Part C Marketing Plam

Contents Feedback Mechanism 2 Development of a branding strategy for the products and services 3 Product Differentiation 4 Target market research 5 The location of the target market 5 Competition analysis 6 Eradication of brand failure and fostering business continuity 6 Analysis of the primary and secondary market 7 Positioning statement 8 Relevant consumer behavior 9

The key to business continuity management is forecasting and constant learning. In the contemporary business landscape; agility is what enterprises leverages to stay afloat. Amid the prevalent globalization of politics and trade; agile business practices ensure that the business is relatively shielded from the ambiguity, uncertainty and other nuances that entail the business landscape. That is why the use of feedback; both positive and negative in this case offers enough room for versatility. As the business advances, either organically or inorganically, there will be the need for making risk-laden business operations moves that will likely put Bidii Enterprises on the edge. This is true amid the citing of the reduced operational expenditure given other concerns. In this case, the organic and inorganic growth refers to the process where the business undergoes expansion; it can happen via natural growth for instance via increased revenue income or via other means such as marginalization and takeover(Richards et al.,8).. In this case, both the former and the latter are significant. To implement the effective business plan, the use of these feedback mechanism help streamlines the plan and foresee obstacles.

In this case, the focus on the collection of the right feedback is possible to reach the desired sales funnel for the organization. To optimize the insights that are obtained from the feedback, the management looks into both positive and negative feedback. As a prerequisite, the feedback is analyzed and categorizes according to their underlying determinants. For instance, regarding elements such as the choice of the products, accuracy, customs relationships, Business-2-Business (B2B) relationships, and customer satisfaction standards. In the long run, the focus is placed on the root cause of the underlying causes that determine the given feedbacks(Richards et al.,8).. Of particular importance is the focus on the value that the customer gets so that the business can prioritize the above-mentioned sales funnels or sales regime. Additionally, there is a need for looking into the trends that other businesses in the same industries are championing based on the desired throughput and the prevailing situation (Richards et al.,8). Determination of the most appropriate ways to measure goals increasingly important amid the local and remote data that the business will have to be conversant with. Leveraging data, in this case, is essential because of the business need to be technology savvy. The measurement of goals is one of the challenging facts about a brand marketing strategy. This is true given that some of the elements that warrant measurement are qualitative in nature. However, the set up of Key Performance Indicators (KPIs) provide the prerequisites for the conduction of the desired measurement. For instance, the Return on Investment (ROI) as in marketing is a qualitative metric that can be obtained quantitatively given the setup of the proper KPIs(Richards et al.,8).. Another way is to measure the goals of the business to the achievements that are made. For instance, the budgeted costs versus the actual costs that are incurred while conducting a business operation such as marketing campaigns. The business, in this case, needs to have a criterion for the approaches to collection and organization of data. Besides, the tracking of the expenses there is need for the tracking of the competitions and their root endeavors so that these factors can offer insights on the developmental trajectory of the business in future.

The formation of a branding strategy is pegged on the processes that are aimed at creating and developing the professional services that the business offers. The initial phase is to get the brand aligned to the business objectives as the business undergoes organic and inorganic growth. The second stage involves the development of the tools that are needed for the communication of the brand like the brand logo, tagline, and the website.

When it comes to having an effective long-term branding strategy, there is a need to comprehend why certain strategies are favoured at the expense of the others. The more detailed the branding strategy is for the organization, the more efficacious it is from a management perspective. Three elements need to be adhered to when making an effective branding strategy for products and services. One is the objective of the brand. The objective of the brand is closely underlined by the short-term and long-term objectives of the organization. Secondly, the customers are a key aspect of the formation of a branding strategy for the business. Besides the employees, the customers are the most valuable assets for a given business(Jora et al., 2).. Finally, as a business, there is need for the branding strategy to focus on the elements of long-term success.

The aim of the business is not only to become profitable but also to for the business to have a significant level of sustainability and performance-oriented. This is especially true given the need for incorporation of environmental accountability measures amid the growing concern for environmental and safety and the carbon footprint of the organization(Jora et al., 2).. The knowledge gathered by the determinants of the three mentioned elements collectively determine the objectives of the branding ought to be. The business would have a better understanding of how to determine the customer, and how effectiveness will be measured for the business via juggling between the extremes of a socially inclined business as Bidii enterprise (Jora et al., 2).

Based on the leverage of the strengths that the business has, and mitigation of risk. The emerging interest in organic products is certainly a good predetermined for sustainability. There is an emerging increase in the interest in the organic products that Bidii Enterprises intends to focus on. This resulting form of cutting-edge, quality assurance and products differentiation will pave way for strengthening the brand. The company will be better placed to deal with adverse competition and other adversities in the market (Marin et al., 2017). As a long term strategy, the business will become sustainable given the emerging trend to focus on the environmental impact of the business activities. That is why the focus of the brand to the organic products is a strategically viable option as the business will attract significant organic growth.

After the observation of the branding strategy, there is a need for execution of the marketing projects. The insights that are obtained from the target market is key. The information regarding the customer persona and how the customer can entice to the customers needs. The creation of a customers’ persona in this case provides a detailed information on the potential buyers. For instance, the choice of the name of the business is strategic in this case. Bidii is Swahili word for diligence – in this case, the customers are better placed at comprehending the service delivery and further emotionally becoming attached to the brand. Other elements that are of key importance for regarding the targeted demographic determinants such as sex, population, education background, and the situational status as taken into consideration herein.

Another vital thing about the branding strategy is the location of the target market. As Bidii enterprise, the business ought to focus on the areas where the business is likely to connect with the customers. That is why the identification of the core values of the customers is vital for Bidii enterprises. The conduction of market research, in this case, will likely have to focus on the following areas.

I. The focus groups

II. The questionnaires and the surveys

III. The data synthesis methods.

The above-mentioned elements are vital when developing a long term comprehensive brand. When the people connect to the brand, they will not incline so much on the values given they are already familiar with them. This is especially true for the types of customers that focus on the value or utility of the products that are offered by Bidii enterprises. Given that brands do undergo further tweaking and changes, there is a need for setting a creative guideline prior to the setting up of the brand strategy(Richards et al.,8).. That is why setting a branding strategy that will be able to adjust to the prevailing situation and the desired outcome of the firm is vital herein.

Before setting up a branding strategy, Bidii enterprises need to research the competitive nature of the market. What makes the brand different is the focus on organic products as the core functionality of the brand. Additionally, the name of the business is chosen strategically so that it endears to the local population that the business intends to focus on. In the long-term, the idea of setting up the brand to match the local dialect will come vital for the setting up of other marketing initiates such as those that are geared towards the creation of strategic Corporate Social Responsibility (CSR) (Yu, & Liang, 9). Given the intricacies of setting up an effective CSR, the business can focus on the bringing of the matching value with community-led social responsibilities. In the long-term, the business can easily have a conversion of more sales that result in public stunts. This will offer the business the needed competitor advantages because of increasing economies of scale (Yu, & Liang, 9).

There are plenty of reasons to determine why brands fail. This is important given that Bidii has the intension of staying in business operations for persistence, sustainability and performance. One reason why brands fail is because of the lack of long-term brand vision that is aligned with not only the long-term mission of the business but also the prevailing situation. The failure to solidify the brand identity and the message therein is detrimental both in the short-term and long-term (Bairrada et al., 1).

Additionally, inconsistency and the failure to constantly learnt or focus on changing customer preferences is one of the main reasons that brands fail to achieve their mandates. The failure to understand the needs of the customers and the ever-changing business environment that compass the undying business loopholes is of the detrimental consequent(Yu, & Liang, 9). The brand identity and image in this case should effectively align with the short-term and long-term objectives of the business. To suffice, the most important things in the brand strategy that Bidii enterprises need to focus on are not only the research and development that leads to innovative products for the myriad of customers but also the story that the brand element is elicits in this case, in this case, the brand ought to represent the company’s mandate. There is need to make and implement the marketing strategies before embarking on the execution of the myriad of marketing campaign.

The positioning statements or strategies are those that are geared towards the aversion of the competitions on the market. Failure to anticipate the levels of competition that the business will undergo in this case will bring about inconsistencies in future as the business undergoes organic and inorganic growth(Yu, & Liang, 9).. The primary market has ripe opportunities for business expansion via vertical integration given the potential leveraging of the available opportunities and the available internal competitive advantage. Market expansion to the secondary markets can be those leveraging pricing as a market penetration activity. Based on the insights that are obtained from the relevant information from the feedback mechanism, a strategic branding strategy is utilized for the marketing campaigns(Yu, & Liang, 9). Determination of the goals to achieve in the short term and long-term goals is also a vital part of a branding strategy. Setting up SMART goals for the subject matter is what is important. Consequently, the versatility and agility of the strategies are what makes the difference.

The consumer purchasing intention is pegged on the value the brand offers both at the primary and secondary markets. The business name and tagline resonates with the mission statement and objective of the enterprise. Value, in this case, is extended to the social benefits that the targeted demographic cohort – the women get. The social and cultural position held on women in the area of operation favors the mission of the business. The formation of economically viable strategic CSR, the benefits that accrue due to brand loyalty will provide a coverage point for customer acquisition, retention and segmentation. Global natural and organic cosmetics is set to expand in the next decade. Wide range of asset management and differentiation area is thereby available for the organization. As part of a branding strategy, long-term product development that may be done will have a considerable influence based on the foundation that is set up currently (Li & Chen, 4).

When it comes to the positioning statements of the business, there is need for the focus on items such as Products, Prices, Place and Promotion – collectively named the 4 Ps of marketing (Solan, 6). The products are said to be better placed if they conform to customer preference in the areas of operation. As mentioned earlier, given consumer preference it inclines over. Given that some customers prefer the price as the determinant for making a certain product buying decision-making. The price that the product uses are relatively low for market penetration strategy. As the business grows and financial incentives increase. There are increasingly many avenues for pricing such as price discrimination based on consumer demographic location, or based on their knowledge of their products.

From a promotional point of view, the organization has an affinity to utilize the women as the focal point of the brand loyalty movement. In this case, the product and the promotional aspects intermingle resulting in conductive internal and external environment for the business to operate in this case. When the business effectively incorporates the focus on women as it endeavors, long-term relationships will likely be build that would culminate to significantly higher brand loyalty. Considering that brand loyalty is the number one driving force the consumer-facing side of marketing and sales. Research by (Shirodkar et al., 5) has already looked into how the political landscape plays a critical role in product geographical locations and CSR. The place, in this case, regards the geographic location of Bidii enterprises. Although the organization is based in New York originally, it endeavors to perform horizontal expansion to other emerging markets.

Globally, there is a growing inclination to products that are organic or use green energy in production. That is why brand loyalty for Bidii enterprise as a strategy is positively explorative. Consumers prefer brands that are environmentally friendly and have good social responsibility. The business has the upper hand given the strategic Name it has and how relatable it is for the local population. The English meaning of the main branded word is diligence; given the positivity, that word elicits in public. The role of brand love has been looked into and how it affects brand recognition and loyalty ( Bairrada et al.,1).

Corporate Social Responsibility (CSR) provides one of the mostly underloooked and untapped potential for fostering Business-2-Business (B2B) and Businesses-2-Consumers (B2C) relationships. In a market that consumers make purchases based on not only the utility but also the social benefits to the community they operate in as reflected in the studies conducted by (Salvioni,& Gennari, 7). The positioning of the product concerning CSR is to provide support to women. The business has the objective to provide support to this demographic group given the fostering of brand loyalty. Bidii enterprises leverage on the psychological and physical standpoints of the women being relatively brand loyal than men. In this case, from a product point of view, the Bidii enterprise can garner significantly higher brand loyalty than the competitors especially those that are also starting up marketing initiatives of these manners.

Contextually, the brand mission is to provide services diligently as part of a consumer facing business organization. These are to be done with high-quality technical prowess. The business needs to have a limited negative environmental impact given the vitality of sustainability and consumer health being at stake. Brand extension is whereby the company get increasingly higher social regards not only regulatory (government) support. From a macro-economic perspective, there is efficacy for government support given the potential for increased brand loyalty. The conformity of external forces with internal shareholder demands can be harmonized.

Reference

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