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The Franchise Marketing Process: Dhvtsu
The Franchise Marketing Process: Dhvtsu
Chapter 5
The Franchise
Marketing Process
Contents
1 The Strategic Planning in Franchising
1 Market Research
Marketing surveys 2
3 Site Selection
Operational layout 4
5 Store design
Strategic Planning in Franchising
Business Market
Image Direction
Core
Marketing
Issues
Ongoing
Recruitment
advertising
of
and grand
franchisees
openings
Business image
Branding and Brands
– Task of image and brand management.
– Values generated in the minds of people as a
consequence of the sum total of marketing
communications effort.
– Set of attributes, that have a meaning, an image
and produce associations with the product when a
person is considering that brand or product
Brand logo
Determining the market direction
It answers the questions:
Sales continue to
grow but are
increasing at a
decreasing rate
Product Life cycle in Franchise Marketing Strategy