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Brand Health
In 2019 Daily Papers estimated revenue was £12.7 million (Growjo. com, 2019). This is a valuable figure for a brand with continued growth and expansion into new and current international markets. Through the development of their marketing and communication plans, this can be aligned with new marketing strategies to increase sales and strengthen global recognition. Fundamentally strengthening their positioning within the market and increase their market shares. In an overly saturated market, brands like Daily Paper must have strong brand recognition and brand awareness. It is evident from the quantitative poll, that Daily Paper has a low brand awareness specific to the UK. As shown in appendix 1, only 33% of the respondents had heard of Daily Paper and only 8% of those respondents had purchased from Daily Paper. This highlights a clear missed opportunity in the UK. UK Consumers aren’t aware of Daily Paper, this could be due to their marketing strategies and reach within this particular country. To achieve higher percentages within their brand awareness and usage, they could consider creating more region-specific marketing techniques, particularly in the UK market.
