Beruflich Dokumente
Kultur Dokumente
N|1
BY
Sanjana Narasimhan
DM16158
Sanjana.N|2
INTRODUCTION
HTC is a Taiwan-based company found in 1997, who started as Laptop
Dream.
The HTC as a company made Quarter losses due to the lack of the
following points:
Low brand recognition
Improper marketing strategies
Improper Distribution Network
The mobile released per year is less/ Their portfolio is small
These factors impacted the sales of HTC to a large extent, the product was
one of the best in the category, but it was impacted because their
Htc focused on what people used a lot, they improved the Camera.
The company focused on the high priced segment market, due to which
their market share was very low. Large player like Samsung and Apple
spent large amount of money in marketing, while HTC spent a small pie.
The company was using the slogan quite brilliant since which did not
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They have to come up with relevant cues that define the product
benefit. The cues must be creative so that it maximizes the number
of memory structure associations. For example their old slogan
quite brilliant was not effective and it was something that did not
You can come up with Jingles that comes-up to the mind of the customer
at the time of the purchase and helps easy recall.
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being aired.
Emotional appeal can be used, for HTC ads that are fun and humorous can
to
promote
the
product.
For
example
PS4
came
up
with
the product is not required. People search and then evaluate the product.
A lot of videos, articles and infographic can be used to gain visibility for
Other Recommendations:
HTC should strengthen its distribution network, as product availability
itself is a very important factor to built-in exposure and awareness about
References:
1. http://www.crewmarketingpartners.com/good-brands-build-trust/
2. http://www.emeraldinsight.com/doi/full/10.1108/1361202081087490
8
3. http://www.acrwebsite.org/search/view-conferenceproceedings.aspx?Id=8328
4. https://randallbeard.wordpress.com/2010/02/22/brand-salience-whyit-matters-for-your-brand/
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5. https://jdrazure.wordpress.com/2014/01/09/brand-awareness-theinfluence-in-consumers-purchasing-decisions/