MAR036-6 Brand Communication and Reputation Management

Assessment 2 Live Project

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 Executive summary
The United Kingdom Based ski tools and accessories provider Trixski Company struggling with
customer communication, particularly their social media engagement. The business needs to
implement various social media platform, carry out in-depth market research, develop an
inclusive workplace, and encourage open communication to address their present. With some
particular focus on the company, this research describes a detailed examination of reputation
management and how Trixski could handle the matter to overcome the situation. The report
seeks to analyse and critically evaluate strategies for managing reputation and demonstrate how
the success of PR activities in the context of an overall marketing strategies.

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 Table of Contents
Introduction ..................................................................................................................................... 4
Findings........................................................................................................................................... 5
Overview of the Trixski Company .............................................................................................. 5
Reputation management issue of Trixski .................................................................................... 6
Respond to the reputation management issue ............................................................................. 7
VUCA model............................................................................................................................... 8
Triple Bottom Line……………………………………………………………………………………10
Geert Hofstede’s cultural dimensions ........................................Error! Bookmark not defined.
Management Framework Model (SWOT) .................................Error! Bookmark not defined.
Recommendation ....................................................................................................................... 17
References ..................................................................................................................................... 22

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Introduction
The purpose of this paper is to investigate the public relation response to contemporary cases of
crisis handling and reputation management. This investigation will examine a reputation issue of
Trixski and will explain how the company could respond to that issue in its approach to brand
communication. A great place to investigate reputation management issue and the responds need
for handling the situation in the live project is Trixski, a United Kingdom based ski tools and
accessories brand with a presence of more than 25 products. Trixski a different winter sports
equipment retailer who has recently encountered a reputation management issue that poses a
danger to the reputation of its brand. This report aims to discuss the reputation management
crisis and show the success of public relation activities based on marketing strategies. The
study's findings will offer concrete suggestions on how Trixski and their customers might adjust
their communication strategies. Findings from the research will include a comprehensive
evaluation of the brand. Strategies for the future management of climate change
communications, reputation, marketing, and brand.

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 Figure 1: Package design of Trixski
(Source: Trixski, 2023)
Findings
Overview of the Trixski
Trixski is a British start-up ski equipment supplier company founded by Tricia Blaxill and co-
founder Alan Chilton who was the marketing expert, later of few months Alan decides to quite
and since then Tricia operating the business with the help of her husband Keith. They located at
great Barford, Bedfordshire. Based on the given information since 2017 to last year they make
around one lac forty thousand pound sales, they make the highest profit in 2022-2023 fiscal year.
On that year they introduced their two new products named, neck wrap and pom pom hat.
Among from the several product ski carriers is their best-selling product, almost 81 percent of
sales generate by ski carrier and most of the sales lead generate by direct sales a very few sales
lead comes through social media.

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Reputation Management Issue of Trixski

Figure 2: Product Review of Trixski

(Source: snowmagazine.com, 2018)

In the modern digital era, reputation management is a crucial component of both personal and
corporate branding. It entails keeping an eye on, influencing, and upholding a favourable image
and perception of a person, group, or brand in the eyes of the general public, clients, and other
stakeholders. When there are unfavourable or damaging impressions, reviews, or pieces of
information circulating online or offline that might damage the brand image. In general,
approximately 77 percent of customers check the companies as well as product reviews while
they are looking for purchase anything from any local or less known companies. It might be

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challenging to listen to and respond to all of the ways that people might communicate about the
business and difficult to meet every customer’s exact desire. Trixski also gone through to the
same situation, they have negative reviews about their product and services on different review
platform. According to a study, 86% of consumers hesitate to make a purchase from a company
that has unfavourable internet reviews, and 94% of consumers say a negative review makes them
less likely to purchase the product. Reviews that are unfavourable can affect the company's
profitability by lowering sales and eroding client confidence. Trixski is still in his growing stage
of business life cycle that is why they do not have a huge number of customers, most of the
customers query and communication is responded directly by the owner. On an online seminar
the founder said sometimes she received direct massage from customers while customers were
not fully satisfied. In 2018, a customer named Sarah Coad wrote a review on snow magazine
about Trixski’s ski carrier where she gives overall score 8 out of ten in where she rates 6 as the
carrier’s comfort that was not good enough and it could be mislead the customers. Sarah Coad
gives her feedback on a reputed magazine that only deals with snow games information, her one
negative review about comfort can be noticed by thousands of people who will think twice or
more to buy anything from Trixski just because of the negative review and it could become a bad
word of mouth advertising that ultimately results of decrease the sales and profitability.

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Trixski could respond to the above issue by their approach to communications.
A company's reputation and customer relationships may be greatly impacted by how it responds
to unfavourable evaluations. Trixski could respond by several ways to solve their reputation
management issue.

Figure 3: “VUCA Model”

(Source: corecatalysts.com)

VUCA is a concept that frequently used in business and management to explain the difficult and
quickly changing environment in which company operate. Trixski could adopt a strategic and
flexible strategy when responding to bad reviews, especially in a VUCA environment. Here is
how they could go about doing that:
• Volatility
Quick Response: Timing is crucial in a dangerous situation. Respond as soon as possible to
demonstrate that Trixski actively handling complaints, customer 79 percent of the people expect
from brand will response quickly within 24 hours.
Track Trends: Continue to keep an eye on social media and review platforms for any new
concerns or trends in bad comments to spot any potential systemic issues.

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 • Uncertainty
Collecting Data: Look into the particular issues highlighted in the poor reviews to identify the
underlying issues and verify the client's concerns. Sarah Code mentioned poor comfort level in a
review, Trixski could ask her about the expectations and keep that on their mind for any future
modification.

• Adaptability
Be willing to make changes the goods, services, or policies as necessary in light of the
knowledge gained from negative feedback or offer customization facility to the customers so that
customer cannot blame the brand.
• Complexity
Multifunctional Teams: Negative reviews frequently include a variety of company concerns.
Create cross-functional teams to deal with complicated problems that demand input from several
departments. Trixski could make the teams for monitoring the social platforms or review
platform.
Action Prioritisation: The most important concerns should be addressed first in complicated
circumstances, so prioritise the actions and provide resources accordingly.
• Ambiguity
Clarity in Communication: In this crisis Trixski could be straightforward and upfront when
replying to any bad reviews regarding the efforts company doing to address the problem and the
projected timeframe for doing so.

Continuous Learning: Accept uncertainty as a chance to grow and learn. Encourage an

environment of constant customer-driven improvement. From negative reviews Trixski will be
able to know about their lacking and later or instant they will be realize the problem and will
ahead to solve the crisis fast.

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Triple Bottom Line

Figure 4: Triple Bottom Line

(Source: Harvard Business School, 2023)

The triple bottom line is a business concept that states firms should commit to measuring their
social and environmental impact—in addition to their financial performance—rather than solely
focusing on generating profit, or the standard “bottom line.” (Harvard Business School)
Profit, people, and the environment are the "three P's" that make up the triple bottom line. These
categories can be used by businesses to conceptualise their environmental responsibilities and identify
any negative societal repercussions that they may be having.
Profit: The profitability Trixski produces for its shareholders, or its financial performance, is
what determines how successful it is in a capitalist system. Key corporate choices and strategic
planning activities are often carefully could be crafted by Trixski to maximise earnings while
minimising expenses and risk. In the past Trixski’s businesses' objectives may be purely
concerned with growth and the economy but leaders with a higher purpose are now realising that
they may utilise their companies to make a difference in the world without sacrificing the
financial performance. Adopting sustainability measures has been demonstrated to be a success-
driver for Trixski.

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People: Stakeholders and stockholders of Trixski must be distinguished from one another. As a
measure of success, businesses have historically preferred shareholder value, which means
company work to create wealth for individuals who own firm stock. Trixski could be more
focused on producing value for all stakeholders touched by their decisions, including consumers,
workers, and community members, as they embrace sustainability. Assuring fair quality delivery
practises and promoting volunteerism at different places or event could be straightforward
methods for Trixski to have an influence on people and benefit future generations. For more
significant transformation, they can also turn to other sources. For instance, Trixski could formed
strategic partnership with nonprofit organization that shares a common purpose driven goal.

Planet: Last part of the triple bottom line is the planet that concerned with making the positive
impact on the earth.
Large business has produced a staggering quantity of environmental pollution since the start of
the Industrial Revolution, which has been a major factor in climate change and other
environmental issues. A report by the International Energy Agency found that the global energy
industry released 135 million tonnes of methane into the atmosphere in 2022.
While corporations have traditionally been the biggest cause of climate change, they are also the
ones with the most power to bring about change for the better. Many company executives are
now aware of their need to give back to society. The biggest companies in the world are not the
only ones responsible for this endeavour, Trixski is not a big company, but they can contribute to
reduce the emission of the earth carbon. Trixski could make the adjustment of long-term
sustainability may be improved by changes like sourcing materials from ethical sources,
consuming less energy, and expediting shipping procedures, produce reusable product, make
sure the strong waste management channel.

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Geert Hofstede’s cultural dimensions Model

Figure 4: Geert Hofstede’s cultural dimensions

The cultural dimensions proposed by Geert Hofstede offer a framework for comprehending how
various elements of communication and behaviour are seen in different cultures. Trixski must
consider these factors while reacting to unfavourable assessments in order to do it in an
appropriate manner. According to Hofstede's cultural aspects, this is how they could react.

Power Distance
This factor represents how a society deals with power disparities. People in high-power distance
cultures (such as some Asian cultures) anticipate greater authoritarian behaviour from those in
positions of authority. People favour a flatter power structure in low-power distance civilizations
(like Western cultures).
High Power Distance: In such a culture, Trixski would reply in a more official and authoritative
manner, recognising the client's worries and pledging to resolve the matter.

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Low Power Distance: Trixski's reaction in a low power distance culture would be more casual
and personalised, emphasising a team effort to solve the issue and perhaps even providing a
discount or refund as a sign of goodwill.

Individualism vs. Collectivism

This dimension measures how often people put their own interests ahead of the good of the
group. Individual rights and views are highly regarded in civilizations that appreciate
individuality. Group cohesion and loyalty are more significant in collectivist cultures.
Individualistic Culture: Trixski's responses may focus on the specific customer's experience and
demonstrate sympathy for their displeasure. They could concentrate on finding a specific
solution for the client.
Collectivist Culture: In a collectivist society, the Trixski's response can recognise the client's
complaint while also highlighting the store's dedication to enhancing its general customer
service.

Masculinity vs. Femininity

This dimension looks at how roles are distributed between the gender. Masculine cultures, like
Germany tend to priorities aggressiveness and competition, whereas feminine culture, like
Sweden, place an emphasis on collaboration and modesty.
Masculine Culture: Responses from Trixski could be certain and goal-oriented, highlighting the
Trixski’s knowledge of the subject that what action should take immediately and readiness to
take a strong stance on the matter.
Feminine Culture: In a feminine culture, the answer should be more subdued, emphasising
empathy and collaboration, and maybe even displaying humility in the face of the client's
unfavourable experience because in feminine culture there are a vast difference of emotional and
social role.

Uncertainty Avoidance
This dimension illustrates how civilizations approach ambiguity and uncertainty. While low
uncertainty avoidance cultures, like the Netherlands, are more at ease with ambiguity, high

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uncertainty avoidance cultures, like Japan, prefer norms and organised communication even
showing modesty in response to the client's unpleasant experience.

High Uncertainty Avoidance: while implement this dimension responses should be succinct,
specific, and comforting, highlighting the actions that Trixski will take to address the issue and
avoid reoccurring issues in the future.
Low Uncertainty Avoidance: When there is less of a tendency to avoid ambiguity, Trixski could
react more accommodating and open, enabling further interaction and suggestions from the client
to arrive at a solution that works for both parties.

Long vs Short Term Orientation

Small businesses that are short-term focused typically experience little to no economic growth,
but long-term focused businesses continue to expand and reach a point of affluence.
Long Tern Orientation Cultures: The Trixski should emphasise its dedication to long-term
customer satisfaction and constant development, even if it takes time to put changes into practise,
in cultures with a long-term perspective, like China.
Short Term Orientation Cultures: Trixski can concentrate on short-term fixes and
enhancements to resolve the bad review as soon as possible in cultures like the United States that
have a shorter-term emphasis.

Indulgence vs Restraint:
Indulgence Cultures: Trixski could consider the delivering compensating gestures toward
customers like discounts, freebies, or extra services to satisfy disgruntled consumers in countries
that have a propensity for extravagance.
Restraint Cultures: Trixski could retain a more modest approach in cultures that value restraint,
putting emphasis on a real apology and a promise to deal with the problem without
overwhelming demonstrations of generosity.

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Management Framework Model of Trixski

Figure 5: Management Framework

(Source: Medium.com)

• Strength
Wide Product Range: Trixski caters to a variety of winter sports lovers with a wide selection of
equipment for these activities, including skis, snowboards, boots, outerwear, and accessories.
Knowledge and Expertise: The business has competent founder and specialists who may give
clients helpful advice and suggestions.
Digital Presence: Trixski has a website, which enables clients to effortlessly purchase from
anywhere and could increase its customer base.

• Weaknesses
Seasonal Business: Winter sports are a very seasonal sector, which can cause income swings
throughout the year.
Relay on weather forecast: Weather has a significant impact on Trixski's sales. Sales may suffer
from poor snowfall or abnormally warm weather.

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Minimal Area of Coverage: Trixski may be losing out on prospective clients in other locations
because it primarily serves a limited number of places.

• Opportunities
E-commerce Development: Trixski has a chance to extend its clientele and boost revenues as a
result of the ongoing expansion of online shopping.
Diversification: To lessen its dependency on the winter season, Trixski might broaden its product
line to include summer sports equipment or outdoor clothing.
Sustainable Products: The market for eco-friendly winter sports equipment is expanding.
Customers who care about the environment may be drawn by the introduction of sustainable
items, Trixski can grab the opportunity.

• Threats
Volatility of the weather: Snowfall and the total demand for winter sports equipment might be
impacted by climate change's unpredictable weather patterns.
Web based rivalry: It can be difficult to distinguish out and keep profit margins up in the face of
fierce competition from online marketplace and stores.

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Recommendation

Key Performance Indicators (KPIs) related to brand reputation and management for Trixski, a
niche marketing company in winter sports equipment, could include;

Social Media Engagement:

On social media platforms, tracking metrics like likes, shares, comments, and follower growth
may be used to measure a brand's online presence and consumer engagement. A high brand
reputation may be shown in positive interactions and an expanding following. On Trixski’s
social media platform engagement is very poor, some of their post does not even have any
customer like or comment and people engagement ratio is very less. Their Instagram post
engagement ratio is 1 percent where their like and comment ratio is 0.89 percent and 0.11
percent respectively. Trixski could concentrate on this matter because now a days social media is
a great platform for branding the company and product.

Online Reviews and Ratings: Monitoring online evaluations on sites like Trustpilot, Google
evaluations, or social media may offer insights into how consumers feel about a company. High
ratings and favourable reviews show that a brand has a good reputation, while unfavourable
comments may call for reputation management initiatives. Till now Trixski has overall a good
rating although the total number of ratings is very few. It was confirmed by the founder that
frequently she gets good received into her own social media, what she can do, she can request

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the customer to share their positive thought to the online review places or she can take the
screenshot of the massage and can share it through the company’s social sites and webpage.

Customer Satisfaction Score (CSAT): This KPI gauges consumer satisfaction with Trixski's
goods and services. Low CSAT ratings may indicate possible problems that need to be
addressed, while high scores suggest a favourable brand reputation. A frequently employed
indicator that reveals the level of client satisfaction with a company's goods or services. For
instance, Trixski has 400 reviews where 300 review comes with high rating that means Trixski’s
CAST will be 75 percent.
Net Promoter Score (NPS): Net promoter score is a market research statistic based on a single
survey question asking respondents to assess how likely it is that they would refer a business, a
product, or a service to a friend or colleague. In general companies ask that question to their own
website when someone get to visit there it takes a very little time, Trixski can track the score to
improve their services.

Brand Awareness and Recognition: To gauge brand identification and awareness, use surveys
or make use of technologies like Google Trends. Successful brand management initiatives may
be determined by a rise in branded searches and media mentions. Brand recognition is the extent
to which company audience can recognise company’s brand, as opposed to brand awareness,
which is the audience's knowledge of company’s existence in the market.

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Best to manage their approach to climate change

Figure 5: Climate Changes

(Source: World Health Organization)

For a business like Trixski, which is an active in the winter sports sector, managing a strategy for
climate change, communications, reputation, marketing, and brand might be essential in today’s
market of environmentally concerned and socially responsible consumers. Trixski should think
about the following thorough plan to make the positive contribution to stop the climate changes.

1. Reduce the carbon footprint from the products

Trixski have the contribution to reduce the carbon emission by the help of their product, they
could redesign the product or make it by switching from the existing product.

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Switch to renewables: This one is rather easy to understand. Trixski still maintaining an office
location to operate their business activities, consider switching to a green energy supplier or
researching of its existing provider's choices. They can use the solar energy or geothermal power
instead of electric energy to save the planet. It not only minimizes their operational cost but also
it will help to reduce the carbon.
Advocate for a greener internet: However, abstract the internet may still seem to some, it has a
large carbon impact that needs to be understood. It is comparable in size to the whole airline
sector. Therefore, Trixski also used internet platforms to market their products. Using renewable
energy sources may be the best method to lessen the carbon impact. Start by examining the data
centres and locations where Trixski's services are housed.
Dedicated to achieving a fossil-free internet by 2030, the Green Web Foundation is an excellent
resource for switching to renewable energy to power the services.
Carbon Offsetting: Trixski can offset emissions to become carbon neutral by planting trees,
making donations to green energy initiatives, or buying and protecting rainforests.
2. Nurture biodiversity: reforestation and conservation
Reforestation is a significant part of the fight against climate change. Tree removal reduces the
earth's capacity to absorb carbon and obliterates crucial habitats for a vibrant and healthy
biodiversity. Thankfully, Trixski's activities can considerably lessen deforestation. Trixski may
buy one acre of tropical rainforest for each employee in conjunction with World Land Trust. Or
they can set a goal to planting a large number of trees every year, as local tree planting effort also
be fun team building exercise.
3. Educational Initiatives and Advocacy:
Guest Education: Trixski can help to Inform the visitors on how their actions affect the
environment and offer advice on how to lighten their carbon footprint. Encourage
environmentally friendly behaviours such as composting, recycling, and reforestation.
Collaboration and Advocacy: Trixski can work with ski industry associations and governing
authorities to promote laws and regulations that are climate friendly. Collaborate with other
Snowsports businesses and environmental groups to advance environmental protection and
climate action.

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Community Involvement: Establish connections with neighbourhood groups, including
indigenous ones if appropriate, to guarantee that Trixski's operations are respectful of their lands
and cultures. Involve local stakeholders in sustainability initiatives and climate resilience
planning.

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Analytics | Analisa.io
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