Coach Inc Case Preparation By Valentine013 | October 2013 Zoom InZoom Out Page 1 of 3 Coach Inc. Case Preparation: Key Facts: Low cost provider strategy Focused on matching key luxury rivals in quality and styling while beating them on price by 50 percent or more; competitive advantage Multichannel distribution model (indirect wholesales to third-party retailors vs. direct-to-consumer sales. Priorities increase global distribution and improve same-store sales productivity Build market share
Words: 321 - Pages: 2
Seasonality: The chocolate industry is highly seasonal where peak seasons of Easter and Christmas observe a sharp increase in sales. Therefore if externalities affect these periods it can be assumed that performance will be severely curtailed. The recent recession over the Christmas period impaired consumer spending therefore to mitigate the loss of sales it is essential to maximise them over the Easter period 2010. Failure of new products Numerous new product launches have failed over the
Words: 283 - Pages: 2
Branding: Manuscript for Rita Clifton Products are made in the factory, but brands are created in the mind. Topic: Branding 27.08.14 First of all, let me say to all of you what a pleasure it is to be able to be here today. My name is Rita Clifton, and I am here in behalf of Interbrand. And I must say, it is certainly pleasing to see that you young people are studying something so important in this world today. Consider yourselves blessed. Let me start by telling you this great quote
Words: 957 - Pages: 4
Marketing managers are often faced with many decisions on how to best develop a brand. Branding is a focal part of marketing which helps companies distinguish themselves from one another. Today’s marketers are faced with challenges on selecting the best branding strategies; should branding be done using functional marketing and or using physic(emotional) marketing? Marketing is an ever-evolving dynamic process that doesn’t seem to have a one simple cut solution. It’s important for a company to convey
Words: 2241 - Pages: 9
Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions Sandor Czellar1 University of Geneva 1 University of Geneva, Section HEC, 40, boulevard du Pont-d’Arve, 1211 Geneva 4, Switzerland. 00 41 22 705 8114 (tel), 00 41 22 705 8104 (fax), czellars@hec.fr (email). 1 Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions The paper proposes an integrative model of the antecedents and consequences of brand extension
Words: 11112 - Pages: 45
Elements of Brand Equity in Ralph Lauren In the case of Ralph Lauren, the company managed to come up with various brand identifies ranging from logo and symbols, Unique Selling Proposition (USP), brand ambassadors and style among others .These identifiers facilitated in mapping the consumer brain with the main target being creating awareness and brand loyalty The first achievement that the company made was to successfully associate its product with the name ‘Ralph Lauren’. This became the brand
Words: 437 - Pages: 2
Consumer choice of beer is driven by seven main attributes. These attributes are taste, price, the occasion being celebrated, perceived quality, brand image, tradition, and local authenticity. The functional reasons to choose a beer are taste, price, and perceived quality. The emotional reasons to choose a beer are the occasion being celebrated, brand image, tradition, and local authenticity. Some of the self-expressive reasons to choose a beer are tradition and brand image. The importance of these
Words: 655 - Pages: 3
GenMax-Aero Motors As the Director of Business Development at Aero Motors, I have evaluated each of the two possible options to introducing GenMax’s subsidiary, Aero Motors to the North American Market. The first option is the go-it-alone strategy in which we will attempt to penetrate the market with our own brand. The second option is to partner with a local company which will minimize the risk and enable Aero Motors to leverage the partner’s infrastructure and favorable brand image. After much
Words: 1049 - Pages: 5
CHAPTER 1 INTRODUCTION 1.1 Background of the topic In the early 1990s, the market of luxury goods had been increasing in sales. The Boston Consulting Group estimated in the year 2005 worldwide luxury product sales would be $ 840 billion (Truong, Simmons, McColl, & Kitchen, 2008). The reasons for increasing sales were the recovery of thw economy and quality and productivity were improving (Truong et al., 2008). From a few years ago up to now many countries in Europe have been affected by
Words: 3956 - Pages: 16
Taste Test: Part I Following our survey findings that KOI was rated as the best tasting bubble tea among its competitors, we set out to test whether the taste perception of consumers were influenced by brand. In order to do so, we conducted a blind taste test. For our taste test, we used 3 brands of bubble tea which is KOI, Gong Cha and Each-a-Cup as they were associated together most of the times. Our test object was Milk Tea with Pearls as it was the most popular drink for all the three brands
Words: 897 - Pages: 4
