...au) shows the banned advertisement from Roger David. EXECUTIVE SUMMARY In mid 2011 Roger David released an advertisement for their new clothing line “New Love Club” through an email campaign to their existing customer base. The advertisement featured a teenage girl, gagged with a Union Jack, a barcode tattooed on her shoulder with the words “slave” written beneath it and she was forming a love heart shape with her hands. The advertisement featured the text “New Love Club” and the Roger David logo. It is reported in the ASB Case Report (2011), that he Australian Association of National Advertisers (AANA) received complaints from the public that the advertisement was offensive due to its representation of young girls as vulnerable and slaves and lacks sensitivity to the growing child exploitation and sexist depiction of girls and women. Upon investigation by the Advertising Standards Board the advertisement was found to have breached the AANA’s Code of Ethics. ASB Case Report (2011). Section 2.3 of the AANA Code (2009) states that an advertisement shall treat sex, sexuality and nudity with sensitivity to the relevant audience. On this basis, the Board determined that this section of the Code was breached and the advertisement was discontinued. The advertiser responded to the investigation and in the ASB Case Report (2011) they commented that the girl was 18 years old at the time of the photograph. They believed the advertisement did not portray sex, sexuality or nudity and...
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...all-wheel-drive wagons out on the automobile market. Sure there are tons of automobiles out there and tough competition but this is what makes the Subaru Outback distinctive therefore creating less price conscious customers. Another factor is that they are slow to change their buying habits (Kotler, Keller 2012 p. 391). Subaru’s current customers love their vehicles and therefore are repeat buyers of the brand. Subaru’s marketing campaign has helped tremendously change the price sensitivity and emotions in customers. They have been focusing on what creates love between the owner and the automobile, they play up fun, the adventure you can have in a Subaru (Green, Ohnsman 2010). Current customers are hooked and part of the Subaru family and are very loyal to the brand, therefore, price is not considered a factor when purchasing a car that they love. As Joshua indicated Subaru customers are not purchasing things but experiences. “Loyalty can help you do that, and Subaru has leveraged its existing customers, who identify more with their cars than perhaps is healthy (Saporito, 2009).” Subaru customers are more likely to recommend the brand than any...
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...1.1 Introduction Post purchase evaluation Purchase Perception of need There is a process which a buyer follows consciously or sub- consciously when buying a product or service and this is called a decision- making process. Information search Evaluation of alternatives Perception of need: the process starts with a need of recognition of the product and with an awareness of problems (such as hunger etc.) The buyer will first recognise or notice the problem or need such as being hungry and then reacts to the influence of food such as a freshly baked pizza etc. If the need is strong then the buyer will float to the buying stage and if not then they will go onto the information stage. Information search: consumers or buyers will gain information from: * Personal sources - family, friends etc * Commercial sources – sales staff, packaging of product etc * Public sources – newspapers, radio etc * Experimental sources using the product, examining the product etc Evaluation of alternatives: * From the information gathered the consumer/buyer needs to determine how involved they are in purpose to the individual customer and its personal importance. * High involvement = high expenditure ( e.g. is buying a house or getting a mortgage) * Low involvement = low personal risk ( e.g. buying a sweet or chocolate) Purchase This is when the customer actually makes the decision to buy the product or service. Sometimes the decision can be influenced by...
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...Consumer Behaviour Report Crocs : A brand in need of repositioning in India. Sushree Panda FT13180 • Section A • Great Lakes Institute of Management, Chennai 1 TABLE OF CONTENTS Introduction................................................................................................................03 Crocs in India : To reposition or not? ............................................................................04 The best way to reposition ...........................................................................................06 Conclusion.................................................................................................................07 References..................................................................................................................08 Sushree Panda • Consumer Behaviour Report • Great Lakes Institute of Management 2 INTRODUCTION You know your brand needs a repositioning when a fashion consultant like Tim Gunn makes a statement "...the Croc - it looks like a plastic hoof. How can you take that seriously?" Well, being taken seriously is definitely not what CROCS INC. is looking for as the brand itself stands for innovation, fun and comfort for the people who want shoes that conform to their personalities and lifestyles, as well as to their feet. Crocs introduced an innovative shoe made of a revolutionary material called Croslite. The technology was unique as it allowed the shoe to perform both on land...
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...his success. Yankovic is known for songs such as I Love Rocky Road based off of Joan Jett’s I love Rock ‘n’ Roll and he has also created the song, White & Nerdy, which was not intended to be based off of Chamillionare’s Ridin (Suddath). Throughout changing customer trends, Yankovic has been able to adapt to the changes and stay competitive in the music industry. In the 1980s, many artists used MTV, the T.V. show, as a medium to promote their music. During the 2000s, Yankovic had to adjust due to a decline in customer watching MTV. By 2006, Yankovic switched over to YouTube as his new advertising medium (Suddath). With the use of YouTube, he created 169 music videos and has 748,032 subscribers (AlyankovicVEVO). The demand for traditional albums has dropped 8.4% in sales; as a result, Mandatory Fun is Yankovic’s last album, which was released in the summer of 2014 (Christman). The music industry is facing a major threat of music theft known as piracy. Illegally acquired music resulted in a drop of revenues from $14.6 billion to $7.7 billion ("For Students Doing Reports"). Due to the music environment constantly changing as well as emerging, Yankovic needs to consider timely business models that present opportunities for him to stay competitive in the music industry while also managing his brand. Problem Statement How should Weird Al Yankovic adapt to the rapid changes of the music environment and continue to enhance his brand? Alternative Solution One One alternative solution...
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...Summary The object of this report was to find out why Michael Kors as a brand has lost its exclusivity and no longer has the competitive edge over that of its competitors. The market research undertaken draws attention to a number of key findings. FINDINGS FROM RESEARCH ****** Introduction Michael Kors has taken the Irish market by storm. However within the recent year sales have dropped from previous years. In this report, we as a team will establish the cause for the fall and why it no longer has the same appeal it had to its previous customers. This report will examine the various competitors Michael Kors has to face with similar price ranges and products. We will do this through secondary and primary research; utilizing such tools as the internet and various articles and books. We will gather feedback from consumers through means of quantitative and qualitative research; such as surveys, focus groups and interviews. Marketing techniques such as word association will be imperative to our research. Once collected, we will analyze our information and identify the key factors which have led to the loss in exclusivity of Michael Kors as a brand. Our team consists of four members: Muireann Barry, Laura Dunphy, Diarmuid Cleary and Eimhin Courtney. Together we as a team chose this brand and worked together to produce this report. Proposal Students: Research Question: How can Michael Kors regain its exclusivity as a Fashion Brand? Company Profile: Michael Kors...
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...marketing campaign accused of targeting minors”, america.aljazeera.com, March 11, 2014 According to a recent report, Marlboro's new ad campaign seemingly targets youth and has appeared in Argentina, China, Indonesia, Israel, Japan, the Philippines, Qatar, Russia, Saudi Arabia, Ukraine, United Kingdom and many other countries. A group of tobacco activists released a report recognizing how the “Be Marlboro” campaign is designed to appeal to minors. The report estimates that the company spent, at minimum, 62 million dollars on the campaign in 2012 (most recent figures). Be Marlboro targets legal-aged smokers, however campaign advertisements around the world emphasizes on youth-oriented images and themes that appeal to teenagers while featuring young attractive adolescent models partying, falling in love, traveling, and being adventurous and cool. Advertisements appeared in Germany in 2011 but were banned in October 2013 after regional authorities confirmed that that the campaign violated Germany’s tobacco control laws pertaining to marketing to youth. Marlboro claims that the marketing and advertising is aimed toward adult smokers and is in compliance with local regulations and internal marketing policies. Places where marketing and advertising are permitted, campaigns are authorized to inform current consumers of their brands and encourage smokers of competing brands to switch over to their products. Emerging markets is where the achievements and transactions of cigarettes...
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...Strategic communication challenge From title sponsorship to brand ownership BACKGROUND • Delhi: a critical metro market for Airtel --- highest number of mobile subscribers in a single city (5% of national mobile subscribers come from Delhi) • Aggressive tariff wars sparked by all competition brands • Vodafone intensifying on-ground focus on this market --- Vodafone Delhi Half Marathon since three years CHALLENGE • Change the category argument in the city from “who can give the lowest tariffs” to “which is the brand I love and engage with” • “Big Bang” transition of ownership of property from competition who owned it for three years Objectives Goal Measure 1 Participation Actual count 2 Strengthen Brand KPIs in Delhi, as measured by Millward Brown: Top of Mind Awareness (TOMA) by 1 point Intention to Purchase (ITP) by 1 point TOMA, ITP in Delhi as measured by Millward Brown 3 Share of acquisitions (SONA) by 1 point COAI report The Big idea The truest manifestation of the barrier-free world that Airtel believes in is a marathon where collectively an entire city converges on the streets to just run – dropping all inhibitions and barriers that would stop them from enjoying life’s simple joys By watching children run --- without restrictions and inhibitions that load our adult lives. They run with smiles on their faces or while screaming out loud in sheer joy --- carefree of where they are or who is watching them. Consumer insight We have created...
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...8 November 2013 To: Mr. Lee From: Yuhui Mo Subject: Current Advertising Campaign Analysis of Nike, Inc. The purpose of the report is to analyze the current advertising campaign of Nike, Inc. Furthermore, this report helps answer what type of advertisement the Nike uses, who Nike's target audience is, and how effective Nike's advertising campaign is. This report recognizes that advertising strategy, which emphasizes communication, lifestyle, and star effect plays a very large part in Nike’s overall success of advertising campaign. The research in this report will provide useful information in obtaining a depth understanding of the advertising campaign of Nike, Inc. While the report researches a variety of advertising campaign and effectively targeted populations in the market, it cannot analyze each aspect in the advertising campaign. Therefore the report will focus on advertising strategy. Due to lack of data of recent years, the report will pay attention to the financial performance from 2005 to 2009. Using the information in the report may help understanding of current market strategies, which will in turn help the development of future market strategies. Current Advertising Campaign Analysis of Nike, Inc. Prepared for Mr. Lee WRD 203-013 Instructor 1318 Patterson Office Tower Lexington, KY 40506 Prepared by Yuhui Mo 261 Simpson Ave Lexington, KY 40504 8 November 2013 TABLE OF CONTENTS INTRODUCTION 1 ADVERTISING STRATEGY 1 Focus...
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...Souls of Vans Marketing with Skateboard Marketing Strategy Report Module Code: MKT 306 December 2015 Contents 1.0 Executive Summary 1 2.0 Introduction 2 3.0 Environment Analysis 3 3.1 PESTLE Analysis 3 3.2 SWOT Analysis 6 4.0 Analysis of the Organisations Competitive Advantage 8 5.0 Evaluation of Current Marketing Strategy 9 6.0 Segmentation Targeting & Positioning Analysis 9 7.0 Recommended Objectives and Goals 10 8.0 Recommend Marketing Strategies 11 9.0 Conclusion 12 Bibliography 13 Tables Figure 1 Vans Logo 3 Figure 2 Vans Category Model 4 Figure 3 Vans Shoes 7 Figure 4 Vans MTE 10 1.0 Executive Summary Vans is an original extreme sports tide brand, that was born in 1966 in the United States South California. At that time, the founder of the brand Vans—Paul Van Doren, with his three brothers: Jim Van Doren, Serge D'Elia and Gordy Lee due to unwilling their product was resold to retailers to reap huge profits, then they are in the California Abaheim to opened the first store to sell their shoes. In extreme sports started, including skateboarding, surfing, BMX and skiing etc., and as the skateboarding is the root, from the lifestyle, art, music and street fashion culture injected into the Vans aesthetics. This formation of a unique personality of youth culture symbol, and become a young extreme sports enthusiasts and the trend of people recognized worldwide brand. Vans is a company with the popular of skateboarding, and...
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...from rural areas to urban areas, department store retailers can reach more customers if they open their stores in urban areas. * Age Structure Canada is facing population aging. In 2014, the median age of male Canadians was 40.4 years old and the median age of female Canadians was 42.9 years old. Moreover, it is reported by the latest population projections, the proportion of Canadian aged 65 years old and older will increase to 20.1% of Canada’s population in July, 2024. According to Sotheby’s International Realty, the average household income of baby boomers is from $300,000 to $500,000. After a lifetime hard work, they want to enjoy upper class lifestyles. Thus, baby boomers have the ability and motivation to purchase high-end brands. * Geographic Distribution In 2013, 86.2% of Canadians lived in Ontario, Quebec, British Columbia, and Alberta. In 2015, there were 13,792,100 Canadians who lived in Ontario. Quebec had the second largest population size in 2015 at 8,263,600. British Columbia had the population size at 4,683,100 in 2015 and Albert had the population size at 4,196,500 in 2015. People live in Ontario, Quebec, British Columbia, Alberta play a large part of the Canada’s entire population, so people in these three can contribute to a large portion of department stores’ revenue. * Income Distribution According to David Hodges and Mark Brown, family with two or more members, with an income range of $61,929 to $88,074 per year and unattached individuals...
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...more about the brands and prompting them to engage in online research and peer input to solidify their thoughts and opinions. A unique blend of media vehicles – both traditional and alternative – must be utilized to reach the targeted audience through the clutter to optimize engagement. This brief will discuss the appropriate appeals, message themes and media vehicles necessary to reach Gen Y and propel the Chevrolet brand above its competitors. Appeal Engaging Gen Y’s attention will require a combination of appeals to resonate brand messaging as they have collectively begun to tune out traditional advertising (Carter, 2010). Successful brands have strategically used humor, emotion and music to appeal to Gen Y’s individuality thus allowing the brand to grow (Carter, 2010). Chevrolet’s goal is to establish a following with members of Gen Y and build upon this following via peer referrals (word of mouth). Humor will engage and capture their attention allowing for better recall of the message and brand (Clow, 2012). The ads will contain quirky, ironic humor and have a sense of truth to make them believable. Humor will relay the Chevrolet brand as fun and entertaining and Gen Y’ers will respond to a brand that does not take itself too seriously. While humor will be the main appeal, an emotional response will also be created so that Gen Y can personalize and envision being inside the message (and therefore in a Chevrolet). Emotional appeal will foster brand building; creating...
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...Introduction This report will provide a portrait of the Minority Population in the United States in order to add to our understanding of our Nations changes in ethnic diversity, particularly in the realm of business and marketing. AFRICAN AMERICANS According to the 2010 Census reported that there were 42,020,743 African Americans living in the United States (census.gov). Numbers from the Census Bureau show that African Americans make up 13.6% (up from 15.4% from 2000) of the total U. S. population (census.gov). The African American population grew by 5,601,309 from 2000 to 2010, a 15.4% increase (census.gov) According to Blackdemographics.com the average household size for the African American population in 2010 was 3.28 persons (esri.com). The average age for the population was 31 years old. 18% of the population possess a bachelor’s degree. The median income level is lower than the national average at just $33,460 (blackdemographics.com). The highest population of African American is the South with 23,105,082 or 20.2% of the African American Population. High concentrations are found in Texas, Florida, Georgia and California (census.gov) It Is reported that 60% of the African American Population lives in 10 states (Texas, Florida, Georgia, New York, North Carolina, Illinois, Maryland, Virginia, Ohio and California). The African American population has larger concentrations near metro areas in the South, Midwest and West (census.gov). According to Marketwired...
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...THE LUXURY CONSUMER IN THE NEW DIGITAL WORLD: THEN & NOW 201 Four Seasons Luxury T 2 rend Report Luxury Trend Report | 1 The global luxury landscape and the luxury customer have evolved dramatically over the last tumultuous and transformative three years. The advent of unprecedented new technological innovations, coupled with the increased skepticism left over from the global financial crisis, mean that today’s consumers are demanding honest, accurate, timely and engaging information. They are looking for intrinsic value and a deeper relationship with the brands with whom they choose to support and interact. According to The Affluence Collaborative1, a research powerhouse that dives deep into the habits of high-income consumers, the affluent2 seek out companies and brands that can simplify and improve their lives. In the travel sector, this translates into increased expectations around personalization cutting across all touch points – including digital media platforms – as luxury travellers research, purchase, engage in and reflect upon their travel experiences. The Luxury Traveller Technology Survey3, commissioned by Four Seasons, coupled with leading luxury market research and brand insight, sets out to uncover how consumers want technology to blend seamlessly into their experience, and how those preferences have changed in recent years. strong performance in China and Latin America, are driving growth in the sector. All combined, the global luxury market is expected...
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...Toronto, Canada. Since they were both involved in fashion photography, they soon saw the opportunity of high quality cosmetics for professional photography. The philosophy of the company was to provide high quality and innovative products of “All ages, All races, All sexes”. In its early years, M.A.C geared towards professional make-up artists. They started by giving away their products to make-up artists who works with models and actresses. The endorsement of their products by make-up artists and public figures was a huge boost for M.A.C brand image which contributed to their early success. In 1994, William Lauder, of Estee Lauder Companies, saw the potential in M.A.C as a leader in a new category of cosmetic brands. On the same year, Estee Lauder acquired 51% of the company share with the remaining 49% sold to them in 1998. M.A.C experienced rapid growth under the supervision of Estee Lauder. Today, M.A.C is one of the leading make-up artist brands within Estee Lauder’s make up category, contributing to 38.1% *(>2.9 billion) of its total revenue in FY2010. ii) Product Scope M.A.C offers a variety of professional artist qualified cosmetics, from face to eye, lip and nail makeup. Over the years, their product packaging remains consistent with a black outer case and their logo embedded in the middle with the exception of limited edition products. They also provide make-up related products such as brushes and makeup kit. Recently, M.A...
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