Marketing ramashastri bimm-glow brand case
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Ranganathan, VP of Marketing, plans to launch a new anti-infection soap under their existing Glow brand, which focuses on beauty and complexion care. Manu argues against this, saying it could damage Glow's image. They suggest either targeting sports/outdoor audiences by positioning the soap as preventing germs from affecting beauty, or launching it under a new multi-brand strategy with its own distinct packaging, name and image to target new segments without affecting existing customers.
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Glow brand case ramasastry
Ranganathan, the VP of Marketing, plans to launch a new anti-infection soap under their existing Glow brand, which focuses on beauty and complexion care. However, the CEO believes this could damage the parent brand's image. While Ranganathan argues there is demand and it could double sales, the document recommends against using the same brand and instead launching a new brand targeting specific groups like athletes or acne-prone teens, conveying that it cares for beauty by preventing germs.
Marketing ramashastri bimm - brand strategy
The document discusses Ranganathan's dilemma about whether to launch a new anti-infection soap under their existing Glow brand name. While Ranganathan thinks it is a good opportunity, his boss Manu is concerned it could damage the image of the parent Glow brand. The summary suggests that if they launch the new product as a line extension of Glow, they should target specific customer segments like sports women or teenagers and position it as caring for beauty and complexion by fighting germs.
Nivea developing marketing plan case study solution-Atul Gurav
Describe two pieces of data that NIVEA used when
preparing its marketing plan to re-launch NIVEA FOR MEN
(Case study) nivea
The document discusses Nivea's marketing plan for relaunching its Nivea For Men brand in the UK in 2008. The plan involved conducting market research, setting SMART objectives to increase sales and market share, and implementing marketing strategies including product development, experiential promotions using sports partnerships, and a mix of above and below-the-line advertising. Nivea evaluated the plan's success using key performance indicators showing increased sales, market share, and brand image ratings, demonstrating the plan met its targets.
Nevia case study analysis by Dinker Vaid
Nivea for Men Case Study.
Nivea exploits the potential of a full-screen takeover to create a perfect product showcase environment and encourage use of the Facebook store built for its male consumer audience.
Background
Award-winning skincare brand Nivea launched a campaign in 2011 to encourage women to buy Nivea For Men products as Christmas gifts for males through their Facebook store.
Nivea Case Study
Beiersdorf extended its Nivea brand to 14 product categories globally to increase brand equity and tap new consumers. While umbrella branding allows leveraging a strong brand name across products, it risks diluting the core brand values if not managed properly. Nivea developed a framework ensuring extensions added value for consumers and maintained the brand's positioning as a mass market, natural skin care brand appealing to all ages through consistent, globally standardized products.
Case study
Nivea used research data on sales trends and the brand's market position to prepare its marketing plan to relaunch Nivea For Men. Sponsoring football helped increase male product sales by targeting the large male fan base and giving the appearance that football players endorsed the products. A SWOT analysis identified strengths like brand recognition but also weaknesses such as a limited product range and flaws in distribution. The marketing plan has been effective as measured by increased market share, sales growth, positive brand image ratings, and expanded product offerings in response to consumer feedback.
NIVEA for Men Advertising Campaign
Nivea for Men has requested a $1.2 million print media campaign to increase its market share among urban males aged 18-35 and males aged 40+. The summary recommends a pulse schedule of magazine, newspaper, and billboard ads. Magazines target younger males while newspapers reach older males. The campaign's message is that Nivea helps all men look their best professionally and personally.
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Glow brand case ramasastry
Ranganathan, the VP of Marketing, plans to launch a new anti-infection soap under their existing Glow brand, which focuses on beauty and complexion care. However, the CEO believes this could damage the parent brand's image. While Ranganathan argues there is demand and it could double sales, the document recommends against using the same brand and instead launching a new brand targeting specific groups like athletes or acne-prone teens, conveying that it cares for beauty by preventing germs.
Marketing ramashastri bimm - brand strategy
The document discusses Ranganathan's dilemma about whether to launch a new anti-infection soap under their existing Glow brand name. While Ranganathan thinks it is a good opportunity, his boss Manu is concerned it could damage the image of the parent Glow brand. The summary suggests that if they launch the new product as a line extension of Glow, they should target specific customer segments like sports women or teenagers and position it as caring for beauty and complexion by fighting germs.
Nivea developing marketing plan case study solution-Atul Gurav
Describe two pieces of data that NIVEA used when
preparing its marketing plan to re-launch NIVEA FOR MEN
(Case study) nivea
The document discusses Nivea's marketing plan for relaunching its Nivea For Men brand in the UK in 2008. The plan involved conducting market research, setting SMART objectives to increase sales and market share, and implementing marketing strategies including product development, experiential promotions using sports partnerships, and a mix of above and below-the-line advertising. Nivea evaluated the plan's success using key performance indicators showing increased sales, market share, and brand image ratings, demonstrating the plan met its targets.
Nevia case study analysis by Dinker Vaid
Nivea for Men Case Study.
Nivea exploits the potential of a full-screen takeover to create a perfect product showcase environment and encourage use of the Facebook store built for its male consumer audience.
Background
Award-winning skincare brand Nivea launched a campaign in 2011 to encourage women to buy Nivea For Men products as Christmas gifts for males through their Facebook store.
Nivea Case Study
Beiersdorf extended its Nivea brand to 14 product categories globally to increase brand equity and tap new consumers. While umbrella branding allows leveraging a strong brand name across products, it risks diluting the core brand values if not managed properly. Nivea developed a framework ensuring extensions added value for consumers and maintained the brand's positioning as a mass market, natural skin care brand appealing to all ages through consistent, globally standardized products.
Case study
Nivea used research data on sales trends and the brand's market position to prepare its marketing plan to relaunch Nivea For Men. Sponsoring football helped increase male product sales by targeting the large male fan base and giving the appearance that football players endorsed the products. A SWOT analysis identified strengths like brand recognition but also weaknesses such as a limited product range and flaws in distribution. The marketing plan has been effective as measured by increased market share, sales growth, positive brand image ratings, and expanded product offerings in response to consumer feedback.
NIVEA for Men Advertising Campaign
Nivea for Men has requested a $1.2 million print media campaign to increase its market share among urban males aged 18-35 and males aged 40+. The summary recommends a pulse schedule of magazine, newspaper, and billboard ads. Magazines target younger males while newspapers reach older males. The campaign's message is that Nivea helps all men look their best professionally and personally.
Persuasive Techniques
Persuasive techniques in advertising include the bandwagon appeal, celebrity association, and emotional appeal. The bandwagon appeal refers to people following popular brands to fit in. Celebrity association persuades people to buy products endorsed by celebrities they admire. Emotional appeal uses feelings of guilt or sadness in charity ads to increase donations or purchases. Other techniques are humor, anti-bandwagon appeal, slogans, glittering generalities, product comparisons, repetition, and weasel words.
Ml0016 advertising management and sales promotion
This document provides information about assignment help available to students. It lists the contact email and phone number to get fully solved assignments. It provides details of available subjects, semesters, credits and marks for assignments in subjects like Advertising Management and Sales Promotion. The document contains sample assignments questions and answers on topics like DAGMAR approach, Gestalt psychology, advertising objectives, above-the-line and below-the-line marketing communications, AIDA model, and rural marketing strategies.
P&G: Touching Life & Improving Lives.
Procter & Gamble was founded as a small candle and soap company by William Procter and James Gamble. It is now a global leader in consumer goods, with 23 billion-dollar brands and over $2 billion annual R&D spending. P&G serves more than 4 billion customers across 180 countries. The company focuses on analyzing each property carefully, preparing high quality products, and committing to make products succeed through continuous improvement that matters to customers.
Kế hoạch tung hàng sữa rửa mặt nivea for men RẤT HAY
Kế hoạch tung hàng sữa rửa mặt nivea for men (2011) - Dành cho dân Marketing
Tuy kế hoạch đã khá lâu nhưng có thể một số bạn đang cần nghiên cứu về sản phẩm Nivea for Men
Nivea for men case study solution
Nivea exploits the potential of a full-screen takeover to create a perfect product showcase environment and encourage use of the Facebook store built for its male consumer audience
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This document provides a marketing communication analysis of Nivea's launch of its Stress Protect deodorant in the UK and Germany in 2013. It summarizes the key details of the campaign, including the target audience of women aged 18-35, and the integrated marketing strategy using social media, mass media, promotions and buzz. While awareness was created, the document notes purchase was not necessarily converted due to the low involvement product. It recommends improving the integration across touchpoints and use of promotions to encourage trial.
Nivea exercise
This marketing plan document discusses Nivea For Men's approach to expanding its market share in the UK. It provides background on Nivea's brand history dating back to 1911. It then analyzes competitors like Dove Men+Care, L'Oreal, and Gillette who have established male skin care lines. The document identifies Nivea For Men's target audience of 18-45 year old males and 25-45 year old females. It acknowledges the challenge of competing in a crowded market and sets objectives to increase its market share by 15% in 12 months by launching a new marketing approach.
2. marketing mix
The marketing mix document discusses the four P's of marketing - product, price, promotion, and place. It explains that businesses must consider these key elements to meet customer needs and market opportunities. Different businesses may emphasize different P's, and the mix can be adjusted over time based on changing consumer preferences. Market research is important to understand customers and employ an effective marketing strategy focused on the right product, at the right price, promoted in the right way, and distributed in the right place.
Nivea for men
The document discusses a marketing campaign by Nivea For Men to create brand awareness on Facebook. The campaign objectives were to reach female users aged 25-54 and drive them to the Facebook store to purchase gifts. Through advertisements on television and a takeover concept on targeted sites, the campaign provided opportunities to interact with Nivea's product range. Results included over 11,000 customers and 29 million impressions. The key to success was using Say Media's full-screen ad frames to showcase all products and drive consumers to the website.
Advertisement role in promotional mix
About promotional mix
here you can find about techniques of advertisement
And this presentation shows about all advertisement in all over
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The document discusses determining the marketing mix, known as the 4 P's of marketing, for a new small business enterprise. The 4 P's are product, price, place, and promotion. An example is given of manufacturing wax crayons and potential marketing strategies are identified, such as offering a variety of products at different price points and promoting through advertising in schools. However, the marketing mix still needs to be confirmed before finalizing plans and implementation. Determining the right marketing mix is important for success but also poses challenges for a new enterprise.
Brand Revitalisation - McDonald's
McDonald's undertook a brand revitalization by conducting consumer research, differentiating their menu, offering healthier children's meals, refurbishing restaurants, implementing innovative ideas like reusing oil and free Wi-Fi, and rebuilding trust through nutritional labeling, employee engagement, and advertising campaigns focused on the customer experience.
Brand building stratergies
Brand building strategies include defining your brand values, differentiating your brand through unique attributes, and building brand exposure through promotional channels. It is important to personalize your brand so consumers experience its personality. You must also regularly review your brand strategies to ensure your brand grows or maintains its value over time. The document provides examples of how Himalaya builds its brand through logo design representing herbal healthcare, focused marketing to engage customers, and ads with the underlying message of choosing natural products.
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Nivea case study mm - 1
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Utkarsh ad asia
Utkarshtiwari is a student at Symbiosis Institute of Media and Communications in Bengaluru pursuing an MBA in Communication Management (Advertising). He has a keen interest in advertising, brand management, and the works of creative director Piyush Pandey. Utkarshtiwari collects and analyzes television ads from around the world and aspires to create memorable advertising campaigns after graduation.
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This document discusses advertising strategies. It defines advertising as a means to sell products when you cannot meet with someone directly. Advertisers aim to inform, entertain, and sell through persuasive means. The key is to understand consumers and address their needs, wants, and desires with a focused strategy. An effective strategy identifies the target and defines the consumer benefit, proof, and call to action that will motivate people to purchase.
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Don't miss your Brand Exposure @ Glow Beauty & Wellness Fair!
The first Mind, Body & Soul Fair in Egypt that addresses women and family health and wellness needs. In its second edition it will feature several activities to reflect the growth of the wellness market in Egypt and cater to the growing awareness of the need for life balance and self development for all family members
Sponsorship Opportunities for Top Spend Brands starting from EGP20,000 to EGP60,000
Exposure opportunities For SME's, Wellness Centers & Practitioners, starting from EGP3,000 to EGP10,000
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Stage and Seminar Room Activities
Fashion Shows
Optimism Day
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The Meditation Pavilion
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Persuasive techniques in advertising include the bandwagon appeal, celebrity association, and emotional appeal. The bandwagon appeal refers to people following popular brands to fit in. Celebrity association persuades people to buy products endorsed by celebrities they admire. Emotional appeal uses feelings of guilt or sadness in charity ads to increase donations or purchases. Other techniques are humor, anti-bandwagon appeal, slogans, glittering generalities, product comparisons, repetition, and weasel words.
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Procter & Gamble was founded as a small candle and soap company by William Procter and James Gamble. It is now a global leader in consumer goods, with 23 billion-dollar brands and over $2 billion annual R&D spending. P&G serves more than 4 billion customers across 180 countries. The company focuses on analyzing each property carefully, preparing high quality products, and committing to make products succeed through continuous improvement that matters to customers.
Kế hoạch tung hàng sữa rửa mặt nivea for men RẤT HAY
Kế hoạch tung hàng sữa rửa mặt nivea for men (2011) - Dành cho dân Marketing
Tuy kế hoạch đã khá lâu nhưng có thể một số bạn đang cần nghiên cứu về sản phẩm Nivea for Men
Nivea for men case study solution
Nivea exploits the potential of a full-screen takeover to create a perfect product showcase environment and encourage use of the Facebook store built for its male consumer audience
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Advertisement role in promotional mix
About promotional mix
here you can find about techniques of advertisement
And this presentation shows about all advertisement in all over
Case study on 4 p's
The document discusses determining the marketing mix, known as the 4 P's of marketing, for a new small business enterprise. The 4 P's are product, price, place, and promotion. An example is given of manufacturing wax crayons and potential marketing strategies are identified, such as offering a variety of products at different price points and promoting through advertising in schools. However, the marketing mix still needs to be confirmed before finalizing plans and implementation. Determining the right marketing mix is important for success but also poses challenges for a new enterprise.
Brand Revitalisation - McDonald's
McDonald's undertook a brand revitalization by conducting consumer research, differentiating their menu, offering healthier children's meals, refurbishing restaurants, implementing innovative ideas like reusing oil and free Wi-Fi, and rebuilding trust through nutritional labeling, employee engagement, and advertising campaigns focused on the customer experience.
Brand building stratergies
Brand building strategies include defining your brand values, differentiating your brand through unique attributes, and building brand exposure through promotional channels. It is important to personalize your brand so consumers experience its personality. You must also regularly review your brand strategies to ensure your brand grows or maintains its value over time. The document provides examples of how Himalaya builds its brand through logo design representing herbal healthcare, focused marketing to engage customers, and ads with the underlying message of choosing natural products.
Does your brand penetrate past the logo on the sweatshirt?
This document outlines a brand strategy approach consisting of four steps: 1) Pronounce the brand through discovery of its personality, benefits, and relevance; 2) Project the brand through touchpoints and interactions; 3) Prove the brand's value; and 4) Protect the brand. It emphasizes identifying emotional benefits, building community through social media and relationships, rewarding loyalty, and empowering brand advocates in order to influence perception beyond the product itself. The goal is to graduate students not just as customers but as engaged advocates for the brand.
Nivea case study mm - 1
NIVEA launched the NIVEA VISAGE Young skin care range in 2005 to target teenage girls aged 13-19. Through market research, NIVEA identified a gap for non-medicated skin care products for this age group. Using a balanced marketing mix of product, price, place, and promotion, NIVEA launched and re-launched the NIVEA VISAGE Young range. Key elements of the marketing mix included developing effective products based on consumer research, competitive pricing, wide distribution through retailers, and targeted below-the-line promotional activities like product samples and an online magazine. This balanced approach helped NIVEA VISAGE Young achieve success in the market.
DAGMAR
All the informations about DAGMAR approach and its concepts. The communication task, a specific task, characteristics of objectives, criticism of DAGMAR approach.
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Utkarsh ad asia
Utkarshtiwari is a student at Symbiosis Institute of Media and Communications in Bengaluru pursuing an MBA in Communication Management (Advertising). He has a keen interest in advertising, brand management, and the works of creative director Piyush Pandey. Utkarshtiwari collects and analyzes television ads from around the world and aspires to create memorable advertising campaigns after graduation.
Introduction To Advertising & Advertising Strategy
This document discusses advertising strategies. It defines advertising as a means to sell products when you cannot meet with someone directly. Advertisers aim to inform, entertain, and sell through persuasive means. The key is to understand consumers and address their needs, wants, and desires with a focused strategy. An effective strategy identifies the target and defines the consumer benefit, proof, and call to action that will motivate people to purchase.
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Kế hoạch tung hàng sữa rửa mặt nivea for men RẤT HAY
Kế hoạch tung hàng sữa rửa mặt nivea for men RẤT HAY
Does your brand penetrate past the logo on the sweatshirt?
Does your brand penetrate past the logo on the sweatshirt?
Ready Movie - Outdoor Advertising Campaign by 'Global Advertisers' - The Ult...
Ready Movie - Outdoor Advertising Campaign by 'Global Advertisers' - The Ult...
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Sponsorship Opportunities for Top Spend Brands starting from EGP20,000 to EGP60,000
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This document provides a marketing plan for Nivea Sun Lotion in Pakistan. It begins with a TOWS analysis that identifies opportunities to increase sales of Nivea men's products to women. A SWOT analysis finds strengths in brand recognition but weaknesses in focusing mainly on women's products. The plan proposes targeting major cities in Pakistan and segmenting based on age, gender, and location. Celebrity endorsements and sponsorship of sports teams are suggested. The future of sunscreen in Pakistan is promising due to climate conditions.
The marketing mix
Amul is launching a new chocolate product called Choco Crunch. They are using a competition-based pricing strategy, setting their price based on similar competitor products. Amul prices their Choco Crunch lower than Cadbury's similar product to attract customers. Amul targets customers between ages 7-50 from middle and upper middle class families. They use advertising, public relations, and sales promotions to promote their products and create demand among consumers and retailers. Their advertising features the iconic Amul baby commenting on current events.
Chapter 16 advertising, sales promotion & public relations
This document provides an overview of advertising, including its definition, major decisions involved in developing an advertising program, and considerations for evaluating advertising effectiveness. It discusses setting objectives, budgets, and strategies for advertising campaigns. Key elements of developing advertising messages and selecting media are outlined, including reaching target audiences and balancing costs. The roles of advertising agencies and adapting international strategies are also mentioned.
Branding
This document provides an overview of branding from the perspective of a student named Akash Narvaria. It defines branding as giving a specified name to differentiate a product from competitors. The document outlines the meaning, significance, concepts, nature, scope, and benefits of branding for both consumers and firms. It also discusses defining a brand, the three C's of branding (clarity, consistency, and constancy), and provides steps to an effective branding process. The overall purpose is to educate about key aspects of advertising and managing brands.
Advertising
Advertising is a form of communication used to persuade potential customers to purchase a product or service. It involves promoting the name, price, and benefits of a product. A company's marketing mix includes aspects like product, price, place, and promotion. Promotion involves different types of advertising appeals and methods like social media advertising. It is important for brands to reposition themselves over time to stay relevant. Advertising is related to other marketing communication tools. It can provide leads for personal selling. Advertising creates brand awareness while sales promotion provides purchase incentives. Both advertising and public relations are used to create a positive brand image but in different ways. Advertising is paid for while publicity is not.
Principles of Brand Management
The document discusses the principles of brand management. It defines brand management as marketing a product or brand to increase popularity and market share, with the goal of increasing sales. Effective brand management can increase a brand's value over time through marketing techniques, build loyal customers, and allow price increases. It discusses different brand categories and the need to position a brand memorably in consumers' minds. The key purpose of brand management is to create an emotional connection to drive unlimited profits. It provides five pointers for effective brand management: maintaining brand equity, consistency, avoiding brand mission drift, adapting to changes, and careful brand extension.
DAGMAR Approach.pptx by assistant professor
The document discusses the DAGMAR approach, which stands for "Defining Advertising Goals for Measured Advertising Results". DAGMAR is a marketing model that guides customers through the four stages of the buying process: Awareness, Comprehension, Conviction, and Action. The document provides details on each stage and describes how advertising objectives and campaigns can be developed according to this framework. It also gives examples of how companies have used the DAGMAR approach to evaluate marketing effectiveness and drive various outcomes like sales, online signups, and brand awareness.
Executive Summary The first sentence left me asking, What compa.docx
Executive Summary: The first sentence left me asking, "What company?" Nothing in the executive revealed the company name or whether it was a new company or existing company.
Introduction: This section seems to contain the information we would expect in the Product section. Use the introduction present the company (brief history, scope of operations, etc) and very briefly the product that is the subject of the plan.
Sit Analysis: Is Dazzling Kit the name of the company? If so, we should know that in the exec summary and the intro. Even in this paragraph, about half way through, when you say "the company" it is at first not clear if you are talking about the competitor of the company that is the subject of this plan. The latter half of this section gives away the company's positioning strategy rather than just talking about the existing situation in the marketplace.
Trends in the industry -- If the economy is rising (and it is), that means more people employed and able to buy things they might not otherwise buy in tough economic times.
SWOT -- looks good except I didn't understand on your last Threat item why this product would require reengineering the product supply chain. It seems to me the supply chain for products such as this is fairly well established. (Specifically, threats)
Marketing Objectives: In first sentence, change the word "to" to "by." Also add a time-bound element to this objective so you know how much time is allowed to reach that goal. The second objective is not measurable or time bound. The third objective is not specific, measurable, or time bound. (needs to be clarified more in depth)
Target market -- I was confused by the phrase, "The branding is also expected to attract youngsters which will increase......." I thought it was actually primarily to attract youngsters? Maybe it would be better to tighten up your target market description. For example, "The target marketing for the product are girls ages 8-18 from middle class and lower upper class families and their parents. A secondary target market is people who travel a lot." (By the way, the rationale for targeting travelers was missing. You might want explain that in your plan. Is it a separate target segment of adults or is this just a characteristic of the primary target market, that they tend to be families that travel alot? I can think of a good secondary target segment at that would be adults buying for teens, especially at Christmas. ( Target market no still not t well defined to what market you are targeting)
Positioning -- I would borrow some of your verbiage from earlier in the paper where to described the difference between what the competition offers (jewelry sets or nail polish sets but rarely the two in combo and none with cartoon idols) and what your product will offer. There is something missing from the positioning strategy. I don't sense a strategy that has a clear, easily communicated distinction from o.
Promotion
The document discusses integrated marketing communication and promotion strategies. It explains that promotion involves coordinating advertising and other tools like public relations, trade promotions, sales promotions, personal selling, and in-store displays. The objectives of promotion vary depending on the product's life cycle stage. For new products, the objective is often creating awareness and trial, while for mature products it is maintaining sales. Effective promotion strategies depend on the consumer's decision-making stage.
(Case study) nivea
Nivea developed a marketing plan to relaunch its Nivea For Men brand in the UK. The plan involved conducting a SWOT analysis to assess the brand's strengths, weaknesses, opportunities, and threats. Objectives were set to increase market share and sales. Strategies included developing new products based on consumer research, and promoting the brand through above-the-line advertising and below-the-line activities like sports sponsorships. The plan was evaluated using key performance indicators like increased market share, sales growth, and brand image ratings, showing it met its targets.
P5
The document discusses various marketing techniques used by organizations, including market segmentation, targeting, positioning, and branding. It provides details on how Magners Cider uses these techniques. Specifically, it notes that Magners segments its market by age range, targeting 20-25 year olds. It uses branding to increase recognition and promotions both above and below the line. The location where it places its products is also important to effectively target its desired demographic.
launching new soap
Market segmentation involves dividing the total market into groups based on common characteristics. The document discusses segmenting the market for a beauty soap called "Caramel" based on geography, demographics, psychographics, and behavior. It outlines the company's mass market strategy to treat the total market as one segment. The key details of the "Caramel Beauty Soap" product are provided, including the price, promotions, distribution channels, and competitors. An analysis discusses targeting health conscious customers and those seeking skin care solutions, while innovating to address common issues like infections and sun protection. The test marketing strategy involves a new market launch, supermarkets, and free samples distributed by cinema actors.
26695443 advertising-and-promotion-of-different-fmcg-brands-in-india
This document discusses promotional strategies used by various fast-moving consumer goods (FMCG) brands in India. It covers promotional methods like sales promotions, advertising, and rural marketing. For sales promotions, it provides examples like Ponds offering discounts to retailers or complementary gifts to consumers. For advertising, it discusses major methods like email, magazines, newspapers, radio, television, and web pages. It also examines rural promotion strategies of brands like Tiger biscuits and Parachute coconut oil. Finally, it analyzes promotional activities and strategies of major FMCG companies in India like HUL, GCPL, and strategies for oral care, soap, washing powder, and other segments.
Brand Extension of Unilever
The document discusses brand extension strategies used by Unilever. It defines brand extension as using an existing brand name to enter a new product category. Some key points:
1. Brand extension is a popular strategy that reduces new product costs and increases success probability by leveraging parent brand equity.
2. The brand extension process involves decisions around the parent brand, positioning, development, name selection, and sponsorship/advertising for the new product.
3. Successful extensions depend on maintaining a strong perceived fit between the parent brand and new product, while failures can dilute the parent brand image.
Global advertising
Global advertising aims to market a product worldwide by treating the entire world as a single market, without accounting for local differences. International advertising involves setting up offices in other countries to cater products and marketing to each local market while still being owned by the parent company. When expanding a business globally, companies must decide whether a global or international strategy best suits their product. Global advertising works for large chains selling standardized products everywhere, while international advertising allows catering to local customs while still maintaining a unified brand across countries.
NimbleDivision-WhitePaper-The-Importance-of-Marketing-Strategy
The document discusses the importance of developing an effective marketing strategy for a brand. It begins by using the analogy of driving a race car without a steering wheel to illustrate the danger of building a brand without a strategy. It then outlines the key components of developing a successful marketing strategy, including conducting a situational analysis, developing a strong brand positioning, and considering the marketing mix of product, price, place, and promotion. Finally, it stresses the importance of consistent brand reinforcement across all customer touchpoints to build strong brand equity over time.
Project on shampoo
This document provides an overview of the Indian shampoo market and consumer behavior related to shampoo purchases. It discusses how shampoo manufacturers like Procter & Gamble and Hindustan Unilever segment the market and position different brands based on benefits. The aggressive marketing of new brands and line extensions in India has led to rapid market growth. The document also examines factors like pricing, advertising, and consumer perceptions that influence shampoo sales. Finally, it outlines the objectives and methodology of a study analyzing brand preferences and the impact of advertising on consumer buying behavior in the Indian shampoo market.
CMO Summit 2023 - Aaron Musgrove News Release.pdf
Aaron Musgrove of The Brand Makers, a sponsor company at the marcus evans CMO Summit 2023, discusses how CMOs can ensure branded gifts add value to a marketing campaign.
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Chapter 16 advertising, sales promotion & public relations
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Executive Summary The first sentence left me asking, What compa.docx
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26695443 advertising-and-promotion-of-different-fmcg-brands-in-india
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Marketing ramashastri bimm-glow brand case
- 1. BRAND STRATEGIES SUBMITTED BY- Archit Garg Geet sawhney Mohit sharma Sidharth Kumar
- 2. Ranganathan, the VP, Marketing,plans to launch e new product (i.e. an Anti- Infection SOAP) under the extension of the existing brand, “GLOW” (which is their flagship brand. Glow – Beauty and complexion care Ranganathan’s point- Manu’s point •Demand gap in anti Would hit the image of the infection soap parent brand •So it’s a huge oppurtunity •The sales may double over a period Market not conducive to launch a new brand
- 3. No we do not agree with ranganathan’s decision to launch a new soap under the same brand. This is because if one decides to leverage a brand name the core message should remain same as that of the parent brand Here the core message is ‘Glow takes care of your beauty and complexion’ But the new soap being launched gives the message “ we fight infection’ which does not convey the same message as the parent If at all they launch it they should target the sports women, who work in field or teenagers affected with acne and all and convey the message that new GLOW takes care of beauty and complexion by keeping germs away
- 4. MULTIBRANDING STRATEGY can help the company in establishing an entire different image for its brand and can help to extend the hold on the market by tageting new segments with the existing products. Using Multi branding we can try to cater to a different segments of customers without losing the existing customers. So here, the new brand can include a change in packing, the color, a resonating name with the image that the brand is trying to portray and also with the target customers
- 5. If at all they launch it they should target the sports women, who work in field or teenagers affected with acne and all and convey the message that new GLOW takes care of beauty and complexion by keeping germs away