Essays on Marketing Page 86

A brand is an identifying symbol, name, or sign for a product or business. Unilever had numerous brands globally, but managing them all became increasingly challenging. Consequently, Unilever made the decision to decrease its brands from around 1600 to 400. The plan involved selecting a few brands as Masterbrands, each representing a significant unified entity…

Introduction In the recent past, there has been increasing need by businesses to promote their products. This can be attributed to the fact that there has been increasing competition between companies. In order to inform prospective consumers of the existence of a new product, persuade consumers that the product is still efficient and to remind…

When I Grow Up: An Analytical Study of the Interpretations of Children on Pop Culture Elements found in Selected TV Commercials “TV takes our children across the globe before parents give them permission to cross the streets.” – Joshua Meyrowitz BACKGROUND OF THE STUDY Advertising is a form of mass communication strategy created to promote…

1. What, historically, have been Apple’s competitive advantages? Apple pursues a differentiation strategy since it started in 1976. Only one time they offered a computer aiming for the mass market, but soon came back to their differentiation strategy. This differentiation strategy was at one point supported by a strong promotion campaign, with the goal of…

Assess the business case for Chotukool. What are the critical success factors for their product to succeed? Godrej and Boyce’s product-Chotukool is an example of Disruptive Innovation. Disruptive innovation, a term of art coined by Clayton Christensen, describes a process by which a product or service takes root initially in simple applications at the bottom…

Summary In the face of consumer changes and current economic conditions, Clorox must make several key decisions regarding resource allocation and strategic focus across its product divisions. Specifically, there has been a strong focus since 2006 on product sustainability and green initiatives. As such, Clorox needs to determine if this is the right strategy to…

Introduction Ill-structured situations call for strategic thinking as they are usually characterized by difficulty, ambiguity, and lack of clarity. A strategy is a description of an organization’s set of goals and policies and how an organization is channelling its critical resources and energies to accomplish its strategy (David, 1999). Strategy thus focuses on the organization…

Effective advertising is, almost always, persuasive advertising. While not all advertising seeks to persuade, in a competitive situation, those who best persuade are those most likely to win. (O’Shaughnessy) The advertisement strategy for Pepsi Cola has done a great deal of work to make it an all-time favorite. I feel like they use persuasion by…

Executive Summary “Harley-Davidson is the iconic American motorcycle manufacturer. Founded out of a small shed in 1903 by William S. Harley and Brothers Arthur and Walter Davidson in Milwaukee, Wisconsin. The Motor Company produces traditional cruiser motorcycles utilizing air-cooled V-Twin engines. When Harley and Davidson produced and sold their first motorcycle in 1903, they were…

Evaluate the reasons Social Media Marketing has become exceedingly popular among businesses of all sizes 1 Analyze the advantages and disadvantages of Social Media Marketing for business entrepreneurs. Assess how Social Media Marketing is helping Pepsi gain more customer insight than it would have otherwise. Research two (2) other businesses that have used Social Media…