BUS 5112 Discussion Assignment Unit 3 #5 PDF

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Term 5 2020 (July), BUS 5112, Marketing Management - Discussion Assignment Unit 3...

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BUS 5112: Marketing Management- Discussion Assignment Unit 3

Discussion Assignment Unit 3 Fine Hygienic Holding BUS 5112 Marketing Management University of the People July 2020

BUS 5112: Marketing Management- Discussion Assignment Unit 3

Discussion Forum Unit 3 In the discussion forum, you are expected to participate often and engage in deep levels of discourse. Please post your initial response as early as possible and continue to participate throughout the unit. You are required to post an initial response to the question/issue presented in the Forum and then respond to at least 3 of your classmates’ initial posts. You should also respond to anyone who has responded to you.

Pick a local brand (from your city, region, or country) that has been very successful competing against bigger global brands in its product category

Explore and determine if the local brand you picked has a well-defined and executed brand strategy?

What are the elements of the local brand strategy that enabled it to achieve this success? Submit an initial quality post in which you discuss and defend your list of elements with your classmates.

Your Discussion should be a minimum of 250 words in length and not more than 750 words. Please include a word count. Use APA citations and references for the textbook and any other sources used.

BUS 5112: Marketing Management- Discussion Assignment Unit 3

Fine Hygienic Holding Formerly known as fine hygienic paper company was established in 1958 in Jordan to produce hygienic paper products by its founder Elia Nuqul. (Finehh.com, n.d.) Fine hygienic holding started the manufacturing of toilet paper and facial tissues under the tradename Fine in Jordan, where the founder realized that there are no manufacturer of hygienic toiler paper and facial tissues in the middle east at that time and realized the market need for these products. In Later years, in addition to toilet paper and facial tissues, Fine started production lines for Baby care products, Adult Care products, Jumbo Rolls, providing hygienic solution to businesses and packaging solutions as well. A brand strategy is defined as “a formal plan used by a business to create a particular image of itself in the minds of current and potential customers”.(Study.com, n.d.). From inception Fine has promoted itself as a manufacturer of Hygienic paper products, over the years and since inception it has promoted itself as the most hygienic tissue manufacturer under the slogan “If you don’t have your health, you don’t have anything”. (Finehh.com, n.d.). Fine Brand strategy focused in providing affordable (Price) , Hygienic (Quality) products that meets the needs of the growing population in Jordan and Middle East ( Place) since the 1958 (the establishing of the company). The country’s focus on that period was increasing literacy levels and promoting healthier life style. Price, Quality and Availability are considered the basic elements that enabled Fine to succeed as a strong local brand, and now have become strong regional brand and pushing toward competing with international giants such as P&G in the paper products segment as currently fine supplies 75 countries. (Finehh.com, n.d.).

BUS 5112: Marketing Management- Discussion Assignment Unit 3

This success of the brand strategy is achieved by fulfilling the promise made to the conusmor and meeting its promoted brand value (price, Quality and availability). Fine currently has Manufacturing facilities in Jordan, KSA, Egypt, UAE and Morocco; giving it an economy of scale that allows it to have lower costs and hence an affordable price to the consumers. With facilities spread across 5 countries, availability of product is always met. Most importantly with the quality promise, Fine has recently won the Sterilized Brand of the decade by the Medical Wellness Association (MWA, n.d.) as a confirmation on its brand strategy of promoting hygienic products as the only tissue brand in the world recommended by the Family Hygiene Institute “FHI” in USA. (Finehh.com, n.d.). Fine has succeeded as it hand a brand strategy based on price, Quality and availability that has been implemented and delivered to consumers as promoted which created the intended brand value perception by consumers and created trust in the brand

BUS 5112: Marketing Management- Discussion Assignment Unit 3

References : FHH Website Who We Are. (n.d.). Retrieved July 05, 2020, from https://www.finehh.com/Who-We-Are What Is Brand Strategy? - Definition, Examples & Development - Video & Lesson Transcript. (n.d.). Retrieved July 05, 2020, from https://study.com/academy/lesson/what-is-brand-strategy-definition-examplesdevelopment.html Family Hygiene Institute (FHI) Certification Launches Fine Tissues on the Global Hygiene Stage With a New Logo and Packaging: Fine is Ready to Take on the World in 2019. (n.d.). Retrieved July 05, 2020, from https://www.finehh.com/News/ArticleID/71/Family-Hygiene-Institute-FHICertification-Launches-Fine-Tissues-on-the-Global-Hygiene-Stage MWA Medical Wellness Association – brand of the decade awards (n.d.) Retrieved July 05,2020, from https://www.medicalwellnessassociation.com/hygiene_news/fhi-brandof-the-decade-awards-global-brands-with-best-in-class-hygiene-practices/ 566 words...