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Creating a Brand using the Low-Budget Route

   

Added on  2020-01-28

13 Pages3812 Words74 Views
Creating a Brandusing the Low-Budget Route1

Table of ContentsIntroduction........................................................................................................................3Proposing and Justifying a new identification brand......................................................3Producing an A3-sized picture board of the source brand and identification brand......9Conclusion.......................................................................................................................11References.......................................................................................................................122

INTRODUCTIONCreating an effecting brand strategy is essential for every commercial entity inthese days as with the help of this, business will be able to get better position in themarket and make their brand image in front of various customers. In the era ofcompetition, 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 asmall manufacturing firm of UK which produces several drink and food products forvarious branded manufacturing companies. According to this task, Pound CityPlus wantsfrom small manufacturing firm to suggest a new brand of confectionery products that itcan serve to its customers. For that, it has approached to small manufacturing firm toidentify a successful chocolate brand of UK and critically evaluate its marketperformance as well as brand image. On the basis of such evaluation, Pound CityPlus willfocus on creating and launching a new brand of chocolate in the marketplace.Proposing and Justifying a new identification brandPound CityPlus is planning to introduce a new confectionery product in the marketand due to which, it is going to evaluate the brand image and market performance of abranded chocolate company of UK so that it can get better guidelines while performingbranding practices of new product. Along with thus, it is considered as a low budgebrand strategy by which business can become able to create good position in themarketplace. In case of chocolate industry, Cadbury Dairy Milk is one of the mostleading and growing UK based brands of milk chocolate which is recently manufacturedby Cadbury (Neves, 2007). It is the second largest chocolate company in the worldwhich focuses on serving various confectionery products to its various customers.Among the all chocolates produced by this company, Dairy Milk Bubbly is one of thebest that is recently launched by it. This chocolate includes a unique feature that isrelated to availability of inside and outside bubbles in the body of it. These bubbles melteasily in the mouth of person who consumes it. Further, it has been seen that Diary Milkis one of the successful brands of Cadbury in many countries so it was easy for Bubblyto launch itself effectively in the marketplace. Along with this, Cadbury has been serving3

as well as satisfying customers since 1905 and because of that, its brand has increasedto a great extent. According to Dann, (2008), packaging style of company is very effective as wellas unique and due to which it lead to attract more number of customers to a greatextent. Selection of color as well as design is also very good while performing practicesrelated to packaging and availability of this is helpful for company to enhance the salesas well as profitability in respect of Bubbly. Along with this, logo of company is eyecatchy and thus, it puts positive impact on the brand image of company. Management ofthe company focuses on including new features in the packaging of chocolate on theregular basis so that company’s brand image can move towards the more growth aswell as development. On the other hand, it has also been identified by Hartline andFerrell, (2010) that Cadbury focuses on using almost same color and design forpackaging of all its products which in turn can lead to reduce the level of attractivenessas well as uniqueness.As per the study of Kotler, (2009), at the time of launching Bubbly, marketingteam of company focused on integrating the emotions of people related to eat chocolatewith the advertisement. In their advertisement, they showed the desire of individualsregarding to consume chocolaty items for the purpose of attracting more number ofcustomers. Further, they aim to involve various elements such feelings, thoughts,images, attitudes and experiences in their advertisement so that it can become moreeffective, attractive and unique. In order to make their branding practices moreinnovative, company emphasizes on making ringtone for every chocolate. On thecontrary, it has been argued that business needs to involve celebrities in theiradvertisement so that they can attract more and more customers. Along with this, theyshould focus on adopting more sources of advertisement instead of television (Mowleand et.al., 2014).According to the viewpoint of Ferrell and et.al., (2012), Selection of attractivename as Bubbly is one of the best decisions due to which more people are attractingtowards it. Along with this, other products of the company also have attractive name andbecause of that, brand image of business is enhancing effectively in the market.4

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