Branding, Pricing and Distribution Assignment Example | Topics and Well Written Essays - 1250 words - 1

Branding, Pricing and Distribution - Assignment ExampleBased on psychographic variables, BEVRET offers a drink not just to quench thirstiness but as a lifestyle bever long time. Thus the beverage should be promoted as a drink that stirs imagination. The tagline for the brand should be Drink fresh remain life Or, we love to see you live This is meant to attract people who want to really live and not just exist Brands are sold through with(predicate) with(predicate) feelings and the brand should be able to create an emotional link between the consumer and the brand (Moorthi, 2004). The logo should be trendy and carry the flavor of the new age and be futuristic. It should feature in all headways of communication. Since most popular brands in Europe have been selling for a long time, BEVRET should create a point of differentiation in packaging. This differentiation is essential as the product will sit on the shelf with probably ten other products. It should use atomic number 10 col ors in packaging because color is the first touch point with the customer. Color influences emotion and the first point of interaction is shaped by color. astir(predicate) 60-80% of the purchase decision is ground on product color (Markowitz, 2010). Neon colors are bright and attract immediate attention. Apart from color, packaging should as well as focus on the container in which beer is sold. If the container roll in the hay be made of a material that can be used to drink beer as well, small sheaf containing one serving of beer, it would serve multi-purpose, benefit the customer, benefit the environment and also be cost-effective for the come with. To enhance branding, BEVRET should have strong activity on the tender media. Europeans are sport lovers and hence sponsorship of sports can enhance brand value. In addition, as the social media is the most popular promotional tool, BEVRET should invite online discussions on little documentaries created on sports personalities. I ts tagline and logo should be included in all its mails that go viral. The tagline should become the point of identification for the brand. In addition, the brand should associate with leading restaurants and pubs, and participate in events such as Valentines Day. Promotion material can take the form of messages made viral through the social media. The events should be promoted through the social media and special beer offers should be made for those purchasing coupons through the social media. Promotional brochures should also be placed at all convenience stores, at the local gyms, pubs and social clubs. These brochures can carry limited validity coupons as a market entry strategy, offering discounts. Initially for the first few months, the company can distribute free t-shirts with BEVRET logo and tagline with a certain amount of purchases. Pricing Pricing decision includes profit margins, discounts, margin for retailers and wholesalers. It also has to be based on product demand an d competitor price. Competition is high and the beer market is concentrated and hence the pricing has to consider competition pricing. When the brand value increases, pricing can be increased but initially to capture a sizeable market, pricing should be kept low. At the same time, discounts can be offered in markets closer to breweries as the transportation costs would be low or negligible. Within Europe beer prices differ across regions and countries. The variation in prices can be considerable and these variations occur because of cost variations as well as the ability of the brewers to price discriminate (EconomicsOnline, 2011). If certain necessary conditions are