Besides being one of the NASDAQ’s fastest-growing stocks during the late 1990s, Cisco was also the world’s leading producer of switches and routers that directed traffic across the Internet. In 1998 Cisco released advertising that encouraged Internet usage, which in turn increased the demand for Cisco’s hardware. Two years later Cisco’s ad agency, Hill, Holliday, Connors, Cosmopulos, Inc., introduced a $43.8 million campaign with the tagline ‘‘Empowering the Internet generation.’’ The campaign’s television spots, including one titled ‘‘Factory,’’ featured Cisco’s hardware increasing businesses internet usage, which indirectly boosted the businesses profits. After the technology sector plummeted in late 2000, Cisco did not release a campaign for almost three years. In June 2002 Cisco awarded its advertising account to DarkGrey, the technology unit of Grey Global Group. For its first few months doing business with Cisco, DarkGrey developed a campaign with the tagline ‘‘Advancing the human network.’’ None of the DarkGrey Continue reading
Marketing Case Studies
Case Study of GUCCI: Transformation of Luxury Branding
Guccio Gucci opened a small shop selling leather goods on the via del Parione in Florence in 1923. He sold luggage imported from Germany and offered customers with repair services. As the luggage business prospered, he opened his own workshop to produce his own design. The business in the 1920’s created huge profit and success however in the 1930’s Gucci began to face some challenges when the sanctions imposed on Mussolini. He faced shortage of imported leather yet this challenge gave him innovated idea of using new materials such as canvas and produced small leather goods, wallets and belts that are still big part of the Gucci company. Gucci became an internationally known luxury brand after World War II and over the next two decades the company flourished. In the1970s Gucci began to fall down due to internal conflict. Most of the conflict was between Aldo and Rodolfo Gucci, the Continue reading
Case Study of KFC: Establishment of a Successful Global Business Model
By mid 1950s, fast food franchising was still in its infancy when Harland Sanders began his cross-country travels to market “Colonel Sanders’ Recipe Kentucky Fried Chicken.” He had developed a secret chicken recipe with eleven herbs and spices. By 1963, the number of KFC franchises had crossed 300. Colonel Sanders, at 74 years of age was tired of running the daily operations and sold the business in 1964 to two Louisville businessmen — Jack Massey and John Young Brown, Jr. — for $2 million. Brown, who later became the governor of Kentucky, was named president, and Massey was named chairman. Colonel Sanders stayed in a public relations capacity. In 1966, Massey and Brown made KFC public, and the company was enlisted on New York Stock Exchange. During late 1960s, Massey and Brown turned their attention to international markets and signed a joint venture with Mitsuoishi Shoji Kaisha Ltd. in Japan. Continue reading
Case Study: The Meteoric Rise and Fall of Uber’s Founder Travis Kalanick
Travis Kalanick is an American entrepreneur and the co-founder of Uber Technologies Inc., a ride-hailing company that revolutionized the transportation industry. He was born on August 6, 1976, in Los Angeles, California. Kalanick grew up in a middle-class family and showed an early interest in entrepreneurship. Kalanick attended the University of California, Los Angeles, but dropped out before completing his degree to pursue his entrepreneurial ventures. He co-founded his first startup, Scour, a peer-to-peer file-sharing company, in 1998. However, Scour faced significant legal challenges related to copyright infringement and was eventually forced to file for bankruptcy. Kalanick went on to found several other startups, including Red Swoosh, a content delivery network, and Uber, which he co-founded in 2009 with Garrett Camp. Under Kalanick’s leadership, Uber grew rapidly, expanding into hundreds of cities around the world and attracting billions of dollars in investment. However, Kalanick’s tenure at Uber was also marked Continue reading
Case Study of LG Electronics: Repositioning a Successful Brand
LG Electronics is the largest player in the consumer electronics market in India, which is worth Rs 35,000 crore per annum. And now it feels the need to take the brand to the next level. From an aggressive price warrior and technology provider, the brand will henceforth be communicated as a youthful enabler of life enrichment, and of value-added products. For almost 10 years after it came to the country in 1997, LG had focused on the mass market. Initially LG’s objective was to create a footprint among the sizeable middle class, and other than its aggressive pricing, there was little to distinguish it from other consumer durable companies operating in India. Its product range choices also reflected the portfolio of its then rivals such as Whirlpool, Videocon, and Onida. Changing profile of Indian consumer durables market The Indian consumer durables market of today is very different, redefined primarily by Continue reading
Case Study: L’Oreal Global Branding Strategy
The L’Oreal group has been the market leader of cosmetics and the beauty industry. The products it mainly sales are in the fields of cosmetics including, hair color, makeup products, skin care products, perfumes etc. Company has also launched its several products in the field of dermatology and pharmacy. The sales and profits are maintained through its wide range of professional consumer luxury and active products showing a strong through it. It was founded in 1909 by Eugene Schueller and soon it grown into world’s largest company in the industry. The turnover of the company has grown over 19 billions euro’s with over 11 percent of growth which considerably indicates the success of marketing strategies of L’Oreal group. The company market over 70 international brands along with a number of local brands made specifically for the country it is marketing with the same international standards and flexibility according to the Continue reading