Running head: Branding, Pricing, and Distribution
Branding, Pricing, and Distribution
Professor Dotty Heady
February 14, 2013
Much of the research I found on branding mentioned the phrase, ‘think global, act local.’ The marketing and management articles introduce this phrase as an idea to help implement businesses treating their product and company as a very personal part of the community’s need. The brand becomes a global brand by adopting broader perspectives & overall managerial efficiency operates in complex multicultural environments. A brand’s strategy should be based on company goals. Having a clear and concise brand strategy leads to stronger overall ...view middle of the document...
(Iacobucci, 2012) Iacobucci explains that value pricing entails pricing low sometimes for good deals but can also be priced higher at times where customers are willing to pay more for what they value. However, “Higher prices result in higher customer expectations.” (p. 110) Meme offers more than just petroleum. Meme Food and Gas also provides a mouth-watering menu of specialty items ranging from sandwiches to gourmet drinks.
Convenience stores exist in great number and the major product is intensely found in many locations. Gas. The distribution function is vital to the economic well-being of society because it provides the goods and services desired by the consumer. Meme as a convenience store contributes to the product's value by getting it to the right place at the time the consumer wants to buy it and by transferring ownership. If we do not perform the distribution function effectively, we could fail. Of those that physically operate between the producer and the consumer, the distribution channel should be chosen wisely. The two main categories of marketing intermediaries are wholesalers and retailers. A wholesale distribution channel sells primarily to retailers and other wholesalers or industrial users. They do not sell significant amounts to ultimate consumers. Retailers in a distribution channel sell goods and services to individuals for their own use rather than for resale. Retailers are the marketing intermediaries that consumers are most familiar with. As a provider of petroleum, it would benefit to have an intermediary to facilitate the exchange process because they reduce the number of transactions needed between the producer and the consumer. Meme wouldn’t produce its own gas so we would have it delivered from a wholesaler. Other products in our convenience store would easily be handled from producer to customer. A direct channel from producer to consumer is used for most services but relatively few products. Our stores themselves could be considered retailers. We have a petroleum contract so we get our gas from one source and provide it to our customers directly. Some manufacturers set up retail outlets in order to maintain better control over their channels.
The main purpose of formulating a marketing strategy is to maximize the business performance of the convenience store chain. The main goals are to increase market share or the number of customers entering the stores, to increase the amount of money each customer spends in the store and to sell more profitable products. Meme, itself, is a source of high growth, compared to the somewhat stagnant performance of normal gas stations. However, a significant direct correlation was found between fuel sales and store sales. In reviewing sales, tobacco products proved to be a leading sales category and a primary motive for entering the stores, but it couldn’t navigate profits alone. The most lucrative products are coffee, made to order items and fresh pastry products. Managing...