Steve Jobs was a phenomenal figure. Whatever he does is always in the news. Understandably, he was the CEO of a highly respected throughout the world. His achievements in making Apple from a company that nearly bankrupt to a company that has a market capitalization higher than Microsoft is really amazing. A
business performance that never been thought before by the businessman or investors around the world.
In January 2011, Steve Jobs decided to take a sabbatical as an attempt to treat his colon cancer which have since 2004. Within hours, the stock market immediately reacted negatively. Apple's stock price fell 8% within one day of trading. Wow! This is a very expensive health value. Even health may be more expensive than a president.
Since Steve Jobs returned to Apple as CEO in 1997 after sacked in 1985, he had a variety of innovative products launched. Ipod, Iphone, and Ipad are phenomenal products, which customers willing to queue to buy. This is what made Apple's stock price rose more than 100-fold over the last 10 years. Brilliant achievement of Apple is not just limited to the innovation of its products, but also venturing into business development and services.
Apple has successfully developed its retail network across the world. Steve Jobs realized that all high-tech products has changed, which was originally a tool for productivity then becomes a tool to gain experience. Launched in 2001, then grow very rapidly until 2010. Contribution to total revenue from the Apple Retail Store has reached 20% of sales and about 25% of corporate profits. Apple Retail Store is also shown to boost Apple's market share and simultaneously strengthen the Apple brand so strongly embedded in the minds of customers.
Apple Retail Store starting with the concept of giving experiences. This is different from other electronic products that tend to be concerned with the appearance of the product. Customers are left to try and even perform various activities such as downloading a song or photos. One of the famous concept of the Apple Store is the Genius Bar, which is part of the retail that serve as a learning process for our customers. Genius Bar is indeed one of the attractions and provide the uniqueness that distinguishes the electronics stores of other global brands.
Brands and Distribution Channels
I take the stories about Apple Retail Store is to show a shift in brand building strategy. Distribution channels such as retail does have an important role in building brand. Indeed, the impact is relatively low compared to the conventional advertisements, particularly television advertising. But in the long run, the establishment of the brand through distribution channels will be increasingly important both in terms of efficiency and effectiveness.
Of the various analysis conducted by teams of Business Analys, I see how the importance of distribution channels in influencing the strength of the brand. The brands which became a Top Brand continually seem to be able to combine the power of advertising in shaping the brand and also use the distribution channels as part of brand building.
For the service industry, the strength of this distribution channel was easily visible. Some banks that have strong brand awareness and image are strongly supported by its thousands of branches spread all over the country. Not only the branch of a bank that helped shape the strong brand, but ATM also has an important role. Even today, the brand power still rests on the ATM channel, and not on the ads that usually appear in the conventional media. In the future, other channels such as mobile banking and internet banking will play an important role in shaping the strength of a brand.
Industrial Durable and Consumer Goods
Although the contribution not as big as in the
service industry to create a Top Brand, the role of industrial durables and consumer goods channel have started to look real. The strength of the automotive brands is strongly influenced by their channel dealer. Yamaha and Honda for example, by the number of dealers more than any other motorcycle brands look very mighty mastering the market. Similarly, with Toyota and Honda for the car category. The role of these dealers are also increasingly important because they are able to create another channel. It is they who often made exhibitions in various mall or other crowded places. Spare parts industry is also increasingly enjoying the process of establishing the brand through communication in stores that sell spare parts. It also occurs in a variety of brands sold in the shops of building materials.
Managing Channel
In the future, the marketers are increasingly challenged to effectively manage the channel to build the Top Brand. Channel in the future have a diverse role. In the context of the formation of Top Brand, they are also more effective communication source. Channel will help create top of mind.
Aside from being a source of communication, channels are also able to provide the customer experience, especially when they are into the retail sector. And this is very important in creating customer loyalty. Strong channel will also help increase sales. Moreover, when the company start to develop e-commerce in pushing the sale then channel's role will be more dominant. High market share would certainly have made a strong brand and are in the position of Top Brand.
Seeing the importance of this channel, it is the duty of business owner and CEO for more creative creating new distribution channels. At the same time, existing channels should be more optimized. Channel that used to be as a channel to sell, today must play a role in building strong brands. On the other hand, if your
business today is part of the channel itself, it is important to more active cooperation with the manufacturers or suppliers to build a strong brand.