Strategies For Branding Success. Anne Thomas
Читать онлайн книгу.
the marketing department functions and activities of other departments like operations finance, pricing and sales.
Before deciding about a marketing strategy, the company must do an in-depth study about their business, and the market. This is where marketing management merges with strategic planning. Usually the marketing strategies are of three types, customer analysis, company analysis and competitor analysis. Using the customer analysis, the market is broken down into different types of customers.
The marketing management realizes the characteristics and other variables of each group. They are geographical location, demographic, customer behavior pattern and need. Like a group of people can be recognized who can be less price sensitive, purchases often and are growing. Such groups can be worked on by heavy investments as they are worth the money and time.
They cannot only retain such customers and make new customers in this group but they can go to the very extent of turning back customers who don't belong to this group. Understanding the needs makes customer's expectations to be met per their satisfaction, better than the competitors, which will lead to higher sales and obvious profit.
Company analysis highlights the cost structure and resources of the company and cost position when compared to competitors. The accounting executives use it to learn about the profit earned by a particular product. From time to time, audits are conducted to study about the strengths of various brands of the company.
Marketers using competitor analysis build detail customer profiles. It gives a clear picture about the strengths and weaknesses of the firm, when compared to a competitor. The competitor's cost structure, resources, competitive positioning, degree of vertical integration, product differentiation, and profits are studied in detail and are compared to what company is doing in those regards.
The marketing management to do marketing analysis carries out marketing research. The most common of such researches are qualitative marketing research, quantitative marketing research, experimental techniques and observational techniques.
After all the studies and researches are conducted, its easier for the marketing manager to make strategic decisions and they then can design a marketing strategy to increase the profits and revenues of their company. The other goals can be profit over the long run, market share, and revenue growth.
Chapter 14: Marketing Classes
Ask most people whether they feel the need to undertake marketing classes and chances are they would say no. Most people have a tendency to believe that they know whatever there is to know about marketing. And attending marketing classes is seen as a sheer waste of time, money and effort by many. However, having said all that, scores of people worldwide do pay a lot of money and invest a lot of time to enroll themselves in marketing classes. So what is it about marketing classes that gives them this sort of universal appeal?
To understand that, we must first examine what marketing classes offer to a prospective student. For most people, marketing classes are a sure shot way to getting the lowdown and the tips that various marketers have used down the ages. Instead of having to make the very same mistakes themselves, learners make use of the tips and tricks provided in marketing classes to get up to speed, in a manner of speaking. That's not all. By interacting with people from other backgrounds and demographic profiles, who more often than not will have different perspectives of marketing classes and the wealth of information they offer, learners can make use of the classroom as a mini world scenario.
But there is one aspect of marketing classes that cannot be easily ignored or even tucked away. And this pertains to the social networking aspect of the marketing classes. Gone are the days when information flowed only from one direction. Today's knowledge economy has evolved to a stage where the flow of information is to ways. Even ordinary people can make use of web2.0 media like blogging sites and podcasts in order to transmit their own brand of marketing knowledge to even the most erudite of marketing professionals. And it is in the web that the next generation of marketing classes are being conducted.
The internet has changed the way in which marketing classes are conducted. In fact, it would be true to say that the way in which almost all classes have been conducted has undergone a tremendous change. But as far a marketing classes and the people who attend them are concerned, almost all the change has been for the better. For one thing, it has made the marketing classes themselves more open to the two way flow of information. And for the other, it has enabled the field itself to grow and expand its scope beyond the traditional boundaries it was earlier restricted to.
Chapter 15: Signs - Ultimate Sales Tools
A well-designed signage program can instantly and effectively communicate the style, professionalism and overall presence of your business, it conveys to people who you are, where you are and what you do. Vehicle signs are one of the most cost-effective advertising tools available to maximize the potential of your business.
With unique and effective design, your shop car becomes a moving billboard and connects with your customers in a way that no other advertising medium can. It sends the message to potential customers that your company is expert and professional and is also established and reputable. Vehicle advertising is long lasting and works 365 days a year. Exterior and interior signs are also important marketing assets in promoting your business and enhancing its representation.
How your directional and informational signs are presented and function together with attractive storefront or forecourt signage are important to a positive customer shopping experience which will in turn create more sales and leads.
Advertising banners and displays can be used to announce new products, promote special events, advertise sales, generate excitement or attract and motivate customers. One of the initial things to do when choosing a sign company is to find one that specializes in the sort of sign you want. Although the majority of companies will not refer to any specialty in their advertising, many will actually be mainly proficient at making a certain type of sign.
You will often find faster turnaround and better pricing when working with such a company. Working with people who are on the whole informed about the details surrounding a given project can significantly impact the type of signs that are created. If you are not using your own designer, you may want to think about the completed projects of graphic designers working at the sign company. This may well be your best investment.
Chapter 16: Ten Branding Musts
Branding is not just your logo or tagline or the "look" and "feel" of your marketing communications. Branding is the sum total of your customer's experiences and perceptions of your products, services, and employees. In actuality, your brand is what everyone else thinks your company and product are - it's what people say about your company behind your back. A branding strategy is the beginning of all customer contact behavior.
When the budget allows, the branding strategy can become the basis for better advertising communications such as multi-media advertising, direct mail, trade shows, and expanded public relations. The undertaking of branding may seem scary; however there is strong proof that branding is worth the effort. Listed here are some benefits of a strong brand.
*Branding is what gives your company value and separates you from your competitors. *Enhanced perceived value allows for top pricing and shelters you from price competition. *Branding will provide protection in times of negative press. *A strong brand enables you to launch new products and services more quickly and cost effectively. Your brand will come to pass with or without your effort. Branding and managing a brand is tough work. Here are some no-nonsense guidelines on how to get started.
*To succeed, you'll need to get everyone involved from top management on down. *Research the successful competitors. Study their communications and how they position themselves. *Study what values are most significant to customers. Develop a questionnaire and interview key customers and prospects. *Develop a strategy from the information you gathered. It must be achievable and differentiating. *Leverage brand strategy by integrating marketing communications. Check for consistency of all communications from every department. Sending a cohesive message will build brand equity. *Evaluate