08.auditing the brand sphere

THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM

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BRAND

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Distributor network is vital for the success of all the FMCG brands. There for in-depth analysis should be made on distributors on following areas:

1. Alignment of goals – The concern for brand success should be the same with distributor as it is with the manufacturer

2. Power – This is a situation of which has a better bargaining power

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DistributorAttractiveness

Brand Strengths

H

H

L

L

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A. The Ideal situation, both have an advantage, partnership/joint marketing effort would be the strategy to move forward(Ex: Abans, Singer, Sidhalepa)

B. Brand benefit from distributor. Distributor bargaining power is more

C. Brand bargaining power is higher than the distributor. Step need to be taken to improve, or eliminate distributor.

D. Un healthy marketing climax to operate

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Customer is the king in any business Consumer is the person who uses the

product A brand to succeed, organization needs to

understand the consumers and their motives and behaviors.

Understand end consumers of consumer marketing

Are consumers “Time rich or money rich”?

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B2B customers are been analyze by understanding the concept of Perceived risk

1. Performance risk2. Financial risk3. Time risk4. Social risk5. Psychological risk

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