Concept Proposal Report
MARK2313-2010-Y Brand Management
Tutor: Lynn Stainsby
Student name: Xuefang Geng
Student ID number: P09011557
Submission date: 16 March, 2010
Contents
Introduction 2
1. Product description 3
2. Brand Equity Analysis 3
2.1 Brand name 3
2.2 Brand image 4
2.3 Brand awareness & Brand-added value 5
2.4 Image Transfer 5
3. Marketing Plan 6
3.1 Market Gap and Competitors’ Performance 6
3.2 Market segmentation, positioning and targeting 7
Conclusion 9
Reference 10
Appendix 1. 12
Perceptual Map 12
Appendix 2. 13
Stress-release office toy: Screaming chicken 13
Appendix 3. 13
Advertising copy 13
Concept Proposal Report
Introduction
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“Desk garden” complies with the Joyce principle. It clearly point out the functional attributes. In addition, “desk” suggests the target customers are office workers, but it need to be confirmed by more marketing communications, such as message on package and advertising.
2.2 Brand image
The overall brand image of “Innocent Breathe desk garden” should be natural, fun and a resource of a good mood. The material associations mainly come from the header brand Innocent drinks, (Riezebos, 2003). Innocent has high perceived performance on the pure and natural ingredients that provide adequate fibres to healthy body, (Innocent.com). That means Innocent will evoke a direct material association of healthy ingredients. From customer’s perspectives, however, Innocent hardly ever mentions immaterial associations about its products. For instance, Innocent always uses animals, fruits or even just a bottle to endorse its products, rather than any human beings. That repeatable marketing communications indeed enhance customers’ familiarity of “good for health”. But when customers’ needs go beyond physical health, Innocent will not be able to cope with them because the former familiarity. In order to avoid suffering from “stereotype limitation”, a method to show the familiar brand in a different context is appreciated (Shimp, 1991, cited in Randi, 1997). With regard to that theory,
The effect of a nursing intervention on promoting self-care ability in breast cancer patients after breast surgery
It is estimated that over 3.3 million U.S. women, or 2.7 percent, who are 18 years of age or older have pelvic pain and other symptoms, such as urinary urgency or frequency, that are associated with IC/PBS.
Pain is one of the most common reason patient seek out help. The concept of pain can affect every person is some form or way. Pain can stand alone as a theory or fix with other theories like Comfort, Self- care, and more. As a surgical nurse I need to have a higher understanding of the patients I care for to ensure they receive the best care. Concept analysis is a form of research that allows a person to explore a theory/ concept to the fullest degree in an organized way. This concept analysis will take Walker & Avant’s steps to form a better understanding into pain.
With the increase in humans populating the planet, there comes a need for more and more resources, as well as more highways for transportation, leading to more cars on the road, and ultimately more greenhouse gas emissions. Greenhouse gas activity is obtained by subtracting the long wave radiation which escapes the earth from the estimated radiation emitted by the ocean surface (A.Raval, V.Ramanathan 1989). The escaping radiation has been measured since 1985 by the Earth Radiation Budget Experiment (ERBE) through the use of three orbiting satellites that sense longwave and shortwave radiation escaping the atmosphere. The estimated ocean radiation is found through direct use of the Stefan-Boltzmann law given the average temperature of the ocean surface. There seems to be a huge controversy about these greenhouse gases and how they affect the climate, and whether they even affect the global climate. This is not the first time in the earth’s history that a major climate change has occurred, referring back to the Ice Age when humans were nonexistent. The Intergovernmental Panel on Climate Change (IPCC) reports predict that the average global temperature will rise about 2 - 4.5 degrees Celsius in the next 100 years, causing some drastic changes to the current environment (Lynch and Jenkins 2007). But if a major change in climate occurred without
Throughout the course of this essay a rhetorical analysis will be performed over the subject of the popular soft drink, Coca Cola. Here we will take a look at two documents, both advertisement images, both from Coca Cola, separated by over 40 years. This sweet drink took the world by storm starting in the 1890’s and has been a household name since. With hundreds of thousands of soft drinks all over the world, Coca Cola is just another in a bucket, except with a different set of tactics toward drawing in their consumers.
A study ‘Experiences of childbirth by mothers at the tertiary hospital in Limpopo Province’ was conducted (Maputle & Nolte 2008), and experiences of the mothers during childbirth revealed the major concept ‘woman-centered care’. ‘Woman-centered care’ emerged as a
Dr. L. Vijaya Mohan Rao, an internationally recognized investigator in the field cardiovascular diseases, has been awarded 1.45 million dollar R01 grant from National Institute of the Health to continue and expand his research program in blood diseases. Cardiovascular diseases constitute the major cause of morbidity and mortality in US and other Western countries. More people die from these diseases than cancer. Thrombus (clot) formation in major blood vessels occludes blood supply to vital organs, including to heart and brain, that results in heart attack and stroke. It is not entirely clear what triggers unwanted clots in blood vessels. In the healthy condition, the cells that come in contact with blood are quiescent and not capable of generating the clot. However, in disease conditions, such as atherosclerosis, infection and cancer, the cells are activated to express a potent procoagulant factor that triggers the clot formation. Dr. Rao’s research focuses on identifying factors that elaborate in diseases that transform the cryptic and non-functional clotting factor on blood cells to highly thrombogenic clotting factor. Identifying these factors
Although some might hold an open mind of buying a smoothie owned by Pepsi, others would avoid so. Building trust might and new brand image might be Naked ’s next goal if they decided to target healthy conscious consumers. Appendix A Managerial Decision Problem and Research Problems Does the price of Naked Juice have an effect on consumers’ perceptions of the brand? Are Naked Juice sales declining?
Marketing development- innocent uses colourful and fruits to appeal to the new customers in their adverts by using natural backgrounds and fruits, if you look at the image below it shows the way innocent try to appeal to a new customer base, and that by using the word ‘Squeeze’ which to new customers would mean that innocent drinks are health and 100% pure fruits juice with no added flavouring or other added chemicals.
This assignment analyzes a campaign of the brand Old Spice called “The Man Your Man Could Smell Like” and concentrates on its third part “Scent Vacation”. The advertisement consists of several movie clips, but this text’s focus lies on the print visuals that were published in February 2011. Old Spice is known for viral YouTube videos that advertise shower gels, deodorants and also body sprays. These ads are similar in the way that the main person is always an attractive, muscular man who is using or presenting an Old Spice product, while the main message is that his attractiveness is caused by the consumption of the brand’s products. The producer behind the visuals, on which the focus lies in this analysis, is a marketing company called Wieden+Kennedy that operates in the United States.
Branding has been effectively used as a strategic tool for marketing by innocent smoothies and that helps the company to maintain its share in the market or in keeping its competitive position. Innocent has developed its brand image by providing excellent satisfaction, by being genuine, healthy and socially responsible in the eyes of their consumers and once the image is developed, they were able to attract the customers. It is because of brand and its perceived value that consumers are loyal and committed to the Innocent products and they do not look for any substitutes (Ginden, 1993). Customers also perceive it less risky in buying a brand product with which they are emotionally attached. It is more important for products like innocent drinks which the customers have to consume and which has direct impact on their health and body.
1.Conduct spelling survey: How do kids feel about spelling? Do they practice? How do they practice? Are they interested in learning new spelling study strategies? Collect and review data.
Cadbury attempt to influence this belief of truth, every so often thru trickery and manipulation but regularly simply through providing themselves in the great feasible mild. as an instance, advertisements frequently trumpet the excellent and comfort of a service or product, hoping to foster a consumer belief of excessive value, that may pay off with multiplied sales. based totally on our examine we will finish that our respondents think that visiuals of chocolate is one of the powerful tool in advertisement.43% respondents were vote casting for visuals of chocolate. any other percent they select the emotional appeal as exceptional destiny of any Cadbury advertisement. From that case we can also see that emotional attraction has an influence to buy decision of customers .some human beings choose to shop for the product which has affect on their emotions. That feelings which product have an impact to emotion of client could make them satisfied or indignant. that is why the CardBury of their ads focus on the emotional appeals of their
It has maintain a superior relationship with the customers through a consistent appearance and style, product design, package, appearance and price that suited the positioning of the product as a high quality healthy product and made high barrier for new competitor to entre the market. Innocent held a leading position in the market and succeeded to expand the market from very niche limited market into a significant one. The company has successfully increased its market share from 35 per cent in 2005 to 79 percent in 2013 (Kantar, 2013). The brand “innocent” was valued at £320m early in 2013 when Coca-Cola acquired a stake of the brand (Evans, 2013). The brand has a clear purpose, which is to produce a 100% natural 100% healthy made from fresh squeezed fruits without any additives. The design, look, price and image helped in delivering and positioning the brand across the customers successfully. The company’s contribution in bringing health awareness among the audience helped in expanding the market rapidly. The brand gained its trust through consistently meeting consumer’s expectation with quality. The brand has always been supported by a generous advertisement budget where the company spent about £16m in advertisement in 5 years, which is 80% of the overall advertising spending of the industry. Thus, quality
Throughout the case Vicki’s brand preference shows that she is often proud of her various associations and exhibits loyalty across certain brand families. She is, without question, a stickler for brand consistency and a systematic variant selection depending on her mood or the functionality of the brand at topic. Despite this, Vicki also shows signs of openness to using new brands if she see’s their functional benefits driven by striking a balance between the brand’s cognitive and affective beliefs. Finally,