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Business collection (New York, N.Y.) Buy-ology Case studies from the multinational marketplace Pitchman, the people person, and the peddler South-Western introduction to business Southwestern introduction to business The Big Squeeze: Rejuvenating a Century-Old Brand Ultimate media librarian collection You're the boss, starting and running your own businessFilter By Series
Business collection (New York, N.Y.) Buy-ology Case studies from the multinational marketplace Pitchman, the people person, and the peddler South-Western introduction to business Southwestern introduction to business The Big Squeeze: Rejuvenating a Century-Old Brand Ultimate media librarian collection You're the boss, starting and running your own businessSummary: With 250 years of history behind it, Guinness is one of Britain's best-loved brands-yet sales of the famous black stout have fallen year after year. This program analyzes the Guinness strategy for survival in today's market, one currently dominated by lighter, sweeter drinks. Examining the company's latest offering, Guinness Red, and the ambitious and hugely expensive advertising campaign...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2008
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Summary: Despite the complexity of 21st-century commerce, success in marketing is still founded on four basic concepts: product, price, promotion, and place. This program shows how businesses incorporate the four P's into effective marketing strategies. By exploring tactics used to sell a wide range of products and services, the film illustrates ways of putting marketing plans into action. Case studies...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2010
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Summary: There's a fine art to selling earlobe lifts, inflatable massage boots, and mini-staircases for arthritic dogs. This ABC News program enters the strange world of A. J. Kubani and his New Jersey-based company, Telebrands-a purveyor of quirky household products showcased in late-night TV infomercials. In a one-on-one interview, Kubani discusses his main strategy: identifying a mundane, irksome...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2009
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Summary: Tapping into the world of American beer, this CNBC Original program offers an in-depth case study of the industry leader, Anheuser-Busch. With unprecedented access to the company's inner workings, the program depicts the history of Anheuser-Busch-including how it survived the Prohibition era-while illustrating the birth of the Budweiser brand and its eventual dominance of the U.S. beer market....
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2009
View online at AVOD
Summary: Conventional wisdom says an ad agency should promote the brands of its clients. Why would the reverse ever happen? This fast-paced case study profiles three young executives as they open up Rethink, a new agency. The quirky realities of starting and running an ad business become clear with each "first" in the growth of the company-the moment Rethink signs its first clients, hires its first...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
View online at AVOD
Summary: The popular bread-spread Marmite is headed for store shelves in a new squeezable bottle-and now the public must be alerted and mobilized. This program examines the formation of the advertising campaign that will launch the product. Going inside creative meetings and consumer testing sessions, the program follows the evolution of TV ad messages from storyboarded pitches to the final chosen...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
View online at AVOD
Summary: Once racked with poverty, India is now a model of economic revival and Western-style consumerism. This program examines the impact of the country's newfound wealth on domestic and international business, and on Indian society as a whole. Outlining the implications of the BRICs report, the film takes a detailed look at the strategies of Big Bazaar, India's largest supermarket chain, and Hitachi,...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
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Summary: On a British sitcom, two characters bottled tap water and sold it as Peckham Spring Water. More recently, Coca-Cola launched its purified-water lifestyle drink, Dasani, in the U.K. The connection was not overlooked. This program tracks Dasani's progressive PR nightmare in Britain-first as newspapers screamed "Coke Sells Tap Water for 95p," and then as Coca-Cola recalled 500,000 bottles due to...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2006
View online at AVOD
Summary: As a market leader in high-end jewelry, Cartier has long defended its turf against the likes of Tiffany and Bulgari. But recently, luxury goods label Louis Vuitton launched its own line of fine jewelry-a move interpreted as a direct attack on the king of jewelers. In this program, award-winning business journalist Virginia Eastman gains unprecedented access to super-exclusive Cartier parties...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2006
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Summary: Cadbury Schweppes, Britain's biggest confectioner, has ventured into the chewing gum market-taking on the might of Wrigley's, the long-time global industry leader. This program examines Cadbury's multipronged product launch and Wrigley's countermeasures, revealing the tactics, goals, and public fallout emerging from both sides in this raging gum battle. Simon Baldry, Managing Director of...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2008
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Summary: The Internet and low-cost digital production methods have given marketers powerful new tools. This program explores the results: a new wave of advertising that relies increasingly on consumer-generated content and rejects the ad forms of conventional television. Featuring interviews with Matt Creamer of Advertising Age, Joseph Jaffee of the marketing company Crayon, Kevin Roberts of Saatchi &...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2008
View online at AVOD
Summary: A business model based on door-to-door selling made sense in the 1950s, but today's young adults love to shop-which means tough times for Avon. This case study examines forces that have seriously reduced the company's market share and the aggressive steps it has taken to boost its customer base and rebuild its image. Identifying pivotal socioeconomic factors among women under age 35-including a...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
View online at AVOD
Summary: At 44, Barbie had been the queen of fashion dolls for generations of children. But her sales and profits began to slip as she was forced to fend off attacks from enemies both new and old: the fashion-conscious Bratz pack and Sindy, a former rival that may yet prove to be her nemesis. After providing Barbie's history and some background on competitors, this program focuses on Mattel's strategy,...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2006
View online at AVOD
Summary: This program examines how brand identity is influenced by consumer perceptions through the struggle between Coca-Cola, icon of American culture, and rivals Qibla Cola and Mecca Cola for market share in Muslim locales. Qibla's Zafer Iqbal and Mecca's Tawfiq Mathlouthi tell the story of two opportunistic, politically correct Davids taking on a marketplace Goliath-and each other-while Coke...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: Shopping, once simply a basic task, now vies with television as America's most popular leisure activity. How are retailers cashing in on all that discretionary spending? From the Turkish bazaar to the Mall of America, this program reveals the strategies being used to ensure that wallets and purses remain open for business. Retail anthropologist Paco Underhill, shopping center architect Eric...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: Aflac's duck "spokesman" has proven to be an overwhelming success, indelibly quacking the insurance company's name into the pop culture landscape. In the conceptual stage, however, the mascot was a risky choice. This ABC News program features Aflac CEO Dan Amos, whose controversial decisions-including championing the duck symbol-have led the company to prosperity. Amos discusses several of his...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2008
View online at AVOD
Summary: Can Saatchi & Saatchi turn Sagatiba cachaca, a sugarcane liquor popular in Brazil, into a globally recognized brand? This program tracks the Sagatiba launch from start to finish-and in the process reveals the inner workings of an ad agency whose name is synonymous with success. Footage of key agency players brainstorming, running client meetings, producing commercials, and more illustrates how...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: Why did Coca-Cola change its image after World War II? How did Oprah Winfrey become a marketable commodity? Are shoppers hapless victims of advertising, or do consumers themselves influence a company's merchandising decisions? This program shows how businesses combine an idea with a logo to create the "product personality" called a brand. Specific components of successful brands, the messages...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2010
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Summary: Building a loyal customer base is vital to the success of any new business - but competing for attention in a world bombarded with advertising may be a young company’s most daunting challenge. Packed with advice from experienced entrepreneurs, this video highlights smart ways to generate recognition for a start-up business and drive traffic to it. Viewers learn the necessity of researching a...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2011
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Summary: In an age of corporate bailouts, the story of Columbia Sportswear's dramatic comeback offers a valuable case study in successful bootstrapping. After the death of her husband, Gert Boyle faced the monumental task of taking over the struggling business at the age of 46, with little guidance or experience. This program profiles Boyle nearly forty years later, still leading the company-which is...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2009
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Summary: In ten concise entrepreneurship case studies, CNBC profiles successful companies and product lines that began with nothing but a great idea. Among the innovators featured are Lonnie Johnson, inventor of the Super Soaker water gun; Jim McCann, founder of 1-800-FLOWERS; Brian Scudamore, founder of 1-800-GOTJUNK; Roxanne Quimby, the struggling artist who co-created the Burt's Bees product line;...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2009
View online at AVOD
Summary: At Holden, an Australian subsidiary of General Motors, no expense was spared in the design and development of the Commodore-a big car in need of a big promotional splash. Using the Holden Commodore as a case study, this program moves from the basics-"What is marketing?"-to the intricacies of an innovative launch campaign involving a TV documentary on the Commodore; a magazine-length advertorial...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2009