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CASE STUDY ON

CASE STUDY ON Submitted by,

Submitted by,

Work Sheet 1

1. What is meant by the term positioning?

Kotler defines

positioning

as,

“the

act

of

designing

the

company’s offer so that it occupies a distinct and value place in

the mind of the target customers”.

A brand can be positioned by associating its name desirable benefit. For example: Volvo – Safety

with the

Hallmark – Caring Lexus - Quality

A firm may choose to target its product at a particular section of an overall market. It may try to portray the product in a certain way and give the brand characteristics that would influence the consumer's purchasing decisions.

2. Why do firms try to establish brand names?

Firms try to build brand names as it is a way of differentiating its products and services from those of its competitors. The most famous brand names are now invaluable, intangible assets for the firms who produce them. This differentiation will encourage consumer loyalty and allow a price premium, thereby increasing profits.

3. Make a list of twenty of the best known brand names. Which of these are examples of corporate branding and which are multiple product branding?

Coca Cola – Corporate

Microsoft – Corporate

IBM – Corporate

Intel - Corporate

Nokia – Corporate

General Electric – Corporate

Avon - Corporate

3. Make a list of twenty of the best known brand names. Which of these are
3. Make a list of twenty of the best known brand names. Which of these are
3. Make a list of twenty of the best known brand names. Which of these are
3. Make a list of twenty of the best known brand names. Which of these are
3. Make a list of twenty of the best known brand names. Which of these are
3. Make a list of twenty of the best known brand names. Which of these are

Cadbury – Corporate

Tommy Hilfiger – Multiple

Ford – Corporate

Disney - Corporate

McDonalds - Corporate

Hewlett Packard – Corporate

Toyota - Corporate

Gillette - Corporate

∑ Cadbury – Corporate ∑ Tommy Hilfiger – Multiple ∑ Ford – Corporate ∑ Disney -
∑ Cadbury – Corporate ∑ Tommy Hilfiger – Multiple ∑ Ford – Corporate ∑ Disney -
∑ Cadbury – Corporate ∑ Tommy Hilfiger – Multiple ∑ Ford – Corporate ∑ Disney -
∑ Cadbury – Corporate ∑ Tommy Hilfiger – Multiple ∑ Ford – Corporate ∑ Disney -
∑ Cadbury – Corporate ∑ Tommy Hilfiger – Multiple ∑ Ford – Corporate ∑ Disney -
∑ Cadbury – Corporate ∑ Tommy Hilfiger – Multiple ∑ Ford – Corporate ∑ Disney -
∑ Cadbury – Corporate ∑ Tommy Hilfiger – Multiple ∑ Ford – Corporate ∑ Disney -

Sony - Corporate

Nestlé - Corporate

GAP -

Pepsi - Multiple

Adidas - Corporate

∑ Sony - Corporate ∑ Nestlé - Corporate ∑ GAP - ∑ Pepsi - Multiple ∑
∑ Sony - Corporate ∑ Nestlé - Corporate ∑ GAP - ∑ Pepsi - Multiple ∑
∑ Sony - Corporate ∑ Nestlé - Corporate ∑ GAP - ∑ Pepsi - Multiple ∑

4. Choose any 3 brand names and make a list of the core brand values

Colgate

Three fundamental values—Caring, Global Teamwork and Continuous Improvement—are part of everything we do.

PepsiCo

Our Values reflect our aspirations - the kind of company we want

PepsiCo

to

be.

commitment.

We

express

our

values

in

the

form

of

a

Our commitment is to deliver sustained growth, through empowered people, acting with responsibility and building trust.

Intel

Our Values are customer orientation, risk taking, discipline, great place to work, quality and results orientation.

5.

Kelloggs Cornflakes

Wheaties

A white background An orange colourful background It is aimed at the whole family It is
A white background An orange colourful background It is aimed at the whole family It is
 

A white background

An orange colourful background

 

It is aimed at the whole family

It is aimed at sports people

 
 

The cover has pictures of cartoon characters which

The back cover provides a face mask which

depict the sportive nature. It has its nutritive content

appeals to the children and the nutritive information

on the side

of

the box.

It

is also appealing to the

provided at the side of the box impresses the adult

children due background.

to the cartoons and the colourful

The net weight of the content is given in front. The

The

net

weight of

the content, the price,

date

of

price, date of manufacturing, date of expiry and the

manufacturing, date of expiry and the batch number

batch number are given on the top of the box

are given on the top of the box

 

Serving suggestions are given on the side of the box

Serving suggestions are given at the back of the box

 

Cornflakes is the individual brand under Kelloggs

Wheaties is the main brand

 

6. Why was it so important to communicate the changes to the consumers in advance? Can you think of other examples of firms making radical changes in the brand identities of their products?

Sales promotions will convince

the customers

to

buy

the

product after which they will get used to the design.

It

allows

the consumers

to

get

used

to

new

designs

and

transfer of brand equities to new designs.

 

It

enables

the customers to recognize the product easily

without any confusion while shopping at a supermarket.

Other examples:

Pepsi UTI Bank Hutch Starburst

Bibliography & References:

Books:

Marketing management- Philip Kotler

Websites:

www.kelloggs.com

www.pepsico.com

www.colgate.com

www.intel.com

www.xyri.co.uk