...Product red is one of the most iconic brands of the world that contributes towards combating HIV/Aids in Africa. It does so by partnering with renowned brands like Nike, Apple Inc. and American Express. Ever since its inception in 2006, the pR team has been working on engaging private organisations to own the designing, manufacturing and marketing of red products. Up to 50% of the profits from the sale of these products are given to the Global Fund. The main strategy Having paired up with reputed brands as well as taken measures to bring about transparency and accountability to the public, PR has instilled itself in the minds of many. The company has been successful in reaching a 25 million dollar mark and helping underprivileged Africans fight AIDS. Despite its success pr faces challenges concerning its sustainability and partnership. Further, the company needs to work on eliminating confusion regarding its business model and striking a balance between generation of money and its responsibility towards environment and society. The key issue would be a marriage of partnership and sustainability. And for solving this, the company needs to focus on choosing partners wisely. For instance, it should concentrate on pairing with brands producing products that require frequent purchase such as FMCG’s rather than electronics. Further, it should make sure that the products are innovative enough to keep the brand fresh in the eyes of the public. Most importantly, Red needs to choose...
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...Band Management Case 1 A case Analysis of (Product) Red (A) Submitted By: Amit Pathak Navin Koirala February 18, 2015 Synopsis (Product) Red (A) is an innovative business model which integrates business and charity together. (Product) Red (A) is an original approach of raising fund for AIDS patient in Africa by Licensing the brand to the business giant of the world and the fund directly going to Global fund of United Nation. This innovative approach has been very successful in collecting funds raising it form $5million to $50 million contribution by the private/corporate sectors. Case Facts Product (Red) is the best instance which can be taken as one of the best marketing campaign with the assist of many huge and reputed firms. The sole purpose of this campaign is to raise funds for HIV/AIDS victims in Africa through “The Global Fund” which is a nonprofit organization with the corporation of reputed business organization like GAP, Armani, Apple, Converse, American Express, Motorola etc. The main concept of this whole campaign is to raise fund with the purchase of Product (RED) and certain part from the purchased amount is funded in the Global Fund to help in the prevention and treatment of HIV/AIDS patient in Africa by bearing the cost of Antiretroviral Drug (ARV), a treatable drug to extend the patient’s lives. Above all this article carries out the various facts and details about Product (RED) and its stages of the development and its business models which are pointed...
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...------------------------------------------------- Red Bull Vodka ------------------------------------------------- Developing Products and Promotion Strategy Farhan Shah Ramlan (2168102) Abstract MK3UWA: New Product or Service Marketing Plan Introduction Red Bull Gives You Wings Being a market leader in the market of energy drinks and being in the mature stage of the their product life cycle, RedBull constantly comes up with new ideas and strategies to stay at the top of the consumer business among its competitors. By having a variety of types of drinks to cater to different segments of the market, RedBull has introduced various editions of the internationally-renowned energy drink to cater to different segments of the market, such as Red Bull Cola for teenagers, Red Bull Zero Calorie & SugarFree for the health conscious, and flavored Red Bull Cranberry, Lime and Blueberry to meet the wants of the consumers who seek variety. With the introduction of a new addition to the existing product line around the 2014 FIFA World Cup, a major sporting event and a worldwide phenomenon that is watched by millions around the globe at the stadium or at their local pubs or even on the television in their homes. Red Bull aims to increase brand awareness by associating the brand name to the event and increase market share by developing a unique selling point/product differentiation in order to obtain some of the competitors’ regular consumers. The introduction of this new product will not cannibalize...
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...Although Product (RED) business model has thus far resulted in profits for partners and record private sector donations, the brand it is building is not sustainable without adjustments to the company’s marketing strategy. Symptoms of the increasing strain on the (RED) brand have manifested in the form of public misconceptions and protests around the business model, equivocal brand equity, and the growing gap between the revenue needed in the short term and the brand-building trajectory in the long term. To increase sustainability, the (RED) team should grow look for growth in its customer and partner base, as well as better retention mechanisms. (RED) can do this by updating its brand positioning to be less exclusive and more independent of its partners; communicating the end value of (RED) back to these customers in a more immediate way; and acquiring new partners that extend the current brand into adjacent sectors that underscore the repositioned brand. (RED)’s brand currently works as a “premium” value-add to the products that their partners make, based on association. In order to create the sense of selectivity, (RED) gathered together an ecosystem of brands – such as GAP, Starbucks, American Express – that together represented a distinct slice of consumer lifestyle. In so doing, (RED) received as much branding by association as it conferred, if not more. In turn, managing the (RED) brand has become as complex as having to monitor all the partner brands and their effect...
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...When you ask an expectant mother or father what they hope they are having, the response is usually “I don’t care if it is a boy or girl as long as they are healthy”. What if they aren’t? Meet Braelyn. She was due in April but born in January. Her parents live here in Murray, but Braelyn was born in Nashville. Because she was premature, she had to stay in the NICU. Once her mother was discharged from the hospital a few days after her birth, what was she to do? Would she leave her daughter in Nashville and return home to Murray? That’s not a likely option. She couldn’t afford to pay for a hotel, especially when she was told that Braelyn could be in the hospital for weeks. At that point someone told her about the Ronald McDonald House. The Ronald McDonald House is a safe place to stay within walking distance from the hospital; it is like a hotel with a dorm set-up that has rates based on your income. The Ronald McDonald House if mostly funded by donations. One way to donate is through cause marketing by buying a Happy Meal. Cause marketing (also referred to as cause-related marketing) is a type of marketing that involves the cooperative efforts of a “for profit” business and a nonprofit organization for mutual benefit. According to adage.com, the field of cause marketing began in 1983, when American Express raised money for the restoration of the Statue of Liberty. Adage.com states that “During a 3 month period, American Express offered to contribute one cent for each...
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...Recently, quality and price of products are no longer important as features for customers to choose. Because of the similarity of all kind of products including quality and price, customers would pay more attention on the different of every single company and their products as well. In this situation, social value might be the striking factor that leads to the success. In other words, purchasers are not only willing to support mentally, but with the meaning social activities, they are also enthusiastically responding with hearts as well as their money. And one of the most effective marketing strategies to attract customers to the social activity is cause marketing or cause-related marketing. Besides, providing funds for projects or researches for social welfare is an excellent expression of responsible citizen of organization, also is a best chance to enhance company’s image through mass media communications. Cause marketing is simply cooperation between for-profit business and non-profit organization for mutual benefit. Adkins (1999) also believes that “Cause Related Marketing as ‘a commercial activities by which a business with a product, service or image to market builds a relationship with a cause or a number of causes for mutual benefit’”. In other words, the relationship will be form when both parties have contributed and had certain benefits mutually. According to Daw (2006), for over the last twenty years, the development of cause marketing has presented itself in diverse...
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...! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Starbucks! Community Report William Poon! MGMT 192! Frank Theuerkorn! 21th October, 2013 ! ! Hazelnut Macchiato, Americano, Latte, Mocha -- whatever you call it, the beverages provide a feeling of comfort and warmth. On a global level, Starbucks is trying to advance on how they look at their community, which is not only where the stores are located, but in every inch of the world. From the 2012 Starbucks Global Responsibility Report, we have been told that Starbucks is trying to Mobilize their employees, which they call partners, as well as customers to contribute over a million hours of community service all over the globe per year by 2015. As they are engaging in the community, they are also planning the future. By creating the Youth Action program back in 2008, they have engaged over 50,000 young people for the past three years. In hopes to help the next generation and encouraging them to build successful and socially responsible business as well as a nonprofit organization. Additionally, Starbucks supports communities through “farmer loans” and “ethical sourcing programs”. “In Indonesia’s Aceh province, Starbucks has teamed with Save the Children to improve children’s health and education in coffee-growing communities through BLEND (Better Living, Education, Nutrition, and Development).” (Farming Communities - 2012 Starbucks G.R.R.) Since the BLEND project started in 2009 it has made a dramatic difference...
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...FINANCIAL MARKET: Assignment 3 14 octobre 2013 Alberto de Arriba Meriem Berrada Master of Finance Universidad Carlos III de Madrid Marcos Lain Lianna Petrosyan Scolar Year 2013-2014 1 INTRODUCTION 1 Introduction The main aim of this third assignment is to compare between the evolution of spread and depth using two dierent ways to assemble stocks in portfolios. 1.1 Data We have one month of data concerning 40 rms quoted in stock Exchange per minute. For each stock, for each day, we have a detailed amount of messages, detph for ask and bid and the volume traded. AA ADBE AMAT AMZN BHI BRCM CELG COST CTSH DIS EBAY GE GILD GOOG HON INTC KMB MMM PFE PNC 1.2 Instructions Alcoa Adobe System Applied Material Amazone.com Baker Hughes Inc Broadcom Celgene Costco Wholesale Cognizant Technology Walt Disney Ebay General Electric Gilead Sciences, Inc Google Honeywell International Intel Corp Kimberly-Clark 3M Corp P zer Pnc Finance AAPL AGN AMGN AXP BIIB CB CMCSA CSCO DELL DOW ESRX GENDZ GLW GPS HPQ ISRB KR MOS PG SWIN Apple Inc Allergan Inc Amgen Inc American Express Co Biogen Idec Inc Chubb Comcast Cisco Dell Dow Chemical Express Scripts Holding Corning inc Gap inc Hewlett-Packard intuitive surgical Kroger Mosaic Corp Procter and Gamble Southwestern Energy Construct 4 equally portfolios with the average of message by stock as criteria. Plot the graphs reprensenting the spread, depths, messages and volume for these portfolios. Construct 4 equally...
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...international specialty retailer offering clothing, accessories and personal care products for men, women, children and babies. Gap owned and operated more than 3,100 Gap, Banana Republic and Old Navy stores world wide in 2010. With stores located in the U.S, UK, Canada, France, Japan and Germany, Gap Inc. employees nearly 165,000 employees world wide. Since 2002 Gap Inc. has been a number of issues including the declining sales of the family clothing store industry. During this time many turnaround strategies have been implemented in the attempt to eliminate long term debt, redesign the companies online presence, create a new e-commerce platform, expensing internationally and improving quality, styling and overall image. Through this adoption since 2002, the market share and sales of Gap Inc. have still decreased and the brand image has also taken a hit. An Internal analysis shows that even though sales have decreased, Gaps financial performance has strengthened year on year. Gap’s Liquidity, leverage and profitability have shown a stead increase that has helped the company maintain a stronger business situation than competitors throughout the recession. A SWOT analysis of Gaps Inc.’s internal structure shows strengths in net profit margins, a strong franchising model and the reinstatement of their strong brand image. Weaknesses include high levels of competition, large amount of substitutable products and low switching costs for consumers. Some opportunities that Gap Inc. could...
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...History Every retail business has its beginning, every business has a bit of history that encouraged certain individuals to push forth and build something not only for them, but something that the whole world could use and be inspired by. Gap Inc. is definitely a retail business that has a past story that has inspired costumers and anyone wanting to take a step into the world of retail business. Don and Doris Fisher created the Gap in order to cater to their needs, but in the process helped thousands of customers find what they needed when it came to certain merchandise. The year 1969 was a year to remember in the business of retail. Located in San Francisco, California, Donald G. Fisher and wife Doris Fisher opened the very first Gap. Don Fisher initially had no real experience in the business of retail seeing as he made his living from real estate, but when Mr. Fisher could not find the right pair of Levis jeans to fit what he wanted, he decided to take matters into his own hands. He decided to open up his own retail store that would have everything that a customer could dream of having. In order to get his start Mr. Fisher had to identify the type of clothing and the age group that he would appeal to. Considering the time period and his original dilemma with finding the right pair of jeans he found his niche. During this time jeans had become the trend among teens, and even though he wasn’t a part of this generation he felt that he could be more successful in selling to...
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...around the world. Gap has 3,100 stores globally and employs about 150,000 people. A Gap spokeswoman declined to comment on the loss of the top spot to Zara. Let's check analyses of these two giants with full provided information. Firstly take brief tour to their history and about founders. Brief History of Brands Fashion giant, Zara, forms part of the retail group ‘Grupo Inditex’ which Mintel (2007) acknowledges as one of the “largest, fastest growing and successful” clothing retailers across Europe. Grupo Inditex is formulated by an amalgamation of major high street names from across Europe, including Zara, Pull and Bear and Bershka, in total boasting 3.825 stores across 68 countries.Zara’s success story begins by offering a product range capable of catering for men, women and children, providing affordable and stylish clothes whatever...
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...Situational Analysis and Action Plan-Fall into the Gap Dawn N. Noguerra MBA 6241 Human Resource Management in the 21st Century Knowledge Organization PO Box 1214 Inglewood, CA 90308 Telephone: (323) 204-2783 Email: justsyd2001@yahoo.com Instructor: Dr. Jane Abstract Social Recruiting is fairly new tactical way for employers and recruiters to screen potential candidates via social media sites. This trend has been taking place since 2008 and although still in its infant stage, it is slowly but surely gaining momentum in the talent acquisition world. With the world headed into an era where everything is automated or computer driven, Social Recruiting will no longer be a thing of the future but a thing of the present. My Topic Selection that I have chosen is: Social Recruiting: Talent Acquisition & Social Media. According to David Smooke, a San Francisco Bay Area – Director, Content & Social Media @ SmartRecruiters, “Social recruiting is a contested term. It is a concept at the intersection of recruitment and the embryonic field of social media. There are several terms used interchangeably including social hiring, social recruitment and social media recruitment.” Allison Doyle, Job Search and Employment Expert at About.com, said, “Social Recruiting is when companies and recruiters use Facebook, LinkedIn, Twitter and other social media sites to source and recruit candidates for employment.” According to Matt Alder, Strategy Consultant for HR and Founder...
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...Intro GAP is an American clothing and accessories retailer founded in 1969. It is currently the largest specialty apparel retailer in the United States, and the second largest in the world. The company is differentiated into five different brands. Its banner store, GAP, appeals to a wide demographic, selling clothes and accessories for men, women, and children. Banana Republic was purchased in 1983 and is now branded as an upscale retailer. Old Navy is Gap’s attempt to corner the cost leader segment of the market. Piperlime, created in 2006, is Gap’s main foray into the world of online retailing, and Athleta, added in 2009, specializes in women’s athletic wear. Business Profile Recently, Gap has begun to focus on the role international markets will have in its future growth potential. By the end of fiscal year 2013, Gap plans to close 200 Gap stores in North America, which is a cut of almost 20%. They are countering this decrease in the flagship store with an increase in its market diversification, increasing the number of Athleta stores from 10 to 50 by the end of 2013. This will coincide with an expanding of the online brand Piperlime to include men’s apparel, and a possible physical store in the near future. Gap reported a 16% growth in retail sales outside of North America, and to take advantage of this emerging market will follow a strategy of entering a market with a flagship store to build brand recognition, and then introduce smaller stores into surrounding...
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...the retail stores for Gap, Old Navy, and Banana Republic, and Direct, which includes the operations for its online brands, both domestic and international. As of January 28, 2012, the Company had 3,263 store locations, of which 3,036 stores were Company-operated and 227 stores were franchise store locations. (The Gap Inc.) 2. Buckle, Inc. Exchange trade: New York Stock Exchange (NYSE) Ticker Symbol: BKE The Buckle, Inc. is a retailer of casual apparel, footwear, and accessories for men and women. As of January 28, 2012, the company operated 431 retail stores in 43 states throughout the US. The Company markets a selection of brand name casual apparel, including denims, other casual bottoms, tops and accessories. The company purchase products from manufactures within the US, as well as from agents, who source goods from foreign manufactures. (The Buckle, Inc) 3. Methodology of choosing Gap’s peer a. Industry matching Industry is a branch of companies or groups concerned with economic goods or services. Matching industry is an efficient way to find our company’s competitors. b. Target customers matching Target customers are groups that companies interested in and aimed at in their economic activities. Defining customers is the step that before market segmentation process. 1 c. Market segmentation Market segmentation is the identification of portions of the market that are different...
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...satisfy organizational and individual objectives. Kevin Keller and Philip Kotler (2006), in agreement with Varadarajan and Menon Cause related Marketing is that marketing activity that links the firm’s contributions to a designated cause to customers’ engaging directly or indirectly in revenue producing transactions with the firm. On the other hand, "Cause marketing is the action through which a company, a nonprofit organization, or a similar entity markets an image, a product, a service, or a message for mutual benefit of the entity and the cause," writes Marconi in the first chapter of the book Cause Marketing. Barone, Miyazaki and Taylor (2000) noted that there are actually two approaches to cause related marketing. The direct approach, described above by Varadarajan and Menon, links the size of donation to sales of particular products. An example of this is Bashundara Tissue, recently the commenced a new baby diaper and baby tissue, at eve of the launch, they enunciate to donate tk. 1 from sale of the each product to support the babies’ of the unserved segment of the society. The second approach is indirect, providing no clear link between revenue achieved and size of donation. An example of this is Robi’s supporting the young generation of the Bangladesh to do good cause in their locality and serving a social problem clubfeet born baby with a healthcare organization from...
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