Abstract
This paper explains that, because consumers are bombarded each day by thousands of messages, the challenge for advertisers is not only to get their advertisements noticed but also to have consumers remember them. The author points out that, through global market research, Dove was able to identify an emotional issue amongst its target market that, surprisingly, was very consistent both globally and culturally. The paper discusses the way that Dove's Campaign for Real Beauty used an eye-catching and discussion provoking message plus promoted the sharing of ideas among consumers with similar interests. The author stresses that this interactive meeting of real people and the subsequent exchanging of ideas, experiences and support is what made the campaign a true marketing success. The paper includes many color illustration and charts.

Table of Contents:
Executive Summary
Introduction
Integrated Marketing Communications Plan
Objective
Strategy
Target
Proposed Elements
Advertising
Website
Public Relations
Integration of Campaign Elements
Success in Meeting Objectives
Recommendations
Appendix 1: Dove History
Appendix 2: Promotional Mix
Appendix 3: Dove Websites
Appendix 4: Competitor Websites

From the Paper
"Since the inception of the campaign in 2004, Dove has seen double digit growth in a category that typically grows at 2-3% per year . The campaign for real beauty has won countless awards and the campaign website has received more than 2.5 million visitors . The brand has significantly increased its emotional appeal amongst its target market with associations such as "confident", "fun" and "energetic". The high-risk bet that Unilever made paid off; Dove was able to increase market share, create an exceptional marketing campaign, and all while preserving the practical strengths of the brand."

Tags:clutter, emotional bonds, global market research, self-esteem building, integration

Abstract
The paper presents a healthcare marketing analysis using a marketing plan for Shriners Hospitals for Children.

From the Paper
"Shriners Hospitals for Children is a multi-facility organization that offers no charge health care to children with orthopedic conditions, burns, spinal cord injuries and those suffering from cleft lip or palate. Over the course of the past ... years, this unique health system has grown from a single hospital in Shreveport, Louisiana, to sophisticated pediatric specialty hospitals located throughout the United States, Canada and Mexico. This marketing analysis presents an overview of Shriners Hospitals for Children and..."

Tags:marketing, health care, Shriners Hospitals

Abstract
This paper analyzes the marketing strategy of "Wild Oats," a chain of natural supermarket, through an examination of their promotional techniques. The author describes the different advertising approaches found on the chain's homepage. Although the tone of the marketing is not overtly persuasive, it subtly uses persuasive informative and reminder-type techniques. The author finds that "Wild Oats" successfully employs an integrated marketing communication strategy that appeals to middle class consumers.

From the Paper
"Wild Oats thus deploys a mass advertising promotional strategy through its web page, which gives consumers information about the product, and uses Amazon.com to increase the sales as well as the visibility of its product on a national level through the web. However, within the local stores themselves, Wild Oats makes use of community outreach through schools, by selling and promoting local products, and by engaging in other efforts through the stores themselves to increase local visibility, such as advertising the farms from where its products were purchased. Finally, by offering purely informational material on its Internet site, it draws additional traffic from web-surfers who may be looking for information regarding the benefits of 'going organic,' and after becoming persuaded about the general superiority of such produce, decide to make their next grocery store trip at Wild Oats."

Tags:marketing, strategies, Wild, Oats, advertising, natural, foods

Abstract
This document discusses the various e-commerce and e-marketing attributes of three gaming and gambling industry competitors: MGM Grand, Trump Taj Mahal, and Morongo Casino. While all three companies have erected elaborate websites they all are generally constrained in their approach to e-commerce and certainly fail to capitalize fully on the opportunities that a truly interactive web-based consumer experience would produce for them and their brand development.

From the Paper
"Businesses throughout the world are changing both their organizations and their operations due to the potentialities contained within the broad spectrum of e-commerce and e-business and the gambling industry has certainly identified these positive attributes. Businesses are flattening hierarchical structures and eradicating barriers between company divisions through the use of technology (Knight & Cavusgil, 2004). Through the use of technology applications, such as customer relationship management (CRM) applications, businesses have been lowering the barriers between the company and its customers and suppliers. E-commerce is a means of enabling and supporting such changes on a global scale: "Electronic interconnectedness in particular is driving the emergence of a borderless global economy."

Tags:marketing, tools, website

Abstract
This paper examines the company eBay's marketing strategy. In this article, the writer offers recommendations for the Internet company's long-term success. The writer describes the company's dependence upon the world wide web. The writer also demonstrates eBay's dependence on high volume and low inventory for its success.

From the Paper
"The Internet company eBay would seem to have realized the goal of a perfect market where buyers and sellers have access to perfect information about other buyers, sellers and merchandise. Because eBay charges a small fee relative to the price of the products and because the company does not maintain or manage any inventory of its own, it depends on large volume and low overheads in order to remain profitable. The auction site has also expanded its original vision of merely providing an ... "

Tags:marketing, ebay

Abstract
The paper assesses the online advertising of Dell and compares it to the company's print advertising strategies. The paper also examines the underlying differentiating aspects of the Dell business model in order to identify why the Dell websites, defined by market segments, are so important to their overall messaging strategies.

Outline:
Synopsis
Dell's Online Marketing
Dell's Print Advertising
Comparing Dells' Online and Print Advertising Strategies
Exploring Dell's Mass Customization Strategies

From the Paper
"Dell's marketing strategies are driven by the approach the company has taken to segmenting the market. In previous years Dell has segmented by the market primarily used their products to define the customers, yet today the segmentation is much more focused on understanding target audiences by demographic, line of business or government, and increasingly, psychographic data as well. Psychographics is the study of how people define themselves into groups. The intent of this paper is to evaluate how Dell's marketing strategy is executed both online and in print, and screen captures are included of each form of advertising."

Tags:market, segmentation, advertising, mass, customization

Abstract
This paper explains that VetsCorp, acting as a wholesaler and retailer, offers a technology based product, which helps make businesses processes more efficient. The author points out that the goal during the company's first years of operation is to build a reputation, which allows individuals to realize that VetsCorp promises and delivers results; whereas, the long-term goal will be to continue to extend the market base and offer other services throughout United States and some international markets. The author presents a full analysis for marketing of VetsCorp products including a SWAT analysis, which points out potential problems and advantages. The paper recommends that VetsCorp work on building an identity in the market. The author stresses that the product line base needs to be increased so as to maintain financial sustainability and increase diversity. The paper warns that competitors can easily overtake the market especially if they have a larger inventory and more clearly defined distribution channel.

Table of Contents:
Executive Summary for the VetsCorp
Business Name and Location
Business History
Business Concept and Mission Statement
Situational Analysis
Sales/Profit Projections
Table 2: Target Market Forecast for VetsCorp Product
Figure 2: VetsCorp's Target Market Growth by Area
Figure 3: VetsCorp's Target Market Growth by Environment
Market Demographics
United States Market.
European Market
International Market
Market Trends
Key Consumer Growth
Defined Market Segments
Defined Distribution Channels
Swot Analysis
Strengths
Weaknesses
Opportunities
Threats
Competitive Analysis
Table 2: Competitor by Growth and Share
Figure 4: Competitor by Growth and Share
Pricing
Promotion
Conclusion

From the Paper
"The price charged by VetsCorp is based on a simple economic model that includes tries to match its revenue structure with its cost structure. Since there is little or no service and support revenue this is not built into the pricing model. The price chosen is based on additional analysis shown below. VetsCorp products are currently sold using a simple economic model; where equilibrium price and quantity are based on an estimation of current market trends and are competitive. See figure 5 below to understand how equilibrium price and quantity are derived from the intersection of demand and supply."

Tags:inelastic, sustainability, diversity, competitors, distribution

Abstract
This paper discusses the history of the Kellogg Company, with particular attention to its current marketing strategies. The paper examines the four Ps of its marketing strategy (price, promotion, product and placement). The paper concludes by analyzing how Kellogg's products are being managed from a marketing point of view and how this can be improved in the future.

Table of Contents:
Section 1: Description Of The Marketing Environment
Section 2: Description Of The Marketing Mix
Section 3: Critique Of How The Kellogg's Brand Is Being Managed From A Marketing Perspective

From the Paper
"On the other hand, though, the company's sluggish performance in the European and Asian markets suggests that the company's marketers are overlooking some important cultural issues that are related to either the brands themselves or another component of the marketing mix that has not been identified yet. The company is well situated, though, to take advantage of these burgeoning markets. For example, a leading food industry expert maintains that cereal is a food that can be easily translated to international markets (Bredahl 75). This author reports that the company believes its consumers' needs concerning nutrition, taste, and convenience are the driving forces for the increased acceptance of its products and that these are worldwide directions of change in terms of consumers' wants and needs (Bredahl 75)."

Tags:global, diversification, cereal

Abstract
The paper analyzes the Starbucks corporation as a whole, in terms of its history, goals, mission statement, core competencies and competitive advantages. The paper provides an analysis of Starbuck's external environment, including the company's collaborators, customers, competitors, the climate in which it operates (PEST analysis) and finally, a SWOT analysis. The paper then examines Starbuck's marketing program in terms of product, price, promotion and distribution strategies.

Outline:
Abstract
Company Description
Strategic Focus and Plan
Situation Analysis
SWOT Analysis
Marketing Program
Conclusions

From the Paper
"Along the past recent decades, the global communities have suffered drastic changes that lead to numerous mutations. For instance, the manufacturing entities are no longer centered on the sole production operations, in the hope of selling to customers whatever they produce. Today, they first research the market to identify unsatisfied needs and then produce items to serve the identified needs. Also, in the field of technological appliances, those that simply do the work are no longer sufficient. Managers search for better alternatives, for those technologies which increase the operational and cost efficiencies. Then, the human resource is no longer the force operating the machines, but it has become the organizations' most valuable asset. But despite these mutations, the sole purpose of the business operations remains the desire to register significant profits. And in this desire, various strategic approaches are developed and implemented to sustain the company in delivering the right products to the audience, properly identifying the target market, training and retaining the staff members or achieving successful territorial expansion. A relevant example of an organization which has managed to successfully develop and implement strategies to ensure its positive outcome is Starbucks."

Tags:mission, statement, core, competencies, competitive, advantages, collaborators, customers, competitors, PEST, SWOT, product, price, promotion, distribution

Abstract
This paper discusses strategic marketing techniques using Hutchison Whampoa as in illustration. The author analyzes the importance of product development in the mobile phone market and documents Hutchison Whampoa's foray into the mobile phone industry. The author also notes the current trends in the wireless communication arena and the approach that Hutchison Whampoa employs. The paper further talks about the capacity for the introduction of new innovative features based on market forecasts and other directional marketing plans and tactics.

Outline:
The Importance of New Product Development in Mobile Phone Market
How the Maturity Stage for '3' Can be Extended Through the Introduction of Timely New Innovations
Medium-term Directional Marketing Plan for New Video Conferencing Product

From the Paper
"One of the more challenging aspects of competing in the telecom industry is the dearth of timely research concerning how past initiatives have played out in real world settings because things are just moving too fast for scholarly studies to maintain pace in the peer-reviewed literature. Indeed, existing maturity models for other industries are generally inappropriate or inapplicable to the telecom industry because Moore's law continues to hold true and it is reasonable to assume that Hutchinson Whampoa is already busy at work on its 4G platform. Nevertheless, based on the enormous resources already devoted to license acquisition and infrastructure development for the 3G model, it is vitally important for Hutchison Whampoa to extend the maturity stage for its UK-based "3" as long as possible."

Tags:mobile, phones