Bob Parsons sold his first successful company, Parsons Technology, in 1994, and in 1997 he used the proceeds to start a new company, Jomax Technologies. Unsatisfied with the Jomax name, Parsons and his staff came up with the more arresting moniker Go Daddy. As Parsons told Wall Street Transcripts, the name worked ‘‘because the domain name GoDaddy.com was available, but we also noticed that when people hear that name, two things happen. First, they smile. Second, they remember it.’’ After an unsuccessful attempt to establish the company as a source for website-building software, Parsons reinvented Go Daddy as a registrar of Internet domain names, buying unused website names and then reselling them to individuals and businesses in need of an online presence. Go Daddy also offered auxiliary services and products enabling customers to launch their sites after the domain-name purchase, including (as in the company’s early days) software for building Continue reading
Advertising Case Studies
Case Study: “Dude, You’re Getting a Dell” Ad Campaign by Dell
Michael Dell began working with computers at age 15, when he took apart a brand-new Apple computer to see if he could rebuild it. He could. In the 1980s Dell began rebuilding and selling computers from his University of Texas at Austin dorm room, naming his company PCs Limited. In 1985 the company developed its own computer, the Turbo PC, which was advertised for direct sale in national computer magazines. Consumers were attracted by the low prices, so much so that the company grossed $6 million in its first year of business. In 1987 PCs Limited changed its name to Dell Computer Corporation, and in 1992 Fortune magazine listed Dell as one of the world’s 500 largest companies. Sales climbed dramatically, giving even the century-old IBM something to worry about. Within a decade Dell had become the largest seller of personal computers in the United States. It lost that spot Continue reading
Case Study: Dove’s Campaign for Real Beauty
Unilevers Dove brand was launched in the market as a cleansing bar soap in 1957. The soap was based non-irritating cleaner and moisturizing component. By 1970s, Unilever had enhanced the soap into a beauty bar, which was milder and promised women of moisturized skins. The popularity of the soap at this time soared, and Unilever started expansion into the global market and by 1996, the brand was selling in over 80 countries. Between 1995 and 2001, Unilever expanded the range of products under the dove brand to include moisturizers, face creams, deodorants, shower gel, shampoos, conditioners, among other wide range of beauty and care products. The key features and attributes of the brand such as its soft colors focused on promoting it as a rejuvenating, calming and exfoliating product brand with milder effects on the skin and high performance moisturizing abilities for dry skins. As the Dove brand mainly targeted Continue reading
Case Study: PepsiCo’s International Marketing Strategy
Pepsi was created by chemist named Caleb Bradham. He was inspired to experiment with various products and ingredients to create a suitable summer drink that became highly sought after way back in the summer of 1898. It was this summer inspiration that later evolved into what we now know as Pepsi Cola. The company was launched officially in the year 1902. The beginning of Pepsi Cola was in the back room of his pharmacy, but recognizing its potential, Caleb soon started bottling the product so that people all over can enjoy it. As the years passed, Caleb started franchising the bottling of the drink to different people in different locations. Soon Pepsi Cola was being sold in 24 states across the United States. When World War I broke out, the company went bankrupt and Caleb had to sell the trademark to a stock broker from North Carolina. But he too Continue reading
Case Study: Apple Switch Ad Campaign
By June 2002, after 18 months of new products that included the eMac, OS X operating system, G4 processor, iPod, and new flat-screen monitor, Apple Computer, Inc., still held only 5 percent of the U.S. market and between 2 and 3 percent of the worldwide market in personal computers. Apple’s proprietary lock on technology in the 1980s had forced hardware manufacturers like Dell, Gateway, and Compaq to avoid Apple software and to ship their PCs with Microsoft’s operating system. Apple isolated itself from the masses even more with its 1997 ‘‘Think Different’’ campaign, which associated the brand with revolutionary figures like Mahatma Gandhi and John Lennon. It was to attract a broader range of computer users that Apple launched its ‘‘Switchers’’ campaign in 2002. With the cost estimated at $75 million, the ‘‘Switchers’’ campaign was executed by Apple’s longtime partner and marketing firm TBWA\Chiat\Day (TBWA\C\D). Using print, television, and the Continue reading
Case Study: BMW’s “The Hire” Ad Film Camapaign
BMW (Bayerische Motoren Werke Aktiengesellschaft) is one of the world’s leading luxury carmakers. Founded and based in the Germany, BMW group employed over 100,000 people, making and distributing a series of successful, premium-priced passenger cars and motorcycles. In addition to its manufacturing operations, BMW also provides financial services to support its worldwide sales and distribution of cars and motorcycles. BMW was initially established to build aero engines during the First World War. By 1945, company was still country’s leading aero engine manufacturer. But by 1928, BMW has also started making cars, when it got the license. It was later when BMW became one the biggest automobiles maker in Germany. But after the Second World War, company was laid into ruins. The demand for aero engines subsequently disappeared. Its factories and other capital equipment, which were located in area now controlled by Soviets, were under serious threat. At this point of Continue reading