ASSIGNMENT 10.1 – BRAND POSITIONING Tuan Duong TRUNG HIEU BRAND POSITIONING DEFINITION • • • A way to create a distinct impression in consumer’s mind Consumer’s reason to buy your brand A single and constant meaning behind “brand” in consumer’s mind It’s simply is: owning a space (a meaning behind) of the brand name in consumer’s mind that marketers utilize their resources to focus on PROTECTION QUALITY SEXUALLY ATTRACTION HEALTHY HAIR BRAND POSITIONING SETTING UP A WINNING BRAND POSITIONING
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Case 2: Pacific Brands: Rebuilding the brand Industry: Australian Textile(Apparel) Industry Australia listed company from 2004. Product segment of Pacific Brands: Underwear & hosiery: 1/3 of sales‚ contributes more than half of the earnings Workwear: account for just over 22% of sale Homewear: account for just over 22% of sale Footwear‚ outerwear and sport business: $175 million write-down on the division at February 2011 Market segment of Pacific Brands: Australian‚ New Zealand‚ UK
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Consumer Perceptions of Store Brands Presented By: Chris Frimel Jeffrey Fox L. Renee Graves Dustin Huffman Introduction Consumer perception heavily influences consumption and spending behavior. As consumers search for ways to stretch their tight budgets‚ many factors motivate these behaviors. Such factors include loyalty‚ convenience‚ quality‚ quantity‚ usages‚ product placement‚ and many others. Of these factors‚ price‚ quality‚ and convenience are most sought after when consumers
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Case Studies C-1 INTRODUCTION Preparing an effective case analysis C-3 CASE 1 CASE 2 CASE 3 CASE 4 CASE 5 CASE 6 CASE 7 ABB in China‚ 1998 C-16 Ansett Airlines and Air New Zealand: A flight to oblivion? C-31 BP–Mobil and the restructuring of the oil refining industry C-44 Compaq in crisis C-67 Gillette and the men’s wet-shaving market C-76 Incat Tasmania’s race for international success: Blue Riband strategies C-95 Kiwi Travel International Airlines Ltd C-105 CASE 8 Beefing up the beefless
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The Brand Elements of Vodafone Submitted to: Prof. Manoj Motiani Submitted by: Bharat Kumar Bajaj Vimal Jagani Vipul Gupta
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Chapter 1 Case The McGee Cake Company Q1: What are the advantages and disadvantages of changing the company organization from a sole proprietorship to an LLC? Since the company’s inception‚ the McGee’s have operated The McGee Cake Company as a sole proprietorship which has provided them with several key advantages. The first among these advantages is the relative ease with which the McGee’s likely experienced in starting their business where essentially they were only required
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[pic] SUBMITTED BY AMIT KUMAR DASH 1. SMARTPHONES -: 3 Figure 1: Market Share Based On Operating System 6 2. SMARTPHONE ENTRY IN INDIAN MARKET :- 7 Figure 2: Market share based on Brand(2012) 8 Figure 3: Smart Phone v/s Feature Phone sales 2006-11 8 Figure 4: Mobile Phone Brand Share 2008-2011 9 Figure 5: India v/s Global YOY Growth Of Smartphone Sale(2008-11) 9 3. KEY PLAYERS IN SMARPHONE SEGMENT :- 10 4. 4Ps OF MARKETING :- 18 Figure 6: Sales based on Distribution
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Melby 1 John Melby Mrs. Teacher English 9/28/10 Jesse Owens Jesse Owens is not only an Olympic legend‚ but has set a course in history that would provide motive for millions of track and field racers. James Cleveland was his name as a young chap. Born on September 12‚ 1913; James Cleveland grew up as a poor boy with his grandfather being a slave and his father a shop keeper. He was often sick with what his mother would call the “devils cold”. Going to school as a child‚ James did not get
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Brand Personality – Puma Tazon II ‘Personality traits are what the brand will live and die for’ Rohan is a 22year old boy‚ tall and fit. He is a 3rd year student of bachelor of commerce. He studies at Symbiosis‚ Pune. He’s full of life – entertainer‚ hardworking and a go-getter. He comes from a rich family. He rides to college everyday on his sports bike. He likes hanging out with his friends during his free time. He loves adventure sports. He party’s hard on weekends. He is also good
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organization. The course offers a broad array of cases covering several industries‚ and organizations. PEDAGOGY The pedagogy emphasizes the case study method and strategic audit as means to synthesize and organize relevant information in a logical fashion. Active discussion in class is used to exchange knowledge and debate current issues in management. COURSE REQUIREMENTS 1. 2. 3. 4. 5. 6. Assigned readings Case preparation Participation Term project Team case study presentations and written
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