STRATEGY, BRAND AND BRAND POSITIONING OF RINSO

Topics: Brand, Marketing, Brand management Pages: 11 (2747 words) Published: November 5, 2014
MARKETING STRATEGY, BRAND, AND BRAND POSITIONING ANALYSIS RINSO : A CASE STUDY

PAPER MARKETING MANAGEMENT AS A MID TEST ASSIGNMENT

MEINAWATI, YE 51B, 29114877

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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, quotations, or any other material from the work of other people included in my paper, published or otherwise, are fully acknowledged in accordance with the standard referencing practices and all source have been cited.

I declare that this is a true copy of my paper, to fullfil the Mid Test for Marketing Management Study and that this paper has not been submitted for a higher degree to any other University or Institution.

Meinawati
STUDENT ID 29114877

Table of contents

Cover

i

Statement of Originality

ii

Introduction

1

Analysis

2

Marketing Strategy Rinso

2

Brand Strategy Rinso

2

Brand Positioning Rinso

5

Conclusion

7

Reference

8

1|Marketing Strategy, Brand and Brand Positioting of Rinso

INTRODUCTION
Rinso has brought to Indonesia since 1970 and become the first detergent in Indonesia. Rinso is one of the biggest detergent in Indonesia based on it’s sale and a brand that become top of mind in Indonesia . It is proven that rinso has become the market leader and in 2013 Rinso has succeed on getting the highest index by 48,1 % and represent Rinso’s goals in providing effective cleaning, simpler laundry process and best clothing experience that enable people to unleash their potential by having freedom to get dirty. Rinso received Indonesia Best Brand Award for 3 years in a row (2003, 2004 and 2005).

Fact have shown that competition in the business world is one of the advantages that inevitably undeniable. This competitive conditions with evolving technology , development in getting information, and globalization are the most important things to be analized in a dynamic conditions because positions of the company are always changing throughout the time. As a consequences, marketing strategy are one of marketing’s success key factor in promoting the product that have to be review periodically. In this marketing strategy, includes brand positioning and branding strategy to product itself.

Kotler (2012) emphasized that segmentation, targeting, positioning (STP) is the essence of strategic marketing while Mintzberg on his book Strategy Safari (1987) mentioned The word "strategy" has been used implicitly in different ways even if it has traditionally been defined in only one. Explicit recognition of multiple definitions can help people to manoeuvre through this difficult field. Mintzberg provides five definitions of strategy:

plan, ploy, pattern, position,

perspective. There are considerable amount of literature available on branding and marketing i.e., Schmitt (1999) related to the pleasurable consumer experiences to the branding and marketing while Keller (1993) asserted that association of brand in the memory of consumers reflect their perception about a particular brand.

Brands also perform valuable functions for firms. First, they simplify product handling or tracing. Brands help to organize inventory and accounting records. A brand also offers the firm legal protection for unique features or aspects of the product. Urde (2003) elaborated the association of Firm’s value with its brand and explained the importance of the link which is established by the added values between the internal and external processes. The identity of the corporate brands and their image is greatly affected by the interpretation about the brands (Christiansen and Askegaard 2001). It is not a common perception that brands is one of the most important company’s assets. Consumer decide...
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