Article 1: McDonald's Plans Marketing Push as Profit Slides McDonald Corp. plans to push its breakfast menu in the competitive market. Currently, the company’s market sales of breakfast menu which has led the company for 35 years have been decreased because of its competitors such as Taco Bell. Chief Executive Don Thompson announced that the company will emphasize its fresh breakfast menu which means “No microwave deals” to be differentiated from the competitors in the key market which are U.S., Germany, Australia and Japan. Also, the company is planning to focus more on its main menu such as Big Mac and French fries which account for about 40%. The company announced that it is going to try to do more staffing, increasing chains and customizing to meet customers’ satisfaction. These plans will help McDonald’s profits in the future because the company tries to increase the brand’s images by differentiating it from the others. The company also tries to strengthen Points-of-Difference Associations by satisfying customers’ expectation and need more.
Article 2: It’s Brooklyn, Basketball and Branding as Nets Head to London A NBA basketball team, Brooklyn Net’s, plans to boost its brand awareness to the world by matching in the foreign countries. As the Basketball has been getting internationally famous, and as many foreign players have come to the NBA, The Nets should find a way to show itself internationally. There are some key reasons. First, the Net’s has three foreign players of Russia, republic of Georgia, and Bosnia and Herzegovina. Second, the team’s another target market, China, has a basketball league and it will be helpful for promoting its brand. Finally, Net’s thinks that international match is helpful for the players because they seldom have a time to meet other family members or even to go trip. This article will demonstrate some marketing theory that everything can be a brand and this will be useful for the team in the future. Source: http://www.nytimes.com/2014/01/13/sports/basketball/its-brooklyn-basketball-and-branding-as-nets-head-to-london.html?action=click&module=Search®ion=searchResults&mabReward=relbias%3Aw&url=http%3A%2F%2Fquery.nytimes.com%2Fsearch%2Fsitesearch%2F%3Faction%3Dclick%26region%3DMasthead%26pgtype%3DHomepage%26module%3DSearchSubmit%26contentCollection%3DHomepage%26t%3Dqry43%23%2Fbranding&_r=0
Article 3: Coca-Cola Used Drones To Do Something Amazing In Singapore Coca cola makes a good marketing plan by cooperating with the Singapore Kindness Movement to help workers from third countries such as China, India and Bangladesh. The Coca cola does CSR as well as strengthen the brand association and value that the company offers workers photos added to cans of coke which provide thankful words to the workers from the third countries. This will help the company get benefits in two ways. First, the workers are very delighted by the events from the company and they would be Coca cola’s loyal consumers with a strong association. Second, this event was already issued with videos in the world and the citizens might have good images of the company. That is, it is possible for them to use Coca cola instead of using the other brands. Finally, other companies which are related to the coke like McDonald want to contract with Coca cola for the good image.
Article 4: Jadeveon Clowney Signs Endorsement Deal with Puma Puma makes a contract with Jadeveon Clowney, the top defensive end prospect among the NFL players to do partnership. The company offered him custom snake skin shoes. The player already signed of doing endorsement with Puma. This will be good for Puma in some ways. First, by using famous NFL player, and by boosting his physical...
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