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Integrated Marketing Communications - Term Paper Example

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In this paper, the author describes the process elements, which are required to be changed in order to rebrand the corporate image. And explains why changes in the corporate brand image not only require the introduction of new product lines, but also its alignment with all the internal and external components…
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Integrated Marketing Communications
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Download file to see previous pages Electron’ is a medium-sized electronics organization having its operation around the world. Currently, Electron is offering electronic products of various price ranges. The consumer base is quite widespread, comprising of the middle class, higher middle class, and upper-class people, as it offers a wide range of products starting from a simple bulb to high-end appliances.
The organization had been doing consistently well in the past few years. However, recently the market share of Electron is experiencing a continual decline. In an attempt to identify the reason behind its falling market share, the organization conducted research, the results of which revealed that increasing number of consumers are switching to eco-friendly sustainable products and services, which is primarily responsible for its dismal state. The consumers are now looking forward to appliances with energy saving and environment-friendly attributes. Instead of aligning itself with the changing demands of the customers, the organization was offering traditional products, which was not of much interest to the consumers. As a consequence, the market share was experiencing a continual decline. To deal with the problem, the organization has decided to introduce a range of ‘green’ electronic products to meet the requirements of the changing demand of the consumers. The organization is looking forward to changing its corporate image from being ‘traditional’ to become ‘green-oriented’. This report has evaluated the process elements, which are required to be changed in order to rebrand the corporate image. Changing the consumers’ perceptions is not an easy task. It requires the introduction of new product attributes, processes, personnel and alignment of the existing ones with its revised corporate image. To achieve the same, Electron is required to integrate all its marketing activities to change the perception of the consumers regarding its product lines as well as the organization as a whole. ...Download file to see next pages Read More
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