MARKET PERSPECTIVE

Market Perspective



Market Perspective

Introduction

Service-dominant logic (SDL) is the new marketing perspectives in which a model of exchange from economics is inherited. SDL in marketing focuses on the intangible resources, the co-creation of value, and relationships. In the SDL, the marketers believe not only in delivering the right product to the right customer but maintaining the long term relationships. The SDL logic is equivalent to the marketing practices in the form of service marketing, relationship marketing, market orientation, and integrated marketing communications. SDL works on the premises of service centered mindset (Vargo 2008, pp. 1).

Discussion

The marketing practices across the globe had changed the branding practices. Therefore, various brands across the globe are adopting aggressive marketing and branding practices to attract more target market and maximize profits. The brands are focusing on offering of distinct unique selling propositions to achieve the sustainable competitive advantage.

I have chosen the Sportswear brand; the reason being is that it has a large customer base. Sportswear brands have inspired many people around the world. Since, the passion for sports activities in every individual has been increasing day by day. In these days, sportswear is not only used for sports, but it has been identified as a sign of fashion. Moreover, sportswear brands have started concentrating on production of innovative products for casual use as many people have started adopting the style of wearing sportswear for its casual comfort.

In Europe, it has become a trend that youngsters have developed a craving towards sportswear due to its popularity as funky fashion statement. Due to the heavy competition in the market sector, most of the leading brands have started investing a tremendous amount in advertising and in turn they also started organizing branding activities like road shows to attract more customers toward their brand. Many sportswear brands have started ...