...Gucci, Louis Vuitton, & Vertu – Marketing Lessons from some of the World’s Most Exclusive Brands. By Conor Carroll, Kate Hurley & Ann Treacy, University of Limerick. Creating luxury brands is a difficult marketing exercise. It requires heavy investment in marketing communications, excellent product/service quality, but above all these brands have to try to remain fashionable, which is notoriously difficult. Gucci, Louis Vuitton and Vertu are three successful so-called luxury brands, that retail to the high-end market. Both Gucci and Louis Vuitton are well-established brands that have been around for decades, even centuries. Gucci is a well-established organisation that has being designing and retailing clothes and accessories since 1921. The Louis Vuitton brand has been around since 1850. However Vertu, a relatively new kid on the block, has only just entered the luxury communications marketplace in 2000. Vertu sells expensive mobile phones that retail for thousands of pounds. Only a handful of brands can create a high status appeal among the world’s super rich (e.g. Ferrari, Rolex, etc.). These brands have to adopt innovative marketing strategies in order to succeed in this dynamic environment. What do they do differently to create this luxury appeal? Marketers are moving from the traditional marketing mix approach towards greater use of experiential marketing. This is where customers are treated as both rational and emotional individuals that seek ‘experiences’...
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...REPORT ON SALES AND DISTRIBUTION CHANNELS AT STEEL AUTHORITY OF INDIA LIMITED SUBMITTED BY: R.N.MUKHERJEE (07BS3134) STEEL AUTHORITY OF INDIA LIMITED AN FINAL REPORT ON SALES AND DISTRIBUTION CHANNELS AT STEEL AUTHORITY OF INDIA LIMITED SUBMITTED BY: R.N.MUKHERJEE (07BS3134) A Report Submitted In Partial Fulfilment Of The Requirements Of MBA Program Of ICFAI BUSINESS SCHOOL, HYDERABAD DISTRIBUTION LIST: PROF. SUBHASIS RAY (FACULTY MEMBER-MARKETING, IBS Hyderabad) MR. TANMOY SEN (SR. MANAGER (Mrkt-MS), SAIL, KOLKATA) 2 ACKNOWLEDGEMENTS I express my gratitude to Mr. M.R.Rath, Sr. Manager (HRD), Steel Authority Of India Limited (Kolkata) for giving me an opportunity to work with SAIL and for extending support in the form of knowledge and guidance. I would also like to thank my company guide, Mr. Tanmoy Sen, Sr. Manager (Mrkt-MS Division), Steel Authority Of India Limited (Kolkata) as well as other employees of Steel Authority Of India Limited, Kolkata, namely, Mr.R.M.Suresh, Mr. Pankaj Singh, Mr.D.K.Sinha, Mr. N.M.Padhy, Mr. H.Hembram and Mr. M.R.Rath for being a constant source of encouragement as well as for providing guidance throughout the project. I also sincerely acknowledge the guidance and esteemed advice extended by Prof. Subhasis Ray, Faculty Member - Marketing Area, IBS (Hyderabad). Finally, I would like to thank all those people who in the course of my project have knowingly or unknowingly helped me, especially the channel members I interacted...
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...properties such as flexibility or toughness (Life Without Plastic and Mama Mundo Inc., 2013). The shelves of sporting goods stores and general retailers are lined with bottles that market BPA free, but that isn’t enough for some consumers. BPA free plastics still contain chemicals that can interfere with normal human functions. Many of the chemicals in the plastics are not know because they are considered proprietary information by the manufactures (Terry, 2011). With so many unanswered questions about the safety of plastic a market niche has developed consisting of consumers looking for alternatives to plastic water bottles. One material that has promise is stainless steel. Stainless steel water bottles do not require linings made from plastics such as aluminum products and will not rust and stain. Stainless steel bottles are more expensive, but not found as easily as plastic sport bottles. A few online retailers such as Klean Kanteen offers a product line that use little or no plastic (Klean Kanteen, 2013). The specific market niche interested in this type of product is concerned for both the environment and the effects of plastic. Many...
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...Product, Pricing, and Channels Paper Learning Team A - MKT/421 Professor Luis Product, Pricing, and Channels Paper The following paper discusses how the Grayl, a water filtration equipment manufacturer offers its personal water filtration device to a number of target markets such as those who are health conscientious, environmentally focused, outdoor enthusiast and travelers. The discussion covers a number of topics such as the product features and benefits, the phases of the product lifecycle, the packaging of the product, the pricing strategy, and the channels of distribution. Product Features and Benefits The Grayl is a water filtration cup that functions much like a French Press. Filtered, good tasting water is as convenient as ever with the Grayl. Simply fill the outer cup with water, press the inner cup in the outer cup, and in as little as 15 seconds the Grayl filters the water by isolating it in the inner cup. During the filtration, the Grayl removes, chemicals, metals, and most of the bacteria commonly found in unfiltered water. The Grayl thoroughly filters water using technology that features a triple-charged ion mesh that pulls germs and viruses out of the water with magnet-like force. It also features an anti-microbial agent that ensures freshness every time. Though convenient at home, school, or office, the Grayl will also eliminate worries about finding clean water when on-the-go for a number of reasons such as day-to-day mobility; outdoor and...
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...established (some in business for over 35 years), and are cost-competitive. Under this new model, the manufacturing operations of the business that were previously done in-house will be outsourced, including: product manufacturing, component parts manufacturing, product assembly, and labeling. During Year 1, we will take advantage of MistyMate’s large warehouse facility to store, pack, and ship all of our inventory from Michigan City, Indiana. However, once we sell through the inventory, our long-term plan is to outsource our order fulfillment needs to Shipwire, a third-party storage and shipping company with Class A warehouses throughout the United States. All new products will ship directly from our contract manufacturers to their distribution...
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...3 RUST-OLEUM 4 3.1 COMPANY BACKGROUND 4 3.2 SITUATION 5 3.3 SITUATION STATEMENT 6 3.4 COMPETITORS 6 3.5 TARGET MARKET 7 3.6 MARKETING OBJECTIVES 8 3.7 SOCIAL MEDIA PLAN 8 3.7.1 STEP 1: TEAM EDUCATION AND ENGAGEMENT 9 3.7.2 STEP 2: MESSAGING 10 3.7.3 STEP 3: TACTICS 11 4 NEVERWET 17 4.1 HOW TO USE THE PRODUCT 17 4.2 MOTIVATION 17 4.3 SWOT ANALYSIS 18 4.3.1 STRENGTH 18 4.3.2 WEAKNESSES 18 4.3.3 OPPORTUNITIES 18 4.3.4 THREAT 19 4.4 TARGET MARKET 19 4.5 PRODUCT BEHAVIOUR 19 4.6 PLACE (DISTRIBUTION) 19 4.7 CHANNEL OF DISTRIBUTION 20 4.8 PRICE 20 4.9 PROMOTION 20 5 CONCLUSION 21 6 REFERENCES 22 7 APPENDIXES 23 INTRODUCTION Social media has taken the marketing world by storm. Today, not only do companies have a dedicated Website,but organizations, representative of all industries and sizes, also have a blog, Twitter account, Facebook page and a Youtube channel (Wetpaint & Alimeter, 2009). In fact, social media is the number one activity on the web. Because of this, companies view social media as a critical component to its overall marketing strategy, especially since these tactics are cost-effective and produce results (Wetpaint & Alimeter Group, 2009). A social media strategy allows a business to reach a different audience – sometimes a smaller, niche audience committed to a...
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...Product, Pricing, and Channels Paper MKT/421 Marketing Tierron Madden, Jacquelyn Her, Michael Highfill and Evan Strick April 05, 2015 Creig Foster The future of electronics are changing, and there are many electronics that have one or another function. It is the one product that a customer look for that can do everything. The newest product will change how we wear and interact with our electronics. It is the beginning of all the possible things that customers can do by wearing a product. Product Features and Target Market Needs Apple watch has multiple services that will make their customers happy and be able to stay in touch with everything conveniently. There are more than one watch to choose from, which will help each customer wanted one that meet their needs (Apple Inc., 2015). A company that have options are important because it allow their customers to have a choice in what they want versus not having any choice. Apple watch lets customers interact and navigate wearing a smaller device to wear around your wrist, but work just like an iPhone or a Mac computer (Apple Inc., 2015). The Apple watch has a retina display that will provide a better quality image, unlike other watches and recognize a simple touch to open up applications (Apple Inc., 2015). This will help customers who do not have smartphones wear something they are used to such as a watch and give them the same experience as those who have a smartphone. Apple Watch has also included...
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...of age, gender and occupation. Not only that, EasyMade can ease our work and at the same time it saves time. It boils much faster than ordinary electrical kettle. EasyMade also lead to healthy lifestyle because there are a lot more features in our product. Product Strategy EasyMade is a product that is similar like electrical kettle. But EasyMade is invented using high technology. The size is average as it can be used individually and not for a large amount of people. It’s a 3-in-1 product. Our product can be used as hot-like thermos, cold and warm water. EasyMade have a function to purify water. It will kill microorganisms that cannot be seen by naked eyes. Our product is made up of stainless steel. So, we can sure that it won’t get rust. Any stainless steel product is long...
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...Table of Contents: Page Introduction……………………………………………………………………………………………………3 MissionStatement………………………………………………………………………………………….3 Vision Statement...............................................................................................................4 The Product……………………………………………………………………………………………………4 Consumer Product Classification…………………………………………………..4-5 Target Market…………………………………………………………………………………………………5 Competitive Situation Analysis……………………………………………………………….5-6 Analysis of Competition using Porter’s 5 Forces Model……………..5-7 SWOT Analysis………………………………………………………………………………………………8 Strengths……………………………………………………………………………………………8-9 Weaknesses………………………………………………………………………………………..8-9 Opportunities…………………………………………………………………………………...8-9 Threats………………………………………………………………………………………………8-9 Market Objectives………………………………………………………………………………….. Product Objective……………………………………………………………………………… Price Objective……………………………………………………………………………… Place Objectives………………………………………………………………………. Promotion Objectives………………………………………………………. Marketing Strategies…………………………………………………………………….. Product Strategies……………………………………………………………. Price Strategies………………………………………………………………… Place Strategies……………………………………………………………………………….. Promotion Strategies………………………………………………………………. Tactics and Action Plan………………………………………………………………. Product Action Plan…………………………………………………………………. Price Action Plan………………………………………………………………... Place Action Plan……………………………………………………………… Promotion Action Plan……………………………………………………………...
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...Steel in rural India: Big market waiting to be tapped INDIAN steel production grew 2.5 per cent in the first six months of this fiscal. Together with the surplus capacity, this makes for a mutually reinforcing cause-and-effect relationship, impacting the sector's performance. Though recently the demand for long products, traditionally used by the construction sector, has been on the rise, the prospect for flat products, linked to downstream industries, remains bleak. With the per capita consumption of steel in India almost static over the last few years at around 26 kg, one of the lowest in the world, demand growth is a matter of concern. The Ninth Plan working group predicted a domestic demand of around 31 million tonnes by 2000-2001. The actual aggregate demand, however, has not exceeded 26 million tonnes till now. Unfortunately, however, the production capacity of the steel industry has exceeded the 30-million-tonne mark. This mismatch has affected the country's steel scenario. Traditionally, steel demand has been linked to construction and infrastructure development. Over the last five years, two other segments — white goods and automobiles — have assumed importance. This segment-wise categorisation does not take into account the rural sector. And demand projections for general segments do not reflect the potential for increasing steel consumption in rural areas. The rural sector, especially in such prosperous States as Gujarat, Maharashtra, Rajasthan and western...
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...Works Brickwork and Blockwork Drainage (including Underground Pipe Ducts) Waterproofing Stone Works Roof Tiling Wood Works Ironmongery Steel and Metal Works Plastering and Paving Plumbing and Water Supply Systems Glazing Painting Landscaping External Works Electrical Installation Air Conditioning Installation Fire Service Installation Low Voltage Cubicle Switchboards Installation Diesel Generating Sets Installation Uninterruptible Power Supply System Broadcast Reception Installation Compressed Air System Steam Boiler System Liquefied Petroleum Gas Installation Fuel Supply System Swimming Pool Water Treatment Installation MODBQ.1/1 MODBQ.2/1 MODBQ.3/1 MODBQ.4/1 MODBQ.5/1 MODBQ.6/1 MODBQ.7/1 MODBQ.8/1 MODBQ.9/1 MODBQ.10/1 MODBQ.11/1 MODBQ.12/1 MODBQ.13/1 MODBQ.14/1 MODBQ.15/1 MODBQ.16/1 MODBQ.17/1 MODBQ.18/1 MODBQ.19/1 MODBQ.20/1 MODBQ.21/1 MODBQ.22/1 MODBQ.23/1 MODBQ.24/1 MODBQ.25/1 MODBQ.26/1 MODBQ.27/1 MODBQ.28/1 MODBQ.29/1 MODBQ.30/1 MODBQ.31/1 MODBQ.32/1 6 22 3 8 4 18 7 12 10 7 3 23 8 22 30 19 5 10 7 19 27 55 30 9 5 4 10 6 10 9 7 14 Bill Nr. MODBQ.1 DEMOLITIONS AND ALTERATIONS DEMOLITIONS Demolishing or taking down to ground level Individual structures A * x * x * high to parapet ; * storeys ; reinforced concrete framed building ; as delineated on drawing nr. * ; shoring and scaffolding ( ACCD) * x * x * high to ridge ; * storeys ; steel framed building ; located at * ; materials remaining the property of Employer ; setting aside and storing materials on site ; shoring and...
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...Semester II Examination Papers IIBM Institute of Business Management Semester-II Examination Paper Strategic Management Section A: Objective Type (30 marks) • • • This section consists of Multiple choice questions & Short Notes type questions. Answer all the questions. Part one questions carry 1 mark each & Part two questions carry 5 marks each. MM.100 Part one: Multiple choices: 1. These are the plans formulated to achieve strategic goals. a. Tactical plans b. Strategic plans c. Operational plans d. Standing plans 2. This strategy facilities specialization by establishing a position of overall cost leadership, differentiation, or both, but only within a particular segment, in an entire market. a. Specific b. Focus c. Directive d. Differentiation 3. This plan basically defines the actions of major departments and other sub-units that are required in the execution of a strategic plan. a. Tactical plan b. Operational plan c. Single-use plan d. Long-term plan 4. This is a distinctive business or collection of related business, that can be managed relatively independent of other businesses within the organization a. Functional unit b. Department unit c. Organizational unit d. Strategic business unit 5. These strategic plans of the organization have a time-frame exceeding five years. a. Short-terms plans b. Single-use plans c. Long-term plans d. Intermediate plans IIBM Institute of Business Management Semester II Examination Papers 6. Operational plans are mainly oriented...
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...Corporate Internship Report “Steel Service Center in Indian Steel Market & It’s Relevance to JSPL’s Future Expansion” Internship Report submitted as a partial requirement for the award of the two year Master of Business Administration Program Submitted by Vinay Aggarwal 08609086 MBA (2008-2010) Company Guide Faculty Guide Mr. Subimal K. Sarmah Ms. Dimple Grover Asst. General Manager (Marketing Dept.) Jaypee Business School Jindal Steel & Power Limited Jaypee Business School (A constituent of Jaypee Institute of Information Technology University) (A-10, Sector 62, Noida (UP) India-201307) ...
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...2012 Assignment -1 Havells Submitted By:Kinjal Mittal (211067) Mohit Malik (211076) Nitish Dhaiya (211085) Nitish Singhal (211087) Pooja Gupta (211094) Priyanshu Aggarwal (211103) Rishi Kad (211112) INTRODUCTION Havells India Limited is a $1.3 Billion leading Fast Moving Electrical Goods (FMEG) Company and a major power distribution equipment manufacturer with a strong global footprint. Havells enjo ys enviable market dominance across a wide spectrum of products, including Industrial & Domestic Circuit Protection Devices, Cables & Wires, Motors, Fans, Modular Switches, Home Appliances, Electric Water Heaters,Power Capacitors, CFL Lamps, Luminaires for Domestic, Commercial and industrialApplications. Havells India Ltd. was founded in 1958 by Qimat Rai and since then it is powering the smiles of people like none other electrical brand in the country. Its global network constitutes of 7000 professionals across 91 branches & representative offices in over 50 countries. Its fourteen state-ofthe-art manufacturing plants in India located at Haridwar, Baddi, Noida, Sahibabad, Faridabad, Alwar, Neemrana and seven world class manufacturing plants located in Europe, Latin America & Africa are manufacturing globally acclaimed products, synonymous with excellence and precision in theelectricalindustry. Today, Havells owns some of the most prestigious global brands like Havells, Crabtree, Sylvania, Concord, Luminance and Standard.Today, Havells alongwith its brands...
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...for Culinarian's marketing strategy? Consumer behavior: • Generated $3.36 billion in revenues in 2006 • Could be classified on the basis of: price, quality, material (Aluminum, Stainless Steel, Porcelain, cast iron and copper). • Copper was the most expensive and most preferred by professional chefs due to superiors heat conductivity • Manufacturers had to balance the need for performance, time saving features, and aesthetics with price • Growing trend: Offering colored designer cookware that matched the kitchen decor and Product lines endorsed by and branded with a name of a widely recognized television celebrity chef How it was bought: • Cookware was bought by piece or in a boxed sets ranging from 5 to 14 pieces. 5 piece set comprised a 10 inch fry pan, a 2 quart sauce pan with lid, and a 4 quart stockpot with lid. How it was sold: Retail distribution outlets: • Kitchen specialty chains (Williams Sonoma) • Local specialty stores, department stores (Macy's) • Mass Merchandisers (Walmart) • Grocer Stores (Kroger) • Direct TV Sales (Home Shopping Network) • Online Retailers (Amazon) • Catalogues (Manufacturers direct mailings) Sales were seasonal- High during May-June (weddings), November-December (Christmas) Implications: Positive: • Widen distribution network, distribution partners need to be increased and they are bound to join and be loyal if adequate trade support is provided • Increase market share of the premium segment, direct competitors like...
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