PART 2: INTERVIEW FROM A PROFESSIONAL

1.      BACKGROUND OF THE PROFESSIONAL

Dale Hooper is the Chief Brand Officer at Rogers’s communications in Toronto, Canada. His job description includes marketing and advertising. Hooper has studied from Laurentian University and has previous job experience in Rogers Media Inc., PepsiCo, and Pepsi-QTG. After joining Rogers, Hooper helped it leading its brand strategy successfully, establishing that the company is truly an integrated player in the Canadian Media Landscape. As a Vice-President for marketing and insights at PepsiCo, Hooper used to develop marketing programs and advertisement campaigns. Many of these programs gained worldwide acceptance and adoption. Hooper also holds experience in partnership marketing, as he has also worked with major sports organizations, record labels, and networks. Moreover, in 2010, Hooper received an award from the Laurentian University School of Sports and Administration Program as the top 50 Laurentian Alumni who characterize the university’s core values (www.rogers.com).

At present Dale Hooper works at Rogers’s communication, which is a Canadian based company that deals in telecom and media business. Roger’s Communication Inc. includes Rogers wireless, Roger cables, Roger Solutions, and Roger Media. It is considered to be Canada’s largest wireless service provider, a leading Canadian cable service provider, business solution provider to huge customers and one of the Canada’s premiers Group of category leading broadcasts. According to the annual report of the fiscal year 2013, Roger Communication generated $12.7 billion, which was contributed by 57% wireless, 27% cable, media 13% and business solutions 3%. http://www.rogers.com/web/Rogers.portal?_nfpb=true&_pageLabel=Home.

2.        HIGHLIGHTS FROM THE INTERVIEW

According to Hooper, the sales and marketing efforts are core for any business. Marketing efforts help the business in creating heightened brand awareness, which is then followed by increased sales. According to Hooper, to say that the business can run without marketing is like believing that you produce a product and keep it in your shelf with doors closed, assuming that it will sell itself. As a Chief Brand Officer, Hooper has engaged in marketing activities such as advertisements, direct mail, flyers, street car wraps, print and point of sale materials, and has an active presence on social media networks. It also distributes its services through Best Buy or Futures shop. He quoted his Vice President, John Boynton, saying that once Boynton told the marketing, that world is going global. He stressed the need for the company to prepare itself in order to compete in the global market place now, as it is now subject to global competition. The least marketing effort that Rogers up till now has conducted is nothing. However, it can be said that as the operations of the communication is not easy, customer queries are not responded to the fullest that has hurt Rogers’s reputation earlier but it is revamping this too. Marketing budget for Rogers’s communication in all is inclusive of budget for Canada’s wireless carriers that spend $1 billion in the communication infrastructure. The infrastructure is strengthened every year and so comes the cost with it. The budget is not fixed and is dependent on the strategies we plan to achieve the following year.

3.      QUOTES WORTH REMEMBERING

1. “The value of a promise consistently kept”
2. “Your brand is defined by how the company operates”
3. “Your brand is your business system”

4.      SUGGESTIONS FROM SPECFIC EXAMPLES RELATED TO INTERNATIONAL MARKETING ACTIVITY

The world is going global said Hooper. He emphasized the importance of businesses going global. Hooper said that back in 2012 it was noted that Rogers’s communication has established a good brand image in the mind of its prospective consumers. Internet is global phenomenon and therefore Roger now needs to establish itself in the international markets too. For that the marketing team at Rogers’s Communication devised a new tagline for this novel insight that was to create such internet experiences at Rogers’s Communication, which could be world-class and global.

For this Rogers engaged in International Marketing by setting up different mediums to communicate Rogers at a global level. The new marketing plan devised was inclusive of street car wraps, print and point of sale materials, flyers and direct mail. In addition to this, Rogers’s communication also launched a television commercial with the help of PUBLICIS. In addition to this, diversifying the existing customer base internationally did require extra efforts....................................

This is just a sample partial case solution. Please place the order on the website to order your own originally done case solution.

Related Case Solutions & Analyses:

Surfside Leisurescapes Cooperating to Compete: EGS of Turkey Development of Food Retailing in India (C): From Farm to Fork via Supermarkets Parul’s Profit Predicament: Growth and Branding Challenges of a Publisher DonorsChoose.org: Refining a Successful Brand Kassatly Chtaura: Time to Expand Abroad? Maple Leaf Simply Fresh (D) Putting the ‘Relationship’ Back Into CRM Coca-Cola on Facebook Display Campaigns