Marketing MIX: Products and Brands, Research Paper Example

Introduction

What makes marketing strategies rather effective especially in the way the consumers respond to such points of invitation is the fact that the markets are able to take into account matters of behavior that consumers present especially on how they perceive particular products and particular brands and how they decide on which particular product to purchase. Marketers know the fact that when it comes to introducing products to the market, they need to take into account two particular concepts of market decision-making; the needs and wants that the buyers in the market perceive important. Noticeably, market-development in relation to marketing changes every time; this is because of the fact that buyers in the market also have differing attitudes all the time. The same set of values of human response is carried into account when dealing with the ideals of branding specific products that are to be released in the market.

The Marketing Approach

What makes such approach valid and workable is the fact that human attitude is the main element that helps a person decide on matters; including products that are offered to them in the market. As it could be analyzed, among the many products flooding the local and international markets today, only 30% respond to the basic needs of humans while 70% often respond to the primary wants of the modern society. When the term ‘wants’ is utilized in explaining the concepts of marketing, it could be analyzed that the discussion aims to direct attention to what the market demands for depending on what satisfies them, and not necessarily what they need out of the products. This is why marketers are in need of measuring how both the wants and needs value of a particular product is presented in a specific advertisement used to introduce the said item or brand in the market. Branding, at the same rate, follows the same pattern.

When an organization aims to establish a brand that would be easily noticed in the market, it is assumed that the organization would give attention to what the market gives high regard to. Most often than not, in the process of branding, manufacturers are challenged to decide on what value to give attention to in the first place [would it be to highlight the needs value that the product responds to or to highlight the wants value of the product which basically corresponds with the specific demands of the market to which the product is able to respond to]. Noticeably, for many years, this branding strategy used by marketers and manufacturers in the market has created divisions among consumers. Market research makes such approach even more effective as it emulates the possibility of noting the main issues and concerns that the market being served has especially in relation to the kinds of items they hope to acquire from the existing companies in the market.

The Market Research

How does market research prove that consumers develop a particular relationship to a specific brand? For instance, in this discussion, the brand of Samsung versus Apple Inc. shall be given attention to. The two brands are competing head-to-head in producing mobile-based hand-held devices flooding the market at present. Noticeably, there are specific characteristics of consumers that match up with the specific features that both brands offer. For instance, while Samsung brands offer a line of products that could be chosen differently by specific groups of consumers in the market. These separated lines of products actually impose a definite term of response to the demands of the target market. For instance, one of the Galaxy line of the Samsung brand focuses on the visual features of the product including the integrity of the camera and the visual display that the products are noted for.

Apple Inc on the other hand aims to handle the competition to establish a singular set of product line that would be easily recognizable in the market. The members of the market sector to which the company aims to provide such option of product choices are specifically concentrated on how the items produced are able to centrally respond to the growing demand of the target market. Being that the organization is focused on creating and distributing products only within a specific market sector, the marketing approach and the branding concentration used by the organization take a rather less complicated approach involving a more focused sense of marketing that involves the utilization of minimal resources making it easier for the organization to control the ways by which the market is likely going to respond to their product.

Such point of concentrated response from the market entails a better sense of what is assumed as an important aspect of business operation. What makes such condition remarkable is the fact that branding creates a definite turn of situation especially on how behavioral matching between the market sectors served and the company values being responded to mandates a better sense of how the approach to marketing is to be managed. As it could be taken from the two brands expounded in this discussion, there are particular elements of development that needs to be given attention to. One is the characterization of each brand, as they are presented in the market. Samsung is more concentrated on sleek design and visual integrity of the gadgets being produced; on the other hand, Apple iPhone products are more noted for the integrity of their hardware’s capacity to withstand pressure while also offering the consumers with high end security usage that allows the buyers to opt to take on Apple iPhone for the sake of securing files and documentations they upload and download through the internet with the use of the gadgets in their property.

Individuals opting to buy particular brands are noted to have specific desires and demands in relation to the features that they are depending their decisions into. Through measuring their points of consideration and concentration on particular features,  the market sector being served by the organizations are examined closely, especially in hope of developing a particularly concentrated form of focus on how products are being introduced and how their reputation are being set to make a mark on the thinking of the people. Affecting the market’s form of perceiving what best fits their desires and demands, producers and brand managers are aimed at making a mark on how  the market values what they have to offer.

Measuring market response from time to time is a specifically important aspect of development in the field of brand management. This is one matter that best identifies the capacity of the organizations to face the need to contain the situation in the market and manage available resources to make sure that what they offer would best fit the demands of the people. The behavioral response of the buyers makes it easier for marketers to mandate the situation thus redefining the ways by which organizations are to influence the thinking and the decision-making pattern of the target buyers. True, as the concept of development is taken into account, buyers in the market are given the chance to make a choice. Once a choice has been made by the buyers, it is expected that such conditions of decision-making would be carried on to the next purchasing activity they are to undergo.

Conclusion

What constitutes the creation of such relationship with brands and how such relationship of loyalty is enhanced later on is the ideal pattern by which organizations take the initiative to create a definite impact on the thinking of the people, keeping their interest towards the product solid as they aim to concentrate on increasing the quality of the produced items sold in the market. Balancing the values of the market being targeted with the values that are important for the business organizations to take into account is an important part by which the relationship of the people with the brands offered in the market is established accordingly. Noticeably, people are given a determinable sense of choice; with many competing brands in the market, consumers are expected to make a choice that specifically fits their taste; with such matter in mind, marketers are then guided to see through the situation and become more involved in knowing what the market demands for and how such demands could be further accounted for and responded to.

References

Martins, Jose Souza (2000) The Emotional Nature of a Brand: Creating images to become world leaders. Brazil: Marts Plan Imagen Ltda.

Schmidt, Klaus and Chris Ludlow (2002). Inclusive Branding: The Why and How of a Holistic approach to Brands. Basingstoke: Palgrave Macmillan, ISBN 0-333-98079-4

Wernick, Andrew (1991). Promotional Culture: Advertising, Ideology and Symbolic Expression (Theory, Culture & Society S.), London: Sage Publications.