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Marketing strategy
Developing marketing strategies and planning
Developing marketing strategies and planning
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KFC and Burberry brand revitalization.
It is often said that the business will have to develop its marketing strategy whether small, medium or large business because of the growing marketing and competitive business increased rapidly. Therefore, don’t be surprised if the business has failed and successful. The successful business around the worlds which are KFC and Burberry. Those are interesting marketing strategy because of the challenged of the marketing with a long time, experiencing the issue failed and band revitalization of marketing strategy. The main objective of this report studies brand revitalization between KFC and Burberry. How KFC and Burberry were able to revitalization its brand. In this report to divide into three main sections,
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Its luxury brand fashion from England. That has a problem the chav attack but become successful again which communication strategy to change the brand image thought digital media. It is Burberry, many believe, which is setting the agenda for luxury brands as they turn to digital to supplement offline sales, develop revenue streams, broaden their reach and appeal to a new generation of younger, affluent consumers (M. Phan et al., cited in New Media Age, 2010). There use online marketing strategy to promote their product through social media such as Facebook, Twitter and YouTube. Burberry was ranked the most popular FTSE100 Company on Facebook and Twitter, according to a report by social media agency Three-D in 2011(M. Phan et al., cited in Retail Week, 2011). But in the 2000’s Burberry has a problem the chav attack. That impact customer avoided buying it and that impact the Burberry companies nearly bankrupt. The chavs is young people that has characterized by brash, loutish and anti-social behavior. The hype did not even yield growing sales for Burberry as most of its low-income fans were satisfied with counterfeited products (M. Phan et al., cited in Power & Hauge, 2008). But Burberry become successful again. An essential part of the brand revitalization was an aggressive communication strategy to change the brand image. Advertising campaigns were shot by Mario Testing, one of the world’s most celebrated fashion photographers, and pictured …show more content…
That marketing increases rapidly show great marketing strategy in the brand revitalization. The brand values that helped make this happen included an emphasis on the chicken taste and that is family become first targets and youths second target. The marketing strategy use communications promote their product such as Advertising, In-store communications, In-store experience and other channels. Burberry becomes successful again after failed because of the brand revitalization was an aggressive communication strategy to change the brand image and use mass-media to advertising their product. That make customer easy to approach their product through social media. However, KFC and Burberry are both examples of successful brand revitalization and this show their marketing challenge that returns to success
Sarkar, A. N., & Singh, J. (2005). New paradigm in evolving brand management strategy. Journal of Management Research, 5(2), 80-90. Retrieved from http://search.proquest.com/docview/237238894?accountid=28644
Facts of the Case: In 2008, Samantha Elauf applied for a job at Abercrombie & Fitch, Inc., who as part of their “Look Policy” prohibit the use of caps. Elauf, as part of her religious practice, wore a headscarf to the interview. She was interviewed by assistant manager Heather Cooke, who gave her a score that qualified her to be hired. Cooke, however, was worried that Elauf’s headscarf was against the store’s policy and called her district manager Randall Johnson. She informed Johnson of her belief that Elauf wore her headscarf because of her religion, and Johnson replied that headwear whether it was religious or not violated the “Look Policy” of the store. Elauf with the help of the EEOC sued Abercrombie on the grounds of religious discrimination. The U.S Equal Employment Opportunity Commission (EEOC) is an agency established by the government of the United States that imposes federal laws that make it
Burberry today is considered one of the leading luxury brands of the word. Here is a synopsis of rise of Burberry:
Swinton, J. (n.d). How Burberry's digital strategy is boosting brand value. Available: http://www.theguardian.com/media-network/partner-zone-brand-union/burberry-digital-strategy-brand. Last accessed 20th March 2014.
Case Study: Victoria's Secret OVERVIEW Victoria's Secret, one of the world's most recognizable fashion brands, established itself in the Bay Area in the early 1970s. Originally owned by an ambitious Stanford graduate looking for a comfortable and high-end retailer to buy his wife lingerie, Roy Raymond opened the first store at Stanford Shopping Center. Styled after a Victorian boudoir, Raymond's success prompted him to open three other locations, a catalog business, and a corporate headquarters within a few years. His inability to balance finances with his creative vision, Roy Raymond fell into trouble and was forced to sell his company for the small sum of $1 million dollars to The Limited, an Ohio-based conglomerate owned by Les Wexner.
Victoria’s Secret represents the idea of sex sells as their main type of advertisement. When most people think about Victoria’s Secret they think bra’s but the product line varies it offers bra’s, panties, sleepwear, fragrances, swimsuits, clothing and shoes. Victoria’s Secret is an inspirational brand with sexy supermodels, top of the line photographers and aggressive advertising. Victoria’s Secret made buying lingerie not only an enjoyment but a must.
The unique heritage and Burberry’s Britishness are the significant resources that contribute to its success and premium price. Strong brand image as part of intangible assets contributes approximately 25% value to the organization in average (Keen 2003). To avoid discount or oversupply, Burberry needs to continue maintaining its long-term brand image (Berends 2004). Also, Burberry has a variety of product lines and attributes to high worth that makes it more competitive
The second step deals in creation of proper brand meaning through powerful and unique brand connection with the customers. The third step involves invoking positive brand response while the fourth one involves engaging the customers so as to build a brand affiliation aimed at enhancing active brand loyalty. However, some building blocks are requ...
Polo Ralph Lauren not only owned retail stores, but also under other retailers such as Nordstrom, Macy’s, Dillard’s, Belk, Saks Fifth Avenue, and various other retailers. The unique selling proposition of Ralph Lauren brands go about defining themselves as not like the others, is to develop a positioning that’s intended for a narrower target to make them unique. Most luxury brands fall into this fashion unique style categories. Ralph Lauren Company wants potential customers to know all the ways that they are better than others, and as a result their advertising focuses on product benefits. The result is to grab the attention of their customers. The emotional appeal of this brand is to increase your self esteem and leaves you feeling high class and
Because of the decreasing effectiveness in digital advertising, it is necessary that P&G considers brand building in the Marketing Department. I am outlining the recommendations of the benefits brand building would bring to P&G.
In the South Korean Gucci website “Bamboo Shoopper” bag costed from approximately ₩2,665,000. (Gucci 2012 q). Gucci South Korea used to announce the “Bamboo Shopper” bag Facebook Gucci Korea. (Facebook Gucci Korea 2013a).In the South Korean Gucci website “Gucci Icon new Bamboo” bag started from approximately ₩ 2,965,000 - ₩ 3,805,000 according to its style and collection Gucci (2012 i). Gucci South Korea used to announce the “Gucci Icon new Bamboo” bag not only in Facebook Gucci Korea web site but also from their own South Korean Gucci web site. (Facebook Gucci Korea 2013b), (Gucci 2012 s).Starting from the year 2011, mobile, tablet applications and internet has been the main channels which enable Gucci to effectively reach their consumers. (Euromonitor International 2013 g).Fashion shows which are important to display what is the last trend of the brands is in a close cooperation with the PR department because PR has to build different stories and inform public related with the brand. According to the information available in (Pricewaterhouse Coopers Accountants N.V. 2004), “for the 2003 year Gucci’s growth in their long term revenue and growth was depended on a quality fashion shows and a collaboration with the PR department” (Pricewaterhouse Coopers Accountants N.V. 2004:26).Fashion shows for each season is an effective way to take the attention again for the related consumer of the brand.
The topic also seeks to identify the marketing and promotional strategies that is most appealing to the people. The focus will be directed towards the American fast food companies that is Mc Donald`s, Burger King and KFC. In this view, the topic establishes the strongest advertisement among the three companies. Advertisements is a tool under promotion in marketing that is sells the products as well as the company to the customers. A good advertisement creates an added advantage to a company in terms of
The objective and aim of this paper is to provide details on the proposed solutions and interventions that will improve the brand management strategy of Procter & Gamble, given the concerns raised in the first paper. As a result of the diversifying consumer needs and increased competition, the product centric method of P&G might change its brand management approach from product promotion to driving up consumer value perception and changing brand portfolios in order to increase the level of consumer loyalty and traction on P&G products (Di Somma, “Why Brand Management will replace Marketing”). The format of this paper is designed to discuss the identified issues and challenges in the area of P&G brand management while also providing solutions
The review of relevant literature is to identify what's brand awareness and how to carry out in strategic marketing, and consumers' behavior. The study prove that the significant factors on brand awareness as a perception of product, service, and image of the company and has a tremendous effect on consumers’ evaluation of system results. From reading all of the relevant journals, it is understandable that the significant factors on building a successful brand image and awareness is consumers and their relationship with the brand, company, service and the product. Brand awareness is the vital importance to marketing strategy and marketing communications because it links customer behavior to firms’ financial metric. Keller (2001), noted, customers’ reaction toward brand awareness is associated profitably brand equity.
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or