Brand management: Adapting to the market and revitalizing the brand
Presentation - 14 pages - Services marketing
The brand identity and contract may be undermined if the extensions ignore the brand kernel e.g Jungle Lodges Cavery Fishing Camp. With introduction of Range Extensions the focus shifts to the base of the pyramid where there is more freedom. The highest degree of degeneration of the brand caused...
Advertising agency: A presentation
Presentation - 12 pages - Services marketing
Full service agencies include some or all of these divisions - AOR, DM, PR, Web / design, event management etc. to deliver IMC solutions. Multiple sister agencies with independent operations can handle competitive accounts. It could be periodic or because of friction, change of staff at the...
Influence of relationship marketing on the role of the seller
Thesis - 4 pages - Services marketing
In the past, it was often seen that once a prospect was converted into a client, he could be retained indefinitely. Now, in a context marked by globalization of markets and a highly competitive environment, companies seek to establish relationships with their customers. According to Eric Falque,...
Viewpoints comparison (Lux and Millionaire magazine)
Thesis - 2 pages - Services marketing
In this essay the different viewpoints of two online magazines: www.millionaire.bg (MILLIONAIRE - The Portal of Luxury) and www.lux-mag.com (LUX Luxury Lifestyle Magazine) will be discussed. They both concentrate on the luxury lifestyle. However, the first magazine describes primarily the life...
The evolution of the advertising industry
Thesis - 6 pages - Services marketing
Advertising has become a global phenomenon with its presence in the broadcast media. The need for an advertising campaign is to design and organize communication strategies to influence people who are in favor of ideas, activities, products or the brand which an organization wants to promote. The...
The international strategy of Lenovo
Essay - 4 pages - Services marketing
This document enumerates the national advantages of the withdrawal of Lenovo from China. After being a closed economy for a relatively long time, China is eager to become a globalized economy. This provides an advantageous prospect to companies that are trying to become market leaders through...
Audi A3 Sportback: Marketing strategy
Thesis - 7 pages - Services marketing
Audi is one of the leading manufacturers of luxury cars. In 2002, they produced over 7, 35,000 vehicles, generating a turnover of 22.6 billion euros. Audi is a part of the Volkswagen Group and is headquartered in Germany. It has more than 51,000 employees and sells its products through 5,000...
International market study for organic products
Market study - 6 pages - Services marketing
An organic product stems from organic farming, a method in which there is no use of chemicals in any form. At least 95% of the ingredients used in an organic product must have been grown using a method of production that respects the natural balance of the environment and ensures the well being...
Facebook: Marketing survey
Thesis - 6 pages - Services marketing
Mark Zuckerberg created Facebook from his room at Harvard on February 4, 2004. It was an instant success and more than two thirds of the students on campus registered with the site within two weeks of the launch. This inspired Mark to introduce Facebook to other universities in collaboration...
Advertising and body image
Essay - 3 pages - Services marketing
There has been a decrease of Women's ideal weight as depicted in magazine in the last 40 years, and the average model is more than 20% underweight (Wiseman, Gray, Mosimann, and Ahrens, 1992). A staggering 99% of traditional women models are found to be underweight (Halliwell and Dittmar, 2004)....
Internal communication: A strategic marketing communication framework
Thesis - 12 pages - Services marketing
Twenty first century leaders in all sectors, private, public and not-profit, are declaring and emphasizing the role of effective and strategic internal communication to the success of the organization. This paper briefly positions internal communication and within its scope, analyses the...
Launching a new wiper "Rbiclean"
Case study - 8 pages - Automotive marketing
A windshield wiper, also called a brush or a scraper consists in an apparatus in which the aim is to wipe the wet windshield in the front of a car during rain. It comprises of an electrical motor, functioning in an automatic way, due to a 'mobile arm' and is equipped with rubber...
Market segmentation targeting positioning and Porter's generic model
Thesis - 8 pages - Services marketing
For past 20 to 30 years market segmentation has been defined in different ways. Marketers are breaking the market into parts, to segment the buyers. Based on characteristics and the buyers needs the marketing strategist will categorize buyers. A well developed strategy will help the organization...
Analysis of Stabburet's marketing plan
Case study - 8 pages - Services marketing
Stabburet is committed towards providing its customers with a wide range of foodstuffs. Its mission is to be the first choice in the food market all over Norway and meet the needs of existing and new customers within this market. Furthermore, it aims to provide customers with the quality of...
Case study: An analysis of marketing Starbucks
Case study - 11 pages - Services marketing
Primarily, Starbucks operates as a coffee shop to hang out at and relax, away from the hustle and bustle for that well deserved coffee break. It has branched out from coffee, now serving a menagerie of tea, milk and espresso based drinks, either hot or cold. As when the first Starbucks opened,...
Advertising alcoholic beverages
Thesis - 5 pages - Services marketing
Advertising plays a significant role in our everyday life. We find them everywhere. These days we find advertising of alcoholic beverages frequently. We find them regularly when we switch on the television, radio and internet. They are also found on the large hoardings on top of the buildings, on...
Role of advertising agencies in global marketing
Thesis - 5 pages - Services marketing
Modern type of advertising developed in the late 19th or 20th century. Commercial advertisers generally try to increase the consumption of products through branding. Different types of media are generally used for this, such as magazines, news papers, television and billboards. The money spent on...
Case Study: Tesco's marketing strategy
Case study - 4 pages - Services marketing
United Kingdom grocery market accounts for 12.5% of all houses hold spending, making it the third largest expenditure after housing and transport in the world. In the year 1990's Tesco faced strong competition and needed a new strategy as they were good in buying and selling though they forget...
Marketing a product and determining the market strategy
Thesis - 2 pages - Services marketing
As results of my research on business and society I will identify and describe the four functional market strategies used to entice consumer spending on in-car electronic devices and an adapters. This article clarifies how this adapter includes a main body and components capable of supporting all...
An overview of experiential marketing
Thesis - 6 pages - Services marketing
When I look back on my day, I'm amazed at the range of emotions I have gone through, from depression to indifference to ecstasy. Every minute has been an experience - sometimes pleasant, sometimes unpleasant, and then there are those experiences…that I would give anything to relive. Apart...
An overview of industrial marketing
Thesis - 4 pages - Services marketing
Industrial marketing consists of all activities involved in the marketing of products & services to organizations, (i.e. commercial enterprises, profit & not for profit government agencies & resellers) that use products and services in the production of consumer or industrial goods & services &...
Steps and processes involved in advertising
Thesis - 18 pages - Services marketing
“With realistic goals for advertising, you can satisfy both, those who are investing in the advertising and those who are creating it.” Almost every person involved with advertising wants to measure their advertising results. Those who pay the bills want to know the return on their...
PESTEL and SWOT Analyses - Qantas - published: 06/10/2009
Case study - 4 pages - International marketing
Qantas is one of the oldest and most recognized long distance airlines in the world. The company was founded in Queensland on November 16, 1920 by two veterans of the First World War: Lieutenants Wilmot Hudson and Paul McGinness (Qantas, 2008). After a long period of state ownership, and the end...
Strategic marketing for Constellation Wine
Thesis - 11 pages - Services marketing
Constellation Corporation has a very specific business. They import wine in barrel, and then they bottle it by using their big brand portfolio. They also produce wine but it's a minor part of their business. The major part is to market and sell a broad portfolio of wines throughout the world. The...
Marketing of high technology products
Tutorials/exercises - 32 pages - Services marketing
Technology has encompassed all human activities spread from farmers in the remote areas to the human activities reaching out into outer space. Managing this tool of "Technology" which governs the future of the mankind, planet and the universe covers multiple disciplines of sciences and mankind....
Customer relationship marketing
Thesis - 10 pages - Services marketing
Traditional marketing strategies focused on the four Ps (price, product, promotion, and place) to increase market share. The main concern was to increase the volume of transactions between seller and buyer. Volume of transactions is considered a good measure of the performance of marketing...
Service marketing in multiplex
Case study - 110 pages - Services marketing
The magical word in cinemas today is - multiplex. It caters to the busy, fast moving and variety-loving consumer who wants more than just one film under a single roof. Multiplexes have become just a rage that most of the old cine complexes are converting to multiplexes. Cinema cannot be an...
A study on internet marketing
Thesis - 8 pages - Services marketing
The Internet is one of the most important media for advertising. It not only complements your other forms of advertising, but also reaches a unique, distinctive class of audience. For advertisers especially, the Web has enormous potential, mainly because of its vast size and global reach. Today...
A look at the marketing mix for the proposed plan of building a hotel
Thesis - 5 pages - Services marketing
There are a lot of things that needs to be looked into when one proposes to start a hotel. There is the financial aspect where one needs to calculate and decide how much the venture will cost and what the best prices are in order to quote for the services rendered. There is also the decision...
The strategic implications of branding in the international telecommunications industry
Thesis - 6 pages - Services marketing
Branding is the use of unique names, terms, signs, symbols, or designs or a combination of these factors to identify the source of a product or service (Kotler & Armstrong, 2008). According to Knox (2005), a brand is simply a thing, which provides the client supplementary charge founded on...
