Research Articles Base: Brand Labeling Sample Essay Topics

NAME BRANDS VS OFF BRANDS – ARE NAME BRANDS WORTH THE MONEY?

BRANDED ITEMS VERSUS OFF BRANDS Webster’s dictionary defines the term “brand” as a “mark or label of identification, grade, etc. on merchandise; a trademark; hence, the kind or make of a commodity”. Private labeling or branded names have emerged as a hot topic today. Branded names are highly recognizable by customers because the brands spend millions of dollars marketing themselves. Off brands, which are smaller labels or imported from overseas, have no name recognition.   1)     Price matters big time. 22% of respondents will purchase non-branded products if they get a discount of 11% to 20%. 2)     Private-label offerings by distributors are expected to grow due to national chain product sourcing efforts, industry consolidation, and the need by larger regionals to compete against national chains and margin pressures. 3)     The importance of brands in the incentive marketplace is essentially an extension of the power and importance of brands in the consumer marketplace. 4)     Loyalty and price do not go together. Buying an off brand item because it is cheap does not usually lead to satisfaction. Most off brand items are much lower priced for it is of poor quality. 5)     Advertising and marketing agencies believe that a brand can be created through marketing–an effective logo, great advertising campaign and clever promotions–and these techniques play an important role. Credit:ivythesis.typepad.com

NAME BRANDS VS OFF BRANDS – ARE NAME BRANDS WORTH THE MONEY?

BRANDED ITEMS VERSUS OFF BRANDS Webster’s dictionary defines the term “brand” as a “mark or label of identification, grade, etc. on merch...

Branding and Marketing: Pig’s Trotter in Sweet Vinegar

Branding and Marketing: Pig’s Trotter in Sweet Vinegar Introduction             Hong Kong is one of the Asian nations that have been a melting pot for both Eastern and Western influences. As part of Asia, Hong Kong is able to preserve its traditions established from the Chinese history of a thousand years. The Western influences in the country on the other hand, were derived from the time when Hong Kong was under the British colony. With the country’s adaptability for these two distinct cultures, Hong Kong is a home of rich international influences that cannot be experienced anywhere else. One of the cultural aspects that were greatly influenced by these combined cultures is Hong Kong’s cuisines. The availability of both Western and Eastern food ingredients, the people of Hong Kong have access to diverse dishes. Some of the known dishes in the country were in fact products of culinary experimentation and combination of new and traditional cooking techniques.               As an Asian and Chinese country, tradition in Hong Kong is an important aspect of living. Moreover, tradition is the representation of a country’s cultural framework; it portrays the origins of the nation. It is unfortunate however, that over the years, people themselves have been disinterested with the traditional cooking and foods of Hong Kong. There are a number of factors that contributed to this transition. For instance, the people of Hong Kong are becoming more and more focused on their work and profession; typically, they have less time to allot for Chinese home-cooking. This in turn, amplified the interest and preference of the Hong Kong citizens for easy-to-prepare or instant meals.   In addition, due to globalization, imported food items can easily enter the food industry. Without the use of effective marketing strategy, local food ingredients for genuine traditional cuisines are commonly overtaken by attractive international food items. This cultural trend then suggest that something must be done in order to restore the people’s faith and interest for traditional foods of Hong Kong so as to prevent their total disappearance from the Chinese community.               The Chinese in general has been recognized for their unusual culinary preference and food choices. Ingredients that are not typically eaten in other cultures or perhaps considered food taboo in other nations are served in most Chinese restaurants or homes. Pig’s trotter or pig’s feet is among these food items. Served using various cooking methods along with several ingredients, pig’s trotter has been part of Chinese dishes and is known for its various health benefits. However, being a traditional food, people in Hong Kong have gradually lost their interest on serving and eating this delicacy. Moreover, the competition level in the foot industry limits the chance for traditional Chinese foods to stand out in the market. This research report then aims to identify ways to increase the marketing appeal of pig’s trotter in sweet vinegar among middle class consumers through branding and packaging enhancements. This in turn will not only revive the locals’ interest and patronization for traditional foods but can also serve as an important mean for enhancing Hong Kong’s tourism industry.   The Product: Pig’s Trotters in Sweet Vinegar             According to Yantai Xiwang Food (2006), pig’s trotters are considered by nutritionists as a healthy food item due to its nutritional content. In particular, pig’s feet contain only a small amount of carbohydrates and fat with a significant quantity of collagen. The presence of inadequate collagen in the body can result to a condition known as collagenosis disease, a health problem characterized by weak metabolism. This condition can also affect older people as it reduces the cellular plasticity of the body’s organs, skin and mucous membrane. The lack of plasticity then hastens senility among the elderly. Old individuals can then eat pig’s trotters so as to delay the stages of senility as well as to speed up metabolism. As a protein source, there are a total of 11 amino acids in pig’s trotter including arginine, cistine and aspartic acid. Vitamins and mineral such as vitamin A, B, C, iron, calcium and phosphorous are some of the valuable nutritional elements of pig’s trotters.               Preparing pig’s trotters in sweet vinegar is one of the popular traditional foods in Hong Kong. This culinary tradition can be traced back to historical Chinese culture and has been well-known due to its distinctive characteristics and taste. The sweet vinegar in the dish not only adds to the flavor of this traditional dish but also effectively acts as a preservative. Aside from the fact that it is easy to prepare, the presence of a preserving ingredient allows a long product shelf life. Furthermore, its taste remains unchanged when frozen then thawed. The recipe itself has been identified by scientific researches as beneficial for women during their recovery after giving birth. Specifically, the results of the studies showed that mothers who have eaten pig’s trotters in sweet vinegar had recovered faster than those who did not.   During and after pregnancy a condition known as peripheral edema, characterized by swelling due to the accumulation of fluids in the legs and feet, is typically encountered. The tradition of eating pig’s trotters is said to be a helpful remedy for peripheral edema due to its collagen content. Eating pig’s trotter is considered a common dietary practice among Hong Kong Chinese women during the postpartum stage due to the food’s iron and calcium content (2000).               The use of sweet vinegar adds to the health benefits of this traditional Chinese food. In particular the vinegar helps in making the body absorb the dish’s calcium content easier. Aside from this, elements that fight against heart attack and cancer are also found in sweet vinegar. Other ingredients used in the food’s preparation also provide significant health advantages. The ginger for example, contains vitamin C and is helpful for making wounds from delivery heal faster. Eggs on the other hand, are good sources of protein. The ease of preparing this traditional Chinese food item as well as the nutritional benefits it provides are some of the product\s distinct features that could attract both local and foreign markets.   Aims             In order to market this traditional food product, it is essential that effective marketing strategies are utilized. It is then the aim of this research report to develop a marketing plan that will successfully launch pig’s trotters in sweet vinegar to the Hong Kong middle class consumers. Specifically, focus will be on the improvement of the product’s brand name under the Pat Chun company. Pat Chun was established by  in 1932 at a young of 20. Pat Chun literally means eight delicious dishes worthy of the Emperor and initially began as a grocery store in Mongkok ( 2006).   The income gained from the store was supported by the founder’s home-brewed soy sauce and sweetened vinegar using fine and fresh ingredients. The brewing skills of Mr. Ng were derived from his father’s skills as a chef. Eventually, the quality taste of Pat Chun’s soy sauce and sweetened vinegar gained a following. Mr. Ng expected the economic boom after the Second World War; hence, Pat Chun’s product lines grew as a Mongkok warehouse-factory began manufacturing bean sauce and pickled ginger (2006). The products of the manufacturer grew further as the company’s products now include oils, spices and various food products preserved by vinegar.   In order to make the product stand out in the food industry, it is also the objective of the research to improve the packaging of the product. This in turn will be done by identifying some distinct packaging features used by Kee Wah Bakery. It was 1983 when Kee Wah Bakery was established by Wong Yip Wing. Mooncakes and Chinese bridal cakes were the company’s signature food products. Aside from its well-known goods, the bakery also modern bakery system called as the self-serve system where customers can pick the pastries of their choice.   The market of the company has increased within a short span of time as it opened its first branch in the United States. This was soon followed by two more branches. Eventually, the company also offered specialty cakes for certain occasions like Mother’s Day, Father’s Day, Christmas, Chinese New Year, Valentine’s Day and birthday. Ease of ordering cakes through the internet is also one of the features of the company; in addition, the presentation of the pastries and their special packaging make the products even more appealing to the consumers.   Branding and Packaging             It has been mentioned earlier that in order to revive the interest of the locals and foreigners to traditional Chinese foods, the branding and packaging of the product pig’s trotters in sweetened vinegar must be planned and developed. Prioritizing these two main concepts will greatly enhancing the marketing factor of the product, which will improve the food products chances of reaching to the markets’ interest. A brand is a named version of a given product or service. Findings from a survey of 101 companies revealed that brand names are crucial to the success of new products (1997).   Brand names help identify the product and brands take on their own meaning and presence because they embody a rich configuration of symbols and meaning. A good brand name should appeal to its customers, be memorable, as well as offer a distinctive image which separates it from competing products. As Pat Chun is a known company for its quality food items, using its sweetened vinegar brand on the pig’s trotter product will be a good branding technique; as Pat Chun vinegars are known for their quality, using them for the pig’s trotter recipe will also indicate quality in the new product.   A well-established brand provides instant name recognition and respect from customers. Consumers specifically identify with brands and use them for self-expression (2002). Brands make statements to other people. They are a short-hand communication of what the makers are. Certain brands create a link with other users: owners talk to one another, compliment one another on their good taste and feel validated in their choices. They create social acceptance and instant mutual recognition ( 2002). These make the creation and development of a brand important for successful product promotion and marketing.   Another technique that the pig’s trotter product can take is the emotional branding strategy. It was discussed that pig’s trotter in sweetened vinegar provides a number of nutritional and health benefits; a product that is both good in the consumers’ taste and health should be used as a promotional tagline for the pig’s trotters. One of distinct characteristics of an emotional brand is that consumers care and trust these brands. As the pig’s trotters in sweetened product suggest tradition and good health, this then creates a certain appeal to the local and foreign consumers. Emotional brand is developed through a well-defined internal culture. Furthermore, such brands reflect unique visions and are communicated clearly through verbal, visual and sensory means (2003).   The emotional brand technique can be used for the pig’s trotters products due to the ideals attached to it. Specifically, this new product is being introduced in order to revive valuable Chinese food traditions. Moreover, the attachment of the food item to various health benefits is an effective way of marketing the product, especially to health-conscious consumers. With a brand that aims to promote Chinese food culture, protect the consumers’ health and satisfy the buyers’ culinary cravings, pig’s trotters in sweetened vinegar can then elicit a powerful emotional brand that could be supported by several eager consumers.   Aside from the creation of a powerful brand, the packaging of the product must also be developed. The products of Pat Chun are generally distributed in clear bottles with red bottle caps and yellow or red product labels; larger bottles are made with easy-to-carry red handles. The colors used for the packaging are typical Chinese festive colors. The use of clear bottles for the food products is also a good characteristic as this will assure consumers of the quality of the preserved goods and condiments. Nonetheless, other similar Chinese products are also distributed in similar packaging features. The shape of the bottles and the color of the labels have similarities that it will be difficult for consumers to determine the difference of a new product from rivals. Moreover, the packaging used by Pat Chun suggests that the products are for home use only; as the pig’s trotters in sweetened vinegar is developed for the purpose of promoting culture and tradition, the package itself must speak this purpose.   In order to identify the necessary changes, the packaging of Kee Wah Bakery may be taken into account. Kee Wah is a company that promotes Chinese food tradition as it produces Chinese cakes and mooncakes; to become more appealing, the company uses colorful boxes for the products’ packaging. Gold ribbons on red mooncake boxes do not only speak of Chinese tradition but also of festivities, richness and good fortune. Tin cans shapes in boxes or containers with handles are also used for packaging the mooncakes ( 2004). With this attractive packaging, products made by Kee Wah suggest that they are not only food for individual purchases but also as gift items; it is as if the beautiful packaging suggests that the cakes and the Chinese tradition are best shared with others.   Packaging is an important aspect of product manufacturing, particularly in distributing these products to the market. In food and grocery supplies, packaging is significant as it protects them from contamination and other relevant hazards. This in turn allows longer product shelf life. Aside from protecting the product itself, packaging is also significant in marketing the product. Previous consumer studies that packaging does help in making products more attractive to specific targets. Over the years, packaging means had evolved considerably; from plain packs to new materials with colourful designs, methods of packaging have indeed adopted the power of innovation and technology. This trend should then be maximized by the pig’s trotter product in order to stand out from others.   In order to enhance the packaging for the pig’s trotters, it is probably best to incorporate Chinese tradition colors with those that suggest good health. For instance, red, white and gold may be use as the main color combinations for the product label and bottle caps. Rather than place the product on plain clear bottles, the product may be packaged on clear bottles with abaca or net cover tied with red and gold twine. The twine may either hold a gift card or a small tag containing the product’s health benefits. A distinct bottle shape may also be used instead of using the same bottles for pickled goods. By doing these modifications, consumers can easily identify the product from other similar looking goods. Moreover, adding a special touch to the packaging makes the product a good gift item; the packaging also suggest that the company took intricate care in making the product look satisfactory for the consumers’ tastes.   Plan             In order to successfully introduce pig’s trotter in sweetened vinegar a marketing plan must be developed along with the branding and packaging strategies mentioned. In this section, the different marketing media and strategies to be used for the product launch are described.   Print Media             So as to promote the pig’s trotters in sweetened vinegar print media will be used. Specifically, printed posted will be displayed on areas where the intended markets, the middle-class consumers, are usually found. These include terminals, large plazas and retail stores. Leaflets for individual distribution are also part of this marketing form. This can be given during the demos or by volunteers who will distribute them to passers by.   Free Taste Promotions and Demos             As the product will be distributed through retailers, letting the potential buyers taste the product for free can be a good marketing activity. This will basically give the consumers the idea how good the product taste. Demos can also be conducted in some major retail stores to market the product. In these demos, ways on how the product can be served or used for other dishes can be done. This in turn will promote the versatility of the product. Promoting the health benefits of the product as well as its cultural relevance in these demos can also be a good way of supporting the purpose of the product launch; this can also increase the product’s appeal to the consumers. The demos can also promote the product as a good gift idea on special occasions and Chinese holidays.   Conclusion             The preservation of the Chinese food tradition is as important as the continuous observation of other Chinese cultural aspects. Though the food preferences of the Hong Kong consumers are continuously changing over time, producers must develop ways on how these preferences can be integrated to produce improved traditional foods. In this research report, pig’s trotters have been identified as a traditional Chinese food item, which can be revived successfully among the local and foreign consumers through effective branding and packaging. In the report, it has been explained that both branding and packaging are important marketing concepts as they serve as a communication channel between the manufacturer and the consumers. In order to promote the health advantage and traditional value of the product, it has been cited that the use of Pat Chun sweetened vinegar can be an effective brand support to promote the quality of the product. Using the emotional branding technique, the producers can develop the pig’s trotters as a product that is not only for the consumers’ taste but to their health as well.               In order to enhance the packaging of the product, the aim is to make the packaging features of the pig’s trotters represent both Chinese cultural traditions and healthy characteristics. Thus, for the color of the labels and bottle caps it has been suggested that red, white and gold will be used. To adapt the packaging strategy of Kee Wah Bakery and to increase the product’s appeal to the middle class consumers as a gift and take home product, abaca netting with red and gold twine can be used. A gift card or a small booklet discussing the product’s health benefits can be included in the packaging to make the product stand out even more.               From this research, it has been clearly explained how the preservation of ones traditions and culture can be of value to a nation and its people. Most importantly, it has also been stressed how effective marketing techniques can be used so as to revive an important aspect of the Chinese culture.   Credit:ivythesis.typepad.com

Branding and Marketing: Pig’s Trotter in Sweet Vinegar

Branding and Marketing: Pig’s Trotter in Sweet Vinegar Introduction Hong Kong is one of the Asian nations that have been a...

Marketing Plan Essay Instructions

APPENDIX 3: THE MARKETING PLAN – Format and important inclusions   1.         Executive Summary The executive summary is a synopsis of the overall marketing plan. On a single side of a sheet of paper, outline the major issues and recommendations covered in your plan.  Generally, one or perhaps two elements are vital to the success of a proposal.  Make sure these points come through loud and clear in the summary. If you can get these major issues down on one page, you’re usually well on your way to developing an effective marketing plan. The executive summary is easier to write if you do it last   2.         Situation Analysis Research all the facts and information listed below. Then cut away the unimportant information and get down to the real basics of the plan.  In terms of content the following points should be covered or at least considered:   a)       Relevant history of the product/brand: Organisational mission, what business are they in, what are some key objectives? b)       Marketing Environment: Identify and describe major changes occurring in the organization’s micro- and macro-environments and how these are affecting its performance, operations, customers, etc. What opportunities or threats are exposed?  Discuss only those environments that are relevant to your product/brand.   c)       Product Evaluation:  ·         Describe the product/brand in terms of core, actual and augmented product. ·         Is it an industrial or consumer good? Is it a convenience good, shopping good, specialty, unsought? ·         Where is the product in its lifecycle? ·         Comment on branding, the perception of the brand, the extent to which line extensions have been used etc Comment on brand equity/how well known the brand is. ·         Comment of packaging/labelling ·         How does the product compare to competition in terms of features, ingredients, uses, consumer acceptance, etc.? What has been added or improved in the last few years, deleted or dropped, new uses, new markets, etc.? <ul style="margin-top: 0in; margin-bottom: 0in" type="disc"> <li class="MsoNormal" style="text-align: justify; punctuation-wrap: simple; text-autospace: none; vertical-align: baseline"> Is distribution widespread? Is the product available? How do retailers feel about the product? Do they want to stock and sell it? Is distribution adequate? </li> <li class="MsoNormal" style="text-align: justify; punctuation-wrap: simple; text-autospace: none; vertical-align: baseline"> What about service, if provided with the product? </li> <li class="MsoNormal" style="text-align: justify; punctuation-wrap: simple; text-autospace: none; vertical-align: baseline"> What problems do consumers have with the product, if any? Are they correctable? </li> <li class="MsoNormal" style="text-align: justify; punctuation-wrap: simple; text-autospace: none; vertical-align: baseline"> How has the product performed in the past? What is the its current sales volume, market share, profitability, etc.? (Use estimates if actual figures are unavailable). </li> <li class="MsoNormal" style="text-align: justify; punctuation-wrap: simple; text-autospace: none; vertical-align: baseline"> What are the product’s overall strengths and weaknesses? </li> <li class="MsoNormal" style="text-align: justify; punctuation-wrap: simple; text-autospace: none; vertical-align: baseline"> Is there anything in the product or features that is unique or different from competitors? </li> </ul>   d)       Consumer Evaluation:  <p class="MsoNormal" style="text-align: justify; text-indent: -.25in; punctuation-wrap: simple; text-autospace: none; vertical-align: baseline; line-height: 200%; margin-left: 35.85pt; margin-right: 0in; margin-top: 3.0pt; margin-bottom: 3.0pt"> ·         Customer profile: Describe customers in terms of demographic, geographic, psychographic and behavioural characteristics. Combine your results to develop several potential consumer segment profiles eg males, aged 21-30, who are experiencers that have high product consumption. <p class="MsoNormal" style="text-align: justify; text-indent: -.25in; punctuation-wrap: simple; text-autospace: none; vertical-align: baseline; line-height: 200%; margin-left: 35.85pt; margin-right: 0in; margin-top: 3.0pt; margin-bottom: 3.0pt"> ·         Analysis of present customer’s behaviour in terms of: -          Type of purchase decision -          Information on consumption such as social influences, where used, how used, frequency of use, average amount used, etc. -          Attitudes about products such as product quality, price, packaging, styling, brand’s reputation, etc -          What problems does the product solve for the consumer? Is the consumer aware of these benefits?  -          How loyal are present customers? Does brand-switching occur? If so, among this brand or others? -          Who are the best prospects for the brand? Where are they located? Can they be influenced? <p class="MsoNormal" style="text-align: justify; text-indent: -.25in; punctuation-wrap: simple; text-autospace: none; vertical-align: baseline; line-height: 200%; margin-left: 35.85pt; margin-right: 0in; margin-top: 3.0pt; margin-bottom: 3.0pt"> ·         In short, include any and all relevant information about the present customers, and prospects that you have identified for the product or brand.     e)       Competitor Analysis: <p class="MsoNormal" style="text-align: justify; text-indent: -.25in; punctuation-wrap: simple; text-autospace: none; vertical-align: baseline; line-height: 200%; margin-left: 35.85pt; margin-right: 0in; margin-top: 3.0pt; margin-bottom: 3.0pt"> ·         Direct and indirect competition <p class="MsoNormal" style="text-align: justify; text-indent: -.25in; punctuation-wrap: simple; text-autospace: none; vertical-align: baseline; line-height: 200%; margin-left: 35.85pt; margin-right: 0in; margin-top: 3.0pt; margin-bottom: 3.0pt"> ·         What are the strengths and weaknesses of the direct competitors- think in terms of product, price, promotion and distribution? <p class="MsoNormal" style="text-align: justify; text-indent: -.25in; punctuation-wrap: simple; text-autospace: none; vertical-align: baseline; line-height: 200%; margin-left: 35.85pt; margin-right: 0in; margin-top: 3.0pt; margin-bottom: 3.0pt"> ·         Who are likely to be the major competitors in the future- what replacement products may threaten the future of the product?   3.       Marketing Objectives State the marketing objectives that the company would like to attain during the plan’s term. Marketing objectives should be specific, measurable, with a time frame for completing the objective and consistent with the firm’s goals and mission. These are outcomes required from the marketing plan.   4.       Marketing Strategy Outlines the broad marketing logic by which the business unit hopes to achieve its marketing objectives. It includes the following elements:   a)       Select Target Market(s): Describe general characteristics and needs of the target market(s).  Why does this target market(s) have the greatest potential? Here is where you outline in general terms the demographic and psychographics of the target market, identify whether they are present users, users of competitive products or non-users in the product category. You will also want to support your recommendations for selecting this particular segment of the population here.   b)       Develop Marketing Mix to meet needs of each target market selected:  Outline specific strategies/recommendations for each marketing mix element.  Keep in mind that your recommendations should relate to the marketing objectives and be designed to achieve those objectives. ** Don’t forget that this section is worth 50% of all the project marks!! ·         Product strategies – what are your recommendation concerning packaging, branding, labelling, extensions, product line length, width, depth and provision of augmented aspects? ·         Pricing strategies – what will influence your pricing changes in the future, what price adjustments may be beneficial, what type of product mix pricing strategies could boost profits? ·         Distribution strategies – how intense is it currently, where do you want to be? Is it direct, or indirect, or dual – and how can this be adapted to penetrate markets in the future? ·         Promotion strategies – where should promotional expenditure be concentrated? PR, Advertising, Sales Promotion, Personal Selling, Direct communications? Why? ·         Also, detail how strategies will be turned into specific action programs: what will be done (activity), when will it be done (target completion date) and who is responsible (responsibility)?   5.       Evaluation, Monitoring and Control How will all marketing activities be monitored to ensure success?  Usually specific directions are given as to who will be responsible for evaluation and how it will be carried out.   APPENDIX 4: MARKETING 100 Written Project Assessment Guidelines         Mark Awarded Total Executive Summary 5%                         /2.5 Situation Analysis       History 2%     Marketing Environment 8%     Product Evaluation 10%     Consumer Evaluation 10%     Competitor Analysis 5%                          /35 Marketing Objectives 5%                            /5 Marketing Strategies       Target Market(s) 10%     Product Strategies 10%     Pricing Strategies 10%     Distribution Strategies 10%     Promotion Strategies 10%                                  /50 Evaluation, Monitoring and Control 5%                         /2.5 Format, Written Expression & Referencing -          Degree of research undertaken -          Accuracy of referencing*** -          Presentation and layout -          Written expression, etc.       5%                                  /5 TOTAL MARK                          /100 *** Please note that plagiarism will result in a zero mark being awarded for this project.   Additional Comments:   …………………………………………………………………………………………………………………………………………………………………………………………   Credit:ivythesis.typepad.com

Marketing Plan Essay Instructions

APPENDIX 3: THE MARKETING PLAN – Format and important inclusions 1. Executive Summary The executive summary is a synopsis of...

MARKETING PLAN ESSAY INSTRUCTIONS

MARKETING PLAN ESSAY INSTRUCTIONS

APPENDIX 3: THE MARKETING PLAN – Format and important inclusions 1. Executive Summary The executive summary is a synopsis of...