Research Korner: Brand Labeling Examples

Group Assignment for Marketing

We have a group assignment for marketing and have specific sections that we have been assigned to complete. The topic we have chosen is "Apple Computers". I am required to complete the following sections of the assignment: 2. Situation Analysis Research all the facts and information listed below. Then cut away the unimportant information and get down to the real basics of the plan. In terms of content the following points should be covered or at least considered: a) Relevant history of the product/brand: Organizational mission, what business are they in, what are some key objectives? b) Marketing Environment: Identify and describe major changes occurring in the organization micro- and macro-environments and how these are affecting its performance, operations, customers, etc. What opportunities or threats are exposed? Discuss only those environments that are relevant to your product/brand. e) Competitor Analysis: â€¢ Direct and indirect competition â€¢ What are the strengths and weaknesses of the direct competitors- think in terms of product, price, promotion and distribution? â€¢ Who are likely to be the major competitors in the future- what replacement products may threaten the future of the product 4. Marketing Strategy Outlines the broad marketing logic by which the business unit hopes to achieve its marketing objectives. It includes the following elements: a) Select Target Market's): Describe general characteristics and needs of the target market's). Why does this target market's) have the greatest potential? Here is where you outline in general terms the demographic and psychographics of the target market, identify whether they are present users, users of competitive products or non-users in the product category. You will also want to support your recommendations for selecting this particular segment of the population here. b) Develop Marketing Mix to meet needs of each target market selected: Outline specific strategies/recommendations for each marketing mix element. Keep in mind that your recommendations should relate to the marketing objectives and be designed to achieve those objectives. ** Don't forget that this section is worth 50% of all the project marks!! â€¢ Product strategies â€“ what are your recommendation concerning packaging, branding, labeling, extensions, product line length, width, depth and provision of augmented aspects? â€¢ Pricing strategies â€“ what will influence your pricing changes in the future, what price adjustments may be beneficial, what type of product mix pricing strategies could boost profits? â€¢ Distribution strategies â€“ how intense is it currently, where do you want to be? Is it direct, or indirect, or dual â€“ and how can this be adapted to penetrate markets in the future? â€¢ Promotion strategies â€“ where should promotional expenditure be concentrated? PR, Advertising, Sales Promotion, Personal Selling, Direct communications? Why? â€¢ Also, detail how strategies will be turned into specific action programs: what will be done (activity), when will it be done (target completion date) and who is responsible (responsibility)? In question 4 "Marketing Strategy" we have to report on how future trends or inventions contribute to the following four strategies. Product Pricing Distribution Promotion The possible future invention that we have come up with is, the ability of Apple computers to one day have the knowledge and technology to make the consumer a cup of coffee. The section in which I have been allocated to comment on using this example is "Product Strategies". Credit:ivythesis.typepad.com

Group Assignment for Marketing

We have a group assignment for marketing and have specific sections that we have been assigned to complete. The topic we have chosen is ...

Brand Association In Retail Sector

BRAND ASSOCIATION IN RETAIL SECTOR         Brand Association could mean different thing to different customers. Brand Association can be anything that connects the products or services in the minds of he customers that can stimulate their perception to think or remember the product for example a yellow check mark is a Nike products, the symbol of golden arc is easy to remember the sign of McDonald fast food, and you can easily recognize a Mac book because of its apple sign. These are some of the brand association that is perceived by customers because they often seen or heard such products and it stimulates in their mind. Brand association can also be a color when you were passing by on the street and you see a color blue, red and white stripe fences you may think about going to the grocery before going home to buy some Pepsi. Brand Association does not necessarily create sales but it helps customers to recognize the difference of which product they would prefer if they have to choose or it subconsciously stick to their mind that this is about the product if they were in the grocery even if they would never prefer the product they would choose it instead of a generic brand.       The organizations does not necessarily intend to associate a certain product if for example they use a popular celebrities like Kenny Rogers who use to own part of Kenny Rogers Roosters creates and remember his famous songs when people visit their stores. All the songs of Kenny Rogers also helped people to remember their stores or vice versa although they do not necessarily prefer their food and the songs of Kenny Rogers. Brand association are formed and discovered by people because of advertisement when they often seen the products on TV, radio, print ads, internet and other media. It can also be passed on through word of mouth association or brand preferences, when organizations think about developing the product they also thought about how the customers are likely to relate to this products knowing that customers are likely to put their shoes on the products.        Budweiser “the king of the beers” make believed that customers especially men are king and they are proud to be king, while Marlboro says “come to where the flavor is” and every time a man smoke about cigarette they would think about the flavor but not necessarily they prefer the brand. As you can see brand association in a retail sector can be intentional or unintentional but organizations take advantage of the opportunities if it creates a positive effect on their brand. Brand association can also be perceived by people through price and quality if they have found a product that is economical in price and quality they are likely to think and prefer about the product, this in itself makes the company very sufficient and stable in their marketing position and usually price, economy and quality is related to fast moving consumer goods including products in the groceries and supermarkets. When budget is involved in their buying decision it is easy to point products that are light on the budget. The letter U brand symbol of Unilever and P& G logo of Procter and Gamble is easy to associate in their product even if it comes from other countries with Japanese or Chinese tags as long as customers can see their logo they can easily distinguish that it comes from those companies.       Brand Association is not always positive sometimes there are products that do not entice customers. The Halal symbol of the Muslim world signifies a strong influence to religious denomination and Islam participation all over the world and most likely products including sardines, tuna, cheese, bottled water, snacks, preserved foods and vegetable and many other products including appliances can have this Halal symbol which instantly signify attachment and brand association to the world that this product is produced by Muslim or Islam organizations and there is nothing wrong with it but there are times that products with this kind of symbol may be prevented by other countries or nationalities if they do not conform to such faith they may also associate the product in their religious denomination and most likely they would prefer to buy another product without this symbol.       Some competition may even take advantage of such issues although Halal symbol is accepted worldwide but this can delimit their distribution through Anti- Islamic countries especially in some Western, some Asian and European world that do not prefer their products because of religious brand association making Halal brand as Islamophobia branding association. On the other hand Islam or Muslim countries will put a curse to any products with pork and meat and they will ban any products if they thought that is has a hidden ingredients of meat knowing that it is a disrespect in their religion. The declaration or threats in court to settle legal issues, rallies and strikes can even arise simply because of such brand association so organizations must be very careful about the safety in establishing their brands. They should also implement immediate necessary risk measures to uplift their brand if this thing happened.   References: http://en.wikiquote.org/wiki/Advertising_slogans  http://tribune.com.pk/story/294942/halal-meat-international-conference-on-dec-14-15/ http://socialistworker.org/2012/01/19/united-states-of-islamophobia http://managementstudyguide.com/brand-association.htm Interesting News Credit:ivythesis.typepad.com

Brand Association In Retail Sector

BRAND ASSOCIATION IN RETAIL SECTOR Brand Association could mean different thing to different customers. Brand Association can...