Essays on Direct Marketing

Executive Summary

Nutella’s has been very successful in the UK market with the brand becoming a leader in sweet spread market with a share of 36 percent. The success of the brand in this market could be attributed to the company’s long experience in the UK. However, the brand’s future in this market is threatened by the perception that Nutella has saturated fats and sugar. Hence, it is important for Ferrero to investigate this problem and come up with a communication strategy that will change the image of the brand in the eyes of the current and potential ...

Integrated marketing communications

INTEGRATED MARKETING COMMUNICATIONS Introduction Nestle is well known in the food industries of India due to its brand known as Maggi noodles. Maggi is a well-known brand for noodles, soup, sensing and was established around 1947 in Switzerland (Sahoo, Mishra and Sahoo, 2016). In 2015, the Maggi noodles faced a crisis when the Food Safety and Standards Authority of India recalled 9 modifications of the brand in the market around the country (Desai, 2016). The claim was that the product contained some traces of lead and glutamate that are considered unsafe for human consumption (Soni and Harnawale, 2015). Due ...

Apple on Social Media

A company such as Apple has such an active persona on social platforms it’s easy to find examples of all six categories on any of their channels. Apple is strategic in their marketing research. Their insights can be seen as the company leverages trends of their audiences. Apple poked fun at the topic of truth in advertising as they joked about iPhone 7 rumors in a Facebook post. There are many rumors circulating the web about the next model of iPhone but the company is not ready to confirm its position (Apple Inc. 2016). On Apple’s Official ...

Integrated Marketing Communications Plan

Industry/Company review CBU Airlines is a company based in Riverside, California. The company has the entire infrastructure necessary to become a prominent player in the airline industry, including jets, employees and terminals. In light of this, the company needs a new integrated marketing communications plan (IMC) to enable it to compete effectively with other airlines. The U.S. domestic airline industry earns in excess of $158 billion in revenue each year. Furthermore, the industry has been experiencing growth because of increased business and consumer spending as the country recovers from the 2007-2009 recession. In addition, the growth in the industry ...

Explain the innovation adoption process for SELCO systems in terms of the six factors that affect customers’ technology adoption decisions (Chapter 7). Customers’ needs and pains are those forces that drive the purchase process, whether it is related to a high-tech product or a regular one. Hereby, marketers defined six main points to be assessed by every firm in order to understand clients’ motivation to buy their products. The six issues include: (1) steps taken by the customers in making a purchase decision; (2) the process of adoption of the technology innovation; (3) changes of the marketing strategy after ...

Marketing Communication Plan: Contemporary Marketing Communication

Marketing Communication Tools Advertising Advertising is a typical component of the communication mix for many businesses. It encompasses a variety of messages that the business will deliver using a particular medium to reach a targeted audience; the medium is usually paid for (Kelly, Lawlor & O’Donhue, 2005). This method would be effective for the introduction of the Samsung S6 product into the Irish market as it would inform the targeted customers of the availability of the brand in their location. Advertisements are usually made on radio or television stations, print media as well as through website placement (Fill, 2013). ...

Letter to Future Students Taking This Class

Hello, comrades. I want to acknowledge and at the same time accord my utmost congratulations for your qualification and admission to take the marketing course and finally become an integral constituent in this class. Kudos for the great job and best of luck as you undertake this course. I understand the pathway to this level has never been a smooth ride and at one point each and everyone of you may have fallen, but you have never failed to pick up yourself with a greater momentum than the one you had before falling. That’s what has defined you ...

Executive Summary

Marketing is an important business function that ensures a company remains competitive. Kingsford is an American brand that produces premium charcoal grilling products and one that enjoyed a steady growth of revenues in the 1980s. The company has relied on an experienced team of sales executives, consistency in marketing and sales actions, superior quality, and brand positioning for success. However, Kingsford’s main problem lies in the aspect of competition. The company has faced serious challenges in regard to the strategic decisions that were necessary to avert competition in relation to aspects such as pricing, advertising, promotion as well ...

The Coca Cola Company is a USA based Multinational Corporation which deals in beverages and soft drinks. It expanded its operations from USA to Japan in 1957 and has since been the number one beverage company in Japan. The company has been able to retain this position over several decades in Japan due to two main strategies adopted by it, the Direct Marketing approach and the Independent Local Franchise Distribution System. The company changed its strategy from country-specific to regional when financial crisis hit the Asian markets in 1997. It began an extensive marketing campaign to cater to the ...

In the contemporary world, customer relationship management (CRM) plays an essential part in the typical organization's marketing system. In the market structure, the demand for understanding how to manage customer relationship effectively has increased. Firms have realized that the esteemed and potential customers have distinct economic value to their business and hence need to use their communications strategy and customer offering offerings. As a result, companies are shifting from brand centric or product-centric marketing strategies to the customer-centric method. According to Payne and Frow (2005, p.168), CRM is defined as "a strategic approach that is concerned with creating improved ...

Marketing Strategy

Red Bull organization is regarded as main energy drink provider that is distributing its products throughout the world. Red Bull is an international organization that is trying to market Red Bull Energy Drink. The mission of red Bull here is to enter into market of Hong Kong. Hong Kong is selected because it is located and China and China has successfully entered into the global market, and has provided several opportunities to international organizations to conduct their business in China. Further, China has also opened several platforms for businesses in order to facilitate them to enter into the Chinese ...

Internet Marketing Strategy

ChinaVit! Internet Marketing Strategy For the purposes of designing and developing a strategy, ChinaVit! will be employing primarily a business-to-consumer model, which is important when determining the most appropriate manner to brand the company in China. Determining the optimal way to enter the Chinese e-commerce market model is also exceptionally important, and involves the development of a thorough understanding of the overarching, governing marketing principles that are the key features of Chinese society as a whole. It is, of course, important to attract as many customers as possible using this new strategy; however, it should also be recognized that ...

Introduction

The business environment has become so competitive, and companies are attempting to lure the limited customers to their services. Due to this limitation in the market share, it is critical for companies to devise effective marketing strategies that will help build a strong customer base and also retain the customers and the market share

History of Budget Air Travel

The revolution of budget flights began following the deregulation of the European domestic markets thus allowing the rise of several airline companies. Such deregulations allowed airlines to take routes of their convenience thus creating a culture of liberalization in the domestic travel markets across Europe. ...

Introduction

Growth of the online market and developments in online platforms have given rise to new media marketing, which refers to the use of social media, mobile platforms, and search engines to reach out to customers (Herman, 2011). New media tools facilitate exchanges of information between marketers and consumers. Easy transmission of customer information on the Internet has led to the issue of consumer privacy (Hann et al., 2007). Consumer privacy refers to the prerogative of consumers to be left alone or be free from unsolicited intrusion, consumer control over access to personal information they share online, and concealment of ...

Question 1: Innovative marketing promotions campaign for L’Oreal

The innovative marketing promotions campaign for L’Oreal must have three main elements; the goals and objectives, the means of attaining the goals, and the exact tactics the campaigns will utilize to attain the goals. For L’Oreal, there is a need to increase the profits the new product is generating. Since its launch, the product has not been performing well in the market and it ha not reached its estimated target sales. The campaign, therefore, must increase the product’s profits by targeting both the existing customers as well as the new ones. The campaign will attain this through ...