...Web site (www.sloanreview.mit.edu), call or e-mail: Toll-free in U.S. and Canada: 877-727-7170 International: 617-253-7170 e-mail: smrpermissions@mit.edu To request a free copy of our article catalog, please contact: MIT Sloan Management Review 77 Massachusetts Ave., E60-100 Cambridge, MA 02139-4307 Toll-free in U.S. and Canada: 877-727-7170 International: 617-253-7170 Fax: 617-258-9739 e-mail: smr-orders@mit.edu How Social-Cause Marketing Affects Consumer Perceptions A market research technique called conjoint analysis can help managers predict what kind of affinity marketing program is likely to offer the best return on investment for their brand. Paul N. Bloom, Steve Hoeffler, Kevin Lane Keller and Carlos E. Basurto Meza H ow should companies determine the best way to allocate marketing dollars between conventional promotional programs and affinity marketing programs? The former simply stress the benefits of buying a specific brand, while the...
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...are Trustees on the Board who believe that Rosewood is not harnessing the power of their brand. Consequently, they are considering undergoing a corporate branding initiative to improve brand recognition, in order to promote repeat guests, and to cross-sell usage of properties. In order to determine whether this initiative is worthwhile and to provide information for the Board to make a decision, both John Scott and Robert Boulogne would like to calculate the customer lifetime value (CLTV) as a part of the information to provide for the Board of Directors’ meeting. Furthermore, at an estimated operations investment of $1 million per year, not only does this decision carry large monetary considerations, it would also be a complete change in direction for the company in terms of its marketing strategy. John Scott was elected by the Board to the CEO position to take Rosewood into a new direction. Rosewood was suffering from low brand recognition from their guests and oftentimes, some guests were not aware that they were staying a Rosewood hotel. Although some properties experienced 40% of returning guests, only 5% stayed at another Rosewood property, compared to corporately branded hotels this was slightly low since corporately branded hotels experienced 10-15% return guests across the brand. Scott hoped to emulate the AmanResorts strategy where AmanResorts was able to corporately brand their company under one umbrella but adhere to unique characteristics of each of their...
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...www.hbr.org HBR CASE STUDY AND COMMENTARY Should Espoir take its new branding initiative global? Five commentators offer expert advice. The Global Brand Face-Off by Anand P Raman . • Reprint R0306A Espoir Cosmetics wants to make a big splash with a new global branding initiative. What should headquarters do when a country manager says his market will never go for it? HBR CASE STUDY The Global Brand Face-Off by Anand P Raman . COPYRIGHT © 2003 HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION. ALL RIGHTS RESERVED. Natasha Singh was amused to see almost every guest at the black-tie gala sporting the same futuristic sunglasses. It was past 10 pm in Los Angeles, and the party to celebrate the release of the summer’s most anticipated movie, The Grid Revisited, was heating up. Earlier that evening, a select audience had watched the longawaited sequel to the 1998 blockbuster The Grid, and the scene-stealers had once again proved to be the lead pair’s eyewear. In fact, there had been a near stampede when the invitees realized that each of the goody bags of TGR memorabilia contained a pair of the new shades, designed by the legendary Tom Strider. Singh, the executive vice president and global marketing officer of one of the world’s bestknown cosmetics companies, $1.1 billion Espoir Cosmetics, rarely found the time to attend such events. When she wasn’t visiting one of the 75odd countries where the company marketed lipstick and nail polish, she liked to spend...
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...plan, account and people management. Technically proficient in introducing new brands to key accounts by winning and sustaining the Customers, Influencers, Recommenders and Consumers loyalty. Additional capabilities; *Opportunity identification *Ability to work under pressure without supervision and lead team to deliver exceptional results *Proactive and Result oriented with passion and drive to exceed targets *Target segmentation *Communication and Presentation skills *Industry Analysis *Conceptualisation *Product launch *Cross functional team *Channel Planning * Territory and Time Management Techniques * Interpersonal skill & Team Spirit *Computer literate as well as Project and Event Management Techniques. PERSONAL INFORMATION SURNAME: DUNKWU OTHER NAMES: CYRIL ONOCHIE DATE OF BIRTH: 21st JUNE 1978 STATE OF ORIGIN: Delta SEX: Male MARITAL STATUS: Married CONTACT ADDRESS: Animalcare Services Konsult Nig Ltd. Iperu road, Ogere-remo, Lagos-Ibadan expressway, Ogun State. PHONE NUMBER: 08126008638,08056293095 E-MAIL: cyril2002us@yahoo.com , cyril2002us@gmail.com HOBBIES Reading, Music, Playing Chess & Meeting people WORK EXPERIENCE Animal-Care Services Konsult (Nig.) Ltd. National Business Manager(Feeds & concentrate) July 2012 –till date Monitoring and coordinating...
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...Strategic Initiative Paper – Target FIN/370 Strategic Initiative In general, the Target Corporation’s overall strategic plan is to improve the relevance and reliability of its customer experience across multiple channels (in-store, online, mobile and social media), as well as preserve, grow and leverage the Target name and maintain a reputation of satisfying customer needs. Consistent with the overall strategy, Target Corporations plan for 2013, involved a number of strategic initiatives to improve long long-term growth. Included in the initiatives is investments in technology, the opening of 17 new stores, the expansion of store base facilitates to effectively penetrate into its target markets to gain a competitive advantage over its competitors. While looking at expansion opportunities in international markets such as Canada and Latin America through the use of smaller-format stores called City Target. (Target's Strategic Initiatives, 2013). The focus of this paper will be Target Corporations technology initiative. Technology Strategic Planning Initiative As noted above, Target Corp. 2013 annual report discusses several strategic initiatives one of which relates to technology. Target Corp. relies on a computer system to manage inventory, process guest transactions, manage guest data, communicate with vendors and other third parties, service REDcard accounts and summarize and analyze results of operations ("Target Corporation" 2013). Target Corp. business...
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...School as a guest of the International Business Global Speaker series, he says the following ‘They are one of the first companies in South Africa to make a strong commitment to CSR believing that doing good is good business by focusing on environmental sustainability and small business viability’. The Pnp foundation’s vision being ‘to enable South Africans to provide for their own needs while inspiring to better themselves and to contribute to their own communities’ .PnP has an entrenched value system which they consider to render a positive impact on the lives of many South Africans. This is evident in their CSR spend in 2011 of R54.4 million. The Small Business Incubator Project was launched in 2010 is one of their most successful initiatives under the mentorship and guidance of Susan Ackerman-Berman who heads up transformation at Pnp. The objective of the projects is to assist small black businesses whether it is getting their products into the Pnp stores as well as other retail industries or providing a service. They are given the financial assistance as well as guidance in all aspects of the business process such as financial, operational, accounting, safety, employment, marketing and production in an effort to sustain their small business. Their mission is to enhance and develop skills such as teaching techniques of organic farming as well as...
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...of electronic commerce initiatives • Aligning implementation plans with strategies • Deciding which electronic commerce project elements to outsource • Selecting Web hosting services • Using incubators and fast venturing techniques to launch Internet business initiatives • Using project and portfolio management techniques to plan and control electronic commerce activities • Staffing electronic commerce activities Lecture Notes Planning the Electronic Commerce Initiative A successful business plan for an electronic commerce initiative should include activities that will identify the initiative’s specific objectives and link those objectives to business strategies. In setting objectives for an electronic commerce initiative, manages should consider the strategic role of the project, its intended scope, and the resources available for executing it. Linking objectives to business strategies Benefit objectives might include building brand awareness or enhancing existing marketing and promotional programs. Some companies plan to sell products, services, and advertising, whereas others establish online auctions or create virtual communities and Web portals. Other common organizational objectives are related to purchasing functions and supply chain management, as well as improving after-sale support services. No matter which set of strategic objectives an organization selects for its electronic commerce initiative, the cost objectives must...
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...Nokia This is an exciting role for one of the most exciting organisations in the world. Nokia is recognised as one of the world’s of the most loved, most valuable and most trusted brand Nokia is a global leader in mobile communications whose products have become an integral part of the lives of people around the world. Every day, more than 1.3 billion people use their Nokia to capture and share experiences, access information, find their way or simply to speak to one another. Nokia's technological and design innovations have made its brand one of the most recognized in the world. For more information, visit http://www.nokia.com/about-nokia. General Function Manage the internal and external communications function in Vietnam based in Ho Chi Minh. Co-ordinate and implement all communications activities in country. Reports directly to General Manager, Sales & Marketing, Head of Communications, APAC. Main Responsibility Areas Creates communications plan for the country, key messages, positioning materials, collaterals & media events and executes the plan. Advisor to Nokia Vietnam’s management in topics that have an impact on Nokia’s reputation Creates local materials for locally relevant media activities Localises and distributes international media releases, materials Support in Nokia’s key stakeholder relations (operators, customers, partners, developers, industry associations) Media Relations Develop and implement the full media relations strategy for Nokia...
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...Cadbury 1 Executive Summary...................................................3 Message from the Managing Director .............4 Company Summary...................................................5 Summary of Initiatives.............................................. 7 Action Plan & KPI Table..........................................8 Company Contact.................................................... 15 2 This interim National Packaging Covenant Action Plan is issued following the demerger of Cadbury and Schweppes in Australia. After a long and fruitful partnership Cadbury and Schweppes are going their separate ways in 2009. This new action plan provides Cadbury with the opportunity to re-baseline the National Packaging Covenant KPIs based on Cadbury data, and reset our targets. The National Packaging covenant initiatives fit well within our Global Environmental Programme, called ‘Purple Goes Green’. Cadbury has a global target of 10% reduction in packaging as part of our Purple Goes Green commitments. This target has been publicly stated, and programmes to meet the target are subject to ongoing assessments to ensure they are on target. Cadbury has enjoyed significant benefits from a number of good results of initiatives designed to reduce packaging and it’s environmental impacts throughout the supply chain. We are proud of our achievements, including: • The average percentage of Post Consumer Recycled content in our packaging continues to increase, reflecting ongoing...
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...[pic] FACULTY OF BUSINESS MANAGEMENT MARKETING PLAN Program : EXECUTIVE MASTER BUSINESS ADMINISTRATION (EMBA) Course Title : STRATEGIC MARKETING MANAGEMENT Course Code : MKT 750 Prepared For : PROFESSOR DR ROSMIMAH MOHD ROSLIN PREPARED BY: 1. MARDZIYAH BINTI ABDUL WAHAB 2. NURUL AIN BINTI ABU 3. SURAINY BINTI OMAR 4. FAZLIDA BINTI AZIZ 5. NOR MASTURA BT HAMBEROS Contents Purpose of the Marketing Plan 4 Organization Mission Statement 4 Part 2: Situational Analysis 4 Analysis: Current Product(s) 4 Analysis: Current Target Market(s) 5 Analysis: Current Distributor Network(s) 5 Analysis: Current Competitor(s) 6 Analysis: Current Financial Condition 6 Analysis: External Forces 6 Analysis: Summary 6 Part 3: Marketing Strategy and Objectives 6 3.1 Market Segmentation 6 3.2 Five Forces Model 7 3.3 BCG Model 7 3.4 Ansoff Model 8 3.5 Market Competitive Position Model 8 Part 4: Tactical Marketing Programs 9 Tactical Decisions: Target Market 9 Tactical Decisions: Product 9 Tactical Decisions: Promotion 9 Tactical Decisions: Distribution 9 Tactical Decisions: Pricing 9 Tactical Decisions: Additional Considerations 9 Part 5: Controls, Implementation, Marketing Organization and Contingency Planning 10 5.0 Controls 10 5.1 Implementation 10 5.2 Marketing Organization 11 5.3 Contingency Planning 13 ...
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...Brand Management Fundamentals Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. It is not uncommon for a brand manager to be responsible for coordinating activities of specialists in production, sales, advertising, promotion, research and development, marketing research, purchasing, distribution, package development, and finance. Brand managers are therefore seen as the key people behind the success of any brand or product. They are responsible for improving the value of their brands or products, which in turn generates profitable returns for the company and shareholders. Brand management is more than a marketing job. Brand managers are responsible for the overall performance of their brands, which includes managing and developing their brands P&L (Profit and Loss), image and positioning in relation to their competitors. They are the key persons to plan, develop and implement marketing initiatives and activities for their brands or products. Brand managers lead market research efforts to understand customers' perception and behavior and formulate effective marketing strategies to ensure their brands receive maximum visibility and perform better than their competitors. Brand managers are also required to be creative and be updated with latest marketing trends as the job also involves coordinating events, marketing projects and advertisement campaigns for their brands or products. Brand managers work with a wide network...
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...to the required standards he/she will also be disappointed in themselves. In this case Global Consumer Products Company wanted to hire a Brand Manager for their newly developed Baby Soap as it was an urgent need for them. In recruiting a suitable candidate for the job they have came across many problem areas. According to this case company haven't been able to attract potential candidates to fit into the job well and they have conduct interviews in a rush manner. Somehow they manage to hire a candidate who is not suitable for this job and had not been exposed to strategic Management initiatives in his previous job. They haven't given proper induction and involved him in business activities from the first day without familiarized with the systems and processes of the company. His competency level was far below to the required standards. His Branding team members were really disappointed and de-motivated. In this case study I have identify the problem areas and recommended solutions for the problems. The case has been examined by identifying the similar cases as literature review to classify the situation and to analyze how react for this kind of scenario. Problem Statement When consider the case the main problem is not having a Brand Manager for their newly developed Baby Soap Ranges. The Company wants to hire a Brand Manager. It was a very urgent manpower required to be filled. Forecasting future people needs (demand forecasting) haven't done properly in...
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...national florist to create a fan page on Facebook. It used the free page to build relationships with customers and sell selected products, but it spent very little money advertising on the site. In January, however, the company began buying a different kind of Facebook advertisement. “Sponsored stories,” as they’re called, let marketers pay to turn actions people take on Facebook into promotional content. When members click a thumbs-up button to signal that they “like” a product or brand, for example, a simple ad appears on their friends’ pages: “Julia Smith likes 1-800- HYPERLINK "http://www.Flowers.com" Flowers.com .” Those friends can click a Like button on that ad, which then shows up on their friends’ pages, and so on. Thanks in part to those ads, the company now has more than 125,000 Facebook fans, more than twice as many as it had at the start of the year. Now, says 1-800-Flowers president Chris McCann, “We look at Facebook as core to our marketing program.” So do dozens of other major brands, including Ford, Procter & Gamble, Starbucks, and Coca-Cola. Suddenly, large companies are running multimillion dollar ad campaigns on Facebook. Startups, such as the social-game maker Zynga and the daily-deal service Groupon, are mounting similar though smaller campaigns, and so are hundreds of thousands of local businesses, such as fitness salons and photographers. Facebook ads hauled in nearly $2 billion in revenues last year, according to the business information service...
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...information. I feel Intelligence Seeker is on the right track by targeting the seemingly unlimited potential the question is are they providing the context their customers are looking for and need? The sky is the limit with CGM today but developing the means to create the meaning is a complex proposition. The two Pulsebrand reports that were referenced could provide a brand manager many insights into their customers and competitors. Exhibit 4 gives a nice summary of the overall attitudes and interests of your customers and exhibit 5 allows the brand manager to drill into the detail from the customers themselves. Using both reports together could give a brand manager valuable insights about their products, customers, and competition. At a summary level a brand manager can see how their brand measures up against the other products or brands. The reports allow someone to discover their overall customer tones as wells as gain insight into what topics are most often being discussed? From this information you will want to know the what, why, where, and when. Utilizing the information from Exhibit 5 a brand manager will hopefully be able to gather...
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...responsive to consumer demand. For more information please contact: ECR AP follows the Consumer Goods Forum focusing around five strategic priorities – Emerging Trends, Sustainability, Safety & Health, Operational Excellence and Knowledge Sharing & People Development Under operational excellence, one of the initiatives is the OSA working group which is a collaboration between members, Accenture, Unilever and Diageo. For more information please contact: Ivett Katalin Nagy, Executive Director, ECR Asia Pacific ivett@ecr-all.org Alfons Van-Woerkom Alfons.Van-Woerkom@unilever.com Unilever With more than 400 brands focused on health and wellbeing, no company touches so many people’s lives in so many different ways. Our portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. We produce world-leading brands including Lipton, Knorr, Dove, Axe, Hellmann’s and Omo, alongside trusted local names such as Blue Band, Pureit and Suave. Diageo Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer categories. These brands include: Smirnoff,...
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