Study about Cost-Effective and Sustainable Service
Challenge:~ As one of the UK’s largest users of direct mail as a marketing medium, Virgin Media traditionally outsourced the paper specification and procurement processes to the creative agencies, printers and mailing houses it uses to deliver key campaigns.As individual providers selected the media, there was no control or visibility over the paper procurement process. Virgin Media recognised that sourcing all of the papers required from a single supplier would enable it to better meet its three key purchasing objectives – reducing cost, maintaining quality and ensuring sustainability.
The company entered into a competitive tender process, inviting a number of suppliers to bid for the business. The brief was to deliver a solution that would enable Virgin Media to reduce its overall material spend; provide visibility over the entire procurement process, helping Virgin Media to better manage its use of media; and one which would provide them with a choice of sustainable papers, ensuring best environmental practice. Keep reading…
Marketing in the entertainment industry is on a roll. Everyone makes sure that no stone remains unturned as far as marketing is concerned. To achieve this all the channels for communication are being used .. be it print/text/electronic media or be it promotion through web, games, co-branding. Let us see a small case study as to how different measures are being adopted in India for the marketing of a movie. For reference we have used the movie Ghajini…
Study about Thai Brewery Deploys QFD Tools: Consumer Motivation
Summary: Boon Rawd Brewery, the maker of Singha beer, saw an opportunity to better understand its American, British, and Australian customers as demand for Thai food products in these market segments continued to boom. The company partnered with Japan Business Consultants, Ltd. and deployed QFD tools using a five-step approach to uncover the thoughts, beliefs, feelings, and perceptions influencing the consumption of its products. The team’s findings were used to craft marketing messages that tap into consumers’ psyches and began to appear in print ads in 2009. Keep reading…
It’s old news that brands are jumping on the Facebook band wagon. The problem is that some brands are jumping on without having a long-term strategy in place- and sometimes aren’t even considering if Facebook is something that they can really leverage.
I know we’re all looking to the future and trying to spy what brand is doing what next, but I think in this case, we can learn by studying what strategies have been executed successfully and what the main focus was in them.
General Goals of Facebook Fan Pages & Applications:
To gain new fans
To retain old fans
Understand demographic of fans through insights
Build community for fans to engage with the brand
Include content that links to main brand site to track referrals
Offer unique content (videos/images/posts) to engage with fans
Offer deals/discounts/specials where applicable
Give the brand a voice
But most of all: the brand needs to bring uniqueness with their page. Whether that be something in the design, user interface, or message. To know more about thisFacebook Brand Strategies
Many companies and organizations have had to deal with a crisis during their history. Only a very
few, however, come to represent corporate incompetence and irresponsibility through one critical event. Oil company Exxon is among them…click here to read the case
Case Study about Influence of Market Rules on the Economic Value of Wind Power
Abstract: Currently, wind power faces heterogeneous conditions for market integration throughout Europe, given both differing wind power and power system characteristics as well as according regulatory frameworks. This paper discusses marketing options and assesses the influence of market rules on the economic value of wind power for an Austrian case study. Special emphasis is thereby put on options for short-term wind power forecasting and trade. Results indicate that market integration can be improved considerably by implementing continuous day-ahead markets in Central European Countries as a first step. Under such framework conditions also simple forecast approaches provide a significant added value.
Introduction: The objective of this paper is to assess the impact of framework conditions for marketing wind power on its economic value based on empirical analyses of an Austrian case study. Therefore, the market value2 of wind power is evaluated for available marketing options within the Central European electricity market and different scenarios for short-term wind power forecasting. These scenarios reflect both the status quo as well as improved conditions with respect to the forecast horizon and variations of the spatial distribution of wind sites. Assessed imbalance costs are compared with empirical data available for other European countries. Finally, recommendations for an efficient market integration of wind power are derived with respect to the Central European electricity market. Keep reading…
Consumers are facing drastic changes in their behavior, markets are facing drastic changes in their functioning, companies are facing drastic changes in their environment…What about Marketing? Is marketing changing at the pace that the current situation demands? The answer is…
The case focuses on the alternate reality game (ARG) named ‘The Lost Ring’ sponsored by the US-based fast food company McDonald’s. McDonald’s, as a part of its multi-pronged marketing campaign to commemorate four decades of association with the Olympic Games, decided to be a part of the ARG, The Lost Ring. The ARG that began in March 2008 attracted gamers from all over the world. The game started with a series of clues that led to hidden artifacts across the world, and finally to solving the mystery that involved finding the sixth Olympic ring. The story was woven around amnesiac athletes from parallel worlds, lost Olympic sport, Greek mythology, labyrinths, Esperanto language etc…click here to read ahead
Amazon has made some large purchases over the years, but they seem to favor making investments in companies, and marketing agreements with the companies they invest in. While some of their transactions were fairly public, a few were very private, and there aren’t many details on the web about those – for instance, it’s very difficult to find a date for the transaction involving Leep Technologies, which I’ve listed at the end of the 1999 acquisitions…click here to read ahead
Introduction: ABB Grain Ltd is a leading Australian agribusiness that has diversifi ed from its traditional primary business of barley marketing. This growth and diversifi cation is underpinned by ABB Grain’s mission to become Australia’s leading agribusiness. ABB Grain is now Australia’s largest malt producer and among the top 12 internationally.
Its suite of services includes storage and handling, transport and logistics, stevedoring, financial services, and wool and livestock exports. In 2007 the business established a joint venture in the Ukraine with French agri-industrialist Soufflet to accumulate and market grain and manage supply chain activities. Keep reading…