Theme: Improving Customer Loyalty To Create Revenue Growth: Corporate Digital Communication

Corporate Digital Communication Membership No: 40079103 July 2021
Theme: Improving Customer Loyalty

to Create Revenue Growth
Corporate Digital Communication
July 2021
Membership No: - 40079103 1

Table of Contents
1 TASK 01 ....................................................................................................................................................................................... 4
1.1 Organizational Background .................................................................................................................................................. 2
1.1.1 Introduction to “Rich Life Dairies” ............................................................................................................................. 2
1.1.2 Stakeholder Analysis .................................................................................................................................................. 3
1.1.3 Key Customer Segment .............................................................................................................................................. 3
1.1.4 Rationale for choice of “Customer Loyalty” as a theme for Rich Life Dairies ........................................................... 3
1.2 Customer Loyalty through Corporate Reputation, Identity and Image of Rich Life Dairies ................................................ 4
1.2.1 Corporate Reputation .................................................................................................................................................. 4
1.2.2 Corporate Identity ....................................................................................................................................................... 5
1.2.3 Corporate Image.......................................................................................................................................................... 6
1.2.4 Influence of Stakeholders on the Corporate Reputation of “Rich Life” Dairies .......................................................... 7
1.3 Rich Life Dairies Corporate Reputation ................................................................................................................................. 7
2 TASK TWO ................................................................................................................................................................................. 9
2.1 Positioning and Reputation of “Rich Life Dairies” ............................................................................................................... 10
2.1.1 Current Strategy, Structure and culture of “Rich Life Dairies” in relation to positioning and reputation ......................... 10
2.1.2 Current Gaps in Image and Identity of Rich Life Dairies and recommendations .............................................................. 11
2.3 Strategies to Develop Corporate Reputation to Build Brand Equity of “Rich Life Dairies” ................................................. 12
2.3.1 Strategies to Develop Corporate Reputation ..................................................................................................................... 12
2.3.2 Impact on Brand Equity .................................................................................................................................................... 13
2.3.3 Role of Employees within the organization ...................................................................................................................... 14
2.4 Approaches to Monitor and Measure Brand Equity ............................................................................................................... 15
2.4.1 RepTrak ............................................................................................................................................................................ 16
2.4.2 Brand Asset Valuator (BAV) ............................................................................................................................................ 16
3 TASK THREE ........................................................................................................................................................................... 17
3.1 Environmental Trends Driving Digital Behavior and Strategies for Digital Communications .............................................. 18
3.1.1 Environmental Trends Driving Changes in Digital Behavior of the Stakeholders of Rich Life Dairies ........................... 18
3.1.2 Digital Communication Strategy to Enhance Customer Loyalty of “Rich Life Dairies” .................................................. 19
3.2 Digital Channels and Technology Developments ................................................................................................................ 20
3.2.1 Efficacy of Digital Channel in the Market ............................................................................................................................. 20
3.2.2 Impact of Key Technology Development in Digital Tools on the Corporate Reputation of Rich Life Dairies ................. 21
3.3 Digital Communication Strategy and Technologies to Measure and Monitor the Reputation of Rich Life Dairies. .............. 22
3.3.1 Recommended Digital Communication Strategy for “Rich Life Dairies” ......................................................................... 22
3.3.2 Digital Technologies to Monitor and Measure Reputation of Rich Life Dairies ............................................................... 24
4.References ................................................................................................................................................................................... 25
5.Appendices .................................................................................................................................................................................. 26
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List of Tables
Table 1: Financial Analysis: Source: Reliable data ...................................................................................... 2

Table 2: Gaps & Recommendations ........................................................................................................... 11
Table 3: Digital Behavior of the Stakeholders of "Rich Life Dairies"........................................................ 18
Table 4: Appraise on Digital Channels ....................................................................................................... 20
Table 5: Key Technology Developments in Digital Tools ......................................................................... 21
Table 6: Digital 5Ds Analysis ..................................................................................................................... 22
Table 7: Digital Technologies to Monitor & Measure Corporate Reputation ............................................ 24
Table of Figures
Figure 1 : Logo of Rich Life Parent Company ............................................................................................. 2

Figure 2: Rich Life Logo .............................................................................................................................. 2
Figure 3 : Market Share ................................................................................................................................ 2
Figure 4: Corporate Reputation Model ......................................................................................................... 4
Figure 5: Corporate Reputation .................................................................................................................... 5
Figure 6: Corporate Reputation Model ......................................................................................................... 6
Figure 7: Stakeholder Analysis - Mendelow's Matrix .................................................................................. 7
Figure 8: Role within the Organization....................................................................................................... 14
Figure 9: Brand Equity Prism ..................................................................................................................... 15
Figure 10: RepTrak Model.......................................................................................................................... 16
Figure 11: Brand Asset Valuator (BAV) .................................................................................................... 16
Figure 12: RACE Model ............................................................................................................................. 19
Figure 13: PESO Concept ........................................................................................................................... 20
Figure 14: Current Digital Channel Usage of Rich Life ............................................................................. 20
Figure 15: Model of Digital 5Ds ................................................................................................................. 22
Figure 16: Gantt chart of the Digital Communication Strategy of "Rich Life Dairies" .............................. 23
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1 TASK 01
WORD COUNT – 1,289
Briefing Paper
To: Senior Management Team
From: Marketing Consultant
Date: 2nd July 2021
The brief covers the background of Rich Life Dairies as leading Sri Lanka’s dairy manufacturer. Further the
report includes the corporate reputation, identity and image of “Rich Life” and finally evaluates the
impact of stakeholders towards the organization’s reputation
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1.1 Organizational Background
1.1.1 Introduction to “Rich Life Dairies”

“Rich Life Dairies Limited” is a subsidiary of Renuka holdings PLC and it
is a diversified organization listed on the Colombo stock exchange and is
engaged in Agri foods, organic plantations, FMCG, Dairy, property and
investments tracing its roots to 1866. Renuka holding is one of the top 05
dairy manufactures in Sri Lanka.
Figure 1 : Logo of Rich Life Parent
Company
“Rich Life Dairies” was incorporated in year 1995. It was the first company
to manufacture UHT (Ultra High Temperature treated) shelf-stable “Tetra
Pack” packaged food products. Experienced, dynamic and qualified food
technologies, laboratory and quality assurance personal carry on continuous
improvements to their recipes. Figure 2: Rich Life Logo
Size of the Organization

Revenue Year 2018/2019 Year 2019/2020
Grocery network distributes directly to over 70,000 outlets
2.420 Billion 2.596 Billion
and indirectly over 100,000 across Sri Lanka 9-and
monitored by over 160 company sales representatives. The Growth
12% 16%
%
total number of employees amounts to 337.
Table 1: Financial Analysis: Source: Reliable data
Product Range – a complete range of great tasting dairy
products manufactured in Sri Lanka using own fresh milk and it includes:- yoghurt, Curd, Cheese,
Flavored Milk, Pasteurized Milk and Fresh Milk. The fresh milk is hygienically collected from local
farmers across the country. They are processed and packaged in a most technological environment using
stringent quality assurance procedures subject to careful and close supervision of highly experienced,
qualified and dedicated professionals.
Competitors and Market Share - the key competitors of

“Rich Life Dairy” are such as; Kothmale Dairies, Pelwatte
Dairies and Ambewela. Currently the dairy market segment
is led by other players which are consisted of Highland,
Anchor Newdale, Chello Dairies and other rural players.
Among the rest who represents the most innovative dairy
company is “Rich Life” dairies since the brand involves in
many differentiated SKUs and they have been able to add
unique value additions to their own products other than the
rest of the competitors in the market. Figure 3 : Market Share
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1.1.2 Stakeholder Analysis

Rich life mainly identifies the following as their external stakeholders and internal stakeholders who has
made a greater impact on their organization. (Renuka Holdings, 2020). Following highlights how the
stakeholders have incflunced the organization’s corporate reputation.
External Stakeholders
 Consumers – meeting their needs while maintaining world class quality.

 Local Community – actively involved in supporting the rural farmer network for the dairy division.
It produces 1 billion worth produce from farmer network and also conducts training programs, for
farmers to improve their livelihood and wellness of the communities within Sri Lanka.
 Suppliers – Consistent procurement process in order to deliver the best service to the consumer.
 Government – This might influence the dairy sector in negative or wither positive manner. Mainly
the government is involved in implementing of taxes (Ex:- Sugar beverage taxes were implemented
recently)
Internal Stakeholders
 Employees – employee engagement have helps them to retain and motivate the entire organization
and it has help to maintain an organizational culture formed by respect, honesty and integrity.
1.1.3 Key Customer Segment

Rich Life dairies mainly cater to both urban and rural customers who are with lower, upper and middle
income categories. Across the districts, 12% of the household buy liquid milk. Frequently it is much
higher in districts such as Colombo (52%) and Badulla (41%). Household buy 0.5 litres of milk a day at
an average price of 29.3 a litre. Colombo market ranks first with an estimated market size nearly 140,000
litres a day followed by Badulla (22,000 litres) and Puttalam (14,300 Litres). Milk products are directly
consumed by the adults and children. This is 5% and 2% accordingly. However household is the highest
income for liquid milk consumer market and also household buy liquid milk and they account for 69% of
the market in quantity and 70% in value. With the increase in income, the frequency of household buying
liquid milk has increased continuously and especially there is a rapid transition from powered milk users.
1.1.4 Rationale for choice of “Customer Loyalty” as a theme for Rich Life Dairies
Customer loyalty has been understood as a major factor which influences consumers’ preference in the
dairy industry. As a county Sri Lankan dairy farming community is very unique when compared with
other industries. Majorly dairy farmer lifestyle is connected towards rural areas where their families and
the members are well connected towards making their bread and butter based on yield of fresh milk. Their
livelihood is also connected with agriculture where they provide natural fertilizer made out of cow dung
mixed with hey and used for the cultivation of paddy. Out of everything Sri Lankans very much considers
“fresh milk” itself traditionally known as a sign of prosperity and sustainability along with many
nutritional factors identified as pure nutrients for their day today living. Therefore, based on all these
factors everyone feels like enjoying any fresh dairy based product available in the market. So people have
become very loyal and respectful to local dairy products and the dairy farmer community itself and also
people have realized the local dairy products increases not only the farmer lifestyle but also it’s a huge
saving of foreign exchange. Annual expenditure on milk imports is around $USD 55 Billion which
translates to Rs. 30 for every liter of milk that is imported.
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1.2 Customer Loyalty through Corporate Reputation, Identity and Image of Rich Life Dairies
Corporate Reputation, Identity and Image are most powerful and vital tool for organizations to grow
during this competitive market and drop a decent and positive impact on the organization and as well the
consumer’s mind. It helps describing the business services and the quality of the work as well. (Eonian
Brand Ideas, 2018)
1.2.1 Corporate Reputation

Corporate reputation is the overall estimation in which an organization is held by its internal and external
stakeholders based on its Past actions probability of its future behavior. A business can achieve its
objectives more easily if it has a good reputation among its stakeholders, specially community, suppliers
and current potential employees. Good reputation will cause both customers and vendors to be trusting
and loyal to its business or brand. (Treavor Halleck, 2015)
The corporate reputation model (Figure 04) by Harris Fombrun is a comprehensive measuring method of
corporate reputation that was created specially to capture the perception of corporate stakeholder groups
such as; consumers, investors, employees.
Considering the current Corporate Reputation of Rich Life Dairies, they have command price premiums
in the market in order to maintain competitive product positioning and to generate greater customer
loyalty. The overall reputation of the company includes various facts of corporate behavior interacting
with many stakeholders groups in activities in the product markets.
Figure 4: Corporate Reputation Model
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1.2.2 Corporate Identity

Corporate Identity is, an action that a company undergoes in order to achieve decent perception from their
target market. It is mainly obtained through corporate design, corporate communication and corporate
behavior. Maintaining a strong corporate identity is important for an organization since it helps the
interaction of customers and the company. Corporate identity is very much important in the perspective of
the consumer since it helps them to understand the business.
Mainly the corporate identity helps in many ways such as; differentiation, visibility, ownership, image,
and reputation. Figure 05 depicts the relationship between corporate identity and corporate reputation.
Further, it evaluates how the brand identity impact on brand reputation. Rich Life Dairies current brand
communication is very much unique and powerful compared with the other dairy competitors in the
market. As they deliver the brand message effectively through their digital media platforms.
Figure 5: Corporate Reputation
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1.2.3 Corporate Image

Corporate image refers to overall impression made on the minds of the public towards to the organization
(Barich and Kotler, 1991). Simply corporate image is the feeling and beliefs about company that exists in
the mind of the consumer.
This includes Symbols, logos and many more. In a competitive business climate, many businesses
actively have worked to create and communicate a positive image to the customers, shareholders and the
general public. A company which ignores its image is likely to encounter various problems.
The importance of corporate image is that it’s a society growing expectation that corporations be socially
responsible. Few organizations including “Rich Life” dairies have now focused on CSR activities in order
to build a positive impact on the minds of consumer.
Financial Image Product Image
Recruitment
Social Image
Image
Reputation
Figure 6: Corporate Reputation Model
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1.2.4 Influence of Stakeholders on the Corporate Reputation of “Rich Life” Dairies

Roberts & Dowling, 2002; Helm, 2007; Puncheva, 2008; Omar, 2009; Siano et al., 2010; Peloza et al.,
2012) stated that corporate reputation is an interaction between stakeholders and organization. Thus the
corporate reputation depends on how stakeholders value the organization. Consequently decision between
the organization and stakeholders influences corporate reputation.
It is also observed that stakeholders make greater impact on the organization than the organization can
make on stakeholders. Mendelow’s matrix can be used to map the stakeholders of “Rich Life” dairies and
how they influence in terms of power and interest. The importance of each stakeholder to organization
depends on where the stakeholder finds themselves in the matrix field.
Figure 7: Stakeholder Analysis - Mendelow's Matrix
Above (Figure 7) stakeholders mapping helps to deal with stakeholders’ conflicting demands and it
identifies stakeholder expectations and power and helps in establishing political priorities.
1.3 Rich Life Dairies Corporate Reputation

The consumers expect high quality on products return on value for the money that they spend on the
belief of the product assurance regards to its richness. As company Rich Life holds its reputation for
producing high quality and healthy dairy products for the day today lifestyle of the consumers by using
fresh milk and the company has a great responsibility on the survival of the dairy farmer community.
When it comes to the stakeholder engagement the brand loyalty plays major role when consumers dispose
their income on locally made fresh dairy products like Rich Life and they do believe in press releases and
product information shared by their website and all other ways of brand communication which leads to
high power and high interest on its stakeholders. (Appendix 04)
The local farmer community thrives on especially on the price per litre of milk sold on a certified rupee
value by the authorities which ensures a permanent continuous supply of fresh milk to the company and
in return which determines a better living standard on their life style and also the return on investment
made regards to cow’s feeds, vaccinations, shelters all other essentials required for their cattle farming.
Therefore, this influence the sustainable lifestyle of the farmer community with the fulfillment of socio
economic aspects through growth and development of farmer community directly influence the corporate
reputation of the company when it comes to supply chain of local fresh milk from every corner of the
county leads to high power and high interest which keeps the momentum maintained throughout.
The employees of the company deserves an attractive remuneration such as; salary, incentives, bonus and
medical facilities with a pleasant working environment with job satisfaction and also the security which
leads towards the social esteem of each individual families of employees. The influence on stakeholder
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and corporate reputation highly depends on the employee attitude, behavior and the response changes
since the employee is directly engaged in the day today functions of its customers and when the service is
concerned. Further, a better remuneration and other aspects make a positive impact on the corporate
reputation of which leads towards stakeholder engagement on the aspect of employee performance and
their contribution and also it effects when it comes to the evaluation of performance appraisals on the
progress management which influence negatively with low power and high interest.
The suppliers deserve to have the right price, right quantity and for the quality when it comes to supply of
fresh milk constantly and they expect a consistent procurement process and the payments made on the due
date. Therefore, Rich Life Dairies maintains all these criteria’s and they adhere to best practices of
constant procurement plan in order to ensure the production and the availability of the product portfolio.
The stakeholder engagement indicates both the suppliers and the consumers are intact which demonstrate
always a give and take policy low in power and high in interest.
Eventually the government has a major role to play in technological aspects of dairy management
advisory and veterinary services and subsidies extend on dairy development process in the country in
order to ensure a pleasant life style of farmer community. The government has a great influence on the
stakeholder and corporate reputation when involved in the dairy management process on both negative
and positive ways based on its approach. This can happen based on the taxation policy and the fiscal
policy of the government which tends to change time to time which can have an impact on both positively
and negatively regards to stakeholder engagement which denotes a high in power and low in interest
when the industry is not taken care of.
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2 TASK TWO
Report
Date: 2nd July 2021
The report covers the current positioning and the reputation of “Rich Life Dairies” and also the gaps
between image and identity.
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2.1 Positioning and Reputation of “Rich Life Dairies”

Corporate reputation is a combination of personality, image and identity as proposed by Fombrun and it
acts as a lynchpin for all of these concepts in the reputation framework.
2.1.1 Current Strategy, Structure and culture of “Rich Life Dairies” in relation to positioning and
reputation
Rich Life Dairies Sustainability is one the key element of strategy for future growth where the utilization
of resources efficiently, environmentally responsible manufacturing product that deliver sustainable
benefits which can leverage commercial advantage. Strategy of creating shared value is not only “Rich
Life Dairies’” approach to corporate social responsibility but also the way they conduct business; as they
extend their relationship with farmers across the island.
Company Vision
To be a leading Sri Lankan conglomerate involved in pioneering ventures with global presence,
excelling through innovation and technology
Rich Life Dairies culture reflects more than just a structure. It is a statement of values. Their main
commitment to a Responsive, Enterprising, Nurturing, Unrelenting, knowledgeable and accountable
workplace enables to build relationship with clients and with colleagues on honesty and trust with the
brand slogan “Real Sri Lankan Milk”. It drives the ability to deliver great products and services and to
generate long-term financial performance from their stakeholders. Their positioning as Sri Lankan real
milk brand the entire reputation is built upon this concept.
The Organization Structure cascading down starting from the CEO level to five departments such as;
sales and marketing, human resources. Production and factory, finance/ IT and procurement department.
Each department head reports to the CEO with their assigned job portfolios and the CEO becomes the key
link between the managing director and the board of directors of the company.
When analyzing the communication climate according to Downs and Hazen (1977), communication
satisfaction is the satisfaction felt by individuals against various aspects of communication that exist with
the organization.
When it comes to Rich Life dairy it’s mainly the trust comes in first as employees at all levels in the
organization maintains truth worthy relationships, beliefs and credibility supported by statements and
actions. In terms of the decision making factor, employees are given the opportunity to communicate with
the management to participate in the process of decision making and goal setting. Especially the
organization maintains an atmosphere of honesty and openness within the employees.
In terms of systems adapted in the organization “Rich Life Dairies” operates with the use of systems such
as; control systems, risk management systems in order to fulfill the needs and wants of their target
customer segment. Rich Life Dairies would further focus on implementing milk procurement
methodology in order to maximize increase the collection of increased number of liters per day associated
with the collection process with chilling centers.
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2.1.2 Current Gaps in Image and Identity of Rich Life Dairies and recommendations
Rich life Dairies can be described as a brand which ensures a rich and healthy life of people. Identifies
itself as a company dedicated to enrichment of human life with nature’s gift by maximizing the use of
local fresh milk with value additions. Below are the identified gaps between image and identity associated
with Rich Life Dairies.
Gaps between Image and Identity Recommendation

Lack of visibility and awareness mainly due to The company needs to focus on the areas of
lapses in island wide distribution. Indoor and merchandising indoor and outdoor to maximize the
outdoor merchandising aspects connected brand performance at POF level by introducing
with POF (Point of Purchase) are key modern techniques of POF such as; visible and
criterion link with the Image and Identity of transparent refrigerators to display the products
the brand presence. marketed by the company. This can be assured only
through a careful selective distribution method
where the company can save its assets by placing
visible coolers at the right point of purchase.
Probably it has to a kind of unique outlets which
are dedicated and recognized as dairy products
available outlets.
Lack of CSR – It is exposed and known in the The recommendation is to conduct CSR programs
dairy farmer community that Rich Life associated with farmer children’s education,
Dairies doesn’t do much of farmer community modern tech knowledge sharing for better
related supportive activities in order to build development of the harvest and the socio economic
up with the most important party of the issues face by the community. All in all the
business who supplies fresh milk for the company should make the farmers understand to
production. feel good about them.
Table 2: Gaps & Recommendations
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2.3 Strategies to Develop Corporate Reputation to Build Brand Equity of “Rich Life Dairies”
Corporate signals, such as corporate image and reputation have the potential to reduce customer anxiety
regarding products in developing markets, and thereby increase brand equity. In emerging markets
corporate image mediates the relationship between corporate image and product brand value.
2.3.1 Strategies to Develop Corporate Reputation

According to the following gaps identified above Rich Life dairies should focus on the following
strategies in order to enhance the corporate reputation.
 Increase the distribution network by 25 – 30 new distributors
The distribution network of Rich Life Dairies should set up in all identified areas where potential for the
brand is high with the proper cold chain in place. Thereby, the sales personnel should be guided and
trained with the right approach to carry out the distribution followed by merchandising guidelines
equipped with point of sale (POP) materials. Further, when it comes to dairy marketing always the
product hygiene first in first out method and last in first out methods to be followed in order to avoid
higher rate of market returns and complaints which should be kept at the bare minimum level as per
company guidelines with required field personnel.
 Free educational program related to school activities.
Set up some centers based on the requirement of which educational level that farmer community children
belong to and assist them with tutors on the subject area to keep them intact with school lessons and
extra-curricular activities such as; sports and career development knowledge sharing. By all means this
strategy will help Rich Life Dairies to retain their milk supplying farmers without diverting them towards
competitor milk collectors. This strategy will enhance the corporate reputation of Rich Life Dairies to
keep their farmers in hand.
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2.3.2 Impact on Brand Equity

Corporate reputation enables the ability to recruit superior talent to deliver on vital strategic skills such as;
creativity, productive, internal structures and innovation is made possible by a company’s credibility
(Ozerali, 2004). However, recruiting the best talent with a strong business image is just half the battle.
Keeping the high quality team is the most important aspect of the exercise.
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2.3.3 Role of Employees within the organization

The Model developed by Van Riel depicted in Strategy Relatedness
figure 08 can be used to identify the corporate
reputation of “Rich Life Dairies”.
Organization Centralizatio Support for
In many ways, employee engagement and a strong n Corporate
reputation are linked in several ways. Employees Employees Identification Branding
that are disengaged will jeopardize a company’s
reputation. Low employee participation has been
Value Reputation
attributed to lower quality of operation, higher
employee turnover and a decline in reputation and Figure 8: Role within the Organization
identity.
Both of these factors effect on company’s bottom line as well as its brand profile. Therefore, for any
strategy to be productive employee engagement with the corporate brand and Rich Life dairies should
support the process to be effective.
It is important to provide employees the motivation to improve the customer experience as the reputation
and bottom lines of companies that depends on customer loyalty. The below three points depicts the
importance of having committed workers in order to increase customer loyalty.
 Committed set of employees have better customer service.

 Engaged employees will provide a better brand experience.
 Dedicated employees will help the company become more customer-centric.
Therefore, strong employee teams are more effective and they are motivated by their desire to perform
well. They will also contribute to significant gains in sales and earnings by providing a strong initial and
lasting impact on new and returning consumers.
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2.4 Approaches to Monitor and Measure Brand Equity

Brand Equity refers to a company’s or product’s perceived worth based on its credibility with advertisers
and buyers, as well as its properties other than sales. Brand Equity consists of qualitative rather than
quantitative.
Keller’s Brand equity model is all about, in order to create a successful brand it is important to make sure
that you influence how the consumers think and feel about the product also need to provide the right kinds
of experiences for consumers so that they have unique, optimistic emotions, values, views and
expectations towards to the brand. Customers who have high Brand Equity will buy more, will promote
to others, will be loyal to the brand and will be less likely to lose them to competitors. Figure … depicts
the four measures that must be followed in order to build strong brand equity.
Figure 9: Brand Equity Prism
There are various models of ways to measure Brand Equity. Several of these models are detailed in the
below sections.
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2.4.1 RepTrak
It is a model that represents a bond between the two souls of the integrated project, as it forms its central
nucleus to its close association with stakeholders support actions such as; willingness to buy, recommend
and spend as well as company
variables such as benefits and market
capitalization.
The platform assesses credibility,

describes the variables that influence
it and helps the organizations to
monitor and compare their success
against competitors. RepTrak is the
world’s first systematic method for
framing and measuring brand
credibility with multiple stakeholder
groups at an international level.
Figure 10: RepTrak Model
2.4.2 Brand Asset Valuator (BAV)

Brand Asset valuator (BAV) is a tool for determining an entity’s brand worth. This model was created by
the firm “Young and Rubicam”. BAV assesses a brand under two main broad areas.
 Brand Vitality which relates to a brand’s present

and possible growth prospects.
 Brand Structure, which refers to brand strength.
The BAV aids in determining where brand sits and

how to compete with other brand in order to devise
appropriate strategies. This particular model thought
to be a useful instrument for determining a brand’s
relationship with its parent corporation, the customer
market and audience groups that resonate most with
the brand, and the celebrity that is best suited to
endorsing the brand.
Figure 11: Brand Asset Valuator (BAV)
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3 TASK THREE
Report
Date: 2nd July 2021
The reports covers the environmental trends that changes the digital behavior Rich Life dairies and how it
effects on the stakeholders.
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3.1 Environmental Trends Driving Digital Behavior and Strategies for Digital Communications
3.1.1 Environmental Trends Driving Changes in Digital Behavior of the Stakeholders of Rich Life
Dairies
Stakeholder’s behavior in the digital platform is very much different due to the various types of
environmental changes.
Environmental Evaluation Impact on Organization and

Trends Stakeholder behavior
E-commerce Buying and selling of goods and services, as It is important that Rich Life Dairies
well as the transmission of funds and to remain innovative with consumers
documents, take place through electronic whose buying habits have altered
mostly notably the internet. Over the last year, considerable since the pandemic. As
the e-commerce industry in Sri Lanka has the consumers want to reduce the
grown rapidly with a significant percentage of number of trips to the grocery store
shoppers turning to the digital platform. they are increasingly turning to e-
commerce and delivery services.
Transformation of Dairy industry attempts to enhance the Lab created dairy technology gaining
Technology productivity, cut costs and meet its corporate popularity day by day. Airy proteins
social obligations. The use of technology in will be created in the lab and used in
dairy production is expected to change fluid milk products as well as
dramatically over the next decade. processed dairy products such as
yoghurt and cheese. Which Rich Life
dairies could focus and the
consumers who are concerned about
both animal welfare and their
environmental footprint may enjoy
the inclusion of lab created dairy.
Acceleration of Alternative dairy products are rapidly growing New flavors are becoming
Innovation the market putting pressure on mainstream increasingly popular among
rivals to come up with innovative, high quality millennial. Consumers are looking
solution that satisfy customer in all levels. for texture-enhanced products that
provide a joyful experience and a
sense of enjoyment. Market takes
advantage of customer desire for
novel tastes, textures and premium
low-calorie health choices. Where
Rich Life Dairies could focus on the
same since the current market,
consumers should anticipate a wide
range of innovations, including novel
flavor combinations and useful
ingredients as well as low- calorie,
plant based alternatives.
Table 3: Digital Behavior of the Stakeholders of "Rich Life Dairies"
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3.1.2 Digital Communication Strategy to Enhance Customer Loyalty of “Rich Life Dairies”
RACE marketing planning model provides Rich Life Dairies a clear
framework for developing a digital marketing or Omni channel
communication strategy that addresses the complexities of attracting
and engaging internet viewers and converting them to online or
offline sales. It’s built around the traditional advertisement funnel,
with the objectives shown in the below diagram.
The RACE model consists of Four Steps which help the brands to
engage their customers throughout the life cycle.
 Reach – aims to increase recognition and exposure of your

name, products and services through web and in offline media.
 Act – generates web leads that can then be nurtured down the
sales funnel when site users or prospects first arrive at your
Website or social media presence, it’s all about persuading them
to take the next move, the next action on their customer path. Figure 12: RACE Model
 Convert – This stage focus on converting leads into sales,
whether via online or offline platforms. It entails persuading the viewers to take crucial next step of
being paying consumers, whether by online e-commerce purchases or offline network channels.
 Engage – Aimed at long term consumer experience and messaging that is cultivating a long term
relationship with the first time customers in order to generate customer loyalty as repeat transactions
through communications on the website, social media, email and direct connections to increase
customer lifetime value.
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3.2 Digital Channels and Technology Developments
3.2.1 Efficacy of Digital Channel in the Market
Figure 13: PESO Concept
The PESO concept combines the four different forms of Media; Paid, Earned, Shared and owned which
was introduced by Gini Dietrich in year 2014. (Figure 14– Current Digital Usage of Rich Life Dairies)
Media Type Channel Performance

Paid Media  Sponsorships Paid Facebook ads are useful for businesses since they allow
 Facebook Ads targeting a specific audience. When it comes to targeted ads,
 Display Ads Facebook claims to be 89% accurate which Rich Life could
focus on in order to enhance the customer loyalty through
achieving higher revenue.
Owned Media  Company Website Website and online presence strategy allows market business
online. Website is also significant since it aids in the
establishment of a company’s credibility. Rich Life shows a
positive engagement in website (Figure )
Shared Media  Facebook Social Media platform enable businesses to actively connect
 Instagram with customers and become a part of a digital community. Rich
 YouTube Life Dairies has a considerable involvement in Facebook and
Instagram but the organization needs to be focused on the
YouTube platforms as well. (Figure)
Table 4: Appraise on Digital Channels
Figure 14: Current Digital Channel Usage of

Rich Life
20
3.2.2 Impact of Key Technology Development in Digital Tools on the Corporate Reputation of Rich
Life Dairies
Following are the several technological improvements in terms of digital tools that an organization could
focus on in order to enhance the corporate reputation.
Digital Tool Impact on Corporate Reputation of the Organization

Social Media Marketing (SMM) Population of 7.90 million Sri Lankans uses social media
as per the statistics.
Therefore Rich Life Dairies should not pass up the

opportunity to promote CSR activities on digital forums
where they’ll be able to reach the greatest number of
prospective purchases as compared to print or broadcast
media marketing. Boosted Ad campaigns, Viral
Campaigns etc. can be used in popular networks. The
negative impact towards to the brand can be avoided
through social mentioning analysis.
Reputology Considering digital communication methods of Rich Life

Dairies online reputation, this collects analysis on social
media posts, review sites, surveys and comments made
by the customers. In order to avoid the negative
consequences which damages Rich Life Dairies
reputation it is important to be alert on the customer
review and keep the Marketing team informed on the
same. By analyzing all these factors Rich Life Dairies
could focus on the negative reviews which damages the
company’s reputation.
Table 5: Key Technology Developments in Digital Tools
21
3.3 Digital Communication Strategy and Technologies to Measure and Monitor the Reputation of
Rich Life Dairies.
3.3.1 Recommended Digital Communication Strategy for “Rich Life Dairies”

In order to protect and strengthen the corporate reputation companies use various digital strategies. The
proposed “5Ds of Digital Model” can be used for Rich Life Dairies to develop suitable strategy for
digital communication to enhance the corporate reputation and stakeholder relationships.
(FigureFigure 15: Model of Digital 5Ds

– Model of Digital 5Ds)
5D’s Tools Current State Influence on Stakeholder relationship and

Corporate Reputation
Digital Services  Television Conducting promotional It helps the consumer to understand their needs
 Smart Phones activities for customers and wants and enhance customer loyalty by
improving product quality
Digital Platform  Facebook Social media platforms Build strong relationship with customers to
 Instagram to enhance the brand strengthen the repo with them
awareness
Digital Media  Email Sending wishes to This allows Rich Life dairies to gather all the
clients on special information on customers this will enhance the
occasions customer loyalty
Digital Data  Google Analytics Gathering data from the Engage members in an incentive as it increases
target audience the customer loyalty levels.
Digital  Voice for online purchasing Customers are eager to engage with the
technology Commander organization. Since this will be the next step in
marketing
Table 6: Digital 5Ds Analysis
22
Given below is the Gantt chart that could be used for the digital communication strategy for Rich Life
Dairies.
JUL AUG SEP OCT NOV DEC

Channels & Activities
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Website
Update Online Purchase Tab
New Product Updates
Facebook
CSR posts
Boosted CSR Campaigns
New Product Updates
Instagram
CSR posts
Boosted CSR Campaigns
New Product Updates
Figure 16: Gantt chart of the Digital Communication Strategy of "Rich Life Dairies"
23
3.3.2 Digital Technologies to Monitor and Measure Reputation of Rich Life Dairies
Corporate reputation of Rich Life dairies can be monitor and measured through following proposed
digital technologies.
Digital Technology Channels Monitored Importance and Description

Google Analytics Website Google Analytics is a useful tool for assessing
online performance. It enables to monitor how
people engage with company’s website. These
specialized metrics assess and monitor many parts
of the user experience, demonstrating how users
perceive website and ads. Bounce Rate,
Page/session, Average session duration are the
main 3 customer engagement metrics to be
focused on.
Measuring and monitoring these metrics will help

Rich Life Dairies to make an informed decision
on how they can improve their customer
engagement efforts. Whether it is through more
ads, better content or more SEO maximization.
Specially tracking the current performance is the
key element towards guaranteeing a higher
reputation.
Hootsuite Social Media Networks This is useful tool for managing social media
network channels. It enables to view multiple
streams at once and monitor what consumers are
saying.
Hootsuite will help Rich Life Dairies to

effortlessly access, Network, share, monitor and
manage the massive quantity of information that
arrives to their social media channels. This will
help Rich Life Dairies to enhance and maintain a
higher reputation.
Table 7: Digital Technologies to Monitor & Measure Corporate Reputation
24
4. References
Chan, T. et al., 2018. Application of Selected Facets of RepTrakTM Reputation Model on Carlsberg
Malaysia as One of the Companies in Tobacco, Gambling, Alcohol and Pornography (TGAP) Industry.
International Journal of Academic Research in Business and Social Sciences, 8(1), pp. 203-217.
Google , n.d. Google Analytics. [Online] Available at: https://analytics.google.com/ [Accessed 18

November 2020].
Fombrun, C. J., Gardberg, N. A. & Sever, J. M., 2000. The Reputation Quotient SM: A multi-stakeholder
measure of corporate reputation.. Journal of brand management, 7(4), pp. pp.241-255..
Fombrun, C. & Van Riel, C., 1997. The reputational landscape. Corporate reputation review, pp.pp.1-16..
Rich Life Dairies, 2020. ANNUAL REPORT 2019/20, s.l.: s.n.
Roberts, P. W., & Dowling, G. R. (2002). Corporate reputation and sustained superior financial
performance. Strategic Management Journal, 23, 1077–1093. http://dx.doi.org/10.1002/smj.27
Helm, S. (2007). One reputation or many? Comparing stakeholders' perceptions of corporate

reputation. Corporate Communications: An International Journal, 12(3), 238–254.
http://dx.doi.org/10.1108/13563280710776842
Puncheva, P. (2008). The role of corporate reputation in the stakeholder decision – making process.
Business & Society, 47(3), 272–290. http://dx.doi.org/10.1177/0007650306297946
Omar, M., Williams, Jr R. L., & Lingelbach, D. (2009). Global brand market-entry strategy to
manage corporate reputation. Journal of Product & Brand Management, 18(3), 177–187.
http://dx.doi.org/10.1108/106 10420910957807
Siano, A., Kitchen, P. J., & Confetto, M. G. (2010). Financial resources and corporate reputation.
Toward common management principles for managing corporate reputation. Corporate
Communications: An International Journal, 15(1), 68–82.
http://dx.doi.org/10.1108/13563281011016840
Peloza, J., Loock, M., Cerruti, J., & Muyot, M. (2012). Sustainability: how stakeholder perceptions differ
from corporate reality. California Management Review, 55(1), 74–97.
http://dx.doi.org/10.1525/cmr.2012.55.1.74
Downs, C.W. and Hazen, M.D. (1977) A Factor Analytic Study of Communication Satisfaction. The Journal
of Business Communication, 3, 63-73.
Keller’s Brand equity Model – CBBE Model - Brand Equity Pyramid. [online]
Dietrich, G. (2018). An introduction to the PESO model: A PRSA thought leadership report. Public
Relations Society of America
25
5. Appendices
Appendix 1 – General Information
Vision and Values of “Rich Life Dairies”
Vision To be a leading Sri Lankan conglomerate

involved in pioneering ventures with global
presence, excelling through innovation and
technology
Values Responsive, Enterprising, Unrelenting,
Knowledgeable and accountable workplace with
strong relationship with clients on honesty and
trust.
SWOT Analysis
Strengths Weakness
 Wide Product Range  Undeveloped raw milk collection system in

 Increased purchasing power of Consumers. certain parts of country
 Lack of appropriate technology
Opportunities Threats
 Growing demand for milk and milk products  Introduction of foreign products in the market
 Expanding markets for traditional dairy
products
26
Appendix 2 – Stakeholder Mapping
Stakeholder influence
Stakeholder Power Interest
Stakeholder Stakeholder Expectations on Corporate
Engagement (H/L) (H/L)
Reputation
Consumers  High Quality “Rich Life” Mainly holds  Website H H
 Value for Money its reputation for quality  Press Releases
 Product Assurance milk products and value
for money. This has
mainly influence on
customer loyalty towards
to the product.
Local Farmer  Certified stable price for Sustainable lifestyle of  Contribution H H
Community Liter of Milk the community with on supplying
 Better Living standards social aspects fulfillment milk
 Return on Investment through growth and
(ROI) – Cows feeds, development of farmer
Vaccinations etc. community have directly
affected on corporate
reputation of Rich Life
Employees  Remuneration (Salary, Corporate Reputation is  Employee L H
Incentive, Bonus, Medical changed when the evaluation of
Facilities) employee behavior and performance
 Social Esteem other aspect changes  Feedback on
 Pleasant working since the employee is employee
environment with job directly engaged with the performance
security customers. Further,
Remuneration and other
aspects make a positive
impact on the corporate
reputation.
Suppliers  Payments on due date Rich life dairies maintain  Discussion on L H
 Consistent procurement its consistent product issues
process procurement process in and other
 Right price for the right order give the best  Performance
quantity , quality and services towards their Feedback
supply of milk consumers.
Government  Subsidies on dairy Government involvement  Annual Reports H L
development process. towards dairy might
 Advise and veterinary influence on both
services negative and positive
 Technological support ways. Recently
introduced sugar taxes
have made a change in
the corporate reputation
of “Rich Life” Dairies.
27
Appendix 4 – Ansoff Matrix
28
Appendix 5 – Cultural Web
Means through which an organization comprehends and

Stories explains itself.
The recognized standards and customs

Rituals and Routines
Physical artifacts
Symbols
Formal structures and hierarchies, as well as informal power
Organizational Structure and influence pathways
The methods through which an organization regulates how

Control Systems things are done
The people and processes with the authority to make things

Power Structures happen.
29

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Corporate Digital Communication Membership No: 40079103 July 2021

Theme: Improving Customer Loyalty

Corporate Digital Communication

Membership No: - 40079103 1

Table 1: Financial Analysis: Source: Reliable data ...................................................................................... 2

Figure 1 : Logo of Rich Life Parent Company ............................................................................................. 2

To: Senior Management Team

From: Marketing Consultant

Date: 2nd July 2021

1.1 Organizational Background

1.1.1 Introduction to “Rich Life Dairies”

Size of the Organization

Competitors and Market Share - the key competitors of

1.1.2 Stakeholder Analysis

 Consumers – meeting their needs while maintaining world class quality.

1.1.3 Key Customer Segment

1.2.1 Corporate Reputation

Figure 4: Corporate Reputation Model

1.2.2 Corporate Identity

Figure 5: Corporate Reputation

1.2.3 Corporate Image

Financial Image Product Image

Figure 6: Corporate Reputation Model

1.2.4 Influence of Stakeholders on the Corporate Reputation of “Rich Life” Dairies

Figure 7: Stakeholder Analysis - Mendelow's Matrix

1.3 Rich Life Dairies Corporate Reputation

To: Senior Management Team

From: Marketing Consultant

Date: 2nd July 2021

2.1 Positioning and Reputation of “Rich Life Dairies”

Gaps between Image and Identity Recommendation

Table 2: Gaps & Recommendations

2.3.1 Strategies to Develop Corporate Reputation

 Increase the distribution network by 25 – 30 new distributors

 Free educational program related to school activities.

2.3.2 Impact on Brand Equity

2.3.3 Role of Employees within the organization

 Committed set of employees have better customer service.

2.4 Approaches to Monitor and Measure Brand Equity

Figure 9: Brand Equity Prism

The platform assesses credibility,

Figure 10: RepTrak Model

2.4.2 Brand Asset Valuator (BAV)

 Brand Vitality which relates to a brand’s present

The BAV aids in determining where brand sits and

Figure 11: Brand Asset Valuator (BAV)

To: Senior Management Team

From: Marketing Consultant

Date: 2nd July 2021

Environmental Evaluation Impact on Organization and

 Reach – aims to increase recognition and exposure of your

3.2 Digital Channels and Technology Developments

3.2.1 Efficacy of Digital Channel in the Market

Figure 13: PESO Concept

Media Type Channel Performance

Figure 14: Current Digital Channel Usage of

Digital Tool Impact on Corporate Reputation of the Organization