Growing a brand in an unbranded market


 Introduction A marketplace is divided into consumer markets and organisational markets. In organisational markets, businesses sell goods or provide services to other business organisations. Buyers in these markets then use these goods or services to help them find solutions as they work towards the production or development of other goods or services to their customers. One organisation that has achieved business growth and product development in a number of key business to business and consumer markets in recent years is Avery Dennison Corporation. Focussing on its subsidiary Avery Dennison Office Products UK, this case study looks at how it set about increasing its product portfolio whilst developing a wider range of new customers. It describes the marketing strategies adopted by Avery Dennison and how it made key decisions that enabled it to create high quality products at competitive prices for its business customers and consumers. It also gives the reader an opportunity to appreciate how a company manages its business growth and brand awareness. Avery Dennison Corporation is a diversified manufacturing and consumer goods company whose primary businesses are divided into: Pressure sensitive adhesives and materials - These range from self-adhesive papers films and foils for labelling, specialty tapes for...

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