How Diageo Manages its Brands A case study of Brand Asset Management (BAM) in action Diageo Industry: Global Drinks Site Scope: Brand Asset Management BAM Solution: VYRE Unify Diageo is a UK success story. With a net sales close to £10Bn*, Diageo has 25,000 employees working globally across 180 countries. It is the acknowledged market leader in the global drinks industry and its 370 brands include category leaders and household-name brands such as Smirnoff (vodka), Guinness (beer) and Johnnie
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* 1.0 EXECUTIVE SUMMARY Gillette has been the leading brand in men's grooming industry across the globe. With its wide range of products caters to the premium segment of the men's grooming market. It faces intense competition in the toiletries market whereas the competition in the razor market is not that intense. This case study aims at identifying the problems faced by Gillette in the toiletries market. We have suggested a plan for Gillette toiletries along with other suggestions for
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1. Develop a brand positioning map using the information in the case. In a 2x2 map, plot the different brands including Burt's Bees on what you consider to be the two important/relevant attributes for consumers in this category. Two relevant attributes for consumers in this category are types of product ranging from natural and pseudo-natural to traditional, and brand usage or awareness. Consumers can make the decision based on what they prefer- natural products cost higher than traditional; however
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1. Lux: a) Brand Launching: In 1924 b) Country of Origin: UK c) Founder: Lever Brother (Now know as Unilever) founder William Hesketh Lever and his brother James d) Industry: Soap (Health Care) e) Brand Name origin: The name Lux means ‘light’ in Latin, however the name was chosen from the word word ‘luxury’. 2. Lifebuoy: a) Brand Launching: In 1894 b) Country of Origin: UK c) Founder: Same as of Lux d) Industry: Soap (Health Care) e) Brand Name origin:
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My mission is this simulation is to focus on smaller higher margin and fringe market segment. I am also going to market brands in the largest geographic regions and provide global service to my customers. My relationship with this simulation focused on reactive departments in this simulation. These reactive departments were advertising, human resources and production of my brands, . I considered advertising individual brands ineffective because the fringe markets would be to costly to tap
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Club Med 'The Club Med (A) case is a big-picture case that examines the strategy of an international chain of all-inclusive vacation resorts. It outlines the forces that shape the industry's structure, and presents the particular factors that contribute to Club Med's success. Of critical concern are the potential areas where Club Med can establish a defensible competitive advantage. What are the essential ingredients of Club Med’s service-delivery system? Can the process be appropriated
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BOOST JUICE FRANCHISEE The boost juice Company has its own Mission statement: “To become one of the world’s most famous & loved brands!” To define it Strategic management is the process of formulating and implementing strategies to accomplish long-term goals and sustain competitive advantage. This strategy has various merits, which creates consistent brand image and quality of product. The acquisition growth strategy allows boost to grow faster than normal.in addition it’s a lot easier to finance
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Business Diversification Thomas Wilson Dr. Browder Coates Contemporary Business 29 January 2012 Amazon.com was founded in 1994 and the site went online in 1995. Since then it is the leading online book selling retailer in the USA. In 1997 it diversified from solely a bookstore into selling music, video, downloads, general electronics, apparel, furniture, food, and toys. In addition, Amazon has established separate websites in Canada, the United Kingdom, Germany, France, Italy
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5.18 14-1 Example 5.2: Brand value v. net tangible assets 14-2 Brand values compared to tangible assets 15. Intellectual property rights 5.19 15. Types of intellectual property 5.20 15-1 Trademark 15-2 Patent 15-3 Utility model 15-4 Industrial design 15-5 Geographical indications of source & appellations of origin 15-6 Undisclosed information and trade secrets 15-7 Copyright 15-8 Related rights 15-9 Other rights – Topographies
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J.C Penney, as a retail management, is a succession of American mid-range department stores. The majority of its stores are located in the malls in some suburban districts. In year 2008, the company launched “American Living”, meanwhile, J.C Penney began to sell different kinds of cloth and shoes. Later in the summer of the same year, J.C Penney launched another brand “Linden Street”. In the following years, the company has introduced many brands. This essay will indicate how J.C Penney transforms
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