Integrated Marketing Communications Snickers Is a Leading

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, favorite athletes will sponsor specified brand of athlete's products hence making it a success. 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 product costs at the channel level hence influence the function of pricing. Snickers is among the leading marketing pioneers and boasts of a strong marketing mix. Relying mainly on the pull strategy, Snickers will establish itself as a major rival in the Asian market against Reebok and Adidas. Snickers will design the prices to be competitive in the industry. The pricing will be based on target customers forming premium segments. Snickers is a brand that will command a high premium. Their pricing approach will be based on vertical integration strategy whereby they will own all levels of operations thus influencing product cost and pricing (O'Guinn, Allen & Semenik, 2009).

Place

The exclusive Snickers stores and multi-brand stores at the global level will carry snickers. Snickers will market the products to over 30,000 retailers in Asia and nearly 200 foreign countries. At the global markets, Snickers will market the products through independent licenses, subsidiaries, and distributors. The company will erect production facilities in East Asia and operational units across the world.

Implementation

The re-branding of Snickers in the Asian market will help in enhancing its advertisements to the target market such as women and athletes. These segments want shoes with visible features of a true lifecycle. Therefore, advertising messages will market Snickers as a unique stylish line of active lifecycle products. This tactic will enable Snickers to make larger across the target segments (Mooij, 2010).