Branding Pricing and Distribution

1395 WordsAug 26, 20126 Pages
Branding Pricing and Distribution Presented to Presented by May 20, 2012 Abstract The company chosen and used for this paper is a mobile transport company that caters specifically to senior citizens. This particular paper will explain in detail domestic and global product branding strategy, optimum pricing strategy and a distribution channel analysis that identifies the wholesaler, distributor, and retailer relationships including e-Commerce. Discussions within the paper will also include the use of a push or pull strategy, a distribution channel analysis and supporting references. Domestic and Global Branding A brand is the likeness, idea or image of a specific product or service that buyers connect with, by identifying…show more content…
It has been stated that differentiation in products that creates differences in customer valuation is the most prevalent type of competition ("Optimal pricing strategy," 2012). Pricing Strategy Supporting the Brand The pricing strategy supports the branding strategy by again, catering to the elderly. Most elderly are on a fixed income and rely on discounted and low cost products and services. As far as brand associations are concerned some researchers had narrated a minimum of nine brand associations. The associations communicate either the approach, or the meaning of product in specific terms of how the needs of customers can be fulfilled. In the present competitive environment a distinguished image of product is among the top priority of an entrepreneur. As products become complicated and the market more crowded, consumers become dependent on the image of product than its real attributes in the execution of purchase decision. (Aaker, D.A. Kumar and Day, 1998) Customer benefit refers to the particular needs and demands that are satisfied by products or services, for example control of cavity by toothpaste is termed as customer benefit which may be psychological, rational or expressive benefit. A rational benefit is closely associated with an attribute of product and would be an integral part of reasonable decision process. As different roles are performed by consumers, most of them have an associated concept and a need to narrate that concept. The purchase and
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