Research Paper on Blue Ribbon Florist & Gift Singapore: Finding Multi-Channel Solutions

Introduction

The report is developed as a means to attempt to check into the limitations that have been witnessed in the recent past on the marketing of products by companies and manufacturers as well as retailers. Thus this paper seeks to discuss on the best means to position, reposition and also the best possible multi-channel mean for Blue Ribbon Florist and Gift Singapore.

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Background

Blue ribbon florist and gift Singapore is a retail business that deals with the sale and promotion of flowers. It is located along Tiong Bahru Road at Tiong Bahru Plaza as stated by Sozinova and Fokina (2015). Due to high demand for flowers on so many significant events such as during weddings and birth gifts, the company plays a vital role in the supply of the products on such important events. It specializes in both artificial and fresh flowers and other gift ideas such as teddy bears.

Positioning/Repositioning

Positioning is a great strategy to ensure that the product which a company or individual sells is identified with the consumer or the buyer. A well-established identification of the product not only helps increase the sale of the product but also builds the name of the company as it promotes the products. Nonetheless, Blue Ribbon Florist and Gift Singapore located strategically at Tiong Bahru mall fetch a large number of consumers who come intentionally for the related flower products available at the mall, perhaps, the company has for a significant amount of years now served a great deal in strengthening the growth of the company. Furthermore, having the small scale selling facility, the company is selling flowers that are unique to the rest of other sellers of the same product; the flowers are of high quality and lasts longer than the rest given the preservation measures put in place to ensure that the products serve the customers the best way.

Nevertheless, the customer service at the shop is outstanding, a great explanation of the different variety of flowers and suitability of a particular brand for a specific function or event.

According to Watson,Worm and Ganesan (2015), Tiong Bahru mall is known for creating a communal space for residents and shoppers to meet, the old neighborhood attracts both young and old which is a significant source of customers for the flowers. With a strategic position of the mall coupled with an enormous scope of shopping facilities, it offers consumers with an excellent opportunity for them to find different goods and services, as a result of this, a large number of potential consumers of the flowers.

Repositioning

Here, there is a noticeable decrease in the number of sale of products, it's a prudent idea to check into the cause of the setbacks and the possible way forward for the re-ignition to the status it enjoyed a while ago. Such repositioning strategies will lead to the growth of the business at the same time catching up with the market. As a flower firm that wants to grow shortly, Blue ribbon florist and gift Singapore should put in place strategies that will see it grow, meet the current market demands and at the same time be able to compete with its competitors. One of the mechanisms to realize this is to create consumer engagement.

Moreover, at any given time, consumers of products want to feel they are part of the product making and the product be able to meet the prevailing situation at the market. Due to this, the company needs to put measures in place to include the consumers in significant decisions of the product making by customizing it to meet their daily needs such. Such incidences include; making wedding brands that contain names of the individuals getting married. In accord to this, the couples will feel that they are part of the company and that the company cares for them. Besides, another most important thing the company can do to increase its sales is exercising the art of giving back to society. The world today expects businesses to embrace corporate social responsibility. Such acts build the image of a company not only to the consumers but also to non-consumers of the products which may lure other individuals to come for the products.

The flower company may exercise this by donating funds to health funds for the less privileged in the neighborhood, as such the community will greatly appreciate for the art of giving. This will not only build a name for the flower company but also increase the number of customers that will stream to the company due to the name which the flower farm has created for itself. Additionally, the company should be willing to invest on the changes that come to the market due to technological changes of market dynamics while at the same time being ready to overhaul or change marketing strategies for a product. Such will be able to reposition the company into a league of performing companies on the same field and being able to counter their competitors in a significant way.

Recommendations

First, there should be a complete upgrade to be effective; a brand must affirm every one of the pieces cooperates. This incorporates changes made and any parts that have continued as before; however, there are commonly not very many bits of the brand that continues as before. You are giving clients another vision and taking them in the interest of personal entertainment.

Secondly is investment whereby, an organization must be happy to put resources into the change. This includes arrangement and interest later on of the organization. On the off chance that the arranging isn't set up, the change won't be convincing.

Marketing changes - notwithstanding changing the look and feel of the organization; you should change the methodology. The objective is to reconnect with the present gathering of people and additionally contact another group of onlookers. Some portion of the cumulative update is to change how you reach the new crowd of people. For instance, you may need to reposition your advertising procedure from radio and TV to internet-based life if you need to achieve a more youthful age.

Multichannel

Multichannel marketing is the execution of a solitary methodology over different channels or stages, subsequently augmenting chances to interface with forthcoming customers. A channel may be email, a print advertisement, a retail store, a site, a limited time occasion, a versatile application, SMS informing, an item's package, or verbal. The objective of multichannel is to give buyers a decision and permit them to purchase when and where they need to.

According to Ayobami,Wallis and Karodia (2016), the current distribution of the flowers is not clearly defined. Perhaps, it is dependent on consumers who come to the shops after which the flowers are delivered to their doorsteps depending on the quantity of the flowers. Small scale buyers take it by themselves. The absence of other distribution centers for the product could be a contributing factor to the absentia of significance in distribution strategy.

In improving the distribution channel of the flower company, there is a need to implement the strategies below:

• In the product, the company needs to create a product that is universally accepted and is aligning with the needs of the people in the society.
• To increase its chances in the competitive market, the company needs to lower its products and services.
• In promotion, the company can use direct selling together with personal selling rather than relying on suppliers and distributors.
• In positioning, the company can position its products in social media could assist in advertising the details of the products and services.

Nonetheless, the company should also:

(i) Make it a priority. Give assets to channel the executives - ideally, in any event, one devoted supervisor whose sole duty is to deal with those connections and fabricate the showcasing projects to drive income through the channel.

(ii) Create estimations and track execution. Know who your best deals entertainers are at each point in the chain. By following requests, volume and fixed income at each end, you can distinguish and improve failing to meet expectations accomplices and keep your top entertainers glad.

(iii) Impart- construct connections at each progression of your channel. In case you are not conversing with your accomplices, how might you distinguish issues and illuminate them? Also, by what method will you know whether your projects are working and how to improve them?

(iv) Drive income through the channel- take responsibility for promoting efforts that will drive profit at all dimensions through the channel. Your accomplices need to concentrate client base individually, not showcasing only your item (recollect that you are by all account not the only arrangement they offer).

(v) Abstain from evaluating clashes. Build up an estimating technique and stick to it. On the off chance that channel strife emerges on account of value, endeavor to determine it ASAP.

(vi) Address any clashes quickly. Since doubt and channel struggle, as usual, it's essential to deliver issues rapidly to discover an answer.

In any case, appropriation procedure which is one of the four Ps is maybe the most significant weapon in one's armory. Extraordinary dispersion procedure and execution can drastically help your top line. An inadequately performing channel can do the inverse.

For some B2B administration firms (counting SaaS organizations like us who don't physically convey an item), "channels" are to some degree immaterial and take innovativeness to apply. For instance, one can make a private-mark rendition of its administration and offer it to expansive accomplices to provide to their clients. On the other hand, an individual can also make a bundled offering where one unites with different organizations to offer a bigger suite of administrations.

Conclusion

In conclusion, success marketing will not only boost sales but also build a name for the company. The various types of marketing had led to improve the country's economic as well as raising the people's standards. More companies have been created since there is that conducive environment for one to venture into business. This, in turn, has led to improvements in infrastructure.

References

Ayobami, R. B. T., Wallis, M., & Karodia, A. M. (2016). Exploring the factors that affect retention of medical doctors: a case study of Jane Furse Hospital, Limpopo Province, South Africa. European Journal of Economic and Business (ISSN-2456-3900), 1(2).

Watson IV, G.F., Worm, S., Palmatier, R.W. and Ganesan, S., 2015. The evolution of marketing channels: Trends and research directions. Journal of Retailing, 91(4), pp.546-568.

Sozinova, A.A. and Fokina, O.V., 2015. Special aspects of studying the internet as a marketing communication channel of the service industry. Mediterranean Journal of Social Sciences, 6(4), p.139.