growth opportunities in the marketing of detergents to low-income consumers living in the Northeast of Brazil. An alumnus of INSEAD’s Advanced Management Programme‚ Laercio had joined Unilever in 1986 after graduating in business administration from Fundação Getulio Vargas in São Paulo. He thus had the seniority and marketing skills that were necessary for the project. More importantly‚ he had never been involved in the traditional approach to marketing detergents and‚ having witnessed the success of
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[pic] Major Research Project On “An Analysis of Marketing & Competitive strategies adopted by Hindustan Unilever Limited in Rural Area” For the partial fulfillment of the requirement for the degree of MBA (Full Time) Batch 2010-12 Submitted By: Guided By SUMIT WASNIK Prof. S.P. TRIPATHI MBA (Full Time) 4th SEM. ( IBMR) Roll
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Discuss the key factors contributing to the success of Mercedes-Benz positioning strategy Positioning can be defined as the act of designing the company’s offering so that it occupies a meaningful and distinct position in the target customer’s mind. There are four keys to successful positioning; (1) Clarity: the idea must be perfectly clear‚ both in terms of target market and differential advantage. Complicated positioning statements are unlikely to be remembered. Mercedes has been clearly associated
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Repositioning Black Cat Peanut Butter Table of Contents 1.INTRODUCTION ............................................................................................................................ 1 2. UNDERSTANDING REPOSITIONING ....................................................................................... 2 3. PHASES OF BRAND REPOSITIONING .........
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than simply a change in brand’s logo and other superficial changes and should involve radical changes to the brand name‚ image marketing strategy and advertising themes. In order to complete Rebranding‚ several areas should be reviewed including positioning‚ personality‚ cluster of values‚ logo‚ company‚ identity and vision prior to the building of a brand. Rebranding can take place for a new product‚ a mature product‚ or even developing products. In some cases‚ a total rebrand may not be necessary
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| | The effects of brand name suggestiveness on advertising recall Kevin Lane Keller‚ Susan E Heckler‚ Michael J Houston. Journal of Marketing. Chicago:Jan 1998. Vol. 62‚ Iss. 1‚ p. 48-57 (9 pp.) | Abstract (Summary)A study reports the results of a laboratory experiment examining the effects of the meaningfulness of brand names on recall of advertising. Findings indicate that a brand name explicitly conveying a product benefit leads to higher recall of an advertising benefit claim
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products have risen to 700 million‚ a 14% increase in just one year. Tide Brand Background Tide was launched in year 1946 and was touted as the biggest innovation in the detergent industry. Over the years‚ Tide has grown to be one of P&Gs 26 billion Dollar brands. From being the world’s first compact detergent to being the first detergent to break carbohydrate and protein stains‚ the Tide brand has had a history of path breaking innovations credited to its name. Every hour‚ P&G produces over 400‚000 pounds
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product life cycle concept is one of the most quoted and most frequently taught elements of marketing theory. According to Mercer (1993: 269) the influence of the product life cycle can be seen in other theories‚ from new product development‚ positioning & differentiation and portfolio analysis. Since its adoption by marketing‚ the product life cycle (PLC) has achieved universal acceptance because of its appeal and wide application. According to Weber (1976: 12) the product life cycle concept
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Ethics in Advertising Preface: Advertising is any paid form of non-personal presentation and promotion of ideas‚ goods‚ or services by an identified sponsor. In today ’s fast-paced and high-tech age‚ businesses use advertising to make prospects aware of their products and services and to earn profits through increasing their sales and sales turnover. Advertising reflects contemporary society. The making of an ad copy‚ its message‚ its illustrations‚ the product advertised and the appeal used
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the Decline Stage‚ the market is shrinking‚ reducing the overall amount of profit that can be shared amongst the remaining competitors. At this stage‚ great care has to be taken to manage the product carefully. 2. Products in Growth stage 2.1 Rin Detergent Powder This is a product which has a less market share as compares to the Surfexcel that distributed by Uniliver Sri Lanka. 2.2 Khomba Beauty Soap Khomba beauty soap is a category of personal care product which is distributed by Swadeshi herbal
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