Brand Strategy of Enalio

Question: Discuss about the Brand Strategy of Enalio. Answer: Product Strategy It is the first time that the company is entering the UK market. Therefore, the product is one of the most important elements of the entire marketing mix. Enalio has been able to develop the brand recognition through product differentiation. It is recommended that the company must continue to focus on its product differentiation. It would help the company to generate a niche in the UK market. The product differentiation strategy would also help the company to fight the existing competition in the market. It is important to mention that the UK market can be tough market. There are number of domestic and international players that operate in the market (Weathers, 2013). Enalio would have to tackle the strategies of both local and international brands. It could be done with a strong focus on product differentiation. The company has been able to launch the customize t-shirts that are appreciated in the market. The product differentiation strategy would help the company to develop a PULL marketing strategy. With this, PULL marketing strategy, the company would be able to create a buzzword in UK market. It would help the company to attract UK customers. It is recommended that the product of the company should be highly durable in nature. The quality of the t-shirts should not deteriorate after the first wash. The end customers should be able to get the value of their money. The customers in UK market would be ready to switch to Enalio only when they get the value for their money. Pricing Strategy It would correct to say that the pricing strategy would be the ley for Enalio to operate and expand in the UK market. There are various ways or methods to follow the pricing strategy. The companies can use the cost plus pricing strategy, market pricing strategy or price skimming. It is recommended that Enalio should be a price taker in the market. With this marketing strategy, Enalio would accept the existing market pricing. The UK market is a highly competitive market and there are lots of companies in the same business (Ewing, 2012). The established businesses in the market already have a set of loyal customer base. The customers of existing businesses would not switch to Enalio unless and until they get a good reason to switch. Therefore, in any condition, Enalio should not the price its products at a higher price. In fact, in the initial period, it would be good if Enalio can provide some discounts on its products. In the first two years, the objective of the company is to increase market penetration. The pricing strategy is the powerful tool to increase the market penetration. Moreover, the pricing strategy is the best way to increase the share of customer wallet. It is recommended that the prices of Enalio should be less than or equal to the prices of competitors and at the same time, the company should explore the option of discount pricing. Distribution Strategy The distribution strategy would be a key for Enalio to reach out to customers. It is recommended that the company should use both traditional and contemporary distribution channel. The traditional distribution channel would include the sale on retail stores and the contemporary distribution channel would include the sale on online channel. This era is marked with e-commerce and Internet channels. Therefore, it would be correct to say that the focus of the company should be on e-commerce channels (Beer, 2012). It is recommended that Enalio should have tie-ups with established e-commerce players in the market. The company can tie up with e-bay and Amazon. It would help the brand to optimize its cost of operations and distribution (Aaker, 2013). Moreover, the e commerce channel is the fastest way to reach out to customers. In addition to the e-commerce channels, the company should also partnership with physical retailers in the UK market. The focus of the company should be to increase t he shelf life in the UK retailers. It would be correct to say that the distribution channel would be a key for Enalio to optimize its cost as it takes a lot of money to establish the distribution channel in a country. The company would use the Export-Import method to make its products available in the UK retail stores. References Aaker, D. (2013). Find the shared interest: A route to community activation and brand building.Journal of Brand Strategy,2(2), 134-145. De Beer, M. J. (2015).The role of design thinking in brand strategy(Doctoral dissertation, Cape Peninsula University of Technology). Holland, J., Weathers, J. (2013). Aligning a company's people strategy with its business strategy and brand strategy.Journal of Brand Strategy,2(3), 245-258. Matanda, T., Ewing, M. T. (2012). The process of global brand strategy development and regional implementation.International Journal of Research in Marketing,29(1), 5-12.