...Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2013, Richard Ivey School of Business Foundation Version: 2013-03-04 On April 26, 2012, Stefan F. Heidenreich walked into the conference center in Hamburg, Germany, for Beiersdorf’s annual stockholder meeting. There, he would officially be introduced as the new chief executive of the NIVEA producer and take the reins in a time of transition and complex challenges. His predecessor, Thomas-Bernd Quaas, was to give his farewell speech in front of 800 shareholders. Quaas had been the CEO for the past seven years and had led the company’s international expansion. The company’s flagship brand, NIVEA, had turned 100 years old last year and consumers around the world were familiar with the cream in the signature blue tin. The expansion was not only geographical but also categorical: a number of innovations had resulted in a broad product range under the NIVEA brand. However,...
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...Marketing of Nivea 1911 was the year NIVEA CRÈME was born. In fact, NIVEA CRÈME required the work of three resourceful men: Dr. Oscar, Dr. Isaac and Prof. Paul, not just one for its development. Dr. Oscar had acquired Beiersdorf in Hamburg from its founder Carl Beiersdorf in 1890. After a lot of research, they developed the first stable grease and moisture cream in the world – NIVEA CRÈME. It contained: 1. Fragile oils 2. Water 3. Glycerine 4. A little citric acid 5. Oil of rose 6. Lily of the valley to give it a fine perfume. Dr. Oscar called his crème NIVEA, meaning snow white because of its color. Shortly after its invention the crème was sold in yellow tin. 1920: As early as the Twenties, the NIVEA brand was associated with youth, freshness and leisure in the sun and in nature. They made their advertisements and lively by using young, attractive and fit women tanning herself in the sun. 1930: In 1930, the NIVEA range was expanded with the addition of NIVEA OIL. The skin oil was usually used by sportspeople and for massage. In their advertisements as well they used masculine model athlete which bought about an attractiveness and youth image in the minds of the consumers. The NIVEA product range had expanded considerably – hairdressers, as well as pharmacists and chemists had now been supplied since the mid-twenties. Between 1929 and 1931, NIVEA launched solid brilliantine, shaving cream, shaving soap, facial toner, hair oil and for the first time – NIVEA SHAMPOO...
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...------------------------------------------------- Chosen Competitor; Beiersdorf AG (NIVEA) SWOT Analysis for NIVEA Strengths * ------------------------------------------------- Strong brand name * ------------------------------------------------- Internationally active * ------------------------------------------------- Availability of multiple language setting on homepage * ------------------------------------------------- Strong appeal on environmental responsibility (animal testing/use of palm oil) * ------------------------------------------------- Customer loyalty – high ratings on net-based markets * ------------------------------------------------- Affordable prices * ------------------------------------------------- Strong distribution network * ------------------------------------------------- Had staff with relevant skills – researchers with the scientific skills to develop products that men want and marketing staff with the skills to help promote these products effectively. * ------------------------------------------------- Have enough financial resources to market a product efficiently * ------------------------------------------------- Large range of products: Skin care (Nivea Visage, Nivea Body, Nivea Sun, Nivea Soft, Nivea for Men), Personal care (Nivea Lip-care, Nivea Shower Soap, Nivea Deo). Strong brand name: NIVEA Creme, the starting point of NIVEA, was created in 1911 by the German company Beiersdorf. At that time it was a breakthrough...
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...Progressive Commercial: Meant to be Together * In the commercials from Progressive, the ads were paid for by Progressive. Progressive’s slant to their commercial is that Progressive insurance makes everything better. If it is the outdoors then Progressive makes being outside more fun and a better time overall. The examples given by Progressive show that if it is fun it is Progressive, this commercial does not concentrate on prices they just concentrate on showing people having fun, I believe that it reflects the believe that if people are having it appeals to more people, especially at this time with the economic problems that everyone is having. Wendy’s Commercial: Wild Berry Frosting * In the commercials from Wendy’s the ads were paid for by Wendy’s. Wendy’s slant to their commercial is that by having a Wendy’s product you can experience a mini vacation. The commercials from Wendy’s once again have the same reflection of society that Progressive’s commercials have, that they make everything more fun. I think that at this moment in time with the economic problems and everything that is happening, people are more apt to go for something that appeals to the light hearted, to their happier moments. 2nd Part I am not skeptical of Giuliani’s credibility as he, as well as every American, knows what happened on 9/11. His sincerity came across clearly and he was in no position to fake the topic, especially since it creates a very strong emotional feedback from almost...
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...corrections as the campaign rolls on. 3. For a start, you can publish the campaign in all countries and territories, and as you progress and your app gets downloads, you can then try selecting target countries. 4. Do some research to find out popularity of your app or service in those countries – check on how similar apps and services have fared in those places. 5. Some countries are generally good when it comes to free and paid apps. They give good ads revenue on free apps and also do well in downloading paid apps, number one on this list is USA and also countries like Turkey, Germany, Spain and Italy have been good to me. 6. Monitor your campaigns periodically. It is good to check on the campaigns at least once a day (daily report) if you have the time. This way you can update the countries and cities, remove the non-performing and add new ones, and even update the ad image and message once in a while. This ensures that your ads are kept exciting and users click through.(improve your CTR). 7. Be careful with funds. Ad campaigns can turn out to be an expensive venture especially with the new payment models introduced by Google recently which collects funds directly from your Credit/debit card directly....
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...Question 9 Explanation: Ad delivery determines how often your ads show throughout the day. After you set your campaign's budget, you have the option to choose one of two ad delivery methods: 1) Standard Delivery (default option) distributes your budget throughout the day to avoid reaching your budget early on. This option is recommended if you want to reach your audience evenly throughout the day, rather than just in the morning. 2) Accelerated Delivery displays your ads more quickly until you run out of budget. So, if your campaign is limited by budget, your ad might stop running earlier in the day. Question 12 Explanation: A client manager will be billed for these accounts via manager order-level monthly invoice Question 15 Explanation: Effective video ads educate and entertain, and also inspire the viewer to act. If your campaign's goal is not just about branding, make sure you communicate to your customers what you'd like them to do, such as visit your store or site, call a phone number, or complete a purchase. Letting people know that they can learn more by clicking "play" usually increases play rates and video interaction rates. * Entice customers to click "play" using rich, sharp colors. * Include a few words to describe your product, service, and/or business. * Boost your play rate with a call-to-action that lets customers know they can play the video to learn more. * Create multiple video ads with different opening image sizes to increase...
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...principles to inform your choices and comments. Please focus your analysis on visual tensions at play in your examples. Narrative tensions like humor and surprise may be also considered as a product of the visuals but should be secondary factors. Acceptable sources for examples include printed ads in magazines and newspapers, static ads on websites, and posters. Unacceptable sources include web banners and ads, videos of any kind, catalogs (inside and out), magazine covers, and websites for the item being promoted. You may scan printed pieces to save as a jpg/png and attach to your response. You may also provide screen shots or urls for print ads that are reproduced online (although, again, web ads are not appropriate). See “File Formats” under Course Content for image size and resolution guidelines. Post your example as a jpg or pdf and answer the following questions about your ad byThursday of week two: * Which elements of the ad fit our definition of low visual tension? Which principles are used (i.e., centering, symmetry, repetition, etc.)? * The low visual tension is location on the edges as the wording stops yet is not symmetrical to both sides. * Which elements of the ad fit our definition of high visual tension? Which principles are used (i.e., contrast, asymmetry, proximity etc.)? * The high visual tension is the woman centralized in the middle breaking up the writing in the background. There is also high tension in the way the letter contour a human...
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...1. Ad hoc (for a particular purpose/temporary) The selection of these five candidates has been done on an ad hoc basis. 2. Bona fide (genuine/real) It is important to prove yourself as bona fide citizen of the country to apply for a passport. 3. Bon voyage (good journey) He went to the airport to bid his friend bon voyage. 4. Elite (a group of powerful/talented people) Our cultural program will attract the elite of the city. 5. Entrepreneur (a person who sets up a business) The Government is providing lot of facilities to young entrepreneurs. 6. Modus operandi (a particular way of doing something) The police took a long time to understand the modus operandi of the criminal. 7. Post mortem (examination after death) The body of the accident victim was sent for post mortem. 8. Per capita (per head) The per capita income in India is still very low. 9. Per annum (per year) The new business is earning a profit of ten million per annum. 10. Millennium (a period of 100 years) Such news is heard once in a millennium. 11. Resume (curriculum vitae) One of the essentials while applying for a job is to prepare a good resume. 12. Vice versa (in the opposite way) We want to translate our literature from French to English and vice versa. 13. Ditto (the same) She looks ditto like her brother and even acts like him. 14. Finesse (delicate skill in guiding relations between people) She is famous for her finesse among her friends. 15. Décor (style of decoration) I was highly impressed...
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...Evaluating Business Communication BCOM/230 During week four, our Learning Team was assigned with writing several business communication reports to several different levels of management within the organization. There was a communication from the Accountant Manager to the CEO, Staff Accountant to peer, Staff Accountant to Sales Manager and Accountant Manager to the Ad Hoc Committee. In the communication from the Accountant Manager to the CEO, the message was conveyed appropriately, the communication was sent in a formal report, which was appropriate for the audience, the communication was appropriate level, the leadership style affected the communication, and the communication was ethically sound and did not share more information than needed. All communications in the report sent relayed the intended messages very well. However, the communication from the Accountant Manager to the CEO is a great example of a formal communication. At first, the communication was going to be sent as a memo, but after careful consideration, a formal report was created instead. This was the best form of communication sent to the CEO due to being the appropriate level for his position within the company. The report was written using very good word choices for the audience. There was not a lot of accounting jargon used or the use of overly big words. The report was well worded for anyone at any reading level to have read. However, well written the report could have had some visible numbers to...
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...Steps for Writing Critiques (from Behrens and Rosen’s Writing and Reading Across the Curriculum, 12th Edition) 1. Introduce. Introduce both the passage under analysis and the author. State the author’s main argument and the point(s) you intend to make about it. Provide background information to help readers understand the relevance of the passage. This background information may include one or more of the following: * an explanation of why the subject is of current interest * a reference to a possible controversy surrounding the subject of the passage or the passage itself * biographical information about the author * an account of the circumstances under which the passage was written * a reference to the intended audience of the passage 2. Summarize. Summarize the author’s main points, making sure to state the author’s purpose for writing. 3. Assess the presentation. Evaluate the validity of the author’s presentation, distinct from your points of agreement or disagreement. Comment on the author’s success in achieving his or her purpose, by reviewing three or four specific points. Base you review on one or more of the following criteria: * Is the information accurate? * Is the information significant? * Has the author defined terms clearly? * Has the author used and interpreted information fairly? * Has the author argued logically? 4. Respond to the presentation. NOW you can respond to the author’s views. With...
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...staff, processes, equipment * The position, size and number of other facilities not belonging to the delivery system * The number of other requirements (entrances, exits, …, elevators) * The space that will be allocated to the above areas Must also be defined: * The steps involved in delivering products or services * The followed sequence * The process routes (Space restrictions must be considered) The features of good layouts * System flow charting * Use of space * Use of equipment * Cost of movement * Health and safety * Aesthetics and the quality of the working environment * Communications * Image and brand Designing Fixed Position Layouts Layout decisions are often made on an ad hoc basis, which reflects the current conditions of the task and situation. Uncertainty factors within layout decisions: * Delays in material shipments * Design alterations...
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... well, never mind that. When are you going to pay me for that bet? Moe : When it rains cats and dogs. [rhetorical analogy] Mack : You mean when you actually take a shower? [rhetorical analogy] You know I won that bet fair and square. A bet is a bet, now give me my $20. Moe : You , I and everyone else who watched the fight knows he was drunk when he got in the ring. Or were you drunk when you watched it? [rhetorical question] Mack : Moe, pay me already. Why you making such a huge problem? It’s only $20. [rhetorical question] Moe : I don’t know about you, but $20 is a lot nowadays, especially how the economy’s going. [circumstantial ad hominem] Mack : Good god, man! [hyperbole] How much is too much for you? [line-drawing fallacy] Jest yesterday you were bragging how the boss gave you a bonus [inconsistency ad hominem]. Moe : I never said such thing! Mack : Yes, you did. Moe : What proof do you have? [misplacing burden of proof] Mack : My memory is like the memory of an elephant. [hyperbole] Moe : Then why couldn’t you remember your wife’s birthday? Mack : That was one time! [question begging] Moe : Yeah well, if I pay you back, Jack would come to me and ask for his money and then Joe will come asking for his money and then that kid I borrowed that quarter from will track me down and ask for his quarter back. [slippery slope] Next thing you know, I’m living in a newspaper fort! [hyperbole] Mack : When will you pay me back then? Moe : Ask me when I get...
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...Terms of Logical Fallacy Mere assertion is when in an argument or debate and you believe you are right even though you have no evidence or proof you are right. An argument would be, my niece went to a Lynard Skynard concert the previous night. She begin telling me all about this concert how great it was, but she could not produce a ticket or any proof she was actually there. Circular reasoning is when you begin with a premises and ends with a conclusion that are the same thing. We all know Emily Dickinson was a poet in the mid 1800’s. We know she wrote and published Poetry. Were those hers words or someone else’s words we do not know? All we know for sure is the poems were published under her name. Ad hominem is when someone speaks mean against someone else that has nothing to do with the argument at hand. My mom will get onto my sister and she will start telling things on other people thinking it will keep her from being punished. It never stopped her from getting her punishment though. Red herring is when you are in a confrontation and you try to avoid the subject or use distraction. A couple has a disagreement the wife seems to keep changing the subject or sends him on an errand to keep from having the conversation for various...
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...EN1420: Module 3 Identifying, Organizing, and Analyzing Your Sources Exercise 3.1: Identify the Logical Fallacies Each statement below contains a logical fallacy. Identify the fallacy and briefly explain, in one or two sentences, why it is an error in reasoning. 1. Mabel is not qualified to lead the school board because she used to drink liquor in her 20s. • Ad hominem: committed by attacking the person who's making an argument, rather than the argument itself. One of the most common fallacies, it is a direct attack on a person's character rather than focusing on his or her arguments. Stating that Mabel used to drink that why she is not qualified it a person attack. 2. A child can be either an athlete or a good student. • Either/Or: An oversimplification that assumingly reduces several alternatives to a mere binary opposition, basically means you only have two choices. You only have two choices of being a athlete or a good student. You can choose to be bad student if you wanted. 3. Any change in health care will lead to socialism; we don’t want to live in a socialist country, so we can’t reform health care. • Slippery Slope (Bad Precedent): assuming that a proposed step will set off an uncontrollable chain of undesirable events. Changing health will lead to socialism is an extreme statement. 4. All teenagers text while they drive; therefore, we should raise the driving age to 21. • Hasty Generalization: drawing conclusions from too little of evidence and often relying...
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...In “Busy Is a Sickness” Scott Dannemiller argues that there is two different types of busyness and why he needs to change his ways because he is taking what he has for granite. The two types of busyness are “busyness with control” which is created by self-created stress and “busyness without control” that usually affects the poor because the have to work multiple jobs to maintain a healthy lifestyle for themselves and family. In “Busy Is a Sickness” Scott describes that his busyness is busyness with control and that he created his own stress by always having the urgency to rush because of a full schedule that he created. Scott gives an example by explaining how he rushes his kids in the morning to eat fast and to hurry so they won't be late...
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