"In early 2013, customers of the iconic brand Country Road voted to bring back classic garments to create an exclusive collection for ‘Summer 2013’. The collection of products by Country Road was once regarded as high quality and often perceived as a necessary accessory for up and coming professionals. The symbol “CR” is highly recognisable and has a high brand equity among its target markets. The successful Facebook campaign – ‘summer by Request’ – was enthusiastically received by customers and the company alike. As one fashion commentator observed, ‘Country Road have recognised the importance of engaging their once target market, and its campaigns such as this have helped it develop the loyal following it once had and who regularly engaged with the brand.’ Country Road’s brand has suffered recently because of competition and a changing of their established actual product mix from their once loyal customers. Using marketing research to determine the product mix is not new, but social media such as Facebook make connecting with the market much easier today than 5 years ago. Smart companies are using these tools to engage directly with their customers and to help shape their product mix. Country Road’s product mix was traditionally casual clothes for men and women. It was expanded to include more products such as corporate clothes and swimwear to existing customers in order to further develop the brand to their target markets. As a marketing manager now employed by Country Road, your job is to assess the product mix of Country Road’s portfolio."
What is a brand name and why is branding important ?
What is the product mix, product line, death Of CR in the case study ?
Explain the 3 product levels of CR in the case study ?
Explain 4 Stages of the PLC which stage of the PLC is CR is in ?
What are the various brand strategies CR has avai ?
Explain the product decision process for case ?
Explain the product decision avai for CR in the case.