While most companies continue to rely primarily on the other promotional mix elements to move their products and services through intermediaries, an increasing number are going directly to the consumer. These companies believe that while the traditional promotional mix tools such as advertising, sales promotion, and personal selling are effective in creating brand image, conveying information, and/or creating awareness, going direct with these same tools can generate an immediate behavioral response. Direct marketing is a valuable tool in the integrated communications program, though it seeks somewhat different objectives.…
This marketing plan aims at providing the best strategies and tools that Blockbuster can use to ensure market growth and success in the future. The changing environment of the video rental business has been considered and therefore the solutions have been tailored to match this environment and are flexible and up to date with the market conditions. If the organisation exercises a proper execution of the plan, growth and success in the future are guaranteed in the perfect time.…
Innovations of the type that Virgin Atlantic adopted had a goal for maximizing the customer relationships. Similarly, customer relationships can be enhanced in Indian retail apparel outlets such as Shoppers Stop and Pantaloons by taking it a level further by, for example, providing live consultation from a qualified in-house designer at their bigger stores. While a premium could be charged for such services, the idea would be to simultaneously receive feedback from the customers to make further innovations in their product and services. This would be akin to the present concept of crowd sourcing, where the customers are actively involved in product and service innovation and development. The traditional idea dictates that the products in the apparel industry are influenced by the fashion styles of the season. An approach such as this would provide an overall experience to the consumers. Even the hospitality sector, which, generally relies on the experience to the end customer, can use similar approaches to deliver value. The chief idea behind this is the focus on open innovation and increasing network capabilities to create value innovation via strong customer involvement & relationship management. Providing an end to end service will lead to stronger brand management, in this 5th generation of innovation process model.…
The world of marketing is an ever-changing one. Not simply because consumers' desires change, but also because today marketers have more means than ever to reach potential customers. The Internet has made aspects of marketing much simpler and cheaper. We can now literally reach over a billion people world-wide. For multinational companies, this is a good means to create a connection with the people in each country they operate in. The following will examine the website of Victoria's Secret, as well as the "size does matter" epidemic in the United States.…
British Telecom is contemplating ways to reduce their 28 billion pounds of debt, which has become unmanageable. The Yell holdings groups is a pairing of BT Yellow pages and Yellow Book USA but both firms operate in different economies. While the US company has exceptional growth potential, due to the monopolistic nature in the UK, there is to be growth and revenue restrictions imposed on the advertising revenue of BT Yellow Pages. By selling the Yell Group division, BT could take the estimated 2 billion pounds from the transaction and put it directing onto their current debt, helping reduce their debt burden. BT, believing in the growth potential of the US market believes they can receive a premium for the Yell Group. Throughout the valuation process, average revenue may be inflated as well as expected new launches in the US market.…
To begin with, this paper will look into the growth of the mobile phone globally and how the term ‘mobile marketing’ has developed. From here, it is important to get an in-depth understanding of how consumers’ attitudes <TO WHAT?> contribute to their view of branding and how this affects marketing activity. Thereafter, the theories on effective short messaging service (SMS) marketing and the ‘theory of reasoned action’ will be introduced <WHY?>. Finally, the concept of permission-based marketing, relationship marketing and branding via the mobile phone will be discussed.…
This case analyses the market strategy behind the introduction of Exact! Universal Apparel. In the past, the Foschini Group owned a chain store called Pages. Pages had been a successful chain in the past, but it targeted a different market to the target market identified by Exact!. Pages target market was focused on the LSM 2 – 4 market., whereas Exact! Target market focused on LSM 4 – 8. In this assignment, I have identified the problems and challenges facing Exact!, the various marketing strategies that can be identified in analyzing the case as well as proposed solutions in order to grow the company from strength to strength.…
• Kotler, Philip., et al. Marketing Management. 13th ed, India: Pearson Education, Dorling Kindersley Pvt.Ltd, 2007…
In today’s competitive global world, doing business is not easy. Getting profit from your existing business is more difficult. Today’s customers are much updated; they always get connected to the global via internet. So, they have much awareness about the product. They can easily compare your offerings including price, quality and brand reputation to your competitors. So, customers make lots of analysis before buying a product.…
The Internet can be credited for the plausibility of the Long Tail form of marketing. The physical limitations of physical space do not apply on the Internet, making the Long Tail a viable market. In fact, Amazon and eBay, two of some of the biggest retailers in the world make most of their money from the long tails of their businesses. The Long Tail is thus definitely relevant in the business which primarily involves a product. Although the practice of this relatively new and what may appear, at first, odd form of marketing has not been utilised widely, its relevance and impact is unquestionably existent.…
With this system, the cost of marketing product is much cheaper than using agency network. Direct response system using traditional media or internet. It would be easier for consumers to compare benefits they would have from other company without moving out of their seats.…
Use of CRM, database marketing to more accurately market to its consumer target groups. It could identify likely customers (based on modelling and profiles of shoppers) and prevent brand switching.…
Four advantages are visible for us. Market segmentation provides the basis for the selection of target markets (Jobber, 2007). A target market can be seen as a chosen segment of market that a company has decided to serve. Because customers in the target market segment have similar needs and characteristics, understanding of its customers will be improved so that a single marketing mix strategy can be developed to match those requirements. For example, the success of Carphone Warehouse, which supplies mobile phones, was originally based on the founder Charles Dunstone’s realization. The main suppliers were targeting large corporate clients (顾客). His vision was to be the first to allow customers to visit a shop and see what mobile phones were available. By providing selected offerings for selected groups (target markets) in an effective an efficient way, marketers not only build enhanced customer relationships and improved brand loyalty but…
Marketing has been viewed traditionally as a business activity. The role of the marketing in the modern organization is to integrate the customer needs and wants to the other organizational function such as R&D and production. The concept of the marketing is to achieve corporate goals through meeting and exceeding customer needs and expectations better than the competition. Marketing tries to create customer value with the aim at long term satisfaction. Based on its understanding of customer, a company develops its marketing mix. Marketing creation of customer interest and retention of customers if this can be done at a profit. H&M spends a hefty 4 percent of revenue on marketing as valuable investment. At current sale level, the chain is the largest apparel retailer in Europe. H&M is not just a store chain; it is a money-making machine.…
When this approach is used, long-term relationship with the customers is created as well the efficient use of promotional resources. The IMC concept has been adapted for many reasons. Mass audience advertising which was a popular promotional method in the past, is not used as much today. The cost is high and the size of the audience is unpredictable. Today marketers can use more precisely targeted promotional tools such as cable TV, mail, internet and special magazines. Database marketing make it allows marketers to target individual customers more precisely (Pride et al, 2007, p.391).…