Assignment 3: Branding, Pricing, and Distribution
Dr. Englehart
MKT: 500 Marketing Management
A. Keaton
December 20, 2013
Domestic and Global Product Branding Strategy
Branding is a necessary strategy in which Organic Vita-Hair must use to create product awareness and recognition. This is especially the case since the company has chosen global markets as its target market due to its e-commerce structure. In order to complete this branding strategy, the company will use the following logo on all of its products, websites, and other related material:
The goal of the company is to create a strong sense of recognition for this logo so that consumers recognize it when browsing through products on other websites such as Amazon and E-Bay. These distribution channels will be discussed later on, but it is important for brand recognition to be established before companies such as Organic Vita-Hair expands its products to other areas.
Author S. V. Gelder (2005) explains that the overall business strategy has a large impact on the branding strategy. “This means that proper understanding of the business strategy is imperative to any brand development to work” (Pg. 16). Organic Vita-Hair operates in an online market and uses social networking and online marketing to spread awareness about the product. The business strategy is to appeal to those looking for organic and healthy alternatives to traditional hair care. Therefore, the branding of the product must reflect this. The above logo uses colors and an image which seem to portray this strategy.
Optimum Pricing Strategy
The pricing method in which Organic Vita-Hair will use is cost-plus pricing, which determines the price based on the costs associated with ...
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...ic Vita-Hair, this seems to be a wise strategy since the company must make the products before they can distribute them. This will also allow the company to ship products to customers in a timely manner since the product is already produced and waiting in a warehouse. The push or pull strategy can be risky, but for a small company such as Organic Vita-Hair, over-producing products will not be a very high risk since the company predicts lower volumes of sales in the first year or so.
References
Gelder, S. C. (2005). Global Brand Strategy. Kogan Page Publishers. Print.
Schindler, R. M. (2011). Pricing Strategies: A Marketing Approach. Business and Economics SAGE Publishing. Print.
Smith, T. J. (2011). Pricing Strategy: Setting Price Levels, Managing Price Discounts, and Establishing Price Structures. Cengage Learning. Print.
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Brand is an image, symbol, sign or some of these, which used to create a clearly view to the product and let consumer recognize the product and discriminate it from other competitor. Jobber(2003) announced that brand could be seen as the product’s quality guarantee, a product with good brand image will have more possibility be chosen when the customer had difficult on their choice. Brassington (2007)stated that brand was a key part of the tangible product, especially in the customer market. The brand represents the one product line or a single product of the company. It also can enhance the images in people’s view and ensure the product not be forgotten by customer.
The exposition of the supply system for a beauty product chose from the most celebrated brand of Revlon and talks about how the product is created utilizing crude materials and touches base to the last shopper. The article covers the organization outline, product diagram and its significant rivals. It likewise assesses the phases of the product inventory network , its area of crude materials , wholesaler, retailer and the purchasers. Also assesses overall cost structure of the product, normal overall revenue and clarification of the issues and recommendations for this product.
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To bring attention to the product, the name is clearly written on the label in fat, huge, black letters. Additional information is highlighted in either red or green. The label’s frame is green and gold. Furthermore, there is the year when the company was founded as well as their slogan “57 varieties”. Clearly, the logo is designed to have a high recognition value. It i...
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Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the
Branding is very important aspects of any business because it gives identity to company and its products for example every person is different and have unique personalities similarly companies differentiate their products through branding. The brand I have selected to analyses for this assignment is GoCompare.com. I have selected this company because it has always displayed very catchy adverts on television and it will be interesting to analysis the brand using theoretical models. Gocompare.com was first launched back in November 2006 by Hayley Parsons. The main difference from competitors was to display more detailed quotes rather than just prices stacked together. It found big success in very short time and in 2013 it is estimated to worth over 450 million express, 2013.
P&G Company has a unique logo as a company in whole along with its other products for example the head shoulders shampoo. The P&G Company logo is blue in color and consists of 26 tiny icons that represent each and every product produced by P&G Company. P&G Company has a reputation for value, low price and for being customer-focused. Moreover P&G Company has been particularly successful because of the strong brand. Branding associations have helped the company to expand into new sectors and markets. Has also been strong in the field of public relations, advertising and build its business at the local level. This local approach to marketing seems to be the main driver of success. P&G Company has a good range of products, including own label products. It seeks to provide excellent products and service, to ensure high levels of customer satisfaction. Private label products have helped strengthen Profit Company, and through the good broad appeal, best brand and also P&G Company has received a wider consumer audience by advertising. Aggressive expansion abroad has helped to maintain high profits. While the disadvantage is that it’s cost full and time consuming, it takes up months to create a logo and put it out in public as well as a lot of money is invested to it, hence this might Couse product
A brand can be described as the sentiments people have regarding a product offered in the marketplace; however, it is not the name, logo or the symbol of a product. The brand is an expectation which individuals have for as establishment’s commodities or amenities. Branding is defined as the process of producing reactions and impression between the business and the consumers of the products they offer. It is commanded by the audience, and an establishment has no control over what the consumer's perception of the commodities. In the marketplace, branding commands the reputation that a business produces for itself. The content which I have selected to concentrate on developing in this paper will take a comprehensive analysis of the brand “Coca-Cola.”
After reviewing the data provided by L’Oréal, we recommend focusing the marketing efforts on the ombre hair colouring style. L’Oréal can successfully market this style trend through the development of several campaigns on major social media platforms to promote the new product. We are confident that a strong social media presence will allow L’Oréal to mass promote its new product in a feasible fashion, while capitalizing on the strong L’Oréal brand.
Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much more than just creating a way to identify a product or company. Branding is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol.