Building and maintaining brand loyalty is the main concerns of marketers besides selling and promoting the products and services to the target audience. However, the marketers must be able to uphold the brand name of the organization that they represent. They must also able to portray the organization to be considered as unique by its audience in comparison to its competitors.
This is because in providing the audience with the best products and services, they must strategically focus in strengthening the organization’s brand and reputation and at the same time improving the available products and services that make them different from their competitors as well as appealing to the customers (Kapferer, 2004: 99).
On the other hand, by formulating more creative marketing promotional programs on social media channels, it will definitely increase audience participation towards their products and services and at the same time able to increase their sales performance (Schiffman et. al., 2008: 467).
Marketers must be able “to know” the organization’s expectation towards their professional services especially in generating growth and revenue and at the same time, marketers must also be “to care” about the audience needs and wants. By having this in mind, they are then able to deliver their services professionally.
Kapferer, Jean-Noel. (2004). The New Strategic Brand Management. United Kingdom: Kogan Page Limited.
Schiffman, L., Bednall, D., O’Cass, A., Paladino, A., Ward, S. & Kanuk, Leslie. (2008). Consumer Behavior. (4th edn). China: Pearson Education Australia.
Think of the Good Guys, the ads for the store features employees smiling, dancing, cavorting and playing. When you visit a Good Guys store, although the employees are reasonably polite, they are not as bubbly as they are in the ads. Someone who watches the ads will expect something which will not be delivered by the company upon entering into a business contract.
ReplyDeleteSo it is important companies genuinely integrate the reputation they try to create.
Grish
Shebley say…
ReplyDeleteI do agree with you Grish as I have encountered the same experience before. I still remember the first time McDonald launch its “Prosperity Burger” in Malaysia (it’s only during the Chinese New Year Festival), the burger looks so delicious and big portion. However, when I took my niece to the restaurant, my niece was very disappointed as the burger was not as what they had advertised. Although I purchased a large Prosperity Burger set however, the beef was so small and there’s a tiny portion of black paper gravy on it. It’s not worth it at all!
As a “concern customers”, I expressed my dissatisfaction to the restaurant manager and at the same time, I sent an email to the Corp Communication/Marketing Department of McD Malaysia. They replied my email in less than three hours and promise me that they will look into it. The following week, I went to the same McD restaurant again and guess what? The large Prosperity Burger set is now very LARGE!!
The thing is Grish, we as a concern customer, must be able to direct our comments/feedbacks to the right channel rather than wasting our time backbiting about the services. They will be happy to receive our comments and feedbacks.
this is the link to the McD ads that i mentioned earlier:
http://www.youtube.com/watch?v=z5HQxDoaITU&feature=related
Hi Shebley,
ReplyDeleteYou seem to take a very pro-corporation and pro-government stance against the individual person, that is fine it is your opinion and we are here to discuss opinions. But I don't think complaining about companies or governments is backbiting, I think it is necessary. They don't always take appropriate action to process claims. It would be strange for me to complain about the Good Guys for example, because the employees were polite, just not as friendly as they appeared in the ads. If you encoutner rude or unethical employees, it is very good to complain. But for positive features above the expected level of service, companies have to proactively make sure advertising matches service. The Good Guys should not wait for me to complain, they should fix the problem to benefit their own company by retaining customers. It is to their advantage, it is not my job to give them advice about management strategy.
Grish
Shebley say…
ReplyDeleteI am neither pro-government nor pro-corporation but I am just a concern consumer who want the best from the market that worth for money. Well Grish the key word now is “complaining”..aren’t it backbiting if we are not directing the complaint at the right channel? As a consumer, we must be able to direct our feedback at the right channel in order for the corporation (private/government) to response in coming out with solutions. Or else they wouldn’t know about any “defect” on their products and services. They do take appropriate action to process claim as they do have to comply with their Standard Operating Procedure (SOP) in serving their customers/stakeholders.
With regards to your concern on Good Guys, although the employees are polite but still you are not satisfied with their services as you claimed that they “are not as friendly as they appeared in the ads”. May I ask, besides expressing your concern on this blog, what other efforts have you done in overcoming this issue? By putting myself on their shoes (empathy)..I don’t think that Good Guys are waiting for you or anyone else to complain about their ads as they believe that the advertisement suits their marketing strategy. However, in order for the “advertising matches’ service”, you must act by directing your comment and feedback to the management team of Good Guys. We must be a “smart caring consumer” as well as professional in handling any matters at all time because we can never aspect someone else to think as how we think and perceive things. They might not be thinking what we are thinking and vice versa. Yes it is not your job to give them advice about management strategy but it would not harm you if you share your knowledge and skills with them. Who knows they might be hiring you as their consultant as you have a lot of creative ideas..go for it Grish!