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Product and Brand Management - Essay Example

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This will make it possible for the company to compete effectively with established competitors in the market. Branding is a vital marketing tool to this effect. Branding will ensure that the company will have a competitive edge for this product and will also be a visible name in the market. Product and Brand Management Part1: Competitive Analysis (Positioning map) Competitive positioning is all about describing Kooler Refresh will be differentiated as well as the creation of value for the product in the market. This will be done after developing the business’s analysis of competitiveness. The company carves a spot for itself in the competitive landscape centering on delivering strategies (Daft, 2010). Kooler Refresher’s delivery strategy encompasses: Market profile-competitors, size, growth stages Customer segments-collection off potentials with same wants and requirements Competitive analysis-opportunities, dangers in the landscape, strong points, weaknesses Value positioning- the kind of value the business will deliver to the market Positioning strategy-how the provisions will be positioned to triumph mindshare It becomes easier generating this fresh prospect and steering it to purchasing, when the market visualizes how the business provisions are distinct from those of the competitors. Without distinction, it takes more resources and time to prove to prospects on the reasons why they ought to pick on this business, therefore ending up competing on price, a move meant to sustain the business over the long term (Gorchels, 2012). Value proposition stands out as a key factor in the strategy of positioning. It is a key to setting up a well recognized company and this product offering. It is therefore imperative that when developing and determining the company’s positioning of the Kooler Refresh product, the following questions are necessary in the offering of a guideline in accomplishing this task. Does the product address the expectations of the market according to the two prime attributes? Does the product offered address the entire market? Does it represent only a sub-section of the market? The objective here is to arrange the company and Kooler Refresh product donation relative to the competitors. A take-away from a competitive analysis function is on the product positioning against the competitors. Especially prior to a product’s lifespan, this is vital.  It is important and very necessary to avoid blurting out about the competitors ventures. Being well prepared for any situation is very essential and can be done by typically carrying out a quick reference sheet, listing the competitors being researched upon. Kooler Refresh Company is concerned with how it will deliver its value propositions. The words of activities are also followed by actions in the quest to win over customers. Rather than letting the positioning and value proposition go to chance, establishing of a strategy is very significant. It calls for thinking impartially about the needs and craves of the Kooler Refresh customers as well as what the competitors make available on offer. In the course of these deliberations, it is possible an unmet requirement amongst the market needs could be come by or rather it could be realized that the business requires an alternative ...Show more
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Name: Professor: Course: Date: Abstract Developing a Kooler Refresh is critical to this firm as it requires extensive research to ensure that this service is successful in the market. As evident, new products face different challenges ranging from consumer perceptions to market competition thus a firm has to be better equipped to tackle such issues…
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Product and Brand Management
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