Essays on Brand Loyalty

Recommendations:

1: Comprehensive marketing research

3: Define the value of the product 4: Identify the gaps in the marketing of Snapple Comprehensive marketing research A study to establish the position of the Snapple brand in the market would be critical in laying the background to turn around the sales of the brand. The survey would be crucial to establish the quality and prices desired by the customers in the beverage sector. The comprehensive research would also provide the level of competition which will enable the company to position the product in consideration of the market realities (Deighton, 8). An intensive ...

Introduction

Brannigan foods was facing a major challenge as the soup industry had been on a continuous decline, with the market share and profitability dwindling in the last three years before 2012.Although the condensed and the ready- to-eat (RTE) soup were a staple in the USA by 2012, the concerns about health and obesity had reduced the consumption of processed foods and products with high sodium contents. The issue of reduction in the consumption of the processed food was particularly pronounced among the baby boomer generation. There was also an increasing demand for the fast, simple meals among the working ...

Introduction

Under Armour is the brainchild of Kevin Plank who initiated the company in 1996, which has grown to a multi-billion business venture operating in the American market and producing accessories and sports clothing. It is among the largest suppliers of casual and sportswear apparel in the Americas. The company is headquartered in Baltimore, Maryland with franchises across Houston, Austin, Denver, Texas, New York and other major states in North and South America. Further, Forbes notes that Under Armour’s core business is the manufacture, marketing, and distribution of branded sports apparel including footwear, accessories for men and women and ...

ABSTRACT

The businesses today have identified the need to focus more on customer and the key to retain customer is through development of customer relations. CRM or customer relationship management is based on the idea that loyal customers are profitable for the company. The loyalty has been identified by several researchers to be linked to the level of satisfaction of customers. Organizations require attracting the customers, developing relations so that satisfaction is ensured and retain customers by maintaining the relations. Due to intense rivalry and competition, businesses require focusing on building stronger customer base by promoting goodwill and providing them ...

Introduction

Customer experience management (CEM) is an important strategy that focuses on consumer perspective as it seeks to meet consumers’ wants more efficiently (Arineli & Meirelles, 2015). The primary objective of CEM is to enhance customer loyalty and restore constant interaction between clients and the firm products. The Fashion industry is diverse and has been characterized by increased competition over the recent past. This study appreciates strategies used by service firms in the fashion industry to develop customer experience management. The paper focuses on Alibaba, which is an e-commerce business with different platforms used by companies to support online shopping.

Main Body

Customer ...

Introduction p. 3

Significance p. 4 Trend Drivers and Patterns p. 5 Impact on the Hospitality Industry p. 7 Subway: A Case Study p. 7 Impact on Future Professional Development p. 9 Conclusion p. 10 References p. 11 Chemicals in the food chain and the relevance to the hospitality industry. 1.0 Introduction: In the past, the process of a food chain was simple; foods were eaten as they were produces due to lack of preservation techniques. While it was considered to be important, food was categorized as just a commodity (Gauther, 2012). As industrialization increased, farmers became more distant from consumers and ...

The smartest person the author ever knew, a true scientist with PhDs in Physics and Mathematics, said something very profound once: “if it has ‘science’ in its title, it isn’t (Minnick).” This applies to the “dismal science” of economics. The problem with any social “science” is that it deals with human beings and using human beings in experiments is impossible. To be sure, actuaries can predict the actions of groups or demographic segments with a reasonable confidence. Individuals, however, are notoriously unpredictable. We are left, then, with observations which are converted into “laws.” Chief among these laws in ...

Motivation is important in any marketing segment because it stimulates the behavior of consumers. The tension of a need that is not satisfied initiates the motivation process. Marketers should understand the motives that influence consumer behavior so that they can easily convince them to purchase their products. The process of motivating the consumers is not easy because people have different needs, motives, and personalities. The marketers should strive to understand all these aspects for the success of the business. This paper will discuss various challenges and difficulties that the marketers encounter as they try to motivate the consumers. It ...

On August 30, 2016, Laura Dimon and Ginger Adams Otis wrote an article for The Daily News under the headline “Protesters gather in NYC to show outrage of skyrocketing EpiPen prices.” The article highlights a controversy that is ongoing as this is typed – the price of potentially life-saving EpiPens has increased fivefold in the decade since Mylan Pharmaceuticals acquired the product. One of the clear economic concepts that the EpiPen controversy demonstrates is elasticity of demand. As Guo (2012) points out discussing price elasticity of demand, the concept is simple. It is intuitive as well. When prices go up ...

Executive Summary 3

Introduction 4 Theoretical Background 4 Brand Love Scales 4 Definition of Love 5 Personality of Brand 5 Image of the Brand 5 Brand Love’s Elements 6 Brand Romance 7 Brand Attitude 7 Brand Loyalty 7 Fashion Brands Love 8 Brand Love in Cell Phone Industry 8 Brand Love Creation by the Companies 8 Apple/Samsung/Huawei 8 PepsiCo 9 Benetton 9 Conclusion 9

BIBLIOGRAPHY 10

Executive Summary Brand love is a relatively new phenomenon actively discussed by the scholars and marketing professionals. Brand love is necessary for the modern companies to successfully attract and retain their customers. Moreover, it helps to convince ...

Brand attachment is an important element since it contributes immensely towards the ability of an organization to record persistent success and to survive in the long run. As a concept and practice, brand attachment refers to the strength of the bond that connects the brand with the self (MacInnis, Park, and Prieste 2014). It is a type of self-extension often characterized as analogous to interpersonal bonds. As such, according to Yao, Chen, and Xu (2015), individuals are known to extend their self to objects including places, other individuals, and possessions. It tends to capture not only the emotional but ...

Brand attachment is an important element since it contributes immensely towards the ability of an organization to record persistent success and to survive in the long run. As a concept and practice, brand attachment refers to the strength of the bond that connects the brand with the self (MacInnis, Park, and Prieste 2014). It is a type of self-extension often characterized as analogous to interpersonal bonds. As such, according to Yao, Chen, and Xu (2015), individuals are known to extend their self to objects including places, other individuals, and possessions. It tends to capture not only the emotional but ...

Guo (2012) gives the explanation for the concept of price elasticity of demand. It is simple and, when you think of it, obvious. With a very few exceptions, price increases will drive demand down. Interestingly enough, the controversy over EpiPens in the news today provides a good example of price elasticity of demand. The classic example is a drug addict or the slightly less addicted cigarette smoker. Price was essentially irrelevant to demand to these groups of consumers. The converse condition is also, then, true. Products that are commodities are essentially perfectly price elastic. Gas wars, for example, are ...

Intrapreneurship Plan

Apple Inc. is one of the most successful companies in the world. Since its incorporation, the company has continued to create brands that have been accepted globally. Even so, technology continues to thrive, forcing Apple to realign its strategies to come up with new innovative products. The company needs to ensure that it maintains brand loyalty to its customers, which could be achieved by coming up with innovative brands. Apple could consider diversifying its products by tapping into the digital camera industry. Apple brands such as the iPhone, iPad, iMac and apple watch have done so well in the ...

2.0 Introduction As identified in the first chapter of the dissertation, this study will seek to examine the elements of luxury goods positioning and branding. This will aim at examining the cultural settings in purchasing these luxury products in the British and Kazakhstani contexts. This literature review will analyse authoritative sources and ground-breaking definitions that relate to core concepts and theories in the area of luxury fashion and branding. 2.1 Positioning Strategies for Luxury Brands “Brand vision and the culture, personality relationships and presentation are key components of corporate branding that builds brand identity” . Luxury fashion and products are ...

Introduction

As one of the fastest growing markets within the leisure industry, cruise tourism bridges the gaps between exploration and comfort, providing an alternative way for individuals to envisage the world around them. Due to its increase in popularity, the cruise industry has had to adapt to trends in consumer needs; balancing luxury, exploration and expectation in order to create a unified package that can compete with rival companies within the cruise industry. Focusing on the Viking cruise company specifically, this case study shall illustrate how companies within the cruise industry perform when adapting to pressures and demands by consumers ...

Introduction

Apple incorporation, abbreviated as Apple Company, is a large multinational technology company headquartered in Cupertino, California, in the United States of America. The firm deals with the design, development, selling, advertising and renting of consumer electronics, computer software as well as a range of online services and other third-party services and devices incorporated into its systems. It is also highly valued and has been indicated to contribute notably to the total GDP of the United States economy. Its main competitors include Google, Microsoft as well as other phone manufacturers including but not limited to Samsung, Techno sand Huawei (Reuters, ...

Abstract

This paper is about the strategic management and strategic competitiveness of an organization. Apple Incorporation is an American-based multinational corporation, which is mainly involved in designing, development, and selling computer software, consumer electronics, online technological and user-based services. Apple Inc. is currently the largest information technology company across the globe and second largest phone manufacturer in the world. It relishes a superior brand loyalty and as per 2014, it was the most valuable brand with an approximate valuation of US $ 118.9 billion. The paper discusses how globalization drastically influences the business style, capabilities, proficiencies, expertise, and overall business performance ...

BUSINESS PLAN FOR UNIVERSITY GROUPWORK COHESION (UGC)

Business Plan for University Groupwork Cohesion (UGC) Executive Summary The aim of this project is to design, develop, and market a mobile application for assisting students in their productivity especially when placed in groupings of several modules. Group works are considered one of the most hectic assignments that students are required to perform. However, as most of the students point out it is not the actual assignments that are hard but the interactions, planning and delivery of the work across several students. This project, therefore, aims to provide a simple and efficient means of handling such issues among students ...

Introduction

Globalization of economies and the strengthening of political and economic relationships in the European Union have had the significant influence on the development of retail industry in the country. The fashion industry is highly dependent on the social and economic trends. With increased mobility of individuals and the digitalization of the markets, companies are obliged to look or ways to further enhance their brand and become more responsive to increasingly dynamic fashion market and consumers, who are more demanding with regards to the short lifecycle of the products today, than ten and even five years ago. Moreover, competition on ...

The personal care product that I rely on and that perhaps holds special meaning for me is Colgate brand of toothpaste. The reason for picking this brand is that I have used this product since my parents who had used the toothpaste for a long time introduced me to this brand and I have used it for all my life. In fact, prior to this assignment, I had not considered my brand loyalty to the Colgate toothpaste and even their toothbrushes. Considering that I brush my teeth daily, it is a fair assessment that I purchase the product regularly ...

Internal Analysis

Internal Analysis

Introduction

According to David (2011), every organization has weaknesses and strengths in its functional areas. Organizations have several functional areas depending on the industry they operate in. A firm that seeks competitive advantage against rivals must build on its distinctive competencies, which are inimitable strengths that others cannot replicate. Similarly, it is important to build on weaknesses and to turn them into strengths. The process of internal analysis, therefore, involves establishing the company’s strengths and weaknesses within key functional areas. Once completed, an internal analysis helps employees to understand and perform their roles within the larger organizational ...

Project Task 1

Company Overview Apple Inc. is a multinational company that designs, manufactures, and markets one of the best consumer electronic items and software. It is headquartered in Cupertino, California and is best known for its products like Mac, iPhone, iPod, and iPad. Apple Inc. also provides online services to its customers, which includes iCloud, iTune Store, and App Store. OS X and iOS are the two operating systems of this company. Steve Jobs, Steve Wozniak, and Ronald Wayne founded the company in 1976 and incorporated it a year afterward under Apple Computer Inc. name. Later, the products of the company ...

Executive Summary

Marketing is an important business function that ensures a company remains competitive. Kingsford is an American brand that produces premium charcoal grilling products and one that enjoyed a steady growth of revenues in the 1980s. The company has relied on an experienced team of sales executives, consistency in marketing and sales actions, superior quality, and brand positioning for success. However, Kingsford’s main problem lies in the aspect of competition. The company has faced serious challenges in regard to the strategic decisions that were necessary to avert competition in relation to aspects such as pricing, advertising, promotion as well ...

Guest Satisfaction and Guest Loyalty

Introduction 3 Main Section 4 Arguments Against the Correlation between Satisfaction and Loyalty 4 Arguments For the Correlation between Satisfaction and Loyalty 6 Opinion: Increasing Guest Satisfaction results in Guest Loyalty 10 Conclusion 13 Introduction This paper will attempt to explore the intricate relationship between guest satisfaction and guest loyalty. There has been an ongoing debate on why guest satisfaction does not always result in guest loyalty, and it is an interesting topic of study. The opinion posited is that guest loyalty is the product of superior guest satisfaction (as opposed to just regular satisfaction) and that this superior ...

Starbucks to Offer Brand Visa Card,” by Julie Jargon, WSJ, March 24, 2016.

Initiatives Starbucks announced at their recent shareholders’ meeting In their recent shareholders’ meeting, Starbucks announced several marketing initiatives that would be adopted in a bid to enhance the business’ marketing competitiveness and customer attraction as well as retention. The company announced the adoption of a new loyalty program by the introduction of a “Branded prepaid Visa card”, by the year end, that would enable the customers using it to earn reward points from the company coffee shops. The new card would be used at any retail outlets that accept such and the points earned would eventually be redeemable in ...

Introduction

Health Care System is complex sector, influenced by a number of internal and external forces. One of the distinguishing characteristics of the companies, operating in the industry is the strong dependence on the local and international regulatory base and the regulations with regards to the licensing and composition of their products. In this document, I will focus on Johnson and Johnson (J&J) operations and will look at the competition, customer profiles, marketing mix and pricing strategies, relevant for the company. As it was outlined in the previous work, J&J works with a complete line of products, including baby, skin ...

Our target company is the Coca-Cola Company. It is an American multinational company that is headquartered in Atlanta Georgia. It is best known for its main brand product-Coca-Cola which was invented by the founder John Stith Pemberton in Columbus, Georgia in 1886. The formula and the brand were later sold to Asa Griggs Candler, who carried out extensive marketing and brand development. This saw the rise of the company to dominate both the local and as well the international market in the 20th Century. The company has maintained the product formula a trade secretes although there are numerous experimental ...

Contemporary Marketing Issues

Executive summary Brand love is about a brand attitude that people hold about a brand. Some most famous theories of brand love include Sternberg’s (1986) theory of triangular love, Consumer-brand relationship theory proposed by Shimp and Madden (1988), Lovemark theory of Robert (2005), and Emotional brand attachment theory proposed by Carroll and Ahuvia (2006). Findings disclosed that emotional approaches to brand love are stronger than rationale benefits. Organizations that transformed from functional to emotional include Coca-Cola and Walt Disney. These organizations are the examples, of emotional theories as they got huge success through deploying interpersonal emotional theories of ...

SWOT analysis of MIWA International Corporation

Part 1- Description Miwa International Corporation is founded in Japan as an international company working in the wholesale sector of the market. The company now is successful in occupying a Unique Position in Market, which is achieved with the help of its special product line include cosmetics, skin care products, and product health care. No other company or brand is offering the same special line in the market. However, the brands do exist within each product category. The most of its consumers for the company are Asians because they are more concerned about white complexion, and Miwa offers a ...

1.0 Executive Summary Enhancing brand loyalty has become a major concern to many business organizations. Developing brand love by improving customer satisfaction is one of the strategies that most companies use to enhance brand loyalty. Consumers tend to develop intimacy, commitment, and passion for various brands of products, which forms the basis for brand love (Sternberg, 1986, p. 126). Brand loyalty has significant impacts on the marketability of a product. The determination of consumers’ attitude towards a particular brand helps in the formulation of strategies intended to stimulate improvements. High level of customer satisfaction often results in strong relationship ...

Abstract

Amazon is an online retail store that has manged to enhance its market situation value the use of big data. It is this large data at its disposal that normally help the management to assess the tastes and preferences of the potential customers. The same framework helps in the forecasting and decision making. There are three sets of problems that are discussed in this context. The first problem is concerned with the exploration of the survival aspects of the company in the wake of increased competition. The motivation is to asses how the management of Amazon can cope in ...

Abstract

In this age of globalization and digital media, companies with innovative marketing strategies and tactics have been able to maintain and sustain the brand’s equity in the eyes of the consumers in a profitable manner. In view of the requirement of the project, the brand selected to study a consumer’s loyalty factor is ‘Apple Inc’. The target segments of Apple are the millenials who are more into technology and also those demographics who are able to pay the premium price for the phones, the strategy of Apple to create a brand niche in the minds of the ...

Introduction

Social Media enables the effective communication of people via the use of technology. Facebook, LinkedIn, and Twitter are social media platforms that have become a part of people’s daily lives being used to communicate with loved ones who are near and far. This is a positive experience for most people; however, there are also negative experiences to include people living double lives, having affairs, and defaming people’s reputations sometimes without the knowledge of the very people who are being discussed. Businesses are also using social media to enhance their daily business operations. But with every benefit of ...

Recommendations and Conclusion

The Hilton HHonors program is aimed achieving customer retention and brand loyalty, and despite it not being sold to clients, it is recommendable to consider it as a product/service when formulating strategies to increase its efficiency. The recommendations discussed in this section are based on this consideration. As a service, Hilton HHonors has the general attribute of intangibility, which necessitates physical evidence. Hilton uses a loyalty card as this physical evidence, and thus creating a perception of superiority gained by having this card would be interpreted as meaning that joining the HHonors is a status symbol. The status of ...

Strengths

Among Hilton Hotels Corporation's strengths is its diversified product portfolio that comprises of resorts, restaurants, holiday homes and hotels. This diversification is also available in terms of price. An advantage of such a diversified portfolio is that it cushions the firm against economic downturns as it has services available for different levels of disposable income. In addition, this portfolio helps the firm mitigate service failures by a single brand, as other brands are perceived by the market independently. Hilton's global leadership position gives it superior bargaining power in regards to suppliers; furtherance, it ensures the firm enjoys economies of ...

Godiva is an international company that specializes in the manufacture of chocolate. Currently, the company has over 450 stores worldwide. Over the years, the company has undergone difficulties that are attributed to the following:

• Most customers have been suspicious of the quality of the product

• Recession caused a drop in the sales volume Despite the odds, Godiva has lived up to the expectation of its loyal customers by providing products that suit customer needs. One of the ways of maintaining the customers’ base is by keeping up with the market trends and getting feedback from the customers. Godiva’s customers are the greatest assets of the company because a drop ...

Brand Management

Brand management refers to the process of upholding, improving and maintaining a company’s brand so that potential customers can always associate with a lot of positivity (Morhart, Herzog and Tomczak, 2009, p. 126). Brand management is used for creating a marketing foundation, but concentrates mainly on the brand and how to make it favorable to the consumers. Usually, when brand management is conducted well, there is likelihood to increase the sales of a particular product which is associated with the brand. On the other hand product management is analysis of a market to ascertain a product’s competitive ...

Introduction

The leading companies with a global footprint in the soft drink industry are Coca cola, Cadbury Schweppes and PepsiCo. The rivalry between these giants has shifted gears from the pop fight to other product flavors in order to seek exponential growth. The main areas of comparison of the giants are by market size, growth rate and profitability. The market size has been on the rise with 2004 clocking at $307 billion and an increase to $367 billion in 2009 (Kish u. a., 2001). The growth rate has been on the decline largely due to market saturation in the United ...

LITERATURE REVIEW

Literature review When in the MSDI conference that was conducted in the late 1980s and at the beginning of 1990s, the concept of brand equity was discussed then participants agreed that there are two sorts of brand equity that includes financial brand equity and consumer based brand equity. Financial brand equity is related to the value of the company as it the brand of the consumer is treated as an asset. However, the consumer based brand equity (CBBE) is related to the value of customers because the brand adds convenience in the lives of customers (Cant, Strydom & Jooste, 2009). ...

(6.1) Identify and explain the five stages of the consumer buying process. Give examples of marketing activities designed to influence each stage.

Identifying a need gap

Any given potential customer feels an urge for a particular product due to the situation in which they find themselves in. Various factors could trigger this urge including the intrinsic and extrinsic factors. The intrinsic factors include the idea that the potential customers could be hungry or thirsty, thereby, pressed to make a step to have that need or urge fulfilled. The customers could also be motivated by an advertisement in the local daily or television making ...

Introduction:

We would like to thank you for your time to come and view this presentation. We strongly believe that the range of products we are offering will be of interest to you and that you will once again renew your support to our magazines. We know that you have good offers coming from elsewhere and that you might feel that our medium does not have the necessary attractions and that you have competition coming from elsewhere but we are confident that you will keep advertising in our magazine which remains one of the best on the market in this ...

- Gaming industry is a particular entertaining market, wherein the companies that activate in this domain target customers’ engagement for achieving market share and generating loyalty. Disney is a reputable company in the entertainment field and its entrance in the video games market is just a natural brand extension. Hence, in its e-marketing strategy, the company already benefits of its strong brand awareness, which boosts the awareness of the distributed games due to their association with Disney.

The games that Disney distributes are mostly targeting children and teenagers, being separated in various categories: action, adventure, music, puzzle, sport, etc. (Disney games official website). ...

Introduction

Ethics represents an extremely wide field of inquiry, which addresses variety of issues, concerning the way a person should behave in a particular situation or, in more general terms, what kind of person one should strive to be, importance of different values, choosing life-governing standards and principles etc. Business ethics is the study, which focuses on determining the rights in wrongs of persons’ behaviour in business context. Due to the change in social meaning of business from being related exclusively to money-making to establishing its links to global decision-making and business corporate social responsibility, developing enterprise’s reputation and creating prerequisites ...

Abstract

Market segmentation in changing market trends is achieved through a perfect network of product establishment and distribution. The market trend is defined through a creatively identified models and scope that are objectively managed through a predictable approach. The considerable opportunities are necessitated through a merited strategy in order to understand the changing behavior among clients. The macro-segments are fully installed within a given focus and creatively deployed in order to assess the pattern of product marketing. The profitability level that Tammy Limited projects its operations is composed of the input-output model and the aggregate functions. The building factors necessitated within the business interconnection are ...

Question 1

Brands that command a high market share have many buyers and high brand loyalty. Meanwhile, low market shares brands few buyers and brand loyalty. Advertising is an activity that tends to attract new customer and maintaining the existence ones. The response to advertising is attracting many customers and creating consistency in customers buying behavior. A brand commanding a high market share has already responded to the objective of advertising. Hence, advertising of a brand that has already attained a high market share may not effectively respond to advertising compared to brands with low market share (Lamb, Charles, Joseph, Hair & McDaniel, 201). This brands ...

SVEDKA Vodka Case Study

There is definitely a gap in the spirits industry between under-$10 and $25-and-up “prestige” vodkas; therefore, Cuvelier could convince U.S. distributors of SVEDKA vodka to launch this mid priced high quality brand at a selling price of $12-13 for American consumers. It should be noted that the distributors could acquire 0.75 L vodka bottle SVEDKA at $6 – $6.5 and could offer it to retailers, stores, bar and night clubs at the price of $9-10 depending upon sales volume growth of customers. The SVEDKA distributors could make relatively higher gross margins of 35 – 40% at aforementioned price that enables them to ...

Introduction

Abercrombie & Fitch was established in 1892 in New York City by David Abercrombie and Ezra Fitch. The company was initially started as a retailer of excursion goods including shotguns, fishing rods, and tents. In 1988, the company was sold to ‘The Limited’, who was a famous clothing brand in Ohio State. The company then started selling the clothing for young adults and soon became one of the largest apparel brands in the United States. Abercrombie & Fitch are located at more than 1,000 locations in United States and is expanding its operations internationally. The company operates four brands including the ...

Whole Foods actually seeks to distinguish and differentiate itself by producing organic products. Now, Whole Foods is bearing an intensive competition. It is required to maintain a mutually beneficial relationship between farmers and the Whole Foods Grocers to compete the entire market. It is important to give more benefits to the farmers as they are suffering from the impact of the intense competition that is facing Whole Foods. This severe competition from other stores like Walmart and Costco, etc; providing the food without the tag names of farmers have turned Whole Foods from growth to maturity phase. This can be ...

Please put your name here

Best Buy Co., Inc. is a global retailer in the technology and entertainment industry. The company offers products as well as services to its global clientele. The company currently operates in the United States, Europe, Canada, Mexico and China. Best Buy Inc. has its headquarters in Minnesota, and the group has a portfolio of retail stores and websites under 11 different brand names. Best Buy is the largest consumer electronics retailer in the United States with a market capitalization of approximately $16.53 billion. For the fiscal year 2009, the company reported revenues close to $45 billion. The CEO of Best Buy ...

Implementation issues

Snapple has experienced a decrease in sales and sales and revenue after firing of the Company’s spokespeople. The first implementation plan would be bringing back another spokespeople, with similar characteristics as the previously fired. From the first alternative, the sales department plays a major role in shaping the revenues of an organization, and as such, the company should employ massive sales people with the ability of moving a big crowd of customers. In addition, the fired group had a lot of influence towards customers who loved taking juice from Snapple Company. A similar recommendation would be for the company to hire the ...

HMV Group’s Segmentation, targeting and positioning analysis

If we look at the way HMV group approaches its target markets, we find that it is trying to position itself as a retail-entertainment store by selling games, DVDs, gaming consoles, electronic items such as DVD players and headphones. Through its online website https://hmvdigital.ie/, it also sells digital content much like the current market leader iTunes. As per Kotler (2011), marketers can never satisfy everyone in the market. Not everyone likes the same music, artist, movie or director. Therefore, marketers start by dividing the markets into different segments. By identifying different segments, they recognise a specific group of buyers who ...

Company Analysis (Nokia)

Executive Summary The current paper relates the strategic analysis of Nokia Company. The main objective of the paper is to assess the current internal and international strategy. The company description contains information related its product, headquarters, and revenue volume. The international strategy of Nokia is assessed with the help of SWOT analysis. The new marketing strategy based on the new meaning of the brand and emotional component is outlined. The description of logistics system contains the main logistics approaches and the current changes in logistics policy. Human resource policy was the main success factor for the Company in ...

In the automobile industry, having a competitive edge helps a company outshine others in the market. Companies in this sector specialize on producing products that target a specific market segment (Chan, Chan & Jain, 2012). In the automobile industry, Mercedes Benz and Toyota lead in product differentiation and product quality due to the variety of products that they give in the market and the market orientation of their products. The two companies thrive because of their high differentiation levels in their products and the marketing strategies. Producing products that meet customers’ needs also helps the two companies in enhancing demand for their products, ...

Background

Zara is a Spanish apparel retailer brand based in Arteixo, Galicia. Founded by Rosalia Mera and Amancio Ortega in 1975, Zara is the biggest chain store of the world’s largest apparel retailer group, Inditex (Hansen 2012). Currently, the company operates in 73 countries and has more than 1,800 outlets (Hansen 2012). Zara is known as “fashion imitator” among other players of the industry. Zara has posted revenue of more than €8.0 billion in 2012. The main countries of operation for Zara include Spain, France, Italy, Germany, Russia, United Kingdom, Portugal, China and Japan. The company operates Zara stores ...

Carnival plc is one of the companies that have enjoyed continuous dominance in the field of cruise lines in the tourism industry. However, consumer’s confidence has continued to deteriorate recently due to progressively more price competitive alternatives on vacations and mishaps that have occurred on several instances. Thus, rebuilding its brand loyalty and market share is essential for its survival in the current industry. Carnival has to speed up the rate at which it is installing the new technology on its ships to beef up security and modernity. Some of the consumers who have remained loyal to ...

Brand Building: Nike’s Case

Abstract This is a research paper focuses on product brand building. It uses both primary and secondary sources to analyze the Nike’s footwear brand equity and positioning. The primary source was abstracted from an interview involving a loyal Nike’s football boots customer. The secondary sources were obtained from articles published in journals.

Introduction

Brand building is a critical exercise that often takes many companies long time to achieve. Brand building creates brand equity which is the justification provided for preference of one brand over alternative brands. Brand equity can also be defined as extra value a brand name adds to the ...

Strategic Development and Challenges for McDonald’s

Strategy addresses the why and what of marketing activities. Marketing involves satisfying needs and wants of the customer. The task of any business is to deliver customer value while being socially responsible. In a highly competitive economy with increasingly intelligent buyers, a company can win only by fine tuning its value delivery process and providing superior value. In January 2011, McDonald’s announced that its earnings of fourth quarter in the previous year rose 2.1 percent despite of a slump in December due to extreme weather in U.S. and Europe. The analysts attributed the success of McDonald’s to the “Plan to ...

Marketing Products and Services

Theory of Branding Imagery and Attributes Marketing Products and Services Theory of Branding Imagery and Attributes

Introduction

Literature provides the dimensions of the impact of the theory of branding imagery and its attributes in marketing products and services as applied to this process in the Nokia and Microsoft agreement. Aligned to this is how textual stimuli combined with the influence pictorial marketing practices using product brand engages the consumer in spending decision-making behavior. Purposeful evaluation of the theory of branding reveals quality consumption as well as sophisticated visionary reactions to advertising producing emotional reaction and responses to the ...

Module Two

Susan Fournier, in her paper published in 1998 in the background readings, she claims that there are relationships between customers with their brands. 1) Explain what Fournier means by "having a relationship" with a brand. 2) Using two brands chosen from the categories below, explain whether or not you believe that customers have relationships with these brands. - Honda - Popeye’s Louisiana Kitchen 3) Expand your thinking and explain whether, based on Fournier's paper, your experience and your knowledge of other people, customers have relationships with all brands. - Susan Fournier explanation to Brand ...