In this research, especially towards the end of the 2000s due to the increasing harsh conditions of global competition, brand marketers than by conscious and deliberate manner introduced in sensory branding strategies of the consumer buying behavior by influencing brand loyalty, build and could not be identified were examined. For this purpose, primarily as a result of preliminary work by the highest percentage of participants who are seen as sensory branding brands as Coca Cola and Starbucks has been decided.
After preliminary study to be used determinated of Coca Cola and Starbucks brand separately for each of the mainly consists of eight chapters and 19 questions of the questionnaire was prepared. In the first part of the questionnaire to determine the demographic characteristics of the respondents four questions and the second section will be included in the study to determine the participants are given two questions. Accordingly, using the brand in question and that a good questionnaire participants were evaluated. In the third part of the questionnaire, what level of sensory brand marking five questions to determine what they do, in the fourth chapter determine the participants' brand loyalty is given to the eight questions.
Social media as a method of collecting data and information are used. Achieve more in less time so that participants were targeted. In line with the survey results; sample size for each brand for Coca-Cola 100, including Starbucks 100 total sample size was determined to be 200 persons.
The data obtained as a result of research, survey analysis was conducted. Both proprietary was carried out with the total sample number. According to the results of the analysis; Coca Cola and Starbucks bran...
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...le elements mixing is required. Businesses will provide them a competitive advantage if they apply sensory branding strategies, able to be easily distinguished from its competitors, however, that are important from a strategic and financial standpoint brand loyalty will be a step forward in reaching the spot.
Surveyed sensory trails marking his thought Coca Cola and Starbucks brand for the collected data, when analyzed, it was shown, in different sectors, both of the brand for sensory branding strategy, brand loyalty positively affects.
In accordance with the results obtained; Companies that implement sensory branding strategy, brand loyalty is successful in capturing shows. Research arising as a result of this conclusion, we draw attention to the importance of sensory branding, development and improvement of the field will benefit businesses at the point.
Mise, J. K., Nair, C., Odera, O., & Ogutu, M. (2013). Determinants of Brand Loyalty and Product Quality of Soft Drink Consumers. Asian Journal of Business and Management , 1 (1), 8-13.
There are several competitors in Kazakhstan for Second Cup such as Starbucks, Marrone Rosso and Costa Coffee. They are direct competitors because they offer a similar selection of products and similar product quality. Consequently, these coffeehouses are close substitutes to Second Cup and pose a significant threat of rivalry. Additionally, as brand recognition play a significant role in developing customer loyalty, it may work to the advantage of these competitors in attracting and retaining consumers.
The brand identity building process is complex. This is especially true for organizations that offer a range of services and products. The process entails extensive research, including market research, marketing audit, competitive audit and usability, and a clear branding strategy. Furthermore, a brand identity is only truly successful when customers closely identify with the brand. This happens when a brand caters to customer requirements and preferences. Marketers have to keep this in mind and ensure that the brand identity is aligned with, and relevant to, its customers.
The purpose of this paper is to describe the attributes of the Starbucks Chai Tea and energy drinks in detail. The pace at which this product will move through the product life cycle will be described as well as the factors that will impact its movement. Also, details on how the product life cycle will impact the marketing of the Chai Tea and energy drinks will be identified. The positioning and differentiation strategies for this product will be identified. The appropriate price strategy to be used will be described.
This project is about the Coca-Cola Company and one of the Coca-Cola Company’s products according to the marketing project. In this project I have studies the different type of marketing techniques that used by the company for identify the need, wants and demand of the product which supplies to the people and how company developing the customer oriented marketing strategies. I also study, how Coca-Cola Company have done segmentation, target marketing and positioning of their product.
Companies input information about the brand through their brand and product and want the consumers to perceive the brand following their guidelines. Consumers first receive that information and come out with their perception of the brand, indicating the brand personality that marketers build for the brand might be different to what consumers perceive. Therefore, it is necessary for marketers to explore how brand personality is received by consumers and what are their favorite brand personality toward to particular product type. To understand customer perceived brand personality is the first step for firms to build and maintain a positive brand
“Consumers no longer want only a great product; they want to buy products from companies that align with their character and values” (Kent, n.d, para. 1). In 1886, Dr. John S. Pemberton was a pharmacist who created a drink consisting of mixing syrup with carbonated water (World of Coca-Cola, n.d). Frank M Robinson, was his bookkeeper and then partner, invented the innovated trademark, logo and script; still used today (World of Coca-Cola, n.d). Pemberton sold portions of the company to new investors who took the product and the brand to the next level. Three years later, the Coca-Cola Company was born making it the biggest and most recognized brand sold internationally. The selected product will examine the customer segment, assessing the
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.”
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.
By remaining true to core competency and a laser like focus effort towards quality; Starbucks has managed to analyze, adapt and create brand loyalty to their particular market and remained the top competitor throughout the coffee industry. Americans in general enjoy a good, hot cup of coffee to start their day. In any given business, seeing a torrid cup of coffee in a cup from Starbucks is not uncommon. Starbucks is one of the most popular coffee franchises in the world with locations in 62 countries. Starbucks has been around since the year 1971where they started off as a coffee bean roaster and retailer. This research paper will briefly explores, examine, and assess Starbucks quality marketing and management strategy. Additionally, this research
Lastly, brand awareness is a crucial consideration. And It may be thought of as a consumers’ ability to find a brand within a group in adequate detail to make a purchase. It is important to remember that adequate detail does not always need identification of the brand name. Often “brand awareness is no more than a visual image of the package that stimulates a response to the brand.” Moreover, recall of the name is not necessarily required because brand awareness in which can try via brand recognition. According to Emma Macdonald and Byron Sharp (2003), suggested, when a brand is recognized at point of purchase, its brand awareness does not need brand recall. This is a major point in the consideration of brand awareness as the most important communication objective. In fact, the difference is misunderstood by marketing and advertising managers. The difficulty is to relate to the essential difference between recognition and recall, that is extremely important to advertising strategy. Brand recognition and brand recall are two separate types of brand awareness. The difference depends upon the communication effect that occurs primarily in the consumers’ memory.
In 2002, unexpected findings of a market research showed problems regarding customer satisfaction and brand meaning for Starbucks customers. The situation was unacceptable for a company whose overall objective is to build the most recognized and respected brand in the world. Starbucks was supposed to represent a new and different place where any man would relax and enjoy quality time, alone or with others. But the market research showed that in the mind of the consumers, Starbucks brand is viewed as corporative, trying to expand endlessly and looking to make lots of money. This huge gap between customers' perception and Starbucks' values and goals called for immediate action.
Branding is an effort on the part of the manufacturer(s), marketer(s), to create a distinctively unique image about their market offering(s) in the heart and mind of the consumer(s) through delivering value, utilizing marketing promotion and various brand building initiatives. Truly brands resides in the hearts of the consumer(s), and the consumer(s) brand awareness, brand preference and brand loyalty determines the fate of the brand. Brand equity measures the goodwill of the brand in the market and the level of consumer brand preference and consumer brand loyalty. Consumer(s) brand loyalty is highest, when the consumer(s) demands their favored brand, refuses to buy any other brand and are willing to put in an extra
...s sweet, the sides taste sour, back tastes spicy and other sides better understand the salty taste(Lindstrom,2005:40). Sense of Taste is one of the sensual factors that conditions consumers brand perception. Taste perception is associated with the brand image in the minds of consumers. Brand identification without the consumers' experience is completely different. Taste perception varies according to countries and cultures. Therefore, international brands, especially in the different culinary cultures or in countries with a strong tradition of herbal medicine in order to facilitate local acceptance and they use local flavors as materials. Branding experience by adding some flavors can open a doors to a new world. Products, promotional items, packaging, marketing materials, events, etc.. brand of reflecting elements is used to create the perception of a taste.
The shifting of the consumer’s taste of simple products to high quality branded products is not sudden. It grew out in the middle of the 20th century and the companies selling various products needed a new way to differentiate their products from the others giving it a unique identity.