...are not even bothered about Kuljeet(to whom Simran is engaged). He has spent lavishly in his preparation to marriage and became a looser in the end. As a movie it was quite interesting. Imagine what happens when it appeals to real life. In Marketing this type of stealing the show has become a common phenomenon. In the year is 1996, Reebok was the official sponsor of the Games. They've spent quite a bit of money trying to convince the world to buy Reebok shoes and clothing. The Atlanta organizing committee is keeping things hush about who will light the torch. And then, imagine this: Nike CEO Phil Knight parachutes into the Opening Ceremonies, torch in hand, and lights the Olympic flame. The next day, everyone's talking about Nike, and nobody's talking about Reebok. In the same year i.e. in 1996, soft drinks giant Coke paid a fortune for the right to call itself the official sponsor of the World Cup. Rival Pepsi promptly launched a massive advertising blitz, based on the catch-line: Nothing Official About It. The Pepsi campaign captured the public imagination - and Coke, the official sponsor, lost out. In the latest concluded IPL series DLF was the official sponsor but who got business is Kingfisher who was certainly an ambush marketer. The above cases are a simple replica of Dilwale Dulhaniya Le Jayenge. Here the official sponsor represents our Kuljeet...
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...the Kanto plain, in the Toyoda and Sashima districts of Shimosa. He grew up in horse ranching territory, which horses were seen as a high valued item then. After taking over the land that his family had by blood it would come to think that at some point he would get attacked. While heading back home Masakado was ambushed by Minamoto no Tasuku near the borders of Hitachi, Shimozuke, Musashi, and Shimōsa, a place called Nomoto. The ambush and the events that happen during it spark off a series of events that will soon determine Taira no Masakado’s fate. With this being said I’d like to point out that if he hadn’t gotten ambushed it would have never caused such an issue. First off the Emperor in Kyoto did not do much, leaving power in the hands of landowners and provincial governors, most of whom had private armies. Only so they could more efficiently rip off and beat up the people they were supposed to be protecting. But instead people stole, food was scarce, and people had no sense of control besides of what they owned. The reasoning for the ambush some say came from Masakado’s own Uncle. Why his own uncle? Well story tells it that after Masakado’s failure at becoming a police chief of Kyoto, he looked to marry hopefully. At the time, he had himself set on marrying one of his second cousins but her dad (Uncle...
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...In military tactics, a flanking maneuver, or flanking manoeuvre (also called a flank attack), is an attack on the sides of an opposing force. If a flanking maneuver succeeds, the opposing force would be surrounded from two or more directions, which significantly reduces the maneuverability of the outflanked force and its ability to defend itself. A psychological advantage may also be present, as the confusion and threat from multiple directions is often problematic for morale. An ambush is a long-established military tactic, in which combatants take advantage of concealment and the element of surprise to attack unsuspecting enemy combatants from concealed positions, such as among dense underbrush or behind hilltops Penetration of the Center This maneuver involves concentrating superior force at the center of the opposing line in order to punch a hole and then to exploit the gap with a reserve force. This maneuver is usually attempted if flanks are protected by obstacles such as rivers Envelopment of a Single Flank This maneuver involves pinning attacks on the opposing center, sometimes a flank as well, while using mobile forces to try and turn the other flank and roll up the line towards the center. This maneuver is one of the most frequently used. Advantages include the possibility of enveloping a portion of the opposing army and usually offer less risk of disaster than other maneuvers. However, disadvantages still include the risk of a counterstroke against one’s weakened...
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...situation in which a company or product seeks to ride on the publicity value of a major event without having contributed to the financing of the event through sponsorship. What Is Ambush Marketing? Ambush marketing is when a company that hasn’t paid to be a sponsor of an event, gets free publicity by unofficially communicating their brand in places where spectators, cameras or reporters will see them. By purchasing sponsorship, a sponsor seeks to attract the attention that an event generates to its own product. In a typical sponsorship arrangement, a sponsor purchases the sponsorship property rights and does further promotion to draw attention to itself. In “ambush marketing,” another company, often a competitor, intrudes, thereby deflecting attention to itself and away from the sponsor. The term was initially coined to describe the activities of a company that associated itself with an event without paying the requisite fee to the event owner. McKelvey describes it as “a company’s intentional effort to weaken or ambush its competitor’s official sponsorship. It does this by engaging in promotions or advertising that trade off the event or property’s goodwill and reputation, and that seek to confuse the buying public as to which company really holds official sponsorship rights.” An ambush marketer can associate with a major event without large-scale investment in securing rights and thereby fulfil brand awareness and image objectives at low cost benefits usually available...
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...Detergent wars: Nirma, Wheel & Ghari HLL entered India in 1957 and was the undisputed leader in detergent space. Surf was the most selling detergent in India. However in 1980's Surf suffered huge losses at the hands of a new and small firm, Nirma Chemicals. Nirma was launched in 1969 and its primary focus was to create a good, branded product at affordable prices. The product was priced far lower than the market leader - Surf. Nirma caught the attention of the middle-class and lower middle class customers and had such great sales that it evicted HUL's Surf from the No. 1 position in 1985. HLL then had a look at the situation and found that there was a large market segmentation in detergent space and then came up with lower priced Wheel (green) and Rin (blue) detergent powders targeted at different market segments. This segmentation helped HLL regain part of its lost market. This post deals with price wars which are becoming an essential part of business. But a cut in price is the last resort in a price war. We will discuss more on various tactics to fight a price war. I will primarily focus on price wars in the detergent space, will also chip in with more examples as and when suitable. Before i delve into more theories and strategies, lets have a look at some stats and series of events: The detergent market in India can be divided into premium (Surf, Ariel), mid-price (Rin, Henko, Tide) and popular segments (Ghari, Wheel, Nirma, Mr. White). They account for 15%...
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...A STUDY ON CONTEMPARORY MARKETING IN FMCG INDUSTRIES Chapter - 1 Objective: The main objective of taken this topic is that to find out the current marketing strategies adopted by the fmcg industries and that strategies exist only in short time period and very creatively attract to the customer. So to find out how to fmcg industries advertise their product with the help of contemporary concept. INTRODUCTION OF THE TOPIC: The word contemporary means the way to advertise your product in very innovative or creative way that customer can easily aware about the product and that strategy to advertise your product that exist short time period. Outdoor advertision: Out-of-home advertising (or outdoor advertising) is made up of more than 100 different formats, totaling $6.99 billion in annual revenues in 2008 in the USA.[1] Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home. This is in contrast with broadcast, print, and Internet advertising. Out of home advertising, therefore, is focused on marketing to consumers when they are "on the go" in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). Outdoor advertising formats fall into four main categories: billboards, street furniture, transit, and alternative. Social advertising: Social marketing is the systematic application of marketing, along with other concepts and techniques...
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...INTRODUCTION TO MARKETING LAW Text books Varey et al, (2014) New Zealand Law for Marketers, Wellington, LexisNexis CCH Editors, (2007) Sales and Marketing Law in New Zealand. Auckland: CCH. S Frankel (2011) Intellectual Property In New Zealand (2nd edition) Wellington Lexis Nexis C Hawes (ed)(2014) Butterworths Introduction to Commercial Law (3rd edition), Wellington, Lexis Nexis INTRODUCTION Marketing law is a shorthand term for the legal rules, remedies and sanctions that impact on marketing activities. Marketing law has different origins, both statutory and common law There are also strong elements of self-regulation, in particular the Advertising Standards Authority. There are issues of marketing ethics that overlap with legal sanctions. |Ethical but Illegal |Ethical and Legal | |Unethical and Illegal |Unethical and Legal | ISSUES AND THEMES The law regulates the four elements in the marketing mix: Product, Promotion, Price and Place. This paper will concentrate on the first three elements by looking at 3 categories of marketing activities: • Protection for name and image – includes legal issues relating to the name, image, goodwill and reputation of a business. • Statements and representations – including product labelling,...
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...Talk to Your Customers! §Promotion: The coordination of marketing communication efforts to influence attitudes or behavior §Marketing communications purpose: –Inform –Remind –Persuade –Build relationships §Integrated marketing communication (IMC): Process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences –Consumers see the variety of messages from a firm as a whole The Communication Model §Elements of the model: –Source:Firm or person sending a message –Encoding:Transmitting an idea into a form of communication that conveys meaning –Message:Communication in physical form that goes from a sender to a receiver –Medium:Communication vehicle through which a message is transmitted ––Receiver:Individual or organization that intercepts and interprets the message –Decoding:Process whereby a receiver assigns meaning to a message –Noise:Anything that interferes with effective communication –Feedback:Receiver’s reactions to the message Integrated Marketing Communication (IMC) §With IMC, marketers plan and execute communication programs that create and maintain long-term relationships with customers by satisfying needs –IMC unifies all marketing communication tools to send a consistent, persuasive message –IMC is becoming increasingly important §Characteristics of IMC Marketers must understand that IMC: –Begins with the customer –Creates a single unified...
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...Capsule Promotion Mix The target market for an energy capsule would normally comprise of those within the age group of 20-30. The sole purpose of selecting this target audience is due to the fact that they are vibrant community full of zeal to perform. However, with the zeal comes effort which gets replenished and hence energy needs to be revived to ensure that there is no compromise with the performance. ADVERTISEMENT: One of the major competitors to the energy capsule business would be a sound and peaceful sleep. When there is a loss of energy due to tiredness and exhaustiveness, people normally tend to take a nap or sleep. Making use of this idea and promoting a campaign on these grounds would be interesting. Bringing about an ambush marketing strategy in this context would be a great advertisement venture. “Energizing the Sleepy Joes” could be the tagline used where the advertisement would show the transition between a tired sleepy Joe who becomes unaware of his surroundings to an energized and refreshed individual with the help of the tablet. Another advertising strategy that could be implemented is based on the social needs, where an individual could be shown partying the night away and still fit and fine enough to attend office the next day. This could come with the tagline: “When good times are just a capsule away” SALES PROMOTION: Sales promotion is the added impetus to buy and hence there should be a clear perception as to what benefits would a customer get...
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...Advertising role in marketing is to create an image for the company and to drive sales, or services of an organization. Advertising gives marketers the opportunity to reach the public and gain the wanted results. Chapter 15 TYK Question 2 The types of advertising that are most often used are product, institutional, retail and local. Product advertising is an advertising message that focuses on a specific good or service. Ford car commercials are examples of product advertising. Institutional advertising is an advertising message that promotes the activities, personality, or point of view of an organization or company. The BP oil spills clean up commercials are examples of institutional advertising. Retail and local advertising encourages customers to shop at a specific store or use a local service. Action plumbing heating and air uses local advertising to advertise the service of drain cleaning. Chapter 15 TYK Question 10 M-commerce is the promotional and other e-commerce activities transmitted over mobile phones and other mobile devices it is prevalent in Europe and Asia slowly but surely m-commerce is making its way to the United States. Text messaging is replacing traditional phone calls because of convenience and cost savings. M-commerce messages can reach specific types of consumers. Groupon, Nokia, Nestle, Mens health magazine and Mcdonalds all are beginning to use more and more M-commerce Chapter 16 TYK Question 3 Sponsorship marketing is a public relations...
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...Marketing Strategy Marketing Analysis Customers Needs (Rational & Emotional), Problems, Benefits Decision Making Process (DMP) What makes Customer move from one stage to another? Selling Process matches Buying Process Decision Making Unit (DMU) Initiators, Gatekeepers, Influencers, Deciders, Controllers, Buyers, Users Company Goals, Core Competence, Resources, Organization, Weaknesses Revenue & Margin, Market Share & Growth, Cost of Learning New Skills Competitors What/Who will the consumers compare us to? What are the strengths/weaknesses of rival offerings? How will competitors react? Collaborators Who can help us? What can they do for us? Can they capture sufficient value? Are there conflicts? Context Trends: Economy, Industry, Culture, Technology Government Role & Regulations Creating Value Market Segmentation Geographic (nations, regions, cities) Demographic (age, family size, occupation, education, gender, income) Psychographic (lifestyle, personality, values) Behavioral (product knowledge, usage, loyalty, attitude, benefits) Target Market Selection Customer Attractiveness of Segment to the Company Size, Growth, Profitability Accessible, Identifiable, Actionable Addressable, Credible Sustainable Attractiveness of Company to Segment Interested in what we have to offer Product/Service match their needs/wants/goals Company Operation: Can deliver product/service reliably Marketing: Can carry out marketing plan credibly Competitors Not serving the segment adequately or not in...
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...according to APA. < The Marketing Sponsorship Strategy> Hughes, G., & Fill, C. (2003). Marketing Communications 2005-2006 (Revised Edition ed.). Routledge. < Sponsorship for Business > Nufer, G. (2013). Ambush Marketing In sport (Illustrated edition ed.). Routledge. < The Business of Sponsorship> John M.Amis,T.Bettina Cornwell (2005) Global Sport Sponsorship: Sport Commerce and Culture,Berg. ii.Describe where and how you found the source:Give the search engine/metacrawler, the search terms, the options for advanced searching (Booleaans searching) and the source. I found all sources in the library of Utrecht University and on Internet as well. My Search engine is Google Browse. Search Terms The first article Type of sponsorship The Second article Type of sponsorship in business The third article Type of sponsorship and market share iii. Discuss (make arguments) the quality of the source. The First Article : a . Author, institution and Reputation The first Author : Graham Hughes Graham Hughes is Lecturer Emeritus in Liturgical Studies at United Theological College and Academic Associate at the School of Theology, Charles Sturt University, Sydney. He is the author of The Place of Prayer (1998), Beyond our Dreaming (1996), Leading in Prayer (1992) and Hebrews and Hermeneutics (CUP, 1981). The second Author : Chris Fill Chris Fill is Principal Lecturer in Marketing Management at the University...
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...buy additional rights. http://www.ft.com/cms/s/0/439afd42-1b96-11e3-b678-00144feab7de.html#ixzz3aguLbOXp When hundreds of thousands of protesters chanted Vem pra rua, vem! (“Come to the street, come!”) across Brazilian cities in June, executives at Fiat probably could not believe their ears. The slogan had been the centrepiece of the Italian carmaker’s advertising campaign, launched only the month before, part of its most expensive marketing project in the Latin American country this year. More ON THIS STORY Recognition of Latin America increases A love affair with luxury Luxury goods: Designer labels follow rise in wealth Cementos Argos bets on US Colombia: Loyalty is biggest barrier to new entrants ON THIS TOPIC Brazil politics broken, says former leader Hopes & Fears: Cláudia Vassallo Real buffeted by US rates speculation EM Squared Brazil slowdown hits ‘fallen angels’ IN LATIN AMERICAN BRANDS Mexico to unveil revamped global image Start-ups find growth in young Brazil Nike scores from the sidelines with ambush marketing Peru’s ‘improbable’ drink wins out over Coke Sign up now firstFT FirstFT is our new essential daily email briefing of the best stories from across the web While the phrase itself has been used during political movements in the past in Brazil, for the crowds of mainly young protesters who hit the country’s streets this year it was simply recognised as “that slogan from the Fiat ad”. Fiat was not the only company to have inadvertently...
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...Appendix 1: Marketing Terms BSBMKG501B – Identify and Evaluate Marketing Opportunities 1. Marketing Terms: review the following terms; you can type directly onto this document and save your responses. Using the internet you can locate more terms from: 2. http://businessballs.com/market.htm 3. http://www.businessdictionary.com/terms-by-subject.php?subject=2 4. Rix, P. (2011). Marketing: A practical approach. 7th Ed. NSW: McGraw Hill Advertising Non-personal communications paid for by an identified sponsor, using mass media to persuade or inform. Advertising appeal The central idea or theme of an advertising message. Advertising exposure The degree to which the target market will see an advertising message placed in a specific vehicle. Affordability methods An advertising budget based on the residual funds remaining after all other activities are considered and accounted for. Ambush marketing The marketing of goods or services in a manner that gives an individual or a business the appearance of being officially associated with an event when it IS NOT. Approach The first step of the actual sales presentation in which the salesperson tries to learn more about the customer’s needs, create a good impression and build rapport. Attitude A learned way of responding well or not so good to stimuli, people, pictures, objects. Average fixed cost The fixed cost per unit produced, how much does it cost. Bait advertising Advertising a product or service at a special price, then...
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...1. MARKETING Strategies 2. MARKETING Strategies What are marketing strategies? Marketing strategies are a process of using the marketing mix to satisfy and attract consumers to make a profit for the organization. There are many types of strategies such as • Market Scope Strategy • Product Strategy • Promotion Strategy • Pricing Strategy • Distribution Strategy 3. MARKETING Strategies Types of Marketing Strategy There are two levels of strategizings • General Marketing Strategies • Decision Area Strategies 4. MARKETING Strategies General Marketing Strategies Decision Area Strategies • This concept describes • Used to achieve general how marketing will marketing strategies by achieve an objective considering the 4p’s and the 2c’s 5. MARKETING Strategies General Marketing Strategies Can be apart of the following categories: Market Expansion Market Share Growth Niche Market Status Quo Market Exit 6. MARKETING PROCESS Marketing Expansion • Used to grow overall sales • There are two approaches • Grow Sales with existing product • This is done by getting existing customers to buy more, getting potential customers to buy and selling current products in new markets • Grow Sales with New Product • Introduce updated versions of a existing product, introduce products that are extensions of a current product or just introduce products that were not previously marketed 7. MARKETING PROCESS Marketing Share Growth • Used to increase market share of a company • Best way: Take sales away...
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