Essay Available:
Pages:
4 pages/β1100 words
Sources:
4 Sources
Style:
APA
Subject:
Business & Marketing
Type:
Research Paper
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 20.74
Topic:
The Effect of marketing communication to brand loyalty in Cadbury Company
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Research Paper Sample Content Preview:
THE EFFECT OF MARKETING COMMUNICATION TO BRAND LOYALTY IN CADBURY COMPANY
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Course:
Professor Name:
(January 26, 2012)
Table of Contents
TOC \o "1-3" \h \z \u HYPERLINK \l "_Toc318785910" Executive Summary PAGEREF _Toc318785910 \h 3
HYPERLINK \l "_Toc318785911" Problem Statement PAGEREF _Toc318785911 \h 3
HYPERLINK \l "_Toc318785912" Research Question PAGEREF _Toc318785912 \h 4
HYPERLINK \l "_Toc318785913" Literature Review PAGEREF _Toc318785913 \h 4
HYPERLINK \l "_Toc318785914" Research Design PAGEREF _Toc318785914 \h 5
HYPERLINK \l "_Toc318785915" Data analysis and Presentation PAGEREF _Toc318785915 \h 6
HYPERLINK \l "_Toc318785916" Nature and Forms of Results PAGEREF _Toc318785916 \h 6
HYPERLINK \l "_Toc318785917" Budget PAGEREF _Toc318785917 \h 7
HYPERLINK \l "_Toc318785918" Tentative Schedule PAGEREF _Toc318785918 \h 8
HYPERLINK \l "_Toc318785919" References PAGEREF _Toc318785919 \h 9
The Effect of marketing communication to brand loyalty in Cadbury Company
Executive Summary
As a result of the fall in the sales of Cadbury Company, there is the need for the company to carry out research to determine whether our loyal customers have left us for other different companies. The company has defined the following principle marketing question. Would change in marketing strategy lead the company to maintain its customer loyalty which will in turn make the sales of the company to increase? This is a challenging marketing question and this research would be intended to unravel this mystery.
Problem Statement
During these days, marketing has become very significant to the survival of any company. All companies use the marketing strategy so as to progress ahead and succeed. The field of marketing is very dynamic. It is just stuck at a single point. It normally changes from time to time. To be precise, the company intends the research to come up with a good marketing communication between itself and the customers. This communication will enable the company to establish a perfect relationship with the customers. The proposal is based on the fact that perfect communication implication normally establishes a loyal brand. The research will be aimed at measuring the purpose of market communication as far as the growth of the organization is concerned. For a long period now, the company was characterized by the informal method of presenting and promoting their product. This was like using the mass media advertising among others. The company relied a lot on its advertising agency to provide guidance in almost all the market communication areas. We cannot conclude that that was incorrect. On the contrary, during these quick dynamic times, alternative ways should be employed during marketing.
The alternative way of marketing being researched would be the Integrated Marketing Communication (IMC).
Research Question
To study whether adopting the Integrated Marketing Communication will lead to retaining the loyalty of the brand
To study whether adopting the Integrated Marketing Communication will attract more customers
To study whether adopting the Integrated Marketing ...
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