September 26 & 28: Wal-Mart case Question 1 – Assessment of Wal-Mart’s external environment Wal-Mart –> Part of the retailing Industry External Environment: * Demographics I. Age Structure –> younger generation, a generation that is easier to influence, mainly women between the ages of 25-45. II. Income Distribution –> lower class/lower income individuals, but who still have a strong interest in fashion and who want to look good * Socio-Cultural Our society
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times a week Others, Pls specify:_________________________________________ 2b. What is the reason that you never tried Maggi instant noodles? (Proceed to Question 6) (a) Never heard of the brand (b) Maggi’s products are more expensive compared to other brands (c) Prefer to stick to the current brand that you are having 3. How do you know about Maggi instant noodles? (a) Radio (b) TV (c) Magazine (d) Newspaper (e) Family (f) Peers (g) Supermarket Others, Pls Specify:______________________________________________
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The term “brand equity” is a combination of brand value, brand strength and brand image (also referred as brand description).The ability of a brand description to be able to cater to the needs and wants of a target market using the right marketing mix leading to the brand strength (loyalty) which ultimately leads to the brand value thus making these three interconnected and forming a brand equity chain. On the basis of this, brand equity is defined as the value brought about by the various benefits
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transform its model and expand into new areas. By analyzing eBay with Porter’s Five Forces Model, I conclude that the most effective way for eBay would be to maintain the existing business model through strengthening its brand identity. The following analysis will provide reasons on why brand identity should be strengthened and how it can be used to improve eBay’s business. Threat of Entry This is an Internet driven service industry, which does not provide for many barriers to entry. The main barriers
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Case Study-Customer Based Brand Equity Building, Measuring, and Managing Brand Equity (2nd edition-p#101) By Kevin Lane Keller Q: Pick a brand. Assess the extent to which the brand is achieving the various benefits of brand equity. Brand Equity: Customers’ subjective and intangible assessment of the brand, above and beyond its objectively perceived value. The intangible value associated with a product that cannot be accounted for by price or features. Nike has created many intangible
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Chapter 5-8 talked about the three great dilemmas of branding – Brand stretch，brand revitalization and brand deletion, the total communication for brand management, relationship management, relationship brands and the value of brand culture. On the three great dilemmas, the author raised the issue of whether to stretch a brand name into other areas- either inside or outside its existing category – when it is doing well; what to do when a brand has been neglected and needs revitalizing and whether this
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essentially the same cars, with some cosmetic differences, made in the same factories, but sold under different names. So too are Sunny and Scala, or Vento and Rapid. Welcome to the strategy of crossbadging , or selling the same car under different brand names - a concept new to India, but used for decades in the United States and Europe to boost sales. "Automobile makers resort to cross-badging to save on engineering, design and product development costs, to achieve economies of scale, to reduce the
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strategies to position itself as a mainstream jewelry brand and differentiate itself from the competitors, in the Indian jewelry market. GoldPlus, on the other hand which was launched nine years after Tanishq had entered the jewelry market, is also a subsidiary of the same holding company, which is targeted towards serving the customers which Tanishq was not serving, plain wedding jewelry in rural and semi -urban market. Tanishq, first started as a brand name for jewelry watch of Titan, was targeted towards
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INDIAN INSTITUTE OF MANAGEMENT INDORE Marketing Management–II Case Analysis Mountain Man Brewing Company: Bringing the brand to Light Section C - Group 01 Introduction The case focuses on the concept of Line Extension in the context of Mountain Main Brewing Company. The background emphasizes on the dilemma of the protagonist as to whether or not to introduce a new product line by en-cashing on the existing brand value. Case Facts: Existing
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decision of whether or not to launch a new light beer. Many believe that this decision will cause the company to lose loyal customers, but Prangel sees the potential to tap into another target market. MMBC is successful because of the beer’s strong brand loyalty, distinct customer base, effective marketing, unique taste, and higher than average alcohol content. The problem facing MMBC is that its sales are declining, due to substitute products, health concerns, tax increases, and consumer preference
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