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प्रश्न
A company was marketing 'water purifiers' which were very popular due to their quality and after sales services provided to the customers. The company was a leading company in the market and earning huge profit. Because of huge profits the company ignored the after sales services. As a result its relations with the customers got spoiled and the image of the company was damaged in the public. Top Management become concerned when the profits for the current quarter fell steeply. On analysis it was revealed that ignoring the after sales services was its reason. Therefore the company took all possible measures to protect and promote its favourable image in the eyes of the public. As a result the goodwill of the company improved in the society.
a. Name and state the communication tool used by the marketer in the above case to improve its image
b. Also explain role of the tool as identified in part (a).
A company was marketing 'Juicers' which were very popular due to their quality and after-sale-services prodded to the customers. The company was a leading company in the market and earning huge profits. Because of huge profits the company ignored the after sales, services. As a result its relations with the customers got spoiled and the image of the company in the public was damaged. Top management became concerned when the profits for the current quarter fell steeply. On analysis it was revealed that ignoring the after sales services was its reason. Therefore the company took all possible measures to protect and promote its favourable image. As a result the goodwill of the company improved in the society.
a. Name and state the communication tool used by the marketer in the above case to improve its image.
b. Also explain role of the tool as identified in Part (a).
उत्तर
(a) In the given scenario, ‘Public Relations’ is the communication tool used by the company to restore its good image. The sole purpose of Public Relations is to create and maintain cordial relationship of the company with its stakeholders, customers and lenders. Such positive public relations of the company are key foundations for its survival and growth.
(b) Importance of Public Relations can be highlighted as follows:
1. It allows the organisation to attain its goals in a hassle-free manner without constantly worrying about its public image.
2. It assists the organisation in creating and maintaining a market for its product among consumers, thus increasing its brand loyalty among consumers.
3. Public Relations among the stakeholders and consumers also allows an organisation to survive in the business in the long run and deal with its new potential competitors effectively.
4. It also complements the promotional ventures undertaken by the organisation to increase its customer base.
