Thursday 19 March 2009
Tuesday 17 March 2009
Sunday 15 March 2009
Sunday 8 March 2009
Celebrity endorsement works for Nestle....
The celebrity endorsement of George Clooney has helped Nestle achieve worldwide sales of its Nespresso coffee machine hit £1.2bn in 2008, up 30% on 2007. This was the 8th consecutive year that the product's annual sales have risen by 30% or more.
So what is the secret of it's success? First launched in 1986, the process produces a decent espresso with no spillages to clean up and there are a variety of blends to choose from. Some analysts believe it is this simplicity which is the brand's popularity.
Advertising analysts say this is only half the story - they say Nestle's marketing has been "first class".
- Huge marketing centred on the celebrity endorsement of George Clooney.
- Data capture - consumers are automatically enrolled in a loyalty programme, receiving magazines and the feeling that they are part of an exclusive club.
- Minimising the places you can buy the pods from to just the company itself.
- Creating machines that only work with the capsules, ensuring repeat purchasing.
- Nestle work with manufacturers to keep the costs of the machines down.
Overall, a great example of marketing and advertising at work.
Example exercises for you to use at home if you wish....
Trading Account & Profit & Loss Account Exercises
Sunday 1 March 2009
Top 10 Most Embarrassing Celebrity Endorsements?
The Observer Sports magazine published what they thought to be the Top 10 Most Embarrasing Sporting Celebrity Endorsements today. I have chosen a few for your viewing "pleasure." Do you think the benefits of paying these celebrities outweighs the negatives? Let me know what you think:
Ashley Cole & Cheryl Tweedy and the lottery
Hulk Hogan's Ultimate Grill
Ian Wright and the cooking sauce
Tiger, Thierry and Roger and the shaving foam
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