Integrated marketing commuinication plan an IMC plan Ahmed Hazzaa
An IMC plan presentation for an Egyptian company called Kaha faced a development crisis during the 90's in this presentation providing a new design for the packaging and new target segment among the youth in the Egyptian society and new form of distribution
MKT 445: Branding & New Product Development
-Surveyed 50 people within the brand's target market to understand the brand from the consumer and brand manager's perspective based on its brand equity.
- Developed 2 new (possible) brand extensions. Identified the opportunity, conducted focus groups to qualitatively measure its favorability, recommended a decisive final outcome with rationale.
Class Concepts: Points of Parity, Points of Differentiation, Positioning, Brand Resonance Pyramid Model, User Profiles, Mental Maps, Sources of Brand Equity
What is Omnichannel Retail? Past. Present. Future.Mihai Dragan
Omnichannel retail allows traditional retailers to connect their existing channels such as brick and mortar or call centers to digital channels - online store, mobile app, social shopping channels and others.
This presentation focuses on how this came to be, what are the bottlenecks in implementing omnichannel retail and why should retailers switch to this new approach.
Probably the most compelling reasons to adapt to omnichannel retailing are today's customer demands. The customer wants 24/7 service and the same experience on all sales channels, whether it is the offline store, the mobile app or the brick and mortar outlet.
Integrated marketing commuinication plan an IMC plan Ahmed Hazzaa
An IMC plan presentation for an Egyptian company called Kaha faced a development crisis during the 90's in this presentation providing a new design for the packaging and new target segment among the youth in the Egyptian society and new form of distribution
MKT 445: Branding & New Product Development
-Surveyed 50 people within the brand's target market to understand the brand from the consumer and brand manager's perspective based on its brand equity.
- Developed 2 new (possible) brand extensions. Identified the opportunity, conducted focus groups to qualitatively measure its favorability, recommended a decisive final outcome with rationale.
Class Concepts: Points of Parity, Points of Differentiation, Positioning, Brand Resonance Pyramid Model, User Profiles, Mental Maps, Sources of Brand Equity
What is Omnichannel Retail? Past. Present. Future.Mihai Dragan
Omnichannel retail allows traditional retailers to connect their existing channels such as brick and mortar or call centers to digital channels - online store, mobile app, social shopping channels and others.
This presentation focuses on how this came to be, what are the bottlenecks in implementing omnichannel retail and why should retailers switch to this new approach.
Probably the most compelling reasons to adapt to omnichannel retailing are today's customer demands. The customer wants 24/7 service and the same experience on all sales channels, whether it is the offline store, the mobile app or the brick and mortar outlet.
retail communication mix, brand, brand equity, brand awareness, brand associations, brand image, IMC program, methods to communicate with retail customers, direct marketing, direct mail, e-mail, mobile marketing
After viewing this project one can have a outside knowledge of what is category management, why it is important in retail perspective, how category manager perform his duties in a daily roster map.
concept of marketing channel refers to concept, roles, functions and flows of marketing channel. also explains the channel levels and the number of intermediaries used in the channel.
retail communication mix, brand, brand equity, brand awareness, brand associations, brand image, IMC program, methods to communicate with retail customers, direct marketing, direct mail, e-mail, mobile marketing
After viewing this project one can have a outside knowledge of what is category management, why it is important in retail perspective, how category manager perform his duties in a daily roster map.
concept of marketing channel refers to concept, roles, functions and flows of marketing channel. also explains the channel levels and the number of intermediaries used in the channel.
This is an explanation and further exploration of Rosabeth Moss Kanter’s article: How Great Companies Think Differently, as published in the Harvard Business Review. This elaborates on the concept of institutional logic and its six facets, with examples of companies such as GE, Unilever, Heinz, P&G and more.
Worldwide Warehouse Logistics Group CapabilitiesCliff Driggers
Worldwide Warehouse Logistics Group Partners with some of the best manufacturers in the Material Handling Industry.
Poweramp Premium Loading Dock Equipment
GMR Safety Truck Restraints
Fairborn USA Dock Seals and Shelters
Rytec High Speed Doors
Go Fan Yourself HVLS Industrial/Commercial Fans
Lusio by Flextronics LED Warehouse Lighting
Spacesaver Industrial High Density Mobile Systems
Wayne Dalton Sectional, Rolling Steel and Rolling Steel Fire Doors
DL Manufacturing
Alba Conveyor Manufacturer
As well as products from these manufacturers
Bluff Manufacturing, Ideal Shield, Got-Rack, Clopay, Cram-A-lot, Southworth Products, Tennant and others
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
1. Questions
■ What can retailers build brand equity for their stores and their
private-label merchandise?
■ How are retailers using new approaches to communicate with their
customers?
■ What are the strengths and weaknesses of the different methods for
communicating with customers?
■ Why do retailers need to have an integrated marketing
communication program?
■ What steps are involved in developing a communication program?
■ How do retailers establish a communication budget?
■ How can retailers use the different elements in a communication mix
to alter customers’ decision-making processes?
16-1
2. Objectives of Communication Program
Long-term
Build Brand (retailer’s name) Image
Create Customer Loyalty
Short-term
Increase Traffic
Increase Sales
16-2
3. Brands
Distinguishing name or symbol, such as a logo, that
identifies the products or services offered by a seller and
differentiates those products and services from those
offered by competitors
The McGraw-Hill Companies, Inc./John Flournoy, photographer The McGraw-Hill Companies, Inc./Bob Coyle, photographer
16-3
4. Value of Brand Image
Value to Retailers (Brand Equity)
Value to Customers
■ Attract Customers
■ Build Loyalty
■ Higher Prices Leading to
Higher Gross Margin
■ Reduced Promotional Expenses
■ Facilitates Entry into New Markets
Gap GapKids
■ Promises Consistent
Quality
■ Simplifies Buying Process
■ Reduces Time and Effort
Searching for Information
About Merchandise/Retailer
16-4
5. Building Brand Equity
Create a High
Level of Brand
Awareness
Develop
Favorable
Associations
Brand
Equity
Consistent
Reinforcement
Create Emotional
Connections
16-5
11. Retailers Develop Associations
with their Brand Name
Brand name is a set of associations that are usually organized
around some meaningful themes
Brand associations: anything linked to or connected with the
brand name in a consumer’s memory
Merchandise Category – Office Depot – office supplies
Price/quality – Neiman Marcus –, high fashion merchandise
Specific attribute or benefit – 7-Eleven – convenience
Lifestyle or activity – Electronic Boutique – computer games
16-11
18. Consistent Reinforcement through Integrated
Marketing Communication Program
Integrated Marketing Communication Program
■ A program that integrates all of the
communication elements to deliver a
comprehensive, consistent message
■ Providing a consistent image can be challenging
for multichannel retailers – Need to consider the
needs of all channels early in the planning of its
communication program
16-18
19. Integrated Marketing Communications
Present a Consistent Brand Image through all Communications
with Customers
•Store Design
•Advertising
•Web Site
•Magalog
The McGraw-Hill Companies, Inc./Andrew Resek, photographer
16-19
20. Brand Extensions
■
■
■
■
Gap GapKids and Old Navy
Talbots Talbuts Mens
Sears Sears Auto Centers and the Great Indoors
Pottery Barn Pottery Barn Kids
The McGraw-Hill Companies, Inc./Andrew Resek, photographer
16-20
21. Extending Brand Name to a New Concept
Pluses
■ Develop Awareness and
Image Quickly
■ Less Costs Needed to
Promote Extension
Minuses
■ Associations Might Not
Be Compatible with
Extension
Limited Victoria’s Secret
Abercrombie & Fitch Hollister
16-21
23. Paid Impersonal Communications
■
■
■
■
■
■
■
Advertising
Sales promotions – Special events, In-store demonstrations
Games, sweepstakes and contests
Coupons
Boxes of KrustyO’s cereal at a New York 7Store atmosphere
Eleven stores, temporarily converted into a
Website
Kwik-E Mart, to promote the Simpson Movie.
Community building
Jack Star/PhotoLink/Getty Images
16-23
24. Store Atmosphere
The combination of the store’s
physical characteristics
(architecture, layout, signs and
displays, colors, lighting,
temperature, sounds, smells)
together create an image in the
customers’ mind
16-24
25. Mediacart
A shopping cart that delivers
point-of-decision
advertising
■ Informs the customer
about special deals as the
customer passes them in
the aisle
■ Each video screen is
embedded with an RFID
chip that interacts with
chips installed on store
shelves
■ Records shopping habits,
dwell times, how shoppers
travel through the store
16-25
26. Community Building
Retailers’ Community Building
Websites
offer opportunities for
customers with similar
interests to learn about
products and services that
support their hobbies and
share information with
others
16-26
27. Paid Personal Communication
■ Retail salespeople are primary vehicle for
providing paid personal communication to
customers.
Personal selling – salespeople satisfy needs through
face to face exchange of information
■ Email – retailers inform customers of new
merchandise, receipt of order or when order has
been shipped
■ Direct Mail
■ M-Commerce (mobile commerce)
16-27
28. Unpaid Impersonal Communication
Publicity is communication through significant
unpaid presentations about the retailer, usually a
news story, in impersonal media.
• Newspaper
• TV coverage
• Macy’s Thanksgiving Day Parade
16-28
29. PR
The Gap, Emporio Armani, and Apple are
among several retailers selling red
products, a portion of the proceeds go to
Product RED, a charity to wipe out AIDS in
Africa
16-29
30. Unpaid Personal Communication
■ Word-of-mouth
Can be favorable
Can be detrimental
■ Social Shopping
A communication strategy in which consumers use
Internet to engage in the shopping process by
exchanging preferences, thoughts, and opinions
Product/service reviews
16-30
33. Planning the Retail Communication Program
Steps in Developing a Retail Communication Program
16-33
34. Setting Objectives
■ Communication objectives:
Specific goals related to the retail communication
mix’s effect on the customer’s decision-making
process
Long-term: ex) creating or altering a retailer’s brand
image
Short-term: ex) increasing store traffic
16-34
36. Retail and Vendor
Communication Programs
Vendor
Retailer
• Long-term objectives
• Short-term objectives
• Product focused
• Category focused
• National
• Local
• Specific product
• Assortment of
merchandise
16-36
37. Setting the Communication Budget
• Marginal analysis
Advertising
Sales
• Objective and task
• Rules of thumb
Sales
Advertising
- Affordable
- Percent of sales
- Competitive parity
16-37
38. Setting the Communication Budget
■ Marginal Analysis Method
Based on the economic principle that firms should
increase communication expenditures as long as
each additional dollar spent generates more than a
dollar of additional contribution
Very hard to use because managers don’t know the
relationship between communication expenses and
sales
16-38
43. Rule of Thumb Methods
Affordable Budgeting Method
– sets communication budget
by determining what money is
available after operating costs
and profits are budgeted.
Percentage of Sales Method –
communication budget is set as a
fixed percentage of forecasted sales.
Drawback: The affordable
method assumes that the
communication expenses
don’t stimulate sales and
profits.
Drawback: This method assumes
the same percentage used in the
past, or by competitors, is still
appropriate for the retailer.
16-43
44. Rule of Thumb Methods
Competitive Parity Method – this communication budget is set so
that the retailer’s share of communication expenses equals its
share of the market.
Drawback: This method (like the others) does not allow the retailer
to exploit the unique opportunities or problems they confront in a
market.
16-44
45. Allocation of the Promotional Budget
■ The retailer decides how much of its budget to
allocate to specific communication elements,
merchandise categories, geographic regions, or
long- and short-term objectives
■ Budget allocation decision is more important
budget amount decision
High-assay principle: The retailer allocate the
budget to areas that will yield the greatest return
16-45