Brand activation is a new word in business. The brand activation is the process of attract the consumer to your brand through campaign, events, promotion, digital campaigns. Brand activation permits to consumers/customers to find your new products and re-launched products. The brand activation is a strong connection built between the brand and the customers which permit to him to proceed to the purchase action. In certain words, this is a way to educate your clients. The goal of a brand activation strategy is not necessarily an increase of purchase but more about the human dimension, the goal is to increase the brand image, the brand loyalty. We can split the process of brand activation in five steps: start with what do you want from your customer, what is your audience and what they currently think about you, plan your objectives, what is your power in the brand activation, think about Continue reading
Marketing Management Basics
Significance of Social Evaluation of Marketing
Social Evaluation of marketing is an approach that has a long-term impact on an individual.  Marketing plays an important role in a society by influencing life of people. Marketing is much more than advertising and selling.  It plays an important role in meeting the needs of the consumers. The concept of marketing touches life of every individual. It is a medium through which desire of people is satisfied on everyday basis.  The overall concept of marketing concept covers activities like advertising, public relation, promotion, sales, etc. This is a process through which a product or a service is introduced in the market. For the reason it is important to manage the marketing policies. Marketing is a broad concept comprising of activates from procurement of raw material till after sales services. The broad parameter of the marketing strategies helps in organizational design. For the purpose the marketing strategies are developed by Continue reading
Effect of Relationship Marketing on Customer Retention
There is a relationship between two or more parties who are in contact with each other, comprise supplier (seller) and customer. Relationship marketing begins to provide framework for such marketing situations as describe by the two experiences. But its applicability has also invaded consumer goods and services. Relationship marketing became a common approach of marketing. Nowadays, there are the four waves of marketing comprise Mass marketing, Targeted marketing, Global marketing and finally Relationship marketing. Those waves play an important role by itself. Three of four waves share one thing in common. Its goal is maximizing sale in Mass marketing, Global marketing or Target marketing. After all they try to increase sale and endure profitable growth simultaneously and marketers are beginning to appreciate that they need more creation and reinforcement of building customer relationships. The relationship marketing is influenced by some areas of marketing comprises traditional marketing, sale management and marketing Continue reading
Key Characteristics of Online Marketing
With the maturity of Internet technology and low cost of networking, the Internet is like an “adhesive” to bind businesses, groups, organizations and individuals together across time and space, and making the exchange of information between them become “so easy.” Of Marketing, the most important and most essential is information dissemination and exchange between organizations and individuals. If there is no exchange of information, then the transaction has no source. For this reason, the Internet has certain features which are required in marketing to make internet marketing possesses the following characteristics: Not subject to the limitations of time and domain. The ultimate goal of marketing is occupy market share. Because the Internet can exchange information by transcending time and space constraints, firms have more time and more space for marketing. They could provide global marketing anytime and anywhere. Rich media. The Internet was designed to transmit multimedia information, such as Continue reading
Importance of Consumer Behaviour
Consumer Behaviour or the Buyer Behaviour is referred to the behaviour that is displayed by the individual while they are buying, consuming or disposing any particular product or services. These behaviours can be affected by multiple factors. Moreover, it also involves search for a product, evaluation of product where the consumer evaluate different features, purchase and consumption of product. Later the post purchase behaviour of product is studied which shows the consumer satisfaction or dissatisfaction where it involves disposal of product. The customers while buying a product goes through many steps. The study of consumer behaviour helps to understand how the buying decision is made and how they look for a product. Moreover, the understanding consumer behaviour also helps marketers to know the what, where, when, how and why of the consumption of product consumption. These help marketers or organizations to know the reason behind the purchase of product by Continue reading
Elements of Brand Identity
There are many elements/characteristics associated with a brand, which need to be understood to facilitate brand creation and brand management. These include brand identity, image, positioning, personality, culture and architecture, as well as brand components such as the text, visual images, and sounds. The brand identity is the way in which a brand/product is portrayed by the firm, with the aim of differentiating the brand from competitors while concurrently creating familiarity between the target market and the brand. This is achieved using a range of tools, which will include the brand image, positioning, personality, culture and architecture. The brand image uses these tools in a combined manner to create or embody a unique set of representative associations which helps to establish a relationship between the customer and the brand/product. The brand identity should create immediate recognition not only for the underlying product/service, but the values, positioning, and general benefits associated Continue reading