Poor Little Rich Brands
Poor little rich brands
1. Main ideas: -island for rich people which buy brands because this is what their local local stores sale only designer shops
-new idea: big groups (LVMH=Louis Vuitton&Moet Hennessy) buy license from small rich groups to sell their products -big companies have the power and money to market products
-little companies can`t afford it control whole value chain
2. Title of the case study: -small rich companies can`t afford it to advertise their products any more -designers are now ageing lack of design and management skills to run an increasingly competitive business
3. Conclude from a marketing perspective: -costs requires the sales volume and working capital that many of the family firms lack -not enough money
4. What makes a luxury good or service desirable? -Luxury brands are desirable firstly because the brand name is a reassurance of quality, but secondly (and mainly) because the brand says something about the consumer
Coffee Mate
1. Main benefits of coffee-mate: (brand)-their £1.5m advertising budget had enabled it to hold a 55 per cent market share and squeeze both private label and other brands (product)-easy to carry on picnic -creamers are regarded as something special improves and complements the flavor of coffee
What is limiting its sales? -The consumers developing taste for skimmed and semi-skimmed milk in their coffee -milk is the most popular whitener for coffee
2. Should Coffee-Mate be mass marketed? –Yes! Consumers should buy it for daily life. They should mix it in food instead of cream less fat than cream more healthy
6. Famous personalities who could be used to help position Coffee-Mate: -famous cooks like Mälzer, Henssler etc.
Nokia
1. Why is Nokia making this sudden change into becoming an Internet service provider rather than a maker of mobile phones?
Because there are many operators who say that they don`t have the resources to develop their own services. They come to Nokia and ask
1. Main ideas: -island for rich people which buy brands because this is what their local local stores sale only designer shops
-new idea: big groups (LVMH=Louis Vuitton&Moet Hennessy) buy license from small rich groups to sell their products -big companies have the power and money to market products
-little companies can`t afford it control whole value chain
2. Title of the case study: -small rich companies can`t afford it to advertise their products any more -designers are now ageing lack of design and management skills to run an increasingly competitive business
3. Conclude from a marketing perspective: -costs requires the sales volume and working capital that many of the family firms lack -not enough money
4. What makes a luxury good or service desirable? -Luxury brands are desirable firstly because the brand name is a reassurance of quality, but secondly (and mainly) because the brand says something about the consumer
Coffee Mate
1. Main benefits of coffee-mate: (brand)-their £1.5m advertising budget had enabled it to hold a 55 per cent market share and squeeze both private label and other brands (product)-easy to carry on picnic -creamers are regarded as something special improves and complements the flavor of coffee
What is limiting its sales? -The consumers developing taste for skimmed and semi-skimmed milk in their coffee -milk is the most popular whitener for coffee
2. Should Coffee-Mate be mass marketed? –Yes! Consumers should buy it for daily life. They should mix it in food instead of cream less fat than cream more healthy
6. Famous personalities who could be used to help position Coffee-Mate: -famous cooks like Mälzer, Henssler etc.
Nokia
1. Why is Nokia making this sudden change into becoming an Internet service provider rather than a maker of mobile phones?
Because there are many operators who say that they don`t have the resources to develop their own services. They come to Nokia and ask