...[pic] COURSE: MKT 4398 – Strategic Brand Management TERM: Fall 2009 | | | |Section 05: 12:30-1:45 T-Th | | | | | |Room: HSB 101 | | PROFESSOR: Dr. Chris Pullig OFFICE: HSB 223 OFFICE HOURS: T-Th 1:45 – 4:00 or by appointment PHONE: 710-4769 (Office) and 836-0206 (Home) EMAIL: Chris_Pullig@Baylor.edu Course Description and Objectives: One of the most valuable assets for any firm is the brand associated with its products and/or services. Despite this, very little attention has been paid to the subject in business education. To address this, Strategic Brand Management is an advanced elective that addresses important branding decisions faced by an organization. Its basic objectives are: 1) to increase understanding of the important issues in planning and evaluating brand strategies; 2) to provide the appropriate theories, models, and other tools to make better branding decisions; and 3) to provide a forum for students to apply these principles. Specifically, we will cover: ...
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...The International UNO Summer School 2012 Red Bull: Case Analysis Daniel Mader Andreas Mair Jennie Walker Ellie Walker Macon Blount Marketing Principles Jeffrey R. Foreman, PhD MKT 3501.1 Table of Contents Company Overview 3 Corporate, Business, and Marketing Strategy 5 Market Orientation 6 Marketing Macro Environment 7 Consumer Behavior and Psychology 8 Porter’s Five Forces 12 Pricing Strategies 14 Integrated Marketing Communications 17 Social Media Press Release 19 Future Problems for Red Bull 20 Company Overview I. Mission Statement and Slogan A. Mission Statement * No official mission statement could be obtained, since Red Bull is not a publically traded company. B. Slogan * “Red Bull gives you wiiings.” / “Red Bull verleiht Flüüügel.” * This slogan was popularized via TV commercials in German-speaking countries in the 1990s; the slogan was later translated into English as Red Bull became more internationalized. * Controversy arose over the rights to use the English slogan in the early 2000s when a patent attorney from Sarajevo claimed that he had patented the slogan for his own purposes back in 1997 in Romania. The slogan is still in use today by Red Bull. II. Core Competencies * Needless to say, the brand has developed an image for power, speed, and recklessness, and dominates the energy drink market all across the globe. * As can be seen in Pricing...
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...MARKETING PLAN FOR BIG RED By Name Course Professor Institution City/State Date Marketing plan for Big Red I. Background Big Red a small soft drink company in the United States. It started in 1937 as a manufacturer of cream soda with almond used as flavour. Big Red is popular in Southern United States for its unique taste and flavour. The company uses carbonated water, sugar, caffeine and natural flavourings in the manufacture of soft drinks. Other ingredients include phosphoric acid and caramel colour which the company uses to produce various flavours of product. Big Red’s marketing tactics and trade secret has made the company to register significant sales volumes (Mangold & Faulds, 2009). This growth has made the company to spread across countries. Currently, the company is spreading to every part of the United States as a promising small business. The company origin dates back in 1937 under Grover. Thomsen and R. H. Roark. Big Red not only undertakes manufacturing of its products but it also carries out retail distribution and marketing functions. The company has plans to grow the brand. Most vending machines in southern United States have the company brands that include Big Red (Kotler & Armstrong, 2010). This paper explores the marketing function of the company and the strategies that it employs to retain dominance in the market. It assess the market audit and gives a brief an overview of the market in terms of size, trends and competition. The...
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...Vacancy for Brand Manager Dekko Group and Red Bull both wanted candidates having minimum 5 years experiment. Both Dekko Group and Red Bull wants Brand Mangers who have previous professional experience including the experience of maintaining and operating big, sophisticated establishment. They both want candidates who have good communication and who are capable of handling others as well as themselves. Both companies want candidates who have Bachelor's degree; MBA not required, but preferred. The applicants should have experience in the following area(s): Brand Planning/Development, Marketing. They also mentioned that the candidates should have strong drives to achieve results. Red Bull published the ad in a highly professional way, whereas Dekko Group did not do it. Red Bull mentioned their requirements in bulletin points and in detail, which highlight each and every point and Dekko Group, wrote all their requirements in one paragraph which is little vague. Red Bull mentioned the age limit Dekko Group did not. Red Bull mentioned key results and deliverables (what does success look like) but Dekko Group did not say anything regarding this. Red Bull broadly described about major activities to ensure achievement of key results and deliverables and Dekko did not mention about it. Red Bull did not mention the salary they will give but Dekko Group clearly mentioned it. 1. Dekko Group did not mentioned key results and deliverables (what does success look like) 2. Dekko...
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...International Marketing Management (IBU5MKG) [pic] Title : International Marketing Plan “Monster Energy Drink” Lecturer : Mr. Mike Turner Student : Ekapon Srisittichaikul - 15996703 Kasemvit Lohitkul - 15954478 Mengxi Xu - 15999067 Hsieh Hsinng-Jen - 15942765 Yaxian Tang - 15707254 Shuqing Zhang - 15498769 Hanjie Mei - 15619403 TABLE OF CONTENT Executive summary………..……………………………………………………...............……...3 Political system……………………..…………………………...……………..…...…………….5 Legal system…………………….……….………………….................................................……7 Economic statistics and activity…………….……………...……………….........…..………….8 Geographical setting……………………………………..…...…………….…..........................14 Social environment…………...………………...........................................................................15 Cultural environment…………...………………......................................................................19 Technology…………...……………….......................................................................................22 Trading infrastructure…………...………………....................................................................24 The market…………...……………….......................................................................................27 The company………...………………………………………………………............................31 Statement...
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...manufacturing and marketing pharmaceuticals and health care products were born. Through several mergers and takeovers the company is now a leading international business entity with a major concentration in India. Venturing into malted milk market in India in a big way the company also acquires an energy booster drink marketed by Shaw Wallace & Hedges Company, branded “Viva” in 2002 in Sri Lanka. In its portfolio the product is marketed along with flagship “Horlicks” brand, a malted milk with a strong brand heritage tracing it’s origins to UK. GSK re-launches “Viva” with several marketing objectives in mind soon after the acquisition. Performance reviews conducted periodically and adverse findings such as stagnant malted milk market size and company’s own share compels GSK to carry out a situational marketing audit involving a strengths, weaknesses, opportunities and threats analysis (SWOT) amidst macro environmental factors (PEST) affecting the performance of the product which had failed to reach the brand awareness, equity and other marketing objectives. In the process GSK identifies several weaknesses in the positioning and re-launches the product in year 2007 as “VIVA Power Booster” after formulating revised objectives and strategies. We have chosen “VIVA...
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...very difficult market in the UK. Barriers to Entry According to Casey’s beer, (2013) to start a new successfully brewery will probably need around half a million pounds to start with, however some people have managed to start breweries with a budget of £60,000 it all depends on the size of the new business. There are a number of legal requirements that new breweries need, for example, local licenses. Also growing a recognizable brand within the beer market can take a long time. (Perleberg and O’Brien, 2012) There is a high barrier to open a new brewery, because successful large chains, which have economies of scale, dominate this market in the UK, such as Heineken together with other brewers like Bass plc, SaBMiller, AB InBev, Guiness, Scottish Courage and Carlsberg, each of these provide a portfolio of very well known brands. (Jones et al, 2013) According to Wood, (1999) the central approach to increase barriers of entry is for companies to gain market power with high brand equity, such a Heineken with its very well known core brand Heineken, built with a set of assets and liabilities that add value to the...
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...Strategic Initiative Paper Iam Anonymous FIN/370 January 8, 2013 Dr. Finance Strategic Initiative Paper A business with a competitive edge, growth and financial stability is usually developed with the proper strategic and financial plans. This process starts by clearly defining your business goals, objectives and determining how much money it will take to accomplish them. In the process of Strategic and Financial planning certain steps or developed, implemented and followed through as an outline in determining the direction you want your business to go into as well as how the goals you have set, and who will be assigned to assist in monitoring the process and accomplishing those goals. Strategic planning is also a process of that involves investigating and assessing the competitions strengths, weaknesses, accomplishments and threats and applying them according to the plans of your business. Financial Planning is managing the finances over a period of time so that the business will and can continue to operate, Plans for the company and employees future. When the strategic plan is developed for the business having the adequate finances play the most important role in getting started, company and organization without the adequate funding and financial guidance, goal and plans set for the business are limited and will not be beneficial and could result in a failing company. Businesses that usually follow their business outline eliminate areas of inefficiencies...
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...mountains of marketing information into fresh customer insights that will help them deliver greater value to customers. Let’s start with a good story about marketing research and customer insights in action at P&G, one of the world’s largest and most re- spected marketing companies. P&G makes and markets a who’s who list of consumer megabrands, including the likes of Tide, Crest, Bounty, Charmin, Puffs, Pampers, Pringles, Gillette, Dawn, Ivory, Febreze, Swiffer, Olay, Cover Girl, Pantene, Scope, NyQuil, Duracell, and dozens more. The company’s stated purpose is to provide products that “improve the lives of the world’s consumers.” P&G’s brands really do create value for consumers by solving their problems. But to build meaningful relationships with customers, you first have to understand them and how they connect with your brand. That’s where marketing research comes in. P&G: Deep Customer Insights Yield Meaningful Customer Relationships C reating customer value. Building meaningful customer relationships. All this sounds pretty lofty, especially for a company like P&G, which sells seemingly mundane, low-involvement consumer products such as detergents, shampoos, toothpastes,...
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...Marketing Audit: Burnett’s Flavored Vodka Over the past decade, the popularity of the spirit vodka has gone through the roof in terms of U.S Consumption. With many consumers looking for healthier, low calorie alternatives to beer, wine, and other dark spirits, Vodkas popularity comes as no surprise. The rise of vodka has also brought about another growing trend in the spirits industry and that is the growth of flavored vodkas. Flavored vodkas allow consumers with particular taste to enjoy an easy-to-drink spirit and also allows consumers to create many different drinks with one base liquor. One of the companies that has seen immense success in this booming market is Heaven Hill Distilleries’ line of Burnetts’ Flavored Vodka. Featuring over 33 unique and distinct flavors, Burnett’s is one of the largest players in the flavored vodka market and continues to lead in innovation of flavors as well as nationwide distribution. Executive Summary While there continues to be new competitors entering the market almost every day, one of the largest, most competitive firms in the flavored vodka market is Burnett’s Flavored Vodka. Burnett’s, widely known throughout the nation by young collegiate aged individuals and young professionals, offers one of the lowest price points for vodka in the entire industry. In addition to this, it features a product line with over 33 different flavors including seasonal flavors such as pumpkin spice vodka. By and large, Burnett’s has seen wide success...
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...------------------------------------------------- Understanding Brand - What is a Brand? Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies make”. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance about the characteristics that make the product or service unique. A strong brand is a means of making people aware of what the company represents and what its offerings are.To a consumer, brand means and signifies: * Source of product * Delegating responsibility to the manufacturer of product * Lower risk * Less search cost * Quality symbol * Deal or pact with the product manufacturer * Symbolic device | | Brands simplify consumers purchase decision. Over a period of time, consumers discover the brands which satisfy their need. If the consumers recognize a particular brand and have knowledge about it, they make quick purchase decision and save lot of time. Also, they save search costs for product. Consumers remain committed and loyal to a brand as long as they believe and have an implicit understanding that the brand will continue meeting their...
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...Eric Dowling Alex Davydov Matthew Melnicoff Soledad Querol Molly Rotsch Contents Executive Summary.............................................................................................................................................3 Marketing Analysis .............................................................................................................................................3 The Target Brand ............................................................................................................................................3 "The Guest" ....................................................................................................................................................4 Target's Competitors ......................................................................................................................................4 Expect More, Pay Less ....................................................................................................................................4 Rise of the Store Brand ...................................................................................................................................5 Up and Up......................................................................................................................................................6 The Introduction of PFresh.............................................................................................................
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...Strategic Marketing: Nike: A Case Study: . Published: 14th October 2013 Table of Contents 1. Assignment Topic 3 2. Word Count 3 3. Executive Summary 3 4. Introduction 4 5. Nike – Where it came from 4 6. Nike – Market orientation, challenges and missteps 5 7. Nike’s labour practices shame and the turn around 8 8. Nike’s “She runs the night campaign” 9 9. Conclusion 10 10. References 11 11. Appendix A - Case Study 13 Nike - The art of selling air 13 1. Assignment Topic In your case report, identify three to four marketing challenges covered in this subject, and address how those challenges can be met using the principles developed in this subject. Be sure to cite and reference the name and source of your case in your assignment report (as well as other references you use). The case study “Nike – The art of selling air.” has been included for reference in Appendix A of this paper. 2. Word Count This paper contains a total of 2581 words from the start of the introduction to the end of the conclusion section. 3. Executive Summary Companies today face many challenges to maintain market share and differentiate themselves from a highly competitive and ever evolving market place. Marketing is crucial to a company’s long term success. The aim of this paper is to use the “Nike - The art of selling air.” case study and concepts from strategic marketing theory to identify marketing challenges and how those challenges...
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...Integrated Company Analysis December Integrated Company Analysis15, 2010 December, 15 2010 Scott Meyer Scott Meyer Angela Faloye Anjali Krishnan Nathan Schaff Matt Reuer Scott Meyer 26 Table of Contents Introduction .............................................................................................................................................................. 3 Executive Summary ................................................................................................................................................. 3 Marketing Analysis ............................................................................................................................................. 3 - 7 Competitive Analysis and Positioning ................................................................................................................... 3 Target Segments ..................................................................................................................................................... 4 Product ................................................................................................................................................................... 5 Price ....................................................................................................................................................................... 5 Marketing Communications ...............................................................................
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...Pre-Feasibility Study DAIRY FARM (25 Animals) Small and Medium Enterprise Development Authority Government of Pakistan www.smeda.org.pk HEAD OFFICE 6th Floor LDA Plaza Egerton Road, Lahore Tel 111 111 456, Fax 6304926-7 Website www.smeda.org.pk Helpdesk@smeda.org.pk REGIONAL OFFICE REGIONAL OFFICE SINDH NWFP 5TH Floor, Bahria Complex II, M.T. Khan Road, Karachi. Tel: (021) 111-111-456 Fax: (021) 5610572 helpdesk-khi@smeda.org.pk Ground Floor State Life Building The Mall, Peshawar. Tel: (091) 9213046-47 Fax: (091) 286908 helpdesk-pew@smeda.org.pk REGIONAL OFFICE PUNJAB REGIONAL OFFICE BALOCHISTAN Bungalow No. 15-A Chaman Housing Scheme Airport Road, Quetta. Tel: (081) 831623, 831702 Fax: (081) 831922 helpdesk-qta@smeda.org.pk 8 th Floor, LDA Plaza, Lahore, Tel: (042) 111-111-456 Fax: (042)6304926-7 helpdesk@smeda.org.pk October, 2008 Pre-Feasibility Study Dairy Farm (25 Animals) 1 INTRODUCTION TO SMEDA..........................................................................................................4 2 PURPOSE OF THE DOCUMENT.....................................................................................................4 3 CRUCIAL FACTORS & STEPS IN DECISION MAKING FOR INVESTMENT ..........................5 3.1 3.2 3.3 3.4 STRENGTHS ................................................................................................................................5 WEAKNESSES..................................................................
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