Wednesday, April 3, 2019
Brand elements for managing fast food restaurant
post elements for managing fast fodder restaurant blot Management is the method of applying activities to crossings, and daubs which entrust suffice enhance and maintain f every guy equity. cross off management is a very big topic, out of it comes some(prenominal) roots and atomic number 18 called home run elements, such as daub equity, make research, node based inciter equity model, designing the fall guy, send loyalty, gull advertising, scratch pricing and etc. A brand which is the logo, name, symbol, and slogan, is supervised by a brand manager. For example, nestle has many products such as tea, milk, and nut case cream, separately brand of these has a brand manager who is responsible for it. reproach apprize in any case be physical feeling such as packaging, physical appearance and guarantees, non just a name that pops up into a consumer mind (Aaker and Biel 199333) .In 1980s people started to realize that the weight of the alliance is measured by its br and, and not by its physical assets (Kapferer 200818), bell ringer success is measured by its ability to maintain in a near(a) fix in the market and never leave a customer mind. The five stages of brand cycle measures whether the brand is following or not (Benson ,2006)The brand definition.The aw arness experience.The defileing experience.The using and dish out experience.The membership experience.(Benson ,2006)In order to define the brand and how its perceived by customers in that respect atomic number 18 certain comp angiotensin-converting enzyments which will help brand management understand how the brands atomic number 18 defined by the consumerWho the primary and valuable tar touch on customer for the product or service.What features, capabilities, and offerings that be being offered.Why customer make usage of the benefit provided by the brand.How the approach makes use of delivering the promise.(Benson,2006) tag management must(prenominal) be cargonful when setti ng brands in different countries, because, brands maybe viewed differentwise by people gibe to their cultures, beliefs, values, and traditions. All of these points should be taken into term c befully because they can lead to failure or success of the band. Brand managers should study cathexisfully where they argon stressful to position their brand, and who be the consumers that are going to be targeted, so that any misunderstanding of the brand could be avoided. Here are examples of how brand names are perceived some otherwise from country to anotherIn Spain Mitsubishi Pajero is an insulting word while in Arab countries its a normal word. So here on that point is a enigma which needs brand managers to get involved inorder to settle this misunderstanding.McDonalds all rough the ball is in a red change, but there is a postulate in USA were they perceive the red color as violence, so in order to solve this problem, McDonalds changed their color in this state into blue.Lit erature ReviewBrand EquityFirst of all I will define what is brand equity which is the value and weight of the brand to the consumer and how they are loyal to it. Perception and feelings toward a product and its performance is be by brands, so brands are not just symbols and names they are the fundamentals for a company to acquire a tough kin with the consumer. (Kotler 2008230).Building inviolate brands is very important inorder to restrain the ability to start and succeed in the market and be able to compete with other immobile brands, their is a process to follow which will assist in building a strong brand they are Brand aligningBrand managers their mission is to try organize their brand in the consumers mind. The positioning of the brand comes at three levels which are attributes, benefits, beliefs and values. Attributes are the weakest level to position a brand (Kotler 2008231). These days most of the competitors are copying each other attributes, but the thing they a re missing here is that consumers no longer interest in the attributes it self but they are interested in what will the attributes help them to acheive. Benefits are the out comes that the consumer will get when using a certain brand. Beliefs and values are related to emotions, its slightly how purchasing these products empowers its socially conscious customer (Kotler 2008232).Brand Name pickingA well choosen brand name can give a push to a brands success, but to find a name which will help in the success is very difficult (Kotler 2008232). To choose a brand name we should take these following points into considerationSimplisity in pronouncing the brand name, memorizing, and recognizing it. (Kotler 2008232)A brand name should be unique.Simplisity in transalating it to other languages and at the same cadence avoiding, the misunderstanding of the names in different countries.Expanding the brand name by, widning the activities of the company.Brand sponsorshipBrand sponsorship is ve ry important, because it effects a kind of draw poker and spreads the brand world wide, sponsoship could be involved in many eventsMatchesConcertsTv. betoken programFootball players kitBrand DevelopmentWhen companies are will to develop their brands, Their are ways to do itLine extension it happens when companies would the likes of to extend the existing brand names to new, colors, sizes, forms, flavors, and etc (Kotler 2008237).Brand extensions extending the brands that are avaible flop now to new products in a new category (Kotler 2008237).client Based Brand EquityTheir are questions that should be asked, regarding howa create a strong brand? And what other ways we could use to build strong brands? The CBBE model approaches brand equity from the perspective of the consumer, whether the consumer is an individual or an organization. judgment the needs and wants of consumer and organization, and being able to satisfy them is the heart of roaring selling (Keller200848). DFolder spictures83888258_80b2635f61.jpg.(Haddad 200824)The Customer based brand Equity was designed to beComprehensive ( Haddad 2008 22)Cohesive ( Haddad 200822)Up to date ( Haddad 200822)Actionable ( Haddad 200822)Identifying each break off of the CBBE pyramidSalience the brand awareness measurement. (Keller 200860)Performance are the products and service meeting the customer. (Keller 200865)Imagery are the ways in which the brand meets the mental and social need of the customer. (Keller 200865)Judgments the evaluation and the opinion of the customer towards the brand. (Keller 200867)Feelings the response and chemical reaction of the brand towards the customer. ( Keller 200868)Resonance The kinship that the customer feels with the brand. ( Keller 200872)Brand ResearchBrand research is used to identify the feeling of the consumers towards the brand, which customers purchase the product, what other brands are competing with your brand. The need to know about the present customersWhy they choose your brand?Are they going to repurchase it?How are they using the product?Where do your customers purchase the products?(Haddad 200811)The best way to describe the consumers is through the segmentation variables which are geographic (nations, countries, neighbors, city), demographic (education, age, sex, income), psychographic (The market is being divided based on the personality) (belch2009 51), Behavioristic( the consumers are divided into groups according to their loyalties, buying of the product, and usage) (belch2009 52 ). There are other methods used to make research soft research exploring the areas where familiarity doesnt exist. ( Tench Yeomans 2009 204)AdvantagesDisadvantagesIdentify unknown informationIt takes a lot of timeProvide insight into motivationRequires large amount of money three-figure research The results are expressed in numbers. ( Tench Yeomans 2009 204)AdvantagesDisadvantage refund comparable resultsCould mislead to irrelevant directionsClients h ave a higher parcel of accepting itCant go into deeper analysisBrand AdvertisingBrand advertising increases the recognition of the consumers towards the brand its also the generator which helps the business to succeed. almost of the owners, who own businesses, think of the brand as a logo with color and a slogan. They dont understand the relation between the brand and the consumer. The brands that really succeed are the ones which have emotional relationship with the consumer. So successful brand advertising is about how to make the consumer reach the emotional relationship with the brand. Owners cogency feel that their brand is credible and trustworthy but this is not enough, because they buzzword think from their own perspective, trustworthiness should reach customers in order to acquire brand loyalty and a strong brand.(Long, 2009)Forms of brand advertisingTelevision.Radio. gull ads.Internet.Bill boards.Banners.Relating brand elements to McDonalds( restaurant)How does McDona lds build brand equity?Advertising, building relationship with consumers, building trust, good service, trying to make our products affordable as untold as possible to everyone, participating in community activities and fund raising, all of these factors will modify our image and create a strong brand.How are you going to build a strong brand using the brand strategy decisions?Brand positioning comes in three levels as I mentioned above, attribute (McDonalds are not just concentrating on their victuals attributes because, there are many junk food businesses who produce same attributes). Benefits (are what McDonalds concentrating on, they care about their food taste, freshness, place neatness and cleanness, and the satisfaction of customers after culture their meal). Beliefs and values (in Egypt McDonalds dont offer pork meat because its against people values and beliefs).Brand name selection McDonalds is an easy name which could be memorized its very unanalyzable and kind of fu nny, this brand name differs from other fast food brand names, because McDonalds is trying to be different than other brand names, by send message to consumers which is. Consumers can eat all they want, but they can have healthy life by controlling their food.Brand sponsorship McDonalds sponsors football teams, world cup 2010, it concentrates more on athletic activities and events so that they can create a healthy brand image.Brand development McDonalds are ceaselessly trying to develop their products by having the best taste and reasonable price, maturation their service by having the fastest home delivery service in Egypt. Developing their ads by making it more funnier and simple.How can McDonalds create successful customer based brand equity (CBBE?)Salience consumers perceived McDonalds 43% best, 43% not bad, 14% bad.Performance McDonalds target all consumer ages, and they also target class A, B, and C.Sandwiches pricesThe service in McDonalds is very fast in different ways, it s the fastest delivery in Egypt, fastest problem response, and one of the best employee customer relationship. The style and design of the place is very clean, neat, and makes you smart and comfortable while sitting inside.Imagery McDonalds in Egypt started 15 historic period ago, and established 60 restaurants till now. McDonalds offer their products according to consumers values, beliefs, and cultures. For example in Ramadan, McDonalds offer iftar board for people who are fasting. In Christmas they offer siyamy menu which is fillet fish. There are obstacles which are being faced trying to adopt another countries food, in Thailand McDonalds offer shrimps sandwiches because its their traditional food everywhere there, you cant make consumers in Egypt adopt seafood sandwiches from McDonalds because its not their traditional food over here.Feelings McDonalds are doing their best to provide excitement and fun for their customers, McDonalds TV. Ads are very funny, during the half ti me of the matches TV ads appear so viewing audience are encouraged to buy meals while they are watching the match. If there is a big match between Egypt and another country McDonalds designs the place with Egyptian flags, and they have artists for people who would like to draw on their faces.Judgments according to what we have mentioned above, customers are happy because we try to meet their need in every possible way, and solve any problem they face with our food or place. McDonalds Is a credible brand because its a very strong competitor all over the world, its the second best competitor in fast food businesses after KFC.Resonance There is a strong relationship with the employees and the customers, employees are always friendly and smiling to customers so that they can make them feel welcome, and they always try to make them comfortable as much as they can.How is Qualitative research being used?Qualitative research is being used to know how consumers see our products (tastes, fre shness, new products, and etc.) redevelopment (delivery service, employees relation, and place.)How is quantitative research being used?It provides assistance to know the measuring stick of combos needed to be increased daily, weekly, and monthly. It also identify what type of products are consumer demanding, the sandwich double big tasty was created using the quantitative research.How do use Advertising to strengthen McDonalds brand?McDonalds advertise mostly on television using simple and funny ads which will attract customers to buy their products. They used to advertise on radio too. McDonalds uses FP7 which is the advertising agency to help them, FP7 is working with McDonalds since 15 years ago, they helped them create the delivery TV ad, and other comedy ads. Off course McDonalds sponsors Egyptian football teams such asGhazl el mahalaEl gaishEl masryAll of this will help improve the advertising.
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