Commercial Applications
Ms. Asha started a cosmetic business and tried to develop a positive image of her brand product towards her customers. With reference to this, explain any two methods of Brand Promotion implemented by Ms. Asha to increase brand loyalty among her customers.
Advertising
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Answer
The two methods of Brand Promotion that Ms. Asha can implement to increase brand loyalty among her customers are:
Advertising — Ms. Asha can use advertisements in newspapers, radio, TV, magazines, internet and social media platforms to promote her cosmetic brand. Through repeated advertisements, she can make her brand well-known among consumers. Attractive visuals, clear product benefits and regular reminders will help create a positive brand image and encourage repeat purchases.
Quality Control — Ms. Asha must focus on maintaining and continuously improving the quality of her cosmetic products. Brands continue to enjoy the confidence of buyers only when their quality is consistently maintained. By using safe ingredients and ensuring that her products deliver the promised benefits, she can satisfy customers and build long-term brand loyalty.
Other methods that Ms. Asha could also use include publicity (through news releases about new product launches), sales promotion (free samples, discounts, gift offers), and public relations (engaging with customers and resolving complaints quickly).
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CASE STUDY
Innovation and brand consultant, Anisha Motwani, believes that free trials or sampling as a strategy is mostly prevalent and successful in categories that have deep seated habits and have high frequency of consumption. Brand switching in this category require attitude and behavior changes and free sampling influences customers to try new brands and thus increasing the probability of purchase. Such categories could include newspapers, food products, etc. Free trials can also be found in case of expensive offerings where consumers prefer sampling before making a final commitment……
Success of Reliance Jio in the intensely competitive Indian telecom market brings forth the strength of trial marketing strategy, even in the service industry. Reliance Jio Infocomm Ltd offered free sampling of Jio’s voice calling, text messaging, and data services, and acquired stupendous 100 million subscribers, of which it continued to retain 72 million even after the free trial period ended.
Conventional wisdom suggests that brand that indulge in trials and discounts erode brand value. Here’s the reality though. People value brands. But people also seek value for money ……
Source:
https://www.ascdegreecollege.ac.in/wp-content/uploads/2020/12/Marketing-Management-Indian-Cases.pdfWith reference to the case study answer the following question:
With reference to the case study, explain the term Brand and its types.
Write a short note on informative advertising.