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Archive for the ‘Trademarks’ Category

Carma Labs incorportated sold only lip balm and WD-4C company sells only spray lubricants, although these two examples, there are few firms that rely on a single product, on the contrary, most of them sell more products . The set of assets that a company offers to the public is called the product mix.

The structure of a mixture has breadth and depth. The amplitude is measured by the number of lines it sells and its depth range of sizes, colors and models included in each of the lines.

Product Line eight is a large group of products that are designed for applications that presents essentially similar physical characteristics also similar. The company designed a line of products in various forms such as: Robin company with its line of products that syrup ROBITUSSIN pediatric drops flavored cherry on the same brand but with different functions but with different packaging. A large supermarket all brands of cough medicine is not only ROBITUSSIN, represents one of many product lines it sells.

Strategies for the product mix.

The point is that if you want to succeed in marketing, both manufacturers and brokers, need carefully planned strategies to manage its product mix.

Product Positioning:

The company’s revenues and profits depend largely Medici, the ability of executives to draw attention to the product and differentiate it favorably from other similar products. From there the need to carry out the positioning, ie creating a product image projected in relation to competing products and the company.

Positioning in relation to a competitor: Read the rest of this entry »

Three Key Questions for Business Management
The new challenges facing the commercial management of innovation require high doses for strategies to be implemented from becoming successful.

The analysis of the changes that are occurring in the field of marketing and its impact on the results, shows the distribution sector as the biggest change within the context of other changing.
The following are key questions that now assail the whole business management that seeks to be efficient. Try here to give some answers.

How should my business organization in terms of staffing and operating model to drive the concentration of shopping and the globalization of customers?

Companies operating in countries where the process of concentration and globalization of its customers are already well advanced, have changed their business structures to incorporate new features and changing the role of some of them are considered as stable.

Not all companies apply the same criteria in reengineering their business structures. Through our constant contact with many of them, we have seen different approaches:

In companies implementing global marketing strategies or regionalized (country group), the heads or managers of brand / product have been moved towards the trade marketing.

In others, the comprehensive conception of the role of account executives, has led them to assume responsibility for the market share of products / brands handled by customers in their care, as well as on operating profitability that is obtained thereof. In several cases, these executives act as trade marketers.

Finally, we note the emergence of the role of “category manager”, particularly in markets where private label or show strong growth potential. The role is focused on supporting customers in developing product categories where the company operates. The implementation of this role apply all the techniques of so-called “consultative selling.”

Moreover, the operating mode of the sales force and planning models and management control show a high degree of professionalism. Management is scheduled on a commercial operating plan leading marketing strategies at a tactical level and framing the actions to perform. Read the rest of this entry »

Sometimes the use of Twitter can be confusing for the big brands, because this network is understood as a network focused on people, not companies. However, it may be helpful is sufficient for large companies.

A few days ago Mashable published six success stories about using Twitter: Ford, Zappos, Virgin America, Jet Blue, The Whole Foods and Pams hotel in Las Vegas. These six brands developed strategies for this network and the results were quite positive. Here are the cases published by Mashable.

As a person, not just a logo-@ Ford
Monty Scott is the head of social networking for the Ford Motor Company, and for many, the face and personality of Ford on Twitter. @ ScottMonty your account has more followers than @ Ford, the official account of the company. Monty to know you realize it is so successful in his work: he believes in the company. “One of the reasons why it works so well is because I did not do it just because it’s my job. I really believe in what the company is doing, from products to leadership. The reason why is because I took the job was something I was with my personality. I think one knows when a person is doing something because it is their job and when you actually believe what he does, “says Monty. Read the rest of this entry »

Given the potentially critical role that a brand can play in the development of a business is very important to select based on real considerations, taking into account the central role it should play. The brands selected by chance end up being inadequate or improtegibles in other countries and often in local markets.

There are some strategic considerations that must be taken into account from the beginning when selecting a brand, to determine whether it requires a strong brand, whether it is sufficient with a suggestive and if required a significant investment in advertising. Among other aspects can be considered:

- If the new product is innovative or not:
If it is an innovative product, it can develop a brand to associate with their characteristics. If the product by the reverse is not innovative, the mark must have the function of highlighting it against competing products, so this should be a strong brand.

- Education International Product and brand:

Due to globalization of the economy and opening of markets and media, products and brands they buy international calling them apart very soon, unless concerned eminently brands with local or national (products traditional or cultural). This consideration should be taken into account to avoid loss of time, money and business.

A product with a clear international distinction must be made with a strong brand.

Strong brands internationally common characteristics:

The same brand in all countries use the same presentation or packaging, similar segment of the market in each country and development or similar specifications.

- The product is expected to generate new product lines or is part of a range:

For lines of products (cosmetics, toiletries, etc..) Or ranges (different kinds of carpets or sanitary ware) is advisable to use one brand, rather than adopting a brand for each product and accompany it with the reference product. The use of a common brand significantly reduces the cost of packaging design, launch products to market advertising, promotion, distribution and brand development.

- Nature of protection:

If the new product may not be reproduced by competitors because there is another type of intellectual property rights such as patents, industrial designs or utility models, there is little chance that there are competing brands on the market, making marks with descriptive components or less protection may be accepted. If instead it is expected a strong competitive response, the brand must be strong.

Not necessary to completely invented brands or fantasy in the style of Kodak or Xerox, and certainly few companies have large budgets to create brands in this class. The marks are in line with the suggestive signs or creating an association of ideas may be a good option and in fact most are of this class. The important thing is that the brand fits the needs of the employer. Distinctiveness is the strength of the brand and even though you may spend on advertising in the beginning is very likely then hold a monopoly on the brand.

Two entrepreneurs built a business that allows companies to re-create their brands in scenarios that link the brand with the environment and nature.
Employers have realized that the poor sales of the future depends on working in positioning and brand awareness generated in the present. This implies not only compete for a higher sales volume, but also to occupy a space in the minds of consumers.

Ricardo, business manager, and Mauricio Agudelo, a surgeon, understood this reality and combined their experience in advertising and ornamental fish to enter the world of communications with a new proposal to offer companies the development of natural brand perceptions , conscious and responsible to the environment through a friendly advertising channel. But a channel that consumers want to see, which advertisement was almost imperceptible, but at the same time, generate recall and impact.

When designing the idea is based on the current concern about environmental problems and the interest of some companies involved with the contribution to the ecosystem. Its platform modules are animals and flora and advertising modules adapted to tanks that recreate an underwater world with exotic varieties of ornamental fish and plants and rocks. Read the rest of this entry »

Against all odds, four years ago the view was imposed on the machinery in several capital cities when choosing their mayors. Cartagena and was given the nod to Judith Pinedo, Alonso Salazar was able to claim victory in Medellín and Jorge Iván Ospina, an independent doctor, came to power in Cali. They were joined by Alejandro Char in Barranquilla, who although he came through the machine, it printed fresh to coastal policy. Throughout his tenure, the four agreed on a civic vision of public service that combined public works with a marked cultural change. Began-or continued-a flowering of the great cities of the country.

In the arena, few want Char leaves office. With a 90 percent approval, is by far the most popular in the country. Cleaned up finances, created a new health system and paved over 500 miles of track. Even his closeness with the group and failure Nule urbanization of Campo Alegre and Garden City, which left more than 5,000 people homeless, he took their toll.

In Cali, no one can deny that gave Jorge Iván Ospina timonazo. The city, which called for urgent public works and was buffeted by the killings, now recognizes the success of MIO mass transit system and the implementation of more than 21 megaprojects. The tranquility of the Cali is reflected in good grades Ospina, whose approval rating hovers around 70 percent. Read the rest of this entry »