Corporate digital communication - CIM Level 07

40074851 | Corporate Digital Communication | DECEMBER 2020
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Corporate Digital Communication - 2305

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Contents
Task 01 – Communication Context and Stakeholders............................................................................6
1.a. Background of the Organization ..................................................................................................6
1.a.iv. Main Competitors.................................................................................................................6
1.a.i.Organization Name .................................................................................................................6
1.a.ii. Organization Information......................................................................................................6
1.a.v. Summary of the key stakeholders .........................................................................................6
1.a.iii. Customer Base .....................................................................................................................6
1.a.vi. Key Customer Segment........................................................................................................6
1.a. vii. Customer Acquisition ........................................................................................................6
1.b. Corporate reputation, identity and image to support the achievement of the objective...............7
1.b.i.Corporate Personality..............................................................................................................7
1.b.ii.Corporate Identity..................................................................................................................7
1.b.iii. Corporate Image ..................................................................................................................7
1.b.iv. Corporate Reputation...........................................................................................................7
1.b.v. How corporate reputation, identity and image influence on customer acquisition...............8
1.c. Stakeholder analysis & how it could influence on corporate reputation......................................9
Task 2 . Building the Corporate Brand .................................................................................................12
2.a, Evaluation of Current corporate strategy, structure, system and culture in relation to its
positioning and reputation.................................................................................................................12
2.a.i. Corporate Personality...........................................................................................................12
2.a.ii. Corporate Culture of Softlogic............................................................................................12
2.a.iii. Strategy Process of Softlogic.............................................................................................12
2.a.iv. Corporate Personality Scale ...............................................................................................12
2.a.v. Cultural Web Softlogic........................................................................................................13
2.a.vi. Corporate Identity ..............................................................................................................13
2.a.vii. Assessing the current gaps between image and identity ...................................................14
2.a.viii. Company objectives.........................................................................................................15
2.a.ix. Strategies to bridge identified gaps....................................................................................16
2.b. outline strategy for developing corporate reputation to build brand equity for the organization’s
Corporate Brand................................................................................................................................17
2.c.Two different approaches to monitoring and measuring brand equity........................................18
2.c.i Brand Equity .........................................................................................................................18
2.c.ii. Measuring Brand Equity.....................................................................................................18
2.c.iii. Keller’s brand equity model...............................................................................................18
2.c.iv.Brand asset valuator model .................................................................................................19
Task 3. Integrating Digital Communication Strategies.........................................................................21

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3.a. Environmental trends which are driving changes in stakeholders digital behavior, justify
appropriate strategies for digital communications to support organization’s objectives ..................21
3.a.i. Stakeholders digital behavior / impact and benefit to organization to achieve objectives...21
3.b .Evaluate the effectiveness of available digital channels within the market, and the key
technology developments in digital tools that could which impact on organizations corporate
reputation ..........................................................................................................................................22
3.b.i available digital Channels.....................................................................................................22
3.b.ii. Effectiveness of available digital channel...........................................................................23
3.b.iii. Key technology developments in digital tools that could which impact on organizations
corporate reputation ......................................................................................................................23
3. C. Recommend, with justification, a digital communication strategy to protect and strengthen the
organization’s corporate reputation and stakeholder relationships. Outline two strategies which
could be used to monitor and measure the organization reputation..................................................24
3.C.i. Online Strategies .................................................................................................................24
3.c.i. Availability of digital technological channels to measure corporate reputation ..................26
List of Tables
Table 1Size of the Organization..............................................................................................................6
Table 2 – Key Stakeholders ....................................................................................................................6
Table 3 Current status of softlogic..........................................................................................................8
Table 4. stakeholders and its impact on corporate reputation...............................................................10
Table 5 Davies et al. (2003)..................................................................................................................12
Table 6. Cultural web analysis of Softlogic..........................................................................................13
Table 7. McKinsey 7Ss framework.......................................................................................................13
Table 8. Ansoff Growth Strategies .......................................................................................................14
Table 9. Strategies to bridge identified gaps.........................................................................................16
Table 10. Strategies to bridge identified gaps.......................................................................................16
Table 11. Brand identity mix of Softlogic ............................................................................................17
Table 12. Keller’s brand equity model..................................................................................................18
Table 13. Stakeholders digital behavior and its impact and benefits....................................................21
Table 14. Digital communication strategies to support organization objectives ..................................22
Table 16. Internet Users of Sri Lanka...................................................................................................22
Table 15. Usage of digital Media of Sri Lanka.....................................................................................22
Table 17. Effectiveness of available digital channel.............................................................................23
Table 18. Key technology developments in digital tools......................................................................23
Table 19. PESO Model for Softlogic....................................................................................................24
Table 20. Gantt chart.............................................................................................................................25
Table 21. How to measure effectiveness of digital media platforms....................................................26
Table 22. Availability of digital technological channels ......................................................................26

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List of Figures
Figure 1 Market Share – Softlogic..........................................................................................................6
Figure 2. Corporate communication .......................................................................................................7
Figure 3 corporate Identity to Customer acquisition...............................................................................8
Figure 4Stakeholder Mapping.................................................................................................................9
Figure 5. Identification of Symbolism..................................................................................................14
Figure 6.Perceives corporate responsibility..........................................................................................15
Figure 7. Empowering Employees........................................................................................................15
Figure 8. Brand Asset Valuator Model.................................................................................................19
Figure 9. Digital media usage ...............................................................................................................22
Figure 10. Communication objectives ..................................................................................................24

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Task 01 Word Count – 1,696

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Task 01 – Communication Context and Stakeholders
1.a. Background of the Organization
1.a.ii. Organization Information
Started in 1991 as an ICT Company and moved to consumer
electronic in year 2006.Softlogic retail registered as Pvt Ltd
Company.
Current
Employees
Number of
Retail
Showrooms
Annual
Turnover
1200 + 196 14 Billion LKR
Table 1Size of the Organization
Softlogic retail carries world renowned brands such as
Panasonic, Samsung, Whirlpool, Candy, Dell, Acer,
TCL, Etc.Under above brands, Softlogic supplies
TVs, Refrigerators, Computers, Mobile Phones, Air
Conditioners, Kitchen Appliances, Washing
Machines, etc.
1.a.iii. Customer Base
Softlogic retail serves 5 Million households in Sri
Lanka with the island wide retail network and also
serves to other B2B segment of the market such as
government and private institution. Current
registered customer base is 140,350 customers.
1.a.vi. Key Customer Segment
Under demographic customer segment, Softlogic retail caters Lower, Middle and Upper levels, out of
these income levels, major focus on lower level of the segment.From the begging of Softlogic retail
focused and acquire middle and upper level income customers and now with the expansion of retail
network Softlogic now more focuses on acquiring new customers in low level income customers since
still this segment has a need gap to be fulfilled. As a strategy Softlogic uses Hire Purchase Schemes to
acquire customers from this segment as they do not have much buying power to purchase products on
upfront payments.
1.a. vii. Customer Acquisition
Consumer electronic market is very competitive and most of Sri Lankan consumers are aware about
new products which comes into the market and they are keen on utilizing those products. hence
consumers shifting towards competition is very high.But there is untapped low income level customer
segment in Sri Lanka still to be served. Softlogic has identified it as an opportunity and now more focus
towards this segment in order to create new businesses and increase its revenue and sustainability.By
serving to this customer segment, Softlogic will be able to earn more revenue sell products through hire
purchase schemes and expand the business into next level. but there is high risk also involved as stability
of this income level people cannot relay on.any economic downturn will impact on the success of the
business at any given time. but as Softlogic wants to expand its business and revenue, it must acquire
new customers also at a risk.they need to come with different strategies such as proper credit
management system in place to mitigate the impact on business in the long a run.
1.a.i.Organization Name
Selected organization named as “Softlogic Retail
Pvt Ltd” which serves under Softlogic Holding
PLC
1.a.v. Summary of the key stakeholders
Stakeholders of Softlogic can split in to three categories such
as internal, external & connected.
Stakeholders
Internal Connected External
Board of Directors Customers Government
Senior Management Suppliers Competitors
Employees
Business
Partners
Media
Local Community
Table 2 – Key Stakeholders
1.a.iv. Main Competitors
Softlogic Retail has four major competitors and
their market share as follows
Figure 1 Market Share – Softlogic

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1.b. Corporate reputation, identity and image to support the achievement of the objective
Figure 2. Corporate communication
1.b.i.Corporate Personality
Developed the corporate personality scale, which is a scale that would measure both internal (employee)
and external (customer) perspectives about corporations. The corporate personality scale is a scale that
could be used to characterize the personality of an organization. It is used as a way to “personify” the
characteristic of an organization. Davies et al., (2001),
1.b.ii.Corporate Identity
Corporate identity is the internal stakeholders’ perceptions about an organization. Albert and Whetten
(1985)
1.b.iii. Corporate Image
The term corporate image is often used to refer to an organization’s views about external stakeholders’
perceptions with respect to an organization. Davies et al. (2001)
1.b.iv. Corporate Reputation
Corporate reputation as the immediate mental picture of a company that evolves over time as a result
of consistent performance, reinforced by effective communication. Thus, corporate reputation has both
a behavioral and an informative component. That is, legitimate behavior in the establishment of the
distribution of the value created in the past will lead stakeholders to anticipate legitimate behavior by
the company in the future. Fombrun (1996)
Element Current Status of support Softlogic to achieve its objective
Corporate Identity Softlogic has projected its identity as more vibrant, innovative and organization
end to end consumer electronic solution provider in Sri Lanka and provides high
quality products in order to fulfill consumer electronics needs and on the
employee perspective its shows more sophisticated culture and values are the
success drivers of Softlogic. Further works responsibly in order to protect the
society and environment for sustainable living and economic growth
Corporate Image External stakeholders sees Softlogic as an modern high tech advance consumer
solution provider in urban level but when it comes to rural level , consumers
have not clearly identified Softlogic is not best solution provider and it is most
expensive than other competitors also it marketing communication projection
also talks towards high end advancement of product and services. Further
stakeholders clearly does not see Softlogic as a social responsible entity and
they have not clearly communicate their values on CSR to its external
stakeholders properly

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Corporate Reputation Overall Softlogic has a positive reputation in urban level that entity which can
trust and provides best consumer solution providers but in grassroots level
Softlogic needs established its image as it provides consumer electronic
requirement which suit to their requirement and all CSR activities they do needs
to communicate to the society and gain more and more reputation towards the
corporate brand. Also for the employees works there within the organization
must empowered them to come up with new ideas and be responsible and work
towards its objective and support to increase reputation
Table 3 Current status of softlogic
1.b.v. How corporate reputation, identity and image influence on customer acquisition
Figure 3 corporate Identity to Customer acquisition
If an organization has positive corporate image and corporate reputation. Organization can acquire new
customers easily in many ways
 Reduces feeling of risk purchasing a product or service from a well-established organization
having positive corporate image & reputation
 Reduces customers searching time for a product or service
 Positive word of mouth from existing customers will help to attract new customers
 Easily can go for new product or brand extension which will be able to attract new customers
 Ability of charge higher price or fee
 Attract quality employees towards an organization which be able to serve better to its potential
and existing customers

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1.c. Stakeholder analysis & how it could influence on corporate reputation
According to Mendalow’s matrix stakeholders can be mapped as per their power and interest towards
organization.it always important to identify power and interest of each stakeholders and satisfy them
accordingly.
Figure 4Stakeholder Mapping
Stakeholder Type Interest Power
How this stakeholder can Influence on
corporate reputation
Board of
Directors
Internal High High
These stakeholders are decision makers in an
organization. They always interest on maximize
profit, increase market share etc. They are having
high decision making power. their strategic
direction and based on their decision making can
positive or negatively impact on organizations
reputation
Senior
Management
Internal High High
These stakeholders interest on achieving company
objectives, employee retention and also profit and
losses .these stakeholders also make strategic
decisions which effect on organization reputation
in both ways of positive or negative. Ex - if they
decided to sell product which harm for the
environment and will gain more profit will resulted
in bad reputation of an organization
Employees Internal High Low
These stakeholders are interest on job security ,
promotions , bonuses , empowering , recognition.
they are the forefront of an organization and they
always engage with external stakeholders and
serves them. If an organization has well trained and
professional employees and if the organization
treats them well. They will look after its external
stakeholders better and it will increase organization
reputation
Customers Connected High High
These stakeholders are interest on best products,
value for money, brand loyalty, best after sales
service. Satisfied customers will spread positive
word of mouth and it will increase reputation and
helps to increase revenue. Same way if a
dissatisfied customers will damage the reputation.

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Suppliers Connected High High
Interest on increasing market share by supplying
more raw materials , service or end products.
suppliers reputation also impact on organization
business success and reputation .ex if supplier is
well accepted and having a positive reputation
helps to increase organization reputation too
Business
Partners
Connected High High
Interest on business growth , new customers
activations .these stakeholders helps to increase
reputation and their brand strength also support for
reputati10 | P a g e 1 0 | P a g e on.Ex- if a bank
is having a credit card and that card accepted well
in the market.this bank been partnered with an
organization offers better credit card scheme.this
will resulted in grab more customer acquisition and
increase sales.gradually its helps to create positive
reputation though the helps of business partners
Government External Low High
Interest on paying taxes, obtain relevant approvals
for execute imports , exports , manufacturing ,
selling etc.and they are having high power to
impose taxes , curtail imports. Ex - due to Sri
Lankan government import restrictions on imports
of electronic appliances curtailed. Due to this
organizations cannot meet the market
demand.therefore it effects on its reputation where
consumer demand cannot meet
Competitors External High Low
interest on business activities , they will react with
new business strategies and that will resulted in
switching customers towards them.organation
must watch competitors even though their power is
low they can influence on business performance
and its reputation
Media External High Low
interest on business activities and they always
expose positive or negative outcome of an
organization to the sociaty.even their power is low
, organization must keep satisfy them in order to
maintain and increase reputation
Local
Community
External Low Low
interest on CSR activities , future job
oppertunities.this stakeholder has no strong link
between organization but if organization does a
good or bad thing to the society will see and talk
about it.in directly they rate organization reputation
and that will helps on positioning on reputation of
an organization
Table 4. stakeholders and its impact on corporate reputation

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Task 2 . Building the Corporate Brand
2.a, Evaluation of Current corporate strategy, structure, system and culture in relation to its
positioning and reputation
2.a.i. Corporate Personality
Corporate personality is a combination of elements corporate culture and strategy process
2.a.ii. Corporate Culture of Softlogic
Vision
To be the most preferred and trusted product and service provider, delivering high quality solutions
to corporates and retail customers so as to set new industry standards and enhance shareholder value
Mission
Making the right decisions to increase returns on money invested. Employing and rewarding the best,
to leverage market potential and become the most admired corporate in Sri Lanka
Values
High Performance Culture, Innovation, Integrity, Human Capital, Success, Accountability, Corporate
Responsibility and Simplicity
2.a.iii. Strategy Process of Softlogic
Currently Softlogic follows intended strategy in the strategy process and KPI are set for each channel
and evaluation review on a monthly basis.this KPI are set by the separate audit committee. But in
retail business company needs to follow more emergent strategy since market dynamism is so vast
challenging. Competitors always come up with new ideas concepts to acquire customers.
2.a.iv. Corporate Personality Scale
Table 5 Davies et al. (2003)
Agreeable Enterprise Competence Chic Ruthlessness Machismo Informality
Warmth Modernity Conscientious Elegance Egotism Masculine Casual
Friendly Cool Reliable Charming Arrogant Tough Simple
Pleasant Trendy Secure Stylish Aggressive Rugged Easy Going
Open Hardworking Elegant Selfish
Straightforward
Empathy Adventure Drive Prestige Dominance
Concerned Imaginative Ambitious Prestigious Inward Looking
Reassuring Up to Date
Achievement
Oriented Exclusive Authoritarian
Supportive Exciting Refined Controlling
Agreeable Innovative
Integrity Boldness Technocracy Snobbery
Honest Extravert Technical snobby
Sincere Daring Corporate Elitist
Trustworthy
Socially
Responsible

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2.a.v. Cultural Web Softlogic
Elements Softlogic Culture
Organization Structure  Tall Structure
 Delay on decision making due to many layers
Control Systems
 One ERP system in place integrated company , employees and
customers
Power Structure  Head of the department is responsible on decision making
Stories
 Daily mail directed to employees value of Softlogic
 Conduct town hall meetings
Rituals and routines
 Conduct a reward and recognition programme once a year
 KPIs are been monitored on monthly basis
 Island wide retails shops are open 365 days
Symbols
 Communicates Softlogic logo in every channels but inconsistency
is there on its logo
Table 6. Cultural web analysis of Softlogic
2.a.vi. Corporate Identity
Corporate identity consist of three elements such as Symbolism, Communication and Behavior
Symbolism ( Appendix 1) - Softlogic Carries it logo every outlets located island wide also it uses for
every marketing communication channels. But inconsistency its logo matters in establishing correct
image.
Communication ( Appendix 2 ) - Softlogic communicate it brand identity through Digital Media
Advertising, Sales Promotions and BTL activities to its stakeholders
Behavior - Softlogic behave always in performance driven culture. Employees efficiency are measured
though KPIs and projected outside as a premium retailer with branded products and multi brand
strategy.
Aligned
Strategy currently uses market Penetration and
Market Development strategies
Yes
Structure Softlogic has vertical structure at present
which sometime delay on decision making
process
No
Systems currently system in place which linked all
channels KPI set for all channels in order
to measure efficiency and monitor on
monthly basis
Yes
Skills hired people with experience and skills Yes
Staff Staff work here from different culture
different skills and professionalism
Yes
Style Currently follow democratic management
style which expected always collective
decision making process.
No
Shared
Values
Softlogic follows High Performance
Culture, Innovation, Integrity, Human
Capital, Success, Accountability,
Corporate Responsibility and Simplicity
Yes
Table 7. McKinsey 7Ss framework

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Products
Existing New
Market
Existing
Market Penetration
Product Development
New
Market Development Diversification
Table 8. Ansoff Growth Strategies
Currently Softlogic is following market penetration and Market development strategies.to have
sustainable existence in the retail industry in Sri Lanka it is necessary to have these main to strategies
to acquire new customers but focus on low income level segment is not great.
2.a.vii. Assessing the current gaps between image and identity
Few gaps have been identified identity and image of Softlogic and will address how to bridge these
gaps
Management thinks that it projected it logo of Softlogic to its stakeholders are in well recognition its
identity properly but customers are not perceives it because of the inconsistency of logo in
communication channels
Figure 5. Identification of Symbolism
Softlogic Management perceives that they corporate responsible entity but its stakeholders less
perceives that Softlogic not communicates it to outside stakeholders properly
35%
85%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
CUSTOMERS
MANAGEMENT
Identification of Softlogic Symbol

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Figure 6.Perceives corporate responsibility
Softlogic management thinks that they empowered employees on decision making generate new ideas
process and their set programmes are properly working but employees do not feel it as always they need
higher level authority when make decisions due to vertical structure.
Figure 7. Empowering Employees
2.a.viii. Company objectives
 Increase current market share 6% market share to 10% by 2020/2021 financial year by
increasing acquisition 65% new customers
Main key focus to achieve this objective is more focus on acquisition of new customers from low
income segment and drive towards monolithic branded strategy.
 Introduce branded strategy to bridge 85% - 35% image gap during next financial year 2020/21
To meet this barded strategy Softlogic to follow consistency in their corporate identity in terms of
symbolism, communication and behavior.
28%
80%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
CUSTOMERS
MANAGEMENT
How corpotare responsible the
organization
30%
75%
0% 10% 20% 30% 40% 50% 60% 70% 80%
EMPLOYEES
MANAGEMENT
Empowering Employees

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2.a.ix. Strategies to bridge identified gaps
Table 9. Strategies to bridge identified gaps
Table 10. Strategies to bridge identified gaps
Identified Gaps How to bridge gaps
Empowering Employees at Softlogic
projected but employees do not see
that 100% due to vertical structure and
only departments heads are authorize
to make decisions
Empowering and delegate authorities among employees
will enhance the decision making process and new ideas
will bring in for corporate success and increase its
reputation
Employees
Empower employees with more responsibility and make
them to take decisions independently and also encourage
them to come up with new ideas and those ideas will be
valued and implemented. Then employees will feel that
their ideas and capabilities are valued in the organization
Less recognition about symbolism
due to inconsistency and affected on
its identity
Current Status – Softlogic symbolism
varies in communication channels
Desired status – one symbol and it
communicates through all channel
and establish strong corporate brand
name on consumers mind
Established one symbol and utilize for all communication
channels without deviation and develop top of mind
awareness among consumers
Consistency of symbolism will have a positive impact its
reputation as easy promote and sells product or services to
customers , increase customer acquisition and loyalty
Employees
As an improvement of symbolism Softlogic can make
retail staff wearing an office attire with Softlogic logo.
When they engage with customers it will give more
impression and establish Softlogic
Identified Gaps How to bridge gaps
Mostly Stakeholders are not
aware about CSR activities done
by Softlogic
Current Status – Engagement and
awareness about CSR activities
and their responsibility has not
projected properly to stakeholders
Desired Status – corporate
responsibility and activities
identified , accepted and valued
by stakeholders
As a part of the culture and building a reputation though
corporate responsibility and communicate and update its
stakeholders will bring a positive impact on reputation and
organization accepts from the society and it will be easy to
acquire new customers and increase retention and loyalty
Customers
Outside stakeholders must communicate about CSR activities
through own communication channels Softlogic can invites
outside media personnel to participate , observe and write about
true observations about organization
Employees
Engage employees for CSR activities and make them feel good
about it.then they will internally talk about it and spared it to
outside stakeholders too

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2.b. outline strategy for developing corporate reputation to build brand equity for the
organization’s Corporate Brand
Following brand identity mix will further elaborate how Softlogic has outline its strategy to build
brand equity for the corporate brand of Softlogic
Value Preposition
Provides innovative high
quality branded products
Modern retail shops to
increase customer experience
Relationship
Longstanding relationship with
existing customers and
stakeholders
Position
Premium retail channel in Sri
Lanka provides high tech
branded consumer electronics
products
Expression
Provides best quality products
which fulfill customers’ needs
Brand Promise
Brand Promise of Softlogic
“ Best in the Business”
Personality
Friendly, innovative, integrity.
Customer centric corporate
personality
Mission & Vision
Vision - provides high quality
products and service and
enhance shareholder value
Mission – being a most admire
corporate entity leverage
market potential and return on
investment
Culture
High Performance and result
oriented , corporate driven culture
Competencies
Having 196 retail showroom
network island wide
Financial stability
Skilled human capital
Table 11. Brand identity mix of Softlogic

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2.c.Two different approaches to monitoring and measuring brand equity
2.c.i Brand Equity
Brand equity can be define as “Brand equity is the set of associations and behaviors on the part of a
brands’ customers, channel members , and parent corporation that permits the brand to earn greater
volume or grater margins that it could without the brand name, and that gives the brand a strong ,
sustainable , and differential advantage over competitors”, (Marketing Since Institute1988 , cited in
chay 1991)
Brand equity is a valuable intangible assets which organization has and there are more benefits having
a good brand equity and it brings following benefits to the organization
 Charge premium price from customers
 Build customer trust and loyalty
 Increase effectiveness of marketing communication campaigns
 Helps new product development and brand extension
 Helps to improve market share , revenue
 Helps to reduces consumers’ anticipated risks and increase confidant of purchasing products or
service
2.c.ii. Measuring Brand Equity
Measuring brand equity is more important for an organization for its sustainability and success of the
corporate brand.
2.c.iii. Keller’s brand equity model
This model is recognize as customer based brand equity
measurement model and this also gives a comprehensive
understanding about the brand equity with various stage
as how consumer perceive the brand , evaluate the
performance of the brand , emotional engagement ,
considering the re purchase and spread positive word of
mouth of the brand. Organization can have better idea
about the brand equity by measuring it and necessary
steps can be taken for further development and improve
the brand equity
Element Description Example
Salience This is about how consumers perceive the brand
so call brand awareness and brand association
Ex- Coca Cola
Everywhere , Fresh Drink ,
Imagery This about the image which created because of
the product performance
Feeling , Fun , Youth , Social ,
Heritage
Performance This is truly about product attributes and it
efficiency
Unique Flavor , Taste , Energy
Feelings This how consumers engage with the brand
emotionally
Happiness Sharing ,
Celebration , Festive ,
Judgments This about customer feel about the brand and
whether they are consider the brand for
purchasing
Loyalty , Leader , Innovative ,
Superiority
Resonance This long term engagement with the brand Consumer engagement ,
Attachment , Community
Table 12. Keller’s brand equity model
Figure 8. Keller’s brand equity model

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2.c.iv.Brand asset valuator model
Figure 8. Brand Asset Valuator Model
Quadrant 1 – Unfocused / New
In this level brands are behaving low level in revenue, differentiation knowledge and strength. new
brands starts from this quadrant with low in all said levels.
Quadrant 2 – Niche / Unrealized
In this level brands focus on brand differentiation and targeting on niche market.otherway relevance
, knowledge and energy of the brands and potential has not identified.
Quadrant 3 – Leadership / Declining
In this level its shows all stages such as introduction , growth , maturity and decline .if the brand is
properly mange it can stay long on this quadrant
Quadrant 4 – Eroding
Brands will fall under this level when it is matured and it loss it relevance, difference, esteem and
energy level.it can no longer maintain its said characteristics.
Under this model , it helps understand how the brands differentiate and placed in market place
.measuring this this brand equity through this model will give and proper understanding of brand
image , elasticity.
Understanding properly on brand equity and status will help for organization to develop and be
differentiate among the competition and it will have a better acceptance from consumers and will lead
to brand success and existence in marketplace

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Task 3. Integrating Digital Communication Strategies
3.a. Environmental trends which are driving changes in stakeholders digital behavior, justify
appropriate strategies for digital communications to support organization’s objectives
3.a.i. Stakeholders digital behavior / impact and benefit to organization to achieve objectives
Stakeholder
Type
Stakeholder Driver
Mode
Impact
Benefit to the
Organization
Internal Employees
Digital
Disruption
Emails
Easily communicate
Corporate communication
messages and get an
instant feedback , easy to
monitor and evaluate improve brand
awareness and
effective medium
of getting right
information and
helps to improve
customer
acquisition
Internal
Directors /
Managers
Website /
Mobile
Application
/ Email
Easy to observe consumer
behavior and market
trends Directly
can access to customer
opinion and feedback
External Customers
Website /
Mobile
Application
/ Email
Receives real time update
and customers do not
required physically
appeared to purchase a
product or service
Saves customer's time
External Customers
Zero
moment of
Truth
Website /
Social
Media /
Blogs
Customers can review and
get a clear idea about
product or service that
they intend to purchase
through previous customer
experiences
Organization can
identify previous
customer
expectation and
improve product or
service quality in
order to increase
reputation and
brand equity
Internal Managers
get a clear positive or
negative feedback of the
current company product
service and reputation
External Customers
IOT -
Internet of
Things
Mobile and
Computer
application
/ Digitalize
devices
Easy to access / time
saving
Organization can
make customers
feel convenience in
terms of searching
required product of
service it will helps
to acquisition of
more customers
Internal Managers
Location
Base
Marketing
Mobile
application
/ Website /
Social
Media /
Email
Marketing
Better understanding of
the consumer buying
patterns and behaviour.can
be targeted for correct
target audience.
Increase brand
awareness and
increase purchases
External Customers
Receives information
about required product or
services real time / reduces
searching time
Table 13. Stakeholders digital behavior and its impact and benefits

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3.a.ii. Digital communication strategies to support organization objectives
Communication
Method
Control Communication
Channel
Pros & Cons
own Media By the organization Web sites / Social Media
Flat forms
fully control by organization /
cost effective/ limited audience
Paid Media Handle by 3rd part
but Organization has
to pay
Display ads / Geo
targeting / retargeting /
Social media campaign /
Can create desired key message
to communicate / Higher reach /
Expensive
Earned Media Customer has
ownership of control
Reviews / Referrals /
Viral
positive reviews can earn trust
and reputation / zero cost /
Negative review damage brand
image and reputation / no any
control over organization
Shared Media Customer has
ownership of control
Reviews / viral / shares Zero cost / Positive reviews and
shares will increase credibility
and reputation /higher reach
easily / Negative reviews and
sharing destroy reputation / no
control over organization
Table 14. Digital communication strategies to support organization objectives
3.b .Evaluate the effectiveness of available digital channels within the market, and the key
technology developments in digital tools that could which impact on organizations corporate
reputation
3.b.i available digital Channels
Total Number of
Internet Users in
Sri Lanka
Internet Users as
percentage of
Total Population
Active Social Media
Users
10.10 Million 47% 6.4 Million
Table 16. Internet Users of Sri Lanka
Figure 9. Digital media usage
0% 20% 40% 60% 80% 100%
Facebook
Youtube
Other WebSite
Digital Media Usage - Monthly
Usage of Digital Media by
Internet Users - Monthly
Facebook 87%
YouTube 82%
Other Websites 31%
Table 15. Usage of digital Media of Sri
Lanka

23
3.b.ii. Effectiveness of available digital channel
Channel Tool Effectiveness
Paid Media Facebook and WhatsApp
sponsored Notes
through sponsored ads can reach more and
more potential customers and it creates more
brand awareness
Content
Marketing
Emails, Videos, Websites,
Customer Reviews
customers con research on product on line and
it saves their time and positive reviews
recommend more and more customers to
purchase
Social Media
Facebook, WhatsApp, Viber,
Instagram, Twitter, LinkedIn,
YouTube
Softlogic can use Social media channels to
increase awareness or corporate brand and
product and services offered.also can highlight
CSR activities what company has
done.creating more awareness will helps to
attract more customers towards an organization
Influencer
Marketing
Facebook, Instagram, Twitter,
LinkedIn, YouTube
using influencer and can make more trust and
attract consumers towards an organization.but
reputation of influencer may negatively impact
on organization too
Table 17. Effectiveness of available digital channel
3.b.iii. Key technology developments in digital tools that could which impact on organizations
corporate reputation
Channel Tool Role Benefits Challenges
Social Media Facebook
, LinkedIn
,
Instagram
, Twitter
Organization has
end to end
interaction with
consumers and give
feedback , updates
in real time
Cost effective and easy to
reach targeted customer
base / paid media will
easily converted to a earn
media and get better
millage. increase brand
awareness and purchases
negative Impacts such as
customer reviews can
damage reputation and
band equity
Video
Streaming
YouTube create and publish
videos which
relates to products
and services , CSR
activities ,
company values
creativity attract more
customers and make more
interest and awareness of
the brand
Controlling power is less
Digital
Publishing
Website Carrying overall
image of company
products and
services ,
information ,
loyalty programme
, customer reviews
, milestone
It opens to large customer
base and all information
available in one platform
which customers can
review easily. Helps to
increase corporate
reputation
maintenance cost high
.sometimes security
issues may arises
Corporate Ads TV and
Radio
advertise
ment
Organization can
deliver key
message through
creative
advertisement and
include symbol ,
stories and product
and services
can reach large customer
base at once / creative
message will influences
more customer
acquisition and helps to
increase brand awareness
hard to measure the
success rate and reach
Table 18. Key technology developments in digital tools

24
3. C. Recommend, with justification, a digital communication strategy to protect and strengthen
the organization’s corporate reputation and stakeholder relationships. Outline two strategies
which could be used to monitor and measure the organization reputation
3.C.i. Online Strategies
According to the identification of a few gaps Softlogic has
1. Less recognition on symbolism of Softlogic due to symbolism changes channel to channel
2. Stakesholders are note aware about CSR activities done by Softlogic
Through revamping digital communication platforms, Softlogic can take supports to bridge these
identified gaps and following communication objectives will further helps to strengthen this execution
plan.
Figure 10. Communication objectives
Following communication channels and tools will be used to communicate desired objectives and it
help helps Softlogic to protect and strengthen Softlogic current reputation to the desired level.
PAID EARNED OWENED SHARED
 Facebook
Sponsored ads
 Whatsapp
Sponsored Notes
 LinkedIn Paid Ads
 Sponsorships
 Press Release
 Media Articles
 Media
Interviews
 Videos
 Influencer
Marketing
 Emails
 Employee
Reviews
 Facebook
 Whatsapp
 Twitter
 LinkedIn
 Instagram
Customers review and
sharing
Table 19. PESO Model for Softlogic
Communication Objectives
Redefined all digital communication channel /
symbolism with one theme and increase brand
awareness by 35% within next 06 months
Increase awareness of Softlogic values & CSR
among stakeholders by 60% within next 04 months
Increase consumer knowledge about product and
services range offers by Softlogic by 40% in next
03 months

25
In order to achieve set communication objectives below are the execution plan on best possible
communication channels will be used by Softlogic and these channels will helps to achieve it set
communication objectives
Dec Jan Feb
1st
week
2nd
week
3rd
week
4th
Week
1st
week
2nd
week
3rd
week
4th
Week
1st
week
2nd
week
3rd
week
4th
Week
Website
update
Facebook
Update
CSR
Sponsorship
LinkedIn /
Twitter
Update
Video
upload on
YouTube
Instagram
updates
News
Release
SEO
Online
Research
Table 20. Gantt chart
When after run all the campaigns and execution plan needs to measure it successfulness of those
campaigns whether it has really worked or not. Blow are the methods to measure the success

26
Table 21. How to measure effectiveness of digital media platforms
3.c.i. Availability of digital technological channels to measure corporate reputation
Digital Tool How it works
Google Analytics Through Google analytics organization can measure in depth
details about web behavior and its user friendly platforms and
it an cost effective medium.it gives more insights about
customer journey and useful data in order to make right
decision of using digital platforms in terms of corporate
marketing communication
Hootsuite This is one of the social media platform which uses to measure
ROI of campaigns which runs by an organization. Corporate
organizations can purchase plans which suite with their
requirement through this platforms. it can be measure multiple
social media stream in a centralized one place.further it helps
and easy to view analytics data
Table 22. Availability of digital technological channels
platforms How it measured effectiveness of campaigns
Web Page
 Number of customers visit to the page
 Number of views
 Number of clicks
 Number of review and comments
Facebook
 Number of subscribers
 Number of Reviews / negative or positive feedbacks
 Number of Shares
 Number of Likes
YouTube
 Number of Subscribers
 Number of comments
 Numbers of shares with other tools
 Number of likes
LinkedIn
 Number of followers
 Number of reviews and comments
Twitter
 Number of followers
Direct
Mail  Number of reach
Direct ads
 Number of clicks
 Number of share on other channels

27
References
Gary Davies | Volume 04 | Corporate reputation review | Manchester Business School UK
Dr Maktoba Omar, Robert L. Williams, Jr. | Managing and Maintaining Corporate Reputation and
Brand Identity | Napier University Business School
Softlogic Corporate info | Available at: http://www.softlogic.lk/corporate_info-2-0.html | Accessed
(10/10/2020)
Goi Chai Lee and Fayrene Chieng Yew Leh | Dimensions of Customer-Based Brand Equity: A Study
on Malaysian Brands | Vol 2011 | Curtin University, Miri, Malaysia
Google Analytics | https://analytics.google.com/analytics/web/#/report-
home/a54516992w87479473p92320289 | (Accessed 22/11/2020)
Hootsuite | https://signupnow.hootsuite.com/newbranding-selfserve-apac-noncore-usd-branded-
sem/?&gclid=Cj0KCQiAh4j-
BRCsARIsAGeV12C9O7hfHjA2HlhNF4z16zyUyyWlp8OM0BWuRxDGa6d9zW7XrDOCYCYaAj
ywEALw_wcB | (Accessed 22/11/2020)
Information of internet & digital media platforms usage | https://apidm.lk/digital-outlook-2020-report/
| Accessed 20/11/2020 )

28
Appendix
Appendix 1
Symbolism (Logo)

29
Appendix 2
Communication - Mysoflogic website

Corporate digital communication - CIM Level 07

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