Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Integrated Marketing Communications/ IMC Plan for studentsManju Princy
Easy guide to MBA students
Integrated Marketing Communications.
The IMC Plan/Process.
To know the IMC process carried out to achieve the marketing objectives.
To help students to craft the IMC plan for any business.
In past few years E-commerce industries have seen ever-growing growth due to penetration of Smartphone and Indian e-commerce industry is expected to grow to US$188 Billion by 2025.
Now people with limited access to premium brand in teir-2 and tier 3 cities can easily order via E-commerce.
http://www.elitesprout.com/
The rural market may be appealing but it is not without its problems: Low per capita disposable incomes that is half the urban disposable income; large number of daily wage earners, acute dependence on the vagaries of the monsoon; seasonal consumption linked to harvests and festivals and special occasions; poor roads; power problems; and inaccessibility to conventional advertising media
by Patrícia Azevedo (Brazil) and Kyle Tsung (Taiwan)
August 2009 - UC Irvine - Grade: A+
This is my final project for ESL Marketing Program, at University of California Irvine. Our goal was present marketing concepts throught a real American Brand in a creative presentation.
Integrated Marketing Communications/ IMC Plan for studentsManju Princy
Easy guide to MBA students
Integrated Marketing Communications.
The IMC Plan/Process.
To know the IMC process carried out to achieve the marketing objectives.
To help students to craft the IMC plan for any business.
In past few years E-commerce industries have seen ever-growing growth due to penetration of Smartphone and Indian e-commerce industry is expected to grow to US$188 Billion by 2025.
Now people with limited access to premium brand in teir-2 and tier 3 cities can easily order via E-commerce.
http://www.elitesprout.com/
The rural market may be appealing but it is not without its problems: Low per capita disposable incomes that is half the urban disposable income; large number of daily wage earners, acute dependence on the vagaries of the monsoon; seasonal consumption linked to harvests and festivals and special occasions; poor roads; power problems; and inaccessibility to conventional advertising media
by Patrícia Azevedo (Brazil) and Kyle Tsung (Taiwan)
August 2009 - UC Irvine - Grade: A+
This is my final project for ESL Marketing Program, at University of California Irvine. Our goal was present marketing concepts throught a real American Brand in a creative presentation.
Las mayores ventajas en el uso de Selenne ERP para la gestión de Proyecto son las mejoras de la productividad, reducción de costes en toda la organización, solución completa de las áreas críticas, visualización Timeline, Planificador de Transacciones. Genera de forma automática, un Dossier Documental centralizado para todas las entidades del sistema. Podrá incluir todos los documentos vinculados: contratos, planos, certificaciones, comunicaciones y cualquier otro documento. Acceso desde cualquier ubicación con total seguridad. Software de Gestión de Proyectos con una completa Intranet Documental. Selenne facilita y simplifica el desarrollo de sus Presupuestos. Organice su composición con el máximo detalle, considere todas las necesidades del proyecto como materiales, servicios externos o su propio personal, reutilice áreas de otros proyectos o partes del mismo ahorrando tiempo.
After its formation, American Express (also known as Amex) skyrocketed because of its speed and reliability. Started as an express mail business, its iconic stagecoaches, driven by fearless drivers became a symbol of trust and efficiency.
Maxwell+Miller is a brand communications firm in Kalamazoo,MI. We give our clients a competitive edge by positioning them as uniquely qualified to meet their customers\' needs; then conveying that message through online and traditional media. Our customer-oriented approach has been proven successful with both consumers and business-to-business clients.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
American Express Mini Case Study
1. ne of 30 components of Dow Jones
Industrial Average
Ranked 22nd Most
Valuable Brand in the
World
Listed as one of the top 20
Most Admired Companies
in the World
Amex cards account for 24
percent of the total volume of
credit card transactions in the
US
2. It started as an express mailIt started as an express mail
business in Buffalo, New Yorkbusiness in Buffalo, New York
in 1850in 1850
3. Launched a money orderLaunched a money order
business in 1882 to expand in thbusiness in 1882 to expand in th
area of financial servicesarea of financial services
5. Issued the first charge card inIssued the first charge card in
1958, and had one-third of its1958, and had one-third of its
profit coming from charge cardprofit coming from charge card
business by 1967business by 1967
6. Finally evolving into a globalFinally evolving into a global
payments company , offeringpayments company , offering
around 109.9 million cardsaround 109.9 million cards
including consumer, smallincluding consumer, small
business and corporate cardsbusiness and corporate cards
7. But like most successfulBut like most successful
companies, the journey forcompanies, the journey for
American Express hasn’t beenAmerican Express hasn’t been
smooth eithersmooth either
8. During the 1980s, it expanded into aDuring the 1980s, it expanded into a
variety of financial categories byvariety of financial categories by
acquiring a number of companiesacquiring a number of companies
and unable to integrate them all,and unable to integrate them all,
had to ultimately divest many ofhad to ultimately divest many of
these financial holdings in the earlythese financial holdings in the early
1990s1990s
9. It was constantlyIt was constantly
subjected to fiercesubjected to fierce
competition andcompetition and
increased pressure fromincreased pressure from
Visa and MasterCardVisa and MasterCard
10. Its stock price fell 64% duringIts stock price fell 64% during
the recession of 2008 caused bythe recession of 2008 caused by
numerous problems, includingnumerous problems, including
increased default payments,increased default payments,
weaker billings, and higherweaker billings, and higher
credit lossescredit losses
11. Despite all these hurdles,Despite all these hurdles,
American Express successfullyAmerican Express successfully
maintained its elitist andmaintained its elitist and
elusive image, with its cardselusive image, with its cards
being perceived as a statusbeing perceived as a status
symbol signifying success andsymbol signifying success and
achievementachievement
12. A deeper analysis of the company’s Brand Positioning reveals
Brand Mantra
World Class Service
Personal Recognition
Points-of-Parity
Annual Fees
Used mainly for Travel and
Entertainment
Points-of-Difference
Spend-centric model
Closed-Loop Network
Values/Personality
Prestige
Trust
Global acceptability
Visual Identity
Centurion Logo
Sophisticated Design
Well-positioned as a premium company
targeting affluent customers
13. American Express hasAmerican Express has
understood the competitionunderstood the competition
that stands in front of it andthat stands in front of it and
has changed over time byhas changed over time by
providing services suited toproviding services suited to
the middle income groupsthe middle income groups
However, it still faces threateningHowever, it still faces threatening
competition in its credit and chargecompetition in its credit and charge
card businesscard business
14. The company launched a corporate adThe company launched a corporate ad
campaign during the 1990s called “Docampaign during the 1990s called “Do
More” to communicate its expansion andMore” to communicate its expansion and
integration into various businesses i.e.integration into various businesses i.e.
charge and credit cards,charge and credit cards, Traveler’sTraveler’s Cheques,Cheques,
travel services , and select banking andtravel services , and select banking and
financial servicesfinancial services
15. It adequately and profitably focused on allIt adequately and profitably focused on all
its core competencies, thus maintainingits core competencies, thus maintaining
coherency in its corporate brand, makingcoherency in its corporate brand, making
steady gains in mind and heart share of itssteady gains in mind and heart share of its
customers, and effectively communicatingcustomers, and effectively communicating
its key brand associationsits key brand associations
16. Determine competitive frames of
reference for each one of them
Identify optimal POPs and PODs
for each unit
Design a unique, memorable and
meaningful brand mantra
Employ differentiation strategies
and emotional branding
Further, to maximize the contribution to equity of all its business units,
American Express should-
17. From 2005-2007, American Express grew
beyond its core affluent consumer base , with
its newer products allowing consumers to carry
over a balance and pay only the interest
18. Coupled with “Are you a Cardmember?” marketing campaign, this strategy helped
Amex tap into newer target segments
19. Tackle competition from Visa and MasterCard and ultimately add to the overall
popularity and penetration of the brand
20. SUMMARY
ØAmerican Express is known globally for its charge cards,
travel services and financial services
ØThe Amex brand is synonymous with prestige, trust, status
symbol, success and achievement
ØIt faces the most competition in credit and charge card
business from Visa and MasterCard
ØRecently, it has expanded its consumer base from wealthy
and low-risk consumers to the middle-income groups