...to meet their organizational goals. The first problem can be summarized as a need for brand orientation. By definition, brand orientation puts the image and value of the brand at the core of all activity in order to affect more positive and effective outcomes. Currently, the HCCH name, logo, promotional materials and absence of vision statement are negatively effecting its brand orientation. From an external facing perspective, there is a lot of confusion around the organization’s name. The business operates under two names: “Health Care Center for the Homeless” and the “Orange Blossom Family Health Center”. It has been recognized that two key stakeholders, clients and donors, do not understand the difference between these two brands (or even that they are related under one organization) while the word “homeless” carries a stigma. This confusion has the potential to harm donations thereby affecting the facilities ability to provide quality service. As well, there is confusion between the “Health Care Center for the Homeless” and the “Coalition for the Homeless of Central Florida” (a separate independent human services agency in downtown Orlando). Additionally, HCCH must create a strong vision statement to ground its brand orientation. Developing a rebranding plan and strategy to execute this brand orientation becomes the second problem in and of itself. Which is why the second problem is the need...
Words: 3748 - Pages: 15
...Accounting Semester 3 Module: Social Media Communications and Research CA 3 Rebranding and Corporate Identity Fails – learning from other`s mistakes Lecturer: Aisling Duhy Submission Date: 03/12/2012 Students: Shane O`Connor X00094606 Paige Crabtree X00088459 Table of Contents: Executive Summary Terms of reference Kodak company history Employee viewpoint Section 1 Rebranding Examples of rebranding fails London Olympics Tropicana Example of rebranding success Influence of alternatives Section 2 Research Exploratory research Focus groups In-depth interview Projective techniques Descriptive research Surveys Observations Panels Primary research recommendations Why use market research Why Kodak need to conduct primary research Results and conclusions references The survey Executive Summary The objective of this report is to pick a company and examine whether or not rebranding would be appropriate for a rebranding. My chosen company is Kodak Eastman. In This report I will cover the following things: Terms of Reference This report was commissioned by my Social Media Communications and Research lecturer Aishling as part of an assessment for that module within the Bachelor of Business (Honours) in Accounting at the Institute of Technology Tallaght. It accounts for 40% of the final marks and provides an insight into whether or not rebranding would be appropriate for my chosen company. My chosen company is Kodak. Introduction: ...
Words: 5590 - Pages: 23
...UNDERSTANDING CORPORATE REBRANDING: AN EVOLUTION THEORY PERSPECTIVE Alexander C. Tevi, M.Sc. Faculty (Marketing Communications) School of Media and Communication Pan-African University 3, Ahmed Onibudo St. Victoria Island Lagos Nigeria 00234 802 300 2328 alextevi@yahoo.com Olutayo Otubanjo, PhD Senior Lecturer (Marketing) Lagos Business School Pan-African University Km 22 Lekki Epe Expressway Ajah, Lagos, Nigeria. 00234 808 608 6816 totubanjo@lbs.edu.ng Electronic copy available at: http://ssrn.com/abstract=2197664 Abstract Purpose: This paper seeks to create an epistemologically grounded understanding of the causes and process of corporate rebranding via the lens of the theory of evolution by natural selection. Approach: A review of the factors that trigger corporate rebranding, as reported in academic literature, is made. Following the review, a case is made for the absence of an epistemologically grounded understanding of why firms rebrand. Consequently, the theory of evolution by natural selection is brought forward as a platform for the development of a new model that explicates the causes and process of corporate rebranding. Findings: A new model anchored on the theory of evolution by natural selection, and a new definition of corporate rebranding is advanced. Essentially, the model offers epistemologically grounded reasons for ascendancy of corporate rebranding in the environment. Limitations: This is a conceptual paper – meaning that the model suggested in this...
Words: 4024 - Pages: 17
...Pearson, the UK’s largest awarding body. We provide a wide range of qualifications including academic, vocational, occupational and specific programmes for employers. For further information visit our qualifications websites at www.edexcel.com or www.btec.co.uk. Alternatively, you can get in touch with us using the details on our contact us page at www.edexcel.com/contactus. Giving you insight to inform next steps ResultsPlus is Pearson’s free online service giving instant and detailed analysis of your students’ exam results. • See students’ scores for every exam question. • Understand how your students’ performance compares with class and national averages. • Identify potential topics, skills and types of question where students may need to develop their learning further. For more information on ResultsPlus, or to log in, visit www.edexcel.com/resultsplus. Your exams officer will be able to set up your ResultsPlus account in minutes via Edexcel Online. Pearson: helping people progress, everywhere Pearson aspires to be the world’s leading learning company. Our aim is to help everyone progress in their lives through education. We believe in every kind of learning, for all kinds of people, wherever they are in the world. We’ve been involved in education for over 150 years, and by working across 70 countries, in 100 languages, we have built an international reputation for our commitment to high standards and raising achievement through innovation in education...
Words: 3302 - Pages: 14
...are at odds not only on ideas for creating the brand, but also on how to change the entire culture of the organization. Is there such a thing as too much growth? Part II In this case study, the players are: Jamie Richards. She is the VP of Human Resources which was a position created in response to the unprecedented growth that SHP has experienced in the last 3 years. Jamie’s position is only 10 months old. She had left another similar organization which had suffered from poor employee morale. She wanted to work for SHP because they were different. Jamie was attracted to SHP due to their grassroots foundation which allowed them to change the way managed care was delivered to their senior clients. She now finds herself in a situation where employees...
Words: 2803 - Pages: 12
...Tim Horton’s [Type the document subtitle] [Pick the date] PNC Bank pt24581 Target Market Adults Tim Horton’s primary target market is men and women aged twenty five to forty. According to scottrade.com, this group accounts for almost half of its total business (forty nine percent). Tim Horton’s attract this group through contemporary design and consistency in its advertising and décor, and the drive to keep their products current to avoid the “lost in time” negativity that can arise in small businesses. According to a personal interview with my relative John R. Moses, who is a senior manager at one of the shops in Canada, claims “our consumers tend to be urbanites with relatively high income, professional careers and a focus on modern social lifestyles. This target audience grows at a rate of three percent annually. Young Adults This category consists of individuals aged eighteen to twenty four, total forty percent of Tim Horton’s sales. (Scottrade.com) Tim Horton’s positions itself as a place for college students can relax, study, work in groups, and network. The company appeals to this consumer directly through free internet services, such as Wi-Fi, focusing on social networking and actively cultivating an “energizing” image. According to John R. Moses this group grows four point six percent each year. Kids and Teens Through Tim Horton’s friendly environment, they appeal to kids that come with their parents. They do not cater directly towards kids;...
Words: 2980 - Pages: 12
...selling ice cream in over 30 countries including Canada, The United Kingdom, Egypt, Australia, South Korea and India. Yet in such a diverse corporation the household name of Baskin-Robbins is slowly beginning to fade. The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in 1953, this concept grew to 31 flavors. [3] Baskin-Robbins is known for its “31 flavors” slogan. The idea of having 31 flavors came from the Carson-Roberts advertising agency (which later Ogilvy & Mather) in 1953, along the slogan “Count the Flavors”, “Where flavor counts.” 31 was also more than the 28 flavors then famously offered at Howard Johnson’s restaurants. [citation?] Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy-hence the iconic small pink spoon. During a now famous promotion, Amy Boggioni led a group of three who finished 1 scoop each of all 31 flavors in less than 31 minutes. With such a strong start it would never have been anticipated that Baskin-Robbins would ever face problems with regular sales and recognition. Having been a competitive brand for over 30 years it is a wonder at how places such as: Cold Stone, Dairy Queen and Marble Slab have taken over the ice cream industry...
Words: 2456 - Pages: 10
...Gatorade | Marketing and Channel Distribution: Dr. Sean D. JassoJorge Serafio 861080548 | TA Connie Kuo | Discussion 21June 11, 2013 | Abstract: Gatorade is the single most popular sports drink in the world. This paper will examine Gatorade’s current marketing strategy and discuss the channels of distribution exploring the company’s production, supply chain management, vendor purchasing and sales. It is my goal that after reading this paper you will have an in depth understanding of how the Gatorade company operates and is continually working to expand their market share while maintaining their brand image and building their brand equity. Gatorade, is it in you? | | Table of Contents FINANCIAL COMPANY OVERVIEW 2 FINANCIAL SUMMARY 2 CURRENT MARKETING SITUATION 2 MARKET DESCRIPTION 3 PRODUCT REVIEW 3 COMPETITIVE REVIEW 4 CHANNELS AND LOGISTICS REVIEW 5 SWOT ANALYSIS 6 OBJECTIVES AND ISSUES 9 MARKETING STRATEGY 10 ACTION PROGRAMS 13 BUDGETS 14 WORKS CITED 16 FINANCIAL COMPANY OVERVIEW (End) Year | Revenue | Profit | Profit Margin | Growth Rate | Stock Price | EPS | Dec ‘12 | $65.49B | $6.17B | .94% | -1.52% | $68.43 | $3.92 | Dec ‘11 | $66.5B | $6.44B | .97% | 14.98% | $66.35 | $4.03 | Dec ‘10 | $57.84B | $6.32B | 1.09% | 33.79% | $65.33 | $3.91 | Dec ‘09 | $43.23B | $5.95B | 1.38% | -.04% | $60.80 | $3.77 | Dec ‘08 | $43.25B | $5.14B | 1.18% | - | $54.77 | $3.21 | FINANCIAL SUMMARY Over the course of the last five...
Words: 4047 - Pages: 17
...the Andrew Mitchell, Cornwall remains one of Europe’s most deprived areas. This is despite the 4 million tourists who visit Cornwall every year. There are two main reasons as to why Cornwall is need of rebranding and they are; deprivation caused by low wages and decline in the rural (primary) economy. There have been many schemes put in place to try and alleviate the crisis in Cornwall. In 2001, a flagship scheme known as the Eden Project opened to visitors. What was once a quarried area used for the collection of China clay, has now been transformed into a conservation site where 3 biomes are home to 1000 plants representing 5000 species. Just by building the Eden Project at the bottom of the quarry has been successful in reimaging the area of Cornwall, which is important because Cornwall has the highest percentage of derelict land in the UK. Success of scheme has been seen through number of visitors and the improvement of employment opportunities for the local people. Within 6 months of its opening the Eden Project was the UK’s third most visited attraction. In addition, the first year saw a 1.9 million visitor count – considerably higher than the estimated 750,000 before it opened. This has also seen an increase in the amount money being spent in the surrounding area as it has been estimated that an average visitor to the Eden Project will spend around £150 in the Cornwall area. This has generated a multiplier effect where those coming over long distances spend money on accommodation...
Words: 650 - Pages: 3
...1 ACCENTURE: REBRANDING AND REPOSITIONING A GLOBAL POWER BRAND1 INTRODUCTION Andersen Consulting was established in 1989 when the consulting practice of the accounting firm Arthur Andersen separated to form an independent business unit. Andersen Consulting faced the extremely difficult task of positioning itself in the Information Technology market space while simultaneously forging a separate identity from its accounting heritage. The business challenge was to retain the positive aspects of the brand equity developed over decades as Arthur Andersen, yet break away from the limitations associated with an accounting brand. What was notable was that before its inception, Andersen Consulting was generating almost $1 billion annually in revenue, yet wasn’t well known in the information technology marketplace. And to those who did know them, they were often thought of accountants, and not up to the task of delivering innovative technology solutions. In order to bridge this gap, Andersen Consulting used extensive market research to create a brand and naming strategy that would establish immediate credibility in the “consulting” arena, while at the same time leveraging all of the positive aspects with the Arthur Andersen brand. Market research also helped form the strategy for successfully launching the new name and positioning. In order to build a new identity, Andersen Consulting set a groundbreaking precedent by using sophisticated marketing strategies coupled with the professional...
Words: 13556 - Pages: 55
...also its corporate governance and culture (Lawrence & Weber, 2008). This report will recommend some potential strategies for Enron to move forward from the scandal. To do this, we must incorporate stakeholder theory, which “argues that corporations serve a broad public purpose; to create value for society” (Lawrence & Weber, 2014, p 6.). This means that Enron must take responsibility for the scandal it created and take actions to regain its stakeholders’ confidence. To accomplish this, we will first identify and analyze Enron’s primary stakeholders, and then point out the key problems along with possible solutions. Finally, we will end the analysis with the best solutions that Enron should enact. Primary Stakeholders: The three most salient stakeholders are Enron’s shareholders, employees, and the government. We choose these three based on their interests, power, relevance, likelihood to form coalitions, and also due to the legitimacy and urgency of their claims. The first important stakeholder is none other than Enron’s shareholders. The owners of Enron invested their money relying on Enron’s false financial statements, only to lose billions of dollars. They are likely to form coalitions and engage in shareholder activism. In fact, they have the legal power to carry out shareholder lawsuits. The legitimacy of their actions are appropriate because “if owners think that they or their company have been damaged by actions of company officers or director...Shareholder lawsuits...
Words: 1727 - Pages: 7
...1 Aldi Supermarkets Marketing Report 2 Contents Contents and Appendix 2 Executive Summary 3 Audit and explanation of the business and its current customer related marketing strategy. 5 The Four P’s 5 Identifying and recommending new marketing objectives 8 Corporate and Social Responsibility Initiatives 9 Recommending new marketing objectives 10 The Marketing of Halal in the United Kingdom 11 Recommending new marketing objectives 12 Company Rebranding Initiative 12 Recommending new marketing objectives 13 Conclusion 14 SWOT Analysis 16 References 21 Insert 1.0: Marketing and Selling Models 28 Insert 1.1: Needle. D Model 29 Insert 1.2: New Organisational Structure 30 Insert 1.3: Porters Five Forces Model (1980) 31 Insert 1.4: Porters Generic Forces Model 32 Insert 1.5: Ansoff’s Matrix 33 Insert 1.6: Twelve-Month Marketing Plan: Gantt Chart 34 Notes to the Examiner: All additional information is stored in the Appendix The word count excludes the following: I. All references and bibliographies II. All references to diagrams and tables. III. All content within tables IV. Labels and titles of tables and diagrams V. The Learning Outcomes as Titles VI. The Contents Page VII. All content on page 2, 3 & 4 All Harvard referencing in this assignment is from the formatting illustrated in the Anglia Ruskin University document. http://libweb.anglia.ac.uk/referencing/harvard/htm I would like all ‘Inserts’, which have been placed within the main assignment...
Words: 9411 - Pages: 38
...CASE REPORT Executive Summary Our team recommends that Microsoft develop the software for non-gaming set-top boxes and partner with a hardware company. This option is likely to produce the greatest ROI for Microsoft because Microsoft’s core competency is developing operating software and this option carries the least amount of risk. Background The consumer demand for the ability to seamlessly integrate and connect devices and data that they use in their daily life is growing rapidly. The ability to connect mobile phones, television sets, tablets, and personal computers has provided consumers with an unparalleled opportunity to the access to information (I), communication (C), and entertainment (E), collectively known as ICE. The struggle amongst Microsoft and archrivals like Apple and Google is to develop the “must-have” product that would redefine the way content is consumed in the living rooms around the world. While streaming content via game consoles has been on the rise, the introduction of streaming content via non-gaming set-top boxes has become increasingly popular. Microsoft must choose how to position itself in this rapidly changing market so that it does not render itself irrelevant and so that it can capitalize on this shift in the way that content is being consumed. Ultimately Microsoft can make one of four choices. Microsoft can: (1) keep the status quo, (2) develop the software for non-gaming set-top boxes and partner with a hardware company, (3) develop...
Words: 3776 - Pages: 16
...dissect what went so dreadfully wrong at J.C. Penney. The former Apple executive was too Silicon Valley for the Plano, Texas, retailer. He was arrogant. He didn’t test his ideas, maintaining the Apple mantra that customers don’t know what they want until you show it to them. He approved marketing campaigns that told loyal Penney’s shoppers that “you deserve to look better,” basically telling them that they looked less than glamorous wearing the brand they had trusted and been comfortable with for years. He hoarded information so that individual store merchandisers didn’t know how various lines were performing. He mocked J.C. Penney’s ways of doing things. He abandoned the discounting customers had come to expect from retailers. And he, and most of the team he recruited, were commuter leaders, jetting back to California after cramming in marathon work sessions at headquarters. These factors certainly couldn’t have helped. I think, however, there’s one major reason behind J.C. Penney’s sudden swoon that not enough commentators are picking up on. There’s one big reason JCP would never be “Bloomingdale’s for the mass market,” as Johnson wanted it to be, and that’s because the mass market is gone. Because the middle class is gone, or at least rapidly going. This reflects a troubling development in our economy, what some have termed the “hourglass economy.” This means that companies can reach both high-end and low-end consumers, but there’s no longer a broad middle to appeal to. For...
Words: 8818 - Pages: 36
...HISTORY Reptica Resto Bar was established through collaborative effortsand ideas of certain BSHRM students of Arellano University PasigCampus in Partial full fillment of the requirements in Entrepreneurship &Business Planning. The Dream of Owning an extra ordinaryaccommodating and simple restaurant has finally come into reality.The Proponents were Richie Bersabe, Cindy Villanueva, Lea RoseBurata, and Divine Grace Malto who really worked hard to conceptualizethe name, concept and lay out of the restaurant.Reptica Resto Bar (fine dining) was derived from the differentcharacteristic of the members.Richie was a happy person they like happy people to interact,Cindy is approachable to the customer, Divine Grace is the one who givean idea. And Leah Rose Burata who give us a moral support day by day.This will cater authentic Asian Fusion Cuisine and exceptionalservice that will continue the tradition of a quality family dining. At the heartof Reptica Resto Bar (fine dining) is a deep regard for our valued guests who will patronize our ideals and aspirations in putting up this business. An ideas restaurant thatwill evoke life’s simple joys, command satisfaction and inspiretoetherness Product / Service Reptica Restobar located in the middle of the Famous MetrowalkCommercial Complex in Ortigas Center. Reptica Restobar attracted many regular customer be it young or old. We have a live cooking show to the customer, to seewhat happen to htier food preparation. At the 1st floor we have...
Words: 867 - Pages: 4
