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Promotional Mix And Nonbranded Products
Posted By: seqi007* on 11/4/2004 1:42 AM (CST) 250 Points
what is the role of promotional mix in converting a nonbranded product into brand

Posted by: Squirrel* Accepted Answer
11/4/2004 3:06 AM (CST)
I'm not sure much about what promotional mix means here. However, I can assure that positining play a very imporant and irreplaceable role in building a brand. In my opinion, it's the center of the process and the heart of the strategy. On the other hand, promotion plays a role as efficient supporter for the positioning. Its mission is haing your customer known about your brand and give them the willing to buy your product. The better it plays, the more succesful your project can be (although it doesn't sell your products directly).

Therefore, if you want to re-branding yours, the first thing you should do is determine your positioning your brand. If you don't have enough information, you should take a look at competitive analysis, your internal or corporate analysis, and market analysis. Three of them will help you come up with a good positioning statement. Then, you just need to deploy your stategy in more detail about Product, Price, Promotion and Place (Distribution).

In Promotion, there are several main points: Public Relation, Advertising, Sale Promotion, Ater-sales Service, Customer Care. You should take a careful look at each points to build your Promotion plan.
 
Posted by: W.M.M.A. Accepted Answer
11/4/2004 7:50 AM (CST)
Collaborative marketing plays a crucial role in iincreasing brand awareness.

By tagging on to a branded product as an ancillary product which can be used in conjunction with the branded product, one gains additional and at times critical exposure at a time when their company is at an important juncture in their growth.

Randall
WMMA
 
Posted by: mgoodman Accepted Answer
11/4/2004 10:12 PM (CST)
Squirrel nailed it. It's Marketing 101. Start with a positioning exercise. Understand what your target audience needs, wants, thinks, believes, likes, doesn't like, wishes he/she had, uses, does, remembers, and understands today. What's your position in their minds? What brands occupy which niches in their heads?

If you do a really good job of understanding your end-user customer, you can almost always come up with a positioning that will allow you to differentiate yourself and begin to establish a brand franchise for your undifferentiated product.

Most people find this "too much work" and either outsource it (to a consultant) or figure it's easier and cheaper to just continue with their commodity thinking. Every now and then an enlightened client "gets it" and ends up with the prize -- a valuable and profitable branded business in place of a low-margin, highly price-competitive business.
 
Posted by: Brainiac* Accepted Answer
11/20/2004 5:49 AM (CST)
Hi seqi,
The role of promotion mix does matter a lot when you are trying to develop a brand image for your product, It is the most important amongst all th elements of the marketing mix. To illustrate, a product like salt which is viewed as a commodity, can be built as a brand if you advertise its quality, its purity, its packaging which keeps it free-flowing etc. and thus help build its barnd image. You can also use sales promotions which not only help induce impulse purchases but also increase brand recall. Public relations such as articles in newspapers regarding your brands also help build brand image as these add to the credibility of your product. lastly, personal selling can prove to be very helpful if done in the right manner.

I hope this helps,Do let me know if you need anything else.
Au revoir.
 
Posted by: bob* Accepted Answer
11/27/2004 9:38 AM (CST)
As a member of a company that does direct marketing and promotions, we are always asked to take "new brands being introduced to the market" as well as existing brands" that haven't make their mark up to now and see what we can do to help make the product branded.

Step one: Understand the product and identify the primary market
Step two: decide on sampling to primary markets
by selecting events that directly reach these markets
note: nothing is better then sampling directly to the market.
step three: make sure to always coupon so that product movement can be easily identified
step four: capture information at events about the people you're samplng. This allows for excellent follow up.

Hope this helps you.
Thanks
b_perlstein
 
Posted by: Val (Moderator)* Moderator Response
11/27/2004 10:36 PM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions.

Thanks, so much, for participating!

Val (Moderator)
 


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