NFL or the 'National Football league' as it is referred to, is America's pride and cause for the inculcation of the inherent patriotic spirit in the heart of the American. The NFL conducts football games as a part of the tradition every year, and every year Americans gather at the stadium where patriotism is at its height and nationalistic fervor is at its peak. In the game that was conducted on September 24, 2001, soon after the attack on the World Towers by an Islamic militant group that left more than thousands dead and severely injured, the national spirit was at its ultimate peak, and the Americans gathered there underwent heightened emotions and feelings, and this was the time when pamphlets were distributed among the audience with the words of the 'Star Spangled Banner', and the 'God Bless America', and 'America the Beautiful'. Small American flags, almost a…… [Read More]
The authors question if a sports celebrity endorsing multiple products actually is strengthening their own brand at the expense of the products endorsement from outside their field of sport.
The authors conclude from their first tests of the hypotheses in this area that when a celebrity sports endorser is paired with a product from their sport, likability and trust of the endorser increase more significantly than top-of-mind awareness of the brand itself (Koernig, Boyd, 34). Second, no differences existed between athletes and on-athletes when endorsing a non-sport brand. The anonymous endorser portrayed as an athlete is in fact more effective promoting a sports brand and aiding its top-of-mind and unaided awareness according to the results of the two studies (Koernig, Boyd, 35). Moat significant from this study is the finding that it is the achievements athletically, not the fame, that are the most effective catalyst of brand promotion for sports…… [Read More]
The Canadian dollar currently trades around $0.95 U.S. dollars, but this has fluctuated significantly in recent years. Should the Canadian dollar drop to the $0.80 or $0.85, the team still needs revenues sufficient to cover players' salaries and other U.S.-denominated expenses. The price point is lower than that of the BC Lions, which reflects that the club wishes to have strong attendance and be competitively priced against their main market rivals in order to capture a significant share of the local sports market.
Merchandise pricing should be in line with league averages. Competitors in the Vancouver market do not discount merchandise, so there is no need to dramatically undercut those clubs. Moreover, merchandise sales are typically to the most enthusiastic fans, so demand is relatively price inelastic, much more so than ticket prices which must attract casual fans in addition to the hardcore fans.
There are two critical aspects…… [Read More]
Sports marketing is a relatively new field, although sports and marketing have been around for quite some time. Sports marketing is the specific kind of marketing for products and apparel for sports exclusively. Any kind of marketing toward youth is apt to draw attention, and sports marketing proves to follow this pattern. The paper will consider the criticism of sports marketing aimed toward youth that contends that this kind of marketing for this demographic focuses too heavily upon image and is lacking in substance. The focus is too much on the image or brand identity, as well as the products being marketed and that there is little focus, attention, or support for youth to actively participate in sports. The paper will consider this criticism and respond to it.
Youth, the group that includes children and adolescents, are a powerful and influential demographic with respect to consumer taste/trends and economic leverage.…… [Read More]
Sports Marketing Ambush
hat then, is ambush marketing and how does it work? There are at least 7 kinds of ambush marketing, but basically it involves a non-sponsor for an event taking advantage of the media coverage -- and making the fans aware of its presence -- to market products in competition with authorized companies.
Discussion Question #1: Do you consider ambush marketing to be ethical? hy or why not? Ambush marketing can be both ethical and unethical. The issue of whether or not a company is being unethical in its ambush marketing depends on the definition used for "ambush marketing." In Holger Preuss's book, Economics of Staging the Olympics: A Comparison of the Games 1972-2008, Preuss explains that ambush marketing seeks to "…benefit from the image of being a sponsor without paying for it" and in fact those marketers damage the Olympics "and themselves" by increasing the "apparent number…… [Read More]
Second, Mr. Hof sees the role of the Athletic Director and Athletics as being equitable across all 36 varsity sports, ensuring that student-athletes in each of these sports have the opportunity to accomplish their academic and athletic goals. Third, Mr. Hof explains that there is less pressure to win a continual series of national championships to gain financial support; it is more critical to focus on building and sustaining trust and collaboration with donors. He implies that once trust and collaboration has been achieved that donors see the value in attaining student-athlete balance in the athletic programs at Ohio State. Fourth, Mr. Hof makes an excellent point about how Ohio State is using technology to ensure greater collaboration with the community of supporters.
This interview is outstanding because it shows what can be accomplished when a services-based mindset pervades an athletic directors approach to managing financial planning and…… [Read More]
There was an obvious thirst for sports, and the television was the piece of technology best equipped to quench that thirst -- and to provide advertising space along with it (MBC 2010). It has even been suggested that without the decision to broadcast sports on television, the medium would have had a much slower and uncertain beginning, and radio would have remained more popular (MBC 2010).
From the trajectory of the events listed here, it might seem as though the invention of the Internet would have to come next. This was not really a major step in the development of sports marketing, however; it altered the method of delivery but provides largely the same content as television. Instead, the general trend in the 1980s and 1990s that made athletes not only well-known figures in their fields, but celebrities and product endorsers, was a hugely important moment in the world of…… [Read More]
Client Management and Representation
This is the crux of sports management and marketing. Clients form the backbone of the business. Client management refers to the acquisition of a viable client base, and the retention of that client base via value-added services. Management includes consultation services and the provision of counsel when needed. Client representation entails the contractual obligation to the client to serve as his or her spokesperson or representative. For example, the sports manager acts as a liaison between the client and the sponsors, team owners/managers, and the media.
Client Marketing and Product Endorsement
The client often requires marketing and product endorsement services to maximize his or her value and potential. Marketing services include helping the client improve his or her "packaging," in terms of image management. Promotion, pricing, and other aspects of the traditional marketing mix also come into play when managing a client. Product endorsement may…… [Read More]
Technology and Sports Marketing
Sports' marketing is a comparatively new field and dimension within the broad concept of marketing. It is continuously evolving and changing today as society combats the free market to decide the legal and ethical limitations of business today. It is significant to note that this discipline within marketing is not clearly defined. Sports today use corporate sponsorships and television money in order to contend and pay for top quality athletes. Those companies use teams, leagues, colleges, and individuals to make a distinction between their products in a very aggressive business environment. What makes up sports marketing to one person could be considered selling out to another. The business world keeps pushing to find a competitive advantage and the sports world has in general welcomed the money offered (Weikel, n.d.).
Every area of marketing communication is being greatly affected by advances in interactive communication (Sport Marketing on…… [Read More]
Cornell Sports Marketing
Strengths of Company and Most Important Competitor
Internal Analysis-- Factors: Strengths
Sales & Marketing: Homogeneity in market of market, in the sense that all competitors and fan base are Cornell associates, makes marketing easier as well as segmentation within this market.
Quality: Draws upon a strong school spirit. Also, Cornell is more accomplished at many sports than other members of the Ivy League.
Customer Service: Draws upon school pride and is staffed by loyal Cornell alumni and students, making for superior customer service in terms of knowledge and eagerness.
Productivity: Draws upon a constant market, year round athletic events and sales of paraphernalia associated with Cornell University.
Human Resources: Consistent Cornell customer alumni and student base to draw from as employees, more loyal employees can be drawn from alumni and student community than strangers.
Facilities: Cornell has excellent sports facilities, well staffed and constructed.
Location: Company is…… [Read More]
Cornell Sports Marketing
The business situation: problems and solutions
The problem Cornell Sports Marketing is currently facing is that of low attendance at sporting events, even popular money drawing sporting events such as basketball and football, the former of which Cornell traditionally excels at. This is causing a correspondingly low level of revenue for the organization of Cornell Sports Marketing. The organization must create a greater revenue base by increasing attendance, creating a greater social perceptiveness of the attractiveness of the sporting events, and expanding the populations of the organization's target audience.
Objective of the plan
The objective of the plan is to increase attendance and revenue at popular spectator events specifically by targeting a new and potentially lucrative and interested population, that of incoming Cornell freshman. This population is ideal because it is young, fresh to the organization and full of potential school spirit and offers four potential years…… [Read More]
High School Marketing
Marketing in American business is essential to the ultimate success of any product or service (Archambeau, 2007). The field of marketing is relatively new having emerged in the aftermath of the Second World War and the rapid economic growth that occurred at that time. Sports' marketing as a separate discipline has emerged in the last few decades but it is expanding rapidly (Fox, 1997).
There are no clearly defined parameters as to what constitutes sports' marketing due to the relative newness of the field and the fact that marketers are continuously pushing the envelope as to new ways to market their product. Marketers utilize corporate sponsorships, television and radio exposure, participation by local businesses, and a variety of other methods to promote and there appears to be no limit as to what sports' marketers are willing to do to establish a competitive edge.
The use of athletes…… [Read More]
Traditional Media Strategies
The use of traditional media in sports marketing remains popular. Indeed, sports marketers spend a great deal of resources on television, print, and radio advertising, with sports comprising a substantial portion of ad spending for television and radio channels. A significant percentage of sports fans actually watch sports events for the commercials. They tend to enjoy the commercials more than the game itself. Traditional media enables sports marketers to reach geographically dispersed consumers at a fairly low cost per exposure (Swayne, 2011). Take an event like the FIFA World Cup, for instance. The event has following from virtually every corner of the world. Without television, radio, and the print media, it may be quite difficult to communicate with such a geographically dispersed fan base. For this plan, it would be important to incorporate traditional media. In fact, traditional media should be allocated a significant fraction of the…… [Read More]
The concept of dividing a mass market into homogeneous segments and targeting one or more with a distinct product offering and unique marketing communication is a fundamental precept of marketing theory. Market segmentation recognizes that different customer groups have different wants and needs that justify the development and offering of different products and services. The process of segmentation theoretically results in a much better understanding of users' needs, their decision criteria, and their approaches. Although much of the theory of market segmentation is appreciated and understood by sport marketers, it remains one of the more difficult marketing concepts to turn into profitable reality.
Consumer segmentation can help the sport marketer in the following areas. First, it allows an analysis of the marketplace, including a knowledge of competitors as well as how and why customers buy. Second, it can contribute to the strategic management of an organization in that it allows…… [Read More]
Marketing Strategies London 2012 Olympic Games
Similar to the rest of the world, the United Kingdom has been faced with the devastating effects of the internationalized economic crisis. But as the crisis continues to unfold, the country moves on to address its other issues as well.
One of these issues is represented by the fact that the country's capital would represent the host of the 2012 Olympic Games. The preparations for organizing such an event are currently undergoing and they involve a series of efforts, resources and commitments.
The hosting of the 2012 Olympic Games is both an opportunity, as well as a challenge for the organizers. At this level, the process would be assessed from the marketing perspective and recommendations would be formulated based on the specifics of the problems identified.
Issues and problems
London would be hosting the 2012 Olympic Games and it is as such presented with…… [Read More]
In approaching sports marketing, many advocate what is called the 'JOBS' approach: hat 'job' is the product doing -- what fundamental problem is your customer trying to solve? hat objectives do your customers use to evaluate solutions? hat barriers limit your customers' ability to use your solution? hat solutions do your customers consider? The problem might be a perceived lack of purpose in life or 'respect' -- which may cause many fans to identify heavily with local sports teams, for example. Objectives might be entertainment, a feeling of fan identification with a player or a team, or enjoying a rivalry between two teams. Barriers might be cost, a feeling that the players are overly market-driven and don't care about the fans, and solutions might include increased interactivity between fans and players, ideally through an online format (Poe 2009).
Online interaction and connectivity will be vital to sports marketing of the…… [Read More]
All legal stipulations in regard to the usage of licensed and branded merchandise would be respected.
It is initially expected that the aerobics class would sell subscriptions to 1,500 customers. This high volume of sales would be due to promotional offers which promote the aerobics class at lower retail prices. As the promotions expire however, a small decline in the number of sales is expected. The company is however confident that it will manage to sell an estimated 1,300 products following the expiry of the promotions and that it will be able to sustain this level. Additionally, organizational improvements in the product offer and new marketing campaigns would also be implemented and they would attract new customers and as such generate more sales.
Three sponsorships contracts are to be signed -- they have already been negotiated and they would be completed as the project is launched.…… [Read More]
What Salesforce does is create microsites, Twitter accounts, Facebook fan pages and LinkedIn accounts for their events, so that potential attendees can learn about the events' details through the channels that best fit their needs (Bernoff, Li, 2008). Each of these online approaches Salesforce uses are also heavily supported by video and audio clips, and an entire range of digital content that can be downloaded and played anytime potential attendees choose to. All of these aspects of strategies are also measured using online analytics as well, which are critical for all event marketing and selling strategies (Schwartz, 2011).
Of the many marketing and selling strategies for events, three of the more effective ones based on research include promoting online events in real-time, marketing an event using the natural beauty or attractiveness of the venue, and marketing events with a celebrity or thought leader. All three have proven to be…… [Read More]
Based on these assessments and the research competed the authors identify segmentation criteria for participants or consumers of cause-related sport marketing events. There are the fitness fanatics or "junkies" (Scott, Solomon, 2003), the "social butterflies" who attend to socialize and fulfill their need for affiliation. The authors also observe there are also the activists and survivors as well. The cathartic nature of the events for those who have survived or know of someone who survived is a powerful emotional experience, and one that bonds consumers together at these events (Scott, Solomon, 2003). The article concludes with closure of the research results and the development of recommendations for including cause-related marketing programs for participants as well.
Admirable in their pursuit of new insights into the motivations and segmentation of participants in cause-related sports events, the authors provide insights into this dynamic and its implications for marketing strategies. It is…… [Read More]
marketing plan a sports enterprise (e.g. professional, school, community program). You select a "real" enterprise a fictitious . You position manager develop a plan implement employees / contractors.
The modern day society is nowadays characterized by numerous challenges, one of the more notable of these being increasing health problems among the population. And these health problems are more severe not only as they attack more people, but especially since they come to impact younger and younger generations.
A large majority of the health problems of today are related to an inadequate nutrition, combined with a sedentary life style. The youth of the day for instance consume more and more calories from the highly processed foods and they exercise less, as the leisure activities come to be centered on video games or other sedentary activities (Smith and Biddle, 2008).
In such a setting then, the current project proposed the…… [Read More]
marketing strategy a college athletic department. I a couple pages discussing background research a typical college athletic program, a school marketing increasing communities involvement ticket sales.
Most universities have intermural athletic programs. However, there is a wide variation in terms of the funding, success, popularity and approaches between these programs, spanning from Division I powerhouses to relatively noncompetitive Division III schools. Regardless of the nature of the program or the school, athletic programs can be powerful marketing and publicity tools for academic institutions. Alumni donations often increase after a successful season, as do applications from more competitive students. Also, success tends to breed success in athletics: the more successful and highly-promoted the program, the more top athletes will be inclined to apply to the school -- the more top athletes are drawn to the school, the greater the likelihood of athletic success in the future.
For example, when Northern Iowa…… [Read More]
Octagon Sports Marketing Plan
Octagon Sports Marketing
Octagon Sports Company has been proud to be an industry leader in terms of events management, sports and entertainment marketing, and representation of athletes and personalities al over the world. It was founded in the year 1983 and after wards acquired as sports and entertainment event marketing arm of the Interpublic Group of Companies (IPG) in 1997 by the same company (IPG). Currently Octagon Company is able to employ more than 1000 professionals in the more than 60 offices across the globe.
Octagon Sports Marketing Company has been a pioneer in terms of full service sports and entertainment corporate consulting, bringing together various marketing disciplines and services in a single roof for the benefit of our clients. The in-house resources that our company offers are efficiency and convenience and this is apart from traditional and specialized services offered. In several occasion the company…… [Read More]
Marketing of NBA
Since the last twenty years there has been a dramatic change at the North American professional sports organization. A change in the business setting of professional sport in North America has caused in the extensive implementation of relationship marketing system. The type of this change has been impacted by causes like globalization of world markets, abundant telecast of sporting programs, changes in technology, and eventually the surfacing of the amusement economy manifested by more and more jobs in the holiday and amusement industry and the launching of new technology propelled by products for entertainment. These changes have built opening for and called for the creation of close relationship among sport establishments and between sport organization and business partners. In the sporting world, the relationship marketing program is based on the standard of drawing and sustaining long-term relationships with commercial and industrial procurers, corporate sponsors and fans. The…… [Read More]
Marketing Chinese Businesses
Implications and Impact of Olympics 2008
The purpose of this work is to research and render citations in relation to implications and possible impact to local businesses in China's City of Beijing, host city for the 2008 Olympics.
The host city for the 2008 Olympics is Beijing, China. Beijing is China's capital city and was awarded the right to host the 2008 Olympics on July 13, 2001 in Moscow. The opportunities are unbounded and from all reports the Chinese people are excited and honored to be hosting the Olympics. 94.6 of the Chinese people support the hosting of the Olympics in Beijing according to a poll conducted by the Beijing 2008 Olympic Games Bid Committee (BOCOG).
According to a Beijing 2008 Marketing eport: "For Chinese firms, the Olympic Games provide an honorable opportunity to ... demonstrate their strengths in key technologies, products and services. .…… [Read More]
Discuss product service terms current target market demographics U.S. Census Data. 2.Determine product service declining popularity. Be include information social, demographic, ethnic markets; economic technological factors; political legal factors; competitive factors.
The market for bottled water in the U.S. has been experiencing a steady decline in growth as a result of huge awareness campaigns that are conducted to curb consumer demand. This is in contrast to other parts of the world where the popularity of bottled water is continuing to increase by 6.7% each year which is reported by the Beverage Marketing Corporation (2008)
as the smallest increase experienced in the last 10 years. The U.S. used to be the largest consumer of bottled water but in the latest years, there has been a shift towards preference of tap water rather than bottled water Institute, 2012()
The Beverage Marketing Corporation (2008)
states that 54 per cent of…… [Read More]
Tobacco arketing: Get Them Young or Not at All
The tobacco industry has been in a battle to capture the youth market for decades mainly because of the degree of brand loyalty that is characteristic of cigarette smokers. Cigarette companies have a lot at stake in making sure that their brand is one of the first tried by the young smoker. In its bid to obtain young smokers, R.J. Reynolds created the Joe Camel campaign with a cool character that youths found highly appealing and the company created fierce advertising, promotional, and sales campaigns to take their message to market. The Joe Camel campaign proved to be one of the most successful bids to capture young smokers in tobacco history. Ultimately, its tremendous success was in part the reason for the campaign's eventual downfall, as public outcry demanded that cigarette companies stop marketing to adolescents and as courts gained…… [Read More]
Marketing and Branding a Healthcare-elated product
Marketing and Branding Lipitor
Target markets, branding, marketing strategy, execution and product positioning all directly contribute to the market share and profitability of a product. In the marketing and selling of healthcare related products, brands must communicate a viable and realistic solution t a patient's condition to be seen with credibility and trust (Angelmar, Angelmar, Kane, 2007). The intent of this analysis is to evaluate the marketing strategies of Lipitor, a best-selling drug of Pfizer Corporation used for treating high cholesterol and its related heart disease effects. This drug generated $10.7B in the company's latest fiscal year according to their annual report and is also considered one of the top-selling drugs throughout the entire pharmaceutical industry. Beginning with an analysis of the Lipitor target market, and progressing through their branding strategies, analysis of product success and recommendations for future marketing strategies, this paper provides…… [Read More]
Marketing Case Study
Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next time you are on that route, note how many billboards there actually are. Are they effective?
Of the many billboards passed on the way to work and school every day, the most noticeable are those that promise low-cost health insurance and healthcare. These billboards are the most effective as they are very colorful and full of energy with smiling kids, big families and everyone just the picture of health. These billboards stand out because of their generous white space surrounding models who are hired due to the healthy complexions, athletic physiques and incredibly perfect teeth. That is what most amazes me about the healthcare billboards; the models all have perfect smiles and complexions as they promote Blue Cross Blue Shield,…… [Read More]
Marketing - Nike: Company nalysis
Genius World of dvertising and Marketing
The media bombards society with commercial messages daily, both written and spoken. There are, for example, the easily forgettable newspaper ads, the brightly colored billboards on the highway that one can see while driving, or on the side of buildings, the man or woman sitting on the side of the road with a flyer, or the boring radio commercials. There are also, of course, the funny messages on the television, and those jingles and seem not to want to escape constant humming. In other words, merican are simply surrounded by these various marketing tools that say "buy this" or "try this."
In fact, according to Consumer Reports, an average merican is exposed to 247 such messages daily.[footnoteRef:1] Other sources, however, beg to differ with this estimate and offer much higher ones. For example, lf Nucifora, who is an…… [Read More]
Marketing Research on Athletic Shoe- Industry
The brand caters a promise of reliability, in effect that one stand behind their product. Branding is not an action we can realize overnight. A successful brand is built over time from the hundreds of little things we do right. . The brand is, at its core, an declaration of a standard performance. It guarantees that the product or service carrying that brand will live up to its reputation. The merit of a brand rises or falls with the integrity of the people behind it. The principles of the principals build or rupture a brand.
When running shoes first came on the market, it was a marvelous development over the old sneakers and high-tops. But soon the market became crowded with shoes bearing a wide variety of features, at a wide range of price points. The main players in the sports shoe industry are…… [Read More]
Overall Marketing Strategy
The group's marketing strategy is focused on raising awareness on social issues concerning today's society and taking a stance of the real world, rather than encourage costumers to buy its products.
Considering the large product diversification characterizing Benetton's portfolio, it is very difficult to define the manufacturer's main competitors, as it's difficult to define it's industry. Thus, according to Hoovers.com (Accessed January 2009), the company's top 3 competitors are: Inditex, GAP and H&M. Inditex is a Spanish based, clothing group, which is considered to be Benetton's main competitor as it designs and retails its own products. It is also a global company managing over 3,690 stores in 68 countries. GAP is an American-based company with 4,250 stores worldwide. Unlike the Italian company, GAP doesn't manufacture its products, being responsible only for the retailing part. H&M is a Swedish-based company with over 1,500 stores in…… [Read More]
In terms of the least important of these segmentation approaches the least important is substantial, as a unique value position and resulting unique market position would be of more value. Creating segmentation strategies based more on the attitudes and values of auto consumers (Sukhdial, Chakraborty, Steger, 1995) has proven to be effective. Unique value propositions that resonate with potential sports car purchasers need to align with their values, preferences and self-concept. The potential customers must see congruence between their own values and needs and the segmentation, market messaging and market positioning of the sport car for any marketing campaign to be effective over the long-term.
Sukhdial, Ajay S, Chakraborty, Goutam, Steger, Eric K. (1995). Measuring values can sharpen segmentation in the luxury auto market. Journal of Advertising esearch, 35(1), 9. etrieved October 11, 2008, from ABI/INFOM Global database. (Document ID: 4394190).
Seounmi Youn, Hyuksoo Kim. (2008). Antecedents of Consumer…… [Read More]
Marketing Channels and Methods -- the New Svelte Shape of McDonald's
Objectives & Mission Statement
Although McDonald's latest advertising slogan, as proclaimed on its 2005 website, is "I'm lovin' it," (McDonald's Official ebsite, 2005), shareholders in the fast food company have not be equally enamored of its current stock performance and plummeting sales. (The Rogue Investor, 2005) Thus, the objectives of the new McDonald's marketing campaign must be to undo some of the economic and public relations damage done to the company by the negative press generated by the success of Morgan Spurlock's film 'Supersize Me.' Over the course of the year, McDonald's wishes to gain a greater percentage of the revenue of the current fast food market than its most prominent burger-oriented competitors endy's and Burger King. McDonald's also wishes to gain some of the type of positive media as generated by the sandwich chain Subway. The Subway Diet…… [Read More]
The kind of product the company will offer
Coffee Time Comprises of the following Sub-Brands
Coffee Time - Fresh & Ground
Coffee Time-- Vending
Coffee Time - Xpress
Coffee Time-- Exports
Coffee Time - Perfect
Coffee Time presently has and runs 213 coffee shops in all significant cities in India. It belongs of India's biggest coffee corporation called Coffee Time, s. 200 crore ISO 9002 licensed business. Coffee Time's a lot of distinct facet is that it expands the coffee it serves.
Identification of its primary characteristics
Leaders of the Cafe Idea in India with the its first Cafe at Brigade oadway, Bangalore in 1996. This Cafe was opened as a Cyber Cafe (initially of its kind) however later on, with the burst of cyber coffee shops it went back to its core proficiency ... Coffee.
Basically a young people oriented brand name with bulk of…… [Read More]
It was especially effective when evaluated for the specific demographic segmentation the organization was targeting. Young adult males were particularly inclined to watch the commercial, thanks to the buxom, bikini-clad beauty as the star. In addition, young adult females were more likely to relate to the star of commercial, more so than if they had cast a middle-aged housewife. Although these demographics were more likely to watch the commercial, such a small portion of the commercial was devoted to the actual message, it's difficult to determine the effectiveness on whether or not these viewers would take action, such as learning more about breast cancer or conducting monthly self breast exams, or other behaviors that would help with early detection of breast cancer, to ensure the likelihood of survival.
egarding the seven Ps of marketing, the Save the Boobs campaign was more effective than originally anticipated regarding the place of the…… [Read More]
All these were achieved with immense marketing budgets.
In the current situation when the United States and the world are threatened by an economic crisis, the giant shoemaker continues to sustain an increased marketing budget. A specification that must be made however is that changes in the structure of the budget have occurred. In this order of ideas, the marketing specialists at Nike are more centred on interactive and innovative marketing, rather than traditional marketing operations. In a time of financial difficulties then, the number one shoemaker of the globe is trying to approach the audience using less conventional means. Nike officials argued that they were not in the business of keeping the media companies alive, but that their primary interest was that of best communicating with the audience. In this order of ideas then, the multinational organization drastically reduced marketing budgets for television advertisements and other traditional means and…… [Read More]
As a result of huge growth, the company's management may lose focus of the scope of their business.
Miller Inc. has a highly centralized hierarchy of management and lacks the managerial backup to promote creativity amons the employees.
Single-sourcing which is the characteristic of Miller Inc. could be a recipe of disaster should the supplier fail. Contingency plans for supplies need to be considered.
The constrant production nature of the product leads to huge strains on personnel and machinery.
Product line and client base lack diversification.
While the small number of staff promotes camaraderie, unfortunately, it also impedes growth and development.
Miller Inc. is reactive rather than proactive in its marketing efforts. This is as a result of its heavy reliance on mass-media advertising for obtaining new business.
The current facilities of Miller Inc. are crowded thus there is little room for expansion of workforce or equipment.
The…… [Read More]
Sport Promotion Mix
Kotler's promotion mix consists of advertising, publicity, personal contact, incentives, and atmospherics as well as licensing, sponsorship, and community relations to represent the contemporary sport promotion mix (Irwin, 2008). The New York Yankees the contemporary promotion mix. They have advertising of ticket sales, news articles and videos as publicity, blogs for personal contact with fans, discounts on tickets as incentives, and atmospherics with a showcase of bleachers, licensing with team logo items, sponsorships with corporations, and community relations with donations and fund drives.
Advertising is done for ticket sales (Home Page) and team logo items (New York Yankees), such as t-shirts, hats, etc. The advertised items serve two fold in the promotion mix. Ticket sales contain incentives in 12-game and group packages that offer discounts to consumers. The team logo items are advertised for sale, but also contain the licensing of the team logo. The team logo…… [Read More]
hat types of sports events do they go to? Are they eb savvy? Are they frequent fliers? Once you develop that kind of intimate understanding of your shoppers, you can truly begin to cultivate their loyalties" (Pedersen 1999:1).
On one hand, this may make consumers uncomfortable -- but it may also mean that when a supermarket chain discovers that the majority of its customers have young children, the chain may include a new line of baby care supplies or discounted coupons on diapers bought in bulk. If a credit card company discovers that the majority of its users are not frequent fliers, it may create a new rewards points program that offers different promotional strategies than mere upgrades to first class.
Take for example a promotional strategy whereby Coca-Cola "joined forces with Random House to offer sample chapters of unpublished novels in cases of Diet Coke. The idea was hatched…… [Read More]
Marketing Case Study
Explain what you think would be an appropriate promotions strategy for both of them. In doing so compare and contrast the two promotions strategies explaining why you think they would be similar or different.
NINE POSSIBLE PODUCT -- MAKET COMBINATIONS
POSSIBLE TAGET MAKETS
GAY MEN O WOMEN
BLACK WOMEN AGED 18-30
NON-LETHAL PESONAL SECUITY PODUCTS
FITNESS / EXECISE PODUCTS
More than one billion adults worldwide are overweight. In the United States alone obesity is responsible for an estimated 300,000 deaths annually. What's interesting is that nearly all of these deaths are preventable through proper exercise and nutrition. As such, fitness is a very contentious issue plaguing many of the developed nations worldwide. Statistics indicate that nearly 33% of all Americas are obese. This bodes very well in regards to marketing as 1 in 3 Americans could use the fitness and exercise related…… [Read More]
Sports & Nbsp;(general)
Fund raising Critque
Info: • the format will be according to APA style (typed double spaced) and in four
• parts. Written out as a paper.
is the identification of the article. What is important here is that you provide the reader with enough information about your article so that they will be able to locate the article.
• A Summary. List the main points that the author has tried to establish, i.e. 1, 2, 3 or first, second, third. There normally will be 3 to 5 main points. If you are summarizing a court case you should discuss: What provision of the law was at issue? Briefly state the facts of the case. What legal tests were applied? Were there any unusual elements in the case? Include all major key points of the author. If the author addressed any major concepts or methodology this should be…… [Read More]
The captions read "2 Months Later" and, of course, to ensure that the copy was not untruthful, Viator added the advertised product to his regimen in-between the two photographs (Lightsey 2006).
Since the Tryptophan disaster of the 1980s, the Ephedra incidents, and then the steroid scandals among Olympic athletes and well-known American professional sports figures in the late 90s, the U.S. Food and Drug Administration (FDA) has increased regulation of health food products, such as by prohibiting the outright claims to treat or cure any human disease without classification of the product as a drug subject to lengthy clinical trials and proof of safety and efficacy (Halbert & Ingulli 2000).
As a result, all supplement products sold (legally) in health food stores now bear a statement ensuring that "This product is not intended to treat or cure any disease." The problem is, everything else on the label purposely contradicts that…… [Read More]
The target store included various types of merchandise, such as electronics, music and video (DVDs and CDs), beauty products, clothing and shoes and automotive parts.
Additionally, the target stores also included a food department, mainly with non-perishable items. There are two main factors differentiating the target store from the Wal-Mart store previously analyzed, in terms of products. First of all, the Wal-Mart store did not have a food department, residing only on non-food items. On the other hand, the quality and especially the image of the products offered in the target store may be considered superior to that of Wal-Mart's. One of the relevant examples in this sense is the fact that the target store is relying consistently on brand strategy, signing important designers like Liz Lange, for example. With a solid discount component aimed at lower income categories, the store had the capacity to attract consumers from…… [Read More]
In practical terms, there is very little difference between Gatorade and PowerAde. Both are forms of dietary supplements which often pose an unknown source of danger for individuals growing up to be sportsmen. All the growing up sportsmen should be educated on the subject as they are likely to face troubles in their life later, otherwise.
Many products that are marketed provide good returns for the marketing organization, but little benefits for the user.
The products are sports drinks and they are promoted with the images of sportsmen and Michael Jordan appeared on Gatorade bottles, but he did not get the benefit of having his own flavor. Now there is a new favorite of the sports world, and he is LeBron James, and his image will be the advertising for PowerAde's Flava 23. When the flavor was selected, James was a part of the process. The process took…… [Read More]
Known in local market
Known in local market
Known in local market
Costs of selling in channels
Premiums not work product
Too high priced
Qualty at times questionned
Vertical markets including wildlife reserves
Lack of service
Core Competency Comparison
Projected Market Growth/Market Share Objectives
The following market growth and market share objectives for the company given the focus on growth in wholesale seafood processing:
1. To generate an incremental $500,000 in revenue through the sale of uniquely packaged bait to commercial and recreational fisherman.
2. To obtain distribution agreements with three local distributors stressing the unique nature of the…… [Read More]
Another way to increase the market share could materialize in product developments. This would ensure that the number of customers increases as the product offering becomes more diversified and is able to suit more tastes. Sales would immediately boost up, in part due to the promotional strategies, but the growth must be sustained even after the promotions are over. The reason for this specification is that several companies registered record sales during promotional periods, but the revenues were unsustainable in normal periods.
Constant communications with the final consumers and the retail customers would also help in identifying newer needs and trends. The satisfaction of these demands would eventually lead to more buyers and a significantly higher market share.
Improve customer relations good relationship with the customers, both end consumers as well as retail customers, is the key to a successful corporate outcome. In order to improve it, the company could…… [Read More]
Likewise, McCain (2003) reports that, "The United States is a dog-loving nation. The American Veterinary Medical Association says about 36% of U.S. households own dogs, compared with 31% that own cats. The most popular breeds, the American Kennel Club says, are Labrador retrievers, golden retrievers and German shepherds" (2). According to the Southwest Boston Dog Owners' Group (2007), "The number of licensed dogs in Boston is 8,500; Animal Control estimates the total number of dogs in the city is 40,000" (Petition to Boston City Council and Mayor's office 4).
The results of the 2000 census of Boston showed that the city enjoys a healthy percentage of middle- to upper-middle class residents as shown in Table ____ below.
2000 Census Breakdown of Household Incomes in Boston.
Less than $10,000
10,000 to $14,999
15,000 to $24,999
25,000 to $34,999
35,000 to $49,999
50,000 to $74,999
75,000…… [Read More]
Also, more Swiss-based companies now have an American audience, since snowboarders are able to order their gear over the Internet, and compare prices as well as see what European manufactures have to offer them.
Although Burton sets the industry standard, it may be threatened by F2 and Prior's attempt to corner the edgy marketing base that made up the core of snowboarding, while other companies like Coiler might attempt to corner emerging aspects of the market, like women ("A complete list of links," 2007, About.com). Also, it must remain competitively priced, given that the Internet makes it easier for consumers to price-shop. Conversely, as snowboarding becomes more popular and more general sports companies sell gear, people seeking customized boards may be able to buy their gear closer to home.
"A complete list of links to freecarve, alpine and carving snowboard companies and manufacturers." (2007). About.com. Retrieved 19 Feb…… [Read More]
S. Navy has an excellent product mix as they are working to attract, recruit and retain key members of each position segment they have. The recruitment of the most highly skilled areas including nurses and physicians is the most pressing and requires the greatest level of consultation and one-on-one recruiting effort. The recruitment of Naval physicians is a critical need; it's clear from its position on the website and often there are face-to-face discussions and recruitment efforts on the part of the U.S. Navy to gain physicians directly into their branch of the service.
How is the product (good and/or service) of the organization you are auditing, currently distributed?
The U.S. Navy distributes it current set of recruitment offices throughout 26 American cities, which are accessible from the following Website: http://www.cnrc.navy.mil/.The focus of each of the 26 city sites is on tailoring the recruitment process to regionalized needs…… [Read More]
Then, when the automobile replaced the horse and buggy, they had to change in order to remain competitive. This meant that they would build many of the bodies used in the automobile industry. To this day, any Cadillac that is manufactured has a body that was constructed by Fisher. (Glaser, 2001) Had managers and executives not realized this fact, the company would have changed to late. Those who embrace change will remain a dominate force in the industry well into the future. While, those who ignore change, will face the precarious position of: having no future market and being to late to adapt. This is the point that many business will often disappear, because they did not embrace changes. (Glaser, 2001)
From your experience, general knowledge and some research of your own, identify and explain how one other company used any aspect of marketing to sustain itself.
A good example…… [Read More]
The approach Sony continues to take is one of concentrating on continual process improvement to become more agile and resilient in the face of environmental factors (Olenick, 2010) while at the same time seeking to comply with national requirements for sustainability and green initiatives including supply chain compliance (Svensson, 2009).
Legal Factors -- Sony has a culture that embraces learning as a virtue, and continually strives to gain insights from the experiences of other Japanese companies and their legal and regulatory lessons learned. The case mentioned earlier of Toshiba Machinery Company and their sales of unauthorized milling machines to the ussians decades ago still is a foundational element of Japanese ethical training for managers (Ohishi, Naoto, 1993). As the United States and other western nations have continually seen the level of compliance and reporting escalate up through government edict, Sony has continually had to increase its focus on contract management…… [Read More]
Marketing Challenges for Small usinesses
This research paper is about building and marketing a small business. While marketing plays an important role in the day-to-day running of a small business it's also about planning for its long-term development, which requires multi-dimensional objectives beyond mere cost-per-sale. The emphasis of marketing is on understanding the diversity of consumer behavior, implementing segmentation strategies, cultivating consumer-oriented definitions of innovations, adopting a policy of continual improvement and exploring every opportunity to broaden their industry. Small business can now compete in a global marketplace with big businesses, thus making a significant contribution to the national economy. The Internet offers small businesses a worldwide structure of business promotion.
Although customers and their needs are the focal point of the marketing process, few companies start with this in mind. Invariably somebody had a good idea for a product or service and this became the initiative to start the…… [Read More]
They handled the situations in case the way they did in order to improve customer experience and increase their loyalty.
This behavior is supported by Nordstrom's management that encourages its employees to exceed their job requirements when assisting customers. From this point-of-view, there are numerous differences between Nordstrom and most of its competitors. For example, Sears is one of the department stores that do not seem to pay that much attention to the quality of customer service. Sears' merger with Kmart was supposed to improve customer experience, but the numerous complaints from customers reveal a different situation. Customers complain about the modifications made within the stores, which confuse them, and make it difficult for them to identify the products they are interested in. Also, customers complain about the fact that the staff at Sears is not able to properly assist them.
3. The retailing mix used the company ensures the…… [Read More]
The marketing planning revolves around three major concepts the swimming pool organization must consider: the segmentation criteria applied to the audience, the identification of the target market, or markets, and finally, the positioning of their products and services.
There are numerous criteria used to segment the market and identify those particular groups of individuals to which to address the service. The most relevant criteria include demographics, income or personal preferences and capabilities of the individuals in the segment (Brown, 2007). But the selection of the most relevant segmentation criteria must be made relative to the type of activity conducted by the organization. In this order of ideas, the segmentation criteria most relevant for the swimming pool company revolve around:
Financial capabilities of the customer - regardless of them being corporate or individual clients, they must all be able to pay the fees for the cleaning, repairing or…… [Read More]
Mass marketing is differentiated from target marketing, in that the target customer is pretty much everybody. A firm that has a target market will either have all of its sales, or a significant portion of them, in an specific identifiable group. Thus, the product should span across race, gender, age and geography. Such a product's target market would be better understood in terms of who doesn't buy it than who does. Wal-Mart would be a good example of a mass market retailer, based on their size, their geographic spread, the wide variety of products that they sell and the ubiquitous nature of many of those products -- many mass market retailers target very broad groups (Investopedia, 2015).
A mass market product, therefore, would be a product that broadly appeals. I will go with Charmin. The target market for Charmin is almost everybody. There are only a few groups that…… [Read More]
A comparison between two major department stores, Nordstrom and Wal*Mart can illustrate the concepts of pricing and distribution. The research shows that both Nordstrom and Wal*Mart use pricing and distribution strategically, but with different means, methods, and end results.
Pricing and distribution are integral parts of an overall marketing strategy. Pricing refers to the cost of the item, and is related to product positioning, perceived value, and the profitability of the company. Distribution refers to the methods by which the company delivers its goods and services to the consumer, and signals how consumers first come into contact with the items for sale. A comparison between Wal*Mart and Nordstrom helps to illustrate the interrelated concepts of pricing and distribution. Nordstrom and Wal*Mart are both major department stores that depend on strategic pricing and distribution strategies. However, their pricing strategies are completely different. Nordstrom lures customers with perceived quality and status,…… [Read More]
Product: a complex of variable exclusive personal assistance services thus able to satisfy different and sophisticated customer needs; good quality of the product supported with several professional degrees, necessity to work out schedule of increasing personal professionalism by attending specific courses, trainings, seminar; establishment of easily recognizable brand name, at first your personal name, afterwards ability to create a little company and designing good marketing campaign;
Promotion: Advertising through the best ways to reach target group: visiting local Chamber of Commerce meeting, obtaining permission to place leaflets and brochures in target sports clubs, in corporate receptions, website, sending e-mail brochures to corporate workers, yellow pages posting, newspaper and magazine advertising; direct brochure delivery to posts in prestigious districts; necessity to obtain reference letters from all the clients to be able to use them in the future; being a public person by visiting many local event of potential interest.
Price strategy:…… [Read More]
The decision had been to promote it as an aspirational brand using an Italian advertisement dubbed in English, which presented an ambasador's butler offering a huge piled plate of Rocher chocolates to the guests at the party. It seems that what most people disliked about the advertisement was not the actual scene, the party, but the way the English-language soudtrack for the ritish version sounded, as if it had been made in a kitch style transforming the chocolates into ones suggesting "false aspirational" products.
The advertisement had such an unexpected impact that to this day "the concept of a butler wandering around holding a silver tray with a mountain of Ferrero Rocher has become a popular stereotype of diplomacy in general." (http://en.wikipedia.org/wiki/Ferrero_Rocher)Such a marketing failure might have been prevented perhaps, if proper research and understanding of the customer and his way of perceiving certain things had been more thouroghly done.…… [Read More]
Marketing Strategy: Travel Today
The focus of Travel Today is to grow its business extensively through i) differentiating its services from those offered by competitors and ii) nurturing clients by understanding and tending to their specific travel needs. e intend to market our brands and services extensively so that clients are aware not only of our existence, but also of our ability to address their specific travel needs and deliver value for their money. Having been in existence for over two decades, we enjoy a more established reputation than most of our competitors. A recent audit into the company's operations revealed that business has been slow for us because of our slow response to changes in technology. Our competitors have built on this inherent weakness to draw competitive advantage. For this reason, our marketing strategy will be focused on three core areas -- offering competitive and reasonable prices to our…… [Read More]
Marketing / Business
Grade11 Marketing / Business Activity
Activity 1: Braun Pocket Radio
Entertainment has always been the most integral and essential part of lives of people regardless of the demographics, socio economical backgrounds, or age groups. The form of entertainment has evolved over a period of time with the evolution in technology. One of the most common and popular form of entertainment is music. Music lovers exist around the world and in every age group. hile the music listening equipment dates back to the huge gramophone and radio, with the evolution in technology and industrial revolution, smaller and more portable equipments were invented. There came a time when the bigger equipments were replaced by the small portable radios.
Talking about the 1960s, it was known as one of the first most hip fashion eras. The fashion scene was influenced by major fashion hubs around the world. Besides clothing and…… [Read More]