Marketing management essay on: Soft Drinks – Aaker’s brand

Ans1. The product category chosen for this assignment is “Soft Drinks”. The Aaker’s brand personality refers to a framework which would describe as well as measure the personality of a brand under five different heads. Amongst the soft drinks category the Aaker’s brand personality has been explained in the following section. These five heads are as under:Þ    Sincerity: (domestics, honest, genuine, cheerful) In the soft drinks category, Appy has been referred to as one of the drinks which is more real & honest as compared to the other drinks.

Þ    Excitement: (daring, spirited, imaginative, up-to date) Amongst the soft drinks category, Pepsi refers to a brand which would showcase a personality of youngsters. It must be noted that, Pepsi refers to a drink which is attached along the youngsters.

Þ    Competence: (reliable, responsible, dependable, efficient) In the soft drinks category, Limca has been referred to as one of the drinks which is more real & honest as compared to the other drinks.

Þ    Sophistication: (glamorous, charming, romantic) Amongst the soft drinks category, Coke has been referred to as drink which is connected as a symbol of fun.

Þ    Ruggedness: (tough, strong, rugged) Amongst the soft drinks, Thumps up has been referred to as one of the most tough or rugged drink.

1. What are some of the product strategies and communication strategies that General Motors could use to further enhance the level of perceived differentiation between its divisions? What are some of the product strategies and communication strategies that the class project company could use to further enhance the level of perceived differentiation between its products and the competition? Compare and contrast the information you have for the General Motors and the class project company in product strategies and communication strategies from the text from this chapter.

Ans2. Some of the product strategies which could be used by General Motors which would help to enhance the level the perceived differentiation level are as follows:Þ     Cost leadership: The first strategy which would help the company to have an edge refers to leadership in terms of cost. The company should adopt various technologies which would help them to manufacture the automobile at a low cost as compared to its rivals. This would help the company in order to earn high levels of profits thereby, compensating the cost through the customer’s pocket. The main risk by adopting such type of strategy would be that, the rivals or the new entrants would practice the same by compromising upon the various important costs (Porter, 2008).

Þ     Differentiation: Product differentiation refers to the next best strategy which would help the company in order to have an edge over its competitors. Differentiation in terms of quality of the product, services provided to its customers, better performance of the automobiles as compared to its rivals. Though, differentiation would have to incur extra cost in order to promote or advertise the product (Lamb, 2005). A huge amount of investment would be required by General Motors in order to differentiate its brand image as compared to its competitors. The major risk involved by adopting this type of strategy is that an extra cost has to be incurred upon the tow wheelers so manufactured. Premium pricing would be practiced by the same. Customers might switch towards the rivals due to the high cost so incurred.Þ     Focus: The last type of strategy to be adopted by General Motors would refer to proper focus. This means that, the organization should be quite focus upon what is it doing, how much automobiles is to be manufactured depending upon the demand, etc. It should have a clear understanding regarding the target audience it serves to taking into consideration the needs as well as requirements of the same (Porter, 2008).

Communication strategies refers to the way with which an organization communicates with its employees, managers, board of directors, stakeholders, shareholders and any other interested party. This section of the report highlights the various marketing communication strategies which have been undertaken by General Motors.

Þ     Branding naming/ corporate identity: Brand name also plays a very role in building a strong relationship between the customers. It must be seen that, people rely upon the brand & trust the quality of goods or services being provided them (Lamb, 2005).

Þ     Segmentation: Segmentation refers to the next communication strategy which is being adopted by the General Motors. This means that, the information which is to be communicated to the various parties involved should be quite specific.

Þ    Online Marketing: Online communication marketing strategies have been kept in mind which would help the organization i.e. General Motors to communicate the relevant changes within the organization (Lamb, 2005). Fair communication methods such as updating the websites, a write up in the newsletters, magazines, and interactive websites would help in order to inform the target audience.

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