Marketing Simulation- Product, Branding, and Packaging: The Upcycled Dog
Where should we focus our efforts first?
Branding
____is the value a firm derives from consumers' positive perception of its products
Brand equity
What do we need for a successful branding strategy? 1. Create a consistent branding messaging
2. Create a consistent brand image
3. Capture feedback
4. Deliver a quality product
How do you suggest we reach out to my customers to receive this feedback?
Email a survey to email addresses collected at the time of purchase
Which two factors rated high on the survey and represent that The Upcycled Dog offers good products?
1. Customer satisfaction
2. High quality
Now that my most successful retailer is closing, what would you suggest?
Focus your attention on expanding the online store
Is it okay to keep running this ad with the old slogan in order to save on marketing cost, or do we need to make a new ad?
Yes, we need to create a new ad and take down
this old one immediately
Why do we need to replace the ad?
It doesn't reflect your brand. You won't reach all of your target customers.
Looking back at the survey data, what are the two
main associations that customers made with the Upcycled Dog products?
1. Sustainable
2. Stylish
What slogan would align with customer feedback
and strengthen the brand for the Upcycled Dog?
Save the world one well-dressed dog at a time.
From the packaging options, which do you think would be the best for the Upcycled Dog at this time?
Enviropack
What should Marco do next?
Make an announcement to his customers outlining the plan of how The Upcycled Dog will work toward 100% sustainable packaging over the next three years.
Would it be a good idea to share this article or not?
Share the article, highlight how your products and packaging is sustainable, and show how you are always improving to continue going green
