...souped up car with a 200-gallon moonshine tank in the back if his car. He drove his coupe at neck breaking speeds through the twisty mountain roads to deliver the moonshine to buyers. It was usually delivered at night and with the police or revenuers waiting for him. Evading the roadblocks and outrunning the chase was all part of a day’s work to a moonshine runner. They say that most of all the racecar divers were involved in bootlegging. That’s how most of them were able to afford the fastest and the most expensive machines. They ran moonshine down the twisty back roads and through the mountains to the people during the prohibition. Wilkes County products were delivered throughout...
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...NASCAR (A BRANDING SUCCESS) PREPARED BY: NAJIHAH BINTI AHMAD ABDILLAH 1110967 Report Submitted to Mrs. Azlinda bt Lahadzir SEMESTER V SESSION 2013 CONTENT Introduction …………………………………………….. 3 History ………………………………………………….. 4 Key Issue ………………………………………………. 5 NASCAR’S challenges ………………………………... 5 NASCAR’S Branding Strategy………………………… 6 Questions and Answers ………………………………... 7 - 9 Conclusion and Recommendation …………………… 10 INTRODUCTION The National Association for Stock Car Auto Racing (NASCAR) is a family-owned and -operated business venture that sanctions and governs multiple auto racing sports events. It was founded by Bill France, Sr. in 1947–48. As of 2009, the CEO for the company is Brian France, grandson of Bill France, Sr. NASCAR is the largest sanctioning body of stock car racing in the United States. The three largest racing series sanctioned by NASCAR are the Sprint Cup Series, the Nationwide Series, and the Camping World Truck Series. It also oversees NASCAR Local Racing, the Whelen Modified Tour, the Whelen All-American Series, and the NASCAR iRacing.com Series. NASCAR sanctions over 1500 races at over 100 tracks in 39 US states and Canada. NASCAR has presented exhibition races at the Suzuka and Motegi circuits in Japan, Mexico, and Calder Park Raceway in Australia. NASCAR's headquarters are located in Daytona Beach, Florida, although it also maintains offices in four North Carolina cities; Charlotte, Mooresville,Concord, and Conover. Regional offices are...
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...SDM-Institute For Management Development, Mysore Marketing Management-1 Project on YAMAHA INDIA MOTORS Submitted to: Dr. H. Gayathri Submitted By: Group 12 Aditi Singh – 10004 Krishna Chandra – 10020 Rajiv N. – 10032 Srikiran C. Rai – 10048 1. INTRODUCTION BRIEF HISTORY OF THE INDIAN TWO-WHEELER INDUSTRY: In the 50s the two wheeler segment was largely dominated by Automobile Products of India (API) and Enfield. Later on towards the end of the 50s Bajaj Autos began importing Vespa scooters from the Italian company Piaggio. In the following decades, the automobile industry in India was mainly dominated by scooters with API and later Bajaj dominating the market. There were very few products and choices available as far as motorcycle is concerned and Enfield bullet and Rajdoot dominated the market. The 80s saw the entry of Japanese companies in the Indian market with the opening up of the market to foreign companies. Hero Honda and TVS Suzuki are companies formed in this era of market reform. The market was still predominantly scooter dominated and Bajaj and LML were the leading brands producing two-wheelers at that time. Scooter was viewed as a more family and utility friendly vehicle than motorcycle and hence was preferred. The Japanese companies not only collaborated with Indian companies to produce the already existing products but also brought in new technology as a result of which the ever conquering 100cc...
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...Disadvantages 10 6.2. Expand to the leisure market 10 6.2.1. Advantages 10 6.2.2. Disadvantages 10 7. Recommendation 11 7.1. Focusing on their core business 11 7.2. Reasoning and Rationale 11 8. Plan of Actions 12 8.1. Invest in technology 12 8.2. Focus on their design 12 8.3. Make the sport a culture 12 8.4. Invest in the brand 12 8.5. Branding towards children 13 Summary Ducati is an Italian racing-motorcycle manufacturer whose products are characterized by unique engine features, innovative design, advanced engineering and overall technical excellence. In its 80 years of history, the company has won eleven of the last thirteen World Superbike Championship titles and many more individual victories. Ducati produces motorcycles in four market segments which vary in their technical and design features and intended customers: Superbike, Supersport; Monster and Sport Touring. The motorcycles are sold in more than 40 countries worldwide, with a primary focus in the Western European and North American markets. Despite its success in racing and products, the company went almost bankrupt in 1996 when it was taken over by Texas Pacific Group. The company experienced a very successful turnaround between 1996 and 2001 with the help of the new CEO Federico Minoli. Under his leadership, the company strengthened the brand (including the establishment of the Ducati Museum), boosted research and development, introduced new models and outsourced heavily. Nevertheless...
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...Red Bull's Innovative Marketing: Transforming a Humdrum Product into a Happening Brand Abstract: The Red Bull energy drink was launched in Austria in 1987, by Dietrich Mateschitz. He claimed to have experienced the invigorating properties of a popular Thai energy drink, Krating Daeng, on a trip to Thailand. Realizing that a similar product could have good potential in Western markets, Mateschitz obtained the license to manufacture a carbonated version of Krating Daeng from its Thai owners. Obtaining permission to sell Red Bull in Europe was not easy, as it contained several ingredients whose effects on the human body were untested However, permissions were eventually obtained, and Red Bull became exceptionally successful in all the markets in which it was launched. It was generally acknowledged that Red Bull's success was the product of the company's innovative marketing efforts. This case study discusses the marketing strategy adopted by Red Bull GmbH, including the company's effective employment of buzz marketing in new markets, and its sponsorship of sporting activities, especially extreme alternative sports, to enhance its image. The case also talks about Red Bull's target markets, and its pricing and differentiation strategies. It includes a section on the various controversies surrounding Red Bull, and the effects of these on its brand image. The competitive situation in the energy drinks market and Red Bull's position vis-à-vis competitors, is also discussed. The case...
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...A Brief History of Indian Motorcycle America's love for the motorcycle began in 1900 with bicycle racer George M. Hendee and engineering wizard Carl Oscar Hedstrom. In 1901, the partners unveiled their first creation, the 1901 Single. The trade name chosen for their innovative machine would signify "a wholly American product in pioneering tradition". The name was Indian. 1910-1919 By 1911, Indian riders hold every American speed and distance record. In 1914, over 3,000 employees work on a 7-mile long assembly line in Indian's 1-million square foot Springfield, Massachusetts plant. Racing activities are suspended in 1916 as the company supplies the war effort with 41,000 machines. 1920-1929 In 1923 the company is renamed Indian Motocycle Company, dropping the "r" in "motorcycle". It's a decade of growth for the Indian model line, starting with the revolutionary 1920 Scout and followed by the 95-mph Chief, the even more powerful Big Chief, the lightweight Prince, the awesome 4-cylinder Four. The 1928 101 Scout becomes the machine of choice for "wall of death" stunt riders. 1930-1939 The Art Deco era hits the Indians adorned in a full range of Duco colors, two-tone designs, pinstriping, and decals. Two new lightweight models debut in 1932, the Motoplane and the Pony Scout. "Iron Man" Ed Kretz, aboard a Sport Scout, laps the entire field in his win at the 1937 inaugural Daytona 200. With the onset of World War II in 1939, the focus again shifts to providing the...
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...The drumming sound could only mean one thing, Dragon Boating! Brightly coloured boats, twenty paddlers, a drummer and a steersperson working in unison, plying our local waters with pomp and circumstance. With single-minded determination, the team paddled in perfect harmony propelling their magnificent craft at high speed. Does it get any better than that? Tracing back more than 2000 years, Dragon Boat Racing has its roots in China. The first participants competed to avert misfortune, encourage the rains and worship the dragon. Over time, a second story evolved in which villagers raced out into the water in an attempt to save their beloved poet Qu Yuan. Today, inspired by ancient traditions, young and old take to the waters of False Creek to get a taste of the Dragon Boat experience, an experience that is equal parts culture and...
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...followed Americas distance running. In distance running Prefontaine, better known as Pre, is truly a legend. The people that knew Pre could see the passion and desire in everything he did. Not many people have heard of Steve Prefontaine because of his short life-span. He was only 24 years old when he passed. The purpose of this paper is to inform you on who Steve Prefontaine really was, and what he achieved as a high schooler and in his college years. Methodology When I was first given this assignment, my mind started racing on who I thought was a leader and a catalyst for change. Everyone started calling out who they wanted to do and slowly but surely every famous person I knew was taken. I was really stumped and started researching “leaders” on google but everyone who came up didn’t seem interesting enough. My AVID teacher Mrs. Swain asked me what I enjoyed doing and I replied with running and she brought up Steve Prefontaine. She brought me up to speed about him and it got me interested how he for the longest time he held the record in every distance track race. As I began researching about him, most of the cites said the same thing: He held the record in every distance track meet and died at age 24. So for a while I couldn’t find out more information on him. In the article “The Legacy of Pre still lives on” gave me Pre’s whole back story. Where he grew up, how he was on the less fortunate side, he went to college full ride and how he at first wasn’t interested in the...
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...sports and its varied disciplines, which are adventurous for sportsmen. Ballooning is a sport which has a lot of scope for adventure; of course it is only for those who can afford it, being a costly proposition. The element of risk is always there with the change of weather and balloons filled with helium prone to lightning and leaks. One can imagine the thrill of rising high into the sky without the drone of an engine and with the advantage of being able to control the direction. The risk factor also is great like the attempts at crossing the Atlantic where these contraption have fallen into oceans after facing turbulent weather or landed on top of mountains with the occupant not equipped to get down to inhabited areas. Speed Boating, Car Racing, Buggy Jumping aster all very adventurous sports, enjoyed by thousands of enthusiasts, the world over. There are some people whose live is filled up with Adventure Trips. These includes visiting rare places, trekking, etc. The adventure of trying to climb the highest and steepest of mountains never climbed before. We have been informed of attempts to jump from the top of the Niagara Falls and jumpers have even lost their lives in such attempts. The oceans and seas have always been mysterious at depths never...
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...Chevrolet: 100 Years of Product Innovation* Synopsis: This case examines Chevrolet's history of product innovation, branding strategy, and successful product mix in connection with its relationship to parent General Motors and its rivalry with Ford. Chevrolet has a long history of success in developing and marketing cars, trucks, and SUVs that are practical, sporty, and affordable. The brand's relationship with General Motors is both a strength and a weakness, especially in the aftermath of the federal government's financial bailout of General Motors in 2008. Government demands for improved fuel economy and ever changing customer needs and preferences will be constant challenges as Chevrolet looks toward its next 100 years. Themes: Product innovation, product mix, branding, product strategy, competition, corporate reputation, evolving technology, customer loyalty, government regulation, international marketing General Motor's (GM) Chevrolet brand celebrated its 100th anniversary in 2011. Throughout its history, Chevrolet has launched many different vehicle models, some of them widely successful and others deleted from the product mix shortly after introduction. Over the years, the company has transitioned from an American icon into a worldwide brand known for quality and durability. Despite numerous successes and failures in its history, including the recent bankruptcy and bailout of parent company GM, Chevrolet is still going strong after a century of product innovation...
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...Scuderia Ferrari, translated literally as ‘Ferrari Stable’; it was originally set up as a sponsor for amateur drivers and manufacturer of racing cars. In its early days Ferrari used to prepare and race drivers in Alfa Romeo cars up until 1938, Enzo Ferrari was then hired by Alfa Romeo to head their motor racing department. The early 1940’s saw the arrival of The War in Italy and as a result Alfa Romeo was taken over by the fascist government of Mussolini in order to aid the war effort. Due to contract restrictions Enzo was restricted from racing cars for four years and for a short while Scuderia Ferrari became Auto Avio Costruzioni Ferrari; it was during this time the first Ferrari was produced, the Tipo 815. In 1943 the Ferrari factory moved to Maranello where it remains until this day, the factory was, however, bombed in 1944 and rebuilt a few years later, this time to include a division for the production of road cars although due to funding only the racing department was functional. Ferrari officially moved into the production of street legal vehicles in 1947 as Ferrari sPa, a joint stock company, it was during the same year that the first Ferrari road car was produced, the 125 S. Enzo reluctantly built and sold these cars purely to fund his love for racing and poured most of the company’s money into Scuderia Ferrari, the racing leg of his operation. The iconic symbol of Ferrari, the Cavallino Rampante (prancing horse), was adopted by Enzo Ferrari after he won...
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...Japan is America’s fourth largest buyer of products. One thing that is very noticeable of the Japanese people is their love for technology, culture, and nice things. In terms of a new business, Japan would be the ideal place I would look into if a small business were extending across the waters. In terms of what will be sold, I would look into selling vehicle parts to mechanics and car fanatics such as turbos, struts, rims, car designs, decals, engines, etc. Japanese are some of the biggest names in drifting and racing when it comes to custom made cars and I think this would definitely thrive in this country. With the many different organizations that purchase and place accounts with companies in Japan for this reason, the company would excel and maybe become a national brand servicing racing tracks and companies everywhere. For some of the biggest markets that sell in the Japan area, I know that this kind of business would hit upon at least four things from the Country Commercial Guide which include, Telecommunications Equipment, Engineering Services, Electronic Components, and Cloud Computing. Hitting on all of these markets would make the company an instant hit in exporting car parts on an industrial scale. Transporting the merchandise would have to be of an elite quality in terms of packaging and handling because when you are selling a product, it needs to look just as good as when you look it up and decide to purchase it. But it does need to comply with American and Japanese...
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...Let’s MOTOR. ® Find a MINI Dealer at MINIUSA.COM * BOOT TO BONNET NO COST MAINTENANCE. MINI also wants to ensure the proper performance of your vehicle, so we offer No Cost Maintenance standard for the first 3 years or 36,000 miles. WARRANTY.* At MINI, our commitment to quality and customer satisfaction is clearly demonstrated by a 4-year/50,000-mile New Passenger Car Limited Warranty and a 12-year/unlimited-mileage limited warranty against rust and corrosion perforation. * ROADSIDE ASSISTANCE PROGRAM. The MINI Owner experience continues out on the road. You are only a toll-free phone call away. The MINI Roadside Assistance Program is available 24 hours a day, anywhere in the U.S., Canada or Puerto Rico. The program offers towing, lock-out service, on-site assistance and even custom computerized trip-routing services. And for a nominal fee, the MINI Service Card extends this service after the New Passenger Car Limited Warranty for as long as you wish. * BE part of the family. For a list of terms and conditions for all the good stuff above, visit MINIUSA.COM/SERVICE **MINI received the highest numerical score among mass market brands in the proprietary J.D. Power and Associates 2010–2011 Sales Satisfaction Index (SSI) StudiesSM. 2011 study based on responses from 24,045 buyers, measuring 19 mass market brands and measures satisfaction of new-vehicle buyers who purchased or leased their vehicles in May 2011. Proprietary study results are based on experiences and...
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...For the exclusive use of Z. Xu, 2016. 9-701-132 REV. MARCH 8, 2002 GIOVANNI GAVETTI Ducati By the end of 2000, Federico Minoli had won his battle. Over the past five years, the “turnaround i artist” -- as Forbes magazine dubbed him –- had transformed a company on the verge of bankruptcy into one of the most profitable motorcycle manufacturers in the world; a mechanical concern into a global brand; a fast motorcycle into a symbol of Italian design and tradition, extreme performance, and technical excellence. Under Minoli, Ducati had enjoyed explosive growth and profitability. Revenues had quadrupled since 1996; EBITDA had grown from 33.4 million Euros in 1997 to around 60.0 million Euros in 2000; the market share had gone from 5.1% in the sport bikes segment in 1997 to 6.7% in 2000 (see Exhibit 1). Despite this success, Minoli was concerned with the future of the company. He knew that Ducati could not grow indefinitely, and was struggling with what strategy might overtake these bounds. Minoli and the rest of Ducati’s top management team were considering different alternatives. One alternative was to attack Harley Davidson’s niche with a Ducati interpretation of a cruiser. Was this broadening of Ducati’s traditional niche the right move to sustain the profitable growth of the company? The Market for Motorcycles in 2001 The roots of the motorcycle industry date back to 1868, when Louis Perraux installed a steam engine on a rudimentary bicycle. In 1894...
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...9-701-132 REV. MARCH 8, 2002 GIOVANNI GAVETTI Ducati By the end of 2000, Federico Minoli had won his battle. Over the past five years, the “turnaround i artist” -- as Forbes magazine dubbed him –- had transformed a company on the verge of bankruptcy into one of the most profitable motorcycle manufacturers in the world; a mechanical concern into a global brand; a fast motorcycle into a symbol of Italian design and tradition, extreme performance, and technical excellence. Under Minoli, Ducati had enjoyed explosive growth and profitability. Revenues had quadrupled since 1996; EBITDA had grown from 33.4 million Euros in 1997 to around 60.0 million Euros in 2000; the market share had gone from 5.1% in the sport bikes segment in 1997 to 6.7% in 2000 (see Exhibit 1). Despite this success, Minoli was concerned with the future of the company. He knew that Ducati could not grow indefinitely, and was struggling with what strategy might overtake these bounds. Minoli and the rest of Ducati’s top management team were considering different alternatives. One alternative was to attack Harley Davidson’s niche with a Ducati interpretation of a cruiser. Was this broadening of Ducati’s traditional niche the right move to sustain the profitable growth of the company? The Market for Motorcycles in 2001 The roots of the motorcycle industry date back to 1868, when Louis Perraux installed a steam engine on a rudimentary bicycle. In 1894, the Hildebrand brothers and Alois Wolfmüller produced...
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