What started out to be nothing more than a dream of Walter Elias Disney, with the release of Alice in Wonderland, a series of short film comedies, the beginning of a world renowned global corporation Walt Disney had evolved. Walter and his brother Roy were equal partners in what was originally the Disney Brothers Cartoon Studio in 1923 and with the suggestion of Roy, it soon was renamed The Walt Disney Studio. After four years of success and profit, Walter and Roy experienced a business set back when they found their film distributor M.J. Winkler had stolen their cartoon characters and animators in attempt to undercut them. With the help from their chief and loyal animator, Ub Iwerks, Walt created Mortimer Mouse, which was renamed Mickey Mouse by his wife. The first cartoon with synchronized sound was released at the Colony Theater in New York, November 18, 1928. Walt Disney Continue reading
Marketing Strategies
Case Study: Coffee Cafe Business in India
Starbucks started in Seattle in 1970 as a gourmet coffee retailer, selling fresh ground coffee beans to local coffee lovers. Starbucks CEO, Howard Schultz spotted an unfulfilled market need for cafes serving gourmet coffee directly to consumers. This proved to be a sound market penetration strategy and led to a large loyal consumer base. Read: Case Study of Starbucks: An Amazing Business Success Story Entrepreneurs in India discovered the romance of coffee at Starbucks and a few coffee chains, such as Barista, Cafe Coffee Day, and Qwiky’s have sprung up in metro cities. People of all age groups are extending enthusiastic welcome to this new entrant and drinking coffee like never before. Coffee lovers have always been lyrical about the virtues of this beverage — coffee inspires poetry and inflames prose; it is capable of firing passion, and stir people to romance, and drown a lover in dreams. The word Continue reading
Factors affecting Advertising Media Selection
The advertising medium refers to the means through which the advertiser can convey his message to audience. Proper selection of the media enables the advertiser to achieve the desired results. Hence, advertising media selection is vital for the success of an advertising campaign. An advertising medium is any object or device that carries the advertising message. It should be capable of accomplishing following three objectives: To reach the largest number of people possible. To gain their attention. To be less expensive. The character of the medium is largely determined on the objective and factual basis such as whether the coverage of the medium should be national, regional or only local. Factors Governing of Advertising Media Selection Selection of a suitable medium for advertising is really a complex problem to the advertiser. There are a number of kinds and classes of media in the modern advertising. Hence, the advertising media selection Continue reading
Significance of Social Evaluation of Marketing
Social Evaluation of marketing is an approach that has a long-term impact on an individual. Marketing plays an important role in a society by influencing life of people. Marketing is much more than advertising and selling. It plays an important role in meeting the needs of the consumers. The concept of marketing touches life of every individual. It is a medium through which desire of people is satisfied on everyday basis. The overall concept of marketing concept covers activities like advertising, public relation, promotion, sales, etc. This is a process through which a product or a service is introduced in the market. For the reason it is important to manage the marketing policies. Marketing is a broad concept comprising of activates from procurement of raw material till after sales services. The broad parameter of the marketing strategies helps in organizational design. For the purpose the marketing strategies are developed by Continue reading
Positioning and Differentiation of Services
Services firms are not identifying their key market segments and then determining how they wish consumers to perceive both their company and its products and services. Positioning is of particular significant in the services sector as it places an intangible service within a more tangible frame of reference. Thus the concept of positioning stems from a consideration of how an organization wishes its target customer to view its products and services in relationship to those of its competitors and their actual, or perceived, needs. “Positioning is concerned with the identification, development and communication of a differentiated advantage which makes the organization’s products and services perceived as superior and distinctive to those of its competitors in the mind of its target customers.” Positioning offers the opportunity to differentiate any service. Each service firm and its goods and services has a position or image in the consumer’s mind and this influences purchase Continue reading
Social CRM – Integration of Social Media into Customer Relationship Management
The modern corporate world has experienced gradual changes over time resulting from different business environments. These environmental changes both internally and externally have in one way or the other affected the growth of business organizations as well as the organizational performance. One of the best ways or improving organizational or business performance is through improving the organizational customer relationships. Business customers act as the greatest assets of the business and therefore their relationship with the business determines the overall performance of the business. A satisfied customer will always end up being a loyal customer of the business and also becomes an ambassador of the company to other prospective customers. Many businesses or organizations have embraced the use of information technology in perceiving different organizational changes and developing effective strategies to counter these environmental changes. On the other hand some other companies have not yet shifted to the use of information Continue reading