...been phenomenal, increasing by several billions of downloads in 2010. Meanwhile other handset manufacturers are achieving success with apps, although Apple still has over two thirds of the market by download. See my post about mobile app strategy which summarises the growth and the options of app strategy. Do you have an app strategy? 5 options for reaching and engaging your audience through mobile applications I’m currently updating my books on the latest developments and thinking through the options companies have for their mobile app strategy. This is where I’ve got to. I’d be grateful for your opinions, particularly if you have experience of what works and what doesn’t as a specialist consultant on mobile apps or if you are using apps within your business. The growth in popularity of mobile apps For me, the growth in popularity of apps for the iPhone has been amazing with Apple announcing in January 2010 that 3 billion apps had been downloaded in the 18 months following the launch of the AppStore. Growth has been maintained through 2010: Growth in download from Apple App Store 2010. Source: IphoneDev The figures in the chart above from iPhoneDev are compiled a summary of the growth based on official figures from the Apple App Store and showed these fascinating characteristics of Apps from the App Store in June 2010: * Number of apps downloaded per month = 500M * The number iOS users = 100 Million * Average number of apps downloaded by an iOS user =...
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...Case Review: Rohm and Haas 11/4/2010 Background 2 1983: $2B worldwide sale from 4 segments Kathon microbiocide products: $25M Polymers, resins, and monomers Industrial chemicals Plastics Fluid Process chemicals Specialty chemicals Kathon 886 MW Thayer School of Engineering Agricultural chemicals Petroleum chemicals Kathon MWX 11/4/2010 Background 3 Metalworking fluid: 60 million gallons in the US Biocides kill microorganisms in metalworking fluids Product name Treatment capacity Market potential Sale Volume Actual sale during 1st five month Thayer School of Engineering K 886 MW K MWX 1,000 gal 50-100 gal reservoirs $18M $20M $5.4M (1983) $0.2M (target in 1984) $2.1M $12,000!!! 11/4/2010 Optimistic Prospects for MWX 4 Great market potential ($38M) Maintenance biocides likely to gain market share Several advantages: • Easy to use • No maintenance • Safe • Higher effectiveness • Large customer surplus Thayer School of Engineering 11/4/2010 ... But it doesn‘t sell! 5 Lack of need recognition for biocides Lack of brand awareness among end consumers Lack of MWX awareness Lack of awareness of the benefits of MWX Lack of incentives for distributors to sell MWX Thayer School of Engineering 11/4/2010 End-User EVC of Kathon MWX 6 Compare costs incurred by end-user who does and does not use Kathon MWX Not Using MWX Using MWX Fluid Concentrate Purchase $ $ Fluid Disposal $ $ Risk of Fluid Disposal % % EVC ...
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...100 Great Marketing Ideas from leading companies around the world Jim Blythe 100 GREAT MARKETING IDEAS FROM LEADING COMPANIES AROUND THE WORLD Jim Blythe Copyright © 2009 Jim Blythe First published in 2009 by Marshall Cavendish Editions An imprint of Marshall Cavendish International 1 New Industrial Road, Singapore 536196 Other Marshall Cavendish offices: Marshall Cavendish Ltd. 5th Floor, 32–38 Saffron Hill, London RC1N 8FH, UK • Marshall Cavendish Corporation. 99 White Plains Road, Tarrytown NY 10591-9001, USA • Marshall Cavendish International (Thailand) Co Ltd. 253 Asoke, 12th Flr, Sukhumvit 21 Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand • Marshall Cavendish (Malaysia) Sdn Bhd, Times Subang, Lot 46, Subang Hi-Tech Industrial Park, Batu Tiga, 40000 Shah Alam, Selangor Darul Ehsan, Malaysia Marshall Cavendish is a trademark of Times Publishing Limited The right of Jim Blythe to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. Requests for permission should be addressed to the publisher. The author and publisher have used their best efforts in preparing this book and disclaim liability arising directly and indirectly from...
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...100 Great Marketing Ideas from leading companies around the world Jim Blythe 100 GREAT MARKETING IDEAS FROM LEADING COMPANIES AROUND THE WORLD Jim Blythe Copyright © 2009 Jim Blythe First published in 2009 by Marshall Cavendish Editions An imprint of Marshall Cavendish International 1 New Industrial Road, Singapore 536196 Other Marshall Cavendish offices: Marshall Cavendish Ltd. 5th Floor, 32–38 Saffron Hill, London RC1N 8FH, UK • Marshall Cavendish Corporation. 99 White Plains Road, Tarrytown NY 10591-9001, USA • Marshall Cavendish International (Thailand) Co Ltd. 253 Asoke, 12th Flr, Sukhumvit 21 Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand • Marshall Cavendish (Malaysia) Sdn Bhd, Times Subang, Lot 46, Subang Hi-Tech Industrial Park, Batu Tiga, 40000 Shah Alam, Selangor Darul Ehsan, Malaysia Marshall Cavendish is a trademark of Times Publishing Limited The right of Jim Blythe to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. Requests for permission should be addressed to the publisher. The author and publisher have used their best efforts in preparing this book and disclaim liability arising...
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...their fundraising efforts with a small donation here: www.YouCaring.com/SupportProjectHelpOrphans . If you have a business, check out their great Sponsorship Opportunities and get your Business promoted to thousands of People. Every dollar helps and is greatly appreciated! Nothing influences people more than a recommendation from a trusted friend.” - Mark Zuckerberg Image Source: http://www.hongkiat.com/blog/creative-facebook-timeline-covers Don’t be afraid to get creative and experiment with your marketing.” - Mike Volpe Image Source: http://www.creativeguerrillamarketing.com/guerrilla-marketing/122-must-see-guerilla-marketing-examples Nobody counts the number of ads you run; they just remember the impression you make.” – Bill Bernbach Image Source: http://thefinancialbrand.com/11702/creative-showcase-may-2010 We offer various sponsorship opportunities to support a great cause and also receive a variety of marketing, promotions and advertisements for your business. For more information, either click the link below or forward to slide #20. Become a sponsor today to help support a great cause. More info here 85% of Americans say they have a more positive image of a product or company when it supports a cause they care about.” Source: MarketingCharts It’s about using the right tools, with the right triggers, within a proper marketing framework” – Vishen Lakhiani Image Source: http://www.btl-europe.com/?module=news&id=162&PHPSESSID= Sponsor our PHO Magazine Slideshare...
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...clarify the appropriate use of these forms. Sole Proprietorship A sole proprietorship is the simplest form of business organization (Cheesman, 2010). Easiest put, the owner of the business is the business. There are several major advantages to operating a business as a sole proprietorship. On the positive side, forming a sole proprietorship is very affordable and can easily be transferred or sold without the approval of additional partners. On the negative side all liability falls on the sole proprietor. My current company is listed as a sole proprietorship. In 2008, I wanted to secure my company name and be established in some way as a real business entity. My funds were low at the time, so the fastest and most frugal method for me to establish was a sole proprietorship. Because business was still in the infant stages, the threat of personal liability was not a concern. Partnership A general partnership, or partnership, is a voluntary association of two or more persons for carrying on a business as co-owners for profit. General partners, or partners, are personally liable for the debts and obligations of the partnership. (Chesseman, 2010) Jamie, Sally and John had a great idea for a business selling organic baked goods. Sally would do the baking, Jamie would do marketing and John was great with accounting. Their idea started when a mutual friend became ill and could only eat certain foods. To be sure their friend...
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...With Best Snacks having comfort of being success the past few years they have now discovered that they must find creative and innovative ways to sell the snacks that the business has been built on. The areas that Best Snacks will need to focus on are sales, marketing new ideas and management support. With over 100 years of notoriety they need to focus on how to be creative by involving the staff and employees thoughts and ideas that can be used for innovative change within the company and the customers that they serve. This paper will attempt to discuss and create a problem statement that Best Snacks, Inc. and its team players are facing and needs to resolve. The resolution will need to implement a strategic plan that will be able to identify, define, and have a purpose and display what the priorities are needed to ensure a successful outcome. The problem solution will begin with realizing what the creative and innovative plan will need to have in order for the implementation to begin the process. The order of business has been brought forth by Elizabeth Fairchild who is the Chief Executive Officer and believes that Sabrina McKay, Vice President of Organizational Development will be able to implement some fresh and new ideas (Scenario, 2006). Sabrina’s area of accomplishments is within organizational development which can produce innovation through the people who are within the organization. While the staff is more than willing to finding ways to accomplish increasing sales they...
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...Research Methodology Literature Review Guerrilla Marketing Magdalena Andovska ID: 9764 15.01.2013 In the 21st century people are surrounded by different technology every day. Marketing in general has a lot of influence on the development and progress of modern life. This kind of service is growing on daily basis. Guerrilla marketing represents a marketing strategy. It uses the most specific and unusual methods to advertise. Even though it exists from earlier, it became popular in the 1900s. Jay Conrad Levinson is considered the “father” of guerrilla marketing because he introduced this term in his book “Guerrilla Marketing.” This book is considered to be the milestone for this marketing strategy. In this book Levinson has defined guerrilla marketing according to what it represents from his point of view. Since then there are a lot of changes made because of the development of advertising in general. Guerrilla marketing actually represents an advertising strategy which means using low-cost and unconventional means for advertising. Guerrilla marketing focuses on low budget, imagination and atypical ways to achieve goals. At first guerrilla marketing aimed at small business. This kind of marketing was supposed to help small companies that don't have budget big enough to pay for expansive advertising campaigns. The idea of guerrilla marketing was to help small business advertise on this specific way using specific...
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...Ethel’s Chocolate Lounge Dr. Emily Crawford Principles of Marketing Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Ethel’s Chocolate Lounge is a restaurant with gourmet chocolates where consumers could relax. This lounge was trying to be like a Starbucks. They wanted to sell gourmet chocolates for decent prices. The best type of consuming decision that best describes the choice to indulge at Ethel’s would be to use the extensive decision making. Extensive decision making is the most complex type of consumer decision making when buying an unfamiliar, expensive product (Lamb, Hair, McDaniel, 2010, p.80). Because Ethel’s Chocolate Lounge provided great quality for consumers, they have a higher level of interest in indulging at Ethel’s. John wanted to maintain Ethel’s special treats, so he continued to make affordable gourmet chocolates. “In our extensive consumer research, women told us they wanted an approachable place to select, purchase, and hangout and enjoy chocolate more frequently. And they said they were tired of mystery middles; where chocolate pieces are tossed off after one bite because the centers aren’t expected. That’s why we created the Ethel’s brand, which includes the first ever approachable gourmet chocolate for everyday and our chocolate lounges,” says John Haugh, president of Ethel’s (chocolateatlas, 2012). Some examples why consumers would use the extensive decision making would be because Ethel’s...
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...Company Motivational Profile Google is a company which was formed in 1998 by two men; Sergey Brin and Larry Page. The search engine was named “Google” after a similar word “googol” which means a number “1” followed by “100” zeros, meaning “a lot” of information. The two men shared one mission which was to organize information on the internet, making it so everyone could access, making it more useful overtime. When Google.com was formed in 1998, it was basically a search engine which allowed people to search for basic information. Today’s Google.com offers a much broader selection of services which can be found through their search engine. Google also offers many services along with its famous search engine such as Google Maps, You-Tube, Google Apps, Google Earth, Gmail, Google Calendar and Google Docs which are all programs designed to help users find information more efficiently. Google also earns profits through advertising; from displaying text ads for mobile advertising to large and small companies as well. Google first came to light with their first advertising program in 2000 called Ad Words, which was a program that allowed people to see how ads can be useful. Currently, the company is involved into display advertising which is growing rapidly due to products such as their Google Display Network, comprised of over 1 million partnered websites including other Google-owned websites such as YouTube. Google has recently posted a third-quarter revenue of $7.20...
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...Challenges of Setting up a Niche Business Robin Holland Professor William Simonpietri BUS 100 Introduction to Business July 22, 2010 Challenges of Setting up a Niche Business Identify at least three challenges when setting up a business. Explain why they are challenges. One of the challenges of setting up a business is, upon setting up a business you have the vision and idea of how it’s to operate however, if the application falls short then your business may be shelved for some time. It is important to make sure that your applications are secure before anything else is set up. Business owners must have the money to fund the project and also if not an online business they would need to secure a great venue for the business. Another challenge would be having partners. Partners are good initially because they generally come with great ideas and more importantly finances. However, there is always a chance that the partner will pull out and no longer be apart of your business which leaves you less their finances, help, and ideas. Lastly, choosing what type of business you want. This could be challenging because if you’re choosing a “Niche” style business you must understand and remember that this style of business can not be served by the main stream providers therefore, you must determine where and how you plan to provide your products and what would be the best way to make it profitable. Define what a “Niche” product is. Give at...
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...*******This is what I turned in. Please take into account the professor comments when you analyse the case. Good luck!****** Pepsi Refresh Project Case Analysis Problem Definition Should Pepsi continue the Pepsi Refresh Project? If so, how should the marketing strategy and execution be changed to use the project’s success to drive Pepsi sales? Decision Alternatives ( add a bit more detail with each alternative) 1. Discontinue the Pepsi Refresh Project and use the funds for advertising again. 2. Continue the project as it was originally intended. 3. Continue the project with less commitment and a different purpose. Background Pepsi brand originated in 1898 as a hand mixed carbonated drink sold at a pharmacy in North Carolina. It is a division of PepsiCo, a global brand that sells snack foods, beverages, and food brands. Valued at over $14 billion, PepsiCo is ranked 23rd on the Interbrand best global brands list. The Pepsi brand includes Pepsi, Diet Pepsi and Pepsi Max. Pepsi brand is positioned as the drink for the young and the young at heart. The senior marketing director and the head of the Pepsi Refresh Project, Ana Maria Irazabal says, “Pepsi’s DNA has always been, “Spirit of the challenger, celebration of next generation, and of optimism & things young at heart.”” Pepsi has always positioned its drink for the young and young at heart and has featured artists, models, sports figures, and the like in their advertising to promote this...
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...Currently, the company is partnered by Steven Spielberg, Stacey Snider and The Reliance Anil Dhirubhai Ambani Group. The first movie released by DreamWorks was ‘The Peacemaker’ in September 1997 and the first animated movie released was ‘Antz’ in 1998, and also ‘The Prince of Egypt’ in same year. (Our History, 2010). Both the movies were made using ‘Computer-Generated Imagery’ (CGI) technology along with traditional animation techniques. Because of great success of CGI movies, DreamWorks SKG created new division named DreamWorks Animation in year 2000. It would produce both kind of animated feature films. In year 2001, Shrek went on to win first Academy Award for Best Animated Feature Film. After success of Shrek, Shrek 2 and Shark Tale was release in year 2004. DreamWorks Animation was the first studio to produce two CG movies in one year. (DreamWorks Animation, May 3, 2014.) With immense success, the animation division was turned into different publicly traded company named DreamWorks Animation (DWA) and was incorporated on 28th October 2004. Being a separate company DWA produces animated films and television programs. Jeffery Katzenberg became the CEO of DWA. (Our History, 2010) As of 2013, company’s net revenue was $ 706.9 million and it employed nearly 2100 employees. (DreamWorks Animation, 2014) DreamWorks Animation SKG was ranked 12th, 14th, and 10th in year 2013, 2012, 2011...
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...Krishnammal College for Women, Coimbatore. “A STUDY ON INFLUENCE OF CELEBRITY ADVERTISEMENT IN TELEVISION ON CONSUMERS’ PURCHASE DECISION” *Mrs.C.Gomathy **Mrs.G.Kalavathy ***Ms.P.Keerthika ABSTRACT The impact of television is vital because of its enormous potential as an audio-visual communicator. Television enables the creative man to communicate by combining motion, sounds, words, colour, personality and stage setting to express and demonstrate ideas to large and widely distributed audience. T.V. advertisements usually play a role in either introducing a product reinforcing the familiarity to the product and also convincing to purchase the product. Advertisements are among the most visible of the marketing strategy and have been the subject of a great deal of attention in the last ten to fifteen years. Advertisement cannot only change emotions but give subliminal message. Celebrity Advertising has become a significant tool for creating awareness of products. The important point in celebrity advertising is the effectiveness with which they are endorsing the product. By the mere presence of celebrity, the product will not make a sale. This study makes an attempt to find out whether the consumers are influenced by celebrity...
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...Executive Summary The Sneaker Seeker is a new company that sole purpose is to create a shoe that will track the where-a-bouts of not just children, but for people with mental conditions such as, Dementia or Alzheimer's. The goal is to build a shoe that is comfortable and stylish, but can track a person without any boundaries. The research showed that out of 100 people between the ages of 12 to 50 that had done a survey on would they where a sneaker that had a tracking device inside the results was mixed. Surprisingly 40% said that it would be invasion of privacy and wouldn’t wear the shoe, but a whopping 60% said that they would. Throughout this paper you will see the need for a shoe of this caliber. It is better to have safety, then to have a loved one missing for years. The shoes will go through a shoe press, this process takes the materials, such as leather or clothes shape the shoe into various parts, but in this process the GPS tracking device will be securely implanted in the tongue of the shoe. The GPS device will have a special plastic coating on it to prevent electrical shock or water damage to the device itself. The materials used will be made based on the style and type of shoe that is being manufactured. Leather would be used to make the running style, dress, and casual shoes. A cloth material will be used for tennis style shoes and causal walking shoes. Using a...
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