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'Adoption Life Cycle'에 대한 case study

Q1. How can it be that some people adopt a certain innovation while others do not?According to the adoption cycle, number of people owning an innovation increases but the growth rate decreases. Some innovation like TV have become a commodity, a product that everybody owns, but products such as smart watches or even 3D printers, have become products that not many people own, maybe because it has not become that popular or because it is not recognized as a commodity.

경영/경제| 2019.03.10| 4페이지| 1,000원| 조회(87)

마케팅, Chasm, 고급마케팅, adoption life cycle

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'Harley Davidson'의 building brand community에 대한 case study

Harley Davidson: Building Brand CommunityThings to do:Explore the homepage of Harley-Davidson, including the owner page.Watch a video at Hyperlink "https://www.youtube.com/watch?v=7Kn2nIk70j0" https://www.youtube.com/watch?v=7Kn2nIk70j0Do some more Google search for the HOG (Harley Owners Group) and its brandfests.Points to be delivered in the write-up.Identify how the HOG is operated. What are the values of the group for the company its members, respectively.HOG(Harley Owners Group) is the official riding club of Harley-Davidson. The main value is to promote not just consumer's products, but a lifestyle. It was created in 1983 as a way to build a longer-lasting and stronger relationships with Harley-Davidson's customers. Much of the intent is to present Harley-Davidson as an American icon, with the focus of authenticity and pride of being American-made.In their article, “Brandfest: Servicescapes for the Cultivation of Brand Equity,” McAlexander and Schouten claims that there are four relationship, HOG tries to make the group be more central to the consumer's identity. This means that consumers want to identify themselves with HOG and vice-versa. So, the brandfest fosters deeper consumer appreciation for product capabilities and also for their own capabilities as owners. Through this action, HOG tries to make consumers be more loyal to the brand.2. Consumer-brand relationship: To have a consumer-brand relationship, HOG displays banners, t-shirts, and even has a semi-truck and trailer that houses the traveling of Harley-Davidson museum. Also, HOG offers child day-care, staffed by local school teachers that offer coloring contests and miniature Harleys. Apart from that, it also has a customization of clothing show and directs seminars on topics about riding safely, motorcycle maintenance, and care of leather riding apparel. Through these resources, it exposes consumers to more brand identity.3. Consumer-company relationships: Hayley-Davidsons conducts stage forums to ely alongside customer and lower-level employees at reunions.4. Inter-consumer relationships: By having consumer to consumer relationships, the company creates barriers of exist to brand ownership. In order to do this, they form the social fabric of a true subculture of consumers bound together by shared values, goals and activities. They try to create an image that says: 'to change brands is to abandon a significant and supportive social network'.Taking lessons from the Harley’s brandfests, identify ways or mechanisms for cultivating customer loyalty through brandfests.Brandfest plays an important role not only for building brand equity, but also for providing the benefit to current customers. Consumers who are involved in brandfest show their trust and loyalty and have a strong connection with the brand.Harley Davidson cultivate consumer loyalty by facilitating of experience with the brand. Harley established a HOG(Harley Owners Group) and they provide weekly or monthly events and acce, on the other hand, have both positive and negative impacts. On the positive side, people can be facilitated and challenged to extraordinary experience. On the negative side, high risk can yield to dissuade people from participating in certain key events. Thus, it needs to be balanced between tameness and excitement.As a result, these efforts have helped to gather over a 10 million people into HOG from all over the world.What would be a marketer’s role in the development and maintenance of brand community?The brand influence has increased these days and brand community has become center stage. It happened because consumers were starting not to believe the product in the advertisement. Because of this, the company and the brand start attempting to create the community so that they can place a faith and trust in consumers. Harley Davidson is the best example of using this marketing strategy. As a marketer, there are some rules for developing and maintaining the brand community.First, important for brand community. Harley Davidson, for instance, have been building up a brand community through shared lifestyle and taste. Moreover, finding out consumer’s demands and preference can help the brand to yield strong consumer loyalty.Lastly, marketer needs to be aware of the importance of corporate presence. Once the brand build a strong relationship with consumers, they can easily get a feedback from consumers. Loyal consumers are more than willing to tell the truth and give an advice that will support the brand community.Overall, Harley Davidson could make a strong and passionate brand community by applying brandfest. Furthermore, marketers should think about virtual brandfest, considering the internet’s importance to corporate presence and physical attendance.During the events, company and customers can be reinforced. Consumer will have more opportunity to know about the products. by meeting other people, they can share useful information.Can segment the group not only bhem.

경영/경제| 2019.03.10| 4페이지| 1,000원| 조회(112)

마케팅, Brand, 오토바이, 할리 데이비슨, community, 고급마케팅, h..

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'Fast Fashion'에 대한 case study

* A typical fashion cycle is three years, but Spa brand is drastically reducing it. - The advent of fast fashion has reduced the spending on clothes. In fact, in the U.S., the proportion of clothing in household spending has declined by half in 40 years since the introduction of fast fashion.- There are many cases of impulse buying. In the case of the Millennial Generation, they tend to buy on impulse because of the low price of the Spa brand.

경영/경제| 2019.03.10| 2페이지| 1,000원| 조회(95)

마케팅, MARKETING, 패션, Fast Fashion, 고급마케팅, 패스트 ..

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'Dove'에 대한 case study

DOVERead the following three articles. Do your own Google search to find out more information on DOVE. You don’t have to pay attentions to every detail of the article. Getting idea on how Dove’s branding has been evolving would be OK.Darling, I'm having the most extra-ordinary experience...I'm head over heels in Dove!' As the beauty bar turns 60, we look back on the vintage ads that helped make it a household name: Hyperlink "http://www.dailymail.co.uk/femail/article-4103774/Darling-m-having-extra-ordinary-experience-m-head-heels-Dove-beauty-bar-turns-60-look-vintage-ads-helped-make-household-name.html" http://www.dailymail.co.uk/femail/article-4103774/Darling-m-having-extra-ordinary-experience-m-head-heels-Dove-beauty-bar-turns-60-look-vintage-ads-helped-make-household-name.htmlEvolution of Dove Hyperlink "http://strategyonline.ca/2007/12/01/tributedove-20071201/" http://strategyonline.ca/2007/12/01/tributedove-20071201/Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Mile you wash'. -> Advertisement through black-and-white newspaper along with TV; also, print ads pictures mainly to focus on facial benefits of the product.[1967-77] Later with the feminist movement, Dove first began to use 'real women' in its advertising by using testimonials of women made before a hidden camera.[1977-87] Used a seven-day test: 'after seven days with Dove, my skin feels much softer'. Also, the tagline changed from '1/4 cleansing cream' to '1/4 moisturizing cream'. Lastly, it used an expert-trust message and ads by illustrating that dermatologists approve it.[1987-97] Use of litmus test: offering visual, scientific proof of Dove's superiority.[1997-2007] With the Internet era, various ways to advertise Dove -> led to the launch of new products: deodorant, body lotions, cleansers and shampoo. Also, viral films such as: 'Evolution' and 'Onslaught', helped to the advertisement.Refer to the customer-based brand equity model that we learned last Monday (refer to the class slcy.Imagery Dimensions: Dove tried to connect their advertisement with historical events that happened in the country (ex: feminist movement, equality movement).Judgement Dimensions: Through the litmus test, Dove showed the visual, and scientific proof of Dove's superiority.Feelings Dimensions: Dove tried to have a feeling of self-respect because women were not respected that well before, so there was a sense of respect to women.Resonance Dimensions: Dove tried to make consumers, especially women be affiliated and proud that they are using Dove instead of a dry soap.[After real beauty campaign]Salience Dimensions: advertisement by video through Youtube and encouragement of audience participation.Performance Dimensions: use of FBI-trained sketch artist to look credible.Imagery Dimensions: Sincere brand personality through the video.Judgement Dimensions: it didn't really show how good Dove the soap itself is.Feelings Dimensions: Dove tried to encourage the feeling of love and self-esteem.onsumers play important roles in brand management. Spend some time searching for information to find how the real beauty campaign sparked consumer engagement with Dove. How does this influence the meaning of the brand?In most societies, advertising plays an important part of commercial activity. A good advertisement helps the company to increase their sales. Dove used by the social networking site such as Youtube and TrueView, with taking advantage of the power of word of mouth marketing.Dove tries to understand women’s predicament and instead of selling them products to make them feel better, Dove wins favor by empowering these women. 71% of the women polled said that they felt more beautiful since they had experienced the campaign. Moreover, Dove has been collaborating with Girl Scouts of the USA to promote self-esteem and leadership programming. Through this collaboration, Dove is able to spark consumer engagement.The benefit is enhanced brand image and reputation. The real beauty ce four main participants and three of them were white female who have blonde hair with blue eyes in advertisement. Of course, there were other races, but they were on the screen for a short period of time.Furthermore, the real beauty campaign emphasized on women’s appearance. The goal of the real beauty campaign is promoting the importance of their intelligence and wit and ethical sensibility. However, the campaign seemed to only care about faces and bodies.It is true that the real beauty campaign did not have much diversity and focused on women’s appearance. However, even given that critics, the campaign influenced a lot of people. If people think that the campaign is fake, the campaign would have failed. However, the campaign touched the hearts of many people from all over the world.What would be the effect of the campaign on the brand if it were for cosmetic brands such as Make Up for Ever?We think that cosmetic brands such as Make Up for Ever will not have much effect on people thrnds.

경영/경제| 2019.03.10| 4페이지| 1,000원| 조회(141)

마케팅, MARKETING, 도브, 고급마케팅, dove

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'Disney'의 Consumer Products에 대한 case study

Disney Consumer ProductsDo some Google search to find information on the impact of food marketing on childhood obesity. Do you think that Disney is also responsible for child obesity?Obesity rates have steadily climbed in America. More seriously, obesity in children continues to increase every year. According to Institute of Medicine(IOM), IOM states that marketing strongly influences children’s food preferences, requests, and consumption. It indicates that food marketing affects the growths of children obesity as well.For this reason, I strongly believe that Disney is also responsible for child obesity. Due to the huge success of the business, Disney was able to acquire the ABC television network and expand their business into television station, radio station, and newspaper market. Moreover, Disney have more than 2,100 packaged food and beverage products and most of them are composed of candy and ice cream.I believe that Disney is using these channels to advertise their products. Chiare consisted of candy and ice cream.Disney can bring competitive advantages by being able to directly participate in the children’s food business. Even though Disney is dominated in licensors of characters, there are still many competitors. Nickelodeon, for instance, explored new licensing partnerships for fruits and vegetables. If Disney do not react quickly to changing market environment, they could not survive.However, definition of healthy food is broad and need to include items that were inherently healthy like fresh fruits and vegetables. Moreover, Disney have a large percentage of sweet and treats. If Disney wants to do children’s food business, they must give up sweet and treats such as ice cream and candy.DCP believes that good food should be offered in an entertaining way to kids, in short “good food, great fun.” How important is it for food for children to be “fun”?Kids play an important role in making purchase decisions. When DCP studied on the food business opportunity, r obesity? For this question, check the company’s major business segments.There are four major business segments in Walt Disney Company: Media Networks, Parks and Resorts, Studio Entertainment, and DCP. Not only DCP tried to reduce child obesity by creating food product standards and nutritional guidelines, but also other three major business can reduce child obesity.First of all, Disney can help in reducing child obesity from Media Network. Media have a huge impact on children’s diets. Companies support sales of kid’s food, with marketing budgets totaling an estimated $10 billion annually. Disney can play an important role in reducing child obesity by banning a junk food advertising on programs for children.Moreover, Disney can start a campaign to reduce child obesity in Parks and Resorts, and Studio Entertainment. Over 100 million people visited Disney theme parks annually. And Disney theme parks have been built all over the world. It will have efficacy when they launch a nationwide cmodel, Disney creates and designs the product and featured their brand. However, licensee would handle manufacturing, sales and marketing. It will work well if DCP could lead to the product development.Direct to retailer: it gives a right to retailers to sell brand and character directly. Retailers could source the manufacturing themselves and manage sales and marketing. Using this model, DTR was able to success with large retailers like Wal-Mart and Target. Moreover, it is popular around retailers because they can ease the pressure on national brands. Direct to retailer, on the other hand, also need to focus on product development and innovation.Direct-to-retail occurs when retailer and licensor (franchise owner) come to an agreement directly with each other where the retailer becomes the licensee as well as the seller of the product. With this agreement, the retailer takes charge of the manufacturing process to produce the agreed products and obtain the right to sell them afterwards.y and make them more fun. The third was to use packaging to inspire product sampling.I think that taking products that were already healthy and make them more fun would work for reducing child obesity. Disney has already adapted well to sourcing model. Most of Disney sales comes from character licensing, so I do not think that Disney need to invent a healthy food. Disney brand name is strong enough and there are many loyal customer, so that many companies will be willing to be partners. By cooperating with exist products, Disney will be able to reduce child obesity.Overall, do you think that “Disney magic” will work to reduce child obesity? How important is Disney’s move in the effort to reduce childhood obesity?I believe that Disney magic will work to reduce child obesity. Kroger is the second largest supermarket in America and they have a aggressive marketing products through in-store signage, advertisements. Billboards, and so on. Consumers can easily access to Disney magic by visith.

경영/경제| 2019.03.10| 4페이지| 1,000원| 조회(119)

마케팅, MARKETING, 전략, 고객, 디즈니, Disney, Consumer, 고급마케팅

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