Business Marketing

Bronner Brothers sales both business and consumer products. Their company would fall into the category of Processed Materials, supplies and business services. Relationship marketing is used at their shows for seeking and establishing new long-term alliances or partnerships with other businesses and consumers. A strategic alliance happens during an agreement between cooperative business firms. They do this so by partnering they have complementary skills.

Segmenting and Targeting Markets

Factors of Market Segmentation for Bronner Brothers

Factors of Geographic Segmentation

·        Region: Global, mainly southern states

·        Market size: 10/50

·        Market density: 168.4/per square mile

·        Climate: Warm/Hot

Factors of Demographic Segmentation

·        Age: 19-37

·        Gender: Male 40% and Female 60%

·        Income:  Moderate

·        Ethnic background: African Americans

·        Family life cycle: single families, mainly cosmetology students

Benefit Segmentation

·        The benefits sought from Bronner brothers products are to use and sell to other cliental.

Developing and Managing Products

Product decisions are based off products that are bought and sold the most worldwide.

Product Life Cycle: Bronner Brothers

·        1947 Bronner Brothers Established with 3 employees

·        Bronner Brothers Opens First Hair Show 300 in attendance

·        Bronner Brothers Went International over 10,000 in attendance

·        Decline has Not yet Happened

Intergrated Marketing Communications

Bronner Brothers Promotes there Company using a medium of African American Magazines such as: Essence, Black Hair, InStyle, Encore etc.

Bronner Brothers approach toward marketing is Attention Interest Desire and Action other known as AIDA.

Attention is usually caught by the consumer while reading a magazine or online article that promotes the annual Bronner Brother Hair shows.

Interest is sparked while looking up their website and watching their videos and reading up on the history of the company and scrolling through media and photo albums of the Battles entered in the passing years.

Desire is obtained while watching the cosmetologist at the show using the products of the Bronner Brother Company to show how your hair can look after using them.

Action is taken during and at the end of the show when consumers stand in line to buy their very own set of Bronner Brothers products.    

                 COMMUNICATIONS PROCESS

Product Concepts

Bronner Brothers have two Product Lines: The Retail Line and Professional Line.

Retail Line

·        Bronner Brothers

a.      Products

b.      Services (Bronner University)

·        African Royale

·        Tropical Roots

Professional Line

·        Nu Expressions

a.      Products

b.      Services (Online Continuing Education)

Above shows Bronner Brothers Product Mix of all products it sells.

All Product Line’s contain : shampoo, conditioner, oils, creams, gels, relaxers etc.

These products are distinguished by the Branding. Although they still contain that B&B symbol, they also have an individual branding.

Original Product Branding

African Royale

Tropical Roots

Sales Promotion and Personal Selling

Bronner brothers would fit into the Sales Promotion Goals category of “Price Buyers”. This is because although they don’t have actual “sales”, there products are always low priced compared to other salon merchandise. Sales at BB Inc are usually highest at hair seminars where the customer getting to witness firsthand how the products work.  Advertising/ sales promotion are key to Bronner brothers because they are retailing a standardized product that is easy to understand and geography dispersed.

Advertising and Public Relations

The type of product advertisement used by Bronner Brothers is Pioneering advertising. This is a form designed to stimulate primary demand for a new product or product category. Magazines advertise Bronner Brothers product line as well as the shows to get people interested. Bronner Brothers hold yearly Atlanta conventions to host new products from their style lines as well as products from over 100 other companies for compare and contrast. Also, they host Hair shows which locations vary year to year these are mainly for demonstration of the products they produce and how it can be beneficial for you as a consumer. Advertising objective for this company is to inform as many African American consumers as possible. They advertisements appear in many issues of “Black Hair” magazines which are sold in many stores as well as on display in hair salons. Benefits for this hair line would be to sell products that will help African Americans tame their kinky, wavy, curly hair type replenish the scalp to grow long beautiful hair  “made for them, by them”. Product placement is used to raise awareness of the product, service and name of Bronner Brothers. The media planning used for Bronner Brothers are of the most common kind which is: Magazines and Internet. Magazines draw in the general public or specified group like “Essence” for African American women, while internet attracts attention from all over the world.