Estée Lauder PR campaign strategy

The first thing that a marketing manager must do is to choose and extract from the existing product range , those products which satisfy the quality defined for the creation of a brand and have the potential to become an iconic product. If they don't exist, new products will have to be created or those which have existed will have to be perfected. These products and qualities, identifiable in iconic products, must be advertised by a range of media. Satisfactory marketing is the key to giving meaning to the other variables in the process of creating right conditions. Through the use of of a variety of different marketing tool, it is possible to emphasize the different tangible and intangible values of the brand. Each different one will have more power or be more suitable for communicating the different qualities of the brand.

An important aspect of marketing is merchandising, understood the technique of choosing the location and method of displaying and representing the product in the shop. Iconic product should be given well-separated positions in order to communicate their features and emphasize their advantages, not to mention assisting the customer in the selection and purchasing process.

In the case of markets where the brand is much less well-known, on the international scenario, for example, the order of relevance where the aspects are placed can be inverted. In the first place, it will be important to advertise prestige , followed by quality, then the style itself, the value and service. To support the personality of the  brand, it is of interest to define the parameters of a personal advertising style. But of all the marketing tools, the most powerful and most the definitive one is the backing by, association with, trend setters-individuals whose recommendations or prestige is valued by our target audience. When this happens, it is echoed by huge sound, the communication media, particularly the world's fashion, society pages and publications like newspaper or facebook.

The multiplier effect of the fame of a brand is exponential if the celebrity is correctly chosen and the campaign suitable. The power of recommendation and conviction of an opinion leader increases the impact and the penetration of the advertising. The perfect celebrity is someone characterized by a real quality, someone who matches the Unique Selling Proposition(USP) of the brand, so that the advertising has the maximum impact in the desired direction.

Lazer Trek Sports

On 29th of April, 2012, QUT Taiwan alumni held lazer trek events in Taipei city where the unique and distinctive place for recreation and friends reunion in happy hours on Sunday. Everybody was ready for the contest regardless individual or team games after some alumni met up in Mr.Brown coffee shop for lunch and sharing daily lives with one another. The coach in Lazer Trek game center was superb with the service to ensure balanced team members for the next 3 rounds games he provided. Everyone played it one time, and afterwards he scored the result and announced it via score card. He was not only passionate but also well-trained in instructing lazer games regulations. Each of us acted like overgrown children in a virtual battleground. Within two hours' experience, we drank lots of water from getting dehydrated and thirsty. The Vampire game gave us a professional training in lazer guns maneuver as well as there were 3 kids vampire shooting us when they appeared and disappeared in a quick movement under twiligt surroundings.

There were alumni plus three children in our squad against the opponent in a new game rule later. I could not remember where they were from but their parents just watched their kids playing with us. In the indoor room, we just ran and shouted a lot with surprise and excitement as we bumped into or approached other shooting gamers with lazer guns. It was healthy and positive sports with friends instead of lazily becoming potato couches day by day.

At last, we were together in photos for memories and witness of being alumni. It was quite worthwhile to study and have not only international friends but also Taiwanese alumni in Queensland University of Technology as I experienced and enjoyed relaxing life in Brisbane, Queensland state and other parts of Australia.

Life Lessons from Steve Jobs

After reading the book, I reckon what he had said that someone will be dead soon is the most efficient tool which helps persons make the big and vital choices in life. The reason is that almost everything--- all external expectations, all pride, all fear of embarrassment or failure--these things just fade when persons face the death while leaving only what is truly important. Remembering that people are going to die is the best way to avoid the trap of thinking people have something to lose. You are already naked. There is no reason not to follow the heart.
Steve has done the best on earth through Apple Inc. Now Apple users hope that the world will give Apple Corporation enough time and space to put Steve Spirit a different ding in the most important part of innovation and consumer electronics market.Staying "hungry" and "foolish" with those Steve loves most. Let's "trust that the dots will somehow connect in the future" while we continue to live each day as if it were our last. So, asking myself, 1. Have I found what I love to do in life? 2. Do I have the courage to follow my heart and intuition? 3. Do I say goodbye before it is too late to say it?

Aowanda and Chingjing Farm Trip

Aowanda Forest Park was my first stop in Nantou county on 3/3, 2012. This was one of the most moved and emotional areas I have ever traveled in Taiwan. I spent a few hours in strolling the trail past the Forest Classroom, Strongman Slope, Bird-watching areas and Pine Tree Zones. On that weekend, there are few visitors coming around over there because of that day was a normal working day for most of people in Taiwan. As I was across Aowanda Suspension Bridge, I was excited to see that long and high construction. It was worth visiting the scenery where it was beautiful and magnificent view in a forest park. The nature of Aowanda Forest Park is for relaxing and connecting with fresh atmosphere as friends would like to be there. On the second day, I went to Chingjing Farm which is a natural pasture area. Green Green Grassland is a place for sheeps, goats and horses wandering around. Most of visitors came by to take photos with the herds of sheep gathering on the green slopes or appreciated or watched sheep shearing entertainment show. The host’s name called Mr. Grant from New Zealand can speak funny Mandarin introducing what he was going to do and interacted with the audience more actively and loudly big hands. He picked one sheep for positive bid with one viewer for auction but it was not really that thing, just for fun. After that, he started to sheer that sheep in a short time. The sheep was almost naked without any fleece and audience can even touched or patted on sheep’s fleece. Horse show is also one of popular and welcoming shows in Chingjing Farm. Visitors can have a close watch at special varieties of riding shows performed by horse-riders. Hiking along meandering trails in Chingjing is a relaxing and pleasant way to appreciate the natural beauty of Chingjing Farm. Along the pasture and grassland, enjoy fresh air and feel time-passing.Carton King restaurant was a place for lunch time. I found it interesting on the way to Huang Fruit Accommodation. It combines a restaurant and a gift store in a way of card board. It is very innovative ideas that everything was almost made of cardboard such as plates, cups, bowls or even chairs and walls. In a gift shop, there is a Eiffel Tower made of cardboard. The flavor of food was acceptable and the unique idea made the meal unusual. The small Swiss Garden is famous for its European atmosphere and surroundings. Wind mills and various varieties of plants covering the garden. In addition, there is a shower show performing vividly with classic music.In Feng Chia Night Market, I had shrimp sticks, steamed sandwich and braised food. But the key point was that memory of University Life came out in mind and time passes quickly all the time for every life phase and stage named life circle.

Seoul Semiconductor LED Marketing Report(The World&Great China)

Executive summary
1. Immense Growth for LED market (2011)- $12.8 billion USD vs. $10.28USD in 2010
2. LED Lighting Market Growth (2011)-2.18 billion USD vs.1.36 billion USD in 2010
3. From 2013 onwards, any further significant growth in the LED market must be driven by general lighting application
4. Lighting applications are forecast to grow steadily and strongly. From 2009 to 2010, the forecast revenue CAGR (Compound Annual Growth Rate) in 32% and the unit shipment CAGR 59% shipment will grow from fewer than 1 billion units in 2009 to over 20 billion units in 2016.
5. Market growth will be led by application where a payback period of electricity or maintenance saving are important, particularly street lights and refrigeration, retail and other commercial applications.
6. Nichia was still the leading LED suppliers in 2009 and 2010 by revenue. However, for established suppliers to the merchant market, Cree & Seoul Semiconductor had the most impressive growth.

Total World Market for LEDs (by region)
1. In 2010, the LED’s market grows 60% to USD$10.2 billion (vs. USD$6.1 billion in 2009)
2. Thanks to big penetration in TV (+USD$2 billion), as well as economic recovery and greater LED use in computers (+USD$0.9 billion) and lighting (+USD$0.5 billion)
3. APAC market is dominating nearly 70-80% over the world until 2010.

Total World Market for LEDs (by product type)
1. The fraction of revenues for standard LED’s is steadily falling while that of InGaN is in increase.
2. Reasons of growth: InGaN LEDs are increasingly able to meet demand in applications which require white or brighter light and these applications are growing rapidaly.

World Wide LED Lighting Market Overview
1. Revenue average from market report in 2011: USD$2,175 million
2. CAGR(average):43% (Year,2010-2014)

LED Business Environment in China
1. The China government dominates semiconductor and lighting industry in order to launch varieties of policies and lighting standards2. Global LED enterprises will plan to go into China market, especially Taiwan LED enterprises are developing LED business in China faster.

Marketing Strategies from Seoul Semiconductor in Shenzhen
1. Besides dispatching SSL employees, Daewoo International Corporation has rights to pursue potential LED customers
2. Follow up potential customers
3. To maintain current customers
4. Guandong & Beijing Corporation establishing
5. Certain good products to China Lansheng Daewoo
6. business+ technology
7. To use relationship to develop new channels in China market
8. SSL 100% technology support

Strength: LED needs increase , AC LED develop
Weakness: Lack district management
Threat: LED industry competitive, Localization, Transportation cost
Opportunity: LED needs increase, AC LED lighting benefits increase

Working in Daewoo International Taiwan Branch

Daewoo International is conducting eight major business activities, such as steel, metal, chemical, automotive& components, machinery &industrial plants, media& electronics, textile and commodity& energy division. Eric is in charge of machinery & industrial plants in Daewoo International which operates a global network of over 120 offices to offer clients and traders around the world and I work in Taiwan branch office now. Through the network link, we connect suppliers and purchasers or project owners in 165 nations in more than 4, 000 product items for export and import, tri-lateral, multi-lateral trade or special trade programs. Daewoo Brand fast evolved from domestic Korea's leading traders into a global name as a comprehensive trading organization dedicated to a global trade organization. For now, Daewoo International staff continues to diversify and improve all kinds of programs for smoother and more efficient global business activities and cooperation. As trade projects become intensively sophisticated and complicated, professionals including me are standing by to offer professional programs and projects tailored to meet all types of organization's demand, regardless of volume of trade involved.

International Trade Function
1. Information Gathering& Sharing
Daewoo International Taiwan Branch Office, with its highly sensitive trade network, access the latest in all trade information to provide clients with expanded trade and marketing opportunities. The network around the globe includes up-to- minute information as required on everything from the cost of raw materias to trade process and regulations in each nations.

2. Project Organization
As a trade project organizer, we operate domestic and gloabl network and our extensive portfolio of contacts around the world in every area from feasibility and planning to consulting and project financing which augment the efforts of Daewoo professionals who own a solid foundation of extensive experience and expertise. By the use of marketing, finance, project organizing competence and trade experience with technical manufacturers, we have unlimited capabilities.

3. Resource Development
Being aware of the growing prominence of resource development projects such as Australian Whitehaven Coal, we utilize global network and trading capabilities in a host of investment plans around the world regardless of thermal coal, uraniun, natural gas and so on. We have reaped continuing benefits from development investments in gas exploration and coal trading and from development projects in several nations.

4. Division Activities
4.1. Steel Division
The steel division majors in hot-rolled steel, coated steel and pipe. Hot rolled steel products are first stage steel products such as hot-rolled steel coils, pickle& oiled steel, plate and wire rod. The steel division's advantage is the combined efforts of Daewoo International's 54 overseas branches, 40 steel specialists at head office. The system guarantees speed and efficiency in meeting any kinds of requirements in the world.

4.2. Metal Division
The metal division handles a huge range of raw materials including steel scrap, pig iron, slab, bloom, billet, tin plate, galvanized iron, deformed bar, wire rod, round bar and etc. We offer all of these through expert sourcing systems with mills and specialty manufacturers around the world. We maximize synergy effect by expanding and strengthening relations with suppliers in export and import or tri-lateral trading programs.

4.3. Chemical Division
The chemical division offers extensive product including detergent raw materials. It has been long business to pursue long terms relationship with Formosa Plastic Corp in Taiwan. We can provide customized service both to manufacturers and customers when it comes to PVC, PTA, carbon black and pitch, SBR or agrochemicals and pharmaceuticals and so on.

4.4. Automotive &Components division
The Automotive& Components division includes O.E.M clients such as renowned vehicle manufacturers as the Big 3 in the USA, Volkswagen and Fiat in Europe and Suzuki of Japan. We also offer level 1 manufacturer in those areas and other auto makers in China, Southeast Asia and Middle East with highly competitive and high quality products on a regular basis. We operate worldwide system of product development offices, components engineering offices and professionals in order to users with high quality, Just-In-Time system delivery in meeting diverse demands for vehicle components.

4.5. Machinery& Industrial Plant Division
Machinery& Industrial Plant division specialize in plant categories with our wealth of expertise and experience. We function as a project management organizer in power generation, steel and environmental control plant projects, providing technology and financing where required. We participate in direct or indirect investment for project financing in certain programs. Additionally, we have an established reputation in supplying ship-building, railroad cars and port& harbor facilities. In defense industry facilities, we both offer software and hardware. Daewoo International's overseas branch offices play a significant role in conducting feasible studies and marketing programs. We contribute our project organizer capabilities to IT era to guarantee clients' satisfaction.

4.6. Media & Electronics Division
The media& electronics division includes electronic goods as digital satellite receiver, color TV, DVD player, ADSL modem , mobile phone and telecommunication equipments (FAX, DECT, FRS), amplifier &repeater, video phone and so on. In addition to providing products, we are promoting involvement in systems integration as we think ourselves as specialty trade center in telecommunication products and projects.

4.7 Textile Division
The textile division includes men's shirts, pants, ladies blouse and sleepwear and a spectacular spectrum of sewn garments. The global network keeps us abreast of the latest production technology as well as the latest marketing information to pioneering new markets. The goal is to aim at greater sales efficiency and profitability.

4.8. Commodity& Energy Division
The commodity &energy division intend to supply stable and excellent chain systems. The core trade products include rice, corn, other grains; frozen pork; other frozen fishery products, cement and related products such as slag or slag powder. In addition, we have invested in crude oil recently and liquefied natural gas exploration. In the future, we will plan to increase profitability in overseas resource development projects.

5. Daewoo International Experience
I am having project management experience in Daewoo International now. The reason why I am in Daewoo is to learn professional marketing capabilities and project management practice that reflect personal wealth of global vision and prospect. In addition, the global knowledge management system provides partners with total confidence in project management aspects, resource development and international trade. With the spirit of creativity, challenge and trust and cooperation, I am looking forward to positioning me as a trade specialist and project organizer in the coming future.

Social Media and Green Marketing

1.0 Introduction

Traditional media does not lend itself to niche types of marketing trends nor does it support narrow marketing messages. This is why traditional media forms such as television, print and radio are often termed as mass media and also why many industries or market segments have difficulty having their messages heard in mass media channels. However, over the past decades, the development of social media has engendered a new channel for marketing the narrowest of messages such as green marketing. Firms that are concerned about sustainability, social responsibility and environmental balance in one respect or another are those that are involved in green marketing (Pujari & Dangelico, 2010; Lee & Chen, 2010). Social media provides the perfect marketing channel for green marketing because these two phenomena share a set of core values and principles that are sympathetic to one another.

2.0 The Social Media Phenomenon

The social media phenomenon of the last decade is really a phenomenon that has its roots in the underlying principles of the Internet and the World Wide Web (Web). The Internet is really responsible for fracturing the mainstream media and for providing the basis for diluting mass media channels. Essentially, what the Internet accomplished was that it allowed virtually any individual or entity to become a publisher of some type in print, video or voice or even all three (Berners-Lee, 2006). Since the Internet’s earliest inception, a few individuals found that they were able to network with other individuals who were like-minded or were involved in similar industries or with similar interests. As the Internet developed and when the Web became more widespread and accessible in the early 1990s, the tools to publish websites began to democratize beyond the relatively few technophiles that had access to the Internet prior to the Web (Ruotolo, 1998). This democratization of the Web was facilitated by technology which tended to lower the barriers to web publishing and the tools to post text in the form of web content, web-logs or blogs and in chat rooms evolved into the ability to stream voice and video (Blogging, 2008). Once these tools became widely available, the true capacity of the Web as a social and cultural force became apparent.

Social media is really just a continuation of these early and developmental capacities of the Internet and the Web. While the early Internet and the Web comprised what was referred to as the Web 1.0 in which communications tools such as email, chat and web postings allowed for individuals and firms to publish content in a mono-directional manner, social media rests on an Internet and Web platform referred to as the Web 2.0 in which these functionalities are combined with unique Web-based applications that support inter-activity and sharin (Cashmore, 2008; Tyler, 2002). That is, social media not only encourages but facilitates community building. This is community building in which individuals and entities are allowed to identify, contact and interact with others that share their values, opinions or beliefs. Social media platforms are those such as Facebook.com and Orkut.com among many others that are focused on social grouping and communal interaction.

The quality of interactivity and meaningful feedback is one that truly defines social media. In mass media communication, the flow of data and information is primarily outward towards the audience with no opportunity for establishing a feedback loop (Chang & Wang, 2008). However, in social media platforms and through the social media process, feedback loops are critical. Individuals and entities engage with social media because of these feedback loops and information, one type or another, moves constantly back and forth from one party to another. In this respect, social media as a phenomenon is comprised of several different categories. For instance, social media consists of social networking in which various web applications such as Facebook, Myspace or Orkut support the interaction between individuals; social bookmarking is an activity supported by social networking sites as well as sited dedicated to social bookmarking such as Digg in which users constantly share news, websites and similar items of interest with the members of their communities; social gaming where players are able to play online games with others who are actively engaged in the same game simultaneously; and finally there are social wikis in which individuals or groups act in unison to build and maintain some type of publicly accessible database such as Wikipedia (Capel & Johns, 2010; Losinski, 2007). Clearly, social media is a concept that is primarily concerned with removing the boundaries to open communication.


3.0 Green Marketing and Social Media

Green Marketing and social media tend to go hand in hand for a variety of reasons. Primarily though, green marketing and social media are so sympathetic to one another because they share a set of core principles regarding purpose as well as form. For example, companies that are focused on sustainability in some respect and social media platforms are focused on the following: a) achieving transparency in communications between all parties, b) communicating with meaningful but brief messages, and c) sharing a desire for not just interaction but for influence (Scott, 2008; Dimaggio, Hargittai, Neuman & Robinson, 2001). These shared principles empower entities that are focused on green oriented messages with the capacity to develop their message but more importantly to establish a relationship with the members of their shared communities. Sustainability in almost all aspects and across virtually all industries is a concept that requires transparency in order to be successful as well as widely adopted. It is difficult for the members of a community or network to embrace a green message if they lack faith that the entity in question is actually adhering to its own principles.

Yet, social media offers those with green marketing messages and endeavors a set of clear and well-defined strategies to make these efforts heard and accepted. Green marketing messages are not effective if one simply posts them on a website and hopes others to read the message or posts a video of a spokesperson explaining the message. Rather, social media is effective as a green marketing platform because it accomplishes a mix of the following (Blogging, 2008; Chang & Wang, 2008; Capel & Johns, 2010):

· Provides insight into current trends in sustainability and environmentalism by allowing parties to search keywords and terms across social platforms to find out what people are actually saying and thinking regarding an issue

· Provides venues such as blogs, videos and podcasts in which green practices or, alternatively, practices that lack sustainability can be brought to the public’s attention

· Provides a platform upon which entities and individuals can become an advocate for change and improvement by working with other organizations and bureaucracies

· Provides a platform for organizing events and disseminating information such as hosting webinars or seminars that are broadcast across the Web

These and other strategies supported through social media applications and principles have allowed green marketing to flourish in a manner that would otherwise have been deemed impossible. As mentioned previously, in the era of mass media and mass communications, there were significant barriers to developing an audience. Mass media channels are, by definition, large and monolithic in character. Mass media channels are channels of communication in which the stream of information is broadcast to everyone through an architecture that is limited in terms of capacity and size (Montgomery, Rennie, Brennan & Hartley, 2002; Mehta, 2005). For instance, while television may be fragmenting into numerous smaller channels broadcast on cable, digital satellite and even the Web, it was once dominated by several large networks in each major market. Thus, these operators controlled access to mass communication through price-setting as well as in-house censorship disguised as the editing process (Cooper-Chen, 2005). The result was that entities with niche messages that were limited by funding concerns or with messages that were viewed as somewhat controversial were largely ignored by the mass media. Thus, while green marketing can still make effective use of mass media channels, with the rise to prominence of the Web 2.0 and social media, green marketing simply does not require mass media anymore in order to have its message heard and adopted.

The natural symbiosis of the Web and social media in particular and green marketing is apparent by the sheer number and size of the firms that are taking their green messages to social media platforms. The automotive industry has begun to shift most of its green marketing efforts to social media platforms and venues. For instance, in the United States, the automotive firm General Motors developed its own microsite or wiki that it terms “Chevy Voltage” in which it hosts a blog, videos and photographs of its new sustainable electric vehicle, the Chevrolet Volt (Parekh, 2010). What the automotive industry has learned is that consumers rely on each other for information as well as feedback regarding trends, styles, and important social issues. Consumers who share the same values and belief system that the firm’s Chevrolet Volt is eco-friendly and built on a sustainable energy platform but rather will trust the opinions of those who own one and who choose to discuss whether it actually fulfils the manufacturer’s claims.

In other words, green marketing via social media is not structured in the same manner that green marketing would be in traditional media channels or in the way that any marketing would be in traditional media. Traditional media communications are all concerned with structuring and controlling the message whereas green marketing through social media is about creating a topic and then allowing the message to develop among the audience itself as readers comment on blog posts or rate videos or similar activity (Mehta, 2005; Burrows, 2008). Green marketers must be willing to control the message and allow the market to develop and then disseminate that message. There is great risk associated with this type of social media marketing but the potential rewards are so much more powerful. This is because social media is word-of-mouth advertising on an exponential basis and green marketing messages are poised to take advantage of this quality in a way that other general marketing-oriented firms are not. Many firms have realized that formulating green marketing topics are most successful when they are based on real actions such as when a business decides to use sustainable energy sources or to change to green production practices despite added costs to do so (Finora, 2010). By starting a social media conversation regarding this type of business decision, the actual act of the company becomes the topic of the green marketing message as members of its community and their own individual shared communities recognize this act as being legitimate.


4.0 Conclusions

Traditional media used to serve as an effective accountability agent for entities operating in both the public and private sector. As the number of media outlets in traditional media have continued to decline and fallen into ever-larger corporate conglomerates, these outlets serve this purpose less and less (Blethen, 2004). Social media has adopted this character of public accountability of the media in the spirit that traditional media once did. Green marketing and messages that relate to sustainability and corporate social responsibility have found an effective platform for disseminating their message in a fashion that not only amplifies their message but being also extremely cost-effective. Firms, entities and even individuals that are focused on green marketing messages are often limited in terms of resources available that they can commit to their marketing efforts. In this fashion, green marketing and social media are well-suited to each other.

Social media as a communications and marketing platform is itself a sustainable and socially responsible medium. Social media is a communications platform in which the social media firms are fundamentally based upon a sustainable business model that is able to take advantage of economies of scale in which the cost of reaching 1,000s of individuals is virtually the same as the cost of reaching a single individual (Walker, Gountas, Mavondo & Mullins, 2009). Because of this unique quality of social media, green marketers are able to legitimize relationships with each member of their target market. This relates to the approach that green marketing takes with respect to social media which is that green marketing on social media platforms allows green marketers to focus on why they want to establish a relationship with their market rather than on what they want to communicate. Thus, green marketing and social media benefit from their shared core values as well as their emphasis on sustainability.