Growth will be defined by the way you define your market
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Author-Saurabh Agarwal Faculty at Sunstone Business School. Saurabh’s passion lies in solving business problems pertaining to growth and profitability. He is responsible for curriculum design and delivery for the courses Economics, Marketing and Strategy.
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How do you transform your sales conversation? By defining your company's purpose. Brand purpose has been big in consumer companies for years. It transformed the fortunes of Dove, Old Spice and Always. But it can do the same for business to business brands as well. B2B companies like IBM and DS Smith have defined their brand purpose. This has helped them to escaped the commodity trap and established their positions as thought leaders and strategic partners, increase their margins and open up new business opportunities. Want to define your business' purpose? Here, top strategy company Sense Worldwide shows you how it's done.
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Rinat Keinan provides their personal introduction and background. They then discuss three challenges they faced in their career in marketing and product management. For each challenge, they analyzed the situation, identified key insights about users and markets, and implemented strategies that helped overcome limitations and successfully increased sales and profitability. These examples demonstrate Rinat's ability to think strategically and solve problems by deeply understanding users.
4 Steps to build a Meaningful Brand Peter Heshof - Bloom - 2014
4 steps to build a Meaningful Brand
Marketing is not about brands; it's about people
The Zeitgeist development from the I-era to the We-era has implications for brands and marketers. In the upcoming years, brands should not focus on the “me, myself and I” (brand image,) but on the We-side (brand meaning.) The successful marketer will put his or her efforts into improving the well-being of people and society.
I will explain how marketers can work on the well-being of people and society, by expanding the benefit ladder of their brand. By expanding from functional and emotional benefit (step 1 and 2) to transformational and societal benefit level (step 3 and 4).
See the Bloom Brand Ladder model on the last slide!
The case for Purpose-Driven Marketing in Australia
Increasingly more companies are talking about the company and brand purpose, and rightly so. Shifting marketing from product-centric marketing to purpose-driven marketing has proven to be very successful for brands. This same thinking has also helped many corporations build their reputation and relevance with stakeholders
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M&A 2015 Overview
M&A activity in the personal care sector was strong in 2015, dominated by large deals aimed at expanding product portfolios and distribution channels. Notable deals included P&G's $12.5 billion sale of beauty brands to COTY. Mobile commerce, beauty tech and direct-to-consumer companies are areas that continued to attract investor interest in 2015 and are expected to do so in 2016 as well.
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Purpose Driven b2b brands - Creating them, and aligning an organisation aroun...
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Leadership is all about collaborative innovation
Leadership requires collaborative innovation to drive companies forward. Innovation provides incremental value to customers at the same cost and is key to growth and survival. Collaboration and co-creation helps mitigate the risk of spending on products and services that do not provide value to customers. Influencing others is more important than authority, as those with influence who can help others will be trusted and followed. Global improvement and influence leads to sustainability.
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一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：A575476】文凭即可
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留信网认证的作用:
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我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
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选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！
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Growth will be defined by the way you define your market
- 1. Growth will be defined by the way you define your market Our current coursework is focusing on “Growth” and the session by Kapil Dhameja was apt in that context. Founder Director of Kapsa Wellness Kapil is founder director of Kapsa Wellness involved in setting up of Wellness Spas under the brandname Blue Terra. Before this, Kapil was General manager – Demand & Sales Strategy at Glaxo SmithKline. During the session, Kapil described his experience while driving growth at GSK and now with Blue Terra. Kapil started the talk by highlighting the importance of having a Vision and goals for growth. He described how the new CEO at GSK anchored the organization to a new stretch goal and gradually moved the company from a single-digit to a double-digit growth rates. He pointed that the ambition of companies in general has increased drastically in last decade. He then highlighted the importance of Marketing as a growth lever. The first step is to rightly conceive what is your addressable market? Companies continuously innovate and look for bigger markets to achieve aggressive growth targets . He took the example of Horlicks. The Horlicks team viewed the segment of health drinkers as their addressable market, and did not limit themselves to just milk drinkers. Infact milk itself became competition. It was fascinating to know that in some parts of India today, people drink Horlicks with water. He then moved to describing how Horlicks was able to grow by Brand extensions. In the second part of the session, Kapil discussed his latest venture, Blue Terra spa. He again mentioned how having a clear sense of the addressable market is critical. So, a spa not only competes with other spas but also competes with several others forms of relaxation (such as going out with family, movies etc.). Spa can also compete in gifting market! He described the marketing challenges being faced by spas. How penetration levels are still low despite a low price tag of INR 1200 per visit, and the ability of a full-body massage to reduce the stress levels by 20 percent. He indicated this to be a positioning challenge in the minds of the Indian customer, who still considers a spa to be vanity. He then described various steps he is taking to ensure the adoption rates increases. Overall, the talk was very a good learning experience for our students who had just concluded a module on how Vision and Marketing serve as engines of growth.