This slideshow was created to showcase the marketing research involved in the strategic decision-making process. This presentation represents a decision for the marketing team at Barco Projection Systems, on how to combat the incoming Sony 1270 projector model. This presentation includes a brief history, situation analysis, options for Barco, and an ultimate decision based on this research. This Powerpoint presentation was completed for a Marketing Management & Strategy course.
This slideshow was created to showcase the marketing research involved in the strategic decision-making process. This presentation represents a decision for the marketing team at Barco Projection Systems, on how to combat the incoming Sony 1270 projector model. This presentation includes a brief history, situation analysis, options for Barco, and an ultimate decision based on this research. This Powerpoint presentation was completed for a Marketing Management & Strategy course.
The carbonated soft drink (CSD's) industry was dominated by Coca Cola and Pepsi vying for market share. The CSD organizations gained market share in the U.S. and in global markets extending their brands’ recognition and capturing sales from new markets. The shift in consumer beverage preference and the expansion into global markets proved to uncover new opportunities for growth and profitability. In addition the changes in the organizational structure of business for these companies have allowed them to sustain growth beyond CSD’s.
Crafting winning strategies in a mature market - US wine marketSaurabh Arora
The Industry Landscape in 2001
US: 4th largest wine producer in the world
US: 34th in world per capita wine consumption
Top 8 firms produce more than 75% of all the wine volume
Estimated 2500 firms produce the remaining 25%
Dominance of few large players in the low price market
Greater shelf space & high marketing budget
1990s: Consolidation of retailers and distributors across US
No of distributors fell from 5000 to 250 by 2000
Only 50 to 100 left with access to widespread national distribution
Large retail consolidation in US
Top 10 supermarkets control 55% of the US market in 2000
Majority of producers are focused on low volume/high price to gain maximum return/margin
Distributors are focused on high volume/low price to maximize economies of scale
Near impossible for a new company to establish itself
Low barriers invite more players to wine market
Porter’s five forces analysis
Threat of new entrants – HIGH
Low barriers to entry for new players in wine industry
Firms spent 40% of their expenditures on marketing and distribution
Existing rivalries in industry – HIGH
Total no of wineries in US increased by more than 400%
Glut of grape supply due to low growth in demand
This put downward pressure on price and margins
Bargaining power of Buyers – HIGH
More players are entering the market
Production outstripped demand by 20%
Consolidation of retailer and distributor
Bargaining power of Suppliers – LOW
Wine producers with their own vineyards attempts to control the operations starting from production to distribution
Threat of Substitutes – LOW for Budget
Only 10% people drank wine regularly
Of the remaining 90%, 46% preferred beer or spirits
35% drank alcoholic beverages other than wine
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
The carbonated soft drink (CSD's) industry was dominated by Coca Cola and Pepsi vying for market share. The CSD organizations gained market share in the U.S. and in global markets extending their brands’ recognition and capturing sales from new markets. The shift in consumer beverage preference and the expansion into global markets proved to uncover new opportunities for growth and profitability. In addition the changes in the organizational structure of business for these companies have allowed them to sustain growth beyond CSD’s.
Crafting winning strategies in a mature market - US wine marketSaurabh Arora
The Industry Landscape in 2001
US: 4th largest wine producer in the world
US: 34th in world per capita wine consumption
Top 8 firms produce more than 75% of all the wine volume
Estimated 2500 firms produce the remaining 25%
Dominance of few large players in the low price market
Greater shelf space & high marketing budget
1990s: Consolidation of retailers and distributors across US
No of distributors fell from 5000 to 250 by 2000
Only 50 to 100 left with access to widespread national distribution
Large retail consolidation in US
Top 10 supermarkets control 55% of the US market in 2000
Majority of producers are focused on low volume/high price to gain maximum return/margin
Distributors are focused on high volume/low price to maximize economies of scale
Near impossible for a new company to establish itself
Low barriers invite more players to wine market
Porter’s five forces analysis
Threat of new entrants – HIGH
Low barriers to entry for new players in wine industry
Firms spent 40% of their expenditures on marketing and distribution
Existing rivalries in industry – HIGH
Total no of wineries in US increased by more than 400%
Glut of grape supply due to low growth in demand
This put downward pressure on price and margins
Bargaining power of Buyers – HIGH
More players are entering the market
Production outstripped demand by 20%
Consolidation of retailer and distributor
Bargaining power of Suppliers – LOW
Wine producers with their own vineyards attempts to control the operations starting from production to distribution
Threat of Substitutes – LOW for Budget
Only 10% people drank wine regularly
Of the remaining 90%, 46% preferred beer or spirits
35% drank alcoholic beverages other than wine
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Leveraging Environmental Sustainability at Clorox with Brita, Burt's Bees, an...Sustainable Brands
Presentation on sustainability, marketing, product development, and portfolio management at Clorox with Burt's Bees, Brita, and Greenworks.
Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com
This slide shows the organisational life at facebook.com. There is a video in the slide which is not playing in slideshare so if any one need that request it in the comment section and I will forward it
Wireless charging (also known as " Inductive charging ") uses an electromagnetic field to transfer energy between two objects.
This is usually done with a charging station.
Energy is sent through an inductive coupling to an electrical device, which can then use that energy to charge batteries or run the device.
Rick Steinbrenner - The Global Brand Guy - Consolidated Business Case StudiesRick Steinbrenner
This is a compilation of 5 separate case studies on businesses at Quickie Manufacturing, Remington Products, Black & Decker and Tenneco/Monroe Auto Parts. It discusses how Rick Steinbrenner -the Global Brand Guy - saw the problem, developed an effective action plan and the results.
Rick Steinbrenner - The Global Brand Guy
This presentation concerns how marketing leaders across multiple industries and around the world are answering the call to act responsibly in an era of climate change. For best results, download this presentation as there are multiple video and website hyperlinks in the presentation which you will not see otherwise. There is an mp4 version of a webinar of this presentation which is also available on request. Email Joe Hines at joe@acubedmarketing.com for assistance.
Water is one of our most precious resources. Up to 20% of Lead comes from drinking water. Shaklee Get Clean Water is certified to remove up to 99% of the lead, outperforms other leading brands.
In Brands We Trust: How Simplicity, Affordability and Sustainability Can Be the Key Drivers for Packaging in the New Decade and Beyond
The marketplace has changed, and renowned packaging expert Peter Clarke, CEO of Product Ventures, will address the challenges brands face today and offer packaging recommendations for achieving and maintaining brand leadership. In the wake of the lingering economic downturn, health scares, and corporate scandals, consumers demand honesty and straight forward messages. They search for packaging that will tell them candidly and directly what their purchase will ultimately offer them to enhance their life. As we enter a new decade, we need to look at the brands that have continued to thrive, particularly with the rising threat of store brands, and understand how simplicity, affordability and sustainability can be the key drivers for success in 2010.
This webinar will:
- Show how simplicity in packaging is what consumers craves and why honest, straightforward, clear, clean, and transparent communication is essential to building brand trust;
-Explain why consumers choose to purchase store brands rather than the more expensive national brands and why affordability – the ability to meet the cost of something without unacceptable difficulty or disadvantageous consequences – is crucial for today's shoppers and manufacturers; and
-Demonstrate how sustainability will continue to play a key role in packaging as brands seek to: eliminate waste, remove harmful materials and processes, optimize their supply chains, and achieve ecological balance.
Corporate Brand Strategy of Dupont and its analysis. How a Corporate Brand affects other product brand of the same company, what are the risk and how a brand can mitigate those risk under Corporate Branding
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
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Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify Management
The brita product company
1. SUBMITTED BY:
P r i y a n k a B a j a j ( A 1 1 )
V e r n i k a ( A 1 2 )
M o h i t S a c h d e v a ( A 1 3 )
A k s h a y M a l i k ( A 1 4 )
N i k h i l M a d a n ( A 1 5 )
The Brita Product Company
SUBMITTED TO:
Prof. Hitesh Jhanji
2. Clorox Company
Chairman and CEO: G. Craig Sullivan
Major Manufacturer and Marketer of Laundry Additives, Home-
Water Purifiers, Household Cleaners & Auto-Care products etc.
85% Brands, first and second in their categories.
In Jan’99, Clorox brought “First-Brands”, a $1.2billion
Manufacturer of Auto care Products and Home Fireplace
Products.
Combined Revenue: $3.9billion in 1998.
Merger resulted in Sales beyond U.S reached 20% from 18%.
Charlie Couric: Marketing executive at Clorox.
3. The Brita Products Company
Founded by Heinz Hankammer in 1966.
A Family owned corporation.
Headquarter: Tanusstein (near Wiesbaden), Germany
Producer of a variety of Industrial and Consumer Water Filtration
Product.
Struggled in U.S before the merger with Clorox.
In Sept. 1988, Clorox merged with Brita and formed a subsidiary
Brita USA after strong negotiations.
“Filters from Brita and produce own Pitchers”
3% Royalty to Brita Gmba.
Couric appointed as the president and G.M.
4. Clorox’s Brita-USA
Brita USA struggled due to small base of Sales for 4 years.
Survey: Brita customer would have a remarkable lifetime value.
“Each pitcher sale would start a flow of filters sales.”
1990: Product on hold.
1999: 13% to 15% of the 103million households in the US were
using Brita pitchers.
Brita had created a home water purification industry worth
$350million at retail.
Held a 70% revenue share, a strong base installed.
6. Consumer Attitude: A Concern…
Decade of 1990s: Unsafe tap water concerns U.S households.
Wells supplying contaminated water.
U.S. Environmental protection agency declared 10% of the U.S.
surface water ”sufficiently contaminated” with toxic pollutants.
1993: In Milwaukee, 403,000 people got sick , 111 died.
Reason: Parasite Cryptosporidium entered the Municipal
Water supply.
Resultant: 47% of Respondents preferred not to drink water
straight from the tap.
Sales of Bottled water increased rapidly.
7. Market Performance
Brita‘s Terminology: “Systems” for pitchers and Faucet-Mounted
units, “Filters” for the Replacement Filters.
First four years of Brita USA: Slow and Dull system sales.
Rapid growth in filter sales.
Similar Profiles of Brita in Canada and U.K.
Survey: 25% of buyers had given a Brita pitchers as a gift.
80% of buyers were still using it a year later and buying
2 or 3 filters a year.
July 1998: Company offered “BOGO” (buy one, get one free),
System sales Doubled and Share increased by 10 points.
After advertisement and trade promotions, Brita USA earned a
24% net return on sales, Highest of all the Clorox units.
10. Brita
Distribution
“Class to Mass”
Upscale pitchers
Standard pitchers
Bonus pack
systems.
1992 1998
Department
stores
27% 13%
Mass
merchandisers
31% 34%
Grocery stores 11% 14%
Club stores 31% 21%
Drug stores - 12%
11. Positioning and Advertising: Couric Explained
People had no idea about Pitchers.
Advertising Split:
o How it works; How it tastes?
Focus on Taste because:“Talk Taste implies Talk Health”.
Bottled water industry does not refers Health.
To be on the top of the mountain.
Pure and simple advertising:
o Showed Mountain Streams, waterfalls and outdoors.
o Promised clear, crisp, refreshing water.
13. Competitors
Competitors: PUR, Sunbeam, Rubbermaid, Teledyne, Melitta, Omni, Corning,
Electrolux, Culligan, Kenwood, Mr. Coffee.
Brita’s Market Share: 65% to 75% across the decade.
1997:
Rubbermaid:
o Launched a low price product, with Technology similar to Brita’s.
o Claimed 800 glasses versus Brita’s 560.
o No advertising, Fail
1998: At Chicago Show, Dozens of Manufacturers unveiled new filters, to
attack the Leaders.
Sunbeam:
o Launched “Fresh Source” that removes Microbiological cysts, Chlorine and
Lead.
o $10 million on Advertising.
14. “Closest” Competitors…
Teledyne:
o Position: 3rd .
o 1998: Unveiled Faucet Mount Product at the show.
PUR:
Position: 2nd
o Publicly held U.S. corporation.
o Company made water system for outdoor enthusiasts and
Desalinators for marine and military use, in addition to water
filters.
o Spent $40million in advertising and promotion to support its
line of faucet-mount and pitcher filters.
o 1999: PUR “only competitor with 2 digit Market Share”.
15. Top Competitor
PUR’s promotional program
A)30-second add on spot
network TV.
B)To point out the differences
between PUR and current
pitchers.
17. Pitchers Faucet Mount
Stored in Refrigerators, cold
water.
Only Pitcher removes Hardness
of Water.
Water is passed at low pressure.
Tasted more crisper, with low
ph.
Filter lasts shorter, a glass costs
higher.
Not stored in Refrigerators.
Faucet Mount would not.
Water passed through at Higher
pressure.
Comparatively less crisper.
Filter lasts longer, A glass of
water costs lesser, half.
Pitchers and Faucet Mount…
18. Brita’s interest towards Faucet mount
Before 1995: Brita expressed interest in Faucet-mounted water
filtration systems.
Out of the 50 countries in which Brita did business, only Japan had a
significant faucet business.
1994-95: Faucet segment started forming.
PUR launched a faucet-mounted products through Recovery
Engineering inc.; Success.
1995: Brita hired an outside design company to design a Faucet mount.
Brita filtration technology played no part in Faucet Mount design.
Conversation held on whether to use Brita’s name; Royalty Issues.
Faucets Mounts: Direct Cost: $15
Filter: $3
19. SIMULATION STUDY:
567 Respondents, 3 different rooms, displayed 10 products available in
the market.
o Faucet Filter increased the likelihood of buying a product from Brita
Line.
o Combined Pitcher and Faucet Filter market cannot expand.
o Even with the high price, Brita Faucet Filter generated same level of
purchase intentions as Brita Pitcher does.
o Half the Brita pitcher owners will continue to pitcher along with Faucet
Filters.
o Both Brita’s and PUR’s Faucet Filters were perceived to be superior to
Brita Pitchers.
o Brita’s Faucet was perceived to improve water taste.
o Unit sales at both $34.99 and $39.99 were strong.
Study implies Sales of Faucet Filters for the first year would lie
between 350000 and 1395000 units .
20. Couric’s Conclusion…
Three point of views taken:
o Keep the focus on building the installed base for Pitchers.
o Shift the budget to encourage the installed base to buy more
Filters.
o Put the weight of resources behind building a whole new installed
base in Faucet Mounts.
House-Hold Pitcher penetration slowing, 6 out of 7 did not have
one.
Targeting the segments of singles and to the parents of young
children.
Investing in Direct Mail or other highly targeted marketing tools.
21. Couric’s Conclusion…
Recovery engineers had a technological edge over Brita.
PUR had been first to market with number of new features.
PUR has outplayed Brita in terms of health aspect of cleaning the
microorganisms
Brita is yet to cover 2,3 and 4 bullet levels of clearing the
microorganism that PUR has already done.
Procter and Gamble, Clorox’s most respected competitor now
controlling PUR, implying strengthening of oppositions.
Brita needs more time to launch proper and health-friendly Faucet
Filters.
o The company has been in a dangerous risk now as a number of
competitors has combined with a better product line.