A company was marketing 'water purifiers' which were very popular due to their quality and after sales services provided to the customers. The company was a leading company in the market and earning huge profit Because of huge profits the company ignored the after sales services. As a result its relations with the customers got spoiled and the image of the company was damaged in the public. Top Management become concerned when the profits for the current quarter fell steeply. On analysis it was revealed that ignoring the after sales services was it's reason. Therefore the company took all possible measures to protect and promote it's favourable image in the eyes of the public. As a result the goodwill of the company improved in the society.
(a) Name and state the communication tool used by the marketer in the above case to improve its image.
(b) Also explain role of the tool as identified in part (a).

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Solution

(a) The communication tool used by the marketer to improve its image is 'Public Relation'. It refers to the activities undertaken by an organisation to promote and protect the image of an organisation or its product. It aims at strengthening the relations of the organisation with its customers, shareholders, employees, investors, etc.
(b) The following points highlight the role of public relations.
1. Building public relations helps an organisation to function smoothly and achieve Me desired objectives.
2. Public relations helps the organisation in building customer interest in its established products. This further helps Me organisation in building a customer base for this new products.
3. It helps an organisation in building a positive image for its products. Moreover, an organisation facing negative publicity can use public relations to improve its image and reputation.
4. Public relations supplements promotion through advertising.

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