...to me to read about the success stories of some of my favorite brands and companies, finding out how stores that I shop in everyday got their start. So it seemed to me that if I had to study a company I would step outside of my comfort zone where I’m usually doing research on retailers such as Chanel and Dolce and Gabbana that I would try something new, and hence I came up with the idea to study the company of Wal-mart. Wal-mart is a store that everyone can say they have shopped in at least once in their lifetime; it’s even become an international company. From doing this research I really hope to learn the history of the Walton family and how they got started and how they managed to get to the place that they are in now. I plan to use sources from the internet and book sources that relate to the family as well as the brand. The success story of Wal-mart has always been one of interest to me and it will be an interesting topic to research and write about. I hope to also get a behind the scene look at the proper way of operation a business from an entrepreneur standpoint as this will help me someday when I plan to open my own company. I look forward to knowledge, tips, and information I will gather by the time I have completed this project. References Sam Walton. (n.d.). Wikipedia, the free encyclopedia. Retrieved September 12, 2012, from http://en.wikipedia.org/wiki/Sam_Walton Walmart Corporate - Our Story. (n.d.). Walmart Corporate...
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...and an agreed monetary exchange for the right to use any or all of its contents. Executive Summary ...................................................................................................................................................................................................... 2 Brand Situation.............................................................................................................................................................................................................. 2 Findings, Insights and Issues......................................................................................................................................................................................... 3 Brand Switching ...................................................................................................................................................................................................... 3 Experience and Lifestyle ........................................................................................................................................................................................ 3 Wealth and Success............................................................................................................................................................................................... 4 Marketing Objectives...
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...objective. Marketing Objective & Strategy Dos Equis has a targeted market of primarily 21-to-34 year old males who consider themselves trend leaders and a cut above mainstream frat boys (Brand Channel, 2014). The targeted market is geared towards males who lead energetic social lives and active lifestyles (Brand Channel, 2014). In researching the profile of Dos Equis’ target market, “These consumers have very active lifestyles, energetic social lives, they’re out and about a lot with their friends and women and they like to collect stories and experiences as part of their social currency” (Alexzander, Renee 2013). The objective for Dos Equis was to grasp the attention of that age group, and they have successfully done that by jumping from #11 in import beers to #8 in one year. Their message is very clear and unique among the other imported beer manufacturers. Loyalty and Branding “The Most Interesting Man in the World” was introduced to the target audience as a face to match the same bold and unique taste of the beer. The branding strategy was portraying a man who is experienced in life and can conquer the unbelievable; this causes consumers to look at him as a renaissance man motivating others to live life in the same aspect. Since birthing “The Most Interesting Man” he has been the face displayed through social media, causing those who do not consume beer to research who he is....
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...Sell a story…tell a product. Storytelling has been one of the oldest arts in the human history, ¿Why we would use something that old for an innovating idea? Stories are carried with feelings, and sensations, they transport you to an exact place where you can feel the cold air in your cheeks, you can smell the roses, and hear the rush of the water. The key Word: Emotions. Times in Marketing has changed, in the last years the strategy was cold and undirected to the costumer, now marketing is trying to reconnected with them. By telling a story, you start with “Once upon a time” creating a background so the person that will be hearing your story feels that he is part of that beginning, he satisfies his necessity of belonging, so as the story keep growing he will feel identify and emotionally correspond with the story of the brand and not just to the product. The Brand Storytelling is giving the costumer more than a product to or a bunch of numbers and statistics. The idea is humanizing brands through the power of Storytelling. Storytelling and marketing share a common goal - to create communication that is interesting and encourages a specific reaction. Organizational consultants and managers have also discovered the power of storytelling in organizations. A good story of organizational transformation in one organization might motivate similar organizations to change as well; also, the informal stories people tell to each other about organizational norms, policies and...
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...your corporate personality and brand image. • It’s trending hot. Corporate videos are trending hot. There’s a lot of compelling evidence suggesting that corporate video marketing is a major success story in advertising and marketing campaigns. Here are some very interesting statistics to support the point: • The value of one minute of video is estimated to be 1.8 Million Words (the equivalent of 3,600 typical web pages). • 45 % of Internet users view at least one video online over the course of a month. • 100 Million Internet users watch online video each day. And a whole of them are looking to buy a service or...
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...approach. What I liked about this brand was the kind of investment that it had put in for marketing activities. Ofcourse all these happened because it had the support of its parent company. Garnier can be considered as a masstige brand. Although positioned as a premium offering, the brand was wise enough to price it reasonable. Currently Garnier is targeting the middle and upper socio-economic class. Globally Loreal is a company that is famous for its product innovation. Garnier too has built its brand by launching new products on a regular basis. A strategy based on product innovation works best for a brand like Garnier. When the consumer sees regular new product flow from the brand, it creates a sense of excitement with in the consumer which will prompt her to stick to this brand.Garnier was the first brand to introduce a cream based hair coloring solution. Garnier is now present in a diverse range of personal care product categories. It is present in the hair-care and skin-care segments. The brand have two sub-brands : Garnier Fructis and Garnier Ultra Doux. Fructis is an interesting sub-brand which has clicked in the Indian market because of its positioning as a fruit based product. Consumers readily embraced this variant because it made sense to depend on a natural shampoo rather than chemical based one. Garnier is positioned as a nature- based ( green) innovative personal care brand which takes care of your skin. The brand has a very catchy tagline " Take Care...
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...Brands often witness the start of their journey coming to a standstill when they fail to facilitate the cultural aspects and norms of a society no matter how successful they have been in ages in their own country. What happened with Tetley in Pakistan is an interesting story; it failed to do well despite its established existence in the UK since 1837. Even in UK tea is preferred more over coffee which caters to a different cultural set. Similarly, tea is more of a South Asian concept, it is consumed in a totally different manner as compared to the UK market that is why flavored tea doesn’t strike us well into its consumption, the cultural phenomenon cannot be ignored, orange tea or strawberry tea and that too a hot beverage cannot relate to the Pakistani market. For any brand to be known well awareness needs to be created when it is launched while the key to success is based upon three important factors: • Differentiation • Doing something with an Impact • Creating publicity However, at the end of the day perception matters a lot, if the perceived positioning is tainted the brand image would have a negative impact. Tetley internationally has a trendy positioning, that comprised of innovation and younger, upbeat and lively brand. On the other hand, Lipton had been targeting the youth with their tea bags which is also going through a shift to target house wives and offices. Supreme had been successful because of its cultural association while Lipton too...
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...creating the energy drinks category and is a market leader in USA and European markets where is present. Essential to Red Bull’s success was the use of word-of-mouth marketing and the fact that they were seeking to break the traditional rules of marketing by reaching consumers in innovative ways. Red Bull are using pull marketing extensively. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of their events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales. The company also uses consumer education teams that go around and talk to people one-to-one about the product, handing out free cans of Red Bull. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a domino effect. Through its sponsorship of extreme sports events, it developed a movement among marketing-wary targeted age group of 18 to 29 years old, who perceived it as an anti-brand. By playing on associations with danger, energy and extreme adventure-related sports, such as motor sports, mountain biking, and...
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...compare their actual use of social media* with how marketers think they use it. Read on to see how wrong most marketers are! We have brought to life the findings with examples from our work on brandgym projects, and through interesting case studies we have come across in our blogging and book writing. * To clarify, this study focuses on the creation of content using social media (e.g. Facebook pages, Twitter feeds) and not online advertising on social media sites. In this, our 6th global survey, we ask “Can Social Media Show you the Money?”. The brandgym partners Introduction Social media is a red-hot topic today. Social media is sexy, shiny and new. And it’s also a bit scary, with headlines screaming that the whole world of marketing is changing, and that ‘old’ media like TV advertising is dead. However, data on the brand and business building effects of social media is thin on the ground. We felt it was time to cut through the hype and hysteria around social media, to better understand the role it can play. We wanted to find out: “Can social media show you the money?” How social is your brand?: accepting the limitations of social media, what role can it play for your brand? What consumers really want: the real reasons for consumers using social media from brands are not what marketers think. Key platforms : Which social media channels to focus on, and why. Hype SOCIAL MEDIA MARKETING More Hype In this paper we look at the following...
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...Here’s an interesting fact for marketeers. A 2005 study conducted by the Paperboard Packaging Alliance showed that in the minds of consumers, product and package are one and the same. Whatever a package says to a shopper – through words, graphics, material, size – is exactly what its contents become, be they a bottle of perfume or a bottle of milk. An interesting fact for distributors: choosing the right size and material for your packaging could cut your logistical costs considerably. Wherever you are in the supply chain, your department needs to think hard about packaging: an under-discussed but increasingly important factor in commercial success. In her paper investigating product packaging, Bo Rundh lists the external influences on package design that show it to be a continuously developing part of business. Over the past decade, changes in consumer behaviour, environmental concerns, globalization, distribution, marketing and technology have turned effective packaging design into a fine art. Designers must now be aware, for instance, of current cultural opinions on healthy living and lifestyle choices, of the latest policies on green business practice, and on local preferences in the different regions they sell to. They must also consider unit costs, as well as the durability of packaging materials for the purposes of shipping and handling. Balancing these considerations carefully is central in establishing competitive advantage. It is important that businesses...
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...MGMT 338 International Business August 26, 2012 KFC’s Radical Approach to China The Factors Behind Their Success Westernized fast food chains are steadily growing in foreign countries. Kentucky Fried Chicken is one of the leading U.S. fast food chains currently in China. There are several factors that have contributed to KFC’s rapid expansion and success in China. The story of KFC in China is one of great success on an economic level, as well as a great example of international business. There are many factors behind KFC’s success in China which include, five competitive advantages: infusing a Western brand with Chinese characteristics, expanding rapidly, developing a logistics network, training employees in service, and focusing on ownership rather than franchising. KFC is part of the Yum! Brand, which also owns Pizza Hut and Taco Bell. KFC China’s success in the international market has all been due to its five competitive advantages. The first of these advantages is infusing a Western brand with Chinese characteristics. KFC China makes sure that even though it is a US chain and restaurant it has worked hard to assimilate into the Chinese culture. They have done this by offering a variety of menu choices that cater to the local cuisine. They have also expanded their kitchens and their workforce to be able to produce and accommodate for the additional menu options. Extended families are a big part of Chinese culture; KFC China has acknowledged this by increasing...
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...Background Anthony Francis Fernandes was born on the April 30th 1964 to a Goan father and a Kristang mother and raised in Kuala Lumpur. He graduated from the London School of Economics in 1987. He worked very briefly with Virgin Atlantic as an auditor, subsequently becoming the financial controller for Richard Branson's Virgin Records in London until 1989. Tony became the youngest managing director of Warner Music (Malaysia) Sdn Bhd and in 1992, became the Southeast Asian regional vice-president for Warner Music Group. When Time Warner Inc. announced its merger with America Online Inc. in 2001, Tony left to pursue his dream of starting a budget no-frills airline which AirAsia with the tagline “Now everyone can fly.” He also founded the Tune Group companies Tony Fernandes is a true visionary. For all the business that Tony was involved, he showed a clear picture into the future of these industries. Moreover, he exercised great judgment in decisions that change the situation, usually following at the most appropriate. When he was six years old, he announced that he will start an airline and his father who was a physician quoted to him "if you make past the doorman of Hilton Hotel, I will be happy". He did make past the doorman of Hilton and then did not stop there. Marketing is in his blood as his mother ran a successful direct-selling Tupperware business in Malaysia. Venturing into the AirAsia Business When he was studying in Epsom, a boarding school in southern...
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...redistribution of copyrighted material. Downloading this document for the purpose of redistribution is prohibited. Marketers realize that emotions are important. But they’re not quite sure why—or what to do about it. by William J. McEwen Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article “Inside the Mind of the Chinese Consumer” Source: Gallup Management Journal (http://gmi.gallup.com) It should come as no surprise that humans are emotional creatures. Even a casual glimpse into the nation’s driveways, liquor cabinets, and cosmetics shelves reveals that consumers make buying decisions based in part on their feelings and emotions about particular brands. And marketers have long recognized the fact that emotions play a key role when consumers are talking about—or purchasing—products in categories as disparate as those represented by brands like Mercedes, Kodak, and Louis Vuitton. Although none of this seems all that newsworthy, marketers appear to be rediscovering the power of human emotions, as evidenced by a raft of books and articles now in bookstores and on marketers’ desks. Perhaps you’ve already read Passion Branding, Emotional Branding, The Culting of Brands, or Lovemarks. Or you may have noticed that the Journal of Advertising Research recently devoted an entire issue to studies of “Emotion in Advertising.” Suddenly, it seems that the new marketing millennium is all about emotions. And whatever has sparked this...
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... League TabLe 2013 Innovation and execution for consumer brands Incite | Innovation League Table 01 Introduction Innovation matters for any brand. It’s the number one influencer of consumer purchasing behaviour and it has a big impact on sales potential. But it’s wrong to assume that only shiny technology products attract consumer plaudits for innovation. Read on to learn which brands are seen as the most innovative in FMCG, Retail, Finance, Automotive, Technology and Charity, as well as how you can influence how consumers feel about the innovation your brand displays – without relying on products. Incite, the market research consultancy, has produced its Innovation League Table for 2013, revealing who’s got the right formula, as well as how brands can apply new strategies to excel at innovation. Incite surveyed 3,000 UK consumers both unprompted and then based on over 500 popular brands to rank their perceptions of the UK’s most innovative brands. For the first time since its inception, the study also measured the degree of perceived innovation in marketing communications to investigate consumer attitudes towards what makes a brand innovative and how this relates to its overall perception. We know that marketers have the power to drive innovation, but in order to woo consumers, brands need to understand the underlying factors that are perceived to drive innovation in order to apply it to their brand. Is it about inspiring advertising? Making consumers’ lives easier...
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... Nirma Company is one of the biggest company in the India. Today Nirma enjoy positioning itself as one of the India’s “top 10” brand in the country. It is public limited company. Mostly is such a vast industry that is requires worker qualified in the branches. For E.g. M.B.A., C.A., B.C.A. & you will be astonished to know that such a large company was started only by one person in 1969 & he is great Karashanbhai patel who proved the slogan “Rag to Riches”. The qualification of Karashanbhai Patel is up to standard 5 at a very early age. He himself had started marketing detergent and soap from door to door & village to village. Nirma is not looking the better sole of it’s product but also they are looking better quality. Thus Nirma operates a mission to provide, “Better Products, Better Value, Better Living” “Better Products, Better Value, Better Living” Page No: 1.2 History & Development The Story of NIRMA & LIMITED is not the story of detergent of powder. It is much more the story of the men working there and that the reason that it is interesting. Shir Karshanbhai K. Patel who is the founder of this such a big organization. The Nirma story began in 1969, when Mr. K.K.Patel rolled out the first bag of phosphate free synthetic detergents powder, signaling the lunch of NIRMA...
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