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Marketing Case - Viking range kitchen appliances

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Introduction

Aleksandar Stojisic Viking range kitchen appliances Branding Evaluating Vikings brand image include several points such as brand equity and financial value. First of all a number of points regarding the brand name selection will be taken into consideration. Benefits and qualities: A brands name should have a relation to its benefits and qualities, ?Viking? as a brand name signifies to the general public something with a legacy, something of value in other words. The name also suggests a high quality product because of the historical connection to the Vikings therefore logically the product has been branded a niche with a mission to be a part of the world?s cutting edge food movement. Pronunciation: Easy pronunciation also make a brand easy to recognize and remember, this definitely includes Viking. Distinctiveness: The brand name must be distinctive for the same reasons as the above. The Viking name is not distinctive since plenty of books, movies, toys as well as its historical meaning occur with the title Viking. ...read more.

Middle

Width(number of different product lines): Viking provides for 5 different product lines, Viking professional, Viking D3, Viking outdoor, Viking commercial, Viking culinary. Length (total number of items): Viking has several items divided into categories with in the product line such as cooking, ventilation, Carts and Cabinetry and refrigeration. Depth (number of versions): Most of Vikings product has more than one version such as three versions of ovens (Burner, Gas and Electric). Consistency ( relation between product lines): Viking has a strong relation between its product lines they all serve one purpose which is cooking. If Viking wishes to expand its business then it can increase in one of the four dimensions. It has already introduced new items increasing its length but I would recommend Viking to pursue less consistency, to strengthen its position in other fields. This also seems to be Brand Development Strategy Vikings brand development strategy has been to introduce new product categories while maintaining the existing brand name. ...read more.

Conclusion

Viking could employ the geographic variable, due to their main customer group it is limited for Viking to make profit everywhere in the world. This is why they should stay away from for example, poor areas since they have upscale and expensive products. Viking should also employ the Demographic variable, most importantly the income factor should be addressed since Viking is an expensive product. Vikings competitive advantage Vikings competitive advantage has definitely been differentiation due to their focus on their brand identity as a culinary company which has helped Viking attract attention. Fred Carl says "I reminded our people that we were a culinary company, not a manufacturing company, and that was going to make Viking different". Psychographic and Behavioral variables could also be employed where social class, benefits and loyalty status would be relevant for Viking. Target market strategy Viking has chosen Concentrated (niche) marketing due to its price level and due to value proposition being ?more for the same?. It is also stated in the article by Fred Carl that they wish to be a niche product. ...read more.

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