...BRAND DEVELOPMENT Presentation Paper By: WULAN YUNITA ISTIANILA DEWI (10311085) DEPARTMENT OF MANAGEMENT INTERNATIONAL PROGRAM UNIVERSITAS ISLAM INDONESIA 2012 Why it is important to create powerful brands WHAT IS BRANDING? Branding is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors. Brand often becomes a reason for people to choose the product as the sign or name of the quality level brings to consumers’ preference. Successful brand that is those which are the focus of a coherent blending of marketing resources, represent valuable marketing assets. Although, nowadays lots companies name their product with brands but the challenge of creating powerful and successful brand in grabbing strong positioning in consumers’ mind is exist. THE PURPOSES OF BRANDING Successful brands are valuable because they guarantee future income streams. Companies recognize that loyal customers will repeatedly buy their brands and are also willing to support them during crises, for example when people maliciously tamper with brands. In some instances the rapid response of management and their commitment to communicating developments to the brands’ stakeholders helps to rapidly restore normality. For example, following the tampering with Tylenol tablets enabled the management of Johnson & Johnson to quickly regain public confidence. The ultimate...
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...interest is to keep the market to himself or herself by adopting appropriate strategies. How and why competition occurs, its intensity, and what escape routes are feasible have not been conceptualized. In other words, there does not exist a theory of competition from the business viewpoint. In recent years, however, Henderson has developed the theory of strategic competition discussed above. Some of the hypotheses on which his theory rests derive from military warfare: • Competitors who persist and survive have a unique advantage over all others. If they did not have this advantage, then others would crowd them out of the market. • If competitors are different and coexist, then each must have a distinct advantage over the other. Such an advantage can only exist if differences in a competitor’s characteristics match differences in the environment that give those characteristics their relative value. • Any change in the environment changes the factor weighting of environmental characteristics and, therefore, shifts the boundaries of competitive equilibrium and “competitive segments.’’ Competitors who adapt best or fastest gain an advantage from change in the environment Marketing Strategies When a product is introduced in foreign market it has to undergo several processes. If a marketer really wants to capture the market of a developing country he had to follow best marketing strategies in proper manner...
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...Introduction Marketing strategy has evolved as an important feature for the strategic development and expansion of business in economies of large scale and emerging markets (Bang and Sharad, 2008). While the primary focus of companies remains to increase the profitability of organizations, marketing units face the challenge of converting non-customers into successful clients and users of their respective brands in order to obtain and retain their share of the market (Hamel and Prahalad 2002; Kim and Mauborgne 2005). Emerging markets of Asia and Europe offer strong growth potential to emerging market leaders like Unilever which have a range of consumer goods products from toothpaste to snacks and biscuits (Bloch, Shankar and Schaus, 2007). The power and potential of emerging markets can be gauged from the fact that they contribute to nearly fifteen percent of revenues to international brands like Unilever, a trend which is likely to continue (Bloch, Shankar and Schaus, 2007). Think global act local With the aim of succeeding, companies have adopted the new mantra of ‘Think Global, Act Local’. In order to compete with local brands, not only with regard to prices, but also to taste, Unilever develops flexible marketing strategies to market and distribute its products in local remote areas of emerging markets. For instance, Unilever devised and implemented a unique strategy for the marketing of its products in Indonesia, where infrastructure is poor, with the use of motorcycles...
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...Branding strategy is one of the most effective ways to sell a product or service. With the increased competition in the business industry an effective branding strategy makes products more popular. Branding strategy analysis includes market, customers, competitors and brand analysis. Branding strategy involves brand communications, analytical techniques and creative positioning. Evaluating the performance of the brand portfolios helps guide decisions on new products, modified products, and eliminating products (Cravens & Piercy, 2013). The methods for analyzing product portfolio performance are: Product life cycle analysis: determine the length and rate of change in the product life cycle. it identifies the current PLC stage and select the product strategy and anticipate threats and find opportunities for altering and extending the PLC Product performance analysis: determine whether each product measures up to the minimum performance criteria and looks at the strengths and weaknesses of the product compared to other products in the portfolio. Brand positioning maps: consists of relating buyer preferences to different brands and indicates possible brand repositioning options Standardized information services Research studies Branding strategy is an important component of every business. Branding strategy is the most effective way to sell a product/service and to enhance the demand for a product/service in the market. Increasing competition in business develops similar...
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...Selected Thesis Topics for BScBA students Bachelor´s Thesis 2013-2014 Please use this list of the fields of International Business for thesis work and potential thesis topics when choosing and informing us the field of your thesis + the thesis topic in the form Indication of Interest Area for Thesis 2013-2014. Part 1. Thesis topics for companies and other organizations We have first listed the thesis projects that are available to do for companies and organizations. If you are interested in these projects, please mark the topic to the Indication of Interest Area form the same way than any other topic. It should be noted that the students selected to do the thesis from these topics must be motivated and committed for the work. Please do not contact these organizations yourself before the selection process has been completed for all students. More information on topics can be asked from Mari Syväoja or Tomi Heimonen. Organization: Thesis Biofenno projects for (www.biofenno.fi) companies and organizations Selected Thesis Topics for companies and organizations Internationalization plan Plan how to take and promote product Tuovi Tuotevirtakirjanpito to EU markets. Tuovi Tuotevirtakirjanpito is a stock and feed recording program for organic farmers. It produces necessary stock and feed reports for annual inspection. Also stock balance reporting benefits farm managements. Because Tuovi Tuotevirtakirjanpito complies with all the regulations EU has set for organic farmers, it has...
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...Expert speakers include: Monday 13th - Thursday 16th November 2006, SANA Malhoa Hotel, Lisbon, Portugal Developing a clear brand identity which differentiates your service offerings, enhances customer loyalty and optimises the lifetime value of your profitable customers Discover the key to building and maintaining a successful telecoms brand Optimise your branding strategy to differentiate your services and keep your customers loyal Understand how re-branding can strengthen your position in today’s competitive and convergent telecoms environment Use convergence, content and new services to improve and strengthen your brand PRE-CONFERENCE WORKSHOP Monday 13th November Building and Maintaining A Successful Telecoms Brand Led by: Mybrand Consultants Simone Muet, Project Manager, NExT Transformation France Telecom Group Andre Schloemer, Vice President Brand Management, O2 Jonathan Bill, Head of Category Management, Content Services, Vodafone UK Morgan Holt, Director of Media Innovation, 3 Olivier Laury, Content Director, Multimedia Mobile i-Mode Division, Bouygues Telecom Daniel Probst, Head of Group Identity, Swisscom Eveline Knipping, Head of B2B Campaign Strategy & Evolution, BT Global Services Simon Stauber, Director, Brand Communication & Content Marketing, Orange Switzerland Jonathan Donovan, Head of Employee Relations, O2 Sofia Castro, Brand Strategy Manager, Optimus Thomas Wedl, Marketing Director, Tele.ring Karin Kollenz, Marketing Planning & Strategic Projects...
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...carry her products and involving the consumer through social media. Marketing: This can involve developing a campaign with attractive displays strategically positioned in stores. Also, developing a series of different packaging to make brand stand out. Quarterly sales and coupons to increase brand awareness. Expanding: Expanding to more locations and store chains would help build the brand presence in the market. Not limiting her brand to only “health cautious” stores but also make product available at convenience stores. Not everyone shops at Whole Foods, so make the product available beyond that limit of grocery store. Internet/Social Media: Encourage the consumer to stay connect to the brand and products through social media – Facebook, Instagram, and Twitter. Create an online campaign that provides giveaways by using the #truebodyproducts. Establish a transparency of company and product to inform the consumer that they are committed the brand and what is stands for. 4. Write a one page memo to Janice Shade outlining the key components of a marketing strategy that will increase her company’s in-store shelf space and its sales. | BMarketing Consulting | Memo To: | Janise Shade, True Body Products | From: | Barbara Matuska | Date: | March 15, 2015 | Re: | Market Strategy Recommendations | Below please find my professional marketing strategy recommendation to accomplish your initiative to increase True Body products in-store shelf space...
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...tourism and hospitality business are involving more and more in promotional activities. The tourism and hospitality organization is shifting from traditional marketing procedures. They are using more advanced marketing tools and techniques to capture value from the customer. After completing this report, the writer is knowledgeable of understanding marketing strategies and other marketing communication strategies for building customer relationship in order to capture value from them. Contents Executive Summary 2 Introduction 4 Hotel Cafe Royal 4 2 Task-1 Marketing strategies for hospitality and tourism organisations 4 2.1 Marketing strategies for hospitality or tourism sector 4 2.2 Networking and customer relationship marketing strategies for hospitality or tourism organisations 7 2.3 Developing brand identity strategies 9 2.4 E-marketing, Viral and Guerrilla marketing strategies 10 3 Marketing communication strategies for hospitality and tourism organisations 11 3.1 Marketing and customer loyalty strategies for hospitality or tourism organisation 11 3.2 Marketing communications strategies 13 4 Recommendation and Conclusion 14 5 References 14 * Introduction Marketing is a process by which a tourism and hospitality business generates values for their customer by creating profitable customer relationship in order to capture value from them. In recent years the tourism industry has become one of the prospective sectors in the United Kingdom...
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...CHAPTER 2 Customer-Based Brand Equity Customer-Based Brand Equity - Building a Strong Brand - Creating Customer Value - CHAPTER 3 Brand Positioning Identifying and Establishing Brand Positioning - Positioning Guidelines Defining and Establishing Brand Mantras - Brand Audits CHAPTER 4 Choosing Brand Elements to Build Brand Equity Criteria for Choosing Brand Elements - Options and Tactics for Brand Elements - CHAPTER 5 Designing Marketing Programs to Build Brand Equity New Perspectives on Marketing – Product Strategy – Pricing Strategy - Channel Strategy - CHAPTER 6 Integrating Marketing Communications to Build Brand Equity The New Media Environment - Overview of Marketing Communication Options - Developing Integrated Marketing Communication Programs CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity Conceptualising the Leveraging Process - Country of Origin and other Geographic Areas - Co-Branding - Licensing - Celebrity Endorsement – CHAPTER 8 Developing a Brand Equity Measurement and Management System The Brand Value Chain - Designing Brand Tracking Studies - Establishing a Brand Equity Management System – CHAPTER 9 Measuring Sources of Brand Equity: Capturing Customer Mindset Qualitative Research Techniques - Quantitative Research Techniques - Comprehensive Models for Customer-Based Brand Equity - CHAPTER10 Measuring Outcomes of Brand Equity: Capturing Market Performance...
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...Multiple Choice Questions 1. According to the marketing and promotions process model, the marketing process begins with the: A. development of the marketing mix. B. development of a marketing strategy and analysis. C. development of the promotional mix. D. determination of the target market. E. establishment of marketing objectives. 2. A(n) _____ is a document that evolves from an organization's overall corporate strategy and serves as a guide for specific marketing programs and policies. A. strategic marketing plan B. integrated marketing communications plan C. situation analysis D. opportunity analysis E. competitive plan 3. _____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands. A. Strategic marketing plan B. Integrated marketing communications plan C. Situation analysis D. Opportunity analysis E. Competitive plan 4. _____ are defined as external areas where there are favorable demand trends, customer needs and wants are not being satisfied, and where a company thinks it can compete effectively. A. Market opportunities B. Market segments C. Competitive advantages D. Market strengths E. Market plans 5. To reach tweens (8-12 year olds), Jell-O brand gelatin marketers introduced X-treme Jell-O in wild berry, green apple, and watermelon flavors. The ads describe the gelatin flavors as "Jell-O with an attitude" because these fruit flavors "will bite...
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...Management 22 (International Business and Cross-Cultural Management) Jan Ray O. Macanas 3rd Year BSBA FM The Importance of Investment in an Emerging Country Developing countries, also known as emerging markets, are becoming the driver of global growth. It is expected to grow two to three times faster than developed countries like the US according to the International Monetary Fund. And because of the growth many investors are being pulled in to invest to some emerging markets. This growth is very important among investors because it simply enables them to foresee the future of their investment. (Forbes. “What Makes Emerging Markets Great Invesment?”.www.Forbes.com.) China has become a leading foreign investor among all emerging countries, According to the main stream of international business literature on the topic of multinationals from emerging countries, there are generally five motivations for multinationals to invest abroad; they seek resources, technology, markets, diversification, and strategic asset. A careful analysis of the data and the investment by Chinese multinationals indicates the similar motivations provided by China. Chinese government has, to a great extent, played a crucial role in shaping the structure of the country's outward investment; this is consistent that China's FDI has been part of the government's development scenario. Since the 1980s, the government has required the overseas subsidiaries to achieve one of the four goals--introduction...
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...Analysis, followed by various Strategic Options (see below). The author then makes a Final Strategy Option Recommendation. Strategic Option #1: Market to Lower-Income Consumers in both Developed and Emerging Markets (Expand and Build Beauty Segment strictly aimed at Low-Income Consumers). Industry Consolidator. Strategic Option #2: Given the maturity of the North American/Western European market, combined with the emerging popularity and demand for Natural/Organic ingredient products, P&G should look to create New Natural Products and Products tailored to the Male market - Multiple Segments, not just Skin Care (Expand and Build Beauty Segment). Industry Consolidator. Strategic Option #3: Related Diversification through Acquisition. Strategic Option #4: Joint Ventures in Emerging Markets such as China and India. Final Strategy Recommendation: The Recommendation is to go for a combined Low-Income segment and New Natural Product strategy as this facilitates P&G’s need to capture a greater slice of the Low-Income consumer market both in Mature and Developing markets, which also capturing a greater slice of the Natural Ingredient market and the growing Men’s Market. Unlike in the case study, the author advocates New Natural Ingredient product development in multiple segments, and not just confined to the Skin Care segment of the Beauty /Feminine Care segment. Such a combined Strategy will require the creation of new products and the expansion of existing ones, combined...
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...BUILDING BRANDS HAS BECOME A PRIMARY FUNCTION OF BUSINESS More and more it is becoming clear that organizations can no longer just make and sell products. Today they have to make products, build brands and sell them as one. It is because of this that designers have been introduced into the process of helping design the brands the organization sells. As the way an organization conducts business changes and the fragmentation of media channels continues, designing and building brands becomes harder. No longer can designers build a brand with some clever advertising that simply states the features and benefits of a product. Instead they have to consider the many dimensions of experiencing a brand and how to keep it all consistent. Because of all this, building brands for an organization has become a primary function of business, being as important as developing business strategy itself. Traditionally, the designer’s activity have been around developing a brand identity and branding materials based on it. Today, you’re involved in the development of strategies and you get to delve into the mysteries of a value proposition, the intangible benefits of a product and the emotional responses someone might have to a brand. It’s a broader scope of design than what it used to be. Creating a successful brand involves the careful blending of activities that includes business and brand strategy together with the design process and all the relevant participants. It is this effective collaboration...
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...Blue Ocean Strategy MKT 421 Blue Ocean Strategy Description of Blue Ocean Strategy and its Significance According to Cham Kim and Renee Mauborgne (2004), the Blue Ocean strategy involves the description of how the organization should try and proceed to find some way to work in the marketplace that is not bloodied by the competition and also that is free of competitors. The strategy is against working in conditions such as Red Ocean, where businesses are fighting each other for some share of the marketplace. In essence, businesses are most often looking for ways that can better contend with their competitors, and that is the Blue Ocean strategy. According to the book, Blue Ocean Strategy, the leading companies succeed not by battling with competitors, but by systematically developing “Blue Oceans” of uncontested market space ripe for the growth. Such a strategy of Blue Oceans entails the simultaneous pursuit of differentiation and also low cost, including the theory behind it not to outperform the competition in the on-hand industry, but to develop new market space or rather the “Blue Ocean”, in which case it makes the competition irrelevant. As such, the Blue Ocean strategy illustrates the opportunities of vast and untapped market spaces (Kim & Mauborgne, 2004). The Blue Ocean strategy is quite important. This is because it allows some business to sell its products with no or little competition from other firms. It is also significant...
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...impact ethics have on marketing communications and develop Integrated Marketing Communication (IMC) strategies accordingly. This paper will discuss various ethical challenges facing marketers today, identify internal and external factors on IMC, and formulate two ethical questions based upon the analysis. Ethics in Marketing The practice of ethics within an organization is an important but difficult concept to understand and practice. The reason ethics are difficult to manage is that the concept is so subjective (Duncan 2002, pp. 671). Ethical values differ between societies and individual relationships, therefore a company must decide on an ethical communication strategy and portray it as consistently as possible. Duncan (2002) describes three ethical considerations companies must understand when developing marketing communications and relationships with customers. Stereotyping Stereotyping plays a significant role in developing marketing strategies that are both effective and ethical. "The challenge for brands is to develop messages that strike a chord with targeted audiences without reinforcing negative stereotypes" (pp. 672). Companies must ensure that their marketing tactics are not alienating certain individuals or groups while reaching the appropriate target market. In order to build and maintain profitable customer relationships, a company's marketing strategy should reflect the values of a diverse culture without the possibility for misinterpreted communication...
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