Marketing Plan for Arimount Whiff Deodorant Study Paper.
Question 1: Discuss what brand elements would be most useful for differentiating your
company’s brand from competing brands.
Brand elements relates to the devices that can assist in identifying plus differentiating
different brands in the market. Kotler and Keller (2012) argues that brand elements include such components as slogans, logos, symbol, design as well as the name that represent company’s product trademark.
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AMA (American Marketing Association) also contends that the term brand
represents a combination of elements –design, symbol, name and term- planned to identify the goods and services of a seller plus differentiate them from those in the market. Marketing Plan for Arimount Whiff Deodorant Study Paper.Such elements
will enable an entity to create a brand that will differentiate the company’s brand from competitors. Without a doubt, Arimount’s intended product with long-lasting effect makes it a
top product in the market and thus giving the company a competitive edge. To differentiate
Arimount’s brand from competing brands in the market, the following brand elements will be
considered. Marketing Plan for Arimount Whiff Deodorant Study Paper.They include the brand name, tagline, logo, packaging and advertisement pictures,
web address as well as people associated with the company/product. Worth noting is the use of
these brand elements is intended to offer various channels of inseminating information about the
brand and hopefully thrust it into the limelight. In particular, the inclusion of web address or
URL (uniform resource locator) is intended to accelerate dissemination of information pertaining
the product and thus differentiate it from other competitive brands.
Logos can act as key differentiators and have been used to help identify a brand from the
rest in the market. A good example of how logos can become a key differentiator in a
competitive market is Nike’s swoosh. The logo is quite common with people throughout the
world to an extent that they can picture it in their minds and identify Nike brands without
actually seeing the name. Nonetheless, a logo is paramount for Arimount considering that it should signify the brand’s feature. In addition, the slogan or catchphrase is always valuable in
differentiating competing brands because it helps in summing up the value proposition. Marketing Plan for Arimount Whiff Deodorant Study Paper. In
essence, it sums up and provides the clients with a plain idea regarding the brand and or its
benefits. Therefore, the brand’s tagline ought to clearly highlight its key characteristics including
a long-lasting performance. Advertising and packaging representations are also known to play a
critical role in differentiating brands from others. As an example, the dynamic ribbon is widely
linked to the Coca-cola brand and the green bottle is linked to the Heineken beer. In customer’s
eyes, this is what they see and resultantly expect when they purchase Coca-cola or Heineken
brand. In fact, it would take considerable effort to convince them that a non-green bottle is from
Heineken. Nevertheless, it is evidently essential that Arimount employs a differentiating plus
attractive packaging to help in creating its brand equity. Worth noting is that a consideration
need to be made with regard to target clients –women- who are considered highly active. Marketing Plan for Arimount Whiff Deodorant Study Paper. Thus,
use of such bright colors as pink and slim packaging for easier storage and carriage can rove
handy. As indicated earlier, the use of URL remains a top priority and can go a long way in
helping differentiate the brand from others in the market. More so, modern clients generally
carry out research prior purchasing new brands and it is common for them to engage the internet
(Saunders et al, 2007). Therefore, it becomes crucial that Arimount’s web address has all the
information but kept as simple as possible. Lastly, those associated with the brand and the
company are always vital in improving the brand personality plus building relationships with the
clients.
Question 2: In a sentence or two, what is the appropriate positioning for your company’s product?As a long-lasting deodorant, Arimount’s product is highly suited highly suited for
individuals who have a rather active lifestyle including the working population and sportsmen.
Additionally, research has indicated that women generate more sweat compared to their male
counterparts and thus the brand is better positioned as a personal and hygiene care product for
females with an active lifestyle. Marketing Plan for Arimount Whiff Deodorant Study Paper.
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Question 3: What factors will you use to determine your company’s strategic group, and what
competitive strategy would be most effective as your company introduces this new project?
Strategic group in the form of a strategic management concept can be seen as the
grouping of enterprises within an industry which has parallel business models and or
combinations of strategies. These are some of the key factors that will help in determining
Arimount’s strategic set; price policy, cost position, product quality, brand identification,
channel selection, technological leadership as well as specialization. According to Porter (2004),
competitive strategy relates to the manner in which an institution can achieve a competitive
strategy over its competitors. Arimount will employ a number of competitive strategies which
are essential for success including; (i) Intellectual property – the distinguishing factor of the
firm’s brand and the competitors is the distinctive chemical used. The company was in a position
to determine the unique chemical composition following extensive research and development
activities. Therefore, the company ought to patent its brand to make it difficult for competitors to
replicate a similar product. This will prove a competitive edge over others. (ii) Distribution
channel – paramount to the achievement of care products is efficient use of channels of
distribution (Bryman, 2001). Arimount need to focus on developing a vigorous distribution
network capable of making its brand readily available to existing and potential clients. In addition, the company ought to venture into long-term contracts with its retailers because they can contribute to the success. Indeed, such partnerships are crucial as far as penetrating into the
market is concerned. (iii) Constant innovation: the new product may be a breakthrough but the
company must constantly focus on introducing other new plus innovative brands into the market.
Worth noting is that dynamics dictating the market are frequently, and the best way to win
clients is via innovation. Therefore, Arimount must constantly look to improve its product and
probably add new brands to the company’s portfolio. Competitors will always seek to mimic
Arimount’s brand and the company can stay ahead of them by introducing innovative products. Marketing Plan for Arimount Whiff Deodorant Study Paper.
Lastly, (iv) Operational excellence: the company must look forward to developing measures
intended to lower cost by utilizing various quality control mechanisms. As mentioned before,
market dynamics are in constant change and costs are not spared either. Minimal shift in market
dynamics may represent an opportunity for the company’s competitors to prevail. Customers are
always seeking to get the best value and lowering of costs in the future may prove crucial.
Altogether, this will help the firm in raising its margin and lowering its cost can help it stay ahead of the competition.
References
Saunders, M et al. (2007). Research Methods for Business Studies, 4 th edn. Harlow: Pearson
Education. Marketing Plan for Arimount Whiff Deodorant Study Paper.
Kotler, P, Keller, K. (2011). Marketing Management. 14 th ed. New Jersey: Prentice Hall.
American Marketing Association. (2009). Brand. Retrieved from
https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=C
Porter, M. (2004). Competitive advantage. Washington D.C: Free Press.
Bryman, A. (2001). Social Research Methods. New York: Oxford University Press. Marketing Plan for Arimount Whiff Deodorant Study Paper.