The most important thing to do is to produce high quality products or services that customer values. This is because customer relationship is important to the survival of a company. In order to have quality products, transformation leaders serve as role models for their followers, allow them to identify with a shared organizational vision, and provide a sense of meaning and achievement. Transformational leadership attends to change the organization to fit the environment and motivate the employee to change to their expectation. Employee who has good relationship with customer will increase the customer satisfaction.
The competition between businesses will ensure better quality of their goods and service they provide. Competition is well known for providing great productivity which leaders to a growth in the economy. Not only can competition improve the quality of work, it can also improve innovation. Innovation is an important quality to have in a company because it aids in keeping products and services fresh. “Economic Influence on Marketing” claims, “To keep current, your business has to adapt to changes in the industry and must always keep its eye out for innovative, cutting-edge technology and product improvements” (Bradley).
These tools mostly used for spreading the awarenes of the new products, enhancing the recall of the brand but mostly for increasing the number of sales as the company needs profits to survive in the long term. The report have deeply looked at the communication tools in practice when the creative strategy for the new Cadbury product was set. The paper analysed in what situation it is better to use advertising, PR or direct marketing for the Cadbury brand, therefore the advantages and disadvantages of the tools were found. For example, it has been identified that advertising is one of the useful tool for brand promotion because it is able to reach a wider audience within the shortest possible time frame (Egan, 2007. P 194).
The pricing strategy or pricing policy is one of the most important managers make for a product as it affects the profitable outcome and competitiveness that a product may make. (Toni, 2017). A business can use a variety of pricing strategies when selling a product or service. The price can be set to maximize profitability for each unit sold or from the market overall. It can also be used to defend an existing market from new entrants, to increase market share within a market or to enter a new market by dropping the price or offering more benefits with the device such as packages.
The company aimed also to benefiting from economies of scale. The cohesion between the structure of the company and the strategy applied is very crucial. The structure aligns the company with the strategy it wishes to implement, and along with the companies control systems and culture, will utilize the value-chain capabilities and competencies, and facilitate increased profitability, competitiveness and superior return on investment (Henderson, 1993). Procter and Gamble identified the rapid increase in globalization and changed their business strategy and the company’s structure in order to increase their exposure in many countries. This was to help it benefit from economies of scale and to remain competitive internationally.
In addition companies need to deliver their products while keeping cost effectiveness in consideration. If they understand the perceived benefits of their target audience and are able to engage with them on a personal level, they can attain customer satisfaction and ultimately can have increased sales. In conclusion, conveying Unique Value proposition clearly to the customers could be a complete win/win for any business. Brand equity Formal Definition: The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself. Alternative Definition: Brand equity refers to a value premium that a company generates from a product with a recognizable name, when compared to a generic equivalent.
Through this it has been projected as a high value brand with best in class offering. Brand Communication Red Bull has been positioned as an unique and innovative product which targets the the consumers which share the same state of mind . They may be from different demographics but they all drive to suceed, are dynamic, risk takers, physially fit, can handle stress and the DOERS. The brand communicatio through various modes of advertising, PR, ATL, BTL conveys this underlying message to the audience. Different modes of Brand Communication have been discussed below: Advertising Red Bull’s advertising campaign revolves around the slogan Red Bull gives you wings.
The major success key of Marks & Spencer is that it offers superior quality and innovative products and services to its users with prime emphasis on innovation and design. The spread of this innovation will be influenced mainly by its attractiveness, quality, price, promotion, and durability. Research shows that customers make high involvement purchase decision for innovative products as it involves high risks. Moreover, Marks & Spencer would be being the first one to enter the market with highly innovative products will lead to its strong brand image building in the competitive global market. (Rodrigues,
Sung and Campbell (2007, p. 101) also state, “Consumers’ psychological attachment to a brand will be stronger if a brand provides them symbolic values. That is, if brands provide superior benefits, which in turn result in satisfaction, consumers will commit themselves to establishing, developing and maintain relationships with such brands.” Thus, brands that provide the consumer with a high level of satisfaction will be purchased at a higher rate and would create a higher degree of commitment to the brand. Looking further into the quality of alternatives, in this case the quality and quantity of competing brands and the desirability and availability of their products. When alternatives are undesirable and limited, commitment is stronger. Consumers are more likely to commit to a brand due to perceived value and unique brand characteristics that the competing brands do not possess.
It is a coordination of activities that you will perform to directly interact with your customers. Promoting the products is important for any business because of the lasting impact of promoting has on customers. The promotion mix is the essence of what we are promoting is and how promoting it is done effectively. Advertising, sales promotion, personal selling, public relations, and direct marketing comprise the promotion mix. These type of tools is used to communicate customer value and build customer relationships persuasively.