...always about marginalising women. Amongst many high fashion magazines, Elle is strongly believed to be one of the most leading high fashion magazines in regards to the fact that this French origin magazine widely spreads its international editions published in over 60 countries which one of those includes Indonesia. Like other Elle editions worldwide and other mainstream high fashion magazines, many ultra expensive bags, clothes, perfumes, and the sorts appear in Elle Indonesia in two forms: articles and advertisements in which unsurprisingly occupy more than half of the total pages of the magazine. Most of those advertisements are exposing the whole women’s bodies from head to toe, but some extreme ads expose women’s body parts rather than faces. In other words, women in ads are closely associated with being an object instead of a living subject. One of the advertisements in Elle Indonesia...
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...Considerations to be taken into account by Carlsberg Malaysia in the event of diversification in producing non – alcoholic carbonated drinks in Malaysia. Carlsberg Malaysia is embarking on diversifying its product range by producing non-alcoholic carbonated drinks with a prospect of a return in investment (ROI) in the 12% range. Two areas of considerations should be looked into if Carlsberg Malaysia wants to proceed with this diversification program. 1st Method Firstly, Carlsberg could emulate the methodology employed by its competitor, Guiness, the producer of Malta non-alcoholic drink, by using existing manufacturing facilities, distributor outlets, handling equipment and sharing the same inventory listings in their production. Hence, gaining halal certification is extremely doubtful and the Muslim market could not be penetrated. Carlsberg could however benefitted from the exemption of paying excise duties and ad valorem tax. Furthermore they could display their new product at all non-alcoholic beverage counters in the market. 2nd Method Secondly, Carlsberg could embark on a totally new marketing strategy of its product by giving importance to ensure that the product is syariah compliance and certified halal by the Islamic regulators. This is to allow Carlsberg to gain an immediate access to the Muslim market, which in size and numbers are much bigger. However Carlsberg should be more conscious of the general perception linking the word Carlsberg to alcohol which is taboo to a...
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...Subliminal Marketing ..What you see, what you smell, what you feel and think is all a part of a market strategy Ever wondered why you always end up walking out of the supermarkets with huge shopping bags? If you analyze, half of the things you buy are on impulse. Why do we usually have fresh sweet smelling flowers or the perfume section at the entrance of shopping malls? The answer is easily understood by marketing student/executive – the fragrance enhances a 40% increase in good mood. It relaxes our senses and gives us a happy feeling. We tend to buy more in a happy mood. The placement of consumer-goods to enhance impulsive buying behavior is an old tactic now. Today, what you see, what you smell is all a part of a market strategy –like inducing a “symbolic pleasant mood”, packing food in ice, fresh water droplets on the fruits and veggies is an example of “hedonics to excite your senses”. For that matter the series of images you see before you finally reach a showroom is also a part of the marketing strategy. Subliminal marketing is a technique of exposing the consumers to pictures, to products, to brand names, to colors and scenes or other such marketing stimuli without the consumers being consciously aware. The human brain reacts to these stimuli without the consumer even being aware. The brain decodes and develops a power to acknowledge the stimuli. A study of Functional magnetic Resonance Imaging shows that subliminal stimuli activate specific region of the brain. ...
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...Marketing Background Labatt Blue was launched in 1951. The nickname “Blue” originated in Manitoba due to the colour of the label and the company’s support of the Winnipeg Blue Bombers football team. – External Influences Economic Trends: The Canadian economy shrank in this year's second quarter for the first time since the end of the recession in mid-2009. Statistics Canada said gross domestic product contracted 0.4 per cent between the second and first quarters of this year, when expressed in annualized terms. That's the weakest performance since the 3.7 per cent decline seen in the second quarter of 2009. Although the recession has past and Canada has improved, the unemployment rate in Canada was last reported at 7.4 percent in November of 2011. A decline of 53,000 in part-time work was partially offset by an increase of 35,000 in full-time. Compared with a year earlier, the number of part-time workers was down 1.9% (-62,000), while full-time employment grew by 2.0% (+274,000). Social and Demographics: Marketing communications has always played a key role in creating an image to attract a target market. Budweiser and Bud Lite are popular brands in the NFL and NASCAR, and true fans will then purchase those specific brands. It becomes their brand of choice. Labatt Blue had sponsorship ties with the NHL and Canadian teams and the CFL and several teams but recently, Molson has taken over the sponsorship of The Toronto Maple Leafs, which Labatt used to have. This was...
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...PANKAJ GHEMAWAT JORDAN MITCHELL SM – 1529 – E O – 308 - 029 Grolsch: Growing Globally In November 2007, SAB Miller, the world´s second largest brewer,1 announced the friendly takeover of the world’s 51st largest, Royal Grolsch N.V. of the Netherlands, for €816m in cash - 84% more than Grolsch’s value over the previous month. Nick Fell, SABMiller’s Marketing Director, explained the logic of the deal: “[Grolsch is] a fantastic brand. It’s North European, it’s a fantastic product, it’s got unimpeachable brewing credentials and authenticity and credibility. And it’s a damn good product. So for anybody interested in developing their premium beer business, this is an absolute peach of a brand to get hold of… we see huge potential for it in our global footprint, particularly in markets like Latin America and Africa where we’ve got a strong route to market but where the premium beer business is still in its infancy.”2 Grolsch had hitherto focused on developed markets, particularly the UK, US, Canada, Australia, New Zealand and France, in pursuit of its goal of becoming one of the world’s top 10 global beer brands. Groslch was already the world’s 21st largest global brand, measured by international (nondomestic) volume (see Exhibit 1). International volume had grown to account for slightly over onehalf of total volume and, going forward, seemed to offer much more potential. Drinkers often rated Grolsch higher than larger brands, including Heineken, the top global brand as well as...
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...PANKAJ GHEMAWAT JORDAN MITCHELL SM – 1529 – E O – 308 - 029 Grolsch: Growing Globally In November 2007, SAB Miller, the world´s second largest brewer,1 announced the friendly takeover of the world’s 51st largest, Royal Grolsch N.V. of the Netherlands, for €816m in cash - 84% more than Grolsch’s value over the previous month. Nick Fell, SABMiller’s Marketing Director, explained the logic of the deal: “[Grolsch is] a fantastic brand. It’s North European, it’s a fantastic product, it’s got unimpeachable brewing credentials and authenticity and credibility. And it’s a damn good product. So for anybody interested in developing their premium beer business, this is an absolute peach of a brand to get hold of… we see huge potential for it in our global footprint, particularly in markets like Latin America and Africa where we’ve got a strong route to market but where the premium beer business is still in its infancy.”2 Grolsch had hitherto focused on developed markets, particularly the UK, US, Canada, Australia, New Zealand and France, in pursuit of its goal of becoming one of the world’s top 10 global beer brands. Groslch was already the world’s 21st largest global brand, measured by international (nondomestic) volume (see Exhibit 1). International volume had grown to account for slightly over onehalf of total volume and, going forward, seemed to offer much more potential. Drinkers often rated Grolsch higher than larger brands, including Heineken, the top global brand as well as...
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...DESK RESEARCH TO EXAMINE THE INFLUENCE OF MARKETING AND ADVERTISING BY THE ALCOHOL INDUSTRY ON YOUNG PEOPLE’S ALCOHOL CONSUMPTION Research prepared for the World Health Organization by the Centre for Social Marketing at the University of Strathclyde Emma Cooke, Gerard Hastings and Susan Anderson March 2002 Acknowledgements For acquisition and translation of international data: Jill Bain, Marina Biniari, Liliana Carcamo and Ingrid Kajzer. For comments on the final draft: Anne Marie MacKintosh For administrative support: Kathryn Angus and Aileen Paton. CONTENTS Page No 1.0 INTRODUCTION 1 2.0 MANAGEMENT SUMMARY 2 3.0 METHODOLOGY 4 4.0 RESULTS 7 4.1 Advertising 7 4.1.1 Econometric Studies 7 4.1.2 Consumer Studies 11 4.2 Other Forms of Marketing 15 4.3 Developing and Transitional Countries 21 REFERENCES 25 1.0 INTRODUCTION At the World Health Organization Ministerial Conference on Young People and Alcohol in Stockholm (February 2001) considerable concern was expressed about the nature and pervasiveness of advertising and marketing by the alcohol industry. Explicit examples were shown of alcohol promotion exploiting the themes of sexual, sporting and lifestyle success, often in direct violation of advertising codes. Furthermore, many of the advertising examples displayed images of excessive consumption. In addition, the Conference noted...
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...2 The Marketing Environment Learning Outcomes After reading this chapter, you should be able to: » » » » » » Identify and define the three key areas of the marketing environment Describe the key characteristics associated with the marketing environment Explain PESTLE analysis and show how it is used to understand the external environment Explain the environmental scanning process Analyse the performance environment using an appropriate model Understand the importance of analysing an organization’s internal environment and identify the key resources and capabilities C A S E I N S I G H T 2.1 Crompton Greaves Limited, an Indian multinational company, is in the business of design, manufacture, and supply of all kinds of T&D (transmission and distribution) equipment, including complete solution services, to its large base of customers in India and abroad. The company boasts of a global presence today. How does it keep abreast of the marketing environment? We speak to Biswaroop Ukil, General Manger–Marketing (Power Products and Solutions), to find out. stabilizes to a certain extent, the domestic demand for T&D products is expected to grow, given the picture painted by central planners and various government agencies. The Indian industry for T&D products is quite mature, with several local manufacturers and multinationals possessing the necessary technology, production facilities, and exclusive sales and service networks across the country. Apart from firms employing...
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...Case Study: Labatt Blue When preparing a case solution it is expected that students will conduct additional secondary research. The capture of good information will enhance the quality of the analysis and the recommendation. Marketing Communications Plan Model Use the following model for completing a marketing communications plan. These points should be addressed in your presentation (20 minutes). Marketing Background SWOT analysis: External Influences • Economic Trends • Social and Demographic Trends • Technology Trends • Regulatory Trends Market Analysis • Market Size and Growth • Market Segments (Product Classifications) • Seasonal Analysis Competitor Analysis • Market Share Trends • Marketing / Marketing Communications Strategy Assessment Product (Brand) Analysis • Sales Volume Trends • Market Share Trends • Image and Reputation (questionnaire/ quantitative research) Marketing Communications Plan Target Market Profile • Demographic • Psychographic • Geographic etc Target Market Analysis • Consumer Behaviour (Loyalty) • Consumption patterns Positioning Strategy • Positioning Strategy Statement • Positioning Grid Budget • Budget Available for Plan Advertising Objectives (whatever is relevant to plan) • Awareness • Preference • Trial • Image Creative Plan ...
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...Reducing cultural shock with global brands and advertising Eliane Karsaklian - Advancia-Negocia Abstract This paper aims at demonstrating that expatriates represent a specific target for companies as they tend to consume global brands during their stay abroad in order to avoid cultural shock and thus should be addressed with specific communication. The literature review articulates global brands and advertising with cultural shock, explained on the basis of Trompenaars and Hampden-Turner’s dilemmas’ theory. The qualitative method used in this research were 53 in-depth interviews. Results demonstrated that expatriates relay on well-known brands to adapt to new environments when they are abroad and that specific advertising help them to reconcile dilemmas. Key words: Global brands, advertising, expatriates, cultural shock Introduction Economic and social factors are working to increase global competition and global operations, and subsequently an acceleration of traffic in expatriation and repatriation. Johansson and Ronkainen (2005) state that research shows that one of the most common features of a globally integrated marketing strategy is the adoption of one brand name around the world, whereas Callow and Schiffman (2002) talk about how advertising interpretations are dependent on cultural factors of the viewer. Therefore, the present paper is relevant because it demonstrates that particular attention should be drawn to expatriates during their sojourn abroad. While struggling...
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...CHAPTER- 1 1.1: INTRODUCTION The word 'business' is actually derived from the idea of 'busy-ness'. This idea accurately describes most organizations: they are busy organizing resources, producing, selling, managing people and keeping track of finances. The people running the business have to organize people, money, materials and machines to produce a good or service to sell or give to their customers. Organisations: Since the dawn of time, civilized man has designed and built facilities in which to present great ideas. The Concept Organization manages ideas with the same monumental approach. Few things touch our daily life as much as Organisations do. We depend on organisations for education, food, clothing, shelter, health, wealth, recreation, travel, and much more. But what are they, have they come with us? Yes, organisations are as old as the human race itself. Archaeologists have discovered massive temples dating back to 3500 BC that were constructed through the organized actions of many people. The fact that impressive monuments were built suggest that not only did complex organisations exit, but that the people in them worked cohesively for common causes. “They are groups of people who work independently towards some purpose. Organisations are not physical structure; rather they are people who work together to achieve a set of goals. People who work in organisations have structured patterns of interactions, meaning...
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...nheuser-Busch InBev Company Profile Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world's top five consumer products companies. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands - those with the greatest growth potential such as global brands Budweiser®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. In addition, the company owns a 50 percent equity interest in the operating subsidiary of Grupo Modelo, Mexico's leading brewer and owner of the global Corona® brand. AB InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, AB InBev leverages the collective strengths of its approximately 116,000 employees based in 23 countries worldwide. In 2011, AB InBev realized 39.0 billion...
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...INTRODUCTION You’re at home, watching your favourite sports team, when you begin to notice something: Every time the camera zooms in on the coach for his reaction to a play, there’s always the same group of people wearing the same t-shirts sitting directly behind the bench. Then it hits you—they’re promoting a brand -- one that hasn't officially sponsored the game. It refers to a situation in which a company or product seeks to ride on the publicity value of a major event without having contributed to the financing of the event through sponsorship. What Is Ambush Marketing? Ambush marketing is when a company that hasn’t paid to be a sponsor of an event, gets free publicity by unofficially communicating their brand in places where spectators, cameras or reporters will see them. By purchasing sponsorship, a sponsor seeks to attract the attention that an event generates to its own product. In a typical sponsorship arrangement, a sponsor purchases the sponsorship property rights and does further promotion to draw attention to itself. In “ambush marketing,” another company, often a competitor, intrudes, thereby deflecting attention to itself and away from the sponsor. The term was initially coined to describe the activities of a company that associated itself with an event without paying the requisite fee to the event owner. McKelvey describes it as “a company’s intentional effort to weaken or ambush its competitor’s official sponsorship. It does this by engaging in promotions...
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...environment challenges which are affecting its sales and profitability. The corporation is involved in a competitive, concentrated, and differentiated industry that has allowed major rivals to achieve growth through mergers and acquisitions. The case study addresses the issues that the organization is encountering. The company is facing declining sales due to changing consumer tastes and increased competitive pressure. Heineken is attempting to increase sales and retain its position as a premium beer, but is faced with a lack of support from two key demographic groups which includes Hispanic American's and young Americans (Dess, Lumpkin, Eisner & McNamara, 2012). A case study of the firm, and its market environment, utilizing value chain analysis, and Porter’s Five Forces was conducted. Recommendations and alternative strategies were developed to increase the position of the Heineken brand and regain sales from Hispanic Americans and young Americans. The implementation of the recommendations and alternative strategies may increase Heineken’s opportunity of sustainable long term growth within the industry. Introduction Heineken is the third largest brewer in the world and currently distributes more than 170 brands of beer in over 150 countries worldwide. However, over the past decade Heineken has faced some growth problems associated with the tougher drinking and driving laws in the U.S, a growing consumer appreciation of wine, and the decline of Heineken as the most popular...
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...Contents Introduction Chapter 2 Problem statement 2 Motivation 2 Research question 2 Interpretation 3 Scope 3 Methodology 4 Project type 4 Models and theories 4 Structure 4 Data collection 4 Criticisms of data 4 Introduction 5 Social media platforms suitable for B2B 6 Benchmark 11 Conclusion 12 Key success factors that affect the social media marketing 13 Industries that can benefit from using social media marketing 15 Parts of the value chain in which SMM could be used 15 Social media in R&D 17 Social media in Marketing and sales 17 Social media customer support and service 19 Costs involved in engaging in social media marketing 20 Measuring the outcome of social media marketing 20 Social media and the future 23 Appendix 24 Linked IN 24 Twitter 28 FaceBook 32 Youtube 34 Blogs 37 Forums 39 Literature list 41 Introduction Chapter Problem statement Motivation Social media has revolutionized the way we communicate with each other. People who previously just was content consumers, now has the possibility of being content producers. New social media brands keep popping up, and people are starting to interact more and more. What is interesting is to see how social media and B2B companies are using social media, why they are using it, and what they are gaining from it. With the introduction of social media, a new marketing term arose: social media marketing. This brings up an interesting discussion, saying that...
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