EXECUTIVE SUMMARY The rapid expansion of new technologies and digitalisation is transforming shopping behaviours and consumers’ habits. Many industries have started to shift their approach to market and gradually transform their business to meet consumers’ changing expectations and anticipate new trends. In that context, the fast moving consumer goods (FMCG) industry is at a cross-road : while digitalisation affected primarily their retailers, it is starting to gain an important role in their own global strategy. The need to embrace the change along with facing the inevitable transformation have brought on many opportunities which companies are only starting to explore. This thesis aims to analyse one of these opportunities : the direct-to-consumer
Effect of Brand Name on Quality Perception and preference. Introduction Recently, the consumer consciousness had raised and most of the consumers choose to purchase their familiar and favorable brand. Therefore, if businesses want to defeat their competitors, they have to make consumers love to buy their products and brands. Even though consumers are familiarize to the product they heard before and are willing to purchase the product, brand awareness is the most important factor to influence purchase decision. When consumers want to buy a product, and a brand name can come to their minds at once, it reflects that product has higher brand awareness.
Increase brand awareness with social workers, discharge agents and insurance companies to promote the AdvaLert system. Promotion Mix Strategy NST will use both push and pull strategy in marketing AdvaLert. NST believes that the brand needs a push strategy to reach out to those consumers that have not heard of the brand and a pull strategy to engage consumers that seek the brand to gain more knowledge of the products and services offered (Push, Pull, and Profile Strategies, 2018). Thus, allowing NST to utilize both strategies to our advantage when marketing AdvaLert. NST will primarily use the push strategy through personal selling as a way to generate exposure for the brand.
As for brand image is concern it is consumers perception and association held in their mind about brand. Brand image results from favorability; uniqueness of the brand and types of brand association customer has about the brand. Brand image consist of association held on prospect mind, although brand associations aren 't positive aspects, but tend to be graphics as well as symbol associated with a brand. With regard to example- The Nike Swoosh, Nokia sound, Film Superstars much like “Lux”, signature bank beat Ting-ting-ta-ding using Britannia, blue color using Pepsi,
ZARA collects data that shows customers’ reaction to its new styles and sends the feedback to the headquarters, where new products are constantly being developed. That’s why shopping at ZARA is enjoyable, as there are always new apparels which match the latest fashion trend and also suit your preference, at affordable prices. Fast fashion is not only changing the way fashion business work but also driving consumers’ shopping choices. People cannot help but desire to shop again at fast fashion stores for the newest fashionable clothes, even though their wardrobes are already out of space. What’s more, fast fashion retailers’ collaboration with luxury designers, for example H&M’s collaboration with Karl Lagerfeld, Roberto Cavalli, Stella McCartney, and Alexander Wang, can not only increase revenue and margins but also make high-fashion more accessible to the new markets of younger demographic.
But, one time purchase is not sufficient as huge amount is spent for endorsing celebrities. Continuous revenues should be achieved to surpass the marketing expenditure. Hence, it is important to understand whether celebrity endorsement of personal care brands lead to brand loyalty both in terms of behavioral loyalty and attitudinal loyalty. The insights about consumers of personal care brands can aid marketers to identify a more efficient way to gain brand loyalty and thereby also to keep it. Companies in the personal care industry can better grasp consumers’ opinions and attitudes concerning celebrity endorsements.
3.4.1 Benefits of brand extension According to (K. Mundt, J. Dawes, and B. Sharp. , 2006) the most important aspect of a successful brand extension is the ability to have the current users of the brand in one category adopting the new launched product in a different category. Brand extension is an attempt, in part, to exploit the loyalty to the parent brand and to supposedly lower the company’s risk of new product failure. 3.4.2 Limitations of brand extension
Attitudes correspond to descriptive characteristics of the product; benefits relate to the personal value attached to the product; and brand attitudes are used for customers’ evaluation of a product. Even though, Keller’s model is considered to be a pioneer in the marketing theory, and many companies choose alternative modern methods to develop brand equity (Jara & Cliquet,
Rapid growth for fashion consciousness has been observed among males and females. Thus, the demand for better and good quality products has increased and if in case they don’t get the desired apparels the will shift to other brand which satisfy their needs. In India the major share of firm marketing branded apparels goes to the foreign companies. This study is an attempt to analyze the purchase behavior of women and men towards branded garments and to study the effect of promotional activities on their purchasing. According to the American Marketing Association (AMA), a brand is a name, symbol, design, or a combination of them, for the purpose of giving an identity to the seller’s product or service and to differentiate it from their competitors.
Attractiveness of celebrity endorsement will grab intention of consumers. Celebrity endorsement is used by companies to enjoy media exposure. Brand equity will be improved due to celebrity endorsement (Farrell, Karels, Monfort and McClatchey, 2000; Erdogan et al., 2001). Celebrity endorsement will give companies a competitive advantage over similar brands. However, celebrity endorsement will not be effective if they endorse more than one brand (Solomon,