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ALFRED NOBEL UNIVERSITY DNIPROPETROVS`K DEPARTMENT OF MARKETING

ALFRED NOBEL UNIVERSITY DNIPROPETROVS`K DEPARTMENT OF MARKETING. BRANDING AS AN EFFECTIVE TECHNOLOGY OF GAINING AND RETAINING OF THE CUSTOMER. Student gr. MG-09 (MS) Korsun O.V Scientific supervisor Ph.D. in Technical Sciences M.N. Fesun Language consultant Senior Lecturer

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ALFRED NOBEL UNIVERSITY DNIPROPETROVS`K DEPARTMENT OF MARKETING

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  1. ALFRED NOBEL UNIVERSITY DNIPROPETROVS`K DEPARTMENT OF MARKETING BRANDING AS AN EFFECTIVE TECHNOLOGY OF GAINING AND RETAINING OF THE CUSTOMER Student gr. MG-09 (MS) Korsun O.V Scientific supervisor Ph.D. in Technical Sciences M.N. Fesun Language consultant Senior Lecturer N.V. Bespalova Dnipropetrovs`k 2014

  2. … and no housekeeping pain! Based on the «Biosphere corporation» BRAND «Freken BOK»

  3. Purpose of the research: - to build the different • ways to gain and retain the customers by improving the • brand «Freken BOK». • Tasks of the diploma research: • studying the essence of brand and branding; • analyzing the methods of measuring the level of customer`s loyalty; • conducting the SWOT analysis; • identifying the customer segments; • identifying the emotions that most affect our consumer audience; • developing the ways to gain and retain the customers by improving the brand «Freken BOK» • The object of the research: - is the marketing activity of «Biosphere Corporation»; • The subject of the research:- is a branding of «Freken BOK»; • The novelty of the results: - the new ways of improvement of the brand «Freken BOK» are given in the conditions of strong competition at the Ukrainian market and unstable political and economical situation.

  4. What is a brand? The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. It can be a logo, name, symbol or design – a brand creates a face value of a company in front of the world. What is a branding? Branding is the art of becoming knowable, likable and trustable. Branding – is an effective technologyof gaining and retaining of the customer. A well-definedand strong brand will boost sales, attract new customers, create brand value, build customer loyalty and will be the catalyst for business growth.

  5. The mission of «Biosphere Corporation» To create and represent successful brands and products for house-keeping and personal hygiene that are high-quality, up-to-date, bring positive emotions, satisfy various consumers’ demands and tastes. The geography of corporation «Biosphere» FIG.1

  6. Household market structure 2012 VS 2014 Householdmarket structure 2014 (%) FIG.2 Household market structure 2012 (%) FIG.3 www.biosphere-corp.com

  7. Sales of «Biosphere» Corporation for Ukrainian territory. Table.1 Sales of «Biosphere» Corporation for Ukrainian territory 2002-2010 (%)

  8. The brand «Freken BOK» is a well-known on the Ukrainian market. It was born in December 2001. • The slogan is – Freken BOK …and no housekeeping pain! • Category – Housekeeping products. • Product groups: • Garbage bags. • Draw-string garbage bags. • Kitchen sponges. • Bath sponges. • Cleaning cloths. • Household latex gloves. • Consumer alufoil, cling film, baking paper,etc. • Toothpicks. • Others

  9. The Price Positioning of the brand The Price Positioning of the brand - high quality, middle price segment. Поставщики оборудования – 21 компании FIG.4 The competitive environment on different segments Поставщики готовой продукции– 25 компаний Поставщики сырья – 43компаний

  10. SWOT Analysis for «Biosphere Corporation» Table.2 SWOT analysis for «Biosphere Corporation»

  11. SWOT Analysis for «Biosphere Corporation» Table.3 The results of SWOT analysis for «Biosphere Corporation»

  12. The customer segment of «Freken BOK» The emotional benefits of the brand «Freken BOK» • Comfort • Home • Easiness to use

  13. The level of customer loyalty to the brand «Freken BOK» NPS (Net Promoter Score) How likely is it that you'll recommend this product to a friend or colleague?  % NPS= 35%-15% = 20 % NPS of the brand «Freken BOK» is 20. Factors that influence recommendation of the brand: quality, previous experience of using and price.

  14. Gaining and retaining the customers by entering the new retail networks Table 4. Sales increase from the new retail outlets expansion

  15. The results from entering new retail networks FIG.5 Sales increase of Freken BOK product from the new retailers expansion (UAH). FIG.6 Gaining of new costumers by entering the retailers (%). FIG.7 Sales increase of Freken BOK product from the new retailers expansion (%).

  16. Therecommendations for improving the brand «Freken BOK» • The brand must achieve lasting emotional connection with the customer. • We must appeal to the next feelings of our consumers: • - care; • - comfort; • - memories of childhood; • - positive attitude/ fun; • - kindness; • - cleanliness; • - relief; • - satisfaction; • - convenience; • - joy; • - credibility;

  17. THANK YOU FOR YOUR ATTENTION!

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