Fashion Nova Marketing Strategy - 1958 Words

I. Introduction to Company and Competitors When a brand is created, many will ask the questions that haunt all of us trying to start a company. Will it work? Should we stay online or launch a brick-and-mortar store? Will I make profit or fail? These questions arise even more when the company is to start only online. Because of this, e-commerce fashion brands must constantly evolve and expand their styles to maintain the interest of their target customers. Fashion Nova is one fashion brand that manages to stay relevant among its consumers because of their edgy style and quality priced clothing. Fashion Nova was first established in 2010. It gained its popularity from celebrities promoting it on their social media platforms and the fact†¦show more content†¦II. Target Market Fashion Nova targets women from teens to women in their 30’s. The reason why I don’t put a specific age range is because it varies. I could say 16-30 but there are women in their 40’s that are wearing it as well. In their website, they have described their target market as the following â€Å"The girls who rock our styles are adventurous, inspirational and badass. A Nova Star is always the best dressed girl in the room. Her confidence is what truly shines, but her Fashion Nova outfit adds that extra sparkle. We strive to provide awesome service, unbeatable prices and the hottest trends† (Fashionnova.com). Income wise their target market females that vary in income and occupation, from dependent and independent college students earning from $0 - less than $20,000, to working professionals earning an income of $45,000 - $85,000. These customers are from upper-lower to middle class backgrounds and currently live in suburbs that are near major cities or urban areas near them. Their company is based on the trickle-down theory. Celebrities started wearing affordable clothes and people started to follow and believe that it was good quality which is what made th e company succeed. Their target market can live anywhere from rural to suburban to major cities as I stated previously. It all varies on what they buy. They have a large stockShow MoreRelatedEssay on Marketing Northern Verginia Community College to the World1326 Words   |  6 PagesIntroduction Northern Virginia Community College (NOVA), which is the second largest multi-campus college in the United States, provides educational services to a wide range of students from diverse backgrounds, with an international student population of 20% based on the 2011-2012 academic year. This was based on more than 76,000 students holding places in credit courses and an additional 23,000 holding places in non-credit courses, and the overall number of people involved with the college isRead MoreBusiness Strategy7730 Words   |  31 PagesNova Moda is a medium sized business, it has just opened a new outlet in Tower road Sliema, though in its first week of opening, its store traffic and sales were low. 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International Investment Essay examples - 1231 Words

In 2002, imports to the United States from developing nations totaled a whopping $317 billion. (The United States is the single largest market for developing nations goods.) Exports from the U.S. to those nations totaled $130 billion. Both imports and exports are important, but look at the difference, that is, the trade deficit that resulted for the United States: $187 billion. Thats 44 percent of the entire trade deficit that the United States ran last year with all nations. In other words, with developing countries, the United States buys a good deal more than it sells. Consider a few examples. Last year, the Philippines sold exports worth $11 billion to the United States and bought American imports worth $7 billion, for a deficit (to†¦show more content†¦An academic paper published earlier this year by Geert Bekaert of Columbia University and two colleagues found that equity market liberalizations, on average, lead to a one percent increase in annual real economic growth over a five-year period. That figure, say the authors, is surprisingly large (after all, GDP growth averages only about 3 percent a year). Liberalization means that foreign investors can invest in the securities of other countries -- their stocks and bonds. The researchers also discovered that the countries that gained the most from liberalization were those -- such as developing nations -- that were furthest behind but moving forward in implementing macroeconomic reforms. For example, in the five years after liberalization, GDP growth in India averaged 5.7 percent annually, compared with 3.2 percent in the five years before liberalization. Thailands average five-year growth was 8.7 percent after liberalization of its securities markets and 3.5 percent before. Of course, not all developing nations enjoyed such increases, but the average country did, and the results are powerful. Again, investment is a two-way street. Because the United States is a relatively stable and safe place to invest, it provides an enormous haven for capital investments (in stocks, bonds, real estate, and whole businesses) from abroad. 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Cheerios Swot Analysis free essay sample

The cheerios brand from the organization Nestle has been around for years and is a well known cereal / brand still with a significant share in the breakfast cereal market of 3%. The brand cheerios has been around since 1945 and comes from the strong brand Nestle which is a Swiss multinational nutritional company formed in 1905. A Mintel report by Clifford (2012) clearly shows that cheerios has a 3% market share of breakfast cereals. Whilst this does not seem particularly high, the branded cereal which holds the largest share is only at 8%. From the report a fair observation can be made that cold cereals, which includes Cheerios, form 87% of the total market and so therefore a strong proportion of the market. Clifford, E. (2012). Mintel Report. Breakfast Cereals UK August 2012. Breakfast Cereals. 1 (1), p3. The ‘Health’ benefits from eating Cheerios cereal is well marketed and branded. With more and more people looking towards healthy eating and watching the contents of their food intake, companies are now branding products to show the health benefits. Equally, existing companies and brands are having to create new strategies and change their products to contain healthy benefits to promote, attract or keep their customer basis. The Mintel report by Clifford (2012) states that ‘25-34s appear to be attracted to healthy cereals, being the most inclined to use high-fibre cereals, muesli, diet cereals, granola and added health cereals. ’ According to a report by Strutton (2012) this has a direct affect on the brands marketing as Cheerios has now targeted children through their parents, which states that Cheerios is ‘playing the kiddie card’ in terms of marketing. This is a strong move in the current market and moving with the trends. This is also helped with such Government campaigns such as Change4 Life which is there to actively encourage consumers to have a healthy start to their day by eating breakfast. As a food brand which uses raw natural ingredients the price of which are subject to huge price changes due to the economic market and recession. A Mintel report by Srutton (2012) uses data from the Office of National Statistics which states the following, ‘food prices will continue to experience inflationary pressures in 2011 with the hardest-hit commodities likely to be wheat and sugar, two key ingredients in a number of breakfast foods. ’ This in tern means that companies such as Cheerios are unable to lower their prices to attract more customers who by being hit by the recession are more conscious of prices. This evidence is then supported by a Mintel report by Ihekweazu (2011) who stated that the price of basic breakfast foods such as cereal was increased in 2008 as a combination of poor harvest in wheat as well as extreme climates. Therefore this shows the nock on effect of the raw material used to produce the product. This is a marketing opportunity for the company Nestle to promote Cheerios as a product eaten at home and not on the go, therefore saving money. More and more customers now have the established habit of eating breakfast at home every day. It has become part of our daily routine, this is something which has now become more pronounced with the recession as eating at home is a cost-effective option rather than eating on the go. A future marketing plan should focus on the product being sold as a family cereal in the morning as there is a growing segment that would relate to this. A report conducted by Ihekweazu (2011) looks into the eating habits of people within the UK. Stating that the sales of breakfast cereals has therefore been mainly driven by consumers demand for a cost effective and convenient breakfast options driven by a desire for a healthy start to the day. It was also found that ‘two thirds of consumers eat breakfast at home every day, rising to 78% of over-55s and 85% of those that are retired. ’ REFERENCE: Ihekweazu, V. (2011). Mintel Report. Breakfast Easting Habits UK. Vl1. More women being employed who are more conscious of eating breakfast in the morning, passing this down to the children. In a Mintel report by Ihekweazu (2011) it is found that the number of women in employment has increased and is set to increase by 1. 5% within the next five years, this is quite an important social change within the external environment. This is due to the fact that women are more inclined to east breakfast at home, this therefore has a huge impact on the children within the family as it means theoretically it will be easier for parents to ensure their child is having breakfast. It also means that they have more control over what they are eating. This should theoretically make it easier for parents to ensure that their children have breakfast at home before they head out to school, however, it appears not to be the case as a study carried out by the University of Exeter in 2009 found that a quarter of 14-15s do not eat breakfast, with the problem more pronounced in teenage girls. Breakfast still appears to be one of the few meals that families can share together at the start of the day; however, women are less likely to agree that it is the most important family meal of the day (see The Consumer – Attitudes towards Eating Breakfast). Working mothers have increased calls on their time, especially in the morning when they are likely to be facing time pressures. This underlines the importance of quick and convenient breakfast options that parents can prepare for children, or older children can prepare for themselves.

Repressive Policies of India Essay Example

Repressive Policies of India Essay The British had conquered India to promote their own political interest so followed many repressive policies. These policies become major barrier to India’s development. Some of these policies, especially those followed by Lord Lytton gave birth to nationalism. Lord Lytton was Viceroy from 1876-1880. The resentment against the British rule increased because of repressive measures. 1. In 1877 he organised a Grand Delhi Durbar to proclaim Queen Victoria as the Empress of India. Indians were angry because Lakhs were spent for this when South India was suffering from famine.The British Government did not take proper steps to prevent deaths by disease and starvation. The worst feature of these famines was that they were human-made. In fact, famines meant big gains to the Government and the greedy business community. Foodgrains were hoarded and sold at prices which the poor could not afford. During natural calamities, the British rulers in India remained aloof, disinterested and unc oncerned. 2. In 1878 Lytton passed the Vernacular Press Act and the Indian Arms Act. The Vernacular Press Act –forbade vernacular newspapers from publishing any article that might incite the people against the British Government.This hurt the Indians as the press was considered their mouth-piece, through which they could air their grievances . This act was also known as the ‘gagging act’. This act did not apply to English newspapers . Lord Ripon repealed it in 1881. The Indian Arms Act /Licence Act 1878 made it a criminal offence for Indians to carry arms without a licence. This act was not applicable to British. 3. The maximum age limit for the I. C. S Exam was reduced from 21 to 19 years, thus making it impossible for Indians to pass the exam. 4. Lord Lytton abolished the import duties on Br.Textiles. This crippled the Indian textile industry. This policy aroused anger and lead to bitterness. People continued to criticize the British administration. 5. In 1880, Lord Ripon replaced Lord Lytton. He was sympathetic to the Indians. He stopped the Afghan War, and abolished the Arms Act and the Vernacular Press Act. To bring about judicial equality Sir C. P llbert, the law member of the viceroy’s council introduced the llbert Bill in 1883, Indians welcomed the bill but the British started a Defence Association to defend their privileges.The government ultimately withdrew the bill and enacted a more moderate measure which vested the power of trying Europeans to a Session Judge and a District Magistrate who might be an Indian. Lord Ripon became very unpopular among the British Officials in India and had to be replaced. This made the Indians realise that under the present set up, even when the Viceroy wanted to help the Indians, he could not. Thus, the only way to get justice would be to change the very set up of British authority in India. Secondly it also taught them a lesson that the British government could be pressurized by agitation a nd united efforts.People lost faith in the British sense of justice and fairplay. It also led to anger and bitterness. The impact of Western Education made the educated Indians realize to reform their religion and society . The result was birth of socio-religious reform movements. Prominent among these were 1) Brahmo Samaj founded by Raja Ram Mohan Roy 2) Satya Shodak Samaj founded by Jyotiba Phule 3) Arya Samaj founded by Swami Dayanand Saraswati 4) Ramakrishna Mission founded by Swami Vivekananda Raja Rammohan Roy was one of the greatest social and religious reformers of the 19th century.He wanted to do away with the religious evils which were prevalent in Bengal at that time. In 1828, he founded the Brahmo Sabha, which was later renamed,Brahmo Samaj. The Brahmo Samaj believed in Monotheism or Worship of one God. It condemned idol worship and laid emphasis on prayer, meditation, charity, mortality and strengthening the bonds of unity between men of all religions and creeds. He was against the rigidity of the caste system. He started a campaign for the abolition of sati and purdah system,condemned polygamy, discouraged child marriages and advocated widow marriage.It was because of the efforts made by Rammohan Roy that, William Bentinck, the Govenor-General of India, passed a law in 1821 making the practice of Sati illegal and punishable by law. He also protested against restrictions on the freedom of press. In the words of Rabindranath Tagore, ‘Raja Rammohan Roy inaugurated the modern age in India. He was the father of Indian Renaissance and the prophet of Indian Nationalism. Jyotiba Phule was an urban –educated member of low caste. His education and personal experiences has made him critical of Hindu religion and customs.In 1854, he established a school for untouchables and started a private orphanage for the widows. He wanted to liberate the depressed classes and make them aware of their rights by educating them. He founded the Satya Shodhak Sa maj in 1873 with the aim of securing social justice for the weaker sections of society. He pioneered the widow remarriage movement in Maharashtra and worked for the education of women. The socio-religious reform movements contributed to the onset of Indian Nationalism in the following ways: 1.Social and Religious movements worked for the abolition of caste system, child marriage, dowry system, purdah syste, sati, infanticide, polygamy. These movements fought for individual liberty and social equality. They promoted national feelings and prepared the ground for the National Movement in various ways. 2. Raja Rammohan preached equality and brotherhood. 3. Swami Vivekananda proclaimed the superiority of Indian Culture. 4. Swami Dayananda Saraswati raised the slogan ‘India for Indians’ and ‘Back to Vedas’ and made the Indians feel proud of their culture. 5. They condemned the caste system and untouchability.Thus the reformers promoted National Unity and National Pride. 6. They removed superstitions and blind faith which led to broadening of the outlook and infused patriotism. It created self respect and self confidence. 7. They taught the people not to ignore the importance of women, who could participate in The national movement. Rediscovering India’s Past Indians were treated by the British as uncivilized. People were considered not reformers were to rule themselves. This made the Indians lose confidence. Reformers like Raja Rammohan Roy tried to arose self-confidence and self-respect of the people.They pointed out the richness of Indian culture and the political achievements of Asoka, Chandragupta, Vikramaditya and Akbar were pointed out. These reformers were helped by European scholars like John Marshall, Alexander Cunningham, William Jones, Charles Wilkins and Max Muller. These scholars contributed to the rediscovery of India’s past in the following ways: 1. They studied Sanskrit, translated and published famous works of Sanskrit in foreign languages and focussed the attention of the Indians towards the rich heritage of their Sanskrit literature. 2.Sir William Jones founded the Asiatic Society of Bengal to encourage Oriental studies. This society translated many Indian classics into English and introduced the ancient Indian culture to the Western world. He studied Sanskrit, and published Institutes of India Law and Muhammedan Law of inheritance. He also translated the Mnusmriti and Kalidas’s Abhijnanashakuntalam. 3. Sir Charles Wilkins was the first European to translate the Bhagvad Gita into English. 4. Ma x Mueller translated Rigveda in English. He edited and published the sacred books of the East. (51 volumes) 5.James prince was the firse European scholar to decipher the edicts of Indian emperor, Ashoka. 6. James Princep and Alexander Cunningham rediscovered the greatness of the Mauryas, the imperial Guptas, the Chalukyas and the Pallavas. 7. Sir Alexander Cunningham, the first Director o f the Indian Archaelogical Survey, carried out many archaeological explorations among the ruins of northern India. He excavated at Sarnath, one of the most sacred Buddhist shrines and carefully prepared drawing of the sculptures. He excavated Sanchi, the site of some of the oldest surviving buildings in India. 8.Sir John Marshall, the Director General of Archaelogy in India tried to preserve ancient buildings and monuments all over India. Excavations at Harappa and Mohenjo-daro revealed an ancient civilization that flourished from about 2300 to 1700 BC covering Pakistan, India and Afghanistan. Thus, the rediscovery of India’s past helped – a) to restore people’s confidence and self- respect; and b) to counter the western propaganda that Indians had never been able to rule themselves and that they were destined to be ruled by foreigners. C) They helped to revive the rich cultural heritage of India.Western Education and the English Language The British wanted to t rain clerks and peons to work for them and wanted to win the goodwill of the educated Indians;therefore, they introduced western education through the medium of English. But it produced results quite contrary to their expectations. The introduction of western education promoted Nationalism in the following ways: 1. Indians learnt about the western world. They exposed people of modern ideas like equality, liberty and fraternity. 2. The slogan, ‘Equality, Liberty and Fraternity’, of the American and French Revolutions, impressed them. . They developed a rational, secular and national outlook. It widened their horizons. 4. With the help of common language the regional feelings began to disappear. 5. This language acted as a link language between the people living in various parts of the country. In a country of divere languages and dialects we could touch the people’s heart by using English which was only understood by educated people in those days. 6. This common l anguage gave them linguistic unity and it became easy to make a programme of India character. Development of India Press amp; National Literature:Many newspapers were published in the later half of 19th century such as the Amrit Bazar Patrika, the Bengali, The Tribune, the Stateman, and the Times of India, the Pioneer. 1. The Nationalist Press criticized the unjust policies of the British Government and spread national feelings. 2. It played a vital role in making the people aware of their political rights and building patriotic feelings. 3. It made possible to exchange the views and organize political movements. 4. It made the people aware of what is happening in the world. This helped them to shape their own policies and programmes.Literature in Indian languages, too, played a vital part in rousing the feelings of patriotism in India. Writers such as Bankim Chandra Chatterjee, Rabindranath Tagore, Bharatendu Harishchandra, etc. Played an important role in promoting national consci ousness among the Indians and prepared them for the national struggle. Bankim Chandra’s famous book Anand Math, regarded as the Bible of modern patriotism, inspired young nationalists in India. (‘Bande Mataram’, the national song of India, was taken from this book. ) Transport and CommunicationThe need for economic exploitation, administrative convenience and military defence made the British to develop modern means of transportation. Work of roads was constructed, which linked one province to another. Besides encouraging trade and commerce, the introduction of railways, telephone, telegram and the buses proved to be a blessing in disguise. This however helped the Indians in creating nationalistic feelings. 1. It helped the Indians living in various parts of the country to communicate with each other, travel and exchange ideas, and plan a joint strategy. 2.Regional feelings began to disappear and made people feel like one helping in nationalism. This created a se nse of oneness and closeness. 3. It helped to build public opinion against the British on national basis. 4. Through the postal service people could share their views. 5. The transport and communication system knit the vast country and created a sense of oneness. 6. A uniform postage rate of half anna for inland letters and still cheaper rates for transmission of parcels and newspapers was introduced by Lord Dalhousie. Telegraph lines were laid connecting Kolkata with Peshawar, Mumbai and Chennai and other parts of the country.This brought abought a revolution in the sppedy transmission of messages and communications. It enabled the Indians to come in contact with one another and discuss the problems facing the country. Growth of Political associations: After 1858 many associations were started in different parts of India. These were forerunners of the Indian National Congress. 1. London Indian Society was formed in England in 1865 by Indian students under the leadership of Dadabhai Naoroji to voice Indian grievances and to oppose the misrepresentation of Indians in the English papers.Pherozeshah Mehta, Barrudin Tyabji, W. C. Bonnerjee and Manmohan Ghosh were important founder members. 2. East Indian Association founded in London in 1866 by Dadabhai Naoroji to enlighten Britishers and the Br Parliament about the true state of affairs in India. Dadabhai Naoroji believed that the British were basically just and fair but the British policy in India was unfair. The East India Co. Had branches in Mumbai, Calcutta and Madras. This association voiced the grievances of Indians and suggested remedial measures. 3.The Indian Association founded in 1876 by Surendranath Bannerjee. Its aims were; 1. To create public opinion. 2. To unite Indians for a common political cause . 3. To promote Hindu Muslim Unity. 4. To involve masses in public movements. The Indian Association protested against the repressive measures like the Arms Act, the Vernacular Press Act and the lowering of the age limit from 21 to 19 for the I. C. S Exam. It also took up the cause of the workers on the British – owned plantations. However the association failed to attain an all India character. . Indian National Conference est. In Calcutta in 1883 by Surendranath Bannerjee. It was a provincial Association, served as a model for Indian National Congress-merged with the Congress. Its aim was to work for the welfare of the Indians. 5. Formation of The Indian National Congress: Enlightened Indians like Dadabhai Naoroji, Surendranth Bannerjee, Pheroze Shah Mehta amp; others wanted to form an all-India political organization that would draw the government’s attention to the administrative drawbacks and suggest means to rectify them.A. O Hume, a retired British civil servant helped them . He wrote a letter to the Graduates of Calcutta University urging them to form an association that would work for the moral and material uplift of the people of India. In 1884 Hume and the I ndian leaders formed the Indian National Union. The First Session Representatives from different parts of India were to meet at Pune on Dec. 25, 1885 but plague broke out in Pune at that time. So the meeting of the Union was held in Gokuldas Tejpal Sanskrit College, Mumbai from Dec. 8 to 31st 1885 under the Presidentship of Women Chandra Bannerjee. It was attended by 72 delegates, including Dadabhai Naoroji, Pheroze Shah Mehta, Badruddin Tyabji, Subramania Iyer, and Justice Ranade. On Dadabhai Naoroji’s suggestion the name of the Union was changed to Indian National Congress. Thus the foundation of the Congress was laid on Dec. 28, 1885. The second session was held in Calcutta under the presidentship of Dadabhai Naoroji. The number of delegates increased every year. Some of the delegates were received as ‘distinguished visitors to the Capital’ by Lord Dufferin.Lord Dufferin the Viceroy supported the formation of the congress because because he wanted it to act as a ‘Safety Valve’ for popular discontent (He favoured the formation of the Congress because he thought that it would safeguard the British interest in India ) Aims of the Indian National Congress: 1. To promote friendly relations between nationalists workers from different parts of the country. 2. To develop feelings of national unity among all Indians irrespective of cast, creed or religion. 3. To draw up popular demands and present them to the Government. 4. To organise public opinion in the country. SPLIT IN THE CONGRESS 1907 Presided by Rs Bihari Ghosh ) Though Dadabhai Naoroji averted a split in the Congress at the Calcutta Session 19006 the differences between the 2 groups i. e. Moderates and Assertive Nationalists continued and rose up again at the Surat Session in 1907. 1. The Swadeshi movement cast its shadow on the growing differences between the Moderates and the Assertives. The Assertives wanted to extend the Swadeshi and boycott the rest of India and make i t a vehicle for a full-fledged political mass struggle leading to Swaraj. The Moderates however did not approve it for the whole of India and wanted it to be confined to Bengal only.Moreover, the Moderates did not want to extend open support to boycott which was in conflict with their policy of ‘petition and persuasion’. 2. There were differences between the two groups over the choice of Congress President. The Moderates proposed the name of Rash Bihari Ghosh and the Assertive wanted Lala Lajpat Rai. The split in the Congress was unfortunate because the Brit took advantage of the situation. They adopted the ‘Divide and Rule’ Policy appeasing the Moderates and Repressing the Assertive Nationalists. The Aggressive group was expelled from the Congress for the next 10 years.