Analysis of Co-Branding Strategy to Improve Company’s Competitive Power (Case Study on Walls Selection Oreo)

Abstract

The Co-Branding Strategy has been a choice since the 1980s. Co-Branding is a strategy chosen by at least 2 companies or 2 products to increase sales by combining 2 brands or more that were previously known by consumers. The purpose of this study is to find the effect of co-branding strategies that have been implemented, to find the brand equity value, and implementation of Co-Branding strategies in increasing company competitiveness between Walls Ice-cream and Oreo. Research methodology in this study use quantitative descriptive with EFE Matrix, IFE Matrix and SWOT Matrix analysis with the respondents background from with the chairman, marketing managers, customers, and experts from university lecturers with marketing management major. Result of the study from EFE and IFE Matrix, also SWOT Matrix are companies, products, market share, innovation and price available to support Co-Branding Strategy for Wall's Selection Oreo. Co-Branding Strategy on Walls and Oreo Products provides added value and increases competitiveness for both brands for the consumers who are the object of research.

Brand Equity Development Strategy to Enhance the Competitiveness of Food Small-Medium Enterprise's (Smes): Case Studies on Fudia-Polinela Agri-Food Centre

“…The SWOT matrix develops with EFE Matrix (External Factor Evaluation) and IFE Matrix (Internal Factor Matrix). SWOT Matrix tool used to compile the company's strategic factors is the SWOT method (Zuhdi et al, 2020…”

A comparative study of umbrella branding approach versus house of brands approach and their influence on market share

“…From here, various marketing tactics for brands such as master brand, umbrella branding, endorsed brand, house of brands have emerged. Organizations have varied in their methods of dealing with brands according to their desire and orientation to reach the required market share, or target profit rates (Zuhdi et al, 2020). In the current study, the researchers seek to find out the differences between house of brands and umbrella branding approaches and their impact on the market share of the organization by comparing the two strategies in terms of (Reach, Ambiguity, Image and Efficiency) by applying to a sample of marketing managers or their representatives within chemical industry sector in Jordan.…”

Marketing research and integrated marketing communication plan of Oreo

“…Differentiated promotion, though, is often very pricey. The organization has higher costs as new goods are vital to meet each target market (Zuhdi et al, 2020). An independent product and business sector have its marketing and delivery plans: innovative communications, strategies, incentives, and investments.…”