9. ‘The’ becomes even more
important in a crowded
market, imagine each of
these stalls selling similar
products, what makes
someone perceive your stall
as better than the rest.
11. • Six different sales people
• Five different areas
– Surrey, Kent, Sussex, London, Essex
• 27 different independent customers
– From a burger van to a banqueting hall
• Interview – recorded conversations
• Surveyed each customer
• Full results from the survey can be found in your snack pack
We ask…
14. Exercise
Ask yourselves, if kff were a supermarket
which would it be?
If kff were a make of car which would it be?
Strong brand perception is
what ever follows ‘The’
15. 1st
8 Votes
Joint 2nd
3 Votes
Joint 2nd
3 Votes
1st
8 Votes
Joint
2nd
3
Votes
Joint
3rd
1 Vote
If kff was a make of car or a supermarket,
which would we be?
17. The most personable
foodservice choice
Definition of the word “personable”;
pleasing personality, attractive, amicable
We have found our ‘The’Thanks for listening
Notas del editor
Good morning everyone
The purpose of my presentation today is to prove the importance of the word ‘The’ and why our business needs one.
On its own the word ‘The’ is boring and meaningless
But consider these three of the greatest Uk bands without the word ‘The’
Without ‘The’ the who would need a question mark
Who?
Or these newspaper brands
The word ‘The’ also plays a subconscious part in our feelings towards brands
Consider the associations you may have with the brands here:
Rolex: At one time Rolex was considered the most luxurious watch, now other models competing for this title.
Duracell Battery; The longest lasting battery, original Duracell advert was toy cars having a battle, before they moved on to the Duracell bunny which is now so strong that people use that saying when someone is showing endurance
MTV: The coolest TV channel for a young audience
The word ‘The’ also plays a subconscious part in our feelings towards brands
Consider the associations you may have with the brands here:
Rolex: At one time Rolex was considered the most luxurious watch, now other models competing for this title.
Duracell Battery; The longest lasting battery, original Duracell advert was toy cars having a battle, before they moved on to the Duracell bunny which is now so strong that people use that saying when someone is showing endurance
MTV: The coolest TV channel for a young audience
‘The’ becomes even more important in a crowded market, imagine each of these stalls selling similar products, what makes someone perceive your stall as better than the rest
It’s the perception people have of your business
Can be your competitive advantage or your disadvantage
People will make an opinion whether or not you want them not
The question is how do we influence it and how do we protect it
‘The’ becomes even more important in a crowded market, imagine each of these stalls selling similar products, what makes someone perceive your stall as better than the rest
It’s the perception people have of your business
Can be your competitive advantage or your disadvantage
People will make an opinion whether or not you want them not
The question is how do we influence it and how do we protect it
How the customer judges a supplier
One customer was disgruntled about the poor service from our sales rep but “The driver is the reason we have stuck with kff”
Strong in these areas, along as we have consistency
Front of house (remain at this level), don’t want to lose it
Talk about the people who have build this reputation, how they do each day? The driver gets up at 4am each day, drives around the same route each day, driving through traffic, keeps that smile on his face for the customer.
Drivers who have been with us the longest, why do they choose to stay?
Our number one perception is “Personable, friendly, a nice company to work you”
Some of the negatives about our competitors might suggest we are doing this better than competitors
Second was our range and quality, this is a perception we probably share with our competitions
Some market we choose to ‘dip’ into, if you were a camera enthusiast then you would spend time deciding which brand is better for you, they all have pros and cons, whereas others market we have no option but to experience in everyday life
One of the questions we ask in our survey was to compare our values with one of two everyday brand encounters
For a second ask yourselves the following
People associate both markets which different values/images
Sainsbury’s was our most popular supermarket
Association with quality
Higher priced than other supermarkets but not as expensive as Waitrose
Ford was our most popular car
Reliable
Safe – are we happy with this?
Family
Another question on the survey was this brand perception scale
A really strong brand with ‘the’s would have a clear pattern, marks either end of the scale
Middle – people are unsure
Customer saying “I don’t want you to be fun, my business is serious”
Personable; clear pattern, only one saying we are corporate
People think we are bigger than we thought or they don’t know
Don’t think we are just a follower
Don’t want to become too big or complacent, independents are our customer base
Might not want “Personable” to big our ‘The’ idea, if we want to seem something else then we need to work to do this.
What does it mean to be the no.1 personable supplier? Not friendly, The Friendliest
The purpose of this presentation was to prove the importance of ‘The’ and find out what ours is
Now that we have found it, is it the right one? If so how do we capitalize on it and protect it
