...Marketing and Rebranding Marketing Like all other organizations within the health care industry, Novant Health has taken great strides in marketing their company. Novant Health promotes their business through the usage of billboards, television commercials, newpaper articles and ads, magazine ads, brochures, as well as public events and initiatives. Because of such great strides, in 2009, Presbyterian Healthcare, Novant Health, and ABZ Design Group were nationally recognized for advertising and marketing excellence in the 26th Annual Healthcare Advertising Awards, sponsored by Healthcare Marketing Report. Of the awards, the organization brought home Best of Show, four Gold, four Silver, one Bronze, and seven Merit awards (ABZ, 2009). Billboards and Television Commercials Locally, you can find Novant Health Billboards on Interstate 40 going both east and west bound, as well as in and around the metropolitan areas of Winston-Salem and Charlotte. When it comes to television commercials, Novant Health has a broad range of topics that each commercial covers. Recently, Novant Health showcased their extended office hours, convenient locations, and their new video doctor visits within their commercials. One in particular featured former NBA star Michael Jordan. Video Doctor Visits The Video Visits program is the latest of the series of initiatives that Novant Health has used to embrace technology and offer their patients and alternative to the usual face to face...
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...UNDERSTANDING CORPORATE REBRANDING: AN EVOLUTION THEORY PERSPECTIVE Alexander C. Tevi, M.Sc. Faculty (Marketing Communications) School of Media and Communication Pan-African University 3, Ahmed Onibudo St. Victoria Island Lagos Nigeria 00234 802 300 2328 alextevi@yahoo.com Olutayo Otubanjo, PhD Senior Lecturer (Marketing) Lagos Business School Pan-African University Km 22 Lekki Epe Expressway Ajah, Lagos, Nigeria. 00234 808 608 6816 totubanjo@lbs.edu.ng Electronic copy available at: http://ssrn.com/abstract=2197664 Abstract Purpose: This paper seeks to create an epistemologically grounded understanding of the causes and process of corporate rebranding via the lens of the theory of evolution by natural selection. Approach: A review of the factors that trigger corporate rebranding, as reported in academic literature, is made. Following the review, a case is made for the absence of an epistemologically grounded understanding of why firms rebrand. Consequently, the theory of evolution by natural selection is brought forward as a platform for the development of a new model that explicates the causes and process of corporate rebranding. Findings: A new model anchored on the theory of evolution by natural selection, and a new definition of corporate rebranding is advanced. Essentially, the model offers epistemologically grounded reasons for ascendancy of corporate rebranding in the environment. Limitations: This is a conceptual paper – meaning that the model suggested in this...
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...1 ACCENTURE: REBRANDING AND REPOSITIONING A GLOBAL POWER BRAND1 INTRODUCTION Andersen Consulting was established in 1989 when the consulting practice of the accounting firm Arthur Andersen separated to form an independent business unit. Andersen Consulting faced the extremely difficult task of positioning itself in the Information Technology market space while simultaneously forging a separate identity from its accounting heritage. The business challenge was to retain the positive aspects of the brand equity developed over decades as Arthur Andersen, yet break away from the limitations associated with an accounting brand. What was notable was that before its inception, Andersen Consulting was generating almost $1 billion annually in revenue, yet wasn’t well known in the information technology marketplace. And to those who did know them, they were often thought of accountants, and not up to the task of delivering innovative technology solutions. In order to bridge this gap, Andersen Consulting used extensive market research to create a brand and naming strategy that would establish immediate credibility in the “consulting” arena, while at the same time leveraging all of the positive aspects with the Arthur Andersen brand. Market research also helped form the strategy for successfully launching the new name and positioning. In order to build a new identity, Andersen Consulting set a groundbreaking precedent by using sophisticated marketing strategies coupled with the professional...
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...HOW TO RE-LAUNCH A PRODUCT SUCCESSFULLY SHREYA. S. PUNTAMBEKAR MBA- I MARKETING B ROLL NUMBER: 36264 CONTENTS 1. INTRODUCTION………………………………………………………………..3 2. CURRENT SCENARIO………………………………………………………...4 3. THE PRODUCT LIFE CYCLE………………………………………...……..6 4. THE MARKETING MIX AND ITS IMPORTANCE…………………...8 5. SO WHY RE-LAUNCH?.......................................................................12 6. PRODUCT FAILURES…………………………………………………………16 7. PRODUCT TAMPERING……………………………………………………..31 8 THE STEPS TO RE-LAUNCH 8.1 STP ANALYSIS……………………………………………………………….34 8.2 THE RIGHT USE OF PUBLIC RELATIONS……………………..…36 8.3 ADAPT TO CHANGE………………………………………………….…...37 8.4 THE RIGHT USE OF PUBLIC REPLATIONS………………………38 8.5 REDESIGNING THE PRODUCT-THE WHAT & HOW…………41 8.6 THE FINAL STEP-THE RELAUNCH………………………………….44 9. CONCLUSION…………………………………………………………………….46 10. REFERENCES…………………………………………………………………..47 1. INTRODUCTION Many people think of a product launch as an event, something that happens with a big bang. The purpose of a product launch is to build sales momentum. A winning product launch delivers sales momentum for your company. But there are very few companies who get it right. A wrongly directed product launch can hamper it to the extent of having to take that product off the market completely. Sometimes, sudden changes in the market also hamper the biggest...
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...1. Introduction In this analysis, we are comparing 2 companies, namely CapitaLand and Automobile Association of Singapore (AASingapore). The core businesses of CapitaLandare hospitality and real estate financial services, having its footage in both Asia Pacific and Europe. It is one of Asia's largest real estate companies, with its’ headquarter located in Singapore(“About CapitaLand”, 2014, para 1)1. Automobile Association of Singapore (AASingapore) is a leading motor association which serves its members mainly in roadside recovery services and providing other services(“About AA”, 2008, para 2)2. 2. Evaluate The Opportunities, Threats, Strengths And Weaknesses Of The Organisations Using Strategic Models In order to analyse the two significantly different organisations, an evaluation on their external & internal environments was made using various strategic models to compare and contrast their opportunities and threats they face, as well as their strengths and weaknesses. 2.1 An Organization's External Environment (Coulter, 2013)3 2.1.1 General Environment The general environment, according to Coulter (2013)3, includes economic, demographic, socio-cultural, political-legal and technological sectors. Each of these aspects is evaluated to determine if an opportunity or threat is posed to CapitaLand and AA Singapore. An Organization's External Environment (Coulter, 2013) 3 a. Economic The growing affluence of both the Singapore and China market, which...
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...UNIT I INTRODUCTION ------------------------------------------------- Understanding Brand - What is a Brand? Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies make”. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance about the characteristics that make the product or service unique. A strong brand is a means of making people aware of what the company represents and what its offerings are.To a consumer, brand means and signifies: * Source of product * Delegating responsibility to the manufacturer of product * Lower risk * Less search cost * Quality symbol * Deal or pact with the product manufacturer * Symbolic device | | Brands simplify consumers purchase decision. Over a period of time, consumers discover the brands which satisfy their need. If the consumers recognize a particular brand and have knowledge about it, they make quick purchase decision and save lot of time. Also, they save search costs for product. Consumers remain committed and loyal to a brand as long as they believe...
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...MINISTRY OF EDUCATION NATIONAL ECONOMICS UNIVERSITY | Case 4 : Sift Cupcake and Dessert Bar | Crafting & Executing Strategy | Group 4 | Nguyễn Hữu Hoàng TCTT55B 11131517 Lê Bảo Trung TCTT55B 11134223 Đặng Xuân Minh TCTT55B 11132620 Lê Trọng Quang TCTT55B 11133260 Nguyễn Như Tiến TCTT55B 11133931 Vương Đức Kiên TCTT55B 11131994 Dương Diệu Hoa TCTT55B 11131416 Đinh Tuấn Hoàng TCTT55B 11131538 Nguyễn Trường An TCTT55B 11130020 Hoàng Tiến Nhật Anh TCTT55A 11130185 Vũ Ngọc Tú ...
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...CHAPTER 1 INTRODUCTION 1.0 Overview In recent years, researchers have identified that the offshore outsourcing of services is starting to become a thriving business area, serves as a tool for maintaining and increasing the competitiveness and also an important asset of international growth strategies of many service firms. Bryborn & Jantell (2005) states that every now and then there is a boom of interest in cutting operating costs and every time there is a different ways of how it is done. In the 1990’s, the trends used to cut costs were re-engineering of business processes. However, in the early 2000’s, after the economical downturn, there was a similar trend to reorganize business processes and the trend was called offshore outsourcing. The major driving force for offshore outsourcing are customers who wants more of everything for less money. In MIDAS Bulletin Oct-Dec 2004 publication mentioned that, “ Malaysia is among the top three contenders for offshoring business in the world according to the 2004 Offshore Location Attractiveness Index compiled by the global management consulting firm A.T. Kearney, sources were quoted. Malaysia is ranked 3rd behind India (1st) and China (2nd) but ahead of Singapore (5th), Philippines (6th) and Thailand (13th). In its report, A.T. Kearney considers Malaysia a “ natural choice” for offshore services in view of its low costs, particularly for infrastructure, the most attractive business environment among emerging...
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...Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) Development in China Wei Hu & Yuanyuan Xie Bachelor’s Thesis 28. 04. 2013 International Business Administration Bachelor’s degree (UAS) SAVONIA UNIVERSITY OF APPLIED SCIENCES THESIS Abstract Field of Study Social Sciences, Business and Administration Degree Programme Degree Programme in International Business Author(s) Wei Hu & Yuanyuan Xie Title of Thesis Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) development in China Date 28.04.2013 Pages/Appendices 53+2 Supervisor(s) Jari Niemelä &Heikki Likitalo Client Organization/Partners McDonald's Corporation & Kentucky Fried Chicken Corporation Abstract McDonald's and KFC are two international fast food restaurants. They both expended their businesses in global scale. It is obvious that McDonald surpassed KFC in terms of sales and fame in international level. However, in China, KFC performs better than McDonald's. The aim of this study is to find out how these two companies developed differently in Chinese market. By making a comparative study of McDonald's and KFC, different operation and competitive strategy theory will be integrated with their development situation. Research is made based on strategy theory, Internet sources and interviews. The thesis is started with general information, Chinese fast food industrial situation introduction and thesis structure. After having introduced the two companies background, we illustrated strategy...
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...Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) Development in China Wei Hu & Yuanyuan Xie Bachelor’s Thesis 28. 04. 2013 International Business Administration Bachelor’s degree (UAS) SAVONIA UNIVERSITY OF APPLIED SCIENCES THESIS Abstract Field of Study Social Sciences, Business and Administration Degree Programme Degree Programme in International Business Author(s) Wei Hu & Yuanyuan Xie Title of Thesis Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) development in China Date 28.04.2013 Pages/Appendices 53+2 Supervisor(s) Jari Niemelä &Heikki Likitalo Client Organization/Partners McDonald's Corporation & Kentucky Fried Chicken Corporation Abstract McDonald's and KFC are two international fast food restaurants. They both expended their businesses in global scale. It is obvious that McDonald surpassed KFC in terms of sales and fame in international level. However, in China, KFC performs better than McDonald's. The aim of this study is to find out how these two companies developed differently in Chinese market. By making a comparative study of McDonald's and KFC, different operation and competitive strategy theory will be integrated with their development situation. Research is made based on strategy theory, Internet sources and interviews. The thesis is started with general information, Chinese fast food industrial situation introduction and thesis structure. After having introduced the two companies background, we illustrated strategy...
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...impeded by many factors. Bangladesh, as a Least Developing Country (LDC), faces a reputation challenge which is popularly known as its image problem. Bangladesh has gained the image of a country with too many people, too much poverty, too little resources, too frequent disasters and too little ability to change for better. Recently poor law and order, bad investment climate and Islamic terrorism have killed its image more. To remove all the negative aspects and image surrounding Bangladesh and to make it as a beautiful and prospective country it is highly recommended to branding Bangladesh. To remove all the negative aspect and image surrounding Bangladesh and to make Bangladesh as a beautiful and prospective country it highly recommended to rebranding Bangladesh. Nation Branding: The concept of nation branding was elaborated by Simon Anholt in 1998 through his article “Nation Brands of the 21st Century” in the Journal of Brand Management where he pointed out that “brands create a value that is invisible”. Anholt, a market researcher from the corporate sector, reckons that brand is a “multiplier of value and as such represents a substantial advantage for its owner; it is as good as money in the bank.” It is said that a country cannot be sold like a toothpaste. Thus, nation...
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...Introduction Business SegmentsFedEx ExpressFedEx GroundFedEx FreightFedEx ServicesCorporate Strategy“Compete Collectively, Manage Collaboratively” • 3. Brand Planning AssessmentThe FedEx PositionWho is the target market?“anyone who needs to send something anywhere in the world. Whether it’s the one and only package you'll ever ship in your life or you have 1000 packages to ship every day.” • 4. Brand Planning AssessmentThe FedEx PositionWho are the main competitors?UPS • 5. Brand Planning AssessmentThe FedEx PositionWhat are the points of parity?-Both companies ship packagesBoth online services allow you to track packages, order supplies and pay bills.What are the points of difference?-FedEx has 3 times as many planes-Print and ship from anywhere services-FedEx has been known to update technology more frequently than UPS • 6. Brand Planning AssessmentThe FedEx PositionFast Forward MovingPrecise • 7. Brand Planning AssessmentKey Marketing ActivitiesAlliances with NFL, NBA, FedEx cup, FedEx racing, the FedEx orange bowl, and the FedEx field Senior Vice President of International Marketing, Rajesh Subramaniam, said, “FedEx sponsors and associates with several sports that share its attributes of speed, reliability, precision, teamwork and flawless execution.” • 8. Brand Valuation Assessment Building EquityFavorability & Awareness Through Six ElementsMEMORABLEMEANINGFULLIKEABLETRANSFERABLEADAPTABLEPROTECTABLE • 9. Brand Valuation...
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...INTRODUCTION Grace Kennedy was established 88 years ago as a small privately owned trading company. Since that time it has expanded and diversified and become a publicly traded conglomerate with 60 subsidiaries involved in several industries including financial, insurance, remittance, hardware retailing, food processing and food distribution. These subsidiaries are spread throughout the Caribbean and the United Kingdom. In 1995 Grace Kennedy formulated its 2020 vision with the objective to transform itself from a Jamaican trading company to a global consumer group with roots in Jamaica. 2006 saw this vision being broadened as the company undertook a strategic reorganization under the theme “designing Grace Kennedy for the 21st century,” aimed at expanding operations within the Caribbean and internationally improving efficiency, innovation and profitability. Through its subsidiary Grace Foods, Grace Kennedy has established itself as the Caribbean’s largest supplier of Caribbean and other ethnic foods to over 38 countries globally; with retail presence throughout the Caribbean, the United States and the United Kingdom. GK Foods’ culture of innovation over the years has allowed it to respond positively to market adjustments with adjustments of its own in regards to its product offerings and cost saving operations. Grace Foods operates through eleven subsidiary companies and independent distributors selling products including beverages, canned meats and fish, chips, coconut...
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...endeavor to be the one stop shop that offers convenient branch networks as well as innovative products which are efficient and effective. For instance the recent launch of Kingdom Cell Card product where million accounts are expected to be opened by mid next year. AfrAsia Kingdom Zimbabwe Limited plans to raise $200 million through debt capital and offshore lines of credit to further capitalize its operations. The capital will comprise $50 million in debt and $150 million in offshore lines of credit. This additional capital will strengthen its banking subsidiary, Kingdom Bank Limited (KBL) capital adequacies. It has the effect to lower KBL’s risk profile and enhance the bank’s ability to raise more deposits in the local market. The capital will also promote general corporate expansion in line with the group’s growth strategy. The approval of rebranding exercise also serves as a strategy to differently appeal to the market in a new revamped fashion. Kingdom Bank launched an innovative product Kingdom Cell Card. The first bank in Zimbabwe to transform retail banking into a service that is accessible to people from all walks of life anywhere and everywhere. The product assist the under banked and...
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...Executive Summary [pic] Chapter 1: Introduction 1.1 Industry Summary 6 1.2 Company Profile 6 1.3 Brand Personality and Strategy 7 1.4 Line of Flagship Products 8 [pic] Chapter 2: Literature Review and Theoretical Framework 2.1 Literature Review 9 2.2 Corporate Marketing v/s Product Marketing 2.2.1 Corporate Marketing 11 2.2.2 Product Marketing 13 2.3 Definition and Importance of Corporate Image, Reputation & Brand 2.3.1 Corporate Image 14 2.3.2 Corporate Brand 15 2.3.3 Corporate Reputation 15 2.4 Impact of Exogenous Factors on Corporate Image 2.4.1 Effect of Country-of-origin (COO) on Corporate Image 16 2.4.2 Cultural and social influences to Country-of-origin (COO) 17 2.5 Importance of Corporate Communication 2.5.1 Total Corporate Communication Mix 18 2.5.2 Corporate Communication Wheel 19 2.6 Consumer Behavior 2.6.1 Maslow’s Hierarchy of needs 20 2.6.2 Consumer Buying Decision Process 21 2.6.3 Influence of Reference Groups 22 2.6.4 Family Influence on Consumer Behavior 23 2.6.5 Cultural Influence on Consumer Behavior 23 [pic] Chapter 3: Research methodology 3.1 Research Objectives 24 3.2 Methods of Data Collection 24 ...
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