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Essay / Research Paper Abstract
This 7 page paper answers a set of 7 questions posed about the high bag and associated products supplier; Coach Inc. The paper discusses the way in which the company is differentiated from competition, the brand personality, the way in which the brand gains loyalty and the potential benefits as well as challenges that the company may face if they undertake a partnership with a celebrity to promote the brand. The bibliography cites 6 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEcoachq.doc
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Unformatted sample text from the term paper:
to successfully differentiate itself from competition in the way the firm competes. Although the market bags and other goods are luxury goods it may be argued that with more than
940 retail outlets in the US the actual market is the luxury or upper end of the mass market. The firm has retailers such as Nordstrom, Saks and Macys selling
their goods. There are a number of competitors in the luxury handbag and associated goods market. Louis Vuitton is also in the luxury market, but with bags that occupy
a much higher pricing point the firm has a different image By comparison Dooney and Bourke also design and sell high end handbags and associated goods, using many of the
same retailers. The positioning here is much closer to Coach compared to Louis Vuitton where the price is in the thousands. The differentiation point for Coach is in
the associations with the brand, and the style of the products. The brand is established for leather bags that have a fashionable classic American look with a contemporary twist combined
with quality manufacturing. The image is supported by its branding, the signature C and the leveraging of the history of the brand. It is the image and the way image
is perceived that is the key to this differentiation. Question 2 Brand personality is created in the way a firm promotes the image and the value of the
brand, so that the market place will attribute specific associations with the brand. By looking at Coach, the goods and style of the goods, the marketing and marketing artefacts
such as the internet web site the personality of the brand may be assessed (Kotler and Keller, 2008). The brand is one that is marketed as one which is well
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