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 thirst but as a lifestyle bever ripen. thereof the beverage should be promoted as a drink that stirs imagination. The tagline for the brand should be Drink fresh peppy 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 feelings and the brand should be able to create an steamy 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 points of communication. Since to the highest degree popular brands in atomic number 63 have been marketing for a long time, BEVRET should create a point of differentiation in packaging. This differentiation is essential as the harvest-time will sit on the shelf with probably ten other products. It should use atomic number 10 colors in pa ckaging because color is the source touch point with the customer. Color influences emotion and the first point of interaction is shaped by color. About 60-80% of the purchase decision is establish on product color (Markowitz, 2010). Neon colors are bright and attract immediate attention. Apart from color, packaging should similarly focus on the container in which beer is sold. If the container can be do of a material that can be used to drink beer as well, small package containing one serving of beer, it would serve multi-purpose, gain the customer, benefit the environment and also be cost-effective for the company. To enhance branding, BEVRET should have strong activity on the neighborly 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 short documentaries created on sports personalities. Its tagline and logo should be incl uded 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 enter 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 buying 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 penetration 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 and competitor determine. 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