The Marketing Mix: Products and Brands/Marketing Mix: Distribution Channels/ - Assignment Example

The Marketing Mix: Products and Brands/Marketing Mix: Distribution Channels/ The Marketing Mix: Products and Brands/Marketing Mix: Distribution Channels/ Question 1A brand is a type of good produced by an organization under a particular name. A brand has several building blocks including the logo, slogan, brand’s position, and experience. One of the benefits associated with branding is that it improves the image of a company. It also provides important information, concerning a particular company, to the customers.

Branding is also essential marketing tool when it comes to gaining customer loyalty. Arguably, customers establish strong links with brand identities. Moreover, consumers always go for quality goods that they can trust (Cohn, 2014). It is also easy for them to remember companies with superior products, services and brand image. They always pay for image considering that they are informed about brands. Customers always link brand names with quality. This implies that they might only purchase particular brands for that reason.

Many companies have not succeeded in creating a superior brand image. For instance, Zippo Perfume product failed to gain popularity in the market because of its poor brand name. Zippo is recognized as a cigarette lighter brand. It failed when used as a perfume brand. Apart from the product being packaged in a container that resembles a cigarette lighter, many women hate the smell of a lighter fluid (Minnehan, 2014). Planters peanut butter is an example of a good brand. Consumers are already attracted to the iconic planters peanuts.

It is reasonable to place the peanuts into peanut butter. Distribution influences the opinion of a brand positively by ensuring that products reach the consumers. When consumers have the products, they will have additional information concerning a particular brand. Question 2Over the past years, IBM computers have been supplied through a distributor, Computer Infotech (S) Pte Ltd. However, they changed their marketing strategy and started selling the computers directly to their clients. In as much as they still distribute through some retailers, the company has majorly focused on supplying their products through the internet (Howcompanieswin, 2014).

There are setbacks and advantages associated with the distribution of IBM computers through the internet. The company has increased their profits due to market expansion. Additionally, selling directly to the customers reduces distribution costs, leading to the reduction in the prices of IBM computers. More customers became attracted to the cheap IBM computers. Internet distribution has also improved their brand name.Customers can currently purchase the products at their homes. This has become convenient to both the company and customers.

Through direct distribution of IBM computers, customers can easily access information concerning the application of the computers and available software. Conversely, one of the disadvantages of internet distribution is lack of impersonal link between the company and its customers (Ship2door, 2014). The process poses security problems because most people do not trust transactions carried out through the internet. ReferencesCohn, M. (2014). Understanding Branding Importance in Marketing Your Business.

Retrieved from http://www.business2community.com/branding/understanding-branding-importance-marketing-business-0975009Howcompanieswin. (2014). Disequilibrium and Disintermediation. Retrieved from http://howcompanieswin.com/content/hcw/home/chapter/chapter_02.htmlMinnehan, K. (2014). Good and Bad Brand Extension Examples. Retrieved from http://www.campusmediagroup.com/blog/good-and-bad-brand-extension-examples/Ship2door (2014). Advantages of online shopping and its disadvantages. Retrieved from http://www.ebay.com/gds/Advantages-of-Online-Shopping-and-its-Disadvantages-/10000000177896151/g.html