The Internet in the recent years has also become a potent media option for the marketers as also cell phone users through SMS. The particular segments of society which are marketing segments being targeted will influence the categories of media selected, as will be the cost. For a computer manufacturer, the right media will be the computer magazines through which it can target the computer users. A sales promotion is devised to push new and repeat sales. Similarly loyalty cards, give-away gifts, running competitions and voucher schemes are the most popular. Using sponsorships and public relation exercises are employed by the companies to improve their image in the minds of consumers, especially by way of sponsoring sporting events, the arts and public information services. (The 4Ps and the marketing mix) Coca-Cola - the global brand is a product which is positioned appropriately as a refreshing drink. A forceful message is directed to the consumer regarding how the product is being positioned in the market place. The brand personality of Coca Cola shows the positioning of its brand. The procedure of positioning a brand or a product is an intricate managerial job and should be performed through the use of the all the components of the marketing mix. Positioning remains in the mind of the consumer and can be portrayed as how the product is considered by that consumer. Through capturing the speed and liveliness of the Coca Cola brand and by indicating the energizing characteristic of the drink, a powerful message is directed to the consumer regarding the manner in which the product is being positioned in the market. (The 'Coca-Cola' Brand and Sponsorship) lot of people view Coca-Cola as a part of their routine life. This strong empathy between the brand and the consumer results in a high degree...
It is through brand positioning that the company's advertising which comes under promotion will be communicated, whereas the character statement guides the manner in which the message must be delivered to the target consumers. The promotional part of the 4P is made by making the public conscious of the existence of the company, and uphold the good name and image of 'Coca-Cola' by publishing press releases, organizing news conferences and making aware the public regarding the activities of the company. As Coca Cola possess a strong brand personality, it has come to be a medium for promotion in its own right, sponsoring a lot of events both on an international and local level. Coca Cola has since long been related with global events like the Olympic Games, the FIFA World Cup etc. (The 'Coca-Cola' Brand and Sponsorship)
Marketing Mix for Effective Marketing: The marketing mix can be considered as the most famous marketing term after it was published in 1964 in an article by Neil H. Borden. The term has become common in marketing because its elements are the fundamental, tactical components of a marketing plan. The marketing mix elements are product, price, place, and promotion which are the four major categories that guide marketing decisions. These four
Marketing Mix Integrated Marketing Communication (IMC) Integrated Marketing Communication (IMC) is a vital aspect of any business organization. In most cases, it entails the effective promotion of a new service or product to a targeted niche market in an effective and appropriate manner. The main purpose of IMC is to instill some mental or behavioral response towards the projected group. Several tools designed to fulfill this fundamental mandate of the IMC, and
Brand equity of trusted advisor for CRM application delivery. Source: Framework based on the concepts presented in (Yoo, Donthu, Lee, 2000) References Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management Review, 54(2), 43-57. Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213. Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software.
Marketing Mix for a Tablet PC The introduction of the Tablet PC in its many forms, from the minibook and netbook to the iPad, all share a common series of marketing mix attributes which are analyzed in this paper. The four Ps of marketing are discussed with emphasis on the strategies marketers rely on to increase market acceptance and sales. Price Strategy Differentiation is increasingly becoming difficult for marketers to attain with the
Marketing Mix in Successful Business According to the Oxford Dictionary of Business, marketing is defined as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, products, and services to create exchanges that will satisfy the needs of individuals and organizations." (Dictionary of Business) The marketing of a product concerns itself with such responsibilities as foreseeing changes in the demand for the product, promotion of the product,
Marketing Mix in Marketing Importance of Marketing Mix Discussing Four P's Importance of Marketing Mix in Marketing Product Price Promotion Need of Marketing Mix in a Business Need of Marketing Mix in Marketing Organizations are driven by customers who are the basic revenue generators and give the organizations an opportunity to launch the products and services. Marketing mix is a plan that enables the organizations to convey their presence and offers to the customers. It is to attract
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