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16 May 2009
ppt

Brand and communication - Nike: The goddess of marketing

Presentation - 5 pages - Services marketing

History Phil Knight and Bill Bowerman imported Japanese shoes and created BRS “Blue Ribbon Sports”. First polemic with the advertisement “you don't win silver - you lose gold” First partnership with football team Strategy of Nike Knight...

16 May 2009
ppt

Ben & Jerry and Iceverks : Marketing strategy in Russia

Presentation - 20 pages - Services marketing

The Russian systems were undeveloped and inefficient and the Russian mafia has gained enormous power. For example, the company had to pay as much as 30% of their monthly profit for mafia protection. Russians in Moscow consume 170 tons of ice-cream per year and 98% of which is vanilla. When the...

16 May 2009
doc

Communication strategy & plan: Cif case study

Case study - 8 pages - Services marketing

Cif is a very old brand in its sector of cleaning product and has a very strong image, but is too much associated to restrictive and occasional use. As a communication agency, I was asked to think about a new communication strategy which could make Cif appears as more usable, more easily...

16 May 2009
doc

Perrier fluo analysis

Thesis - 4 pages - Services marketing

Perrier is a very well known company in Europe, which is usually associated with a French style. Perrier is under the control of Nestlé water, who bought the company in 1992. Since this acquisition Perrier has tried to change its image and tried to target a younger audience, to be present in the...

16 May 2009
doc

Strategic marketing assignment: Nespresso

Thesis - 9 pages - Services marketing

Coffee is not just a hot drink that wakes us up in the morning anymore. It is becoming a moment of pleasure and relaxation. I have chosen to analyze a brand, Nespresso, that drives luxury through a product basically considered as a consumers good: coffee. Therefore, we ask ourselves several...

16 May 2009
doc

Negotiating a sponsorship deal

Thesis - 4 pages - Services marketing

Sponsorship is often set up in order to establish long term relationship and agreement between a rider and a company. Here is our negotiation folder on how to negotiate a sponsorship. We choose to base our research on the snowboarding area because we think it is very popular in...

15 May 2009
doc

The evolution and implementation of the marketing concept

Thesis - 7 pages - Services marketing

Since its introduction in 1950's the marketing concept has been criticized, broadened, and blamed for the current decline in the competitive world. Have critics failed to recognize what marketing concept really is? The Marketing Concept was created in the 1950's just after the World War...

14 May 2009
doc

Societal marketing concept - Discussion on the different ways by which organizations can become more ethical and socially responsible in their marketing activities

Thesis - 7 pages - Services marketing

Consumers have shown an increasing interest in ethical issues over the last few years. Consequently, ethics has become particularly relevant in marketing, as it represents the interface between the company and the customers. This paper discusses the different ways in which an organization can...

14 May 2009
doc

DĂ©cathlon an example of segmented marketing

Thesis - 10 pages - Services marketing

In 1976, Michel Leclercq created Decathlon. The first supermarket, which sold sports articles, opened in Englos, near Lille. It was a new concept in France: equipping every sportsman from amateurs to professionals at the best prices. In 1986, “Decathlon Production” is born. His...

14 May 2009
doc

Dorel Juvenile Group

Thesis - 10 pages - Services marketing

Dorel Juvenile Group is a part of Dorel Industries, which is a global consumer products company. Dorel Industries is divided into three independent business segments: Juvenile, Home Furnishings and Leisure. Dorel employs approximately 4,800 people and its products are sold over 60 countries all...

14 May 2009
doc

The male magazines: Market study

Market study - 14 pages - Services marketing

Magazines such as FHM, Entrevue, Men's health, Max, are today widespread not only by their target public, i.e. youngsters and young adults, but also by the grown-ups in general. How is this possible, given that the whole lot was not even issued in 1997 in France? The story began in the UK in 1994...

14 May 2009
doc

The principles of direct marketing

Thesis - 8 pages - Services marketing

Direct marketing (D.M) is a method of marketing. Transactions are between buyer and seller. “D.M is tailor made-marketing” because the technique is to avoid a unique strategy for all the customers or all the prospective customers. It is focused on the individual customer. The key of D.M...

14 May 2009
doc

The role of music in commercial television advertising

Thesis - 17 pages - Services marketing

This thesis is written for the Bachelor of Business Studies final. It is a fully literature- based thesis so only literature research is involved. This thesis is about the role of music in commercial television advertising. To reach a satisfying solution to this problem,...

14 May 2009
doc

Cause marketing: Trend or basic notion of marketing?

Thesis - 9 pages - Services marketing

“1 liter bought, 10 liters extracted in Niger with UNICEF”; for four months we could see this inscription on the Volvic water bottles (to February 15th until June 15th 2007). Since few years we can see this type of shares progressively growing. In the aim to understand this...

13 May 2009
doc

Cause marketing: trend or basic notion of marketing? - published: 13/05/2009

Thesis - 10 pages - Services marketing

“1 liter bought, 10 liters extracted in Niger with UNICEF”; for four months we could see this inscription on the Volvic water bottles (to February 15th until June 15th 2007). In the last few years we can see this type of shares progressively growing. In the aim to understand...

13 May 2009
doc

The low cost airline market

Thesis - 6 pages - Services marketing

Our future business career will conduce us to travel around the world. The way of traveling is a factor which influences international relations. The emergence of the low cost airlines has modified the traditional market. During our 4 years at ESTA, we have been directly touched by the low cost...

13 May 2009
doc

Media, messages and styles used by Indian marketing communicators of films

Thesis - 17 pages - Services marketing

India is the world's largest producer of films by volume - producing almost a thousand films annually. However, revenue-wise, it accounts for only 1 percent of global film industry revenues. The Indian film industry comprises of a cluster of regional film industries, like Hindi,...

13 May 2009
ppt

Retail marketing and strategies: A look at India (15 slides)

Presentation - 5 pages - Services marketing

This presentation deals with retail marketing in India and lists some ways to improve the market standing of the product and the retailer. Some of the points covered are advertising media comparison charts and public relations / publicity objectives for retailers. The presentation also...

12 May 2009
doc

Marketing case: Kinder Surprise

Thesis - 4 pages - Services marketing

All of us have childhood memories that we cherish and very often there are little things such as smells and foods that take us back to our past. One such thing is Kinder Surprise manufactured by Ferrero, a mix of sweets and fun that has been putting smiles on children's faces ever since it was...

12 May 2009
doc

The Bourjois trademark

Thesis - 3 pages - Services marketing

Bourjois is a modern and very well-known trademark. It proposes perfumes, make-up and personal hygiene products (shower gels, deodorants and body creams) which can be found in supermarkets and hypermarkets (Carrefour, Leclerc …), in perfume shops (Sephora …) or in department stores...

12 May 2009
doc

English applied to management: DEOPatch

Thesis - 6 pages - Services marketing

Since several years, technical improvements, combined with the evolution of the buying power and the social remuneration systems, allow to satisfy people's primary needs. Most of French people don't have to worry about getting food, clothes or a house. Such items that serve further functions...

12 May 2009
doc

Abolition of advertising on TV public channels

Thesis - 5 pages - Services marketing

The French government is working on a bill which is supposed to be subjected to the Parliament and voted before summer 2008. This bill aims to the abolition of advertising on TV public channels of the France Televisions group. Actually, on January 17, 2008 the French President...

12 May 2009
ppt

The mechanism of advertising (21 slides)

Presentation - 5 pages - Services marketing

Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertisers include not only business firms, but also museums, charitable organizations, and government agencies that direct messages to target the public. Ads are a cost...

12 May 2009
doc

Fair Trade: Evaluating the model's success based on its workability as a market-based model

Thesis - 4 pages - Services marketing

In order to create a niche market, a quantitatively significant group of consumer in developed countries must be willing to purchase Fair Trade agricultural products instead of mainstream products. Consumers' role in international trade is to create demand for a given product, as without it a...

12 May 2009
doc

Should the company treat the world as one marketplace, approached with standardized brand marketing, or make local brand adaptations?

Thesis - 5 pages - Services marketing

Since the beginning of the twentieth century, brands have existed in individual countries but it's a new phenomenon in international marketing. According to Bradley (2002), “many features of a brand already successful in a domestic market may be used in international marketing: the logotype...

12 May 2009
doc

Competitive environment analysis: H&M

Thesis - 8 pages - Services marketing

We chose to write our report about H&M for many different reasons. First of all, even if we focus on the French market, the fact that H&M is a global brand, operating from nearly everywhere in the world, both made us sure that we would have to analyze a very strong and efficient strategy, and to...

12 May 2009
doc

Mary Kay cosmetics: Asian market entry

Thesis - 10 pages - Services marketing

Mary Kay Cosmetics (MKC) is an American company that deals directly with selling of cosmetics and toiletries products. It has existed for 15 years since 1992. It is implanted in 21 countries and planning to market 4 or 5 new markets. It is a “feminine...

12 May 2009
doc

The situation of the French energy market within the European Union: Case study

Thesis - 6 pages - Services marketing

Since its conception, the EU has been aware of the importance of energy issues. The European Coal and Steel Community (ECSC), formally established in 1951 by the Treaty of Paris, served as the European Atomic Energy Community (EURATOM) as the foundation for the modern-day European Union. EU aims...

12 May 2009
doc

'Le Furet du Nord': Management and marketing

Thesis - 6 pages - Services marketing

Le Furet Du Nord is a famous shop which sells books, CDs, and DVDs. It is located in Northern France. The main store was set up in 1959 in downtown Lille. Today, people say that Le Furet Du Nord is one of the biggest European bookshops (the main shop is 7000 square meters large on 8 levels). The...

11 May 2009
doc

Creativity in advertising agencies

Thesis - 4 pages - Services marketing

Building an advertising campaign requires a great deal of advice. You are not going to venture to communicate for a company without knowing its needs perfectly. It works on the same for products or services. This exploration work, which is realized upstream, has to be realized minutely. Its...