...OMM615 Strategic Marketing, Advertising & Public Relations Ashford University Instructor: Debra McKoskey-Reisert 8 April 2014 to 19 May 2014 Week 2 Assignment: Integrated Marketing Communications Word Count: 1,296 20 April 2014 Assignment Brief (Due by 11:59pm MT, Day 7, Monday) IMC Tactics Select a Fortune 500 company and research their IMC. In a three- to four- page paper (not including the title and reference pages), analyze at least three- to- four IMC tactics (Chapter 3) and discuss whether or not the tactics are effective, and why. Your paper should be formatted according to APA style as outlined in the Ashford Writing Center, and it must include citations and references for the text and at least two scholarly sources from the Ashford University Library. Introduction Successful companies carefully plan their marketing communications. Apple is widely regarded as one of the most effective marketers. The company enjoys a positive corporate image and strong brand names (including its Mac, iPod, iPad, iPhone and iTunes). Apple devotes a lot of resources to develop this corporate and brand equity. It carefully considers each tactic within the marketing communications mix to assess the potential contribution each tactic can make towards achieving the marketing goals of the company. This paper analyzes the integrated marketing communications (IMC) tactics used most intensively by Apple and highlights why they have been so effective. ...
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...Analysis of Marketing for Pietila’s Brewery through Three Criteria: Beer Events, Television, and Social Media Prepared by Michelle Brown Director of Marketing Submitted to Board of Directors for Pietila’s Brewery Date: August 24, 2015 TABLE OF CONTENTS INTRODUCTION 1 BODY 3 Solution 1: Television 3 Solution 2: Beer Events 4 Solution 3: Social Media 4 RECOMMENDATION 5 Advantages and Disadvantages 6 Plan for Implementation 6 CONCLUSION 7 REFERENCES 8 INTRODUCTION The topic being analyzed is which method, out of three chosen criteria, would be the most effective to utilize in order to receive the maximum ROI and market penetration. The reason this is being researched is because the anticipated opening of Pietila’s Brewery is set for February 1st, 2016. Given that it is a new brewery in a semi-flooded market, it is imperative that the best marketing solution is chosen. The scope of this report is limited to television advertising, beer event advertising, and social media advertising. While there certainly other methods that could be considered, the current trend in the market place dictates a focus on these three criteria. To establish the effectiveness of the marketing, each criteria will be evaluated based upon cost, interaction with target audience, and the reach of the message. The criterion that overall...
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...Name: Park Joseph IC: G0632404K Diploma : International business SIM ID : 10143873 Date of Birth : 20th Feb 1995 Module : MKT 101 Monster Energy company has brought a new product to the market, called “Monster Dragonfruit-Pomegranate”, specially designed for the teens and young adults who are especially vulnerable to insufficient energy and persistent exhaustion as well as for those extreme sports enthusiasts, hip-hop group and gamers. In the following paragraphs, we will look into how Monster Energy is planning to integrate and coordinate its promotional mix tools for maximum overall impact to win its market share. The Integrated Marketing Communication (IMC) campaign for Monster Dragonfruit-Pomegranate is “Drink and Go” The overall message of the campaign is that there are so many things around us that are amazing and inspiring which can make us feel our life offers limitless opportunities and willingness to give an attempt to achieve dreams. However all these are ignored due to tiredness we feel which are caused because of our super-charged lifestyle. Hence the campaign message is telling us to feel excited, interested and energized once again by drinking Monster Dragonfruit-Pomegranate, which will give the consumer the energy he needs to continuously work on his ambition. Monster Energy Company is going to integrate and coordinate its promotional mix tools of advertising, public relations...
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...Red Bull used them to their advantage. It attracted attention and increased customer’s interest. Compared to other products such as Coca Cola and Pepsi, Red Bull never focused its advertising on TV commercials. Instead, the goal was to create an experience around the product. Red Bull founder, Dietrich Mateschitz, wanted the brand to hit young people right in the face in a way that they experienced Red Bull to the fullest. They sponsor and promote sporting events and athletes, and even musical events. They also create original programming on their YouTube channel and even have their own music and entertainment production company. Promoting Red Bull through these unique methods helped Red Bull catch the eyes of consumers and established deep customer relationships over the years. This same approach is the core of Red Bull promotion and is still evident in 2015. Red Bull’s promotional mix incorporates all the elements described in the chapter: Advertising, Sales Promotion, Personal Selling, Public Relations and Direct Marketing all to a varying degree. They do a great job of advertising its brand by having its sponsored...
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...Coca-Cola Business Plan Student Name Class College December 2, 2014 “Because so many organizational processes and outcomes depend on making good decisions, including business strategy, product design, and customer interactions, understanding how to make the best decisions will make you a more effective professional and manager” (Phillips & Gully, 2014, p. 290). Coca-Cola has created a name for itself in the soft drink industry that cannot be utterly disposed of. Coca-Cola has created a highly demanded and successful product, yet with the changing times, has in addition made a name for itself in providing a product not entirely respectable of the health and well-being of its customers. Thus, Coca-Cola joins the ranks of many firms knowingly providing a product that offers inherent health risks to its consumers and threatens to operate on border-line ethical practices. Coca-Cola cannot reverse the operations that have already taken place, however we can improve upon their name and future products. There is potential to implement a corrective strategy because the organization is one of past, present and perceivable future. Coca-Cola is a brand that has been around since 1886 and has always been able to provide a product that consumers want. Although the brand has focused on optimistic marketing strategies through great slogans and creating consumer attention, there needs to be a focus on wellness. The reality is that we are in an ever-changing world and it currently...
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...coordinate an event to market the service that the Hilton at Tempe Town Lake can provide to university students in the local Tempe, AZ area. The marketing for this event will specifically target students that are either currently attending Arizona State University or have previously attended Arizona State University. Throughout this paper, I will discuss how I will advertise my event, where I will advertise my event, who is the target market for my event and how much I am willing to spend on advertising for my event. After reading through this course project, it will clear how best to coordinate and hold an event and see the potential for promotion and advertising using this plan. I anticipate the overall positive attributes for both my event and the overall financial potential of The Hilton at Tempe Town Lake to greatly benefit both parties and to continue to be a profitable excursion for many years to come. The Hilton at Tempe Town Lake Invites You! For my course project, I have chosen to hold my event at a Hilton Hotel. “The most recognized name in the industry, Hilton Hotels & Resorts stands as the stylish, forward thinking global leader of hospitality. With over 92 years of experience, Hilton continues to be synonymous with hotel because of our innovative approach to products, amenities and service. We help make traveling easier with our smart design, innovative restaurant concepts, authentic hospitality and commitment to the global community” (Hilton 2014). In choosing...
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...Nightclub Scene and Operation Contemporary Management Forward Marketing a nightclub is all about image and reputation. While your revenue is generated from selling drinks, bottle service, cover charges, and possibly venue rentals, you are also in the business of selling a fun and unique experience to your customers to increase loyalty and overall image and reputation. The most powerful marketing message will come from these customer experiences dictated by the ambiance of your club, the music you play, the entertainment you have, and the different social groups that will attend. Marketing strategies begin by targeting a niche audience. Nightclub advertising is a necessity and it goes hand in hand with a promotional event. Examples are: Ladies Night Wednesdays, Gay Tuesdays or Student Mondays: set up an event calendar for each night open and have different branded events in mind. By having an advertising staff in place, marketing a targeting niche audience, knowing about these events; a nightclub promotional will only be as successful as your marketing strategy will allow it to be. Competition Promotional Strategies Motowne on Main Street in Mauldin, SC is the only late night nightclub in the area. This club has directed its attention to a mature adult crowd, of which I am focused on as well. They have advertised on the local radio station and have a web site. Motowne on Main Street has celebrated its third year in business and are doing a steady flow of business...
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...not selling. The company just needs to decide how they will sell their product. Different Promotional Strategies The Pet Buddy Company has decided to go through a few different promotional selling strategies in order to get their feet off the ground. They will use minimal advertising at first because they will need the funds in order to advertise as advertising can be fairly expensive. This is why it is important to find the right person to get cheaper advertising through newspapers and flyers, but get the “bang for their buck” they are looking for as well. They will use also use digital marketing and the same applies to digital marketing as does it to advertising. The real selling happens in the other strategies including; sales promotions, direct marketing, event marketing, and outdoor marketing. Salespeople The main difference with these other marketing strategies is that the company will need to use a representative to try and sell themselves, the company, and the product. It is important to note that the representative is representing the company, and whatever people think of that person will be associated with the PetBuddy...
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... Jennifer Harrison Southern New Hampshire University Prince Tennis has continually revolutionized tennis with its introduction of new products. Prince uses global marketing to reach its international customer base and the company uses a social media marketing scheme to reach its younger consumers. A partnership with some of the game’s most prominent players is helping Prince Global Sports strengthen its reputation in the tennis market. Prince is using a global marking plan that utilizes social media, player sponsorships, grass root programs, point of purchase programs and print and television ads. Prince should develop a website that reflects the sport of tennis; by using interactive games on their site they could grab the attention of their customers better. The company already employs a good social marketing scheme, but Facebook, Twitter and You Tube could be better used by Prince. The Prince brand could do a better job of reaching out to its customers with more of its own retail stores and possible their own tennis facilities. Prince needs to continue to partner with some of the game’s most prominent players, this will help Prince Global Sports strengthen its reputation and let the global tennis community know that Prince is back in the game. Prince already uses social marketing to reach its younger consumers. The company also uses professional athletes to influence the market. Junior players especially want to use products that they see on television...
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...Fresh Fruit Soda is a new and emerging brand in the market whose target audience is the drinkers who are fond of frizzy drinks. This paper will help and identify different marketing strategies and opportunities for the brand to increase its sale and which would be helpful for the Fresh Fruit Soda to penetrate in the market by taking an active part in advertising or by using the tools of sponsorship. It explains whether this company should invest in sponsorship or use any of the marketing tools. The report a critical analysis and overview will be presented to the Marketing Director and to recommend the measures and steps that would help the company to stay in business. 2.0 Overview of Sponsorship Sponsorship is a part of an integrated strategy (Burningham, 2014) acts as a valuable and important tool as it targets those consumers who avoid advertising and are not in favor of it. Some brands use this sponsorship as a marketing tool to fully exploit the passion of its audience by sponsoring some program or participating and sponsoring some football league or campaign (Wareman, 2008). Sponsorship like advertising use advocates the persuasive role but claim to create awareness and improvement in the perceptions of the audience by linking that sponsorship with some league, organization or event which is highly valued by the audience (Hoek, 1999). Advertising or sponsoring programs on the television which creates a halo effect by affecting and...
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...| Fall 2014 | MIS 535 | small business consultation on the implementation of a Contact resource management (CRM) system | | Table of Contents I. Abstract II. Brief Company background III. Discussion of business problem IV. High level solution V. Benefits of solving the problem VI. Business/technical approach VII. Business process changes VIII. Conclusions and overall recommendations IX. High-level implementation plan X. Summary of project References I. Abstract This proposal will detail how the purchase and implementation of CRM system not only eliminates the current challenges Aces Wild Casino Parties’(AWCP) faces in data mining, data sharing, and effective email follow-up/marketing, but also that once a CRM is purchased and fully implemented some of the benefits that can be expected are: * AWCP customer data becomes centrally managed, eliminating duplicates and providing more security for sensitive information. In addition, sales overlap can be eliminated. * AWCP marketing teams have access to better quality customer information and can effectively reach out with more targeted campaigns. * Sales pipeline reports become more accurate and can be used for forecasting cash flow predictions. * AWCP management decision-making processes are streamlined due to the wealth of customer and sales information provided by a properly maintained CRM system * AWCP customer retention is improved due to a variety...
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...Marketing Business Plan Marketing Management 9-2-13 Truly Fit will be a community fitness center intended to help residents of Wellsville, New York and the surrounding communities to practice strength and conditioning programs to improve their health and better their lifestyles. It is intended for people of all shapes and sizes, from the highly specialized body builder to the elderly trying to maintain use of crucial muscles that may weaken with age. This fitness center is, by design, broad, general and inclusive. We will not specialize in one particular wellness routine or program, we will generalize in order to welcome all people. Athletic improvement in sports, achieving personal goals, and weight loss are just a few of the goals that may be achieved through a membership at Truly Fit. Truly Fit will be the only fitness facility in the area that is truly dedicated to engaging in the health and fitness needs of our community. This will be done through providing the highest quality equipment, constantly keeping our staff up to date on certifications, providing the highest quality equipment, constantly keeping convenient hours and a fun, social and friendly atmosphere. This is a new service to the area; therefore, it is in the introductory stage of the product life-cycle. Since the service is very new, an integrated market plan will help promote growth in members at the facility. Through marketing, sales of memberships will begin the growth portion of the...
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...E- Business QRT Task 1 Craig Foreman April 18, 2014 Western Governors University A1. Viability of Product or Service A local business named K9 College is well known in the community for providing expert dog training. Customers can choose to participate in training that ranges from basic obedience to complicated areas such as training assistance animals for the handicapped. The most popular training option available to customers is agility training, a sport in which dogs are trained to compete on an obstacle course and points are awarded for time and accuracy. K9 College has always provided a limited product line. Dog toys, leashes, and grooming supplies are available for purchase in the training facility, but with the increasing popularity of agility training dog owners are asking to purchase the obstacles for practice at home in preparation for agility events. K9 College has started to stock a small inventory of obstacles that can be purchased at the training facility. Dog agility events are increasing in popularity nationwide and K9 College participates in events held in many different venues across the country. Because of their training background, K9 College is invited to present workshops during events to help beginners learn the basics of the sport and give experienced participants an opportunity to hone their skills. With this increasing exposure, K9 College is seeing a steady increase in the amount of traffic visiting their website and Facebook...
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...billboards on the highways and freeways across the nation coupled with having automated messages at drive through explaining the new McCafe lines in hopes to intrigue the customers into buying them. Also advertisements on bus stops, the bus itself as well as subways would assist greatly in terms of getting the new product name out there. With regard to digital marketing, there are also plenty clever ways to get the McCafe seen to the public so that they may be interested to try it next time the visit a McDonald’s location. For, example the target audience must be identified first so being able to identify the places they may visit most would be a great place to launch ads for the new products; it’s all about basically understanding consumer behavior, both purchasing and where they like to visit on the internet can prove a tremendous benefit. Other forms that could assist in the launching of the McCafe, could be emails coupled with television and newspaper; outlets and promotion letter that can come in the mail; not to mention various forms of outdoor advertising, which would be the direct marketing approach (Periwel, 2014).. The sale promotion portion in regards to the McCafe could have multiple outlets such as coupons, offering free coffee from certain time periods to also holding promotions, such as buy one get one free during the...
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...Consider It Done Catering Marketing Analysis DaLayn G. Bing Devry University Table of Contents Table of Contents 2 Abstract 3 Executive Summary 4 Company Description 5 Strategic Focus 6 Mission and Vision Statement 6 Goals 7 Core Competency and Sustainable Competitive Advantage 7 Situation Analysis 8 SWOT 8 Industry Analysis Competitor Analysis 9 Company Analysis 10 Customer Analysis 10 Market Product Focus 11 Market and Product Objectives 11 Target Market 11 Points of Difference 12 Positioning 12 Marketing Program 13 Marketing Strategy 13 Pricing Strategy 13 Breakeven Analysis 13 Promotion Strategy 15 Place (Distribution) Strategy 16 Financial Data and Projections 17 Past Sales Revenue 17 Five Year Projections 17 Organizational Structure 17 Implementation 18 Evaluation and Control 19 References 21 Abstract The goal and objective for Consider It Done Catering is to expand the business and introduce a more complete catering service to the Utah county area. This expanded business is an opportunity to bring meal carts to the business area, fine dining events for wedding and reunion parties. It would also include wedding and hors d’oeuvre refreshments, and smaller functions...
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