...4 6 4.1) An appropriate process for the formulation of a budget for an integrated promotional strategy: 6 4.2) The development of a promotional plan for BMW: 7 4.3) Plan for the integration of promotional techniques into the promotional strategy for BMW or its product: 7 4.4) Appropriate techniques for measuring campaign effectiveness of BMW: 8 Conclusion 9 Reference 10 Introduction Advertising and Promotion is the most common, popular and important word in any business arena. Advertising means one type of business communication which fulfills the public interaction with the product. The knowledge of product can be well known to the users by the process advertising. In marketing ‘Promotion’ is the most useful and necessary element of all other elements of marketing mix. Promotion is adopted for ensuring the information to consumers, for increasing the demand of market, for differentiating of a product. The world`s biggest car manufacturing company ‘BMW’...
Words: 1109 - Pages: 5
...// you're reading... Uncategorized Integrated Marketing Communication Strategy from Principles of Marketing by Philip Kotler & Gary Armstrong Posted by neylinee ⋅ April 23, 2011 ⋅ Leave a Comment Under the concept of integrated marketing communications, a company will carefully coordinate the promotion elements to deliver a clear, consistent, and compelling message about the organization and its products. Mini campaign: “let’s not use the size of our vehicle to make up for other shortcomings” MINI communications campaign has been impressive both for what it does and for what it doesn’t do. Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to target customers. Companies must also communicate with current and prospective customers, and what they communicate should not be left to chance. All of their communications efforts must be blended into a consistent and coordinated communications program. Just as good communication is important in building and maintaining any kind of relationship, it is a crucial element in a company’s efforts to build profitable customer relationships. The marketing communications mix (Promotion Mix) The specific mix of advertising, personal selling, sales promotion, and public relations a company uses. Advertising any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales promotion short-term incentives to encourage...
Words: 1507 - Pages: 7
...Classic Airlines marketing Solution Student Name MTK/571 Marketing University Name April 2011 Instructor Name Classic Airlines Marketing Solution Classic Airlines is the fifth largest airlines in the world. The company services 240 cities worldwide commanding 2,300 flights daily and has over 375 jets. Classic Airlines has increased the number of its employees to 32,000 over the past 25 years. Classic Airlines earned $10 million on $8.7 billion in sales last year. Competition and the need to gain customer satisfaction necessitated the creation of innovative products and marketing techniques such as frequent flyers and reward programs. Classis Airlines faces increasing challenges similar to all other airlines. Like all other airlines, the challenges range from rising fuel costs, economic turndown, customers’ increased ambiguity about flying, and scrutiny from all sectors including Wall Street, the public, and media. Despite the company’s efforts to reduce cost by employing price cuts, these challenges continue to affect the corporation’s profitability (University of Phoenix, 2011). Furthermore, Classic Airlines’ corporate culture has become dysfunctional. The company stood stagnant while looking for ways to implement new strategies particularly when faced with challenges. To be successful and to meet the challenges, Classic Airlines will need to use the problem solving approach, which will entail employing the nine-step model. The company will need to use its internal...
Words: 2004 - Pages: 9
...Question: Marketing communication in consumer marketing context. Discuss. Organizations engage with a variety of audiences in order to pursue their marketing and business objectives. In addition, there are consumers – you and me – people who are free to choose among the many hundreds and thousands of product offerings. Marketing communications provides a core activity so that all interested parties can understand the intentions of others and appreciate the value of the goods and services offered. Marketing communications is a management process through which an organization engages with its various audiences. Through understanding an audience’s communications environment, organizations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses. By conveying messages that are of significant value, they encourage audiences encouraged to offer attitudinal and behavioural responses. Marketing communications provides the means by which brands and organizations are presented to their audiences. The goal is to stimulate a dialogue that will, ideally, lead to a succession of purchases and complete engagement. The communication process involves nine elements: two major parties (sender, receiver), two communication tools (message, media), four communication functions (encoding, decoding, response, and feedback), and noise. To communicate effectively, marketers must understand how these elements combine to communicate value...
Words: 1804 - Pages: 8
...Social Media for Business-An Analysis of Statistic Data Introduction. The area under discussion in the following assignment is to quantify the possibility of a deviation from accuracy in the fifty samples formed from a selection of data, following their questionnaire rejoinders. Questioning in which there is a relationship between the kinds of social media is and the type of business. Moreover, does this relationship exist for the reason that day by day more people use social media? (NielsenWire, 2010).This assignment’s first directional hypothesis, testing the first question is: The longer a company use the social media, the more improver’s its customer’s relation. This assignment’s second directional hypothesis, testing the second question is: The longer a company use social media, the helpful to raise companies’ profile. This assignment third hypothesis is: The more skilled companies’ employees are in using social media, the more customers attracts to the firm. Firstly this assignment will review the questionnaire follow by my personal critique. Secondly, present its ‘findings in a variety of tables and graphs followed by analyse and discussion relate on the literature review. This assignment will end with a personal suggestion for future research. Questionnaire. According to Sekaran and Bougie 2009, our data collecting method was questionnaire. A questionnaire is a pre-formulated question, in particular written set of questions to which the respondent records his/her...
Words: 2521 - Pages: 11
...Marketing Plan Final Phase MKT/421 Marketing Plan Phase I The marketing plan is a comprehensive blueprint, design, or proposal, which outlines an organization marketing efforts. Most organizations use marketing plans for the purpose of increasing profit, revenue, and shareholders’ wealth (Kerin, Hartley, & Rudelius, 2011). The task of Charlie Team consists of completing the marketing planning phase one. Charlie Team will use the outline of the marketing plan from the student website for assistance in accomplishing the following process of the marketing plan phase one. Selecting an existing organization and discussing its overviews is the first step in phase one. The second step is giving a description of the new product or service. Step three is explaining the importance of marketing for organizational success. The fourth step analyzes the factors of strengths, weaknesses, opportunities, threats, and trends (SWOTT) of the new product or service. Step five is the marketing research approach for developing the marketing strategy and tactics of the new product or service (Perreault, Cannon, & McCarty, 2011). Organizational Overview Team Charlie chose the Walmart organization for completing this assignment. Walmart is one of the best known organizations in the world that have successful marketing plans and strategies. Sam Walton is the founder of Walmart and opened the first store in Rogers, Arkansas, 50 years ago in 1962 (Walmart, 2012). Currently...
Words: 6905 - Pages: 28
...Pepsi Marketing Volume 1 About Current Volume Archives Submission Editorial Board e-Vision Spring 2013 Cultural Imperialism and Globalization in Pepsi Marketing by Justin Grandinetti The increased speed and flow of information brought about by technology has influenced a massive global culture shift. Two consequences of this increased information exchange are cultural imperialism and globalization. Cultural imperialism is a heavily debated concept that “refers to how an ideology, a politics, or a way of life is exported into other territories through the export of cultural products” (Struken and Cartwright 397). The related concept of globalization “describes the progression of forces that have accelerated the interdependence of peoples to the point at which we can speak of a true world community” (Struken and Cartwright 405). A driving force of both cultural imperialism and globalization are major corporations, many of which are based in the United States. Brands like Pepsi are now known worldwide and not simply confined to one particular country or the western sphere. These global brands can be viewed “as homogenizing forces, selling the same tastes and styles throughout diverse cultures” (Stuken and Cartwright 402). Conversely, viewers in other countries are free to “appropriate what they see to make new meanings, meanings that may be not just different from but even oppositional to the ideologies” of these global advertising campaigns. By analyzing three recent aspects...
Words: 2538 - Pages: 11
... deliver and support its product (Kotler & Keller, 2006:38). The value chain is a tool for identifying ways to create more customer value. When customers are satisfied and they believe that they are valued and obtain value from the business, they will be loyal to the organization, i.e. they will continue to support the organization. This will lead to the organization gaining a competitive advantage. Businesses attempt to add maximum value at each chain, incurring the lowest possible costs. As mentioned above the value chain incorporates the interrelationships between primary and support activities. The primary activities of an organization are grouped into 5 main areas: inbound logistics, operations, outbound logistics, marketing and sales, and service, while the...
Words: 4692 - Pages: 19
...visual content has become widespread in social media, particularly in industries such as beauty and fashion, which rely heavily on visual representations and aesthetics. In the current social media landscape, brands are trying out the power of visual content in encouraging consumer engagement. Concurrent to this trend, Instagram is now growing faster than any other social networking site (SNS). According to Pew Research, while Facebook continues to be the most popular social networking site, Instagram appears to the fastest growing (Southern, M. 2014, 1). Southern also notes that no social media site comes close to Instagram with respect to attracting new users. For instance, the number of adults using Instagram in the United States grew by nine percent in 2014. This means that as of January 2015, twenty-six percent of American adults were on Instagram (Southern, M. 2014, 1). Instagram now has more than 300 million active accounts. For...
Words: 4869 - Pages: 20
...PROJECT CASE STUDY OF THE VOLKSWAGEN NEW BEETLE [pic] MKTG Principles of Marketing TABLE OF CONTENTS Abstract Introduction Product concept Development of the Volkswagen New Beetle New Beetle adoption Marketing throughout the product life cycle Beetle brand Findings Conclusions Reference list Abstract *** “The Beetle is different, it makes you feel different. It is like a magnet”, - Volkswagen Chairman, Ferdinand Piech (Keith Naughton and Bill Vlasic, 1998) *** The present paper is the case study of the Volkswagen New Beetle from the marketing perspective. The thesis will analyze the product concept, and examine the New Beetle in terms of the concept in question. The purpose of the paper is to identify the issues in the application of theory with regard to the New Beetle as a product, describe the function and operation of this element of the marketing mix in Volkswagen, as well as to review the status of the identified issues in the reviewed company. The paper will consider the introduction of the New Beetle to the market and examine the respective phases of the product development. The thesis will also examine the adoption of the New Beetle as a product, overview the product lifecycle and the issues with regard to the Beetle brand. Overall, New Beetle is unique from other cars and can be the good example of the successful product development and adoption. The Beetle Brand...
Words: 3433 - Pages: 14
...IS3120 | Final Project | Designing a Network for NCIF | | Keith | 11/26/2013 | This document details the network for NCIF outlining the network design, consisting of various standards, classes and IP addressing for subnets. | NCIF is an industry leading research and development firm consisting of eight (8) regional offices in seven (7) countries, including the United States, Germany, Africa, India, Australia, Brazil, and China, with eleven(11) district or branch offices, consisting of 225,000 employs worldwide. NCIF resides in Hopkinton, MA (USA). Communicating to the consumer is the key element in a successful business. Due to a fast paced world there are modernized techniques that all companies need to adapt and implement when it comes to marketing. There is several ways a company can reach out to their clients. A company must dedicate their time to keep their presence known to the public. In order for Johnson and Company to stay competitive and market to their clients and prospects, there are suggestions I have to help make this happen. First, the phones systems need to be updated from an analog system to a Voice Over IP (VOIP) system. One of the main advantages of VOIP is receiving and taking calls away from the office, if you have an internet connection. Another advantage to a digital phone system is clear and crisp sound creating a better experience for the caller. With VOIP you can set up phone conferences allowing you to see and hear the client or...
Words: 2780 - Pages: 12
...benefit plans are two compensation packages companies are using to invest in its employees. To assist Riordan Manufacturing in changing its sales process, Team D has chose the following companies to use as a benchmark: Liz Claiborne, QUALCOMM, Home Depot, Hertz, Coke Cola, Lafarge, Ford and The Container Store. Team D will then analyze each company by providing key concepts such as designing the elements of an effective employee relations program, create a career development planning model that will incorporate attention to key development success factors, evaluate compensation and motivation practices as they relate to organizational strategy, and discuss the impact of ethics on the determination of compensation and rewards systems. Effective Employee Relations Programs. "Success requires satisfied, loyal employees," as stated by Dreher and Dougherty (2001). Employee performance increases when employees are happy and satisfied not only in what jobs they perform but with the company they are working for, the atmosphere in which the work is done and how they are treated overall. An effective employee relations program needs include answers to the following: A) How do we get good employment prospects to join the company? B) How do...
Words: 5242 - Pages: 21
...Industrial Placement Report CC2FW4N: Professional Industrial Placement London Metropolitan University Faculty of Computing Contents INTRODUCTION 3 SKILLS REQUIRED 3 WEB DEVELOPER 4 Web Developer Skills and Qualities 5 Work to be done at Placement. 5 Working As Part Of A Team 6 Website Front And Back End 7 Joomla (Creating Pages) 9 Advantages Of Using Joomla 19 This importance of a HomePage 20 Hosting and Domain Name 21 File Management. 23 Benifits Of File Management 23 Website Testing 26 The Website: 28 Using Facebook for Marketing 30 Using Twitter for Marketing 32 Conclusion 33 Acknowledgements 34 References 35 Provisonal Information Form 37 Student Performance Feedback Questionnaire 38 Introduction For my placement I worked for an organisation called Africa Unplugged, I have been given the privilege to work under Daniel Dina (Senior Project Consultant) as I will be a web developer and research assistant, he will be supervising me throughout my 12 week placement. I will be working on different projects with him but our main task is that of the Africa Unplugged concert, which will be held August 27th 2012 at the prestigious Wembley Arena. This will be the first annual African concert in Europe. The company plans on making this event an annual festival- this year being the first of many to come. “Africa Unplugged” management committee & the Black British Business Professional Association...
Words: 8719 - Pages: 35
...GOALS AND STRATEGIES OF SOCIAL MEDIA MARKETING Good morning, how was your night? Or how are your family members are usually the most common conversation on phone calls. However when social media came into existence, it provides other avenues where these and other conversations can occur. Apart from having conversations with friends and loved ones, social media provide new opportunities for businesses to market their good and services. The question now is what is social media, what role does it play in marketing, what are the goals and strategies of social media marketing. Before social media came into existence, television commercials, bill board and news paper advertisement are the main marketing strategy. Unlike the past, traditional marketing strategy such as television commercials and newspaper advertisements do not give much impact to the customers these days (Or, 2010). Social media employ mobile and web-based technologies to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content.( Jan H. Kietzmann*, Kristopher Hermkens, Ian P. McCarthy, Bruno S. Silvestre 2011). Social media allows people to be more connected than ever before and the mediums available for marketing are Changing rapidly as new technologies are becoming more available. Social media has become the method of statement in the 21't century, enabling us to express our belief, ideas and manner in a absolute new way. (Saravanakumar...
Words: 1413 - Pages: 6
...during the flow from producer to customer, or in some way facilitated this by specializing in one or more of the functions that must be performed for such movement to occur. These flows of title and functions, and the intermediaries w h o have facilitated them, have generally come to be known as distribution channels. For most marketing decision makers, dealing with the channel for a product or service ranks as one of the key marketing quandaries. In many cases, despite what the textbooks suggest, there is frequently no real decision as to "who" should constitute the channel; rather, the question is how best to deal with the incumbent channel. Marketing channel decisions are critical also because they intimately affect all other marketing and overall strategic decisions, Distribution channels generally involve relatively long-term commitments, but if managed effectively over time, they create a key external resource. Small wonder, then, that they exhibit powerful inertial tendencies, for once they are in place and working well, managers are reluctant to fix what is not broken. Here we contend that a new m e d i u m - - t h e Internet and the World Wide Web---will change distribution like no other environmental force since the industrial revolution. Not only will it modify many of the assumptions on which...
Words: 7292 - Pages: 30
