Arun Verma- Lays Potato Chips

Advertising plays a huge role in why people buy what they buy. This paper will discuss the different techniques used by brands in order to appeal to the intended group they are targeting. Some brands try to appeal to the most amount of people possible. However, some brands have a specific niche of people they try to appeal to. McDonalds is an example of a brand that tries to appeal to everyone. It has a general message that everyone can get behind, and they market it correctly. This is why they are one of the biggest brands in existence. However, Gymshark is a brand that tries to appeal to a specific niche of people. Their goal is to be the next Nike. They try to appeal to athletic people, who workout very often. Their products are similar to Nike, but they are specifically

2.     Being a low involvement good, repetitive advertising is needed to increase high brand exposure. The purpose is to remind consumers of the brand and to maintain high awareness so that they will be included in the evoked set. Reminder advertising that incorporates the jingle and mermaid icon serves to increase positive associations to the canned tuna. IMC in the form of point of sales displays is particularly vital in the last touch point to stimulate sales where it becomes a “moment of truth” right before consumers decide on an

Revamping an old brand. Reconnect with the customer using the price and value perception that was lost during the rebranding initiative by reintroducing an updated version of the old pricing strategy.

The four advertisements chosen represented separate, and distinctive, themes. The first advertisement, for anti-wrinkle cream, utilized a bandwagon approach and a sense of the ideal retirement life. The second advertisement, for hygiene experts, suggests utilizing the fear of uncleanliness to sell the services. The third advertisement, for Camel cigarettes, brought a sense of nostalgia as I remembered spending time, as a child, with my oldest brother prior to his passing. To summarize, it embodied the ideal picture of a manly outdoorsman. The fourth, and final, advertisement focused on food and choices. Specifically, one pizza offered two distinctly unique flavors.

As a child who had grown up watching Willy Wonka and the Chocolate Factory, I had always dreamed of one day visiting the factory. I am sure most children my age would agree with this dream. For Eric Schlosser, this dream became a reality, but it was not exactly the reality he was hoping for. In Eric Schlosser’s article, “Why the Fries Taste Good,” he talks much about processed food and the flavors of food, especially McDonald’s french fries. He visited the International Flavors & Fragrances factory (IFF), reminding him much of the factory in Willy Wonka with the glorious smells, white lab coats, and multiple small glass bottles full of chemically produced flavors. For me, I have always seen food as fuel and all these chemicals additives are not food. Eric Schlosser’s article provides an informative piece that has persuaded me to think differently of the flavors of fast foods and processed foods, which ultimately changes the underlying fact of what food is.

If Frito-Lay properly utilizes their promotional products, they will create several accomplishments (West, 1999). First, it will grab the consumers and retailers attention. Second, since everyone enjoys gifts, the promotional product will encourage goodwill. Third, the promotional product provides a friendly reminder of Frito-Lay’s salty snacks. Finally, it can motivate an action from the retailer and the consumer to purchase a variety of Frito-Lay’s salty snacks to enjoy anytime (West,

Improve and Expand Brand Location - Providing the brand with more accessible locations for customers to access and meeting the standards of the market as well as the customers.

Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done

The company’s purpose is to “provide branded products and services of superior quality and value that improve the lives of the world’s consumers now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creations, allowing our people, our

In agonizing over the use of the word “folly” in its advertising campaign, it was necessary that New Belgium Brewery (NBB) took adequate measures in ensuring that the operation was successful. When campaigning, NBB’s goal is to create a lasting impression on it’s audience, and developing the appropriate slogan, and utilizing the proper wordage, is vital to it’s success. For example, the Capital One campaign is known for it’s “What’s in your wallet” catch phrase, and State Farm is known for it’s “Like a good neighbor” slogan. In the late 1990’s, the three major companies that led in advertising were Anheuser-Busch, Miller Brewing Company and Coors Brewing Company (Wilcox, 2001, p. 149). NBB’s struggle with using the word “folly”, was the fear of delivering an erroneous interpretation of the quality of it’s beer. In practicing the AIDA

On a recent poll I did on Instagram you guys requested more daily eats posts so here is another one from yesterday.

The Pillsbury Cookie Challenge is a case study written by Natalie Mauro under the supervision of Professor Allison Johnson. The case study creates an open discussion about what the marketing manager of the refrigerated baked goods category for Canada General Mills should do to revive his products. Ivan Guillen, the marketing manager, was faced with tough challenges. He was initially “…faced with the challenge of developing a strategy that would lead to improved business performance on his category” (Johnson and Mauro, p.1, 2011). To clarify, Guillen’s category is refrigerated baked goods (RBG), which means, this category is his marketing responsibility. The issue here is that “RBG was GMCC’s fourth largest category, and its performance over the past two years had been less than stellar” (Johnson and Mauro, p.1, 2011). It is important to note that GMCC stands for General Mills Canada Corporation. Pillsbury has enjoyed majority market share in the RBG category in Canada, however, recently, the market was experiencing only moderate growth. Guillen was disappointed that their goal of 5%-7% market growth was not being achieved mainly in the refrigerated cookie dough segment. To be exact, their volume growth for two years was flat and they were having difficulty reaching new households. There was a shift among consumer’s purchases, which Guillen was challenged to figure out why.

The mission and vision of Hostess is all about the growth of the company due to their most recent bankruptcy. In November 2012, Hostess filed bankruptcy due to a strike by the labor unions. However, that was only after one week of the strike, Hostess had an immense amount of debt due to mismanaged cost-cutting and operations. Hostess is currently run by leaders from companies such as; Ghirardelli, Nabisco, and Hershey. With the new members of a relaunching company they can reinvent how Hostess is going to move forward. In their most recent presentation for investors, Hostess lays out how they are growing and in what areas are they particularly interested in. Those areas are; Rebuild Core Business, Innovation and Renovation, White Space,

This gain value and addresses a key decisive achievement factor in the industry (Grant,2010). As position is important to offer convenience and a deep assortment, An extra unique intangible resource would be their brand representation and customer loyalty, this is vital since it can attract or attract consumers and it could be necessary to build the brand image .

er develop the brand and grow and succeed in other areas such as expanding the business into brand diversification.