The document discusses how branding can signify quality, create barriers for competitors, and serve as a competitive advantage for companies by allowing them to secure a price premium. It then lists 12 website URLs.
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Internship under Professor Dr. Sameer Mathur (IIM LUCKHNOW)
MODULE 1
Word of ADVICE from Jesse Desjardins
Tips to become a Presentation JEDI NANCY DUARTE GARR REYNOLDS
Organization and Presentation Tips By Garr Reynolds
How stories Resonate By Nancy Duarte
MODULE 2
Some important concepts learned
MARKETING RESEARCH PROCESS
CREATING CUSTOMER VALUE AND CUSTOMER RELATIONSHIPS
ANALYSING BUSINESS
ROLE OF
MODULE 3
Goodyear: The Aquatred Launch HARVARD BUSINESS SCHOOL CASE STUDY
“The case method takes the learner through a reflective and analytic process that is very powerful,” says Robert Bruner
Purpose of the Case Study The case method gives students the ability to quickly make sense of a complex problem, rapidly arrive at a reasonable solution, and communicate that solution to others in a succinct and effective manner.
MODULE 4
Highly Polarizing Brands tend to perform more poorly than others, but they also tend to less risky- exhibit relatively little variation in stock price
Higher the percentage of brand lovers and brand haters, the greater the Polarization Brand Dispersion measures the Polarization
Capitalizing on Polarization
Placate the HATERS Research shows that negative word of mouth can greatly influence neutral customers
THE HATERS People often feel compelled to defend a favorite product that has come under the attack and defense mounted by the fans often swayed neutral consumers into becoming supporters
Polarizing Attribute
CREATING POLARIZATION
Drive a WEDGE in the market Segmentation increases the polarization, which in turn can boost revenue
Launch a provocative advertisment Campaign and the negative reaction raised brand awareness and increased sales
Open Business Center provide best setup for Serviced offices Dubai, With flexible lease terms, ready-to-use executive suites, immediate office setup, receptionist and maintenance services. http://openbc.ae/
Internship under Professor Dr. Sameer Mathur (IIM LUCKHNOW)
MODULE 1
Word of ADVICE from Jesse Desjardins
Tips to become a Presentation JEDI NANCY DUARTE GARR REYNOLDS
Organization and Presentation Tips By Garr Reynolds
How stories Resonate By Nancy Duarte
MODULE 2
Some important concepts learned
MARKETING RESEARCH PROCESS
CREATING CUSTOMER VALUE AND CUSTOMER RELATIONSHIPS
ANALYSING BUSINESS
ROLE OF
MODULE 3
Goodyear: The Aquatred Launch HARVARD BUSINESS SCHOOL CASE STUDY
“The case method takes the learner through a reflective and analytic process that is very powerful,” says Robert Bruner
Purpose of the Case Study The case method gives students the ability to quickly make sense of a complex problem, rapidly arrive at a reasonable solution, and communicate that solution to others in a succinct and effective manner.
MODULE 4
Highly Polarizing Brands tend to perform more poorly than others, but they also tend to less risky- exhibit relatively little variation in stock price
Higher the percentage of brand lovers and brand haters, the greater the Polarization Brand Dispersion measures the Polarization
Capitalizing on Polarization
Placate the HATERS Research shows that negative word of mouth can greatly influence neutral customers
THE HATERS People often feel compelled to defend a favorite product that has come under the attack and defense mounted by the fans often swayed neutral consumers into becoming supporters
Polarizing Attribute
CREATING POLARIZATION
Drive a WEDGE in the market Segmentation increases the polarization, which in turn can boost revenue
Launch a provocative advertisment Campaign and the negative reaction raised brand awareness and increased sales
Goodyear: The Aquatred Launch HARVARD BUSINESS SCHOOL CASE STUDY
2. What is Aquatred ? It is a new tire providing improved driving traction under wet conditions
3. Major Tire Industries in U.S
4. Three major changes in US Tire Industry
5. Emergence of RADIAL tires to replace older “bias” and “bias-belted” tires. Between 1971-91 radial’s share of unit sales increased from 32% to 95%.
6. Increased in foreign competition
7. Change in nature of demand from consumers and car makers.
8. FOUR major impacts of these changes
9. Demand for the passenger tires grew sluggishly
10. New tires in the U.S market declined
11. Tires producing capacity outstripped demand Tire making capacity rose 12% and capacity utilization fell from 87% to 76%
12. Industry difficult economic conditions, coupled with the tire manufacturer slow response resulted in a number of mergers and acquisitions
13. In, 1991 company operated 41 plants in U.S, 43 plants in other 25 countries and 6 rubber plantations Known as “THE GORILLA” in world tire industry
14. Goodyear ranked third in worldwide sales of new tires
15. In 1977, company introduced the TIEMPO, first all season radial their unit sales grew from 2% to 71%
16. In 1981, company successfully launched the EAGLE
17. Market for Passenger Tires could be segmented in three ways
18. Distinction between Performance and Broad-line tires Performance Tires Broad-line Tires
19. Market can be also segmented on Replacement and OEM tires Replacement tires sold directly to the individual consumers OEM tires were sold to the car manufacturers
20. In 1986, Sir James Goldsmith attempt to takeover Goodyear greatly increased their debt. Their earnings were sluggish despite spending $1 million per day on investments.
21. Third segmentation was along brand classification It includes major brands, minor brands and private labels
22. Most consumers viewed tires as a “grudge purchase” An expensive necessity to keep vehicle in driving condition
23. Five important tire attributes 1)Tread life 2)Wet traction 3)Handling 4)Snow traction 5)Dry traction
24. Criteria for selecting Tire Retailer 1)Price 2)Offers fast service 3)Can trust personnel 4)Store is attractive 5)Offers mileage warranty 6)Brand selection 7)Maintains convenient hours
25. CONSUMER SEGMENTS
26. Price constrained buyer
27. Value oriented buyer
28. Quality buyers
29. Commodity buyers
30. Wholesale distribution channels
31. Retail distribution channels
32. Goodyear Distribution Structure 4,400 independent dealers accounted for 50% of sales revenue, 1,047 manufactured owned outlets generated 27% and the 600 franchised dealers for 8% and remaining 15% were to government agencies
33. Just Tires was a new retail format under test by Goodyear
34. Goodyear supported core events with radio, television and print advertising, announcing special prices on specific tire lines.
35. Independent Dealers
36. Indepe
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
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Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
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What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
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