Professional Documents
Culture Documents
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recruitment. This process of embodying the brand idea
throughout the organization is what we call branding.
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story. This explains why there is so much confusion
regarding the difference between them. Marketing used
to be about the promotion of products and services.
Successful marketing now focuses on the promotion of
brands.
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than gained that. This has strengthened brand loyalty
as well as being exceptionally instrumental in helping
to retain the brand image Coca-Cola wishes to present.
Coca-Cola endeavors to give the best, they go all out
to do this. This is deemed as retaining consumers by
default. Such a clever brand marketing tactic this is.
Coca-Cola also focuses on increasing purchase
frequency. They go all out to attract customers by
using a host of marketing/advertising campaigns.
They've utilized the services of celebrities all around
the globe to increase purchasing frequency. In fact
Coke-Cola had even been in the movies.
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coupons in their smart brand marketing. Once Candler
sold the company to Ernest Woodruff, sales increased
ever more.
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Finally, strong brand image is related to brand
loyalty. The more consumer demands are satisfied, the
more consumers are attached to a brand and retained by
default. Also, Coca-Cola’s brand image entails the
purchase frequency that is boosted by effective
advertising campaigns and marketing strategies. In
doing so, the corporation expands its customer base and
enhances customer loyalty by meeting customer needs and
raising customer satisfaction.
Packaging
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infestation. Protection is required against
transportation hazards spillage, dirt, ingress and
egress of moisture, insect infection, contamination by
foreign material, tampering pilferage etc. A package
should preserve the contents in 'Factory Fresh'
condition during the period of storage and
transportation, ensuring protection from
bacteriological attacks, chemical reaction etc.
Most products must be contained before they can be
moved from one place to another. To function
successfully, the package must contain the product.
This containment function of packaging makes a huge
contribution to protecting the environment. A better
packaging helps to maintain the quality of the product
and reachability of the product in the consumer's hand
without spillages. It gives better image to the
organization.
A package must communicate what it sells. When
international trade is involved and different languages
are spoken, the use of unambiguous, readily understood
symbols on the distribution package is essential. It is
the interest further that to get appropriate
communication to the consumer about the product, how to
use it and other utility information. Packaging
protects the interests of consumers. Information
includes: quantity; price; inventory levels; lot
number; distribution routes; size; elapsed time since
packaging; colour; and merchandising and premium data.
Product positioning
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feature that was previously irrelevant. For example, a
brand of baking soda could once be positioned as the
best addition to homemade cakes. But as declining
numbers of consumers baked from scratch, it became
necessary to reposition such products as cleaning
agents. Repositioning can also be prompted by new
competitive threats or other changes in the business
environment.
Position your product by being first to market. This
first-mover strategy allows you to quickly gain market
share. Typically, customers view the first product on
the market as the leader. Once you have positioned
yourself as the market leader, you must deliver a
quality product that supports your market-leading
status. If you are first to market, but your product
obtains a reputation for bad quality, you risk
tarnishing your brand image, which can have a long-term
negative impact on sales for all products you offer.
Consider the first-mover positioning strategy if it
helps build a positive company image or allows access
to limited resources or distribution channels. For
example, if you need a raw material that is in short
supply to manufacture your new product, you can
contract the materials before your competitors know
they need the material. You can also consider a first-
movers strategy if customers are loyal or stick to
their first purchase, and there are built-in change
barriers like contracts or installation requirements.
A multi-branding strategy can help you create the
market positioning of similar products. For a multi-
branding strategy, you create multiple products you
market under different brand names. In effect, you are
creating your own competition with your own products
and disallowing space for competitors to easily enter
the market. You can differentiate the products by
price, features or quality differences. This
positioning strategy can allow you to dominate the
market by offering options for customers at all price
points and feature requirements, while obtaining
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economies of scale for your business. Consider using a
multi-brand strategy if there are low barriers for
entering your market, or if customers like to
experiment with different products or features. This
strategy works best for a product that is purchased on
a frequent basis. For example, a multi-brand strategy
could be used for a new line of hair care products
based on natural earth minerals. You could introduce
the high-end, heavily marketed product under a luxury
brand name and introduce a low-cost option under a
brand name that is barely marketed. The marketing
effort you exert for the high-end product will
translate into purchases for both products. By offering
a high-end and a low-cost product, you leave little
room for competitors to find a market niche to
introduce a third product.
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