Beer Case Study

In: People

Submitted By daartu
Words 1858
Pages 8
>cases
Campbell-Ewald: R-E-S-P-E-C-T Spells Loyalty
>Abstract
Campbell-Ewald, the Detroit-based marketing communications company, part of the global Interpublic Group of Companies, is an award-winning consultancy. This case describes the research behind its effort to measure and improve customer loyalty and the development of its five respect principles that lead to enhanced customer commitment. www.campbell-ewald.com

>The Scenario
Much has been written about satisfaction research in the last 20 years. But only recently has the seeming disconnection between customer satisfaction and customer loyalty been getting increasing attention. For two years, Campbell-Ewald1, the Detroit-based marketing communications company and part of the global Interpublic Group of Companies, studied one aspect of the disconnection: respect. As a result of its findings, the agency is passionate about helping firms reforge respect bonds with their customers as a primary business strategy. Campbell-Ewald is no stranger to this concept, which the Queen of Soul, Aretha Franklin, elevated to the measurable standard for relationships. Twice in this millennium, the agency has been selected by AdWeek’s Midwest edition as its Agency of the Year. In lauding CampbellEwald, AdWeek noted that it has an average client relationship exceeding 20 years, while the average in the industry is a relationship that lasts only 5.3 years.2 David Lockwood, senior vice president and director of account planning, says what started as an attempt to understand the disconnect grew into a major research initiative. It ultimately resulted in the identification of five “People Principles” for maintaining long-term relationships that are helping Campbell-Ewald clients transform their business practices and their sales:3 • Appreciate me. Customers are the reason a firm is in business; they should be made to feel…...

Similar Documents

Case Study

...Case Study: New Belgium Brewing: Ethical and Environmental Responsibility Globe University Business Ethics Professor E. Craig Morris May 12, 2012 Case Study: New Belgium Brewing: Ethical and Environmental Responsibility What environmental issue does the New Belgium Brewing Company work to address? How has NBB taken a strategic approach to addressing these issues? Why do you think the company has chosen to focus on environmental issues? Probably, the environmental issues need to be addressed by the New Belgium Brewing (NBB) is cost-efficient energy-saving alternatives. ‘In 1998, the NBB commissioned study found that the largest amount of CO2 actually came from the coal-fuelled power plant that supplied the brewery with electricity’ (Melanie Drever, 2006). As a result, the company’s employees entirely agreed to invest in a wind turbine, making the company 100% wind energy brewery because CO2 emissions have bought to serious global warming, and air pollution, affecting the normal lifestyle of people throughout the world. At the same time, the disposal of hot water or polluted water from the process of brewery will create thermal pollution, and water pollution respectively. Those problems will impact the ecosystem composition of aquatic animals or organisms by decreasing the oxygen supply in the river. Therefore, NBB also purchased and......

Words: 735 - Pages: 3

Tiger Beer Case Study

...Winning series of advertisements for Tiger beer, the following personality traits of a typical brand loyal Tiger beer drinker are identified 1. Extroversion: A Tiger beer drinker is sociable and enjoys company of his/her friends. He/She likes to have a good time at parties and watch sports in a group with his/her friends. They enjoy the limelight in a gathering and can turn a boring party into a fun-filled event. Most of the advertisements in this series have a party or sporting events as the background. Tiger Beer is also an official sponsor of major sporting events such as telecast of European football and golfing events in Singapore. This shows that Tiger beer recognises its target customers in order to make relevant ads to push its products. 2. Competitive spirit: Tiger beer targets a youth market primarily in the age group of 24-35 years or Generation Y which is known for being go-getters and showing competitive spirit. One of the advertisements shows that two guys are competing to get a single beer by changing into superheroes. The tagline Enjoy Winning and the brand name Tiger itself are reminiscent of a competitive spirit. Playing or watching sports instil a competitive spirit in the youth and the association of Tiger beer with sporting events provides further evidence that a brand loyal Tiger drinker displays this personality trait. 3. Respect for women: Despite having an ultra-competitive spirit, Tiger beer drinkers have a healthy respect for......

Words: 2697 - Pages: 11

Case Study Case Study Case Study

...This case study is an excellent example of how different types of parties can be brought together in a large scale transaction and how the original energy of those early meetings can be lost over time. I imagine that when Anthony Athanas was purchasing those old piers back in the 1960s many, if not all, of his colleagues, friends, and family members told him that he was off his rocker. I’m sure Athanas was looking at this land as his family’s ticket to financial prosperity and somewhat of a legacy that he could leave to his descendants for years and years to come. One of the items I wish the case would have divulged is the amount of money that Athanas had invested in the properties. For me this information would have given an insight to his net worth and how much he had riding on this investment. I assume it was substantial given his actions later in the process. Twenty years later Athanas’ dreams came true and all those naysayers were more than likely green with envy. The amount of pride Athanas’ had in his investment at that moment had to have been insurmountable. Being approached by a big time real estate development company and their extremely wealthy client, Hyatt Corporation, must have made Athanas feel larger than life and made him feel like something he isn’t, which is a developer himself. The case doesn’t give much insight into whether Athanas had any representation or anyone consulting him throughout the process. From the beginning, I saw this as matchup...

Words: 1190 - Pages: 5

Case Study:

...Case Study: Labatt Blue When preparing a case solution it is expected that students will conduct additional secondary research. The capture of good information will enhance the quality of the analysis and the recommendation. Marketing Communications Plan Model Use the following model for completing a marketing communications plan. These points should be addressed in your presentation (20 minutes). Marketing Background SWOT analysis: External Influences • Economic Trends • Social and Demographic Trends • Technology Trends • Regulatory Trends Market Analysis • Market Size and Growth • Market Segments (Product Classifications) • Seasonal Analysis Competitor Analysis • Market Share Trends • Marketing / Marketing Communications Strategy Assessment Product (Brand) Analysis • Sales Volume Trends • Market Share Trends • Image and Reputation (questionnaire/ quantitative research) Marketing Communications Plan Target Market Profile • Demographic • Psychographic • Geographic etc Target Market Analysis • Consumer Behaviour (Loyalty) • Consumption patterns Positioning Strategy • Positioning Strategy Statement • Positioning Grid Budget • Budget Available for Plan Advertising Objectives (whatever is relevant to plan) • Awareness • Preference • Trial • Image Creative Plan ...

Words: 2775 - Pages: 12

Case Study

... Case Study: PSYMHNP Specialty Daniel Reyes CSULB Advance Pharmacology NSG 520 Dr. Kathryn Deitch December 14, 2013 Case Study: PSYMHNP Specialty Scenario #6 R.S., a 30 y/o obese male, was brought to the ER after he was found walking on the freeway, shouting obscenities at the oncoming traffic. He states, “Leave me alone, I am the perfect physical specimen.” R.S. is a graduate student and has been under treatment for Bipolar D/o for the past 6 years with good results until several weeks ago. His roommate reports that he has been “up all night” for the past few days and has a “hairbraned scheme to win the Nobel Prize.” R.S.’ mother suffers from chronic depression. R.S. admits to drinking 5-6 beers daily. Meds: Lithium Carbonate 600mg TID and Imipramine 50mg TID Allergies: Sulfa drugs Physical Examination: GEN: Obese, well-developed, well-nourished male who appears hostile and agitated. V.S.: B/P – 140/90, HR – 95, RR – 20, T – 100.4 F, Wt. – 100kg (220lb.) HEENT: PERRLA; HEART: RRR; CHEST: clear to A & P ABD: soft, non-tender, non-distended; GU: WNL; RECT: no masses, guaiac negative EXT: WNL; NEURO: CNS intact, no focal findings Lab: Na – 137; K – 3.4; Cl – 100; HCO3 – 26; Cr – 1.0; LDH – 150; Hct – 42; Alk. Phos – 1.67; Hbg – 15; Glucose – 120; AST – 60; Cholesterol – 300; BUN – 20; ALT – 80; Hgb A1C – 7.9 CBC morphology & differential, UA, CXR, ECG: all WNL Total Cholesterol (4 months ago): 290 Lithium level: 0.5 Imipramine level: pending 1. Develop a......

Words: 869 - Pages: 4

Mkt de Beers Case Study

...Case Study 2 A case study submitted to Webber International University In partial fulfillment for the Bachelor of Science degree in Business Administration By: Amber S. Ottilige Date: Apr. 20, 2014 Course: MBA683 International Logistics Management Semester: Spring 2014 Instructor: Dr. Schwarze When a company chooses to expand or to grow, there are many goals and objectives for the company to fulfill before expanding and growing. These goals and objectives can be large or small for the company. The main reason for them is to have the company grow in the future successfully. For these goals to be achieved, the company needs to implement different strategies to help the company grow as a whole. These strategies will help the company achieve the goals and objectives and also help with any future goals and objectives for other future growth of the company. De Beers Diamond is a private cartel of companies that dominate diamond and the diamond mining industry and also the diamond trading sectors around the world. The founder of De Beers Diamond Company is Cecil Rhodes in 1888 with their headquarters located in Luxemburg. The company serves the entire world for trading and shipping diamonds, but actually the mining is done specifically in Botswana, Namibia, South Africa and Canada. De Beers Diamond has many top gem and jewelry competitors, which are Tanishq, Nakshatra, Ddamas, Tiffany and Company, and Leviev. The......

Words: 726 - Pages: 3

Case Study

...MIS Mini-cases -- 1 of 30 Cases for Use in Management Information Systems MIS Mini-cases -- 2 of 30 MIS Mini-cases -- 3 of 30 Case 01 -- Freeway Ford You are a management consultant working for Franklin Absolom, the majority stockholder for a group of 10 automobile dealerships. He has asked you to spend several days at Freeway Ford, a dealership that is not performing up to its potential. You are not to go ―looking for trouble‖: instead, your assignment is to find ways to help management at the dealership take advantage of opportunities. One day while you are talking with James Kahler, the sales manager for Freeway Ford, you realize that the dealership only uses transaction processing systems—it is not realizing the full potential of the information it has gathered for managerial decision making. For example, Freeway Ford knows the purchase date and owner of every car it sells, but it never contacts owner about routine maintenance. Freeway Ford know that people who purchase a new car generally trade it in for another new car 3 to 4 years later, but the dealership does not contact these previous customers. Another opportunity comes from used car purchasing and sales. Every car has a vehicle identification number (VIN), and the dealership uses this number to check for known problems with a used car before it makes a purchase. A data bank of car insurance claims histories and major repairs is kept on a set of CDs that is sent to the dealership each month. At the...

Words: 12946 - Pages: 52

Bosten Beer Case Study

...IPO Pricing for Boston Beer Company Inc. Case Summary We address the following key questions regarding Boston Beer Company (BBC) to explore the issues surrounding its Initial Public Offering. First of all, we determine the fair value of BBC to be $211 million based on a DCF valuation of projected future cash flows and explain our key assumptions and potential problems arising from those assumptions. Second, we find BBC’s fair value to be $314 million by relative valuation and discuss how differences in operating strategies might translate into differences in financial ratios. Third, we determine BBC’s IPO price to be $15 per share. Finally, we look at the craft brewer industry as a whole and we find that it may be overvalued by the market. PART I: DCF Valuation In our intrinsic valuation approach, Boston Beer Company’s future free cash flows of the next ten years are projected in the spreadsheet. Present value of the company at the end of 1995 is calculated by discounting ten year’s free cash flows and terminal value by weighted average cost of capital. As we can see from the spreadsheet, the company fair value is $210.78 million. Subtracting the debt level of $1.95 million, the equity value is therefore $208.83 million. Appendix 1 includes the full valuation model we used. The key assumptions we made and the calculation methods we used are listed as follows: BBC’s annual sales growth rates from 1992 to 1994 are 63.55%, 60.14% and 48.84% respectively. The......

Words: 3921 - Pages: 16

Case Study

...Cross-Cultural Management CASE STUDIES 1. Lecture 2 Doing Business in Saudi Arabia Read the case Doing business in Saudi Arabia and answer the following questions . (a) Has religion been the main factor shaping Saudi culture, or are other factors at work here? What are those factors, and how important do you think they are? (b) Do you think that business practices in Saudi Arabia are likely to differ from business practices in Germany, and if so how? 2. Lecture 2 Matsushita’s and Japan’s Changing Culture Read the case “ Matsushita’s and Japan’s Changing Culture” and answer the following questions (a) What were the triggers of cultural change in Japan during the 1990s? How is cultural change starting to impact on traditional values in Japan? (b) How might Japan’s changing culture affect the way Japanese businesses operate in the future? What are the potential implications of such changes for the Japanese economy? (c) How did traditional Japanese culture benefit Matsushita during the 1950s-1980s? Did traditional values become more of a liability during the 1990s and early 2000s? How so? (d) What is Matsushita trying to achieve with human resource changes it has announced? What are the impediments to successfully implementing these changes? What are the implications for Matsushita if (a) the changes are made quickly or (b) it takes years or even decades to fully implement the changes? 3. Lecture 2 McDonald’s and Hindu Culture . Read the case “McDonald’s and Hindu......

Words: 789 - Pages: 4

Bosten Beer Case Hints

...Case: Boston Beer Company Address the following questions in a 4-5 page write-up of the Boston Beer Company Case to explore the issue of Initial Public Offerings. 1) What do you think of Boston Beer’s business model relative to the traditional beer companies’ business model? Relative to Redhook and Pete’s? (Hint: consider their brewing, production, distribution, marketing strategies. How is each firm attempting to achieve its own sustainable comparative advantage in the market place?) 2) Evaluate Boston Beer’s performance relative to its peers (Compare BBC's ratios to the ratios of its peers in exhibit 4). (Hint: how do differences in operating strategies translate into differences in financial ratios? Are there any downside risks to BBC's contract brewing strategy?) 3) What is your assessment of the intrinsic value of Boston Beer’s stock at the time of the case? What should be its IPO price? (Some hints below: First, you should look at the P/E multiples for Pete's and Redhook around the IPO time for BBC. You should also look at the average amount the price seems to jump on the day of the IPO, and the EPS of BBC for 1994 and 1995. From this, you should figure out what the implied price per share for BBC should be in this market environment. Second, you should try to justify this price per share by doing FCF analysis. Create a ten year pro-forma spreadsheet, projecting out barrels of beer each year, revenue per barrel,......

Words: 668 - Pages: 3

Case Study

...The Millerton Case Study The Millerton’s appear to be an average, relatively successful, happy family. Just like most families, though, they have their own individual strengths and weaknesses. Upon reading their story, I learned some important information about all of them. The Millerton family seems to be doing a good job of meeting their affective function (Friedman, 2003). They make a point of setting aside plenty of family time, despite their busy careers and social lives. They attend church together one or two times per month, go to the children’s sports and school activities together, take day trips on the weekends, and vacation as a family twice a year. Oscar’s parents are also very involved and available, visiting their children and grandchildren 1-2 times per week. Oscar and Sandy tend their vegetable garden and cook together. Oscar’s sister and her family live nearby. They see each other every weekend, and speak throughout the week. The children even go to school together. Conversely, Sandy has not remained close to her family. There seems to be a reason that her family did not approve of her marriage to Oscar, and there is now some type of rift between them. This family has done a good job in socialization of the children thus far. The parents have attempted to instill in the children the importance of family, working for a successful career, morals, and volunteering in the community. However, the children are now at an age where their friends have a great......

Words: 1237 - Pages: 5

Charlotte Beers (Ogilvy & Mather) Case Analysis

...Charlotte Beers (Ogilvy & Mather) Case analysis At the point of planning to the launch of the business, the owner of the business is very passionate and usually experienced in the line-of-business; as David Ogilvy was at the age of 38 when he started his own advertising agency in 1948. Ogilvy & Mather, an advertising agency was started in New York and expanded worldwide. By 1991, O&M was ranked the largest marketing company in the world.[1] But there comes a time when a company must look to adapt a change. With competition growing, clients of O&M changed their demands. O&M was a high-cost agency that was failing in controlling their budget and lowering their cost; they failed to see the reason for a change. Due to that fact, O&M had lost few of their multi-million dollar accounts. Many companies may have either filed bankruptcy or have shutdown in the process of losing their clients but O&M was not the type of company that would give up that easily. In 1992, Charlotte Beers was appointed CEO of O&M and a massive change was underway. She was not the type of person who would dwell on the past, but instead look to better the future. Charlotte Beers clearly made an impression on the O&M employees as she had the ability to inspire. But more importantly, she came up with three strategies which turned the company around 360 degrees; Client Security, Better Work/More Often, and Financial Discipline. Yes these strategies were formed for an advertising agency, but if......

Words: 1776 - Pages: 8

Mountain Man Beer Case Study

...“West Virginia’s Beer”. MMBC developed its brand equity as a symbol of toughness, authenticity, quality and uniqueness this with several other factors made MMBC successful. This legacy was started by Guntar Prangel in 1925 when he reformulated an old family recipe with quality ingredients. Brand Equity is defined as the $$$$ value contained in a specific brand. High alcohol content that appealed to the blue collar market along with these specific factors added to MMBC brand. It caters to regional tastes (dark, bitter). MMBC also has class cachet (it’s a miner’s beer) it’s family-owned, it’s perceived as being high-quality and it’s a legacy product. People seem to drink Mountain Man as a way to connect with past generations of their family. Brand played a critical role in beer purchasing decision. The promotion of MMBC was done by accentuating its dark color by packaging it in a brown bottle, with its original 1925 design of a crew of coal miners printed on the front. Mountain Man Lager was priced similarly to premium domestic brands such as Miller and Budweiser but below specialty brands such as Sam Adams. MMBC used its own sales force to focus on off-premise locations (liquor stores or supermarkets) with much success. Blue collar males purchased 60% of the beer they drank at these off-premise locations. The decline in MMBC was due to changes in beer drinkers preferences. This decline was happening across the whole United States to the traditional premium beer category at an......

Words: 723 - Pages: 3

De Beers Case

...economic rules, the price will finally drop. However, De Beers have controlled and manipulated the price by continuously purchasing the stockpiles of diamond that come from other competitors. The price of which, has amounted to more than $10 billion up till now. How long can De Beers last and how much diamonds can they buy? No one knows. 天价打造的“浪漫形象”。戴比尔斯在世界钻石市场的成功,可以说是一个近乎达到垄断的完美范例。它一方面总能刺激市场对钻石的需求,另一方面则减少钻石供给,即使在1955年通用公司(GE)研究实验室宣布发明了人造钻石后,戴比尔斯公司仍能成功维持钻石的高价完美形象。事实上,戴比尔斯公司每年花在广告上的费用多达1.6亿美元,不断传递着“Diamonds are Forever”的信息,持续钻石浪漫的传奇。 They has put much emphasis as well as financial resources on preserving the romantic image of diamonds. To be frank, De Beers spends as high as $160million in advertising every year, continuously conveying the idea of ‘Diamonds are Forever’ to us and make diamond a legend of romance. The success of De Beers in diamond industry is almost a perfect illustration for market monopoly. They stimulates the demand for diamonds on one side and decrease the supply on the other side. Even after the invention of rhinestones were announced by GE Research lab, De Beers still successfully keeps the valuable, precious, luxury and grace image for diamond. De Beers(德比尔斯)的自我声明是:“全球领先的钻石权威”和“钻石的梦想的守护者”并且是世界钻石理事会的成员之一,并参加了许多金伯利处理回顾任务Kimberley Process Review Missions和其他会议。他们声称,他们在金伯利的发展的过程中,发挥著举足轻重的作用. Being the ‘world’s leading expert on diamond’ and ‘the Guardian of the diamond dreaming’ as they claimed, De Beers has taken part in a lot of Kimberley Process......

Words: 1909 - Pages: 8

Case Study – Indian Beer Industry

...afafasfasfasfafafas CASE STUDY – INDIAN BEER INDUSTRY Microeconomics Group Assignment Group 3: Shubham Arora – 3 Karthik B – 4 Manisha Garg – 19 Rama Lakshmi M - 32 Sstitute of Management S.P Jain Institute of Management and Research Research Indian Beer Industry – Case Study Analysis The Indian beer industry has been witnessing steady growth of 7-9% per year over the last ten years. The rate of growth has remained steady in recent years, with volumes passing 100m cases during the 2005-2006 financial year. With the average age of the population on the decrease and income levels on the increase, the popularity of beer in the country continues to rise. Industry Consolidation and Emergence of a new Bi-polar Market Dynamic The Indian beer industry has witnessed a big change during the last five years. The industry was previously dominated by competition between the Vijay Mallya-controlled United Breweries Group and the Manu Chabbriacontrolled Shaw Wallace. The scenario changed, however, with the entry of SABMiller in India. The international beer giant started by acquiring small breweries in the south but then completely changed the landscape with the acquisition of Shaw Wallace’s beer portfolio for a reported US$132m in 2003. This gave SABMiller ownership of strong brands like Haywards 5000, along with its existing brands. After the acquisition, SABMiller focused on spreading its footprint across India, including opening new breweries in states where Shaw Wallace did not......

Words: 2893 - Pages: 12

Новинки 2018 | NYX Lipstick Narcissus Silver | Summer Dresses