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Pick a local brand( from your city,region or country) that has been very successful competing against bigger global brands in its product category.
(1) Explore and determine if the local brand you picked has a well-defined and executed brand strategy?
(2)Explore and determine if the local brand strategy that’s enabled it to achieve this success?
Expert Answer
SOLUTION-pick-a-local-brand-from-your-cityregion-or-country-that
Pick a local brand (from your city, region, or country) that has been very successful competing against bigger global brands in its product category
- Explore and determine if the local brand you picked has a well-defined and executed brand strategy?
- What are the elements of the local brand strategy that enabled it to achieve this success?
The local brand picked for this assignment is Express Pizza; this restaurant has been strategically located in the city center since the year 2008, it started off as a family-owned restaurant when Lina and her son were unable to find a decent slice of pizza, Express pizza prides itself in being one of the few restaurants during that time in serving Italian cuisine, sandwiches, Italian meals, drinks, and of course pizza.
In recent years, the city has seen an influx of international brands mainly targeting the food sector, we’ve witnessed the arrival of KFC, Popeye’s, Dominos and of course Pizza Hut, opening chains across the country.
The local establishment has built a strong brand over the years through its excellent pizzas and fast and friendly service, this in turn, has allowed Express pizzas brand to create awareness among its customers, through its message “ to continue our purpose of serving high-quality food that is made with love and passion” and be seen as a clean establishment, providing high-quality products, being trustworthy from meeting the local staff, reliable, has value, and better flexibility in pricing and meeting its customers needs Schuiling, I., & Kapferer, J.-N. (2004).
In order for this local brand to survive among the food giants that had penetrated the market, Express pizza had to satisfy the growing needs of its existing customers, finding new ways to increase customer retention, and decrease attrition, as well as gain new consumers; therefore, it started offering free delivery service, coupons, catering, opening another pizza place in a different city, etc.
Express pizza has since its inception, targeted its brand towards millennials, by being affordable, offering delicious high-quality food, accessible, excellent customer service and striving to cater to local needs.
While being a small local pizzeria; Express pizza must look to the future to satisfy customer needs and must study the market to realize if there is a change in local tastes and adjust its strategy to accommodate those needs.
Express pizza should implement loyalty programs targeted towards a small percentage of repeat customers who provide the pizzeria with revenue potential.
Attend annual food fairs, also using technology such as mobile apps and creating campaigns, and engage customers more online through utilizing the power of social media to reach out to potential customers, to provide convenience for pizza deliveries, as well as to collect feedback and respond to customers in real-time.
References
Schuiling, I., & Kapferer, J.-N. (2004). Executive Insights: Real differences between local and international brands: Strategic Implications for international marketers. Journal of International Marketing, 12(4), 97–112. doi: 10.1509/jimk.12.4.97.53217
Hennessey, J. (2019, February 21). 7 Steps to Create Your Local Branding Strategy to Get More Traffic. Retrieved from https://www.searchenginejournal.com/local-branding-strategy/293907/#close.
APPROACH 2
Pick a local brand (from your city, region, or country) that has been very successful competing against bigger global brands in its product category
Big companies and industries with a big reputation are ruling our market through its branded products with bigger marketing and strategies. A company like, McDonald, Subway, KFC, Burger King has been in the market for a while and doing big business. In the city of Philadelphia, Dumpling Haven is one of the family-owned restaurants which is doing far beyond the branded fast food restaurant. They are kind of fast food restaurant and specialized in dumplings. They have shared unique taste from food, quality costumer, and delivery service make them outstanding in the business. In order to satisfy their customer, they serve everything fresh and if the customer wants, they can customize their recipe as per customer taste. They understand what customer want therefore; they make everything fresh. Dumplings are available in the various different recipe and also include vegetarian and vegan recipes. They are controlling 66% of dumpling market in the city. Since they are focused on quality and satisfaction, they have earned large costumer and are ready to open two more outlets in a different part of the city.
Explore and determine if the local brand you picked has a well-defined and executed the brand strategy?
As many big brands are mostly focused on the marketing of their brand for greater sale, Dumpling Haven is also following a similar brand strategy. This is some of the brand strategies they have come up with (Council, F. C. (2016, August 31).
1) Clear about restaurant brand identity: they know what they are producing by maintaining its quality. They also know their target audience and come up with effective brand strategies
2) Restaurant own website: they have produced their own website where customer can find their menu, location, the hour of operations, services, pictures of foods, and customer review and rating.
3) Social media page: they have created Facebook page, tweeter, and Instagram page where their customer can easily excess their new recipes and can see the food they will be eating. For this, they have a haired professional photographer to take pictures of their food so they can show their customer quality of food they share.
4) Partner with delivery service: they have partnered with Order Up for their delivery service so people will be able to order their food without leaving their home.
5) Yelp page: Yelp page is getting popular today, so Dumpling Heaven has marketed its business through Yelp page.
6) Customer satisfaction and loyalty program: they have done the number of surveys through online and through the in-house program. The customer was able to provide honest feedback to their service so they can continuously improve their service.
What are the elements of the local brand strategy that enabled it to achieve this success?
Trust is one of the most important currency in the 21st century (Joachimsthaler, D. A. (2014, August 01). Dumpling Haven is focused on customer satisfaction and trust through its quality and wonderful service. They also focused on the authenticity of their product so people can taste the original taste of the food where it is originated. They also understand their customer emotion for their product and service. Similarly, they are also working towards giving back to the community so they continuously win the trust of their customers and achieve success in the business world.
References:
Kotler, P., & Keller, K. (2012). Marketing Management (14th ed.). Upper Saddle River, New Jersey: Pearson Education.
Council, F. C. (2016, August 31). 13 Key Strategies for Building A Successful Brand in Today’s Economy. Retrieved from https://www.forbes.com/sites/forbescoachescouncil/2016/08/31/13-key-ways-of-building-a-successful-brand-in-todays-economy/#4009d2e61e55
Joachimsthaler, D. A. (2014, August 01). The Lure of Global Branding. Retrieved from https://hbr.org/1999/11/the-lure-of-global-branding
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