Company’s beer brand portfolio which is its most valuable asset. Lion Nathan is committed to increasing that value by investing in the brand equity of its existing core brands‚ developing a national focus for those core brands and encouraging consumers to ‘trade up’ to premium products. 2.In Australia‚ which accounts for around 75 per cent of group assets and 80 per cent of operating profits‚ beer market share is stable at more than 44 per cent including its recently acquired Boags brands. 3.In New
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90’s meant‚ attracted a numerous competitors‚ many of which‚ trying to follow in the footsteps of Red Bull‚ thriving “on the principles if shock‚ awe and rebellion”2‚ as is evident from the names like Monster or Rockstar. The emergence of these brands‚ that offers a similar product to Red Bull – often at a lower price‚ in markets the seems to be stagnating or at least to a great extent has matured compared to previous years growth rates is cause for concern for Red Bull. For this reason emerging
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401709 Final Marketing Management 12-28-12 Michael Kors: Internal issues: Cheap material‚ Fad?‚ Hasn’t been around long enough in the light. Strengths: cost advantage‚ online growth‚ loyal customers‚ brand equity Weaknesses: not innovative‚ not diversified‚ poor supply chain‚ brand recognition Enviroment: Bootlegs/Knockoffs Opportunities: emerging markets‚ innovation‚ online Threats: competition‚ cheaper technology‚ price wars Competitors- Marc Jacobs‚ Calvin Klein‚ Luis Vitton
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Brand strategies used by the APPLE Building Strong Brands ( brand equity ) Apple is a powerful brand and also has high brand equity. Apple has high level of consumer brand awareness and good profitable customer relationship as the Apple products have provided high quality‚ innovation‚ design and creativity. Building Strong Brands ( Major Brand Strategy Decision ) A) Brand positioning Apple products are different from other competitors. Therefore‚ Apple products do not have product attributes
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culture. Culture influences every aspect of a company’s strategy‚ whether at the corporate level or the product/ brand level. For this reason‚ companies cannot simply convert a national strategy into a global strategy without first understanding the various cultural dynamics at play. In this article‚ I will discuss three aspects of global strategy: the company’s mission‚ vision and identity‚ brand strategies‚ and communications. Drawing upon Geert Hofstede’s dimensions of national culture (see Five Cultural
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Customisation: a country- tailored product strategy. It helps to meet local needs. - Eg. Pepsi has 13 different formulas for different areas. - Overcustomisation: where nthere has been so much adaptation that the product looses differentiation from local brands. - Need to regulate degree of the two conceptS STANDARD ADAPTATED STANDARD Dual Extension - ADAPTATED Product Extension‚ Communication and Adaptation Dual Adaptation 2. WHAT IS MEANT BY UNCERTAINTY AVOIDANCE? - How much people in a culture
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CASE: Colgate Max Fresh: Global Brand Roll-Out (HBS 9-508-009) Colgate Max Fresh (CMF)‚ a new toothpaste formula with patented breath-freshening technology‚ had been introduced in the U.S. and was in the global pipeline for 2005. Nigel Burton‚ president of global oral care at Colgate-Palmolive Company (CP)‚ had on his desk the proposed marketing launch plans for CMF in China and Mexico. Each plan sought to maximize business potential in the local market. Burton needed to assess these plans
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American Journal of Scientific Research ISSN 2301-2005 Issue 79 October‚ 2012‚ pp.40-47 © EuroJournals Publishing‚ Inc. 2012 http://www.eurojournals.com/ajsr.htm Analysis of Factors Affecting Consumer Brand Preference in Brand Alliance Strategy Vahid Shokri Aliabadi Corresponding Author‚ MBA‚ Faculty of Virtual Education University of Isfahan‚ Isfahan‚ Iran No.5‚ 2nd Fl.‚ Eghlimi St‚ Southern Sohrevardi Ave Tehran (15657) Iran‚ P.O.BOX 15745-511 E-mail: shokri.ui.ac.ir@gmail.com Tel: 98-913-326-0868
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designers allows Gucci to deliver such vision. 2. Situation Analysis The luxury sector‚ where the Gucci group is operating‚ is a market where brand‚ product and the intangible benefit associated to the brand are key success factors (KSF). The economic slowdown represents a potential threat to the group‚ which has poorly performed in some of its brands‚ and has maintained profitability by focusing on emerging markets (BRIC)‚ which are the most likely to be affected by the economic cycle. Given the
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1. Background The Harley Owner Group (H.O.G)‚ a factory sponsored motorcycle enthusiasts club was established in 1983. The group was primarily formed in order to enhance the Harley Davidson brand experience by bringing the company closer to its customers and also to promote a positive brand image by controlling the negative influence of the biker gangs that many felt dominated the sub-culture. By the end of 1999 the H.O.G counted half a million members and about 166‚667 members were considered
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