The negatives are; No Sweat has to make sure that all products maintain the same quality so customers can gain a trust with the business in general and to become loyal and rely on a certain brand or product they had before. Theres no guarantee the customer will come back as some customers may just come in for one product or just be visiting the area therfore it can be seen as a negative as its wasting time. It can be expensive building a relationship with a customer as they order in specific products which are more expensive than if they bought them in bulk also from offering a 10% of discount to regular customers it means the business looses 20% of their profit. It also takes time to build a relationship with a customer.
No Sweat uses branding to build up their corporate brand ‘No Sweat Outdoors LTD’ to try and be a customers first choice over similar businesses and they are loyal to no sweat. They create their brand from designing a bold logo and printing their companys name on carrier bags, from putting their logo on receipts and by having a business card with their memorable logo. From doing all this their business is becoming recognised more and more and in time people will always put the name no sweat and a black and white logo of a mountain together. They build their brands reputation from being a ethical business and being friendly and helpful to all customers who shop in No Sweat. They also have their product brands, they hold certain product brands as those brands have their own reputation No Sweat will hold brands which have a good reputation of being popular and are good quality because their products brands will reflect their corporate brand reputation.
No Sweat uses branding as a marketing technique as they want to become well known to the local public for providing good product brands and to gain recognition of their own corporate brand.
There are positives and negitives for No Sweat using branding for a marketing technique.
The positives are; for creating a bold recognisable brand logo the company is getting well known in their market which is selling quality outdoor products and has gained a good reputation for delivering a high quality of customer service. From No Sweat holding quality popular product brands they have adapted premium pricing. Their product brand business will also promote their products therfore No sweat does not have to go to great expenses of trying to create a desire to have these goods and some brands such as ‘The North Face and ‘Joules’ sell well by themselves.
The negatives are that it costed No Sweat to create their logo and designing their business cards, carrier bags, however it isnt that costly for their reciepts as they use heat rather than ink. From No Sweat having good quality products as premium prices it puts off some customers and turns them away which is a negative as its limiting customers on purchasing certain products.
No Sweat uses target marketing to target the customer they want to buy their products by using their promotional tactics;price, product, place and promotion. No Sweat Outdoors deals with a wide age range. As they support kids from local school ski trips they promote their business to the schools by offering discounts and visiting schools to give them a guildline on what they need. Older generation and families also shop in No Sweat, therefore No Sweat promote their business to these people through organisations such as ramblers by offering discounts to members and also have a advert in their magazines. The majority of their customers who buys their products are in socio economic group B as their prices are premium as their products are made to a high quality and are long lasting. However no sweat offer a choice of prices over a range of products as they don’t want to limit the type of customers by their prices. No Sweat are located in Barnstaple high street which is their local town they don’t target a specific place where they want their customers to come from but they do support their local community to build a good reputation they do this by supporting North Devon Hospice by providing a gift voucher to raffle winners and various other donations. Lastly their products are targeted to those who have a active lifestlye from ski-ing to walking/running. Therfore they stock products which their customers will need and want to suit their sport. Such as they will stock a range of walking boots for what their customers prefer – a high cut boot or a low cut boot etc.
No Sweat Outdoors use target marketing as a marketing technique so they can make sure they are providing the right price to suit their target customer, providing products their target customer will want and need, promote their products to those who will be interested, and they are located in a suitable place. from having a specific clientell No Sweat can make sure that they are using the 4’ps efficiently to target that customer.
There are positives and negatives for No Sweat using target marketing.
The positives are; No Sweat will know who they are reaching out to and know what to provide them with as they will know what they want. From No Sweat targeting a specific market well their business will succeed as No Sweat will know what products to provide at what price etc to meet their clientells needs and wants to make them happy and for them to become loyal to No Sweat. From targeting their market they will efficiently use their resources for example if they are targeting active sport members if they were going to give out flyers or put up posters they wouldn’t give them to people at mcdonalds they might put them up at a rock climbing centre or a athletics club changing room.
The negatives are; if No Sweat do not identify their right market correctly they will not succeed. As they will be promoting their goods in the wrong way in the wrong place and reaching out to the wrong people therfore their products won’t sell aswell as they wont be meeting and pleasing a specific market with the products and prices across the store specific customers would like.
Market research and target marketing in ways link together as No Sweat research what their target market want and No Sweat will try and offer this to meet their needs and wants. They find out what their customers think of and want from their products from asking what they thought of a certain product if its positive feedback and it is popular they will carry on selling the same product. However if No Sweat got negative feedback and they wernt able to sell it they would ask questions to see why the garment didn’t meet the satisfaction the customer anticipated and they would reseach products which would perform better to supply instead. If a customer wanted a product that No Sweat did not stock but could get hold of they would order in the specific product the customer wanted when they can with exceptions of stock levels from the distibutor or if they actually manufacture the product.
No Sweat also research their competitors prices and what products they sell and find out if products are selling well etc. From No Sweat finding out these questions they will get an idea of what prices a customer is willing to pay in another shop so they can make sure they are pricing their products at a appropriate price depending what their product is and consider the difference in quality and the difference in their customers, for example customers may prefer premium pricing than economy pricing if they believe the more you pay the better quality you get.
There are negatives and positives for integrating market research and target marketing:
The positives; by clearly researching what their target market want and need successfully No Sweat Outdoors have used their resources efficiantly and have managed to reach out and please a specific market to create a demand for their products.
The negatives; if No Sweat did not successfully research their market they couldve missed out important aspects and because of that they may have made a wrong decision when deciding where to promote or what pricing strategy they should aim for. If they did make wrong decisions to suit their target market they could not suit or please a specific market and therfore theyre would not be a demand for their products and they would not be able to sell their products on a large scale to make a profit.
