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Integrated Marketing Communications
Snickers is a leading publicly traded footwear, sportswear and supplier of equipment based in the United States. Snickers enjoy the leading position in e-commerce because it was the first company in the industry to market its products through e-commerce websites. In this case, Snickers will launch its e-commerce site in Asia by providing sport wear to the Asian market for purchase. This will be the first time in Asia for a company to offer mass footwear via the internet. This strategy will earn a competitive advantage for Snickers (Kurtz, 2012). The company will employ the 4Ps of the marketing mix as illustrated in this study.
Promotion
Snickers will create contact with celebrity athlete personalities in Asia. This strategy will draw public attention towards the product such as Ronaldo and Tiger Woods. This will result in relatively high degrees of awareness of Snickers in the area. Besides, Snickers will also engage aggressive advertisements across mainstream media. Snickers' brand image, trademark, and name will appear everywhere including players' pants and t-shirts. Snickers' celebrity endorsements, aggressive advertising campaigns, and quality products will enhance their image and brand. For instance,...
Promotion will depend on occupying accessible store locations. This will also enable targeted media advertisements and create strategic alliances. Snickers has a wide range of popular athletes serving as brand ambassadors such as Ronaldo, Tiger Woods of Golf, and Lance Armstrong in the cycling sector (Smith & Zook, 2011).
Price
Snickers will target consumers who are much oriented to product quality and utility rather than the price of the product. Therefore, prices will not be a big influencing factor. This will make Snickers lead in setting higher prices than what other industry players set. This strategy will emphasize on the segments that like Snickers and will push the value of the product to a better level. An individual who perceives the product to be of higher quality will part with the high price more consistently and often (Kurtz, 2012). When consumers become intimate with the product, they will tend to associate their personality with the products and will part with any cost on the product. Snickers will employ vertical integration pricing approach.
According to this strategy, Snickers will take con trolling the…
References
Kurtz, D.L. (2012). Boone & Kurtz contemporary marketing / David L. Kurtz. Mason, OH: South-Western Cengage Learning.
Mooij, M.K. (2010). Global marketing and advertising: Understanding cultural paradoxes. Los Angeles: SAGE.
O'Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising and integrated brand promotion. Mason, Ohio: South-Western/Cengage Learning.
Smith, P.R., & Zook, Z. (2011). Marketing communications: Integrating offline and online with social media. London: Kogan Page.
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