Charlotte Beers

In: Business and Management

Submitted By shkumbin
Words 1220
Pages 5
Charlotte Beers at
Ogilvy & Mather Worldwide (A)

By

Matteo Conta
FEMBA 9B

Charlotte Beers at Ogilvy & Mather Worldwide (A)

Document purpose: suggestions to increase acceptance of Ogilvy & Mather’s new Vison on employees below senior executive management.

Problem definition

December 1993: Charlotte Beers assesses the progresses made by the company after she became CEO: she realizes that clients love the Brand Stewardship concept, but most employees, below executive levels, have not embraced the newly created Vison. The problem I will focus in this document is the following: the majority of employees did not embrace the new Vison. I will analyze why this is a key problem, why it is happening and I will propose steps to accomplish more acceptance.

Analysis
Brief Background
Major events have shaped the history of the company in the recent years: first the hostile takeover, 1989, then the loss of key accounts and credibility in the business. Many key senior employees have left in the 2 years following the takeover. The company Vison has been: “just keep doing the same thing, just better”, but the world around has been changing. The marketing business has clearly become more global in nature, with "mergers to form mega-agencies and the concept of transporting brands around the world", and customers are demanding for “more service at lower costs”.
Re-creation
Technically the type of organizational change Beers has to face as new CEO of the company is called re-creation: it’s a change introduced in response to an immediate demand, in this case the loss of customers and image. The research indicates that fewer than one in ten re-creations succeed [Leadership for Organizational Change].
Vison and Values Crafting

Beers has accomplished a great step already: the definition of Vison and Values. It is interesting to…...

Similar Documents

Beer

...History Beer began to be exported to India in the early days of the British Empire, including porter and India Pale Ale, also known as IPA. Although as alcohols are not unknown to India thousands of years ago.It is mentioned in some epics of India like The Mahabharatha, called "sura paniyam", which means a liquid that can potentially make the drinker unconscious. The first brewery in India was set up in Kasauli, in the Himalaya mountains, near Shimla, in the late 1820s by the Englishman Edward Dyer. Dyer's brewery produced Asia's first beer, called Lion. The brewery was soon shifted to nearby Solan (close to the British summer capital Shimla), as there was an abundant supply of fresh spring water there. The Kasauli brewery site was converted to a distillery which Mohan Meakin Ltd. still operates. Dyer set up more breweries at Shimla, Murree,Rawalpindi and Mandalay. Another entrepreneur, H G Meakin, moved to India and bought the old Shimla and Solan Breweries from Edward Dyer and added more at Ranikhet, Dalhousie, Chakrata, Darjeeling and Kirkee. In 1937, when Burma was separated from India, the company was restructured with its Indian assets as Dyer Meakin Breweries, a public company on the London Stock Exchange. Following independence, in 1949 N.N. Mohan took over management of the company and the name was changed to Mohan Meakin Ltd. The company continues to produce beer across India to this day and Lion is still available in northern India. Lion was changed from an......

Words: 2841 - Pages: 12

Beer

...that brewed one beer, Mountain Man Lager, also known as “West Virginia's beer”. Mountain Man Lager held the top position among lagers in West Virgina for almost 50 years and had respectable market share in most states. The company over the years relied on its history and its status as an independent, family owned brewery to create an aura of authencity and position the beer with its core drinker – blue collar, middle to lower income men over age 45. However, Mountain Man Lager was a legacy brew in a mature business. By 2005 Mountain Man generated revenue of just over $50 million and primarily distributed Lager in Illionis, Michigan, Ohio and its native West Virgina. However, the recent changes in the beer drinkers' preferences, the company is experiencing decline in sales. Over the previous six years light beer sales in the United States had grown at a annual rate of 4% while traditional premium beer sales had declined annually by same percentage. With this on going trend Mountain Man Brewing Co. was set to loose 2% each year annually, see section A. for projections for next 4 years. In the lights of such industry trend Chris Prangel, needs to decided whether to produce Mountain Man Light, a light beer formulation of Mountain Man Lager, in the hopes of attracting younger drinkers to the brand. Alternatives Mountain Man Brewing Co. has been facing serious challenges from maturing market and new products which threaten to steal its customer based. Light beer is sweeping......

Words: 1368 - Pages: 6

Charlotte Beers

...Case Summary Charlotte Beers at Ogilvy & Mather Worldwide (A) Ogilvy & Mather  In 1948, David Ogilvy, a 38-year-old Englishman, sold his small tobacco farm in Pennsylvania and invested his entire savings to start his own advertising agency. David Ogilvy imbued his agency’s culture with the same “first class” focus that he demanded of creative work. Employees were “gentlemen with brains,” treating clients, consumers, and one another with respect. Revenues soared in the 1970s, culminating in record double-digit gains in the mid 1980s. The advertising industry boomed, and Ogilvy & Mather led the pack. Nowhere was the agency’s reputation greater than at is New York office, heralded in 1986 by the press as “the class act of Madison Avenue.”  Advertising Industry Changes  The booming economy of the 1980s shielded the advertising industry from the intensifying pressures of global competition. Companies fought for consumer attention through marketing, and advertising billings grew- on average, between 10% and 15% per annum. However, after the stock market crash of 1987, companies reconsidered the value added by large advertising budgets. Increasingly, many chose to shift resources from expensive mass media and print campaigns toward direct mail, cable, telemarketing, and sales promotion.   “Beleaguered” Ogilvy & Mather  As clients demanded lower costs and greater service, Ogilvy & Mather-like many large agencies at the time- was slow to make adjustments. In May 1989, WPP......

Words: 932 - Pages: 4

Beer

...a quality beer. Enable to meet the needs of the consumers. Reduce take-up risk by customers Easy to convince retailers to stock your beer extensions. Introductory marketing need not create awareness. Possible packaging and labeling efficiencies. Brand loyalty With a rate of 53% in the East Central region. Mountain Man brand loyalty rate is higher than that of competitors (42% Budweiser and 36% for Bud light) Strong associations to Mountain Man Lager Brand Defined as for working-class, tough, down-to-earth and not ‘corporate’ but local, authentic brand with strong heritage. The young would not like to be associated with a “tough” and “old brand, while the old would not like to be associated with the young drinking “tasteless” beer. Weaknesses Limited economic resources Limited geographic coverage Strategy is not updated to the current market needs to reach Is this essay helpful? Join OPPapers to read more and access more than 650,000 just like it! get better grades out to potential customers. Grass-root marketing in building brand awareness. Mountain Man had always relied on grass roots marketing to spread its beer quality message by word of mouth. Opportunities New product (light beer) Overall shift of market to light beer due to changes in beer drinkers’ preferences. Light Beer grows with 4% CAGR. Light beer could re-invigorate lager. Light beer could dilute lager equity. Potential for cannibalizations of brand. Light beer could......

Words: 328 - Pages: 2

Beer

...confusing name refers to the original Stanley Park Brewery, which was established way back in 1897 on the shores of the park’s Lost Lagoon by Belgian pioneer and brew master Frank Foulbert. (Green beer) The brewery is actually owned by the Mark Anthony Group, the leading distributor of wine and beer in Canada. Some people point out that Stanley Park Brewery is not a craft brewery at all, but a division of the same Canadian beverage giant that makes Mike’s Hard Lemonade and dozens of other products. (Green beer) Stanley Park was created over a century ago by an individual interested in protecting and dedicating land - “to the use and enjoyment of people of all colors, creeds and customs for all times.” –Lord Stanley Governor General of Canada, 1888.When the Belgian pioneer brew master frank Foubert established Stanley Park Brewery in 1897, he provided more than refreshment to park visitors. In doing so he became part of BC’s early economic foundation.(Stanley park brewery) The Stanley park brewery is a strange company, however it as the first sustainable brewery in Canada, I would like to share some information about its product to everyone. Though these information I know why people call the Stanley park brewery is the sustainable brewery. First of all they used the Shakes beer Mash Tun, it can reduce energy. Second they used Krones Lauter Tun, it can reduces effluent load on the waste stream. Third, Pre-run Tank can reduce energy consumption. Fourth, Stromboli......

Words: 3774 - Pages: 16

Beer

...Classification of Beer What's more refreshing on a hot summer day than a nice cold beer? Or how about drinking a nice cold one with some buddies after work at a local bar, sound nice doesn?t it? Beer has been around for many years and will probably be around for many more. A beer is any variety of alcoholic beverages produced by the fermentation of starchy material derived from grains or other plant sources. The production of beer and some other alcoholic beverages is often called brewing. Most every culture has there own tradition and the own take on beer, thus producing many different styles and variations. Simply put, a beer style is a label given to a beer that describes its overall character and often times its origin. It's a name badge that has been achieved over many centuries of brewing, trial and error, marketing, and consumer acceptance. There are many different types of beer, each of which is said to belong to a particular style. A beer's style is a label that describes the overall flavour and often the origin of a beer, according to a system that has evolved by trial and error over many centuries. According to the type of yeast that is used in the beer's fermentation process, most beer styles fall into one of two large families: ale or lager. Beers that blend the characteristics of ales and lagers are referred to as hybrids. An ale is any beer that is brewed using only top-fermenting yeasts, and typically at higher temperatures than lager yeast.......

Words: 1336 - Pages: 6

The Symbolism of Charlotte in Pride and Prejudice

...The Symbolism of Charlotte in Pride and Prejudice [pic] 李秀红 商务英语 Outline I. Abstract II. The reasons for Charlotte’s marriage Personal reasons Social reasons III. The author’s value of marriage & Charlotte’s marriage IV. The symbolism of Charlotte V. Conclusion VI. References I. Abstract In Jane Austen’s novel pride and prejudice, charlotte is a sad woman, and her marriage has been used as contrary materials to illustrate the author's value of marriage. Charlotte's tragedy has personal reasons, but more social reasons at that time. She was submissive, and resistant. Her marriage symbolizes the unfortunate fate of British women at that time. Key words: Charlotte, marriage, middle-class women, symbolism II. The reasons for Charlotte’s marriage Personal reasons The personal reasons for Charlotte married to Collins are quite embarrassing. First of all, Charlotte was far from beautiful and wealthy. Without wealth, women could not be independent. Thus, she was forced to get married and got a support. Secondly, she has already reached the age of marriage. She was too old to wait for very romantic and wealthy gentlemen. Thus, she had no way to go but seized the chance to marry Collins, who was willing to marry her and gave her economic support. That was what Charlotte needed most. B. Social reasons In Britain of early 19th century, women have no independent economic status......

Words: 1246 - Pages: 5

Charlotte Bobcats/Hornets Sponsorship

...CHARLOTTE BOBCATS/HORNETS Sponsorship Packet for Verizon Wireless Table of Contents Executive Summary 3 Charlotte Bobcats Profile 4 A. Team History 4 Mission Statement and Objectives 5 A. Core Values 5 Charlotte Bobcats Event & Program Description 6 A. Venue Information 6 B. Arena Staff Contact Information 7 2013-2014 Charlotte Bobcats Schedule 8 Corporate Partnership Department12 Inventory of Assets & Benefits13 Capabilities & Past Experience Producing Events14 Compatibility with Sponsor's Image & Target Market15 Sponsorship16 Addendum17 Executive Summary of Sponsorship Proposal The Charlotte Bobcats are a professional basketball team based in Charlotte, NC. The team is a member of the Southeast Division of the Eastern Conference of the National Basketball Association (NBA). Our organization was established in 2004, two years after the previous NBA franchise, the Charlotte Hornets, relocated to New Orleans. The Charlotte area and the Carolinas in general have long been associated with the thrill and excitement of basketball. During the days of the American Basketball Association (ABA), the Carolina Cougars were a region team who enjoyed enthusiastic support. From their inception in 1988 until the relocation in 2002, the Charlotte Hornets were one of the most exciting and well supported teams......

Words: 4879 - Pages: 20

Corona Beer

...Corona Beer "A multi-country strategy is appropriate for industries where multi-country competition dominates and local responsiveness is essential. A global strategy works best in markets that are globally competitive or beginning to globalize." Corona Extra has been the world’s fourth best selling beer in terms of volume in 2005 due to its strategy in differentiation. Corona marketing campaign of “fun in the sun” and its light and citrus flavor helps products to expand its target customers far beyond its competitors. However due to merger and acquisition that occur in the industry, Corona needs to adjust itself in order to sustain its growth and improve its competitive position. 5-Force Analysis Rivalry (High Threat) * There is competition from both domestic products and import products as well as threat from merger and acquisition which large company may dominate the industry as they might gain advantages from cost efficiency and market share after merging. New Entrants (Low Threat) * There is low threat from emerging entrants since the large companies will have advantages in economy of scale. Also new entrants will need to have heavy start-up cost of capital. Substitute (High Threat) * High threat from substitute because there are various kinds of liquor in the market. Altogether with non-liquor drinks in the market are also considered as substitutes for beer. Consumer (Moderate) * Since there is price sensitive for beer in the market, company needs......

Words: 417 - Pages: 2

A Literary Criticism of Charlotte Temple

...A Literary Criticism of Charlotte Temple Charlotte Temple is a novel written by Susanne Rowson in the late eighteenth century. The novel was first published in England, but was soon published in America having many different editions throughout the years. Charlotte Temple is considered the second American book and was extremely popular during its time of publishing due to its somewhat short length and topic. Charlotte Temple is a story of an innocent and ignorant young girl who is seduced by a man, which ultimately leads to her death. The novella was considered to be somewhat taboo during its time period because of its nature dealing with lust and young love, a prevalent theme noticeable throughout the entire story. The story begins with the introduction of the English soldier Montraville whose attention has been caught by the young woman Charlotte Temple. Montraville describes her beauty to his friend Belcour, who seemed more interested in the idea of a looming war (The American Revolutionary War) than the woman that has caught the eye of his friend. For three days Montraville cannot get Charlotte out of his head and therefore decides to go to her home to see her. After deciding that he should leave and not think of or see her at all, he catches a glance of two women walking in a field. One of the women is Charlotte and the other is her French teacher Mademoiselle la Rue. Montraville later meets up with and bribes la Rue, so long as Charlotte will meet him the next......

Words: 2450 - Pages: 10

Beer

... Assignments 1. Beer Return Design Please read the paper “beer distribution in China” and find relevant information online. You are asked to find the channel structure for bottle return as well as cap return in China. Use Beijing market as an example. * Please describe the difference between the bottle return channel and cap return channel. * Please draw two channel flow structures for cap return: the product return flow and financial/cash flow 2. Lenovo Channel Management Lenovo, a famous PC maker, is now entering the smarthphone business. Please note that the computer channel is different from the cell phone channel in China. Please describe possible channel conflicts in Lenovo’s new addition of cell phones channel into its traditional PC channel. E.g.: Conflicts with whom? What kind of conflicts? 3. Rougement Case Question What decision criteria would you use to evaluate each of the 3 distribution channel alternatives for Rougement? Based on your list of criteria, assess each distribution channel alternative. Which alternative would you choose and why? Course Assignments Due Date Schedule Week | Date | Individual Assignment | Group Assignment | 5 | 10.8 | | Project Ideas (one-page) | 6 | 10.15 | Rougement Case Report (<=2 pages) | Group Project Discussion with Rui | 7 | 10.22 | | Beer Return Design Group Project Idea Presentation | 8 | 10.29 | | Gino Case Report (To be Determined)Project Proposal (one-page) | 9 | 11.5 | Lenovo Channel......

Words: 256 - Pages: 2

Beer Da

...1 Sales of Beer by Category: Total Volume 2008-2013 million litres | 2008 | 2009 | 2010 | 2011 | 2012 | 2013 | | | | | | | | Dark Beer  | - | - | - | - | - | - | - Ale  | - | - | - | - | - | - | - Sorghum  | - | - | - | - | - | - | - Weissbier/Wiezen/Wheat Beer  | - | - | - | - | - | - | Lager  | 1,516.8 | 1,527.4 | 1,589.9 | 1,614.4 | 1,638.8 | 1,440.9 | - Flavoured/Mixed Lager  | - | - | - | - | - | - | - Standard Lager  | 1,516.8 | 1,527.4 | 1,589.9 | 1,614.4 | 1,638.8 | 1,440.9 | -- Premium Lager  | 6.9 | 6.3 | 5.8 | 6.0 | 5.5 | 5.2 | --- Domestic Premium Lager  | 6.4 | 5.8 | 5.3 | 5.1 | 4.5 | 4.2 | --- Imported Premium Lager  | 0.5 | 0.6 | 0.6 | 0.9 | 1.0 | 1.0 | -- Mid-Priced Lager  | 1,398.9 | 1,409.1 | 1,458.0 | 1,478.2 | 1,499.2 | 1,308.8 | --- Domestic Mid-Priced Lager  | 1,398.9 | 1,409.1 | 1,458.0 | 1,478.2 | 1,499.2 | 1,308.8 | --- Imported Mid-Priced Lager  | - | - | - | - | - | - | -- Economy Lager  | 111.0 | 112.0 | 126.0 | 130.2 | 134.1 | 126.9 | --- Domestic Economy Lager  | 111.0 | 112.0 | 126.0 | 130.2 | 134.1 | 126.9 | --- Imported Economy Lager  | - | - | - | - | - | - | Non/Low Alcohol Beer  | - | - | - | - | - | - | Stout  | - | - | - | - | - | - | Beer  | 1,516.8 | 1,527.4 | 1,589.9 | 1,614.4 | 1,638.8 | 1,440.9 | Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 2 Sales of Beer by......

Words: 3712 - Pages: 15

Case Analysis - Charlotte Beers at Ogilvy and Mather Worldwide

...Charlotte Beers at Ogilvy & Mather Worldwide (A) By Matteo Conta FEMBA 9B Charlotte Beers at Ogilvy & Mather Worldwide (A) Document purpose: suggestions to increase acceptance of Ogilvy & Mather’s new Vison on employees below senior executive management. Problem definition December 1993: Charlotte Beers assesses the progresses made by the company after she became CEO: she realizes that clients love the Brand Stewardship concept, but most employees, below executive levels, have not embraced the newly created Vison. The problem I will focus in this document is the following: the majority of employees did not embrace the new Vison. I will analyze why this is a key problem, why it is happening and I will propose steps to accomplish more acceptance. Analysis Brief Background Major events have shaped the history of the company in the recent years: first the hostile takeover, 1989, then the loss of key accounts and credibility in the business. Many key senior employees have left in the 2 years following the takeover. The company Vison has been: “just keep doing the same thing, just better”, but the world around has been changing. The marketing business has clearly become more global in nature, with "mergers to form mega-agencies and the concept of transporting brands around the world", and customers are demanding for “more service at lower costs”. Re-creation Technically the type of organizational change Beers has to face as......

Words: 1220 - Pages: 5

Charlotte Beers (Ogilvy & Mather) Case Analysis

...Charlotte Beers (Ogilvy & Mather) Case analysis At the point of planning to the launch of the business, the owner of the business is very passionate and usually experienced in the line-of-business; as David Ogilvy was at the age of 38 when he started his own advertising agency in 1948. Ogilvy & Mather, an advertising agency was started in New York and expanded worldwide. By 1991, O&M was ranked the largest marketing company in the world.[1] But there comes a time when a company must look to adapt a change. With competition growing, clients of O&M changed their demands. O&M was a high-cost agency that was failing in controlling their budget and lowering their cost; they failed to see the reason for a change. Due to that fact, O&M had lost few of their multi-million dollar accounts. Many companies may have either filed bankruptcy or have shutdown in the process of losing their clients but O&M was not the type of company that would give up that easily. In 1992, Charlotte Beers was appointed CEO of O&M and a massive change was underway. She was not the type of person who would dwell on the past, but instead look to better the future. Charlotte Beers clearly made an impression on the O&M employees as she had the ability to inspire. But more importantly, she came up with three strategies which turned the company around 360 degrees; Client Security, Better Work/More Often, and Financial Discipline. Yes these strategies were formed for an advertising agency, but if......

Words: 1776 - Pages: 8

Boston Beer

...1 The Boston Beer Company, Inc. Making a buck at craft brewing has been as easy as falling off a barstool the last few years. So Wall Street is now bellying up for a couple of IPO brewers. They’d better start chugging; the party won’t last long. The intoxicating roundup of offerings began in August when Redhook Brewing, a specialty beermaker started in Seattle by former wine marketer Paul Shipman and Starbucks co-founder Gordan Bowker, tapped the market. The stock was priced at $17, never traded below $24.75 and was recently at $27.25. Again, investors went on a bender last month when Pete’s Brewing Company hit the market. The stock, priced at $18 a share, closed its first day of trading at $25.25 and hasn’t sold below $23.75 yet. Boston Beer, of Sam Adams fame, will roll out in mid-December; the Northwest’s Hart Brewing, which makes Pyramid Ales, is not far behind. 1 Eileen Gunn Fortune Magazine, December 11, 1995 Company Background History Boston Beer Company (BBC) was founded in 1984 by Jim Koch, who was the sixth generation of his German family to become a brewmeister. During the early 1980’s, Koch observed the changing tastes of American beer drinkers toward more flavorful, bitter tasting beers which were offered initially only by import companies. Convinced by what he viewed as a compelling market opportunity and inspired by his family’s tradition, Koch decided to leave his $250,000 per year consulting job and start his own domestic beer company......

Words: 1542 - Pages: 7