Dove’s Campaign for Real Beauty has been started in 2004. The primary purpose of the campaign is to promote real images of women in contrast to thin and unrealistic images of models. This campaign shows that advertising is a strong communication medium that has a great impact on the attitudes and tastes, values, and choices of consumers. The campaign is based on visual communication and emotional appeal which influence perception of the message and forces information retrieval. The campaign was launched in England, the USA, and Canada as a response to declining sales caused by a saturated market and increased competition. The Purpose of the Campaign The practical purpose of the campaign is to increase sales and brand awareness. Dove is one of the top players in the body care market. However, Dove has many competitors, and thus it needs to come up with an efficient marketing tool to win Continue reading
Management Case Studies
Management case studies are real-life examples of issues and problems found in particular workplaces or business organisations. Case study assignments give the opportunity to relate theoretical concepts to practical situations. Most case studies are written in such a way that the reader takes the place of the manager whose responsibility is to make decisions to help solve the problem. In almost all case studies, a decision must be made, although that decision might be to leave the situation as it is and do nothing.
Case Study: L’Oreal’s Customer- Based Brand Equity (CBBE) Model
Customer-Based Brand Equity is defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand. The Customer-Based Brand Equity Model approaches brand equity from the perspective of the consumer — whether this be an individual or an organization. Understanding the needs and wants of consumers and organizations and devising products and campaigns to satisfy them are at the heart of successful marketing. BRAND SALIENCE: Created in France, L’Oreal Paris brings the sophistication and elegance derived from its French heritage to women and men all over the world. L’Oreal Paris offers leading-edge products that out-perform the competition to people who care more about the way they look. Our passion for innovation, performance, style and a sense of premium is encapsulated in the ‘because you’re worth it’ philosophy. Our core values are supported by our strong investment in scientific research and technology. Over a third Continue reading
Case Study: Social Anxiety Disorder Campaign by SmithKline Beecham
In 1987 Eli Lilly and Company won U.S. approval to sell Prozac, the first among a class of drugs called Selective Serotonin Reuptake Inhibitors (SSRIs) that treated clinical depression by elevating levels of serotonin–a chemical believed crucial to regulating mood–in the brain. Prozac’s effectiveness and lack of side effects compared to existing medications for depression revolutionized not only the way mental illness was treated by psychiatrists but also the way it was perceived by the public. By 1992, when Pfizer and SmithKline Beecham introduced their own SSRIs, Zoloft and Paxil, respectively, depression had lost much of its stigma in the United States. In the following years SSRIs became one of the best-selling prescription drug categories. For its first several years on the market, Paxil remained in third place among SSRIs, and SmithKline Beecham set its sights on new markets for the drug. In the mid-1990s Paxil won FDA approval for Continue reading
Case Study: Management Information System at Dell
Management information system involves the information system and the organization. MIS begins where computer science ends. Computer scientists deserve accolades for developing and delivering even more advanced forms of information technology: hardware technology; software technology; and network technology. Yet because no technology implements itself, there is more to MIS than just information technology. MIS has dimensions. The four interrelated dimensions of MIS are as follows: First, MIS involves not just information technology, but also its instantiation; second, MIS involves, as reactive and inextricable elements, both an information system and its organizational context; third, MIS involves information technology as a form of intellectual technology; and fourth, MIS involves the activities of a profession or corporate function which are integral to the essence of what MIS is. Dell Computer Corporation: Company Background Dell Computer Corporation is a major manufacturer of personal computers, computer peripherals, and software. Among the leading producers of computers Continue reading
Case Study: Tesco’s US Grocery Market Entry
Tesco is currently the UK’s most successful supermarket with a UK market share in excess of 30% and annual profits of some £2bn. It is the world’s fourth largest retailer. The company has developed internationally over the past 10 years particularly in Central and Eastern Europe and the Far East. International expansion is a key element of Tesco’s strategic development particularly as opportunities for further expansion in the UK become increasingly limited. In February 2006 Tesco announced that it was planning to enter the US retail grocery market. Tesco planned to invest around $400m ( £220m) per annum, over a five year period, in its US venture. This was estimated to be sufficient to pay for between 100 and 150 stores in the first year of operation. Tesco undertook detailed market research including visiting shoppers at home to see what they bought and asking people to keep a food diary Continue reading
Case Study: Frequent Restructuring at Sony Corporation
Sony Corporation is a multinational conglomerate based in Japan. The organisation’s core business is in Electronics and Entertainments. It has grow from barely 20 employees with about ¥190,000 as its capital in 1946 to today with about 150,000 employees worldwide and worth about $15 billion dollars on the share market as of May 2012. Sony has always put innovation as its main business focus. Due to its innovative business model Sony was able to bring us the very innovative products such as Walkman, Playstation, CD player and Camcorders and others. In the way all these products made Sony become a premium brand in the world, it can command the premium prices for its products. But later on Sony became so big, within there are many different divisions. The goal of Sony was to improve the financial performance and competitiveness of the company. Therefore, from the year 1994, Sony had gone Continue reading