Browsing my latest research journals, I came to realize the
importance of internal branding towards the whole CSR program. As HR is having a wide role in the value
chain, internal branding performed by HR is having a vital role outside the
organization. Interrelatedness of
customers and HR are usually collaborated by the actual customer services being
performed by the HR department as a whole.
Customers of today are more involved in marketing the latest product of
the organization considering the customer clubs and organizations that are more
product and brand focused. Customers
that are involved in clubs promoting the company product are more diverse in
the future innovation planning of any given product segment of the
company.
Consumer involvement in
marketing is one of the marketing tools that will loosen the HR job pressure. Therefore, consumers have the significant role
in influencing the marketing success of the company. As to the modern concept of value chain, we
can say that “Consumers are Marketer”.
The next possible inference that may arise from this business concept is
the brand loyalty of the consumers representing the company. As a consumer, internalizing the value of the
product and the organization as whole will eventually create psychological
mindset of the consumer to buy only one brand or buy the same product again and
again.
Though the product sometimes will
experience some recalls and setbacks, the consumer itself will defend the
integrity and public image of the product.
The marketing power of consumer and the CSR program will give a part to
the organizations’ marketing success.
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