Marketing Mix Strategy
Many marketers have been guilty of neglecting their brands in favour of short termed profits solutions – extensive couponing, pricing discounts and so on which weakened their product’s value among consumers. As a result we have focused on ways to integrate marketing communications , build brand equity, and other strategic efforts in product developments and marketing objectives.
The development stage a product is in determines the advertising message. As products pass through number of stages – from introduction to dominance to ultimate demise – the manner in which advertising presents the product depends largely upon the acceptance the product has gained with the consumers.
The degree of acceptance can be identified as the product passes trough its lifecycle.
It is this degree of acceptance that determines the advertising message of the product.
I M C: Can be defined as the joint planning, and coordination of all areas of mass communication.
Since Integrated Marketing Communications was often the most often rated as an important factor that will influence marketing strategy in the next 3 to 5 years, we decided to adopt it as our campaign strategy.
Our I M C refers to all the messages directed to our consumer on behalf of the brand: media advertising, promotion, public relations, direct response, events etc.
Each of our messages will be integrated or dovetailed in order to support all other messages or impressions about our brand. We worked in line with this strategy as we thought; it would build our brands equity by communicating the same brand message to the consumer
Campaign objectives : To create a certain need for our product
To create awareness about our organization and product
To promote the product and become the market leader.
To come across as safe and reliable organization
To differentiate our product and portray its image as a quality product.
Creative strategy : Since most of our T G will be the upper class, we figured out that they wouldn’t be to interested in the boring dry methods of
technical/industrial information that they would be use to for buying a high involvement product, rather focus on a higher involvement process that would
genuine generate interest in the consumers mind.
This is exactly why we use directly mailed attractive Brochures with product information and packages (to involve and interest our audience when it comes to buying).
As far as need, awareness and differentiating from our competitors or retaining customers we would depend on the conventional Advertising, Public Relations and Promotions. Direct mail was also selected as a medium because of its ability to zero in on exactly the kind of customer we want to reach.
The life cycle would consist of 3 primary stages.
1. Pioneering stage
2. Competitive stage
3. Retentive stage
Pioneering stage : the advertising stage of a product in which the need for such a product is not recognized and must be established or in which the need has been established but the success of a commodity in filling those requirements has to be established .
People don’t always run to buy a revolutionary product. For one thing it may have never occurred in the consumers mind that they need or want the product and as a result don’t feel compelled to buy it. Until people appreciate the fact that need it, the product is in the pioneering stage.
Advertising used in the pioneering stage introduces an idea that makes previous conceptions appear antiquated.
It must show that methods once accepted as the only possible ones have been and that the limitations long tolerated s normal are now overcome.
• In this stage we depend on public relations rather than advertising to create the need and awareness among the masses.
We punch in articles so as to talk about how fickle today’s security systems are and how insecure life is turning out to be.
With this in mind we also say that a credible and modern security system is the need of the day.
Our public relation articles along with the advertising and promotions that we have, would certainly generate a need and demand for our product.
• The next step in our P R plan would be to inculcate in the consumers mind that there is a very reliable and credible organization( ARGUS ) that is willing to look into this need of modern society.
We intend to strategically position our advertisement along with our article in the news paper to avail of maximum awareness and effect of both the advertisement and the article.
• Along with the public relations stunts and the advertising we also have a unique promotion for our product.
This would include a stall at some of the bigger shopping centers in our city as our product initially is targeting the upper market.
At the stall we would have a game for the massed involving our product, we hope to generate a lot of hype with this promotion as there would be a huge reward for the winner of the game show.
Most of the activities would revolve around t he launch of our product and hence we anticipate a favorable response once the product is launched …….( I think we need to write about the specifics of the promo in detail rather than just mention it over here).
• We have our public relations team working with our advertising agency to give us maximum viewer ship and results from the ad. And pr
The purpose of the pioneering stage of a product’s lifecycle , reduced to its simplest form is :
• To educate consumers about the new product or service
• To show that a person has a need that was unknown before and that the advertised product fulfilled that need.
• To show that a product now exist actually capable of meeting a need that had already been recognized but could not have been fulfilled before.
The pionnering stage generally stresses what the product can do, offer, or provide that could not have been done, offered, or provided by any product before.
It is important for the advertiser to remember what determines the adv message is what the consumer thinks about the product(consumer perception ). In pioneering stage the consumer is trying to answer the question what is the product for ? it does not really matter what the manufacturer thinks.
Does the consumer think the product is significant or is this really the better way of doing things……… and that is why we create a need rather than talk about our organisation. We appear to be more of a system brand because of the services we provide, we intend to come across as a very caring organization from our ads and articles. Mentioned above is the sole reason why we talk less about our organization and appear to cater to the need of the people.
Usually during the introduction of a new product , heavy advertising and promotional expenses area required to make the consumer aware and acquaint the target of the product benefit. The manufacture to expand must increase distribution, generate consumer trial and increase geographic trial.
We intend to do all of the above mentioned with our adv ,P R and marketing plan.
The competitive stage : The advertising stage a product reaches when its general usefulness is recognized but its superiority over other brands has to be established in order to gain preference.
When a pioneering product becomes accepted by the consumers and they have the desire for it, there is going to be competition.
The consumer now knows what the product is and how it can be used. At this point, the main question the consumer asks is which brand shall I buy ? When this happens the product has entered the competitive stage and the advertising for it is referred to competitive advertising.
Over here we intend to differentiate ourselves from our potential competitors i.e. either existing security systems or may be newer ones entering the market. In this stage we would rather talk about the services that we offer and may be look at the intangible aspect of our product.
We also make certain claims of being fool proof unlike our competitors and support such claims by reimbursing them for any loss of property under our security system.
May be in this stage we look at direct marketing as an option.
Direct Marketing: Personal communication is the most effective means of persuading someone. However it is also the most expensive and impractical as a means of mass selling.
Since our target group is selected and niche we thought of this as a very practical tool to boost our sales.
Our direct marketing will be used to follow up our mass communication to close the sale or develop long term relationship that will ultimately result in sales.
This could be a different idea to persuade the consumers as compared to advertising.
The retentive stage: The third advertising stage of the product, reached when its general usefulness is widely known, its individual qualities are thoroughly appreciated, and it is satisfied to retain its patronage merely on the strength of its past reputation.
Products reaching maturity and wide scale acceptance enter he retentive or reminder stage of advertising
When our product is accepted and used by consumers, there may not be a need for competitive advertising.
At this point, everybody knows about our product and what it is about.
Over the years many manufactures of successful products stop advertising and seen that the public forgot abut their product.
Therefore most astute advertisers try to retain their consumers by keeping the brand name before them., this is called reminder advertising- it simply reminds the consumers the brand exists.
Over here we simply use high visual or name advertising, meaning the ad gives little reason to buy the product.
At this stage of the product lifecycle the advertising message will change and focus on the extra or the value added services that we provide. The onus will be on the feel good part of the product.
The communication objectives change to making the consumer believe that the purchase he has made definitely met with all of the promised quotes and would further encourage him to purchase our new products so that we do not loose out on market share.
Many marketers have been guilty of neglecting their brands in favour of short termed profits solutions – extensive couponing, pricing discounts and so on which weakened their product’s value among consumers. As a result we have focused on ways to integrate marketing communications , build brand equity, and other strategic efforts in product developments and marketing objectives.
The development stage a product is in determines the advertising message. As products pass through number of stages – from introduction to dominance to ultimate demise – the manner in which advertising presents the product depends largely upon the acceptance the product has gained with the consumers.
The degree of acceptance can be identified as the product passes trough its lifecycle.
It is this degree of acceptance that determines the advertising message of the product.
I M C: Can be defined as the joint planning, and coordination of all areas of mass communication.
Since Integrated Marketing Communications was often the most often rated as an important factor that will influence marketing strategy in the next 3 to 5 years, we decided to adopt it as our campaign strategy.
Our I M C refers to all the messages directed to our consumer on behalf of the brand: media advertising, promotion, public relations, direct response, events etc.
Each of our messages will be integrated or dovetailed in order to support all other messages or impressions about our brand. We worked in line with this strategy as we thought; it would build our brands equity by communicating the same brand message to the consumer
Campaign objectives : To create a certain need for our product
To create awareness about our organization and product
To promote the product and become the market leader.
To come across as safe and reliable organization
To differentiate our product and portray its image as a quality product.
Creative strategy : Since most of our T G will be the upper class, we figured out that they wouldn’t be to interested in the boring dry methods of
technical/industrial information that they would be use to for buying a high involvement product, rather focus on a higher involvement process that would
genuine generate interest in the consumers mind.
This is exactly why we use directly mailed attractive Brochures with product information and packages (to involve and interest our audience when it comes to buying).
As far as need, awareness and differentiating from our competitors or retaining customers we would depend on the conventional Advertising, Public Relations and Promotions. Direct mail was also selected as a medium because of its ability to zero in on exactly the kind of customer we want to reach.
The life cycle would consist of 3 primary stages.
1. Pioneering stage
2. Competitive stage
3. Retentive stage
Pioneering stage : the advertising stage of a product in which the need for such a product is not recognized and must be established or in which the need has been established but the success of a commodity in filling those requirements has to be established .
People don’t always run to buy a revolutionary product. For one thing it may have never occurred in the consumers mind that they need or want the product and as a result don’t feel compelled to buy it. Until people appreciate the fact that need it, the product is in the pioneering stage.
Advertising used in the pioneering stage introduces an idea that makes previous conceptions appear antiquated.
It must show that methods once accepted as the only possible ones have been and that the limitations long tolerated s normal are now overcome.
• In this stage we depend on public relations rather than advertising to create the need and awareness among the masses.
We punch in articles so as to talk about how fickle today’s security systems are and how insecure life is turning out to be.
With this in mind we also say that a credible and modern security system is the need of the day.
Our public relation articles along with the advertising and promotions that we have, would certainly generate a need and demand for our product.
• The next step in our P R plan would be to inculcate in the consumers mind that there is a very reliable and credible organization( ARGUS ) that is willing to look into this need of modern society.
We intend to strategically position our advertisement along with our article in the news paper to avail of maximum awareness and effect of both the advertisement and the article.
• Along with the public relations stunts and the advertising we also have a unique promotion for our product.
This would include a stall at some of the bigger shopping centers in our city as our product initially is targeting the upper market.
At the stall we would have a game for the massed involving our product, we hope to generate a lot of hype with this promotion as there would be a huge reward for the winner of the game show.
Most of the activities would revolve around t he launch of our product and hence we anticipate a favorable response once the product is launched …….( I think we need to write about the specifics of the promo in detail rather than just mention it over here).
• We have our public relations team working with our advertising agency to give us maximum viewer ship and results from the ad. And pr
The purpose of the pioneering stage of a product’s lifecycle , reduced to its simplest form is :
• To educate consumers about the new product or service
• To show that a person has a need that was unknown before and that the advertised product fulfilled that need.
• To show that a product now exist actually capable of meeting a need that had already been recognized but could not have been fulfilled before.
The pionnering stage generally stresses what the product can do, offer, or provide that could not have been done, offered, or provided by any product before.
It is important for the advertiser to remember what determines the adv message is what the consumer thinks about the product(consumer perception ). In pioneering stage the consumer is trying to answer the question what is the product for ? it does not really matter what the manufacturer thinks.
Does the consumer think the product is significant or is this really the better way of doing things……… and that is why we create a need rather than talk about our organisation. We appear to be more of a system brand because of the services we provide, we intend to come across as a very caring organization from our ads and articles. Mentioned above is the sole reason why we talk less about our organization and appear to cater to the need of the people.
Usually during the introduction of a new product , heavy advertising and promotional expenses area required to make the consumer aware and acquaint the target of the product benefit. The manufacture to expand must increase distribution, generate consumer trial and increase geographic trial.
We intend to do all of the above mentioned with our adv ,P R and marketing plan.
The competitive stage : The advertising stage a product reaches when its general usefulness is recognized but its superiority over other brands has to be established in order to gain preference.
When a pioneering product becomes accepted by the consumers and they have the desire for it, there is going to be competition.
The consumer now knows what the product is and how it can be used. At this point, the main question the consumer asks is which brand shall I buy ? When this happens the product has entered the competitive stage and the advertising for it is referred to competitive advertising.
Over here we intend to differentiate ourselves from our potential competitors i.e. either existing security systems or may be newer ones entering the market. In this stage we would rather talk about the services that we offer and may be look at the intangible aspect of our product.
We also make certain claims of being fool proof unlike our competitors and support such claims by reimbursing them for any loss of property under our security system.
May be in this stage we look at direct marketing as an option.
Direct Marketing: Personal communication is the most effective means of persuading someone. However it is also the most expensive and impractical as a means of mass selling.
Since our target group is selected and niche we thought of this as a very practical tool to boost our sales.
Our direct marketing will be used to follow up our mass communication to close the sale or develop long term relationship that will ultimately result in sales.
This could be a different idea to persuade the consumers as compared to advertising.
The retentive stage: The third advertising stage of the product, reached when its general usefulness is widely known, its individual qualities are thoroughly appreciated, and it is satisfied to retain its patronage merely on the strength of its past reputation.
Products reaching maturity and wide scale acceptance enter he retentive or reminder stage of advertising
When our product is accepted and used by consumers, there may not be a need for competitive advertising.
At this point, everybody knows about our product and what it is about.
Over the years many manufactures of successful products stop advertising and seen that the public forgot abut their product.
Therefore most astute advertisers try to retain their consumers by keeping the brand name before them., this is called reminder advertising- it simply reminds the consumers the brand exists.
Over here we simply use high visual or name advertising, meaning the ad gives little reason to buy the product.
At this stage of the product lifecycle the advertising message will change and focus on the extra or the value added services that we provide. The onus will be on the feel good part of the product.
The communication objectives change to making the consumer believe that the purchase he has made definitely met with all of the promised quotes and would further encourage him to purchase our new products so that we do not loose out on market share.