Can you tell me strategies for building brand loyalty?<br><br>Post edited by: tanvi7, at: 2008/07/18 15:50

There are many brand loyalty building strategies one of which is

Distribution of free samples:
When a new brand is introduced in the market the consumers may not show interest in buying that brand. It is the responsibility of the marketing management to take the brand to the consumers at various levels. Hence, distribution of free samples among the consumers makes then understand the features of the product. This kinna strategy is effectively used by following FMCG brands, for retaining consumers and maintaining brand loyalty among the consumers.

For example: Lux with Pillsbury atta, Colgate with Extra quantity etc. are the tempting offers for the alluring customers.

The product of the brand should be unbeatable , i.e., it must be the best of brands all other brands available, as well as create differentiation advantage. The brand must create trust among the consumers that the brand gives right product in right quantity in the right price. for example : Mercedes has clear distinction over its other car marketers as a far superior brand.

Incentive for repeat purchase:
When a customer makes repeat purchase he should be suitably rewarded, i.e. incentives should be given to the loyal customers such incentives motivate the consumers to be consistent in buying the same brand.
The incentives may be in the form of Price Reduction, Discount, offering Credit Points of every purchase and finally it will result in Price Discounts or Bill Discount while going to the next purchase.
This Strategy is highly practiced by the Credit Card marketers like ICICI , SBI , offering incentives based on credit point gathered while they are swiped. Tour package operating airlines like Thai, Malaysian Airlines, and Singapore Airlines are offering Round Trip Ticket in reduced price for frequent flyers and students.

Non availability of the Brand would make the consumers unhappy The suppliers should ensure that their brand is available easily,everywhere,at all the times.They should aim at supplying their brand at respective places,which is accessible to consumers.It makes the consumer purchase the brand repeatedly.

For example- Food and grocery retailers like food world spenser's reliance fresh,subhiksha have opened their business in all the suburban towns and they are providing round-the-clock service,free door to door delivery for consumer convenience.

Best services is one of these strategies ...

The consumer will be satisfied only when the best services are offered to them. They expect to be treated in a good and pleasant manner. Excellent sales and after sales services, free negotiation regarding price, etc. makes the consumer loyal to the brand. Hence lot of care is taken by the companies in training there employees who face consumers.