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Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
4 / 949 |
Essay's paper body
It is a specific kind of customers that just can be loyal.
3. The failure: flop’s reasons
? Company’s perspective
? Product that didn’t live up to the macho and masculine values
? Break with the brand myth
? The company went too far
? Negative consequences in long term because this operation can increase sales in short term, but getting confusion to customers, decrease it il long term
? Quotation from Kevin Roberts, famous advertiser: “Mystery also doesn’t need hundreds of themed stores to push its brand extensions...
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There is an example of these ads on the Internet on this website: http://www.metacafe.com/watch/1244284/harley_davidson_cologne_smell_like_a_bad_ass/Advert.
On this video we can see an executive in an elevator with other persons. The executive has some perfume on his body, but executives are not really the kind of Harley’s typical customers...
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Harley Davidson Perfume Flop Paper
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