3.2 Creating and Expanding Customer Worlds
The customer world is both the visible and perceptible part of the brand world. On the market, franchisees and customer world appear as a unit.
To achieve this, the franchisees present the product and service world defined by the franchise headquarters in a standardized way and transport it to their customers with the standardized and binding marketing performance. Since this raises expectations in all market participants, the franchisee and his business as a whole have to fulfill it. If he is not able to do so, he will let his customers down in the long run and lose to competitors.
 |
| The professional installation of the franchise system has to ensure: The important (and correct) brand image that arrives at the customer world must not be altered on its way through the whole franchise system starting from the general management and ending at the consumer. The figure above shows the typical variance of the brand image! |
To identify the appropriate customer world for his franchise system, the franchisor has to ask himself three main questions:
- What do I want to achieve? With the Peckert Marketing Goal Hierarchy, the team of the Peckert Group identifies the successional goal levels of the franchisor. At the end of this working step, the franchisor can decide whether franchise is the appropriate concept for his market development according to his goals. This working step is part of the intensive workshop "Brand Based Franchise" and provides the basis for the "Guideline Brand Based Franchise for the System Installation".
- How do I want to get there? With the Peckert Brand Image Analysis, the team of the Peckert Group develops a brand image which the franchisor wants his customer world to receive. It provides the basis for the strategies and concepts developed in "Guideline Brand Based Franchise for the System Installation". The standardization of the market performance depends on the ability of the franchisor to exactly define his ideal brand image and realize it on the customer´s side via the franchise system as a whole.
- By which means do I want to get there? The franchisor knows his product and service offer. In the frame of the customer world, the franchisor has to create a magnetic and effective product image and place it in a sales-promotional way. In the course of the Peckert Brand Management Concept, Felix Peckert together with the franchisor works out and defines the bench marks in order to describe a basic marketing concept in the guideline Brand Based Franchise "Module 1. System Installation".
The guideline Brand Based Franchise "Module 1. System Installation" costs 5,000 € plus tax and enables the franchisor to develop or expand his franchise system according to the conceptual frame of brand based franchise. The fee includes:
- The development of the single-level Peckert Marketing Goal Hierarchy is subject of the preceding and separately charged intensive workshop "Brand Based Franchise". The details that are nessecary for both the guideline and first implementations are part of the guideline "Brand Based Franchise".
- The Peckert Brand Management with its basic elements is included in the guideline "Brand Based Franchise". In the rare case of further need for analysis, this will be charged separately.
- The Peckert Brand Image Analysis with its basic elements defined by the franchisor is included in the guideline "Brand Based Franchise". If the preparation of the guideline reveals the necessity of a more detailed description of the brand image, the additional expense will be charged separately. The Brand Image Analysis is limited to three necessary of five possible levels (Level 1: Franchisor; Level 2: Franchise Management; Level 3: Franchisee; Level 4: Customers; Level 5: Non-Customers). Due to complexity and budget reasons, customer surveys have to be an exception.
