Fmcg pricing strategy example,small business internet advertising,free video downloader for windows 7 - New On 2016

19.03.2015
Z1-A-product elaboration negatively affects consumers' attitude toward the soap company on a temporary basis.
Z1-B-product elaboration positively affects consumers' intention to quit consuming the product on a temporary basis. Z1-C-product elaboration negatively affects consumers' attitude toward soap product or any related product on a temporary basis. Increase taxes, Increase pricing of soap product by company to discourage them from buying (price elaboration).
Z2-A- Price elaboration does not affect consumers' attitude toward the soap company on a temporary basis.
Z2-B- Price elaboration positively affects consumers' intention to quit consuming the product on a temporary basis. Z2-C- Price elaboration negatively affects consumers' attitude toward soap product or any related product on a temporary basis. Decrease consumption spaces, Decrease distribution space, Impede purchase of particular soap brand, no sales to minors (place elaboration).
Z3-A-Place elaboration does not affect consumers' attitude toward the soap company on a temporary basis. Z3-B- Place elaboration positively affects consumers' intention to quit consuming the product on a temporary basis. Z3-C- Place elaboration negatively affects consumers' attitude toward soap product or any related product on a temporary basis. Promote body wash gel using health themes, Decrease advertising space for particular soap product, Mandatory warning labels(promotion elaboration). Z4-A-Promotion elaboration does not affect consumers' attitude toward the soap company on a temporary basis. Z4-B- Promotion elaboration positively affects consumers' intention to quit consuming the product on a temporary basis.


Z4-C- Promotion elaboration negatively affects consumers' attitude toward soap product or any related product on a temporary basis. Z5-Consumers' attitude toward the soap company will negatively affect their intention to quit all products of the company both within short term period (Z5-A) and within long term period (Z5-B).
Z6-Consumers' attitude toward consuming soap will negatively affect their intention to quit consuming soap both within temporary (Z6-A) and as well as permanently (Z6-B). Z7-Consumers' attitude toward the tobacco soap company in short term period will positively relate to their attitude toward the soap company in long term period.
Z8- Consumers' attitude toward consuming soap in temporary period positively relates to their attitude toward consuming soap in long term period.
I have found that a common error advertising agencies commit is equating brand strategy with brand messaging and marketing communication.
So, when positioning the brand, brand owners must think much more broadly than “What should we say about our brand?” One must think about “What are all the things that we should do so that our target customers prefer and are loyal to our brand?” This requires experience and thinking that is broader than creativity in images and words. Fair point that brand strategy rightly includes all of the factors that could impact on a perception (and thus the brand). I guess part of the problem is that companies will happily spend money on an advertising and communication strategy yet hesitate to commission the above mentioned deeper analysis and understanding of their brand – especially in the SME sector where many won’t have a brand manager as such. Perhaps part of the reason is that at the end of the day, an advertising agency will provide tangible results whether or not they take an in-depth brand strategy into consideration and there is a lack of awareness on the client’s side concerning the ability of a brand strategy to enhance and add value to all aspects of advertising and communication. I agree that the advertising planners are probably well aware of the difference – but are their clients? Interestingly, I just finished facilitating an educational workshop on brand management for Malaysian business executives. When I try to think like the consumer I build a customer journey map, often I’ll find the pain-points that will point me in the direction to help place the brand above the competitors.
Obviously there are many other insights but being able to make the consumers life better is a major puzzle to solve.


Why is it that marketers are so willing to spend hundreds of thousands on an above the line campaign that has a short life cycle where as they baulk at the cost of brand strategy? Unfortunately the narrow perspective on marketing and brand management doesn’t limit itself to many advertising agencies (thankfully I also know a few agencies, who also see brand strategy or marketing strategy in their broader context). While brand messaging is an important part of brand strategy, it misses many other potential components of brand strategy. Put another way, companies can try to position brands but ultimately brand positioning occurs in customers’ minds.
It requires a systemic understanding of what contributes to a brand’s perceptions and at least an adequate knowledge of marketing and business strategy. They know as well as anyone else that the brand strategy needs a holistic organisational grounding.
And these positions are the result of ALL of the experiences that customers have with the brands – those that occur from messaging as well as those that occur from the product itself, the environments in which the product is sold, how the organization stands behind its products, etc. Brand management includes marketing but is much more than that and marketing includes brand management but is much more than that.
To me brand management goes to the same domain, as the only reason for a brand to exist is to further the cause of the company (profit) or organization (other gains). The trick is to get companies to address the real issues rather than reflexively turning to their ad agencies for new logos, taglines or marketing campaigns.
And, I am flattered that more and more organizations turn to brand management to solve a host of problems; however product, organization design or internal systems problems cannot be solved via brand identity or messaging.



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