品牌资产识别与新产品营销-加拿大作业指导

品牌资产识别与新产品营销-加拿大作业指导

Identifying Brand Equity and New Product Marketing

 

特许经营是一个组织的三个业务程序之一。其他是组织声称的单位或组织拥有和特许单位的混合。特许经营是获取和留住客户的业务流程。这是一个展示框架，在当前和未来的客户的个性如何组织的项目和行政部门可以帮助他们的图片。这是一个系统的项目和行政管理，满足客户的需求。特许经营是一种相关的业务连接系统，允许不同的个人传授：

 

Franchising is one of three business procedures an organization may use in catching piece of the pie. The others are organization claimed units or a mix of organization possessed and franchised units. Franchising is a business procedure for getting and keeping clients. It is a showcasing framework for making a picture in the personalities of present and future clients about how the organization's items and administrations can help them. It is a system for conveying items and administrations that fulfill client needs. Franchising is a system of associated business connections that permits various individuals to impart:

 

A brand recognizable proof

An effective strategy for working together

A demonstrated promoting and circulation framework

In short, franchising is a vital collusion between gatherings of individuals who have particular connections and obligations with a typical objective to overwhelm markets, i.e., to get and keep a greater number of clients than their rivals.

 

Company Name: Underground Racers Company

 

Little entrepreneurs can partake in this auto repair establishment opportunity by obtaining the exiting Underground Racers Company repair shop, assembling another shop or changing over their current car repair organizations into Underground Racers Company shops. The organization prescribes individuals who are keen on this business opportunity be driven, objective arranged and have solid individual and initiative abilities. Starting preparing incorporates in-shop introduction and 10 days of preparing at the Underground Racers Company preparing focus. The organization likewise offers continuous car industry preparing in numerous territories, including diagnostics, upkeep and wheel arrangement. When we open our Underground Racers Company establishment, the organization offers continuous help with promoting, business administration and client relations. (Kaynak, & Herbig, 2014).

 

5 Dimensions from Brand Equity.

 

 

Brand value is the worth our organization name has in the commercial center past what our bookkeeping records show. Situating is the utilization of promoting to extend separation in our organization, items or administrations to focus on clients. Fabricating and keep up a solid brand is an essential correspondence objective for fruitful organizations. (Kaynak, & Herbig, 2014).

 

Item Differentiation

 

Separation intends to create and impart something greater, better or different about our advertising. In the event that we don’t present something different to the commercial center, we depend singularly on discretionary choice making from customers. Creating a different and wanted profit blend and plainly informing our business sector sections regarding it helps drive clients to our business or items. Natural nourishment producers or affiliates stick their separation on the regular, sound focal points their items give.

 

Market Segmentation

 

Alongside separation, the other key segment of brand situating is the target business to whom we position. We may offer an amazing, different profit, yet in the event that we don’t exhibit it to the privilege business section, it won't make any difference. Offering the most reduced cost to a profoundly princely market portion doesn't bode well, for example, in light of the fact that clients with cash ordinarily search for unrivaled item advantages or astounding administration. Recognizing clients focused around imparted demographic, geographic, and behavioral or way of life qualities and centering our endeavors on them enhances our potential for brand value. (Kaynak, & Herbig, 2014).

 

Client Loyalty

 

Client faithfulness is nearly fixed to both brand situating and brand value. Client devotion is the penultimate objective in advertising correspondence. When a client gets to be unwavering, we have an enthusiastic responsibility from her. We create this faithfulness focused around the adequacy of our situating in both advancement and conveyance of a positive client experience. A solid, faithful client base is a central point in brand value. In the event that our clients can undoubtedly escape by another or contending brand, it is difficult to say that our image has critical esteem past its money related resources. (Gummesson, 2014).

 

Brand Extension

 

A brand augmentation happens when we power our image value to market another business or item to another client market. An unmistakable organization sample was Gap dispatching Gapkids. Heading bathroom tissue brand Charmin extended its image by offering a lower-end choice, Charmin Basic, to cost cognizant customers. Brand augmentations just work on the off chance that we have solid brand value, on the grounds that we basically depend on our demonstrated notoriety to pull in new business.

 

Describe our new product. We have many choices. It could be a classically innovative product, new-category entry, an addition to the product line or line extension. It could even include more minor product changes like product improvements, repositioning, or cost reductions.

 

Underground Racers Company is going to be one of the biggest shippers and wholesalers of car spare parts in America. Joined with our accomplice organizations, we will serve the whole Southern African district and numerous parts of the America. We will give an extensive variety of auto extra parts and quality client administration to the wholesale, retail and government markets. Our significant scope of items incorporates Body Panels, Engine Parts, Suspension Parts, Lamps and Accessories, Bore-hole Diesel Engines and its extras to say a couple. (Gummesson, 2014).

 

Our worldwide supply base and elite distributorship right in Botswana offers us an undeniable playing point to give quality parts at the privilege cost. We will be importing the best parts and embellishments from trusted sources in Australia, Italy, India, Japan, Korea, Thailand and the U.K. Our groups of masters have in excess of 20 years of involvement in this business. Our expert administration group and prepared, client administration situated deals staff are profoundly qualified to address our needs. (Gummesson, 2014).

 

How to Grow and establish the Business

 

We can develop an extra parts business by running transient advancements to support deals or putting resources into the administration we offer. Offering clients better esteem, speedier conveyance, a bigger reach, better quality or authority items that are hard to get somewhere else can help we to fabricate stronger, long haul client connections. To develop our business, we have to recognize prospects that need the kind of items and nature of administration we are putting forth and impart the profits obviously. (Gummesson, 2014).

 

Separate our business by offering quality extra parts with long ensures. Advance the criticalness of value parts, contrasted with ease options that may fizzle early and cause wellbeing issues. Acquire an establishment for supplying unique gear producers' extra parts or extras from a trustworthy brand-name parts maker to upgrade our picture for quality. Distinguish prospects for our business. Target high-volume clients, for example, administration and repair organizations, autonomous administration experts and armada administrators. Set up a wholesaling operation to supply retail outlets that offer extra parts. Survey chances to supply pro parts for more established items that are not for the most part accessible, for example, extras for vintage autos. (Gummesson, 2014).

 

Make it helpful for clients to request and purchase from us. Set up a site with list pages of our items and an office for requesting on the web. Furnish extensive clients with altered website pages or printed indexes that demonstrate the items they request often from we. Set up a 24-hour phone voice-mail for clients to put in earnest requests outside our typical business hours. Offer clients a scope of conveyance choices to enhance accommodation. Give administration and repair clients with an expedited service or gathering administration for earnest repairs. Present a same day conveyance administration for clients who spot requests before a certain time, say 3:00 p.m. give an exceptional gathering point on our premises for clients who request online or by phone. (Papadopoulos, & Heslop, 2014).

 

Give substantial clients a stock administration. Investigate their stock buys and distinguish use designs. Offer a stock top-up administration that guarantees clients dependably have the privilege level of stock level for frequently utilized parts. Give a booked conveyance administration to lower-volume parts. Incorporate covers stock utilization as a feature of our administration. Build fleeting deals by running advancements on mainstream, high-volume parts, for example, auto overhauling packs that incorporate channels, sparkle fittings and oil at a limited time cost. Offer rebates on occasional items, for example, radiator fluid and windshield wipers for winter driving. Set up motivation plans for customary clients to support rehash deals by offering prizes for clients who surpass a buy focus on that we set. (Papadopoulos, & Heslop, 2014).#p#分页标题#e#

 

Discuss the new product and service development process.

 

Creating and eventually dispatching an item can regularly represent the moment of truth a business, particularly a new company. A few organizations create stand out item, while others create a lot of people. Item advancement steps shift focused around the way of the business and the administration style, yet most organizations take after seven principle steps in the improvement process. (Belch, Belch, Kerr, & Powell, 2014).

 

The main step is to produce a thought for the item. Ask representatives, particularly the individuals who manage clients consistently, for item thoughts. Review clients for input on existing items. Inspect our industry to see whether there are ranges where helpful items don't exist. Make an online review for our clients or social networking fans to take. List all thoughts for another item. Make a rundown of item thoughts and offer it with the fitting chiefs in the organization, for example, the administration group. Examine the advantages and disadvantages of every thought and limited the rundown to simply a modest bunch of the best thoughts, in view of their capability to produce income, and also the time and assets we need to really make the items. (Belch, Belch, Kerr, & Powell, 2014).

 

Look for criticism from clients, representatives and accomplices on which thought is generally engaging. Approach clients for input through email or telephone calls. Send an email to accomplices and workers and solicit which from the items appears to be most helpful or important. Whittle the rundown to only one or two item thoughts. Investigate the remaining item thought from a business point of view. Decide what amount, if any, rival exists for comparative items. Focus the interest for the item, and gauge all expenses subsidiary with the item, for example, improvement expenses and operational expenses, to help focus the net revenue. (Papadopoulos, & Heslop, 2014).

 

Create a model of the item, then impart it to a modest bunch of great clients and key accomplices. Request that they attempt it out and give input. The advertising group ought to utilize that input to art showcasing messages and creating promoting fight thoughts, for example, email crusades, sites, bulletins or blurbs. Build the advertising messages in light of the most well-known positive remarks or responses from clients and accomplices amid the model assessment. Make conformity to the model or create another rendition, if fundamental. Create extra models for business testing. Do a little item discharge in select territories. See whether the item offers well, and assess why deals are high or low. Assess the cost and the adequacy of the advertising messages. A little dispatch causes figure out what needs to be carried out before an authority dispatch. Start generation for the first round of the item dispatch. Assess what number of items to create focused around our business testing and interest for the item. Promote and identify with item wholesalers about requesting the item, if the item will be sold in stores. (Belch, Belch, Kerr, & Powell, 2014).

 

Discuss our new product launch strategy. Recall, launching requires that objectives be set, the strategy be developed, and that the implementation be planned and executed. Implementation is often a key factor in product failure.

 

A fruitful new item dispatch takes research, arranging and a gifted and proficient promoting group. The item must satisfy customer needs and give an enthusiastic association through its guarantee and brand. Organizations regularly commit the error of introducing new items to buyers without satisfactory exploration or key arranging. Today's keen purchasers request items that fulfill them on numerous levels including quality, value, status and capacity. Set up another item dispatch method for the most obvious opportunity with regards to accomplishment with ournew item.

 

The basic role of an item dispatch is business development. Organizations must ace the idea and methodology of an item dispatch to empower development through effectively bringing new items into the business. Item dispatches construct deals and income through extension of client base. By presenting new items, a business can target beforehand undiscovered client markets. The ensuing development permits organizations to contract extra deals and help staff. An item dispatch methodology characterizes a few phases of the dispatch including advancement, inner testing, outer testing, target and objective setting, situating, fervor building and occasion timing. The outline group must create an item that fits a client need and attempts to satisfy this need dependably. The target and objective setting stage includes setting deals and income objectives for the dispatch occasion for a set future date. The advertising group positions the item in respect to the opposition and starts showcasing strategies intended to assemble energy. The dispatch occasion must occur at the perfect time for deals amplification. For instance, swimming frill ought to have a spring or early summer dispatch date, and new-innovation snowboards to have fall or early winter dispatches. (Kaynak, & Herbig, 2014).

 

A thorough new item dispatch technique gives a plan to keeping up the force picked up amid the prelaunch exercises and dispatch occasion. This arrangement may comprise of post-dispatch limited time fights and client motivations, and additionally instructive vignettes about the historical backdrop of the item's advancement, difficulties overcome along the way and lessons learned. Individuals regularly appreciate perusing about the points of interest of new item advancement and the stories can pick up customer trust and dependability.

 

Consider if adding the item to the current line-up will increase brand value or take away from it. Brand value is an impalpable resource represented by buyer impression of the general organization brand. Presenting items that don't adjust to business targets and vision may diminish brand value, bringing on clients to once more off from the brand totally. Make certain new items offer esteem in conjunction with current items or keep with the item subject. A foolish item dispatch might not have deals energy help or sufficient client attention to succeed. Abstain from building false fervor in customers around a low quality item. This reasons clients to lose trust and trust in the business in general. A disappointment to keep up introductory force can bring about an unrecoverable reduction in item deals and positive brand impact.