This document provides details about a project to introduce handmade soaps by an organization called LUSH. It outlines the target markets for these soaps as being those interested in healthier, non-chemical, and fresher soap options. The mission is to reduce customer preference for competitors' products from 80% to 30% within a year. It then describes how the organization will apply various integrated marketing communication methods like trade shows, discounts, samples, advertising, public relations, direct marketing, and cause marketing to promote the handmade soaps and achieve their mission. Key activities include a live soap-making show and art gallery to generate interest and sales promotions to encourage trial.
These slides were created by Maulshri Pathak from UIT RGPV as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com
The first Starbucks opened in Seattle, Washington, on March 30, 1971,
By three partners who met while they were students at the University of San Francisco
English teacher Jerry Baldwin
History teacher Zev Siegl, and
Writer Gordon Bowker
The three were inspired to sell high-quality coffee beans and equipment by coffee roasting entrepreneur Alfred Peet after he taught them his style of roasting beans.
These slides were created by Maulshri Pathak from UIT RGPV as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com
The first Starbucks opened in Seattle, Washington, on March 30, 1971,
By three partners who met while they were students at the University of San Francisco
English teacher Jerry Baldwin
History teacher Zev Siegl, and
Writer Gordon Bowker
The three were inspired to sell high-quality coffee beans and equipment by coffee roasting entrepreneur Alfred Peet after he taught them his style of roasting beans.
Cola Wars - Coke Vs Pepsi Harvard Business School Case StudyMohan Kanni
A brief presentation on case study Cola Wars where we try to analyse the past history and predict the future of their business and growth opportunities from a Marketing Management Perspective.
The project describes the sales and distribution network adopted by coca cola beverages in india. It mentions the problems which are faced by the company.
This was a final presentation that I made for a Media Sales course at the University of Illinois. My assignment asked me to design a promotional plan that would reach more male consumers to the brand. Creating a rebranding of Lush cosmetics required creativity and market research about the industry as a whole.
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)".
Crafting winning strategies in a mature market - US wine marketSaurabh Arora
The Industry Landscape in 2001
US: 4th largest wine producer in the world
US: 34th in world per capita wine consumption
Top 8 firms produce more than 75% of all the wine volume
Estimated 2500 firms produce the remaining 25%
Dominance of few large players in the low price market
Greater shelf space & high marketing budget
1990s: Consolidation of retailers and distributors across US
No of distributors fell from 5000 to 250 by 2000
Only 50 to 100 left with access to widespread national distribution
Large retail consolidation in US
Top 10 supermarkets control 55% of the US market in 2000
Majority of producers are focused on low volume/high price to gain maximum return/margin
Distributors are focused on high volume/low price to maximize economies of scale
Near impossible for a new company to establish itself
Low barriers invite more players to wine market
Porter’s five forces analysis
Threat of new entrants – HIGH
Low barriers to entry for new players in wine industry
Firms spent 40% of their expenditures on marketing and distribution
Existing rivalries in industry – HIGH
Total no of wineries in US increased by more than 400%
Glut of grape supply due to low growth in demand
This put downward pressure on price and margins
Bargaining power of Buyers – HIGH
More players are entering the market
Production outstripped demand by 20%
Consolidation of retailer and distributor
Bargaining power of Suppliers – LOW
Wine producers with their own vineyards attempts to control the operations starting from production to distribution
Threat of Substitutes – LOW for Budget
Only 10% people drank wine regularly
Of the remaining 90%, 46% preferred beer or spirits
35% drank alcoholic beverages other than wine
This presentation highlights overview of Ducati company, its product segments and other functions to explain its strategy behind achieving growth and success.
Starbucks India Communication Strategy- Has the details of the starbucks market worldwide and in India as of Dec 2014, the story of starbucks, the product price map, the product adoption life cycle, a swot analysis for starbucks , the positioning of starbucks , the value chain of starbucks, competitors of starbucks and the future aspects of starbucks in india
A group case study project as part of the Marketing Management Post-Graduate course work exploring the acquisition of Snapple by Quaker and then Triarc.
Howard schultz : building starbucks communitySaurabh Arora
Reason for success
Having well developed values, culture and charter
Willingness to move out of comfort zone – Introduces flavours of milk
Ensuring that the organisational culture is adhered to globally
Making changes and customising according to local culture
Providing employee benefits and making them feel a part of the family – ESOPs, Training
Conclusion
Howard Schultz’s vision has ensured that Starbucks has been a market leader
He revolutionized the coffee experience – From a regular to commodity to a third place experience
Having their own culture and innovative spirit has kept them ahead of their competitors
Recommendations
Starbucks must maintain the competitive advantage by keeping to its own distinctive culture
Listening and adapting to its customers and their needs
Adapting to localised cultures and developing a culture in each location that is apt
New products should be developed – Look beyond coffee to attract the Asian market
Social Media Report - Soft Drinks (Australia and New Zealand)Unmetric
A deep-dive analysis of the social media performance of the top soft drink brands in Australia and new Zealand. Engagement Metrics, Campaign Intel and much more in this report.
Cola Wars - Coke Vs Pepsi Harvard Business School Case StudyMohan Kanni
A brief presentation on case study Cola Wars where we try to analyse the past history and predict the future of their business and growth opportunities from a Marketing Management Perspective.
The project describes the sales and distribution network adopted by coca cola beverages in india. It mentions the problems which are faced by the company.
This was a final presentation that I made for a Media Sales course at the University of Illinois. My assignment asked me to design a promotional plan that would reach more male consumers to the brand. Creating a rebranding of Lush cosmetics required creativity and market research about the industry as a whole.
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)".
Crafting winning strategies in a mature market - US wine marketSaurabh Arora
The Industry Landscape in 2001
US: 4th largest wine producer in the world
US: 34th in world per capita wine consumption
Top 8 firms produce more than 75% of all the wine volume
Estimated 2500 firms produce the remaining 25%
Dominance of few large players in the low price market
Greater shelf space & high marketing budget
1990s: Consolidation of retailers and distributors across US
No of distributors fell from 5000 to 250 by 2000
Only 50 to 100 left with access to widespread national distribution
Large retail consolidation in US
Top 10 supermarkets control 55% of the US market in 2000
Majority of producers are focused on low volume/high price to gain maximum return/margin
Distributors are focused on high volume/low price to maximize economies of scale
Near impossible for a new company to establish itself
Low barriers invite more players to wine market
Porter’s five forces analysis
Threat of new entrants – HIGH
Low barriers to entry for new players in wine industry
Firms spent 40% of their expenditures on marketing and distribution
Existing rivalries in industry – HIGH
Total no of wineries in US increased by more than 400%
Glut of grape supply due to low growth in demand
This put downward pressure on price and margins
Bargaining power of Buyers – HIGH
More players are entering the market
Production outstripped demand by 20%
Consolidation of retailer and distributor
Bargaining power of Suppliers – LOW
Wine producers with their own vineyards attempts to control the operations starting from production to distribution
Threat of Substitutes – LOW for Budget
Only 10% people drank wine regularly
Of the remaining 90%, 46% preferred beer or spirits
35% drank alcoholic beverages other than wine
This presentation highlights overview of Ducati company, its product segments and other functions to explain its strategy behind achieving growth and success.
Starbucks India Communication Strategy- Has the details of the starbucks market worldwide and in India as of Dec 2014, the story of starbucks, the product price map, the product adoption life cycle, a swot analysis for starbucks , the positioning of starbucks , the value chain of starbucks, competitors of starbucks and the future aspects of starbucks in india
A group case study project as part of the Marketing Management Post-Graduate course work exploring the acquisition of Snapple by Quaker and then Triarc.
Howard schultz : building starbucks communitySaurabh Arora
Reason for success
Having well developed values, culture and charter
Willingness to move out of comfort zone – Introduces flavours of milk
Ensuring that the organisational culture is adhered to globally
Making changes and customising according to local culture
Providing employee benefits and making them feel a part of the family – ESOPs, Training
Conclusion
Howard Schultz’s vision has ensured that Starbucks has been a market leader
He revolutionized the coffee experience – From a regular to commodity to a third place experience
Having their own culture and innovative spirit has kept them ahead of their competitors
Recommendations
Starbucks must maintain the competitive advantage by keeping to its own distinctive culture
Listening and adapting to its customers and their needs
Adapting to localised cultures and developing a culture in each location that is apt
New products should be developed – Look beyond coffee to attract the Asian market
Social Media Report - Soft Drinks (Australia and New Zealand)Unmetric
A deep-dive analysis of the social media performance of the top soft drink brands in Australia and new Zealand. Engagement Metrics, Campaign Intel and much more in this report.
Its a Presentation on a case study based on Sula Wines, How it works, what are the Wine making steps, what is contract farming and who was the founder behind this great success.
Imc presentation by shyam sundar gour on PatanjaliShyam Gour
Hi all,
This is the Integrated Marketing Communication Plan... Which I have prepared along with my group for Patanjali Beauty Cream..
Hope you will like it.
IMC, Media Planning, Media Budget, Marketing plan, ATL and BTL, Above the line and below the line, Media selection, Communication Strategy and Plan, IMC program
Media Planning for Kiehl's :
- The Media, Advertising, Consumer Relationship
- Brands, Markets and Consumer Understanding
- Objective setting and Budgets
- Media Weights and Scheduling Strategies
- Consumer Engagement and Digital Media
- Principles of Planning Media Strategy
- Media Mix decisions
- Media Plan
Nespresso case analysis for a Channel Management course within IE Business School's Master in International Management marketing specialization. Delivered to Professor Fernando Cortinas and Professor Maria Teresa Aranzabal Harreguy.
Introducing a brand new medium of advertising | Your Brand in Customer's Hand.
In the business of advertising, you seldom get a second chance to make the first impression. And that is why you must choose a medium which not only makes a mark on consumer’s mind but also engages them to make a deeper impression.
Tea time is a very personal and feel good moment for every Indian. CupShup aims to stimulate discussions and engage the consumers in a way and mindset that no other media can.That is precisely why we claim to be the most effective medium of advertising.
www.CupShup.co.in
Cup shup case study_babajob_Paper Cup AdvertisingSidharth Singh
From Stable of CupShup, a pioneer of Paper Cup Advertising in India, the campaign for Babajobs was done in Bengaluru. Paper Cup Advertising is one of the most effective medium of advertising. The campaign was a success bringing a lot of traffic to Babajobs.
2. Preview
• Introduction of Handmade Soaps
• Analysis of Target Markets
• Missions of Project
• Messages (Blue Print)
• Application of 7 IMC Methods
• Integration of 3 IMC Methods
3. Place Convenience
Physical stores globally (Over 700 locations)
Prime and high-end area (Posh locations)
Online store (47 countries)
Introduction of Handmade Soaps
• Colorful and various appearances
• Limited edition for festivals
• Special design for environment-friendly events
• 100% vegetarian
• Finest oil
• Preservative free (60%)
• No animal-fat
• Local ingredients
• Time-critical shelf lives
• Refrigerator requires
• Limited inventory
• Handmade and small batches
• Human-test only (No animal test)
• Naked products (70%)
• Recycled package
• Charity Pot
• Price by weights
• Cheaper than brands in same sector
Organic Fresh
ENV-
Friendly
Valuable Happy
Price Value
• Higher than local supermarkets
• Less than competitors(The Body Shop)
• Priced by weights
4. Target Markets
• Healthier soaps: protect skin
• Non chemical soaps: environmental
conscious
• Fresher soaps: contain little or non
preservatives
• Valuable soaps: special function, model,
and smell, happy mood
6. BLUEPRINT LIST 1
“ Are you looking for a cute soap and good smell soap?”“ Do you feel bored about your soap
when you are taking a shower?”
“ Want to have a seasoned edition soap
as a holiday gift for your friends?”
7. BLUEPRINT LIST 2
• “ Compared to Brand Dxxx, our soap has
more colors to be chosen.”
• “ Our soaps’ natural smell is always better
than the Brand Dxxx.”
• “ We provide more options of soaps for
customers than others.”
8. BLUEPRINT LIST 3
• “ 80% of customers feel happier to use our
soap during a shower.”
• “ 70% of customers feel Lush soaps is a best
option for holidays’ gifts.”
• “ 75% of customers feel Lush soaps is worth
to be used everyday.”
9. Application of 7 IMC Methods
Trade Shows
• Live show and art gallery
Discounts
• Different discounts for the visitors
Samples
• Handmade soap samples for visitors
Sales Promotion
10. Application of 7 IMC Methods
Use quote: increase credibility
Invite: reporter and famous people
Experience writing: Cosmetic magazines,
Newspaper, Twitter, Blog, Facebook etc.
Marketing Public Relation
11. Application of 7 IMC Methods
Create some more soaps:
• Special, unique, and different
Provide more information:
• Organic and fresh.
Try soaps in store:
• Yes, get action
• No, more sample
Personal Selling
12. Application of 7 IMC Methods
Advertising
Transportation advertisings
Flyers
Official website/ Facebook/ Twitter
13. Application of 7 IMC Methods
• Identify cause: Help other people to enjoy shower
• Cause organizations:
Red Cross, non-profit orphanage or nursing-home etc.
• Opportunities：Build up excellent image
• Integration: MPR, Advertising, Sales Promotion etc.
Cause Marketing
14. Application of 7 IMC Methods
Direct Marketing
Collecting database :
• Physical stores
• Purchasing record from online store
• Outside sourcing
15. Application of 7 IMC Methods
Direct Marketing
When we have potential or exiting
customers database:
Send out commercial email
• Designed
• Packaged
• Once per week
16. Application of 7 IMC Methods
E-Communication
• Redesign our website (psychographic)
• Google Ad-words
• Re-manage social media
• Facebook for news, activities, stories etc.
• Instagram for posting different style pics
17. Handmade Soaps Live Show
• Experience LUSH soaps: better than words
• Build image of physical features: handmade,
organic, fresh, varieties of flavor available, special
shape)
• Express mental features: happiness related to
shower time
• Generate potential customers from audiences
Handmade Soaps Art Gallery
• Convey the happiness of hand making soaps to public
• Last the attraction from previous activity
• Get more attention from customers
• Emphasize the happiness related to shower time
Integration of 3 IMC Methods
Handmade
Soaps
Live Show
Handmade
Soaps
Art Gallery
Other
SP
MPR Cause
MKT
AD.
Handmade
Soaps
Art Gallery
18. Integration of 3 IMC Methods Other
SP
Discounts for the visitors
• 20%: join the show
• 5%: watched the show
• 5%: visit the gallery
Samples
• Deluxe samples: Join the show
• Small samples: Watch the show
and visit the gallery
19. Integration of 3 IMC Methods
Donate soaps to orphanage or
nursing-home
• Bring happiness of shower to others
• Build up the brand image
Hold auction and donate money
to Non-profit organizations
• Build up the reputation
Cause
MKT
20. Integration of 3 IMC Methods
MPR
“Everyone who has ever taken a shower has an idea. It
is a person gets out of the shower, dries off and does
something about it. Who make a difference?”
By Nolan Key Bushnell
21. Integration of 3 IMC Methods
“Gets wet, dries off, gets wet, dries off, everyday again
and again. When I feel bored on taking same routine of
shower, LUSH brings me a miracle.”
By S.
MPR
22. MPR
Integration of 3 IMC Methods
“Spread your happiness around the
world, give what you have to the
people who need it. LUSH donated
soaps for kids, it is the best thing
that have ever happened.”
By S.
