ACANDAV INTERNATIONAL COMPANY

Before the advent of the word ‘experimental’, experimental marketing had always been seen as an attachment to a broader and conventional marketing. At some point, several attempts were made to define it but due to the fact that it was more associated to experience and skill of marketers, it was only used by agencies and had several terminologies. It was not until it was accepted by media, agencies and brands across the industry, several years later, that it became known as experimental marketing. Experiential marketing, as a unique approach to the task of marketing goods and services, is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering, based on both emotional and rational response levels. Appealing to a variety of senses, experiential marketing seeks to tap into that specia...

When a firm sustains profits that exceed the average for its industry, the firm is said to possess a competitive advantage over its rivals. The goal of much of business strategy is to achieve a sustainable competitive advantage. Michael Porter identified two basic types of competitive advantage: ·          cost advantage ·          differentiation advantage A competitive advantage exists when the firm is able to deliver the same benefits as competitors but at a lower cost (cost advantage), or deliver benefits that exceed those of competing products (differentiation advantage). Thus, a competitive advantage enables the firm to create superior value for its customers and superior profits for itself. Cost and differentiation advantages are known as positional advantages since they describe the firm’s position in the industry as a leader in either cost or differentiation. (QuickMBA, 2010) For th...

    Marketing plays an important role in the strategic planning process for many organizations. Although some marketing positions are represented at the corporate level, most are at the functional level within the business units of an organization,. However, marketing is involved in strategic planning at all organizational levels. Strategic marketing describes marketing activities that affect corporate, business, and marketing strategic plans. Strategic marketing activities can be classified into three basic functions.     First, marketers help orient everyone in the organization toward markets and customers. Thus, they are responsible for helping organizations execute a marketing philosophy throughout the strategic planning process.     Secondly, marketers help gather and analyze information required to examine the current situation, identify trends in the marketing environment, and assess the potential impact of these trends. This informati...