The cereal market is facing stagnation as consumer habits change and people eat breakfast on the go more. Cereal companies have tried various marketing strategies like new flavors, promotions, and partnerships but sales are still declining for most brands. Experts suggest rethinking cereal packaging to make it more portable and convenient for modern lifestyles, with ideas like resealable bags, canisters that allow mixing flavors, or combining cereal and milk in single-serve packages. Reinventing the cereal container may be needed to revive interest in the category.
Strategické plánování kampaní na Facebooku s Pavlem TekelemSun Marketing
Partner Manager Facebooku pro CEE region si společně se Sun Marketingem připravil inspirativní přednášky o novinkách a trendech v komunikaci na Facebooku i obecně v digitálním světě.
Welcome to the latest edition of our Snapshot. In this edition, we will demonstrate how collaborations help businesses to stay on top of the game and generate more sales and stay relevant for their customers.
The report is divided into three parts:
Expanding Customer Segments- Collaborations are launched to expand existing customer segments and open up promising industry segments.
Enhancing Product & Service Experience - Enhancing the product and service experience in order to engage existing customers even more and tie them stronger to the brand.
Cultivating Existing Relationships- Enhancing customer satisfaction beyond core offerings to strengthen customer loyalty.
Strategické plánování kampaní na Facebooku s Pavlem TekelemSun Marketing
Partner Manager Facebooku pro CEE region si společně se Sun Marketingem připravil inspirativní přednášky o novinkách a trendech v komunikaci na Facebooku i obecně v digitálním světě.
Welcome to the latest edition of our Snapshot. In this edition, we will demonstrate how collaborations help businesses to stay on top of the game and generate more sales and stay relevant for their customers.
The report is divided into three parts:
Expanding Customer Segments- Collaborations are launched to expand existing customer segments and open up promising industry segments.
Enhancing Product & Service Experience - Enhancing the product and service experience in order to engage existing customers even more and tie them stronger to the brand.
Cultivating Existing Relationships- Enhancing customer satisfaction beyond core offerings to strengthen customer loyalty.
Now, more than ever, it is imperative for brands to develop a holistic brand strategy that resonates with consumers; yet the current model does not meet this need. Conversation, a full-service marketing firm, creates that unified brand strategy. We have conducted extensive research to craft a point of view on the past, present, and future of marketing.
giffgaff's Strategy - The Underdog Leading in CXLHBS
giffgaff’s network users are not only at the heart of their business, they are their business. A consistent brand image has brought them out on top in customer satisfaction in the UK, outperforming all competitors including O2, EE and Virgin.
How are they continuing to encourage and harness the power of a loyal and engaged community? How do they continue to deliver mutually beneficial value while staying true to their core values?
This report will introduce giffgaff’s core ideas, and explore their Customer Value Proposition using our CVP Canvas to identify the brand initiatives around product innovation, added-value services, shopping experience, and communication that contributed to exceptional customer experience.
The LHBS Snapshot is a monthly series of cases including some of the most interesting insights and inspiration from the three following areas: business development, brand building & customer experience.
All signs come straight out of LHBS Inspiration-Hub, a digital platform that tracks changes in people, markets and technology to bring customized & curated insights and inspiration to organizations.
"Netflix of Radio” delivers audio content on demand. A collection of signs and cases relating to audio content and how it is evolving with changing consumer behaviors and technologies.
The LHBS Snapshot is a monthly series of cases including some of the most interesting insights and inspiration from the three following areas: business development, brand building & customer experience.
All signs come straight out of LHBS Inspiration-Hub, a digital platform that tracks changes in people, markets and technology to bring customized & curated insights and inspiration to organizations.
Dental TV ads are a high-risk dental marekting medium. Before investing your time & your marketing budget on this medium, make sure to do your homework!
Local Media Advertising: a $130 billion industry in transitionNathan Schock
There are three big trends driving the transition of the local media advertising industry: media fragmentation, ad blocking and trust-based advertising. As the president of a startup in this space, I've been tracking these trends for several years. This is a white paper I developed on those trends.
How is Advertising at Cinema potential? Yeah1Cinema Credentialuyenphuong96
Advertising at Cinema is quite popular and effective in recent years in Vietnam. However, How effective is it? and How can Client apply to their campaign? Yeah1Cinema is pleasure to introduce aboput our service and give some impressive information about Advertising sevices at Cinema
Now, more than ever, it is imperative for brands to develop a holistic brand strategy that resonates with consumers; yet the current model does not meet this need. Conversation, a full-service marketing firm, creates that unified brand strategy. We have conducted extensive research to craft a point of view on the past, present, and future of marketing.
giffgaff's Strategy - The Underdog Leading in CXLHBS
giffgaff’s network users are not only at the heart of their business, they are their business. A consistent brand image has brought them out on top in customer satisfaction in the UK, outperforming all competitors including O2, EE and Virgin.
How are they continuing to encourage and harness the power of a loyal and engaged community? How do they continue to deliver mutually beneficial value while staying true to their core values?
This report will introduce giffgaff’s core ideas, and explore their Customer Value Proposition using our CVP Canvas to identify the brand initiatives around product innovation, added-value services, shopping experience, and communication that contributed to exceptional customer experience.
The LHBS Snapshot is a monthly series of cases including some of the most interesting insights and inspiration from the three following areas: business development, brand building & customer experience.
All signs come straight out of LHBS Inspiration-Hub, a digital platform that tracks changes in people, markets and technology to bring customized & curated insights and inspiration to organizations.
"Netflix of Radio” delivers audio content on demand. A collection of signs and cases relating to audio content and how it is evolving with changing consumer behaviors and technologies.
The LHBS Snapshot is a monthly series of cases including some of the most interesting insights and inspiration from the three following areas: business development, brand building & customer experience.
All signs come straight out of LHBS Inspiration-Hub, a digital platform that tracks changes in people, markets and technology to bring customized & curated insights and inspiration to organizations.
Dental TV ads are a high-risk dental marekting medium. Before investing your time & your marketing budget on this medium, make sure to do your homework!
Local Media Advertising: a $130 billion industry in transitionNathan Schock
There are three big trends driving the transition of the local media advertising industry: media fragmentation, ad blocking and trust-based advertising. As the president of a startup in this space, I've been tracking these trends for several years. This is a white paper I developed on those trends.
How is Advertising at Cinema potential? Yeah1Cinema Credentialuyenphuong96
Advertising at Cinema is quite popular and effective in recent years in Vietnam. However, How effective is it? and How can Client apply to their campaign? Yeah1Cinema is pleasure to introduce aboput our service and give some impressive information about Advertising sevices at Cinema
This brochure “Working at Yokogawa” gives you an idea about Yokogawa Europe as a company.
Topics are:
- About Yokogawa
- Yokogawa - your competitive edge
- Yokogawa’s Business Pillars in Europe
- Leading-edge technology
- You and Yokogawa
- Our people
- Not Just a Job but a Career!
Brochure of Yokogawa's Fast/Tools Supervisory SystemsYokogawa
FAST/TOOLS is a web-based real-time operations management and visualization software suite that brings revolutionary changes to real-time process information intelligence. This Enterprise Operations Solution has architectural benefits that significantly advance efficiency, security and improve operational agility of remote Process Management infrastructures.
Content Marketing: new introduction to an old marketing ideaPeter Sigrist
Content marketing - the latest new idea to hit to world of marketing, or just an old idea rebadged? I argue that although content marketing has been around for years, it nevertheless deserves attention because it encourages companies and brands to think more clearly about content, audiences and measuring performance.
The 10 Rules of Engagement in a Multi-Platform World Fyber
SponsorPay is proud to announce its white paper on the 10 Rules of Engagement in a Multi-Platform World.
The white paper addresses an important challenge brands are facing today. Consumers’ attention has become fragmented due to the multiple devices they use on a daily basis, meaning advertisers have to work harder to engage with consumers on the devices where they are spending the most time.
To be successful in a multi-platform world, brands need to consider best practices such as being authentic towards their consumers, leveraging different advertising channels and devices as well as generating great content in order to foster a successful and engaging relationship with consumers. SponsorPay’s white paper on engagement in a multi-platform world shares best practices for brands to take advantage of the trends and be successful in this changing environment.
The 10 Rules of Engagement in a Multi-Platform World SponsorPay GmbH
SponsorPay is proud to announce its white paper on the 10 Rules of Engagement in a Multi-Platform World.
The white paper addresses an important challenge brands are facing today. Consumers’ attention has become fragmented due to the multiple devices they use on a daily basis, meaning advertisers have to work harder to engage with consumers on the devices where they are spending the most time.
To be successful in a multi-platform world, brands need to consider best practices such as being authentic towards their consumers, leveraging different advertising channels and devices as well as generating great content in order to foster a successful and engaging relationship with consumers. SponsorPay’s white paper on engagement in a multi-platform world shares best practices for brands to take advantage of the trends and be successful in this changing environment.
50 great reasons and creative examples for brands to use branded entertainmen...nous sommes vivants
Branded entertainment is not only "fun" brand content it's all the types of brand content that can satisfy the centers of interest of an audience on TV or on line : sports, music, films, ... It's not editorial content however it embodies the brand values and communicates on it's products.
1- Brands as fun destinations
Firstly, we're all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves.
2- Branded fun for new brand fans
Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz.
3- Fun campaigns to promote fun contents
Brands investing in branded entertainment don‘t simply advertise on line. They use the tools that are available to best promote their content : paid media, owned media, earned media.
4- The new brand to fans relationship
Brands are able to develop an enduring direct-to-consumer relationship thanks to the quality content, however their potential fan base is much wider than their brand fans and they need to animate the extended fan community.
5- Live events for real time experiences
Communication enters a new era of real time marketing and brands come to life when people access their content all together at the same time and share their experience.
6- Data to spot fun insights on consumers
Trust me you are going to need it to do all the above !
Use this hashtag to participate in this document, join the conversation, or have a 5 mn laught at work #entertain_me
A company manufactures breakfast cereals. The company has created a .pdfamithkumar18340
A company manufactures breakfast cereals. The company has created a new cereal and it will be
available in grocery stores in a few weeks. Currently, the company is considering different ways
to advertise the product. What are the different media that can be used to advertise the new cereal
and what are the important factors in each media that should be considered in making the
decision?
Solution
Advertising Agencies Businesses need advertising agencies to help them generate
awareness, and more importantly, interest in their offerings. This is one of the best resources out
there for finding those who can best utilize the advertising media, advertising agencies.
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Luxury Yacht Charter | St. Louis Mold Inspection Advertising Media Planning: A Primer 1.
Introduction The two basic tasks of marketing communications are message creation and
message dissemination. Media planning supports message dissemination. Media planning helps
you determine which media to use--be it television programs, newspapers, bus-stop posters, in-
store displays, banner ads on the Web, or a flyer on Facebook. It also tells you when and where
to use media in order to reach your desired audience. Simply put, media planning refers to the
process of selecting media time and space to disseminate advertising messages in order to
accomplish marketing objectives. When advertisers run commercials during the Super Bowl
game at more than $2.5 million per thirty-second spot, for example, media planners are involved
in the negotiation and placement. Media planners often see their role from a brand contact
perspective. Instead o.
J'ai rédigé ce document qui collecte des faits et des exemples internationnaux dans la perspective du prochain PARIS 2.0 qui aura lieu fin Février début Mars et au cours duquel les profesionnels francais partagerons leur exemples de branded entertainment francais. La conversation à déjà lieu sur twitter via le hashtag #entertain_me. Tout le monde peut partager ses liens les plus amusant pour qu'on s'amuse 2 minutes au travail.
A l'instar de COCA COLA ZERO qui fait jouer ses consommateurs sur son site corporate, certaines marques proposent à leurs consommateurs de les amuser.
Ces marques qui marchent dans les pas Disney, la marque préfèrée des américains ne cherchent pas être des acteurs du marché du divertissement. Elles utilisent le branded entertainment pour interesser les consommateurs à leurs produits, capter leur attention et peut être gagner leur affection, voire pour mieux les connaitre pour
mieux les satisfaire.
En effet comme le montre GOOGLE qui annonce que 77% des americains consultent un autre écran pendant qu'ils regardent la TV, si les consommateurs sont de plus en plus connectés, ils sont de moins en moins disponibles pour les marques.
Produire des contenus divertissant apparait comme la solution la plus appropriée aux usages des americains qui passent 9 minutes par heure à se divertir en ligne (Experian). D'autant plus que les marques ne cherchent plus seulement à augmenter leur couverture avec un coup de buzz, elles cherchent à obtenir des retombées sur leur marque et au premier rang desquelles l'incitation à recommander
comme le révèlle une étude de OGILVY SOCIAL selon laquelle les marques ne parviennent pas à mobiliser leurs fans en ligne.
Si le branded entertainment est relativement bien accepté par les consommateurs, les annonceurs ont encore beaucoup de chemin à parcourir avec leurs agences pour arriver au niveau d'attractivité des contenus diffusés par BUDWEISER sur sa plateforme "made for music".
Ces annonceurs sollicitent leurs agences medias pour promouvoir leurs contenus transmedia. Ainsi quand MITSUBISHI sponsorise une émission diffusée à la TV, Absolut monte un partenariat éditorial avec VICE et NT1 diffuse son hashtag #walkingdeadNT1 via des ecards sur Twitter.
Divertir permet à ces marques de prendre vie dans le quotidien de leurs consommateurs en étant vraiment fédèrateur, utile et directement activables comme AMERICAN EXPRESS qui permet aux gens de partager leurs passions, L'Oreal qui aide à reproduire les looks vus à la TV ou IKEA qui donne accès à des contenus additionnels au fil de son catalogue.
Elles peuvent aller jusqu'à engager leurs consommateurs en temps réel, dans des moments forts en émotion comme DELL avec #DELLLIVE qui permet aux festivaliers de vivre des expériences augmentées ou tout simplement comme COCA COLA qui ajoute le WIFI à ses fontaines à soda.
Pour y parvenir les marques ont besoin de collecter de nouvelles donné
Chapter17In This Chapter, We Will Address the Fo.docxmccormicknadine86
Ch
ap
ter
17
In This Chapter, We Will Address
the Following Questions
1. What is the role of marketing communications?
2. How do marketing communications work?
3. What are the major steps in developing effective communications?
4. What is the communications mix, and how should it be set?
5. What is an integrated marketing communications program?
Ocean Spray has revitalized its brand
through extensive new product develop-
ment and a thoroughly integrated modern
marketing communications program.
PART 7 Communicating Value
Chapter 17 | Designing and Managing Integrated Marketing Communications
Chapter 18 | Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19 | Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Modern marketing calls for more than developing a good product, pricing it
attractively, and making it accessible. Companies must also communicate with their present and
potential stakeholders and the general public. For most marketers, therefore, the question is not
whether to communicate but rather what to say, how and when to say it, to whom, and how often.
Consumers can turn to hundreds of cable and satellite TV channels, thousands of magazines and
newspapers, and millions of Internet pages. They are taking a more active role in deciding what
communications they want to receive as well as how they want to communicate to others about
the products and services they use. To effectively reach and influence target markets, holistic
marketers are creatively employing multiple forms of communications. Ocean Spray—an agricultural
cooperative of cranberry growers—has used a variety of communication vehicles to turn its sales
fortunes around.
Facing stiff competition, a number of adverse consumer trends, and nearly a decade of
declining sales, Ocean Spray COO Ken Romanzi and Arnold Worldwide decided to
“reintroduce the cranberry to America” as the “surprisingly versatile little fruit that
supplies modern-day benefits,” through a true 360-degree campaign that used all
facets of marketing communications to reach consumers in a variety of settings. The
intent was to support the full range of products—cranberry sauce, fruit juices, and dried cranberries
in different forms—and leverage the fact that the brand was born in the cranberry bogs and
remained there still. The agency decided to tell an authentic, honest, and perhaps surprising story
dubbed “Straight from the Bog.” The campaign was designed to also reinforce two key brand bene-
fits—that Ocean Spray products tasted good and were good for you. PR played a crucial role.
Miniature bogs were brought to Manhattan and featured on an NBC Today morning segment.
A “Bogs across America Tour” brought the experience to Los Angeles,
Chicago, and even London. Television and print advertising featured
two growers (depicted by actors) standing waist-deep in a bog and
talking ...
Executive Summary
What a difference a year makes. In 2012, the Newfronts were a mish mosh of original series announcements
that included the likes of top-name talent like Anthony Zuker and Jay-Z, lots of talk of device and
technology and a significant amount of “we’re better than TV”. Well, a year has gone by and it’s safe to
say that Yahoo!’s “Burning Love” (proven by the fact that it’s now being aired on E!) was the only true
success from 2012. Given the significant changes in direction, we can assume that most of the digital
networks figured out that they got it all wrong last year.
The power of brand advocates.
Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation!
Be sure to check out the other presentations we gave at our LBi Client Afternoon.
Millward Brown has just published Perspectives, an annual compendium of our perspective on issues weighing on the minds of marketers around the world. This issue features thinking on the fast growing BRIC markets, neuroscience, and the art and science of brand building — from the importance of brand ideals to our newly launched "Meaningfully Different" framework — and how both create financial value for brand owners.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Marketing management
1. SUBJECT: Marketing Management
_____________________________________________________________________________
Case-1 Siebel and Sun Microsystems Keep Their Customers Satisfied
It’s one thing to talk about customer satisfaction; it is another thing to achieve it. To achieve superior
satisfaction among its business customers, marketers at two software companies, Siebel Systems and Sun
Microsystems, have come up with an old-fashioned method: Let them talk with each other.
Both companies have instituted reference programs for their B2B customers, in which designated
customers who are already satisfied with the services they receive are willing to communicate with potential
or new customers. At both Sun and Siebel, suitable customers are nominated-usually by the salespeople
who know them best. Then these customers are contacted and asked whether they would like to participate
in a reference program. If they decline, that’s fine. If they accept, the have a number of potion with regard
to calls or accept, they want to participate. They might be willing to take calls or accept visits from
prospective customers of Sun or Siebel; they might participate a customer roundtable or breakfast; they
could do speaking engagements or media tours, In addition, they are likely to meet with Sun or Siebel
executives on a regular basis for updates. EMI Industries recently hosted calls and granted interviews to
trade publications about its experiences with Siebel. Target participated in an ad campaign for Sun. How
does this help get Sun’s message across? “An ad that says ‘Target saves a certain amount per year’ means
more than just saying. ‘Retailers save,” explains Sun’s Aaron Cohen, senior program manager.
The reference relationship benefits everyone. “A reference program is a great way to manage and
monitor the health of your customers.” notes Pamela Evans, senior director of customer programs and
corporate marketing at Siebel. “You’re able to track your reference activity, and recognize and reward the
customers who are making a significant contribution for you.” Customers benefit from greater exposure,
such as appearing in ad companies. And potential customers get the information they need in a credible
manner. However, Michael Reagan, president of the National Association of Sales Professionals, warms that
companies should not wear out their welcome with customers that have volunteered for the reference
program. “If they say they’re doing too many [references], find out if that’s burnout from the number of
references… or if there’s a problem with the relationship. You need to have other means of measuring, such
as customer satisfaction questionnaires. “Pamela Evans also advises against enrolling too many customers
too soon in the program, suggesting that it’s better to establish a long-term relationship first.
In the end, the reference program is all about relationship. With a reference program, “you
understand your users. It increases their satisfaction, and your revenues, when you’re keeping in close
contact with the customers in your reference program,” says Evans.
Questions:-
1. In what ways do the reference programs create added value for Siebel’s and Sun Microsystems’
B2B customers?
2. How might the reference programs help Siebel and Sun Microsystems predict demand for their
products?
2. Case-2 MTV Updates Its Global Strategy
Everyone thinks we have a great job [at MTV] but we spend all of our time thinking, thinking. All the
time trying to reinvent ourselves. We have to stay in touch with our audience without getting older.” Those
are the words of MTV Network International’s creative director, Cristian Jofre. They reflect MTV’s marketing
commitment to understanding its environment by keeping ahead of the trends, continually “reinventing” its
popular cable music programming and extended product lines. MTV, a unit of Via-com, is extremely good at
reinvented its international marketing strategy, as well.
Its U.S. market is nearly saturated, but internationally, there is still room for growth. In fact,
Viacom’s management believes that MTV’s foreign operation can provide up to 40 percent of its revenue over
the next several years. MTVNI, the parent network of MTV, already reaches more than 380 million
subscribers in 166 countries. MTV alone consists of 37 channels broadcast in 17 different languages. In the
past, its international programming focused specifically on local markets, which helped its global operation
grow so rapidly that 80 percent of all MTV viewers are outside the U.S. MTV Russia, for instance, developed a
show called 12 Angry Viewers, in which intellectuals discuss music videos, and a Brazilian backpack travel
show is hosted by a popular Brazilian model. For its cricket-crazy viewers, MTV India features a comedy
show called silly point, in which characters demonstrate the use of cricket gar in everyday life.
But while it has been successful, MTV’s strategy of customizing programming for individual markets
was also expensive. The average production costs between $20,000 and @350,000 for each half-hour
episode. As the MTV program director in Germany says, “Almost every month we’d come up with an idea
and say, “Wow, this is a great idea but we can’t afford it.” The shift in strategy will allow the international
operation, MTVNI, to develop shows that can play in more than one overseas market and thus to create
programming with wide international appeal that crosses borders easily.
Among the pilot shows under development are a UK program called Heroes, which features pop
stars interviewing their personal idols. Kelly Osbourne chats with Deborah Harry (lead singer of the 1980s
band Blondie), for instance. Another pilot is called TimeZone and will host music performances and
interviews in five locations around the world. Mash will blend two videos together once copyright issues
have been cleared, and it has the baking of a $75 million sponsorship deal with Motorola Inc
Under the new strategy, MTVNI’s national managers will still make local programming decisions. But
program developers in various international markets will be able to cooperate in developing shows that
readily appeal to more than one audience, and they will have a centralized pool of money (increased by
“tens of millions “ of dollars) with which to work. Although such cooperation isn’t entirely new-many of
MTV’s U.S. shows have been adapted for foreign audiences, for instance-the strategy is excepted to allow
for more animated programming, which is normally very expensive to develop. Famous Last Minute, an
animated show about the imagined last moments in the lives of famous rock stars, is in the pilot stage.
To complement its new global programming strategy, MTVNI will also expand into other operations
aimed at the youth audience. It has acquired a 50 percent share in a French video game cable channel ad
hopes to add more such deals.
Question:-
1. How do you think the global reach of the Internet has affected the youth market at which MTV is
aimed? Does this make it more or less difficult to devise programming that crosses borders? Why?
2. What should MTVNI do to ensure that cultural traditions and varying styles of humor don’t
negatively affect any of its new international programming?
3. Case-3 Marketing Research Goes to the Movies
It was bound to happen-Hollywood has discovered the power of the Internet. In the past, studios
would test-screen films with random audiences a few months before release, showing them free at malls,
says, and then gathering reactions from viewers. Afterward that information would sometimes send writers,
directors, and actors back to work to film revised scenes, new scenes, alternative ending, and even
dramatic plot changes. Test screenings have fallen out of favor lately, sometimes because of fear of
negative word of month about an unfinished picture and sometimes because tight schedules don’t allow
time for making any changes. And test screening cost money that studios sometimes don’t want to spend
on films that are already over budget. But this doesn’t mean that writers, directors, and backers don’t want
audience feedback.
Some films are screened privately, as Spider-Man was. But the reaction of friend and colleagues
might not reflect unbiased opinion. Aside from industry efforts, movie fans have colonized the Internet,
setting up fan sites and message boards for popular films well before they opened. Lord of the Rings fans
opened multiple sites to trade information, rumors, and opinions for more than five years, stating during the
production phase and including the three years over which the trilogy of movies was released. Dozens of
other films spawned similar sites, though perhaps none as long-lived.
At first, much of the information on sites like SuperHero-Hype.com, Aintitcool.com, and
DarkHorizons.com came from people in the industry who had access to film sets and inside information. Film
companies soon realized they couldn’t easily control what reached the public from these sources and put
nondisclosure clauses in all their employment contracts. Now, despite their lingering fears that Web sits will
become nothing more than portals to stolen copies of new films, studio are realizing that an important new
opportunity exists for give-and-take on the Interne. For instance, when fans of the popular comic-book
superhero The Hulk learned that his movie incarnation might not be wearing the character’s trademark
purple pants in the Ang Lee film, they took to the Internet to vent their frustration and protest. Marvel
Studies chief Avi Arad ad Lee listened, and The Hulk was properly costumed.
Other filmmaker and studies are responding also. New Line Cinema, for instance, set up its own
Lord of the Rings Web site and cooperated with major fan site theonering.net, offering exclusive
information and news in exchange for a promise that the site would not host any unauthorized material.
The partnership has been a success for fans and studio alike, and Rings director Peter Jackson even
participated in online chats on the site, which drew 20 million visits a month at its peak.
Of course, some filmmakers’ fears about the Internet are well founded. Sometimes copies of films
are leaked and downloaded. Negative reviews of new films have appeared on the Internet before release,
but whether they alone are lesson for Hollywood is just to make better movies.
In the meantime, the internet fan base is thriving. One film. The Yank, sported a fan site before a
foot of film had even been shot. Could there be a better way to build an audience?
Questions :-
1. Find an upcoming film that has an official Web site. What feature does the site have? Which ones
are designed to deliver information to the public and which are designed to capture information?
How successful do you think this site will prove to be as a marketing research tool? Why?
2. How can filmmakers control the information that appears on the internet? Should they take these
steps why or why not?
4. Case-4 Scion: Toyota’s Next Generation
The new generation of drivers doesn’t want to look like their parents tooling down the road. They
wouldn’t be caught dead in a wagon or a minivan, and even an SUV brings up images of carting the entire
soccer team around town. They want something new and different, something a little edgy, a car that
represents who they are. But the steep price tag of a Hummer is out of reach for those who are just joining
the workface. So Toyota has come up with a new car for the Gen Y driver – and a marketing campaign to go
with it.
It’s called the Scion. It comes in two models, xA and xB. The xA is “tough, sleek, and ready to roll,”
according to the colorful marketing brochure that also uses phrases such as “ a serious sound system” and
“What moves you.” The xB looks like a shoebox on wheels. In fact, it is so wired looking it’s almost cute-at
the very least, you’ll cross the street to take a second look at one parked along the curb. Scions arrive in the
U.S. as bare bones and go through customization that includes funky side panel decorations and flared
fenders once they are ordered. The idea is to make each car as unique as the buyer who purchases it. Both
scion models are affordable- starting around $14,000- which is key for the 65 million Americans who were
born between 1977 and 1955 are just getting their licenses or entering the workforce. Because about 3.5
million Gen Y consumers get their driver’s licenses each year, automakers are swarming around them in an
effort to grab their attention and develop a relationship that will turn into brand loyalty over time.
Toyota doesn’t want Gen Y’s parents-the aging baby boomers-to buy this car. They have positioned
the Scion so it is practically hidden from the older generation. That’s because Toyota marketers have already
had a bit of bad lick with building and marketing cars to younger drivers-their parents bought the ars
instead. That was the case with the Echo, a small sedan with excellent reliability and fuel efficiency, topped
off by a low sticker price-about $11,000. The more recent Matrix- a small wagon starting at around $15,000-
has appealed more to baby boomers and young families than the Gen Y crowd it was intended for , So
Toyota marketers have stayed away from mainstream advertising Instead, they have concentrated on
nontraditional ways of getting their message to their intended consumers.
The Scion’s brochure, which focuses on youth and lifestyle, looks like a music-industry magazine-it is
filled with urban graffiti art; profiles of Scion salespeople, artists and hip-hop stars; advertisement for other
product like URB magazine; listings for Scion promotional events such as the Scion screening Series; and an
invitation to check out the Scion Web site. The brochure even comes with a CD t5hat has a mix, movie
trailers, Scion event footage-and some information about the cars. Instead of inviting Gen Y consumers
directly into the showroom, Toyota marketers have taken the Scion to locations where younger drivers hang
out. They have parked it outside coffee shops near college campuses and in parking lost at the beach. They
have invited staffers at hip-hop fashion magazines like Yellow Rat Bastard to test-drive Scion and talk about
the experience.
Ultimately, for the Scion to be a success, Gen T drivers will have to get behind the wheel
themselves and plunk down their hand-earned cash, Initial sales figures show that the median age of an
xB purchase is 33-which is 14 years younger than the average Toyota owner. Meanwhile, if a few baby
boomers wander in to the showroom and flip through the brochure, the Toyota salesperson won’t chase
them away.
Questions :-
1. If Toyota was to broaden its target market for Scion, which segment or segments might the film
include?
2. How would you describe Toyota’s positioning strategy for the Scion?
5. Case-5 What Will Become of the Box?
Did you eat breakfast this morning? If you’re like many consumers today, you probably answered
no. Or even if you ate breakfast, it’s less and less likely that you sat down at your kitchen table and ate a
leisurely bowl of cereal. About half of all Americana now either skip the day’s first meal or eat it on the run,
opting for yogurt, pastry, a nutrition bar, or a prepared or frozen meal or sandwich consumed on the work
or school.
Nutritionists may cringe, but it’s cereal manufactures who are really worried. The $6.9 billion market
for cold cereal is in a state of near stagnation, and efforts to revive the category have to overcome not just a
simple preference for plain or frosted flakes but an enormous shift in lifestyles and eating habits that seems
to have passed this mature food category by.
Cereal makers have already tried price cuts, price promotion, and even price wars. They’ve
introduction new product and new flavors, added fruit, promoted cereal as a weight-loss option, and
launched multimillion-dollar ad campaigns. They’ve created partnership with stores like Target to tie well-
known brands like Trick, Cheerios, and Lucky Charms to kid’s clothing and with companies like Revlon to
create promotion linking Special K to lip-care product. They’ve entered licensing agreements with?
Nickelodeon, the WB. DreamWorks SKG, Disney, and the Cartoon Network, teaming up with the Grinch,
Spider Man, the Flintstones, and the Simpsons. Adult cereal brands have forged partnership with high-tech
films and now give away CDs, DVDs, and frequent flier miles. Still, 10 of the top 15 cereal brands are losing
money, and overall sales growth has stalled for at least five years. There’s no question that quicker and
more convenient substitutes are growing faster than traditional dry cereals.
Many industry experts offer ideas for reviving interest in a bowl of cereal and milk. They suggest
promoting cereal as a healthy meal or snack for any time of the day, not just breakfast. (That might even
include a vegetable-based product to serve with tomato juice instead of milk.) They propose cobranding
cereal with fruit brands like Del Monte or Chiquita and producing packages of cereal makers to reconsider a
“Got Milk?” type of Campaign. But perhaps the most interesting suggestion is to simply reinvent the whole
concept of cereal by repackaging it.
Suggestions for thinking outside the cereal box range from bagging individual serving in zippered
plastic bags to using metalized bag linings, as potato chip makers have long done. Other packaging options
include cereals in sleeves like the kid crackers come in, a milk-and-cereal combination with a long shelf life,
vacuum-packed cereal in containers like coffee can, and transparent easy-to-pour containers like the ones
that some juice brands use. Currently being tested is a canister with a three-way spout that allows
consumers to mix and match different option, such as three different brands or three different flavors or
textures of the same brand.
Of course, cereal bars are already growing in popularity and, ironically, are among the many
breakfast options com-peting with the 150-plus current varieties of traditional cereal products. Realistically,
says one Kellogg’s executive, there is no “single silver bullet that will solve the issues we face today.” So.
What are you having for breakfast tomorrow?
Questions:-
1. One industry consultant argues that cereal companies should be focusing on new-product
innovations instead of on ways to repackage the same old products. Do you agree? Why or why
not? Support your answer with evidence from the case or from your reading of the chapter.
2. How can cereal manufactures reposition their brands in light of today’s hectic lifestyles and even
changes in eating habits (like carb avoidance as advocated by the Atkins diet)? What would it take
for you to perceive dry cereal as a convenient and healthy food? How do you think companies like
Kellogg’s could use your answer to persuade the general public
6. Case-5 What Will Become of the Box?
Did you eat breakfast this morning? If you’re like many consumers today, you probably answered
no. Or even if you ate breakfast, it’s less and less likely that you sat down at your kitchen table and ate a
leisurely bowl of cereal. About half of all Americana now either skip the day’s first meal or eat it on the run,
opting for yogurt, pastry, a nutrition bar, or a prepared or frozen meal or sandwich consumed on the work
or school.
Nutritionists may cringe, but it’s cereal manufactures who are really worried. The $6.9 billion market
for cold cereal is in a state of near stagnation, and efforts to revive the category have to overcome not just a
simple preference for plain or frosted flakes but an enormous shift in lifestyles and eating habits that seems
to have passed this mature food category by.
Cereal makers have already tried price cuts, price promotion, and even price wars. They’ve
introduction new product and new flavors, added fruit, promoted cereal as a weight-loss option, and
launched multimillion-dollar ad campaigns. They’ve created partnership with stores like Target to tie well-
known brands like Trick, Cheerios, and Lucky Charms to kid’s clothing and with companies like Revlon to
create promotion linking Special K to lip-care product. They’ve entered licensing agreements with?
Nickelodeon, the WB. DreamWorks SKG, Disney, and the Cartoon Network, teaming up with the Grinch,
Spider Man, the Flintstones, and the Simpsons. Adult cereal brands have forged partnership with high-tech
films and now give away CDs, DVDs, and frequent flier miles. Still, 10 of the top 15 cereal brands are losing
money, and overall sales growth has stalled for at least five years. There’s no question that quicker and
more convenient substitutes are growing faster than traditional dry cereals.
Many industry experts offer ideas for reviving interest in a bowl of cereal and milk. They suggest
promoting cereal as a healthy meal or snack for any time of the day, not just breakfast. (That might even
include a vegetable-based product to serve with tomato juice instead of milk.) They propose cobranding
cereal with fruit brands like Del Monte or Chiquita and producing packages of cereal makers to reconsider a
“Got Milk?” type of Campaign. But perhaps the most interesting suggestion is to simply reinvent the whole
concept of cereal by repackaging it.
Suggestions for thinking outside the cereal box range from bagging individual serving in zippered
plastic bags to using metalized bag linings, as potato chip makers have long done. Other packaging options
include cereals in sleeves like the kid crackers come in, a milk-and-cereal combination with a long shelf life,
vacuum-packed cereal in containers like coffee can, and transparent easy-to-pour containers like the ones
that some juice brands use. Currently being tested is a canister with a three-way spout that allows
consumers to mix and match different option, such as three different brands or three different flavors or
textures of the same brand.
Of course, cereal bars are already growing in popularity and, ironically, are among the many
breakfast options com-peting with the 150-plus current varieties of traditional cereal products. Realistically,
says one Kellogg’s executive, there is no “single silver bullet that will solve the issues we face today.” So.
What are you having for breakfast tomorrow?
Questions:-
1. One industry consultant argues that cereal companies should be focusing on new-product
innovations instead of on ways to repackage the same old products. Do you agree? Why or why
not? Support your answer with evidence from the case or from your reading of the chapter.
2. How can cereal manufactures reposition their brands in light of today’s hectic lifestyles and even
changes in eating habits (like carb avoidance as advocated by the Atkins diet)? What would it take
for you to perceive dry cereal as a convenient and healthy food? How do you think companies like
Kellogg’s could use your answer to persuade the general public