Marketing: Video Game Console and Shoppers Stop

The entry of competitors in its market segment turned a classic to a lost case. How could a brand so appealing and well defined lose its luster? The sloppy approach of the brand to combat its competitors shows how tired the brand had been. For instance, the advertising done by Levi’s for its Silver-tab range was one of the most hated advertisement. It was considered to be ‘insulting’ and critics claimed that it ‘lacked branding’. Similarly, the advertisement to promote Levi’s low-rise jeans which was released in 2002 had also received a negative response from the

The purpose of this paper is to practice critical thinking by applying elements of reasoning to the article “Benetton Brouhaha”. The question I will answer: “Is Benetton’s approach to advertising as depicted in the article more strategic or structural in nature?” I will approach this question by applying critical thinking concepts with an eye to the established Elements of Reasoning as they apply to the case. I will analyze the “Benetton Brouhaha” by looking at concepts, theories, definitions, axioms, laws, principles, and models; specifically by applying

C. The decision-making process by which organizations establish and satisfy their needs for goods and services.

the goods offered by this establishment. That is, take any two goods or groups of goods

“The activities involved in the selling of goods to ultimate consumers for personal or household consumption”

distributing of goods and services; as everyone else is classified as a consumer in the society. We

2) A specific type of operations process that takes place there (either service or product),

With strong professional marketing background, Dana Wheeler joined The Fashion Channel (TFC) as the VP of marketing in 2006. She will be giving her first presentation to senior management and she feels she has compiled in-depth analysis and is confident about the strategy she will be presenting. If all goes is well, the company will spend an additional $15 million to boost its competitive position in the market in 2007. Even though, the members of leadership do realize that they need strong and modern brand marketing strategy to help them with future growth, yet they felt the urge to resist change, based on old believe of why fix something that is not broken.

Many of those within the gaming community consider the Xbox One as the superior all-in-one entertainment system in the current video game console market. IGN in their Xbox One review says, “If you’re the kind of person who loves games, loves to gorge on media in many different forms, and enjoys getting at all of it in one place, this is the console for you.” While the PlayStation 4 has a slight edge in graphics and resolution, the Xbox One more than makes up for this with a better online gaming experience, the ability to multi-task between multiple apps, voice/message chat, gaming, and a streamlined, user-friendly interface that includes a snapping feature to view two different applications at once.

On the demand side, the corporation focuses on the ways in which it can seek sales maximisation of the branded product. The efforts of the corporation and the institution of marketing combined ensure effective consideration of the ways in which spending can be increased, simultaneously looking at how constraints in relation to spending can be relaxed. To do this, involvement with active persuaders is undertaken so that commercial messages can be produced; in line with the process of product branding, content and brand image are considered here.

When it comes to entering the video game console market there are a lot of costs that are incurred. This limits the amount of competition that is coming in from an outside source. Microsoft spent over 100 million dollars on research and development alone for the Xbox one controller (Ron, 2013). This is a huge cost that new companies usually cannot absorb when first starting out. There is also a huge cost difference from new producers and long standing producers due to experience and the economies of scale that the top companies have. The last factor that really deters companies from entering the console game is the fierce brand loyalty that inhabits the video game market. Most consumers once they pick a side stick to it, this can span as far back as childhood. On release the PlayStation 4 had better specs then the Xbox One, and yet 42% of previous Xbox owners choose the Xbox One over the PlayStation 4 (Sakraida, 2014).

-“The management process through which goods and services move from concept to the customer.” – BusinessDictionay.com

Group is a relatively small number of people who over time develop a patterned relationship based on interaction with one another. (INTRODUCTION TO SOCIOLOGY, CHAPTER FIVE)

Kevin Lane’s ‘Keller’s brand pyramid model’ highlights the four key levels that you can work through to create a successful brand. In this essay we are going to discuss the Keller’s brand pyramid by using an example which is ‘misssguided’ a UK based fashion brand that is famous worldwide especially in UK, USA, Australia, Germany and France for their clothes, shoes and accessories. We are also going to analyze how a recent advertisement made by misguided maintains the brand’s equity, which therefore is a marketing term that describes a brand’s value.

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns