...1. Situational Analysis 1.1 Internal factors Ninetology main smartphone series is U9 Series. 5 smartphone models included in U9 Series which is target on two different target markets available in Malaysia market. Smartphone models such as U9 X1, Z1 and Z1+ is target on high-end smartphone market while U9 R1 and P1 is target on middle-range smartphone market. In this report, strength and weakness of Ninetology in term of packaging, price, design, etc will be analysed. Strength Packaging design of Ninetology smartphones is in a huge cigarette boxes-like form, which is different with small and simple packaging design of main smartphone manufacture such as Apple and Samsung. Main colour use in packaging design of Ninetology is in white and red, this will create a young and energetic image towards consumer’s mind. Moreover, smartphone of Ninetology is come together with SKROSS@ World USB Charger, power bank, screen protector and bumper case besides basic accessories as what other smartphone manufacture provided. This will bring convenient for customer of Ninetology when they travel around the world. Also, customer do not have to worry there’s no suitable screen protector and case for their smartphone as Ninetology already provided them. Design of Ninetology smartphone is in sporty, slim and young ways. Middle-range smartphone of Ninetology is made by using polycarbonates while high-end smartphone is made by using aluminum and high-sensitive Gorilla Glass...
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...A business must develop a plan to assure that the products or services being offered are relayed effectively, both cost and targeted, to those that will be the most likely to use those products or services. It is also crucial that the promotion portion of the marketing plan provides a return on the money spent promoting the product. With the Human Resource Outsourcing organization that has been developed, our geographic location will play a strategic role in in the type and scope of our promotional plan. Being a startup we will initially have a smaller advertising budget for two reasons, one being that we do not want to expand or grow services too rapidly and secondly to make sure we are able to spend time evaluating the various promotional methods to determine where we are receiving the most value for our buck. The first thing I wish to state is that we will initially stay away from both television and radio advertising as these methods will not allow for targeting our specific market, small businesses, as well as we wish to provide. These methods will also limit our ability to provide detailed advantages of our services to small businesses and the cost for radio and television is initially not cost effective for the message we wish to convey. We will approach this promotional plan in a few different ways, we will use a sales or drop in approach where we identify prospective clients from available business data available and have our sales force solicit a consultation...
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...& Sony Purpose of the Promotion Mix The purpose and objectives of the promotion mix. Apple and Sony’s purpose of using the promotion mix is to blend different methods and tools of communication you use in presenting your company, products or services to target customers. Effective promotion is a key component of the marketing mix, as it is the element that helps you attract customers, persuade them to buy, and generate loyalty. Objectives of the Promotion Mix The types of methods and tactics you use in your promotion mix normally correlate with your communication objectives. New companies typically use promotion to create awareness about their company or products. Once a company or product is established, much of promotion centers on promoting strong benefits and value to target customers. Motivating buyer intent and maintaining connections with loyal customers are ongoing activities for accomplished brands. Promotional Mix Apple and Sony do not really use sales promotions; this is due to most of their sales coming from phone networks. Therefore, the phone networks that the company’s supply to, such as Vodafone and EE, these are the company’s that will been seen to use sales promotions, mainly at a release of a product or at a products decline. Apple use the promotional mix strongly. They use and try to manage each of its elements which are; advertising, personal selling, public relations, direct marketing and sales promotion. Apple release and have released...
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...Oreo: Crafting a Truly Global Brand 1. Discuss the various factors which have caused Oreo to customize its marketing mix across country or culture. Have its globalization efforts been successful in meeting local needs? Could it do more? Explain. Oreo is the most popular cookie in the world. Being sold in over 100 different countries, Oreo has managed to adjust the product, packaging, and promotion to match consumer tastes and expectations in each country. For example, in China, Oreo adjusted to the consumer preference by making a lightly sweetened version of Oreo which comes with 27% less sugar. Where as in Venezuela, Oreo introduced a milk chocolate version. Packaging is another key factor where Oreo has adjusted to based on the countries market. For instance, the US sells Oreos in the 18 oz form due to the fact that consumers are shopping at large format stores on a weekly basis and have larger pantry sizes at home. In other countries however, the size adjustment is much smaller, being sold in kiosks and in smaller packs. When it comes to promotions, countries like China like to advertise on tv because they link that to a higher quality product. Where as in Venezuela advertisement is seen more outdoors on buildings or big billboards since most people are always on the go. Oreo could always have room for improvements. By adjusting to the preference of the consumers throughout the world they will continue to succeed. 2. What is the core Oreo “brand image” globally? What sorts...
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...question, ‘When should we advertise the product?’ The answer depends on many factors such as the marketing objective, product sales trend, competition, budget, etc. as we will see in the article. Types of scheduling patterns: There are three types of scheduling patterns broadly: Continuity – Advertise throughout the year and evenly throughout the year. Flighting – Advertise only during some months of the year Pulsing – It is a mix of both continuity and flighting, where you have a base amount of activity and you increase the media activity during some periods. With significant amount of money being spent on media activities and increasing quarterly pressures, it becomes very important to get the best out of every rupee. It is important to understand how to schedule the advertisements for a brand or product. Some of the key factors that influence the scheduling pattern for a brand are as below. Marketing Objective The scheduling of an advertisement for a brand is most heavily influenced by what exactly is the marketing objective. For example, a brand launch (on its first year), the objective is to increase the awareness than to increase sales. So, the advertisement scheduling will be tuned towards increasing reach. For example, a typical target could be to reach 75% of the max TG through the vehicle. Similarly, if the objective is to increase sales through some consumer promotions, then the scheduling has to be planned in synch with the promotion time. TG Viewership The...
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...Strengths High Gross Profit Quality Product Channels of Distribution and Vertical Integration Promotion Employee Training and Benefits S/O Strategies Aim more promotion towards older generations (like the baby boomers) Use the good channels of distribution and inventory control to help expand more globally S/T Strategies Use promotion to advertise more than local coffee shops Use control in manufacturing and distribution to incorporate more products targeted to diverse races Weaknesses Increase in Debt Inconsistent Finances High Price Increased Hours for Employees • • • • • • • • • • • • W/O Strategies Use the current low prime rate to pay off debt • Expand more globally where coffee is demanded in order to level out finances • W/T Strategies Lower prices or offer more deals to maintain market share during a time of high unemployment and the recessed economy • Cut back on the time that employees work in order to avoid lawsuits based off of labor laws • • • • • • Threat Labor Laws High Unemployment Local Business Diversity of Races Recessed Economy • • There are many strategies that Starbucks could implement in order to improve. The first sets of strategies are called S/O strategies. These strategies use strengths to take advantage of opportunities. Starbucks could aim more promotion towards baby boomers. The U.S. population is aging. The baby boomers are the first generation of people to retire and not die...
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...mix? * purpose and objectives of promotion mix * need to support desired corporate image Now that the customers of Marks &Spencer have become more knowledgeable and trend conscious, they are likely to choose the products after exploring all the alternatives. This means that the retailers of garment products will have to spend a lot of time on their marketing efforts so they approach people most importantly the right people. Marks & Spencer’s now allocate a big portion of their marketing into promotional strategies. This was necessary step to take to make sure the image of the brand is still live. Adopted from: http://professional-paper-writing-service.blogspot.co.uk/2013/05/marks-and-spencers-current-4-ps-of.html The promotion Marks & Spencer products is carried out via all the market mediums; Advertising They advertise their products on television, normally it’s very catchy and interesting to watch. The advertise their products on internet and social media. They make sure that their ads on newspaper are on the noticeble page and appropriate words are used to get reader’s attention. They have fashion magazines of their lastest trends and style. Marks and Spencers advertise via broachers for example hoovers.com 2011. * Advertising is used to inform customers about the brand * Business pays for advertising * How do customers interact /respond to the product? * What way do businesses advertise? * Wide coverage Control of message...
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...including newspapers, magazines, radio, television and as well as internet advertisement. Newspaper is one of the most prevalent method to advertise product. And it is also usually the inexpensive way to advertise. Newspaper provides great advantage of market share in many countries. Furthermore, newspaper may need the target audiences to have certain time to read the newspaper in order to receive the message of the advertisement. Magazine is a similar advertising method with newspaper. Magazine could also show advertisement with colorful photography graphics. Newspaper and magazine are tiny and portable, can be taken to anywhere. Thirdly, radio advertising method could be affordable, wide reaching and give the selectivity to the target audience. However, the lower attentiveness and the insufficient of visual appeal in nowadays would be the concerns. Television advertising method would be the more expensive way to promote than other methods of advertising. but it also has the power to connect with the audience. Television advertisements are generally broadcast in the middle of the program of television channel. Internet advertising is the method of using the internet to deliver promotion message to audience. It contains email advertisement, search engine advertisement, social media advertisement and also web banner advertisement. Sales promotion: Coca cola company has spent a lot of money on advertising their brand name. Nowadays the brand of Coca cola is famous in the world....
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...Explain the role of promotion for Tesco The role of promotion for any business is important because they need make their product/services aware to everyone. Tesco’s methods using in achieving these affects may vary, depending on their goals, markets and industries. Tesco’s promotions include advertising, sales promotions, sponsorships and other strategies. Tesco’s need to make sure that when promoting products/services they target the correct consumers those who are more likely to buy their product. Increase brand awareness Above the line promotions like television, radio and newspapers help business increase brand awareness. This is because these types of promotions target many people, for example in the UK 84% of the population read the national newspapers. If a brand is seen by people on a regular basis then it will stick in their minds and consumers will know more about the product. When Tesco are selling a new product/service then they will be reaching out to a new market they have to explain to customers what they are offering. Brand awareness can be measured by market, regionally or nationally. It takes a lot of time for businesses to build their brand awareness levels that match established competitors. During special occasions like Christmas and Easter their advertising increases as people tend to buy more during these festive periods so they more they advertise their products the more they will sell. This will increase brand awareness because if they are advertising...
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...Principles of Marketing Week of 11/15/15 to 11/21/15 Chapter 17 – Advertising, Public Relations, and Sales Promotion Key Terms Advertising response function: a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns. Product advertising: a form of advertising that touts the benefits of a specific good or service. Comparative advertising: a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes. Advertising objective: a specific communication task that a campaign should accomplish for a specified target audience during a specified period. Unique selling proposition: a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign. Cooperative advertising: an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand. Advergaming: placing advertising messages in Web-based, mobile, console, or handheld video games to advertise or promote a product, service, organization, or issue. Cost per contact (cost per thousand or CPM): the cost of reaching one member of the target market. Cost per click: the cost associated with a consumer clicking on a display or banner ad. Continuous media schedule: a media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the later...
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...p’s a. Product b. Price c. Place d. Promotion e. Introduce a company the author is familiar with – Coors, an adult beverage company 2. Product a. Definition – a particular product or service that a company offers b. Miller Coors – Coors Light, Killians, Keystone, Blue Moon i. Miller Coors is marketed as an adult decision and easy to use product for everyone over the age of 21. 1. “Fun” commercials 2. People enjoy being around others that drink Coors beer 3. Price a. Definition – the price that a particular product or service costs b. Coors – Brands attack different segments i. Coors offers “Budget Beer” for Americans that make below a certain amount of money and can’t afford more expensive beer ( college students). ii. Coors offers seasonal beers also Winterfest and Killians has become a seasonal sensation iii. Coors offers beer for all different types of fun occasions. 4. Place a. Definition – Where the products are marketed or Distribution Channel. b. Coors– Brands i. A Physical product can be purchased from most stores during certain hours depending on laws within each state.. Target, Safeway, WalMart, Costco, Walgreens and Liquor stores have carried the product in the past. The product is also available for purchase at many Bars / restaurants. 5. Promotion a. Definition – How to market the product. i.e. Advertising, Direct Marketing, Sales Promotion, Public Relations and Publicity. b. Coors– Coors advertises it product year around. You will see heavy...
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...Nora Hristova Management Across Aborders Cesar Duch 23 July 2015 Creu Coberta Creu Coberta retailers association is a very unique company that allows for even smaller businesses to compete on a larger scale. The company specializes in the advertisement and promotion of the stores and shops located on its street or in the near proximity. In 1968 when the association was established its main purpose was not to advertise and promote, but rather obtain advice to prompt lighting at Christmas time. It later was transferred into a more developed company that now focuses on group advertising, developing group campaigns, and event management. For example, they held a Roman exhibition in the streets for everyone to enjoy. They also had a catwalk for the citizens of Barcelona. The Creu Coberta association is very successful because they have something for everyone. They advertise many different types of shops and stores that can appeal to anyone’s needs. Creu Coberta even advertises to the blind. They have their products printed and listed in different languages to make them more user friendly. There are 400 shops and more than 80 percent of those have joined the Creu Coberta association. Owning a shop and being part of a group that pretty much takes care of your advertising is very beneficial because it saves you a lot of money. For about thirty-three euros per month you can join the association and any type of shop is welcome to join. The government subsidizes...
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...organisation to create a chart and determine exactly which products are popular amongst customers, and therefore this will give the organisation a brief idea of which products they should advertise. Obviously that by creating a chart and determining which products are popular amongst customers, Tesco will also be able to look at the price range and which promotions customers prefer. The business will be able to tell the prices that their customers prefer as well as how much they are willing to pay for a specific product and therefore avoiding selling products that only a few people buy. By doing so, the organisation will be doing a positive thing that will allow them to increase their profit as well as it will allow them to know what kind of promotions and products people prefer in different regions throughout the country. This is because, Tesco will be doing Sales Figures all over the county, allowing them to know what kind of products they should advertise in different regions of the United Kingdom allowing them to save money at the same time. Therefore, after reuniting all the Sales Figures charts from all the shops all over the country, Tesco should be able to determine what products and services are popular amongst people in different areas throughout the country as well as which prices and promotions are preferred amongst customers in different areas of the country, therefore this allows Tesco to organise their marketing campaigns according to these...
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...can improve their products. | Inviting support for activitiesInforming Future Developments | Customer ServiceSales | Written | ReportNewspapers adverts | A Report is used to communicate to the CEO about the changes in the market such as what the economy is doing.Newspapers adverts are used to inform a mass number of employees about sales promotions which will encourage an increase in sales and profit. | Updating KnowledgeCommunicating Sales Promotions | FinancialMarketing | On-Screen | GraphsTelevisionAdverts | Graphs can be used in presentations for meetings to show how they can improve their products.Adverts are used to inform the customers about upcoming products which will start being sold soon. | SWOT analysisCommunicating Sales Promotions | SalesMarketing | Multimedia | | | | | Web-based | WebsitesSocial Media | Apple uses their website to communicate with people all over the world. Web based communication can allow Apple to tell people what they want about the business. Social Media is used to advertise products by posting information or spreading information about products through word of mouth. This helps to advertise to a mass amount of people. | Updating Knowledge Offering Competitive Insight | AdministrationResearch...
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...Running Head: PROMOTIONAL & ADVERTISING STRATEGIES: NIKE vs. UNDER ARMOUR Promotional & Advertising Strategies: Nike vs. Under Armour Contemporary Business March 8, 2015 Promotional strategy can determine a company’s success. Promotion, according to Kurtz, is the function of informing, persuading, and influencing a purchase decision (2013). Throughout this paper, I will compare and contrast promotional strategies between two major sporting apparel companies: Nike and Under Armour. I will also show how pricing decisions of each company has resulted in competitive gain or loss. I chose to write about Nike and Under Armour because they are two major sport apparel companies competing to win consumers over. Even though Nike is the “big dog”, and Under Armour is the “underdog”, both companies have phenomenal marketing strategies. Marketing managers for both companies promote through television, radio, internet, direct mailings, and newspaper and magazine ads. This is called integrated marketing communications or IMC (Kurtz, 2013). Nike has come up with a new product and marketing strategy aimed at finding ways to capture the woman’s sport apparel market after years of failed attempts (Warner, 2005). After interviewing different women, Nike found that most women want a sports outfit that has cross-functional uses. One consumer stated that she wants a nice outfit that’s suitable for hanging out with friends, wearing it to work, or simply to...
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