...the last two decades. To reverse this trend a new brand image is needed. This requires an ambitious new marketing campaign which highlights the new brand image. Creating a new brand image aimed at young people will increase brand loyalty and drive up sales and provides a solution for the foreseeable future. II. CURRENT SITUATION The purpose of this report is to describe a new marketing strategy for J&B, a business struggling with decreasing sales and profits. Analyzing trends and a market analysis help identify problems that need attention and identifies opportunities. Using a functional strategy and scrutinizing the product, price, place and promotion help assess the issues at hand. Symptoms of a downfall include decrease in market share, loss of sales, and decline in taste. III. PROBLEMS J&B struggles in part from poor brand management. The administrative staff changed several times contributing to internal instability. Brown spirits are trend sensitive. The sales of brown spirits fell from 2.1 million cases in 1991 to 975,000 in 1990. Advertising expenses increased from $3.50 per case in 1980 to $6.99 in 1990. The doubled advertising expenses still facilitated a 50% decrease in sales. Brown spirits has an aging consumer segment. In 1978 the average scotch consumer fell between ages 40-50. Dying baby boomers represent a majority of the consumer base. IV. SWOT ANALYSIS Refer to table 1 for SWOT analysis. Core competencies include brand acknowledgement and...
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...Historically, print news has focused on the importance of text and where images have been used, little attention is given to the function of these images in conveying news discourse. However, the relationship between the verbal and the visual deserves further attention. Images have a powerful impact on a viewer’s response towards news and this impact cannot be created by text alone. A critical examination of three recent news events (see appendix) and analysis of the images that they utilise, reveals the communicative functions and the connotative force that is carried in news photography (Bednarek and Caple 2012, pg. 57). By studying these photographs through analytical frameworks, we see that images embody much more than what is depicted within a frame and in fact they “have been worked on, chosen, composed, constructed and treated according to professional, aesthetic and ideological norms” for the purpose of engaging with their audiences (Bednarek and Caple 2012, pg. 57). Prior to our analysis of the three articles, an overview of the analytical frameworks that will be used and their contribution to our understanding of news reporting must be investigated. News articles embody two different semiotic systems, language and image, which share an intersemiotic relationship (Bednarek and Caple 2012, pg. 121). Research of this relationship focuses on the textual strategies deployed in the newsroom to elicit responses from the audience, the words help drive the pictures while the...
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...positioning of real estate projects, there are still identical product design, concept over the transmission of a single theme, and many other issues. In this paper, the real estate market positioning based on the analysis, discusses the real estate market positioning of the specific strategies and elements, combined with practical analysis of the project xx how to conduct effective market positioning. Keywords: real estate market positioning 1, the real estate market positioning analysis (A) positioning the real estate market value analysis Accurate market positioning, and thus lock on its target customers, is a prerequisite for selling real estate. Selling point and positioning are two different things, a clear positioning and selling points can not be called a real selling point. Firstly, accurate market positioning is a prerequisite for selling real estate. Accurate market positioning to identify the target customer is a prerequisite for selling real estate. With accurate market positioning, can be targeted to promote the latter part of real estate, we can target customer groups to develop appropriate marketing strategies. Example, at present more popular in Beijing and other places, single apartments, single target customers for urban white-collar workers, white- collar market position as well as the city built a noble residence. Second, the precise market positioning has a strong market impact. For example, these small single-family...
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...Summary II. EXECUTIVE SUMMARY: 4 III. COMPANY BACKGROUND: 5 IV. SITUATION ANALYSIS 5 A. External Audit 5 1. Industry Overview and Analysis 5 2. PESTLE 6 3. 5 Forces of Porter: 7 B. Internal Audit: 8 1. Marketing Systems 8 2. Marketing Activities 11 C. Portfolio Analysis: 13 1. Ansoff Matrix 14 2. BCG Matrix 15 3. McKinsey: 16 D. Competitive Advantage: 17 E. Analysis Conclusion: 17 V. MARKETING STRATEGY: 18 A. Where do we want to be? 18 B. Segmentation, Targeting and Positioning: 18 1. Segmentation: 18 2. Targeting: 19 3. Positioning: 19 C. Competitive Strategy 20 D. Marketing Mix: 21 1. Product 22 2. Price 22 3. Place: 23 4. Promotion 23 5. People 24 6. Physical Evidence 24 7. Process 25 VI. IMPLEMENTATION: 26 A. Product development and diversification 26 B. Price 27 C. Internationalization and distribution networks: 28 D. Promotion: 28 E. People: 28 F. Budget: 29 VII. CONTROL AND MONITORING: 30 VIII. APPENDIXES 31 EXECUTIVE SUMMARY: Starbucks Corporation, currently the global leader in the coffee business, started off as a coffee bean roaster and retailer in 1971 in Seattle. Since then the firm has established 20,891 stores across 64 countries under the leadership of Howard Schultz. In the last decade, Starbucks has resorted to aggressive expansion making it the leader on the coffee shop market. However, increased domestic competition, recession and rise...
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...industry: Funds have to be allocated wisely and it cannot be afforded to waste and risk any money. In an industry, where the average success rate is approximately 10% and where a lack of tools to measure the potential of a song/artist efficiently is immanent, the task of not wasting money is a difficult one. The industry has to rely on the feelings, ears, guts and experience of its producers. The most popular scientific alternative currently available is the so-called “call-out research”. Depending on the method, this form of research can cost between $5,000-7,000 per song. Internet polling starts at $3,000 and focus research at $10,000 per song. Despite these traditional research techniques, only one out of ten songs that get promoted as a single actually charts. Hit Song Science (HSS) could dramatically alter the business. The test of the software showed, that HSS is able to predict if a...
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...INTRODUCTION Product overview The Canon EOS 600D is an 18.0 megapixel digital single-lens reflex camera, released by Canon on 7 February 2011. It is known as the EOS Kiss X5 in Japan and the EOS Rebel T3i in the Americas. I was one of those who are thinking about getting the very first Digital Single Lens Reflex (DSLR) Camera, when I first laid my eyes on the Canon Kiss X5. At the time, there were only basic features of the product that I could access, based on limited knowledge about technical terms and shooting capacity in Photography. The Canon Kiss X5 is the newest in the Rebel series of cameras that have been produced by Canon, in order to satisfy the demand for great cameras by amateur customers. First we are going to examine the quality of the photos that can be taken. With a DSLR Camera, the quality of images stands beyond the concept of “mega pixels” (often boast about 7 to 10 for regular point shot digital cameras). We can be able to take photos in all lighting conditions with an ISO rating up to 6400 which is expandable to ISO 12800. The camera can also capture video with 1920 x 1080 full HD, is something that lots regular camcorders cannot claim to be able to do. So what makes the gear outstanding among its ancestors (with the same sensor system as the previous model Canon Kiss X4)? Perhaps it is because of the additional new features that can reveal creativity and facilitate the use of customer. By using Basic+, it provides settings whereby we can shoot by...
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...crossing system that can be used to address traffic congestion in a four way junction. The approach is primarily focused on creating a system which dynamically responds to traffic conditions and road users. The system makes use of sensors to detect the presence of a vehicle. A number of these sensors placed accordingly are used to identify the number of vehicles in a particular lane. Based on this input, which is the vehicle line length in a lane the traffic control algorithm implemented in our system takes the necessary decisions. This algorithm determines the lane that should be given the most priority and up to what amount of time. This feature allows maximum efficiency in controlling the flow of traffic. The pedestrian crossing system uses image processing technology to identify the number of waiting pedestrians. When this number reaches a defined value they are given the chance to cross the road. Else after a maximum time limit is exceeded and the required number has not yet gathered the remaining will be given a chance to navigate safely across the road. A count down timer display is used to show the remaining time the pedestrians have. It can be illustrated that the proposed system provides a cost efficient and environmentally friendly method to all road users. I the day to reflect rush hours and normal time, the lights do not have the ability to adjust their own sequence according to varying traffic conditions [1]. Many traffic light systems operate on a timing mechanism...
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...in low resolution video. Our goal is to establish a simple baseline method for human identification based on body shape and gait. Our project describes a representation of the dynamics of human walking action for the purpose of person identification and classification by gait appearance. The outer contour of the binarized silhouette of a walking person is chosen as the basic image feature. This project is also based on face recognition software to obtain recognition in a short period of time interval after the image is searched.. Since there has been significant improvement in the sector of retrieval systems and recognition based on biometric systems the project gains a lot of weightage in terms of research carried out. 1 Introduction 1. INTRODUCTION 1.1 IMAGE PROCESSING: Image Processing is a technique to enhance raw images received from cameras or sensors placed on satellites, space probes, aircrafts, surveillance systems or pictures taken in normal day-to-day life for various applications. Various techniques have been developed in Image Processing during the last four to five decades. Image Processing systems are becoming popular...
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...Vračević Željka University of Banjaluka Faculty of Philology English Language and Literature REPRESENTATIONS OF FEMININITY IN DISNEY CARTOON PRODUCTION: An Analysis of Selected Examples The purpose of this essay is to explore how media, especially Disney cartoons, affect gender, particularly young girls and how the representations of females within the media affect the viewers through stereotypes or ideals to live up too. THE INTRODUCTION (the explanation of media influences and basic notions of women representations in Disney Production) A good deal of feminist writing in the field of culture has been concerned with the representations of gender and of women in particular, and it is claimed that these representations of females reflected male attitudes and constituted misrepresentations of “real women”. Meehan (1983) analyzed the stereotypes into which women are commonly cast on television and the analysis showed that “good women” are, or are expected to be submissive, domesticated and home-centered while “bad women” are rebellious and independent. She concludes that “American viewers have spent more than three decades watching male heroes and their adventures, muddied visions of boyhood adolescence repete with illusions of women as witches, bitches, mothers and imps “. All researches about the media influence give the same conclusion that the mass media is a powerful resource through which viewers develop their...
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...AND DEPTH OF THE MEDIA ON THE TEXTUAL INTERROGATION OF LITERATURE IN ‘MY FATHER’S BLOOD’ NAME: OJEBODE, AYOKUNMI OLADELE DEPARTMENT OF ENGLISH POSTGRADUATE STUDIES IN LITERATURE REDEEMER’S UNIVERSITY, EDE COURSE CODE/TITLE: ENG 871/ LITERATURE AND MEDIA LECTURER: DR. OFURE AITO THE STILL PHOTOGRAPHY AS LITERATURE IN THE 21ST CENTURY USING TY BELLO’S WORKS Introduction “Art is about collecting experiences and expressing them. For me music and photography are similar art forms. I collect experiences, stir them in myself and express it in my own language. Just like my photography, music is my language.” Ty Bello Today people live in a visually intensive society and a world of spectacular and exciting images. They are bombarded with an orderly and continuously stream of visual stimulation from all manner of media every day. They see mediated images more often than they read words. Images sell everything. This paper offers an analytical framework for understanding how still photography is Literature in the 21st Century, using TY Bello’s still pictures. According to Aristotle, “There can be no words without images”. The world is surrounded with mediated images in such a way that has never been witnessed in the history of mass communication. Every era has expressed itself in its own way since the beginning. Antiquity was the time of legends, epics and mythical narratives. During the sovereignty of this era, meaning was constructed with ‘the word’ and its peculiar...
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...Summary. Various anthropometric studies have been conducted in the last decade in order to investigate how different physiological or behavioral human characteristics can be used as identity evidence to prove the individuality of each person. Some of these characteristics are: face, eyes, ears, teeth, fingers, hands, feet, veins, voice, signature, typing style and gait. Since the first biometric security systems appeared in the market, an increasing demand for novel techniques that will cover all different scenarios, has been observed. Every new method appears to outmatch some of its competitors but, at the same time, presents disadvantages compared to others. However, there is still no method that consists a single panacea to all different scenarios and demands for security. This is the reason for which researchers are on a continuous effort for more efficient and generic biometric modalities that can be used in various applications. In this chapter, emerging biometric modalities that appeared in the last years in order to improve the performance of biometric recognition systems, are presented. The presented methods are divided in two major categories, intrusive and non-intrusive ones, according to the level of user nuisance that each system sets off. 1 Introduction Biometric recognition is a well-known research area that aims to provide more efficient solutions to everyday growing human need for security. Biometrics refers to methods that can be used for uniquely recognizing...
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...CLASS OR MASS CASE ANALYSIS A. Executive Summary: Neptune Gourmet Seafood is having issues with what appears to be a temporary problem of excess inventory. Due to new coastal laws, investments in new freezer trawlers and fishing technology, Neptune has increased their average catch size. The demand in high-end market hasn’t been able to catch up with the increasing supply, and Neptune has been struggling with making a decision on how to deplete excess inventory (60 days) of their “Gold Label” branding. My recommendation is to launch a new mass-market product under a different product name to deplete the excess inventory for the short-run, and to capture more of the North American seafood market share in the long-run. Finally, in the future Neptune’s management should better analyze the growth in market demand when making such heavy investments in production. B. Situation Analysis Summary: Currently Neptune Gourmet Seafood is North America’s third largest seafood producer with 4.1% in market share (See Appendix F1) . Known for their high quality, Neptune has a reputation to uphold and caters to offering the best product possible to keep their customers satisfied. Neptune currently markets its product to a variety of customers bringing in revenue from different channels: * 30% of revenue from grocery chains * 33% of revenue from wholesalers * 33% of revenue from suppliers & cruise lines within 250 miles of Fort Lauderdale’s headquarter * 4% of revenue from...
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...IDENTIFICATION According to our analysis, Toyota is lacking corporate identity in its host country. Toyota is experiencing difficulty bridging the gap between its Japanese collectivist culture and the individualist culture of the United States in regards to its marketing strategy. ANALYSIS Toyota’s key challenge is the fact that it is lacking an overall image in the minds of its consumers. Their consumers see them as a product rather than a company. For instance, the CEO has concluded, “no one knows who Toyota is, that it is a faceless organization and doesn’t have a human element in the eyes of the consumer.” This shows that its corporate identity is not currently designed to reflect the company’s leading position in terms of technology and image. Toyota’s second obstacle involves developing this corporate identity without diverting from its Japanese collectivist culture. This culture encourages conformity and group cohesion, while it discourages individually standing out; rather they are more uniform and homogeneous in nature. As such, defining your authentic self and broadcasting it tends to put the Japanese at risk of being separate from, rather than part of the group, which is where the challenge lies. The CEO wants its entire company, the “heroes,” to represent the “face” of the company, not just one single person serving as a representative, as the American individualist culture would. However, the consumers Toyota wants to target in its host country...
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...determine the key strategic issues a number of analysis tools were applied to the case study; they include Porter's 5 forces model and SWOT analysis. Louis Vuitton Moet Hennessy, a luxury goods provider is looking to expand their brand dominance in Japan. In the Japanese, LVMH has to deal with economical and cultural uncertainties, the threat of counterfeit products and the relatively high competition, and finally changing tastes of Japanese consumers. LVMH should use their core competencies and limit their weaknesses to overcome the challenges that face the company in Japan. To face their first challenge of economical and cultural, as well as changing tastes uncertainties, the company can hire new designers to develop Asian inspired products. They could also embed the European way of living into the Asian lifestyle. The challenge of eliminating counterfeit products can be combated by creating a unique shopping experience for LV’s customers, and shutting down large counterfeit operations, by cooperating with Chinese and Korean Government Agencies in reducing counterfeit products. Table of Contents Introduction 4 Weak economy 5 Changing taste 7 Competitors 8 Competition – Porter’s 5 forces analysis 10 Consumer behavior analysis 12 Recommendation 16 Conclusion 19 References 20 Appendixes 22 Appendix 1: For example 22 Appendix 2: Competition – Porter’s 5 forces analysis 23 Appendix 3: SWOT analysis of Louis Vuitton 28 Appendix 4: Case study...
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...Introduction This website plan is a blueprint for the website which includes background, goals, analysis of competitor websites and some other important issues in creating a website. The website is a cake shop called icake, the cake shop which offers purchase online, new advance preview, Member Services, Design cake yourself. Background to the business and business goals * Founded in 2005，our business is about innovating and creating distinctive flavors to satisfy your palate. * In recent years, we have opened several new stores, 20 varieties of cakes available to meet the needs of different consumer groups * Organizes promotional activities, participate in community public service, advertising on popular websites, to gain public recognition, and increase awareness to achieve the maximum business profit Goals of the website, how these fit into goals of the business The web is not just a marketing tool - it's a business tool as well. While it is perfectly okay to have an Internet billboard that simply contains contact information. Even the smallest local business can utilize the power of the Internet to be more efficient and to build revenue. * Build trust with prospects * Grow the client base * Strengthen customer loyalty * Get the jump on competitors * Develop and stay "Top of Mind" * Extend your reach * Diversify: add new streams of income * Through the purchase online, We will delivered fresh...
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