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Anheuser-Busch's Budweiser PR Campaign
LOVE BEER. My favorite brand is by far Anheuser-Busch's top selling brand -- Budweiser. Or do I love beer? I just saw two lizards on channel forty-two tell me that Budweiser is what I crave. Anheuser-Busch has to continuously expand sales so that the corporation meets both all Street's and the Anheuser-Busch shareholder's 'expectations' for continued corporate profits. ell, they are not actually expectations at all -- no they are 'demands' for continued corporate profits. Therefore, it is crucial to Anheuser-Busch to convince me and the billions of beer lovers worldwide that not only do we love beer, but that we love Budweiser or one of the many Anheuser-Busch products.
It is sad to say that advertising to minors is often a part of those public relations marketing campaign. "Youth has its hazards. Cautioning adolescents about product dangers is a unique challenge for advertisers and policy…… [Read More]
AB Inbev's BCG ansoff analysis strategic options. Please avoid marketing product, specific strategic groth a company. In addition I summarise merger advantages/benefits/opportunities disadvantages challenges sussccessful inits bid buy S
Anheuser-Busch InBev: Market analysis
Anheuser-Busch InBev, is the largest brewing company in the United States, boasting some of the most successful brands of alcohol on the market in its portfolio. The BCG Growth-Share Matrix categorizes all business units according to market share and potential for market growth as cash cows, stars, question marks, and dogs, in relation to their largest competitor. 'Cash cows' generate a stable cash flow but are relatively mature in the market. A good example of this would be Anheuser-Busch's Budweiser brand. The Budweiser Clydesdales are some of the most famous brand icons in the world, and Budweiser is widely regarded as the world's most popular beer. Anheuser has strategically emphasized its 'cash cows' in its marketing mix,…… [Read More]
In this sense, one could consider launching several new brands, specifically adapted to the South African market, created especially for it.
Second of all, in the markets where SA is a challenger, the main strategic objective is the increase of the company's market share. The current activity in this sense, with the acquisition of several important brands, seems to have delivered the expected results. As a pointer, it is advisable that the capacities in Central and South Eastern Europe be efficiently used, as these can provide significant scale economies for the company, given the lower overall production costs available in the countries. SA has already purchased local brands in Romania, Poland, Hungary or the Czech Republic, but, considering the particular efficiency of each of these local brands, the operating capacities can also be used to produce original SA brands (although in this case, one needs to consider the European market's…… [Read More]
The new campaign for Old Spice Swagger portrays rich, successful, attractive males vis-a-vis an old, uglier, less confident version of themselves. The message is simple: without the product, you are that weak, less confident man. The website for Men's Health magazine is less subtle - all the ads feature well-muscled men. Even in products unrelated to physical appearance we see the same paradigm. Budweiser's ad "Lager Lessons" plays exploits a number of male insecurities, from the perceived fear of commitment to the fact that all of the men are attractive. The message that the advertising industry sends men is clear - you are not good enough and our product will fix that. There is no discernible difference between these messages and the ones that are sent to women by the advertising industry.
McLead, Eric Tyrone. (2003). Selling Out: Consumer Culture and Commodification of the Male Body. Post Road…… [Read More]
Carlsberg also have the largest stable of brands in the country, and nationwide blanket distribution. Lastly, Corona has experience in dealing with Carlsberg, with whom it has distribution agreements Russia, Central Asia, Turkey and a number of other countries around the world.
Corona faces intense competition from InBev (now a-B InBev after its merger with Anheuser-Busch). InBev has a different model for international expansion, comprised of purchasing breweries all over the world. This secures the company local production and distribution. It has the potential to shut Corona out of its distribution chains, reducing Corona's ability to compete in some markets. In addition, two of a-B InBev's global brands -- Budweiser and Stella Artois -- compete directly with Corona is most markets as imported superpremium beers.
There are three tactics that Modelo can employ in order to compete against a-B InBev. The first is to shore up its distribution channels. If…… [Read More]
The constituent company's presence in China is geographically complementary, so that their respective distribution networks can be used to build each other's brands in their respective strongholds. Further, cost synergies of $1.5 billion annually are expected to accrue (Anheuser-Busch, 2008).
These claims are reasonable. There is little geographical overlap between the different brands. In particular in China, A-B is strong in the northeast, while InBev is strong in the southeast. The two companies are also complementary, with A-B strong in North America and InBev strong in Europe and South America. The experience of InBev in its previous major move in North America (the acquisition of Labatt's in Canada) was that it was able to build market share for InBev global brands by using the existing Canadian distribution system. Therefore, their expectation of replicating this success in the U.S. is reasonable. The claim of cost synergies is, however, questionable. hile InBev…… [Read More]
My marketing concept is event sponsorship. Event sponsorship is when a company agrees to pay money to event organizers in exchange for the opportunity to use the event as a marketing platform. There are many benefits to event sponsorship, including brand exposure, but the primary benefit is for brand associations to be created. Typically, the brand is associated with the event, which might be an athletic event, a charitable event or a community event. The sponsorship works on the principle of image transfer, where the positive associations of the event are transferred to the brand that has provided the sponsorship (Gwinner & Eaton, 1999). It has been argued that the greater the fit between the brand and the event, the better this image transfer will be (Haden, 2014).
There are several examples that can be found of event sponsorship. At very high levels, we can look to the…… [Read More]
McDonalidization is creating automated, highly efficient, quantifiable, and homogenized processes and systems. The term refers to the fast food chain but can be witnessed in almost every area of life, from education to entertainment. McDonaldization arguably began with assembly-line production, long before fast food existed. The trend has permeated much more than the industrial domain, and has impacted the ways people live their lives. Although McDonaldization has some benefits, such as increased efficiency, predictability, and standardization, the detriments to McDonalidization include dehumanization, immorality, lack of creativity, and loss of soul.
McDonaldization provides the illusion of saving time, because processes are automated. Many companies find that McDonaldization is necessary for them to meet performance standards or turn a profit. For some companies, it becomes critical to manage supply chains in a way that requires bulk purchasing. A mechanized workforce, literally and figuratively, is also part of the McDonaldization process. Some workforces…… [Read More]
Gender, Consumption and Ideology: A Look at Three Ads
When the nephew of Sigmund Freud, Edward Bernays became the father of advertising, he used a simple trick that he learned from his uncle: sex sells. Bernays understand, as Freud did, that sex is one of the most powerful motivating forces of human nature (Jones). Sex and gender thus took center stage in advertising over the years. In this paper, the way that gender, consumption and ideology are tied together in advertising will be shown. This paper argues that sex and gender stereotypes persist in advertising media and that sexuality has become more provocative over time. This has happened in spite of feminist movements. Today, sexuality is something that women feel they can use to dominate men. These ads show that sex and gender in advertising is still a powerful force no matter what ideology is held by men and…… [Read More]
Inside can be found museum-like dioramas, a theater, a cafe, a doll hair salon, and lounging areas designed to facilitate interaction among shoppers and the examination and use of products" (Diamond 2009, p.119).
Diamond et al. (2009) argues that entertainment brands, such as American Girl, the Disney store have a unique power as brands, not simply to encourage consumers to buy the product, but also to foster consumer creativity, and suggest that as a result identity exists in dialogue with the corporation, and is not merely manipulated by the seller. Consumers are crafting their own unique image as they choose, consciously, to 'brand' themselves. In these "themed flagship brand stores" offering "spectacular environments… far from being overwhelmed or coerced by the sign-rich context, consumers use the retail environment as a stage on which to perform, enthusiastically enacting the brand and cocreating the spectacle. Therefore, emplacement is reconceptualized as a shared…… [Read More]
In conjunction with these car ads, car insurance companies took advantage of this by advertising their services as well. Car insurance companies that I noticed advertising through billboards were Safeco, Progressive, and All State. Progressive provided a catchy and positive note to its ad by having the slogan, "Happy drivers make good drivers." From what I can recall in the All State ad, it mentioned something about safe driving, again with a catchy phrase: "Safe driving bonus for not driving like a paparazzi." These car insurance ads, particularly for Progressive and All State, tackle issues relevant to motorists, their target market: both chose to discuss driving behavior, using different ad 'treatments.' Progressive addressed reckless/irresponsible driving by focusing on the ideal driving behavior and its positive outcome, that is, drivers must have a happy temperament in order to be a good driver. All State, meanwhile, chose to go the opposite route…… [Read More]
Although Altria is a large corporate conglomerate, within its alcoholic subsidiaries it cannot sell at volume like Anheuser-Busch, to maximize value, cut costs, and to keep the beverage's price point low for commercial beer drinkers (the target market). Altria's division SABMiller and Canadian brewer Molson- Coors thus combined their U.S. brewing operations into a joint venture called MillerCoors in 2007. "The joint venture will be 58% owned by SABMiller and 42% owned by Molson-Coors with each having an equal voting interest in an all-out effort to cut costs to better compete against the dominance of Anheuser-Busch (NYSE:BUD) and the solid Budweiser brands" ("Altria: The hidden SABMiller & Molson Coors winner," 2007, 247 all Street.).
The aim of this joint venture was a price-based strategy -- cut costs though consolidation of resources and thus become more competitive against Anheuser-Busch. Lowering prices would be more feasible to draw in new cost-conscious commercial…… [Read More]
Even strong women are feminized in the media and in advertising. Burton Nelson notes, "In a Sears commercial, Olympic basketball players apply lipstick, paint their toenails, rock babies, lounge in bed, and pose and dance in their underwear" (Nelson Burton 442). These are all very feminine characteristics, and women feel they must be feminine not only to fit in society but also to catch a man, and that is what the media tells women they should aspire to - catching a man. These messages begin very early, and children buy into them wholeheartedly. Children mimic the role models they see on television, and young women strive to be like the women they admire - thin, petite, beautiful, and often witless. The media celebrates all of these things by glorifying women like Paris Hilton, Britney Spears, and Lindsay Lohan. These and many other young women are role models for many young…… [Read More]
It is also interesting that, somewhat differently from the first advertisement, we are no longer looking for efficiency, productivity increase and lower costs. Since consumerism is the key to this advertisement, the word of order now is spending. This is why this is the "costliest process on Earth."
The three advertisement are very interesting, because, despite still reflecting well the period of time in which they were created, they are somewhat different. On one hand, we have a society that stresses the importance of higher productivity rates and lower costs to be able to face the current challenges. On the other hand, we have individuals simply enjoying their existence, despite the existent challenges.
2. May Tyler, Elaine. Homeward ound: American Families in the Cold War Era. asic ooks, 1990. Page 91.
May Tyler, Elaine. Homeward ound: American Families in the Cold War…… [Read More]
Many young people voted for Reagan as he represented rebellion against the authority figures in society but was a rebellion characterized by valiance and effectuated through skillful communication. The approval rating of Reagan was approximately 42% when 1982 began but dropped to the record low 35% later that same year. The U.S. entered a recession. If one is to set their focus upon obtaining a chance at being the President of the United States, then that individual must take a political stance and hold a view that is somewhat differential from the opposing party. In the case of Ronald Reagan, who had been a democrat for most of his life, it was the democratic party that he must debate against in the attempt to establish a better public platform that the opposing candidate. Ronald Reagan may be viewed as a 'come-lately' at the time he entered the political scene at…… [Read More]
One hundred thousand people packed into the Museumplein near the city's famous museums in Amsterdam, according to Jolly, et al., writing in The New York Times. In China, fans who decided to become vendors were profiting by the sale of vuvuzelas (those annoying horns that are blown throughout all the World Cup games) for $3 U.S. money. "They're all made in Zhejiang," the vendor said, working the rainy streets at Sanlitun, "the rowdiest place in the city." In ogota Columbia, vendors profited from the sale of "pink cotton candy" to the crowds watching the games at the Palace of Justice in olivar Square (Jolly, p. 3).
In Nigeria the results of the World Cup -- with the help of social media on the Internet -- helped change a politician's policy. In this African country, politicians are not known to be responsive to citizens. After the Nigerian soccer team's "dismal performance"…… [Read More]
There are a number of trends in the global beer industry. One is consolidation, where firms are using mergers and acquisitions to enter new markets and to achieve economies of scale. For a brewer like Modelo, consolidation means that the company becomes smaller relative to the industry's top firms. Modelo has does not compete (at least with Corona) on a cost-leadership strategy, so this trend does not matter much for production economies of scale but it does matter for marketing economies of scale. Corona is also leading a trend of premium beer brands competing in the marketplace. Products such as Stella Artois, Hoegaarden, Heineken and (in international markets) Budweiser are competing with this strategy in this is one of the most important growth markets in the industry.
Modelo's international expansion was made possible through the use of strategic partnerships with distributors. These partnerships allowed Modelo to penetrate internationally markets…… [Read More]
Dell was setting a very rapid pace of new product introductions during the period analyzed by the author and afterwards as well. The focus on just the direct channel and thoughts of disintermediating the indirect channels through their highly successful direct build-to-order model blinded Dell from the much larger and more diverse profit pool all channels could provide. Ignoring these market dynamics and believing the direct model was by far going to win the battle of channel models in the PC industry, Dell experienced exceptional declines immediately following this rapid run-up of growth. In the end, Dell chose to use the profit pool concept to gain an even greater insights into their customer base and was able to generate profits 3 times higher than industry average (Gadiesh, Gilbert, 1998). Dell recovered form a potentially disastrous situation by using the profit pool concept effectively.
There is also the example of how…… [Read More]
Dangers of Alcohol Advertising
A growing body of literature shows that alcohol advertising is an important factor related to alcohol consumption among youth. Research has now established that alcohol advertisements target youth, result in increased alcohol consumption and add to morbidity and mortality. America's youth are overwhelmed with mass media messages. Today's youth is bombarded by not only apparent advertising but also hidden messages. The fact that the entertainment industry presents alcohol as a glamorization also does not help reduce underage usage. Let's face it, the message is everywhere. The fact that the alcohol industry specifically targets this demographic with enticing fruity and soda-based concoction is appalling. Today the average teen spends too much time exposing themselves to such media instead of other activities such as sports and music. Before graduating high school, students will spend about 18,000 hours in front of the television -- more time than they will…… [Read More]
Sports-elated Military ecruiting Initiatives Today
armed forces have traditionally had a lot to offer for new entrants into the job market, but in recent months, these benefits have increasingly been insufficient to sell the idea of military service to young people during a time of war. In response to this shortfall in recruiting levels, military recruiters have resorted to a number of alternative approaches to marketing military service as a viable option to qualified candidates. To determine the current initiatives being used by military recruiters today, this paper will provide a review of the military's use of sports, specifically racing such as NASCA and NHA for recruiting purposes. An examination of the effectiveness, associated costs, and the history of these sports-related initiatives will be followed by a summary of the research and an assessment of current and future trends in the conclusion.
eview and Discussion
Background and Overview.
At a…… [Read More]
Whether it is an accredited course or in house training seminars. Therefore, it is very beneficial, especially in today's competitive business world.
Co Worker One: I personally don't feel it is beneficial to me. My field is not related with any financial fields so the Credit Union will not pay to further my education.
Co Worker Two: The course of work for which I would like to attend is neither an approved college level course, nor towards any degree program. Therefore, the Credit
Union will not pay, so no, it is not beneficial to me.
Mary: How do you impact the Human Resources Policy?
Khema Kent, Operational Manager: As far as HR concerns, we have no impact since there is no suggestion box available.
Co Worker One: I don't feel I do.
Co Worker Two: I would like to try to persuade our HR Department to set up a suggestion…… [Read More]
Other annoying commercials include several of those for SUVs, which are sometimes shown driving over speed bumps to suggest that no other car could ever navigate through a city than an SUV. Similarly, some SUV commercials show the driver truly off-road, but most consumers use their SUVs in the suburbs and never drive off-road. Therefore, bad ads are generally unrealistic or annoying to the senses.
Good ads, on the other hand, can be hilarious and even enjoyable to watch. A recent UPS ad depicts some office workers who can't figure out how to send an international package. The acting is good and the commercial uses no annoying music or cliches. The Axe body spray commercials are slightly annoying but still have comedic value because they depict a pile of attractive women assaulting the man who uses the product. Some of the Budweiser commercials that air during sporting events use great…… [Read More]
strategic marketing plan ANGOSTUA LTD related company ( alcohol related). identifing incorporating marketing objective. Use format: SITUATIONAL ANALYSIS -Introduction -Company background -Vision -Mission (analyse) -Corporate objectives (financial & financial) -Portfolio analysis BCG show SBU -For SBU selected state critical success factors, unique resources & core competences give a competitive advantage INDUSTY & ENVIONMENT ANALYSIS -pestle implications -SPICC a table -7S's a table -7P's a table -Key drivers change -sector trends COMPETITO ANALYSIS -Porters forces -Identify major competitors, analyse including strategies -Customer analysis competitor -Portfolio analysis competitor -Company's SWOT -Two major competitor's SWOT PODUCT / MAKET FOCUS -Marketing & Product Objectives, SMAT objectives -Target Market -Segmentation -differentiation -positioning MAKETING POGAMME -Include marketing mix, financial data projections (past current sales revenue 3-year forcast (budget) showing sales, gross operating profit) -Option Ansoff growth strategy (choice & ) 2 strategies needed, market penetration objective -Promotional Gantt chart -Assumptions & Contengencies -Control.
Strategic marketing plan…… [Read More]
global branding of Stella Artois
Porter's 5-forces analysis of the beer industry
Bargaining power of buyers
The bargaining power of buyers is very high in the beer industry. Consumers have many choices, spanning from other alcoholic beverages to other brands of beer, including smaller labels as well as the major brands. Also, beer is not strictly a necessity. Consumers can conceivably 'do without' if the price is too high.
Bargaining power of suppliers
The bargaining power of suppliers is also very high in the beer industry. Beer companies are critically dependent upon obtaining specific input goods to create their brews. They need a high volume of input goods to produce their product, and they need a timely and steady supply. Good relationships with bottlers and distributors are also required to take the product to market.
Competitive rivalry is extremely high. All of the major beer brands are fighting…… [Read More]
When most people think of Anheuser-Busch, they will often associate it with a large multinational company that produces Budweiser. While this is true, the firm has operations in 23 countries and employs 116 thousand people worldwide. This means that they must utilize different strategies for attracting and retaining key personnel. To fully understand how this takes place there will be a focus on: recruitment strategies, the way the organization classifies job opportunities, factors for determining the right mix of local / international employees, the benefits and expatriate programs. Together, these different elements will provide the greatest insights as to how the firm is able to locate and hold onto critical talent. ("Anheuser-Busch," 2012)
Outline the recruitment strategies the organization uses.
The basic recruitment strategy at Anheuser-Busch is focused on locating individuals who are coming out of college. During this process, they will talk with them about their future…… [Read More]
Peng, ang and Jiang (2008) argue the case that the institution-based view of international business strategy is the third leg of a strategy tripod that also includes the industry- and resource-based strategies. The authors believe that, in combination with those other views, that the institution-based view will "shed significant light on the most fundamental questions confronting international business."
The authors argue that the institution-based view makes up for gaps in the other two views. The industry-based view, for example, argues that the industry conditions are largely responsible for the success of industries. This view is based on Michael Porter's competitive forces that shape the attractiveness of an industry and therefore determine how firms compete (Porter, 2008). The resource-based view argues that strategy is largely determined by the organization's internal capabilities. Mahoney and Pandian (1992) notes that firm's distinctive competencies and heterogeneous capabilities are the key resources that drive successful…… [Read More]
Assuming demographic growth Hispanic population United States accurate, comment shift marketing segmentation grocery fast food industries. For, a grocery store 15% space dedicated Hispanics changed light demographic research? Be current key demographic lifestyle facts statistics markets consumers.
Assuming the demographic changes about the growth of the Hispanic population in the United States are accurate, comment on how this shift changes the marketing segmentation in the grocery and fast food industries. For example, if a grocery store currently has about 15% of its space dedicated to Hispanics should that be changed now in light of the demographic research?
The Hispanic market is currently one of the fastest-growth market segments of any demographic within the United States. According to a 2012 Nielsen report, "Hispanics are the fastest growing ethnic segment expected to grow 167% from 2010 to 2050, compared to 42% for the total population" (Llopis 2013:1). The report also…… [Read More]
Histories of the orld in 6 Glasses (compare and Contrast 3 Drinks)
The History of the orld in Six Glasses by Tom Standage
'Tell me what you drink and I will tell you who you are'
The History of the orld in Six Glasses by Tom Standage chronicles human history through changing tastes in beverages, spanning from beer to wine to 'spirits' (hard liquor), coffee to tea, and ending with Coca-Cola. Although many books have explored human history through the lens of a singular foodstuff, few have used beverages. Yet, as Standage points out in his introduction, although a person can survive without food for a relatively long period of time, without liquids, he or she will perish in days. Beverages also have intoxicating properties which can change the way that civilizations unfold, either causing drunkenness or alertness. And it is perhaps for that reason that so many cultures and…… [Read More]
The author or this report is to identify three best practices relative to a social media strategy that can and should be implemented by ed Bull GmbH. The overall strategic approach, the implementation of the strategy and the expected results of that strategy will be covered for all three examples provided. The strategies and implementation thereof will come from expert and scholarly sources from the academic and/or business world. While social media has made it much easier to reach customers in an efficiently and effective fashion, the harnessing of the tool that is social media is not foolproof or easy, by any means.
Analysis & Examples
One example of social media marketing that has (and is) being undertaken is the use of "suggestion" posts on Facebook. For example, if someone likes bands like Poison and Cinderella, then the Facebook page for Motley Crue would probably be a suggestion.…… [Read More]
ports and popular culture (NFL/NBA)
Popular culture entails all forms of mass communication such as:
Books and Cartoons and comics
It is somewhat different compared to higher forms of cultural art such as:
In terms of mass communication, popular culture means messages which are intellectually and artistically limited primarily designed to entertain and humor the viewers (Hollander, 2014). Following the industrial revolution, the people had a lot of time to spare which led to a huge demand for entertainment and amusement and gave height to media. The increasing supply of goods also made it necessary for the advertisers to attract the consumers and mass media could reach a large number of audiences at the same time (Hollander, 2014).
The physical activities have always been in the life of human beings in the form of different leisure…… [Read More]
Jamie arner takes the position that while politicians use branding techniques they learned in the commercial marketplace -- to basically drown out viewpoints that aren't their own -- some scholars insist that diverse, rational points-of-view should be allowed to be heard. One of the key arguments in this article is that the dynamics that democracy depend on (an open dialogue on important issues and concerns) seem to be of little concern to "political elites and their consultants" (arner, 2007). Moreover, those elite politicians that arner refers to prefer to use the power of the media and their propaganda to "crowd out" other voices so their own political agenda can dominate the airwaves.
Among the pivotal points that arner makes is that in response to the political branding techniques used by "elite politicians," there is now a push-back against that rhetoric and propaganda called "culture jamming" (arner, 18). Among the tactics…… [Read More]
Sexism and the Media
There are numerous examples of sexism in advertising: from Britney Spears’ advertisements for her perfume Curious, in which she strips down to her underwear for the camera, to Victoria’s Secret’s models like Chrissy Teigen undergoing both plastic surgery and photoshopping (because stripping down to her underwear doesn’t do enough to convey the right body image) for the company’s lingerie ads, women are routinely objectified for the “male gaze,” as Laura Mulvey put it (Turow, 2009, p. 195). While sexism can take many forms—such as the stereotype of women as homemakers ever ready to please their husbands that was promoted in mid-20th century advertisements—in advertising today, sexism is most readily displayed by way of objectification, as seen in Go Daddy ads, Victoria’s Secrtet ads, beer commercials, and so on, where women’s bodies are like commodities.
Feminism challenged the notion of this objectification of women for a time,…… [Read More]
Each calendar at this point would cost $5.45
Developing costs for pictures taken with digital cameras will be approximately $75. This cost adds approximately $.04 per calendar Costs for placement of 1500 books in the library will be $8,175 + $3,270 (40% mark up) to total $14, 171 for calendars sold through the library calendars. Each calendar now $9.45 + $.04 for developing photos = $9.49. The remaining 500 calendars sold through other outlets such as the booth in a high traffic area of the Student Union Building; rented for $3/da y. The team determined to allocate rent for 20 days to total $60; which adds an additional $.03 per calendar of the 500, plus the $.04 for developing photos, which brings the cost for each of these 500 calendars to $5.52. The receipts for MUCs sold through the library for $20 each, as well as receipts for calendars sold…… [Read More]
In addition, the other two decades were far more traditional and nostalgic. The 70s commercial used images from as far back as the 1920s, like Charlie Chaplin, and that would appeal to a much older audience, people that would remember the old silent films, or appreciate them. The 80s commercial was traditional and nostalgic, as well. It used young people, (as all their commercials do), but it also seemed to appeal to an older, more mature audience, that would appreciate the theme of "old friends," coming home, and being a family that the commercial implied. The 90s commercial was not nostalgic at all; it was trying to be hip, modern, and certainly appeal to a younger, hipper crowd by using big celebrities that would appeal to young people.
These commercials say a lot about society, and how it has changed, and how marketing has become much more centered on youth…… [Read More]
Today's consumers act more en masse rather than as individuals, and so, marketing must show them why the "must" have the newest trendy items, or why they have to continue to need those items. Consumers still have personal choices, but they tend to shop for what is "hot" right now and making an item or service hot is what marketing is becoming. Today, people value things not for what they do, but what they say about them as consumers, and how they show they have "taste" and "class." Things are valued because they are expensive, rather than functional, and that is a very different side of marketing as well. Consumers are bound by expense today, and it is no wonder quality is becoming a thing of the past - perhaps it will end up being the real "luxury" in our consumerist society.
Needing the Unnecessary: The democratization of luxury."… [Read More]
If just about anyone but the poorest people in America can afford what once were considered luxuries, what is there left to aspire to or hope for? The author's concept of wealth states that people acquire desirable objects to illustrate their superiority over those who cannot afford them, and their meshing with the wealthy and powerful who can. So, many luxuries are acquired as status symbols that say, "look what I can do" rather than for necessity or even personal pleasure.
I don't know if I agree with the author's conclusion that this need to acquire luxury goods could ultimately be good for the globe, and bring people closer together. This seems to simplistic to me, and too glib. He notes that many of the world's underprivileged will ever see this consumerism, and to me, it sometimes seems wasteful and unnecessary in the light of so many other important issues…… [Read More]
Sears is a retail company that offers a range of products and services via brick and mortar locations and online shopping portals. Its brand focuses on offering quality proprietary brand products and in-home services in an industry that is currently led by larger retailers like Wal-Mart, Target and Amazon, the e-commerce giant that is single-handedly changing the nature of retail today. In order to stay competitive, Sears is focusing on building brand loyalty among the young target market with disposable income—the 25-30 year old demographic; it is differentiating itself from its competitors by focusing on providing quality products and services as opposed to only discounted options. Sears’s main selling point, therefore, is its quality brand products—like Kenmore and Craftsman—that appeal to homeowners, especially to new homeowners who are in a prime position to develop brand loyalty to the types of appliances and services that only Sears can offer.…… [Read More]