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 To make students explore the concept of branding and its significance

for marketers and customers

There are multiple brands of fast food chains operating in Pakistan i.e.

McDonalds, KFC, Subways, Burger King, Fri Chicks, and Fatburger. These

brands provide a variety of food items to their clients and charge very high

prices as compared to the non-branded or locally operating fast food chains.

Despite high prices brand conscious customers prefer to have meals from these

renowned fast food restaurants. Locally working fast food chains also keep a

variety of food items with low prices but it becomes difficult for these local

food chains to attract brand conscious customers.

In your opinion what advantages branded food provides to its customers as

compared to locally working fast food chains, make a comparison keeping in

view the concept of branding.

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"MGT301 Principles of Marketing Assignment 2" has been uploaded.... last date is 21st Jan, 2016. Kindly discuss here and suggest your opinions.

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advantages branded food provides to its customers as

compared to locally working fast food chains,


1 .Quality food  products.

2. Excellent Environment as compare to locally food point

3. Satisfied the Quality conscious customer who just prefer the taste and health  not money

4.Provide Better customer services.

5.Give value to the customer.

6.more cleanness and fresh foods as compare to the local foods

7. Play land for  babies

i. Durability:
ii. Environment:
Nutrition
iii. Safety:
iv. Information about the standards of the protection:
v. Credibility:
Children Targeting.
Advertising and product labeling.

Xii. Home Meal Delivery.
. Brand recognition.

 

 

 

 

 

 

 

 

Course: BSCS Fall 2015

Subject: MGT 302

Instructor: Dr. Mukhtar Ahmed

 

 

 

 

 

 

 

 

 

 

 

 

THE ROLE OF BRANDING IN MARKETING STRATEGY:

Abstract:

In this paper I made a discussion concerning the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. As a methodology I realized an intersection of the branding and marketing strategy theories. The result is that branding can be regarded as a tool that can enforce all resources of a company towards implementing the strategy.

 Keywords: marketing strategy, branding, value in marketing

  1. 1.     Considerations regarding the marketing strategy:

The business strategy can be defined as a set of decisions and actions regarding the choice of means and necessary resources to attain the long run objectives of the company, so that the company will get the competitive advantage according to its mission (Nistorescu, 2009, p. 12). Most of the business strategies are inadequate to the market conditions. They do not relate to the context, they are created inside out and not the other way around. Most business strategies are not willingly to embrace the challenges, to explore new things, to praise creativity. Instead they are focused on the routine tasks. The strategies are not properly fitted with the resources of the company and the changing premises of the markets they are envisioning. As a consequence, in many cases, the strategies fail to reach their objectives. Strategies serve only as an indication of a possible course of action, but this course is deviated from, because those who are supposed to implement the strategy do not adhere to this goals. Strategies require a longterm vision which is not easy to obtain (Fisk 2008, p. 123). A vision means to formulate and to project a scenario into the future. This scenario must turn into a reality, so that the vision finds many adherents. A vision is to create and to impose a leadership of the market. But in many cases, companies understand to create so called “strategies” only to focus on short-term. Instead of creating the market, of setting proactive objectives, the strategy establishes objectives that are reactive. The strategy must be fitted to the values, resources, competences and organizational culture of the organization. A good strategy must have originality, goals, logical coherence, must take into considerations the risks and resources, must have flexibility (Lynch 2006, p.19). It should state how the company differs from its competitors and how theses differences are relevant for the public. The place of marketing strategy in the corporate strategy can be defined as in the figure 1:

                       Figure 1. The place of marketing strategy in corporate strategy

               Source: adaptated from Huff et al, Strategic Management, Logic and Action 2009, p. 15

The marketing strategy has a more functional and operative character, defining the brands, the products, the communications and distribution strategy, in order to obtain the desired success. One important issue is to anticipate and to meet the trends and opportunities of the markets, or to create new opportunities. But in most cases, the formulation of the strategy is focusing only on improving the existing results, which is focusing more on “how to” then “what to do”. Questions that need to be asked are: where are the best markets? What are the most profitable products? How to create significance for our products? How to enhance the value of the brand? The markets are the source of change, the sources of opportunities that companies need to capitalize. The best results can be obtained if the companies are able to track the changes in the environment and to adapt to them. The companies must orientate from the old paradigm based on “corecompetencies” to the new formula of “market-driven competencies”. There is a balance between the two perspectives. The idea is that the position you are starting from defines the framework of the actions to follow (Fisk 2008, p. 125). The key to formulate and implement a successful strategy is to understand the markets the company operates in. The markets are the complete sources of information regarding possible challenges. A market strategy has three main dimensions: where to compete? How to compete? and how to win? The answer to the first question is based on a complete analysis of the market potential, so that the companies are able to act only on the most profitable markets. How to compete refers to the operationalization of the marketing strategy: how to best serve the customers, thou enhancing the competitive advantage. How to win refers to finding the best solutions for overcoming the competition.

  1. 2.     Branding in marketing strategy

The marketing activities are various and each one has its distinctive role in increasing the company’s sales, both long-term and short-term. In a limited manner, we can define marketing as the sum of all activities that have the role of preparing a product for sale and the role of sustaining a product’s sales, as well. From this point of view, marketing is the sum of the marketing mix, from the traditional perspective: product policy, pricing policy, placement policy, promotion policy. According to the American Marketing Association, marketing is a set of activities through which long-term value is created, for both the company and the client. From this perspective, the marketing effort should be considered a long-term investment, that will bring together the company and the client, for the benefit of both parts (AMA, 2012). The marketing value is the sum of present and future profits.

  1. 3.     Branding within corporations:

 Starting with the 60-ies, the consultants from Wolff Olins and the ones from Lippincott were discussing the brand as a business strategy, giving its capacity to create differentiation and competitive advantage (Bogdan, 2010, p. 32). Branding means more than establishing the name for a company or for a product line. Branding is a longterm state of mind, that requires the management of the company’s strategy, the coordination of its objectives and resources. The brands are seeking to provide both tangible and intangible benefits to the customers, so that they adhere to the brand’s ideals. The tangent directions between brand and strategy refer to the following: what product attributes must be materialized? What advantages are being created? What are the consumers` benefits? What are the brand’s ideational values? For many companies, the brand is perceived only as an external face of marketing, a colorful name and a nicely designed package. But the brands` advantages are proved by the fact that unbranded products are much cheaper than branded ones.

  1. 4.     Conclusions:

The brand is the guiding force that can bring together the general strategy of the company, the human resources, the operationalization of production, the marketing policies. The strategy seeks to accomplish the strategic objectives, in which category we can include the increase of brand’s notoriety. The human resources are involved in the brand’s philosophy through the so called brand engagement. Branding is essential for the reputation of the company and its products. Branding, innovation and continue consumer care are key marketing investments, that can contribute to value creation in marketing.

REFERENCES:

 American Marketing Association,  http://www.marketingpower.com/_layouts/ Dictionary.aspx?dLetter=M,  last consulted in 24.03.2012.

 Barbu, M. Cătălin (2010), Marketing international, Editura Universitaria, Craiova.

 Barbu, M. Cătălin, Ogarcă, F. Radu, Barbu, C.R. Mihai (2010), Branding in Small                                                                                                                                                                                                                                                                                                  Business, Management&Marketing, volume VIII, special issue 1, pp. S31-S38

. Bogdan, Aneta (2010), Branding pe frontul de est: despre reputaţie împotriva              curentului, Brandient Consult, Bucureşti.

 Fisk, Peter (2008), Geniu în marketing, Editura Meteor Press, Bucureşti.

Huff, A.S., Floyd, S.W., Sherman, H.D. and Terjesen, S. (2009), Strategic          Management, Logic and Action, John Wiley and Sons, New York.

Jugănaru, Mariana (2007), Marketing internaţional, Editura Expert, Bucureşti.

Kapferer, Jean Noel (2008), The New Strategic Brand Management: Creating and           Sustaining Brand Equity Long Term, Kogan Page.

Keller, Kevin (2008), Strategic brand management, Prentice Hall.

Kotler, Philip (1997), Managementul marketingului, Editura Teora, Bucureşti.

 

 

 

 

 

 

 

 

 

 

 

A brand is a design, name, symbol, term or word that distinguishes and identifies a company and/or products or services.

The advantages branded food provides to its customers as compared to locally working fast food chains,

Comparison of branded food provides to its customers as compared to locally working fast food chains

Branded fast Food

Locally working Fast food

  • Quality food products.

 

  • Not Quality food products.

 

  • Excellent Environment as compare to locally food point

 

  • Not Excellent Environment as compare to locally food point

 

  • Satisfied the Quality conscious customer who just prefer the taste and health  not money

 

  • They did not Satisfied the Quality conscious customer and not prefer the taste and health for  money

 

  • Provide Better customer services.

 

  • They did not Provide Better customer services.

 

  • Give value to the customer.

 

  • They did not give value to the customer.

 

  • more cleanness and fresh foods as compare to the local foods

 

  •  not more cleanness and fresh foods as compare to the local foods

 

  • Play land for  babies

 

  • They have not Play land for  babies

 

  • Short and easy to remember and recognize

 

  • Short and easy to not remember and recognize

 

 

  • Easy to pronounce and free from negative connotations

 

  • Does not Easy to pronounce and not free from negative connotations

 

  • Describe the products features and/or benefits

 

  • They did not Describe the products features and/or benefits

 

  • Consistent with the image of the product

 

  • They did not Consistent with the image of the product

 

  • Must be distinctive enough to not infringe on any copyrights or other trademarks

 

  • Must not be distinctive enough to not infringe on any copyrights or other trademarks

 

  • The quality of branded product undoubtedly is better

 

  • The quality of branded product doubted

 

  • Customers who are frequent and enthusiastic purchasers of a particular brand are likely to become Brand Loyal

 

  • Customers who are frequent and enthusiastic purchasers of a particular brand are not likely to become Brand Loyal

 

  • Well-developed and promoted brands make product positioning efforts more effective.

 

  • Well not-developed and promoted brands make product positioning efforts more effective.

 

  • Firms that establish a successful brand can extend the brand by adding new products under the same “family” brand.

 

  • Firms that not establish a successful brand can extend the brand by adding new products under the same “family” brand.

 

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