The paper 'Brand Portfolio - Qantas" is a good example of a marketing case study. Brand portfolio refers to the total collection of rights that a product may possess. Some organizations deal in multiple products and services, each of which may have its own brand either trade or service mark. They may be universal law marks or registered under statutes in various countries or states. This research will focus on Qantas Brand which is a well known Australian Airline Brand. Discussion Social media is a form of internet-based applications for communication that is used to pass information from one point to another.
The business world has experienced vast technological advances with the presence of web-based and mobile technologies. Social media helps to turn communication into intermingling dialogue between people, communities and organizations. Social media methodical is speedily evolving, always taxing the ways marketers gauge and draw insights from the web and social media (Safko, 2010). For that reason, it has become an apparatus for trading and today it is widely used by many business organizations for marketing purposes, seeking ideas and suggestions from the customers as well as comments where the public conjecture what may happen in the future, or location-based check-ins and consequent clarifications.
It comes in a variety of diverse types and some of these are magazines, weblogs, social blogs, microblogging, wikis and social bookmarking. Yes, our Qantas Brand does use social media to communicate with our target market or potential customers through Facebook since Facebook is widely used and attracts users of all ages, genders, nationalities and interests. We have discovered and analyzed our target market hence realizing the need to keep them informed about our products and services.
We make use of the new-fangled methodologies and toolsets that pull together the social media chatter by tying it to the sight and customer profiles. Equipped with those records, the marketing department is then able to bind social with purchase information to model sales efficacy (Safko, 2010).
Lon Safko 2010, The Social Media Bible: Tactics, Tools, and Strategies for Business Success. John Wiley & Sons Ltd: New Jersey
Dave Evans 2012, Social Media Marketing: An Hour a Day. John Wiley & Sons Ltd: Canada
Paul N. Hague 2002, Market research: a guide to planning, methodology & evaluation. Kogan Page Publishers: London
Dennis J. Cahill 2006, Lifestyle market segmentation. Rout ledge: New York
Noel, Capon and James, Hulbert 2007, Managing Marketing in the Twenty-first Century: Developing and Implementing Marketing Strategy. Wessex Inc: New York
Armstrong, JS and Green, KC 2005, Demand Forecasting: Evidence-based Methods, Strategic Marketing Management. Huntsman: Philadelphia