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In this thesis, I attempted to analyze different rebrands that proved to be either successful or unsuccessful. As case studies, I looked into Old Spice and Sprite, the successful rebrands, and Tropicana, the unsuccessful one. From there, I attempted to breakdown and provide an analysis of similarities and differences of the factors affecting the successful rebrands, as well as between the successful and unsuccessful rebrands. This included key aspects such as the effects of competition as well as what external and internal conditions affected the result of the rebrand.
Additionally, I provided a self-made framework that analyzes several factors that make up the market which companies should research and be aware of. This framework breaks down into both external, how market, customer, and competitive factors lend themselves to a rebrand as well as internal, how the rebrand will address the market and how the brand image will be changed by the rebranding.
Additionally, I provided a self-made framework that analyzes several factors that make up the market which companies should research and be aware of. This framework breaks down into both external, how market, customer, and competitive factors lend themselves to a rebrand as well as internal, how the rebrand will address the market and how the brand image will be changed by the rebranding.
ContributorsWright, Hunter (Author) / Riker, Elise (Thesis director) / Bonfiglio, Thomas (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The Golf Equipment Industry is flooded with many competitors, all looking to expand and grow with their various customer bases. In an industry which demands rapid new-product developments and offerings, companies must position their various brands in a way that appeals to both current and future customers. In tailoring product offerings and leveraging existing brand equity, effectively manipulating brand portfolios, companies must assess the risk of brand dilution effects when fulfilling company-wide growth initiatives. The following project will present research-based marketing principles with marketplace examples from various industries; specifically looking at marketers’ strategies in manipulating brand portfolios through the use of brand architectures, upward/downward line stretches, and brand extensions. Essentially, this paper will present the importance of manipulating brand portfolios in a variety of industries (including the golf industry), exciting current and new customer bases, eventually establishing an understanding of the risks associated with each leveraging strategy.
With a deep emphasis on the criticality of mitigating brand dilution whilst manipulating product offerings, this paper will then provide a golf-specific industry trend analysis, diving into the various ways marketers at TaylorMade Golf, Callaway Golf, and Cleveland/Srixon/XXIO Golf leverage brand equity while mitigating brand dilution risks. With a greater understanding of marketing-theory based principles and research conducted on the current customer trends prevalent in the golf industry, supplemented by marketing-personnel survey responses, I will be able to translate branding-based principles into recommendations for companies competing in the golf equipment industry.
With a deep emphasis on the criticality of mitigating brand dilution whilst manipulating product offerings, this paper will then provide a golf-specific industry trend analysis, diving into the various ways marketers at TaylorMade Golf, Callaway Golf, and Cleveland/Srixon/XXIO Golf leverage brand equity while mitigating brand dilution risks. With a greater understanding of marketing-theory based principles and research conducted on the current customer trends prevalent in the golf industry, supplemented by marketing-personnel survey responses, I will be able to translate branding-based principles into recommendations for companies competing in the golf equipment industry.
ContributorsMilroy, Thomas Carlo (Author) / Montoya, Detra (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Companies are constantly looking for a way to increase sales and productivity from their workforce. A popular way to spark motivation and competition is through employee sales contests or incentive-based plans. In theory, these contests are geared to include every employee at the sales level in the organization and are thought to boost motivation across the board. But, sales contests receive substantial attention regarding their effectiveness from the academic and professional press due to some unethical incidents happening at large corporations. There have been many studies regarding the effectiveness of contests, but many have inconclusive results and do not produce a definite answer. Because of this, further research is needed to confirm the effectiveness of such contests used in the professional world. Further research would require a study that is much longer in length, as there are many variables that are behind the psychological factors associated to sales contests.
I conducted a study on the effective design, implementation, motivational factors, and takeaways upon completion of such contests. The purpose of this study is to find out whether or not sales contests are an effective way of motivating a diverse workforce. The results suggest that sales contests are a hyper-efficient tool to increase employee motivation but must be prepared for and implemented correctly in order to achieve efficient results. I recommend that sales managers use contests as a tool to gauge the motivational and behavioral changes in their employees resulting from such contests, instead of just trying to gain more revenue. Also, to combat the growing threat of unethical behaviors as a result of running sales contests, leaders need to implement appropriate measures, like unethical behavior diversion courses.
I conducted a study on the effective design, implementation, motivational factors, and takeaways upon completion of such contests. The purpose of this study is to find out whether or not sales contests are an effective way of motivating a diverse workforce. The results suggest that sales contests are a hyper-efficient tool to increase employee motivation but must be prepared for and implemented correctly in order to achieve efficient results. I recommend that sales managers use contests as a tool to gauge the motivational and behavioral changes in their employees resulting from such contests, instead of just trying to gain more revenue. Also, to combat the growing threat of unethical behaviors as a result of running sales contests, leaders need to implement appropriate measures, like unethical behavior diversion courses.
ContributorsWitt, Tyler Lee (Author) / Montoya, Detra (Thesis director) / Dietrich, John (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
I conducted a study on women’s success, behaviors, and experiences in professional sales. The purpose of this study is to determine the extent that women are successful in professional sales careers and what the driving forces are behind that success. I did this through exploring a variety of factors like historical statistics, recruitment and selection, and women in sales leadership. I conducted both a literature review and informational interviews with sales women to gain valuable insights. The results suggest that women are successful in professional sales in a variety of industries due to several reasons. These reasons include their ability to form strong relationships with clients, to assess client needs, and to stay organized. I recommend that companies take a series of measures such as implementing mentorship programs, changing language used on job applications, and intentionally promoting women in order to attract and retain more women within their sales organizations. This will lead to higher profitability as the workforce is more diverse from a gender perspective.
ContributorsStaal, Hannah (Author) / Dietrich, John (Thesis director) / Montoya, Detra (Committee member) / Department of Finance (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-12
Description
This project involved the researchers conducting interviews at the Saint Vincent de Paul homeless shelter in downtown Phoenix. Interviews were transcribed into quantifiable data that was then used for data analysis. Our goal was to see how effective, or ineffective, the shelter was at improving the lives of its clients. Ultimately, our research suggests that the shelter does improve the lives of individuals experiencing homelessness. We hope this research will be used as evidence to support the shelter's efforts to receive more funding to improve its services.
ContributorsStein, Adam (Author) / Blakeman, Alec (Co-author) / Morgan, Alaina (Co-author) / Legg, Eric (Thesis director) / Riker, Elise (Committee member) / Barrett, The Honors College (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2022-05
Description
Influencer marketing continues to be a tool that companies utilize to add value to their brands. This thesis explores the impact that influencer marketing has within the alcohol industry. This was done by conducting secondary research that highlights the size of the alcohol industry, the rules and regulations that apply to alcohol marketing, the power of social media and consumer behavior, and the effectiveness of influencer marketing. From this research, I compile a set of industry best practices and offer a series of recommendations for smaller brands to take into consideration when using influencer marketing. I believe that my research-based recommendations of partnering with local influencers to create genuine connections with niche audiences, creating branded hashtags for marketing purposes, and capitalizing on current social media market trends allows for niche alcohol brands to implement influencer marketing in a way that best fits the brand and the people it serves.
ContributorsSanyal, Anjali (Author) / Giles, Bret (Thesis director) / Montoya, Detra (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor)
Created2022-05
Description
In this thesis, we surveyed homeless individuals at the Saint Vincent de Paul homeless shelter to discover any trends amongst the homeless population in the areas of: mental health and quality of life, as well as to how effective the shelter is for individuals. Our overall findings show us that not only is the shelter successful in assisting homeless individuals in their daily lives and quality of lives, but friends and family play a crucial role in supporting homeless individuals as well.
ContributorsBlakeman, Alec (Author) / Stein, Adam (Co-author) / Morgan, Alaina (Co-author) / Legg, Eric (Thesis director) / Riker, Elise (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / School of Music, Dance and Theatre (Contributor)
Created2022-05
Description
In this thesis, we surveyed homeless individuals at the Saint Vincent de Paul homeless shelter to discover any trends amongst the homeless population in the areas of mental health and quality of life, as well as the effectiveness of the shelter for homeless individuals. Our overall findings show us that not only is the shelter successful in assisting homeless individuals in their daily lives and quality of lives, but friends and family play a crucial role in supporting homeless individuals as well.
ContributorsMorgan, Alaina (Author) / Stein, Adam (Co-author) / Blakeman, Alec (Co-author) / Legg, Eric (Thesis director) / Riker, Elise (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / School of Art (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2022-05
Description
The interpersonal, subjective, and communication skills we carry with us are crucial to our professional successes, sometimes even more crucial than the technical skills we use to execute tasks. The engineering industry is wildly technical and competitive in order to define a better tomorrow for the human population. However, such a technical field often neglects the use of these soft skills, both originating from students, employees, and companies. In this thesis, I delve into the importance and various applications of soft skills within the engineering industry, the presence of a gap among engineers' expected versus actual soft skill usage, and if anything can be done to mend that gap.
ContributorsHove, Colton (Author) / Montoya, Detra (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2023-12
Description
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.
ContributorsJohnson, Nicole (Author) / Hale, Allison (Co-author) / Voustas, Konstandinos (Thesis director) / Riker, Elise (Committee member) / Barrett, The Honors College (Contributor) / Economics Program in CLAS (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05