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NEXT GENERATION MARKETING PORTFOLIO 2011
This document appears to be a portfolio submission from an individual student named Seánpaul Walsh with student ID 56407587 enrolled in the course MT5113: Next Generation Management at the Munster Technological University. The portfolio was submitted on May 16th, 2011.
The Giving Consumer
The document summarizes research on charitable giving behaviors. It discusses how moral identity and gender identity can influence whether people donate to in-groups versus out-groups. It also describes three case studies on gift giving behaviors and how moral identity affects judgments of charitable behaviors and time versus money donations. The document provides tips for marketing managers, including emphasizing how donations will help charities provide assistance and targeting communications based on a charity's specific target markets.
A1 POSTER
The poster promotes a Children's Race for Life event by showing how raising funds can help save children's lives. It depicts different donation amounts ranging from 100 to 800 children that could potentially be saved with more funds raised. The poster encourages donations to help as many children as possible.
UNICEF PROMO FRONT COVER
UNICEF is one of the world's largest humanitarian organizations that works to defend children's rights, provide care to children in distress, and meet children's needs. It believes all children have equal rights and need support, with a special focus on the world's poorest and most vulnerable children. Now more than ever, UNICEF Ireland needs community fundraising to save vulnerable children supported by UNICEF programs worldwide.
SUSTAINABILITY MARKETING - GREENSTAR LTD. AUDIT
Greenstar Ireland is a leading waste management company that provides comprehensive recycling services. They adhere to strict environmental standards in their operations through certifications like ISO 14001. Greenstar promotes sustainability through initiatives like sponsoring educational programs and community cleanups. They aim to empower customers and stakeholders to achieve a more sustainable future.
UNICEF PROMO BACK COVER
UNICEF's current campaign aims to reduce preventable child deaths from 22,000 to zero. The UNICEF Children's Race for Life asks students to participate in fundraising and a school relay race to help poor children worldwide. Students must raise 800 20-cent coins over four weeks to participate, with each coin saving a child's life. On the final Friday, classes will compete in a relay race and top fundraisers will receive prizes.
Recommended
NEXT GENERATION MARKETING PORTFOLIO 2011
This document appears to be a portfolio submission from an individual student named Seánpaul Walsh with student ID 56407587 enrolled in the course MT5113: Next Generation Management at the Munster Technological University. The portfolio was submitted on May 16th, 2011.
The Giving Consumer
The document summarizes research on charitable giving behaviors. It discusses how moral identity and gender identity can influence whether people donate to in-groups versus out-groups. It also describes three case studies on gift giving behaviors and how moral identity affects judgments of charitable behaviors and time versus money donations. The document provides tips for marketing managers, including emphasizing how donations will help charities provide assistance and targeting communications based on a charity's specific target markets.
A1 POSTER
The poster promotes a Children's Race for Life event by showing how raising funds can help save children's lives. It depicts different donation amounts ranging from 100 to 800 children that could potentially be saved with more funds raised. The poster encourages donations to help as many children as possible.
UNICEF PROMO FRONT COVER
UNICEF is one of the world's largest humanitarian organizations that works to defend children's rights, provide care to children in distress, and meet children's needs. It believes all children have equal rights and need support, with a special focus on the world's poorest and most vulnerable children. Now more than ever, UNICEF Ireland needs community fundraising to save vulnerable children supported by UNICEF programs worldwide.
SUSTAINABILITY MARKETING - GREENSTAR LTD. AUDIT
Greenstar Ireland is a leading waste management company that provides comprehensive recycling services. They adhere to strict environmental standards in their operations through certifications like ISO 14001. Greenstar promotes sustainability through initiatives like sponsoring educational programs and community cleanups. They aim to empower customers and stakeholders to achieve a more sustainable future.
UNICEF PROMO BACK COVER
UNICEF's current campaign aims to reduce preventable child deaths from 22,000 to zero. The UNICEF Children's Race for Life asks students to participate in fundraising and a school relay race to help poor children worldwide. Students must raise 800 20-cent coins over four weeks to participate, with each coin saving a child's life. On the final Friday, classes will compete in a relay race and top fundraisers will receive prizes.
RSA Ad Deconstruction
This advertisement aims to reduce speeding among young male drivers through fear appeals. The target is males aged 17-34. It tells the story of a car accident through graphic imagery and sounds to create an emotional response. Statistics show speeding is a leading cause of crashes. The ad aims to diminish feelings of invincibility and show the human impact of losing loved ones through speeding. It draws on Maslow's hierarchy of needs and research showing more fear can create more behavioral change. By making the dangers feel personally relevant, the ad hopes to instill enough fear to reduce speeding and crashes over the long term.
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
Burt's Bees is considering expanding its brand beyond its niche natural personal care market. Two strategic alternatives are examined: staying niche focused or pursuing a joint venture into mass markets. The chosen strategy is to rebrand and strengthen the Burt's Bees image while selectively entering the mass market in categories like hair, skin, and fragrance. This will be done through a new logo, advertising campaign, and gradual expansion into drug stores and grocery, while maintaining the brand's natural positioning. The goal is to achieve growth without compromising core values.
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
This document contains a case study analysis of Burt's Bees as the company considers expanding into the mass market. It includes an external analysis of Burt's Bees' position in the market through strategic mapping and competitor analysis. The internal analysis examines Burt's Bees' revenue growth and brand equity. The document identifies key issues for Burt's Bees and evaluates strategic alternatives for entering the mass market, including through niche focus or a joint venture. It recommends a strategy of rebranding to strengthen brand awareness while entering the mass market.
STRATEGIC MARKETING PLAN - JUST US COFFEE
This document contains a marketing case study and analysis for Just Us! Cafes. It includes an external analysis examining competitors, PEST factors, and Porter's 5 forces. An internal analysis looks at the value chain, BCG matrix, revenue by location and quarter, and geographic concentration. A SWOT analysis is also included. The key issues identified are increasing marketing spend, targeting new markets or buyers, building on existing assets, examining product line profitability, needing clear marketing communications, increasing existing channel volumes, and maintaining the market. Strategic alternatives A, B and C are proposed to address the key issues.
Marketing Strategies for Low Income Consumers Unilever Brazil
This document provides an analysis of Unilever's operations and brand portfolio in Brazil, with a focus on the northeast region of the country. It summarizes that Unilever commands 81% of the Brazilian detergent market but only 75% in the northeast. While brands like OMO and Minerva are successful, their value brand Campeiro is underperforming with only 6% market share. The analysis recommends Unilever launch a new brand targeted at low-income consumers in the northeast to capitalize on economic growth, secure their market position, and replace Campeiro. Financial projections show the new brand achieving profits of $1.48 million by 1999 while cannibalizing Campeiro's sales. The strategy
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RSA Ad Deconstruction
This advertisement aims to reduce speeding among young male drivers through fear appeals. The target is males aged 17-34. It tells the story of a car accident through graphic imagery and sounds to create an emotional response. Statistics show speeding is a leading cause of crashes. The ad aims to diminish feelings of invincibility and show the human impact of losing loved ones through speeding. It draws on Maslow's hierarchy of needs and research showing more fear can create more behavioral change. By making the dangers feel personally relevant, the ad hopes to instill enough fear to reduce speeding and crashes over the long term.
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
Burt's Bees is considering expanding its brand beyond its niche natural personal care market. Two strategic alternatives are examined: staying niche focused or pursuing a joint venture into mass markets. The chosen strategy is to rebrand and strengthen the Burt's Bees image while selectively entering the mass market in categories like hair, skin, and fragrance. This will be done through a new logo, advertising campaign, and gradual expansion into drug stores and grocery, while maintaining the brand's natural positioning. The goal is to achieve growth without compromising core values.
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
This document contains a case study analysis of Burt's Bees as the company considers expanding into the mass market. It includes an external analysis of Burt's Bees' position in the market through strategic mapping and competitor analysis. The internal analysis examines Burt's Bees' revenue growth and brand equity. The document identifies key issues for Burt's Bees and evaluates strategic alternatives for entering the mass market, including through niche focus or a joint venture. It recommends a strategy of rebranding to strengthen brand awareness while entering the mass market.
STRATEGIC MARKETING PLAN - JUST US COFFEE
This document contains a marketing case study and analysis for Just Us! Cafes. It includes an external analysis examining competitors, PEST factors, and Porter's 5 forces. An internal analysis looks at the value chain, BCG matrix, revenue by location and quarter, and geographic concentration. A SWOT analysis is also included. The key issues identified are increasing marketing spend, targeting new markets or buyers, building on existing assets, examining product line profitability, needing clear marketing communications, increasing existing channel volumes, and maintaining the market. Strategic alternatives A, B and C are proposed to address the key issues.
Marketing Strategies for Low Income Consumers Unilever Brazil
This document provides an analysis of Unilever's operations and brand portfolio in Brazil, with a focus on the northeast region of the country. It summarizes that Unilever commands 81% of the Brazilian detergent market but only 75% in the northeast. While brands like OMO and Minerva are successful, their value brand Campeiro is underperforming with only 6% market share. The analysis recommends Unilever launch a new brand targeted at low-income consumers in the northeast to capitalize on economic growth, secure their market position, and replace Campeiro. Financial projections show the new brand achieving profits of $1.48 million by 1999 while cannibalizing Campeiro's sales. The strategy
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Marketing Strategies for Low Income Consumers Unilever Brazil
Marketing Strategies for Low Income Consumers Unilever Brazil