Essays on Brand Awareness

The purpose of conducting this pilot research is to determine consumer reactions and acceptance rates of a new shampoo that the company is considering to launch by the end of the year. Prior to conducting a nationwide consumer-based research survey, a pilot study has been planned, with a very limited target audience. Product research and development is already underway, and the company has to choose between launching an anti-dandruff shampoo, or a variant that specifically targets teenagers, who have severe hair fall problems . Therefore, a questionnaire will be developed comprising questions that will attempt to understand which of the ...

Integrated marketing communications

INTEGRATED MARKETING COMMUNICATIONS Introduction Nestle is well known in the food industries of India due to its brand known as Maggi noodles. Maggi is a well-known brand for noodles, soup, sensing and was established around 1947 in Switzerland (Sahoo, Mishra and Sahoo, 2016). In 2015, the Maggi noodles faced a crisis when the Food Safety and Standards Authority of India recalled 9 modifications of the brand in the market around the country (Desai, 2016). The claim was that the product contained some traces of lead and glutamate that are considered unsafe for human consumption (Soni and Harnawale, 2015). Due ...

Abstract: 2

Product 3 Place 4 Price 4 Promotion 5 Social media 5 Televised communication 6 Personal selling 6 SWOT Analyses 6 Threats 7 Findings 7 Challenges 8 Opportunities 9 Recommendations: 9 Conclusion 11 Last US bag 14 Abstract: The Last US Bag company is a leading company which provide its consumers customized products and services and it is the main promotional strategy of the company. The market mix explains that the company is strong in its products and are able to cover maximum areas for its supply chain. There are explanations about the company’s SWOT analysis and recommendations from ...

Introduction

Strategic management involves the plan that is employed by the firms as the form of the vision for the enterprises so as to move forward with the clear plan so as to keep in mind. The changes in the external environmental factors that tend to have an impact on the way the businesses tend to operate as well as adapt, the business strategy tends to highlight the ability as well as the drive success over the competitors in the entire market (Bizmove.com, 2017). The aim of the strategic planning involves enabling the firm to achieve a sustainable edge over ...

Introduction

This report is about Northumbria Country Foods (NCF), a family run company dealing with the production of traditional and contemporary English food, with ten years of experience in the industry. However, despite tremendous performance in the past, the company is experiencing many challenges in the management of its information. To remain competitive in the market, NCF has to understand the changing needs of its customers and embrace a system that can support achievement of its goals. The accounting system used by the business is ineffective, and most of the records are managed manually. It is for this reason that ...

Learning Activity # 01

In the contemporary business settings, the purpose of marketing is to make your product available where your customers are. Apparently, your target customers are dispersed everywhere due to the emergence of several information transmitting mediums. Modern business requires a holistic marketing approach, which facilitates reaching the target market customers by all means while ensuring that the right message is communicated to the right audience. Nowadays, people have advanced technological gadgets like smart phones, tablets, and laptops, and have greater accessibility to information. Therefore, apart from newspapers, magazines, television, and radio, they are also frequently using social media, web pages, ...

Why did you choose to analyze this company?

I chose the Coca-Cola Company because of the apparent simplicity of its business: to sell sugary drinks to the world. They can do it better than anyone else and provide a good return to investors.

What were the opinions of some of your referenced articles on this stock as an investment?

One of the articles indicated that Coca-Cola was taking a hit from the Euro: the relative strength of the European currency versus emerging markets’ currencies explained a decrease in 2.7% of total revenue, despite an increase in total volume of sales (Coca-Cola Weakened by Strong Euro, 2016). Other two articles pointed to a more serious long-run threat: the imposition of a sugar tax in ...

Introduction

Apple Inc. is a global company based in California, United States. The company is well-known for designing, manufacturing, and selling state-of-the-art personal computers, consumer electronic products, computer software, and cell phones in different parts of the world. It concentrates on providing its customers with the best user experience through its innovative services, software, and hardware. The company leads in innovation with iPad, iPhone, Apple Watch, and the Mac. Apple is the most valuable brand in the world. Apple Inc.’s marketing has played a considerable part in its success over the years. Consequently, the focus of the present paper ...

2.0 Introduction As identified in the first chapter of the dissertation, this study will seek to examine the elements of luxury goods positioning and branding. This will aim at examining the cultural settings in purchasing these luxury products in the British and Kazakhstani contexts. This literature review will analyse authoritative sources and ground-breaking definitions that relate to core concepts and theories in the area of luxury fashion and branding. 2.1 Positioning Strategies for Luxury Brands “Brand vision and the culture, personality relationships and presentation are key components of corporate branding that builds brand identity” . Luxury fashion and products are ...

Marketing metrics are those measures and parameter that make a quantitative assessment for measuring, comparing, monitoring, analyzing, and tracking organizational marketing efforts with respect to production and performance. Marketing analysts use marketing metrics for comparing their performance with different companies despite the variation between their business size and nature. Marketing metrics play a crucial role in facilitating an organization in order to measure its performance against its predefined organizational goals. Although there are an extensive array of marketing metrics available, but Mitch-Mil has decided to use the following metric in the relative marketing categories with respect to their relatively ...

Innovation

Executive summary Business organizations have implemented and embraced different organizational strategies that have contributed positively to the performance, and general business productivity. Product innovation strategy has been one of the strategies used to improve product performance and increase sales within an organization. Innovation models are important features of a successful organization. Advanced technology has led to the use of improved business strategies in increasing productivity and performance. Business organizations have embraced different changes in the social and technological aspect to provide products and services suitable for customers. Multiple innovation models may be incorporated into the business strategy to provide ...

Marketing Plan

Involved in multi-manufacturing of Fast Moving Consumer Goods such as non-alcoholic soft drinks and snacks, Marc Inc. is an American-based multinational food and beverage corporation with its headquarter at Bronx, New York. The company was established on March 2011 targeting the population of the Bronx to supply with very good quality of soft drinks and snacks. The company has a healthy pool of approx. 1350 employees managed very well by a very capable team of management. Blackcurrant Knight is a blackcurrant juice; the company is manufacturing and supplying and now intends to penetrate further. This paper renders the marketing ...

AMINAL’s motto states that all efforts to categorize the genre they play in are futile and that it is “their sworn duty” to melt their audience’s face. Indeed, the “molten rock”, as they call themselves can be used to define the style of the band and, thus, its appeal. The somewhat careless attitude towards what and how they play does not make the band appear uninteresting to the public; it is the part of the style they consciously use to attract new audience. In crude terms, people enjoy seeing a bunch of regular-looking dudes play cool music ...

Answer 1. Public Relation( PR) and advertising play different roles in business promotion. While advertising relates to creating paid announcements that are promoted via various media channels, PR is a strategic communication process that aims to strengthen the mutually beneficial relationships between the organization and public as a whole. Unlike advertisements that are more or less targeted to customers, PR's ambit is much wider that includes employees, stockholders, suppliers, government regulators, interest group and the press. Furthermore, advertisements have fewer takers when it comes to credibility. Customers view it as a core marketing tactic to sell or promote organization's ...

Executive Summary

The business plan consists of relevant sections that are useful in introducing new products or services in the market. Traffic Lights offers trips to various European countries, and now it is intended to introduce new trip to Asian countries. The new division is based on the vision and mission of the company that is to provide high-quality products and services to all types of customers. The proposed business model for Traffic Highlights is simple that it requires extending its product line by introducing a new division of the business. The preposition value statement of the company is clear that ...

Executive Summary

Allstar is one of the most recognized names in the packaged food industry across the globe. Allround is the most successful brand of the Allstar group in the allergy and cold relief market. Allround brand is a consistent brand success in terms of sales and profitability and along these lines, it has become the most crucial component not only for the pharmaceutical division of Allstar but for its entire business. For the reason, cash flow of Allround can facilitate them to take increased opportunities offered by the emerging markets. However, Allround has increasingly become a concern for the pharmaceutical ...

Question 3: Creaholic

Introduction Creaholic is a company of innovation and high technology products that was founded by Elmar Mock in 1986. The company serves its clients with the help of the team of highly knowledgeable and skilled, technical and creative-minded individuals. The company usually works on the clients’ project to provide them with the innovative solutions to improve their products; however, it also started working on its own projects (Creaholic, n.d.). Being an innovative and high technology product development company, it is very important to market and advertise the company to increase its brand awareness so that the company can attract ...

Abstract

The above paper seeks to explain the significance of celebrity endorsement in marketing and its rationale in enhancing brand awareness. However, the paper indicates that celebrity endorsement may have a negative or positive influence on consumer behavior. The paper starts with an introduction to the significant use of celebrity endorsement in advertisements. The paper then indicates the application of the concept in integrated marketing and how it is used as an effective tool to enhance communication. In a different section, the study suggests the importance of celebrity endorsement in influencing consumer behavior with a warning that efficient management of ...

It is in the advertisers’ best interests to show advertisements that match the search intent. This simple statement serves as the biggest difference between Google ads and Facebook ads. While the two methods of online advertising are considerably formidable, there are clear distinctions that set them apart. Google Adwords, Google’s advertising platform, reaches over 2.6 billion searchers every month, while Facebook allows the advertiser to target specific users depending on their interests and behaviors. This paper provides the argument that Google Adwords is a better advertising platform than Facebook Ads. This debate is important because advertisers can use ...

Executive Summary

Marketing is an important business function that ensures a company remains competitive. Kingsford is an American brand that produces premium charcoal grilling products and one that enjoyed a steady growth of revenues in the 1980s. The company has relied on an experienced team of sales executives, consistency in marketing and sales actions, superior quality, and brand positioning for success. However, Kingsford’s main problem lies in the aspect of competition. The company has faced serious challenges in regard to the strategic decisions that were necessary to avert competition in relation to aspects such as pricing, advertising, promotion as well ...

(Alivan Watch & Accessories Company)

Strayer University

Dr NAME Marketing 500 Alivan Watch & Accessories Company Branding strategy A good branding strategy will be necessary for Alivan Watch & Accessories Company to assist in the development of a triumphant brand to achieve specific goals. The ground rules that were used by companies in the past have been evolving. Thought leadership, content marketing, demographic changes, and social media are some of the factors that are challenging company brands. Thus, forming together with sustaining clientele trust as well as loyalty and confidence have become harder than ever before. Firstly, the branding strategy to be used by ...

Q1 answer

Ambush marketing is a strategy adopted by a company or an advertiser to use an event such as a sporting event to create brand awareness in the market (Scaria, 2008). It is a good move for the advertiser because he or she manages to carry out the activity without incurring any cost for the event. An outstanding example is the sale of music stock during a concert without any notifying the promoters. Another example of ambush marketing is selling insurance policies by an insurance company during a bank open day without the bank's consent.

Q2 Answer

Ambush marketing plays a great ...

Pandora internet media has recently expanded its operations by the acquisition of Rdio and TicketFly. These acquisitions are the right steps taken by Pandora towards the right direction. The company is facing a challenge of rising royalty rates from the licensing agreements they sign with the content providers such as Sony. The company has recently experienced an increase in the amount of expenses incurred in its operations. International expansion would means that the company would be able to increase it's the amount of revenue generated hence spreading out the fixed costs which mean the overall expenses would be lesser. ...

Proposal for Extending Business in Chinese Market

Ice cream is a kind of classic dessert in America. Almost, 87 percent Americans have ice cream in their refrigerator. To satisfy the need for ice cream, there are more new ice cream brands in America. Plenty of new ice cream brands give us more competition in the market, and it is harder for us to gain more market share. Also, it is a major concern for our business that profits from the business have started falling. Since our company has been established, we have maintained good product quality and positive word of mouth in the market. Therefore, our ...

Introduction

This paper is aimed at formulating an advertising campaign for Nokia phones. The essay has six sections which are designed as follows; background information about the writer, Nokia phone, and Nokia brand will be discussed in section one. The research to be done in preparation for writing the essay will be discussed in the second section, the target market will be discussed in section four, the campaign objectives are in section four, creative planning is in section five, and the advertisements are outlined in section six.

Product Background

The aim of this essay is to come up with an advertising campaign ...

1 Introduction This essay is about an advertising campaign for Apple laptops. The essay will describe the personal background, the laptops’ and Apple’s background in the first section, research on how the paper was prepared will be discussed in section two, target market will be handled in section four, the campaign objectives are highlighted in section four, creative planning is in section five and the advertisements are in section six.

Personal Background

This essay is an advertising campaign for a particular product and brand of choice, and I have choses a laptop as a product and Apple as the brand. ...

[First Name Last Name]

Five Key Elements Of Lululemon’s Strategy There are five key elements of Lululemon’s strategy, which includes the following; International Expansion: The primary strategic objective of Lululemon was to double its size in the United States by adding new stores in order to strengthen its presence while tapping the new geographical markets in Canada and North America. Increased Brand Awareness: In order to enhance the brand awareness among people, Lululemon leveraged the marketing by opening up a new store with aggressive grass-roots marketing approach, which specifically exploits brand ambassadors such as yoga instructors and ...

Brand Management

Brand management refers to the process of upholding, improving and maintaining a company’s brand so that potential customers can always associate with a lot of positivity (Morhart, Herzog and Tomczak, 2009, p. 126). Brand management is used for creating a marketing foundation, but concentrates mainly on the brand and how to make it favorable to the consumers. Usually, when brand management is conducted well, there is likelihood to increase the sales of a particular product which is associated with the brand. On the other hand product management is analysis of a market to ascertain a product’s competitive ...

Executive summary 2

Introduction 3 Brand image of Lufthansa 6 Turkish Airlines brand image and reputation 18 Viral campaign from Miles and Smiles reward program 19 The viral advertisement campaign of KLM Airlines 22 Viral Christmas campaign of WestJet 24

References 26

Appendix A 28 Executive summary The purpose of this research is to investigate The Deutsche Lufthansa AG Company and how it can enhance its brand image by using the social media marketing. The case study is conducted based on the analysis of social media users of Lufthansa Company and the extent of popularity of airline companies on different social media networks. Furthermore, ...

The Sorbet Group has enjoyed much success in the South African beauty business. This has been brought about by effective human resource practices coupled with excellent customer relations. Given the kind of expansion that the group is undergoing especially in franchising, there are questions about whether the company will maintain the same level of customer service and brand awareness. What is Sorbet’s brand positioning? How would you describe the brand’s personality? How does Sorbet communicate its positioning and personality? Brand positioning is an essential element for the success of any given business. It refers to the specific ...

Introduction

The ability of any business to attract and retain its customers is directly dependent on the strengths and weaknesses of its product development. It is important for a company to map out a guide for its efforts in developing and marketing of products that create and sustains a competitive advantage (Stark, 2007). The product strategy should be able to meet the company’s growth and profit objectives. A successful product strategy should, therefore, help the entity to maximize both its customer satisfaction and profits (Stark, 2007). GNC being a leading retailer in the health and wellness industry must strive ...

The Sorbet Group has enjoyed much success in the South African beauty business. This has been brought about by effective human resource practices coupled with excellent customer relations. Given the kind of expansion that the group is undergoing especially in franchising, there are questions about whether the company will maintain the same level of customer service and brand awareness. What is Sorbet’s brand positioning? How would you describe the brand’s personality? How does Sorbet communicate its positioning and personality? Brand positioning is an essential element for the success of any given business. It refers to the specific ...

It has often been said, documented and proven, that those companies who achieve comprehensive, cohesive, integrated marketing strategies, all focused on the same goal and with a concise result to account for. In addition, those companies that dominate emerging technologies, maximize today’s supercomputing, algorithmic communication infrastructures, and low cost infrastructures, are the companies that most often will achieve successes in their market segmentation, product branding, positioning, pricing, cost-effectiveness, and the growth and profitability corporate goals, always so sought after by both multi-national conglomerates, as well as, small to medium size organizations (Garg, 1999). Coca-Cola chose early on, it ...

Internet Marketing Strategy

ChinaVit! Internet Marketing Strategy For the purposes of designing and developing a strategy, ChinaVit! will be employing primarily a business-to-consumer model, which is important when determining the most appropriate manner to brand the company in China. Determining the optimal way to enter the Chinese e-commerce market model is also exceptionally important, and involves the development of a thorough understanding of the overarching, governing marketing principles that are the key features of Chinese society as a whole. It is, of course, important to attract as many customers as possible using this new strategy; however, it should also be recognized that ...

(Caltex Brands 2016-2018)

Executive Summary

This report outlines a marketing plan for Chevron Singapore (Caltex brand). It has been observed that sales volume by Chevron Corporation has been declining over the past three years, and that is why this marketing plan was formulated to increase the sales volume, increase the Caltex brand awareness in those troubled markets and improve stakeholder and customer relationships between Chevron and the public. For a successful marketing plan, certain strategies which include PEST, SWOT, and Industry analysis were carried out. In PEST analysis, the factors arising from political, economic, social and Technological environments were analyzed. To ...

Mission Statement

I am an energetic and enthusiastic graduate who enjoys acting with passion and bring positive change in the lives of the people. I believe that challenges enhances innovation, and thus I like working in an eye-opening environment to accomplish my goals. Strengthened by robust organizational and communication skills, excellent reasoning, and analytical skills, I seek to move into a career as a junior marketer and future become a world-class marketer. My core values facilitate the way I do things, and I am expecting that they will help me to achieve my goal of becoming a successful marketer.

My core values are as follows:-

Industrious Creativity ...

It has often been said, documented and proven, that those companies who achieve comprehensive, cohesive, integrated marketing strategies, all focused on the same goal and with a concise result to account for. In addition, those companies that dominate emerging technologies, maximize today’s supercomputing, algorithmic communication infrastructures, and low cost infrastructures, are the companies that most often will achieve successes in their market segmentation, product branding, positioning, pricing, cost-effectiveness, and the growth and profitability corporate goals, always so sought after by both multi-national conglomerates, as well as, small to medium size organizations (Garg, 1999). Coca-Cola chose early on, it ...

History and overview

Marshalls department store with the motto “Brand Names for Less”, was founded in 1956 by an entrepreneur Alfred Marshall together with a group of innovative entrepreneurs. The Alfred Marshalls’ concept was inspired by the need to take advantage of the postwar boom in the economy. Together with other partners, Marshalls opened a self department store in Beverly, Massachusetts, dealing in apparel and home wares at relatively low prices (FundingUniverse). The company experienced a remarkable growth taking advantage of unsteady American economies that made shoppers to seek cheaper commodities that Marshalls was offering. By 1976, it had established 36 stores ...

Introduction

Super Bowl events offer large firms a massive opportunity to improve their market position through reaching a massive number of customers to offer memorable awareness campaigns. Companies are able to make significant impact among millions of viewers across the globe and, hence, in the long run, it becomes possible to expand market scope easily as well as retain the current customers. However, there are several drawbacks that include the cost involved in purchasing advertisement time, time constraint since an ad only takes place within a short time and aggressiveness among consumers who are unmoved by memorable adverts.

Advantages of Advertising during Super Bowl Events

Super bowl ...

Key Strategies Employed by Coach, Inc.

The first strategy employed by Coach is that of expanding in emerging markets. It is strengthening its sales in China, and has begun to expand as well in India, which it considers to be an emerging market and a potential source of growth in terms of sales. It also would like to increase its presence in Europe, South America and the rest of Asia. It also desires to increase its presence in the United States and in the rest of North America. It plans to do this by increasing both the number of full price stores and factory outlets. ...