Marketing Commuication Mix
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Companies have a broad choice of marketing communications choices. The 8 major tools of communication are advertising, sales promotion, public relations and publicity, events and experience, direct and interactive marketing, word-of-mouth marketing, and personal selling. Companies opt for different marketing communication tools depending on their brand objectives.
Suppose you have the contract to market two brands of laundry detergents, Ultra (an established brand) and FreshX (a new brand) in the US East Coast region. Both brands belong to Company A. The combined advertising budget available to you for both products is about $500,000. The target market for Ultra is the budget-conscious customer segment while FreshX is targeted towards younger, upwardly mobile professionals. Design specific communication tools for each of the products (i.e., for Ultra and FreshX) with regard to the following:
1. Message strategy: What specific themes or ideas will you adopt for Ultra and FreshX - keeping in mind the respective target demographic types?
2. Creative strategy: What kind of appeal - informational or transformational - will work best for each brand? Please explain.
3. Message Source: What kind of spokespeople will you choose for each of the products? Please bear in mind the demographics of the target area.
4. Discuss how you can use experiential marketing tools for the brands (especially for FreshX). What tools will you use to measure outcomes from such events?
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Solution Summary
Marketing communication mix is examines for FreshX and Ultra. The message strategy and creative strategy are determined.
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1. Message strategy: What specific themes or ideas will you adopt for Ultra and FreshX - keeping in mind the respective target demographic types?
The strategy for Ultra should be focused on family wherein those with families and limited budgets can resonate with a brand that offers lower costs but maintains quality. Therefore, the focus of the message should appeal to mothers, who are the primary individuals who will be washing clothes in a typical family, and the message should be directed at making their budgeting easier. This product should be marketed as a good alternative to higher priced detergents, which will resonate with mothers as long as it does the job of cleaning clothes efficiently. The strategy should entail the use of advertising, which is the best strategy to reach large, geographically dispersed audiences. Mothers are represented across the entire country, many of whom are shopping, washing, and are considered housewives that conduct the majority of household duties within their home. Therefore, advertising will reach more mothers because of its high frequency, and because it is the lowest cost per exposure of marketing methods, it can allow for more consumers to gain brand recognition, and view this brand as a brand that is perfect for mothers on low budgets. Another potentially effective tool for building buyers' preferences is personal selling, which involves a sales force that promotes this brand to consumers using tactics such as door-to-door sales and telecommunications. This provides personal interaction between the company and consumers, which can aide in sustaining their convictions to remain loyal to the ...
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