Marketing Plan For A Marketing Strategy

Marketing Plan For A Marketing Strategy
Over the past two decades store brands have grown faster than the national brands. In recent years
many retailers and wholesalers have invested in the creation of their own store brands. Since the
economic decline many consumers have decided to buy store brand products over national brands,
the reason is that more of this consumers are more conscious over the price of an item than the
brand name. Brand name products once were known as the "generic" or "no–name" brand, but with
the recent growth the brand name products they are getting rid of the cheap image that they once
had. Today, many store brands offers a wide variety of products and the product selection still
expanding. Retailers such as Target have store brands that are rapidly growing and achieving name–
brand quality.
Target, a discount retailing that started in Minnesota has opened stores all over the United States and
Canada in the past fifty years. Target is continuously competing with its rival because it has a "cheap
chic" image that provides better style and fashion for its consumers. Target and Walmart are
longtime competitors, in the early 2000s Target was growing faster than Walmart, but with the rough
economy many customers turned to Walmart and dollar stores for the low prices. Target did not give
up and throughout the years it has dedicated its money and time to develop new changes like cost–
cutting, store remodeling, and inventory restructuring. Target saw great befits in recent growth in
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The Relationship Between Manufactures And Retailers
Summary
Private labels have developed fast in the last ten years. It becomes product which is well designed
with better quality and lower price. It lead the relationship between retailers and manufactures more
complex and shift the balance power in retailers ' favor; It also changed consumers ' attitude about
quality of own brands and manufacture brands, then created different buying intentions. In the
future, it will attract more consumers and become more profitable.
1. Introduction
Retailers branded products mean production that stores put their own names or brands on. They may
also be known as different names, such as private label, house brands and own brands. But all of
them have one common feature – they are manufactured and brought to market in much the same
way as the familiar national brands. (PLMA, not dated) Thanks of the development of international
retailing environment, own brands become new opportunities for world retailer developing. Some of
them have a great performance in some countries and still have great marketing potential.
The relationship between manufactures and retailers has been changed due to the maturity of private
label during the past few years. This passage will depict the development of private label in the last
decade, and then evaluate its influence on the relationship between retailers and manufacturers. At
last, the effect of house brands upon current consumer buying behavior will be mentioned.
2. Development of

Aldi Literature Review Essay
Conclusion of the literature review
The examination presumes that the study on the basic achievement components of ALDI
concentrating on the purchaser conduct and association is an imperative territory to think about on
the accomplishment of the products. Customer purchasing conduct is all that much depends and
impact by the assortment of matter. There are diverse components that could influence the buyer to
change starting with one brand then onto the next, so distinguish the needs through the offerings is
essential. In this current, shopper's requests are all that much higher than some time recently, as their
necessities are getting modern. In this way, it is much harder to impact them if the products ... Show
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National brands benefit from brand equity and image through their extensive advertising and brand
image. Marketing activities can influence the brand image however through pricing and promotions,
jingles, slogans and 14 much more. The lower prices of store brands can either be viewed as a
competitive advantage or ultimately be associated with lower quality. Brand Loyalty and Store
loyalty have an influence on brand purchase choice. Many consumers have loyalty towards certain
brands or products and this can be down to their habits and therefore tend to make habitual
purchases i.e. purchasing what they always have. Previous research also states that store image also
has a major influence on the purchasing behavior of consumers stating that if a store has a nice
image and atmosphere then consumers will purchase more of their store brands. Research has also
indicated that packaging can be a major influence in purchasing decisions especially at point of
purchase and that many store brands try to mimic the packaging of national

David Jones SWOT Essay
David Jones Ltd (DJS), one of Australia's oldest and most recognised department stores was
founded in Sydney in 1838 and is a retailer of diversified products ranging from clothes to daily
home products. This report's purpose is to provide the David Jones' Board and Senior Management
advice through the assessment of SWOT, resources, capabilities and strategies with a Balanced
Scorecard and Strategy Map as the measurement of the strategies. Part A–1: David Jones Strategic
Analysis – SWOT STRENGTHS Brand Name, Product and Brand Portfolio DJS was the first
department store in Australia and its black–on–white hounds tooth was judged one of the Australia's
top ten favourite trademarks in 20061. DJS maintains a wide variety of products and ... Show more
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Business expansion The physical store is an "experiential centre" where customers are able to
interact with the brand and although e–retail provides choice, convenience and access, face to face
customer service still reigns supreme (business insider article) the physical store plays an important
role in the retail industry allowing consumers to touch, feel and take a product home fast. By
increasing physical presence, and improving systems and processes, companies will be able to
enhance the customer experience. THREATS Customer income and preference influence Real
household disposable income has reflected a downward trend from 2009 to 2013 and household
saving did not decrease during 2012, which reduced the level of cash flow meaning store sales will
be affected by a decreased level of income remaining for shopping after spending on daily
necessities. In addition to this, switching costs remain low for customer changing their preferences
because of the diversity of options like Myer, K–Mart or the brand retailer like ZARA and Gucci.
Counterfeit goods market As globalisation brings in new and various products, counterfeit goods
also spread quickly. This has a negative influence on local retailers and trademark owners by taking
away part of their local market share, taking advantage of the designs of a brand's

Eco/365 Final Paper
Running Head: Final Project University of Phoenix ECO 365 April 20, 2011 Introduction The
evolution of Wal–mart from the early 1960s to the present day has set a benchmark that few can
achieve. Wal–mart executives have been successful nationally as well as globally. The knowledge
and expertise in economics have made Wal–mart a global giant. The research completed is the final
recommendations by the members of research team C and will address questions regarding global
competition and issues of the organizations ability to expand or reduce current operations. Price
Wal–Mart continually advertises their prices to be substantially lower than their competitors. The
truth is, most Wal–Mart items do not ... Show more content on Helpwriting.net ...
Wal–Mart excels in customer service; and the wages provided to their employees is beyond just
minimum wage. "Wal–Mart's success is the direct result of the dedication of its associates, and they
reward their hard work with benefits that work for them. Their benefits include more than medical
coverage and a competitive pay package: They offer associates retirement savings plans, pharmacy
benefits, the opportunity to share in bonuses and valuable discounts at their stores
(walmartstores.com, n.d)." Global Competition Global competition has a direct impact on Wal–
Mart. Global companies offer competition for consumer business and companies within the United
States and other countries who compete with Wal–Mart. The global competition for consumer
business primarily takes place in the e–commerce domain that Wal–Mart dominates. Wal–Mart
offers their consumers a convenient one–stop website with all the merchandise and products offered
in the store, and some that are not. The exchange is significantly sped up by the convenience and
availability of the internet. The internet allows transactions to take place at a faster pace than the
standard face–to–face or telephone method. Target, a major competitor of Wal–Mart, also has a
Website that is reached by consumers all over the world. This added competition, especially from a
competitor in the same industry, forces Wal–Mart to keep their prices low while offering

Ann Taylor Case Study Essay
Case 39 – Ann Taylor
Introduction
Ann Taylor was founded in 1954 as a wardrobe home for busy, socially upscale women by Robert
Liebeskind. Its first stand–alone clothing store was started in New Haven, Connecticut. Ann Taylor
was never a real person; it was a brand identity or a personality within the retail clothing industry.
Kay Krill, the current president/CEO, has been the leader of the company since 2004 and has faced
many issues and challenges with the ANN legacy as a women's specialty clothing retailer:
When she was appointed "there was concern among commentators and customers that the Ann
Taylor look was getting 'stodgy,' and the question was how to reestablish Ann Taylor as the
preeminent brand for beautiful, ... Show more content on Helpwriting.net ...
Demographic
"The National Retail Federation, a trade group based in Washington, D.C., reported that the retail
niches showing the greatest growth were department stores, store catering to the teenage children of
baby boomers, and apparel chains aimed at women over 35." (C314) Ann Taylor is the major player
in for the younger professional, but there are several clearly focusing in on the shopping
environment for women over 35.
The purchasing power of this "older" baby–boomer demographic accounted for nearly half of the
$107.2 billion in women's clothing purchases in 2007. This is a very diverse demographic with a
large purchasing power. Despite the competition and economic conditions, if marketed properly Ann
Taylor could

Uniqlo Supply Chain
C) Threat of Substitutes
Casual wear is one of the basic wear among the loose fit and relaxed fit wear. There are so many
substitutes circulated into the market. One the main substitute of casual wear is active wear or
athletic wear. Casual fashion clothing have been anticipated into the industry. The differentiation
into the casual clothing could be provided a new line of clothing which could be nearest substitute
of the product. The specialised stores could have been offered semi casual, smart casual and
business casual lines. Semi casual clothes have been presented less than formal dresses. Smart
casual lines have got a conservative look but the differentiation in colour, fabrics make it more
acceptable to the customer. However, ... Show more content on Helpwriting.net ...
It has built its brand loyalty all over the world. Brand loyalty is one of its core factor to become
sustainably profitable. Gap is particularly looked through its brand development. The branding
strategy of gap is followed from design to marketing, merchandising to customer. This company is
always keen to establish its brand. It is always looked for a brand which can cover a unique style
with a high quality and in a reasonable price range for all age's people. 5) Benetton This company is
named by the owner family name Benetton which is formed in 1965. It has got 800 stores over 120
countries all over the world. It has just started its journey with 5 stores which situated locally. It has
generated 2 billion euro of revenue every year. It gas got 5500 network of contemporary store all
over the world. It has come into the market with fashion apparel covered with high quality, style and
passion. It has made its own brand in the market. It has got a high tech IT department which helmed
to make 160 million garmnets product annually. It has got superior value in the market because of its
quality and creativity is maintained in every sphere of its production process.
6) Zara
Zara is one of the top clothing brand all over the world. This is the number one competitor of Uniqlo
and all other brand. It has got 1603 store in 78 countries of the world. Those stores are located in
world largest cities. This retailer proved that international

Essay On Coles
INTRODUCTION
West farmers or Coles is one of the leading supermarket around Australia and also Cole's owned a
Coal mines in three states but what really Cole's business, is to sell groceries; and coles shared 70%
of the Australian Market. In this Essay it will explain how Cole's business started and how they
influence into the Australian market.
Also the marketing strategies of Cole's business is to serve good service and high quality of product
and by that they also to promote their own house brand such as rice, food and beverages and more,
one of the idea they have for promoting is to have their own television game show before and now
to sponsor "MasterChef Australia". BODY
Coles Myer Ltd is one of the leading retailer supermarket ... Show more content on Helpwriting.net
...
They does this by rescuing and redeploying surplus fresh food, constructing community volume in
food skills and nutrition and supporting for an end to food insecurity. (http://secondbite.org/)
In May 2013, Coles was recognized by providing more than ten years of food donations to
Foodbank and receiving a Patrons award. The award is given to a certain companies that
demonstrated leadership, Innovation, Creativity and impact overtime in their partnership with
Foodbank. (Stella Barber, Neil Montagnana Wallace, Coles: 100 years of quality, service & value.
2013)
One of the promotion that a company will do is to create advertisement that surely the people will
remembered, One of Coles most successful marketing strategies was extended in July 2010 when a
company is signed to tie up with and sponsor of Networks Ten's MasterChef Australia up to this
year 2015. . (Stella Barber, Neil Montagnana Wallace, Coles: 100 years of quality, service & value.
2013)

Analysis Of Haigh ' S Chocolate Essay
Services
Haigh`s Chocolate believes in following the traditional approach to sell its products so all the
chocolates are manufactured in its small factory on Greenhill Road in Adelaide and most of the
chocolates are sold through their own retail stores across Australia.
Customers can either visit the 14 stores located in Adelaide, Melbourne and Sydney to buy the
chocolates or the brand even provides the option of placing an order online and over the phone by
calling the number 1300 HAIGHS (1300 424 447). All the customers are provided with the tax
invoice in their email and an email from Australia Post with their package tracking number.
When certain customer`s were interviewed about the brand they told that Haigh`s has a strong brand
value and they provide excellent quality of chocolates with really quick service through highly
trained and friendly staff at their stores so the customers believe in them.
One of the customer also mentioned that people are aware about the services that Haigh`s Chocolate
takes part in regarding protection of environment and using the sustainable methods of farming. So
through Haigh`s Chocolate customers believe to contribute something into this social act.
Suppliers
Due to the absence of cocoa growing industry in Australia the brand imports the best quality of
cocoa from around the globe. All other processes like roasting and blending are done locally which
helps to give business to the Australians industry as well.
Several other important

Disadvantages Of Food Indonalds
To keep up with competitors, food retailers are adding restaurants and carryouts to their stores.
Installing restaurants within stores adds convenience for consumers, offering no–frills brands to
compete with nationally advertised brands, providing economy family packs to compete with food
clubs, operating fast checkouts lanes, and providing banking within the stores, to prevent them from
coming off as monopolistic. Consumers want to shop at stores that are easier for them. By adding
restaurants to stores, consumers may say that buying food from those restaurants may seem easier
than going home to cook a meal with the food items they just bought. As the saying goes, never go
to the store hungry because having restaurants within a store will attract more customers because
they are hungry while they are shopping. Food retailers want their stores to seem more convenient
and better for shoppers, that they must find ways to draw more customers in and by adding in–store
restaurants and carryouts they can do so.
Instead of going to different stores because of the different prices, customers are going to pay for
items no matter the price, so they do not have to travel to another store. If the store offers those
products, then customers will buy the items instead because it is more convenient. Even though the
price of one item may be cheaper at another store, customers are still going to put the item in the
basket because they do not want to have to get out at another store just for

Abercrombie & Fitch: an Upscale Sporting Goods Retailer...
ABERCROMBIE & FITCH: AN UPSCALE SPORTING GOODS RETAILER BECOMES A
LEADER IN TRENDY APPAREL Company profile Abercrombie & Fitch Co., a Delaware
corporation, through its subsidiaries, is a specialty retailer that operates stores selling casual apparel;
such as knit shirts, graphic t–shirts, jeans, woven shirts, shorts; personal care and other accessories
for men, women and kids under the Abercrombie & Fitch, Abercrombie, Hollister and RUEHL
brands.
As of January 28, 2006, the Company operated 851 stores in the United States and Canada.
The Abercrombie & Fitch brand was established in 1892 and became well known as a supplier of
rugged, high–quality outdoor gear. Famous for outfitting the safaris of Teddy Roosevelt and Ernest
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There are a headquarters in Asia
Allowance purchasing via internet and limited some channel for purchasing.
Increasing some participation with response to communities
Good controversy about company's products and store
Market return from CRM program
Training for employee and competency increase
Revenue increase by 20% in 2007
Creative thinking level and inspiration of employee increase by 30% in 2007
Number of US customer increase to 35 million by 2010
Installation technology to track merchandise
SWOT Analysis of Abercrombie & Fitch
Strength
A & F opening a new store which is Fifth Avenue store. The new store has a good location and great
for positioning of the brand. The new store represented a prototype for other flagship store, it
displayed good atmosphere and build the character if the brand image to customer mind. The new
store symbolized a youthful lifestyle which attractive the teenagers browse and purchase.
A & F segmentation the target market, they divided target market from different life stage. There are
4 brands for different life stage:
–A & F focused on youthful lifestyle for college students.
–Abercrombie focused on fashions

Tesco Stores Malaysia Case Study
Introduction
Tesco Stores Malaysia which operates as a subsidiary of Tesco PLC is one of the famous
hypermarkets in the country where many Malaysians shop for fresh products, groceries, food and
non–food items, household materials and many more. (1) It was established in Malaysia in year
2001 and available in many places that includes and not limited to Malacca, Klang, Puchong, Sungai
Petani, Ampang and Seri Alam. (1) Recently the management of Tesco Stores Malaysia has come up
with a new idea to introduce its own brand chili sauce in Malaysia.
Introducing a new product into the market where similar products already exist is a risky project that
involves investment of time and money. Failing to study the need of such product in the purported
market and among the target customer will only lead to failure of a new product and loss of
investment. Prior to developing on the idea of manufacturing its own brand chili sauce, Tesco must
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The findings form this meta–analysis type of study showed that many factors besides price alone
affect the customer loyalty to the store brand products and suggests more researches on store brands
to be conducted in Malaysia.
Article 4: Consumer Perceptions of Tesco Own Brands: the Czech Republic and the United
Kingdom (6)
The main purpose of the study was to establish knowledge base on the perception of Tesco brand
among Czech Republic customer and conducted via structured questionnaires. Findings from the
study showed that Czech consumer's view of Tesco brands are slightly less positive compared to
British customers. The study concluded that it may take some time for Tesco brand to establish a
strong position in

Global Branding : Volkswagen And Heineken
MKT8030
Global Branding: Volkswagen & Heineken
February 3, 2015
Chidozie okeke 7088610
CONTENTS
Brands Overview 3 Volkswagen 4 Volkswagen Brand Strtegy 5–6 Heineken 7–8 Heineken Brand
Strategy 9–10 References 11 Appendix 12
BRAND OVERVIEW
The top spot has been solid from 2013–2014 with apple in the top position. From 2013–2014 I
noticed that there has been a trend, regardless of their growth the alcohol beverage industry seem to
be dominating the bottom part of the list ranging from the 80th position to 100 which I believe to be
due to the part that they are not considered necessity although they have a huge market in the world
economy they would remain comfortable and successfully at the bottom positions compared to those
at the top (Appendix 1).
While the bottom spot has familiar faces the top spot also has familiar faces, with 15 out of the e
first 20 major brands coming from the USA, out of the first 20 brands the first 6 had an
unchangeable status maintaining their position from 2013–2014 (Appendix 1). From my observation
at the top 20 amazon stood out of the bunch rising 5 spot from their previous position in 2013–2014.
Based on their everything store mission they have expanded their reach into different variety of
market ranging from Fire TV, Amazon Prime, Fire phone etc. (Bestglobalbrands.com, 2014).
The auto mobile industry take the lead in top risers with 3 brand in the top risers categories, this
could be credited to the great amount of commitment

The Rise Of Store Brands
Introduction Store brands saw a rise during the recession, but many consumers continue to buy
them. With the recession over, consumers purchase store brands for different reasons other than cost
savings. Store brands are now competing with national brands. Both, store and national brands, need
to focus on what they can do for their consumers and offer them value plus brand promises. How is
this accomplished? This paper explains the causes behind the rise of store brands and how national
and store brands create brand loyalty by focusing on consumer needs as they compete for
consumers, along with how brands achieve success.
Rise of Store Brands When the recession began, consumers purchased store brands because they
cost less than the national brands. As the economy rebounds, many consumers still choose store
brands. Cost is not as relevant now. Some consumers found store brands are better than the national
brands. One consumer enjoys the not as sweet taste of Target's store brand apple juice over the
national brand, Motts (Karp, 2012). Price is not an issue as many store brands become specialty
items (Karp, 2012). Many stores are expanding their lines of private labels by adding new flavors
and creating new packaging (Karp, 2012).
The same companies used by national brands manufacture most store brands (Karp, 2012). They
have the same ingredients, but different labels. Most consumers do not know this. How does one
know when they are able to purchase the store brand over the

Advantages Of Ready To Wear Industry
To summarize the main advantages of the sector, we may mention rapid delivery, closeness to target
markets, technical, social and administrative knowledge, experience, and wide product range as well
as design capacity. Leading companies operating in the ready–to–wear sector concentrated on
opening domestic and international stores. Hence, thanks to its flexible production structure, Turkish
ready–to–wear sector produces fashionable products with high benefit by adapting appropriately to
changing fashion trends." (The Republic of Turkey, Ministry of Economy–Sector Reports, Ready–
to–Wear Sector)
The world's leading brand in the ready–to–wear sector has been the Inditex Group with Spanish
origin and 23 billion 74 million dollar turnovers. The Inditex Group has been ranked 43th on the
world's retail list. Hennes and Mauritz (H&M) from Sweden, followed Inditex with 21 billion 678
million dollars and H&M was ranked 47th on the list. If we consider the developments between
1998–2002, Inditex, the world's fastest growing apparel company with ... Show more content on
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With its creative, innovative, customer– and technology–oriented approach, Koton adopts the policy
of bringing seasonal trends together with authentic designs and offering them for sale at convenient
locations and at attractive prices. With its design team, consisting of more than 220 young and
experienced staff, and more than 10,000 employees, Koton offers approximately 30,000 different
models in more than 50 collections to its customers every year. Koton launched its rich content on
Koton.com in September 2015 and till then Koton.com has become the biggest store of Koton in its
2nd year after launch with more than monthly 3 million unique users and more than 20.000
available products

Analysis Of Kevin Keller's Brand Pyramid Model
Kevin Lane's 'Keller's brand pyramid model' highlights the four key levels that you can work
through to create a successful brand. In this essay we are going to discuss the Keller's brand pyramid
by using an example which is 'misssguided' a UK based fashion brand that is famous worldwide
especially in UK, USA, Australia, Germany and France for their clothes, shoes and accessories. We
are also going to analyze how a recent advertisement made by misguided maintains the brand's
equity, which therefore is a marketing term that describes a brand's value.
The brand pyramid begins with the first stage which is written as 'salience' and is on the bottom of
the pyramid. The term salience basically tells us about what the brand is known for by ... Show more
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the interior of their shop is very colorful and attractive and you can easily spot their store as it has
really unique models and props at the entrance of their stores. They drop up to 1000 brand new
styles every week, and provide ready to wear outfits. Prices of items at missguided are very
affordable as they believe that 'shopping is a right, not a luxury'. They always come up with unique
themes with their clothes every now and then. Their delivery charges are also very reasonable and
they do provide quick delivery services especially in uk as it is a uk based clothing brand. Their
website is designed in a way to make shopping easy for everyone as they have their clothes listed in
groups by the kind of occasions you want to shop for, by the trends you want to follow, by your
body shape and size. They basically have a room for all types of women in this world, no matter
what color or shape. They do offer student discounts but other than that they always have some type
of discounts on their clothes, shoes or accessories which makes the prices go low even more than
they are usually.
When we talk about 'imagery', it means creating a meaning behind the brand. Previously missguided
used to only sell their products online only but now they have stores in some cities of United
Kingdom so they can attract even more customers. Even though they target women from 16–35 but
the item available are suitable for all ages after 35 as well. they have also now

Essay on Project Design Plan Int1 Task 3
INT1 Task 3 Page 2
Project Design Plan
This experiment asks the question, "What paper towel is more absorbent for the price per sheet?"
Will the more costly paper towels absorb a bigger spill therefore giving the consumer reasoning on
buying the higher priced paper towel? This experiment will examine the absorbency of three
different brands of paper towels and then compare the results to the price of the product to find the
absorbency value. First, we will purchase one roll from three different brands of paper towels from
the same store at retail price. It's important to purchase the products at full cost or note what the
normal ... Show more content on Helpwriting.net ...
One experiment was done by Sissy Rodriguez where she took 4 brands of paper towels and tested
how absorbent each brand was. Her findings were the generic brand absorbed more than the leading
brands (Rodriguez, 2013). Another study was done by Amber Sainz. Her experiment was on how
absorbent three major brands of paper towel were. Her findings were out of three major brands
(Brawny, Bounty and Scott) Scott absorbed the most (Sainz, A. 2012).
Experimental Procedure * Purchase three rolls of different brands of paper towels. * Get a Notebook
or piece of paper for data recordings. * Record the three brands of paper towels on you data sheet. *
Cut equal pieces from each brand. All three sheets must be exactly the same size. * Fill a medicine
or eye dropper with water. * Place paper towel over clear glass bowl with rubber band holding it in
place. * Now squeeze one drop of water at a time onto the paper towel. * Count the number of drops
the paper towel would absorb before starting to drip into the clear glass bowl. * Record your results.
* Repeat with the other two brands.
INT1 Page 4
Design Reasoning
The reason for the plan of this experiment is not only to find out which brand has better absorbency,
but

Factors Influencing Consumer Behaviour towards Store Brands
In the article "Factor influencing consumer behaviour towards store brands: Evidence for the French
market", Mbaye Fall Diallo, Jean–Louis Chandon, Ge´rard Cliquet, Jean Philippe (2013), the main
aims for this research is to examine the factors of store brands purchase behaviour on consumer,
image factors and store familiarity.
The French market has been chosen in this research because it is convenience and the fast
developing of store brands itself. Several factors that motivates consumer to purchase store brands
(SB) product are socio–demographic factors, which is including gender, age, household income and
the number of children in the household. According to Burton et al (1998) and Martinez and
Montaner (2008), research that showed family capacity and income has become a strong element of
store brand purchase behaviour. Economic factors are in touch to the economic cycle whilst
psychographic factors consist of value consciousness, self–smart shopper perceptions and so forth.
Based on chapter one I learned in class, the marketing concept were divided into four concepts
which are consumer research, segmentation, market targeting and positioning. The authors goes on
with research using structural equation modelling and finalize ANOVA and MANOVA analysis to
proof the outcome of store familiarity on store brands purchase behaviour.
The process of dividing the market into subsets of consumer needs and characteristics is called
segmentation. These processes are based on

Marks and Spencer Strategy Evaluation
MARKS AND SPENCER
(a) MARKS AND SPENCER's SUCCESS
This question is answered in relation to the success achieved before the downturn in performance in
the late 1990's.
The strategic intent was to have a simple pricing policy and the use of the ST MICHAEL LOGO as
a sign of quality.
Had structured formula for all its stores whereby a set of principles were held as core to the
organisation
The value chain was well managed suppliers been local and control could be exercised over
suppliers and the manner in which the supply to the customers was dealt with in a uniformed
manner throughout.
The company was well funded through public listing and held value for shareholders.
The business was in a cash cow phase with business ... Show more content on Helpwriting.net ...
Competitors were concentrating on CRM whereas M&S where totally neglecting this fact and were
not reacting in terms of programmes such as loyalty programmes.
Food and clothing was marketed under one brand whereas they are tow completely different
products and should be treated as such. The negaitive spin off of this type of marketing is that if one
brand performs badly it immediately affects the brand of the other product.
There was a single strategy for both food and clothing whereas they should be strategised differently
and individually. With the common brand the consumer can become confused and relate the
marketing of the brand to both products where the intention was for the one product range.
The company diversified into areas such as mail order and e–commerce, areas that they were not
familiar with and which ended up failing and costing the company.
At the end of the day they did not pay enough attention to their products such as clothing which they
ended up putting outdated clothing lines on their racks and the general images of their stores, even
their main store in London was found to be "tacky" by consumers, not good for a company that is
trying to market a quality brand to consumers.
(d) EVALUATION OF CHANGE INITIATIVES
The first move was to become more customer focused, which was a step in the right direction, but
initially not enough was done to determine the exact needs of their target market.

Who Is The Most Successful Organizations Are Negatively...
This case study will demonstrate how even the most successful organizations are negatively
impacted by their internal and external environment. In addition, this case study will demonstrate
the challenges of successfully operating two special retail companies that share the same parent
company, internal infrastructure, and a similar business model. The only difference between the two
companies is the demographic profile that each company markets towards. Ann Taylor Stores and
Corporation, ("ANN"), was established in 1954. ANN is a well–established retailer with a
competitive market share of women's specialty clothing for women from the ages 25 to 55 (Eisner
and Kuperman, 2009). The company originally began as a "wardrobe source for busy upscale
women" and later transitioned into an umbrella of four companies, Ann Taylor ("TAYLOR") Ann
Taylor Loft ("LOFT") Ann Taylor Factory ("FACTORY") and Collections (Assenza, Eisner and
Kuperman, 2009). Although TAYLOR remains a staple for the sophisticated, 55–year–old women,
the LOFT brand provides the "casual and chic" look for women ranging in all demographic
(Assenza, Eisner and Kuperman, 2009).
Synopsis of the Situation
In 2004 Kay Krill was elected president of ANN. Her most notable work within the company was
driving the LOFT brand to a new level of sales the company had never reached by TAYLOR, the
parent company. From 2004 up until 2008, the retail business was extremely profitable. In 2007 the
economy began to slow down and

Case Study of David Jones Essay
Introduction
David Jones (DJs) is a leading up–market department store chain, which is a public company,
founded in 1838. It is one of the most recognised retailer brands in Australia that emphasizes on
quality and style. While the retailing business changed in many ways, DJs maintained its
commitment to provide high quality merchandise with the introduction of new brands. Through the
continuing refurbishment of stores and continuing opening new stores across four major states in
Australia, it currently has 37 modern, stylish stores located in most Australian states and territories.
It also has its own factory at home which manufactures a large variety of goods from clothing to
furniture. Apart from its home branded merchandise, it also ... Show more content on
Helpwriting.net ...
First, there are good numbers in the higher income categories in Australia. Second, there are an
increasing high income earners and middle class which present a great market opportunity. Third,
the Australia's brand conscious society is well suited to the department store concept. Also,
advanced computer–based technology and stable political environment contribute to a favourable
business climate. The only drawback is economic uncertainty which hinders firms future strategic
direction.
Industry analysis
The retail industry is a highly competitive and mature. For this reason, above–average returns can
only be obtained by competitive actions and responses against competitors. Porter five forces model
will be used to analysis the development and competition situation in retail industry.
There is potentially a huge and growing profit pool due to the growth of the middle class and high
income people. This means people have more disposable income to spend on retail shopping. This
growing profits pool is increasingly affected by the customer service sector as there are more high
income people who prefer good shopping experience.
Threat of new entrants: Retail industry has a higher barrier to entry. First, it is difficult to work out a
good value chain as it involves a complex process. Second, it is difficult for new entrants to gain
competitive advantage and earn above–average returns in such a highly competitive market.
Besides,

American Eagles Swot Analysis
American Eagle Outfitters
Company Overview According to the MarketLine analysis (2016), American Eagle Outfitters, Inc.
(AEO) was founded in 1977 by a company called Retail Ventures originally named Silvermans
Menswear, Inc. When AEO was launched in 1977, it was part of the Silvermans Menswear, Inc. The
two brothers that were part of the founding of American Eagle, Jerry and Mark Silverman, decided
that they needed to continue growing their company by opening more than one store. They opened
the first American Eagle store in 1977 and sold brand–name apparel, shoes, and accessories for men
and women (American Eagle Outfitters). A few years later in 1980, due to some financial troubles,
Retail Ventures sold 50% of the company to the Schottenstein family who would then have full
ownership of the company by 1991 (2016). After the purchase of the company in full by the
Schottensteins, Retail Ventures launched three more chains of stores similar to the model of ... Show
more content on Helpwriting.net ...
Some of these strengths include great core values, their human and social capital, they carry a wide
variety of products that have a strong brand name, and their expansion through global expansion and
investment. AEO has created a unique global company culture based on their core values. These
core values are: People, Integrity, Passion, Innovation, and Teamwork. With these values for the
company, it has helped shape their brands identity. With a driven team of employees that are part of
the same demographic as their customers, it really helps make the AEO stores very welcoming and
inviting to customers (Job Opportunities). Unlike competitors such as Hollister or Abercrombie &
Fitch that have dark lighting and smaller stores, American Eagle has a bright fun vibe when you
walk in. This draws in more customers because it helps them feel less intimidated by the store or
even the

Factors Of Brand Loyalty : Brand Trust, Store Environment,...
Factors of Brand Loyalty
Research has indicated that brand attributes are viewed as important elements in a consumer 's
decision–making. For example, Lau et al. (2006) in his article mentioned that there were seven
factors that influenced consumers' brand loyalty towards certain brands. The factors were brand
name, product quality, price, Design, store environment, promotion and service quality. For the
purpose of the study literature review will focus on the following identified factors of brand loyalty
namely brand trust, store environment, service and quality.
2.3.1 Brand trust
Literature review carried out indicate that Brand trust is the willingness of the average consumer to
rely on the ability of the brand to perform its stated function The researcher reviewed the work of
Chaudhuri (2001). Further review shows that consumers trust a brand because of the ability of the
brand to perform its stated function the review of the work of Jacoby and Chestnut, (1978);
Pessemier, (1959); & Reichheld, (1996) show that loyal consumers will pay more if the product
provides unique value. Brand loyal consumers are more willing to pay more for a brand because
they perceive some unique value in the brand that other brand cannot provide. For a brand loyal
customer cost is not a driver of the purchase but the uniqueness of the brand to the customer.
The researcher reviewed the work of Morgan and Hunt (1994) and discovered that trust is a key
variable in the development of an enduring

Corporate Social Responsibility ( Csr ) And Store Brand...
For The Warehouse Group (TWG), it has long been understood that having a strong reputation
relates to the corporate social responsibility (CSR) and store brand the organisation assumes. The
purpose of this report is an investigation into CSR efforts, affording an indirect measurement of
reputation. It describes a series of CSR activities, and finds that in each case, TWG 's reputation is
reinforced and is stronger than competing organisations who lack or do not efficiently execute such
techniques. The supporting references used describe research that has previously investigated how
CSR activities have become pivotal to how an organisation is portrayed. Findings are that an
organisation 's reputation correlates to the CSR activities it partakes in without any loss of 'face ',
and hence makes communications with publics more successful. INTRODUCTION Reputation is
defined by the totality of an organisation 's activities (Mersham, Theunissen and Peart, 2010). It is
the overall esteem in which an organisation is held. TWG, founded in 1982 by Stephen Tindall, has
grown rapidly over the last decade and is among New Zealand's most reputable consumer retail
brands (www.thewarehousegroup.co.nz/). Led by CEO, Mark Powell, the group and its associated
companies show reasonable financial performance, and broader social responsibility activities
(www.thewarehousegroup.co.nz/). This report investigates the value of public relations in relation to
CSR in the context of TWG as a New

Nike Vs Under Armour Essay
There are many ways to market your brand and get consumers involved. Nike has taken the
initiative to invest in the National Basketball Association by endorsing a surplus of professional
basketball athletes. This method of marketing has been going on for many years allowing different
brands to advertise themselves through celebrities that people look up to. Having a celebrity as the
face of your company engages a broader audience and increases sales. It is illustrated in the graph
labeled "NBA Players Brand Endorsement," the leverage Nike has over its main competitors Adidas
and Under Armour.
As shown in the graph below, 66% of Nike's product is worn by NBA Superstars. The idea of NBA
Athletes wearing Nike gear is to bring in all of their ... Show more content on Helpwriting.net ...
Even more, what company would be better reflect our hypothesis than an already stable company
like Nike?
Customers of Nike, Under Armour, and Adidas currently living in the D.C. Metropolitan area were
asked to complete a survey that asked 4 simple questions about these different brands. The summary
asked them to vote on which brand they prefer, wear, trust, and who is currently dominant in the
apparel industry. This graph was used to help back up our facts as to why Nike should be chosen to
carry apparel for your store. Nike is what the people want. This was based on a poll of 84
participants in total, and 83 for the last questions.
When polling consumers, our questions were: "What apparel brand would you rather wear?" "In the
apparel industry which brand do you prefer?", "In your opinion who is dominating in the apparel
industry?", and "What brand would you trust to come out with some new apparel and it won't
disappoint you?" We chose these questions because they were close–ended and straight to the point,
allowing us to get clear results of the opinion of the population. We also wanted them to be
completely honest which was established by allowing the surveyor's identities to remain
anonymous. Every question offered equal opportunity for each

Primark Strategic Marketing Audit
Primark
Strategic Marketing Audit
ARTD3039–26820
25613537
Image One
Primark Facebook
Image Two
Primark Facebook
ontents
1. Executive Summary
2. Brand Introduction
3. Brand Onion
4–5. The Consumer
6–7. Internal Analysis
8. Promotional Strategy
9. Price Strategy
10. Product & Price Hierarchy
11. Product Strategy
Appendix
12. Distribution strategy
24. Brand Identity Prism
14. The Competition
15. Brand Positioning Map
16–17. H&M
18–19. Financial Analysis

25. Rogers Theory of Innovation
26. Consumer Segmentation Table
27. Ansoff's Matrix Theory
28. H&M SWOT Analysis
29. Like for Like Comparison
20–21. External Analysis
30. PESTLE Analysis
22–23. Objectives
31–32. Bibliography
This marketing audit will critically analyse the ... Show more content on Helpwriting.net ...
Consumer A
'60% of Primark sales revenue comes from outside the UK. Most of Primark customers are from
Europe and the Arab
Nation, with a marginal amount coming from the B.R.I.C Nation,' BBC.
The predominantly female consumer base craves economical, accessible fashion. They
conventionally shop in bulk a few times a month or a few times a week for selective products.
(For Roger's Theory of Adoption see
Appendix Two)
Three consumer types have been identified within Primark.
Consumer B
Consumer C
16–23
24–35
35+
In current education of college, A–Levels or Undergraduate degree
Working professionals and potentially parents
Mainly parents and parttime workers
Purchase less frequently but more in transaction
Mid–low income who want value for money

Early adopters of trends
Tend to buy in bulk and matching outfits
Very digitally savvy with the latest technology
Has few financial outgoings– When they have money these consumers are less thoughtful about the
price
Living in busy towns or cities Large demand for innovation and fast fashion
–4–
Mid–High income
Purchase for practicality and long durability
Will shop in many departments within the brand
Less conscious about up to date fashionability
Early/Late Majority
Childrenswear appeals mostly Not conscious about fashionability, more about durability Not
digitally aware, but want quick and easy access Late majority/Laggards
Consumer A is the prime segment that Primark target.

Opportunities And Threats For Louis Vuitton
Case #3
Louis Vuitton:
The environment and market description will be developed following the model of the SWOT
analysis, except for the Strengths and Weaknesses part which will not be included in this
description. To begin with, MarketLine (2015) provides an insight into both opportunities and
threats that affect Louis Vuitton's expansion strategy. Regarding the opportunities, Louis Vuitton has
been recently facing an increasing demand for luxury goods in Asia, especially in China and India;
and there is a positive outlook for the global fragrances market (MarketLine, 2015). Due to the rapid
economic growth in Asia, especially in China and India, customers now perceive a higher disposable
income which makes them potential customers for ... Show more content on Helpwriting.net ...
LV is making a big approach to this strategy trying to create a satisfactory commercial relation with
the clients they are offering a service every day more demanded by the users and also they are
learning more about their own consumers, receiving information of the user updated in real time
essential if a company want to apply the right strategy to an specific market.
Following the steps of searching, contact and shopping the consumers are more enable to understand
the identity of the brand also they feel a direct relation with the brand. Omni channel strategy is now
very common in luxury and LV keep innovating with their online and physical stores as well as the
customer relation

Case Study Of Kiko Kilano
1) INTRODUCTION
KIKO MILANO is an Italian professional makeup brand that offers the latest in contemporary
beauty products. Founded in 1997 by football player and entrepreneur Antonio Percassi, the mission
of the brand is, "To allow all women to treat themselves to the most innovative cosmetics without
having to sacrifice their budget. To give all their customers the chance to experiment in all areas of
makeup and treatments with top quality shades, packaging and formulas which are always on trend"
(KIKO MILANO, 2018e). The brand is widely available globally, having an impressive 600 points
of sale across eight European countries including Spain, Italy, France, Portugal, the U.K., Austria,
Switzerland, and Germany. In addition to its significant ... Show more content on Helpwriting.net ...
T
High Street Competitors: Kiko will have to compete with beloved makeup brands like INGLOT,
Mac, and Urban Decay which can be bought at department retailors like Brown Thomas and
Arnott's.
Low Street Competitors: KIKO will also have to compete with lower priced (albeit lower quality)
products sold at Boots and Penny's.
Increase in Labour Costs: The average hourly labour cost in Ireland for 2016 was €30.4, which is
higher than Italy (Statista, 2018). KIKO will need to pay more labour costs to enter the Irish market.
Irish Logistics: Ireland is known for difficult transport and shipping systems, which could impede
online shipments
c) STRATEGIC FIT
As shown in the Irish market trends and our SWOT analysis, Ireland is a logical next step for KIKO
to continue expansion globally. There is a gap for high–quality, low–priced cosmetics in Ireland, and
KIKO would be a one–stop shop for beauty needs at an affordable price. It can appeal to growing
beauty and fashion trends alongside a love for social media in Ireland while appealing to Irish
leanings against animal testing. While it will have to compete with existing brands in Ireland an
overcome some logistical issues, it will be able to succeed by focusing on its strengths with a digital

Luxottica Promotion Summary
Promotion
Luxottica does promote the firm but primarily to stock holders and to other companies. Luxottica
may not market to the public, the promotional activities are investor oriented and business to
business promotions. As a manufacturer, the firm Luxottica markets to other firms as a possible
outsourcing or licensing manufacturing. Luxottica business to business marketing would focus on
cost and quality of products the firm produces. While investor relations would focus on revenue,
return on investment, sustainability, and dividends
The individual brands and subsidiaries of Luxottica are going to have individual marketing
strategies. To catered to each brands unique customer bases. The brands that are owned by the firm
have a wide range ... Show more content on Helpwriting.net ...
A theme that is demonstrated across all of the marketing plans is the perception of quality and
uniqueness of the brand. LensCrafters' target market are consumers that need corrective lenses or
sunglasses. Quality is an emphasized part of the stores advertising plan. Lenscrafters is along amny
of the retails stores owned or affiliated with Luxottica. This retail stores include corporate,
franchised, and independent stores, each store will have a different advertising and promotional
plan. According the perception that the companies and brand image want to

Retailco
Introduction 3
Situation Analysis 3
Problem Statement 6
Alternatives & Evaluations 7
Recommendations 9
References 10
Introduction
Rick Wang, the managing director of RetailCo. Inc., the master franchisee for the Athlete 's Foot in
China, was an American born Chinese, who began his career as an account director at Lintas, an
international advertising agency. In 1992, he moved to Shanghai where he became the Vice
President of marketing for Shanghai Fuller Foods Ltd. By 1997, Shanghai Fuller Foods Ltd was sold
to Nestle and Wang decided to leave the company and strike it out on his own.
With the advice from an American friend at Nike, Rick Wang became acquainted with the athletic
footwear industry. Wang entered the retail and ... Show more content on Helpwriting.net ...
His second step was to negotiate with the American Franchisor on the subjects of sales territory and
royalty fees.
On the subject of sales territory Wang suggested separating the Chinese market into regions: East
China, North China and South China. Wang believed that the East China area was potentially the
most important market in China and so he decided to focus on that area first. Second consideration
would be the North China area and after these two regions were penetrated, development would then
take place on the South China area. In terms of Royalty he negotiated a good deal getting a monthly
royalty of 2.5% of net sales.
After the deal, Wang and six other colleagues underwent training at the Athlete 's Foot as to get a
better idea on how the system worked. In September 1998, when the first store was opened in East
China it was situated in a fashion center which targeted young customers between the ages of 20 and
25. Customers were also attracted to the store design and diverse name–brand products in the store.
(The store design and equipment were the same as those stores in the United States).
Every RetailCo Inc store acted in accordance with the standard global Athlete 's Foot Inc. Each store
was equipped with music, sport videos and fashionable designs that gave a pleasant atmosphere for
shopping. All employees provided the best service to the customers. The service staff, were all
trained before they began their work. The

The Revenues Of Louis Vuitton
In 2014, revenues of Louis Vuitton Moet Hennessy group was up to € 30.6 billion and employed
120000 people.
LVMH is a conglomerate holding brands that have dating long back history and that is its identity,
every brand has different designer to express its elegance and match its identity. LVHM believes in
controlling quality and distribution of its products worldwide through various channels such as
luxury malls, duty free stores at airports, individual stores, etc but the main attraction is they are
decentralized to ensure direct connection with the customers. Their chairmen in Bernard Arnault
who believes that a star brand is born when a company manages to make products that speak to the
ages yet remain intensely modern. He also believes ... Show more content on Helpwriting.net ...
It is one of the world's leading fashion houses it sells its products through lease departments in high–
end department stores, the e–commerce section of its website, and through standalone boutiques.
For seven simultaneous years (2006–2013), Louis Vuitton was named the world's most valuable
luxury brand. The brand is taken forward by Michael Burke (Chairman and CEO). It has a legendary
history and heritage. It started from making flat trunks for the kings, queens and the elite class and
now it comprises of various leather goods, ready–to–wear, shoes, accessories, jewelry and watches.
Still in this time it inculcates its founding values and quality, which add to the customer experience
found only in Louis Vuitton boutiques.
Louis Vuitton is one of the most copied brands in the fashion world due to its image as a status
symbol. Ironically, the signature Monogram Canvas was created to stop counterfeiting. In 2004,
Louis Vuitton fakes accounted for 18% of counterfeit accessories seized in the European Union.
Louis Vuitton alone generates more than half of LVMH groups operating profits.
Louis Vuitton's brand value as updated by Forbes magazine is $ 28.1 billion and it's ranking is 14th
worldwide among all brands and stands 1st among luxury brands. It is one of the most lucrative
brands in the world with profit margins approaching 40%. It celebrated its 160th anniversary in
2014. Recently Angelina Jolie, Muhammad Ali and Michael Phelps have endorsed the

Analysis Report
Abercrombie & Fitch
ANALYSIS REPORT
Fundamentals Of Retail Design
Group 03
Erik, Herr | I–Chu, Liao | Karan, Shah
Kuan–Ling, Tseng | Chen–Hua, Wang
ABSTRACT
This report intends to analyze the unique brand values, the distinct marketing strategies and the
compelling competitive dynamics of Abercrombie & Fitch (A&F), the noted American retailer of
casual luxury wear. The purpose of this analysis being to understand the context and motives that
drive brand A&F; to draw insights from it's past and current strategies and use these to launch a,
new sneaker offer' within it's existing product ensemble.
For doing this, we've researched the story of the brand; it's original and potential target market, it's
financial ... Show more content on Helpwriting.net ...
– 11.79),
A&F's P/E ratio is staggeringly higher. This is a strong sign that A&F is well positioned to thrive in
the current environment. TARGET MARKET
There are some major variables that might be used in segmenting consumer markets. Here, we look
at the major geographic, demographic, psychographic, and behavioral variables. Below, you can see
the target market of A&F.
Geographic: U.S.A, Canada, England, Spain,
Denmark, Italy, Germany, France, Hong Kong,
Singapore, Japan
Demographic: Age 15–28
Psychographic:
Personality – Extrovert, Stylish
Social class – Upper middles, Lower uppers,
Upper uppers
Behavioral:
Benefits – Show–off, being popular, being sexier
Attitude toward product – Positive, sexual attractive,
American lifestyle
Not many companies use mass marketing these days.

Instead, they practice target marketing by identifying market segments, selecting one or more of
them, and developing products and marketing mixes tailored for each. A&F is a successful brand
that targets the
A&F, Analysis Report
young generation market precisely.
Based on our survey, A&F has achieved phenomenal success by portraying a brand image that
comprises a series of very attractive imagery. Teenagers see a lot of this imagery through
advertisements; however, what influences them most is their peers (Goodman &
Dretzin, 1999). They are also known to buy into advertising/brand promises of what products may

Buckle Company Merchandise Report
Basic Information
#1
Buckle is a specialty store
The store image specializes in casual fashions; earthy, rocker, and edgy bohemian styles including:
a. Blacks, whites, greys , purples and blues
b. Chain, stud, and stone adornments
c. Intricate designs
d. lace and embroideries #2
Buckle Inc. was founded in 1948. It was formerly known as Mills Clothing Inc. and changed its
name to Buckle in April of 1991. The company's annual sales for 2010 total $898.3 million and are
up 3% from last year. The store carries their own private label – BKE, along with a wide variety of
other brands – these labels include Affliction, Hurley, Element, Roxy, Obey, Roar, Miss Me, Day
Trip, Rock Revival, Big Star, and Sinful. Buckle Inc ... Show more content on Helpwriting.net ...
Everything was very neat and all of the key items were in perfect size order – which makes
shopping for these products more enjoyable for the customer.
c) The store is set up in a manner that makes it very easy for the customer to locate denim. At the
entrance of the store there were two tables filled with denim with brand signage visible, other brands
were hung with brand signage above the area. Throughout the store the denim is merchandised
perfectly – the skinny and bootcut denim styles are easily accessible and arranged in logical order by
brand, style, and color to make shopping easy.
#8
Markdowns & Markdown Areas
A:
 We could tell just by looking at the items why they were marked down – they were all summer
styles, out of season – lighter denim washes, and tops are sleeveless tanks in a bright range of
colors.
B:
 The prices in the denim range from $79.97 to $119.97 the tops range from $17.97 to $34.97. The
items seem to be properly priced however now that the temperature seems to be dropping, I would
expect the prices on the tops especially be slashed again. Even though the denim on sale consists of
mostly lighter colors, they can still be worn year round – so they most likely will not see too many

huge markdowns for the change of weather.
C:
The Buckle location that we visited has a huge Forever 21 store to compete with about three stores
down. Buckle carries a range of premium

Consumer Perceptions of Store Brands Versus National Brands
Consumer perceptions of store brands versus national brands
Abstract
Purpose – The objective of this study is threefold. First, the authors want to use taste tests to assess
how four store brands that are differently positioned compare to one national brand in terms of
perceived brand equity. Second, the authors want to investigate whether brand equity of store versus
national brands is determined by current brand loyalty towards these brands. Third, they want to find
out whether store patronage has an influence on perceived brand equity of store versus national
brands.
Design/methodology/approach – A total of 225 consumers were involved in a repeated measures
design involving two within–subject factors: a blind and non–blind ... Show more content on
Helpwriting.net ...
With respect to the second type of research, Cotterill et al. (2000) state that surprisingly little
research has been conducted addressing the issue of the increasingly intense competitive interaction
between private labels and national brands. Most previous empirical research has focused on the
variation in market share of private label products across categories. Richardson
(1997) supports this identified gap, indicating that the question whether store brands are perceived
to be just another brand in the market has received little attention in the marketing literature over the
past three decades. Until now, hardly any study incorporates the differences in positioning objectives
of retailers and national brand manufacturers.
Nevertheless, as is true for any brand, positioning of a store brand can exert an important influence
on its

Marketing Principles Summative Brand Analysis
Brand Analysis: A case study of Urban Outfitters
Urban Outfitters is a unique, creative and cutting–edge retail brand, with more than 130 stores
operating across the United States, Canada and Europe. The label offers an eclectic mix of fashion
forward, culturally inspired lifestyle merchandise in a variety of unconventional, creative and
captivating retail environments, both in store and online, in order to provide a "lifestyle–specific
shopping experience for educated, urban–minded individual in the 18 – 30 year old range"
(URBN.com). This "upscale homeless" generation of affluent, experimental and inquisitive
University students desires a brand that offers a range of authentic, on–trend products with the
opportunity to engage in a ... Show more content on Helpwriting.net ...
In the retail environment, Urban Outfitters' marketing strategy continues to establish an emotional
bond with the customer, fulfilling their wants and desires. In store, "every element of the
environment is tailored to the aesthetic preferences of [the] target customers" (URBN 10K, 2009;
Levy & Weitz, 2012). These retail stores are typically located in large student cities, in high profile
areas such as high streets and speciality retail centres to maximise visual publicity (Davies, 1991).
URBN's website explains that "stores are often located in unconventional retail spaces", for
example, a former theatre, bank, stock exchange and the Marble Arch in London (URBN 10K,
2009). Indeed, Steve Briars, Creative Director at Urban Outfitters says that their stores are purposely
different to other brands' stores to position themselves above rival competition, but that also in their
interior design, "roughly 50%" of Urban Outfitters stores are different from each other, where the
"existing retail space is modified" to provide a unique, bespoke experience (Hackley, 2009; URBN
10K, 2009; retailweek.com, 2013). For example, upon opening, London's Marble Arch flagship
store used visual sight dimension tactics by creating a 1,000sqft square hole in its ground floor,
"providing sightlines to what is in the basement" (Bitner, 1992; retailweek.com, 2013). This can be

The Manager Store Systems And Store Support For A Company...
Rana Chowdury is the current the manager of I.T store systems and store support for a company that
has 4 different brands. The 4 brands are Hot Topic, which specializes in music and pop culture
inspired fashion including body jewelry, accessories, and music T–shirts. Torrid is all about the
fashion for Plus–Size style and trendy clothes for women. Box Lunch has apparel, gifts, gadgets, &
more that also helps provide a meal to a person in need with every purchase and finally Lovesick is
young, trendy, affordable fashion & accessories for curvy girl's sizes 10–26. Rana is a very
dedicated, hardworking individual with a lot on his plate. He is responsible for the store systems
team which entails of implementing, maintenance and updating the Point of sales in all brick and
mortar stores. He is also in charge of the I.T helpdesk for store support. This team oversees working
with the I.T aspects of new store openings, ensuring that all register computers, internet and
programs are in working use, ready for the store personnel to use. This team also provides quick
resolutions for any I.T issues and well as maintenance and updating of computer systems, programs
and hardware in all stores. Rana is a motivating individual due to his journey and dedication in
reaching the position he has today. He was born in Bangladesh and moved to the United States. He
worked as a cashier in a Kentucky Fried Chicken fast food place while putting himself through
school at

Target Case Study
Target Case Analysis
1. What benefits does Target receive from its store brands?
Target is known for their approach to the public as a retailer that offers "design and innovation" and
"value as more for less". Since more consumers are stretching their dollar by purchasing store
brands these days, Target has use an excellent marketing strategy by being one of the pioneer in its
field developing, launching and integrating more than a dozen store brands. One of its most well–
known store brand is "Up & Up" which replaced the general "Target" brand couple of years back.
The company's massive success in recent years has been attributed to their diverse store brands,
expanding from three different food brands which include "Archer Farms" ... Show more content on
Helpwriting.net ...
Ultimately being reflected in its more than $72 billion in annual sales although is one–seventh of
Wal–Mart's size, Target's number one rival.
3. What could Target do in the future to further develop strengths in store brands?
In my personal opinion, Target should continue to develop a specific portfolio that is specifically
targeted to its customer's needs and likes, while focusing on maintaining the same product quality
and variety for each store brand. Through its marketing strategy, the retailer has to assure the
consumer they are purchasing the same quality product as if they were buying a national brand at a
more affordable price; which at the end is more convenient for the consumer and does not have to
sacrifice quality. Target should also expand to the South and Northeast where there are still plenty of
attractive locations with no Target presence. This will attract more customers and consequently
strengthen its store brands.
4. What potential problems does Target face continuing its focus on store brands?
One of the issues Target could face if it continues to only focus on private label store brands and do
not promote national brands is losing a percentage of its customers. Although Target's innovative
amount of store brands on its aisles has proven successfully for the retailer and consumers have
shown a positive reception to the products, there are still a number of customers who are
accustomed to

The Consumer Of Shopper Marketing
A deep understanding to the statistics for the American consumer regarding shopper marketing is not
just about what activity is in the store but about the capacity to gain an understanding from the
influences right around the store brining in the new customers. Know your brand by grasping the
benefits and money invested that would influence shopper's decisions such as in a recession, the
non–essentials is hit the hardest. Price is the dominant power of selection but is not the only choice.
Shopper marketing is a marketing program set to approach customers inside of the brick and mortar
stores. Examples of shopper marketing which could be favorable for both manufacturers and
retailers are anything from a tear off tablet of sweepstakes to the integration in–store shopping
phone app or even the end cap aisle display. Companies make laundry detergent knows who buys
the most products, what forms they prefer, what stains they find the toughest such as Tide.
Manufacturers work together with retailers on a shared strategy. Kimberly–Clark works with Target
to design a new solution to celebrate mothers and their babies as they move from diapers to training
pants. Target was looking to increase sales of baby clothes; they started to reconsider the layout of
their stores. As a mother, I have placed a lot of weight on the transition from diapers to the right
training pants. This becomes a major transition on both the mother and child. Target had stocked
diapers and training

Marketing Plan For A Marketing Strategy

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