business formations

All efforts are aimed at the consumer

The second, which will Download Armored require your investment - is working with the consumer.
Even if you are having Download Ask the Dust wonderful results of marketing research, pinpointed the intended target audience, not the fact that when the open door of your store, only those Download Away from Her buyers fill trade halls. It is possible involvement of representatives of adjacent segment. Knowing this, it should from the very first Download Back to School opening day start marketing research aimed at studying the characteristics, habits, shopping habits of your customers. Typically, the most accessible and Download Badge cheapest method is fieldwork: observation, interviewing, interviewing, questionnaires. These methods allow to collect a sufficiently large Download Bank Job array of data about customers from first-hand. After processing results of the study data, you can build further adjustments advertisements of the company, the directions of its PR-activities, methods, effect on consumers.
It is the very first Download Blizzard days of the shops under the new brand launch programs to build customer loyalty. In the early stages of these programs may offer discount cards or Download City Island participate in the bonus program. The classic American version - is the creation of clubs loyal customers. The club, in this case - is a community of people united by a commitment to the brand. Especially for these programs are developed event marketing, which are designed to unite them and "fix" to the brand. The end result - is to create a life Download Club Dread style or life spirit, which is clearly associated with a particular brand.

It should be noted that any Download Damage program to work with brand and consumer is done through certain channels of information and influence. Therefore, following the direction of financial spending - this software to deliver information to the audience.



How to influence consumer



We consider only the basic and Download Evolution original ways to inform and influence consumers at launch of new retail outlets.



It should be ready for investments in the following innovations:



-Organizing system of merchandising;
-The development and manufacture of POS-materials;
-Outdoor advertising (for Download Falling Up someone available and banners, and billboards, and ads on public transport, and posters in the subway, and someone had to choose one thing);
-The development and organization loyalty programs;
-Organization of PR-effects, as well as creating publicity.

Please note that this is Download Get Carter only a minimal list. Further investment depends on the budget, pledged to develop and maintain the brand. It can be expensive TV ads, radio Download Golden Compass announcements, ads in print media, as well as gaining recent strength (influence effect) product placement.



The fate of brands - in the hands of specialists



In the first six months of the original retail under the new brand, your efforts to disseminate information must Download Hallowed Ground come from the following factors:



"What the competitors are taking in response to the emergence of a new player;
-Growth in the network;
-Dynamics of the Download Haunted Mansion segment as a whole;
-Composition and quality of the target audience.

Should take into account the susceptibility of the target audience and the ability to influence it. The smaller Download I Love Trouble this possibility, the more refined should be the message and means of its reports to consumers. The higher susceptibility, the more worth thinking about what you invest in the promises Download Jazz in the Diamond District and in general: in fact if you influence the consumer.

We can not spare money and qualified staff, service mark. The company, allocating the budget for the conclusion of a new brand, usually in no hurry to greatly increase the size Download Jungle Book of the financing of the functional units. But the fate of the brand - only in the hands of specialists. The Download Keeping Mum first year of the most important areas of work with the brand are:



-Organization and construction of logistics, podsortirovok and maintain minimum stock trading;
-Organization and Download Ladyhawke construction of a system of analysis and reporting of sales and brand behavior in the market;
-Collection of databases for Download Little Voice analysis of sales;
High-quality brand-building programs;
-Development and maintenance of standards for trade in the company network.

Brand has become a brand



Known fact that, bringing to Download Mad Money market a new product, opening a new sales network, we derive a trademark, not a brand. We must make great efforts to ensure that the brand has become a brand, and yet Download Mannequin only brand able to bring the company money and become its principal intangible asset. The general objective of the company - the transformation of Download Navy Seals heavy metals in the brand. What is the brand?

Defining a brand involves a Download One True Thing report the main advantages and characteristics of the goods to customers. To do this, marketers must recognize that the brand is not only a tangle of Download Pale Rider tangible functional characteristics. Its intangible, emotional dignity are often the foundation of long-term competitive advantage and support of loyalty.

It is known that the brand is one of the most valuable intangible assets. That it creates value for customers Download Plainsman and value for owners.
Increase in the number of new brands significantly impede communication with consumers. Some companies go to new market frontiers, relying on the scientific construction Download Puffy Chair of a brand. This becomes possible when you receive the full amount of information about customers (their purchasing behavior) and the availability of increasingly Download Reach for the Sky sophisticated statistical tools. Exit to the next level requires a more rigorous, evidence-based approach to branding. However, even the most sophisticated research tools Download Return to Paradise will not save the brand that plays to competitors.

The development of new methodologies has its own difficulties. Analytical work on which rests the new method, may Download Saving Sarah Cain require changes not only from the marketing department, but the design steps that would make the whole company.

In building successful brands Download Talk Radio still not many Russian companies. And this despite the relative cheapness of the goods, a high Download Thumbsucker market share, and powerful advertising. But the content brands in Russia is developing and trying to catch up with western counterparts. Brands Download Ultimate Avengers evolve significantly from the "mark of origin of the product" to "sign lifestyles" and then to the "sign of belief." Today, all efforts aimed at creating in Download Vanilla Sky the minds of consumers of the object, the main feature of which is useful.



How much does the brand



Brands conquers their positions, and, as we have seen, they are busy in the first place to create a more Download Waist Deep complex differentiation of the object in the minds of consumers, rather than promoting the product's characteristics or lifestyles.
Recent evidence demonstrates Download X-Men that brands, in fact, fill a vacant niche in the consumer's mind.

The cost of the brand, like any other Download Year of the Comet asset, is ultimately a function of the volume generated by its free cash flow. Therefore, it can be Download Youth in Revolt represented as the sum of future cash flows discounted at the cost of capital. However, when calculating the value of the brand, there are two specific problems that are atypical for traditional Download Zombieland assessment procedures, based on analysis of cash flows.



1. The problem of determining the share of income derived from the exploitation of the brand. It consists in the Download 16 Blocks fact that for the valuation of the brand should be used not cash flow per se, but a certain Download Ablaze part of it, the establishment of which is undoubtedly the result of the brand.



2. The problem of predicting the life of the brand. It is the need to properly assess the duration of the Download Afterschool remainder of the life cycle of a particular brand. In other words, you must determine how long a Download Dan in Real Life valued brand will be able by itself to produce value added and to take part in the increase in free cash flow.

Evaluation of the brand must come from the fact that his own value is determined by its absolute potential to create additional cash flow. In other words, the cost is the amount established by the Download Federal Protection additional (discounted) cash flows at a time when efforts to develop a brand is discontinued, and the exploitation of the real potential, which was created for the entire preceding period. Clearly, the lifetime of the brand in this case would be shorter, as compared with a situation where its development has continued to be supported.



However, this assessment seems more correct, since it completely eliminates the influence of the competence of the Download Hellbreeder company's development and brand management.

Thus, in general, the current value of the brand can be represented as the sum of its own value of the brand and the value of the competence of the company's brand management.
In today's business formations can no longer ignore the value of the brand as a key intangible asset of the company. High professionals working in the company and brand - are the two asset that can pull the Download Karate Kid company out of the death trap situation. But, for the possession of the asset must be fought, not sparing resources.



Summary



Derivation of the brand on the market can take the company to a new level, and at the same time, score the surface of its forces and the estimated costs in the shortest time in a position to destroy the seemingly stable brand.