IMC and Customer Satisfaction

[Name of student]

[Name of institute]

IMC and Customer Satisfaction

Introduction

Maxi is a chocolate company that has different product lines of chocolate. The company believes in producing quality oriented chocolate ensuring great taste. Maxi is a new company in its growing stage. The company has products that constitute vitamins through the usage of nuts, fruits and calcium. The company also markets itself, as one the few companies which make use of quality Milk and Cocoa Powders.

Discussion

Advertising Strategy

Maxi's advertising strategy is basically customer driven which means that the target audience is the high ends customers. Since the company makes use of quality product so in the same way its advertising strategy is there to bring high end customers. The company will be targeting the market on the basis of creating a unique position in the market. That is the company will show itself in the market as a chocolate for health conscious people. This will not only promote chocolate amongst the elders of the country but also the parents will not stop their child from eating chocolates.

The company will be making use of direct selling in schools, colleges and universities. Programs will be run by the companies in which the positive affect of consuming Maxi chocolate will be promoted in the market. The advertising strategy of the company will be done in way that it brings all its employees and customers under one umbrella. The employees will be promoted to bring the brand ambassadors of the company. The organization will develop a process of marketing communication that will reach all its stakeholders and various customer groups that have been formed, i.e. to customers, distributors, suppliers, shareholders, public authorities and its own staff. Communication of the relevant advertising information to the employees will make them a part of a successful advertising plan (Lambin, 1995). This will be a mode of motivating the employees for the success of the overall marketing plan on the other hand the relationship between the customer and the company will build on the basis of trust. Through this advertising plan the employees will have the relevant roles described. They will be better able to communicate their message to the ends users. They will engage with the customer like at universities on the basis of emotion, gestures and other basic understanding tools.

Measuring effectiveness of Advertising

When it comes to the filling gaps amidst the perceived value and the expectations, the company will have a soft launch in a focus group and that will aid in analyzing the response. The focus group will consist of loyal chocolate eaters (Clow, 2006). Regular surveys will also be taken online via the survey oriented websites as well as its own social media pages whereby feedback will be asked by the customers. This will help the company in evaluating the success of its advertising strategy as well as the level of satisfaction the customers have with the product. The other method through which the success of advertising effectiveness can be measured is through the sales ...