Marketing Research Paper Example | Topics and Well Written Essays - 2000 words - 2

Marketing - Research Paper Example conducting an advertising campaign, and how can companies employ marketing tools to best realise their mission?, will be the primary concern in the paper. Through an analysis of the marketing presentations made by three guest speakers as well as my own secondary research and personal insights, it will be possible to arrive at answers to these questions. Before I came up with this research question, I thought about certain brands that stand out in my mind every time I think about a product. Wrigley’s is the brand king for chewing gum while Coca Cola rules the soft drinks industry; Colgate is quite strong in the toothpaste sector while Proctor and Alan dominate the breakfast cereal market (Boone & Kurtz, 2013). As these names floated through my mind, I began to wonder about the things that make them tick; some of them have been in business for over a century and still maintain dominance. Most of the answers could be found in the presentations while others were hidden in marketing articles, books and journals. The first speaker hit the nail on the head concerning this topic because he summarised it in three words: relevance, credibility and distinctiveness. He did a case analysis on Tourneau Inc., which is a luxury watchmaker headquartered in the US with approximately 37 stores countrywide. The organisation is not an easily recognisable and strong brand because it does not deliver these three qualities every time and in a consistent manner. Selecting Tourneau Watch seemed like an effective idea owing to certain characters possessed; first, it has been in business for over 100 years. It mimics the longevity that other well-known brands like Coke have in the marketplace; however, it did not possess the same market dominance that these other brands have. The presenter compared Tourneau’s performance with another leading brand in Switzerland called Butcherer; he found that there were certain discrepancies between them. If the case study organisation could borrow a