1. Research Topic
Impact of promotional strategies on brand awareness: A study on Dialog Telekom in Jaffna peninsula.
2. Introduction
The telecommunication industry has the potential to contribute to the economic development of Sri Lanka. Telecommunication services are usually providing higher recognized value to the people that facilitate to users to interact with entire world. In the ever changing world telecommunication services are become a crucial one to all. In Sri Lanka, no of companies are provided telecommunication services to nation. However, dialog is a superior one among them that incorporated in 1993 and Sri Lankan largest telecommunication service provider with the country’s largest mobile phone network over 8.7 million subscribers.
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Rq2: Are there any relationship between promotional strategies and brand awareness?
Rq3: What are the promotional strategies used by Dialog Telekom to motive brand awareness? 4. Objectives
The main objective of the study is to examine the impact of promotional strategies on brand awareness of Dialog Telekom in Jaffna peninsula.
To achieve above objective the following sub objectives have enclosed:
• To identify the relationship between promotional strategies and brand awareness
• To find out what promotional strategy mostly affect on brand awareness.
• To recommend promotional strategies to make to increase brand awareness of Dialog Telekom
5. Significance
This study is aimed to extend evidence on how the promotional strategies impact on brand awareness of dialog Telekom in Jaffna peninsula, Sri Lanka. Further the study aimed to identify the relationship between promotional strategies impact on brand awareness. From the results of this study, we have provided valuable recommendations that can be of
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Literature Review
Several studies have empirically tested the promotional strategies and brand awareness in many location all over the world. First, lee (1963) examine that the factory bonus pack to increase consumer trail of the brand. He found that larger package size and accompanying advertising of the offer tended to make the promotion that improve the brand.
Rossiter and Percy (1987) exposed that the brand awareness as being for the communication process to made as it proceeds all other steps in the process. Further they proved the brand awareness occur when the communication effect can occur with the customers.
Brand awareness is thought to adopt the retrieval and application of positive brand association. Aaker (1991) revealed that the awareness occur when the favorable beliefs and attitudes for the brand are manifested in repeat buying behavior. Krishnamurthi and Raj (1991) exposed that brand is promoted when they will to buy more than usual it can be stated that brand awareness.
According to the Etzel et al. (1997) the advertising sales promotion and public relations are mass communication tools available to the companies and those tools give advantage of reaching many people at a low cost spending for each
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons.
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research (9th ed.). Hoboken, JN:
In a competitive environment where market is changing instantly, organizations are in a fix to design a strategy that could market their products enticing the consumers to buy their products and services. Market is the arena for business gladiators who fight out for maximum share and profitability and this is possible only through effective marketing strategy. Competing in present economy means finding ways to break out of commodity status to meet customers’ needs better than competing firms (Ferrell and Hartline, 2010). The intensity of competition has increased after the introduction of media and internet where the companies present their product in the best way through advertisements, product reviews, blog entries, etc. With the advancement in technological innovations, companies have found various ways of providing services to the consumers in a cheaper and effective way and this has resulted in communication revolution in late 1990’s as the cellular technology was unfold in most of the regions. Singtel Optus Pty Limited (Optus) is one such company that has evolved during this period as a leader in integrated communications and this paper is assumed to make an analysis of the company’s marketing strategy and its financial position in the market industry.
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons.
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research (9th ed.). Hoboken, NJ: John Wiley & Sons, Inc..
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research (9th ed.). Hoboken, NJ: John Wiley & Sons.
A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory aspect of auditing under the customer-based brand equity (CBBE) model.
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Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons.
During my last year in high school, I developed a desire to learn and understand the business in order to help my parents in the future. As a result, I chose to study Marketing at Thammasat Business School. In my third year of studies, I joined the 27th Marketing Trainee Programme hosted by the Marketing Association of Thailand, where I have experienced first-hand training from professional marketers and took part in marketing stra...
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A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory of Cadbury in terms of the customer-based brand equity (CBBE) model.