Do You Want to Maintain and Increase Your Brand Equity?

November 2009

How you market your brand has an influence on the way it is perceived in the market and one definite approach of ensuring your brand maintains shelf space in today’s harsh economic climate is by means of the correct distribution channels. The value of market-precise product distribution cannot be underestimated.

The nature and size of the desired market will have a direct impact on the fundamentals required to communicate the brand message. The Bottom of Pyramid (BOP) market, generally speaking, is more multifaceted than the main stream market due to the variety of store dynamics. Therefore a strategic approach is required to ensure products are distributed to the correct outlets.

Face 2 Face has access to over 11 000 Bottom of Pyramid trading outlets. Through the use of a Location Intelligence tool Map Info, Face 2 Face strategically focus on the more influential and lucrative stores, taking into account area dynamics, population, race, gender and other relevant census data. Through a combination of these factors, the best performing stores are identified and consequently the brand promise is communicated effectively to the desired target market.

Primedia Face 2 Face boasts an impressive 28 years experience in the Bottom of the Pyramid market place and the distribution service encompasses an extensive national network of distribution vans that target your typical township stores (self-service, counter service, spaza) and superette stores in rural, peri-urban and urban areas. Due to this broad experience within this market segment, Primedia Face 2 Face have the strongest of relationships with the traders and the ability to influence purchasing decisions because they have relationships which have been built on trust over the years.

Lance Coertzen, Sales and Marketing Executive of Primedia Face 2 Face, has this to add, “Our distribution channels will provide you with added value, in respect of competitor information and pricing guidelines. The benefits of using Face 2 Face’s distribution network is that due to the trader/representative relationship, product USP’s or competition/special offers can be communicated to the trader, who will in turn pass the information onto the consumer. The aforementioned points are just a few of the positive advantages that will serve to further entrench your brand within these communities”.