Brand Preference

This report is Part 1 of assignment for Marketing MBA 565-MBOL1 to Dr. Stephen Baglione

Customer perception of a brand is based on how the company positions its brand in the marketing to generate that impression in their minds. This positioning is based on the company’s market position and its competitors’ positions.

You will also read about the Company’s advertising strategy and how this approach will bring into line the Company’s marketing goals. It will be determined how effectively the advertising will be measured and how the different promotional strategies relevant to the Company advertising will be utilized. Further discussion will establish the best marketing research approach used to measure customer satisfaction with the Company’s product (cassava powder) and training service initiated to train farmer in implementing large-scale farming. It will be explained how gaps in customer expectations and experiences will be addressed by the marketing wing of the Company, using the high knowledge and proficiency of experienced and well-schooled people in marketing management.

Brand equity is an important asset for any organization. It is also an assets that offers an organization or a brand a road to success. Brand equity is important because its brand's product is closely associated with its premium price in the market. An organization or a brand with positive brand equity typically have higher quality products and services when compared to similar generic unbranded products. Furthermore, brand equity is important because it helps an organization or a brand to strengthen its competitive edge in the market. It is important to an organization or a brand, the reason are that it help lower the marketing costs and allows a brand to enjoy higher brand awareness and brand loyalty. Therefore, the ultimate goal of a brand

Looking in to the milk industries, study shows Dutch Lady Milk is the most trusted brand rank by the Readers Digest and Dutch Lady brand is across the countries. Since, prices of raw materials are going up the prices in the market will also rise in order to cover the expensive input cost. Moreover, this brand is a well-known milk brand meaning demand is huge and people prefer this brand. Therefore, need to make sure that customers will not switch to another milk brand.

This dissertation is submitted in partial fulfillment of the requirements for the Degree in Marketing Practice

It is necessary to allot a certain amount of time to each task in a qualitative study in order to be organized. For example time should be allowed for:

A project submitted to Dr. Vu The Dung in partial fulfillment of the requirements for the International Marketing course

Sixthly, research data was only extracted using the University of Cape Town’s (UCT) online free research databases. Thus, any publications and databases that required any form of payment on part of the researcher were excluded. Subsequently, potentially relevant articles may have been excluded, owing to resource restrictions.

Sixthly, research data was only extracted using the University of Cape Town’s (UCT) online free research databases. Thus, any publications and databases that required any form of payment on part of the researcher were excluded. Subsequently, potentially relevant articles may have been excluded, owing to resource restrictions.

Research instruments included a combination of a „guideline‟ script (Refer Appendix B) and qualitative measures. The author had to evaluate the brand experience (a qualitative measure) and capture these findings on her script. The script was designed as a guideline with certain touch points to take notice of and to structure the feedback for easier comparison and analysis (Refer Appendix A).

Nowadays the differences between countries are becoming less evident because we see the same TV shows, advertisements, fashion and follow the same brands. To what extent the advantages of this trend outweigh its disadvantages?

It is important to note that the responsible researcher will be very meticulous in avoiding any possible negative effects that he study could bring to any participant. For this reason, prior to starting the study, the researcher must hypothesis on any possible scenario that could occur, predict possible consequences and adjust the study to eliminate the negative effects it could render the participants. It is also important that the participants have the opportunity to ask questions before and after the study. When communicating with possible participants. It is essential to be very clear about their participation expectation and outline effects predicted by the researcher. For example, if the research requires the participation of individuals for six uninterrupted hours, while this may not be a negative effect, the participants must be aware that they will not be able to leave until the six hours if they plan on participation in the study. In addition, when providing the written consent, a legal disclaimer should be included to protect both the participants and the researcher.

In this study, main focuses is on Unilever Zimbabwe’s Communications Plan and assess it deeply with the use of marketing concepts, ideas, models and theories in the formulation of this plan. Tony Yeshin (1999) defines marketing communications as "the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses." Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999).

In this paper we are illustrating the consumer’s behavior towards Juhayna Full Cream Milk. The paper includes the SWOT analysis of the product, the segmentation the company uses, the values in Egypt that affect the purchase of the product, the reference group influence on the Full Cream Milk, how customers perceive the product, and all other aspects whether situational or social and related to the product directly or indirectly that affects the consumer when