Integrating Supply Chain with Branding Program

Branding is more viewed as a creative part of business plan at consumer end than as a process of integrating the back-process to meet customers’ needs. Think otherwise. Have you ever given credit to your supply chain manager who continuously ensures that products meet technical and other specification and are available in the market “on-time”?

Branding program cannot be planned and executed in a solitary island. You need the whole physical, technical and human infrastructure of the organization to do that. Integrating your branding program with customers’ needs and wants sounds great. However, to achieve this end, a careful design of supply chain is mandatory. None in this world does make all of its products today. Raw materials, parts, accessories- even human resources can be outsourced. In a report published in 2012, Apple has listed about 156 suppliers of parts, accessories and assembly operators who contributed to 97% of Apple’s procurement expenditure. Imagine what would happen if only 5% of them say sorry in a fine morning, that they cannot deliver the accessories as per Apple’s designated time-frame! It would result in a chain reaction of delays in all the connected processes. Result? Sales loss. Companies who believe and practice branding, must design and develop their supply chain ecosystem to support their branding program. Otherwise, front-end people will have tough time dealing with the consequences of supply chain anomalies.


About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
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2 Responses to Integrating Supply Chain with Branding Program

  1. Mohammed Abdul Awal says:

    You are absolutely correct. In today’s world no business can afford to stand alone. Other than securing your supplies, business need to ensure a win-win relationship with the partners. Any brands can forget about the success without proper support from the suppliers, service providers, marketing agencies, transporters, distributors and retailers. All of theses are part of the supply chain. The role of supply chain starts with the customer demands and ends with the fulfillment of customer demands. Integration and coordination of all the activities including the brand and promitional efforts shall have to be ensured. There are many examples of failure of branding initiative due to the missalignment of initiatives with Supply Chain. From a reliable source, ‘Mojo’ initially had a set back when they had huge TVC and other marketing efforts on before products were available in the retail stores resulted in consumer dissatisfaction and poor brand image.

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