“Double A Paper” Developing a Brand in a “Commodity” Market
Posted by Joe Cannon
Personally, I would probably consider printer/copier paper to be a commodity product. Obviously you don’t want to think that if you are in this market. This interview with Double A paper’s Thirawit Leetavorn explains how (Australian firm?) Double A has developed a brand with awareness, differentiation and preference through advertising. You could follow up this video with a couple of ads — the “Girl on the Copier” doesn’t do much for differentiation, but it’s viral and buzz potential built awarness. Another add – “No Jam” develops one of its key points of differentiation. This video series could be used with our books chapter 2 (marketing strategy planning), chapter 4 (positioning), or with a discussion of the product life cycle (market maturity), in Promotion tied to promotion objectives or advertising to create differentiation, or even around pricing. It’s also nice to show students some international examples.
Tags: Differentiation
This entry was posted on Saturday, January 30th, 2010 at 9:22 am and is filed under Advertising, International, Marketing strategy planning, Price, Product life cycle, Promotion, Video. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.