Friends Day with Jacobs Monarch
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The document describes Jacobs Monarch's Friends Day event, an open-air family event in major Russian cities from June to August 2012 featuring coffee tasting, games, and concerts. An integrated marketing campaign was developed using television, radio, outdoor advertising, banners, and social media groups on VKontakte and Odnoklassniki to promote the events and encourage online engagement. The campaign was successful, with over 177,000 unique visitors to the promotional website and over 55,000 users registering for the social media groups. Event turnout averaged 15,000 to 30,000 people in each city.
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This document analyzes competitive strategies for coffee brands in the Russian market. It identifies Nescafe as the market leader with 40% share pursuing a differentiation strategy with quality products and memorable advertising. Jacobs and Tchibo each have around 20% market share as challengers, with Jacobs focusing on family warmth and Tchibo on professionalism. Carte Noire, with 10% share, focuses on differentiation through fashion and luxury positioning. The document also describes campaigns run by each brand to communicate their strategic positioning, such as Nescafe's street tastings, Jacobs' family events on ice rinks, and Carte Noire's sponsorship of a fashion week.Centre of attraction Jacobs 3in1
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仂从仄亠仆 仂仗亳于舒亠 舒亠亞亳亳 舒仆亳从亳亰亳仆仂亞仂 仄舒从亠亳仆亞舒 于 仍仂于亳 仆亠舒弍亳仍仆仂亶 亳仆舒仆仂于仂亶 亳舒亳亳, 仗仂亟亠从亳于舒 于舒亢仆仂 亳仗仂仍亰仂于舒仆亳 digital-亠亠仆亳亶 亟仍 亟亠亢舒仆亳 亳 仗亳于仍亠亠仆亳 从仍亳亠仆仂于. 舒仄舒亳于舒ﾑ 亳仆仄亠仆, 舒从亳亠 从舒从 从仂仆亠从仆舒 亠从仍舒仄舒, 从仂仗仂舒亳于仆亠 舒亶 亳 于亳仆亠 从舒仄仗舒仆亳亳, 舒 舒从亢亠 仂弍磦仍ﾑ 弍ﾐ莞勤却 亟仍 从舒亢亟仂亞仂 亳仆仄亠仆舒. 仆仂于仆舒 亰舒亟舒舒 亰舒从仍ﾑ舒亠 于 亳仗仂仍亰仂于舒仆亳亳 亠从亳于仆 从舒仆舒仍仂于 从仂仄仄仆亳从舒亳亳 亟仍 从亠仗仍亠仆亳 仗仂亰亳亳亶 仆舒 仆从亠 亳 仄亳仆亳仄亳亰舒亳亳 仆亠亞舒亳于仆仂亞仂 于仍亳礌亳 仆舒 亳仄亳亟亢 从仂仄仗舒仆亳亳.Stereotypes in Brand Communication | IIM Calcutta | MTCI
Stereotypes in Brand Communication | IIM Calcutta | MTCIInduchoodan R
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The document discusses several advertisements and their portrayal of gender and sexuality. It analyzes ads from Coca-Cola, Google, Starbucks, Motorola, Pantene, and Barbie. The Coca-Cola and Google ads received positive ratings for depicting LGBT characters in realistic ways without stereotypes. However, the Google ad was also criticized for reinforcing the stereotype that masculinity is defined by physical strength. The Starbucks ad used drag queens but was criticized for portraying them as clowns. The Motorola Super Bowl ad received negative attention for using sex and gay stereotypes to sell its product. The Pantene and Barbie ads tackled gender stereotypes and encouraged women's empowerment.Telia Jacob's 際際滷show Presentation
Telia Jacob's 際際滷show PresentationLamar Morgan
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The document discusses Organo Gold, a wellness company founded by Bernie Chua in 2008, which promotes health-focused coffee and herbal products containing ganoderma, an ancient herb. It highlights the benefits of organic teas and coffees, including potential reductions in heart attack risks and improved overall health. The author, a healthcare provider and wellness consultant, emphasizes the importance of natural ingredients and shares their passion for educating others on health and wellness through delicious, healthy treats.Intelligentsia Presentation v2
Intelligentsia Presentation v2Alex Tolbert
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Intelligentsia Coffee is a premium coffee roaster and retailer founded in 1995 that aims to become the leading premium coffee distributor in the US. Their objectives are to increase sales of seasonal roasts, expand their store locations, and increase revenue by 10% by the third quarter of 2013. Their target markets are educated adults over 45 years old with incomes above $50,000 who value high-quality products and experiences. Intelligentsia will use their website, social media, print ads, radio, and transit ads to position themselves as the "smart premium coffee choice" and invite customers to experience their premium coffee.Gender discrimination ads
Gender discrimination adskerryhayes
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This document provides instructions for viewing 12 different advertisements as part of an activity called "Station A: Women in Advertising". Participants are asked to view images of advertisements from various brands such as Marc Jacobs, Elle Magazine, Bebe, Dolce and Gabbana, Eldos, Natan, Del Monte, Burger King, Arbys, American Apparel, and an old school coffee and lipstick ad, and then fill out a focal sheet with questions about each ad.The Apple of coffee world
The Apple of coffee worldAbhinav Murukutla
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Nespresso positioned itself as a high-end coffee brand, targeting customers looking for unique, high-quality coffee experiences. It developed innovative Nespresso machines that required purchasing proprietary capsules, generating most of its revenues. Nespresso distributed exclusively through boutiques and later online/mobile channels rather than retail stores, and pioneered airport coffee cube locations. Celebrity endorsements and distinctive advertising reinforced its image of elegance and prestige.Coffee
CoffeeRione Drevale
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Coffee originated in Ethiopia and was first brought to Malaysia in 1779. There are three main commercialized coffee species: Arabica, Robusta, and Liberica. Arabica trees grow quickly to 5-6 meters tall and produce thin, yellow-reddish beans. Robusta trees grow shorter at 3 meters tall, produce broader leaves, and thicker red beans. Liberica trees have the largest leaves and thickest yellow-red beans. Coffee plants require specific growing conditions of rainfall, temperature, soil type, and pruning to maximize yields. Harvested coffee berries are processed through wet or dry methods to produce roasted coffee beans for consumption.亳于舒 9.0 - Coffee My Time
亳于舒 9.0 - Coffee My Time舒 丿从仂仍舒 亠仆亟亳仆亞舒
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仂从仄亠仆 仂仗亳于舒亠 亠弍亠仆亟亳仆亞 弍亠仆亟舒 从仂亠 束my time損 从仂仄仗舒仆亳亳 almafood, 亠仍 亰舒仆 10-15% 仆从舒 于亠亞仂 从仂亠. 仆仂于仆亠 舒从亠仆 亟亠仍舒仆 仆舒 舒亟亳 亳仍亠亟仂于舒仆亳亶, 从仂仆从亠仆仆仂亶 亠亟亠 亳 亠仍亠于仂亶 舒亟亳仂亳亳, 从仂仂仄 于舒亢仆 仆仂于亠 于从 亳 仂亳亞亳仆舒仍仆仂亠 仗仂亰亳亳仂仆亳仂于舒仆亳亠. 亠亟仍舒亞舒ﾑ 亳仆仆仂于舒亳仂仆仆亠 亳亟亠亳 亟仍 仗舒从仂于从亳 亳 仗仂亟于亳亢亠仆亳, 仆舒仗舒于仍亠仆仆亠 仆舒 仄仂仍仂亟 仗仂亠弍亳亠仍亠亶, 亠仆亳 舒亰仆仂仂弍舒亰亳亠 亳 于仂弍仂亟 于弍仂舒.Ad
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油
The document summarizes the results of the first stage of Club Soul Red, which promoted the new Mazda6 car. An application was created for vk.com and facebook to build buzz around the car. A website soulred.ru was also launched for registration. Promotional staff advised visitors and photographers took photos of registrants. Information cards were distributed. Over 700 people visited and took photos, with 124 entering a photo contest by posting on social networks. Contestants received over 2500 votes. Club members posted about the new Mazda6 over 700 times. In total over 6300 registered for the club through virality.亞
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油
仂从仄亠仆 仂仗亳于舒亠 仍亞亳 亳 亟仂亳亢亠仆亳 亠从仍舒仄仆仂亞仂 舒亞亠仆于舒 亶仗 于 仂弍仍舒亳 于亳仆仂亞仂 仄舒从亠亳仆亞舒, 于从仍ﾑ舒 仂亰亟舒仆亳亠 舒亰仍亳仆 于亳仆 亳亞 亳 亳 舒仗仂舒仆亠仆亳亠 亠亠亰 仂亳舒仍仆亠 亠亳 亳 弍仍仂亞亳. 丕仗仂仄亳仆舒ﾑ 仗亠仆亠 仗仂亠从, 舒从亳亠 从舒从 '舒弍亠亶 亞仂仍' 亳 '仂弍亳仍仆亶 仗舒舒亠仍', 舒 舒从亢亠 仂亳仄仂 舒亰舒弍仂从亳 亳 舒仗仂舒仆亠仆亳 亳亞. 亶仗 亰舒仆亳仄舒亠 仂亟仆 亳亰 仍亳亟亳ﾑ亳 仗仂亰亳亳亶 仆舒 仂亳亶从仂仄 仆从亠 于亳仆仂亞仂 仄舒从亠亳仆亞舒 2003 亞仂亟舒.GRAPE 2009
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油
仂从仄亠仆 仗亠亟舒于仍磳 仍亞亳 亠从仍舒仄仆仂亞仂 舒亞亠仆于舒 亶仗, 舒从亠仆亳 于仆亳仄舒仆亳亠 仆舒 亳 仂仗亠 亳 舒亠亞亳亳 于 仂弍仍舒亳 亳仂于仂亞仂 仄舒从亠亳仆亞舒 亳 从仂仄仄仆亳从舒亳亶. 亞亠仆于仂 亰舒仆亳仄舒亠 仂亰亟舒仆亳亠仄 亠亠仆亳亶 亟仍 弍亠仆亟仂于, 于从仍ﾑ舒 舒亠亞亳亠从仂亠 仗仍舒仆亳仂于舒仆亳亠, 仂仆仍舒亶仆-从舒仄仗舒仆亳亳 亳 仄舒从亠亳仆亞 于 仂亳舒仍仆 仄亠亟亳舒. 丐舒从亢亠 仗仂仄亳仆舒ﾑ 仗亠亳 舒亞亠仆于舒 于 于亳亟亠 仆舒亞舒亟 亳 仂舒 仗亳亰仆舒仆亳 弍亠仆亟仂于, 舒从亠仆仂仄 仆舒 于舒亢仆仂 从仂仄仄仆亳从舒亳亳 亳 从仍亳亠仆从仂亞仂 于亰舒亳仄仂亟亠亶于亳.Active
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Friends Day with Jacobs Monarch
- 1. Jacobs Monarch Friends Day Case September2012
- 2. Jacobs Monarch presents Friends Day open air event in the central parks of the cities. Party for the whole family with Jacobs Monarch coffee degustation, games and prizes, celebrities concert.
- 3. 3 month of summer 2012 Yekaterinburg - June10 Rostov-on-Don June17 Saint Petersburg June30 Novosibirsk July21 Moscow August11 Jacobs Monarch Friends Day
- 4. Task: Inform TA about Jacobs Monarch Friends Day event and Attract people to visit it
- 5. Idea: Engage people in Jacobs Monarch pamperaroma atmosphere and provide them with the instruments and friendly place for communication in anticipation of Jacobs Monarch Friends Day
- 6. Decision: Integration campaign development ATL TV, radio, Outdoor Digital Site - development of interactive promo site to engage TA in Jacobs Monarch pamperaroma atmosphere and inform TA about off-line event activities. People could visit interactive parts of the site with detailed information about event activities, make on-line invitation to event for their friends and post it on SN wall, take a participation in the contests, download event map for each cities SN groups - launch of Jacobs Monarch SN groups in Odnoklassniki and Vkontakte with thematic entertainment content about interesting coffees facts&recipes and friendship, contests and on-line reports during events announcing web banners placement in RuNet
- 7. www.jacobs-monarch.ru promo site http://fd.jacobs-monarch.ru/gate/moscow/
- 8. Jacobs Monarch SN groups http://vk.com/jacobs_together http://www.odnoklassniki.ru/jacobs-together
- 9. Promo Site statistics (june-august2012)*: number of unique site visitors 177 014 Avg. visit duration 00:02:37 Pages/Visit 3 Peak visit 9176 *based on Google Analytics
- 10. SN groups(june-august2012): more 55 000 register users Avg. days visitors more 5000 more 15 000 activities - posts, like, reposts, comments more 2500 contests works total coverage 466 497
- 11. Results: numbers of event visitors by each cities Yekaterinburg - 12 000 Rostov-on-Don - 15 000 Saint Petersburg- 30 000 Novosibirsk - 15 000 Moscow - 30 000