The document discusses culture and cultural dimensions, focusing on Chinese and Arab culture. It examines Hofstede's cultural dimensions model and how it applies to these cultures. Specific aspects covered include power distance, uncertainty avoidance, and long-term orientation. Examples are given of marketing efforts like Coca-Cola and McDonald's ads tailored for the Chinese and Arab markets. Challenges are noted, such as an offensive McDonald's commercial in China that was withdrawn. The importance of understanding cultural differences when conducting business internationally is emphasized.
The document summarizes Red Bull's integrated marketing communications strategy. It discusses Red Bull's use of traditional advertising focusing on repetition of messages and dramatization. It also discusses Red Bull's sales promotions including an art competition and promotions using models. Red Bull holds various extreme sports events and air races to associate their brand with adventure and promote through experiences. Social media and online marketing, product sampling, delivery vehicles, and public relations are also part of Red Bull's strategy to market primarily to youth.
Selling luxury goods requires projecting tangible and intangible attributes to satisfy customers and provide value. Luxury brands offer high intangible utility relative to price with indulgent and non-essential products. Positioning is creating the brand's essence in customers' minds through its functional and non-functional attributes. Marketing luxury goods involves targeting different segments, from those seeing luxury as indulgence to those viewing it as necessary. The global luxury market is growing, with countries showing varying levels of demand.
This document discusses luxury good marketing. It defines luxury goods as products that are not necessary but make life more pleasant and are often bought by individuals with high disposable income. Luxury brands' core competencies include creativity, exclusivity, and craftsmanship which provide psychological benefits like esteem and prestige to owners. The document then compares the luxury sector to other industries and outlines frameworks and the 8Ps of luxury branding, including factors like performance, pedigree, placement, pricing, and maintaining exclusivity.
10 French startups disrupting the way you experience fashion online Liam Boogar-Azoulay
It may sound like a stretch to say that French people are the reference for fashion. But as we say, “il n’y a pas de fumée sans feu” (there’s no smoke without fire).
In addition to having a very prolific fashion sense, the French are also very creative when it comes to the shopping experience. The landscape of French fashion startups is flourishing those days: 6 of the 10 companies presented in this article closed a round last spring/summer season and the results of their investments are released now. Let’s open the catwalk: http://wp.me/p2OgMk-65W
Christian Louboutin is known for his trademark red-soled shoes. He began incorporating a red sole in 1992 to give his shoes more energy. His designs include various styles of high-heeled shoes, boots, and handbags. Louboutin has boutiques worldwide, located in major cities across Europe, North America, Asia, Australia, and South America. He maintains an online presence through multiple websites and social media platforms. Louboutin is known for fighting against fake versions of his shoes. Luxury surveys have consistently ranked Louboutin as the top luxury women's shoe brand.
Chloé is a French fashion house founded in 1952 in Paris. It is known for its "ready-to-wear" and "resort" styles. The company's founder, Gaby Aghion, coined the term "prêt-à-porter" meaning ready-to-wear. In 1997, Stella McCartney became the creative director and brought a new romantic feel while maintaining the vintage style. Chloé targets females aged 25-45 and has different collections like ready-to-wear, accessories, children's wear, and its popular fragrance line.
This document provides a digital marketing strategy for Michael Kors. It allocates daily and monthly budgets across social media, internet, and television advertisements. The target audience is identified as 20-40 year old working women interested in high fashion at affordable prices. The goals are to increase sales by 15% or sell 500,000 products in 6 months. Purses will be a focus since they are top revenue generators. Advertising will take place on Instagram, Facebook, Twitter, the MK blog, magazines, and commercials. Success will be measured using Klout scores to gauge online influence on potential buyers.
This document discusses maverick marketing approaches and provides examples of campaigns for Rexona deodorant, Pond's skincare products, and Dove Cream Bar. It advocates thinking big with marketing ideas and acting even bigger through courage and imagination. Examples of unconventional campaigns that broke norms include using music to market Rexona instead of the usual problem-solution approach, large billboards for Pond's that gained publicity, and a PR campaign for Dove Cream Bar that inspired Filipina women. The document promotes using maverick marketing approaches for nation-building and helping leaders win elections.
The document summarizes Red Bull's integrated marketing communications strategy. It discusses Red Bull's use of traditional advertising focusing on repetition of messages and dramatization. It also discusses Red Bull's sales promotions including an art competition and promotions using models. Red Bull holds various extreme sports events and air races to associate their brand with adventure and promote through experiences. Social media and online marketing, product sampling, delivery vehicles, and public relations are also part of Red Bull's strategy to market primarily to youth.
Selling luxury goods requires projecting tangible and intangible attributes to satisfy customers and provide value. Luxury brands offer high intangible utility relative to price with indulgent and non-essential products. Positioning is creating the brand's essence in customers' minds through its functional and non-functional attributes. Marketing luxury goods involves targeting different segments, from those seeing luxury as indulgence to those viewing it as necessary. The global luxury market is growing, with countries showing varying levels of demand.
This document discusses luxury good marketing. It defines luxury goods as products that are not necessary but make life more pleasant and are often bought by individuals with high disposable income. Luxury brands' core competencies include creativity, exclusivity, and craftsmanship which provide psychological benefits like esteem and prestige to owners. The document then compares the luxury sector to other industries and outlines frameworks and the 8Ps of luxury branding, including factors like performance, pedigree, placement, pricing, and maintaining exclusivity.
10 French startups disrupting the way you experience fashion online Liam Boogar-Azoulay
It may sound like a stretch to say that French people are the reference for fashion. But as we say, “il n’y a pas de fumée sans feu” (there’s no smoke without fire).
In addition to having a very prolific fashion sense, the French are also very creative when it comes to the shopping experience. The landscape of French fashion startups is flourishing those days: 6 of the 10 companies presented in this article closed a round last spring/summer season and the results of their investments are released now. Let’s open the catwalk: http://wp.me/p2OgMk-65W
Christian Louboutin is known for his trademark red-soled shoes. He began incorporating a red sole in 1992 to give his shoes more energy. His designs include various styles of high-heeled shoes, boots, and handbags. Louboutin has boutiques worldwide, located in major cities across Europe, North America, Asia, Australia, and South America. He maintains an online presence through multiple websites and social media platforms. Louboutin is known for fighting against fake versions of his shoes. Luxury surveys have consistently ranked Louboutin as the top luxury women's shoe brand.
Chloé is a French fashion house founded in 1952 in Paris. It is known for its "ready-to-wear" and "resort" styles. The company's founder, Gaby Aghion, coined the term "prêt-à-porter" meaning ready-to-wear. In 1997, Stella McCartney became the creative director and brought a new romantic feel while maintaining the vintage style. Chloé targets females aged 25-45 and has different collections like ready-to-wear, accessories, children's wear, and its popular fragrance line.
This document provides a digital marketing strategy for Michael Kors. It allocates daily and monthly budgets across social media, internet, and television advertisements. The target audience is identified as 20-40 year old working women interested in high fashion at affordable prices. The goals are to increase sales by 15% or sell 500,000 products in 6 months. Purses will be a focus since they are top revenue generators. Advertising will take place on Instagram, Facebook, Twitter, the MK blog, magazines, and commercials. Success will be measured using Klout scores to gauge online influence on potential buyers.
This document discusses maverick marketing approaches and provides examples of campaigns for Rexona deodorant, Pond's skincare products, and Dove Cream Bar. It advocates thinking big with marketing ideas and acting even bigger through courage and imagination. Examples of unconventional campaigns that broke norms include using music to market Rexona instead of the usual problem-solution approach, large billboards for Pond's that gained publicity, and a PR campaign for Dove Cream Bar that inspired Filipina women. The document promotes using maverick marketing approaches for nation-building and helping leaders win elections.
Why do you want culture driving your sports brand 05.10.13Josh Muirhead
Being remembered isn't easy – but it’s critical in the highly competitive world of sports
… and it’s the only way to become remarkable
This deck gives you four concepts to embrace culture within your organization, focusing on the sports industry.
Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.
Packaged as the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.
Jimmy Choo is a luxury accessories brand founded in 1996 by Jimmy Choo and his niece Sandra Choi. It was among the first luxury brands to bring shoes and handbags to Hollywood premieres, where it gained popularity. The brand expanded internationally through new store openings and is known for women's shoes, handbags, and accessories. It aims to continue growing its global presence and maintain its status as a premier luxury brand.
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
Victoria's Secret is a successful women's lingerie and beauty retailer founded in 1979 in San Francisco. [1] It promotes its brand through extensive advertising and its annual fashion show featuring famous models and celebrities. [2] Victoria's Secret recruits supermodels each year to represent the brand and be icons in the lingerie sector. [3] Currently, Victoria's Secret has over 1,000 stores in the United States and continues innovating with new concepts and expanding its product lines.
This document describes a 5-day luxury brand management and product design course taking place from June 6-10, 2011 in São Paulo, Brazil. The course will be taught by Dr. Pascal Portanier and cover topics such as luxury brand analysis, product development, packaging, displays, advertising, and website design. Students will undertake a group project for a luxury brand involving designing a new product and marketing strategy. The course aims to provide an in-depth understanding of the luxury industry through analysis of 600 slides and a hands-on project experience.
This exhibition at the Palais de Tokyo in Paris from September to November 2012 celebrates the 60th anniversary of the fashion house Chloé. It features over 70 garments and accessories from Chloé's history under its nine creative directors. The exhibition aims to showcase Chloé's vision of modern femininity and redefine perceptions of the brand which are often seen as bohemian. It accompanies the re-release of 16 iconic pieces from the archive in celebration of the anniversary. The exhibition space was designed by curator Judith Clark to reflect Chloé's core themes through displays of the featured garments and accompanying photographs.
Gucci promotes its products through various mediums including internet, celebrity endorsements, corporate social responsibility initiatives, print advertising, and television commercials. Specifically, Gucci has found success using its Facebook page to share photos and videos of fashion shows and new designs. However, its Facebook efforts could be improved to attract more potential customers and educate the public about Gucci's fashion concepts. Gucci also partners with famous celebrities and models in its advertising campaigns.
1) Christian Louboutin is a famous French shoe designer known for his signature red-soled heels. He was inspired to design shoes from a young age after watching dancers in Paris.
2) Louboutin launched his first store in Paris in 1992 and is now a global luxury brand. A key part of his success was developing the "Simple" classic heel collection.
3) Louboutin pioneered the use of a red sole, which became synonymous with his brand and helped drive its success and recognition as a leader in the luxury footwear industry.
The document appears to be notes from a meeting or discussion. It includes topics like the history of the fireworks industry in India, references to companies like HCL and Dabur, and questions about things like IRCTC transactions and Liverpool Football Club. The notes touch on a variety of business and current affairs topics but do not provide much context on their own.
This document discusses luxury marketing and luxury consumers. It defines luxury as goods that are desired but not needed. There are 4 types of luxury consumers identified: X-fluents who spend the most, Cocooners who focus on home luxuries, Butterflies who are reconnecting socially, and Aspirers who are brand-focused. New luxury is defined by the experience and feelings a product provides rather than ownership. Emotions like care, connection, questing, and individual style influence luxury purchases. Branding and quality are still important to luxury consumers who want value from high-priced items.
This paper is focused on Packaging; one of the relatively long-term component in the many tools of shopper marketing. The more interesting observation is that it is right at the center of brand’s consumer proposition and brand’s shopper proposition – therefore an essential component in communication mix. A good packaging design not just motivates shoppers to choose, but it also builds brand equity and supports what is advertised.
A piece I wrote for a talk on The New Culture of Luxury. Exploring how modern brands, platforms, and ideas are influencing the fashion and luxury category.
This document discusses global beauty trends and how perceptions of beauty have changed over time and varied across cultures. It describes how 19th century industrialization and globalization led to a more homogenized Western standard of beauty being promoted worldwide through mass production of beauty products and media like film. However, local traditions and ideals of beauty have persisted in places. The document provides examples of different beauty standards and practices in cultures like Iran, Southeast Asia, West Africa, Brazil, Korea, Europe, New Zealand, China, and Burma.
This document provides an environmental analysis for the potential opening of a Victoria's Secret store in the Albany Mega Centre on the North Shore of Auckland, New Zealand. It analyzes sociocultural, demographic, economic, technological, political, legal, and industry factors. Key points include: the North Shore population is growing with 47,556 females aged 15-44, the target market; incomes are higher than the national average; nearly half the population has post-secondary education; and the regional economy is growing with low interest rates and increasing retail sales. Technology such as online shopping and social media can effectively reach customers. Overall the analysis finds the North Shore market attractive for Victoria's Secret.
Ports Presentation (Business in China Class)Mirza Boric
Ports is a luxury fashion brand founded in 1961 that specializes in ready-to-wear accessories. It was successful entering the Chinese market by introducing western fashion and supporting local media. The brand expanded globally over decades under various owners. Ports faced critiques for high prices but adapted by establishing lower-priced lines and a VIP program, while educating consumers and ensuring quality manufacturing in China.
Plan UK ran an interactive outdoor ad campaign in London using facial recognition technology to show different ad content to men and women. The ad aimed to highlight the lack of choices available to women and girls in developing countries.
Coca-Cola launched an interactive digital billboard in Sydney that allowed people to text a friend's name to have it displayed. People could also share the moment on social media.
McDonald's France let people get their photo taken and inserted into a digital poster as part of an interactive campaign promoting inclusion and welcoming customers from all backgrounds.
Coca-Cola in Argentina created paper tweets to bring Twitter to life and support the national football team in the Copa America tournament.
The
Plan UK ran an interactive outdoor ad campaign in London using facial recognition technology to show different ad content to men and women. The ad aimed to highlight the lack of choices available to women and girls in developing countries.
Coca-Cola launched an interactive digital billboard in Sydney that allowed passersby to text a friend's name to have it displayed. People could also share the moment on social media.
McDonald's France gave participants the chance to have their photo taken and inserted into a digital poster as part of an interactive campaign promoting inclusion and diversity.
Coca-Cola in Argentina created paper tweets to bring Twitter to life and support the national football team in the Copa America tournament.
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
The document discusses Coca-Cola's history and current marketing strategies. It describes how Coca-Cola was invented in 1886 and how the company has expanded globally. It then summarizes some of Coca-Cola's recent marketing campaigns, including the Happiness Machine from 2010, the Hug Me vending machine from 2012, the Small World Machine from 2013, the A Step From Zero dance campaign from 2011-2012, and the Share a Coke campaign from 2013 which printed popular names on bottles. The document shows how Coca-Cola uses innovative experiential marketing and cultural strategies to promote its brands.
This document discusses trends and counter trends that influence marketing. It defines megatrends as large, slow-forming changes like population aging or immigration that influence activities for decades. Trends are more individual and appeal to personal identity. Examples of megatrends given are aging populations, assimilation, and redefining family structures. The document then discusses behavioral megatrends like increased connectivity and individualism. It provides examples of trends in areas like travel, reviews, and luxury goods. The document concludes with tips for marketers to stay aware of trends through various online sources and to focus marketing on consumer needs.
Why do you want culture driving your sports brand 05.10.13Josh Muirhead
Being remembered isn't easy – but it’s critical in the highly competitive world of sports
… and it’s the only way to become remarkable
This deck gives you four concepts to embrace culture within your organization, focusing on the sports industry.
Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.
Packaged as the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.
Jimmy Choo is a luxury accessories brand founded in 1996 by Jimmy Choo and his niece Sandra Choi. It was among the first luxury brands to bring shoes and handbags to Hollywood premieres, where it gained popularity. The brand expanded internationally through new store openings and is known for women's shoes, handbags, and accessories. It aims to continue growing its global presence and maintain its status as a premier luxury brand.
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
Victoria's Secret is a successful women's lingerie and beauty retailer founded in 1979 in San Francisco. [1] It promotes its brand through extensive advertising and its annual fashion show featuring famous models and celebrities. [2] Victoria's Secret recruits supermodels each year to represent the brand and be icons in the lingerie sector. [3] Currently, Victoria's Secret has over 1,000 stores in the United States and continues innovating with new concepts and expanding its product lines.
This document describes a 5-day luxury brand management and product design course taking place from June 6-10, 2011 in São Paulo, Brazil. The course will be taught by Dr. Pascal Portanier and cover topics such as luxury brand analysis, product development, packaging, displays, advertising, and website design. Students will undertake a group project for a luxury brand involving designing a new product and marketing strategy. The course aims to provide an in-depth understanding of the luxury industry through analysis of 600 slides and a hands-on project experience.
This exhibition at the Palais de Tokyo in Paris from September to November 2012 celebrates the 60th anniversary of the fashion house Chloé. It features over 70 garments and accessories from Chloé's history under its nine creative directors. The exhibition aims to showcase Chloé's vision of modern femininity and redefine perceptions of the brand which are often seen as bohemian. It accompanies the re-release of 16 iconic pieces from the archive in celebration of the anniversary. The exhibition space was designed by curator Judith Clark to reflect Chloé's core themes through displays of the featured garments and accompanying photographs.
Gucci promotes its products through various mediums including internet, celebrity endorsements, corporate social responsibility initiatives, print advertising, and television commercials. Specifically, Gucci has found success using its Facebook page to share photos and videos of fashion shows and new designs. However, its Facebook efforts could be improved to attract more potential customers and educate the public about Gucci's fashion concepts. Gucci also partners with famous celebrities and models in its advertising campaigns.
1) Christian Louboutin is a famous French shoe designer known for his signature red-soled heels. He was inspired to design shoes from a young age after watching dancers in Paris.
2) Louboutin launched his first store in Paris in 1992 and is now a global luxury brand. A key part of his success was developing the "Simple" classic heel collection.
3) Louboutin pioneered the use of a red sole, which became synonymous with his brand and helped drive its success and recognition as a leader in the luxury footwear industry.
The document appears to be notes from a meeting or discussion. It includes topics like the history of the fireworks industry in India, references to companies like HCL and Dabur, and questions about things like IRCTC transactions and Liverpool Football Club. The notes touch on a variety of business and current affairs topics but do not provide much context on their own.
This document discusses luxury marketing and luxury consumers. It defines luxury as goods that are desired but not needed. There are 4 types of luxury consumers identified: X-fluents who spend the most, Cocooners who focus on home luxuries, Butterflies who are reconnecting socially, and Aspirers who are brand-focused. New luxury is defined by the experience and feelings a product provides rather than ownership. Emotions like care, connection, questing, and individual style influence luxury purchases. Branding and quality are still important to luxury consumers who want value from high-priced items.
This paper is focused on Packaging; one of the relatively long-term component in the many tools of shopper marketing. The more interesting observation is that it is right at the center of brand’s consumer proposition and brand’s shopper proposition – therefore an essential component in communication mix. A good packaging design not just motivates shoppers to choose, but it also builds brand equity and supports what is advertised.
A piece I wrote for a talk on The New Culture of Luxury. Exploring how modern brands, platforms, and ideas are influencing the fashion and luxury category.
This document discusses global beauty trends and how perceptions of beauty have changed over time and varied across cultures. It describes how 19th century industrialization and globalization led to a more homogenized Western standard of beauty being promoted worldwide through mass production of beauty products and media like film. However, local traditions and ideals of beauty have persisted in places. The document provides examples of different beauty standards and practices in cultures like Iran, Southeast Asia, West Africa, Brazil, Korea, Europe, New Zealand, China, and Burma.
This document provides an environmental analysis for the potential opening of a Victoria's Secret store in the Albany Mega Centre on the North Shore of Auckland, New Zealand. It analyzes sociocultural, demographic, economic, technological, political, legal, and industry factors. Key points include: the North Shore population is growing with 47,556 females aged 15-44, the target market; incomes are higher than the national average; nearly half the population has post-secondary education; and the regional economy is growing with low interest rates and increasing retail sales. Technology such as online shopping and social media can effectively reach customers. Overall the analysis finds the North Shore market attractive for Victoria's Secret.
Ports Presentation (Business in China Class)Mirza Boric
Ports is a luxury fashion brand founded in 1961 that specializes in ready-to-wear accessories. It was successful entering the Chinese market by introducing western fashion and supporting local media. The brand expanded globally over decades under various owners. Ports faced critiques for high prices but adapted by establishing lower-priced lines and a VIP program, while educating consumers and ensuring quality manufacturing in China.
Plan UK ran an interactive outdoor ad campaign in London using facial recognition technology to show different ad content to men and women. The ad aimed to highlight the lack of choices available to women and girls in developing countries.
Coca-Cola launched an interactive digital billboard in Sydney that allowed people to text a friend's name to have it displayed. People could also share the moment on social media.
McDonald's France let people get their photo taken and inserted into a digital poster as part of an interactive campaign promoting inclusion and welcoming customers from all backgrounds.
Coca-Cola in Argentina created paper tweets to bring Twitter to life and support the national football team in the Copa America tournament.
The
Plan UK ran an interactive outdoor ad campaign in London using facial recognition technology to show different ad content to men and women. The ad aimed to highlight the lack of choices available to women and girls in developing countries.
Coca-Cola launched an interactive digital billboard in Sydney that allowed passersby to text a friend's name to have it displayed. People could also share the moment on social media.
McDonald's France gave participants the chance to have their photo taken and inserted into a digital poster as part of an interactive campaign promoting inclusion and diversity.
Coca-Cola in Argentina created paper tweets to bring Twitter to life and support the national football team in the Copa America tournament.
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
The document discusses Coca-Cola's history and current marketing strategies. It describes how Coca-Cola was invented in 1886 and how the company has expanded globally. It then summarizes some of Coca-Cola's recent marketing campaigns, including the Happiness Machine from 2010, the Hug Me vending machine from 2012, the Small World Machine from 2013, the A Step From Zero dance campaign from 2011-2012, and the Share a Coke campaign from 2013 which printed popular names on bottles. The document shows how Coca-Cola uses innovative experiential marketing and cultural strategies to promote its brands.
This document discusses trends and counter trends that influence marketing. It defines megatrends as large, slow-forming changes like population aging or immigration that influence activities for decades. Trends are more individual and appeal to personal identity. Examples of megatrends given are aging populations, assimilation, and redefining family structures. The document then discusses behavioral megatrends like increased connectivity and individualism. It provides examples of trends in areas like travel, reviews, and luxury goods. The document concludes with tips for marketers to stay aware of trends through various online sources and to focus marketing on consumer needs.
Mega Trends & Counter Trends: Create Marketing Plans with Lasting Impact
(1) Define and describe mega trends and counter trends that influence markets.
(2) Understand how today’s trends affect how markets respond to messaging.
This document discusses and analyzes the portrayal of Latinas in various advertisements over time. It notes that historically, Latinas have often been depicted in ads for lower-end products focused on family needs, using attractive celebrities displaying drama, sex appeal and traditional gender roles. While some modern ads still rely on these tropes, others from Latino organizations aim to broaden representation. The document questions whether advertising has truly changed in how it targets Latinas or still relies on stereotypes. It concludes by asking for views on how Latinas should be depicted in ads and any other issues with current portrayals.
Red Bull was founded in Thailand by Chaleo Yoovidhya and Dietrich Mateschitz in 1987. It has since expanded to offer numerous drink variants and uses non-traditional advertising strategies like sponsoring extreme sports events. Red Bull organizes over 20 worldwide events in sports like air racing, motocross, and stunt performances to promote the brand, especially among young adults.
This document defines mega trends and counter trends that influence markets. It discusses how trends like an aging population, immigration, and individualism affect marketing responses. Examples of behavioral mega trends include smart products and time compression. Global consumer trends involve complexity in age, gender, life stage and income. Innovative marketing uses tools like consumer generated advertising and crowd sourcing. Counter trends go against the grain. The document advises being consumer centric, thinking small, tapping pop culture, and standing for a brand personality. It provides resources for keeping up with marketing trends.
Coca-Cola launched its Coke Zero campaign in 2005 to target young adult males. The campaign utilized covert guerrilla strategies and viral videos employing humor. Television ads featured men "ranting" and reinforced the "no downsides" message. The campaign stereotyped masculine ideals and was highly successful, making Coke Zero the most lucrative food/drink launch. Some criticism argued the campaign pandered to gender cliches to promote another diet drink.
This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE GrazynaBroyles24
The document discusses cultural factors that impact global marketing strategies. It provides context around culture and defines it as shared ways of living transmitted between generations. Culture includes both material and non-material elements like attitudes, beliefs, and values. Religion is an important source of a society's worldviews. Differences in aesthetics must also be considered. Successful global marketing requires understanding local cultures while also leveraging shared characteristics.
Brand Leadership - 5 Global Cases from the best brands By Dan Pankrazguest7e5b6a
5 Global Case studies showing how the best brands create leadership in their categories. A youth marketing slant with some examples of brands who have gotten it wrong....and then recovered
Change Knowledge: Are you ready for tomorrow's consumer?Lighthouse CEE
Presentation for the Central European University in Budapest on the 26th of March 2010.
Change Knowledge and it's implications & applications for brands and business in Russia & Denmark.
Lighthouse CEE corporate profile, client offer and case studies. More informatiion about Lighthouse CEE at: http://www.lighthouse-cee.com
This document provides an analysis of Coach Inc., a company that designs and markets bags, apparel, and accessories for men and women. Coach was founded in 1941 and was later sold to Sara Lee in 1985. Today, Coach is a leading luxury brand known for its quality and style at affordable prices. The analysis answers questions about Coach's characteristics, competitive forces, strategies, strengths/weaknesses, and recommendations for improvement. It also discusses threats such as counterfeiting and growing demand in emerging markets like China and India.
This document provides information on the brand histories and strategies of three top global brands: Harley-Davidson, Jack Daniel's, and Google. It describes how Harley-Davidson was founded in the early 20th century and survived economic hardships by creating a lifestyle brand focused on freedom and individuality. Jack Daniel's is noted as the highest selling whiskey in the world, with an iconic brand built on its legendary founding story. Google is summarized as having been founded by two men as a search engine and growing into a massive company with a culture-focused strategy of building products to enhance people's lives.
This document provides a summary of trends, creative ideas, and marketing strategies related to eco-friendly products and sustainability from the September 2012 issue of the Humankind Agency cultural fuel trend report. It highlights various campaigns and concepts that promote environmental values in innovative ways, such as an eco-friendly Volkswagen print ad, a solar-powered mobile phone charging station, and a campaign challenging people to change wasteful behaviors rather than skipping an ad.
Johnnie Walker is a globally dominant scotch whiskey brand owned by Diageo. In 2013, Johnnie Walker had case sales of 19.7 million, significantly higher than its top competitors. To maintain and grow its brand equity, Johnnie Walker utilizes integrated marketing campaigns across various channels to build brand awareness and positive associations. Recommendations to further strengthen the brand include secondary brand partnerships through co-branding, celebrity endorsements, and sponsoring music festivals to appeal to younger consumers.
This Presentation is prepared by Rahul Ladiya Student of Maulana Azad National Institute Of Technology (NIT) BHOPAL under the guidance of Prof. Sameer Mathur of IIM Lucknow.
Les 10 spots préférés du superbowl 2014 de l'agence Leo Burnett France, analysés à la sauce HumanKind - la philosophie Leo Burnett.
Les marques qui ont une raison d'être capables d'inspirer des actes qui changent le comportement des gens sont des marques Humankind
Les liens des vidéos par ordre d'apparition:
- Budweiser: http://www.youtube.com/watch?v=uQB7QRyF4p4
- SodaStream: http://www.youtube.com/watch?v=nORgzCgQgDk
- H&M: http://www.youtube.com/watch?v=1yI5GVCqO7Y
- Volkswagen: http://www.youtube.com/watch?v=8iryH-Nemv0 (teaser) - http://www.youtube.com/watch?v=ns-p0BdUB5o
- Microsoft: http://www.youtube.com/watch?v=qaOvHKG0Tio
- Cheerios: http://www.youtube.com/watch?v=LKuQrKeGe6g
- Pepsi #1 : http://www.youtube.com/watch?v=meQKpdVgEjo
- Pepsi #2 : http://www.youtube.com/watch?v=oM4xO5azcvE
- Pepsi Halftime Show : http://www.youtube.com/watch?v=U-ci9a7wIJo
- Axe: http://www.youtube.com/watch?v=63b4O_2HCYM
- Jeep: http://www.youtube.com/watch?v=mHg9XSyd8Fo
- Doritos #1 : http://www.youtube.com/watch?v=FHY5pwgCY3w
- Doritos #2 : http://www.youtube.com/watch?v=Y-P0Hs0ADJY
- Doritos #3 : http://www.youtube.com/watch?v=oMdwJ7fyp00
- Doritos #4 : http://www.youtube.com/watch?v=MoANeCLWOjI
- Doritos #5 : http://www.youtube.com/watch?v=ugo7Y2lRsxc
- Chrysler: http://www.youtube.com/watch?v=KlSn8Isv-3M
- Newcastle #1: http://www.youtube.com/watch?v=9g9wXBkdWEg
- Newcastle #2 : http://www.youtube.com/watch?v=8ARF4VmUa1s
Similar to Culture - MBA 635 - Summer Term 2011 (20)
1. Culture Mary Ellen DeBardeleben Eric Liddy Bradley Newcomer Shelley Scarbrough Katey Watkins
2. Culture What is culture? Culture: acquired knowledge that people use to interpret experience and generate social behavior Characteristics Importance of understanding culture
3. Hofstede’s Cultural Dimensions Power Distance Uncertainty Avoidance Individualism Masculinity Long term orientation (newest)
15. However, its not always this straight forward…. In 2005, McDonalds had to withdraw a TV commercial in Shanghais following complaints that images attacked Chinese people’s dignity. The commercial showed a man kneeling before the clerk and begging for a discount at a local store. It then shifted its focus to McDonalds with the message that McDonalds offered cheap meals all year-round and there was no need to beg for coupons or discounts. In Chinese culture, begging is humiliating and many felt the commercial was offensive.
29. Arab World Quiz Question Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll. Poll: When formalizing a deal in the Middle Ea...
31. Resources International Management; Culture, Strategy, and Behavior (Luthans and Doh), 7th edition. http://www.cyborlink.com/besite/china.htm http://www.geert-hofstede.com/geert_hofstede_resources.shtml http://www.clearlycultural.com/geert-hofstede-cultural-dimensions/power-distance-index/ http://affiliate-marketing-forums.5staraffiliateprograms.com/marketing-jokes-cartoons-yuk-up/1401-advertising-bloopers-blunders.html http://www.ad.nccu.edu.tw/ad_research_web/pdf/025-1.pdf http://myasiancanadian.blogspot.com/2005/06/mcdonalds-ad-pulled-from-chinese-tv.html http://www.youtube.com/watch?v=5Ith7KvAESI http://www.fas.org/irp/agency/army/arabculture.pdf http://www.geert-hofstede.com/hofstede_arab_world.shtml http://en.wikipedia.org/wiki/McArabia http://www.youtube.com/watch?v=TVoVZx0ded8
32. Arab World Quiz Question When formalizing a deal in the Middle East, it is imperative to: 1. Determine that the contract is iron clad with strict attention to jurisdictional issues of international law to secure a just outcome should there be conflict 2. Solidify the interpersonal trust relationship as this rapport is critical both during the deal and if conflict develops 3. Retain legal counsel in the country in which the business undertakings will primarily take place and ensure that this attorney has a golfing relationship with most members of the judiciary.
Editor's Notes
Introductions
When looking for definitions of culture I found many different variations. If you survey a number of people, it is likely no two answers would be alike. In fact, in n 1952 Kroeber and Kluckhohn complied a list of 164 definitions of culture. For our purposes, I have listed the one in the book.Culture: acquired knowledge that people use to interpret experience and generate social behaviorCulture is defined by several characteristics, learned, shared, transgenerational, symbolic, patterned, and adaptiveCulture gives a community a certain identity of their own. It can be seen as a common bond that ties groups of people together. In the corporate world it is important to recognize this bond and both the similarities and differences in culture for several reasons. Business has gone global with advancements in technology. Barriers of travel and communication have been reduced and many companies are going international. With this occurrence, it is important for businesses to integrate their organizational culture in with the culture of their employees, their most valuable asset.
Much of the information I found regarding culture and the analysis is centered around Hofstede’s cultural dimensions. I am going to review these since it has been a few days since we first heard about these in class. We are going to use the dimensions in our presentation today to look at different countries and compare the cultures within those countries. -Power distance:Looks at how people view the unequal distribution of power (if you have a high power distance you don’t mind large distribution)-Uncertainty avoidance:Extent to which people feel threatened by ambiguous situations and have created beliefs and institutions that try to avoid these High uncertainty avoidance (like security)-Individualism: Tendency for people to look after themselves and immediate family only Wealthier countries had higher individualism scores and collectivism happens when people look to groups.-Masculinity: Dominant values in society are success, money, and things compared to quality of life-Long term orientation – not emphasized a book because he had to do another study outside IBM study and add later – shows differences in thinking -persistence -ordering relationships by status and observing this order -thrift -having a sense of shameCommon ground can be used as a starting point in determining the best organizational culture.
Yesterday we heard about the increase of globalization. With globalization comes exposure to new cultures and environments. It is important for companies to understand these new dimensions. G6 countries formed in 1975: US UK France Germany Italy JapanBRIC –rising economic powersBrazilRussiaIndiaChinaBy 2050 their combined economies could trump current richest countries of the world. These four account for more than 40% of the world's population.This chart shows the advancing BRIC economies and shows the structure using the Hofstede approach. Just some of the things to point out in this chart…-When looking at power distance, the BRIC companies are more accepting of power inequalities so it is important to have a strong power or decision maker in place. -The BRIC countries place importance to collectivism more so than the rest of the world and US specifically. -You can also look at the uncertainty avoidance and see Russia and Brazil may be more resistant to change.
Now we know the importance of awareness between different cultures we are going to look at two specifically – China and Arab culture…
China is believed to have the oldest continuous civilization. China has over 4,000 years of verifiable history. Beijing is the capital of China and is the focal point for the country. The official language is standard Chinese, which is derived from the Mandarin dialect. Most business people speak English. There are many dialects in China however there is only one written language. A Communist form of government rules China. The Chinese government promotes atheism although the constitution guarantees freedom of religion. The Chinese practice a variety of religions, however, Confucianism; despite not being a formal religion is practiced widely throughout the country.China is the most densely populated county in the world with approximately 1.34 billion people as of 2011. Almost 100 percent of the population are ethnic or Han Chinese. There are strict rules regarding childbirth and each couple is limited to only one child.
China scored very high on Hofstede’s Power Distance Index, with a sore of 80, while the United States scored 40, and the world average was 55 and the average of other Asian nations of 60. This suggests that China respects people in positions of power or authority MUCH more than in the USA, and more than the world average.This is indicative of a high level of inequality of power and wealth within the society. This condition is not necessarily forced upon the population, but rather accepted by the society as their cultural heritageThere is a high degree of formality between Chinese leaders and followers. It is expected in Chinese culture that leaders will have privileges that others will not. Business and political leaders are seen as being knowledgeable and strong and are depended on to make sound decisions. On the other hand, the United States, Hofstede’s score indicates that there is greater equality between societal levels, including government, organizations, and families.
The Chinese score of 40 on the Uncertainty Avoidance index indicates that the Chinese have a very high tolerance for uncertainty, or a high risk appetite. A Low Uncertainty Avoidance ranking indicates the country has less concern about ambiguity and uncertainty and has more tolerance for a variety of opinions. This is reflected in a society that is less rule-oriented, more readily accepts change, and takes more and greater risks. However, this is counter to some of the characteristics of China. This low uncertainty avoidance index may be reflecting China’s extremely high Long-Term Orientation (LTO) orientation (118 ranking). This Dimension indicates a society's time perspective and an attitude of persevering; that is, overcoming obstacles with time, if not with will and strength.
On average, the Chinese and United State’s have similar rankings indicating that the countries both experience a high degree of gender differentiation of roles.However, while the male dominates a significant portion of the society and power structure, this generates a female population that becomes more assertive and competitive (i.e. women begin shifting towards the male role model and away from the stereotypical female role). Overall, both countries place higher value on masculine characteristics like success, money and possessions.
China scored lowest on the Individualism index. They are also the lowest on this dimension of any of the Asian nations. Related to the high level of emphasis on a Collectivist society by the Communist rulers.Their ranking of 20 means that the China is a collectivist society as compared to an individualist culture. This is shown in their close, long-term commitments to family, extended family, or extended relationships. Loyalty is paramount in this culture and overrides most other societal rules. On the other hand, the USA is one of only 7 nations that had the Individualism as their highest ranking. This indicates that the population has an individualistic attitude and relatively lose bonds with others. The culture in the US is more self reliant and people tend to look out for themselves and their close family members.
We chose to look at Coca-Cola and McDonalds as examples of products that are distributed across many cultures and geographic locations.Note the similar product and marketing messages between China and the US.
Overall, note the similar product and marketing messages in these various print and TV ads as compared to what would be seen in the US.Based on page 131 in the textbook, this what we would expect for products that are either at the very high-end or at the very low-end (i.e. product and marketing messages that are similar worldwide).Examples from page 131 in textbook: luxury cars are marketed similarly world wide as are impulse purchases, novel products, fast foods, Coca Cola soft drinks, Levi Jeans, pop music, etc… However, it must be noted that in most cases it is necessary to modify products as well as the market approach for the regional or local market (i.e. localization). For instance, in China and other Asian countries, marketing campaigns should be more indirect and subtle, emphasizing group references, shared responsibility, and interpersonal trust. (As compared to US marketing campaigns that emphasize individual achievement, are direct and expressive, and appeal to US values of success through personal hard work).
The Arab world extends from Morocco, all the way across North Africa to the Persian Gulf. It is pretty much equal to the Area known as the Middle East and North Africa (MENA).These countries are religiously and ethnically diverse, and there are a large number of Arab Christians in countries such as Egypt and Jordan. Although the Muslim faith dominates the Arab world, Arabs actually make up only 10-15% of the Muslim world.Therefore, to be an Arab is a cultural trait, not a racial one, and Arabs do not come from any particular race or lineage.In fact, any person who adopts the Arabic language may be called an Arab, and there are 22 Arab countries in total and over 200 million Arabs worldwide.
Hofstede’s cultural study of the Arab World includes the countries of Egypt, Iraq, Kuwait, Lebanon, Libya, Saudi Arabia, and the United Arab Emirates. As a reminder, these are generalizations and there are always exceptions.
The Arab World scored highest on the power distance index, with an identical ranking to China. This suggests that like China, Arabs respect people in positions of power or authority more than in the USA, and more than the world average.Again, the high power distance ranking indicates a high level of inequality of power and wealth within the Arab society. Arab populations expect and accept that leaders will separate themselves from the group, and this contrasts with the US, whose score indicates that there is greater equality between societal levels, including government, organizations, and families.
The Arab World’s score on the Uncertainty Avoidance index indicates that the Arab world has a low tolerance for uncertainty, or a low risk appetite. To minimize and reduce uncertainty, the Arab world adopts and implements very strict rules, policies, regulations and laws. According to Hofstede, the combination of high power distance and uncertainty avoidance creates a societies where leaders have ultimate power and authority, and the rules, laws, and regulations developed by those in power, reinforce their own leadership or control. In comparison, the USA has a greater risk appetite, and leaders does not attempt to control all outcomes and results of events.
The score on the masculinity index suggests that he Arab world places higher value on feminine-like characteristics, such as caring for others and quality of life, while the USA and China place higher value on masculine characteristics like success, money and possessions. Arabs tend to be more tender hearted than Americans or the Chinese. Their decisions and actions are often based off of emotion, while the USA has a more logic oriented decision process.The ranking also indicates that while Arab women are limited in their rights, this may be due more to their emphasis on the Muslim religion, rather than a cultural paradigm.
The Arab world, like China, scored lowest on the individualism index, and is a collectivist society. This is shown in their close, long-term commitments to family, extended family, or extended relationships. Also like China, in the Arab world, Loyalty overrides most societal rules. Aside from family and extended family, the collectivist nature of the Arab world is most prominent in their religious beliefs and practices, which make up the foundation for their societal structureAnd again, the USA ranking is indicative of an individualistic culture that is self reliant, with relatively loose bonds with others.
Now, on to marketing to the Arab world. McDonalds is huge in the middle east. If you are interested in the Mc Arabia pictured on the slide, you can get it anywhere throughout the middle east except for Israel, and you have the choice between chicken and kofta, which is beef with spices.
Now, here we have a McDonalds commercial shown throughout the middle east. At the end of the commercial, if you listen closely you here the words “anabahebu,” which means I love you in Arabic, as compared to American slogan, “I’m loving it.”
Coke also has a large presence in Arab countries. Now lets watch two Arabic coke commercials, that come from two completely different time periods.
The first coke commercial is from the 1940’s.
This coke commercial is more modern and features a famous Lebanese signer.
In our opinion, the commercials, as well as the last slide demonstrate that the globalization of business has created product offerings that blur cultural lines because, as humans we all share an innate set of needs that cut through all cultures. Despite our differences we still share at least a few similar interests in the food we eat, what we drink, the cars we drive, what kind of music we listen to, what we wear, and what we read, and in many other products that we buy. However, Brads example of the McDonalds add that the Chinese found offensive demonstrates the challenge that global businesses face. That is, how to find find the balance between marketing to the traits that all humans possess, and marketing to traits that are specific to certain cultures.The blurring of cultural lines can be seen like the “Which came first, the chicken or the egg” scenario. Are business successful globally because they appeal to an innate set of needs that all humans possess? Or, is it actually global marketing tactics that are creating needs in cultures that once were not there?I will leave it up for the audience to decide…
Poll: When formalizing a deal in the Middle Ea...\r\n\r\nPress F5 or enter presentation mode to view the poll\r\nIn an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:\r\nhttp://www.polleverywhere.com/multiple_choice_polls/LTE3MDMwNTgzNDQIf you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
When doing business in the Middle East, the surest indicator of a successful business relationship has very little to do with the content of the contract or the extent to which the language will hold up in court.Court systems in many of these countries move slowly with inconsistent results, and your business counterparts in many Middle Eastern countries do not put their faith in the legal system to determine the outcome of a conflict. Absolutely essential to the success of the deal is the interpersonal rapport and relationship established during the negotiation stage and at every point thereafter. Failure to understand and cultivate this aspect of the deal increases the risk of failure to a critical degree.