Category: Brand

From the point of view of marketing, every employees main goal is to sell their own talents, skills, knowledge, and professionalism. The way they approach this task determines their future success as a worker. As proved by the contemporary practices of advertisement and marketing, a product of mediocre quality can become extremely popular and demanded in case it is promoted in a skillful manner.

The same tendency can be applied to people  an individual with excellent skills and knowledge may not get hired if the way they present themselves does not appeal to the hirers, and the other way around, someone with average level of professionalism and lack of experience may be more creative as a marketer, and therefore, get the job easily. The I brand concept suggests that the potential job candidate and career builders approach themselves as marketed goods and attempt to turn their own sets of skills and personalities into goods, wanted and attractive to the employers.

The creation of a personal brand means shaping a message and an image for oneself as an individual and a professional (Segran par. 3). The accomplishment of this task requires that the applicants (or self-marketers) familiarize themselves with their target audiences (or consumer base), clarify their advantages and disadvantages, identify their objectives, and plan their actions as to the self-promotion as job candidates and future employees. This paper describes how I see myself as a brand and attempt to incorporate various means for the achievement of higher chances to get hired and develop the desired career.

Mission, Goals, and Objectives

Mission

The mission of my I brand is based on self-improvement and actualization. My mission as a professional is to develop a successful career in an organization whose corporate values and philosophy match my own worldviews. The mission will define and direct my overall course in life and remind me of the integrity and aspects of life I believe are the most important. My choice of the workplace will be connected to my individual values, and their consistency will define my suitability and integrity about becoming a part of an organization.

Goals

Further, working on my mission, I have to formulate a number of clear goals. First of all, I need to make sure that my level of knowledge and professionalism is high to make myself a match for various organizations. Secondly, I need to position myself as a valuable professional so that the employers are interested in hiring me. Thirdly, my next goal is to make myself visible and researchable for the future hirers. Finally, I require connections and recommendations that would provide me with a wider range of opportunities to get hired and a longer list of companies to apply to.

Objectives

Each of the goals established above is based on several objectives that serve to guide me. The first goal  the improvement of knowledge and level of professionalism includes such objectives as the acquisition of education, earning a qualification, and self-improvement. The former is achieved with the help of educational institutions, and the latter can be accomplished independently by means of purchasing and reading books on professional improvement, doing online research about the subjects relevant to the spheres of knowledge I wish to improve, and participating in forums to make myself a part of the marketing community.

The second goal  the positioning of self, involves the creation and promotion of my online and offline image. Since many companies tend to research their job candidates profiles on social networks, I have to spend some effort perfecting my profiles and making sure that no threats to the reputation of my brand are evident. The information given by my profiles about me, as a person, is to be honest, full, and truthful.

Most importantly, it has to look natural instead of creating an impression that all the data was framed specifically for the employers. In fact, the internet today is an essential and powerful tool for personal branding because reviewing ones profile the audience forms their opinions based on its content (Segran par. 1). The power of social media is in ones ability to control and select the information available for the public access and present oneself in the desired way (Segran par. 2).

The visibility of my brand can be achieved not only with the help of social media but also by means of crafting my resume. Since many companies use special programs to select candidates based on the contents of their resumes, I would need to research ways to get through these programs adjusting the wording in my resume. Preparing myself for the interviews, I would need to write down and memorize the key points for my answers to the most frequent questions.

All the means mentioned above will serve to promote such traits as confidence, ability to work under pressure, passion for learning and self-improvement, leadership qualities, excellent teamwork skills, high level of professionalism (both theoretically and practically), responsible attitude towards work, harmonious and diverse lifestyle (healthy practices, care for the environment, interesting hobbies, constant learning, professional curiosity). Building connections I would address my target audience to invest my time and energy with the highest effectiveness.

Target Audience

Any brand is to orient to its target audience that needs to be clearly defined. Attempting to become appealing for everyone would result in a waste of resources and time without producing any results (Patel and Agius 1). Target audience of any brand includes the people with whom the brand plans to interact; if a brand is viewed as a product, then the target audience is the consumers.

Professional Level

The personal brand of a professional is consumed by the employers. That way, my professional target audience will include the organizations and their decision makers. The first step of interaction with the target audience is the definition of their needs to establish a clear connection between the brand and the consumers (Patel and Agius 2).The needs of the organizations in terms of human resources can be researched on their websites and various professional forums. The best option would be to build connections with the actual workers or the organizations to learn about their inner dynamics and the most relevant needs.

Further, based on the researched needs of the employers I would form my business offer  establish a set of qualities and skills I already have and need to emphasize to show my suitability for the organization, learn or improve the required skills and qualities that are not as developed, find a comprehensible and efficient ways to communicate and present the offer. After I am hired, I will work to raise my performance enhancing the areas where I succeed and taking over more complex tasks. Eventually, I will make a new offer to the employers in order to move up the career ladder.

Personal Level

On the personal level, the employers are to be interested in my individual skills to make sure that I could make a good addition to their team of professionals. A good way to become appreciated by the hirers is to view myself and my skills from the point of view of what the employers need, because as stated by Joseph, ones personal brand can only be successful if one puts the needs of the consumers first (par. 7).

Working on my branding on a personal level and communicating with the employers I should emphasize the qualities and knowledge I have that would be the most interesting for them. For instance, if a company relies on collaborative projects, I need to present my teamwork qualities and experiences such as interpersonal communication skills, conflict mediation, management of resources, collaborative problem solving, loyalty, and reliability.

In addition, to brand thoroughly and honestly, I would need to acknowledge not only my achievements and abilities but also comment on my disadvantages. A high level of self-awareness is required to help me analyze myself carefully, name the features I could work on and think through the ways I could address them. Using teamwork as an example, I am aware that feedback from the peers is crucial for ones performance management; however, I sometimes fail to ask for a timely assessment from peers feeling uncomfortable to ask people for insights and criticism.

Points of Parity and Difference

Points of difference are the aspects that distinguish a brand from its competitors. The majority of brands choose the strategy based on points of difference (POD) a marketing approach to provide the consumers with the viable reasons to choose this brand over the others (La Marca par. 1). Researching the needs of my target audience, I would specifically focus on the unfulfilled needs and aspirations as the sources of unmet desires of the company.

My points of difference will be based on the analysis of these needs so that I could emphasize the qualities and skills to address the shortages of my target audience and help it solve the problems. For instance, if an organization is struggling to integrate new software, I can emphasize my IT skills and present myself as a quick-learner who will not only be able to master the new technologies fast but also coach the other employees how to use them effectively.

The point of parity (POP) can be defined as the area where a brand matches the general standards and needs (Aaker par. 3). The marketers often use POP in a combination with POD. For instance, the manufacturers of a laundry detergent in their commercials like to say it is just as good as the expensive detergents, but it costs less. Using the two points in a statement like this the marketers emphasize them both.

Applying that to my personal branding I could state that even though I am a young specialist, I am willing to learn and, I work to improve myself as a professional every day, or while I am unable to take over complex tasks, I could accomplish an extra amount of simpler tasks. Besides, the points of parity can be used to reduce the significance of the liabilities when the weaknesses or disadvantages of a brand are on the standard level and are presented as not the strongest sides, but matching all the necessary requirements (Aaker par. 4).

Cultural Dimensions

In reference to the power distance index (PDI) dimension, my brand will be likely to begin at the very bottom of the power chain. As a result, I will be surrounded by the people employed from the bottom level, many of whom would aspire to climb their way to the top. Logically, the competition at that stage would be high, and so would be the turnover level. That way, the demonstration of stable high-performance and loyalty would be the key ways to move on further in my career.

The dimension of individualism and collectivism (IDV) is defined by the companys structure and the choice of work organization. Emphasis on teamwork and group projects will assume the collectivist culture of an organization. The individualistic culture will be signified by the individual assignments. Both of these strategies work well in marketing, and that is why my brand is able to adjust to any of the environments.

Masculine cultural dimension is characterized by a highly competitive environment where assertiveness and high achievements are appreciated the most; whereas feminine culture relies on mutual support, cooperation, and help to the others (The Hofstede Centre par. 3). The marketing industry is definitely masculine by nature as it is based on rapid dynamics, high level of competition between organizations and individual workers. My brand is prepared to deal with high pressure, manage time and resources, work independently and within a team, demonstrate my leadership skills, and show excellent results within the shortest time.

Marketing relies on planning and research, the level of uncertainty avoidance there is very high, and this may be a liability. My brand is prepared to deal with uncertainty avoidance and work out extra plans and do a thorough research to support the risky decisions.

As for the short- and long-term orientation dimension, marketing sphere is certainly seeking for short term benefits from their actions as marketing strategies and campaigns are designed to show results right away. Working within this requirement, my brand is ready to find the most relevant and recent information, interact with the clients and always keep up with the slightest changes in tastes, trends, and interests of the clients.

Brand Mantra

A brand mantra should not be confused with a commercial slogan or a motto. It is a very short piece of information that includes three to five words only. Brand mantra has to emphasize the specificity of the brand and define it at the same time. The words for the mantra can reflect the brands orientation, focus, or points of difference. The three words I chose for my personal brand mantra are Determination Diversity Improvement.

This mantra reflects the fact that as a professional I am loyal to my organization and determined to show the best performance. Besides, it states that my skills and abilities are diverse, and that is why I can demonstrate flexibility in the rapidly advancing industry and highly competitive environments. Finally, the mantra points out my focus on self-improvement as a professional and thrive to achieve excellence in my career field.

Works Cited

Aaker, David. Points of Parity. 2013. Web.

Joseph, Jim. Why Every Personal Brand Needs a Target Audience. 2013. Web.

La Marca, Daniela. Points of Difference or Points of Parity: How to Position Your Brand Competitively. 2013. Web.

Patel, Neil and Aaron Agius. How to Define Your Target Audience. n.d. Web.

Segran, Elizabeth. The Authentic Persons Guide to Self-Branding. 2014. Web.

The Hofstede Centre. National Culture. n.d. Web.

Global Branding and Organizations

Pros

• Branding provides an opportunity to reach new groups of consumers.
• An efficient strategy promotes brand awareness which, in turn, can help achieve superior profits.
• In combination with an appropriate pricing strategy, branding can support the realization of a product as an asset and contribute to the growth of brand equity. The more valuable the brand or the firm will be, the greater barriers to market entry for new competitors it will create. It means that branding is essential to gaining a leadership position.

Cons

• With the increase in brand awareness at the global scale, the number of cheap and illegitimate product substitutes grows proportionally (with approximately 1-to-8 ratio). These fake brands take a significant share of profits and jeopardize the integrity of genuine brands.
• Sometimes the outcomes of branding may be counterproductive  customers become more and more suspicious of big brands as they impact the local environments forcing a grey cultural homogeneity on the world (The Case of Brands). As a result, consumers may prefer smaller brands over the global ones.

Global Branding and Customers

Pros

• Since branding implies the development of customer loyalty and trust, by purchasing goods produced by famous brands, potential consumers can obtain such values as quality.
• Global branding provides more consumer choice options and, in this way, allows potential consumers to fulfill a plethora of their needs and interests.

Cons

• The adverse effects of globalization accelerated by branding include ecological deterioration, inability to sustain in the market for local small businesses, promotion of cultural homogeneity, informational pollution, etc.
• Brands tend to sell superior lifestyles along with their physical goods (The Case of Brands). When brands play on the psycho-emotional needs of customers, sometimes they tend to buy unnecessary items.

Discussion

Brand image is more than just a complex of logos, color solutions, and labels. The brand is also a message conveyed to consumers. It comprises both tangible and intangible values. Therefore, the influence of the brand on a person is tremendous. Moreover, the very fact of buying a particular product often demonstrates what interests and qualities the buyer may have because every purchase can be regarded as an act of self-identification.

Thus, if branding is carried out correctly, the influence of the brand on consumers may be powerful. For companies, branding can help gain such advantages as increased brand awareness and greater customer loyalty which, in turn, can result in better financial performance. Moreover, branding is core to successful international market entry. Efficient branding (i.e., product localization, etc.) can help a firm to address the needs of local consumers much better and reduce the risks associated with entering new markets. However, along with raising brand awareness, companies may contribute to the development of counterfeiting and piracy.

The illegitimate goods are always produced as replicas of the most successful premium products. Since the fake items are cheaper, they attract the lower-income buyers who cannot afford the genuine goods. As a result, the brands suffer losses in terms of finances and brand value as well.

When speaking of consumers, the major advantages of branding they receive include the opportunity to purchase products of higher quality. Global trade largely contributed to product diversification in most parts of the world, and now consumers can find a brand that meets their peculiar interests based on the price, authenticity, exclusiveness, etc. However, from another point of view, global branding does not allow local firms to succeed as it is hard for them to compete with international giants.

Other adverse effects of branding are associated with globalization and international trade as such. They are environmental deterioration, human rights abuse, unfair business practices, etc. which negatively influence the social welfare. Moreover, to increase product demand, marketers identify the emotional and psychological needs (e.g., self-enhancement, etc.) of potential consumers and develop images which, as they suppose, may promote the desired purchasing behavior. In a way, the given approach is unethical.

Background

There has been a proliferation of generic brands in the United States of America and other markets around the world since 2007.

Discount stores such as Walmart and others have taken into offering their clients generic products that are relatively cheaper than their brand name counterparts to combat the current dire economic situation across the globe

• maintain high-profit margins to stay afloat.
• increase the sales volume of fast-moving brands such as drugs and utility items

Significance of this Study

• The findings of the proposed study will go a long way in providing a link between the generic brands and organizational profit margins.
• From the findings, the organization manufacturing branded products will be able to know whether generic products for their branded items are a boost to their sales or not.
• Organizations will be able to make informed decisions regarding whether to produce generic products or not.
• Review financial statements from 2002 to 2009.
• Examine the revenues and EBIT to determine the net profit.
• Compare to sales volume reports.

Sundry Items Used in Study

• Care One toothbrush versus Reach toothbrush  Publix supermarkets in Tennessee.
• Family Dollar Window Cleaner versus Windex Window Cleaner  Family Dollar.
• Sun OxyMagic versus OxiClean all-purpose detergent and cleaner.
• Publix toilet paper versus Scotts toilet paper  Publix supermarket in Tennessee.
• CVS Skin Relief Body Wash versus Neutrogena Body Wash  CVS in Manhattan, New York.

Pharmaceutical oriented products

• CVS eye drops versus Clear Eyes eye drops  CVS in Manhattan, New York.
• CVS Cold and Cough Medicine versus Halls Cold/Cough Medicine  CVS in Manhattan, New York.
• CVS aspirin versus Bayer aspirin  CVS in Manhattan, New York.
• CVS Multivitamin versus Centrum Daily Multivitamin  CVS in Manhattan, New York.

Discussion

• Market forces of demand and supply play a significant role in determining product prices
• Word of mouth is vital as a means of sales promotion especially when the product meets the expectation of the users
• Store brands are very effective when they create uniqueness associated with particular stores
• Generic products are continuously becoming attractive to consumers posing stiff competition to the brands especially in economic hard times.
• Going by statics, the brand is continuously losing customers to the generic as most Americans do not go back to the brands after using the generic products making it hard for the brand outlets to survive as consumers have a small percentage of disposable income.

Conclusion

Cheap generic products have increased their popularity among consumers and retail outlets. Manufacturing of generic products is cheap and quite easy as compared to brand manufacture which faces many hurdles. The economic hard times have made the generic products to be preferred by the consumers over the brands

Recommendations

There is a need for more market research to be carried out ton identify the rise in popularity of the generic products.

The relationship between current economic recessions on profit margins on both original brands and generic brands, consumer spending, and further explanations on why consumers opt to buy cheaper brands compared to original brands that are expensive but of a better quality of to be investigated.

Recommendations continue&

The emerging consumer characteristics over the years in terms of consumption of generic products and analyze the relationship between product quality, product price, and customer loyalty on profits on a larger scale ought to be investigated.

It is advisable that demographic analysis of consumer behavior and trends and a financial analysis need to be across more states in the United States to arrive at a concrete answer to the above researches.

Introduction

Entrepreneurship is an important concept in business. This is due to the different opportunities that result from entrepreneurship. Business opportunities can either result from the innovation of new products or by companies adding value to their products that are already in the market. Various marketing concepts are integrated by the management to ensure that the products succeed in the market for example branding. A product brand refers to a symbol, name, or a combination of both that is used by a firm to distinguish its product from other competing products (Kohli & Harich 1995). For a particular firms product to succeed in the market, it is paramount for the management to develop brand equity. Brand equity refers to the worth that is attached by consumers to a particular product (Marketing teacher 2007). Firms should ensure that they develop brand equity about their products to achieve a competitive edge. Firms that develop brand equity for their products benefit from an increase in the profit margin (Harris 1996). This results from an increase in the level of sales. Currently, the soft drink industry is characterized by intense competition. The increased competition has resulted from the emergence of various product categories for instance the energy drinks category. Red Bull GmbH and Monster Beverage Incorporation are firms that produce energy drinks. These firms face stiff competition from other large competitors such as Coca-Cola Company, PepsiCo incorporation, and Gatorade Company (Barbara 2009). The discussion of this paper seeks to illustrate how brand equity has been developed in these products and the various strategies that can be used to improve the brand equity of Monster energy drink.

Red Bull brand equity

Red Bull energy drink is manufactured by Red Bull GmbH Incorporation which is located in Austria, Australia. It is the leading energy drink globally in terms of sales. The increase in sales for this product arises from the fact that the management of Red Bull GmbH incorporation ensures that the production process is effective. One of the reasons that enable Red Bull energy drink to have high brand equity is that it meets the energy requirements of the consumers (Barbara 2009).

Consumer market research

The management ensures that a comprehensive consumer market analysis is conducted to enable the effective production of the energy drink. This enables the firm to identify the energy needs of diverse consumers such as athletes and students. Numerous scientific researches have been conducted to prove the energy content of Red Bull energy drinks. The results of these researches are positive resulting in an increase in the level of confidence amongst the consumers.

Effective manufacturing process

The ingredients that are used in the production of Red Bull energy drinks meet the energy requirement of the consumers effectively. These include moderate content of carbohydrates and sugars at 3.1 and 3 grams respectively. There is also the incorporation of sodium minerals and proteins. The drink also contains taurine which is an amino acid and other metabolic transmitters. This enables the effective absorption and reaction of the drink into the body (Barbara 2009).

Strict quality control

The quality control department ensures that the product content does not include any traces of cholesterol, fats, and alcohol. It also ensures that the production department maintains the proportion of the ingredients. This has resulted in consistency in the quality of the Red Bull energy drink (Barbara 2009).

The effectiveness of Red Bull Incorporation in quality control has enabled that the energy drink to consistently supply sufficient energy requirements. This has resulted in an increase in brand loyalty amongst the athletes and the students who require a high amount of energy daily.

Monster energy drink

Monster energy drink is manufactured by Monster Beverage Energy Incorporation in Corona, California (Monster energy 2009). The firm is effective in the production of the drink. However, the production process of the Red Bull energy drink is superior to that of Monster energy in terms of ingredients. Monster energy drink contains high content of carbohydrates compared to Red Bull energy drink. Other ingredients that are included in its manufacture include guarana, taurine, stimulants, vitamins, and high contents of sugar. The high content of sugar reduces the rate of energy drink absorption. This results in a low rate of re-hydration which is a threat to the consumers who require instant energy rejuvenation.

The high level of sugar content is harmful to the consumers who require instant energy such as the athletes. This is because high sugar content results in the creation of a laxative effect and a sudden crash in the bodys energy levels as the sugar are utilized by the body. This makes Red Bull energy drink to be more popular than Monster energy drink amongst athletes.

Brand extension

There are diverse product lines about Red Bull energy drink compared to Monster energy drink. The management of Red Bull GmbH ensures that the drink is produced in different flavors to meet the needs of the consumers. The production of various Red Bull product lines does not only consider the flavors but also the ingredients used, for example, the production of sugarless Red Bull (Barbara 2009). This enables Red Bull energy drink to meet the needs of diverse customer categories (Marketing Teacher 2007).

Channels of supply

The management of Red Bull Incorporation has adopted comprehensive channels of distribution. In the domestic market, the firm has integrated both the direct and indirect channels of distribution. This ensures that there is a sufficient supply of the product within the domestic market. The firm has also ensured that Red Bull energy has penetrated the foreign market more effectively than Monster energy through the use of foreign agents. The firms product distribution strategy has enabled the consumers to conveniently access the product globally. On the other hand, Monster energy drink does not have a comprehensive distributional channel (Monster energy 2009). This has resulted in a limitation in its market scale and hence the low level of sales. The effective distribution of Red Bull energy has resulted in an increase in the level of customer loyalty and hence the brand equity. (Info-express 2002).

Brand equity building strategies

There are diverse strategies that can be integrated to enhance the brand loyalty of Monster energy. These include the following.

Incorporate value addition

The management of Monster Beverage incorporation should integrate the concept of product value addition. This is through investing in research and development to ensure that the energy drink meets the energy requirement of the diverse category of customers. For effectiveness in incorporating the concept of value addition, the management should undertake comprehensive and continuous market research. This would help in incorporating the changes in energy requirements amongst the consumers. Value addition would enable Monster energy to move with the tastes and preferences of the consumers (Aaker 1996).

On the other hand, value addition would ensure that there is the standardization of the energy drinks ingredients. For instance, standardization of the carbohydrates and sugar level would increase Monsters marketability amongst the athletes. This would culminate in the creation of higher brand equity. This is because the quality of the product is improved resulting in a change of attitude amongst the consumers (Ken 2003).

Increase product differentiation

To improve the product brand equity, the management should integrate the concept of product differentiation. This is by ensuring that the firm produces energy drinks that meet the needs of the diverse categories of consumers. Currently, the manufacture of Monster energy drink is aimed at meeting the energy needs of athletes and young people. The management should formulate strategies aimed at ensuring it produces energy drinks that will meet the energy needs of the elderly. The new drink should be marketed under the same brand name but the ingredients used in the manufacturing process should meet the energy requirement of the identified customer category (Keller 2008).

The exploitation of Intellectual property rights in the foreign market

The management of the firm should expand its distribution channel to incorporate the foreign market. To effectively penetrate the foreign market, the management of Monster Beverage Incorporation should ensure that it acquires property rights such as the patent. This would enable the product to trade in the foreign market under its original brand name. About exploiting property rights such as the trademark, in the foreign market, the management of the firm should conduct research. This would enable effective branding of the product according to the foreign market culture. Effective branding would enable the product to be accepted in the foreign market (Chris 2002).

Conclusion

There is intense competition within the soft drink industry due to the increased dominance of large competitors such as Coca-Cola and PepsiCo. Considering the intense competition within the soft drink industry about energy drinks, the management of energy drink producing firms should ensure that they develop brand equity. This would result in the effective financial performance of the firm due to an increase in the level of sales. Amongst the energy drink, Red Bull energy drink has a high level of brand equity compared to Monster energy. This arises from the effective production process of Red Bull energy. The management integrates comprehensive market research to determine the energy needs of the consumers. The production process ensures that the quality of the drink is high. This is through the standardization of the ingredients used in the production process. The production process of Monster energy does not surpass that of Red Bull in terms of ingredients. The monster energy drink has high sugar and carbohydrates levels which makes the drink infamous amongst the athletes. There is also a high level of brand extension for the Red Bull energy compared to Monster energy. A more comprehensive distribution channel for Red Bull energy drink has been adapted to that of Monster energy. This has enabled consistency in the supply of the product within the domestic and foreign markets.

To improve the brand equity of Monster energy drink, the management of Monster Beverage Incorporation should ensure that it incorporates value addition in the production process. This is through undertaking continuous consumer market research. Product differentiation would also enable the product to meet the energy needs of diverse customer categories. The management should also adopt a more comprehensive product distribution channel. This would enable increased consistency in product supply both in the domestic and the foreign market.

Reference list

Aaker, D.A. 1996. Building strong brands. Journal of marketing. Vol. 3, issue, 4, pp.22-37. Free Press. Web.

Barbara, M. 2009.  Red Bull GmbH Hoovers. Web.

Chris, J. 2002. Developing brand equity for products and services Russian agency for patents. Web.

Hollis, N.1996. Understanding, measuring and using brand equity Journal of advertising research. Vol. 3, issue 4, pp. 23-25. Hillsdale: Hillsdale College. Web.

Info-express. 2009. Red Bull: high flying beverage company soars with secure mobile computing Red Bull customer case study. Web.

Ken, L.R. 2003. Brand synthesis: the multidimensionality of brand knowledge. Journal of consumer research. Vol. 29, issue 4, pp. 595-600. Web.

Kohli, H.& Harich, N. (1995).  Brand equity measure: the halo effect. European Journal of marketing .Vol. 29, issue, 4,pp. 57-66.

Keller, K.L. 2008. Strategic Brand Management  Building, Measuring and Managing Brand Equity Prentice Hall: New Jersey.

Monster Beverage Company. 2009.  Monster energy. Web.

NetMBA.2007. Brand equity.Marketing teacher.

Shopping Report

For this shopping report, I chose to review the Sandro store, located in Bloomingdale in the South Coast Plaza. The brand belongs to the contemporary market and has a strong focus on feminine styles, such as dresses, ruffled tops, and lightweight materials. One of the 2017/2018 Fall/Winter trends that are evident in the brands collection is the working girl style. According to Allende, this trend inspired styles with strong shoulders and a cinched waistline, which emphasizes a womans power (par. 1).

In Sandro, this trend has been translated into outerwear designs, such as belted jackets. Another F/W 2017/2018 trend that was adopted by Sandro is checking print, which was among the top trends seen in Tibi, Balmain, and Missoni collections (Pieri 63-66). Pressman also indicates the apparent focus on rich, warm colors (par. 2-3), which has also been translated into the Sandro collection. For instance, red colors and fire prints can be seen throughout the store.

Most of the items are in solid colors, although there are some printed models. There are also many forecasted trends that are likely to be reflected in the brands future collections. For example, ISPO released several color palettes that reflect the designers forecasted color preferences for the Spring/Summer 2019 collections. The colors that are likely to become popular in Sandro are the rich techno tones from the Dancing palette, as well as the calm yet bright colors from Jungle Jammin (ISPO par. 4, 6).

These colors will suit the brands style and reflect its philosophy, as they are feminine and not too bright. The upcoming S/S 2018 collection, however, may adopt some of the trends reflected in the Trendzones fashion and color forecast. For example, Wonderlust colors (Trend zone 22293) may become popular, as they represent a range of color options that can be used with lace and feminine silhouettes popular with the brand.

For instance, light beige, pink, and peach can be used both as solid colors and as the main colors in lightweight skirts and dresses, whereas woodland, camouflage, and tent green would be perfect for classic style dresses and outerwear. As for the structure, Feightelberg suggests that S/S 2018 will bring a strong focus on body shapes: There will be more of a design emphasis on bustles, bellies, hips, and breasts (par. 6). This would probably be applicable to Sandros future collection, too. Deep-cut tops and dresses, as well as bodycon styles, may become more popular in the brands spring and summer designs.

Customer Information and Price Structure

The target customer of the brand is a woman aged between 18 and 30. She has a medium to high income and is interested in designs that highlight her professionalism at work and her femininity and personal style outside of the office, which is why she is looking for a brand that sells both the classic pantsuits and flowing lightweight dresses with lace and floral prints. She is interested in art and is looking for ways to express her vision, which is why she is not afraid of bright colors or unconventional print combinations.

She lives an active lifestyle, which is why the clothes she wears need to be made from high-quality breathable materials and provide both style and comfort. She is an urban resident who is highly influenced by pop culture and follows the latest fashion trends in her daily styles. The brands main competitors include Maje and Ted Baker, which are located next to the Sandro department store.

The off-sale prices in the Spring/Summer collection range from $150 to $680, whereas the prices for the Fall/Winter collection range from $95 to $870. The seasonal sale is now on and applies to the items from the S/S 2017 collection. The lowest available price for a top is $42.50, whereas the highest is $470. The price depends highly on the style and material: items made from natural silk, as well as those encompassing an innovative design, are more expensive.

The majority of shirts are available within the $180-$250 price range. Dresses occupy a large share of the brands designs and range from $125 (on sale) to $570, with the median price between $450 and $500. The bottoms available at the store include jeans, skirts, pants, and shorts. The prices for bottoms range from $84 (on sale) to $418 (on sale, $1,024 off-sale). Outerwear is presented both in the Spring/Summer and in Fall/Winter collection. The prices for jackets and coats are set between $198 (on sale) and $1,010. Overall, the brands price structure is suitable for the target customer, who is expected to have a medium to a high level of income. The price also has a strong correlation with the quality of items and materials.

Merchandising Strategy

The Spring/Summer collection still occupies a lot of space in stores, with a significant emphasis on lightweight, flowing dresses, lace trims, and floral prints. The share of tops and bottoms available in the store is almost equal. Most items are offered in a single colorway, except for some bottoms and tops. There is a strong emphasis on natural materials in both of the seasonal collections. Most of the spring and summer wear is made of silk or cotton, whereas wool and leather are widely used in the Fall/Winter collection. The brand does not make sports apparel, most of the items are either for casual wear or for work, although some of the dresses can be worn to parties and celebrations. Printed and lace-trimmed items, as well as silk dresses and tops, are showcased.

Brand Report

The three main competitors to Sandro are Michael Kors, Maje, and Ted Baker. Michael Kors is a popular American brand with a wide variety of clothing and accessories available to customers. Most of the female clothing designs offered in the store have classic silhouettes, brightened by vivid colors and prints. Some items in white and denim are also available in the Spring/Summer collection. Maje, on the other hand, focuses more on feminine silhouettes, with pleated or puffed skirts and ruffles. Ted Baker is a British brand that is famous for its floral print dresses and skirts. All three of the brands use both natural and human-made materials in their design.

The price structure of Ted Baker, Maje, and Michael Kors is quite different. For instance, in Michael Kors, female clothing is offered within a price range of $22.05 (on sale) to $8,995. Such a wide range of prices attracts a greater variety of customers, from those who want affordable, simple styles to those who are looking for truly designer pieces, such as sequin gowns. The price of items, therefore, depends on the materials used, the complexity of the design, as well as the target customer for the item.

In Ted Baker, however, the price range is significantly narrower, from $26 (on sale) to $895. Most of the Ted Baker items feature a mix of natural and human-made materials, which makes the production cheaper, thus allowing the brand to offer similar styles for less. Finally, in Maje, the prices for female clothing range from $36 (on sale) to $1,095. Thus, the brand has a price structure similar to Ted Baker and Sandro.

The branding strategies used by the three brands differ significantly. Michael Kors brand concept is based on the image of a global luxury brand, famous for its high quality and elegant yet comfortable styles. Ted Baker, on the other hand, puts a strong emphasis on party dresses, which occupy a large share of the brands product. Bright floral prints and flowing designs are attractive to young women who want to stand out from the crowd and showcase their femininity. The brand concept behind Maje is based on high-quality materials, solid colors, and eye-catching details, such as pleats or ruffles. Such designs are most attractive to those who like simple, classic styles, but want their clothes to reflect their individuality and fashion sense.

New Brand

My new brands name is 4 CHINC. The brand will be focused on the contemporary market of female casual wear. The brand philosophy is to use simple colors and materials, combined with a variety of designs to make every item look different, to make women who wear the brands clothes feel confident. A wide range of designs and color options available will ensure that items for any figure and complexion are available.

Day dresses, as well as tops and bottoms, will be available in store. Color use will focus more on solid colors rather than prints, which will allow offering several color options for most of the items. The trims that will be used most frequently are buttons and zippers. Gathering and French seam will be used in sewing for the most part. The price range of the items will be $150-$800, depending on the complexity of the design and materials used. Such a price range allows using high-quality natural materials that are comfortable and require little maintenance.

The target customer for my brand is a working female aged 18-30 who lives an active lifestyle and prefers high-quality clothing that offers both style and comfort. She is an urban resident who lives an active social life and prefers classic solid colors and designs that complement one another. She does not like planning her outfits in advance, which is why it is important that all items in her wardrobe are easy to combine. She has a medium to high income, yet she does not like to buy overpriced items; she wants the price to reflect the items quality.

Conclusion

Overall, I believe that my proposed brand will be able to compete with similar-priced brands, including Sandro, Maje, Ted Baker, and Michael Kors. 4 CHINC will be able to survive in the competitive market by offering a variety of designs and color options to suit any figure and complexion. The brands discussed rarely offer different color options in the same design, which limits the customers choice.

By providing more color options, the proposed brand will gain a significant competitive advantage. The two main principles of design for 4 CHINC will be solid colors and classic styles, complemented by unique details, such as asymmetry, trims, or embroidery. This will ensure that each woman who comes into the store will be able to find a design that suits her and highlights her individuality.

Works Cited

Allende, Mayde. Fall 2017 Trend: Power Surge. WWD. 2017. Web.

Feitelberg, Rosemary. Spring 2018 Fashion Trend Predictions: Sleeves, Sculptural Design, Rei Kawakubo. WWD. 2016. Web.

ISPO. Color Palette Spring/Summer 2019. ISPO Textrends, n.d.. Web.

Pieri, Kerry. The Top 10 Trends from Pre-Fall 2017. Harpers Bazaar. 2017. Web.

Pressman, Laurie. PANTONE Fashion Color Report, Fall 2017. Pantone. 2017. Web.

Trendzoom. TRENDZOOM Fashion Trend & Colour Forecast S/S 2018. Trendzoom. 2016. Web.

Target Profile

Target Audience: Families who Appreciate Spending Time Together

Demographics

• Male and female (more heavily female);
• Age 14-60;
• High school, college, university, graduated, working;
• Parents come with their children, thus different education levels;
• Average annual income: $200,000+ household income;
• Marital status: adults  married.

Geographics

Targeting cities in the state of Missouri located close to Lake Ozark:

• St. Louis, MO;
• Maplewood, MO;
• Chesterfield, MO;
• Columbia, MO;
• Joplin, MO;
• Springfield, MO.

Psychographics

• Treasure time spent with their family;
• Enjoy relaxation;
• Love active leisure;
• Have high family values;
• Appreciate status brands but are willing to try something new;
• Not very social, but polite and well-educated (parents);
• Sociable and enjoying something new (children);
• Involved in community activities;
• Cautious about their finances;
• Plan everything.

Purchase Behavior

The purpose of buying Kakao brand products is to make a treat for a family. Other terms which might fit are: buying chocolate as souvenirs and variety seekers.

Brand Extension and Cooperation for Kakao

1. I think it would be a good idea to extend Kakao products into biscuit making and organize the collaboration between Kakao and BelVita.
2. BelVita is known for its healthy biscuits rich in energy and nutrients. Kakao Chocolate uses only natural ingredients, which will provide a perfect combination of healthy snacks with various unique flavors.
3. Such a partnership will be successful because people are becoming more conscious about what they eat. If chocolate is viewed mainly as a dessert, its combination with biscuits will be considered a good idea of a snack. People might take such snacks to work or give them to their children to eat during a break at school. Both companies have different advertising methods which will double when they start to cooperate. Thus, both Kakao and BelVita will benefit from such cooperation.

Discussion Questions

A Brand I Love

Since the early childhood, I have loved Coca-Cola products. I realize now that part of my admiration was due to the taste and another part  due to the companys branding strategies. The image of a huge truck with Santa Clause bringing the refreshing drinks is one of the most magical pictures from my childhood. The music has become a legend, and I believe I am one of many thousands or even millions of people who can say that Coca-Cola has a flavor of childhood and happiness.

The companys recent marketing activities support my feelings towards the brand. On its official website and social pages, Coca-Cola promotes the idea of love and support through charity and various events making people closer. The company invites its customers to share their stories, which creates intimate connections between the brand and its consumers. Also, Coca-Cola organizes a lot of promotional events with gifts that contain its logo and provide even better awareness about the products it suggests. I think this brand will never stop being admired.

Energizer Bunny

The mascot of Energizer batteries brings huge benefits to the brand. The Energizer Bunny is a fantastic personification of vigor and liveliness which is promised by the company. The mascot is integrated into every branding element. It corresponds to the companys logo and character and produces an impression of a never-dying source of energy.

I buy these batteries because of their high quality and because of their mascot. On the subconscious level, I have a feeling that this Bunny will stay alive if not forever, then at least for a very long time. And this is exactly what is expected of a good battery.

Introduction

Titan Industries Limited is a public limited company that was established in 1984. The firm was formed through a joint venture involving Tamil Nadu Industrial Development Corporation and Tata Group. Its headquarters are located at Bangalore, India. The firm conducts a variety of activities which include manufacture of watches, sunglasses and jewelleries. The firm ventured into manufacture of jewelleries in 1995 with the brand name of its jewelleries products being Tanishq. According to Titan Industries (Anon., 2009), the firm is currently the leading manufacture of jewelleries and watches in India. The brand watches manufactured by the firm include Sonata, Nebula, Raga, Regalia, Bandhan, Titan Edge, and Flip Fastrack.

On the global scale, the firm is ranked as the sixth firm in the manufacture of brand watches. Annually, the firm manufactures an average of seven million watches. In addition, the firm is involved in other activities such as global marketing, precision engineering, licensed products and accessories. With regard to marketing licensed products, the firm is involved in marketing Tommy Hilfigers products. Currently, the firm has employed 3000 employees and has managed to sustain a customer base of sixty five million.

In the 21^st century, the business environment has become very dynamic due to the increased rate of globalisation. This has resulted into an increase in challenges facing business firms. One of the challenges relates on how a firms products and services can be competitive in the global market. For instance, new brands are being developed while the traditional ones are being faced out of the market (Sicco, 2002, p.3).

To remain competitive in the global market, managements of firms have to formulate strategies aimed at developing global brands. According to Sicco (2004, p.167), a global brand refers to a product or service whose brand name is recognised on a global scale. In addition, a global brand has economies of scale in relation to production, packaging and recognition. According to best global brands (Anon., 2006), this can be challenging to an organisation. To ensure the success of the product in becoming a global brand, the management has to consider its preparedness. This paper is a report identifying the criteria to be used to examine the preparedness of Titan Industries Limited in becoming a global brand.

The following are the issues that should be evaluated in determining whether Titan can become a global brand.

Product differentiation

Martin (2006, p.1) asserts that product differentiation is one of the elements that have been identified as a strategy towards a firm attaining competitive advantage. For a product to become a global brand, it is paramount that it be differentiated from the competitor products. Product differentiation refers to the process through which the firms products and services are uniquely manufactured or produced. This enables them to have valuable characteristics. The effect is that the customers can effectively identify the firms product.

In its operation, the management of Titan Industries Limited has incorporated the concept of product differentiation. This is through effective designing of its watches and jewelleries. According to Krishnan (2006, p.18), Titan Industries Limited has an experienced designing team in the organisation. In addition, the firm also out-sources other freelance designing firms. For the designing to be effective, the management has formulated a policy aimed at enhancing the designing capabilities of its in-house team.

The management has ensured that the current designing technologies are available in the organisation (Krishnan, 2006, p.18). These technologies have enabled the firm to improve on its designing processes.

In its operation, the concept of integrated manufacturing has been incorporated. This makes the manufacturing of the firms products to be conducted in one factory that is located at Hosur, India. Integrated manufacturing results into efficiency in the production process. In addition, the quality of the products is maintained. Product designing enables the firms products to have superior attributes that appeal the customers. This culminates into brand recognition (Sicco, 2002, p.4).

Product designing and integrated manufacturing of jewelleries and watches has enabled the management to continuously focus on superior quality. According to Bob (2007, p.5), the company has designed its products to include elegance by use of gold and other precious metals. This has made Titans wrist watches and jewelleries to be unique compared to those of competitors firms. The effect is that the firm has been able to develop a superior image of its products.

Positioning

Since inception, Titans brands have been positioned in the market as premium brands. A premium brand refers to a product or service that is considered to have a strong brand value compared to other competing products (John, 2009, para.4). This is due to the fact that the products are of high quality. The management of Titan has adopted a variety of positioning strategies. These include attribute positioning, user positioning, competitor positioning, benefit positioning, quality and price positioning (John, 2009, para. 5). Attribute positioning refers to a positioning strategy that takes into consideration the various characteristics of the customers. Through user positioning, the management considers the various user groups such as children, adventurers and sportsmen and women. This positioning strategy has enabled the management to develop an advertisement that is relevant to this customer category. In line with benefit positioning, the firm manufactures Fastrack Digital watch. This offers the customers a variety of benefits.

The market for watches in India is characterised by intense competition as a result of entry by foreign firms. Firms that are entering this market are concerned with provision of products for upper end market segment such as Omega, Cartier and Tissot. Titan had already ventured into this market through its Tanishq products. To dominate this market, the firm has continuously repositioned itself through price adjustment. This has enabled resulted into attraction of a wide range of customers (Krishnan, 2006).

Incorporation of marketing mix

Marketing mix is necessary to enable a firms products and services become global brands. The following are the ways in which Titan Industries Limited has adopted marketing mix in an effort to become a global brand.

Pricing strategy

Global firms are faced with a challenge in relation to pricing. This is due to the fact that consumers are price sensitive. Therefore, the management must decide on how to coordinate its pricing strategy across the market in different countries. In the event that there is no proper coordination of the pricing strategy, the result may be a Gray situation. This is a situation in which the price of commodities and services are below those that are set by the regulating authority.

To capture the customers in the entire market, the management of Titan Industries Limited has formulated a policy that enables it to distribute its products at various prices (Krishnan, 2006). This has enabled the management to establish price segments in the global market. For instance, in the global market, the firm has faced intense competition from Japanese and Swiss watches. To cope with the competition, the management of the firm incorporated price adjustment for its product. This enabled it to set the price for the watches at relatively low level. In addition, the management of the firm has ensured that there are a variety of products supplied to the market in relation to the different demographics such as age and income level. For instance, in September 2001, the management launched variety of steel watches. The target market for this product was the urban male and female customers aged 25-35 years. The price of that was set for this product ranged between Rs 1,250 to Rs 6,000.

By incorporating the concept of integrated manufacturing, the management of the firm has been able to set the price of its products at a relatively low price. This is due to the fact that the cost of production is minimised. The effect is that the firm has been able to establish itself into a price maker as opposed to a price taker in the global market.

Distribution and retailing strategy

For a brand to be recognised in the global market, it must be easily accessible in the entire market. The management of Titan Industries Limited has developed a comprehensive distributional strategy. According to Krishnan (2006, p.17) the firm has established 11,393 Tanishq and Titan outlets in India. Through these outlets, the firm is able to distribute its watches to approximately 2,546 Indian towns.

The firm has also formulated an effective retailing strategy. This is through establishment of a large number of showrooms and departmental stores. This has enabled a large number of customers can access the firms products (Krishnan, 2006). In the Indian market, the firm has established 179 Titan watch showrooms. In addition, there are 81 showrooms that deal with the distribution and marketing of jewelleries in India. Information technology has enabled the firm to manage numerous after sale services to its customers such as repair and maintenance. The result is that the public image of the firm has been greatly improved.

Promotion strategy

Creating product and services awareness is important in marketing. For a brand to become global, it is important that the management develop a comprehensive promotional strategy. Over the years, Titan has continuously advertised its product. The result is that the consumers are constantly aware of the firms product existence in the market.

In the global market, the firm has established outlets in various countries through which the firms brand image is promoted. The promotion strategy also includes participation in national trade fairs. This enables the firm to display its jewelleries and watch products.

Brand focus

For a brand to become global, it is important that the brand focus be narrow. This means that the firm should focus on one of its core products. However this does not translate into decreasing the firms product lines. Titan Industries Limited has been able to narrow its brand focus over the years. This is evident from the fact that the firm has not developed other products that bear the brand name Titan. Launching other products with the brand name Titan would cannibalise the core brand. Brand focus has resulted into consistency of image amongst the consumers. Currently, the management of the firm intends to extend the firms brand by venturing into writing instruments and wallets. However, the Watch Industry still remains its core focus.

Conclusion

It is evident that Titan Industries Limited is prepared to become a global brand. This is due to the fact that the firm has incorporated various strategies that are a necessity for developing a global brand. Through product designing, the firm has been able to differentiate its products effectively. The result is that the firm will attain competitive advantage since its products will be of high value and have unique characteristics. The firm has also positioned its products effectively in the global market. This is through adoption of a variety of positioning variables such as quality, competition, price, attribute and the user. The management of the firm has also incorporated marketing mix concepts in developing Titans brand. Through the pricing strategy, the management has been able address the price sensitive nature of the consumers. The pricing strategy will enable the firm to attract diverse categories of customers and cope with competition. The distribution strategy will ensure that the firms products can be accessed by a wide range of customer in the global market. The promotion strategy adopted by the firm will also enable the firm to create product awareness to the consumers. Over the years, the firm has consistently integrated brand focus in its operation despite expanding its product lines to other categories. This will enable the firm to maintain its image.

Recommendation

The management of Titan Industries Limited should continuously evaluate its global operational strategies. This will enable it to adjust these strategies by integrating the changes in the environment.

In promoting its products in the global market, the management of the firm should incorporate the current information technologies in its operation.

Reference list

Bob, J.2009. Product differentiation and positioning. Web.

Interbrand. 2006. Best global brand 2006. Web.

John, B.2009. Product positioning strategies. Web.

Knol. 2009.Titans brand building and brand reorganisation strategy.Web.

Krishnan, D. 2006. Titan industries. Hosur: Golden Enclave.

Martin, R. 2006.Brand community: creating differentiation through branding. South Carolina: McGraw-Hill Publishers.

Sicco, G. 2002. General strategies for global brands. Amsterdam: Brand Meta.

Sicco, V. 2004. Global brand strategy: unlocking global potential through countries, cultures and markets. [E-book] New York: Kogan Page Limited. Web.

When we speak of a brands positioning, we are describing the things that differentiate one brand from others. When we speak of a brands personality, we are describing the way a brand expresses and represents itself.

Brand personality

Brand personality is a term used for the experiences that consumers go through in dealing with various products. Brand personality entails past impressions of a product in the mind of a consumer. By integrating past impressions of a product or service in our minds, allows us to get a better idea of what to expect beforehand. It is important to note that different consumers respond differently to a given brand. Variations in consumers responses as regards the issue of brands have enabled brand researchers and strategists to gain useful insights into the issue of brand personality. Brand personality enables us to enrich our understanding of consumers attitudes and perceptions towards a certain brand. For instance, we can distinguish between, for example, IBM and Microsoft. Brand personality not only defines the brand but also the experiences and product class of a certain brand. The use of brand personality in an organization is important because it aids in communicating the brand identity with texture and richness. Besides, it also helps us to create brand equity.

Kelloggs brand and product personality

Every Kelloggs product carries a signature logo that also acts as a mark of quality. This is a marketing strategy aimed at ensuring continuity in the provision of healthy, nutritious, and high-quality products. Kelloggs brand boasts of a classic personality characterized by universal appeal as symbolized by the companys various niche products.

I Ellwood, The Essential Brand Book: Over 100 Techniques to Increase Brand Value, Kogan Page, London, 2002.

Most people associate Kelloggs products with childhood as they evoke childhood memories. As such, the brand bonds with a wider market. The entire product range of Kelloggs reflects the natural, simple, healthy, and family-oriented lifestyles. Most of us can at least identify with such a lifestyle. For instance, All Brans targets older adults who are health-conscious, while Special K targets women who wish to lose weight or are pursuing beauty.

Communication is an effective tool for Kelloggs to show the importance of breakfast to its targeted audience

Kelloggs communication concept rests on the premise that breakfast is the most important meal in that it is a source of healthy benefits to school-going children. It is thought to improve concentration levels in class, especially during morning hours. However, children rarely eat a healthy breakfast. A healthy breakfast also allows children to learn, socialize, and even play with classmates. Based on the above findings, this prompted Kelloggs to develop a plan that would allow the company to effectively communicate the important role of breakfast to specific target audiences using a multi-platform campaign. Kelloggs campaign, dubbed, Help give a child breakfast was started in October 2011. The campaign was intended to demonstrate Kelloggs commitment to supporting various breakfast clubs across schools in the UK. The campaign intended to communicate the following messages:

The Times 100, Re-branding a Corporate Image A Kelloggs case study, 2012, Web.

• Breakfast is vital to people of all walks of life, and more so young people
• Breakfast clubs can have a positive impact on the attendance, ability to concentrate in class and behavior of children.

The fundamental component of Kelloggs campaign was to communicate the message above. Besides, the campaign was also intended to raise funds to finance breakfast clubs by selling Kelloggs products. Also, the campaign aimed to create awareness among schools that Kelloggs would finance breakfast clubs. Kelloggs had to develop a communication plan to achieve the set objectives. The plan targeted both external and internal stakeholders. Internal stakeholders include Kelloggs employees and shareholders while external stakeholders include schools, parents, the media, and the public. Some of the channels of communication that Kelloggs used as part of its promotional campaign included written communication, whereby the company sent press releases to newspapers, television, radio, and letters sent to schools and MPs. The company also utilized the internet and social media. For example, the company sent messages requesting them to support the campaign. The company also developed a dedicated website that contained local breakfast clubs and videos. Besides, face-to-face communication was used whereby there was a briefing day with mummy bloggers. Kelloggs employees also volunteered to work at various breakfast clubs.

The Times 100, Devising a communications plan A Kelloggs case study, 2012, Web.

How does Kelloggs influence consumer socialization and how will it succeed in persuading the parents to teach their children that Kelloggs is a must in their breakfast meal?

Consumer socialization refers to a process in which children and young people can nurture and develop consumer-related knowledge, attitudes, and skills. Consumer socialization theory posits that young adults and children get to know more about rational components of consumption from parents. On the other hand, they also get to learn how to give social meanings to various products through the mass media; peers teach them how to exercise differing social pressures while young adults and children also get to learn the significance of economic wisdom from schools.

Kelloggs influences social mobilization by devising a communication plan that targets various agents of consumer socialization, including schools, parents, the media, the government, and the wider public as well. In this case, Kelloggs has endeavored to increases or change public awareness as regards the effects of breakfast on childrens learning. For Kelloggs to succeed in persuading parents on the need to teach children the importance of its products during breakfast, the company needs to demonstrate to parents that the availability of breakfast clubs in schools would support the academic performance of their children. In this case, Kelloggs should attempt to demonstrate how breakfast clubs are a good source of a healthy meal in a friendly and safe environment. It is also important for the company to demonstrate the important role of breakfast clubs in not only providing a healthy meal but also its role in improving the academic performance of students at school.

The Times 100, Devising a communications plan A Kelloggs case study, 2012, Web.

Also, Kelloggs should try and demonstrate how breakfast clubs are the ideal chance for children to learn, socialize, and play with classmates.

List the 5 advertising appeals

Advertising appeal refers to the most fundamental reason why a customer should purchase the products or services of your company. It acts as the basis for creating marketing and product awareness campaigns, such as in ads. The five types of advertising appeals include card stacking, bandwagon, black and white fallacy, covert advertising, and demonizing the enemy advertising appeal. Covert advertising entails embedding the brand or products in both media and entertainment. Through covert advertising, an organization is better able to raise the brand image of its products. Consequently, such a product can easily be recognized by the target audience. A good example of Covert advertising would be the movie Minority Report where the main character John Anderton, played by Tom Cruise, owns a Nokia cellphone whose logo is quite conspicuous on the top corner. Here, the film uses placement as a way of demonstrating the perceived excessive publicity and privacy in future societies. The Nokia ad, for example, is designed to recognize not just the consumer, but his/her state of mind as well.

Reference List

Ellwood, I, The Essential Brand Book: Over 100 Techniques to Increase Brand Value, Kogan Page, London, 2002.

The Times 100, Re-branding a Corporate Image A Kelloggs case study, 2012. Web.

The Times 100, Devising a communications plan A Kelloggs case study, 2012. Web.

Williams, PA, The impact of emotional advertising appeals on consumer implicit and explicit memory: an accessibility versus diagnosticity perspective, University of California Publishers, Los Angeles, 2002.

Introduction

In yours organization, change is inevitable if profitability is going to be maintained and winning the trust from the bank. Change is not only in the peoples lives but also in our organizations. in your organizations a lot needs to be changed to avoid the problems that are being experienced currently. The change that should be implemented will take many dimensions in the short run and long run.

Tough measures need to be taken to make the company afloat. Your company throughout has been successive but in recent times they have experienced a decline in market share for your brands. Unfortunately these changes are due to cutthroat competition in the industry of your operations. In business, gentlemen you have to know that in order to sustain the status quo or survive in this highly competitive environment it is not cheap but very expensive.

To maintain this standing in the market, you have to spend more money in various activities such as advertising, inventory management, and improvement of quality, re-branding, brand extension, differentiation, and vertical integration with suppliers, expansion and going international. This will enable you maintain and sustain the market interest in your products and services, although this is vital in the long run, if spending is not checked therefore you should strive as much as possible to maintain the existing customers and continue making new ones too.

Analysis of global households brands

The company has been performing very well under block drug name before changing to the current name, global household brands. The company took a credit facility from a bank and you agreed with the bank that you were going to maintain sales of 50 million the first year, 55 million the second year and 70 the third year. The agreement further stated that earnings before tax and depreciation were going to be maintained at 7 million first year, 8 million second year and 11 million third year.

However the results of the 1^st year has become very disastrous something that needs strategic plans, to get out of the mess. Observation from the result the company reported profits which was six percent lower than what was expected, there was an increase in wastage in one of the brands, the quantities produces also reduced to less than 60% of the previous production standards, quality was also compromised, more worse key staff members left the organization, customers also did not earn their interest of 6 %. Freight costs were also out of control and there is fear that some of the customers may leave the organizations.

If the bank happens to call the loan, the company will be in great mess which may take time to show out. They may also liquidate. This is a dangerous scenario for this organization. These indicators may or may not show that the internal effectiveness and efficiency of the company is declining. The conclusion is not yet firm because other indictors may be indicating that the company is in a position to improve the result.

How to improve the organizations performance

From the statement provided by the directors of this company, they are in an industry that has big spenders who are able to capture the market. To turn around the company a lot needs to be done which will ensure the organization achieves sustainable growth through building a more flexible and strong corporate structure to meet the challenges introduced by existing and entry of potential competitors.

Short term strategies

In order to return the company into normalcy by reducing freight costs, maintaining existing talented employees, attract new customers to take and existing customers to take discounts and reduce debts the company needs first to deal with the human resource department. This is where there is a problem. Then they will deal with stock control, improve quality.

1. Human resource  more than ever human resources strategies and objectives should be integrated with the organizational goals in order to achieve maximum results. Human resource is one of the key success factors in implementing any strategy in the organization. Therefore they must support any organizations ideas. To begin with the incompetent, head of operations and purchasing should be fired and a more competent person put in his position because he is incompetent it appears is the reason why freight charges go up, discount are not taken up, production is of poor quality and is far below capacity. Once this man has been removed the new recruitees will be required to contain wastage increase production to capacity, improve quality and manage stock effectively. Other measures that will be taken in the Human resource department in the short run to maintain profitability is creating a good conflict resolution mechanism that employees will use in solving their conflicts. There should be introduction of performance appraisal where an employee if rewarded according to effort put to achieving organizational goals. Gentlemen to achieve this, you must be ready to sacrifice your personal interest of any manner in relation to employees because promotion transfer will be determined by this performance appraisal system that will be set in. I need to state here that several factors affect the effectiveness of performance appraisal and this are job related criteria, performance expectations, standardization of performance, continual communication and the process itself. It is a difficult exercise but gentlemen you have no option but to take these routes
2. Stock control  Another strategy that needs to be taken in to improve performance is stock control. At the moment freight costs have gone way out of control and to control these risks and keep it minimal various decisions must be made. To begin with, inventory management should be based ion production, storage and freight costs. These costs must be minimal. The company should adopt economic quarter approach in managing the stock. This will ensure that the stock that is in stock is enough to sustain production at the same time is at lower cost as well as purchases made from outside are not at a higher cost. There should be always a review of the policy in relations to economic quarter quality. If the freight costs have gone up and the company is normally using economic quarter quantity approach then you should think of implementing just in time approach to manage stock. However, just in time approach will require a long term decision of entering into vertical integration with suppliers as well as entering into strategic alliances with suppliers by ensuring that the suppliers are able to supply the goods the time they are needed. However this requires a huge financial outlay.
3. Renegotiating the terms of the loan  you should think of approaching the bank to renegotiate the loan as you recognize the business. Without this approach, the company may find it difficult to implement short term or long term strategies to improve the performance because the credit facilities from the bank will always be there and if the terms are not negotiated the bank may move in and liquidate the business. Therefore I will urge the management to approach the bank and renegotiate the terms as they re-organize the business.
4. Re-branding  another short term approach that should be adopted by the management is rebranding where these products that have reached the maturity level are re-branded and the existing customers are informed of the changes and to some customers will view the product as a new product in the market. This in the short run will attract new customers and help maintain the existing customers.
5. Improve quality  quality should be improved immediately. This is because the improvement of quality will ensure that the customer continue to patronize the company products. Most customers may be running away because the company is currently compromising quality. If a company does not sell quality products, customers will run away and they will be driven out of business.

Long term strategies

As the short term strategies will help to fight out fire, long term strategies will help put measures in place that will ensure the fire is prevented instead of putting in out. Among the long term strategies that should be adopted by the company, include human resource management, brand extension, differentiation, diversification, collaboration, expansion, and cost management.

1. Human resource management  to improve performance in the long run and in the short run, HR plays and important role. In the world today every company is empowering their employees. To empower employees is making them responsible for their actions. Ladies and gentlemen, you should come up with empowerment policy where employee is allowed to make decisions in the areas of their production but to certain of limits. Employee empowerment attracts, maintains, and motivates employees. Another issue that should be considered by the management is the introduction to senior employees the share of improved profits in terms of stocks issues. Stock issue to employees will make them work harder because they will believe that they are part and parcel of the company.
2. Brand extension  the existing brands should be extended as a strategy of ensuring the company has many brands in the market that will cushion the company profits when one brand is performing poorly. Customers always are loyal to brands, if the brand in question is of good quality. It is important for the management to think of brand extension as a way of increasing the products.
3. Diversification  diversification may sound as brand extension but in real sense I am asking the management to diversify into various plans rather than sticking to this specific plans.
4. Differentiation  another strategy that the company should adopt is differentiation strategy where products of this company are differentiated with the products of other companies. Differentiation will ensure that the customers see something unique in the products of the company and this will help the company in overcoming competition. This also will ensure the company meets the needs of many people.
5. Joint venture- the company should enter into joint ventures with other institutions or acquire rights to produce other brands of other companies especially foreign companies; this will ensure they increase the market share within the country. They should also enter into joint with other international companies to take advantage of integration growth like China, India, Indonesia, Iran and other African countries where economic growth is experienced.
6. Capital investment  in the long run capital investment should be made by investing in technology especially in the area of production and reduce the costs as well as the quantities produced. Capital investment should be in form of new technological equipment to upgrade the existing production system. This will reduce the 7% wastage and increase production quantities to capacity.
7. Expansion  competition has become very stiff in the home country therefore what is remaining is expanding to international market, where the product are in need as well as expanding the products and services that you offer in the market.
8. Collaboration and integration: The Company should collaborate with international players in order to acquire new knowledge and improve production. Integration will mean that the company has relationship with various stakeholders in the industry.

Conclusion

Ladies and gentlemen, If your organization adopts the above strategies, you will remain a success in the market and many companies will try to look for techniques of success in your company. In todays business environment you need to revolutionize in order to create new opportunities and success. This is a reality that you must take with seriousness to ensure that the company is a success story. If you maintain the status quo as you operate currently, gentlemen I fear that the organization may be forgotten by time. Therefore it is time for the organization and the board to run how to succeed and how to fail. There should be continuous innovation from your side because the market is very competitive.

As competition is becoming more and more intense the company that is a leader like global household brands, should not afford to waste opportunities of exposing themselves. You must ensure your research and development department is ahead of competitors and resources that are available and are integrated and efficiently used to attain the goals of the organization. All said advertising should not be forgotten. If you forget advertisement, it is like forgetting to tell the audience who you are. As the workforce becomes varied and as competition within industries becomes more intense, the need to effective and efficiently manage human resources to gain, develop and sustain competitive advantages is becoming more important. In integrating the blue ocean strategy to its overall strategy, Global Household brands must not forge that the most important factor in order for such strategy to succeed it its human resource.

Works Cited

Anthony, W., Kacmar, K., & Perrewe, P. 2002, Human Resource Management: A Strategic Approach, 4th edn, South-Western, Ohio.

Drucker, P. F. 2002, The Discipline of Innovation, Harvard Business Review, pp. 95-102.

Mascarenhas, O., Kesavan, R. & Bernacchi, M. 2006, Lasting customer loyalty: a total customer, vol. 23, no. 7, pp. 397-430.

Mondy, R. W., & Noe, R. M. 2005, Human Resource Management, 9th edn, Pearson Education, New Jersey.

Ng, P. T. 2004, The learning organization and the innovative organization, Human Systems Management, pp. 93-100.

Winfield, I. 1994, Toyota UK Ltd: Model HRM practices?, Employee Relations, vol. 16, no. 1, pp. 41-53.

Wooldridge, A. 2007, The Final Thoughts of Managements Big Thinker, The Wall Street Journal, vol. 31, no. 125, p. 12.

Independent middle- and small-scale local apparel brands seem to gain increasing recognition as the dangers of fast fashion become more and more publicly known. East Coast Lifestyle (ECL) belongs to this category, offering a high-quality and unique variety of clothes that attracts East Coast Canadians scattered across the country. Featuring nautical symbols, the brands hoodies and t-shirts strengthen potential customers need to emphasize belonging to their place of origin. Thus, the brands primary advantage appears to consist of the appeal to local pride, building, and differentiating the inhabitants of the Maritime provinces identity.

The Cases Context

Despite a somewhat limited presence on the market, ECL reached the point where previous marketing strategies no longer satisfy its need for expansion. Alex MacLean, the companys founder, is faced with a difficult choice between several options for its future development and the need to revaluate its existing approaches. The principal decision consists of whether to try to invade the United States lifestyle apparel market, consider other countries, or expand internally, encompassing Canadas western provinces and developing West Coast Lifestyle (WCL). Since previously the companys plan was too unfocused, the necessity to revolve around one principal direction became pressing.

The Advantages and Disadvantages of Limited Edition Strategy

A limited-edition is a widely practiced approach for an array of apparel brands. It seems reasonable to suggest that such products enhance a companys ability to be noticed among other brands, building its individuality. Additionally, this approach can assist in increasing revenue, as limited edition products are commonly sold at a higher price. In this aspect, ECL went even further as a sizable part of its products was exclusive. The sense of exclusivity is augmented by the fact that according to the companys strategy, once such a product line is sold out, it is never recreated. This approach also creates a sense of urgency, which helps customers succumb to their desire to buy an item and potentially shortens the time to reevaluate the decision. Ultimately, these advantageous effects can result in additional revenue and brand recognition.

On the other hand, a continuous limited release strategy can exhaust customers, and the urge to buy such products can gradually cease. The strategy also results in a lost perception of uniqueness if the majority or a large number of products are branded as limited. In order to be efficient, limited edition strategy should harmonize scarcity and demand. It appears that ECL manages to achieve this balance, as the method works efficiently for it for seven years. Companies of different levels practice limited edition strategy, and the brands expansion would not interfere with its effectuation. As a brand that sells high-quality items, ECL does not seem to jeopardize consumer attraction and discourage them by an unnecessary sense of urgency, since they do not market trivial products as limited. Hence, the company should continue the strategy since it helps improve its profits and market share. Nonetheless, slight modifications could be implemented, such as increasing the proportion of regular items not to lose exclusivity during the brands growth.

The Brands Promotion Strategies

ECLs financial limitations shaped its promotion strategies, in which social media play an essential role, specifically Instagram. Given the ubiquity and predominance of the platform among people whose age ranges approximately from eighteen to twenty-seven, the tactic seems to suit the brands needs in connecting with their target audience. Moreover, the platforms nature allows ECL to establish close interactive relationships with its followers and enables the brand to connect with a broader audience. Currently, Instagram seems like a vital and indispensable tool for clothing brands, and ECL uses its potential maximally. Furthermore, ECL organized an ambassador program, collaborating with student influencers, which approximated the brand with its target audience by engaging people whose opinions it trusts.

Celebrity endorsement is another closely related to social media marketing branding strategy. The unpaid collaboration with such widely recognizable artists as Ed Sheeran and Classified helped establish brand equity, exposing it to a large number of people and rendering it more prominent by association. Despite its efficacy, this branding type can considerably damage the brand image if the celebritys reputation suffers damage. In comparison, the brands collaboration with Alexander Keiths Brewery in a cross-promotional campaign also helped it access different markets and enhance brand recognition. Its promotion through philanthropy and involvement with Wounded Warriors and the Canadian Breast Cancer Foundation created a positive brand image, which could facilitate customers buying decisions. Overall, the companys promotion strategies suit its target audience and are designed considering its initially relatively lean budget; it can be stated that they are adequately selected and cost-effective.

The Brands Expansion

In order to choose the international expansion direction, ECL needs to consider such factors as the competitiveness of the target market, the products relevance there, and the ability to execute. Although the East Coast of the United States has rich surf, skate, and snow subcultures, ECL may not be able to compete for this niche due to a considerable number of similar apparel brands. Furthermore, the experience with Rhode Island and Florida retailers did not meet the sales expectations and demonstrated the lack of demand. Capturing and interpreting the local identity of this new region may also pose a problem. Another option is South Korea  the country underwent a significant economic transformation and increased purchasing power, making it prepared for ECLs price range. The country also has strong coastal identification; nevertheless, sizable cultural differences and peculiarities could present an inescapable problem. Conclusively, given the demand for ECLs product in Canada, domestic growth, and developing retailer presence, there seems like the least risky option that builds on the brands strengths and local demand.

International expansion requires consideration of numerous legal issues, in-depth research of the target market, and the need to win the customers anew. In current socioeconomic conditions, deglobalization and logistics diminish opportunities for international expansion. The company could use WCL to facilitate the implementation of regional growth  it presents a basis for creating apparel relevant to the population of Central and Western Canada. By hiring local employees, the company would gain meaningful insight into the regions clothing needs and perceptions. Additionally, ECL could use to its advantage the fact that many East Coast Canadians have to search for work in these regions. This situation helps extend ECLs presence in new territories and potentially guarantees a loyal customer base.

Conclusion

ECL appears to be a company that was able to recognize and capitalize on its strengths quickly. The effective use of social media, exclusive high-quality streetwear, play on the sense of belonging, and local identity construction helped it gain traction in a short time. By assigning its clothing emotional value, ECL associates it with home and being proud of where one is from, the quality absent among mass-market fashion retailers. The decision about the future direction necessitates ECL not to lose what made it successful in the first place.