“4Ps” which marketing mix concept still playing main roles in marketing programs. Therefore, F&N must emphasize management in 4Ps in order to build and manage brand equity. Firstly, product is the main factor to be an outstanding brand. So, F&N should keeping concern about its products quality. It can always collect information from customer in order to ensure the quality of product and can do correction immediately after realize quality problem. Besides, F&N can pay more attentions to after marketing strategy. After marketing can increases the value of a product, such as user manuals, customer service programs and loyalty programs. F&N can invest in after marketing to stronger its competitive advantage. For instance, F&N can offer loyalty programs by held some lucky draw contest for its loyal customers. Next, pricing is one of the 4Ps. Therefore, F&N can set prices to build brand equity. I think that F&N is using value-based pricing. So, 100 plus pricing relatively high with higher value perception by customers. Place is marketing channels of F&N. Marketing channel of F&N consist three parties only which is manufacturer, reseller and final customers. F&N is playing manufacturer role in its marketing channel. Marketing channel of F&N is short so it can shorter its lead time to deliver products. Lastly, promotion is very important to stimulate sale in short term. F&N will conduct promotion activities in important festivals, such as Chinese New Year, Hari Raya, Deepavali and so on. Besides, company also can offers discounts or coupons for loyal or new customers to increase retention. 26
BPMM 3113 BRAND MANAGEMENT 5.2.3 Integrate marketing communication Marketing communication tools to build brand equity are advertising and promotion, interactive marketing, events and experiences, and mobile marketing. Firstly, I think that advertising of F&N is enough to build and maintain its brand equity. Because F&N conduct many advertising on its products through several advertising media, such as television, radio, print, direct response and place. Nowadays, direct response is very welcome because it can help company build relationship with customers and can get feedbacks from them directly. Online marketing communication we also called it as interactive marketing. Because F&N can connects or interacts with its customers via online or social media. For instance, F&N can publish its advertising to social media and welcomes people to give feedbacks. This will decrease many marketing cost and can get the value of marketing. Events and experiences is try to focus on engaging the consumers’ senses and imagination as a part of brand building. Event marketing includes public sponsorship of events or activities. F&N 100 plus always sponsor for public activities related to sports, such as badminton competition, marathon, cycling competition and so on. This will lead to increase the awareness of brand and also brand experiences.
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- Spring '19
- Brand, ........., F&N