Audi focuses its marketing on quality, performance, and luxury targeting middle to higher income individuals. Its advertisements emphasize the vehicle's technology and design without mentioning price. Ford historically focused on price but is shifting to also emphasize quality to appeal to more customers. Both supermarkets ASDA and Marks & Spencer's target different demographics - ASDA focuses solely on low prices to attract budget-conscious customers while Marks & Spencer's stresses quality even if it means higher prices and appeals to those prioritizing product quality. Apple emphasizes innovation and quality rather than price in its brand marketing to cultivate an image of its products as premium technology.
The process involved in creating a unique name
and image for a product in the consumers'
mind, mainly through advertising campaigns
with a consistent theme. Branding aims to establish a significant and
differentiated presence in the market that attracts and retains loyal customers.
The process involved in creating a unique name
and image for a product in the consumers'
mind, mainly through advertising campaigns
with a consistent theme. Branding aims to establish a significant and
differentiated presence in the market that attracts and retains loyal customers.
A report on Crescent brand paints a picture of its brand's current scenario comparing with the industry. It further provides a detailed marketing strategy for the brand.
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
The fourth in my series of guides on brands, this deals with the subject of how cities and countries can become brands. What makes cities and countries brands, the types of country brands and why it takes sensible long-term policies to make them work. I also discuss a few possibilities.
This is the marketing plan my team and I created for a student marketing competition to revitalize the cosmetics department. I chose this to showcase both my marketing knowledge, analysis, and my ability to write professionally and strategically. It\'s a group project, but I functioned as an editor for the entire thing. I had a very heavy hand in writing the strategies section and completely wrote the budget/financial analysis sections. I also did the concept mockup in the appendices.
Thinking of your business and consumers only in the present is not enough. Brands need to meaningfully innovate and evolve for tomorrow's consumer to be future-proof.
The PDF attached here contains Design Services presentation. It takes you through the Design and Communication design services we provide, the clients we have worked with and how they have benefited from consulting Barefoot.
Ford Fiesta Movement - UF Marketing Management CaseCarina Daidone
As part of my senior capstone marketing class, the class was tasked with providing marketing solutions for 6 provided cases. One case was to develop a plan for the Ford Fiesta when it was first introduced to the United States in 2009. I created the provided presentation that details my team's plan.
A report on Crescent brand paints a picture of its brand's current scenario comparing with the industry. It further provides a detailed marketing strategy for the brand.
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
The fourth in my series of guides on brands, this deals with the subject of how cities and countries can become brands. What makes cities and countries brands, the types of country brands and why it takes sensible long-term policies to make them work. I also discuss a few possibilities.
This is the marketing plan my team and I created for a student marketing competition to revitalize the cosmetics department. I chose this to showcase both my marketing knowledge, analysis, and my ability to write professionally and strategically. It\'s a group project, but I functioned as an editor for the entire thing. I had a very heavy hand in writing the strategies section and completely wrote the budget/financial analysis sections. I also did the concept mockup in the appendices.
Thinking of your business and consumers only in the present is not enough. Brands need to meaningfully innovate and evolve for tomorrow's consumer to be future-proof.
The PDF attached here contains Design Services presentation. It takes you through the Design and Communication design services we provide, the clients we have worked with and how they have benefited from consulting Barefoot.
Ford Fiesta Movement - UF Marketing Management CaseCarina Daidone
As part of my senior capstone marketing class, the class was tasked with providing marketing solutions for 6 provided cases. One case was to develop a plan for the Ford Fiesta when it was first introduced to the United States in 2009. I created the provided presentation that details my team's plan.
Command a Price Premium for Profitable GrowthKantar
Everyone knows how to generate more sales—all you have to do is drop your price and sales are likely to increase. While price promotions can increase short-term sales volumes, the long-term consequences of training consumers to expect cheaper prices are dire—margins suffer and investing in advertising and innovation becomes harder and harder. Brands that rely on price promotions often enter a death spiral—failure to innovate and advertise leads to the use of more price promotion, more people are trained to expect discounts and margins continue to suffer, so the vicious cycle continues. Businesses and marketers alike must remember that smart brands can command a price premium and sustain margins.
As managers acquire experience some of what they had utilized with.docxbob8allen25075
As managers acquire experience some of what they had utilized with regards to their managerial styles change (Bauer and Erdogan, 2015). For this week, after reading the article on what makes a great manager by Buckingham as cited in HBR (2011) as well as viewing the video that is located under Media and adding other professional resources that you have read, discuss your personal experiences with either how you have seen a manager alter his/her style as time went by or your own personal experience with it.
The discussion post this week should address two items:
1. Share examples of what you have learned about managing so that the optimum performance, as well as motivation from a team, has been the results. Take into consideration the article from the last discussion by Walker as cited in HBR (2011) with regards to novice managers and compare the two author's ideas about management styles. You may also refer to the other readings and video selections provided in the course if that is a better fit for your work and helps you to build out your research paper.
2. Additionally, please research for the upcoming research papers and share two sources in your discussion thread that speaks to your topic area. You may use a selection from our coursework or a new source. Please share a comment about how your topic area is relevant to managing and leading others or your approach to the research paper, and why this is an important topic to you.
Reference
Bauer, T. & Erdogan, B. (2015). Organizational behavior V2.0. Washington, DC: Flat World.
Harvard Business Review. (2011). HBR's 10 must reads: On managing people. Boston, MA: Harvard Business Review Press.
Audi and the Audi Cup case
In the ‘Audi and the Audi Cup’ case, select one of the key stakeholders and develop a new brand concept which leverages a sponsorship asset which has not featured prominently in recent activations.
When developing this concept, explain:
i. Why have you chosen this sponsorship asset?
ii. How will this asset compliment or help achieve key objectives for Audi?
iii. How can you make this activation scalable (i.e. Increase in size, reach) without significantly increasing the budget?
iv. What KPI’s could be used in order to measure the success of this activation?
v. Name two Critical Success Factors that will influence the outcome or success of this activation for the stakeholder you have chosen.
Guidance to answering Activity
When developing concepts for sponsorship activation for a brand (sponsor) there is a tendency to start with an ‘idea’. Perhaps you will have an idea which is creative and different to other activation ideas that have not been used by this particular brand or partner (i.e. football club or cycling team). This does not always lead to the best fit ot address the marketing or business objectives of the sponsor.
When assessing the suitability and strength of concepts for sponsors, there are a number of .
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
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.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
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.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
2. Audi
Here I am looking into Audi and Ford. I will explore the differences in their marketing and PR. It is by looking at the car
market that you can see the varieties in approach, you can start to see the differences in audience.
Audi focus on the quality of the product and how smart their latest models look, their advertisements are slick, clean and to a
professional standard. It is from this where you instantly know who the car is targeted for. Audi’s main objective is to be
premium car brand by 2015.
Audi's corporate tagline is Vorsprung durch Technik, meaning "Progress through Technology” suggesting that it is for the
modern audience, those middle to higher class families that have the disposable income to spend on luxury cars.
The target market is of the 25-60 age range and aims towards a more male demographic. The drivers of these cars are
looking for something that expresses their wealth.
The idea of focusing on Quality
becomes clear when Audi Korea head
Johannes Thammer said they will look
more into the quality side after
explosive growth in the local market in
the past few years.
"By expanding showrooms, staff and
workshops, we expect to not only boost
quality but also customer satisfaction
through fortified after-service.”
The adverts reflect the message. The
use of black and silver within the advert
keeps to the house style set from the
metal rings.
The adverts do not mention the price
as the audience are not interested in it.
They are not looking for the cheapest
alternative but the look.
3. Further Audi advertisements that show what their focus is on. The images below demonstrate what Audi have looked at and
what they believe their customers or potential customers will like. Ways in marketing towards a wealthy audience have been
looked at here.
The line on the image below reads ‘Slow traffic keep right’ this again is looking at the performance and how quick the car can
go. It does not touch on the price, how much money you can save or mention competition anywhere.
The second image has the text ‘Enough said. The Audi TTS’. The advertising remains the same throughout each piece of
promotion. They do not try to grab the readers attention through flashy imagery or discounts. The audience know what they
are getting when buying this product. They want something of value to represent them. If they wanted to save money on a
car they would go for something more like the Ford. Money is no issue with this demographic.
The idea of not having much text reflects the companies approach, they do not want to advertise in a way which makes them
look desperate. The use of the ‘Enough Said, The Audi TTS’ represents what they are trying to get across to the
customer.The price will not change as you are here to buy something of great quality and to boost your own image.
Each piece of promotion from the car company forms the same idea. That of something stylish and clean. The imagery has
been well thought about, sentences that are well thought through or lines that are very simple yet effective.
The photography is of a high professional standard. Keeping to
the same colours and compositional features helps you instantly
know that it is Audi every time you see the advert.
4. Ford
Here you can see contrast between Audi, aimed towards middle to higher class families and the use of advertisements that
reflect it and the Ford that use the price as a form of advertising the product. Audi do not use any signs of price due to their
audience not being affected by it.
Ford are concentrating on giving the customer the ‘Sale of the Century’. This is so they can compete with their competitors
and add an incentive to purchase their car instead of another. By offering their audience (More of a working class family car
rather than one aimed towards an older male) a deal gives them the feeling of value for money.
By showing the audience how much they are saving, provides that information that they are looking for. As they are more of a
working class demographic, both a male and female
audience they will be very concerned on how they spend on every
aspect to their shop.
The image below again looks into the price and how it is concerning
the audience targeted.
The difference with this and the Audi advertisement is the text
content. Here the audience gets to see all the benefits of buying this
car. The monetary benefits are the main concerns to the audience so
this is what the company focuses on.
The ‘Enjoy now’ side again reflects the audience. The idea that
finance is a concern for many of the demographic. This is aiming to
reassure to customers and that they are getting value.
5. Ford have recently designed to start focusing on more quality and start to reduce the ‘price’ led forms of marketing. They
believe that the aggressive ways of pursuing the price have started to “undermine the value of cars in the mind of
consumers”.
To highlight the brand’s quality and heritage, Ford of Britain is rolling out a campaign that will centre on its ‘Ford Standard’
quality promise. The ads, which use the endline ‘More. As standard’, aim to convince consumers that Ford offers cutting-edge
motoring at an affordable price. (Marketingmagazine.co.uk)
It is by doing this that the car company can reach to a larger portion of the market. People are now after quality in what they
are buying, and by just focusing on price you are not pointing out the quality of what they are buying.
Another example in learning the different materials involved with marketing and PR is that of supermarkets. ASDA is a great
way in explaining price further. The store’s central focus is to make sure they offer the customer the best deal in relation to
the market. The tag line of ‘Saving you money every day’ is something of a unique selling point and want to keep that edge
over their competitors.
This image on the right is a good way of attracting customers as
well as attempting to take out the competition. By showing the
amount of products cheaper, the audience start to reconsider to
stay loyal to ASDA.
This is a clever piece of advertising as it is using TESCO’s
clubcards and special schemes against them to make the point of
‘just low’ prices.
They want to appeal to their audience by offering them what they
want. This advert is effective in a aesthetical sense due to having a
larger box compared to TESCO, having both arrows pointing in
making it look far superior and having all the text in green but
having their part in bold.
By using actual figures to back up the slogan and points made
make it impossible to not notice.
6. ASDA doesn't just create one advert to support their claims, they provide constant facts and figures so the demographic
aimed towards start to believe how much they can save.
The store focuses clearly on price and price alone. The ways in competing involves showing all the three main rival
supermarkets., Morrisons, Sainsbury's and TESCO. By showing all the alternatives the customer could turn to make ASDA
seem the best for price if you are more concerned over that to quality.
The typical ASDA shopper has a young family, and is always on the lookout for good value products and deals.
ASDA is also a popular shopping destination for students, with shoppers +7% more likely to be in full time education than the
average adult. By offering value for money, it targets a good area within the market that do not care about their produce
whether it is fresh or organic, they just want the cheapest on the market so money can be spent else where.
The advertisements are simple yet effective. They do not try to sell products by talking about their taste or how nice they
look, as they know the audience they are pitching towards are not interested. They want the best deal in their weekly shop/
A basic design suggests basic products.
The green text on the white background
,makes all the points stand out.
Having the arrows pointing down again
for the competitors are a great way in
seeing the money saved. The further
down the arrow, the more products that
are cheaper than them.
Therefore TESCO and their 4834
products which are more expensive are
seen in a bad light and could possibly
attract some of their customers as they
both target the same market.
7. When comparing with ASDA, Marks and Spenser's are looking at the same market, however want to aim towards people who
are more concerned with quality rather than price. Their image is very important to them in order to establish quality. It is
from this why they use celebrities to promote the products, especially in the Christmas period when they offer different
seasonal products.
By having celebrities and well known people that have respected job roles brings the quality aspect out further.
The tag line ‘Quality worth every penny’ came about in 2009 and has stuck since. The idea behind it was to create a new
brand position. https://www.youtube.com/watch?v=lMc6zDl9Kqo
Mark Roalfe, chairman and founder, RKCR/Y&R, said: "This film is a celebration of what M&S have done for years to bring
the best possible quality to the high street.
"Our new brand positioning reiterates this commitment, while our competitors are simply shouting about price”.
In the advert it has the quote, giving you the best possible food for the best possible price. The idea behind this is that quality
costs more and you have to that extra to receive it. The comments about competitors shouting over price is one way the store
tries to differentiate from the large stores.
As mentioned in the advert, M&S have been helping housewives for years. The audience for this store is that of those who
enjoy buying the best produce to fit in with their image. They will be more middle to higher class and have not be as worried
over the price of certain foods as long as they get a good quality.
8. Another example to show how marketing and PR is used in relation to different companies is that of the phone market.
Apple has the largest share within the market because of their well known brand and reputation for quality products that
last.
In terms of Apple’s marketing, they focus on the latest edition of quality products, they entice the audience by introducing
new ideas and extra features. This keeps existing customers happy and starts to attract more from outside.
As they focus on quality, they do not feel the need to advertise products specifically, only the brand. The image below of
‘Think different’ was an advertising slogan made in 1997 and was used television commercials and several print
advertisements.
There was another series of print adverts that had well known people’s portraits with the companies logo of the apple
located on it. These featured in well known magazines such as Newsweek and Time.
The famous Jazz Musician, Miles Davis (Image on the right) was one of 29 famous people to be part of apples advertising
posters.
It did not stop there and to this day Apple still focus on having well known people associated with the brand to keep that
quality side to the products.
Apple do not try to sell the products individually or offer sales to grab the audience.
They keep to the same prices as the customers who they are attracting know that
equates to quality.
The customers aimed towards are teenagers of both genders, those who enjoy
listening to music and interacting with friends.
Apple is aimed towards the creative
individuals that want the latest pieces
of technology.
Here I will compare the iPhone with
the HTC phone. You will see the
difference in approaches.
9. The difference with the two is that HTC, like their tagline says, ‘quietly brilliant’ focuses on the simplicity. You can see this
from the plain background and simple fonts used for the text.
In October 2009, HTC launched the brand tagline "quietly brilliant", and the YOU campaign, HTC's first global advertising
campaign. (wikipedia)
The company considers itself competitors to Samsung and Apple, however HTC has created a poor reputation for bad
customers service, with the UK, the US and India all starting to lose sales as well as many other countries where they sell
the products.
The image at the bottom right is one of the marketing adverts for the HTV one. The use of ‘Everything your Phone isn't’ is a
different approach to Apple as this is comparing the product with those of the others. Apple does not need to use text such as
that, for example the image to the left.
The use of ‘Revolution, in the palm of your hand’ from the iPhone 5S describes the company in a sentence. The way the
product is the newest technology and they realise that. Meaning no need to compete with other phones and use
comparisons.
The HTC offers the same as an iPhone however it simply cannot compete. The way in getting their customers is to have a
affordable price. The image below shows how different the two are in terms of expense.
The HTC can be more flexible in price should they need more sales, however Apple retain the same until the
latest edition is released. The iPhone 5S is now around £220 and is one year old.
This is as sales will still grow. The use of the advert here on the right is a good way of showing the product.
Having all the apps on display can speak for itself. This looks far more exciting to use than the HTC one.