Marketing and branding strategies of the construction industry

Afsana, Farhia and Wood, Brent (2018) Marketing and branding strategies of the construction industry. Applied Management Conference, Hamilton, New Zealand, 23-25 October, 2018.

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Abstract or Summary

Nowadays the construction business is one of the most developed businesses in New Zealand, while competition has increased in the same field. As a result, it has become essential to have good strategies which can help one company to be different from other companies. Among different strategies, marketing and branding strategies are most significant for the success of any business. This project has the aim of finding different marketing and branding strategies that are used by the construction company and showing different steps, which can be helpful for making it more unique and to attract more customers. Qualitative research method has been applied in which primary and secondary research has been conducted. In primary research, an interview has been carried out with one participant and in secondary research, various web searches have been done to find out the importance of social media as a marketing strategy. How customer service, website, brand awareness can be helpful for branding strategies has been discussed. As a result, it was concluded that social media can be the most helpful way of advertising and increasing the number of customers. Again, for making a successful brand, customer service is very significant and website, logo, etc., as well play the same role. After analyzing the results of primary and secondary research, various recommendations have been given such as increasing website visitors, upgrading the website, increasing the use of social media and having a budget for both strategies.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:construction, business, New Zealand, branding
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6472
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Deposited On:17 Dec 2018 20:37
Last Modified:17 Dec 2018 20:37

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