Introduction
The Brand Techniques simulation is based on cosmetic company’s building of a new brand. Ca’Shara is a United States based cosmetic manufacturer and marketer of skin care, hair care, and make-up. Ca’Shara has an established brand presence and known for quality products. The recent consumer interest in natural products has made Ca’Shara management decide to cater to this segment of the cosmetic market. The company has decided on a 5,000 year old health care system from India called Ayurveda. As the newly appointed Brand Manager, I will be responsible for building the new brand
Three executives gave their expert advice in the decision…show more content… It makes sense for a product that is built around natural ingredients to be associated with an environmental group like GreenEco. It also shows the company’s long term commitment to the environment. The choice of providing grants to women’s trust funds is a choice that gives back to the community in a broad spectrum. The customer base can see where they may see benefit locally for the dollars they’ve spent.
The choice of Maria Switzer was that of a strong, independent female with her own sense of style. The public’s view of longevity is associated with this individual’s unique persona.
Beyond the Simulation
The simulation was good about applying the principles of brand positioning, but there are more ways to make your product stand out among similar brands. One additional aspect is to show ownership. The simulation had a spokesperson picked, but customers like to be able to identify an owner. This is true for large and small company’s ability to stand out from the competition.
Knowing the face behind the product is important to keeping the consumer engaged. Per the SBA, “Businesses really thrive when the energy of the owner is there.” A good example was Steve Jobs involvement with Microsoft. Small businesses can equally benefit from the consumer having a face behind the product or service. It lets people know the owner is involved and active with the business.
Another way to have stood out was not only the shape of the container, but to have the
