"HOW TO MARKET THE PRESSAC BRAND TO EXISTING AND POTENTIAL CUSTOMERS"

Abstract

PRESSAC COMMUNICATIONS LTD, a privately owned UK based company specializing in the design and manufacturing of mechanical and electronic products is suffering from a weak brand image. The purpose of this research is to scan PRESSAC’s internal and external environment in order to develop a better understanding of where PRESSAC stands, and attempt to identify opportunities PRESSAC can benefit from. The second major aspect of this research is to understand the positive role that business-to-business (B2B) branding and B2B relationship marketing can play for PRESSAC. The literature acknowledges the need for B2B organizations to have robust and coherent brands if they are to operate successfully. The role of creating, building, and maintaining relationships with its business partners also possess benefits that are widely recognized. For the purpose of this research, a qualitative research approach has been opted for. Secondary data represents the largest and the most important data source for this research. A few supplementary interviews were conducted with both internal and external contacts in order to gain some additional insight and obtain company specific information. These supplementary interviews have been analyzed and discussed by dividing them into different themes. Finally, the concluding thoughts of this research discuss key findings and limitations, but most importantly, present the recommendations for PRESSAC