EOC: Midterm Project- Oakley

                                                                   

Oakley Inc. based in California makes sport equipment including sunglasses, visors, google, watches, clothing, bags, backpacks, shoes, prescription glasses, football and hockey eyewear, golf gear. They hold more than 575 patents for eyewear. Oakley was started by Jim Jannard in 1975. He first started selling motorcycle grips using a patented material.  In 1980, Jannard released a pair of goggle called the O-Frame with his logo on the side which earned him recognition. Once they were recognized they have now become one of the biggest sport brands while maintaining a large sport team roster which includes some of the World’s top athletes. Some examples include: Shaun White, Lance Armstrong, Ricky Carmichael, James “Bubba” Stewart, Rory Mcllroy and Samantha Stousr. Not only does Oakley support just the sport but they also maintain US standord issue, which provides US military and law enforcement eye protection. “Oakley Government Sales has been selling to the US Military and US Government for over 20 years. Over time Oakley's military line has transformed from a few models to a highly specialized division within Oakley. These products are designed exclusively for government customers, and are not available in retail stores.” Article. US Military Issue Oakley was created for world-class athletes those who see the limits of possibility as just another challenge. “Their dedication drives us to look beyond the conventional ideas of industry standards. It’s in our DNA to identify problems, create inventions, and wrap those inventions in art. And simply to make things better than anyone thought possible.” Jim Jannard. Oakley’s top competitors are Calvin Klein, Marchon Eyewear, and Nike.

“The innovation of Oakley has often allowed them to surpass the competition and capture a wide section of the market during a product launch.The brand is also well known for its ability to sign up popular sports professionals and endorse competitions and events. Their ability to seal lucrative sponsorship deals has promoted the company within a range of sports, moving outside of the motocross market that they traditionally dominated.” Article. How Oakley Beat their Competition/ Gabriel Ross. Oakley will always continue to move forward through its blends of science and art to redefining their products to keep them the best at what they do. 

EOC: Midterm Project-Dole

                                                    

Dole was founded in Hawaii in 1851, it is the” largest producer and marketer of high quality fresh fruit and fresh vegetables. Dole Food Company, Inc. believes that in order to perpetuate sustainability, it is of the utmost importance to treat our people, resources, environment and community as our most precious assets. Business can be an important actor and agent for change through creating products and services that society values, establishing primary jobs and efficiently using resources. As a company dedicated to making the world a better place to live both today and in the future.” Dole’s mission is to: 1. Providing the world with healthy and nutritious foods. Offering employees competitive wages, ample benefits and safe work environmenr. 3. Enhancing and empowering our communities to advance and prosper 4. Protecting our natural resources and actively seeking ways to reduce our environmental impact.As well as a line of packaged frozen foods. Dole now helps people learn how to balance nutrition and exercise to live a healthier life. They help in women’s health, men’s helath, weight loss, and fitness. They keep updated on what is new and healthy and share it with people all over the world to help improve their lifestyle. They also show kids how getting healthy can be fun by exploring eating and exercise adventures at SuperKids. They let kids participate in thing such as games, music, comics, and celebrations to encourage a healthy life. "Everything you need to get your students excited about eating fruits and vegetables." Article. Dole 5 A Day. Solange Bushra Wasef. Dole likes to stay responsible in order to protct its greatest assets (people, farms, and environment. Dole has built its sustainibilty strategy on four pillars: water management, carbon footprint, soil conservation and packaging. “Dole Food Company, Inc. employs more than 50 scientists in five research centers throughout Latin America, the Philippines and the United States. These scientists specialize in fields such as general agronomy, irrigation, nematology, plant pathology, physiology, horticulture/plant propagation and spray technology, as well as post-harvest physiology.” Article. Dole Impact. Jeffery Logan. Dole’s competitors consist of Fyffes, Ocean Spray Cranberries, and Seneca Foods. Dole targets all families to show that the intire family xan be healthy and they can show you how. Dole will continue to fill the world with healthy and nutritious foods.

Week 4 EOC: Discussion Questions

1. Dolce and Gabnna has three divisions Dolce and Gabanna, D&G, and D&G Junior. Since the book was written D&G has since been discontinued.
2. They decided they were going to be the first to cater to a different fashionista when they first started by advertising towards gays and curvier women.
3. I think gay and lesbian consumers purchase similar brands to other consumers but they might be more influenced to purchase from one brand if it is marketed towards them. I think it was a good idea for them to hit a consumer that wasn't marketed to before and gave Dolce and Gabanna a whole new influence and desire to all consumers that was never targeted before.

Week 4 EOC: Exercise

 

This Dolce & Gabanna ad though vulgar to most it is advertising their jeans as well as their shoes. If you look closer as this ad you see some things most would not notice at first glance first there you would see a man standing with pants down around his ankles and another behind him sitting in a chair with no pants on. If you look closer you see in the corner another mans legs bending in front of the other man in a provocative position. The ad fits this particular brand since they were the first to target the gay consumer and their advertising has always been controversial. This ad was a remake of the Puma ad that had a women crouching in front of thee man and like most Dolce & Gabanna ads they spun it to fit their way of advertising. Subliminally suggested is a man giving the other oral sex while another man is sitting behind looking in that general direction. In history no one would ever think of advertising something so provocative especially something that is insinuating a gay sexual incounter. I feel this advertisement is intriguing it shows something that before would of been to much and is not trying to hide what many in todays world can not deal with while reaching a particular consumer group. 

EOC: Midterm - 4 Brands

 

EOC: Midterm Project - Starbucks

                                          

The product I have chosen to do is Starbucks. Starbucks started in Seattle offering some of the world’s finest fresh-roasted whole bean coffee. Starbucks has always been a different kind of company. One that not only celebrated coffee and rich tradition, but also brought a feeling of connection. Their mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. Starbucks first revolutionized the coffeehouse industry by marketing expensive, high-quality coffee as well as a "third place" between work and home - a warm, clean, and inviting environment where customers go to escape the chaos of daily life. Today, with more than 15,000 stores in 50 countries, Starbucks is the premier roaster and retailer of specialty coffee in the world. Starbucks primary target market is men and women aged 25-40. Which accounts for almost half of their total business. “ Starbucks appeals to this consumer age group through hip, contemporary design that is consistent in its advertising and décor, and working to keep its products current as status symbols.” Article by Renee O’Farrell, “Who is Starbucks’ Target Audience?” Young adults aged 18 to 24, total 40 percent of Starbucks sales. Starbucks positions itself as a place college students can hang out, study, write term papers and meet people. “Starbucks appeals to this consumer directly through introducing technology as soon as it comes available, focusing on social networking and actively cultivating a “cool” image.” Article by Renee O’Farrell, “Who is Starbucks’ Target Audience?”   When Starbucks first started its competitors were other specialty coffee shops in the United States as well as Second Cup a Canadian franchisor. Now with McDonald’s McCafe the competition has changed for Starbucks. Some of their top competitors are Dunkin Doughnuts, McDonald’s, and Nestle. Starbucks created a loyal customer base due to giving the people somewhere to go in between work and home where they can relax. “Starbucks is reputed to be one of the most uniqueness coffeehouses of the time. No one can possibly compare to the atmosphere and quality of Starbucks.” They also created the sense of a community by each Starbucks helping with not only charities around the world but as well as charities within each community they are a part. People are also attracted by their organic and go green concepts using recycled materials as wel as getting coffee beans from a fair farm. After Starbucks celebrated their 40^th anniversary they decided to start getting ready for their next 40 years by first changing their logo which they did by removing the “Starbucks Coffee” from every cup. They wlll also be testing at their home store the idea of serving wine and beer at the stores in order to serve a more night time customer

BOC Week 2

Week 3 EOC: Ralph Lauren

Discussion Questions

1.  1.  Ralph Lauren is not a traditional designer; he is a merchandiser. Lauren is the conceptual genius behind his brand, not the person who drafts patterns, sews strips of fabric, or sits behind the compute-aided design. As the king of merchandising he has total creative license to dream up ideas that influence his brand.

2.   2.Before Ralph Lauren worked for himself he worked for Brooks Brother in the late 1950s. In the 1960s he took a position with a Boston-based tie manufacturer. Working there gave him a chance to network in the New York garment industry. He learned early that building relationships was essential to creating his own brand.

3.     3.Ralph Lauren operates the following divisions under his name: Polo, Purple Label, Black Label, Blue Label, Polo Ralph Lauren, Polo Denim, Rugby Ralph Lauren, Lauren by Ralph Lauren, and Ralph Lauren Golf. Each label with its own target market from Purple and Black label being more for the wealthier and the Polo brands being more for the sporty. The labels are more homogenous even though each of the brands are slightly different Ralph Laurens target customer fits the different day to day activities the customer faces.

4.   4. My favorite division of Ralph Lauren is the Women’s Blue Label line. The style fits my lifestyle since it is casual yet refined with its rustic and toughness look.

5.    5.Ralph Lauren never changed his brand and stuck to what he wanted it to be and expanded it on popular movies and shows which carried interest into the style. Another famous designer that has done this is Coco Chanel like Ralph Lauren she picked a style that was different then anything else offered at the time and become a world wide sensation. 


exercise

Fashion designer Coco Chanel, born August 19, 1883, in Frnace, is famous for her timeless designs, trademark suits, and little black dresses. “Not only did she make “black” the black it is today, but she also created the wardrobe staple that none of us can live without- the little black dress!”Chanel was raised in an orphange which is where she was taught to sew.  She then moved on to tailoring clothes for military and society women.  With the help of some wealthy men in her life and good connections she started selling hats in 1910,. She later added stores in Deuville and Biarritz and begun making clothes. Her style was different from every other women she believed in comfort rather then the binding clothing most women wore.Her style was about simplicity and comfort and she told Harper's Bazaar in 1923 that "simplicity is the keynote of all true elegance."She even decided that unlike most women she would make pants so she could ride a horse like a man. Which led to her first taste of success which was a dress made from old jersey to keep her warm on a chilly night. Coco was not afraid to be her self and to continue to do what she believed what was going to be the future for women. “A few years later she also introduced the now legendary Chanel suit with a collarless jacket and well-fitted skirt. Borrowing elements of men’s wear and emphasizing comfort over the constraints of the then-popular fashions, she helped women say good-bye to the days of corsets and confining garments.” Her first clothing was very successful her sencond one did not do as well but she continued to do what she did best and it grew into the one of the worlds most known fashion houses. Her years of sewing and understanding how uncomfortable women’s clothing was is what gave her the experience to expand her into the future.

BOC Week 3: Beech-Nut

Beech-Nut once the third largest baby food manufacturer in the United States behind Gerber and Heinz is now know for its bad reputation due to an apple juice scandal during the 1970’s. In the past, this century-old company produced foodstuffs ranging bacon to chewing gum, but it has been exclusively engaged in the babt food business since 1972. Beech-Nut n the 1930’s combined with Strained Co. and together they developed a baby food line which was very successful and gave parents a reason to trust the company. In 1977 apple juice sales had quadrupled. Beech-Nut decided to sign a contract with an apple concentrate supplier called Universal Juice Co., which sold its product 25 perecent below market. Being a part of this contract Beech-Nut sales from the concentrated product they saved millions of dollars by using Universal. Beech-Nut’s director of research warned senior management of the problems with concerntrated juice. In 1982 proof came in from a private investigator hired by the Apple Processors Trade Association to investigate claims of adulterated concentrate. They found that the company was not just adding sweeteners to their mix, they were failing to add the apples altogether. Documents found revealed that the so-called apple juice was in fact nothing but water, sugars, flavoring, and coloring.  Instead of immediately recalling all of the products made from the synthetic concentrate Beech-Nut began shipping the tainted juice out of the country. FDA officials threatened a seizure unless the company issued a voluntary recall. Beech-Nut finally issued the recall in November 1982, but by that time all but 20,000 cases of juice had been distributed overseas. In 1986, a federal grand jury found that there was sufficient evidence to indict both Beech-Nut and two top executives on 470 counts of violating the Federal Food Drug, and Cosmetic Act. Beech-Nut pleaded quilty to 215 counts of indictment and was fined a record $2 million. the indictments of the company in 1986, long after all bogus juice had been removed from grocery store shelves, that the scandal began to impact sales. The intense publicity that surrounded the trial and sentencing, however, was disastrous for the company.

Week 1 EOC: Ch.1 Exercise

Levis struggled for years to find its voice in advertising. Now that they have found it they find new ways to advertise towards what helps their company. They manages to tap into their original roots which is hard wearing jeans for the hard working pioneers that found the Western U.S. and they’ve done it in a stylish way. The ad featured shows a man walking through a field with his jeans and plaid shirt. The captions saying “ this country was not build by men in suits.” It is advertising to hard working men saying that you do not need to wear a suit to move forward. With the way the market is today it is difficult to get people to buy but to get people to buy American will move people to think they are helping the country and what it stands for. Levi was brilliant with this ad campaign of going forth reminding people of hard times America went through and how it was overcame. 

Week 1 EOC: Discussion Questions Ch.1

1.    1.Fashion branding is the image of a particular product or service that consumers quickly associate with a particular brand, that offers and overall experience that is unique. Branding is not about individual products, but creates an identity for the company. Fashion branding is the context that surrounds the garment as well as the image that designers, retailers, manufacturers, and promotional consultants create in order to encourage consumers to buy new items. Fashion branding is a process whereby designers, manufacturers, merchandisers, strategists, creative directors, retailers, and those responsible for selling fashion create campaigns and give fashion products a unique identity.

2.    2.A t-shirt, pair of jeans, and sweatshirt can be dull without fashion branding but if you want to sell any of these items as a high price item you have to giving them an international recognizable reputation. Another item that you does not have to be a luxury item but has been marketed as is watches there are many watches that you can buy for very cheap and even now a days people do not even use watches since they look at the time on their phone though watch companies have made watches appear as a luxury item by using celebrities to advertise or even just wear the product to make it seem more upscale.

3.   3. There are many consumer products that do not interest especially because of my sexuality as a woman I am not interested in the same things as men such as products that are only targeted to men like axe.

Week 1 BOC: Slip! Slap! Slop!

Due to Australia having higher levels of UV radiation during the summer Australians suffer the highest rates of skin cancer in the world. Each year 1,200 Australians die from skin cancer every year. Article The Ozone Hole. To help prevent skin cancer the Slip-Slop-Slap ad campaign was developed to promote sun safety in Australia during the 1980’s, which was launched by Cancer Council Victoria. The ad campaign featured a dancing seagull to encourage people to reduce sun exposure. The slip-slop-slap campaign was a way to tell people that hey should always wear a shirt, hat, and sun. The ad was successful and it encouraged many Australians to change their ways when they were out in the sun. Sid had Australians slipping on long sleeved clothing, sloping on sunscreen and slapping on a hat. This successful program was funded by public donations. Article Wikipedia. After the success of the campaign it was taken to further steps by the SunSmart to encourage the use of sunglasses and shade. They added the words Seek and Slide which were meant to seek shade and slide on some sunglasses. So the campaign became known as the: “Slip, Slop, Slap, Sleek, Slide.” Even other countries took a hold of this campaign such as New Zealand where the mascot was a lobster as well as some Canadian cities. Even American Cancer society stepped in on the campaign and used Slip, Slop, Slap, and Wrap which stood for the same things without using all of the same wording. Since in America skin cancer is the most common for m of cancer. There are more then 2 million cases of it each year in the United States. Article. Stay Healthy. American Cancer Society. The ad campaign did encourage few to change their ways and try to protect themselves from the sun but as time went by the campaign was forgotten and people went back to their usual ways. file://localhost/Users/student/Desktop/newslipslap.jpg