Cours sur la distribution en marketing - la logistique commerciale
Cours - 19 pages - Théories et stratégies marketing
Cours de marketing axé sur la distribution. Le choix d'un circuit de distribution est important en marketing (la nature des canaux choisis a une incidence sur toutes les autres variables du marketing mix). Une entreprise ne peut pas fixer ses prix avant d'avoir décidé si elle passera par...
El caso de U2 y Apple. Estudio del cobranding y de la campaña de comunicación
Étude de cas - 13 pages - Marketing NTIC
Para entender en que consiste este estudio, proponemos una definición del cobranding . El concepto más convencional de co-branding es el de asociación de dos marcas con el fin de potenciar el valor y la rentabilidad de las mismas. Para que esta asociación resulte exitosa es de vital importancia...
Ready meals vs. Pot Noodle
Étude de cas - 28 pages - Brand management
The aim of this report is to understand and analyze the consumer behaviour towards two products of two major brands which operate in a same sector. First of all, we chose the food industry in the specific market of “ready meals”; we immediately thought about Pot Noodles from Unilever,...
Consumer behavior : Dove vs Palmolive
Étude de cas - 15 pages - Comportement des consommateurs et clients
The advertisement shows eleven women just with their underwear. The colors of the picture permit to remind the flask of the shower gel (S.G) which is white and blue. The white color is reminded with the background of the picture and the underwear. The blue color is reminded with the website which...
Effective Advertising
Dissertation - 12 pages - Marketing des médias & communication
Despite rapid changes in the global environment and competitive landscape, advertising remains as the main marketing communication tool. Advertising cannot be solely creative and original, what is more important is that it should successfully fulfill its functions and achieve the objectives...
Analysis of Nespresso's targets - publié le 02/11/2006
Étude de cas - 8 pages - Théories et stratégies marketing
The usefulness of marketing is well renowned and appreciated world wide. However, a large number of small companies do not wish to have a strong marketing policy owing to its excessive cost. Its mode of functioning also seems to be difficult to master. Hence some feel that the ?real marketing...
The success of Bacardi Breezer in UK
Étude de cas - 7 pages - Marketing international
The purpose of this report is to analyze the marketing environment and segmentation possibilities for the product ?Bacardi Breezer'. This is done by applying the STEP analysis. Socio-culturally, the target audience for this beverage is women aged 18-44 and can be further subdivided as 18-24...
Le Merchandising - publié le 28/10/2006
Cours - 24 pages - Brand management
Cours complet de merchandising réalisé en deuxième année d'école de commerce. Ce cours explique les fondements du merchandising. Qu'est-ce que le merchandising, A quoi sert-il ? Comment les articles sont ils disposés dans les rayons ? Pourquoi ? Il précise également l'intérêt de...
The Gillette marketing strategy: The key success factors
Étude de cas - 13 pages - Brand management
Today, Gillette employs 28000 employees worldwide, has control over more than 60% of the world market and is present in 145 countries. The Gillette strategy is global and, aims to foresee the future (notably by the Committee horizon) and concerns the world which went up to “one...
Teoria y tecniques del consumo
Dissertation - 13 pages - Théories et stratégies marketing
En este trabajo mi intención es explicar cual es la conexión entre la semiótica, en particular la semiótica de Jean-Marie Floch, y la estrategia publicitaria de marketing. La semiótica ha empezado a interesarse a la análisis de la publicidad al inicio de los años sesenta con las reflexiones de...
L'environnement de la radio
Présentation - 32 pages - Marketing des médias & communication
Opportunités : Protection de l'équilibre du marché actuel. Des barrières à l'entrée pour les nouveaux entrants (effets d'expériences, investissements, coûts, réglementation, etc.) + les défenses de PDM (réactions vives et agressives des entreprises déjà installées). Secteur très concentré et...
Akte für die Ausfuhr des Weins in Deutschland - Die Appellation Lirac
Mémoire - 13 pages - Brand management
Im 17. Jahrhundert verursachte der Krieg der dreißig Jahre die vollständige Zerstörung der Weinberge Bayerns, Norddeutschlands vom Osten und vom Zentrum. Um die Sachen zu verschlechtern erschienen Krankheiten der Rebe ihr. Der Weinpreis verdoppelte im Raum einiger Monate, und die "Fälscher"...
Business plan : Bluegold, dehydration lingual tablet
Business plan - 39 pages - Brand management
Global consumption of water is on the double every twenty years on planet earth. It has been estimated that the consumption is more than twice the rate at which the human population rises. That being said, it can be easily inferred that the global water crisis is not chimerical. Undoubtedly, it...
Marktstudie : Brut de Rose, Fossier
Étude de cas - 5 pages - Marketing luxe
Der Biskuiter Markt ist ein wachsender und dynamischer Markt, der Nutzen auf die Image von der Region zieht. Trotzdem handelt es sich um einen Konkurrenzen Markt, mit vielen verschiedenen Etude de marché en allemand, pour le lancement par la marque Fossier d'un nouveau produit imaginé pour...
Analisis Interna y competitiva de la compañia Copefrut S.A.
Étude de cas - 13 pages - Brand management
Con el fin de realizar un análisis interno completa, es necesario tener en cuenta la oportunidad más importante del sector de las empresas exportadoras de pomáceas. En efecto, la oportunidad del sector nos permite de comprender la vía estratégica que deben seguir las empresas dentro de este...
Creating and launching a product
Guide pratique - 22 pages - Brand management
What kind of product can be created originally? Is it an umbrella which can dry itself when it is no more in use? It will be small and compact in terms of size. This would make it practical and easy to carry. It can be found in different colors such as yellow, orange, pink, red, blue, green,...
Comparison between Tiffany VS Bvlgari
Étude de cas - 45 pages - Marketing luxe
It is an astonishing fact that the jewelry sector is the largest in the luxury goods industry with a global retail sales amounting to $150 billion. The biggest contributor is the US. The US market represents a total of $ 43 billion in this industry. Some of the major players in the luxury...
Sergio Rossi : challenges in the emerging market
Étude de cas - 52 pages - Marketing sportif
History of the brand: Beginning of a shoe making career: Sergio Rossi acquired the art of shoe making by working along with his father. He established his own brand in the 50's at San Mauro Pascoli. Sergio's shoes mostly catered to the needs of the urban and sophisticated customers. As...
Burberry
Étude de cas - 49 pages - Marketing mode et prêt-à-porter
A distinctive luxury brand with international recognition and broad appeal. Design, source, manufacture, and distribute high-quality apparel and accessories. Great-Britain & position as the authentic British lifestyle brand. Repositioning of the brand: change of name, creation of distinctive...
L'Occitane et Body Shop
Étude de cas - 48 pages - Marketing distribution
L'Occitane et Body Shop semblent attractifs pour d´autres groupes du marché de la beauté car ces deux marques présentent une multitude de possibilités de diversification du portefeuille de leurs marques. L'Occitane: Fondée en 1976 par Olivier Baussan. Référence à la région...
Harvey Nichols in Hong Kong
Étude de cas - 43 pages - Marketing international
?To provide Hong Kong customers with the fun, fashion and feel-good experience.' This is the mission statement that was adopted and instituted in the UK market. Gradually, this statement was just not a statement by itself but proved its value when success was witnessed in the UK by adopting...
International luxury distribution: Coach and Polo Ralph Lauren
Étude de cas - 56 pages - Marketing mode et prêt-à-porter
A comparison between two garment companies has been undertaken in order to understand the brands and their international significance in all areas of growth, distribution, profit and finally the end-users i.e. satisfying the consumer demand. The two companies that have been targeted are "Coach"...
Calvin Klein & Tommy Hilfiger : Distribution
Étude de cas - 61 pages - Marketing mode et prêt-à-porter
Since the existing markets of Calvin Klein and Tommy Hilfiger were saturated and frozen, a new mode has been adopted by both companies to expand through new markets. The new expansion would be via distribution channels as well new target populations. American spirit is such that both aesthetic as...
Giorgio Armani: Company profile and strategy
Étude de cas - 37 pages - Marketing luxe
As coined by Giorgio Armani,'Elegance is not about being noticed, but about being remembered.' Giorgio Armani was born on 11 July 1934 in Piacenza, Italy. He began his career by working in a departmental store called La Rinascente, as a window dresser. Giorgio soon emerged as an Italian...
Et si le marketing sensoriel n'en était qu'à ses débuts...
Dissertation - 22 pages - Marketing sensoriel
Pour séduire le consommateur et se démarquer, les industriels et les distributeurs ne cessent d'innover. Ils misent de plus en plus sur la dimension sensorielle : une musique douce, des couleurs attrayantes, des senteurs évocatrices… et le consommateur ne reste pas indifférent. Les tendances...
Análisis de las fuerzas competitivas de la industria de las pomaceas
Dissertation - 13 pages - Brand management
La industria frutícola exportadora Chilena implemento iniciativas concretas, para demostrar a nuestros compradores que los productos Chilenos además de tener una excelente apariencia y sabor, podían ser considerados sanos y seguros. Para ello, se tuvo que realizar un diagnostico de la industria y...
A comparative analysis of the French baby wears market and its main competitors
Analyse sectorielle - 41 pages - Marketing mode et prêt-à-porter
In an analysis concerning European Consumer trends that I found on Mintel confirmed my feelings; showing that French consumers consider themselves much more fashion conscious and have a look at style at first when buying clothes, even for babies (61,3% look at style first against 41,4% of...
The definition of an e-business strategy: The case of Tubeknit Ltd
Dissertation - 12 pages - Digital & e-marketing
In this assignment, we will go through the concepts of e-business, the transformation of all business processes (organizational units, logistics, R&D, manufacturing, finance and marketing) through the use of Internet technologies and electronic communication. E-commerce will be related as a...
La fidélisation pour les produits stratégiques et / ou impliquants
Dissertation - 15 pages - Théories et stratégies marketing
La minorité est une notion de droit civil mais le droit commercial utilise énormément de notions de ce premier. En règle générale : le droit commercial dépend du droit civil. En d'autres termes le droit civil est le droit commun et le droit commercial le droit dérogatoire. C'est pourquoi il nous...
Le marketing expérientiel ou l'expérience de consommation, nouvel horizon des stratégies de différenciation des entreprises
Dissertation - 15 pages - Marketing sensoriel
Le consommateur d'aujourd'hui est « blasé ». Il s'ennuie face à l'homogénéisation de l'offre et aux efforts des marketers cherchant la différenciation ultime. Son comportement a radicalement changé. Il se laisse plus volontiers guider par la passion plutôt que par la raison si on lui en offre...
