Qualitative research and questionnaire design Essay

Qualitative research and questionnaire design - Essay Example In its simplest sense, emotional branding pertains to that type of strategy which gives paramount importance to the emotions, most especially that of the consumers. Nowadays, members of the corporate world have recognized the importance of Corporate Branding. Big companies such as Victoria’s Secret, Coca-Cola, Godiva and Starbucks have all resorted to the use of emotional branding to attract more customers. Basically, emotional branding denotes one thing: that is, to place the customers at the core of the marketing strategy rather than focusing too much on the product (Berrada 2010; Gobe 2010). Pertinently, it is the goal of emotional branding to ensure the development of customer loyalty by making sure that the brand dominates its competitors with respect to the attention given by the customers (Travis 2000). Generally, emotional branding gives importance to the five senses of the consumers. Hence, advertisements focus on these, making sure that the customers connect not just with the product being advertised but to the brand as well. Hence, through emotional branding, the consumers are perceived to have the capacity to connect more to the brand. In this regard, the connection of the customers and the brand results to a greater profit for the company or manufacturer concerned (Gobe 2010; Taher 2006). The use of emotional branding then appeals to the internal aspect of the consumer. It is basically more concerned with the use of abstract concepts yet at the same time, yields to results that are concrete (Berrada 2010; Norman 2005). Evidently, not much research has been successful in determining why emotional branding results to customer satisfaction. It was considered as the marketing trend of the current generation (Gobe 2010; Passikoff 2006). Because of the competition dominating in the business arena, companies must not only tell their consumers what they need; instead, they must focus on the different reasons why the latter needs to obtain this (Desg rippes, Hellman and Gobe 2007; Norman 2005) This research generally focuses on emotional branding in the case of one of the most successful brands in the whole world: Starbucks. Undeniably, Starbucks has been considered as one of the most successful companies that have carried out the emotional branding strategies. Its products appeal to its consumers, enjoy high name recall, and finally, experience high degrees of customer loyalty (Gobe 2010; Mennen 2010; Passikoff 2006). In fact, Starbucks has been considered as the benchmark for mainstream coffee houses in view of its ability to market its products by promoting the social status that it gives. In this regard, this research draws on the perceptions of the customers of Starbucks with respect to aspects of emotional branding carried out by the corporation as well as the successfulness of the said strategies in the attainment of the following results: (1) appeal of the products to the customers, (2) high name recall, and (3) customer loyalty (Dorfmeister 2003; Gobe 2010). To attain the said objectives, this research employs the use of the qualitative approach to research, focusing on the use of the interviews in the form of questionnaires to obtain the pertinent data for this research. Literature Review Having established the main objective that this paper seeks to attain, this section then focuses on the review of pertinent literature with respect to emotional branding. Generally, this literature review focuses on three pertinent issues,

Communication Plan Case Study Example | Topics and Well Written Essays - 2750 words

Communication Plan - Case Study Example Reports have suggested that in the US, obesity rates have doubled since the last few decades. Approximately 65% of the overall adult population of the country falls into the category of overweight population. However, the situation is worsening day by day and has now reached an alarming stage. Several techniques have been tried and tested and hardly any of them has impacted or provided the desired results (Haberer 14). Considering this situation, marketers have also tried to utilize the opportunities of the US market. A number of companies involved in manufacturing and marketing of anti obesity drugs have emerged in the market and hence, the industry is becoming quite competitive (McDaniel 14). This report seeks to investigate the external business environment of the US and frame in marketing and communication strategies for the company, Cambridge Sciences Pharmaceuticals (CSP). The company has recently launched weight reducing drug names as Metabical. According to the pilot study ca rried out by the company, the drug is providing effective results. However, industry experts and eminent scholars around the world believes that a good product does not serve the purpose or fulfills the objectives of a firm, rather to get success a good product needs to have the support of good marketing and promotional campaign. The research paper will begin with a context analysis and the frameworks to be put into practice are PESTEL analysis and SWOT analysis. Context Analysis The context in which a business operates is crucial for a number of factors. The context not only influences the business decision of a company, but also plays a vital role in the operations of a firm. Hence, before devising the marketing plan, the study will carry out an in-depth analysis of the context in which the company operates. Apart from that the study will also enumerate SWOT analysis of the company. PESTEL Analysis Pestle is a strategic management tool by which a company analyses the external busi ness environment (Mills 14 -16). It stands for political, legal, environmental, economical, social and technological factors. The analysis is carried out below: - Factor Analysis Verdict Political The political factors of a country include the stability of the government, regulations of the environment, taxation policies, and Competition regulation and consumer protectionism among others. Almost each of these factors impacts the pharmaceutical industry. In the context of US, the government is stable enough and has always supportive to a new business and investments. However, the country is strict when it comes to the compliance of environmental condition. The recent health reforms have however led to an increased pressure on the prices of the products. It is obvious that compliance with the rules and regulation of a country is mandatory for a business, but along the same time it is also necessary that the company encompasses a strong internal policy to guide the operations of the fi rm. It has been found that most of the factors pertaining to the political situation of the country are favorable for doing pharmaceutical business in the country. The only cause of cause of concern is the strict regulation of government towards the maintaining the standard of the drugs and to ensure there are no side effects for consuming it. Therefore considering theses facts it is strongly recommended to the firm that they should ensure that the product maintains the standards and the promotional