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The Integrated Marketing Communication system takes these P's and turns them into C's - similar aspects, but looked at from the stand point of the consumer. In this order of ideas, Product turns into Customer; Price turns into Cost; Place turns into Convenience and Promotion turns into Communication (Wirth, 2001).
The first 'P' is product, but really this is all about the customers' needs and wants. Which goods and services customers are looking for, what are the features / benefits in demand, what might be unfulfilled needs? The second 'P' is price; but in fact, this has more to do with the cost to the customer. What is their perception of value, how much are they able / willing to spend? The third 'P' is place (or distribution), but what this means is the convenience to the customer to obtain the product. Where will it be sold, are there distribution…
Bowdin, G., O'Toole, W., Alle, J., Harris, R., McDonnell, I., 2006, Events Management, 2nd edition, Elsevier Science and Technology Books, ISBN 9780750665339
Fitzpatrick, K.R., 2005, the legal challenge of integrated marketing communication (IMC): integrating commercial and political speech, Journal of Advertising, Edition of December 22
Iacobucci, D., Calder, B., 2002, Kellogg on Integrated Marketing, 1st Edition, Wiley, John & Sons Incorporated, ISBN 9780471204763
Kim, I., Han, D., Schultz, D.E., 2004, Understanding the Diffusion of Integrated Marketing Communications, Journal of Advertising Research, Edition of March 2004
Integrated marketing communications was a concept introduced in early 1990s that coordinates marketing aspects with promotional elements to improve the communication between a business firm and their costumers. This involves using a number of promotional tools besides advertisements on electronic and print media. The other elements of promotional mix, than advertising are: sales promotions, public relations, personal selling, and direct marketing.
Presently, almost many companies are using this concept because the competition has drastically increased and therefore importance of creating a brand image can be more emphasized.
One of the companies that use integrated marketing strategies is eckitt Benckiser. It utilizes different elements of promotional mix to promote and sell its pharmaceutical and consumer goods.
Advertising is "any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor" Mass media advertising help companies to communicate to large audience. It helps them to create images…
1. Introduction to Integrated Marketing Communications. Accessed online 29th Jan 2005: www.tristate.edu/faculty/herbig/imc01.htm
Integrated Marketing Communication
Considering that XYZ Inc. has conducted sufficient analyses of the Indian market, they should now move on to developing a marketing communications campaign. In achieving this desiderate, it is pivotal for the organization to implement the modern principles of integrated marketing communications, which strive to integrate all aspects of a marketing communication, while simultaneously addressing numerous categories of stakeholders through more media channels, such as television, printed media, radio or the internet. Given this scenario, the program of integrated marketing communications for the XYZ company should be based on at least the following elements:
(1) Focus on the product -- this is essential in order to familiarize the prospective customers with the offer of the organization and to generate demand for the product. This component virtually represents the core foundation of any marketing endeavor as it convinces customers to purchase the item advertised and as such generates…
Twitchell, J.B., 1996, Adcult USA: Triumph of Advertising in American Culture, Columbia University Press, ISBN 0231103255
Williams, G., 2008, 3 Ways to Kill a Deal in India, Entrepreneur, http://www.entrepreneur.com/startingabusiness/expandbeyond/article198626.html last accessed on November 25, 2009
Integrated Marketing Communication Plan
The objective of this work is to develop an Integrated Marketing Communication Plan. This work will choose a product or service in common usage and conduct an examination of the product or service to see if the company is online and if it is doing any online advertising the existing integrated marketing plan presently in use will be discussed. This work will describe the promotion mix and examine whether it appears to more mass selling or personal selling. This work will answer as to what target markets are the target audiences of the promotion mix and how the company positions its product or service. This work will provide an analysis of the company's IMC effort and answer as to whether anything could be done to improve the IMC from the view of the company's marketing manager. For the purpose of the present study, the company chosen…
Frazier, Mya (2005) John Deere Cultivates Its Image. Advertising Age. 25 July 2005. Retrieved from: http://adage.com/article/news/john-deere-cultivates-image/104052/
John Deere and NASCAR (2007) Logo Design. Retrieved from: http://www.logodesignarticles.com/2007/02/06/general-articles/john-deere-and-nascar
John Deere Launches "Unlock" Website to Preview New Equipment (2011) John Deere News Releases. Retrieved from: http://www.deere.com/wps/dcom/en_US/corporate/our_company/news_and_media/press_releases/2011/agriculture/2011apr6_unlockwebsite.page ?
John Deere Uses Technology and Hands-On Experience to Reach Customer (2011) John Deere News Releases. Retrieved from: http://www.deere.com/wps/dcom/en_US/corporate/our_company/news_and_media/press_releases/2011/common/2011apr06_mowermatch.page ?
Integrated Marketing Communication and Customer Satisfaction Strategy
Discuss the company's advertising strategy and how it aligns with its marketing goals.
Coca-Cola's company advertising strategy is designed at communicating how exceptional the experiences are of consuming their products, and how those experiences generate and sustain strong positive emotions. Coca-Cola is one of the strongest brands in the world because they understand the dynamics of how to make this association of strong emotion and their brand correlate quickly and easily in consumers' minds. The very popular Open Happiness Campaign, with many of the videos getting well over 1 million views on YouTube, is a case in point. Coca-Cola used the Open Happiness campaign to show that they are more than just a food and beverage manufacturer by personalizing the experience of interacting with their brand (Golan, Karp, Perloff, 2000). A second example of how pervasive Coca-Cola uses their events to further underscore…
Bashford, S.. (2010, July). Cross-border creative. Marketing,28-29.
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
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Crimmins, James, & Horn, Martin. (1996). Sponsorship: From management ego trip to marketing success. Journal of Advertising Research, 36(4), 11.
Companies must utilize all available resources and channels to successfully communicate their competitive advantage and some of these channels include the following:
1. Advertising through company's website
2. Direct Marketing-sending solicited emails to target audience
3. Traditional methods like television advertisements
4. Blogs and social networking media
5. Aligning company to a well-known cause
Over the years, we have seen the transformation of media right before our eyes. From marketing in its infancy to marketing in its maturity, things have changed dramatically and firms today understand that competitive advantage alone is not important, it must be communicated successfully through effective marketing and hence most organizations would invest heavily in marketing efforts to reach the target audience in the most cost effective manner.
elationship Marketing is not exactly a new concept in marketing. It has been present in its more rudimentary form for ages but it is only now…
Barone, M.J. And T.E. DeCarlo (2003). "Emerging Forms of Competitive Advantage: Implications for Agricultural Producers." Midwest Agribusiness Trade Research and Information Center Research Paper 03-MRP 5.
Barone, M.J. And T.E. DeCarlo (2003). "Emerging Forms of Competitive Advantage: Implications for Agricultural Producers." Midwest Agribusiness Trade Research and Information Center Research Paper 03-MRP 5.
Bezjian-Avery, Alexa, Bobby Calder, and Dawn Iacobucci (1998), "Interactive advertising vs. Traditional Advertising," Journal of Advertising Research, 38 (4), 23-32.
Cole Ehmke, M.S. Strategies for Competitive Advantage. Extension Educator, Department of Agricultural and Applied Economics. University of Wyoming
" The Live to Win competition is based on the enormously popular sport of badminton in China and participants who answer a series of questions posted online each month are eligible for various prizes. According to a corporate press release, "Each month, 300 winners will receive a limited edition set of 'Lucky Q. Wah Dolls' designed in the likeness of the actual badminton stars. Each doll comes complete with a certification and profile reflecting the qualities of its China Badminton Team counterpart" (FedEx China, 2009, p. 2). In addition, FedEx China also maintains a presence on Twitter that features up-to-the-minute promotional material and information about the company. Finally, FedEx China has joined with the Greennovate Foundation as well as the Chinese Badminton Team to promote the environmentally responsible "Green Life" concept among Chinese students (FedEx China, 2009).
The research showed that FedEx Office is a multinational corporation competing in…
Ding, G. (2007, December 21). First FedEx Kinko's store in China celebrates ten-year anniversary. FedEx China. [Online]. Available: http://news.van.FedEx.com/node/6476 .
FedEx. (2009). FedEx News: Press release. [Online]. Available: http://news.
FedEx China. (2009). FedEx Office. [Online]. Available: http://news.van.FedEx.com/node/7975 .
This effect is due to the high level of interaction with the consumer. As a consequence, the credibility developed in the mind of the consumer reaches a medium level.
The IMC strategy does not begin with the analysis of the product that is therefore directed towards the consumer, but with the analysis of the consumer, and based on the characteristics of the consumer, the communicational strategy is developed. The differences between a strategy directed at adults and a strategy directed at children also refer to the costs of the strategy.
As mentioned above, food companies focus on investing more on attracting children and teenagers, and developing a certain consumption and purchase behavior that would favor the company, rather than on trying to modify an already existing behavior in adults. This is because children and teenagers represent a larger potential customer pool for the company.
1. Kitchen, P.J. & De…
1. Kitchen, P.J. & De Pelsmacker, P. 2004. Integrated Marketing Communications: A Primer. Routledge, Oxfordshire. Available at http://books.google.ro/books?id=x9fGz3e45CQC&printsec=frontcover&dq=integrated+marketing+communication&source=bl&ots=fK5gUGExPt&sig=KtSQJjscnUE1-PIshz0VqcLbW8U&hl=ro&ei=_13QS4qkGsOOOJrGzZ4P&sa=X&oi=book_result&ct=result&resnum=15&ved=0CFgQ6AEwDg#v=onepage&q=integrated%20marketing%20communication&f=false . Accessed April 22, 2010.
2. Kellogg's. 2010. Promotions. Kellogg's official website. Available at http://kelloggs.com.au/Home/Promotions/tabid/597/Default.aspx . Accessed April 27, 2010.
3. Sheth, J.N. & Park, C.W. 1974. A Theory of Multidimensional Brand Loyalty. University of Illinois. College of Commerce and Business Administration. Available at http://www.jagsheth.net/docs/A%20Theory%20of%20Multidimensional%20Brand%20Loyalty.pdf . Accessed April 22, 2010.
4. Story, M. & French, S. 2004. Food Advertising and Marketing Directed at Children and Adolescents in the U.S. International Journal of Behavioral Nutrition and Physical Activity. Available at http://www.ijbnpa.org/content/1/1/3 . Accessed April 21, 2010.
Communication objectives can help by first focusing the company's efforts on a specific market and its unique needs, and the specific products of interest. In seeking out this connection of customers to products, IMC strategies have a higher potential for success.
3. In the case, BatesManor Furniture, inc (a), what is the purpose and role of advertising, promotion, and personal selling in the household furniture industry?
The furniture industry is one that is known for its long sales cycles, high prices and consumer lifecycle approach to marketing. Young families for example have entirely different needs than those of empty nesters. The BatesManor Furniture case study shows how advertising, promotion and personal selling in the household furniture industry needs to be more attuned to the unique needs of customers and not just rely on traditional marketing and promotions strategies. Instead of using IMC strategies as a means to en masse market,…
Frederik Balfour, and Bruce Einhorn. 2009. Hong Kong Disneyland's Future Is in Danger. Business Week (Online), March 18,
John M.T. Balmer, & Stephen a. Greyser. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730-741.
Barbara Caemmerer. (2009). The planning and implementation of integrated marketing communications. Marketing Intelligence & Planning, 27(4), 524-538.
Citigroup (2006), Walt Disney and Company Investment Brief. June 9, 2006. Jason Bazinet, Analyst. Citigroup Global Markets. New York, New York.
Integrated Marketing Communication (IMC)
Integrated Marketing Communication (IMC) is a vital aspect of any business organization. In most cases, it entails the effective promotion of a new service or product to a targeted niche market in an effective and appropriate manner. The main purpose of IMC is to instill some mental or behavioral response towards the projected group. Several tools designed to fulfill this fundamental mandate of the IMC, and they include advertising, direct marketing, sales promotion, public relations and personal selling. Although these are the main tools used by many companies for IMC purposes, there are other non-formal forms of marketing communication such as gossip, word-of-mouth, and so on that also have profound effects to the organizations' promotion of goods.
Advertising seems to be everywhere we go and in all aspects of human lives today. Starting from the moment someone turns on the TV set, or…
Jacobs, H. (2006) Advertising: Career FAQs series. New York: Career FAQs.
Seng, T.K., Hixson, S. & Kwone, E. (2002). Hands-on with Home Economics. Singapore: Pearson Education.
Sexton, D. (2010). Trump University Marketing101: How to use the most powerful ideas in marketing to get more customers. New York: John Wiley and Sons.
Shah, K. & D'Souza, A. (2009). Advertisement and Promotions: An IMC perspective. New York: Tata McGraw-Hill Education.
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.
Snickers will create contact with celebrity athlete personalities in Asia. This strategy will draw public attention towards the product such as onaldo and Tiger Woods. This will result in relatively high degrees of awareness of Snickers in the area. Besides, Snickers…
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.
Canada's wide ranging audience by way of several events and points of contact. Ford Motors has always been the leader in the auto industry as regards launching e-initiatives is concerned. (Innovative Yahoo! Canada Fusion Marketing Online Program Attracts Canada's Longest-established Automobile Company)
As regards delivering marketing communications to the Internet customers is concerned, Ford is accomplishing it in four methods. These are Ford.com - the web portal of Ford Motors. Buyer connection deals with facilitating the consumers to buy and configure their vehicles. Dealer connection deals with assisting in the growth of relationship between the customer and local dealers. And finally owner connection is a method of cultivating customer relationship. These novel offering definitely set up Ford Motors as the category leader in building e-commerce, e-service, and e-communication solutions in favor of the customers. Keeping in view these aspects, Ford has build up an Internet presence to remain customer-focused and…
Ford Motor Company -eRoom enables Ford to drive into new technology.
Retrieved at http://www.documentum.com/customer_success/success/ford_eroom.htm#4 Accessed on 14.3.05
Ford unveils interactive strategy. January 12, 1999.
Retrieved at http://media.ford.com/newsroom/release_display.cfm?release=603Accessed on 14.3.05
Develop the final ad (this is not a graphic design project but make sure it is well thought out) Describe in detail at least two consumer promotions that would be appropriate for this product & explain why you selected these.
Work with local historical and chambers to unearth, "Houston's uncovered treasures," Logo would be a treasure chest brimming over with prizes in front of a Houston location, with the "pirate" theme based on Houston history.
Describe in detail at least one sponsorship opportunity that would be appropriate for this product & explain why you selected it.
Since most vacations are with children, work with local schools and support a children's treasure hunt where packets are available for children, they must go to x number of places, answer questions that will help them on their treasure hunt, and then enter to win a great prize.
With the goal of securing positive…
Integrated Marketing Communication
Critical Assessment and Reflection
Group IMC Presentation Discussion
Our organ donation presentation team members are: Dadan, Aman, and I. I think we really connected as a team and we were really successful at understanding each other's way of thinking. Although we all came from different cultures like China, India and Saudi Arabia, we managed to easily reach consensus every time we worked together. I can evaluate our team experience as a very pleasant and fully enjoyable one. Although every member of our group has their strong and weak points we tried to take advantage of this matter in a positive way and we tried to use everyone's strong point in the exact part of the presentation that required it. For instance, Dadan was really good at finding articles and information that we could use in our presentation, while Aman was very good at creating graphics that could…
Integrated Marketing Communication and Customer Satisfaction Strategy
The ability to set and exceed customer expectations on a consistent basis is critical to creating a profitable business. The defining of an effective Integrated Marketing Communication (IMC) platform and series of strategies has a direct impact on the expectations set with prospects and customers both. The ability to measure expectations and their relationship to customer satisfactions can provide insights into how best to communicate marketing messages with clarity and conviction (Anantachart, 2004). The intent of this analysis is to explain how a company's IMC strategies drive advertising to align with marketing goals, also explaining how effective of advertising is also measured. As IMC-based strategies also have promotional strategies, that area is also briefly disused. All of these factors contribute to the expectations created with prospects and customers, with IMC being the foundation that unifies potentially diverse marketing strategies (obinson, 1997).…
Anantachart, S. (2004). Integrated marketing communications and market planning: Their implications to brand equity building. Journal of Promotion Management, 11(1), 101-125.
Chen, C. (2011). Integrated marketing communications and new product performance in international markets. Journal of Global Marketing, 24(5), 397.
Holm, O. (2006). Integrated marketing communication: From tactics to strategy. Corporate Communications, 11(1), 23-33.
Jenkinson, A., & Matthews, B. (2007). Integrated marketing and its implications for personalised customer marketing strategies. Journal of Direct, Data and Digital Marketing Practice, 8(3), 193-209.
In this order of ideas, they could be divided into it professionals and simple individuals who revealed a passion and hobby towards technological innovations. Ergo, the second segmentation criterion is that of professional or personal passion for technology.
As Brad Miser (2003) points out, the iLife is designed for both semi-professionals as well as hobbyist. Therefore, the third segmentation criterion is given by the individuals who either work, or are interested in the features available through iLife (view, organization and editing of films, music, photographs and webpages). This may be considered similar to the previous criterion, but it in fact is not as a technology fan may find no real use in the iLife '09.
The objective of an integrated marketing communications plan is that of getting to know the customers better and ensuring that the products and services they are presented with offer them utility. The goals of…
Caroll, P.J., July 29, 1991, Doing Business in Taiwan - Cultural and Marketing Hints, Business America
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Apple: Integrated Marketing Communications Plan
Apple has been described as the genius of geniuses in the marketing world. Its founder Steve Jobs has been mythologized as a marketing wizard who somehow causes his business to flourish despite apparent setbacks of product, and other companies and marketing analysts have labored to discover what it is that makes Apple unique.
Apple is superior in its advertising. Their most famous ad campaigns include the 1984 'Super Bowl' commercial, the 1990s Think Different campaign, and the 'iPod" people of the 2000s. Along with their ads, and in sync to its 'Think Different' tag, Apple's aim has always been to be innovative. Their very first Mac graphical user interfaces were revolutionary in their day with their introduction of the use of the mouse and features such as icons, folders, audio, and fonts that have become a commonplace feature.
Apple's technique is to compete with several…
Apple.com. Apple and the Environment, Retrieved on 3/18/2011 from: http://www.apple.com/environment/
Marketing Minds: Apple's branding strategy. Retrieved on 3/18/2011 from: www.marketingminds.com.au/branding/apple_branding_strategy.html
Apple.com. Get a Mac. Retrieved on 3/18/2011 from: Apple Inc. http://www.apple.com/getamac/works.html .
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Target's Strength in Branding Strategies Continue
As Target continually refines its branding strategy to set high expectations for shopping visits and then fulfills them through exceptional operational execution and having the right product in the right place at the right time, the company's future branding strategies will further differentiate them from discounter Wal-Mart. First, Target will continue to underscore its uniqueness with a Go International campaign features English designer Alice Temperley, known for her highly feminine designs, and also the development of an entirely new line of jewelry from well-known os Angeles-based designer Dominque Cohen (Heller, 2006). These strategies and comparable ones to them are meant to continually reinforce the unique value proposition of the store chain and deliver more value than customers expect, further earning greater levels of loyalty over the long-term.
James C. Anderson, James a Narus, Wouter van Rossum. (2006). Customer Value Propositions in Business Markets.…
Laura Heller (2006, April). HOW the HOUSE of MASS FASHION ALWAYS STAYS a STEP AHEAD. DSN Retailing Today, 45(7), 25-26. Retrieved May 5, 2008, from ABI/INFORM Global database. (Document ID: 1029378821).
Hafedh Ibrahim, Faouzi Najjar. (2008). Assessing the effects of self-congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment. Marketing Intelligence & Planning, 26(2), 207-227. Retrieved May 6, 2008, from ABI/INFORM Global database. (Document ID: 1462824211).
Soo-Young Moon (2005). An Analysis of Global Retail Strategies: A Case of U.S. Based Retailers. Journal of American Academy of Business, Cambridge, 7(1), 219-222. Retrieved May 7, 2008, from ABI/INFORM Global database. (Document ID: 850335101).
Integrated Marketing Communications
Integrated marketing communications (IMC) is that communication strategy that makes the marketing departed interconnected, as opposed to it having contrasting functions. IMC basically integrates a company’s marketing channels and collateral into one reliable messaging system. These channels may include direct mail, social media, and PR, among others. One company that has notably used this approach is Apple Inc, which is famous for its brand iPhone. From the day of release, June 2007, iPhone has has undergone yearly modifications to better the brand. (Ktourgelis, 2016)
Apple Inc carried out one of the most successful marketing campaigns for its brand. Two major factors led to this success. Firstly, Apple’s smart phone was a new product in the market. Secondly, they concentrated on customers who could adopt the new smart phone and influence the rest of the population. The iPhone was revolutionary in itself, since it combined phone…
Corporate communications involves not just the message, but the idea that communications are managed, and are connected to corporate objectives (Cornelissen, 2004). Therefore, when communication possibilities were limited, corporate options were limited, and one did not see communications management perspectives that advocated the type of intimate connection between communications and corporate strategy that one sees in a modern context (Cornelissen, 2004). What this makes clear is that CC is not simply, or even primarily, about communications; it is an overall corporate strategy that helps define how a corporation interacts with the world.
The emphasis on communication is very different from how corporations were traditionally, historically structured. Traditionally, strategic planning occurred at the top of the corporate structure, management was considered a mid-level activity, and operational control was the function of first-level management, and this corporate strategy was used in most workplaces (Oliver, 1997). However, as institutional hierarchies were challenged and…
Argenti, P 2007, The power of corporate communication. Available from:
. [17 July 2011].
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Argenti, P & Forman, J 2002, The power of corporate communication: crafting the voice and image of your business. McGraw-Hill, New York.
integrated marketing plan to be used by Toyota in the marketing and sale of its products worldwide. The marketing plan begins with a description of the company, its strategic plan and focus, a situational analysis then follows which comprises of a SWOT analysis, industry analysis, company analysis, customer analysis, product-market focus. These are then followed by the development of a strategic focus, marketing goals and objectives, target market analysis, company's position in the global car market, marketing strategy using the 4 Ps (Product, Price, Place, Promotion),marketing implication analysis, implementation plan, evaluation and control as well as a conclusion
The global car manufactures and retail industry experienced a general slump in the aftermath of the 2009 economic downturn. However, the years following the economic downturn have been recovery years as seen in the general rise in car sales and consumer demands for affordable cars. The consequence of this rise in demand…
Clow, KE.; Baack, D (2007). Integrated Advertising, Promotion, and Marketing Communications 3rd edition. Pearson Education. pp. 9 -- 10. ISBN 978-0-13-186622-5.
Dobni, B. (2002). A model for implementing service excellence in the financial services. Journal of financial services marketing
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Integrated Corporate Communication (ICC) and Corporate Communication (CC)
The established limitations are severely customized by globalization: the size of the company (where there is not a major link with the area of the performance, delocalization and outsourcing and being dependent on the network), design of the product and sales (where the relation with the competitors may be competitive cooperative) somewhat similar to the frequency of motor industry), competitive relations of space-time, the consumer models (which is focused with a turn down in the analogical media. The increasing significance of digital media and internet is also included. The most important of them is the advertising of television and the television itself); the importance of communication in the competitive environment, less protectionist measures of the economic systems, open spaces of competition, complex differentiation (Walther, 2007).
The incorporation of the global markets struggle to remove the inert environment and change them with the…
Argenti, P. And Forman, J. (2002) The Power of Corporate Communication, New York: McGraw-Hill.
Argenti, P.A. (2009) Corporate Communication, New York: McGraw-Hill/Irwin.
Argenti, P.A. (2009). Corporate communication. Singapore: McGraw-Hill
Argenti, P.A., Barnes, C.M. (2009). Digital strategies for powerful corporate communications. New York: McGraw-Hill
2. Ogilvy & Mather applied the concept of global brand marketing in order to create
Motorola's marketing campaign. The goals included reaching the younger target market by creating a sleeker, better-looking product range, and creating advertising communications to match this new image. As such, Motorola's communication image became one of trendy irreverence and quick-paced style.
1. Nudie's selection process for sales representatives compares well with the image of their product. It is one of fun and a passion for life. Sales representatives are required to communicate this sense of fun to potential customers. In this sense, they are required to translate their sense of energy in life into a passion for the Nudie product itself.
2. Sales promotion tools include placing the Nudie product in more than one location within stores that sell the product, displaying labels with the product emblem in prominent public places, and displaying the Nudie…
The supermarkets did not have to deal with refrigeration issues as whole milk came in powder form from foreign firms. However with the appearance of Almarai in 1970s, things changed drastically and fresh cow milk along with laban became very popular products in Saudi Arabia.
For deeper market penetration, effective marketing initiative was required and that came in the form of wide media advertising campaigns along with good packaging designs that changed the perception and moved people to purchase fresh products. The campaigns were so successful that they can be compared to any high profile brand campaign internationally. First of all the word Almarai meant green pastures and this was presented in visually aesthetic form on both advertisements as well as on the package designs. It was very appealing and conveyed the idea of fresh milk effectively and the sales of fresh packaged milk rose substantially in Saudi Arabia with…
"About Almarai Company" Available online http://apa_dtp.tripod.com/almarai.htm#Sales & Marketing
"Saudi Arabia Dairy Industry" Available from http://www.agrisouk.com/industrie/lait/saudidairy.htm
Al Safi Foods. The World's Largest in Integrated Dairy
Farm. http://www.alsafi.com .
Marketing Communication for Subway Restaurant
Marketing for any product or any service depends on the inherent reasons for the demand of that product or service. Thus the relative importance of different aspects is not the same for the marketing of different products or services. A restaurant is a place all of us go for a meal, bit, in our own minds, the rationale for going to different types or classes of restaurants are different. This determines the people who will go to that particular restaurant and what is the level of prices that he expects to pay. Some high class restaurants may get a crowd who just want to be seen there to improve their social status. ut, subway restaurants are for the hoi polloi.
A product for the general public is viewed in marketing terms more as a sales exercise than a publicity exercise. (uttle, 1996) Marketing is generally…
Buttle, Francis. (1996). Relationship Marketing. In Francis Buttle (Ed.), Relationship Marketing: Theory and Practice (pp. 1-16). London: Paul Chapman Publishing Ltd.
Manning, Gerald, L. & Reece, Barry L. (1997). Selling Today (7th Ed.). Upper Saddle River, NJ: Prentice Hall.
Dainow, Sheila & Bailey, Caroline. (1988). Developing Skills with People: Training for Person to Person Client Contact. New York: John Wiley & Sons Ltd.
Scholtes, Peter, R. (1988). The Team Handbook: How to use Teams to Improve Quality. Madison, WI: Joiner Associates, Inc.
Understanding the characteristics of the target market is a crucial step in developing the branding and marketing plan. This basically involves segmenting consumers. Consumers can be segmented based on their demographic, geographic, behavioral, and psychographic characteristics (Lamb, Hair & McDaniel, 2009). For the automobile industry, consumers can be segmented as follows.
Individuals, male and female, families, middle- to high income, businesses, and professionals
First-time buyers, repeat buyers, seeking functional benefits, with family needs, seeking social status benefits, seeking quality cars, seeking off-road capabilities.
Enthusiastic about cars
As per the table above, the target market is broad. It encompasses middle- to high-income individuals and families as well as professionals and business in the US seeking to buy a car for mobility, status, and/or off-road usage. With an understanding of the market segments, the marketing mix and other elements of the marketing…
Eight Steps of Effective Marketing Communication: The New Product Called Orange Clean
Recognizing the Target Audience
Determining the Communication Objectives
Planning the Message
Choosing Communication Channels
Launching the Marketing Communications Financial plan
Creating and Handling the Marketing Communications Mix
Determine the communications' results
Administer the integrated marketing Communication procedure.
Orange Clean. The company's major activity is to produce and sell inorganic household cleaners. The company functions in three different sections: Inorganic ingedients, and Others natural and organic chemicals. Orange clean is made up of the Inorganic Chemicals agents such as real peeled oranges and other natural flavors. The Fertilisers section comprises of natural and organic chemicals that have raw scent. The Others section are made up of speciality ingredients, which are all natural.
Today Orange Clean has a new assessment of communications as a communicating dialogue among the company and its clienteles that takes place all through the pre-selling, consuming,…
Andreasen, A., 2008. Marketing social change: Changing behavior to promote health, social development, and the environment.. San Francisco, CA:: Jossey-Bass.
Anon., 2016. Creating a Stakeholder. [Online]
Available at: http://www.ors.sa.gov.au/__data/assets/pdf_file/0006/148497/Creating_a_Stakeholders_Communications_Plan.pdf
[Accessed 26 February 2016].
Marketing Channels and Methods -- the New Svelte Shape of McDonald's
Objectives & Mission Statement
Although McDonald's latest advertising slogan, as proclaimed on its 2005 website, is "I'm lovin' it," (McDonald's Official ebsite, 2005), shareholders in the fast food company have not be equally enamored of its current stock performance and plummeting sales. (The Rogue Investor, 2005) Thus, the objectives of the new McDonald's marketing campaign must be to undo some of the economic and public relations damage done to the company by the negative press generated by the success of Morgan Spurlock's film 'Supersize Me.' Over the course of the year, McDonald's wishes to gain a greater percentage of the revenue of the current fast food market than its most prominent burger-oriented competitors endy's and Burger King. McDonald's also wishes to gain some of the type of positive media as generated by the sandwich chain Subway. The Subway Diet…
Bauman, Valerie. (11 Aug 2005) "People try to lose weight at McDonalds." AP Wire. Accessed on AOL on 22 Aug 2005 at http://aolsvc.news.aol.com/news/article.adp?id=20050811163009990002
Burger King. (2005) Official Website. Retrieved 11 Sept 2005 at http://www.haveityourway.com/
Collins, Luke. (2002) "Chips are down for Burger Giants" MCD: McDonald's Corporation News and Articles. Retrieved 27 Aug 2005 at http://www.licenseenews.com/news/news134.html
Daft, R.L. (1997). Management. Fort Worth, TX: Dryden Press.
There are different approaches to pricing strategy. The pricing strategy should fit within the context of the overall marketing strategy. Among the different options for pricing strategy are revenue maximization, profit maximization, survival, skim pricing, and penetration pricing (NetMBA, 2010). There are also approaches such as cost-plus that take into account the company's cost structure but in a competitive marketplace it is more normal that the pricing strategy reflects what competitors are doing. For MegaWidget, the $10 price tag comes with a sales target of one million new units. The MegaWidget only costs $3 to produce, so the price is not based on the cost. It is based on penetration pricing strategy. Ten dollars is a threshold, one that consumes will notice more -- at ten dollars or less a consumer is willing to purchase the product on impulse. As a result of that, the MegaWidget should…
BEA. (2014). National income and product accounts. Bureau of Economic Analysis. Retrieved November 28, 2014 from http://www.bea.gov/newsreleases/national/gdp/gdpnewsrelease.htm
Brookins, M. (2014). Tools used in market research. Houston Chronicle. Retrieved November 28, 2014 from http://smallbusiness.chron.com/tools-used-market-research-17205.html
MindTools. (2014). The marketing mix and the 4Ps of marketing. MindTools. Retrieved November 28, 2014 from http://www.mindtools.com/pages/article/newSTR_94.htm
NetMBA.com (2010) Pricing strategy. NetMBA.com. Retrieved November 28, 2014 from http://www.netmba.com/marketing/pricing/
They handled the situations in case the way they did in order to improve customer experience and increase their loyalty.
This behavior is supported by Nordstrom's management that encourages its employees to exceed their job requirements when assisting customers. From this point-of-view, there are numerous differences between Nordstrom and most of its competitors. For example, Sears is one of the department stores that do not seem to pay that much attention to the quality of customer service. Sears' merger with Kmart was supposed to improve customer experience, but the numerous complaints from customers reveal a different situation. Customers complain about the modifications made within the stores, which confuse them, and make it difficult for them to identify the products they are interested in. Also, customers complain about the fact that the staff at Sears is not able to properly assist them.
3. The retailing mix used the company ensures the…
1. Howard, T. (2005). Viral Advertising Spreads through Marketing Plans. USA Today. Retrieved February 23, 2001 from http://www.usatoday.com/money/advertising/2005-06-22-viral-usat_x.htm .
The primary marketing challenge at Flare Fragrances is to develop an appropriate and competitive marketing strategy for the new Savvy brand to be launched in 2009. The specific issues in this challenge include the question of whether to launch Savvy in the first place, whether to distribute it through conventional or through new channels, and whether to associate it with the Loveliest umbrella brand or to give it a separate identity.
The industry is experiencing a decline because of the economic crisis and sales at Flare Fragrances grew by only 2% in 2008 although overall performance was average given the economic challenges. Improving performance in the coming years will require a significant improvement in sales, either through existing or new products. Advertising expenditure is also a major question to be addressed. A major competitor, Aromatique, plans to introduce Dulcet, a product similar to Savvy for the same target…
IFRA. Women's Fragrance Catgeories. Accessed 29 April 2012
Morgan, Spencer. Scent Branding Sweeps the Fragrance Industry. Business Week, 16 June. 2010. Accessed 29 April 2012
III. Media Strategy
The following are the key media objectives of the three dominant campaigns as defined in this plan. To successfully create an integrated marketing communications strategy that capitalizes on the unique strengths of each form of media, including the use of print, television, online and lickable advertising mediums. Here are the specific, quantified objectives of the media strategy:
To increase the unaided awareness of Godiva Chocolatier by 50% over the next 90 days as audited through interviews of the primary members of the target audience.
To attain both unaided and aided awareness of the next generation of Godiva Chocolates in the 20-35 age group.
To successfully coordinate and synchronize print, television, online and lickable media plans to maximize the number of impressions and levels of awareness on a both unaided and aided standpoint. To optimize the level of use of online advertising to order a lickable…
Annette Bourdeau (2008, April). Mmm, First Flavour's tasty ads... Strategy,25. Retrieved April 17, 2008, from ABI/INFORM Global database. (Document ID: 1456519621).
Arun Sudhaman (2006, December). Hooking the world on Godiva's edible luxury. Media,20. Retrieved April 18, 2008, from ABI/INFORM Global database. (Document ID: 1201883081).
Suzanne Vranica (2008, February 13). Marketers salivate over lickable ads. Wall Street Journal (Eastern Edition), p. B.3. Retrieved April 19, 2008, from ABI/INFORM Global database. (Document ID: 1434442681).
The American Snack Chip Manufacturing Corporation ("American Snack") has the mission of delivering the world from hunger, one chip at a time. The company will produce flavored snacks from its home in Queens. The company was founded by two women and some inherited commercial-grade equipment.
The branding strategy must be tied to the business model, it must be consistent and it must connect emotionally with the customer. The brand, American Snacks, is a statement of intent. Americans connect to all things American, and foreign markets understand that no country produces a wider variety -- and higher quality -- of snacks. The brand will be associated with classic snack products. Pricing will be premium to match the premium positioning of American Snacks. ith this premium pricing, the brand will be able to capture healthy margins not only in foreign markets, but also in the domestic market through premium retail…
Daye, D. & VanAuken, B. (2012). Product launch strategy & success. Branding Strategy. Retrieved December 14, 2012 from http://www.brandingstrategyinsider.com/2012/10/product-launch-strategy-and-success-.html
Girard, F. (2012). Concept of integrated marketing communication. eHow. Retrieved December 14, 2012 from http://www.ehow.com/info_7742033_concept-integrated-marketing-communication.html
Foulger, D. (2004). Models of the communication process. Brooklyn College/CUNY. Retrieved December 14, 2012 from http://davis.foulger.info/research/unifiedModelOfCommunication.htm
Inc. (2012). How to do market research. Inc. Magazine. Retrieved December 14, 2012 from http://www.inc.com/guides/marketing/24018.html
Many companies struggle with consistency over time with their P. Finally, personal selling is a critical component of any integration marketing strategy. The advantages of personal selling are that companies have a chance to create personal relationships with customers and understand their unmet needs, greater trust is created through more effective communication, and the key messages of a company are more clearly communicated. The cons or negatives of personal selling include its costs, as it is very expensive to have a direct sales force in the field. Second, sales forces tend to turn over rapidly or churn which becomes problematic as new sales people need to be trained. Finally direct sales can easily turn into business development or lose focus on selling when a sales team is not held accountable for its quota.
Select and explain the most suitable method for measuring advertising or promotional effectiveness. Your decision must include…
Hester, J. (2009) The Marketing Performance Measurement Toolkit, Journalism and Mass Communication Quarterly, 86(4), 952-953.
Kitchen, P., Kim, I., & Schultz, D. (2008). Integrated Marketing Communications: Practice Leads Theory. Journal of Advertising Research, 48(4), 531.
Mangold, W., & Faulds, D.. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357.
Wakolbinger, L., Denk, M., & Oberecker, K.. (2009). The Effectiveness of Combining Online and Print Advertisements: Is the Whole Better than the Individual Parts? Journal of Advertising Research, 49(3), 360.
ntroduction of the Business
n 1995, Mr. David Walsh acquired the Moorilla Estate in Hobart. By 2005, the business had incorporated iconic brands such as "The Source Restaurant" and "Moo Brew" as part the suite of offerings. By 2012, the range of product offerings will have expanded further to include the exclusive "Pavilion Apartments," greater wine making capacity, the avant-garde MONA FOMA festival, and the flagship MONA private art museum.
As a winery, Moorilla winery has one of the oldest vineyards in the state, and a new winery has just established on the Moorilla site. We produce cool-climate wines. The fruit is grown in our Tamar and Derwent Valley vineyards. t new winery focuses on a much smaller and very high quality output. t uses gravity-flow to make boutique, ultra-premium wines. And they use estate fruit that is grown in a sustainable manner, with organic and bio-dynamic techniques.…
Individual selling strategy normally entails the prevailing marketing communications. Marketing communications are normally the messages that deal with the prevailing purchaser -retailer exhibitions, promotions accompanied by the public relations. Marketing interactions that entails to the prevailing personal selling are categorized into dual classes namely the impersonal and personal (John, 2002, pp 56-87).
The impersonal entails the process of
In fulfilling these initiatives the delivering of exceptional value and knowledge to prospects and customers to attain the role of trusted advisor and earn lifetime customer loyalty is the ultimate measure of effective marketing." There is a strong emphasis on setting and exceeding the expectations of customers and also striving to deliver exceptional value both in terms of insights and intelligence as well. Above all this definition focuses on how to create trust and attain the role of trusted advisor with customers, regardless of the market orientation being B2B or B2C. The intent of this definition is to make sure all components or areas of a marketing strategy are working in conjunction with each other, synchronized to deliver exceptional results over time. In that way the focus of the marketing strategies is on internal process clarity and outward, to meeting and exceeding customers' expectations so trust can be created and…
Bill Baker. (2009). Your Customer is Talking - to Everyone: Social media is the new channel for customer connection. Information Management, 19(4), 20.
Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Ruth King. (2009, January). 13-Word Marketing Definition: Work to get clients and not customers. Reeves Journal, 89(1), 16.
David M. Raab. (2009). Tools to Support Social Media Marketing: Choose an application within the framework of an enterprise strategy. Information Management, 19(4), 27.
The captions read "2 Months Later" and, of course, to ensure that the copy was not untruthful, Viator added the advertised product to his regimen in-between the two photographs (Lightsey 2006).
Since the Tryptophan disaster of the 1980s, the Ephedra incidents, and then the steroid scandals among Olympic athletes and well-known American professional sports figures in the late 90s, the U.S. Food and Drug Administration (FDA) has increased regulation of health food products, such as by prohibiting the outright claims to treat or cure any human disease without classification of the product as a drug subject to lengthy clinical trials and proof of safety and efficacy (Halbert & Ingulli 2000).
As a result, all supplement products sold (legally) in health food stores now bear a statement ensuring that "This product is not intended to treat or cure any disease." The problem is, everything else on the label purposely contradicts that…
Belch, G, Belch, M. (1998) Advertising and Promotion: An Integrated
Marketing Communications Perspective. New York: Irwin/McGraw-Hill.
Friedman, L. (2005) a History of American Law. New York: Touchstone.
Halbert, T., Ingulli, E. (2000) Law & Ethics in the Business Environment. Cincinnati: West Legal Studies. Lightsey, D. (2006) Muscles, Speed & Lies: What the Sport Supplement Industry Does Not Want Athletes or Consumers to Know. Guilford, CT: Lyons
Mass marketing is differentiated from target marketing, in that the target customer is pretty much everybody. A firm that has a target market will either have all of its sales, or a significant portion of them, in an specific identifiable group. Thus, the product should span across race, gender, age and geography. Such a product's target market would be better understood in terms of who doesn't buy it than who does. Wal-Mart would be a good example of a mass market retailer, based on their size, their geographic spread, the wide variety of products that they sell and the ubiquitous nature of many of those products -- many mass market retailers target very broad groups (Investopedia, 2015).
A mass market product, therefore, would be a product that broadly appeals. I will go with Charmin. The target market for Charmin is almost everybody. There are only a few groups that…
Coca Cola Company (2015). The Coca-Cola system. Coca Cola. Retrieved June 13, 2015 from http://www.coca-colacompany.com/our-company/the-coca-cola-system
Investopedia (2015). Definition of derived demand. Investopedia. Retrieved June 13, 2015 from http://www.investopedia.com/terms/d/derived_demand.asp
Investopedia (2015). Mass market retailer. Investopedia. Retrieved June 13, 2015 from http://www.investopedia.com/terms/m/mass-market-retailer.asp
New Zealand Transportation Association (2013) Blazed -- drug driving in Aotearoa. YouTube Retrieved June 13, 2015 from https://www.youtube.com/watch?v=P8KAaf45g5U
Integrated Marketing Communications Strategy
Many people have the urge to reside within gated residential communities. For this reason, gated residential communities together with garden apartments across the nation are coming up at fast rates. They allow members of that community to feel the balance between the rural area and the urban area since they still have access to amenities of an urban lifestyle. This brings a balance between the urban and rural lifestyles within the same community. Most of the people reside in communities where their access is mainly controlled by use of key cards, entry codes, gates, and keycards. The communities offer benefits and some shortcomings depending on whether one is a resident or in property management. Big apartment features include gate systems as the amenity to bring forth new residents (Lister et al., 2003). They are very much desirable to prospective residents and many property managers since they…
Lister, D., Atkinson, R., & Flint, J. (2003). Gated communities: a systematic review of the research evidence. Bristol: ESRC Centre for Neighbourhood Research.
Based on these assessments and the research competed the authors identify segmentation criteria for participants or consumers of cause-related sport marketing events. There are the fitness fanatics or "junkies" (Scott, Solomon, 2003), the "social butterflies" who attend to socialize and fulfill their need for affiliation. The authors also observe there are also the activists and survivors as well. The cathartic nature of the events for those who have survived or know of someone who survived is a powerful emotional experience, and one that bonds consumers together at these events (Scott, Solomon, 2003). The article concludes with closure of the research results and the development of recommendations for including cause-related marketing programs for participants as well.
Admirable in their pursuit of new insights into the motivations and segmentation of participants in cause-related sports events, the authors provide insights into this dynamic and its implications for marketing strategies. It is…
Andrea Scott & Paul J. Solomon. (2003). The marketing of cause-related events: A study of participants as consumers. Journal of Nonprofit & Public Sector Marketing, 11(2), 43-66.
Only the strongest of marketing campaigns has this kind of resonance. There are certainly other characters that have strong brand associations and have entered into iconic status -- onald McDonald, Toucan Sam, the Geico gecko are all pretty good examples -- and they have done so with heavy repetition, strong appeal to consumers and the ability to instantly convey the same values as the brand. On that level, the Energizer bunny has had enduring appeal that seems like it will never run out of steam.
An interesting tidbit about the Energizer Bunny, is that the character was created in response to Duracell letting their trademark lapse on the Duracell bunny, a character that it still uses in other parts of the world. The Energizer bunny was just a spoof on the Duracell character, but resonated with consumers to a much higher degree, creating an instant marketing hit. The bunny has…
Garretson, J. & Burton, S. (2005). The role of spokescharacters as advertisement and package cues in integrated marketing communications. Journal of Marketing. Vol. 69 (2005) 118-132.
Parekh, R. & Neff, J. (2013). Energize shifts marketing duties for several brands to JWT from Grey. Advertising Age. Retrieved April 19, 2014 from http://adage.com/article/agency-news/energizer-shifts-brands-jwt-grey/243735/
Top Travel Marketing Plan
"Explore the world on your terms"
Top Travel is a well established travel agency which cares not only to satisfy the most specific needs of its wide customer base, but also to understand the forces affecting the domestic and global tourist sector and to integrate well crafted responses to these new challenges in the services it provides to its clients. Top Travel's slogan "Explore the world on your terms" invites customers to create the journey of their dreams, aligned with their preferences, time availability, financial constraints and unique needs and guarantees that the company will provide all the necessary and customized support in this sense. The company targets middle income consumers, of all ages and both familiarized with technology as well as using the more traditional methods and its ultimate scope is that of delivering customized, complete and current travel options to all customers, be these…
Blakeman, R., (2014) Integrated marketing communications: creative strategy from ideas to implementation, 2nd edition, Rowman & Litefield
Gilligan, C., Wilson, R.M.S., (2012) Strategic marketing planning, Routledge
Kapferer, J-N, (2012), The new strategic brand management: advanced insights and strategic thinking, Kogan Page Publishers
Martinez-Lopez, F.J. (2013) Handbook of strategic e-business management, Springer Science and Business Media
Marketing -- Distribution and Marketing Planning -- Samsung Galaxy Mini S
esults from the first 3 Modules now allow analysis of their information and development of some final marketing plan elements. Samsung's global position as a technological innovator, extensive distribution channels and significant resources allow an ambitious plan of near-saturation that should capture a significant portion of the target market. The 18- to 44-year-old smartphone-owning early adopters should readily encounter our marketing efforts and a significant number of those targeted consumers are expected to purchase and benefit from the Samsung Galaxy Mini S.
Given the complete marketing analysis, the key issues that must be understood by the company in trying to sell the Samsung Galaxy Mini S are:
Organizational esources (Perner, n.d.): commonly known as the five "M's: Men (meaning labor); Money (meaning finances); Machinery (meaning equipment); Minutes (meaning time); and Materials (consisting of production factors) (Friesner, 2014).…
Apple, Inc. (2014). iPad Air. Retrieved October 14, 2014 from www.apple.com Web site: https://www.apple.com/iPad-air/
Epstein, Z. (2013, October 17). How big is Samsung? Retrieved October 14, 2014 from brg.com Web site: http://bgr.com/2013/10/17/samsung-total-employees-worldwide/
Friesner, T. (2014, May 8). Marketing Audit - Marketing Teacher. Retrieved October 14, 2014 from www.marketingteacher.com Web site: http://www.marketingteacher.com/marketing-audit/
Perner, L. (n.d.). Integrated marketing communication - Introduction to Marketing. Retrieved October 14, 2014 from www.consumerpsychologist.com Web site: http://www.consumerpsychologist.com/intro_Promotion.html
The website looked at herein is the West Virginia Website and of particular interest is the section "About WVU" that is seen to have significantly sufficient information and details about the University and the activities therein. Being that the website is comprehensive and has several sections, this "about WVU" section is managed and coordinated by the public relations manager within the university. This is reflected from the concentration on the information formatted for public consumption and the language therein is reflective of the public information. The perceived receivers of the information herein are the high school graduates who might want to join university for further studies. The section looks at attracting this group into the university and increases the number of enrollments progressively. It also seeks to have the potential students understand all the major and significant activities that are carried out within the university and how they…
Emerson University, (2014). Integrated marketing Communication. Retrieved July 16, 2014 from http://www.emerson.edu/academics/departments/marketing-communication/graduate-degrees/integrated-marketing-communication
University of Twente, (2014). Media Richness Theory. Retrieved July 16, 2014 from http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Media_Richness_Theory/
West Virginia University, (2013). About WVU. Retrieved July 16, 2014 from http://about.wvu.edu/pioneering
MAKETING STATEGY, PLANNING & Management POCESS: APPLE & HTC
Analysis of the Marketing Strategy, Planning and Management Process
Apple Inc. is a multinational company incorporated in America and headquartered in Cupertino. The firm designs, sells, and develops consumer electronics, online services, personal computers, and computer software. The company is widely known for its hardware products such as the iPod media player, iPhone Smartphone, Mac computers, and iPad tablet computer. The company offers online services such as iCloud, App Store, and iTunes Store. The consumer software of Apple includes iOS and OS X operating systems, Safari web browser, the iTunes, and the iWork and iLife productivity and creativity suites.
In contrast, HTC Corporation was previously known as High-Tech Computer Corporation based in Taiwan and manufactures tablets and Smartphones. The headquarters is in Taiwan at New Taipei City. The company started in 1997, had the initial original equipment and design manufacturer focused…
Chen, C., & Qiu, H. (2012). The Analysis of Marketing Activities in Taiwan High-tech companies. Xin zhu shi: Guo li qing hua da xue.
Clow, K.E., & Baack, D. (2004). Integrated Advertising, Promotion & Marketing Communications (2nd Ed.). Upper Saddle River, N.J.: Pearson Prentice Hall.
Estelami H. (2009). Marketing Turnarounds: A Guide to Surviving Downturns and Rediscovering Growth. New York: Dog Ear Publishing.
Fabbi M. (2011). Feeding the Marketing Plan with Innovation and Responsibility. New York: GRIN Verlag.
Apple has positioned the iPad Mini as a solid competito to the Amazon Kindle HD, which is vey compaable in fom facto and weight, in addition to the Google Nexus 7 tablet and the ove 50 diffeent Google Andoid-poweed devices now available as of late 2012 (O'Reilly, et.al.). Apple has diffeentiated the iPad Mini with an enhanced sceen, a faste pocesso than the majoity of competitos, and the unique value poposition of being a device that can be just as easily used fo ceating digital and witten content as consuming it. Apple has concentated on positioning this as a low-end vesion of the highly successful Apple iPad2, which has sold seveal million units since its launch (Allsopp, 28). The iPad2's unique value poposition is delibeately designed to povide customes with the expeience of having an iPad2 at a significantly lowe pice, with geate convenience. An infomal poll of fiends…
references of customers (Tariq, Ishrat, Khan,
As a result of huge growth, the company's management may lose focus of the scope of their business.
Miller Inc. has a highly centralized hierarchy of management and lacks the managerial backup to promote creativity amons the employees.
Single-sourcing which is the characteristic of Miller Inc. could be a recipe of disaster should the supplier fail. Contingency plans for supplies need to be considered.
The constrant production nature of the product leads to huge strains on personnel and machinery.
Product line and client base lack diversification.
While the small number of staff promotes camaraderie, unfortunately, it also impedes growth and development.
Miller Inc. is reactive rather than proactive in its marketing efforts. This is as a result of its heavy reliance on mass-media advertising for obtaining new business.
The current facilities of Miller Inc. are crowded thus there is little room for expansion of workforce or equipment.
Armstrong, G., et al. Marketing: An Introduction. Essex: Financial Times Prentice Hall, 2009. Print.
Brenkert, George G. "Ethical Challenges of Social Marketing." Journal of Public Policy & Marketing 21.1 (2002): 14-25. Print.
Clow, K.E., and D. Baack. Integrated Advertising, Promotion, and Marketing Communications. Boston, MA: Pearson Prentice Hall, 2007. Print.
Cooper, Lee G. "Strategic Marketing Planning for Radically New Products." The Journal of Marketing 64.1 (2000): 1-16. Print.
What Salesforce does is create microsites, Twitter accounts, Facebook fan pages and LinkedIn accounts for their events, so that potential attendees can learn about the events' details through the channels that best fit their needs (Bernoff, Li, 2008). Each of these online approaches Salesforce uses are also heavily supported by video and audio clips, and an entire range of digital content that can be downloaded and played anytime potential attendees choose to. All of these aspects of strategies are also measured using online analytics as well, which are critical for all event marketing and selling strategies (Schwartz, 2011).
Of the many marketing and selling strategies for events, three of the more effective ones based on research include promoting online events in real-time, marketing an event using the natural beauty or attractiveness of the venue, and marketing events with a celebrity or thought leader. All three have proven to be…
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Rob Davidson. (2011). Web 2.0 as a marketing tool for conference centres. International Journal of Event and Festival Management, 2(2), 117-138.
Hoffman, D., & Novak, T.. (2011). Marketing Communication in a Digital Era: Marketers should focus efforts on emerging social, mobile and local trends. Marketing Management, 20(3), 37.
Matthew Schwartz. (2011, April). A holistic view of analytics: Marketers are making strides to connect metrics with companies' overall goals. B to B: Interactive Marketing Guide 2011, 96(4), 16.
The direct selling strategy will be a website that will include a product configuration application. A distribution partner portal will also be created which gives distributors and dealers the ability to customize the Liberta Ultralight in quantity for their customers as well. The use of channel strategies to actively promote the use of mass customization as a product differentiator will also be accomplished through intensive dealer and channel training (Swiercz, Lydon, 388). Finally the use of an integrated Partner Relationship Management (PRM) system that will give channel partners the flexibility to provide resellers with support on a 24/7 basis will also be created. The intent is to create enough support for channel strategies so they can produce up to 60 -- 70% of overall revenue for the product line.
There are many different aspects of promotion that need to be included in the launch of the Liberta Ultralight.…
Zuhair Al-Obaidi, and Mika Gabrielsson. "Sales Channel Strategies in Export Marketing of Small and Medium Sized High Tech Companies. " Journal of Euro - Marketing 12.2 (2002): 5.
Bernoff, J., and C. Li. "Harnessing the Power of the Oh-So-Social Web. " MIT Sloan Management Review 49.3 (2008): 36.
Doern, R.. "Investigating Barriers to SME Growth and Development in Transition Environments: A Critique and Suggestions for Developing the Methodology. " International Small Business Journal 27.3 (2009):
Cooke, M., and N. Buckley. "Web 2.0, social networks and the future of market research. " International Journal of Market Research 50.2 (2008): 267.
In an online setting, owley suggests that marketers do not need to "speculate about customer needs" because they can use the Internet to download customer's buying profiles and enhance their customer service and product development strategies based on the information they receive from online reports. Further, the author suggests advertising can be more targeted because it is more easily tracked in an online setting vs. An offline setting. owley (2004) goes on to assert that the combination of online and offline services allows for more customization, and enables "mutual dependence" which in turn creates complex and diversified communities inclusive of customers and businesses. Organizations that utilize the Internet wholly, rather than partially, are more likely to become targets for innovation, research and development, which will only advance their goals in the short- and long-term (owley, 2004, p. 39).
There are theorists that study certain aspects of marketing, like advertising, but…
Bansal, Harvir S., Gordon, H.G. And McDougall, Shane S. 2004, 'Relating e-satisfaction to behavioral outcomes: An empirical study'. Journal of Services Marketing, vol. 18 no.4, pp.290-302, DOI: 10.1108/08876040410542281, Emerald Group Publishing Ltd., ISSN: 0887-6045
Foucault, Brooke E. And Scheufele, Dietram a. 2002, 'Web vs. campus store? Why students buy textbooks online'. Journal of Consumer Marketing, 19, no.5, pp.409-423. DOI: 10.1108/07363760210437632, Emerald Group Publishing Ltd., ISSN: 0736-3761
Harridge-March, Sally. 2004, 'Electronic marketing, the new kid on the block'.
Marketing Intelligence & Planning, vol. 22 no.3, pp.297-309. DOI: 10.1108/02634500410536885, Emerald Group Publishing Ltd. ISSN: 0263-4503
Mission and Business Objective
Products and Services
Keys to Success
Economic Value Added
Cash Value Added
Cash Flow eturn on Investment
This report is a detailed marketing plan for a new financial service company called Online Analyst, Inc. The company is a combination database management company that also specializes in the financial services markets. The company will offer a plethora of information, data and financial-based market services such as online real time market segment analysis, brokerage services and information 'black box' management for the data industries clients. This plan therefore serves as an evaluation and summary of the organization's marketing and business processing options. Online Analyst, Inc. will utilize this foundation document to design, implement and integrate the company's new series of business products and services into a viable consumer and sales blueprint.
On-Line Analyst, Inc. is an organization that takes advantage of existing market analysis…
Altschuler, Stuart, et al. (2002). "Pricing Analysis for Merrill Lynch Integrated Choice." Interfaces: January -- February, Vol. 32, No. 1: 5-19.
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etrieved February 20, 2005 at http://www.virgin-atlantic.com/en/us/allaboutus/ourstory/history.jsp
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Karantzavelou, V. (2004, December 9). Branson predicts global growth for Virgin Atlantic.
TravelDailyNews.com etrieved February 20, 2005 at http://www.traveldailynews.com/new.asp?newid=19899&subcategory_id=53
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everies. (2002, November). Like airplanes, like rugby. everies Magazine. etrieved February 20, 2005 at http://www.reveries.com/reverb/travel/riordan/
Start Creative Limited. (2003, July 23). Enterprise IG director defects to Start. etrieved February 21, 2005 at http://www.startcreative.co.uk/main65.htm
Student Information Pack. (2005). Virgin Atlantic Web site. etrieved February 20, 2005 at http://www.virgin-atlantic.com/en/us/allaboutus/ourstory/forstudents.jsp#marketing
The Travel Insider. (2003, April 25). The Virgin (Airways) Experience Part 2. etrieved February 20, 2005 at http://www.thetravelinsider.info/2003/0425.htm
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American Express Incentive Services. (2004). Virgin Atlantic Case Study. Retrieved February 21, 2005 at http://www.aeis.com/hrshows/Case_Studies.html#222 flyingco. (2005). What is flyingco. Virgin Atlantic Web site. Retrieved February 21, 2005 from http://www.virgin-atlantic.com/en/us/corporateandtrade/flyingco/index.jsp
Karantzavelou, V. (2004, December 9). Branson predicts global growth for Virgin Atlantic.
TravelDailyNews.com Retrieved February 20, 2005 at http://www.traveldailynews.com/new.asp?newid=19899&subcategory_id=53
Also, it has to expend a huge amount on marketing and promotional efforts which significantly decreases its profit margins. The company has also restricted itself to the coffee product only -- adding more products can also help it gain a higher market share (Kurtz, MacKenzie, & Snow, 2010).
Competitor Analysis and Differentiation Strategy
Mochalicious Coffee directly competes with the small and large scale coffee and beverages brands like Starbucks, McDonald's, Dunkin Donuts, Barista, Seattle's, Au Bon Pain, Biggby Coffee, Caribou Coffee, Blue State Coffee, etc. These top coffee brands compete with each other on the basis of quality, taste, and pricing of their products. In order to compete with these competitors, Mochalicious Coffee has to charge a competitive price as well as maintain the top quality and taste of its coffee. It also makes every effort to differentiate its products from those of its competitors so that customers always prefer…
Kotler, P., Brown, L., Burton, S., Deans, K., & Armstrong, G. (2010). Marketing, 8th Edition. U.S.: Prentice-Hall
Kurtz, D.L., MacKenzie, H.F. & Snow, K. (2010). Contemporary Marketing, 2nd Edition. Toronto: Nelson Education
Paley, N. (2006). The Manager's Guide to Competitive Marketing Strategies, 3rd Edition. London: Thorogood Corporation
Recommend how the company should take advantage of or respond to each of the marketing environment force examples (political, legal, and regulatory; technological; social; and competitive and economic forces).
To respond to the different regulatory changes, the company would have to follow the provisions that are stipulated in the new law. This would means increased legal consultants and procedures in place to ensure compliance. To respond to the changes in technology, the company can begin building a following for the discount stores on Face book and Twitter. They can also offer special discounts to those who are shopping online through their I Phones or lack erries. The social networking would help to create a core group of die hard Nordstrom consumers, similar to what Apple has, which would address various social issues.
Assume the company is planning to open stores in a new foreign market area, Mexico. Recommend an overall…
Nordstrom. (2010). Retrieved May 20, 2010 from Yahoo Finance website:
Duff, M. (2009). Nordstrom's Twilight Signals Mass Move to Recovery. Retrieved May 20, 2010 from BNet
Toyota Weekend Festival Event
State the goal, key objective(s) and sub-objectives for your launch event. Explain why you have chosen these objectives.
The primary goal of the launch event is to generate excitement through media coverage, consumer awareness, and influencer outreach in Australia about the new Toyota Hybrid Cruiser that has been designed and built specifically for Australian conditions. The key objectives and sub-objectives for the launch event include the following:
Provide an enthusiastic welcome to the visiting dignitaries and VIPs from Japan;
Ensure that entertaining and interesting activities for important corporate attendees and their families are ongoing throughout the weekend;
Ensure event staff are well-versed in and follow protocol appropriate for visitors from Japan;
Generate confidence in the event management team by creating a good show.
Provide opportunity for the Australian public to become aware of the new Toyota Hybrid Cruiser;
Create a memorable and motivational promotional event for…
Questions 1 & 2
Hottman, S. (2011, January 7). How to host a customer event. Customer Service. Inc. com. Retrieved http://www.inc.com/guides/201101/how-to-host-a-customer-event.html
Vanden Bos, Y.P. (2010, June 21). How to host a product-launch event. Branding. Inc.com. Retrieved http://www.inc.com/guides/2010/06/planning-a-product-launch-event.html
Gluck, S. (2014). New product launch strategy. Demand Media. Retrieved http://smallbusiness.chron.com/new-product-launch-strategy-3241.html
With this position, she gained a wide variety of skills in many different areas of P such as corporate reputation, product marketing and placement, crisis communications, employee communications and social marketing. She says that some people get frustrated at the beginning of a communication position because of all the administrative and coordination work.
With the changes that are rapidly occurring across the world, crisis communication is an area that is growing in importance. All organizations are vulnerable to crises, from an oil spill or 9-11, to Enron and Worldcom, the Asian Tsunami Disaster, Hurricane Katrina and Virginia Tech killings. Organizations have to be prepared for the very worst and have an emergency plan in action for handling all areas of communication.
In a "crisis document audit," they look for a failure to address the many communications issues related to crisis/disaster response. Organizations do not understand that, without adequate communications: Operational…
Berkeley Career Center (May 13, 2005). What's a Communication Manager? Retrieved http://career.berkeley.edu/article/050513a-rh.stm
Bernstein, J. Ten steps of crisis communication. March 8, 2008 http://www.bernsteincrisismanagement.com/docs/the_10_steps_of_crisis_communications.html
Encyclopedia of Careers and Vocational Guidelines. (2005) New York: Ferguson.
Fogg, N., Harrington, P.E., and Harrington, T.F. (2004) College Majors Handbook.
As market research will be relied on to define which specific regions of the country to expand into and the most profitable potential product mix given that expansion plan, IPT will find that marketing is as much about measuring results and using marketing intelligence (Lee, Trim, 2006) as it is about pricing and promotion. For IPT to be successful in the long-term it is critical that the company culture also embrace the use of marketing intelligence to make location decisions, product sourcing and product mix optimization decisions (Barlow, Siddiqui, Mannion, 2004) and also define a pro-forma Profit & Loss Statement of the proposed expansion strategies with varying product mixes included.
In conclusion marketing is a highly integrative series of practices, techniques and strategies that are meant to make the entire company customer-centric and focused on how to consistently deliver exceptional customer experiences. Marketing has also become increasingly…
Alexis KJ Barlow, Noreen Q. Siddiqui, Mike Mannion. (2004). Developments in information and communication technologies for retail marketing channels. International Journal of Retail & Distribution Management, 32(2/3), 157-163. Retrieved January 16, 2009, from ABI/INFORM Global database. (Document ID: 624218421).
Constantinides (2006). The Marketing Mix Revisited: Towards the 21st Century Marketing. Journal of Marketing Management, 22(3,4), 407-438. Retrieved January 14, 2009, from ABI/INFORM Global database. (Document ID: 1057129551).
Philip J. Kitchen, Ilchul Kim, Don E. Schultz. (2008). Integrated Marketing Communications: Practice Leads Theory. Journal of Advertising Research, 48(4), 531. Retrieved January 15, 2009, from ABI/INFORM Global database. (Document ID: 1622171651).
Yang-Im Lee, Peter R.J. Trim. (2006). Retail marketing strategy:the role of marketing intelligence, relationship marketing and trust. Marketing Intelligence & Planning, 24(7), 730-745. Retrieved January 16, 2009, from ABI/INFORM Global database. (Document ID: 1146556531).
Media, Marketing Strategy and Promotional Content
The development of a successful marketing strategy and campaign is a process that requires extensive research, comprehensive details, and well-crafted implementation procedure. The need for these factors is fueled by the fact that having a single, grand idea does not necessarily contribute to a successful marketing strategy or campaign. This implies that marketers need to understand the position of the business or company in the marketplace in order to create relevant advertisements. It also entails giving room to any necessary improvements since the growth of the business will necessitate creation of a new marketing plan. When developing a marketing strategy, it is also important to understand the role of the media and the need for effective development of promotional content.
The media plays an important role in marketing and advertising because it serves as a platform for reaching new customers and markets.…
Cain, K. (2013, October 30). 6 Key Elements of an Effective B2B Content Marketing Strategy.
Retrieved November 4, 2014, from http://contentmarketinginstitute.com/2013/10/effective-content-marketing-strategy/
Entrepreneur (2003, December 11). How to Develop and Run a Marketing Campaign. Retrieved November 4, 2014, from http://www.entrepreneur.com/article/66016
Luke, L. (n.d.). 7 Steps to Planning a Productive and Successful Promotional Campaign.
Exploring the Aspects of An
Integrated Marketing Communications Strategy
Given the proliferation of marketing, selling and service channels, the need for orchestrating all of them together for a common strategic marketing goal is critical. The coordination of advertising, direct marketing, online advertising, social networks and media, sales promotion, publicity, public relations and personal selling all need to have a common platform to execute from. The emergence of Integrated Marketing Communications (IMC) strategies is specifically for the purpose of bringing together online and offline channels to ensure the attainment of marketing and selling goals (Anantachart, 2004). The intent of this analysis is to compare the pros and cons of each of these individual elements of an IMC.
Analysis of an Integrated Marketing Communications Strategy
Of the elements within an IMC, the most visible and often the most costly is the advertising. The pros of using advertising in the context…
Anantachart, S. (2004). Integrated Marketing Communications and market planning: Their implications to brand equity building. Journal of Promotion Management, 11(1), 101-125.
Holm, O. (2006). Integrated marketing communication: From tactics to strategy. Corporate Communications, 11(1), 23-33.
Johnston, M., & Tennens, M. (2005). The challenges of implementing a marketing strategy: A practitioner's view. Journal of Medical Marketing, 5(1), 44-56.
Blogger Marketing Plan
Marketing Plan for Blogger, a Subsidiary of Google
Social media in general and bogging specifically continues to experiences exponential growth, with projections of nearly 140 million blogs being indexed by Technorati within the 2012 -- 2013 timeframe alone. The rapid growth of all blogging platforms is a strong source of growth for Blogger.com, a blogging platform acquired by Google in 2003. As all blogging platforms have a fundamental business model based on advertising revenues, Blogger is in position to be one of the most profitable given its integration to the highly profitable Google AdSense and AdWords programs (Bonson, Flores, 2011). In this section the current situation, performance, market demand, competition and market demand are assessed.
a) Current Situation
At present there are 133 million blogs indexed by Technorati, with the figure projected to increase by 7 million over the latest calendar year, with 346 million…
Google Investor Relations (2012). Investor Relations. Retrieved April 8, 2012, from Google Investor Relations and Filings with the SEC Web site:
Bernoff, J., & Li, C. (2008). Harnessing the power of the oh-so-social web. MIT Sloan Management Review, 49(3), 36-42.
Bonson, E., & Flores, F. (2011). Social media and corporate dialogue: The response of global financial institutions. Online Information Review, 35(1), 34-49.