Brand Touchpoint of Sambal Mabo
To create more improvement in the brand, we need to know and understand the issues that the brand have to be able to generate proper solution and make the right move. This time, in order to have better understanding about Sambal Mabo’s issues in their brand communication, I did my research and analysis using Consumer/User Journey Mapping to assist me by highlighting the brand touchpoints and to find if there is any ongoing problematic situation in the existing brand touchpoints and which parts need corrective action or have a chance for improvement.
Consumer Journey Map helps to visualize consumer’s relationship with the product or brand across different channels, represented as a timeline of all touchpoints between consumer and product/brand. Brand touchpoints are every interaction and exposure that consumers can have with the brand, including intentional communication from a brand itself and communication that the consumer have with the brand in everyday life, both on purpose and not on purpose
The following is the Consumer Journey Map of Sambal Mabo :
Sambal Mabo’s brand communications are mostly online-based. They rely a lot on social media and online marketplace which shown to be important as those are the main medium between their brand and consumers. Social media assists them in generating the image they want to show to the consumers, educating consumers about their products, and to stay in tack with the consumers. Online marketplace is one of their main ordering means and also act to provide consumers with information and communication medium.
Other touchpoints such as official page, product detail page, and customer review are a big boost to assure consumers when considering their products as they won’t be left clueless and confused, also get the consumers to have good impression on the brand. Buying page and delivery status tracking page acts as convenience provider in processing the delivery process of the product. Sambal Mabo also encourage consumers to give them feedbacks and reviews, good or bad, by emphasizing that consumers’ satisfaction is their satisfaction. Word of mouth is an effective way for people to generate interest to Sambal Mabo, but sadly the communication itself is not practiced very often.
From the Consumer Journey Map, I finally discovered the main brand issue that Sambal Mabo is facing currently, which is : “Lack of brand presence”.
The issue of the brand can be seen in the awareness and research stages. The brand presence of Sambal Mabo is not very strong and doesn’t stand out. For addition, there are many competitors (chili sauce business) who are in the same field with Sambal Mabo. When a consumer wants to look for chili sauce brand, they will be exposed with a lot of options, Sambal Mabo’s probability to be included in the featured list is unknown.
Sambal Mabo needs to find a solution to increase people’s awareness of their brand and what their brand can offer as well as how to get the brand succeed to reach consumers’ stage of consideration. In the next part of brand management analysis, I’m going to try finding solution to solve the brand issue of Sambal Mabo through brand exploration.