How does marketing affect customer value
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How does marketing affect customer value?
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Creative that cracks the code
The document discusses 6 advertising campaigns that were successful due to having a clever core idea. It provides examples such as the Mauka Mauka cricket meme ads in India and Kia's hamster car ads. The document advocates that ads should be entertaining but not too entertaining, as excessive entertainment can reduce persuasiveness. It also discusses how some campaigns used user engagement and participation, such as Oreo's daily cookie designs and Project Shiksha in India to educate children. The document concludes by discussing how some content providers strategically integrate ads to make them harder to skip or separate from the content people choose to watch.
Think apps, not ads
Mobile ads are an integral part of communication strategies but are ineffective. People dislike ads that pop up unexpectedly and are difficult to read on small mobile screens. While apps are not seen as intrusive like ads, their marketing space is also limited. To succeed, companies should add value to users through apps that are convenient, unique, social, offer incentives, and entertain users. Overall, apps are a more cost-effective way to engage mobile customers than traditional ad campaigns if they enhance users' experiences.
Preserve the Luxury or Extend the Brand
This case study examines the debate around whether the famous Château de Vallois wine estate in Bordeaux, France should preserve its luxury brand or extend into a lower-priced branded wine market. The estate has been family-owned for generations and is known for its high-quality, expensive Grand Vin wine. However, Claire, one of the owners, wants to introduce a lower-priced branded wine to attract younger consumers. The estate manager François argues they should preserve their luxury reputation and not risk damaging relations with their distributors. They also lack the resources and expertise for a new branded wine business. Both sides present arguments around the costs, benefits and risks of entering the new market segment.
Creativity in advertising when it works
Creative advertising is more memorable and effective than other types of advertising. It requires divergent thinking and the ability to find unusual solutions. Original ads contain novel, unique, and unexpected elements that depart from stereotypes. An original ad may include aesthetically appealing elements, unexpected details, or ideas that are blended in an original way. Pepsi's advertising in India has been very creative, targeting youth through humorous ads featuring young celebrities and icons. Their ads use taglines in Hindi to create an exciting, youthful brand image.
Preserve the luxury or Extend the brand?
This document discusses a proposal to change the business strategy of Chateau de Vallois, a family-owned wine estate. There is disagreement among stakeholders on whether to enter the affordable luxury wine market. While Clare de Valhubert supports expanding into new markets, Gaspard de Sauveterre and Francois de Sauveterre worry this will damage the brand's reputation. Experts caution that the estate lacks experience in mass marketing and managing multiple brands could distract from their core business. The document recommends creating separate business units and boards to oversee traditional and new brands to minimize risks to the estate's reputation.
KEY LEARNINGS
This document discusses key learnings from various modules related to communication, presentations, new product development, and marketing strategies. It provides tips for effective presentations that are well-prepared, engaging, and avoid unnecessary elements. It also outlines stages of new product development from idea generation to commercialization. Global market entry strategies and the need to balance global integration with local responsiveness are examined. Case studies of Dove's real beauty campaigns and the evolution of its branding are presented.
Summary
This document provides an overview of key learnings from various marketing modules, including communication strategies for presentations, new product development processes, international market entry strategies, and brand management techniques. It discusses concepts like the innovation imperative, new product success and failure factors, global pricing approaches, and marketing mix adaptation across countries. Case studies of Dove's real beauty campaign and Mountain Man beer's market expansion are analyzed. The importance of customer relationship management and building brand value through innovative initiatives is also highlighted.
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How does marketing affect customer value?
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Creative that cracks the code
The document discusses 6 advertising campaigns that were successful due to having a clever core idea. It provides examples such as the Mauka Mauka cricket meme ads in India and Kia's hamster car ads. The document advocates that ads should be entertaining but not too entertaining, as excessive entertainment can reduce persuasiveness. It also discusses how some campaigns used user engagement and participation, such as Oreo's daily cookie designs and Project Shiksha in India to educate children. The document concludes by discussing how some content providers strategically integrate ads to make them harder to skip or separate from the content people choose to watch.
Think apps, not ads
Mobile ads are an integral part of communication strategies but are ineffective. People dislike ads that pop up unexpectedly and are difficult to read on small mobile screens. While apps are not seen as intrusive like ads, their marketing space is also limited. To succeed, companies should add value to users through apps that are convenient, unique, social, offer incentives, and entertain users. Overall, apps are a more cost-effective way to engage mobile customers than traditional ad campaigns if they enhance users' experiences.
Preserve the Luxury or Extend the Brand
This case study examines the debate around whether the famous Château de Vallois wine estate in Bordeaux, France should preserve its luxury brand or extend into a lower-priced branded wine market. The estate has been family-owned for generations and is known for its high-quality, expensive Grand Vin wine. However, Claire, one of the owners, wants to introduce a lower-priced branded wine to attract younger consumers. The estate manager François argues they should preserve their luxury reputation and not risk damaging relations with their distributors. They also lack the resources and expertise for a new branded wine business. Both sides present arguments around the costs, benefits and risks of entering the new market segment.
Creativity in advertising when it works
Creative advertising is more memorable and effective than other types of advertising. It requires divergent thinking and the ability to find unusual solutions. Original ads contain novel, unique, and unexpected elements that depart from stereotypes. An original ad may include aesthetically appealing elements, unexpected details, or ideas that are blended in an original way. Pepsi's advertising in India has been very creative, targeting youth through humorous ads featuring young celebrities and icons. Their ads use taglines in Hindi to create an exciting, youthful brand image.
Preserve the luxury or Extend the brand?
This document discusses a proposal to change the business strategy of Chateau de Vallois, a family-owned wine estate. There is disagreement among stakeholders on whether to enter the affordable luxury wine market. While Clare de Valhubert supports expanding into new markets, Gaspard de Sauveterre and Francois de Sauveterre worry this will damage the brand's reputation. Experts caution that the estate lacks experience in mass marketing and managing multiple brands could distract from their core business. The document recommends creating separate business units and boards to oversee traditional and new brands to minimize risks to the estate's reputation.
KEY LEARNINGS
This document discusses key learnings from various modules related to communication, presentations, new product development, and marketing strategies. It provides tips for effective presentations that are well-prepared, engaging, and avoid unnecessary elements. It also outlines stages of new product development from idea generation to commercialization. Global market entry strategies and the need to balance global integration with local responsiveness are examined. Case studies of Dove's real beauty campaigns and the evolution of its branding are presented.
Summary
This document provides an overview of key learnings from various marketing modules, including communication strategies for presentations, new product development processes, international market entry strategies, and brand management techniques. It discusses concepts like the innovation imperative, new product success and failure factors, global pricing approaches, and marketing mix adaptation across countries. Case studies of Dove's real beauty campaign and Mountain Man beer's market expansion are analyzed. The importance of customer relationship management and building brand value through innovative initiatives is also highlighted.
Steinway & sons:buying a legend
it is based on case study of harvard business school.
These slides were created by sanket badhe, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)".
Case analysis
Grey Worldwide Hong Kong and China developed a customer relationship management (CRM) strategy called Grey Relationship Management (GRM) to reposition itself against increasing competition. GRM integrated traditional marketing with new technologies to provide a customized, Asia-specific CRM process. It aimed to build customer loyalty and differentiate Grey by managing knowledge and executing a customer-focused strategy. Implementing GRM required transforming Grey's culture, processes, skills and metrics to fully adopt CRM across the organization.
Grey Worldwide: Strategic Repositioning through CRM
This document discusses Grey's strategy to implement CRM (Customer Relationship Management) in Asia. Some key points:
- Grey lacks an integrated customer database but has an existing customer base, brand strength, and no legacy systems, allowing new CRM tools.
- CRM will provide a holistic customer management approach through specialization, data mining, profiling key customers, and tools like "Brand Futures+" and "CRM Charter".
- Grey will leverage its existing customer database, brand equity, and technology capabilities to capture the Asian e-marketing opportunity and redefine customer value through account managers and knowledge integration.
- The CRM strategy involves building an organizational culture with CRM orientation, training staff for
Saxonville Sausage Company
Saxonville Sausage Company is a 70-year old family business that generates $1.5 billion annually from various pork sausage brands. Their top-selling brand, Bratwurst, has seen flat sales recently. Their Italian sausage brand Vivio has grown but remains regionally focused in the Northeast. Saxonville assembled a team to research expanding Vivio nationally. Consumer research found that positioning Vivio around "Family Connection" resonated best by appealing to women's roles feeding their families. Their analysis concluded that building on Vivio's existing recognition and Saxonville's brand equity, while keeping the name familiar to loyal customers, offers the best approach to gaining national distribution and sales growth.
Branding yoga
This document discusses different business strategies used by Bikram Choudhary and Tara Stiles to market yoga in the US. Bikram Choudhary strengthened his yoga brand through copyrights and patents. He charged high fees for teacher training which helped his brand grow rapidly. Tara Stiles made yoga more accessible by removing Hindu elements, adding music, and marketing through social media. Both aimed to attract more students by adapting yoga to US audiences and values while protecting or spreading their unique styles.
Evolution of Dove
Dove launched its "Campaign for Real Beauty" in 2004 to promote a broader definition of beauty beyond narrow stereotypes. Market research found most women did not feel beautiful. The campaign featured everyday women and became very popular, but also faced some criticism. It helped boost Dove's sales significantly but also risked the brand being seen as only for "fat girls." Future marketing should better connect the campaign's message to Dove's products to address this risk.
What are the important brand architecture decisions in developing a branding ...
There are several important brand architecture decisions to consider when developing a branding strategy. These include whether to create a new brand, extend an existing brand, or use a combination of new and existing elements. Other decisions include whether to use line extensions, category extensions, individual brand names, a corporate umbrella name, or sub-brands. Finally, large businesses may use a brand portfolio to encompass multiple brands, services, and companies under one umbrella. Each brand in the portfolio often has its own trademarks but operates as an individual entity.
How is brand equit built, measured, and manged
1) The document discusses how brand equity is built through three main drivers: brand elements, products/services and marketing activities, and associations with other entities.
2) It provides examples of how companies like Microsoft, Virgin Mobile, and Airtel have leveraged these three drivers to build their brands.
3) The document also discusses how to measure and manage brand equity over time through brand audits, tracking studies, and making adjustments to marketing programs based on consumer response.
What is brand equity
Brand equity is the added value provided to products and services by a brand, as reflected in how consumers think, feel and act towards the brand. Customer-based brand equity refers to how the differential brand knowledge affects consumer responses to a brand's marketing. Consumers react more favorably to a brand's products and marketing when the brand has positive customer-based brand equity, and less favorably when it has negative brand equity. Lifebuoy is an example of a brand that has consistently maintained its key promises over time while introducing new variants and extensions tailored to changing consumer preferences.
What is brand, and how does branding work
Branding involves using names, symbols, or designs to identify and differentiate products and services from competitors. The earliest signs of branding in Europe involved medieval guilds requiring craftspeople to mark products to protect customers from inferior quality. Branding also benefits firms by simplifying product identification, organizing inventory records, and providing legal protection. For consumers, brands help evaluate identical products and signal quality and satisfaction. Successful branding strategies convince consumers that meaningful differences exist between brands in a category, whether through product attributes, benefits, or non-product related means.
What are important trends in marketing practices
This document outlines 12 strategies for organizational change: reengineering by appointing cross-departmental teams; outsourcing by purchasing more goods and services externally; benchmarking against best practices; supplier partnering with fewer but better value-adding suppliers; merging with similar or complementary firms; globalizing by thinking globally and acting locally; flattening the organizational structure; focusing on the most profitable businesses and customers; justifying actions by measuring outcomes; accelerating response time to changes; empowering employees; and broadening consideration to all stakeholders.
How can a company improve its marketing skills
Marketing implementation focuses on who, where, when and how marketing activities are carried out. Marketing control assesses the effects of marketing activities and programs to determine if changes are needed. The document discusses annual plan control, profitability control, efficiency control, strategic control, the marketing audit, and the marketing excellence review as tools for implementation and control of marketing programs and activities.
How can companies be responsible social marketers
The document discusses socially responsible business models and marketing strategies. It covers cause-related marketing, social marketing campaigns focused on cognitive, action, behavioral and value changes, and the benefits of companies innovating in a socially responsible way like building brand awareness, enhancing image, and establishing credibility. The key message is that businesses that act socially responsible through their solutions and values are most likely to succeed.
What are the keys to effective internal marketing
The document discusses different ways to organize a marketing department including functional, geographic, product-based, market-based, and matrix organizational structures. It also notes that the marketing department should coordinate internal marketing activities with other departments like finance and operations to serve customers. Finally, it provides recommendations for building a creative marketing organization such as developing passion for customers, organizing around customer segments, and understanding customers through research.
20 3
There are key differences in marketing strategies between developing and developed markets. In developing markets, companies must adapt to local conditions like infrastructure challenges, income levels below $2/day, inefficient distribution networks, and volatile currencies. Successful companies in developing markets understand the local culture and languages, tailor affordable products to local needs, and find innovative solutions to distribution problems. The main developing markets discussed are BRICS countries (Brazil, Russia, India, China, South Africa), Indonesia, and West Africa, which provide significant revenue opportunities for multinational companies.
How should marketers adjust their strategies and tactics for an economic down...
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
What marketing strategies are appropriate at each stage of the product life c...
What marketing strategies are appropriate at each stage of the product life cycle?
How can market followers or nichers compete effectively?
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
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Steinway & sons:buying a legend
it is based on case study of harvard business school.
These slides were created by sanket badhe, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)".
Case analysis
Grey Worldwide Hong Kong and China developed a customer relationship management (CRM) strategy called Grey Relationship Management (GRM) to reposition itself against increasing competition. GRM integrated traditional marketing with new technologies to provide a customized, Asia-specific CRM process. It aimed to build customer loyalty and differentiate Grey by managing knowledge and executing a customer-focused strategy. Implementing GRM required transforming Grey's culture, processes, skills and metrics to fully adopt CRM across the organization.
Grey Worldwide: Strategic Repositioning through CRM
This document discusses Grey's strategy to implement CRM (Customer Relationship Management) in Asia. Some key points:
- Grey lacks an integrated customer database but has an existing customer base, brand strength, and no legacy systems, allowing new CRM tools.
- CRM will provide a holistic customer management approach through specialization, data mining, profiling key customers, and tools like "Brand Futures+" and "CRM Charter".
- Grey will leverage its existing customer database, brand equity, and technology capabilities to capture the Asian e-marketing opportunity and redefine customer value through account managers and knowledge integration.
- The CRM strategy involves building an organizational culture with CRM orientation, training staff for
Saxonville Sausage Company
Saxonville Sausage Company is a 70-year old family business that generates $1.5 billion annually from various pork sausage brands. Their top-selling brand, Bratwurst, has seen flat sales recently. Their Italian sausage brand Vivio has grown but remains regionally focused in the Northeast. Saxonville assembled a team to research expanding Vivio nationally. Consumer research found that positioning Vivio around "Family Connection" resonated best by appealing to women's roles feeding their families. Their analysis concluded that building on Vivio's existing recognition and Saxonville's brand equity, while keeping the name familiar to loyal customers, offers the best approach to gaining national distribution and sales growth.
Branding yoga
This document discusses different business strategies used by Bikram Choudhary and Tara Stiles to market yoga in the US. Bikram Choudhary strengthened his yoga brand through copyrights and patents. He charged high fees for teacher training which helped his brand grow rapidly. Tara Stiles made yoga more accessible by removing Hindu elements, adding music, and marketing through social media. Both aimed to attract more students by adapting yoga to US audiences and values while protecting or spreading their unique styles.
Evolution of Dove
Dove launched its "Campaign for Real Beauty" in 2004 to promote a broader definition of beauty beyond narrow stereotypes. Market research found most women did not feel beautiful. The campaign featured everyday women and became very popular, but also faced some criticism. It helped boost Dove's sales significantly but also risked the brand being seen as only for "fat girls." Future marketing should better connect the campaign's message to Dove's products to address this risk.
What are the important brand architecture decisions in developing a branding ...
There are several important brand architecture decisions to consider when developing a branding strategy. These include whether to create a new brand, extend an existing brand, or use a combination of new and existing elements. Other decisions include whether to use line extensions, category extensions, individual brand names, a corporate umbrella name, or sub-brands. Finally, large businesses may use a brand portfolio to encompass multiple brands, services, and companies under one umbrella. Each brand in the portfolio often has its own trademarks but operates as an individual entity.
How is brand equit built, measured, and manged
1) The document discusses how brand equity is built through three main drivers: brand elements, products/services and marketing activities, and associations with other entities.
2) It provides examples of how companies like Microsoft, Virgin Mobile, and Airtel have leveraged these three drivers to build their brands.
3) The document also discusses how to measure and manage brand equity over time through brand audits, tracking studies, and making adjustments to marketing programs based on consumer response.
What is brand equity
Brand equity is the added value provided to products and services by a brand, as reflected in how consumers think, feel and act towards the brand. Customer-based brand equity refers to how the differential brand knowledge affects consumer responses to a brand's marketing. Consumers react more favorably to a brand's products and marketing when the brand has positive customer-based brand equity, and less favorably when it has negative brand equity. Lifebuoy is an example of a brand that has consistently maintained its key promises over time while introducing new variants and extensions tailored to changing consumer preferences.
What is brand, and how does branding work
Branding involves using names, symbols, or designs to identify and differentiate products and services from competitors. The earliest signs of branding in Europe involved medieval guilds requiring craftspeople to mark products to protect customers from inferior quality. Branding also benefits firms by simplifying product identification, organizing inventory records, and providing legal protection. For consumers, brands help evaluate identical products and signal quality and satisfaction. Successful branding strategies convince consumers that meaningful differences exist between brands in a category, whether through product attributes, benefits, or non-product related means.
What are important trends in marketing practices
This document outlines 12 strategies for organizational change: reengineering by appointing cross-departmental teams; outsourcing by purchasing more goods and services externally; benchmarking against best practices; supplier partnering with fewer but better value-adding suppliers; merging with similar or complementary firms; globalizing by thinking globally and acting locally; flattening the organizational structure; focusing on the most profitable businesses and customers; justifying actions by measuring outcomes; accelerating response time to changes; empowering employees; and broadening consideration to all stakeholders.
How can a company improve its marketing skills
Marketing implementation focuses on who, where, when and how marketing activities are carried out. Marketing control assesses the effects of marketing activities and programs to determine if changes are needed. The document discusses annual plan control, profitability control, efficiency control, strategic control, the marketing audit, and the marketing excellence review as tools for implementation and control of marketing programs and activities.
How can companies be responsible social marketers
The document discusses socially responsible business models and marketing strategies. It covers cause-related marketing, social marketing campaigns focused on cognitive, action, behavioral and value changes, and the benefits of companies innovating in a socially responsible way like building brand awareness, enhancing image, and establishing credibility. The key message is that businesses that act socially responsible through their solutions and values are most likely to succeed.
What are the keys to effective internal marketing
The document discusses different ways to organize a marketing department including functional, geographic, product-based, market-based, and matrix organizational structures. It also notes that the marketing department should coordinate internal marketing activities with other departments like finance and operations to serve customers. Finally, it provides recommendations for building a creative marketing organization such as developing passion for customers, organizing around customer segments, and understanding customers through research.
20 3
There are key differences in marketing strategies between developing and developed markets. In developing markets, companies must adapt to local conditions like infrastructure challenges, income levels below $2/day, inefficient distribution networks, and volatile currencies. Successful companies in developing markets understand the local culture and languages, tailor affordable products to local needs, and find innovative solutions to distribution problems. The main developing markets discussed are BRICS countries (Brazil, Russia, India, China, South Africa), Indonesia, and West Africa, which provide significant revenue opportunities for multinational companies.
How should marketers adjust their strategies and tactics for an economic down...
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
What marketing strategies are appropriate at each stage of the product life c...
What marketing strategies are appropriate at each stage of the product life cycle?
How can market followers or nichers compete effectively?
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
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Grey Worldwide: Strategic Repositioning through CRM
What are the important brand architecture decisions in developing a branding ...
What are the important brand architecture decisions in developing a branding ...
How should marketers adjust their strategies and tactics for an economic down...
How should marketers adjust their strategies and tactics for an economic down...
What marketing strategies are appropriate at each stage of the product life c...
What marketing strategies are appropriate at each stage of the product life c...
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8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
→ 【关于价格问题（保证一手价格）
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
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
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！
Business storytelling: key ingredients to a story
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
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- 16. Core competency Characteristics Source of Competitive advantage Application in variety of markets Difficult for competitors to imitate low price Has expended to a no. of markets and countries Difficult to imitate supply chain efficiency to get low cost