Mudaser ali chowdhury

Question: compare two competing brands. Discuss their brand element. Which do your prefer

and why? Refer to the importance of brand to consumer.

Samsung is known globally for its electronic products and it is one of the successful brands in

the electronic industry. It is an established company almost all around the world. Samsung

Electronics is a South Korean multinational electronics and information technology company

headquartered in Samsung Town, Seoul.

Apple Computer, Inc. is an American multinational corporation that designs and markets

consumer electronics, computer software, and personal computers. The company's best-known

hardware products include the Macintosh computers, the iPod, the iPhone and the iPad. Apple

software includes the Mac OS X operating system; the iTunes media browser; the I Life suite of

multimedia and creativity software; the iWork suite of productivity software.

Brand Elements

Logo: Apple’s distinguishing symbol is the apple with a bite taken out of it. Although their logo

has changed since the 70’s (the rainbow apple to the monochrome apple), the effect on

customers is the same. Once they see this icon on a product, that product is

associated with all of the perceptions of the Apple brand, such as quality and

innovation.

Packaging: Apple’s products are packaged in very simple boxes that are designed to connect

with the consumer. On the outside, the design of the boxes is very plain and usually only features

a picture of the product. It is opening the box for the first time that makes the package special.

There is a department within the company those are specialize in the

designing, packaging and testing which ones elicit the perfect

emotional response on opening.

Slogans: Apple utilize its variety of slogans to promote their products, for their each product line

they have different slogans which describe their importance, benefits, use and creativity of that

product and it does so in creative fashion, Several of their slogans often emphasize the

innovation of their products. For example, as they use for their App store that "Your iPhone gets

better with every new app." the other best example is which they use for their ipad is "Thinner,

Lighter, Faster, Face time, Smart Covers.

SAMSUNG BRAND ELEMENT

Logo: Two character distinguish the Samsung logo from other companies logos, first is the

figure is turn around ten degrees from the x-axis, which presents a sense of dynamic tension. The

second character is the brand’s name “Samsung” which flashes out from the figure, this clearly

dissect it and give the impression as if the out shape is a spotlight for the clearing and defining

the brand name .

Packaging: The packaging of the Samsung Galaxy S III is not that great, but it isn’t bad either.

Not that it matters but products from Apple and Google have been so neatly and impressively

packaged I was expecting the same from Samsung. I was spoiled by these two companies so

much so that when I held and opened the packaging for the Samsung Galaxy S III, I was a bit

disappointed. Just a bit. I was expecting something fresh and creative since the Galaxy S III is

the flagship phone from Samsung and we all know how big the company has grown over the

years.

Slogan: “Inspire the world, Create the future.”

My preference is more over apple devices. Apple has limited category product my preference

only specific with iPhone rather than Samsung galaxy s4. The brand value always strike in my

choice. Apple has brand value all over the world with their high quality, design and innovations.

The iPhone’s brand image always found as strength, favorability and uniqueness of those

associations.

Customer judge the apple by keeping the view 4 things, quality, credibility, consideration and

superiority. Products of apple have good quality and it is one of the most trusted brands in the

world. Being innovative is its core competency and it has definitely caught the attention of the

customer. Apple as a brand is very close to its customers and has been able to give them what

they want with very close accuracy. This has created a high level of consideration for the brand

with the customers. And it is also the most superior brand in the world.

The Apple brand spread out feelings of fun, excitement and pride. People who own Apple

products always look forward to using them with a lot of enthusiasm. The brand through its

advertising has created an image of being diverse and colorful. This has been deeply etched in

the minds of the customer.

Question 2: Choose any automobile brand and explain its point of parity and point of

difference. Explain one each point on its desirability criteria and deliverability criteria.

Also explain one attribute and benefit trade off.

PERUSAHAAN OTOMOBIL NASIONAL BERHAD or PROTON was incorporated on May 7,

1983 to manufacture, assemble and sell motor vehicles and related products, including

accessories, spare parts and other components.

Points of Parity (POP)

Points of parity associations (POPs), according to Keller (2008), are not necessarily uniquely

attached to one brand but may in fact be shared with other brands. PROTON has managed to

achieve category points of parity with its car models extension. PROTON cars have always

portrayed themselves as one of the competitive market leader in the local automotive industry

with its different car design accommodating to different target market. As a car manufacturer

and distributor, PROTON has been able to satisfy its consumers in producing cars that meet the

minimum requirement at generic product level and expected product level in terms of its

performance, quality, price and design, which allow them to compete with others in the

automotive market.

Points Of Difference (POD)

According to Keller (2008), point of difference (POD) refers to attributes or benefits that

consumers strongly associate with a brand, positively evaluate, and believe that they could not

find the same extent with a competitive brand. PROTON stands a strong POD as it appears to be

the first national car manufacturer, followed by Perodua. This has differentiated them from the

various cars marketed in Malaysia.

Desirability: It was found that the proton possessed attributes that overall were desirable to

respondents in general. The one of most desirable attributes of the proton were: “innovation”

Relevance: The proton most relevant attributes amongst among customers in general

were found to be ‘innovation’. Proton keep maintaining their car categories with verity.

Proton understand their brand value towards customer and they keep producing the

customer desirable cars among proton all production nowadays most selling car Proton

Prevé which make huge sale in year 2012.

Deliverability: Deliverability is high in terms of the top 2 preferences of consumers: quality and

innovation. Although not highly important to consumers are highly associated with the proton.

Sustainability: Proton Malaysia first automobile company. Customer has their own

comfort zone with proton brand. Proton bring Malaysia automobile industry in different

level and provide customer best value car.

Question 3: Discuss the reason why the integrated marketing communication approach is

becoming popular among marketers. Do you think the growth of IMC will continue? Why

or why not?

Integrated marketing communication is an approach to achieve the objectives of marketing

campaign through a well-coordinated use of different promotional methods. Integrated marketing

communications recognizes the value of a comprehensive plan that evaluates the strategic role of

a variety of communication disciplines advertising, public relations, personal selling, and sales

promotion and combines them to provide clarity, consistency, and maximum communication

impact.

Integrated marketing communications has become so popular due to several reasons. First of all,

the development and diffusion of digital technology across the entire spectrum of business

operations has made it possible for companies to fully understand their consumer.

In today’s world, anything can be copied and duplicated. Private labels explode their sales which

show that brand is the new form of competition. There has been an increasing emphasis on the

brands and branding as the major competitive differentiating tool.

Brands need rethink their communications across national boundaries to create unified,

consistent and integrated brand strategy. Besides that, the increasing focus on

multinationalisation and globalization as marketers spread across the traditional geographic

boundaries in a world where brand operates 24 hours a day leads to the growth of integrated

marketing communication. Only integrated marketing communication can bring some clarity and

help finding a balance between global and local differences.

As IMC is growing throughout these years, it is believed that it will continue to grow as the

technology grows. There is no end towards the growth of technology and so does IMC.

Marketing is all about providing someone with enough information so that it will cause them to

make a purchase decision. Integrated marketing is often referred to as the underlying strategic

component of the marketing planning process.

Integrated marketing provides people with the flexibility that a more traditional marketing

approach does not in that it offers the opportunity to do more than might otherwise be expected.

It allows us to determine exactly what should and should not be included in the marketing mix

for any given situation. It does not only help us to develop our own strategy, it requires us to take

a more active role in the marketing mix development process that brings our brand to a higher

level.

Integrated marketing can grow as it creates competitive advantage, boost sales and profits, while

saving money, time and stress. IMC can boost sales by stretching messages across several

communications tools to create more avenues for customers to become aware and ultimately to

make a purchase.

IMC is a tool of saving as many organizations would definitely want to cut cost in their

expenses. It saves money as it eliminates duplication in areas such as graphics and photography

since they can be shared and used in advertising, exhibitions and sales literature. IMC wraps

communications around customers and help them move through the various stages of the buying

process.

Reference

1) PROTON’s Annual Report 2009.

2) Kotler, P. and Keller, K.L. (2009). Marketing Management (pp 53, 77-84) New Jersey:

Pearson Prentice Hall

3) Apple Blog: http://theappleblog.com/2009/08/12/iphone-market-share-up-again/

4) Dr. R.K.Uppal . (2012). integrated marketing communication. In: customer relationship

management. india: Dr. R.K.Uppal. 78-79.