What brand perceptions are retailers creating?
Marketing to consumers is at the heart of any retail business and although retailers may follow a similar procedure to roll out their marketing campaigns, the brand perceptions they create are often very different. But, what brand perceptions are our retailers creating? And, can a retailer’s performance be measured by the brand perception it creates?
For the last few years Checkers has embarked on a “better and better” campaign, creating brand perceptions of improved lifestyle by shopping at Checkers. The retailer has shifted focus away from savings, while still maintaining an air of value. Success on this front is clearly evident based on the performance of the Checkers brand.
In difficult times, other retailers have tended to focus on conventional promotional marketing. While this is very important, it doesn’t necessarily uplift the profile of a retailer’s brand.
Woolworths, on the other hand, has always focused on quality. However, the retailer has recently developed a pricing strategy that promotes better value, without detracting from the premium image of their brand. This has worked very well.
Retailers have created different perceptions through building their brands around quality, savings and value, respectively. We look forward to their future advertising and marketing campaigns. It is evident, though, that branding is as important as price promotion.
Wendy Smith
P.S. Look out for this editorial on our editor’s blog.
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Economic News
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Eskom warns of high risk of blackouts
Eskom has warned of a "very high" risk of rolling blackouts around the country, but was doing everything it could to avert it. "We are working very closely with our large customers to see if they can reduce their load... but the risk is very high. We are doing our utmost to avoid it," spokesperson Hilary Joffe said on Monday.
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New Products
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Two Oceans taking it lightly
Popular South African wine brand Two Oceans is now sold exclusively in light-weight 350 gram bottles that are fully recyclable. The label, its inks and adhesive are also biodegradable.
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Brand Activity
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Vovo Telo recruits Ciro trained baristas
Vovo Telo Bakery and Café, recently voted Best of Joburg's: Best New Restaurant 2011, is giving back to the coffee loving community by ensuring that South Africa’s baristas receive the necessary practical experience to support their top level training provided by the Ciro Beverage Solution’s Barista Upliftment Programme.
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Featured Brands
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Cape Herb & Spice
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Vesuvio
At Vesuvio Estates we know that great-tasting, superior quality Extra Virgin Olive Oil is an important, daily ally to those enjoying a healthy, balanced lifestyle filled with good sensations. As South Africa’s largest olive oil producer, Vesuvio takes pride in the top quality of our operations, from our generous trees to your abundant table
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Featured Retail Services
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The Alternative Consultancy
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Time Link Cargo
Time Link Cargo is a privately owned logistics company. Headquartered in Cape Town and operating nationwide the company offers specialist service in the areas of long distance transport, national distribution, warehousing and dedicated logistical solutions.
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Retail Services News
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Gautrain Out of Home advertising surging ahead
The exclusive advertising rights that Continental Outdoor offer, in partnership with the SPG Group at all the Gautrain stations, has increased the reach for advertisers since the second stage of the project launched on 2 August 2011.
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Artifact: New agency appointment
Quest has appointed Artifact Advertising as their advertising agency.
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121 Outsource goes global
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Featured Client
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Active Clients
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