most reliable source of future revenues and profits. t By Katherine N. Lemon, Roland T. Rust, and Valarie A. ZeithamI 20 I MM S p r i n g 2001 C o n s i d e r t h e i s s u e s facing a typical brand manager, product manager, or marketing-oriented CEO: How do I manage the brand? How will my customers react to changes in the product or service offering? Should 1 raise price? What is the best way to enhance the relationships with my current customers? Where should I focus my efforts?
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Jessica Wang, Jana Levin, Jackie D’Aquila, David Sit CM 447 Coursework 2 26/04/13 I. OVERVIEW For decades, Avon has been an iconic brand for its unique business model, active service to the community, and success as a global name. However, since 2008, Avon’s profits have been falling significantly due to a failure to adapt to changes in the macroenvironment. For example, the recent growth of technology has influenced the way that consumers are buying beauty products. Direct
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Running head: MARKETING ANALYSIS OF SONIC PDA 1000 Marketing Analysis of Sonic PDA 1000 Abstract The purpose of this group project is to provide the members of LU BUSI-520 Delta Group with a patterned professional forecasting model for research and analysis of a prospective new product. The new product will be the Sonic 1000 PDA; a fictitious product formulated especially for this mock-up analysis (Kotler, & Keller, 2009). Through experiential collaboration, the members of Delta Group should
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sponsors ? ......................................... p18 1.2.3.1 . Sponsorship: a dynamic positive……… … … … … … … … … … … .p19 1.2.3.2 . A search of positionnement………………………………………… ... … ..p20 1.2.3.3 . The creation of a link between the consumer and the brand.. … … … . … …p21 1.2.4 . The dangers of sponsorship… … … … … … … … … … … … … … … … .p21 1.3 . The communication policy… … … … … … … … … … … … … … .p23 1.3.1 .
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competitive advantage. 1. Brand image: Since its inception, Harley-Davidson established an image of “raw power”, which became its major selling point. Throughout its history, Harley motorcycles were associated with people who were willing to break the traditional mold or willing to live on the edge. Its brand image reflected rugged individuality and the frontier spirit of the United States. This strong sense of nationalism connected to Harley motorcycles resulted in brand recognition and loyalty that
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motorcycles. BMW focuses on the premium segments of the global passenger car and motorcycle market. The automobiles division develops, manufactures, assembles and sells passenger cars and off-road vehicles under the brands BMW, Mini and Rolls-Royce. BMW acquired the Mini brand in 2001. Since this acquisition sales grew from 25,000 units in 2001 to over 232,000 units in 2008. The Mini, which is sold in more than 70 countries, is even a hit in countries that have strong local auto industries
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I. Executive Summary Axiata Bangladesh Ltd. is the third largest mobile phone operator in Bangladesh. In 28th March, 2010 they changed their brand name from Aktel to Robi. They also changed the logo and slogan of their brand. By doing this they tried to reach the customer specially who lives in village. Measuring the effectiveness of their rebranding is essential as it has already been passed one year after rebranding. Customer’s perception is essential to measure for this purpose. We have conducted
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------------------------------------------------- CHAPITRE 1: INTRODUCTION AU MARKETING Science très récente: 19ème siècle aux Etats-Unis, après la deuxième guerre mondial en France. « Marketing is the task of creating, promoting and delivering goods and services, to customers and businesses”. _Philip Kotler “Marketing is to satisfy needs at profit”. _Philip Kotler “Marketing contributes to achieving objectives of organizations whilst creating, reveling and promoting value for customers”
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Customer Equity Company* In recent years packaging has developed well beyond its original function as merely a means of product protection and now plays a key marketing role in developing on shelf appeal, providing product information and establishing brand image and awareness. As packaging’s role in the marketing mix gains momentum, so research into this arena becomes increasingly important. Given the potential for packaging to successfully achieve marketing goals; does research into packaging truly
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IN C O R P O R ATE CITIZENSHIP March 2004 • NUMBER 5 A SERIES ABOUT INTEGRATING BUSINESS AND COMMUNITY DEVELOPMENT PRACTICE TEAMING UP TO BRAND AND BOND: Timberland Partners with City Year, SOS, and SkillsUSA is fast becoming an essential business competency. Many companies are coming to find that developing the economic assets and social and human capital of low-income communities pays dividends to the bottom line. In the short and long term, this kind of strategy develops untapped
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