Orange Frosty Brand (May 2009 – August 2011)
Branding Campaign and Consumer Relationship Strategy – Prince George, British Columbia
Description and Goals
Orange Frosty is a Smoothie and Juice bar that aims to become a household name and create franchise opportunities for future investors. They are currently facing issues with increasing their brand recognition and delivery of customer focused quality service with their product. There are gaps between the customer’s expectations and the organisation’s understanding of those expectations.
The product is of the highest quality and can directly compete head to head with competitors and franchise outlets that offer a similar product. Orange Frosty’s understanding of client perception and customer service requires development of customer-driven service standards and improved service delivery by employees. We also require strategic forecasting and regional advertising to increase consumer brand recognition. The purpose of the project is as follows:
- Increase the consumer’s brand awareness.
- Improve service delivery and quality to adhere to the brand’s high quality.
- Detect and address operational problems and miscommunications that may degrade the brand name and cause service quality gaps.
- Identify the most valuable qualities in service provision and promote them through the brand identity.
Methodology
Primary and secondary research was conducted on customer expectations in relation to product quality and delivery. Internal communications and operations of the organisation were re-evaluated to identify potential areas of improvement. Research methods included customer surveys, employee interviews and mystery shopping. Our recommendations were determined based off our analysis of research findings.
Findings and Recommendations
It is important for Orange Frosty to integrate customer-focused service across the organisation to match the quality brand. Customer focus should be developed into current and future strategies through operation procedure manuals and training. The recommendations will provide focus on long-term relationships and customer loyalty, as opposed to a short-term transaction focus. The recommendations presented will guide Orange Frosty to improve the reliability, efficiency, and blend quality service with their quality brand name for the organisation and its clientele. We need to detect and address operational problems and miscommunications that may degrade the brand name and cause service quality gaps. Through identification of these gaps, we can focus on improving the most valuable qualities of service while simultaneously increasing brand recognition.
- Increase brand recognition by implementing a consistent colour schemes, logos and advertising throughout all online and printed media. This includes the creation of a complete style guide with strict corporate guidelines.
- Create a customer database which can be used as a tool to deliver news and information to customers and build stronger relationships with clientele. This can be achieved through valued coupons and customer appreciation rewards such as loyalty cards.
- Create a complaint database that will record customer complaints in order to improve Orange Frosty’s service quality.
- Increase internal communication to resolve common issues and improve operational efficiency and client relations.
Personal Reflections and Contribution
This project required interviews with administration, front end staff and various clients. I applied service marketing concepts such as the 4Ps and Gaps Model to develop achievable recommendations. Service delivery was greatly improved with development of an operations manual and staff training. In addition, through use of consistent advertising styles and creation of a solid style guide, Orange Frosty was able to harmonise the quality of their brand with newly improved customer relations. As a result of this campaign, there was an increase in brand recognition and loyalty throughout our region.
