Essays on Brand Image

I. Company Overview The apparel industry is a highly competitive and almost exclusively based on image. As fashion becomes "fast", i.e. designing and selling apparel becomes more for masses as opposed to a conventional haute couture model, established and emerging players alike are competing over an increasingly powerful market segment, namely Millennials, who continue to shape business across different industries. Forever 21 is one notable example of apparel companies competing, primarily, over Millennial customers. Forever 21, operating in seven countries in addition to Europe, is a notable example of an established apparel player adapting to continuous changes in apparel ...

1. Smartphone Landscape: Background Mobility has come to be (and is more likely to continue to be) a defining feature of current and future consumption of web-mediated and multimedia content propagated over numerous applications and platforms. If anything, big and small companies are investing in mobility devices and applications in order to cater to increasing consumer needs. Given current mobility landscape at a global scale, big players dominate global markets in numerous areas including, most notably, product design and concept, built-in platforms and applications (which are provided based on broad supplier networks) and, not least, physical stories in premium ...

Recommendation I: Innovative Promotion Strategy

It is evident that Snapple drink was misinterpreted by the Quaker management, once the decision to turn it from “fashion” to “lifestyle” brand was taken on the top management. While the sales of the Snapple soft drinks fell as consumers felt betrayed and believed that the natural and family brand was “sold out”, people still feel good about the old Snapple experience, based on the following values:

Fun drink with informal and natural proposition;

Sensual experience with high variety, imaginary and special flavors; Taste experience, created by packaging of the drinks; Unique drinks, which is differentiated from traditional Coke-style sparkling drink as well as simple water; ...

Introduction

Sony Corporation began in 1946 in Tokyo as a manufacturer of measurement and telecommunications equipment. Over the decades that followed, Sony became a major player in electronic markets such as communications, audio and video equipment’s meant for professional and home use. By 2010 the company had more than 171,000 employees worldwide in countries such as china, the United States, Europe and japan. In the financial year ending March 31st, 2010, Sony Corporation reported annual sales of $89billion. Sony introduced the VAIO series of computer products to build its consumer lines and debited the market with desktop product ( ...

Question One

Panera Bread's strategy is a focused market differentiation strategy that provides meals to consumers to a particular target group. The target group of the company comprises of suburban dwellers and workers. The market objective of Panera is to satisfy the needs and tastes of the consumers by offering its signature soups and sandwiches that rival those provided by other companies. The competitive advantage of Panera is to offer high-quality products that match those of the other players in the market. When dealing with food products, quality is a critical aspect and the company that provides better quality can not ...

<< Name>> <<School>> <<Date>> Situational Analysis: AT&T is a Fortune 500 company with 2015 revenues of $146.8 Billion (ATT, 2017). From a historical point of view it has origins in 1876 with the invention of the telephone by Alexander G. Bell. It is the world’s largest communications organization. Vision: AT&T’s vision statement is to enable every customer to “get content on any device, any way they want it” (Bajarin, 2016). Mission: AT&T’s mission statement relates to the way the company uses its technology to connect people – “to connect ...

Introduction

Living in the modern world with well-developed technologies and complicated relations, it is important for people to mention all innovations and follow the principles, which may simplify their lives. Taking all of it into account, people, who deal with marketing, pay a lot of attention towards the abidance by corporate social responsibility (CSR) policies. They follow those policies at the time of building a brand image of any enterprise. There are some guidelines for proper structuring of the brand in order for it to develop correctly. This paper is to show the relation between CSR policies existing and their ...

Introduction

This business plan intends to operate a lemonade stand business in a local neighborhood by the name of ‘Lemon-Aid’. The name ‘Lemon-Aid’ has been chosen with a creatively altered spelling as it is catchy and therefore, will be easy to remember. This will also clearly reflect the product features and also involve a fun factor. The brand will use a slogan, ‘When Life Gives You Lemons, Get Your Lemon-Aid'. The selection of the name ‘Lemon-Aid' is based on its relatedness with the business type. Moreover, using a catchy name will not only attract customers but will also be easy ...

Completion Date

CONTENTS I. Background3 II. St. Regis Mumbai: Strategy & Implementation: Overview...5 II.I. External Operation Environment: Opportunities & Threats6 II.II. Internal Operation Environment: Strengths & Weaknesses..7 II.III. SWOT Chart...8 III. St. Regis Mumbai Strategy: Evaluation..9 III.I. St. Regis Mumbai Strategy: Mission & Objectives9 III.II. St. Regis Mumbai Strategy: Business Model9 III.III. St. Regis Mumbai Strategy in Theory..10 III.IV. Recommendations11 IV. Conclusion..12

References.14

St. Regis Mumbai: Strategy Implementation Analysis I. BACKGROUND St. Regis has a global presence of 58 hotels in four continents: North America, Africa, Asia and Europe in 23 countries ("Global St. Regis Hotel List," n.d.). St. Regis Mumbai, one of St. Regis's hotels ...

Apple Inc. is one of the most premium brand names that one could think of. Apple has been valued as the most valuable brand across the globe i.e. valued around $151 billion. Apple Inc. has successfully grown by more than 6%; whereas, its share values has also ascended by 255% in last 5 years, which is accumulatively double than the overall return of Nasdaq. This incredible success and superior brand image of Apple Inc. is in fact the result of Apple’s distinctive and thoughtful strategic competitiveness. Also, above average returns, revenues and exceptional brand image of Apple clearly ...

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 ...

Degree

1. Introduction Jimmy Choo Man is a shoe retail company that has several retail stores around the world. Known for its unique urban style, and simple lines, the brand appeals to men aged 25-45 with college or higher education, and living a modern lifestyle (Alexander 2015). The company was founded by Jimmy Choo and his niece, and the first store opened in 1996. Today, the company has more than 150 stores worldwide, and the brand is present in 32 countries (Jimmy Choo 2017). It also has an online retail store. Designing the layout and style of the store should ...

“Three passions, simple but overwhelmingly strong, have governed my life: the longing for love, the search for knowledge, and unbearable pity for the suffering of mankind.” Russell’s quote has encouraged and inspired me to cherish every single day of my life and to prepare myself to make this world a beautiful place. The words recenter me in times of chaos and allow me to focus on things that truly matter. Moreover, thanks to my parents who both have Ph.D. degrees, I have always been interested in science and learning. Since an early age, I was interested in attending ...

Background

Part 1 Question 1. The four facts that can help in explaining the advantages of workplace diversity are a variety of viewpoints, language skills, positive reputation, and increased creativity. These facts would ensure the management understands the need to accept workplace diversity as a necessity rather than an option. Question 4. Demographic shifts that indicate American workplace is becoming more diverse are dramatic growth in the role of women in the labour force and the leadership positions, 40% of the Americans would leave the workforce by 2025, 92% of the American population growth come from the ethnic groups, and ...

<<Student Name>> <<Professor Name>> <<Course Title>> <<Date>> Branding Strategy: The Company plans to invest and efficiently manage its branding strategy to achieve its growth objectives. The core of the company’s success lies in implementing a relevant and coherent branding strategy. Defining each and every element of the branding strategy will enable management, customers and employees to understand what the brand vision is and what the company aims to achieve. This is really important if the company has to fight and grow in a competitive market place. ...

Motivation is important in any marketing segment because it stimulates the behavior of consumers. The tension of a need that is not satisfied initiates the motivation process. Marketers should understand the motives that influence consumer behavior so that they can easily convince them to purchase their products. The process of motivating the consumers is not easy because people have different needs, motives, and personalities. The marketers should strive to understand all these aspects for the success of the business. This paper will discuss various challenges and difficulties that the marketers encounter as they try to motivate the consumers. It ...

Management

MANAGEMENT Executive Summary NIVEA is the initial label and most significant line of Beiersdorf, a derma care organization that was started in Germany. Beiersdorf’s common aim is to become the leading care label in the product categories and market. The agency plans to attain such goals by utilizing NIVEA as a star line strategically. NIVEA's communication purpose is to reinforce its brand as the leading derma care line and to update its brand image (Keller, 2008, p. 6). Lately, the organization has declared Blue agenda the label compass, which concentrates on reinforcing the NIVEA line. Nevertheless, the firm ...

Key Problems Identification

External Increasing competition In 1990s, the competition in the frozen desserts industry was on the rise. As soon as the market preference changed to healthier food habits, there was a rush to introduce the lower fat products and the ice cream market got fragmented increasing indirect competition manifold. The demand for such low fat frozen desserts continued to expand with an overall shift in preference towards the lower fat products as late as 1995. Especially the market share of the super-premium segment was being lost to the premium segment in Ben and Jerry hardly had any penetration. The increasing ...

Introduction

Businesses have a common goal of achieving success and uniqueness that helps them to stand a mile ahead of their competitors (Chattopadhyay et al., 2012). However, over the recent years, many companies have embraced the concepts of merger and acquisition in efforts to exploit their business potential fully. Mergers and acquisitions are important drivers of growth for a particular organization. Companies have come up with business and international level strategies that will help them to yield high profits. The Kellogg Company has acquired companies and the Publix Supermarkets, Inc. have not acquired mergers and solely operates within the U.S. ...

Analysis of Costa’s Activity

Business Activity Costa Coffee is the UK’s favorite coffee shop and one of the world’s leading coffee brands, serving premium coffee in .. countries around the globe (Costa official website, n.d.). The company uses Arabica and Robusta beans, originating from 70 countries situated at the Bean Belt region, in the equator, going through a rigid process of cropping and roasting, to assure the top quality coffee served in Costa’s shops (Costa official website, n.d.). Therefore, the scope of Costa’s activities refers to selling premium coffee through dedicated stores. It also includes selling coffee through vending ...

Background Information

Harley-Davidson Inc. is one of the largest motorcycle manufacturing companies that has not only dominated the United States market, but also other parts of the world. The Company has 100 years experience in terms of motorcycle manufacturing and has attracted a broad base of clients across the United States (Brannen, Jeffrey and Nabil, 11). Economists have mentioned that Harley Davidson Inc. is one of the two motorcycle manufacturing companies that did not experience significant impact as a result of the Great Depression (Zarco and Morgan, 47). Besides, the company has undergone a series of management as well as ownership ...

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 ...

1. Overview of your organization and the industry in which it operates a. Include your strategic goals, vision, and mission and any brand values or ‘slogans’ that the organization uses internally/ externally The name of the company is Nutritious Food Company, operating in the foods and beverages industry. The company was established in the year 2005 and comprises of six branches located in six major towns of the State of American Arab Emirate. The objective of the company is to provide food and catering services, offering both traditional and modern foods. The company also offers catering services for occasions ...

Introduction

A document that outlines all that a business undertakes as a marketing strategy define a marketing plan for the organization. A marketing strategy will only focus on what the management wishes to achieve for the organization. Therefore, its outline on how to achieve it can clearly define the marketing plan of an organization. The marketing plan will include a detailed description of the target market, competitors and that of all the products and services that a company deals with. The primary goal of this Emirates marketing plan is to grow the business to the next level. A marketing plan ...

In the contemporary recent era, McDonalds has acknowledged the biggest food chain of hamburgers and related fast food items. McDonalds assert that above fifty-eight million individuals fond of junk foods show their presence in the outlet and consume burgers and fries. The historical background of the company initiated in 1940 when two brothers namely, Richard and Maurice McDonald, inaugurated a restaurant in San Bernardino, California. During the year 1948, the “Speedee Service System” was introduced, which was considered as the principles of modern food chain globally. However, the company remained small-scale for another half decade (McDonalds, 2016). In April ...

Recommendations

In regards to the recalls as conducted by the Mattel Inc. in 2007, significant recommendations are necessary not only to once again boost the sales of the company but also for the reaffirmation of the good rapport that had initially been created between the firm and its clients both locally and abroad. The recommendations have been particularly chosen based on the mood and depreciating confidence of the United States consumers in regards to the Chinese goods. (Bapuji & Beamish, 2008, p. 3) The recommendations encompass:

Revaluation of the location of the production facility and the diversification of the manufacturers, as well as, the supplies.

Rebuilding and strengthening the brand image of Mattel. Researching and planning to conduct investments in ...

Abstract

The current discussion is aimed at the dissection of ethics, corporate social responsibility and sustainability of British Petroleum (BP) by taking the case of Gulf of Mexico Oil Spill in to consideration. By commencing the discussion with an overview of the externalities present in the oil industry, the pressures on oil companies are examined which is further evaluated through the application of stakeholder theory and the theory of utilitarianism. In the case of BP, it is revealed that the resort to CSR was primarily a reactive measure to correct its tainted brand image and save it from reputational risks. ...

Vivendi

Introduction Vivendi is a content and integrated media group that is operating its business throughout the value chain of entertainment industry. The company incorporates its business operation from talent discovery to the development, production and distribution of its content. The company owns the Universal Music Group, which is the world leader in music industry, whereas it also owns the Canal+ Group which is a leading television group in France. It also produces international television series and movies and owns a French TV channel, which is also the biggest pay TV in France. Vivendi has also initiated its investments in ...

Cadbury Strategic Ambiguity

In 2009, Cadbury introduced a new advertisement where two school children made their eyebrows move to music. The advertisement was part of Cadbury’s strategy of preparing creative content for the company and capturing the attention of the audience. The advertisement is considered vague and strange as it does not make it clear why the students are moving their eyebrows or if eating Cadbury eggs is making their eyebrows move. The play on anonymity is the ultimate of the advertisement and makes the audience watch the whole ad for its creativity. The audience keeps guessing the reason for the ...

Question 1

Decide whether Pepsi should continue the Pepsi Refresh Project. Why or Why not? Pepsi Refresh Project has been one of the most unique and interesting type of cause marketing taken up by the company. The idea behind Refresh Project is to contribute towards making the earth a better planet to live for those who are suffering in one form or the other. We understand that people living in this world have a good heart and they want to do something better for the society and for those who deserve good things in life but cannot afford it. For instance, ...

Introduction

Problem Statement Underdeveloped markets are far behind the developed markets when it comes to the acceptance of technological advancements. The size of the underdeveloped market is huge, and there are great opportunities for growth in such markets. Technology Acceptance Model (TAM) is a theory of information system that shows the pattern in which the users can accept using technology that can be applied to undeveloped markets to determine the acceptance of new business models.

Research Objective

The paper aims to discuss the TAM theory and develop an extension to it for underdeveloped markets. Purpose of Study The extension of TAM model ...

Sun Life Financial is one of the largest financial services companies in the world. It is based in Canada and mainly operates in field of life insurance. Name, logo and advertising slogan chosen by this company form single picture of reliability, safety and happy life. It should be noted that the image of sun plays in important in communicating the companys values and principles to the customer. The name includes metaphor representing an ideal of life without problems that invoke positive associations of the potential and target customers. Logo directly reflects the positioning strategy of Sun Life Financial. It ...

Introduction to Public Relations

The Subway yoga mat social media campaign was informed by the leak that the company was still using a chemical component used in the production of rubber and yoga mats in the preservation of food. The large corporation did not apply universal standard when deciding on the regions that would use the component. Even though the chemical has been approved by the food and drug agency in America, other parts of the world have restricted its use even in the non-food industries. Therefore, from the perspective of the company’ and the management, the use of the component in the ...

Introduction

Jessops was founded in 1935 by Frank Jessop Simmons well known around the world for its broad expertise and experience in the photographic industry. While Jessop was a leader in the industry for many years, technological and market changes over the last few decades led to a significant decline in its sales and profitability. By early 2013, it stores closed and it stock ceased being traded. However, soon after this British entrepreneur Peter Jones invested millions of pounds into the business and reopen 36 of the Jessops stores (BBC News Online a). He hoped to turn the business around. ...

Introduction

In context of fierce competition in front of even the well-known and developed enterprises need to fulfill rather complicated task of maintaining their positions and efficiency on the market. Typically, branding is considered to be effective management technique. Despite the fact it has been already implemented within the Nike Company, the management system faces new challenges of business environment. Therefore this technique should be implemented in new more efficient form in order to meet the demand of customers. This research aims to resolve the problem of brand management implementation on the basis of new principles of development and sustainable ...

I. Abstract The study aims to explore and determine the importance of philanthropic marketing in business strategy with the help of understanding its concept in the literature as well as assessing the real world practice of the organizations. The philanthropic marketing is one of the new and most focused approaches in the field of marketing that is aimed to incorporate the business strategy in the social interest and welfare. Manulife Cambodia is the insurance company in Cambodia that is mainly involved in community involvement and development using philanthropic marketing techniques such as donations to the schools, welfare of women ...

MGMT 581

Corporate Social Responsibility & Sustainability Executive summary: This paper is a descriptive analysis of Corporate social responsibility which has long been a significant part of organizational activities at Oracle. Over a span of time, company has achieved great heights owing to its internal ethical standards such as compliance, teamwork, integrity and corporate governance that have contributed greatly towards establishing a good relationship with primary stakeholders and third party clients. The paper also represents a comprehensive report on how the management at Oracle has taken every step towards maintaining quality by regular training and education. Apart from this, the paper also ...

(Q1.) Over the years, Oracle has continued to demonstrate high levels of ethical standards in dealing with its employees, partners, creditors, suppliers, and other pertinent stakeholders. As such, this is one of the factors that have steered the company to the heights of the Fortune 500 (in 2014, the company was ranked 82). Over the years, the company’s board of directors has continued to develop corporate governance, ethical standards that have made the firm responsible to its primary stakeholders. Since the company operates globally, its executive managers in conjunction with the branch managers have developed laws and ethical ...

Q2. Discuss the relevance of AirAsia’s strategic decisions in offering short-haul services. AirAsia is an international budget airline whose success can be attributed to effective strategic decisions aimed at generating profits. Strategic decisions are about operating in a different way from the competitors. One of the crucial AirAsia’s strategic decisions was to offer short-haul services. The services are characterized by quick turnaround times of 25 minutes and high-frequency services, low-fares, as well as ‘no-frills’ services. The services were part of the company’s decision to capitalize on the local market by flying destinations that were close to ...

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 ...

Many energy companies begin from a humble background of marketing their products without any plan for further development. However, to reach a certain point in growth, they must embrace branding proactively. Overlooking this important step towards marketing would result in stagnation in growth. Ovo Energy is an energy supplying company through buying and selling electricity and gas to domestic properties (Bessant and Tidd 429). Creating the right image of the Ovo Energy through branding will be so fundamental in generating a market in Cairo. Branding must, therefore, satisfy the following characteristics: innovative, customer loyalty, quality products, and good design ...

Introduction

The strategy is the purpose and direction an organization takes to get to its future and achieve long-term goals. It involves motivating trustees in the organization to engage meaningfully with the external environment. The organization, thus, matches its diverse capabilities with the needs of the stakeholders. An organization and in this case the MacDonald has a strategy that determines how the business relates to the outside world. It also determines how the organization will take every opportunity to innovate, improvise as well as make improvements. MacDonald should have a strategy that concentrates on priorities, making sure that the organization’ ...

Brand Audit

Tandem Bank Tandem is a digital banking start up company, led by Azimo Group. Founded by Ricky Knox and Matt Cooper, the organization successfully drawn its path to th challenging financial market environment in the United Kingdom. The Tandem Bank aims to offer breakthrough innovation into the banking sector, by comprising the market offer whih competes with the giants of the UK banking industry through the digitalized solutions and mobile-centered technology. The Tandem is a fighter from the initial stages of its existence, going after external financing and winning this challenge by attracting over £100 million in investment. In ...

Marriott Hotels: Strategic Analysis

Words Count: Executive Summary Marriott International Inc. is a leader in the global lodging industry. Marriot has more than 4,400 properties spread across 87 countries. The company has also done well over the last 90 years and has transformed itself from a root beer stand in Washington D.C to a hotel behemoth. According to the 2015 survey conducted by American Customer Survey Index (ACSI) on hotel brands, Marriot is the most liked hotel brand in the world along with Hilton with a score of 81 (ACSI, 2015). Hotel industry was hit hard by the sub-prime recession in the ...

(Tutor’s Name) (Assignment)

Executive Summary This business report is about developing a country-specific brand strategy plan for Ovoenergy, a UK-based small energy company providing greener and cheaper energy to households and businesses in the country, in the context of its market expansion to Lebanon. Currently, the company is well-recognized in the UK market for its incredibly cheap monthly energy plans that give particular focus to the promotion of renewable electricity. In addition, the company has been ranked top in consumer satisfaction surveys constantly over the last years in terms of product delivery and customer service. Since Lebanon is ...

According to the modern market trend, the microwavable foods offered by brands such as Healthy Choice and Lean Cuisine have become a convenient option and an easy diet solution for busy people. These microwavable foods are easy to prepare and consume for the people having hectic lives. Thus, there are two growing competitors for this industry of low-calorie frozen, microwavable food. These two competitors have several common factors in their products such as product types and variety, nutritional level and price margin. However, according to the recent financials, Lean Cuisine and Healthy Choice, it had faced a significant drop ...

Introduction

The video provides an overview of the Cola Wars between two giants concentrated soda producers, such as Coca Cola and Pepsi. The key parties involve in the soft drink business include concentrated producers, bottlers, retailers, and suppliers. Coca Cola and Pepsi held about 75% market share and focus on the advertising, product portfolios and operational efforts to compete with each other. Both companies pursued effective strategic management strategies for business, corporate and global level. For example, both companies focused on the differentiation and cost leadership at a business level by adding new products to portfolios like Mountain Dew by ...

The Problem

Abercrombie and Fitch is an international retail clothing brand which was incorporated in 1892 in New York. Until 2011, the company had followed an intensive business strategy of expanding its direct-to-consumer operations and brick and mortar stores through closure of local stores. When its share value dropped in 2011, A&F was faced with the decision of choosing between market segments and re-evaluating its focus strategy. The paper aims to evaluate A&F’s existing business strategy to maintain competitive advantage through SWOT analysis and to provide alternatives and recommendations for employing a strategy in the present situation.

Analysis

A SWOT analysis ...

IMPLEMENTING HOST DATA LOSS PREVENTION (HDLP) SYSTEMS TO PROTECT CONFIDENTIAL DATA AGAINST THEFY BY INSIDER THREAT

for the degree of

Chapter 1: Introduction

Background information Data has now become an important business tool and driver in the modern information-driven society. Business organizations and government ministries are now incorporating information systems that generate large volumes of data which is valuable, sensitive or secretive and in the event it leaks to the outside world or falls into the wrong hands, it can cause huge financial losses, weaken negotiation positions of businesses and damage strategic position of the affected business (Alneyadi, Sithirasenan and Muthukkumarasamy, 2016, p. 5). For this reason, it has become vital that companies and government organizations implement strategies ...

Introduction

Portakabin is a company that concentrates on the designing and delivery of modular buildings to its customers. The company is dedicated to providing its clients with quality products and services that match their needs. The initial company market dealt with the construction industry with a concentration on portable buildings that offered on-site storage and accommodation for the clients. However, the company has diversified its market by extending it to include schools, medical centers, and offices as well. Portakabin (2011) reveals that the company is one of the most recognized and well-established brand image. Its brand image is enhanced by ...

Introduction

Preliminary strategic audit refers to assess the current performance of the operations of the business. It examines that if the functions of organization are moving in the designed direction that is set to achieve specific goal or objectives. AT&T is a multinational company that provides effective communication products and services to its global customers. Its product includes smartphones, tablets, and broadband services that are widely used by the customers all over the world. The mission and vision of the company is to provide technological and innovative products to its valuable customers and ensures high satisfaction in the world market. ...

Introduction

The Empire Cruises is a private New York based cruise business, which offers public dinner cruise and private event charters. Major services of Empire Cruises include Birthday Cruise, Prom Cruise, Graduation Cruise, Anniversary Cruise, Sweet 16 Cruise, Cocktail Cruise, Lunch Cruise, Holiday Cruise, and Cruise Rental. It was established in 2010 and owns the city’s most popular event yachts that aim at offering the best cruise experiences at special events. The fleet of Empire Cruises is comprised of five incredible yachts namely Lucille, Jacana, Harbor Lights, Nautical Empress, and Liberty Belle. The deluxe experience offered by the Empire ...

Contemporary Marketing Issues

Executive summary Brand love is about a brand attitude that people hold about a brand. Some most famous theories of brand love include Sternberg’s (1986) theory of triangular love, Consumer-brand relationship theory proposed by Shimp and Madden (1988), Lovemark theory of Robert (2005), and Emotional brand attachment theory proposed by Carroll and Ahuvia (2006). Findings disclosed that emotional approaches to brand love are stronger than rationale benefits. Organizations that transformed from functional to emotional include Coca-Cola and Walt Disney. These organizations are the examples, of emotional theories as they got huge success through deploying interpersonal emotional theories of ...

Introduction

Skechers is a high performance and lifestyle footwear company located in Manhattan Beach, California, which was founded in 1992 by current CEO Robert Greenberg and his son Michael. It was first incorporated in 1992 in California and then reincorporated in Delaware in 1999 while keeping its headquarters in California (Skechers, 2016b). As of fiscal year 2015, it owned and operated in the United States 119 concept stores, 155 factory outlet stores, and 117 warehouse outlet stores. Internationally, it also owned and operated 82 concept stores, 41 factory outlet stores, and five warehouse outlet stores. It has more than 1340 ...

Answer Questions

1)Table 1 shows correlations of clothing retailer positioning questions to the two dimensions of a positioning map. Based on the correlations, name the two dimensions. Show the process and discuss your reasoning. Organizations make use of positioning map to help them identify a perfect position in the market with respect to their products or services. Positioning is a good way to let the organizations understand where they stand in the eyes of customers. Perceptions of customers are very important in defining the positioning of products and services. Positioning maps reveal where and how certain brands are placed in ...

Introduction

The Deepwater Horizon oil spill started in April 2010 in the Gulf of Mexico on the British Petroleum-owned Macondo Prospect. Taking after the blast and sinking of the Deepwater Horizon oil fix, an ocean depths oil gusher streamed for almost 90 days, polluting the sea water with crude oil and killing off most of the plant and animal life in that ecosystem. Current BP authorities wouldn't remark on the record for this story. Be that as it may, individuals acquainted with within BP's emergency control exertion and outside specialists say at an early stage, BP didn't have an advertising ...

1.0 Executive Summary Enhancing brand loyalty has become a major concern to many business organizations. Developing brand love by improving customer satisfaction is one of the strategies that most companies use to enhance brand loyalty. Consumers tend to develop intimacy, commitment, and passion for various brands of products, which forms the basis for brand love (Sternberg, 1986, p. 126). Brand loyalty has significant impacts on the marketability of a product. The determination of consumers’ attitude towards a particular brand helps in the formulation of strategies intended to stimulate improvements. High level of customer satisfaction often results in strong relationship ...

Discuss how each of the following generational groups might react to TOMS Shoes: the baby boomers, generation X, and the Millennials. Answer. As explained in the video, TOMS Shoes have a unique marketing approach where the brand image is positioned around the notion of philanthropy rather than value or price based differentiation (Pearson, 2014). The probable response from the three generational groups is given below: The baby boomers might respond positively to the brand because they generally behave with respect to their age and wisdom. Since TOMS Shoes have the core concept of donating a shoe for the unprivileged ...

Executive Summary

The health awareness in the recent past has led to many consumers to avoid sugary and carbonated drinks, thus leading to a drop in the market share of Pepsi in the US. Conditions like obesity and high blood sugar are associated with such drinks. Pepsi, therefore, has refocused its business to manufacturing healthy drinks like water, teas, juices, sports drinks and healthy snacks. This advertising plan is designed for those products among the young people in the US aged between 12-28 years both male and female. A market analysis has been carried out which revealed that Pepsi currently holds ...

Company Background

Brief History General Motors is one of the companies that played a pivotal role not only in the development of the US auto industry but also in building the economy of the country over the past 100 years. The company is one of the largest manufacturers of cars in the United States and in the World, operating manufacturing and assembly plant as well as distribution centers in the US, Canada, and other states. The company was founded by Willian Durant back in 1908 when he invested USD$ 2000 in incorporating the company in New Jersey. The first fortune of ...