Challenges Of Positioning A Brand

The background given provides us with an idea of the definition of advertising, its purpose and goals, its different cycles

The common public goal of the marketing discourse is to attract attention from targeted audiences, in other words make the consumer buy, buy, and buy. In order to achieve these goals I have to execute different marketing strategies with the help of the staff and company executives. Together we brainstorm different marketing trends, design different kinds of ads; analyze social media for more effective ways of advertising and calculate risks based on customer insight. When all is done right the end goal will result an increase of sales revenue for the company, which will sharpen its image and name.

Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding

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.

Companies purpose is not simply creating good products, but also informing consumers about their benefits, as well as achieving a clear positioning of their products in the minds of consumers. The three main means of stimulating the mass market are advertising, sales promotion and public relations. Companies have to choose a system, elaborate actions, and set goals in order for advertisement to have good effect on the company. Therefore, this paper will discuss advertising strategies and marketing functions of Ulta and Sephora. To advertising could be expected good effect, companies must first select a system and elaborate action, set goals. Therefore, in this paper we consider the advertising strategy.

Advertisements have become more common and can be found in almost all locations in the society; however they vary depending on the content and the medium they use to convey the information. It can be noted that television has become one of the most influential and powerful medium since it gives both visual and hearing attributes. Television is preferred by many organizations among them being Power ads since it gives a leading hand in competition since it basically influences the consumers not because of the unique product qualities but the mode at which the advertisement is made. Advertisement being one of the marketing strategies has to be designed in a way

To conclude, Due to the harmful effects from businesses and their need for money, people need to change how advertising affects them. They use many different techniques to take advantage of the relationships of consumers. They create competitiveness amongst consumers and they even dwell on the personal relationships. They change the environment that consumers shop in. The practices of advertising that businesses use slowly hurt the culture of society. The culture of today is drastically being changed due to the unjust practices of

Marketing has become more and more important, especially as the purposes of marketing expanded into performing marketing researches. Through marketing researches, it is asserted that marketing starts with a real customer need. Classic marketing, has, nonetheless, focused on making the need that will draw customers, and this stresses the advertising power of marketing (Woodall 2007, p.1284). This is also called the sales concept of marketing (Woodall 2007, p.1285). An example is how advertising lures people into buying a brand, because of the

The features that this product had are a wide range of bright and dull colours (red, orange, blue, yellow, white, black, grey, purple, green).The benefits this product has are they have strong, long lasting material and the retail price of these shoes is moderately cheap. There is also a wide range of designs you could choose from such as King Dimes, King Player and King MVPs. These shoes could be used for running, walking, cycling also it can be used for lots of sports including Tennis, Basketball (from the basketball collection) The main materials on this product include leather, water proof laces and outside shoe material, metal lace tips so that the laces don’t split this is good for extra durability. Also this product has a wide range of shoe sizes ranging from 3-12 so that all ages groups can buy this shoe and all genders can as well. These shoes have a special material which allows you to clean them much easier than the other shoes on the market. Use can get rid of grass, mud and marks use just a wet towel. This shoe also has 3 different types of quality shoe so it suits everyone’s budgets the lowest quality lasts about 5-8 months and use can them repaired for a cheap price these are usually costing £10-20. The second quality shoe is better than the first because the shoe has better material and water proofing these shoe last about 1-2 years and they cost about £50-80. Lastly the best quality is the leather integrated

The company will conduct marketing strategies that aim at creating an image for the brand in the minds of the consumers and reminding them customers about their products consistently.

The main objective of the advertisement is to create a favorable climate for maintaining of improving sales. Customers are to be reminded about the product and the brand. It may induce new customers to buy the product by informing them its qualities since it is possible that some of the customers may change their brands.

The marketing concept is focused on the sence of satisfying consumer needs and its main goal is to satisfy those needs by providing specific product or service offerings. In this approach, brands form out a marketing strategy which identifies their target market and the 4 P‟s as the price, promotion, place and product that are in accordance with their strategies(Kotler and Armstrong, 2006). Promotion, as a member of this marketing strategy acts as a tool for brands to promote their products or services and communicates their messages to their target markets. In their promotional efforts brands may use different media such as televisions, radios, newspapers, magazines, outdoor advertising and they can also prefer tools

Red Bull is not differentiated by gender, race or income, but does position itself as young, sporty and dynamic. It is also perceived as the market leader. The brand is not associated with a type of distribution channel, but does insist on usage situations – anytime, anywhere, for any situation (see advertisement A in Appendix 1).

In the book, Positioning: The Battle for your Mind, Al Ries and Jack Trout teach businesses how to use positioning as a communication tool to reach target customers in an overcrowded marketplace. For many years, many people focus marketing based on the four pieces, which are product, price, promotion, and distribution. However, Ries and Trout emphasize the position as the fifth piece of the marketing plan, also the most influential piece of the marketing plan. There are some key points that Ries and Trout mentions in the positioning book “information overload, how to getting into the mind of the consumers, positioning as a leader, how to reposition in the competitive market, and lastly, the power of a name. These are the main topics that the authors discuss throughout the book. Overall, Al Ries ad Jack Trout emphasize that positioning is an essential part of the marketing piece, where it aims to make a brand occupy a distinct position, relative to competing brands in the mind of the customers.

The feature of luxury is base on the fact that it is a brand, which is a basic discrepancy of luxury and craftsmanship. According to Keller (2003, p.60), “brand equity is the differential effect that brand knowledge has on consumer response to the marketing of the brand”. It is related to the added value of goods provided by the make as well (Farquhar, 1989). Therefore, companies having strong brands could sustain their differentiation (Aaker, 1996) and reach better “financial leverage” (Ind, 1997) than those do not have (Nyadzayo et al., 2011). Thus organizations, which produce luxury objects, need to create and maintain their brand equity.