Intro to Pro Communication #2

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LECTURE 2 BRAND PORTFOLIO QUESTIONS

  1. Lecture 2 highlights the difference between the 4 P’s and the 4 C’s.

The Marketing Mix

The marketing mix is the necessary building block which allows the promotion of a successful product. Contemporary marketing states “the branding strategy is the core of product strategy. Promotion is done around the brand; price is also set on the basis of its brand; even place also focus on the distribution of brand”. 1 Therefore in order to successfully promote a product all aspects of the marketing process must be achieved to reach its potential. These aspects follow:  

  • Developing the product
  • Pricing it
  • Promoting it
  • Deciding which place or places the product will be distributed.

Product:

Product is the main influence of a consumers experience when purchasing a brand due too two reasons. Firstly, through the product the consumer has to form perceptions about the product. For example aspects like quality, value for money or durability are considered. “The attributes of the product quality can vary from category to category”. 2 Therefore there will be inconsistencies between customers. In regards to Pioneer’s Casual shoes they incorporate performance features of the products.  Quality, durability and reliability are Pioneer’s main goals with added survivability of the product such as style of the shoes. These are all defining the qualities of Pioneer shoes.

Relationship marketing also influences the consumer experience towards a particular brand. It is based upon the idea that “current customers are the key to long success of the brand”2

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The Last Chance Corporation has conducted a strategy of producing a high quality shoe that satisfies multiple audiences in order to achieve a wider export base. Combining a high quality casual shoe with attributes of functionality and performance in order to suffice needs of durability and comfort-ability    

Through the use of the marketing mix Pioneer has delivered a perceived high quality product with value that reflects the consumer.

Customer:

Pioneer is a brand that is regarded as a professional shoe. Therefore they target people seeking for a product with admirable functional and well ...

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