MARKETING INTELLIGENCE

Marketing Intelligence

[Name of the Institute]Table of Contents

Task 1: Relationship between Brand Loyalty, Corporate Image and Repeat Purchasing3

Task 2: Marketing Plan4

Task 4: Competitor Analysis7

Task 5: Swot Analysis8

Task 6: Customer Satisfaction Survey9

Task 7: Assessing Customer's Response11

Task 8: Report On Success Of The Survey13

References14

Task 1

Report on Relationship between Brand Loyalty, Corporate Image and Repeat Purchasing

Presented by:

13th January, 2013

Introduction

This report is addressed to the CEO of XYZ Fashion House. It basically defines brand, brand loyalty and corporate image. Then it evaluates the relationship between these concepts.

For ethical and privacy concerns, we are not revealing the name of the fashion retail house and it's CEO in this report.

Discussion

Brand

A brand is more than just a product under a label; it is the feel and image of the product that “connects” with the customer (What is Branding, n.d.).

Brand Loyalty

It refers to the faithfulness of customers towards a specific brand, in comparison to that brand's competitors. Customers who are brand loyal do not easily switch to other offers and exhibit faithfulness by making repeat purchases (What is brand loyalty, n.d.).

Corporate Image

It is the picture of a firm that is created into the minds of people, including both the corporation's employees and the general public. The image gets affected by the firm's policies, practices and operations (Define Corporate image at Dictionary.com, n.d.).

Relationship between Brand Loyalty, Corporate Image & Repeat Purchasing

The relationship between brand loyalty, corporate image and repeat purchasing depends on the whether the brand loyalty, corporate image and repeat purchasing is negative or positive. The three concepts are interrelated; that is, brand loyalty can be tested if repeat purchasing occurs, but not only when it does. It should be kept in mind that every repetitive purchasing incident does not denote loyalty. A customer may buy that particular product because it is convenient at that point, or due to lack of alternatives. This established, we can safely say that brand loyalty may also be present if repeat purchasing behavior does not occur due to situational constraints. Needless to say, if brand loyalty is positive, a positive corporate image is projected to the public.

Conclusion

Brand Loyalty, Corporate Image and Repeat Purchasing are correlated. If the customer is brand loyal, it may or may not reflect by repurchasing behavior. A positive corporate image is projected to the public by high brand loyalty, apart from the company's policies and procedures, which affect its employees.

Task 2

Marketing Plan

Executive Summary and Mission Statement

XYZ Fashion House is a small corporation in its early stages. It sells clothes and related accessories to individual customers. International customers are also being served through online orders and shipping orders.

The company is using a marketing mix in which changes in the product are brought in accordance with the results of the market survey that gets conducted regularly. The regularity of the survey ensures that changes in consumer choices and buying behavior are regularly being monitored. The company is currently applying penetration pricing strategy on most of its products. Exclusive stores are dedicated to the distribution of XYZ's ...