In view of Denizen’s goal to compete in
the Brand Relevance rather than the
Brand Preference segment of the jeans industry, we have proposed a 3 pronged
approach to help propel Denizen forward. The 3 areas are in integrating
marketing communications, adopting a product strategy and enhancing the overall
retail experience.
These approaches are aimed to increase
the brand awareness and enhance the brand image of Denizen. Through product design and
improving the retail experience, Denizen will be able to perform better in Feelings and Judgement in the CBBE Model. Consistency in all the marketing programs will help to reinforce
the brand and the messages communicated to the target market. Through constant evaluation, Denizen will be able to position
themselves competitively in Singapore in the long run.
With all the recommendations in place, we hope
that if Denizen ever head down the path of diminishing brand value, it will be
able to rely on its feedback channel to identify changing consumer trends and
their flexible product innovation and interactive, customer-centric retail teams to react quickly to the
ever-changing competitive landscape.
No comments:
Post a Comment