...In the article “Study: Victoria's Secret Bags Have Sexy Side Effect” by Paul Kix is about an interesting experiment. Deborah Roedder John, a professor of marketing at the University of Minnesota's Carlson School of Management. Deborah Roedder John and her colleagues performed 85 experiments with women in a mall. They asked them to participate in a survey with special questions about their self-perception. The participants were asked to walk around walk throughout the mall with one of two types of shopping bags for one hour. One group of women “reported to the researchers that they felt more sensual and glamorous simply for carrying the bag.” This bag was from Victoria’s Secret. (KIx,2010). I have same “side effect” from a Victoria’s Secret carrying their bags. Everything from Victoria’s Secret makes me happy. One may ask where the secret of Victoria’s Secret is? Maybe one power of Victoria’s Secret is in the effectiveness of their advertisement. This talk deserves consideration. Victoria’s Secret advertisements are impressive, successful, and useful for me as a buyer for several reasons. The company was created by a man for women, so there is no doubt that men will appreciate the clothes of this brand. One can select a convenient way of shopping: the catalog, online store or European-style boutiques. In addition to lingerie, Victoria's Secret sells a wide range of products designed to make women look beautiful and well groomed. Each advertisement from Victoria’s...
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...Victoria’s Secret Annual Marketing Plan Table of Content 1. Executive Summary 3 2. Situational Analysis and SWOT 4 2.1 Situational Analysis 4 2.2 SWOT 5 2.3 ANSORFF Product Market Matrix 8 3. Key Issues and New Opportunities 9 3.1 Key Issues 9 3.2 New Opportunities 9 4. Marketing Objectives 9 5. Basic Marketing Strategy 10 5.1 Research 10 5.2 Target Market Identification 10 5.3 Positioning Strategy 11 5.4 Marketing Mix 11 5.4.1 Products 11 5.4.2 Price 12 5.4.3 Place / Dsitribution 12 5.4.4 Promotion 12 6. Co-branding 13 7. Competitive Advantage 13 8. Action Plan 15 9. Controls 17 1. Executive Summary Victoria’s Secret is one of, if not the most popular women’s lingerie and clothing store in the United States. They are known for their higher priced, sexy, and sometimes promiscuous clothing. Victoria’s Secret has come up with many different innovations after first opening their door, such as a make-up line, body care line, and PINK teenage line. Victoria's Secret is a globally recognized brand with its stunning models known as Runway Angels, and signature pink colour of choice for everything from logo to store décor. Founded in 1977 in San Francisco, Victoria's Secret has become a leader in the intimate apparel industry where a dazzling assortment of lingerie, beauty products, and loungewear can be purchased. The fashion shows, models, stores, and products are the favourites of men and women alike. Nonetheless...
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...Marketing Mix Clarisa Santiago Marketing/421 April 3, 2013 Instructor Steve Fritzenkotter Elements of the Marketing Mix What are the elements of the marketing mix, the elements are the four P’s. The four P’s include product, place, price, and promotion. These elements are essential for the success of an organization. If any of these elements are missing on a marketing plan the organization’s product might fail. The next couple of paragraphs will describe the elements of the marketing mix. This paper will include Mary Kay has an example of how the four P’s are used in the marketing mix. The book provides a description for the four P’s for the marketing mix but it also talks about the four P’s used by management. The four P’s management use reflects a more accurate modern market. The marketing mix focuses on product, place, price, and promotion. The new management P’s focus on people, processes, programs, and performance. Product as described in the book and in class is a service or article of good that a company supplies to customers. For example Tide detergent offers customers with a detergent that makes cloths look newer for a longer period of time and it also give the cloths a nice smell. Place is described has the area the product is manufactured or where the product is sold to the customers. Price is how much a product is worth and how much the customer is also willing to pay for the product. Promotion is the advertising...
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...INTRODUCTION: 2. LITERATURE REVIEW: Definition of IMC: Integrated Marketing Communications is often referred to as a strategic business process that is used to plan, develop, execute and evaluate co-ordinated brand communication programmes to various stakeholders (Belch & Belch, 2012). It is a simple concept which ensures that all forms of communications are linked together and is called IMC in many spheres. At the most basic level, IMC deals with integration of promotional tools to foster harmonious relationships. It is imperative that all of the promotional tools work together rather than in isolation for the sum is definitely greater than its parts. Integration levels are far-reaching and extend towards horizontal, vertical, external and data integration levels. The plan of IMC is to generate short term financial returns and to build long-term brand and shareholder value (Belch & Belch, 2012). Benefits of IMC: Although Integrated Marketing Communications require a lot of effort and time, the benefits that it delivers are immense. It can ensure that firm’s gain competitive advantage as well as boost sales thus increasing productivity. IMC facilitates communications surrounding customers and promotes efficiency in the buying process. Another positive that emanates from the IMC campaign is that loyal customers are built ensuring a competitive advantage against rival firms. Due to the fact that Integrated Marketing Communications create consistent messages, the uncertainty in...
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...Coordinator of the Clayton Center where she heads several groups for grandparents, parents, and children. Ms. Johnnie goes above and beyond the call of duty in order to help those in her community and never asking for anything in return. The impressions that she leaves on children are ever –lasting, just as the impressions that the children leave on her. That is something that no amount of money can buy. It is simply priceless. One of Clayton County’s Shero’s There are people who do so much and never receive the recognition that they deserve. I ran across someone who truly fits this description to the core. She is a very intelligent, warm-hearted woman. People like her should be known about because she is a “silent hero,” and the silent heroes are the people that make the communities better without a second thought. The woman that I am speaking about is Ms. Johnnie Watkins, known to everyone as “Ms. Johnnie,” with her long time nickname of “Queen.” Ms. Johnnie was born and raised in Georgia. She went to Georgia State University where she received her AS and BS in social work. Ms. Johnnie has a 15-year old son who she has raised as a single parent due to the unfortunate death of her son’s father. Ms. Johnnie is the type of person who does a lot for the children and parents within the community and never thinks anything about it. She runs several groups for children as well as for parents and grandparents. Ms. Johnnie also feed the homeless, have the children make...
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...Introduction Bahrain's economy diversity and openness continues to present a number of opportunities for starting a business or expanding a business. The Bahrainis have been systematically building up the sectors of tourism, metals, transport and finance, which, hopefully, will be able to take the economic weight once oil is no longer a viable source of income. With highly developed transport and communications facilities, Bahrain is a fast-growing market at the heart of the Gulf. Bahrain has a stable government with progressive attitudes which has helped to mould the country into a well-developed economy. There are numerous development projects underway around the country which makes the prospect of starting a business in Bahrain very appealing. Bahrain offers a variety of incentives to the prospect of starting a business and investing in Bahrain including its tax free economy and no VAT (Value Added Tax). The Bahrain lifestyle is cosmopolitan and liberal, and there is a relaxed social environment which makes it a popular area with tourists from the region. It's an essentially Arab culture, adopting many of the traditions and cuisines from across the region. Its central location in the Middle East enables good accessibility to the world's business market. Their trade routes to worldwide markets through fast and efficient access by air, sea and road are a big attraction for businesses. Bahrain is also seen as a gateway to the Gulf which has a market of over 100 million people...
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...Introduction Tupperware is the name of a home products line that includes preparation, storage, containment, and serving products for the kitchen and home, which were first introduced to the public in 1946. Tupperware develops, manufactures, and internationally distributes its products as a wholly owned subsidiary of its parent companyTupperware Brands Corporation and it is marketed by means of direct sales through an independent sales force of approximately 1.9 million consultants. Tupperware is a world-wide producer of Polyethylene-based kitchenware and food containers. The company is currently based out of Orlando Florida and has been in business for over sixty years. Tupperware is best known for its line of sealable, stackable, high stress, temperature-resistant food containers that have become common kitchen items all over the world. Tupperware began in 1946 by Earl Silas Tupper when he met Thomas Damigella and Brownie Wise who were trying to sell household products through Stanley Home Products. The three entrepreneurs joined together and began producing the line of Tupperware that has turned into the product base it is today. Tupperware, a member of the DSA, supports charities and fund raisers through direct donations. The company's management team claims to be strongly committed to giving back to communities and helping those in need. Many Tupperware products originally boasted the patented "burping seal", exclusive to Tupperware. Most Tupperware containers are made from...
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...DEPARTMENT OF MANAGEMENT SCIENCE, UNIVERSITY CAMPUS, AURANGABAD. 2011-2012 PROJECT REPORT on “FDI in indian retail sector” Submitted By Mr. Sagar P. Mahalkar Mr.Sachin Shinde Mr. Shrikant Gaikwad Mr.Akshay Shisode Guided By Prof. Ramesh Sardar DEPARTMENT OF MANAGEMENT SCIENCE, UNIVERSITY CAMPUS, AURANGABAD. 2011-2012 “CERTIFICATE” This is to certify that the project report entitled ”FDI IN INDIAN RETAIL SECTOR” is the confide work of the candidate satisfactorily completed during the academic year 2011-2012 as the partial fulfillment of requirement for the M.B.A.(F.Y.) in the Department of Management Science. Submitted by Mr. Sagar P. Mahalkar Mr. Shrikant Gaikwad Guided by DIRECTOR Prof. Ramesh Sardar Prof. Abhijeet Shelke Acknowledgement We would specially like to thank to the people who directed, encouraged, and advised us for the whole project. This is a real project we are getting something new information about various problems of FDI in retail sector in India. This project clarifying our views about FDI what we thought and problems of FDI in retail sector in India what actually is. We are very thankful to my guider that, he given us his valuable time and advised us time to...
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...the Hidesign store in Ambience Mall in New Delhi — we can't be seen. Dilip Kapur and I meet and exchange passwords, read pleasantries. Dressed casually in a linen shirt and loose jeans, the only thing that are a secret-mission giveaway are his sunglasses. True to his brand, the man carries a Hidesign casual leather bag. This is Hidesign's newest outlet and Kapur is keen to find out how it is doing. He also wants to figure out if its intensive six-month training programme for the shop floor assistants is working. "We do this regularly. Our mystery shoppers go to all our outlets to adjudge the stores on stock, store layout, assistants' knowledge levels and ability to handle a customer," he says. Soon, we take the escalator down to the store. After five minutes of looking around, the shop assistant finally approaches us. "I like the approach. She didn't hound us immediately," he notes later. Hidesign started with a small factory in Puducherry and is present in 12 cities through 60 outlets. Five more are in the works this year. It employs more than 1,800 people on the shop floors and has a turnover of more than Rs 100 crore. It was one of the early entrants to launch branded bags and accessories at a time when the category was dominated by the unorganised sector. Later this year, the company plans to enter a joint venture with Italy's casual leather bag major Braccalini. "Hidesign has always stuck to its core. We don't change our products or marketing strategy depending on the competition...
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...2.1 Assess the main barriers to marketing planning. According to Business Dictionary, marketing planning “refers to the process of analyzing one or more potentially interesting marketplaces in order to determine how a business can optimally compete in them.” There are numerous barriers in marketing planning such as: Target Market When a company is uncertain about its target market and whether it is the right one may stand as a barrier for marketing planning. The reason that companies have target markets is to be able to work their way towards that target. The product or service that they will be designing will be according to the characteristics and tendencies of that target. In the case of Athena Milk, the company used an endorser such as Anne Curtis; a strong, independent working woman. Environmental Barriers Environmental barriers include factors such as social, legal economic, political, technological, and ethical norms; it may post major barriers to marketing planning by placing restrictions or limitations in the way the business interacts with the environment. (Scheid, 2011) Regulations may prevent comparison marketing when market surveys indicate the best form of marketing as comparing the product with the competitor’s substandard product. Cultural Barriers Cultural barriers are essentially factors that have to do with how the customers are raised or what has been accustomed to them. Factors that are included in cultural barriers are language, behavior,...
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...Environment’ 7 2.2.2 Near Environment Analysis 8 2.2.2.1 Porter’s 5 Forces Model 8 2.2.2.1.1 Rivalry among Present Competitors 8 2.2.2.1.2 Threat of New Entrants 9 2.2.2.1.3 Bargaining Power of Suppliers 9 2.2.2.1.4 Bargaining Power of Buyers 10 2.2.2.1.5 Threat from Substitute Products 10 2.2.2.2 Competitors Analysis 11 2.2.2.3 SWOT Analysis 12 2.2.2.3.1 Strength 13 2.2.2.3.2 Weakness 13 2.2.2.3.3 Opportunity 14 2.2.2.3.4 Threats 14 2.2.2.4.1 P1-Business Position 15 2.2.2.4.2 Market Attractiveness 16 2.2.2.4.3 GE Matrix Chart 16 2.2.2.5 Buyers Analysis. 16 3.0 Marketing Objectives, Strategies and Marketing Mix 17 3.1 Marketing Objectives 17 3.2 Financial Objectives 17 Marketing Strategy’s 17 3.3.1 Untapped Segment & Brand awareness 17 3.4 Product Life Cycle 18 3.5 Segmentations, Targeting and Positioning 19 5.0 P1WiMAX Marketing Tactics 22 5.1 Promotion 22 5.1.1 Events 23 5.1.2 Service availability in F&B outlets 24 5.1.3 Student Package 25 5.2 Place 27 5.3 Advertising 27 5.3.1 Television 28 5.3.2 Magazines/Newspapers 29 6.0Budgeting 30 6.1 Newspaper Advertising 30 6.2 Television Advertising 30 6.4 Promotion of Service Availability in F&B outlets 31 6.5 Student Package Promotion 32 6.6 Place Promotion 32 7.0 Implementation 33 8.0 Evaluation & control 36 9.0 Contingency...
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...E-Commerce Business Strategy Abstract The purpose of this paper is to solve the business problem of creating an E-Commerce business strategy for a traditional brick and mortar women’s boutique. The internet allows a company to reach a demographic through the Web that is all over the world, which results in an accelerated global marketing strategy and a possible competitive advantage in women’s fashion. There is a lot of competition on the internet and captivating the attention of customers will not be an easy task. The E-Commerce business strategy for Simply Unbelievable will be implementation of a cloud-based digital commerce platform that will create an exceptional shopping experience for consumers. Company Background Simply unbelievable is a home-based business that sells boutique fashions specializing in women’s clothing, jewelry, and handbags and has been in business for 10 years. Location is critical to the success of any business and Simply Unbelievable does not maintain a traditional brick-and-mortar store. The success of Simply Unbelievable has been by the home party plan business concept of direct selling to their customers. The home party plan has provided the perfect location for customers to view current fashion trends in the comfort of their own home or surroundings. Women who are comfortable spend more money and this has generated Simply Unbelievable revenues for the past 10 years. Simply Unbelievable has had no significant...
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...An Introduction 5 Locating Tanishq 6 Product Line & The Collections 7 Tanishq For You 8 Tanishq Retailing 9 Marketing 10 Tanishq Marketing Strategy 11 The Jewellery Market 12 Some of Tanishqs Competitors 13 Tanishq – Market Research 14 Tanishq – The Turnaround Story 15 Promotion, Advertising & Public Relation 16 Tanishq In The News 17 Globalization INTRODUCTION As we see it, research in advertising and marketing is very crucial in understanding, speculating on, and ultimately determining the position of the product in the consumer's mind. It is like a homework task that a good advertising/marketing/sales person would always carry out before (and after) implementing the said product's advertising/marketing strategy. By collecting data with the help of research methods, the researcher can manage to understand the consumer, what he wants, when he wants it, and how he wants it. Research methodologies, more or less, aim to reveal consumers’ different perceptions of the product, in large part about the way it is advertised. The researcher wants to know how effective the advertisement is on his listeners, where the strategy falls short, and where it can improve. Ultimately, it can be said that the most important task of advertising/marketing research is to increase the sales of the product. This requires a well developed marketing plan, a good know-how of the prospective consumer, and most of all an effective and rational research methodology. ...
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...lululemon athletica “Do you lulu?” Marketing Campaign 2011-2012 Table of Contents pg. 3 pg. 6 pg. 7 pg. 9 pg. 10 pg. 11 pg. 15 pg. 17 pg. 22 pg. 43 pg. 46 pg. 47 Introduction Executive Summary Research Objectives Situation Analysis Consumer Analysis Industry Analysis Broad Overall Analysis Strategies and Plans Timeline and Budgets Summary References and Appendices Introduction Bulldog Marketing is a marketing communications firm based out of Houston, Texas, that has extensive education and experience with building brand awareness and online sales. Our team members have an eclectic background in business, marketing, digital marketing, media relations, new and social media, and public relations. Our proven results as a team speak for themselves, as we have created successful campaigns and strategies for a number of high-caliber clients. We chose to focus on lululemon athletica because we feel the brand has very strong potential in the U.S. market. lululemon has strong sales and is growing at a fast rate every year. Since lululemon is a Canadian-based brand, the brand awareness in the United States as yet to reach its full potential. We at Bulldog Marketing feel that our combined experience coupled with lululemon’s strong branding that already exists in other markets will prove to be successful. We look forward to working with you in the months ahead and building the lululemon brand. 3 Meet the Team Nicole Grandy has...
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...Marketing Mix for ‘FACTOR W’ – A health drink for women Project report submitted for partial fulfilment of the Marketing Management (MK-101) course work under Prof. Krishanu Rakshit Submitted by Section A Group: 2 Table of Contents Introduction | 3 | Scope, Definition and Analysis | 4 | Scope of project | 4 | Details of questionnaire | 5 | S-T-P analysis | 6 | Competitor analysis | 10 | Recommendations and Discussion | 12 | 4Ps: Product | 12 | 4Ps: Price | 13 | 4Ps: Place | 13 | 4Ps: Promotion | 15 | Conclusion | 17 | Introduction As people are becoming more health-conscious, supplementing dietary needs with health drinks has become the norm. Hence, there is a large scope of health drinks business in the present world. There are various big brands in this business area, for example, Bournvita, Horlicks, Complan, Boost etc. These brands have to innovate continuously in terms of their marketing mix (product, price, place and promotion) to sustain their businesses and to grow their market share. The importance of each marketing mix in respect of health drinks has been stated as follows: * Product The health drink should have such ingredients that are the potential requirements of a particular market segment. For example, health drinks for children should be rich in calcium as calcium is necessary for the development...
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