Folliderms Strategy Assignment - Free Essay Example

Sample details Pages: 6 Words: 1764 Downloads: 10 Date added: 2017/06/26 Category Marketing Essay Type Narrative essay Level High school Did you like this example? 1a) Breaking the consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s perceptual threshold Follidermà ¢Ã¢â€š ¬Ã¢â€ž ¢s strategy of placing the ad on the doors of the elevator is very effective in attracting the attention of consumers. Consumers will see this ad when they take the elevator. And sine there are thousands of ads everywhere, this strategy is effective to minimize screening out. Don’t waste time! Our writers will create an original "Folliderms Strategy Assignment" essay for you Create order Thus, countering consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ selective attention. Furthermore, when the elevator doors open, the 2nd part of this implicit ad is revealed to consumers after building up the curiosity of the consumer with the picture when the doors are closed. This allows the consumer to better retain this new information, overcoming selective retention. By using a before-after imagery strategy, Follidermà ¢Ã¢â€š ¬Ã¢â€ž ¢s ad targets consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ selective distortion. Some target audiences (e.g. Younger people with healthy hair) may not be bothered with Follidermà ¢Ã¢â€š ¬Ã¢â€ž ¢s ad, as they believe that that they do not need nutritional support for hair and may not believe that this product works. The ad is trying to influence audienceà ¢Ã¢â€š ¬Ã¢â€ž ¢s interpretation after capturing their attention. They are trying to suggest that even if you have healthy hair, you might lose your hair anytime (i.e. when the doors are closed, then opened when the elevator arr ives). However, this ad might be ineffective in a few situations and will be unable to break consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ perceptual threshold. They might not even be able to give their audiences the information intended. Firstly, if audiences are not motivated, they might not try to fulfil any curiosity of the picture on the close doors. Hence, missing out a huge chunk of information of this ad. Secondly, if the lifts are filled with people, audiences might miss out the 2nd part of the ad (picture of bald head of the inner walls). Thirdly, this also happens if the audience just walks pass the elevators with doors closed, and not even understand the message that the ad is trying to convey. Lastly, the audience may be unable to draw the right conclusion to this implicit ad. Thus, causing the ineffectiveness of breaking perceptual threshold. 1b) Persuading consumers to consider buying the product Assuming that the ad can first capture the attention of the consumer, it also use s strategies to persuade consumers. Firstly, it tries to trigger consumers need recognition (or problem recognition). Using the ad as an external stimuli, Folliderm wants to gets consumers thinking about the possibility of hair loss. In other words, they are trying to induce the fear of hair loss upon consumers. Consumers will be likely to be interested and thus, there will be an increase in tendency to buy Folliderm. However, Follidermà ¢Ã¢â€š ¬Ã¢â€ž ¢s ad might be ineffective in persuading consumers in the phase of information search in the buyerà ¢Ã¢â€š ¬Ã¢â€ž ¢s decision process. The ad lacks information of the product so consumers may not know what the product is about. (I.e. consumers may assume that this ad is about a service that helps in hair growth, instead of a nutritional hair strength supporting product.) This lack of information is ineffective in persuading consumers to buy the product, as some consumers may not search for more information (E.g. Those that lack dr ive and motivation to further understand this product.). However, due to the effectiveness in breaking consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s perceptual threshold, the information retention of Folliderm might be sufficient to induce an anchoring effect in consumers. Hence, when they would actually need this type of product (I.e. when they or the people around them experience hair loss), there will be a higher tendency for them to purchase or search for more information on Folliderm. 2a) Swatchà ¢Ã¢â€š ¬Ã¢â€ž ¢s market segmentation Swatch is a subsidiary of the Swatch Group, which has an array of products ranging from watches and jewellery to electronic systems and production that targeting a wide audience. Being the global leader of the watch industry, the Swatch Group has 19 brands of watches that addresses all market segments. Swatch is targeting the basic range of the market segments, whereas other brands like Omega and Calvin Klein targets the luxury and middle range respectively . Swatchà ¢Ã¢â€š ¬Ã¢â€ž ¢s geographic segmentation is the global market and its watches are available worldwide. In its demographic segmentation, swatch can be seen having a larger segment in the à ¢Ã¢â€š ¬Ã…“youngerà ¢Ã¢â€š ¬Ã‚  and more active group (i.e. 18-25, students or the working class, or the à ¢Ã¢â€š ¬Ã…“young at heartà ¢Ã¢â€š ¬Ã‚ ). Productsà ¢Ã¢â€š ¬Ã¢â€ž ¢ designs are seen to more chic and fashionable. Next, for swatchà ¢Ã¢â€š ¬Ã¢â€ž ¢s psychographic segmentation à ¢Ã¢â€š ¬Ã¢â‚¬Å" they have products that cater to two more prominent groups. I.e. The sports and adventure market and the trendy and artistic market. They offer a number of sports watches and also designer watches that even come in seasonal designs. Swatchà ¢Ã¢â€š ¬Ã¢â€ž ¢s behaviouristic segmentation, which is suggested by consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ response to its products, is segmented to people who appreciate the watch for being affordable and sturdy, yet attractive and innovative in design. It can also be part of a collection. 2b) Pepsià ¢Ã¢â€š ¬Ã¢â€ž ¢s market segmentation Pepsià ¢Ã¢â€š ¬Ã¢â€ž ¢s demographic segmentation targets young people and teenagers in urbanized areas globally (geographic), with disposable income and can afford Pepsi drinks. Psychographic-wise, Pepsi targets trendy, fashionable and adventurous youths. Pepsià ¢Ã¢â€š ¬Ã¢â€ž ¢s behaviouristic segmentation is toward those who seek status symbols and style. These can be illustrated by the ads and ambassadors Pepsi use. I.e. Trendy and popular superstars like Britney Spears and Michael Jackson. They are trying to influence consumers and create peopleà ¢Ã¢â€š ¬Ã¢â€ž ¢s need of Pepsi to quench their thirst of ego. Pepsi targets parties and special occasions and also try to suggest that they are the preferred choice when there is a need for cola drinks. 3) à ¢Ã¢â€š ¬Ã…“Unmasking the Chinese Consumerà ¢Ã¢â€š ¬Ã‚  The article is discussing about how companies should ad apt to the Chinese consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ buying behaviour by customizing marketing strategies to their culture to ensure successful marketing. That will lead to profitable returns in the Chinese market. Addressed are misperceptions of the Chinese culture and mistakes that companies should not make if they want to optimize their marketing strength on the Chinese market. à ¢Ã¢â€š ¬Ã…“China is changing, but the prospect of a fundamental cultural shift is well off the mark,à ¢Ã¢â€š ¬Ã‚  says Doctoroff during the talk. Companies should keep this as a keynote while deciding and planning on business/marketing strategies. This is important in the marketing segmentation process of a product by any company. For example, in the behaviouristic segmentation of the product, people crave for products that can be symbols of status. As mentioned by Doctoroff, à ¢Ã¢â€š ¬Ã…“It is conspicuous consumption. It is about now, it is about me and it is about status.à ¢Ã¢â€š ¬Ã‚  (Havely, 2 012) However, even as the Chinese culture is evolving, certain values that concern being conservative and having a sense of security is still deep ingrained. Thus, companies have to create different strategies for different products. In China, the shopping and specialty types of consumer products are very much capitalized by global and foreign businesses. By targeting the wants of the Chinese consumer, which are products à ¢Ã¢â€š ¬Ã…“projecting status and deriving societal recognitionà ¢Ã¢â€š ¬Ã‚ , companies are able to charge a premium price for their products. Hence, that might lead to larger profit margins. (Havely, 2012) However, companies must be cautious not to localise their products too much in their marketing strategies. This is because consumers view these products as luxury goods and they will not want to be purchasing a product that is very similar to Chinese products but at a much higher price. Next, Doctoroff also mentions that à ¢Ã¢â€š ¬Ã…“In China benef its are never internalized and instead paying for brands is seen an investment in future advancement.à ¢Ã¢â€š ¬Ã‚  (Havely, 2012) Thus, in order to have higher brand equity and a competitive edge against competitors, companies have to brand their products such that consumers are able to see the practicality of the products in the advancement and growth in some parts of their lives (e.g. the careers of the consumers). Ultimately, enhancing the Chinese consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s pride and satisfaction, which will also develop their brand loyalty. Doctoroff also mentions, à ¢Ã¢â€š ¬Ã…“Chinese consumers look to both project status à ¢Ã¢â€š ¬Ã¢â‚¬Å" or face while also protecting and saving their wealth.à ¢Ã¢â€š ¬Ã‚  Companies need to understand this need of the consumer and adjust their products and services in order to à ¢Ã¢â€š ¬Ã…“reassure on both a functional level and a societal level.à ¢Ã¢â€š ¬Ã‚  (Havely, 2012) Companies have to target the consumersà ¢Ã¢â€š ¬Ã¢â€ ž ¢ core customer value in order to be successful. I.e. In China, companies should shape their brand that when consumers own and use their brand, they have increased à ¢Ã¢â€š ¬Ã…“statusà ¢Ã¢â€š ¬Ã‚ , à ¢Ã¢â€š ¬Ã…“securityà ¢Ã¢â€š ¬Ã‚  and à ¢Ã¢â€š ¬Ã…“potential gainsà ¢Ã¢â€š ¬Ã‚  values. Sadly, local China products may lose out to their foreign a.k.a. à ¢Ã¢â€š ¬Ã…“globalà ¢Ã¢â€š ¬Ã‚  competitors in terms of competitive advantage just because à ¢Ã¢â€š ¬Ã…“globalà ¢Ã¢â€š ¬Ã‚  products tend to be related to as higher valued status symbols. This is what foreign business can capitalize on in China and thus, lead to greater market share and revenue. However, local China products have some competitive edge they can capitalize on in order to protect and increase their market share as well. For example, they have a huge advantage in terms of local recognition and cost of production. Recently, Chinaà ¢Ã¢â€š ¬Ã¢â€ž ¢s television shows have become very popular in th e Chinese and Chinese-speaking markets. Businesses can utilise this trend to advertise and market their products. And since China is already a humongous and highly lucrative market just by itself, Chinese companies have the advantages to really compete and protect their market share. Thus, they have ability to limit the market shares of foreign/global companies. à ¢Ã¢â€š ¬Ã…“Rather than expecting Chinese consumers to fit into established, Western-derived approaches to marketing, brands must learn to meet and adapt to Chinas worldview on its own terms.à ¢Ã¢â€š ¬Ã‚  (Havely, 2012) à ¢Ã¢â€š ¬Ã…“Many western marketing strategies fail in China simply because they do not understand the Chinese consumer. Young professionals in marketing need to experience China themselves and actively engage with their target audience starting with work, study abroad, language study, and internships in China. When designing a marketing campaign, the company will need to carefully consider their audience, keep any cultural particularities in mind, stay informed of current events affecting their consumers, and conduct thorough market research.à ¢Ã¢â€š ¬Ã‚ [1] Companies should also ensure that the 4Ps of marketing: product, price, place and promotion, fulfils the needs of the Chinese consumers. If they would want to succeed and gain market share in China, they have to firstly, take stride and have patience in learning and understanding the culture of the Chinese markets. Then, build more and higher quality interpersonal and formal relationships with their Chinese counterparts. And lastly, fully utilise and acquire valuable resources (i.e. human resources) to improve and optimise their business strategies. [1] https://www.internshipschina.com/community/chinainsights2/55-china-insights/634-why-western-marketing-strategies-fail-in-china#.VOyrbilLdeU

Spartacuss Heroism in Ancient Romes Third Slave War Essay

Is there anything in this world that justifies the death of thousands upon thousands of people? Many people believe there is always an alternative to war, always another way to settle an issue. But, most of these people are free people that live in a free country with a free lifestyle. What if someone has never been blessed with freedom? Or in the case of many Roman slaves, what if someone has felt what it is like to be free, then had their freedom snatched right out from underneath them? Would action be justified then? The slaves of ancient Rome thought so, as have many other peoples who have been repressed around the world. Throughout the course of history many wars have been fought and many lives taken in pursuit of freedom.†¦show more content†¦Seventy-two of them made good their escape, grabbing kitchen knives and cooking skewers on their way out (Shaw 131). Over a three year period these seventy-two gladiators led by Spartacus would, against all odds, reach in excess of seventy thousand men and reek havoc on multiple Roman armies. None of this could have been accomplished without the courageous, tactical leadership of Spartacus. Spartacus was a skilled and courageous warrior whose leadership single handedly won battle after battle for the slaves against the Romans. Spartacus not only possessed great spirit and bodily strength, but he was more intelligent and nobler than his fate (Shaw 132). A spirited, strong, intelligent, and noble man, Spartacus outwitted the brilliant Roman generals sent to crush his rebellion many times. For example, Spartacus and his army were trapped on the peninsula of Rhegium facing a heavily fortified wall and a fifteen foot deep trench built by Crassus in hopes of containing the rebels. Though there seemed to be no way out, Spartacus was able to get across the trench that Crassus had excavated to hem him in by filling it during the night with bodies of prisoners and cattle that he had killed and by crossing over on top of them (Shaw 157). Or when he was besieged on Mount Vesuvius, this same

Why I Want to Do Medicine Free Essays

I have not had a member of my family dramatically saved by a revolutionary surgeon. I have not been influenced at a young age by a caring GP. I have not dreamt of being a doctor for my entire life, nor played doctors and nurses as a child. We will write a custom essay sample on Why I Want to Do Medicine or any similar topic only for you Order Now These things often belong to television medical dramas, not real life. And real life is what I have experienced. I have seen friends and colleagues so tired from nights of endless study that they answer the ward phone â€Å"Countdown Dunedin, Patricia here† (their part time job from over ten years ago). I have seen them despair at not only not knowing what to do for their favourite patient, but not knowing what to do for the 15 other patients on their list for the day. Everyday I witness their frustration at not being able to either give their full attention to a patient, disappointment at not being able to convey the consequences of chronic medication non-compliance and the general day to day stresses of hospital life compounded with their medical inexperience. Yet I state – I want to be a doctor. Over the past five years I have been a clinical pharmacist. I am a good pharmacist – I have sound knowledge in pharmaceutics and pharmacology, I have had wonderful relationships with health professionals of all ages and specialties and I take pride in my work and ability to relate to patients. I have risen through staff structure to be a clinical and department team leader, as well as being an active member of various hospital and national health groups – roles I enjoy due to their pro-active healthcare approach. One part of my job involves teaching and working closely with medical staff. Some have said to me â€Å"I bet you hate having to lecture us about medicines all the time†, but what they don’t realise is that it’s often one of the best parts of my job. Through them I get to hear about the complications and the challenges that face them everyday and I love to hear their stories. At the moment I feel like I am close, but yet so far, to doing what I really love. Don’t get me wrong, pharmacy provides an invaluable service to patients as well as the healthcare team in total, and I am very proud to be a part of it. But when I’m constantly going the extra mile to find out more about a patient’s condition, the cause, the pathology, the presentation – things a pharmacist doesn’t necessarily need to know – I realise that this is really where my passion lies. The clues that blood results and other laboratory findings can give as well as the procedures and techniques that are used, continue to intrigue me. But most importantly, bringing all of these aspects together and having the knowledge, skill and belief that you can improve your patient’s well being for perhaps only a few days, is the most appealing part of medicine to me. I have had a taste of the satisfaction that can come from improving a patient’s condition in a few instances, and knowing that I had a part in it provided me with a â€Å"high† for days. When I think of what made it enjoyable, it wasn’t the medicine review or simply even the inclusion in the medical team. It was the amount I learnt, combined with the treatment process and responsibility of a decision and then the resulting gratitude from the patient and their family – all things that I will never forget. And while I know there will be many hard days ahead, the constant challenge and the feeling of fulfilment from the patients you may be able to make an impact on (or may make an impact on you) will be my driving force to continue to learn and relish coming back day after day. This is not a decision I have made lightly. The sensible and logical side of me knows that remaining a pharmacist will give me a comfortable life and that medical school is just the start of life-long study, late nights and daily second-guessing. But I also know that you can’t truly succeed in a position where you aren’t passionate about your work. Medicine is something I have been interested in for years and I have continued to seek more from it, despite initial setbacks and alternative career choices. I have experienced hospital life as well as the real world and have spoken with â€Å"mature† house surgeons who have been in a similar position to mine and who re-iterate the daily struggles mentioned. But they also state that they would do it all over again for the satisfaction they get from their job. I want that. And I believe I would do it well. How to cite Why I Want to Do Medicine, Papers

Samsung Galaxy S3 free essay sample

Samsung had became very known for their quality home appliances including television sets, but in 1983 they expanded to a new category which was Samsung mobile. Samsung mobile has been very successful and has recently managed to surpass Sony Ericsson and Motorola technology by creating a new and eye catching new phone, the Galaxy S3. Competitive Advantage The biggest competitor to Samsung’s new phone the Galaxy S3 is Apples Iphone. Apples Iphone and the Galaxy S3 primarily target the same group of demographics and psychographics; but a big advantage that the Galaxy S3 has is the fact that the Galaxy is more available worldwide. The Galaxy is available in 155 countries and on 327 carriers which is 36 percent more carries then the Iphone and 55 percent more countries. Analysis of Mission Statement Samsung’s mission statement states â€Å"To experience the joy of advancing and applying technology to the benefits of the public†. Although Samsung started as a very diverse business by selling fish and fruits its current mission statement tells us that their main goal for today is to provide the public with new quality technology that we could enjoy and also take advantage of to help us in our daily life. We will write a custom essay sample on Samsung Galaxy S3 or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page One of Samsung’s slogans is â€Å"It takes a lot of things to be the next big thing which goes along with their mission statement and the idea of having good new technology that the public will enjoy. Samsung has many slogans that are some what of addition to there their mission statement for example their slogan â€Å"Economic contribution to the nation† ,†priority to human resources†, and â€Å"Pursuit of rationalism†. Each one of these slogans was made throughout different stages of Samsung’s growth and now seen as part of their story and journey into one of the leading electronic companies of the world. Market Environment Competition As mentioned before one of the Galaxy S3’s main competitor is the Iphone but along with the Iphone some other competitors are the LG Optimus G and the Nexus 4. All four of these phones have similar features, the LG Optimus, the Nexus, and the Galaxy all run on Android but even then the Galaxy has shown to be above them. Technology So as mentioned before the only one of phones that does not run on Android is the Iphone but still has similar features.