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Archive for February 2015

Knowing your brand in a competitive market

Blog By Ross Hendy- GM Strategy
Australia has a population of just on 23 million people and a median income of $67,000 per year (2012 average) making Australia one of the highest income earning countries in the world. Consumers are knowledgeable, brand savvy and value conscious, they have freedom of choice and have a wide network of outlets from which to purchase a wide repertoire of like products. It is for this reason that you need to position your brand in Australia with a point of difference to that of your competitive set. Importantly, you need to research and understand those competitive brands that are playing in the same segment or space as your brand. You need to be actively aware of their pricing by retail segment, their brand proposition, their product portfolio, their promotional activities and their channels of participation.
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