3.3 HOW WOULD YOU SUGGEST THAT THEY IMPROVE ON THEIR BRAND BUILDING ACTIVITIES? In my opinion, brand F&N in Malaysia need to have more activities in order to build brand equity to them because F&N in Malaysia they do not really make any activities that can build a relationship between company and customer. They only make an advertisement on media but in fact it is not enough because people will recognize the brand. However there is no any feeling that makes people feel loyal to the brand as long as they still do not have any strong competitor they still can do the same. What if they get a new strong competitor then it would be trouble for them. F&N is a very successful company; they had done well in building their brand equity. It makes the core brand equity of the company which is the customer based brand equity. Which make the customer will link to F&N automatically when they want to have a drink. With the customer based brand equity, the strong brand of F&N increase the customer’s attitude strength toward the product associated with the brand and the attitude strength is built by the experience. The experience by customer implies sampling promotion is more effective than advertising in the early stage of building a strong brand. It is able to create customer awareness and association lead to perceived quality, inferred attributes and brand loyalty. 9
BPMM 3113 BRAND MANAGEMENT To sustain the strong brand, we suggest F&N to launch seasonal card service, which is the customer, can get point while they purchase a F&N drink, no matter F&N vending machine or at the market. When F&N are doing promotion or campaign, and customer support the activities by purchase F&N products, they may get more points for it. With the point accumulate; the customers can use the point to redeem the special prize from F&N. Besides, when customers purchase big amount of products by using the card, they can enjoy 30% offer for it. This can helps F&N to enhance customer brand loyalty as F&N are able to provide extra value to their customers. In a nutshell, F&N need to pay more concentrate to their customer’s feelings and communicate with them for better understand of their needs and wants. This is because the core brand equity of F&N is customer-based brand equity which means the customers means everything to F&N. to build and manage the brand equity, F&N need to put customers in their first consideration place. 4.0 Brand Growth Assessment Here we are assessing F&N’s growth potential and providing recommendations. The first thing I would like to mention here is human healthiness. Actually, human nowadays take healthiness as their priorities. Although F&N is a very famous and popular brand, F&N is selling snacks and soda can drinks. When customers are healthiness oriented, I suggest F&N to start and produce organic goods such as organic snacks. This is because, when the people now are concerning about their healthiness, they will take less junk foods and can drinks in order to maintain their healthy lifestyle. Even F&N is
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- Spring '19
- Brand, ........., F&N