![]() She stated that packaging is a vital element in determining her consumption rate of the product. In fact, she has continued encouraging her friends to use Bounty towels in their households and respective businesses such as restaurants.Īdditionally, she stated that this loyalty exists because of the manner in which the Bounty paper towels are packaged. She was of the view that it worked out exactly as had been portrayed in the advert hence creating more confidence and brand loyalty. In addition, Gomezs trust in this product was created when she first bought it after watching the advert. This level of advertising has been vital in boosting her loyalty to the product because it has led to a belief that Bounty paper towels are the best compared to any other paper towels. For instance, she referred to the advert where there were two men wearing wigs and performing household tasks that require the use of paper towels. She pointed out a view that Bounty paper tissues have always been advertised in such a way that catches the attention of every consumer and creates instant trust in the product. In tandem with brand equity, Gomez affirmed that her loyalty to Bounty paper towels exists because of the quality advertising that creates brand trust. It is achieved through emphasizing the distinctive features of the product. Brand positioning is about making the brand occupy a distinct position in the mind of the consumer compared to the products offered by competitors. Specifically, brand equity succeeds through diverse measures including effective advertising and packaging of the product. Accordingly, brand equity refers to the value of having a popular brand name that consumers are able to identify as the best. Gomezs responses in the interview will be analyzed in line with brand equity and brand positioning concepts. It implies that she is a hardcore loyalist to Bounty as a brand. Her preferred brand has always been Bounty, and she stated that she would never leave the brand. She is a businessperson and enjoys performing different household tasks where she directly applies paper towels. It is worth noting that Gomez is married and is a mother of two. In this part, Elena Gomez, a loyal consumer of Bounty paper towels was interviewed. Part 1: Primary Research and Text Application More so, the paper explicates market segmentation, brand equity, and brand positioning in relation to Bounty paper towels. This paper explicates the findings of the primary research derived through an interview with a loyal consumer, Elena Gomez. Both of them have been critical in enhancing the level of consumer loyalty hence increasing purchases. ![]() Quality-based positioning and celebrity-based positioning are common for Bounty paper towels. Brand equity has been developed over time through effective advertising and packaging that have created a positive image in the minds of customers. The specific segments and target groups that have been identified include restaurants and households. In tandem with the secondary research, it was established that Bounty identifies its segments and target groups through regular market surveys and research. The aspects of brand positioning and brand equity entailed in the marketing of Bounty paper towels have always been instrumental in leading to such high level of brand loyalty. She uses the brand on a daily basis and points out that it is the best compared to all other products. The interview for the primary research was conducted with Elena Gomez, a mother who is loyal to the brand. It is worth noting that the brand was introduced into the market in 1965 and is manufactured by Proctor and Gamble in the United States. The product chosen for this paper is Bounty paper towels. Identifying Market Segments and Target Customers.7ĭevelopment of Brand Equity Over Time.8 Part II: Secondary Research in the Databases.7 Part 1: Primary Research and Text Application.4 Lastly, it uses the quality positioning and celebrity-based positioning strategies in the market. It has developed its brand equity through advertising and adherence to quality. The results from this section indicated that Bounty identifies its segments and targets through extensive market research. The second part of the paper is a secondary research. She also pointed out that Bounty paper towels are better compared to competitive brands such as Kleenex Viva brand. The key findings from the interview indicated that her loyalty is always motivated by the rate of advertising, packaging, and the perception of quality. The first part entails primary research, where Elena Gomez, a sincere loyalist to Bounty paper towels brand was interviewed.
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