Brand management Assignment Example | Topics and Well Written Essays - 1000 words - 3

Brand management - Assignment Example One of the brand names which has existed over the years is Pura, a milk produced by Lionco in Canberra, Australia. Pura is a milk product by Lionco Company. The company has been in the market for a longer time to build a competing brand like Pura. The company also purchases billion liters of milk from over 500 Australian farmers each year towards processing its milk (Lionco, 2015). Its products range from full-cream, flavored, fresh to UHT milks (Lionco, 2015). Among of its popular brands includes Pura, Dairy Farmers, Dare, Farmers Union, Classic and Big M among others (Lionco, 2015). Pura, the company’s outstanding brand has been in the market since 1935. It has a combination of natural vitamins and minerals and a creamy taste (Lionco, 2015). The products naturally provide nutrients for all family members and very essentially when taken daily. Moreover, the brand comes in nine variants to suit the emerging and every need of the occasion (Lionco, 2015). Pura has been in the market for the last 80 years, it is still doing well, and competing with other products recently introduced in the market. The products success in the market has been facilitated by its brand name. Customers identify the company with its products, hence contributing to the maintenance of their loyalty. Similarly, its continuous stay in the market makes it meets generation, which has preferences, hence has to deal with the new emerging market to remain competitive. However, there are emerging trends in the market that might affect the brand, and there is a need to take measures to counter the effects. First, consumer preferences are changing very fast, and not likely to maintain their loyalty is the product cannot meet their demands. The consumers who were present 80 years ago during the launching of the product are not the consumers of today; today’s consumers have a different need, which they want the

Merketing Essay Example | Topics and Well Written Essays - 1500 words

Merketing - Essay Example A traditional philosophy of marketing, known as the production philosophy, believes that a good product will sell itself (Sandhusen, 2000, p. 13). By the beginning of the 20th century this had evolved into a sales oriented system. The sales based philosophy worked on the belief that a good salesman could sell anything to anyone. It relied on advertising and customer manipulation (Sandhusen, 2000, p. 13). These philosophies evolved throughout its history and most modern theorists now contend that all business is customer driven and successful marketing is getting the customer what they want at a price they are willing to pay (Lancaster & Reynolds, 1999, p. 78). Marketing has been described as "[...] the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives" (Lancaster & Reynolds, 1999, p. 1). It is not so much a single task as it is a concept of visualising your customer through their eyes, and creating a profit by understanding and satisfying their needs by providing something of value (Forsyth, 1999, p.124). In its basic form, marketing matches the companys capability to supply the customer with a customers need for goods. This process is often analysed through the use of the 4Ps/4Cs model. The producer controls product, price, promotion, and place. The customer controls their 4C counterparts of customer solution, cost, communication, and convenience. In general, though price incentives can be utilised on a limited basis at some cost to profitability, marketing can only control the promotion and the place in the short term. The customer controls the cost they are willing to pay, acceptance as a solution, convenience, and communication with the producer. Except by manipulation, the company is limited to only researching the aspects that are controlled by the