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ESSAY QUESTION: The following appeared in a market research report examining consumer perceptions of a chain of clothing stores:
"A recent survey commissioned by the market research department of XY Gen Stores indicated a high level of recognition among consumers of the brand and the nature of the apparel sold in XY Gen Stores. However, the survey also indicated that approximately 60% of those surveyed that recognized the name of XY Gen Stores had never shopped at one of the company's stores. Because of this result, XY Gen Stores executives should launch a significant rebranding and marketing campaign to change the company's image and thereby bring new consumers into the stores. The argument claims that (put the conclusion here) XY Gen Stores executives should launch a significant rebranding and marketing campaign to change the company's image and thereby bring new consumers into the stores. . Author's line of reasoning is that out of all the participant of the survey who recognized the xy stores 60% of the participants said that they have never shopped at one of the company's stores. So author assumed that very few consumers recognize the brand of XY store. Stated in this way the argument fails to provide the required evidence to the support the conclusion and has several flaws. First, the author assumes that/ first, the argument readily assumes that the survey result that 60% of those who recognized the brand did not shopped from stores shows that only few consumers are buying apparels at XY store. Argument has not provided the number of participant in the survey. Suppose the survey was online and around 10 million people recognized the brand xy and 60% didn’t shop at store, but the remaining 4 million is huge number of customers. Second, the argument has not mentioned the target customer group of the survey. What was age group, sex, financial background of the participants? Also, the argument has not provided any information about the customer group for which the XY stores are selling apparels. May be the participants of the survey that did not shopped at the stores are out of those target groups. For example if the store has apparels for teenagers and the survey is done among working class then the results of survey would not be useful. Third and most important thing is that the marketing and branding are two different functions. As the argument states that the brand recognition is high among the participants, so the there is no need of re branding. Marketing is process of talking to customers and then developing the product as per their requirement. If the apparels are developed for teenagers and then doing the survey among the working class is of no use. In conclusion, the argument stands on questionable assumptions, and to strengthen the argument, the author will have to provide enough data about participants of the survey, data about the consumers that brand XY are targeting, and the price of the product they are selling. Moreover, the author has to clarify that branding and marketing are different functions and there objective are different.