She is a successful Makeup Artist herself with her own business. She recognized my affection before I did. She encouraged me into this field of art when I shadowed her for a wedding. I experienced the career of a makeup artist. All the colors of the eye shadows, lip glosses and different hairstyles were much more fascinating than chemistry formulas.
In this case, the management team of The Fashion Channel (TFC) must implement a new stratagic plan, turnning from their old “fashion to everyone” message to a more specific customer segment, so as to re-position TFC to increase revenues. Faced with fierce competition from Lifetime and CNN, TFC must consider a new customer segmentation strategy to increase their network ratings as well as to maintain TFC’s viewer satisfaction level. Alternatives Broad-Based Marketing Pros: The broad-based marketing is the safest alternative, because the old customers (especially those avid female viewers among 35-54 years old) won’t get offensed by TFC’s new change. What’s more, compared with the other two scenarios, this alternative does not require additional expense for programming and advertising. Also, since there are women aged 18-34 in all four clusters, FTC can reach all of the high-valued viewers in this scenario.
Do you see risks for the Dove brand today? ---------- 1.1 “A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.” 1.2 Problems of control brand portfolio. - Too many brands were being managed - Lack of unified global identity 2.1 - Emphasize on functional benefit – moisturize skin, endorsed by physicians - It was one of America’s most recognizable brand icons 2.2 - A brand with a Point of View – make more women feel beautiful every day, broaden definition of beauty and inspiring them to take great care of themselves - World’s number one “cleaning” brand in health and beauty sector 3. - Tick-Box campaign which attracted intense public interest - Firming campaign to change the way people views beauty - Broadcasted the controversial ad. during Superbowl game - Posted a short film “Evolution” on YouTube Since 2000, brand is managed by brand development and brand building.
The whole idea of “new start on a healthy life” is something that their target group will be thinking about at that age. Also, women tend to share their experiences with other females, which will help Cabo with their sales if their experience was good. Furthermore, they also have special programs for targeted audience, belonging to a certain group, who have a higher tendency of travelling, increasing their customer base to worldwide. Cabo’s 95% positive response from guests contributes to the extremely good word of mouth advertising they enjoy and rely on. Likelihood of recommendation after the first visit is high with 65 – 70% of their guests hearing about the spa this way.
The collections range from womenswear, menswear, to accessories. Accessories showed to be a very profitable collection by giving the entry level customer an accessible point to try out Burberry as a brand. Last but certainly not least, the distribution channels chosen play an important role in the maintenance of Burberry’s brand image. Licensing while showing to be only around a 10% sales role
By improving the customer offering, Quartz has the potential to move customers along the VEL for shower units, improving margins for Aqualisa, without increasing overall costs of installing a shower for consumers Aqualisa also needs to build on anecdotal experience which suggests that consumers can be effective in influencing change-resistant plumbers. That means capitalizing on Quartz’s “wow” factor, generating pull from customers via the glossy magazines and the showrooms where many mid - and premium end customers go to get ideas, even if their subsequent intention is to source a shower via their plumber. So what should Aqualisa do? Aqualisa needs to deploy a combination of push strategies, designed to educate plumbers and the trade shops that supply them of the compelling value proposition that Quartz represents. And at the same time, it needs to generate a little pull from customers “wowed”
Elegant Mascara Your own personal guide to the latest fashion trends, outfit ideas, hair + makeup how-tos, and celebrity scoop can be found in Glamour. This magazine gives you many striking feminine advertisements from perfume, dieting pills, to shoes and mascara. Covergirl and Maybelline are top selling cosmetic to women with fashion. In this case Covergirl advertisement has proven they are worth buying over Maybelline advertisement. The charismatic Covergirl mascara advertisement is impressive in capturing the attention of young fashionable females than the reliable Maybelline mascara advertisement because of its elegant color, memorable slogan, and images of beauty.
The question of how much of the profits can be attributed to the campaign is questionable. (5)Exhibit 4, according to the self-descriptors for ones look: 2% of respondents worldwide chose to describe themselves as beautiful. (6) Dove’s current campaign (a) In 2002, Dove became a master brand in order to encompass all of its products under one message and inviting participation. (b) The mission statement is to make more women feel beautiful every day by broadening the narrow definition of beauty and inspiring them to take great care of themselves. Alternative (1) Maintain all current aspects of “The
Dove’s first product extension was in 1999 with Dove Moisturizing Body Wash, which contained some ingredients and vitamins that had anti-aging properties. Therefore, the body wash market was segmented based on age criteria (demographics). Later when Dove entered into deodorants market, they targeted younger girls with sensitive underarm skin rather than their regular target market, which consisted of women of age higher than 18. In 1999, Unilever introduced Dove Nutrium body wash and beauty bar and charged a premium price on their innovative products compared to regular Dove beauty bar and body wash. Hence, they targeted women with higher purchasing power (demographics/income).
The following are the two main HR policies that contributed to the Zara success: 1. Staff feedback: It appreciated feedback from even the lowest staff member of the company. The feedback included the store manager’s demands for the fashion in trend which gave the ability to know about the latest fashion and stay ahead of it. 2. Employee Autonomy: By staying with the prevailing culture of the company, the employees were able to do their work that suited the environment.