February 15, 2013
Unit 1 Individual Project
Dr. Tamara Tavassoli
There are many forces that affect the marketing process. Based on each force, they all contribute to the marketing process individually that makes the process successful. Three forces that are pretty dominant in the marketing process are advertisement, sales promotion, and direct marketing. Each of these forces contributes to the marketing process and strategy in a way that they all have their own successful tactics. Especially with advertising Snickers chocolate bars, these forces are what makes Snickers such a successful candy bar.
In the marketing process, there are forces that contribute to making a product successful. The first force that is the most dominant in the process is advertising. Advertising is the use of paid media by a seller to communicate persuasive information about its products, services, or organization (Editorial Board, 2011). Advertising is the main promotional strategy that sells a product. Advertising consists of signs and billboards, magazine and newspaper articles, pop-ups on web sites, word-of-mouth, and most of all, television commercials. Studies have shown that television remains the best means of reaching a wide audience quickly (Romaniuk, 2012). In able to be successful, each product has a certain criteria that must be met. Take, for instance, the most popular chocolate candy bar, Snickers. The main advertising that promotes Snickers is television advertisements, or commercials and Snickers’ criteria are that it must satisfy your hunger. Therefore, the television advertisement must delay the message that it satisfies your hunger.
Although every Snickers commercial is different, they all have the same message that they have to get across to their consumers; Snickers satisfies your hunger. One of the most favorite Snickers commercials is the one when there was a group of friends riding in a car and one of the friends in the back seat was super hungry. He then started complaining about how hot it was, but instead of the commercial showing the guy, it showed a popular “Diva”; Liza Minnelli. Then, after one of the other friends gave him a Snickers bar to satisfy his hunger pain, he was then back himself. The reason the guy was replaced with Liza Minnelli during the commercial was to delay the message, “You’re not yourself when you’re hungry”. Therefore, once he ate the Snickers, he was himself again and his hunger pain was then satisfied.
The definition of sales promotion is that it covers a wide variety of short-term incentive tools designed to stimulate consumer markets, the trade, and the organization's own sales force (Editorial Board, 2011). Basically, there are promotional activities designed to stimulate purchases. The promotional strategies Snickers use in the marketing mix helps consume the sales of its targets or adults ages 34 and up, athletes, and kids. That is why older celebrities such as Betty White, Liza Minnelli, and there advertised on sports posters such as the NFL. There are three main reasons promotion is used; that is to inform, persuade, and to remind. The way Snickers inform its customers is to let them know of the nutritional facts. The customers are persuaded by saying professional athletes and celebrities eat snickers. And, customers are reminded of snickers when the customers see the commercials; especially on Sundays during football games (McKay, 2012). These various promotional tactics are why Snickers is such a big candy bar on the market and why it has so many consumers. It is the #1 candy bar.
Direct marketing is a marketing strategy that is an interactive system of marketing which uses one or more advertising media to affect a measurable response and/or transaction at any location, defined by the Direct Marketing Association (Editorial Board, 2011). The technique of direct marketing is to learn your consumer. What does he/she like? How can I get this message...