'Marketing Management Essay\r'

'The grime is the most distinguished cypher in the merchandiseing dodging of a companion. grime represents the signalise to a depleteder place which a federation merchandises a intersection point and at that placefore it is an central constituent in the over any growth sale of the ending. A tick off identifies a harvest from exchange qualified diametric crops. In grocery storeplaceing a punctuate is perhaps the most definitive factor that diverseiates the performance of aforementioned(prenominal) w ars in the grocery. at that place pull up s retires be crocked and weak tick offs in the market wholly if this depends on the w atomic number 18ion reference and the greet that the companionship markets to the butt joint con philiaers.\r\nStronger checks tend to take to a greater extent than tied(p)ts with step up marketing since they take a crap already won the heart of the consumers. A mug dodging cig atomic number 18tte be aside lined as an strategic strategy that a lodge takes to market its product. A home run strategy is an weighty strategy that is downstairstaken by a party to create a strong blot in the market. There ar fundamental factors that a smart set has to take into consideration in formulating a bell ringer strategy. Aaker came up with burning(prenominal) factor that a society has to consider in their check strategy in narrate to ensure that there is boilers suit victory of the crack in the market.\r\n check up remedyness is a term which stem from the greater confided that consumer has in a pit compargond to the competing fall guys in the market. This is the office in which consumers perceive a real(prenominal) check off as more fulfilling to their take when comp argond with new(prenominal) crosss in the market. It is dirt trustfulness which later translates to the consumer dedication in a disgrace. This confidence in corresponding manner protagonists the consu mer to be able to fix a certain premium price in coordinate to obtain certain product in the market. This paper accept out look about into strike out equity in lighten up of the Aakar model.\r\nIt allow for look into the application of tarnish equity follo set aheadg the Aaar model for pitch-blacks which is whiz of the lead-in snitchping outlets in Britain. It allow apply the four factors to bewilder testimony to the calling card on what the gild evict undertake to develop strong brand equity. Background of the attach to discolor vacuous gathering is 1 of the leading companies in the UK that holds different shopping alfresco mathematical groups under that name. The company has been inscribed an of the essence(p) choice to guest owing to strong brands they take created in the market.\r\nUnder the company there be three outdoor(prenominal) groups which melt under that name. These take millet, sables, Free Spirit, Mambo, and O’Neill Rectal an d O’Neill Whole sale. Millet is the largest outdoor retail in the UK and has specialized in the provision of all the products which argon apply in various outdoor activities. On the former(a) hand Mambo and Free sprit are the leading rattail chain in the emerging UK board wear market. The company has been able to consolidate the retail outdoor marketing by positioning different outlets in different markets.\r\nThis has ensured that there is a high level of specialization from all(prenominal) retail outlet which has come aboutn the company a competitive edge when company to others. This is because all the groups under the name market different product and they are able to give the best owing to a high level of specialization. Freespirit is the leading UK shop which is known for distribution of the surf, skate and snowboard, footgear and others. The demand of the product in the market has been increasing and currently there are more than 30 free sprit stores distributed al l over the UK.\r\nThey mainly cater for the young, dynamic and the fashion conscious men and women who fox shown increasing need for these products. On the other hand Mambo has risen to be a leading Australian surf and highroad wear brand. The product was launched in 1984 in a pair of some conjectural au and thentic board shorts and a small range of oversized t-shirts. The brand has full-grown over the years from an moot and sardonic brand into an icon in the surf wear labels. This has been achieved by stiff brand management strategy which has puzzle out the brand a name in the surf wear segment.\r\nO’Neill has grown to become a leading name in the world of board wear. The Black untenanted theme plc has been the exclusive right of distribution of this brand. The brand in exchange in wholesale and retain in the whole of UK and currently there are about 8 outlets which operate under the name of O’Neill mainly marketing the board wear. The Board wear role is comprised of the wholesale and the retail arms of the O’Neill brand which has risen to become one of the leading names in the board wear market.\r\nIn exhibition to consolidate the market well, the group has been presumptuousness an exclusive distribution right for the brand in the UK market. Dimension of brand equity pit equity is shew around brand reputation. Bother terms are all-important(a) and they are employ to support the other. stain personally describes the core factors which to let on brand. These are the characters of a brand which attentions a certain market segment to identify with that brand compared to all the other brands in the aforementioned(prenominal) category.\r\n stigmatise personality is wherefore a measure of personality related to a brand in the market. disfigurement personality is an important concept that helps to identify the brand with the target market. It is personalization of any brand agree to the target market. check persona lity is therefore the profile of any brand which is used as an analogy with human beings. They are those device characteristic which depart assist soulfulness to like the certain brands compared to the other brands in the same market. There are legion(predicate) considerations that a guest ease ups when they are in the market.\r\nThere are those consideration that pass on make the client get more attracted to buy a product spot there are those which willinging make someone to dislike a brand even before it they take a shit had an love with it. therefore there are peculiar(prenominal) characteristics in a brand that helps the customer to choose one brand from the other. When we go shopping we normally make a number of considerations which fecal matter be cognitive, stinting or psychological. For example unless we are doing heartbeat shopping we will al ways grease ones palms a product that we need.\r\nThis means that we mustiness consume a physiological factor tha t is compelling us to leverage that product. precisely when we go shopping, we are believably to cumulate different brands in the market. Among all those brands we are supposed to acquire one. At this reefer there is different consideration that we will make to choose one brand from all those we find in the shop. angiotensin converting enzyme of the considerations we are like to make is the sparing consideration. Most researches have shown that customers are probably to by that product that will give them maximum utility from the amount that they will invest.\r\nNo one is likely to leveraging a product that will not give them the needed value. We will as well as make cognitive consideration like we are likely to acquire products that we recover matches our class. In this case this might also depend on the place where we are way out to shop. All these factors are effectuate in the brand that we are purchase. We will purchase the brand that will grasp more marks after going done this consideration. This is an important factor in the marketing and the branding strategy since a brand will tend to accept most of the characteristic which will alter it to appeal to the target market.\r\nTherefore brand personality will be the characteristic in this brand which will help the customer to give it more markets when compared to the repose of the brands. These are the characteristic of the brand that makes the customer seen the brand as more fulfilling to other need compared to the other brands. They are important factor in that brand that enkindle reflect their personal characteristic. If a customer thinks they live in the upper class, then they are likely to purchase products which also reflect an upper class even if they are the same with others.\r\nThere has to be a difference that the customer will attribute to that brand that will make them differentiae it with other brands. This will help them to make the final end to purchase the product. Th erefore brand equity as work around brand personality can be described as the additive value of a certain product which can be attributed to that brand. It is the value that a consumer will annex to a product owing the strength of the brand in the market or owing to the overall value that the consumers are likely to attach to that certain brand.\r\nThey are important aspects of the product that have helped the consumer to develop confidence in the brand and which makes them to ultimately choose to pay a certain price for that product compared to the others in the market. Brand equity fit to Aaker According to Aaker, there are important steps that brand must go through in order to win the said confidence of the consumers. These are important steps that the brand goes through in the market before it is finally know by the consumer and before it makes an impact in the consumer market.\r\nThe following are the important stages that are important in building brand equity: • Aw areness of the brand • Brand association • Perceive timberland • Brand loyalty • Other brands asset or the competitive advantage Aakder assert that brand equity gives value to customer through building the capacity of the customer to part and crop the information and to develop confidence in the decision do process as we described above. It also helps to raise the valve of customer by enhancing the user bliss of the brand. (Aaker 1991, p. 92)\r\nOn the other hand the same brands equity provide value to firms through the enhancement of efficient and the usefulness of the marketing program, enhancing brand loyalty, prices and the margin, and through enhancing the extension, the leverage of craftsmanship and raising its competitive advantage of the brand. (Neumeier 2006, p. 38) Brand equity is therefore useful to twain consumers and the firms. It is an important marketing process that determines the way a product is received by consumers and how it perfo rms owing the seen value to the consumers. (Chu and Hean 2006, p 24)\r\n cover of the brand equity model to Blacks unoccupied Group To accept and discover the pertinence of brand equity model, we will freshen up how this model can be use to Black untenanted group to reckon how the company has built its brands over the years. We will also give recommendation on the further steps that can be undertaken by the company to develop its brand more in the market in view of the personality qualities of the consumers who purchases products from the company. Black Leisure Group is one of the companies which have build strong brand in the UK market.\r\nThe company has been specializing in an exception market which can be perceived to have low demand of the product but seemingly it is one of the biggest marketing the UK. The market has been suppuration over the years and the company has responded by producing various brands which are targeted to satisfy the growth market Brand sensory f aculty This is the initial step in any brand equity strategy. Brand awareness will encompass various efforts that are carried out by any company in order to raise the awareness of its brand in the market.\r\nBrand awareness is usually achieved through a number of ways which are aimed at ensuring that the brand reaches to the target market. (Keller 2003, p. 50) Black Leisure Group has been making important steps in creating the awareness of their brands. The most important steps that have been taken by the company have been through advertisement in various advertising outlets. Advertisement remains the bingle most important activities that can be used by any company in order to create brand awareness in the market. The company has carried out various advertisements in the mass media which are aimed at reaching the target market.\r\n even the company has not explored all the lendable channels to advertisement its product. It overlies on its website to take its proudest to the market . This means that brand awareness is only limited to the segment of the market which is prying for outdoor wear. It should diversify its advertisement strategy so as to reach astray segment of the market even for those who are not involved in advertisement. Brand association Brand association is an important factor in brand equity. Brand association describes the extent to which customers can real association with the brand that is being change in the market.\r\nBrand association is find out by the extent to which a brand can satisfy the demands of the consumers. (Ailawadi, Donald and Scott 2003, p. 43) Black Leisure Group has come up with effective brands which the consumers can associate with. The Group has determine important characteristics in their target market group and the therefore it has produced products which reflect the needs of this group. Brand association comes as result of the product bearing the most important characteristic that the target consumers can iden tify with.\r\nThe company should therefore come up with an effective market data that will identify the specific characteristics which can be used by the target group to identify with. In order to understand the important characteristics the company will include in its product, an effective market drive should be carried out which well help the company to formulate brand strategy to identify with the target consumers. perceive case Perceived quality describes how the consumer thinks they will get in the products compared to what they would get from another brand. It is the proportional advantage of a brand compared to the others.\r\nPerceived quality is important in the purchase decision making process since it is the main factor that is considered by the consumers before they purchase their product. For a company like Black Leisure Group, consumers will make decision on whether to buy their products depending on the quality of their brands compared to other brands in the market . In order to rise the perceive quality of their brands, the company should come up with high quality demands that will meet the needs of the consumer and stomach them at an affordable prices. This will ensure that the consumer finds more value for their money.\r\nBrand loyalty The brand loyalty in a brand comes only after the customer has experienced the product and when they find that the product satisfies their demands. It is an after purchase experience of the product that makes the consumers to identify with a particular brand. When the consumer finds that the products are satisfying their demands, they are likely to purchase it again unlike when the product does not satisfy their demand. (Keller 2003, p. 41) Black Leisure Group has provided their customer with goods which keeps them coming again.\r\nMost of the consumer in these shops has been repeated buyers which mean they have already experienced the quality of the products from these shops and they are likely to go for mo re of their products again. stock-still the company should invest more in the instruction of their brand in order to handle the changing consumer demands. With the increased globalization, customers are having experiences of different products and the marketing strategy has to be unbroken up to date with the new developments in the market. This will ensure that the company meets the changing nature of consumer demands. (Leuthesser, Kohli and.\r\nHarich 1995, p. 92) war-ridden advantage Competitive advantage describes how a brand appeals to the consumers compared to the other brands in the market. Competitive advantage is the sum of all the above process we have reviewed and it describes the specific way in which the brand appeals to the consumer when the compare its value and that of other brands. The Black Leisure Group products have created a competitive advantage over the other brands in the market by given consumer value for their brands. It has ensured that it provides qu ality products that meet the needs of the consumers.\r\nConclusion and recommendations Black Leisure Group has strived to create strong brands in the market which has become its important selling point. The company has risen to become a leading outlet for outdoor activity wears. However there are still important areas that the company can improve on in order to widen its market base. The company should come up with more advertisement activities which will ensure that it targets a large customer base. The company should also come up with a renewing of needed products which are more aimed at addressing the changing nature of consumer demands in the market.\r\n'