Category Archives: Marketing

Marketing Case Studies

A Case Study on Brand Corrosion

Integrated case studies of Jaguar, Mercedes-Benz, and Saab illustrate the effects of brand extension and dilution through the lenses of brand development, luxury brands, and administrative heritage theories. The recent history of acquisitions and mergers involving luxury automobile brands provides background to the in-depth examination of these three specific instances. Conclusions are reached by comparing and contrasting the experiences of these firms relative to their mass-market siblings. Click here to read more…

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A Case Study on Brand Extension Committee: Red 7 Media

Red 7 Media owns two publications, Event Marketer Magazine and M10 Magazine. Event Marketer currently runs two conferences a year. The publisher wanted to measure the interest level M10’s audience of magazine publishers might have in the area of event marketing. So Red 7 Media took advantage of the timing of the Event Marketer conference to stage a one-day seminar for M10. Because event marketing was a completely new subject for many magazine publishers, Red 7 wanted to test the waters first with a low-risk project. Click here to read more…

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A Case Study on Market Segmentation

Forget nanotechnology. It’s Nana-technology (that is, grandmother-technology) that will make a big impression on this market. Marketers are beginning to recognize the need to redo product lines to accommodate the massive number of seniors who are about to cross the retirement threshold. Consumers are already beginning to see phone with larger numbers on their key pads, digital hearing aids to make music easier to listen to, programmable pill dispensers, and GPS systems that display. Click here to read more…

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A Case Study on Integrated Brand Management: 4Kids Entertainment

4Kids Entertainment, Inc. is an integrated, full-service brand management company that is committed to acquiring, developing, distributing and marketing children’s entertainment properties all over the world. 4Kids Entertainment is built on a vertically-integrated platform that includes the creation and development of television, motion picture, home video and music programming, merchandise licensing and website development.

4Kids Entertainment, Inc. is comprised of a group of companies including: 4Kids Entertainment Licensing, Inc., 4sight licensing solutions, Inc., 4Kids Productions, Inc., 4Kids Entertainment Home Video, Inc., 4Kids Ad Sales, Inc. and 4Kids Entertainment Music, Inc. Click here to read more…

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A Case Study on America’s Hottest Brands: 2K Sports

In the uber-competitive category of sports video games, how do you get gamers to part with $60 to buy your latest and greatest iteration when they’re perfectly happy playing last year’s release? If you’re 2K Sports, maker of the National Basketball Association (NBA) 2K video game, you stoke passion and inspire competition amongst your base.

The game beats out similar titles by goliaths Electronic Arts and Sony, and last year sold a record two million units, 40% more than in 2008. For eight years running, the 10-year old basketball franchise has been the No. 1-rated NBA simulation game, according to Gamerankings, an aggregator of game review scores. Click here to read more…

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A Case Study on Building Sustainability Into the Heart of a Brand: Procter & Gamble

Consumers can change their behavior if they are reassured about the cleaning performance of their products and if there are direct and broader benefits the consumer can easily perceive and for which independent reassurance is provided. There is clear evidence that P&G’s customers have taken the message and are washing at reduced temperatures without compromising on cleaning performance or convenience, while saving energy, money and reducing their ecological footprint. For P&G, Ariel Coolclean’s campaigns have strengthened brand loyalty, increased its consumer base, and further positioned P&G as a sustainable innovation leader. Click here to read more…

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A Case Study on Real Madrid Marketing

European soccer followed an open-league system: clubs could be promoted or demoted between the premier and secondary national leagues according to performance. Even within premier leagues, clubs often varied greatly in terms of wealth and prestige. Unlike the U.S. sports model generally characterized by some redistribution of economic resources and player talent to maintain competitive balance, European soccer had relatively few regulations to interfere with free market principles. Click here to read more…

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New Advertising Campaign for Groupon India

The campaign is created by Mumbai-based Ideas@Work, founded by Zarvan Patel and Prashant Godbole. It comprises four creative films – Street, Restaurant, Travel and Birthday – produced by Films Group.

All the films show the online company’s versatile offers across various service sectors. The film titled Street begins with an old grandmotherly figure who charges towards two young handbag thieves on the narrow uneven lanes of a market. She finally catches up with them and reclaims her bag by punching one and giving a karate chop to the other. Click here to read more…

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Case Study for ABS Broadcast

Background: Since the advent of the satellite television delivery in the UK, Sass Jahani, a former BBC broadcast engineer, has understood the need for client services that, in his words, “take the technical headache away from television channels and content owners, leaving them to focus on their core business: monetizing their content.” Jahani founded London-based ABS Broadcast in 1992 with the idea that by offering state-of-the-art technology to support fully managed, high-quality digitization and playout services, it would allow clients to launch new channels quickly with no CapEx investment…

Solution: Today, ABS services its clients with one of the world’s largest media asset management (MAM) systems and the latest K2 Edge™ integrated media server technology from Grass Valley™. The K2 Edge system provides a full suite of channel branding, audio and video file management and scheduling, commercial insertion, and program playout features in a single box.Each K2 Edge system includes two features: the Grass Valley K2 TX/MAM™asset management system, with a central database and Grass Valley Cobalt™ playout automation software…
Find out more on ABS Broadcast

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Cyber law case study: Is the online music industry covered under it? iTunes case

The recent international expansion of online music services such as iTunes has raised a number of questions about the legal foundation of these services. iTunes Case Study argues that online music services can maintain the same business model from country to country due to the harmonization of international copyright law. Nonetheless, expanding digital media services must consider remaining differences in copyright and contract laws as well as issues like regional licensing and business practices.

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