Creating Brand Awareness

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Creating brand
Awareness
DMS Electronics
Word Count 6510 words
Project Management in Marketing
CIM Member 12354592

Assignment/Project Front Sheet

CIM/CAM Membership

:

12354592

Unit Title

:

Project Management of Marketing

Level/Award

:

Professional Diploma in Marketing

Accredited Study Centre

:

Strategy Business School

By submitting this assessment I confirm that I understand and abide by the CIM’s plagiarism and collusion regulation.

I hereby give consent for my assignment/project, if accepted, to be available for CIM use in relation to dissemination of best practice and, or, other appropriate purposes. It is on the understanding that all studying member numbers would be removed prior to use for the purposes of full anonymity.

I CONFIRM THAT IN FORWARDING THIS ASSIGNMENT FOR MARKING, I UNDERSTAND AND HAVE APPLIED THE CIM POLICIES RELATING TO WORD COUNT, PLAGIARISM AND COLLUSION FOR ALL TASKS. THIS ASSIGNMENT IS THE RESULT OF MY OWN INDEPENDENT WORK/INVESTIGATION EXCEPT WHERE OTHERWISE STATED. OTHER SOURCES ARE ACKNOWLEDGED IN THE BODY OF THE TEXT, A BIBILIOGRAPHY HAS BEEN APPENDED AND HARVARD REFERENCING HAS BEEN USED. THIS WORK THAT I HAVE SUBMITTED HAS NOT PREVIOUSLY BEEN ACCEPTED IN SUBSTANCE FOR ANY OTHER AWARD. I FURTHER CONFIRM THAT I HAVE NOT SHARED MY WORK WITH OTHER CANDIDATES.

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Executive summary

DMS was formulated in 1981 and is well renowned for providing computer related items in Sri Lanka. The company is an authorized business partner for few leading brands in the world. Being business partner for Hewlett Packard (HP), DMS offers a wide range of HP products including printers, scanners, plotters, desktop pc's, notebooks and professional workstations. Microsoft products including MS windows and MS Office are offered to the Sri Lankan market through franchise arrangement with Microsoft Corporation. Similarly leading anti-virus product “Symantec” is offered. Plantronics, a light weight headset, Hypercom a POS system completes the product range.

DMS has a vision of becoming A global company that produces solutions of value that delight customers by integrating “technology building blocks” from world class suppliers and adding the “glue” that gives a sustainable competitive advantage.

Mission statement of DMS insists that the company wants to ensure that all stake holders will be provided with maximum value. It wants to provide valuable Solutions and a pleasant experience of service to customers. Mission statement wants the employees to be happy and satisfied and to play in the best team in town!!. It wants the management to have a broader sense of ownership and achievement and the corporation to have a good return on capital invested.

Even after 30 years of operation DMS is still not a leader in the sector. In financial performance the company is only in the seventh position when compared with competitors in the same sector. In the product range offered DMS is not the market leader for any.

The company decided to carryout a brand awareness audit to findout the performance of the brand. The findings were worrying. For the interviewees DMS was only the fifth choice when deciding to purchase a computer related item. It occupied only the fourth position when asked to name the top three in the market. This situation created the need to develop strategies to

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create brand awareness for brand DMS. The DMS brand was further analysed using Brand onion model, BrandStar model and Competitor-Brand model.

Customer Based Brand Equity (CBBE) model was used to derive methodologies to enhance the brand awareness. Three projects emerged from the analysis and all three were rated equal in priority and receives the green-light to proceed.

Project one is proposed to create presence in social media (Facebook and Google+), whilst project two is proposed to create a...
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