The key elements of effective nation branding strategies
Dissertation - 5 pages - Business strategy
This paper explores the various facets of nation branding and aims to bring out the key elements of an effective nation branding strategy. Although the terms “nation” and “country” are used interchangeably, one must remember that there is a distinction between country...
Adaptation of Kellogg's Advertising Strategy for the Argentinian Market (2010)
Case study - 17 pages - Services marketing
The following report will analyze the British advert for Kellogg's Bran Flakes, which is endorsed by Chris Hoy, a triple Olympic champion in Beijing in 2008 (www.kelloggs.co.uk, 2009). The aim of this report is to take this advert and make alterations to it so that it can be used in the South...
The world of luxury: The challenges of modernity
Dissertation - 41 pages - Services marketing
In this excerpt from the Spleen and Ideal, part of the collection of poems Les Fleurs du Mal, Baudelaire offers us a journey into a world where luxury blends with peace and pleasure. His words describe a world of luxury: "shining", "rare", "rich", "smooth", "leisure", "beauty," "splendor". All...
United Colors of Benetton: An overview
Case study - 8 pages - Management
The clothing market is doing well with a growth rate of 2.5%, even though the market is unstable due to certain aspects (environmental, economic, socio-cultural, etc.), Despite saturation, Benetton is a brand that continues to sell quality clothing. However, given the explosion of mega...
Reebok Case Study: "Reebok: In pursuit of Generation X"
Case study - 6 pages - Services marketing
Reebok is a large and technological footwear company founded more than 110 years ago. Reebok's history started in 1895 in the United Kingdom, and continued in the United States. It became an international company at the end of the 80s. Today, Reebok's products are sold in 170 countries. This...
Market research: 'Amazon' from Hermes (2009)
Essay - 22 pages - Services marketing
"A scent is like a mirror of personality. We want to be different and individualistic. Scent is like a dress that reflects the personality of the person who wears the fragrance. This is a signature scent. A perfume is made of both good and bad odors. It is a balance of doses that determines the...
Nike's artistic communication
Thesis - 20 pages - Management
Within the scope of our project on commercial communication, we were to make a study on the communication strategy adopted for either a brand or a product. We chose the Nike brand as it enjoys phenomenal fame. Nike has a variety of products ranging from clothes, shoes and...
Business plan for a store of optics of luxury
Business plan - 43 pages - Business strategy
Optica Designs is a Canadian based optical shop that is involved in the business of luxury brand products and series of a limited scale. The product range falls in the medium-range segment, and offers selective Optica Designs. It is a real alternative for customers looking for high...
E-Business: Sephora.com
Case study - 14 pages - Management
E-Business is a new form of business that allows clients to get information and make purchases through the Internet. During the seminar we had the opportunity to analyze different firms and to see how the entry to the Internet market place has increased the brand recognition. People...
Marks & Spencer Case Study
Case study - 5 pages - Management
The hardest part for a modern business is to create a brand which is known, trusted and admired by the nation. It is a process which can take decades to get right. However, we have to keep in mind that the brand image can be destroyed in a matter of days. Currently, the...
Motrin's Mommy Headache: A Lesson in Social Media Experimentation
Case study - 2 pages - Management
“Brands are delicate things, but social tools exist not only to hear bad news but to engage even that part of the crowd which has made it clear you have tripped up — maybe, especially that niche.” This quote essentially summarizes how Johnson & Johnson should have reacted...
The Walt Disney company
Case study - 5 pages - Business strategy
The first issue the Walt Disney Company has to face concerns diversification: has it diversified too far? It is legitimate to consider such a question as the number of businesses Disney presents has exploded since the company's beginning. Indeed, being first a company based on movie-making,...
Apple's marketing strategy
Case study - 4 pages - Business strategy
For a long time, the products from Apple were not highlighted in advertisements in France. Launching its new product, the MacBook Air, enabled the brand to connect to the people in France again. Billed as the world's thinnest computer, the MacBook Air has helped Apple in rebuilding its...
Yahoo! - Connecting USA and the World
Market study - 10 pages - Business strategy
Yahoo! Inc., the dream child of two Stanford PhD graduates David Filo and Jerry Yang, was incorporated in 1994. The word Yahoo! has been derived from the name of a character from Jonathan Swift's "Gulliver's Travels". Yahoo's growth in the 90s was meteoric, and continually hogged...
How to use rumours as a marketing tool?
Dissertation - 68 pages - Services marketing
Today, advertising a new product is totally different than it was 10 years ago. For years, consumers have been flooded by TV, radio, newspaper ads, posters and fliers and more recently, internet spam, pop ups, banners, etc. The frequency of advertising is so high that most consumers often do not...
Global Forces and the European Brewing Industry
Market study - 4 pages - Services marketing
This case study focuses on the brewing industry which developed in Europe. Because of the growing pressure in the global market, this industry is currently rethinking its strategy in order to strengthen the brand images and ensure the development of major firms. Consumer needs are...
The influence of music on the behavior of purchase of the consumer (2008)
Dissertation - 45 pages - Services marketing
Armed with a specialization in marketing from my studies at ESC Reims, and a real passion for this sector, I decided to explore the realm of sensory marketing. Indeed, this new marketing approach seems to provide real operational value to the discipline. Subsequently, I am more focused on a...
Mercedes: Should it introduce a small, 'clean' family car?
Market study - 5 pages - Services marketing
Mercedes Benz is a German automobile brand, distributed worldwide and known for its high-end vehicles. Like all other car manufacturers, it faces a severe economic crisis that has been particularly detrimental to the automotive sector. In this context, car manufacturers must innovate and...
Marketing plan for Caroll in China
Case study - 9 pages - Services marketing
In this document we will present a brief marketing plan for Caroll. The firm would like to have a foothold on the Chinese market. As tool, we will use some common instruments such as B.C.G. Matrix, Ansoff Matrix or the well-known 4P's as well as Porter's five forces. An overview of Caroll Caroll...
Strategic management in the soft drinks industry
Case study - 7 pages - Management
Coca-Cola and Pepsi Cola have always competed against each other. It has been more than a century ago since both brands started fighting to beat the other one and become the most successful one. This “war” does not only concern the products offered by Coca-Cola and Pepsi. It is...
Thesis Proposal: The Utilization of Endorsers in Marketing and Advertisement, and Their Influence on Consumers
Essay - 4 pages - Services marketing
Companies are using endorsers to market, advertise and promote their products and services. These endorsers have a real and proved influence on the consumers and in adequation on their consumption habits. It is frequent to see celebrities on advertisement, for some big companies, which can afford...
Business service of Kenzo SA
Thesis - 12 pages - Services marketing
Kenzo is a brand in the evolving world of fashion, and includes women fashion (jeans, ready-to-wear, haute couture), men's fashion (suits and jeans), and kids fashion. It also includes leather goods and accessories as well as every other product including tableware, linens. There is also...
Zara and H&M: Two models which try to bring luxury closer to the common consumer
Thesis - 11 pages - Services marketing
The European textile sector was one of the first victims of globalization and price discrimination. The most important textile markets are Europe (135 billion euros), U.S. (100 billion euros) and China followed by Japan (35 billion euros). In this hyper-competitive environment, brands...
Chanel - Global Operations
Market study - 7 pages - Business strategy
Chanel S.A., fondly known as Chanel is a privately owned fashion brand. It was founded by Gabrielle "Coco" Chanel in 1909. Company is headquartered at Paris, France and is present in more than 310 locations worldwide. The annual revenue as recorded in 2010 stands to be ?1.809 billion.The...
L'Oreal's Communication Campaign
Thesis - 14 pages - Services marketing
This document aims to implement a communication campaign plan for the 100th anniversary of L'Oreal by taking all the steps of a marketing plan into consideration. The tools employed are: SWOT analysis, study of the goals and targets of the communication, to create a press campaign and envisage...
Marketing Mix - Nestle
Case study - 4 pages - Distribution marketing
Nestlé has stood out from the strong competition, present in the agri-food market, and is positioned as a leading global brand. Its brand image with consumers gives it the status of the largest company in the global agri-food market. A quality brand known throughout...
Sales Training in Christian Dior, London
Thesis - 8 pages - Educational studies
As part of my second year ESSCA, I was asked to do an internship in the marketing function, either in the sales department, or in the purchase section. The goal is to have a direct relationship with a customer or a supplier (BtoB or BtoC), to participate actively and be essential to the...
Analysis of Christian Dior SA
Case study - 4 pages - Business strategy
In recent years, the luxury market has been experiencing a real boom. This boom is the consequence of the recent democratization of luxury brands. The democratization of luxury brands has made it possible to develop accessories that have become more accessible. This phenomenon has...
Porsche and the marketing analysis
Case study - 30 pages - Services marketing
This document is dedicated to the automaker who was born in 1948 in the village of Gmund in Austria; the builder won all sorts of competitions, including the 24 Hours of Le Mans 16 times; the builder who has created a myth by his range of Cars: Ferdinand Porsche. Today everyone knows the...
Advertising on the radio
Case study - 48 pages - Services marketing
Advertising, in general, expresses the positioning. Powerful advertising is the result of powerful planning. Great ideas and great ad campaigns don't just pop out from nowhere, they are built on the key communication points that motivate sales. Radio is entirely a medium of sound, which evokes...
