Marketing Management (HI5004) Report 2: Brand Positioning and Strategy

This report, a component of a marketing management course, delves into the brand positioning of the Yorkshire Creamery, examining key elements such as target market, competitive analysis, and brand benefits. It identifies market leaders in the dairy industry, particularly in the Asia Pacific region, and discusses the process of consumer adoption for new products, including awareness, interest, evaluation, trial, and adoption. The report also covers pricing strategies, considering factors like production costs, demand, and competition. Furthermore, it suggests the implementation of new services and programs, such as Nutriplanet, to better meet consumer needs and improve product quality. The report concludes by highlighting the importance of addressing issues like animal welfare and training programs to enhance the brand's value and market performance. The report references several academic papers and articles to support its findings.

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Marketing Management (Report 2)
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Abstract:
The second part of the report will study the brand positioning and will identify the several
market leaders of the product with it different pricing strategies. Report will also introduce us
to the new product adoption technologies and the brand positioning tools.

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Table of Contents
Report 2......................................................................................................................................3
Brand Positioning...................................................................................................................3
Market Leaders.......................................................................................................................3
The process of consumer adoption for the new product:.......................................................4
The Pricing strategy of the products......................................................................................5
Providing a new service.........................................................................................................5
References..................................................................................................................................6

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Report 2
Brand Positioning
The brand positioning strategy of the Yorkshire Creamery is a conceptual place to target the
consumers. In the context of the brand positioning method, there are several factors which
make up the key elements for the positioning strategy like first, the company needs to decide
the category for the reference frame by deciding the context in which the company will
launch its products and subsequently the product category with which the particular brand is
associated. Second, the company should decide the center of the targets of the market, third,
the analysis of the benefits for which the brand will stand by or will conduct the delivery
process. The brand positioning strategies should satisfy the various objectives like the
strategy should prove to be relevant to the consumers; it should give a unique sort of
competition and at the same time it should be practically attainable and credible. Brand
positioning strategy can also be enhanced by other several factors like by conducting the
optimization research which is a great way to evaluate as well as develop the alternative
positioning strategies like considering the brand architecture of the products the extension,
the naming of the particular brands, the brand identity and the research conducted related to
the particular brand (McElheran 2015).
Market Leaders
One of the key market leaders in the context of dairy products will be the Asia Pacific Region
which will be one of the fastest growing sectors as projected in the forecast period. The main
reason of the region becoming one of the fastest dairy market leaders is because of the high
consumption rate of dairy products by the consumers and the increase in the rate of economic
growth. The main market leaders in this region are the Fonterra Group Cooperative limited,

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dairy farmers of America Inc. Arla Foods UK plc.and the Nestle SA. The market leader in the
context of dairy products, for example Danone is in the process of continuous innovation and
manufacturing of the different products to attract a huge base of customers. The Yorkshire
Creamery is likely to develop a new program which will be referred as Nutriplanet. This
program will be used and applied to identify the taste and the nutritional needs of the
customers better by analyzing their daily habits. This program will also provide with the
support to the local producers of milk in order to maintain the quality of the product and to
enhance the farming practices. The Yorkshire Creamery should also focus on the reflection of
it environment friendly techniques of production of the dairy products with minimum harm
caused to the animals which will increase the trust factor within their domain of customers
(Klein et.al 2019).
The process of consumer adoption for the new product:
For the growth of interest in any new product launched by a company, the consumers need to
go through the 5 stages of consumer adoption process. They are consumer awareness,
consumer’s growing interest, their sense of evaluation, adoption and trial mechanism. The
consumer adoption process can be considered as the mental process through the process
which affects an individual from the stage of innovation to the stage of final adoption. A new
product becomes a good idea to absorb and an idea to follow if it is perceived by some of the
most potential consumers. The product awareness provides the consumers more aware about
the new product launched in the market. The consumer interest is all about seeking the
information about the launch of the new product. The evaluation of the product takes place in
the stage of trial, when the consumer tries the product on a very small scale to enhance the
estimate value of that good. The consumer will evaluate at this stage whether taking trial of
the new product is making any sense or not. The consumer’s tae trial of the product by taking
decision on the larger use of that product. The new good will be consumed by some of the

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most potential consumers. Finally, the product adoption depends on the regular use of the
product (Ruiz-Pava and Forero-Pineda 2018).
The Pricing strategy of the products
The pricing strategy for the Yorkshire products will depend on the two basic factors. They are
first, the price to be paid to the milk producers and second, the other expenses that will be
incurred in the course of processing of the products, transportation and its storage. The chain
of demand and supply as well as the individual strategy of the organizations. The price to be
charged from the customers of that product also depends on various factors like the cost of
production process, the situational demand, and the competitive pricing policy of the products
and a suitable environment for the marketing of the product. The pricing strategy is one of the
most important key elements of the marketing ng mix of any company, as this is the only mix
that creates a turnover for the entire organization. The remaining 3ps will be the other
variable costs to product pricing and to design that particular product, the costs of distribution
and the costs needed for its promotion. The pricing strategy must support the elements of
various marketing mix . The pricing strategy must express the demand and supply
relationship . Pricing a product with too high or too low strategy could mean a loss of sales
for the organization. The Yorkshire company can also follow a penetration pricing policy for
launching it new products amidst the already existing dairy products (Mc Alexander 2016).
Providing a new service
The Yorkshire Creamery will have a unique pattern of production techniques and the
marketing and the consumption of the milk. There are still an excessive number of
unproductive animals which compete with the other daily productive animals in the
utilization of the feeds and fodder limits that will affect the performance of the daily
productive animals. Moreover the company should avoid providing with poor quality fodder

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to the dairy cattle as it can restrict the animal production system. Another problem that the
company can face while launching the new product is the late maturity of the breeding
animals. There is an increasing sign of heat symptoms by the cattle owners during the
ostreous cycle of the cattle. The calving interval is showing signs of increase which is slowly
resulting in the reduction in the efficiency of the performance of the animals. There are
several diseases among the breeding animals that should be avoided to the maximum extent
by the company as it can lead to abortion of the animals resulting a huge loss in the entire
dairy industry. The company should launch a vigorous training and education programs on
good dairy products. The Yorkshire creamery should also consider the various consumer
demands before the manufacturing process or launching of the new product in the market
(Huggins et.al 2016).
References
McElheran, K., 2015. Do market leaders lead in business process innovation? The case (s) of e-
business adoption. Management Science, 61(6), pp.1197-1216.
https://www.researchgate.net/publication/
292323249_Do_Market_Leaders_Lead_in_Business_Process_Innovation_The_Cases_of_E-
Business_Adoption
Klein, K., Völckner, F., Bruno, H.A., Sattler, H. and Bruno, P., 2019. Brand Positioning Based on
Brand Image–Country Image Fit. Marketing Science.
https://www.marketing.uni-koeln.de/de/research/publications/franziska-voelckner/
Ruiz-Pava, G. and Forero-Pineda, C., 2018. Internal and external search strategies of innovative
firms: the role of the target market. Journal of Knowledge Management.
https://scholar.google.co.za/citations?user=iqs91U8AAAAJ&hl=en

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McAlexander, J.H., Koenig, H.F. and DuFault, B., 2016. Millennials and boomers: Increasing alumni
affinity and intent to give by target market segmentation. International Journal of Nonprofit and
Voluntary Sector Marketing, 21(2), pp.82-95.
https://books.google.co.in › books
Huggins, K., Burger, J., Pretorius, M. and Overby, J., 2016. Two-a-Day: A Choice of Target Market
Selection of Apple Export Business. Business Case Journal, 23(2).
https://core.ac.uk/download/pdf/82245889.pdf