Domestic and Global Branding Strategy - Branding, Pricing, and Distribution - Assignment Example

? Branding, Pricing, and Distribution Branding, Pricing, and Distribution Domestic and Global Branding Strategy Domestic Strategy Consistent Quality As UW offers product in United Kingdom, its branding strategy shall be based on providing consistent quality products because if a brand of a company fails to make an impression in their own country then it is less likely that the product will become a success outside the country. Therefore, the product shall be based on good quality (Gelder, 2005). Establish Credibility In order to develop good reputation in the mind of consumers, UW clothing should focus upon increasing their credibility to increase its customer base so they can become their brand ambassadors and promote positive word of mouth. Therefore, to gain their trust the company shall reveal information about their product, and the vision of the company about their customers will entice them to learn more about the company and their products (Okonkwo, 2007). Competitive Pricing In developed countries such as United Kingdom, the competition is very high because many companies are trying to satisfy their customers with discounted prices. Therefore, the company has to make their pricing according to the market price and similar to competitors pricing (Okonkwo, 2007). Global Strategy Brand Architecture and Differentiation It is very important for the company to differentiate its product with competitors and create uniqueness in their product which shall entice customers in repeat purchases. The clarity of the brand message and values are of great importance to the company to avoid confusion in the mind of consumers (Gelder, 2005). Focus on Consumers The company’s strategy should be aligned with the needs of consumers because after all because consumers are at the heart of everything a company does. In order to achieve long term success UW shall develop products that are globally accepted by consumers of different country. The trends of clothing is different for consumers living in United Arab Emirates and different for European consumers (Gelder, 2005). Strategic Partnerships The company shall build strategic partnership with retailers and suppliers to make their products available and easily reached to customers. Co-branding strategies shall also be practiced by making strategic alliance with competitors to offer unique products for kids less than 3 years of age (Gelder, 2005). Optimum Pricing Strategy Penetration Pricing UW clothing shall set special introductory offer while penetrating the market of United Arab Emirates to gain market share. The particular pricing strategy is focused upon setting the price lower initially than intended price established in the market. It will encourage customers to shift to a new product and to make them realize about new competition in the market and to increase sales volume. However, once the desired target is achieved by the company then the prices shall be increased and maintained with the market price. It shall be very damaging for the competitors to cope up with the lower price set by UW clothing which will exploit their market position (Aaker, 2004). According to the long term goals of the company, it shall increase its product line by offering products category which will be priced lower than the market. Therefore, a particular brand extension will be focused upon serving different market segment which has lower spending power under a different brand name. This will provide an opportunity to target each customer base with an intention to increase company’s revenues and to exploit the market of UAE (Aaker, 2004). Pricing Strategy Supports Branding Strategy As initially the pricing strategy will be focused upon offering lower priced products than the established market price, the strategy will support its global branding strategy. The idea is to differentiate its product with respect to competitors by offering a price which makes significant impression in the minds of consumers and will attract them in buying company’s products. Branding is a combination of a products’ packaging, price, characteristics and features, Therefore, changing the price of a product will make differentiation amongst competitor products (Gelder, 2005). It is always a need of customers to purchase high quality products at lower prices. Therefore, focusing on the particular need of customers, the company is able to attract them through setting low priced products with high quality features. This would allow them to become loyal customers and will lead to repeat purchases. Similarly, strategic partnerships will be made with retailers to offer them discounts in UW products to make their products available. The co-branding strategy will occur in the later part of stage when the company will be able to establish strong influence in the market and with competitors. This relation of retailer and the company will be established for a longer term (Aaker, 2004). Channel of Distribution Retailers The products of the company will be made available in two types of retailers. The first option would include a brick and mortar store owned by the company itself in which various categories of products will be available. Other option is to offer products to a retailer which sells different brands of clothing inside one shop to increase their sales. However, both options are suitable for the company. The non-company retailer will be provided with discounts and their space will be purchased so that a better display of their products should be made possible (Aaker, 2004). Market Trading In order to create a desired response from customers and to promote a classy feel of the brand then the company will open its own outlet or a franchise that could offer products directly to their customers at slightly lower price than the market. This would be considered as factory outlet in which latest design of children wear will be available in huge stocks. This store would require a posh location with nice exterior to provide consumers a comfortable environment (Aaker, 2004). E-commerce The products will also be made available online through company’s official website. The delivery will be made free to the countries of UAE, whereas a specific shipment cost will incur if the product is to be sold outside the region. The e-commerce selling will have an additional feature for consumers, as they would be allowed to design pictures in children clothes. These designs will be custom made and will be available in different colors. The price will be similar to that of other products of the company (Gelder, 2005). Push or Pull Strategy Both the strategies are very important for the success of the company. According to the push strategy the company will offer discounts and product promotion to their customers, whereas, pull strategy will be based upon offering discounts and promotions to its retailers and distributors. Both variables are significant in making huge profits for the company, as retailers are considered as the source in reaching the target audience and on the other hand consumes make purchases (Aaker, 2004). Comparison of Distribution Strategy with Product, Target Market, and Market Strategy The aim of the distribution strategy is to make products available to customers’ at best possible way. Therefore, the particular strategy is aligned while keeping in mind the market strategy, target market, and the product offered by the company. The target markets of the company are children less than 3 years of age and the best possible way to make products available to them are retailers and through e-commerce. It is easier for parents to shop for their children online while sitting at their homes with convenience (Aaker, 2004). Similarly, the market strategy is to focus on consumers and to differentiate their products with their competitors. Therefore, the particular distribution strategy is based on the preferences and desires of consumers in which people can make custom designs on the internet for their kids which attract them in positive way and shape their personality. Small children are mostly enticed by pictures of animals, super hero characters, and sportsman to which they mostly desire and are provided by the company in their online distribution strategy (Gelder, 2005). Reference List Aaker, D. (2004). Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity. New York: Simon and Schuster. Gelder, S. (2005). Global Brand Strategy: Unlocking Branding Potential Across Countries, Cultures, and Markets. London: Kogan Page Publishers. Okonkwo, U. (2007). Luxury Fashion Branding: Trends, Tactics, Techniques. New York: Palgrave Macmillan. Read More