...most recognizable companies in the world today. They have both dominated their particular markets to such an extent that they have begun competing for the others market share all over the world. Both companies have expanded to markets all over the world. Sometimes even expanding too fast for their own good. In 2008 Starbucks had oversaturated many domestic markets and ended up closing approximately 600 stores. (Merced, 2008) In the early 2000’s McDonalds realized they needed to revitalize their brand after they had attempted to expand to fast and had taken its customer’s needs for granted. (Light & Kiddon, 2012) McDonalds has reached such market penetration that in the United States it seems like you can’t drive but a few miles without passing the golden arches. They have over thirty five thousand stores, and have established those stores in over one hundred countries Worldwide. (Getting To Know Us) McDonalds had successfully spread their brand all over the world but with profits and brand notoriety falling fast they knew they had to make a change. McDonalds had fallen into a downward spiral of always trying to do what had worked for them in the past. They made every new store look alike instead of focusing on local or changing cultures (Light & Kiddon, 2012). With more and more people, especially in the United States, becoming more health conscious and the Obesity rate skyrocketing, McDonalds posted their first losses since the company had gone public. Focusing on...
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...The brand must always move forward; moving forward in the right direction, with new and compelling offerings and ways to market them (Kotler & Keller, 2009 p 253). Brand must carry on tradition and legacy for the future generation. I believe that brand with time and tradition behind them are stalwart. From a marketing managers perspective, they must make sure that they are meeting organizations goals and objectives by developing and maintaining marketing strategies in creating a strong brand for consumers. Kotler & Keller stated that marketer’s must have a vision of what the brand must be and do for consumers, which is called brand promise (Kotler & Keller, 2009). An article by Jim Carroll, he states that a brand is no longer what you say it is-it’s what they say it is. Carroll states that brands have become tarnished, losing respect in the eyes of consumers because of obsolescence, competition, and business model change or simply as we have seen of late, failure and error (Carroll, 2009). Carroll also challenge organizations ask themselves if their brand is from the “olden days” (Carroll, 2009). Carroll also points out that organizations need to be about brand innovation because it will most likely impact the brand (Carroll, 2009). Carroll states that organizations must: 1) Recognize that brand longevity is a critical issue; 2) Ensure that everyone in the organization is relentlessly focused on the currency of the brand; 3) Make sure that continuous brand innovation is...
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...Chapter 13 1. Pick a product category of interest to you. Examine the history of a leading brand in the category over the last decade or so. How would you characterize the company’s efforts to reinforce or revitalize brand equity? Cellphone product. Apple is the leading brand in cellphone product. In last decade, apple developed really fast. Apply company reinforces its brand equity very successfully. Firstly, apple created very good cellphone product: iPhone. IPhone is a high-end product. It bring reputation for apple. In addition, other products of apple has the same style with iPhone. All of them are equipped with high-tech feeling. The customers want to be intimate with these product. Secondly, apple has its clear target market: young customers. In every apple store, customers can experience the products of apple. This can help apple attract more customers, young customers. Perhaps using the same product category from Q1 (or not), identify what you believe to be a fading brand. What suggestions can you offer to revitalize its brand equity? Try to apply the different approaches suggested in the chapter. Which strategy or strategies would seem to work best? The fading brand of cellphone is Nokia, which is the most successful brand before. For Nokia, it has huge customers before, but now, they lost many customers. So the first suggestion is to recapture the lost customers. Now, the best strategy is to define the target market of Nokia. Then, focused on the new...
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...HOW SHOULD CRACKER JACK BE MARKETED AS A FRITO LAY BRAND? Question 1 STRATEGIC MARKETING: OBJECTIVES AND INITIATIVES Strategic Objectives Offered by Borden 1. Revitalize the customer franchise 2. Improve operating efficiencies 3. Extend Cracker Jack trademark Strategic Initiatives to Achieve Objectives 1. Invest in advertising and promotion to consumers to revitalize customer franchise 2. Improve operating efficiencies through Frito Lay’s DSD distribution 3. Use brand and flavor extensions to extend C-J trademark Positioning in the Salty Snack aisle is preferred to meet strategic initiative 2 of improving operating efficiencies through DSD distribution Advertising of $22 or $32 million preferred to meet strategic initiative 1 of revitalizing the customer franchise Flex Bag packaging preferred to meet strategic initiative 2 of operating efficiencies because of cost reductions RESULTING MARKETING INITIATIVES THAT MEET STRATEGIC OBJECTIVES All Options Position in Salty Snack Aisle & Use DSD Delivery System STM Projections of Manufacturer Pound Volume and Manufacturer Sales Dollars Package Size and Form and Retail Price $22 million Advertising & Promotion Budget $32 million Advertising & Promotion Budget 8-ounce Flex Bag packaging at $1.99 Retail Price 36.4 million pounds $103.7 million factory sales dollars 43.8 million pounds* $124.4 million factory sales dollars* 7-ounce Flex Bag packaging...
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...The Maggi Brand in India Brand Extension and Repositioning Case Background Nestle India Limited is the market leader in Indian Noodle Market with it’s Maggi Brand of Noodles which was pioneer brand launched in 1983 in the packaged food market of India. It took the challenge and established Maggi in Indian market considered to be conservative and typical about food consumption. It appropriate realization of target segment, effective positioning and effective promotion and sales made Maggi to Noodles in India as Xerox it to photocopier. NIL had introduced sauces, ketchups and soups under Maggi brand to reap benefit of brand popularity and image and contribute to financial gains by 1990.Maggi also became successful in sauces, ketchups and soups Market in India. Though NIL tried to extend to other ready to eat products like pickles, cooking aids and paste, It was unsuccessful so dumped those products. Maggi Brand of products sustained recession in 2000 and 2001 in India by introducing economy packets. To fulfill novelty needs of customers and revitalize Maggi Noodles Brand NIL made different attempts by introducing new formulation to new taste but customers resisted change and Maggi had to reintroduce Maggi Noodles in same taste. Maggi Noodle had till 2005 five product line on noodles with four variant in Maggi 2 Minutes Noodle. In 2006 in compliance with NIL target to be “health and Wellness Company” Maggi repositioned it as health and taste food products. NIL has also...
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...[pic] Executive Summary: In a populated hair color market L'Oreal Paris was keen to break out of the traditional industry rut to revitalize its hair color lines. The hair color industry and consumers are changing and going from old to young, from salons to homes. In this changing landscape L'Oreal should try to break the traditional rut by introducing new product lines that incorporate the trends in the market. Social media is an important tool in the process of developing and managing new product lines. L'Oreal should integrate social media from inception to market launch and integrate it within their Marketing strategy. They should use tools and platforms like Google Analytics, Youtube, Pinterest in process of devising push and pull strategies to then solve their overarching challenges of line extensions. Social media should also be continually use to optimize marketing strategy based on consumer feedback. Statement of Problem/Opportunities/Objective: L'Oreal was faced with analyzing the market trends in hair coloring segment, possible course of response from L'Oreal and social media integration for better marketing strategy. The overarching issue L'Oreal was facing was to understand how can they integrate social media into their marketing strategy for the new hair color product. The problem was further divided into following categories: Challenge #1- Trend or Fad?: The marketing team's first challenge was...
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...Should things progress with a positive trend, one of two things is likely to come up: 1. The distribution deal may be renegotiated in favor of one of the two parties (usually the brand as they will likely have other offers of partnership at a lower rate than current partner) 2. The distribution partner may seek regional ownership and offer to purchase a stake. 3. The brand may decide to cancel the partnership and seek to own the channel end to end. 4. The Distributor may launch its own regional brand and end the partnership as owning the channel end to end is far more lucrative for them. In China, all three of these situations have happened. The latest trend with luxury goods has usually resulted in 3 or 4. In terms of many of the French based luxury items, they have purchased the partner out of the relationship and that partner has used the termination funds to launch their own regional brand using the knowledge accumulated during the partnership. Conversely, should things go poorly on the partnership, the following situations may arise: 1. The brand seeks a new partner to revitalize the brand regionally 2. The brand withdraws from the regional market 3. The brand may decide to cancel the partnership and seek to own the channel end to end. Most established brands and distributors usually have clauses in their original agreements, which take these contingencies into account before the formal relationship begins. These may include specific payouts...
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...Artistry Hydra V The Artistry Hydra-V is a skincare product which can deliver maximum hydration benefits for skin and formulated for younger consumers who’re not yet concerned with signs of aging to ensure skin receives the deepest hydrating benefits (Forward Beauty, 18). The Artistry Hydra-V advertisement was released on December 2015 and starring Teresa Palmer. Everything in the ad appears to be the same color as Hydra-V product. The word, “Artistry Hydra-V”, written in big gold letter, fades out at the beginning of the video and Teresa, wearing blue water color dress, walking in the blue water color painted room, waterfalls and ponds; these all are perfectly match with the product. The audience would already know what they are trying to sell and what the product is made for by watching the ad just for five seconds. The advertisement effectively uses logos, ethos, and pathos to convince the audience to buy the product. The first appeal is shown by using logos to give the viewer’s reasoning to buy Hydra-V products. Artistry Hydra-V claims that their products are inspired by Nobel Prize winning research and for men or women of all types of skin. The ads states, “Hydration is the key of beautiful flawless skin. You need water and your skin needs water”, it reminds the viewers they need to treat their skin as they treat their body. This advertisement identifies the ingredients those are from the world’s most pristine places. These are Norwegian fjord water (to release hydration...
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...DISNEY BUY PIXAR | Pros | Cons | Disney have the brand and distribution | External factors, such as increasing competition or a declining industry, can affect future growth | Pixar have the technology and creative part | The seller’s personality and their established relationships may be a major factor for the success of the business | Buying an established business means immediate cash flow | Influenced by Apple | The business will have a financial history, which gives you an idea of what to expect and can make it easier to secure loans and attract investors | Culture between Disney & Pixar | Acquisition of existing customer, contacts, goodwill, suppliers, staff, plant, equipment and stock | Financial stock Dilution | The market for the product (animated movies) is already established | | Existing employees and managers will have experience they can share | | Skipping the start-up stage | | Inheriting systems, customers and image | | Disney consolidate its dominant position in the market | | Pixar improve the capacity of profitability and then create more value | | Revitalize Disney’s animation department, eliminate competition, access to technology & human capital | | | | 1. Buy When assessing if Disney should buy Pixar is necessary to evaluate the pros and cons of the action. Considering the cons, firstly is necessary to understand that there are some external factors such as, increasing competition or the decline of the...
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...the first to introduce the coco-yoghurt in the market. The USP of coco-yoghurt is unique, nourishing, instant and affordable and Nestle will positioned it as a high quality nourishing beverages of consumer’s convenient focus. Positioning statement like “To all baby boomers, Generation X & Y who are always on the go, Nestle Coco-Yoghurt drink is an attributes to a healthy lifestyle of premium ingredients in relation to Convenient, Nourishing and affordable to start your day in seconds. “ Therefore, the positioning will be achieved by leveraging Nestle coco-yoghurt a competitive edge: market experience from its competitors. 1.2 Differentiating i) Product differentiation Firstly, the product is Nestle Coco- Yogurt drink. The brand name defines the unqiue and adventurous taste of the product that comprises mild sweetness of freshly grinded Coco and sourness of dehydrated Yoghurt. The distinctive ingredients selected were attributes to aid health benefits. According to medical research, yogurt and coco...
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...something that only gets stronger as you put more effort into it. Another reason is to “Maximize a Launch: Most businesses understand how crucial launching a new product or service is to the success of your business. Advertisement is much more than just writing a press release and putting it over a wire service. Having a advertisement firm who can maximize media relations, social media, events, award opportunities and other marketing related activities in conjunction with a major release can give you boost up as you launch your product. Utilizing an outside agency for your launch you need to make sure that you have a system in place once the launch is over to continue all the energy and the momentum you have built. Also to “Revitalize a...
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...1. Introduction: In 2006 Nanda Home created the hugely popular “Clocky”, a fun and cute alarm clock that wakes up its customers by rolling around the room and requiring the customer to chase it. Over four years later, sales and profit margins have begun to shrink as Clocky’s product cycle nears its end, and Nanda Home is faced with the difficulties of replicating success. Nanda Home’s key issues revolve around how to market and brand a succeeding product to Clocky. 2. Executive Summary: This paper has identified a number of ways to resolve Nanda Home’s issues. In particular, the following points have been proposed: - Focus on product line extensions as opposed to new categories. Create a megabrand. Hire a sales and marketing team to assist Nanda in operating the business. Seek new distribution channels and utilize online marketing tools to expand the brand’s revenues. Look into collaborations. The key impediment to achieving these goals will be in the execution of the ideas. The core solution to overcoming this issue will be ensuring that Nanda has a successful team behind her to help her reaching her goals. 3. Situation Analysis, Evaluation of Options and Recommendation(s) A) THE MARKET SITUATION Customer Nanda Home has taken a product decision to target the alarm clock sector by introducing Clocky. Therefore, its customers will be alarm clock buyers. There are two types of alarm clock buyers: “Need” based buyers require alarm clocks since waking...
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...and analyze competition with optimize the relationship between the brands and evolve their brand management systems, recognizing efficiencies in their marketing investment while creating a brand environment best suited for cross-selling, developed a comprehensive identity program for the family of Marriott brands and increased the presence of the Marriott brand in the limited-service signatures. The revitalization also extended across a number of other product and service offerings including Marriott Rewards, the loyalty program. The identity system for each brand comprised of a suite of new branding elements applied across all marketing communications and customer touch points. Future Brand developed a range of identity systems that serve to revitalize the Marriott International brand portfolio, and created greater definition for each brand in the marketplace. They observed that while hotels obsess about a smooth check-in, the big moment for travelers occurs upon entering their rooms. Marriott is exploring how to enhance that "exhale moment”, so they build on the industry leading Marriott Mobile app for smartphones. The flagship brand of Marriott International leads the industry in offering mobile check-in and now checkout to 326 North American hotels. Studying marketing and service philosophies outside of hotels is also yielding changes. Marriott is like other brands with initiatives that create no value for franchisees. Competitor...
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...great depression. The reasons that lead to the great depression were the Wall Street crash of 1929. This capitalist economy held the rich in a beneficial position and the poor in a horrific position when this economy collapsed the poor did not bear the suffering it was the rich. Unemployment and various other effects of depression hit the US hard as a result. The main cause of this depression can be attributed to the Wall Street crash, tariffs on foreign goods, a massive poverty gap, overproduction and speculation and other factors. By 1932 Unemployment was over 25 million. The New Deal was successful because it helped decrease unemployment rate through different programs it implemented. Franklin Delano Roosevelt’s objectives were to revitalize the economy as the aftermath of the depression. The way he can/would do so is to bring the unemployment rate down. Roosevelt also wanted women and African Americans to have more rights. He asked “Congress to fund relief for millions of unemployed Americans. In May, Congress established the Federal Relief Administration (FERA)”(742) Shortly after in November of 1933, Roosevelt established the Civil Works Administration that put 2.6 million men and women to work 1929 | 2.6 million | 1933 | 15 million | 1935 | 11 million | 1937 | 8.3 million | 1938 | 10.5 million | 1939 | 9.2 million | 1940 | 8 million | with in thirty-days. This chart above is the amount of people unemployed. Earlier in the year of 1933, “Congress...
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...Beyoncé was premiered, Gaga’s obsessive fans and many pop-culture observers began to break it down frame by frame. Surprisingly, it was not the blatant nudity, lesbianism or poison, but the product placement sprinkled throughout the video that garnered viewers’ attention most. The video’s remarkable number of product placements showcases the consumerist culture we are in, where advertisers strive to revitalize and raise public awareness of their brands by incorporating their products into popular music, movies, TV shows and sports besides traditional advertising. The 9-minute video is packed with at least eight different brands, including Virgin Mobile, Monster Heartbeats by Lady Gaga headphones, Hewlett Packard laptop, Polaroid, Diet Coke, Wonder Bread, Miracle Whip, and dating site PlentyOfFish.com. Although the frequency of product placement in this music video has been to a ridiculous level, the way that brands listed above are inserted into each scene is quite coherent. For example, Gaga steals the Virgin cellphone to contact Beyoncé to bail her out of jail. Food brands like Miracle Whip and Wonder Bread feature in the kitchen scene. The production placement in “Telephone” is interesting and worth studying since it shows viewers that the boundaries between entertainment and advertising have been blurred because of pop culture phenomena and that these two industries’ purposes are getting intertwined. “Telephone” represents the anxiety of entertainment industry about...
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