IMC report: Dove winning in China Intro to Advertising (MKTG1294) Nguyen Trung Kien (3425426) Group 1 In 2010 Dove faced a serious crisis in Chinese market. Dove’s sales declined rapidly‚ while its main competitor‚ Olay‚ grew. Comparing to other top five shower gel brand Dove had a tiny 2% market share. Dove was expensive and not well distributed. In addition Chinese women considered Dove to be worse then Olay. So it is rational for Dove to withdraw from Chinese market. However they decided
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SOLUTIONS Financial Management Seminar + Homework‚ Week 5 1. Starware Software was founded last year to develop software for gaming applications. Initially‚ the founder invested $800‚000 and received 8 million shares of stock. Starware now needs to raise a second round of capital‚ and it has identified an interested venture capitalist. This venture capitalist will invest $1 million and wants to own 20% of the company after the investment is completed. a. How many shares must the venture capitalist
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Real Madrid Club De Futbol With millions of fans worldwide and over one hundred years of continued support and recognition‚ Real Madrid Club De Futbol had been created as the strongest brand in soccer. Their constant focus was to establish their brand globally and maintain supremacy of this brand with continuing to maximize profits and enhance their corporation. Their market strategy was based on the power and profitability of a successful brand. They were aware that without their brand fully
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Relational Words as Handles: They Bring Along Baggage Ji Y. Son (jys@indiana.edu) Robert L. Goldstone (rgoldsto@indiana.edu) Department of Psychology‚ Indiana University 1101 E. 10th Street‚ Bloomington‚ IN 47401 Abstract Two experiments examined the role of relational language on analogical transfer. Participants were taught Signal Detection Theory (SDT) embedded in a doctor story. In the experimental condition‚ relational words accompanied the story. Relational words that shared superficial
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What is air pollution? "Let’s go out for a breath of fresh air" is an often-heard phrase‚ but how many of us realize that this has become irrelevant in today’s world? The quality of air in our cities is anything but fresh. Air pollution is a serious problem in our society these days. We need to take action to help prevent air pollution before it is to late. To help prevent air pollution are; we could run cars on water or batteries which are environmentally safe or even car pool more‚ ban aerosol cans
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the problem‚ decision support systems (DSS) are used personally by managers on an everyday basis in direct support of decisions. Along with artificial intelligence (AI) and expert systems (ES) occurred‚ conflict is existed between AI approach and algorithmic approach. In practice‚ it is hard to distinguish clearly which approach is better for an organization. A system based on these two approaches adopted by managers is just depends on a specific situation. According to the case of Beauty Parlour
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when the Indian woman was aware of herself. HLL already had a major presence in the Home & Personal Care’ sector with products like Liril‚ Pears‚ Lifebuoy‚ Rexona‚ et al. Dove’ was introduced into the Indian market‚ targeted at women who were now recognising that beauty is "not just how you look‚ but more about how you feel". The target segment for the research would be generally women in the upper-middle and higher class. Initially women in the metropolitan cities will be targeted and thereafter
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Effective Campaigns: Dove “ Campaign for real Beauty” I find the Dove “ campaign for real beauty” supremely effective and powerful. The campaign consists on taking real woman‚ as opposed to supermodels‚ to be the model in their commercials. In the campaign‚ we can see women that may be not to pretty or not to skinny to be models‚ but because Dove enforces real and common beauty‚ we perceive them as such. As happy and proud women of their bodies‚ even though they are not the perfect stereotype of
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CASE: HR-27 DATE: 09/11/06 RITE-SOLUTIONS: MAVERICKS UNLEASHING THE QUIET GENIUS OF EMPLOYEES We freely acknowledge that we are not the two smartest people in the company... . Weíve got a lot of real world experience. Weíve got a vision of where we want this thing to be at some point in time. But exactly how to get there‚ and what technologies to use‚ and how we should employ them‚ thatís much bigger than any two people should be responsible for. ó Jim Lavoie‚ CEO of Rite-Solutions‚ speaking
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Association: Get the consumer to Feel Good About the Brand. Advertisers want consumers to like their brand. They believe that brand liking leads to purchase. But rather than provide the consumer with hard reasons to like the brand. There are several well-known approaches to getting the consumer to like’s one brand. METHOD A: Feel-Good Ads. These Ads are supposed to work through affective (feeling) association or pre-decision distortion. They are supposed to either link the good feeling elicited by the
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