Dupond: case study report brand management and marketing

Résumé du document

Founded in 1802, ‘DuPont puts science to work by creating sustainable solutions essential' to improve human life. Present in more than 70 countries, DuPont offers diversified and innovative products in many fields from agriculture to home construction.
A machine has many components. Having efficient components is not enough to run a machine. It needs a sort of lubricant to make it coherent. DuPont is like a big machine which knows how to strengthen its brands (ingredient brand) and how to connect them with brand image (corporate strategy). In this case, we will delineate DuPont's corporate-combined-with-ingredient strategy.

Extraits

[...] New ingredients for better lives - DuPont's breadwinners - are necessary to maintain the firm's position in the marketplace. In this sense, high technology-business R&D is a major ingredient for corporate longevity. b . to a tagline A tagline is a ‘simple and catchy phrase accompanying a logo or brand; that encapsulates a product's appeal or the mission of a firm and makes it more memorable. And which (when used consistently over a long period), becomes an important component of its identification or image.'[3] ‘Miracles of Science' tagline immediately earned employee praise. [...]

[...] We can list some elements of the corporate branding strategy: The red oval DuPont logo became the company's primary marketing symbol. A corporate brand, DuPont's name would be attached to each product; To avoid a ‘Merchants of death' image (because its heritage is seen as an explosive manufacturer), DuPont promotes a new-socially- conscious image whereby scientific discovery is emphasized. The corporation wants to be considered as the leader in industrial sciences; It has established an Advertising Division: ‘DuPont American Industries' which covers all its products; Event marketing: DuPont invested in the 1940s in a weekly radio show called Cavalcade of America, which sponsored the DuPont Show. [...]

[...] In fact, the DuPont technology is an ingredient for the finishing of products. In the consumers' eyes, branded ingredients are often considered as a signal of quality. The table below shows us the advantages and the risks of this strategy. In order to extend the brand, DuPont fortifies the ingredient branding strategy by developing new uses of core brands, by fostering relationships with partners who use DuPont ingredients such as Ciba Specialty Chemical (push strategy). Plus, they adopt an additional customer-led strategy (pull strategy). [...]

[...] Recommendation There are many factors that might affect a lasting DuPont brand image such as a strong brand strategy, high quality products and an effective marketing program. Neglecting any one factor could bring about failure. Management should check that the company is pursuing a balanced and realistic new product strategy; that the customer needs are clearly identified and well understood; and that requisite technical and technological skills are linked to market orientation to ensure success. ‘Under any circumstances, marketing research is an important step in order to gather preliminary information about the targeted market to define problems and place hypotheses', (Kotler & al., 2009). [...]

[...] People used to think that DuPont simply used science to improve its current product while in reality the company did pure scientific research to invent products that had never existed before. Additionally, the tagline was so commonplace because other brands had the same kind of tagline such as Make Good Things Better' of Phillips Electronics or General Electric's Bring Good Things to Life'. In the pursuit of ensuring the consistency of its brand image and efforts across the globe, the DuPont brand' has come to know how to leverage secondary brand knowledge by providing marketing tolls. III. [...]