Wonder

Research Outline

Prepared for ernest | Delivered January 9, 2020

Brand Marketing Case Studies

Goals

Obtain case studies of companies that suffered as a result of failing to invest in their brand. Obtain also case studies of companies that became successful because of their branding strategy. The information will be used to persuade a client to invest in brand marketing.

Early Findings

Brand Marketing Case StudiesDollar Shave Club
The Dollar Shave Club (DSC) was able to stave off a bigger competitor as a result of its branding strategy.
The company's competitor is Gillette, a brand that is well-known for its professional and made-for-men shaving products.
The company introduced itself as a "subscription-based online razor retailer."
DSC positioned its brand in the market as a more affordable alternative to Gillette's brands.
Even the company's name conveys that it is providing a lower cost option to its consumers.
Apart from positioning its brand as a lower cost option, DSC's strategy also includes promoting the quality of its products.
It has promoted its brand as a "men's lifestyle club" that can offer quality shaving products at a more affordable price."
The company further distinguished itself by creating campaigns that have messages that are on the other spectrum of Gillette's more formal advertisements.
Most of DSC's advertisements are more dabbling on the humorous side of life.
As a result, the brand became one of the key players in the grooming business.

Coca-Cola Brand Positioning Failure
 Coca-Cola's brand positioning blunder in the past stemmed from its lack of confidence in its product and its failure to fully understand what its customers really prefer.
During the late 1970s and early 1980s, many perceived that Pepsi's advertisements are better than Coca-Cola's.
Pepsi's campaigns such as the "Pepsi Challenge" and the "Pepsi Generation" sent out a clear message that consumers find the taste of Pepsi's drinks to be better than Coca-Cola's products.
Based on this perception, Coca-Cola then thought that the only solution to defeat Pepsi is to release its "New Coke" product with a "better and improved taste."
The company did not even think of improving their campaign approach to counter the perception that Pepsi is better.
The new product with the new taste went against all the previously established marketing messaging of Coca-Cola.
As a result, consumers boycotted the new product and Coca-Cola was forced to release back their original product into the market.