«International distribution focus :
Coach: mainly focus on US & JP, with limited presence in other countries, especially in Europe.
Polo: more interested in global expansion in Euro and Asia (GCR, JP, Korea, Russia, etc).
Factory outlet...» Document abstract
$9.95
55 slides .ppt
Language : english
marketing
case study
date published
28/09/2006
review : not yet assessed
level : Expert
requested 3 times
SummaryInternational distribution focus :
Coach: mainly focus on US & JP, with limited presence in other countries, especially in Europe.
Polo: more interested in global expansion in Euro and Asia (GCR, JP, Korea, Russia, etc).
Factory outlet penetration :
Coach: more selections of product and locations.
Polo: limited assortments and locations.
Brand strategy :
Coach: Single brand.
Polo: Multi brands. More vertical extension than Coach.
Brand positioning :
Coach: Modern, fashionable. More accessible and affordable.
Polo: Classic, elegant. At higher end segments.
Design philosophy :
Coach: Use young, well-known designers for seasonal collections.
Polo: Focus on in-house designers.
Table of Contents- An American story.
- The Coach Brand.
- Business philosophy.
- Distribution business model.
- Excellence formula.
- Swot.
- Competitions.
- The ´win-win´ combination.
- Will the excellence continue ?.
- Geographical swot.
- Polo Ralph Lauren Brand.
- Major milestones of Polo Group development.
- Brand extension.
- Distribution strategy.
- Distribution business model.
- Retail strategy.
- Retail financial figures.
- Comparison of Distribution Coach and Ralph Lauren- Difference.
- Comparison of business strategy.
- Opportunities and challenges.
- Swot- distribution and strategies.
- Retail segment.
Les internautes ont également acheté «Since the existing markets of Calvin Klein and Tommy Hilfiger were saturated, both companies have been actively seeking to expand through new markets, via distribution as well new target populations.
American spirit is core to the lifestyle...» Document abstract
$9.95
60 slides .ppt
Language : english
marketing
case study
date published
28/09/2006
review : not yet assessed
level : Expert
requested 2 times
SummarySince the existing markets of Calvin Klein and Tommy Hilfiger were saturated, both companies have been actively seeking to expand through new markets, via distribution as well new target populations.
American spirit is core to the lifestyle aesthetic as well as business style of both companies. Unlike traditional European luxury houses, which keep control over manufacturing and distribution to stress heritage and maximize true prestige, Calvin Klein and Tommy Hilfiger compromise control and exclusivity to maximize revenues.
Table of Contents- Calvin Klein
- Tommy Hilfiger
- Brand Comparison
Les internautes ont également acheté «"Elegance is not about being noticed, but about being remembered."
(Giorgio Armani).
Giorgio Armani was born 11 July 1934 in Piacenza, Italy.
Worked in a department store, La Rinascente, as a window dresser.
A designer in the well-known fashion...» Document abstract
$9.95
36 slides .ppt
Language : english
marketing
case study
date published
28/09/2006
review : not yet assessed
level : Expert
requested 13 times
Summary"Elegance is not about being noticed, but about being remembered."
(Giorgio Armani).
Giorgio Armani was born 11 July 1934 in Piacenza, Italy.
Worked in a department store, La Rinascente, as a window dresser.
A designer in the well-known fashion house Nino Cerruti.
In 1974, with assistance of his partner, Sergio Galeotti, he established his own company.
One of the world's most recognizable brands, and the sole owner of the $7 billion label.
Leveraging its strong brand equity in the fashion apparel market, Giorgio Armani has ventured into other related categories like eyewear, watches and cosmetics.
Giorgio Armani Occhiali, leg end body wear, cosmetics, profumi, gioielli, orologi.
But Armani has not stopped at just these product categories: He has extended the brand into multiple other categories such as Armani Casa (up-market furniture), Armani-branded Dolci (confectionary), and Armani-branded Fiori (Flowers).
In addition to this wide portfolio of brands, Armani has also entered the services market: restaurants, nightclubs and caffè under the Armani Brand. He also recently struck a deal with Dubai-based property group Emaar to come up with a chain of 14 Armani branded hotels and resorts by 2011.
Table of Contents- Company history.
- The Armani business model.
- The strategy.
- 3 staple principles.
- Brand stretching strategy: a lifestyle brand.
- Brand extension.
- Brand extension: the philosophy.
- Product portfolio.
- Brand portfolio.
- Financial soundness.
- Vertical integration.
- Geographical coverage.
- Armani's specificities.
- The Armani distribution strategy.
- Evolution of the business model.
- Distribution strategy.
- Retail.
- International distribution.
- Wholesale.
- Licensing.
- International distribution strategy.
- SWOT analysis.
«We can imagine 2 points of view for the pharmaceutics market:
- On the one hand, we can consider that the aspect of the bottle is not very important for the customer because it is not for pleasure that he buys it. Also the producer of the meds...» Document abstract
$6.95
7 word format
Language : english
marketing
market study
date published
30/08/2006
review : not yet assessed
level : Advanced
requested 29 times
SummaryWe can imagine 2 points of view for the pharmaceutics market:
- On the one hand, we can consider that the aspect of the bottle is not very important for the customer because it is not for pleasure that he buys it. Also the producer of the meds will not privilege the aesthetics and buy probably a HDPE bottle to fill customers’ attempts. Moreover the HDPE aspect looks artificial and expresses a chemical image to the customer. So the image of the bottle corresponds to the image of meds: artificial, chemical.
- On the other hand, the PET has quite the same aspect as glass and meds are usually in glass packaging. So the traditional substitute to the glass would be to PET which enables to see the product inside the packaging which is not the case with the HDPE.
Pharmaceutics products don’t need to attract the customers because it is not a pleasure product but a necessity for the customer. So the packaging doesn’t really have to be attractive for the customers. Moreover the bottle is usually sold into a carton packaging so it is not viewable for the customer in the pharmacy.
The problem is that the customer cannot clearly see the product with HDPE packaging and it matters for some customers who want to see before taking the meds what it looks like. It is reassuring for some of the customers not to have the impression that the manufacturer wanted to hide the product.
- On the one hand, we can consider that the aspect of the bottle is not very important for the customer because it is not for pleasure that he buys it. Also the producer of the meds will not privilege the aesthetics and buy probably a HDPE bottle to fill customers’ attempts. Moreover the HDPE aspect looks artificial and expresses a chemical image to the customer. So the image of the bottle corresponds to the image of meds: artificial, chemical.
- On the other hand, the PET has quite the same aspect as glass and meds are usually in glass packaging. So the traditional substitute to the glass would be to PET which enables to see the product inside the packaging which is not the case with the HDPE.
Pharmaceutics products don’t need to attract the customers because it is not a pleasure product but a necessity for the customer. So the packaging doesn’t really have to be attractive for the customers. Moreover the bottle is usually sold into a carton packaging so it is not viewable for the customer in the pharmacy.
The problem is that the customer cannot clearly see the product with HDPE packaging and it matters for some customers who want to see before taking the meds what it looks like. It is reassuring for some of the customers not to have the impression that the manufacturer wanted to hide the product.
Table of Contents- Presentation of the company RPC packaging gent.
- The pharmaceutics segment.
- Qualitative analysis.
- The meds consumers' point of view.
- The constraints of pharmaceutics packaging.
- Quantitative analysis.
- Technical constraints.
«When approaching this assignment, the second topic attracted us given its interest and the challenges it represents. We wanted to study a successful and well known company, constantly looking for new markets and offering new variants of known...» Document abstract
$9.95
24 word format
Language : english
marketing
case study
date published
28/07/2006
review : not yet assessed
level : Advanced
requested 148 times
Summary When approaching this assignment, the second topic attracted us given its interest and the challenges it represents. We wanted to study a successful and well known company, constantly looking for new markets and offering new variants of known devices, to find out what a wrong Marketing-mix consists of for a global company promoting global products. In this way, and without hesitations, Nokia seemed to be relevant in this particular case. Indeed, the example of the famous “N-Gage” strokes our mind and could be linked with the word “failure”. The N-Gage began as a concept when Nokia noticed that more gamers were carrying a Nintendo Game Boy and cell phone simultaneously.
In order to argue why the giant mobile phone manufacturer failed to produce a multi-purpose device -encompassing the portable gaming-console and the phone’s function- has failed, we decided to contrast it with the success of the mobile phone called the “N-70”. The Nokia N-series such as the N-70 model has greatly contributed to the success lately as Jormal Ollila points out:
“I am delighted that our strategy to target new mobile communications market segments is working well, as evidenced by the success of the Nokia N-70 multimedia device: the highest revenue generator for Nokia this quarter and the world’s number one selling WCDMA device”
However, it is important to introduce in a first part a history of Nokia and point out key numbers dealing with its industry. Finally, in order to illstrate the contrast, the 2 products will mainly be analyzed through the most relevant P’s which are the Product and the Price.
In order to argue why the giant mobile phone manufacturer failed to produce a multi-purpose device -encompassing the portable gaming-console and the phone’s function- has failed, we decided to contrast it with the success of the mobile phone called the “N-70”. The Nokia N-series such as the N-70 model has greatly contributed to the success lately as Jormal Ollila points out:
“I am delighted that our strategy to target new mobile communications market segments is working well, as evidenced by the success of the Nokia N-70 multimedia device: the highest revenue generator for Nokia this quarter and the world’s number one selling WCDMA device”
However, it is important to introduce in a first part a history of Nokia and point out key numbers dealing with its industry. Finally, in order to illstrate the contrast, the 2 products will mainly be analyzed through the most relevant P’s which are the Product and the Price.
Table of Contents- The products
- The Price
- The Distribution
- The Promotion
Social Marketing & Self-Regulation: The Perfect Match for a Good Working World (?) The Contribution of Social Marketing to Self-Regulation Strength
«Self-regulation and the ability to make people self-regulate themselves in a better way has been the subject of many studies since the last few decades (Kotler, Roberto, Lee, 2002; Andreasen, 1995). The ability to...» Document abstract
$9.95
29 word format
Language : english
marketing
presentation
date published
27/07/2006
review : not yet assessed
level : Expert
requested 16 times
SummarySelf-regulation and the ability to make people self-regulate themselves in a better way has been the subject of many studies since the last few decades (Kotler, Roberto, Lee, 2002; Andreasen, 1995). The ability to self-regulate can be important in all aspects of life. When focusing on business, the people behind the business and exchange of products and services are an important factor for a good working economy and society in general (Lazer, Kelley,
1973). People may influence business and economics in an indirect way, for example, by feeling unhappy about their lives which leads to the influence of business in a direct way by working too slowly or being unfriendly to customers. These behaviors may influence profits and sales. The ability to self-regulation is a main aspect in the behavior of people. To be able
to obtain a goal, not only at a workplace, but also in life in general, people have to be able to self-regulate (Bandura, 1977).
Self-regulation appears to be central to effective functioning in a number of ways: in impulse control, time management, and coping with emotions or stress (Murtagh, Todd, 2004). Many clinical conditions, such as anxiety, depression, or attention-deficit/hyperactivity disorder, may be viewed as limiting and restricting the individual‘s ability to self-regulate and cope with everyday challenges and stress. Clarifying the nature of this active self has implications
at both personal and societal levels (Murtagh, Todd, 2004). This makes clear that self- regulation is an important aspect in society and failure of it can be the source of many problems.
To understand what moves people and why they regulate themselves in a certain way, it is important to know which factors influence behaviors, attitudes and ideas (Baumeister, Heatherton, Tice, 1994). From there on it will be possible to guide the self-regulation process,
to understand individuals and to make society as a whole develop in the right direction, without the enormous costs of self-regulation failure (Schmeichel, Baumeister, 2004).
People in the third world suffering from AIDS can be seen as a form of self-regulation failure which influences society as a whole and which therefore brings about high costs (Hunter,
2003). Although the AIDS problem is quite under control in the Western world, it is still a dramatic epidemic in sub-Saharan countries.
1973). People may influence business and economics in an indirect way, for example, by feeling unhappy about their lives which leads to the influence of business in a direct way by working too slowly or being unfriendly to customers. These behaviors may influence profits and sales. The ability to self-regulation is a main aspect in the behavior of people. To be able
to obtain a goal, not only at a workplace, but also in life in general, people have to be able to self-regulate (Bandura, 1977).
Self-regulation appears to be central to effective functioning in a number of ways: in impulse control, time management, and coping with emotions or stress (Murtagh, Todd, 2004). Many clinical conditions, such as anxiety, depression, or attention-deficit/hyperactivity disorder, may be viewed as limiting and restricting the individual‘s ability to self-regulate and cope with everyday challenges and stress. Clarifying the nature of this active self has implications
at both personal and societal levels (Murtagh, Todd, 2004). This makes clear that self- regulation is an important aspect in society and failure of it can be the source of many problems.
To understand what moves people and why they regulate themselves in a certain way, it is important to know which factors influence behaviors, attitudes and ideas (Baumeister, Heatherton, Tice, 1994). From there on it will be possible to guide the self-regulation process,
to understand individuals and to make society as a whole develop in the right direction, without the enormous costs of self-regulation failure (Schmeichel, Baumeister, 2004).
People in the third world suffering from AIDS can be seen as a form of self-regulation failure which influences society as a whole and which therefore brings about high costs (Hunter,
2003). Although the AIDS problem is quite under control in the Western world, it is still a dramatic epidemic in sub-Saharan countries.
Table of Contents- Chapter 2 Individual Self-Regulation Strength and Influencing Factors
- Self-Regulation
- Self-Regulation Strength
- Factors Influencing Self-Regulation Strength
- Chapter 3: Social Marketing
- What is Social Marketing?
- The Effectiveness of Social Marketing
- The Importance of Effective Campaigns and Benefits for Policy Makers
- Chapter 4: Conceptual Framework
- Framework and Hypotheses
«Marketing is often referred as the set of techniques by which a company makes consumers buy its products. However, marketing can also be seen as a wider activity, that includes selling ideas and services, that do not only fulfill indivudual needs...» Document abstract
$9.95
10 word format
Language : english
marketing
case study
date published
12/07/2006
review : not yet assessed
level : General public
requested 35 times
SummaryMarketing is often referred as the set of techniques by which a company makes consumers buy its products. However, marketing can also be seen as a wider activity, that includes selling ideas and services, that do not only fulfill indivudual needs but also organizational objectives. Paris 2012, as a candidate city to host the Olympic Games, is an example of such a product. For instance, Paris 2012 marketing objectives were to obtain public support by having the French people and the journalists share their enthusiasm, and eventually to convince the International Olympic Committee (IOC) to entrust the 2012 Games to their capital . Of course, the IOC members only made the final choice, but a strong popular adhesion could make a real difference
Table of Contents- Paris, a city to hold the Games
- The Games concept
- Sustainability and legacy
- Internal and external analysis
- Paris 2012, a concept to promote
- The rallying of all kinds of supporters
- Launching a promotion campaign to gain public support
- A multi-dimension lobbying
«In this chapter you will find a summarizing overview of this study. It explains fairly about the two discussed main topics: impulse buying and advertising. It gives an introduction of what impulse buying is and if it is...» Document abstract
$9.95
22 word format
Language : english
marketing
presentation
date published
11/07/2006
review : not yet assessed
level : Expert
requested 54 times
SummaryIn this chapter you will find a summarizing overview of this study. It explains fairly about the two discussed main topics: impulse buying and advertising. It gives an introduction of what impulse buying is and if it is related to advertising. In which way are they related to each other and what kind of relationship do these factors have? The second paragraph, managerial relevance, will explain why this thesis is written and to whom it can be interesting, such as for companies and for other researchers who will use this study for further research. The third paragraph, the academic relevance, arguments to what the reason and the relevance are of the chosen topic
Table of Contents- Impulsive buying behaviour
- Descriptions of impulse buying
- Conceptual background
- Factors that influence impulse buying
- Advertising
- Conceptual background
- Types of advertising
«This report provides an analysis and evaluation of Procter & Gamble’s hair care line, Head & Shoulders. With Head & Shoulders new marketing campaign, this report analyses the effectiveness of this campaign in comparison to the ever growing...» Document abstract
$9.95
18 word format
Language : english
marketing
case study
date published
13/06/2006
review : not yet assessed
level : General public
requested 1 times
SummaryThis report provides an analysis and evaluation of Procter & Gamble’s hair care line, Head & Shoulders. With Head & Shoulders new marketing campaign, this report analyses the effectiveness of this campaign in comparison to the ever growing competition of other anti-dandruff hair care products in the United Kingdom (UK). The report also provides recommendations for increasing awareness of the Head & Shoulders brand and how it could stand out among competitors.
The research draws attention to the fact that Head & Shoulders is a low involvement product that deals with a problem (anti-dandruff) that is embarrassing for consumers. In the focus groups held for the analysis, 75% of participants answered Head & Shoulders when first asked ‘if you were looking to buy an anti-dandruff shampoo, which brand would you purchase?” (Weiss, 2006). It was also found that in comparison to three other popular anti-dandruff brands, Head & Shoulders ranked the highest among consumers surveyed. They were also rated the highest on the two most important attributes of shampoo products: ‘End result’ and ‘Accessibility’ (Kavanagh, 2006).
In addition, Head & Shoulders is easily identified by consumers in terms of physical attributes and function of the product. Plus, 90% of one of the focus groups had a positive impression for Head & Shoulders products (Nathanson, 2006). Further investigations revealed that the positive impression left on consumers is supported by different promotions in stores and only somewhat by the new Head & Shoulders spokesperson, American actress Kristin Davis.
The research draws attention to the fact that Head & Shoulders is a low involvement product that deals with a problem (anti-dandruff) that is embarrassing for consumers. In the focus groups held for the analysis, 75% of participants answered Head & Shoulders when first asked ‘if you were looking to buy an anti-dandruff shampoo, which brand would you purchase?” (Weiss, 2006). It was also found that in comparison to three other popular anti-dandruff brands, Head & Shoulders ranked the highest among consumers surveyed. They were also rated the highest on the two most important attributes of shampoo products: ‘End result’ and ‘Accessibility’ (Kavanagh, 2006).
In addition, Head & Shoulders is easily identified by consumers in terms of physical attributes and function of the product. Plus, 90% of one of the focus groups had a positive impression for Head & Shoulders products (Nathanson, 2006). Further investigations revealed that the positive impression left on consumers is supported by different promotions in stores and only somewhat by the new Head & Shoulders spokesperson, American actress Kristin Davis.
Table of Contents- Executive Summary
- Key Findings
- Marketing Recommendations
- Project Objectives
- Methodology
- Secondary Data
- Primary Data
- Attitude Formation and Change Chart
- Fishbein Model
- Analysing the Fishbein Equation
- Means End Chain
- Concrete Attributes
- Abstract Attributes
- Functional Consequence
- Psychological Consequence
- Consumer Decision Process Model
- Problem Recognition
- Information Search and Evaluation
- Purchasing Process
- Post-Purchase Behaviour
- Conditioning
- Classical conditioning
- Instrumental conditioning
- Vicarious learning
- Marketing Recommendations
- Product Range
- Promotional activities
«Innovation, a crucial dilemma to be successful.
Innovating is crucial for a company in order to satisfy its customers ‘expectations and to cope with the competition in a market place which is everyday more and more challenging. However, coping...» Document abstract
$9.95
77 pdf format
Language : english
marketing
theses
date published
04/02/2006
review : not yet assessed
level : Expert
requested 1 times
SummaryInnovation, a crucial dilemma to be successful.
Innovating is crucial for a company in order to satisfy its customers ‘expectations and to cope with the competition in a market place which is everyday more and more challenging. However, coping with the competition doesn’t mean offering products which are somehow better or cheaper than the competition. Not at all. One must differentiate itself from the competition by offering innovative products, and the only way to be acknowledged as an innovative company is to stand one step further than the competition. Of course, it is easier to say than to implement.
Indeed, most of the companies try to innovate to rejuvenate their portfolio and to meet new trends. However, around 90% of the new mass consumer goods launched in Europe are failures compared to 95% rate in the USA . It is quite worrying and it is not only a reality in the mass consumer good market but also in all the rapidly evolving markets. These rates also stress the importance of new product development processes which can be used as major tools to decrease these risks of failures.
Most companies implement the traditional marketing research methods to generate new ideas, to develop and assess potential new concepts. These methods often try to discover new customer needs by analyzing customer complaints, buying patterns, preferences and enable to test the rate of customer acceptance once a prototype has been created through customer testing, pre-test market etc. However, these methods rarely offer insights to identify innovations that could have already been developed by users.
A professor of the MIT Sloan School of Management focused his studies on this poorly-known side of the new product development process. Prof. Eric von Hipple then defined the Lead User Method, a method designed to deepen our understanding of the innovation process and to improve the success of new product development by identifying who he calls “Lead users”.
Thus, a company undertaking a new product development process will experience a lot of pressure due to the high rates of new product failures.
How could we decrease the risks of failures and thus improve the chances of success of new products? Would the Lead user method provide a solution? Would it help better assess the needs and trends of the market and design a product that will fit these needs and trends?
This thesis will be aimed at understanding the reasons linked to new product failures and at assessing the conventional new product development methods and the Lead user method in order to provide an hypothesis that will improve the chances of success of new products.
Table of Contents- THE INNOVATION PROCESS: TYPOLOGY OF INNOVATIONS AND
- TYPOLOGY OF INNOVATIONS
- TYPOLOGY OF RISKS LINKED TO INNOVATION
- INPUTS PROVIDED BY TRADITIONAL NEW PRODUCT
- STEPS OF THE TRADITIONAL RESEARCH METHOD FOR NEW PRODUCT DEVELOPMENT
- THE ADOPTER CATEGORIZATION DURING INNOVATION DIFFUSION PROCESS
- ASSETS AND LIMITS OF THESE METHODS
- THE LEAD USER METHOD: A KEY TO SUCCESSFUL INNOVATION?
- DEFINITION OF THE LEAD USERS
- STEPS OF THE LEAD USER METHOD
- ASSESSING THE VALUE OF THE LEAD USER METHOD
- ASSESSING THE LEAD USER METHOD AS AN ASSET TO INNOVATE IN THE CLINICAL AND SCIENTIFIC RESEARCH
- PRESENTATION OF THE COMPANY
- THE STRATEGY OF INNOVATION WITHIN VENTANA
knowledge network
Sort by
Results 21 - 30 out of a total of 33
Subject :
Type :
Extension :
Language :
Size :
Document>marketing