Midterm: Charleston Chew Candy

Charleston Chew bar is chewy, flavored nougat wrapped in a rich, chocolaty coating have made Charleston Chew an American favorite since its launch by the Fox-Cross Candy Company in 1922.

“Named after the Charleston, a popular early-20th century dance, the bars are available in strawberry, chocolate, and vanilla flavors. They’re frequently enjoyed frozen, offering the classic “Charleston Chew crack” as folks love to break them into small pieces prior to eating.” (http://www.tootsie.com/products.php?pid=115) Charleston Chew joined the Tootsie family in 1993. Five years later, the brand introduced Charleston Mini Chews, single-serving boxes of bite-sized, full-flavored versions of the original vanilla Charleston Chew.

“Nathan Sloane, who manufactured the Charleston Chew candy bar at his Everett-based Fox Cross Candy Co. for 23 years, died Sunday while visiting family in Newton. He was 97. (2006)….
Though Mr. Sloane did not invent the Charleston Chew, he did change the candy's original 1922 blueprint, chocolate-covered vanilla nougat, according to Stephen Brookner, his son-in-law and longtime business partner. In the 1970s, the pair introduced such flavors as chocolate and strawberry.”(http://www.boston.com/news/globe/obituaries/articles/2006/08/16/nathan_sloane_manufactured_charleston_chew/)

“Charleston Chews were one of the earliest candy bars to capitalize on the use of the freezer in a home refrigerator. Many a Charleston Chews lover has enjoyed their treat by freezing and then smacking it on a hard surface to create many bite-sized pieces.”( http://www.oldtimecandy.com/charleston-chews.htm)

The shape of the bar has changed a bit over time but the delectable ingredients taste just as great as they did over 80 years ago. Ownership of the company has changed several times over the years. Today Charleston Chews are made by the Tootsie Company.

Tootsie Roll Industries, Inc. is America's favorite candy company, manufacturing and selling some of the world's most popular confectionary brands. Beginning in a modest New York candy store with the Tootsie Roll's introduction in 1896, the Chicago-based company has grown to become one of the countries largest candy companies, with operations throughout North America and with distribution channels in more than 75 countries.

Tootsie's brands include some of the most familiar candy names: Tootsie Roll, Tootsie Pop, Charms Blow Pop, Mason Dots, Andes, Sugar Daddy, Charleston Chew, Dubble Bubble, Razzles, Caramel Apple Pop, Junior Mints, Cella's Chocolate-Covered Cherries, and Nik-L-Nip. They're sold in a wide variety of venues, including supermarkets, warehouse and membership stores, vending machines, dollar stores, drug stores, and convenience stores.

“Together, the Tootsie brands resonate strongly among every age group, culture, and demographic; for every occasion and event; and during every economic climate, qualifying them as truly enduring, iconic American confections.”( http://www.tootsie.com/about.php)

Till this day I love Charleston Chews. Frozen, room temperature doesn’t matter the taste is so sweet yet just enough chocolate to satisfy your craving. I especially like the mini Charleston Chews for when I go to the movies; they are just the right size to keep me munching throughout the whole movie and be completely happy even if the movie was horrible.

How they keep doing it:
“Combining a family-run corporate culture with a progressive management style that embraces an entrepreneurial spirit, Tootsie sets the industry standard at delivering the highest quality product at the lowest possible price, a robust yet efficient operations model. It invests in the most advanced and productive equipment, integrating operations whenever possible, in a constant effort to improve productivity.”( http://www.tootsie.com/comp_who.php)

Midterm: Secret Antiperspirant

Strong Enough for a Man, Made for a Woman

"Since 1956, Secret has been providing women the protection they need to take on life fearlessly — to live arms up. Today, we continue in our push to help women live fearlessly through innovation and inspiration.”( http://www.secret.com/deodorant-history.aspx)

Secret was introduced in 1956 as a cream that was applied with your fingers for underarm odor control. Although products have changed significantly since, this cream was truly innovative. Two years later, they introduced the roll-on, the spray followed in 1964 and the solid version in 1978.

“The driving force behind these early innovations was the principle that, yes, men and women have different needs from a deodorant, but a woman should never have to compromise how hard it works. The slogan "Strong Enough for a Man, Made for a Woman" embodied this ideal and grew to become one of the most famous ad lines of all time.” (http://www.secret.com/deodorant-history.aspx)

During the 1980s, Secret adapted the solid antiperspirant/deodorant from a round stick to a wide stick and introduced three new scents: Powder Fresh, Spring Breeze and Sporty Clean. By the end of the 1980s, Procter & Gamble was the premier manufacturer of antiperspirants/deodorants, and Secret was the leading women's deodorant brand.

Since the 1980’s Secret has been coming up with new ideas to keep consumers happy and to not let the competition steal anyone away.

“Secret Scent Expressions^® that to date has 11 unique scents including Cherry Mischief, Va Va Vanilla and Diva La Daisy—each designed to reflect your unique individual style while letting you change it up from day to day.”(http://www.secret.com/deodorant-history.aspx) This is a great way to let woman have different scents to describe their mood or over-all feel of that day. I think it’s a great marketing idea.

“At Secret, we've been innovating since 1956 and we will continue to do so, with our goal always being to give you excellent odor and wetness protection to help you take on each day fearlessly.” (http://www.secret.com/deodorant-history.aspx)

“Try as I might to find a "green" deodorant that doesn't have aluminum, in the end there are some risks apparently I am willing to take but smelling bad just isn't one of them.

Secret has worked great for me for many, many years. I am a scent lover but when it comes to deodorant, I really don't care. I'll get my scent fix with other beauty products and with deodorant; I just really want to avoid scents if you know what I mean.

I generally stand in front of the Secret section and pick out which ever scent is on sale. There almost always is one. Last month there was not which made my eyes wander... over to Dove.

I chose Dove ultimate go fresh cool essential cucumber & green tea scent. I am glad I did.

Here's what I like about Dove deodorant:

*The one click turning bottom to raise deodorant as oppose to the "wheel" that can raise it too high if you're impatient and get happy turning the wheel.

*The cucumber & green tea extract scent really is refreshing in the morning after all. (I don't notice it after I apply, just during but it really is nice.)

*The dispenser is made for my hands. Taller and narrower than other brands for easy pick up and handling.

*Dove really feels soft and smooth going on. (More so than Secret.)

*It works. This of course is the bottom with a deodorant. My days may consist of any combination of teaching, cooking, cleaning, kayaking, playing tennis, hiking, dancing, gardening or meeting writing deadlines. Every day involves chasing kids and dogs and if he's lucky, my husband. I need a deodorant that successfully hangs with me through my entire busy day.”(http://www.viewpoints.com/Dove-Dove-Ultimate-Go-Fresh-cool-essentials-review-f0588)

It seems from this viewpoint Secret may have some competition. If more companies start making “green” products there is going to be an uprising I think on whom consumers will turn to. Since everyone wants to go “green” apparently certain changes are most likely in affect.

Midterm: Johnny Cupcakes

“This didn't all happen overnight, and I didn't get lucky with some random idea– I got off my bum and did something with myself. My name is Johnny, and I make clothes with cupcakes on ‘em. Have you had your cupcake today?” (http://shop.johnnycupcakes.com/story/)

Johnny Cupcakes is not your typical bakery it’s a bakery of delicious cupcake t-shirts, accessories, hats, etc. I just recently heard about Johnny Cupcakes from my teacher Stephanie Laborde and now I just recently found out why this brand was so familiar. When looking at his site it dawned on me; the headquarters is located in Weymouth, MA, and for those who don’t know that is where I grew up. What a small yet mind-boggling world.

Customers like and appreciate the story and work ethic behind Johnny’s brand. He started this as a joke from the trunk of his beat up '89 Toyota Camry. A college dropout Free of drugs and liquor, he never partied but instead focused only on brainstorming and sketching up his wacky ideas. He turned down investors and took countless risks like keeping his shirts out of chain stores. Johnny chose quality over quantity.

“I'd rather have a strong brand filled with knowledgeable customers who truly enjoy and appreciate what I've created instead of making a quick buck– being just another fad. People like what nobody else has, and I love coming out with limited edition, exclusive shirts rather than mass-producing things. Once a shirt is sold out, I never produce them again.” (http://shop.johnnycupcakes.com/story/)

Johnny hangs out with his customers, talks to them, and he builds memorable experiences with them at his in-store events and through the little details that he put into everything." Paying attention to my customers and treating them as individuals just makes sense to me– I wouldn't be here without them!”( http://shop.johnnycupcakes.com/story/)

Most companies try to cut as many corners so that they can to turn a better profit.
Johnny does the exact opposite and pay very close attention to all the little things.
Without selling out, he has managed to build a multi-million dollar business, completely homegrown. And he has done it without going your typical route. No college education, no start up loans, no investors, no wholesaling or help from giant stores, and little-to-no advertising. He has managed to employ both of his parents, sister, neighbor, and all of his close friends so that they didn't have to work jobs they don't enjoy.“My untraditional way of going about business has led to a huge international cult following for my brand."(http://shop.johnnycupcakes.com/story/)

You'll see hundreds of dedicated people in line at his releases– even tons of people with Johnny Cupcakes tattoos! Most of his customers are repeat customers. Every type of person collects, understands, and appreciates his obscure brand– chefs, bakers, fashionable people, college students, artsy kids, thugs, indie rockers, designers, skaters, sneaker heads, food enthusiasts, and people of all ages.

EOC: Beech-Nut Apple Juice Scandal

“During the 1970s and early 1980s, the Beech-Nut Nutrition Corporation, with primary plant facilities at Canajoharie, New York, and headquarters near Philadelphia, was the second largest maker of baby foods in the United States.”(www.cofc.edu/~blocksonl/.../Case-Beech-Nut%20Apple%20Juice%20Case.doc)

“In the late 70s or early 80s, Beech Nut was involved in a scandal when it was discovered that the baby apple juice they were selling (and labeled as "100% juice") was actually sugar, water, and some flavoring.” (http://answers.yahoo.com/question/index?qid=20080729142334AAohfEN) That definitely hurt their reputation. But the scandal was long ago, and Beech Nut isn't even owned by the same parent company anymore.

“In the same time period that Beech-Nut was making their cost effective decisions, a series of accusations would arise concerning adulteration processes taking place within the apple juice concentrate business. Consequently, in 1982 an investigation by the Processed Apples Institute revealed that a company called Food Complex had omitted apples from its product altogether.”(http://socyberty.com/crime/the-beech-nut-apple-juice-scandal/#ixzz0v1Qpe2Gj)

This company which started a s a meat packing company clearly was excuse my “French” Mentally Confused because you are discarding the main ingredient and harming beings that have no control over what is fed to them.
I think what this company has done is unthinkable to even try now. I find it ridiculous that it took years for an investigation to be conducted. If I was working there I don’t think I would be able to keep my mouth shut that is if I knew what was really going on. They wanted to make money and be a leading company in that specific market, but by short cutting their way they inevitably forced the company to ruins.

EOC: Excercise Ch. 3

Most designers and merchandisers that have an established name have been working for a while in the retailing, manufacturing, or design industry. Identify someone who you feel reflects the type of fashion brand you would develop and write a 500 word essay on his or her career. How has each of that person’s experiences helped them develop a successful brand? What do you think the future of their brand will be?

Preonza Schouler

This modern luxury label offers an edgy, youthful take on upscale dressing. The design team of Lazaro Hernandez and Jack McCollough—media darlings and self-proclaimed “dorks”—has only been in business since 2002, but the duo has already enjoyed numerous hit collections, and a rep as one of fashion’s most talked about labels. Hernandez and McCollough met in design school, worked with Michael Kors and Marc Jacobs respectively, then partnered on their graduation project. The rest is history. It helps that their talent matches their hype and that their collections showcase technical skills usually reserved for much older designers."Initially popular for its modern interpretation of bustiers and corsetry, the line features tailored coats in lush menswear pattern prints, sleek pencil skirts, color-blocked chiffon evening gowns cinched with satin belts, and tight, minimal silhouettes that often come in dark neutrals like bronze, battleship gray, and military green.” (http://nymag.com/fashion/fashionshows/designers/bios/proenzaschouler/)


“Their greatest strength is their appreciation of the construction of clothes: the tailoring, the linings, the seams—all are done perfectly, and that's what makes them great.”
—André Leon Talley New York Magazine

“The designers behind the collection, Jack McCollough and Lazaro Hernandez met in 1999 while studying at Parsons School of Design. The brand name comes from both the designers' mothers' maiden names. Their senior-year collaboration at Parsons was a great success and the duo decided to establish their own label after graduating in 2002. Jack McCollough and Lazaro Hernandez have been very popular ever since that time."(http://www.kosmix.com/topic/proenza_schouler)

These two designers were very soon seen on the pages of Vogue. They got loyal clientele following with their delicately created modest silhouettes. The creations are in muted colors, crafty layering, and slight sexy. Proenza Schouler clothes are very popular with the chic city girls. “Proenza Schouler has been awarded with the CFDA Perry Ellis Award for new talent in 2003 and the CFDA Womenswear Designer of the Year Award in 2007. This contemporary brand provides a smart youthful take on fashionable dressing. Typically Proenza Schouler creations are youthful and sporty with intermittent contemporary touches.” (http://www.kosmix.com/topic/proenza_schouler)

McCollough had worked as a glassblower for some time and Hernandez had planned to be a doctor, before joining the world of fashion. In 2007, the Valentino Fashion Group bought up a 45 percent stake in the company. The designer duo sealed a shoe deal with Vicini SpA/Giuseppe Zanotti for spring 2009. Their talent lives up to their hype and the designs showcase a technical skill, which is generally seen in more mature designers.

I love this brand and how they got their start. They worked from the bttom form school and were on the documentary called “Seamless” that showcased 10 designers trying to with the grand prize of $200,000.00. They won. I love that they even say “We can’t even afford our clothes” (http://www.huffingtonpost.com/2010/07/29/proenza-schouler-we-cant_n_664087.html)

Even though their brand is high end they still can’t afford their own brand. It shows me that they want to make money and creative luxurious things but they still won’t ever be able to afford it . Reading between the lines it shows to me they can make great garments but don’t wish to become a label “junkie” and spend all their hard earned money on clothes that they can make themselves. Also I just love their honesty.

EOC: Discussion Questions Ch. 3

1. Is Ralph Lauren a designer? Why or why not?

Ralph Lauren is not the typical designer, he is a merchandiser. He is the conceptual genius behind hid brand. He doesn’t sew, make patterns, etc. He is a visionary and he dreams up his ideas that range from all over the spectrum.

2. Where did Ralph Lauren work prior to working for himself? Why do you think this experience was beneficial to his career?

He worked for Rivetz, a Boston- based tie manufacturer. He was an ok salesman but his appearance management made him stand out. He utilized self-promotion as a way to stand above his peers and get the attention from clients. This was a great way for him to network and he realized building relationships was essential to creating his own brand.

3. Currently, how many divisions does Ralph Lauren operate under his name? Can you identify the target market of each division? Are they homogeneous or diverse?

The apparel is divided into a dozen lines. You can identify the target market with each line. He designs his clothes that way that it appeals and caters to those specific consumers. I feel they are homogenous but slightly diverse. You can distinctly tell who the designer is but you can also tell that it may not be part of the Polo label it may be the RLX label.

4. What is your favorite division of Ralph Lauren? How does that division emulate your personal lifestyle?

I have no favorite division of Ralph Lauren. I find his designs boring and have no style and they are boring.

5. How has Ralph Lauren built on his original brand to create an empire and an almost unparalleled career in fashion? Can you think of someone else who compares to him?

He is a visionary. He crates something beyond face value. His success keeps flourishing because of his ability to network, think creatively, increase public awareness, strategy, and most important a focus on a clear vision for the brand.

Midterm: Fisher-Price Brand

• Identify four well-known brands
• Analyze a well-known brand in terms of customers, competitors, identity and position in the marketplace.
• Illustrate the way in which a well-known brand creates and cultivates a “community” centered on the product.
• Chart the development of a well-known brand, which has been sold in the U.S. for more than 20 years. (Midterm)

Brand: Fisher-Price
Company Perspectives:

“Our mission is to support today's families with young children, through a breadth of products, including toys and children's products that make early childhood more fun and enriching.” (http://www.answers.com/topic/fisher-price)

As the most trusted name in quality toys,
Fisher-Price® has been helping to make childhood special for generations of kids. While there still loved for their classics, their employees’ talent, energy and ideas have helped Fisher-Price keep pace with the interests and needs of today’s families. Now they have added innovative learning toys, toys based on popular preschool characters, award-winning baby gear, and numerous licensed children’s products to the list of Fisher-Price favorites. (http://findarticles.com/p/articles/mi_m0BDW/is_n6_v39/ai_20303414/)

Fisher-Price Inc. is the world's largest preschool products company. Fisher-Price has dominated the infant and preschool toy market for over 60 years and has become known for the high quality and durability of its products. Wholly owned by Mattel Inc. since 1993, Fisher-Price consolidated with other divisions of its parent to make up a single, massive marketer of toys principally for children under the age of five. Some of its best-known products include Little People playsets and Power Wheels ride-on toys. It markets several licensed toy lines, such as Sesame Street products and Disney.“Fisher-Price has outstanding brand name recognition and customer loyalty. The company operates as an umbrella over several Mattel units: Fisher-Price, based in East Aurora, New York; Tyco Preschool, based in Manhattan; and Mattel's Preschool unit, based in El Segundo, California.”(http://findarticles.com/p/articles/mi_m0BDW/is_n6_v39/ai_20303414/)

In the face of major competition, Fisher-Price has become very aggressive in ad support for all its products,' Fisher-Price's director of advertising Robert Moody said, “reaffirming the company's commitment to advertising of over 75 of the new and existing toys in its line on a year-round basis.” To support its new plan, Fisher-Price increased its ad budget by 90 percent to $50 million in 1986. “Fisher-Price® has a long tradition of corporate giving and is committed to the communities surrounding its headquarters in East Aurora, New York. Over the years.

Fisher-Price has supported initiatives ranging from playgrounds, music and arts appreciation, and education, to children’s hospitals – placing special emphasis on charities that serve children from birth to six years of age.”(http://www.answers.com/topic/fisher-price)

Fisher-Price has been around for over 60 years and they still keep coming up with great innovative ideas but one quote which I simply fell over with was “F-P wants to augment its position as the "Dr. Spock" of toys,” I think this is a true statement, because if you want to be the lead you got to be knowledgeable and we all know Dr. Spock was very intelligent. I think it’s a fun statement and also a truthful one. (http://www.fisher-price.com/us/hr/aboutus.asp)