Mid-Term-Coca-Cola

Coca-Cola is the largest beverage company in the world today. With more than one billion people enjoying this beverage since 1886. Coca-cola was created by Dr. John S. Pemberton. Coke was first offered as a fountain drink beverage before it was bottled. This drink was available at Jacobs Pharmacy by mixing Coca-cola syrup with carbonated water. “Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. In 1899, The Coca-Cola Company began franchised bottling operations in the United States.”(Coca-cola.com) In 1886: Drink Coca-Cola, in 1989: Can’t beat the feeling, in 1993 Always Coca-Cola, today: perfect harmony whatever slogan we grew up with we always knew the refreshing goodness that followed. These slogans changed the beverage industry, and created a American tradition.

Consumers:

Coca-Cola is targeted towards all consumers, with the thirst for the highest-quality beverage. Coke is for any lifestyle, ethnically, income, genders and ages. Coke is a tradition for very family in America, and now the world. This is what you drink hanging out with your friends, family, co-workers, and even strangers. Coke brings people together from any walk of life. This is a bonding product, you share and create memories while having an ice cold Coke! I remember as a child having Sunday barbeques with family and friends we would have hamburger, hotdogs and Coke.  This American tradition has continued for many decades. “Entering the last quarter of the 20th century, the deep emotional bond between Coca-Cola and its consumers grew even more powerful and more global”(Coca-Cola)

Competitors:

“From humble beginnings 125 years ago, Coke-a-cola Company has evolved from one product -- Coca-Cola -- to more than 500 brands in 2011. We’ve grown from selling a modest 9 drinks a day in 1886 to 1.8 billion a day. And we’ve expanded from one city in one country to availability in more than 200 countries around the world."(slideshare.net) With every worldwide brand there are worldwide competitors. Some of the direct competitors are Pepsico Inc, Dr Pepper Sanple Group, Inc, Groupe Danone Water Divission, Nestle Waters, and Red Bull Gmbh. Pepsico is The Coca-Cola Companies major competitor, with a $103.99 billion dollar market Coke is still number one with $173.70 billion dollars.

Today’s Market:

“Coca-Cola might owe its origins to the United States, but its popularity has made it truly universal. Today, you can find Coca-Cola in virtually every part of the world.” “From Inca Kola, a sparkling beverage found in North and South America, and Samurai, an energy drink available in Asia; to Vita, an African juice drink, and BonAqua, a water found on four continents, our product variety spans the globe!”

Coca-Cola is just not a beverage company, but also a manufacturing company. They are the only company that has it’s own private manufacture to bottle there beverages. “Through more than a century of change, Coca-Cola remains a timeless symbol of quality refreshment.”(Bookrag.com)

EOC-Chapter 4 exercise

Sketchers is a mass-market moderately price shoe brand. They have had many celebrity endorsers, such as Ashley Simpson, Torey Spelling, and Kim Kardashian. In till Kim joined the sketchers team there ads were nothing extraordinary. You wouldn’t take a second glance or even remember one. Super Bowl 2012 they decided to change that. With Kim Kardashian on their side, the Celebrity who is famous for? Well we are still trying to figure that out. Sketchers took her image and created a controversial advertisement and made us all remember sketchers. The commercial is for sketcher Shape-Up shoe. The shoe that tones and firms while you simply walk. “ Kardashian flaunted some of her best assets in her much talked about super bowl ad.”Wearing slim-fitting workout clothes, Kardashian "breaks up" with her half-naked trainer in the spot for something more a little more inanimate.”
"I don't know how to say this ... you're amazing, the best I've ever had," she tells her attractive workout partner in the ad. "But things just aren't working out ... it's not someone else, it's something else."

http://www.popeater.com/2011/02/07/kim-kardashian-skechers-ad/

Mid-Term Well Known Brand

“Among the key designers who made a bold and lasting impression on women's fashion in the twentieth century, Gabrielle "Coco" Chanel (1883–1971) deserves special recognition.” (http://www.metmuseum.org/toah/hd/chnl/hd_chnl.htm) “Chanel's shops developed a dedicated clientele who quickly made her practical sportswear a great success. Much of Chanel's clothing was made of jersey, a choice of fabric both unusual and inspired. Until the designer began to work with it, jersey was more commonly used for men's underwear.”

Customers:

Chanel is a luxury brand and its consumers are just as luxurious. Chanel’s target market is upper class woman ages, 30-50 years old. Woman who wear, Chanel demestraight elegance, and class. In the past ten years Chanel’s target market has branched out to more than just upper class woman. Chanel is worn by many celebrities as well, such as Alex Chung, and Blake Lively.  Today twenty something olds are floking to the brand. “Chanel's aggressive plans are self-explanatory, industry observers said. ''Young consumers are the lifeblood of the beauty industry,'' said Irma Zandl, president of the Zandl Group in New York, a consulting company that specializes in the under-30 age category. ''A brand not recruiting teens or young adults is just getting old.''(nytimes.com)

Competitors:

  Chanel’s major and direct competitors consist of Gucci, Prada, and Louis Vuitton. “Chanel’s competitors have spent millions of dollars in (mostly) ill-fated attempts to produce perfume bottles as memorable as No. 5’s. Very few packages are as well known as, if not better known than, their contents: the Coca-Cola bottle is one, the Tiffany box is another.”(http://www.nytimes.com/2009/02/22/style/tmagazine/22rawsthorn.html)

Where it stands:

Chanel still dominates the market today. With fashion innovator Karl Lagerfeld running Chanel this brand will continue to have the same class, and elegance that Gabriele “Coco” Chanel had work so hard to build.  “Chanel succeeded in packaging and marketing her own personal attitudes and style, making her a key arbiter of women's taste throughout the twentieth century.” (http://www.metmuseum.org/toah/hd/chnl/hd_chnl.htm) “Continuing to combine current trends with the class and simplicity of original designs Lagerfeld has a strong vision and continues to keep the brand at the forefront of the fashion world.”(http://www.femalefirst.co.uk/lifestyle-fashion/styletrends/chanel-4308.html)”Coco Mademoiselle has made great inroads into the 18-to-34 market, which represents a third of the $2 billion women's fragrance market. According to a study by NPD BeautyTrends in Port Washington, N.Y., which tracks the beauty industry, the leading brands owned and used most often by women 18 to 34 in 2001 include: Happy by Clinique, which had overall sales of $101 million in 2001; Romance by Ralph Lauren, at $63 million; Tommy Girl by Tommy Hilfiger, at $42 million; Victoria's Secret Divine (which is not tracked by NPD, but has annual sales estimated at $40 million); Lancaster Cool Water Woman at $30 million; Calvin Klein's Obsession at $27 million; and CK One at $20 million.” (http://www.nytimes.com/2002/08/15/business/media-business-advertising-chanel-makes-big-pitch-for-new-perfume-aimed-young.html)

EOC WK4-CH4 Discussion Questions

Discussion Questions Chapter 4

Dolce & Gabbana

1.     Currently how many divisions do Dolce & Gabbana have in their company? Has it grown since this chapter was written? If so, How?

The currently have three brands; Dolce & Gabbana, D&G, and D&G junior. The company on a size wise of more brands to the name, no they haven’t. Dolce & Gabbana as a niche fashion brand has grown extensively. D&G has become a household name in the world of fashion.

2.     Do you think Dolce & Gabanna caters to the fashionistas that the rest of the design world has rejected? Why do you think they have dressed woman like Isabella Rossellini, Madonna, Kylie Minogue, and Brooke Shields? Do you think theses woman are risqué? Why or why not?

I personally do think that they cater to all fashionistas everywhere just because the price points of the brand cater to every income level. They are more moderately priced item for different consumers. D&G is a mass-market brand catering to higher, low-higher income men and woman. You can’t find this brand in your local malls though. This is a specialty retailer and they make sure it’s not available! D& G has dress these woman because they are relatable to the brand. They are popular celebrity woman who has a great career and D&G wants the consumer when they see this celeb, to think of the brand. The celebrities see that this brand is a great one and they want to be a part of it.

3.     Do you think gay and lesbian consumers purchase different fashion brands than heterosexual? Do you think it was smart for Dolce & Gabbana to target this market? Why or why not?

I don’t think so because they are people too and they do have the same style and taste of anyone else. I do think they like brands like D&G because of their advertising campaign. Brands like these target the gay community, so they are more likely to lean towards the brand.

Mid-Term- Well Known Product

                                                                   MacBook Pro

 Before the Mac Book Pro, the only option was your home PC, Apple desktop, and your brick of a laptop.  The next generation of Apple came with the Mac Book pro. Apples answer to your brick, but being able to take your Apple desktop with you on the go.  Along with the genus product came the greatest advertisement of its decade. “Mac Vs. Pc.” Hi I’m a Mac! Hi I’m a PC.” “This phrase is now embedded into pop-culture, proceeds some very witty and often times funny,"(adgae.com) but with a harsh truth about your PC. “Apple subscribes to the “less is more” theory and uses it to powerful effect, both in product design and advertising.” Anything not absolutely necessary is stripped away to reveal purity and a sense of magic. “From their iconic logo to iPod’s campaign of gyrating silhouettes against a kaleidoscope of color, Apple is more than a brand—it’s a culture.”(Apple.com)

Consumers:

 Apple is targeted towards the younger technology based generation.  Generation Y is also known as the millennial generation, and the net generation. “PCs are what your parents used," is the message that Apple wants Generation Me to think when they are computer shopping or asking their parents to buy them a new computer."(apple.com) This is exactly what Apple created with the Macbook pro. Not your parent’s computer, ditching windows, Apple has created a portable device to quickly do work, music, videos, and much more.

 It’s a generation that wants everything now, and wants to believe they are creative. PCs still do the job, but they have been struggling to keep up with the fad that Apple had created. Generation Y likes to believe they are the most creative generation to date, and Apple has helped fuel that belief. They have made software that comes with your computer for basic music making, basic film editing, and easier and faster ways to share. It has made it so anyone can find a way to record their garage band and post it to itunes, even if it’s not good.

Competitors:

  In recent years Apples competitors were Dell, Alien Wire, Gateway, Windows, and software companies. Now Apple has new competition added to the list, any music down load sites; such as Napster, and Lime Wire. “From the iPod to the MacBook Air to the iPhone and iPad, Apple’s style and product design are widely imitated by competitors.”

 When it comes down to it though, Apple went from being barely known, to King of the computer and type world. They now make more money then any of their competitors. “Most of our competitors are interested in doing something different, or want to appear new — I think those are completely the wrong goals. A product has to be genuinely better. This requires real discipline, and that’s what drives us — a sincere, genuine appetite to do something that is better.”(apple-hisory.com)

Where it stands in the Market place:

“Apple has been the dominant force in the tablet market over the last couple of years. Even though it faces a host of Android-based devices, including the popular Samsung Galaxy Tab 10.1”

“The quarterly revenue for 2012-second quarter, ending in March 31, 2012, was $39.2 billion with a quarterly net profit of $11.6 billion.” While companies like HP are left in the dust with under $3 billion. So no matter what side of the Apple vs. PC war you stand on, there is no denying that Apple has done something right.”(http://voices.yahoo.com/truth-advertising-analysis-apples-mac-vs-641618.html?cat=15)

EOC WK3 (Chapter 3-Exercise)

Calvin Klein

“Between love and madness lies obsession.” Calvin Klein is a perfect example of a person who has created a well-established fashion brand. Klein’s business consists of clothing (men and woman), cosmetics, fragrance, and home goods. Klein built this branded empire from his first line of coats and suits. This is where he got his start in the fashion industry. He is known for his racy fashion ads, he took sex sells to the next level. In the 1990’s actors and models like Mark Walberg, Kate Moss, and Brook Shields were the face of Calvin Klein Jeans. These advertisements were considered Controversial, but he made a long lasting impression on the industry. Klein was born in Bronx New York, on November 19, 1942. He was raised in a middle class Jewish community. Klein attended New York school of Industrial Art (it is now known as The High School of Art and Design) and the Fashion Institute of Technology. He graduated from Fashion Institute of Technology in 1962. In the beginning Klein work at three firms where he got his recognition for his coat and suit design. Klein soon became known as the intrinsically American Style. While being a true American classic Klein was able to stay up to date with the new trends. In 1968 Klein and his long time friend Barry Schwartz partnered up to form Calvin Klein Ltd. This is the mega brand we see today. Even though Klein is known for his woman’s sports wear, and men’s wear; his brand also include jeans, shoes, underwear, bed sheets, cosmetics, skin care and fragrances. Quickly after partnering with Schwartz the word spread threw the fashion industry that Klein is a sleek and talented designer. In 1970 is when he introduced he Jean line. “Calvin Klein is said to have instigated a revolution in advertising when he launched his jeans range - the original designer jeans. This new range was advertised as wholesome, sexy and practical, using the model Brooke Shields.”(bio.com) In 1982 the underwear, and men’s wear line was introduced; also during the 1980’s Klein’s fragrance was released. These fragrances include “Obsession, Eternity, and Escape.” Over time swimwear, accessories, and eyewear was added to his empire. He got married in 1986 to Kelly Rector, but ten years later followed in divorce. In the 1993 Klein made a huge impact on the market by releasing his unisex fragrance “CK One”. In 1993 marked Klein’s twenty-fifth anniversary. Shortly after in 2002 he hired Francisco Costa as his new creative Director of his woman line. Klein sold his company to Phillips-Van Heusen this is when he retired. The creative designer for his men’s wear, Calvin Klein line, and Calvin Klein Jean is Italo Zucchelli and Kevin Carrigan. Klien is still the company’s creative chief. Klein has many awards, over is career to honor him and his success with the CK brand. He was honored with the Council of Fashion Designer of the Year, for men’s and woman’s wear. Klein was the first designer to win both categories in the same year. His background in education and work history prepared him for the brand he created today. Much as any designer he worked for someone else in till he got his break. His big break came from his coats, and suit designs. You can come pare Klein to other major branding creator, such as Ralph Lauren. The reason why I would choose this designer over any other in the industry today, is because of where he got his start “ recognition.” Calvin Klein was originally recognized for his coats . He is relatable to what I would like to do. I want to start off with a coat line, and work my way into other brands. He is an inspiration for anyone who wants to create a successful brand. He knows that branding is everything.

BOC-Proffesional Woman's Swimsuit

In today’s market it’s hard to find a job, so when you have one you want to keep it. Your put in a dilemma when summer rolls around and your boss is throwing a “beach Party.” You don’t want to not go, but you know you have too. So the dilemma is what to wear? Some advice, don’t dress like your going to the Hard Rock pool in Las Vegas, but don’t dress in your everyday work wear. Finding a middle ground is how you’re going to, “rise to the top.” As a woman looking classy is going to be key. Wearing a cute sundress, baby doll dress, or maxi dress is your wardrobe is going to successes over anyone else. This is a classy, yet summer look with out trotting around in your swimsuit. Nice convertible flat and bold accessories is how you are going to take your ordinary dress and make it a nice fashion statement that makes you stand out from the rest. The debate arises if you should even wear a swimsuit at all? This debate can go either way, if you decide to wear one it needs to be a one piece or a tankini. I would advice to skip the whole swimsuit in general because you are not going to go further than ankle deep in the water. Wearing a nice floral, or bold print is perfect for any spring/ summer occasion. You can take any of those prints from day to night! Here are some examples of the perfect, “appropriate” out fit to wear to any professional setting.

Eoc-Chapter 3 Discussion Questions

Chapter 3
The History of A King: Ralph Lauren

1. Is Ralph Lauren a designer? Why or why not?

No Ralph Lauren is merchandiser. Lauren is the creative force behind his brand. He does not create patterns or sews the actual sample. “Ralph Lauren has dedicated 40 years of his life to the creation of his brand image.”

2. Where did Ralph work prior to working for him self? Why do you think this experience was beneficial for his career?

He worked for a Boston-based tie- manufacture, Rivetz. “Lauren was an average sales man, but he was an extraordinary manger.” I think the job was very beneficial for Lauren’s career as a manufacture, he learned the value of self-promotion within a brand. This key trait is what makes him successful today. Also becoming known in the New York garment industry really was a helpful protion to his career.

3. Currently how many division does Ralph Lauren operate under his name? Can you identify the target market for each division? Are they homogenous or diverse?

“He utilized self-promotion as a way to stand out above his peers and get attention from cleints.”

Ralph Lauren currently has over ten brands tied to his name. The target markets range from brand to brand, but they are modern men and woman middle class.

4. I really am not a fan for Ralph Laurens brand specifically, but than again I am not hi targeted market either. However I am a fan of his business strategies and how successful of a brander he truly is.

5. How has Ralph Lauren built on his original brand to create an empire and an almost unparalleled career in fashion? Can you think of someone else who compares to him?

Lauren has created his an empire from a brand. Calvin Klein is another great example of a person whom we can come pare Lauren to. Calvin Klein has created a brand within himself, that reflects on home, woman, men’s, and children.

Mid-Term- Well Known Product

 5-Hour Energy 

 

  “ Hours of energy now. No crash later.” The last nine years this slogan has taken us by storm. 5-hour energy revolutionized the energy drink market. Today there are many of these energy shot brands, but finding one that really work is key. “Finding the energy for work and family responsibilities is hard enough. Throw in a second job; go back to school, or simply have a sleepless night, and you’re bound to hit the wall. So what do you do? Run for the coffee? Grab a soda? But how long does that last before you need more?” The convenience of an energy solution is here, 5-hour energy, can help you get a second wind that you need to finish your day. 5-hour energy was introduced in 2004. This is a light, effective, and sensible way to re-charge your self, without ruining your whole day.  With only 4 calories, and 50 percent less sugar than energy drinks, with the perfect blend of B-Vitamins this is your perfect get-up-and-go! It is just that; a get up and go product, small enough to fit in your pocket. This product is your day saver that can go anywhere. 5-hour energy is offered at any grocery retailer, with over ten flavors, and strengths to fit anyone’s taste.

Customers:

  5-Hour energy target market is the working adult.  This was a first in the “energy drink category” that wasn’t specifically targeting teenagers. A breath of fresh air, for adults every where. “Until afternoon naps become an accepted part of the work day you may need a little help staying sharp and alert. Coffee and soda help a little, but how long do they last before you’re back for more? But with a 5-hour Energy shot you can leave grogginess behind and sail through your day.”

Competitors:

 When this brand first started, no one anticipated a multi million-dollar product it would become. There was no major competition in the market at the time. This was a one of a kind product. This was designed for customers to have a choice of now or later. Imation is the greatest form of flattery. Since the release of 5-hour, major soft drink brands have come out with similar products of their own. These companies consist of Coca-A-Cola, Monster, Red-Bull, Arizona Ice Tea, and Pepsi. “They planned to create a package that could sit on counters, assuming a new product would just get lost in the cooler in the back of the store amid the sea of competitors.”

Standing in the market place:

 5-Hour Energy is the number one in the category of energy shots. “5-Hour Energy is now being sold at such major retailers as Dick’s Sporting Goods, The Home Depot, Kroger, and Wal-Mart. These stores have helped turn this unlikely product into a best seller worth more than US$ 300 million last year. The brand has been so successful that it was named one of “America’s Hottest Brands” for 2009 by the magazine Ad Age.” This big little shot controls 70 percent of the market place according to ad age. The way this brand does so, is it extensive $60 Million dollar advertising budget. “Just like the product itself, 5-Hour Energy’s advertising is nothing fancy. The TV ads feature testimonials from real users. “It’s an old fashioned Procter & Gamble message,” Sperber tells Ad Age. “Here’s the product, here’s the features; here’s the benefits.”

 The birth of the “2:30 feeling” 5-hour energy has created a great following with the working adult consumers. This is the go to fast acting saver we all need. “Hours of energy now. No crash later.”

My Voice

 I am fashion..... Everything that has to-do with Southern California I LOVE, the beach, the sun, the rain, the desert, the whole atmosphere. From the skater, surfers, to the dirt bike riders, to the kid who is just unsure, who wants to look nice. I get my inspiration from all of these aspects. I understand that everyone has their own style. I design my cloths with all of these factors in mind. I have two clothing lines in process, one for young woman. The ages of thirteen to twenty-two. The second line is baby clothing. I always see the same generic clothing on children I want to change that. I think every baby and toddiler has its own personality. I want to express that. They should not dress the same because they are not the same person. Regardless of age. I am taking woman’s motocross fashion to actual fashion. Girls are just as equal as boys, but why do there sporting cloths have to look the same? I am going to make things more stylish to ware. With Bmk Fashions my goal is set on personality and how everyone has his or her own. I will utilize their personalities into my clothing!

EOC-Chapter 1 Discussion Questions

Chapter 1 Discussion Questions

1. What is branding? Branding has been defined as “ The cumulative image of a product or service that consumers quickly associate with a particular product.” Branding is “A competitive strategy and identifiable.” As a consumer we do this every day with out even realizing that we are. When be see the red iconic Coca Cola symbol we immediately associate it with soda. This brand recognition between products is what defines our buying habits. As consumers we will buy something we are familiar with(even if it just the name, not the actual uses of the product) than trying a new product on the store shelves.

2. How are companies able to sell T-shirts, jeans, sunglasses at high prices? The reason why companies can charge so much for a basic product is because of brand name. Consumers prefer buying a higher priced item over a genric or moderately lower cost item because of the name. Consumers feel a scene of security in purchasing something they know. They are paying for quality within a higher priced item. A great example of a item that may not be considered to most people as a luxury item is underwear for men. Men can care a less how their under ware is made as long as it “feels good.” Dolce & Gabbana used that to their advantage when producing their men’s underwear line. D&G used lower grade cotton in the construction of their garment, but charged the high end mark-up because of the brand name. Companies can continue doing this to consumers because; they see there is a need and want for brand names.

3. Race, ethnicity, religion, and sexual orientation plays a huge roll in our buying habits. These groups play into the Maslow hierarcy of needs, when we are buying. Each step is a pivotal roll in when, why and how we buy. Basic needs, safety, Belonging, esteem, and self- actualization are the steps of Maslow’s higher hericy of needs. There are also buying type personalities, emotional, logical, and environmental. I would categorize myself as a mixture of logical and emotional. Most if my purchasing disiccions, are logical ones. I base my purchase dissicion on if I need the item. Than I can be an emotional shopper, I do go shopping when I am upset and need a cheering up. Even though I concider myself as two buying personalities the logical buying personality is dominate.

BOC_Week 1

 Slip, Slop, Slap!

“Slip, Slop, Slap!
It sounds like a breeze when you say it like that
Slip, Slop, Slap!
In the sun we always say "Slip Slop Slap!"
Slip, Slop, Slap!
Slip on a shirt, slop on sunscreen and slap on a hat,
Slip, Slop, Slap!
You can stop skin cancer - say: "Slip, Slop, Slap!"

“CanserCouncil”

Slip! Slop Slap; was created in 1980 by the Cancer Council of Australia. This quickly became one of Australia, most successful healthcare (warning) ad’s in advertisement history.  Know one knew in the 80’s that this simple idea would make such a huge impact on society.  The phrase slip! Slap slop! became known as the Sun Smart Program  phrase within the Cancer Council of Australia. 

The sun Smart Program was created to help minis skin cancer in Victoria. This organizations main goal is to reduce skin cancer in young people. When you learn good skin habits early on in life the battle is easier fought.  “They also want to teach the benefits between UV radiation and exposer to Vitamin D.”( SunSmart.com)

            “Slip! Slop Slap!”,  consist of a singing seagull reminding every sun athusist to protect themselves and wear sunscreen. “The campaign is widely credited as playing a key role in the dramatic shift in sun protection attitudes and behavior over the past two decades.”(Cancer.org) This advertisement also teaches the proper clothing takes a key role in sun protection.  But what is proper clothing considered to be sun smart? A broad- rimmed hat, light-colored,  and loose fitting garments are considered to be proper sun protection. “Today some manufacturers of recreational clothing offer garments made of treated fabrics, which can triple the blocking capacity. “ (manfredkaiser.com)

            When is comes to a simple idea, you never know what affects in might have on society.  With this advertising campaign to reduce the risk of skin cancer, was a national success with the younger generation.  So when you head out for a sun in the sun day, don’t forget to Slip! Slop Slap!

http://www.youtube.com/watch?v=YzYHwzSE1VY 

 Work Cited

http://www.sunsmart.com.au/about_us

http://www.cancer.org.au/cancersmartlifestyle/SunSmart/Campaignsandevents/SlipSlopSlapSeekSlide.htm

http://www.manfredkaiser.com/sun_smart.html