Marketing Management Case 1 * Executive Summary “Group DANONE” is a French company, It produces dairy products but Activia is the company’s top-selling brand of yogurt worldwide. Activia was introduced to the Egyptian market in June 2008 A year after the introduction of Activia, the probiotics market had witnessed fast growth, increasing from 0.2% to 5.7% of the total yogurt market, of which Activia captured more than 76% (4.3%of the total yogurt market) By 2010, Activia reached 84%
Words: 4113 - Pages: 17
LILYPAD HOTELS and Resorts could certainly create some connections among its brands; the business rationale for doing so is evident. However, Andre needs to proceed with caution: It’s critical that any linkages don’t compromise the value of the individual offerings. A plan to emphasize the corporate brand over the property brands might very well backfire. The implicit promise from each property is that no other hotel in the area will offer guests the same sort of culturally grounded travel experience
Words: 517 - Pages: 3
Facebook brand community for marketing strategy. They address the problem of how brand managers can create brand engagement on Facebook and take advantage of the interactions with customers commenting brand’s posts. They reveal several ways to increase the number of likes on a brand’s post: use pictures, stay topical, promote the brand as customers expect promotional information when visiting a brand’s wall, share brand achievements so that fans feel they align with a successful brand, educate
Words: 678 - Pages: 3
corporate brand strategy for Rosewood isoutlined in the table below: Pros Cons Increased brandwide usage “Canned and cookie cutter” approach Increased brand recognition No “sense of place” philo sophyConnection amongst properties Loss of uniquenessGood positioning for competition Less differentiationIncreased market/share Potential loss of current brand equityIncreased brand awareness Loss of discretionPromotion of cross-property usage Resistance to change (guests and management)Increased
Words: 488 - Pages: 2
Week 3 WSJ Article Investors Punish Mexican Marketer After Earnings Miss; Company, known for flashy ads, spurs doubts about brands’ strength Genomma Lab Internacional is a consumer-good company based out of Mexico. It is known for its personal care items ranging from deodorants to hair shampoo. The company gets a lot of attention for the risqué television commercials that air on local airwaves which are also questionable in nature and ability. This has led to Mexico’s consumer-protection
Words: 1000 - Pages: 4
uninvited brand Susan Fournier a,*, Jill Avery b a b Boston University School of Management, 595 Commonwealth Avenue, Boston, MA 02215, U.S.A. Simmons School of Management, 300 The Fenway, M-336, Boston, MA 02115, U.S.A. KEYWORDS Branding; Brand management; Social media; Web 2.0; Co-creation Abstract Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes
Words: 12407 - Pages: 50
BRAND MANAGEMENT Student: Drobnjak Anja, K-5050 Professor: Prof. dr David Jones Warsaw, 22.01.2014. Contents Introduction 4 Branding 5 The Laws of Branding 6 Branding and its components 8 Brand implementation 9 Brand awareness 9 Brand recognition 10 Brand equity 10 Brand elements 11 Brand Bubble Trouble 12 Strategic brand management 13 Adidas - a brand that identifies with its performance 15 Coca-Cola as Number One 17 Disney world 18 Conclusion
Words: 5941 - Pages: 24
We have carefully studied the qualitative research output and brand positioning strategies that the Project Score team has worked on and developed. Based on further research and analysis, we strongly recommend that Saxonville launch its Italian sausage product under the new name “Italy’s Best by Saxonville”. We also recommend positioning the brand using the “Family Connection” concept. Assessment of Research Methodology Project Score team has done very well in understanding the target consumer
Words: 782 - Pages: 4
solutions and support for small and medium size UK enterprises. Describing the importance of positioning of the successful brand, the British Telecom claims that the key to successful brand positioning is clarity, consistency, competitiveness, and credibility. There must be coherent idea of the market and product space to be targeted; there has to be integration of all brand messages, the value proposition should be comparable and even better than the main competitor and the offer and claims should
Words: 514 - Pages: 3
Problem Statement: Paramount has become a market leader in global consumer products; but knows that innovation is vital to continue success. Paramount has used technology to create an innovative razor, but wants to make sure that it is positioned effectively. Situation Analysis: * Customers: Male consumer products have been trending upward in the last decade. The customer segments are broken up into three areas; social/emotional, involved razor users, and uninvolved or maintenance users
Words: 1586 - Pages: 7
