Possible Solutions to Htc’s Current Decline in Sales/market Share as a Result of Non-Effective Marketing and Advertising Schemes.

Autor: Adnan • December 29, 2017 • 1,775 Words (8 Pages) • 687 Views

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The application of this when put in terms of HTC, could see the brand using representations of itself against less-threatening competitors such as LG, Motorola, Nokia and RIM.

HTC could also utilise the Persuasion Theory in their efforts, developed by social scientists to measure the optimal effectiveness of propaganda during the war, the theory states that information projected onto the consumer should be built on existing values and attitudes.

“Persuading is helping the prospective customer to analyse the information provided, in the light of their needs, in order to come to the conclusion that the product being offered is the best solution to their problem” (Brassington, 2003).

If HTC makes analysis of the information provided easier for the consumer, it would be quicker for the consumer to reach a conclusion; potentially returning to their simpler understood and upfront advertisements could result more positively.

HTC could utilise both theories in unison with the Balance theory (Heider, 1946) - which states that if there is an association between the company and the consumer’s interests, they’re more likely to be interested in the company (Objects, Genres, Celebrities) – HTC could utilise celebrity endorsement and representation in their marketing campaigns to aid the consumer in digesting the information provided whilst also making the advertisement engaging and entertaining (being less difficult using an icon the consumer relates to already). This being a campaign that would only require the celebrity’s image and no other necessity, saving on the marketing budget HTC has to manoeuvre with.

The proposal is also insured with the Two-Step flow model (Katz and Lazarsfeld, 1955) which states that if there is any social contact with an opinion leader (in this case, a fan) there is a high chance that their purchase decision will be influenced in parallel thus increasing chances of a sale. HTC could utilise the use of a variety of celebrities ranging from “tech-heads” (Stephen Fry, Robin Williams) to sports athletes such as Neymar who was recently voted as the world’s most marketable athlete (SportsPro, 2012).

To conclude, HTC has experienced an 87% decline in sales, I have suggested that they utilise the play, persuasion and balance theory translated to celebrity endorsement combined with humorous, engaging concepts to aid the consumer in digesting the information or product they project, with this, consumers are more likely to consider HTC as a reputable and more credible brand leading to the revival of their sales.

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