Developing the Brand Entry Strategy
Gupta, Pramesh (2004) Developing the Brand Entry Strategy. [Dissertation (University of Nottingham only)] (Unpublished)
With more than two decades of experience in the flashlight industry, Vinpol is all set to launch the flashlights, under their brand name, into the market. This dissertation describes a process of generating a brand entry strategy for Vinpol. A model is proposed that adapts the approach of 4Ps and Relationship Marketing. The rationale for this report has come about due to initial secondary research which shows that there will be constant growth in the flashlight industry. Some factors that need to be considered at the outset include the fact that this market is very competitive and many players already exist in the market. Another important aspect is the relations with Eveready, which has to be preserved and should be the top priority in developing any marketing strategy. The dissertation is organised into five parts and includes the Introduction; Background Literature; Situation Review; Developing the Brand Entry Strategy; and the Conclusion. As the dissertation seeks to explore the application of theories, in order to market the Vinpol’s flashlights, the main part has been divided into two parts.
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