Satish Kumar Agarwal, Chairman & Managing Director, Kamdhenu, states that the first thing is to make a brand identifiable.
A brand is something which creates its own identity leaving behind every other thing. For a franchise 4 basic things are very important honesty, consistency, quality, transparency. One must keep a customer’s preferences in mind.
Satish Kumar Agarwal, Chairman & Managing Director, Kamdhenu, states, “When we started off we thought of the future and its demand for our product before taking a step in this way ahead. Two levels, Benefit and end demand. Without generating end demand there is no point in going ahead.”
If you are starting a franchise, the franchisor must consider the benefits of its franchisee. Also, you have to ensure that all the franchisees maintain the quality all over for which we take care of full training and development and support to our franchisees.
Also, today social media plays a powerful role in this phase, so, one must definitely learn to do marketing through social media. The bottom line of the pull of a brand is the end demand of the customers and also one must be highly dedicated and discipline. A brand must keep itself upgraded and never stagnate or else it will lead to the downfall, for the customer demand changes rapidly. Agarwal states, “ We need to make a brand which will connect with the mass to create a pull. Ultimate is the quality, whichever sector it may be from.”
Hamza Patel, MD, AP Groups, comments, “Accurately forecasting consumer behavior is the way to survive.”
Jonathan Kwon, MD, T BUN Ltd, recollects, “Being in the franchise business for 23 years, I see a great difference in the business. The market competition, policies have also become highly strict. In Korea market is extremely competitive. To survive one must be highly competitive and hard working.” In India, one must be highly competitive and hardworking if they are willing to survive. In such a tough competition, it is necessary to maintaining a USP.
Kwon states, “My main focus was natural flavors. I believe the future will see a lot of people becoming more health conscious.”
Shreevats Jaipuria, Vice Chairman, Seth M.R. Jaipuria Schools &Jaipuria Institute of Management says, “We have to decide on our USP when it goes into franchising. K12 schools are extremely fragmented. No one had the incentive to organize it. A brand is a promise to deliver without which it will fall sooner or later. We spent our first 12 months into organising the curriculum. The main problem was the teacher training which now has been sorted.”
So, it can be said that the best way to build a brand is to have a USP which no other brand possesses and having a proper pedagogy.