...and promotion also known as the four P’s. There’s an additional three P’s which are people, positioning and packaging. The mix also relies on various factors such as competitors and market research. 2- Within promotion of a product or service there are various techniques used by companies to communicate with their target audience, such as above and below the line promotion. Above the line promotion is used to advertise their product to a mass audience using tools such as the mass media and online advertising. However below the line promotion focuses on their target consumer and not so much the mass public. Below the line promotion is more likely to be seen closer to the point of sale on a much smaller scale. A further difference to these types of promotion is that above the line promotion generally used by larger firms as it is more costly whereas below the line promotion is seen to be more cost effective. 3- Redbull is one of the largest international businesses and are known for the exciting brand image and for their sponsorship tactics. Red Bull's international marketing campaign mainly aims at young men and extreme sports. These can be anything from mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating, freestyle motocross and of course Formula 1. Infiniti as a car brand can utilise their sponsor with Sebastian Vettel and Redbull as they are now associated with the Rebull image. Formula...
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...Brand Image in Cola Drinks CASE:Future Cola of Wahaha Group Co.Ltd,China Sun, Jianfei 2010 Laurea Leppävaara Laurea University of Applied Sciences Laurea Leppävaara Brand Image in Cola Drinks CASE: Future Cola of Wahaha Group Co.Ltd,China Jianfei Sun Degree Programme in Business Management Thesis April, 2010 Laurea University of Applied Sciences Laurea Leppävaara Degree Programme in Business Management International Business-to-Business Marketing Abstract Jianfei Sun Brand Image in Cola Drinks; Case: Futre Cola of Wahaha Group Co.Ltd, China Year 2010 Pages 45 In Chinese beverage market, there are three mainly cola brands, Coca cola, Pepsi and Future Cola, these three brand share almost 90% cola market, so that competition is omnipresent ,not only in the consumer market, but also very intensive in business to business market. Business-to-business brand building involves various aspects, for example, attributes of products and services, brand image, brand position, and B2B brand management, Wahaha Co., Ltd as a case company need to build brand image and find a solution on how to be a stronger brand in order to attract more potential customer. The theoretical context of this thesis lies in marketing management. The theoretical emphasis and framework is however in brand management: brand concepts, brand building and brand image. As the study is made in B2B environment the difference between B2B and consumer markets will be specified. The quantitative research...
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...Current Promotion………………………………………………………… 5 2.0 Brand Positioning ‘theory………………………………………………………. 6 2.1 Definition of Brand Positioning…………………………………………. 6 2.2 Explaing Brand Positioning……………………………………………… 6 3.0 Target Market Indication……………………………………………………….. 7 3.1 Geographic Segmentation……………………………………………… 7 3.2 Demographic Segmentation……………………………………………. 7 3.3 Psychographic Segmentation…………………………………………… 8 3.4 Behavioral Segmentation……………………………………………….. 8 4.0 Reference List…………………………………………………………………… 9 1.0 Situation Analysis/Current Marketing Mix 2.1 Current Product Piaget Altiplano is a hand watch with white-gold case and black belt made of leather. Piaget Altiplano encourages the consumer buying by identifying specific product preferred, also can display confidence because the user is wearing a quality product (Elliott, Rundle-Thiele, and Waller 2012, 232). Piaget Also provided total services of watch maintenance, repair and guarantee. Piaget provides many types and models, Piaget needs to satisfy the consumers with different alternative to keep the consumer will not purchase another brand. Piaget Altiplano is mostly used by the people who succeed in career and who are willing to pay a huge amount of payment by knowing a prestige pricing given by Piaget. The consumers will take a long time to find Piaget Altiplano, which is because Piaget Altiplano is a specialty product. There are two types of consumer purchasing characteristics, they are brand loyalty...
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...substantial with COSI and StarKist, consumers had become familiar to seeing the ads and their individual icons. Consumers were very loyal to a specific brand and the loyalty grew out of the familiar icons. Now that the focus has changed to mainly print ads, promotions-in-store, and coupons, there is more to keep the consumer decision making process busy. A product such as canned tuna is not a necessity, and therefore can easily be replaced by another product. There is more competitiveness now that a consumer could just pick a brand because it is the cheapest at a particular store or because they found a coupon in an advertisement. Brand loyalty is no longer being pushed into consumers’ minds through commercial spots. Now, companies are pushing more promotions and discounts to increase sales, but the end result is that for some consumers, each trip to the store could result in a different brand being purchased. Also, consumers are now being reached at home through direct mail advertising such as newspaper ads. A decision could be made before a trip to the store. I believe that consumers would have followed the Hierarchy of Effects Model back before the marketing efforts changed from media advertising. Consumers knew of the brands through their loyalty and preferences over the years that led to purchasing one brand rather than the other brand. Now, consumers follow the AIDA Model. The final purchase...
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...COMPANY PROFILE Wall’s is a United Kingdom-originated food brand covering, owned by Unilever. Wall’s itself is now core to Unilever’s Heartbrand global ice cream business, used currently in China, Hong Kong, India, Indonesia, Italy, Austria, Greece, Jordan, Lebanon, Malaysia, Maldives, Mauritius, Mexico, Pakistan, Poland, Brazil, Romania, Philippines, Qatar, Saudi Arabia, South Africa, Spain, Singapore, Sri Lanka, Thailand, Turkey, United Arab Emirates and Vietnam. However, in some countries like India, most of Wall’s products are not milk based ice cream but rather vegetable fat based frozen desserts. Now under the direction of Maxwell Holt, ice cream production commenced in 1922 at a factory in Acton, London. In 1959, Wall's doubled capacity by opening a purpose built ice cream factory in Gloucester, England. Unilever continues to use the brand for ice cream in the UK. Whilst remaining (2006) the market leader in the UK for individual hand-held products such as Cornetto and Magnum, and value-added multi-portion products designed to be eaten at home, such as Viennetta, the Wall's brand faces severe competition from the major supermarket brands and to a lesser extent from Nestlé (absorbing the Rowntree's and Lyons Maid brands) and Mars spin-off ice cream products. MARKETING STRATEGY Product Strategy Target Market The most important strategy for business is product strategy or calls that heart of marketing. It can’t without this strategy because the business can continue...
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...Does Good Branding Result in Good Sales? Introduction It is all about the Brand, a typical consumer mind speaks when talking about a product. Interestingly, it is not always consistent that a consumer will buy “Branded” products as labelled by the company but in fact buys the products which he/she labels as a “Brand” according to his/her perception and leaves all the companies in search of a magic wand that can propel the sales of their products labelled as a good brand. Hence the million dollar question “Does good branding result in Good Sales?” The paper examines how branding actually resulted or didn’t result in good sales. Before answering the question stated above, let us establish a common understanding of a Brand and consumer perception of the brand and yes it starts with a question. What is a Brand? The simplest answer is that a brand is a set of associations that a person (or group of people) makes with a company, product, service, individual or organisation. These associations may be intentional – that is, they may be actively promoted via marketing and corporate identity, for example – or they may be outside the company’s control. For example, a poor press review for a new product might ‘harm’ the product manufacturer’s overall brand by placing negative associations in people’s minds. As stated by a Branding guru (source unknown) “If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers...
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...small girls. However, after Hello Kitty became hugely popular, Sanrio extended the brand to a variety of other products. Sanrio Company, Ltd., based in Tokyo and with distribution throughout Japan and Southeast Asia, the Americas and Europe. In the Americas today, over 4,000 stores to sell Sanrio character merchandise. This includes Sanrio boutique stores Sanrio merchandise has many different kinds of categories including stationery, school supplies, bags, accessories, room décor, candy, and plush characters. The global toys and games market grew by 2.7% in 2008 to reach a value of $60.8 billion. In 2013, the global toys and games market is forecast to have a value of $69.1 billion, an increase of 13.7% since 2008. Sanrio’s marketing strategy is to raise the sale revenues in the increasing market condition as well as to maintain our loyal customers and attract more male customers; Sanrio will create different kinds of images of products to fit into different range of age, and repackage the old neutral characters such as Badtz-Maru (a male penguin), Keroppi(a frog), Shinkansen (a bullet train) to increase the male market on the seasonal promotion. There are so many competitors in the industry. Therefore, Sanrio’s products must be fresh and various thereby increase the competitiveness. Sanrio’s price strategy is conservative; it sets the price range similar with the main competitors. The promotion budget is around $313000 which includes advertising and...
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...Brand and Corporate Image OMM615: Strategies: Marketing/Advertising/Public Relations An Assessment of Brand and Corporate Image The thought of customers not recognizing a company’s particular brand name or not understanding one's corporate image should spur marketers to act. Marketers by the use of advertising, sales promotion and public relations are able to build brand awareness and a positive corporate identity. In this paper corporate imaging and brand names will be discussed from the marketers point of view with reference to consumer perception. All assertions and suggestions will be supported by scholarly reference. As companies seeks to gain a competitive edge through some means of organizational restructuring and/or innovation, building brand name recognition and corporate image has become increasingly important. Customers identify with brand names and advertisements, which promoted products that made a favorable impression. Corporate image is an abstract concept that has a definite effect on marketing performance since consumers prefer to purchase from companies with reputable corporate images. Brand naming is a concrete concept in that a brand name is something one can see, touch, hear, feel or smell. By seeing and/or hearing and advertisement one can become familiar with a brand name which in turn can build brand's recognition. Corporate imagery is a highly involved mental process that marketers pursue in order to challenge...
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...analysis we did in class, we made the suggestion of not doing the next promotion. The first thing I did after class was adjusting our model in class from three months moving average to a five months moving average, with data from previous two months, current month, and two months after. With this adjustment, the incremental increased a little, but still, I think it’s not attractive enough when taken other factors, such as cannibalization effects, into consideration. Also, as Katz pointed out, “the April-May 1978 promotion had been announced on January 1” (page 14), the relative lower January-February 1978 sales level should not be used to forecast March-May 1978 sales without promotions. In fact, I believe it is the announcement of promotion on January 1st that led to the low sales level in January-February 1978. Retailers would order fewer units prior to the promotion but catch up with more units ordered during promotion period. This should also be considered to cut the attractiveness promotion. Other than the data analysis we did in class, there are a few more reasons I don’t recommend Hartmann to have a price promotion in the following year. First, price promotion will damage Hartmann’s brand image. One of Katz’s principles for Hartmann was to “maintain a prestigious image” (page 2). Since the price promotion itself was not very efficient, why should Hartmann risk its brand image to do it? Second, as Katz said, there are all kinds of...
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...Importance of Marketing and Promotion for Commercial Banks in Bangladesh Prepared for: Dr. M Mosleh Uddin Faculty Member School of Business North South University Acknowledgements: This report has been written as a partial requirement for the MBA Program at North South University in the Summer of 2011. We would like to thank our instructor Dr. M Mosleh Uddin for his help and guidance during the process of writing this report. We would also like to thank him for supervising us and providing us all the necessary information during this study. We would like to thank all the respondents for giving time to fill up the research questionnaire. Finally, We would like to express our gratitude to all the people, who have supported us during the process. Ahmed Wasiful Alam H M Iftekhar Hasan Abstract: The importance of financial intermediaries in the development of the overall economy of the country cannot be described in short. From the inception of civilization the banking sector dominates the economic development of a country by mobilizing the savings from the general people and channeling those savings for investment and thus economic development and growth. With the emergence of banking sector in Bangladesh the government has also come through different activities to reform and revitalize this industry. The issues of marketing and promotion in the banking sector are becoming...
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...distribution outlets: • Kitchen specialty chains (Williams Sonoma) • Local specialty stores, department stores (Macy's) • Mass Merchandisers (Walmart) • Grocer Stores (Kroger) • Direct TV Sales (Home Shopping Network) • Online Retailers (Amazon) • Catalogues (Manufacturers direct mailings) Sales were seasonal- High during May-June (weddings), November-December (Christmas) Implications: Positive: • Widen distribution network, distribution partners need to be increased and they are bound to join and be loyal if adequate trade support is provided • Increase market share of the premium segment, direct competitors like Le Gourmand and Robusto never ran price promotions, this could be a differentiator and increase sales and thus market share. • Customer and retailers believed that this would strengthen the brand and bring in new customers to the premium category (15% customers were willing to...
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...[pic] 1. Background of the Company and the Brand Ollo is a common brand (co-branding) used by two local ISP operators New Generation Graphics Limited (NGGL) and Bangladesh Internet Exchange Limited (BIEL). Both companies have separate independent of each other networks and each customer signs the contract (by signing a registration form) with both. In order to use the worldwide expertise and the latest technologies, maintain high quality standards for the service and customer care both companies joined a group of international telecommunication service providers - MULTINET GROUP, which operates next generation networks in Asia, Africa and Latin America. Ollo is a well known company which initiates the wireless internet service in Bangladesh in October 2011. Their company is one of the biggest internet provider. They will provide their internet service all over Bangladesh in the next few months. Mission & Vision: Ollo’s mission is to provide a good quality internet to Bengali people. They will encourage socially and economically the people of Bangladesh by launching different products and services of wireless internet. Ollo is trying to create Information Technology related jobs all over the country of Bangladesh and several more jobs for other people also. They provide opportunities for the benefit of people and for value added services. The company shall stimulate the economy of Bangladesh by introducing different jobs like marketers, engineers, and many more. Ollo’s mission...
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...Dr. Aubrey R. Fowler III 10 March 2016 As the world of advertising and promotions endures extensive changes in their industries, businesses and companies must keep up with the new trends on how and where customers want to obtain information and learn about those company’s brands. You see advertising everyday, whether it’s a banner inviting you to a local store opening or the company logo you noticed engraved on a pen you borrowed. You may not even notice when you see it, but advertising serves so many different purposes it’s just about everywhere. Marketers started grasping the concept of integrated marketing communication (IMC) in 1990, it’s defined as the process of using a wide range of promotional tools working together to create widespread brand exposure. With IMC becoming the next best thing in effective marketing communication, many traditional forms of advertising and promotions; for instances print ads, are losing their stance to the newer media trends. Because of this, it allows marketers to see the positive effectiveness of promotional products and the opportunities the products will bring to their companies. The decision makers of marketing and promotions with in a business often face the issue of determining how to wisely spend their promotional dollars. Research by Promotional Products Association International (PPAI) states, “Promotional products enhance impressions about both the brand and product, and also contribute to consumer intent to buy”. (Nelson, Kanso...
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...launched its new brand called Jia Duobao. In 1995 the JDB Group gained the right to use the trademark of Wang Laoji, the Chinese Herbal Tea registered by Guangzhou Wang Laoji Pharmaceutical Company Limited. However after seventeen years the two companies fight over the trademark and JDB Group failed in the case. Thus, JDB Group decided to launch a new brand called Jia Duobao, which use the same formula as Wang Laoji (Net Ease 2012). Developing advertising campaigns that are responsive to the changes of new brand is crucial to JDB Group. Consequently, the firm quickly initiated an integrated marketing communication program by choosing a range of communication tools. 2. Overview of the campaign Jia Duobao Advertising Campaign | Advertising | Television, Newspaper and Outdoor Ads | Sales Promotion | Premium, Contests and Mid-autumn Festival Lucky Draw | Events and Sponsorship | London Olympic Event and Sponsorship of the Voice of China | Public Relation | Student Aid and Case Press Release | Internet and Interactive Media | Website, Social media and Online advertising | In order to take advantage of synergy among communication functions, JDB Group integrated various communication tools (Belch and Belch 2012). Table 1 presents a brief summary of those tools. Firstly, several ad campaigns were run to promote the new brand by television, newspaper and outdoor executions. Besides, to quickly occupy market share, JDB Group initiated extensive sale promotion, such as Mid-autumn...
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...Case Analysis for Culinarian Cookware 2006-2010 |Submitted By: |Andrei Grechko | | |Shane Johnston | | |Nakia Lape | | |Kyle McDaniel | | |Kevin Niehaus | | | | Prepared for Ned Jackson, MKT 625 March 28, 2010 Table of Contents Executive Summary Situational Analysis A. Environment I. Economic conditions and trends As evidenced by the case material, the US cookware market experienced growth by generating approximately $3.36 billion in revenues from 2002 to 2006. However, due to economic recession of the recent years (2008-present), cookware market faced new challenges and opportunities. The following developments appear to create several opportunities for cookware manufacturers. Due to slow economy and unemployment, consumers cut back on dining out and defer back to home meals. According to Cookware Manufacturer’s Association (CMA), consumers have re-discovered their kitchen during 2009. Thus, visits to restaurants, carry-outs and frozen entrees have been replaced by meals prepared in the home kitchen. This trend highlights the possibility of increased demand on cookware products. In the foreseeable future, economists predict growth in private and commercial real-estate markets (by 2013). This potential development...
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