Good communications with internal stakeholders, such as employees, are also vital if, in the long term, successful favourable images, perceptions and attitudes are to be established. Internal communications can help not only to inform and remind/reassure but also to differentiate employees in the sense that they understand the organisation’s direction and purpose, appreciate what the brand values are and so identify closely with the organisation as a whole. If there’s a set of shared values then internal communications are said to blend and balance the external communications. Internal Communications ensures all staff are well informed of the new target segment (Tidal Women). Internal communications plays a very important role in developing
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Feedback on the strategy and products: Ideas can be sourced from the internal customer via an effective internal communications, by sourcing for ideas for market penetration, staff feel they have a stake in the success story of Tidal bank’s identified segment targeting. Oftentimes, the marketers or staff on the field aren’t the product developers, however, with an effective internal communications team, necessary adjustments can be made to the product/service suite, based on the field workers, this ensures customers’ feedback is taken onboard, thereby creating the perception of Tidal bank with the customers as a listening bank- improving the relationship between consumer and producers (Tidal bank).
Question 4b:
Tidal Bank offers different products/services both at the individual consumer level and at the organisational consumer level. Understanding the two distinct buyer behaviour will help Tidal bank better plan and work towards influence purchase. The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” — Peter Drucker
Organisational Buyer behaviour Consumer buyer …show more content…
Pull: the pull strategy is recommended to generate increased level of awareness of the new product to the new target segment. The aim of this strategy is to position tidal bank as the brand that caters for the aspiring independent woman. The promotional tools to be used will be mass-media advertisement that appeals psychological need of the average woman (the new target segment), this is followed through by direct marketing such as direct emails, coupled with sales promotion that compels the target segment to try any of the product within the suite. Sales promotion such as quarterly webinars on women empowerment, year-long women mentorship for young women; the purpose of this pull/position promotion strategy is to position Tidal women as the complete product/service for the aspiring
Feedback on the strategy and products: Ideas can be sourced from the internal customer via an effective internal communications, by sourcing for ideas for market penetration, staff feel they have a stake in the success story of Tidal bank’s identified segment targeting. Oftentimes, the marketers or staff on the field aren’t the product developers, however, with an effective internal communications team, necessary adjustments can be made to the product/service suite, based on the field workers, this ensures customers’ feedback is taken onboard, thereby creating the perception of Tidal bank with the customers as a listening bank- improving the relationship between consumer and producers (Tidal bank).
Question 4b:
Tidal Bank offers different products/services both at the individual consumer level and at the organisational consumer level. Understanding the two distinct buyer behaviour will help Tidal bank better plan and work towards influence purchase. The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” — Peter Drucker
Organisational Buyer behaviour Consumer buyer …show more content…
Pull: the pull strategy is recommended to generate increased level of awareness of the new product to the new target segment. The aim of this strategy is to position tidal bank as the brand that caters for the aspiring independent woman. The promotional tools to be used will be mass-media advertisement that appeals psychological need of the average woman (the new target segment), this is followed through by direct marketing such as direct emails, coupled with sales promotion that compels the target segment to try any of the product within the suite. Sales promotion such as quarterly webinars on women empowerment, year-long women mentorship for young women; the purpose of this pull/position promotion strategy is to position Tidal women as the complete product/service for the aspiring