Got a tricky question? Receive an answer from students like you! Try us!

Product and Brand Management - Essay Example

Only on StudentShare
College
Essay
Marketing
Pages 10 (2510 words)

Summary

Name Professor Course Date Abstract In an extremely competitive world full of many products, branding and marketing is necessary in every company. Every company needs to develop a brand image that will fascinate the consumers. Business is about attracting customers and making profits…

Extract of sample
Product and Brand Management

The biggest issue is how to elevate the significance of products to customers. They have to be more creative than their competitors; this will be reviewed with reference to a successful brand in the world. Part 1 Competitor Selection Coca-cola Company has been a successful company over the years and is the leading group in the beverage industry. It is known for the production of brands which include coke, Fanta, coke classic and Diet coke. It is a company that ensures that the demands of all consumers are met by their production of a wide variety of drinks. The company is devoted to offering secure and high quality beverages (The coca-cola company, 2012). They have gained the trust from customers because they provide honest and correct data especially on the nutritional information. This explains why it has a large market cover all over the world. The products offered are of different sizes so that the consumer can choose from a variety. It recognizes the fact that the world is dynamic, and changes every day, therefore, they develop their products accordingly. The competitors have a low representation as Coca-Cola has the biggest percent, 70% of consumers as compared to Pepsi’s 20% and Schweppes’s, 10%. Analysis of Price The prices are reasonable and are developed depending on the market. They also vary depending on the size of the bottle and seasons. ...
Download paper
Not exactly what you need?

Related Essays

Success in Business: A Brand Equity Perspective
This research aims to evaluate and present the concept of branding that is a popular technique used by the marketing professionals across various industries. The presence of the brand value to a product helps in providing a good competition on the market and the perception of the consumers towards the product changes leading to an overall rise in performance of the organizations. The concept of brand equity deals with the results of the marketing effects of the branding and the comparison of the results of the marketing effort of the same product without the presence of the brand value.…
10 pages (2510 words)
Product or brand success
In this case, exiting investments can be accelerated, eliminated or de-prioritized. Again, the resources within the business can be allocated or re-allocated to active investments. Normally, portfolio decision approach is characterized by changing and unforeseen information, vibrant opportunities, various objectives and strategic considerations among many others. Also, a variety of decision makers and locations are considered. In determining product success, portfolio management incorporates or ignores a number of decision making approaches in the business. These include periodic evaluations…
14 pages (3514 words)
Why do Brand Extension Strategies Fail?
The strategy of brand extension is being used by the organisations in order to cope up with different challenging situations and overcome the competitive pressure in the industry. According to the Han (1998), the brand extension of strategy have been beneficial for the companies in the process of reaping additional benefits from the already established brand. The main reason or rationale behind the introduction of new product under the name of well known and established brand is to make sure that the customers and market is familiar with the brand and the new product category can capture…
8 pages (2008 words)
Product and Brand Management
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.…
9 pages (2259 words)
Product and Brand Management
The consumption of the beverages has been threatened by health concerns with the need to introduce more healthy brands. The research in the American market suggests that the consumption level is affected by an increased 63% of the population preferring nutritious drinks as compared to the established brands. The leading products have ventured to include production of bottled water for consumers to utilize as alternative products. Slide 2: Competitive Analysis The leading competitor expected in the market would be the Coca-Cola Company with a leading market share of 42.8%. This has been due to…
Product and Brand management (banking)
174). The Barclays brand has two business groups. The first one is the Corporate and Investment Banking, which comprises of three groups and Wealth investment management and the second, is Retail and Business Banking. The Retail and Business Banking Group comprises of four Business units. They are Africa Retail and Business Banking; Barclaycard, Europe Retail and Business banking and UK Retail and Business bank (Barclays.com). Product Portfolio: The products are of two types in general classification of categories. Products that are purchased for personal use and enjoyment are called consumer…
7 pages (1757 words)
Brand Management
Overall branding is viewed as a differentiated strategy through which the customers can easily distinguish the features of a product from that of similar products offered by other marketers. It is also viewed as a tool used by the marketers to position the products with a reliable image of quality and values to make certain the growth of a recurring fondness by the consumer. That is why it is often said that products are something which is manufactured in the factories. Brands are something developed in the minds of the customers; and, hence, the customers do not buy the product; customers…
10 pages (2510 words)