Drip Footwear
How effective is the brand at
managing of its brand portfolio?
Drip Footwear is a black owned sneaker
brand that has just celebrated its second birthday this month. It is a
township brand.
Brand positioning has been defined
by Kotler as “the act of designing the company's offering and image to
occupy a distinctive place in the mind of the target market”. In other
words, brand positioning describes how a brand is different from its
competitors and where, or how, it sits in customers' mind.
Knowing your target market first will give you
direction on managing your brand positioning. Drip's target market started in
the township, and it was positioned there to relate to young and fun people
with it bring colours and design and being affordable. As the brand started to
grow it has now changed or moved the positing as identified as an international
that has started to position the brand in collaborations with big brands such
MTN, Channel O as the shoe sponsor for their presenters and
celebrities' such as Cassper international Rapper that they have collaborated
and created a sneaker as a new range that target Cassper 's fans and followers.
Advertising and promotion costs: Advertising is always other ways to promote the brand (Drip) and it
can cost a bit too much as budget are high. Marketing always has large budgets that
can sometime affects the daily running budget of the organisation (Drip). With
advertising it can be used as promotional platforms of new designs /range of
Drip sneakers or price promotion. By not taking this opportunity of making use
of the advertising platforms you are diluting efforts of creating a strong brand
for the consumers. Consumers by what they can see (buying with eyes).
Advertising platforms are different for each target
market, billboards, digital screens, Radio, TV, Promotional catalogue, activations
and free adverting of word of mouth.
Distribution channel: Drip has opened 16 stores nationally as one of the distribution posts of
sales including online stores and social media platforms that operate on per
order selling channel and delivering at your doorstep.
Industrial product: high demand or productivity at low costs, having manufacturing
factories in South African (locally) it cuts on costs to import the sneakers
and rebrand them locally that increase the productivity channel of operation time.
Role of the consumers: Drip to have a clear strategy of the product offering, what type of
sneakers they want to offer the sneakers and what number of ranges they want to
offer, and they can delivery they customers’ needs.
Global markets: Drip
must have enough funding to play in the international market. With online store
have stock availability to the international market, export time management and
engage in fashion show to expose the brand to other brands that does the same.
The brand's reputation and
consumers' perspective in terms of transparency, ethical practices, and
sustainability.
There is always competition in the
market and new sneakers brand will also penetrate the marker as fashion will
always revolves. New design, new style, new material and targeting new market.
Transparency is very vital to the brand
and its consumers, and ethics play a great role with the customer as everyone
want to the associated and aligned to a brand that is ethical without scandals.
Sell what you have and always communication stock availability and correct prices.
Some tips and guidelines that your
chosen brand should adopt in order to build and maintain its reputation.
- Reputation
is very vital and important as it’s a lifeline of the brand, being honest
to the brand and their customers
- Be
approachable and willing to hear out the consumers concerns or compliments
- stay true to their
brand vision
- position the brand
in the international market
- maintain the
collaboration strategy with influential brands
- Improve on the
delivery plan and time management of delivery
- build stores with
more space inside
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