Date post: | 16-Aug-2015 |
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Education |
Upload: | sameer-mathur |
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In an information rich environment consumer disaggregation is vast more efficient and profitable than aggregation
Consumer relationship
Companies that employ disaggregate marketing are simply quicker to respond to consumer needs and better able to tailor their offerings and influence their buying patterns
Channel relationship
Disaggregation is seen as an opportunity to restore balance power between manufacture and retailer ,it provide medium to influence consumer independent of retailer
Organization of brand management
3 element must be inserted in organisation to shift it from brand centric to consumer centric
Building relationship
A relationship of trust and credibility ,in this buyer have the opportunity to declare their needs and seller can response accordingly
Communicating key benefit
Communication with individuals allows that message to be tailored to peoples varied needs
Charging a price premium
As a brand reduces consumer risk and simplifies the purchase process companies can charge a premium for it and can introduce special offers to specific consumers
Driving trail and traffic and increasing sales volume
Disaggregate marketing allows advertising messages to be targeted to those consumer most likely to respond
Responding to competitive moves
Disaggregate marketing means that an attack can be countered by targeting only those consumers most likely to switch
Brand management systems were designed for an era of mass
marketing and is not well suited to making good use of the tidal wave
of valuable consumer
Organization structure and leadership
Managers or teams are assigned to product categories or brand
Managers or team are assigned to segment of similar consumer
Key business measures
Success is measured by volume of sales and market share
Success is measured by consumer-level profitability and depth of relationship
New product development and innovation
Developing and testing of products based on product related competencies
Development and testing based on segment needs
Training
Focus is on developing marketing skills
Focus is on developing knowledge of consumer segment
CONCLUSION
IN THE PRESENT SENERION COMPANY SHOULD FOCUS ON DEVELOPING DEEP RELATIONSHIP WITH CONSUMER AND UNDERSTAND THEIR NEED AND CONSUMER SATISTAFION
SHOUL BE THEIR GOAL.AND ALL OF THIS SHOULD BE DONE UNDER THE UMBRELLA OF A BRAND FOR MAXIMIZING PROFIT ....IN OTHER WORD
THEY SHOULD DO THIS UNDER A BRAND NAME