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Integrated Marketing Communication Project - Essay Example

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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…
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Integrated Marketing Communication Project
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Integrated Marketing Communication Project

Download file to see previous pages... 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 ...Download file to see next pagesRead More
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