Question

Kiwi PLC.. Manufacturer of shoe polish is the brand name of a shoe polish, first launched and sold in Australia in 1906
and as of 2017 is sold in almost 180 countries. Previously owned by the Sara Lee
Corporation since 1984, it was sold in 2011 to S. C. Johnson. It is the dominant shoe
polish in some countries, including the United Kingdom and the United States, where
it has about two-thirds of the market.
The polish was developed in Australia by William Ramsay who named it Kiwi after the
flightless bird endemic to New Zealand, the home country of his wife, Annie Elizabeth
Meek Ramsay. Its success in Australia expanded overseas when it was adopted by
both the British and American armies in the two World Wars.
a) Explain any five attributes of a strong brand such as Kiwi. [ 5marks]
b) How might the marketing of Kiwi differ from the marketing of a service such as
a banking product? [ 10marks]
c) Discuss five advantages of branding to the manufacturers of Kiwi. [ 5marks]
[TOTAL: 20MARKS

Answer 1

a) The brand attributes highlights companies brand characteristics. A successful brand like kiwi has several attributes

1) Positioning: kiwi is successfully positioned. Kiwis brand position is aligned with offerings, nature and objectives of the company. The marketing and branding teams of company need to work up on positioning of brand. Kiwi makes a place in its targeted audience so that they prefer that brand over others.

2) Consistency: a brand has to go through different market cycle that involves the changing business dynamics. it is important that a brand has to consistent with its products to meeting the demands and needs of customers on regular basis. Kiwi is a consistent brand signifies what the brand stands for and builds customers trust in brand.

3) Relevance: the brand has to formulate an emotional connection with existing as well as the prospective customers to increase sales and profits. Kiwi is a brand with relevance. It meets customer’s expectations and performs the way they want to.

4) Sustainability: it is a crucial attribute of a strong brand. Brand need to come up with innovative ideas with regard to the product offerings. Kiwi makes a business competitive .kiwi's sustainability drives to the success of the brand.

5) Uniqueness: kiwi products are unique. Brands that are keep on coming with unique and novel offerings that make them create a distinguished identity in the market.

b) Marketing of kiwi different from marketing of a service such as a banking product. The key difference between the marketing of kiwi from of a service such as banking product is about the tangibility. Banking services are dealing with money and credit.

1) In the marketing of kiwi, marketing activities are aligned to promote and sell specific product for a particular segment. The marketing of services like banks have marketing of economic activities offered by the business to its clients with adequate consideration. Example: savings account, fixed deposits etc.

2) In the marketing of kiwi, if the quality of product is not up to the mark, it can be returned to seller. But it is impossible for a banking service. Once a service delivered, they cannot be taken back. Banking service should be done by keeping the returnable factor in mind.

3) Kiwi markets its products to fill the needs and wants of customer. Banking products is more often on building relationship and trust.

4) It is easy for a customer to compare the marketing of kiwi products with other brands. But it is difficult to compare a banking service with others.

5) The marketing of kiwi has the marketing mix of product, price, place and promotion called 4P's.the company has to consider this four factors for marketing. In the case of banking service, people, process and physical existence have to be considered along with this 4P's.

c) Advantages of branding:

1) Customer awareness: a strong brand name leads to customer awareness. Customers are far more likely to choose a brand that they recognized over something unfamiliar. every brand in the market is trying to make the customer aware about its products and services through various promotional activities.

2) Customer loyalty: when a customer indulges in the purchase of product with brand and experiences good service, he will come surely for a repeat buy. When seeing the promotional activities of a brand customer recollects his association with the brand.

3) Product differentiation: many brands in the market offer similar line of products to same target market. But the unique elements of brand differentiate the product from other.

4) Competitive advantage: a brand has to face strong competition from existing players and new entries with same product line. Branding helps the brand to create a distinguished identity in the market and minds of customers through advertisement and other promotional activities

5) Introduction of new products and service: once the brand achieve customer loyalty, more profit on a specific product line by taking correct branding measures, they can introduce new product lines. Since consumers have immense trust in the brand surely purchases new product line.