Innovation can be defined as a continuous process, which is implemented in organizational practices to increase the product line and to inspire customer’s perception either in an existing or a new market. Market performance is measured through various parameters such as varying nature of market shares, profitability venture, increasing or decreasing the number of customer base and a fluctuating behavior of sales & revenues. Innovation is strongly related to market performance. It really impacts the behavior of market performance; however, the impact could be both positive and negative. When innovation brings a new product or a new service it may or may not be successful. Moreover, the market performance may produce a positive or a negative result as well. The following case study of Wrigley’s Orbit in UK market is aimed at understanding market trends that produce innovation in the market. Wrigley’s have started as a small business with just Continue reading
Marketing Case Studies
Case Study of Maggi: Brand Extension and Repositioning in India
The industrial revolution in Switzerland in the late 1800s created factory jobs for women, who were therefore left with very little time to prepare meals. This wide spread problem grew to be an object of intense study by the Swiss Public Welfare Society. As a part of its activities, the Society asked Julius Maggi miller to create a vegetable food product that would be quick to prepare and easy to digest. Born on October 9, 1846 in Frauenfeld, Switzerland, Julius Michael Johannes Maggi was the oldest son of an immigrant from Italy who took Swiss citizenship. Julius Maggi became a miller and took on the reputation as an inventive and capable businessman. In 1863, Julius Maggi came up with a formula to bring added taste to meals. Soon after he was commissioned by the Swiss Public Welfare Society, he came up with two instant pea soups and a bean soup Continue reading
Case Study: Lessons From the Dove’s Campaign for Real Beauty
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
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 of Nike: Building a Global Brand Image
Brand History The idea of Nike began way back in the 1950s. A track coach by the name of Bill Bowerman was at the University of Oregon training his team. Bill was always looking for a competitive edge for his runners, like most of us today look for any advantage we can get. Bill said he tried using different shoes for his runners as well as trying other things to try and make his athletes better. Bill tried to contact the shoes manufactures in attempt to try out his ideas for running shoes. This however failed. In 1955 a track runner by the name of Phil Knight enrolled at Oregon. Phil was on the track team under Bill. Phil graduated from Oregon and acquired his MBA from Stanford University. Phil went on to write a paper that talked about how quality shoes could be made over in Japan and they Continue reading
Case Study: Lessons from Blockbuster’s Downfall
With roughly 8,000 locations, the Blockbuster Company is a market leader in rental movies and video games. The businesses rented movies and video games to consumers for personal use. Blockbuster’s eyesight is to be a one-stop-shop for games and films. Its objective is to continue growing its fundamental rental business while leveraging its company image, massive database, retail locations, and cinema interactions to convey an even wider scope of home entertainment to existing and new viewers. The corporation has operations in the United States of America, Europe, Latin America, Australia, Canada, Mexico, and Asia. Blockbuster’s headquarters are in Dallas, Texas, and the company employs 58,561 individuals on a full-time, part-time, and occasional basis. The business made $5,287.9 million in income during the fiscal year ending January 2009, down from 4.6% in 2008. Blockbuster blamed the profit reduction mainly on non-cash asset impairments against its goodwill and other long-lived investments. By renting Continue reading