A REPORT ON BRAND POSITIONING FOR [pic] BY ANURAG BINDAL ENROLLMENT NO: 07BS0711 ICFAI BUSINESS SCHOOL‚ KOLKATA BENETTON INDIA PRIVATE LTD. (GURGAON) SUMMER INTERNSHIP PROGRAM FINAL REPORT Duration: 23-02-2008 to 25-05-2008 Scope: A report submitted by in partial fulfillment of the requirements of MBA Program from ICFAI Business School. Project: Brand Positioning Company: United colors of Benetton Submitted by: Anurag Bindal
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Chapter 1: Conceptual Framework 5 Concepts to Market Comms Target Market – informing‚ reminding or persuading * who‚ how‚ where? Media Channels – must be relevant to target * build brand image Synergy – all components of IMC presenting same brand message * positioning statement key idea that defines the brand Influence Behaviour – establish awareness‚ influence behavioural/attitude change Build Relationships – Based on CRM which is used to identify customer needs and
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Final Assignment Nathan Coury Christien Crynes Erin Dodds Priya Nathan Jackie Smith April 30‚ 2010 Executive Summary Adidas has been around since 1924 and has grown to be one of the top companies in providing a variety of high quality products to consumers interested in sports. It is currently the number two brand in the sporting goods industry‚ trailing its main competitor Nike. Adidas has a strong focus on both performance and style‚ as opposed to Nike’s more pure performance emphasis
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Social Audit Report Verifier’s report Methodology - How the Social Audit was done Results - What was discovered About The Body Shop’s Values About The Body Shop’s Culture About The Body Shop’s Vision Employee perceptions Customer perceptions and characteristics Supplier perceptions Community stakeholder perceptions Doing business with The Body Shop About the effects of change on The Body Shop Future plans - What The Body Shop will do next 11 12 16 19 19 24 30 30 30 31 32 33 34 36 social audit
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Berenberg Capital Markets Equity Research Game plan adidas – Buy (initiation) Puma – Hold (initiation) John Guy Analyst +44 20 3465 2674 john.guy@berenberg.com Bassel Choughari Analyst +44 20 3465 2675 bassel.choughari@berenberg.com Rupert Trotter Specialist Sales +44 20 3207 7815 rupert.trotter@berenberg.com 25 April 2013 Sporting Goods For our disclosures in respect of section 34b of the German Securities Trading Act (Wertpapierhandelsgesetz – WpHG) and our disclaimer please see the end of
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Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 8 Products‚ Services‚ Building and Brands Customer Value After examining customerdriven marketing strategy‚ we now take a deeper look at the marketing mix: the tactical tools that marketers use to implement their strategies and deliver
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01 Chapter 43550 10/31/08 11:37 AM Page 34 Company Cases 34 Part One Chapter 1 | Defining Marketing and the Marketing Process 1 COMPANY Case Build-A-Bear: Build-A-Memory THE PRODUCT On paper‚ it all looks simple. Maxine Clark opened the first company store in 1996. Since then‚ the company has opened more than 370 stores and has custom-made tens of millions of teddy bears and other stuffed animals. Annual revenues reached $474 million for 2007 and are growing
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