A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
A new global brand management strategy for Harley-DavidsonJoren Lemiegre
Â
Harley-Davidson is one of the most mythological brands in the world. Every Harley-driver has its own stories and every Harley-bike its own history. In the last decade however, Harley-Davidsonsâ core driver has become much older.
The aim of this project was to develop a new global brand strategy for Harley-Davidson to attract younger consumers. After some research it became crystal clear that Harley-Davidson is a real lovebrand and that it cannot do anything it wants. The risk of loosing loyal customers was too big. Following is the conclusion of the research:
Research shows that the new generation values authenticity and uniqueness more than ever. This is good news for Harley-Davidson which distinguishes itself from competitors with these values. Harley-Davidson has to seize this opportunity by sticking to its values by introducing modern techniques and modern design touches combined with the old elegance of Harley-Davidson. Retro design with a modern touch has never been cooler before.
Furthermore, Harley-Davidson has to stay away from categories that will harm the brand DNA and brand equity. Racing and performance motorcycles do not comply with the brand identity and cannot be introduced unless under a different brand name. The values of the target group for this kind of motorcycles will never comply with Harley-Davidsonsâ brand values.
And finally, all this, has to be done without chasing away the current Harley-buyer. This customer still has to be able to identify itself with the brand. Therefore the feeling to belong to a strong community is more important than ever. HOG is a very successful marketing programme and it has to be supported all year long.
By applying these techniques, Harley-Davidson will remain a real lovebrand with high brand equity. Harley-Davidson stands for fun, experience and happiness with a little touch of rebellion. Every Harley-rider has its own story, but everyone single one of them has the same dream: Freedom
Performed in-depth analysis on the Johnnie Walker brand to understand its current customer base and marketing strategy. We evaluated the strengths and weaknesses of the brands positioning and posed several solutions to strengthen the brand image, increase brand awareness, and enhance brand perception to create higher sustainability.
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
Cafe Coffee Day is a popular brand in India. I have been its customer for years. As part of an Online Project on Brand Identity & Strategy, I investigated the Customer & Category Insights of chain to understand the specifics about Brand positioning & Brand personality & Identities shaped
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
A new global brand management strategy for Harley-DavidsonJoren Lemiegre
Â
Harley-Davidson is one of the most mythological brands in the world. Every Harley-driver has its own stories and every Harley-bike its own history. In the last decade however, Harley-Davidsonsâ core driver has become much older.
The aim of this project was to develop a new global brand strategy for Harley-Davidson to attract younger consumers. After some research it became crystal clear that Harley-Davidson is a real lovebrand and that it cannot do anything it wants. The risk of loosing loyal customers was too big. Following is the conclusion of the research:
Research shows that the new generation values authenticity and uniqueness more than ever. This is good news for Harley-Davidson which distinguishes itself from competitors with these values. Harley-Davidson has to seize this opportunity by sticking to its values by introducing modern techniques and modern design touches combined with the old elegance of Harley-Davidson. Retro design with a modern touch has never been cooler before.
Furthermore, Harley-Davidson has to stay away from categories that will harm the brand DNA and brand equity. Racing and performance motorcycles do not comply with the brand identity and cannot be introduced unless under a different brand name. The values of the target group for this kind of motorcycles will never comply with Harley-Davidsonsâ brand values.
And finally, all this, has to be done without chasing away the current Harley-buyer. This customer still has to be able to identify itself with the brand. Therefore the feeling to belong to a strong community is more important than ever. HOG is a very successful marketing programme and it has to be supported all year long.
By applying these techniques, Harley-Davidson will remain a real lovebrand with high brand equity. Harley-Davidson stands for fun, experience and happiness with a little touch of rebellion. Every Harley-rider has its own story, but everyone single one of them has the same dream: Freedom
Performed in-depth analysis on the Johnnie Walker brand to understand its current customer base and marketing strategy. We evaluated the strengths and weaknesses of the brands positioning and posed several solutions to strengthen the brand image, increase brand awareness, and enhance brand perception to create higher sustainability.
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
Cafe Coffee Day is a popular brand in India. I have been its customer for years. As part of an Online Project on Brand Identity & Strategy, I investigated the Customer & Category Insights of chain to understand the specifics about Brand positioning & Brand personality & Identities shaped
This is the award winning ad campaign for Asahi Beer, created in 2008 by a group of Chapman University students. Our team, Output Advertising, won the Chapman University Advertising Campaign of the Year award in 2009 for this strategic campaign.
Foundations for creating strong brands. This presentation focuses on gourmet brands.
Presented on October 16, 2014, to New York University Steinhardt School of Culture, Education and Human Development.
We can learn how the define our competitive market and the good point of putting the right positioning. Don't forget to spend time for analyze your competitor. Happy Learning!
Merar.com - Investment opportunity for beverages in south africamerarinvestment
Â
A unique investment opportunity on MERAR.COM for healthy energy drink for sports lovers & health conscious people is ready to be launched by well-known group of people in South Africa. All ground work is completed, market testing, product development, design, flavours, packaging, bottling etc. Now groups needs marketing and launch budget. World renowned apparel is on board.
Red Bull has the world's best marketing campaigns, this is a humble effort to evolve a creative campaign in India which would reach out to its targeted customers in a way that this event becomes a memorable happening for many. Thus creating our customers, into a fan base.
Flare Fragrances - Harvard Business Case by Priyanka Samtani, Seneca CollegePriyanka Samtani
Â
This is an assignment that we did for the course Strategic Marketing Management. Savvy is a new fragrance that a company called Flare Fragrances is about to launch, and this presentation describes the best target audience, positioning and branding for the new product.
Note: Every decision is based for the year 2008, because that's when the case is dated.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Â
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
The key differences between the MDR and IVDR in the EUAllensmith572606
Â
In the European Union (EU), two significant regulations have been introduced to enhance the safety and effectiveness of medical devices â the In Vitro Diagnostic Regulation (IVDR) and the Medical Device Regulation (MDR).
https://mavenprofserv.com/comparison-and-highlighting-of-the-key-differences-between-the-mdr-and-ivdr-in-the-eu/
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
Â
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Â
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
đ˘ Email Access
đ˘ Bank Added
đ˘ Card Verified
đ˘ Full SSN Provided
đ˘ Phone Number Access
đ˘ Driving License Copy
đ˘ Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1âŞ(218) 203-5951âŹ
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Â
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Business Valuation Principles for EntrepreneursBen Wann
Â
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Â
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
Â
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Putting the SPARK into Virtual Training.pptxCynthia Clay
Â
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
Â
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Â
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.đ¤Ż
We will dig deeper into:
1. How to capture video testimonials that convert from your audience đĽ
2. How to leverage your testimonials to boost your sales đ˛
3. How you can capture more CRM data to understand your audience better through video testimonials. đ
2. Carol Cheong Ray Johnson Chris Mahar Marcela Mendez Andrea Salas ABSOLUT VODKA BRAND AUDIT
3.
4.
5.
6.
7.
8. Within the spirit category We have Top of Mind Awareness! Within the vodka category  SALIENCE IMAGERY PERFORMANCE FEELINGS JUDGEMENTS RESONANCE Â
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23. Absolut Consumer Loyalty Acceptors (10%) â I drink Absolut but just occasionally â Adorers (30%) â Absolut is almost the only brand that I consumeâ Adopters (45%) â Absolut is one of my favourites along with othersâ Availables (13%) â I donât know much about Absolut â
24.
25.
26.
27.
28. 1. Maintain, ad campaign, logo, bottle, PODs Classy Sophisticated
29.
30.
31.
32.
33.
34.
35.
36.
37. 5. Visibility of Price, Flavours, and Slogan using Retailers Liquorland Flyer In-Store Display Pub/Club Display $39.50 $39.50 $21.50 $39.50
38.
39.
Editor's Notes
Over 100 years ago, in 1879 Lars Olsson Smith introduced his masterpiece, Absolut Vodka. ABSOLUT VODKA is produced from winter wheat, a hardy wheat grain that gives ABSOLUT VODKA its smooth grain character. Every year approximately 80,000 tons are used to produce ABSOLUT VODKA. Over one kilo (two pounds) of grain is used for every one-liter bottle. ABSOLUT VODKA uses a unique process called continuous distillation, introduced in the nineteenth century by âThe Vodka Kingâ, Lars Olsson Smith. ABSOLUT VODKA is distilled hundreds of times until all impurities have been removed.
Wine, beer and vodka are the winners! The first graphs shows what people drink, therefore in our sample there are 95% of vodka consumers, 92% of beer consumer and 95% of wine consumer. At the same time we can see in the second graphs that vodka share usage consumption with beer consumer (81%) and Wine(89%). This is a important finding because we know who our competitors are outside of vodka category. The implications is that we need to enhance usage occasion within actual consumer taking sales from beer. Later we will have more support to this initiative.
About the breath of the awareness. We find that our consumer drink vodka mainly in nihgt club and pub this are 58% of the cases, while the following ocassions are drink at home and in BBQ with 13% each. That´s mean that we should encourage consumption in this last ocassions. Also just a few drinking straight, 27% of the sample prefer mixed with lemonade and 20% with Orange drinks. Then âŚâŚletâs give an already mixed drink!
We have good depth of brand salience, the brand name and the logo are working!!! First the brand name people like it (97%), itâs consider classy, easy to remember, and original and unique. And it was recognized in the 91% of the cases!!! Itâs and important Point of Difference soâŚ..letâs not change the name neither the logo!
What about the bottle??? Consumer love it!!! 93% of the sample can recognized it even if we take the name away. It has strong association as unique, different, original and stylish. It represent a strong POD. Letâs keep the bottle, any update must be minor in the whole bottle design. I have doubt about put enhance design bottlesâŚ..
Consumer recognize the slogan but because the name Absolut in in there, itâs not recalled (I need to understand this!!) The percentages are high but not as much as other brand elements have Then, increase the recall, recognition and awareness as a way of increase the familiarity. And maintain the characteristic sophistication.
Within free associtaion we find that our ocnsumer think in absolut as: the bottle, Flovours and advertising. While Smirnoff is percieved as Smirnoff ice, cheap and Red. To decrease these POD we will need to compite with Smirnoff iceâŚ..also we have to develop the idea of absolut as a drink with style but affordableâŚâŚand about the colourâŚwe are right letâs smirnoff be red, absolut is blue!
About personality we can said Absolut is perceived as it wantsâŚ..is exciting, reliable and sophisticatedâŚ..not at all tough which is perfect. Sincere?
25% can be classified as promoters of Absolut vodka in recommending to their friends (those scoring 9 and 10 in the scale), 38% as passives, and 33% as detractors. This means that 30% of the adorers of Absolut have a likelihood of recommend the brand 9 out of 10, the adopters of the brands that represent a 45% have a likelihood of recommend the brand of 8 out of 10, and so on. Therefore adorers score was 9, adopters 8 and acceptors 7 which are all very high. This means the brand is in the right track. more commitment and loyalty create more possibilities of recommendation Recomm. Enhance brand loyalty and maintain relationship within those consumer that are today loyal Enhance brand image and maintain relationship within vodka consumers.
Smirnoff and Absolut have a very similar behaviour regarding the loyal consumers of the brand Absolut adopters and adorers represent 75% of the total consumers, while Smirnoff has 72%. Absolut is clearly strong between women than men, the high numbers of adorers and adopters that Absolut have in the women group is 82% where the Adorers represent 43%! Within the men Absolut just have 12% of adorers which is half of what Smirnoff have 12%. Both brands, Smirnoff and Absolut are stronger within the female consumers than male consumer, and both brands have a large base of adopters: Women; Absolut 39% and Smirnoff 43%. Men; Absolut 53% and Smirnoff 42% Recomm. enhancing brand image and performance of the brand in order to increase loyalty between adopters and acceptors (potential of 83% brand switching cobvert them into Absolut adorers) enhancing brand image and performance of the brand between men in order to increase consumption and loyalty between adopters, and acceptors. Create relationship campaign within Women Adorers in order to capitalize their loyalty.
Absolut is confronting the same problems as other market-leading brands like Coca-Cola, in that everybody knows who they are, but what are they known for; particularly in the male segment of the target market? Across the responses from the survey, we discovered a gap between the fondness, connection and affiliation for the brand between the genders. We thought that a new advertising campaign that appealed more to men or a separate campaign would be detrimental to overall brand equity. Itâs not a male or female brand. Itâs attractive to and connects with both genders, we just need to tweak the communication to our target market in order to achieve continual top-of-mind brand awareness across a range of social situations. In order to achieve continual top-of-mind brand awareness, we decided that it would more advantageous to complement the advertising campaign by leveraging secondary associations with clever: -celebrity endorsements, and -product placements in movies and television, that align with the Absolut brand ( smart, stylish, creative and witty brand attributes). For example: -Having George Clooney (highly recognised as a stylish man; appealing to both genders) drinking Absolut and used in magazine interviews and reviews. -Place the product in prominent places in movies such as Oceans 11 (aligning with the sophisticated, stylish and innovative brand attributes).
Additional to the provision of a range of Absolut promotional cues to increase continual top-of-mind awareness, we recommend that Absolut leverage secondary associations of connecting the attributes of: -prestige, -sophistication, -tradition, -innovation, and -fun at a party; in a way that is more appealing to men by sponsoring and holding âmarquee eventsâ such as the Melbourne Cup, and the Sydney to Hobart Yacht race. These secondary associations will link-in and resonate positively with the brand attrubutes, as well as, creative a typical Absolut celebratory environment. Melbourne Cup Carnival & Absolute Cut [Iâm assuming that the information about Absolut Cut will be discussed prior to this.] As discussed earlier, in order to c apitalise on the popularity of Absolut Flavours and to reach new markets, we recommended the brand extension and re-launch of Absolut Cut. The re-launch will occur with the sponsorship of a race during the Melbourne Cup carnival, and also the âfashions of the fieldâ event traditionally held during the races. As the Melbourne Cup carnival is an international event, the additional free press coverage for the re-launch will be a significant benefit to the brand. Absolut will have a large marquee at the Melbourne Cup carnival, filled with Absolut (of course) and great times for VIPs, invited guests (from the website), and brand conscious Opinion Leaders. Absolut City Absolut is a global brand. Absolut have brought out limited editions of flavoured varieties of their vodka that celebrate spirited (pun intended) cities where the residents enjoy their spirits. The first one, introduced in July 2007, was named Absolut New Orleans. To tie the brand to a local presence we recommend the extension of this marketing scheme onto Australian shores. Absolut donates some of the profits from these limited versions of flavoured vodka to charities in those cities and we suggest that they continue this good will gesture. Integrated marketing and communications for Absolut City: During the Melbourne Cup carnival but after the relaunch of Absolut Cut; Absolut will announce the extension of the Absolut City program. Consumers will be asked to visit the Absolut web site to vote on which city will be next to get its own Absolut flavor, in summer 2009. The winning city will be announced at the start of the Sydney to Hobart yacht race. The final factor will be for our target market to help in the creation of a âflavourâ reminiscent of the city. For example: Absolut BROOKLYN (City limited edition; red apple and ginger flavour. Launched in May 2010.
Can we make a flashy business card with that info? If not, ok- but it would look great!
Marketing Integration Relationship Marketing and Technology Create direct marketing campaigns in nightclubs and pubs (already discussed). The brief to the agency will be to create our social networking websites will appeal to all target groups and to stress the quality aspect. The websites also have to follow our overall communications platform. The latest online tracking has shown that people who have visited our website have a stronger relationship with the brand compared to non-visitors in the target group, so we believe that absolut.com gives the consumer a creative experience as well as information on the Absolut brand. Integration of Activities We will connect with our brand Opinion Leaders by holding teaser events and serving the latest Absolut flavours, including testing the yet to be launched Absolut Cut. This will further connect and build a relationship with our consumers. Why? We want vodka to be the drink of choice at any celebration, event or occasion. Invite Opinion Leaders, local celebrities, and a sample of consumers from our website database to the Launch of CUT at the Absolut Marquee at the Melbourne Cup.