Marketing Strategy: Successful Product And Brand Strategy

Every company’s brand is the net sum of the name, logo, slogan and much more. It represents

the company’s daily interactions with customers and evokes emotion that calls your customer

base to action. The product, be it a good or a service, is the ultimate representation of the brand.

A well thought out and executed product and brand strategy will develop brand awareness and

create an identity that sets one product apart from the crowd. Potential and current customers are

repeatedly reminded of why they should purchase one product over others when a well-designed

strategy has been effectively implemented. A customer is compelled by the brand name to buy a

product. This compulsion may arise our his emotional ties to what the brand

Simple surveys and the ability to allow

customers to share their emotions and perceptions evoked as a result of various branding ideas is

the first step in this process and is easily enough implemented. Using this information in

conjunction with demographic data will help develop a successful strategy.

2 - Literature Review

In the article "Successful product differentiation strategies", Strategic Direction,(2010),

changing demands is a key factor for ensuring success in global food markets. Private labels are

proliferating the market and the space available for manufacturer brands shrinks further. The

only way a major manufacturer can survive in this market is if it becomes the market leader. This

paper evaluates three separate examples in order to illustrate how a firm’s unique capabilities as

a market innovator shape its product differentiation strategy. Examples quoted are Heinz,

Snyder's of Hanover and the Fonterra.

Heinz used the approach of highest product quality when it launched its first national foodservice

advertising campaign, using the slogan ‘‘Insist on Heinz.’’ The objective was to encourage

consumers to insist on Heinz Ketchup, when it is not available in restaurants. Product

This retrospective study gives evidence of globalization of fast-moving

consumer goods markets in CEE. The strong influence of Western MNCs in the shaping of

market structures has been documented. This information provides only a snapshot of the

situation in the selected consumer goods markets of the region. For a fuller picture of the extent

of market globalization, market share of international brands may be complemented by data on

purchase and usage behavior.

Klaus Hilleke Stephan A. Butscher, (1997) suggests that many brand manufacturers may be

facing increasing competition from new competitors who are entering the market with extremely

aggressive prices. To counter this type of threat, branded manufacturers traditionally either lower

their own prices or choose not to react to such attacks at all. Both strategies are not optimal. A

third alternative is to adopt a two-product strategy. This foresees a second, lower positioned

product to be added to any existing higher positioned brand product, which thus directly targets

the low-priced competitors. An important aspect of this strategy is that both products are

differentiated strongly enough to ensure minimal cannibalization. This is achieved