The paper "International Marketing Management" is an outstanding example of a marketing article. Fresh Direct Services employs several strategies to create and capture customer value. One strategy is to carry out proactive brand management. The management carries out this activity through the employment of a broad range of promotional concepts with a view to enhancing the customers’ attitudes and perceptions of particular products. The idea is to ensure that brands of the beverages remain strong in the market while the customers get value for their money. According to Proffesor Kotler (2006), the idea of engaging in the product as well as brand management is to ensure that the desires of the customers are aligned and are in line with the experience that comes with the consumption as the brands are associated with certain unique product characteristics.
Product and brand management increases the volume of sales because customers will routinely make comparisons with other products of competing firms. Ideally, the amount of profit generated by a product determines the value of the brand (Percy & Elliot 2007, 125). Another strategy employed by the company to capture customers’ value is through advertisements.
The firm undertakes aggressive marketing product branding so as to attract more customers. Through this, the firm has been able to change the attitudes and perceptions of the customers towards a particular brand. For firms to implement this, the management understands that they have to create a favorable environment and a wide range of opportunities so as to persuade customers to purchase their products and services. Additionally, the company has been involved in continuous product development, improvements and value addition, more so in the delivery process.
The objective of this has been to develop and nurture products and have them delivered, through a process that that meets the needs and demands of the customers. Building customer relationship is one major strategy that Fresh Direct Services uses in its marketing. The strategy that the firm uses is built on a customized version of the Customer Relationship Management principle.
Gray, P 2010, Persuasion in the Market Place; Belonging to the Brand, Journal of Product Branding
http://www.aipmm.com/html/newsletter/archives/000397.php [April 22, 2010]
Kotler, P 2006, B2B Brand Management, Springer Publishers, USA, 54-112.
Sviokla, J 2010. Harvard Business Review: Real-time Brand Management — Lessons from Virgin America's Hellish Flight
http://blogs.hbr.org/sviokla/2010/03/realtime_brand_management_less.html [April 22, 2010]
Percy, L & Elliot, R 2007, Strategic Brand Management. Oxford: Oxford University, 123-167.