Dublin Dr. Pepper, a small-town soda maker, was forced to close by Dr Pepper HQ despite a loyal following. This creative brief proposes re-launching Dublin Dr. Pepper as an artisanal soda, targeting affluent urban professionals who prefer locally produced foods. A two-page magazine ad would feature retro branding and copy highlighting the soda's premium ingredients and glass bottle packaging. The goal is to create brand awareness, reposition the product, and increase sales.
The document proposes a 7 Minute Restaurant business that will offer customers a variety of menus including Nepali, continental, Indian, Chinese, and Korean cuisine. The restaurant aims to provide healthy and fast service within 7 minutes to satisfy customers' needs and earn a profit. It will target middle-to-high income individuals, busy professionals, students, and tourists. The restaurant plans to open in Nagarkot with 5000 square feet of space and projects annual sales revenue of 7.5 lakhs with a net profit of 2 lakhs.
Coffee is a brewed drink prepared from roasted coffee beans, which are the seeds found inside berries of the Coffea plant. The two main species commercially cultivated are Coffea canephora (robusta) and C. arabica. Coffee beans undergo several processes before being roasted, including selective picking, stripping, drying, grading, storage, and brewing. While coffee contains caffeine and can have both benefits and risks, it is an important social and cultural beverage consumed worldwide.
The document discusses eating fruits and vegetables and provides tips to help overcome excuses for not eating enough. It addresses common excuses like cost and preparation time and provides solutions like buying in-season produce. Easy ways to eat 5 servings a day are outlined, such as adding fruits to cereal and meals. A healthy snack list includes both crunchy and creamy options. The benefits of dark leafy greens are described along with different preparation methods.
This document provides an overview of Jewish wedding and bar/bat mitzvah ceremonies and timelines. It discusses key terms, trends in ketubahs and chuppahs, the order of the ceremony, and party elements. The learning objectives are to understand Jewish life cycle event terminology, ask clients about kosher standards and Saturday sunset times, discuss trends, and better market planning services. Coaches are advised to volunteer expertise at Jewish community events to recruit clients.
This document discusses cultural awareness and food safety when traveling globally. It covers issues like respecting local customs, foods that can cause illness, treating diarrhea, and purifying water. Specific tips include only eating hot, cooked foods and boiling or purifying water. The key is to learn about the local culture and food practices to avoid offense or illness.
PDFs are never as good as the real thing, however, we had to throw a little love out to the very excellent Kevin Thomas and his team at Aureus Idea Firm for bringing our words alive in such a slick way. Long live good design.
This document provides an analysis and summary of key passages from Revelation 17-18 about the symbolic entity referred to as "Mystery Babylon."
1) Babylon represents the apostate church, worldly ungodly systems, and those who support them. 2) Believers are called to separate themselves from Babylon to avoid sharing in her sins and judgments. 3) Babylon's judgment comes suddenly and severely, bringing an end to the world's economic and social systems as well as the voices of unbelievers.
The document proposes a 7 Minute Restaurant business that will offer customers a variety of menus including Nepali, continental, Indian, Chinese, and Korean cuisine. The restaurant aims to provide healthy and fast service within 7 minutes to satisfy customers' needs and earn a profit. It will target middle-to-high income individuals, busy professionals, students, and tourists. The restaurant plans to open in Nagarkot with 5000 square feet of space and projects annual sales revenue of 7.5 lakhs with a net profit of 2 lakhs.
Coffee is a brewed drink prepared from roasted coffee beans, which are the seeds found inside berries of the Coffea plant. The two main species commercially cultivated are Coffea canephora (robusta) and C. arabica. Coffee beans undergo several processes before being roasted, including selective picking, stripping, drying, grading, storage, and brewing. While coffee contains caffeine and can have both benefits and risks, it is an important social and cultural beverage consumed worldwide.
The document discusses eating fruits and vegetables and provides tips to help overcome excuses for not eating enough. It addresses common excuses like cost and preparation time and provides solutions like buying in-season produce. Easy ways to eat 5 servings a day are outlined, such as adding fruits to cereal and meals. A healthy snack list includes both crunchy and creamy options. The benefits of dark leafy greens are described along with different preparation methods.
This document provides an overview of Jewish wedding and bar/bat mitzvah ceremonies and timelines. It discusses key terms, trends in ketubahs and chuppahs, the order of the ceremony, and party elements. The learning objectives are to understand Jewish life cycle event terminology, ask clients about kosher standards and Saturday sunset times, discuss trends, and better market planning services. Coaches are advised to volunteer expertise at Jewish community events to recruit clients.
This document discusses cultural awareness and food safety when traveling globally. It covers issues like respecting local customs, foods that can cause illness, treating diarrhea, and purifying water. Specific tips include only eating hot, cooked foods and boiling or purifying water. The key is to learn about the local culture and food practices to avoid offense or illness.
PDFs are never as good as the real thing, however, we had to throw a little love out to the very excellent Kevin Thomas and his team at Aureus Idea Firm for bringing our words alive in such a slick way. Long live good design.
This document provides an analysis and summary of key passages from Revelation 17-18 about the symbolic entity referred to as "Mystery Babylon."
1) Babylon represents the apostate church, worldly ungodly systems, and those who support them. 2) Believers are called to separate themselves from Babylon to avoid sharing in her sins and judgments. 3) Babylon's judgment comes suddenly and severely, bringing an end to the world's economic and social systems as well as the voices of unbelievers.
Ellis Skolfield's Teaching Outline 13 Lair of the DragonPulp Ark
The document compares and contrasts the teachings of the Bible and the Quran on key issues. It notes that the Quran states "God forbid that he should have a son," while the Bible says Jesus is the Son of God. The document provides several quotes from Jesus affirming his identity as the Son. It argues that the God of the Bible teaches goodness, while the god of Islam teaches evil like war and hatred. The document then outlines the history of Islamic conquests after Muhammad, detailing the lands and peoples conquered from 632 to 732 AD. It describes the Battle of Tours in 732 where Charles Martel defeated the Umayyad force, halting the Islamic advance into Europe.
This document introduces three-dimensional coordinate systems and graphs in three dimensions. It defines the three perpendicular axes (x, y, z) used to locate points in three-dimensional space. Points are represented by ordered triples (a,b,c) indicating their distances from each axis. Equations in three variables determine surfaces in three-dimensional space that can be graphed and analyzed. The document also introduces the distance formula for calculating distances between points in three-dimensional space and defines spheres using this formula. It provides examples of describing, sketching, and finding equations for various three-dimensional surfaces and regions.
Ellis Skolfield's Teaching Outline 14 Two HornsPulp Ark
This document provides an analysis and summary of Revelation 13:1-10 and Revelation 13:11-18. It argues that Revelation 13 is about the 1278 years that Islam controlled Jerusalem, represented by a beast with 7 heads and 10 horns. Within this, it also discusses a two-horned beast that existed during Islam's control and empowered the first beast, represented by Western Christian nations during the Crusades and British Mandate. It identifies the number of the first beast, the Leopard-Bear-Lion, as 666, which corresponds with the number of Muhammad.
Routing maps HTTP requests to controller actions and generates URLs. The config/routes.rb file specifies routing rules which map URLs to controllers and actions. Named routes can be created to simplify URL generation. The 'public' folder serves static files before routing rules are checked.
This document summarizes prophecies from the books of Daniel and Revelation related to specific time periods involving the construction of the Dome of the Rock in Jerusalem between 685-705 AD. It notes that many prophecies given to Daniel and John involved dates hundreds of years in the future from when they received their visions, including the 1290 days prophesied by Daniel and the 1260 days, 42 months, and 3.5 days mentioned in Revelation. The document argues that the precise fulfillment of these time prophecies related to Jerusalem supports their validity.
Vandana Sharma has over 10 years of experience in reconciliations, operations, investment banking, customer service, sales, and training. She is currently working as an Assistant Manager at Genpact managing a team of 12 associates working on the superannuation process for Suncorp, an Australian bank. Her past experience includes 10 years at BA Continuum India Pvt. Ltd. working on the global wealth management team of Bank of America, where she assisted portfolio managers, created reports and presentations, and mentored new hires. She has a Post Graduate Diploma in Management from AIMA University and a B.com from Delhi University.
This document discusses JavaScript functions and objects. It explains that functions can return values, run code, and construct objects. It also discusses creating user-defined and built-in objects, accessing and adding properties, and inheritance through the prototype chain. Functions are first-class citizens that can be stored in variables, passed as arguments, and returned from other functions.
Sprite originated in Germany in the 1960s and is now one of the top-selling lemon-lime soft drinks worldwide. It is known for its crisp, clean taste and quenching thirst. While Sprite has strong brand equity and associations with youth culture through campaigns like "Sprite Nights", research found some campaigns were confusing and less memorable than 7Up's iconic Fido Dido mascot. Recommendations include differentiating packaging from 7Up, introducing a unique mascot, and pursuing co-branding opportunities to strengthen Sprite's brand identity.
This document provides an overview of Coca-Cola and PepsiCo's entry into the Indian market in the 1990s. It discusses their industry backgrounds, key issues in entering India, advertising campaigns, SWOT and PEST analyses, Porter's five forces analysis, recommendations to increase sales, potential risks and their mitigation. The recommendations include increasing infrastructure, tying up with restaurants, focusing on both youth and older generations through promotional activities and traditional advertising. Thorough local market research and moving into the health drinks sector are proposed as next steps. Risks around issues like loss of originality and high costs are also addressed.
Pepsi Lipton Brisk - Harvard Business Review CaseFamy
This document summarizes a case study regarding marketing options for PepsiCo's Brisk iced tea brand. It includes a SWOT analysis, segmentation of target markets as millennial and Hispanic males, and positioning of Brisk as an "edgy, cool" brand that "gives you energy." Two advertising options are considered: television advertising or a viral social media campaign. The document recommends a viral campaign titled "That's Brisk, Baby: Rebirth" that would involve creative characters called "The Brisk Brothers" and the tagline "Now That's Brisk."
This report surveys what’s changing when it comes to how we find, cook and eat food, how we think about what we eat and how brands are marketing food. It doesn’t, however, attempt to round up everything of note in the wide world of food and beverage. Rather, it focuses on eight
of the relevant macro trends we’ve highlighted in the past few years, plus three overarching trends affecting the food category: the influence of technology, health and wellness, and foodie culture. Within these trends, we spotlight some of the things to watch we’ve been tracking.
Snapple originated in the 1980s when three friends identified a need for no-preservative fruit juices. They expanded their product line to include iced teas, sports drinks, and more. While some products succeeded, many failed, but premium pricing on successes offset losses. Distributors wanted advertising, so Snapple hired tennis star Ivan Lendl, though the ads were ineffective. Snapple aimed to appeal to young, health-conscious urban professionals. It faced competition from other "new age" beverage brands. The brand established a quirky, offbeat identity through amateurish labels and homemade ads. It grew significantly until being acquired by multiple companies with varying levels of alignment with Snapple's culture and brand.
Individual Project for capstone marketing concentration at Babson College
Official Title:Life’s a Party for Lilly Lovers: Growing & Strengthening Loyal Brand Communities with New Product Offerings
Spring 2013
1. The document discusses a case study of consumer behavior related to purchasing Nescafe instant coffee. It describes observations of different consumers and how they made their purchasing decisions.
2. The case studies found that some consumers had pre-determined to purchase Nescafe, showing it was a habitual choice. Others evaluated product information and alternatives before selecting Nescafe classic based on economic factors.
3. One consumer was attracted to a combo pack with a red mug and purchased impulsively based on cues satisfying her self-actualization needs and detached personality traits. Nescafe has successfully linked its brand to lifestyle factors through imagery like the red and brown colors.
The "Got Milk?" campaign ran successfully for over 15 years which is quite long for an advertising campaign. Some ways they could keep it fresh include:
- Update the visuals and celebrities featured to stay current
- Expand the messages to highlight new health benefits or product innovations
- Leverage new marketing channels like digital/social media
- Run the campaign intermittently instead of continuously so it remains novel
- Conduct research to understand how consumer perceptions may be evolving
Other campaigns that ran effectively for a long time include:
- Nike's "Just Do It" launched in 1988 and is still used today.
- Wendy's "Where's the beef?" from 1984.
- Geico's "15 minutes
The document discusses strategies to increase brand awareness and sales for several Irish brands, including Cnoc Suain, Dublin Cheese, and Odlums. For Cnoc Suain, recommendations include cultural programs, events, and partnerships to position it as a hub for Irish culture. For Dublin Cheese, suggestions involve targeting younger consumers through social media, new products, and advertising. And for Odlums, proposals comprise campaigns in schools, celebrity endorsements, and website changes to reconnect with customers.
Snapple was founded in 1972 and became a market leader in the alternative beverage category. It was known for its natural and real products. Snapple grew rapidly through the 1980s and 1990s before being sold to multiple companies. When acquired by Quaker in 1994, Quaker aimed to integrate Snapple and its sports drink Gatorade by combining their distribution channels. However, Snapple's image as a fashionable drink clashed with Gatorade's health focus. Snapple was later acquired by Triarc which aimed to revitalize the brand by reconnecting with consumers and focusing on new label designs and normal people in advertising.
The document summarizes PepsiCo's manufacturing process and discusses an issue where Pepsi drinks were found to be adulterated with pesticides. This led to Pepsi drinks being banned worldwide and losses for PepsiCo's business and brand reputation. A root cause analysis identified factors like unskilled staff, contaminated groundwater, improper storage temperatures, and a lack of quality checks that allowed the contamination to occur. Potential solutions proposed training programs, improved quality checking machines and processes, developing proper storage facilities, and more frequent independent quality checks.
Ellis Skolfield's Teaching Outline 13 Lair of the DragonPulp Ark
The document compares and contrasts the teachings of the Bible and the Quran on key issues. It notes that the Quran states "God forbid that he should have a son," while the Bible says Jesus is the Son of God. The document provides several quotes from Jesus affirming his identity as the Son. It argues that the God of the Bible teaches goodness, while the god of Islam teaches evil like war and hatred. The document then outlines the history of Islamic conquests after Muhammad, detailing the lands and peoples conquered from 632 to 732 AD. It describes the Battle of Tours in 732 where Charles Martel defeated the Umayyad force, halting the Islamic advance into Europe.
This document introduces three-dimensional coordinate systems and graphs in three dimensions. It defines the three perpendicular axes (x, y, z) used to locate points in three-dimensional space. Points are represented by ordered triples (a,b,c) indicating their distances from each axis. Equations in three variables determine surfaces in three-dimensional space that can be graphed and analyzed. The document also introduces the distance formula for calculating distances between points in three-dimensional space and defines spheres using this formula. It provides examples of describing, sketching, and finding equations for various three-dimensional surfaces and regions.
Ellis Skolfield's Teaching Outline 14 Two HornsPulp Ark
This document provides an analysis and summary of Revelation 13:1-10 and Revelation 13:11-18. It argues that Revelation 13 is about the 1278 years that Islam controlled Jerusalem, represented by a beast with 7 heads and 10 horns. Within this, it also discusses a two-horned beast that existed during Islam's control and empowered the first beast, represented by Western Christian nations during the Crusades and British Mandate. It identifies the number of the first beast, the Leopard-Bear-Lion, as 666, which corresponds with the number of Muhammad.
Routing maps HTTP requests to controller actions and generates URLs. The config/routes.rb file specifies routing rules which map URLs to controllers and actions. Named routes can be created to simplify URL generation. The 'public' folder serves static files before routing rules are checked.
This document summarizes prophecies from the books of Daniel and Revelation related to specific time periods involving the construction of the Dome of the Rock in Jerusalem between 685-705 AD. It notes that many prophecies given to Daniel and John involved dates hundreds of years in the future from when they received their visions, including the 1290 days prophesied by Daniel and the 1260 days, 42 months, and 3.5 days mentioned in Revelation. The document argues that the precise fulfillment of these time prophecies related to Jerusalem supports their validity.
Vandana Sharma has over 10 years of experience in reconciliations, operations, investment banking, customer service, sales, and training. She is currently working as an Assistant Manager at Genpact managing a team of 12 associates working on the superannuation process for Suncorp, an Australian bank. Her past experience includes 10 years at BA Continuum India Pvt. Ltd. working on the global wealth management team of Bank of America, where she assisted portfolio managers, created reports and presentations, and mentored new hires. She has a Post Graduate Diploma in Management from AIMA University and a B.com from Delhi University.
This document discusses JavaScript functions and objects. It explains that functions can return values, run code, and construct objects. It also discusses creating user-defined and built-in objects, accessing and adding properties, and inheritance through the prototype chain. Functions are first-class citizens that can be stored in variables, passed as arguments, and returned from other functions.
Sprite originated in Germany in the 1960s and is now one of the top-selling lemon-lime soft drinks worldwide. It is known for its crisp, clean taste and quenching thirst. While Sprite has strong brand equity and associations with youth culture through campaigns like "Sprite Nights", research found some campaigns were confusing and less memorable than 7Up's iconic Fido Dido mascot. Recommendations include differentiating packaging from 7Up, introducing a unique mascot, and pursuing co-branding opportunities to strengthen Sprite's brand identity.
This document provides an overview of Coca-Cola and PepsiCo's entry into the Indian market in the 1990s. It discusses their industry backgrounds, key issues in entering India, advertising campaigns, SWOT and PEST analyses, Porter's five forces analysis, recommendations to increase sales, potential risks and their mitigation. The recommendations include increasing infrastructure, tying up with restaurants, focusing on both youth and older generations through promotional activities and traditional advertising. Thorough local market research and moving into the health drinks sector are proposed as next steps. Risks around issues like loss of originality and high costs are also addressed.
Pepsi Lipton Brisk - Harvard Business Review CaseFamy
This document summarizes a case study regarding marketing options for PepsiCo's Brisk iced tea brand. It includes a SWOT analysis, segmentation of target markets as millennial and Hispanic males, and positioning of Brisk as an "edgy, cool" brand that "gives you energy." Two advertising options are considered: television advertising or a viral social media campaign. The document recommends a viral campaign titled "That's Brisk, Baby: Rebirth" that would involve creative characters called "The Brisk Brothers" and the tagline "Now That's Brisk."
This report surveys what’s changing when it comes to how we find, cook and eat food, how we think about what we eat and how brands are marketing food. It doesn’t, however, attempt to round up everything of note in the wide world of food and beverage. Rather, it focuses on eight
of the relevant macro trends we’ve highlighted in the past few years, plus three overarching trends affecting the food category: the influence of technology, health and wellness, and foodie culture. Within these trends, we spotlight some of the things to watch we’ve been tracking.
Snapple originated in the 1980s when three friends identified a need for no-preservative fruit juices. They expanded their product line to include iced teas, sports drinks, and more. While some products succeeded, many failed, but premium pricing on successes offset losses. Distributors wanted advertising, so Snapple hired tennis star Ivan Lendl, though the ads were ineffective. Snapple aimed to appeal to young, health-conscious urban professionals. It faced competition from other "new age" beverage brands. The brand established a quirky, offbeat identity through amateurish labels and homemade ads. It grew significantly until being acquired by multiple companies with varying levels of alignment with Snapple's culture and brand.
Individual Project for capstone marketing concentration at Babson College
Official Title:Life’s a Party for Lilly Lovers: Growing & Strengthening Loyal Brand Communities with New Product Offerings
Spring 2013
1. The document discusses a case study of consumer behavior related to purchasing Nescafe instant coffee. It describes observations of different consumers and how they made their purchasing decisions.
2. The case studies found that some consumers had pre-determined to purchase Nescafe, showing it was a habitual choice. Others evaluated product information and alternatives before selecting Nescafe classic based on economic factors.
3. One consumer was attracted to a combo pack with a red mug and purchased impulsively based on cues satisfying her self-actualization needs and detached personality traits. Nescafe has successfully linked its brand to lifestyle factors through imagery like the red and brown colors.
The "Got Milk?" campaign ran successfully for over 15 years which is quite long for an advertising campaign. Some ways they could keep it fresh include:
- Update the visuals and celebrities featured to stay current
- Expand the messages to highlight new health benefits or product innovations
- Leverage new marketing channels like digital/social media
- Run the campaign intermittently instead of continuously so it remains novel
- Conduct research to understand how consumer perceptions may be evolving
Other campaigns that ran effectively for a long time include:
- Nike's "Just Do It" launched in 1988 and is still used today.
- Wendy's "Where's the beef?" from 1984.
- Geico's "15 minutes
The document discusses strategies to increase brand awareness and sales for several Irish brands, including Cnoc Suain, Dublin Cheese, and Odlums. For Cnoc Suain, recommendations include cultural programs, events, and partnerships to position it as a hub for Irish culture. For Dublin Cheese, suggestions involve targeting younger consumers through social media, new products, and advertising. And for Odlums, proposals comprise campaigns in schools, celebrity endorsements, and website changes to reconnect with customers.
Snapple was founded in 1972 and became a market leader in the alternative beverage category. It was known for its natural and real products. Snapple grew rapidly through the 1980s and 1990s before being sold to multiple companies. When acquired by Quaker in 1994, Quaker aimed to integrate Snapple and its sports drink Gatorade by combining their distribution channels. However, Snapple's image as a fashionable drink clashed with Gatorade's health focus. Snapple was later acquired by Triarc which aimed to revitalize the brand by reconnecting with consumers and focusing on new label designs and normal people in advertising.
The document summarizes PepsiCo's manufacturing process and discusses an issue where Pepsi drinks were found to be adulterated with pesticides. This led to Pepsi drinks being banned worldwide and losses for PepsiCo's business and brand reputation. A root cause analysis identified factors like unskilled staff, contaminated groundwater, improper storage temperatures, and a lack of quality checks that allowed the contamination to occur. Potential solutions proposed training programs, improved quality checking machines and processes, developing proper storage facilities, and more frequent independent quality checks.
The document discusses different types of customers in foodservice markets including captive, mass, and status markets. It examines factors that influence customer choices such as convenience, social occasions, and lifestyle. Various customer segments are also analyzed including repeat customers, families, seniors, and their specific needs and expectations from foodservice establishments.
This document provides a comprehensive analysis of competitors to Fernet-Branca, an Italian bitter liqueur. It outlines the history and trends of bitters, as well as key data on the alcohol industry and target millennial market. Two main competitors, Jägermeister and Fireball, are examined. For Jägermeister, campaigns emphasizing heritage and ingredients are summarized. Fireball's early unconventional marketing focusing on social media and samples is highlighted. Strengths and weaknesses of both brands compared to Fernet-Branca are then presented.
This really showed the effectiveness of great in-store programs. In addition to industry awards, we found ourselves at the Oscar's, Emmy's, Olympic's......and this was a start-up with zero product less than 24 months earlier.
We were tasked with creating a brand new bottled water brand for GMs, as part of a case study. As a group, we applied the strategies/theories and learnings from the class to give our recommendation on what brand of bottled water to create from scratch.
This document outlines a marketing campaign plan for Snapple beverages. The goals are to increase purchases in Snapple's core "Heartland" region, drive purchases nationwide, build brand awareness, and engage consumers through shareable experiences. Research found consumers see Snapple as a sugary treat rather than healthy option. The campaign's big idea is to position Snapple as embracing quirks and not taking oneself too seriously by encouraging consumers to "Live a Little." Elements include print and video ads showing fun moments, in-store promotions, social media campaigns, product placements, and experiential out-of-home promotions. The media plan aims to create interactions and build the Snapple brand across digital, social, television, and
This document appears to be a marketing campaign plan for Snapple beverages. It includes sections on research conducted, target audiences, competitors, branding analysis, goals of the campaign, and proposed creative concepts. The key insights from research found that while Snapple is seen as sugary, consumers still treat themselves occasionally. The big idea is to position Snapple not as a healthy drink but as a fun treat, emphasizing its quirky personality from the 1990s/2000s to encourage consumers to "live a little."
This document outlines a marketing campaign plan for Snapple beverages. The goals are to increase purchases in Snapple's core "Heartland" region, drive purchases nationwide, build brand awareness, and engage consumers through shareable experiences. Research found consumers see Snapple as a sugary treat rather than healthy option. The campaign's big idea is to position Snapple as embracing quirks and not taking oneself too seriously by encouraging consumers to "Live a Little." Elements include print and video ads showing fun moments, in-store promotions, social media campaigns, product placements, and experiential out-of-home promotions. The media plan aims to create interactions and build the Snapple brand across digital, social, television, and
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Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
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Presented at The Global HR Summit, 6th June 2024
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How to Implement a Real Estate CRM SoftwareSalesTown
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https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
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Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
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McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
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The BCG Strategy Palette
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Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
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2. Creative Brief
1. Dublin Dr. Pepper
2. Dr. Pepper is a soda made by Dr. Pepper Snapple Group. This soda
has a distinctive, unique taste, with a dark color.
3. Problem: Dublin Dr. Pepper forced to close operations by HQ Dr.
Pepper
• Fans Boycotted HQ Dr. Pepper
• Created Facebook Page
• Media Outrage
DR. PEPPER DEAL
LEAVES SMALL-TOWN Dr. Pepper Killed Dr.
DUBLIN WITH BITTER
TASTE
Pepper
3. SWOT Analysis
Weakness Opportunities
Non compliant Artisanal sodas boom
Franchise-Dublin Higher Margins
Different look &
ingredients
Strengths
Threats Recognized brand
Boycott from customers High quality product
Bad press from media High demand GOALS
• RE-LAUNCH DUBLIN
DR. PEPPER
3. Marketing Strategy • CREATE BRAND
• Re-positioning and Re-launching Dublin Dr. AWARENESS
Pepper as an artisanal soda. • INCREASE SALES
PURCHASE INTENT
4. 4. Demographically
• Age: 25-40
• Gender: men & women
• Education: Professionals
• Income bracket: upper-middle to upper-upper class
• Geographically: Gourmet cities
• Psychographically:
Opinions
Prefers locally
grown organic
foods
Activities Interest
Fine Dining Cooking
Specialty Shopping
Grocery Latest Trends
5. 5. Positive Attitude Towards:
• Original taste, glass bottle, and sugar cane
6. Artisanal Dublin Dr. Pepper tastes better because its in a glass
bottle and it’s made with pure cane sugar.
7. The ingredients don't lie.
• First 2 ingredients: Carbonated water & imperial pure cane sugar.
8. Retro Americana Look
• Hip & trendy
9. The main legal requirement would be for Dr. Pepper corporate to
give the license back to Dublin Dr. Pepper.
• Website: www.drpepper.com.
• CORPORATE HEADQUARTERS
• Dr Pepper Snapple Group, Inc.
5301 Legacy Drive
Plano, TX 75024
(972) 673-7000
8. 1. Media- Magazines to advertize our ad:
• Time, Newsweek, Life:
•Cooking Magazines: Gourmet, Saveur, Imbibe,
and Bon Appetit
•Lifestyle Magazines: Esquire, Martha Stewart and GQ
2. Copy:
•Headline: Because you missed us, Dublin is back
•Subhead: Nothing less than 100% sugar cane, always in a
bottle, ready to enjoy
•Headline for the Back: Enjoy it in 5 easy steps
3. Design: ad that turns into a bottle opener
• Medium: illustration photography, computer images and folding
• Design Elements:
• Page 1: Proportion, Balance and Movement
• Page 2: Balance and order
• Typography: TallDeco
Editor's Notes
Q.1 What is the product or service? We chose Dr. Pepper as our product.Q2. A simple description of it.Dr. Pepper is a soda made by Dr. Pepper Snapple Group. This soda has a distinctive, unique taste, with a dark color. Dr. Pepper licenses the right to bottle and distribute this soda to different manufacturers. Dublin Dr. Pepper is Dr. Pepper’s oldest bottling plant. This particular manufacturer uses pure cane sugar, glass bottles as packaging and it has a retro look.According to soda aficionados, the fact that Dublin Dr. Pepperis made with cane sugar and comes bottled in glass, makes it taste significantly better, which is why this particular soda amassed a huge number of fans. Problem:We decided to mine the web, one of the methods in advertising research, and we discovered that in January 2012, Dr. Pepper Corporate forced the Dublin plant franchise to close because it wouldn’t conform to using high fructose corn syrup, a modern logo or can packaging.As a result, Dublin Dr. Pepper’s fans, media outlets, and the blogosphere were outraged, calling for a boycott of Dr. Pepper HQ. Moreover, the media picked up the story and the controversy increased. Fans of Dublin Dr. Pepper made a Facebook page “ I support Dublin Dr. Pepper”, which within 1 week gainedover 20,000 likes. ~Referenceshttp://www.facebook.com/pages/I-Support-Dublin-Dr-Pepper/141195079289346http://news.yahoo.com/dublin-dr-pepper-fans-cause-social-media-230000017.htmlhttp://dfw.cbslocal.com/2012/01/12/dublin-dr-pepper-fans-furious-at-corporation
SWOTAnalysisAs marketers, we must cater to consumer’s needs and wants and scope out the environment for new opportunities. By analyzing HQ Dr. Pepper’s situation, we can gain insight as to what is the best marketing strategy to follow. Astrength is clearly a high demand for the product since a 24 pack of this Dublin Dr. Pepper soda is selling on Amazon for $70. An opportunity is the artisanal soda boom. According to secondary research, artisanal sodas made with cane sugar are trending right now, and this market expects to keep growing. In fact, “the trend is so big that in 2010 Beverage World added artisanal sodas to its HIT list, which highlights up-and-coming developments in the marketplace”. Threats are a customerboycott and media outrage. And a weakness is to have a franchise that doesn't comply with franchise requirements, such as Dublin Dr. Pepper. By analyzing the competitor landscape, we discovered that PepsiCo is already reaping the benefits of the upscale soda market through its acquisition of Izze. Q3. Why are we advertising at all?By re-positioning Dublin Dr. Pepper as an artisanal version of Dr. Pepper with a premium price, we can create a marketing strategy to profit from of the new artisanal soda market and the angry Dublin Dr. Pepper fans. The goals of our advertising are to re-launch the brand, create brand awareness and increase sales purchase intent of the new newly launched artisanal Dublin Dr. Pepper. ___References:http://www.amazon.com/Dublin-Dr-Pepper-24-Pack/dp/B00773GCZKhttp://www.gpi.org/news/2011/feb/mail.htm
Q4.Who are we talking to? According to the book, market segmentation is all about finding consumers that have common needs and wants. Sodas for the most part are a commodity product with a mass-market appeal. Artisanal Dublin Dr. Pepper would still have a broad appeal, but it would be positioned asa niche product, targeted to foodies who are willing to pay a premium for quality foods and drinks.Targetingdemographically, we would target professional men and women who are between the ages of 25 to 40 belonging to an income bracket from upper-middle to upper-upper class because they have the discretionary incomeand the interest to buy high end food and drink products. Geographically, we would target gourmet cities were there is high demand for quality food & drinks, such as Napa, San Francisco, New York, Los Angeles and Miami.Targeting psychographically, our target market performs activities, such as fine dining and visiting specialty grocery stores. Has interest in cooking, shopping, reading lifestyle magazines, and staying up-to-date with the latest urban trends. And in their opinion, they prefer local, organic foods and free range meats.
Q5. What is your audience’s attitude about the product and how they currently view your product.Artisan soda is trending right now, therefore the target market has a positive attitude towards sodas made with sugar cane and packaged in a glass bottle, such as Dublin Dr.Pepper. Q6. What is the single most compelling idea we need to communicate to them? Artisanal Dublin Dr. Pepper is a quality soda thattastes better because it’s packaged a glass bottle and it is made with pure cane sugar.Q7. Why should they believe this? Customers should believe it because the ingredients don’t lie. For example, carbonated water and imperial pure cane sugar are the two main ingredients of Dublin Dr. Pepper.Q8. Desired brand personality/tone? We want to convey a retro Americana look with and a hip and trendy personality. Since we are targeting people ages 25- 40, these retro looks inspires them, bringing about nostalgia from the earlier decades, which would prompt them to buy the product. Q9. Executional guidelines, legal requirements, phone numbers, websites, etc.The main legal requirement would be for Dr. Pepper corporate to give the license back to Dublin Dr. Pepper. The website iswww.drpepper.com and the address is: CORPORATE HEADQUARTERSDr Pepper Snapple Group, Inc5301 Legacy DrivenPlano, TX 75024. Lastly, the phone is (972) 673-7000
Q1.Show your Ad. In as large a size as possible on the PPT slide, show the final ad that you created.
Q1.Show your Ad. In as large a size as possible on the PPT slide, show the final ad that you created.
Q1. MediaFor targeting the foodie market, we selected to run the ad in magazines that our target market purchases such as, Gourmet, Saveur, Imbibe, and Bon Appetit. These are magazines dedicated purely to specialty foods and drinks, so these people are naturally going to be interested in artisanal Dublin Dr. Pepper. To target the upper class men segment, we would select lifestyle magazines, such as Esquire or GQ. These magazines often run spreads teaching men how to be sophisticated and trendy, and since drinking artisanal soda is trendy now, it would be a perfect fit. We can’t neglect the women target market so we could advertise in women’s lifestyle magazines, such as Martha Stewart. Since Dublin Dr. Pepper still has a broad appeal, we would still want to advertise in magazines that reach a broad target market such as, Life, Times, and Newsweek, but to a lesser extent, since these publication are not very targeted.Q2.CopyWe came up with the headline “Because you missed us, Dublin is back”. The purpose is to re-introduce the product and to create a personal connection with our target market by implying that we brought the product back because of them. The subheading “Nothing less than 100% sugar cane, always in a bottle, ready to enjoy…” highlights the core attributes that differentiate Dublin Dr. Pepper, such as pure cane sugar, glass bottle and delicious drink. The headline for the back ad says “Enjoy it in 5 easy steps”, this instructs the target market to use the graphical instructions to create a bottle opener. Lastly, we meant to unify these 2 ads through words through words and punctuation by using the “…” and by repeating the word “enjoy” to instill in people that Dublin is a delicious drink. For example, “ready to enjoy…” “…Enjoy it in 5 easy steps” is meant to provide continuity and tie the two ads together. Q3.DesignDescribe the mediumthat you are using and why.-Medium: illustration, photography, computer images and folding We are creating a mix of elements to develop a creative and eye catchy ad. Our idea evolved around the possibility of folding the ad to create a bottle opener, therefore we’re using folding technics and illustrations to represent these steps. To develop the rest of the ad and represent retro styling, we used a mix of computer images found online and photographs. We blended everything, while adding other computer graphics techniques to create a realistic ad 50’s ad. Our purpose it to covey as retro look and inspire nostalgia while highlighting the fact that Dublin Dr. Pepper has a higher quality because of it is made with superior ingredients. -Discuss the balance, proportion, order, unity and emphasis of the design of your ad. First and foremost, we decided to create an innovative ad that highlights a main core attribute of Dublin Dr. Pepper, its glass bottle. We believe this is important because sodas packaged in glass convey high quality and taste better. As a result, we designed a creative ad that turns into a bottle opener after folding it, to woo the target market. Moreover, our ad has 2 pages. On page one, we have the elements of proportion and balance created by the girl’s body on the bottom and the writing on the top. We also addedmovement that is createdby the placing the font upwardly and using a slanted font. The Dublin Dr. Pepper logo is presented as the cap of a bottle, it is enlarged and placed behind the the girl’s body. On page two, we used balance once again by having the heaviest object on the bottom, the vintage bottle opener,to give stability. We also made sure to create a order coming from top to bottom, and to focus the attention of the viewer on the text and later on the image. -What typography (fonts) have you used and why?We used American Purpose Slanted and Normal, a open font found online. We used the American Purpose Casual Slanted for the heading to create movement, since its slanted upwardly. And we used the American Purpose Casual Normal for the subheading and the back. We decided to usethis font because it followed our theme of nostalgia and retro style. The font resembles the traditional type used during the 50’s and matches our idea nicely.