Industries like Electronics have relied a lot on after-sales service as a good revenue and brand positioning exercise. The question is : Have companies been able to do this (after-sales service) successfully???
When products try to become brands, the one thing they try to provide as a brand image is " Great After sales Service" . In attempt to do so, companies try to set up service centres across the length and breadth of their covered areas. But Do these service centres really do the intended purpose. If we log in the consumercomplaints.in (http://www.consumercomplaints.in), there isnt a single brand which has been able to deliver as expected.
When we try to do a brain storming exercise on why this has happened, one of the possible outcome is : The quality of service provided by the service centres
The service centre is a privately held agency which is taken by an individual from the company. The purpose behind setting up a service centre is good but when you give ur brand in private hands, then its upto them to make it or break it,, and there have been really less cases where these third parties have been able to make it.
Brand Managers need to take a step forward and should gel along with these service providers. Its just like a Balanced Score Card.. U just cant ignore this segment as this is where your bottom of pyramid is actually hit,, and surveys have shown that after-sales services is one the most important reason for Second Purchases.. and in todays economy, second purchase is very crucial for industries escpecially Electronics and Auto..
Hence, Brand Managers should ensure that the service providers help in potraying the right kind of image of their brand to the common masses.
Happy Branding!!!
Tuesday, October 27, 2009
Discount Marketing
Festive season brings with itself a whole new dimension of marketing strategies. The consumer psychology just looks for the word " Discount" in the deal that they are going to make.
Companies are trying to bring out various possible discounts to attract more and more customers. Thus Discount Marketing has to be a complete new dimension when we devise strategies, whether for sales team, target settings, service marketing or complete rollout plans.
Discount Marketing is crucial as you have to offer a good discount that looks attractive to consumer and also the consumer does not loose their Quality Quotient from your product. Hence, DM (Discount Marketing) strategies have to be a perfect blend of Cost and Trust.
Like in India, Brands like Koutons, Cotton County and few others have established themselves as Discount Brands. In case there is no discount on these brands, the sale might get affected badly. Thus companies have to be cautious while making a decision when they are entering the DM domain.
More on Service Marketing Strategies soon,,,,
Companies are trying to bring out various possible discounts to attract more and more customers. Thus Discount Marketing has to be a complete new dimension when we devise strategies, whether for sales team, target settings, service marketing or complete rollout plans.
Discount Marketing is crucial as you have to offer a good discount that looks attractive to consumer and also the consumer does not loose their Quality Quotient from your product. Hence, DM (Discount Marketing) strategies have to be a perfect blend of Cost and Trust.
Like in India, Brands like Koutons, Cotton County and few others have established themselves as Discount Brands. In case there is no discount on these brands, the sale might get affected badly. Thus companies have to be cautious while making a decision when they are entering the DM domain.
More on Service Marketing Strategies soon,,,,
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