Brand management Essay

1) What is the product mix of Trung Nguyen? What are the key attributes of its coffee? How do these attributes help Trung Nguyen to differentiate itself from its competitors? The product mix refers to the total composite of products offered by Trung Nguyen coffee. It consists of different product lines, various product items in each product line and within each item is the product depth. Firstly, the product line is a group of product or service items that are closely related because they are sold to the same consumer groups, are marketed through the same types of outlets, have similar usage or fall within given price ranges. Thus, Trung Nguyen Coffee’s product lines are: Trung Nguyen Coffee, Passiona Coffee and G7 Instant Coffee. The Passiona Coffee targets at consumers looking for low-caffeine coffee and especially women, while the G7 Instant coffees are made for people who are too busy to brew a cup of coffee themselves. Trung Nguyen Coffee has 3 different product items, namely Creative Coffee, Blend Coffee and Espresso Coffee. Passiona Coffee consists of 2 product item, Passiona roasted coffee and Instant Passiona coffee. As for the G7 Instant Coffees, the product items are G7 Pure soluble, G7 Cappuccino and G7 Instant 3-in-1 coffee. Lastly, product depth is the number of variants in a product item. Trung Nguyen’s product depth of Creative coffee includes the Weasel Coffee and Legendee Coffee. Also, some variations of G7 Cappuccino are the Mocha G7 cappuccino and Hazelnut G7 cappuccino. Different sizes of coffees are considered as product depth as well. For example, the G7 Instant 3-in-1 coffee is sold in 3 different sizes: a box of 18 cafe sticks, a bag of 22 sachets or a bulk pack bag of 100 sachets. Table1: Summary of product mix of Trung Nguyen | Product lines| | Trung Nguyen Coffee| Passiona Coffee| G7 Instant Coffee| Product items| -Blend coffee-Espresso coffee-Creative coffee Product depth: Weasel coffeeLegendee coffee| -Passiona roasted coffee-Passiona instant coffee| -G7 Pure soluble-G7 cappuccinoProduct depth:Mocha G7 cappuccinoHazelnut G7 cappuccino-G7 instant 3-in-1Product depth:box of 18 cafe sticksbag of 22 sachetsbulk pack bag of 100 sachets| Key attributes refer to the most important characteristics of a product. Trung Nguyen makes its point of difference through its key attributes like using the best coffee beans, unique brewing style and the new coffee concept. Trung Nguyen has a unique selling point because some coffees offered cannot be found anywhere else. Its coffees are authentically Vietnamese. For example, the Weasel coffee is produced based on the legend in Vietnam. To differentiate itself from its competitors, these key attributes must communicate benefits for consumers. The coffee offered by Trung Nguyen is of a higher quality compared to other coffee brands because they use the best coffee beans sourced from four of the world’s best coffee-growing regions. In addition, Trung Nguyen is awarded with the EureGAP certificate for its good agricultural practices such as having consistently good quality coffee beans and using environmentally friendly technologies. Coupled with their oriental secrets, consumers would prefer Trung Nguyen because their coffee is brewed much more aromatic and rich. Trung Nguyen used their new concept of coffee to set up a â€Å"Creative Coffee House† in order to differentiate itself and gain market share. It is now well-known for the innovative clubhouse whereby customers can enjoy coffee in a beautiful and sentimental ambience while experiencing Vietnamese cultural events and exhibitions. For consumers who value such innovative product services, they will choose Trung Nguyen’s coffee over the other â€Å"grab a coffee to go† coffee styles. 2) What are the roles of branding? What are the benefits of branding to sellers and buyers in the coffee market. The role of branding is to create an identity for the product. The identity created can have some personalities and can gain brand equity. Benefits of branding Some benefits of branding for sellers of the Trung Nguyen coffee are that they are able to accentuate the bases of differentiation from its competitors due to its distinct identity. They can obtain legal protection like trademarks to avoid copycats of their brand. The counterfeit products are capable of stealing Trung Nguyen’s sales when consumers are unsure of how the real packaging of coffee looks like. There is also a chance for the counterfeit coffee to ruin Trung Nguyen’s reputation. Consumers who bought the counterfeit coffee by mistake may view Trung Nguyen to be of a lousier quality instead. All this would be effectively prevented by branding because counterfeiting is an offense. Brand equity is created by branding and careful marketing. Trung Nguyen can in turn earn higher profits as consumers are willing to pay a higher price for this particular brand of coffee. Also, brand equity can lead to higher economic value of the brand, whereby it becomes an asset for Trung Nguyen when it wishes to sell its brand. Last but not least, Trung Nguyen can achieve brand loyalty through creating preferences towards their brand. If Trung Nguyen coffee is able to sustain a consistently good quality coffee product, consumers would remember the brand, spread the word around and continually purchase its coffee. On the buyers end, they may reap the most benefits from Trung Nguyen’s branding. Coffee is a convenience product and it is important to make it easy to find. Consumers will be able to correctly identify the products in a short period of time due to Trung Nguyen’s branding thus becoming more efficient shoppers. Furthermore, consumers may gain assurance of product quality and performance. Employees need to ensure products offered are of consistently good quality and so are specially trained to deliver this promise. Consumers will remain loyal to Trung Nguyen coffee because they are satisfied with this brand and have no need to search for another. 3) What constitutes the brand identity of Trung Nguyen? What is your evaluation of this identity? How can the brand identity be improved? Brand identity is the noticeable elements of a brand and also what the organization wants consumers to perceive the brand as. It constitutes of â€Å"Trung Nguyen† as its name, the logo and its tagline â€Å"Explore creative inspiration† A successful brand name should reflect the personality and values of the brand, be simple, memorable, positive and emotional. A logo is the image that embodies an organization. It is one of the most prominent branding elements that consumers will think of when someone mentions the company. A good brand logo should be memorable, futuristic and consistent and be able to portray the benefits to its target audience. The tagline must be simple and easy to remember. It also needs to remain short since the tagline is always incorporated into many marketing pieces. Evaluation of brand name: Consumers associate Trung Nguyen to â€Å"Central highlands† which refers to Dak Lak, the county capital of coffee where green coffee is grown. This gives an advantageous association between Trung Nguyen and high quality and fresh coffee beans. Also, the brand name represents the uniqueness and richness of the Vietnamese culture. However, the name Trung Nguyen does not hold any meaning for non-Vietnamese. This may alienate consumers from other parts of the world. Another bad point could be that its name is hard to pronounce for non- Vietnamese consumers. Possible improvements: Because the company’s name has been around since 1996 when it was founded, it cannot be changed otherwise the company has to build up brand awareness from scratch all over again. Thus, the company should work hard in educating people and let them understand the positive association between Trung Nguyen and â€Å"Central highlands†. For example, they could use their existing Internet website and include this under the â€Å"learn more† option. People visiting the website can then learn about the association and slowly adopt Trung Nguyen as their favourite coffee. Evaluation of logo In my opinion, the logo might be a little small and insignificant. Psychological influences such as selective exposure and retention affects consumer buying behaviour. For example, the appealing cup of coffee printed on its packaging of Creative coffee may distract the consumers from the brand name. The logo is also unattractive and boring due to the usage of dull and non-contrasting colours. The font used in the logo has little stylistic variations making it rather boring as well. Possible improvements Firstly, the logo should be scaled to a bigger size. Also, the marketing manager of Trung Nguyen can make use of brighter and more contrasting colours to make its logo more outstanding and attention-catching. The font could be changed to something cursive. This can better capture consumer’s attention thus leaving a deeper impression and resulting in better brand memory and recognition. For example Coca Cola, with its logo in a strikingly bright red background and white cursive words, is very successful at making sure that every consumer remembers it. Evaluation of tagline: Trung Nguyen’s tagline â€Å"Explore creative inspiration† consists of only 3 simple words hence should be relatively easy for everyone to remember. However, Trung Nguyen tagline is still quite foreign to people across the globe as they do not use much above-the-line marketing. Possible improvements Through the print media and mass media, Trung Nguyen can improve this aspect of its brand identity. The marketing manager could set up a Facebook page and make it known to people. Maintaining a Facebook page is relatively low-cost as compared to constant TV advertisements. Because millions of people are using Facebook, it is very effective for Trung Nguyen to get their brand identity across. Another point of improvement also through the mass media is through its online website. Perhaps the tagline can be added in the â€Å"history of Trung Nguyen† tab as it is currently not. On top of that, they can make use of emotional branding to elicit a favourable emotional response. Adding emotional words like â€Å"Happy†, â€Å"Healthy† and â€Å"Beautiful† could boost sales of their coffee. As consumers become increasingly aware of health and beauty these days, Trung Nguyen can market more of their Passiona coffee which is enriched with collagen, vitamin PP and other rare oriental herbs through its tagline. 4) What is the branding strategy of Trung Nguyen? What are the advantages and risks of this branding strategy? Trung Nguyen uses an umbrella branding strategy. Different types of coffees have a sub-brand which combines the corporate brand with a new brand. Trung Nguyen’s Passiona Roasted coffee and Trung Nguyen’s Espresso coffee are 2 examples. Advantages of umbrella branding: Capitalizing on the existing brand equity of Trung Nguyen, it can sell newly introduced products quickly. Consumers who have had a good experience with its coffee will transfer this favourable attitude to new items. For instance, Trung Nguyen’s Creative coffee may have been developed earlier than Passiona coffee. Consumers who liked Creative coffee would have a higher chance of buying the Passiona coffee because they are under the same brand and so would also be of an equally good quality. Furthermore, the Passiona coffee can be set at a higher price as consumers are willing to pay more for brand value. This can bring about additional profits for Trung Nguyen. Another advantage of using an umbrella brand is a lower advertising and promotion costs. Trung Nguyen only needs to come up with a single advertisement because its coffees share one identity. Also, because Trung Nguyen is used on all of the products, level of brand awareness is easy to raise. To name an example of a successful sub-branding strategy, Gatorade has developed and introduced Gatorade Frost, Gatorade G2, Gatorade energy bar, etc into the market and stayed popular being the leading sports drink brand in many countries. Risks of umbrella branding: In every marketing strategy there is bound to be a down side. Some risks of umbrella branding are that the failure of one type of coffee may affect the sales of the whole Trung Nguyen branded products. It is inadvisable to put all the eggs into one basket. For instance, if the production G7 Mocha had some discrepancy that caused the coffee to be too sweet, consumers may feel that the rest of Trung Nguyen packet instant coffees are as sweet and so switch over to Nescafe coffee instead. Secondly, sales of one product item may come at the expense of other items offered in the same product line. Lastly, the meaning of Trung Nguyen may also be diluted with an umbrella branding strategy. Apart from coffee, Trung Nguyen also has other product such as Green Tea, Oolong tea, etc. However, Trung Nguyen refers to Dak Lak, the county capital of coffee and so offering tea as an alternative beverage is not so relevant to the brand name.

Against Euthanasia

Euthanasia  is: 1. â€Å"A quiet, painless death. †Ã‚  or 2. â€Å"The intentional putting to death of a person with an incurable or painful disease intended as an act of mercy. † BIBLICAL POINTS: -Euthanasia is considered MURDER One of the Ten Commandments is â€Å"Thou shall not kill† and life is a gift from God that should not be destroyed – God has given us life to live, and SHOULD NOT BE TAKEN AWAY on purpose – God is in everyone and every living thing. If you harm a living thing, YOU ARE HARMING GOD. – Paul stated (1 Corinthians 6:19) that our bodies are temples of our Lord. In VOLUNTARY EUTHANASIA, we should not destroy ourselves because our life contains God’s Holy Spirit – WHEN JOB WAS GOING THROUGH SUFFERING, he still refused to TAKE HIS OWN LIFE. He argues that we must accept the suffering as we accept happiness and joy. SUFFERING IS AN OPPORTUNITY FOR SPIRITUAL GROWTH. – No man dies unless God allows it (Job 2:6) Therefore, according to the Bible, a person SHOULD NOT be killed because of a certain condition they have. Although they WILL DIE, euthanasia should not take place. IT IS MURDER. Yes, God has planned that they will be terminally ill, and he knows when they will die. But only HE has the right to take their life, not doctors. OTHER POINTS: -the power to play with people’s lives should not be handed out under a legal and /or medical disguise. – it promotes abuse and gives doctors the right to urder. – doctors are people who we trust and cure us, but euthanasia gives them the opportunity to PLAY GOD -It’s not only Christians who are against euthanasia, but other religions too. (Musilim, Jews, Hindu, Buddhist) -UNBEARBLE PAIN- pain cannot be all eliminated, but killing is not the answer! The solution is to command better education of health care professionals, expand health care, and inform patients about their rights to be alive. – Euthanasia is not about the right to die. It’s about the right to kill. OTHER RELIGIONS AGAINST EUTHANASIA: Roman Catholic Church: direct euthanasia consists in putting an end to the lives of handicapped sick or dying persons. IT IS MORALLY UNACCEPTABLE. Muslim: -All life is a gift Allah, so it is sacred and Muslim have a duty to respect it and submut to his will -Only ALLAH can choose when a life will end -The reason for any suffering will be known to Allah, there must be a reason for pain Jews: – Anything which shortens life is forbidden, only God could decided when a person’s life should end Hindu: -Euthanasia goes against the belief of Ahimsa (non-violence) Buddhist: -voluntary euthanasia is wrong, it shows that the person’s mind is in a bad state. Against Euthanasia Euthanasia  is: 1. â€Å"A quiet, painless death. †Ã‚  or 2. â€Å"The intentional putting to death of a person with an incurable or painful disease intended as an act of mercy. † BIBLICAL POINTS: -Euthanasia is considered MURDER One of the Ten Commandments is â€Å"Thou shall not kill† and life is a gift from God that should not be destroyed – God has given us life to live, and SHOULD NOT BE TAKEN AWAY on purpose – God is in everyone and every living thing. If you harm a living thing, YOU ARE HARMING GOD. – Paul stated (1 Corinthians 6:19) that our bodies are temples of our Lord. In VOLUNTARY EUTHANASIA, we should not destroy ourselves because our life contains God’s Holy Spirit – WHEN JOB WAS GOING THROUGH SUFFERING, he still refused to TAKE HIS OWN LIFE. He argues that we must accept the suffering as we accept happiness and joy. SUFFERING IS AN OPPORTUNITY FOR SPIRITUAL GROWTH. – No man dies unless God allows it (Job 2:6) Therefore, according to the Bible, a person SHOULD NOT be killed because of a certain condition they have. Although they WILL DIE, euthanasia should not take place. IT IS MURDER. Yes, God has planned that they will be terminally ill, and he knows when they will die. But only HE has the right to take their life, not doctors. OTHER POINTS: -the power to play with people’s lives should not be handed out under a legal and /or medical disguise. – it promotes abuse and gives doctors the right to urder. – doctors are people who we trust and cure us, but euthanasia gives them the opportunity to PLAY GOD -It’s not only Christians who are against euthanasia, but other religions too. (Musilim, Jews, Hindu, Buddhist) -UNBEARBLE PAIN- pain cannot be all eliminated, but killing is not the answer! The solution is to command better education of health care professionals, expand health care, and inform patients about their rights to be alive. – Euthanasia is not about the right to die. It’s about the right to kill. OTHER RELIGIONS AGAINST EUTHANASIA: Roman Catholic Church: direct euthanasia consists in putting an end to the lives of handicapped sick or dying persons. IT IS MORALLY UNACCEPTABLE. Muslim: -All life is a gift Allah, so it is sacred and Muslim have a duty to respect it and submut to his will -Only ALLAH can choose when a life will end -The reason for any suffering will be known to Allah, there must be a reason for pain Jews: – Anything which shortens life is forbidden, only God could decided when a person’s life should end Hindu: -Euthanasia goes against the belief of Ahimsa (non-violence) Buddhist: -voluntary euthanasia is wrong, it shows that the person’s mind is in a bad state.

Strategies for Building Effective Relationships Research Paper - 1

Strategies for Building Effective Relationships - Research Paper Example Is it possible to add new features to the existing product or entirely a new product needs to be developed? Where do the company’s products stand in comparison to competition in terms of overall acceptability? While marketing department’s feedback will help ascertain the key features required for a new product, the design department will help develop a product with those features. Developing a product with good aesthetics is also the responsibility of the design department. The costing department will put its efforts in keeping the cost as low as possible because that is the mantra for enhancing its acceptability. While marketing department emphasizes on ‘optimal pricing of the product’ as one of the essential requirements, the production and process department of the company will assess whether the current setup of machinery and equipment is sufficient to produce a new product commercially or any further investment on capital equipment is required. If addi tional investment is necessary, the finance department will have to explore whether it is feasible to manage those funds at all and if yes, then at what cost? The point is that while developing a new product, the project leader needs to coordinate with numerous departments and extract their expertise successfully. It is indeed a challenging job as none of the department directly reports the project leader. The project leader needs to exhibit exemplary leadership qualities to complete the task given by the company management. He needs to resolve conflict situation that may arise time to time between the departments of the company and their office-bearers, especially when it is known that the last project leader failed to resolve conflicting situations with peer managers and supervisors. While developing a new product through participatory management, the role of a project leader is multifaceted. Primarily, they need to be creative and innovative with good empathy for the customer so that they can develop a product at an affordable cost that is unique and no one else offers in the marketplace. At the same time, they must assess the company's strength accurately to deliver such a product on a commercial scale within a stipulated period. They also need to take some key decisions on final product design or features after great deliberations within the organization that may have long-term repercussions on the company. That is where they need to be visionary too. Prima facie, it may appear that the project leader functions as a coordinator and facilitator in the development of a new product but their success will largely depend upon how accurately and precisely, they can resolve all issues that may crop up during the developmental phase and in that sense, their leadershi p role takes over all other roles.

Empowerment. Does it work Essay Example | Topics and Well Written Essays - 500 words

Empowerment. Does it work - Essay Example This paper seeks to explain empowerment and its impact in workplaces. Empowering an employee in the work place leads to increased productivity as compared to underpowered ones. Their performance levels are high, and they are happier with their job leading to job satisfaction and lesser complacency. Employees appraise their work in regard to the amount of pay they receive from their employer; thus an employee with more say in the workplace finds the conditions of more conducive for work. Empowerment creates a sense of responsibility and motivates them to put in more effort as they learn their role in the success of the organization. As a result, the productivity and output in terms of the organization’s fortunes increase. Freedom and democracy in the workplace, empowerment, provoke the creativity of workers towards coming up with new ideas and concepts that lead to increased productivity and efficiency in work (Bednarz, 2012, par. 12). It also contributes towards positive attitudes and relationships between all members of staff. This is the result of ; proper communication between all parties involved in decision making as they are all allowed to make their opinions known and also contribute on how they affect them (Sptreitzer et al par. 12). At the workplace, employee empowerment ensures pay based on the level of knowledge that one has and the qualifications. This, in turn, leads to safety as employees do not participate in activities that they have no adequate knowledge in. As a result, employees are involved in personally managing their tasks and thus encourage a sense of responsibility for their jobs and wellbeing. Empowerment, therefore, leads to fewer investments concerning safety and compensation for workplace accidents (Bednarz, 2012, par. 11). In addition, lawsuits against the organization are reduced leading to increased savings by the organization and better working relations between employees and employers. It also boosts the relations

Introduction to British Politics Essay Example | Topics and Well Written Essays - 2000 words

Introduction to British Politics - Essay Example Conservatives have never been known to support universal health care. The reluctance of the Conservative party to support an efficient and public funded healthcare system remains one of its major criticisms. Conservatism in Britain is also associated with staunch nationalism and the concept of â€Å"one-nation†. The Tory party’s attempts to rejuvenate its electoral prospects have taken the form of party brochures and propaganda literature. The â€Å"Renewing One Nation† campaign under the leadership of Stanley Kalms may not have persuaded the electorate, but it nevertheless brought to light the other recurrent theme of Conservative ideology in Britain – that of its links with Christian organizations. Even if official Conservative rhetoric makes mention of the virtues of separating State and Church, it is one of the open secrets in British polity that the Conservative Party patronizes Christian faith and at elections expects a return favour. This explains w hy the Tories have failed to win the trust of the growing numbers of religious and ethnic minorities in the country (Coxall & Robins, 2003). Yet, in spite of the apparent rigidity in Conservative ideology, the party has shown some flexibility at crucial junctures in the nation’s history. While the â€Å"one nation† policy and its attendant policies of social reform and limited economic planning were significant factors in the Tories’ consistent electoral success for most part of the twentieth century, the party’s policy framework had also shown signs of malleability: â€Å"When Winston Churchill lost power in 1945, he quickly called on people such as Rab Butler to devise an inclusive, socially reformist postwar policy agenda. The result was a drastically reduced Labour majority in 1950 and a Tory election victory in 1951. In the two subsequent elections, the Conservatives, led by men who believed in the partys national

Film Prompt(you can make any topic by your idea) Movie Review

Film Prompt(you can make any topic by your idea) - Movie Review Example It helps to commemorate this fact that a white man can be spared and all black men can be killed just because of different of color. Lee is saying through his film that because racism underpins all forms of entertainment even today, racist stereotypes are still alive. For me, the most poignant moment in the film came near the end. There is this horrible shootout between the police and the rap group who is there to perform. There is a mix of black and white performers in that rap group. But, all the black group members are killed by the police and one white member is spared. This makes the white man realize that no matter how hard he may try to mingle with another race, the society will still not let go of the idea of white supremacy. The modern day minstrel show created by Lee is different from a typical or traditional show. For example, when Glover is dancing and his partner jumps in to dance in rhythm, it is different because what he does is â€Å"an occupation traditionally held by African Americans†

IMC and Customer Satisfaction Assignment Example | Topics and Well Written Essays - 1250 words

IMC and Customer Satisfaction - Assignment Example However, from an in depth understanding of the different ways of marketing communication this process would be discussed in detail in this paper in the context of marketing activities of the BERVET. The process of integrated marketing communications fundamentally refers to â€Å"the strategic analysis, choice, implementation and control of all elements of marketing communications which efficiently, economically and effectively influence transactions between an organization and its existing and potential customers, consumers and clients† (Smith, Berry & Pulford, 1999). In simple words it is the way in which an organization manages and controls all its market communications. It is ensured that the messages, personality of the company and its brand positioning in the market is delivered across all the elements of the market by utilizing a single and consistent strategy (Smith, Berry & Pulford, 1999). This process is applicable to any type of company dealing with any type of produ ct or service, however, BERVET can customize each step of this process in order to fit the bill of the goods and services offered by it. Although the concept of marketing communications has been put to use in companies as an all inclusive concept to deal with the different levels of communication since the 1990s, the technique of strategically integrating these diverse functional areas is unique to the approach of integrated marketing communications (FitzGerald, 2000). BERVET should develop a single communications strategy, the basic of which should be followed for each target audience that has been identified from the entire market. This strategy has to be used â€Å"as the basis for executing each communication function† (FitzGerald, 2000) throughout the marketing process by using a wide range of channels of communication. Twelve different strategies have been identified by Smith, Berry and Pulford (1999) to accomplish the process of integrated marketing communications; suc h as, advertising, public relations, sales promotion, point of purchase, packaging, exhibition, sponsorship, internet, direct marketing, personal selling, corporate identity and word of mouth. BERVET has decided to choose advertising as the basic strategy for its integrated marketing communications. Advertising strategy of BERVET Advertising can be made through different channels. BERVET keeps pace with advancement of time and revises its advertising policies and the channels used. Television commercials, print media (newspapers and magazines), bill board signs and event sponsoring have been the most popular methods of advertising for the company since it had started business in 2000. However, recently it has also started to make its presence felt by advertising on the internet. The marketing goal of BERVET is to expand to the European continent and capture the European market. The target audience includes the governments of the different countries in the region, the private sector, the retailers and whole sellers, the individual customers. The different advertising channels have been chosen keeping in mind these different target groups. The internet is the most common form of media in both the developed countries in the region that allows the people to share ideas, communicate, and build network. Hence advertisement on the internet is particularly of immense importance for the company’