BINGO The Bingo brand of chips was launched by ITC on 14th March 2007 with an aim to capture at least 25 percent market share of the Rs 2000 crore branded snack market within five yrs. This was an extremely ambitious target according to observers as the market was dominated by the Frito Lay group (owned by Pepsi Co) with a slew of brands like Lays‚ Kurkure and Uncle Chipps holding 50 per cent of the market share. The other was the Haldiram group with 25 percent of the market share. The
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Reading: * Marketing Management Chapters 17‚ 18 and 19 * Case: Pepsi-Lipton Brisk Questions: 1. Should Brisk be advertised on primetime TV or with viral ads in the months following the Super Bowl ad? What are the benefits of each media? What are the costs? In this case‚ since the budget is limited‚ the viral ads are more doable for Brisk. The benefits of TV ads: * Broader audience TV has better mass appeal than other forms of advertising for a number of reasons. Some
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to engage their customers and they are using innovative ways to build buzz‚ foster communication‚ improve products‚ and cultivate long-term brand awareness and consumer trust. It doesn’t matter whether you’re a seasoned producer of award-winning viral campaigns or are just learning how to create a Facebook profile. The beauty of social media is that you don’t need experience; you only need to learn a few basic rules. Social media is not so much a new idea as it is a way to communicate ideas‚ and
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GoPro’s Marketing Strategy Founded by Nick Woodman‚ this California based company is the mastermind behind the action camera that is considered to be the world’s most versatile camera. The main outline and purpose of this mountable video camera was originally aimed towards extreme sports enthusiasts and professional athletes. This action camera would be basically wearable and mountable practically anywhere‚ giving the target group the ability to share their memorable moments and/or experiences with
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“super fans” from “Preference” into “Conviction” stages. This strategy might lead to future complications in expansion of BK’s target markets and inability to gain popularity among for example young female or families with children. 3. Why is viral or buzz marketing effective? Buzz marketing is effective because it creates curiosity among potential buyers of the product - it makes them aware of the product. After visiting product’s website they learn more about it - therefore moving from “Awareness”
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Use Of New Technologies In Marketing & Research A wave of new technologies exists today to aid marketers in reaching and researching existing and prospective customers. The newest trends in marketing are based on and around the use of new technologies. With resources such as QR codes‚ social media marketing and mobile marketing‚ consumers are directly involved in activities that require an interaction around the benefits offered by a brand. Social Media Marketing Social media marketing
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Case Study #6 Burger King and Crispin 1. What are Burger King’s communication objectives for its tar-get audience? In 2004‚ Burger King’s CEO Brad Blum realized that in order to compete with large chains like McDonald’s and Wendy’s‚ the company needed to market their product in ways that their target market would perceive better. The first set of commercials that Crispin produced for BK where targeted more towards the mainstream media in a series of offbeat ads that were a takeoff on the comedy
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gripping that everyone who sees it passes it along to their friends‚ increasing the brands recognition‚ sales and bottom line. So‚ how do you make your marketing campaign “viral”? How do you get 2 million people to register to your company website? Let’s look at one of the largest luxury car brands to learn how. One of the first viral marketing campaigns that came to mind for this assignment was the BMW short films. The BMW short films were launched in 2002 as part of a large BMW marketing campaign
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Touch Points of Singapore Airlines Inspiration and choosing Booking‚ waiting and check-in Booking‚ waiting and check-in Touch Point 1 (Online) - App: Apple app‚ android app‚ mobile site‚ website - Social media - Word of Mouth - Bloggers/Review - Viral and email Touch Point 3 - Call Center/customer service - Web site - Travel Agency - In-store Purchase - Staff help - Book and cook service - Reminding email Touch Point 4 - Waiting Lounge - Airline advertising (Out-of-home) - Attractive and helpful
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This is an interesting but complex scenario where professional‚ ethical‚ legal‚ individual rights and public safety considerations are in interplay. The sheer volume of duty of care involved is paramount. a. I will attempt first and foremost indentify all the stakeholders involved in the scenario. b. Explore the Ethical aspect of the scenario with focus on the utilitarian approach and how it impacts on the individual players in the scenario c. Explore how the deontological approach support
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