Vets Now's New Brand: Winning Customers' Hearts & Minds - Essay Sample

Introduction

Based on the Vets Now case study, the failure of the original brand in the market has facilitated the adoption of the key-value measurement of brand equity. Vets Now's new brand strategy aimed at ensuring the brand quality which is the main hart of the organization full fills the organization's objectives and goals winning the heart of the brand which was emergency and critical care. Other than the previous brand which was in the subgroup that confused the customers, the current brad consolidated itself as a single brand. The brad also identified its principles which are used to inform all its branding as well as marketing communication. From the new brand image created by Vet Now, a reassuring and friendly voice chosen to use across all the communications, as well as the created new image of the brand, conveyed the main objective of the brand which offered a brand recognition by the consumers. The next strategy used by the new Vet now Brand included wide marketing in the website whereby intense marketing campaigns for the new product were exercised with clear defined sentiments such as Vets Now and Clinics to ensure the brand reach the customers at all point. The marketing strategy also involved different platforms which consisted of a mixture of traditional and digital tactics to ensure the main idea of the brand is understood by different diversity of customers.

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Why was it necessary for Vets Now to do such extensive customer research?

For any trader to understand his/her customers, he needs to conduct proper research. In the case of Vet Now, the aim of conducting an extensive was very important since; It would help him not to make an untrue assumption regarding the reason why people with a pet do not buy the vets' Now brand. Based on this research, Vet Now could find very different results on the customers' values and motives concerning the brand they chose being very different from what he could be thinking. Further through research on customers, it could help Vet Now in building some image on the particular benefit, the brand provided to the customers thus allowing Vet Now to capitalize on his marketing content. Through proper research on consumer journey by Vet Now on the website would help in finding out the different steps made by the consumers in determining whether to choose your brand. Through the established data from the customer research, would help Vet Now to reach the consumers with the appropriate marketing message at a suitable stage in their destination of product purchase.

Could it be argued that this case study covers a business strategy rather than a marketing strategy?

Base on the Vets Now case study Taking care of the brand, it can be noticed in a big perspective that the case study covers a business strategy rather than a marketing strategy. The wide expression on the case study ranging from brand performance analysis and customer research forms the major part of business strategy in analyzing the market response on a product. Further, the case study covers the output that resulted due to the introduced changes in the brand whereby a big margin of performance was experienced. All this output analysis forms part of business strategies in established business performance after the introduction of new strategies. However, the marketing strategy is reflected in the case study in a very minimal potion whereby it is only shown on how awareness of the new brand was presented to the customers through the website that involved different types of communication tactics all found in the last paragraph on the solutions of the cases study.

Chapter One Questions

Why is it important to consider the business context when planning your marketing strategy?

When planning for a marketing strategy, it is important to consider the important business context such as its operation environment, the customers, and the competitor. Thus through conducting a situation analysis on the above context, will help in determining the environment that fits your brand, the customer requirement, and what is offered by your competitor and how you can challenge them.

How has the Internet affected marketing and the models we use to understand it?

Prior to the previously known marketing and model of creating awareness of the product among the consumers, the internet has in a great magnitude reconstructed everything in that the issue of middlemen has completely been eliminated. The internet has now converted the usual know perception of the competitor from those who were only known for earning your customers money to those who are capturing the attention of the customers. Thus, the entire idea of the internet in marketing revolves around innovativeness in representing your business online.

Do you agree with the idea that customers are more empowered than they were before digital communications were so prevalent? Justify your answer.

Comparing the current era of marketing to the era before digital communication means were spread, I agree that in the current era of digital communication the customers are more empowered. Based on the comparison between the two eras, the current era proves to be very customer effective whereby the presence of digital marketing has contributed to easy access to products and of different varieties that one is able to access any time everywhere online. While before digital communication, the customers depended on a middle man to access the products which were also limited in number. The current era of digital communication also is cheaper since it does not require one to travel to access the product. Rather, due to the presence of the internet, one can view the product online and make the payment on the same platform and the product is delivered to you without going to the place.

Chapter Three Royal Canin Case Study Questions

What role did data play in the planning and execution of the Royal Canin campaign?

Despite the existence of an outdated Royal Canin database, the existing data played a greater role in the planning and execution of the campaign. For instance, the existing data was used in planning for the creation of personalized email coupons. Further, through the existing data still, Royal Canin was able to develop plans on how the campaign would utilize specific customer information in identifying their requirements based on their pet type, size as well as the upcoming events. Through this data now, Royal Canin was able to execute his campaign whereby data was analyzed via a CRM platform allowing the segmentation of the audience and sending of offers depending on their pet specifications. Further, the presence of existing data facilitated the creation of an online communication platform between the audience and the business in carrying out operations such as ordering online. Also, the obtained data from the mailed coupons were loaded in the CRM an operation that helped in assessing the customer's level of involvement with the new digital platform.

Why was it so important for Royal Canin to continuously monitor the campaign results and update their CRM database?

For any marketing campaign to be considered to be successful, the final results should be of a higher level compared with the previous result. Thus, based on Royal Canin case study campaign, it was important for Royal Canin to continuously monitor the campaign result and update its CRM database. Through this method, Royal Canin would be able to assess the level of involvement of the customers with the new platform. Further, through continuous monitoring and updating of the CRM database of the campaign, Royal Canin could be able to assess the data required for understanding the amount of inventory that could be needed for different commodities based on their popularity.

What beneficial effects did the data generated by the Royal Canin campaign have on the running of the business overall?

The aim of any business to conduct data relating to its operation is to determine the business level of performance and help the business in establishing whether it is on the right track of fulfilling its objectives. Thus based on the Royal Canin case study campaign, the data generated by the campaign contains a lot of beneficial effects in running the overall business. For instance, the data obtained from the mailed coupons help the business in identifying whether the component sent are used by the recipient. Through this method of identification, the business is able to know if the product they are producing certifies the customer requirement. Further, obtained data required for understanding the amount of inventory that could be needed for different commodity based on their popularity would be very helpful to the overall working of the business since the organization would be able to quantify for the exact amount needed thus reducing the chances of going at a loss. Further, the obtained data by the Royal Canin campaign which is mainly seen to focus on customer intelligence (CI) could be used in running the overall business by explaining the next step that a business ought to undertake in its operations such as the defining the final need that a consumer might require. Moreover, the gathered customer data by Royal Canin could be used in improving the experience of the customer. In addition, the obtained data from the campaign could help the business to predict the future customer behavior and thus work toward product development as well as to improve personalization for future retaining of the customers.

Chapter Three Questions

Why should a business try to be data-driven?

A business should try to be data-driven in order to derive the customer's centric focus, allowing tactical decision making and paving way for innovation in markets of high competitive level.

What should be done with data once it has been collected?

The first thing you have to do with the data once collected is ensuring the trust of the data is maintained. This will involve securing the data from hackers, then the privacy of the data should be maintained by doing with the data what it is meant for, and lastly maintaining transparency whereby you have to ensure the consumers have access to what their data is doing.

What are some of the most important sources of data?

The most important sources of data include transactional, social media and machine data.

What are some up-and-coming data collection tools/sources that you foresee being useful in the near future?

Future indicators

Chapter Five Case Study Questions on AO Becomes Customer-Centered

What do you think about the methods ao.com used to test their UX? What other methods could they have used?

According to the case study on AO becomes customer-centered the method of testing used by ao.com in testing UX proves to be very reliable in ensuring factual data on customer behavior in regarding ao.com product is obtained. The use of the WhatUsersDo.com tool by ao.com in conducting the research provided a wide view of understanding the customer's experience with the company product. The move by oa.com to use the WhatUsersDo.com tool by asking the users to purchase white goods from different diversities either oa.com, its competitor or Google search was very convenient since the method allowed the customer practices in all the three platforms to be monitored thus allowing the observation of the friction point of the buying process. Other tools such as Balsamiq, Axure, Glify, and Morae could also be used.

What elements would you have included in the new improved UX design of ao.com?

Other than the established improvement new UX design such as the product description, compelling videos as well as the enlargement of the size of the burton, I would also consider including other compelling elements in the new UX design su...