Brand Development Plan Essay Example | Topics and Well Written Essays - 3500 words

Brand Development Plan - Essay Example Table of Contents Introduction 5 Assumptions 5 Position Strategy 6 Target Market 7 Competitor Analysis 8 Point of Difference 10 Point of Parity 10 Building Brand Equity 11 Brand Awareness 11 Selection and Justification of Brand Elements 12 Brand Image 12 Communication Strategy 13 Measuring Brand Equity 13 Recommendation 14 Conclusion 14 References 15 Introduction Last Chance is a diversified corporation based in Australia that produces and sells products of different kinds. The company now does not have any product in the beverage industry. It has, therefore, decided to make an entry into the Australian market for soft drinks. The company intends to develop a new product for the beverage market. In order to launch the brand successfully in the market, the company has to conduct a research on the existing brands in the market and their performance. ...A proposal has been presented in this article on how the brand can effectively manage its functionalities so as to yield positive and e ncouraging outcomes. The paper provides insights into strategic positioning of the brand, the target customers, potential and incumbent firms, strategies of developing brand equity and building the brand’s communication strategy on the basis of evaluation of the various factors that have been identified to make probable effects on the brand’s image. Assumptions Last Chance is planning to penetrate into a new market. It is important to note that this market has a number of established players. Hence in order to develop its brand image and retain it in the minds of the customers for a long period of time, Dew Fresh has to make certain reasonable assumptions about the characteristics of the market in which it is venturing. The most important assumptions are mentioned below: 1. The prime customer group for Dew fresh is the young population belonging to the age group of 12 to 30 years. The people of this generation are young, active and enthusiastic. 2. Trends in the soft d rink industry show that the majority of customers belong to the above mentioned age group. They are open to new ideas and are willing to experiment with the products that they use in their daily lives. 3. There are various kinds of beverages in the Australian market. However, any kind of herbal energy drink has not been yet developed. Hence this new kind of soft drink is expected to gain a comfortably big customer base.

Marketing Environment of Walker Crisps Case Study

Marketing Environment of Walker Crisps - Case Study Example Findings, analysis and the key issues will be highlighted. When an individual is dealing with the market there are some issues that are considered and they include things like the potential markets and the consumers and the driving forces behind sales trends and the strengths and weaknesses in market. In the 1880s, the director R. E. Gerald helped the meat industry that was falling to come up with an alternative industry and that is how walker crisps began by a man known as Henry Walker. At the present time the owner of walker is Frito-lay (Andrews, 2004) the advert by Gary in 2000 was the 9th best commercial television of all time. The authority said that the TV Commercial and poster viewers make unjustified claims on health regarding the new recipe for crisps. The TV commercial also featured that the saturated oils were reduced by 70%. According to Graham Cash Macgregor chairman, the reduced salt and saturated oil makes the walker crisps better. Cash challenges walkers by saying that 8% of the salt is contained in the crisps for adults. According to a new walker's TV advert, 100% of the walkers crisps are made from British purely formed potatoes and they demonstrate the commitment of walker's to produce quality and also to the industry of the farming. Gary explains that the weather of the British helps in the growth of British potatoes that makes the perfect good quality of walkers' crisps and hence making of these quality crisps. Alongside the advertisement from the TV, the spending of the market has included advertising from outdoor and also practical demonstrations in UK at the events that are across and also giving hands on to consumers on how crisp are created up to the pack from spud. The saturation of walker crisps is reduced such that a bag contains a gram less of the