Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers (Business dictionary.com). Branding precede and underlie any marketing effort, it is not push but pull. Branding is the essential true value of an organization, product, or service. It communicates the characteristics, values, and attributes that clear view of what this particular brand. Kapfere (2001), describe branding can be a subjective term where no one is talking about precisely the same thing.
Introduction: A brand extension is understood to be using the current brand name for another product to enter in a market, brand extension can be described as new product development strategies that can reduce financial risk by using the name of the brand which already existing to enhance the confidence of the consumer. Example connected with brand extensions are Coca Cola, Pepsi, Nestle, P& G, Uniliver, Fine and etc. Successful brand extensions count on consumers perceived fit, Innovation, concept and Consistency, perceived quality, brand familiarity. For many years researchers tried to find the major factor that affects the brand extension of the firms and how it does affect the business.
This research method is used: to describe variables, to examine relationships among variables; to determine cause and effect interactions between variables. 2. Qualitative Research Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.
AMITY UNIVERSITY, AMITY SCHOOL OF BUSINESS, NOIDA, UTTAR PRADESH PROJECT REPORT ON: “MARKETING STRATEGIES OF ‘CADBURY’-MONDELEZ INDIA” SUBMITTED TO: DR.SUPRIYA JHA ASB, AMITY UNIVERSITY, NOIDA, UP SUBMITTED BY: ADITI GUPTA BBA – CO7 A3906413041 SUMMER PROJECT REPORT ASB, AMITY UNIVERSITY, NOIDA, UP OBJECTIVES OF STUDY To study about the company’s marketing objectives. To study company’s variety of products. To overview company’s competitors. To study its marketing strategies: communication strategy, distribution strategy and pricing strategy.
Proctor and Gamble Company is one of the leading players in the consumer goods industry. There are a lot of reasons that allow companies to attain the level of development and commercial success that has been witnessed in Proctor and Gamble. While there are a lot of environmental issues that affect the operations and consequent success of business organizations, it is necessary to point out that the largest success contributor is in the inherent abilities of the company. The manner in which the organization organizes its operations and leadership is critical to the success of the team (Kuratco et al, 2014). In that line, it is notable that the internal factors within Proctor and Gamble have contributed to the enormous levels of success that
Indonesian consumers are allured to branded products. They are affected by marketing approach of companies such as commercials, artist ambassador, beauty vlogger (video blogging), product packaging, and color (packaging) that give an impact on a brand purchase decision. Consumer preferences is a crucial step to understand consumer attitude toward brand behavior. In cosmetic industry exist a high degree of customer loyalty, if a consumer feels satisfied and comfortable with the certain brand then he or she is unlikely to switch to another brand. We do brand analysis if the business situation in well condition so as to ensure that the business is available for long-term orientation provided with appropriate business objectives.
4.5. Analyse the additional elements of Tesco’s extended marketing mix Over years, the concept of marketing has been evolved and extended, and even the definition of product also has grown more complex idea. In 19981 Boom and Bitner proposed the additional marketing mix that directly relate to the business and these are physical evidence, people and process People: this refers to the people that have direct contact to customers.
(David and Geoff, 2000) Consumer buying behaviour is affected by three main factors which are buying situation, personal influences and social influence level. (Weilbacher et al 2003) Advertisements do not affect the whole; but only what consumers have learnt and perceived about the product. Advertisements main task is to explain the complete idea in different way so products have a livelong impact on consumer mind. To analyze customer behavior more aggressively, firms need to understand some important aspects of consumer behavior that are associated with product so consumer buying behavior can be understood.
Emotional branding is defined as the attachment of emotions and a bond to a brand, and is found to be one the key branding topics of today (Malär et al., 2011). Consumers are no longer seen as passive victims of marketing that only seek for functional benefits of the products, but active relationship-forming and experience-searching partners (e.g. Fournier, 1998; Valette-Florence & Valette-Florence, 2011). Rossiter and Bellman (2012) introduce five widely utilized and known emotions to be attached to brands: bonding, resonance, companionship, love, and trust – the latter which Blackett and Harrison (2001) as well as Schuiling and Moss (2004) defined a value especially important in the pharmaceutical market. These are also emotions Fournier (1998) finds are related to the strongest brand consumer relationships. Thomson et al.
On the sidebar of Safeway’s “About Us” page, there are related links that offer further information about careers, investing in the company, affiliates and a charitable program that the company pioneered. There is also a link for “Supplier Diversity”, which I followed, and it offers a statement that the company encourages suppliers of diverse ownership and backgrounds to do business with them (Safeway Inc., 2008-2016). The importance of that seemingly insignificant area of Safeway’s website supports the part of their mission statement about offering their customers the products they want. The second part of their mission statement – great customer service – is hard to gauge by their website alone, other than the fact that every section of their website offers good information regarding available coupons/savings, pharmacy & nutrition, recipes & meals, grocery delivery, and