Final Project: Gerber

Gerber
(theuntrendygirl.com )

Gerber has been around since 1900.  Gerber is currently celebrating its 85^th birthday.  In 2006, Gerber became a part of the Nestle family. "Nestlé and Gerber have long, rich histories of supporting the healthy growth and development of infants and toddlers." (http://www.gerber.com/AllStages/About/Heritage.aspx) For centuries, Gerber has been distributed to babies all over the world. Gerber provides nutritious foods, juice and snacks that start at infant babies and goes all the way to toddlers at age 2. This is a commitment to assist the baby from infant food until they are fully introduced to table food. It is an opportunity to for the child to "Start Healthy and Stay Healthy", which is Gerber's actual mission. "Start Healthy, Stay Healthy is a unique, integrated nutrition solution that provides products, information and guidance all backed by rigorous science and research to help parents make the right nutritional choices for their little ones from birth to 4 years. Start Healthy, Stay Healthy includes scientifically advanced, high-quality infant formula, and baby, toddler and preschooler foods." (http://www.gerber.com/AllStages/About/Mission.aspx)

Gerber is not only about nutrition and food, there's also a division of Gerber that offers life insurance programs for your child. The program is called The Grow-Up Plan. Information about this can be found at www.GerberLife.com. "You can start your child or grandchild with a $5,000, $10,000, $15,000, $25,000, $35,000 or $50,000 whole life insurance policy and lock in a low childhood premium that will never increase. Parents, grandparents and permanent legal guardians may apply when children are 14 days to 14 years old." (http://www.gerberlife.com/gl/view/guide_products/growup/index.jsp?utm_campaign=Impaqt+-+Paid+Search+GUP&utm_source=Impaqt%3APaid+Search&utm_medium=Paid_Search&gacv1=b8005305.1c626.13eee6aaa1a&gacv2=400639&gacv3=&gacv6=growup_product&gacv8=SSSS&gacv9=growup_08&gacv10=H3&keycode=400639&utm_term=gerber-47370863-VQ2-g-VQ6-14104337281-VQ8--VQ9--VQ15-1t1-VQ16-c&iq_id=47370863) There are several plans to choose from, the plans are designed to assist parents in setting their children up for the future. weather they decide to go to college or not, it's up to them, but it's up to the parents to make sure that their child has a chance at a lucrative and successful future.

It is evident that parents and children alike love Gerber products. This gives them a STRONG consumer foundation as well as a large following. On Gerber's Facebook page, not only do they share tips with parents, they also introduce new products, ask for feedback, and open the floor for suggestions and communicate with their customers. They also inform of special promotions, offer coupons, and post pictures for parents to browse. A satisfied customer, Venus Wygant, posted, "Gerber is a class act and always will be :-) thank you Gerber!" (https://www.facebook.com/#!/Gerber?fref=ts). The Gerber community gives parents the opportunity to chat and share stories amongst each other as well as with Gerber. Alyssa Fitzgerald posted to Gerber's facebook page, "Gerber was and still is the top brand I buy when buying for my chiildren :)) thanks Gerber for everything!" (https://www.facebook.com/#!/Gerber?fref=ts)  With Gerber’s efforts to promote health and nutrition, they also are aware of the community, assisting parents with their issues and needs, and putting money away to help parents give their child a future financially.  Gerber goes beyond food to make parents and children happy.

(baby-formula.findthebest.com )

Gucci

Gucci started in 1921 by Guccio Gucci as a luggage company in Florence, Italy.  Guccio Gucci got his inspiration for his brand from the couture houses in London.  Gucci prides itself on being exclusive, high quality, made in Italy, its use of Italian craftsmanship, and fashion authority.  Gucci has come a long way from luggage in the 1920's to full men's, women's, and children's collections, shoes, accessories, and most importantly handbags.

 I visited the Gucci store in the Aria casino and hotel.  Upon walking into the store I was greeted by a friendly sales person.  He introduced himself, and told me to take a look at their newest items in the front of the store and if I needed anything he was there to help.  I noticed that the store was VERY neat, everything was organized by collection, and color.  The sales floor was not over crowded with merchandise.  There's one of each handbag hanging on hooks or sitting on shelves for customers to touch, try on and look at.  The sales people gave u room to look around and shop, but if you needed them, they were available, unlike most traditional retailers where there's either no one to be found when you need help, or they follow you around desperate to get the sale.

It was a great shopping experience for me.  The sales people were very pleasant, and represented the brand really well.  The store was impeccable.  There was a balance with the sales people, they weren’t hounding me for a sale.  It seemed that they wanted me to simply enjoy my shopping experience at the store.  If I had questions they were happy to help and answer them.   One thing I noticed, was that they had a very small clearance section in the back, It wasn’t overly advertised, but as I approached that area, the sales person informed me that those items were slightly marked down.

   

Week 6 Chapter 5 Discussion Questions

Chapter 5 Discussion Questions

1. How do mass-market brands compare to luxury brands in terms of brand value, pricing attitude, and location choices?  Mass market brands are produced in large quantities.  “Mass-market fashion brands are generally fashion followers and not trendsetters…they are rarely positioned on creativity but on values derived from price, and convenience.” (Fashion Branding Unraveled pg. 158)  Buyers of mass market brands are usually buying out of rationality.  Luxury brand purchases mostly derive from emotional needs.  The luxury brand is usually the trendsetter in the fashion world, they’re prices are set in a higher price range which is usually not affordable and does not go on sale.  Their brick-and-mortar operations are usually in certain high end areas, as opposed to mass marketing brands which tend to go on sale or can be purchased at a discounted price, and most mass market brands open operations in several areas where they can be successful.  Most luxury brands have a timeless fashion, while mass market products go in and out of trend very quickly. 

2. Briefly compare premium brands to luxury brands. Like luxury brands, premium brands are of a higher quality and most purchases are made from emotions. “Although most premium products still rely on following trends introduced by luxury brands, it is important to remember that premium brands are not created by simply improving existing products or attempting to reposition them through marketing and advertising.” (Fashion Branding Unraveled pg. 162)  Luxury brands are more elite than premium brands and are usually handmade, unlike premium brands who don’t receive the attention or extra time and resources it may take to create a luxury brand.

3. Name a few of the challenges private labels face to compete with manufacturing brands. “Private labels are brands owned by a retailer and not a manufacturer. Retailers usually contract these products and have them produced under their own labels.” (Fashion Branding Unraveled pg.  166) “Private labels are generally not trendsetters. They tend to imitate creative and technological innovations of manufacturers' brands and offer their versions at competitive prices. These brands are thus a major source of differentiation and competitiveness for these retailers.” (Fashion Branding Unraveled Pg. 167)

Week 6 EOC: Bruce Weber

Bruce Weber's photography portray freedom with sexuality and life as a party.  The pictures are very crisp and clean and the models are very beautiful.  The men are slim with muscles.  The women are mostly slim, but there are photographs of well endowed women as well.  The children he photographs look like little angels.    "Bruce Weber, born in rural Greensburg, Pennsylvania, in 1946, became the preeminent  photographer of the fashion industry in the 1980's and continues to be one of the world's most popular and influential photographers"(http://www.bruceweber.com/#/about/bruce__nan_bios).

A lot of his ads are very erotic and some include full frontal nudity of both male and female models.  Bruce Weber is a big hit with celebrities and high fashion magazines.  His photography skills are very popular and he is often sought after by brands to help create an image for themselves.  He is also known for his photography and commercials he's done with American Eagle.  He also has a few short films that he's written and produced himself.   
 

Week 4 Chapter 4 Discussion Questions

Chapter 4

1.       Explain the social element of luxury brands, and explore how this concept relates to some of the challenges facing luxury brands, such as counterfeiting and parallel markets.

Luxury brands “demonstrate and establish the lifestyle status and proposed image of the brand, compensate for lack of history and heritage in the case of new brands, create social awareness, which makes owning of luxury more meaningful, and combat economic downturns” (Fashion Branding Unraveled pg. 138).    

2.      What is the meaning of a lifestyle brand? Why are most luxury brands described as such?

“A lifestyle successfully identifies itself with a lifestyle and a marketing segment to the point that its name or image is mentally triggered when the segment is mentioned” (Fashion Branding Unraveled pg. 118).  Most luxury brands sale a social status or elegance that people want to achieve in life.  Owning these things makes people feel that they have achieved a certain social status amongst regular people.  A luxury brand assists in defining the lifestyle people wish to live or portray to others.

3.      Explain how luxury brands seem to defy traditional marketing principles.  Luxury brands usually use different outlets to advertise than regular brands.  Marketing or advertising a non-luxury brand is seen on tv, heard on the radio and seen on billboards.  Most luxury brands will use celebrities as their live advertisement.  They give the celebrities a fee to say they use the product or asks that the celebrities make public appearances with the product in view.   “The Internet, iPhones, and other electronic devices and platforms are new channels that have been tapped by luxury brands as well” (Fashion Branding Unraveled pg. 139).  Social media is used by the brands as well as the celebrities where they post pictures of themselves with the items or post a picture of the item and offering a reason why one should use this brand.  This creates buzz and popularity of the item amongst the general public.

Week 3 Chapter 3 Discussion Questions

Chapter 3

1.      Explain the VIP concept, and compare it to the traditional Four Ps.

VIP stands for value, identity, and product mix.  The VIP “model acknowledges the Four Ps as an integral part of the product mix but not the sole driver of the communication strategy and marketing effort for a brand” (Fashion Branding Unraveled pg. 79).   “If you examine the VIP concept closely, you will realize that it does embody the definition of the brand as being the sum of an identity and a value added to the product and its mix of attributes” (Fashion Branding Unraveled pg. 79).

 

2.      Explain the concept of co-branding; give examples.

Co-branding is “the practice of using multiple brand names together on a single product or service” (Fashion Branding Unraveled pg. 85).  H&M is one company that does a lot of co-branding.  They have co-branded with the likes of Karl Lagerfield, David Beckham, and most recently, Beyonce.   It is a good way for both to get exposure and increased profits.  A percentage of profits go to each brand.

3.      How do licensing and brand extensions compare as growth strategies?  

Macy’s is example of brand extension they house many brands in their stores.  Brands such as Tommy Hilfiger, Ralph Lauren, and Michael Kors can be found at a Macy’s department store.  Licensing is “simply defined as an agreement through which the legal owner of a brand or a trademark (the licensor) gives another party (the licensee) the legal rights to use the brand's name and identity (or know how or their trademark), in return for a compensation often known as a royalty fee” (Fashion Branding Unraveled pg. 88).  It allows growth for the brand as far as exposure in other places besides its own retail operation.  It offers more traffic into Macy’s where consumers may come for a certain brand or item and end up purchasing from Macy’s own collection.  It is a win-win situation for both brands.    

Hawaiian Tropics Bikini Pageant

Known for its sun products, Hawaiian tropics has decided to re-evaluate some of its dealings.  Since 1983, Hawaiian Tropics has held an annual Bikini Pageant.  The pageant was to pick the hottest bikini clad girl with the best tan.  This was 100% based on looks.  But as the world changes, so does the mind-set of the people living in that world.  In the past, women hasd no rights and were encouraged to "look pretty".  After e womens rights movement, women and men alike are realizing that women can do more than look pretty and be seen.  The realization has come to the light that woman have brains too and should not be objectified because of looks or beauty.  Women have proven that they can and will do some of the same jobs that men do and that they do have more to offer society.  Hawaiian Trpoics has noticed this movement, a little late might I add, but they noticed and are making changes.  So, instead of women parading around in skimpy bikinis with tanned bodies, women are going to be evaluated in a different way.  Hawaiian Tropics is looking for the “woman who best embodies everything Hawaiian Tropic now stands for — beauty, confidence, style, enjoying the sun and keeping skin healthy.” Hawaiian Tropics wants a "face" of the company, and not a "body". "Facebook users will choose a winner who will get a vacation to Hawaii and be featured as a spokeswoman in an advertising campaign."  Hawaiian Tropics will allow their followers on Facebook to choose who this woman will be and she must be a woman of substance.  “Bikini contests as a tactic just don’t resonate with our consumer and don’t fit with who the brand is now,” said Danielle Duncan, the brand manager for Hawaiian Tropic. We will see how this goes and if it assists the company in achieving a higher profit margin and a more positive image. 

http://www.nytimes.com/2013/04/23/business/media/that-hawaiian-tropic-scent-no-bikini-required.html?_r=0