail below: 1. Brand positioning model describes how to establish competitive advantages in the minds...
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