It is important or the branding strategy in one country or market is the same in terms of content and message delivery each and every time (Cooper, 2010). The strategy will include having themes that are immediately adaptable to each and every economy and those that do not easily translate in certain economies should be dropped. The last thing you want for example is a branding strategy that ridicules the culture of one country or whose meaning contrasts with that of another culture. The branding strategy that will be adopted by Fizz Cola will also link strongly to the business model on which the product’s sales and marketing philosophy is built. This ensures that marketing the brand will go hand in hand in marketing the brand’s business model, which leads to a more sustainable and sustained customer following (VanAuken, 2007). The branding strategy should also include the use of borderless media such as social media to ensure that the product message reaches all and also to leverage scales of economy in marketing and distribution. The use of social media can also be incorporated into the branding strategy, thus making the users or consumers of the product co-creators. Development of branding strategy that utilizes such social media as YouTube allows the consumers to develop and spread the word about a Fizz Cola. The branding strategy the Fizz Cola will use will also include a type of measure that can be used to assess its effectiveness as well as being flexible enough to change when necessary especially on the global borderless market (VanAuken, 2007). There are different types of pricing strategy depending on the products, its price elasticity and the existence and nature of competing brands. For a product like Fizz Cola, which will be coming into a highly competitive arena where there are basically two major competitors, Coca Cola and Pepsi, it is even more precarious. These two firms have been known to deal ruthlessly in sales and marketing terms with any upstarts that try to enter into or undercut their market share. Introduction at a price that is too low will make it impossible for the makers of Fizz Cola to ever break even (Stiving, 2012). However competing that same or higher pricing level as these two giants could lead to a vicious price war that Fizz Cola my not be able to survive. Thus the only way Fizz Cola will be able to survive is by establishing a very competitive policy of penetration pricing. The penetration pricing should be low enough to enable the company cover its costs – and thus be sustainable over the long term - but slightly lower than that of the competition in order to attract consumers of the already existing products. The pricing strategy should also have a value-based angle to it, thus involving the consumers in its determination as long the main principles relating to penetration pricing are still adhered to (Stiving, 2012). The pricing strategy will support the branding strategy by ensuring that whatever price is charged for the Fizz Cola products is comparable and consistent throughout the different markets and regions the products are sold. This will engender and ensure that the product is able to build a strong consumers confidence and consumer loyalty as well as ensuring that the marketing message of the products remain the
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Branding, Pricing and Distribution First name, last name Subject Professor Submission Date Branding, Pricing and Distribution In today’s highly globalized market and with a product, Fizzi Cola that is aimed at the international rather than just a domestic market, the product branding strategy would have to be the same for both the global and domestic market…
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The distribution strategy to be chosen will be based on the company’s need to manage the availability of the service, and other factors such as pricing and target market. Being a private company, it will mainly target the wealthy citizens of Brunei, which is ranked
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