The Marketing Mix: Product and Brand Strategies

THE MARKETING MIX : PRODUCT AND BRAND STRATEGIES

Case Study of Nokia Phones and 20th Century Fox Cinemas

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Running head : THE MARKETING MIX : PRODUCT AND BRAND STRATEGIES

Introduction

The trend in today 's market place is for customers ' to identify strongly with a brand and remain loyal to it for a long time . Most people don 't realize it but they have developed a relationship with the brands (Corfman et al , 2007 . Their mannerisms especially in terms of expenditure follow a pattern that shows when faced with

different brands of a similar product , they will normally go for the one they are most familiar with . Relationships of this kind prompt the customer to complain or comment on issues that they consider is important to them about the brand to the manufacturer . The in-boxes for comments that are placed in convenience stores will be filled by brand loyalists who care for the product and want to inform the company about their feelings Further these people act as unofficial marketers for the products as they interact with their environment and spread the message that the brand is of good quality and gives value for money . As sales persons they are very effective because they have first hand experience in using it and can therefore vouch for it

In many countries , the brand name `Omo ' is a well known detergent . For decades households have relied on it to wash their clothes and other items . Its effectiveness in getting clothes clean can be attested to by housewives who have used the product for years . So important is Omo that in some societies it became a form of communication . I have heard stories of how young lasses will leave a packet of the detergent in a visible place so that lads intending to visit will be forewarned . To them , the message was `old man out ' and failure to see the packet placed in a prearranged position would be a sign that the lad should not venture near the home

Nokia phones have over time built up a fiercely loyal clientele that will not countenance the thought of using any other brand let alone buying one . The oft repeated comment from such people is that `if it 's not a Nokia it 's not a phone . Attempts to make them see the superior features of other brands in the same price bracket are futile . Many of them will rather operate without a cell phone than buy a Samsung or Motorola . Most companies have seen the value of these non-geographical communities and have made efforts to connect them through websites that have blog spots where individuals can share their comments with others It is through these blogs that the companies get vital feedback from its customers and assist the company in designing products that meet their needs (Arnold et al , 2004

The cell phone industry thrives on innovation and functionality . The more a product fulfills the ever changing demands of its clients , the easier it...