...Topic: MASSONNIER Clement +33.6.03.90.36.76 cmassonnier@hotmail.com 2C A new motor scooter ADVERTISING & COMMUNICATIONS A NEW MOTOR SCOOTER Advertising and Communications Submitted by Clement MASSONNIER Course: 21ST/22ND of September 2012 Content 1. Define your product or service ................................................................................................ 3 What is its function? .................................................................................................................... 4 What problem or opportunity does it solve? .............................................................................. 5 What is its name / brand? ............................................................................................................ 6 2. Reaching your audience .............................................................................................................. 6 Who is your target audience? ...................................................................................................... 6 What drivers will they respond to? ............................................................................................. 7 3. Delivering the message ................................................................................................................ 8 What Integrated Marketing Communications mix will you select? ........................................... 8 What specific media will you use? ............
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...has the significant competitive advantage of operating its own plants. After a few months on the job, Cahill was able to deduct what he saw as the problem in the Mobile Division as unproductive conflicts between the functional departments, particularly around the product development processes. It is clear that manufacturing is the dominant function of the organization and with its competitive nature, seems to be pulling its weight. Due to the unclear roles of departments, isolation of departments, as well as the conflicting roles of departments, manufacturing is suffering. Conflicting Performance Metrics In many ways conflicting performance metrics of each group are contributing to the problem. Currently the performance metrics of each department are left either unclear or overlapping between groups. The conflicting performance metrics are causing opportunities to be missed, frustration between employees and departments, lower profit margins, lack of information flow through the mobile division, and the development of products that do not currently have a market need. It is necessary to create more clear and effective performance metrics in order to create an atmosphere that allows ideas for creation of new products while ensuring there is a market need...
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...when the fashion retail recognizes a problem or need that can be meet by buying a product or service. General need description: Let's assume that fashion retail outlet is catering for both consumers and business clients wants to improve its services or products so in this step characteristics of the services and prod that fashion retail outlet is needed are explicitly expressed. Product specification: After the pervious step, fashion retail outlet will express the specification of the product or services which will be of course done with the consultation of the marketing or sale team. Supplier search: In this step the fashion retail will search for the supplier of the goods needed this can be done by reviewing trade directories or by doing computer search. Proposal solicitation: Once the search is complete then the fashion retail will invite suppliers to submit their proposal, in this case presentation by the supplier might be needed. Supplier selection: In this step the fashion retail will finalize the supplier. Factors like competitive prices, honest communication, quality products and services etc are of great importance in this regard. Order routine specification: At this stage the fashion retail management will prepare an order-routine specification Performance review: After order-routine specification in this step the fashion retail will assess the performance of the supplier's products or services. This may lead organization to keep on, change, of drop the arrangement...
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...consumers about products, services or an organisation. Cheung, Lee & Rabjohn(2008: 447), Buttle (1998: 243) The use of Word-of-Mouth has been a common form of transferring information from consumer to consumer for centuries. For this reason, studies have revealed that it is a significant social force, influencing early marketing thought and practice (Kozinets et al 2010), studies also generally support the theory that Word-of-mouth is more influential on behaviour than other marketing promotional strategies (Buttle 1998). The Journal of Marketing Vol. 74: Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities, has identified three models in the development of WOM Theory – ‘The Organic Interconsumer Influence Model, The Linear Marketer Influence Model and The Network Coproduction Model’ (Kozinets et al 2010). The Organic Interconsumer Influence Model is used to describe communications between consumers about products and brand-related marketing messages without marketers’ direct influence. (Kozintes et al 2010 p 72). This model assumes that WOM occurs naturally among consumers when marketers perform their job (Bass 1969; Whyte 1954). The Linear Marketer Influence Model is an advancement of the WOM Theory which identifies the importance of Opinion leaders (predominantly influential consumers). In this model, marketers targeted and influenced these opinion leaders so they can promote their trusted products based on past experience with the product. The Network...
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...Question 1: First, Jorge’s objective for Taracare was to expand it from regional manufacturer to one that sold to major national retailers. Alfredo’s previous experience was the plant manager of a factory that manufactured replacement windows sold by large regional and national retailers, this experience of Alfredo matched with Taracare’s goal. Secondly, although Alfredo’s previous working company that manufactured replacement windows when Taracare’s product was outdoor furniture, these two kinds of product may not be similar but the process of these products are comparable at some levels. The two sides above showed that Alfredo was a qualified candidate to run a plant that makes outdoor furniture. Question 2: Taracare was having difficulty both in meeting deliveries its sales reps were promising and in satisfying the national retailers’ standards for quality, so the things what Alfredo had to do was making the recommendations in order to improve the company’s delivery performance and quality. Misunderstanding or communications between departments seems to be the biggest issue of the process. Each department (designing, manufacturing, promotion, sales…) should communicate clearly before making decisions. It means the departments should make benefit for the whole process, not to make benefit for one particular while making disadvantages for the others. By working together, the best plan for the process would be created, Taracare would manage and control its costs as well as inventory...
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...Describe Product D2Go Traders offers affordable soda as thirst quencher. The company join the mission to bring happiness to millions by offering new Coke Mismo- “Ito na ang sarap to carry” by Coca-Cola Company with its perfectly sized 300ml. The Proponents decide to focus only on Coke Mismo because the company’s main point is to sell beverage at affordable price and handy. As we all know the company is engage in trading business meaning we just don’t sell products but at the same time service through deliver. Identify your potential market The potential market of the company is that sari-sari store, bakeries, carinderia and other stores who are selling Coke Mismo that are not directly getting their supplies from Coca-Cola dealers. Identify your customers D2Go target customers are students, office workers and by passers who are mostly going out and prefer to buy drinks that are on the go. Pricing Strategy The pricing strategy that the company will use is penetration, meaning the business will sell the product at a cheaper price. Marketing Method Segmentation is the marketing method that the company will use. In this method, the company will segment first the potential customers and eliminate those are non buyers. Also, the company will use word of mouth system and networking meaning the Proponents will sell its product first to their families, relatives and friends. lll. Technical Plan Materials and Sources of Supply The company will get products from Warehouse...
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...expected to be more successful in the near future. IKEA's imminent strategic expansion into this region exemplified its ambitions to dominate this emerging market. This Case Study illustrates how IKEA's ventures into China and Japan are laden with unique marketing challenges which it had not encountered before in other international markets. Read the attached case (Case Study: "IKEA: A Long March to the Far East" - Source: Oxford University Press) and answer the following questions; 1. Based on your analysis, what are the opportunities and challenges for IKEA in their market operations in (a) China; and (b) Japan? 2. Describe the market entry strategies that IKEA adopt in China and Japan respectively. 3. What are IKEA product, pricing, marketing communication and distribution decisions in the two Asian markets? To what extent these marketing mixes have been adapted to the preferences and needs of these markets? 4. For each of these markets, discuss and justify what, in your opinion, IKEA's marketing strategy should be in the near future to gain market shares and achieve higher...
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...decide to enter into the markets. The first question is what to produce and how much of it to produce. The second is how to produce the product. Finally, for whom should the product be produced? These are fundamental questions that establish the foundation of the product market. To further narrow the down the study to individual preferences the term microeconomics is used. Microeconomics is defined as the study of individual choice, and how that choice is influenced by economic forces (Colander, 2010 pg. 15). The reason microeconomics is studied is companies can determine how individuals desire to make purchases. By studying individual’s spending habits allows businesses to determine what products the consumers are wanting. Companies do not want to produce goods that have little to no market value. The basic economic structure includes two elemental laws. The law of supply and the law of demand. Without these two elements economics would have no meaning. The law of demand states that the quantity of a good demanded is inversely related to the good’s price (Colander, 2010 pg. 84). In other words as the demand for the product rises the price falls. In opposition, as the demand for the product falls then the price rises. This theory work in favor of the consumer more so than for the manufacturer. The marketabilty of the product is directly related to consumer demand. The law of supply works in...
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...Channels How Innovative Companies Are Using Unique Strategies & Channels To Drive Margin Expansion Cautious Optimism Buoys Consumerism Meeting Consumers Where They Shop Strategy 1: Retailing in a Social World Strategy 2: Optimizing Cross-Channel Merchandising and Product Assortment Strategy 3: The New Era of POS Strategy 4: Labor Motivation and Consumer Engagement: The Heart of the Retail Store Strategy 5: Harnessing the Latest In-Store Technologies Conclusion: Merging Channels to Delight Customers and Deliver Profits 3 5 6 8 10 13 15 17 2 © 2011 Retail TouchPoints Cautious Optimism Buoys Consumerism Although consumer spending continues to have its ups and downs since the height of the recent recession, retailers can be cautiously optimistic that retail spending will not take another swift fall. In part, shoppers have what some industry experts refer to as “frugality fatigue” — they are simply tired of not spending. That said, they are not likely to return to frivolous spending. Today’s shoppers are much more conscious of where every penny is going; they are looking for deals and sales on the products they desire. With the growth of mobile technology and the ability to find information on products and pricing in real time, consumers are better educated and are not willing to settle, or make as many impulse purchases. Recent BIGresearch data shows that consumers are more focused on “needs” than “wants” and have become more practical when making purchase decisions...
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...designing children's clothing for his sister and brother-in-law, Nenita and Virgilio Lim, who owned a children's clothing boutique. The pieces proved so popular that Chan started a casual men's line of t-shirts, slacks and denim, under the label Bench, which the trio operated together. A Filipino retail giant had been born. Marketing Evolution is something the public has associated with Bench, just as it associates the company with splashy marketing campaigns. "Whenever they decide to do something, they do it big. They put all their resources there," said Gigi Tibi, marketing communications manager at Penshoppe, one of Bench's best competitors, adding that she estimates Bench's marketing budget is probably twice that of many local brands. Others within the industry agree. Each year, Bench executes several multimedia campaigns to promote the season's leading product or concepts, racking up impressive numbers. A large billboard (50' x 60') along a major route like C-5 or EDSA rents for about P200,000 – 300,000 per month. Bench has many. A 30-second...
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...facilities have a "retail" fee schedule for all the appropriate billing codes, this is not what we are referring to here. The American Heritage Dictionary defines "retail" as the sale of goods or commodities in small quantities directly to the consumer. The key word in this definition is "commodity" this denotes a product which involves little or no customization and is readily available for purchase, most likely in a variety of locations. Clearly, products such as extra-depth shoes, canes, and select compression hosiery would fall into the category of commodities. These products need little or no customization and can be found in shoe stores, home medical equipment stores, pharmacies, and even department stores. Businesses selling these types of products differentiate themselves primarily by focusing on selection, service, or location. Of course, many businesses both in and outside of healthcare have "retail" operations as their core business. The Shoe Carnival sells shoes, Dick's Sporting Goods sells sporting equipment, and both companies focus primarily on selling as much as possible. However, many companies also use retail operations as a complement to their core products/services. If I get a haircut at Susie's Salon, I might also be...
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...Magic, LLC. has eight retail locations across the United States servicing the main casino centers within the United States. Monte Carlo Magic, LLC. desires to become a larger player within the casino gaming supplies industry not only in the Unites States, but expand their reach globally. Currently, the cost for opening retail locations in casino centers around the globe is an expensive venture. The large investment costs would include retail outlet leasing, manpower costs, warehouse distribution supporting the individual retail outlets and political climate of the different countries we expect to expand into. It is our position that we can accomplish the same market penetration by providing an Online Marketing presence of our products and services. This additional marketing and sales approach accomplishes several of our strategic goals of being a larger player within the casino gaming supplies industry. Monte Carlo Magic, LLC. can establish a faster presence with an Online Marketing venture versus setting up additional multiple retail sites around the globe. The cost of...
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...Retail Advertising and Marketing Association Gen/200 Retail Advertising and Marketing Association "Consumers know precisely what's wrong with advertising. Be it TV or print or whatever, they know that advertising is never creative enough ... never as witty, inspiring, sophisticated, entertaining and downright likable as they would like it to be” (Phil Dussonberry, former BBDO advertising executive). In the world of retail things are ever changing there is a constant need for new advertising or marketing to grab the consumers attention. Without these tools a retailers profits can quickly dwindle leaving them in the dust. One great tool for retailers is the Retail Advertising and Marketing Association(RAMA). This paper will explain what RAMA is, how it can increase my professional knowledge and abilities, and how perfecting my knowledge and abilities can affect my career success. The Retail Advertising & Marketing Association (RAMA) is a trade association of retail marketing and advertising professionals, plus their counterparts on the agency, media and service-provider sides of the business. RAMA is a division of the National Retail Federation, the world’s largest retail trade association (National Retail Federation, 2011). RAMA also is the producer of the annual Racie Awards Competition, the industry’s most prestigious creative contest for retail broadcast, web and print advertising (National Retail Federation, 2011). RAMA is an innovative association that connects retailers...
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...the strategic life cycle challenges for Paramount's current products as well as for Clean Edge? Changes in Non-Disposable Razor Category: The non-disposable razor category has seen changes in the recent years. A 5% growth per year from 2007 to 2010, attributed to innovations and product introductions, has to be the biggest change that the category has seen. Advertising expenditures increased dramatically for several non-disposable razor companies over the last couple of years because of the need to promote new benefits from advances in razor technologies. Changes in retail channel distribution have also been noted in the category. Male-grooming products seemed to be a bright spot in the industry from 2007 to 2010 and the segment saw more growth because shaving became more than just shaving – it started to include body spray, shower gel, etc. Channel distribution for the razor category has become increasingly important, with the recent re-introduction of Old Spice; there has been quite the demand for male-grooming products. Competitive Position: Paramount has established itself as a global consumer products giant with over $13 billion in worldwide sales and $7 billion in gross profits for 2009 since its entry into the market in 1962. Paramount established itself as unit-volume leader in 2009 based on non-disposable razor sales. The non-disposable razor category market is entering a new phase with technology products and new competitors entering the market, posing a threat to...
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... How Our Marketing Research Lead To A Position So Compelling That Consumers Chose Our Client’s Product Over A Larger, Wealthier Competitor CASE STUDY #64 “We are not as broadly distributed as our competition. What can we say - other than „free‟ that will convince consumers to inconvenience themselves and leave (or “walk”) from a retailer that doesn‟t carry our products to a retailer that does?” POINT OF VIEW We never lost sight of the mission: GET THE CUSTOMERS TO PREFER US, EVEN THOUGH WE AREN’T AS WELL DISTRIBUTED OR WEALTHY. The actionable marketing research we conducted enabled us to leap over our competitor’s entrenched, better-distributed brand, craft a message that resonated with the audience, and build preference for our client’s product. Win / Win for everybody except the competition. Situation The client had a great product, but was being outspent by the competition, which also had broader distribution. Our challenge was to craft a concept for the product so unique and compelling, it would encourage consumers to “walk” from a store they typically shop at that carries only the competitor’s product and go to a store that carries the client’s product. Approach Quantitative, qualitative and ethnographic research enabled us to uncover aspects of the client’s product that made it stand out over the competition’s. Then we developed a unique marketing research measurement that tracked awareness, interest, and the actual shopping trip. Result ...
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