"Surf Excel Brand Positioning Strategy" Essays and Research Papers

Surf Excel Brand Positioning Strategy

Segmentation Surf was launched in 1959. A family brand with toughstain removal and caringimage. - International to Ultra to Ex cel Surf Ex cel is available in 4variants: Surf Excel Blue Surf Excel Quick Wash Surf Excel Automatic Surf Excel Detergent Bar Rating7/6 ARIEL Ariel was introduced in India in1991. Ariel contains unique Fragrancein detergents with newtechnology based detergent Ariel is available in 3 variants: Ariel Fresh Clean Ariel Spring Clean Ariel...

Brand management, Laundry detergent, Lower middle class 342  Words | 3  Pages

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Surf Excel

Table of Contents ANALYSIS OF SURF EXCEL WASHING POWDER ............................................................................................. 3 ABOUT THE COMPANY ................................................................................................................................. 3 ABOUT THE BRAND ...................................................................................................................................... 3BRAND PHILOSOPHY: ..........................

Brand, Brand management, Income 1009  Words | 4  Pages

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Surf Excel

Surf Excel Brand Management 12/18/2012 Shikhar Mehra MBA Tech (Marketing) Roll No. 364 Brand Management Table of Contents Introduction .................................................................................................................................................. 2 Brand Mission ............................................................................................................................................... 3 Brand Vision ....................................

Brand, Brand equity, Brand management 1471  Words | 5  Pages

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SURF excel vs ariel

 Surf Excel & ARIEL Marketing & Competition Analysis Main areas covered Introduction | History Top Indian Players | Market Share Marketing Objectives | Strategies Segmentation | Growth Opportunities Understanding Consumer Needs Pricing | Marketing Strategy Competitive Advantages | Promotion/AD Campaign Environmental Change and Innovation Consumer Satisfaction and Research Competitors : Ariel | Recommendation & Suggestions Conclusion Introduction ...

Consumer, Hindustan Unilever, Laundry 298  Words | 10  Pages

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Hul Surf Excel

SURF EXCEL:- Surf reaches over 20 million homes in India. Surf was the first brand of detergent that was advertise on Television and Lalitaji was the first icon for a detergent powder created by Alyque Padamsee. It has tremendous Sales Turn over in almost all part of India for e.g. Surf account for more than 50% of a detergent powder that sell in North Eastern States. Other competitors also had effective cleaning but which would damages the cloth and its colour. ...

Brand management, Cleanliness, Clothing 755  Words | 3  Pages

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Brand Positioning

the need-to-know marketing ideas and insights that help build brands and increase sales. Sign up for free Brandeo Newsletter Top of Form Get Email, Twitter or IM Updates See sample newsletter   Bottom of Form Recent blog posts Video: St.Patrick's Ad With Kinda Creepy Interpretation of "When Irish Eyes are Smiling" Are QR Codes a Fad? RadioShack Recommits to Core Customers: Do-It-Yourselfers Krispy Kreme Takes Hands-Off Approach to Brand Building Retail Trends: How the World Shops Online ...

Advertising, Brand, Brand management 1002  Words | 6  Pages

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Brand Positioning

. POSITIONING Suppose we are asked, ‘who makes the best instant coffee?’ Next , we are asked, “who makes the next best?’ there can be a number of brands which are next best, but only one brand that is the best. In a number of product categories like TVs, cars, personal computers, paints, razorblades, soaps and so on, we have our favourite brands or marketer. The top slot achieved by the brand in our mind is called its Positioning. It entered our mind on account of communication through advertising...

Brand, Brand equity, Brand management 2122  Words | 6  Pages

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Marketing Strategies of Surf Excel in Pakistan

Submitted By: M.Com (1 1/2) Morning Group Members: Wajiha Riaz 35 Ainee Rashid 54 Hira Aslam Butt 57 Syedda Azka Naeem 64 Sadia Iqbal 69 Table of Contents * Introduction of unilever * Surf Excel * Marketing Facts * Marketing Strategies * Comparision with learning & Chapter of Marketing Unilever Pakistan Limited manufactures and markets home and personal care products, beverages, ice cream, and spreads in the United Kingdom. The company provides food...

Cosmetics, Detergent, Laundry 2029  Words | 8  Pages

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Positioning Strategy

Introduction: Product positioning is closely related to market segment focus (Berry, 2008). Product positioning involves creating a unique, consistent, and recognized customer perception about a firm’s offering and image. Products in the same category can be positioned in many different ways. Below are three examples of different positioning strategies for hair care products. Advertisement (1): ASIENCE Deep Nourish ASIENCE Shampoo Deep Nourish is specially formulated for Asian hair that is...

Brand management, Hair, Hair care 1499  Words | 5  Pages

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Brand Positioning

Chapter 1 Related Theory Discussion 1.1 Brand: The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company. 1.2 Local brand: A local brand is a brand that is sold and marketed (distributed and...

Advertising, Brand, Brand management 1395  Words | 6  Pages

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Positioning Strategy

Positioning Strategy: By creating product, service, channel, people and image differentiation Nestle arrives the consumer touch point more easily, effectively & efficiently in comparing with other competitors in the highly competitive food processing market. Product Differentiation : Nestle brings a many of product for target customers. They make available 25 types of minerals in Nido for children. It also arranged Cereals’ and Lactogen 1 &3 for newly born baby exclusively. Now the doctors...

Brand, Brand management, Brands 1644  Words | 5  Pages

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Surf Excel

MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C 1. CURRENT MARKETING SITUATION COMPANY PROFILE: Unilever Pakistan Limited manufactures and markets home and personal care products, beverages, ice cream, and spreads in the United Kingdom. The company provides food products, such as soups, bouillons, sauces and dressings, noodles, complete meals, margarine and spreads, olive oil, and tea, as well as frozen foods; cleansing and hygiene products for the home care market; and skin cleansing...

Brand, Brand management, Marketing 3372  Words | 15  Pages

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 SUMMER TRAINING PROJECT REPORT On BRAND PROMOTION of SURF EXCEL QUICK WASH Submitted by: SAngeeta anand ROLL NO : 00814001710 submitted in PARTIAL FULFILLMENT OF BBA PROGRAMME STUDENT UNDERTAKING “The project is submitted to jagan institute of management studies, new delhi...

Advertising, Brand, Brand equity 7670  Words | 55  Pages

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Marketing Management Study Surf Excel

selected is Surf Excel. Q2. Identify the company. Ans:- The company to which Surf Excel belongs is Hindustan Unilever(HUL). Q3. Describe various product lines of the company. Ans:- a.Food Brands:- 1.Kwality walls 2.Lipton 3.Kissan 4.Annapurna 5.Bru 6.Taj Mahal 7.Brook Brond 8.Knorr 9.Modern bread b.Home care brands:- 1.Active Wheel 2.Cif 3. Domex 4. Comfort fabric softners 5.Rin 6.Sunlight 7.Surf Excel 8.Vim 9. Pepsodent 10.Close Up 11.Pureit c.Personal Care brands:- 1...

Brand, C, Colgate-Palmolive 464  Words | 3  Pages

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Surf Excel

Surf Excel, launched in 1954, is one of the oldest detergent powders in India and Pakistan. Initially, the brand was positioned on the clean proposition of “washes whitest”. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication; from 'lalitaji' to 'dhoondte reh jaaoge' to 'jaise bhi daag ho, surf excel hai na', and is today communicated on the platform of 'Dhaag achcha hai'. This...

Brand, Brand management, Laundry detergent 2330  Words | 8  Pages

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Selecting an Overall Positioning Strategy

Selecting an Overall Positioning Strategy The full positioning of a brand is called the brand’s value proposition—the full mix of benefits on which a brand is differentiated and positioned. It is the answer to the customer’s question “Why should I buy your brand?” Volvo’s value proposition hinges on safety but also includes reliability, roominess, and styling, all for a price that is higher than average but seems fair for this mix of benefits. The figure shows possible value propositions on which...

Airline, Brand management, Price 1237  Words | 4  Pages

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Consumer Behavior Towards Ariel and Surf Excel

personal care, oral care and household products. HUL, P&G, Britannia are the major Indian consumer product companies which have very strong presence through their strong brands. The wide distribution network, diversified portfolios and scale economies of these companies deter new players from entering into the market. Therefore, Brand Equity is an extremely important factor in FMCG Industry where as ability to build, develop, and maintain a wide distribution network is one of the critical factors. ...

Brand, Brand equity, Brand management 2111  Words | 7  Pages

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Surf Exel VS Arial

Surf Excel Vs Ariel Brands War Surf Excel Arial History Introduced by Unilever Pakistan in 1948 under the brand name ‘Surf’, its deep rooted heritage has made it a national icon. Surf Excel is known for its famous tagline ‘Daag tou achay hotay hain/Dirt is good’. But this is much more than just a tagline. It is a central philosophy that the brand lives by, with an intrinsic passion to ensure child development through tactile...

Brand, Brand management, Laundry detergent 857  Words | 5  Pages

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Positioning Strategies

POSITIONING STRATEGIES Positioning refers to creating a favourable image in the mind of the customers so that they perceive the product or a service to be better than that of its competitors. It is also occupying the mind, heart, body and wallet space of customers in the selected target market segment through differential advantage higher than rivals in an irreplaceable way by converting differential advantage into sustainable differential advantage. Positioning is not so much what a product...

Brand, Brand management, Competition 416  Words | 2  Pages

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Brand Positioning

reproduced without written permission from the author. Brand awareness and brand image Chuck Chakrapani Building brand equity To build brand equity, we need to start with the building blocks of brand equity. They include brand awareness, and brand image or the associations that a brand evokes. Brand awareness Brand awareness has two components: breadth and depth. Let us first consider depth . While a consumer may be aware of many brands, all brands are not equal in terms of awareness. The depth of...

Brand, Brand architecture, Brand equity 1991  Words | 6  Pages

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Brand Management Strategies - Umbrella Brands

Umbrella Brands The 1980s witnessed a revolution in the understanding of the working of the brands. Marketers depict brands as a reflection of customers’ own personalities, so that they can relate to their products well. In fact the distinguishing aspect of the modern marketing has been its focus upon the creation of differentiated brands and using them as weapons for launching multi-level attacks on competition. Market research has been used to help identify and develop bases of brand differentiation...

Advertising, Brand, Brand architecture 1726  Words | 5  Pages

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Brand Positioning and Repositioning

Research Proposal # 1 Name of The Research Proposal: Brand Positioning & Repositioning Brand Positioning 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. Generally, the Brand positioning process involves: 1. Defining the market in which the product or brand will compete (who the relevant buyers are) 2. Identifying the attributes...

Alcohol by volume, Alcoholic beverage, Cider 1596  Words | 6  Pages

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Brand Positioning and Market Segmentation

Brand Positioning and Market Segmentation Brand positioning is an important strategy for achieving differential advantage. Essentially, positioning reflects “the place” a product occupies in a market or segments. GAP has a wide range of products that are reflected in multi-segments. Initially, as a specialty clothing retailer, GAP segmented the market using price as the sole criterion. GAP strategically decided to serve three major segments, which can be seen from price differences among GAP’s...

Brand, Brand equity, Brand management 800  Words | 3  Pages

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Positioning of Beverages Brands

MARKETING ASSIGNMENT on POSITIONING Submitted by: Shivani Gupta MBA (Ignou) Ques 1 Choose one of the category or the product group in the marketing industry. Choose some brands in that category and describe how each of them is positioned? Develop a perceptual positioning map as well. Ans. Positioning is the act of designing the company’s offering and image to occupy a distinctive...

Caffeine, Coca-Cola, Shahrukh Khan 1215  Words | 6  Pages

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A Study on Advertisement of Surf Excel, 5-Star & Center Shock

Advertisement Category FMCG FMCG FMCG Product Surf Excel Cadbury’s 5-Star Center Shock Video Link on Youtube https://www.youtube.com/watch?v=R4Pw6bQ-LHI https://www.youtube.com/watch?v=7yN1LUM0LS4 http://www.youtube.com/watch?v=k_OtTfhHx0k Surf Excel Introduction: Surf Excel is a product of Hindustan Unilever Limited (HUL) in detergent segment which comes with a tagline of “Daag Acche Hai” has turned the mindset of Indian customer by showing Dirtiness in a good sense to increase their...

Advertising, Advertising agency, Brand 869  Words | 3  Pages

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Positioning Strategy of Axe

POSITIONING STRATEGY OF AXE Introduction Axe is a product of Hindustan Uniliver, one of the biggest FMCG companies in India. Axe is a brand of male grooming products, marketed towards young males. Products The brand has three products under his head: * Shower Gel * Talcum Powder * Deodorants Positioning Strategy (Axe Deodorants) “This world...

Advertising, Boy, Brand 755  Words | 4  Pages

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Marketing Communication (Brand positioning).

"Brand positioning is an attempt to create and maintain a unique representation of the brand in customer's mind, a representation that is expected to stimulate choice of that brand" (Rossiter, 2005, p.42). Positioning, in fact, refers to how customers think about different brands in a market. Through brand positioning a company attempts to build a sustainable competitive advantage on product attributes in the consumer's mind. Nevertheless, developing a successful positioning strategy is not easy...

Brand management, Factor analysis, Marketing 1882  Words | 6  Pages

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Elements of Brand Strategy

Introduction to Brand Strategy Introduction The objective of brand strategy is to support in developing the key elements of a brand strategy by guiding you through a defined process. Developing a powerful brand is both a strategic and a creative exercise that involves appraising every aspect of a business and how it needs to be experienced. It is important to remember that it all starts with your core market and customer insight. Understanding who your most valuable customer is, will always...

Brand, Brand management, Customer 1581  Words | 6  Pages

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How to write a Brand Positioning Statement

Write a Brand Positioning Statement The Power of 3 Words First words on the subjects goes to Branding expert and author Jack Trout who advocates the simplest brand positioning strategy possible. He believes that the best and most successful brands occupy very specific positions in consumers minds, and those positions can be translated into a brand positioning statement of no more than three words. He wrote a post on Branding Strategy Insider where he said: “I have never seen a great brand positioning...

Brand, Brand management, Brands 1232  Words | 4  Pages

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Brand Positioning of Coach

Brand Positioning of COACH Positioning Statement For consumers of middle income levels who need both self purchases and gifts, COACH is an affordable and accessible luxury brand of accessories that offers classic, modern American styling products at extremely well made quality, excellent value and attractive prices. COACH successfully builds market share by leveraging its unique position as an accessible luxury lifestyle brand - a luxury brand even middle class can afford and a preferred...

Brand management, Branding, Gucci 1060  Words | 3  Pages

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Brand Building Strategy


Brand, Brand equity, Brand management 1830  Words | 6  Pages

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Guess Brand Positioning

universally known brand with a fashionable and unique style towards their diverse product range. They cater their products for all ages, from babies to the sophisticated market, including the male and female targeted group. According to the Guess website (no date), the Marcianos found in 1981, a small denim company in California. Guess continues to be guided by the Marcianos brothers, Paul and Maurice. They saw an opportunity to combine the European and American culture to create the brand Guess. Guess...

Brand, Brand management, Brands 1279  Words | 6  Pages

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Brand Positioning: Luxury Watches

c. Technology 4. Brands a. Omega b. Rolex c. Tag Heuer d. Breitling e. Cartier f. Gucci 5. Price a. 10-40k b. 40-100k c. 100k + 6. Display a. Analog b. Digital c. Dual 7. Strap a. Leather b. Metal c. Synthetic i) Steel ii) Gold iii) Titanium 8. Benefit sought Targeting Targeting strategy or targeting is the selection of the customers you wish to service. The decisions involved in targeting strategy include:  Which segments...

Brand, LVMH, Marketing 623  Words | 3  Pages

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POSITIONING STRATEGY POSITIONING Creating a unique and distinctive image for a brand relative to the competition Brand should be perceived as different from competitors by consumers EFFECTIVE POSITIONING Meaningful to consumers Credible/believable Unique to your brand Durable over time FOCUS OF POSITIONING Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols Jet Blue Airways Focus on the benefits of Jet Blue ...

Brand, Brand equity, Brand management 531  Words | 5  Pages

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Positioning and Brand Loyalty

Positioning and Brand Loyalty Shelane Edie SRM 410: Contemporary Issues in Sports Marketing & Management Date: December 03, 2012 This is assignment is to demonstrate and summarize three sports products that have a large or high degree of brand loyalty. Shank, 2009 said, “Fixing a sports entity in the minds of consumers in the target market. I choose Nike, Spalding and Life fitness gym/sports equipment(s). These sports product(s) that is identify demonstrate high degree of brand loyalty...

Brand, LeBron James, Marketing 975  Words | 3  Pages

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Brand Positioning: Kitesurfing

In 1957 a UC Berkeley-trained engineer and Olympic gold medalist named Lowell North found the North Sails brand. A committed and driven competitor both on and off the water, North quickly drove his company to the top of its field…. Today the North brand is the world’s premier sail and kite maker with 63 major lofts and 56 service, sales and satellite lofts in 29 countries. From: www.northkites.com Introduction Kiteboarding is an adventure water sport combining techniques from wakeboarding, surfing...

Kite, Market economy, North 1877  Words | 6  Pages

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Brand Positioning

MARUTI SUZUKI and HYUNDAI Frame of Reference: Consumers associate the brand Maruti Suzuki brand with economical, reliable and affordable car. Although it has now ventured into big luxury cars as well but M-800 had dominated the Indian car market since it was launched in 1984. Maruti enjoyed beingthe only small car manufacturer till year 1996, when Hyundai launched Santro. Santro’s frame of reference relates to affordable yet a smart, trendy car which gives a pride of ownership as it tag line once...

Automobile industry in India, Automotive industry, Ford Motor Company 435  Words | 3  Pages

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Marketing Planning for Surf Excel in Pakistan

5. Objectives and Issues ……………………................................…………….........18 6. Marketing Strategies …………………………………………….....….……........19 Positioning Strategy…………………………………….……………....19 Marketing Mix (Product)…………………………………….………...20 Marketing Mix (Price)…………………………………………….……22 Marketing Mix (Distribution)………………………………………….25 Marketing Mix (Promotion) …………………………………….…….. 27 Competitive Strategy……………………………………………............31 7. Marketing Research.............................................

Brand management, Laundry detergent, Marketing 3781  Words | 18  Pages

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Pepsi vs Coke Brand Positioning

Week 5: Branding and Positioning Reading: * Articles - Please be sure to read all articles and view all videos listed.  They are short but insightful. 1. Interbrand Names 100 Best Global Brands http://www.marketingpilgrim.com/2010/09/interbrand-names-100-best-global-brands.html 2. What P&G Taught Me About Brands http://maxbrandequity.com/Documents/What%20PG%20taught%20me%20about%20Brands.pdf 3. The Power of Brand Equity http://www.thinkingleaders.com/archives/964   Questions: ...

Advertising, Brand, Brand management 941  Words | 3  Pages

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Targeting and Positioning Strategy

Part 1 Introduction my brand … The company is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, to its US rival Nike Targeting and positioning strategy Describe the target market for the brand When it came to any product the audience is very important. You need to know who are going to be interested in the product. When it came down to this “The Brotherhood” is mostly for boys ages 8-20 and for older males. For example, on page four...

Advertising, Brand, Graphic design 1424  Words | 5  Pages

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Quaker Oats - Brand Equity and Positioning

   | | Running Head: BRAND EQUITY AND POSITIONING Quaker Oats – Brand Equity and Positioning Abstract Brand equity and positioning are integral parts of any marketing campaign. Any product or service needs to provide value to its customers in order to be successful. A personal interview and research reveal information about the Quaker Oats brand, how it created equity and its position in the market. Having a solid foundation and keeping up with changes in trends and society are the keys...

Brand, Brand management, Branding 1588  Words | 5  Pages

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Examining Nokia's brand identity and positioning

 INTEGRATED BRAND MANAGEMENT SEMINAR PAPER EXAMINING NOKIA’S BRAND IDENTITY AND POSITIONING TONY TRUONG / 16757686 Introduction This report will discuss the differences in branding strategies between Apple and Nokia with specifically with regard to the range of mobile products which both brands offer to their respective target markets. It will begin with a brief overview of the identities of both brands and how they have changed and evolved since being...

Brand, Brand equity, Brand management 785  Words | 17  Pages

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Positioning Strategies for the New Beetle

The New Beetle Q1. What positioning alternatives were available to Liz Vanzura and her team? What were the advantages and disadvantages of each? Arnold group’s research reveals that the target market for the new Beetle encompassed both Baby Boomers and the younger 18 to 34 year olds (Gen X’ers). This includes a very diverse group of people, but their research also showed that potential drivers shared some common characteristics like confidence, individualism and a desire to be the center...

Advertising, Automobile, Demographics 688  Words | 3  Pages

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Metabical Marketing Positioning Strategy

In 2008, a marketing and positioning strategy was needed for Cambridge Sciences Pharmaceutical’s (CSP) new weight loss drug called Metabical. Metabical was touted as being a revolutionary weight loss drug with fewer negative side effects than the usual medicinal weight loss remedies. Metabical has many levels of decision-makers – both internal and external. CSP’s senior director of marketing, Barbara Printup likely reports to the company’s board of directors for her ultimate authority. Printup...

AIDS, Anti-obesity medication, Cancer 1807  Words | 5  Pages

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Surf Excel Presentation

Analysis of the Surf Excel’s 2012 Pre and Post-purchase behaviourin Mamallapuram | | [Type the author name] | 6/7/2012 | | Preface This project traces the detergent market and the demand for one particular detergent in Mahabalipuram, a small township in Tamil Nadu. Surf Excel is a leading detergent brand produced by Hindustan Unilever Ltd in India. This product is marketed in different price ranges and quantities. There is a wide range of categories under surf excel which are designed...

Data, Detergent, Hindustan Unilever 1558  Words | 8  Pages

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Strategy and Positioning paper

Strategy and positioning An overview of the organization that our team is working with is the hair industry for example hair salons, beauty stores and independent contractors. The type of product that we will talk about is the new hot trend for women, virgin hair which is known to be a multimillion dollar industry factors will be expressed how women are willing to spend hundreds on it even in this day and age with the economy being at a low. What is virgin hair? It is defined to be completely...

Competition, Factor analysis, Hair 937  Words | 3  Pages

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Positioning Strategy of Grameen Phone

Positioning Strategy By creating product, service, channel, people & image differentiation Grameenphone reach the consumer touch point more effectively & efficiently in comparing with their competitors in the highly competitive telecommunication sector. 1.Product Differentiation: Network (best, quality): Grameenphone has the largest network with the widest coverage around the country, bringing 98 percent of the population under the coverage of its network. The entire Grameenphone...

Customer, Customer service, Multimedia Messaging Service 856  Words | 4  Pages

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BRAND POSITIONING OF SCORPIO Presented By KushalDey(314SM100 5) INTRODUCTION  Mahindra & Mahindra is a flagship company of the Mahindra group based in Mumbai with a turnover of `55 billion.  The company was set up in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra along with Malik Ghulam Mohammed.  The shares of the company were listed in the Bombay Stock Exchange in 1956.  Initially set up to manufacture general-purpose utility vehicles, Mahindra...

Automobile, Mahindra & Mahindra Limited, Mahindra Axe 563  Words | 12  Pages

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MARKETING STRATEGY, BRAND, AND BRAND POSITIONING ANALYSIS RINSO : A CASE STUDY PAPER MARKETING MANAGEMENT AS A MID TEST ASSIGNMENT MEINAWATI, YE 51B, 29114877 | STATEMENT OF ORIGINALITY I hereby certify that I am the sole author of this paper and that no part of this paper has been published or submitted for publication. I certify that, to the best of my knowledge, my paper does not infringe upon anyone’s copyright nor violate any proprietary rights and that any ideas, techniques...

Advertising, Brand, Brand equity 2747  Words | 11  Pages

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Toyota Target Market and Positioning Strategy V11

Market and Positioning Strategy Learning Team A Dan Black, Amy Giordando, Lisa Haug, Juana Hunsberger, Aundrika Wheeler MKT575 - Strategic Marketing March 16, 2015 Bernie Cerasaro, Instructor Toyota Target Market and Positioning Strategy Analysis Toyota is the largest global automotive manufacturer and has been successful targeting select markets. For success in the future, they have hired consultants to review its success. The experts will evaluate Toyota’s target market and market positioning in the...

Brand, Brand management, Branding 2506  Words | 11  Pages

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Positioning Strategies for Service Providers

Positioning Strategies for Service Providers by Kai F. Mahnert The following article is concerned with the importance of positioning strategies to a service provider and the associated steps in selecting and supporting such a strategy through the effective management of marketing resources and the development of a competitive advantage through superior quality management. The article is structured into two major sections dealing with a) the selection and b) the support of a firm's positional strategy...

Economics, Marketing, Marketing mix 1536  Words | 7  Pages

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Marketing Strategies for Luxury Brands

Pure. As a competitor intending to introduce a similar product into the luxury fashion brand perfume market, consumer behaviour has important implications for the design of a successful marketing strategy. This paper will outline which key factors marketers should attempt to influence in the design of a marketing strategy to introduce a new luxury brand perfume to the market. Through the use of product positioning, identifying buying groups and the target market, extensive advertising and operant conditioning...

Advertising, Brand, Brand equity 2083  Words | 7  Pages

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Strategy And Positioning Paper 3

 Strategy and Positioning Paper Learning Team B: Christina Deddeh, Christina Morrison, Brian Preston, Allan Remigio, and Crystal Sanchez MKT/421 April 13, 2015 Joseph Roskoski Strategy and Positioning Paper Every company or organization is always looking for the next best thing. Hospitals are always trying to solve problems for their patients in the most efficient and least invasive ways. Robotic surgery is that in itself. Robert Wood Johnson University Hospital is a hospital that would benefit...

Hospital, Marketing, New Brunswick, New Jersey 1798  Words | 9  Pages

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Brand Positioning and Core Values

income adults  Benefit  Everyone seeks for having pleasure from the icecream Direct Sets of Competition Brand with similar target market and segmentation Panda Magic Golf Bravo Indirect Sets of Competition  All other ice creams brands can be seen as indirect competitor of Magnum  Even Algida’s Cornetto can be indirect competitor Positioning Map Perceived Quality x Magnum x Cornetto x Bravo x Panda Perceived Price Free Associations Research ...

Ben & Jerry's, Brand, Gelato 540  Words | 16  Pages

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Brand Positioning - Airtel and Vodafone

Vodafone and Airtel- A study of the brand positioning of two brands from the same product category. VODAFONE Vodafone Essar, formerly known as Hutchison Essar is a cellular operator in India that covers 23 telecom circles in India based in Mumbai.Vodafone Essar is owned by Vodafone 67% and Essar Group 33%. It is the second largest mobile phone operator in terms of revenue behind Bharti Airtel, and third largest in terms of customers. Segmentation Vodafone segments its target users by Income...

Bharti Airtel, Bharti Enterprises, Elite 469  Words | 3  Pages

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Lifebuoy Strategy

% Brand Story & Lifebuoy - Manish Samtani Read on ................................... personal wash brand. It has been around since 1895. It has always stood for health and hygiene, delivered through germ protection. The ruby red colour soap, with its distinct odour, has carried the Lifebuoy message of health across the length and breadth of the country, making it the largest selling soap brand, not only in India, but anywhere in the world. The name ‘Lifebuoy’ is supposed to convey the promise...

Advertising, Brand, Brand management 1492  Words | 5  Pages

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Brand Strategy Coffee

BRAND STRATEGY “Illy Caffe’’ by Coca Cola Company - Bulgaria The report is intended to introduce a new coffee the “Illy Caffe & Latte Macchiato” in the Bulgaria market the coming months. Illy was acquired by Coca Cola and the introduction of this big cooperation will be announced to the customers with the new taste of Latte Macchiato. It will be the first time that Illy Company will launch a ready-to-drink (RTD) such as the soft drinks and cooperate with Coca Cola Croup. The Coca-Cola...

Caffeine, Coca-Cola, Coffee 1330  Words | 5  Pages

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Horlicks Brand Image

INTRODUCTION Holicks a brand was established before 6 decades back in 1960. It is owned by GlaxoSmithKline consumer health care. It’s a malted milk hot drink. It was a substitute of “Milk” as Baby Food It acquired more than 50% market share in India milk beverage market. Initially Horlicks is claimed to promote sleep when consumed at bedtime. In India, It is popularly known as “mother’s Horlicks”. Some Facts •All Horlicks sold in India = 6 times length of Great wall of China •Taller, Stronger...

Brand management, Branding, First-mover advantage 361  Words | 4  Pages

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Marketing Positioning

strange word, “positioning.” Its origins are shrouded in the fog of history. The popular marketing writers, Jack Trout and Al Ries, started talking about position or positioning in 1972 or thereabouts, and took credit later for having invented positioning. However, I believe that positioning was an emerging concept and a term, in at least limited use, within the marketing and advertising community at the time that Trout and Ries first wrote about it. Certainly, the basic concepts of positioning were not...

Brand, Brand management, Focus group 1429  Words | 5  Pages

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Marketing Strategy of King Brand Cement

Marketing Valarie A. Zeithaml & Mary Jo Bitner Part-B 1. Annual report King Brand Cement, 2004 2. Directory Bangladesh Cement Manufacturing Association. 3. Web Site htt: //www. bashundharagroup.com/mcml/aboutus.html Index A Advertising, 49 B Bashundhara Group at a Glance, 6 Business strategy King Brand Cement, 33 Brand name, 40 Bibliography, 65 C Competition, 40 Costing, 42 Channel of distribution,...

Advertising, Brand management, Distribution 300  Words | 4  Pages

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