StudentShare solutions
Triangle menu

The Long-Term Effect of Marketing Strategy on Brand Sales - Assignment Example

Free

Extract of sample
The Long-Term Effect of Marketing Strategy on Brand Sales

Interestingly, the managers expressed uncertainty about whether discounting and advertising play a major role in brand performance compared to distribution and product. The research methods employed in this particular study are both qualitative and quantitative in nature. The quantitative aspect of the study is evidenced by the expression of the data numerically and then statistical methods used to analyze it. Additionally, the observations made by the investigator are clearly numeric and have been organized and represented in the form of graphs that form the basis of analysis. The variables are both observable and measurable and vary across the different firms that contributed to the data pool utilized. Interviews (as a qualitative research method) have been utilized to obtain critical information by the investigators of this study. Qualitative methods when used in combination with quantitative methods help to better understand and interpret complex reality that relates to a particular social phenomenon. Additionally, qualitative methods help in understanding the implications of data that is quantitative in nature. ...
The model developed by the investigators allowed the study to get critical insights into the effect of the four factors (advertising, product, distribution and discounting) on brand sales both in the long and short term. The evaluation tools developed by the investigators are based on rich literature and have a well calculated margin of error. This in turn increases the

Related Essays

Signifcance of the marketing mix in the creation of positive cognitive, affective and behavioural response to the Brand of Zara
4 3.0 Impact of Marketing Mix Stimuli on Consumer Behaviour ..................................... 5 4.0 Conclusion ………………………………………………………………………… 17 Figure I – Official Logo of Zara .................
12 pages (3000 words) Assignment
Brand management, Managing price discounting and its possible impact on Brand equity
(1991). Managing brand equity: capitalizing on the value of a brand name. Simon and Schuster. 11 Glynn, M.S. (2009). Business-to-business brand management. Emerald Group Publishing. 11 Keller, K. (2008). Strategic Brand Management. Pearson Education India.
8 pages (2000 words) Assignment
Christian Dior's existing and recommended luxury brand strategies
.... 3 1.1 Significance of the Project .................................................................... 3 1.2 Main Purpose and Research Objectives ............................................... 4 2. Literature Review ..................................
15 pages (3750 words) Assignment
Marketing Management and Strategy
On top of that, the increasing role of service concerns in today’s economy further reinforces the importance of relationship marketing. As such, this paper seeks to critically examine the above argument and how it is applicable to the current business context in different organization.
9 pages (2250 words) Assignment
International Marketing Strategy Assignment
Change in the Wedgwood international marketing strategy is imminent. The company has to assess and redefine its strategy in terms of market segments, targeting and brand positioning. Wedgwood's management have to balance between the pressing costs in the competitive luxury market and the changing demand structure for more casual and contemporary tableware products.
10 pages (2500 words) Assignment
Brand management, Managing price discounting and its possible impact on Brand equity
Companies having overcapacity of products gives more discounts. The manufacturer should stop the discounting rate at which they offer to the retailers. This practice may results in losing the long term profits. Kevin Clancy had
8 pages (2000 words) Assignment
Develop your own marketing communication model derived from academic research. Analyse the Marketing Communications Campaign of FMCG brand of Heineken
It has in its assortment more than 250 brands in around 70 different countries. As it is diversified worldwide, it faces many problems and hurdles. Despite all the problems, the strong strategy of Heineken Beer has made it to achieve its
11 pages (2750 words) Assignment
Measuring Marketing Performance

The author has done analysis of NMC in introductory and late-growth stage. Different marketers have different approaches of measuring marketing performance depends upon the nature of an enterprise. Challenges that are present in measuring the performance are not having enough skills and data, poor systems and inability to obtain information from sales.

9 pages (2250 words) Assignment
Strategic Marketing
However, for further value addition in the marketing strategy and creating sensitive and brand loyal customers Nike should try to enhance its reach to the larger consumer segment. In view
12 pages (3000 words) Assignment
A promotional plan to launch the new brand
In this paper, a product applies to any of the above mentioned entities (Kotler and Armstrong 2009, pg. 143). When launching a product, service and product designers should adequately
8 pages (2000 words) Assignment
reliability and accuracy of the findings of the study. The evaluation tools utilized allowed the investigators to differentiate the long term marketing effects from the short term marketing effects. They also enabled the investigators to differentiate the chain effects from the brand effects in cases where it is appropriate to do so. In order have a control of the changes that occur in the long term marketing strategies of brands that are competing, the investigators included and applied another tool of evaluation. In including this tool, the researchers were able to have a certain degree of control on the changes that occur in the marketing strategies (long term). This is critical, essentially because the sales of the products are a function of the marketing strategies employed. Although the evaluation tools utilized met the objectives of the investigators, the use of these tools is limited to small numbers of periods, variables and observations. The investigators concluded that product and distribution have a greater effect on brand performance than the traditional advertising and discounting. A closer look at their findings reveals that product (one of the market variables) has an elasticity of 1.37 (60%) and distribution is 32% (0.74). In sharp contrast, advertising had 6% (0.13) and discounting 2% (0.04). On average, all of the market mix

Summary

The Long Term Effect of Marketing Strategy on Brand Sales Name Institution The Long Term Effect of Marketing Strategy on Brand Sales Article Review This particular study utilized pre-existing data on the effect of marketing strategy on brand sales. The study population in this case is a minor component of the study…
Author : lgrant
The Long-Term Effect of Marketing Strategy on Brand Sales essay example
Read Text Preview
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation