Marketing Diary

ZAGREB SCHOOL OF ECONOMICS AND MANAGEMENT Academic year 2010. /2011. Written by Tanja Igic Marketing diary Course Principles of merchandising Zagreb, 2010. yield 1 Competition Uniqueness as an authoritative advantage Source http//www. fashionunited. com/news/leads/custo-and-desigual-in-legal- struggle-200823070855 (08. 10. 2010. ) The topic I chose as the first angiotensin-converting enzyme is the legal war between two famed Spanish fashion brands- Custo Barcelona and Desigual. The reason why it is the first entry is be caseful I am really interested in fashion and Desigual is my favourite brand.This summer I went to Spain and I recognize that there is a brand very similar to Desigual, both in design and prices. This was the first cartridge holder that I fix heard for Custo Barcelona. Unlike Desigual, Custo is non an internationally cognize and famous brand. Oppositely, in Spain, the disputation between the two is very postgraduate. I can fifty-fifty comp ar it with two major association football clubs Real Madrid and FC Barcelona. In most cases, if you prefer Desigual, you would neer buy from Custo and vice versa. Shock for Desigual lovers came in 2008, when Custo Barcelona filed a plagiarism lawsuit against Desigual.Custo accused Desigual for copying its mixtures of patchwork and materials and also for arrive at hitched withing their shop openings and contacting Custos distri besidesors to market its products. No one ever wrote about the end of this lawsuit and that is why I can non repay my comment on the final stopping call for, moreover I can comment on Custos closing about filing Desigual. I calculate it as a desperate action of trying to sterilize to a bulkyer extent of a tar contract market. What they didnt consider is that Desigual lovers, after this affair, sticked nonetheless more with Desigual.Unfortunately for Custo, Desigual is becalm existing, not only on the Spanish market, but worldwide, and it is stronger than ever. modality out 2 Controversial marketing Shock denote Source http//press. benettongroup. com/ben_en/about/campaigns/history/ (02. 11. 2010. ) It was few years ago when I heard for Benettons and Sisleys controversial advertisements for the first time. Since then, I suck been checking out their new ads every now and then, because they keep terrific me every time I see them. Recently, there has been a new billboard by Sisley on the streets of Zagreb.The picture is representing a unexampled women on the floor with heaps of cucumbers somewhat her and one in her mouth. They fitting keep shocking, but why? Probably because controversial marketing is known to have an impact on drawing attention to the brand. When searching about the reasons why Benetton is doing such commercials, I found out that they destiny to rise the aw atomic number 18(p rednessicate)ness about global problems and concerns among their global customers. They have officially divided their advertizement campaig ns in common chord separate phases and the first one started in 1986, when Benetton began cooperation with Oliviero Toscani.The phases where named cycle of difference, cycle of reality and cycle of bighearted speech and the right to express it. Each released campaign, such as the one against capital punishment, resulted in widespread protest against the company, from the customers as rise up as governments. Usually, it ended up with rotarys of free publicity and an maturation in trades, but after the death row campaign, they headstrong to stop controversial advertising. They faced the position that they have repeated using controversial subjects for too long and that the impact on the customers was rather negative. issuance 3 TV advertisingEffects of television food advertising on eating behavior Source http//www. yale. edu/acmelab/articles/Harris_Bargh_Brownell_Health_Psych. pdf (21. 11. 2010. ) Topic 4 Market impact teams in coca sens HBC Does it really increase sales? a few(prenominal) weeks ago, I have received an e-mail offering a student internship in coca plant Cola HBC in the selling department. It beed very interesting from my point of view and thats why I decided to sign up for doing the internship. I had been invited for an interview and the week after I have started my internship in Coca Cola. It lasted for a week only.First day of my internship, we all gathered to demandher and were explained what are we going to do in the next phoebe bird days. Firstly, I was disappointed, but now, after I have finished those tough five days, I am really glad because of that experience. Market impact teams are teams of two or three concourse, one student and two Coca Cola employees usually, who are going around coffee proscribe and shops and are trying to have an impact on buying behavior by ordering shelves, cleanup spot fridges, putting promo material all over the place, thus creating a brand awareness. MIT is organized two time a year, befor e Christmas and before Easter.In Coca Cola, they are very proud of this actions, but I have always been asking myself, does it really increase sales? The answer was given to me by a young manager, who I was working with. He told me that in the short run and in general, it does not increase sales, but it creates a brand awareness which is really important for every product and company. It wasnt an answer that quelled me. I went further by asking But Coca Cola is a well known brand, actually, in all likelihood the scoop up known brand in the world. Why are you still trying to raise brand awareness? Thats when I got an excellent answer, which I will never forget.He told me Yes, everyone knows about Coca Cola, but sometimes you solely have to remind people that your product still exists That is probably the best explanation of advertising I have ever heard. This experience was unforgettable for me. Source my student internship ( (02. 12. 2010. ) Topic 5 Packaging and price Is the price, package or smell of a perfume what matters the most? going away into a perfumery and having a glance at all of the beautiful and colorful perfumes, makes me buy them all. After draw close the most beautiful and attractive one, with the amazing desire of having it, you smell it and amazingly, it smells really bad.What are you doing? If you have silver, probably you end up buying it anyways. If you dont, you wouldnt probably buy the better smelling one either. This question arises in my head every time I see millions of amazingly looking wee packages of perfumes. The separate fact that I have accomplished is that perfumes for male population are not veritable(a) comparable to female ones. Is the package of the perfume what really drives our purchase behavior when buying perfumes? Some researches gift that associating a beautiful design and color of a perfume with the smell makes the perfume more attractive, which increases the purchase.But what if a perfume is a great lo oking, with average smell and high price? That makes him even more attractive. It is well know that expensive perfumes are luxury goods. Higher price will make them more sexually attractive because when seeing a beautiful package and a high price, we are creating an learn of it before even smelling it. Not only for perfumes, this phenomenon happens with other luxury things as well. Human nature is just not strong enough to disagree a beautiful package. Topic 6 Brand image / fear moral philosophy Procter and Gamble interrogation on animals Source http//www. pandgkills. om/main. html (05. 11. 2010. ) I have been averting Procter and Gambles products ever since Ive heard that they are testing one animals. I am a commodious animal lover and for me, animal killing is almost as cruel as human. The Procter and Gambles testing on animals was also a topic of my speech on the second year of college and that is when I did a little research on this topic. Not only that Procter and Gambl e is one of the most famous brands in the world, but it is also one of the richest companies. Its cruel method of testing can be easily replaced by an alternative.Despite this fact, P&G refuses to stop testing on animals, even though more reliable and humane alternatives do exist. By testing on animals, not only that they are creating a bad brand image and are representing a companys unethical behavior, but they are also losing a plenitudes of customers each day. Still, it is not important for them. Their earnings are probably still so high, that they dont have to take care about those 100 people gift up from their brand each day. I am one of them and I can tell for myself that I would never buy from Procter and Gamble again, neither from the other brands testing on animals.Despite their global popularity, the brand image they are creating is not as good as it could be if they spent the spacious amount of money they have on behaving more ethically and switching to a less cruel wa ys of testing their products. Topic 7 Design Ugly, comfortable and expansive- arrant(a) combination I have tried hard to resist buying UGG boots this and last winter, and fortunately, I have succeeded. Different story is with my Crocs slippers. In fact, I have 3 pairs and I just love them. Those two brands I choose because they are well known for existence ugly and expensive, but extraordinarily comfortable.I have never tried UGG boots myself but from other peoples stories they seem extremely warm and cosy. Since I have been seeing them every day, they are not even so ugly for me anymore. Crocs slippers neither. From my own experience, I can say that Crocs slippers are so comfortable that when you strike them once, you just dont want to take them off. They are perfect choice in lots of situations and places, such as home, beach or long way walk of life. From these two examples, we can see that recently, people changed their points of view a bit.Of course, people still take care a bout how they look but sometimes, the way they feel in their clothes and shoes leaves a stronger impression than the clothes itself. UGG Australia and Crocs are two perfect examples for this statement and after writing this diary I will probably give up from my decision to never wear UGG boots and go buy a pair for myself. Topic 8 Business ethics Lying about price reductions Last winter, I was in shopping for a jacket. While manner of walking along Ilica, I entered a Miss Sixty store to see if they have something interesting for me.I came crossways a really nice, but for me, very expensive jacket. On the price tag, it said that it costed 3000 kunas but it is 50% off, so it costs only 1500 kunas. The jacket was from the winter before and that is why the price was reduced. I never got over that jacket and thats why I still remember the story. This year I was walking along Ilica again and went in the Miss Sixty store to see the new interior of the store. The very same jacket from the last winter, that was actually from the winter before, was still on the hanger. The thing that surprised me the most was the price on the price tag.It said that the jacket costed 4500 kunas in the beginning, but the price was reduced to 3700 kunas firstly and now, it is even more reduced, and costs only 3000 kunas. That really shocked me. After telling this story to other people, I heard very similar experiences but with other stores and brands. It usually happens that, if a product is not sold on the discount the year that it has been produced, the price next year appears to be the same, even though they say it is on sale. From my own experience and point of view, words like sale or discounts or price reduction are very influential on human brain and thus, buying behavior.Sometimes you just cant let other people buy that great shirt or a jacket that is on sale and you end up buying it, even though you might not need it or its price is still high. Experts dealing with selling prod ucts and services are very aware of the basic facts in buying behavior and human nature. They know that only a word sale will increase sales even if there is no sale at all. What bothers me is that I am probably falling for that trick almost every day but I do not realize it. As well as experts know how to sell, we should know what we want to buy and we should never follow the words, because sometimes they are just misleading.Topic 9 Brand loyalty Waiting up to 6 months to get on the waiting list Hermes Birkin bag http//www. dailymail. co. uk/femail/article-1184169/Bag-lady-Victoria-Beckhams-100-strong-Birkin-bag-collection-thats-worth-1-5m. html (05. 12. 2010. ) Since I am desperately waiting to get my degree and have a chance to go for a Master programme in Milan and have my dreams come true, I have focused on a fashion industry and happenings from this field, to be up to date. Thats is how I came across the article about very famous Hermes Birkin bags.Everyone knows how expensiv e and popular they are but I would never expect that people would wait up to 6 months to only get on a waiting list. One of their most loyal customers is famous Victoria Beckham, who has a huge collection of their bags, worth about 1. 5 million pounds. This shows a great brand loyalty they have, among the celebrities but the rich part of population also. Birkin bag is a luxury, rather then a need and from that point of view we can say that each person who buys it is loyal to the brand. If it wasnt for loyalty and the status symbolic representation, no one would ever buy a million pounds worth handbag.Topic 10 Color psychology and marketing Do colors really impact consumer behavior? http//www. syncrat. com/articles/color-psychology-in-marketing (27. 11. 2010. ) On my way to new Arena center, whose logotype is by the way, also in red color, I have given some attention to the advertisements around me. I have noticed that most parole are in the red color. I didnt know if it was for a reason and thats why I checked it on the internet as soon as I came home. There really is an amazing relation between the two and thats why firms pay a lot of attention when designing a logo or fashioning a commercial.It is said that red color is a symbol of aggression and passion and it is used to prod an individual to take action or convey a warning. It is also believed that is stimulates appetite. Oppositely to aggressive red color, green color is way more relaxed, symbolising growth and wealth. It is often used in commercials for graphic products. It calms the mind and creates a feeling of happiness. Black color, an example of a neutral color, is well know symbol for elegance, power and sadness, as well. It is said that black color shouldnt be used a lot when advertising.It can cause sadness and depression. On the contrary, white color symbolises cleanliness, purity and spirituality. It is used a lot in advertising but mostly as a background color, because it makes other colo rs seem more vivid and bold. All of these examples show that my question about the relation between colors and logos wasnt foolish at all. When seeing advertisements and commercials, but buying also, people do not consider a color as something that influences their buying behavior, but researchers and marketing specialists are more than aware of this great marketing weapon. - IN LEGAL WAR pic pic pic pic pic pic pic I have never been a big winnow of television, in fact, I have been avoiding watching TV and trying to do something else instead, since I have started high school. When I was 15 I went to United States for a year as an exchange student. Living there, skirt with lots of overweight people, junk food and starting to have weight problems myself, I have realized what a damaging effect on human health a food can cause. Since my server mother was a nurse, she was taking a lot of care about mine and my host sisters reasoning(a) diet.I have never heard about the topic before, becuase the problem is not so spread in our country, but my mom was always talking about negative effects of television food advertising on eating behavior. If it wasnt for her, I would probably never realize the shocking effects of TV on the eating behavior. All of us know how unhealthy is to eat in front of the TV. It is because our brain isnt acquiring signals fast enough and we dont stop eating as we would stop if we were concentrated only on eating.Effect which is colligate to this one is the effect of food advertising on TV and our eating and purchasing behavior. Nowadays, obesity is the hot growing cause of disease and death in America, caused by reductions in physical activity and overconsumption of unhealty food. A lot of people consider that unhealthy messages communicated to children through food advertising is a leading cause of unhealthy consumption. It is also confirmed that food advertising leads to greater preferences and purcahse of the products advertised.What we can conclude from these facts is that we should try to avoid eating in front of TV or eat whatever is advertised on TV at that moment. When going to the store we should be led by the healthiness of a product purchased and not its package and great TV commercial. pic pic pic pic pic pic pic pic SALE pic pic pic pic pic pic pic pic pic pic hRQh. 5? *picB* CJaJph0h? )? h? )? B*picCJ aJ hmHnHphsHt INCLUDEPICTURE http//www. frechen20. de/include/downs/Editor_files/image/Sponsoren/Topsponsor/bauhaus%20Logo%20sahin(1). jpg * MERGEFORMATINET pic