The document discusses the origins and evolution of modern marketing and distribution systems over three time periods: 1) 1880-1920 which saw the emergence of mass markets with large companies, national markets, and strategies shifting from price to branding; 2) 1920-1940 which was a period of maturing mass markets with more market segmentation and psychological understanding of consumers; and 3) after 1940 which was a period of reconstruction, economic growth, and consumer boom in Western countries with marketing increasingly focused on human psychology and new distribution channels like supermarkets and shopping malls.
The purpose of this presentation is to provide a deeper understanding of Philip Morris‘ strategic efforts behind building Marlboro into a successful global brand. Key strategic decisions from the past as well as characteristics of the current global brand strategy are highlighted in this context.
The purpose of this presentation is to provide a deeper understanding of Philip Morris‘ strategic efforts behind building Marlboro into a successful global brand. Key strategic decisions from the past as well as characteristics of the current global brand strategy are highlighted in this context.
How Cigarettes are made and with what types of tobacco. And how the changes made in recent years with the ability of the tobacco companies to advertise.
Well Malboro is one of the brand across the Globe which is covered in every subject as a case study. From the selection of logo, USP, tagline & how carefully the brand has expanded across the world with ease in such competitive market.
DECLARATION:
This presentation was prepared for educational fest purpose only.
The companies FEATURED in the presentation own their respective trademarks and I deny ANY/ALL ownership rights to Trademarks.
No copyright infringement is/was intended.
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Vivaldi is a global strategy firm helping companies address their toughest challenges in driving growth with expertise in brand strategy, innovation, design and cultural transformation. For more information about Vivaldi, visit our website: http://vivaldigroup.com/ "
Worked in a team of five to strategize a one year media plan for Altoids. Conducted primary and secondary research using Simmons OneView, Statista.com, and more to support our campaign's "big idea" and our media vehicle choices. Utilized Media Flight Plan software to execute media buys according to reach, frequency, and GRP objectives.
How Cigarettes are made and with what types of tobacco. And how the changes made in recent years with the ability of the tobacco companies to advertise.
Well Malboro is one of the brand across the Globe which is covered in every subject as a case study. From the selection of logo, USP, tagline & how carefully the brand has expanded across the world with ease in such competitive market.
DECLARATION:
This presentation was prepared for educational fest purpose only.
The companies FEATURED in the presentation own their respective trademarks and I deny ANY/ALL ownership rights to Trademarks.
No copyright infringement is/was intended.
Brand & Corporate Culture: The Burberry ExampleVIVALDI
"A deep dive into the transformation of Burberry. The nearly 150-year-old British manufacturer of trench coats had lost its way in 2006 and started a digital transformation, which called for a complete overhaul of its technology infrastructure from the front-end customer experience to the back-end operations and global supply chain. But while the technology initiatives that changed the major processes of the company have been widely copied by other fashion retailers, it was the cultural transformation that Burberry pursued in tandem that put the company into the Champions league of the most admired luxury brands in the world forever: placing the trench coat front of the center of the organization as an object of pride; identifying and recruiting for key business-driving roles; leveraging new capabilities to create music, movies and storytelling to speak to millennials, etc... this is a study of how brand and corporate culture trasnformed the business.
Vivaldi is a global strategy firm helping companies address their toughest challenges in driving growth with expertise in brand strategy, innovation, design and cultural transformation. For more information about Vivaldi, visit our website: http://vivaldigroup.com/ "
Worked in a team of five to strategize a one year media plan for Altoids. Conducted primary and secondary research using Simmons OneView, Statista.com, and more to support our campaign's "big idea" and our media vehicle choices. Utilized Media Flight Plan software to execute media buys according to reach, frequency, and GRP objectives.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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2. Marketing & Distribution Origins
Modern marketing and distribution systems are a result of:
rise of living standards new spending habits
technology advances wide variety of products
inter-firm competition substitute goods
transportation advances national markets
Companies need to shift focus from „optimizing“ to „creating“ markets by:
investing in customer loyalty
developing techniques of mass marketing
developing wider distribution networks
3. Marketing & Distribution Three distinct time periods
I. „The Emergence of the Mass Market“ (1880 - 1920)
II. „The Maturing of the Mass Market“ (1920 - 1940)
III. „Reconstruction, Economic Growth and Consumer Boom“ ( after 1940 )
4. Marketing & Distribution „The Emergence of the Mass Market“ (1880-1920 )
marks the beginnings of modern marketing & distribution
Characteristics:
• large-scale companies & national markets
• high volumes, low margins, large profits
• department stores, mail-order companies
Strategies:
• diversification and expansion of consumption
• change of life habits & consumption patterns
• shift from price & production to product, advertising & branding
5. Marketing & Distribution 1880-1920: Great Britain
Conditions:
• growth of urban population
• increase in real wages
Marketing:
• focus on quality, product identity and branding to secure customers loyalty
• advertising in urban areas & through mass newspapers
Distribution:
• long-distance deliveries
• development from fixed shops & multiples to national retailers: Marks & Spencer,
Sainsbury, W.H.Smith
• department stores in cities: Harrod„s, Selfridge„s
6. Marketing & Distribution 1880-1920: U.S.A
Conditions:
• extensive railway system national markets
• increase in urban population
• high living standards
Marketing:
• focus on mass adversiting campaigns: Coca-Cola, Royal Baking Powder, Sapolio
soap
• shift from product-orientation to customer-orientation:
values, status, prestige, desirable lifestyles
Distribution:
• general stores in small towns and rural areas
• chain stores, department stores and mail-order companies in cities
• big manufacturers operated own wholesaling networks: P&G, Colgate, Gillette, Heinz
7. Marketing & Distribution 1880-1920: Continental Europe
Conditions:
• population more scattered in rural areas
• focus on other industries than consumer goods (Germany, France)
• differences in living standards between regions (Italy)
no national markets & less advanced mass consumption
Marketing:
• few transformations in branding, packaging, advertising
Distribution:
• department stores in cities: Wertheim (Germany), Au Bon Marche, Le
Printemps, Galleries Lafayette (France)
• regional mail-order companies (Italy & Germany)
8. Marketing & Distribution 1880-1920: Japan
Conditions:
• high level of urbanization
• expanding demand for goods (BUT not like G.B. or U.S.A.)
Marketing:
• first attempts to use advertising and brand identity for traditional products: rice,
soy sauce, sake
Distribution:
• extensive network of general stores, later specialist stores and department stores
in urban areas
9. Marketing & Distribution 1920-1940: „The Maturing of the Mass Market“
Characteristics:
• USA – leading world economy
• higher segmentation of markets
Strategies:
• expanding marketing operations
• value-based pricing
• psychological understanding of consumers through marketing research
• techniques to forge a consumer culture based on choice, lifestyle, prestige
rather than price & basic wants
• emotive, associational advertising
10. Marketing & Distribution 1920-1940: U.S.A.
Conditions:
• USA – leading world economy
• booming consumer demand
• large-scale companies
Marketing:
• marketing becomes a key business function within the company
• advertising focuses on emotional wishes rather than basic wants, uses radio, TV
• advertising & market research agencies use statistical testing & demographics to
understand consumers
Distribution:
• department stores in cities
• chains like A&P, Woolworth, J.C. Penney expand
11. Marketing & Distribution 1920-1940: Great Britain
Conditions:
• far behind the USA in terms of living standards
• consumption patterns change
Marketing:
• focus on statistics to plan output & distribution
• focus on sales efforts and intensive advertising
Distribution:
• concentration of retailing outlets & supermarkets like Tesco, Sainsbury
advantages in bulk purchase, price & image
12. Marketing & Distribution 1920-1940: Japan
Conditions:
• concentration of the population in urban areas
Marketing:
• need for new approach in marketing beginning of the „modern marketing
era“ in Japan
Distribution:
• arrival of station terminal shops that competed with small retailers for the
urban middle class
• producers establish own wholesale & retailing networks
13. Marketing & Distribution 1920-1940: Continental Europe
Conditions:
• different development pace of countries
• focus remains on technology & production (Germany)
• increase in consumption (France)
Marketing:
• foreign brands enter Germany (Rama, Coca-Cola)
• imitation of marketing techniques from U.S. (Holland, Italy, France)
• advertising intensifies, using slogans & illustrations, psychology of consumer
• sophisticated advertising campaigns: Pirelli, Ollivetti, Cirio
Distribution:
• department stores start operating on national scale
14. Marketing & Distribution after 1940: „Reconstruction, Growth & Boom“
Characteristics:
• USA – international lead in marketing techniques
• huge gap between US and Europe/Japan (war costs, reconstruction)
• post war boom narrows the gap, European & U.S. life standards become
similar
Strategies:
• shift from statistics-based to psychological analysis of human desires –
„motivational research“
• TV becomes an important medium for advertising
• supermarket chains like Auchan, Metro, Edeka become dominant suppliers
(Germany, France)
• new low-cost chains & discount stores threaten traditional multiples
• shopping mall – center of life outside home (U.S.)
15. Marketing & Distribution
Thank you for your attention!
Reference:
Fitzgerald, R.: „Chapter 17 – Marketing and Distribution“, in
Zeitlin, J. & Jones, G. (eds.): „The Oxford Handbook of Business
History”, Oxford University Press, New York, 2009.