...Nathan Cruzen Renan Silva Jonathan Turk MRKT 327 -02 Executive Summary Introduction Old Spice is the most original brand for men’s fragrances. The Shulton Company in 1990 purchased the Old Spice brand. Procter and Gamble strategically repositioned the brand and adapted more diversified products to meet more current demands. , Old Spice is trying to re-brand its image and appeal to a younger audience to increase sales and brand awareness. In order to do this Old Spice needs to reach a new target market of males. These males should age from 18 to 34 year old. Target Audience Men ages 18-34 are interested in using men’s grooming and toiletry products. Positioning: Established in 1937, Old Spice is the leader in the men’s body care and toiletry market. For men who demand superior body care products, Old Spice offers you the highest quality and best-scented body care products on the market. Old Spice will make you smell like the best smelling man in the world. SWOT Analysis Strengths • A very renowned and successful brand. • Strong distribution channel (available in more than 20 countries). • Excellent Product quality. • Strong financial presence in the market. • Affordable pricing of products. • Diversified portfolio of products. • Sales growth is high. • Strong image and Product development Weaknesses * After acquisition, Old Spice could not completely change the consumer’s brand perception of their products. * Market...
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...Chapter 1 Current Multinational Challenges and the Global Economy ■ Questions 1-1. Globalization and the MNE. The term globalization has become very widely used in recent years. How would you define it? Narayana Murthy’s quote is a good place to start any discussion of globalization: “I define globalization as producing where it is most cost-effective, selling where it is most profitable, and sourcing capital where it is cheapest, without worrying about national boundaries.” Narayana Murthy, President and CEO, Infosys 1-2. Assets, Institutions and Linkages. Which assets play the most critical role in linking the major institutions which make up the global financial marketplace? The debt securities issued by governments. These low risk or risk-free assets form the foundation for the creation, trading, and pricing of other financial assets like bank loans, corporate bonds, and equities (stock). In recent years a number of additional securities have been created from the existing securities— derivatives, whose value is based on market value changes in the underlying securities. The health and security of the global financial system rely on the quality of these assets. 1-3. Eurocurrencies and LIBOR. Why have eurocurrencies and LIBOR remained the centerpiece of the global financial marketplace for so long? Eurocurrencies and LIBOR (and there are LIBOR rates for all eurocurrencies) reflect the “purest” of market driven currencies and instrument rates...
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...(Retrieved from http://adland.tv/commercials/nike-flyknit-biomorph-2012-50-usa) Introduction The Nike Flykit Shoes, “5.6-ounce running shoes made from synthetic yarn ingeniously woven together by a knitting machine”(Bloomberg news), is Nike’s product which applies the company’s latest technology known as Flykit. Its debut is on 21st February 2012 in US. For many jogglers, trainers and athletics, this will be the ideal shoes “extremely comfortable, ultra light and best fit”. Since this innovative product is still unfamiliar with Asian or Singapore residents, it is necessary to build an effective marketing plan in order to increase their awareness, meet their needs and wants, and also capture new customer’s value. General background Footwear Industry: The global footwear market is highly competitive and fragmented with a few major companies and many smaller players. (Global footwear market report, August 2009) In 2010, Singapore Footwear Market reached S$635 million. Nike background: Nike, Inc is the world leader in athletic, casual and leisure footwear sales for men, women, and children. Running is Nike’s biggest category, generating $2.8 billion in annual global sales. It operated 232 retail stores internationally in over 200 countries. (http://www.nyse.com/listed/nke.html) Nike’s main competitors are: Adidas AG, Reebok, Puma AG, Asics Corporation and others. Macro environment and significant influences: The recovery of global economy...
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...Origin International Company Marketing Plan Fort Hays State University Shenyang Normal University Spring 2011 Table of Contents Situation Analysis……...........................................................................................3 History of the Company…………………………………………………………3 Mission…………………………………………………………………………..4 Goal……………………………………………………………………………...4 Marketing Environment………………………………………………………….4 Core Competencies ………………………………………………………....4 Controllable Factors…………………………………………………………4 Uncontrollable Factors………………………………………………………5 Target Market Description ………………………………………………………6 SWOT……................................................................................................................12 Marketing Strategies……………………………………………………………..13 Product Description and the Competition……………………………………….13 Placing…………………………………………………………………………...20 Pricing…………………………………………………………………………...23 Promotion………………………………………………………………………..25 Primary research…………………………………………………………….27 Packaging …………………………………………………………………..30 Advertising………………………………………………………………….32 Conclusion…............................................................................................................35 Bibliography…….....................................................................................................36 Appendix ……...........................................................................................................38 Press release………………………………………………………………………38 ...
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...Marketing Mix Clarisa Santiago Marketing/421 April 3, 2013 Instructor Steve Fritzenkotter Elements of the Marketing Mix What are the elements of the marketing mix, the elements are the four P’s. The four P’s include product, place, price, and promotion. These elements are essential for the success of an organization. If any of these elements are missing on a marketing plan the organization’s product might fail. The next couple of paragraphs will describe the elements of the marketing mix. This paper will include Mary Kay has an example of how the four P’s are used in the marketing mix. The book provides a description for the four P’s for the marketing mix but it also talks about the four P’s used by management. The four P’s management use reflects a more accurate modern market. The marketing mix focuses on product, place, price, and promotion. The new management P’s focus on people, processes, programs, and performance. Product as described in the book and in class is a service or article of good that a company supplies to customers. For example Tide detergent offers customers with a detergent that makes cloths look newer for a longer period of time and it also give the cloths a nice smell. Place is described has the area the product is manufactured or where the product is sold to the customers. Price is how much a product is worth and how much the customer is also willing to pay for the product. Promotion is the advertising...
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...Purdue University Purdue e-Pubs Department of Computer Graphics Technology Degree Theses 1-1-2012 Department of Computer Graphics Technology Social Media Marketing in a Small Business: A Case Study Sarah Cox coxsl@purdue.edu Follow this and additional works at: http://docs.lib.purdue.edu/cgttheses Cox, Sarah, "Social Media Marketing in a Small Business: A Case Study" (2012). Department of Computer Graphics Technology Degree Theses. Paper 16. http://docs.lib.purdue.edu/cgttheses/16 This document has been made available through Purdue e-Pubs, a service of the Purdue University Libraries. Please contact epubs@purdue.edu for additional information. Graduate School ETD Form 9 (Revised 12/07) PURDUE UNIVERSITY GRADUATE SCHOOL Thesis/Dissertation Acceptance This is to certify that the thesis/dissertation prepared By Sarah Lynne Cox Entitled Social Media Marketing in a Small Business: A Case Study Master of Science For the degree of Is approved by the final examining committee: Mihaela Vorvoreanu Chair Jonathon Day Judith A. Birchman To the best of my knowledge and as understood by the student in the Research Integrity and Copyright Disclaimer (Graduate School Form 20), this thesis/dissertation adheres to the provisions of Purdue University’s “Policy on Integrity in Research” and the use of copyrighted material. Mihaela Vorvoreanu Approved by Major Professor(s): ____________________________________ ____________________________________ Approved...
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...Introduction to global marketing Question for discussion 1. Expalin the scope for global marketing. * Global marketing is a process of conceptualizing and then conveying a final product or service worlwide with the hopes of reaching the international marketing community. In today business world the scope of global marketing is extending far and wide all over the world. The good and servies developed in one place can be extended to all over the world through global marketing, for eg. Coca-cola which is also the world largest soft drink company in the world has use the benefit of global marketing . In the same way mac donald which is the world largest chain of fast food resturant enjoy the benefit of global marketing. Global markeing is especially important to those companies that provide good and servies that have a universal demand such as automobiles, soft dring and fastfood. Different strategies are implemented based on the region to make the best use of global marketing for example the menu at mac donald varies based on the location of the resturant. The company focuses on marketing popular items within the country. In today world whole range of service industries are involved in global marketing for eg, banks, airlines, hotel chains, consulting companies, major advertising agencies and many more market their service worldwide. So the scope of global marketing is unlimited. 2. How and why does global marketing differ from domestic marketing? * A...
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...model , marketing strategy , product lines reflect the ability to think and act strategically. Excellent Communicator: Todman understood that changes in the decision making process should be supported by transparent and effective communication policy in order to get the buy in of the employees. So , he implemented changes to the communication calendar where meeting were held on monthly basis rather then bi-annual and this is to coop with the fact that decisions need to be made and communicated in faster pace. Analysis and Decision Making Todman looks to be a leader who is knows the business very well. He is able to analyse the situation and able to make critical decisions whenever needed. Decisions were made across the board. Under Markeing, we see...
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...IV) Promotion/Collaboration Advertising Advertising wills occur through a collaborative approach securing an integrated marketing communication across all medias. Identifying Nike FuelBand as the only fitness tracking devices, that has the most accurate measure. The device you can’t live without. The campaign with emphasize the products and how integrates in daily live or our target market group. This will include our partnership with Microsoft Xbox, Kinetic active game users and branching out with large fitness studios like Bally’s. Targeting to this expanded group will defiantly be a huge advantage over competitors. We are integration to all aspects of fitness. We use combination of television advertising, magazine advertising, multimedia presentation, focus on web-based advertising and wellness magazines insert to communicate the message reaching more of are target markets for less money. The implantation of our campaign will corporate technological partners and advertising agencies in order to increase sales in 2013 by 25%. The advertising will included are partnership with game console to really maintain the communication to target market that we are the only fitness device that integrates with every part of their fitness needs to virtual fitness as well. Marketing with the video game industry and fitness giants would be a real advantage over competitors. Sales Promotions Nikefuel band has done extremely well with past promotions. In order to meet revenue goals...
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...WHAT IS MARKETING? Marketing deals with customers. Marketing is the managing profitable customer relationshis. 2 fold goal of marketing - to attract new customers by promising superior value; -keep and grow current customers by delivering satisfaction Today, marketing must be understoodnot in the old sense of making a sale -"telling and selling"- but in the new sense of satisfying customer needs. If the market understands consumer needs; develops products that provide superior customer value; and prics, distribuites, and promote them effectively, there products will sell easily. Marketing: the process by which companies create value for customers and build strong customers relationships in order to capture value from customer relationships. 5 steps of marketing process: companies work to undersand consumer, create value and build trong relationships---> 1. understend the market place and customer need and wants. 2. design a customer-driven marketing strategy. 3. construct an integrated marketing program that delivers superiors value. 4. build profitable relationships and create custumer delight. capture value from customers in return---> 5. capture value from custumers to create profits and customer equity. 1. Understanding the marketplace and Customer needs. Custumer Needs, Wants and Demands. Needs: states of felt deprovation; 1. physical (food, clothing, warmth, safety); 2. social (belonging and affection); 3. individual (knowledge and selfespression) Wants: the form of human...
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...Direct Marketing According to the official definition of the Direct Marketing Association (DMA), direct marketing is an "interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location." While there are many other possible definitions, the DMA captures the four basic concepts that set direct marketing apart from traditional marketing. The notion of interactivity, or one-to-one communication between the marketer and the prospect or customer, is one factor that distinguishes direct marketing keting from general advertising and other types of marketing. Direct marketing makes an offer and asks for a response. By developing a history of offers and responses, direct marketers acquire knowledge of their prospects and customers, resulting in more effective targeting. Measurability also sets direct marketing apart from general advertising and other forms of marketing. Direct marketers can measure the response to any offer. Measurability allows direct marketers to test a variety of lists, offers, media—virtually any aspect of a campaign—in order to allocate marketing resources to the most effective combination of elements. Direct marketing uses a variety of media, including mail, magazine ads, newspaper ads, television and radio spots, infomercials (also television but longer format), free standing inserts (FSIs), and card decks. This flexibility allows direct marketing to provide interactivity and measurability...
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...以前的情况和遇到的问题： In early 1990s, DeBeers ruled the diamond industry (while at one time, it produced 45% of the world’s rough diamond and sold 80% of total supply). Its market dominance enabled its Central Selling Orgainzation to choose whom to sell to, how much to sell, and at what price.(掌控钻石产业，掌握供应链，决定买家，销售量已经价格。) First hit: Collapse of the Soviet Union（苏联解体，重要合同终止）. Second hit: Australian mine terminated contract with DeBeers（合同终止）. Finally: Emergence of Canada as a producer(加拿大大量的矿区都不受DEBEERS控制). Additionally: Antitrust Act prohibited DeBeers’ sales in United States（因为触犯反托拉斯法被禁止在美国进行商业活动）. Publically: A public relations nightmare(公关危机，DEBEERS为了掌控供应链，曾经支持反政府武装) Strategy focus: Supply-side. Controlling large portion of the diamond supply chain.（以往的战略更注重供应端） PEST ANALYSIS Political: () Before the Kimberley treaty, DeBeers was used by some factions to have an indirect control of some countries in conflict area. With time past, DeBeers bit by bit lose his absolutely control position. More and more diamond mining were founded in the world. The output of rough diamonds got a significant decline from 90% to 10%. On one hand, de beers don’t have enough money to buy all of the mining, on the other hand, most of other country’s government prevents de beers to buy their diamond mining, in order to protect local economic. Economic: DeBeers makes alliance with Russia, exploring diamonds with Tanzania, Namibia and so on. De beers put their manufacture factory in some country which...
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...Service quality gap analysis in Indian banks: an empirical study. Abstract: Introduction of Liberalisation Privatisation and Globalisation (LPG) in Indian economy has affected almost all the sectors and industries of the economy. Indian banking industry is no exception to that. The net result of such policy initiatives has been increased competition at the marketplace. The fight for customers has got intensified. Literatures establish a direct link between service quality and marketing performance of banks thus concluding that loyal customer base can only be created through superior service. Hence effectiveness of service quality of banks is largely being tested to forecast the marketing performances of the banks. It has also been seen that degree and effectiveness of service quality has been said to be different in case of public and private sector bank. The paper investigates the service quality gaps existing with the offerings of the leaders of public and private sector banks of India, viz., SBI and HDFC Bank. An attempt has also been made to identify the weak links of select banks and enable the banks to understand the areas of their strengths and weaknesses and work upon to infuse efficiency and effectiveness. Key words : Service Quality, Customer satisfaction, Customer perception, Customer expectation, State Bank of India (SBI), HDFC Bank. Article Type: Report Subject: Banks (Finance) (Quality management) Liquefied petroleum gas (Quality management) Direct marketing ...
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...forward thinking series ‘Evolution of beauty’ Dove Case Study An applied buzz & brand activation research model IS-2007-008 2 ‘Evolution of beauty’: Dove Case Study An applied buzz & brand activation research model Summary / Abstract In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer dynamics remains unknown. Insights in the content and dynamics of these conversations could be very useful to understand the success (or failure) of a campaign however. Traditional approaches also neglect the actions people undertake after having viewed a commercial message, while commercials can be found on sites like YouTube and are shared around the world. This study tests Dove’s viral movie ‘Evolution’ and confirms that measuring indirect exposure as well consumer actions undertaken after ad exposure provides advertisers with new and useful insights. 3 Introduction The consumer 2.0 the cocktail party goes digital Today’s empowered 2.0 consumer is very well informed, strongly connected with peers (and millions of surfers in general), has the ability to unify with them & share ideas but also has the tools to create proper content beyond control of marketers. This consumer is more sceptical, questions many things and uses intelligent ways to see through the facade of marketing...
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...HEADLINE: Financial appraisal report on OMPL aromatics complex project CONTENT: Draft financial appraisal report by SBI Caps on aromatics complex project in Mangalore SEZ xxxxxxxxxxxxxxxxxxxxxxxxxx 1 EXECUTIVE SUMMARY 1.1 Introduction ONGC-Mangalore Petrochemicals Ltd (OMPL) is a company promoted by Oil and Natural Gas Corporation Limited (ONGC) and Mangalore Refineries & Petrochemicals Limited (MRPL) for setting up an aromatics complex at Mangalore in Mangalore 'Special Economic Zone (MSEZ). OMPL will be a private sector company with ONGC and MRPL holding 49% of the equity capital of the company while the balance 51% equity will be offered to Strategic/ financial investors and retail investors. OMPL was incorporated on 19th December 2006 and its registered office is at 7/24, Cunningham Road, Bangalore, India. Authorized share capital of the Company is Rs 2000 crore (around USD 500 million). OMPL is setting up ban aromatics complex in MSEZ adjacent to the existing refinery of MRPL. The plant will produce 913,700 MT per annum of para-Xylene and about 283,100 MT per annum of Benzene. This complex will get its feedstock, mainly naphtha and aromatic streams from the MRPL refinery. OMPL will enter into a feedstock sourcing arrangement with MRPL for continuous supply of naphtha and other streams. The project is expected to start commercial operation by 2012. 442 acres of land for the complex has already been acquired on long term lease basis from MSEZ and site development work...
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