1 Consider brands like Olay Malaysia ©, D’Herbs ©, Maixara © and Revlon © each brand appointing celebrities as their product ambassador. How does the use of celebrity endorsement enhance brand awareness and brand image? 1. Introduction How does the use of celebrity endorsement enhance brand awareness and brand image? First, we need to understand what celebrity endorsement is. Definition of celebrity is an individual who is known to the public (Friedman & Friedman, 1979). Brands like Olay Malaysia
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Case Study 1 Business Problem-Solving Case Soundbuzz’s Music Strategy for Asia-Pacific Question 1 Analyze Soundbuzz and its business strategy using the competitive force models. What strategies did it develop for dealing with competitive forces? Answer The competitive force models have four concepts which are new market entrants, substitute product and services, suppliers and customer. Soundbuzz company in term of product and service, they improving their service by create the technology that
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INTI INTERNATIONAL UNIVERSITY FACULTY OF BUSINESS, COMMUNICATION AND LAW MKT 2103 / MKT2105 – CONSUMER BEHAVIOUR AUGUST 2014 INDIVIDUAL ASSIGNMENT (20%) Analyse the case study given and answer the following questions. While most automobile companies talk about bankruptcy, merger, collapse, and liquidation, Volkswagen AG is posting solid earnings. Based in Wolfsburg, Germany, and Europe's biggest automaker by sales, Volkswagen (VW) managed the global eco-nomic recession well by focusing
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Over the past few decades, Malaysia has experienced both growth and decline economically. Relying mainly on exports, this country is predicted to experience a more stable growth period between the years 2011-2015. GDP is predicted to increase in the future years and investments in the country will be the main factor of this economic growth (Economic Forecast, 2011). With a population of 28.3 million and an expected population growth rate of 1.7%, this country provides an excellent opportunity for
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CASE STUDIES Burger King case study Targeting the Superfan as a means of retaining growth in the fast food market Reference Code: CSCM0246 Publication Date: April 2009 DATAMONITOR VIEW CATALYST After years of poor sales, Burger King has turned its business around and now enjoys healthy business growth. This case study looks at how the company did this by refocusing its marketing towards the Superfan, namely young adult males who have a penchant for fast food. SUMMARY • Diageo was accused
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explain the brand extension evaluation mechanisms, namely the approach of perceptual congruence and group approach. Both approaches have dominated the literature on brand extension through concepts such as similarity, the fit or typicality and have been used to explain the causes of success and failure of specific extensions. However, these approaches have certain shortcomings that limit their use and that lead us to think of new research avenues for a better explanation of the evaluation of brand extension
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Many multinationals believe their future success depends on how well they can master and win in these markets, they project share in their business based in emerging markets will increase 20-50% more in the next decade (Choudhary et. al., 2012). This study aims to reveal the motivations behind the multinationals and how multinationals succeed and fail in emerging markets with reference to relevant theories and examples. Theory of Multinational There are many theories analyzing why firms start to
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RMIT International University Vietnam Subject Code: | BUSM3311 | Subject Name: | International Business | Location & Campus (SGS or HN) where you study: | RMIT Vietnam | Title of Assignment: | Final Report (#2 Assignment) | Student name: | Vu Tran Hoang Anh | Student Number: | S3343719 | Teachers Name: | Dennis Tan | Group Number: | #2 | Assignment due date: | 19.08.2013 | Date of Submission: | | Number of pages including this one: | 19 | Word Count: | 2,697 (Included
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The Coca-Cola Company; and specifically the advertising and promotion of the Coke brand. Table of Contents Overview & Background…………………………………………………………...3 Product Information ………………………………………………...….…………...4 Competitive Review ………………………………………….……………...……...5 Audience Analysis…………………………………………………………………5 Promotional and Media Vehicles Used……………………………………………6 Conclusion ………………………………………………………………….…..…. 7 References…………………………………………………………………………8 Appendix ……………………………………………………
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and processes involved in formulating a marketing strategy including those of market research. MBA ID: Word Count: 1901 A marketing strategy is composed of several interrelated elements. According the definition of marketing strategy by Study Market (2011), it outlines the manner in which the marketing mix is used to attract and satisfy the target market(s) and accomplish organization's objectives. This is quite an encompassing definition of marketing strategy as it touches all the elements
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