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How Do I Build Up Brand Awareness?
Posted By: chrissie* on 11/22/2004 6:58 PM (CST) 125 Points
I want to do a thesis for a Swimwear Fashion companz based in Australia. They are exporting into Europe since about 2 years. The sales are ok, but actually the brand is not known among consumers.
As the major objective is to boost sales (I would like to focus research on the German market) I though about researching how to generate brand awareness. What marketing tools can I use and how do I start the implementation?

Posted by: JBtron Accepted Answer
11/22/2004 7:15 PM (CST)
chrissie,

Welcome to Know How Exchange!
Don't forget to check the "search Questions" section of the site before you post. The answer may already be there.

NOW: My first reaction is "Why Germany?" Doesn't France have a much more swimwear-conscious society?

Secondly, boosting brand awareness is always a combination of:

-Knowing your target audience
-Knowing your target market(s)
-Knowing your category competition
-Knowing your distribution
-Knowing your brand's visual equity and level of current brand recognition
-Understanding what sales have been doing in your target market(s) and WHY
-What your strategic business goals are for increased sales
-What your budget is for increasing sales

If you've got all this information together, you have the BASICS before you begin the project.

You also need to find out:

-What bathing suit sales are like in Germany right now, and what they've been for the past five years (to make sure you're not trying to overcome a trend that may put you in a hole before you start)
-WHO buys German bathing suits? In other words, what are sales figures for men? Women? Children and teens? WHO makes the purchases for children and teens?

ALL THIS INFORMATION will help you on your way.

As far as marketing tools are concerned, the Internet is one of the best to start with. It can help direct you to more directed tools that can cut to the heart of the matter for your assignment.

GENERATING BRAND AWARENESS is done by:

-Exposing the market to the product and promoting it heavily
-Finding promotional partners that can help you do this, be they manufacturers or distributors - both can help.

I COULD GO ON, but I'm sure others will do that for me.

In the meantime, if you need more help, POST MORE SPECIFIC INFO on your situation. It can only get you to an answer sooner!

Hope this helps!

Best,

::JBtron
 
Posted by: W.M.M.A. Member Response
11/22/2004 7:34 PM (CST)
JB is such a gentleman. And his advice, just this evening is worth several hundreds of dollars to the right company, with the right mind for growth through intelligent perspectives.

NO POINTS FOR ME, VAL-

Just please be reminded to go into Google and enter the key words: Brand Awareness; Branding New Product; Branding my company; does branding work. Then read Philip Kotler's information on the web. Then read all of the branding questions in the Search Questions link, just to the right of this column.

When you have completed at least half your research, you should have a totally different perspective about moving forward. Put your thoughts in a paragraph OR TWO and come back and ask us more specifics. By that time, you will have achieved many hours and changed your mind several times....and, if you're lucky...you will have the all famous - CONCLUSIONS. Bring em' on...we'll take a look.

Have a great Holiday Season; I want to be perfectly correct, as my associate Glenn Beck did on his radio show. I want no one left out.

So, with my most sincere blesssings and thoughts from my family to each and every one of you, and as we try to move ahead to becoming one world people...

Happy HonaRomaKwanzMas Season to all.

Randall
WMMA
 
Posted by: chrissie* Author Response
11/22/2004 7:37 PM (CST)
thanks for that, first of all, I'd like to respond to your question - why Germany? Germany is the biggest export market in Europe at the moment. I am German myself and living in Australia at the moment, so I think that I can put myself much better into the situation on the German market and on the consumers, especially when it comes to communication.

The major objective of the company is to become the No. 1 swimwear brand in the world within the next 10 years (by quantity of sales), and according to that they have to boost sales in exports.

The problem on the German market according to the CEO is that the entire additute towards swimwear is totally different to anywhere else. They don't see Bikinis as a fashion thing, they rather think of it as a neccessity.

The CEO's perfect scenario is to change the entire attitute of customers around. I have no idea though of how to do this and if it can be done at all. Any hints?

Thanks very much for your help!
 
Posted by: W.M.M.A. Member Response
11/22/2004 7:47 PM (CST)
Changing customer attitudes. There should be a lot of information about that in the Search Questions section, just to the right of this post.

I would tend to believe that in order to change attitudes, that there would have to be a complete re-education program...Globally.

Ok: These bikinis are no longer to be utilized to keep sensitive areas from gaining too much exposure to the Sun's devil rays. From today forth, they are simply the foundation garment for this large cotton/blend robe, enfused with pfs77 sun screen. You see, it has beautiful fresco's of Jimmy Buffet and the Mermaid from Disney. Just lovely for lounging inSt Tropez summers.

I'm in on this project. I'll drop my fee down for a trip to St. Tropez. All in good fun my friends, after a very long few weeks.

Thank you, for my indulgence.
Randall
WMMA
It really is me.
Not the imposter me, that lurks around this site.
 
Posted by: Progeny* Accepted Answer
11/23/2004 9:14 AM (CST)
I agree why germany ? france , spain and greece are very good market for swim wears. Second define the target group find out what thier needs and likes are and study it well. how is your priing stratgey vs your competiion . how do you plan to do disterbution are you using an agent thier. These are key elements as your baisc foundation, in terms of branding i suggest that you work on publicty and find the uniqe selling propistions in your productlines vs your competitors and make story out of them to generate quick publicity and also use in store visiual brandings like P.O.S ,danglers stands that will help brand comunication. If you have postioned your products as premium do not use discounts because it down grandes the value of the brand it all depends on your pricing strategy again and which class and segement of the comunity your targeting. Words are very good and exellen to support branding using message s that are related to your swim war on danglers and swim suit, yest swim suit , example if your swim suit is imprinted with a message such as be friendly to whales but dont make love to them, always change messages in differnt suit conterverisal message related to sex grabs publicity too. I hope I have helped
 
Posted by: chrissie* Author Response
11/24/2004 4:39 PM (CST)
I would like to point out again that the company already does export into Germany, and in my opinion there is a big gap in regards to swimwear in this market - that is exactly why everyone thinks - why not France or Spain? - There already are heaps of fashionable competitors who I can hardly find on the German market.
THe objective would be to change the customer's attitude by showing them more fashionable, colourful, stylish and modern swimwear!
But how do I change a consumer's attitude??
 
Posted by: thinkmor Accepted Answer
12/5/2004 9:39 AM (CST)
Hi Chrissie

Sounds like you have abit of 'internal' myopia. Your problem is more strategic than a branding issue specifically.

When Ceos are fixated with what they WANT to do they love to set goals which will affect your marketing plan, most often, is nothing more than wishful thinking.

Your Ceos goals maybe just unrealistic. When you're so focused on a goal you become inflexible to a degree and you miss opportunities. You may have problems which no one is facing head on to deal with and wanting to solve.

Shouldn't you really be concerned with identifying 'New Opportunities' that deliver greater customer value to various segments of your customers or new segments, channels?

I would suggest you start with a SWOT but in reverse TWOS. You'll find new directions quicker from first focusing externally as opposed your current internal perspective. I'd also compliment with Porters 5 Forces, BCG MAtrix and QPA. I am assuming youl will be carrying out the necessary consumer market research and will combine all these maps to find the opportunities you may be missing.

Analyse and evaluate the 'gaps' you mention and then look into strategies how you can realise and fulfill them, solid marketing plans with creative execution with the necessary controls for regular and monitored reviews.

Hope this helps.

Zahid Adil
 
Posted by: Sanjeev Kumar Vyas Accepted Answer
12/30/2004 11:23 PM (CST)
I think there is loads of information on the net regarding your questions.
Has the Ceo broken the main goal to small chunks?
"No.1 Swimwear brand in 10 years" thats the main goal. are there smaller chunks like No. 1 swimwear in Germany in next 2 years, No. 1 in Europe in next 5 years. No.1 in US in next 6 years, Start market in Asia in next 2 Years, No. 1 in India in 8 years, No.1 in China in next 9 years or something like that?
If not then it is just wishful thinking. More planning needs to be done on that.
As far as peoples attitude change is concerned may be you have have swim suite fashion shows on the main beaches, or in sports shops etc. Again a whole book can be written on this.
Regards
Sanjeev
 
Posted by: Val (Moderator)* Moderator Response
1/3/2005 4:31 PM (CST)
Hello all. I am closing this question, since its more than two weeks 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)
 
Posted by: jaffet* Member Response
5/24/2006 1:31 PM (CST)
I started an online business with WorldVentures.

I have a website www.jaffet.com where one can book travel, and www.jaffet.info were it gives you an overview of the business.

JAFFET works as a search enginee. It searches over 200 companies, including the giant travel companies such as ORRBITZ, EXPEDIA, TRAVELOCITY... etc. to find the best online travel prices.

I would like more people to use my site, and expand the "awarness" from local Lakeland Florida to Nationwide USA.

Any advice? ,
 


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