OBJECTIVES Objectives The case has been prepared to help you to appreciate the following: What is an agency brief and what are its various components To profile the market Segments and select the most attractive by carefully analysing the interpreting consumer data Selection of communication objectives and development of a communication strategy to achieve a desired response. Structure 2.0 2.1 2.2 2.3 2.4 2.5 Objectives Introduction Agency Brief The Need Communication Strategy Discussion Questions 2
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political conditions, and how well they are able to acquire or form strategic business alliances with local fashion trends and make necessary changes which also affects the luxury brand of Burberry The Burberry has strong luxury brand, which is only feasible in some geographic environments and demographics. Economical: (Griffin, 2006) The global economic downturn affected the level of consumer spending on discretionary luxury items.Increased regional competition by other international as well as local
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The Fashion Channel - Preparation for Class Discussion As preparation for discussing this case in class, students should be ready to respond to the following: 1. How would you interpret the consumer and market data if you were Dana Wheeler? 2. What is the expected outcome of each of the targeting scenarios? (Complete both the Ad Revenue and Financial calculators to fully understand the financial impact of the scenarios.) 3. Develop a factual analysis of the segmentation options
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Spokesperson for TCNJ The College of New Jersey (TCNJ) it is a highly respected college, therefore when hiring a celebrity to be an endorser it is also important to choose a celebrity who possesses the characteristics of an ideal role model because those are traits that are highly valued by TCNJ. Those characteristics include a high level of interest in education, successful career, being actively involved in charitable events, and a positive reputation. It is also important that they be likeable
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but for fashion and lifestyle needs. 1.2CURRENT TARGET MARKET Billabong is a brand that offers numerous products designed to accommodate numerous lifestyles. Included in their extensive range are products designed for surfers, general beach goers, skateboarders and the fashion conscious. Comprehensive characteristics of this market are difficult to pinpoint, however, it is the assumption that the majority of consumers are males and females aged between 12 and 35 years of age. Consumer Need:
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Final Marketing Plan MKT 421 Final Marketing Plan There are many factors to consider when a company creates and launches a new product. Not only must the product itself exude quality and greatness, but it must also be backed by an outstanding marketing plan as well. Obtaining an exceptional understanding of the ways to effectively strategize, price, distribute, and promote a new product is necessary for the success of the new item. By implementing all of
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CHOCOLATE CONSUMERS FEELING GUILTY FOR THE WRONG REASONS Steven J. Greenland and Christopher Galloway Swinburne University of Technology, Melbourne, Australia. INTRODUCTION New Zealanders are no strangers to taking on multinational companies when they view their actions as unethical. It was two New Zealand school girls who unearthed the GlaxoSmithKline (GSK) Ribena vitamin C (or lack of it) fiasco that resulted in fines and GSK having to pull misleading advertisements, not to mention a global
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Exam revision Chapter 1 * Personal consumption-are individual that buys goods or services for personal consumption; household use; family members or a friend. * Organizational buy- is businesses, government agencies or institutions that buy goods or services or equipment necessary for organization to function. 1. 5 examples of services that organizational buyer would be interested in purchasing are : insurance, warranty 2. Examples of product or service that is highly-segmented
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Research On Fashion & Sustainability Submitted by Ishita Bhatia Under the supervision of Jagriti Mishra Submitted to Department of Fashion Management Studies (FMS) National Institute of Fashion Technology (NIFT) (Ministry of Textiles, Govt. of India) GH-0 Road, Behind Infocity Gandhinagar 382007. Gujarat http://www.nift.ac.in December, 2013 Fashion & Sustainability BackGround Myth: Sustainable Fashion is just wearing natural, organic or green fashion. Truth: Sustainable
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TASK 1 The main stages of purchase decision making process involve five main and important stages as shown in figure 1.1 below. Figure 1.1 Problem recognition Consumers recognize a problem based on physical cues, stimulus response or a need. Based on scenario 1, Maria is in the state of buying the suitable laptop that suits her higher education’s assessment. Hence, problem identified here is to find the right and suitable laptop. Information search Customers in the information search stage
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