Loyalty to the logo, the slogan, and the package at Gandour : case studies : Tarboosh, Unica, Dabke

Abstract

Unica, Tarboosh and Dabké are three products of Lebanese company (Gandour) that was established in 1857. In 2015, the company has 23 other products in the Lebanese markets. After globalization and the excessive usage of Media by international and national competitors, Gandour employed a team of professional marketer to shape different revamping marketing mixes for its products. For Unica, the target audience segment altered from the old nostalgic generation to young educated Lebanese who have mixed feelings. For Tarboosh, Lebanese consumers coming from the middle class who like to consume national products and are chocolate lovers. And for Dabké, the target audience is sandwich cookies lovers who are attached to their Lebanese belonging; they are young people who like to consume their mothers products. The continuity of a brand is a permanent target for Gandour. It is essential that each produced product survives as many life cycles as possible. The matter is not only about attracting new possible or future customers, it is also about keeping the current loyal or semi- loyal customers satisfied. Since there is no common marketing mix for the whole brand, that makes the work harder (triple the efforts) and less focused on one focal message. They are paying and working on each product separately instead of doing one marketing mix and concentrating the budget on the brand Gandour.