Analyzing the Marketing Discussion Creative Writing

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Marketing

The positioning statement is also referred to as the brand strategy or positioning strategy. In particular, it is a statement that offers a concise, but detailed description of the core target audience to whom a brand is heading for, and a convincing depiction of how the marketer wants them to perceive the brand. The main products that I was enticed to purchase using social media were shirts from Target. The positioning statement the company used is "Expect More. Pay Less." This is an appealing and compelling description of the products being retailed by the company. This implies that the products that I would purchase would be cheaper and will be of a greater value. Social media portrayed this positioning statement in a very effective manner. First of all, the statement is perceived next to the name of the company every time a search for "Target" is done. In addition, the company uses the hashtag "#expectmorepayless" on social media websites, such as Instagram and Twitter. This makes it much easier and faster to grab the attention of the consumer and also to find the products that are trending. In addition, the company is able to captivate its consumers through its handle. In particular, the company has got a central @Target handle that sums up the whole lot from new or high-class offerings to deals on its #cartwheel app (Hitz, 2014).

Discussion Question 4

My stand is that Tropicana did make a major mistake in altering its product packaging. It is imperative to take note that the brand of a certain product is what gives the product not only its uniqueness, but also its credibility. It encompasses all aspects ranging from the name of the product, the outlook, the logo, color as well as packaging.

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By altering the look of the product's packaging, the company ends up losing some power that their brand has over the consumers. The product ceases to appear authentic and more so, the consumers have the perception that the product contents have also been altered. The change in product packaging was a bad move made by Tropicana as it was an aspect that was not necessary. Perhaps, if the amount of sales and revenue generated had been dwindling, owing to the presentation of the box of orange then it would have been deemed necessary. It is imperative to note that the consumers value the content of the product and not simply the packaging itself. The downside to it is that consumers hastily criticized the new product packaging (Kirk and Berger, 2011).

The first step that Tropicana ought to take is ditch the advertising that they had invested into the new product packaging. The rebranding that Tropicana undertook was not necessitated or needed to begin with. This was not only a negative emotional response to the product packaging change, but there was also a resultant substantial decline in the sales of the product. The second strategy or step that Tropicana should undertake is another form of rebranding, but reverting to the old packaging product that they had. Reverting to the original version of the product packaging will have a counteracting response to the initial criticisms that the company faced, owing to the change. This will enable the company to recover back its lost consumers from the criticisms (Kirk and Berger, 2011).

Discussion Question 8

The most significant components of a social media campaign encompass the key performance indicators (KPIs) and web analytics. The KPIs make it possible for the company to ascertain.....

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