Rational appeal
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Rational appeal in advertising communicates the important characteristics and benefits of products to solve customer problems by highlighting specific product features and services. Rational appeal uses logic and reason to promote a product's quality, performance, price competitiveness, popularity, and new or unique attributes. Products using rational appeal are typically superior, affordable, easy to use, and competitive compared to alternatives due to ongoing improvements that help them survive in competitive markets.
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Heiert had seen good and bad quarters at Olay, a P&G-owned brand, over the course of his career. When he first joined as an Assistant Brand Manager in 2000, Olay was just establishing itself as the leading skincare brand in the world.
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Heiert needed to act fast to revive Olay. But how? There was no shortage of ideas on the table—he and his team debated everything from brand equity, new consumer groups, kickstarting innovation, altering their marketing and distribution models, and what categories the brand should play in.
The brand needed an immediate turnaround. If Olay could not reverse course, P&G might consider divesting the brand. In a deal in 2015, P&G had already sold off 43 beauty brands to Coty Inc.
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Any perspective on Jul/Aug/Sep Olay sales? The sales report shows sales are -12%, a significant miss on a low estimate. My guess is there must be some special causes in the quarter and wanted to get your thoughts on whether the plan will return Olay sales to grow in Oct/Nov/Dec and whether you still plan to deliver your sales growth promised for the fiscal year.
Heiert had seen good and bad quarters at Olay, a P&G-owned brand, over the course of his career. When he first joined as an Assistant Brand Manager in 2000, Olay was just establishing itself as the leading skincare brand in the world.
By the time Heiert rejoined the brand in 2015, however, Olay’s sales had been declining consistently for several years. Each year, Olay lost 5% to 10% of its consumer base for the past five years. Every valiant attempt to fix the situation failed. From its peak at over $2 billion in retail sales in 2009, sales had fallen to just over $1 billion in retail sales by fiscal year 2017. (See Exhibit 1a for Olay’s global sales growth year-over-year since 2000 and Exhibit 1b for U.S. sales from 2010-2016.)
Heiert needed to act fast to revive Olay. But how? There was no shortage of ideas on the table—he and his team debated everything from brand equity, new consumer groups, kickstarting innovation, altering their marketing and distribution models, and what categories the brand should play in.
The brand needed an immediate turnaround. If Olay could not reverse course, P&G might consider divesting the brand. In a deal in 2015, P&G had already sold off 43 beauty brands to Coty Inc.
Nykaa Case Study
Looking to learn from the success of Nykaa, one of India's leading e-commerce beauty retailers? Look no further than the Nykaa Case Study by Ecomforbreakfast.com.
In this comprehensive ebook, we dive deep into the story behind Nykaa's rise to the top of the Indian beauty market. You'll learn about the company's founding, its early struggles, and the innovative strategies that allowed it to achieve such impressive growth.
Through detailed analysis and real-world examples, we'll explore the key factors that set Nykaa apart from its competitors. From its cutting-edge technology platform to its personalized customer service, you'll discover how Nykaa has managed to create a truly exceptional customer experience.
But that's not all. In addition to exploring Nykaa's success story, the ebook also provides valuable insights and lessons that any e-commerce entrepreneur can apply to their own business. You'll learn about the importance of customer research, the power of social media marketing, and the role of data analytics in driving growth.
Whether you're a seasoned e-commerce pro or just starting out, the Nykaa Case Study is a must-read for anyone looking to succeed in the competitive world of online retail. With its engaging writing, compelling insights, and practical advice, this ebook is sure to become a go-to resource for years to come.
Winona China market strategy report by daxue consulting
China has become the world’s second largest beauty market since 2019 and more Chinese beauty brands start to rise in the market. In order to study the 2021 C-beauty trends that brands don't want to miss, daxue consulting investigated the market strategies of four of the top C-beauty brands, 1) Perfect Diary 2) Florasis 3) HomeFacial Pro 4) Winona.
Unilever bangladesh ltd (final)
Unilever Bangladesh has developed a marketing plan to introduce a new tooth whitening system called White Light. White Light uses light technology and a whitening gel to whiten teeth quickly at home. The plan outlines segmentation of the target market as urban areas, pricing as between 1500-2000 taka using market skimming, and a promotional strategy including advertising, sales promotions, and public relations events with dental experts. The product will be introduced in Dhaka and Chittagong through Unilever's distribution network of distributors and retailers.
Lakme vs maybelline
Lakme and Maybelline are leading cosmetics brands in India. Lakme is owned by Unilever and has been operating in India since 1952, providing cosmetics and salon services. Maybelline is owned by L'Oreal and focuses on makeup products. Both companies have wide product ranges and utilize various marketing strategies like advertising, celebrity endorsements, and digital promotion. Their main competitors are each other as well as international brands like L'Oreal and Revlon in the Indian market.
3 popular products in market
3 POPULAR PRODUCTS IN THE MARKET WHICH ARE SELLING LIKE HOTCAKES AND THE MARKETING STRATEGY FOLLOWED BY THE COMPANIES FOR MAKING THESE PRODUCTS SUCCESS.
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Clinique Laboratories is launching a new Mineral Translucent Spray Blusher that contains pure minerals and is fragrance-free and allergy tested. An event will be held to promote the product and create awareness of its benefits among women aged 22-35 in Jakarta. The budget and program details for the event are provided, including engagement of media partners to maximize outreach.
Revitalizing your business
The document discusses a framework for revitalizing a business through brand reinvention. It provides examples of how companies like Olay, Cadillac, IBM, Walmart, and Apple successfully reinvented their brands by redefining their propositions, targeting new customer segments, transforming their product offerings and production processes, and creating new distribution channels. The framework involves assessing a brand's flexibility, market potential, alignment with trends, revenue size, and strategic usefulness to determine if it is a candidate for reinvention. Reinventing a brand requires holistically changing the brand proposition, target customers, offerings, production, and channels in an inter-departmental effort to stay relevant and drive sustained growth.
L'oreal presentation
This document provides a marketing plan for L'Oreal's new "Double Effect eye makeup cleaner". L'Oreal is a large international cosmetics company known for brands like L'Oreal Paris, Maybelline, and Lancome. The new eye makeup cleaner product aims to meet the need for an effective eye makeup remover, as dark eye makeup has become increasingly popular but can be difficult to fully remove. The marketing plan analyzes the target market, competitors, and recommends focusing initial sales in Europe, America, and Asia.
Product Life Cycle (PLC) & Brand existance
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Chapter 20 (Detergents).ppt
The document summarizes the detergent powder industry in India. It describes key metrics like market size, segmentation, major players and their market shares. Popular brands like Surf Excel, Ariel and Nirma are discussed along with their positioning, advertising campaigns and variants. Future trends of industry growth through upgradation and increasing consumption are also mentioned.
Marketing plan (LUX).
This document provides an overview of Unilever Bangladesh Ltd.'s marketing plan for their LUX beauty soap brand. It includes a situational analysis covering the market, competitors, SWOT analysis, and distribution channels. The marketing strategy section outlines objectives to expand into rural areas and target both males and females. It also describes product positioning, targeting urban middle and upper middle class consumers. Finally, it discusses the marketing mix of product varieties, pricing strategy, and extensive placement through warehouses and distributors.
Nivea strategy
Nivea is a global skin- and body-care brand owned by German company Beiersdorf. It started in 1911 and now presents 14 product categories in 150 countries. Nivea has market leadership in skin cream, body lotion, facial cleaning, and facial skin care categories in many countries. Beiersdorf extended the Nivea brand to different product categories to increase market share, fulfill customer needs, achieve worldwide uniform appearance, and reduce costs. While umbrella branding provides brand strength and awareness, it also risks diluting the core brand and negatively impacting sales if sub-brands fail.
Marketing of a product Hair care pro presentation
The group presented their marketing plan for a new shampoo brand called Niamia. They discussed defining their product as a shampoo and emphasizing marketing ethics. Their target markets are women ages 16-40, men, and young mothers. Key features of their shampoo include being anti-damage, anti-dandruff, and nourishing. They analyzed competitors like Head & Shoulders and developed a positioning statement. Their action plan includes an advertising campaign using celebrities and sampling. They discussed objectives to make ads simple, memorable, interesting and emotionally engaging. The group will survey customers for feedback and control sales, expenses and respond to issues to ensure success.
Clinique 2012-final
This marketing plan summarizes Clinique's strategy to introduce and promote its Thermal Water skin care product line. Clinique is a leading prestige skincare brand established in 1968 that sells products in over 130 countries. The plan outlines the skin care market opportunities, product details and features, target demographic of women ages 25-50, and a marketing mix strategy including distribution through pharmacies and department stores, promotional campaigns using advertising, public relations, and direct marketing to customers. The objectives are to increase market share by 5% and profits by 2% while providing customer satisfaction at a lower cost.
Surf excel vs ariel
This document provides information on the detergent market in India and profiles of Surf Excel and Ariel detergents. The total detergent market size in India is Rs 8800 crores with a volume of 2.3 million tonnes and 98% market penetration. Surf Excel was introduced in 1959 and is one of the oldest detergents in India, known for its stain removal capabilities. Ariel was launched in 1991 as the first compact detergent and introduced stain-removing technologies. Both brands aim to increase market share through new variants, rural expansion, and strengthening brand awareness.
Loreal HBR case analysis- Global brand local knowledge
Thank you for the insightful presentation on L'Oreal's global brand strategy. Here are my thoughts on some of the questions:
1. L'Oreal acquired The Body Shop to expand into the natural/ethical beauty segment, which was growing. However, some argue the brands' visions don't fully align. Time will tell if it was a sound long-term strategy.
2. L'Oreal's matrix structure with global brands/divisions allows localized execution while leveraging scale. However, managing brand identities across cultures is challenging and requires constant refinement.
3. L'Oreal segments consumers based on demographics, culture, values and beauty needs/preferences. They develop products catering to segments like ethnic
MAC LIPSTICK (FYP - 0peration Management)
Contoh kertas kerja FYP subjek Operation Management jabatan perdagangan... POLITEKNIK SHAH ALAM
*Doakan semua ahli kumpulan yang membuat fyp ini semoga sentiasa mendapat manfaatnya. Amin~
Fevicol1
The document discusses the marketing mix strategies of Fevicol adhesive brand in India. It covers the 4Ps of marketing - product, price, place, and promotion. For product, it discusses Fevicol's portfolio and positioning as a pioneer brand. For price, it discusses value-based pricing. For place, it discusses Fevicol's extensive distribution network. For promotion, it discusses Fevicol's memorable advertising campaigns and relationship building initiatives. Competitors like Araldite, Bondtide and Loctite are also mentioned.
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Winona China market strategy report by daxue consulting
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Visual research
Visual research is a qualitative research methodology that uses visual art mediums like film, photography, drawings and paintings to represent knowledge. It can be used to establish or disprove facts, solve problems, and create ideas and theories. Visual research analyses themes in images, relationships between images and audiences, and narratives. It also studies the image creation process and what is both visible and hidden. Visual research can generate evidence not possible through interviews or surveys alone. It reveals what is hidden internally for research participants and uses participant-generated visuals for more effective interviews exploring their inner experiences.
Human irrationality seems more rational
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What is innovation
This document discusses the concept of innovation and its importance for businesses. It defines innovation as finding unique solutions to problems through the development of new ideas. The document outlines three types of innovation: functional, emotional, and process innovation. It provides examples of each type, such as Starbucks creating an emotional experience for customers and developing carry cups for functional innovation. The document stresses that innovation is a dynamic, evolving process that aligns with changing human needs and environments. It is critical for businesses to innovate in order to survive and thrive in today's world.
Decoding 'marketing myopia' of miniso
A Chinese low-cost retailer and variety store chain that specializes in household and consumer goods including cosmetics, stationery, toys, and kitchenware. MINISO is successfully redefining everyday objects in a new kind of retail experience.
What is branding?
Branding in basic words is the advancement of items and administrations with various promoting devices and a unique advertising blend. It has existed since the 1500s yet has developed into a legitimate pupil a lot later.
Marking is exceptionally unique in nature; it can change for the time being and has the force of adjusting viewpoints. It is a vital device for organizations to advance and sell their items/administrations to shoppers.
Type of Strategic Alliance
There are three main types of strategic alliances: 1) Joint ventures which form a new company owned jointly by the partner companies; 2) Equity strategic alliances where one company purchases a share of another company; and 3) Non-equity alliances which allow companies to share resources without creating a new entity or sharing equity. Strategic alliances allow partners to combine expertise and resources to introduce new solutions, expand into new markets, and transform their businesses in a changing environment. However, the objectives and long-term partnership fit must be considered carefully when selecting alliance partners.
Emotional Appeal
Emotional advertising attempts to use positive and negative emotions to motivate purchases by associating feelings with brands. It is not based on careful analysis but rather aims to create an individual psychological appeal. There are various emotional appeals that can motivate buying, such as love appeals which depict couples happily spending time together cherishing moments (exemplified by Coca-Cola ads), and self-love appeals which aim to boost self-esteem and a sense of belonging (exemplified by Dove ads). Brands also use comfort appeals by promoting restful sleep without worries (like Sleepwell), and safety appeals by providing security for precious items (like Godrej lockers).
Strategic alliance (1)
The document discusses strategic alliances between companies. It defines a strategic alliance as when two or more independent organizations join together to pursue mutually agreed upon objectives. Companies form strategic alliances for reasons such as product development, market expansion, and improving existing product lines. Both companies benefit from bringing together their complementary resources, expertise, and skills. Strategic alliances allow partners to increase manufacturing capacity, access new markets, and develop innovative solutions beyond what either could achieve alone. The document provides examples of different types of strategic alliances across various industries.
Market research and segmentation
Market research involves gathering information about target markets and consumers. There are two main types of market research: primary and secondary. Primary research involves directly collecting raw data through surveys, interviews, and questionnaires. Secondary research analyzes already published data from sources like government reports. Market segmentation divides consumers into groups based on demographics, psychographics, geography, and behaviors to better understand their needs and purchase decisions. Understanding market segmentation helps companies design effective marketing strategies.
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一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
原版办【微信号:95270640】【哥伦比亚大学毕业证(Columbia毕业证书)】【微信号:95270640】《成绩单、外壳、雅思、offer、真实留信官方学历认证（永久存档/真实可查）》采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。
【我们承诺采用的是学校原版纸张（纸质、底色、纹路）我们拥有全套进口原装设备，特殊工艺都是采用不同机器制作，仿真度基本可以达到100%，所有工艺效果都可提前给客户展示，不满意可以根据客户要求进行调整，直到满意为止！】
【业务选择办理准则】
一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信号95270640】文凭即可
二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信号95270640】即可
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1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
留信网服务项目：
1、留学生专业人才库服务（留信分析）
2、国（境）学习人员提供就业推荐信服务
3、留学人员区块链存储服务
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我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
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学校原件一模一样【微信：741003700 】《(Sunderland毕业证书)桑德兰大学毕业证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
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【主营项目】
一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！
二.真实使馆公证(即留学回国人员证明,不成功不收费)
三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
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如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
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在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
学校原件一模一样【微信：741003700 】《(英国UWS毕业证书)西苏格兰大学毕业证学位证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
本公司拥有海外各大学样板无数，能完美还原。
1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700
【主营项目】
一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！
二.真实使馆公证(即留学回国人员证明,不成功不收费)
三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
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Rational appeal
- 2. Rational appeal communicates the important characteristics of the products in which advertisers aims to solve their problem by introducing specific products and services. There is logic and reason hidden behind the product.
- 4. Rational Appeal itself contains a lot of appeal such as price appeal, news appeal, performance appeal, competitive appeal, and popularity appeal. When a product uses rational appeal in its advertisement then the company aims to communicate the high quality of the product. Generally, such products are superior in nature and cheap in price.
- 5. Such kinds of products are easy to use and competitive in nature at the same time. For example: Lakme Eyeconic kajal offers smudge- proof as well as waterproof kajal for everyday use whereas Maybelline New York kajal offers intense and dark shine, enriched with Vitamin E and smudge free in nature. But the prices of these two kajal varies.
- 6. These products are available everywhere, popular, and comfortable in buying. Every year new features are introduced within the product to survive in the competitive market.