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Advertising, Packaging & Branding
under the brand name
Danish Klassic v/s Puck
Buy more TV spots
is something that stands for
Any animate or inanimate object may be a basis of symbolic association
Most symbols are not universal; they may be understood and used by a large part, but not all
Symbols works as a powerful means of suggestion and evocation
Symbolic attributes are linked to product design and packaging
The symbolic attributes of the brand are strongly linked to the brand image
In Saudi Arabia:
(National colour)- symbolises life and nature
- symbolises purity and peace
In the Middle East
is a protective colour - Mosques
Colour testing for LOGO
have similar meanings
Paired colours for Logo –
hold different meaning across countries
Blood is only seen when someone is bleeding, The bleeding is the evidence of the injury or suffering
Blood flows in the the body; blood is the essential fluid; it is thanks to blood that life exists
Country of origin: DENMARK
STANDARDISATION AND ADAPTATION
STANDARDISATION is an international marketing strategy for using basically the same products, advertising, distribution channels and other elements in the marketing mix in all the company’s international markets
ADAPTATION means adjusting the mix elements for international target markets
Key issues is not whether to adapt or standardise, but how much adaptation is necessary and to what point a product can be standardised
The Company tried to standardise products attributes
Reasons behind ‘PUCK’ for winning back lost market share
Advertising – “Spoilt Cow”
Made in label - produced locally is better (Riyadh)
Distribution - Big Supermarkets and retailers
Hired trained professionals in management
Failure of Danish
Point of sale
Branding & Packaging
Targeted customers – Women,Children,Youngster ( as Saudi Arabia is known as young nation)
Market decision 4 P’s:
Promotion, Price, Packaging, Place (distribution)
Marketing strategy – Push strategy
Promotions and Advertisements
Shopping malls, Supermarkets, Grocery stores
Distribution- Intensive, Exclusive, Selective.
T.V. commercials – should be visualized during the period of breakfast.