A Brand For Each Brand Position Strategy Marketing Essay

A Brand For Each Brand Position Strategy Marketing Essay The  brand position  or  brand positioning  is how the brand is perceived in the context of competitive alternatives. As brand consultants, when we develop brand positioning statement for clients, we include a target customer definition, brand essence, brand promise, brand archetype and brand personality, giving the  intended  brand position/positioning (as opposed to the actual brand position in the mind of the customer) greater depth. Brand Positioning Basics Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a companys management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions. In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the relative competitive comparison their product occupies in a given market as perceived by the target market. Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market. The Process of Brand Positioning Generally, the product positioning process involves: Defining the market in which the product or brand will compete (who the relevant buyers are) Identifying the attributes (also called dimensions) that define the product space Collecting information from a sample of customers about their perceptions of each product on the relevant attributes Position. The process is similar for positioning your companys services. Services, however, dont have the physical attributes of products that is, we cant feel them or touch them or show nice product pictures. So you need to ask first your customers and then yourself, what value do clients get from my services? How are they better off from doing business with me? Also ask: is there a characteristic that makes my services different? Write out the value customers derive and the attributes your services offer to create the first draft of your positioning. Test it on people who dont really know what you do or what you sell, watch their facial expressions and listen for their response. When they want to know more because youve piqued their interest and started a conversation, youll know youre on the right track. 1) Lifestyle Louis Vuitton Brand Value: up 2% to $19.78 billion The most valuable luxury brand for the past five years, Louis Vuitton  continued to position itself as timeless and authentic. Its focus on its heritage as a travel brand helped it to retain its core customer-the jet setter. The brand increased prices, invested in creativity and heightened the focus on quality rather than compromising its brand value it is a high class brand for the super rich lifestyle. 2) Price Leadership LOreals Noisome brand face cream is sold in upscale beauty shops, whereas its Plenitude brand is available for one-sixth the price in discount stores-even though both are based on the same chemical formula this show the price leadership of LOreal as it is selling products of same formula at higher price at one place and lower at other place. 3) Attributes Iphone Iphone attributes are to provide the best user experience to its users. This smartphone has a faster processor because it has the custom A5 chip, which is the one that users will find on the iPad 2. Consequently the iPhone 4S is faster in processing speeds, downloads, and games. Another benefit it that the iPhone 4S is compatible with CDMA and GSM cellular bands therefore it can be used in more places around the world. Apple features the new Assistant, which has turned the iPhone 4S into a voice recognizing personal assistant. It is very useful to the blind and for hands-free texting, among other tasks. The iPhone 4S comes with a new camera with 8MP with easy editing features such as crop, rotate, enhance, and red-eye reduction. It also features a backside illumination sensor and a bigger aperture, which provides better low-light and The iPhone 4S comes with a new camera with 8MP with easy editing features such as crop, rotate, enhance, and red-eye reduction. It also features a backside illumination sensor and a bigger aperture, which provides better low-light and white balance correction. It also features face detection and image stabilization besides the capability to capture hd. 4) Product class BMW Z4 It is sports convertible car for speed lovers who want something different from Their car. While the brand says its buying audience is very different to its communications audience, it aims to target the 25-44 year old age bracket as part of its strategy to target a younger and broader market. The premium car brand is hosting a virtual vs. reality racing initiative at BMW World today (5 September) offering fans the chance to race F1 driver David Coulthard. 5) COMPETITION PEPSI Pepsi positions itself on points of difference as well as points of parity. Pepsis POD is their forward thinking attitude. I dont believe any of the other cola brands (including Coke) are very strong in that area. This falls into image differentiation. Pepsi has the image of being action oriented and I think that a large part of their target audience associate themselves with the brand because of that image. Pepsi also considers themselves the bold, refreshing, robust cola which Coke and other colas could also claim. These points of parity are product differentiations. 6) Occasion Wrigleys gum Wrigleys gum is an alternative at times when smoking is not permitted. Wrigleys Nicogum would be positioned as Herbal cure and not a drug-based one. To create a distinct image in the mind of the target market Wrigleys will have to educate consumers about the advantages of herbal treatment over a drug-based one. The benefits are, Herbs are provided in natural forms and are not addictive but acts  asa powerful nutritional supplement. Herbs provide physical and  mental well-being andare known to possess tremendous healing properties. Herbs are preferred source of  health care for 80% of the world. It reduces the need of smoking for avid smokers. 7) User Levis Dockers Levis Dockers are targeted primarily to men in there 20s to 40s as people need variety of cloths to wear in the office and college at a reasonable rate which can be purchased frequently and new things add up in the wardrobes. Dockers focused a lot on placing their product creating an authentic in store concept shop for the mens department to create a friendly and accessible environment and make the trial as easy as possible.   The communication strategy at the beginning of Dockers was based on their timelessness, sociability, high quality (wit the references to the Levis) and a classic, not high-fashioned way to wear.   8) Quality Toyota The Toyota name has earned a reputation for quality and integrity, as well as a commitment to responsible management and environmental practices. Ethical behavior extends beyond legal requirements. It means honesty, equity, social responsibility and integrity in everything we say or do.

Ideas inside of us

Wearing headphones or earphones, turning on favorite songs are the best ways to escape from these distractions. Many studies show that some genres of music such as Jazz or Baroque could help the brain signals processing faster. For instance, when listening to a Jazz song, I feel happier, more relaxed and reducing stress. Music really helps my mind regain the energy that I easily continue focusing on the work. The human brain is very smart, but it is also lazy to concentrate for a long time. When doing one thing for a long time, the brain feel bored, hence it easily gets off the track.Some student share experiences that when they focus on study for two or three hours, they feel hardly to keep their mind going on the lesson. Different changes happened however, when they listen to music that helps everything back to its orbit. As a result, music really helps students kept their concentration on studying. Another advantage of listening to music is that music can helps students get creati ve ideas while studying. From joy to ad from happiness to despair, music really has a special ability to leading our emotions.If I need to write a sympathy essay sharing the sorrow with people dying on the war, I should choose a blues ballad song to listen while writing. If am solving an equation in algebra, I need to find a little hard rock of Linking park. Music can simulate students' creativity as a cup of coffee. Listening to music while studying could help students get ideas that they might not realize before. If you want to find something to boost your creative, do not think bout coffee but try some music, it is truly a healthy caffeine medicine for our students.Music leads the emotion and emotion paves the way for creative ideas inside of us. Sometime, you stuck with a problem, find no way to escape the cycle, so you need something helping you get out of that. Let turn on the cellophane, and play some Pop, ideas will come to you. As can be seen, music is an effective medicine helps us get ideas that are more creative. One other advantage of listening to music while studying is that it helps students have a better memory. Our studies prove that Classical or Zen music can help students easily remember the numbers in math or years of history.Music has the ability to transport our memory back in time just like a time machine. Some formulas or sequences students have studied for a long time might be forgotten. Now, they are recalled exactly as learned yesterday thanks for Classical music. Some students cannot remember and revise what they learned because they are under the pressures of the test ahead. In that case, listening to Zen music could release the pressure, slow the heartbeat and inspires students' confidence that help them recall their memories better.Moreover, students will not be bored or stressed when dealing with a long night trying to revise some ideas for a presentation. With a good mood from music, they can better learn facts and lectures tha t they confront for a presentation. Also, fast music affects students' abilities to remember things out loud. In the same way, slow music helps students think more deeply and keep this information in students' memories. Therefore, music is really a helpful tool for students' memories.

Strategic Initiative

If the strategic plan is properly prepared and understood, then the company will continue to grow and thrive. Wall-Mart is a multimillion dollar empire that provides goods and services to communities all over the world. They are able to do this is because they are constantly looking for new ways to keep their business growing while keeping their customers satisfied and coming back for more. In this paper, Team C has developed a strategic planning initiative that will help Wall-Mart appeal In the local community.The strategic plan will help readers understand how financial planning plays a large part in the success and failure of a business by looking at costs and sales in the community, and finally ascribing the risks that are associated with the strategic planning initiative and financial effects they may have on the company. Strategic Planning Initiative Financial planning is about finding out how the business is going to financially in the future. This means that reports from acco unting and other departments have to be correct or else the forecasting will not be accurate.When a business is working on their financial planning they need to prepare a cash budget. Financial planning helps a business to know how the profits will look in the future which In turn will help them plan on other things. This is where the strategic planning comes Into play. The company can plan how much merchandise to receive for parts of ten year. I nee can also Tugged Tort Dulling expansions, malfeasance, Ana toner necessary things. By knowing how much they can spend on certain projects with the amount they have received from the financial forecasting they can budget properly.They can take the time to plan smart and know what they can do for the company and what they cannot do. Wall-Mart is planning on getting their supplies and merchandise from responsible sources. They want to make sure that the products that they sell to their nonusers are safe to eat and that with our busy lives t hey want the products to stand the wear and tear. With the help of the safer and stronger merchandise, Wall- Mart is planning on increasing sales and make sure that they are making the importance of their values known.With this said from the annual report, Wall-Mart is also working with Michelle Obama to make their food products healthier and their produce cheaper. (womb. Anytime. Com) Mrs.. Obama is helping to reduce obesity in children and trying to make foods healthier. Wall-Mart has been meeting with the first dad and are going to take their brand, Great Value, and make it to where it has less fats, sugars, and unhealthy salts. They are going to come out with healthier soups, salad dressings, rice and snacks.Wall-Mart is also trying to get Kraft to follow their examples and produces healthier products. Initiative Affects on Costs The new initiative will not have a major effect on cost for Wall-Mart. Wall-Mart will continue to use its current manufacturers to be able to provide t heir consumers with the most economical prices. Some things that have caused a change in cost for Wall- Mart would be the improvement of labor productivity and also organizational changes that have been made.There may be several changes that may occur in the upcoming year, but with their past experience Wall-Mart is fully prepared to embrace the changes in the most efficient way possible. They will continue to provide better health benefits to their employees and will be more strategic in their advertising. Also, with the Wall-Mart website they are cutting cost by not having so many items to ship and stock in their stores. It also provides their consumers to have easy access to he products which will expand their clientele.Initiative Affects on Sales Wall-Mart's two initiatives that our team focused on are not only driven by expectations of rising sales, but are thoughtful of improving society in small ways. The initiatives focus on improving the health of consumers, helping them to make smarter choices when doing the food shopping. Very aware of the effects of the economy, Wall-Mart is also finding ways to make these healthy choices affordable and realistic. Quality and values are what they are aiming to reveal, being responsible ND thoughtful so that buying Wall-Mart products is an easy and smart solution for better everyday living.With such a strong platform, these initiatives should easily lure American's into one of their 3,804 stores, targeting the common need to live smart and healthy lives on a budget, in order to accommodate the current state of ten economy. â€Å"We are expanding our assortment, re-allocating selling space Ana enhancing productivity initiatives to reduce costs† (Wall-Mart, 2011). By working with suppliers Wall-Mart is aiming to expand assortment in all categories and make the assortment more relevant. We continue to implement productivity initiatives throughout the stores, supply chain and logistics to improve returns. As we s ee top- line sales increase through our focus on IDLE (everyday low prices) and from operational and merchandising improvements, we can further enhance our ability to drive expense leverage† (Wall-Mart, 2011). With cost reduction and commitment to the focus at the core of the Wall-Mart organization, everyday low prices, sales will continue to rise, and the trust and loyalty consumers already show will grow even trotter.Risks Associated with Initiative and Financial Effects As with any business it is important to assess the risks and the financial affects of a business initiative. For Wall-Mart, three initiatives have been identified. The first is purchasing supplies from a responsible supplier. The second is to produce healthier food products in conjunction with the support of Michelle Obama. The third is to promote cheaper produce which will encourage families to eat healthier. The identified associated risks are the possibility of limited resources from so-called expansible suppliers causing Wall-Mart to limit goods that they sell.In addition, there is the possibility of higher cost associated with responsible supplier which will then be trickled down to consumers. Lastly, there is definite risk of botulism or reduced sales associated with purchasing lower quality produce in order to meet their initiative of cheaper produce. With any risk there are also potential financial affects which are the effect of the associated risks. For Wall-Mart they may find that they have to pay more for goods that are form responsible manufacturers and appliers which in turn which trickle down to the consumers causing them to pay more for goods.In turn, causes Wall-Mart to lose customers due to higher pricing. On the other hand if Wall-Mart is able to budget for the absorption of the additional costs and see no price rise to their consumers then they may actually see a financial benefit. Wall-Mart envisions cheaper produce as a potential benefit to its customers and it ca n be but the key to this success will be purchasing cheaper produce that is still quality produce and offering it at an everyday low price to consumers.On the other hand if Wall-Mart offers cheap produce that is not quality produce they may see a reduction in revenue and a loss of customers in this area. Conclusion Wall-mart has over 3,804 stores worldwide, and is the largest leader in retail sales. Wall-mart is able to do this by expanding their business into other countries and providing great quality items to their customers at low prices. The best way for Wall-mart to grow even bigger than they already are is to create a strategic initiative plan that is firm and reliable.

The Pardoner and His Tale Essay - 1236 Words

The Pardoner and His Tale The Pardoner is a renaissance figure that wanders the lands in hopes of bringing forgiveness to those in need. This Pardoner is a bad pardoner among the other pardoners. The tale that he tells is a moral one that is suppose to bring about the desire from people to ask for forgiveness. Instead the Pardoner uses this tale as a way of contracting money from his fellow pilgrims. The Pardoner is a person that is suppose to practice what he preaches. What that person does affects those that look up to that person. The Pardoner must be able to tell of tales that bring about hope. The way in which that might happen is through example. If the pardoner is unable to produce a tale that convinces the audience of†¦show more content†¦Marys of Roncevalles. An honest pardoner would be much like a fund-raiser for any religious or charitable organization today. But a dishonest pardoner like this one had many opportunities to profit at the expense of the naive. Once he was able to stir them to devotion (VI,C,346), he could pull out his relics, odds and ends, bits of stones and bones and cloth, and offer them for sale(Hallissy 214). A Pardoner is not necessarily a bad person. That is true because not all people are bad, just that there are always some rotten apples in every good batch. This is true about this such pardoner. By trade the Pardoner is a preacher. His task is to use his rhetorical gifts to persuade his hearers to repent and be saved. The sermon, then and now, is a major part of the Christian liturgy. The homilist selects a scriptural passage on which to expound, typically one selected from the days liturgy. Since the Pardoner is an itinerant preacher and not a parish clerk, his audience changes. So he uses not only the same text but also the same sermon over and over. His scriptural passage is always the same: Radix malorum est Cupidatas (VI, C, 334); cupidity, the inordinate desire for or excessive love of money, is the root of all evil. Nothing is wrong with this text, or even the Pardoners sermon on it. Something is very wrong when the Pardoners intention, however. He deliberately uses his considerable homiletic skillsShow MoreRelated Geoffrey Chaucers The Canterbury Tales Essay629 Words   |  3 Pagesstory, Canterbury Tales, many of the characters on the pilgrimage make this statement evident with the tales that they tell. Such a distinct relationship can be made between the character of the Pardoner and the tale that he tells. nbsp;nbsp;nbsp;nbsp;nbsp;Through the Prologue to the Pardoners tale, the character of the Pardoner is revealed. Although the Pardoner displays many important traits, the most prevalent is his greed. 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However, the Pardoner is one of Geoffrey Chaucers mo re difficultRead MoreAnalysis Of The Sermon In The Pardoner1293 Words   |  6 PagesThe Sermon from The Pardoner The most sinister character in the Canterbury Tale brings in a much and intriguing feel to the story that is already full of menacing people it is shocking to believe that they can be topped. The Pardoner a man who excels in manipulating the gullible a man so gifted with slick wordplay every one of his customers he encounters the Pardoner seems to with so much ease leave them without a penny. This man who possesses so much confidence is a man who also withhold a senseRead MoreEssay on The Pardoners Tale of Chaucers The Canterbury Tales1482 Words   |  6 PagesThe Pardoners Tale of Chaucers The Canterbury Tales Geoffrey Chaucers The Canterbury Tales is a structured novel which starts with the narrator obtaining twenty traveling companions at an inn. They are all traveling to Canterbury to pay homage to a saint. On their way, these colorful individuals decide to make the trip more bearable by having a story telling contest. Each will tell one story on the way to Canterbury, and one story on the way back. The winner will be decided by the innsRead MoreThe Pardoners Prologue And Tale By Chaucer Essay1425 Words   |  6 Pagesâ€Å"The Pardoner’s Prologue and Tale† is important because it demonstrates how someone with power can influence less intelligent and poor people for financial gain, which was relevant in society during the Middle Ages. In Chaucer’s story, the Pardoner uses his influence and tells a tale of three men to convince the people to pay for him to pardon their sins. Chaucer’s tale and story is often used to emphasize the moral values in our society . There are many points in the tale that are based on the theme