MAR036-6 Assessment 1

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MAR036-6 Assessment 1 Brand Communication and Reputation Management 1 | P a g e

Table of Contents Introduction .............................................................................................................................. 3 Business from the live projects ................................................................................................ 3 Communication mix works for the brand .............................................................................. 3 Company communicating at the moment and reinforce the brand ........................................ 5 Extend the communication mix across .................................................................................. 6 Learning and Recommendations ............................................................................................ 7 Purpose based approach to the brands product ethos, vision and service .............................. 7 Communicate this to audiences and stakeholders .................................................................. 7 Measures of success for these approaches ............................................................................. 8 Conclusion ................................................................................................................................. 8 References ................................................................................................................................. 9 2 | P a g e

Introduction In order for an organisation to modify its existing communication or explore novel approaches for disseminating its message, it is imperative to initially furnish the target market with cohesive stimuli that will effectively elicit the desired reaction. This paper aims to analyse the marketing efforts of Trixski Ski Carrier and propose recommendations for enhancing the brand's message, communication, and identity in print and broadcast media. The subsequent phase involves the establishment of guidelines. The subsequent phase of the study will investigate the purpose-driven strategies employed by firms, including their approaches to stakeholder and consumer communication as well as their methods of assessing their own performance. Business from the live projects Communication mix works for the brand Family and friends nickname me Trixie, therefore in 2017 started the company trixski with a bright buddy to promote and sell ski equipment. The first production run of trixski Ski Carriers has been completed. A lightweight and compact system that makes transporting skis and poles a breeze. The response that year at the Ski Show was really positive. The next difficult task was to locate complementary items that also Make It Easy ( Wæraas and Dahle, 2020). After some development and collaboration with three other businesses, trixski will release fifteen goods for the 23/24 ski season, all of which make It Easy. The marketing mix of trixski Ski Carriers is shown below-  Product Trixski Ski Carriers conducts an analysis of the market and client preferences to determine the feasibility of meeting their customers' expectations using their existing and prospective resources. Trixski Ski Carriers manufactures its products with the primary objective of maximising customer pleasure. The product development process is influenced by several critical elements, including the customer value proposition, regulatory requirements, the experience and resources of Trixski Ski Carriers, the potential for distinctive positioning, and the overall profitability ( Westermann and Forthmann, 2021). Once a transaction has been completed, a number of decisions need to be made in order to facilitate the provision of services. The options encompassed in this selection comprise price strategies, promotional techniques, channel management practises, and the establishment of a tangible infrastructure. 3 | P a g e

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 Price The foundation of pricing strategies is in the manner in which customers perceive the worth of a product or service. Within the framework of demand elasticity and under conditions of competitive market dynamics, this elucidates the methodology for assigning a monetary worth to both intangible and tangible advantages. Trixski Ski Carriers may employ a market entry strategy including the introduction of a product at a price point that yields little or negative profit margins ( Vodák et al., 2019). Due to the willingness of consumers to pay a premium for established brands, Trixski Ski Carriers has the opportunity to establish higher pricing for select skis within its product portfolio. Providing a balanced compromise between cost and excellence in both the products and the services rendered. If a more simplified iteration of the product is introduced, buyers will have the opportunity to familiarise themselves with it at a cost that is within their financial means. The employment of this method is frequently observed in the practises of GoPro ( Tulbure and Popescu, 2023).  Place The term "channel" is employed to delineate the many methods via which Trixski Ski Carriers engages in advertising and sales activities for its products. Distribution and marketing channels serve numerous objectives, including but not limited to ensuring product quality, optimising logistics operations, offering a diverse range of products across various product lines in terms of breadth, length, and depth, facilitating customization options for customers at the point of purchase, enhancing consumer accessibility to products, and providing education and information to buyers ( Lee, 2019). When customers engage with a company's novel offers, they experience an increase in their trust and reliance on that particular brand. Trixski Ski Carriers has unparalleled expertise in the development of mutually advantageous procedures for both the company and its channel partners.  Promotion Trixski Ski Carriers has several means at its disposal for communicating with its customers. The purpose of these tools is to educate consumers about the product, including where to get it, how to use it effectively, and any unique selling points. Potential clients of Trixski Ski Carriers may be contacted by email as part of the company's direct marketing strategy. Trixski Ski Carriers may be able to better target its email marketing campaigns and appeal to its most probable consumers if it gathers enough data from its kiosks, trade marketing initiatives, and customer surveys ( Tieman, 2020). Search engine marketing's popularity has 4 | P a g e

skyrocketed over the past 15 years as a technique of reaching customers via adverts tailored to their specific interests and online behaviours. Similar to email marketing, this strategy narrows in on those who have shown an interest in a product by actively seeking more information about it online. PESO model  Paid Media- Paid media encompasses many forms of advertising, such as search adverts, display ads, and boosted social media posts, which are strategically disseminated to targeted audiences in exchange for monetary compensation of Trixski Ski Carriers.  Earned media- The phenomenon referred to as "word of mouth" entails the dissemination of good ideas about a product or service through informal channels, without any financial compensation ( Gómez-Rico et al., 2023). This form of exposure yields advantageous outcomes for the firms involved. One example provided is the extent of media attention received by a widely recognised brand.  Shared media- Certain forms of user-generated material sourced from publically available media can also meet the criteria for qualification. Media examples encompass the act of disseminating captivating and innovative content on the social media platform known as Instagram for Trixski Ski Carriers.  Owned media- Self-generated content might be described as an alternative term for this concept. Owned media refers to the digital platforms that brands possess and control, such as their Trixski Ski Carriers websites ( Doorley and Garcia, 2020). These websites frequently include industry-specific blog articles, exemplifying the utilisation of owned media by brands. Company communicating at the moment and reinforce the brand The Trixski ski carrier is a rudimentary webbing strap that has been specifically engineered to facilitate the transportation of skis during off-piste activities. The ski bindings are affixed to a straightforward shoulder strap. The Trixski is a suitable solution for anyone seeking skis that possess the capability to securely connect together. In the realm of mobility, skis possess an autonomous nature, rendering them a valuable tool for individuals such as myself ( Medina Aguerrebere et al., 2022). The utilisation of wide Velcro tabs facilitates the process of attaching the device, but with a certain degree of difficulty, particularly in situations of heightened stress within a crowded 5 | P a g e

elevator and while handling the gadget without any protective covering on the hands. According to the guidelines provided by the manufacturer, it is necessary to remove the product prior to its storage outside ( Kream and Jerdan, 2023). This constraint restricts its utility to the periods of morning and evening when individuals are commuting to and from the lifts. Once properly secured, skis and poles may be transported in a vertical position without the possibility of accidental dropping. When the bag is worn on a single shoulder, it typically requires manual support to prevent it from sliding off. Contrary to the assertions made by the manufacturer, it is evident that the length of the strap is insufficient for wearing it in a cross- body manner. The ability to transport two pairs of skis simultaneously can be achieved by acquiring an additional strap set ( Saura et al., 2019). Although there are situations when this approach might be advantageous, its practicality is somewhat constrained by the increased work and weight associated with suspending two pairs of skis from a single point. Extend the communication mix across The increasing carbon impact may sway consumers towards Ski Carrier services, or vice versa. When that happens, everybody wins. This implies that we will also be promoting the campaign on radio and television. A larger audience might be reached through the usage of social media sites like Facebook and Twitter . If this sort of marketing is utilised to its fullest potential, information may be conveyed rapidly and simply through a number of channels. Some of the user-generated content included under Shared media may qualify if the criteria were modified to include that section ( Singh et al., 2020). Given the current degree of brand familiarity, this may be doable. Since the company's principal advertisements try to dissuade customers from using the company's products or services , the firm's PR operations , which allow customer participation in brand marketing, are the sole instrument available for developing the brand's reputation. One type of marketing that involves direct communication between consumers and merchants. The firm recommends its customers create in-game avatars of their favourite sports stars so they can easily recognise them ( Singhal, 2020). The public will be made aware of this change. It's possible that the effects of brand promotion and social media amplifying this situation. As a result, viewers had a far better understanding of the company after watching the advertisement. 6 | P a g e

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Learning and Recommendations Purpose based approach to the brands product ethos, vision and service  Ethos Purpose-based marketing, in my opinion, is a subfield of public relations in which businesses intentionally direct their efforts towards solving a social problem that is both central to their mission and consistent with their core beliefs. Marketers use the umbrella term "purpose- driven marketing" to describe a wide range of strategies aimed at building trusting relationships with customers by responding to problems that affect people from all walks of life. Historically, CSR efforts have been misunderstood as gratuitous giving rather than calculated moves designed to increase a company's bottom line through increased brand awareness and product sales ( Marin and Nilă, 2021).  Vision It seems that the ads' primary goal is to pique viewers' interest in the items by way of an exciting story. However, many in the marketing industry still view this approach as a "lower funnel" or "risky" one. The public often draws parallels between media moguls, believing that both are reluctant to promote their businesses overtly. There is a stark contrast between the sophisticated setting and the advertising's uncomplicated style ( Golob et al., 2020). Implementing stricter norms has been shown to boost business and satisfaction with customers for the foreseeable future.  Services The trixski carrier is a practical way to bring skis on a trip to Austria, Aspen, or St. Anton. Customers were polled in a recent survey. One recurring need was that the design makes wearing the gear as quick and painless as possible, allowing the user to go to the ski lift or the slopes as soon as possible. It is preferable to make something that lasts for more than one season without breaking instead of something that breaks on the first try. To reword, "Make it easier to put on the carrier ( Lu et al., 2019). I would rather not have to waste time fiddling with the straps, which defeats the purpose of the carrier." Communicate this to audiences and stakeholders Between the scenario analysis and the actual execution of communication for behavioural and societal change, a plan centred on consumers and stakeholders must be developed. Based on 7 | P a g e

the current state of these procedures, a detailed written plan will be developed outlining the exact steps that must be taken in order to achieve the goal of the behaviour change message. A Brand Touchpoint Wheel audit may be used to check for brand consistency across platforms and departments. A visual depiction of the interdependencies between the company's brand and its many internal and external constituents (Wæraas and Dahle, 2020). A session that actively solicited input from Brand Touchpoint Wheel consumers would attract a wider audience than simply the informal network of the core team. Measures of success for these approaches These specialist methods were put through their paces using a wide variety of testing and evaluation methods, including continuous monitoring, data analytics, and web-based assessments. This clearly demonstrates the need for cooperative effort between firms and customers to develop more environmentally friendly purchasing practises. Each participant agrees to use care in carrying out their responsibilities and to respect the standards established by the other participants. Companies still have faith in their customers even though there is little evidence of their loyalty or abilities ( Lee, 2019). Research of this nature can help businesses plan for the long-term success of novel product releases and marketing initiatives. Consequently, the success of the enterprise is increased. Consequently, this will improve business profits. Conclusion The findings of the report indicate that the outcomes of public relations activities, which companies commonly utilise as part of their marketing efforts, may substantially assist in evaluating the efficiency of various methods for examining the growth of company in a certain industry. The study provides recommendations for how to approach the message and helps reinforce the brand identity. The PESO approach, which divides marketing channels into four classes—paid, earned, shared, and owned—is applied here. After that, the research delved into how brand strategies may be evaluated, various consumer communication channels, and strategies depending on a company's overarching objectives. 8 | P a g e

References Doorley, J. and Garcia, H.F., 2020. Reputation management: The key to successful public relations and corporate communication . Routledge. Golob, U., Davies, M.A., Kernstock, J. and Powell, S.M., 2020. Trending topics plus future challenges and opportunities in brand management. Journal of Brand Management , 27 , pp.123-129. Gómez-Rico, M., Molina-Collado, A., Santos-Vijande, M.L., Molina-Collado, M.V. and Imhoff, B., 2023. The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries. Current Psychology , 42 (15), pp.12711-12727. Kream, E.J. and Jerdan, K., 2023. Digital brand building and online reputation management in dermatology. Clinics in Dermatology . Lee, J.W., 2019. Organizational usage of social media for corporate reputation management. Becker, Kip , pp.231-240. Lu, J., Ren, L., He, Y., Lin, W. and Streimikis, J., 2019. Linking corporate social responsibility with reputation and brand of the firm. Amfiteatru economic , 21 (51), pp.442- 460. Marin, G.D. and Nilă, C., 2021. Branding in social media. Using LinkedIn in personal brand communication: A study on communications/marketing and recruitment/human resources specialists perception. Social Sciences & Humanities Open , 4 (1), p.100174. Medina Aguerrebere, P., González-Pacanowski, A. and Medina, E., 2022. Online reputation management in Spanish cancer patients’ associations: a proposal model. Saura, J.R., Herráez, B.R. and Reyes-Menendez, A., 2019. Comparing a traditional approach for financial Brand Communication Analysis with a Big Data Analytics technique. IEEE access , 7 , pp.37100-37108. Singh, J., Crisafulli, B. and Xue, M.T., 2020. ‘To trust or not to trust’: The impact of social media influencers on the reputation of corporate brands in crisis. Journal of Business Research , 119 , pp.464-480. 9 | P a g e

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Singhal, M.P., 2020. A Study on prevalence of online PR techniques with reference to reputation Management. Tieman, M., 2020. Measuring corporate halal reputation: A corporate halal reputation index and research propositions. Journal of Islamic marketing , 11 (3), pp.591-601. Tulbure, A. and Popescu, A., 2023. Maximizing The Value of Linkedln for Employer Branding and Reputation Management of Small Businesses. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences , pp.47-56. Vodák, J., Cakanova, L., Pekar, M. and Novysedlak, M., 2019. Influencer marketing as a modern phenomenon in reputation management. Managing Global Transitions , 17 (3), pp.211-220. Wæraas, A. and Dahle, D.Y., 2020. When reputation management is people management: Implications for employee voice. European management journal , 38 (2), pp.277-287. Westermann, A. and Forthmann, J., 2021. Social listening: a potential game changer in reputation management How big data analysis can contribute to understanding stakeholders' views on organisations. Corporate Communications: An International Journal , 26 (1), pp.2- 22. 10 | P a g e

MAR036-6 Assessment 1

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