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The
success of the brand can be achieved through
different indicators ( sales volume, numerical
distribution, profit, etc. ), with the different
rates of incremental.
The
overall success depends of the concept of the
marketing activation. The concept that does not
cover all inputs for brand performance
enhancement, cannot give the best possible
outputs. Example, strong outdoor advertisement
without adequate product availability cannot bring
the result. Launch of the new pack cannot be
successful if the trade does not accept the
recommended sales price ( RSP ).
The
right approach is the integrated brand marketing.
Product performance depends of the right approach
to the marketing mix. Proper marketing activation
requires product, price, product distribution and
activation to be balanced and developed.
Integrated brand marketing requires the marketing
approach that gives:
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The motivation that moves people to choose your
brand and be disappointed with substitutes - ACCEPTABILITY
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Physical penetration—having our brands within an
arm’s reach of desire - AVAILABILITY
-
Psychological penetration—having desire within
an arm’s reach of our brands - ACTIVATION
-
The balance of Price and Value is creating the
pull for what we sell – AFFORDABILITY
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What
is the relationship between availability
(Distribution) and activation? The product
distribution is making the shopper and/or
consumer to be aware that they can purchase
and/or consume the product in the outlet.
Activation is dictating the action by
encouraging the shopper to purchase the
product, by suggesting that the advertised
products is the best solution for their
needs. Activation also drives awareness of
their needs, by bring them from subconscious
to conscious.
In
order to tailor the marketing approach in a
proper way, it is important to distinguish
the roles of shopper and consumer.
-
Shopper
– Person who is buying the product,
but not necessarily the person who is
consuming/using the product.
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Consumer
– Person who is using/consuming the
product. Consumer can be the Shopper
too, but not necessarily.
Example:
Mother ( Shopper ) is buying the ice-cream
for her son ( Consumer ).
In
some cases the shopper and consumer can be
the same person, but sometimes those are two
persons.
Why
is integrated marketing important?
Integrated Marketing is balancing the
Marketing Mix, but also bridges the gap
between the shopper and the consumer. The
shopper aims to fulfill their consumers’
needs, but often their view of the needs
different. The Shopper is the gatekeeper of
the consumer. The consumer might demand of
the shopper, but the shopper does not have
to listen or might not even remember.
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We
can access the consumer direct though above
the line advertising or through the outlets
where often the consumer is the shopper and
where we can build brand equity.
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