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Brand Communication Management on Organic Products
In the class text in Chapter 11 entitled "Designing and Implementing Branding Strategies" that the brand-product matrix and the brand hierarchy help a company to characterize and formulate branding strategies. This is done by defining various relationships that consumers have among brands and products. In the matrix, brand-product relationships are graphically represented to set up a brand-product portfolio. From this portfolio, the elements in the breadth of the product mix and the depth of the product mix can be determined. In this way we can implement the proper brand architecture guidelines (Keller 1997, 503-518).
This is really a "back to the basics" reminder of why a brand was born in the first place. Traditionally, brand positioning can also be defined as how customers perceive a brand or product in relation to similar products offered by your competitors in your market. Marketers usually try to create brand position through advertising and promotions in an attempt to influence customers' perceptions of their brands. However, in today's world of busy schedules and nonstop messages,...
By listening to your customers and making changes internally, you can build your brand position organically (ibid).
Customer perception can make or break a product. For example. If your customers perceive a brand as representing poor customer service or quality, a company must make the necessary internal changes to ensure that the customers get the best-in-class customer service. The customers then need to hear about this service. In other words, it is necessary to make the internal changes to meet customers' needs. This will in turn lead to the brand experience and perception that a company wants to convey (Nirmalya and Steenkamp 2007, 237).
Organic products are different than many in the branding strategy that needs to be pursued in marketing them. Many issues with such products are unique due to small and specialized markets. Research results have suggested that such niche marketing is a highly effective strategy for countering price competition in a mature industry. They identify key success factors, the most important factor of which was found to be…
References
Keller, K. (1997). Designing and Implementing Branding Strategies. In: Keller, K
Strategic Brand Management: Building, Measuring, and Managing Brand
Equity. New York, NY: Prentice Hall. p503-563.
Martin, I, Stewart, D and Shashi, M. (2005). Branding Strategies, Marketing
Brand Communication Management on Organic Products Organic products are a relatively new presence within the market. They strive to serve the need of a healthier life style with benefits for both the population as well as the environment. A major component in the success of the organic products is represented by the strength of the brands. Brands generate customer trust, demand for the products and ultimately support the company in attaining its
Brand Communication Management on Organic Products Organic products are those products which are made from organic raw material and in some countries it also requires organic certification as well. It should be kept in the mind that when ever you are to sell or advertise the organic products then you should try to emphasize on the benefits of the brand category rather than simply promoting your brand. For example if you
Identify the designated spokesperson for Life Alive expansion program with the role of developing relationships with the target consumer population. Vehicle Target Description Purpose Frequency Owner Distribution Vehicle Internal/ External Comments Status Report All Stakeholders One page communication of the expansion plans, the progress and deliverables Weekly Heidi Email Internal Telephone All stakeholders Communication of meetings Daily Heidi telephone internal Face-to-face meetings All stakeholders Communication status reports, meetings for planning, implementing, evaluation, and monitoring On a fort night basis Heidi Face-to-face internal Mass media Consumers Communication of new products, food, and cafe locations daily Heidi Television, social media, company website, bill boards, word of
Eight Steps of Effective Marketing Communication: The New Product Called Orange Clean Recognizing the Target Audience Determining the Communication Objectives Planning the Message Choosing Communication Channels Launching the Marketing Communications Financial plan Creating and Handling the Marketing Communications Mix Determine the communications' results Administer the integrated marketing Communication procedure. Orange Clean. The company's major activity is to produce and sell inorganic household cleaners. The company functions in three different sections: Inorganic ingedients, and Others natural and organic chemicals.
Communications Plan Developing and Managing an Effective Marketing Communications Plan The chief focus of an effective communications plan for any company is the customer. Today's customers have high expectations for offerings that not only satisfy their needs, but also reflect their individual tastes and preferences and provide superior value. In a highly competitive marketplace, companies must consider the importance of meeting and exceeding these expectations in order to win new business and
Everyday will also maintain its own Web site for online distribution. Already, one competitor, M&M/Mars is exploring this channel to increase its sales as well as profit margins. Online, consumers can personalize their own labels or foil overwraps which enable manufacturers to charge far more money for their candy (Moran, 2008). "What they have done is drawn the focus away from the chocolate and drawn attention to the product. For