Franchising and Licensing – Which Do You Prefer?
Franchising offers the system of proven strategies and action. Licensing is brand associated with their emotional experience. Licensing allow you to design and develop products in line with the brand’s mission.
Take an example, say you have a brand call “Caterpillar”. Your potential partner for licensing is to extend your brand for fashion and baby products. What image you would like to create for your brand. Obviously you do not wish to dilute your brand.
You set the guideline that for licensing of your brand in producing baby products, limited to clothing, toys, accessories but not diapers. Why not diapers, you may ask. You want to relate your brand to things that bring sweet memories. You would like to relate well to children when they grow older. Photos taken of these children remind you of your brand. Read More
Marketing and Sales Integrated – Customers Loyalty
Marketing is a science while sales is an art. When marketing and sales aligned and integrated, the end result would be customers satisfied and turned them into loyal customers.
Who is contacting the customers? You would surely announce the front line staff, the deliveryman and the receptionist. We all acknowledge that sales is completed only the customers prepared to part his money and buy the good and services he desired. But marketing highlighted that your desire will change over a period of time.
When you are single, you may have more money to spend on personal products and enjoy weekends outing. Marketing and sales would define your needs and would like to have you being the target clientele. Read More
Human Resource – Strategic Communication For Internal
Human Resource has a key role for internal communication. This internal communication for staff is Employees Communication. Employees Communication comes in many forms. You can have intranet whereby your employees would read current or past news.
Human Resource would create e-newsletter for employees. This can be done only when all employees has an email accounts and password to go to intranet. Training would need to be arranged for mature staff that has no knowledge about internet.
Human Resource would need to map out the various channel for dissemination of information for changes, happenings or participation of programs.
Mode and channels available would be monthly meeting with CEO (face to face), special message from CEO; e-newsletters (monthly or bi-monthly) as email to individual, e-news display over LCD panel, annual reports if applicable.
Human Resource would identify what to be covered in each media. Why you want to arrange monthly meeting with CEO. You need to establish the objectives of this mode of communication. Without this communication platform what is the consequence. Human Resource may even arrange to video tape the session and subsequent broadcast in the intranet or over LCD display for a week.
Likewise for newsletter, you would want to state the mission of this newsletter. Human Resource may choose for printing or e-newsletter or both. The benefits of using e-newsletter would be speed and costing, not mentioning of saving the wood.
What shall be cover in each platform, Human Resource would then deliberate and review its appropriate over one year to stay relevant.
- Message from the Boss
- Performance of the department or the company
- Recognition of employees and highlights of event
- Coming activities such as ISO QMS certification, fire drill and employees outing
- Quiz on company’s happening or safety or quality (to reinforce the importance)
Employees Communication is part of Employees relations. Generally, the management – Operations or Finance including Human Resources would put up changes of policies, procedures, or financial status, operation results on the notice board. After a period of time, these notices would fade off. Through newsletters, such notices would be retained and easy to retrieve as they are of significant.
Employees communications play an important part in the prospect of Human Resource.
© Copyright 2008 KnowledgeMediaNetworks, LLC.
Franchising – Do You Consider Franchising As Business Partnering?
Franchising is about transferring functions from Franchisor to Franchisee. Franchisor owns the brand name and operation manual, responsible for marketing. Franchisee owns the business, using the franchisor’s brand, to run the business. Franchisee is responsible for the finance, cash flow, staffing and the inventories.
Franchisor and Franchisee may be jointly responsible to look for location. The Franchisor may take up the lease and sublet to franchisee.
From the above relationship, do you consider the franchising as a partner or consortium?
When you consider the franchising as partner, your expectation would be different. As a partner, you would want the franchisor to support you for all changes or adjustment to the local market conditions.
As partnering relationship, you may have an understanding and an open communication between the franchisor and you. Beside yourself, you may appoint your assistant to follow-up. Likewise you may request a list of persons for contact and their area of expertise.
From the communication, you would able to know how committed we are.
What would the scenario be if you do not consider franchising as a partnership? Franchisor may take the opportunity to request for high initial fee. Subsequently they may not be able to offer the support you requested. Franchisor also afraid of you not adhering to their operations guides and dilutes their brand.
Do you think that you are having a win-win situation?
Getting the right start is important to the success of franchising.
Managing the expectation of franchisor is important. More important would be your expectation in franchising.
© Copyright 2008 KnowledgeMediaNetworks, LLC.
Marketing - Can We Do It As The Blog Way? (3 of 10)
Marketing penetrates into the internet era too. We terms it as blog marketing. Blog marketing is coined as sharing information about products and services from the consumers point of view.
Sharing information could be pleasant experience in using the product or encounter excellent service in certain centres. Similarly, consumers also share their unpleasant experience or disagreement of some comments posted by the bloggers.
Blog marketing captures the essence of consumers’ opinion and views. Taking into the views expressed over the blog, the business owner can make decision in its products and services. He then invites bloggers to try the improved version. This is especially so when you develop a new software and want others to try out and feedback. Blog marketing becomes handy for this group of software developers. Read More