for MEC as they are able to offer high value for their products. They outsource the production of the MEC house-brand to foreign manufacturers which enable them to sell their products at a lower price domestically6. However, this strategy has earned MEC a reputation of being a “knock-off artist”. This is a critical issue because the public perceives MEC products as copies of name brand products. Furthermore, the negative perception of the MEC house-brand has led to increasing customer dissatisfaction
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for a brand is one of the keys to success. More precisely, in the retail industry, branding is an effective tool to stores to differentiate from one another because it will allow a store to get its target market to choose it over its competitors by providing a unique value to its customers. That is the reason why buyers must considerate branding in their decision-making process. To illustrate this perspective, the results of an interview with a store buyer will be given thereafter. A brand, as defined
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UNIT I Marketing Plan Assigment MBA 5501 Advanced Marketing By Markie Hinson 1 Executive summary Arimount is a well established beauty and grooming company. Arimount has been operating in the hygiene market for 20 years now. As far as the financials are concerned the company has a track record of an average return on investment. Arimount is currently developing a new deodorant product using a new chemical that will allow the deodorant to work for up to five days even after showering. This
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of strong brands and invested heavily in building them. The big example is Coca-Cola. Then followed Japanese with Sony & Toyota leading their way. Only recently, the Eastern companies are realizing the importance of branding and today Samsung is benchmarked along with its top rival brands from Western World. In the past all these Eastern companies where functioning as a low cost manufacturing based for their Western counterparts. There are many advantages of owning a powerful brand, not just
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BIC UNDERWEAR: Brand Extension Gone Wrong February 28, 2015 EXECUTIVE SUMMARY: Brand expansion is an excellent way for a company to position itself in different markets. When done correctly, brand expansion can strengthen a brand and provide great financial growth for an organization. When a company already has a recognizable brand, it can make entering a new market a much more pleasant experience, if the new product clearly aligns with the other products of that brand. In this paper
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TITLE PAGE PRODUCT DIFFERENTIATION AND ITS CONSEQUENCES ON THE MARKETING OF CONSUMER GOODS IN NIGERIA, (A CASE STUDY OF NIGERIAN TOBACCO COMPANY PLC. KANO) BY DAVID GARGADI (PGS/SMS/04/2840 BEING A RESEARCH WORK SUBMITTED TO THE DEPARTMENT OF BUSINESS ADMINISTRATION, BAYERO UNIVERSITY, KANO AS PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF MASTER OF BUSINESS ADMINISTRATION (MBA) JULY, 2007 APPROVAL SHEET The Dean School
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at Labbrand, suggests the name might not work well in China. “We have already found in previous research projects on car brand names, that names with this term were not a favourite choice in China because they are a little too spiritual”. • Given both Labbrand’s expertise and MG’s experience, the acquisition might be the perfect opportunity for repositioning the Saab brand, especially if the product line were to change. However this move is not risk-free. • Saab’s name “萨博” is widely recognized
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characteristics relating to ownership. It describes all the rights that the owner of property can exercise. Proprietary articles are items that are manufactured and marketed under an exclusive right. Define Generic: a. A product that has no brand name or registered trademark 1. Define Counterfeit drugs: a counterfeit drug is a medication or pharmaceutical product which is produced and sold with the intent to deceptively represent its origin, authenticity or effectiveness. A counterfeit
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Market - the place where offer and demand meet. Marketing - set of actions used by organizations to influence public behaviour they depend on. The value of a product is linked to consumer perception: the consumer believes he will get an experience that is worth the money. Perceived value -> Experience -> Satisfaction -> Preference Understand the market –> Adapt to the market -> Better influence the market Types of Market: Company, Reference, Generic, Induced (print ink)
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“With reference to the combination of the articles as support and background, critically evaluate the role of marketing management and its impact on branding and organisational performance” What is Branding? The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. “Even in the
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