repositions its brand to attract new customers‚ based on characteristics‚ towards which‚ the market seems to be more interested in. This may often involve significant change in marketing strategies of such companies due to the market dynamics to promote and revitalize its brands. But‚the concept we will be discussing here is based on repositioning of competitors’ brands rather than changing the position of one’s own brand and is called De-positioning. Marketers are expected to do more than just brand positioning
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UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS Kevin Lane Keller Tuck School of Business Dartmouth College UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS One of the most popular and potentially important marketing topics to arise in the 1980 ’s was the concept of brand equity. The emergence of brand equity‚ however‚ has meant both "good news" and "bad news." The good news is that it has raised the importance of the brand in marketing strategy --
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December 2012 (25th Frame‚ 2012). This success is a direct result of the James Bond brand‚ as it has been meticulously constructed during its previous fifty years. Such a well establish brand inherently provides opportunities for marketers‚ as an affiliation with the Bond franchise offers the potential access to a loyal and established fan base spanning multiple generations‚ whilst translating many of the key Bond brand values to their own. As a result‚ following their ‘Zero Zero Seven’ campaign in conjunction
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market not through a brand name created by Coca Cola‚ but through acquisition of existing brand(s) of milk while utilizing its already strong distribution network to most profitably get its new milk products on the majority of store shelves in the US. Issue Tree: * What is the market makeup for refrigerated milk in the US? * What is the market share of name brand milk (like Dean’s or Kemps) vs. private label (like Jewel or Target brand) * Who is the biggest name brand in terms of market
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existence now beginning to fade? Investing.businessweek.com (2013) claims that “The Company was formerly known as Interstate Bakeries Corporation and changed its name to Hostess Brands‚ Inc. in November 2009. Hostess Brands‚ Inc. was founded in 1930 and is based in Irving‚ Texas. As of January 11‚ 2012‚ Hostess Brands‚ Inc. is in reorganization.” What is the cause of this crisis? How can such a favored treat fail? Well‚ it is not the treat that failed to succeed‚ but the workers and management
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1. Why is the soft drink industry (i.e.‚ the cola concentrate industry) so profitable? The soft drink industry survives on the rivalry that has existed for over a century between Coca-Cola and Pepsi-Cola. The two brands are competing for the market share nationally and globally by trying to clinch the thirst of every person in the world. In Michael Porter’s five forces‚ the threat of rivalry pushes both companies to “out compete” with each other and drive up the fixed cost to enter the market
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Integrated Marketing Communications: Brand Analysis Henry Garcia‚ Kris Burningham Cassandra Carone Agata Kosinski F C Flying Colours Advertising Table of Contents INTRODUCTION 3 ANALYSIS OF THE 4 P’S OF MARKETING 4 PRODUCT ACTIVIA DANONE YOGURT PROMOTION PRICE PLACE PRODUCT ANALYSIS SUMMARY 4 4 5 7 8 9 MARKET ANALYSIS 10 ECONOMIC TRENDS SOCIAL/DEMOGRAPHIC/CULTURAL TRENDS YOGURT CONSUMPTION IN CANADA
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9-711-462 REV: MAY 26‚ 2011 DAVID B YOFFIE RENEE KIM Cola Wars Contiinue: Coke C an nd Pepsi in 20110 oke and Pepsi vied for “t hroat share” o of the world’ss beverage m market. For more than a century‚ Co The most intense battles in the so-called colla wars weree fought over the $74 billio on carbonated soft drink (CSD) industry in the Un nited States.1 In a “carefu ully waged co ompetitive strruggle” that llasted from 1975 through the mid-199 90s‚ both Cok ke and Pepsi achieved average annual
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Internal Analysis of Coke and Pepsi (Appendix A) In this session‚ we would analyze Coke and Pepsi internally using SWOT analysis. SWOT is the short form of Strengths‚ Weaknesses‚ Opportunities and Threats. In Appendix A‚ we can see that the major strength for Coke is its name value. Coke is the World’s leading brand for CSD. Marketing and advertising is the major battleground for the CSD industry‚ from the SWOT analysis‚ we can see Coke did a great job for that. Being the market leader is definitely
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Case 1-3 Coke and Pepsi Learn to Compete in India 1. As far as I am concerned‚ there are three specific aspects of the political environment have played key roles: 1) As mentioned in the case‚ Indian government viewed as unfriendly to foreign investors. Outside investment had been allowed only in high-tech sectors and was almost entirely prohibited in consumer goods sectors. 2) Based on Indian laws‚ outside investment cannot use their original brand name. For Coca-Cola‚ they attempted
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