netrashetty
Netra Shetty
Avery Dennison Corporation (NYSE: AVY) is a major[weasel words] global manufacturer and distributor of pressure sensitive adhesive materials (such as self-adhesive labels), office products, and various paper products.
The company was originally founded in Los Angeles in 1935 as Kum Kleen Products, a partnership of Mr. and Mrs. R.S. Avery. The name was changed to Avery Adhesives in 1937. In 1946 the company was incorporated as Avery Adhesive Label Corp., and the name was subsequently changed to Avery Adhesive Products, Inc. in 1958, and to Avery Products Corporation in 1964.[3] The name was changed again to Avery International Corporation in 1976, and it became Avery Dennison after the company merged with Dennison Manufacturing in 1990.[4]
The company is currently headquartered in Pasadena, California. As of 2008, Avery ranked 376 in the Fortune 500 list with total sales of $6.7 billion. Avery Dennison's pivotal line of products are found in their Pressure-Sensitive Materials segment, responsible for 54% of sales. Avery currently employs 36,000 men and women all over the world, with manufacturing and distribution facilities in over 60 countries. Avery Dennison's first overseas subsidiary was established in Holland in 1955.
3.2 Learning objectives
To be able to apply theories and models into practice as well as skills and competence in conducting a case study
To properly conduct internal and external analysis of the case study casino using SWOT, Porter’s five forces and PESTEL
To perform in-depth literature analysis by which the basic knowledge regarding brand management will be acquired from
3.3 Timeline of the research process
To accomplish such outcomes, the researcher will be guided by the following plan.
Weeks
1st
2nd
3rd
4th
Problem identification
Writing Proposal/Obtaining Approval
Acquiring Access
Update Literature Read
Research Design
Data Collection
Data Analysis
Writing up Draft
Editing
Final Document
Binding of document
Necessary Correspondence
4. Planned Methodology
4.1 Data collection and analysis method
Majority of the report will be based on secondary research with data that will come from archival data from online websites, official statistics, annual reports, journal, newspaper and magazine articles and books. Interviews to Casino de Genting’s client will be also conducted and will be the primary data of the research.
Thematic content analysis will be conducted. Such analysis refers to collating and digesting themes from the literature. The purpose of this is to be able to build theories relating to the internal and external situation of Casino de Genting. The processed information will be further analysed for SWOT, Porter’s five forces and PESTEL, and also scenario analysis. Recommendations will be based on scenarios.
4.2 Related parties
Given that Casino de Genting is under the Genting Group, it would be plausible to obtain and build on insights of the parent company. Expectedly, Casino de Genting might have partner media or brand consultant in advancing their brand identity. They will be consulted to provide richer background to the project.
4.3 Types of questions to be asked
A) Hypothetical – to get interviewees to think of new situations and how people might cope with new situations
B) Reflective – to encourage interviewees to related alternatives
C) Probing – to check for more detail and clarifications
D) Specific – to determine facts
Starbucks wanted to answer this question: Does Starbucks’ out-of-home media (such as billboards, kiosk ads, vehicle wraps) reach and affect people as efficiently as Starbucks’ investments in television, radio and print advertising? As our research showed, the answer was yes, it was as efficient as the other media.
To manage advertising effectively - and make the right decisions on how much and what kinds - you need to know how advertising is really performing. To do this, Starbucks uses a recognition-based tracking program1 , which we feel avoids the elements of risk inherent in alternative methods:
Dissimilar audience measures: Traffic by the site is good to know, but how many of those people actually notice your billboard? How does the value of a million people driving by your billboard compare to the value of a million people sitting in front a TV set while your commercial is playing? We know it is different, but how different? And as everyone is aware, the accuracy with which the industry measures either audience is open to some debate.
Overlap: A second advertising medium makes a lot more sense, and is a lot more valuable, if it reaches people who were not reached by the first medium. The readily available audience data doesn’t tell you anything about how much of what you are buying is duplicated overlap and how much is new and un-reached.
Inaccurate measures of reach and affect: Those who take the first two blind spots seriously will usually turn to tracking studies, which are custom studies to determine the number reached and affected by the advertising they are conducting. But what kind of study? Recall-based telephone trackers are still the most popular. But we found when you ask if people recall any of your recent advertising, and they say yes, they may well be thinking of advertising you conducted last year, or they could even be thinking of your competitor’s advertising. But when you show them the advertising and ask, “Do you remember seeing THIS before?” you get a massive increase in accuracy.2 Added to that was a situation that may be unique to firms in Starbucks’ situation. The Starbucks brand is so large in this country, and the coffee shops are so widespread, people expect Starbucks to advertise, and we find substantial numbers saying they recall Starbucks advertising during periods when there has not been any.
Online study
The tracking study conducted by Bruzzone Research was designed to measure the effect of Starbucks advertising during the summer of 2002. The Starbucks name had not been closely associated with summertime drinks. One of the objectives of the summer advertising was to change that.
It was done with a before-and-after study conducted online. The online population was getting close to matching the total population, but still with somewhat of a younger, more upscale skew. That made it a good fit for most Starbucks products. Doing it online enabled us to show each respondent virtually every piece of advertising Starbucks used over the summer. We did it as illustrated in Figure 1. A total of 24 items were shown in the same manner. A feeling for the other items in the campaign is provided by Figures 2 and 3. For the radio commercials respondents
The company was originally founded in Los Angeles in 1935 as Kum Kleen Products, a partnership of Mr. and Mrs. R.S. Avery. The name was changed to Avery Adhesives in 1937. In 1946 the company was incorporated as Avery Adhesive Label Corp., and the name was subsequently changed to Avery Adhesive Products, Inc. in 1958, and to Avery Products Corporation in 1964.[3] The name was changed again to Avery International Corporation in 1976, and it became Avery Dennison after the company merged with Dennison Manufacturing in 1990.[4]
The company is currently headquartered in Pasadena, California. As of 2008, Avery ranked 376 in the Fortune 500 list with total sales of $6.7 billion. Avery Dennison's pivotal line of products are found in their Pressure-Sensitive Materials segment, responsible for 54% of sales. Avery currently employs 36,000 men and women all over the world, with manufacturing and distribution facilities in over 60 countries. Avery Dennison's first overseas subsidiary was established in Holland in 1955.
3.2 Learning objectives
To be able to apply theories and models into practice as well as skills and competence in conducting a case study
To properly conduct internal and external analysis of the case study casino using SWOT, Porter’s five forces and PESTEL
To perform in-depth literature analysis by which the basic knowledge regarding brand management will be acquired from
3.3 Timeline of the research process
To accomplish such outcomes, the researcher will be guided by the following plan.
Weeks
1st
2nd
3rd
4th
Problem identification
Writing Proposal/Obtaining Approval
Acquiring Access
Update Literature Read
Research Design
Data Collection
Data Analysis
Writing up Draft
Editing
Final Document
Binding of document
Necessary Correspondence
4. Planned Methodology
4.1 Data collection and analysis method
Majority of the report will be based on secondary research with data that will come from archival data from online websites, official statistics, annual reports, journal, newspaper and magazine articles and books. Interviews to Casino de Genting’s client will be also conducted and will be the primary data of the research.
Thematic content analysis will be conducted. Such analysis refers to collating and digesting themes from the literature. The purpose of this is to be able to build theories relating to the internal and external situation of Casino de Genting. The processed information will be further analysed for SWOT, Porter’s five forces and PESTEL, and also scenario analysis. Recommendations will be based on scenarios.
4.2 Related parties
Given that Casino de Genting is under the Genting Group, it would be plausible to obtain and build on insights of the parent company. Expectedly, Casino de Genting might have partner media or brand consultant in advancing their brand identity. They will be consulted to provide richer background to the project.
4.3 Types of questions to be asked
A) Hypothetical – to get interviewees to think of new situations and how people might cope with new situations
B) Reflective – to encourage interviewees to related alternatives
C) Probing – to check for more detail and clarifications
D) Specific – to determine facts
Starbucks wanted to answer this question: Does Starbucks’ out-of-home media (such as billboards, kiosk ads, vehicle wraps) reach and affect people as efficiently as Starbucks’ investments in television, radio and print advertising? As our research showed, the answer was yes, it was as efficient as the other media.
To manage advertising effectively - and make the right decisions on how much and what kinds - you need to know how advertising is really performing. To do this, Starbucks uses a recognition-based tracking program1 , which we feel avoids the elements of risk inherent in alternative methods:
Dissimilar audience measures: Traffic by the site is good to know, but how many of those people actually notice your billboard? How does the value of a million people driving by your billboard compare to the value of a million people sitting in front a TV set while your commercial is playing? We know it is different, but how different? And as everyone is aware, the accuracy with which the industry measures either audience is open to some debate.
Overlap: A second advertising medium makes a lot more sense, and is a lot more valuable, if it reaches people who were not reached by the first medium. The readily available audience data doesn’t tell you anything about how much of what you are buying is duplicated overlap and how much is new and un-reached.
Inaccurate measures of reach and affect: Those who take the first two blind spots seriously will usually turn to tracking studies, which are custom studies to determine the number reached and affected by the advertising they are conducting. But what kind of study? Recall-based telephone trackers are still the most popular. But we found when you ask if people recall any of your recent advertising, and they say yes, they may well be thinking of advertising you conducted last year, or they could even be thinking of your competitor’s advertising. But when you show them the advertising and ask, “Do you remember seeing THIS before?” you get a massive increase in accuracy.2 Added to that was a situation that may be unique to firms in Starbucks’ situation. The Starbucks brand is so large in this country, and the coffee shops are so widespread, people expect Starbucks to advertise, and we find substantial numbers saying they recall Starbucks advertising during periods when there has not been any.
Online study
The tracking study conducted by Bruzzone Research was designed to measure the effect of Starbucks advertising during the summer of 2002. The Starbucks name had not been closely associated with summertime drinks. One of the objectives of the summer advertising was to change that.
It was done with a before-and-after study conducted online. The online population was getting close to matching the total population, but still with somewhat of a younger, more upscale skew. That made it a good fit for most Starbucks products. Doing it online enabled us to show each respondent virtually every piece of advertising Starbucks used over the summer. We did it as illustrated in Figure 1. A total of 24 items were shown in the same manner. A feeling for the other items in the campaign is provided by Figures 2 and 3. For the radio commercials respondents