Question

answer the following questions based on the learning and your personal knowledge – with the concept of Best Practices at mind. Today, you are all marketing teams for your brand. You are working on the Promotion function:

1.How is your brand currently promoted (be specific)? Detail all of the ways (do some research) and show examples.

2.Create a new promotion strategy (using IMC principles) for the brand and choose a minimum of three tools in the promotion mix. Why did you choose these? What goals do they accomplish? How does this new IMC strategy fit with the Marketing Mix, Positioning, and Differentiation strategy for your company.

3. There was a quality problem a month ago and your brand has to recall all of the products made that day (10,000 items). Craft a Press Release and create a Public Relations strategy that fits with your IMC strategy while alerting customers to problem/solution.

4. Check out the company/brand’s website. Develop a detailed profile of consumers attracted to Web site and why. What are the primary methods used to drive traffic to the Web site? What is the value addition for the current or new customer base?

5. What social media Web site(s) does the company utilize? Social media objectives are listed in Chapter 22 on page 356. Identify the company’s primary social media objectives based on actual communications on its social networking site. Be sure to provide examples.

6. Compare the company’s social networking site with its official Web site. How does the content and language differ between the two sites?

7. What do you recommend that the company do to stay on top of current social media trends?

Answer 1

1.These are the specific brand promotions that we do as the marking team of our brand.

• Instructional Videos: Marking our products through Videos content is the best appeling way. This attracts lots of customers to our priducts. These videos will be published in search engies, youtude etc. E.g. Most of the FMCGs use this promotional strategy.
• Content Marketing: It emphasizes education over sellong to influence buying behaviour. This strategic marking and promotional approach focuses on creating and distributing information relevant to prospects needs in order to attract those best aligned with and most likely to purchase our brand . This approach grows brand visibility and desirability. E.g. Majorly used to promote institutional branding.
• Point of Purcahse Marketing: This helps us to promote our brnad to a captive audience(those shoppers already in-store and ready to purchase). Product display, on-pacakge coupons, shelf talkers and other attention getting “sizzle” often sways buting decisions at the shelf by making an offer simply too good and too visible to pass up. E.g. Accessories business

2. IMC - Integated Marking Communication is the process of coordinating all the activities across different communication methods. Note that a central theme of this definition is persuasion.

• Guerilla Matketing: This category of marking communication involves unconditional, innovative, and usually low cost marketing tactics to engage consumers in the marketing activity, generate attention and achieve maximum exposure for out brand.
• Digital Marketing: It covers a lot of ground, from websites to search engines, content and social media marketing. Since this kind of marketing evolves rapidly with technological advances, this is the best promotion mix that we use to promote our brand.
• Direct Marketing: This helps to have a direct contact with the ultimate consumers and helps us to learn the taste and preferences of the customers which will inturn helps us for product mix.

All these startegies help our brand to occupy the market and attract the consumers. These startegies also help us to compete with the brands within the industry and our quaity would differentiate our brand with that of the competitive brands. Reaching directly to our customers helps is to gain the worthful trust on our brand those our pricing and promotioanl startegies.This also helps competitor positioning anaalysis through which it identifies the conditions of the market that influence how much power competitors are able to exercise.

4. Base on our research we found the following customer base visit our website more often:

• Discount Customers: They shop our stores frequently, but make their decisions based on the sixe of our markdowns.
• Impulse Customers: They don’t have to buy a particular item at the top of their “To Do” list, but come into the stores on a whim. They will purcahse what seems good at the time.
• Need Based Customers: They have a specific intention to buy a particular type of item. So based on the above research results our primary methods to drive traffic to our website could be the seasonal discounts, attractive creation of website, appealing products etc.