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.
Please feel free to make comments or raise new issues by emailing
the editor |
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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
Our factory in Cape Town is certified by several food
safety companies which include BRC, SGS (organic), SAFSIS
and IFS. With a dedicated New Product Development team,
we are well equipped to stay ahead of market trends
and developments to ensure we always supply innovative
and relevant products. |
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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
The Alternative Consultancy’s services have been
developed as a response to opportunities spotted in
the marketplace, combined with the needs of clients
and they have developed many “firsts” in
Community Based Marketing. |
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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
This coming year 121 Outsource will be 21 years old,
one of the oldest (BPO) Call Centre Companies around
in South Africa. There have been a number of changes
in our 121 Outsource operations that have required us
to establish an expanded global presence. |
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Featured Client
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Active Clients
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