Unit 5 Project: Marketing Plan And Critical Review Of Current

Thesis title: may be long or short Your name A thesis submitted in partial fulfillment for the degree of Doctor of Philosophy in the Faculty Name University Name Supervisor: DateIntroductionBrand equity is about how customers perceive a product or service rather than the product itself. Apple products are considered luxury brands, and the company must use high price strategy to beat its rivals such as HTC and Bose in the segment. Walmart on the other hand is considered a mass brand. The company therefore uses the low price strategy to beat its rivals in the retail industry. Some of its approaches to reduce its cost of operation include sourcing from cheaper sources, efficient inventory management and buying in bulk. Like Walmart, Danone is a mass brand. Its products are consumed by all types of consumers. Among the approaches that apple can exploit to give the brand a higher value include low price, CSR, and customer centered innovation. Undifferentiated targeting strategyThis is single segment targeting approach suitable for mass marketing. It aims at reaching out to the highest number of people. This increases