...Branding, Pricing, and Distribution Gary D. Tate Strayer University Marketing-500 Instructor: Brett Jordon 5/17/2012 Branding, pricing, and distribution are all integral parts of a strategic marketing plan. Each segment of the plan needs to be developed individually with the entire culmination of the plan in mind. In other words, each segment should be a link in the chain to a completed marketing strategy. The ultimate goal is to reach a successful culmination of all three tiers that will have a successful impact in introducing the brand, pricing it correctly, and forming a distribution model that will maximize the competitive advantage to the company or service in question. This report will outline the steps in developing a local branding outline as well as an international branding strategy .The idea behind branding is to differentiate your product, value, quality or service from your competitors, and make it more readily identifiable to the end user. There are at least four questions that need to be asked before implementing a branding strategy. The first of course is whether to brand the product vs, a no brand decision. The second decision would be to use a manufacturers brand vs. a private label strategy. The third question entails whether to go with a single brand vs. multiple brands. The final decision is to decide whether to brand in a local market or a global market or a combination of both. Branding in a global market is much more complicated...
Words: 1512 - Pages: 7
...BRANDING, PRICING, AND DISTRIBUTION Marketing Management - MKT 500 Create the domestic and global product branding strategy. Branding and personalizing products attract the consumer’s attention and entices them to make purchases. Marketers use logos, colors, and shapes to create an image in the consumers mind to help them to remember the product, its maker, and origin. “Branding is more than a name; it is s a selection of qualities associated with the name” (Iacobucci, 2012). When it comes to one’s product, one must consider a branding strategy that will create a niche in the market place. Branding strategies are critical to a company because the niche it establishes the company’s image, fosters a competitive advantage, and develop sales. AW Interior Design will use the umbrella branding strategy to create the domestic and global product. According to Iacobucci (2012), the umbrella strategy “attaches the same brand name to all of its products (p. 70).” This strategy will to help showcase the touch screen control panel strictly under AW Interior Design’s, the brand name for the Virtual Angela System, the new product. Offering the Virtual Angela System by AW Interior Design uses name recognition to start with a higher-level of public perception, streamline advertising, reduce costs, and build greater financial outcomes positioning the product for greater competition in the market place domestically and globally (Iacobucci, 2012, pp. 70-71). This approach is similar...
Words: 1959 - Pages: 8
...Branding, Pricing and Distribution The current century has performed a deep interest towards the innovation in the quality and overall performance in food processing industry. Innovation has acquired a stimulating function in positive changes due to new technologies and implementation of innovative manufacturing sites. Technological innovation in food industry requires the use of natural “green” raw and optimal package for both long-term and safe storage. Frito-Lay`s Inc. is ready to launch a new product within its dip line – a vegetable dip. The most vivid issues of the company’s dip line presentation include a tight focus on the original taste, since this segment of the market is tightly occupied with the companies, competing for the title of the most innovative relatively to launching the most unique flavors, as it directly affects the price policy – uniqueness costs more. The company is eager to concentrate both on the existing market it already occupies and penetrating new markets in different regions of the world. After a thorough research, Egypt has been chosen as a preferred marketing area, being the country with relatively little presence of dip products, thus, demonstrating a high demand potential in the case of implementation of well-developed brand strategy, taking into account both domestic population and tourists flow. USA provides about 14% of Egyptian imports, being the leading Egypt`s imports partner. The GDP per capita rate is 2 781 for the year...
Words: 1263 - Pages: 6
...Running head: Branding, Pricing, and Distribution Branding, Pricing, and Distribution Marketing Management Professor Dotty Heady February 14, 2013 Much of the research I found on branding mentioned the phrase, ‘think global, act local.’ The marketing and management articles introduce this phrase as an idea to help implement businesses treating their product and company as a very personal part of the community’s need. The brand becomes a global brand by adopting broader perspectives & overall managerial efficiency operates in complex multicultural environments. A brand’s strategy should be based on company goals. Having a clear and concise brand strategy leads to stronger overall brand. The way people perceive your product, and how much they are willing to pay for it helps define how a brand can move around and across borders, as word of mouth and social networks grow. At Meme Food and Gas, we want to market our stores for global appeal. We want to be able to open stores that perform well in America as well as in Japan and other countries. Our commitment at Meme is that it becomes the communities ‘one stop shop.’ Though the gas is the main reason for stopping, we can quench thirst and satisfy hunger or even be the miniature addiction to someone’s sweet tooth. We could advertise with a logo of a gas can, but we wouldn’t want to limit the vision strictly to auto services, so sticking with our name: Meme Food and Gas, seems to be the best idea for now. A nice motto that relates...
Words: 1360 - Pages: 6
...Branding, Pricing and Distribution Gewina Lawson Marketing Management August 9, 2012 Dr. Eva M. Ananiewicz Strayer University Introduction This paper will continue to build the company marketing plan. This paper will focus on branding, pricing, and distribution of the company product and services. The company will describe its branding and pricing strategy. The company will also discuss the distribution channels and the push or pull strategy. Lastly how the distribution strategy will the overall marketing strategy for the company. Domestic and Global Product Branding Strategy After researching the definition of branding, the company learns that branding is one of the most important aspects of our business. Therefore, it is important that the company put together a strong branding strategy. In putting together this strategy, the company hopes that it will give us a competitive edge in the market. Our branding strategy will emphasize a strong commitment to our domestic and potentially global customers. This commitment will be carryout through our entire business to business and our business to customer relationship. Our committing is to deliver a quality food in the state of art machine and excellence customer service. Customers want to know that the product they are paying for is going to be of high quality. Customers will know that if there is a problem with the sale they can get a pleasant resolution without a stressful hassle. Our brand will...
Words: 1329 - Pages: 6
...mobile transport company that caters specifically to senior citizens. This particular paper will explain in detail domestic and global product branding strategy, optimum pricing strategy and a distribution channel analysis that identifies the wholesaler, distributor, and retailer relationships including e-Commerce. Discussions within the paper will also include the use of a push or pull strategy, a distribution channel analysis and supporting references.Domestic and Global BrandingA brand is the likeness, idea or image of a specific product or service that buyers connect with, by identifying the name, logo, slogan, or design of the entity that owns the idea or image. When the idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product, it is then considered branding. Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of principles to which the company should strive to maintain or exceed. Branding is an important part of Internet commerce because it companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand ("What is branding," 2012). The branding of this company will be specifically related to the transportation needs of the elderly on all levels. The logo will be a silhouette of an...
Words: 1422 - Pages: 6
...Branding, Pricing, and Distribution Branding, Pricing, and Distribution In continuing with Green Clean’s marketing plan, the following paper will elaborate and various issues. Branding strategy will examine domestic and global STRATEGIES along with an optimal pricing strategy. Green Clean will develop and implement various distribution channels this includes an e-commerce website. It will also explain its rational on its combination push and pull marketing strategy. Last, it will attempt to explain how its distribution strategy fits the products and services it provides. Branding In recent years there has been an eruption of new brands entering the market every day. It seems obvious that branding is a critical part of marketing. Companies must compete to secure a fragment of their consumers mind before another competitor does. Brands convey information to their customers, in particular, quality, company production, and owner ship. For example, when Acer places its name on a laptop, monitor, or tablet it is expressing its ownership of the product and its pride in developing it (Iacobucci, 2012). For the company, brands develop fidelity, assist in segmentation, positioning, and targeting. Green Clean Incorporated (GCI) has developed a logo that they hope will become familiar to everyone around the world in time. It both serves to identify itself but also conveys the purpose of its mission and its products. The logo and color will engage the customers both verbally and visually...
Words: 1286 - Pages: 6
...Branding, Pricing, and Distribution Deloise Perkins Marketing Management 500 DR. William Bonaparte Jr. Branding, Pricing, and Distribution Branding, pricing, and distribution are all integral parts of a strategic marketing plan. Each segment of the plan needs to be developed individually with the entire culmination of the plan in mind. The purpose of this paper is to create the domestic and global product branding strategy, determine the optimum pricing strategy, and examine how the company’s pricing strategy supports the branding strategy. Domestic and Global Strategy A global marketing strategy that totally globalizes all marketing activities is not always achievable or desirable (differentiated globalization). In the early phases of development, global marketing strategies were assumed to be of one type only, offering the same marketing strategy across the globe. Leverage is gained from competing in the same category country after country and may come in the form of product technology or development costs. This strategy will single out no one and try to involve everyone. Since Toys" R" Us stores are not physically available in some countries, technology will helped with global marketing.Selecting the form of global product category implies that Toys" R" Us will stay within that category will consider targeting different segments in each category or varying the product, advertising and branding according to local market requirements. Toys" R" Us domestic and...
Words: 1007 - Pages: 5
... 1 Featha’s Closet, Top Quality Clothing and Accessories for Men, Women and Children Justin L. McKnight Marketing Management 500, Monday 6:00 Dr. McCue Strayer University FEATHA’S CLOSET 2 Domestic and Global Product Branding Strategy At Featha’s closet, our product and branding strategy will be used to help build brand awareness that’s sets us apart from the competitors. It will be used to remind current and prospective customers why they should purchase our products over the others and try to convince them to buy our products based on emotion. We would like consumers to think of our products as inexpensive with similar quality of our competitors. In order for us to give consumers a positive association with our brand we could conduct clothing drives and sponsor positive activities for inner city youth and other activities to reinforce our brand association with our target market which consist of single parent mothers and African American men. In addition to that we could create online blogs or customer feedback cards that would allow customers to give us their opinions which could be used to our advantage. Optimum Pricing Strategy This company’s optimum pricing has a mixture of low pricing and medium pricing characteristics. It penetrates the market through providing low prices to attract volume and some of the prices of the products are nearly predatory because they are low enough to discourage competitors. For example, the Air Jordan sneakers that...
Words: 829 - Pages: 4
...Introduction Branding is the process involved in creating a unique name and image for a product. Branding is set to establish a significant and differentiated presence in the market that attracts and retains loyal customers. In this paper I will hit the key points of the branding and pricing strategies that will be used for the launch of Klassie Academy. Branding is very important when trying to launch a business. Klassie Academy is seeking a large edge in the increasingly competitive markets and an effective brand strategy will set the tone. The paper will also discuss the pricing strategy for the business which is very important and very competitive being that there are so many childcare centers in the Arlington Texas area. Create the domestic and global product branding strategy The global strategy for Klassie Academy will be based on respect, protection, facilitation and fulfillment of human rights and principles. Klassie Academy will focus on meeting the childcare challenge. The childcare challenges consist of affordability, quality, accessibility, and delivery. When it comes to affordability Klassie Academy will make sure all parents receive the childcare tax credit by providing them with documentation each year. As for quality, guidance and support will be offered to both parents and caregivers. Klassie Academy will deliver first class child care to all of the children attending the academy. Most importantly Klassie Academy will offer all possible access to parents....
Words: 1150 - Pages: 5
...Branding, Pricing, and Distribution Quiana Lubin Strayer University MKT 500 June 1, 2014 Branding, Pricing & Distribution Introduction This paper was created under the scenario of creating a fictitious company. This paper will discuss several topics which will further support Supreme Essentials branding strategy and distribution channels. The optimum pricing strategy will also be analyzed to prove the importance of maintaining a solid distribution channel. Product Offering Supreme Essentials is a company that will offer low cost household supplies to customers of a particular segment. The company will offer several products that will allow it to compete with companies in the industry. Supreme Essentials will offer cleaning, health & beauty, food, baby, apparel, home, office & school, and seasonal items. The categories include an array of items that are commonly used in the average household on a daily basis. The company will provide customers with premier brands such as Tide, Clorox, and Cascade just to mention a few from the cleaning category. Additionally, the company will offer apparel brands such as Hanes and Fruit of the Loom. National brands will be required as the customer base is focused on a different segment where the name is very important to the customer. Supreme Essentials will also carry a quality store brand of common items to compliment the customer who wants to save money, but not sacrifice the quality of a national brand...
Words: 2444 - Pages: 10
...companies or other intermediaries in order to achieve greater control over the marketing function and to earn higher profits. While this method has proven to be successful for Avon and has certainly contributed to their longevity in the market, there are still crucial factors imposing on the company’s global presence throughout the world. The case study “Avon Calls on Foreign Markets” shed light on issues related to branding, pricing, promotion, as well as distribution. Throughout this analysis, I have identified the shortcomings of Avon over the decades and have also provided recommendations for moving forward. Global Branding Avon is known for their standardized branding, which allows the company to create a uniform global quality image while saving costs by using uniform ingredients and packaging. While this method may be helpful in increasing sales in Thailand as consumers prefer to buy beauty products made by foreign companies, this may not necessarily always work out to Avon’s advantage. For instance, Daniels et al (2011) reveals several barriers to uniform branding that Avon should most certainly be aware of. For many different countries and cultures, language can have ambiguous meanings. With uniform brands, Avon runs the risk of developing a product that has a certain meaning in one country, while meaning something completely different in another country. Even more damaging, if the brand name translates into something derogatory or offensive, it then sheds a negative light...
Words: 1739 - Pages: 7
...Outdoor billboards will be used in population densed places with high traffic to raise awareness. Introducory phase we will use informative advertising technique Persuasive advertising will be used due to competition Finally during maturity we will use reminder adverising to remind consumers Product Branding Hollister Pricing Strategy Hollister Placing Strategy 1- Creating the messeage: -Personality symbols (in Hollister’ case, celebrities), -lifestyle -musical -slice of life. 2- Choosing Advertising media : Narrowcasting Immediate, customized and easily reached promotion tool that encourages interaction between customers and our company through direct mail, catalogs, telemarketing, newsletters and online marketing. No intermediaries Hollister could send to create and maintain customer relationships: Emails Newsletters Greetings on feasts Advertising Strategy 1- Company Overview 2- Targeting Strategy 3- Postioning strategy 4- Four p's decisions: - Product - Price - Place -Promotion 5- Implementation Plan Distribution Management Marketing Channels Distribution Strategy Pricing Strategy - Hollister would adopt...
Words: 802 - Pages: 4
...A Business Marketing Plan: Hunger Solution & Training Company MKT 500-Marketing Management John Garven Strayer University, Lower Bucks County Dr. Tony Muscia I n s t r u c t o r September 6, 2012 Contents Introduction------------------------------------------------------------------------------------------ 3 Market Segmentation and Product Positioning #1--------------------------------------------- 5 Marketing Product # 2----------------------------------------------------------------------------- 10 Product Branding, Pricing, and Distribution # 3----------------------------------------------- 12 IMC and Customer Satisfaction # 4---------------------------------------------------------------16 Conclusion Introduction This paper contains a marketing plan of a small production company that is earmarked to be established in Gardnerville, the suburb of Monrovia, Liberia, West Africa, my country of origin. The business which is to be named “Hunger Solution & Training Company” derived its name from the decade-long civil war that existed in Liberia that resulted into most of the citizens and other nationals of this country being internally displaced. These people which comprise of men, women, children, and other nationals, moved into the small capital of the country and its suburbs, making it very congested in terms of population. Others fled into neighboring countries like Ghana, Ivory Coast, Nigeria, Guinea, and Togo. Due to the high rate of unemployment...
Words: 5131 - Pages: 21
...for introducing new hair care products. Designing T-shirts and making the office layout, the inside as well as the outside of the workplace as attractive and marketable as possible. This person also set up workshops and design strategies of how to attract new customers and maintain loyal customers. Cheanell Senior has two employees who work with her in this area of the business. Sales Representative – Nickala Mcbean as well as two other employees is in charge of choosing the method of sales to be employed. Their choice of sales made will vary according to the product or services being marketed. This person is also responsible for finding innovative ways of attracting customers by the use of sales such as sales promotions, promotional pricing etc. Data Entry Clerk – Deandra Smith is responsible for storing...
Words: 1662 - Pages: 7
