The success of a product or a company in the marketplace is highly dependent on

Question

The success of a product or a company in the marketplace is highly dependent on the target markets ability to distinguish a given product from another. One way this is accomplished is through branding. When it comes to branding, companies must make complex decisions that will have a prolonged effect on the perception of the product and company in the marketplace. In this discussion, you will discuss product placements based on brand name marketing in the film industry.

Scenario:

Product placement deals have been a common practice in the film industry for quite some time, but the focus on placing popular brands in movies and television shows was never as important as it is today. To execute this Discussion, watch one of your favorite television shows or a recent popular movie and discover a brand of a product that is featured in the plot of the story. Pay close attention, sometimes it can be tricky to identify a popular brand being featured if your mind is not consciously looking for it.

1. Identify the television show or recent movie you watched, and introduce the brand of a consumer product that you found was featured in the plot of the story.

2. Discuss the type of consumer product (convenience, shopping, and specialty, unsought) you identified in the plot of the story. Explain your answer.

3. Discuss how the television show or movie increases or decreases the brand equity of the product.

4. Describe the brand strategy of the product you identified within the plot of the story

Explanation / Answer

In the above discussion, there are many points that are need to be addressed first.

Branding :

Defination : The way in which the company tries to create a unique style, name and image for a Product in the Market .This is done by Advertising campiagns with a consistent theme.Branding helps to eastablish a significant way to attract and retain customers for longer period of time. Brand is a special name term or a unique symbol used by a company to stand disguished in tha market among its coompetitiors.

Brand Positioning :

Defination : Brand positioning is a marketing strategy that helpsthe company to create a special place in the market.This helps in creating an identity in the cunsumer's mind.It helps in giving a identity and creating a proper brand image that stays longer period of time in the mind of the customer.Its a key to marketing strategy. Once the brand is posotione dquite well in the system than it strives to retain that impression by Product Positioning.

Brand Strategies:

Defination: TheBrand strategy helpts the company to create a image in customer's mind. It sets a creative , social and moral steps that the brand will take to create he customers that makes the business go forward.

The 5 effective qualities of Brand Strategies :

Product Postioning :

Defination : Its a unique marketing technique used to present products in the best possible way to attract targeted audience. Early steps involve market segmentation. This helps in choosing a better target area to postion the product. It works on the mind of the customer.

Covert advertising :

Its a ideology basically used to flim makers to advertise a known product available in th market. These tactics are used by company to gain popularity of there product and to make audeince get attracted to product.

This advertising is done in a part of a flim by the Hero of the movie .

1) The recent Movie in which i Observed this type of covert advertising is Chennai Express 2014 (Sharauk Khan and Deepika Padkone).The plot of the story, the scene in which the herione asks the hero'sphone. Hero descibes the product.He introduces the brand name NOKIA and the latest phone with all its features.

2) In the movie Chennai Express, Hero Starts to talk a "Phone ". Nokia Brand Phone of 34,999/- rupees only. He keep son describing the product ( PHONE) when ever the herione asks his phone for making a call to her friend. Hero tends to keep stressing the brand and the specifications of the product . This made the people in the Theatre who has that particular branded phone shout and enjoy the scene more interestingly.

3) Sharuk Khan is a well known versatile actor in Bollywood. A product that is being advertised by him certainly gains tremendous response. The brand gains superior market value. He keeps describing the phone and its features. There is very postitive response regarding the phone after the movie. They say the sales have increased much higher than any other product in that particular time zone.

4) The Brand strategy of the product that I identified in the plot of the story is Covert advertising. The introduction of the brand is done by a hero, in between the story lines. The intro scene created comedy , which stays a longer period of mind in the minds of the auidence.

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