Discussion: Global Marketing After a company has developed its products, product

Question

Discussion: Global Marketing
After a company has developed its products, product lines, and product mixes, and then identified, segmented, and targeted its markets, and set its pricing, it’s time to focus heavily on promotional tools and ethical use domestically and globally.

Part 1
Using your readings and your study of global marketing, explain one example of an organization doing a good job at the promotional piece. Give a detailed example of the promotion from start to finish, addressing the five main promotional tools for creating customer value. Why did you select that particular promotional piece? Briefly explain the significance of your choice.

Part 2
Dominating a market without using mass media is a challenging task. Red Bull has created a global juggernaut for its brand among 18- to 34-year-old males without using mass media. Read the article Red Bull on Content Marketing (Links to an external site.)Links to an external site. and describe the company’s global efforts to build its brand using promotional tools other than mass media (especially, but not exclusively: online, social, and mobile media). Do you feel the company’s promotional efforts are effective? Would they be as effective if they were targeting a different demographic? Why or why not?

Explanation / Answer

Part 1 -

Nike is an example of an organisation which uses its promotional mix to good effect to target its customers. The promotional effort comprises of the different elements in following way.

(a) Advertisement - Nike uses all conventional and non conventional media to reach its target audience. It gets the products endorsed by prominent sports personalities to build its brand in the minds of customers who associate themselves with their role models, persuading them to make a purchase.

(b) Personal selling - Nike trains its sales associates to assist the customers in selecting the right merchandise by providing them deep insights about the functionality of the product and give a personlised custoemr experience which more often than not results in a sale.

(c) Direct marketing - Nike's salespersons contact the target audience like colleges, sports clubs and academies to make them aware about the latest offerings from the company and sell them the products that suit them the most.

(d) Sales promotions _ The company conducts sales promotion by extending introductory offers and coupon discounts for the new purchasers. This helps it to attract and add new customers.

(e) Public relations - The public relations as promotional tactics is rarely used by Nike. However, it uses public relations to sponsor certain charity events and CSR initiatives, address social issues and enhancing its brand value among the customers.

Part 2-

The company has been very effective in targetting their customers by hitting the right note with them through their promotional efforts by reaching out to them in the way they want, at the place of their choice, with the promotional content they love and associating the product with extreme, bizarre and breathtaking events that occupies a special place in the custoemrs' minds. All this promotion comes with a promotional red bull in the hands of the customer, which he /she deeply associates with the extraordinary events it comes with, and it build the ground for the next and subsequent purchases.

In my opinion, the company will not be as successful in targetting the different demographic becaue the needs, aspirations and influencing factors of this target group match closely with the product characterstics and perceived benefits by the users. No other target group will associate so closely with grandeur, charisma and adventure of the accompanying events. Neither any other group will be in the age group that experiements, build opinions and seeks challenges as these 18-34 years old do. Imagine the things a 45-60 year old likes. It must be a jog around the park, soft music or intellectual talks over a cup of coffee. To associate these events with a red bull, the drink will have to be redesigned and repositioned in a milder, softer form, much unlike the existing one.

Related Questions

Navigate

• Browse (All)
• Browse D
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.