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Marketing Assignment
Contents
Marketing Assignment1
INTRODUCTION1
1. MARKET SEGMENTATION AND TARGETING1
2 POSITIONING1
3. INTEGRATED MARKETING COMMUNICATION2
3.1 CONSISTENCY3
3.2 THE PROMOTIONAL MIX3
DIRECT MARKETING5
3.2.1 Advertising5
3.2.2 Sales Promotion5
3.3.3 Events6
3.3.4 Public Relations6
3.3.5 Merchandising And POP6
3.4 THE NEW MARKETING MIX7
3.5 BUSINESS STRATEGY7
4.GENERIC CRITICAL SUCCESS FACTORS8
Figure 5. A Model Of Integrated Marketing Communications8
REFERENCES8

INTRODUCTION
Shaped Alloys Ltd is a local company supplying aluminium cowlings, mouldings and structures for the MOD(Navy). They have been in this business for over thirty years. Due to the downturn in the government market they have been working on other products that they can produce effectively due to their extensive experience in light alloys. The purpose of this report is to produce a marketing communications report that define the two markets the company operates through its B2b and B2C models and highlighting the differing communications requirements and the communications mix available to the marketer. Many companies are using integrated marketing communications (IMC); because they need a more effective and efficient way of communications with their customers. It is believed that IMC help them to build customer relationship and therefore create profitable brands. (Duncan, 2002) 1. MARKET SEGMENTATION AND TARGETING

Segmentation and targeting seek to determine who companies want to reach in order to build brand relationship. Marketing today is in the name of efficiency and effectiveness, becoming more focused on smaller but more profitable segments of the market. (Duncan, 2003) Shaped Alloys Ltd must be at the forefront of consumer research and conducts extensive research on a regular basis to identify new trends and to study opportunities for new and different trade channels. According to Shaped Alloys Ltd’s research, overall consumers can be grouped in two segments they are: - The B2B sector: industrial companies which manufacture large commercial kitchens - The B2C sector: consumer market with an extremely hard and therefore durable non-stick surface coating Specific segments are selected and Shaped Alloys Ltd must develop different marketing plans in order to satisfy the needs of the potential buyer in the chosen segments. (Fill, 1999, pg 200) The fundamental starting point for the creation of a successful marketing mix strategy is to ensure that the target market is clearly defined. Having evaluated the two segments, Shaped Alloys Ltd could consider two different types of targeting the two markets in which the company operates. 2 POSITIONING

Positioning is the art of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. (Kotler, 2003, pg 308). Shaped Alloys must position its two core products:

- Xtract: A modular, flexible air/gas extraction system, ideal for industrial fume or dust removal or medium to large commercial kitchens - Diamond: A new range of saucepans for the consumer market with an extremely hard and therefore durable non-stick surface coating. According to Ries and Trout, in an over-advertised society, the mind often knows brands in the form of product layers. The top firm is remembered the best. The number one position can be held only by one brand. The proliferation of new types of media, the growing sophistication of consumers, the wide range of communications tools, messages, audiences and the rise in some media cost, such as television through the 1990’s, makes imperative that companies move towards IMC. (Kottler, 2003) Therefore it is important to develop an IMC approach in order to obtain uniform branding, target the market and seek to position the Xtract and Diamond brands to their respective target markets. The elements involved in IMC are many and they depend upon the perspective an individual might...
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