Lush is an international natural cosmetics company founded in the UK in 1995 with over 800 stores worldwide. It produces environmentally-friendly and cruelty-free products and actively campaigns on social issues like gay rights, human rights, and animal welfare. Lush understands its customers, called "Consumer Innovators", want to try new products, be socially and environmentally conscious, and feel empowered. Lush's brand personality aims to match the traits of its typical customers by being sincere, down-to-earth, honest, and excitement through being daring and spirited.
Lush cosmetics is known for its fresh, handmade products and commitment to ethical values like environmental sustainability and animal welfare. The company was founded in the late 1980s and has since grown to over 400 stores worldwide. Lush aims to make ecology fun through innovative, colorful products with humorous names. It differentiates itself through transparency in ingredients and packaging as well as an addictive in-store experience where customers can touch products. The company has developed a loyal customer base, now referred to as fans, due to its strong brand reputation and coherence with its mission and values.
This campaign was developed with a fellow Integrated Marketing Communications student at Ithaca College. The aim of this project was to redefine the image of the natural beauty product brand LUSH cosmetics. We wanted to create deliverables that would showcase the whimsical features of the brand's products.
The document discusses Lush and how it appeals to customers' self-image and personality traits. It analyzes how Lush products tap into consumers' desires according to Freudian theory and appeals to their "Id" system. Lush also aims to appease customers' "Superego" through its ethical business practices. This allows customers' "Ego" to justify the purchase. The document also examines how Lush cultivates personality traits in its brand and how it positions itself as sincere, exciting, and environmentally friendly to attract innovative customers who are willing to try new products.
Kusmi Tea was founded in 1867 in Russia by Pavel Mikhailovich and is now owned by the Orebi family and based in Paris. It offers over 100 types of teas, teapots, mugs, and other accessories. Stores are located in Paris, London, Berlin, and New York. While prices range from €13-50 per package, the target customers are women aged 30-40 interested in health and wellness. The main competitor is Mariage Freres, another luxury tea brand.
Lush Cosmetics wants to promote their homemade facial masks through a digital marketing campaign to raise awareness and sales. The campaign will target both males and females between ages 15-60 who are interested in natural cosmetics. Advertising will include Google AdWords and social media posts promoting the masks and offering discounts. The six month campaign aims to gradually increase sales by 2%, 5%, and 8% through repeated advertisements. Success will be measured by tracking codes mentioned in social media that provide a free bath bomb with mask purchase. The estimated budget is $735,000, which will cover advertising costs and 100,000 free bath bombs as promotions. Partnering with beauty YouTube vloggers through promotional codes is also recommended.
Young Marketers Elite 7 - Assignment 2.1 - Phương Anh - Minh Huy - Ngọc Nhơn ...XuanAnMai1
1) The document discusses insights related to marketing strategies for various brands and products in Vietnam.
2) It identifies consumer insights such as young people wanting a beer that can be enjoyed across occasions, and the importance of connecting with neighbors during Tet.
3) The summaries propose marketing messages and campaigns centered around these insights, such as promoting Heineken Silver as a beer that is "light but bold" and can be enjoyed in many situations, and a Coca-Cola campaign emphasizing connecting with neighbors during Tet.
Lush is an international natural cosmetics company founded in the UK in 1995 with over 800 stores worldwide. It produces environmentally-friendly and cruelty-free products and actively campaigns on social issues like gay rights, human rights, and animal welfare. Lush understands its customers, called "Consumer Innovators", want to try new products, be socially and environmentally conscious, and feel empowered. Lush's brand personality aims to match the traits of its typical customers by being sincere, down-to-earth, honest, and excitement through being daring and spirited.
Lush cosmetics is known for its fresh, handmade products and commitment to ethical values like environmental sustainability and animal welfare. The company was founded in the late 1980s and has since grown to over 400 stores worldwide. Lush aims to make ecology fun through innovative, colorful products with humorous names. It differentiates itself through transparency in ingredients and packaging as well as an addictive in-store experience where customers can touch products. The company has developed a loyal customer base, now referred to as fans, due to its strong brand reputation and coherence with its mission and values.
This campaign was developed with a fellow Integrated Marketing Communications student at Ithaca College. The aim of this project was to redefine the image of the natural beauty product brand LUSH cosmetics. We wanted to create deliverables that would showcase the whimsical features of the brand's products.
The document discusses Lush and how it appeals to customers' self-image and personality traits. It analyzes how Lush products tap into consumers' desires according to Freudian theory and appeals to their "Id" system. Lush also aims to appease customers' "Superego" through its ethical business practices. This allows customers' "Ego" to justify the purchase. The document also examines how Lush cultivates personality traits in its brand and how it positions itself as sincere, exciting, and environmentally friendly to attract innovative customers who are willing to try new products.
Kusmi Tea was founded in 1867 in Russia by Pavel Mikhailovich and is now owned by the Orebi family and based in Paris. It offers over 100 types of teas, teapots, mugs, and other accessories. Stores are located in Paris, London, Berlin, and New York. While prices range from €13-50 per package, the target customers are women aged 30-40 interested in health and wellness. The main competitor is Mariage Freres, another luxury tea brand.
Lush Cosmetics wants to promote their homemade facial masks through a digital marketing campaign to raise awareness and sales. The campaign will target both males and females between ages 15-60 who are interested in natural cosmetics. Advertising will include Google AdWords and social media posts promoting the masks and offering discounts. The six month campaign aims to gradually increase sales by 2%, 5%, and 8% through repeated advertisements. Success will be measured by tracking codes mentioned in social media that provide a free bath bomb with mask purchase. The estimated budget is $735,000, which will cover advertising costs and 100,000 free bath bombs as promotions. Partnering with beauty YouTube vloggers through promotional codes is also recommended.
Young Marketers Elite 7 - Assignment 2.1 - Phương Anh - Minh Huy - Ngọc Nhơn ...XuanAnMai1
1) The document discusses insights related to marketing strategies for various brands and products in Vietnam.
2) It identifies consumer insights such as young people wanting a beer that can be enjoyed across occasions, and the importance of connecting with neighbors during Tet.
3) The summaries propose marketing messages and campaigns centered around these insights, such as promoting Heineken Silver as a beer that is "light but bold" and can be enjoyed in many situations, and a Coca-Cola campaign emphasizing connecting with neighbors during Tet.
Young Marketers Elite 7 - Assignment 2.1 - Anh Nguyen - Hoang Hai - Viet Linh...Chris Viet Linh
1. The document discusses consumer insights for different brands and product categories in Vietnam.
2. It provides insights on the specialized personal care market for men, premium beer drinkers, Vietnamese neighborhood culture, life insurance, and travel.
3. Examples of insights include that male consumers were not differentiating personal care products, premium beer drinkers wanting trendy easy-drinking options instead of traditional heavy beers, and the importance of family and returning home for holidays in Vietnamese culture.
Elite 7 - Assignment Cộng Positioning - Hoàng Việt - Phương Anh - Hồng Quân -...XuanAnMai1
This document discusses brand positioning for Cong Ca Phe, a Vietnamese coffee chain. It provides background on Cong Ca Phe, analyzing its growth from a small shop to a chain with over 70 stores across Vietnam and internationally. The document performs a 6Ps analysis of Cong Ca Phe's products, packaging, place, price, promotion, and positioning. It identifies Cong Ca Phe's target audience as millennials and teenagers interested in the nostalgia of Vietnam's subsidy period. It concludes with Cong Ca Phe's brand key of embracing authenticity, genuineness and equality from the subsidy era through its nostalgic store design and facilitation of real conversations.
This document summarizes 25 brands that have been meaningful to the author. It provides a 1-3 sentence description of what the brand represents to the author and evokes in terms of memories and feelings. For example, Adidas inspires the author with its "Impossible is Nothing" slogan and perfectly combines sports and fashion. MSN Messenger reminds the author of simpler times before social media. The Body Shop appeals to the author for being ethical and against animal testing.
The document discusses 5 products owned by the author - a Zojirushi water bottle, Apple iPod, Yonex badminton racket, Clinic Clear shampoo, and Tiger motorcycle. For each product, the author discusses the image and perceptions people have of those who use the product, the values associated with the product, and what influenced the author to buy or not buy each product.
To create a tea brand and coming up with creative advertising techniques to reach target audience. Developing a creative brief, out-of-house experience and brand design included in this assignment.
Lush Cosmetics wants to promote their homemade facial masks to increase awareness and sales. The campaign will target all ages interested in natural cosmetics through digital advertising. A six month campaign will run ads on Google, social media, blogs and offer promotional codes. Success will be measured by tracking code usage on free bath bombs given with mask purchases. The estimated $735,000 budget covers advertising, promotions and 100,000 free bath bombs.
Pepsi is one of the world's most famous soft drink brands along with Coca-Cola. Pepsi was created in the late 1800s by Caleb Bradham and was originally called Brad's Drink. Over the decades, Pepsi has changed its logo and introduced many famous slogans to appeal to younger generations. Today, PepsiCo generates over $100 billion in annual retail sales from its variety of food and beverage brands like Pepsi, Lay's, Gatorade, and Quaker Oats.
Sprite is successful due to its association with youth, its taste and lack of caffeine or other unhealthy ingredients. It positions itself as an admiration seeker and uses humor and controversial tactics in its advertising to draw attention. Its taglines emphasize its refreshing taste and honesty. It competes against 7 Up and Mountain Dew, and sponsors sports like cricket to engage customers.
Real reason For Success of SPRITE
Association with Youth
Taste and digestion Benefits
Transparent means Pure is belief
The transparent sweet fizzy Sprite is the best companion for transparent Vodka
Lemon is natural
Caffeine free soft drink
Clever Advertising campaigns
Refreshingly Honest and irreverent perspective on life
Healthier than other carbonated soft drinks
taglines
I like the sprite in You
“Taste is tingling tartness”
Obey Your Thirst
“Seedhi baat no, no bakwaas, clear hai?!”
“Sprite Bujhaye Pyaas, Baki All Bakwaas”
Evident Personality Of Sprite In the Eyes of Youth In IndiaAdventurist who seeks freedom, desires to explore the world and loves new experiences
Straight forward
Simple
Honest
Detach Personality
The document discusses opportunities and challenges for the Ambrosia brand of honey and herb wines in European markets. It notes the aging European population and concerns about wine consumption. It recommends expanding distribution of Ambrosia beyond specialty stores by rebranding it to appeal more to women ages 35+ by emphasizing the health benefits of herbs and honey. A new packaging and marketing strategy is proposed to connect with this target group and build brand loyalty.
This document discusses how qualitative research was used to contemporize the Herbal Essences brand through focus groups between 1992-1999. The research explored ways to reposition the brand by developing new concepts, packaging, and advertising strategies. This led to successfully relaunching Herbal Essences with a new image and expanded product lines, growing revenues from $300 million in 1998 to $1 billion in 2000. The research provided insights into modernizing an outdated brand through understanding past equity, competitive factors, and target audiences.
This document provides an overview of the cosmetics companies Himalaya and L'Oreal. It discusses Himalaya's founding in 1930 based on Ayurvedic principles. It outlines Himalaya's mission, history, global presence, branding focusing on natural products and herbs. Himalaya uses the brand ambassador "Dadima" to promote Ayurveda concepts to modern consumers. The document also discusses L'Oreal's founding in 1909, brands it owns, global sales and research centers. It analyzes the strengths, weaknesses, opportunities and threats for both companies and their strategies in India, including dual pricing and expanding distribution.
The document discusses strategies for Lavazza, an Italian coffee brand, to evolve its creative communication platform and build brand awareness among its target consumers in the US. It emphasizes elevating a conversation around individuality, self-expression, and attainable luxuries. The pandemic has accelerated consumers' desire for elevated experiences and willingness to spend more on brands that complement their lifestyles.
Almino provides organic almond milk and aims to be the market leader in the organic drink category. Its vision is to create trustworthy FMCG products that serve unique benefits to society. Almino's almond milk is made from organic almonds, is vegan, dairy-free, and enriched with vitamins. It positions itself as a healthy alternative to milk that promotes health and wellness. The company sources high quality almonds from California and uses uniquely designed packaging in the shape of an almond to build brand awareness and identity.
L'Oreal was founded in 1904 by Eugene Schueller and introduced hair dye in 1907. Its mission is to offer innovative, high-quality, effective, and safe cosmetics to meet diverse beauty needs worldwide. Its value proposition is "Because you're worth it", conveying that women deserve to feel confident and express themselves. L'Oreal aims to bring out the "goddess" in women. It has a passionate, innovative, and confident brand personality. While L'Oreal leads the hair color market with 41%, other brands collectively control 59% of the cosmetics market.
The document discusses research and strategies for marketing Ambrosia wine to different target audiences of women, identifying 7 main consumer profiles including young mothers, mature mothers, and grandmothers. It outlines qualitative research into the motivations, values, and lifestyles of these groups to help position Ambrosia's branding and marketing approaches for each profile. The goal is to understand women consumers more deeply and provide products that meet their diverse needs and aspirations.
The document discusses the Indian cosmetics market and opportunities for a new cosmetics brand. It provides details on the size and growth of the Indian cosmetics market. It also discusses popular cosmetics categories and consumer preferences in India. The document then outlines plans for a new cosmetics brand called Allemal, including its brand concept, target audience, product range, pricing strategy, and approach to differentiation.
Power Malt West Africa Planning StrategyBrand Sauce
This document discusses discovering the brand agenda for PowerMalt, a malt drink brand. It outlines insights gathered from researching the brand's intrinsics like product benefits as well as consumer and cultural extrasnics of the target market.
The brand truths identified are that PowerMalt is a standout malt drink made with more ingredients so consumers can get more out of life. The consumer truths are that the target market has a relentless thirst for life and needs to standout and achieve more.
The document then defines the key consumer insight as people not only wanting to be the best at what they do, but constantly striving to do more. This insight embodies the aspirations of the target consumers.
The document summarizes a presentation for a new tea product called Raw Tea. Key points include:
1) Raw Tea aims to solve problems with current tea bags and loose leaf tea by being easy to use and convenient in a marble-sized form that blooms in hot water.
2) The target market is inner-directed consumers looking for new experiences who enjoy eco-friendly products. An example target consumer named Chloe Bradstreet is provided.
3) The product will launch with an Originality line of 3 flavors and later a Rarity line. Packaging will be convenient and eco-friendly. Accessories may also be offered.
Presentation starts by establishing the critical role that brands play in today's cluttered marketplace and distracted living. It shows how brands are good for marketers of product, too.
Then shows the key principles of building powerful brands.
Finally, brand related considerations for Ayurveda have been discussed.
Young Marketers Elite 7 - Assignment 2.1 - Anh Nguyen - Hoang Hai - Viet Linh...Chris Viet Linh
1. The document discusses consumer insights for different brands and product categories in Vietnam.
2. It provides insights on the specialized personal care market for men, premium beer drinkers, Vietnamese neighborhood culture, life insurance, and travel.
3. Examples of insights include that male consumers were not differentiating personal care products, premium beer drinkers wanting trendy easy-drinking options instead of traditional heavy beers, and the importance of family and returning home for holidays in Vietnamese culture.
Elite 7 - Assignment Cộng Positioning - Hoàng Việt - Phương Anh - Hồng Quân -...XuanAnMai1
This document discusses brand positioning for Cong Ca Phe, a Vietnamese coffee chain. It provides background on Cong Ca Phe, analyzing its growth from a small shop to a chain with over 70 stores across Vietnam and internationally. The document performs a 6Ps analysis of Cong Ca Phe's products, packaging, place, price, promotion, and positioning. It identifies Cong Ca Phe's target audience as millennials and teenagers interested in the nostalgia of Vietnam's subsidy period. It concludes with Cong Ca Phe's brand key of embracing authenticity, genuineness and equality from the subsidy era through its nostalgic store design and facilitation of real conversations.
This document summarizes 25 brands that have been meaningful to the author. It provides a 1-3 sentence description of what the brand represents to the author and evokes in terms of memories and feelings. For example, Adidas inspires the author with its "Impossible is Nothing" slogan and perfectly combines sports and fashion. MSN Messenger reminds the author of simpler times before social media. The Body Shop appeals to the author for being ethical and against animal testing.
The document discusses 5 products owned by the author - a Zojirushi water bottle, Apple iPod, Yonex badminton racket, Clinic Clear shampoo, and Tiger motorcycle. For each product, the author discusses the image and perceptions people have of those who use the product, the values associated with the product, and what influenced the author to buy or not buy each product.
To create a tea brand and coming up with creative advertising techniques to reach target audience. Developing a creative brief, out-of-house experience and brand design included in this assignment.
Lush Cosmetics wants to promote their homemade facial masks to increase awareness and sales. The campaign will target all ages interested in natural cosmetics through digital advertising. A six month campaign will run ads on Google, social media, blogs and offer promotional codes. Success will be measured by tracking code usage on free bath bombs given with mask purchases. The estimated $735,000 budget covers advertising, promotions and 100,000 free bath bombs.
Pepsi is one of the world's most famous soft drink brands along with Coca-Cola. Pepsi was created in the late 1800s by Caleb Bradham and was originally called Brad's Drink. Over the decades, Pepsi has changed its logo and introduced many famous slogans to appeal to younger generations. Today, PepsiCo generates over $100 billion in annual retail sales from its variety of food and beverage brands like Pepsi, Lay's, Gatorade, and Quaker Oats.
Sprite is successful due to its association with youth, its taste and lack of caffeine or other unhealthy ingredients. It positions itself as an admiration seeker and uses humor and controversial tactics in its advertising to draw attention. Its taglines emphasize its refreshing taste and honesty. It competes against 7 Up and Mountain Dew, and sponsors sports like cricket to engage customers.
Real reason For Success of SPRITE
Association with Youth
Taste and digestion Benefits
Transparent means Pure is belief
The transparent sweet fizzy Sprite is the best companion for transparent Vodka
Lemon is natural
Caffeine free soft drink
Clever Advertising campaigns
Refreshingly Honest and irreverent perspective on life
Healthier than other carbonated soft drinks
taglines
I like the sprite in You
“Taste is tingling tartness”
Obey Your Thirst
“Seedhi baat no, no bakwaas, clear hai?!”
“Sprite Bujhaye Pyaas, Baki All Bakwaas”
Evident Personality Of Sprite In the Eyes of Youth In IndiaAdventurist who seeks freedom, desires to explore the world and loves new experiences
Straight forward
Simple
Honest
Detach Personality
The document discusses opportunities and challenges for the Ambrosia brand of honey and herb wines in European markets. It notes the aging European population and concerns about wine consumption. It recommends expanding distribution of Ambrosia beyond specialty stores by rebranding it to appeal more to women ages 35+ by emphasizing the health benefits of herbs and honey. A new packaging and marketing strategy is proposed to connect with this target group and build brand loyalty.
This document discusses how qualitative research was used to contemporize the Herbal Essences brand through focus groups between 1992-1999. The research explored ways to reposition the brand by developing new concepts, packaging, and advertising strategies. This led to successfully relaunching Herbal Essences with a new image and expanded product lines, growing revenues from $300 million in 1998 to $1 billion in 2000. The research provided insights into modernizing an outdated brand through understanding past equity, competitive factors, and target audiences.
This document provides an overview of the cosmetics companies Himalaya and L'Oreal. It discusses Himalaya's founding in 1930 based on Ayurvedic principles. It outlines Himalaya's mission, history, global presence, branding focusing on natural products and herbs. Himalaya uses the brand ambassador "Dadima" to promote Ayurveda concepts to modern consumers. The document also discusses L'Oreal's founding in 1909, brands it owns, global sales and research centers. It analyzes the strengths, weaknesses, opportunities and threats for both companies and their strategies in India, including dual pricing and expanding distribution.
The document discusses strategies for Lavazza, an Italian coffee brand, to evolve its creative communication platform and build brand awareness among its target consumers in the US. It emphasizes elevating a conversation around individuality, self-expression, and attainable luxuries. The pandemic has accelerated consumers' desire for elevated experiences and willingness to spend more on brands that complement their lifestyles.
Almino provides organic almond milk and aims to be the market leader in the organic drink category. Its vision is to create trustworthy FMCG products that serve unique benefits to society. Almino's almond milk is made from organic almonds, is vegan, dairy-free, and enriched with vitamins. It positions itself as a healthy alternative to milk that promotes health and wellness. The company sources high quality almonds from California and uses uniquely designed packaging in the shape of an almond to build brand awareness and identity.
L'Oreal was founded in 1904 by Eugene Schueller and introduced hair dye in 1907. Its mission is to offer innovative, high-quality, effective, and safe cosmetics to meet diverse beauty needs worldwide. Its value proposition is "Because you're worth it", conveying that women deserve to feel confident and express themselves. L'Oreal aims to bring out the "goddess" in women. It has a passionate, innovative, and confident brand personality. While L'Oreal leads the hair color market with 41%, other brands collectively control 59% of the cosmetics market.
The document discusses research and strategies for marketing Ambrosia wine to different target audiences of women, identifying 7 main consumer profiles including young mothers, mature mothers, and grandmothers. It outlines qualitative research into the motivations, values, and lifestyles of these groups to help position Ambrosia's branding and marketing approaches for each profile. The goal is to understand women consumers more deeply and provide products that meet their diverse needs and aspirations.
The document discusses the Indian cosmetics market and opportunities for a new cosmetics brand. It provides details on the size and growth of the Indian cosmetics market. It also discusses popular cosmetics categories and consumer preferences in India. The document then outlines plans for a new cosmetics brand called Allemal, including its brand concept, target audience, product range, pricing strategy, and approach to differentiation.
Power Malt West Africa Planning StrategyBrand Sauce
This document discusses discovering the brand agenda for PowerMalt, a malt drink brand. It outlines insights gathered from researching the brand's intrinsics like product benefits as well as consumer and cultural extrasnics of the target market.
The brand truths identified are that PowerMalt is a standout malt drink made with more ingredients so consumers can get more out of life. The consumer truths are that the target market has a relentless thirst for life and needs to standout and achieve more.
The document then defines the key consumer insight as people not only wanting to be the best at what they do, but constantly striving to do more. This insight embodies the aspirations of the target consumers.
The document summarizes a presentation for a new tea product called Raw Tea. Key points include:
1) Raw Tea aims to solve problems with current tea bags and loose leaf tea by being easy to use and convenient in a marble-sized form that blooms in hot water.
2) The target market is inner-directed consumers looking for new experiences who enjoy eco-friendly products. An example target consumer named Chloe Bradstreet is provided.
3) The product will launch with an Originality line of 3 flavors and later a Rarity line. Packaging will be convenient and eco-friendly. Accessories may also be offered.
Presentation starts by establishing the critical role that brands play in today's cluttered marketplace and distracted living. It shows how brands are good for marketers of product, too.
Then shows the key principles of building powerful brands.
Finally, brand related considerations for Ayurveda have been discussed.
The document provides an introduction to the global tea industry and discusses some tea trends. It notes that tea has been consumed for ages due to its health benefits. Different teas provide benefits like boosting the immune system and reducing inflammation. Some tea trends mentioned are bubble tea and K-cups.
Exploring brand person relationship group4Arjun Choudhry
The document profiles 3 consumers - Jean, Karen, and Vicky - and examines their relationships and brand associations. It finds that Jean has the strongest brand relationships due to her experience testing various brands and loyalty. Karen's relationships vary more based on price and influence from others. Vicki seeks variety but maintains consistency with brands that provide social value or status.
The document proposes an advertising campaign for Rihanna's perfume "Reb'l Fleur". The key points are:
1) The perfume industry is a big business, and Rihanna's perfume is not as popular as others, so advertising could help increase its sales.
2) The target audience is females who see Rihanna as an inspiration and want to emulate her success and confidence.
3) The ad will use techniques like repetition of images and slogans, and portraying the product as making users attractive, to persuade women to buy the perfume.
Forest Essentials is an Ayurvedic skincare and beauty brand founded in 2000 that uses ingredients sourced from organic and sustainable plant-based origins. It offers over 100 products across categories like facial care, body care, hair care, and wellness. Forest Essentials products are handmade according to Ayurvedic principles and are 100% natural. It aims to bring ancient Ayurvedic beauty rituals to modern consumers through extensive research. The brand focuses on empowering rural communities and has manufacturing facilities that provide employment. Forest Essentials products are sold through their own stores and websites as well as premium retailers.
Sundial Brands was founded in 1992 by CEO Richelieu Dennis and focuses on producing natural beauty and care products using ingredients from Africa. It operates two sister companies, Shea Moisture and Nubian Heritage, which produce different but complementary product lines. Sundial Brands has a strong culture as defined by Deal and Kennedy, with values centered around community, heritage, and fairness.
The "Got Milk?" campaign ran successfully for over 15 years which is quite long for an advertising campaign. Some ways they could keep it fresh include:
- Update the visuals and celebrities featured to stay current
- Expand the messages to highlight new health benefits or product innovations
- Leverage new marketing channels like digital/social media
- Run the campaign intermittently instead of continuously so it remains novel
- Conduct research to understand how consumer perceptions may be evolving
Other campaigns that ran effectively for a long time include:
- Nike's "Just Do It" launched in 1988 and is still used today.
- Wendy's "Where's the beef?" from 1984.
- Geico's "15 minutes
Media Planning for Kiehl's :
- The Media, Advertising, Consumer Relationship
- Brands, Markets and Consumer Understanding
- Objective setting and Budgets
- Media Weights and Scheduling Strategies
- Consumer Engagement and Digital Media
- Principles of Planning Media Strategy
- Media Mix decisions
- Media Plan
Nota stadshart hoofdrapport def versie 23 jerHenk Terol
Een overzicht van de netelige situatie 2018 in Winkelgebied Zaandam Centrum> Deze nota gaat over de verpaupering, leegstand en criminaliteit. Maar ook over hoe de noodzakelijke aanpassingen in de stad ertoe bijdragen dat dit probleem samen met de Gemeente kan worden verbeterd. Socio demografische veranderingen dienen daarin het belangrijkste aandachtspunt om de doelen in o.a. Maak.Zaanstad te verwezelijken.
Creatief (sint of kerst) geschenken samenstellen met smakelijke en gezonde Mediterrane ingrediënten bij Mediterranean Treasures. henk.terol@mediterraneantreasures.eu of bel +31654977703
Mediterranean Treasures, import & export platform for quality gourmet products form Portugal, Spain, Italy and Greece. Our port folio is selected for Delicacies, Organic and Foodservices companies in the Benelux, Middle East and Asia. Our idea is to inform our customers and their customers that we have the opportunity and aibilty to start with more focus on healthy, tastefully and particular sustainable production of food and ingredients. Lets try and find together new directions and discover the amazing taste and values for our love ones.
This document discusses different types of aged vinegars stored in oak barrels. It lists white wine vinegar, red wine vinegar, and balsamic vinegar that have been aged with the addition of onion, garlic, and rosemary for flavoring.
Een natuurlijke smaakverrijker of bruikbaar in allerlei toepassingen in salades, als toevoeging op broodsnacks, bij kip en gevogelte gerechten. Laat je inspireren.
Creterra is a Greek company that produces and exports high quality olive oil from Crete. They offer two main olive oil products - OLIVO,5 and OLIVO,3. OLIVO,5 is their premium quality olive oil targeted at everyday consumers, while OLIVO,3 is a higher-end, low acidity olive oil targeted at gourmet users. Creterra proposes a partnership with distributors where they will provide olive oil products at catalog prices and invest 10% of revenues in co-developed marketing support. They request feedback on their pricing approach and propose scheduling a call to further discuss partnership opportunities.
This document provides information about Poe-tree Premium Organic Extra Virgin Olive Oil. It discusses the company's history producing olive oil in Greece for over 80 years. The company's vision is to improve health and the environment through sustainable organic farming practices. Their target consumer values health, environmental protection, quality, and social causes. Poe-tree olive oil is certified organic, cold pressed, unfiltered, and made from Koroneiki olives to provide a premium product that meets consumers' values.
Press release madrid gourmet 2014 englishHenk Terol
The Portuguese brand meia.dúzia® won 1st prize in the category of Presentation at the 18th Gourmet Salon 2014 in Madrid. This was the first time an international company had won an award at the Gourmet Salon, recognizing the quality of Portuguese products. Meia.dúzia® participated in the international food and drinks fair to promote its products and brand among 1164 exhibitors from 20 countries. Their unusual blends of Portuguese flavors, such as strawberry with port wine, were appreciated by Spanish visitors and helped meia.dúzia® become one of the novelties most reported on from the Gourmet Salon.
Creative Portugese Fruit Vinegars en reductiesHenk Terol
This document discusses an innovative vinegar product line called "Creative Vinegar" that features fruit additions. It is intended to challenge consumers and chefs with new gourmet experiences and unique flavors. The vinegars come in a variety of fruit flavors like passion fruit, pineapple, and fig. They can be used to season foods or in preparations like ice cream, cheese, and grilled meats. Details are provided on packaging, distribution, and logistics. The producer aims to build the Creative Vinegar business internationally.
Acushla english presentation, in portfolio of Mediterranean Treasures.Henk Terol
Acushla is an organic extra virgin olive oil produced in Quinta do Prado, a 740-acre estate in Vila Flor, Portugal. Quinta do Prado has over 70,000 olive trees, making it the largest organic olive farm in the region. Acushla oil is made from four typical Portuguese olive varieties and has a balanced flavor profile. It is packaged in innovative, high-quality containers to preserve the oil's qualities and inspire consumers. Acushla honey is also produced from wildflowers on the estate.
Deliciously Dutch, export platform for Dutch food entrepreneurs, About Us 2014Henk Terol
Deliciously Dutch is a company that provides business development and export support services to help small and medium-sized Dutch food and beverage producers increase their exports. They have a global network of buyers and importers and offer professional support services including market insights, sales and marketing plans, and assistance navigating import regulations. Their goal is to create new business opportunities for suppliers in the global food industry through facilitating trade and sharing knowledge and costs.
Coming out of ambrosia lifestyle business event autumnHenk Terol
Ambrosia Honingwijnen zijn na 30 jaar als vertrouwde wijn aangepast aan de hedendaagse tijd. Veranderingen die nodig waren om ook vrouwen directer te kunnen benaderen. Een verpakking die vanuit een Ambachtelijke basis naar een cosmetisch elegante uitstraling is aangepast. Vanaf februari 2012 met onze huidige distributiepartners besproken en de meeste zijn er enthousiast over. Voor de consument is de verandering ook aanmerkelijk. Maar de ervaringen met de consumenten die wij hebben ontmoet werden er veel positieve reacties vernomen. Naast als dessertwijn wordt Ambrosia nu ook als kookwijn maar verrassend ook in cocktails en longdrinks verwerkt. Een zeer smakelijke ervaring hebben wij van onze eindgebruikers vernomen. Deze presentatie laat summier de start van Ambrosia zien, gaat in op de omgeving in die tijd maar schakelt snel over hoe belangrijk vrouwen zijn. Een belangrijk deel van deze presentatie gaat over vrouwen. Aan het einde gaan wij naar het nieuwe Ambrosia. Veel plezier. laat weten of je meer wilt weten. Bedankt voor je tijd.
Food industry event 2012 (china) euroforum may 2012Henk Terol
Henk Terol is a Dutch marketing consultant with over 40 years of experience in marketing and development. He has visited China numerous times for projects, including introducing Greek gourmet products to the rapidly developing Chinese retail market. While traveling through China working with distributors, retailers, and other stakeholders, he was asked to become the master of ceremonies for one of his business partners. In this role, he provides a workshop for entrepreneurs with export plans to China, covering topics such as the Chinese consumer, retail landscape, food and beverages industry, and doing business in China. He aims to give entrepreneurs the information and contacts needed to take their first steps towards the Chinese market.
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Breast cancer in postmenopausal women with hormone receptor-positive (HR+) status is a common and complex condition that necessitates a multifaceted approach to management. HR+ breast cancer means that the cancer cells grow in response to hormones such as estrogen and progesterone. This subtype is prevalent among postmenopausal women and typically exhibits a more indolent course compared to other forms of breast cancer, which allows for a variety of treatment options.
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Endocrine Therapy
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Selective Estrogen Receptor Modulators (SERMs): Tamoxifen is a SERM that binds to estrogen receptors, blocking estrogen from stimulating breast cancer cells. It is effective but may have side effects such as increased risk of endometrial cancer and thromboembolic events.
Aromatase Inhibitors (AIs): These drugs, including anastrozole, letrozole, and exemestane, lower estrogen levels by inhibiting the aromatase enzyme, which converts androgens to estrogen in peripheral tissues. AIs are generally preferred in postmenopausal women due to their efficacy and safety profile compared to tamoxifen.
Selective Estrogen Receptor Downregulators (SERDs): Fulvestrant is a SERD that degrades estrogen receptors and is used in cases where resistance to other endocrine therapies develops.
Combination Therapies
Combining endocrine therapy with other treatments enhances efficacy. Examples include:
Endocrine Therapy with CDK4/6 Inhibitors: Palbociclib, ribociclib, and abemaciclib are CDK4/6 inhibitors that, when combined with endocrine therapy, significantly improve progression-free survival in advanced HR+ breast cancer.
Endocrine Therapy with mTOR Inhibitors: Everolimus, an mTOR inhibitor, can be added to endocrine therapy for patients who have developed resistance to aromatase inhibitors.
Chemotherapy
Chemotherapy is generally reserved for patients with high-risk features, such as large tumor size, high-grade histology, or extensive lymph node involvement. Regimens often include anthracyclines and taxanes.
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2. Content
Past
Identity of Ambrosia
The Heritage of Ambrosia Honey & Herbs wine
The love for Ambrosia untill 2005
What’s happened after 2005?
Present
Why does Ambrosia change?
Current situation vs. future situation
Future
What is Ambrosia?(Relevance)
What are the benefits of Ambrosia
What Ambrosia can do for you…
The meaning of Ambrosia
The building blocks of Ambrosia
Why these building blocks?
Brand Loyalty
The brand promise of Ambrosia
Mission & Vision of Ambrosia
The wine
What is in it for her?
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3. Past
The Heritage of Ambrosia Honey & Herbs wine
Particular the Dutch story
About more then 30 years ago two Dutch
entrepreneurs worked with honey, Propolis and
other products from bee’s.
Their research and knowledge about all
necessarily basics for a healthy honey herbs wine
product was started years before 1979. In the The significance of Ambrosia:
beginning of the 70’s they started their Ragweed or Ambrosia is the food of the gods
experiences with honey with wine. After a few in ancient mythology, in addition to nectar.
years they discovered the opportunities with
The power to give immortality is derived from
herbs too. Following the trends of olive oil and
the upcoming use of herbs in families makes it
the healing and purifying effect of honey.
very interesting to develop also wines with honey In addition, fermented honey (co) rather than
and herbs. wine as entheogen. In Greek means
This moment (1979) is still the most important Ambrosios immortal.
discovery they did on that particular moment. There was also attributed to medical power.
The Moment of Truth of Ambrosia.
Their research of the brand name was of course a
part of the whole concept. They found b.e. the
story of the drinks of the God.
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4. The love for Ambrosia untill 2005
In the early 80’s we discover that
Ambrosia was focused on honey users.
The end user was not automatically
connected with this brand or products.
The consumer didn't know the values of
Ambrosia
Why they loved Ambrosia so much? In
that time period (80-99)
Consumers like the taste, more ore less
sweet and different taste pallets
The critical consumer understood that
the natural ingredient of Ambrosia are
important for preventive - and healthy
reasons
5. What’s happened after 2005?
The owners on that moment of the company Propol don’t act
as brand owners with the necessarily upgrading of the brand
The brand Ambrosia wasn’t develop in the direction of new
users
That resulted in a declining demand and the wine was aged in
a customer profile stabbing
The need to change the whole market approach was born
after the selling of the company Propol to a new owner (2009)
2011 was the year that we started to investigate the
opportunities to continuing and built the basics for a new
success story for Ambrosia
Nowadays we are develop a total new global brand Ambrosia
approach for a total new and inspiring consumer target groups
included a new distribution channel philosophy
This new approach must realize a continuing success story
about Ambrosia till 2030
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6. Present
Why does Ambrosia change?
Past Future
• Ambrosia drinkers are dying out • Growing demand for new wine
– Buyer profile often elderly/retired concepts (distribution and target
group wines)
• Too little visibility in stores
• Distribution channels are searching
• Distribution penetration of Honey for new wine concepts
and Herb Wines is limited
• Aromatised wine in the
• Buyer profile gives cause for Netherlands worthy of more
concern (rapidly ageing) customer affinity
• Too little growth potential if policy • Ambrosia reinventing itself as a
unchanged: no new drinkers brand
– Unattractive packaging, • Making/positioning the Ambrosia
– Too little added value, brand and proposition stronger and
price/product/performance more appealing to distributor and
insufficiently clear, end user
– Too little transparency,
– Too modest position on shelf
7. Present VS Future
• Old logo • Restyled logo
• Old bottle • New bottle
• None marketing • Uses marketing
• Focus group: none • Focus group: 35+ woman
• Doesn’t interact with the focus • Interacts with the focus group
group
Values: Values:
• Traditional • Slightly modern
• Focused on tradition • Focused on the costumer
• Non-commercial
8. Future “Working on inner beauty”
What is Ambrosia? (Relevance)
o Ambrosia provides a balanced body including the use of lifestyle
o By an energy-rich body that provides a multitude of positive effects for environment.
o Ambrosia provides faithful loyal, but recognizable and approachable copper group.
o Ambrosia provides all suppliers of ingredients and its distribution partners thus an
essential role in its business model in appealing returns.
o But mainly product for all links between a category that represented a unique proposition
and thereby realize the full support and confidence of its merits partners.
The effects of Ambrosia: The feelings of Ambrosia:
Reassuring, comforting, healing, • Feel good
reactivate, proactive, revitalizes, renewed • Feel yourself more comfortable
energy amid the stresses of everyday life
and makes the necessary personal balance. • More resistant to the daily pressure
and stress
• Ambrosia wine drinkers are happy
and stable people.
9. What are the benefits of Ambrosia
The loyalty to Ambrosia, the added A brand that surprised if it were a
value in the development of Inside lovely bunch of flowers
Out Lifestyle & Tasty Care concept But her guide may be around food &
Ambrosia wants to take the role of a drink, beauty tips and nutrition
faithful and loyal brand who involves information, but also tasteful
himself in the changing role of suggestions about healthy eating
mother to boyfriend / girlfriend for and alcohol use awareness, a kind of
her children and partner conscience, an oracle, a loyal
The physical changes of aging with companion
the acceptance there in required but The eating and drinking tips for
also the challenges that arise at this cooking, wine tips, health tips,
stage menus, books and magazines, tips
shops, restaurants, recipes
10. What Ambrosia can do for you…
Woman Ambrosia
Food and cooking Ambrosia thinks along
Suggestions from other customers Ambrosia helps woman
Actions and extras Meets her expectations and, most
Possibility of parts by means the of all, responds alertly to her
community demands and desires
11. Who are the customer of Ambrosia?
A modern well-educated woman, What transparency, honesty and
who works with children at puberty, consciously choose a biological basis
from 35 years to 50 years who from (herbs, honey) and a fully ripe fruit
her conscious choice for a stable and developed by sun
healthy family life to make a choice
A loyal brand and understanding
of food and beverages that its not
who involves himself, feels, in its
just taste experiences / food safety
entire presentation differs from the
features.
popular brands
She searches to brands that have a
little more to offer.
12. The DNA of Ambrosia
Focus on inner beauty
Woman 35+
The benefits of wine,
honey and herbs in 1
Participate in women's
life and understand the
stress pillars for Her
Promote preventive
Health care
Empathy
Modern
Sensitive
Understanding
Stylish
Elegant
13. Why these building blocks?
Focus on inner beauty Understanding
We of Ambrosia focus on inner beauty in better and Ambrosia understands woman and the situation
worst times. The ingredient helps a preventive were they are in.
healthcare
Cosmetically
Woman 35+ Ambrosia works on your inner beauty.
Woman +/- 35 have a difficult decision in their live.
Ambrosia helps with that decision.
Promote preventive healthcare
The herbs in Ambrosia helps preventive
The benefits of wine, honey and herbs in 1 healthcare.
Ambrosia exist of wine, honey and herbs. These
ingredients helps Ambrosia get the sweet taste.
14. Brand Loyalty
Ambrosia is a pleasant and Provides sufficient yield but
surprising taste experience especially one that's current and
Provides a balanced mind and body future Ambrosia portfolio for all
The honey/herb mixture gives intermediaries represented a
preventive healing effects unique proposition.
Provides loyal and identifiable Deserve the full support and
group of buyers and realizes all confidence of its partners.
suppliers of ingredients and its
distribution partners a
vital role in its business model
15. The Brand promise of Ambrosia
We understand it isn’t always easy. It’s We focus on ‘Her’. Its why generations
why our marketing team of Ambrosia of woman buy Ambrosia regularly.
have been delivering a cosmetic and
attractive wine brand that suits in their For Her is important to feel more Self
diverse lifestyles, but always helps our Confident and accepted about Her
customer to relax and working on her “Inner beauty”.
inner beauty.
16. Mission & Vision of Ambrosia
Mission Vision
ProPol, the brand owner of Ambrosia is a supportive and
Ambrosia, is located within the food soothing brand beacon for those
and beverages category in Europe who feel empty, restless, insecure,
Specialising in the production and feel detached.
marketing of wine
A distinctive brand positioning in the
various categories and sufficient add
value for distribution partners
17. The wine
An unique brand proposition.
A Sicilian / Mediterranean wine concept with:
Quality enriched with honey and organic herbs
The wine has been developed which functional
(preventive and healing properties) value-added part of the product concept.
Through the various embellishments creates a palette of soft and sweet
flavors and gives a (re) new taste experience.
18. The herb values of Ambrosia White
• Coriander = Diuretic; For insomnia;
Against cramps
• Clove = Favorable effect on colds
• Hyssop = Regulating blood pressure;
Cough; against stomach cramps and
indigestion
• Thyme = Normalizing menstruation;
Stimulates the circulatory; Digestive
pro
• Liquorice = Good
effect on cortisol
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19. The herb values of Ambrosia Red
• Zilverschoon = Digestive
• Rosemary = Digestive regulatory; Well
against fatigues
• Hawthorn = For good blood
circulation
• Passion = Calming; For insomnia
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20. The added value of Ambrosia Ginger
• Ginger = good for proper digestion • Linde Honey = support or
and burning calories strengthen the effect of
many herbs
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21. The added value of Ambrosia Mead
• Mead is the oldest known • Linde Honey = support or
beverages. strengthen the effect of
• In mythology, Greek mead many herbs
(ambrosia) the nectar and in
Egyptian pyramids with
amphorae has been partly found.
• Our mead is made by fermenting
honey and a mixture of juices.
• A drink with a unique character
and specific taste.
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22. The added value of Ambrosia Cranberry
• Cranberry = a positive influence • Linde Honey = support or
on the prevention of ulcers, Plaque strengthen the effect of
and cancer many herbs
22
23. The added value of Ambrosia Elderberries
• Elderberries= anti-viral • Linde Honey = support or
properties strengthen the effect of
many herbs
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24. What is in it for her?
Pleasure + Herbs = Beauty and satisfaction
Working on inner beauty
The feeling:
• Relaxing • Ensure
• Keep the • Worry free
quality • Happy
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