-Founders’ background and track record

-Product and service quality

-Market perception and positioning

-Investor confidence and funding history

-Industry recognition and partnerships

-User engagement and growth metrics

-Brand identity and messaging

-Social media online presence

-Early adopters and influencer endorsements

-Thought leadership and thoughtful communication

3. Considerations for organisational communication, relationship management and crisis communication, as well as ethical practices

Market perception and positioning (Sagar)

-Competitors (Sagar)

Company - Arryved , Lehe Food , and Bottles.

https://growjo.com/company/CRUST_Group -

This web tells about the competitor of the crust group with revenue and other details about the company.

https://www.cbinsights.com/company/crust

https://brewerkz.com/brewerkz-x-baker-cook/ -

This web page talks about comparing CRUST Group to competitors like Clavors Brewery, etc.

https://www.instagram.com/brewerkzsg/ -

This is one of the Instagram pages for the crust competitors (Brewerkz Singapore), which also have more presence in the market than the crust and the physical location of the served products.

https://mothership.sg/2023/08/baker-cook-brewerkz-sourdough-bread-beer/ -

This is an article about one of the competitors, a bakery & brewery with more presence in the market and physical location.

https://thebeat.asia/singapore/terra/sustainability/from-loaf-to-ale-sg-based-brewery-makes-sourdough-bread-into-craft-beer/

This also talks about the bakery & brewery presence in the market.

https://brewerkz.com/brewerkz-x-baker-cook/

WEEK - 5

Reading - successful communication strategies for reputation Management

Reputation management and new media - blogs, social networks, RSS(Straightforward syndication), podcasts. Using this medium, we will feed the public with information and importance of our product in terms of health, environmentally friendly, etc., so that people will become conscious and start consuming the product.

Criteria for marketing communication strategy for reputation management  -

new market communication campaign -

We can run a campaign to enhance the perception of a company and its product,

by using the criteria - well-defined audience, measurable objective, research driven, meaningful/inspiring, staying power, science/ marketing connection, clear metrics, emotional connection.

Specific product-oriented campaign -

Product positioned as a new standard

Wall Street forecasts leveraged

Peer-reviewed research heralded

Emotional connection to customers highlighted

Special event created to maintain momentum

Week - 7

Reading - media relation

Organising media relations function -

1.         corporate media relations-

2.         product media relation,

3.         marketing public relations,

4.         financial media relation

5.         Operating company/ regional media relation

Success in media relations -

1.         Communication skills -

2.         Conviction -

3. product quality or story  - we can make up the story for the product and company history to create an emotional attachment.

Regarding the product launch, how, where, etc., should we also do this?  Refer to “choosing the right tools to convey your message.”

Strategic communication plan, including specific strategies and tactics for reputation management.

-       Reputation Management and the “new media”

The product will be target-oriented, so the management will also build a strategy for targeting those audiences. Where blogs can be used to connect with people, social networks like social media can be used to connect with the community and get more support for sustainable and climate change. And with Poscast, we can tie up with many podcasts to spread awareness and the message to join us for change.

-       Criteria for a successful marketing communication strategy for reputation Management

Our marketing or product communication will be through campaigns that educate people about the life cycle of the product, which can be made sustainable as a new norm to gain more support from the community. This will help to enhance the perception of a company and its product.

The campaign will be based on the following criteria:

The defined audience will be the population of Singapore to encourage them for sustainability. The objective will be to spread awareness about our product and its positive effect on the environment. Research-driven, our product produces no waste from production and doesn’t consume as much water as other beer. Meaningful/Inspiring our alcohol and non-alcohol drinks are to gather non-sold bread and food, which will go to waste anyway, can be used to produce other products and save the environment from polluting.

Staying power

Emotional Connection

For a specific product like sustainable beer, the campaign can be focused on “product positioned as new standard”—we can set a different standard apart from our competitor, and all the downfalls from this product and thoughts can be created from our product. For example, no excess water is used and wasted, and reaming bread is only used and on the used or half eaten.

Special events are created to maintain momentum—we can create a night beer fest, beer tasting, etc., for targeted sustainable beer.

Considerations for organisational communication, relationship management and crisis communication, and ethical practices.

Chapter – 5 Organizational Communication

Getting employees aligned is essential to reputation management where (BEHAVIOR and PERFORMANCE) + COMMUNICATION = REPUTATION

ALIGNING EMPLOYEE BEHAVIOR AND PERFORMANCE – the message is to make our employees understand and align their priorities and energies with the organisation's goals and strategy. (We can form a common goal or strategy while keeping the employees and the message we want to convey to the public in mind.