Expert answer:Brand Personality

Expert answer:Choose an organization with which you are familiar or use the organization you chose for the Week 1 assignment.Create an 8- to 10-slide Microsoft® PowerPoint® presentation with speaker’s notes representing how this organization manages and develops its brand personality, and deliver the following:Find an ad (digital or non-digital) that you feel communicates a strong brand personality. Include this ad in your presentation.Describe that brand personality in terms of the dimensions in Figure 10-2 (p. 369 in Consumer Behavior: Building Marketing Strategy).Describe the various techniques used in the ad (celebrity endorser, user imagery, executional factors, etc.) and how that links to the personality they are communicating.Review what traits you believe are good to have in a brand personality.Analyze how this brand personality impacts competitive positioning. How does this ad impact your belief in the brand or impact your motivation to purchase from this organization?Format your presentation consistent with APA guidelines.I have attached Weeks one assignment.
consumer_behavior.docx

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Running Head: CONSUMER BEHAVIOR
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Consumer Behavior
April Parham
MKT/435
December 4, 2017
Professor Dustin
2
CONSUMER BEHAVIOR
Southwest Airlines
The Southwest Airlines Company is the world’s largest carrier with prices that are
relatively low. The airline which is based in the United States was established by Herb in the
year 1967 where it started as Southwest Airlines. The success of the company is coined to the
high-quality employees who are hired and their number which is about 55,000 staff enabling the
carrier to operate 4,000 departures every day during the high season. About 47 years of service,
the organization continues to differentiate itself from other companies in the travel industry
(Bravman, 2016). This success is related to the various strategies that are employed including the
marketing strategy with the company being one of those which implement a grand strategy.
For every business, the consumers of the products or services that you produce are the
primary determinants of your success or downfall. The consumer factor is very essential, and
marketing strategies should be aimed at turning consumers into your loyal customers. For many
businesses, the perception of the customer being always right is common and determines the
success of such particular firms. Customers associated with an organization should want to
purchase their products, buy the specific products, come back to buy again and also refer to their
friends about the services or products that they have used. To achieve the state, each business
must ensure that it has superior efficiency, quality, innovation and it responds to customers all
the time.
Over the past years, many changes have occurred regarding the shift in economic, social,
political and technological aspects. These factors have mainly contributed to the change in
consumer needs and behavior. Access to education has made consumers more complicated in
CONSUMER BEHAVIOR
3
their needs while also they understand what exactly it is they need (Solomon, 2014). These
changes occur on a daily basis, and for a company to be competitive, there is need to understand
consumer behavior regarding what they prefer, quality, and price among other aspects. For a firm
knowing what customers need and how to acquire this information is crucial.
To be able to stand at the top of a business that is regarded to be challenging, the
Southwest airline had first to determine what their customers’ needs were. This crucial
information was obtained by creating a system where feedback is cherished, and the opinions for
advancement considered carefully. The company uses ways such as researching the purchase
trends, conduct surveys about the current products in the market and ways to improve them,
benchmarking competition strategies from competitors and also innovating new and unique
products are tailored towards the needs of customers (Weiss et al 2017). The information
gathered from the research then provides information on what particular products different
customers want. The process then shifts to the company focusing on how they will attain
superior efficiency, innovation, and responsiveness to customers.
As a way to ensure that there is a constant flow of information that helps provide
feedback to the organization, Southwest airlines utilize a value chain management methodology.
This chain focuses on lowering the amount of input, increase the effectiveness of services as well
as innovation. The employees in this carrier are also highly valued because their constant
interaction with customers can help them understand the particular needs of customers. During
the annual meetings, the top management in this organization takes note of the development and
innovative opinions given by employees which are based on their observation about the needs
and interest of employees.
CONSUMER BEHAVIOR
4
In many circumstances, a business has to change its marketing strategy to fulfill the needs
of customers for it to be successful. Therefore, consumer’s behavior mostly impacts marketing
strategies of any company in several ways. One of the primary strategies of the airline that has
been influenced is the product positioning. For many carriers, the flying affair has to be
expensive, and people are placed in social classes which discourage most passengers from using
this mode of travel. However, Southwest airlines take a different direction where it projects its
image as the only low-fare, point-to-point carrier with a high frequency. The passengers in the
airline are treated equally, and there is no transfer of luggage to other carriers. These attributes
make traveling more fun and easier hence aligning them with customer needs.
Getting to a meeting on time is essential for most people who make business travels
every day. By realizing that this is what customers need, Southwest airline came up with a
slightly weird strategy but which helps to differentiate it from competitors. For example, by not
assigning seats to passengers, airplanes can turn faster at the gate making it possible to take more
routes flown per day and at a lower cost. This strategy helps the company to gain a lot of revenue
while the passenger’s needs are catered for when they get to their destinations on time and with
the lowest fares possible (Jarach, 2017). The other strategy that has been impacted is the pricing
strategy. The idea of SWA is to provide services at a lower cost while also making a profit. The
need for people to travel across cities by using other modes of travel necessitated the carrier to
introduce lower prices that saw a rise to 26,000 people using air travel as compared to 8,000 who
used it between Louisville and Chicago weekly.
Saving both time and money while also getting quality services is the most critical thing
that passengers consider. The reservation process using computer reservation systems was
tedious for customers. The airline hence came up with an innovation where the ticketless travel
CONSUMER BEHAVIOR
5
option was introduced. The customers loved the idea which saved their time while it also worked
for the company by reducing the cost of printing papers. This aspect is combined with the fact
that the firm, unlike others, does not use travel agents to distribute their products. For SWA,
bookings are made directly using the phone and internet where no intermediary is involved.
These aspects of product distribution strategy have contributed towards the success of the
company.
6
CONSUMER BEHAVIOR
Reference
Bravman, J. (2016). Southwest Airlines and Delta Air Lines: A Review of Key Planning
Optimization Activities and Their Execution During 2015.
Jarach, D. (2017). Airport marketing: Strategies to cope with the new millennium environment.
Routledge.
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.
Weiss, E. N., Weiss, E. N., Friesen, M., Friesen, M., Weiss, E. N., & Weiss, E. N. (2017).
Southwest Airlines: Singin’the (Jet) Blues. Darden Business Publishing Cases, 1-16.

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