COMMUNICATION DECISION

9 Pages   |   985 Words
Table of Contents
DESCRIPTION.. 3
CRITIQUE.. 3
TARGET AUDIENCE.. 3
COMMUNICATION OBJECTIVE.. 3
POSITIONING STATEMENT AND KEY MESSAGE.. 3
COMMUNICATION MIX.. 3
EVALUATION.. 3
OBJECTIVES. 4
PRODUCT LINE FOCUS. 4
TARGET MARKET FOCUS. 4
GEOGRAPHIC FOCUS. 4
CUSTOMER SATISFACTION STRATEGIES. 6
CUSTOMER RETENTION TACTICS. 6
RELATIONSHIP MANAGEMENT STRATEGIES. 6
IMPROVEMENT OF SUCH PRACTICES. 7
REFERENCES. 8
APPENDIX: PRINT AD.. 9
 

DESCRIPTION

The print advertisement chosen is that of the organization of World Wide Fund (WWF). The print advertisement basically shows a game of noughts and crosses with a whale and a bowl of food representing the noughts and crosses. This is an excellent way for the organization to get their purpose across to the people.

CRITIQUE

The following characteristics of the print advertisement have been analyzed so as to critically evaluate it.

TARGET AUDIENCE

WWF basically targets the whole community across the globe to help protect the endangered species from dying out.

COMMUNICATION OBJECTIVE

The objective of this print advertisement is to portray that the choice of saving or endangering those species lies on the hands of the people and that everyone can play a part in making a difference.
 

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POSITIONING STATEMENT AND KEY MESSAGE

WWF’s positioning statement or key message is “for a living planet” and their aim is to “build a future where people live in harmony with nature”.

COMMUNICATION MIX

There are several communication strategies that WWF has adopted. They rely on advertising, using the print media and electronic media to get their message across.

EVALUATION

This print advertisement represents the fact that the whale, other animals and nature are now being under and that the choice of saving their lives is in the hands of the people. This print advertisement is an effective means of getting their message across.

OBJECTIVES

The long and short term objectives of the retailers is to build their brand name, ensure customer loyalty, and increase the inflow of customers and to increase the sales of their brand.
The objectives of the manufacturers are to build a better relationship with their retailers and their suppliers of raw materials to get better deals.

PRODUCT LINE FOCUS

The retailer would be selling different products at one point in time either to the same group of customers that represent a similar need to gain that product or different product brands that have the same function.
For a manufacturer, a product line would entail selling their brand of products from the same outlet to different retail outlets.

TARGET MARKET FOCUS

The retailers concentrate more on their customers who purchase their products so as to ensure customer loyalty.
The manufacturers on the other hand need to focus on the retailers or distributors as their target market because the retailers would ensure the profitable selling of their products.

GEOGRAPHIC FOCUS

The retailers mostly focus on such geographic locations that are nearer to the people or are in a central location whereby the customers’ needs of easy accessibility are catered to.
The manufacturers on the other hand mostly prefer such locations that are in the hub of an industrial unit so as to get better deals and discounts.
To better manage these relationships, some common factors have been ascertained. These common factors are establishing trust, loyalty and to work in an effective manner by managing time constraints well. Therefore the marketers can work on improving the level of loyalty and trust that exists in the various distribution channels and by managing time effectively so as to get the good to the customer in time.

 
COCA COLA

CUSTOMER SATISFACTION STRATEGIES

Coca Cola is a leading brand for carbonated drinks and has employed several means of ensuring the satisfaction of their customers through various strategies possible. Their main strategy in order to gain customer satisfaction is to build their image and promote their brand by focusing on providing sustained quality to the people and by ensuring that the customers world wide receive satisfaction through ease of accessibility of their drinks and products.
Therefore, a strong brand image is significantly co-related to brand loyalty. Hence the more consumer demands are catered to and have been satisfied, the more such consumers will be attached and attracted to a brand. Therefore they would then remain loyal to the brand as well.

CUSTOMER RETENTION TACTICS

Coca-Cola’s customer retention tactics revolve around improving their brand image which is also further enhanced through the use of effective advertising campaigns and marketing strategies carried out by the company. Such techniques result in reminding the customers as to the sustained quality of the product and of the advantages they can reap by staying loyal to the brand. This results in the corporation being able to expand its customer base by satisfying their customers and inducing loyalty amongst them by meeting their needs.

RELATIONSHIP MANAGEMENT STRATEGIES

To establish an effective relationship between their employees and customers, the organization works hard to build its branding strategies as the essential ingredient to strong brands are increasing sales and increase revenues.
In addition to this, Coca-Cola has achieved such success by building a brand that has managed to increase and sustain sales by attracting, retaining and inducing the best human capital. This they have done by investing in employee relations and customer relation management. The strategies that have rendered Coca Cola a success revolve around them providing benefits and opportunities to their employees and by sustaining their brand image in the eyes of the customers.

IMPROVEMENT OF SUCH PRACTICES

The organization could better improve their practices by ensuring that their quality levels are sustained and that their brand is recognized globally. Moreover, the company needs to sustain their sales growth and retain customer loyalty in the face of fierce competition from its competitors.

REFERENCES

Coca Cola. (2011). Retrieved from Coca Cola: http://www.thecoca-colacompany.com
DZINE PRESS. (2010). Retrieved from http://www.dzinepress.com
Whow we are: WWF. (2011). Retrieved from WWF: http://www.worldwildlife.org/who/
WWF. (2011). Retrieved from WWF: www.wwf.org

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