Brand positioning can be defined as the process to identify and create brand offer that makes the organization occupy a different place and proper image in the customers mind. Brand positioning ascertains the unique and the similarities with its competitors present in the market. Brand positioning is a key factor while making of marketing strategy. It makes a firm differentiate it from others and spread awareness among the customers about the brand. The chosen organization to evaluate the different brand positioning strategies is Bossini (Takashimaya) situated in Ngee Ann City, Singapore. It serves all days of the week from Monday to Sunday. The working hour of the retailer is from 11 Am to 10 Pm. The shop offers blouses, coats, jeans, pants, polo t-shirt, skirts, sweaters, t-shirt, trousers and all other kinds of clothing for all age groups. The essay will give a brief knowledge of the retailer’s strategies used in brand positioning. The strategies used by the retailers are namely, green marketing strategy, digital marketing, promotional strategy, various methods used to grab customers by providing discounts, gifts. The target market of the retailer is also showed along with the other strategies.
Singapore is one of the smallest countries in the world. However the country is primarily engaged with apparel fashion and growing at a faster pace (Yeung and Ang 2016). The people of this country are much conscious about fashion and to an extent make time to be update with the fresh styles.
Even the retailers are in close contact with the customers and had the best and more opportunity to be market oriented for a long time as compared to the manufacturers. Still there is a need to proper brand positioning and suitable operating decisions. However with the changing marketing environment the retailers have also been adopting several strategies to establish their capability in retail companies. It shows the retailers have noticed the crucial need to create a retail brand systematically and manage it to hold the position in the market with ever changing market situation. Therefore, Bossini is a retail store in Singapore with its many of competitors such as Purpur, Dressabelle in the region.
In brand positioning, the term brand was mostly used by the manufacturers in past, such as Nike, Gucci. Therefore the brand concept can be used by the retailers as well. Specifically the brand is applied to any kind of product or as a name, design, formal sign or a symbol. However retail branding can be considered as a strategy he uses to transfer itself into a brand known among the retailers (Zhang 2015). For a retailer its store is only the product that can be marketed (Laffy and Walters 2016). For any retail brand the strength is its influence among the consumers (Das 2014). Some retailers might be strong and others might not be strong. As like other brands, retail branding also focuses on building loyal customers and long term relationship with them.
Green marketing is a rising techniques of business strategies in the present marketing world. These products are assumed to be environmental friendly (Polonsky 2014). This technique of marketing challenges the existing perspective and approaches of marketing. It focuses on the environmental and sustainable ways of marketing which is not focused in the general marketing world (Fuentes 2015). The customers are influenced in the present market trend to use sustainable products. The modern day scenario across the globe dealing with variety of harmful threats to the earth like greenhouse gas, ozone hole and rise in temperature across the globe has lead to the popularization of green marketing. Bossini has adapted green marketing strategy to attract its consumers. People are more conscious to purchase green products as they contribute towards green environment. From the studies it shows consumer perceptions of using green products and related marketing activities affects consumer purchase decision (Grimmer and Woolley 2014). In case of apparels, green marketing practices are linked with design of the product, its production process that also within the product line. Bossini also introduces a second market to sell their products that are out of fashion and at cheapest price. This second selling option of clothes enables the retailer to purchase new trendy clothes and accordingly finish the old stocks in lower price. Bossini caters to the rules of green marketing by adopting various sustainable environment friendly ways of shopping. Instead of discarding old stocks and wasting them they sell these leftover stocks at a much cheaper price in the local market. The shopping bags of Bossini are making from sustainable materials like paper and jute. The store of Bossini also promotes environment friendly consumption of energy. The store has solar panels and runs on solar energy. The stuffs are encouraged to adopt an environmental way of life. Bossini uses green marketing strategy as it knows that this will help to build positive relations with the community and with the customers.
In this age of digital revolution marketing has reached the edge of digitalization too. In the digital marketing field, the manufacturers with the help of digital media are able to reach their targeted clients directly which helps them in achieving their target. This strategy of digital marketing helps the retailer to achieve its objective. Digital marketing is necessary in today’s world because in this age of technology digitalization is extremely required to maintain the position in market (Tiago, m.t.p.m.b. and Veríssimo 2014). The increasing competition between its competitors and grabbing potential consumers lead to the need of marketing digitally. Bossini follows a marketing funnel which comprise of creating awareness, grow interest and desire and then finally proceeding towards the action to turn potential customers to purchase the product (Ryan 2016). With the help of digital marketing the retailers and manufacturers promote their products and services and create awareness for their product or services which in turn leads to the sales. The use of internet is increasing globally and as a result the use of internet has also lead to more and more people getting engaged online (Çikr?kci 2016). Thus factor can be used by Bossini to influence and grab the customers of basically young age including students, youths, working people. Bossini uses its website to organize and pull attention of the potential customers. A website should be informative enough to give out the information needed by the customers (Demangeot and Broderick 2016). This usually follows a chain where the retailer provides sufficient information on the website to grow enough of interest and desire in the mind of the customers and provide them with the correct and accurate information of the product. Later follows the last step to offer calling services in order to clear their doubt regarding any query and along manipulate the customers purchasing decision accordingly to his or her needs. The customer satisfaction either by the information provided or by the requirements met can be concluded. Here Bossini offers a good website with proper information in it and well attractive to grab the attention of the customers. Getting digitalized can help the store to gain potential customers externally from the internet.
After creating awareness for the products and marketing their products the next most important step is to understand the target audience. Each brand focuses on to target a certain segment of market which will include the section with different age group, interest, gender, lifestyle and the products to be displayed in the market. Without understanding the target market it is impossible to market and promote the product. The target market means the group of consumers the manufacturers is targeting to sell and market their products (West, Ford and Ibrahim 2015). This differentiates it with the market competitors operating in the market. Bossini’s target audience caters to a large number of people at the same time. It stores and serves fashion attire for every age group and both men and women. This is one vital reason why Bossini is extremely popular among audience of every age group. The marketing strategy and promotional techniques of Bossini is such that it attracts the attention and interest of every age group. The young crowd is further targeted with the help of various marketing techniques like celebrity fashion for the young customers. Bossini not only has large number of regular customers but it designs the clothes of the various dignitaries of the film industry. The organization has smartly selected a wide range of target audience. The showcase of wide range of products has helped the organization to attract a large number of customers of various age and various fields. Bossini is the most sought after organization when it comes to dresses. While selecting the target audience the other important aspect that should be kept in mind is the profile of the person of the country. A particular dress may not be possible for a particular person to afford. Three should be alternatives of similar design with a lower price range. Bossini has made sure that there are different price ranges to satisfy the need of various people.
Next important marketing business strategy is the pricing strategy which helps to make their products popular and services among the customers is by providing various attractions for the customers. With the help of these added advantages the more and more customers are targeted increasing the sale of the products and services in the market. Various ways to attract the customers is by providing discounts to the customers, arrange various contests and gifts to the customers (Minnema, Bijmolt and Non 2017). With the help of these techniques more customers are attracted and can be reached. Discounts are a very popular technique by which same products and services are offered to the customers but at a much lower price. Contest of various kinds are held at various points of time by the manufacturers and retailers to engage the attention of the market towards the product or service (Ubeja 2014). The gifts awarded by the manufacturers become a good option for the retailers to add the value free of cost. Bossini allows many gifts and offers and discounts preferably in the online site as well as externally. Bossini provide frequent discount and hold gifts and contests at regular intervals for its customers. The customers are more attracted towards engaging in becoming a lucky customer or winning valuable in the contest, as it draws interest among various age or gender of the customers. Many times customer prefers purchasing just in order to become a part of the winning contest or a lucky draw. Customers at Bossini also buy clothes just in order to be eligible to buy other garment attached to it as a part of buy one and get one free. Added to that Bossini’s customers also enjoy special privileges like green card holders and regular customers. Those customers get much larger chunk of discounts and free gifts with every purchase from Bossini.
One of the most important strategies for promotion is advertising of the product. Advertisement is rather the most important strategy for the successful sale of the product (Kelley, Sheehan and Jugenheimer 2015). At times it may so happen that a good product has fewer sales just for the reason the promotion was not carried out in a proper manner. The advertisement may come in the various ways. The advertisement may be done by the means of poster or by the help of social media. While making the promotions it should be kept in mind that the posters should not only be able tom attract the customers but also should not hurt the sentiments of the people. The next form of promotional strategy is in-store promotion (mohan 2014). The term in-store promotion is referred to keeping in touch with the employees who are already registered with the organization. Whenever a new dress is launched the registered customers should be notified about the same. In case a new design which is in vogue is available, then this information should also be conveyed to the registered customers. This will help in retaining the faith and trust of the customers. The website of the organization should also be kept updated in order to reach the people who are not registered. Emails may be taken as a source to reach the registered customers and also the unregistered customers (Sahni, Wheeler and Chintagunta 2016). With a large number of people using the social media websites nowadays, the promotion over social media should be considered as a powerful tool for promotions (Dijkmans, Kerkhof and Beukeboom 2015). The sales can go up by a considerable amount if the help of social media is taken in order to promote the products of the organization. Online shopping has increased by a nowadays (Yeung and Ang 2016). As a result, people look to go to the web to buy clothes. Thus, proper usages of social media can even double the sales rate.
Along with the above strategies, the Bossini retailer uses positioning by price and quality (Yao et al. 2017). The consumers expect a lot from the retailers such as low price, the purchased apparels to be good in quality. This way it becomes important for the retailers to meet the requirements of its daily various customers. The store sorts its price and according to the customers need and subsequently chooses to deal with the clothes that meet the satisfaction of the customers. As stated earlier, it gives a variety of options to the customers to purchase with superior quality. It allows a number of brands to offer its potential customers. Brands are categorized according to different age groups, gender and cultural needs (Nieves-Rodriguez et al. 2017). It also offers seasonal clothing such as winter collection, summer collection, spring collection with various color options and exciting benefits and offers.
Apart from framing strategies, implementing them in order to achieve certain goals is important. For a retailer its goal can be to create a retail brand image in the customer’s mind that can distinguish it from its competitors. This will also help the customers to recognize and position out differently when thinking of apparel shopping. The retail brand is not easy to acquire as there are many number of retailers approaching towards the same goal. Still the Bossini retailer store is recognized and operating successfully with the above strategies. The store had implemented the strategies effectively and efficiently with the help of its workforce.
It can be concluded, that the Bossini retailing shop is well operating in the clothing industry in Singapore. The Bossini has its strength as by providing varieties of clothes and for every age group and different market targets. From the above strategies, it is clear that a proper formation and implementation of strategies are necessary to acquire the market and make position and create identity in against other of its competitors.
In order to create a distinguished image of the clothing retailer, a good branding positioning is required. The company utilizes its green marketing factor as its strength in order to grab attention of the customers who are willing more habitual to use and buy sustainable products. Accordingly a perfect website is required to give the customers needed I formation and manipulate their purchase decision. The Bossini knows and gives much important to its loyal customers by mailing them and keeping them update with the discounts and offers. The store has a variety to offer and keep the customers attention towards it by applying these strategies and confronting its competitors and maintaining its proper place in the market.
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