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Answer :
Final answer:
Martha is likely to consider a horizontal integration or product expansion branding strategy for distributing Coffee Collective branded teas and coffees in local supermarkets. She could emphasize fair trade sourcing to attract conscientious consumers, following the model used by large companies like Starbucks.
Explanation:
If Martha decides to use a branding strategy to grow the Coffee Collective, she would likely consider leveraging a horizontal integration or product expansion strategy to distribute a series of Coffee Collective branded teas and coffees through the local supermarket. This approach aligns with what large players in the market, like Starbucks, have done by partnering with established distributors such as PepsiCo to gain market distribution and shelving space in large-scale retail environments. Given the context that World Coffee is considering switching to 100% fair trade products, Martha might also emphasize the ethical sourcing of her product line to attract consumers interested in sustainability and corporate responsibility, further defining her brand within the competitive marketplace.
This strategy of selling allied products under the same brand name in various outlets, including local supermarkets, enables the company to expand its reach beyond its own stores and taps into the existing shopping habits of potential customers. The distribution could involve direct product placement on supermarket shelves, known as shelved retail. Moreover, Martha would leverage the pre-existing popularity and perception of the Coffee Collective's brand to enhance product recognition and sales
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Rewritten by : Jeany
The branding strategy that Martha should choose is C) Multi-product branding.
Coffee Collective is a multi-branding name for Martha's multi-products: teas and coffees. The multi-product branding strategy is also known as family branding or corporate branding strategy.
A branding strategy helps Martha build brand equity for her coffee and tea, but she needs to create added value. Added value is the value above and beyond the functional benefits of products through using the Coffee Collective brand name.
Martha does not need sustainable, mixed, private, or multi-branding branding to grow the Coffee Collective branded teas and coffees.
Thus, Martha should use multi-product branding.
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