A brand might be a first image of the product or service to show out to public in the market. Branding is one of differentiation to the company, products or service in the market. Building brand successfully could bring several advantages to companies, such as enhanced the competitive position and reinforce the retailers power. Also can against defending power of company and extend the market share. A major part of building brand is building brand equity to a company. Brand equity is same to “brand valuation” or “brand value”. It is a value to the famous brand name, at the same time, it also have added-value to the brand. Basically it is structure by five basic assets of company — perceived quality, brand awareness, brand associations and brand loyalty. Perceived Quality Perceived quality is one of important element of brand equity. It is not real quality for product or services Continue reading
Marketing Strategies
Service Quality
Definition of Service Quality There are a number of different “definitions” as to what is meant by services quality. In its simplest form service quality is a product of the effort that every member of the organization invests in satisfying customers. In its broadest sense service quality is defined as superiority or excellence as perceived by the customer. More especially service quality has been defined as: The delivery of excellent or superior service relative to customer expectations. Quality is behavior – an attitude – that says you will never settle for anything less community, your stockholders or colleagues with whom you work every day. When we want to be effective – delivering good quality to the customer – we must produce services that meet “as much as possible” the needs of the consumer. Quality is providing a better service than the customer expects. One that is commonly us defines services Continue reading
Case Study: McDonalds Marketing Strategies
McDonald’s is the world’s largest fast-food restaurant chain. It has more than 30,000 restaurants in over 100 countries. Over one billion more customers were served in 2007 than in 2006. Although net income was down by $1.1 billion in 2007, McDonald’s sales were up 6.8%, and revenue was a record high of $23 billion. “The unique business relationship among the company, its franchisees and suppliers (collectively referred to as the System) has been key to McDonald’s success over the years. The business model enables McDonald’s to play an integral role in the communities we serve and consistently deliver relevant restaurant experiences to customers.” McDonald’s overall strategic plan is called Plan to Win. Their focus is not so much on being the biggest fast-food restaurant chain, rather it is more focused on being the best fast-food restaurant chain. McDonald’s “strategic alignment behind this plan has created better McDonald’s experiences through the Continue reading
Event Management – A Modern Strategic Marketing Tool
Event marketing is a promotional strategy linking a firm to an event, sponsorship of a sports competition, festival, etc. It is an attempt to coordinate communications around a self-created or sponsored event. The event is an activity that gathers the target group in time in a room, a meeting where a message is communicated and a happening is created. Thus, we can say that event marketing plays a major role in the promotional strategy of firms. With the ever rising promotional costs associated with the traditional channels of corporate communications, with customers’ attention being diverted by many channels and modes of communication, the rising importance of experiential marketing and the ability of events to have a better face-to-face interaction with the target group of customers are promoting many firms to increasingly depend on event marketing for better results. Events like tradeshows, exhibitions, executive meets, road-shows, corporate-customer meets, dealer meets, etc., Continue reading
Case Study on Marketing Strategy: Starbucks Entry to China
Starbucks is one of the largest coffee chains in the World. The company has a unique style and atmosphere in their coffee houses. We chose China because it is the world’s most populous country with over 1.3 billion people live there and second-largest country by land area. After 1978, the country’s economy were underwent dramatic changes which involved such relief as permission for entrepreneurs to start up their own business and opening the country for foreign investment. It is obviously that Starbucks managers decided to take advantage of such opportunity to expand their business into new region. To evaluate Chinese market the company used several steps of analyses. Who might be interested in buying coffee in China? To introduce the Starbucks brand the company begun to distribute coffee for free to guests in several Beijing’s hotels in 1994. This initiative indicated that there was a strong demand for their products, Continue reading
Publicity Strategies in Marketing – Positive and Negative
In today’s world, image and reputation of a business is critically significant than past due to increased market competition and also, with developed technologies, the consumers can be more easily evaluate to particular brand of product or organization. Therefore, it is essential that businesses and organizations have understanding of the effective public relation strategy for healthy and positive brand development. Successful public relation can be give to organization as a good image, and thus publicity is significant role in terms of successful public relation. Because, publicity can be helps gain public awareness and build relationship between products and consumers. The publicity can be defined in many interpretations. Publicity involves supplying information that is factual, interesting, and newsworthy to media not controlled by you, such as radio, television, magazines, newspapers, and trade journals. It can be both positive and negative to one’s business or organization and thus, it is significant to Continue reading