Answer To: MKT XXXXXXXXXX Additional Assessment Item Assessment item A5 IMC Conceptual Development Length: Max...
Moumita answered on Dec 19 2021
Running Head: IMC CONCEPTUAL DEVELOPMENT 1
IMC CONCEPTUAL DEVELOPMENT 17
IMC CONCEPTUAL DEVELOPMENT
Table of Contents
Answer to question 1 3
Answer to question 2 4
Answer to question 3 5
Answer to question 4 6
Answer to question 5 8
Answer to question 6 9
Answer to question 7 10
Answer to question 8 11
Answer to question 9 12
Answer to question 10 13
References 15
Answer to question 1
Different positioning is important for marketing the products and services in a business company. These different kinds of positioning are important for utilizing different kinds of marketing products. Brand positioning is important for companies to target customers for their products. The marketers can create an image of the products in the minds of their customers by advertising them in the right place at the right time (Gammoh, Koh & Okoroafo, 2019). These different kinds of positioning strategies are:
· Positioning strategies based on the benefits of the products
· Positioning strategies by qualities of the products
· Positioning based on attributes of the products
· Positioning based on the price of the services or the products
· Positioning based on the use of the products
· Positioning by applications of the products or the services
· Positioning based on product class
· Positioning strategies by competitive companies of the products
· Positioning strategies by cultural symbols of the products
· Positioning by demand for the products or the services
Positioning strategies can be based on the benefits of the products as mentioned above in the list of the strategies of marketing positioning. If the products become beneficial for the customers, then the marketers of those company products can create a place in the consumers' minds the image of the products by showing the benefits of the products while advertising (Moriarty, Mitchell, Wells & Mitchell, 2012). As an example, moisturizing products like Maybelline moisturizers can be beneficial for the skin of the consumers. While advertising, if the marketers can show that benefits, then that brand can create an image of that product in customers' minds. This is called positioning of the products by the benefits
If a company has so many competitors in the market like Pepsi, Coca-Cola; selling the same products then that brand can make the position of that company in the market by giving discounts on the products, decreases the price of the products and gives special offers on the products (Simonato et al. 2019).
The quality of the products holds an important place in the strategies of positioning any products like Puma, Nike. If the quality of the brand or the products is good, then the position of that company will be good in the market as well as in the minds of the customers.
The applications and the use of the products are also important for the positioning of the products in the market. Easy applications and the use of the products are always attractive to the customers.
Answer to question 2
Benefit segmentation is important for the advertising of any products of any company. If a company does the survey on the markets and can determine which market is the best for the selling of the products, then it will be easier for the company to position or place its products in the market after targeting the customers. If a company does market segments and target its customers, then the marketers or the sellers can sell their products and take leads in the market (Kesting, Gerstlberger & Baaken, 2018). The companies can do marketing campaigns to know the customers and target them for selling their products.
The marketing campaigns can attract customers who are interested in those products and they can be suitable for the companies to sell their products. If the customers are suited for the products or the services provided by the companies, then those areas and the people of that prospects can be beneficial for the company and this is called benefit segmentation of a company as they can find out the most suitable and beneficial customers for the selling of the products (Moriarty, Mitchell, Wells & Mitchell, 2012). If the customers need that product or service and they have demand for those products regularly, then they will be regular customers of those products. This will also be beneficial for the company.
Benefit segments can also be used by marketers as well as by the salesperson who sells the products to the customers (Kurtuluş, Kurtuluş & Bulut, 2016). The marketers can engage the customers to their products and attract them to their services by creating a place in their minds. The customers will value the products and they will be loyal customers by buying the products regularly. So benefit segment in the market to determine the profits of the company is important and other segments are descriptive. If a company does benefit segments before selling the products, then the company will be more profitable by placing and positioning its products in the right place.
Answer to question 3
To be successful in the marketplace, small companies need to develop their products and services provided by them. The small companies also need to refine their products whenever they need and customers demand. The improvement in the products is also important regularly in a company's products or services. The first sale is important for any company to be successful in any market place. Before selling, marketing strategies are important (Noe, Hollenbeck, Gerhart & Wright, 2017). The survey of the market, the suitable customers and others all are important for the success of the companies. The packaging of the products can make any company successful in the market.
If the packaging of the product is good at the time of delivering the products in the house, then the customers will be happy and they will recommend the brand and the company to others. The pricing of the product is also important to make any company or brand successful in the market (Moriarty, Mitchell, Wells & Mitchell, 2012). If the company before entering in the market gives discounts, then the company will easily be attracted to the customers. The customers will be interested in the new brand and buy new products to give a chance to the new companies. Thus new companies will be successful by creating a good customer relationship.
If any company cannot provide good quality checked products then the company cannot be successful in the market. The quality, attribute, use, and application are important for any product to sustain in the marketplace (Triebel, Schikora, Graske & Sopper, 2018). If the application of the product is critical, then the customers will be reluctant to use that particular product. If the use and attributes of the products are vague, then that company can lose the place in the market by decreasing the value of the products among the customers. The competitors of the same products can be an important reason to become unsuccessful in the market. The substitute products of any particular product can also be a reason for the failure of any company or brand. Any company needs to sustain itself in the market by making happy customers. A strong customer care relationship is needed to become successful.
Answer to question 4
Changes in the lifestyles of the customers are also important for any company as the success rate and the failure of any company is dependent on the customers. The changing in the lifestyles of the customers will compel them to stop or start buying any products from any company. The middle-class people cannot afford any expensive products or services whereas a rich person can afford both. In rural areas, the villagers cannot buy any urban products as the company cannot provide the products in the rural areas by opening any outlets as the people of the villages cannot afford expensive products mostly (Sakal, 2018). But if the villagers start coming in the urban place then a sudden change will happen in their lives and their lifestyles will be changed.
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