Product Attributes and Brand Equity †Free Samples to Students

Question: Discuss about the Product Attributes and Brand Equity. Answer: Introduction: Customer experience management is the process based in which the business executives keep a track on the customers feedback regarding that particular products or services by maintaining an effective interaction with the customers. This very specific study has focused to choose two different products from Marks and Spencer. The products include human cloths and fast moving customers goods (FMCG). As a customer experience manager, I have observed that the marketing executives after collecting effective customers feedback and experience regarding the quality of two products have received two opposite responses. Customers have highly appreciated the FMCG products of Marks and Spencer due to its superior quality of product along with low price. On the other hand, the cloths of Marks and Spencer do not maintain quality in comparison to the product cost. As per customers point of view I have collected from different resources, Marks and Spencer does not render cloths diversity within the st ore. Due to the lack of product variety, the number of target customers is decreased. This very specific study has provided an in-depth comparative analysis about the poor and good experience of the products along with its proper justification. By using proto-persona diagram, the study has focused to make an in-depth analysis about the different components of customers experience. Proto-persona diagram is constituted with five major components including tasks, influence, overall goal, pain points and feeling. Tasks indicates what questions can be formed to the customers for collecting their feedback. Influence signifies the major factors that can draw customers attention. Products should have some additional features due to which customers can be influenced positively. In many cases, it has been observed that the executives fail to leave a positive influence on the customers. Overall goal includes the amalgamation of business objective set by organization and fulfilling the customers expectation from the product. Pain point indicates the highlighted features of product be it positive or negative (Rose et al., 2012). As per customers experience, the organizational managers sometimes get negative feedback regarding the product (Rawson, Duncan Jones, 2013). At the same time, as a manager, I have positive feedback from the customers. However, paint point enables an expert to point out the negative or positive product features for overcoming the complaints of customers. Feeling is the overall feedback collected from the customers about the concerned product. In this very specific part, the study would like to focus on highlighting two pain points of the two consecutive products. On the very first part, two key pain paints of Cloths from Marks and Spencer have been selected in order to overcome the issues applying effective CEM concepts or strategies. As per customers feedback excessive lack of product quality and lack of product diversity are two major paint points due to which customers show their reluctant attitude in purchasing cloths from Marks and Spencer. However, in order to overcome the issue the business experts have intended to apply some of the effective strategies and policies due to which customers can be influenced (Boulding et al., 2013). However, this very specific study has focused to make an in-depth CEM strategy based on which the managers can overcome the paint points on Marks and Spencers cloths. After consulting with the customers experience manager like me the product managers of Marks and Spencer have decided to r ender numerous variable products so that people belonging to different geographical backgrounds and attitudes show their level of interest in purchasing cloths from this organization (Wong, 2013). On the other hand, the business experts have decided to improve product quality as well so that customers do not get the scope to provide negative feedback on the brands. On the other hand, FMCG goods such as milk, gum, fruit and vegetables, toilet paper, soda, beer and over-the-counter drugs like aspirin of Marks and Spencer have received innumerable positive response from the customers of different geographical boundaries. The pain points that the customers have primary highlighted after using their fast moving customers goods (FMCG) include affordable product price, good quality of products. After making an effective communication with the customers, the business experts got to know that the FMCG product of Marks and Spencer is very low price. In addition, the service providers tend to give numerous additional benefits. The customers can get buy one and get one free products as well. On the other hand, the customers give an effective positive feedback on the overall products. In order to get a positive response and satisfy the needs and demands of the customers CEM managers have made effective strategies (Atwal Williams, 2017). They decide to prov ide numerous benefits after purchasing goods especially health drinks. The customers according to me are able to gain gifts after purchasing a certain amount of products of Marks and Spencer. On the other hand, the business experts have maintained moderate cost on entire FMCG products. As a result, low cost customers can afford the goods as well. The number of target audience becomes wide along with receiving good feedback (Sheng Teo, 2012). These two strategies especially are very much effective for getting positive outcome of the customers. In order to compare and contrast on two different customers experiences it can be stated that Marks and Spencer has already received immense positive response from the customers (Mithas, Krishnan Fornell, 2013). On the other hand, cloths from Marks and Spencer cannot draw customers attention. On one hand, FMCG products are successfully able to satisfy customers need due to its affordability. On the other hand, customers do not wish to purchase cloths from Marks and Spencer due to its high price level in terms of quality for the moderate cost customers (Otnes, Ilhan Kulkarni, 2012). After collecting an effective feedback, I can focus on making effective strategies for overcoming their issues. Conclusion: In this very specific study, I have provided detailed analysis about the impact of CEM on enhancing the product quality. Based on two different kinds of products of Marks and Spencer the study has made comparative analysis by using Proto-persona diagram. The feedback of the customers is highly important for rendering an innovation within the products as well as services. Reference List: Atwal, G., Williams, A. (2017). Luxury brand marketingthe experience is everything!. InAdvances in Luxury Brand Management(pp. 43-57). Palgrave Macmillan, Cham. Boulding, W., Staelin, R., Ehret, M., Johnston, W. J. (2013, May). A customer relationship management roadmap: What is known, potential pitfalls, and where to go. American Marketing Association. Mithas, S., Krishnan, M. S., Fornell, C. (2013, May). Why do customer relationship management applications affect customer satisfaction?. American Marketing Association. Otnes, C. C., Ilhan, B. E., Kulkarni, A. (2012). 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