Bel Brand Case Study Help
Pros
Through this approach, the company has earnedan increased revenue in other markets and considered it to be profitable.The team is experienced in developing this product positioning to the end customers. This positioning strategy can capture the whole family, which will increase the sales market automatically.
Cons
In the United States, the trend of Low-crab and healthy food has emerged, which has createda number ofhealth-conscious customers.This positioning approach is a local approach, which was initially adopted by the French market and then applied in other areas. In the United State, the trend has changed.
Solution: 2- South Beach Positioning
The second solution proposed that the company should position its products as prescribed by the South Beach as a healthy food.
Pros
In the United States, the trend of Low-crab and healthy food has emerged, which has created a number of health-conscious customers. Thus, this positioning can attract all health-conscious customers.
Cons
The United States’ market is more competitive and there are chances of a number of potential healthy food providing companies’emergence, which could make the competition fiercer with this positioning. It would not be considered as a unique strategy.
Solution: 3- Differentiation and Unique New Positioning
The third solution proposed that the company is that it can adopt a unique differentiation strategy, which requiresunique taste, high brand quality and other values.
Pros
With the help of this differentiation positioning; the company candevelop its own identity and an autonomy in the US market. The advanced marketing tools would help the company in attracting a larger number of customers.
Cons
This would require a huge investment for mass marketing and developing a unique differentiation strategy, throughout the Unites States. It would be difficult to attract a larger numberof loyal customers. In addition to this, the stakeholders will be dissatisfied because of different positioning in different markets.
Implementation Plan
After investigating all the information with the help of theories and analytical tools; it is recommended that the company should adopt the third option, which suggeststo develop a new unique differentiation positioning for marketing the Laughing Cow Brand in the United States.The implementation plan requires a number of steps to be taken, in order to complete the cycle. Firstly, the company should develop a new positioning strategy by applying unique taste designs and quality in the product. The company should develop an effective mass marketing strategy, which would attract the existing as well as the potential new customers, effectively. Then, the company should develop a long-term relationship withdistributors, grocery retailers and shopkeepers, in order to access a larger number of potential markets.(See appendix 4).
Outcomes of the Proposed Solution
If the company adopt the third option, then it would be able to generate increased revenues by approaching the potentialcustomers. The number of sales volumes would increase, whichwould require a mass and gorilla marketing tools. The company can develop its own identity and an autonomy, by leveraging more taste and quality in its products being offered in the US market. This approach would enable the company to compete with its competitorseffectively, and acquire a wider market share. In order to cope up with the fierce competition; the new positioning strategy is effective, because it will create brand loyalty among the customers and the product’s sustainability..................................
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