INTRODUCTION
Dulux is the top brand of good quality paint offering “do it yourself” users to achieve lasting good looks. Dulux products are vary from country to country, as they are tailor made to meet the needs of local people. Dulux paint main aim is to help the people to create a decorative environment with confidence. Dulux is the largest paint suppliers with 130 outlets.
Task 1
Marketing Audit: “Marketing Audit is a systematic independent and periodic analysis of a company (Business units), its an essential part of planning process in every organization with a view to determine problem and recommending plan to improve company’s marketing performance”. MARKET STRUCTURE:
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Branding Principles : Branding refers to brand name to particular product of a particular organization that such a product is produced by organistion if the brand name of company is strong it means it fully meets the expectations of customers.
Being a chemical industry it deals with health and safety procedures which is responsible for environmental care and ICI DULUX is already the leader in health and safety regrlatons in Europe. With regards to environmental performance it is very tought deal with health and safety procedures so KPI’s are set for Dulux paints, which enables Dulux paints to enchance products with the environmental improvements firms have four branding options to introduce a new product. They are as follows: * BRAND EXTENSION: An extablished brand is using by a firm to introduce a new product and that product is called brand extension.
(Kotler and Keller, 2009) * LINE EXTENSION: It is defined as introducing a new product by the parent brand within the current product category like producing new flavours, forms, colours, ingredients, package size and so on.
( Kotler and Keller, 2009)
* MULTI BRAND: Multi brand is defined as the situation when a seller introduces two or more brands in an existing product. This strategy is called multi brand.
(Kotler and Keller,2008)
* NEW BRAND: As the name implies, new brand strategy may be defined as launching a new brand name by a
A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.
A brand is a name, term, design, symbol, or any other feature that identifies one seller 's good or service
Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering
Brand extension is a technique in order to create a good brand image and increase the sales.
A brand is utilized by a company to differentiate its products from others in the market. Some techniques for accomplishing this are through the use of distinguishing
However, this strategy also has some disadvantages that may hurt the company’s development: The first is the fierce competition between these brands. And it is important to note that using this strategy means facing higher risks. Cost control is another big problem. Obviously, the more brands there are to manage, the higher the costs. For this reason, many prudent companies prefer brand extension over multi-brand management.
Some companies choose to adopt a brand strategy and Riezebos (2003) explains that this consists of differentiating the brand and adding value to the brand. By aiming for differentiation in a strategy, it gives a brand competitive advantage.
Brand extensions afford many companies the ability to introduce new products backed by a brands affluence, quality, or popularity. This greatly reduces launch costs, as new brand launches can reach astronomical costs. Ultimately, once a strong customer loyalty is established with one particular brand, consumers tend to purchase these new products as well (Kotler & Keller, 2016, pg. 325).
Brand- is a name, term, design, symbol, or other feature that separates an organization or product from its challengers in the judgments of the customer. Brands are used in business, marketing, and advertising.
Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates
According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.
Branding is a tool to make the goods of one producer different from another producer (Keller, 2003). Carroll (2008) asserts that branding is a sign of quality, and it is helpful to increase
The American Marketing Association defines a brand as “A name, term, sign, symbol or design or a mixture of them, intended to identify the
Brand extension refers to marketing strategy in which same name of a brand is used in a different product category. In short it is similar to brand stretching. Brand extension helps in evaluating opportunities related top product category, it identifies resource need and it helps organization to increase brand equity. brand extension is successful when customers value and goals match with that of core business and when these goals and value are personified in a brand then the brand is more acceptable by the customers in a business. brand extension is done for some purpose like for growth and development, trend in industry ,Economic Benefits and also for creating competition.
McCarthy, Perreault and Quester define branding as "the use of a name, symbol, design or combination of the three to identify a product" and more particularly a brand name as "a word, letter, or group of words or letters used to identify a product" (Basic Marketing, a managerial approach; 1997).