Question

Q5: Imagine that YOU have just been appointed the Senior Brand Manager of Al Ain brand of dairy products in the UAE. Part of your job responsibility is the training of new graduates employed in the company as brand management trainees. If YOU were approached to prepare lesson details for the next batch of new trainees; provide detailed answers to the following questions and give examples with Al Ain and other dairy products where necessary: (a) Discuss 4 ways that branding is important to dairy companies (that is, explain 4 specific marketing benefits that dairy marketing managers can achieve by branding their dairy products). (b) When presented visually in real life, a physical product has 3 visual cues/features that can qualify it as a branded product. Identify and explain the 3 cues/features in detail using Al Ain Dairy brand in your examples. (c) Using Al Ain Dairy brand in your examples, discuss the benefits of the 3 original universal reasons for doing branding in general.

subject : marketing managemet

Answer 1

Dairy industry is big business which is getting bigger year on year, this industry is very much a regional one, with a highly fragmented demand and supply. Today   having a good branding of the products and company plays a crucial role in the growth of the company and acceptance of the products among the customers

There are different ways of branding of the products some among them are

a) Branding by customer Experience-In this process the customer is the most important component of the brand. Company focus on packing, design and usability, which are at the very core of customer experience. Here the target customer segment perceives product quality, product benefits and brand image.

b) Promote Other Products- Instead of relying exclusively on raw-milk sales, diversify your operation and sell other dairy products, such as butter, cheese, chocolates, buttermilk etc. As customers get to know you for these items, they’ll get to know you for your raw milk

c) Branding By Imagination - Here companies try to closely link the brand to imagery driven by the latest trends and culture. Company’s Brand strategy is driven in a functional manner, by the cultural association of the customers. eg. In India Milk consumption is essential to every generation of people, irrespective to the age. Hence the company can use this aspect for branding

d) Talking to the Customers- As company interact with customers ,they come to know about their requirements , there perception of a good brand, packing offerings etc, and company can accordingly define their go to market strategy and their branding activity

Companies’ uses different technique to understand the consumer’s requirements and to present impact cues through advertising to acquire the customers. Visual cues provide instant communication; consumers don’t have the time to educate themselves, so the visual branding that will trigger the demand of the product

a) A good product packing-colour, packing material etc

b) Using different words to capture customer attention like ‘Organic”/ “natural or unprocessed”

c) Use of Image that connect the product

Branding is a practice where a company creates a name, symbol or design to identify itself in the market place and project them for identification of the company.

This helps customers to identify a product and differentiate the product of their requirement form other products and services available in the market. Some of the benefits of the good branding are

a) Branding Generates New Customers

b) Brand Saves decision making time

c) Creates trust within The customers and market

d) It creates a connection between the brand and the customer

e) A good brand will guide advertising and marketing policies of the company