Ensuring Cooperative Brand development and Brand positioning
For cooperatives to be more active, the ease of doing business is an essential factor. In this competitive world, the brand has huge significance. So brand development and brand positioning for cooperatives have to be implemented effectively. This can strengthen the communication plank of cooperatives. The cooperatives generally have weak communication strategies as compared to the corporate. They must establish their brands based on cooperative principles and values.
The cooperative movement in our country has a rich history of 119 years. It has made significant contribution for socio-economic development of our country. It is responsible for the Green Revolution and White Revolution in our country. It is a very important component of our socio-eeconomic system. The cooperatives are now at the fore-front of our economy after the formation of Ministry of Cooperation.
Cooperatives in fact are “Main Gate for economic freedom of our country” said MahatmaGandhi. Through active participation of the people, we can see that the cooperative movement is growing stronger .Now we have more than 8.5 lakhs of cooperative societies and 31 crores of membership. Cooperatives have an important role in changing socio-economic situation of our country.
The new economic policy did not give due priority to nourishing the cooperative movement and highlighting its achievement and progress positively. The cooperatives in new economic policy were not given much importance . In the light of growing competition in the market, today survival of the fittest is the biggest challenge.The private sector advertises itself with flourishing brand names with emphasis on high quality services and products in the market. So, the cooperatives face a big challenge f to develop their brands in a competitive manner..
Cooperatives are socio economic organizations. They are most importantly not merely driven by profit motive. Cooperatives are primarily meant to help the poorer sections of the society. Due to their strong member connections, they are more transparent in functioning than any private organization. They are governed by cooperative principles and values. The cooperative sector has a big role to play in socio-economic transformation of our country.They need support from the governments, social organizations and cooperators and general public. Cooperatives are working for the overall development of the people of the country. The cooperatives have been entrusted a number of activities of the government and they have played an important role in community development. They did not give much importance to building up brands, the exceptions being Amul, Iffco,Kribco, and few others. Ata time when the Ministry of Cooperation has come up with many new initiatives to strengthen the cooperative movement, it is high time that cooperatives should devise strategies for brand-building of the cooperative sector..
There are some important issues which need to be considered. These have to be given due priority so that brand development and brand positioning of cooperatives becomes more result-oriented and effective.
- Modern Approach : Unity in diversity is the unique feature of our country. The cooperatives should not adopt a traditional approach to meet the challenges of market economy. Cooperatives must adopt a modern approach to brand development.
- Use of Technology : The technology is changing every day at a very fast pace.. The cooperatives must also adopt the new technology for the brand development and positioning of the brand
- Education, training and propaganda. It is one area where the cooperatives need to be motivated to come up with professional training modules which can create their unique brand. There should be a continuous education process for their members, directors and other officials. The brand name should be selected and well advertised.
- Business Policies : The issues like grading of the products, reasonable competitive pricing, attractive packaging of the products, etc. need to be given utmost attention..
- Marketing strategies : It is one of the important areas where brand development has to be effective.. Marketing strategies should have a good business spread, , and must cater to needs of all sections of the society covering all the areas..
- Interpersonal relations with competitive organizations and industries have to be well maintained.
- Public Relations must get due priority.
The cooperative movement will definitely flourish and there will be no alternative to the cooperative movement in the country if brand development is carried out effectively. Cooperatives have done wonders in the past and will do wonders in future also. They will continue to play a vital role in our economy. The time is ripe now for them to prioritize the area of brand-building for strengthening their image in the market economy..
Director, NCUI
