Association should assess the customer needs, remembering the deciding objective to target them in a very much arranged way. For this, the firm should research their slants and taste for reasonable exchange things. Customer conduct should be all that much explored before the start of the targeting technique. Targeting framework in marketing arrange in like manner chooses the business suitability. Target market for the marketing course of action should incorporate every one of those people, who have needs for purchasing products.
2- Marketing Strategy: It can be defined as Firm’s plan to unify its all the targets and goals of Marketing into one single strategic plan. An amazing marketing strategy can be achieved by analyzing the market and paying attention on its product, and the needs of its users to attain the sustainability and the higher profits. It can be further identified with set of segments on which Marketing depends upon, via focusing on targeted markets by posturing the product or its services under positioning method. Segmenting, Targeting & Positioning It assists the organization to indentify customer needs, opportunities in the market, and plan accordingly to target specific areas for better business. It can be classified in behavioral, demographical, psychographical, and geographical aspects of segmentation.
First, consumer thinks of brand every time while thinking about product category. Raising brand awareness enhances the chances that the brand will be in consideration while looking for product category. Second, brand awareness also effect consumer decision for brands which is in their consideration. Thirdly, by influencing strength of brand association brand awareness effects consumer decision in brand image. As for brand image is concern it is consumers perception and association held in their mind about brand.
The Role of Marketing Managers are: Marketing Objectives: Marketing Manager as the prime key to advertising management dissect and set the target of the promoting which are in the line ups of the organization either which are fleeting and any long haul. Planning: Once the destinations are clear the following step is to arrange the things according to the goal to meet to make the item according to the client the item according to the client prerequisites and organization assets and Ideology. Arranging incorporates deals figure, promoting methodologies arrangement and marketing systems.
As a result, valueformoneyistakenby the customers asapre-requisite criterion while making choice of shops. Today, consumersareincreasinglyaware at the brandbehind the product or serviceandthebusinessbehindthebrand. To create and maintain a quality customer relationship, cause-related marketing (CRM) provides that opportunity for the emotional as well as rational engagement of customers and other stakeholders (Adkins,
1.4. THE OBJECTIVES OF A GOOD BRAND • Delivers the message clearly • Confirms your credibility • Connects your target prospects emotionally • Motivates the buyer • Concretes User Loyalty To succeed in branding one must understand the needs and wants of ones customers and prospects. One does this by integrating brand strategies through ones company at every point of public contact. Brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot6.A strong brand is invaluable as the battle for customers intensifies day by day.
Introduction – Field of study In this section I will cover briefly what a BA (Hons) in Strategic Brand Communications is and what a brand and brand strategy is. The course consists of the following modules: Brand Communication Strategy Planning, Brand and Brand Building, Brand Communication in Context, Channel and Media Planning and Relationship Management, lastly Research Methodology. To understand what this course is you first need to understand what a brand is. So what is a brand? A brand is a unique mark/symbol and or a name that distinguishes itself from competitors resulting in creating an image and promise to its consumers.
It is an accumulation of contact and observation by people external to an organization. It should highlight an organization’s mission and vision to all. The main elements of positive brand image are- unique logo reflecting organization’s image, slogan describing organization’s business in brief and brand identifier supporting the key values.Brand image is the overall impression in consumers’ mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image.
Brand identity can create relationships between the brand and the consumer by having value propositions that include financial, emotional or self expressive benefits (Aaker 1996), The company needs to establish how to communicate the brand identity to all brand stewards (employees and agents) that are responsible for marketing communication with consumers (De Chernatony 1999). De Chernatony (1999), pointed out that there is the possibility of conflicting messages being communicated to consumers because the all the various communication tools have different points of contact with different consumers. This makes having an effective IMC strategy vital as IMC enables companies to create synergetic messages that will communicate clear and consistent messages to consumers as well as effectively reinforcing the messages communicated by the company. An effective brand identity strategy should advise, guide and assist in evolving, fostering and applying the company’s overall IMC
Channels of distribution is one of the important ingredients of the marketing mix.The role of the marketing manager is to ensure that Channels of distribution complement the other marketing mix to execute the vision of the marketing manager in achieving his or her set goals.’’Channels of distribution is therefore the system by which customers have access to the company’s product or service’’(Dhar,Winer,2011,pp.341).Distribution channels act as intermediary between the manufacturer and the final consumer. In ensuring that the objectives of the marketing manager is achieved, the role of the marketing manager is entrusted to design avenues that would find its product with the target customers. It must be noted that a brand with a great value