Controlling or not controlling Your Brand
The shortlisted product is to provide catering solution to the customers. The
objective of marketing campaign is to generate awareness among 80 percent target
market during first year of marketing campaign. Overall marketing strategy will focus
on all marketing mix. Company will offer catering solution to the elite and middle class
people. Prices of the services will be high to medium range depending upon the
requirements of customers (Yoo & Bai, 2013). For example if customer want staff that is
trained at five star hotels, the charges will be higher; on the other hand if customer wants
only food preparation and serving at the facility, the charges will be less. Integrated
marketing communication message of the company will be “we believe in delivering
delightful experience to our customer by making their occasions unforgettable through
our excellent, customized and innovative services”.
Tim Leberecht said that hyper-connectivity & transparency clearly display the
behaviour of the companies. Hence, companies should remain true to themselves in
order to achieve sustainability. According to Tim, it depends upon companies how much
control they want to give to the employees and customers. However, they should remain
humble, open, and human. Companies should explore all possibilities to achieve
sustainability (Leberecht, 2012). Other marketing strategies emphasizes on product
differentiation or low-cost strategy to attract customers. However, Tim suggested
philanthropist approach to attract customers.
The approach suggested by Leberecht can applied to catering company by
serving to the needs of community and people (Kang et al., 2010). Catering company
provides full freedom to its customers to decide their menu items and suggest their
budget. Employees i.e. chefs, table service staff, and helpers are also free take initiatives
to serve customers in efficient manner. Catering company can look forwards to have
some program for community welfare in two to three years when business will be
making good profit. CSR activities are considered as good and effective way to develop
positive image of the brand among community members.
References
Kang, K. Ho, S. Leeb & C. Huh. (2010). Impacts of positive and negative corporate social
responsibility activities on company performance in the hospitality industry.
International Journal of Hospitality Management, 72-82.
Leberecht, T. (2012, June ). TED. Retrieved from www.ted.com:
http://www.ted.com/talks/tim_leberecht_3_ways_to_usefully_lose_control_of_your_r
eputation
Yoo, M. & Billy Bai. (2013). Customer loyalty marketing research: A comparative approach
between hospitality and business journals. International Journal of Hospitality
Management, 33, 166–177.