Chapter 5 Siemens brand mgt

Chapter 5 Siemens - C hapter 5 Brand Awareness Siemens is already an established name with distributors so brand awareness will r emain high for

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Chapter 5 Brand Awareness Siemens is already an established name with distributors so brand awareness will remain high for that product line. For the new low end product line, Poveray, we will need to focus on homeowners who are interested in do-it-yourself products. To create the necessary brand awareness, we will start with in-store advertising. Poveray needs to work with the big box retailers to make sure employees in the electrical departments are aware of this new product line and its offerings. In addition, advertising on big box retailers’ websites and in home improvement magazines such as “Better Homes and Gardens” and “Workbench” will also prove beneficial. Television advertisements could also be a tool for advertising Poveray. All of Poveray’s advertisements should convey its core attributes of affordable and easy to install electrical products. Brand Image To make sure Siemens’ brand image of innovation and quality are perceived, new product offerings will have to be added to this line before they are added to the Murray and Poveray lines. If the product is a success and becomes a standard product, a higher quality version can be added to Murray and a lower end less sophisticated version can be added to the Poveray line. Siemens needs to make sure they continuously innovate and that their distributors are aware of their new products since that is who they will be selling to. Poveray needs to take a different approach to cement its brand image. Poveray must only carry standard home electrical equipment. It should not carry products that the average person would not know about. Also, the products it does carry should be easy to install, and come with easy step by step instructions so installation is as user-friendly as possible. In case of any installation issues, Poveray should have a comprehensive trouble
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This note was uploaded on 01/25/2011 for the course MGT 4304 taught by Professor Vanittersum during the Spring '08 term at Georgia Institute of Technology.

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Chapter 5 Siemens - C hapter 5 Brand Awareness Siemens is already an established name with distributors so brand awareness will r emain high for

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