Names : Dedy Fransisco

NIM : 11180607

Assignment 1

On left side, IMC

In today's marketing developments, brands are no longer only understood from a managerial
perspective. Brands are now also understood from a service, relational and social perspective.
Brand is no longer sufficiently understood as a representation of consumer perceptions and
feelings about a product and product performance. Brands are also a means of communication
between companies and consumers. Through the brand, consumers express their awareness,
identity, and choice. The brand then emerges as a cultural object and consumer ideology. The
consumer's attachment to the brand is no longer only in a managerial (economic) perspective,
but also involves an emotional aspect.

Basically the brand identifies the company. A brand is actually a company promise to
consistently provide certain features, benefits and services to buyers. The best brands provide
better quality assurance to consumers.

On the consumer side, the willingness to pay a high price for a brand is nothing but because the
brand is able to add value to them. Consumers are willing to pay a higher price for a product
because of the attachment to an existing brand which is a guarantee of consistency of quality
and a certain value. With sufficient brand knowledge for consumers, consumers will save time
and product search costs and avoid the risks that arise. These risks consist of financial risk,
performance risk, physical risk, social risk and psychological risk.

Companies also get enormous benefits from the brand they have. The brand will greatly
facilitate the company in its management because of the clarity of identity attached. If the
brand has been patented, the company will get legal protection from the efforts of other
parties who will take illegal benefits. The company will be financially able to obtain long-term
relative profits. With an existing brand, the company will be able to build the image it wants
and a strong competitive advantage.

On right side, Customer Journey.

There are Distinct phases in which your potential customer passes through and should be
guided accordingly in order to be introduced to and “buy into” your product. The five phases
are Awareness, Consideration, Purchase, Retention, and Advocacy. Each has its challenges
which we will discuss here.
Each customer embarks on a journey towards purchasing a product. From start to finish there
are five distinct phases a customer will pass through. For each phase there are challenges and
hurdles that you will need to guide your customer through.

All these five phases form part of what is called an “onboarding process”

Customer onboarding is the start to finish process that enables customers to find, evaluate and
eventually purchase your products through a sales process. An excellent customer onboarding
program helps customers to first understand the benefits of your product or service, guides
them on setup and use, and provides helpful ongoing support.

You don’t get a second chance to make a first impression. Onboarding handles that initial
contact, and provides confidence to your potential client about both the organizations they’re
dealing with and the product they’re considering.

But it doesn’t end there. Customers can fall off the sales funnel at any point. So the end-to-end
route you provide potential customers to flow through can have a huge impact on the
perceived value and potential purchase of your product.