...Marketing Mix Product Lancôme, founded in France in 1935, and bought by L’Oreal (also a French company) in 1964, is L’Oreal’s high end division of cosmetics, fragrances, and makeups. (“Lancôme”) Research has shown that Lancôme is missing out or underutilizing on a major segment of the market, about half: men. The case study illustrates the growing men’s grooming market in the US: currently $14 billion, and expected to reach $21 billion by 2015. In order to address this, Lancôme needs a product that will reestablish themselves in the men’s grooming market since they have primarily been viewed exclusively as a perfume, makeup, and skin care company, mainly targeting female consumers. What is something men experience and (most) women do not? Balding. Lancôme will introduce a “Hair Restoration Shampoo” targeted exclusively towards men. This shampoo is more of a “preemptive strike” shampoo/conditioner than typical balding ointments/creams, such as Rogaine. The “Hair Restoration Shampoo” is targeted towards men who are showing signs of balding, or fear future baldness in general. We feel the latter has huge opportunity, as almost every man fears going bald at some point in his life. The main competition in this market is Rogaine, a topical hair re-growth product, first made available by prescriptions in the late eighties. (“History of Rogaine”) Rogaine has evolved over the years and, since 2006, has been made available over the counter. The man advantage that Rogaine has...
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...Marketing Mix Product Lancôme, founded in France in 1935, and bought by L’Oreal (also a French company) in 1964, is L’Oreal’s high end division of cosmetics, fragrances, and makeups. (“Lancôme”) Research has shown that Lancôme is missing out or underutilizing on a major segment of the market, about half: men. The case study illustrates the growing men’s grooming market in the US: currently $14 billion, and expected to reach $21 billion by 2015. In order to address this, Lancôme needs a product that will reestablish themselves in the men’s grooming market since they have primarily been viewed exclusively as a perfume, makeup, and skin care company, mainly targeting female consumers. What is something men experience and (most) women do not? Balding. Lancôme will introduce a “Hair Restoration Shampoo” targeted exclusively towards men. This shampoo is more of a “preemptive strike” shampoo/conditioner than typical balding ointments/creams, such as Rogaine. The “Hair Restoration Shampoo” is targeted towards men who are showing signs of balding, or fear future baldness in general. We feel the latter has huge opportunity, as almost every man fears going bald at some point in his life. The main competition in this market is Rogaine, a topical hair re-growth product, first made available by prescriptions in the late eighties. (“History of Rogaine”) Rogaine has evolved over the years and, since 2006, has been made available over the counter. The man advantage that...
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...Marketing in practice (Pre Assignment -1) Nandit Pathak (0225/48) Definition of a brand: A brand is a name, symbol, phrase, picture or any other such object that is used to identify a product (or service), giving it certain intangible characteristics other than those that the commodity would have and instill trust and assurance of consistency of product in the user of the product. The antonym of brand (in the marketing context) is commodity, which is undifferentiated, undistinguishable and traded purely by amount. (This is an oversimplification that disregards Levitt’s product levels premise). A brand can also be defined as the focal point for all the positive and negative impressions created by the buyer over time as he comes into contact with the brand’s products, distribution channel, personnel and communication. Brand of choice: Batman (fictional character, superhero category) Purpose / Philosophy of the Brand: Providing entertainment, delight and peace of mind for the audience in the idea of a world with absolute justice being served, adulation for the perpetrator of absolute justice. Human insight / truth that the brand is based on: People would relate strongly with a definition of justice that entails a strong moral code and self-restraint, and the triumph of man’s intellect over everything else. Benefit: Entertainment, reassurance at idealistic identity. What makes it believable: Vulnerability, lack of superpowers – human-like, sentimental nature of the...
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...Gatsby’s eternal and unconditional love for Daisy in The Great Gatsby F.S. Fitzgerald’s novel The Great Gatsby illustrated* the undying love that Jay Gatsby had for Daisy. This story shows the struggles Gatsby had gone through to obtain his fortune. His main purpose was to re-live his perfect relationship with Daisy. His strong unwillingness to accept the fact that Daisy was no longer the way he perceived her years ago, lead to the deterioration of Gatsby’s relationship along with the passing of Myrtle, and most importantly, his own death. [14] Gatsby used his money and power to attract Daisy and fell into the false illusion he created himself that he had ‘won’ Daisy. Eventually, this generated to their failed relationship. Gatsby, believing that Daisy loved him and only him, provoked* a powerful altercation between him and Tom, which ultimately lead to Myrtle’s death. [8] However, Gatsby who thought that he could repeat his once amazing love with Daisy, was stuck* into a world of delusion which caused* him to make irrational decisions that finally lead to his tragic death. Gatsby presumed that his newly attained money and fame could buy Daisy, but that was not always the case. Jay Gatsby would host some extravagant parties [2] and, “... he half expected her to wander into one of his parties, some night… but she never did.” Gatsby wanted* to show his wealth and fame by having crazy parties at his mansion right across the bay from Daisy’s house. He was hoping she would walk...
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...summary Gatsby was born on a North Dakota farm, and though he attended college at St. Olaf’s in Minnesota. One day, he saw a yacht owned by Dan Cody, a wealthy copper mogul, who gave his name as Jay Gatsby, on board his yacht as his personal assistant. When Cody died, he left Gatsby $25,000. Gatsby then dedicated himself to becoming a wealthy and successful man. he is alarmed to find Tom Buchanan there. The following Saturday night, Tom and Daisy go to a party at Gatsby’s house. Gatsby seeks out Nick after Tom and Daisy leave the party. he is unhappy because Daisy has had such an unpleasant time. Gatsby wants things to be exactly the same as they were before he left Louisville, he wants Daisy to leave Tom so that he can be with her. Daisy seems almost uninterested in her child. During the awkward afternoon, Gatsby and Daisy cannot hide their love for one another. Daisy asks Gatsby if he wants to go into the city. Tom asks Gatsby about his intentions for Daisy, and Gatsby replies that Daisy loves him, not Tom. Tom claims that he and Daisy have a history that Gatsby could not possibly understand. Tom accuses Gatsby of running a bootlegging operation. Daisy, in love with Gatsby earlier in the afternoon, Tom sends Daisy back to Long Island with Gatsby to prove Gatsby’s inability to hurt him. As the row quiets down, Nick realizes that it is his thirtieth birthday. Driving back to Long Island, Nick, Tom, and Jordan discover a frightening scene on the border of the valley of ashes. Michaelis...
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...Throughout Fitzgerald’s novel, The Great Gatsby, the central character – Jay Gatsby experiences the adverse elements of wealth. Fitzgerald illustrates money as the creator of dubious assurance though Gatsby and Daisy’s relationship. Additionally, he construes money as a temporary title by examining individuals’ actions before and after Gatsby’s death. Furthermore, he also portrays money as disingenuous matter that disrupts personal principles. In the novel The Great Gatsby, Fitzgerald demonstrates the negative aspect of money such as creating a false sense of security, causing of momentary admiration and disrupting one's morals. Money often creates an erroneous impression of security for many. Money gives Gatsby a deceitful confidence. During Gatsby and Tom’s argument, Gatsby says: “Your wife doesn’t love you, she’s never loved you. She loves me” (130). With his new wealth, Gatsby believes that Daisy will return to him, and they would be in love again, just like in the past. However, although Daisy is impressed by his new wealth, she does not give Gatsby a clear answer. When Gatsby ask Daisy to tell Tom that she no longer loves him, she refuses and says: “I did love him once – but I love you too” (132). Despite the fact that Gatsby is now a prosperous gentleman, he does not win Daisy heart. Daisy remains with Tom because Tom represents old money – he is has inherited his money from his parents and is socially and economically stable. Gatsby, on the other hand, resembles new money...
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...Goldilocks & The Three Bears: Summary The adapted version of Goldilocks and The Three Bears by Heidi Anne Heiner takes place in the middle of the woods where three bears live. The story starts off by introducing the bears as the protagonist characters by describing them as “good Bears — a little rough or so, as the manner of Bears is, but for all that very good-natured and hospitable” (Heiner). One day they decided to make porridge and go out for a walk to give it time to cool. As they are gone, Goldilocks, a naughty little girl, enters the bears’ home. Goldilocks then goes on to try each one of the three bears’ porridge. She ends up finishing all of the littlest bears porridge because it is not to hot or cold, but “just right”. Next she sees the bears’ chairs and decides to try out each one of their chairs. She ends up liking the littlest bear’s chair the best, but unfortunately ends up breaking it. She finally feels tired and then goes upstairs to lie down. She tries each bed and ends up falling asleep in the littlest bear’s bed. The bears come back and find that their house has been tampered with. They go through each item and talk about how there is something wrong with their stuff. Then once they reach the beds, the littlest bear finds Goldilocks in his bed and Goldilocks wakes up to quickly run out the window. The author does not explain exactly what happens to Goldilocks after this, but she is never seen or heard from again. Authentic Variant Plan ...
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...Themes 1) Never make a harsh decision Holmes carefully investigate the case even though everyone decides that James was the murderer 2) Love Alice Turner hired Sherlock Holmes to solve this case because of her love to James McCarthy. She knows that James McCarthy was innocent and John Turner murdered Charles McCarthy for protecting his daughter Alice Turner so that James McCarthy will not marry Alice. 3) Determination to discover the truth It is Sherlock Holmes's persistence in seeking the truth that saves James McCarthy from being conceived of murder. Holmes, unlike the police, does not hastily conclude that James murdered his father. Instead, he is thorough with his investigation and uncovers the real murderer. 4) What goes around comes around Those who do bad things in life have to bear in consequences of their actions. For instance, John Turner chose to turn to crime in order to survive. He also committed murder and despite changing his identity, his past actions and history came back to haunt him. 5) Keeping a secret There are two instances where this is shown. The first instance is when Sherlock Holmes writes a letter inviting John Turner to his house wanting to see him to avoid a scandal. It was at that moment; John Turner breaks down and confesses to the killing of Charles McCarthy. Sherlock Holmes later asks John Turner to write a confession letter and promises to use it only if James...
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...???? as Antistay Panagos, Chorus ???? as Raemon Panagos, Choragus, Guy #1, Head of the police ???? as Ron Panagos, Kim, Agent Brown Choragus: Our motif is Choices and Consequences. The scene that we based ours on was when Ismene and Antigone were arguing over the burial of Poleynices. Prologue: Pg. 968-972 Lines: 1-84 Chorus: Words pierce feelings, like bullets pierce flesh, Drowning in hate, thirsting for love, The burning love of a father is smothered by the ignorance of the youth, Is the unknown bliss? Or knowing you are the one at fault? Choragus: A chilly night, sparked by conflict sets the scene for this unexpected twist. In the quiet walls of this suburban home is plagued by the annoyed voices of a single father, and his two children. Scene 1: Choragus: In the family living room; Antistay, Ron, and Raemon are arguing over whether or not Antistay should go to a party that starts after midnight Antistay: I can’t believe you Dad!! Anyone who is anyone will be at this party! Ron: Don’t you dare speak to me that way Antistay! I don’t want you staying out past curfew. You have a list of chores to do. I’m counting on you. Raemon: Stop complaining Antistay. You’re not anyone anyways. Antistay: Shut Up Raemon!! I’m not complaining! Raemon: Listen to Ron, he needs someone to count on. It’s not going to be me, I’m 18, and I don’t have to listen to his tyranny. Ron: Stop arguing, both of you! I know one thing...
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...facilities have a "retail" fee schedule for all the appropriate billing codes, this is not what we are referring to here. The American Heritage Dictionary defines "retail" as the sale of goods or commodities in small quantities directly to the consumer. The key word in this definition is "commodity" this denotes a product which involves little or no customization and is readily available for purchase, most likely in a variety of locations. Clearly, products such as extra-depth shoes, canes, and select compression hosiery would fall into the category of commodities. These products need little or no customization and can be found in shoe stores, home medical equipment stores, pharmacies, and even department stores. Businesses selling these types of products differentiate themselves primarily by focusing on selection, service, or location. Of course, many businesses both in and outside of healthcare have "retail" operations as their core business. The Shoe Carnival sells shoes, Dick's Sporting Goods sells sporting equipment, and both companies focus primarily on selling as much as possible. However, many companies also use retail operations as a complement to their core products/services. If I get a haircut at Susie's Salon, I might also be...
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...Retail Advertising and Marketing Association Gen/200 Retail Advertising and Marketing Association "Consumers know precisely what's wrong with advertising. Be it TV or print or whatever, they know that advertising is never creative enough ... never as witty, inspiring, sophisticated, entertaining and downright likable as they would like it to be” (Phil Dussonberry, former BBDO advertising executive). In the world of retail things are ever changing there is a constant need for new advertising or marketing to grab the consumers attention. Without these tools a retailers profits can quickly dwindle leaving them in the dust. One great tool for retailers is the Retail Advertising and Marketing Association(RAMA). This paper will explain what RAMA is, how it can increase my professional knowledge and abilities, and how perfecting my knowledge and abilities can affect my career success. The Retail Advertising & Marketing Association (RAMA) is a trade association of retail marketing and advertising professionals, plus their counterparts on the agency, media and service-provider sides of the business. RAMA is a division of the National Retail Federation, the world’s largest retail trade association (National Retail Federation, 2011). RAMA also is the producer of the annual Racie Awards Competition, the industry’s most prestigious creative contest for retail broadcast, web and print advertising (National Retail Federation, 2011). RAMA is an innovative association that connects retailers...
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...the strategic life cycle challenges for Paramount's current products as well as for Clean Edge? Changes in Non-Disposable Razor Category: The non-disposable razor category has seen changes in the recent years. A 5% growth per year from 2007 to 2010, attributed to innovations and product introductions, has to be the biggest change that the category has seen. Advertising expenditures increased dramatically for several non-disposable razor companies over the last couple of years because of the need to promote new benefits from advances in razor technologies. Changes in retail channel distribution have also been noted in the category. Male-grooming products seemed to be a bright spot in the industry from 2007 to 2010 and the segment saw more growth because shaving became more than just shaving – it started to include body spray, shower gel, etc. Channel distribution for the razor category has become increasingly important, with the recent re-introduction of Old Spice; there has been quite the demand for male-grooming products. Competitive Position: Paramount has established itself as a global consumer products giant with over $13 billion in worldwide sales and $7 billion in gross profits for 2009 since its entry into the market in 1962. Paramount established itself as unit-volume leader in 2009 based on non-disposable razor sales. The non-disposable razor category market is entering a new phase with technology products and new competitors entering the market, posing a threat to...
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... How Our Marketing Research Lead To A Position So Compelling That Consumers Chose Our Client’s Product Over A Larger, Wealthier Competitor CASE STUDY #64 “We are not as broadly distributed as our competition. What can we say - other than „free‟ that will convince consumers to inconvenience themselves and leave (or “walk”) from a retailer that doesn‟t carry our products to a retailer that does?” POINT OF VIEW We never lost sight of the mission: GET THE CUSTOMERS TO PREFER US, EVEN THOUGH WE AREN’T AS WELL DISTRIBUTED OR WEALTHY. The actionable marketing research we conducted enabled us to leap over our competitor’s entrenched, better-distributed brand, craft a message that resonated with the audience, and build preference for our client’s product. Win / Win for everybody except the competition. Situation The client had a great product, but was being outspent by the competition, which also had broader distribution. Our challenge was to craft a concept for the product so unique and compelling, it would encourage consumers to “walk” from a store they typically shop at that carries only the competitor’s product and go to a store that carries the client’s product. Approach Quantitative, qualitative and ethnographic research enabled us to uncover aspects of the client’s product that made it stand out over the competition’s. Then we developed a unique marketing research measurement that tracked awareness, interest, and the actual shopping trip. Result ...
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...potential customers. You have to figure out who your going to sell your product to and how to reach these individuals. The third challenge I see with setting up a business is coming up with the capital to start the business. It takes money to make money. Unless you have a nice savings account, you will probably have to get a business loan or find people who are willing to invest in your company. 2. Define what a “niche” product is. Give at least three examples of niche products. A niche product is something designed to appeal to specialized interests. Not for everyone, but a specific customer. Examples; speakers at the Bose store, Starbucks Coffee, a restaurant that sells Chinese food. 3. Explain why a niche company might have an advantage in a market. Would price necessarily be an advantage? Explain why or why not. A niche company has an advantage in the market because the customers are coming to the store specifically for a product that the company sells. If a woman walks into Victoria’s Secret, she’s shopping for women’s underclothes and she’s completely surrounded by women’s underclothes from the minute she walks into the store. Price might be an advantage if the company has a large enough surplus of the product, like Victoria‘s Secret. The product can be cheaper. But if the product is a specialty item the price might be higher. I think that the customer will be willing to pay more for a product at a niche...
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...STAT2011 Statistical Models sydney.edu.au/science/maths/stat2011 Semester 1, 2014 Computer Exercise Weeks 1 Due by the end of your week 2 session Last compiled: March 11, 2014 Username: mac 1. Below appears the code to generate a single sample of size 4000 from the population {1, 2, 3, 4, 5, 6}. form it into a 1000-by-4 matrix and then find the minimum of each row: > rolls1 table(rolls1) rolls1 1 2 3 4 5 6 703 625 679 662 672 659 2. Next we form this 4000-long vector into a 1000-by-4 matrix: > four.rolls=matrix(rolls1,ncol=4,nrow=1000) 3. Next we find the minimum of each row: > min.roll=apply(four.rolls,1,min) 4. Finally we count how many times the minimum of the 4 rolls was a 1: > sum(min.roll==1) [1] 549 5. (a) First simulate 48,000 rolls: > rolls2=sample(x=c(1,2,3,4,5,6),size=48000,replace=TRUE) > table(rolls2) rolls2 1 2 3 4 5 6 8166 8027 8068 7868 7912 7959 (b) Next we form this into a 2-column matrix (thus with 24,000 rows): > two.rolls=matrix(rolls2,nrow=24000,ncol=2) (c) Here we compute the sum of each (2-roll) row: > sum.rolls=apply(two.rolls,1,sum) > table(sum.rolls) sum.rolls 2 3 4 5 6 7 8 9 10 11 742 1339 2006 2570 3409 4013 3423 2651 1913 1291 1 12 643 Note table() gives us the frequency table for the 24,000 row sums. (d) Next we form the vector of sums into a 24-row matrix (thus with 1,000 columns): > twodozen=matrix(sum.rolls,nrow=24,ncol=1000,byrow=TRUE) (e) To find the 1,000 column minima use > min.pair=apply(twodozen,2,min) (f) Finally compute the...
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