Analysis of DeLonghi Coffee Machines Branding and Marketing Strategies

This report provides an in-depth analysis of DeLonghi coffee machines' branding and marketing strategies. It begins by defining branding and brand acquisition, emphasizing the importance of brand management during mergers and acquisitions. The report examines DeLonghi's approach to branding, highlighting the significance of brand image, customer perception, and product design. It explores various branding strategies such as individual product branding, family branding, co-branding, and private branding, with specific examples related to DeLonghi's practices. The report evaluates the effectiveness of DeLonghi's marketing methods, including advertising, online media, and research and development, and discusses the importance of customer loyalty. It also recommends strategies for successful brand building, such as strengthening customer relationships and forming strategic partnerships. Finally, the report critically analyzes the effect of DeLonghi's future practices as brand marketers, particularly the impact of user experience strategies and the use of digital technology, concluding with a summary of key findings and recommendations.

Individual PPT

TABLE OF CONTENT
 IntroductionIntroduction
– Analysing the way the brand approach their brandingAnalysing the way the brand approach their branding
– Evaluating the effectiveness of methods used byEvaluating the effectiveness of methods used by DeLonghi coffee machinesDeLonghi coffee machines
– Critical analysis of effect ofCritical analysis of effect of DeLonghi coffee machines future practices asDeLonghi coffee machines future practices as
brand marketersbrand marketers
 CONCLUSIONCONCLUSION

INTRODUCTION
Brand can be defined as the unique symbol or sign which is embossed by company on its
product in order to differentiate goods from that of its competitors. Brand acquisition can be
defined as a situation in which one company acquires most of the share of other
organization. It is very much crucial for companies to reflect on the role of brand during
merger as well as acquisitions. Manager in an organization to consider the opportunities
which can be capture by merging or acquiring the brand.
The present report have focus on analyzing the way DeLonghi coffee machines have
approached their branding. An organization is well known for its innovation. Study will
emphasize on measuring the effectiveness of methods used by an organization for
promoting brand.

Analysing the way the brand approach their branding
Brand image can be defined as the perception of customer about the products or services
offered by the company. The customer form about the perception about the brand
considering the attribute, quality and also personality of Brand. It is the quality, product
and design of the product which has supported DeLonghi coffee machines in gaining the
popularity as well as success. In addition to this, an organisation makes branding appeals
to customers by utilising the unique combination of style which suits their business
culture and environment. According to the view of (), success of any brand is
completely based on the people having the positive perception about the brand. The
author keller argues that favourables, familiarity results in the customer brand equity that
further influences consumer to provide response to the marketing activities performed by
specific brand.

CONT.
DeLonghi coffee machines is a leading company in retail industry worldwide. The different
products and services offered by an enterprise are coffee, kitchen and home appliance.
Business entity mission is to offer consumer with innovative kitchen as well as home
appliance. An intelligent approach to innovation has been adopted by firm in order to
approach their branding which has proven to be successful. Strong and consistency
branding strategy has been adopted by DeLonghi for approaching their branding. In
addition to this, There are different types of branding strategies such as :
Individual product branding : Under this approach of branding, new products are launched
by organisation with new names. New products developed by an organisation does not
have any connection with existing brands of enterprise. Business entity utilising this
market approach need to take high initiatives for promoting the goods or specific brand in
the market.

CONT.
Family branding: In this branding approach, new goods developed by company is put under
umbrella. It is the branding approach which has been adopted by DeLonghi coffee
machines. The main advantage of this approach is that it provides firm an ease in
generating the brand awareness. Major drawback of this approach is that Family branding
approach of branding might not be proved to be effective as consumers in the market
already have made perception about the brand.

CONT.
Co-branding : In this approach of branding, one organisation form strategic partnership with
other enterprise which has already has established brand. It is the another approach which
has been utilised by the DeLonghi coffee machines.An organisation has form strategic
partnership with organisation which has provided business entity an ease in entering into
new market segment. It has also helped an organisation in establishing good position in
the market. It
Private or store branding: Under this type of branding approach, suppliers produces the
goods for other firms in industry. For instance, DeLonghi coffee machines has acquired
the ‘Cambridge Limited’ it has provided firm an ease in accessing to the manufacturing of
Cambridge in China.

PERSONAL BRANDING

Evaluating the effectiveness of methods used by DeLonghi coffee machines
It has been analysed from the given case scenario that DeLonghi coffee machines has get
recognition as household brand in the market. An organization has is know by the name
of house hold brand as it sells most of the household items such as air conditions, electric
radiators etc. DeLonghi coffee machines is basically an Italian brand which mainly
emphasizes on coffee making gadgetry. Business entity has gained popularity through
advertisement on television. Marketing through Online media is considered to be as an
effective strategy, as it supports company in promotion goods or services among wide
number of customers. It is the innovation as well as research and development activity
which has assisted an organization in fulfilling the needs of customer and helped firm in
becoming a most popular brand. High quality products offered by DeLonghi coffee
machines has supported business entity in gaining the customer loyalty. There are
different methods of branding these are :
Branding strategy by image: In this method, firm organize market campaign for generating
the brand awareness.

CONT.
Branding strategy by planning: This is the method which is utilised by the companies for
approaching to the brand through proper business planning procedure. It is the method
which can be used by DeLonghi coffee machines, as business entity has wide product
portfolio.
Branding strategy by user experience: : Under this method of branding, owner of the brand
place the role of brand building as a collaboration with their customers. In this method
of branding, brand owner have emphasizes on extracting meaning rather than developing
the new product.
Branding strategy by user experience: Under this method, organisation has focus on
quality, design and functionality of product. It is presently used by DeLonghi coffee
machines. An entrepreneur of DeLonghi coffee machines has emphasizes on product as
well as services designing and usability. An organisation designs the unique products as
well as services in order to provide good experience to customers.

Strategies recommended to organisation
Successful brand building procedure plays a crucial role in gaining the customer loyalty. In
context of DeLonghi coffee machines, it is very much essential for firm to built strong
relationship with customers. An effect brand building procedure is very much important
in order to increase sales and profitability. Management in DeLonghi coffee machines
has been provided with suggestion to use social media platform and communicate
continuously with customers, as this will help an enterprise in developing the strong
relationship with customers. In addition to this, DeLonghi coffee machines can acquire
the well established brand. In addition to this, business entity can form strategic
partnership with global brands , as this strategy will assist an enterprise in gaining the
competitive advantage.