THE MARKETING MIX: PRODUCTS AND BRANDING STRATEGIES .

The Marketing Mix: Products and Branding Strategies

Beretta ( Brand, Quality, Distribution and Price)

"It's not just a firearm. It's a lot of mechanics, a lot of engineering, a lot of engraving, a lot of woodworking," says Franco Beretta, who with his brother, Pietro, is responsible for much of the daily management of the company. "The wood is alive. It moves. You have to know how to touch it." It is all about the perception that Beretta has built over the years in the minds of its customers.

Beretta has a loyal customer base which is in the millions. The average price of a Beretta 9mm pistol is $200. The favorite product in this category is the 92FS model. Beretta loyalists have high regard for the accuracy, quality of workmanship and performance of this excellent pistol. The price range for this particular model is between $310 to $360. But the Beretta loyalists are willing to compromise on the high price and consider it as secondary importance. The Brand Beretta signifies immaculate workmanship and engineering which is why customers are willing to forego everything else and go after it. Quality is a given and has stood the test of time. The only competitor that comes close is the Glock. Although the Glock has a similar feel and its accuracy is at par with that of Beretta, loyalists flay this option in order to choose the latter option. This is the reason why Beretta has had a history of fluctuating prices. The marketers have a lot of leverage to play around with price because of the minimal effect it has on the purchase decisions of the customers.

Although the distribution of Beretta is a major weakness and customers are forced to wait for months to have a particular model delivered to them or made available in the gun store, they do so with no respite and with tremendous patience. All these factors show the effect of the Brand “Beretta”. It is in fact true that the way Beretta has positioned itself in the market has caused customers to forego most options and opt for this magnificent piece of engineered art.

Macy's ( Brand, Quality, Distribution and Price)

A satisfied customer will remain "loyal" to theBrand In particular, the relationship between future intentions and past behavior is considered in an attempt to investigate the predictive ability of the latter.

In the ...