Marketing Brand Strategy

Decide if you would like to brand your product or service. Then identify three products or services in your industry that have a logo or slogan. After which, either develop a logo or slogan that will identify your product or service or explain why branding is not the best marketing plan. Then write a marketing memo to the advertising division of your company rationalizing your choice.
Evaluation Criteria:
Have you included all the required elements?

Have you identified the environmental factors and described their influence appropriately
in the given situation?
Please use the textbook – Marketing Management 12E by Kotler & Keller and other sources. If you are using sources other than the text, you must provide
complete citations.
Is the paper professionally presented? Remember your audience – senior management at your company. It is important to present your information as clearly and succinctly as
Please read the instructions carefully. Please make sure that 1 of the 3 references that you are using is my text book – Marketing
My product brand : “Smiley ulcer-guard toothpaste”,
Company: Teethal
Slogan : Guardian in disguise –  forever with a smile [ which implies that this above mentioned toothpaste prevents from the oral infection of ulcers which shadows a face with grin and no smile for a long period. ]
Logo: A smile embedded in a circle
Three products in the industry having logo or slogan are as follows –
1. HLL’s Close-Up
2. Proctor and Gamble’s Pepsodent
3. Colgate Palmolive’s Colgate
Why banding is not the best marketing plan?
Strategic planning is a process which gives a detailed understanding of the growth and provides a futuristic view of a business enterprise. Careful study of the strategic planning helps in scrutinizing and developing a steady marketing plan for a product line or a brand. Every marketing plan should involve a thorough analysis of the external and internal environment. If the environment is stable, most of the activities will be predictable and convenient for the organization.
But in today’s scenario, the environment is changing faster and faster which leads to discontinuity with the past. The environmental survey is the cornerstone to every marketing plan. The various macro environmental factors like political, social, economical, technological, natural and legal environment imbibe a sense of competitive advantage over other competitors. In the course of studying and analyzing the marketing plan, marketers also identify the brand power of the product lines existing in that firm, which speaks about the positioning and differentiation of the products.
Branding is a process of developing a differentiated product which is positioned in the minds of the consumers as a brand by way of its logo and slogan. Branding is just one strategy in the whole of the marketing strategy of the marketing plan.
If Branding is studied without looking over the marketing plan, then the outcome would be disastrous as branding is a subset of the marketing strategy which in turn is a subset of the marketing plan which is a subset of strategic planning. Hence it is said that branding need not be the best marketing plan. If a marketing plan is properly carried out, it satisfies the process of branding too (Batra et al 1999, Kotler, 2001, & Ramaswamy et al;, 2004).
Marketing Memo to the Advertising firm: Lintas
My organization “Teethal” deals with the manufacture of varied products of toothpaste. Recently a new product is been manufactured named – Smiley ulcer-guard toothpaste, which has a unique differentiating factor of overcoming the worst oral infection caused by ulcers. I have carried out a detailed learning of this product which is branded by taking into consideration the environmental factors like consumer and demand for the product, industry competition, technology and social environment which plays a major role. The following specification needs attention while carrying out the advertising plan (Batra et al, 1999 & Gilbert, 2003).
Product Specifications:
Attributes of the brand: long lasting fresh breath, ulcer protection, economical
Personality of the brand– always charming and vibrant
Benefits of the brand – All the attributes provide a functional benefit “I won’t have to worry about my oral protection”. The attribute economical translates into an emotional benefit which makes the user feel important for maintaining value-for-money.
Values of the brand – The brand also says something about the manufacturers’ values – hygienic and effective and powerful.
User of the product: all age group.  Strongly advisable for teenagers who have bad eating habits and executives working under stress.
Pricing:  Although the product is very much effective for every user, the price is economical to encourage the masses to buy the product and avail the benefit of its healing touch. 200 gm toothpaste is priced at US Dollars 3.
Promotion: The product could be initially advertised in the urban cities on Television, in metros on FM radios and in the rural places on TV cables [just a suggestion]
Distribution: The product is a convenience product and hence will be sold at every local convenient store. Intensive distribution mode will be adopted to enhance its usage and improve its beneficial value.
Based on the above requirements, kindly prepare the advertising budget to bring out the clarity of this advertising campaign so as to provide the necessary resources. Also provide us with your study carried out with regards to the internal differences between the advertising plans which arise from the differences in the external factors and the environmental situations which the advertisers face (Batra et al 1999, Kotler, 2001, & Ramaswamy et al;, 2004).
References –
Batra, R., Myers, J. G., and Aaker, D. A. (1999), Advertising Management, 5th ed, New Delhi: Prentice.
Gilbert, D. (2003), Retail Marketing Management, New Delhi: Pearson.
Kotler, P. (2001), Marketing Management, Millenium ed, New Delhi: Prentice.
Ramaswamy, V. S. and Namakumari, S. (2004), Marketing Management: Planning, Implementation and Control, 3rd ed, Delhi: Macmillan.

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