The objective of this discussion is to appreciate how consumers perceive brands and how the marketer...

The objective of this discussion is to appreciate how consumers perceive brands and how the marketer positions a brand as opposed to a product. Marketers treat brands and product differently based on consumer behavior.

Simulated Business Scenario

Rosa, the VP of Marketing for Bayer Pharmaceutical started the monthly marketing meeting saying:"our brands are getting lost on the shelf. We need to examine what our brands mean in terms of product positioning and show the consumer how generic products differ from our brands, especially aspirin. Give me your take on why you think brands are losing market share to our competitors and how we can we reposition our aspirin line?" Here's what I'd like you to discuss...

Examine what brands mean to you in terms of product positioning.
Explain how are products differ from brands? Is aspirin a product or brand? What are your favorite brands and why?
Illustrate why do you think brands fail? Cite an example.

Expert Solution

Answer - Positioning means the perception developed in the minds of consumers about a brand and how its products aee different from the products of the competitors. For example, Cadbury is known for producing variety of good quality chocolates.

Product is something which is created by the brand and brand can be defined as the parent who produced the product. For example, a chocolate is a product and Cadbury is the brand which produces chocolates. Similiarly, Snickers is a brand and chocolates produced by it is product.

Aspirin is a product. It is also known as acetylsalicylic acid. It is used to relieve pain or fever. It is a medicine which is manufactured by many pharmaceutical companies.

My favourite brand is Nike. It is a shoe manufacturing brand. The reason why it is my favourite is because it produces the best quality shoes as compared to its competetiors and the customer service is excellent.

The reason why brands fail is not marketing and advertising their products properly and not adapting with the changing environment. For example, Nokia started failing because they did not market their products with the correct intensity. Moreover, in recent years the demand for android operating system immensely increased but it continued to produce phones with microsoft operating system.

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keosha answered 1 year ago

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