Chapter 12 Setting the Product and Branding Strategy 14-1 Copyright © 2003 Prentice-Hall‚ Inc. Kotler on Marketing The best way to hold customers is to constantly figure out how to give them more for less. 14-2 Copyright © 2003 Prentice-Hall‚ Inc. Chapter Objectives In this chapter‚ the following topics will be covered: Product Characteristics and Classifications Product Differentiation Services Differentiation Product & Brand Relationships Packaging‚ Labeling‚ Warranties and Guarantees
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Branding Strategy of Sony Ericsson in International Markets 1. Introduction In today‟s global marketplace‚ MNCs need to set up effective branding strategies in order to be competitive. Depending on the structure of the company and the products offered‚ MNCs can use different strategies. There are certain characteristics that will affect the type of strategy chosen. In order to reach economies of scale and scope‚ many MNCs standardize their branding and marketing activities. But‚ when expanding
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Branding: Country of origin vs Foreign branding (part 3 of the article) ... Country of origin stands for the country where a product is coming from. Countries over time have built up a profile/image on the global scale‚ which can manifest itself in either positive or negative perceptions (Warren‚ 2013) towards the country and its manufactured goods. Some countries are well known for their fine cuisine (e.g. Italian food) or favoured because of their high quality products with big reliability (German
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key values. Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details‚ the uniqueness of brand and it’s similarity with the competitive brands‚ as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing
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Robert Traylor and Paul Barwell are tasked with optimizing supply chain management for Cathay Pacific Airways (CX)‚ one of the most profitable and respected airlines in the world. In order to maintain its outlook on growth in this increasingly competitive industry‚ their team must reduce operating costs while improving their customers’ flight experience. Since spare components represent most of the inventory value in their supply chain‚ spare parts operations should be the key focus. From the
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V WATER and glaceau vitaminwater have different marketing strategies as the latter is already in the growth phase and the former is just entering the growth phase of the product life cycle (PLC). Therefore‚ the main focus of the marketing strategies of both brands is to promote their products to the targeted market. To not compromise the depth of the analysis‚ we will look at the 2 most important factors at this stage (in my opinion): product and promotion. We will start off an analysis of the 2
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Case Synopsis A. The chairman of Citic Pacific‚ Larry Yung Chi-kin’s father Yiren Rong started the company in 1978. • Citic was started “to pioneer reform in the financial sector‚ lure foreign investment and technology to China and develop international business.” (Ko‚ 2009) • When Yung became involved with the company he began to acquire more companies. o Eventually had Citic Pacific listed as a red-chip company in the Hong Kong
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is to check the hedging strategy that was used and lead to the huge loss of CITIC Pacific Limited and point out the importance of managing foreign exchange exposure through select appropriate hedging strategies. The huge loss of CITIC Pacific Limited and its cause is discussed in the first part. The importance of hedging and the tools of hedging are respectively reviewed in part two and part three. Finally‚ suggestions are given out on how to design proper hedging strategies for different enterprises
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Giordano was chosen by the author for this report. This report discussed the orientation that the company exhibited toward the market place. And the major competitive issues facing by Giordano including the nature and level of competition‚ branding strategies‚ marketing mix‚ segmenting‚ targeting and positioning issues relating to Giordano. 2. Introduction Company Background Giordano‚ International Limited is a Hong Kong retailer of men’s‚ women’s and children’s quality apparel. It was founded
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Nour Selim 25-5066 Brand Identity Assignments 2014 Building a Successful Brand (points 6 – 7 slides) 6. Brands should create emotional triggers… to build costumer relationships. People are generally ruled by their emotions‚ a brand must be able to initiate ones emotion in order to build a more successful brand. Emotions that affect how people feel about your brand and their decision to purchase your branded products and services can be sometimes negative and positive‚ some of the most frequently
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