Brand Positioning Strategy

How to "Position and Re-position your Brand"

Positioning strategy is about where you compete and how you compete. The brand could be a product, service or the organisation. Positioning is normally done for a particular product and only uses two features from the product to analyse its position. It is usually best to rely on positioning approaches when they are part of a broader analysis which, in turn, helps to ensure that the whole marketing mix (personal sales, sales promotion, general advertising, public relations and sponsorship) is positioned for competitive advantage.

A positioning strategy has two components. The first is to know who you are targeting and the second is to differentiate the brand. The positioning statement has a creative platform that can project its image, such as Reds ' building your brand, selling your products' or Outsurance statement "You always get something out"

Once you have done some market research you may find that you need to reposition the brand because: 1. the target market is too small, declining or too competitive. 2. the quality and features of the brand have no appeal. 3. product cost are too high.

There are several re-positioning options Introduce New Brand A new brand could be a fighter brand (cheap clone to maintain a foothold in the mass market), such as a new shampoo, or it may even be more specialised like a scientific instrument with slightly less features but targets a new segment that only needs the basic instrument. A new brand could be an update of the old one with new features and sold with a new name.

Change Existing Brand The company can change the size or packaging to bring costs down to hold its position in the market. The just noticeable difference in a product such as a snack bar from 200 grams to 170 grams may go unnoticed. The packaging is the same - a new design and slightly smaller pack can save a huge amount in costs.

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Powerful Marketing Tips In A Slow Economy

Each of these marketing tips reveals a proven low-cost marketing tactic many other small and medium businesses have used to boost their sales and profits. Integrate them into your marketing program now and you'll quickly start enjoying the same results too.

Reply to any query speedily It's imperative to reply to any query within 24 hours or sooner. We at Reds pride ourselves on replying on the same day or early the next morning on any query from our websites, emails, calls, Whatapps or social media enquiries.

Don't Just Sell Benefits Don't just tell prospects what they gain when they buy your product or service. Tell them what they lose if they do not buy it. Most people fear loss more than they desire gain. Customers want your product or service to enjoy the benefits it provides.  They will want it even more when you remind them of what they lose by not buying it. Reds offers clearance sales never to be repeated with a huge discounts.

Use Pleasant Surprises to Close Sales An unpleasant surprise can kill a sale, but a pleasant surprise can help close a sale! For example, adding an unexpected bonus immediately before your prospect takes the last action to complete the sale will eliminate any last minute hesitation. For instance Reds offers free embroidery on the shirts and jackets or free screen printing on the t-shirts.

Provide Fast Delivery but be Honest The faster you can deliver your product or service the more sales you will get.  If you cannot deliver in time rather be honest than disappoint and lose the client. If you do deliver on time or before due date, deliver it yourself for that personal service.

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The Power of Promotional Products

Brands have always relied on advertising vehicles to communicate with their target audiences. The traditional advertising model is built to ultimately direct the consumer path to purchase back towards the brand.

In order to measure success, brands rely on performance metrics to evaluate the strength of the selected channel.

The recent PPAI (Promotional Products Association International) consumer study employed 5 key performance metrics to evaluate the role of promotional products as an advertising channel. These metrics were designed to capture quantifiable results throughout the consumer path to purchase

The result: promotional products are built to leverage the greatest reach, drive recall and fiercely resonate to engage the best reaction among consumers, relative to any other advertising channel.

In South Africa, our best products that resonate with the end user are very similar to the global ad impression study. Please click here to see the category spotlight on writing instruments, bags, t-shirts, head-wear, calendars, usb drives, desk accessories, drink-ware, umbrellas, outerwear (winter wear), polo (golf) shirts and power banks.

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Product Labels: your 'silent salesperson'

Reds Advertising designs labels or tags which give buyers the relevant information to make the decision to purchase your product. If the label jumps out with an attractive look it will grab your attention, and with clear and concise information, it makes the decision to buy your product that much easier. The silent salesperson helps to move you products off the shelves.

Labels also help to build the brand and position the product into the market. The design of the label can materially affect its level of preference by offering cues to the consumer such as the quality of the product. For example, a paint tin with a beautiful house depicted on the front of the tin gives the impression of high quality paint.

A strong company name will often transfer powerful associations to new products such as Huawei, Samsung and Kellogg's. The label should make a spontaneous response to words that come to mind when shown.

Consumers interpret scenes in which a brand plays a role. The culture conveyed by the brand core, its personality and its self-projection all come into play when the consumer looks at your label.

The label on the product should be incorporated in the brand themes. Effective selling, advertising and promotional campaigns will communicate the brand's function and psychological values, trigger trial and reinforce commitment.

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The Importance of a Logo and Marketing Materials

The initial lack of customers and cash flow often causes new small business owners to put off designing a logo and marketing materials professionally "until they get a few clients" or "until they get started." Unfortunately, designing their own marketing materials when they launch their businesses instead of having them professionally created will make getting those initial clients more difficult and may result in a business that will not succeed.

Many entrepreneurs choose to design their own marketing materials when they launch their businesses, especially by creating their first business card. Sometimes they will have an amateur designer, friend or relative create the design. There are several reasons why this is not the best idea. An amateur logo design and business card can make your business more likely to fail for a number of reasons:

Your business will not look stable.  It will appear to be more likely to fold or to fail. Clients will not have confidence in doing business with you. Would you do business with someone who seems to be on an unstable footing and who might not be in business by the end of your project or after you have purchased an item?

You will look like a very small business.  Large, successful businesses would never consider doing business without professional, originally designed marketing materials. Using materials that are not professionally designed (i.e., Microsoft or Vistaprint templates) makes your business appear even smaller and could possibly indicate that you cannot perform to or meet the standards required.

You will look unpolished and rough.  Not having a professional "look and feel" could make it appear as though your business does not matter to you. Customers may get the impression that you do not care about the way your business presents itself, which might indicate that you would not care about the quality of your work or the way that your work reflects upon their business.

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Innovative Pocket Media Solutions

The Z card has been around for a long time, but we have innovatived the idea to create a printing method to give marketers an effective solution to reach their target market. The printed media can be of any size or shape with as many folded pages as you want inside it. The size can be as small as a business card and as large as A5 or larger, with an A2 page folded to fit into the card.

The folded page contains a host of information for the reader. When folded, it's small enough to fit into a pocket. A most convenient way to have all the information at the your reader's finger tips.

The advantages of this media are: Generates interest Exceptional postal mailer with personal address and tear off section to reveal the pocket sheet twhich opens up. Effective brand awareness promotion Position your brand in the market Motivate a store visit Close a sale A pleasant surprise with all relevant information Launch a new product Excellent for travel agencies for their cities and countries they promote And many more!

There are many different ways we can design and create the media solution. Star fold that has 4 folds and folds into itself Pop Up: the booklet pops up when open. Flipper booklet with flip pages as you pull out the tab Changer - the image changes as you pull out the tab Custom design to your liking Slider box which slides open to reveal the information sheet Jumping Jax envelope: when open a calendar cube pops open The folded sheet can be in folded in any format

There are numerous combinations of ways of designing the card to promote your product or service.

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Why Sales Promotion Increases Sales

Sales promotion is a blend of marketing activities and promotional items to intensify the efforts of your sales force, induce your intermediaries to stock and sell your products, and to persuade your customers to purchase the offering within a specified, limited time period.

Why customers respond to sales promotions* They have a positive feeling about your brand which is linked to an unconditional stimulus such as a discount* Reinforced reward - in-pack discount voucher and once tried they keep coming back.* Their attitude changes after trial - repeat purchase.* Foot in the door' technique - sample is tried to gain a larger order.* Sales force promoting benefits to alter customers perception of the offering.* Price perception - perceived benchmark by customers. Used by quoting the reference price and sales price to assist the customer to calculate the savings.* Decision making process - end of isle items trigger recognition to purchase or seeing a machine in a magazine and it reminds you to place an order for a service or part..

Type Of Sales Promotion Objectives* Encourages sales force to move slow moving items* Challenges sales force to locate and qualify new prospects* Set up more store displays* Train more distributor sales people* Induce wholesalers to carry a new product line* Persuade distributors to promote (push) a brand in their promotional activities* Persuade retailers to give a particular brand shelf space* Encourage retailers to support sales promotion campaign by carrying more inventory

Sales promotion is one of 6 elements in the marketing mix and should thus be used against the background of the firms overall marketing communication strategy.A firm selling expensive machines would not get involved in a sweepstake but would rather create a quality image through their distribution network by advertising in trade magazines and include personal selling in the mix.

How sale promotion affect sales* Brand switching - does not only occur with price promotions. Customers might also buy the brand most readily available, or the brand on display. This is why there is rivalry amongst marketers for the end of isle locations.* Repeat purchasing -* To create a habit of purchasing the offer* Product extension - to purchase same brand of microwave after a refrigerator was bought* Purchase acceleration -* Purchase larger volumes - bulk buying* Load customer to beat competitors promotion - two for the price of one

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