1) Rise of the Shopper
There are hardly any firms that think about the shopper. Management has forgotten about the shopper by giving too much of focus and emphasis on the customer. They might also confuse by assuming both to be same. However there is a significant difference between the two. It is interesting to know that marketing talks very little about shoppers. Marketing only talks about its customers. In fact in reality they both are quite different. For Eg: In P&G the emphasis is laid on the shopper rather then the consumer. All their marketing activities are designed by keeping the shopper in mind.
Let us see the difference between the two.
The consumer writes down the list of products and brands it wants to purchase, whereas a shopper
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The limitation that it brings is, it can only create awareness. The intangible value cannot be generated through this medium.
3) Media fragmentation
Media fragmentation basically means using a variety of sources like internet, TV channels, and web for promotional or advertising purpose. Media fragmentation has increased the difficulty to reach the target audience. It has made advertising much more complex. Advertisers need to purchase and manage ad space/time over a number of channels available depending upon their need and the budget. Media fragmentation is one of the crucial parameters of new brand management. Age old traditional methods of brand management are to be replaced by the newer techniques and concept.
Traditional advertising is finding it difficult to reach their desired consumers or prospective buyers. People general channel hop, take on phone, busy with their PlayStation during commercial breaks. They hardly see any advertisements. Therefore marketers have to come up with innovative ideas of brand promotion to the
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Increased Visibility of a particular brand on the shelf increases their success rate. Therefore many of the major stores are promoting their own brands by giving them a larger shelf space which is bigger then their market share. This reduces the visibility of other branded products at the same time.
If a particular brand is not frequently seen on the shelf, the buyer may forget about that brand completely unless and until we have a particular customer looking for it, which is a very rare situation. Non visibility would start inviting substitutability for the product. This may not be true in case of products for which we cannot think of substitute. Like in India if it is butter it is Amul butter. If Amul butter is not available, customer will wait till Amul butter is available.
Apart from increasing the visibility of the brand in stores other alternative to manage brand is to diversify their distribution channel. For eg: We find Soft drinks in grocery shops, bakers shop, hotels etc.
Thus from above discussion, the various factors have been clearly understood with regards to new brand
Thus new products/line extensions will be based on Allround brand, each one with a unique target market, delivering different value proposition to the respective customer.
Sarkar, A. N., & Singh, J. (2005). New paradigm in evolving brand management strategy. Journal of Management Research, 5(2), 80-90. Retrieved from http://search.proquest.com/docview/237238894?accountid=28644
Companies realize what people need and they take it as sources to produce commodities. However, companies which have famous brands try to get people’s attention by developing their products. Because there are several options available of commodities, people might be in a dilemma to choose what product they looking for. In fact, that dilemma is not real, it is just what people want. That is what Steve McKevitt claims in his article “Everything Now”. When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways which let people feel impressed, and that are some things they need to buy. This is what Anne Norton discussed in her article “The Signs of Shopping”. People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive.
We propose a branding strategy which takes into account the brands capabilities and competencies, strategies of competition brands and the outlook of consumers experience in their respective societies. As an international brand there is the challenge of staying connected with local customers. We will overcome this by adapting marketing strategy to local needs using a variance of standardized marketing mix and an adapted marketing mix.
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
Consumers will most likely check reviews and compare brands beforehand. Some consumers may also learn from trial and error to find their brand preference. Marketers try to influence customers in the shopping offering category by packaging and advertising. Packaging allows a brand to highlight its features or even include the common 10% more free advertisement. Items that fall into this category include toothpaste, cereal, coffee, toilet paper, alcoholic beverages, bed spreads, clothing, shoes, and everyday household items. Services found in this category may include nicer restaurants, car mechanics, and maid services. Most of these offerings are acquired with a limited problem solving
4) Carefully study the impression created by the brands to consumers and the market. 5) Examine how the brands were launched into the market. 6) Determine whether the brands are fresh and relevant to the changing market and consumer preferences. Rationale:
Consumer offerings are essential products that are available in the consumers’ market. However, not all these offerings are part of the consumers’ need at a particular time. In this brief piece of writing, readers will understand the consumer offerings that relate to their needs and when. Similarly, readers will learn the difference in these offerings and probably the products the author has patronized with a vivid example. At the end of the paper, readers should feel free to consult the references that aided the writing.
The consumers are the reasons why are favorite stores are open and why we have sales. They make up a lot of the U.S so their important
Branding is the talk of the town. Conglomerates spend millions on planning and implementing brand activities. New survey is published and contexts are developed on a daily basis in the effort to find the holy grail of brand management. Since the mid-80s, in general, researchers and specialists alike have explored the domain, scope and latent of the brand. Many different concepts, theoretical agendas and ideas have seen the light of day and, as a result, a wide band of different perspectives on how a brand ought to be conceptualized and managed is in play today
The objective and aim of this paper is to provide details on the proposed solutions and interventions that will improve the brand management strategy of Procter & Gamble, given the concerns raised in the first paper. As a result of the diversifying consumer needs and increased competition, the product centric method of P&G might change its brand management approach from product promotion to driving up consumer value perception and changing brand portfolios in order to increase the level of consumer loyalty and traction on P&G products (Di Somma, “Why Brand Management will replace Marketing”). The format of this paper is designed to discuss the identified issues and challenges in the area of P&G brand management while also providing solutions
These shopper always shop for different things but as time goes on and you have a conversation with them you learn what type of shopper there are. You be surprise what type of customer you meet because you can meet people who have some things in common with you. When they come to the store and you see them they will always speak to you ask you how you doing or how you been since the last time you saw them. Sometimes customer will ask about you on the day you didn’t work and you were off so they were trying to speak to you or whatever the case might
For large multinational corporations that have mass-produced brands, the impression of limited distribution through limited availability can be given instead. This allows larger brands to increase pricing due to the collector value they have given their established brands, since they ensure scarcity through the fact that the products will only be offered for a limited time. Successful implementations of limited editions products can be seen through seasonality like Nestlé’s melon-filled KitKat chocolates or Mars’ M&M candies tied to releases of Hollywood movies. Anything from seasonality, to holiday events or flavorings could be used by companies to activate this type of strategy. The disadvantage from executing limited editions is that the brand is still perceived as a mass producer since it has not limited its access points, and while its value can increase, it will be temporary. For a brand to go to a premium or super premium positioning, it should ideally go through selective distribution to enhance the prestige of its image in the
Commodity related products need brand awareness, since there are very few factors that them apart from their competitors. Hence, the product that retains the maximum brand awareness gets the most sales.
Basically, manufactures try to find solution for distribution of their brand within many categories of consumer products. There is a solution that have been found which known as the distribution intensity. Distribution intensity defined as marketer choose the level of product availability and factors such as the size of target market, production capacity, pricing, services, and promotion if applicable (“ Distribution Intensity”, 2004). Coughlan et al. (2001) mentioned that customers could buy a