Branding Strategies for Small Companies

This assignment delves into the critical role of branding for small businesses in today's competitive landscape. It examines how companies can effectively manage their brand names, position themselves within the market, and leverage the strategies of established brands for success. The document emphasizes the importance of following best practices and learning from successful examples to establish a strong brand identity and achieve growth.

Creating a Brand
using the Low-
Budget Route
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Table of Contents
Introduction...................................................................................................................... 3
Proposing and Justifying a new identification brand.....................................................3
Producing an A3-sized picture board of the source brand and identification brand......9
Conclusion..................................................................................................................... 11
References.....................................................................................................................12
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INTRODUCTION
Creating an effecting brand strategy is essential for every commercial entity in
these days as with the help of this, business will be able to get better position in the
market and make their brand image in front of various customers. In the era of
competition, branding has become necessary for every organization as without this,
they can’t be able to survive as well as sustain in the marketplace (Wang, and et.al.,
2013). Due to this aspect, managing director of Pound CityPlus has assigned a task to a
small manufacturing firm of UK which produces several drink and food products for
various branded manufacturing companies. According to this task, Pound CityPlus wants
from small manufacturing firm to suggest a new brand of confectionery products that it
can serve to its customers. For that, it has approached to small manufacturing firm to
identify a successful chocolate brand of UK and critically evaluate its market
performance as well as brand image. On the basis of such evaluation, Pound CityPlus will
focus on creating and launching a new brand of chocolate in the marketplace.
Proposing and Justifying a new identification brand
Pound CityPlus is planning to introduce a new confectionery product in the market
and due to which, it is going to evaluate the brand image and market performance of a
branded chocolate company of UK so that it can get better guidelines while performing
branding practices of new product. Along with thus, it is considered as a low budge
brand strategy by which business can become able to create good position in the
marketplace. In case of chocolate industry, Cadbury Dairy Milk is one of the most
leading and growing UK based brands of milk chocolate which is recently manufactured
by Cadbury (Neves, 2007). It is the second largest chocolate company in the world
which focuses on serving various confectionery products to its various customers.
Among the all chocolates produced by this company, Dairy Milk Bubbly is one of the
best that is recently launched by it. This chocolate includes a unique feature that is
related to availability of inside and outside bubbles in the body of it. These bubbles melt
easily in the mouth of person who consumes it. Further, it has been seen that Diary Milk
is one of the successful brands of Cadbury in many countries so it was easy for Bubbly
to launch itself effectively in the marketplace. Along with this, Cadbury has been serving
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as well as satisfying customers since 1905 and because of that, its brand has increased
to a great extent.
According to Dann, (2008), packaging style of company is very effective as well
as unique and due to which it lead to attract more number of customers to a great
extent. Selection of color as well as design is also very good while performing practices
related to packaging and availability of this is helpful for company to enhance the sales
as well as profitability in respect of Bubbly. Along with this, logo of company is eye
catchy and thus, it puts positive impact on the brand image of company. Management of
the company focuses on including new features in the packaging of chocolate on the
regular basis so that company’s brand image can move towards the more growth as
well as development. On the other hand, it has also been identified by Hartline and
Ferrell, (2010) that Cadbury focuses on using almost same color and design for
packaging of all its products which in turn can lead to reduce the level of attractiveness
as well as uniqueness.
As per the study of Kotler, (2009), at the time of launching Bubbly, marketing
team of company focused on integrating the emotions of people related to eat chocolate
with the advertisement. In their advertisement, they showed the desire of individuals
regarding to consume chocolaty items for the purpose of attracting more number of
customers. Further, they aim to involve various elements such feelings, thoughts,
images, attitudes and experiences in their advertisement so that it can become more
effective, attractive and unique. In order to make their branding practices more
innovative, company emphasizes on making ringtone for every chocolate. On the
contrary, it has been argued that business needs to involve celebrities in their
advertisement so that they can attract more and more customers. Along with this, they
should focus on adopting more sources of advertisement instead of television (Mowle
and et.al., 2014).
According to the viewpoint of Ferrell and et.al., (2012), Selection of attractive
name as Bubbly is one of the best decisions due to which more people are attracting
towards it. Along with this, other products of the company also have attractive name and
because of that, brand image of business is enhancing effectively in the market.
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Availability of effective name leads to enhance the popularity of brand and through
which, it increases the number of sales as well profitability. Further, it also influences
customers to gain more information about the products so that purchasing decisions
can be made in future. On the other hand, it has been evaluated by Dalgic, (2006) that
due to availability of non-attractive name, business entity can move towards the path of
failure. Other than this, it can also make the negative image of company in front of
population.
In order to maintain the marketing performance of Bubbly, management of the
company emphasized on marketing orientation by which needs and requirements of the
customers are determined before launching any product in the market. Availability of
marketing orientation at the time of introducing Bubbly led to attract more number of
customers as this chocolate is mostly based on the needs of them. Further, this in turn
is enhancing the sales revenue of company to a great extant. According to Delassus
and Descotes, (2012), by focusing on this, management emphasized on huge market
research by which customer’s requirements can be identified in an effectual manner. In
case of other chocolates, with the help of marketing orientation, organization focused on
consistent improvement due to which its brand image has maximized to a great extent.
However, it has been argued by Hultman and Hills, (2011) that market orientation
includes intense market research that maximizes the expenses of business entity to a
great extent. Along with this, it can distract the path of company related to ensure the
effectiveness of other practices.
Further, main aim of the company is focus on maximizing the customer value by
rendering them better quality of products in a reasonable price. Other than this, Cadbury
emphases on performing all their branding and packaging practices in an ethical
manner so that they can maintain their brand image with full effectiveness. In this
aspect, it has been evaluated by Rosenbloom and Dimitrova, (2011) that business entity
ensures the efficiency of ingredients that are used in production process as well as it
confirms that packaging must include the elements in the list of ingredients that are
actually present in the product. By following ethical consideration, they can move
towards the path of positive image in front to population as well as government and it
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will also lead to increase the number of customers as well as sales revenue. On the
other hand, it has been revealed by Schatte, (2010) that non-availability of unethical
practices can reduce the popularity of business to a great extent and can decline their
market share in near future.
According to Neves, (2007), marketing team of the company is very efficient and
it emphasizes on adopting on new strategies on the regular basis in order to make their
branding and marketing practices more innovative as well as unique. Along with this,
main strategy adopted by Cadbury is product development and according to that, it
focuses on introducing new product in the market on time to time by involving new
features in the existing one. On the other hand, it has been noticed by Ferrell and et.al.,
(2012) that its marketing team has lack of employees and due to which, all the practices
take too much time to implement in an effectual manner. Further, just because of that,
market research also consumes more time to understand the requirements of
customers in a better way.
As per the viewpoint of Mowle and et.al., (2014), it has been evaluated that
business entity focusses on market segmentation which assists in segregating the large
market of same products into several smaller segments. In case of launching Bubbly,
management of the company introduces demographic segmentation and by considering
this, it mainly emphasizes on attracting youth people as they are fond of chocolates to a
great extent. Along with this, teenagers as well as college students believe that
Cadbury’s products are the sign of romance. Along with this, it considers to involve
youth actors in the advertisement of Bubbly for the purpose of enhancing the attention
of large number of targeted audience. However, it has also been identified by Dalgic,
(2006) that targeting only youth customers is not the right option for company as now a
days all types of people prefer consume chocolates and other items related to it. By
focusing all types of customers, business can become able to maximize its sales by
enlarging the number of customers to a great extent.
According to Hultman and Hills, (2011), targeting strategy of company while
introducing Bubbly is concentrated which is very effective as well as helpful for
attracting youth customers in an effectual manner. Other than this, availability of
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concerted strategy assists in making an effective promotional message that is used to
gain the attention of targeted customers. In case of Bubbly, television advertisement
prepared by the company is too attractive which influences young people to purchase it.
On the contrary, it has been evaluated by Mowle and et.al., (2014) that undifferentiated
strategy can also be used by the management of the company by which same
promotional massage can be made to promote products in front of various customers.
Other than this, differentiated targeting stratify can also be preferred by Cadbury as with
the help of this, two or more promotional massage can be prepared to communicate
various benefits of product to the customers.
In case of positioning, Ferrell and et.al., (2012) have evaluated that differentiate
strategy is used by the management of company and according to this strategy,
attractive and unique features are included in the new product to make them different
from various competitors. In context of Bubbly, availability of bubbles inside as well as
outside of chocolate is one of the major feature that influences customers to purchase it.
Along with this, according to the nature of these bubbles, they get melt while individuals
keep it in the mouth. However, some customers do not prefer this and they think that its
price is high as compare to other chocolates (Neves, 2007). So, this makes barrier for
the success of positioning strategy.
Further, it has been determined by Wang, and et.al., (2013), marketing mix is the
best tool with the help of which business entity can promote their products in an
effectual manner. Along with this, it leads to maximize the effectiveness of marketing
activities to the higher level. In case of Bubbly, first marketing mix that is product is of
high quality and ingredients used in it are also ethical as per the health of individuals.
Second element is price that is reasonable as well as affordable and management
focuses on setting price as per the availability of product quality. However, third element
is promotion which is also effective in case of Bubbly as there is non-availability of fake
advertisement. At last, marketing mix includes place and in this category, company
focuses to deliver products with the help of various wholesalers. On the other hand, it
has also been argued by Dalgic, (2006) that non-availability of effective marketing mix
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can lead business towards various losses and can create barriers to achieve marketing
objectives in an effectual manner.
By considering the brand image and market performance of Cadbury Dairy Milk
Bubbly, Pound CityPlus can focus on launching a new product of same category in the
same market. In order to introduce a same chocolate like Bubbly and focus on
maintaining the level brand image, management of the company can take the help of
image transfer model. This model assists the organization to launch their brand in the
market by evaluating the market performance of other branded company. Further, with
the help of this model, same targeted customers are attracted by making target product
that is exactly same to source brand. Here, brand image, strengths, weaknesses,
strategies and market performance of source brand are identified as on these basis,
new product is made by other brand in order to attract more number of customers
(Image transfer model, 2009).
According to this model, Brand image transfer includes four different types of
strategies such as ingredient branding, co-branding, extension and endorsement. As
per the ingredient branding, ingredients of one brand are used by another brand while
producing products so that they can deliver better quality goods to the customers in an
effectual manner (Dalgic, 2006). With the help of this branding, business can become
able to attract more number of customers as it products has safe ingredients that are
already used by existing brand. In case of extension strategy, new product is launched
by same company under the name of existing brand. Sometimes, this strategy can be
harmful for the brand if its child product does not get success in the market.
Further, co-branding is also an effective strategy that is suggested by this model
and according to this, two companies focus on joint venture for launching a new product
in the market. With the help of joint venture, features of two brands can be included in
the same and this leads to make that product more attractive as well as innovative. Joint
venture of Phillips and Alessi is one of the popular examples of co-branding strategy
(Hultman and Hills, 2011). At last, endorsement branding is process of giving signs to
the customers by a brand that it is related to a specified company. Such type of
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endorsement helps in increasing the market share of brand but this in turn leads to
decline the corporate status.
Among the all, ingredient branding will be focused by the management of Pound
CityPlus and according to that, it will emphasize on launching a new product such as
Crystal Chocolate in the UK market after considering the features and ingredients of
Dairy Milk Bubbly. Crystal Chocolate that will be introduced by Pound CityPlus will also
consider television advertisement for attracting youth people including college students
as well as teenagers (Dalgic, 2006). Along with this, it will also focus on democratic
segmentation and according to that, youth people will be targeted as they mostly prefer
to consume such types of products. In the present era, it is essential for every business
entity to select right customers and success of Bubbly because of focusing on youth
people will be the best guideline for the management of company.
Furthermore, same as Bubbly, this company will also consider concentrated
strategy and according to that, an effective promotional message will be prepared to
attract targeted customers to a higher level. Other than this, it will emphasize on setting
the price of products in a reasonable manner with the availability of better quality so that
they can move easily towards the path of success. As Cadbury focuses on marketing
orientation and because of that, it makes products as per the needs of customers. So,
following the features of Bubbly will directly integrate then practices of Pound CityPlus
with the marketing orientation and this in turn will lead new brand to attract more
number of customers in an effectual manner (Rosenbloom, B. and Dimitrova, 2011).
Further, by following the market performance of Cadbury, marketing team of Pound
CityPlus will consider to make effective packaging of Crystal Chocolate. Along with this, it
will include the selection of effective design, logo and color while performing practices
related to branding as well as packaging. Due to availability of effective logo, name and
design, more customers will be attracted towards this new brand of chocolate. However,
this leads to enhance the level of profitability as well as sales revenue of business.
Along with this, Pound CityPlus will focus on implementing marketing mix in an
effectual manner as Cadbury also emphasizes on marketing mix while developing its
new product in the market. As per the marketing mix of Bubbly, Crystal Chocolate will
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also consider to consume high quality so that they can satisfy customers in a proper
way. However, price will be more affordable as without this, new product can’t be
survived. For the purpose of promotion, television advertisement will be used and
chocolate will be delivered with the help of wholesalers as well as retailers.
Producing an A3-sized picture board of the source brand and identification brand
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Cadbury Dairy Milk Bubbly
Attributes of Cadbury Dairy Milk Bubbly
 Availability of inside and outside bubbles
 Soft and round chocolate bubbles
 Provide smoother, creamier and lighter experience
 Attractive color and design of packaging
 Availability of interesting ringtone in the advertisement
Crystal Chocolate
Attributes of Crystal Chocolate

CONCLUSION
From the above study, evaluating the practices of one brand related to branding
and using same features for creating another brand is one of the effective strategy that
leads business entity to reduce the cost of it while managing its brand name in the
market. Along with this, it helps in getting proper guidelines by which one entity can
make successful in the market with the help of following the practices of other. In the
era of competition, it is essential for small company to follow the path of other branded
entity so that they can establish effectively and in a short run.
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 Soft and Creamy chocolate

REFERENCES
Books and journals
Dalgic, T., 2006. Handbook of Niche Marketing: Principles and Practice. Best Business
Books. Haworth Reference Press.
Dann, S., 2008. Applying services marketing principles to postgraduate supervision.
Quality Assurance in Education. 16(4). pp.333-346.
Delassus, V. P. and Descotes, R. M., 2012. Brand name substitution and brand equity
transfer. Journal of Product & Brand Management. 12(2). pp.117–125.
Ferrell, C. O. and et.al., 2012. Marketing Principles. Cengage Learning.
Hartline, D. M. and Ferrell, C. O., 2010. Marketing Strategy. 5th ed. Cengage Learning.
Hultman, C. M. and Hills, G. H., 2011. Influence from entrepreneurship in marketing
theory. Journal of Research in Marketing and Entrepreneurship. 13(2). pp.120–
125.
Kotler, P., 2009. Marketing management. Pearson Education India.
Kotler, P., 2009. Marketing management. Pearson Education India.
Mowle, E. N. and et.al., 2014. Application of Regulatory Focus Theory to Search
Advertising: Journal of Consumer Marketing. 31(6/7). pp.34-54.
Neves, M., 2007. Strategic marketing plans and collaborative networks. Marketing
Intelligence & Planning. 25(2). pp.175 – 192.
Rosenbloom, B. and Dimitrova, B., 2011. The marketing mix paradigm and the Dixonian
systems perspective of marketing. Journal of Historical Research in Marketing.
3(1). pp.53–66..
Schatte, S., 2010. Strategic Branding - The Difficulty of the Term and Trademark
"Fußball WM 2006. GRIN Verlag.
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Wang, Q., and et.al., 2013. Effectiveness of the “Made in China” TV advertisement:
Evidence from a survey at an American university. Journal of Chinese Economic
and Foreign Trade Studies. 6(1). pp.4-18.
Online
Image transfer model. 2009. [Online]. Available through:
<http://www.eurib.org/fileadmin/user_upload/Documenten/PDF/Brand_stretching
_ENGELS/u_-_Merk_Imago_Transfer_model_van_Riezebos__EN_.pdf >.
[Accessed on 2 May 2016].
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