Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market An Individual Case Study Prepared by Yanan MIAO under the Supervision of Pro. Hans MUHLBACHER for International Marketing Course T1-2011-2012 Background Russian Standard vodka, known as Russia’s number one premium vodka brand, was founded by Roustam Tariko and initially launched in 1998. Four years later the sales of this authentic Russian premium vodka surpassed all imported premium vodkas, achieving the
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Thanh Trang s3446628 MARKETING COMMUNICATION IMC PLAN MARKETING COMMUNICATION IMC PLAN Table of Contents Stage 1 I. Situation Analysis 1 1. 4Ps Overview: 1 2. Target Audience: 2 3. SWOT Analysis: 3 4. Competitive Frame: 4 II. Communication Objectives 5 III. Communication Budget 6 Stage 2 I. IMC Program 6 1. Advertising: 6 2. Consumer-Oriented Promotion: 11 3. Event Marketing and Sponsorships: 12 4. Marketing-Oriented Public Relations
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engage in purchase of their products. And as such, the promotional mix used by a company is really important for this task. The promotional mix in itself is very broad, consisting of various tools, like advertising, personal selling, direct marketing, public relation and sales promotion. To make the optimum use of these tools, marketers usually select them, depending on their budget and objectives, as well as the sector in which they operate (Kotler & Armstrong 1997). As such, research
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Information................................................................. 17 * Integrated Front Ofiice................................................................. 19 * The next development.................................................................. 20 Practices of Relationship Marketing................................................................. 21 * Relationship marketing from boc’s point of view....................... 21 * Activities undertaken to develop
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Integrated Marketing Communications Plan for Axe Brand Universal Oil, Singapore Bachelor of Business (Marketing) - 7th Intake, Semester 3, Class C Ng Yu Yan S3352246 Low Li Ping S3352005 Pong Xu Leng S3352305 Tan Jian Sheng S3352375 Tan Jit Hao S3352378 Date: 18 September 2012 XOXO, AXE OIL XtraOrdinary Table of Contents EXECUTIVE SUMMARY 5 1. Situational Analysis 7 1.1. Internal Analysis 7 1.2. External Analysis 7 1.3. Competitors Analysis 8
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were seeking direct contact with their car manufacturer, so the customer experience was not as dependent on the dealer. Audi needed a more systematic approach to developing customer lifetime value. In 1999, in a review of its overall sales and marketing strategy, Audi identified CRM as a required core competency for business success. CRM poses a number of challenges for an automotive manufacturer. There are multiple customer "touch points" like direct
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Contents Introduction 1 Requirement 1 1 1.1 The communication process that applies to advertising and promotion: 1 1.2 The organisation of the advertising and promotions industry: 2 1.3 The regulating process of promotion: 3 1.4 Current trends in advertising and promotion including the impact of ICT in case of the advertising and promotion of BMW: 3 Requirement 2 4 2.1) The role of advertising in an integrated promotional strategy for a business or product decisions: 4 2.2)
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Marketing Business Plan Marketing Management 9-2-13 Truly Fit will be a community fitness center intended to help residents of Wellsville, New York and the surrounding communities to practice strength and conditioning programs to improve their health and better their lifestyles. It is intended for people of all shapes and sizes, from the highly specialized body builder to the elderly trying to maintain use of crucial muscles that may weaken with age. This fitness center is, by design,
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Integrated Advertising, Promotion and Marketing Communications, 5e (Clow) Chapter 4 The IMC Planning Process 1) For many individuals, pets are now considered to be part of the family and as a result are treated like children. Answer: TRUE Diff: 1 Page Ref: 80 Question Tag: Definition (Concept) Objective: 4-1 2) Companies that sell pet-related products have had to change what they sell as attitudes towards pets has changed. Answer: TRUE Diff: 1 Page Ref: 80 Question Tag: Definition
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Chapter 1 - The World of Integrated Marketing Communication TRUE/FALSE 1. A company that markets a vitamin supplement produces a commercial that has the stated purpose of simply delivering straight information about the product. It is still an attempt to directly generate sales. ANS: T PTS: 1 DIF: Difficult REF: p. 6 OBJ: 1-1 2. IMC is the use of many tools, including advertising, in a coordinated manner to build and maintain brand awareness, identity, and preference. ANS: T PTS:
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