Steelco Research Paper Example | Topics and Well Written Essays - 1500 words

Steelco - Research Paper ExampleThus theirs is a typical stage business-to-business carrefour, and the locate buyers confide more on the standardized specifications in the effort rather than going by any new(prenominal) criteria or mandate.So far the brand of Steelco is concerned, it is already a known brand within the industry and the key players down the line who act as the direct customers of the products sold by Steelco are assured about the products as soundly as buy them. Thus it is clear that brand awareness is non required by Steelco.However, given that the new products have non been taken well by the direct customers of Steelco, the brand strategy needs a thorough relook so that both the existing products as well as the new products may be branded in such a way that demands for both these product lines may be augmented.In this regard, in order to take a relook at the branding strategy deployed by Steelco, the first step could be to analyse the existing branding st rategy as well as activities of the firm. To this end, the plan of POP and POD comes into play.Kotler (2007) has noted that points of parity or (POP) refers to those associations that are not essentially unique to the brand, however these points may overlap with opposite brands. He has further noted that the concept of competitive points of parity holds that the associations that are designed in order to negate the points of difference of the competitors.On the other hand, Keller, Jacob and Parameshwaran (2011) have been of the opinion that points o difference are attributes or benefits that consumers strongly associate with a grumpy brand and are even of the belief that the particular point cannot be found to the same effect with any other brand available.In this context, Steelco has already gone by the typical routes of business to business marketing as well as brand building activities. Their awareness about the new product program has included informing about the latest deve lopment at their end to their customers through