Respuesta :
The question is about the growing market share of Blue over the next 4 years.
Kelsey-White is an American multinational consumer goods company. It is 2018 and we have past 3 years of historical data. The data available must be a big data and needs to be sorted in order to find the trend and patterns visible to analyse the data of the past 3 years and draw marketing strategy out of it.
Along with the past data, new data is also required because the current market trend, pattern and customer choice for detergent can have severe impact on market and its products. Analyzing customer choice is important and that can be done through the customer surveys at super markets and providing free samples and then taking feedback from them.
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A brand strategy is a plan for the long term that addresses a path towards the development of a brand that is widely accepted, growth-oriented, has commercial value, in other words successful.
PURPOSE
- the first step towards creating a great brand is to identify and pen down the goals / PURPOSE that the business must achieve. KW has requested that the brand manager should turn around the brand for the Blue Laundry Detergent.
- Now that is a vision. So for it to become a goal, it has to be re-written into a format that is clear, achievable, measurable, realistic, and time-bound. For example, in order to be considered a profitable brand, how much would K-W consider to be adequate in terms of income/profit generated at the end of 4 years? how many percent of the existing market share is K-W looking to take over?
- At this point, we already have a 3-year data collection on the product's historical performance. As the brand manager, we want to analyze the data to understand the nature of the market as it currently is. We will look into the data to find answers to the following questions:
- who were the largest buyers of this product in the last three years?
- can they be categorized by age, income range, geographical location, specific interests, occupation, etc
- what or who influences their buying decisions?
- What are the strengths of the brand? can this be improved upon and leveraged for ads?
- What are its weaknesses? can this be turned into strengths, and or reduced?
- What are the current opportunities/gaps in the market? We can get this information by reaching out to existing customers by way of research.
- who are the competition?
- what are the weaknesses in their products?
- What are their strengths?
- How do they price their products?
CONSISTENCY
- Armed with this information we will then proceed to DESIGN a brand that is CONSISTENT with the message that we want to communicate.
- So if for example, no other product in the market has a detergent that disinfects, we can build this into our message for the new brand of K-W Blue detergent.
- An example of that message would be that "K-W Blue Detergent" is cheaper, better, and disinfects.
- Once the message is clear, the brand can them be designed using a Style guide. A style guide gives the consumer information about the business. It also makes it easy for the brand to be recognized. Remember, the key objective here is CONSISTENCY.
EMOTIONS
It is impossible to build a successful brand if that brand is not designed to
be desired. For example, when people think about a Bentley, they think about a certain kind of lifestyle. So when people want to associate with that kind of lifestyle and they are about to make a buying decision, they think of a Bentley.
EMPLOYEES
The first clients who must buy into the brand being created is the employees. They are the first "advangelists". They are also involved in the creation process so it is critical to get their buy-in.
If the employees think that a brand/brand strategy won't fly. It won't.
See the link below for more about building a brand:
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