The Co-operative Bank Brand positioning Project Essay

The Co-operative Bank Brand positioning Project - Essay Example Brand positioning of an organization involves the following steps: 1. Identification of the direct competition of the business (including players offering products or services amongst bigger portfolio of solutions) 2. Understanding of the brand positioning of the competitors in the market. 3. Documentation of the own positioning of the company. 4. Comparison of company’s positioning with its competitors in order to identify the possible areas of differentiation. 5. Development of distinctive differentiated and value based brand positioning concept. 6. Creation of a positioning statement with customer value propositions and messages used for the purpose of communication development throughout the target audience. In order to develop a distinctive place in the operational market, an organization should choose a target market followed by the creation of a differential advantage in their mind. Thus, brand positioning is the medium by means of which the company can convey to its cu stomers that what it desires to achieve for them. It can be said to be an activity of creation of the brand offer in such way that it will occupy a separate value and place in the mind of the target customers. It includes identification and determination of the similarity as well as difference for ascertainment of the correct brand identity and creation of proper brand image. An effective brand positioning helps in directing the marketing strategy by explanation of brand details, distinctiveness of the brand, its similarity and dissimilarity with competitive brands and specific reason for using the brand. It is the base of development or increase of required knowledge or perception of its customers. It is the only feature which distinguishes the products or services of a company from its competitors. Financial condition of Cooperative banks in Europe The financial crisis situation of the countries and financial institutions are not over. The financial condition is far away from its stability and the confidence of the public in the financial institutions is very weak (Groeneveld, 2011). The Cooperative Banking Group has weathered/battered present and previous periods of the financial distress situation relatively well (Acadia, et al., 2010; EACB, 2010; Wyman, 2008). The cooperative banking group has recovered from the financial crisis situation of the period of 2007-2008 in a better pace as compared other shareholders value or the listed banks. The financial crisis leaded to the critical assessment of the business principles, models and rules in the banks. The top priority is given to safeguard of the stability in the global financial system. A major effort was given on the restoration of confidence of the customers on the financial sector. The Basel Committee on Banking Supervision has announced high capital and liquidity requirements for the financial systems and banks as the preventive measures for reducing the financial crises to some extent (Basel Committe e on Banking Supervision, 2010). This regulatory reform will result in the shift of the funding structure from the short term and volatile sources to long term and stable sources like capital and other deposits (Kodres and Narain, 2010). This financial crises situation has resulted in the increased awareness of the investors related to the capital endowments of the banks. Thus, it is likely that the market participants will request for additional buffers above

UK Marketing Environment Case Study Example | Topics and Well Written Essays - 1000 words

UK Marketing Environment - Case Study Example The macro marketing environment on the other hand refers to the broader influences on the business such as the politics of the day, social trends, technology, economy (e.g. recession) etc which have more impact on the business. It is important to note the fact that often when businesses analyze the marketing environment they make two very costly omissions. First, they assume that the physical environment is not part of the macro marketing environment and secondly, they focus so much on the present generation of customers, employees and other stakeholders ignoring other potential customers, shareholders etc who may not necessarily belong to the present generation. This paper seeks to highlight the general marketing environment for the UK based discount stores such as Aldi, Lidl and Netto in terms of their marketing mix and product portfolio management and thereby recommending the possible actions in future marketing activities. A few examples of discount stores in the UK include the Aldi, Lidl and Netto and when talking of supermarkets, then Tesco Plc and Wal-Mart Store Inc.'s Asda come at the top of the list. These discount stores and supermarkets mostly sell merchandise generally with few instances of brand names. Some of the merchandise sold include; The current marketing environment is greatly influenced by the c... Most of the marketing approaches of the discount stores and supermarkets have ventured into price cuts to attract customers in a bid to maintain their market segments, sales and competitive edge in their competitive markets. For instance, Tesco reduced the price of 3,000 every day items such as fresh meat and baby food and 5,000 every day essentials. Further, the above named two supermarkets have, since January stepped up promotions to prevent customers from turning to discount retailers such as the Germany's Aldi Group and Lidl. Therefore, the discount retailers such as Lidl, Aldi and Netto are up against market giants and the pace of the marketing competition has been set by the present recession in the UK economy. It for a fact that Tesco Plc, the UK largest chain of supermarkets, saw its market share on expenditures on groceries slide to an all time lowest in three years as customers turned to Asda and discounters Aldi Group and Lidl. As Tesco's market share dipped, Asda's and th ose of the discounters increased. Asda posted an annual market share increment of 17.3% up from the 17% as Aldi and Lidl boosted their share on grocery spending to 2.9 % up from 2.6% and 2.3 % up from 2.2 % respectively (Jarvis, 2009). Actually, as per the current marketing environment in this recessive period, the retailers and discounters will have to need weaker rivals and an increased discount-product ranges to survive the recession. This is where marketing mix and a widened product portfolio will be required to help deal with the hostile marketing environment for the discounters. The retailers and discounters are currently faced with shifting consumer behaviour and marked fluctuations in the currency powers and the share prices. All