Thanks Kun. Our first recommendation is to maintain brand consistency. One of the biggest problem for jetblue right now is that after they added mint class to their airplane, a lot of customers are confused whether jetblue still has its competitive and unique positioning of offering low price tickets. So, we recommend it to re-emphasize the brand identity, keep mint class price lower than competitors’ first class price, and keep well-integrated brand elements and strategies. Our second recommendation
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Procter & Gamble: A Case Study Analysis Abstract Procter & Gamble is a consumer-goods company that began in 1837 and has grown to be a leader of its industry. It has over 800 brands worldwide, 25 of which generate more than 1 billion dollars in sales, including Tide, Downy, Always, Oral B, Crest, Gillette, Febreze, Swiffer, and Duracell. However, in the last 10 years, P&G has experienced a loss of sales. Through an analysis of the company and its history, its visions and goals, a
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9-706-411 REV: NOVEMBER 21, 2006 PANKAJ GHEMAWAT CARIN-ISABEL KNOOP DAVID KIRON AmorePacific: From Local to Global Beauty In 2005, Suh Kyung-Bae, President and CEO of South Korean cosmetics company AmorePacific, surveyed a map in his office in downtown Seoul: We have held off major multinational players, the L’Oréals and Estée Lauders, in Korea and are competing successfully with them around the world. We went to France, the Mecca of beauty products, and developed the #4 fragrance in
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line of performance enhanced teas which included special additives such as ginseng and panax, the brand’s edgy persona has been extended to fruity energy drinks, sports drinks, chewing gum, soda, and, most recently, chocolate. Extending the SoBe brand image to performance enhanced chocolate has proven challenging. The SoBe Chocolate group (operating in conjunction with HVC Lizard Chocolate) has tried, with some success, to create a new confections category centered on the concept of functional
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LITERATURE REVIEW Knowledge of any research field needs sufficient understanding with the literature related to the area selected for study. The concept and measurement as to why customers patronize certain brands or stores has gained considerable attention from academicians, practitioners, and researchers in recent years. A brief review of literature would be a great help to the researchers in gaining an insight into the selected problem. It would help in gaining good background knowledge of the
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1. MARKETING STRATEGIES FOR GROWTH MARKETS Market Penetration _ is the measure of brand or category popularity, it is defined as the number of people who buy a specific product or brand of a category of the goods at least once in a given period and it is divided by the size of the relevant market penetration. Often managers must decide whether to seek sales growth by acquiring existing category users from their competitors or by expanding the total population of category users, attracting new
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to improve within the market. After $13 billion in global sales and over $7 million in profit in 2009 alone, Paramount Health and Beauty Company began working on what they believed to be their golden goose. SWOT Analysis Paramount is a strong brand that has established a positive association and trust with its consumers. The Company also has the funds to afford over $19 million/year in advertising spending. They provide the most technologically advanced product in the market. Currently, in the
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to the other brand New entry barriers * It's moderate in industry * There are already many players in industry like Nike, under armour which mainly focus on different market which is outdoor game like football, basketball which is men’s wear. * Lulu lemon is basically for the women wear. There are many players who design for women like Lucy, athleta, Gap, Bebe but they for sports wear not for yoga appeal. Rivalry among sellers into the industry * Bigger brand has more influence
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known to have high brand recognition and quality in their products, thereby gaining customer loyalty and sales success. The rivalry between competitors and the threat of new entrants consider stronger force, since the chocolate market is growing annually. The intensity of rivalry among competitors in an industry can create price wars, advertising battles, new product lines, and higher quality of customer service Premium Chocolate competition in Canada involves strong regional brands and few global players
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Chapter 10: 10 Objectives of Message Strategy: Promote a brand recall: -top of mind -evoked set 1. repetition 2. memory aids – slogans and jingles Link Key Attributes to the Brand Name: Unique Selling Proposition (USP): Strategic Implications: 1. big carryover (efficient & lasts long) 2. very resistant to competitive challenge 3. creative resistance Persuade the Consumer: 1. Reason-Why Ads a. High level involvement b. Potential counterarguments
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