Use of Company Branding in the Marketing Mix
Use of company branding in the marketing mixIntroduction.The JB HI-FI company brand has established itself as a leader amongst Australian home entertainment retail stores. Their philosophy has always been to provide Australians with the cheapest prices and biggest range. As a value player in the entertainment electronics retail market, JB HI-FI has continued its’ marketing theme of “Cheapest Prices Always”. Having grown from ten retail outlets in 1999, JB HI-FI now has 141 stores (Australia: 131 NZ: 10) with $2.731 billion of sales for the year ended 30 June 2010. JB Hi Fi is Australia’s largest home entertainment discount destination store. For over thirty years their philosophy has always been to provide Australians with the cheapest prices and biggest range.As one of Australia’s’ largest electronic entrainment retailers, buying power has allowed a focus on discounted price policies creating high floor traffic through their stores. From original stand alone stores JB has altered its focus to include major shopping centres. JB’s high floor traffic now makes them a sought after shopping centre tenant allowing higher negotiating power.JBs’ combination of software and hardware offering provides a distinct customer proposition. The availability to purchase software (Music, DVDs and Video Games) with hardware (HI-FI, Audio Visual and Game Consoles) creates high volume repeat business and brand awareness.JB has established itself amongst the younger community, a key market segment of their target market. Many of the younger generation thrive on technology and lifestyle image. If you enjoy a culture of music along with rapid uptake of technology and communication, you fall within this market segment.BrandingIf you have ever walked into a JB HI-FI store you can’t help but feel you have walked into a bargain basement store. From its’ loud yellow and black colours with hand drawn signage, the branding is very deliberate. This image is consistent across all stores, cheap
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