Brand management

également impliquée dans d'autres bonnes causes, y compris le réchauffement climatique, le contrôle des armes à feu et sauver les fermes familiales. * The company sells its colorfully named ice cream, ice-cream novelties, and frozen yogurt under brand names such as Chunky Monkey, Phish Food, and Cherry Garcia. La société vend ses glaces aux noms colorés, les nouveautés de crème glacée et du yogourt glacé sous les noms de marque tels que Chunky Monkey, Phish Food, et Cherry Garcia. It also franchises

de répartir au mieux les ressources dont elle dispose entre les différents segments qu’elle a décidé d’occuper. S. BOUHADDOU- MAR STRATEGIQUE 9 DEMARCHE MARKETING S. BOUHADDOU- MAR STRATEGIQUE 10 5 15/12/2014 Marketing Management 12 ième Edition S. BOUHADDOU- MAR STRATEGIQUE 11 Quelles sont les 3 décisions stratégiques du marketing ? Segmentation Ciblage Positionnement 6 15/12/2014 LA SEGMENTATION Marketing Stratégique Nov-Dec 2014 S. BOUHADDOU-

plan, research and development, acquisition of new brands…). L’Oréal had huge challenges by entering into this market. They had to face a high fragmented market with many local competitors. They also needed to access to deep market knowledge and gain a wide distribution network. Product adaptation was another challenge that L’Oréal faced. To begin, L’Oréal had invested a huge amount of money to enter into China, it was a major change for their brand. They had to face a very different market with

es d’expertise en management des organisations « sans frontières »  offrant des opportunités de création d’avantages concurrentiels liés à la mondialisation du marché sportif     Business School pionnière en France ayant créé le premier Mastère de Management du Sport (CEMAS)    Organisation des études :  Les plus de la formation :       Des professeurs ayant la double expertise académique et professionnelle dans les domaines du droit, du marketing et  du management du sport  Workshop

160 countries, consumers reach for their favorite Kraft Foods brands. And, in the U.S., our products are present in more than 99 percent of households. • We proudly market 11 brands with revenues exceeding $1 billion, including: Kraft, Jacobs, LU, Maxwell House, Cadbury, Trident, Milka, Nabisco and its Oreo brand, Philadelphia, and Oscar Mayer. Approximately 70 brands have revenues greater than $100 million. More than 40 of our brands are at least 100 years old. • More than 80 percent of our

(quel résultat en terme de business souhaite –t-on réaliser ?) • What is the position of our brand now and/or what do we want it to be? • Quelle est la position aujourd’hui de notre marque et ou souhaitons nous qu’elle soit ? • In simple language, what is the task each element of the communications is primarily intended to do (e.g. create awareness? drive traffic into our stores? convey an idea about our brand? announce an event? educate or instruct? etc.) • En langage simple, quelle tache chaque

besoins déterminent les orientations d’achat du consommateur. • Les avantages recherchés. Les attentes d’un consommateur à l’égard d’un produit ou d’un service varient selon le contexte d’achat. Selon Keller, K., Fleck, N., Fontaine, I., 2009. Management stratégique de la marque : Construire, évaluer et exploiter des marques fortes.3ème ed., Pearson, Les marques assurent plusieurs fonctions importantes pour les détaillants et les autres membre du circuit de distribution, elles incitent les consommateurs

géolocalisation can give you a clear idea of its location . This company is specialized in the on-line sale and in store of the equipement of the motobiker and his motobike. With an experience of 8 years in this environment, It offers the biggest brands of equipments motorcycle, and continues to develop. -Activity The website www.avenue-du-motard.com thousand six. The website is listed as one of the biggest in the equipment biker, which allows it to be more present at the international level

relation view … extension of RBV … Network creation and “collaboration” in supply chain management is the fuel to generate competitive advantage. This is essential from issues related to logistics coordination to issues related to brand positioning, social effect, etc… On one side, they might be the most difficult interactions to tune: the “management” of companies-interaction is more complex than the management of employes interaction in a department of a company. On the other side, they match

of sales turnover Lobbying management Customer relationship management Marketing communications Alliances management Project management NOVA DANE Novadane September 2006. NOVADANE Consulting 2- Areas of Expertise Areas of Expertise International Diagnostic Sales & marketing Strategy Audit & Market Research CRM Distribution Strategy Marketing Informations System Lobbying Alliance management Business Intelligence Development sales turnover Interim management Customer ve lo Operational