As the product manager for Spirou Biodegradable Garbage Bags, my team and I will start formulating the branding strategy by first performing a brand assessment. This will involve a lot of research on current and prospective consumers, transaction trends related to the trash bag market and service quality. We need to determine the business environment including competition, suppliers and economic forecasts. The assessment is needed to determine what the value our product has for our customers, our competition, and the consumer perception of the competition and our company. We can see the value of our bags in comparison to the current drawstring plastic bags on the market. The technologically advanced bags we offer are our key selling point, our value, our distinction. Second I will need to determine our brand promise. The brand promise should achievable and one that connects our strategy, our people, our positioning, and our customers. We have determined our differentiating factor; the bags disintegrate into dust together with the garbage inside them. Using this factor, we can develop the ‘promise’ we will deliver to our intended consumers: no more full bags ripping or hauling bags to the trash barrels, an easy way to make the environment cleaner, no more overflowing landfills. And the company MUST deliver on the brand promise.
Third we develop the brand blueprint. The brand blueprint will aid us in communicating our promise and creates our ‘communication building
* A positioning statement for the company with careful consideration of their brand and strategy
External and customer information: the economic situation, the potential volume of trash bag market, the awareness of the brand, customers’ preference, customers’ daily purchase behavior towards to trash bag, the possible acceptance of this new product, the competitors’ situation, the fierceness of the competition, the potential volume of trash bag market, the awareness of the brand.
TenTree heavily distributes from outdoor and extreme sports stores. distributing from these stores gives a brand personality of an adventurous and active lifestyle. TenTree also has an online store which is convenient for customers as it is less time consuming. TenTree has also reduced 15% of the pollution created in the shipping process by sourcing their products by region. (TenTree, n.d.) TenTree’s distribution techniques have given their products a brand personality, they have become less time-costly, and environmentally-friendly and has created symbolic-expressive, functional-instrumental, and cost-sacrifice value for their
This case basically talks about Ad- Liner Packaging Inc, Brazil’s largest manufacturer of plastic bags and packaging, and their decision of launching of new drawstring trash bags named Climp Fecha Facil. With the investment of one million dollars already done to purchase new machines for production of the new trash bags the stake seem to be high. Market analysis regarding perceived acceptance, packaging preferences and the perceived feature for the new trash bag are done with three focus group in Sao Paulo and Rio de Janeiro of housewives living in apartments and houses. In order to learn more about the population a market test is conducted in Sendas Supermarket in Rio. Purchase intercept interviews were conducted with the
decisions clear and concise, have support from our top management team, have a product with
A case study on Ad-lider Embalagens, SA: Marketing Research for drawstring trash bags in Brazil
Remembering that a brand is more than simply a logo, this guide is offered to help you understand and develop not merely a symbolic brand, but rather a living brand that is
When you’re in the way in establishing your brand identity, you have to make sure that you have cohesive branding guideline.
The environment plays an important role in a consumer’s decision. Many customers have become aware of problems by plastic and bring their own bags. People may be influenced to purchase a product that has packaging which can be recycled.
A case study on Ad-lider Embalagens, SA: Marketing Research for drawstring trash bags in Brazil
Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.
From the professional perspective, to build corporate brand building is to build CI (Corporate Identity) including mind identity, behavior identity and visual identity.
Our purpose shapes how we invest in our brands around the world to inspire passion and loyalty.
In the article, "Plastic bags are killing us", the author Katharine Mieszkowski stated, "The plastic bag is an icon of convenience culture, by some estimates the single most ubiquitous consumer item on Earth, numbering in the trillions."
When introducing a new product or brand to the public a “big picture” must first be established to build a plan that provided step by step guidelines on the communication plan. Consideration of goals and budget is critical and a strategy built to accomplish goals while being prepared when problems arise. Ogden and Ogden (2014).