Posted: May 25th, 2022
Brand Communication Management on Organic Products
Organic products are a relatively new presence within the market. They strive to serve the need of a healthier life style with benefits for both the population as well as the environment. A major component in the success of the organic products is represented by the strength of the brands.
Brands generate customer trust, demand for the products and ultimately support the company in attaining its overall objectives. And brands are essential to the market triumph of any product, but even more so with organic products, due to the features of particularity revealed by these specific items.
At a more practical level, a marketing plan on the strengthening of a brand for organic products would include the following features:
Customer-based brand equity for organic products
The points of parity and the points of difference for organic products
The selection of the target market
The brand mantra for organic products
The brand elements
The marketing programs.
a) Customer-based brand equity for organic products
The brand is created and promoted in such a manner that it generates customer trust. It would not only promote the features of the organic products, but would promote the benefits they create for customers. The focus on the brand would be on the customer, to communicate them the commitment of the firm, the guarantee of quality and the value of the products and the company (Glynn, 2009).
b) The points of parity and the points of difference for organic products
The points of parity shared by the brand of organic products include the following:
Better health for the consumer
Environmental responsibility and sustainability
High levels of product functionality and quality.
The points of difference would often be difficult to create, but within the current context, they would include:
The expertise of the store staff and their assistance in helping customers choose the products which best serve their specific needs. This also includes medical assistance based on certain conditions which might be encountered by the customers.
c) The selection of the target market
The brand of organic consumers would address the market segment formed from women of ages between 25 and 40, who live in households that make above average incomes. These women — regardless of whether they are employed or not — are the primary shoppers in their homes. Also, women more than men, are more environmentally conscious as well as more focused on personal and family health (Gould and Hosey, 2007). They would as such be receptive to the message sent by the company. Nevertheless, given the higher price of the organic products in comparison to the traditional versions of the same items, it is necessary for the targeted women to be in possession of above average disable incomes.
d) The brand mantra for organic products
The brand mantra for the organic products would be the commitment of the organization to support the health of the consumers as well as the health of the environment. The statement for this would be:
A better life for you and yours!
e) The brand elements
Brand position — sells healthy and environmentally products to women
Brand promise — the improvement of life for the buyers, their loved ones and the environment
Brand personality — Valuable medical insight on best associations based on individual conditions.
f) The marketing programs
Organic products sold under the company’s brand name
The products have the functionality of the same traditional items
They integrate safe and pleasant designs.
The pricing strategy is the variable pricing strategy in which the retail price of the organic products is generated by the totality of the costs incurred in the manufacturing and delivering of the respective items
The price is sensitive to the costs incurred in the meaning that when, due to forces in the macroenvironment, the costs increase, the increases would also be reflected in the final price of the organic products (Dunne, Lush and Carver, 2010).
The organic products would be distributed through a direct distribution system, via the company’s own stores
The stores would also provide assistance to buyers
All the processes linked to distribution, such as transportation, ordering or warehousing, would be completed by the firm.
Communications of the company figures with the local media, through interviews and local shows to promote the stores and the products
Advertisements in the media, through various channels, such as banners, fliers, television commercials, radio and even internet advertisements
Promotional sales through the implementation of lower retail prices for specific items, in specific time frames. At this stage, it is necessary to construct these promotional sales so that they attract customers, but do not negatively affect the sales results.
Dune, P.M.m Lusch, R.F., Carver, J.R., 2010, Retailing, Cengage Learning, ISBN 1439040818
Glynn, M.S., 2009, Business-to-business brand management: theory, research and executive case study exercises, Emerald Publishing Group, ISBN 1848556705
Gould, K., Hosey, L., 2007, Women in green: voices of sustainable design, Ecotone Publishing, ISBN 097490337X
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