PROMOTION STRATEGY OF SMEs

Promotion Strategy of SMEs

Promotion Strategy of SMEs

Introduction

The world of branding is clearly dominated by SMEDA IN Pakistan, with whom we share activities ranging from cleaning teeth to what we drink at parties. What is less clear is where small to medium-sized enterprises (SMEDA) fit into this world of branding. Superficially, SMEDA do not seem to carry much force in brand presence. SMEDA lack the financial resources and “share of voice” to have much of an impact, suggesting a limited role of branding for them. However the apparent lack of literature on SME branding leaves us agnostic as to where brands fit into SME marketing strategy. It is the aim of this paper to remedy this lack of research.

Problem

The main objective of this paper is to understand the role of branding in SME firms. The literature on traditional brand management and strategic brand management will first be reviewed. The research methodology to justify the use of the case study method is then presented, followed by an overview of the way branding is perceived in the cases under review. The development of the model from the in-depth personal interviews will then be established. Finally, research and managerial implications will be considered in detail.

Rationale

The brand concept is a contemporary issue in marketing. Academics have been trying to rationalise an effective and efficient brand management system, which includes topics such as brand perceptions, brand loyalty, brand knowledge, brand differentiation, brand equity, brand awareness, brand proliferation and brand image (Lidqvlst 2007 54-88).

Research Question

This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEDA).

Literature review

Both literatures on SME marketing and brand management are rooted in marketing concepts in general. The following sections will go through the relevant literature on those two disciplines to highlight research gaps in the literatures.

SME marketing

The discipline of SMEDA is broadly based in management, marketing, and entrepreneurship (Carson et al., 1995). While it has been argued that SMEDA pose unique features which are different to traditional marketing in large firms, several authors suggest integration of strategic management and marketing in the SMEDA. Marketing can be viewed as an integral part of SME activities. SME SMEDA nature is fundamentally intrinsic to and compatible with marketing philosophies. Consequently, it is possible to amalgamate marketing and SME activities. For example, (Brown Bowen & Swartz 2002 25-96) uses different marketing models to evaluate the performance of small firms. Zeithaml Berry & Parasuraman (2008 35-48) presents a cognitive view of brands in terms of what consumers know about the brand and the implications for marketing strategy.

Four Key Constructs In Brand Strategy

The following literature review concentrates on the four constructs in brand strategy; namely, brand orientation, brand barriers, brand distinctiveness and brand-marketing performance.

By using brands as a starting point in the formulation of firm strategy, brand orientation can be created as a precondition, with well-established brands able to enhance the ability of firms to compete, as well as generating growth and profitability (Gronroos 2002 ...