helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior. Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumer’s purchase of package, its elements and their impact on consumer’s buying behavior became a relevant
1- The purposes of marketing strategy : A- To enable organizations to achieve and sustain a competitive advantage in the marketplace. B- To create both market-based relational and intellectual assets. C- To enable organizations to build beneficial exchange relationships with customers. D- To modify, influence and shape the behaviors of customers. E- To identify and increase new paths of differentiation, and F- To enhance the importance of non-price criteria relative to price in the brand choice decision process of buyers 2- The last objective can be achieved through by segmenting market into subgroups and offer based on customer’s needs for each segment 3- Differentiation means heterogeneity in supply 4- A sustainable competitive advantage is important condition for a business to compete over the long-run.5- In an industry, there will be more than one path or marketing strategy to attain the desired performance.
Brand image vs Channel image In marketing field, brand recognition is very significant in determining the achievement of goods and services. So, a brand image refers to recognition and features that consumers’ preference with a specific entity. However, a channel image is a recognition and features that a customers’ certain distribution path. Thus, both images are connected, but they are constructed by dissimilar things. When determining on improve an operational selling plan, marketer have to think about how to applying the both ideas properly.
Sales Strategy A retail sales strategy must develop a thorough, well-integrated plan, in order to gain a competitive advantage in the market. A retail business develops a strategy to reach their target market and communicate their message in a meaningful way that consumers can relate too. (Gluck, S., 2014). Prior to communicating with consumers, retailers must assess market conditions and determine if their product or service will meet market needs. An analysis of the strength, weaknesses, opportunities and threats (S.W.O.T) gives a retailer perspective about the market and their own business allowing them to capitalize on the conditions.
This assignment is about marketing, where I will produce a marketing strategy for a new or existing product. This unit introduces the major principle and functions of marketing; I will look on customer needs, and creating a suitable strategy or marketing mix, which will satisfy customer needs. In this unit I will experience the marketing process from carrying out initial research about a market, investigating the principles of functions of marketing and the way in which it contributes generating income/profit in a business. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. Marketing also involves analyzing customer needs, securing information needed to design and produce goods or services that match buyer expectations, and creating and maintaining relationships with customers and suppliers.
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. A significant differential advantage can lead customers to focus on product benefits other than price. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand.
Brand is a name, symbol, design, term, sign or a combination of all of these items which is intended to identify and differentiate the goods and services of one seller from their competitor (Kotler, 1997). A particular brand can reflect consumer status in society, lifestyle and economic background, and influence consumer behaviour. Traditionally, brand was used to distinguish two different products and as a mark of identification. Blijlevens, Creusen and Schoormans (2009) indicate product differentiation through branding is desirable for both the consumers and producers. Brand names present an identification and information of a particular product to the potential buyers on what the product means while making it convenient for the consumers to summarize their feelings, knowledge and experiences (Rubio, 2014).
There are two types of research Sainsbury's could use 1) field research and 2) desk research. Promotion: this is to tell the customers that the products or services that is available by advertising will encourage the customers to buy the products or services by offering promotions. Sales: this provides that the goods and services are suitable to customers that they need or want. This area of department involves making sales. This function helps Sainsbury's to achieve the objectives.
Branding Influences Consumer Buyer Behavior In order to fully understand the impact that branding has on the consumer buying behavior, there has to be an understanding of what exactly is meant by it. Branding refers to a name, term, sign, symbol, design, or more than one combined that will allow consumers to identify and differentiate an individual product or service from their competitor. It also adds value to any purchase by being well-known and trustworthy to the consumer. This value and trust allows consumers to develop relationships with the certain brands. Their relationships with these brands affect the buying decisions or behavior.
Having the customers feedbacks being monitored and used to formulate a specific strategy in innovating a product or service can help deliver those things to the customers. Also, communication with the customers before and after the purchase is very important in order to evaluate the product's performance and the level of satisfaction that the customer feels on the product. The commitment of industries to the "Customer First" principle is also an important key in delivering value to the customers. This can help marketers to create more customer value to more customers and more profit to the