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Transcript of Zippo presentation
Gender Male: 10 / Female: 10
Male: 7 smokers, 3 non-smokers.
Female: 5 smokers, 5 non-smokers. SWOT Analysis Brand Audit
"Reinventing the old flame" Huu Nguyen, Phuong Nguyen,
Lauri Penttilä, Bernado Franco George G. Blaisdell Sources of Brand Equity Offensive Strategies To reach to new customers and build new brand equity
-Likeability Defensive Strategies Reference
Michael Rubinkam, The Associated Press. 2013. Yahoo Finance. [ONLINE] Available at: http://ca.finance.yahoo.com/news/zippo-withdraws-offensive-lighters-sold-german-retailer-neo-215150147.html. [Accessed 19 March 13].
SUSAN Q. STRANAHAN. 1997. CNN Money . [ONLINE] Available at: http://money.cnn.com/magazines/fortune/fortune_archive/1997/09/08/230867/index.htm. [Accessed 20 March 13]
Marketing Mag. 2011. Marketing Magazine . [ONLINE] Available at: http://www.marketingmag.ca/news/marketer-news/zippo-hopes-to-take-lighters-beyond-the-click-and-into-specialty-stores-24739. [Accessed 20 March 13].
Inc.com. 2004. Inc. Magazine . [ONLINE] Available at: http://www.inc.com/magazine/20040901/casestudy.html. [Accessed 31 March 13]
Europe.Chinadaily.com.cn. 2009. China Daily . [ONLINE] Available at: http://europe.chinadaily.com.cn/epaper/2011-09/02/content_13604338.htm. [Accessed 31 March 13] To reach to new customers and build new brand equity
-Protection Brand Mantra 'Friend for life, guaranteed to last forever' Major Issues Conclusion -Introduced in the golden years of smoking.
-Decline of smokers mean problems for Zippo’s core product.
-Brand portfolio going through change to adapt. "Strong brand but stagnant sale" Acquisition? Help us choose: