Mini task 4 – Leveraging Secondary Associations

Name: William Luhana

Unit Name: Brand and Product Management

Unit Code: MKB2706

Assignment: Mini Task 2 – Positioning Strategies for new product

1. New Product Concept

1.1. The new product being promoted in this organization is a solidified dinner that can be served within minutes without a feast being required. "Lemon Chicken Meal" bowl is a vaulted dinner and will be available as the prepared, solidified food item. The dinner has an extremely high granule content and is made with high-quality, tender chicken, lemon sauce and other related ingredients. We give the company a feast, this article contains no additives, flavours and colour nuances, elements that contain the healthiest benefits of their most popular diet at a lower cost.

2. Positioning Strategies

2.1. Target Segments

"The position of the brand is an element of the brand's personality and offer, a subset of the brand's character and an incentive for targeted gatherings of people to be effectively communicated and empowered ..." (Romaniuk & Sharp, 2000). The main part is the definition of the objective parts of this element. By definition, an objective market is "a group of buyers to whom the retailer explicitly refers to his demonstration efforts" (Paul and Krieger, 1993). The target market for this "lemon chicken meal" is aimed at young people under the age of five. It is unacceptable for people who have a busy life and do not have time to prepare a meal.

2.2. Contenders

The competitors for the present "Lemon Chicken Meal" are other frozen products of the brand. The biggest danger is the rivalry between comparable products, especially handcrafted brands like McCain. They are in a favorable position to be noticed by consolidated dinner customers when delivering their items early. In any case, these competing elements have their disadvantages. They also have different flavors because they have already been offered in the frozen food market

2.3. Points of Parity

the parity points of "Lemon Chicken Meal" with the other articles of the brand. Parity points are the components that apply to a mark as a mandatory requirement for a particular class (Hoare & Bock, 2018). The parity points of this product and other brands that offer a similar offer have the same taste as "Lemon Chicken", although the taste and the other supplements offered vary.

2.4. Points of Difference

The quality of "Lemon Chicken Meal" is the primary reason which separate this item to other solidified feast item. Above all else, it is a lot less expensive than different brands of comparative offer. It is 97% fat free with lesser calories contained. this product also packaged in more portion compared with any other brand.

3. Brand Mantra

3.1. The last things is brand mantra for this item. brand mantra viewed as a brand substance or a brand guarantee to its clients (Tasgal, 2003). the brand mantra of this solidified feast put a specific accentuation on keeping up a high caliber nutritious supper for a bustling social orders. particularly Students are typically excessively occupied or come up short on the aptitudes to cook. "Lemon Chicken meal” will give those understudies a nutritious, simple to prepare dinners that taste home-made and is prepared in couple of minutes.

Reference

Romaniuk, J., & Sharp, B. (2000). Using Known Patterns in Image Data to Determine Brand Positioning. International Journal of Market Research, 42(2), 1–10.  https://doi.org/10.1177/147078530004200205

Tasgal, A. (2003). The Science of the Brands: Alchemy, Advertising and Accountancy. International Journal of Market Research, 45(2), 1–27.  https://doi.org/10.1177/147078530304500206

Paul, E. G., & Krieger, A. M. (1993). A Simple Approach to Target Market Advertising Strategy. Market Research Society. Journal., 35(2), 1–9.  https://doi.org/10.1177/147078539303500201

Butler, D. (1994). Market Structure, Brand Effectiveness and the Profitable Approach to New Products and Line Extensions. Market Research Society. Journal., 36(1), 1–14.  https://doi.org/10.1177/147078539403600101

Hoare, J., & Bock, T. (2019). A brand’s eye view of correspondence analysis. International Journal of Market Research, 61(1), 12 21.  https://doi.org/10.1177/1470785318801480