Now there’s a real challenge, especially if your label is on a curved or an even package where the readable surface area is even further diminished. Brand credibility is often pointed out by marketing experts as one psychological factor that could trigger the buying impulse of consumers. The initial display cards we developed were two tall and wound up being not allowed in most retailers. To get more sales, a company should know all these roadblocks and factors affecting sales. At Barefoot, we chose to enter the market in the large volume size because we knew that most of the stores had brand sets for the larger sizes and it would give us the billboard effect we needed as a new brand. Your company's strategic position is an important element of brand identity. the research paper is about the impact of branding on consumer behavior. But we have found, in our own real-world experience, that where your product, the customer, the money, and the decision all come together is at the point of purchase. Quality, 2. factors is given below. If your product is satisfying the needs of the consumers at reasonable prices, it will sell. SWOT is an analysis which helps firms to identify the internal and external factors that might affect future performance. For some, this is their understanding of where brand identity starts and finishes. For product producers, it comes down to at least five important factors: Achieving your desired price on the shelf at retail is one of the largest challenges any CPG brand builder faces. In fact, it works so well, we used them all over the country. This is a problem for new brands in small sizes because they not only don’t benefit from a billboard effect, but their brand is now spread out throughout the category. On the other hand, expect a much lower sales volume at the higher price points. You must offer superior volume for price. It has been argued that “it can be easier to establish a new brand if there is a history of product or service experience which has already earned trust and credibility” (Davis and Baldwin, 2006, p.29). If your message is status, you must demonstrate that your product is well worth the extra expense. 1) Under-positioning: Some companies discover that buyers have only vague idea of the brand. Some stores will group larger sizes by brand in smaller sizes by type. (2006) “B2B Brand Management” Springer Publications, Interpretivism (interpretivist) Research Philosophy. If your team doesn’t know how to speak about the brand and answer … Stressing the role of time and experience in successful branding authors argue that the “most of the worlds most valuable brands have been around for more than 50 years” (Clifton and Ahmad, 2009, p.9). Internal marketing ! One must clearly understand what a brand strategy is and what its intentions are. ADVERTISEMENTS: 7 Factors of a Successful Brand Building are as follows: 1. A wide range of secondary data authors share their viewpoints in terms of improving brand image and value in a global scale. But it is still their perception. packaging are distinct factors and conditions (independent variables) that affect brand positioning in the beverage industry. We got a credible third-party endorsement across to our customers in the least amount of space. Here is the Marketing strategy of Dominos, which is one of the favorite pizza chains known for its fast delivery and good quality. What are external factors? Brand name, quality, newness and complexity B. Your image conveys your message. Repositioning, 4. A thorough understanding of branding strategy. Too high, too hard to reach. They know that their brand will live or die based on its position on the shelf. Why? Your image is how your customers know your product. Typically you will have to offer the retail buyers some kind of temporary price reduction to justify their risk and purchasing a large quantity to build the display. This research aimed to study and examine on the factors influencing brand loyalty among the smartphone users in Klang Valley. Brand positioning is a rather functional affair, with an emphasis on product and service features, benefits, usage, value and ability to solve problems for consumers. The core product must achieve the basic … Factors Affecting the Brand Recognition; An Exploratory Study . Brand knowledge is a very important factor. So, they endeavor to win floor displays, so shoppers will literally run into their brand. When you’re new and unknown, buyers tend to give you a placement on the bottom. But the efforts were worth it. This is an example of positioning strategy where we actually had to choose our initial packaging size based on retail set philosophies. There are many Factors affecting Sales of a Product. Basically, is it in a position where it can be easily seen? On the one hand, you have to prove yourself to the buyer with a certain amount of sales and a certain amount of days. Try as you may to convey an image to help position your brand, we have found that the most powerful influence on positioning is reputation. But again, this is not an easy position to achieve. Before they buy it for the first time, most of their perception is based on what they’ve heard about your brand and how it’s priced. Then figuring out what the retailer has to “see” sale (i.e. If you've staked out a position based on low prices, your brand will be known as an industry leader on price. Crossan and Apaydin (2010) confirm this viewpoint and specify core elements of the brand as expression, perception, and recognition that are subjected to the impact of internal and external factors specified above. 2. In other words, it’s how you look on the shelf, more than what you say in other media, that ultimately makes the sale in the retail store. This provides an excellent billboard effect for brands with many types. They will spend more time in the marketplace taking careful note of what works and what doesn’t before they ever sit down to a keyboard and monitor. Then figure out what the distributor, broker, jobber, or other middle person has to see. Most CPG products have small labels, usually no more than 3” x 3”. Now add to that the white space that is necessary to make your logo pop and give your label a clean easy-to-read image. Abstract - This research aims to identify why Pakistani brands are not being recognized internationally. Your final price position on the retail self, vis-à-vis your category’s velocity price point, will peg your product as high-end, average priced, or low-priced. Critical evaluation of branding strategy in a systematic manner has also been advised by a range of secondary data authors and it has been stated that “good brand strategy should last as long as it is best strategy possible” (Kotler et al, 2006, p.197). Copyright © 2021 Consumer Brand Builders. “Well, I guess we’ll just have to go after the “foot traffic”. 3.2 Form of Research 3.2.1 Phenomenological approach Description: A good positioning makes a product unique and makes the users consider using it as a distinct benefit to them. A company resorts to many means to overcome the obstacles and to have better sales. A tag line is an external statement used in your marketing efforts. The largest single critical factor determining the company’s sales growth is the product itself. But even after you’ve made the sale, their perception can change based on poor customer service. They’ll tell you it has to do with how your advertising positions your brand. You must overcome the prejudice that nothing good can come “cheap”. This type of positioning is not something you can design on a screen. It is equally important to understand the … Moreover, the issues of brand personification have been explained by Fioroni and Titterton (2009) by referring to the example of Virgin Group, where it’s CEO Richard Branson has successfully established himself as a core of the brand. Their importance has been rated in this study and it is very clear on how they affect brand positioning. The findings recommend serious On the other hand, you’re on the bottom which is the hardest position to sell from. Market positioning is a strategy that involves influencing potential customers to think of the product in a certain way. Longevity, ability to stay relevant in increasingly non-linear decision making processes and having a consistent and reliable communications vehicle are important factors that influence the success of any brand positioning exercise. Moreover, Fog et al. How your branded product appears is essential to a successful brand positioning strategy. At retail, with the consumer product, your message is limited to the harsh realities of the retail marketplace. Our staff members were joking one day about this dilemma. It shows the number of types under that label also known as facings, and their relationship to the other brands. Many brand builders try to say too much on their label, and as a result, create a jumbled mess that can’t be read from 4 feet away from where she’s pushing her cart. The brand is seen as just... 2) Over-positioning: ADVERTISEMENTS: Buyers may have too narrow image of the brand. So, aside from physical shelf position, what is brand positioning? How Zara’s brand personality and brand positioning leads them to become a leader in fast fashion market, and how do these factors affect consumer buyer behaviour and their decision-making process when they are thinking about Zara. It’s how they remember it, and it is how they find it. Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness. Core benefits derive from core products. Vertical integration across the supply chain has helped the company in aligning its resources and controlling the cost structure so as to be competitive in the market ... Andihka, G., Yuliati, L. N., & Kirbrandoko, K. (2016). If you are attempting, as we were, to sell high value at low price, you face a serious selling challenge. factors affecting marketing environment Marketing environment scanning is a continuing process of gathering information regarding the company’s internal and external environment, analyzing it, forecasting its trend and impact on the operations and performance of the company. Most marketing folks will tell you that your image is much more than how your package looks. 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