brand loyalty_sales promotion

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brand loyalty - by Paul Herbig - Helium

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LikeJ of4bv BesLHcrUcCreated on: May 15, 2009 Last Updated: May 16, 2009BRAND LOYALTYDoes it Exist and where is it Going?

INTRODUCTIONAs consumers, we all have heard ofgiant companies such as Coca-Cola, Proctor and Gamble and H.J. Heinz. However, howmany ofus are familiar with the lucrative, rapidly exlanding, Loblaw's Company, Merico lncorporated, Pe[igo, and theJapanese company Daiei Incorporated? These latter companies all have one thing in common - they are all private-label brands.Du.ing the eighties, the trend was to buy top notch items regardless ofthe quality or the price. Brand names provided peoplewith the image they were looking for The nineties have changed the way consumers are shopping. The brand name is losingsome of its clout, and private label brands are sweeping the marketplace. This report analyzes the affect the new trend has onbrand name manufacturers, and ways to tackle the problem of lost sales.

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brand loyalty - by Paul Herbig - Helium htQ://www.heliurl com/ i1fn]s/ 1 449920-brand-loyaltty

BACKGROUND INFORMATIONBrand names can be defmed as " a word, letter, or a group ofwords or letters" (1 271). Branding means the use ofthis namecombined with other synbols or designs that identilj/ the product. Branding was first invented during the ![idc!le-dgq!. Guildswere formed to control the quantity and quality ofproduct made and sold. Every producer put their mark on their products, soquantity could easily be reduced, and poor quality could be traced. This is the beginning ofthe association between brcnd namesand good quality or reliability. Although this laid the foundation for the contemporary beliefs ofconsumers, people now usebrands for identification ( 1 272). Brands also make shopping easier for the consumer. The choices of products can be nanoweddown easier, and the customer usually knows what they are purchasing,

In addition to benefittingthe customer, it also benefits the ploducers. " A good brand speeds up shopping time for the customer -and thus reduces the marketer's sellingtime and effort. Sometirnes the brand name is the only method of differentiation that acompany has, Good brand names also make the introduction ofnew products easier for companies.For some types ofproducts, it is essential to establish a brand to differentiate it fiom the competition. Establishing a respectedbrand is not as easy as it may seem. There are several conditions that should apply when forming a new brand.l) product should be easily identifiable2) quality is the best value for the price3) dependable and widespread availability4) demand for the product class is large5) demand is strong so

.c. Next Page >>ts f Eltl"sEBelow are th top articles rated and ranked by Helium members on:Definirg brand loyalty

o / of4by Christina PomoniBeing a product-sjryice or concept. a brand publicly distinguishes an organization's products or sen,ices from conrpetiti-o,!l

. 2 of 4by Michelle WilkinsonBrand lovaltv involves customers continuall), goins back tolhe sanre brand product or service. rather than shoppinsaround

. Jof,lby Bg!.1_H-ilbaBRAND LOYALTYDoes it Exist and Where is it Going?

INTRODUCTIONAs consumers. we all have heard of giant companies such as

o I of4by D. JamesBrand lovaltv will alwavs be a t'actor in any rE*lt pa$.,_ue!e!f! a! fulug-Hawever. therc has been a move toward brand

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Promotion http://www.davedolak.com/promo.htm

Net Promoter - NPS lndustry Benchmarks. See the 2012 report here. !4ry!4!q1qe1r!r !er!New Business Model Dow Corning Offers Enhanced Brands Offering Greater Value! q!&!Q^-,-soJ]!9Jrs[4!c!r&lr!Branded Voice Prompts Brand Your IVR System To lmprove The Customer Experience. Free Demo wv,/w onHo Adcho,ces F

Sales Promoiion - Push Strategy - Pull Strategy - Promotions

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-- rl8rl :'- FBEE S"r lFSales promotion - Sales promotions are shorl-term incentives lo encowage the purchase or saleof a product or service.

Sales promotion includes several communications activities that attempt to provide added value orincentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediatesales. These efforts can attempt to stimulate product interesl, trial, or purchase. Examples ofdevices usedin sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests,rebates, and sweepstakes.

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Promotion http://www.davedolak.com/promo.htrn

Examples of coupons, free trials, and rebates.Sales Promotion StrategiesThere are three types ofsales promotion sfategies: Pash, Pull, or a combination of the two.A push stratery involves convincing trade intermediary channel members to "push" the product throughthe distribution channels to the ultimate consumer via promotions and personal selling efforts. Thecompany promotes the product through a reseller who in tum promotes it to yet another reseller or thefinal consumer. Trade-promotion objectives are to persuade retailers or wholesalers to carry a brand, give abrand shelfspace, promote a brand in advertising and/or push a brand to final consumers. Typical tacticsemployed in push stratery are: allowances, buy-back guarantees, free trials, contests, specialty advertisingitems. discounts. displays. and premiums.

Strategy SelectedDepends on:lYpe of Product{ularket &Product Life-Cycle Stage

A pull strateg/ attempts to get consumers to "pu[[" the product from the manufacturer through themarketing channel. The company focuses its marketing communications efforts on consumers in the hopethat it stimulates interest and demand for the product at the end-user level. This stratery is often employedifdistributors are reluctant to carry a product because it gets as many consumers as possible to go to retailoutlets and request the product, thus pulling it through the channel. Consumer-promotion objectives are toentice consumers to try a new product, lure customers away from competitors' products, get consumers to"load up" on a mature product, hold & reward loyal customers, and build consumer relationships. Typicaltactics employed in pull strategl are: samples, coupons, cash refunds and rebates, premiums, advertisingspecialties, loyalty programs/patronage rewards, contests, sweepstakes, games, and point-of-purchase(POP) displays.Car dealers often provide a good example ofa combination strates/. Ifyou pay attention to car dealers'advertising you will often hear them speak of cash-back offers and dealer incentives.

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Boost Your Beverage Sales by Selling YourProduct to Distributors, Retailers andConsumersBoosting Beverage Sales and Distribution is one of the qreatestchallenges a beverage manufacturer will face.Hundreds of new beverages are introduced every year and only a handfulare successful at gaining distribution and getting placed in retail stores..New Beverages are the life blood of beverage distributors and retailersand they are constantly iooking for new and innovative beverages to offertheir customers.In order to Boost beverage sales and increase store traffic, retailers mustoffer their consumers new and unique beverages that also add to theirbottom line.Boost My Product will show you various ways to boost your beveragesales and distribution.

Paul Gage the owner of Boost Sales and Marketing,LLC has successfullysold beverages for Pepsi Bottling Group, Coors Brewing Company andMiller Brewing Company.He has proven strategies and techniques to sell a new beverage intoretail accounts and beverage distributorships.Paul Gage has developed proven sales and marketing strategies that willnot only attract distributors, retailers and consumers to your newbeverage but will motivate them to purchase your new beverage over andover.You can have the best tasting beverage in the world and if consumers arenot aware of it. then your new beverage is not going to succeed.Building your brand and getting exposure can be extremely tough for any

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Sales and Distribrition : How to sell yoru'new beverage to r...

new beverage manufacturer especiatly if you don't understand how thebeverage industry works.Boost My Product will show you creative ways to get your new beveragein front of beverage distributors, retail buyers and ultimately the endconsumer.

Beverage Distributors and Wholesalers are NOT Created EqualDSD Beverage Distributors are considered the best distributors atdistributing a new beverage product.Selling your new beverage to just any distributor could possible be thebiggest mistake you can make.You need a distributor that specializes in selling beverages and who canadd value to the retailer by merchandising your beverage in a way thatwill boost sales.Direct Store Delivery Distributors will merchandise your product and putyour beverage in the best position in the store and on the shelf to Boostyour Beverage Sales.Your new beverage is going to face heavy competition in the retailersstore and proper execution from the distributor sales rep is going to becritical to your success.You have to be able to get a distributor to focus on your beverage whichcan prove a challenge if your beverage is not flying off the shelf.

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Sales and Distribution: How to sell your new beverage to r...

Beverage Sales and Marketing StrategiesDeveloping a creative Sales and Marketing Plan that attracts beveragedistributors, retailers and consumers to your new beverage is criticallyimportant to the success of your new beverage.Retailers and Distributors are interested in making a certainma rgin/profit from your beverage.They want to see your marketing plan for driving traffic to their accountsand getting consumers to purchase your new product.Selling your new beverage to a distributor and major retailers meansabsolutely nothing if Consumers do not purchase your product.You are not going to stay in business very long if your new beveragecollects dust in the distributors warehouse or on the retailers shelf.The Fastest way to get your new beverage removed from any retailaccount is by not getting the pull you had hoped for.In order to generate exciting sales numbers, You need to learn a varietyof Sales and Marketing strategies that you can implement in any retailaccount (on or off premise).Beverage Manufacturers Need To Learn How To:. Execute Successful Sales Promotions that will upset your competitionand boost the retailers, distributors and your bottom line' Offer Valuable Incentives to Motivate Distributor Sales-Reps. Retailersand their employees to promote your new beverage. Use Attractive Promotional Models to Sample your new beverage andeducate targeted consumers. Strategically gain floor, shelf and cooler space for your new beveragethat will create impulse purchases and boost your new beverage sales. Build a Valuable Relationship with Retailers and Distributors andbecome a beverage expert... "Own The Account""Roll Up Your Sleeves and Execute"

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creative Beverage Sales Promotions will Boost salesPromoting your new beverage to consumers must be done in a uniqueway that will draw attention to your beverage. You can not expectdramatic results if you do what your competition is doing or has done inthe past.You want to create a "cult" like following for your beverage. If you cancreate a trend and develop Ioyal consumers for your new beverage, thenyou will not have to worry about your competition.Beverage Promotions must be exciting, alluring and most of allentertain ing.You must build a meaningful relationship with your consumers that willbuild loyalty towards your brand.Creative sales promotions that reward and entertain your consumers willdo just that...Promotional Models can quickly and effectively boost your beverage salesand distribution by getting consumers to sample and purchase yourbeverage.Paul Gage and Miller Lite Promotional Models in Hollywood, ca

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Retailers and beverage distributors will focus on your beverage if yousupport the sales of your beverage.Retail buyers want to carry a beverage that drives traffic to their storesand adds money to their bottom line.Distributors are in business to deliver your brand to retail accounts andretailers are in business to make your beverage available to consumers.tvlanufacturers are responsible for making a great tasting beverage andmotivating consumers to purchase it over and over again.

Contact Boost Sales and Marketino. LLC if you want to Boost yourNew Beverage Sales and Distribution.

Paul Gage at Coors Brewery in Golden, Colorado...

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