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- All Subjects: Marketing
- Creators: School of International Letters and Cultures
The purpose of this thesis is to analyze the impacts of virtue signaling and tokenism within the cosmetic industry and how it relates to corporate social responsibility. Secondary research has been gathered and analyzed to find insight into how these aspects in marketing can impact the profits and other measures of success within business. This will lead to an understanding of how corporate social responsibility can be beneficial to the cosmetic industry, especially as companies grow and expand their target market. This thesis research is based on secondary research built from articles and advertisements. Additionally, research will be pulled from company statistics in profits and sales to determine success in different product launches and the marketing tactics utilized. After analyzing these differences and the types of advertisements that lead to the most successful results, it can be determined that virtue signaling and racial/ethnic tokenism can hinder success potential and thus, in contrast, companies that adhere to the ethical implications within corporate social responsibility will benefit from a reputation of sincerity.
In this project, I analyze representative samples from three different fashion brands’ sustainability-related informational materials provided to the public through their websites, annual reports, and clothing tags that promote the company’s environmental initiatives. The three companies were chosen because they each represent global fashion- they are all extremely large, popular, and prevalent brands. These materials are evaluated against three frameworks for identifying deceptive greenwashing claims. I identify instances in which these frameworks are successful in categorizing deceptive claims from these companies as well as instances in which they appear to be vulnerable. To address the vulnerabilities I discover in the three existing frameworks for identifying greenwashing, I propose six new guidelines to be used in conjunction with these frameworks that will help to ensure that consumers can have a more ample toolbox to identify deceptive sustainability claims.
I have created a website for the Arizona State University French department. This website is designed to market the French program with the ultimate goal of increasing enrollment.
Food is one of the most universal and uniting human experiences. It is a powerful tool to bring communities together and it is a simple way to bring joy to an individual. This project is an exercise in marketing and entrepreneurship that was inspired by these ideas, which culminated in a fundraiser bake sale to benefit Creighton Community Foundation, a local nonprofit.
First, the environment in which the company was operating in during its first quarter of business is examined, along with the strategies that were in place at that time. Included in this first section is also a comprehensive competitive analysis that examines how Rille & Co. fits into the competitive market. Next, the success of the initial strategy for Rille & Co. is analyzed through a SWOT analysis of the company’s standing as of Fall 2015. Finally, the third section of analysis contains key recommendations and alterations to the original strategy in order for the company to experience continual growth and success.
In all, if Rille & Co. implements the strategies outlined in this marketing plan, it should be able to continue business for years to come. The most important aspects of operation for the business are its internal organization, finding clients with the correct fit, and boosting its website’s SEO to better implement inbound marketing techniques. For an agency, it tends to be difficult to focus on these internal problems when clients’ needs come first. In this case, Rille & Co. must prioritize its own operations to better meet the needs of clients.
As Rille & Co’s first year of business is coming to a close, it is extremely important to note how far the company has come, despite any obstacles that made for an exciting first year. The agency is well on its way to achieving the standards of success it set for itself, but the agency’s success is also measured in its resilience and adaptability – necessary traits for any agency (or company, for that matter). With huge changes on the horizon, now is the time for Rille & Co. to demonstrate its resilience and adaptability again – coping with the loss of an integral employee and adapting to the needs of clients who may not be financially sound. The team should be proud of the work accomplished, and although it is the “end of an era,” Rille & Co. should prepare itself for the adventures that have yet to unfold.
Milk has long played an important role in American society and remains a popular staple of many Americans’ diets. Yet, despite its long standing popularity, the role of milk within American society has begun to develop new meaning in recent years. This paper aims to understand the symbolism that today’s Americans ascribe to milk. Academic journal articles, advertising campaigns, online articles, and government policy pertaining to milk were researched in order to identify the themes that characterize consumers’ perceptions of milk. In recognition of the diverse types of milk that are now accessible to many Americans, this paper uses the word “milk” to refer to cow-derived, fluid (liquid) dairy unless otherwise specified. This research reveals eleven principal themes that describe consumers’ perceptions of milk: milk symbolizes health, American values, is associated with athleticism, is unhealthy, is not preferable to plant-based alternatives, is bad for the environment, is animal cruelty, represents white supremacy, is anti-feminist, is reflective of consumer lifestyles, and there is a general trend of consumers being uninformed about the milk that they consume. This research helps to understand consumers; therefore, this research can be used to help dairy-related industries shape their business strategies and target their customer segment and to help policymakers design effective dairy-related policies. Furthermore, this paper invites further research to identify the consumers that hold the beliefs this research describes, and the extent to which these consumers share said beliefs.