Brand management

2009 A Strategic Analysis Sunayna Ali Gabriel A. Huppé Yat Hong Sin For: Professor Robert Forbes BUSI 4709B Strategic Management in International Business Table of Contents Executive Summary....................................................................................................................................... 5 Firm Overview – British American Tobacco (BAT) .................................................................................... 5 External Environment Overview

|Weaknesses | |Internal |Skoda is the fourth brand of VW (good brand image) |Their brand is much weaker than their product (60% to 70% of car buyers| |factors | |don’t accept their brand[1]) | | | |( They have

differentiation and high relative costs). Les critères pourraient se structurer, par exemple, selon le schéma suivant : • Products and brand recognition: fame, luxury positioning over time, differentiation (authenticity, know-how, craftsmanship, use of “cultural communication channels” ………..) • History and mission statement: storytelling, unique family management, “art and craft” spirit, no “mass luxury”….. • Corporate structure: financial and political independence (few shareholders)

rregarrds nc en & nouveaux ga ds François Bonnal Présidente Brand & Business Consulting Françoise Bonnal IREP, 12 juin 2002 Brand & Business DDB Quelles preuves nous donnent les études classiques de l’efficacité publicitaire ? Qu’apportent les nouveaux regards ( micro-analyse du comportement d ’achat, brand loyalty management ) à la compréhension de l’efficacité publicitaire ? Françoise Bonnal IREP, 12 juin 2002 Brand & Business DDB I Les preuves classiques de l’efficacité

 INTRODUCTION J'ai choisi la licence 3 management du sport en Staps à la faculté des sports de l'Université Lille 2 afin de me spécialiser dans le management sportif. En effet je suis déjà diplomé d'un DUT en Techniques de commercialisation avec lequelle j’ai pu d'acquérir de nombreuses compétences en droit, en gestion/comptabilité, en communication, en marketing, management et bien d’autres competences acquise grace au stages que j’ai pu effectuer. J’ai decider d’interviewer

individuelle, confiance, attachement, engagement. Abstract This research focuses on consumer brand relationship domain. Our main goal is to introduce the concept of consumer relationship proneness and to study its role on relationship closeness. We have proposed a definition of this concept and model its relationships with relational concepts like trust, attachment, commitment and loyalty. Key words: consumer-brand relationship, consumer relationship proneness, individual characteristic, trust, attachment

Services … on p.10 Purchases Infrastructure MARGE Infrastructure Mkg & sales … on p.10 on page 6 … Logistic of marketing … on p.9 Manufacturing … on p.9 Supply logistic … on p.9 Support activities Summary … on page 6 Human resources management Research & Development Activities 3 Introduction vente-privee.com est née en 2000 de la volonté du groupe Orédis, spécialisé dans la reprise de stocks d’invendus, de maîtriser son propre réseau de distribution pour vendre en direct aux consommateurs

e-commerce section of its website. Global product management - Global product design issues (how do they affect products in each country?) - New product development and launch (sprinkler/waterfall model? Why?) - Managing products and brands across borders (highlight product and brand differences across countries and explain why) Pricing

evaluating all or portions of their advertising programs. Advertising objective A specific communication task to be accomplished with a specific target audience during a specific period of time. Affordable method Setting the promotion budget at the level management thinks the company can afford. Age and life-cycle segmentation Dividing a market into different age and life-cycle groups. Agent A wholesaler who represents buyers or sellers on a relatively permanent basis, performs only a few functions, and does

more than a 30% share globally. Hair Care is over 20% in a large and fragmented category. P&G is growing share in categories that represent more than two-thirds of Company sales. Since 2000, they have grown P&G’s billion-dollar brand lineup from 10 to 17 brands. Moreover, P&G has improved on cost productivity structure in order to be able to make investments and to generate strong free cash flow. As a result of innovation at affordable price, investment, increase in productivity during 4