Branding and Marketing of Bulky Products
Heikkinen, Maiju (2016)
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202402203198
https://urn.fi/URN:NBN:fi:amk-202402203198
Tiivistelmä
This thesis was made as a case study for a Finnish company that operates internationally around the world. The company produces various paper products. The objective of the thesis was to find out successful ways of marketing and branding bulk products. Moreover, the thesis represents four successful cases of bulky product branding strategies and benchmarks to them.
Bulk products, or in other words commodities, are products that are often traded in bulk amounts and produced worldwide by several different producers (see specific definitions of the most used words in glossary).
This thesis was conducted as a desktop study. To achieve the desired outcome, the theory was structured by finding information from both literally and from Internet sources. The theory has been examined from multiple sources and viewpoints and brought into practice by benchmarking to four successful case studies.
The case studies represent four real-life cases of commodity marketing: wine, toilet paper, water and coffee. Afterwards a cross-case analysis represents the main points that lead the companies or brands to success. According to the benchmarked cases, humor in branding, design, exclusiveness and cooperation with partners are the factors that make commodity marketing successful.
The results state, that commodity products can be marketed and branded in a relatively similar way, as “normal” goods. The final part of the thesis represents concrete suggestions on how the case company could proceed in order to reach their goals. The suggestions cover humor usage, cooperation with partners (such as famous designers, bakeries, catering companies), focus on packaging and layout.
The main findings of the study show that there is an enormous amount of information available and unfortunately, a clear path cannot be found. Commodity marketing, as marketing itself is a wide topic and every brand needs to find their own way of doing it, in order to differentiate from the others and be successful.
The provided results are seen to be practical and give some ideas for the case company.
Bulk products, or in other words commodities, are products that are often traded in bulk amounts and produced worldwide by several different producers (see specific definitions of the most used words in glossary).
This thesis was conducted as a desktop study. To achieve the desired outcome, the theory was structured by finding information from both literally and from Internet sources. The theory has been examined from multiple sources and viewpoints and brought into practice by benchmarking to four successful case studies.
The case studies represent four real-life cases of commodity marketing: wine, toilet paper, water and coffee. Afterwards a cross-case analysis represents the main points that lead the companies or brands to success. According to the benchmarked cases, humor in branding, design, exclusiveness and cooperation with partners are the factors that make commodity marketing successful.
The results state, that commodity products can be marketed and branded in a relatively similar way, as “normal” goods. The final part of the thesis represents concrete suggestions on how the case company could proceed in order to reach their goals. The suggestions cover humor usage, cooperation with partners (such as famous designers, bakeries, catering companies), focus on packaging and layout.
The main findings of the study show that there is an enormous amount of information available and unfortunately, a clear path cannot be found. Commodity marketing, as marketing itself is a wide topic and every brand needs to find their own way of doing it, in order to differentiate from the others and be successful.
The provided results are seen to be practical and give some ideas for the case company.