Case 19 Mobile Marketing at Adidas Analysis Internal Strengths • Huge advertising budget ($900 million dollars in 04) • Sponsorships/cobranding with some of the biggest athletes (Beckham‚ Kobe‚ etc.) • Established brand name: Historically largest share of soccer market in Europe (until 03) • Hiring Nick Drake brought insider’s view of mobile technology and market Internal Weaknesses • “Second place” to Nike • No longer the European premier soccer brand • Smaller marketing budget
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Case: LVMH‚ 2003 Issue Louis Vuitton Moet Hennessy must decide whether to maintain its numerous product lines or eliminate certain lines to focus on its most profitable segments. Analysis LVMH relies on its well established brand name and reputation for creativity and quality to market its diverse product lines. The firm is in a unique position as it is one of the only players in the luxury goods industry that can maintain a diverse portfolio of luxury brands. Of the top 5 major fashion
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Roadmap of Co-branding Positions and Strategies Wei-Lun Chang‚ Tamkang University‚ Taiwan ABSTRACT Co-branding‚ is a marketing arrangement to utilize multiple brand names on a single product or service. Basically‚ the constituent brands can assist each other to achieve their objectives. Co-branding is an increasingly popular technique for transferring the positive associations of one company’s product or brand to another. In the absence of a clearly defined strategy‚ co-brand mergers are frequently
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Key issues: 1. Whether or not to invest heavily in market research How important is it to understand these weaknesses? Critical‚ because there has been a sales slump in some of the best performing restaurants. Though the present sales slump of 6% per store only works out to overall loss in sales of around 2%‚ if it continues‚ it can result in more significant losses for the company. Is speaking to customers one on one enough to understand the situation? Doubtful‚ because the slump seems
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Today’s Lecture Go over the course outline What is marketing? The marketing process The Course Outline What is Marketing? The Marketing Process Understand the marketplace and customer needs and wants Design a customer-driven marketing strategy Construct a marketing program that delivers superior value Build Profitable Relationships and Create Customer Delight Capture value from customers to create profits and customer equity Step1: Understand Understand the
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In this highly competitive industry‚ first and foremost‚ Tetrosyl would need to develop a strategic plan based on market intelligence of intensive analyses of the industry‚ customers‚ competitors‚ distribution channels and emerging technologies. Tetrosyl should adjust positioning and differentiation strategies to varying product life cycles (PLC). As Swan and Rink (1982‚ p. 76) notes‚ "marketing strategy should be both a response to and an effective agent on the [PLC] cycle". The initial success
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First and foremost‚ although there is no universally accepted definition of co-branding‚ Leuthesser‚ Kohli and Suri (2003‚ p. 36) have defined co-branding as "the combining and retaining of two or more brands to create a single‚ unique product or service". Co-branding strategies are increasing used to fend off heavy competition and to gain more marketplace exposure (Spethmann & Benezra 1994). The main advantages are that companies can pool together their resources‚ reduce the cost of production
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HVS) Australia Unlimited Market Overview • High annual growth rates • The Indian hotel industry - Direct beneficiary of the growth in the economy and the tourism industry • Companies moving up the value chain to management contracts and cobranding of properties • Reforms in aviation sector have helped fuel growth • Liberalization in the regulatory framework in India • Increased visibility of India due to business and sporting events Australia Unlimited Emerging Trends • • • • • Huge
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There have been several marketing schemes that have driven Netflix success. Below I have provided some quotes as well as the links to information about their various marketing ideas: Online Portals "Marketing was key in the early adoption and success of Netflix. By getting the word out through major portals‚ Yahoo‚ MSN‚ and AOL‚ and through its relationship with BestBuy‚ consumers were deluged with information about the Netflix service" Free Trials "Free trials addressed the skeptics
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the elements that contribute to a company’s: a. logo development b. brand equity c. brand image d. cobranding effort It has been said that‚ if terrorists succeeded in destroying every Coca-Cola production facility on the planet‚ company executives could approach virtually any bank and borrow the billions necessary to rebuild the company. This is a reflection of which concept: a. brand equity cobranding b. c. brand image d. brand extension e. brand loyalty ____________ represents the cumulative added
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