Categories
Marketing

Read the article “Brand Leverage – Strategy for Growth in a Cost-Control World”

Read the article “Brand Leverage – Strategy for Growth in a Cost-Control World” by Edward Tauber (click HERE for the article). When reading the article, take a close look at the section “Types of Brand Extensions” (p. 29-30), and study the 7 types of brand extensions. While an old article, the framework is still applied in current markets and there are plenty of modern examples of such extensions. Then, Describe one (1) example of an actual brand extension you read about in the article that you found particularly interesting. Explain why you found this to be interesting. Use word-by-word quotes (“…”) from the article in your arguments.
Find two (2) recent examples of brand extensions in the current market. You can find your own examples, or use the ones featured on this site: https://www.prophet.com/2012/04/83-ten-routes-to-a-successful-brand-extension/. For EACH example, explain how it relates to one or more of the 7 types of brand extensions highlighted in the article. Use word-by-word quotes (“…”) from the article in your arguments.
Choose your personal favorite brand (other than any of the brands used in the article as examples). For this brand, come up with two (2) different brand extension ideas. For EACH extension idea, explain (a) how it belongs to one of the 7 types of brand extensions you studied in the article, and (b) why you think the extension would be successful. (IMPORTANT: Each extension idea must belong to a different extension type specified in the article).

Categories
Marketing

read the case “Wendy’s: Capitalizing on Emerging Social Media Trends” I uploaded

read the case “Wendy’s: Capitalizing on Emerging Social Media Trends” I uploaded below and then answer this question:
What are the key elements of Wendy’s successful social media strategy on Twitter?

Categories
Marketing

I want a good presentation(like a student explaining to the class)on Chapter 21

I want a good presentation(like a student explaining to the class)on Chapter 21 of the marketing management book(i will attach the pdf of it ), with notes under each slide of information on what to talk about when the particular slide is presented
There is no limit to no of slides, the presentation should come for 20 min of explanation
all I expect is to open ppt and just read the notes you gave and it should sound perfect

Categories
Marketing

Part 1. Visit your regular grocery store and pick 5 beers that you would be most

Part 1.
Visit your regular grocery store and pick 5 beers that you would be most interested in purchasing. For each beer brand you chose, answer the questions: (a) What is the name of the beer brand? (b) Why did this brand, among others, attract you in particular? (c) Without doing any research, what do you think would be the name of the company that owns the beer brand?
Part 2.
(a) Research the beer brand. Specifically, for eachbrand, go to Wikipedia and find out which company ultimately owns the brand. You might have to do some research and move up the ladder of owners and corporations. Write down what company owns each brand. (b) Briefly describe what you learned, or thought was interesting.
Part 3.
Read the article “Brand Relationship Spectrum (Click)” to learn about the difference between the four basic strategies in brand architecture: i.e., House of Brands, Endorsed Brands, Subbrands, and Branded House. Based on what you learned from the article, which of these four strategies is/are being used for the beer brands you chose? Explain. Use word-by-word quotes (“…”) from the article to support your arguments.

Categories
Marketing

Think about some of the subcultures to which you belong. 1. Identify two or more

Think about some of the subcultures to which you belong.
1. Identify two or more subcultural groups to which you belong.
2. Describe how you identify with these subcultural groups and how those groups affect your consumption patterns.

Categories
Marketing

read the case “Wendy’s: Capitalizing on Emerging Social Media Trends” I uploaded

read the case “Wendy’s: Capitalizing on Emerging Social Media Trends” I uploaded below and then answer this question:
What are the key elements of Wendy’s successful social media strategy on Twitter?

Categories
Marketing

Think about some of the subcultures to which you belong. 1. Identify two or more

Think about some of the subcultures to which you belong.
1. Identify two or more subcultural groups to which you belong.
2. Describe how you identify with these subcultural groups and how those groups affect your consumption patterns.

Categories
Marketing

Evaluate the secondary data available from various sources. Data source evaluati

Evaluate the secondary data available from various sources. Data source evaluations should include:
secondary data source name and website/location of data/information
data collectors (e.g., publishers) and rationale for collecting the data/information
data collection period
description of the collection’s contents
explanation of the how the data collection may be used in the project
Please provide a minimum of 500 words for this assignment; evaluate at least 4 sources.

Categories
Marketing

A social media crisis is any social media activity that can hurt a company’s rep

A social media crisis is any social media activity that can hurt a company’s reputation or ability to conduct business.
Instructions
Find an example of a company or brand that has encountered a social media crisis.
In 500 words or less, or a video recording, provide the following:
What is the company?
What was the crisis? Include pictures if available
How was the crisis identified?
How did the company respond to the crisis?
How long did it take to respond to the crisis?
Was the response received well by the public? If not, how could the response be improved upon?
Could the crisis have been avoided? If so, how?
What steps can the company take to prevent a future crisis?

Categories
Marketing

Please read the information below on Taza Chocolate and answer the questions tha

Please read the information below on Taza Chocolate and answer the questions that follow. Please incorporate learning from the book in your answers. Taza Chocolate
Taza Chocolate, a small Massachusetts-based manufacturer of stoneground organic chocolate made in the classic Mexican tradition, sells most of its products to retailers, wholesalers, and distributors throughout the United States. Individual customers around the world can also buy Taza chocolate bars, baking squares, chocolate-covered nuts, and other specialty items directly from Taza at the company’s website. If they live in Somerville, Massachusetts, they might even find a Taza employee riding a “chococycle,” selling products and distributing samples at an upscale food truck festival or open market on a weekend.
With a staff of about 20 people, Taza sources all of its ingredients directly from certified organic growers with whom the company cultivates a personal relationship. “Because our process here at the factory is so minimal,” says the company’s director of sales, “it’s really important that we get a very high-quality ingredient. … The cocoa beans are the most important. … When we source those, we pay a premium above even fair trade prices. We call it direct trade. To make sure that we’re getting the absolute cream of the crop, we have a direct face-to-face human relationship between us and the actual farmer that’s producing those beans.”
The company believes that dealing directly with its suppliers is the best business model for Taza as a small firm not only because it allows the company to meet its social responsibility goals but also because it ensures quality, which commands a premium price. “We’re a premium brand,” says the director of sales, “and because of the way we do what we do, we have to charge more than your average chocolate bar. … There’s usually a 40 to 50 percent markup between wholesale sales and the price … on the retail store shelf. So, say we sell a chocolate bar for $4.50 … then the wholesale price is going to be somewhere around $2.70 for that unit. … The distributor price [is] even lower, maybe around $2.” Distributors buy in the largest quantities, which for Taza means a pallet load as opposed to a case that a wholesaler would buy. “But wholesale will always be our bread and butter, where we really move the volume and we have good margins. … It’s been challenging for us to work with distributors. They’re always squeezing you on price, or trying to give you charge backs, or run promotions or do sales … whereas the average wholesale customer is, in our industry at least, … much more used to accepting what we give them in terms of promotions or pricing.”
Taza does almost no advertising, relying instead on Facebook, Twitter, a company blog, e-mail, and events that create buzz like chocolate salons, food shows, in-store tastings, and especially frequent sampling in upscale and organic food stores in big metropolitan areas. The company tries to cultivate the same sort of personal relationships with members of its distribution channel as it does with its cocoa farmers. “When we send a shipment of chocolate,” says the sales director, “sometimes we’ll put in a little extra for the people who work there. That always helps because you’re building that kind of human relationship.”
A privately owned firm, Taza has just begun shipping its chocolate products internationally to Canada and a handful of European companies. Its marketing channel definitely plays a role in delivering products that are fresh. Shipping perishable products to customers in the summer, for instance, can be a problem. But “having a distributor … that has a couple of thousand dollars of inventory in their refrigerated warehouse all the time changes that equation. It means the store can just order from that distributor, pay about the same price that they would pay if they ordered directly from us, [and] get the product probably the next day, with much lower shipping cost.
1. What distribution channels does Taza Chocolate use, and what do they contribute to the company’s overall marketing efforts?
2. Taza Chocolate prices its products differently based on the channel that is used for distributing them. Does this approach make good managerial sense? Explain your answer.
3. How does the concept of integrated marketing channels apply to Taza Chocolate’s product distribution system?
Each answer should be 150-250 words and is graded on six criteria:
Responsiveness – Is each question answered completely?
Quality – Is the response written clearly and in academic English?
Length – Is the response at least 150 words (but no more than 500 words) long?
Citations – Is the post free of plagiarism? Does the response properly use references in APA format when appropriate?
Evidence – Are ideas supported by outside sources or clear examples from your personal or professional experience? Are any sources you use reliable?
Timeliness – Is it submitted by the deadline?