Question

Choose one of the following companies: Apple, Nike, Netflix, H&M, Ford, Pfizer

You have been asked to craft a marketing message for your company. Walk through the seven stages of the marketing communication process, highlighting the importance of each stage. Do a detailed analysis of at least three (3) of the stages and make at least two (2) recommendations on how to craft the marketing message. Discuss any opportunities for cause-related marketing.

Answer 1

Company- Netflix

7 stages of the marketing communication process for Netflix is

a-Identify campaign goals and potential limitations- Marketing communication will be done for a certain objective and goal in each campaign. There are limitation in each goal also. It should be identified and limitation should also analysed.

b-Define the target audience- Target audience should be defined to know whom to target in the communication process. For netflix its target audience are mostly youth in the age group of 19-35 and some adolescent in the age group of 11-19. Netflix have also audience in some number in the age group of 35-45. Mostly these age group of people do watch netflix majorly. Through this segmentation Netflix can know who are the target audience for it.

c-Gain some insight- Netflix should conduct a SWOT analysis on the competition by focusing on the target audience. There are competitor of Netflix like Cable TV, Satellite TV, Youtube and Amazon Prime also. SWOT analysis should be made based upon the target audience to know where it stands.

d-Understanding competition and identify competitive edge- After completing third stage, next stage is to understand the competition and position of Netflix in the market. Netflix is the market leader in its segment and facing competition from Amazon Prime majorly. Based upon the target audience it should be analysed.

e-Get creative- The neext stage is to become creative in making communication message and strategy. Creative in message, channel and appearance is needed.

f-Check the big idea- The idea that generated after creative thinking should be analysed and checked to assess whether iyt will fot for the company or not.

g-Communicate- The last stage is communicating with the target audience by checking big idea and asessing it. Communication should be decided as to reach the maximum target audience efficiently in minimum time and cost.

Marketing message should be crafted on to appeal the youth because these group can be attracted quickly through a proper appeal message.

For college students segment, the marketing message should show how Netflix can ease their stress and bring those shows which are based on the interest of the student.