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Cloon Kleen is trying to look for cost effective ways in which it can efficiently market itself and gain competitive advantage. Differentiation has immensely helped the company in retaining its customers due to the uniqueness of their products’ scent. Cloon Kleen’s has had high number of loyal customers, which is approximately 80% due to the uniqueness of their products to their customers who are majorly women of age between 25 and 50. The company has also adopted their own line of body care products due to high differentiation strategy they employee in their products. Cloon Keen uses three different perfumes to create fragrances which are of very high quality and do have authentic aroma that do not smell strange. The company uses print media which shows colored picture of their products thus promoting the products. A fashion magazine which adds value to the products by associating it with other fashion designs advertised in the same magazine. The company has adopted branding and packaging of its kind that is very attractive to their customers. The branding is unique and very beautiful thus attracting many customers especially women who are greatly attracted by colors. The company also believes in verbal interaction with their customers that help them improve on the quality of their products through their customers’ suggestion. ...
How it should Be Positioned Relative to Pertinent Competitors The company should further diversify in manufacturing more products with variety of attractive fragrance combined with beautiful packaging and marketing to gain competitive advantage. Changes Required For a Better Positioning The company should embark on thorough marketing, promotion and slightly lower the prices of their products to gain competitive advantage. The company may as well use application or use strategy by manufacturing different products for different occasions and times such as romantic scented candles for lovebirds’ gifts and cool scented products for summer seasons. Another great strategy is connecting the products with the users such as classic scented products for the rich. It is also important to design products that are consumer friendly by having consumer in mind. What Is Lifestyle Brand? A lifestyle brand is a brand that tends to symbolize itself with a particular grouping or society for marketing purposes. This strategy should not be adopted since it may hinder other potential consumers who are not incorporated in the group shun from buying the products. Electronic Media in Promotion Electronic media such as website blogging and other social media should be used to promote and market both the company and the products due to their ability to reach many people at the shortest time possible. The firm should be able to communicate with its customers freely and persuade them to buy their products, which should be well displayed on the firm’s electronic sites. The will further receive feedback from their customers via the electronic media which they will use in improving ...Show more


Products and Services Date Marketing Products and Services Cloon Keen Atelier’s Problems and Issues to Be Addressed The firm’s problem is mainly threat of competition in the market place that is poised by other great competitions in the industry…
Author : jerroldhackett
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