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Lecture 10 Budget โ $1 million budget in the first year of part B assignment Siva How? โ Talk to the customers โ Focus on attributes rather than โqualityโ โ Discuss what customers value โ Analyse systematically and rationally Outcomes โ Fit - a strong brand the customer is reassured by. Flexibility and adaptability to clients โ Relationship - longevity โ Responsiveness - timely response โ Knowledge - skills to do the job โ Quality - measuring standards โ Delivery - do what you say you will do
โ Risk - understand client risk and mitigate โ Performance - job is completed as promised and best practice applied using a customer centric lens โ Fit - process / people โ Relationship - partnerships โ Responsiveness - process โ Knowledge - people / product โ Quality - process / product โ Delivery - process / place โ Risk - process โ Performance - People / process / product / physical evidence โ You have to know the need of the customers Middle Eastern Cuisine โ Pomegranate kitchen โ Middle eastern cuisine โ Corporate market โ More expensive โ Refugee - not for profit โ โFresh, tasty Middle Eastern food lovingly prepared by cooks from a refugee backgroundโ โ Social enterprise โ Focuses on the skills former refugees can bring to NZ society โ People with refugee backgrounds involved at every level Background โ Typical issues of non for profits and social enterprise organisations is the lack of resources, time and money. Not breaking even and managers โdoing a million jobs at onceโ โ Social enterprise: a registered charity which operates like a business. Any profit made is returned to Pomegranate Kitchen โ Focuses on skills: important as often former refugees can be isolated in NZ with language difficulties and qualifications, experience that is not recognised here โ Catering for events and companies B2B Buying
Revised Strategy โ Produce content for use on PKโs social media, website and outreach which is both narrative and product focussed Customer Experience โ Increasing product orientation of their website content โ More images of food options and descriptions โ Personalising and increasing the experiential benefits in the catering experience โ Create a short promotional video to send out to potential clients โ Instagram Outcome โ Measurable difference in all key indicators โ Sales satisfaction Prepair โ Self love, healthy relationships, emotional abuse โ Focus on high schools โ New focus on women in university halls of residence โ Objective: provide depth of knowledge on the university environment โ Needs more information on women at university - their needs, experiences - to enable targeting of assistance โ Needs $1500 - designer and printer Outcome โ Created active engagement โ Created a meaningful experience โ Was creative and untraditional โ Resonated โ Measurable difference action What Does This Tell Us? โ It's not how much you are spending it's what you are spending on it โ It is about knowing the customer and their needs - its creating a relationship with your customers โ Being an ethical business can create a good public image
Public Relations & Publicity Public Relations โ Vital for any organisation provided โ Proactive โ Focused โ Organisation objectives โ Target markets โ Consistent messages โ Measured โ Honest โ Available Crisis? What Crisis? โ Too late to build relationships and reputation โ The bigger player is always at fault - you will be the bad guy โ What has happened? โ What is the fix? โ When will it be fixed? โ Accept blame when necessary โ Reject blame when it lies with others but donโt reject responsibility for the issue or the fix Building Reputation โ Objective - to be the authority โ Change - internal processes and attitudes โ Change - industry processes attitudes โ Leverage - internal skills and external partners (MoU and individuals) โ Leverage - grow relationship with the media โ Accept responsibility - always fronted โ Accept every issue as an opportunity โ Fight back when we had to Measuring Reputation Growth โ International feedback and respect โ Industry surveys and discussion (MoU) โ Media inquiries โ Student inquiries โ Parliament โ Industry movement to the new process
Determining Public Attitudes โ Why is the company so concerned with the publicโs attitudes? โ Attitudes may affect sales of the companyโs products โ No one wants to be perceived as a bad citizen โ Negative attitudes carry over to employee morale Establishing A Public Relations Plan โ A four step process for developing a public relations plan, underpinned by ethical and contingency considerations:
- Formative research on situation, organization and publics
- Strategy to establish goals and formulate action
- Tactics to choose and implement
- Evaluation of the program Advantages Of Public Relations
Disadvantages Of Public Relations Why Evaluate Public Relations? โ It tells what has been achieved through public relations activities โ It provides a quantitative measure of public relations achievements โ It is a way of judging the quality of public relations achievements and activities Measuring Effectiveness Evaluation Measures
Corporate Advertising โ Paid messaging to promote overall awareness of a company or enhance its image among a target audience โ Objectives: โ Create a positive company image โ Share the views on issues โ Boost employee morale โ Address investor questions โ Identify ownership of brands Types Of Corporate Advertising Advantages & Disadvantages Of Corporate Advertising
