Sometimes Brands Need To Be Repositioned In The Market

1200 Wordssometimes Brands Need To Be Repositioned In The Marketplace

Sometimes, brands need to be repositioned in the marketplace for a variety of reasons, from gaining new market share to creating an image. You have suggested this during your previous meetings with your client over the last few weeks. As the marketing consultant for your client’s brand, the management team has requested a draft of the marketing plan proposal. Some of the information you already know from working with your client for a few months. Other parts you will have to research and create now.

You will have your colleagues and the client review most of it before completing the final sections of the plan and submitting it to the client for final review. The first draft of the marketing plan must include the following sections: Situational Analysis: Include the current industry, market size, growth potential, competitive environment, and future opportunities. Product Positioning Strategy: Choose a positioning strategy for your product designed to change the perception of the current product by the targeted customer group. Customer Profile: Include the details related to your customer’s demographics and psychographics. Marketing Communications: Include 1 message appeal by designing an advertisement for your target market and 1 communication channel for delivering the message to your target market(s). Explain why this message and media matches your target market. Distribution Placement Strategies: Include at least 2 distribution options/channels to get the product to your customer. Explain why you chose these channels. Part 2: Deliverable Length: 600 – 800 words Based on feedback from your colleagues and client, you must do the following: Revise and finalize the 5 sections of the marketing plan that you already wrote. Add the following 2 sections: Global Opportunities : Select 1 country where the product could be successful. Explain how your product could be expanded into the global marketplace by writing a 300 – 400-word narrative that justifies the following: The country’s current marketplace and competitive environment The country’s economic situation 1 cultural value that matches your home country’s product values 2 demographic characteristics of your proposed target market The recommendation for expanding into the selected global market; a general statement that toplines the research conducted Executive Summary : Write 150 – 200 words highlighting key points about the plan. It should act as an abstract that explains to management the current marketplace and customer market. It should outline major sections of the plan. Your final marketing plan should include all of the following sections: Executive Summary Situational Analysis Product Positioning Strategy Customer Profile Marketing Communications Placement Strategies Global Opportunities

Paper For Above instruction

The necessity for brand repositioning arises from evolving market dynamics, shifting consumer preferences, and increased competition. When an existing brand no longer aligns with its target market or fails to differentiate itself from competitors, it may require strategic repositioning to regain market relevance and improve profitability. This comprehensive marketing plan outlines the strategic steps necessary to reposition the brand effectively, addressing key aspects such as situational analysis, target customer insights, tailored communication strategies, distribution channels, global expansion opportunities, and executive summarization.

Situational Analysis

The current industry landscape for this brand resides within the competitive consumer goods sector, characterized by rapid innovation and shifting consumer trends. The market size is substantial, with significant growth potential driven by increasing demand for sustainable products and digital engagement. The competitive environment is intense, with key players investing heavily in branding and innovation to capture market share. Future opportunities include leveraging emerging technologies, expanding e-commerce capabilities, and entering niche segments that align with evolving consumer values. Understanding this context is vital for crafting strategies that position the brand for future growth.

Product Positioning Strategy

To reposition the brand effectively, adopting a value-based positioning strategy that emphasizes sustainability, quality, and innovation is essential. This approach aims to reshape customer perceptions, aligning the brand with modern consumer values and differentiating it from competitors. The strategy involves repositioning the product as environmentally responsible and technologically advanced, appealing to eco-conscious and tech-savvy consumers. Reinforcing this message through storytelling and brand imagery will help embed these qualities into consumer consciousness, fostering loyalty and brand affinity.

Customer Profile

The target customer demographic primarily consists of Millennials and Generation Z consumers aged 18-35, living in urban and suburban areas. Psychographically, these consumers are environmentally aware, value-driven, tech-oriented, and seek products that reflect their personal identity and social responsibility. Geographically, they are concentrated in regions with high internet penetration and sustainable lifestyle adoption. Understanding these demographics and psychographics facilitates tailored marketing strategies that resonate with their values and lifestyle choices.

Marketing Communications

The core message appeal centers around "Innovating Sustainably for Your Future," emphasizing the brand’s commitment to environmental responsibility and innovative solutions. An illustrative advertisement targeting environmentally conscious young adults would feature vibrant visuals of eco-friendly products in everyday settings, showcasing modernity and responsibility. The chosen communication channel is social media platforms, such as Instagram and TikTok, which have high engagement rates among the target demographic. These channels suit the message and audience because they facilitate interactive storytelling, community engagement, and real-time feedback, making the brand more relatable and accessible.

Distribution Placement Strategies

Two primary distribution channels are recommended: e-commerce platforms and specialty retail stores focused on sustainable products. The e-commerce channel offers convenience, broad reach, and cost efficiencies, essential for capturing the tech-savvy younger demographic. Specialty retail stores align with the brand’s image by providing an experiential environment for consumers who prioritize sustainability and quality. These channels allow the brand to control branding messages, enhance consumer experience, and establish an eco-conscious positioning in the marketplace.

Global Opportunities

Expansion into the German market presents a compelling opportunity due to its mature eco-conscious consumer base and strong regulatory support for sustainability. Germany's marketplace is highly competitive with an existing infrastructure for eco-friendly products, alongside a cultural emphasis on environmental responsibility that aligns with the brand’s values. The country’s robust economy, characterized by stability and high purchasing power, enhances market potential. The cultural value of environmental stewardship is deeply ingrained, matching the brand’s sustainability message. Demographically, urban young professionals and environmentally aware consumers aged 20-45 constitute the primary target segment. Expansion into Germany would involve leveraging local partnerships, highlighting sustainability credentials, and adapting marketing messages to resonate locally, capitalizing on the country’s existing affinity for green products.

Executive Summary

This marketing plan aims to reposition the brand in response to changing marketplace dynamics through strategic analysis and targeted communication. The plan begins with a comprehensive situational review, highlighting industry trends, market size, growth prospects, and competitive forces. The core Repositioning strategy focuses on emphasizing sustainability and innovation to alter consumer perceptions. The target customer profile centers on eco-conscious Millennials and Gen Z consumers in urban settings, with tailored marketing messages delivered via social media and supported by e-commerce and specialty retail distribution channels. The plan explores global expansion, with Germany identified as a promising market due to its cultural and economic affinity for sustainable products. The overarching goal is to reinforce the brand’s relevance, expand market share, and establish a leadership position in the sustainability-driven market segment.

References

• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Reynolds, J. (2018). Marketing Strategies for Sustainable Products. Journal of Business Ethics, 150(2), 345-359.
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• Porter, M. E. (1985). Competitive Advantage. Free Press.
• Rogers, E. M. (2003). Diffusion of Innovations. Free Press.
• Schiffman, L. G., & Kanuk, L. L. (2014). Consumer Behavior (10th ed.). Pearson.
• OECD. (2022). Germany Economic Outlook. Organisation for Economic Co-operation and Development.
• Global Green Growth Institute. (2021). Opportunities in Sustainable Markets. GGGI Reports.
• Statista. (2023). Market Size and Forecast for Sustainable Products in Europe. Statista Research.
• European Environment Agency. (2022). State of the Environment Report. EEA Publications.