Marketing Communication

Table of Contents

Part 3 3

Introduction 3

Findings and Analysis 3

Conclusion 7

Part 4 7

Nature of Messages 7

Positioning Strategy 8

Themes and Copy Platforms 8

Channels of Communication 9

Promotional Tools 9

Participation Conditions 10

Advertisements 10

References 12

Annexure 13

Annexure 1: Questionnaire 13

Part 3

Introduction

The competitive scenario in this business environment calls for organizations to formulate a strategy that increases their brand image and positioning among the customers. In this regard it is very important to analyze and identify the demands of the customers as that would enable it to position itself a preferred brand so as to analyze these aspects and to frame a basis for an integrated marketing communication strategy. In this regard a primary study has been carried out with a sample size of 5 individuals. These individuals would include general customers who would be chosen from the population using a simple random sampling technique. In depth interviews would be conducted by using a questionnaire specifically designed for this purpose (refer annexure). In depth interviews would be conducted to analyze the different aspects related to branding and positioning and the customers thought process while making a purchase decision.

Findings and Analysis

The designed questionnaire was taken to the chosen set of respondents who were necessarily consumers who had purchased an Apple product. In response to a question on the main aspects that influences brand evaluation by the customers it was observed that the main aspects that influences them particularly in the customer segment of Apple was quality. Customers often perceived a product on the basis of product features and reputation of the brand as they felt it added value to their social status as well. A certain section of the respondents also stated the importance of price as a crucial aspect while undertaking a purchase decision.

The survey findings also stated that brands that become a hit with the consumers are normally those that have a good brand image. This brand image is built mainly on the basis of product attributes, service quality and reputation of the brand in the market. Quality is one area that seems to have been the most important factor stated by the respondents as main criteria that makes brands popular and hit in the market. The respondents stated that brands that had a good reputation with quality standards as well as customer service were more likely to be the chosen brand by the customers. It was perhaps for the reason that most of the respondents felt that quality and product features were the most important criteria for decision making by the customers. In the course of the survey it was also found that brand image also depended on the business profile of the organization. Brands like Google and Apple score high with regard to brand image by virtue of the robustness of their business models. The survey also revealed that customer service as well as the marketing communication strategy also plays a major role in the development of brand image of an organization as most respondents felt that the manner in which an organization communicated with the customers had a very lasting and comprehensive effect on the overall positioning and brand image of an organization.

In response to a question on the ways customers evaluate as brand it was observed that most customers used a cost benefit analysis to analyze a brand. Most of the respondents were of the view that if the cost of a product tends to satisfy their demands then they perceive it to be a good brand. In addition to this respondents also stated that product features and additional facilities like loyalty points, rewards and bonuses also played a major role in the perception of brands among the customers. In summation it was found that most of the respondents stated the importance of the elements of the marketing mix as the essential ingredients that makes brands successful in the market. Respondents also stated that location of stores also constituted a criterion for selecting a particular brand in the market. Respondents also stated the importance of online stores and availability of products on the internet. This was noted especially among the working class customers who had little time to visit the stores due to their hectic lifestyle and work pressures. Organizations like Apple that have a dedicated online channel found much appreciation among the respondents. In addition to this respondents also stated the importance of online channel as a medium of communication and advertising. Companies like Apple have very well exploited this aspect to gain importance and improve its brand positioning. The company has gained widespread importance and effective positioning by using the online communication channel. The respondents also stated the importance of social networking sites while framing a brand image for a particular brand in the market.

The response generated from the survey also highlighted the aspect of the perception of individuals with regards to the perceptions of the best brands in the market. It was found that brand image and positioning were the most important aspects that customers sort out between the large numbers of brands available in the market. The respondents stated that the best brands were those that satisfied their needs and wants and also gave them a sense of pride by owning that brand. Brands with product offerings that satisfy the needs and wants of the customers are generally perceived to be good brands in the mindset of the customers. Respondents also stated the importance of peer reviews as one the criterions for analyzing a brand in the market. Effective and positive feedbacks about a particular brand largely help customers segregate between good and poor brands. Social networking was found to one media that was largely reported by respondents that helped them distinguish between brands in the market. Respondents often rate brands as good when they score well on the expectations of the consumer and this expectation may be in any form that includes product quality, features or attractive pricing. However it was also observed that in product segments

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