...Promotion & Brand Image Ruiqi Wang (Ricky) There are two famous “horses” in automotive industry－Porsche and Ferrari. I don’t want to discuss which “horse” is better or faster anymore because millions of supporters of these two brands in the world quarrel with each other in every minute. Today I will share something about a typical promotion & brand image case of Porsche－Cayenne. Cayenne is a mid-size luxury crossover manufactured by Porsche since 2002. As we all know, Porsche is a German automobile manufacturer specializing in high-performance sports cars and supercars. But why Porsche begins to expand its brand in SUV field? As far as I’m concerned, I think there are two main reasons. Firstly, Porsche faces a huge competition with other sports cars brand such as Ferrari, Lamborghini, Maserati and so on. Though Porsche 911 is very competitive, the market share of high class cars is changeless. If Porsche keeps focusing on paying a lot of money on those areas, like increase huge input of technology, it will surely have payment imbalance soon. Secondly, Porsche notices that semi-high-end SUV is very potential. More and more people prefer SUV because of its practical applicability. However, traditional cross country vehicle brand Jeep is too professional for some of customers and Audi and BMW are too much expensive for them. So Cayenne came out and won a lot market share in that area rapidly by its original brand image. It is an effective promotion for Porsche to...
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...[pic] Assessed Coursework COURSE TITLE: MA in Marketing MODULE TITLE: Advertising & Promotion MODULE CODE: MODULE LEADER: STUDENT REF. NO (s). : Kavita Singh STATEMENT OF AUTHORITY: I have read the College Regulations relating to plagiarism and certify that the above piece of coursework is all my own work and do not contain any unacknowledged work from any other sources. Signature: Kavita Singh Submission Date: 11/09/2011 [Word Count: 2750] (Excluding appendices/bibliographies, tables and diagrams) Advertising and Promotions of a customer brand contributes more to its success in creating added values compared to any other individual factor. Executive Summary: This report highlights the importance of advertising and promotions and presents it as one of the most effective tool in an organization’s promotional mix. Creating customer value that effectively leads to customer loyalty is essential and the main mantra to sustain in the current cut-throat competitive market scenario. This study compares various elements of the promotional mix and establishes that the contribution of A&P is indisputably colossal as compared to other factors. Introduction: Today’s business world is immensely powerful and competitive. Customer Relationship and monetary gains are two areas around which businesses revolve. Establishing and maintaining consumer relationships and reaping profits are two business goals. Both are different...
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...Submitted by – Kishore Singh. Submitted to- Q3801, Btech/MBA(I.T.) Lect. Amit Sethi Reg. No. 10806527 AMUL [pic] Company Info Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word Amul is derived from the Sanskrit word Amulya, meaning invaluable. The co-operative is also sometimes referred to by the unofficial backronym: Anand Milk Union Limited. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat. Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products. In the process Amul became the largest food brand in India and has also ventured into markets overseas. Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973-2006), is credited with the success of Amul. The GCMMF is the largest food products marketing organization of India. It is the apex organization of the Dairy Cooperatives of Gujarat. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India. These cooperatives collect on an average 9.4 million litres of milk...
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...Explain the role of promotion for Tesco The role of promotion for any business is important because they need make their product/services aware to everyone. Tesco’s methods using in achieving these affects may vary, depending on their goals, markets and industries. Tesco’s promotions include advertising, sales promotions, sponsorships and other strategies. Tesco’s need to make sure that when promoting products/services they target the correct consumers those who are more likely to buy their product. Increase brand awareness Above the line promotions like television, radio and newspapers help business increase brand awareness. This is because these types of promotions target many people, for example in the UK 84% of the population read the national newspapers. If a brand is seen by people on a regular basis then it will stick in their minds and consumers will know more about the product. When Tesco are selling a new product/service then they will be reaching out to a new market they have to explain to customers what they are offering. Brand awareness can be measured by market, regionally or nationally. It takes a lot of time for businesses to build their brand awareness levels that match established competitors. During special occasions like Christmas and Easter their advertising increases as people tend to buy more during these festive periods so they more they advertise their products the more they will sell. This will increase brand awareness because if they are advertising...
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...Cupcakes are exclusive. To acquire their cupcakes the only way is through their main outlet. As they are a self-created brand, they do not have any franchise outlet nor do they distribute their cupcakes to any related cafes to sell. The type of distribution Twelve Cupcake uses are Corporate VMS. Cupcakes are made directly from the outlet and then sold directly to the consumers. Twelve cupcakes uses visual appeal for their outlet concept. Usually displacing all their cupcakes on the display shelf to show case to consumers when they walk pass the shop. Price Twelve Cupcakes adopts Cost-Based pricing strategies. Setting cost for taking into account the expense delivering, circulating, and offering the item in addition to a reasonable rate of return for effort and risk. It is also adopted the break-even pricing to set price to break even on the costs of production, therefore marking up the price to cover up the cost price used to produce the cupcakes. One of Twelve Cupcakes price adjustment is promotional pricing. Running promotions like seasonal promotion for example leap year promotion, where you purchase 3 cupcakes and you get 1 for free. Another example is SG50, where within 50 mins the cupcakes are sold only at $0.50 each. This promotion was created specially for the country, as it was a unique way to attract more customers. Promotion Where promotion is concerned, pushing means that Twelve Cupcakes focuses on the channel members to promote. Pulling means that they promotes...
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...Using aims and objectives to create a business strategy Using aims and objectives to create a business strategy Introduction Kellogg is the world's leading supplier of breakfast cereal with 39 brands and a 42% share of the UK market. Kellogg's success is achieved through the use of a carefully planned strategy. It sets clear aims and objectives and uses the strength of its brands to help it reach them. Kellogg manages its brands to ensure that each has a unique position in the minds of its customers. This is called product positioning. Kellogg has developed a range of products for the various segments of the UK's £1.1 billion cereals market. Developing aims Kellogg's managers realise that its aim needs to match the expectations of its consumers. Consumers, backed by research and publicity, increasingly want to lead a healthier lifestyle. Kellogg wanted to be part of this debate and to promote the message 'Get the Balance Right'. It also wanted to show that it was a responsible organisation. This idea of corporate responsibility was also built into planning. Its aim – the broad statement of where it wanted to be – was therefore to reinforce the idea of a balanced, healthy lifestyle. Objectives Once a broad aim is set, managers then set specific objectives that can be measured. Objectives need to be SMART, i.e. specific, measurable, achievable, realistic and time related. Objectives were set in three main areas: * encouraging and promoting physical activity for health...
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...SIP Report On ANALYSIS OF SALES & PROMOTIONAL ACTIVITIES IN TIERII CITIES From Ishan Shingne (27) Acknowledgement I take this opportunity to express my profound gratitude and deep regards to my guide E. Anand sir and Hemant Bapat Sir for their exemplary guidance, monitoring and constant encouragement throughout the course of this study. The blessing, help and guidance given by her time to time shall carry me a long way in the journey of life on which I am about to embark. I also take this opportunity to express a deep sense of gratitude to Dr. Gopal Iyengar, Director KIAMS, for his cordial support, in selecting us to be on board on the journey of PGDM with the KIAMS. Table of content Topics Number Page Executive Summary------------------------------------------------------(1) Introduction --------------------------------------------------------------(2) Objective of the stud-----------------------------------------------------(3) Concept -------------------------------------------------------------------(4) Brief about the company------------------------------------------------(5) Methodology followed--------------------------------------------------(10) Result----------------------------------------------------------------------(12) Summary------------------------------------------------------------------(13) Recommendations-------------------------------------------------------(15) Limitations of the study-------------------------------------------------(16)...
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...The marketing is an essential business tool used by marketing professionals in determining a brand’s offering. It is normally described as the four P’s of marketing; the product, price, place, and promotion. However, in some cases, the four P’s have been expanded to incorporate other elements thus making them five or seven P’s with some scholars. The four P’s of marketing will be discussed. Product Product is anything that satisfies a need or wants and can be offered in an exchange in its tangible (good) or intangible (service). The product may either generate a functional or a linking relationship with the prospect. The functional relationship refers to the value of using the product. The product’s value is crucial in the purchasing decision process. The link with the product may be defined by the complementarity between the client and the product. It is the basis of individuals’ interests in the product. If the perceived link lacks in a product, no interest may be derived in the product. The product has several dimensions such as a support system, attributes, and benefits. The support system entails features such as the sales force, advertising, warranty, delivery, promotion systems, and reputation. Attributes include features such as the ingredients, style, quality, brand, and package. There are several benefits that may be derived from a product and such entail functional, psychological, sensory, economic, and social benefits (Belohlavek, 2008, p.15). Price ...
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...Running head: UNIT 3 ASSIGNMENT MT450: Marketing Management Tim Byington Haas Chiropractic Clinic Haas Chiropractic Clinic and the services that they provide is the chosen subject for this paper. The four P’s will be discussed and how they relate to Haas Chiropractic Clinic. They include product (service), place (distribution), promotion and price. The first of the four P’s is product or service. According to the text the product includes “not only the physical unit but also its package, warranty, after-sale service, brand name, company image, value, and many other factors (Winer & Dhar, 2011).” For Haas Chiropractic Clinic this includes the many services they offer, their image as a clinic that is always giving back to the community and the value of their services. At the clinic there are several services that are offered. Obviously, this includes chiropractic care such as adjustments, spinal decompression, Graston and corrective care. They also offer corrective exercises, lifestyle advice, nutritional counseling. The physiological therapeutic procedures include interferential electrical muscle stimulation, ultrasound and mechanical traction (www.haaswellness.com). Haas is constantly finding new ways and continuing to give back to the community. They do this is several way several. One is to have fundraisers for things such as school supplies and coats for kids. This last fall they raise $2500 worth of school supplies. As of now, they...
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...Advertising and Promotion in Business Contents Introduction 1 Requirement 1 1 1.1 The communication process that applies to advertising and promotion: 1 1.2 The organisation of the advertising and promotions industry: 2 1.3 The regulating process of promotion: 3 1.4 Current trends in advertising and promotion including the impact of ICT in case of the advertising and promotion of BMW: 3 Requirement 2 4 2.1) The role of advertising in an integrated promotional strategy for a business or product decisions: 4 2.2) Branding and its use to strengthen a business or product: 4 2.3) The creative aspects of advertising strategy: 4 2.4) The ways of working with advertising agencies: 5 Requirement 3 5 3.1) The primary techniques of below-the-line promotion used by BMW: 5 3.2) other techniques used in below-the-line Promotion by BMW: 6 Requirement 4 6 4.1) An appropriate process for the formulation of a budget for an integrated promotional strategy: 6 4.2) The development of a promotional plan for BMW: 7 4.3) Plan for the integration of promotional techniques into the promotional strategy for BMW or its product: 7 4.4) Appropriate techniques for measuring campaign effectiveness of BMW: 8 Conclusion 9 Reference 10 Introduction Advertising and Promotion is the most common, popular and important word in any business arena. Advertising means one type of business communication which fulfills the public interaction...
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...How to apply the theories: There are many ways to apply these theories to any organization. There are four theories of marketing concept that are called the 4 P's: product, place, price, promotion. An example of the marketing concept is Microsoft. Microsoft Company is an international company that makes many different and good products to satisfy all customers’ needs and to full all organization’s goals. Microsoft’s marketing mix consists of product, place, price, and promotion. Products Microsoft companies offer many new products to their customers that attach them to their products and to let them more comfortable with those products. Microsoft constructs the platforms ahead which other companies manufacture digital platforms. Microsoft is...
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...Unit 7 Assignment Question 1-3 The first question in this assignment is something that we rarely think about when dealing with marketing of a product. The question is that we must explain our communication objectives and the communication channels Arimount will use to influence our target audience. The purpose of promotion for an business be required to run through previous pronouncements to facilitate were made that connected to the objective advertisement, trade name location as fit as the advertising curriculum. The marketing target and point of the business, concerning to a item for consumption is unambiguous announcement assignment correlated in sequence congregate to achieve the promotion echelon that requirements to be talented concerning a exact addressees for a definite era of occasion. Arimount desires to employ marketing and deal promotional combine for exchange a few words its goods to its clientele. The corporation be supposed to also bring into play by enticement advertising to endorse its goods in the highly developed intensity. The lavishness supplies are seen as uncommon and in short supply and its expenditure is energy by coming together of common forces and commerce feature. It is in addition well-known that sumptuousness possessions present a reduced amount of elasticity in situation the charge and consequently could do with to be advertised at elevated fee to a slot sector. Scrutinize that extravagance merchandise are made to order adaptation of support...
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...Assessment task 1 Promotion Plan Aim: The aim of the promotional plan is be the leading Australian provider of business studies to deliver the best quality learning and skills to oversea students particularly India market. Purpose: The main purpose of the promotional plan is to enter into India market and to attract the student to join out courses. Objective: The objective of this promotional plan is to be the leading Australian provider of business studies training for oversea students in the next five year. AITT Service provision: AITT has been providing Diploma courses and business skill certificates to overseas students and will still provide the same courses to the students particularly for India’s market. In this assignment we will be focusing in Diploma of Marketing. The fees structure will be depending on the type of diploma courses that the students will enroll for. For diploma of marketing where AITT will emphasis on promoting will have the following features: * Fees: Rupees 50,000 * Duration: 52 weeks * Award: Diploma of Marketing The benefits of the course will include an opportunity for future career in marketing through developing skills and knowledge. This course will also offers practical understanding of marketing theory, communication as well as developing solutions and reviewing the market performance. Target Groups: Variable | First time students | Repeating | Age | 18-25 | 20-25 | Gender | Males and Females...
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...Marketing Learning Transfer The Four Ps: Controllable Marketing Mix Factors Tools to develop a complete marketing program to reach the target market consumers. Product. A good, service, or idea to satisfy the consumer’s needs. Price: What is exchanged for the product. Promotion: A means of communication between the seller and buyer. Place. A means of getting the product to the consumer. The 4 Ps elements of the marketing mix must be blended to produce a cohesive marketing program. Consumer Purchase Decision Process and Experience The stages a buyer passes through in making choices about which products or services to buy is the purchase decision process. This process has five stages: Problem Recognition. The initial step in the purchase decision, is perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. Information Search. After recognizing a problem, a consumer begins to search for information. First, you may use internal search (scan your memory for previous experiences with product or brand). In other cases you can you external search for information. The primary sources for external information are: personal sources, public sources and marketer-dominated sources. Alternative Evaluation. The information provided might be inadequate because it does not contain all the factors you might consider when evaluating a product. These factors are a consumer’s evaluative criteria. Purchase Decision. Having...
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...1. Explain which of the promotional strategies used by Diesel are above- or below-the-line. Analyze the impact that each approach might have. There are two different types of promotional strategies. One is above the line and the other one is below the line. Above the line is using the media like television, radio to promote your product to a mass audience. Below the line is looking to reach a customer not a whole bunch of people, an example of a below the line is using catalogues, direct mail. An above the line strategy used by diesel is through commercials and billboards. The Television ad of diesel has probably the biggest impact to their company because everyone watches television. When people see their advertisement they will think about the product and if they like it they might go to a Diesel store and buy their products. Another above the line strategy that Diesel uses is music. They now have their own radio station and they sign bands that are unknown and give them a chance to be heard by people. This can help Diesel to promote their company because when the unsigned band becomes famous Diesel will sponsor them when they go to tours and concerts. People who like the band will copy what their wearing and therefore diesel will be able to sell. A below the line strategy that Diesel uses is they have special offers. Customer’s loves special offers, so when they see that Diesel has a special offer, they will go in the shop and possibly buy their products. Another below...
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