Magazines: The Power of Print (Marketing)

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The campaign Marketing: The Power of Print, is chaired by presidents from Hearst Magazines, Time Inc, Conde Nast, Wenner Media and Meredith National Media. These ads are a creative play on words, using the titles of major magazine publications to form short paragraphs about the continued relevance of magazines. Since print publications are increasingly threatened by their tablet counterparts, I think that these ads are a smart way to redirect consumers toward physical copies of the publications. Also, I find it interesting how the heads of multiple competing publishers are all joining together in their effort to promote continued magazine subscriptions.

Export Plans (Business)

http://www.bplans.com/coffee_export_business_plan/strategy_and_implementation_summary_fc.php#.UFD3g79nO0Y

This sample business plan for a coffee export business provides a good example of export planning. Under their strategy and implementation summary, they highlight strategic alliances as their main form of conducting international business, stating:

"Our most valued alliances are those we have developed with American importers. They have the ability and willingness to purchase larger quantities of our products and recommend us to other importers. Additional alliances with trucking contractors and the Porto de Santos Cafe Commission are currently established."

They also discuss some challenges they face, such as high taxes on exports. The report states:

 "Distribution costs for internal sales are absorbed by the customer but distribution costs for exports are absorbed by us. Increasing the volume of our exports makes us eligible to receive reduced fees". 

This example shows how an export/strategic alliance relationship can be beneficial and serve both sides. American importers face a high demand for coffee, a product which Brazil has a large supply of. By joining together, the American importers can get coffee as a lower price (because they do not have to absorb the tax) and the Brazilian exporters receive reduced fees from exporting large volumes. Also, the coffee company has been able to form alliances with trucking contractors which would further drive export prices down.

Fiat (Marketing)

One company that has done a successful job of celebrity endorsement marketing is Fiat, an Italian car company. When Fiat first introduced the Fiat 500 into the American market, the company featured Jennifer Lopez in its TV commercial. With the debut of its special edition Abarth Fiat, the commercial featured Charlie Sheen. Celebrity endorsement marketing was a smart choice for Fiat because of the nature of its product. The Fiat is a small, European-style car that is not exactly characteristic of the American consumer's car preferences, which are more focused on SUV's and larger cars. Using celebrity endorsement Fiat has been able to associate its cars with landmark American celebrities and has thus increased the acceptance of the car in the American market. This marketing could have been responsible for making the Fiat feel more accessible and desirable to consumers would would not otherwise have chosen the car.

Jennifer Lopez:
http://www.youtube.com/watch?v=deNRiBQiQ3Q
Charlie Sheen:
http://www.youtube.com/watch?v=jjYxE2VD7VE