'Marketing Diary\r'

'ZAGREB discipline OF ECONOMICS AND MANAGEMENT Academic social class 2010. /2011. written by: Tanja Igic Marketing daybook Course: Principles of merchandising Zagreb, 2010. Topic 1: Competition Uniqueness as an absolute advantage c expirationit: http://www. fashionunited. com/news/leads/custo-and-desigual-in- sancti stard-war-200823070855 (08. 10. 2010. ) The root word of honor I chose as the prime(prenominal) bingle is the legal war between 2 famous Spanish fashion reproachs- Custo Barcelona and Desigual. The reason why it is the first accounting en listen is because I am rattling interested in fashion and Desigual is my favourite grease.This summer I went to Spain and I realized that there is a brand real(prenominal) interchangeable to Desigual, both in design and prices. This was the first time that I live with heard for Custo Barcelona. contrary Desigual, Custo is non an internation on the wholey cognise and famous brand. Oppositely, in Spain, the competitio n between the cardinal is very high. I goat flat comp atomic number 18 it with ii study soccer clubs â€Real Madrid and FC Barcelona. In nearly cases, if you prefer Desigual, you would n forever misdirect from Custo and vice versa. jarful for Desigual l all(prenominal)wheres came in 2008, when Custo Barcelona filed a plagiarism lawsuit against Desigual.Custo incriminate Desigual for copying its mixtures of patchwork and materials and also for following their grass openings and contacting Custo’s distri providedors to market its intersections. No one ever wrote fairish ab place the shutting of this lawsuit and that is why I asshole non give my comment on the final decision, becalm if I can comment on Custo’s decision approximately filing Desigual. I sum up it as a desperate action of act to get to a greater extent of a target market. What they didn’t consider is that Desigual lovers, after this affair, sticked eventide much with Desigua l.Unfortunately for Custo, Desigual is suave existing, not exclusively on the Spanish market, tho worldwide, and it is stronger than ever. Topic 2: Controversial marketing rape announce Source: http://press. benettongroup. com/ben_en/ approximately/campaigns/hi stratum/ (02. 11. 2010. ) It was a few(prenominal) course of instructions ago when I heard for Benetton’s and Sisley’s polemical advertisements for the first time. Since then, I drive home been checking out their new ads every now and then, because they move shocking me every time I work through them. Recently, there has been a new billboard by Sisley on the streets of Zagreb.The picture is representing a young women on the floor with visual senses of cucumbers around her and one in her mouth. They just keep shocking, alone why? believably because controversial marketing is go to sleepn to wealthy person an move on drawing upkeep to the brand. When searching about the reasons why Benetton is do ing such commercials, I found out that they wear to raise the awargonness about orbicular problems and concerns among their global customers. They shake up officially divided their publicise campaigns in three separate phases and the first one started in 1986, when Benetton began cooperation with Oliviero Toscani.The phases where named: speech rhythm of difference, cycle of reality and cycle of free speech and the right to express it. from for all(prenominal) one one released campaign, such as the one against capital punishment, resulted in wide spread out protest against the company, from the customers as rise up as governments. Usually, it ended up with lots of free promotion and an growing in gross revenue, only after the ‘ close row’ campaign, they decided to stop controversial advertising. They approach the fact that they hold repeated using controversial subjects for too long and that the come to on the customers was alternatively negative. Topic 3: TV advertisingEffects of television provender advertising on ingest mien Source: http://www. yale. edu/acmelab/ names/Harris_Bargh_Brownell_Health_Psych. pdf (21. 11. 2010. ) Topic 4: Market doctor teams in coca plant Cola HBC Does it truly emergence sales? Few weeks ago, I chip in received an electronic mail offering a bookman internship in coca Cola HBC in the selling department. It take caremed very evoke from my point of view and that’s why I decided to sign up for doing the internship. I had been invited for an reference and the week after I incur started my internship in coca Cola. It lasted for a week only.First day of my internship, we all gathered together and were explained what atomic number 18 we going to do in the next five days. Firstly, I was disappointed, and now, after I bugger off finished those lump five days, I am really fortunate because of that fuck off. Market impact teams are teams of deuce or three mess, one student and two Co ca Cola employees usually, who are going around chocolate bars and shops and are trying to overhear an impact on get behavior by club shelves, cleaning fridges, putting promo material all over the place, thus creating a brand aware(predicate)ness. MIT is organized two times a year, forrader Christmas and before Easter.In Coca Cola, they are very proud of this actions, but I arrive at alship canal been communicate myself, does it really increase sales? The help was given to me by a young manager, who I was working with. He told me that in the short run and in general, it does not increase sales, but it creates a brand awareness which is really important for every yield and company. It wasn’t an answer that satisfied me. I went further by asking: â€Å"But Coca Cola is a well chousen brand, in truth, believably the best known brand in the world. Why are you quench trying to raise brand awareness? ” That’s when I got an excellent answer, which I will neer forget.He told me: â€Å"Yes, everyone knows about Coca Cola, but sometimes you just shake to remind people that your product still exists! ” That is in all likelihood the best explanation of advertising I have ever heard. This experience was unforgettable for me. Source: my student internship ( (02. 12. 2010. ) Topic 5: Packaging and price Is the price, encase or smell of a meat what matters the nigh? Going into a perfumery and having a glance at all of the beautiful and falsifyful perfumes, makes me buy them all. subsequently approaching the around beautiful and attractive one, with the awe-inspiring desire of having it, you smell it and amazingly, it smells really bad.What are you doing? If you have money, believably you end up get it anyways. If you endure’t, you wouldn’t probably buy the better perceive one either. This question arises in my head every time I see millions of amazingly aspect small parcel of lands of perfumes. The some otherwise fact that I have realized is that perfumes for male population are not even comparable to female ones. Is the package of the perfume what really drives our purchase behavior when buying perfumes? virtually researches convey that associating a beautiful design and saturation of a perfume with the smell makes the perfume much attractive, which increases the purchase.But what if a perfume is a great looking, with honest smell and high price? That makes him even more attractive. It is well know that expensive perfumes are highlife fairs. Higher price will make them more desirable because when sightedness a beautiful package and a high price, we are creating an send off of it before even smelling it. Not only for perfumes, this phenomenon happens with other luxury things as well. Human nature is just not strong enough to resist a beautiful package. Topic 6: Brand range of a function / cable ethics Procter and seek testing on animals Source: http://www. pandgkills. om/main. html (05. 11. 2010. ) I have been avoiding Procter and risk’s products ever since I’ve heard that they are testing one animals. I am a huge animal lover and for me, animal cleaning is al virtually as cruel as human. The Procter and Gamble’s testing on animals was also a topic of my speech on the second year of college and that is when I did a little research on this topic. Not only that Procter and Gamble is one of the most famous brands in the world, but it is also one of the richest companies. It’s cruel method of testing can be easily replaced by an alternative.Despite this fact, P&G refuses to stop testing on animals, even though more reliable and humane alternatives do exist. By testing on animals, not only that they are creating a bad brand image and are representing a company’s unethical behavior, but they are also losing a lots of customers each day. Still, it is not important for them. Their earnings are probably still so h igh, that they don’t have to take care about those 100 people giving up from their brand each day. I am one of them and I can part for myself that I would never buy from Procter and Gamble again, incomplete from the other brands testing on animals.Despite their global popularity, the brand image they are creating is not as good as it could be if they spent the huge summate of money they have on behaving more ethically and switching to a less cruel ways of testing their products. Topic 7: Design Ugly, leisurely and expansive-perfect combination I have tried difficult to resist buying UGG boots this and last winter, and fortunately, I have succeeded. Different story is with my Crocs slippers. In fact, I have 3 pairs and I just love them. Those two brands I choose because they are well known for being ugly and expensive, but extraordinarily comfortable.I have never tried UGG boots myself but from other people’s stories they seem extremely warm and cosy. Since I hav e been seeing them every day, they are not even so ugly for me anymore. Crocs slippers neither. From my own experience, I can say that Crocs slippers are so comfortable that when you wear them once, you just don’t want to take them off. They are perfect choice in lots of situations and places, such as home, beach or long way walking. From these two examples, we can see that recently, people changed their points of view a bit.Of course, people still take care about how they look but sometimes, the way they feel in their clothes and position leaves a stronger impression than the clothes itself. UGG Australia and Crocs are two perfect examples for this statement and after writing this diary I will probably give up from my decision to never wear UGG boots and go buy a pair for myself. Topic 8: Business ethics Lying about price reductions put up winter, I was in shopping for a detonating device. time walking along Ilica, I entered a run Sixty store to see if they have somethi ng elicit for me.I came across a really nice, but for me, very expensive jacket. On the price tag, it give tongue to that it costed 3000 kunas but it is 50% off, so it costs ‘only’ 1500 kunas. The jacket was from the winter before and that is why the price was reduce. I never got over that jacket and that’s why I still remember the story. This year I was walking along Ilica again and went in the misplace Sixty store to see the new interior of the store. The very same jacket from the last winter, that was actually from the winter before, was still on the hanger. The thing that move me the most was the price on the price tag.It said that the jacket costed 4500 kunas in the beginning, but the price was reduced to 3700 kunas firstly and now, it is even more reduced, and costs ‘only’ 3000 kunas. That really shocked me. After telling this story to other people, I heard very similar experiences but with other stores and brands. It usually happens that , if a product is not sold on the discount the year that it has been produced, the price next year appears to be the same, even though they say it is on sale. From my own experience and point of view, words like ‘sale’ or ‘discounts’ or ‘price reduction’ are very influential on human fountainhead and thus, buying behavior.Sometimes you just can’t let other people buy that great shirt or a jacket that is on sale and you end up buying it, even though you mightiness not bespeak it or its price is still high. Experts dealing with selling products and services are very aware of the basic facts in buying behavior and human nature. They know that only a word ‘sale’ will increase sales even if there is no sale at all. What bothers me is that I am probably falling for that trick almost every day but I do not realize it. As well as experts know how to sell, we should know what we want to buy and we should never follow the words, be cause sometimes they are just mis track.Topic 9: Brand consignment Waiting up to 6 months to get on the wait list †Hermes Birkin clutch http://www. dailymail. co. uk/femail/article-1184169/Bag-lady-Victoria-Beckhams-100-strong-Birkin- handbag-collection-thats-worth-1-5m. html (05. 12. 2010. ) Since I am desperately waiting to get my degree and have a observe to go for a Master programme in Milan and have my dreams come true, I have foc utilize on a fashion industry and happenings from this field, to be up to date. That’s is how I came across the article about very famous Hermes Birkin bags.Everyone knows how expensive and popular they are but I would never expect that people would wait up to 6 months to only get on a waiting list. whizz of their most loyal customers is famous Victoria Beckham, who has a huge collection of their bags, worth about 1. 5 million pounds. This shows a great brand loyalty they have, among the celebrities but the rich part of population al so. Birkin bag is a luxury, rather then a need and from that point of view we can say that each person who buys it is loyal to the brand. If it wasn’t for loyalty and the stipulation symbol, no one would ever buy a million pounds worth handbag.Topic 10: Color psychological science and marketing Do colourize really impact consumer behavior? http://www. syncrat. com/articles/color-psychology-in-marketing (27. 11. 2010. ) On my way to new subject field center, whose logo is by the way, also in red color, I have given some attention to the advertisements around me. I have noticed that most logos are in the red color. I didn’t know if it was for a reason and that’s why I checked it on the internet as soon as I came home. in that location really is an amazing relation between the two and that’s why firms pay a lot of attention when designing a logo or making a commercial.It is said that red color is a symbol of aggression and passion and it is used to moti vate an individual to take action or convey a warning. It is also believed that is stimulates appetite. Oppositely to raptorial red color, green color is way more relaxed, symbolising growth and wealth. It is often used in commercials for natural products. It calms the mind and creates a feeling of happiness. corrosiveness color, an example of a neutral color, is well know symbol for elegance, power and sadness, as well. It is said that black color shouldn’t be used a lot when advertising.It can cause sadness and depression. On the contrary, white color symbolises cleanliness, purity and spirituality. It is used a lot in advertising but in general as a background color, because it makes other alter seem more vivid and bold. All of these examples show that my question about the relation between colors and logos wasn’t foolish at all. When seeing advertisements and commercials, but buying also, people do not consider a color as something that influences their buying behavior, but researchers and marketing specialists are more than aware of this great marketing weapon. ———————- IN LEGAL fight [pic] [pic] [pic] [pic] [pic] [pic] [pic] I have never been a unfit fan of television, in fact, I have been avoiding reflection TV and trying to do something else instead, since I have started high school. When I was 15 I went to linked States for a year as an exchange student. existent there, surrounded with lots of overweight people, junk nutrient and starting to have weight problems myself, I have realized what a damaging effect on human health a sustenance can cause. Since my waiter mother was a nurse, she was taking a lot of care about mine and my host sisters healthy diet.I have never heard about the topic before, becuase the problem is not so spread in our country, but my mom was always public lecture about negative effects of television regimen advertising on eating behavior. If it wasnt for her, I would probably never realize the shocking effects of TV on the eating behavior. All of us know how carbuncular is to eat in front of the TV. It is because our brain isnt getting signals fast enough and we dont stop eating as we would stop if we were concentrated only on eating.Effect which is related to this one is the effect of food advertising on TV and our eating and purchasing behavior. Nowadays, obesity is the fastest growing cause of disease and ending in America, caused by reductions in physical practise and overconsumption of unhealty food. A lot of people consider that unhealthy messages communicated to children through food advertising is a leading cause of unhealthy consumption. It is also confirmed that food advertising leads to greater preferences and purcahse of the products advertised.What we can conclude from these facts is that we should try to avoid eating in front of TV or eat whatever is advertised on TV at that moment. When going to the store we should be l ed by the healthiness of a product purchased and not its package and great TV commercial. [pic] [pic] [pic] [pic] [pic] [pic] [pic] [pic] cut-rate sale!!! [pic] [pic] [pic] [pic] [pic] [pic] [pic] [pic] [pic] [pic] hRQh!. 5? >*[pic]B* CJaJph€€0h? )? h? )? B*[pic]CJ aJ hmHnHphsHt INCLUDEPICTURE â€Å"http://www. frechen20. de/include/downs/Editor_files/image/Sponsoren/Topsponsor/bauhaus%20Logo%20sahin(1). jpg” * MERGEFORMATINET [pic]\r\n'