Pr and marketing effort to improve the company image

 PR and marketing effort to improve the company image.
Be a DM!: Outback
 Confirm if the priorities in the current service match with consumer preferences
 Are any of the customer preferences currently ignored by outback?
 Benchmark with competition on each of these items
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 Make improvements based on gap analysis with the competition.
 Convey the new image to the customers through PR and Ad campaigns.
Be an MR!: Outback
Consumer preferences for casual restaurants:
1. Food (taste and presentation)
2. Location
3. Music (choice of music varies based on demographics)
4. Friendly service
5. Parking
6. Waiting time
Mail/Mail panel/Fax
Advantages :
 Cheap
 Low social desirability bias
 No field force problems or interviewer bias
 Moderate/high quantity of data
Disadvantages :
 Low speed (except fax)
 High rate of non-response
 Non response bias
 Low sample control
Out of the 3 methods, I will choose mail panel as it does away with many of the disadvantages,
assuming that the budget is not a constraint.
Be a DM!: Harley Davidson
Brand image (HD) can be used to increase market share in a variety of ways:
 Identify that the perceived image is different from the image the company wants to portray
 What are the positive perceptions?
 What are the negative perceptions?
 What are the perceptions about competition?
 What perceptions are affecting sales positively and negatively across brands?
 Does the perception match reality? (does the company want such a match?)
 Is it desirable to re-orient consumer perception of the brand?
Be an MR!: Harley Davidson
1. Harley Davidson customers do not just buy a motorcycle, but a community and an image.
2. Harley's brand image, with its free-spirited, rebellious associations, helped to re-fortify the
company over the past two decades.
3. Customer friendly, high degree of customization
4. A symbol of American nationality
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5. For baby boomers hoping to rekindle the passions of their youth.
6. Developing corporate mystique or image requires great attention to product features, pre-and post-
purchase service.
7. A strong organizational capability that promotes interdepartmental coordination and knowledge
sharing is equally important
In selecting a survey method, sample control is very important. If only motorcycle owners are to be
included, a telephone survey is recommended since the potential respondents can be efficiently
qualified.
Be an MR!: Disney
Selection criteria
 Opinion of kids (in case of families)
 Advertisements in TV and Magazines
 Promotional offers
 Proximity to other holiday attractions
 Affordability
 Distance of travel
 Location (beach, hills etc)
Yes, mechanical observation is suited for this purpose. It is very easy for Disney to install counters at
the gates or simply keep track of the tickets being issued using serial numbers.