Why quality will always trump competition
SEE ALSO :How diverse should company boards be?The people who are engaged in the process invariably remain as the brand ambassadors. Quality in the minds of people, quality oriented processes and investment to manage consistency are fundamental factors. The consumers are choosy. In a technology-driven world, people are exposed to all possible information, which sometimes, challenges the brand owners to be on their feet all the time to communicate with consumers that they are ahead of the pack and keeping pace with the trend. New generation consumers are tech savvy and health conscious. Despite having the best product, if one fails to connect with this segment appropriately, it will be a challenge in the long run.
SEE ALSO :Kenya gender parity still a pipe dreamBesides the actual product, the packaging is critical. Research shows that “packaging sells” an attractive, robust and sensible packaging naturally attract consumers to look at, touch, take it and read the contents. If the price and activity to promote the product makes sense at that time, some will certainly buy and try. Packaging sells Once someone tastes the product, the job is done. It will entice the customers to do repeat purchase. This means, even the best product needs the best packaging to sell. Connecting a product to consumers happen through sampling at the outlets. Some give out as an additional product as sample to try. But the most effective method is sampling. Time, presentation and communication are paramount to getting consumers to try your product. Until majority of consumers settle with the brand, the manufacturers continue to entice consumers with various offers and activations. Quality lasts!!- We are used to many brands which are decades old because of the TRUST element with the brand. Sustainable growth and profitability can only be ensured with well packaged consistent quality products. Awareness creation, availability through effective distribution, consistent quality, affordable price - value for money and activations will make any product to succeed. In the ever growing market in Africa, if all the local manufacturers manage this process well, the consumers will prefer our products as against the imports. Mr Ramamurthy, is the CEO at Bidco Africa. [email protected]
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