To better understand this phenomenon, the Forrester team decided to contact random users of MySpace and Facebook to ask why they had added the account of a particular brand or made a review of it. In almost all cases, the response that they had acquired points to the conclusion that the users had an affinity with the brand. On another note, some users also get […]

Introduction Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world’s consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs nearly 180,000 people and had worldwide revenue of almost €40 billion in 2005. Unilever is a dual-listed company consisting of UnileverNV in Rotterdam, Netherlands and Unilever PLC in London, England. This arrangement is similar to […]

The article entitled ‘Mitsubishi cuts prices’ was written by Peter Roberts, and was found in The Australian Financial Review website, dated April 28, 2006 (which can be accessed at www.afr.com). The marketing concept used in the article is that of the pricing-cutting employed by Mitsubishi in its attempt to increase sales for their new products launch. PRICE-CUTTING Price-cutting is rampant in the car manufacturing industry […]

Evolving a successful marketing strategy depends on an effective situation analysis, which involves identifying the customer needs, changes in the operating environment, new opportunities, and the capability of the company to meet these changes. Scholastic corporation is one of the leading publishers catering to the children’s segment. With decades of experience in children’s publishing and links with most schools libraries across the nation the company […]

Marketing BY Raja 1 Marketing Background After undergoing a strategic analysis of its product portfolio. The Co-operative bank identified the tertiary sector as a promising market segment from which it could build an exciting new product offering specifically aimed full time tertiary students. Some demographic characteristics of this targeted segment Include: males and females aged between 18 and 28 who have decided to further their […]

The wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote and otherwise make the product marketable and keep it clean. Packaging and brand are “partners” of every product. Packages of products are like clothes that can flatter one’s figure or make one look fat. People wear clothes that fit them, or make them feel comfortable and attractive. Packaging is […]

Businesses are moving beyond a transactional model for their brands. Today’s consumers aren’t looking for a product only — they want an emotional connection with the brand. The previous generation may have purchased something based on a fancy box or a slick sales pitch, but the new generation wants to know how else a product can affect their lifestyle. How do I feel about this […]

Abstract             The command of sports brands has revolutionized the perception of apparel and gear in terms of use and over-all significance. The sense of competition, the techniques of play, the work ethics of training—all have been redefined by most sports brand through relentless and key marketing strategies. Nike, Inc. has successfully made its ‘swoosh emblem’ as something to be defying the concept of talent. […]

Explain why Sears or Wal-Mart cannot effectively create a trendy counterculture image. High volume and mass appeal are at the core of one-stop-shop retailers like Sears and Wal-Mart. These stores are the culture others are trying to counter. Wal-Mart relies on mass production of the products they sell to keep manufacturing and shipping costs down. This allows them to maximize profitability. Profitability is not at […]

STUDENT ASSESSMENT GUIDE Unit of competency name| Identify and evaluate marketing opportunities| Unit of competency number| BSBMKG501B| Unit Purpose On successful completion of this unit you should be able to actively seek out and assess marketing opportunities in terms of viability and suitability to the organisation. You should also be able to turn the assessed marketing opportunities into reality – by scoping the implementation process […]