...------------------------------------------------- Table of Contents 1. Executive Summary……………………………………………………....3 2. Situation Analysis .....................................................................................4 3. Analysis of case issues using marketing theory 3.1. The trends in the marketing environment …………………….. 5 3.2. Creating value for customers.......................................................6 3.3. Fitting in with the changing marketing environment...................7 4. Conclusion...........………………………………………………………....8 5. References………………………………………………………………...9 1. Executive Summary In the era of globalization and highly competitive business world, it is the goals and desire of every company to take a good portion of market share for their products in the market place. People in different geographic locations are more connected ever than before with advancement of internet and air travels. Online blogs, YouTube and social networking web sites have changed new socio culture across demographics especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyse the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes company under current market environment...
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...------------------------------------------------- Table of Contents 1. Executive Summary……………………………………………………....3 2. Situation Analysis .....................................................................................4 3. Analysis of case issues using marketing theory 3.1. The trends in the marketing environment …………………….. 5 3.2. Creating value for customers.......................................................6 3.3. Fitting in with the changing marketing environment...................7 4. Conclusion...........………………………………………………………....8 5. References………………………………………………………………...9 1. Executive Summary In the era of globalization and highly competitive business world, it is the goals and desire of every company to take a good portion of market share for their products in the market place. People in different geographic locations are more connected ever than before with advancement of internet and air travels. Online blogs, YouTube and social networking web sites have changed new socio culture across demographics especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyse the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes company under current market environment. Toms...
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...Lane Keller and Carlos E. Basurto Meza How Social-Cause Marketing Affects Consumer Perceptions Please note that gray areas reflect artwork that has been intentionally removed. The substantive content of the article appears as originally published. REPRINT NUMBER 47212 PDFs s Reprints s Permission to Copy s Back Issues Electronic copies of MIT Sloan Management Review articles as well as traditional reprints and back issues can be purchased on our Web site: www.sloanreview.mit.edu or you may order through our Business Service Center (9 a.m.-5 p.m. ET) at the phone numbers listed below. To reproduce or transmit one or more MIT Sloan Management Review articles by electronic or mechanical means (including photocopying or archiving in any information storage or retrieval system) requires written permission. To request permission, use our Web site (www.sloanreview.mit.edu), call or e-mail: Toll-free in U.S. and Canada: 877-727-7170 International: 617-253-7170 e-mail: smrpermissions@mit.edu To request a free copy of our article catalog, please contact: MIT Sloan Management Review 77 Massachusetts Ave., E60-100 Cambridge, MA 02139-4307 Toll-free in U.S. and Canada: 877-727-7170 International: 617-253-7170 Fax: 617-258-9739 e-mail: smr-orders@mit.edu How Social-Cause Marketing Affects Consumer Perceptions A market research technique called conjoint analysis can help managers predict what kind of affinity marketing program is likely to offer the best return on investment...
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...Abstract Sales promotion has been in constantly growth since the 1960’s and have today become one of the key factors in the promotional mix. The methods used have become more sophisticated and an increasing number of companies are realizing the importance of a well structured promotion strategy. The purpose of this thesis is to provide a better understanding on how sales promotion is used in B2B setting. In order to reach this purpose, research questions focusing on the objectives of sales promotion, as well as which sales promotion tools that were used were stated. Based on these research questions, a review of the relevant literature was conducted, resulting in a conceptual framework, which was used to guide this study's data collection. A qualitative, case study approach was used, using interviewing at an industrial company in Sweden as the primary data collection tool. The findings indicate that, although the individual objectives of the tools can be different they can still be used overall to lead to the same overall goal. It was also found that the focus is not always on using sales promotion tools to generate sales, but to improve relationships. As for the tools used, it was found that there are commonly used sales promotional tools in B2B settings. More specifically, gift giving can be deemed inappropriate in certain contexts and should be used carefully. Table of Contents TABLE OF CONTENTS 1. INTRODUCTION .........................................................
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...2011 CAUSE MARKETING Cause Marketing - "Do Well by Doing Good" Executive Summary Companies face challenge to “out advertise” or “out differentiate” its brand when markets are becoming almost undifferentiated. At this time, creating an emotional connection with the customers seems most difficult task at hand. In the market place where customer and societal expectations are changing rapidly requiring constant innovation of new ideas, products and services, strategy and social responsibility provide the shortest route to an organization’s success. Therefore, cause branding provides an effective alternative to enhance brand equity by associating brand with an appealing cause. This project explores effectiveness of cause related marketing strategy and tries to find the answer to the question “How it impact to brand building?” It gives brief introduction to the concept of cause branding, its definition and difference between cause marketing and corporate philanthropy and corporate sponsorships. Then, it tells about the inception of cause marketing, its evolution into cause branding and need for cause related marketing, collected primary data analysis and secondary data examples which benefited from this marketing strategy. Introduction Creating brand equity is the most powerful weapon in a company’s armor to beat the competition. In the fiercely competitive market place of today where customer and societal expectations are changing rapidly requiring constant innovation...
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...Executive Summary In the era of globalization and highly competitive business world, it is the goals and desire of every company to take a good portion of market share for their products in the market place. People in different geographic locations are more connected ever than before with advancement of internet and air travels. Online blogs, YouTube and social networking web sites have changed new socio culture across demographics especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyze the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes company under current market environment. Toms is a shoes company that gives a new pair of shoes to a child in need for every pair of shoes a customer purchases. The company was founded in 2006 by an American entrepreneur who inspired to start a shoes company after his visit to Argentina where he saw shoes giving movement by non-profit organizations. Tom’s shoes have captured the hearts and mind of many customers because its strategies and well executed actions and the company is gradually growing in relatively short period of time. Introduction to the company and industry In 2006, American traveler Blake Mycoskie assisted children in Argentina...
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...REFERENCES Hyllegard, KH, Yan, RN, Ogle, JP & Attmann, J 2010, ‘The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing’, Journal of Marketing Management, vol. 27, no. 1-2, pp. 100-123. Reichert, T 2002, ‘Sex in advertising research: A review of content, effects, and functions of sexual information in consumer advertising’, Annual Review of Sex Research, vol. 13, no. 1, pp. 241-273. Lass, P & Hart, S 2004, ‘National cultures, values and lifestyles influencing consumers' perception towards sexual imagery in alcohol advertising: An exploratory study in the UK, Germany and Italy’, Journal of Marketing Management, vol. 20, no. 5-6, pp. 607-623. Reichert, T, Childers, CC & Reid, LN 2012, ‘How sex in advertising varies by product category: An analysis of three decades of visual sexual imagery in magazine advertising’, Journal of Current Issues & Research in Advertising, vol. 33, no. 1, pp. 1-19. Pathak, S 2011, ‘Clean your balls’ with Axe’s Aaron Calloway’, Fins Sales and Marketing: Your Industry, Your Career. Gould, SJ 1994, ‘Sexuality and ethics in advertising: A research agenda and policy guideline perspective’, Journal of Advertising, vol. 23, no. 3, pp. 73-80. LaTour, MS & Henthorne, TL 1994, ‘Ethical judgments of sexual appeals in print advertising’, Journal of Advertising, pp. 81-90. Pollay, RW 2000, ‘The distorted mirror: Reflections on the unintended consequences of advertising’...
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...Introduction 3 1.1. Examination of Role of Risk Management to Identify, Analyze and Control the Risk 4 1.2. Structures and Activities of Risk Management Functions 5 1.3. Analysis of Main Types of Risk Facing Businesses 6 1.4. Examination of The Key Operations which Expose Businesses to Risk 7 1.5. Appraisal of Different Types of Security Risks 7 1.6. Business Areas Which are Particularly Vulnerable to Security Breaches and Fraud 8 2. 2nd Task 8 2.1. How Various Methods and Techniques are used to Measure and Assess Risk 8 2.2. Analysis of Actions to Manage Risk by Businesses 9 2.3. Identification of Advantages and Disadvantages of a business having Risk Management System 10 2.4. Analysis of Role and Responsibilities of Manager for overall Accountability of Risk Management 11 2.5. Critical Evaluation of Role of Monitoring and Budgeting in Risk Management 12 3. 3rd Task 13 3.1. Impact of External Influences on Managing Operational Risk 13 3.2. Role of Integrated Risk Management for Reducing Impact of External Factors 14 3.3. Analysis upon the Relationship between Risk and Marketing Strategy 15 3.4. Business Areas which are Influenced by Marketing Risk 15 3.5. Use of Benchmarking to Reduce Risk 16 4. 4th Task 17 4.1. Analysis of Link between Crises Management and Contingency Planning 17 4.2. Why Business Continuity Breaks 18 4.3. Evaluation of the Contribution Crisis Management Systems...
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...APPENDIX Marketing Plan Worksheets These worksheets will assist you in writing a formal marketing plan. Worksheets are a useful planning tool because they help to ensure that important information is not omitted from the marketing plan. Answering the questions on these worksheets will enable you to: 1. Organize and structure the data and information you collect during the situation analysis. 2. Use this information to better understand a firm's strengths and weaknesses, and to recognize the opportunities and threats that exist in the marketing environment. 3. Develop goals and objectives that capitalize on strengths. 4. Develop a marketing strategy that creates competitive advantages. 5. Outline a plan for implementing the marketing strategy. These worksheets are available in electronic format on our text's website at www.cengagebrain.com. By downloading these worksheets, you will be able to change the outline or add additional information that is relevant to your situation. Remember that there is no one best way to organize a marketing plan. We designed our outline to serve as a starting point and to be flexible enough to accommodate the unique characteristics of your situation. As you complete the worksheets, it might be useful to refer back to the text of the chapters. In completing the situation analysis section, be sure to be as comprehensive as possible. The viability of your SWOT analysis depends on how well you have...
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...Basic Elements of a Marketing Plan 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance Marketing Mix • The four Ps Product Price Place Promotion The Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Model of the IMC Planning Process Review of marketing plan Analysis of Promotional program situation Analysis of communications process Budget determination Develop integrated marketing communications program Advertising Sales promotion PR/ publicity Personal selling Direct marketing Develop objectives and strategy for each Develop message, media strategy, and tactics Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Internet/ interactive Retail communication planning Retail objectives • The primary objective is to build store traffic. • Retailers also use advertising to: – attract new customers – build store loyalty – increase the average sale – maintain inventory balance – create a sense of urgency Copyright © 2012 Pearson Education 1 8 -5 Retail communication planning Retail targeting • The first concern is geography. – Where do my customers live? – How far will they drive to visit my store? • The next concern is consumer taste. – Offers, merchandise, and advertising messages...
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...t2 INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMIC RESEARCH (2 ICBER 2011) PROCEEDING nd nd A STUDY OF THE RELATIONSHIP BETWEEN MARKETING MIX AND CUSTOMER RETENTION FOR HERBAL COFFEE IN MALAYSIA Dr. Shankar a/l Chelliah, School of Management, Universiti Sains Malaysia, 11800 USM, Penang, Malaysia. shankar@usm.my Chin Kok Kwon Open University of Malaysia, Seberang Jaya, Penang, Malaysia kokkwonchin@yahoo.com ABSTRACT Today, the major problem faced in the Tongkat Ali coffee industry is the ease of market entry which is characterized by many new players frequently entering the market. The industry is highly competitive and the producers are faced with the dilemma of whether to continue to produce and sell at low profits or compete with the many players in the fierce environment as they seek to identify and determine the causes and factors that will lead to increased customer retention to guarantee profits. The purpose of this research is to study the relationship between marketing mix and customer retention for Tongkat Ali coffee. In other words, the study will attempt to identify and link the cause and effect relationship between marketing mix and customer retention for Tongkat Ali coffee. Therefore, many questions need to be answered. What are the product’s attributes sought by consumers? Who are the people that consume the product? When and where do they consume it? How frequent? What factors affect repurchase decisions? Why do they continue to consume? For...
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...Marketing Research (MKTG 311) Dr. Raoul V. Kübler Assistant Professor for Marketing Marketing Research (MKTG 311) Dr. Raoul V. Kübler Assistant Professor for Marketing The Marketing Research Process Session 3 LEARNING OUTCOMES 1. Classify marketing research as either exploratory research, descriptive research, or causal research. 2. List the major stages of the marketing research process and the steps within each. 3. Understand the concepts of theory and hypothesis and the critical role they play in research. 4. Know the difference between a research project and a research program. Marketing Research - Spring 2013 - Dr. Raoul V. Kübler 2 Key ways in which researchers contribute to decision making: 1. Helping to better define the current situation 2. Defining the firm—determining how consumers, competitors, and employees view the firm 3. Providing ideas for product improvements or possible new product development 4. Testing ideas that will assist in implementing the marketing mix strategy for the firm 5. Examining how correct a certain marketing theory is in a given situation Marketing Research - Spring 2013 - Dr. Raoul V. Kübler 5 Types of Marketing Research • Exploratory • Descriptive • Causal Marketing Research - Spring 2013 - Dr. Raoul V. Kübler 6 Exploratory Research • Exploratory Research • Conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities. • Initial research conducted...
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...|Kelompok 1 : |1. Y. Hari Maliantoro (15 2222 102) | | |2. Marselinus (15 2222 115) | | |3. Viviane Theresia (15 2222 117) | | |4. Mayke Prasastia (15 2222 120) | CASE SUMMARY ANALYSIS “ CAUSE-RELATED MARKETING : 3M AS A CORPORATE SPONSOR OF THE CANADIAN BREAST CANCER FOUNDATION” I. LATAR BELAKANG PERUSAHAAN 3M adalah perusahaan fundamental berbasis ilmu pengetahuan yang menghasilkan ribuan produk imajinatif dan menjadi pemimpin dalam sejumlah pasar, dari perawatan kesehatan dan keselamatan jalan raya untuk produk kantor, abrasive dan perekat. kesuksesan perusahaan dimulai dengan kemampuannya untuk menerapkan teknologi yang seringnya adalah kombinasi dari beberapa tekhnologi ke arah yang tak ada habisnya untuk memenuhi kebutuhan pelanggan di seluruh dunia. 3M telah beroperasi di lebih dari 60 negara, dan pada tahun 2008 hasil total penjualan global 3M adalah $ 25 miliar, dan hasil penjualan internasional (non-AS) menyumbang $ 16,1 miliar. Produk 3M dijual hampir di 200 negara, dan perusahaan ini mempekerjakan 79.000 karyawan secara global. Di canada, 3M didirikan pada tahun 1951, dan kantor pusat Kanada terletak di london, ontario. perusahaan memiliki delapan fasilitas manufaktur di seluruh negeri dan mempekerjakan 1.800 karyawan. 3M dikenal untuk merek seperti post-it, scotch, scotch-Brite, scotchgard...
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...Marketing 500 Assignment 1 Life Alert Marketing Plan Fawad Siraj Strayer University Marketing Objective Life Alert’s objective has always been to help people in an emergency situation. Life Alert saves a life from a catastrophe every 11 minutes and is the only emergency response company that has proof of saving thousands of lives. They have an onsite dispatch center twice the number of dispatchers per member as compared to an alarm company. They guide people during an emergency and provide medical history to paramedics in time of an emergency. Life Alert provides wristbands with an emergency button to alert a center during an emergency situation. For the past two decades Life Alerts has saved over 2 million lives through the use of their devices roughly one member every 26 minutes (http://safety.lovetoknow.com/Life_Alert). Life Alert can expand their business by effectively marketing additional services and state of the art devices to assist or even prevent emergency situations. Their service is primarily targeted for the 50+ age group living alone. By offering additional services Life Alert can expand their market segment to families with children over 5 years old. Life Alerts can include the following marketing objectives to expand their breadth of services: 1. Expand their current market within the 50+ age group by offering in depth health monitoring devices integrated with medical services e.g pulse monitor, blood pressure monitor, diabetes monitor...
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...Quantitative marketing research is the application of quantitative research techniques to the field of marketing. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying agreement on the "four Ps" of marketing: Product, Price, Place (location) and Promotion. As a social research method, it typically involves the construction of questionnaires and scales. People who respond (respondents) are asked to complete the survey. Marketers use the information so obtained to understand the needs of individuals in the marketplace, and to create strategies and marketing plans. Contents [hide] • 1 Scope and requirements • 2 Typical general procedure • 3 Statistical analysis o 3.1 Reliability and validity o 3.2 Types of errors • 4 See also • 5 List of related topics • 6 References [edit] Scope and requirements This section is empty. You can help by adding to it. (July 2010) [edit] Typical general procedure Simply, there are five major and important steps involved in the research process: 1. Defining the Problem. 2. Research Design. 3. Data Collection. 4. Analysis. 5. Report Writing & presentation. A brief discussion on these steps is: 1. Problem audit and problem definition - What is the problem? What are the various aspects of the problem? What information is needed? 2. Conceptualization and operationalization - How exactly do we define...
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