<< Marketing Question >> In some countries, bananas sold under the ‘Dole’ brand name are available...

<< Marketing Question >>

In some countries, bananas sold under the ‘Dole’ brand name are available on convenience store counters where people pay for their shopping. Such stores also sell products such as chocolate bars, snacks, convenience meals and so on. The bananas are clearly branded with a Dole sticker and they are presented in a box that is also branded Dole. The bananas do not come in any other packaging than their natural skin. The price of each banana is 3 times that of an equivalent banana when bought in a supermarket as part of a bunch. However, the Dole box tells customers that if they buy 2 bananas, they will receive a discount of 20%.

a) Identify and explain the link between this case and marketing concepts of your choice.

b) Discuss the advantages and disadvantages to Dole from this move.

Solutions

Expert Solution

Answer :-

a) The case is related to the branding of products or services and charging the excess money for their brand value. In the given situation the Dole brand name is used for selling the bananas. As the Dole brand is already known in the country for selling the convenience meals and superior quality of products. Therefore, the concepts in the given case are related to brand marketing and discount marketing. Brand marketing is about building trust, reliability, and consistent value to its customers. Discount marketing is about attracting new customers by providing them different offers.

b) The advantage of brand marketing allows in promoting the different products by using the same brand name. This helps the various organizations to build in the market the strong brand name and its market share.

Also, the disadvantages of brand marketing are selling the products at such a higher rate than it will affect the buying power of the consumers and they will not buy it. When discounts are provided on the branded products then it will not gain the confidence of the customers.

Rahul Sunny answered 2 years ago

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