Competitive brand management plan Assignment Example | Topics and Well Written Essays - 2500 words

Competitive tick management plan - Assignment ExampleThe chump energizing at this occasion will allow the Co effective levelheaded stag to build industrial-strength relationship with the consumers by helping them to form New Years resolution regarding healthy alimentation and lifestyle. This will also make it easy for the Co operative healthy carry to develop deal associations in the mind of the customers between healthy eating and the Co operative healthy brand. Background short letter There has been drastic amplification in the boilersuit obesity rate all over the globe. In the region of UK around quarter of the adult population are classified as obese (NHS, 2012). This in turn has increased the health concerns among the people. The consumers are change overing towards healthier lifestyle and are giving discernment to the healthy and balanced food items as sh take in the image below (Kimmell, 2009) There has been growing shift in the overall consumer purchase behaviour as consumers are giving preference to the foods and drinks which are providing more than health benefits as shown in the image below (Datamonitor, 2009) This increasing preference for the healthy food items has provided fortune to the health retailers and supermarkets to provide the customers with different health foods. This in turn has given rise to different own health brands. Co operative food healthy brand is also competing in this category and is difficult to increase the market penetration and improve the overall brand image. Brand Positioning Brand fix is used in order to present and describe the competitive advantage of a particular brand against other competitors in the industry. This means that brand positioning presents how the brand will compete with the competitors in rough-and-ready and efficient manner. It is important to keep in consideration different elements and factors in order to come up with effective and long lasting brand positioning (Kapferer, 2008). G oals and Objectives The goal of the co operative healthy brand is to become the most preferred healthy brand in the region by increasing overall awareness of its healthy products and encouraging the consumers to shift towards healthy life style and eating. For achieving this goal certain brand objectives have to be fulfilled, which are as follow The co operative healthy brand should increase the interaction with consumers in order to improve the overall brand awareness and image The co operative healthy brand should provide customers with more value and benefits The co operative food have to provide more promotion and shelf space to its own healthy brands The co operative food healthy brand should improve the overall brand experience of the customers Brand Inventory It is important for the brand to entertain and manage attractive and easy to access brand inventory in order to increase the brand interaction and awareness. The brand inventory can include brand colour, the logo, tag l ine, and even the physical posture (Keller, 2008). The Co operative food and healthy brand use green and other fresh colours