Fruit Delight Essay Example | Topics and Well Written Essays - 1750 words

Fruit Delight - Essay Example They want to look and behave like the celebrities who have high influence on them. Hence, as described by Kelman, source attractiveness would be an important characteristic of our communication messenger (Egan 2007). Word Of Mouth marketing using the brand’s current customers would also influence the target audience as they are highly image-conscious and trust their peers more than others. Fruit Winders already has a positive image (especially with the mums) as far as health benefits are considered. Using these indirect customers to propagate the benefits of the product can be effectively used for viral marketing as was done by â€Å"Dove†. They used the real customers in their ads to spread a credible word of mouth (Dahlen, Lange and Smith 2009). Critique of current/recent campaigns to the same target audience The target audience of Fruit Delight overlaps that of Fruit winders for the 10-12 year olds. This can have both favorable and unfavorable implications. A major d isadvantage of this can be the confusion it can create in the minds of this age group. So, far this group of audience has been used to the symbols and self-association with these symbols. With the introduction of the new product which would propagate a different image association, the target audience would not know which one to adopt. There will be a symbol clash in this kind of brand extension. This will erode some customers from the Fruit Winder’s basket which may or may not fall into the Fruit Delight basket as they might get attracted towards other brands in the same product range. This is because they have already perceived this brand as one for smaller kids and they may not be able to associate with the new one as being for older kids. This is what happened with the global brand â€Å"Pierre Cardin†. The company diversified into so many product lines that people did not associate with the core line of business. The brand eventually died (Mininni 2006). Thus, we c an see that any failure of strategy implementation by inappropriate transfer and linkages of brand associations of the parent brand to the new product can lead not only to the failure of the new brand but also that of the parent brand (Juda 2007). However, a major advantage of this brand extension is that it is not moving very far away from its core brand values. This is an important factor to consider before going into a product line. Positive images and strengths of the current brand, Fruit Winders, can easily be leveraged to achieve a successful brand launching into a new segment (Juda 2007). This is one of the ways of â€Å"increasing the rate of new acceptance and purchase intention of customers† (Juda 2007). It can help in penetrating into a new segment while achieving advertising and promotion expenditure efficiencies. Thus, using viral marketing can be a very easy strategy to launch the new product using old customer base. Using the same TV commercials with extra info rmation on the new product can help in promoting the Fruit Delight through the younger siblings of the target audience. Current websites can be used to promote the product but content of the websites for this audience can be designed according to their interest. Using the same billboards and TV commercials to promote websites will help in promoting the product to a great extent. Positioning statement Positioning consists of two main factors –

Why Sortware As a Service Is Going to Dominate the Next Several Years Essay

Why Sortware As a Service Is Going to Dominate the Next Several Years - Essay Example This creates a process which is quick and efficient and allows for a two-way dissemination of information on a global basis. For businesses that have sales forces constantly updating contact information on their laptops, this is an essential point for the main office to know exactly at any given time, what the sale representatives are doing on a daily basis in regard to customers. Alternatively, a company can upload training videos and sales information to the representatives so they can stay updated with the latest outputs (Sensible Computer Help, 2008). The idea of sharing work began in the late 1990s when large businesses and corporations developed the idea of being able to communicate within a common net arrangement, allowing for documents to be accessed by those approved to open and change information within those documents. It also saved the company email system from being overloaded by employees emailing documents back and forth to different departments. Instead, documents cou ld be placed on the Intranet which was accessible only by onsite employees. Extended sales forces and contract labor had to dial in whenever updating or uploading information into the secure Intranet (Canlas & Gonzales, n.d.). This arrangement later developed into the Client Server Network, a far more efficient means of utilizing management principles within the workplace, such as allocating software programs and other functions to specific people. A diagram of one is shown below. Fig.1 (Sensible Computer Help, http://www.sensible-computer-help.com/computer-network.html) While the Client Server Network is an excellent solution for the workplace, such as being able to utilize a close-by printer, there are some problems with this arrangement. One, if someone turns off their computer, is when a shared file is no longer available to the other computers on that path. Additionally, there is an unreasonable lack of security for the network and the company’s data system (Sensible Com puter Help, 2008). In 2010, there began a new type of system which changed how business software was being used. Professor Clayton Christensen of Harvard Business School called it the â€Å"disruptive innovation.† The term refers to the advanced technology in delivery services of a product that, because of changes within technological access and subsequent pricing, alters the game face of how resources are used and the baseline revenue streams. Microsoft, Oracle and SAP were the first few major leaguers in this area and SAP is also the first company to offer services â€Å"in the cloud’ (Fornes, 2010). A diagram below shows the trend from initial small business usage, through redevelopment over time, to finally being able to target the enterprise solution requirements. Fig.2 (Fornes, 2010) As an example, Microsoft began offering Office 365 over a year ago and what the current subscription provides is the use of Microsoft cloud services with the option to also subscrib e and download Microsoft Office Professional or Standard software program to use so long as the cloud subscription is active. For a small business owner who does not have the financial resources to purchase full-blown software programs, this service is a great way to get the software at a very affordable price, plus utilize the cloud while working with clients through the cloud Lync system. This year, Microsoft celebrated its first year with the Office 365 service by providing a free edition of the 365 cloud service for educational purposes to all schools, colleges and universities (Nagel, 2012). Another company that has recently jumped onto the same bandwagon is Adobe, software provider of Photoshop, InDesign, Illustrator, Fireworks,