Home Depot and Dasani - Brand Fails
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The Home Depot failed in its expansion into China between 2006-2012. It opened 12 stores but closed them all after misreading the Chinese market as more "do-it-for-me" rather than "do-it-yourself". Chinese consumers preferred stores like Ikea that provided complete project solutions. Similarly, Coca-Cola's Dasani water brand failed in Europe from inappropriate taglines like "Bottled Spunk" and questions around the source of its purified water, leading Coke to abandon the European launch. The document recommends more cultural research before expanding into new markets.
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Here is a 124 character tweet for the campaign:
"Tackle your next #DIY project with ease. Join the new #HomeSavings rewards program at @HomeDepot and earn points on every purchase to save big on future projects. Sign up today at homedepot.com/rewards"
The Home Depot
The Home Depot was founded in 1978 and is the largest home improvement retailer in the United States with store locations across North America and other parts of the world. While it has reputable exclusive brands and a wide store network, the document recommends strategies to attract new customers and demographics such as becoming more active on social media, running a college sports challenge promotion, and targeted advertising near college campuses to drive sales and measure effectiveness.
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1) The document discusses Home Depot's merchandising strategy, which focuses on national brands, exclusive proprietary brands, and serving core customers through product knowledge transfer.
2) Home Depot aims to aggressively attack the market through its brand strategies, which leverage national brands, exclusive brands, and proprietary brands to differentiate, build preference, and offer selection.
3) Home Depot is transforming its merchandising approach through investments in talent, focused processes like seasonal planning and presentation, and new systems that provide merchants better data and tools.
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The document discusses cabinet refacing as an option for upgrading an outdated kitchen. It provides details on the cabinet refacing process, which takes 3-5 days and involves removing old cabinet doors and drawer fronts, refacing the frames with new materials, and installing new doors, drawers, and hardware. The summary highlights that cabinet refacing is a non-intrusive process that allows one to upgrade their kitchen at a lower cost than a full remodel, in only a few days, without changing the overall layout.
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Pp hd
Home Depot has a large staff management structure to ensure excellent customer service. It was founded in 1978 and has expanded significantly over the decades. The company focuses on its core values of customer service, community involvement, and ethical conduct. Home Depot employs various strategic planning approaches and uses technology extensively to manage its inventory and supply chain effectively.
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Home Depot is the world's largest home improvement retailer with over 2,200 stores and $74.8 billion in annual sales. Its digital strategy aims to seamlessly integrate online, mobile, and in-store experiences. While Home Depot has strong brand recognition and engaged social media, its website lacks personalization and misses opportunities for up-sells. Recommendations include personalizing the site, elevating top brands, growing content, moving services online, and using data to create customer profiles.
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Home Depot and Lowe's both offer price matching policies on identical in-stock items sold at local retailers, with Lowe's also matching online prices. They provide no-interest financing options for 6 months on large purchases through their credit cards. Lowe's has a lower minimum spending threshold for its project card. Both retailers sell similar products like appliances, building materials, tools, and offer complementary services like installation. However, Lowe's has shifted its focus more towards women customers by expanding its home goods selections and prioritizing customer service.
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Here is a 124 character tweet for the campaign:
"Tackle your next #DIY project with ease. Join the new #HomeSavings rewards program at @HomeDepot and earn points on every purchase to save big on future projects. Sign up today at homedepot.com/rewards"
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The document discusses cabinet refacing as an option for upgrading an outdated kitchen. It provides details on the cabinet refacing process, which takes 3-5 days and involves removing old cabinet doors and drawer fronts, refacing the frames with new materials, and installing new doors, drawers, and hardware. The summary highlights that cabinet refacing is a non-intrusive process that allows one to upgrade their kitchen at a lower cost than a full remodel, in only a few days, without changing the overall layout.
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The document proposes a marketing strategy for Home Depot to increase brand loyalty and conversion rates. It recommends targeting DIY customers and small contractors through new social media platforms like Facebook, Twitter, Tumblr and YouTube. The strategy aims to empower customers and increase their comfort with home improvement projects by posting photos and videos of example projects. It also suggests improving mobile and search engine marketing to provide local store information and links to relevant project content. The total proposed budget is $150,000 for the year-round social media and internet marketing campaign.
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Client: The Home Depot
Deliverable: Out-of-Home Billboard
Objective: Inspire DIY women to see The Home Depot as their one-stop shop for home improvement knowledge, resources and products.
Target: Marie (32) and Amanda (35) - Single professional women who recently purchased homes and want to learn DIY skills.
Insights:
- Intimidated by home projects but want to save money through DIY
- Need guidance to feel confident tackling tasks
- Inspired by seeing other women's projects
-
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Paper URL: https://www.ijtsrd.com/management/marketing/23120/brand-awareness-and-marketing-campaign-for-nilkamal/mohd-uzair
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Please Follow the example case and complete the following case study. Please note that all sections must be complete. The key issues section is critical. Look for the terms and concepts that we have learned and apply them to the case. Do not define the key issues. What in the case makes them the key issue?
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CASE STUDY
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Companies who market internationally often have to work hard to find an effective and profitable balance between standardizing their marketing strategies while still reflecting an understanding of the unique characteristics and consumer behavior present in those markets.
IKEA, the Swedish furniture and furnishings company, is a good example of a retailer trying to find that sweet spot between standardization and adaptation. Its unique mission is to “create a better everyday life for the many people,” in particular, helping consumers with “thin wallets,” to be able to afford stylish furniture and home furnishings, as the store describes its niche. The company has 370 stores in 47 countries worldwide and a goal of 500 stores by 2020. To put its international footprint into perspective, IKEA has stores in more countries than Walmart and these are more profitable than Target and Lowe’s. In Beth Kowitt’s
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First of all, the company credits marketing research for much of its success. Mikael Ydholm, head of research, says “The more far away we go from our culture, the more we need to understand, learn, and adapt.” At the same time it must look for points where cultures intersect. With a focus on volume production, IKEA does not want to have to adapt its products for each country market. But it has figured out how to show the same product working into the lifestyles of different locations around the world. By visiting the homes of consumers in different countries it has uncovered the similarities and differences in how consumers around the world use and interact with IKEA products.
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This is supposed to be a group project.
For my ability's challenge, I did it on my own, no matter makeup,style etc.
Sorry for some works are missing and thank for your view.
I can be reached anytime via email at yiwinglee@gmail.com or my cell phone, +852 6050 1292.
Ikea
IKEA is a multinational retail company known for its self-assembly furniture. It was founded in Sweden in 1943 by Ingvar Kamprad and is now headquartered in the Netherlands. IKEA uses a low-cost business model, sourcing materials locally and having customers assemble furniture themselves. This allows IKEA to offer affordable prices while maintaining quality. The company has expanded globally using standardized products and supply chains. However, it has also adjusted its strategies and products to local cultures in different markets like China. Today, most IKEA stores operate as franchises through agreements with the company.
Clark Kokich - The View From The Corner Office - SIC2012
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Why client CEO’s are terrified of all your new digital technology and what to do about it.
Ikea
IKEA is a Swedish-founded multinational group known for its flat-pack furniture and do-it-yourself assembly model. Some of its most popular furniture lines include HEKTAR lamps, LACK side tables, and BILLY bookcases. While college students and families are big customers in many markets, IKEA has had to adapt to cultural differences between countries, such as stocking plastic roosters in China for the Year of the Rooster or setting up smaller showrooms to fit smaller Asian apartments. The document discusses IKEA's global expansion and questions how it can better reach different consumer markets while maintaining its strategy of low-cost, self-assembly furniture.
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This document outlines three key challenges for marketing: 1) Redefining what constitutes a "Big Idea" by asking different questions about customer pain points and strategic priorities, 2) Reversing the process from developing campaigns around existing channels to starting with a Big Idea and planning downward, and 3) Mastering collaborative innovation by bringing different functions together. The overall message is for marketing to change perceptions and realities by doing impactful work.
Clark kokich - why ceos are terrified of new digital technology and what to d...
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Clark outlines the challenges faced by the industry, presents some inspirational and successful case histories, and most importantly, presents a roadmap for succeeding in an ever-shifting media and consumer landscape. This session is a must-see for anyone who is seeking to understand where we have been, where we are now, and where we need to go in the future.
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The presentation entails:
1. Introduction of IKEA in brief.
2. IKEA's vision.
3. Reasons for its uniqueness.
4. Case study questions and answers.
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Home Depot and Dasani - Brand Fails
- 1. Home Depot Fails in China By, Ashley Harer
- 2. What is The Home Depot? • The Home Depot is an American retailer of home improvement and construction products and services.
- 3. When did stores open in China? • Entered the Chinese market in 2006 • 12 stores in total • All stores were closed by 2012
- 4. Why did it not work? • Home Depot conceded that it misread the coutry’s appetite for do-it-yourself products. “The market trend says this is more of a do-itfor-me culture,” a Home Depot spokeswoman said of China. –according to the Wall Street Journal • People connected more with stores like Ikea where everything you need for a project is all together
- 5. My Recommendation • • • • • More research Interview locals Understand the culture Change layout of stores to be more helpful In-store examples of easy ways to accomplish projects
- 6. Dasani Fails in Europe
- 7. What is Dasani • Coca Cola’s bottled water brand
- 8. Why did it not work? • Taglines like “Bottled Spunk” and “Can’t live without spunk” • Meant to symbolize youth in US, totally different meaning in UK
- 9. What else? • UK consumers had problem with Dasani coming from ‘pure’ sources and not from natural mineral or spring sources • The Food Standards Agency began investigation • Coca-Cola pulled all 500,000 bottles off shelf and abandoned European launch
- 10. My Recommendation • Take into account what similar successful products are doing • Research more for a more appropriate tagline • Get your water from natural mineral or spring sources