Presented by Jeannine Komonosky Long Le James E. Salter Copyright © 2005 SalterQuest.com. All Rights Reserved. Introduction • Watch Industry • Key Brand Components • Current Brand Strategy • Image Associations • Perceptual Map • Competitive Position • Industry Analysis • Opportunities & Threats • • • • Strengths Weaknesses Brand Report Card Revised Branding Goal and Strategy • Revised Brand Messaging Copyright © 2005 SalterQuest.com. All Rights Reserved. Watch Industry • History – Industry
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as still the leader in the technology world. The challenges Apple are expected to face are that the competitors will be not far behind them in producing their own version of the IWatch. This has already happened previously with the IPhone‚ IPod‚ IPad. This is where Apple will continue to upgrade the IWatch and will be producing alot of primary research‚ with how the customer see’s the IWatch‚ what they would like to see be included‚ what will make the consumer stay with the brand Apple over its
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Lines 11 Target Market Analysis 11 Positioning Strategy 11 Business Opportunities 11 Appendix 1: Market and Customer Segmentation Figures 13 Appendix 2: Cruise Line Positioning and Target Marketing Selection Figures 16 Appendix 3: Perceptual Maps 18 Bibliography: 23 Executive Summary The North American cruise industry is the most exciting growth category in the entire leisure market. Ships are not viewed just as a means of transport‚ but as floating resorts that compete with land-based
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response of our sensory receptors (eyes‚ ears‚ nose‚ mouth‚ and fingers) to basic stimuli (light‚ color‚ sound‚ odor‚ and texture). • Perception is the process by which sensations are selected‚ organized‚ and interpreted. 2-4 Figure 2.1 Perceptual Process We receive external stimuli through our five senses 2-5 Hedonic Consumption • Hedonic consumption: multisensory‚ fantasy‚ and emotional aspects of consumers’ interactions with products • Marketers use impact of sensations
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Enhance is targeted towards women 25-45 years old with dry hair. During ASSESSOR’s Advertising Recall‚ total unaided recall for Enhance was 76%; among those who recalled the Enhance ad‚ almost 50% recalled that Enhance was "for dry hair". The perceptual maps in Exhibit 3 showed that Enhance was positioned 1) med/high conditioning; med/low clean‚ and 2) med/high conditioning; medium effects on hair. This positioning doesn’t make sense. During ASSESSOR’s Product Acceptance phase‚ the callback interviews
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Innocent Smoothies Marketing Contents Page Page 2 • Introduction • Chapter 1 Perceptual Map Page 3 • 1.1 Axes of Perceptual Map • 1.2 The Marketplace Page 4 • Chapter 2 The Marketing Mix • 2.1 Product Page 5 • 2.2 Price • 2.3 Promotion • 2.4 Place • Page 6 • Chapter 3 Segmentation • 3.1 Demographic Segmentation Page 7 • 3.2 Geodemographic Segmentation Page 8 • 3.3 Product Diversification • 3.3.1 Families • 3.3.2 Young Children • Conclusion
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and cosmetics. The Plenitude consisted of moisturizer with the brand benefit of “Delays Signs of Aging”. In the U.S.A‚ more demand for moisturizer is expected and the company introduced the entire line which was the right action. According to perceptual map of Brand Imagery‚ the product could be considered at the line of technologically advanced item. However‚ the company’s research shows that many people do not know that Plenitude is a brand name under the L’Oreal. Company: L’Oreal is a French
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their candidate won the debate even though both may have lost or only one won. Thus the effect of our environmental stimuli is directly dependent on how we perceive and attribute changes throughout our everyday lives. There are three stages of the perceptual process: selection‚ organization‚ and evaluation. A key element of how we perceive the stimuli within our world is selection. This concerns with how we filter the information our senses receive. Thus an employee working in a new department may
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Chester Company Our Mission To serve all stakeholders‚ customers‚ and employees while becoming a global leader in the digital market. Vision At Chester Company‚ we are striving to become a broad cost leader in the electronic sensor industry. We are dedicated to offering a diversified product line at affordable prices to create the best value in the industry. Strategic Objectives In order to gain strategic advantage through cost leadership we will be focusing on multiple core competencies
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three examples of print advertisements that use some of the stimulus factors discussed in the chapter to gain attention. For each example‚ evaluate the effectiveness of the stimulus factors used. 3. Key Concepts Selective perception Perceptual mapping • Define selective perception. Thinking back‚ relate one or two elements of this concept to your own attention patterns in viewing print advertisements and TV commercials. • Select a company that produces several versions of the same
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