A company was marketing 'water purifiers' which were very popular due

1.	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 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 was damaged in the public. 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 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).
Answer» (a) Public Relations Public Relations refer to a variety of programmes to promote and protect a company's image or its products in the eyes of the public. (b) Role of Public Relations: (i) Press Relations. (ii) Product Publicity. (iii) Corporate Communication. (iv) Lobbying. (v) Counselling. (vi) Smooth functioning of business. (vii) Image building. (viii) Launching new products. (ix) Facing adverse publicity. (x) Supplementing advertising. (xi) Satisfying interest of different public groups. (xii) Building awareness (xiii) Building credibility. (xiv) Stimulating sales force. (xv) Lowering promotion costs

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 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 was damaged in the public. 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 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).

Answer»

(a) Public Relations

Public Relations refer to a variety of programmes to promote and protect a company's image or its products in the eyes of the public.

(b) Role of Public Relations:

(i) Press Relations.

(ii) Product Publicity.

(iii) Corporate Communication.

(iv) Lobbying.

(v) Counselling.

(vi) Smooth functioning of business.

(vii) Image building.

(viii) Launching new products.

(ix) Facing adverse publicity.

(x) Supplementing advertising.

(xi) Satisfying interest of different public groups.

(xii) Building awareness

(xiii) Building credibility.

(xiv) Stimulating sales force.

(xv) Lowering promotion costs

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