Principle of Marketing Over the past three week dues you have successfully navigated the marketing...

Question

Principle of Marketing Over the past three week dues you have successfully navigated the marketing process. You have an understanding of your customer needs and the marketing environment through research. You have developed a marketing strategy and begun development of the marketing mix including your product or service, its price and how it will be made available to your target market. Now your promotional decisions can be made based on these other elements in order to communicate your position to your customers.

Document Preview:

Principle of Marketing Over the past three week dues you have successfully navigated the marketing process. You have an understanding of your customer needs and the marketing environment through research. You have developed a marketing strategy and begun development of the marketing mix including your product or service, its price and how it will be made available to your target market. Now your promotional decisions can be made based on these other elements in order to communicate your position to your customers. Over the past three week dues you have developed most of the components of a marketing program for your product. Now it is time to add the last few sections. The final plan should include: · Definition of marketing (U1 AF) · Introduction of your product/service (U1 AF) · Situation Analysis - marketing environment forces impacting your product/service (U1 IP) · Marketing Strategy - target market(s) and positioning (U2 AF & U2 IP) · Product/Service overview and strategies to consider (U3 AF) · Pricing Strategy (U4 AF) · Distribution Channels (U3 IP) You will now add the Abstract, Introduction, Conclusion, and the Integrated Marketing Communications Mix, including: · Overview of integrated marketing communications · Promotion Mix Strategy - explain if you will use a push or pull strategy or both and why · Message Strategy - decide what general message will be communicated to your target market across all promotional tools · Promotion Mix - choose at least three (3) promotional tools (advertising, sales promotion, personal selling, public relations or direct marketing). For each include: · Why this promotional tool was chosen. · Which forms of the promotional tool you will use and why (for example, in advertising you can use TV, radio, magazine, etc. and in direct marketing you can use direct mail, telemarketing, catalogs, etc.). · Discussion of how your...

005_chwzbjo-lzdzy5lv.docx

David · Accepted Answer

Abstract 
 With the changing needs and preferences of the consumers, and increasing technology 
the companies strongly focused on innovation and made a strong move in introducing the 
Smartphones in the market. The need for a Smartphone is different for different category of 
customers. So to effectively reach the target customers, the company needs have a well 
developed communication and promotion strategy. The paper evaluates these aspects of 
integrated marketing mix. 
Introduction  
 Smartphones are new generation devices that offer a wide range of functionality and have 
transformed lifestyle of people. The fast paced growth of the Smartphone industry has also 
changed the dynamics of the IT industry. A new competitive structure has been formed in the 
industry (Song, n.d.). The two most prominent players in the smartphone industry are Samsung 
Electronics Co. and Apple Inc. Samsung to a large extent has been successful to bridge the gap 
with Apple Inc. The paper evaluates the integrated marketing communication mix, message 
strategy and promotion mix of the companies.  
Integrated Marketing Communications Mix  
 Promotion and communication strategies are those which are used to attract customer 
attention and provoke them to take some action in favors of particular products like purchase, 
increased usage or repeat purchase behavior. In the modern world consumers are bombarded 
with thousand of different messages from different advertisers. To get to the intended consumers, 
the organizations need to think creatively to make place in the consumer mind. An integrated 
marketing communications strategy in promotion mix is devised to build a connection between 
an organization and its target consumers in an unconventional way to deliver a sales message. 
Usage of integrated marketing communications is mainly to attract the maximum attention of the 
target consumer amongst the clutter to encourage the consumer to increase purchase or usage of 
a particular product. The integrated marketing communications strategy tries to outline the 
promotional campaign how it would achieve its advertising objectives.  
Promotion Mix Strategy  
Samsung has unlike Apple, positioned its Smartphone as ‘One of each pocket’. That 
means, they have a very wide offering as far as the range of price, size of the phone and extent of 
features offered is concerned. Apple’s i-Phone is the most widely loved Smartphone which has 
been positioned around the words like- unique, unparallel technology, fastest OS (Operating 
System). The tagline- ‘If you don’t have an iPhone, you don’t have an iPhone’ put the idea 
straight that Apple positions the iPhone as a luxury that is more than simply a Smartphone but a 
status symbol. 
The competitive advantage of Apple lies in its innovativeness and uniqueness and that of 
Samsung lies in its availability and price range. Samsung’s products appeal to the larger 
segment. There are products and product variants of Samsung that can compete with Apple on 
parameter of innovation in the target segment of the Apple iPhone. But on the other hand,

Principle of Marketing Over the past three week dues you have successfully navigated the marketing process. You have an understanding of your customer needs and the marketing environment through...

Answer To: Principle of Marketing Over the past three week dues you have successfully navigated the marketing...

Answer To This Question Is Available To Download

Related Questions & Answers

Submit New Assignment