BOC: Johnny Cupcakes week 7

Promote this product to your target market? You have a very little advertising budget and have to do most of the work yourself, so how would you spread the word about your product? How long do you think it would take for your product to reach the national or international markets? Why?

Johnny Cupcakes as a model, he sets a good example of getting to your target market with a low budget. For my new product I would probably would use the same techniques that he uses. Not to point of copying him! Don't get me wrong but with such little money for advertising I would also take advantage to all the free media out there such as blogging, twitter, facebook and much more. I would start from there. Than I would use my location why if i can make a Boom! on my community they are the ones that will spread the word outside of Nevada. In this case I would participate in local events were my product fits, get some exposure in locally papers, news and magazines. I would get some publicity. The time that would get me to reach an national and international market it all depends on my product and what I bring to the people in this case if what I offer is unique and builds a relation with my consumer it wouldn't take me long for my product to get its way to the top. Why because I would use networking I would make consumers believe in me and my product. From there when people like you, I would gain popularity and from that I would get known rapidly

BOC: Exercise week 6

How do retailers convey their brand image through their retail stores? Visit a retail store and observe its atmospherics, store marketing, fixtures, customer service, and sales associates. Does the retailer convey a specific brand image to the customer? What is it? Is a story being told? How does the store space influence your opinions about the products being sold?

Bettie Page store as you as you walk in you feel going into the past but modernized, the entire store has a story and it's all about retro you feel like you were walking into the 50's. All their marketing is in front of the store mostly in their windows and the back of the store. The store is nice and clean, and all the merchandise it's easy to get. It's bright vivid store. You feel very comfortable from the moment you walk in the sales associates have full control of the store, they are polite they welcome you and help you if needed. they give great customer service.

They do convey an specific brand image, "If you love indie clothing, retro clothing and rockabilly clothing, you have come to the right place. The company was born out of a passion for vintage clothing, particularly the timeless designs of the 1950s era." (http://www.bettiepageclothing.com/)

The space is important in a store it and they have enough to put all the merchandise out and still walk around and not feel clutter. It's important to have space because it does influence your buying decision. Some customer cant think when they have no space around them and they just want to leave the store.

EOC: Q's week 6

1. Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or Why not?
I don't think they do, I think they has the same brand strategy for the past years but I do believe that they use different techniques to use the same strategy but in different ways.


2. How does A&F brand its products? Do you think its brand practices are successful?
Every product they carry has their logo no matter what and they have all over the place you can tell when someone is using A&F. Yes, they would be where they are right now.


3. How do retail store atmospherics such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message? How do they weaken it?
They create a story and everything falls into place they have this hunting style, dark loud music and string sense in the store. As a brand and their own concept they do a good job reflecting it to the store. And their brand associates are like walking ads they have such a string image that or you feel intimidating or you just want to be like them. It's an experience to go into their store.

4. What feelings or emotions do you experience when you enter an A&F store? Do you think A&F tries to intimidate its customers by using extremely attractive models?
Like I aid before they have a strong image, they have a story that you walk into. It's an experience to walk into their store they have a target market and they are loyal to it and consumers have become loyal to the brand. I don't think they try to intimidate you they are just selling an string image of I want to look just like you or you fall into it or feel completely intimidated and run away from the store most people that feel like that never go back or some change their style or look just to fit in their brand.

EOC: Exercise week 5

It is time for some self- reflection by answering the following questions:

What are your professional plans for the future?

I have many plans, I want to experience as much as I can in life. I want to to learn what I am capable of what are my strengths and weaknesses. I love to end up in a headquarters fashion company were I can have a position were I can have the power of decision making. I am interested in many positions such as event planning, marketing, anything that has to with building a relationship with the consumer. I also want to focus in making a difference for example I would like to work for a fashion company that helps others and sets an example to the future. From there as soon a gain as much experience that I can...I'll become an leader by building by own company and set an image for the future generation.

How do you intend to make those plans happen?

By working hard, I have started already to build my future I don't intend make huge steps. I don't want to skip on the small jobs because those are the ones that will build my fundamentals, for me to become a strong and competitive professional. I have accepted all the opportunities that as helped me grow as a professional. As soon I accomplish step one, I move into step two and son on.

What stumbling blocks do you think you will have to clear along the way?

There is always going to be blocks along the way, I don't know which ones when I get to experience them I'll probably have an detail answer haha. But the ones that I have faced at the moment is ignorance, you must educate myself about everything of what is surrounding me. We live in a fast paced environment that I must constantly educate myself everyday. I am not saying that I am an ignorant. But my knowledge must keep moving forward, just because I am about to graduate doesn't mean I am done with school. I have to become my own teacher and make myself open minded everyday so I can find the solutions of those unknown blocks that I'll face in the future.

EOC: Q's week 5

1. In what way is Vera Wang a great example of the ever-changing career path of an individual?

She is in inspiration because she has been from many different careers, from ice skating and designing her own costumes to and magazine editor and now she has build her own brand offering from RTW, Wedding gowns, home decor and much more.

2. Go to www.verawang.com . What changes have occurred in the company since the writing of this chapter? Has the brand expanded in other products?

She has expanded to many different products such as eyewear, mattresses, luggage, flowers, fine papers, jewelry, bags, etc. her brand had expanded in so many areas that she keep bringing more and more products and services.

3. In your own words describe the Vera Wang brand. How does this brand differ from others, such as Ralph Lauren or Dolce & Gabbana?

Vera Wang brand is very clean and classic, her wedding dresses are amazing but her RTW collection I think is boring. The brand differs from other brands because she has more of a plain, conservitive look

Midterm: Silly Bandz

"BCP Imports LLC, the small business in Toledo, Ohio, that's behind the bracelets....The company sells millions of packs a month, and Robert Croak, the president, can still hardly believe it. (He took my call after hanging up with Macy's, which is interested in creating a Silly Bandz float for its storied Thanksgiving Day parade.)" ( http://www.time.com/time/nation/article/0,8599,1991797,00.html?xid=rss-fullnation-yahoo#ixzz0wJSBTHYu )

"Silly Bandz created its $100 million toy empire through the sale of small rubber pieces of collectable jewelry." (http://sillybandz.com/blog/)

"He's done it without advertising. The buzz on Silly Bandz is spreading over the Internet. The Silly Bandz Facebook page now has 166,000 friends." (http://www.cbsnews.com/stories/2010/05/13/eveningnews/main6481251.shtml)

Robert Croak got his inspiration in China, when he was attending a product show were a Japanese artist devised a cute rubber band that Croak saw something more than just a rubber band.

Croak launched the product two years ago but not until a year ago it has been becoming a trend. Kids are going wild for the silly bands, they are made out of silicone and they come in different shapes such as animals, western, basic, sea creatures, and more. As soon as you take them off they go back to their original shape.

Media and others have mentioned that the last time they saw a wildness for a product like this were back in the 90's when the beanie babies came out. Everyone had to have them all it was just crazy. Well the Silly Bandz have made it big because people are going crazy for them and want to have all the shapes, colors, etc.

The product is so popular that the schools have banned the product, because kids wont stop playing with them.

Midterm: Orbit

"For A Good Clean Feeling, No Matter What"

Wrigley "Company is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, lollipops, and chocolate."

Wrigley operates as a subsidiary of Mars,"world's largest food companies, generating global revenues of $30 billion annually and producing some of the world's leading brands in six segments that include Chocolate, Drinks, Food, Petcare, Symbioscience and Wrigley." (http://www.wrigley.com/global/about-us.aspx)

"The smooth, refreshing flavor of sugar-free Orbit gum leaves your mouth with a "just brushed clean feeling". Orbit gum is a global brand, enjoyed by millions of people around the world. Importantly, Orbit gum has received the American Dental Association's Seal of Acceptance."
(http://www.wrigley.com/global/brands/orbit.aspx)


Orbit was first introduced in 1944, the company started sending gum to the troops in World War II since their products were no longer available to the civilian market. They began to produce a new brand Orbit. After the war ended and their establish brands came back to the market in 1946 Orbit was discontinued.

Orbit came back to market 30 years later and was introduce in Germany, were it started having success and began to spread to different countries not until 2001 made a comeback to the U.S.A with a new flavor and concept. Today they are in the top list of the best gum sold in the U.S.A.

Orbit has more than 15 flavors.

Benefits of chewing:
• weight management
• stress relief
• increased alertness, focus and concentration

Midterm: Energizer Holdings

"Energizer Holdings s a consumer goods company operating globally in the broad categories of household and personal care products. We currently offer solutions in portable power, lighting, wet shave and personal grooming, skin care, feminine care and infant care." (http://www.energizer.com/about-energizer/Pages/enr-energizer-holdings.aspx)

Energizer Holdings began in the year 2000. "The company’s comprehensive product portfolio ranges from low-cost carbon zinc batteries suited for discount class of trades and developing markets to the world’s longest lasting lithium AA and AAA primary batteries in high drain devices, plus specialty batteries, Energi To Go chargers and a complete line of battery-powered flashlights and lanterns."

"Energizer’s Personal Care Division offers a diversified range of consumer products in the wet shave, skin care feminine care and infant care categories. The company’s portfolio includes well established brand names such as Schick and Wilkinson Sword men’s and women’s shaving systems and disposable razors; Playtex tampons, gloves and infant feeding products; Banana Boat and Hawaiian Tropic sun care products; and Wet Ones moist wipes." (http://energizerholdings.com/Pages/home.aspx)

Facts:

• Wal-Mart makes up about 21% of sales.
• Energizer's worldwide work force of approximately 17,400 produce more than 6 billion battery cells annually.
• Energizer are marketed and sold in more than 165 countries
• Energizer Holdings bought Playtex products for $1.2 billion

EOC: Q's chapter 4

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

They have Dolce & Gabbana, D&G, and D&G Junior. They still have the same brands, but they name or reputation has grown a lot. they are well know designers and they keep bringing the best quality and designs into their brands.

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

no, I think what they found was niche market were no one was targeting and at the same time they understand their styles. But yet they are not only focus on them just that they have an image and concept and they use the people that fits perfect into what they have in mind. Yes the women mentioned in the question are risque, because in the society we are in it's no usual but they were pick because they have the personality their brand portraits and they are open minded do participate in such prestigious brand.

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

Yes and no. straight or not straight you purchase a brand because of your personality and style, some brand target to an specific target and that way you fall into that category have brands in common but yet we have consumers they may fit into the category not because of your sexual preference but maybe because your style, culture, etc. I think if what smart of them to target something that people wouldn't dare to do so in the past.

EOC: Exercise chapter 4

"Dolce&Gabbana stars five of the most representative Italian football players in its new ad prints. The faces and bodies of this year’s hot Dolce&Gabbama Calcio Underwear advertising campaign are Antonio Di Natale, Vincenzo Iaquinta, Claudio Marchisio, Federico Marchetti and Domenico Criscito."

"The players, photographed by Mariano Vivanco in a vintage style changing room, display healthy and athletic bodies sculpted through rigorous training sessions and discipline." (http://popsop.com/34385)

"This is a young collection thought up for those who love a sporting dynamic lifestyle. The colours chosen are the ones that represent the Italian national team: blue, light blue and optical white."

"The strips in polyester, some with gold trims, give a vintage effect. Pride and a strong sense of belonging to Italy have always been the guidelines for the parallel underwear collection too, with recurrent themes being the three-colour flag and elastic bearing the words Calcio and Italia."
(http://www.dolcegabbana.com/dg/underwear-campaign/)

As you can see the ad contributes with Football and what is going and participate with their events. In this case the World Cup just pass and the sensation it is still on, D&G are taking advantage of it popularity and making advertisement by using the soccer models and expose his underwear collection.