Valarie Dube

  What is the brand strategy being used by the top dog? What is the brand strategy being used by the underdog?           The top dog brand strategy focuses on maintaining its market dominance. These companies highlight their long term reliability and customer satisfaction while also appealing to the majority. They are seen quickly addressing and reinforcing when competitors are innovative. The underdog strategy is to accept being the underdog and use this standpoint to be more relatable and different. They rely on emotional connections with their audience and target specific segments.  How can the underdog improve its strategy so that it can gain more market share and surpass the top dog? Provide three recommendations.           By using innovative approaches the underdog has a chance against the top dog in the same market. The underdog company could identify categories where other brands fall short, such as sustainab...

            In the case study article, what market segments were identified and what segmentation strategies were implemented? Under Armour identified women accounted for their least amount of sales. The brand saw how Adidas failed with their campaign “Unite All Originals” and decided to create “I Will What I Want”, the largest global women’s marketing campaign Under Armour has run. (Darden Business Publishing 2016). Under Armor focused on the segmentation of active, adult women. They targeted women who value self-confidence, perseverance, and wanted to defy societal expectations especially in sports. Another strategy the brand used was including the public figures, Misty Copeland and Gisele Bündchen.      What do you believe are four to five key points to remember when implementing segmentation strategies? A few key points when implementing segmentation strategy’s are considering the segment size, accessibility, and stability. While niche se...

  What type of consumer are you? The type of consumer I am varies on how much I would want or need the product. When considering VAL types I believe I am a “thinker”. There is a lot of over consumption in the market today and being aware of the negative effects this may have, I choose to think about my purchases before rushing into one. I find myself wanting to make quality purchases over quick options.  What influences your buying decisions, and how? A major influence on my buying decisions is price point. There are most likely either cheaper or more expensive similar options for me to choose from to receive the best value for my budget. Another influence is brand loyalty. If I have previously purchased from a company and was not happy with the product I’m more likely to never purchase from them again and vice versa. Other than quality and price/value, I consider the overall brands reputation. Positive reviews and recommendations from friends increase my chances of purchasing...