What Makes A Fantastic Franchise Marketing Strategy?
A franchise business is one that expands to multiple locations gradually from an initial pilot project. The idea is to build upon the popularity of the other units while entering a new market. Rather than establishing itself slowly, a franchise unit within a business is expected to pull customers at a fast rate based on its initial success in other locations. Due to this reason marketing strategy for franchise becomes one of the most important factors for a franchise business to become successful. In this business, marketing is done at a national level so a marketing strategy has to be developed carefully. In this era of location-specific businesses, it becomes quite tricky to address the entire nation and establish a connection with the customers on a local basis at the same time. On the other hand, given the vast diversity of demographics in India, catering to marketing needs at a local level can turn into a disaster. The message delivered has to be consistent otherwise brand identity gets eroded. Sending mixed messages to the market creates an impression of the absence of a uniform standard and thus, the product or service is deemed to be of poor quality.
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