| Nike: Building a Global Brand | MKTG 4082W | | 1. Nike’s brand image‚ a set of emotions‚ feelings‚ and experiences with the brand‚ developed over time through advertising campaigns and consumer experiences with Nike. The core attributes of Nike’s brand image include high performance‚ innovation‚ and aggressiveness. Nike positioned itself as a company that makes products for athletes‚ by athletes. They tailor their products for serious/winning athletes and also stress their point-of-difference
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COLGATE PALMOLIVE - THE PRECISION TOOTHBRUSH CASE ANALYSIS QUESTIONS 1. List and briefly discuss the changes occurring in the toothbrush category and Colgate Palmolive’s competitive position. The greatest change happening is the move of the consumers from value segment to the professional segment. Their professional brush market has increased. They are now trying to introduce a new toothbrush to the market which should be in a segment of its own. This toothbrush should get them in the super premium
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companies operating in this particular industry are Colgate-Palmolive‚ Oral B‚ Southern Lion and Sensodyne. In-depth analysis will be done using Colgate-Palmolive as the chosen company. 2.0 Profiles 2.1 Colgate-Palmolive The American company Colgate-Palmolive started in 1806 by William Colgate. The company was firstly a company producing soaps and candles‚ but produced its first toothpaste in 1873. Colgate has expanded its market share and is currently
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Colgate is famous for having a long history of strong relationship with its retail trade partners. This Company delights consumers around there world with a an array of Oral Care‚ Home Care‚ Personal Care‚ and Pet Nutrition products. Small stores around the world are just important to Colgate as large ones. Behind the success of Colgate’s brands are carefully developed business and marketing strategies. Based on consumer and shopper insights‚ the Company works closely with local merchandisers and
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Cinemex Cinemex is a Mexican venture started by two Mexicans (Dávila and Fastlicht) and one American (Heyman) entrepreneurs‚ which met while doing their MBA degree at Harvard University. The venture consisted in creating a new cinema experience‚ including more screens and movie prints (4-14) per theater‚ excellent seating/service and outstanding projection and sound presentations never seen before in Mexico. 1. Defining the Problems There are several decisions that need to be done as Cinemex is
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Spring 2010 Ameritrade - Harvard Case Study Background: Ameritrade Holding Corporation is securities brokerage services and technology-based financial services firm from the United States. The company was founded in 1971 and is headquartered in Omaha‚ Nebraska. “Ameritrade MERITRADE for self-directed retail investors; TD AMERITRADE Institutional that provides brokerage and custody services; trading platforms that enables research and analysis; a suite of education
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Davison is a major American motorcycle manufacturer‚ and dominated the U.S. heavy weight motorcycle market. In 2000m Harley produced 204‚500 motorcycles a 15.5% increases over 1999. Relative to other major motorcycles producers‚ Harley had more modest global presence. Despite its strong focus on the American market‚ it recently increased its presence in Europe by fine-tuning some bikes to fit European taste. Experts consider Harley-Davison the prototypical example of a “lifestyle” company. The choice
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“Global Brands vs. Local Brands” A big issue facing the international marketing world today is whether global branding is better then local branding. Consumers all over the world have many different opinions on whether they like purchasing products from big corporate‚ multicultural companies or the local mom and pop shops that they have grown to know‚ and became comfortable with. The pros and cons of both global and local branding vary from good and bad. In my opinion local branding are still
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license was to use the GSM technology. They were all given roll out targets‚ and targets on subscriber base. ROLL OUT STRATEGY At a strategy management meeting‚ MTN identified that aside from ensuring that the roll out and subscriber base targets are met‚ they also have to ensure what ever strategy that is implemented will ensure that investment in the cost of the license and building of the network is recoverable and sustainable. Two roll out strategies were identified: Width strategy and Depth
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Colgate Palmolive Precision Toothbrush Case Study Basil Faruqui After developing a new the Precision toothbrush Colgate Palmolive is evaluating how to position it. The two options being considered for Precision’s positioning are a mainstream toothbrush‚ where they already have another toothbrush‚ or a super premium niche position where they don’t have any offerings. Other decisions that will follow the positioning decision would be price‚ distribution channels‚ advertising and promotion planning
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