Guidelines to an ingredient branding strategy for Space Production AB : A study of the key issues and risks involved in the formulation of such a strategy

• Main Author: Jamal, Waqar
• Format: Others
• Language: English
• Published: KTH, Industriell ekonomi och organisation (Inst.) 2011
• Subjects: Ingredient branding; Space Production AB; Strategy.
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-164599

Strategy undeniably plays a vital role in a company’s progress. Ingredient Branding is a relatively new concept which Swedish companies have not incorporated as a formal strategy. Space Production AB is the leading event management company in Sweden which wants to analyze whether this strategy is viable in the current scenario. In order to access this, I interviewed fifteen potential clients at three different events giving an idea of how they perceived quality specifically and how their company policy was towards it in general. I then benchmarked Space Production AB against five companies that have successfully implemented this strategy. The whole procedure led to the result that ingredient branding is viable in certain scenarios and the strategy would change on basis of the strength of the host brand. Similarly emphasis on technologies advances would be necessary to ensure an edge with the competitors. If correctly implemented, Swedish companies such as Space Production AB could also be in league with such success stories.