...Aimee Lafleur Successful PR Campaigns MT359: Advertising, Promotion, PR: IMCS 05/30/2014 Marketing a product is critical to its success and using different public relations campaigns is a way of getting the name out there. PR campaigns can be positive or negative but in some cases this does not matter. The objective is to have potential customers talking about the product. As technology and mass marketing advances companies realize this is the best platform to display their PR campaigns. The tricky part is in standing out amongst the crowd of so many. One of the most successful PR campaign was actually done by a battery company by the name of Rayovac. Who would have thought that such hype could come from a battery company? Their campaign increased their followers by 30% in only 2 days (Black, L., 2011). This number is staggering, definitely one any company would want to replicate. Knowing mass media was the best way to their consumers, Rayovac Batteries maximized the opportunity they had of consumers being stuck at home during one of the worst snow storms in February of 2011. The basis of the campaign was to draw awareness of their company. They created a fun virtual snowball fight on twitter where every follower that threw a virtual snowball to someone also changed their twitter profile picture to a Rayovac branded image (Black, L., 2011). This campaign had to be created quickly as the time was limited for this weather situation when it would be most impactful. The company...
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...Defining Marketing The following document will consist of defining marketing in the business world, from different perspectives. Information in regards to the importance of marketing in an organizational structure will be provided. Lastly, in order to support the information in this document, there will be three examples provided to help explain each perspective on marketing. What is marketing? From a personal perspective, marketing is the way that businesses promote and advertise their product and sales. It is done through different channels such as; radio, television, social media, and word of mouth. From the perspective of Michael Brenner, a writer for Forbes magazine; “Marketing is what you say and how you say it when you want to explain how awesome your product is and why people should buy it.” He goes on to say, “Marketing is an ad. Marketing is a brochure. Marketing is a press release. And more recently, Marketing is a Facebook page or a Twitter account.” From the point of view Adil Khonat, author of “What is marketing? A starter activity and case study” “The marketing mix has four simple parts: Product, Price, Place and Promotion. All four must be present and need to work together harmoniously in order to have a successful product or service.” He further states “However, where one aspect of the marketing mix is overlooked or the marketing mix doesn't work harmoniously, success will be more difficult to achieve.” The importance of marketing Addressing the importance...
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...Table of Contents 1. Executive Summary 3 2. Current Business Operations 3 3. Plan to turn FHGCC into an All-year-round Facility 3 The Building 4 The Simulator 4 The Software 4 4. Strategic Focus and Plan 5 Mission 5 Goals 5 Competencies and Competitive Advantage 5 5. Situation Analysis 5 SWOT Analysis 5 Industry Analysis 6 Competitor Analysis 7 Customer Analysis and Target Markets 7 6. Marketing Program 7 Price Strategy 7 Promotion Strategy 8 7. Sales Forecast 8 8. Implementation 8 Marketing Organization 8 Marketing Activities 8 9. Evaluation 9 Appendix A – Non Member Revenue Projections 10 Appendix B – Income Statement 11 Appendix C – Golf Courses Available on E6Golf Software 13 Appendix D – Marketing Budget 14 Appendix E – Marketing/Activities Plan 2014 – 2015 15 Bibliography 16 1. Executive Summary The following plan outlines the marketing strategy and tactics for introducing virtual golf to Fox Haven Golf and Country Club (FHGCC), a golf course currently operating in High Level, AB. This is the only golf course in the High Level area, the closest other courses being in La Crete and Fort Vermillion, both over an hour’s drive from High Level. FHGCC will build and open a 10 room Virtual Golf Centre at its current location. FHGCC will target this new venture at its current membership of approximately 120, while opening its doors to new golfers and those wishing to remain active over the long winter months. 2. Current Business...
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...Competition and Buying Patterns Strategy and Implementation Competitive Edge Management Team Executive Summary Capital Bubble Tea Cafe is a start-up bubble tea cafe that will also offer a selection of bakery products, located in Capital City, Statesville. Capital Bubble Tea Cafe expects to catch the interest of a regular loyal customer base with its broad variety of bubble tea as well as pastry products. Bubble tea is specialist drink increasingly being offered in cafés, coffees shops and bars. It originates from Asia and is made up of hot or cold tea, milk, sugar and giant black tapioca balls. Ice is then added and the drink shaken to create the bubble effect. Bubble tea is often referred to as pearl shake, tapioca ball drink; boba ice tea and bubble drink among other things. The term "bubble" refers to the tapioca balls in the drink. These chewy tapioca balls, or "pearls," are consumed along with the beverage through a wide straw. Bubble tea is especially popular in many East Asian and Southeast Asian regions such as Taiwan, Brunei, China (including Hong Kong and Macau), Malaysia, the Philippines, Singapore, South Korea, Thailand, Indonesia, Vietnam and Australia. Capital Bubble Tea Cafe will be Asian-themed in décor and we will also sell Asian pastries, snacks and food. Capital Bubble Tea Cafe will be situated in a fashionable area of Capital City, populated by urban professionals with high disposable incomes and an interest in alternative eating and...
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... The Disney Princess Effect on Young Girls and Their Gender Role Perception The Disney Corporation has been around since 1937 when it released the first Disney Princess movie, Snow White and the Seven Dwarfs. Since then, millions of young girls have fallen in love with these characters and often see them as role models. From the dresses to the tiaras, the beauty to the fairy tale, Disney Princesses have a direct effect on young girls and their behavior. The media has been a powerful resource through which many young girls develop their identity and come to understand gender roles in society. Research indicates that watching televised gender portrayals has an effect on individuals’ gender based attitudes, beliefs, and behaviors (Mastro & Morawitz 131). These are the attitudes and beliefs that young girls who watch Disney princess films would inherit. Girls enjoy watching these films and see the beautiful characters overcome difficult trials, as well as fall in love with a handsome prince in the end. The overall message is not a realistic one, leaving many girls feeling self conscious and unhappy. The idea that beauty equals good and ugly equals evil can negatively impact the way a girl looks at herself or others. Girls will ultimately learn that what is beautiful is good. Snow White and Cinderella were attractive and charismatic while the witch and two stepsisters were unattractive and vile. And in the end, the princesses lived happily ever after. The purpose of this...
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...Elaineeng208@hotmail.com Phone Number (64) 022 120 2289 Section A Q1. Identify and justify three different sources of internal data * Finance is vital for the company to evaluate their current and make future marketing decision because the financial report will show you the detail of your sales revenue, cost expenses and overheads and the other expenses. Hence, you will find out your company is losing money or getting profit if your company is losing money you can find out the reason why your company is losing money from the financial report. * Customer engagement- to deal with your customer is important as well because customer behavior reflects your product’s popularity and the customer will tell you what they think of your products. Hence, you can improve your products or create new products from your customer’s feedbacks or comments. * Data trends are to make future marketing decision in your company and to analysis the current situation of global marketing. For example, before your company creates a new product, your company need to look at the data trends to find out the current consumer behaviors and the market trend then you might have an idea what will your new product be and how to attract your consumers. Q2. Two most valuable sources of marketing intelligence * Social Media-In my opinion, social media is the one of the most valuable sources to get good information because you will know what are people like and what are they talking about from the social...
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...Article Review Unit V Perspectives on Latino Lay Health Promoter Programs Columbia Southern University Marketing Research and Comparative Strategy dba 8230 Angel H. Collado May, 13th 2014 Article reviewed by Angel H. Collado Carter-Pokras, O.D. PhD., Jashchek. G. MPH, Martinez, I. PhD., Brown P.B., Mora S.E. MA, MPH, Luciani, I. PA; Perspectives on Latino Health Promoter Programs: Maryland, 2009. American Journal of Public Health, 101(12), 2281-2286, doi:10.2105/AJPH.2011.300317 About the authors Carter-Pokras, Olivia.D. PhD. Belongs to the School of Public Health, University of Maryland, College Park, Department of Epidemiology and Biostatistics. Jashchek. Graciela MPH, is with the School of Public Health, University of Maryland, College Park. Martinez, Iveris L.PhD, belongs to Herbert Wertheim College of Medicine, Florida International University, Miami. Brown Pamela B., S.E., MA, MPH, with the Baltimore Medical System of Baltimore, MD. Luciani, Ileana, PA, is with the Latino Providers Network, Baltimore, MD. Newton , Nancy, consultant in Tekoma Park, MD. In this article it was summarize all the relevant information about the common practices and barriers in the design, implementation, monitoring, and evaluation of Latino lay health promoter programs. High rates of uninsurance, low levels of health literacy, and limited access to culturally and linguistically competent care place Latinos at risk for adverse health outcomes and underscore the need to improve access...
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...History Precursors of ice cream An ice cream store in Damascus, Syria In the Persian Empire, people would pour grape-juice concentrate over snow, in a bowl, and eat this as a treat, especially when the weather was hot. Snow would either be saved in the cool-keeping underground chambers known as "yakhchal", or taken from snowfall that remained at the top of mountains by the summer capital - Hagmatana, Ecbatana or Hamedan of today. In 400 BC, the Persians went further and invented a special chilled food, made of rose water and vermicelli, which was served to royalty during summers.[4] The ice was mixed with saffron, fruits, and various other flavours. Ancient civilizations have served ice for cold foods for thousands of years. The BBC reports that a frozen mixture of milk and rice was used in China around 200 BC.[5] The Roman Emperor Nero (37–68) had ice brought from the mountains and combined it with fruit toppings. These were some early chilled delicacies.[6] Arabs were perhaps the first to use milk as a major ingredient in the production of ice cream. They sweetened it with sugar rather than fruit juices, and perfected means of commercial production. As early as the 10th century, ice cream was widespread among many of the Arab world's major cities, such as Baghdad, Damascus, and Cairo. It was produced from milk or cream, often with some yoghurt, and was flavoured with rosewater, dried fruits and nuts. It is believed that the recipe was based on older Ancient Arabian, Mesopotamian...
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...Proposal Learning Team C Yleanna Mata, Rachael Toel, Shaunte Vargas ECO/365 Todd Meyer Resort Proposal Free Yourself Resorts Corporation is a make believe brand of resorts that is based in the United States. Free Yourself Resorts provides themed escapes for individuals and families to be rid of the daily hustle and bustle and indulge in a dream vacation. With the economy recovering and increased societal confidence in the economy, people are taking more vacations. Not only are they taking more vacations, but people are willing to pay to make their dream vacations come true. This confidence in the recovery of the economy creates the perfect setting for the Free Yourself Resorts Corporation to expand into new horizons. The marketing director has requested a proposal for a new product that the Corporation could use to take full advantage of the current market conditions and expand. Free Yourself Resorts currently has a number of resorts dedicated to couples and family escapes but none directed towards a specific group. A resort that has the potential to propel the Corporation to the top of the resort industry is a themed resort for regency era romantic novel enthusiasts. Women have been reading romance novels for centuries, most thinking of themselves as the main character. This resort is the place where they can act out their favorite regency era romance novels. No acting skills are necessary as the male counterpart will be a trained actor. The proposed resort...
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...Corporate meeting and conferences held in Whistler 0.13 4 0.52 Threats: Competition 0.03 2 0.06 Slow down in consumer spending 0.15 1 0.15 Air Flights, no one flying due to the economy 0.03 2 0.06 Merging of other resorts to overcome the local company 0.12 1 0.12 Total 1.00 2.97 2. Internal Factor Evaluation (IFE) matrix Factor Weight Rating Extended Strengths: Utmost level of customer service 0.15 4 0.60 “Hassle-free holidays†package deals for Winter 0.14 4 0.56 Hire the best possible destination reps, people who wanted to work with smaller groups (2 to 5 people) 0.13 3 0.39 Great snow 0.14 4 0.56 No altitude sickness 0.13 3 0.39 Weaknesses: Does not carry rental equipment for skiing or snowboarding 0.03 2 0.06 No “Hassle-free holidays†package deals for the Summer 0.10 1 0.10 Not much experience in Web site design (marketing) 0.03 2 0.06 No indoor heated pool 0.15 1 0.15 Total 1.0 2.87 3. Internal/External Matrix IFE (2.87) 4 3 2 1 Grow and Build Hold and Maintain Harvest or Diverst Theory falls in the mid section of the matrix. I/E recommends to hold and maintain strategies, which includes market penetration and product development. 4a. According to Porter, strategies allow organizations to gain competitive advantage from 3 different bases (also called generic strategies):...
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...Assignment On Marketing Plan on Igloo Ice cream Course Name: Marketing Management Course Code: BBA 2310 Section: C Prepared For: Jannatul Mawa Nupur Assistant Professor Marketing Northern University Bangladesh Prepared By: Rashid Ahmed Raihan BBA 120204715 Date of Submission: Saturday, 17December, 2013 1. INTRODUCTION The recent trend towards maintaining a solid platform by adding novelty imposes a challenge for majority ice cream companies in particular those, which are trying to conform their services to international standards in an erratic business environment. Igloo, believes in ensuring long-term existence by being profitable, successful and sustainable. They, very keenly take on customers’ advice, try and amend as well as add new dimension to their business in order to ensure survival in this highly competitive industry. This strategy has enabled them to successfully withstand the challenge to remain competitive with the leading edge technologies as well as products and maintain a remarkable market share of 63%. In comparison its major competitor Polar occupies a 24% share of the market followed by Savoy with a 10%, Kwality 2% and others 1% of the market share. Hence, from here conclusion can be drawn that Igloo commits in providing value added products, demonstrating the business’s commitment to use resources optimally. 1.2 OBJECTIVES: 1. To give an insight to the company and the product line. 2. To analysis the marketing strategies...
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...The Marketing of Nivea 1911 was the year NIVEA CRÈME was born. In fact, NIVEA CRÈME required the work of three resourceful men: Dr. Oscar, Dr. Isaac and Prof. Paul, not just one for its development. Dr. Oscar had acquired Beiersdorf in Hamburg from its founder Carl Beiersdorf in 1890. After a lot of research, they developed the first stable grease and moisture cream in the world – NIVEA CRÈME. It contained: 1. Fragile oils 2. Water 3. Glycerine 4. A little citric acid 5. Oil of rose 6. Lily of the valley to give it a fine perfume. Dr. Oscar called his crème NIVEA, meaning snow white because of its color. Shortly after its invention the crème was sold in yellow tin. 1920: As early as the Twenties, the NIVEA brand was associated with youth, freshness and leisure in the sun and in nature. They made their advertisements and lively by using young, attractive and fit women tanning herself in the sun. 1930: In 1930, the NIVEA range was expanded with the addition of NIVEA OIL. The skin oil was usually used by sportspeople and for massage. In their advertisements as well they used masculine model athlete which bought about an attractiveness and youth image in the minds of the consumers. The NIVEA product range had expanded considerably – hairdressers, as well as pharmacists and chemists had now been supplied since the mid-twenties. Between 1929 and 1931, NIVEA launched solid brilliantine, shaving cream, shaving soap, facial toner, hair oil and for the first time...
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...“Financial Management.” Please respond to the following: * Imagine yourself as the financial planner for a small company with 100 employees. Briefly describe your (imaginary) business and describe your strategy for financial planning and managing assets. * Using the same scenario, determine how you would finance a five-fold expansion of your company. Explain your rationale. My small company is Terry’s Graphics. We do all different kinds of graphic design work from designing people symbols to put onto cars, to putting graphic signs onto cars, to Christmas letters, to newsletters, etc. Our financial plan will be a document which will specify the funds, which will be needed by Terry’s Graphics for a period of time. I am going to plan by determining what funds will be required during the planning period, when will it need additional funds, and where will we obtain the additional funds from. We will have short-term assets, long-term assets, and capital investment analysis. These assets will be overseen by Terry, the CEO of Terry’s Graphics, but one of our dedicated employees will actually put together the financial plan. I would finance a five-fold expansion of Terry’s Graphics by using short-term funding options. This would include using trade credit, short-term loans, and commercial paper. If necessary, we would also use long-term financing. This would include public sale of stocks and bonds, private placements, venture capitalists, private equity funds, and hedge...
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...Intellectual Capitalism 2 Verizon Q1: How can this video inform your company president based on the contents of his letter? (video) https://www.youtube.com/watch?v=Yd98Naz8jvQ One of the key focal points of Verizon’s strategic position is exploring the Internet of Things. Understanding and creating solutions on this new platform will be paramount to staying ahead of direct competitors. To address this topic and the challenges and opportunities that lie therein, Chad Jones, formerly of Xively by LogMeIn, delivered the above-linked lecture at the Harvard Innovation Lab entitled “The Business of the Internet of Things”. The Internet of Things (aka Internet of Everything, Industrial Internet) is viewed as the next great technological revolution that will transform how we experience our daily life. The exploration of this new frontier has captivated many different industries, such as energy, health care, manufacturing, construction, and transportation. Many have begun to “connect” devices by incorporating sensors or software that can be remotely monitored, enabling seamless communication in real-time between computer networks and the physical world. Estimates are that by the end of 2014, there were 1.2 billion connections in Internet of Things, and future projections have that number leaping by as much as 5 times by 2020 with the potential to boast nearly 1 trillion connections by 2025. The economic impact is being estimated at $4.6 trillion by 2020, at which point could...
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...Description of the buying process The buying process consists of stages a buyer passes through in making choices about which products and services to purchase. We are the retailers and we have to consider the all the stages in the buying process in order to purchase the soft drinks in right quantity, right time and place from the supplier. This model is important for anyone who making marketing decisions. It forces the marketer to consider the whole buying process rather than just the purchase decision (when it may be too late for the business to influence the choice). Problem recognition: Perceiving a need The buying process starts with the problem recognition. At this stage, we will recognize a problem or need. In this process, we identify the forecasts and customer orders, checking of the stocks, purchase requisitions from the internal users and requirements such as types of soft drinks, size of soft drinks. Information Search: Seeking Value After we have recognizing those needs, we begin to search for information. Under internal source of information, we request for quotations. It includes the specifications of the items to bind documentation for the suppliers. We also source internally for merchandise plan records, store records and sales person opinion. With the merchandising plan, we can forecast some accuracy what to purchase and when to have it delivered. This will greatly assist us in attaining sales and gross margin goals. We can externally source from customer...
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