Strategic Marketing Assignment

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  • Topic: Marketing, Shoe, Footwear
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  • Published : March 15, 2011
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STRATEGIC MARKETING ASSIGNMENT

OBJECTIVE: ANALYSIS OF THE TAGLINE OF A COMPANY

CASE STUDY: THE PUNCH INDUSTRY, IRELAND

TAGLINE: “CARING SINCE 1851”

The other day I purchased a shoe lace from Tesco’s Supermarket and it was a Punch brand, I had never given the company a second thought before except that I had seen a shoe polish with my husband of that name, but my attention was caught when I saw the tagline “Caring since 1851” on the product I just bought. I got curious about the company, not just because they said they cared but because of the no of years the company had been around. To me that connotes success. 150 years and still strong.

The Punch industry, indeed has come a long way since 1851, they have developed steadily to become a major manufacturer in shoe care and fabric care worldwide. Some of their products include, the Colour Catcher, Self Shine polish, Boot and Shoe Lace, Aerosol Cleaners, Protectors, Shoe Creams, Colorants, shoe horns, Shoe brushes etc.

WHY THIS TAGLINE IS EFFECTIVE

It is indeed clever of Punch to include their long existence in the Tagline. “Caring since 1851”chosen by Punch is an attention catcher; it epitomizes and summarizes the company in just few words. It is bound to create a lasting impression in anybody’s mind. There is also a focus on the strength and uniqueness of the company that can connect it with consumers. It is a corporate tagline which reflects the basis for long term customer relationship.

IMPROVING THE TAGLINE

The only snag about this Tagline is that it is rather vague and too serious, though mentioning the year of inception was clever, yet it does not give an explicit understanding of what the company actually produces. This Tagline cannot be associated with the companies product at all. It is a corporate Tagline which only reflects the basis for long term customer relationship

In Improving this Tagline, a product oriented Tagline would be preferable as this embraces a...
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