This study analyses the reasons and how to integrate successfully the Internet in the
brand strategy of a small enterprise in order to maximise the effects resulting thereof as an
effective brand-building tool. To understand clearly the issues of the Internet integration in a
small enterprise, the study considers a theoretical approach and a practical case of a small
business called Bambino Mio Ltd. This firm is producing cotton nappies and distributing them
in the UK and Spain (and soon in Europe). Its channels of distribution are, on the one hand,
classic with distributors and on the other hand through Internet, which provides the user detailed
product information and a limited possibility to purchase online.
Before starting the analysis of the different marketing aspects related to the Internet, the
study exposes the key brand elements being the source of a successful migration of the Small
and Medium Enterprise's (SME) offline brand to the Web. In addition, it appears that the notion
of small and medium enterprise is not only a moderator in term of Internet and marketing
opportunity, but implies a different approach of the problem due to the particular constraints
related to the sector of SMEs. This kind of organisation has to proceed primarily through an
evaluation of its situation in term of market position (level of competition, life-stage of the
products and of the firm) and then define the profile of its target market in terms of geographic,
demographic, psychographic and behaviouristic segmentation.
The results of this first part will help the ‘manager-owner’ to define his brand identity,
fundamental notion about the products, which will be used to build the Internet’s branding
strategy to have a consistent and convenient message. Then the branding section will explain
how to define the 6 facets of the brand identity prism and the tangible aspects of the brand.
The study considers then the reasons encouraging SMEs to integrate the Internet. First
of all, in connection with the previous part, the influences of the Web on strategic branding is
analysed partly in order to identify the consequences of the migration of the brand from the
tangible world to the virtual one. Actually this transformation implies several kinds of gains
such as cost reductions, ability for SMEs to compete at the same level as large companies and
improve the communication (one-to-one and many-to-many models) amongst others. [...]
Table of Contents
1. Introduction
1.1 Approach of the dissertation
1.2 Overview of Bambino Mio Ltd
2. Traditional Approach for the Analysis of the Strategic Brand Management of a Small Enterprise.
2.1 Introduction of the classical situation of Small Enterprises, in terms of constraints and limitations.
2.2 Position of the Enterprise in the Market
2.2.1 Level of Competition (Five Forces of M. Porter)
2.2.2 Product Life-Cycle
2.2.3 SME’s Life-Cycle
2.3 Target Market Analysis
2.3.1 Geographic Analysis
2.3.2 Demographic Analysis
2.3.3 Psychographic Analysis
2.3.4 Behaviouristic Analysis
2.4 Brand Identity, Brand Equity and their Adaptation
3. Reasons for the Integration of the Internet in the Strategic Brand Management of a Small Enterprise.
3.1 Branding on the Internet
3.2 6C’s of Bocij et al.
3.2.1 Cost reduction
3.2.2 Capability
3.2.3 Competitive advantage
3.2.4 Communication improvement
3.2.5 Control
3.2.6 Customer Service improvement
3.3 Brand building tool and position reinforcement
3.3.1 Market penetration
3.3.2 Market development
3.3.3 Product development
3.3.4 Diversification
3.4 Disintermediation
3.5 Internet Marketing Communications Strategy
3.6 SME Barriers to exporting
3.6.1 Psychological Barrier
3.6.2 Operational Barrier
3.6.3 Organisational Barrier
3.6.4 Product/Market Barrier
3.6.5 Time and Space Barrier
3.7 Moderators of the Integration of the Internet in a Small Enterprises.
3.7.1 Risk of « marketing myopia »
3.7.2 Risk linked with the development of the site web
3.7.3 Consumer fears
4. The Implications of the Integration of the Internet in the Strategic Brand Management of a Small Enterprise.
4.1 E-Marketing Fundamental
4.1.1 The 7Cs’ Framework
4.1.1.1 Convenience
4.1.1.2 Content
4.1.1.3 Customisation
4.1.1.4 Community
4.1.1.5 Connectivity
4.1.1.6 Customer Care
4.1.1.7 Communication
4.1.2 Remix of 7 P’s
4.1.2.1 Price
4.1.2.2 Place
4.1.2.3 Product
4.1.2.4 Promotion
4.1.2.5 People
4.1.2.6 Physical Evidence
4.1.2.7 Process
4.2 Implementation
4.2.1 E-Planning
4.2.2 Web site Design
4.3 Business-to-Consumer
4.3.1 Traffic Building
4.3.2 E-Customer Relationship Management
4.3.3 E-Consumer
Objectives and Research Focus
This dissertation examines the marketing challenges small enterprises face when integrating Internet-based strategies into their existing brand management. It specifically addresses how SMEs can overcome resource constraints to build successful online presences while maintaining brand consistency, using the case study of Bambino Mio Ltd. as a practical illustration of both theoretical alignment and operational hurdles.
- Strategic integration of Internet-based marketing within the SME framework.
- Theoretical analysis of brand identity, brand equity, and the adaptation of marketing mixes online.
- Examination of SME-specific barriers to export and digital adoption.
- Evaluation of web design, CRM, and traffic-building techniques for competitive advantage.
Excerpt from the Book
Brand Identity, Brand Equity and their Adaptation
It is fundamental to understand the role of brands and how they have traditionally been built, before making an in-depth analysis of the integration of the Internet in the branding strategy of a company and particularly a small enterprise. Jarvenpaa et al. (2000 cited in Tonglet et al. 2002) and Van den Poel and Leunis (1999 cited in Tonglet et al. 2002) argue that “the companies most likely to succeed [on the Internet] are those with an established retail brand presence on the High Street” due to the fact that the brand reinforces the credibility of the e-retailer. Clifton and Maughan (2000 cited in Cleland 2000) add that a brand is “a mixture of tangible and intangible attributes, symbolised in a trademark, which, if properly managed, create influence and generate value.” In fact these values are representative of differences about features, which must, step by step, become the asset of the company and an expression of the values and quality of the enterprise. Finally, Lehu (2001) describes the brand is a kind of moral contract between the company and the consumer.
As Dayal, S. Landesberg, H. and Zeisser, M. (2000) argue the brand is in the “physical world: the sum, in the consumer’s mind, of the personality, presence and performance of a given product or service.” It results that on the Internet, these different dimensions of branding are even more important due to the impossibility to evaluate and touch the features of the product. The brand becomes the reference, which conditions the purchase by reassuring the buyer. In addition, the corollary of these notions of branding is that if the brand is strong, the company will benefit of a high degree of consumption loyalty and therefore assure to stabilise future sales.
Kapferer (1997) claims that brands provides not only a source of information, but perform Eight Functions that add value and customer benefits: 1. Identification: To be clearly seen, to make sense of the offer, to quickly identify sought after product. The customer identifies the product, such as cotton nappies, through its brand name (Bambino Mio Ltd.), logo and other key brand elements.
Summary of Chapters
1. Introduction: Outlines the research scope, specifically the constraints and marketing challenges of SMEs, and introduces Bambino Mio Ltd. as the central case study.
2. Traditional Approach for the Analysis of the Strategic Brand Management of a Small Enterprise.: Discusses the classical marketing environment for SMEs, including competitor analysis, life-cycle models, and market segmentation.
3. Reasons for the Integration of the Internet in the Strategic Brand Management of a Small Enterprise.: Explores the benefits and strategic motivations for digital migration, focusing on cost reduction, competitive advantage, and export barriers.
4. The Implications of the Integration of the Internet in the Strategic Brand Management of a Small Enterprise.: Details the practical application of E-Marketing frameworks, implementation strategies, and customer relationship management in a digital context.
5. Conclusion: Summarizes how small businesses manage the shift to online environments, highlighting the necessity of aligning digital tools with existing brand strategy.
Keywords
SME, Small and Medium Enterprises, E-Brand Management, Internet Integration, Strategic Branding, Bambino Mio, Marketing Mix, Brand Identity, Brand Equity, Digital Marketing, Online Consumer, Customer Relationship Management, E-Commerce, Competitive Advantage.
Frequently Asked Questions
What is the core subject of this study?
The study investigates the integration of the Internet into the strategic brand management of small enterprises, focusing on the marketing challenges and opportunities unique to this business sector.
What are the primary themes covered?
The work covers traditional brand management principles, SME constraints, digital marketing frameworks (such as the 7Cs and 7Ps), e-planning, and specific tactics for traffic building and customer loyalty.
What is the dissertation's primary research goal?
The goal is to analyze marketing decisions linked to SME brand strategy and provide a guide on how these businesses can successfully migrate their brand identity from the offline to the online world.
Which scientific methodology is applied?
The research combines academic theory and literature review with a qualitative case study of Bambino Mio Ltd., a small English company, to contrast normative theory with real-world practices.
What is examined in the main body?
The main body systematically explores the transition from traditional to online branding, covering market analysis, the benefits of Internet adoption, barriers to exporting, and the implications for the marketing mix and web design.
Which keywords characterize this paper?
The paper is characterized by terms such as E-Brand Management, Strategic Branding, SME, Internet Integration, and Brand Equity.
How does the case study illustrate the theory?
Bambino Mio Ltd. acts as a practical example demonstrating how a small firm balances offline brand reputation with limited digital interactivity, revealing the operational trade-offs and resource pressures inherent in their scale.
What conclusion does the author draw?
The author concludes that successful Internet integration in SMEs is highly dependent on brand strategy and that online tools should be treated as a complementary enhancement rather than a "get-rich-quick" solution, especially given resource constraints.
- Quote paper
- Alexandre Georjon (Author), Antoinette Schroots (Author), 2004, Strategic e-brand management for small enterprises, Munich, GRIN Verlag, https://www.grin.com/document/21796
