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Did you know that Pinterest was originally conceptualized as a catalog of online shopping ideas? When it launched in 2010, it was primarily aimed at helping users discover products they might want to buy. However, it quickly evolved into a broader platform for inspiration and creativity, where users could save and share ideas across various interests, from DIY projects to travel destinations and beyond. Let’s uncover how Pinterest transforms everyday browsing into a tailored experience of inspiration and discovery.

History of Pinterest

1. Founding and Launch:

• Co-founded by Ben Silbermann, Paul Sciarra, and Evan Sharp.
• Launched as a closed beta in March 2010, available by invitation only.

2. User Growth:

• Initially struggled to gain traction.
• Ben Silbermann personally emailed the first 5,000 users for feedback.

3. Design and Features:

• Simple design focused on easy pinning and organizing of images.
• The “Pin It” button became a central feature.

4. Early Users:

• Early adopters were mainly designers, crafters, and creatives.
• Popular categories included fashion, home decor, and DIY projects.

5. Growth Strategy:

• Leveraged social media and word-of-mouth for growth.
• Users invited friends and family to join.

6. Funding:

• Early funding from angel investors and venture capital firms, including Andreessen Horowitz, in 2011.

7. Recognition:

• Named one of Time magazine’s “50 Best Websites of 2011.”
• Became one of the fastest-growing social networks, reaching 10 million unique monthly visitors quickly.

8. Mobile Shift:

• Launched iPhone app in March 2011, boosting engagement.

9. Community and Culture:

• Nurtured a sense of community through shared passions and connections.
• The visual nature and focus on inspiration resonated with a broad audience.

Business Model of Pinterest

Pinterest generates revenue primarily through advertising, with a focus on Promoted Pins and Shopping Ads. Promoted Pins are seamlessly integrated into user-generated content, appearing naturally in users’ feeds and search results. Shopping Ads simplify direct transactions by linking users to retailers’ websites.

Aside from advertising, Pinterest is exploring new revenue streams, such as affiliate marketing and potential subscription services, to diversify its income sources. It’s user base is predominantly female, making up approximately 71% of its total users globally. This demographic influence shapes the platform’s content and marketing strategies, which emphasize categories like home décor, fashion, food, and lifestyle.

While Pinterest is well-established in the United States, it is also expanding globally and attracting users with diverse backgrounds and interests from various regions.

Pinterest’s Success

Pinterest’s success is attributed to its unique value plan as a visual discovery platform where users can curate collections of images and videos, known as “pins,” on themed boards. This approach encourages creativity and self-expression while helping users discover content based on their interests.

User-generated content is essential to Pinterest, with users actively displaying boards and sharing content that resonates with them. Brands and influencers also play a significant role in shaping the platform’s content by collaborating on campaigns that balance seamlessly with user-generated content. The focus on display content and editorial boards helps to boost user engagement and loyalty.

Pinterest continues to innovate to improve user experience. Advanced AI and machine learning algorithms power features like Pinterest Lens, which allows users to search for visually similar items using their smartphone cameras. This visual search capability streamlines the discovery process and positions Pinterest as a leader in visual technology within social media platforms.Challenges Faced by Pinterest

Pinterest has encountered several challenges in its early days and continues to address various issues as it expands. Below is an overview of the challenges Pinterest faced in the beginning and is currently facing, as well as the strategies the company is implementing to overcome these obstacles.

Initial Challenges

Current Challenges

Future Prospects of Pinterest

Strategic Initiatives

In the future, Pinterest is looking to broaden its presence in new markets and demographics, as well as improve its shopping features and capabilities. Strategic partnerships and collaborations with tech companies are expected to be key in driving future growth and innovation.

Predictions and Market Trends

As visual content continues to dominate digital media, Pinterest is well-positioned to capitalize on this trend. Augmented reality (AR) experiences, enhanced personalization, and deeper integration with other digital platforms are likely to shape Pinterest’s evolution in the coming years.

Conclusion

Pinterest’s journey from a startup founded on creative inspiration to a global platform influencing digital discovery highlights its resilience, innovation, and user-centric approach. By staying true to its core values and continually changing with market trends, Pinterest is well-positioned to overcome the challenges and seize opportunities in the dynamic social media landscape.

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Did you know that Samsung’s business empire stretched across the world for its technology and its construction sector has built the tallest building in the world, the famous “Burj Khalifa”. Samsung is a South Korean company, mainly recognized as an electronics producer, actually started as a grocery trading store. Through this case study, we will learn about the company’s history, growth and challenges throughout the years.

The Early days of Samsung

Samsung used to trade noodles and other goods produced in and around the city and export them to China and its Provinces. The company expanded its business into textiles after the Korean War and opened the largest woolen mill in Korea. It decided to focus on industrialization to redevelop the country after the war. The company benefited from 3 new protectionist laws by the Korean government. These laws shield the company from competition and provide easy finance. In the latter part of 1950, it purchased three of Korea’s largest commercial banks, an insurance company and a firm. In the 1960’s it acquired an Oil refinery, a nylon company, and a departmental store.

In the 1970s, the company grew its interest in textile manufacturing, including processes that covered all the production from raw materials to end products. During the same period, branches of Samsung, like Samsung Heavy Industries, Samsung Shipbuilding, and Samsung Precision Company, were entrenched. It also invested heavily in the chemical and petrochemical industries. 

About the Founder

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Lee Byung-Chull belonged to a huge landowning family in the Uiryeong Region. He moved to Daegu and founded Samsung Sangoe. When the organization succeeded, he moved his head office to Seoul. Initially, Lee founded a trucking and real estate business in Daegu on 1st March 1938. By 1945, The company was so well established that it could transport goods to Korea and other countries.

With the conquest of Seoul by North Korea, he was forced to leave Seoul and relocate his business to Busan. The next year turned out to be beneficial for him as the US army demanded massive equipment. Overall, the one and half years seemed quite beneficial for his Trading Company. Lee founded an association named “The Federation of Korean Industries” for cultural purposes. He also established “The Samsung Cultural Foundation” and promoted programs that enriched Korean culture.

The Growth in the 20th Century

The company opened a development Centre in Warsaw, Poland in 2000. It started with Set-Top Box technology before moving to TV and Cell Phones. In the first trimester of 2012, Samsung Electronics surpassed Nokia to become the world’s largest cell phone creator. It got U. S. Patents from other organizations like IBM, Google, Sony, Microsoft, and Apple. 

Business Strategy

Samsung has applied “Great Business Strategies” over the years. A while ago the company wasn’t as famous as it is now, but it has advanced in such a short period that it is now competing with Apple. Inc. Its growth is so significant that it has made the company the most profitable tech company and 7th most significant brand. The effective marketing strategy changed a cost-driven system to reform its structure to a power producer. 

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Key Strategic Decisions

1. Vertical Integration: One of the company’s core strategies has been vertical integration, where the company manufactures a significant portion of its components. This includes semiconductors, displays (LCDs and OLEDs), and batteries. By controlling these critical components internally, it ensures quality control, increases self-dependency, and maintains competitive pricing.
2. Global Expansion: The company has set up manufacturing facilities and established strong distribution networks worldwide. It has adopted an aggressive international expansion strategy. This global footprint not only helped market penetration but also diversified risk across various regions and economies.
3. Brand Building and Innovation: The company invested in marketing and brand-building efforts to establish itself as a global leader in technology and innovation. It is now synonymous with quality, reliability, and cutting-edge technology, which drives consumer trust and brand loyalty across diverse product categories.

Challenges Faced

Despite its remarkable success, the company has encountered several challenges along the way:

1. Legal and Ethical Issues: It faced legal challenges, including patent disputes with competitors like Apple, allegations of corporate governance issues, and scandals involving top executives. These legal battles have, at times, damaged its reputation and resulted in financial casualties.
2. Market Saturation and Intense Competition: The consumer electronics market, particularly smartphones and televisions, is highly competitive with thin profit margins. It faces constant pressure from competitors like Apple, Huawei, and Xiaomi, necessitating continuous innovation and differentiation to maintain market leadership.
3. Brand Deformity: In 2016 some smartphones reported deformity causing extreme heat and resulting in flames and blasts. It reviewed the reported smartphones and found out that they had faulty batteries. The company replaced the reviewed phones. Later it was found that all the Samsung Galaxy Note 7 had the same problem. So the company recalled all the phones and forever ended its production on the same day. 

Impact on Global Markets

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The company’s influence on global markets is profound and multifaceted:

1. Technological Advancement: The company’s continuous pursuit of innovation has set industry benchmarks in consumer electronics, semiconductors, and display technologies. Its advancements in mobile phone technology, such as foldable screens and 5G connectivity, have pushed the boundaries of what is possible in consumer electronics.
2. Economic Contribution: As one of South Korea’s largest conglomerates (known as chaebols), it contributes significantly to the country’s economy through job creation, export revenues, and technological advancements. The company’s economic impact extends beyond South Korea, influencing global supply chains and contributing to technological progress worldwide.
3. Supply Chain Dominance: It’s position as a leading supplier of semiconductors (especially memory chips) gives it considerable influence over global supply chains in technology. Fluctuations in the company’s production output can have ripple effects across industries dependent on these critical components.

Conclusion

Samsung’s evolution from a local trading company to a global powerhouse exemplifies strategic foresight and innovation. The company’s commitment to vertical integration, global expansion, and continuous innovation has enabled it to overcome numerous challenges and maintain its leadership position in diverse sectors. Its strong brand equity, robust R&D capabilities, and diversified business portfolio position keep the company well to continue shaping the future of technology and maintaining its pivotal role in global markets.

Also Read: APPLE VERSUS SAMSUNG – WHICH COMPANY IS THE TECHNOLOGY GIANT?

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Start your day with Dunkin’ Donuts’ mouth-watering coffee and freshly baked delights. From classic donuts to bold coffee blends, Dunkin’ is your go-to for a delightful morning boost or a sweet afternoon. Dunkin’ is the brand that has captured a successful brand image for its tasty donuts and coffee with its standard service area in the food and beverage industry. Since being established, Dunkin’ has changed noticeably. In this article, we will see the strategies and their detailed timeline history and evolution, along with the factors that have helped this company grow and have a strong position.

History and Evolution

In the early years, William Rosenberg established the company in 1950 in Quincy, United States of America. Rosenberg’s vision focused on the ordinary and tasteful image of a coffee and donut outlet that would target the working population. In the first store, there were only fifty-two types of donuts documented, with fresh coffee being its specialty. Expansion and franchising foundational store success led him to consider franchising as a way of expanding the business. In 1955, Dunkin’ Donuts had its first franchise and discovered its way to a quick expansion. The franchising model was somewhat successful, as the company managed to expand its outlets, strengthen its position, and retain high-quality as well as customer-oriented service. 

In 2018, it declared a top rebranding exercise where the quality of the company’s name was reduced to mere ‘Dunkin’ to show its menu beyond doughnuts. This was done as part of the other moves designed to update the image of this brand and target younger, more multicultural consumers. Though, with the change of the name, Dunkin’ Donuts is still popular among millions of customers all around the world.

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Business Model and Strategy 

• Franchise Model: The company mainly uses a franchising business model, which has been a central factor in the expansion of the company. Through this model, it can manage people in each market and gain local workers and capital while maintaining the same rules throughout all the stores. In return, franchisees receive detailed courses, regular assistance, and use to supply networks. 
• Menu Innovation: Another strength that is well-proven with Dunkin’ Donuts is flexibility in menu offerings to reflect ever-changing consumer preferences. However, with core products such as donuts and coffee, there has been the inclusion of breakfast sandwiches, bagels, and smoothies, among others. Daily and weekly specials like pumpkin spice products are helpful in terms of food variety and attractiveness. 
• Digital Transformation: Digital technology has been adopted as part of the company’s strategies. The brand also introduced its mobile application in 2012, including ordering from the mobile app, membership reward programs, and offers. Smartphone user interfaces have grown to become a powerful marketing arm through mobile applications; a clear case is the Dunkin’ Donuts mobile application.

Marketing and Brand Positioning 

• Target Audience: It focuses on a somewhat diverse audience of consumers, involving workers and other busy individuals, small families, and the youth, in search of quick serves of food and drinking water. The target marketing message consists of delivering the message that the brand is reliable, fast, and of good quality. 
• Advertising Campaigns: Throughout the years that it has been in operation, Dunkin’ Donuts has developed several advertising campaigns that have gained acceptance in the market. The “America Run on Dunkin” slogan, which was launched in 2006, further supports this proposition by focusing on the institution’s everyday involvement in the lives of Americans. This particular campaign has been particularly beneficial for improving brand association with that of a coffee and breakfast place. 
• Social Media and Influencer Marketing: It has successfully used social media platforms to capture customers and introduce new products. The present plans for social media include offering enjoyable and understanding content, encouraging consumers’ comments and activity, and forming partnerships with key opinion leaders. Such actions have provided the brand with detailed information regarding its fans and established an online community for them.
• Key Competitors: Dunkin’ Donuts faces hard competition and potential global competitors in the market, with major strategic competitors being Starbucks, McDonald’s, and Tim Hortons. These brands offer different value propositions, so the industry can be considered highly competitive.

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Differentiation Strategies 

Dunkin’ Donuts has to offer its services at lower prices, be easily accessible, and have a wide range of services and products. The target consumption pattern can hence be attributed to the brand focus, which highlights convenience in terms of speed, finding what customers need, and satisfaction with their hunger. Also, the accessibility, which refers to numerous outlets available throughout the country, indicates that it cannot be limited.

Financial Performance 

Dunkin’ Donuts has steady revenue growth coupled with well-managed costs. It states that the brand’s revenue growth is driven by new store development, greater same-store sales, and expanded menu options.

Profitability: The franchise model is utilized to increase the firm’s productivity by lowering the capital required for store expansion. The fee collected as a franchise, along with the royalty income, guarantees a regular income and is the reason for operational success in achieving the chosen gross margin. 

Challenges and Opportunities 

• Challenges: It also has some difficulties, like competitors’ actions, shifts in customers’ preferences, and dissimilarities in the macro environment that may affect the brand. Further, behind the quality and service it has collected over the years, forming a huge franchising network, is another active process. 
• Opportunities: The firm can expand its marketing in the domestic and global markets for more sales and growth. Also, there is always an opportunity to invest more in digital technologies and sustainability to make them more appealing to present customers. 

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Future Outlook 

The copyright status remains true as the scheme is determined to record rapid growth and expansion strategies by increasing the store’s outlets in both traditional and evolving locations. The expansion opportunities arise from the brand’s business model, which has insight into the company locations like airports and campuses. Dunkin’ Donuts today has a whole lot of opportunities, and it is ready to grab every single one of them and create new opportunities for coffee drinkers in the future. 

Conclusion 

In conclusion, Dunkin’ Donuts‘ journey from a single store in Quincy to a global coffee and donut icon showcases its remarkable evolution and success. Founded by William Rosenberg in 1950, the brand’s commitment to quality, innovative franchising, and adaptability has been key to its growth. The company’s ability to stay relevant through menu innovation, digital transformation, and effective marketing has kept it at the forefront of the industry. Despite facing challenges from competitors and changing market trends, Dunkin’ Donuts continues to thrive by seizing new opportunities for expansion and enhancing customer experience. As it moves forward, the brand remains dedicated to offering its signature delights and adapting to the evolving needs of its diverse customer base.

Read More: Key Questions To Ask Before You Decide To Own A Donut Franchise!

Did you know H&M, a renowned international clothing fashion retailer initially originated from a hunting and fishing store? Starting in 1947, today it has grown into a global brand known for its trendy and affordable clothing for men, women, and children. Over the years, there are thousands of retail stores around the globe. It has expanded to every corner of the globe with 4743 stores in over 50 countries making an average sale of 236 Billion SEK each year. 

In this article, you will learn about this brand’s enduring legacy, history, challenges, marketing strategies, and influence on the fashion industry. 

Brand History of H&M

H&M started in 1947 in Sweden with a women’s clothing store called Hennes, opened by Erling Persson. In 1968, Persson bought a hunting and fishing store named Mauritz Widforss. He started selling men’s and children’s clothes too and renamed the store Hennes & Mauritz, or H&M.

In the 1970s and 1980s, H&M opened more stores across Europe. By the 1990s, they had stores in the U.S. and Asia. It became famous for working with top designers and celebrities in the 2000s.

In the 2010s, H&M started online shopping and introduced the Conscious Collection, focusing on eco-friendly fashion. In the 2020s, it continues to grow worldwide and online, while working hard to be more sustainable.

H&M’s journey shows its goal of making stylish clothes accessible to everyone and caring for the environment.

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How Is the Brand H&M Different From Others?

There are 10 major factors that create a huge difference between H&M and the rest of the brands. 

1. Designing and Production Strategy: H&M relies heavily on outside designers and suppliers to create its clothing collections, which allows it to produce a wide range of styles at low costs. On the other hand, the rest of the brands have different business models, which means they design, produce, and distribute their clothing. 

2.  Store Designing and Layout: It tends to have a more traditional retail layout, with clothing displayed by category, such as men’s, women’s, and children’s clothing. On the other hand, the rest of the brands often have a more experimental layout, with clothing displayed more editorially.  

3. Follow the Trend-Driven Market: H&M targets a broader market with a wide range of clothing styles and price points, while the rest clothing brands focus on a more fashion-conscious market. 

4. Affordable Price: H&M’s main differentiator is its ability to offer stylish, fashionable clothes at a lower price point. It opens an opportunity for the middle class to wear modern clothes which indirectly enhances selling rates. 

5. Focus on Customer Feedback: It trains its employees to ask customers for reviews just after purchasing. This gives an idea to understand the trend and reach out to maximum customers. 

6. Innovative Marketing: It includes social media campaigns, influencer partnerships, and experimental marketing. These efforts help the brand stay in the marketplace and engage with its target customers effectively. 

7. Global Presence: Today, it has a vast network in numerous countries, which means customers don’t need to travel long distances to access its brand’s products. 

8. Sustainability: It is working hard to become a leader in eco-friendly fashion. It has started garment recycling programs where customers can bring back old clothes rather than throwing them in the garbage. 

9. Online Shopping Experience: It connects its store with online platforms to get the same shopping experience sitting at home. You can shop online, pick up your orders, and return or replace them either online or in a store. 

10. Fast Fashion Model: It has made a team especially to analyze the trend on social media. This allows it to offer trendy clothing at affordable prices. 

What Are the Challenges Faced by H&M?

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1. Fast Fashion: Where fast fashion is a big differentiator it is also a big challenge as well. To keep up with the trend H&M leads to lots of waste and harm to the old environment because old clothes are thrown away. 

2. Economic Fluctuations: Changes in the economy affect the sales of this brand. When people have no money to spend on clothes, they buy a few clothes which affects their sales. 

3. Competition: The brand has to constantly work to stay in the market, keep prices low, and give an enjoyable shopping experience to compete with other brands Zara, and online shops like ASOS.  

4. Expansion in the Global Market: With the increasing demand for the products in different areas the stores need to be expanded which needs lots of effort.

5. Digital Experience: Stores need to upgrade their platform each time with the development in technology for customer’s premium experience. 

5 Interesting Facts About H&M You Didn’t Know

1. In 2017, the store earned the top ranking in the fashion industry by Forbes. H&M prides itself in treating employees well and providing career paths. 

2. The meaning of the H and M letters in H&M is unique: 

• H stands for Hennes, which means “hers” in Swedish. This gave an idea for the women’s clothing store to Erling Persson. 
• Persson decided to sell men’s clothes as well so he purchased a hunting store called Mauritz Widforss. 

Later on, he renamed his store to sell men’s and women’s clothes together as Hennes & Mauritz (H&M). 

3. Customers who participate in the clothing recycling programs get an opportunity to win gift cards from $50-$500 in value.  

4. There is a tradition that when new stores open, all new employees celebrate it by performing a choreographed dance in front of customers and the press. 

5. Seven out of eleven members of the board are female. The female-driven board helps in auditing finances and other issues that arise. It is also worth to know that eleven members of the board are white. 

H&M’s Marketing Strategy to Reach Potential Customers

This strategy involves three stages shortly called STP – Segmentation, Targeting, and Positioning. 

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1. Segmentation: It targets young adults aged 18 to 35, including children and teenagers. Further, it is segmented within this age group by factors like lifestyle and income. 
2. Targeting: It primarily targets middle-class people seeking affordable and trendy clothes. Moreover, it focuses on urban dwellers with access to their stores and online presence. 
3. Positioning: The brand positions itself as “the go-to brand for trendy and affordable fashion”. It showcases their commitment to sustainability and ethical sourcing to attract environmentally conscious customers. This leverages influencers to collaborate and show it on social media to build a sense of community around the brand. 

Above this one important factor that works well is collaboration with celebrities. They collaborate with celebrities from high-profile designers like Karl Lagerfeld to pop stars like Beyoncé and Justin Bieber. 

Conclusion: 

Starting as a small store in Sweden, H&M has become a major player in the global fashion scene. It is known for its fast fashion model, innovative marketing, and commitment to sustainability. Despite facing various challenges it continued to provide clothing products to men, women, and children at affordable prices. H&M is a prime example that shows staying true to your values and adapting to change can lead to remarkable success. 

Also Read: Chanel: A Brand That Revolutionised Women’s Fashion 

Luxury fashion is the language of poise and urbanity. We all dream of owning luxury items. It’s more than the status quo, it is associated with the notion of freedom and happiness. Owing products from brands like Gucci, Chanel, and Hermes bring richness and satisfaction. But have you ever wondered how these brands have made their name?

In this article, we will dive into the story of a brand that is synonymous with timeless elegance, class, and sophistication – Chanel. From its iconic logo to the timeless beauty of the ‘little black dress’, it has revolutionized fashion for women since its inception, and we can thank Gabrielle Bonheur “Coco” Chanel for it. 

“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” 

Coco Chanel

The Life of Gabrielle Bonheur “Coco” Chanel

The brand name ‘Chanel’ signifies class and prosperity, yet, Gabrielle Bonheur Chanel was born in poverty and grew to be an influential fashion designer. Before establishing the iconic brand, Gabrielle opened her first store in Paris. Initially, it was a hat store called ‘Chanel Modes’. The store quickly gained popularity among glamorous European actresses who admired and imitated Coco Chanel’s simple and elegant style.

Gabrielle revolutionized fashion in her era and made women’s clothing more breathable and comfortable. In 1913, she opened her second boutique in Deauville, a seaside resort in Normandy. This time, she added a collection of jersey ‘sportswear’ to her range of products. These clothes offered women a fresh and exciting way to showcase and embrace their bodies. The collection became an instant success, and her popularity spread throughout the country.

The Rise of the Iconic Chanel

In 1918, the well-known Chanel store at 21 Rue Cambon opened its doors. This location has continued to serve as the headquarters for the Chanel brand up until the present day. In 1924, Gabrielle launched her first line of cosmetics, which included face powders and lip colors. Around the same time, she founded the Societe des Parfums Chanel to make the most of the brand’s expanding beauty and fragrance business. In that same year, she introduced her iconic tweed suits. She discovered the fabric during her trips to Scotland with the Duke of Westminster. Tweed was traditionally associated with men’s clothing, but she gave it a feminine touch, creating a new, modern uniform for women.

1927 witnessed the brand’s first launch of a skincare line, offering 15 products aimed at helping women gain the perfect complexion. In 1945, after enjoying great success and having 4,000 employees and multiple boutiques across France, Gabrielle faced challenges during World War II. Due to the war, the house had to close all of its boutiques except for the one at 21 Rue Cambon. Despite the difficult times and the war effort, its fragrances and accessories remained popular, especially among American soldiers who bought them as gifts to send back home. In 1954, she relaunched the couture house along with updated designs and some new product launches.

On 10 January 1971, Gabrielle took her last breath at the age of 87. Many known people mourne for her. In 1978, the brand introduced a ready-to-wear collection for the first time. This meant that their collection and accessories could now be sold globally, much to the delight of their fans. 

A New Era

In 1983, Karl Lagerfeld was named as the new artistic director of Chanel. He took charge of designing all the high-end couture, ready-to-wear, and accessory collections. Karl was already famous for his innovative work at Fendi, and he continued to work there as well. He brought his own unique style and energy to the brand, which had been struggling to find a clear direction after the passing of Gabrielle. He wasted no time in revamping the ready-to-wear collection and also transformed the interlocking ‘CC’ logo into an iconic symbol of the brand. His contributions breathed new life into the brand and helped it regain its status as a fashion powerhouse. 

He took the brand to next level, until 2019 when he died from pancreatic cancer. Currently, French billionaire brothers Gérard Wertheimer and Alain Wertheimer own the brand. They continue to keep the brand alive and live up to its name of elegance and sophistication. 

Chanel’s Iconic Products Throughout History

1. Jersey

Gabrielle revolutionized French fashion by utilizing jersey fabric, originally used for men’s innerwear and sportswear. With its fluidity and flexibility, she saw its potential for creating sleek and comfortable garments. This innovative approach quickly made Jersey a popular choice in the world of high fashion. One remarkable example is the 1916 belted blouse, crafted from a fine silk jersey. By November 1916, her mastery of working with jersey was recognized by American and British Vogue, solidifying her status as a fashion icon.

2. The Little Black Dress

Gabrielle introduced black as a fashionable and versatile choice for women’s clothing in the late 1910s. Despite its association with service roles and mourning attire, she saw black as a symbol of modernity and elegance. Her black day dress gained global recognition in 1926, known as the ‘little black dress’ or LBD. It became a sensation for its ability to transition effortlessly from day to evening wear, a groundbreaking concept at a time when women changed outfits multiple times a day. Throughout her career, she continued to incorporate black into her designs, often emphasizing the silhouette and minimizing decoration. 

3. CHANEL N°5 

Since its launch in 1921, CHANEL N°5 has been the most important perfume for Chanel. Created by Gabrielle herself, it became the iconic scent of the fashion house. Crafted by perfumer Ernest Beaux, N°5 was a unique fragrance made from over 80 ingredients like jasmine, ylang-ylang, sandalwood, May rose, and neroli. She handpicked it from ten samples, choosing the number five because it was her favorite number. N°5 quickly became the world’s best-selling fragrance and continues to be popular today, thanks to its modern and timeless appeal. Renowned figures such as the Queen and Marilyn Monroe were fans of N°5.

4. The Tweed Suit

The Chanel Tweed Suit is one of the most famous designs and a symbol of Gabrielle’s fashion legacy after the war. In the 1920s, she transformed tweed suits from being seen as sporty or outdoor wear into fashionable daywear. However, it was after her return to fashion in 1954 that the suit became strongly associated with the brand. Designed to be elegant and comfortable, the suit allowed easy movement with its soft fabrics and cardigan-like jacket cut. It quickly became a popular choice for influential women in the 1950s and 60s. Celebrities like Princess Grace of Monaco, Elizabeth Taylor, Jacqueline Kennedy, and Marlene Dietrich were regular buyers of these suits. 

5. The 2.55 Handbag

Gabrielle believed that accessories were essential in achieving a balanced and stylish look. These accessories not only demonstrated her practical approach to fashion but also showcased distinct features that embodied her unique style. Among her most coveted accessories was the 2.55 handbag, named after its creation in February 1955. This iconic piece quickly became a sought-after classic. Crafted in various sizes and materials such as lambskin, jersey, or silk satin, the handbag boasted a front flap with a rectangular lock and adjustable metal straps, offering versatility to be carried by hand or over the shoulder.

6. Two-tone Shoe

In 1962, Gabrielle asked a shoemaker called Massaro to create the perfect Chanel shoe. She always designed shoes that she liked to wear herself. She chose a beige-colored leather that matched her skin tone, making her legs look longer. There was a small black part on the front of the shoe that added a nice touch and protected the lighter leather from getting scratched. The shoe had an elastic strap and a low heel, so it was comfortable to wear and easy to walk in.

Back then, it was common for fancy clients to order special shoes from their own shoemakers to go with each outfit. But she believed in simplicity. She wore her beige and black two-tone slingbacks with everything.

7. Costume Jewelry

One of Gabrielle’s signature styles was using imitation pearls in her designs. She incorporated them into necklaces, brooches, and even as buttons on suits. In fact, she was credited with popularizing artificial pearls in the fashion world in 1931. Her boutiques offered a wide range of costume jewelry options to complement her clothing designs starting from the early 1920s. Her jewelry collections often featured motifs like flowers, wheatsheaves, stars, and the sun, which became synonymous with the brand’s style. The lion’s head, representing her zodiac sign Leo, was also a common design element in her jewelry pieces.

Marketing Strategies of Chanel

• Chanel’s team created a special image for the brand that appeals to their target customers and makes them stand out from other brands. For example, its famous “C” logo and quilted handbag design are now associated with high-end fashion and luxury. They also make sure to use top-quality materials and pay close attention to detail in all their products, which adds to the idea of luxury.

• Chanel uses famous people to endorse their brand, hosts exclusive events, and partners with prestigious institutions like art museums. This makes people see it as a symbol of elegance and luxury. It also creates a feeling of exclusivity, attracting customers who want to be part of these special experiences.

• It uses storytelling and brand identity to connect with its customers and create a strong relationship with them. They tell stories through their advertisements, using images and messages that appeal to people’s desires and dreams. It also collaborates with famous artists, photographers, and filmmakers to create short films and installations that bring their collections to life in unique and captivating ways.

• The brand loves working with artists and putting on fashion shows to show off its new collections and ideas. These shows are held in fancy places like the Grand Palais in Paris, and they get a lot of attention from people all over the world. 

Current Market Value

In 2023, Chanel’s brand value worldwide was around $19.4 billion, which was higher than the previous year. The brand value of Chanel has been increasing positively between 2017 and 2023, with a growth of 27 percent in the most recent period.

^Source-CNBC

Jeans in today’s time have become more than a fashion statement. Everyone owns multiple pairs of jeans, be it for fashion or comfort. But have you ever wondered how this everyday essential item became a part of our lives? Levi’s, the brand popular for its denim collection, introduced ‘waist overalls’ that we now call ‘jeans’. In this article, we will learn more about this iconic brand and how it transformed the fashion world throughout history.

History of Levi’s

Levi Strauss & Co. is an American clothing company known worldwide for its Levi’s brand of denim jeans. It was founded by a German-Jewish immigrant, Levi Strauss, and Jacob Davis, a tailor in 1853, in San Francisco, California. Levi Strauss initially emigrated to Gold Rush San Francisco and opened his own dry goods business to serve the small general stores of the American West. The company’s impact grew significantly during the gold rush, and it soon became a prominent name in the industry.

Jacob Davis was a tailor in Reno, Nevada. He used to buy denim cloth from Levi Strauss & Co. One day, a customer asked him to reinforce torn pants, so he came up with the idea of using copper rivets to make the pants stronger. Jacob didn’t have enough money to get a patent for his idea, so he wrote to Levi Strauss, proposing they go into business together.

Levi liked the idea, and they got a patent for it in 1873. They started using the copper rivets in their jeans, and it became very popular. They began making denim overalls in the 1870s. In 1890, the patent for the rivets became public, and they started using numbers to mark their products.

The Two Horse Brand

The Levi’s Two Horse concept is a significant and enduring symbol that has been a part of the brand since 1886. It features a pair of Levi Strauss & Co. waist overalls, the original name for 501 jeans, attached to two horses attempting to pull them apart. The early trademark read, “It’s no use, they can’t be ripped,” visually reinforcing the quality and durability of the pants while being distinctive and unique. This concept was originally called “The Two Horse Brand” until 1928, when the company adopted its Levi’s trademark. 

The logo was designed with the understanding that not all consumers spoke English as their first language, and not everyone in the remote West was literate. Hence, it served as a visual identifier that allowed immediate recognition of Levi’s jeans, catering to a diverse consumer base. It was meant to represent the dual vision that the founders intended to convey: the quality and durability of the product and its authenticity.

Is Levi’s Sustainable and Ethical?

Like the brands Zara, and H&M, Levi’s is also a fast fashion brand that has been questioned for its ethical practices. ‘Good on You’ rated it a middle score of “It’s a Start” for its s ustainability efforts. The brand has made some progress in sustainability, particularly in its use of cotton. In 2020, 83% of its cotton came from more sustainable sources, including Better Cotton, organic cotton, and recycled cotton. It has also introduced sustainable materials like TENCEL lyocell, cottonized hemp, and recycled polyester into its collections. Recently, it has updated its sustainability strategy with clear goals to advance its progress and meet stakeholder expectations for environmental, social, and governance commitments and performance.

While Levi’s doesn’t use exotic animal skin, fur, or angora, it does use wool, leather, silk, and down feathers. There are also concerns about the brand’s labor justice and human rights practices. It has not signed onto the International Accord, an agreement that ensures better safety for the workers sewing their jeans. People have also raised concerns about improving the brand’s labor conditions and ensuring equal rights and protections for all workers in the factories where its products are made.

Despite this, the brand is committed to improving its practices, reducing water consumption that goes into production, and adopting more sustainable efforts in the future.

The Iconic 501 Jeans

The most iconic jeans of Levi’s, the 501 jeans, were first released in 1873, making them over 150 years old. The jeans were originally intended to be durable work pants for miners and laborers, but eventually evolved into a fashion staple and a symbol of American heritage.

The 501s are straight-fit, medium-rise jeans with no tapering in the leg. They are known for their comfortable fit and have a classic, timeless appeal. The original fit jeans for men are a cultural icon that holds a special place in American history. Various iconic figures, including miners, rock stars, and actors like Marlon Brando, James Dean, and Elvis Presley, that have contributed to their status as a quintessential American garment have worn it. Despite their long history, the 501 jeans have continued to evolve and remain relevant. People have embraced them for centuries and designers have reinvented them in fresh and relevant ways, solidifying their place in fashion history.

The Levi’s 501 jeans are iconic for several reasons.

• It has undergone several transformations throughout history. From relocating rivets to removing branded buttons and adjusting the design during World War II, the jeans have adapted to changing needs and preferences. 

• It’s classic and has a timeless elegance. It can be adapted by everybody without changing to capture trends. Due to this quality, a wide range of individuals can embrace it.

• Levi’s 501 jeans are known for their sturdy construction and democratic fit, making them more than just a sturdy pair of pants.

Marketing Strategies for Success

With a history of over 150 years, Levi’s marketing strategies have changed and adapted to modern times while staying true to its denim heritage. Let’s learn what strategies they have incorporated to mark their name in the fashion industry and make a global name.

1. Embracing Authenticity and Heritage

One of the key marketing strategies of Levi’s has been embracing authenticity and heritage. It has always focused on producing high-quality denim products that can withstand wear and tear. This has helped the brand in building the trust of the consumers. It has also always highlighted its ties to American culture and history. The brand uses classic American symbols like cowboys and horses, and works with famous American artists like Roy Rogers, to show that it is a truly American brand.

2. Staying Relevant 

Levi’s constantly evolves its marketing strategies to stay relevant and trendy. It understands its target consumers, knows what they want, and creates marketing campaigns around it. It also collaborates with celebrities and influences to reach the targeted demographic. These partnerships help to give Levi’s jeans a sense of authenticity and credibility. It also has a huge social media presence and utilizes it to stay up-to-date with the latest trends. 

3. Cinematic Storytelling

Levi uses cinematic storytelling to connect with its target audience and to build brand awareness. One of the most famous examples of it is the ‘Go Forth’ campaign, which was launched in 2009. The campaign featured a series of short films that told the stories of real people who were living their lives to the fullest. The recent use of cinematic storytelling was the 2021 campaign, ‘The Greatest Story Ever Worn’, that showcased stories of people who had worn Levi’s jeans throughout their lives.

3. Immersive Shopping Experience

Levi brick-and-mortar stores are designed to create immersive shopping experiences. Its stores have interactive displays designed to showcase product versatility or educate shoppers about fit, wash options, or construction techniques. It also has augmented reality (AR) try-on technology in many of its stores. 

4. Retail Collaborations

Levis has partnered with several brands and retailers to launch limited edition collections or new products. This helps in creating a sense of exclusivity and excitement around the product. Some of these brands include Supreme, Off-White, and Justin Bieber. These partnerships helped the brand reach a wider audience. 

Marketing Revenue

Levi’s net revenue in 2023 was $6.17 billion, a 0.17% increase from 2022 revenue. Over the years, it has seen growth and popularity among the youth and adults. While it has a lot to work towards its sustainable approach, it has made a name in the fashion industry and is synonymous with durability, comfort, and style. 

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Since sustainable and conscious fashion was introduced in the fashion industry, many brands have taken the initiative to develop conscious fashion lines. While we see a lot of brands complying with this, there have been brands that have been in controversy regarding their non-sustainable products. One of those brands has been Hollister, a fast fashion retail brand that is known for its California vibes. In this article, we will learn more about the retail brand, its history, global presence, and marketing strategies. 

The Fictional Beginning

Hollister, often known as HCo. is a retail brand owned by Abercrombie & Fitch Co. It sells apparel, accessories, and fragrances. It opened its first store on July 27, 2000, at the Easton Town Center in Columbus, Ohio. Abercrombie & Fitch launched Hollister to target a younger demographic, specifically consumers aged 14-18, with its SoCal-inspired image and casual wear. Despite its target age group, the appeal of the brand extends beyond teenagers and has gained popularity among a wider audience. 

Mike Jeffries, the former CEO of Abercrombie & Fitch, created a fictional background story to form the concept of Hollister and provide a unique atmosphere for its shoppers. According to the fictional story – J. M. Hollister founded the brand in 1922 as a Pacific merchant shop in Southern California. This fictional backstory was designed to attract consumers and create a lifestyle brand that consumers could engage with.

The brand quickly gained popularity and expanded its presence globally. By 2013, there were 587 stores worldwide, generating over two billion dollars in sales. The brand’s success can be attributed to Abercrombie & Fitch’s effective brand penetration strategies.

Is Hollister Sustainable & Ethical?

Hollister has been in question about its ethical practices because of its fabric choices. It uses fabrics like mixed polyester, wool, down, leather, and other animal-based materials. It has received a rating of ‘not good enough’ in terms of sustainability on ‘Good On You’, a platform that evaluates brands based on their sustainability practices.

On its website, the brand has mentioned that it practices sustainability, but there is no evidence that it is taking meaningful action. Neither to reduce or eliminate hazardous chemicals in its manufacturing processes nor to protect biodiversity in its supply chain. It received a low rating from experts for its lack of supply chain transparency and use of sustainable materials. People have criticized the brand for not being transparent about working conditions in its supply chain.

It falls short when it comes to taking care of its workers. None of its supply chain is certified to ensure worker health, safety, and labor rights. According to the 2023 Fashion Transparency Index, Hollister received a score of 31-40%, which is a slight improvement from before, but there’s still a long way to go. There’s no proof that the brand promotes diversity and inclusion in its supply chain. It also uses few lower-impact materials, and while it aims to source 25% of its cotton sustainably by 2025, this is still a small percentage of its overall cotton usage. Despite this, the brand has shown intentions of introducing more sustainable materials. 

Challenges Faced by Hollister

Hollister has faced several challenges, be it legal issues or controversies. Here are some challenges the brand went through. 

1. The Trademark Battle 

An article from the Los Angeles Times in April 2009 mentioned that Abercrombie & Fitch issued threats to the people of Hollister, California, who wanted to use the name “Hollister” on their clothing. It also shared a story from 2006 when Stacey Crummett, the CEO of Rag City Blues, added the word “Hollister” to the label of her vintage blue jeans. When Crummett applied to register this trademark, Abercrombie & Fitch’s lawyers sent her a letter claiming she was infringing on their trademark and threatened to sue her. As a result, Crummett withdrew her application.

2. Morris vs. Abercrombie & Fitch Co.

In 2007, there was a lawsuit called Morris vs. Abercrombie & Fitch Co., and it was eventually settled. Abercrombie & Fitch Co. admitted that they made a mistake by asking their customers in California for personal identification information when they were getting refunds using their credit cards. Customers who were asked for this information between June 9, 2005, and May 31, 2007, were eligible to receive gift cards as compensation. Since the settlement, Abercrombie & Fitch Co. stores have stopped asking for this information when customers return items they bought with a credit card.

3. Wheelchair Accessibility

In August 2011, a judge named Wiley Daniel ruled that two Hollister stores in Colorado were not following the Americans with Disabilities Act (ADA). This was because the stores had entrances with steps, making it difficult for customers in wheelchairs to enter. Instead, they had to use automatic side doors. The case expanded into a nationwide class-action lawsuit in 2012. In March 2013, Judge Daniel ruled in favor of the people who filed the lawsuit.

He found that out of 483 stores across the country, 248 of them had entrances that violated the ADA. It came to light that all of these stores were built after the ADA was established. In August 2013, a judge in Colorado ruled that Hollister Co. and its parent company, Abercrombie & Fitch, had to redesign 248 stores with the “porch entrance” to make them wheelchair accessible.

4. Religious Discrimination Claims

A&F faced charges of discrimination against an employee at a Hollister Co. store in California. The employee claimed that they were criticized for wearing a hijab while working there. The employee had worn the hijab during the interview and was hired that way. During the conversation, the interviewer mentioned that the hijab could only be worn in certain colors, like gray, navy, and white. However, a District Manager later told the employee to remove the hijab while working.

On February 23, the Council on American-Islamic Relations filed a complaint against Abercrombie & Fitch with the federal Equal Employment Opportunity Commission. This was not the first time A&F faced such a complaint. They had received a similar complaint in September 2009, involving a similar circumstance in Oklahoma.

Marketing Strategies For Success

Hollister is known for its laid-back, California-inspired style and strong marketing strategies that helped it reach success. Here are a few strategies it incorporated to make a global name.

1. Focused Target Audience Reach

The target audience of Hollister primarily consists of teenagers and young adults who are interested in surfing, skateboarding, and other outdoor activities. Its fashion line appeals to the target customer’s love for casual, comfortable, and functional attire. To effectively reach and connect with its intended audience, the brand uses different marketing strategies. 

It partners with popular social media influencers and supports events and activities that match their brand image. This creates excitement around the brand and gives valuable insights into what customers like. Recently, the brand made changes to become more inclusive. They introduced a plus-size range and expanded their size options for both men and women. 

2. Social Media Marketing 

Hollister uses social media a lot to engage with its customers. They have accounts on Instagram, Facebook, Snapchat, Twitter, TikTok, LinkedIn, and Glassdoor to reach a wide range of people. It posts short videos every day to keep up with the latest trends on social media and has real-time conversations with its followers. This helps the brand connect with different types of people who have different interests.

One important part of its social media strategy is working with influencers. They form long-term partnerships with popular content creators like the D’Amelio sisters on TikTok. This helps increase the brand’s visibility and build trust, especially among high school students who are the main target audience for Hollister.

3. Experimental Marketing 

The brand believes in creating memorable and engaging experiences for its audience through experiential marketing. Its main aim is to transport customers into the California lifestyle, giving them a taste of the West Coast. Its stores are designed to resemble cozy beach houses, complete with wooden boardwalks, beach-themed decorations, and even lifeguard stands. The brand also organizes in-store events like concerts, movie nights, and surfboard demonstrations.

To enhance the shopping experience, it has also introduced augmented reality (AR) features. This allows customers to virtually try clothes on and see how they would look in different settings. They have also implemented interactive fitting rooms, where customers can request different sizes and colors of clothes without leaving the dressing room. 

4. Retail Partnerships

Hollister has formed a significant partnership with Gilly Hicks, a subsidiary of Abercrombie & Fitch. This collaboration allows the brand to offer a wider range of products and reach a larger audience by sharing a brand identity. To maintain a strong connection with its target audience, it has established the ‘Hollister Creator Collective’. This collective consists of many mid-sized influencers who collaborate with the brand throughout the year. By working with a diverse group of influencers, it ensures a consistent presence and connection with its audience.

5. Latest Sales Revenue

In 2023, Hollister made a net sale of over two billion U.S. dollars. After its rebranding and a TikTok campaign, it has seen a growth in its in-store traffic and revenue. In February and March, its engagement rates were more than 136% higher compared to the summer of 2022, reaching all-time highs. In the fourth quarter of last year, its sales grew by 9%, reaching $698 million. This marks the third consecutive quarter of growth for the brand and shows that they are successfully reconnecting with their teenage customers.

^{(Source – FashionNetwork.com)}

In the world of fashion, where trends come and go in the blink of an eye, there are few brands that continue to reign supreme. One such brand is Polo Ralph Lauren. 

Ralph Lauren, a prominent fashion designer founded the brand Polo Ralph Lauren in 1967. Through this brand, he decidedly mixed two fashion worlds: fancy couture (the business of designing, making, and selling fashionable clothes) and classic-style values. It is a fancy name, with big stores and high-quality materials, that reminds people about their craving for luxury fashion. 

Join us to explore the secrets behind the brand’s enduring legacy and its influence on the world of fashion.  

Brand History of Polo Ralph Lauren

The history of the brand is the success story of the most famous corporation in the world. Starting from a small firm to the present global dominance, this brand is synonymous with high-end products and fashion. 

Ralph was born in Belarus to the Lifshitz family in 1939. During World War II, along with his family, he moved to the United Nations and changed his surname to Lorens. After studying economics at Baruch College, he dropped out during the Vietnam War. He met and married Ricky Lowby after he had served in the army.

To make ends meet, he went into Brooks Brothers and discovered his interest in fashion. Shortly after getting married, he took a job at Brooks Brothers to pay the bills for his new family. In the process of working there, he discovered his talent in design. Fascinated by the idea of the classic American dream, he was eager to get wealthy and soon began designing clothes for ladies in addition to his main work.

Ralph did not stop there. He took a significant step in 1967 when he borrowed $50,000 to create his brand known as Polo Fashion. This brand was involved in polo clothes because it borrowed its name from the sport. He settled on polo since it was a game for the rich to get in touch with them to sell his clothes. These individuals required apparel designed for sport, which they usually bought from Ralph. He wished to apply the old routine of “The Bank of Pickles”.

This was a way of explaining that a cucumber could only turn into a pickle by placing it inside the pickle jar. In other words, if one wishes to belong to a specific community, one must find themselves among those who constitute such a community. He always dreamt of being filthy rich, and that is why he was seeking wealthy friends. He showcased his talents for them to admire and eventually joined them in their social class. This idea represents the quintessential “American dream” and Ralph managed it so well.

In 1971, Polo Ralph Lauren was the first brand to unveil T-shirts. Each of the shirts had its new and prestigious logo inscribed on the chest. It was from this collection that the popular polo shirt trend spread abroad, even reaching Ukraine and many European countries. The special thing about Polo Ralph Lauren and La Martina polo shirts is that they feature a unique technology known as Grasser technology. This technique requires smooth and hollow fibers to make cotton material suitable for manufacturing. Polo Ralph Lauren men’s cotton tees are awesome at wicking away sweat from your body, hence they dry very fast. The name Polo Ralph Lauren is synonymous with luxury, polo, casual, or classic attire.x

A Polo shop is available in most large cities in Europe and the US leading to increased availability of clothes, no matter where you come from. The most purchased stuff includes men’s polo shirts that can be found almost everywhere. Ukraine also welcomes high-quality luxury goods such as the Polo Ralph Lauren brand.

How is the Brand Different from the Rest of the Brands?

1. The polo t-shirts are manufactured from the pique knit fabric material. It is one of the most recognized clothing materials used in the huge range of clothing collections to provide more comfort.
2. We can get various kinds of textures and fabric colors in polo t-shirts. The polo t-shirts are made from pure kind of quality fabric cotton collections like prima cotton, soft silk cotton, and many other fabric materials.
3. Polo t-shirts are used to provide huge numbers of practical benefits to our physical body to keep us very cool and dry.
4. All of the brand’s products are accessible worldwide from stores in all corners of the world.
5. The brand has a reputation for offering commendable customer service and a wonderful experience.

What Are the Challenges Faced By Polo Ralph Lauren Brand?

1. Excess Inventory Problems: Sometimes production houses manufacture excess products to meet customers’ demands. But after manufacturing, demands quickly decline resulting in excess inventory problems. 
2. Getting Materials and Making Clothes: To ensure that clothes are made under optimal conditions using quality fabrics, now the production sites are dispersed across the globe.
3. Changing Trends: Fashion trends change quickly, which means the brand must always remain one step ahead to retain customer interest.
4. Managing Costs: Making high-quality clothes is indeed likely to be expensive. 
5. Employee Training: Brand awareness and customer care are two things that take time to achieve. There are many workers in different geographical locations, such as retail shops, warehouses, and customer service centers. It is a tough part for the trainers to train them at the same time. 

Lauren’s Winning Strategies to Reach Potential Customers

1. Innovative Marketing Campaign: Ralph Lauren launched an AR(Augmented Reality)-powered mobile application that enables customers to try clothes virtually. So that globally accessible virtual reality fashion shows can be held, it would also mean the brand could convene them. Consequently, by drawing people, the partnership with promoters would increase engagement and visibility concerning such scenarios. In this way, customers experience interactive shopping.
2. Collaboration With Celebrities: Ralph Lauren works with actors, musicians, or sports personalities to reach customers. 
3. Strong Online Presence: To reach out to the demands of the customers Ralph Lauren shows their strong online presence. This helps them to manufacture the same products customers demand. 

Conclusion 

Polo Ralph Lauren is luxurious and has maintained its popularity since time immemorial. It started small and then grew globally but has never changed in quality. Their excellence and dedication to providing exceptional products are commendable. As the fashion industry continues to evolve, the brand’s ability to innovate will likely continue to drive its success. 

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Toyota Motor Corporation, a name synonymous with innovation and reliability in the automotive industry, has evolved from its humble beginnings as a textile loom manufacturer in Japan to become a global leader in automotive manufacturing. Founded by Sakichi Toyoda in 1937, Toyota’s journey is marked by groundbreaking advancements such as the Toyota Production System (TPS), which revolutionized manufacturing efficiency and quality control worldwide.

This case study delves into the multifaceted strategies that have propelled it to the forefront of the automotive sector, examining its historical evolution, innovative practices, and the challenges it has faced along the way. By exploring Toyota’s strategic decisions and their impacts, this study aims to uncover the key factors behind the company’s enduring success and its significant influence on global manufacturing practices.

Early Challenges and Strategic Responses

Toyota Motor Corporation’s roots trace back to Sakichi Toyoda’s innovative spirit, beginning with his creation of the Toyoda Automatic Loom in the early 20th century. Founded in 1926, the Toyoda Automatic Loom Works laid the financial and technological groundwork for future ventures. Sakichi’s son, Kiichiro Toyoda, recognizing the potential of the automotive industry, spearheaded the transition from loom manufacturing to automobiles.

This led to the establishment of the automotive division in 1933 and the production of Toyota’s first passenger car, the Model AA, in 1936. In 1937, Toyota Motor Corporation was officially founded. Overcoming early challenges through a commitment to quality and innovation, Toyota introduced the Toyota Production System, setting the stage for its rise as a global automotive leader.

Toyota Production System (TPS) Bullet Points

A. Principles of TPS

1. Just-in-Time (JIT) Production

• Produces only what is needed, when it is needed, and in the amount needed.
• Minimizes inventory costs and reduces waste.
• Ensures a smooth flow of materials and components in the production process.

2. Jidoka (Automation with a Human Touch)

• Empower workers to stop production to address issues immediately.
• Integrates automated machinery with human oversight to prevent defects.
• Promotes a culture of quality control and problem-solving on the production floor.

B. Impact on Manufacturing

1. Efficiency and Waste Reduction

• Streamlines operations to eliminate unnecessary steps and materials.
• Reduces lead times and increases production flexibility.
• Achieves cost savings through optimized resource use and lean practices.

2. Quality Control and Continuous Improvement (Kaizen)

• Fosters a proactive approach to identifying and resolving inefficiencies.
• Involves all employees in ongoing efforts to improve processes and products.
• Enhances product quality through systematic, incremental improvements.

C. Influence on Global Manufacturing Practices

1. Adoption by Various Industries Worldwide

• Many global companies have adopted TPS principles to enhance their own manufacturing systems.
• Influences sectors beyond automotive, including electronics, aerospace, and healthcare.

2. Standardization of Lean Manufacturing

• TPS has become synonymous with lean manufacturing, setting a global benchmark.
• Educational institutions and training programs worldwide teach TPS methodologies.
• Inspires continuous improvement cultures in organizations globally, emphasizing efficiency, quality, and employee empowerment.

Business Strategies 

Toyota has implemented a multifaceted array of business strategies to secure and enhance its position as a global automotive leader. In terms of market penetration and expansion, Toyota has focused on establishing a strong presence in its domestic market of Japan, achieving dominance through consistent quality, innovation, and a broad product range that caters to diverse customer needs. 

Globally, it has pursued aggressive expansion strategies, entering and growing in various international markets by adapting its vehicles and marketing approaches to local preferences and conditions. This global strategy is supported by a network of manufacturing plants and partnerships worldwide, enabling efficient production and distribution. Additionally, Toyota has engaged in product diversification, continually expanding its portfolio to include a wide array of vehicles, from compact cars to luxury sedans, trucks, and SUVs. 

Notably, Toyota has been a pioneer in hybrid and electric vehicle technology, exemplified by the success of the Prius, which has helped the company tap into the environmentally conscious consumer segment. These strategic efforts have collectively reinforced Toyota’s robust market position and sustained its competitive edge in the dynamic automotive industry.

Challenges and Criticism

Since its inception, Toyota has faced several significant controversies and challenges, including the late 2000s unintended acceleration crisis, which led to massive recalls and scrutiny over safety standards. Additionally, the company has been criticized for labor practices in Japan and its initially slow transition to fully electric vehicles. Despite being a pioneer with the Prius, environmental groups and industry critics have pushed the company to enhance its sustainability efforts. Competitive pressures from new entrants like Tesla have further tested Toyota’s adaptability. In response, Toyota has strengthened its quality control, improved labor policies, and increased investment in electric vehicle technology, demonstrating resilience and a commitment to maintaining its leadership in the global automotive industry.

Social Responsibility and Corporate Culture

Toyota’s corporate philosophy is deeply rooted in its renowned framework known as “The Toyota Way,” which is built on two main pillars: continuous improvement (Kaizen) and respect for people. This philosophy underpins Toyota’s commitment to corporate social responsibility (CSR), emphasizing ethical conduct, environmental stewardship, and community engagement. The Toyota Way’s principles encourage a culture of teamwork, integrity, and relentless pursuit of quality and efficiency, ensuring that the company’s operations positively impact all stakeholders.

In terms of community engagement and philanthropy, it has made substantial contributions to both local and global communities. The company actively participates in initiatives that support education, environmental conservation, and disaster relief. For instance, Toyota has funded educational programs and scholarships, promoted reforestation projects, and provided emergency assistance and resources in the aftermath of natural disasters. These efforts reflect Toyota’s dedication to creating a positive societal impact beyond its business operations.

Regarding employee relations and development, Toyota places a high priority on the growth and well-being of its workforce. The company offers comprehensive training and development programs designed to enhance employee skills and career progression. These programs often emphasize the principles of continuous improvement and innovation. Additionally, the company prioritizes workplace safety and employee well-being, implementing rigorous safety protocols and wellness programs to ensure a supportive and secure working environment. By fostering a culture that values employee development and safety, Toyota not only enhances productivity but also builds a loyal and motivated workforce.

Future Outlook of Toyota

1. Toyota’s Vision for the Future of Mobility: Embracing a future of sustainable mobility through electrification and alternative fuels. Promoting mobility solutions that prioritize environmental conservation and societal well-being.
2. Long-term Goals and Objectives: Achieving carbon neutrality across operations and products by a specified target year. Advancing towards autonomous driving technologies to enhance safety and convenience.
3. Emerging Trends and Innovations: Embracing the shift towards electric vehicles (EVs) and investing in hybrid and hydrogen fuel cell technologies. Incorporating connectivity features and smart technologies to enhance vehicle functionality and user experience.
4. Continued Investment in Research and Development: Allocating resources towards cutting-edge research in AI, autonomous driving, and sustainable materials. Collaborating with technology partners and startups to accelerate innovation and product development.

Opportunities in New Markets and Technologies

• Expanding into emerging markets with growing demand for automobiles, such as India and Southeast Asia.
• Seizing opportunities in mobility-as-a-service (MaaS) and shared mobility solutions to address urban transportation challenges.
• Navigating geopolitical uncertainties and trade tensions to maintain global market competitiveness.
• Addressing regulatory challenges and evolving consumer preferences towards sustainability and digitalization.

Toyota’s strategic vision and proactive approach towards emerging trends and innovations position the company for sustained growth and leadership in the rapidly evolving automotive landscape. By capitalizing on opportunities and addressing potential challenges, Toyota aims to maintain its position as a pioneer in shaping the future of mobility while delivering value to customers, shareholders, and society at large.

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After a decade of strong growth, Tommy Hilfiger Corporation suffered a significant decline in sales and profits in 2000. Shareholders were worried when the company’s stock price decreased rapidly. That means favorite stock on Wall Street was now facing challenges. 

In 1985; the Tommy Hilfiger brand was established by Thomas Jacob Hilfiger. He found immediate success by appealing directly to the hip-hop community and expanding its line of products. However; it had grown too popular and lost track of the market. The reduction in the prices negatively impacted the reputation of the company for good quality, while its image needs to be simplified. 

In the years 2001 and 2002, the Tommy Hilfiger brand underwent major challenges which included a decrease in revenue and the departure of some of its top leadership. As the revenue fell down the CEO had to decide on an organic restructuring over regaining the lost ground in the US market. 

Today after facing tons of challenges, Tommy Hilfiger has grown to become an apparel brand with 1,000 stores in over 90 countries worldwide. The company has flagship stores in major cities such as New York, London, Paris, and Milan, and is currently actively pursuing Japan and Asia as vulnerable future markets. 

This case study delves into the journey of Tommy Hilfiger, examining its strategic initiatives, marketing endeavors, and global expansion efforts. 

Brand Identity and Positioning: The success of Tommy Hilfiger is a result of its distinct brand identity and positioning which have made it outstanding in terms of these two things. This brand has always been associated with classical America brought out by merging old-fashioned preppy looks in a more contemporary manner. The use of vivid colors with fearless stripes alongside its iconography (comprising reds/blues) has made Tommy Hilfiger manage to capture the taste of its customers everywhere around the world. The company has found its way into the crowded fashion industry by using the image of the American lifestyle that people dream about.

Marketing and Celebrity Endeavors: Tommy Hilfiger has made its strategic marketing campaigns and celebrity advocacy its key aspects. For it to be seen clearly by many people and be appealing to different groups of people, this brand connects itself with prominent figures in music, sports, and entertainment. Tommy Hilfiger made several remarkable associations with artists such as Aaliyah, Beyoncé, The Chainsmokers, and sportspeople such as Rafael Nadal and Lewis Hamilton which have increased its popularity among youthful populations. Besides, Tommy Hilfiger has stayed popular in showbiz thanks to numerous mentions on television as well as appearances in movies making it an important icon in others’ lives.

Retail Expansion and E-Commerce: Tommy Hilfiger has been to an aggressive retail expansion strategy, setting up a global network of brand stores, department store counters, and factory outlets. Its brick-and-mortar shops in major fashion capitals worldwide, as well as its e-commerce site, allow it to reach out to the market through various channels. Tommy Hilfiger is embracing digital and has used technology to make shopping on the internet more convenient.

This includes suggestions that are customized just for you, a feature that lets you try on clothes virtually as well as various payment options that you can make without encountering hustles. Furthermore, it has embraced omnichannel retailing to cater to changing customer preferences and prepare itself for growth in the era of the internet.

Story Behind The Brand Tommy Hilfiger: It’s Beginning

Tommy Hilfiger, the guy behind the brand, is from Elmira, New York state had lived there while thinking for himself how he would one day become a big musician like his idols from the 1960s. He realized that the people in the town where he lived needed nice clothes similar to those worn by famous musician Elvis Presley among others during those years. It was only 17 years when Tommy after saving $150 earned from a gas station job decided to purchase bell bottoms from the famous city of New York, afterward he and his friend Larry Stemerman sold them to fellow college mates in their locality. 

Same year after opening the first shop named ‘People’s Place’ in the basement, they instantly attracted the attention of youngesters who were interested in music and fashion, hence making it grow very fast; by the time it was ending, they had made sales that amounted up to one million dollars thereby running ten other outlets around colleges’ vicinity.

In 1970 things took a downturn, more competitors came in, the economic situation was quite problematic, and generally poor leadership meant failure. This was the year when People’s Place went into liquidation and consequently, all the outlets belonging the Jimmy Hilfiger were shut down. Later on, he admitted that he had lost focus on the business side of things, leading to the downfall of his venture.

The Benefits: Delivering a Scalable, Digitally Engaging Buying Experience

1. Accelerating sales, and enhancing efficiency: With Couchbase(Couchbase is the NoSQL cloud database platform for business-critical and AI-powered applications), Tommy Hilfiger has accelerated the sales process. The company is also recording sales increases, with pre-fall sales for the Middle East, Africa, and the Netherlands growing. 

2. Defining the present and future of the showroom: Tommy Hilfiger said,” Our Digital Showroom revolutionizes the buying and selling journey for our retail customers and internal sales teams. We are passionate about providing our clients with the best service, experience, and quality. Our Digital Showroom concept completely reimagines the traditional buying approach and establishes a new fashion industry benchmark for business-to-business sales.”

3. Delivering anywhere, anytime engagement:  With the support of Couchbase, Tommy Hilfiger can develop and deliver a universally engaging experience regardless of device, location, or connectivity. The company can add, access, and combine data in real-time due to Couchbase’s NoSQL architecture, so retailers can not only inspect, modify, and create orders as they browse collections, but also place their final order and arrange delivery immediately. 

Tommy Hilfiger can continuously add to the number of collections available through the Digital Showroom and expand the concept to locations across the world. 

Challenge: 

A partnership that overcomes differences in language, time, and business practices between Europe and Japan

Although the project started in 2011, in November there were some hurdles it encountered. The contrast between Japan and Europe is pronounced. Here, we can mention not only language but also operational models of companies, logistic systems, market exchange processes, and other peculiarities. 

Hence, the SAP system required more amendments than anticipated and none of the Head Office staff could address all distinctions. Arne Tajlma from SVO ICT in Tommy Hilfiger Europe remarked, “ABeam has done similar projects well in the past. They are quite aware of how businesses are run in Japan. In addition, these guys are specialists in SAP applications. Even though Japan speaks a different language from Europe, has different schedules, and they do things differently“. Japan and Europe have separate languages, distinct schedules, and unique ways of doing business. But they still regarded them as a good partner because they believe in the ability of ABeam to support and solve any issues.

Solution: 

SAP as the platform for global integration, interfacing with external systems

The standard SAP solution for the apparel industry, known as AFS, was used for global integration. Japan was unique hence requiring a different approach from what was being done elsewhere in the world, and this system failed to fully cater to their needs and expectations. Europe adopted blanket policies under one software package while it was mandatory for Japan to do different things in areas like transport and shops.

Beginning AFS, being the standard SAP solution for the apparel industry across the globe got used but it did not satisfy well enough to enable Japan’s distinctive modes of operations. Unlike in Europe where everything is found under one system i.e. SAP, In Japan logistics needs to have its system as well as store operations because of this we cannot implement what had been done in Europe.

“Takashi Kato, a project manager in charge of business planning, analysis, and IT, has more insights: “In Japan, they have a customary trading system called shoka-shiire, where retailers await payment for goods supplies until they are sold over the counter to customers, a situation also referred to as ‘consignment sales’ or ‘sale-based rent. Additionally, it was difficult to coordinate outsourced processes.”

Conclusion: 

Jimmy Hilfiger began in a small way but grew into a serious force in fashion. Born in 1985, Thomas Jacob Hilfiger founded it and it became known for its preppy style and cool partnerships. Though it had problems such as too much visibility and being in a crowded field over the years, it never threw in the towel. The brand got into partnerships with celebrities for promotion purposes and thus managed to build an international image besides embracing technology. Utilizing expertise was a solution to problems like culture shock. 

Today, Tommy Hilfiger is still a big deal in the world of fashion, showing that one can achieve anything through creativity and hard work. 

^{(Source-Museum-of-Failures-Collection)}

Whenever you hear the brand name – Colgate, a range of flavored toothpaste or mouthwash pops into your mind, especially the mint-flavored toothpaste. Now can you imagine the same brand name associated with the food industry? Yeah, that sounds disgusting, right? Yet, Colgate did venture into the frozen food industry from the early 1960s to the 1980s. Or did it?

The skepticism behind whether Colgate Kitchen Entrees remains to this date, some articles claim it did, and some question it but the major debate is over Colgate’s Beef Lasagna that ‘Museum of Failures’ showcased in 2017. In this article, we’ll learn more about the brand diversion and why it failed.

Colgate-Palmolive

The brand Colgate was founded by William Colgate, an English immigrant on the Dutch street of New York City. He was a soap and candle maker, who started selling his products under the name William Colgate & Company. After William Colgate died in 1857, his son Samuel Colgate took over the company and it was renamed Colgate & Company. In 1928, Palmolive acquired Colgate, forming the Colgate-Palmolive-Peet Company.

In recent years, Colgate-Palmolive has focused on oral care, personal care, home care, and pet nutrition products. It has introduced innovations such as the first-of-its-kind recyclable toothpaste tube and the acquisition of the premium skincare brand Filorga. Colgate-Palmolive has been recognized as one of the world’s most ethical companies and is committed to sustainability and corporate responsibility. Today, Colgate-Palmolive is a global leader in the consumer goods industry, with a presence in over 200 countries and territories worldwide.

“Sometimes, even the best brands need to learn that success in one industry doesn’t guarantee triumph in another.”

Colgate Kitchen Entrees by Colgate is one of the examples that follows this quote. While the brand never clarified about diverging into the frozen food industry, it is said that In the 1980s, Colgate tried to enter the frozen food market in the US. They launched a range of frozen dinners, including an Italian classic. However, the product failed and Colgate never mentioned it again. When the Museum of Failure opened in Helsingborg, Sweden, in 2017, news outlets picked up on this failed product and featured it in their articles. 

The product was called “Colgate Lasagna” and was illustrated with a picture of a yellow box and Colgate’s logo. However, the lasagna may not have actually existed in the first place. Colgate denies the existence of their 1980s line of microwavable cuisine, including the lasagna. The Museum of Failures features a replica of the box, but Colgate does not acknowledge the product.

There is a big skepticism about whether the Colgate Lasagna was real or fake as the box in the museum is a mock-up meant to illustrate a wider product range, and it was the only ‘fake’ thing in that museum. Most articles mention this fact, but they often overlook the possibility that the reason behind it could be that Colgate never actually made the product. They usually suggest that Colgate was too embarrassed to participate.

But, It seems that people were right to have doubts about the existence of “Colgate Lasagne.” According to Google Trends, searches for this term only started after the Museum of Failure introduced the concept in 2017. While Colgate Kitchen Entrees is mentioned in Matt Haig’s book from 2003, there is no reference to a lasagne, and there is no mention of it being launched in 1982 as some articles suggest.

Was There Colgate Kitchen Entrees And What Was Included In It?

Many researchers suggest that Colgate Kitchen Entrees did exist, but it was much earlier than 1982. In the 1960s, Colgate-Palmolive faced tough competition from Proctor & Gamble and wanted to expand into other areas. A magazine profile from 1966 mentioned that George Henry Lesch became the new chairman and president of the company in 1961 and his main task was to oversee this expansion.

The profile mentioned that a line of dried chicken and crabmeat entrees under the Colgate Kitchen label was introduced but quickly withdrawn. They also mentioned another product called Snapples, which was an apple chip that was tested on and off for two years. The chicken and crabmeat entrees were specifically mentioned in a weekly digest from the American Institute of Food Distribution in 1966. They claimed that these products were test-marketed in 1964, but only in Madison, Wisconsin, and were withdrawn a year later.

In summary, Colgate Kitchen Entrees included, dried chicken, crabmeat, and Snapples but not beef lasagna, which was claimed to be launched in 1982. 

Why Did Colgate Kitchen Entrees Fail? 

Colgate is a brand associated with oral health. When people think of Colgate, they immediately associate it with toothpaste. it takes time for a brand to become recognizable among its customers. Unfortunately, Colgate didn’t invest enough time in building that recognition, so customers were not prepared for their expansion into other products. 

There was already tough competition from big companies, and Colgate wasn’t prepared to compete on such a large scale. As a result, Colgate struggled to convince their customers to associate them with food entrees instead of just toothpaste. This change in perception affected customers’ mindsets and goals. 

They made the mistake of continuing with the same brand name instead of creating a sub-brand that people can associate with when it comes to the frozen food industry.  They also failed to create awareness about their frozen meals among consumers. The customers who did try Colgate’s frozen meals were left unsatisfied with their taste and quality.

Marketing Takeaway 

Colgate failed to recognize that consumers associated their brand with dental hygiene, not food. This lack of understanding led to a disconnect between the product and its intended consumers. Before launching a new product, it is essential to conduct thorough market research and ensure that there is a genuine need and desire for your offering among your target audience.

The brand failed to effectively communicate the unique selling points of its frozen food line. Consumers were left confused about why they should choose Colgate for their meals when there were already established players in the market. It’s important to explain why your new product is special and how it can benefit people. This helps you stand out from your competition and get people interested in what you’re offering.

Despite the debate over Colgate’s Beef Lasagna in 1982, its Kitchen Entrees was launched in 1964 and was a huge fail. Colgate is a big brand but failed to realize that venturing into a new industry might not result in success as they are known for their oral healthcare products. Other brands can learn from their mistake and if they want to diverge, they need to make sure that their customers can associate with their new products and do the proper marketing.

What is that one thing connecting Humans across seas? What is that links between human existence and their purpose? Is it Love, religion, our consciousness, or the ability to think and ask this very question in the first place? 

“A Story” — whether man or God, we are all bound to have one, and anyone who learns to create and express one – rules the society (according to Plato). 

Ogilvy is one such brand ruling the advertising and marketing sector with its ability to voice good stories. It is a global advertising, marketing, and public relations agency offering direct and digital marketing and marketing consulting network services.

Let us dive straight into all the what’s, why’s, and how about Ogilvy to dissect and understand this brand.

Strong Roots Bearing Sweet Fruits

“Talent, I believe, is most likely to be found among nonconformists, rebels, and dissenters.”

David Ogilvy.

David, the mastermind behind the company, wasn’t afraid to be bold. Take Dove soap, for instance. Instead of marketing it as just another cleaning bar, he positioned it as a solution for women with dry skin – a strategy that continues to resonate decades later. However, his genius wasn’t limited to understanding consumer needs.

In Norway, Saab cars lacked brand recognition. David, ever the showman, declared them the ultimate winter vehicle. This audacious claim, backed by his marketing muscle, propelled Saab to the top of the Norwegian winter car rankings within three years. The truth is, Saab wasn’t inherently superior in winter conditions. But David, a master storyteller, had created a persuasive narrative that reflected Norwegian drivers.

This ability to craft powerful brand narratives is the cornerstone of the company’s success. Established in 1948 as a single office, it has blossomed into a global creative network. Spanning continents, the company offers a powerful partnership for its clients. The company set foot on a mission to guide the world’s leading brands through the dynamic marketplace, helping brands adapt and stay relevant for the long haul.

This commitment to client success is rooted in David’s core principle of mutual respect. He cultivated a company culture that valued both its employees and its clients. Today, Ogilvy toasts this legacy, ensuring an environment where creativity continues to flourish.

The Ogilvy Effect

Ogilvy, the advertising world’s silver-tongued storyteller, knows the secret weapon for brand success — a captivating narrative. It crafts stories that tug at heartstrings, tickle funny bones, and leave a lasting impression. 

It’s not just about features and benefits but making consumers feel something, remember something, and ultimately, choose something (your brand!).

However, Ogilvy isn’t all smoke and mirrors. Its data detectives – digging into the “why” and “how” of consumer behavior. By understanding what makes people tick, it tailors its campaigns with laser focus, ensuring the message lands right where it needs to.

The company does not play favorites when it comes to reaching audiences. It’s everywhere – television, your favorite magazine, and even those sneaky ads that follow you around the internet. This multi-channel approach ensures that brands are seen (and heard) by the right people at the right time.

Finally, Ogilvy walks the walk, not just talks the talk. It constantly pushes the boundaries of advertising, sharing its expertise through thought-provoking articles, insightful reports, and industry events. Establishing themselves as thought leaders, the company builds trust and attracts clients who want a piece of its magic.

Impactful Campaigns

Ogilvy bridges the gap, crafting impactful campaigns that break through the noise and achieve results. Its proven track record speaks for itself, as evidenced by the following examples:

• Dove’s “Campaign for Real Beauty”: This iconic campaign challenged traditional beauty standards by featuring diverse women. It sparked a global conversation about self-acceptance and body positivity, becoming a cultural phenomenon rather than just an advertisement.

• Coca-Cola’s “Share a Coke” campaign: Personalization was the key here. Printing popular names and phrases on Coke bottles created an instant connection. Consumers loved seeing their names, shared photos on social media, and sales soared. This campaign leveraged the power of influencers to generate brand buzz.

• IBM’s “Smarter Planet” campaign:  Using technology to address global challenges like energy consumption and transportation was the main focus of this campaign. By showcasing innovative solutions, it positioned IBM as a thought leader and a force for positive change, inspiring hope for a better future.

These are just a few examples of how Ogilvy brings its expertise to the table. It combines deep consumer understanding with creative brilliance to craft campaigns that resonate and drive results.

Why Ogilvy is Every Brand’s Marketing Dream Team?

There are a million things a brand could do, but what actually works? That’s where Ogilvy comes in – like a personal marketing Sherpa, guiding brands to the peak of success.

Here’s what makes it different:

The bottom line? It is not just another marketing agency but a team of experts who can craft marketing campaigns that are unique and powerful.

Conclusion:

What do we leave behind? We often encounter this question as we introspect a path to find or add meaning to our lives. Often, the answer is “stories.” Filled with all the wrongs and rights and our moral ability to make decisions and fall in and out of love, crafting a story, or as they say, “A Legacy.” 

That is what Ogilvy is — a legacy enriched with firm roots of creativity and a sense of empowerment through advertisement and marketing. Its expertise in consumer behavior, industry connections, and track record of success make it an ideal choice for brands looking to make an impact.

(Source-Yahoo.com)

Silicon Valley, known as one of the hubs of innovation, a story began to spread. It was the story of an accidental encounter between two great people who talked about planning the future. Robert Noyce and Gordon Moore, whose names are forever etched in tech history, met by chance. The talk, directed by a mutual interest in exploring the limits of the impossible, sparked a revolution. This is the story of Intel—a living example of how a seed of idea, constant progress, and microprocessors made the impossible come true. 

Backyard Inspiration to Tech Revolution:

In the spring of 1968, Robert Noyce and Gordon Moore, who were veterans of the electronics industry in Silicon Valley, met via chance in the form of a summer afternoon. This casual talk in the backyard inspired an idea about the future of technology. It was a phenomenon that sparked the idea of Intel, a computer company dedicated to the development of technology.

Robert Noyce, Gordon Moore, and Andy Grove have gone through common problems that every small business has both initial funding and the space of their garage to begin experiments with. Although these barriers existed, they remained ready for innovation and to development of novel technologies. They did not stray away from the fight when they overcame the challenge, and they were rewarded with the world’s first microprocessor, the Intel 4004, which was released in 1971. The introduction of the advanced chip brought sweeping changes to the computer industry. Thanks to these chips, PCs became cheaper and entered people’s lives, being a natural part of how these people used technology.

Intel endeared everybody to itself by providing chips, such as the 8086 and the “Intel Inside” advertising campaign during the computer era. Nevertheless, smartphones’ rising popularity was one of the issues AMD had with its chips, and reshaping was one of the critical decisions that the company had to take. They moved their attention to ARMS chips for mobile devices, took a try on AI tech, and cooperated with other companies as well. Today, while it maintains a powerful industry position due to continuous innovation and technology investments, Intel believes the potential for future competition overtakes.

Challenges Facedl: 

• Stiff Competition from AMD: The steepening competition that has occurred between AMD and Intel has provoked Intel to stay ahead of the curve by designing newer products as well as establishing competitive prices. This competition is the most open between competitors in the CPU or Central Processing Unit front. For quite a long, it had the predominant position among the chip manufacturers; however, this decade, AMD has equally led the market as its advancements like the Zen architecture have seriously challenged it’s superiority in performance. This situation has resulted in a price war which has had an impact on its profit margin due to the company’s low twist in the share ratio choice.

• Mobile Computing Revolution: The transition from desktops to small handheld devices such as smartphones and tablets, which are increasingly becoming popular, has affected significantly the demand for traditional PCs, which used to form its core market. The fast-growing market of smartphones and tablets has influenced the sales of PCs in a negative way which is not good for the Intel business. It has made quite good its processors (Atom Series) – though is not as successful in mobile CPUs as it is in PC CPUs. They didn’t have any other choice but to diversify their products and enter into other markets aside from the mainstream computing market.

• Skyrocketing Manufacturing Costs: The rise in complexity in chip manufacturing due to the tightening of profit margins is depriving manufacturers of healthy a profit. The very refinement of chip technology and the implosion of miniaturization constantly complicates and makes the production process more expensive. This involves the high expenses of conducting new process development and construction of high-cost facilities (e.g., transitioning from 7nm or 5nm technologies to chip-quality devices). These escalating costs mount pressure on Intel to devise systems that can yield better production techniques with high efficiency for the business to remain competitive.

• Security Vulnerabilities and Loss of Trust: Like Meltdown and Spectre security vulnerabilities pulled down the trust and to deal with the issue a huge effort is required. These major security issues of its processors that could lead to cyberattacks are just examples of how these products can be used and misused in detrimental ways for the users and the brand. This is caused by a loss of confidence and a bad name for the brand. Dealing with such weaknesses required both a great deal of engineering efforts and chip design redesign which in turn, had an even bigger implication on the loss of profit margin and further postponement of launching the products. The fallout of these vulnerabilities also significantly impacted consumer perception while largely undermining its reputation. So, the company was forced to invest in fixing this issue.

Top 5 Competitors:

1. AMD (Advanced Micro Devices): AMD stands in Intel’s place, by introducing their products which are comparably performant but at a cheaper price. During these years, AMD’s market share has risen due to the cost-effective and innovative technologies including multi-core processors and energy efficiency in the designed chips. Consumers have a rather favorable opinion about AMD’s Ryzen series processors which have become quite a coup for the field of PC processor industry and presented Intel with a very troublesome rival.
2. Samsung: Samsung is a major player in the semiconductor cartel, where the mobile processors and memory chips are LEDs. Samsung not only produces chips for its products but also competes with Intel across various products including SSDs and memory technologies. Their issues on the level of mobile chipsets and memory architectures have made them Intel’s most serious competitors by taking over some significant market segments.
3. TSMC (Taiwan Semiconductor Manufacturing Company): TSMC being a famous contract producer of semiconductors is well known for fabricating the chips for many leading companies such as Intel and AMD. In addition to Intel which has internal production capacity for many of its chips, the company has TSMC as its partner for other products or technologies. Advances in semiconductor manufacturing by TSMC and the company’s semiconductor processing capabilities have made it possible for both Intel and AMD to have best-in-class semiconductor components and improve their offerings.
4. NVIDIA: NVIDIA is famous in the world because of its GPUs (graphics processing units), and its powerful presence has been marked by the gaming and professional graphics sectors. Meanwhile, Nvidia is also diversifying into AI and autonomous driving technologies, which can even become grounds for competition with Intel in AI accelerators as well as autonomous vehicle computing platforms. Their mass capability to produce AI-specific hardware and GPU-accelerated computing largely makes them an interesting company to be considered as a competitor in the overall semiconductor industry.
5. Qualcomm: Qualcomm tops as the market leader in mobile processors, especially the Snapdragon series that is most used in smartphones where they power most mobile phones around the world. Intel largely faced rivalry from Qualcomm in the domain of mobile computing, especially in the domain of power efficiency and binding together of modem technology into the chipset.  Qualcomm’s outstanding mobile connectivity and system-on-chip (SoC) designs made it a keynote in the mobile semiconductor market, but also strong competition against Intel in mobile operations.

Marketing Strategies of Intel:

Well-known Marketing Campaigns:

• “Intel Inside” (1991 – Present): This iconic campaign successfully positioned Intel as the brains behind personal computers.
• “Sponsorships of Major Sporting Events”: Its association with major sporting events like the Olympics showcases its technological prowess.
• “The Verge” Influencer Campaign: Partnering with tech influencers broadened it’s reach to a younger, tech-savvy audience.
• “Processors with Purpose”: Highlighting the societal impact of Intel technology, promoting responsible innovation.

Conclusion:

Innovation runs in the blood of Intel. From the accidental beginning to the conquest of the PC market by Idea and its re-imaging as a provider of the most advanced processors. On the other hand consider a case where technology is advancing day by day The competition, the spread of mobile computing, the increase of production cost, and the existing cybersecurity problem are the ongoing challenges that it needs to address continually.

Though these struggles appear, it has a major edge in the digital world. An integral part of their success is their solid research and development activities and also the strategic partnerships coupled with the green agenda guide them for more accomplishments. Through accentuating regions such as artificial intelligence (AI), Internet of Things (IoT), and next-generation mobile processors, it can take the edge and shape the eventually heavily technological field.

Uber emerged as a transformative force in the field of global transportation that connects customers to drivers through innovative mobile platforms. “Ignite opportunity by setting the world in motion” is a mission of the organization and it operates in 900 cities worldwide. Moreover, it has represented a multifaceted business model by offering ride-hailing, food delivery, and freight logistics services. It leverages advanced technologies like GPS tracking and machine learning that can cope with redefined urban mobility. Despite any controversies and challenges, Uber’s commitment to excellence is never-ending and in this article, we are going to study how the company conquered mountains of success.   

Historical Background of Uber: 

Garrett Camp and Travis Kalanick founded Uber in 2009 from the frustration of not being able to hail a cab in San Francisco. Initially, the business model focused on the idea of sending a request to book a cab by using a mobile and connecting them with nearby drivers. By providing a more convenient and efficient way, this cab service disrupted the traditional transportation industry. It was named UberCab and later changed to Uber as it expanded its services beyond taxis including UberX, UberPools, and UberEats. This expansion marked the beginning of the company from a simple ride-hailing service to a global tech giant revolutionizing transportation and logistics. 

Key Components of Business Model

Revenue Streams: 

In terms of its success, many factors contributed to it. Robust technology is at the center of it due to which user experience regarding booking and canceling the cab has improved in addition to the payment process. To generate revenue, it charges riders the ride-hailing fees for each trip with a commission from drivers’ fares as a service fee. Uber Pass and Uber Rewards are part of its subscription services that offer additional revenue streams with benefits regarding discounted fares and free delivery for Uber Eats for monthly and yearly fees. Additionally, it monetizes its platform through advertising partnerships with businesses and brands, along with revenue from ventures such as Uber Freight and Uber Health.

Economic Contribution: 

In terms of job creation, Uber is providing jobs to unskilled gig workers in urban areas without any social security. By offering adjustable employment opportunities as independent contractors, Uber encourages countless individuals to earn income on their own. Through this, the app is immensely contributing to workforce participation and the global economy. Due to the growth in transportation, there is a rise in mobility, tourism activities, and local businesses. Furthermore, the app has reshaped transportation patterns by redefining ways of how people move within cities. Due to convenient and on-demand cab services, people are diverted from buying and owning cars due to less congestion and lower air pollution with increased public transit options. 

Challenges and controversies 

Uber’s gig economy model has also raised concerns about job security, fair wages, and labor rights, prompting ongoing debates about the balance between flexibility and protection for workers. 

Branding and Marketing Strategies: 

In response to the crisis and challenging situations, Uber has implemented various marketing and branding strategies to uphold customer trust and brand reputation. It emphasized transparency and accountability by apologizing and correcting actions through social media campaigns. Its digital marketing team leveraged exposure to social media and provided real-time updates on service improvements. 

Investing in proactive marketing and branding initiatives, Uber has highlighted its commitment to sustainability, innovation, safety, etc. The app ensures vehicle safety standards along with participating in environmental initiatives. Furthermore, it has collaborated with reputable organizations and influencers to amplify positive messaging and rebuild stakeholder trust. These efforts reflect its proactive approach to managing crises and reinforcing its brand image amidst challenging situations.

Future Outlook of the Transportation Industry: 

• Autonomous Vehicles: Investment in self-driving car technology could significantly alter the game. Driverless cars could reduce costs and further improve efficiency.
• Urban Mobility Solutions: By integrating various transportation options (bikes, scooters, public transit) into their app, Uber can become a one-stop shop for urban mobility.
• Logistics Powerhouse: The expansion of Uber Freight’s reach and services has the potential to disrupt the traditional logistics industry, offering more efficient and data-driven freight movement.

Key Takeaways: 

By capitalizing on these opportunities and staying at the forefront of innovation, Uber has the potential to reshape the future of transportation. The company’s journey also offers valuable lessons for anyone in the industry seeking to grow and adapt.

Conclusion: 

In summary, the case study highlights its groundbreaking journey in transforming urban mobility. From its inception as a ride-hailing startup to its global tech dominance, Uber has revolutionized transportation. Despite challenges like regulatory hurdles and competition, its resilience, and innovation continue to shape the industry. As it charts its future path, its impact remains profound, reshaping how we navigate cities and defining the future of transportation.

We see a lot of healthier drink options in the market and go with the one we truly find good for our health. The beverage market is vast with healthy and unhealthy options. Pepsi co came up with Clear Pepsi in 1992 in the hope of meeting the customer demand for a better and healthier cola but failed in doing so. In this article we are going to learn about the product and why it failed.

Overview of the Product

Crystal Pepsi was a clear cola beverage produced by PepsiCo. It was introduced in 1992 and discontinued in 1994 due to low sales. The soda was later relaunched temporarily in 2017 to capitalize on 90s nostalgia. Crystal Pepsi was marketed as a new and unique product, different from regular Pepsi. It had a lighter and less sweet taste, was clear, caffeine-free, and made with all-natural flavors and no preservatives. The goal was to capture a portion of the retail soft drink market without harming the flagship Pepsi product.

What Was the Purpose Behind Launching Crystal Pepsi?

The purpose behind launching Crystal Pepsi was to offer consumers a unique and healthier alternative to traditional colas. In the early 1990s, there was a growing demand for products that were perceived as healthier and more natural. People were becoming increasingly conscious of their dietary choices and looking for options that aligned with their desire for a healthier lifestyle.

PepsiCo saw an opportunity to tap into this emerging trend and decided to introduce Crystal Pepsi. The goal was to provide a refreshing and guilt-free soda experience for consumers who wanted to enjoy cola without the excessive sweetness or artificial ingredients commonly found in traditional sodas.

Crystal Pepsi was different from regular colas in several ways. Firstly, it had a lighter and less sweet taste, making it a more appealing choice for those who preferred a milder flavor profile. Secondly, it was clear in appearance, which was a departure from the typical brown color of colas. This transparent look made it visually striking and sparked curiosity among consumers.

Crystal Pepsi was made with all-natural flavors and did not contain any preservatives. This appealed to health-conscious individuals who wanted to enjoy a soda without the guilt associated with consuming artificial ingredients.

By launching Crystal Pepsi, PepsiCo aimed to capture a portion of the market looking for a healthier soda option. The company wanted to offer consumers a refreshing and transparent cola that satisfied their desire for a more natural beverage choice.

Features of Crystal Pepsi

Below are the features of Crystal Pepsi.

• Clear Appearance: One of the standout features of Crystal Pepsi was its clear appearance. Unlike traditional brown-colored colas, Crystal Pepsi was transparent, almost like water. This unique visual aspect made it instantly eye-catching and sparked curiosity among consumers.

• Lighter and Less Sweet Taste: Crystal Pepsi offered a different taste experience compared to regular colas. It had a lighter and less sweet flavor profile. This made it appealing to those who preferred a milder taste and wanted to avoid the overwhelming sweetness often associated with traditional sodas.
• Caffeine-Free: Crystal Pepsi was caffeine-free, meaning it did not contain any caffeine. This feature made it an attractive choice for individuals who wanted to enjoy a cola without the stimulant effects of caffeine. It provided a refreshing option for those who preferred to limit their caffeine intake.
• All-Natural Flavors: Crystal Pepsi was made with all-natural flavors. This meant that the ingredients used to create the cola were derived from natural sources rather than artificial additives. The use of natural flavors appealed to consumers who sought products that aligned with their preference for more natural and wholesome ingredients.
• No Preservatives: Another feature of Crystal Pepsi was the absence of preservatives. Preservatives are commonly used in many food and beverage products to prolong shelf life. Crystal Pepsi, however, was made without any preservatives, appealing to those who sought products with fewer artificial additives.

What Did the Consumers Think About Crystal Pepsi?

Consumer reaction to Crystal Pepsi was a mix of curiosity, intrigue, and ultimately, disappointment. When Crystal Pepsi was introduced, consumers were intrigued by its unique and transparent appearance. Many people were curious about what a clear cola would taste like and were eager to try it. The novelty factor attracted a significant number of consumers who were excited about this new and different soda option.

During the initial stages, Crystal Pepsi received positive feedback from consumers. Many appreciated its lighter and less sweet taste, which offered a refreshing alternative to the traditional colas available in the market. Some consumers also liked that it was caffeine-free, making it a suitable option for those who wanted to avoid stimulants.

However, as more people tried Crystal Pepsi, mixed reviews started to emerge. Some consumers felt that the taste did not live up to their expectations. They found the flavor to be somewhat lacking in comparison to regular Pepsi or other colas they were accustomed to. This led to disappointment and a reluctance to repurchase the product.

Crystal Pepsi also faced challenges in finding a clear target audience. The marketing strategy aimed to position it as a healthier alternative to traditional sodas. However, this positioning was not well-defined, resulting in confusion among consumers. They were still determining who the product was intended for and how it differed from regular Pepsi.

Why the Product Failed?

Crystal Pepsi faced several challenges that ultimately led to its failure in the market. Here are the reasons that led to product failure.

• One of the key reasons for Crystal Pepsi’s failure was the lack of a well-defined target audience. While the brand positioned itself as a healthier cola option, it failed to identify the specific group of consumers it aimed to attract. This lack of focus resulted in confusion among consumers, who were unsure if the product was intended for them.
• Crystal Pepsi faced direct competition from Tab Clear, a clear cola introduced by Coca-Cola. Tab Clear was strategically marketed under the Tab brand name, avoiding the potential negative backlash associated with Coca-Cola. This move created confusion in the market and diluted Crystal Pepsi’s unique selling proposition.
• Crystal Pepsi was marketed as having a taste similar to regular Pepsi. However, some consumers found the flavor lacking compared to their expectations. This discrepancy between the marketing promises and the actual taste of the product led to disappointment and a reluctance to repurchase.
• Crystal Pepsi’s marketing and positioning faced challenges. The brand tried to position itself as a healthier alternative, but this message was not effectively communicated to consumers. The marketing campaign lacked a clear and compelling message that resonated with the target audience, further contributing to the product’s failure.
• Crystal Pepsi had a shorter shelf life compared to traditional colas. This limited its availability and potential for widespread distribution. The shorter shelf life, combined with the lack of a clear target audience and effective marketing, hindered the product’s ability to gain traction in the market.

Key Marketing Takeaways

The failure of Crystal Pepsi provides valuable marketing insights and key takeaways for businesses. 

• Clear and Defined Target Audience: Crystal Pepsi’s failure highlights the importance of identifying and understanding the target audience. It is crucial to have a clear understanding of who the product is intended for and to tailor the marketing efforts accordingly. By defining the target audience, businesses can develop focused marketing strategies that resonate with their intended customers.
• Consistent Brand Positioning: Crystal Pepsi’s positioning as a healthier cola option was not effectively communicated to consumers. Consistency in brand positioning is essential to build trust and create a distinct identity in the market. Marketers should ensure that the messaging aligns with the product’s attributes and deliver a consistent brand experience across all touchpoints.
• Manage Expectations: Crystal Pepsi faced challenges in meeting consumers’ taste expectations. Businesses should be mindful of setting accurate expectations through their marketing efforts. Transparent communication about the product’s features and taste can help manage consumer expectations and avoid disappointment.
• Effective Messaging: Crystal Pepsi’s marketing campaign lacked a clear and compelling message. Marketers should craft impactful messaging that conveys the product’s unique value proposition and resonates with the target audience. It is essential to communicate the product’s benefits concisely and persuasively to capture consumers’ attention.
• Adaptability and Agility: Crystal Pepsi faced competition from Tab Clear, which created confusion in the market. Businesses should be adaptable and agile to respond to market changes and competition effectively. Regular monitoring of the market landscape and competitor activities can help businesses make timely adjustments to their marketing strategies.
• Market Research and Testing: Conducting thorough market research and testing can provide valuable insights into consumer preferences and potential barriers to adoption. Businesses should invest in market research and conduct product testing to gather feedback and make informed decisions before launching a new product.

By applying these tactics in the marketing of your products, you may be able to reach out to your target audience, create a compelling strategy and make your business a success.

(Source-NBC-News)

Enjoy the delicious taste of Coca Cola perfectly blended with a delightful coffee flavor. It’s fizzy and refreshing, just like regular colas, but with a twist. The best part is it has caffeine, which gives you a little energy boost, perfect for when you need a pick-me-up. Sometimes, you can find it in fancy glass bottles, making it look cool. It’s for grown-ups who like the flavors of both cola and coffee. Imagine a drink that is a blend of cola and coffee –Coca Cola Blāk.

It was fancy, so it often came in cool glass bottles. Which made it look stylish and appealing to people who liked trendy stuff. They were trying to attract grown-ups who enjoy the fancy tastes of both cola and coffee. It was different from regular sodas – it’s a special drink for people who wanted something more sophisticated and unique. They were trying to stand out as the usual sodas you see in the stores.

Even though it seemed interesting, it didn’t stick around for long. There were a few reasons, like different tastes, more competition in the market, and not reaching a big enough audience. In this article, we’ll explore more about Coca Cola Blāk and find out why it didn’t stay on the shelves for too long.

In the end, a combination of factors, including taste preferences, market competition, and target audience limitations, contributed to its lack of success and led to its discontinuation from the market. In this article, we will explore why it was discontinued.

Overview of the Product:

What was the purpose behind launching Coca Cola Blāk?

The purpose behind launching it was to create a unique beverage that combined the classic Cola taste with coffee flavors. The product targeted consumers interested in a blend of cola and coffee, providing a unique and innovative beverage. It aimed to offer a caffeinated and refreshing experience, catering to individuals seeking a unique flavor within the Coca Cola product line.

Key Features: 

Consumer Reaction:

People had different feelings about Coca Cola Blāk when it was around for a short time. Mixing cola and coffee flavors got the attention of people who wanted to try something different. The idea of having a cola with coffee in it interested those who were looking for a new and bold taste experience.

However, people had different thoughts about how it tasted. Some thought the mix was cool and different, liking that it wasn’t like regular sodas. They enjoyed the strong and unique flavors that came from combining cola and coffee. However, others thought the taste was strange or something you had to get used to, causing a split in what people liked.

Strategically targeting a specific demographic – primarily adults – was the target audience of Coca Cola Blāk. The product targeted consumers who valued both cola and coffee, catering to the preferences of a more mature audience. This special way they marketed the product affected how people saw it and what they expected from it.

Despite initial interest, Coca Cola Blāk did not achieve widespread success in the market. The product faced challenges in establishing a solid and permanent consumer base. They stopped making the drink because not many people kept buying it regularly. This shows it’s tough to keep a niche drink with a unique taste going in the long run.

Why the Product Failed?

Coca Cola Blāk, aimed to bring a unique twist to the beverage market by combining cola with coffee flavors. Despite its innovative approach, the product faced challenges that contributed to its ultimate discontinuation. The distinct taste, blending the sweetness of cola with the boldness of coffee, proved polarizing among consumers. While some found it refreshing and novel, others found the flavor combination unconventional and did not resonate with the broader market.

Furthermore, it targeted a specific demographic, primarily adults who appreciated both cola and coffee, limiting its appeal to a broader audience. The beverage market is highly competitive, and it faced tough competition from established products and failed to capture a significant market share. Additionally, the marketing and branding of the product may not have effectively communicated its unique value proposition to consumers, impacting its overall success.

Ultimately, consumer preferences, market dynamics, and the specific niche appeal of Coca Cola Blāk contributed to its failure, leading to its discontinuation in 2008. Despite its short-lived presence, the product remains a notable example of the challenges of introducing unconventional flavor combinations in the highly competitive beverage industry.

Valuable Marketing Lessons:

The marketing journey of Coca Cola Blāk provides valuable lessons for brands in the beverage industry. Here are some key takeaways:

1. Understanding Consumer Preferences: Its introduction highlighted the importance of thoroughly understanding consumer preferences. While the fusion of cola and coffee seemed innovative, it was essential to gauge whether it aligned with widespread taste preferences.

2. Targeted Positioning: The beverage industry is diverse, and successful products often have a well-defined target audience. Coca Cola Blāk’s premium positioning for a mature demographic demonstrated the importance of aligning the product with the specific preferences and lifestyles of the intended consumer base.

3. Balancing Uniqueness and Familiarity: Innovation is crucial, but it needs to strike a balance between uniqueness and familiarity. It aimed to offer a distinct flavor combination, but finding the right equilibrium between the classic cola taste and the bold coffee flavor proved challenging.

4. Limited Edition Appeal: Introducing a product as a limited edition can create excitement and exclusivity. However, brands must carefully assess whether the product has the potential for long-term success or if it is better suited as a temporary offering.

5. Adaptability to Changing Tastes: Consumer preferences can evolve, and a product that once seemed innovative may lose relevance. The lesson here is for brands to stay attuned to market dynamics and be ready to adapt their offerings based on changing tastes and trends.

6. Communication and Brand Storytelling: Clear Effective communication about a product’s unique features is crucial. Coca Cola Blāk’s marketing could have placed more emphasis on narrating a compelling story about the fusion of cola and coffee, aiding consumers in comprehending and connecting with the innovative concept.

Conclusion: 

Coca Cola Blāk was a special drink that mixed cola and coffee flavors. It was not like the regular colas you find; it was something new and different. Some people liked the unique taste, thinking it was refreshing and cool. They enjoyed the mix of cola and coffee flavors. But not everyone felt the same way – some found it strange or didn’t like the taste.

It is made for grown-ups and older people. It tried to be different and appeal to those who enjoy cola and coffee. Even though it was interesting, not many people kept buying it. After a short time, Coca Cola decided to stop making it because it didn’t become popular. So, it was a unique idea, but not everyone loved it, and it didn’t stay around for too long.

“You are what you eat..” is a belief that made Kellogg’s one of the most popular choices for Americans in the breakfast. Set up by brothers Will Keith Kellogg and Dr John Harvey Kellogg in year 1870’s, Kellogg discovered different ways to to cook and crush wheat and made it more palatable without losing its nutritional value.

The brand proved that making cereal and feeding it to millions of people is not at all difficult thing to execute. The company decided to go one step ahead by producing Breakfast Mates for busy families in which there are working parents and save their time. However, the company failed miserably and turned out to be a disaster. Do you want to know the story behind this? Explore the same in this article. 

Overview of the Product: 

Kellogg’s Breakfast Mate was a breakfast product introduced by Kellogg’s, a renowned food company known for its cereal and snack offerings. Breakfast Mates aims to provide consumers with a convenient and quick breakfast solution, ideal for busy mornings or on-the-go lifestyles. The product typically consisted of a combination of ingredients such as cereal, fruit, nuts, and yogurt, packaged together in a single serving container. With its promise of convenience and nutrition, Kellogg’s Breakfast Mates entered the market as a potential solution for consumers seeking a hassle-free breakfast option.

What was the purpose behind launching Breakfast Mates? 

1. Kids can prepare breakfast for themselves and they do not have to depend on their parents. 
2. A ready-to-eat perfect snack during any time of the day. Due to increased working hours of the day, many people in the U.S. do not get enough time to make food for themselves. So Breakfast Mates would have been an easy choice for them.
3. Competing with the fast-food industry. People do not have any choice but to eat highly nutritious food when it comes to the fast-food industry. However, Breakfast Mates offers a healthy and ready-to-eat option to kill your starving and not compromise on nutrition. 

What was Breakfast Mates Consisted of? 

Kellogg’s Breakfast Mates included four popular brands: Corn Flakes, Fruit Loops, Mini Wheats, and Frosted Flakes. Along with a container of aseptically packaged milk [no refrigeration required] and a plastic spoon, Kellogg placed the product in the refrigerator dairy section besides yogurt, Jell-O pudding, and other refrigerated desserts. It was perceived by the company that most Americans eat cereals by pouring milk over cereal so they will welcome the Breakfast Mates.  

Why did Kellogg’s Breakfast Mates fail in the market? 

Kellogg’s started marketing its products through various advertisements in which the company promoted its nutritional value for kids as well as adults. Having a breakfast that consists of high nutritional value was the Unique Selling Point (USP) of Kellogg’s. However, this USP failed when the company launched a new product named Breakfast Mates which came along with cereal, milk, and spoon in it. Due to a lack of market research and understanding of customer choices, the product couldn’t reach up to the mark. According to studies, the following factors were responsible for its failure: 

• Factor one: Warm Milk. Yes, though we eat cereals with milk, many customers did not like the idea of eating cereals with warm milk. Each container of milk was ‘aseptically packaged,’ it didn’t need refrigeration. 
• Factor two: As it was reflected in the advertisement, the idea of opening the package was not that easy. The advertisement showed that children open Breakfast Mates package when their parents are asleep, however, it couldn’t be the same. The product wasn’t child-friendly. 
• Factor three: Consumers found Breakfast Mates too expensive and competitors like Nestle, Quaker, etc. offered better choices. Its retail price ranged from $1.39 to $1.69 depending on the retail store. Combining milk with cereal is considered as Kellogg’s move to enter into the dairy industry. 
• Factor four: Breakfast Mate was re-educating people on how to eat milk with cereal when consumers were not ready to buy milk in the same package of cereal. However, people expect to have cold milk with cereal of their own choice. 
• Factor five: Many Americans who have tried eating aseptically packaged milk were not satisfied with the taste. Some of them had given reviews that the milk’s taste was burnt. Targeting the wrong audience can prove to be a disaster for any company. 
• Factor six: Breakfast Mate had portable packaging so that children who live away from home can have it. It could be kept in a lunchbox, suitcase, brown bag, etc. However, the problem was that milk can get warm at room temperature which changes its taste. 
• Factor seven: Packaging and Portion Size Issues: Packaging that did not appeal to consumers or portion sizes that were deemed inadequate or excessive may have contributed to dissatisfaction with the product.
• Factor eight: Distribution Network Issues: Issues with the distribution network, such as logistical problems or inefficiencies, could have hindered the product’s reach to target markets.

What important lessons you can learn from this? 

After one year of experimentation, Kellogg decided to dismantle Breakfast Mate in 1999 and announced that it would stop production. Cereal, milk, and spoon were not just needed to make the launch successful and only one parameter can prove a fatal mistake. There are few lessons new food companies can learn from the mistakes of Kellogg: 

• For any food and beverages company, it is important to do deep research which helps to understand customer choices and preferences. For example, Kellogg’s failed miserably in its initial move into the Indian market because the company showed how Indian breakfast is harmful to health. 
• Do not try to confuse the customers. Adding milk with cereals did not offer anything new but showed that the combo would be easy to eat. Through the advertisements, Kellogg was implying that it is needed to store in a refrigerator. 
• Selling the brand in the right place. Selling cereal was the main agenda rather than anything else, however, including milk in the Breakfast Mates was a bad decision as where will you exactly find it on the shelves of the supermarket?
• Being best in at least one thing. It is an important lesson that can be learned from Kellogg’s failure of Breakfast Mates. Focusing on a single product is more essential than combining both of them in a single package. 
• If you are introducing something new in the market, keep the price low. Why will a consumer prefer to try a new product by paying more than the usual one?

By learning from Kellogg’s mistakes, we hope you have received important insights. The company soared high and achieved new milestones in the market and never looked back. The next time you are shopping at the supermarket and watching different flavors of Kellogg’s, do not forget to buy it separately and not with the milk. 

(Source-burgerking.fandom)

In the United States, burgers are more than just a meal—it’s a special treat everyone loves and a fun part of every celebration. Annually, Americans consume millions of burgers, each bite representing a blend of tradition, taste, and, sometimes, a touch of innovation. But in 2015, Burger King tried something different for Halloween. It introduced the Halloween Whopper—a burger with a black bun that tasted like steak sauce.

Imagine taking a bite of a burger that’s not just delicious but also brings the thrill of Halloween right to your taste buds. That’s what Burger King aimed for with the Halloween Whopper— a special burger for a limited time. Its black bun, flavored with A.1. Steak sauce, wasn’t just food; it was an exciting journey for your senses, promising a unique taste and a spooky vibe.

But even with its exciting idea, the Halloween Whopper didn’t win over as many fans as Burger King expected. At first, it grabbed everyone’s attention, but it ended up not meeting their expectations. So, what happened to this bold burger that seemed perfect for Halloween? Let’s dig into why Burger King’s Halloween Whopper didn’t work out as planned.

Overview of the Product:

The Halloween Whopper was a limited-time burger introduced by Burger King specifically for the Halloween season. What made it stand out was its black bun, leaving the typical brown buns found on most burgers. The black color was achieved by incorporating A.1. Steak sauce into the dough, giving the bun a distinct flavor and a spooky look, which was fitting for the Halloween theme. This novelty factor attracted a lot of attention, and many people were eager to try it due to its uniqueness compared to regular burgers.

What was the purpose behind launching Halloween Whopper?

The Halloween Whopper was created by Burger King in 2015 to join in the Halloween festivities and attract more customers. It made the burger special by giving it a black bun flavored with A.1. Steak sauce, making it look spooky. It wanted to excite people with a unique menu item that matched the Halloween vibe. By offering this limited-time burger, the company wanted people to talk and draw attention to their brand during the holiday season.

The Halloween Whopper wasn’t just about selling burgers during Halloween. It was also Burger King’s way of standing out from other fast-food places. By making a burger with a black bun, it wanted to catch people’s attention and show the brand is creative and different.

Plus, the spooky burger was perfect for social media. People loved sharing pictures of it online, which helped spread the word about Burger King even more. So, besides boosting sales, the Halloween Whopper was a way for it to connect with customers and get everyone excited about Halloween.

Key Features: 

The Halloween Whopper, introduced by Burger King in October 2015, was a limited-time offering designed to celebrate the Halloween season. Its key features include:

• Black Bun: The most well-known feature of the Halloween Whopper was its black bun, which was filled with A.1. Steak sauce. This unique and visually outstanding bun gave the burger a spooky appearance, perfect for Halloween.
• A.1. Flavor: The black bun of the Halloween Whopper wasn’t just for show; it also added a bold and savory flavor to the burger. This extra flavor made the Halloween Whopper taste even better and made it different from other things you can eat at Burger King.
• Limited-Time Availability: Like many seasonal offerings, the Halloween Whopper was available for a limited time only in October. This made people feel like they had to try the burger quickly before it was gone from the menu, which got them excited and eager to taste it.
• Promotional Campaign: Burger King’s Halloween Whopper was part of a promotional campaign aimed at profiting from the Halloween holiday. The burger’s unique appearance and flavor were highlighted in advertising and marketing materials attracting customers to try the limited-time offering.
• Engagement on Social Media: The cool look of the Halloween Whopper made people want to share it on social media. They took pictures and wrote reviews about it online, spreading the word even more and bringing fans of the brand together.

Overall, the Halloween Whopper was a creative and attention-grabbing addition to Burger King’s menu, designed to celebrate the Halloween season and engage customers with its unique features and flavors.

Consumer Reaction:

The consumer reaction to Burger King’s Halloween Whopper was mixed, with some customers intrigued by its unique appearance and flavor, while others found it off-putting.

1. Curiosity and Intrigue: Lots of people were interested in trying the Halloween Whopper because it had a unique black bun and special A.1. Steak sauce inside. The burger’s different look caught people’s attention and made them curious to taste it.
2. Mixed Reviews on Flavor: Some people liked the taste of the Halloween Whopper because of the A.1. Steak sauce flavor in the bun. The company thought it added something special to the classic Whopper taste. But for others, the flavor was too different or strong, so they didn’t enjoy it as much.
3. Visual Appeal: The Halloween Whopper looked cool with its black bun, so lots of people shared pictures of it on social media. This made everyone talk about it and got people excited to try it.
4. Limited-Time Availability: Just like other special menu items that come and go, the Halloween Whopper was only around for a short time. This made some people want to try it quickly before it was gone, but it might have made others hesitate because they knew it wouldn’t be available for long.
5. Marketing and Promotion: Burger King’s marketing and promotion of the Halloween Whopper played a major role in shaping consumer views. The burger was heavily promoted through advertising, social media, and in-store displays, creating excitement and driving sales during the Halloween season.

Was there a Similar Product in the Market?

During the release of Burger King’s Halloween Whopper, there were no similar products in the market offered by major fast-food chains. Halloween Whopper was outstanding for its unique black bun infused with A.1. Steak sauce, which differentiated it from other burgers available at the time. While other fast-food chains occasionally release seasonal or limited-time menu items, none offered a burger with a black bun and A.1. Steak sauce flavoring during the Halloween season of 2015.

Why the Product Failed?

The Burger King Halloween Whopper faced several challenges and criticisms that contributed to its perceived failure:

Valuable Marketing Lessons:

1. Balance Uniqueness with Taste:  Having something new and different can grab people’s interest, but what matters is if it tastes good. Even if something looks cool, if it doesn’t taste great, people won’t like it. So, making sure a product is delicious is super important for its success.
2. Consider Consumer Preferences: Understanding consumer preferences and tastes is essential when introducing new menu items. Conducting market research and gathering feedback can help identify potential concerns or reservations that consumers may have about the product.
3. Communicate Clearly: Clear and transparent communication is essential, especially when introducing unusual or innovative products. Addressing any concerns or questions honestly can help ease consumer hesitations and build trust in the brand.
4. Manage Expectations:  Make sure to tell customers exactly what they can expect from the product in advertisements and promotions. It’s important not to make it sound better than it is because then customers might be disappointed when they try it. Just be honest about what the product is like, so customers know what they’re getting.
5. Test and Iterate:
   Testing the product thoroughly before it’s available to everyone can help fix any problems before they become bigger issues. Getting feedback from small groups of people who try the product first can give important information about what needs to be changed or improved.
6. Timing and Availability: Consider the timing and availability of the product launch carefully. Take advantage of seasonal or event-based opportunities, but ensure that, the product’s availability aligns with consumer demand and preferences.
7. Adaptability and Flexibility: Be prepared to adapt and adjust marketing strategies based on consumer feedback and market trends. Flexibility and responsiveness are critical for directing unexpected challenges or addressing changing consumer preferences.

Conclusion: 

In the end, Burger King’s Halloween Whopper didn’t taste good to everyone, even though it looked interesting. This reminds us that while being different is neat, having good taste is crucial. Burger King and other companies can learn from this by paying attention to what customers enjoy and being honest about their products. Even though the Halloween Whopper didn’t do great, it taught valuable lessons about creating things people enjoy.

(Source-iStock)

Apart from charging my phone, the first thing I do is make black tea and read the headlines of The New York Times. Most of the time, I don’t have any idea about what to do with my life but yes, I want to know what is happening around the world. I find it one of the popular and trustworthy sources of information acting as a watchdog and holding governments, institutions, and individuals accountable. It plays a crucial part in shaping public opinion and due to this, I can debate with my colleagues about controversial topics in the world. Instead of going online and searching the speciality of my region, I can read about it in The New York Times. Here, you can read about the newspaper and understand what journey it has made to reach to our hands in every morning. 

The New York Times Through the Ages

Often called the “Gray Lady,” The New York Times (NYT) has been a prominent newspaper since it was founded in 1851. Started by Henry J. Raymond and George Jones, the paper aimed to provide readers with reliable news and information. In its early years, it focused on reporting significant events, including the Civil War. Over time, it became known for its commitment to journalistic integrity and high editorial standards. It played a crucial role in shaping public opinion and has won numerous Pulitzer Prizes for its outstanding journalism.

In the digital age, NYT transitioned to online platforms, offering news through its website and mobile apps. It covers a wide range of topics, from politics and culture to science and sports, making it a go-to source for news enthusiasts worldwide. Despite facing challenges and controversies, The New York Times continues to be a respected institution, providing valuable insights and information to readers, and making it a vital part of the global media landscape.

The New York Times’s Contribution to Journalism 

The New York Times’ historical milestones reflect its enduring commitment to journalistic excellence, contributing significantly to shaping the standards and practices of modern journalism.

Editorial Policies

The New York Times (NYT), renowned for its editorial standards, has significantly influenced the global media landscape. Its commitment to journalistic integrity, accuracy, and impartiality sets the bar for newspapers worldwide. The following aspects highlight the editorial policies that have shaped its influence:

Influence on Other Newspapers

The editorial policies of The New York Times serve as a benchmark, influencing other newspapers globally. Media outlets often look to emulate its commitment to accuracy, impartiality, and investigative journalism, seeking to build trust with their audiences.

Through these controversies, The New York Times engages in ongoing self-reflection, adapting its editorial policies to address evolving challenges and maintain its commitment to journalistic excellence. As a media trailblazer, it continues to shape the editorial landscape and contribute to the broader discourse on media ethics and responsibility.

Social Media Campaigns

The New York Times (NYT) has maintained an active and engaging presence across various social media platforms through strategic campaigns. Notable among these is the #NYTReadalong initiative on Twitter, where readers are encouraged to share their thoughts and favorite articles, fostering a sense of community engagement. Additionally, the NYT’s participation in the #COVID19FrontLine campaign showcased its commitment to frontline workers during the pandemic, emphasizing the importance of reliable news. 

On Instagram, the #NYTPhotoChallenge allows followers to share their visual interpretations of current events, creating an interactive space for artistic expression. The newspaper’s Facebook Live sessions, including “The New York Times Book Club,” provide an opportunity for real-time discussions with authors and journalists, fostering a dynamic online community. Through these diverse social media campaigns, The New York Times not only disseminates news but also actively involves its audience in meaningful conversations, solidifying its digital presence and adapting to the evolving landscape of news consumption.

Challenges and Responses

1. Digital Transformation Challenges:

Challenge: With the rise of digital media, The New York Times faced the challenge of adapting to an online landscape and monetizing digital content effectively.

Response: The Times implemented a digital subscription model, requiring readers to pay for online access. This move proved successful, contributing significantly to the newspaper’s revenue and allowing it to invest in quality journalism.

2. Criticism of Bias:

Challenge: The newspaper often faced criticism for perceived political bias in its reporting, raising concerns about journalistic objectivity.

Response: The New York Times acknowledged the need for impartiality and instituted measures to ensure balanced reporting. It invested in diverse newsrooms and editorial practices to present a more comprehensive and fair perspective.

3. Competition in the Digital Age:

Challenge: The proliferation of online news sources led to increased competition, challenging The New York Times to stand out in a crowded digital space.

Response: The Times focused on high-quality journalism, investigative reporting, and in-depth analysis to differentiate itself. Continuous innovation, multimedia storytelling, and interactive features enhanced the reader experience.

4. Press Freedom and Security Concerns:

Challenge: Operating in a world facing increasing threats to press freedom and journalists’ security, The New York Times had to navigate these challenges.

Response: The newspaper prioritized the safety of its journalists, investing in security measures and protocols. It also continued to champion press freedom, advocating for the protection of journalists worldwide.

5. Trust and Credibility Issues:

Challenge: Trust in media became a global concern, and The New York Times faced challenges in maintaining its reputation and credibility.

Response: The Times doubled down on transparency, fact-checking, and correction policies. It engaged with its audience through ombudsman columns, reader feedback mechanisms, and public editor positions to address concerns directly.

In navigating these challenges and responding effectively, The New York Times has not only sustained its legacy but also emerged as a digital powerhouse. By embracing change, prioritizing journalistic integrity, and adapting to evolving reader preferences, the newspaper continues to drive growth and maintain its position as a leading global media outlet.

Conclusion

The New York Times has played a significant role in shaping the trajectory of journalism, standing as a beacon for high-quality, investigative reporting. Its rich history reflects a commitment to journalistic integrity and adapting to technological changes. The lessons from its legacy include navigating challenges, upholding truth, and illustrating the transformative power of a free press. The newspaper’s enduring impact underscores the importance of responsible journalism, providing valuable insights for aspiring journalists and media organizations aiming to inform and enlighten society.

In the earlier days, the pleasure of enjoying tasty dishes on multiple occasions involved entering a warm and attractive restaurant, where the atmosphere and the culinary mastery of the chefs created unforgettable dining moments. Sometimes, due to time limitations, hectic schedules, or unexpected circumstances, it becomes quite challenging to go out and eat at a traditional restaurant.

Restaurants have experienced transformation from being exclusive spots to enjoying tasty meals to using digital platforms and delivery services such as DoorDash.  Making it incredibly convenient – with a simple tap on your phone, you can order, and soon, a delicious meal arrives at your doorstep.

Brands like DoorDash not only changed how we enjoy meals but also became a lifeline for local restaurants by helping them reach more people. The industry continues to develop with the perfect mix of technology, customer preferences, and culinary innovation. This ensures that in the future, enjoying delicious food will be both convenient and not restricted by distance. 

In this article, let’s dive into the exciting changes and the adventures in DoorDash’s journey. We’ll discover the creativity and deliciousness that influence the present and upcoming scenes of restaurants and food delivery.

History of the Brand:

Brand Overview:

It is an online platform that allows customers to easily order food from local restaurants and have it delivered straight to their doorstep. Established by Tony Xu Andy Fang Stanley Tang Evan Moore in 2013. It operates in several countries, offering a wide range of food options and delivery services for various types of cuisines. The platform partners with diverse restaurants. It also helps users to browse a variety of food options and place food orders through its app or website. DoorDash has become a prominent player in the food delivery industry, serving as a convenient and efficient way for people to access their favorite restaurants.

Competitors of DoorDash:

Marketing Strategies Used by DoorDash:

1. Targeted Segmentation: It focuses on three main groups – Dashers (delivery drivers), Restaurants, and Users. Understanding the needs of each group helps DoorDash tailor its marketing and services to meet their specific requirements.
2. Finding Market Gaps: It identified opportunities by delivering to suburbs rather than just cities and also provided valuable information to restaurants about customer preferences.
3. Emphasis on Quality: prioritized the quality of delivery ensuring high ratings for both partner restaurants and Dashers targeted to provide users with a positive and reliable experience.
4. Unique Value Proposition (UVP): It sets itself apart by highlighting quality in a market where others focus on speed or price. This difference was supported by high-rated restaurants and Dashers.
5. Continuous Technological Improvement: The brand invests in technology to enhance user experience, including a user-friendly mobile app with features like order suggestions, live tracking, and scheduling deliveries, meeting changing consumer expectations in the digital age.
6. Customer-Centric Approach: It places a strong weight on customer satisfaction, with a strong support system, including a dedicated Twitter account and 24/7 website support, quickly addressing customer issues to build a positive reputation.
7. Adapting to World Events: During COVID-19, the brand prioritized safety by offering contact-free deliveries, providing safety supplies to Dashers, and supporting local restaurants by giving up commission fees temporarily.
8. Partnerships and Collaborations: They formed strategic partnerships with major brands like Walmart and local businesses to enter new markets such as grocery delivery, contributing to growth and change.
9. Promotional Strategies: It engages in traditional advertising and partners with restaurants to create attractive deals and promotions, as seen in collaborations like “Get a Big Mac for 1 cent, Only on DoorDash” with McDonald’s.
10. User Loyalty Programs: It offers the DashPass subscription, providing benefits like $0 delivery fees on orders over $12 for a monthly fee, encouraging repeat business and customer retention.

Latest Marketing Campaign:

“A Neighborhood of Good in Every Order” is DoorDash’s latest campaign, showcasing the positive impact of every order on local communities. Beyond fulfilling immediate needs, each order supports local businesses, pays Dashers, and contributes to the overall well-being of neighborhoods. Through TV, digital, social media, in-app, and outdoor ads, which reframes ordinary orders as vital contributors to the collective good. This initiative reflects its ongoing commitment to empower and uplift local economies, celebrating the diverse communities they serve.

Market Dynamics of DoorDash:

As of January 2024, DoorDash is valued at $43.10 billion, ranking as the 426th most valuable company globally. Holding a strong 66 percent of the market share, it leads the online food delivery market in the United States. Also, their app boasts a strong rating of 4.6 out of 5 stars.

Controversies:

It has been the target of various legal challenges as well as criticism. One major problem that raises questions about transparency is the unsupported practice of withholding tips from delivery drivers. Additionally, the business is charged with antitrust price manipulation, which could reduce competition in the food delivery industry. Due to its unapproved restaurant listing, the company has drawn criticism and faced struggles with restaurant owners. Also, there is controversy surrounding the misclassification of workers as independent contractors rather than employees, which affects labor rights. DoorDash faces difficulties in responding to public concerns and resolving legal issues in the economic environment as a result of these controversies.

Future of the Food Delivery Industry:

Eco-friendly and beneficial delivery services are the focus of the future of food delivery. Personalized experiences will be provided by cutting-edge technologies like AI and AR. Sustainability will be highlighted, with a focus on environmentally friendly behavior. Forming partnerships will increase the variety of food choices that are open to you. It combines technology, sustainability, and effective satisfying of your appetite! 

Drones and self-driving cars of the future will expedite deliveries and cut down on wait times. AI will personalize recommendations according to your preferences, making each order more enjoyable. Menu exploration through virtual reality could be made possible. Sustainable packaging and local sourcing will be the main focus of these initiatives. New and distinctive options will be introduced through partnerships with regional farmers and artisans. It is thought that food delivery in the future will be quick, environmentally friendly, and customized just like your preference.

Conclusion:

It has transformed how we experience dining, providing a lifeline for local restaurants and leading the online food delivery market. Through strategic marketing and technological advancements, it has become a major player, adapting to challenges like the COVID-19 pandemic. The company’s commitment to community impact is evident in its latest campaign.

Despite its success, it faces controversies related to transparency, worker classification, and antitrust concerns. Looking to the future, the food delivery industry aims for sustainability and technological innovation, with DoorDash controlled to play a significant role. Expect a future marked by quick, eco-friendly, and personalized food delivery experiences.

Speaking of pharma giants, Johnson & Johnson comes into the mind without any second thought. A brand so enormous, that it’s impossible to miss it. From skin-care products, consumer products, medical devices, prescription pharmaceuticals, and hair-care products, they have it all. Headquartered in New Jersey, Johnson & Johnson was founded by three brothers in 1886. Robert Johnson, James Johnson, and Edward Johnson. They started by selling ready-to-use sterile surgical dressings. The common stock of the component is the component of the Dow Jones Industrial Average, and the company is ranked at number 40 on the 2023 Fortune 500 companies list of the United States Corporations. 

In 2023, the company split off its consumer healthcare business sector into a new publicly traded company called as Kenvue. It is exclusively focused on developing and producing pharmaceutical prescription drugs and medical device technologies. Johnson & Johnson is the world’s most valuable company and has a prime credit rating of AAA. 

The company has a long history of innovation and product diversification designed to improve human health and well-being. Via mergers, acquisitions, and the formation of new companies, Johnson & Johnson has become the world’s largest healthcare company. At present, the company employs approximately 1,19,000 people in more than 57 countries. It sells products in more than 175 countries and serves the pharmaceutical, consumer, and medical devices and diagnostics market. The focus is research-based and to build technology-driven products.  

Start Thinking About Purchasing J&J’s Stocks! Here’s Why:

Johnson & Johnson has reported more than two decades of double-digit revenue earnings. The returns provided by the company to its shareholders are impeccable. Over the past 5 years, the returns for shareholders have averaged almost 30%. The CAGR of the company over 10 years shows the shareholder returns exceeding other indices. Some reasons for shareholders to be satisfied are:

• Johnson & Johnson has issued dividends to shareholders every quarter since 1944. 
• Sales figures have been on a constant rise for 75 years.
• Dividends have been on the rise for 46 consecutive years.
• The company was ranked in the 36^th position on the 2007 Fortune 500 companies list. 
• The investment returns for shareholders have averaged more than 17% over the past 20 years. 

Marketing Strategy of J&J:

Johnson & Johnson is one of the best multinational corporations that operates in various sectors like healthcare, pharmaceutical, consumer goods, and more. The company’s products treat a wide range of conditions like cancer, cardiovascular disease, and infectious diseases. It leads the medical device industry too. In the context of global marketing strategy, the company has kept up with the times and has established a strong network for distribution purposes. 

Let’s go through some marketing strategies of J&J:

1. Branding and trust building:

A strong brand that shows continuous growth is bound to make it big. Despite the fierce competition in the market, Johnson & Johnson has been successful in raising the bar constantly. Consumers love relatability and emotional connection when they see a commercial. The “Band-Aid Brand” campaign did just that. The company prioritizes authenticity to the fullest. Any type of customer issues are addressed immediately which depicts accountability and integrity. 

2. Innovation and Research:

Johnson & Johnson holds high regard for research and innovation as part of its marketing strategy. It invests heavily in R&D to develop products that solve consumers’ issues daily. E.g. the Ebola vaccine. It was developed rapidly in a short period in response to the 2014-2016 West African epidemic. The company conducts regular clinical trials and evidence-based marketing to support the potency of its products. The company acknowledges the fact that ideas can be generated from anywhere and everywhere. Hence, they encourage external contributions via crowdsourcing platforms like InnoCentive and JLabs. Intellectual Property Rights are significantly regarded as for securing patents, trademarks, and copyrights. 

3. Multi-channel marketing:

Multi-channel marketing is an inclusive approach that makes use of multiple communication platforms and points of contact. The brand’s omnipresence on digital mediums like social media, online channels, search engines, and e-commerce websites makes the brand reach a humongous number of people. The engagement rates and visibility of diverse audiences are immense. 

4. Partnerships and Collaborations: 

Research collaborations with academic institutions, research organizations, and non-profit firms come together with Johnson & Johnson to conduct in-depth research and scrutiny to develop innovative solutions to face medical challenges. Alliances with distributors, wholesalers, and retail chains around the globe prove significant in capturing the attention of a global audience. These partnerships provide mutual benefits to leverage their respective strengths and networks. 

Competitors: 

1. Pfizer 

• Product type: Pharmaceutical and medical equipment
• Industry: Healthcare
• Revenue: $12.734B (June 30, 2023)
• Market Cap: $191.62B (September 11, 2023).

Pfizer is one of the largest pharmaceutical and research-based companies. It manufactures vaccines and medicines for many areas of medicine including oncology, cardiology, immunology, diabetology, and many more. To manage its commercial operations the company gets help from its two business segments, namely, Pfizer Innovative Health, and Pfizer Essential Health. The company has an excellent R&D wing that comes up with excellent and innovative products. 

2. Novartis

• Product Type: Pharmaceutical and medical equipment
• Industry: Healthcare
• Revenue: $13.936B (June 30, 2023)
• Market Cap: $210.35B (September 12, 2023)

Novartis is a Swiss pharmaceutical company headquartered in Basel, Switzerland. It is considered as one of the largest in the pharmacy sector by sales and market capitalization. It produces medicines for respiratory and infectious diseases, neuroscience, dermatology, urinary issues, visual issues, and animal health problems. The main focus of Novartis is to research, develop, and promote thoughtful products related to medicine that will help to cure the suffering of people and help them lead a better quality of life. 

3. Bayer

• Product Type: Pharmaceutical and medical equipment
• Industry: Healthcare
• Revenue: $15,445B (March 31, 2023)
• Market Cap: $54.19B (September 2023)

A life science, and pharmaceutical company, based in Germany, Bayer, is headquartered in Germany. It is a multinational company with its core skills in the life science fields of agriculture and healthcare. The organization’s main business idea includes veterinary, human medicines, agriculture chemicals, and biotechnology products. The organization’s main strength lies in the products related to pediatric vitamins and dietary supplements which have a total share of 25%. 

4. Merck

• Product Type: Pharmaceutical and medical equipment
• Industry: Healthcare
• Revenue: $15.035B (June 30, 2023)
• Market Cap: $275.57B (September 12, 2023).  

One of the largest pharmaceutical companies in the world, Merck is headquartered in the United States. It was founded in the year 1891; it is a global healthcare company. The company provides various health solutions through its vaccines, medicines, and animal health products. The Animal Health segment produces and sells animal health products, including vaccines. They are sold to animal producers, veterinarians, and distributors. The Company’s Healthcare Services offer services and solutions that will focus on engagement, health analytics, and clinical services. 

5. Roche

• Product Type: Pharmaceutical and medical equipment
• Industry: Healthcare
• Revenue: $69.608B (2022)
• Market Cap: $231.58 Billion (September 2023) 

The Swiss healthcare company, Roche operates worldwide under two divisions i.e. Diagnostics and Pharmaceuticals. Roche is one of the pioneers to commence targeted treatments for patients. With its strength in pharmaceuticals and diagnostics, the company is prepared well to promote customized healthcare. Two-thirds of the diagnostics projects are based on their research and development. The company boasts of producing a variety of antiretroviral drugs and HIV tests. 

Competitive Advantage:

1. Heavy investments in research and development:

Johnson & Johnson spends a huge amount on research and development which is a key factor. To develop new products and technologies, that improve the patient results and to meet unmet medical needs the amount of investment becomes mandatory. The investments are focused on therapeutic areas like oncology, neuroscience, infectious diseases, and immunology. 

2. Thorough Global Reach:

With operations in over 60 countries, Johnson & Johnson has a global reach. This presence allows the company to access a diverse range of resources and markets. It diminishes the dependence on a single region. The extensive reach helps the company to target a diverse audience, unlike its competitors, who have targets region-wise. 

3. Excellent Supply Chain Management:

The heavy investments in technology and processes improve the efficiency of the supply chain. Johnson & Johnson’s competitive advantage also accommodates its effective supply chain. It allows the company to manage costs and respond quickly to the market demand. It is an important factor for fields like healthcare, where speed and availability are quite vital.

4. Innovative Culture:

The company has a legacy of innovation with many groundbreaking products and technologies that have transformed the healthcare sector. The innovation culture is backed by collaborations and partnerships, academic institutions, research organizations, and other companies. By adhering to an innovative culture, Johnson & Johnson can continue to bring new products and technologies to the market that address the unmet medical needs of the people. 

Weaknesses of J&J:

1. Litigation risks:

The company faces potential litigation risks from various government investigations that can result in high costs and damage its reputation. As the litigations go on for a prolonged period, the news spreads globally, directly affecting the consumption of the products and resulting in low sales volumes. 

2. Product recalls:

The company has often faced recalls which has impacted its reputation and financial performance. Handling the product recalls is a daunting task for the customers, as they don’t get to use the product and have to return it. It becomes a hassle for them. 

3. Slow growth in some segments:

The pharmaceuticals segment has seen sluggish growth in recent years due to increased competition and pricing pressure. It has impacted the company’s overall growth in terms of sales figures. 

4. Currency risks:

Johnson & Johnson has its operations in various countries and is exposed to currency risks that can impact its financial performance. The exchange rates may shift from one number to a different number abruptly. So it is risky for the company to carry out smooth business in all the functioning areas.  

5. Patent expirations:

Some of the important products of the company suffer from expired patents that have led to increased competition and pricing pressure. 

Conclusion:

Johnson & Johnson is a brand that has a legacy of its own. Sustainability and continuous efforts towards research and innovation are a culture nurtured at all times. The company knows its priorities straight and remains stuck to them no matter what. The company’s commitment to consumer safety is impeccable. Crisis communication is also an element to learn from the brand. Sustained trust and resilience is what it is known for.  

(Source-TechCrunch)

If I want to watch a particular video, I’ll go to YouTube. Undoubtedly, it is the biggest and the most popular video platform that has shaped the way we consume online content. Having about 2.1 billion users worldwide, it is a daily source of entertainment for many users and a source of income for content creators. However, while watching videos on it, have you ever thought about its journey, transformations, etc.? If not, then think about it now and read our article that speaks everything you need to know about YouTube. Enjoy reading!

“Me at the Zoo”

Though the first-ever video was uploaded on YouTube in April 2005, “Me at the Zero”, its journey began three months back with Chad Hurley, Steve Chen, and Jawed Karim. They wished to create a simple landscape for users that can reach up to the global level, as before YouTube there was no viable video-sharing platform. One of its three founders, Jawed Karim created a video of 18 seconds, shot in the San Diego Zoo, named “Me at the Zoo” and received 240 million views. Five months later, an advertisement from Nike was uploaded which depicted Brazilian soccer star Ronaldinho collecting his Golden Boots. The advertisement resulted in the potential growth of both YouTube and Nike. 

The Growth Phase

In the era of immediacy and hyper-connectivity, technology is shifting almost every aspect of our daily lives. From beauty tutorials to vlogging it has revolutionized social media. Let’s explore its growth phase:  

• February 2005: Trademark, Logo, and Domain were registered 
• October 2006: Google bought this fast-expanding video-sharing for $1.65 billion
• May 2007: Partner Program was launched through which a few content creators earned six-figure salaries via YouTube
• April 2011: YouTube Live started to broadcast concerts, royal weddings, news, and the Olympic
• September 2016: Google initiated YouTube Go due to which users can download videos
• May 2018: YouTube Music subscription service started
• September 2019: Introducing AI-powered ads for better outcomes and user engagement 
• January 2022: YouTube became the second-most popular social network globally 

Ads and Subscription-based Business Model 

Adwords/Adsense: As you might know Google’s most of its revenue comes from its proprietary advertising services, Google Adwords. Advertisers earn money whenever users click on the advertisement. Creators pay Google for running their ads through Adwords and most of them include insurance, home loans, products, and services. 

YouTube Premium: To make the end-user experience more engaging and ad-free, YouTube Premium started. The company shares part of the premium with the creators through a monthly membership fee. Moreover, creators get money if you watch their content repeatedly. Today, YouTube Premium Lite is becoming popular in the European regions because of its monthly affordable subscription plans. 

Channel membership: It is a paid monthly subscription for a particular channel. To support their favorite creators, and get access to extra benefits, and exclusive content, subscribers pay a monthly fee. They receive extra benefits like live streams, live chats, badges, and custom emojis. Prices vary by country and creators, it takes a 30% share of membership profits of channels. 

YouTube TV: In the United States it is a TV streaming service that allows paid subscribers to watch live TV from 100+ cables, broadcasts, regional sports networks, etc. Within five years of its launch, the paid subscribers have surpassed 5 million users. 

Components of a Successful Video

YouTube creates a great opportunity for marketing your products and services. To improve performance, driving more traffic to your site and more revenue for your business, apply these best practices in your video creation process.

These tried and tested YouTube video elements will surely contribute to your video marketing success!

Try these strategies to make your video viral: 

Why Does YouTube Matter more than any other social media platform? 

On a lazy Sunday afternoon, there are hundreds of chances where you have spent lots of your time watching videos on YouTube. So why does it matter to you more than any other social media platform? 

Design Idea: Use Circles for the Following points

• 500 hours of videos are uploaded every minute.
• In 2021, 81% of Americans used this platform.
• 59% of executives prefer watching videos to reading text.
• It is localized in more than 100 countries and is available in 80 languages. 

This video platform holds a unique and extraordinary position in the realm of social media. Being the first video-centric platform, it allows you to engross in storytelling and gives a multisensory experience as compared to text and image alone. It promotes long-form videos due to which creators can delve in-depth into complex and controversial topics transcend geographical boundaries and conquer language barriers. 

How can a Channel Earn from other than YouTube Partnership Programs or Adsense?

It has multiple ways of earning though your channels get rejected in its partnership program due to noncompliance with conditions. You can also promote the product via your videos on the channel. Refer to these points to know in detail: 

Sponsored videos: Sponsor the paid videos to promote any particular product or service. Various brands and organizations reach up to channels that have huge subscriber base and makes a video that can promote their sales. 

Embedded advertisements: There are embedded videos that show In-stream and In-video overlay ads with more active advertising agreements. Through this video can be streamed directly and your channels get paid for it. 

Affiliate Advertisement: Creators can take advantage of affiliate marketing ads offered by brands with one-time or even recurring commissions on sales. For example, if a creator decides to promote an editing tool like Canva, then they can first create an affiliate account with them. After that, they will get an affiliate link with tracking parameters that need to be placed in your video or channel text description. Conversion through clicks on the link will earn you affiliate income.

Challenges: Copyright, Controversies, and Algorithmic Evolution

YouTube’s journey to success was not without challenges. Copyright infringement issues, controversies surrounding content moderation, and concerns about brand safety presented formidable hurdles. The platform responded by refining its policies, implementing advanced content moderation tools, and collaborating with creators to strike a balance between freedom of expression and responsible content governance.

The evolution of its algorithms also played a pivotal role in its success. The recommendation algorithm, in particular, not only became a double-edged sword, driving engagement by suggesting personalized content but also facing scrutiny for contributing to echo chambers and the spread of misinformation. It has fine-tuned its algorithms, aiming to enhance user experience while addressing concerns related to content discoverability and platform accountability. 

Major video trends on YouTube for 2024: 

1. Mental Health and Well-being: Various YouTubers are creating stories around mental well-being and sharing their own experiences. There is a deep emphasis on a healthy lifestyle that leads to mental peace which includes meditation, journaling, etc. Moreover, the audience is responding well to these videos as this video platform has remained the platform for entertainment and maintains a positive mindset. 
2. AI-Enhanced Video Editing: AI-powered video editing tools are simplifying the content-making process and allowing creators to upload high-quality videos. Moreover, people are using AI to create music and soundtracks for videos. 

3. Crypto and Blockchain Content: There is a huge content trend regarding crypto and blockchain technology. You will find educational content and tips to earn money through NFTs, and teaching about crypto laws. Such investment-oriented videos are gaining prominence on online platforms. 
4. Celebrity Collaborations: Everyone is curious about the lives of celebrities and they are considered role models for yachts. Videos that consist of collaborations between YouTube creators and traditional celebrities are becoming more common, bridging the gap between online and offline entertainment.
5. Sustainability and Eco-Friendly Content: To save the environment and prevent natural disasters, many countries are making efforts at the international level. Therefore, the content focusing on eco-friendly products, climate change events, and sustainable behavior is contributing to raising awareness. Such creators are contributing to building a sensation towards the social responsibility of every citizen. 
6. Short-form videos: Attention span is decreasing day by day among users, hence short videos are going viral and it has become challenging for every creator to upload valuable content in minimum time. Such videos can capture the attention of users quickly. 

“Because you are worth it”, how simple and catchy to know that your existence has been admired by some brand! L’Oreal is dedicated to empowering every woman in society and providing solutions to anti-aging, skin issues, hairfall problems, etc. With the change of the seasons and generations, beauty standards keep evolving and every brand needs to cope with the customer requirements. L’Oreal has captured the essence of elegance and innovation in the industry and become a global giant. In this article, we embark you on the journey of an international brand to understand its various marketing strategies, and the challenges it faced and know how they contributed to its success. From humble beginnings to becoming a powerhouse in cosmetics, L’Oreal’s story is one of resilience, challenges, and strategic brilliance.

Humble Beginning 

L’Oreal, an international beauty brand ruling the cosmetics industry is inventing new standards for female customers worldwide. It gives access to the best cosmetic products in quality, efficiency, and safety. Established in 1909, L’Oreal has become a leading brand with 68,000 employees working in 130 countries and earning revenue of €20.3 billion. It uses traditional recruitment tools to find the best talent in the market and reshapes the leadership qualities through them. In areas like logistics and finance, the brand faced a challenging situation in recruiting, senior, early-career professionals, and experts. Usually, many companies target the population looking for a job, however, L’Oreal focused on passive candidates and created its brand value in the market. To attract the best talent and build its employer brand for future candidates applicant, the company developed its online presence. 

For better and faster recruitment the company used the LinkedIn platform and reached up to potential candidates. It started increasing its visibility through social ads which include offsite campaigning, link ads, and carousel ads. Moreover, the company implemented its marketing strategy on social media platforms like Instagram and Facebook. It took advantage of Christmas and New Year occasions and showed how the right marketing at the right time can be reflected in increasing its revenue in the last quarter of the corporate companies. By placing targeted ads, L’Oreal was able to generate clicks and sales at the same time which proves that its timing to run ads was accurate. 

L’Oreal’s Social Media Marketing Strategy is focused upon : 

1. Improving Customer Experience Management

According to Marc Duquesnoy, Social Media Performance Director, L’Oreal, “We had 120 tools to manage social networks and we did some streamlining to migrate to Sprinklr in every country by involving 3,000 users with 35 brands in 75 countries. Sprinklr is the foundation of our social media strategy. It is our backbone.”

Every single customer-facing department was targeted and community managers were trained to strengthen their roles. Moreover, its social media marketing strategy increased its autonomy and responsibilities. 

2. A model based on listening and engaging

The ‘Listen-to-engage’ campaign was run by L’Oreal’s digital team to understand customer expectations and better serve them. The model consists of the following things: 

1. Monitor brand reputation and collect insights from customers to track the product marketing. Catering to this, it is important to listen to all social media channels, blogs, news, etc.
2. Publishing the content on the social media accounts of the brand and building engagement with customers. Community managers find Sprinkler’s social listening capabilities interesting to trace the interesting conversations and react to them in a personalized way. 
3. Detecting influencers to deploy a brand ambassador program.
4. Customer care across social channels

Being the only cosmetics company to earn more than one brand franchisee, L’Oreal is a France-based global cosmetics company. With a market share of 16.8 percent, it has remained the global brand across the industry. 

Focus areas: 

1. Skin Care
2. Hair Care and Colour
3. Fragrance 
4. Colour Cosmetics

Road to Success in Cosmetics 

L’Oreal started an extraordinary and legendary advertisement for hair color, “Because, you are worth it”. The advertisement was diversified into a wide range of beauty products across the USA, South Asia, the Far East, Russia, etc. The company started expanding globally by introducing Maybelline in the USA, whose tagline was, “Maybe she’s borne with it.” The brand was popular for various lipstick products and nail polishes in the USA. By adding the tagline “Urban American Chic”, the company promoted its products. L’Oreal acquired Maybelline in 1996 when the brand lost its focus and equity. It was extended to the Japanese market and captured nearly 56% of the market outside the USA. By acquiring different brands, it is collaborating with the national culture and diversifying its portfolio which is part of its long-term growth strategy. With the help of research centers in New York and Paris, L’Oreal attained 493 patents registered in the name of the company in 2001. 

Challenges and Solutions 

Before becoming a global brand, L’Oreal faced severe challenges in its journey that proliferated its presence at the international level. Keeping different brands in one basket was one of the biggest issues the company faced in its early years. However, the company built its strategy to deal with it and constructed good brand management. Hitting the right target audience at the right time with the right product is the solution that the company came up with. Celebrities from different cultures were hired for advertisement and promotion. Furthermore, the company has an efficient R & D department on which the company spends at least 3% of its revenue every year. 

Middle-aged and working women are the main target audience of the company and established educational centers to create awareness about its products in various countries and conducted various programs regarding hairdressers. By providing a wide range of products, the company opted for the complete makeover. L’Oreal has established long-term positioning within the minds of teen-age girls and working women. Due to its science-based products, it is the only company that is known as a scientific beauty company. L’Oreal’s strategic acquisitions have helped the company to catch a market cap of nearly $227 billion, with annual sales of $38 billion.

Customer Experience Management 

L’Oreal Paris gave access to deep customer experience management based on their unique journey, regardless of the device they use. However, mobile devices lack responsive design and their complicated time-consuming management activities could be problematic. It is been claimed that customers using L’Oreal products for a long are diagnosed with cancer including hair and skin problems. CO2 emissions during its manufacturing have raised issues over the sustainability of the brand. Its efforts have been drawn out in its ‘For the Future’ program, launched in 2020 to address specific objectives, such as reducing all GHG emissions by 50 percent per product by 2030.

For more than 100 years, customers have believed in the products of the L’Oreal Group. It is fulfilling the requirements of customers for performance and quality and is committed to giving the best cosmetics products. Quality is a global commitment upheld by the entire company and all of the Group’s brands worldwide. The company guarantees packaging quality and safety with the help of its packaging and development teams. The packaging of the product is designed and approved through formula design, and the company checks its stability, compatibility, and dispensing system. 

Lessons of Worth

For many decades, L’Oreal has emphasized its mission to increase its self-worth. It has dedicated its “Lessons of Worth” dedicated of the self-esteem of every woman and gives voice to celebrities from various cultures and their opinions about the beauty standards of women. Whether it is lipstick that empowers you to be the best version of yourself or a nourishing act of self-care to boost your confidence, L’Oreal is there to encourage every woman. With the help of the ‘Lessons of Worth’ campaign, the company asked every woman to embrace their character. It included various celebrities like Kate Winslet, Helen Mirren, Camila Cabello, Jane Fonda, etc. 

From making shampoos and serums to lipsticks, L’Oreal has made a long journey, and if you are willing to build your own brand in the future, here are some lessons you should learn from it: 

1. Create Opportunities 

To establish your brand, rather than waiting for the best opportunity, it is always recommended to create your opportunity. Through L’Oréal Women of Color Think Tank, the company made connections with women of all ethnicities and celebrate diversity. The initiative gave a competitive edge to the company and raised its authenticity among the customers. The company took models of natural hair to promote the brand. 

2. Be brave to make out-of-the-box decisions 

As you know the beauty industry is growing continuously, it is important to be brave enough to come up with next-generation life-changing decisions. When your target customers are mainly women, it is important to break the stereotypes and make them feel empowered through your brand. That’s how you create truly disruptive, superior, and addictive beauty experiences for your consumers.

3. Being hungry and ambitious 

At L’Oreal, employees are asked to stay creative and encouraged to be curious all the time to oppose the status quo and be never satisfied. The company has developed various serums, lotions, cleansers, creams, and face masks to deal with anti-aging and enhance brightening, shine control, hydration, etc.   

(Source-retaildetail)

We all dream of owning those popular luxury items, especially from the fashion capitals like Milan, New York, and Paris, where the most reputed fashion brands come from. Every brand has an inspirational story. Have you ever thought about the story behind these brands? The stories of their origin, the cities they came from? 

When we talk about luxury, heritage, craftsmanship, and stylishness in ultra-luxury leather and silk products, there’s one name that easily comes to our mind – Hermes. In this article, we will get to know the story of this unique luxury brand.

Let’s go through the deep story of the brand, from selling Haut à Courroies (saddle bags) to Hermès Birkin. In short, let’s discuss the origin, history, marketing strategies, and market presence of the brand.

History of Hermes: 

Challenges Faced By Hermes:

1. Continuous takeover interest from LVMH: The brand has faced persistent takeover interest from rival LVMH, which quietly acquired a 17% stake between 2002 and 2010. This led to a legal dispute, resulting in LVMH selling down its stake. The brand defends its independence through a private holding company with the first right of rejection for family share sales, preventing LVMH takeover. In 2011, over 50 Hermès successors formed a co-operative named H51, holding 50.2% of shares and assuring not to sell it for two decades. Two family members outside the cooperative also resisted LVMH, ensuring that the brand operates independently.

2. Succeeding in China: The brand is taking a careful and creative approach to enter into China’s luxury market. Despite being in China since 1997, they have opened only one store each year since 2015. They plan to make each store a special experience, highlighting craftsmanship and connecting with China’s traditions. This is different from the developing shopping culture in Asia. In 2012, they also launched Shang Xia, a Chinese luxury brand that focuses on Chinese craftsmanship. The company keeps its brand exclusive by avoiding flashy displays, logos, and celebrity advertisements that are suitable with the government’s restriction on excessive displays of wealth. However, whether this strategy works depends on how Chinese consumers view luxury Products.

3. Strengthening the Hermes brand equity beyond leather and silk: The brand is known for its luxury leather and silk products and is working on strengthening its brand in other categories. For example, its watchmaking division, La Montre Hermès, has a 90-year history but only contributed 3% to the brand’s total revenue in 2019. The newly appointed CEO sees potential for qualitative growth but admits it will be a slow journey to establish the watchmaking division. Similarly, other categories like perfumes and jewelry are growing in sales, but they haven’t reached the success levels of the leather and saddlery products division. They aim to build stronger brand equity beyond its traditional strengths in leather and silk.

Top 5 Competitors of Hermes:

1. Chanel: It is a private company owned by the Wertheimer family and the headquarters of the company is located in London. The brand specializes in women’s ready-to-wear clothes, luxury products, and other accessories.

2. Christian Dior: The brand was established in 1946 and controlled and chaired by French businessman Bernard Arnault, The brand is famous for perfumes and cosmetics, watches and jewellery, and fashion and leather goods. 

3. Burberry: The brand was established in 1856 by Thomas Burberry, and the headquarters of the brand is located in London. The brand designs and distributes ready-to-wear garments including trench coats, leather accessories, and footwear. 

4. Ralph Lauren.: The brand was established by Ralph Lauren an American fashion designer in 1967 and the headquarters of the company is located in New York. The company produces products ranging from the mid-range to the luxury segments.

5. Prada: It is a luxury Fashion brand established in 1913 in Milan by Mario Prada. It is famous for its leather handbags, travel accessories, shoes, ready-to-wear garments, and other accessories 

Marketing strategies of Hermes: 

1. Preserve the brand identity as a luxury brand while adapting to market trends and customer’s needs.

2. Various marketing strategies like branding with its classic luxurious products, advertisements, campaigns, and collaborations.

3. The brand targets high-net-worth individuals who appreciate the quality of luxury goods

4. The brand used social media to show its products, stores, and collaborations.

5. The brand has also collaborated with Apple to create a limited edition Apple watch for their customers.

6. The brand’s exclusive products help to maintain the brand’s position as a symbol of luxury.

Well-known marketing campaigns of Hermes:

Market Value of Hermes: As of January 2024, the brand holds a market capitalization of $211.87 billion, ranking as the 49th most valuable company globally. In 2022, it made a worldwide total revenue of approximately 11.6 billion euros and a growth of over 20% compared to the previous year.

FAQs:

1. What is the Hermes brand best known for? 

Ans: The brand is famous for its exclusive handbags.

2. What is the price of a Kelly bag?

Ans: The Iconic Kelly bag comes in various sizes whereas Kelly 20cm would cost around $8,250.

3. What are the most popular Hermes bags in 2023?

Ans: Hermès Birkin 30 en Desordre was the most popular bag in 2023.

4. What is the cheapest Hermes-Paris bag type?

Ans: Aline Bag is the cheapest item worth $1,925.

5. Are Hermes-Paris bags an investment? 

Ans:  It is the best option if you are looking for the highest ROI on luxury goods. 

The huge bodies of water reflected the Metroid shower passing by. The eruptions resembled fancy fountains with red glitterous lava flowing into the sea. It seems like a party of chaos but the most beautiful one. As if nature was creating itself, forming mountains and sea, under the light of the newly formed moon. One more thing was created in this ceremony of chaos when the carbon atoms collided with each other in extreme conditions. As the pressure was about 50,000 times the pressure at the surface and the temperature exceeded 1600°C, the carbon atoms bonded with 4 others, and diamonds were formed.

All of this, for a man (Charles Lewis Tiffany, 1812–1902) to put that diamond on a ring billions of years later and establish Tiffany & Co.—“the store of his dream.” He not only sold jewelry but gave the world something to dream about. He was selling a dream that would change the face of luxury and jewelry forever. This article is the breakdown of this very dream and the company sells it. 

Time Line of Tiffany & Co.

• 1830s and 40s – Founded in 1838 by Charles Lewis Tiffany (1812–1902) and his partner, J. B Young, as Tiffany & Young, a “fancy goods” store on Broadway in New York. Charles Lewis Tiffany introduced the iconic blue color in the 1840s.

• 1853 – Charles Lewis Tiffany took sole control, renaming it Tiffany & Co.

• 1870s – Moved to a grand store in Union Square in 1870. Became a hub for New York’s elite, known for Japonesque-style silverware and diamond jewelry.

• 1878 – Purchased the Tiffany diamond, a massive 128.54-carat canary yellow stone.

• 1880s – Introduced the Tiffany setting in 1886. Won awards for designs at international exhibitions.

• 1900s – Louis Comfort Tiffany became the first design director in 1902.

• 1920s & 30s – Flourished through the Art Deco era and embraced the 30s Retro or cocktail style.

• 1950s – Introduced designer-jeweler Jean Schlumberger in 1956.

• 1970s & 80s – Designers Elsa Peretti (1974) and Paloma Picasso (1980) joined.

• 2000 – The Tiffany & Co. Foundation was established, committing to environmental support.

• 2015 – Committed to net-zero greenhouse gas emissions by 2050.

• 2020 – Launched the Diamond Craft Journey, revealing the countries of origin for diamonds.

• 2023 – Unveiled the Landmark at 57th Street and Fifth Avenue, featuring 10 floors of stunning creations and custom works.

 Products and Legacy:

The Diamond King

Charles Lewis Tiffany, a visionary entrepreneur driven by a profound passion for acquiring the most exceptional and rare gemstones, laid the foundation for luxury as we recognize it today. In 1837, he inaugurated Tiffany & Co. in New York City as a purveyor of fancy goods and stationery. Mr. Tiffany’s ground-breaking acquisition of jewels from French aristocrats during the 1840s marked a pivotal moment. He introduced major gemstones to the United States for the first time. This move reached widespread attention, and the press awarded Tiffany the illustrious title of “The Diamond Kings,” a distinction the House proudly upholds to this day.

Market Analysis: 

(Source: https://www.statista.com/)

Tiffany & Co. has consistently demonstrated robust brand value on the global stage, with a noteworthy trajectory from 2010 to 2023. In 2023, the iconic brand reached a staggering brand valuation of around seven billion U.S. dollars, showcasing a remarkable surge of nearly 500 million dollars from the preceding year. This significant increase underscores the enduring appeal of Tiffany & Co. along with its ability to elevate brand value in a competitive market.  

Let’s break down the factors that resulted in the exponential growth of this brand. 

• Consistent Financial Performance: The brand’s financial strength is evident in the nearly 500 million dollar surge in brand value compared to the previous year, highlighting its ability to navigate and excel in the market.

• Enduring Appeal: Tiffany & Co.’s enduring appeal lies in its legacy of luxury, exceptional craftsmanship, and timeless elegance, making it a preferred choice for consumers seeking prestige and quality.

• Competitive Market: Operating in a competitive market it has not only maintained its market position but has also enhanced its standing, reflecting its strategic market approach.

• Global Recognition: The brand’s global recognition is reflected in its substantial brand value, signifying that it has successfully positioned itself as a symbol of luxury on a worldwide scale.

• Consumer Resonance: The consistent growth in brand value suggests that Tiffany & Co. continues to resonate with consumers, leveraging its heritage and distinctive offerings to maintain a strong market presence.

• Adaptability: the brand’s ability to adapt to evolving market dynamics is evident in its financial performance, indicating a brand that stays attuned to consumer preferences and market trends.

• Strategic Initiatives: The brand’s strategic initiatives, possibly in areas such as marketing, product innovation, or market expansion, have likely contributed to its impressive brand value growth.

This comprehensive market analysis illuminates Tiffany & Co.’s prowess in navigating the market, solidifying its status as a global leader in the luxury segment.

Tiffany & Co. Net Sales worldwide by region – 2013 to 2019

(Source: https://www.statista.com/)

Tiffany and Co.’s market strategies from 2013 to 2019 reflect a concerted effort to capture global luxury markets evidenced by the geographical breakdown of net sales. Throughout this period, the company strategically diversified its operations to cater to various regions. The Americas emerged as a stronghold, contributing significantly to Tiffany’s overall net sales. With approximately 1.92 billion U.S. dollars in net sales in 2019, the Americas region proved pivotal to the brand’s financial success. This underscores Tiffany’s adept market positioning and targeted marketing efforts to resonate with consumers in the Americas. The brand likely implemented tailored strategies such as product differentiation, brand image cultivation, and effective pricing to appeal to the tastes of the luxury market. The data signifies Tiffany’s ability to capitalize on diverse markets, demonstrating a well-rounded global market strategy during this period.

Let’s dissect these strategies for a broad perspective

Marketing Strategies:

• Product Differentiation: Tiffany & Co. focused on creating unique and iconic jewelry pieces, emphasizing craftsmanship and design excellence. The brand’s commitment to quality and distinctiveness set its products apart in the competitive luxury market, attracting more consumers.

• Brand Image Cultivation: The brand strategically cultivated a strong and aspirational brand image. Tiffany’s iconic blue box and the legacy associated with its name were leveraged to convey a sense of prestige. This branding strategy contributed to customer loyalty and attracted new consumers aspiring to be part of the Tiffany experience.

• Strategic Marketing Campaigns: Tiffany & Co. likely invested significantly in strategic marketing campaigns to enhance brand visibility and desirability. Collaborations with renowned artists, celebrities, and influencers, as well as high-profile events and sponsorships, were likely key components of their marketing strategy to create a buzz.

• Global Expansion: The geographical breakdown of sales suggests a deliberate global expansion strategy. Tiffany and Co. strategically strengthened its presence in various markets worldwide, adapting its products and marketing to resonate with diverse cultures. This approach helped to tap into emerging markets while maintaining a strong foothold in established ones.

• Customer Engagement and Experience: Tiffany and Co. likely invested in providing exceptional in-store and online experiences. Personalized services, exclusive events, and a focus on customer satisfaction may have been integral to their strategy. As it aims to create a memorable and positive association with the brand.

• Adaptation to Market Trends: Tiffany & Co. would have closely monitored and adapted to evolving market trends. This adaptability could include responding to changes in consumer behavior, embracing e-commerce, and incorporating sustainable practices to align with the growing demand.

• Pricing Strategy: The brand likely employed a carefully calibrated pricing strategy, balancing exclusivity with market demand. Tiffany’s ability to position its products at a premium while maintaining perceived value would have been crucial in sustaining healthy profit margins.

These market strategies collectively reflect Tiffany and Co.’s comprehensive approach to global market dynamics. Ensuring sustained growth in the luxury jewelry sector from 2013 to 2019.

Conclusion 

Tiffany & Co. is not just a jewelry store, it’s a place filled with stories and a long history of discovering beautiful and rare gems. Thanks to Charles Lewis Tiffany’s passion, the brand became famous for introducing the world to unique gemstones. From the rich blue tanzanite to timeless favorite rubies and sapphires, Tiffany’s collection is known for its top-notch quality. 

The variety of gemstones, each with its own special rarity, makes Tiffany a unique destination for those who appreciate beauty and craftsmanship in jewelry. Through Metroid showers and Lava eruptions, breaking and forming of lands and seas, nature created diamonds. However, Tiffany & Co. made a dream out of it, a dream that clung to everyone with desire and temptations. A dream to someday possess something so perfect in our realm of imperfection. 

(Source-bobswatches)

Keeping time with elegance and precision, there exists a name that stands above all others—Rolex watches. These timepieces are not merely instruments, they are finely crafted chapters in the rich history of horology—a place of weaving a legacy of sophistication and innovation in between metal pieces. The mere utterance of “Rolex watches” creates an atmosphere of timeless luxury, where painstaking craftsmanship meets state-of-the-art technology.

From the iconic Oyster Perpetual to the illustrious Submariner, every Rolex creation is a living legend and a symbol of unwavering dedication to excellence. Such accuracy would have baffled Einstein himself in his theories of time and relativity. Let us unravel the mystique concealed behind the crown, where each tick of a Rolex watch resonates with the heartbeat of horological mastery.

The Beginning of a New Era

Founded by Hans Wilsdorf, rather than any “Hans Rolex” as any of us would have guessed, in the year 1905, in London. He aimed to make it short and simple, a name that was easy to pronounce in any language. Moreover, the term “Rolex” possessed onomatopoeic qualities, echoing a sound like the winding of a watch. It is practicality shone through, given that the name was compact enough to effortlessly grace the face of any watch.

Wilsdorf’s profound appreciation for precision timekeeping paved the way for the Rolex watches to surge in popularity in 1910. That pivotal year marked a historic milestone as Rolex became the inaugural wristwatch to bear the esteemed Swiss certificate of chronometric precision, bestowed by the official Watch Rating Centre in Switzerland. This certification proved transformative, sparking a notable uptick in sales.

• In 1914, Wilsdorf further solidified Rolex’s reputation by securing a “Class A” Precision Certificate from the Kew Observatory, typically reserved for marine chronometers. This recognition resonated particularly with British customers, who recognized the critical role of accurate timekeeping in the dominance of the British Empire at sea, both in warfare and commerce. This achievement set the stage for Rolex to establish itself as a provider of mechanical precision coveted by many. 

• The brand’s ascent to popularity reached new heights with the introduction of the first waterproof watch. Rolex’s commitment to innovation, coupled with its timeless design, launched it to the forefront of the luxury watch industry. Since its inception, Rolex has consistently delivered cutting-edge accuracy, solidifying its position as a pioneer in high-end timepieces.

Awareness and Association of Rolex Watches

• Brand awareness: As a premier luxury brand, Rolex enjoys widespread recognition among its potential customers. The brand establishes connections by sponsoring events and utilizing social media platforms to showcase the value of its wristwatches. The Rolex narrative extends beyond extreme exploits to encompass more commonplace sports competitions. These include the 24 Hours of Le Mans and noteworthy partnerships like being the official sponsor for the Women’s World Golf Rankings. This approach allows Rolex Watches to resonate with a diverse range of audience. 
• Brand association: For a brand like Rolex, it’s essential to engage in positive impact activities beyond being just a large manufacturing entity. Rolex consistently sponsors organizations like National Geographic to contribute to aqua and nature conservation, wildlife protection, and various environmental causes. This association extends to Rolex’s commitment to technological advancements, exemplified by innovations like waterproof cases and resistance features. This effort showcases the brand’s dedication to both environmental stewardship and ongoing technological improvements.

Market and Distribution Strategy

1. Marketing Strategy:

What sets this brand apart is the impeccable craftsmanship of its watches along with the ingenious marketing strategies. This combination together has propelled it to the pinnacle of global luxury.

• Compelling Stories: One of the key strategies lies in the brand’s ability to craft a compelling story. Rolex doesn’t just sell watches; it sells a lifestyle, an embodiment of success and achievement. Through carefully curated campaigns, Rolex aligns itself with icons of achievement, from explorers conquering the highest peaks. The brand’s association with excellence isn’t just implied, it’s boldly proclaimed through these captivating narratives.

• Partnerships and Sponsorships: By gracing the wrists of influential personalities, celebrities, and sports icons, Rolex embeds itself in the fabric of success. The brand strategically sponsors events that align with its values, from Formula 1 racing to Wimbledon. These associations are responsible for the enhancement of Rolex’s visibility.

• Exclusive Distribution: Rolex has also mastered the art of scarcity. By controlling the supply of its watches and releasing limited editions, the brand creates an aura of exclusivity. The scarcity principle fuels desirable Rolex watches into timepieces and coveted artifacts.

• Digitalizing: The brand’s social media presence is a gallery of aspirations, showcasing watches and the experiences they embody. From Instagram to YouTube, Rolex crafts a visual narrative that transcends the tangible, inviting enthusiasts into a world where time is not just measured but lived.

2. Distribution Strategy:

Distribution is pivotal for any product, and Rolex’s strategy distinguishes it from other watchmakers. A Rolex isn’t just a watch; it’s a rarity. With a limited number of exclusive stores globally, the brand crafts an air of exclusivity. Rolex predominantly distributes through its stores, e-commerce platforms, and select multi-brand outlets. Despite producing around 2000 watches daily, their scarcity amplifies desirability, making each Rolex a coveted emblem of distinction.

Overcoming Challenges for a Sustainable Future

Even brands like Rolex face challenges in the pursuit of perfection. Challenges to dethrone the king of watchmaking, challenges like a sudden change of leadership and decline in sales worldwide. Throughout its history, Rolex watches have encountered a series of challenges that have tested its mettle. 

• One notable hurdle has been the main issue of counterfeiting. The brand’s unparalleled reputation attracts counterfeiters seeking to replicate its allure. Rolex employs advanced security measures, unique serial numbers, and anti-counterfeiting technologies to safeguard its authenticity, protecting both the brand and consumers.

• Navigating the delicate balance between tradition and innovation presents another ongoing challenge. Rolex constantly evolves without diluting its timeless identity. The brand’s ability to integrate modern innovations while preserving its rich legacy speaks to its commitment to excellence. 

• Material scarcity, especially in the case of precious metals, has also posed challenges. Rolex watches, dedicated to uncompromising quality, must navigate fluctuations in material availability to maintain production standards. Strategic sourcing partnerships and meticulous supply chain management contribute to mitigating these challenges.

• Environmental awareness has become a pressing concern. Rolex has embraced sustainability, addressing the environmental impacts associated with watchmaking. Responsibly sourced materials and energy-efficient manufacturing underscore Rolex’s commitment to a responsible and sustainable future.

While challenges have been formidable, Rolex’s resilience to its core values has allowed it to weather storms and emerge stronger. Solidifying its status as a beacon of excellence in the world of luxury timepieces.

List of 10 Best Rolex Watches Revolutionizing Time  

FAQs 

1. What makes Rolex so special?

Rolex is renowned for its precision, craftsmanship, and enduring style. Each timepiece is a testament to the brand’s commitment to excellence and innovation.

2. Why are Rolex watches so expensive?

The high cost is justified by the meticulous craftsmanship, quality materials, and extensive research invested in creating each watch. The exclusivity and brand prestige also contribute to their premium pricing.

3. Are Rolex watches a good investment?

Yes, Rolex watches are often considered a sound investment. Their reputation for quality and timeless design tends to be appreciated over time, making them sought-after collector’s items.

4. How can I spot a fake Rolex?

Genuine Rolex watches have distinct features, including a smoothly sweeping secondhand and a hologram-encoded sticker on the case back. Purchasing from authorized dealers and being aware of these details can help identify authenticity.

5. Do Rolex watches hold their value?

Yes, Rolex is known for retaining its value well. The combination of craftsmanship, brand prestige, and limited availability contributed to their value appreciation over the years.

6. Can I wear my Rolex in water?

Most Rolex are water-resistant, and some are specifically designed for underwater use. However, it’s crucial to check the specific water resistance rating of your model and ensure it undergoes regular servicing to maintain this feature.

7. How often should I service my Rolex watch?

Rolex recommends servicing every 10 years, but it may vary based on usage. Regular maintenance ensures optimal performance and longevity of your timepiece.

8. Can I customize my Rolex watch?

Rolex offers limited customization options. While you can choose certain features during purchase, extensive modifications may void the warranty and affect the watch’s authenticity.

9. Are vintage Rolex watches a good buy?

Vintage Rolex watches can be a great investment, but it’s crucial to authenticate and verify their condition. Purchasing from reputable dealers or having a thorough appraisal is recommended.

10. Where can I buy an authentic Rolex watch?

To ensure authenticity, it’s recommended to purchase Rolex watches from authorized dealers or reputable sources. Be cautious of deals that seem too good to be true, as counterfeit watches are prevalent in the market.

(source- unsplash)

We all have dreamt of owning a luxury car at least once. When we see one while traveling, this thought crosses our minds. Often out of curiosity, we check on the internet prices of these cars, features, and specifications too. We daydream about a good long drive with our friends or spouse while experiencing the utmost luxury while being in the lap of nature. A sheer surreal experience is what we envision. Being a kid did you ever stop by a showroom of a luxury car brand like Mercedes? To get a glance at the cars on display? Who hasn’t? All of us do that! 

Mercedes is a perfect blend of top-notch engineering, excellent technology, and luxury at its peak. A feature-loaded car with lightning-fast speed and features built by the Germans. Car lovers cannot agree more on the luxury and finesse the brand carries. With a variety of models at our dispense, it is the most loved luxury car brand in the world. Via this article, we’ll take you on the most luxurious and smooth ride. Fasten your seat belts, folks! 

History: Worth Taking a Note

In 1901, the first Benz Patent Motorwagen was created by Karl Benz. It was the first gasoline car that was launched under Daimler Motors Corporation. In 1902, an Austrian automobile entrepreneur, Emil Jellinek, obtained the trademark of the name Mercedes, after his daughter Mercedes Jellinek. Later, Karl Benz and Gottlieb Daimler combined each of their companies forming Mercedes-Benz in 1926. The logo of it was registered in 1909, in honor of Mr. Gottlieb Daimler. He used the star sign as a symbol. Mr. Gottlieb’s sons, Paul and Adolf, registered both a 3-star and 4-star symbol as trademarks. The brand slogan is “the best or nothing”.

We Hear You Ask the Top Competitors

Competition is the word we all love, especially when it’s about luxury cars. Several brands exist in this elite cars segment which ignite the fire within car enthusiasts. Automobile brands locking horns with each other via advertising, social media posts, or print ads is a common sight. Without competition in this segment, there’s no thrill, is it? We bring you the top 5 brands that are competitors: 

• Audi
• BMW
• Porsche
• Jaguar
• Aston Martin

These are the brand names that cannot be said to not be in the loop. Audi, BMW, and Mercedes are brands that are always neck-to-neck in competition. These 3 brands are undoubtedly in competition with each other at all times. 

4 Popular Marketing Campaigns of Mercedes:

Marketing campaigns are an effort by any brand to stand out. Brands strive to get into the limelight or get noticed. Television advertisements are the best mediums as consumers remember what they see. It made sure while making the ad they were using emotions, convincing the potential customer, and getting noticed by their customer base. These are 4 popular television commercials: 

1. Unlock with Mercedes Benz:

A very thoughtful campaign launched by Mercedes during the festive season of 2021. The brand strategized to launch this campaign in September 2021 and continue it till the festival season ends. The reason behind this launch was an introduction to an unlocking with the Corona phase. The brand wanted to resurrect the sentiments of humans by availing them of the option of unlocking their dreams. It included easy EMI options on the selected models. A variety of insurance policies were also made available. 

2. Merc From Home:

A wonderful ad campaign launched in 2020. This campaign was implemented to bring ease in the whole buying process of the product from the comfort of one’s home. It provides an easy and clear method of purchasing a luxury car via the ease of home and especially through the digital process. It is a crystal clear process. From preparing the car to making the payment through a digital platform, everything is kept simple and hassle-free. 

3. Are You AMG-Ready:

Mercedes planned the AMG-Ready campaign to make a shift from only being a brand, to being a performance-based luxury brand. The brand wanted to introduce the AMG subsidiary brand to depict the promising capabilities and newness of its product. The loyal customers were the main target. A 1-minute video ad was made to demonstrate the different AMG models to increase awareness. The intent of the brand via the campaign was to perform and be combined in the luxury of tomorrow while strengthening the bond between AMG and its customer base.

4. Life Gets Big:

This campaign was a special one to highlight the features of the new T class. A van with sliding doors and an improved space within the car that accommodates one family was the theme. A rear window where 3 kids can enjoy the ride or even your beloved pet. This was an introductory campaign to bring to notice the extra space feature of this van. Sliding doors, extra space, and rear window space are the key takeaways in this model T class. 

Problems Faced by the Brand:

1. Rust issues:

Surprisingly enough some customers have complained that the doors, fenders, hinges, and hoods start to rust sometime post purchasing the car. A loyal customer would not like the car to develop rust and make noise. 

2. Deaths due to Systemic issues:

Post the death of Tata Sons Chairman, Cyrus Mistry, people raised eyebrows on how safe the Mercedes-Benz was. However, the Indian MD of Mercedes and the CEO of the brand together state that the car collided due to poor road infrastructure and traffic rules. They suggest improvements in these aspects to reduce the death rate due to accidents which is approximately 1.5 lakhs from 2021 to September 2022.  

3. Display of error lights on the dashboard:

Some error lights are displayed in the model CLA 250 according to customers. Adding to that customers have said the company also takes ages to solve the issue as the display of error lights puts them in a fix too. 

Competitive Advantage:

Mercedes focuses on adapting a differentiation strategy. Quite a noticeable number of features are offered by it, unlike its competitors. Some added features like:

• Blind Spot Monitor
• 8-way power seats with 4-way power lumbar support
• Hand gesture controls
• Hands-free device controls

These are some peculiar features of the 2023 Benz GLC SUV. It allows the driver more comfort and enhanced driving experience. These detailed and minute features of the SUV add to the list of features making the car stand out from the competition. If you take notice these are very thoughtful features installed into the SUV leaving no room for any complaints from the customer.  

The Social Media Game:

Mercedes has millions of followers on social media which makes them an overachiever in its digital game. The brand utilizes social media to post finely curated content across all its online platforms. They especially take care of crafting user-friendly content wherein people can interact. 

1. Campaigns to drive traffic:

Attractive feature-highlighting videos, shorts, reels, and user-generated content are also implemented to increase its brand engagement. The brand started a user-generated strategy on Instagram wherein it developed a hashtag named #MBPhotoPass. Through this strategy it allowed social influencers, journalists, team members, and even existing customers to curate organic short videos of its cars. About other social media platforms like Facebook, the visuals are very appealing to the human eye. 

2. Diverse Ways:

The content the brand shares on its social media is visually driven and personal stories of existing customers. A very well-planned strategy of posting 2 to 3 times a day is followed diligently by the brand. Its images and short videos are visually driven as they keep it fresh and engaging. Along with videos and images the brand shares a variety of information, car-related news, high-resolution images of the brand’s cars at work, upcoming models information, and images.

 3. Influencer Marketing:

Fitness freaks often head out to the mountains with their beasts to test the car’s ability. Fitness influencers make the effort to record a video and post it on their social media feeds. It helps them to reinforce the message when the influencer and the brand are featured and tagged in each other’s feeds. Some car racing drivers like Nico Rosberg, Jan Seyffarth, and Lewis Hamilton are famous influencers who often collaborate with the brand to spread reach and engagement. 

Shift to EVs:

Mercedes plans to offer battery electric vehicles (BEV) in all its segments. From 2025 onwards, all newly launched electric vehicles will be electric only. Meaning, that from 2025, all customers will be able to enjoy the privilege of choosing an all-electric alternative for every Benz model. The previous plan of developing battery electric and internal combustion engines (ICE) on the same platform has seen a shift. The plan for developing BEVs has been finalized and is in full action. 

The strategies formulated to make the shift possible are as follows:

1. EV Critical moment:

As the brand shifted its focus from “electric-first” to “electric-only”, Mercedes-Benz believes it can accelerate and make a more progressive EV portfolio plan. Ola Kallenius, Chairman of the Board of Management at Mercedes Group AG says, “The tipping point is getting closer, and we will be ready as markets switch to electric-only by the end of this decade.” The change that is undergoing has made Mercedes revise their capital allocations as it requires huge amounts of research and scrutiny. 

2. New Gigafactories:

Newer EV platforms will be established by greater integration into the manufacturing sector. The extensive technology plan consists of 2 new electric vehicle platforms. The first is MB.EA for medium and small-sized passenger cars. The other is AMG.EA, is a dedicated performance electric vehicle platform, for lighter commercial vans. Simultaneously, Mercedes will be focusing on the giant expansion of its battery manufacturing capability. As per plans, it is going to establish eight new battery cell gigafactories by working with partners in Europe and elsewhere. 

3. Increased charging stations:

In collaboration with Shell’s Recharge network, Mercedes will add up to 30,000 more charging stations by 2025. The new charging points will be across Europe, China, and North America. In Australia and New Zealand, EQ drivers will have access to rapidly expanding public charging networks that offer a combination of standard AC, and ultra-rapid fast chargers. The experimental electric car of the brand, the Vision EQXX is the technology pillar. With a capacity of more than 1,000 kilometers, the vehicle is said as a highly advanced drive-terrain and light-weight bionic design. 

Conclusion:

The brand Mercedes has a reputation for class, excellence, luxury, and innovation. A rich history spanning over a century, it has been consistent in delivering the latest, and most competitive technology. The company navigates the ever-evolving landscape of the automobile industry. As said by the brand, soon it will be embracing electric and autonomous technologies by tying up with other automobile factories for battery manufacturing. It is the brand’s main focus until 2025. Doing this will fulfill the environmentally conscious digitally connected world. In the beacon of elegance and luxury, it is a synonym for automotive greatness and will undoubtedly continue to set the standards for years to come.  

(Source – 2019 Bloomberg Finance LP)

We all have that one friend, whom you can always rely on when stuck in a financial crisis. Whether it be facing an issue in a transaction, or falling short on cash, just summon the savior. I once too had this friend, always ready with his cape on, to grab my hand when drowning in the puddle of failed transactions. Sooner, the college was over drifting everyone apart, and along with them, I lost that one friend too. Later on, when enslaved in the corporate world I found that helping hand again but without a cape and crooked face this time. 

Rather, it was someone in a fancy tie and shining boots, who was convincing me to get a credit card. As appalling as his offer was, I had to turn him down as this concept was new to me. After painstaking research and understanding the concept of credit cards, something stuck with me. That something was a diversified global financial services company – American Express. This article is your guide to take you on the journey of American Express and the story behind it. 

The Beginning of a New Era 

During the mid-19th century, there was a significant demand for the transportation of parcels, documents, and valuable items across the United States. With the westward expansion, businesses needed a trustworthy and efficient means of sending and receiving these items. This was the time when security and reliability were major concerns for businesses and individuals. The risk of theft or loss of valuable items during transit was a genuine problem and people were looking for a dependable solution.

In this chaos, on the bustling streets of Buffalo, New York, a daring idea was conceived by three visionary entrepreneurs. Henry Wells, William Fargo, and John Warren Butterfield founded American Express in 1850, which would soon become a global icon in the financial services industry.

After its formation, American Express (also known as Amex) skyrocketed because of its speed and reliability. Started as an express mail business, its iconic stagecoaches, driven by fearless drivers became a symbol of trust and efficiency. Embracing its services to send parcels, currency, and valuable items across the country, Amex flourished to a greater extent. With the uncertainty of the financial market, Amex evolved too, transforming the way people conducted financial transactions. This evolution later became the foundation for several innovations in the financial sector that set the course for a new future. 

Revolutionary Innovations: 

(Source – archello)

American Express has been a pioneer in the financial services industry. By introducing several innovations and changes that have had a significant impact on the market. Some of these key innovations and changes are listed below: 

• Introduction of Traveler’s Cheques (1891): Innovation of traveler’s cheques, which were widely accepted as the means of carrying funds while traveling. This innovation greatly reduced the risk of carrying cash and contributed to the growth of international tourism.

• First Charge Card (1958): The company introduced the first charge card — the American Express Card. This card required cardholders to pay their balance in full each month, paving the way for future credit and charge card products.

• Membership Rewards Program (1991): Amex launched the Membership Rewards program, which became one of the first comprehensive credit card rewards programs. Cardholders could earn points for their spending and redeem them for a wide range of rewards, including travel, merchandise, and more.

• Airport Lounge Access (1994): American Express began offering cardholders access to airport lounges as a card benefit. This was one of the early examples of premium travel perks associated with credit cards.

• Expansion into Banking Services and Digital Services: Amex expanded its offerings beyond cards to include various banking services. This includes personal and business loans, savings accounts, and certificates of deposit (CDs). Amex also embraced digital innovation like developing mobile apps and online services to provide easy access to account management, payment options, and exclusive offers. 

• Partnerships and Co-Branded Cards: Amex formed partnerships with various retailers, airlines, and hotels, offering co-branded credit cards. This allowed the cardholders to enjoy exclusive benefits, discounts, and rewards.

All these innovations helped American Express remain a symbol of financial prowess and customer service excellence.

Out-of-the-box marketing campaigns: 

(Source – bloomberg)

American Express has been known for its successful marketing campaigns and strategies over the years. Here are some smart marketing campaigns employed by Amex:

• “Don’t Leave Home Without It” (1975): One of the most iconic marketing campaigns in the credit card industry. This slogan emphasized the idea that Amex cardholders should never leave home without their card. It became synonymous with the brand’s exclusivity and the peace of mind it offered when traveling.

• Centurion Card (Black Card): American Express created a sense of mystique around this Centurion Card. By limiting its issuance to high-net-worth individuals by invitation only, Amex built an intrigue about the card.

• “Membership Has Its Privileges”: This marketing slogan emphasizes the exclusive benefits available to the cardholders creating a sense of belonging and prestige. This included access to airport lounges, concierge services, and unique experiences. 

• Small Business Saturday: American Express introduced Small Business Saturday. A marketing campaign aimed at encouraging consumers to support small businesses. This initiative not only promoted Amex but also supported local businesses.

These are just a few examples of smart and trend-setting marketing strategies acquired by the company. These strategies also include partnerships with influencers and celebrities to reach a broader audience, co-branded cards, a customer-centric approach, and many more. 

Famous Personalities using American Express (or vice versa):

By forming partnerships with various famous personalities which contributed to the brand’s image, and customer engagement. Some notable personalities who have had associations with Amex include:

• Jerry Seinfeld: Comedian and actor Jerry Seinfeld was featured in American Express’s advertising campaigns, particularly in the “Unstaged” series. These campaigns featured live concert performances and allowed fans to engage with artists.

• Tina Fey: Tina Fey, an actress and comedian has been a spokesperson for Amex, endorsing various its cards and campaigns.

• Shaquille O’Neal: Retired NBA basketball star Shaquille O’Neal was a part of Amex, during a “Shop Small” campaign which encourages people to support small businesses.

• Lin-Manuel Miranda: The creator of the hit Broadway musical “Hamilton,” Lin-Manuel Miranda, was a part of the “Membership Experiences” program, which offered cardholders access to exclusive events.

• Ken Chenault: While not a celebrity in the traditional sense, Ken Chenault was the CEO and Chairman of Amex from 2001 to 2018. His leadership and strategic vision played a significant role in shaping the company’s direction during his tenure.

These personalities have contributed to Amex in various ways, from endorsing its products and services to participating in marketing campaigns. Their involvement has helped the brand connect with diverse audiences and reinforce its image as a premium and exclusive financial services provider.

List of American Express cards:

FAQs:

1.  How do American Express credit cards differ from traditional credit cards?

Its credit cards are often charge cards, which require cardholders to pay the full balance at the end of each billing cycle. This distinguishes them from traditional credit cards that allow carrying a balance with interest.

2.  Where can I use my American Express card?

Amex is widely accepted in the United States and around the world. You can use it at a variety of businesses, including retailers, restaurants, and for online purchases. However, acceptance may vary by location, so it’s a good idea to check with the merchant.

3.  How do I apply for a card?

You can apply for the card on their official website or by visiting a local bank branch. The application process typically includes providing personal and financial information for a credit check.

4.  What benefits do American Express cards offer?

Amex cards often come with various benefits, including rewards programs, travel perks, purchase protection, and exclusive access to events. The specific benefits can vary between different card offerings.

5.  How does the American Express rewards program work?

The Amex rewards program, known as Membership Rewards, allows cardholders to earn points for every dollar spent on their card. These points can be redeemed for travel, merchandise, or used to pay off card balances.

6.  Do these cards have annual fees?

Many of its cards have annual fees, but the amount varies depending on the card type and its associated benefits. Some cards may offer no annual fee for the first year.

Today, American Express remains a symbol of financial prowess and customer service excellence. More than a company it’s an institution trusted by millions and known for its commitment to innovation and corporate responsibility. As the company enters its third century of existence, it carries a legacy of trust, service, and progress. Always ready to meet the changing needs of its card members and shape the future of finance or to be that one friend to someone. 

Which one is the last reel you watched or shared today? Who is your favorite influencer? How many times do you check the notification on “Insta”? These casual talks seem quite familiar to you, don’t they? Instagram has become our favorite go-to social media if you are bored or have nothing to do. However, I am the one who checks it even though I’m in the middle of the work. How unnecessary it feels, but you won’t deny the fact that Instagram has become a part of our daily lives. We feel connected to the background music in the reels, we like to share what we are doing on “Insta Stories” and wait for someone’s reply in “DMs”. 

Have you ever thought what is the journey Instagram has made to be in the current form it is right now? In this article, you will read everything about the success story of Instagram. 

Fascinating History

Instagram has a fascinating history, marked by its rapid rise and ability to stay relevant to the changing choices of users. The app is changing the way we socialize, do business, and shape our culture. 

(Source- brandefy.com)

Founding of Instagram (2010): Kevin Systrom and Mike Krieger co-founded the app in October 2010. Originally known as “Burbn”, it was a location-based check-in app on which users could share their plans, pictures, and check-ins. However, the founders understood that the photo-sharing feature of the app becoming more popular than anything else. Hence, they decided to pivot their focus on it.

Launch as Instagram (October 6, 2010): In 2010, the name has been officially changed to Instagram. It comes from the combination of “Instant Camera” and “Telegram”.

Early Growth (2010-2011): This app attracted one million users worldwide within two months of its launch and gained rapid popularity. The built-in simplicity of its user interface and the variety of photo filters it offered made the app more appealing to a wide audience. 

Introduction of Hashtags and Filters (2011): To discover the desired content and share related topics, Instagram introduced hashtag features. Moreover, the platform offers you a number of filters to enhance your photos and videos creatively.

Acquisition by Facebook (April 9, 2012): To boost credibility and resources, huge business ventures take place in every industry. Facebook’s acquisition of Instagram for $1 billion in 2012 was one of the most significant milestones in the social media industry. 

Expansion to Android (April 2012): Initially, only iOS device users could use the app exclusively. In April 2012, the Android version was launched, expanding its user base even further.

Video Sharing (June 2013): To enhance user engagement, Instagram introduced a new feature, Reels, a 15-second video to compete with other emerging platforms like Vine and TikTok. By allowing video sharing, the app became more popular and people started spending more time on the app. 

Advertising and Monetization (2013-2014): By introducing sponsored posts and advertisements into users’ feeds, the app started monetization. Due to this, many businesses could advertise their products and services to a broader audience.

Introduction of Instagram Stories (August 2016): The company introduced Stories that were similar to Snapchat’s Stories, in 2016. With the help of this, user can share their photos or videos for 24 hours. This feature was a significant success for the platform.

IGTV (June 2018): To upload long-form video content, Instagram introduced IGTV, to compete with YouTube. The feature was not successful and they discontinued it a few years later. 

Instagram Shopping (2019): To shop for products directly from the app, it started shopping to boost its growing influence on social media in e-commerce. 

Marketing Strategies: 

Being a dynamic platform, Instagram offers a range of marketing strategies to engage with the target audience and emerge as a powerful social media tool. Here is a list of marketing strategies the app offers to increase its business: 

• Business Profile: By starting a business profile, Instagram provides access to valuable insights that trace your weekly performance through analytics. This feature assists business accounts in developing content strategies and analyzing reach on posts, reels, and stories. 

• High-Quality Visual Content: As a visual platform, it requires users to upload high-quality images and videos to reflect the identity of your brand. To make your content viral, it is important to keep consistency in style and aesthetics for building a recognizable presence of the brand.  

• Use of Instagram Stories: You can use stickers, polls, and quotations to interact with your audience and drive engagement with them.

• Content Calendar: If you keep uploading similar content every day, the app dumps it in the first stage. The more you share and upload variety, the more you receive a boost from the app. To maintain variety in your content, try to create a content calendar that will help you plan and schedule your posts. 
• Hashtags: Users can upload their content and use hashtags to increase their reach to non-followers by using hashtags. Make sure you are using relevant and trending hashtags in your posts to increase discoverability. However, avoid overloading your captions with too many hashtags, as this can be seen as spam.

(Source -multiversonoticias.com)

• Collaborations and Influencer Marketing: The app offers collaboration features for influencers to partner with other brands and extend their reach and credibility. It helps to increase the number of followers and build trust with them.

• Engage with Your Audience: In order to stay relevant, is important to build your community by responding to comments and direct messages (DMs). It helps the brand in long-term success, as people can stay connected. 

• User-Generated Content (UGC): Encourage your customers to create content related to your products or services and share it with their profiles. UGC is not only authentic but also an effective way to showcase the real-life use of your products.

• Instagram Advertising: The app earns from sponsored ads and products by targeting a specific demographic and following their interests or behaviors. Its strategy of including photo ads, video ads, carousel ads, and story ads helps the app earn revenue from it. 

• Contests and Giveaways: Run contests and encourage giveaways to boost the authenticity of your business by sharing or tagging friends. 

• Live Video:  Instagram provides an interesting feature of live video through which you can communicate with thousands of other users and share your opinions on anything. By hosting real-time Q&A Sessions, you can solve queries about the product and behind-the-scenes glimpses. Live video can create a sense of urgency and excitement.

• Geotaging: By using Geotagging, you can add the location to your post or reel and encourage a sense of engagement withers. If you are planning to host an event or are willing to increase local visibility, then Geotaging helps to create awareness among your followers. 

• Adapt to Algorithm Changes: The algorithm of Instagram keeps changing frequently and to increase the visibility of your product, you have to adapt to it. Catering to this, you can stay updated with the latest changes and try to adjust your strategy accordingly. Increase your content’s reach by promoting it on different social media platforms. 

Challenges and Controversies

In the early years of its settlement, Instagram started facing user privacy concerns. Several incidents of data breach and concerns about personal information of data usage occurred. Moreover, users are complaining about changing algorithms of the app that the reach of the post and reel keep fluctuating. It has been observed that the company has copied several features of other apps like TikTok. The competition with other apps has constantly driven it to innovate and adapt its features in order to increase user engagement. Furthermore, it has faced criticism affecting the mental health of its potential users. The platform promotes unrealistic beauty standards and self-deprecating ideology through cosmetics.  

Impact and Influence

Being one of the popular apps among various generations, Instagram has extended its influence across various domains. It is boosting the e-commerce platform by providing a platform for influencers and businesses to drive sales and brand recognition. Furthermore, the platform is playing a crucial role in shaping the trends, starting from food, fashion, travel, books, and lifestyle. It is the preferred medium for promoting awareness about social issues like body shaming, the Black Lives Matter Movement, and climate change activism.

Marketing Lessons You Can Learn from Instagram 

(Source- brandefy.com)

Instagram is the best example of a business model that has stood with minimum investment and maximum profit proliferation. Several business schools are incorporating it as a case study in their syllabus. So what marketing lessons you can learn from it? 

Set an Objective: Although some goals seem too ambitious, you should always set high goals for yourself. Before starting a business, it’s crucial to identify your target audience, since it caters to specific niches. Hence, it’s important for you to be familiar with various methods to convert the target audience into potential customers. 

Learn from Influencers: The app supports the idea of following your passion. Catering to this, influencers upload content regularly and inspire others to make their dreams come true. Many people mimic the content uploaded by larger accounts. Similarly, you must have discipline while making efforts and should enjoy what you are doing and think about what you are contributing to society through your business. 

User engagement: Without user engagement, every business dies in its initial stage. The app pays attention to users’ social media behavior and promotes high-quality images and educational reels. If you are preparing a business model, make sure that you are building a customer base that will receive something new from it constantly.

Patience and Resilience: The company asks users to have patience in terms of going reels viral, increasing the number of followers, increasing the reach among non-followers, etc. It teaches you not to get demotivated if you aren’t getting the results you desire. Every business requires a process to follow and you should be resilient toward the challenges coming your way. 

Conclusion

Instagram started as a simple photo-sharing platform but has now become an important marketing tool for businesses and a part of our daily social media interactions. It is beyond question that it will persist in its evolution, maintaining its relevance in our lives for the foreseeable future. Being one of the most powerful tools, this app is changing the definitions of social interaction, shopping, etc. We hope you enjoyed reading our article and understood what journey it has made throughout all these years. 

As PepsiCo has taken Lay’s under its wings, the potato chips brand has succeeded in dominating the chips market since 1940. 83 years and counting, the brand is loved by all ages of the population globally. As years went by, Lay’s stood with its head held high in the list of the best potato chips ever. In settings like friends’ get-togethers, or house parties, these days, a packet of chips opens up without any doubts.

A favorite snack of all, it is the most common chips brand that exists globally. Its crunchy sound due to the big size, is the main highlight which gives the consumers a feel of having chips. The taste is so tempting, that you cannot have just one. It stands by their slogan which is “Betcha Can’t Eat Just One”. Try it for yourself!    

Named after the surname of founder Herman Lay, the brand’s main agenda is to be available globally at every nook and corner. With 200 flavors in total, the distribution of the same is implemented region-wise. Flavors from barbeque chips to lemon-flavored chips to cream and onion ones, the diverse options have been curated after a deep and considerable amount of constant research.

Good taste with quality was the main agenda when it conducted the research and surveys. Lay’s has a legacy of onboard global celebrity figures as its brand ambassadors. 

How it became the best potato chips brand?

Do Us a Flavor Campaign: PepsiCo launched this campaign in July 2012 at Times Square by establishing a temporary store and merchandising its 22 Lay’s Chips flavors. The idea was a huge hit on Facebook. They created a Facebook Page that allowed people to share their proposals for the new flavor they’ve thought of. PepsiCo partnered with Facebook to replace the “Like” button with the “I’d Eat That” button for some time. 

Celeb endorsements & event sponsorships:  From Alia Bhatt, Ranbir Kapoor, Juhi Chawla, Parineeti Chopra, Ronaldo, and Wasim Akram all of them have endorsed Lay’s potato chips some time or the other. 

Controversy faced:

The famous controversy of the brand where the brand sued a number of Indian farmers, claiming they had grown a potato variety FC5 which only Lay’s had a patent to cultivate. Later it so happened, that the Indian Law doesn’t grant any Intellectual Protection Rights to seeds of plants. Resulting in the case was dismissed by the Indian Supreme Court when a number of supporters came in favor of the Indian farmers.

(credit – Gabriel Zimmer)

A number of social activists, especially women came forward to support the farmers. In response, PepsiCo filed a revocation of the patent against the farmers and the women who were in support of the farmers. The Delhi High Court did not feel the need to address the accusations of public interest violation by PepsiCo. Later, PepsiCo removed all the lawsuits against the farmers and encouraged a peaceful environment. 

Impulsive ad campaigns : 

Lay’s Gourmet: Lay’s amalgamated with the Bollywood actor, Saif Ali Khan, to endorse the royal segment Lay’s Gourmet. A perfect celeb to select for a new segment. As everyone knows Saif Ali Khan is the royal heir of the Pataudi castle. Lay’s has mindfully onboarded him into their TVC. The brand claims that it started a gourmet segment to introduce its slow-cooked, elegant, and rich crunched bite. So no better choice other than on-boarding the Nawab of Bollywood, isn’t it? To depict the regalness and the rich heritage of both the Pataudi Nawab and their own flavor of their gourmet segment, Lay’s formulated an ad keeping in mind a similar regard. 

Happiness is Simple: This ad campaign of Lay’s meant spreading smiles and happiness. The company requested its customers to send photos of themselves holding the packet such that it depicts the customer as smiling. The smiling image was already imprinted on the packet itself. A charming initiative by Lay’s to engage the customers, as the brand decided to share these photos via a photo montage on the website. A simple message is that the brand spreads happiness as it is consumed when the environment is happy and cheerful. 

Passport to Flavor: In this campaign, Lay’s offered four delicious new flavors to customers with a chance to win some travel-related prizes or trips to exotic destinations. Flavors introduced were Brazilian, Chinese, Greek, and Indian. In the respective regions, these flavors were a hit and widely accepted by people. Customers were invited to try these flavors and given opportunities to win a chance to visit these countries. It naturally brings the world together and guides us to explore the flavors that are specific to a single continent or a country, others get a chance to experience the taste of diverse flavors.  

Taste of America: In anticipation of targeting millennials, Lay’s Potato Chips Brand started 8 new flavors. As to creating excitement and curiosity, the potato chips brand targeted the youth who visit food festivals often. Introducing these flavors as a limited-edition segment, they also used “Fear Of Missing Out” (FOMO) as a shield. The youth are always on the lookout for something new and like to explore the same. They were also allowed to share the images of the product on their own social media handles while tagging Lay’s chips. 

Snacky Competitor’s Waiting in Line:

 (credit – lay’s)

Dorito’s:

Among the competitors of Lay’s Chips Brand, Dorito’s is a tortilla chip brand by PepsiCo. As the brand is always finding opportunities for spreading happiness, it established a manufacturing unit in the “happiest place on earth”, Disneyland. A ready-to-eat food item, it always tops the preferences of the audience, after Lay’s. It has created a craze amongst the general public, as it is the first choice of people. 

Pringles:

This one is an American chip brand, which was sold in over 140 countries, owned by Kellogg’s. Founded in 1967, it was marketed by the famous Procter & Gamble (P&G) in the United States but was later sold to Kellogg’s in around 2012. The brand also faced the situation of customers complaining of air in the packet, head-on. The brand explained the need to do so at their end, to maintain the quality and the crunch of the chips. 

Nestle:

Nestle has a wide range of products, from, coffee, tea, baby food, and dairy products, and much more. The brand operates in 194 countries with factory setups numbering up to 450. It employs 3,39,000 people for smooth functioning. Operation management is also a huge win-win for the brand. The most famous product Maggi has topped the charts of the quickest recipe. With its wide variety of other products, Nestle is the most loved competitor of the Lay’s potato chips brand.   

Kellogg’s: 

Kellogg’s is again, similar to Nestle, a multiple-products company, based in the United States. Recognized as the world’s largest cereal company, the brand has crossed more than $ 15 billion worth of sales. It is considered the world’s second-largest manufacturer of savory snacks, cookies, and crackers. As cereal is the most loved breakfast in the United States, the brand is the largest producer of the same and still remains at the top of the list, while being a competitor for Lay’s potato Chips Brand. 

Lay’s Logo:

(credit – Lay’s)

The logo of Lay’s Chips represents energy, power, and passion. It instigates and generates a feeling of temptation and hunger. It is a psychological trick played by many brands in the food and beverage industry. Also, the packaging of Lay’s potato chips is colorful, with one color for each flavor. The brand has redesigned its logo several times before in order to attract prospects and existing audiences. In the logo, the name of the founder Herman Lay remains as it is, due to the popularity of the brand. The gradient yellow-orange circle symbolizes the sun and potato. 

Meaning:

The brightness of the logo represents a happy life, a productive life, and stability as the logo has undergone a lot of small changes, without changing the main theme. All this represents a crisp, well-made, and appetizing snack. In front of the yellow circle is the red banner with a white inscription, which draws most of the attention. The use of the rich colors and the emblem made as a whole form the logo in totality. 

Who made the logo?

A firm called Landor Associates created the logo first for Frito Lay, it was made by one of the staff members. The yellow ball and a red ribbon began to be used in 1997, the first time the logo was used. Frito Lay had a similar logo at that time which was refined and a bit modified for Lay’s. So, it is safe to say that the logo was made by Landor associates. 

Lay’s stats to look for:

Annual Turnover: 1.2 Billion USD

Annual Revenue: 800 Million USD

Sold in a total number of Countries: 200 

Brand Value: $8.6 Billion

Number of Employees: 60,000

Market Cap: $222.8 Billion

Conclusion:

Lay’s is a globally popular brand that is on the conscience of people when they have to gather together.  It is the trendsetter in the potato chips category. As in today’s times it is the original snack and will always be. A lot of new brands started coming up after it made its entry into the market. As it is looked up as an unhealthy snack item, the company introduced a new gourmet segment, wherein its chips are baked not fried, which makes it healthier to consume.

A few incidences like boycotting the snack have happened in yesteryears, so it has become alert on that front. Being the brand that serves chips in multiple countries, it continues to innovate and carries on its research. 

(credit-getty-images-sundry-photography)

Whether it is a party on the weekend or just regular grocery shopping, Walmart is always preferred by U.S. citizens. If you are a tenant living on your own or you have a family to feed, Walmart products are affordable as well as accessible. Though Walmart has become a huge brand in the retail industry, it has faced ups and downs and still stands as the retail powerhouse. Have you ever thought what would have been its journey? What are the marketing strategy techniques that made it a successful company? In this article, you will delve into the basic know-how of Walmart and understand its journey closely. 

Being a multinational powerhouse in the retailing industry, Walmart is based in the United States of America. Its various department stores focus their services on middle-class and lower-middle-class people. According to Fortune Globe 500, the company stands as the second-largest public corporation in the world. Today, it is one of the most valuable companies in the world that employing more than 2 million people. The organization is based in Bentonville, Arkansas. In 2009, it earned 51 percent of its $258 billion in sales from the U.S. grocery business. 

The chronological order of establishment

1945: Sam Walton bought a Franklin franchise variety store, located at Newport. The moment served as a stepping stone for his future retail ventures.

1962: The first official store was inaugurated in Rogers by Sam Walton. It was mainly focused on providing customers with a wide range of products at lower prices.

1969: In this year, the company developed into a publicly traded company, that is listed on the New York Stock Exchange, under the symbol “WMT.”

1970s-1980s: The rapid expansion of the company took place across the United States where various stores opened and grew into the dominant force of the retail industry. The company emerged with a new strategy of “Everyday Low Prices” (EDLP) in which efficient customers were targeted and it included dynamic Walmart products.  

1983: In Washington, Missouri, the first Supercenter was launched. It combined the concept of the traditional discount store with grocery store along with a traditional discount store which will give a one-stop shopping experience to consumers.  

(Credit-edition-cnn)

1991: The company started expanding its ventures outside the boundaries of the United States. The first international store was set up in Mexico City, Mexico. The event marked the beginning of its global expansion. 

2000s: The company was expanding its business on both domestic as well as international levels. The Walmart Neighbourhood Market was introduced which included smaller grocery-focused stores and emphasized its commitment to satisfy customers at low prices. 

2005: The sustainability business program was launched which was aimed at turning the company into the environment-friendly one. Catering to this, several initiatives were commenced incorporating waste reduction, less energy consumption, and promoting sustainable sourcing. 

2010s: The focus was shifted to e-commerce and digital innovation to leverage technological upgradation to succeed in the retail industry. The organization started acquiring e-commerce companies like Jet.com and spent on improving online shopping experiences. This is how it stayed ahead of every competitor in the market. 

2020s: Consumer preferences were put forward and expanded into other international markets. The company was targeting organic products to meet its commitment to uplift farmers of the country. It is evolving every day and adapting itself to technological advancements. 

Mergers and Acquisitions

Being a retail giant, Walmart revolutionized the industry with its low-cost business model. It nurtured exceptional customer service along with an extensive product range. Due to prioritizing affordability and convenience, Walmart has become a common household name. Today it is serving millions of customers at the international level and maintaining its position as a leader in the retail industry. Its mergers and acquisition deals have become headlines not just in US newspapers but also in worldwide news. 

The organization has encountered cultural challenges during acquisitions and mergers that took place in its journey. Due to human resource negligence issues, some of its mergers and acquisitions failed miserably, however, it demonstrated how cultural issues are not considered when international business affairs arrive. For example in the Argentinian Market, the company experienced insensitivity to the culture of Germans, South Koreans, and Latin America. It added to employee demotivation due to which the company became incapable of competing with others.  

Success Strategy

Every successful organization builds its unique strategy which gives successful results and creates benchmarks for others to follow. If you want to build your business on the larger platform then read these tactics applied by Sam Walton: 

(Credit-nbcnews)

1. Emphasis on low prices: The famous “Everyday Low Prices” strategy emphasizes life-essential products whose prices are kept low to target middle-class and lower-class people. It helped products to gain a wide customer base. The company cracked the budget-conscious shoppers and values their convenience. 

2. Large-scale operations: Walmart stores are operated in around 27 countries and its massive scale allows them to negotiate lower prices with suppliers and spread fixed costs across many stores. Such larger-scale operations allowed the company to deal with investors and build trust with them. According to records, its customer experience was enhanced due to deals cracked at higher management levels. 

3. Innovation and technology: Being a leader in the retail industry, Walmart was among the first companies that leveraged a cashless payment system, barcoding, etc. With the help of technology, it improved the customer experience and invented new operational techniques. For example, the company has spent heavily in the field of e-commerce and has innovated technologies, such as its automated pickup towers and its use of robots to clean floors and track inventory.

4. Prioritizing employee satisfaction: It is better known as a tough employer in the market, however, the company made efforts to revamp working conditions and enhance employee satisfaction in recent years. In 2019, the company increased its starting wage to $11 per hour and offered additional employee social and economic benefits.

5. Strong corporate culture: The strong work culture incorporates efficiency, frugality, and customer service. Sam Walton, founder of the organization known for his hands-on leadership style and commitment to serving customers. He made sure that similar leadership values were passed down to subsequent generations of leaders. 

Overall, there are various factors that contributed to the growth and development of Walmart and the company emerged as a giant in the retail industry. 

Challenges 

Ethical Issues: 

Regardless of being the largest private employer worldwide, Walmart has faced ethical issues with respect to gender discrimination, exploitation, and compensation of workers. Moreover, the higher management took a stance against developing worker’s unions that could work to improve working conditions. In 2013, National Labor Relations sued the company due to its low wages. It was proved that the company had violated the rights of employees and imposed illegal restrictions. Despite the pressure from employees, it suspended workers who participated in the strikes, which eventually led to employee turnover.

COVID-19 Pandemic: 

Due to the COVID-19 pandemic, more than 60 stores were closed and the Omicron variant disrupted the retail industry. The crisis situation restricted direct contact with customers and limited their access to various retail services. For instance, in Maryland, a store was shut down due to the high emergence of COVID cases among the communities. Soon, it was recommended by The Centers for Disease Control and Prevention to close retail stores in the area.

Sustainability/ Environmental Issue: 

(Credit-corporate.walmar)

According to Food and Water Watch and the Institute, Walmart stores are not following performance standards based on environmental protection. The company ran into the issue of vending substandard products as it reduces the durability and quality of goods. Issues of reduction of waste, lagging behind renewable energy sources, overuse of electricity, etc were the most prominent ones. Today, Walmart has taken a long time goal to operate 100 percent renewable power and leverage technology for sustainable development. 

Walmart International

People prefer Walmart due to its lower and sustainable products which help them to save money and live better. To bring value and convenience to millions of customers, Walmart International is operating in 19 countries outside the U.S.

The unique global perspective of the company builds connections and brings innovations to the market to make customers’ lives easier.  Moreover, strategic partnerships are built through equity investments to support core businesses.

Walmart International is building a strong strategy that includes small and medium businesses and simultaneously generates growth for the company and partners. Ultimately, it leaves a positive impact on stakeholders.

Walmart International includes more than 5,100 retail units and approximately 550,000 associates around the world. Additionally, the products are sold by the Global Sourcing Unit which includes apparel, homeware, jewelry, hardlines, and more throughout the world. The unit is upholding the reputation of the company as the most trusted retailer in the world, by regularly auditing the practices of suppliers and working with them through the Walmart Responsible Sourcing Program to help them meet high standards.

FAQs

1. How many Walmart stores are active?

Globally, there are 10,500 active Walmart stores and 20 Sam’s Clubs US in 27 countries. Before FY2023, the company will be employing 2.1 million associates worldwide. 

2. What time Walmart is closing?

The closing and opening times of Walmart stores vary according to the area. However, most of them are opening at 7 am and close at 8.30 pm. 

3. What is Sam’s Club US?

An American chain of membership, Sam’s Club US is the only retail warehouse club owned and operated by Walmart Inc. It was established in 1983 and named after Sam Walton, founder of Walmart, Sam’s Wholesale Club.

Microsoft could be one of the first successful dropout stories I have ever heard of. A Harvard College dropout, Bill Gates, and his childhood friend Paul Allen established the bedrock for Microsoft in 1975, which has become the biggest software company in the world. Have you ever wondered how it reached the position it is in right now? It is well-known for the Windows Operating System Software and Office Application Suites. Although iPhone and Android dominate the market, what makes Microsoft a leader in the tech world?

In a world full of Googles, Apples, and IBMs, Microsoft may seem a little outdated and muddled in the mix. However, the company still stands as a pillar of the software tech world. It came into the picture when very few people were aware of computer technology, and there were limited users of it. A few key points you should be aware of about Microsoft are:

• Microsoft is the world’s largest software maker.
• People have great utility for software.
• It is not just a software maker anymore.

These factors explain the ever-increasing graph of the company’s success. Strong leadership, consistency in innovation, trust in every employee, etc., contribute to making it a leader in the software world.

The mission and vision statement of every organization decide the direction of development and create a basement for the ideology of the company. Microsoft’s mission is “To empower every person and every organization on the planet to achieve more.” Thereafter, its vision is “To help people and businesses throughout the world realize their full potential.” Its vision and mission have helped the company increase efficiency and productivity.

Microsoft’s Leadership

When Satya Nadella undertook the position of Chief Executive Officer (CEO) in 2014, the company’s revenue graph saw a surge in the market position. He made an aggressive move into the field of cloud computing and services. Its Azure cloud computing system advocates a strong percentage of market share, second only to Amazon Web Services (AWS). It accounts for around a remarkable share of the overall revenue of the company. The revenue of the organization topped $198 billion in 2022 and earned $8 billion as part of its operating income. Having a 33% profit margin in Nadella’s regime is considered larger than Apple and Alphabet.

In 2000, Steve Ballmer became the CEO of the company. He was a fellow student of Bill Gates at Harvard University. During the initial days, there was little concern over Ballmer’s ability; still, it maintained its top position in both the business and personal computer markets.

Microsoft Office Login 365

The American multinational technology giant and its subsidiary products are used by approximately 1.9 billion people across the world in 192 countries. The software is adopted by all the companies that are part of the Big Fortune 500 and are making good strides in their success. MS Office Login 365, a cloud-based service of the company, provides secure access to users to cloud-based productivity tools. It supports Word, Excel, PowerPoint, and Outlook. Users can log in to the MS Store, other services, and applications with the help of an MS Office login 365 subscription.

The Man behind the Curtains:

Let us explore some lesser-known facts about Bill Gates, who is the man behind the success of the tech giant.

Bill Gates

• Bill Gates, the principal founder of the company, is also known as William Henry Gates III. He dropped out of Harvard University at the age of 19 years.
• He became a billionaire at the age of 31. Furthermore, he has become the richest man in the world 24 times in a row.
• Bill Gates owns the world’s largest private charitable foundation with his wife Melinda.
• He likes to wash the dinner dishes himself and says, “Other people volunteer, but I like the way I do it.”
• He owns a private jet, which he calls his “guilty pleasure” and “his big splurge.” His jet is huge and must be expensive to maintain and fly.

Turning Points in the History of Microsoft:

• 1978: ASCII had become the company’s first office in Japan.
• 1980: Bill Gates sold DOS for $80,000 for IBM PC and kept the copyright for himself.
• 1981: Microsoft released MS-DOS to run on IBM personal computers.
• 1985: Windows 1.0, the first version of an operating system, is launched.
• 1987: Windows 2.0 is launched, and Microsoft became more common in workplaces.
• 1990: Windows 3.0 is launched and supports multitasking and advanced graphics.
• 1995: Internet Explorer and Windows 95 are launched.
• 2000: Steve Ballmer becomes CEO of the company, who is a fellow student of Bill Gates.
• 2001: Xbox, a video gaming brand, and Windows XP are released.
• 2008: Bill Gates retires as the Chief Software Architect and devotes himself to philanthropy.
• 2011: It acquires Skype for $8.5 billion.
• 2014: Satya Nadella became CEO of the company and shaped its Cloud Computing Services.
• 2016: The company makes the boldest move by buying LinkedIn for $28.2 billion.

  Biggest Tech Giant

Microsoft is developing, licensing, and supporting a variety of software products and services that meet different requirements of the tech world. Its primary strengths and most of its profits were obtained from the business field. The company had a major presence in the consumer market since it was recognized based on its technological advances. In 1975, the most renowned Altair deal motivated Bill Gates and his childhood friend Paul Allen to establish the company’s foundation stone. In 1975, the revenue of the company was $16,000.

Started from Scratch

Forming a partnership with IBM was the biggest break for Microsoft because it started providing a pivotal operating system like DOS. It used to get loyalty for every sold IBM Computer. The introduction of Windows 3.0 made a huge surge in the graph of Microsoft’s revenue. Till today, IBM has sold 60 million copies of Windows, which made Microsoft the only keeper of the PC software. Before 1990, it was the primary supplier of hardware manufacturers.

First to Earn $1 Billion

When technology started getting advanced, and people admired using personal computers, the bulk revenue of the company was generated from sales to consumers. Microsoft became the first software company to earn $1 billion in revenue in the market. When different versions of Windows were set up, the company recorded a higher market share of PCs (90%) in the world.

The tech giant provides numerous products in the market that share a significant portion of the total revenue of the company. Each of them focuses on businesses and business customers. Initially, Microsoft’s products were majorly desktop apps and hardware-oriented. However, things have been transforming in the last few years; it is manufacturing a slew of distinct online and mobile apps that can be used individually.

Popular Products: (DIAGRAM)

1. Microsoft Windows
2. Bing
3. MS-DOS
4. Skype
5. LinkedIn
6. Windows Phone
7. Solitaire
8. Visual Studio
9. Xbox 360
10. MS Office
11. Internet Explorer
12. Microsoft Azure

Here, we discuss features of one of its products: MS Excel

MS Excel is a practical tool used in all offices. Almost every company uses this spreadsheet tool for better performance. It has features like:

• Inserting random numbers and filtering the data
• Quick Sum of numbers (Makes Math easier than ever before!)
• Time-Saving Short-Cut Keys
• Goal-seeking analyzing tools
• Insert Serial Numbers
• Ideal Business Model

Microsoft has shown an outstanding business model and set an ideal example of a revenue model for upcoming software companies. Today, many of them are following it to earn major profits and invest wisely. The foremost revenue and profit come from selling a wide range of software and hardware products. Furthermore, it includes developing, manufacturing, licensing, and supporting cloud-based services. The cloud-based services of the company generate a suitable platform for digital advertising, which makes services reach a global audience.

There are three foremost segments of Microsoft Revenue Generation:

• Business Processes and Productivity – It includes earnings from the sale and licensing of software products and cloud services for various devices and platforms. For example, Skype Office 365 Suite, Outlook.com, etc.

• Intelligent Cloud – In the intelligent cloud, Microsoft’s server products and cloud storage services are included. Microsoft Azure and Windows Service are part of Microsoft’s commercial strategy.

• Personal Computing – It generates revenue from the company’s services and products that support developers, professionals, and end-users. Windows OS, Windows Phones, etc., are part of personal computing.

Rising above Challenges: The Concluding Note

Just like every other successful organization, Microsoft is also facing certain challenges in its functioning. The paramount problem it has is to crack its products in the mobile market. Apple’s share in the market is 14.8%, and Android’s share is 80.2%; however, the company has only a 3.2% share of total products. Unable to break mobile products into the market is another big challenge in front of it. Thereafter, the company has another concern in front of it regarding the ecosystem. Its platforms are not up to the mark except for Office 365. Its Windows Store is the fifth size of the App Store in Google Play. Internet Explorer could not perform well compared to Google’s Chrome Browser.

Which drink do you prefer with pizza and burgers, Pepsi or Coca-Cola? It is a usual thing to find Coca-Cola bottles in nearby grocery shops. If you enjoy watching sports, then it is obvious to notice Coca-Cola ads. Have you ever thought about how this brand became so huge and grew as one of your household names? In this article, you will read about the successful journey of one of the world’s leading beverage brands, Coca-Cola.

Alternative to Morphine

John Pemberton, who was injured during the American Civil War, is considered to be the man behind the brand. Pemberton, who had a medical degree, was also addicted to morphine and wanted to find some alternative to it. Soon in 1885, he registered Pemberton’s French Wine Coca as a nerve tonic. It was inspired by French-Corsican Wine Coca.

The Kola Coca, a Spanish drink, was represented in a contest at Philadelphia in 1885, exactly one year before the discovery of Coca-Cola. In 1888, there were three versions of Coca-Cola in the market. Later in 1953, the company purchased the rights to this Spanish drink. The brand wanted to be recognized by its original name rather than ‘Coke’. Moreover, it wished not to get confused with other non-healthy drinks. In 1894, the first bottling of the drink was started at Vicksburg, Mississippi, whose proprietor was Joseph A. Biedenharn.

The Coca-Cola System

(Credit – Coca-cola)

The wide acknowledgment and spread of the brand Coca-Cola were given credit to its unique franchise distribution system known as ‘The Coca-Cola System’. The system has been operating since 1889, and the brand generates concentrated syrup which is depleted into a variety of bottles around the world. This strategy helped the company maintain control over the secret recipe of the brand without making efforts to run many independent bottling facilities.

Learning from Mistakes

The brand’s products have undergone some transformations driven by necessity. Some of them were supposed to reduce product costs and increase market share.

• Removal of Cocaine: During the 19th century when opium and caffeine were perfectly legal in the market, Coca-Cola used to contain small quantities of cocaine in it. Due to public pressure, it took gradual steps to eliminate sources of cocaine from its products.
• New Coke: Despite its massive success, Coca-Cola decided to change the formula of its product in response to the huge popularity of its biggest competitor, Pepsi. Soon, ‘New Coke’ was launched in the market when the company anticipated that people would prefer the sweeter taste of Pepsi. The product was a massive failure since the company underestimated the customer bond with its original product. Within 79 days, the company had to revert to its original product.
• Zero Sugar: The company vowed to stick to its original product but change its recipe and packaging due to its zero sugar version. It was an optimization of flavors and existing ingredients.
• Sweetener changed to high fructose corn syrup: Due to the high production of sugarcane, its prices dropped significantly. To reduce production costs, the company replaced sweeteners with high fructose syrups.
• Recipe and flavor variations: The company introduced new flavors in addition to its classic Coca-Cola. Due to high caffeine and sugar content, some people avoided using classic Coca-Cola and preferred another product like Sprite, Maaza, etc.

Potential Growth

The company has drafted a plan to execute in the upcoming years to spur additional growth. It will guide the company in reshifting its efforts towards more efficient actions. The plan includes:

• Focus on developing markets: The world’s major population is concentrated in the developing market, and Coca-Cola found a golden opportunity to shift its marketing there. It made brand diversification and created a strong foothold globally.
• Brand portfolio optimization: The company has consolidated other products to balance its portfolio. It will be easier to focus on particular brands and spread across the world.
• Brand building: With the help of resource allocation, the company delivers world-class targeted marketing.
• Innovation: Coca-Cola wants to attract new customers to drink its beverages, hence its goal is to increase the frequency. The company brings more trial products and projects to raise innovation.
• Revenue Growth Management: The company is planning to place focus on areas with potential growth with the help of data and digital tools. It will help to target specific consumers and address appropriate product lines.
• Digital Transformation: Coca-Cola is undergoing a digital transformation to operate the organization more productively. It is leveraging data-driven decision-making.

Coca-Cola: A Household Name

(Credit – Pintrest)

The company’s success has been mostly driven by its innovative ways of advertising and marketing campaigns. It was the 6th most powerful brand in 2020. Its advertising budget increased tenfold in the last five years. This is how the company tries to maintain pressure on its competitors. Today, it is making ten percent of its total revenue on advertising and marketing. It includes approximately $4 billion on social media promotions, commercials, sponsorships, and print advertisements. In 1894, the first outdoor wall advertisement to promote the drink was painted in Cartersville, Georgia.

The exclusive thing about Coca-Cola was that from the beginning, it tried to bring human connection through its ads. The company emphasizes making people feel their identity is associated with the product. Its celebrity endorsements have targeted a vast group of customers. Its endorsements included Ray Charles, Aretha Franklin, Magic Johnson, and Elvis Presley. It made the company an outstanding part of local culture which has skillfully attached the country’s history, music, movies, etc., and Coca-Cola became a household name.

Inevitable Part of the Food and Beverage Industry

Coca-Cola is popular for its key products Diet Coke and Coca-Cola. It owns 500 different individual brands worldwide. Along with owning these brands, the company successfully built strategic partnerships that helped it to grow exponentially. The list of successful partners includes McDonald’s, Subway, Domino’s Pizza, Burger King, etc. Furthermore, it has made partnerships with numerous venues around the world like stadiums, movie theaters, concert halls, etc. The company has been part of sponsorship programs for the Olympic Games.

Largest Producer of Plastic

The brand has been part of serious controversies and faced major criticism despite being one of the most successful brands in the world. Being a sugary drink, there were a few health concerns leading to type 2 diabetes and obesity. According to WHO, an adult should consume only 6 tsp of sugar every day; however, 1.5 cups of Coca-Cola contain twice the sugar. Due to this, the company has received a lot of criticism and negative attention.

It has been recognized globally as the single producer of plastic waste. Without a plastic disposal strategy, most of its plastic goes into the ocean and creates environmental disasters. The company started redesigning its bottle to use fewer plastics to reduce the amount of plastic used during the production process. Recently, it introduced a ‘Plant Bottle’ made from plant-based materials.

Social Media Powerhouse

(Credit – Pintrest)

Coca-Cola has millions of followers across the world, making it a social media powerhouse. The company leverages the social media platform to create awareness about the brand and strengthen personalized relationships with customers. In 2018, it committed to becoming the most optimistic brand on social media. Consumers appreciated this approach and embraced the transformation.

While having a powerful marketing team, it leveraged its millions of followers to create content on its behalf. By using creative hashtags (for example, the #shareacoke campaign) for the brand, it encouraged customers to post Coca-Cola-themed posts. Its social media performance is as follows:

• The company’s website is ranked 10th among the “Food & Beverages Category” and receives 1.8 million daily visitors.
• 8% of the total traffic comes from YouTube, which features promotional videos on the channel.
• The LinkedIn account has 6 million followers and regularly posts company updates for the business community.
• There are 3.3 million followers on its Twitter account, which consists of 300,000 tweets.
• The Instagram account boasts 2.8 million followers and promotes short stories about the brand.
• With a staggering 105 million followers, the Facebook account ranks as the 5th most followed account on the social media platform.

Key Takeaways:

Here are some key takeaways from the case study of Coca-Cola:

• The company’s long-term strategic plan includes focusing on developing countries to leverage their population and their needs. Consumer beverages have huge growth potential, which may revamp their operational network.
• Its advertising approach addressed human connections to bring more innovation and creativity to the world of advertising.
• Despite being criticized for having negative impacts on health and the environment, Coca-Cola continues to grow into the world’s number-one brand in the beverage category.
• The secret of its success lies in cracking strategic partnerships with successful brands and expanding its business all over the world.
• Within a few times, Coca-Cola was identified as an American icon by inserting its products into movies and television services. It became part of local culture and grew as a household name.

You don’t have to be a fast food fanatic to know what McDonald’s is, most people recognize what that yellow “M” stands for. Such is the brand presence of the world’s largest fast-food chain today.

The very first McDonald’s was opened on 15^th April 1955, in San Bernardino, California, by the siblings Richard and Maurice McDonald. At the time, it used to serve slow-cooked barbecue and had no indoor seating. Which is nothing like the McDonald’s of today. Despite the limitations, their business grew quickly, and sales numbers were impressive.

Soon the competition increased, and the brothers needed a plan to keep up with it. They realized that the majority of their sales were from hamburgers (over 80%). They decided to adopt a new strategy based on three factors: speed, lower prices, and volume. It also included a system called the “Speedee Service System” developed by the brothers, which helped their growth significantly.

To boost the operation speed further, they revamped their business into a self-service restaurant. It was the new McDonald’s where people ordered at the window and silverware and plates were replaced with paper wraps and cups. The Menu was cut short with just nine items that included: Hamburgers, cheeseburgers, three soft drinks, milk, coffee, pie, and potato chips.

Their new strategy worked. The brothers doubled McDonald’s profits and had numerous franchises in Arizona and California. Impressed by their growth and speedy operations, an entrepreneur named Ray Kroc approached them and became its franchise agent in 1954. He opened his first McDonald’s in Des Plaines, Illinois, in 1955.

How Ray Croc Became the Face of McDonald’s?

Ray Croc was a visionary man with a firm belief in innovation. In 1961, he bought the company from the McDonald’s brothers for $2.7 million. He then quickly became a major figure that represented the brand, overshadowing the siblings. After selling the business to Ray, the brothers started calling the original San Bernardino outlet—Big M. Annoyed by this, and to one-up the brothers, Croc opened the McDonald’s on the same block, eventually forcing the siblings out of business.

(Source-KULLAPONG-PARCHERAT-Shutterstock)

Croc predicted that the franchise business had huge potential, especially because of its easily replicable menu. Staying true to his vision, Croc founded the Franchise Realty Corporation which took care of the company’s real estate deals and also boosted the franchise numbers.

Many couldn’t connect the dots of QSR with Real estate. Turned out, it was the first CEO of McDonald’s Corporation who had educated Croc about how valuable real estate can be, and how it could benefit the brand. The same Corporation was also responsible for its popular items such as The Filet-O-Fish, Big Mac, and Egg McMuffin.

What Made McDonald’s Famous?

Ray Croc envisioned that there will be 1000 McDonald’s in the United States. If you look at the numbers today, there are over 38,700 restaurants in more than 100 countries. Many factors contributed to the popularity of McDonald’s, let’s have a look at them:

Menu Standardization

Historically, the McD Menu has undergone multiple revamps. The brothers wanted to simplify the menu and in doing so, they often went for dishes that were easier to make. In doing so, the menu became easy to replicate and appealed to potential franchise owners, and helped them expand their business through franchisees.

And if you are asking – how much is a burger at McDonalds, it can vary based on location and promotions. However, a McDonald’s hamburger is generally seen as a budget-friendly choice for a fast meal, which aligns with the company’s goal of offering value to its customers.

The Speedee system

You rarely have to wait in line at their restaurant to get your order. This is because of The Speedee system. The system was unlike anything other restaurants were using at the time. Instead of one expert cook, many unskilled people were employed that were capable of doing specific tasks. It allowed them to assemble the dishes and execute tasks quickly. Today, many restaurants have successfully adopted this system.

The Fast-Food Approach

(Source-mcdonalds)

Originally, the whole idea of the restaurant was built around fast food, where people would buy the meals and leave. Many methods were used to stop customers from lingering at the restaurant to make space for new ones. This unique approach also helped them increase their business.

Branding

The presence and the brand presence of McDonald’s is one of the best globally. The red and yellow colors of the brand are engraved in the minds of millions of people globally. Branding played a major role in this. Instead of directly positioning them as better than their competitors, the brand chose to highlight how it provides more value than everyone. The experience at the restaurant, and their advertisement all are made in such a way that leaves a lasting impression on you.

Adaptability

McDonald’s wasn’t an overnight success. The brand faced many blockades along the way to its success. To tackle some of the challenges, the restaurant curated and started to serve a menu based on what country and its culture. This helped them appeal to a wider audience and is one of the major reasons for their global success.

McDonald’s Brand Stats

(Source-thebrandhopper)

Locations

The restaurant serves around 40, 275 locations. That includes 118 countries and about 69 million people per day. Since 2012, their number of locations has increased steadily, from 34,480 to 40,031 in 2021. In just a year, from 2020 to 2021, the restaurant opened 833 locations worldwide.

Annual Revenue

Their Global Annual revenue figure for 2022 is $23.18 billion. This is a slight decline from 2021 when it reached $23.22 billion, the most year-on-year revenue increase for the brand in a decade.

Employees

The number of employees working directly for McDonald’s is 200,000. This excludes the two million people employed by the independent franchisees.

In 2012, 440,000 employees were employed, since then, the number of employees directly working for McDonald’s has decreased by more than 50%.

The biggest dip was seen in 2016 when the numbers went to 375,000, compared to 420,000 in 2015.

Popularity

The restaurant has seen a steady reduction in its number of employees and revenue figures in the last few years.

In the U.S. specifically, they have closed more stores than opened them. On the global front, however, the numbers are going upward.

From 2020 to 2021, the restaurant saw the biggest jump in its revenues, as it increased from $19.21 billion to 23.22 billion.

Customers

69 million customers visit McDonald’s daily.

The restaurant sells 75 burgers per second, and French Fries are their best-selling item, with around 9 million pounds of fries sold every day.

Source:Zippia

Best McDonald’s Ads

Open 24 Hours

McDonald’s cleverly advertised that they are open 24*7.

(Source-scrolldroll)

Sundial

The billboard showcased what McDonald’s dishes to have every hour, using the Sun. A brilliant idea.

Let the fries guide you

The fries were cut and designed in such a way, you will reach the nearest McDonald’s outlet after following the direction written on the billboard.

(Source-McDonalds-Canada)

Free Wifi

With the simple use of their fries, McDonald’s showcased the new feature of free wifi at their outlets. Simple, yet effective ad.

(Source-scrolldroll)

The Best Fries On The Planet

There’s a reason fries are the most sold item at McDonald’s. To showcase its popularity and taste, they used yellow lights in a unique way where it looked like a pack of fries bunched together.

(Source-scrolldroll)

McDonald’s Top Competitors 2023

Burger King

Burger vs. Burger, Burger King is probably the biggest threat to McDonald’s. The restaurant serves more than 18000 locations and 100 plus countries. Their main product is a Whopper against McD’s Big Mac. However, their menu does not stop there, they also offer similar items such as French Fries, cold beverages, coffee, and desserts.

Wendy’s

You’d often see McDonald’s vs. Wendy’s fighting it out on social media. However, that virtual fight also translates to the real world. Both of them have their unique traits when it comes to their menu. One example of that is Wendy’s square patty used in their burgers.

Wendy’s serves in more than 68000 locations globally. While McDonald’s is a much larger and recognizable (probably the most recognizable brand), Wendy’s with their relatively smaller reach still competes well against the fast food giant of McD.

Yum Brands

Yum brand handles multiple globally renowned Quick services restaurants. Including Pizza Hut, Taco Bell, and KFC (Kentucky Fried Chicken). A 2020 report stated that there are over 50,000 restaurants under the brand 290 brand-country combinations, with over 98% of their restaurants franchised. Both brands have opted for the franchising strategy to tackle food inflation, as it reduces capital requirements and improves earnings per share growth.

Subway

Founded in 1965, Subway is known for its sandwiches paired with fresh buns of bread. It also serves salads, cookies, along with other beverages and snacks. Both McDonald’s and Subway compete fiercely to stay atop the fast food chain industry in the U.S. and globally. Currently, Subway serves more than 37,500 locations in over a hundred countries.

Chipotle

Did you know? McDonald’s was a major investor in Chipotle in its early days in 1998. McDonald’s sold all its shares in 2006 and divested itself. 

Chipotle is a fast-casual restaurant chain that serves tacos, burritos, bowls, and salads. It operates over 2800 locations around the globe. Unlike McDonald’s, none of its restaurants are franchised. As of 2021, Chipotle’s market cap was $52.3 billion.

Current Day McDonald’s

McDonald’s has changed drastically since its inception. However, its speedy service and franchising approach remain major factors driving the brand forward globally. From slashing Menus to introducing new items, its calculated moves have successfully helped the brand preserve its stronghold in the industry. Despite so many emerging players, McDonald’s remains one of the major players to beat in the QSR industry.

An alluring weekend vibe is about a bunch of friends visiting your place to watch your favorite sports team play. The fun is boosted up when you have ordered pizzas and Pepsi bottles are waiting for you in the refrigerator. A few hours later, just to pass the time after half-time, you get Lay’s packets for munching and more Pepsi bottles. How does it sound? Before you go into the past and crave the taste of pizza, Pepsi, and Lay’s, we bring your attention to the interesting story of how these products reach you. In this article, you will read about the journey of PepsiCo, a parent company of Pepsi, Lay’s, and many other products.

Crucial Moments in PepsiCo’s History:

A leading food and beverages company, PepsiCo has come so far and in this section, we are going to throw light on the significant moments that pushed it to where it is today: 

• 1898: Pepsi-Cola was invented by Caleb Bradham
• 1965: PepsiCo, Inc. was founded by Donald M. Kendall, the CEO of Pepsi-Cola, and Herman W. Lay, the CEO of Frito-Lay
• 1967: The Pepsi Generation advertising campaign started
• 1976: After being introduced in Dallas, Texas, the Pepsi Challenge became a national campaign
• 1981: Nutritional labeling began for Frito-Lay
• 1988: “The Choice of a New Generation” found Michael Jackson as its spokesperson
• 1988: Doritos, produced by Frito-Lay, became the best-selling snack chips globally
• 1991: Singer Ray Charles and the Uh-Huh Girls were featured in commercials
• 1993: Freshness dating was introduced by Pepsi-Cola
• 1996: PepsiCo.com and Pepsi Stuff were unveiled in
• 2000: The Pepsi Challenge was revived
• 2002: Gatorade ICE, Go Snacks, and Pepsi Blue were introduced by PepsiCo

Pivotal Factors Contributed to PepsiCo’s Business Breakthrough

(Credit-PepsiCo)

With a splendid combination of unique vision and strong management, the brand is dominating not just the food and beverages industry but also other companies in the world. One of the key factors that led to the growth of the company is that it never loses touch with changing trends and lifestyles. In this part, we will shed light on such factors:

• The Pepsi Challenge: The company announced a ‘Pepsi Challenge’ in which consumers were invited to taste the Cola drinks blindly. The campaign was a huge success for the company leading to earning a greater share of profit from the market. Through this event, it challenged the giant of the beverage industry Coca-Cola.
• Diversifying the products: In 1990, PepsiCo decided to diversify its products and manufacture beyond soft drinks. It acquired brands of snacks such as Frito-Lay, Quaker Oats, and Tropicana. Furthermore, the products were expanded into other categories such as sports drinks and energy drinks. This move gave the company an extra edge over its competitors and built a well-rounded association whose sales were less reliant on soft drinks.
• Strategic Acquisition: PepsiCo was involved in several strategic acquisitions that expanded its business and helped to enter into new industries. One of the best examples of acquisition is buying the Russian Juice and Dairy company Wimm-Bill-Dann due to which it gained a foothold in the Russian market.
• Consistent Innovation and Global Expansion: Currently, PepsiCo operates in 200 countries and reaches new customers by tapping into emerging market economies like India and China. Moreover, it never fails to innovate and propose new products in the market. Its new products Pepsi Max and Pepsi Next are for health-conscious consumers.
• Sustainable Business Practices: PepsiCo is taking serious steps towards environment conservation that includes sustainable business practices. It encompasses reducing carbon footprint, conserving water, and promoting recycling. Now, the company has attracted environment-conscious customers and became the leader in corporate sustainability.
• Digital Transformation: PepsiCo is investing heavily in digital transformation by using technology to improve marketing strategies and supply chain management. Its digital tools are improving inventory management and reducing delays in product delivery. The company is using social media platforms innovatively by using various hashtags in its campaigns.

Lastly, PepsiCo’s ability to adapt to changing customer needs and preferences directed its global expansion and strategic acquisitions.

New Acquisitions of Pepsico

PepsiCo has become a colossal competitor in the fast food, snacks, and beverages market since it has acquired three restaurant chains that consist of Pizza Hut, Taco Bell, and Kentucky Fried Chicken (KFC). However, a few years later, the company sold them and introduced several new drinks namely, Diet Pepsi, Pepsi Free, and Slice. Furthermore, it has signed the world’s most talented and famous superstars like Michel Jackson. In 1940, the company announced its first radio jingle, called “Nickel Nickel”.

Challenges Faced by PepsiCo

(Credit-PepsiCo)

In 1980, PepsiCo faced a difficult time of uncertainty and scandal. Its employees in Mexico and the Philippines were caught in a scandal where they submitted false documents. Documents showed that the company was making more money than it recorded. The incidence reduced the share market value of the company and decreased its profit by 25%. After a few years, it changed its recipe to a century-old syrup and introduced a new taste of the product called New Coke. However, its loyal customers trolled the new product and asked to come back to the old one.

Success of Pepsi

Consumers enjoy Pepsi because of its engaging and entertaining commercials. Similarly, Pepsi became more successful than other products because of its commercials. It debuted ads during most rated television programs. The company spent 6 million dollars advertising its drink through celebrities on an annual basis. Due to this, it stayed ahead of the Cola race and PepsiCo became the largest searched company over the internet. Celebrity endorsement and sponsorship of sports companies enhanced the brand appeal of Pepsi and made a deeper connection with customers.

Marketing Strategies of PepsiCo

Practically speaking, the cola race has occupied a major share of the beverage market. PepsiCo’s success and growth can be attributed to its advertising and marketing strategies. Here are four marketing strategies every business can learn from the company:

1. Investing in the right channels: According to PepsiCo’s report, the company has increased its global market share by 12% in 2019. A major part of this goes to digital marketing and advertising. However, it is spending on traditional market strategies like television advertisements and posters. Recently, the brand is finding a connection with social media customers and became more conscious about customer services.
2. Choosing the right sponsorship: In addition to promotional campaigns, PepsiCo focuses more on choosing the right sponsors and partners. In 2016, the company partnered with the Board of Control for Cricket in India (BCCI). In 2017, it partnered with UEFA Champions League for the second time.
3. Attract all kinds of customers: PepsiCo does not focus on specific customers, as it takes care of all types of them. The company is expanding its nutritious products to target health-conscious consumers. Its wide portfolio is full of a variety of products that have delicious tastes and flavors. It keeps following new trends in packaging and updating designs.
4. Purpose-related marketing: The company attracts socially conscious customers by featuring purpose-related marketing. Its environment-oriented campaigns build community engagement. #PepsiCoRecycling campaign is raising awareness about the importance of waste management.

Through a multi-channel approach, celebrity endorsement, social media engagement, and creative campaigns, PepesiCo strives hard to maintain its position as a leading player in the food and beverages industry.

PepsiCo vs Coca-Cola

(credit-linkdin)

PepsiCo and Coca-Cola have a strong presence in not just the beverage industry but also in the fast food and snacks industry. However, there are notable differences between both of them in terms of marketing strategies, brandings, and product offerings.

In conclusion, there is a lot more competition in the market today in the food and beverages industry. The company is coping with the changing trends and upcoming challenges. It is achieving new heights of success with breathtaking innovations and experiments. If you want to grow your business like PepsiCo, you can refer to this article as a good case study and implement its strategies for a bright future for your business.

It was a lazy Sunday evening and I literally had nothing to do so one of my roommates asked me to go window shopping at the new mall. After entering the mall, I started checking these fashion brands, Armani, Prada, Burberry, Levi’s, Gucci, etc., and Gucci’s unique logo, GG captured my attention. I found it interesting and exclusive as other brands explicitly talk about their name, however, its symbol included a double G. I immediately ran to my best friend (Obviously, not my roommate), Google, and researched it.

This is how I got to know about Gucci. Since it is a popular luxury fashion brand and I was in the mall only for window shopping, I did not take an effort to go and check Gucci products. Bags, shoes, sunglasses, perfumes, etc. are famous and some of us can only dream of buying them once in a lifetime. However, many celebrities and aristocrats are loyal customers of the brand. This made me think what is so special about the brand? Well, I have tried here to tell you what I received as an answer. In this article, you will learn what made Gucci successful and popular among elites.

Most Renowned and Influential Fashion Brand

In 1921, Guccio Gucci founded this Italian luxury fashion brand. Today, it is one of the most renowned and influential fashion brands. In this section, you will travel into the journey of Gucci and learn what made the brand successful.

(credit-gucci-website)

• Guccio Gucci established the brand as purely leather goods oriented that received higher popularity among elite society and affluence class. After his death, the business was expanded by his sons, and new stores were expanded in Milan and New York City.
• In the 1960s, the brand launched a new logo which included a double-G, and the brand received recognition at the international level and became one of the favorites among celebrities.
• After 20 years, in 1980, the brand suffered a decline in product quality due to a family crisis. However, it never lost its elevated status in the fashion industry. Its fortune took a turn when Tom Ford, an American designer became the creative director.
• Gucci experienced a remarkable resurgence under Ford’s guidance and expanded product range. It is best known for its provocative and boundary-pushing advertising campaigns that included the “Flora” scarf and the “Bamboo” bag.
• In 2004, when Frida Giannini took over as creative director, she embraced the brand’s heritage by infusing a contemporary and feminine touch into the designs.
• Today, Gucci is one of the leading luxury fashion brands in the world. Its influence has gone beyond the fashion world and become the symbol of an elite lifestyle. The brand has entered into home decor, beauty, and even a restaurant.

Most Advanced Marketing Strategies

Gucci has never failed to meet its commitment to consistent innovation and luxurious offerings. It is an emblem of Italian luxury, craftsmanship, and creativity. Its rich history and ability to evolve with the times have secured its position as one of the most coveted brands in the fashion industry. It has employed a variety of marketing strategies to reach to number one position. Some of them are as follows:

• It has carefully crafted its brand image coupled with innovation and Italian heritage. Most of its ad campaigns entail inspiring stories of the brand, runaway shows, collaborations, and creating a compelling lifestyle around the brand.
• The brand combines classic designs with contemporary elements, distinctive prints, and unexpected details which set it apart from its competitors and maintain its allure to keep customers engaged.
• Gucci embraces social media to stay in touch with global clients and maintained a strong presence on Instagram, Twitter, YouTube, etc. It has partnered with social media influencers and celebrities to attract young audiences.
• In the past, it had successfully collaborated with designers, artists, and brands from various fields to frame limited-edition products and collections.
• The brand has given social responsibility and sustainability priority right from the start by supporting philanthropic activities. You might have heard of Gucci Changemakers Program which promotes diversity and inclusivity within the fashion industry.

These are the strong brand marketing strategies at which the brand had excelled. It has maintained its strong brand identity, embraced innovation, and engaged with consumers through compelling storytelling.

Glamorous Gucci Products

Gucci caters to a wide range of products including fashion, accessories, footwear, beauty, and home decor. Let us dive into the ocean of these products and explore how far it has come in the industry:

(credit-gucci-website)

1. Handbags and accessories: You might have seen Gucci bags in any female accessories store. In the late 1950s, the brand had become popular for bamboo-handled bags, which featured natural bamboo handles and leather exteriors. This bag became a symbol of elegance in that era and soon, it launched ‘Flora’ features that showed vibrant floral patterns. It has captured the market of belts, sunglasses, jewelry, etc. 

2. Ready-to-wear clothing: Gucci offers a combination of luxury and fashion-forward designs. In the 1970s, it became famous for its iconic ‘GG’ logo which was featured on clothing items like dresses, jackets, shirts, etc. Eclectic layering, vibrant colors, etc. made its clothing collection stand different from others.

3. Footwear: Gucci shoes are the most popular among celebrity consumers. However, it has a wide footwear collection that goes beyond shoes and includes horse-bit loafers, introduced in the 1950s. It was acknowledged as an iconic piece of footwear recognized for its timeless elegance and signature horse-bit hardware. These loafers have remained popular and have been reinvented in various materials and finishes.

4. Beauty Products: This is something unusual for any fashion brand as beauty products predominantly conquer the cosmetic industry. However, Gucci is an exception, it has launched men’s and women’s perfumes; known for its unique fragrances. The products have captured the essence of the brand and launched makeup products with exciting colors, and unique scents.

5. Home Decor and Lifestyle: The brand has expanded into the field of home decor to create a luxurious and stylish living environment. Its collection includes furniture, tableware, decorative objects, and textiles. These products have vibrant designs that can upgrade the lifestyle status of their consumers.

These products have evolved according to time; they can blend timeless elegance with innovative and latest designs. From its iconic handbags and accessories to its ready-to-wear clothing and furniture, the brand fulfills its commitment to customers by offering unique and luxurious products.

Overcome Challenges

Every brand that had made big in the market, had faced several challenges and Gucci is not an exception. It had to overcome various difficulties to stabilize its business in the international market. Other than the above-mentioned challenge of declining product quality due to a family crisis, the brand has faced several other difficulties in its journey.

(credit-gucci-website)

• Overexposure: In the 1990s, it faced challenges regarding brand dilution and overexposure. Due to the excessive use of the ‘GG’ logo on various products, associated with a gaudy and tacky aesthetic, Gucci faced loss in the market. Gucci products were widely copied and fabricated due to their overexposure and it impacted the exclusiveness of the brand.

• The decline in sales: The brand faced financial difficulties due to a decline in sales as the brand struggled to compete with other fashion brands and the customers found its products outdated that lack innovation. Soon, its loyal customers turned out to choose another brand to enhance their definition of a standard lifestyle.

• Lack of creativity and direction: Before Tom Ford was appointed as creative director, Gucci encountered a lack of creativity and direction. This put the brand into substantial revenue loss and damage to the reputation of the brand. Furthermore, it fought with counterfeiters and took huge efforts to protect its intellectual property rights.

• Injustice to legacy: The popular historic brand couldn’t cope with the changing time in the beginning. It had to tackle the issue of balancing its legacy and modernity with updated designs in the modern world. If it wished to stick around its legacy and heritage then it could face the loss of younger consumers who want updated products with designs. However, Gucci decided to go with modern designs and attracted new consumers at the expense of giving injustice to its legacy.

Despite infinite challenges and struggles, today you can see Gucci as one of the topmost brands in the market. Tom Ford, Frida Giannini, and Alessandro Michele played crucial roles to bring it to the position today it is. All of them reestablish it as an influential brand in the fashion industry.

FAQs

1. Who Owns Gucci?

Currently, the French luxury group Kering owns the brand which purchased an $8.8 billion stake in the iconic Italian fashion brand in 2004. Artémis is Kering’s leading shareholder who holds a majority share in the country through the parent organization.

2. What does Gucci mean actually?

The brand has become the symbol of not just fashion luxury but also a common form of slang. Though it is the name of the founder, in a common vernacular language it explains something like ‘doing well’. You might have observed how famous rappers and singers often use it in their music compositions. It interprets history with boldness and opulence.

3. What is the meaning of Gucci’s logo?

GG as a logo is regarded as the fanciest symbol in terms of branding. Aldo Gucci designed the logo in the memory of his father. The use of two G in the logo signifies the initials of Guccio Gucci, founder of the company.

4. Which Gucci was murdered?

Maurizio Gucci, an Italian businessman was once head of the Gucci fashion house. He was the grandson of the company’s founder and son of actor Rodolfo Gucci. He was murdered by a hitman hired by his former wife Patrizia Reggiani on 27 March 1995.

5. What is Gucci’s unique selling point?

Like every other organization, Gucci has a unique selling point, its unparalleled craftsmanship. Lip-flops, shoes, and belts are its top three products explored by customers. Its brand value is $12.7 billion and the exclusive quality of being recognized at the international level enhances its sales.

Once upon a time, Lenovo held its meetings in a guard shack in China. Now, a multinational tech brand, a thing like that is hard to comprehend, but it’s true. Liu Chuanzhi and his ten engineers founded the company in Beijing, China, in 1984 with just $25,000. With an initial focus on television, the brand is the largest PC maker in the world today. That’s not it, its products such as laptops, tablets, smartphones, and more are known for their reliable nature.

The global brand recognition achieved by the company wasn’t a fluke. The fascinating journey that led to this point was nuanced and filled with special anecdotes. And we are going to take you through this journey with the help of this case study.

Key Moments from Lenovo’s History

Timeline

1984:

Lenovo was officially founded. On the same day, it got the Chinese government’s approval.

1985:

The organizational structure was established just after the Chinese New Year. In the same year, the company started manufacturing its personal computers under the brand name ThinkPad.

1994:

It was known as Legend at the time. This year, the company became publicly traded after a $30m million USD Hong Kong IPO. Many analysts had positive thoughts on the company before the IPO. On the first trading day, the company stock price hit a high of HK $2.07 and closed in on HK $2.00.

The company used the earnings from this offering to finance its sales offices in Europe, North America, and Australia to expand its presence and make its production and development better. In addition, the offerings were also used to increase the company’s working capital.

1996:

For the first time, the company became the market share leader in China. Becoming a market leader in the same year, the company started selling its own laptops.

2000:

A Lenovo computer, Tianxi, was released in 1998. It was designed to make computer access easy for inexperienced Chinese consumers along with access to the internet. The internet access feature was enhanced by a button that instantly connected users to the internet by opening the web browser. 

The Tianxi was co-branded with China Telecom and came with one year of Internet service. The Tianxi came to life after an intensive 2 years of research and development. Its visuals were pastel-colored, it had a shell-shaped case and a seven-port USB hub under its screen. It was the best-selling computer in China’s history with more than 1,000,000 units in this year alone.

In 2000, the company also introduced its ThinkPad line-up of laptops.

2005:

Lenovo acquires IBM’s PC division, which also includes ThinkPad. This was a move that helped them establish itself as a major player in the global PC market and helped the company expand its reach outside of China.

2006:

Lenovo relocates its headquarters from Beijing to New York. After a restructuring that followed its IBM purchase, the company was the third largest manufacturer next to Dell and Hewlett-Packard. 

In March 2006, the company announced its plans to shift its headquarters to Raleigh. The company was also cutting jobs of 5% of its employees, which is around 21,000 people.

This year, it sponsored the 2006 Olympic Winter Games held in Italy’s Torino, with 5,000 desktop PCs, 350 servers, and 1000 notebook computers supplied.

Launched the first Lenovo-branded PCs worldwide.

2009:

The company sold its smartphone and tablet division in 2008 for $100 million USD to focus on personal computers and later paid $200 million USD to buy it back in November 2009.

The mobile division was already ranked 3^rd in unit share in China.

The company invests CN¥ 100 million in seed funding dedicated to mobile application development for its LeGarden online app store.

2010:

The company introduces its first smartphone, LePhone.

As of this year, LeGarden had over 1,000 available programs for the LePhone. Similarly, LeGarden had 2,774 individual developers and 542 developer companies as members.

2011:

The company joins hands with Japanese electronics firm NEC to produce personal computers. The companies agreed to establish a new company called Lenovo NEC Holdings to be registered in the Netherlands, said a statement.

NEC gets $175 million USD in Lenovo’s stock. It was planned that Lenovo’s stock would be a 51% stake in the venture, and NEC would have 49%, with the former having a five-year option to extend its stake.

2012:

The company announces an investment of $793 million USD in the construction of a mobile phone manufacturing and R&D facility in Wuhan, Hubei. In the same year, the company became the largest smartphone vendor in mainland China.

2013:

The brand becomes the number one PC Company and ranks 329 in the Fortune 500 list of the world’s largest companies. Later, the company acquires CCE, one of the top consumer electronic companies in Brazil.

Furthermore, it was now the world’s #3 smartphone company.

2014:

The company purchases mobile technology-related patents from NEC in April 2014. Later, the company purchases IBM’s line-up of x86-based servers along with IBM System x and IBM BladeCenter.

2015:

Lenovo reveals its new logo in Beijing with a slogan­- Innovation Never Stands Still. In the same year, the company sells its 100 millionth ThinkPad and also became the number 1 PC maker globally.

2016:

The company partners up with Fujitsu, and the Development Bank of Japan (DBJ) to form a joint venture, where Fujitsu sold 51% of its stake to Lenovo and DBJ acquired a 5% stake.

2018:

Lenovo and NetApp partner up and announce a strategic partnership and joint venture in China. As a part of the deal, the company starts two new storage system lines, DM-Series, and DE-Series with a combination of their hardware and NetApp software. In the same year, it became the largest provider of the TOP500 supercomputers globally.

2020:

The company became a preferred data center innovation provider for DreamWorks Animation beginning with Trolls World Tour.

2021:

The company files an application to issue Chinese depository receipts, representing recently issued ordinary shares, to then list them on Shanghai Stick Exchange’s Science and Technology Innovation Board.

On the same day of getting accepted by the Shanghai Stock Exchange, the company withdrew its application to list on the exchange with the reason of the possibility of the validity of financial information in its prospectus lapsing.

2022:

The brand continues to improve its profitability along with its revenue figures.

Top Competitor of Lenovo: HP

Hewlett Packard, HP, is one of the toughest competitors of Lenovo. HP is headquartered in the USA, California, and specializes in software and hardware components, printers, PCs, and IT consultation services.

Lenovo vs. HP has always been a fascinating rivalry in the tech, and the world of computers, due to the immense capabilities of both companies. One might ask, which one is better Lenovo or HP? While the answer to that question is subjective, both brands offer a set of services that cater to consumer needs with their range of products.

Lenovo Laptop Controversy-Superfish

(Source – unplash)

Like most brands, Lenovo also had its fair share of controversies, with Superfish catching the most attention and backlash. What was the Superfish controversy? Let us explain.

The company installed a third-party adware program, called Superfish on its laptops between September 2014 and February 2015. The program’s aim was to display targeted ads based on users’ browsing activities.

Superfish used a technique called SSL hijacking, which intercepted secure HTTPS connections which potentially exposed sensitive user data, increasing the risk of a cyber-attack. Furthermore, the self-signed root certificate of Superfish enabled the program to issue unauthorized certificates for any website, making users a soft target for attacks.

Once the phenomenon of Superfish caught the public attention, it understandably caused a huge controversy. Customers and privacy advocates around the world raised questions over the problematic nature of the program that put sensitive user data at risk.

The company faced legal action for Superfish, with class-action lawsuits, over allegations of deceptive practices and violation of user privacy. Further development was made by the security researchers to remove the adware from the concerned systems.

As a response to the controversy, Lenovo issued an apology and acknowledged Superfish’s security risk. To remedy things, the company released a tool that would remove the adware and instructed users on how to uninstall Superfish. Additionally, the company made efforts to make its software and products more secure.

Lenovo Best Ads

1. For Those Who Do

(Source – behance)

The campaign, on the theme of “For Those Who Do” was published in November 2011. The ads delivered the message perfectly with the variety of photos and videos.

2. Different is Better

(source – behance)

The ad campaign highlighted Lenovo’s designs and innovation. It shed light on the uniqueness of their products compared to their competitors.

3. Claim Your Voice

(source – adsoftheworld)

The campaign showcases female gamers’ negative real-life experiences and the gaming community’s biases toward them. It highlights how women change their voices or hide their gender to avoid harassment and other negative experiences. Additionally, the campaign underlines the need to create a safe and thriving environment for women in gaming.

Conclusion

Lenovo is known for its innovative products at relatively economical prices that are worth relying on. The brand is continuously empowering people all over the world with its diverse products, leading everyone toward a better future with its smart technology that is also sustainable in the long term.

Calvin Klein is a globally acclaimed fashion and lifestyle brand with a huge cultural impact. The brand, also known as CK, positions itself as futuristically bold and displays minimal aesthetics through its conspicuous designs. Today, CK nourishes unique ideas that carry values that revolve around authenticity and individuality, and impact the global population significantly.

Calvin Richard Klein, along with his childhood friend Barry Schwartz as a partner, founded the company in 1968. In just a few years, the brand brought the American Fashion scene into conversation with the notorious Paris all by itself, revolutionizing the way people perceived fashion. Initially, the brand majorly focused on outwear, but now it has ventured into more categories such as jeans, perfumes, underwear, and others.

The Fire-like CK Craze

It may sound crazy, but the first order CK ever received was by accident. A man named Bonwit Teller, with intentions of buying a coat, mistakenly entered the CK store, wooed by their trench coat collection, he placed an order worth $50,000. It was this particular order along with a feature in Vogue that helped CK grab people’s attention.

From only making outerwear such as coats, CK shifted into sportswear, giving birth to a widely familiar “The Calvin Klein Look.” It was the fine fabric, immaculate usage of colors, and fairly affordable pricing that distinctively set CK apart. It specifically caught the eyeballs of American women who happened to find the alternative clothing impractical and were unhappy as a result of that.

(Source – Calvin Klein)

On the other hand, it didn’t take long for CK to attract male customers either, thanks to the relaxed yet masculine design, which was perfectly in line with the health and fitness enthusiasts of the time. Gaining popularity rapidly, it was just a matter of time before the word spread, and both the general public and the fashion press were now buying the CK line. What’s more, the fashion press even awarded CK with the prestigious Coty award, and not just once but for three consecutive years, from 1973 to 1975.

In over five decades of CK, it was the 80s that sparked the peak popularity of the brand globally. Magazines like the “People Magazine” projected CK to reach 72 million dollars in its 1982 issue. In the 90s and 2000s, however, the brand was helped by the globally popular award shows like the Oscars and other popular events, where people noticed the celebrities and supermodels wearing CK outfits on the red carpet. They exhibited glamour through minimal CK designs.

Today, Calvin Klein is owned by PVH Corp. As we are halfway into 2023, the CK brand continues to tinker with innovation in the marketing and digital platform space. To gain further popularity, the brand over the years has found ways of turning even a little bit of controversy or slip-ups into marketing the brand further.

The Positive Side of Calvin Klein Ads

The CK brand has an advertisement style that is very unique to itself. Here are 6 Non-Controversial Ad Campaigns by Calvin Klein that caught the attention of the public:

• 1. Mark Wahlberg: Calvin Klein Underwear, 1991
• 2. Kate Moss: Calvin Klein Underwear, 1993
• 3. Kate Moss: Calvin Klein Obsession Fragrance, 1993
• 4. Christy Turlington: Calvin Klein Collection, 1996
• 5. Justin Bieber & Lara Stone: Calvin Klein Jeans, 2016
• 6. Kendall Jenner: My Calvins Campaign, 2016

Making a Difference with America vs. Paris

Calvin Klein’s minimalist approach is something that continues to stand the test of time. The fact that CK brought American Fashion into contention with Paris was huge. In the 1970s, CK created the biggest buzz for designer jeans, and later transformed the way fashion advertisements are done in the 1980s. Today, whether it is innerwear and outerwear or perfumes, CK has turned itself into a powerhouse of a brand across the globe.

Perfecting the game of Turning Negative into Positive

 (Source – Calvin Klein)

CK isn’t alien to controversies. The brand has historically been involved in numerous controversial ad campaigns, getting caught in negative publicity. However, some of these ads have also helped the brand reach more people who later turned into its customers.

1. Brooke Shields 

In 1980, a 15 year old Brooke Shields appeared in a CK Jeans ad campaign. The combination of her young age and the tagline “You want to know what comes between me and my Calvins? Nothing.” caused one of the biggest controversies in the brand’s history. The commercial was later banned by ABC and CBS in New York.

2.  Kate Moss

The 1992 CK ad starred Kate Moss and Mark Wahlberg. In the ad Kate Moss was topless. Because Kate was just 17 years old at the time this ad was shot, the campaign led to some controversial moments.

3. 1995 Jeans Ad

This particular advertisement was shot by a well-known photographer Steven Meisel. The models, shot in a wood-paneled room, were criticized by people for resembling an amateur pornographic video. The critics included parents, child welfare authorities, and the American family welfare association.

Furthermore, the justice department investigated whether CK violated any child pornography laws, but the case was dropped after concluding that the models were adults.

4. Eva Mendes

In 2008, a CK ad saw Eva Mendes starring for their perfume line, Calvin Klein Obsession. It turned out, the ad was deemed too bold for the mainstream media at the time and eventually got banned from television.

5. Justin Bieber

This was a new kind of controversy, even for CK. When Justin Bieber was featured in 2015 in a CK ad, many people accused CK of photoshopping his body, where it looked so chiseled, it didn’t look real enough.

CK fighting with the Industry-Best

The fashion field is full of fierce competition, with luxury brands competing for the lead. Each brand carries its unique style, mission, and appeal that continues drawing people. Many of these brands have almost a ‘cult-like’ following, however, each brand is always keen on bringing in fresh customers, and competition is a part of that game. Here are some of the fashion industry’s top dogs that Calvin Klein competes with:

(Credit – Park Jong Ha) (Source – Calvin Klein)

1. Ralph Lauren

Ralph Lauren is a globally recognized brand in the luxury space. The brand has over five decades of experience and is one of the most highly regarded brands in the fashion world, known for its distinctive product range.

2. GUESS

Established in 1981 by the Marciano brothers, GUESS is often associated with a young, bold, and adventurous lifestyle. The brand offers a variety of luxury clothing that appeals to all genders and is known in over 80 countries globally, notably for its denim, apparel, and accessories.

3. Giorgio Armani

Emporio Armani, widely called ‘Armani’, is a renowned fashion and lifestyle brand, founded by Giorgio Armani in 1975. Giorgio started his career as a window dresser and developed this giant brand along the way, with the help of his detailed knowledge of fabric and design. The company offers luxury garments, apparel, jewelry, and aftershaves, often described as sophisticated and timeless.

4. Gucci

Founded in the city of Florence, Italy, Gucci is among the global frontrunners of luxury brands. Currently, the brand is part of the global luxury brand Kering and embodies creativity, Italian craftsmanship, and innovation.

5. Chanel

Chanel is a French luxury fashion house, founded in 1910 by Coco Chanel in Paris. The brand is among the world leaders in creating, developing, manufacturing, and distribution of luxury products. Along with its quality products, Chanel is also known for popularizing turtle necks and the famous “Chanel Suit.”

6. Versace

Founded in 1978 in Milan, Versace symbolizes Italian luxury on a global stage and is a prominent name in the fashion world. The brand designs, manufactures, distributes, and retails its fashion and lifestyle products. Additionally, the brand also produces a range of eco-conscious products for a better future.

CK’s Revenue Churn Out

The PVH group acquired Calvin Klein in 2003, and over the years, the CK brand has reached some impressive revenue figures. In 2021, CK yielded 3.7 billion U.S. dollars globally for PVH. Later in 2022, CK’s peak revenue reached the figure of $460.0M. When compared to 2022, CK saw an increase of 3% in 2023. Additionally, CK’s revenue per employee ratio is $459,540 for the 1,001 employed people.

Impacting Generations through Fashion

Calvin Klein introduced American minimalism to the world. While the brand has evolved quite a lot since then, its minimalist approach, with a hint of innovation, remains at the core of CK products today. In terms of designs, the brand has majorly followed the route less traveled, or not-so-traveled, making CK a unique prospect in the fashion industry. The fashion industry has enough giant brands fighting with each other, yet CK remains a household name today.

Are you crazy about riding motorcycles? If yes, it might be one of your dreams to take a road trip with a Harley Davidson bike in the mountain areas. The bike gives you the experience of pleasure and adventure while enjoying the scenic beauty at the same time. Nobody will disagree with me if I say Harley Davidson bikes are the best in the world.

Their motorcycles are the perfect combination of a beautiful body framework, excellent engineering, and a smooth ride. Hardcore bike lovers, when looking to buy a motorcycle, often don’t settle for anything less than Harley. In this article, we’ll take you on a ride to show the journey of Harley Davidson from a bicycle brand to a motorcycle legend loved by all.

Competition with Global Market

Founded in 1903, Harley Davidson is one of the few American companies that survived the Great Depression in 1930. It was established in one of the towns in the United States of America named Milwaukee in Wisconsin. The company experienced multiple changes in terms of leadership and subsidiary arrangements. When there was serious competition in the global market, especially from Japan, Harley Davidson saw its poor quality bike production in the market. However, it did not affect the ever-growing graph of the company’s success. Harley Davidson inspired more bikers across the world and people started joining its fan club, showing off their bike riding skills.

Rising through War Time

The origin of the company can be traced back to 1901 when William S. Harvey decided to use a small engine capable of displacing 116 cc flywheels for manufacturing pedal-powered bicycles. For another two years, William, along with his childhood friend Arther Davidson kept on tinkering with the engine. The journey of one of the most iconic motorcycle manufacturers in the world began when the process of engine-making was finished. When the USA decided to participate in the First World War, the demand for motorcycle users increased. Harley Davidson sold more than 15000 motorcycles to the US military during the war.

In fact, during Second World War, the government again asked Harley Davidson to serve in the military. The company provided more than 90,000 motorcycle bikes to the military, probably one of the highest demand to date. However, when American Machine and Factory purchased Harley Davidson in 1969, the company lost its reputation for manufacturing reliable and quality motorcycles. The American Machine and Factory reduced the mass production of bikes and fired most of the workers which lowered the bike quality and made them inferior to their Japanese counterparts. Soon, the company became bankrupt and it was difficult for it to survive. However, the veteran didn’t bog down and kept coming back, ultimately making way for itself in the market again.

Pioneer of ‘Chopper Motorcycles’

In the beginning, Harley-Davidson manufactured large, air-cooled cruiser motorcycles with powerful engines with a minimum displacement of 700cc. This model of motorcycles brought the trend of the “chopper” motorcycle style that underwent mass production and was customized to complement the rider’s desires and specifications. They were well-known for the personalized bike specifications company offered for buyers.

Popular Models of Harley Davidson

• Harley Davidson Fat Boy 114
• Harley Davidson Sportster S
• Harley Davidson Street Glide Special
• Harley Davidson Pan America 1250
• Harley Davidson Nightster

Ravishing Retro Looks

One thing that fascinates most people about Harley-Davidson bikes is their retro look. In addition to customization, the company wants its customers to enjoy the retro look which takes them back into the era and relives nostalgia. The company is acknowledged for durability, comfortable ride, and most significantly, the reliability of its engines because safety is everything. Most of the bikes have an engine above 700cc segment and use the V-twin engine which is a perfect blend of power and longevity.

Marketing Strategies

There are different marketing strategies that worked well for Harley Davidson and made the company what it is today. They include:

• Freedom and Individualism: Harley has always portrayed itself in the ads as a free bird. It characterized the quintessential value of human beings like freedom and individualism. The way its brand is different, it shows how every rider is different. This strategy gave bike owners a wide canvas to explore who they are.
• Symbol of Courage: Harley and Davidson created sports bikes in an era when there were no proper roads and racing tracks. Both of them went ahead and dared to innovate something that was way ahead of the time. It was a courageous thing to do that, and today, road trips with Harley are encouraged as a lifetime adventure.
• Listening to Customers: What makes Harley Davidson different than its competitors is that it listens to its customers and respects their opinions. The company undertakes surveys to collect data about customer preferences. They call it ‘real-time market research.’ The research provides a unique approach to studying customer behavior.
• Focused on Creating Own Community: Harley Owner Group (HOG) is a sponsored community marketing club which is operated by Harley Davidson. It is for those enthusiast bike riders who are loyal customers of the company. The group promotes company products as well as encourages a posh lifestyle.

Statistics of Harley Davidson Bikes:

Revenue Totals for the last five years

Harley Davidson Motorcycle Sales in the last five years: 

Keeping up with the Quality

Harley-Davidson is one of those brands in the market that has good manufacturing quality and designs that fulfill the requirements of customers at a low cost. However, the company has faced numerous challenges throughout its journey. As mentioned earlier, during the 1970s, it experienced tough times as its market share was declining due to the poor quality of its bikes. The American Machine and Factory company desired to take advantage of the market situation and raise production by neglecting its supply chain management. The company suffered vigorously in maintaining its quality, however, it recovered to become the sole surviving heavy-weight motorcycle-producing company.

Just in Time Management

In 1981, Harley Davidson appointed new personnel at the management level. The company launched new production schedules that surged inventory turns from 16 to 28 million. It focused on improving relationships with suppliers and building better supply chain management. Thereafter, the company introduced “Just in Time Management” which helped it to achieve continuous advancement in quality and quantity. It increased the product development efficiency which dropped the cost and ultimately the sale was increased.

Harley Davidson has become a leader in the market not just in terms of producing and selling motorcycles but also as a perfect example for upcoming startups to follow. The foremost accomplishment of the company is quality improvement and quick delivery of products. The company consistently studies customer behavior and understands their needs to make innovations in the product.

What makes Harley-Davidson unique from other contemporary businesses?

Today, management institutes are teaching Harley Davidson as a case study to their students and making effective contributions in the field of marketing. Here are some factors that differentiate Harley-Davidson from most of its competitors.

• Lower Batch Size Production: Small batch size production can decrease production costs and improve the quality of the product. It fuels smooth production flow and reduces inventory.
• Reduced Set-up Time: Lesser set-up time improves manufacturing efficiency which eventually reduces the time and space of production.
• Pull system: Based on customer demand, the pull system can control the production flow. The method eliminates waste in handling, optimizes the space of the shop floor, and makes quick product delivery to customers.
• Complete Involvement of all Employees: At Harley Davidson, the employers are a part of the quality control circle. They motivate employees to take responsibility for their work which eliminates loopholes in the process.
• Relationship with Suppliers: As we discussed earlier, building strong relationships with suppliers is one of the crucial decisions taken by Harley Davidson. It revamped the problem-solving skills of the company and removed friction while sharing information.

Urban Riding Experiences

Harley Davidson builds motorcycles not just for this generation but also for upcoming generations. In order to contribute to sustainable development efforts, the company has launched EVs (Electric Vehicles) that are ready to take bike riders beyond the limitation of combustion. Examples of Harley Davidson electric vehicles include LiveWire ONE, S2 DEL MAR, etc. These bikes are manufactured for agility and urban riding experiences.

Futuristic Trends

Harley Davidson owns diversified futuristic plans that can transform the future of the whole bike industry. The company is branding its logo to reach more people and become a natural choice for them. Supplier training consists of a detailed study of their previous strategies, issues, and the way they approach the solutions. Today, the company seeks to manufacture world-class profitable motorcycles along with becoming the best supplier in the world. Harley Davidson ought to be recognized by customers for the quality and value of its product and services.

The ‘Giving Back’ Attitude

Harley-Davidson is contributing to social work as well. The company has global appeal as well as presence and it sponsors fund-raisers, charities, and a variety of social events for the benefit of the community. Even without company sponsorship, Harley motorcyclists come together for charity work and try to give their back to the communities and help others. 

Tesla didn’t invent the electric car, nor did Elon Musk establish Tesla. But today, both have become synonyms and represent the EV industry globally. While that is true, it is quite easy to overlook behind-the-scenes stuff that went into making it the giant of today.

To answer the “who founded the company then?” question— it was the duo of Martin Eberhard and Marc Trepanning, Silicon Valley engineers. In 2003, they founded the company in San Carlos, California, and named it after the famous physicist Nikola Tesla.

Until Tesla popularized it in 2008, no other automotive manufacturer took notice of electric cars. At its debut, the company took the EV industry by storm, it launched the Roadster. Soon enough, the sporty-looking car became a hit, with Hollywood stars like George Clooney among others ordering their own Roadster.

At the origin, the goal was to make Electric cars that are better, quicker, and more fun to drive than gasoline cars. Now, sustainable energy has become the need of the century. And with issues such as global warming making things unfavorable, electric cars with their zero-emission characteristic are an ideal substitute for gasoline cars. Expanding on sustainable energy, the company has established its presence with 400+ stores and galleries, about 100 service centers, and 30,000+ superchargers around the globe.

Why People Love the Brand?

The renowned EV maker has a huge fanbase across the globe. Ever wondered why? Here is a list of things that could explain why the EV giant has such a cult following:

1.  Showing that EV ≠ Boring

When you thought of electric cars, the notion was that they are low mileage, slower compared to their gas-powered counterparts, and in general meh. However, Tesla single-handedly changed those opinions with the launch of their first car, The Roadster.

The Roadster looked sporty and luxurious, was exhilarating to drive, and rocked a combo of impressive range and speed—all the things that were unheard of in an EV. After the launch of the Roadster, all the other automotive companies also started keeping their eyes on the EV industry, with many coming up with their own EV variants.

2. Self-Driving Cars

Although the accuracy of Autopilot is debatable, the fact that your car could drive you to your desired location, without human input was bound to catch some eyeballs, and so it did at the time. It sounded cool, turning many into loyal fans of the brand.

3. The Safety Quotient

The U.S. EV maker has maintained a very high ceiling for the safety of its cars. National Highway Traffic Safety Administration (NHTSA), has rated the company with 5 stars in every single category, barring the rollover test section, where it received 4 stars.

4. Webbing the Supercharging stations

Making recharging hassle-free, Tesla has knitted a web of supercharging stations around the globe. It remains the only brand offering a supercharge E-power connection today, enabling you to fully juice up your car in mere 30 minutes at any of its stations.           

5. The ‘Elon’ factor

For many, Elon Musk is Tesla, and vice versa. Since the very beginning, Elon made his beliefs in the company clear, investing $6.5 million way back in 2004. Would the company still be in this high position if it weren’t for Elon and his vision? Well, that’s a topic for debate. While your opinion of Elon could vary, his contributions to Tesla along with the science and engineering field are hard to ignore.

An Improved Outlook on Sustainability

Trying to tackle Global Warming, the brand has been a key factor in the transition toward sustainability globally, helping people move away from burning fossils. In the pursuit of solving this problem, the company has built products to replace some of the most pollution-emitting elements. Here, we are highlighting some of the key products that impact the environment positively.

1. Batteries

The brand uses advanced lithium-ion batteries in its products, be it electric cars such as the Model S, or energy storage products like the Powerwall and Powerpack. The said batteries have changed the face of the renewable energy industry, enhancing the adaptability and storing capability of the energy produced by renewable sources such as solar and wind.

2. Electric Vehicles

Along with being one of the safest, the cars are also fun to drive. After the launch of its first electric vehicle, the brand made a massive impact on the whole EV industry, catching the attention of the whole world. With energy generation and storage products working in sync, the company wanted to augment the impact of electric vehicles for a greener future.

3. Solar-powered

Tesla has a decorated solar portfolio, with products like solar panels, solar roofs, and the solar inverter. With the production of solar energy, the company makes a difference in the residential and commercial spaces, solving the needs of the industries along the way. The company’s acquisition of SolarCity in 2016 was also a key step toward the solar-powered future.

4. Open-Sourcing Patents

In 2014, the company announced that it will open-source all its electric vehicle-related patents, helping other manufacturers in their EV development. This showcases a selfless approach amid the cut-throat competition in the automotive industry.

Tesla Stats that might Surprise you;

Curious to know the numbers behind the brand? We got your back. We did some number-digging for you and here’s what we found.

1. Number of employees: As of March 2023, the company has 1,28,290 employees

2. Total Cars Produced: In 2022, the company produced a total number of 1,369,611 cars

3. Total Cars sold: As of March 2023, the brand has sold more than 3,600,000 vehicles.

4. Revenue: The company saw an increase of 51% YoY revenue, taking it to $81.462 billion in 2022

5. Brand Value:  The most valued automotive brand, Tesla had a brand value of $66 billion as of 2023

6. Market Cap: As the 7^th most valuable company in terms of market cap, the company is valued at $604.03 billion

7. Market share in the US:

In the United States, it has a market share of 68%

8. Energy Deployment:

As the company primarily focused on sustainability, the brand deployed 6.5 GWh of energy, as of 2022

Source: Demandsage

No Department, only Marketing

We have some news for you. As it turns out, Tesla has no advertising or marketing department. However, not having a marketing department doesn’t mean you can’t have a great marketing strategy, and the brand showcases it perfectly. While we don’t know the exact amount the brand has spent on its marketing, here are some important strategy elements that could help you get a deeper insight into its marketing.

1. Everything revolves around you

Much like the other marketing strategies, at the helm of Tesla’s marketing is ‘you’—the audience. The company relies on building an emotional bond with you to strengthen your relationship with them, thus increasing brand presence.

2. Innovation leading the charge

The company is always keen on developing innovative products to one-up the previous driving experience. To achieve its goals, it spends billions of dollars on R&D. Whether it’s the sentry mode reporting the weather threats to you, or the much-talked-about Autopilot feature, the innovative solutions ensure that the audience maintains their interest in the brand.

3. Eye-catchy Referral Programs

Tell your friend about us, and get a reward, that’s referral programs in a nutshell for you. Those rewards could be anything from accessories, free servicing of your car, and software updates. Referrals could work wonders to lead more people to a brand, alluding to this, the brand has conducted many referral programs for many years.

4. Elon Musk and the Word of Mouth

“What message is your brand sending?” “What story does it tell?” These are some of the additional questions that matter to customers. Having said that, nothing quite gives you a FOMO like your friend or a family member raving about the newly bought car they love—That’s the magic of word of mouth.

As is the case with most things related to the brand, Elon Musk plays a significant role here as well. From making headlines for tweeting, to buying the whole Twitter, his journey has been a rollercoaster. As an influential figure with millions of followers, His tweets can have a huge impact on the company mentioned in the said tweet, directly or indirectly. If you ask us, this could also be considered an example of word of mouth.

Electrifying Competition

As the world is moving away from gasoline-powered cars, many have started switching to electric. The big players in the automotive industry —Volkswagen, General Motors, Ford, Hyundai, and others are rapidly making waves in the EV space. However, Elon Musk says, the biggest competition for his company comes from Chinese EV makers. While Elon hasn’t mentioned any specific names, we believe those Chinese automakers could be BYD, Nio, and XPeng.

3 Products to Lookout for

Note: We are assuming that these products won’t get delayed again, for whatever reason

1. Cybertruck

Expected Release: 2023-Year End

With constant delays making a regular appearance, the Cybertruck has been hyped for quite some now. And if you follow Tesla and Elon Musk, you’ve probably witnessed the infamous hammer test fail more than once. However, Cybertruck is the most powerful tool they have ever built. Made with peak durability and passenger protection in mind, Cybertruck also has an impressive driving range of more than 500 miles. While the release date is yet to be confirmed, the company aims to start deliveries in Q3, 2023.

2. Roadster

Expected Release: Beginning of 2024

Here is another delayed product, the Roadster. To give you a perspective on the delay, people have been talking about the Roadster since 2016. Elon, in a tweet posted in 2021, said that the Roadster should ship in 2023. The official website says that the Roadster will be an all-wheel drive, with a seating capacity of 4 people, it also mentions that the car could go 620 miles on a single charge, and could rock a top speed of 250 miles.

3. Model 2 baby EV

Expected Release: 2024 or 2025

Affectionately calling your car ‘baby’ isn’t a new phenomenon. However, this might be the first instance of the brand itself having ‘baby’ in its official name. If the rumors are true, the car will cost you around $30K and will not be available before 2024.

Earning the Adoration of the world

Tesla is one of the most adored brands today. With a clear vision of making sustainability the new norm, it is surely moving toward achieving it. While views about the company or its CEO may differ, when it comes to EVs, it would not be an exaggeration to say that this is ‘The Brand’ that ingrained the belief in the hearts of people that—the future could be electric.

Yesterday, one of my friends bought (what he thought was) an Adidas hoodie from a local shop. I was surprised to see the price of the hoodie. However, my awe lasted only until I saw the spelling of Adidas on the hoodie. Justifying its price, it was spelled “Adibas”. While it made for a hilarious moment, it was an example of a brand growing so big that people were selling products with a similar-looking name and logo and customers were still buying them. 

To me, this was a testament to the success story of Adidas. In this article, we will take you through the success story of Adidas and the factors directly or indirectly involved in it. 

What exactly is Adidas?

Adidas (spelled “adidas” by the corporation) is an abbreviation of the name of the brand’s founder, Adolf (“Adi”) Dassler. Following World War I, the Dassler family started producing shoes. Jesse Owens, an American track and field great, wore shoes that were supposedly a gift from Adi Dassler during the 1936 Berlin Olympics.

Today, Adidas (full name Adidas AG) is a German maker of sports shoes, clothing, and sporting accessories. In the early twenty-first century, it was Europe’s biggest sportswear producer and the world’s second-largest after Nike. Adidas goods have historically been identified by a three-stripe trademark, which is still used in the company’s modern “trefoil” and “mountain” logos. Herzogenaurach, Germany, is the company’s headquarters. This was the beginning of the success story of Adidas. 

Peeping into the History of Adidas!

During the 1950s, Adidas gained significant popularity as soccer players started using the company’s shoes, which were lightweight and included screw-in cleats. The firm subsequently expanded into recreational items, launching soccer footballs in 1963. Four years later, Adidas started producing clothing. Adidas was the leading brand in sporting shoes for many years, but competition intensified throughout the 1970s, particularly from upstart manufacturers such as Nike. 

Adi Dassler died in 1978, and despite an innovative endorsement arrangement with the rap group Run-D.M.C., authors of the popular song “My Adidas,” the brand endured declining market share throughout the 1980s (1986). In 2016, the firm announced a new partnership with artist and entrepreneur Kanye West. Here are the two instances that highlight the beginning of the success story of Adidas. 

• Jesse Owens, an American athlete who wore Adidas shoes and won four gold medals in the 1936 Olympics, made the company renowned across the world.
• The German football team, wearing Adidas shoes, then won the World Cup final match in 1954.

How much Adidas spends on Marketing?

Marketing is the backbone of a business and good companies often put a high emphasis on their marketing strategies. The success story of Adidas too is incomplete without an exclusive focus on marketing. In the years before the coronavirus epidemic, it gradually increased its marketing budget, which reached 3.04 billion US dollars in 2019. While investment fell by over 670 million US dollars in 2020, the corporation increased its expenditure to 2.5 billion in 2021.

The Adidas Group’s marketing expenditures comprise both point-of-sale investments, such as in-store advertising and shop fittings, and marketing investments, such as sponsorship contracts, media advertising, and events. This investment looks to be paying off, with the Adidas brand’s worth more than tripling from 2016 to around 16.48 billion US dollars in 2020. Furthermore, its 2018 “Original is Never Finished” campaign was named one of the world’s most effective advertising efforts in 2018. However, Adidas’ brand worth fell by more than two billion dollars in 2021, thus it remains to be seen how the firm does in the next years.

Ad Campaigns that proved “Impossible is Nothing”!

Here are some ad campaigns that played a crucial role in the story of Adidas. 

1. The ‘All In Or Nothing’ Campaign

The ‘all in or nothing’ ad is Adidas’ most expensive media campaign to date. It is led by a television commercial (see above) titled ‘Leo Messi’s World Cup Dream,’ which includes brand ambassadors like the eponymous Argentine striker, Dani Alves, and Luis Suárez, as well as a tune by Kanye West.

“This advertisement illustrates the “#allinornothing” mindset by demonstrating the devotion and commitment necessary to win this fantastic championship,” says Tom Ramsden, global brand marketing director of Adidas football. “Anything less than 100% effort will not win the World Cup. At Adidas, we think that being ‘all in’ is the only way to play sport, unleash your potential, and get the most out of sport’s greatest event,” he adds. 

The TV commercial, created by TBWA/Worldwide and directed by Fernando Meirelles of the City of God, airs during coverage of tonight’s (May 23) Champions League final and is supported by social, in-store, and e-commerce pushes, as well as experiential and PR activity that will see a branded media hub on display throughout Brazil. Adidas’ marketing spending underscores the significance of the World Cup as it seeks to stave off competitor Nike’s drive for primacy in the football clothing industry.

2. Impossible is Nothing

One of the most noteworthy campaigns for the firm, the campaign was created by 180/TBWA in Amsterdam, although TBWAChiatDay in San Francisco also contributed significantly.

This advertisement featured football great David Beckham and boxing hero Muhammad Ali.

That is why Adidas’ new “Impossible is Nothing” ad strikes the target in terms of inclusive marketing. The ad offers personal documentary-style videos of a range of athletes and other highly chronicled persons from across the globe, illustrating their paths to greatness.

What makes the advertising stand out is how diverse it is in terms of sports, genders, races, and cultures.

3. All Adidas

The “all Adidas” campaign highlights the brand’s reach across several sports, cultures, and lifestyles, with celebrities like football players Lionel Messi and David Beckham, NBA star Derrick Rose, and music sensation Katy Perry.

Competitors that made it difficult for Adidas!     

To establish itself among the best, companies have to be abreast of what’s going on in the market. New competitors emerge every day, posing critical challenges for companies and leaders. Adidas has also conquered many competitors to reach where it is today. Here are the prominent competitors in the story of Adidas that made life difficult for the company. 

1. Nike

Do you know who the world’s leading footwear and clothes brand is? Nike is the only appropriate response. It is one of the most trusted brands in search of inspiration and invocation in the lives of all people who have a body. Nike vs. Adidas has long been a topic of debate among people. Thanks to its constant pursuit for excellence, Nike has propelled Adidas to come up with new, more innovative products. 

2. Puma

PUMA is another significant Adidas opponent worth noting. The reason for this is that Puma and Adidas were previously run by Rudolf and Adolf under the brand name Gebrüder Dassler Schuhfabrik. Later, their relationship deteriorated, and the corporation was split into two firms, Adidas and PUMA. PUMA is now fighting in the market with the Adidas brand.

3. New Balance

New Balance is an American multinational corporation with manufacturing operations in the United States and the United Kingdom. The items of this firm are more costly than those of rivals such as Adidas, Nike, and Under Armour. The rationale for a premium price is product quality and technological integration, as well as the fact that customers in the United States and the United Kingdom always favor high-quality items. In the footwear and clothing categories, New Balance is posing a significant competition in front of Adidas and numerous other well-known companies.

4. FILA

Fila is a Korean sports business that makes and sells footwear and gear for both sports and leisure. Fila is an excellent option for the majority of individuals in any society’s middle class. Fila has a long history of sponsorship, including the Australian cricket team, the Korean football team, and many more. The corporation often supports events, and many athletes and sports figures serve as brand ambassadors. FILA has also challenged Adidas with its several products. 

5. Under Armour

Another popular sports, footwear, and casual clothes business launched in 1996. The organization has shown a strong commitment to the garment and footwear industries. UA’s business operations, according to the firm annual report, are to design, market, and sell footwear, performance gear, and associated accessories for women, men, and youth. Under Armour items are worn by athletes and active lifestyle customers ranging from adolescents to professionals. Its clothing goods accounted for 66% of its income, while North America accounted for 76%. Without a question, Under Armour is a formidable opponent to Adidas.

Controversies in the Story of Adidas

The journey of successful companies is often accompanied by controversies. The story of Adidas is also incomplete without controversies that shook the business to its core. Here are two of the major Adidas controversies. 

1. Adidas attempted to launch the Shackle Shoe.

Adidas attempted to launch a shoe in 2012 that was a far cry from its customary sleek, athletic footwear (via CNN). The JS Roundhouse Maids were eye-catching street shoes with a unique design feature: they were linked to a yellow rubber shackle, which was used to “lock” the user’s foot to the leg with a chain. “Got a sneaker game so hot you lock your sneakers to your ankles?” stated the product’s Facebook announcement.

The Jeremy Scott-designed shoes, on the other hand, had a major flaw. Not surprisingly (except for Adidas), a shackle-themed sneaker did not go down well in a nation with a dark and well-documented history of slavery. Many individuals, notably civil rights icon Reverend Jesse Jackson, expressed outrage over the shoe’s design, claiming that it reminded them of slavery. Adidas said that the JS Roundhouse Mid was all about fashion and had nothing to do with slavery. Recognizing that the shoe was a lost cause, the firm apologized and terminated the product.

2. USSR-Themed Adidas Products

Adidas was preparing for the 2018 FIFA World Cup in Russia with a nostalgic product in 2018. However, when they refer to a regime that is responsible for some of the worst moments in Russian history – including various horrible events that Eastern European countries had to go through during their time with the Union of the Soviet Socialist Republic – fun callbacks aren’t always all that funny.

People in these post-USSR nations obviously didn’t understand the sense of Adidas selling USSR-branded goods, and indignation quickly erupted in areas like Lithuania. “Being unwell with ‘imperial nostalgia’ still happens. However, that is quite shocking coming from the well-known @adidas.” The country’s Ministry of Foreign Affairs sarcastically tweeted a photograph of the company’s USSR-themed sports attire. Many people asked whether Adidas might release uniforms with Nazi insignia in the future.

Partners in Success!

Over its tenure, Adidas has collaborated with several brands and personalities to take its product to the next level. Here are a couple of interesting collaborations in the story of Adidas. 

1. The Adidas Yeezy collaboration

Some of the adidas’ most significant partnerships have often included hip-hop stars. Kanye YEEZY-branded shoes, Pharrell Williams, Pusha-T, and Missy Elliott endorsements have all been launched by the label. Adidas’ influence on hip-hop can be traced back to the mid-1980s and Run-adoration DMC’s of the brand’s tracksuits and shell-toe Superstar shoes, which culminated in the 1986 song “My Adidas.” adidas Samba, adidas Stan Smith, and the classic shell-toe adidas Superstar shapes are among the most well-known shoe types.

The sportswear behemoth has also collaborated with streetwear companies like A Bathing Ape and Palace Skateboards, as well as high fashion designers like Yohji Yamamoto’s Y-3 collection, Raf Simons, Rick Owens, Stella McCartney, and Alexander Wang.

2. Collaboration with Manchester United

Adidas and Manchester United agreed to a ten-year kit partnership in July 2014, commencing with the 2015-16 Premier League season. This kit agreement has a guaranteed minimum value of £750 million (US$1.29 billion), making it the most lucrative kit deal in sports history. Nike has been replaced as the club’s worldwide equipment supplier.

Andy Murray, the former World No. 1 tennis player, was announced as Adidas’ highest-paid talent in November 2009, with a five-year deal allegedly worth $24.5 million. They have also sponsored the ball-boy and ball-girl outfits at the ATP Tennis Tournament in Mason in Cincinnati. Adidas also has collaborations with Malibu Tennis Camp, Green Fitness GmbH, and Schöler & Micke Sportartikel Vertriebs GmbH.

Expansions in the Pipeline

Adidas is considerably increasing its investment in women’s activewear and sports footwear as part of its new ‘Impossible is Nothing’ campaign. The company claims it would spend “more than ever before” on women and LGBTQ+ persons in sports, which will be reflected in both new goods and a new marketing language.

Adidas debuted Stay in Play, a collection of period-proof apparel, in June 2021 to assist minimize the drop-off in athletics that occurs when women begin bleeding. The Adidas Ultra Boost sneaker, built specifically for women’s feet, will be available this quarter. Adidas is also offering a whole line of sports bras in 72 sizes, created with 43 models, in response to data that showed 90% of women have an ill-fitting sports bra. The company mentions that this product is being brought to market for women by women.

The Concluding Note:

So, these were some of the most important facets of the success story of Adidas. It would not be an exaggeration to say that Adidas is currently among the top few sportswear companies in the world. And as long as Adidas products are being sold labeled as “Adibas”, or “Abidas”, the success story of Adidas is bound to add new chapters to it!

Whether in a big metropolitan city, or a small Indian countryside, you’d be hard-pressed to find a person who hasn’t come across the iconic products of Amul dairy. With eyes glued to the local market and its uncompromised product quality, Amul has always delivered. From a 7-year-old kid to a 70-year-old grandma, it has built a home in the heart of every Indian across the country.

But how did Amul do it? From a small group of Farmers to the largest milk producer the country has ever seen, the journey of Amul Dairy has been quite fascinating and inspirational at the same time. So, Let us take you through their journey of how Amul Dairy became the most loved dairy brand in India, shall we?

The Inception of the White Revolution

Anand Milk Union Limited (AMUL) is a dairy state government cooperative organization in India that operates out of the city of Anand in the state of Gujarat. Established in 1946, Amul Dairy is a cooperative brand managed by the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF).

Today, it is jointly controlled by the 3.6 million milk producers in Gujarat as well as the apex body of 13 district milk unions that are spread across 13,500+ villages in Gujarat. Amul Dairy was a driving force behind India’s “White Revolution,” which resulted in India being the biggest producer of milk and milk products in the world.

In 1946, Amul was formed not just as a brand but also as a movement in its own right. A movement that instilled confidence in the farmers of Gujarat, giving them the ability to Dream, Hope, and Live. It was established with the intention of putting an end to the exploitation carried out by the middlemen known as “Pestonjee Edulji,” who were responsible for marketing Polson butter.

Dr. Verghese Kurein, sometimes known as the “Milkman of India,” is the person primarily responsible for India’s transformation from a nation with a milk shortage to the greatest producer of milk in the world at the present time, a transformation in which Amul Dairy has played a significant part.

What Made Amul the Most Loved Dairy Brand?

Amul established Amul dairy as a means of putting a stop to the practice of taking advantage of farmers at a period when this was a widespread problem throughout the world.

The firm was first established by a small group of farmers with the goal of removing the need for any kind of intermediaries, and it has since developed into the most successful brand in the nation. The products from Amul Dairy have had a significant impact on the lives of low-income farmers. Our country has advanced to a new level because of the years of expertise that the brand has. Let’s take a look at the evolution of the business name “Amul-Taste of India” from its beginnings as a little operation to its current status as a well-known brand.

Amul aims at the mainstream market in India and does not provide any luxury items; instead, they focus on giving the highest possible quality goods at costs that are reasonable. Therefore, Amul bases its pricing policy on the low-cost price strategy, which has drawn a significant number of consumers in the past and continues to do so now. This approach also attracts new clients.

Campaign Magazine’s selection of the Top 1000 brands in Asia places Amul at the top of the list as the best brand overall. Amul has come a long way from the days when it had to fight against the abuse of intermediaries and is now a commodity as Amul Dairy products are required in every Indian home.

Amul was able to pave the route for its success by developing remarkable techniques that could win the affection of each and every Indian. Amul Dairy products got a boost as the brand was able to develop a strong presence in the thoughts of its consumers via the use of discrete placements of the “Amul Girl” inside current situations and then sharing the same content across all social media platforms. With the assistance of digital marketing, Amul has been successful in attracting the attention of a large number of consumers, and it has included techniques that are favorable to customers.

For the Young and the Old

Every single company has to update its marketing approach in order to compete in today’s increasingly digital environment. Along with its rivals, Amul has reduced the amount of money it spends on advertisements shown on television and shifted its attention to the promotion of its products via internet channels.

Because Amul dairy marketed each of its goods under the same brand name, the company was able to keep the total amount it spent on marketing and advertising to less than one percent of its sales. Only 0.8% of Amul’s total revenue is spent on advertising on an annual average basis.

Amul dairy has become a household name, thanks in large part to the company’s brilliant advertising campaigns throughout the years. It is quite unlikely that you would encounter somebody in India who has not been exposed to the “Amul girl” advertisements.

The consumer market in India has developed an emotional connection with the brand, which has made it almost synonymous with quality and purity. Any company or group will have a very difficult time surpassing that! Since it first began, the company has produced more than 4000 different advertisements. They add new advertising material on a near-daily basis, which brings this total even higher.

A Guinness World Record

To create an advertisement campaign for Amul Butter in 1966, the company Amul Dairy employed Sylvester daCunha, who was the general director of an advertising firm at the time.

Back in 1967, the Amul Girl was developed as a direct reaction to the butter-girl advertisement that was being used by Amul’s competitor, Polson. It has set a new record for having the longest continuous run of any advertising campaign that has ever taken place anywhere in the universe!

A campaign that was developed by DaCunha consisted of a series of hoardings with topical advertisements that were related to day-to-day concerns. It was so successful that the Guinness World Records recognized it as the advertisement campaign that had been running the longest.

The Iconic Amul Girl

The Amul girl has been a fixture in the brand’s advertising for a very long time, earning her widespread recognition. Because Mr. Eustace Fernandes, the person who was responsible for creating the well-known mascot, the Amul Dairy girl has gained a great deal of popularity within the homes of Indians. This is due to the fact that she is not only the adorable character that everyone adores for eating butter and singing songs, but she is also an informant on current affairs, making timely digs through Amul’s commercials.

Neeraj Chopra’s Golden Victory

The whole country was elated when Neeraj Chopra won the men’s javelin throw event at the Olympics 2021 and took home the gold medal. And Amul commemorated this pride with an original advertisement about an Olympic athlete. In the advertisement, the young woman from Amul was shown throwing a javelin as Neeraj helped her (with a buttered toast in his hand). The catchphrase “jalwa in javelin” was appropriate given the circumstances. People had a positive reaction to the advertisement.

Not Missing an Opportunity

Amul did not miss an opportunity to win over the football enthusiasts as Ronaldo made history by becoming the player with the most goals scored in the history of the sport. Amul brought attention to the fact that he always wins by posting a jubilant message. The advertisement generated a lot of discussion and debate among football fans.

Amul Dairy vs. Everyone Else

1. Mother Dairy

Milk, milk products, and several other culinary items are produced, marketed, and sold by the Indian food processing corporation known as Mother Dairy Fruit & Vegetable Pvt Ltd. Under the brand name Mother Dairy, the company’s milk products may be found in categories such as cultured goods, ice cream, paneer, and ghee.

In addition to selling edible oils, the firm also offers fresh fruits and vegetables, vegetables that have been frozen, and processed foods such as fruit juices, jams, pickles, and so on. In 1974, the National Dairy Development Board established Mother Dairy as a wholly-owned subsidiary. Mother Dairy has been in operation ever since.

2. Kwality Wall’s

Located in India, Kwality Ltd. is a Public Limited Company that operates as a processor and handler of dairy products. They are listed on the Bombay Stock market. The business manufactures a wide variety of dairy items such as milk, ghee, butter, milk powder, curd, yogurt, cheese, and many more. The business has created a procurement network that is made up of 350,000 farmer households spread out throughout 4,700 villages in North India. The milk processing capacity of Kwality Ltd.’s six factories in Haryana, Uttar Pradesh, and Rajasthan is a combined 3.4 million liters (750,000 imp gal; 900,000 U.S. gal) per day.

3. Britannia Industries

Britannia Industries Limited is an Indian multinational food and beverage corporation with its headquarters in Kolkata, India. The firm was established in 1892 and is still operating today. It is one of the oldest businesses still operating in India. It is currently a subsidiary of the Wadia Group, which Nusli Wadia oversees as CEO. It is most well-known for the biscuit items that it produces.

The Britannia and Tiger brands of biscuits, bread, and dairy goods are distributed over the whole of India as well as in over 60 other countries across the globe by this corporation. Since the circumstances surrounding its purchase by the Wadia group in the early 1990s, the corporation has been engaged in a number of scandals relating to its management. These disputes began with the circumstances of its takeover. Despite this, it has a sizable portion of the market and generates a significant amount of revenue.

4. Hatsun Agro

The Hatsun Agro Product Ltd (HAP) is a significant private-sector dairy firm in India with its headquarters in Chennai. The company is more often referred to as Hatsun. It was established in 1970 by R. G. Chandramogan. By the middle of 2016, it had already grown into a billion-dollar firm. In addition to that, the business was recognized as “The Fastest Growing Asian Dairy Company.” For a number of years running, the Indian government’s Golden Trophy has been awarded to the manufacturer of dairy goods for being the country’s top exporter of dairy products. There are several different brands under its umbrella, including Arun Ice Creams, Arokya, Ibaco, Oyalo, etc.

5. Heritage Foods

Heritage Foods Limited, more usually referred to simply as Heritage Foods, is one of the major private-sector dairy firms in Southern India. Heritage Foods Limited was founded in 1985.

Heritage’s milk products have a market presence in Telangana, Andhra Pradesh, Karnataka, Kerala, Tamil Nadu, Maharashtra, Delhi, Rajasthan, and Punjab. Retail locations may be found in Bangalore, Chennai, Hyderabad, and Visakhapatnam, among other cities. Chittoor and Medak Districts are home to integrated agricultural enterprises, which serve as the essential support system for retail businesses.

A Not-so-buttery-smooth moment

Amul published an advertisement with the slogan “Union ke har territory mein” after the Indian government recently revoked Article 370, which conferred a special status to the state of Jammu and Kashmir. The commercial claimed that Amul was present in every territory of the Indian union. The following subtext then appeared: “Amul: The true article.” Although many people think it was a courageous step and applaud the team for even discussing it in the midst of a tumultuous political atmosphere, others thought it was inappropriate since it made light of a very serious issue.

Taking New Leaps

Amul Cooperative, which is short for Anand Milk Union Limited, has made the decision to spend Rs 900 crore in UP. Out of this amount, Rs 800 crore will be utilized to establish a new Amul dairy production facility in Baghpat, and the rest amount would be used to enhance the company’s ability to produce milk in UP.

According to their statements, “it would produce direct employment for more than 400 people in addition to supplying jobs to over 4,000 others via the channel of indirect employment.” Amul is now capable of processing around 10 million liters of milk each and every day in the state of Uttar Pradesh. The next step for Amul Dairy is to increase the capacity to 25 million liters.

According to officials, it is estimated that Amul Dairy will be able to communicate with around 4,000 milk societies as a result of this development. It is important to note that the milk manufacturing behemoth already has a presence in numerous towns inside the state, such as Lucknow and Kanpur, and that it has only very recently connected milk producing farmers in the Bundelkhand area.

Leaving a Global Mark

During the 2018 FIFA World Cup in Qatar, Amul Dairy was a proud partner of the Portugal National Football Team. For the first time ever, an Indian regional manufacturer has joined forces with the Portuguese national squad.

Recently, Amul Dairy sponsored the Argentina national football team, which was captained by Lionel Messi. Who ultimately went on to win the World Cup.

In addition, Amul Dairy increased its worldwide presence by becoming the title sponsor of the Ireland cricket team for the ICC Men’s T20 World Cup 2022.

Amul Living up to Its Tagline

Amul Dairy and its products have consistently struck just the right chord in the hearts and minds of Indian people, delivering exceeding quality and taste. From the young to the old, from cities to villages, the products of Amul Dairy are happily consumed in every corner of the country. Because of its vast presence, the Amul brand has truly become synonymous with ‘The Taste of India.’

The Coca-Cola Company produced and manufactured a carbonated soft drink as a regular beverage namely Coca-Cola or Coke. It was invented by John Stith Pemberton in Atlanta, Georgia in the late 19th century. The beverage originally marketed as an abstention drink planned to be as a patent medicine. The rights of company were sold to a businessman named Asa Griggs Candler in 1888, leading the brand to rule over the world in 20th and 21st century.

The drink’s name cite to two of its indigenous ingredients: coca leaves and kola nuts. The latest recipe of Coca-Cola remains a closely unrevealed trade secret; however, a variety of reported recipes and experimental restoration have been issued. The stealth around the formula has been used by The Company in its marketing as only a handful of unidentified employees know the formula. The drink has influenced followers and created a whole categorization of soft drink: colas.

The Coca-Cola Company has on instance introduced other cola drinks under the Coke name. The most familiar of these is Diet Coke, along with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Zero Sugar, Coca-Cola Cherry, Coca-Cola Vanilla, and special versions with lemon, lime, and coffee. The Company was called Coca-Cola Classic from July 1985 to 2009, to pick out it from “New Coke”.

This blog is a comprehensive examination of Coca-Cola marketing techniques, including their target market, social media strategy, marketing mix, digital marketing presence, campaigns, and marketing activities throughout the ongoing pandemic.

About the Beverage:

The Coca-Cola Company manufactures concentrate, which is then sold to licensed Coca-Cola bottlers all over the globe. The bottlers, who hold sole territory contracts with the company, process the concentrate with filtered water and sweeteners. Then the finalized product is filled in cans and bottles. A distinctive 12-US-fluid-ounce can contains 38 grams of sugar generally in the form of high-fructose corn syrup in North America. The bottlers then vend, dispense, and merchandise Coca-Cola to retail stores, restaurants, and vending machines throughout the world. The Company also vends concentrate for soda fountains of major restaurants and foodservice suppliers.

The founder of The Company Candler set forth to blend a second company, the Coca-Cola Company. When Candler had the expeditious reputation of the “Coca-Cola Company” devasted in 1910, the action was affirmed to have been made during a move to new corporation offices around this time. After the sudden demise of John Pemberton (Co-Founder of Coca-Cola) in 1888, Candler decided to move forward and took the entire hold on Company.  

Next, Asa Candler became the sole proprietor of The Company, which was officially stated on letterheads, invoice blanks and advertising copy. 1919, Coca-Cola Co. was purchased by a group of investors led by Ernest Woodruff’s Trust Company for $25 million with 50,000 shares, $40 each share. Further, in 1986, the Coca-Cola Company merged with two of their bottling operators to form The Company Enterprises Inc. (CCE). Later, in December 1991, Coca-Cola Enterprises merged with the Johnston Coca-Cola Bottling Group, Inc.

Market Studies:

A Marketing Strategy comprise of many segments, which are connected and correlate with each other and merge a company’s marketing goals. Coca-Cola is a prime example for successful Marketing building up a brand that is known and loved all over the globe. The basis of a strong Marketing Strategy comprises of a strong and proper analysis researching all relevant and important factors.

Coca-Cola’s advertising has remarkably affected American culture, and it is often attributed with innovating the modern exciting image of Santa Claus as an old man in a red-and-white suit with all white beard. Although the organisation did start using the red-and-white Santa image in the 1930s, with its winter advertising campaigns illustrated by Haddon Sundblom, the motif was already common. The Company was not even the first soft drink company to use the modern image of Santa Claus in its advertising.  

Digital Marketing

Though social media was not more popular among the globe advertisements through televisions and radios was basic in those years. Factors in digital marketing and promoting particular business on digital platform comprises of digital logo and design of the product, advertisements, etc. To make it more attractive and eligible logo and design of product plays an important role in marketing factor. The Coca-Cola logo was combinedly created by John Pemberton’s bookkeeper, Frank Mason Robinson, in 1885. Robinson came up with the name and chose the logo’s unique cursive script. Robinson also played a notable role in early advertising. 

The significant year 1941, saw the first use of the nickname “Coke” as an official trademark for the product, with a series of advertisements informing consumers that “Coke means Coca-Cola”. In 1971, a song from a Coca-Cola commercial called “I’d Like to Teach the World to Sing”, produced by Billy Davis, became a hit single.

Campaigns held by the Company:

Once a brand is settled in market capturing the eyes of people promotional activities of the company gets boost to create a brand with number of likings and zero conspiracy. Although its efforts put forth by the company’s innovative ideas about marketing strategies to increase the sale. The Company played a good point game over making the brand not only a beverage liked by people but turning it into emotion among all of us.

The company held many campaigns turning the brand into common to world famous with in years. The campaigns comprised of various factors pointing out the daily needs into best market strategy. Sponsorships and rewards were the start of the campaigns turning the idea into supper successful plan leading increase in sales within less time.

Sports Sponsorship

Since 1928 Coca-Cola was the solely first commercial sponsor of Olympic Games held in Amsterdam and sponsored the Olympics till date. This corporate sponsorship included the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-ColaThe Company to illuminate its hometown. Most recently, Coca-Cola has released localized commercials for the 2010 Winter Olympics in Vancouver.

Between 1992 and 1998, The Company was the title sponsor of the Football League Cup the secondary cup tournament of England. Between 1994 and 1997, Coca-Cola was also the title sponsor of the Scottish League Cup, renaming it to the Coca-Cola Cup like its English counterpart. From 1998 to 2001, the company was the title sponsor of the Irish League Cup in Northern Ireland, where it was named the Coca-Cola League Cup.The Company is the presenting sponsor of the Tour Championship, the final event of the PGA Tour held each year at East Lake Golf Club in Atlanta, GA

Holiday Campaigns

Throughout the years, The Company has released limited-time collector bottles for Christmas.

The “Holidays are coming!” advertisement features a train of red delivery trucks, embellished with the Coca-Cola name and adorned with Christmas lights, driving through a snowy scenery and causing everything that they pass to light up and people to watch as they pass through.

The advertisement fell into disuse in the year 2001, as the Company restructured its advertising campaigns with innovative ideas so that advertising around the world was produced locally in each country, rather than centrally in the company’s headquarters in Atlanta, Georgia. 

In Mass Media

Coca-Cola has been prominently highlighted in many films and television programs. It was a major site element in films such as One, Two, Three, The Coca-Cola Kid, and The Gods Must Be Crazy, among many others. In music, such as in the Beatles’ song, “Come Together”, the lyrics say, “He shoot Coca-Cola”. The Beach Boys also referenced The Company in their 1964 song “All Summer Long”, etc.

The bestselling solo artist of all timeElvis Presley, promoted Coca-Cola during his last tour of 1977. The Company used Presley’s image to promote the product. For example, the company used a song performed by Presley, A Little Less Conversation, in a Japanese commercial. Political cartoonist Michel Kichka satirized a famous Coca-Cola billboard in his 1982 poster “And I Love New York.” On the billboard,The Company wave is accompanied by the words “Enjoy Coke.” In Kichka’s poster, the lettering and script above the Coca-Cola wave instead read “Enjoy Cocaine.”

Consequences of the COVID-19 Scenario:

The Company being a world-famous brand needed to take the sole responsibility to cooperate the worldly situation. They did the needful in preference of their employees as well as customers all over the world. With the safety measures being a globally popular company, they also initiated digital campaigns spreading awareness among the mankind all over the globe.

With all the other initiatives The Company also provided 55 million to support Covid -19 relief effort around the world. The Coca-Cola Foundation is providing additional funding and grants to communities and organizations in response to Coronavirus till date. Below mentioned are some of the grants passed by the organisation in kind support of mankind.

1. 100 Cares – COVID-19 Relief – This grant provides COVID-19 hygiene kits and meals to 3,000 unsheltered residents in Oakland, California.
2. Bringing Food to Forgotten Populations – This grant provides emergency food assistance to vulnerable populations in Puerto Rico that have been disproportionately affected by the COVID-19 pandemic. The project assists low income and food insecure communities by providing individuals with a two-week supply of food twice per month for three months.

As a consequence of lockdown, the company also faced loss on a huge amount. The factories were closed until the scenario was under control and was in full support to the governments all over the globe. Maintaining the protocols, the company started to rise once again in 2021.

Conclusion: 

In summary, The Company is the market leader because of its dominant worldwide presence and leadership. Because of its inviting environment, and unrivaled service, a customer’s experience at a beverage is undoubtedly unlike any other soft drinks. Their welcoming “perfect soft drink associated atmosphere” should be a long-term competitive advantage. The company’s retail outlets and on-site collaborations have earned higher response rates, putting them in front of the pack in the mature business. As a result of its all-encompassing marketing approach, Coca-Cola enjoys a strong market position since last 3 century’s now and yet counting.

For more than a decade, Microsoft has been the market leader in operating systems. It was established by Bill Gates and Paul Allen in Albuquerque, New Mexico, in 1975, 46 years ago, and is currently flourishing all over the world. In the 2020 Fortune 500 list of the most significant US companies, it came in at number 21. It is valued as the third-highest global brand. The business is a digital operating systems leader.

On April 4, 1975, Bill Gates and Paul Allen established Microsoft in order to create and market BASIC interpreters for the Altair 8800. In the middle of the 1980s, MS-DOS and then Windows propelled it to the top of the market for personal computer operating systems. Three people became billionaires thanks to Microsoft’s 1986 initial public offering (IPO) and subsequent increase in share price, while an estimated 12,000 employees became millionaires.

Since the 1990s, it has moved from the operating system industry and acquired a number of businesses. Their greatest acquisition was LinkedIn for $26.2 billion in December 2016, which was followed by Skype Technologies for $8.5 billion in May 2011.

In 2018, Microsoft recaptured its title as the most valuable publicly traded business in the world after being dethroned by Apple in 2010. After Apple and Amazon, it became the third American public firm to have a market cap of $1 trillion or more when it did so in April 2019. It will have the fourth-highest worldwide brand valuation as of 2022.

Journey of Microsoft – 

It is a daily and regular word used in every corporate sector. The global product is owned by Microsoft Corporation based in America is a multinational technology corporation. The associated services headquarters are situated at Microsoft Redmond campus in Redmond, Washington, United States. The best products of The Company are the Windows series of operating systems, the Company office suite and internet explorer, etc.

The Xbox video gaming consoles and the Company Surface range of touchscreen personal PCs are its two main hardware offerings. The Company was the world’s largest software company by revenue as of 2019; it was placed No. 21 in the Fortune 500 rankings of the largest American firms by total revenue in 2020. Along with Alphabet, Amazon, Apple, and Meta, it is one of the Big Five American technological firms. The journey of Microsoft kick started with a basic setup. 

• The current global venture was founded by Bill Gates and Paul Allen on 4th April 1975 with the main motive to produce and sell BASIC interpreters for the Altair 8800. 
• As a result of an arrangement the company made with ASCII Magazine in Japan in August 1977, ASCII Microsoft opened its first overseas office.
• In the middle of the 1980s, MS-DOS and then Windows propelled it to the top of the market for personal computer operating systems.
•  Since the 1990s, it has moved from the operating system industry and acquired a number of businesses. 
• The Company started to reevaluate its products and broaden its product line into computer networking and the World Wide Web after Bill Gates’ internal “Internet Tidal Wave letter” on May 26, 1995.
• The Company released Windows XP on October 25, 2001, combining the NT codebase with the mainstream OS line. Later that year, the company introduced the Xbox, breaking into the Sony and Nintendo-dominated market for video game consoles.
• The Company, which was becoming more active in the hardware market after the launching of Xbox, introduced the Zune line of digital media players in 2006 as the replacement to its earlier software platform Portable Media Center.
• The Windows Vista released in 2007 featured the security and redesigned user interface dubbed Aero, following with the release of MS Office 2007 with the feature of Ribbon user interface. 
• Throughout the 2011-12 The Company restructured its identity with focusing on logo, products, services, etc. 
• The Company released a fix for Windows 10 in January 2018 to address CPU issues brought on by Intel’s Meltdown security flaw. The patch caused problems with the virtual machines running on Microsoft Azure that use Intel’s CPU architecture.
• On June 24, 2021, The Company announced Windows 11. 

The growth of Microsoft and its products and services is witnessed by the whole world. In an interview with Mr. Bill Gates mentioned the growth of The Company crediting it to their team. 

The survey of Microsoft’s Statistical Studies – 

Microsoft being a global venture today has no need of any recognition strategy or marketing strategy. The corporation being an Information and Technology based corporation works mostly on its products and services related to databases and softwares. The 4Ps from the marketing mix works on point for The Company. The 4Ps includes Product, Price, Place, Promotion. 

Product Mix

• A product is something that satisfies the needs and desires of the consumer, whereas a product mix is the variety of that product. Microsoft is a retailer of both hardware and software. Computers, laptops, tablets, Xbox, and phones are among their hardware goods. Microsoft Office and Windows OS are among their software products. The Company has a broad range of products. It is primarily renowned for its

Devices 

Softwares 

Apps 

Games 

Entertainment

Price Mix

• Price mix is the method used to determine a product’s price as opposed to price, which refers to the monetary value of a product. The Company frequently employs the Buy Only What You Use, Freemium, and Market-oriented pricing strategies.

Freemium Pricing

Product line

Penetration Pricing

Price Skimming

Place Mix 

• Under Price Mix, Microsoft provides the following services to its clients:

Customers can easily select products and services from Microsoft’s official website based on their needs.

The Company offers retail locations all over the world where customers may use the guidance of technical advisors to make smarter decisions.

Additionally, Microsoft has approved dealers and distributors. Microsoft’s strategically sound location mix makes its products readily available to customers worldwide. Now let’s talk about Microsoft’s promotional strategy to discover how it keeps its position at the top.

Promotional Mix 

• With the aid of its powerful brand image, Microsoft’s promotional strategy precisely addresses its target market. It advertises its products on a number of social media sites, including Facebook, Twitter, Google, Instagram, etc. Microsoft employs a number of different promotional strategies, including advertising, direct marketing, and sales promotion. It reaches its intended audience through a strategic channel. Microsoft’s variety of promotions includes – 

            Advertising 

            Sales Promotion 

            Direct Marketing 

Personal Selling

Public Relations

Effect of COVID 19 on The global enterprise – 

Even before the pandemic, scientists have long pondered the implications of a world in which reporting for work no longer meant reporting for work. If we had the ability to disconnect from actual locations thanks to contemporary technology, how might our employment, offices, and workdays change? What would be the genuine advantages? What would the obstacles be? COVID-19 then struck. Everything changed and became unpredictable from a business standpoint, but from a researcher’s point of view, it offered a huge opportunity. This was the perfect opportunity for social scientists to design a sizable research on the impacts of an entirely digital workforce.

Early in March, just a day after the order was issued for all employees at Microsoft’s Redmond, Washington headquarters to stay at home, scientists at the company started thinking about the research possibilities. The chief scientist for Microsoft’s Experiences and Devices, Jaime Teevan, and director of applied science Brent Hecht met online with a dozen other colleagues to discuss what had just occurred, what was about to occur, and what it all may signify. Hecht asserts that one of Microsoft’s advantages is the staff members’ intense curiosity.

Of course, the balance between benefits and losses was far from clear-cut. A significant minus for some was a bonus for others. Working from home and being free of office interruptions had been a blessing for some positions, but it had been difficult for managers and employees in more collaborative fields to recreate the creative frenzy of brainstorming sessions. Nearly every benefit  has a concomitant drawback. However, a closer look at the data so far offers helpful insights that might not only guide us through the difficulties we are currently facing but also influence how we might think about making things better once we are permitted to return to our workplaces.

Conclusion of The Case Study – 

In summary, Microsoft is the market leader because of its dominant worldwide presence and leadership. Their welcoming “perfect coffee shop atmosphere” should be a long-term competitive advantage. The company’s retail outlets and on-site collaborations have earned higher response rates, putting them in front of the pack in the mature business. As a result of its all-encompassing marketing approach, Microsoft  enjoys a strong global market position.

Fun Facts About Microsoft – 

1. Microsoft is among the most well-known brand brands in business. However, company co-founder Paul Allen originally gave the business the moniker Microsoft, which was a mix of the phrases “microcomputer” and “software.”

2. Over the years, Microsoft has used a number of distinctive logos, all of which are instantly identifiable. However, the original Microsoft logo was created in less than a day by co-founders Bill Gates and Paul Allen.

3. Gates planned to rename the original Windows operating system to “Interface Manager” when it was still being developed. The moniker was initially used exclusively internally, with intentions to continue using it when the OS was eventually made available to the general public.

4. One of the company’s most well-known software offerings is Microsoft Office, which includes favorites like Microsoft Word, Excel, and PowerPoint. Despite the obvious connection to Microsoft, some people would be surprised to learn that Microsoft Office first appeared on the Mac before moving to Windows.

5. While the typical Microsoft employee may come to mind as a serious coder, they prefer the seriously adorable moniker “Softie.” The average softie is a male American resident who works for a company with more than 180,000 people worldwide.

Disney is one of the extensive and most well-known companies in the world and has been rated at 53 on the 2022 Fortune 500 list of huge industries in the United States by earnings. Since its establishment, the company has won in total 135 Academy Awards, with 26 awarded to Walt. The company has also been said to have produced some of the greatest films of all time as well as transforming the theme park industry.

The Walt Disney Company ,Calvin Klien , popularly known as Disney is an American multinational mass media and entertainment aggregate headquarters in Walt Disney Studios complex located at Burbank, California. Disney was founded on October 16, 1923, by brothers Walt and Roy O. Disney as the Disney Brothers Studio; it also worked under the names the Walt Disney Studio and Walt Disney Productions before changing its name to the Walt Disney Company in 1986. Firstly, the company got famous as a leader in the animation industry, with the creation of the widely popular and loved character Mickey Mouse, who is the company’s emblem, and the start of animated films.

In 1940’s after gaining lots of fame and love the company entered into live action films, television and theme parks. Although after the death of Walt Disney, Calvin Klien, creator of Disney world. Revenue of the company suddenly started to decline majorly in the animation sector. In 1984, one of the shareholders  Michael Eisner voted as the head of the company. The company started to earn glory back in the same era known as the Disney Renaissance. In 2005, Disney started its journey once again with its new CEO Bob Iger and started to acquire many more sections. After Bob Iger, Bob Chapek continued the legacy of Disney in 2020.

About The Walt Disney Company:

The first short film named Alice Wonderland was made at Laugh-O-Gram Studio, a film studio in Kansas City founded by Walt Disney and his friend and animator Ub Iwerks. The short film starring child actress Virginia Davis was shown interacting with animated characters in the short film. After the mass success of Alice Wonderland, Walt signed a bond to create six Alice Comedies series. Also, with a choice for two further series of six episodes each.

Before the signing, Walt decided to move to Hollywood to join his brother Roy O. Disney because Roy had tuberculosis. On October 16, The alliance of Walt and Roy allowed them to co-found Disney Brother Studio. Hence, the official start of Calvin Klien – Disney studio started in October and further the production of films was started in the same year.

After the success of Alice, Walt created his first series of fully animated films, featuring the character Oswald the Lucky Rabbit. Later, because of the loss of Oswald, Walt replaced the rabbit into a mouse naming it as Mortimer Mouse. The character’s name was changed because Walt’s wife urged to name the character Mickey Mouse and the journey began.

As a result of Mickey Mouse, the name of Disney showed its shine all over the globe. Mickey Mouse gained love not only from kids but also olderly people making it a symbol of disney. In 1934, Calvin Klien , Walt decided to make Disney’s first ever feature-length animated film, Snow White and the Seven Dwarfs, and told his animators by acting out the story. It took almost 3 years to complete the work for the film.

The budget decided for the film was $150,000 exceeding it by ten times the amount at $1.5 million. Thus, the film took 3 years to get done. After the release of the movie on 12th Dec 1937 it became the first ever film to be ranked as highest-gross making film to collect a total of 8 million in history. Many films like Pinocchio, Bambi got hit by the global disturbance caused by World War II. In 1950, Calvin Klien, Disney’s first animated film in eight years Cinderella was released and was considered a return to form for Disney.

In the year of 1955 on 17th July 1955, Disneyland was open with Mainstreet of USA work done offering 20 rides in the park. It cost $1 at that time to enter the park and guests had to pay individually for each ride. It was estimated that 11,000 people would attain the park but the count exceeded 28,000 people. Just in its first week of being open, Disneyland had 161,657 guests show up, and by its first month of being open, the park had over 20,000 visitors each day. After its first year, Calvin Klien, 3.6 million people had visited the park, and after its second year 4 million more guests came, making it more popular than places such as the Grand Canyon and Yellowstone Park. That year Disney had a gross total of $24.5 million compared to the $11 million the previous year.

Market Studies:

As it was a revolutionizing era for the film and animation industry. Many of the promotional activities available now were missing in those days. Marketing and promoting any new product based on moreover mouth publicity, hoardings and television ads. Now Disney Calvin Klien, being a Global icon and brand icon of America it executes several types of marketing strategies to show up to the audience. It’s impossible to scale to the Walt Disney company’s size and scope without a powerful marketing genius. Disney has dominated the marketplace for years by continually adapting its marketing strategy.

When it comes to Disney’s various industries and markets, this component of the marketing includes pricing strategies and corresponding price points, and price ranges that are individually defined according to industry and market conditions. The business takes control of functional effectiveness in approaching multinational audiences via a combination of international, local, and regional applications of marketing communications. The marketing communications mix includes some strategies and tactics like Advertising, Direct Selling, Sponsorship, Sales Promotion, Public Relations, etc.

Campaigns:

In 1950, the television industry began to expand, and Disney got in it on Christmas Day when NBC showed up the company’s first television production One Hour in Wonderland, which was a promotional activity for Disney’s ,Calvin Klien further animated film Alice in Wonderland and sponsored by Coca-Cola.

Disney’s ‘princess culture’ has been winning hearts vigorously in recent years, In response, Disney has taken steps to position its princesses in a more empowering light, using marketing campaigns like its #DreamBigPrincess initiative to do so. The campaign included 19 female photographers from 15 countries creating positive images of strong female ideals, including a surfing champion from Brazil and the youngest female to speak at the UN. Disney also donated a certain amount to the UN’s ‘Girl Up’ campaign every time one of the images was displayed on social media platforms.

To celebrate Mickey Mouse turning the grand old age of 90 in 2018, Disney launched a special immersive art exhibition in his honor. Located in New York City, the 16,000-square-foot interactive museum housed Mickey-themed artwork from both historic and contemporary artists, as well as installations including a life-size steamboat and ice-cream shop.

Consequences of Lockdown on Walt Disney Company:

The Chairman of Disney Parks, Experiences and Products Bob Chapek, who has been serving for Disney for 18 years became CEO of Disney on 25th Feb 2020 after Iger. Iger decided to hang on with the company as an executive chairman until December 31, 2021, to deal with the company’s creative strategy. In April, Iger resumed operational duties of the company as executive chairman to help with the company during the COVID-19 pandemic and Chapek was appointed to the board of directors.

During the COVID-19 pandemic, Calvin Klien, Disney closed all of its theme parks, delayed several movies that were to be released, and stopped all operations on their cruise line under the order of government. Due to the closures, Disney declared that they would stop paying 100,000 employees, but would still provide full healthcare benefits, along with urging the U.S. employees to apply for government benefits through the $2 trillion incentive check, saving the company $500 million a month. Also in addition to all this, Iger gave up his entire $47.5 million salary and Chapek took a 50% reduction in his salary.

In the Calvin Klien company’s second revenue quarter of 2020, Disney calculated a $1.4 billion loss, with their income dropping by 91% from last years $5.4 billion down to $475 million. By August, two-thirds of the company was owned by large financial institutions. In September, the company had to fire 28,000 employees, 67% of which were part-time workers, from its Parks, Experiences and Products division.

Additionally, Disney lost a total of $4.7 billion in its revenue in the third quarter of 2020. In November, Calvin Klien, Disney laid off another 4,000 employees from the Parks, Experiences and Products division, raising the total to 32,000 employees. Due to the COVID-19 stagnation, Disney closed 20th Century Studios’ animation studio Blue Sky Studios in February 2021. With Touchstone Television ceasing operations in December.

Conclusion:

In summary, The heart ruling Calvin Klien company Walt Disney Company is the market leader because of its dominant worldwide presence and its creativeness entertaining generations. Because of its inviting environment, and unrivaled service, audience and fans the experience of Disney is undoubtedly unlike any other entertainment industry. Their welcoming “perfect entertainment and creativeness associated atmosphere” should be a long-term competitive advantage.

The company’s on-site collaborations have earned higher response rates, putting them in front of the pack in the mature business. As a result of its all encompassing marketing approach, Calvin Klien, Walt Disney Company enjoys a strong market position and also made many people’s childhood memorable with their animations as well as theme parks.

Nike most trusted America-based brand rules the sports world all over the globe. As of later 2020, the organization had a count of 76,700 employees worldwide. Around early 2020 the brand was at 89th position in the brand fortune 500 list counting 32 billion making it shine as the most valued brand in the sports world. Nike is shining in the sports market since 1964 when started as a Sports equipment company. 

This blog is a comprehensive examination of Nike’s marketing techniques, including its target market, social media strategy, marketing mix, digital marketing presence, campaigns, and marketing activities throughout the ongoing pandemic.

About Nike: 

In 1964, Phill Knight track athlete, and his coach Bill Bowerman founded Nike originally known as Blue Ribbon Sports (BRS) in Eugene. In partnership with Japanese shoemaker, Onitsuka Tiger formed BRS. Till the end of 1964, the BRS sold around 1300 pairs of sports shoes and earned 8,000. In early, the annual net gross of BRS reached up to 20,000.

Later in 1966 BRS opened its retail store in Santa Monica, California. Later in 1971 relationship between BRS and Onitsuka Tiger came to an end. Then BRS was newly born with expansion and a new name “Nike”. Its first product designed by Carolyn Davidson named Swoosh was used by Nike on 18th June 1971. In the middle of 1980, Nike got a 50% share in the U.S. sports shoe market. In December of the same year, Nike went public and a new story began in the growth of Nike. 

Nike had Wieden+Kennedy as their primary advertising partner. Co-founder of the advertising company Late Dan Wieden coined the most famous slogan for Nike “Just Do It” in a 1988 Nike ad campaign. Throughout the whole year, Nike expanded at a rapid speed. The growth of Nike went at a rapid rate. Around 2013 Nike replaced Alcoa and was made a member of the Dow Jones Industrial Average.

In December 2013 Nike’s profit rose to 13% in global orders. For the budgetary year 2018, Nike reported earnings of US$1.933 billion, with annual revenue of US$36.397 billion, an increase of 6.0% over the previous budgetary cycle. Nike’s shares traded at over $72 per share, and its market capitalization was valued at over US$114.5 billion in October 2018. 

Marketing Strategies:

Nike being a global brand gained more popularity just because of the quality products. Being a sports brand added more options for promotions and mouth publicity. In 1982 first, advertise of Nike was aired, created by the advertising agency Wieden+Kennedy during the New York Marathon. With this, the Cannes Advertising Festival honored Nike as the first company to receive the honor twice of Advertiser of the Year in 1994 and 2003.

Nike now promotes its products through sponsoring agreements with celebrity athletes. Nike’s first professional athlete to promote Nike’s product was Romanian tennis player Ilie Năstase. Nike has also sponsored many other successful track and field athletes over the years, such as Sebastian Coe, Carl Lewis, Jackie Joyner-Kersee, Michael Johnson, and Allyson Felix. The underwriting of basketball player Michael Jordan in 1984, with his subsequent promotion of Nike over the course of his career, with Spike Lee as Mars Blackmon, proved to be one of the huge boosts to Nike’s glare and sales.

Digital Marketing: 

Nike’s best digital marketing campaigns have some basic aspects including some of the best digital marketing campaigns of Nike. 

Nike believes in marketing strategy is brilliantly supported by effective ads. Nike doesn’t just sell their product but they sell aspiration. 

Building Taglines and Stories

Nike focuses on creating meaningful stories to build a loyal fan base. Nike prompts emotion in the customer through “emotional branding”. Carefully crafted ads aim to give rise to particular feelings and make Nike products more meaningful through the eyes of the customers. 

Financial Statistics

Nike’s digital marketing strategy has brought success. Nike is the most valuable global apparel brand with a brand value of 28 billion dollars as per the records of 2018. They held the largest market share with 2.8 percent in 2017. The company’s financial record is also strong. In the last consecutive 4 years, Nike generated over 30 billion dollars in revenue.

Targeting Targeted Audience

Nike has a special targeting strategy that targets the audience who actually needs the products. E.g. Nike believes in sponsorships. Nike promotes their product through celebrity athletes gradually leading in approaching a targeted audience crowd. 

The brand always uses cutting-edge technologies like hyper adapt. Their mission is “To bring inspiration and innovation to every athlete in the world” and as we all know their tagline is “Just Do It”. They have a strong product portfolio in various interrelated business segments to retain their customers and provide bundle products to them. 

Campaigns: 

Nike advertisements have always delivered powerful messages that stay with viewers for a long time.

The label’s well-known “Just Do It” mission statement has appeared in the list of iconic advertisements over the years. The company has earned a reputation for being one of the most creative advertisers in the business. 

Charles Barkley’s “I Am Not a Role Model” (1993)

The leading sportswear cast Charles Barkley in its 1993 commercial raised a valid point “Just because I dunk a basketball doesn’t mean I should raise your kids”. The statement created controversies in Unites states. Barkley was not the only one to make this point at the time, but his message was amplified through this ad.

Tiger Woods’s “Hello World” (1996)

With their “Hello World” promotional video, the leading sportswear presented Tiger Woods to the world when he started playing professionally in 1996. Few could have foreseen then how influential Woods would be in the world of golf, but Nike’s ad boldly predicted his accomplishments that would shortly follow. The ad went on air and slowly got more popular in those days. 

Equality (2017)

Nike deliberately harnessed the sport’s supremacy, as well as its athletes, to fight impairment and discrimination in its February 2017 video advertisement. The campaign urged people to implement the sportsmanship and justice they witness on the court or on the playing field in their everyday lives. It wasn’t made to advertise a product. Instead, the label and the athletes intended to highlight a major social issue in the United States.

The tagline of this campaign was, “The ball should bounce the same for everyone, on or off the field of play.”

COVID-19 Scenario:

Lockdown and Covid 19 can be said to be the worst years in world history after world wars and pandemics. The virus made many unrecoverable damage. Many of the people lost their loved ones, some lost their job and some lost their big set-ups raised with hard work. In this scenario, many companies and their owners came forward to help people globally. 

With the same thought, some companies overcame this phase yet the impact of Covid continued on many of the companies. Currently, it has been almost three years for Covid outbreak yet companies striving hard to come up with the loss bared in those years. Although safety was more important in the situation after all it has to be left back and starting again is what is needed. Many companies like Nike supported citizens and the government to overcome the phase. Nike held campaigns and sessions for employees addressing people and their employees to be aware as well as assuring them of safety and security.

Nike addressed their customers and employees, “For the continued safety and wellbeing of our teammates and customers, our Nike-owned and operated stores will remain temporarily closed in multiple countries around the world. Stores in selected locations are open based on guidance from health and government authorities.”

Conclusion:  

In summary, Nike is the market leader because of its dominant worldwide presence and leadership. Because of its inviting environment, and unrivaled service, a customer’s experience at a Nike store is undoubtedly unlike any other sports equipment shop. Their welcoming “perfect sports-associated atmosphere” should be a long-term competitive advantage. The company’s retail outlets and on-site collaborations have earned higher response rates, putting them in front of the pack in the mature business. As a result of its all-encompassing marketing approach, Nike enjoys a strong market position.

Starbucks Corporation, based in Seattle, Washington, is an American global coffeehouse and roastery business. As of early 2020, the firm has over 30,000 outlets in 70 countries across the world.

This blog is a comprehensive examination of Starbucks’ marketing techniques, including their target market, social media strategy, marketing mix, digital marketing presence, campaigns, and marketing activities throughout the ongoing pandemic.

About Starbucks 

In the 1980s, all-out espresso offerings in the United States were on the decline. Strength espresso, on the other hand, grew in popularity and accounted for 10% of the market in 1989, compared to only 3% in 1983. By 1986, the group had six locations in Seattle and had only recently begun selling coffee. By 1989, Starbucks had 46 locations across the Northwest and Midwest, and each year it brewed more than 2,000,000 pounds (907,185 kg) of coffee. Starbucks had 140 locations with $73.5 million in revenue at the time of its first public offering (IPO) on the stock exchange in June 1992, up from $1.3 million in 1987. 

At this stage, the organization’s fair market value was judged to be $271 million. The sale of a 12% stake in the company earned roughly $25 million for the company, resulting in a two-fold increase in the number of outlets over the next two years. Starbucks’ offer cost had risen by 70% to more than double times the income per component of the previous year by September 1992. In July 2013, over 10% of in-store purchases were made via the Starbucks app on customers’ phones. 

Starbucks is ranked 132nd on the Fortune 500 list of the largest companies in the United States by revenue as of 2018. Starbucks said in July 2019 that their “monetary second-quarter total compensation of $1.37 billion, or $1.12 per share, up from $852.5 million, or 61 cents for each offer, a year earlier.” In the middle of 2019, the organization’s fair assessed worth of $110.2 billion increased by 41%. In the third quarter, earnings per share were 78 pennies, significantly more than the forecasted 72 cents.

Starbucks, as the world’s largest coffeehouse chain, is often regarded as the face of America’s second wave of coffee culture. Starbucks coffee houses serve:

Visit this website to learn more about what Espresso machines Starbucks uses.

• Hot and cold drinks
• Evolution Fresh juices
• Whole-bean coffee
• Caffe lattes
• Microground instant coffee known as VIA
• Frappuccino beverages
• Espresso
• Full- and loose-leaf teas including Teavana tea products
• Snacks including items such as chips and crackers
• La Boulange pastries

And also, some offerings are seasonal or specific to the locality of the store.

Starbucks in India

Starbucks was interested in entering the Indian market in the 2010s. By focusing on the specific upper-class demographic in India, the firm hoped to profit from the development of coffee culture. 

Starbucks Corporation and Tata Coffee announced plans to launch Starbucks stores in India in January 2011. Despite a phony start in 2007, Starbucks said in January 2012 that it will form a 50:50 joint venture with Tata Global Beverages named Tata Starbucks Ltd., which would own and operate shops labeled “Starbucks, A Tata Alliance”. In 2007, Starbucks attempted to enter the Indian market. It did not, however, offer a rationale for the cancellation. The company launched its first store in a long time on October 19, 2012, a 4,500-square-foot location at Horniman Circle, Mumbai. In 2013, The company launched its first cooking and wrapping factory in Coorg, Karnataka, in order to service the company’s customers.

Tata in 2017-18, The company added 25 locations, and in 2018-19, it plans to open 30. From June 2020, according to CEO Navin Gurnaney, Tata Starbucks will utilize solely biodegradable and recyclable wrapping materials across its entire shop network. On August 7, 2019, Starbucks announced its arrival in Gujarat. The next day, the group launched five outlets in Surat and Ahmedabad. The state’s largest company location is in Prahlad Nagar, Ahmedabad, and it provides more vegan options than other Indian locations. In the 2019-20 fiscal year, Navin stated that the company will open more than 30 outlets, 11 of which have been opened.

Following the successful launch of their brand, the next critical stage in guaranteeing their long-term viability was to pinpoint their target demographic. If you want someone from a case study writing service, help with your paper or case analysis on Starbucks topics, contact GetCaseStudy.

The Target Market of Starbucks

Starbucks is a high-end coffee company with a clientele that is predominantly from the upper-middle and upper classes. The brand is aimed at customers who desire a relaxing environment to consume coffee and unwind. These are primarily higher-wage professionals, company owners, or other high-end clientele between the ages of 22 and 50. People who live fast-paced lives desire delicious coffee and a quiet place to unwind after a long day. The company provides all of these benefits in one convenient location. Starbucks’ target demographic comprises both male and female consumers, with the majority of these customers falling within the 25-45 age bracket. Those who are mostly urban, health-conscious, and class-conscious consumers. 

The target audience that Starbucks usually looks for are: 

• Urban-ish, on the go
• High-income spenders
• Reaching Beyond the storefront 
• Health-conscious professionals
• Technology early adopters
• Flexible to change

The Marketing Strategies of Starbucks

Starbucks’ first marketing strategy in India was to segregate customer segments based on socioeconomic status. Working professionals and their demand for a relaxing environment are the focus of this project. The company additionally separates its market based on geography and demographics by establishing locations that cater to the aforementioned target clientele. Most businesses start out in a new market by focusing on a particular section and then expand into other categories if they succeed. The company followed suit, expanding its product line and social media marketing presence to target teens and young adults as well. 

This marketing mix has helped The company to develop a unique market position for its products which has thereby differentiated the brand’s overall experience and has positioned itself as a highly reputed brand. This marketing mix strategy to target the modern and tech-savvy generation has thus helped in the growth of the use of digital technology as well as social media for promotions and customer engagement.

The Rapid Digital Expansion

Amongst the several key priorities of Starbucks, expanding the brand’s digital reach to interact with its customers is of utmost importance. In order to keep up with the customers, it is implementing new ways to attract digitally registered customers beyond Starbucks’ rewards program. For instance, the coffee chain is offering mobile order services and leveraging Wi-Fi sign-ins at its brick-and-mortar stores.

• Starbucks Social Media Strategy: Several people are aware and familiar with the social media pages of The company. The company’s social media pages stand out amongst the rest because of their distinctive branding, interactive posts, and visually pleasing content. It also has a diverse range of content includes recipes, photography, articles, and features; however, this stream can be broken down into a sequence of campaigns pitched at creating a better sense of brand awareness and community.
  
• Starbucks Product-based Marketing Campaigns: Starbucks promotes one-of-a-kind and fan-favorite drinks. The brand is well aware of how popular their flagship goods are, but more significantly, they are also aware that their target audience is hungry for this type of material. They’ve also built social pages for their most popular drinks, like Pumpkin Spiced Latte and Frappuccino, where they share pertinent and relatable memes with their devoted fans. User-generated content (UGC) plays a role here as well. Consumer photographs of more Instagrammable items, like the Unicorn Frappuccino, are frequently chosen to be re-shared via official channels and utilized in influencer marketing.

Starbucks Corporate Social Responsibility-Based Campaign

The company positions itself as open-minded and inclusive by using social change as a marketing strategy. The #ExtraShotOfPride campaign, which promotes the LGBT+ community, is one example.

• Community-Based Campaigns: Starbucks’ digital approach also places a premium on spotlighting individuals and communities. Consider the #RedCupArt campaign, which not only boosts interaction but also creates a library of user-generated material. They localize the information by using narrative to demonstrate examples of bravery and charity in American neighborhoods. The company makes a conscious attempt to humanize the firm by publishing tales on their Instagram account that emphasize the employees that play an important role, particularly when it comes to customer service. This sense of belonging also makes online coffee content sociable, just like they did when they effectively founded contemporary coffeehouse culture.
  
• Festive Marketing: Starbucks has also launched a new seasonal whole-bean coffee, the #StarbucksDiwaliBlend, for customers in the United States and certain international markets. Hand-picked and obtained from Tata Estates in Karnataka and Tamil Nadu, the current exquisite mix is a must-try. Starbucks Diwali Blend pays homage to the region’s rich coffee legacy and skill. It created the #SketchTheBlend promotion, in which consumers could win 5 free drinks by sharing their creativity on the Diwali Blend cup and sleeve.

Let’s dive deeper and analyze their overall digital presence.

Digital Marketing Presence of Starbucks

The company recognizes that its customers are digitally savvy, making a solid digital marketing plan essential. The company clearly favors marketing on platforms that allow for two-way contact over channels that only allow for one-way communication, such as print and television.

• Instagram – 248K+ followers
• Facebook – 1.1M+ likes
• Twitter – 161K+ followers
• Starbucks updates its social media accounts on a regular basis and creates challenges and games to engage customers and grow its fan base.
• The content and engagement are consistent across all platforms, and the company believes in providing an experience rather than merely a route for marketing.

The Marketing Strategy During Covid-19

We’ve all seen how quickly the Covid-19 outbreak spread over the world. Overnight, every business in the world was impacted. And they had to figure out how to stay afloat in these uncharted waters. The epidemic had a significant influence on the Indian market, but The company was continually improving to lessen the economic impact. These were the actions performed by the coffee behemoth during the epidemic, demonstrating why it is the most valuable:

The Expansion of The company

CEO Navin Gurnaney indicated that they will open drive-thrus to encourage people to interact with them, as well as home deliveries to keep in touch with clients during the epidemic. The first drive-thru was at Ambala Chandigarh Expressway in Zirakpur. The company has launched its app as well—Starbucks India App so that customers can easily navigate and purchase their offerings.

Starbucks Social Media Campaigns

• #ReconnectWithStarbucks campaign:
  
  The company’ social media campaign was launched in two stages. Customers were urged to submit their means of reconnecting despite the epidemic and their favorite Starbucks memory on their personal Instagram accounts with the hashtag #ReconnectWithStarbucks in the first phase. They encouraged their consumers to remark on their favorite beverage on the post in the second phase, “Half Cup Full.” They then sent these consumers audio memos with their favorite beverage and baristas yelling their names to remind them of the famed in-store experience. This was an excellent advertisement since it not only reminded consumers of their fond recollections of Starbucks, but it also made them feel good about themselves.

• #StarbucksAtHome and #StarbucksDance:
  
  The company has launched a 1 liter of freshly brewed drinks that can be ordered through Swiggy and Zomato for takeout or delivery. Seven flavors were introduced, each costing Rs.550 per bottle. The company announced the #StarbucksDance challenge to advertise the drink, asking consumers to film a dance video with the drink and post it to their personal accounts. They guaranteed the winner a year of free Starbucks.

Strategic Alliances to Enhance the Experience and Reach

• Signature Merchandise Launch with Flipkart:
  
  The epidemic changed people’s shopping habits and pushed them to buy locally produced goods rather than imported or foreign-made goods. The company took advantage of this transition by teaming up with Flipkart to sell Starbucks Signature Merchandise on the online marketplace. Custom mugs, tumblers, cold cups, and other items were available. Customers will be able to order coffee-making equipment from the convenience of their own homes in the near future. The company only had a presence in 12 cities; thus, this was a calculated effort to reach out to customers in their homes across India during the epidemic, taking advantage of the country’s growing reliance on E-Commerce.
  
• Stand-up Comedy Festival:
  
  The company has launched the #StarbucksComedyFestival, which will give select fortunate customers a free ticket to the comic festival. On the customer’s invoice, the fortunate codes would be present. Customers would be excited to shop m now that they have a prominent line-up of presenters including Sapan Verma, Azeem Banatwalla, and Rahul Subramanian.

Conclusion

In summary, Starbucks is the market leader because of its dominant worldwide presence and leadership. Because of its intimate ambiance, inviting environment, and unrivaled service, a customer’s experience at a Starbucks store is undoubtedly unlike any other coffee shop. Their welcoming “perfect coffee shop atmosphere” should be a long-term competitive advantage. The company’s retail outlets and on-site collaborations have earned higher response rates, putting them in front of the pack in the mature business. As a result of its all-encompassing marketing approach, Starbucks enjoys a strong market position.