There are several ways to segment a market, including by geography, demographics, and psychographics. Geographic segmentation divides the market by factors like region, city size, population density, and climate. Demographic segmentation considers income, age, gender, lifestyle, race, culture, and more. Psychographic segmentation examines personality traits, values, attitudes, and lifestyles. Within psychographic segmentation, people can be classified into categories such as innovators, achievers, believers, and survivors based on their characteristics and resources. Market segmentation allows companies to better understand customer groups and tailor their products and marketing accordingly.
The document discusses the importance of presentation skills. It states that presentation is a killer skill that provides an unfair advantage in the real world. Great presenters and communicators are often great leaders who are able to compel others to follow them. The document outlines three parts to an effective presentation: preparation, design, and delivery. During preparation, the presenter should focus on the important points and ask what the key message is. The design should use good quality visuals and careful placement of elements. Effective delivery involves engaging the audience and showing enthusiasm.
This document discusses various factors for segmenting business-to-business (B2B) markets, including demographic factors like industry, company size, and location; operating variables such as technology, customer capabilities, and user status; situational factors like urgency, application, and order size; and personal characteristics including loyalty, risk attitude, and buyer-seller similarity. It explores how these factors influence purchasing approaches and relationships.
What are the useful internal records for such a system?Sameer Mathur
Internal records such as invoices, orders, backorders, and out-of-stock items provide a great source of information for a sales information system. Such records can be used to track consumption, inventory, and customer preferences to enable targeted marketing through data mining and ranking customers based on their preferences.
Use symbols and stories to create a movement!Sameer Mathur
The document discusses how to effectively communicate ideas to an audience. It emphasizes resonating with the audience by finding the correct frequency to self-organize their minds. The key is to constantly oscillate between contrasts and issues in a speech through simple tips like those used in Steve Jobs' iPhone launch or Nehru's independence speech. The overall message is that changing ideas are best communicated differently by helping everyone tell their world-changing idea in a resonant way.
What are the main stages in developing new product development process.pptxSameer Mathur
The document discusses managing the new product development process from idea generation through concept development and testing. It describes techniques for gathering customer input like conducting informal sessions and surveys. It also discusses frameworks for understanding customer needs and wants like demand-first innovation and growth (DIG). Additionally, it covers ways to generate new ideas like attribute listing, forced relationships, and morphological analysis. Finally, the document outlines steps for concept development, testing, and using tools like conjoint analysis to inform marketing strategy and product positioning.
In what ways do consumers stray from a deliberative, rational decisionSameer Mathur
Consumers often make decisions through low involvement and using heuristics rather than rational deliberation. They may rely on peripheral cues like endorsements rather than carefully considering product information. Consumers also exhibit variety seeking behavior and brand switching for novelty. When making decisions, consumers apply heuristics like availability, representativeness, and anchoring which rely on ease of recall, similarity, and initial values adjusted later. Framing of choices and mental accounting of financial outcomes also influence consumer decisions. Overall, consumers construct decisions subject to various contextual influences and exhibit bounded rationality.
The document discusses strategies for market leaders to expand their total market and defend market share, including attracting new customers through market penetration, new market segment, and geographical expansion strategies. It also recommends increasing usage of existing products by boosting packaging or redesigning products, and protecting market share through proactive and defensive marketing strategies. Annual sales increased 20% by introducing a multi-recipe strategy and new ways to use existing brands.
There are several ways to segment a market, including by geography, demographics, and psychographics. Geographic segmentation divides the market by factors like region, city size, population density, and climate. Demographic segmentation considers income, age, gender, lifestyle, race, culture, and more. Psychographic segmentation examines personality traits, values, attitudes, and lifestyles. Within psychographic segmentation, people can be classified into categories such as innovators, achievers, believers, and survivors based on their characteristics and resources. Market segmentation allows companies to better understand customer groups and tailor their products and marketing accordingly.
The document discusses the importance of presentation skills. It states that presentation is a killer skill that provides an unfair advantage in the real world. Great presenters and communicators are often great leaders who are able to compel others to follow them. The document outlines three parts to an effective presentation: preparation, design, and delivery. During preparation, the presenter should focus on the important points and ask what the key message is. The design should use good quality visuals and careful placement of elements. Effective delivery involves engaging the audience and showing enthusiasm.
This document discusses various factors for segmenting business-to-business (B2B) markets, including demographic factors like industry, company size, and location; operating variables such as technology, customer capabilities, and user status; situational factors like urgency, application, and order size; and personal characteristics including loyalty, risk attitude, and buyer-seller similarity. It explores how these factors influence purchasing approaches and relationships.
What are the useful internal records for such a system?Sameer Mathur
Internal records such as invoices, orders, backorders, and out-of-stock items provide a great source of information for a sales information system. Such records can be used to track consumption, inventory, and customer preferences to enable targeted marketing through data mining and ranking customers based on their preferences.
Use symbols and stories to create a movement!Sameer Mathur
The document discusses how to effectively communicate ideas to an audience. It emphasizes resonating with the audience by finding the correct frequency to self-organize their minds. The key is to constantly oscillate between contrasts and issues in a speech through simple tips like those used in Steve Jobs' iPhone launch or Nehru's independence speech. The overall message is that changing ideas are best communicated differently by helping everyone tell their world-changing idea in a resonant way.
What are the main stages in developing new product development process.pptxSameer Mathur
The document discusses managing the new product development process from idea generation through concept development and testing. It describes techniques for gathering customer input like conducting informal sessions and surveys. It also discusses frameworks for understanding customer needs and wants like demand-first innovation and growth (DIG). Additionally, it covers ways to generate new ideas like attribute listing, forced relationships, and morphological analysis. Finally, the document outlines steps for concept development, testing, and using tools like conjoint analysis to inform marketing strategy and product positioning.
In what ways do consumers stray from a deliberative, rational decisionSameer Mathur
Consumers often make decisions through low involvement and using heuristics rather than rational deliberation. They may rely on peripheral cues like endorsements rather than carefully considering product information. Consumers also exhibit variety seeking behavior and brand switching for novelty. When making decisions, consumers apply heuristics like availability, representativeness, and anchoring which rely on ease of recall, similarity, and initial values adjusted later. Framing of choices and mental accounting of financial outcomes also influence consumer decisions. Overall, consumers construct decisions subject to various contextual influences and exhibit bounded rationality.
The document discusses strategies for market leaders to expand their total market and defend market share, including attracting new customers through market penetration, new market segment, and geographical expansion strategies. It also recommends increasing usage of existing products by boosting packaging or redesigning products, and protecting market share through proactive and defensive marketing strategies. Annual sales increased 20% by introducing a multi-recipe strategy and new ways to use existing brands.
UnME Jeans is considering marketing options for their brand targeting 12-24 year old women. A case study analyzed spending on traditional media vs. social media/Web 2.0 options. Facebook and YouTube performed better than other Web 1.0 and Web 2.0 options based on cost per thousand impressions and click-through rates. The analysis recommended incorporating Web 2.0 options like Facebook and YouTube into the media plan, reducing spending on banner ads and TV ads, and focusing more on search ads and Facebook on a CPM basis over Zwinky.
There are two types of market strategies for companies that are not market leaders: market nichers and market followers. Market nichers identify and serve narrow customer segments with customized services, becoming leaders in small markets and achieving high margins. Market followers copy and improve existing market-leading products, enjoying high profits without innovation costs, offering customers high value, customized service, and flexibility. Some market followers operate in large markets but lead in smaller niche markets.
What is the lifetime value of customers and how can marketers maximise it?Sameer Mathur
The document discusses calculating customer lifetime value by estimating the total costs of attracting, selling to, and serving customers compared to the lifetime revenue stream from customers to determine if they are profitable. It also notes that customer lifetime value is the net present value of expected future profits from a customer over their lifetime with a company.
What organizational structures and processes do managers use to oversee new p...Sameer Mathur
The document discusses organizational structures and processes for overseeing new product development. It describes using customer-driven engineering to incorporate customer preferences, and making internal changes to improve products. It outlines acceptance criteria for new products and calculates the budget and costs associated with developing new product ideas through stages of idea screening, concept testing, market testing, and national launch. Finally, it discusses organizing development through cross-functional teams, skunkworks projects, and stage-gate systems.
Case study steinway & sons buying a legendSameer Mathur
The document discusses the ownership history and business strategies for Steinway & Sons, a piano manufacturer. It was established in 1853 and changed hands several times, experiencing issues with quality. In 1995, Dana Messina and Kyle Kirkland purchased Steinway for $100 million, seeing potential due to its brand reputation but needing financial expertise. The piano industry was declining but Steinway remained the top producer of high-end pianos. The new owners would focus on optimizing profits through manufacturing, marketing, distribution and used piano market strategies to restore Steinway's position as the best piano producer.
This document outlines key differences between marketing in developing versus developed markets. Developing markets have huge customer populations but lower average incomes, resulting in stronger local competition and a need for unconventional marketing approaches. By contrast, developed markets have higher average incomes but cover a smaller percentage of the global population, and rely on developing markets for continued growth due to their larger customer bases.
This document summarizes the evolution of the Dove brand from its founding in 1930 as a merger between Lever Brothers and Margarine Unie to its strategic repositioning in the 2000s. By 2000, Dove had grown to have over 1600 brands but lacked a unified global identity. In response, Dove launched its "Campaign for Real Beauty" in 2004 to redefine the brand around promoting a more attainable standard of beauty for general women. Market research found most women felt taunted by unrealistic beauty standards in advertising. The campaign used ordinary people instead of models and generated viral success. It helped grow Dove into a top 10 health and beauty brand, increasing revenues by $1.2 billion.
How can companies build strong relationship with busines customersSameer Mathur
Building strong relationships with business customers is important. Close relationships are developed through supply chain management, early supplier involvement, and purchasing alliances. Companies use social media like blogs, press releases, and forums to communicate with existing and potential customers. Different types of relationships are possible, ranging from basic transactions to collaborative partnerships, depending on the level of trust and cooperation between the parties. Technology can help improve business relationships but also introduces risks that must be managed to prevent opportunism and maintain solidary between customers and suppliers.
What is the best way to manage the new product development processSameer Mathur
The document discusses various stages of product development and commercialization. It explains how quality function deployment methodology takes customer attributes from market research and turns them into engineering attributes. It also notes that commercialization incurs the highest costs to date for a company and will require manufacturing capabilities. Finally, it outlines three timing choices for a company entering a market: first entry for advantages, parallel entry to coincide with competitors, or late entry after competitors reveal flaws.
What factors should a company review before deciding to go abroadSameer Mathur
A company should review several factors before deciding to go abroad, including the size of their domestic market, potential profit opportunities in international markets, and whether they need a large customer base to achieve economies of scale. They must also determine how many countries to enter and how quickly to expand internationally, whether using a selective approach targeting a few countries or a multi-domestic approach targeting many countries. Additionally, companies must decide on their marketing program, organization, and strategy for adapting brands, communications, pricing, and distribution globally.
What challenges does a company face in developing new products and services.pptxSameer Mathur
The document discusses the challenges of developing new products and services. It notes that fewer than 10% of new products are truly innovative. Developing new products presents high technological uncertainty, fierce competition, and high investment risks. It provides an example of how Gore overcame these challenges by involving customers early, giving employees flexibility to choose projects, and judging ideas based on feasibility, competitiveness, and profitability. The document also discusses reasons for new product failure, including poor advertising and wrong timing.
What are the main stages in developing new products and services.pptxSameer Mathur
The document discusses managing the new product development process from idea generation through concept development and testing. It describes techniques for gathering customer input like conducting informal sessions and surveys. It also discusses frameworks for understanding customer needs and wants like demand-first innovation and growth (DIG). Additionally, it outlines methods for concept development including attribute listing, forced relationships, and morphological analysis as well as concept testing and conjoint analysis.
What are the diffeences between marketing in a developing and a developed marketSameer Mathur
This document discusses differences between marketing in developing and developed markets. It provides examples of companies that have found success marketing in developing countries like Bangladesh, India, and Mexico by targeting rural villages. Many large corporations now generate a significant percentage of their revenue from developing markets. Companies often prefer to enter and sell to neighboring developing countries that they understand better due to shared language, laws, and culture. Proximity plays a key role in determining marketing choices for international expansion.
UnME Jeans was a successful junior denim brand that promoted individuality and anti-conformity. Its brand manager, Margaret Foley, saw changes in media consumption that could reduce the effectiveness of UnME's advertising plan. An agency proposed using social media like Facebook and YouTube. This raised challenges in measuring results and controlling content, but could complement UnME's plan by engaging younger consumers. Foley had to decide whether social media investments would produce sales comparable to traditional advertising.
To what extent must the company must adopt its productsand marketing program ...Sameer Mathur
This document discusses various strategies for cultural adaptation and globalization. It outlines 4 main cultural dimensions that differentiate countries: individualism vs collectivism, high vs low power distance, masculine vs feminine, and weak vs strong uncertainty avoidance. It then discusses 3 product strategies for entering foreign markets: straight extension, product adaptation, and flexible manufacturing. It also discusses strategies for global pricing, distribution, and communication.
This internship report discusses the evolution of web analytics from version 1.0 to 2.0. It describes how traditional analytics focused on descriptive reporting and internal decision making, while analytics 2.0 enables attribution, optimization, and allocation of marketing activities using predictive modeling. The report also discusses how one gaming company implemented analytics 2.0 to increase sales and profits by quantifying campaign contributions and optimizing resource allocation in real-time. Finally, it outlines Flipkart's use of an A/B testing framework to conduct live experiments, drive innovation, and improve performance metrics.
Ideas on how to create powerful presentation.pptxSameer Mathur
The document discusses how Al Gore improved his public speaking skills through better presentation techniques. It outlines Gore's story of initially struggling to convey his message until working with a presentation design firm. The document then provides tips for creating better presentations, including focusing on simplicity, concreteness, emotions, visual elements over text, and passion in delivery. It advocates for preparation, visual simplicity in slides, and strong delivery skills.
How should the company manage and organize its international activitiesSameer Mathur
The document discusses different organizational structures companies use as they expand into international markets. It explains that companies typically start with an export department when first exporting goods internationally. As international sales grow, they form international divisions headed by a division president to oversee all global operations. The international division consists of functional specialists and operating units organized either by geography, product groups, or international subsidiaries. However, coordinating influence between headquarters, products, markets, and countries presents organizational complexities for these international companies.
How can companies evaluate and select specific foreign markets to enterSameer Mathur
Companies must decide how aggressively to expand into foreign markets. They can take a multi-country approach, entering many markets quickly, or a sequential approach, entering a few markets initially before expanding. Developed nations account for 20% of the world's population, while the other 80% live in developing nations where issues like affordability, infrastructure and competition must be addressed. Some companies that successfully entered developing markets adapted their practices, such as by hiring local women as sales agents in villages or using video vans to demonstrate products in rural areas. Proximity also influences market selection, as companies often first target neighboring countries with similar languages and cultures.
How do marketers influence country of-origin effectsSameer Mathur
The country-of-origin effect describes how a product's country of origin influences consumers' perceptions and purchasing decisions. New Zealand developed marketing programs to sell products abroad and attract tourism by highlighting landscapes from The Lord of the Rings. Consumers are often ethnocentric and favor their own country's products unless they come from a less developed country. Certain countries have reputations for specific goods like Japan for electronics and France for wine. Marketers must consider country-of-origin perceptions from both domestic and foreign perspectives to understand patriotic appeals and how perceptions may differ in times of economic or political crises.
This internship report discusses the evolution of web analytics from version 1.0 to 2.0. It describes how traditional analytics focused on descriptive reporting and internal decision making, while analytics 2.0 enables attribution, optimization, and allocation of marketing activities using predictive modeling. The report also discusses how one gaming company implemented analytics 2.0 to increase sales and profits by quantifying campaign contributions and optimizing resource allocation in real-time. Finally, it outlines Flipkart's use of an A/B testing framework to conduct live experiments, drive innovation, and improve performance metrics.
Creativity in advertising can be an effective marketing strategy when done properly. Creative ads tend to be more memorable, get more attention, and require less media spending to be effective. However, more creativity does not always translate to better results. The effectiveness of creative advertising depends on factors like the product category and dimensions of creativity like originality, artistic value, flexibility, elaboration, and synthesis. While highly creative ads may boost sales for certain categories like coffee, too much creativity could potentially decrease sales for other categories like body lotion that consumers prioritize function over image. It is important for advertisers to understand their product category's sensitivity to creativity before investing in a highly creative advertising campaign.
UnME Jeans is considering marketing options for their brand targeting 12-24 year old women. A case study analyzed spending on traditional media vs. social media/Web 2.0 options. Facebook and YouTube performed better than other Web 1.0 and Web 2.0 options based on cost per thousand impressions and click-through rates. The analysis recommended incorporating Web 2.0 options like Facebook and YouTube into the media plan, reducing spending on banner ads and TV ads, and focusing more on search ads and Facebook on a CPM basis over Zwinky.
There are two types of market strategies for companies that are not market leaders: market nichers and market followers. Market nichers identify and serve narrow customer segments with customized services, becoming leaders in small markets and achieving high margins. Market followers copy and improve existing market-leading products, enjoying high profits without innovation costs, offering customers high value, customized service, and flexibility. Some market followers operate in large markets but lead in smaller niche markets.
What is the lifetime value of customers and how can marketers maximise it?Sameer Mathur
The document discusses calculating customer lifetime value by estimating the total costs of attracting, selling to, and serving customers compared to the lifetime revenue stream from customers to determine if they are profitable. It also notes that customer lifetime value is the net present value of expected future profits from a customer over their lifetime with a company.
What organizational structures and processes do managers use to oversee new p...Sameer Mathur
The document discusses organizational structures and processes for overseeing new product development. It describes using customer-driven engineering to incorporate customer preferences, and making internal changes to improve products. It outlines acceptance criteria for new products and calculates the budget and costs associated with developing new product ideas through stages of idea screening, concept testing, market testing, and national launch. Finally, it discusses organizing development through cross-functional teams, skunkworks projects, and stage-gate systems.
Case study steinway & sons buying a legendSameer Mathur
The document discusses the ownership history and business strategies for Steinway & Sons, a piano manufacturer. It was established in 1853 and changed hands several times, experiencing issues with quality. In 1995, Dana Messina and Kyle Kirkland purchased Steinway for $100 million, seeing potential due to its brand reputation but needing financial expertise. The piano industry was declining but Steinway remained the top producer of high-end pianos. The new owners would focus on optimizing profits through manufacturing, marketing, distribution and used piano market strategies to restore Steinway's position as the best piano producer.
This document outlines key differences between marketing in developing versus developed markets. Developing markets have huge customer populations but lower average incomes, resulting in stronger local competition and a need for unconventional marketing approaches. By contrast, developed markets have higher average incomes but cover a smaller percentage of the global population, and rely on developing markets for continued growth due to their larger customer bases.
This document summarizes the evolution of the Dove brand from its founding in 1930 as a merger between Lever Brothers and Margarine Unie to its strategic repositioning in the 2000s. By 2000, Dove had grown to have over 1600 brands but lacked a unified global identity. In response, Dove launched its "Campaign for Real Beauty" in 2004 to redefine the brand around promoting a more attainable standard of beauty for general women. Market research found most women felt taunted by unrealistic beauty standards in advertising. The campaign used ordinary people instead of models and generated viral success. It helped grow Dove into a top 10 health and beauty brand, increasing revenues by $1.2 billion.
How can companies build strong relationship with busines customersSameer Mathur
Building strong relationships with business customers is important. Close relationships are developed through supply chain management, early supplier involvement, and purchasing alliances. Companies use social media like blogs, press releases, and forums to communicate with existing and potential customers. Different types of relationships are possible, ranging from basic transactions to collaborative partnerships, depending on the level of trust and cooperation between the parties. Technology can help improve business relationships but also introduces risks that must be managed to prevent opportunism and maintain solidary between customers and suppliers.
What is the best way to manage the new product development processSameer Mathur
The document discusses various stages of product development and commercialization. It explains how quality function deployment methodology takes customer attributes from market research and turns them into engineering attributes. It also notes that commercialization incurs the highest costs to date for a company and will require manufacturing capabilities. Finally, it outlines three timing choices for a company entering a market: first entry for advantages, parallel entry to coincide with competitors, or late entry after competitors reveal flaws.
What factors should a company review before deciding to go abroadSameer Mathur
A company should review several factors before deciding to go abroad, including the size of their domestic market, potential profit opportunities in international markets, and whether they need a large customer base to achieve economies of scale. They must also determine how many countries to enter and how quickly to expand internationally, whether using a selective approach targeting a few countries or a multi-domestic approach targeting many countries. Additionally, companies must decide on their marketing program, organization, and strategy for adapting brands, communications, pricing, and distribution globally.
What challenges does a company face in developing new products and services.pptxSameer Mathur
The document discusses the challenges of developing new products and services. It notes that fewer than 10% of new products are truly innovative. Developing new products presents high technological uncertainty, fierce competition, and high investment risks. It provides an example of how Gore overcame these challenges by involving customers early, giving employees flexibility to choose projects, and judging ideas based on feasibility, competitiveness, and profitability. The document also discusses reasons for new product failure, including poor advertising and wrong timing.
What are the main stages in developing new products and services.pptxSameer Mathur
The document discusses managing the new product development process from idea generation through concept development and testing. It describes techniques for gathering customer input like conducting informal sessions and surveys. It also discusses frameworks for understanding customer needs and wants like demand-first innovation and growth (DIG). Additionally, it outlines methods for concept development including attribute listing, forced relationships, and morphological analysis as well as concept testing and conjoint analysis.
What are the diffeences between marketing in a developing and a developed marketSameer Mathur
This document discusses differences between marketing in developing and developed markets. It provides examples of companies that have found success marketing in developing countries like Bangladesh, India, and Mexico by targeting rural villages. Many large corporations now generate a significant percentage of their revenue from developing markets. Companies often prefer to enter and sell to neighboring developing countries that they understand better due to shared language, laws, and culture. Proximity plays a key role in determining marketing choices for international expansion.
UnME Jeans was a successful junior denim brand that promoted individuality and anti-conformity. Its brand manager, Margaret Foley, saw changes in media consumption that could reduce the effectiveness of UnME's advertising plan. An agency proposed using social media like Facebook and YouTube. This raised challenges in measuring results and controlling content, but could complement UnME's plan by engaging younger consumers. Foley had to decide whether social media investments would produce sales comparable to traditional advertising.
To what extent must the company must adopt its productsand marketing program ...Sameer Mathur
This document discusses various strategies for cultural adaptation and globalization. It outlines 4 main cultural dimensions that differentiate countries: individualism vs collectivism, high vs low power distance, masculine vs feminine, and weak vs strong uncertainty avoidance. It then discusses 3 product strategies for entering foreign markets: straight extension, product adaptation, and flexible manufacturing. It also discusses strategies for global pricing, distribution, and communication.
This internship report discusses the evolution of web analytics from version 1.0 to 2.0. It describes how traditional analytics focused on descriptive reporting and internal decision making, while analytics 2.0 enables attribution, optimization, and allocation of marketing activities using predictive modeling. The report also discusses how one gaming company implemented analytics 2.0 to increase sales and profits by quantifying campaign contributions and optimizing resource allocation in real-time. Finally, it outlines Flipkart's use of an A/B testing framework to conduct live experiments, drive innovation, and improve performance metrics.
Ideas on how to create powerful presentation.pptxSameer Mathur
The document discusses how Al Gore improved his public speaking skills through better presentation techniques. It outlines Gore's story of initially struggling to convey his message until working with a presentation design firm. The document then provides tips for creating better presentations, including focusing on simplicity, concreteness, emotions, visual elements over text, and passion in delivery. It advocates for preparation, visual simplicity in slides, and strong delivery skills.
How should the company manage and organize its international activitiesSameer Mathur
The document discusses different organizational structures companies use as they expand into international markets. It explains that companies typically start with an export department when first exporting goods internationally. As international sales grow, they form international divisions headed by a division president to oversee all global operations. The international division consists of functional specialists and operating units organized either by geography, product groups, or international subsidiaries. However, coordinating influence between headquarters, products, markets, and countries presents organizational complexities for these international companies.
How can companies evaluate and select specific foreign markets to enterSameer Mathur
Companies must decide how aggressively to expand into foreign markets. They can take a multi-country approach, entering many markets quickly, or a sequential approach, entering a few markets initially before expanding. Developed nations account for 20% of the world's population, while the other 80% live in developing nations where issues like affordability, infrastructure and competition must be addressed. Some companies that successfully entered developing markets adapted their practices, such as by hiring local women as sales agents in villages or using video vans to demonstrate products in rural areas. Proximity also influences market selection, as companies often first target neighboring countries with similar languages and cultures.
How do marketers influence country of-origin effectsSameer Mathur
The country-of-origin effect describes how a product's country of origin influences consumers' perceptions and purchasing decisions. New Zealand developed marketing programs to sell products abroad and attract tourism by highlighting landscapes from The Lord of the Rings. Consumers are often ethnocentric and favor their own country's products unless they come from a less developed country. Certain countries have reputations for specific goods like Japan for electronics and France for wine. Marketers must consider country-of-origin perceptions from both domestic and foreign perspectives to understand patriotic appeals and how perceptions may differ in times of economic or political crises.
This internship report discusses the evolution of web analytics from version 1.0 to 2.0. It describes how traditional analytics focused on descriptive reporting and internal decision making, while analytics 2.0 enables attribution, optimization, and allocation of marketing activities using predictive modeling. The report also discusses how one gaming company implemented analytics 2.0 to increase sales and profits by quantifying campaign contributions and optimizing resource allocation in real-time. Finally, it outlines Flipkart's use of an A/B testing framework to conduct live experiments, drive innovation, and improve performance metrics.
Creativity in advertising can be an effective marketing strategy when done properly. Creative ads tend to be more memorable, get more attention, and require less media spending to be effective. However, more creativity does not always translate to better results. The effectiveness of creative advertising depends on factors like the product category and dimensions of creativity like originality, artistic value, flexibility, elaboration, and synthesis. While highly creative ads may boost sales for certain categories like coffee, too much creativity could potentially decrease sales for other categories like body lotion that consumers prioritize function over image. It is important for advertisers to understand their product category's sensitivity to creativity before investing in a highly creative advertising campaign.
This document discusses strategies for companies to capitalize on brand polarization. It provides examples of companies that have successfully harnessed polarization to drive sales. Some key strategies discussed are identifying polarized customer opinions, placating brand detractors, antagonizing haters to create buzz, amplifying polarizing attributes through new products, driving wedges in the market through targeted campaigns, and launching provocative ads. The conclusion emphasizes that companies should assess and exploit brand dispersion by not relying on average opinions and responding strategically to pockets of haters on social media.
Analysis brands versus private labels- fighting to win Sameer Mathur
This document discusses the growing threat of private labels to national brands in India. It outlines several reasons for the rise of private labels, including improved quality, premium options, success in Europe, and expansion to new categories. While national brands have advantages like existing brand value and appeal to retailers, private labels offer higher profits and control for retailers. The document considers pros and cons of brands manufacturing for private labels, and advises evaluating private label business thoroughly. It provides tips for brands to strengthen themselves through investment, innovation, niche brands, relationships, category management, and sales promotions. Overall, the threat of private labels should not be underestimated.
The document discusses various creative advertising techniques that have proven successful, such as using memes, games, crowd-sourcing, humor, and native advertising. It provides examples of campaigns that utilized these techniques, such as a Kia campaign that featured hamsters to add humor, achieving product selling success. It also discusses how Marks & Spencer launched a "Shwopping" campaign encouraging recycling clothes before shopping, hoping to make $350 million annually if the social movement catches on. Overall, the document advocates for advertising approaches that are creative, persuasive yet simple, and leverage popular culture trends.
Château de Vallois, a luxury wine producer, is considering producing a more affordable wine line to boost profits and market share. While this could increase sales and address financial losses, it risks damaging the brand's luxury image and disrupting traditional suppliers. The document analyzes different approaches and criteria for evaluating a new affordable wine, balancing the need to preserve the brand's luxury positioning while expanding into a new market.
This document discusses the branding and commercialization of yoga in the United States. It explores how yoga originated in ancient India as a spiritual practice within Hinduism but was introduced and popularized in the US without reference to its Hindu roots. Individual yoga styles like Bikram yoga and Strala yoga became branded and trademarked, despite debates around copyrighting yoga. Groups like the Hindu American Foundation campaigned to reconnect yoga to its religious origins in the face of its portrayal as a secular physical practice alone.
UnME Jeans was a successful junior denim brand that promoted individuality and anti-conformity. Its brand manager, Margaret Foley, saw changes in media consumption that threatened the effectiveness of UnME's advertising plan. An agency proposed using social media like Facebook and YouTube. Foley worried about justifying budgets, measuring results, and content control for her teen-focused brand. She was expected to choose the agency's Facebook proposal as most promising.