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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 are selling the car which works on the bio gas fuel than the promotion activities related to the campaign of the car should highlight the benefits of using the bio gas fuel and it should also put some light on the damages which have been caused by the pollution produced through the regular fuel.
There are many companies which are selling different kinds of organic products however only few have designed their promotion campaign in such a way that they can grab the attention of the consumers at the right place and at the right time. There are some categories of brands in which the consumers often do not agree with the promotional activity of the company because of the nature of business in which they are involved. For example many big brand names in the industry of fast food promote their products in such a way that the element...
iii). Now days consumers are very smart and they understand the marketing gimmicks which are played by such companies. Issue of ethics also comes to work as far as the authenticity of organic brands is concerned. Most of the companies claim that the brands which they are selling should be considered in the category of organic products however their neutrality often seems questionable. One of the other major issues related to the organic products is that it is quite difficult to differentiate your brand than the competitors because majority of the consumers assume that the organic brands are the commodity and every brand has the same properties and benefits no matter which tag is attached to it. This is one of the major issues which majority of the marketers and brand management experts are going through. To cater with this situation most of the experts have suggested that whenever the company is going to launch are promote the organic product then it should first promote the category from which the brand belongs and then try to highlight that how its brand is going to complement the category as a whole. While promoting the brand the core association of the brand should…
Most of the companies often cheat the buyers by simply attaching the tag of organic to their brands however when anyone looks at the ingredient's list of the brand then they come to the conclusion that companies have placed the game with them. Therefore it should be realized by the big multinational companies that once the consumer get dissatisfied then he or she is going to tell about this phenomenon to his fellow beings which is going to damage the brand image in the long-term. However there are also some companies which have promoted their organic brands in a very competitive way and they have also made sure that the ingredients which have been told in the advertisement are also present in the literal sense (Nobre, Becker & Brito, 2010).
Purity organic juices can be considered as an example of such a brand which is promoted in a suitable manner as far as category of organic brands is concerned. It is one of those brands for which the company has worked closely with the farms from where the raw organic material has taken. This point has also been highlighted in their advertisement as well. The CEO of Pacific Organic Produce and the founder of Purity Organic Juices has also talked about his organic brand in the commercial which highlights the fact that company considers the importance of such products and they have indulged their top management for the promotion of the product. The advertisement also highlighted the Purity Organic Juice's organic certification which further strengthens trust of the people over the composition of the brand (Abratt & Bick, 2003).
Like Purity Organic Juices there are also some other organic products which are promoted in a very suitable way. One of them is Lipton Green Tea. Most of the people who are interested in the weight loss or natural health are interested in this particular category that is green tea. As far as the promotion of Lipton Green Tea is concerned they have highlighted in their advertisement the concept of health by showing the acts of exercise. The ingredients mentioned in the advertisement also reflect the brand's closeness to the nature. Young models were used for the advertisement which reflects
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 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
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