...Ciroc’s target market is males and females between the ages of 25 and 34 years old. Ciroc puts the idea of living an extravagant and luxurious lifestyle in to the minds of its consumers. Consumers of Ciroc are thought to be “in the know,” or being aware of the quality they are consuming while others may not have the information or means of acquiring it. Ciroc is thought to be sold at the hot spot, or late night clubs with VIP treatment, high energy, and style. As we have discussed previously, The United Kingdom is an individualistic society. The consumers of this country focus on how they view themselves, instead of the group. Their consumption behavior is utilized to achieve individual social gains and indicate their esteem. Branding has especially strong influence in the UK and features greatly enhanced product consumption. With a similar social context to that of the U.S. and high profit margins in both regions there’s no doubt our product is successful under these circumstances. The nature of the UK luxury market is mature, as they have been exposed to prolific brands for some time. We believe that Ciroc’s expensive marketing scheme and high profile spokesman are a great fit to brand their market to these consumers. Drinking expensive and stylish vodka like Ciroc will deliver the look of high social status to consumers in the UK, where status is of the up most concern. Shukla, Paurav (2010), “Status Consumption in Cross-national Context: Socio-psychological...
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...Marketing has been around for as long as anyone can remember, of course there were different ways of marketing yet it was still the same. Whether it was a salesman during the Wild West; selling dreams of a richer life out west, or a trade between hunters in African villages. Their items had to be marketed. I feel that marketing is the ability to provide goods or services to the consumer. There are of course more technical terms that I will touch on to better explain the marketing process and what it can do for a business. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This definition was approved by the American Marketing Board of Directors. Another definition of marketing states that it is the management process through which goods and services move from concept to consumer. As a practice, it consists in coordination of four elements called 4 P’s: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customers place, and (4) development and implementation of a promotional strategy. Philosophically speaking, it is safe to say that marketing is based on thinking about a business by way of the customer needs and their happiness with the product. According to Theodore C. Levitt, Harvard Business School’s professor of marketing, “Selling...
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...Entertainment is a form of activity that holds the attention and interest of an audience, or gives pleasure and delight. It can be an idea or a task, but is more likely to be one of the activities or events that have developed over thousands of years specifically for the purpose of keeping an audience's attention. Although people's attention is held by different things, because individuals have different preferences in entertainment, most forms are recognisable and familiar. Storytelling, music, drama, dance, and different kinds of performance exist in all cultures, were supported in royal courts, developed into sophisticated forms and over time became available to all citizens. The process has been accelerated in modern times by an entertainment industry which records and sells entertainment products. Entertainment evolves and can be adapted to suit any scale, ranging from an individual who chooses a private entertainment from a now enormous array of pre-recorded products; to a banquet adapted for two; to any size or type of party, with appropriate music and dance; to performances intended for thousands; and even for a global audience. The experience of being entertained has come to be strongly associated with amusement, so that one common understanding of the idea is fun and laughter, although many entertainments have a serious purpose. This may be the case in the various forms of ceremony, celebration, religious festival, or satire for example. Hence, there is the possibility...
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...Absolut Black Campaign PR paper by Konstantinos Geros 2014 NEW YORK COLLEGE 11/6/2014 CONTENTS | | History of Absolut | | History of Absolut Black | | Absolut’s Competitors | | Absolut’s Black Competitors | | Campaign Philosophy | | Goals and objectives | | Target market | | Strategies | | Timetable | | Communication | | Tactics | | Calendar | | News/press release draft | | Expectations | | Introduction This paper accompanies the presentation for the proposed PR campaign of Absolut Vodka Black and gives some more detailed information and insight in that proposal. History of Absolut Distilled for the first time as Absolut Rent Branvin (or Absolute Pure Vodka) in 1879 by Swedish entrepreneur Lars Olsson Smith and produced using a revolutionary new distillation method. The method was called rectification, a method we still use today. For years to come Lars Olsson Smith was engaged in a trade war against the state and the city of Stockholm because of the monopoly of distilled spirits. He opened a shop next to his distillery, bought several other distilleries, turn his focus towards other parts of the country, attacked existing distribution channels that were selling what he considered to be inferior products and even used labor unions to boycott retail outlets selling low...
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...The Effects of Music Videos on Kids It is a fact that music and visual pictures affect Kids. At Day Care they use music and pictures to teach kids, singing ABC’ s for instance. They also use pictures to teach kids animals, truck, cars, etc. You can even go back to biblical times, David played a harp to calm a vicious animal. Studies have shown that certain love songs help dolphins mate, has a slow sweet love song ever put you in the mood. So in my opinion I believe it is hard to dispute that music has some effect on all people, but in a youth that is still developing their values and morals I believe it has a lot of effect. So imagine combining both music and pictures , you get music videos. It is hard to pin point why students are in elementary, middle school, and high school grades dropping plus a higher dropout rates are higher . Plus kids are getting STD,s and pregnant at an earlier age. But look at all the sex and sexual things that are in music videos. This kids look up at these artist as role models, but the artist take on none of the responsibility . Just as the kids at day care song songs of ABC, s now it’s about sex, drugs and rock n’ roll. The extensive watching of videos has greatly affected the demeanor of dressing in female and male teens. I believe strongly that the sex in music videos is one of the main reasons grades and the youth values on sex have changed. ( Lopez., 2007) . Another horrible vision that the music videos depict is the use of drugs and...
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...Marketing Research 1. Define the problem. The problem that will eventually exist will be the introduction of the new product “L’ Infusion Tropical” to the current market, attracting new customers to purchase our product, delivery of the products, advertisements campaigns, and what strategies will be most effective in order to target that market. 2. Data Collection The collection of data will be based on the following criteria: Survey method - We will conduct various surveys utilizing, telephone surveys, restaurants interview, hotels interview, retail stores interview, mail surveys, online surveys, in order to established a well organized data collection method. Observation method – mystery shoppers, market basket data, scanner based, behavior scan, info scan, total sales, product demand, customers opinions. The utilization of secondary data will be most useful since Grey Goose has been in the market for a good period of time and it has been known as one of the best tasting high quality vodka in the United States and around the world. 3. Sampling Method Selection. We will most likely use a cluster sampling method in order to evaluate customers’ perception about our product and how they feel about it. Also we will evaluate customers demand in order to have a projected idea on how well the product is moving and how satisfied customers are depending on the different areas of South Beach Miami. 4. Data Analysis In the process of that data analysis...
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...09295266 Diageo Diageo is the leading premium drinks company in the world; of which categorizes most of the leading brands around the world and the market leader in many of the major growth market around the world! Their unique STP strategy had allowed them to develop globally into a renowned brand with operating profit reaching up to £ 2.5bn in 2010! It has also expanded from its headquarters in London into 80 worldwide offices employing around 20,000 workers. Its efficient market segmentation and diversification had allowed them to meet specific demands of its global consumer base which had contributed to the firm’s success. The Alcoholic industry is an oligopoly market dominated by about five large players estimated to be made of 26 PLC and about 200 LTD. In 2010 Diageo was right up there with annual revenue of £ 9.5 billion and return on invested capital of 14.8%. Global sales volume of alcohol reached 182.9 billion liters in 2010, growing between 1 – 2% from the previous five years! There are 3 separate categories in this market: beer, wine and spirits; which Beer is highest accountant of it, 76% of total sales. These statistics illustrate the huge competition firms face within the industry highlighting the importance of a well defined and aggressive marketing strategy. (Hatherly, 2010) Diageo was formed in 1997 via mergers: Guinness and Grand Metropolitan; since then it had efficiency in its operations, it sold off food brands Burger king and Pillsbury after finding...
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...High quality global journalism requires investment. Please share this article with others using the link below, do not cut & paste the article. See our Ts&Cs and Copyright Policy for more detail. Email ftsales.support@ft.com to buy additional rights. http://www.ft.com/cms/s/0/6c92feaa-fc0f-11e0-b1d8-00144feab49a.html#ixzz2Cu5c99bj Case study: Diageo By Abby Ghobadian The story: After a series of mergers, demergers and acquisitions, the management of Diageo, the conglomerate formed by the 1997 merger of Guinness and Grand Met, made a strategic decision to focus on premium alcohol drinks. Diageo was in charge of an expanding and wide-ranging collection of brands, some of which had broad appeal across many countries while others had more regional appeal, sometimes limited to just a few markets. The challenge: After both organic growth and acquisitions, three key dilemmas emerged by 2002. First, how to manage brands with significantly different appeal, such as Guinness, a brand with strong Irish roots but huge global appeal, or Buchanan’s, the leading Scotch whisky in Latin America. Second, how to rejuvenate tired brands and third, how to improve the market share of the most successful brands, such as Captain Morgan, J & B, Smirnoff and Johnnie Walker. The initial strategy: To help managers maintain focus and allocate resources, Diageo developed three brand classifications: global priority, local priority and category. The global priority brands were the big sellers that were...
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...FIREWORK Do you ever feel like a plastic bag Drifting through the wind, wanting to start again? Do you ever feel, feel so paper thin Like a house of cards, one blow from caving in? Do you ever feel already buried deep? Six feet under screams but no one seems to hear a thing Do you know that there's still a chance for you 'Cause there's a spark in you? You just gotta ignite the light and let it shine Just own the night like the 4th of July 'Cause baby, you're a firework Come on, show 'em what you're worth Make 'em go, oh As you shoot across the sky Baby, you're a firework Come on, let your colors burst Make 'em go, oh You're gonna leave 'em falling down You don't have to feel like a waste of space You're original, cannot be replaced If you only knew what the future holds After a hurricane comes a rainbow Maybe you're reason why all the doors are closed [- From :http://www.elyrics.net/read/k/katy-perry-lyrics/firework-lyrics.html -] So you could open one that leads you to the perfect road Like a lightning bolt, your heart will blow And when it's time, you'll know You just gotta ignite the light and let it shine Just own the night like the 4th of July 'Cause baby you're a firework Come on, show 'em what you're worth Make 'em go, oh As you shoot across the sky Baby, you're a firework Come on, let your colors burst Make 'em go, oh You're gonna leave 'em falling down Boom, boom, boom Even brighter than the moon, moon, moon ...
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...Elmer Ito ay bayan ni juan Hindi bayan ni run Dumating pa sa puntong Ang braso ay may bayanihan Bago magkalimutan Wag magsapilitan Walang papalitan Hindi 'to katatawanan ( chorus ) Wag kang maniniwala sa paligid mo (Hindi lahat ay totoo) Mga naririnig at nakikita mo (Isa-isang isipin 'to) Piliin mo ang iniidolo (Mga ginagawa't binibigkas) Dahil pag-usad ay hindi ganun kadulas Kung ika'y makata sa pinas Kamusta ka na idol Ako nga pala si Elmer Ikaw ang aking idol Ang idol ko na rapper Mula nang marinig ko Ang kanta mong simpleng tao Ako ay nabaliw nung Nilabas mo pa yung lando May bago ka bang album Penge naman ng kopya Meron ako nung luma Ang kaso nga lang pirata Sumusulat din ako Marunong din akong mag rap Gusto mo ipadinig ko sa'yo Wag kang kukurap Di lang ikaw ang idol ko Pati rin yung stickfiggas ...
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...Guido Corbetta e Carlo Salvato RED PASSION: LA STRATEGIA DI ESPANSIONE DEL GRUPPO CAMPARI Copyright Università Bocconi – 2009. A cura di Guido Corbetta e Carlo Salvato. Questo caso costituisce una base per la discussione in aula e non è inteso a illustrare soluzioni efficaci o inefficaci poste in essere da un’azienda. RED PASSION: LA STRATEGIA DI ESPANSIONE DEL GRUPPO CAMPARI La conference call con cui l’11 Novembre 2008 il Gruppo Campari annunciava i risultati dei primi nove mesi dell’anno era appena terminata e le parole del CEO Bob Kunze-Concewitz venivano rapidamente trascritte dall’Investor Relations Office. Alla finestra del suo ufficio di Via Turati a Milano, di fronte a una foto del padre Domenico, il Chairman del gruppo, Luca Garavoglia, rileggeva uno dei passaggi chiave della bozza di comunicato stampa: “Per il futuro, ci aspettiamo di riuscire a contenere le sfide degli attuali mercati che si preannunciano difficili nel breve termine”. Da quando, appena laureato, aveva preso le redini del gruppo nel 1994, in seguito all’improvvisa scomparsa del padre, Luca Garavoglia non ricordava in realtà un periodo in cui Campari non avesse dovuto lottare per guadagnare e poi mantenere una posizione di prestigio tra i leader mondiali del settore beverage. Ma l’autunno 2008, con l’esplodere della crisi finanziaria e dei suoi riflessi sull’economia reale, sembrava prospettare sfide particolarmente ardue. Nei primi nove mesi del 2008 il Gruppo Campari – quinto al mondo per...
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...Customized for: Isaac (illin@mednet.ucla.edu) THE INTRODUCTION Vault Guide to Schmoozing Customized for: Isaac (illin@mednet.ucla.edu) 2 © 2009 Vault.com, Inc. Introduction What does schmoozing sound like to you? Maybe it sounds smug, unctuous, oily, slimy. It sounds, quite frankly, like 'oozing.' Schmoozing is far from slimy, but 'oozing' actually isn’t a bad description of what a schmoozer does. A schmoozer slides into opportunities where none are apparent, developing friendships from the slightest of acquaintances. Through formless, oozy, schmoozy action, a schmoozer moves slowly but inexorably towards his or her goals. What is schmoozing? Schmoozing is noticing people, connecting with them, keeping in touch with them — and benefiting from relationships with them. Schmoozing is about connecting with people in a mutually productive and pleasurable way — a skill that has taken on new importance in our fragmented, harried, fiber-optic-laced world. Schmoozing is the development of a support system, a web of people you know who you can call, and who can call you, for your mutual benefit and enjoyment. Schmoozing is the art of semi-purposeful conversation: half chatter, half exploration. Schmoozing is neither project nor process. It's a way of life. How does schmoozing differ from networking? Conventional networking is the clammy science of collecting business cards ad infinitum, of cold-calling near strangers to grill them about possible openings in their places...
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