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Zippo presentation

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by

Phuong Nguyen

on 25 April 2013

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Transcript of Zippo presentation

Consumer Knowledge Cigarette/smoking Masculine American icon Urban Cool design Retro Lifetime guarantee Collectible Windproof Zippo Resonance pyramid Resonance Salience Performance Judgments Imagery Feelings BRAND EXPLORATORY Extremely loyal consumers Exclusive and collectible Classic and historical, masculine products The best quality and safety with cool designs Eye appeal – good looking lighters command higher prices Famous lighter Survey (brief) Participants

Age 22-28
Gender Male: 10 / Female: 10
Smoking history
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
-Memoribility
-Meaningfulness
-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

-Transferrability
-Adaptibility
-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:
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