Please Help me with this assignment :) Thank you! Effective modern marketing org
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Question
Please Help me with this assignment :) Thank you! Effective modern marketing organizations are marked by a strong cooperation and customer focus among the company’s departments: marketing, R&D, engineering, purchasing, manufacturing, operations, finance, accounting, and credit. Companies must practice social responsibility through their legal, ethical, and social words and actions. Cause marketing can be a means for companies to productively link social responsibility to consumer marketing programs. Social marketing is done by a non-profit or government organization to directly address a social problem or cause. A brilliant strategic marketing plan counts for little if it is not implemented properly. Implementing marketing plans calls for skills in recognizing and diagnosing a problem, assessing the company level where the problem exists, implementation skills, and skills in evaluating the results. Research Assignment (6-7 pages APA) Research and find two examples of a successful cause-marketing program currently available in their area and evaluate whether or not they believe that this cause-marketing program is (a) building the firms brand awareness; (b) enhancing brand image; (c) establishing brand credibility; (d) evoking brand feelings; (e) creating a sense of brand community; and (f) eliciting brand engagement. You should be able to defend your opinions citing financial, market share, stock price growth, and other definitive measures.
Explanation / Answer
The modern marketing department has evolved to the years from a simple sales department to an organizational structure were marketing personnel work mainly on cross disciplinary teams.
Modern marketing departments can be organized in a number of ways. Some companies are organized by functional specialization, while others focus on geography and regionalization. Still others emphasize product and brand management or market segment management. Some companies established a matrix organization consisting of both product and market managers. Finally, some companies have strong corporate marketing, others have limited corporate marketing, and still others place marketing only in the divisions.
A fact of modern marketing organizations are marked by a strong cooperation and customer focus among the company's departments:
Companies must practice social responsibility through their legal, ethical, and social words and actions. Cause marketing can be a means for companies to productively linked social responsibility to consumer marketing programs. Social marketing is done by a nonprofit or government organization to directly address essential problem or cause.
A brilliant strategic marketing plan counts for little if it is not implemented properly. Implementing marketing plans calls for skills in recognizing and diagnosing a problem, assessing the company level where the problem exists, implementation skills, and skills in evaluating the results.
The marketing department has to monitor and control marketing activities continuously. Efficiency control focuses on finding ways to increase the efficiency of the sales force, average rising, sales promotion, and distribution. Strategic control entails a periodic reassessment of the company and its strategic approach to the marketplace using the tools of the marketing effectiveness and marketing excellence reviews, as well as the marketing audit
It is one of the essential rules in marketing.
Brand awareness campaigns should focus on getting the attention of specific groups of people.
·Build Social Media Presence
In modern online business, no one can be successful without cultivating the power of social media.
Your brand needs to have a solid presence on those platforms because they enable you to speak directly to your audience.
By connecting with the potential customers directly, one can start relationships and gain insights into what they are looking for in the products.
There are some considerations one must take into account before launching a brand on social media.
·Referrals
Referrals are one of the most powerful tools for getting the word out there.
According to a survey completed by Ogilvy, Google and TNS, 74% of customers said they viewed word of mouth as an important influencer in their purchasing decisions.
Make Your Brand Easily Identifiable
A strong brand identity means that the customers will quickly and easily recognise it. To ensure this, one must create a logo design that is consistent with other branding elements
HOLD AN EVENT
Regardless of the industry, holding an event designed for raising awareness of your brand is an effective way to get people talking about you.
FOCUS ON CONTENT
Let me say it once again: content is a king of contemporary online marketing because it represents your brand in front of thousands of prospects.
It is, therefore, essential to make it engaging, interesting, and useful in generating leads.
(B) ENHANCING BRAND IMAGE
Despite the increased usage of sponsorship activities by practitioners, there has been little research on the impact of sponsorship on building brand image. This research examines the influence of sponsorship on associations transfer from sponsored entity to the sponsor. In order to test all the hypotheses, two pre-tests and one main study were conducted. Empirical findings suggest that individuals who are exposed to the highly fitting partnership develop a stronger associative link between sponsor and sponsored entity than individuals who are exposed to the poorly fitting partnership. Results do not offer support that frequency of the partnership contributes to building the strength of the associative link between sponsor and sponsored entity. Most importantly, results indicate that the strength of the associative link between sponsor and sponsored entity is positively related to the transfer of associations from sponsored entity to sponsor
C) ESTABLISHING BRAND CREDIBILITY
Purpose – With a segment of consumers growing more health conscious, food manufacturers are feeding consumers' desire for more healthy products by “reformulating” their products to create healthier versions as well as positioning complete product lines as “healthier alternatives.” The present research aims to examine variables crucial in the brand?building process for brands that are perceived as “healthy.” Design/methodology/approach – A conceptual model with a theoretical basis in the branding literature is developed and tested on consumers using structural equation modeling. Findings – Results indicate that brand credibility, commitment and connection are essential in developing branding strategies for “healthy brands.” A credible brand minimizes risk and increases consumer confidence. When consumers believe that a brand is credible and repeatedly purchase it, a commitment to the brand can develop. Finally, the brand can imbue such meaning that the consumer uses the brand to help construct and cultivate a desired self?image or self?concept. Original/value – This research provides important implications for developing effective brand management systems for healthy brands.
(D) EVOKING BRAND FEELINGS
Great brands evoke something in consumers. When consumers feel something about a brand, they're more engaged, more loyal, and more likely to take action.
Building an emotional connection with consumers begins with your brand positioning. Brands that inspire do more than understand their audience. They exist to fill a need for them.
They do this in two ways. They get around the "so what?" question by delivering a benefit. And they share a philosophy and a mindset that reflects that of the consumers they want to reach.
Truly successful brands find that sweet spot between solving a problem and evoking a certain set of emotions. Because emotional branding leads to emotional marketing and emotional marketing sells.
(E) CREATING A SENSE OF BRAND COMMUNITY:
Their research illustrates the important role of facilitating shared customer experiences in building a community. The virtual ties of an online, asynchronous community become interpersonal ties and relationships formed through shared experience. Members often become brand missionaries and enthusiastic supporters as a result of their experience. Ultimately, a company can build and sustain its competitive advantage on the basis of ownership experience rather than a traditional features and benefits strategy of product differentiation.
Brand communities may also be related to other types of informal groups. The notion of community has been used to describe other aggregations formed on the basis of common interest. For example, the concept of “communities of practice” has been articulated and studied by Wegner (1998). For Wenger, engagement in a common social practice is a foundational condition for how we learn and form our identities. While his primary application is a social theory of learning, we can observe elements of a shared practice within brand communities.
Communities of interest are looser associations of people who share a common interest such as a hobby or cause e.g. scrap booking, environmentalism. In this type of community, there is less formal structure, leadership and face-to-face interaction among members. Communities of interest are often formed on the Internet and this has led to the use of another term, the “virtual community”, to describe them. A virtual community may have even fewer boundaries and framework, existing as a temporal mix of web surfers who visit or interact with each other. Virtual communities may address common interests or simply collect opinions on issues that members feel connected to.
These other models of community will be exhibited when we look at some current examples of brand communities.
(F) ELICITING BRAND ENGAGEMENT
The study examines the effects of creativity on consumer branded engagement in the context of TV advertising. Applying a qualitative design, two types of TV commercials were selected: humorous and warmth. This was followed by a quantitative study with 259 participants suggesting that novelty and relevance in TV advertisements together with brand familiarity are important drivers of consumer branded engagement. Consumer branded hash tag engagement, in turn, encourages consumers to share advertisements online through different social media platforms. In addition, brand familiarity and the type of TV advertisement were found to be significant moderators. The results of this study highlight the pertinence of for consumer–brand engagement, and contribute to a better understanding of consumer branded engagement in advertising. Guidance to advertisers on how to utilize creativity in TV advertisements to encourage consumer engagement with the brand is offered.