MKF2401 Week 4 Class Activity PDF

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Proprietary and Own Brands (Store Brands)

1. The Coles brand’s maple syrup’s packaging attempt to copy the brand personality of Queen’s maple syrup by using the same product description as “Pure Canadian Maple Syrup”, uniqueness in packaging structure and tiny handling features. Besides, it selects black and gold colours as its packaging colours to create a more expensive and higher perceived value for its product to stand out among competitors. 2. The colour of Coles brand’s packaging provides additional value for consumers when comparing to other brand competitors. The price of Coles brand’s maple syrup per 250ml is $6.30, which is cheaper than Queen’s. This low-price strategy will attract more consumers to purchase its product rather than its competitors. However, Queen has built its brand name for many years and it distinguishes itself by having an eye-catching design of its brand logo with the colours of red and white, and a golden cover of its packages. 3. Yes. Coles imitates Queen’s packaging structure, handling features and description of the products as mentioned in Question 1 to present the brand itself is providing quality products. Sometimes consumers might get confused due to the similar packaging design and mislead them into picking up the maple syrup of Coles by mistake. However, it is not that effective as Queen’s maple syrup is using its promotion strategy to attract consumers and makes them feel that it is more worth to buy a well-known brand with extra $0.70. Besides, Coles might lose its brand equity while imitating Queen’s packaging.

4. In Coles, all maple syrup products are placed at the touch level area of the shelf, which it is a competitive disadvantage for those products as consumers will easily attracted by the surrounding competitive products or brands which placed in higher eye-level shelf. Moreover, the darker coloured package of Coles brand’s maple syrup is less likely to attract consumers’ attentions. 5. Coles brand’s maple syrup positions itself through elegant packaging and lower price strategies to create impressions in consumers’ minds and distinct itself from others. 6. Packaging is part of a product and a brand, and intimate interactions consumers have with the brand. A package has to conform to its brand through the private label and its package design that reflects the brand’s commitment. The maple syrup of Coles reflects its commitment to deliver great value by lowering price, trusted quality and fresh produce, and also enhancing Coles brand’s image....