Branding

1. First of all, we kept our bag’s design the same. The reason for that was our target segment’s (school children) feedback was positive about the size and the color. Price of the bag stayed in direct proportion to the target segment’s budget. We chose all the distributions where we can sell our product at, because our product is affordable by our target segment and for the others, as well. We believe with this price, we can make more profit, if we reach as many customers as we can. We chose all the appropriate promotion channels that suits our target segment.
2. We wanted to choose the right target market. This is why after the second turn we changed our target market from university students to school children. The reason is, we were trying to sell a product with low cost, and the target market was taking 35% of the market. Rate of growth was 1%, this may look bad at first, but they were taking the biggest space in the market. If we kept our sale price low, we could make profit and, our clients would be happy.
3. In my opinion, most of the companies are advertising and marketing about young kids, children. They spend so much money, because of the advertisement, television shows or their friends, they want to have everything in the latest version. They do not have their own money, but they make their parents to spend money on them. The other reason is, kids consume stuff very fast. Almost every school year, they may need a new backpack or clothes.
4. School children do not really care much about the backpack, if it is professional, waterproof, or laptop holder. They mostly care about, or their parents, if the size is good for them, not too big, and if the color suits them. That is why, we kept our bag rounded-top and basic. The color we picked first was not the right color for them. After the feedback we found the right color. They liked the size and the shape of the bag from the first turn.
5. We have checked the promotions that we used. The channels that kids use the most, we put more advertisements. However, with this decisions (giving more advertisements) our sales, and the rate of customers we reached went up. We did not make so much changes on turns that I am working on.
6. On the turns that I am working on, we did not make such changes, besides media section. We realized that advertisements was highly costly, but its gainings was high, too. Every turn, we were checking our target segment’s feedbacks, and we did not need to make any changes. We maintained our price and distributions.
7. Since the individual games, I was kind of figured out the game. But yet, I was getting better every turn. I could tell what we had to change or keep. Some of the reasons are, I realized that, I had to check every single option before I press the end turn button. I played more than one individual game to understand the game better. I have checked all the sections by one by, before end the turn to make sure if I am missing anything.
8. I have learned that, you have to know your target market very well. What kind of product that they demand, what price range that they could afford, and the product that you design, if it suits their taste or not. Media, promotions, and the distributions play big role to be successful at what you are doing or producing. You have to find the right channels to advertise your product, and classifications have to define, or have to be appropriate to your target segment.

If we want to develop our brand, we have to know our target segment/clients, our competitors, what kind of product our target market demands, and where to sell, and what kind of media channels to use. For all of that, we need marketing strategies. Marketing department is already doing all those researchers for us. They find the right target segment for our brand, right price, right distributions, right media channels, and everything about our competitors. I do not think, branding can think without marketing.

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