Branding Strategy
The brand name for the company will be “Texas Vegetable Trans-Mobile Stand”. This name has been chosen to encompass the geographical area where the business will operate and the services it will provide. The business will operate within the Northern Texas and the surrounding regions which can easily be accessed. The services will be to provide door to door delivery of vegetable products; hence by using the brand “Texas Vegetable Trans-Mobile Stand”, the prospective customer will be able to predict the products provided by the company and the geographical area within which it will operate (Keller, Parameswaran, & Jacob, 2011). The logo of the product will include a model of a woman dressed in chef clothes and holding vegetables with both the hands. This will attract the customer because they will associate the logo with the actual products delivered (Ashworth, & Kavaratzis, 2009).
Just below the logo will be our slogan. The slogan of the business will read “Vegetable at your doorstep”. From the slogan, the prospective customers will know the products the company will deal on as well as knowing the fact that there will be a door-to-door delivery of the products. This will motivate our prospective customer to contact us in the contact detail that we will provide just below the slogan. We can also use brand extension strategy by associating our business with “Vergesless Produce”. Vergesless Produce is a company located in Texas which also deals in the supply of vegetable product. With the reputation and good-will it has developed, it will be instrumental in boosting our marketing strategies.
Marketing Strategy
The company’s marketing strategy is driven by their ability to fulfil consumer needs. By anticipating and reacting to the needs faster and better than our competitors, we will be able to provide a greater overall value for the consumer. The company’s marketing strategies are fulfilled with the Four Ps; Product, Price, Promotion and Place (Peter, Olson, & Grunert, 2009). Once marketers understand their target market behavior, they can use that knowledge to develop a more effective strategy using the Four Ps (Knight, 2000). By having the vegetable products and making them available for our consumer, the product will come into play. Our products will include both the vegetables and other ingredients which are instrumental in the preparation of vegetable products. Through the availability of the ingredients, the consumers will be able to prefer our products because we will be able to provide them with all the necessary ingredients in preparing vegetables.
The price will be set to take care of the quality perception by the consumers, while staying within the forces of demand and supply. The prices will not be too high because this will drive the consumers away, as they have other alternatives. The price will also not be too law. This is because, through the study of costumer behavior, we have realized that costumers associate very low prices with very low quality (Peter, Olson, & Grunert, 2009). The price will therefore be set in a way that does not interfere with the consumer quality perception, and stays within the equilibrium of demand and supply.
Positioning Statement
Everybody is a consumer of vegetables and groceries. This means that anybody that provides vegetable product will be able to find customers. What matters whether one finds more customers than the other are the efficiency in product delivery, reliability on product quality and the price of the product (Tybout, & Sternthal, 2005). Unlike other vegetable and grocery shops Texas Vegetable Trans-Mobile Stand will be able to provide the consumes simply by a dial of a button. Our products will be posted online and the prospective consumers will be able to shop them online. By clicking “shop” and entering contact information, the consumers will be able to get the products at their door-step within approximately three hours, depending on the accessibility of the consumer’s residential area. Our vegetable products will be fresh and of high quality that will make the consumers to order for more. The prices will be considerably lower which will compete against other vegetable venders. Our company will also offer warranty services where the consumers can return the products in case the quality is not as the expected standards. The chart below represents our perceptual map.
CHEAP
EFFICIENCY LESS EFFICIENT
EXPENSIVE
The aim of a perceptual map is to picture a competitive battle field between the business and its competitors (Kuo, Akbaria, & Subroto, 2012). Texas Vegetable Trans-Mobile Stand strikes a balance between efficiency and price. It will compete favorably against Sunrise produce because, even though Sunrise Produce has got efficient services, the products are expensive. When our business is compared to Gracia Fresh Vegetables, we still have a competitive advantage because the products of Gracia Fresh Vegetable are both expensive and less efficient to acquire. The same way, Santis Produce is cheap but less efficient. It is only the Triple H Produce that will give the business a stiff competition because it is both efficient and the products are cheap. The business will therefore look for other competitive strategies to outsmart Triple H Produce.
Mission Statement
Texas Vegetable Trans-Mobile Stand supplies the residents of Texas with fresh vegetable products at their convenient location. We select the best quality vegetable that will go along with the various tastes of the Texan community. The vegetables are fresh and are well preserved under hygienic conditions. The consumers can easily order for the products through going to our website and “shopping” the products of their choice. Delivery is done within the next three hour or so depending on the accessibility of the area.
Company Introduction
Texas Vegetable Trans-Mobile Stand is a single business entity which will focus on providing the local consumers with fresh vegetable products. The business will be located in Northern Texas and will service the consumers within the region and the neighboring regions. The business will be carried online where the consumers will order for their products through a phone call or an online shopping link. The consumer will then agree on where the products will be delivered to them. The business will come up with delivery system which will allow it to deliver the products from door to door.
References
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
Ashworth, G., & Kavaratzis, M. (2009). Beyond the logo: Brand management for cities. Journal of Brand Management, 16(8), 520-531.
Peter, J. P., Olson, J. C., & Grunert, K. G. (2009). Consumer behavior and marketing strategy (pp. 122-123). London: McGraw-Hill.
Tybout, A. M., & Sternthal, B. (2005). Brand positioning. Kellogg on branding, 11-26.
Kuo, R. J., Akbaria, K., & Subroto, B. (2012). Application of particle swarm optimization and perceptual map to tourist market segmentation. Expert Systems with Applications, 39(10), 8726-8735.
Knight, G. (2000). Entrepreneurship and marketing strategy: The SME under globalization. Journal of International Marketing, 8(2), 12-32.
