The 3rd issue of the 1st volume of Magma. This issue covers Government bans export of cotton, Android market rebranded as Google Play, Nokia’s new 41 MP camera phone, IPL Carnival, Winners’ Loss, Innovating for the Community, The second P: Price.
This document provides a summary of Ilya Petrov's experience and qualifications. It outlines his career history working in advertising agencies in Russia from 2004 to present, including roles as copywriter and creative director. It also lists his areas of expertise and samples of campaign work. His portfolio includes prints, commercials, and other artifacts created for clients in various industries. Contact details are provided at the end.
A look at the top digital trends from the latter part of 2011. From personalized products and m-commerce to luxury brands pulling back the curtain, these are things to keep on the radar in 2012.
Eastman Kodak is launching a new IMC campaign called "Protecting the Future Kodak Moments" to promote its new Kodak Pharmaceuticals division. The campaign aims to familiarize millennials and Gen Xers with Kodak's move into pharmaceuticals production, appealing to their nostalgia for the Kodak brand and desire to keep family members healthy. The creative strategy highlights Kodak's 132-year history and focus on customers to build trust that Kodak can succeed in pharmaceuticals. Television, print, and social media ads will educate the target audiences on Kodak's past innovations and vision for the future of healthcare.
This document analyzes Coca Cola's "Share a Coke" marketing campaign. The campaign allowed customers to have their names printed on Coke bottles and cans. This led to a boost in Coke sales in the US for the first time in ten years. The author was interested in this topic because they enjoyed searching for their name on bottles over the summer. A YouTube video provided valuable secondary information by interviewing customers and showing how widely the campaign was marketed globally. The "Share a Coke" campaign related to the author's marketing module by empowering customers and increasing customer satisfaction and loyalty through personalized bottles. It demonstrated how Coke solved the problem of declining sales through creative marketing.
Apple is building a new Norman Foster-designed campus headquarters meant to inspire employees and attract top talent. Coca-Cola introduced its PlantBottle made partly from plants rather than petroleum, and its Freestyle soda fountain collects consumer data to understand preferences. BMW partnered with Guggenheim on a mobile lab exploring urban design that will visit cities worldwide. Panasonic is developing a "sustainable smart town" in Japan to pioneer green energy infrastructure.
This document provides an introduction and overview of the concept of brand culture. It discusses how brands are increasingly expressing their cultural aspects to meet consumer needs for meaning and identity. Culture allows brands to construct a cultural environment and grasp existential issues beyond just products. The document also explores how content is a means for brands to illustrate their rich culture, but that the ultimate goal is developing a cultural strategy to provide deeper meaning. It provides context for how the concept of brand culture has emerged and its importance in helping brands maintain relevance in a globalized world where consumers desire uniqueness.
Coca-Cola's ubiquity strategy of ensuring its brand is visible everywhere has been highly successful, even though blind taste tests show people generally prefer the taste of Pepsi. Studies show advertising seen after consuming a product can influence later evaluations of that product. When reformulated to taste more like Pepsi, "New Coke" was poorly received, showing people prefer the brand they know. Similarly, tests of reformatted Stella Artois found people liked the old recipe more when in the familiar bottle. Coca-Cola's pervasive presence means it is constantly exposed subconsciously, aiding the brand through emotional rather than rational assessments.
This document provides a summary of Ilya Petrov's experience and qualifications. It outlines his career history working in advertising agencies in Russia from 2004 to present, including roles as copywriter and creative director. It also lists his areas of expertise and samples of campaign work. His portfolio includes prints, commercials, and other artifacts created for clients in various industries. Contact details are provided at the end.
A look at the top digital trends from the latter part of 2011. From personalized products and m-commerce to luxury brands pulling back the curtain, these are things to keep on the radar in 2012.
Eastman Kodak is launching a new IMC campaign called "Protecting the Future Kodak Moments" to promote its new Kodak Pharmaceuticals division. The campaign aims to familiarize millennials and Gen Xers with Kodak's move into pharmaceuticals production, appealing to their nostalgia for the Kodak brand and desire to keep family members healthy. The creative strategy highlights Kodak's 132-year history and focus on customers to build trust that Kodak can succeed in pharmaceuticals. Television, print, and social media ads will educate the target audiences on Kodak's past innovations and vision for the future of healthcare.
This document analyzes Coca Cola's "Share a Coke" marketing campaign. The campaign allowed customers to have their names printed on Coke bottles and cans. This led to a boost in Coke sales in the US for the first time in ten years. The author was interested in this topic because they enjoyed searching for their name on bottles over the summer. A YouTube video provided valuable secondary information by interviewing customers and showing how widely the campaign was marketed globally. The "Share a Coke" campaign related to the author's marketing module by empowering customers and increasing customer satisfaction and loyalty through personalized bottles. It demonstrated how Coke solved the problem of declining sales through creative marketing.
Apple is building a new Norman Foster-designed campus headquarters meant to inspire employees and attract top talent. Coca-Cola introduced its PlantBottle made partly from plants rather than petroleum, and its Freestyle soda fountain collects consumer data to understand preferences. BMW partnered with Guggenheim on a mobile lab exploring urban design that will visit cities worldwide. Panasonic is developing a "sustainable smart town" in Japan to pioneer green energy infrastructure.
This document provides an introduction and overview of the concept of brand culture. It discusses how brands are increasingly expressing their cultural aspects to meet consumer needs for meaning and identity. Culture allows brands to construct a cultural environment and grasp existential issues beyond just products. The document also explores how content is a means for brands to illustrate their rich culture, but that the ultimate goal is developing a cultural strategy to provide deeper meaning. It provides context for how the concept of brand culture has emerged and its importance in helping brands maintain relevance in a globalized world where consumers desire uniqueness.
Coca-Cola's ubiquity strategy of ensuring its brand is visible everywhere has been highly successful, even though blind taste tests show people generally prefer the taste of Pepsi. Studies show advertising seen after consuming a product can influence later evaluations of that product. When reformulated to taste more like Pepsi, "New Coke" was poorly received, showing people prefer the brand they know. Similarly, tests of reformatted Stella Artois found people liked the old recipe more when in the familiar bottle. Coca-Cola's pervasive presence means it is constantly exposed subconsciously, aiding the brand through emotional rather than rational assessments.
How To Crash The Party North 1231226907563744 1gueste76bac7
This document discusses how brands can participate in the consumer-controlled economy without being thrown out. It outlines how consumers now control media and brand consumption through user-generated content. Brands must find ways to empower consumers as creators by providing tools for self-expression. Examples include allowing consumers to design products and share brand communications. The rise of social media has given consumers more control over their experiences. Brands must learn to participate in conversations and communities instead of just pushing messages.
The document summarizes retail trends among Chinese youth in 2010. Key trends included: (1) Social media sites that allowed youth to see others' opinions on products and make shopping social; (2) New experiential retail environments like kids hair salons and playgrounds that sparked children's imaginations; and (3) Chinese brands gaining prominence and launching new concept stores both domestically and abroad to target Chinese consumers. Flash sales, mobile payments, and bringing online features to physical stores were also trends seen in 2010.
From Retail to Wetail: the future of retail communicationAlessandro Panella
The retail landscape has changed dramatically over the last 10 years. New technologies have forced retailers to rethink their business models and the way they will engage with consumers and shoppers in the future.
“I think that a lot of retailers are facing up to the fact that the world is omni-channel or multichannel. The point is that retailers have to realize that they need to engage with shoppers whenever and wherever those shoppers are thinking about purchasing.” says Bryan Roberts from Kantar Retail in the latest Brand Z report about the most valuable Retailer Brands in 2012.
During that period of time we’ve seen a pure-play e-commerce retailer, Amazon, become the most valuable retailer brand in the world. The role of the physical store has changed – moving away from merchandising products to offering unique brand experiences. To put it in the words of Vittorio Radice, CEO of leading Italian department store La Rinascente, “We want to be the place where we know that the people shopping there are not actually shopping for products, they‘re shopping for an experience.”
This transformation is happening everywhere. Discounters have recognized the need to reinvent themselves and provide better quality and service instead of just cheap prices as evidenced by the move of Aldi Süd in Germany who is planning to grow the share of branded products in its assortment to as much as 25%. Shoppers should no longer be called shoppers if one thinks about the traditional definition: “One who visits stores in search of merchandise or bargains.” The times when people were searching for just merchandise or bargains are gone. The explosion of social media and the many possible brand interactions have created a new breed of shoppers. These people want to have a say in what is sold, they join forces to gain better prices and are more than happy to share their experiences if they feel listened to.
So how do retail brands strive in such an environment? How will they engage with the new breed of shoppers? What does the future of retail communication look like? These are just some of the questions we will raise in this study and we hope that you’ll find the answers interesting.
Directors are responsible for the creative vision of a film and must understand all aspects of production from concept to editing. They oversee casting, directing camera crews, choosing equipment and locations while adhering to budgets and schedules. Directors earn an average salary of £100,000 in the UK and require strong creative skills, vision, leadership, and the ability to work under pressure.
As a millennial, born in 1990, I have first hand knowledge of what’s trending with today’s youth. I grew up on the internet. I had my first cell phone in middle school, and I check my social media sites more frequently than my email. I understand where the kids are coming from because, as much as I don’t want to admit it out loud, I’m still one of those kids.
After shifting through the current trends of my generation, four over-arching themes emerged: self-expression, new media, the share economy, and the socially conscious consumer.
Major societal trends are driving companies to develop creative new products and services. These trends include: 1) Advancement of digital technology like mobile, data storage and social media which allows companies to experiment more and better understand customers; 2) Increasing social diversity which provides different perspectives to spark new ideas; and 3) Consumer demands for personalized experiences and help navigating an abundance of options, presenting challenges that require creative solutions.
An agency in Amsterdam called Muse held a competition for internships using the Draw Something app, where applicants would draw creative interpretations of prompts to score an internship. Cadbury launched a Facebook app for its "Keep Team GB Pumped Parade" to rally support for British Olympic athletes, letting users create avatars to join the virtual parade and enter weekly prize draws. Project Re:Brief by Google and an ad agency reimagined four classic US ads, including a Coca-Cola ad, for the digital age.
Interbrand Best Global brands report 2021Social Samosa
The Interbrand Best Global Brands report highlights the top 100 brands for 2021. Overall, the average brand value increase of the Best Global Brands is 10% in 2021, compared to 1.3% in 2020.
Coke's 'fans first' approach in social communitiesiStrategy
A presentation by Michael Donnelly,
Group Director of Worldwide Interactive Marketing for Coca-Cola, created for the iStrategy2010 conference. @MichaelDonnelly
This presentation outlines Coke's 'fans first' approach in social communities.
Trendwatching.com is an independent consumer trends firm that relies on a global network of spotters to deliver business inspiration and insights. It publishes free monthly trend briefings on its website, www.trendwatching.com, including discussions of recent innovations from around the world in response to changing consumer demands and economic conditions. The briefing provided discusses over 50 examples of recent innovations across various industries.
The document provides an overview of Unit 1 Presentation by Caleb Browning covering several topics:
1. An agency profile of AMV BBDO, including its ownership structure and operation model. It is one of the largest agencies globally and created successful campaigns like "You're not you when you're hungry" for Snickers.
2. A print case study on WPP creating black and white newspaper advertisements for a Turkish appliance brand focusing on environmental messages using imagery of a whale.
3. Audience research on Snickers advertisements shown to different age groups, finding younger audiences responded more positively while older groups found the ads intimidating and not leaving a positive brand image.
4. An analysis of distribution
In the beginning of 2015 we worked the available trends reports out in order to make it compact and relevant to Russian-thinking people. As a fundamental basis JWT allowed us summarizing 100 trends into 8 and then up to 2 slides with a common overview of implications to the Russians.
[ Baby Marketees ] Group 1 - Brand AssignmentCường Phan
Anlene is a bone health product brand from New Zealand that has been on the market for 20 years. It aims to raise awareness of osteoporosis and promotes better nutrition and exercise to prevent bone issues. Anlene has funded numerous clinical trials on bone health.
Lifebuoy is a hand soap brand that aims to change handwashing behavior in developing countries to reduce child mortality from diseases. It has various product lines and promotes hygiene education programs.
Lego engages both children and adults through creative play and nostalgia. While the core building block toys have remained similar, Lego also produces movies and video games to appeal to multiple generations simultaneously.
[ Baby Marketees ] Group 1 - Brand AssignmentCường Phan
The document discusses several brands and their relationships with consumers. It covers how brands can address consumers' life issues or fears (Anlene), be woven into daily routines (Lifebuoy), bring back memories (Lego), inspire affection or anxiety about availability (Budweiser), play important roles over many years (McDonald's), be seen as dependable partners (Dell), and feel deeply familiar (P/S toothpaste). The brands discussed aim to strengthen bones (Anlene), promote handwashing (Lifebuoy), foster creativity (Lego), deliver premium beer experiences (Budweiser), offer convenience (McDonald's), provide reliable computers (Dell), and ensure fresh breath (P/S
A 19-year-old boy becomes obsessively in love with three blonde girls and takes it upon himself to secretly seduce and date them all at the same time. He is psychologically damaged and has trust issues, which leads him to stalk and control the girls' lives. One day, one of the girls discovers he is dating her friends too and confronts him. In retaliation, he kidnaps and kills her to prevent her from telling the others. The friends get suspicious and try to find the truth, but he stops them by killing or misleading them. In the end, one girl learns the truth and avenges her friends by killing the stalker boyfriend.
This document summarizes a presentation about mobile commerce trends from Paul McCormack, a senior consultant at Independent Technology Consultants. The presentation covers what is currently happening in mobile, including growth in e-commerce through mobile and improved devices, connectivity, and content. It also outlines upcoming developments like augmented reality, in-app purchases, and contactless payments. The presentation recommends that companies develop a mobile strategy, keep it simple, measure success, and optimize their digital presence for mobile as that is where future customers will be accessing information and making purchases.
MAGMA is the magazine of the marketing forum at Sydenham Institute of Management Studies, Research and Entrepreneurship Education. The magazine aims to develop students' marketing skills by sharing the latest industry news and trends. This issue includes summaries of an online matchmaking site launching an anti-dowry game and a Mercedes commercial promoting a new safety feature to make airbags obsolete. It also has an article about the importance of embracing failure during innovation and another discussing how marketing concepts from books still provide guidelines but must be challenged.
The 2nd issue of the 1st volume of Magma. The issue covers Yum! Food’s exponential growth, Flicking the middle finger, Samsung Galaxy Note arrives in the USA, Tata Starbucks arrives in India. The secret of flying high, Exploiting Emotions, The first P: Product.
This student's work placement involved working at Ytteren short-term branch, a facility with 13 short-term and respite places founded in 1900. The student discusses the tools used at the facility and what they learned from tasks like assisting residents and learning healthcare procedures.
How To Crash The Party North 1231226907563744 1gueste76bac7
This document discusses how brands can participate in the consumer-controlled economy without being thrown out. It outlines how consumers now control media and brand consumption through user-generated content. Brands must find ways to empower consumers as creators by providing tools for self-expression. Examples include allowing consumers to design products and share brand communications. The rise of social media has given consumers more control over their experiences. Brands must learn to participate in conversations and communities instead of just pushing messages.
The document summarizes retail trends among Chinese youth in 2010. Key trends included: (1) Social media sites that allowed youth to see others' opinions on products and make shopping social; (2) New experiential retail environments like kids hair salons and playgrounds that sparked children's imaginations; and (3) Chinese brands gaining prominence and launching new concept stores both domestically and abroad to target Chinese consumers. Flash sales, mobile payments, and bringing online features to physical stores were also trends seen in 2010.
From Retail to Wetail: the future of retail communicationAlessandro Panella
The retail landscape has changed dramatically over the last 10 years. New technologies have forced retailers to rethink their business models and the way they will engage with consumers and shoppers in the future.
“I think that a lot of retailers are facing up to the fact that the world is omni-channel or multichannel. The point is that retailers have to realize that they need to engage with shoppers whenever and wherever those shoppers are thinking about purchasing.” says Bryan Roberts from Kantar Retail in the latest Brand Z report about the most valuable Retailer Brands in 2012.
During that period of time we’ve seen a pure-play e-commerce retailer, Amazon, become the most valuable retailer brand in the world. The role of the physical store has changed – moving away from merchandising products to offering unique brand experiences. To put it in the words of Vittorio Radice, CEO of leading Italian department store La Rinascente, “We want to be the place where we know that the people shopping there are not actually shopping for products, they‘re shopping for an experience.”
This transformation is happening everywhere. Discounters have recognized the need to reinvent themselves and provide better quality and service instead of just cheap prices as evidenced by the move of Aldi Süd in Germany who is planning to grow the share of branded products in its assortment to as much as 25%. Shoppers should no longer be called shoppers if one thinks about the traditional definition: “One who visits stores in search of merchandise or bargains.” The times when people were searching for just merchandise or bargains are gone. The explosion of social media and the many possible brand interactions have created a new breed of shoppers. These people want to have a say in what is sold, they join forces to gain better prices and are more than happy to share their experiences if they feel listened to.
So how do retail brands strive in such an environment? How will they engage with the new breed of shoppers? What does the future of retail communication look like? These are just some of the questions we will raise in this study and we hope that you’ll find the answers interesting.
Directors are responsible for the creative vision of a film and must understand all aspects of production from concept to editing. They oversee casting, directing camera crews, choosing equipment and locations while adhering to budgets and schedules. Directors earn an average salary of £100,000 in the UK and require strong creative skills, vision, leadership, and the ability to work under pressure.
As a millennial, born in 1990, I have first hand knowledge of what’s trending with today’s youth. I grew up on the internet. I had my first cell phone in middle school, and I check my social media sites more frequently than my email. I understand where the kids are coming from because, as much as I don’t want to admit it out loud, I’m still one of those kids.
After shifting through the current trends of my generation, four over-arching themes emerged: self-expression, new media, the share economy, and the socially conscious consumer.
Major societal trends are driving companies to develop creative new products and services. These trends include: 1) Advancement of digital technology like mobile, data storage and social media which allows companies to experiment more and better understand customers; 2) Increasing social diversity which provides different perspectives to spark new ideas; and 3) Consumer demands for personalized experiences and help navigating an abundance of options, presenting challenges that require creative solutions.
An agency in Amsterdam called Muse held a competition for internships using the Draw Something app, where applicants would draw creative interpretations of prompts to score an internship. Cadbury launched a Facebook app for its "Keep Team GB Pumped Parade" to rally support for British Olympic athletes, letting users create avatars to join the virtual parade and enter weekly prize draws. Project Re:Brief by Google and an ad agency reimagined four classic US ads, including a Coca-Cola ad, for the digital age.
Interbrand Best Global brands report 2021Social Samosa
The Interbrand Best Global Brands report highlights the top 100 brands for 2021. Overall, the average brand value increase of the Best Global Brands is 10% in 2021, compared to 1.3% in 2020.
Coke's 'fans first' approach in social communitiesiStrategy
A presentation by Michael Donnelly,
Group Director of Worldwide Interactive Marketing for Coca-Cola, created for the iStrategy2010 conference. @MichaelDonnelly
This presentation outlines Coke's 'fans first' approach in social communities.
Trendwatching.com is an independent consumer trends firm that relies on a global network of spotters to deliver business inspiration and insights. It publishes free monthly trend briefings on its website, www.trendwatching.com, including discussions of recent innovations from around the world in response to changing consumer demands and economic conditions. The briefing provided discusses over 50 examples of recent innovations across various industries.
The document provides an overview of Unit 1 Presentation by Caleb Browning covering several topics:
1. An agency profile of AMV BBDO, including its ownership structure and operation model. It is one of the largest agencies globally and created successful campaigns like "You're not you when you're hungry" for Snickers.
2. A print case study on WPP creating black and white newspaper advertisements for a Turkish appliance brand focusing on environmental messages using imagery of a whale.
3. Audience research on Snickers advertisements shown to different age groups, finding younger audiences responded more positively while older groups found the ads intimidating and not leaving a positive brand image.
4. An analysis of distribution
In the beginning of 2015 we worked the available trends reports out in order to make it compact and relevant to Russian-thinking people. As a fundamental basis JWT allowed us summarizing 100 trends into 8 and then up to 2 slides with a common overview of implications to the Russians.
[ Baby Marketees ] Group 1 - Brand AssignmentCường Phan
Anlene is a bone health product brand from New Zealand that has been on the market for 20 years. It aims to raise awareness of osteoporosis and promotes better nutrition and exercise to prevent bone issues. Anlene has funded numerous clinical trials on bone health.
Lifebuoy is a hand soap brand that aims to change handwashing behavior in developing countries to reduce child mortality from diseases. It has various product lines and promotes hygiene education programs.
Lego engages both children and adults through creative play and nostalgia. While the core building block toys have remained similar, Lego also produces movies and video games to appeal to multiple generations simultaneously.
[ Baby Marketees ] Group 1 - Brand AssignmentCường Phan
The document discusses several brands and their relationships with consumers. It covers how brands can address consumers' life issues or fears (Anlene), be woven into daily routines (Lifebuoy), bring back memories (Lego), inspire affection or anxiety about availability (Budweiser), play important roles over many years (McDonald's), be seen as dependable partners (Dell), and feel deeply familiar (P/S toothpaste). The brands discussed aim to strengthen bones (Anlene), promote handwashing (Lifebuoy), foster creativity (Lego), deliver premium beer experiences (Budweiser), offer convenience (McDonald's), provide reliable computers (Dell), and ensure fresh breath (P/S
A 19-year-old boy becomes obsessively in love with three blonde girls and takes it upon himself to secretly seduce and date them all at the same time. He is psychologically damaged and has trust issues, which leads him to stalk and control the girls' lives. One day, one of the girls discovers he is dating her friends too and confronts him. In retaliation, he kidnaps and kills her to prevent her from telling the others. The friends get suspicious and try to find the truth, but he stops them by killing or misleading them. In the end, one girl learns the truth and avenges her friends by killing the stalker boyfriend.
This document summarizes a presentation about mobile commerce trends from Paul McCormack, a senior consultant at Independent Technology Consultants. The presentation covers what is currently happening in mobile, including growth in e-commerce through mobile and improved devices, connectivity, and content. It also outlines upcoming developments like augmented reality, in-app purchases, and contactless payments. The presentation recommends that companies develop a mobile strategy, keep it simple, measure success, and optimize their digital presence for mobile as that is where future customers will be accessing information and making purchases.
MAGMA is the magazine of the marketing forum at Sydenham Institute of Management Studies, Research and Entrepreneurship Education. The magazine aims to develop students' marketing skills by sharing the latest industry news and trends. This issue includes summaries of an online matchmaking site launching an anti-dowry game and a Mercedes commercial promoting a new safety feature to make airbags obsolete. It also has an article about the importance of embracing failure during innovation and another discussing how marketing concepts from books still provide guidelines but must be challenged.
The 2nd issue of the 1st volume of Magma. The issue covers Yum! Food’s exponential growth, Flicking the middle finger, Samsung Galaxy Note arrives in the USA, Tata Starbucks arrives in India. The secret of flying high, Exploiting Emotions, The first P: Product.
This student's work placement involved working at Ytteren short-term branch, a facility with 13 short-term and respite places founded in 1900. The student discusses the tools used at the facility and what they learned from tasks like assisting residents and learning healthcare procedures.
The 4th issue of the 1st volume of Magma. This issue covers The phenomenon that is Angry Birds, Business News, Top 10 mistakes that marketers make while rebranding, Sensory Branding, Business below the line.
View the story here. But if you're looking at getting children to comprehend the story and help them answer some questions based on the story, visit http://www.quodeck.com/?=Marketing and sign up or go here http://www.quodeck.com/presentation/show/gQryyerY7kRAGQsZt
Leonid Holjar is a Croatian civil engineer with over 10 years of experience in architectural and structural design. He received his graduate degree in civil engineering from the University of Rijeka in 2015. Currently, he works as an architect and structural designer at Građevno projektni zavod d.o.o., where he has been employed since 2005. His main responsibilities include designing residential buildings and industrial facilities. He is proficient in English and has excellent computer skills, including the use of CAD software like ArchiCAD and Artlantis.
Unele persoane au dificultăţi în alegerea ţinutei potrivite pentru un anumit tip de eveniment (interviu, dineu oficial, spectacol etc.). Să se dezvolte o aplicaţie Web care permite alegerea pieselor de îmbrăcăminte corespunzătoare pe baza garderobei existente – diversele informaţii de interes pot fi preluate de la DBpedia sau Freebase. Se vor oferi sugestii conform tendinţelor modei, sezonului, cromaticii dorite şi/sau stilului vestimentar adoptat de persoana respectivă. De asemenea, se vor pune la dispoziţie informaţii utile referitoare la achiziţionarea unor produse de interes, în funcţie de localizarea geografică a utilizatorului.
The document provides a checklist for key steps to help ensure a successful move to cloud hosting. It outlines 9 steps: 1) choosing the right cloud model (public, private, hybrid); 2) understanding security requirements; 3) understanding the benefits of cloud hosting; 4) understanding setup and exit costs; 5) ensuring assumptions are realistic; 6) ensuring technical practicality; 7) understanding security risks; 8) considering non-technical factors like data protection; and 9) properly managing cloud vendors and contracts.
This document appears to be a quiz containing 11 multiple choice questions about minimalist movie posters, as it is titled "Minimalist Movie Posters Quiz" and contains numbered questions from 1 to 11. The brief document simply lists the question numbers without providing any additional context or details about the questions themselves.
We are connected to others more than ever. It has more impact on the way everything revolves around. This document is my quest to address few possibilities in the future.
We are proud to announce our 31st Innovation Excellence Weekly for Slideshare. Inside you'll find ten of the best innovation-related articles from the past week on Innovation Excellence - the world's most popular innovation web site and home to 5,000+ innovation-related articles.
Marketing has changed dramatically from the Mad Men era of the 1960s to today. In the past, marketing was defined by linear thinking, craftsmanship, and scarcity. Marketers could look to the past for inspiration and copy strategies that had worked before. However, today's world is characterized by acceleration, automation, and abundance due to rapid technological changes. Marketers can no longer rely on past approaches and must adapt to constant disruption and changing consumer behaviors driven by new contexts. Machines now perform many tasks previously done by humans, and the role of marketers is shifting as data and automation become more prominent in the industry.
Several documents were summarized that discussed brand integrations and events at SXSW 2013. Polk Audio showcased their headphones by having music acts perform in their booth. Whole Foods CEO John Mackey spoke about conscious capitalism. Post-it promoted their new large notepad by having attendees create ideas on them. Oreo sponsored various aspects of the event to promote their "you can still dunk in the dark" tweet. Elon Musk showed a video of SpaceX successfully landing a reusable rocket. The summaries focused on the key insights around how these companies engaged attendees and promoted their brands.
Dennis Loos A Case study of Brand Hacking.pdfdennis loos
I’m always asked, “what’s the difference between one brand and another, Dennis Loos?” Why does something work for one brand yet, doesn’t stick when it comes to the other. Why does Levi make it big, while the likes of Wrangler have to inch their way into the market?
This document discusses the concept of planned obsolescence, where products are designed to have
a limited useful lifespan in order to drive more frequent purchasing. It provides perspectives from an
interview with author Giles Slade who argues that designers intentionally plan for short product
lifetimes. Examples are given of electronics like iPods being designed with batteries that would last
only 11 months. The consequences of this trend towards disposability are also discussed, such as
increased electronic waste and how short attention spans have led to decreasing expectations for
how long products should function before being replaced.
1. The document discusses 22 immutable laws of branding, including the laws of expansion, contraction, publicity, advertising, the word, credentials, quality, the category, the name, extensions, fellowship, the generic, the company, sub-brands, siblings, shape, colour, borders, and consistency.
2. Some key points are that brands become stronger when their focus is narrowed, brands are built with publicity and maintained with advertising, brands should strive to own a word in consumers' minds, quality alone does not build brands, and brands should promote their category rather than just the brand. Consistency is important and brands should not change over time.
3. Global branding allows brands to increase their market by growing
Brand communications in a crisis: a framework for Covid-19Amy Brown
Many brands are turning off the lights or choosing to say not much at all; don't go that route. Here is a simple set of rules, framework and examples to follow, along with a collection of resources. Created by Phoenix Brand Strategy, March 2020.
Kodak failed to focus on youth and new technologies like digital photography, instead clinging to print and film. In contrast, Apple has focused on youth for 20 years, developing products like the iPod and iPhone for new generations and partnering with education. Where Kodak isolated itself with an insular culture and "design thinking" focused on products, Apple closely engaged youth to understand their needs. Kodak could have created new technologies like Instagram but failed to engage or understand youth, sowing the seeds of its bankruptcy.
VR was a major topic at SXSW 2016, with brands beginning to experiment using it to enhance experiences. Brands offering luxury experiences, like Lufthansa allowing virtual trips, were early adopters. Technology and bioengineering solutions were discussed as ways to address climate change and resource scarcity. Gen Z sees their identity as a personal brand they curate across social media, and they view brands as tools to help shape their personal brands. Dynamic pricing and experiences that adapt in real time to inputs were also discussed as trends, with examples including Uber, Disneyland, and websites that update continuously. Racism in advertising was addressed, with points made that changing who works in the industry and moving portrayals from "homage
The document discusses branding and provides examples of small businesses with effective branding strategies. It begins by defining branding and its key components such as logo, colors, fonts, marketing collateral, slogans, and core values. It then profiles several small businesses that have created strong brands through strategies like using social media effectively, leveraging crowdfunding platforms, gaining celebrity endorsements organically, and addressing important social issues.
Eating the big fish modern enterpreneurship - arise robyArise Roby
IT IS NOT WITH BIG FISH EATING SMALL FISH if you watch clearly who cannot gallop in terms of Creativity and Change according business scenario are out of the race.
This document provides 10 ways for brands to innovate or risk failure. It discusses how brands must evolve to stay relevant as customer needs change. It provides examples of brands like Blockbuster that failed to innovate and were disrupted. The document emphasizes the need for brands to focus on execution, develop new revenue streams, and behave like startups to survive the modern economy.
Build a beachhead or perish why everyone apart from your fans is a distractionGraham Brown
Nokia's CEO referred to "building a beachhead" for Windows phones, acknowledging the need to focus on fans. However, true success requires embracing fans as paramount. Fans are far more influential than average customers. To build a beachhead, a brand must understand fan fundamentals: all brands have fans; a brand's fans differ from other brands' fans; fans love what a brand does for them, not the brand itself. Most challenges facing mobile companies are cultural - focusing too much on average customers rather than fans, relying on creative agencies that drown out fans' voices, and using research methods that don't reveal true fans. To build a beachhead, a brand must overcome these cultural walls by focusing on
The document discusses how to future-proof brands. It provides examples of how brands like the Louvre museum, Nike, and Starbucks have adapted to remain relevant and appealing to new generations of consumers. The consulting firm, Bharat Bambawale & Associates, helps clients future-proof their brands by focusing on brand purpose, audience, functionality, aesthetics, and enduring appeal. They believe future-proof brands combine business goals with an inspiring purpose, create authentic connections, and innovate to be sustainable and beloved.
MARKETING MANAGEMENT – DEFINITION AND CONCEPTSundar B N
This document provides an overview of marketing management and key concepts in marketing. It defines marketing management as the process of planning, executing, and managing conception, pricing, promotion, and distribution of goods and services to create value for customers. The document outlines several concepts in marketing including production, product, selling, marketing, societal, and holistic concepts. It provides examples to illustrate each concept and concludes with a brief discussion of the evolving nature of marketing.
The Importance of Listening to Your CustomersDrift
The document discusses the importance of listening to customers and provides examples of companies that failed or succeeded by listening to customer feedback. It introduces the "Spotlight Framework" to categorize customer feedback into user experience issues, product marketing issues, and positioning issues to prioritize responses. It advocates using an incremental approach to make many small updates in response to feedback rather than large changes, in order to strengthen the brand through improved customer experience.
The document discusses trends in how consumers engage with brands across real and virtual worlds. It provides examples of how brands can (1) get consumers more involved in products through collaboration platforms and personalization, (2) offer useful content and services, and (3) have a multi-platform media strategy across social media, websites, mobile apps, and events to better integrate into consumers' lives. The key recommendation is for brands to allow consumers to become part of the brand through contact, content, and an integrated media strategy across real and virtual worlds.
Confirmation bias can negatively impact decision making by leading people to only seek out information that confirms their existing beliefs. This is what happened to Kodak, as they ignored evidence of the growing digital photography market and held onto the belief that their film business was untouchable. To combat confirmation bias, Warren Buffett recommends acknowledging its influence, considering all available information rather than just confirmatory evidence, and giving voice to dissenting opinions during the decision making process.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
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https://instblast.com/instagram/free-instagram-views
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
mMagma v1.3
1. Volume 1, Issue 3
Sydenham Institute of Management Studies, Research and Entrepreneurship Education
MAGMA MAGazine of MArketing An initiative by the SIMSREE Marketing Forum
Business News
Government bans export of cotton
In a move that took everyone from the Agriculture minister, Sharad Pawar to chief minister of Gujarat, Narendra Modi by surprise, the ministry of textiles has banned the export of cotton w.e.f. 6th March 2012. At a time where associations like the Cotton Association of India and others are on one hand trying to promote Indian cotton and textiles outside India and on the other hand trying to bridge the already large gap between surplus production and insufficient domestic usage of cotton, this move comes as a surprise to many.
http://goo.gl/uG95x
Android market rebranded as Google Play
In order to stand against competition such as Apple iStore and the Amazon Store, who provide a unified access to all digital content - be it apps, music, movies, ebooks or any other media – under one roof, Google has rebranded its Android Marketplace as the Google Play Store. Users can now manage their digital purchases and downloads with ease and have them easily synced across multiple devices.
http://goo.gl/ZOPGo
Nokia’s new 41 MP camera phone
This week at the Mobile World Congress at Barcelona, Nokia had a something to show that captured the hearts of mobile phone enthusiasts and photography enthusiasts alike. It unveiled its new 808 PureView mobile phone which sports a new 41 MP sensor. However, with very somber overall specifications and an outdated and laggy OS, the phone is unlikely to find mass appeal. However, most people are looking forward to Nokia utilizing the same sensor in its Lumia line of windows powered smartphones.
IPL Carnival
The next IPL season is just around the corner, and the folks over at Ogilvy have come out with a brand new, refreshing commercial for IPL. Dubbed as the IPL “Carnival”, the ad showcases a couple of school boys visiting a carnival featuring rides and attractions depicting various legends of cricket. The ad does a good job of communication the fact that IPL is not just about cricket, but an entertainment venture in itself. The ad ends with one of the kids wondering what the fuss is all about and the ‘ringmaster’ commenting “Yeh IPL hai boss!”
http://youtu.be/m3P8wKICzqU
2. Volume 1, Issue 3
Sydenham Institute of Management Studies, Research and Entrepreneurship Education
Winners’ Loss
By Jinali Parekh, Member
There are a few questions one needs to ponder upon.
Is it possible to conceive that the success and popularity of a brand such as Coca-Cola or McDonald’s, who were the pioneers in their product categories, could become a weakness?
Is it the case that the very fact that these path- breaking brands have carved a niche for themselves in the marketplace is stunting their growth?
Success is like a horizon – no limits. There is always room for expansion. There is always a way ahead. All that is needed is innovation and thinking out of the box. And also skepticism is at peak levels. Every move that is made is under a microscope and the entire world population is on the other side of it, tracking, judging, commenting and finally reacting to each of your moves. Hence each move has to be made after a lot of deliberation.
The strongest brands are also those which are the most tied down. Consumers know what they want from Coca-Cola (cola) and McDonald’s (fast food) and they don’t want anything different. So if McDonald’s wanted to set up a vegetarian, high class restaurant, it would need to change its brand name in order to attract customers. Coca-Cola has learnt from real experience. When it launched a range of Coca-Cola clothes, sales were far lower than expected.
So should Coca-Cola only sell aerated drinks and nothing else? Can McDonald’s sell only fast food? Is it the case that people think that they are not competent enough to sell something else? Even though you feel that these brands indeed are competent enough to venture around into other product categories, it is your mind that just doesn’t agree to the fact.
Brand perception has always been the crux of any marketing strategy for a brand. Al Ries has said it over and over again, marketing is not the battle of products, it is the battle of perceptions. It is simple logic. You want people to buy your product. You have to find a way in which they will remember your product. And human mind works in mysterious ways. To better understand what your message is up against, let’s take a closer look at the ultimate objective of all communication: the human mind. Like the memory bank of a computer, the mind has a slot or position for each bit of information it has chosen to retain. In operation, the mind is a lot like a computer. But there is one important difference. A computer has to accept what you put into it. The mind does not. In fact it is quite the opposite. The mind rejects the new information that doesn’t ‘compute’. It accepts only that new information that matches its current state of mind. It filters out everything else.
3. Volume 1, Issue 3
Sydenham Institute of Management Studies, Research and Entrepreneurship Education
Take two abstract drawings. Write the name Schwartz on one and Picasso on the other. Then ask someone for an opinion. With the labels on, you see what you expect to see.
The Pepsi challenge proved that when blindly people were made to taste Pepsi and Coca Cola, majority of people preferred the sweeter taste of Pepsi compared to Coca Cola even though there is no doubt about Coca Cola’s far better lead than Pepsi in terms of market share. With the labels on, you taste what you expect to taste.
Were it not so, there would be no role for advertising at all. Were the average consumer rational instead of emotional, there would be no advertising. At least not as we know it today. If advertising’s sole purpose was only awareness why do you think the market leaders are still pouring in huge money in advertising? Everyone already knows about the brand. Than what’s the point?
One prime objective of all the advertising is to heighten expectations. To create the illusion that the product or service will perform miracles you expect. And presto! That is exactly what advertising does.
Let’s do a quick quiz:
What does Coca-Cola stand for? Cola
What does Cadbury stand for? Chocolates
What does Bisleri stand for? Packaged water
What does Xerox stand for? Photocopiers
These companies have spent a bomb and years together to become one of a kind in their category. Think carefully. They have become the category. But this super close association itself becomes harmful at times. Take the classic case of Bisleri. This name has become so much associated with the product category, that we go to a shop and just say that I would like a Bisleri. It doesn’t matter even if finally the guy at the counter is providing an Aquafina. In order to address to this issue Bisleri had even come up with an advertisement which recreated the above scene and then emphasized in the fact that when I ask for a Bisleri, give me a Bisleri.
Same is the case with Xerox. We seldom use the word ‘photocopy’ and stick with ‘Xerox’ even if the machine at the photocopy place is that of Canon.
But whatever the case, this itself is enough to show the success levels to which these brands have reached. So to ask the question again, can a brand become so successful? If a brand becomes globally associated with one type of product, it is almost impossible to change the consumer’s perception. After all, brands are names. If two people have exactly the same name, it can be confusing, and so it is with products. So Coca-Cola cannot do well selling clothes. The trouble is, although Coca-Cola is an internationally adored brand, people don’t want to wear a Coke, they’d always prefer drinking Coke. Another case is that of Xerox. Xerox has seen such humungous success that it has turned against it. It can no longer produce anything apart from photocopiers. It tried its luck in stretching beyond copying into the field of computer technology and data processing with Xerox Data Systems and then into fax machines. But it failed disastrously. The problem arises when a customer walks into a shop, hands over a piece of paper and asks for a Xerox. First he used to get a photocopy. But now there is confusion. Xerox also stands for faxing. So now if a customer wants Xerox, he has to also specify photocopy or fax.
There goes the USP of the brand.
Now let’s consider the case when the product category itself changes, regardless of the brand’s will. This situation may never have affected Coco- Cola or McDonald’s, but it has affected
4. Volume 1, Issue 3
Sydenham Institute of Management Studies, Research and Entrepreneurship Education
others, most notably Kodak. Perhaps no market in the world has changed as quickly and as drastically as photography as more and more consumers are trading their standard photographic cameras for digital alternatives. It’s only a matter of time that the entire camera market goes digital. Kodak, however is a name intrinsically associated with conventional photographs. When most people think Kodak, they think little yellow boxes of film. They don’t think cutting-edge digital technology. What can one do in such a situation? Kodak however was so blind to the change happening around it that it took a lot of time and a lot of investment in reviving the conventional photography, to finally shift to digital photography. Till then it was too late.
Owning a category is also accompanied with owning an image in the minds of people. It basically means owning a word in consumer’s mind and every time the brain triggers this particular word/emotion, the brand recall happens. Building an image in people’s mind is a slow gradual process but it is the most effective method of improving brand recall among prospects
Hasn’t Coca-Cola just driven into our heads that opening a Coke is synonymous to opening happiness? Cadbury has literally changed the Indian landscape by majorly replacing sweets for all kinds of celebration – be it ‘aaj pehli tareekh hai’, ‘shubh aarambh’, ‘kuch meetha ho jaye’.
Image building can be both conscious and sub conscious. And brands should be aware of the sub conscious image that is being built within people. Take the case of Tata Nano. A car that was priced at a mere 1 lac, just imagine the kind of technological innovation that must have gone into making the product. The speculation was high too and every move of Nano was being monitored. But the sales did not match up. Why? It was because of the sub conscious image building. It could not live up to the hype. But it was never meant to live up to THAT much hype. Plus the positioning went wrong as people started seeing it as a poor man’s car.
Let’s take another example. The one brand with perhaps more mythology attached to it than any other is, without doubt : Harley Davidson
Harley Davidson owners aren’t just loyal. They love the brand. They do not care that the motorcycles they ride are not the best in terms of technology or that they may be prone to the occasional oil leakage. What matters is the bike myth – the freedom of the open road, and all its macho connotations. So the company thought about extending the name to other masculine apparels - Aftershave, perfume, Tshirts, socks, cigarette lighters, ornaments and wine coolers. All items very masculine, no doubt. But they bombed. Why? Again sub conscious image building was at play here. Image of Harley Davidson had become ‘possession’. ‘I am the lucky one to possess a Harley Davidson. And believe me, it came at a price. A price much, much higher than a T shirt’. That is brand dilution gone too far.
So the question here is, can a brand become bigger than the product? And if it does, is it good or is it bad? Small brands have big landscapes to scale, big brands have very little room for expansion. Couple that with the mammoth egos that these brands sport. Leaders often read their own advertising so avidly that they end up thinking they can do no wrong. The leaders should know what their brand actually means to people with whose emotions they have played over the years through millions of dollars spent by them. As they say, what goes around comes around.
5. Volume 1, Issue 3
Sydenham Institute of Management Studies, Research and Entrepreneurship Education
Innovating for the Community
It feels good when a brand innovates on an idea that benefits not only the brand but also the community. One such innovation is the children's park which was created by Cochin (Kerala) based ice-cream brand Uncle John. Original source : marketingnews91.com , article recommended by : Devans J Patwaa, SIMSREE
Uncle John is a famous local brand of ice-creams marketed by M/S Jojo Frozen Foods Pvt Ltd. The brand name is coined from the name of its founder MC John.
Uncle John's I-Drive is a small children's park located near the NH Byepass at Cochin. Cochin which is the business capital of Kerala only has two well maintained parks for the residents. Both these parks are located in the heart of the city which makes it difficult to reach thanks to the heavy traffic. The launch of this small park which is away from the traffic of the city has proved to be a big boon to Cochinites. The park is modeled as a traffic park for kids with cycles, battery operated cars etc and other standard outdoor plays like slides, see-saw etc.
What is interesting is that the whole concept of the park is ideated and executed by the brand. According to reports, the park is the idea of Mr.Joseph Simon who is a Director at the company which owns the brand. Another interesting fact is that the park charges Rs 25 as the entry fee ( per person) and the users can purchase ice-creams for that amount. The park already is a big hit among the residents of Cochin.
This park is a classic case of smart marketing practice where the brand takes an initiative to offer something that is useful for the community ( also the target market) at the same time benefiting itself in the process. The investment of the park is huge but it is going to benefit the brand in the long-term. The brand through this idea is able to attract the TG and also makes them experience the products and at the same time provides enjoyment to them. This is a classic case of experiential marketing.
Pic Courtesy : The Hindu
However, the brand despite being innovative in the concept somehow was not aggressive in promoting itself in the park. Except for a hoarding there is not much OOH media inside the park that enhances the brand's visibility. In a typical Sunday, around 700 families visit the park and that is an audience a brand will die for. There is lot of scope for innovation for the brand inside the park.Hope that the brand is able to sustain the park and gain its true return in terms of brand equity. The brand could have done lot of things inside the park that will enhance the brand's awareness and equity like
Events
Memorabilia
Merchandise
Contests
In the long term factors like safety, new games/rides, courteous staff, parking facilities, support of the corporation authorities will play a critical role in the success of this unique idea.
6. Volume 1, Issue 3
Sydenham Institute of Management Studies, Research and Entrepreneurship Education
The second P: Price
We continue our detailed analysis of the 4Ps with our next installment: Price.
Pricing is often considered to be the most important factor of the Marketing mix. This is because while all the other ‘P’s are expenses for the firm, this is the only factor which determines the firms revenues.
The important factors to be taken into consideration when setting the price are:
1. Fixed and variable costs to manufacture your product
2. Prices of your competition
3. Positioning of your product
4. Targeting of your product and the ability and willingness of your target group to pay for your product.
The various pricing strategies you may employ are :
1. Penetration Pricing: Initially set lower prices to increase sales and market share. Once market has been captured, increase your prices. E.g. Introductory Offers
2. Skimming Pricing: Initially set higher prices and then gradually lower prices to make the product available to a wider audience. E.g. Mobile Phones
3. Competition: Price your product in relation to
your competition’s. E.g. Mobile Service Providers
4. Product Line Pricing: Have multiple products in your product range aimed at different price points. E.g. Different editions of the windows operating system
5. Bundle Pricing: Bundle a group of products at a reduced price. E.g. Buy One Get One Free
6. Psychological Pricing: Consider the psychology of your price point before pricing your product. E.g. Rs. 99 instead of Rs. 100
7. Premium Pricing: Purposely set a higher price to reflect the exclusiveness of your product. E.g. Luxury Cars
8. Optional Pricing: Sell optional extras along with your main product to maximize your revenue. E.g. Mobile phone accessories
9. Cost Pricing: Take the cost of product and distribution into account and add your required profit margins to that figure to come up with your final price. E.g. Computer Parts
Certain competitive advantages like brand value, first mover advantage, patents and exclusivity allow you to price your product higher than what you normally would.
Invitation for articles
We are always looking for new articles to feature in upcoming editions of MAGMA.
Send in your articles to : simsree.marketing.forum@gmail.com