In the addition, the brand make the customers believe in the quality, quantity, value…. of the hamburger. The customers will feel the hamburger that they ate in American has the same quality, the same size…. with the hamburger they eat in UK although all things related to that two hamburgers are different. That is the power of the brand.
Available
Nowaday, we can see the McDonald’s symbol everywhere and we can eat McDonald’s everywhere but we cannot use the name McDonald’s as a brand for our business anymore because the using is illegal. The brand McDonald’s is copyrighted and no body can use it as an other brands without acceptance of McDonalds’ company.
b.Describe
The functional roles of the packaging of Colgate toothpaste.
+ Contain and protect the product: The packaging includes the procduct’s primary container ( the tube holding the Colgate toothpaste), a secondary package that is thrown away when the product is used ( the cardboard box containing the tube of Colgate), and the shipping package necessary to store.
+ Give informations about Colgate toothpaste to the customers: Labeling, ingredients, how to use, the expired date …..
+ The product’s primary container is soft so the customers can press to take the toothpaste easily. That is the convenience function of packaging.
The promotional roles of the packaging of Colgate toothpaste :
+ Help to promote the brand image by showing the name Colgate
+ The shape, colour anh size relate to customers motivation
+ Attract attention of potential customers
TASK 2:
2.1. Question 1
Flow chart shows the distribution chain for liquid milk from the cow to the consumers.
The factors influence the price at each stage :
At the stage 1: The price that producers sell to the cooperatives is influenced by:
+ The cost of production (: such as: the money for buying cows, the money for cows’s foods, the money for machines, farms….. The minimum price is not allowed below the cost of production if the producers want to have a profit.
+ The multiple buyers : If there are a lot of buyers, the price will grow up and vice versa. For example : In the assignment’s situation, the price of milk was low because Milk Marque was a monopoly buyer.
+ The policies of Gorvernment: Sometimes, the Gorvernment can have an effect on the market to set up the balance and the fair for the market. For example, in the assignment’s situation, the milk market was deregulated by the gorvenment so the milk prices increased .
+ The conditions of nature : such as drought, flood, hearquake….. affect to the production and make a scarcity of milk products that increase the price of liquid milk.
At the stage 2: The price that the cooperative sells to its processors is influenced by.
+ The power of the cooperative: If the cooperative takes a large possession of the milk quantity of the market, it can sell milk for the processors at the higher price than normal.
+ The power of the processor: If the processor has a large market share or its existence effects to the cooperative’s operation, it can get the lower price than the others.
At the stage 3: The price that the processors sell to their customers is influenced by:
+ The cost of milk: if the processor want to have profit, they must sell the milk to the consumers at the higher prices than the cost that they pay for buying milk and adapting milk.
+ The extra services cost: such as: doorstep….
+ The demand of the consumers : The more demand is, the higher price the processors can sell at.
+ The competitors’s prices: sometimes, for the competitive reason, the price can be changed following to the competitors’s prices.
+The characters of customers : such as price- sensititvity, habits and lifestyles,…
At the stage 4: In this stage, the producers sell directly their milk to the consumers. The price of milk is influenced by:
+ The production cost.
+ The quantity and the quanlity of milk.
+ The number of their customers.
2.2. The kind of pricing strategy that the supermarkets are using for milk is the mix of the Perceived-value pricing and the Going-rate pricing.
+ The perceived-value is the method of which forcus on the buyer’s perception of product value, rather than on the seller’s costs.
+ The Going- rate pricing is a pricing method that forcus on competitors’ prices rather than on cost or on demand.
“ The mix “ means: The supermarkets’ milk prices will be adjusted follow to the competitors’ prices ( Proof: The supermarkets still watch each other’s milk prices carefully and try to match them. If one breaks ranks, the others soon follow ) and the adjusted prices still must be suitable for the customers’ desire ( they try to make the milk price so cheap to encourage the buying from the customers ).
In the past, the supermarket concerned only about customers’ demand or only followed to the competitors’ prices, but now, the supermarket must care not only customers’ demand but also competitors’s price because of the strong competition.
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The differences are the splitting up of Milk Marque likely to make to the marketplace: