Think of a specific company/product under five years old that uses various types

Question

Think of a specific company/product under five years old that uses various types of promotional material to market its offerings utilizing one or more of the following strategies:

Self-concept attachment

Associative value

Stimulus generation

The web, magazine ads, newspaper ads, catalogs, direct mail pieces, and flyers might all be sources for promotional materials.

Locate TWO promotional pieces for the company/product and use them as a basis to analyze the segment, or segments, being targeted. Describe the methods you see used for segmenting the market reflected in those materials, and describe characteristics of the target market, according to the materials. – Who is the company marketing to and why (opportunity)? How are self-concept attachment, and/or associative value, and/or stimulus generation strategies being employed?

Think about what value and utility (could be more than one) the firm is emphasizing, and how they communicate their value proposition. How are they differentiating themselves from the competition?

Explanation / Answer

The company being considered in the mentioned context is the organisation Illumio which is into cloud computing security. In terms of the strategy highlighted is as they have an innovative product which addresses the needs of security in data centres. The promotional strategy used to create awareness among the prospects by participation in events (for example Microsoft Ignite ' Sept '2017) and video clippings which gives an insight into its services. The company has been recognised widely as bringing forth disruptive technology. As per the response received to the mentioned event, during stall visits by prospects. The target group is segregated as per the inclination showed in the offered products/ services offerings by Illumino through live demonstrations. As per the interest level shown, they are categorised / segmented as hot (very likely to convert into sales), warm lead (engagement required, follow up regular needed).

The methods used are to give a hands on / real time experience opportunity to the target group at the event. The TG characteristics are companies who use technology such as big, small scale and start-ups as well whose objective is security of their data, seamless business transactions.  

The company is marketing to technology service provides which comprises of companies, resellers/ service providers. The opportunity lies in its providing micro segmentation technology which adapts across all segments curbs/ restricts internet security threats in a cloud / data set up.

The mentioned strategies being employed are being employed through highlighting the adaptive security platform which provides security in any environment in terms of the valued added. Besides the stimulus is generated by provide live demonstrations of the positioned services / offerings.

The value/ utility which is highlighted is that it creates value for the user by ensuring a hassle free smooth functioning of business thus elimination of looming threats of breach of data security/ technology. The value proposition is being communicated through the product demonstrations and its practical application in context of the mentioned scenario / vertical.The key differentiator in terms of competition is its messaging / communication to the target group regarding the need of the hour to reinvent segmentation. As a robust, refined network provides enhanced security and results in ease of running of business.

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