Question

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 profits. Because of huge profits, the company ignored the after sales services. As a result, its relations with customers got spoiled and the image of the company was damaged in the public. The top management became concerned when the profits for the current quarter fell steeply. On analysis, it was revealed that ignoring the after sales services was its reasons. Therefore, the company took all possible measures to protect and promote its favorable image in the eyes of the public. As a result, the goodwill of the company improved in the society.
.What are the reasons for dissonance in the minds of the consumers? How would an organization use the theory of Marketing to regain the confidence of the consumers?

Answer 1

Dissonance is the lack of harmony or a feeling of discomfort. In the given case, the primary reason for dissonance of the consumers was the lack of backend or after sales services of the water company. Since the consumer did not feel comfortable and had a remorse due to lack of services, they might have had conflicts with the company and also the consumers might invest their money in a different product which is more consumer-friendly.

In such tense times, the marketing strategy to be used by the company is to make use of the PR or Public Relations team. The PR team should be able to give a positive outlook to the products in the public by using the media or other publicity services.

The PR team should become the communication tool to gain the confidence of the public, the stakeholders, and the distributors and should increase the loyalty of the company towards them. Also, promotional ventures can be taken up by the company to promote their products and it will increase the consumer base.