Week 10 EOC : Dream Job

Director, Regulatory Advertising and Promotion

Overview:

Questcor is a specialty biopharmaceutical company which was awarded Forbes’ Magazine’s #1 Best Small Company award in 2011 and Orange County Register’s #1 Best Large Company of 2012. We help patients with serious, difficult-to-treat autoimmune and inflammatory disorders. Currently, we are supporting research in a number of rare conditions, including in treatment-resistant patient populations, where there is significant need for better therapeutic options.

The Company booked $548 million in net sales during the 12 months ended March 31, 2013, which represents a 500% increase from the equivalent period ended three years ago. The Company has solid margins, positive cash flow, a strong product base and a dedicated US sales force. Excellent top line growth momentum continues as Questcor continues to pursue its growth strategy. Market capitalization is approximately $2B.

We are currently seeking an Director, Regulatory Advertising and Promotion.

This position will be primarily responsible for managing regulatory activities involving assigned marketed products including (1) review of promotional labeling and advertising; and 2) preparation and filing of documents that support the marketing applications, and (3) interpretation of relevant federal and international regulations.

Responsibilities:

• Serve as regulatory team member on promotional review committee;
• Reviews and approves promotional, advertising, and disease-state educational materials for commercial products; manage cross-functional review team
• Provides strategic context and advice on regulatory issues relating to promotion and advertising
• Interact effectively with internal (e.g., Sales and Marketing, Medical, Corporate Compliance, and Legal) and external (e.g., the FDA’s Office of Prescription Drug Promotion [OPDP]) stakeholders.
• Reviews content and format of marketing materials and other documents, assuring compliance with corporate policies, federal regulations and guidelines, and product development objectives;
• Reviews regulatory guidelines and publications to keep apprised of new regulatory developments
• Participates in commercial meetings to provide a regulatory perspective on marketing strategies, implementation and promotion objectives

Director, Regulatory Advertising and Promotion

Final Project: Tagline

Based on every piece of information we have talked about, we decided to give our Spec - R tuning a tagline. There are couple of taglines we have in mind,

1. We do it all
2. We can do it
3. We treat you right
4. We love your car and you
5. Ultimate tuning solution

Advertisements with an excellent idea, good creative execution and tactical timing often worked. If all else failed, sheer repetition was always a tool that could be used to drive home the brand message. (Ebook page 178)

 We want our customers to understand our tagline once they have visited us once. From all those taglines I personally like No.1 and No.5.

No.1 basically tells people we can do whatever you want to do with your car, from interior to engine. We can do it, No matter what.

No.5 is a little bit complex which provides more information in this tagline. Who can call themselves as ultimate? Only BMW does. So we also used the keyword ultimate to make our customer feel like we are the No.1 most professional import car tuning shop in town. You come to us, you come to the right place. So we called it Ultimate tuning solution. You come to us, you come to the right place for your car and you will not go anywhere else for car tuning.

Like any branding medium, there are dozens of challenges confronting today’s advertisers: how to connect with the consumer, overly complex messages, a lack of brand narration or a disconnection between the product and the ad. (Ebook page 177)

Advertising can also overplay or distort immediate brand concerns, such as the desire for brands to have a closer connection and understanding with their audience. (Ebook page 177)


Based on the explanation, we have decided to go with the "Ultimate Tuning Solution" as the tagline for our Spec-R Tuning.  

Final Project: Tag Lines and Key Talents

Our mission: The Spec-R tuning is dedicated to providing professionally engineered, thoroughly tested solutions and components that improve vehicle performance and enhance the driving experience.

Branding is important because of its relationship and impact on the world we live in. Brands affect people’s lives simply because they are part of our daily choices and decisions.

Come to our shop to experience the best customers service and let our top rated performance engineer to take care everything tune request for your car. We want to provide you the best car tuning experience at Spec-R tuning.

Brands start with a great idea that tells a good story. Everybody understands a story – stories cross borders, and they connect generations, class and cultures. Stories are created for their audience and this is what makes them powerful. The story – or narrative – behind a brand is its backbone.

We are not tuning car for money, every of our employees are die-hard car guy. We want to share this passion and spirit with you by providing the best car tuning experience for you. We tune cars for love, not money.

Our top rated mechanics are all having more then 10 years experience on tuning import performance cars with numerous modified awards. There is nothing they don't know about your car, maybe they will lost themselves in Las Vegas, but never on your car.
      

Final Project: Statement of You Specialty

From the talent list we have provided, I'd like to narrow it down to a specific statement. We look at our shop as a brand by providing fine car tuning experience. Experience matters to every brand and just how the audience interacts with the brand must be consciously developed across every interaction. ( Ebook page 163).  

We take care everything you need for you car by giving you the experience of our brand. Those experiences come from the list we have talked about in the previous post. I call it "Final Destination" is because once you let us tune your car and you will never go to another shop for car tuning. This is the only goal that we are trying to archive is because our shop is not only a car tuning shop but a brand. We are trying to giving you the best experiences and make every of your penny worth it.  

Brands are now seeking to capture an experience that moves beyond triggering the five senses. Brand experts talk about capturing a ‘sixth sense’ or brand ‘spirit’, which establishes a deeper connection with the audience. The brand experience is extending into more unique and original ways of living the brand’.  

Our ultimate goal is to server you the best and build your relationship with our brand. This is the most important point is because nothing is stronger than people's words. “The experience, in any form, should remain simple in execution and uncomplicated in its message” 

Final Project: Talents and Top Five

1. Best mechanic and ECU tuner in the U.S
3. Equipments are new and top quality in the market.
6. Best customers service
7. Clean working environment
8. We provide the best car tuning experience in Las Vegas area


The brand experience is created from a brand vision. The experience itself is everything your audience senses about your brand. Every resulting perception and insight will support or denigrate the brand. An experience may have a product or service behind it, but this is not essential – a brand experience can become a reality even though it may be based on a concept (the War on Terror, for example) and it will always result in an emotional response. (Ebook 163)

We have picked our top five talents from our spec-r tuning car shop. I believe if we can take advantage of those talents we got, we will definitely beat all of car tuning shop in Las Vegas area is because none of them can even provides two of those qualities above. A good mechanic is easy to find but a good ECU tuner is really hard to find. Lets just say not many people are good at mess around with engine. 

Not only that, we want to make our customers experience our shop as a brand. By providing them fine brand experience and create good customer relationship with them.  

Brands can also use promotion to set a brand experience and product expectation even before the product or service is launched. As spending power increases and choice blossoms, audiences now have an expectation that just about every purchasing opportunity should deliver some degree of delight. We want a high level of service and an ever-higher quality of product and this poses a challenge for the creators of the brand experience. (Ebook 163)

Final Project: Talents

I have been falling in love with cars since I was a kid. My dad is also a hardcore car guy and motorcycle guy. I guess he is the one that inspired me the most with his bikes and cars. Also, I started to watch World Rally Championship and Dokar Rally since I was 10 with my daddy. We have always talked about the drivers and cars, from Subaru's classic blue and gold to KTM's dual sports motorcycles. I have owned my first sport car at 2008 and of course I put a lot of works and time into it. I started with 0 experience and but I learned very fast. Everyone has their own talent in different industries I guess mine is on cars.

Brand experience is how the audience reacts to a brand at any contact point, and it is the basis of consumer dialogue with the brand. (Ebook page 162)


The four ‘P’s are key to any product or service. They are:

• • Product (or service)
• • Price
• • Place
• • Promotion (Ebook page 154)  

The brand experience is the real and tangible showcase of the brand and is expressed through dozens of individual opportunities. (Ebook page 162)

I have worked on in car tuning industry for many years and people always notice me in car shows. Now back to the Spec-R tuning, we have the best team with experience and know what we are doing. On the other hand, we provide the best customer service as well. Not like many other car shops in town, we have the best equipments. Everything is brand new and the best in the market. We also have 6 car lifts which means we can work on 10 more cars at the same time with no problems. Also, our workshop is the biggest in Las Vegas with private, smoke free environment.



1. Best mechanic and ECU tuner in the U.S
2. Focus on import cars
3. Equipments are new and top quality in the market.
4. Biggest workshop in town
5. Biggest showroom and customers waiting area.
6. Best customers service
7. Clean working environment
8. We provide the best car tuning experience in Las Vegas area
9. Best labor rate $100 a hour. Cheaper than dealership and most of car tuning shops.
10. Great location. Easy to find.         

Final Project: Passions

          For the brand new car shop Spec-R tuning is going to launch in Las Vegas area. The No.1 and the most important things is to get the words out. What makes our shop become the best in Las Vegas area and what can drag those die hard car nuts to our shop?As our lives become more complex and full of choice, branding is starting to change business by making the intangible, tangible. It offers more than a frill around a product or service – when people are passionate about particular brands there is an emotional connection that goes beyond the appreciation of the product or service. (Ebook page 73) Its the Passion. We need to show our customers our passion and we are the No.1 most professional import car tuning shop in our area. First of all, we need to have two or three show cars. Nissan GT-R is the one we have to get is because Nissan GT-R is the No.1 Performance car in the world. We need to make a beautiful GT-R to impress our customers and the most important thing is to show them what we can offer them. Top quality works and top customer service. On the other hand, no many people can afford Nissan GT-R if we can make our GT-R as a beautiful show car we can drag a lot of other brands car owners to our shop. Once a brand’s positioning is clear, it is then faced with the challenge of selecting the appropriate media to reach its audience and, most importantly, making that encounter memorable. A brand may succeed in getting your attention, but to be memorable it must ‘engage’ you. (Ebook page 106) This means we are qualified to tune a GT-R and of course we have no problem to tune your import cars. Once we get our words out, we will have a lot royal customers and they will never go to another shop for their cars. The main content of the chapter covers new consumer attitudes and the new approach of brands that want to engage in ‘dialogue’ with their audience. (Ebook page 94)

Final Project: Core Values

               Spec –R tuning provides the best customers service and skills. Every installation comes with a one year warranty which means if there is something wrong with the parts that we installed. We will fix it for free. Branding is a marketing discipline and the basics of branding are common to all areas of marketing: define your audience, know your market, differentiate yourself, choose a route to market and then make your brand stand out. Brand building starts with a clear set of rules – a brand must define its positioning (where it sits in the market) and offer a clear proposition (how it presents itself) to its audience. This is supported by brand values that form the backbone of the character and behaviour of the brand. (ebook page 73)

There is no such a car shop like us in town and all we do is take care of customers. We know you love your car and we do too. We want to insure you the best and make every customers happy. Above that, at Spec- R tuning, we have Mike White (three times import car ECU tuning champion) and David Chen (four times import car mechanic champion) in our shop to take good care of your car. Brands start with a great idea that tells a good story. Everybody understands a story – stories cross borders, and they connect generations, class and cultures. Stories are created for their audience and this is what makes them powerful. The story – or narrative – behind a brand is its backbone.(ebook page 75) Based on this, we have the largest showroom and workshop compared to other shops. That's the reason why we are the No.1 import car tuner in town.  

Final Project: Primary "Product"

As a die-hard import car fans and I’ve been work on many cars in my garage. This is the right time to launch a new car shop under my name. “Spec –R import tuning” is going to the name for my shop. “Spec –R” can simply spec racing, which means we tune your car professionally and we are professional in car tuning. Brands are created for various reasons: it may be to capture a new audience, to reposition a company or existing brand, or to offer something new. Every product or service that operates in a competitive environment needs to be supported by branding and communication to explain to its audience why it exists or why it has changed. (Ebook page 45) We offer everything you want to and need to be done on your car that means bring your car to us and we will take care of everything you need for you.  We can do from oil change to engine modified in a professional way and no like many other shops they just try to get yours stuff done but not taken care of it. We try to bring back the way that people look at car mod shops and tuning service. We serve our customers with our heart and we want them to understand how much care we spend on their car is become the primary goal for our shop. Brands today represent more than a product, service or brand identity (the name and logo, design and voice of the brand). A brand is synonymous with the business and the style behind the product or service; it encompasses the people working for the company and a philosophy and spirit that sustains it.(Ebook page 27) Spec – R Tuning, we are here and trying to serve you in a professional way. At the heart of every brand is its audience. The consumer is no longer simply the person buying the product or service, but a broad spectrum of ‘stakeholders’ who include customers through to employees to external agencies and local communities. (Ebook page 27)

Week 8 EOC: Subliminal Advertising

      Subliminal advertising--hidden messages embedded in ads--is considered a deceptive business practice by the Federal Trade Commission. Yet a legal kind of "subliminal" persuasion happens every day. Shoppers are regularly encouraged to buy by appeals to their senses or unconscious assumptions. I recently carried out a series of research experiments to uncover the ways advertisers burrow beneath our rational minds to get us to pull out our wallets. Here are five techniques used to mess with our minds that you should know about. Some TV remotes and MP3 players on the market today would weigh half of what they do if they weren't stuffed with completely useless wads of aluminum. Customers believe the heavier objects they're holding are more sturdy and substantial. As a result, they're willing to pay a higher price for them.This simple act, which caught on like wildfire, is generally credited with helping Corona overtake Heineken as the best-selling imported beer in the U.S. market.
"the company is now moving forward with a ‘multifaceted campaign’ aimed at conditioning youngsters to be loyal enthusiasts of Shell products" (1)

The more stressed-out we are by the financial crisis and other problems, the more we unconsciously adhere to familiar, comforting rituals. Marketers know this full well and exploit it.

Music also can direct us to certain products.
In fashionable marketing circles, it has become acceptable again to speak openly about harnessing consumers’ brain waves for commercial ends” (2)

 For example, it can determine what kind of wine we pick up from the shelves. A large food manufacturer once tested two different containers for a diet mayonnaise aimed at female shoppers. Both containers held the exact same mayo, and both bore the exact same label. The only difference? The shapes of the bottles. The first was narrow around the middle and thicker at the top and on the bottom. The second had a slender neck that tapered down into a fat bottom, like a genie bottle.

Credit: 

1)http://www.snopes.com/business/hidden/popcorn.asp

2) http://www.telegraph.co.uk/science/science-news/6232801/Subliminal-advertising-really-does-work-claim-scientists.html

Week 7 EOC: RetaiL PEST

Polo


Political-

Globalization has been a current trend to every industry which also includes the apparel and fashion industry in which is due to the construction of import international facilities and establishment.

It has been noted that when products are traded regulations and policies are present. With these regulations and policies, company’s operations may be impaired. Some countries also control the entrance of foreign companies which would also affect the process of operation of these companies. Large tax implementation is one of the controls that government usually pursues. With such government control many companies are impaired and usually can not operate on those countries.In the case of the regulations in the retail industry it has negative impacts because the regulations in the retail industry could easily be changed beyond the established limit and will affect the business adversely, in addition companies such as target will obtain higher costs in expenses due to the changes.

Economic-


During the period of 2011 to 2013, a change in consumer preferences in apparel is more apparent. Many underground sales of unbranded apparel are very common. It even extends to the export of these apparel to many Asian countries.Another factor that would affect the external environment of Target is the US economic growth; the rapid or slow growth may have a positive or negative impact on the business. If the growth is fast then consumers will have higher purchasing power, on the other hand, if the economy is very slow then it will also have an effect on the attitude towards purchasing products. Another is the low-cost destinations sourcing; it will either affect the economy positively or negatively. Positive, in the sense wherein the company will have more consumers because of the cheaper products offered. On the other hand, the local suppliers would be affected because the company prefers outsourced products.


Social Demographics-

With the increasing globalization of business, society has also been more concern with the degradation of the environment and a continuous concern for the benefit of the employees. The society has call for attention to industries for social responsibility. This includes human right protection of corporate employees, consideration for the health and safety of consumers, and contribution to local communities.And with the increasing global environmental issues that arise with the globalization, people are now increasingly aware of the effects of the continuous industrialization.

Technological-

It has been noted that apparel and fashion industry has experience a rapid technological changes over the years. This fast changes has lead to a more sophisticated, with a significant apparel and fashion items present in the present time.  To provide comfort and aesthetic value, while still being friendly to the environment, these new fashions use the latest developments of many different technologies.

Credit: http://www.ralphlauren.com/frontdoor/index.jsp

Week 7 BOC: Largest Retailer

 

TOP 10 Retail Companies Based in the U.S. Ranked Among the 250 Largest Retailers 

In the World:
 

 

#1    Wal-Mart

#5    Home Depot, Inc.

#6    The Kroger Co.

#8    Target Corp.

#9    Costco Wholesale Corp.

#11   Walgreen Co. 

 

Minneapolis-based Target Corp., the nation's third-largest retailer, reported profits up 3.7 percent to 

$704 million for the quarter ending July 30 over the same quarter last year. Although profits for 

Wal-Mart Stores Inc. were even better — profits for the quarter were $3.8 billion, up 5.7 percent from 

a year ago — the company's sales at U.S. stores open for more than a year fell for the ninth 

consecutive quarter. (1)

"Target has really regained its mojo, and Walmart has lost it," said Craig Johnson, president of 

Customer Growth Partners, a research firm that covers the retail industry. 

 

          

           Target Corp. is a very good example of the world largest retailer. Target has its own style in 

the retailer industry. Back to the days Targets , Walmart and K-mart were competed with each other. 

Sadly K-mart was the one that get kicked out of the game. Target was smart enough to not against 

Walmart face to face. Target chosen to provide a better shopping environment, products quality and 

rise the overall price to make more high-income people to come to shopping. They did it really well 

and saved the company. Now days, Target has 1,788 stores in the U.S and 68 stores in Canada.








Credits:

http://www.npr.org/2011/08/19/139793948/target-takes-aim-at-walmart-with-some-success

 

Week 6 EOC: Rock Ford - Rebrand the Brand

         
           Nearly a year after the nation's deadliest foodborne illness outbreak in more than two decades, Colorado cantaloupes are back in supermarkets. Farmers near the town of Rocky Ford are going on the offensive to restore the fruit's reputation a year after melons from one of the area's farms caused a nationwide listeria outbreak. They have banded together to trademark Rocky Ford melons and fund $800,000 worth of safety upgrades to prevent future outbreaks, but they must convince buyers that the melons are safe. (1)
          
           To get Rocky Ford brand back to the market we have to improve the brand and get the brand where it used to be prior to the crisis, they need to take more actions to get customer to trust them again. “Companies need to do their research.  And they need to be responsive to their consumers – and respond to their wishes"  (2)

            Rocky ford needs to respond to their customers right away and work with media very closely. They have to give out some important promisses to get back their brand reputition. Also to make them happen not just a empty promiss.

After being washed, the melons will be cooled to reduce condensation and then packed into boxes labeled with codes traceable to the fields where the melons were grown. The boxes will be packed with slips that interested shoppers can scan using a smartphone to read about where their melons originated. (3) 

Credit: 

1)http://bigstory.ap.org/article/colorado-cantaloupes-return-growers-push-safety
2)http://www.foodsafetynews.com/2012/08/colorado-celebrates-recovery-of-rocky-ford-cantaloupes/
3) http://bigstory.ap.org/article/colorado-cantaloupes-return-growers-push-safety
       
           

Week 6 BOC: Tylenol Scare 1982

In the space of a few days starting Sept. 29, 1982, seven people died in the Chicago area after taking cyanide-laced capsules of Extra-Strength Tylenol, the painkiller that was the drugmaker's best-selling product.

Marketers predicted that the Tylenol brand, which accounted for 17 percent of the company's net income in 1981, would never recover from the sabotage. But only two months later, Tylenol was headed back to the market, this time in tamper-proof packaging and bolstered by an extensive media campaign. A year later, its share of the $1.2 billion analgesic market, which had plunged to 7 percent from 37 percent following the poisoning, had climbed back to 30 percent. 

It placed consumers first by recalling 31 million bottles of Tylenol capsules from store shelves and offering replacement product in the safer tablet from free of charge.


"Before 1982, nobody ever recalled anything," said Albert Tortorella, a managing director at Burson-Marsteller Inc., the New York public relations firm that advised Johnson & Johnson. "Companies often fiddle while Rome burns." 



They recalled every single Tylenol painkiller around nation wide and trash them.

They told their customers throw old Tylenol away or switch them for new one without a charge.

They started use new package with metal seal under cap.

They worked with media really close to save their brand name.


Painkiller brands are all about names, you can buy other house brand for way cheaper at drug store
 and does the same function. People paying more for you brand name beacuse they trust your brand.
So Tylenol worked so hard to save their brand name and they did really good job on it.






Credit:


http://www.nytimes.com/2002/03/23/your-money/23iht-mjj_ed3_.html

Week 5 EOC: Trend Production

       Fashion trend forecasting resources help predict trends in the fashion industry. Fashion & trend forecasting is the prediction of mood, behavior and buying habits of the consumer at particular time of season. It is no longer a question of finding your markets or consumers by age, geography or income, but looking into how and what they buy, based on their culture, mood, beliefs, occasion & geographic locations, it is also dependent on fashion cycle and plays a major role in introductory phase of recurring fashion cycles.

 

       Understanding fashion trends forecast is one of the most arduous and calculative work for all, I know most of top business houses around the world totally rely on designers for understanding the same, but on the other side there are others who dont believe in it at all.(1) In current times when we look at technology we know nothing is by chance and there are people who are working behind the scenes, day and night to make things appear easy and affordable to us. Question which often comes to our mind is which trend forecast to use and how we can understand it better. Many technological forecasting methods have been reported in various forecast related books & mentioned in literature of many countries, and they have been successfully applied widely. As trend forecasting results are mainly influenced by the forecasting method used by the end user, it is of utmost importance to determine the method that will be most appropriate to a business model you adopt. Lets identify the main factors affecting Fashion trend forecasting. Each season, the design and merchandising departments worldwide are waiting whats in trend for coming seasons. They rely heavily on creating a new line using these valuable data collected by professional agencies. (2)

       The agencies & Manufacturers may ask consumers directly about their buying preferences or can look in to their buying habits over a period of time. Consumer reactions are recorded and documented to find preferences for certain garments or accessories, sizes or colors and so on ,or products to fit specific consumer tastes. Surveys, by phones, mail or customer feedback forms are conducted by publication and market research companies for manufacturers and retailers. These surveys include questions about life-style, fashion preference, income, and shopping habits.(3) Customers are usually selected by the research firm to meet with manufacturers or retailers. Informal interview with consumer can help researchers obtain information by simply asking customers, what they would like to buy, what styles they prefer that are currently available and what changes in merchandise they want, but cannot find. Owners of small stores can often do this most effectively, because of their close contact with their customers.

Credit: 

1)http://www.nytimes.com/2013/08/27/fashion/how-to-tell-the-fashion-future.html?pagewanted=all&_r=0

2)http://www.forbes.com/sites/carolpinchefsky/2013/01/15/fashions-biggest-trend-in-2013-2015-as-predicted-by-ibm-steampunk/

3) http://www.nytimes.com/2013/08/27/fashion/how-to-tell-the-fashion-future.html?pagewanted=all&_r=0

Week 4 EOC: McDonald's Response to Super Size Me

How did McDonald's response to super size me?

            In a sign of the times, McDonald’s is getting rid of the extra-large portions that had become one of its signatures. The burger giant said it has begun phasing out Supersize fries and drinks in its more than 13,000 U.S. restaurants and will stop selling them altogether by year’s end, except in promotions.

           After we watched the documentary "super size me" was talking about a man explained how unhealthy McDonald's menu. He showed us how unhealthy their food is. After the documentary has  been published. McDonald was getting so many complains so they had to take their super size out of their menu which means you can not get any 7 ounce of fries from them anymore. On the other hand, McDonalds are providing more health food like salads, fruit, vegetables and yogurt. Also, they are providing apple for their happy meal which means kids are getting more healthy food if they parents decided to get some McDonald for their kid. McDonald hasn't response it officially but they did changed their ad campaign from eat burger and fries to eat salads. McDonald’s added entree salads with great success last year and has been moving to provide more fruit, vegetable and yogurt options with its Happy Meals. But the Oak Brook, Ill.-based company remains a lightning rod for public criticism — and legal action — when it comes to obesity and other health worries.

                Two lawsuits claiming McDonald’s hid the health risks of eating Big Macs and Chicken McNuggets were thrown out in federal court in New York last year. An award-winning documentary called “Super Size Me” then reaped more unwanted publicity for McDonald’s. The documentary, which chronicles the deterioration of filmmaker Morgan Spurlock’s health during a monthlong experiment eating nothing but McDonald’s food, won a directing prize at the Sundance Film Festival and is set for wide release this spring.

We all know Mcdonald doesn't providing healthy food and why bother to eat them? I think this is your choice between healthy food and processed food.








Credit : 
http://www.nbcnews.com/id/4433307/ns/business-us_business/t/mcdonalds-phasing-out-supersize-fries-drinks/%23.UfmY-b_y-zY#.UgIKDlOkAY0