EOC: Chapter Four Discussion Questions

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  1. Explain the social element of luxury brands, and explore how this concept relates to some of the challenges facing luxury brands, such as counterfeiting and parallel markets.

"A LUXURY BRAND can be defined as a brand that consistently delivers a unique emotional value        and possesses the capacity of creating a lifestyle experience through a strong identity, a high level of creativity, and closely controlled quality, quantity, and distribution, all of which justifies asking for a premium price. Now let us examine the definition more closely and dissect its key words for a closer understanding. A closer examination highlights the following terms or notions about luxury brands." It social element is the recognition you receive from sporting a Louis Vuitton purse or a Chanel coat. When people are seen wearing luxury brands, they automatically think highly of you. 

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• 2. What is the meaning of a lifestyle brand? Why are most luxury brands described as such? 

"Brands that successfully identify themselves with a lifestyle and a marketing segment to the point that their name or image is mentally triggered when the segment is mentioned." Luxury brands are lifestyle brands because it pertains to a certain class. Not everyone can afford these brands so when we see a person with these certain brands, we often believe that this person has a lavish lifestyle.

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• 3. Explain how luxury brands seem to defy traditional marketing principles.

Luxury brands' advertisements can be seen in top fashion magazines, such as Vogue and Harpers Bazaar, business publications, and airline in-flight magazines. Unconventional locations such as on buses and public transportation can be seen in some markets such as Paris, London, and New York but are otherwise not very common.

BOC: Hawaiian Tropic

The Hawaiian Tropic is no longer pushing through with their tradition of the Hawaiian Tropic bikini contest. they are now replacing it a contest for the "next face of Hawaiian Tropic". They are trying to find the woman who best shows the values of the brand which is beauty, confidence, style, enjoying the sun & keeping the skin healthy. The winner will be chosen by Facebook users and will win the spokesperson position as well as a trip to Hawaii. The contest will be advertised with the slogan "Are you more than a pretty face ? Prove it !". This event is aimed towards the demographic of women from ages 18-34. The brand manager Daniel Duncan states that bikini contests does not represent the brand correctly. The brand is advancing itself to be more than just sun care but also a leader in skin care. They have added skin benefits like anti-aging, hydration, and antioxidants to not only protect the skin from the sun but make it softer and healthier as well. The brand image is changing and evolving so they are changing the contest as well to further help the brand achieve the image they want to portray.

I believe that this big change will definitely appeal to their pointed demographic more than their past contest has. The bikini contest attracted more men then women when really, more women than men use their products. Now that the contest has narrowed down to the face and includes personality, their target market will be more involved.

MIDTERM: The Body Shop Body Butter

The Body Shop has always been known for the company's morals. They are well known for using all natural products, they are against animal testing, & they always support organizations and charities with good causes. Their core values are community fair trade, activate self esteem, defend human rights, protect our planet, and ethical trade. The company has been known to promote these values in every product and in all their retail locations. They have gained their popularity not only by having good products but also by the participation of the people who support these same values.

The main slogan of the store is "Beauty with a heart". They put emphasis in becoming beautiful not only on the outside but on the inside as well. "We believe there is only one way to beautiful, nature's way. We've believed this for years and still do. We constantly seek out wonderful natural ingredients from all four corners of the globe, and we bring you products bursting with effectiveness to enhance your natural beauty and express your unique personality. And whilst we're doing this, we always strive to protect this beautiful planet and the people who depend on it. We don't do it this way because it's fashionable. We do it because, to us, it's the only way. " The body shop's foundation for the company is what makes it stand out from it's competitors like Bath and Body works and Victoria's Secret. They have similar products like fragrances, cosmetics, and bath items but this particular company separates themselves by concentrating on what's natural.

They're strongest advantage is the support of customers against animal testing. In 1996 they started their campaign against animal testing and raised four million signatures. In 1997 they became the first international company to sign up to the Humane Cosmetics Standard which is led by the international animal protections group. In 2004 The European Union banned animal testing for finished cosmetics products. In 2008 the BUAV praised the company's policy and standards. In that same year they also won the Royal Society for prevention of animal cruelty and Good Business award for cosmetics. In 2009 they are given the Lifetime Achievement Award by RSPCA. Just last year they have started to support the launch of cruelty free international. The Body Shop has stayed 100% consistent in their standards and that is what has gained their advantage over it's competitors and the loyalty of their customers.

Over the years This company has also released multiple campaigns such as Stop sex trafficking of children and young people, Prevent HIV, Stop violence in the home, Choose positive energy, Declaration of human rights, Self-esteem, and Against animal testing. When these campaigns come out their sales have been proven to increase. It makes their customer aware that they care about more than making money. They make you look good and feel good about yourself.

Their body butter is their best selling product. It is a thicker consistency than most body lotions to provide a deeper and longer lasting hydration. It comes in scents including:
aloe, blueberry, brazil nut, chocomania, cocoa butter, coconut, dreams unlimited, floral acai, hemp, japanese cherry blossom, papaya, love etc, macadamia, mango, moringa, moroccan rose, olive, passion fruit, pink grapefruit, raspberry, satsuma, shea, strawberry, sweet lemon, sweet pea, vanilla, vitamin e, and white musk. Although some have more popularity over the others it is definitely a crowd favorite. My personal favorite is the Vitamin E because for me, it really does improve your skin. I have really sensitive and dry skin but i just have to use it once in the morning and it lasts me throughout the day. The company describes that it has antioxidant vitamin E moisturizes and protects skin against environmental aggressors, Community Trade shea butter and cocoa butter are excellent moisturizers that soften skin for up to 24 hours, Community Trade organic soy oil is very rich in essential fatty acids that help to repair skin’s moisture barrier and restore smoothness.

A review online from Curl Gurl states "I love this body butter. I have used it in the past, but am currently using is on some scars from a recent surgery. The vitamin e body butter is softening the scars and making them appear lighter. A definite must with great moisture!". It has a 4.8 out of 5 stars review and 97% of customers would recommend it to a friend. Compared to Bath and Body works that have body butter only as a portion of their sales, they are more concentrated on the scent of the product rather than the feel. Their product only received an average of about 4 stars and many reviews complained about the texture and greasiness but loved the scent. 

Overall The Body Shop has done great in not only maintaining their customers and sales but also increasing them. They are consistently coming up with new natural ingredients found all over the four corners of the globe to improve your skin and body. They currently have stores in UK, Belgium, Austria, Greece, Sweden, Iceland, Canada, Denmark, Ireland, Finland, France, Netherlands, Cyprus, Germany, Switzerland, Singapore,  Australia, Italy, Hong Kong, Malaysia, Norway, Bahamas, Bahrain, Portugal, Spain, Kuwait, Oman, Malta, Antigua, Bermuda, Qatar, Saudi Arabia, Gibraltar, USA, Taiwan, Cayman Islands, New Zealand, Indonesia, Japan, Luxembourg, Mexico, Brunei, Thailand, Macau, Philippines, Korea and are still continuing to grow.

EOC: Chapter Three Discussion Questions

1. Explain the VIP concept, and compare it to the traditional Four P's. 

The marketing mix, also known as the Four Ps, has been the core of market analysis and communication strategies ever since the concept was introduced by Philip Kotler in the late sixties. The Four Ps stand for product, price, promotion, and place. The concept is built on the premise that any communication strategy is built on identifying product attributes, determining the right price, promotion mix, and channel of distribution.

2. Explain the concept of co-branding; give examples. 

The practice of using multiple brand names together on a single product or service. This form of alliance should have potential economic and commercial rewards to both parties. Co-branding agreements should cover marketing strategies, confidentiality issues, licensing specifications, warranties, payments and royalties, indemnification, disclaimers, and termination terms.

3. How do licensing and brand extensions compare as growth strategies.

Fashion brands are an interesting breed of brands in that they are in a continuous state of innovation, transforming themselves at a constant rapid pace. Fashion products usually have a shorter life cycle than other products, and it is this level of innovation and creativity that brings excitement and interest to the brand. Innovation is always a source for growth.

BOC: Apple Juice Scandal

The Beechnut corporation has completely ruined their brand by fooling all their customers. Instead of using real apples as ingredients for apple juice, they used substitutes such as beet sugar and water. This false representation saved them 20% in the production process but cost them their reputation for the long run.

"It said that the product that Beech-Nut had been marketing as 100 percent apple juice was actually made from beet sugar, cane sugar syrup, corn syrup and other ingredients, with little if any apple juice in the mixture."

The company along with the responsible corporate members were fined amounts to pay to continue the business. ''We believe that Beech-Nut's fine represents the largest fine ever paid under the Food, Drug and Cosmetic Act by at least sixfold since the act's enactment in 1938,'' Richard K. Willard, the Assistant Attorney General in charge of the civil division, said in Washington.

Although they have already payed the fines, the sin they've caused to their loyal customers were left unforgiven. The false advertising could have put children in danger of diabetes and other defects due to a mass amount of sugar intake when originally, these parents thought they were giving their children natural apple juice.

"He said that the misrepresented juice, although not pure apple juice, contained only 'safe food ingredients' and had presented no danger to health."

Now on Beechnut's website, they put concentration on advertising how they are a trusted brand by mothers and that they use 100% natural ingredients. It is clear that these are efforts made to regain their customers trust but in my opinion, they took too much of a risk and are serving the consequences.

http://www.nytimes.com/1987/11/14/business/beech-nut-is-fined-2-million-for-sale-of-fake-apple-juice.html

EOC: Chapter Two Discussion Questions

1. Describe the relationship between branding and marketing.

The relationship between branding and marketing is strong and essential. Marketing supports the development of brands in all of its stages; it plays an integral role in the creation of the emotional value through the shaping of the brand personality and then communicating it to the outside world through its various communication channels. We can categorize many of these marketing activities into internal and external activities.

2. How does the decision-making process differ between that of luxury brands and mass-market brands?

 Personality is the component of the identity with the stronger impact because it represents the philosophy and attitude of the brand and, as such, greatly shapes the other identity choices. Personality develops and matures over time through activities, stories, decisions, and interpretations of the corporate vision and strategy. In many ways, lifestyle brands are positioned highly on personality.


3.Explain the meaning of "brand identity" and highlight its role in the positioning strategy.

Branding adds a new dimension to the product as well as a new set of emotional values. In a way, it humanizes the product and establishes an emotional relationship with buyers. While buyers consume their products, they basically experience the brand through its identity. Identity is a combination of the visual/audio symbols and the personality. 

BOC: My Voice

Fashion isn't about what you wear & how much you've spent on it. It isn't about the designer bags or the limited edition shoes. I love fashion for the way it can change your mood & your outlook on yourself. It can bring you confidence to your interview or a bigger smile on that first date. Fashion can make all the difference in the way you feel & the feelings you bring to others. I want to be the girl that tells everyone that they can look good but not how to look good. I want to take away the standard of beauty & have each woman feel it in their own unique way. I want people of all classes to participate in fashion because they can afford it. I want to not only change the way the industry sees people but the way people see themselves. I believe in beauty of every size, shape, & color. I believe in myself & everyone around me.

BOC: Chapter One Discussion Questions

1. Explain in your own words why we need brands?

We need brands because they have personalities and products that we relate to and prefer. Without brands, everything would be generic and we would not be able to express ourselves accordingly. Each person finds brands they love because it is similar to their style and attitude, it is an expression of themselves with the help of a designer.

2. The promise of the value is an important element of any brand. Explain its concept and its relevance to the brand.

Values are the ultimate reason for our purchase and the answer to the most important question: “Why should I buy this brand?” Values can be about self-esteem or a sense of belonging to an elite group as in the case of luxury and designer brands, value for money as in the case of mass-market and budget brands, or search for heritage and leadership.

3. Innovation and consistency may seem to be two contradicting notions. What does each term mean in relevance to the brand, and how do these two terms work together in defining it?

A brand needs to be in tune with the times, and in sync with customers' needs and aspirations. It needs to respond to economic, technological, and generational needs and developments.

EOC: Slip ! Slap ! Slop !

This popular phrase came from the internationally known campaign that promoted sun protection started by the Cancer Council Victoria in Australia, 1981. This campaign encouraged people to protect themselves by minimizing sun exposure to prevent getting skin cancer. The campaign showed a singing and dancing Sid Seagull delivering the message.

The main concept was to SLIP on a long sleeve shirt, SLOP on 30+ sunscreen, and SLAP on a hat. It was later extended with SEEK shade and SLIDE on some sunglasses. This simple and catchy phrase made cancer awareness extremely prominent and it was used all over the world.

Eversince this campaign, the most common forms of skin cancer such as basal-cell carcinoma and squamous cell carcinoma has decreased in Australia. It has been more than 25 years but this campaign is still being taught in school and preventing skin damage and other illnesses caused by being over-exposed in the sun.

"The Slip! Slop! Slap!slogan is the core message of the Cancer Council's SunSmart program and has become part of the Australian language." 

It is good to know that children are becoming aware of matters like these. Although there's nothing wrong with having a little fun out in the sun, it is always better to be safe than sorry. I believe that this campaign has made a huge impact in the lives of people all over the world and has even saved some.

http://www.sunsmart.com.au/news_and_media/media_campaigns/slip-slop-slap/