Q.

1: Name and state the communication tool used by the marketer in the above case to
improve its image.

Answer:
(a) In the given scenario, ‘Public Relations’ is the communication tool used
by the company to restore its good image. The sole purpose of Public
Relations is to create and maintain cordial relationship of the company with its
stakeholders, customers and lenders. Such positive public relations of the
company are key foundations for its survival and growth.

Role of Public Relation:

 Press relations: PR department is in contact with the media to present the

organization’s picture in a positive manner in the press.

 Product publicity: PR department management the sponsoring of sports

and cultural events to create publicity of the new products to be launched.

 Building corporate image that affects favorably on its products e.g., upkeep
of parks and gardens, sponsoring sports and cultural events.

 Lobbying: It involves dealing with legislators and government officials to

promote or defeat legislation and regulation.

 Helps in facing adverse publicity.

 Counseling the top management to contribute money and time to certain causes like
environment children’s right, education, etc.

 It allows the organization to attain its goals in a hassle-free manner without constantly
worrying about its public image.

 It assists the organization in creating and maintaining a market for its product among
consumers, thus increasing its brand loyalty among consumers.

 Public Relations among the stakeholders and consumers also allow an organization to
survive in the business in the long run and deal with its new potential competitors
effectively.

 It also complements the promotional ventures undertaken by the organization to

increase its customer
Q2.What are the reasons for dissonance in the minds of the consumers? How would an
organization use the theory of Marketing to regain the confidence of the consumers?

Answer:

 Dissonance in marketing causes a conflict or tension within a consumer

considering a product purchase. This is usually an uncomfortable feeling for the
consumer and usually leads to the buyer taking her money elsewhere or
experiencing remorse over the purchase. Marketers seek to eliminate
dissonance and encourage positive emotions when purchasing their products.
This leads to longer-lasting business relationships and raises the chances of
repeat purchases in the future.

 Dissonance is the lack of harmony or a feeling of discomfort. In the given

case, the primary reason for dissonance of the consumers was the
lack of backend or after sales services of the water company. Since
the consumer did not feel comfortable and had remorse due to lack of
services, they might have had conflicts with the company and also the
consumers might invest their money in a different product which is more
consumer-friendly.

 In such tense times, the marketing strategy to be used by the company is

to make use of the PR or Public Relations team. The PR team should be
able to give a positive outlook to the products in the public by using the
media or other publicity services.

 The PR team should become the communication tool to gain the

confidence of the public, the stakeholders, and the distributors and should
increase the loyalty of the company towards them. Also, promotional
ventures can be taken up by the company to promote their products and it
will increase the consumer base.

Q3.What are the tools available to measure the impact of marketing strategies? Take
the reference of the above case to support your answer.

Answer: Marketing strategy is the marketing logic by which the business units
hopes to achieve its marketing objectives. The various tools available to measure
the impact of marketing strategies are as under:
1. Market Segmentation
2. Target Marketing
3. Market Positioning
4. SWOT Analysis

1. Market Segmentation: Market segmentation is the process of dividing a

market into distinct groups of buyers with different needs, characteristics,
 or behavior who might require separate products of marketing programs.
A market segment consists of consumers who respond in a similar way to
a given set of marketing efforts.

2. Target Marketing: Target Marketing involves evaluating each market

segment’s attractiveness and selecting one or more segments to enter.
Target segments that can sustain profitability should be chosen.
Alternatively, a company might choose to serve several segments-
perhaps those with different kinds of customers but with same basic
wants.

3. Market Positioning: Arranging for a product to occupy a clear, distinctive,

and desirable place relative to competing products in the minds of target
consumers. Process begins with differencing the company’s marketing
offer so it gives consumers more value.

4. SWOT Analysis: SWOT Analysis is an overall evaluation of the

company’s :

(a) Strength(S): Internal capabilities that may help a company reach its
objectives.
(b) Weaknesses (W): Internal limitations that may interfere with a company’s
ability to achieve its objectives.
(c) Opportunities (O): External factors that the company may able to exploit to
its advantage.
(d) Threats (T): Current and emerging external factors that may challenge the
company’s performance.

Thus, we can say it in other words that identification of SWOT is important

because they can inform later steps in planning to achieve the objective.