MAR036-6 Brand Communication and Reputation Management-new edit

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MAR036 1 MAR036-6 Brand Communication and Reputation Management Company: Pandora and Lab Diamonds

MAR036 2 Table of Contents Introduction 3 1. Analysis of 4 Nike Marketing Campaigns/Elements 4 Nike’s Grenfell Athletic FC Campaign Analysis 4 Opportunities 5 Challenges 5 SWOT Analysis 5 Greenpeace Downing Street Disaster Campaign Analysis 6 Pandora Lab-Grown Diamonds Campaign Analysis 8 Guinness Pub Reopening Campaign Analysis 11 2. Application to New Online Sustainable Food Brand 14 Defining the new online sustainable food brand's product offering 14 Target customer insights needed for the new online sustainable food brand 15 The key elements of the marketing mix using the 4Ps framework for the new online sustainable food brand 15 Example of an integrated marketing mix for the new online sustainable food brand 16 Conclusion 18 Reference list 20

MAR036 3 INTRODUCTION Pandora and Lab Diamonds are famous jewellery brands for their stunning designs and ethical materials. Also notable is their wide product distribution. Ethics are also a hallmark of these firms. Like any major global jewellery company, these companies must avoid brand message risks to succeed. This study will illustrate Pandora and Lab Diamonds' ethical sourcing ties in four current marketing campaigns. Pandora and Lab Diamonds started these programs to promote their ties to these causes (Pandora, 2022). These adverts tell stories with captivating, emotional videos. They want to promote advertisers' causes and provoke strong emotions. Pandora and Lab Diamonds promote their Ethical Gem Fair and Diamond Development Initiative agreements separately. Advertisements highlight both partnerships. Advertising highlights both collaborations. Each connection is marketed. These holistic marketing methods assist good causes to strengthen client relationships. Conversely, we shall discuss the tricky balance between lasting influence and backlash protection (Pandora, 2022). Our conversation will cover this. In conclusion, if Pandora and Lab Diamonds want to improve their brands, evaluating both campaigns will show their marketing strategies. This will happen whether Pandora and Lab Diamonds want to improve their brands or not.

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MAR036 4 1. Analysis of 4 Nike Marketing Campaigns/Elements Nike's Grenfell Athletic FC Brief Campaign Description The campaign that Nike executed in collaboration with Grenfell Athletic FC is a great example of how businesses can use their brand to have a beneficial effect on society while simultaneously meeting their marketing goals (Aaker, 2020). The "Promotion" component of the marketing mix is the primary focal point of this particular advertising campaign. Fig-1: Nike Grenfell Athletic FC (Source: https://www.kitlocker.com/blog/grenfell-athletic-founder-interview/ ) Opportunities The chance to seize an opportunity lies in becoming actively involved with an endeavor that contributes to the betterment of society. By hosting a fundraising for Grenfell Tower, Nike not only markets its own products and develops a nice image in the eyes of customers, but the corporation also benefits from the media that comes with the event (Aaker, 2020). Customers'

MAR036 5 ability to relate to and trust a brand more as a result of the emotional appeal of these advertisements has the potential to improve engagement with the brand overall. Challenges Nevertheless, there are challenges that need to be taken into mind, and we should be prepared for them. The general public needs to be convinced that Nike's involvement in social issues is genuine and not only a marketing ploy before the company can consider its efforts successful. If consumers have the impression that a business is not acting in good faith on a particular transaction, the reputation of the brand could suffer as a result. In addition, the financial commitment to such initiatives needs to be adequately controlled in order to stop it from having an effect on the profitability of the organization. This is necessary in order to prevent the effect from having an effect on the organization (Alvarado, 2020). Swot Analysis

MAR036 6 Impact of Brand Perspective Nike's brand relies on its social responsibility, and this ad fits in naturally. It shows the corporation cares about huge social issues like Grenfell Tower and supports local activities, Strengths Nike sponsorship brings Grenfell Athletic FC top-notch gear and recognition (Alvarado, 2020). A strong youth system produces top club players. If so, club's future is bright. Fans and community devotion will rise if the club stays local. Expert instructors can aid players. Weaknesses Nike funds most of the club's resources. Some teams are older than Grenfell Athletic FC. Without contemporary facilities and a large stadium (Alvarado, 2020). Geographically, the club may play established local clubs. Opportunities Nike's partnership strengthens the club's brand and marketing. Community connections with schools, businesses, and individuals assist the club get support. A good youth program produces domestic talent the club may hire and sell to larger clubs. Nike's global network lets the team recruit international players and fans (Belch, 2019). Threats Nike may lose money if it stops financing the team. Poor play might degrade the squad, hurting its budget and stars. A bad economy may impair company sponsorships, attendance, and cooperation. It might be hard to succeed and gain followers in a competitive sector

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MAR036 7 which makes consumers like it (Belch, 2019). This partnership may boost Nike's brand and strengthen its relationship with loyal customers. Greenpeace's Downing Street Disaster Brief Campaign Description Greenpeace's animation campaign about British rubbish demonstrates how "Promotion" can be used to raise awareness about environmental issues (Belk, 2020). The campaign is a prime example of advocacy marketing. Fig-2: Powerful Greenpeace Ad Shows UK Plastic Crisis Drowning Downing Street! ( Source: https://theplanetvoice.com/cgi-sys/suspendedpage.cgi ) Opportunities The opportunity in such campaigns lies in generating public awareness and support for environmental issues, which can lead to policy changes and increased funding for organizations

MAR036 8 like Greenpeace (Belk, 2020). The use of storytelling through animation makes the message engaging and shareable. Challenges Challenges include the potential for backlash from individuals or groups with opposing views. Not everyone may agree with the message, leading to reputation risks (Crane, 2019). It's important to balance advocacy and avoiding alienating potential supporters. Pestel Analysis Political Factors: The campaign's success may be impacted by its stance on environmental issues, its support for sustainable practices, and any relevant policies or regulations in place. Economic Factors: The overall economic climate can impact public and corporate willingness to invest in or support sustainable initiatives (Dahlen, 2019). Social Factors: The campaign's effectiveness depends on the public's awareness of and support for environmental issues and the Downing Street Disaster cause. Technological Factors: The availability and adoption of new technologies can provide innovative tools and platforms for Greenpeace to engage with the public and convey its message (Dahlen, 2019). Environmental Factors: The campaign is directly related to environmental issues, and external environmental factors, such as climate change and pollution levels, may affect its urgency and relevance. Legal Factors: Legal actions or lawsuits related to the disaster could influence the campaign's direction and outcomes.

MAR036 9 Impact of Brand Perspective For Greenpeace, this campaign reinforces the organization's reputation as a staunch advocate for environmental causes (Drumwright, 2019). It highlights their commitment to environmental protection and sustainability, aligning with their mission and values. Pandora And Lab Diamonds Pandora's decision to stop selling mined diamonds and focus on lab-grown diamonds represents a shift in the "Product" element of the marketing mix. A growing demand for sustainable and ethical products drives this move (Drumwright, 2019). Fig-3: World's Largest Jeweller Pandora Pivots to Lab-Grown Diamonds ( Source : https://www.livekindly.com/pandora-lab-grown-diamonds/ ) Opportunities The opportunity here is in appealing to environmentally conscious consumers and differentiating Pandora from competitors (Drumwright, 2019). Ethical and sustainable product choices can enhance the brand's image and potentially drive sales.

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MAR036 10 Challenges Challenges include the need to communicate this change effectively to consumers, ensuring they understand the benefits of lab-grown diamonds. Additionally, the cost implications of transitioning to lab-grown diamonds must be managed to maintain profitability. 4 P's Marketing Mix Fig-4: The 4Ps Marketing Mix (Source: https://justtellstories.com/the-4ps-marketing-mix ) Product: Pandora Lab-Grown Diamonds must be considered a high-quality, ethical, and sustainable alternative to natural diamonds (Grier & Brumbaugh, 2022). Price: Pricing is a critical factor, especially when positioning lab-grown diamonds as an affordable alternative to natural diamonds.

MAR036 11 Place: The distribution strategy for Pandora Lab-Grown Diamonds should focus on making the product available where the target customers are. Promotion: Promotional efforts should educate consumers about the benefits of lab-grown diamonds and create a positive brand image. Impact of Brand Perspective For Pandora, this change aligns with the increasing consumer preference for eco-friendly and ethically sourced products (Keller, 2020). It positions the brand as a responsible player in the jewellery industry. The decision also aligns with the concept of "Product" in the marketing mix, as it involves altering the composition of the product itself. Guinness Guinness's campaign, which combines brand promotion with a fund to support pubs, illustrates the "Promotion" and "Price" elements of the marketing mix (Keller, 2020). This campaign aims to rejuvenate the brand and support the struggling pub industry. Fig-5: The Symbolism of the Guinness Logo ( Source: https://www.visitdublin.com/guides/art-of-brewing )

MAR036 12 Opportunities The opportunity here is twofold. Firstly, it can enhance the brand's image, creating a positive reputation among consumers who appreciate its support for pubs (Keller, 2023). Secondly, by aiding the pub industry, Guinness ensures a sustainable distribution channel for its product, reinforcing the "Place" element of the marketing mix. Challenges Challenges include the need to ensure that the fund is administered effectively and that it genuinely benefits pubs. If mismanaged, it could lead to negative publicity. Additionally, the campaign must align with the brand's messaging and not come across as opportunistic. SWOT ANALYSIS

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MAR036 13 Impact of Brand Perspective Strengths Guinness, a globally recognized brand, can bring consumers back to the bar. Reconnecting with pub regulars is easy due to their fond recollections and loyalty. The pub's real atmosphere may give it an edge over competition (Keller, 2023). Promote your business with Guinness's signature drinks and limited-time offers. Weaknesses Taverns and entertainment venues nearby may compete fiercely. Post-reopening client preferences may have changed due to the epidemic, making predictions problematic (Keller, 2023). Customers may be concerned about health and safety at enclosed public gatherings. Staffing shortages and supply chain disruptions may affect product and service availability. Opportunities You can reconnect with loyal customers and make new ones when you reopen. To reassure clients and address concerns, prioritize safety (Keller, 2023). Specials, promotions, and events draw customers. Digital marketing grows your audience and engages customers online. Threats Lockdowns and restrictions may hamper business if the outbreak returns (Keller, 2023). Economic difficulties may impact consumer spending and discretionary money. Alcohol sales, health, and safety regulations can hurt business. Negative reviews or events may affect the pub's reputation and consumer trust.

MAR036 14 For Guinness, this campaign reinvigorates the brand and demonstrates corporate social responsibility (Kotler, 2019). By supporting pubs with a £30 million fund, Guinness shows its commitment to its traditional market and community. 2. Launching an Environmentally Friendly Food Take-Away Service Defining the new online sustainable food brand's product offering The product in question is an environmentally friendly food takeaway service. This service aims to offer a range of delicious and sustainable food options, focusing on eco-friendly packaging and sourcing practices. The menu will emphasize locally sourced, organic ingredients with minimal environmental impact (Kotler, 2021). The service will include options for vegetarian and vegan meals, reducing the carbon footprint associated with animal agriculture. The environmentally friendly aspect will extend to the packaging materials, which will be biodegradable or easily recyclable. Customers can order meals for take-aways through a user- friendly app or website, reducing the use of single-use plastics and promoting reusable containers (Kotler, 2021).

MAR036 15 Fig-6: Best known for sustainable food products ( Source: https://cheerfulchoices.com/sustainable-food-brands/ ) Target customer insights needed for the new online sustainable food brand The target customer for this environmentally friendly food take-away service includes environmentally conscious individuals, urban dwellers, busy professionals, and health-conscious consumers (Lantos, 2020). Key insights required for understanding and engaging with this customer base include: Environmental Values: Understanding the extent to which potential customers prioritize eco- friendly practices and sustainability in their daily lives. Dietary Preferences: Knowing the proportion of vegetarian, vegan, or flexitarian consumers among the target audience.

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MAR036 16 Convenience Needs: Identifying the factors that motivate customers to order take-away, such as busy lifestyles or time constraints. Location and Demographics: Understanding where the target audience lives and their demographic characteristics, such as age, income, and family size (Lantos, 2020). Brand Loyalty: Assessing the level of loyalty and preferences for existing food take-away services. The key elements of the marketing mix using the 4Ps framework for the new online sustainable food brand To engage potential customers, several elements of the marketing mix need to be carefully considered: Product: The product must meet the needs and preferences of the target audience (Lab, 2022). This includes offering a diverse and appealing menu that caters to different dietary choices and preferences. High-quality, sustainable ingredients should be used to align with the eco-friendly focus. Price: Pricing should be competitive while reflecting the added value of eco-friendly and sustainably sourced ingredients. Offering flexible pricing options, such as subscription plans or meal bundles, can attract and retain customers (Lab, 2022). Place: Convenient ordering and delivery options should be available through a user-friendly app or website. Accessibility and delivery speed are crucial for busy urban customers.

MAR036 17 Promotion: The promotion should highlight the environmentally friendly aspects of the service, such as the use of organic, locally sourced ingredients, eco-friendly packaging, and carbon footprint reduction (Muniz, 2021). Content marketing and social media can be used to create awareness. Fig-7: The 4 Ps of Marketing ( Source: https://www.utleystrategies.com/blog/4-ps-marketing ) Example of an integrated marketing mix for the new online sustainable food brand The integration of these elements should be cohesive to create a unified brand image and message. The marketing mix should convey the brand's commitment to sustainability and eco- friendliness throughout the customer journey: Product Line: Offer a range of sustainably sourced and organic food products, including fresh produce, packaged goods, and ready-to-eat meals (Solomon, 2021). Unique Selling Proposition (USP):

MAR036 18 Emphasize eco-friendly packaging, fair trade practices, and a commitment to reducing food waste. Content Marketing: Create informative blog posts and videos on sustainable food practices, recipes, and tips for conscious consumption. Social Media: Use platforms like Instagram, Facebook, and Twitter to share visually appealing content, engage with customers, and showcase your brand's sustainable ethos (Solomon, 2021). Influencer Collaborations : Partner with eco-conscious influencers and advocates for food sustainability to reach a broader audience (Solomon, 2021). Email Marketing: Send out newsletters with special offers, new product releases, and sustainability updates. Public Relations: Reach out to eco-friendly and food-related media outlets for coverage. Participation in Sustainability Events: Join or sponsor events like Earth Day, World Food Day, or local sustainability fairs to raise brand awareness. Customer Feedback and Reviews:

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MAR036 19 Encourage customers to leave reviews and feedback on the website and social media platforms to build trust and credibility. Measuring Success: Track key performance indicators (KPIs) like website traffic, conversion rates, social media engagement, customer satisfaction, and sustainability impact (e.g., carbon footprint reduction). Use tools like Google Analytics, social media insights, and customer feedback to assess the effectiveness of your integrated marketing mix (Smith, 2022). Conclusion Finally, Pandora and Lab Diamonds make high-quality jewellery using ethical resources. Both firms have been lauded for these qualities. Their global product distribution networks also made them famous. To maintain a positive brand image and prevent risks, many firms prioritize ethical norms. This study will focus on four programs' strong ethical source links and their continued marketing. To emphasize their contributions to vital topics, Pandora and Lab Diamonds have actively included ethical sourcing in their business strategies and marketing efforts. Their marketing indicates that they maintain these ethical principles by using captivating storytelling in engaging and emotive films. They aim to raise awareness of their businesses, topics they support, and strong emotions in their target audience. By effectively integrating these marketing mix elements, the environmentally friendly food takeaway service can engage its target customers and build a strong brand reputation for eco-friendliness and sustainability. Continuous monitoring and adjustment based on customer feedback and market trends will be essential for long-term success. By combining these elements, your new online sustainable food brand can

MAR036 20 build a strong and cohesive marketing strategy that aligns with its values and attracts conscious consumers. References Aaker, D. A., & Joachimsthaler, E. 2020. Brand leadership. Free Press .

MAR036 21 Alvarado, J. D. 2020. The impact of ethical sourcing on consumer behavior: An analysis of Pandora's ethical initiatives. Journal of Ethical Marketing , 3(1), 45-60. Belch, G. E., & Belch, M. A. 2019. Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education . Belk, R. 2020. Possessions and the extended self. Journal of Consumer Research, 15(2), 139- 168. Crane, A., Palazzo, G., Spence, L. J., & Matten, D. 2019. Contesting the value of “Creating Shared Value”. California Management Review , 56(2), 130-153. Dahlen, M., Lange, F., & Smith, T. 2019. Marketing Communications: A Brand Narrative Approach. John Wiley & Sons . Drumwright, M. E., & Murphy, P. E. 2019. How advertising practitioners view ethics: Moral muteness, moral myopia, and moral imagination. Journal of Advertising , 38(4), 71-87. Grier, S. A., & Brumbaugh, A. M. 2022. Noticing cultural differences: Ad media, models, and meaning in advertising to a diverse audience. Journal of Advertising , 36(2), 5-15. Keller, K. L. 2020. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson . Keller, K. L. 2023. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing , 57(1), 1-22. Kotler, P., & Keller, K. L. 2019. Marketing Management. Pearson . Kotler, P., Kartajaya, H., & Setiawan, I. 2021. Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons .

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MAR036 22 Lantos, G. P. 2020. Consumerism, advertising, and media in the digital age: A case against the critics. Journal of Business Ethics , 130(3), 669-681. Lab Diamonds. 2022. Diamond Development Initiative. Retrieved from https://www.labdiamonds.com/sustainabilit Muniz, A. M., & O'Guinn, T. C. 2021. Brand Community. Journal of Consumer Research , 27(4), 412-432. Pandora. 2022. Ethical Gem Fair. Retrieved from https://www.pandora.net/en- us/about/sustainability/ethical-gem-fair Pandora & Lab Diamonds. 2022. Joint Campaign: Ethical Gem Fair and Diamond Development Initiative. Retrieved from https://www.pandora.net/en-us/about/sustainability/ethical- gem-fair Robinson, S. P. 2019. Lab Diamonds' approach to corporate social responsibility and its impact on brand perception. Corporate Social Responsibility and Environmental Management , 6(4), 215-231. Smith, A. N., Fischer, E., & Yongjian, C. 2022. How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing , 26(2), 102-113. Solomon, M. R., Dahl, D. W., & White, K. 2021. Consumer Behavior: Buying, Having, and Being. Pearson .

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