Monday, February 8, 2010

Famous Study Cases - Summarising Long Articles

For FB-28K Students: This week we are working on how to write summaries:
These are guidelines and examples you could use before writing your own summary:
Writing a summary - 8 easy steps.
Academic Summary.
Read the following study cases and write a 300 ord summay then present it to the rest of the class. Don't forget the structure of a summary and the eight steps you should follow while writing one.
1) Coke versus Pepsi
2) Pizza Wars
3) Benetton
4)Absolute Vodka
5) Calvin Klein
6) Cadbury Dairy Milk's Advertising Campaigns in India
7) Apple's Marketing Campaigns: From 'Get A Mac' to 'Why You'll Love a Mac'
8) Coca-Cola’s “Open Happiness” Campaign: A Model for Global Marketing?



17 comments:

  1. Pizza Wars

    According to ICMR in 1996 was a big competition between tow big US pizza chains, Domino and Pizza Hut. Both of them were trying to take a bigger part of the
    Indian pizza market.
    At the begging pizza was similar to a bready dough base slathered with
    some ketchup, but since 1996 everything changed and tow big US fat food
    chains entered in India. They were trying to create brand loyalty and both
    of them were saying that they have original recipe.
    For attracting a bigger number of customers both of players changed
    their recipes to suit Indian tastes. Domino's went a step ahead by differentiating
    regions and applying taste-factor, in addition they made ordering simpler
    through a single toll-free number and while Pizza Hut relied on its USP of
    "dining experience", Domino's USP was a 30-minute delivery frame.
    From 1996 till 2001 Domino's opened 101 outlets while Pizza Hut
    had only 19.

    ReplyDelete
  2. In “Absolute Vodka” article from www.icmrindia.org, 2003, is peaking about creating of advertising history of “Absolute Vodka” Sweden comp. The author in this article show and explains each step in details made by Absolute Vodka comp. to reach its position in the worlds largest liquor comp.
    As the first step to their success was to combine there advertisement of their product with the fashion and art, that was discussed not only once, and how they thought it would brig definitely a success.
    In the late 1910s, the government of Sweden realized that it needed to take steps to monitor the country's liquor trade.In October 1917, the government established AB Vin & Spritcentralen (V&S) to help monitor the country's liquor trade.
    V&S began toying with the idea of selling Swedish vodka in US in early 1978. This was a result of the findings of the research it conducted regarding worldwide liquor consumption trends.In 1979, Absolut vodka was launched in the US at the liquor trade convention held at Fairmont Hotel in New Orleans. During the sales of liquor experts observed that sales of brown liquor are falling and of the white one are raising.
    In March 2003, Absolut vodka, the globally popular premium spirits brand of the Absolut Spirits Company Inc. (ASC) launched its new product 'Absolut Vanilia' on the Internet. And for its advertising comp. had used internet for that, of course that brought a big success in it. It was created a website where always were represented to all visitors different cocktails, recipes, drinks, that can be mixed and drink with their new product, some project like Absolut Display, Absolut Reality and Absolut Campaigns.
    By 2000, Absolut advertisements were recognized the world over for their stylish, humorous, and innovative attributes. In 2000, V&S reportedly sold 7.3 million cases world wide, an increase of 2.5 million cases since 1995...
    So the author in this article showed that cooperation with experts, government, countries that are interested in your job and mixing your ideas with art fashion and everything new invented and revolutionary in our world will definitely bring to your company success.

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  3. According to ICMR, in 2001 the article about the Cola Wars on the Indian market was published. This case shows that Cola and Pepsi overwhelmed the Indian market with their products that actually were the same. Their battles still continue, because for being № 1, they can’t stop implementing modifications in their management and marketing strategies.
    The main tactics, they apply on the market itself, by attracting the customers and due to this trying to satisfy their interests. In this case they want to increase their market share. As a result ,in 2000, Pepsi have increased its market share from 47.3% to 49%, while Coke got ahead from 55% to 57%.
    The Coke Pepsi Rivalry is described as a noisy brawl that got to nothing. These two giants are selling the same carbonated-colored-sweetened water for more than a decade. They are worldwide coke brands whose war will never stop. But at least this battle is going to be a profitable one, because due to it they are just becoming better and better.

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  4. The article “The Story Of Benetton's Advertisement Campaigns” offers an analysis of the marketing strategies adopted by this company throughout the years of its activity. The history of Beneton begins in 1955, when the Benetton family leaving in Italy sets up the business. Since the very beginning Benetton implements unique advertising policies. Their products would never appear in the adds, the emphasize being put on colors and simply on the people shown on the billboards.

    However, the most controversial marketing decision is taken in 2000 when the “death row” campaign, on which the company worked for 2 years, is released. Benetton used the portraits of prisoners sentenced to death in their ads and billboards, in this way trying to raise the awareness about the capital punishment. (follow the link so as to see the images http://images.google.com/imgres?imgurl=http://iml.jou.ufl.edu/projects/fall01/braun/deathrow.jpg&imgrefurl=http://iml.jou.ufl.edu/projects/fall01/braun/death.html&usg=__IgJzx86Oz_6GZOtJ2QmWoFstkYs=&h=320&w=240&sz=24&hl=ro&start=3&um=1&itbs=1&tbnid=003_S4AWPg-THM:&tbnh=118&tbnw=89&prev=/images%3Fq%3Dwe%2Bon%2Bthe%2Bdeath%2Brow%2Bbenetton%26hl%3Dro%26lr%3D%26sa%3DN%26um%3D1

    The reaction of the public was rather surprising for Benetton, as their customers and even some of the governments protested against their actions. As a result of the court decision Benetton had to write apology letters to the families of the prisoners, as well as to pay $ 50,000 to the Missouri Crime Victims Fund. Benetton even lost some of the contracts with the US retailing major Sears, Roebuck & Co.
    Benetton admits that one of the main reasons for their marketing failure is the usage of controversial subjects (here are some more links http://www.creativereview.co.uk/images/uploads/2006/10/1991-babysmall.jpg
    http://abduzeedo.com/files/imagecache/Post640x480/originals/benetton08.jpg
    http://farm1.static.flickr.com/79/218615575_5b7c16d4d5.jpg

    and that the “death row” campaign was not targeted towards the actual customers of Benetton.

    ReplyDelete
  5. Absolute Vodka – Creating Advertising History

    According to the Center for Management Research article the new product “Absolute Vanilla” of world wide known premium spirits brand of the Absolute Spirits Company Inc. was first to be promoted using Internet as primary advertising channel. The spokesperson from ASC Inc. gave details about a website which will offer a lot of interactive features for consumers and specialists in beverages.
    However the original advertising campaign, created more than 23 years ago is still unchanged and is still recording success

    The V&S Vin & Spirit AB, the mother company of ASC Inc. was established by the Sweden government in 1917 mostly to combat the social ills caused by alcoholism, but also to unify all liquor producing companies for directing the profit from alcohol sales to social activities.

    Since 1978 the V&S was considering to enter the US market. A research revealed that the consumption of white liquor was rising, and also in that period vodka was been seeing as fashionable.
    The Absolut vodka was launched in US at a liquor trade convention held in New Orleans in 1979. Firstly the marketing campaign was concentrated around New York, San Francisco, Los Angeles and Boston.

    The efforts of an innovative marketing campaign were reflected in sales. Absolut vodka sales were increasingly rapidly over the years, in 2000 V&S sold 7.3 million cases world wide an increase of 2.5 million since 1995.

    ReplyDelete
  6. According to ICMR article “Calvin Klein's Scandalous Advertising - Morality vs. Money”, posted in 2004, one of the well-known fashion houses, Kelvin Klein, had faced big troubles because of the controversial advertisement campaigns established from late ’70 till 2003.
    They were accused in using for too much ads with sexual content. Business partners, religious leaders and customers discussed their advertising. Calvin Klein promoting campaign contains commercials wherein youngsters were presented in a sexually provocative manner. In August 1995, the US Federal Bureau of Investigation (FBI) launched an investigation on Calvin Klein to check if they broke any laws. Meanwhile, Calvin Klein stated that all the young people that are involved in ads are above 18.
    Since 1978, the name of brand was equal to sex and eroticism. Experts claimed that Calvin Klein became popular only due to the scandals and featured nudity.

    Puscas Marina, FB 28K

    ReplyDelete
  7. The year 1996 was a start for increasing ‘branded’ pizzas at the Indian market.
    Since 1996 year two big US fast food chains, Domino's and Pizza Hut tried to deserve the trust of the clients by their originality. Pizza Hut had a USP of a simple dinner, meanwhile Domino’s-a quick delivery. Both invented new recipes to prove how a real pizza differs from the Indian type.
    Domino’s had more ideas, even a toll free number for the orders and separating the regions by a taste-factor. Thus, Domino’s had extended the outlets till 101 in 5 years and Pizza Hut till 19.
    Domino’s had a boost in 2000, being spread in all big cities. The home delivery idea was limited by other fast food outlets, restaurant being more prestigious.
    In the promotional war with Pizza Hut, Domino’s introduced new toppings, flavors as well as discounts and price cuts, setting down high prices for the best quality. So, Domino’s became more sought-after in comparison with Pizza Hut.

    Popova Anastasia, FB-28 i

    ReplyDelete
  8. The article “The Coke Pepsi Rivalry” describes a case between to big competitors which entered on the Indian market and seem to have an appropriate design of their products and with almost the same taste. That is why the fight between them increases as they have to implement different strategies to do their best for them.
    According to “Coca Cola” data they say that Pepsi is not their biggest competitor on the market while “Pepsi” states that their rival helps them become better because of the experience they gain by using various ideas to attract the customers to their sight. In order to be different from each other since 1970’s their competition is based on changing the look of the product, using various ways to impress their customer when distributing the product and of course the ads.
    The new idea that the companies decided that it can help increase their market shares is the cosmetic product innovation. The result is that Coca Cola by the year 2000 increased its profits from 55% to 57% when Pepsi from 47.3% to 49%. This decision is considered to help both companies to catch the attention of their consumers and the new customers.

    ReplyDelete
  9. The case analyses the problems that clothing manufacturer Benetton has to deal with, after using disputable advertising methods and how they face the situation.
    Company’s history says that till 1980’s, company’s advertisement is based on their products, and then they changes their advertising strategies, an unfavorable one. The example offer by the author is ”death-row”, advertising campaign-featuring prisoners who had been condemned to death. The families of the victims and most of customers complain about this, and as a result the image of Benetton is damaged.
    In order to correct its image Benetton had to write apology letters to the families of the victims. Benetton was also ordered to pay $ 50,000 to the Missouri Crime Victims Fund.
    In conclusion, Benetton admits that their problem is the use of controversial subjects in company’s advertising campaigns.

    ReplyDelete
  10. According to the ICMR, a part of global folklore had became the cola wars. In order to gain competitive advantage, the companies had to frequently implement strategic changes.
    For succeed in market brand, Pepsi insisted to have increased its market share for the first five months of year 2000 to 49% from 47.3%, while Coke insisted to have increased its share in the market to 57%, in the same period, from 55%. In 1970s Cola had entered in India, and exit in 1977 because of policy changes in the country. Pepsi was born 11 years after Cola in 1898, and it's was placed second in the global cola market. Coke came back in India in 1993 and became an absolute market leader overnight. To be the first brand in the world, both rivals use different fornts strategies like: bottling, advertising, product launches, poaching and other fronts.
    In the global cola market, Coke always will be the first one, and the Pepsi will kept trying harder and harder to beat Coke at its own game.

    ReplyDelete
  11. “Toy success story launched despite lost opportunity”

    In the article “Toy success story launched despite lost opportunity” the author mentions about two partners who managed to make a profitable deal in promoting their new board game in a perfect moment so that in the future their idea became a successful one especially from the point of view of money.
    Richard Tait and Whit Alexander skipped the last day of applying to the Toy Fair competition and they decided to go straight to the retailer and had a deal with the direct distributor. They expanded fast by signing a contract with the Starbuck and later reached even the Amazon the online retailer. The idea of the board game appeared when the Tait family was on a holiday and as the weather was rainy they were playing this board game and there it is. Cranium, the board game is financed by $100,000 and within two years it has a big success and even has the Toy Award in its history.
    The game has a large number of sales and they support that in the past two years they have 30% more sales than when they began.

    ReplyDelete
  12. “Food companies target health conscious consumers”

    In the article “Food companies target health conscious consumers” author shows that a lot of companies now are concentrated more on making products healthier as the consumers are willing to buy more of what is healthy.
    As the author mentions, “Coca Cola” company discovered that British consumers have different tastes than the Americans; they are interested in natural drinks. That is why they have a competitor in the face of food companies that offer fresh natural drinks and the company tries to generate new ideas to maintain the place of a leader on the market. As the Producer of other soft drinks companies like 7UP or Pepsi says that customers today know a lot of information and they ask for more quality. Another example are the food companies that are more interested on enlarging their market with healthy products than just promote the existing ones.
    Both and food and drink companies observed the positive sides on paying attention to products that are natural and good for health, which definitely attracts more clients.

    ReplyDelete
  13. Pizza Wars
    The article “Pizza Wars” is about the competition between Domino’s and Pizza Hut, the two big US fast food chains entered India in 1996. Until 1996, Pizza in India was synonymous only a bready dough base slathered with some ketchup. Each of them tried to convince that they have the original recipe as the Italians and was trying desperately to create brand loyalty. To have a bigger success on the Indian market they tried to suit the Indian tastes by redefining their recipes. In this way, Domino's and Pizza Hut expanded their market ever since they entered India. Domino's had grown from one outlet in 1996, to 101 outlets in April 2001. Pizza Hut too, which began with just a single outlet in 1996 had 19 outlets in 2001.
    To penetrate the Indian market Domino’s was trying to introduce the concept of home delivery which was still in nascent stages. Also, for a bigger success since its entry to India, Domino’s introduced nine new toppings for Pizza to cater to the local tastes.
    Domino’s had high prices attributed to the high quality of ingredients used. However, with competition increasing from Pizza Hut, Domino's introduced price cuts, discounts and freebies to attract the customers.
    As a result of their efforts, from 1996 till 2001 Domino's opened 101 outlets while Pizza Hut had only 19.

    ReplyDelete
  14. Borovetchi EcaterinaFebruary 12, 2012 at 11:46 AM

    The article “The Story Of Benetton's Advertisement Campaigns” is focused on problems faced by the United Colors of Benetton as a result of controversial advertisements used by this company.
    Benetton implemented a new advertising strategy removing its products from its advertisements and focusing on colors and the selection and placement of people on the image.
    In 2000 the company released the 'death-row' advertisement campaign, prisoners, who had been sentenced to death, appeared on billboards and in major news publications in Europe, America and Asia. This campaign led to protests from the customers, a number of governments and the families of the prisoners. As a result, Benetton had to write apology letters to the families of the victims and pay $ 50,000 to the Missouri Crime Victims Fund. The biggest consequence for Benetton was that major retailing in US Sears, Roebuck & Co cancelled the contracts with Benetton. Many people had decided not to shop at Benetton as a result of its campaigns.
    Benetton admitted the marketing failure was caused by the repeated use of controversial subjects and that the ads were not targeted towards the actual customers of Benetton.

    ReplyDelete
  15. The Story Of Benetton's Advertisement Campaigns provides information about the company's recognition of the problem such as controversial advertisment and the measures it took.
    The history of Beneton begins in 1955, when the Benetton family leaving in Italy sets up the business. Over the years Benetton gained publicity and interest in its products.
    In 2000 Benetton released its 'death-row' advertisement campaign,on which company worked for 2 years,featuring prisoners who had been sentenced to death.Benetton used the portraits of prisoners sentenced to death in their ads and billboards, in this way trying to raise the awareness about the capital punishment.
    The reaction of the public was rather surprising for Benetton, as their customers and even some of the governments protested against their actions. As a result of the court decision Benetton had to write apology letters to the families of the prisoners, as well as to pay $ 50,000 to the Missouri Crime Victims Fund. And more than that the biggest setback for Benetton came in the form of the cancellation of its deal with the US retailing major Sears, Roebuck & Co. to open Benetton outlets in Sears stores across the US.. Benetton admits that one of the main reasons for their marketing failure is the usage of controversial subjects,
    and that the “death row” campaign was not targeted towards the actual customers of Benetton.

    ReplyDelete
  16. In 2010, Apple stopped its 'Get a Mac' campaign and launched a new one called 'Why you'll love a Mac' to promote its iMac brand of PC. The main theme of the new campaign was to focus the new potential customers on the Mac. The campaign strategy was to steal users of other operating systems bringing them to Mac PC.
    The 'Get a Mac' campaign focused on comparing MAC’s favorably with the bigger competitors like Windows, the leading operating system in the market. The campaign was targeted at the average computer user who could easily be persuaded to shift from a PC to a Mac. The campaign ended in 2010.
    The campaign brought an increase in the sales of Macs from 1.3 (2006) to 3.36 mill units (2010). It won the prestigious Grand Effie award for effective marketing communications ideas in the year 2007, but it also failed by doing incorrect advertisement: showing the differences between MAC and only Windows. Apple continued to remain a small player in the PC market.
    In 2010 Apple made a big shift in MAC’s advertising by launching the new 'Why you'll love a Mac' campaign that was appreciated by industry observers.

    ReplyDelete
  17. According to ICMR article “Calvin Klein's Scandalous Advertising - Morality vs. Money”, posted in 2004, one of the well-known fashion houses, Kelvin Klein, had faced big troubles because of the advertisement campaigns from late ’70s till 2003. They were accused in using too much ads with sexual content. Business partners, religious leaders and customers discussed their advertising.
    Calvin Klein promoting campaign contains commercials where youngsters were presented in a sexually provocative manner. In August 1995, the US Federal Bureau of Investigation (FBI) launched an investigation on Calvin Klein to check if they broke any laws. Meanwhile, Calvin Klein stated that all the young people that are involved in ads are above 18. Since 1978, the name of brand was equal to sex and eroticism. Experts claimed that Calvin Klein became popular only due to the scandals and featured nudity.
    The company's entry and success in the jeans, underwear and fragrance businesses is examined. The case then discusses the various Calvin Klein advertisements that angered business partners, religious leaders, family welfare groups, customers and a host of other factions for their excessively sexual content.
    While Klein's designs were quite subtle, his rebel streak found an outlet in the way he promoted them. He realized he could make quick money faster by sensationalizing things, at a fashion show in 1974. While presenting Klein's collection, the models shocked the audience by exposing a lot of skin.
    Advertisements featuring Kate Moss and Mark (both near-naked) for Calvin Klein underwear and jeans were instant hits with youngsters across the US.
    A fashion industry source said that through his advertisements, Klein was just 'trying as best as he could to sustain some interest in his clothing line.'
    Klein accepted that the entire idea behind his campaigns was to make the products look sexy.

    ReplyDelete