Marketing Communication and Branding Essay
Intro After very careful market research of some of the distinct phone markets in today’s industry; industry that was the most curiosity to the copy writer was the incapacity phone market. Of all the cellphones researched, none were found to have Braille included; only speaking stimulated commands – designed to text your ex back review as well as calling. The idea the writer offers is a cellphone for the visually damaged which has a sole purpose for calling persons. The tips will be when you have Braille so the individuals are in a position to effectively think what quantity they are pressing.
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SOSTAC – Situation Research Upon exploration it was discovered the size of the disability mobile phone market is small in comparison to other folks, such as android where there are thousands of brands available. “Around 360, 500 people are listed blind or partially sighted in the UK” (Action pertaining to Blind Persons, 2011), showing that, with all the assumption that everyone requires a mobile phone in today’s society, the key portions that this brand will relate to are the fish hunter 360, 000 potential clients within the visual impairment cellular phone market. The key competing brands include Doro, an established rival who source a range of mobile phones intended for the impaired. They supply lots of online retailers, which range from handheld cellular phone to home landlines.
Alternatively, Amplicom is another rival who evolves mobiles with large switches, aimed at the visually disadvantaged market. These kinds of competitors could be the toughest to compete with due to their experience and current market discuss; a large investment and funds will be required to make sure that the proposed company can gain a decent amount of market share. Porter’s five causes is a proper model which can be related to get over such competition, due to its ability to “…evaluate entry barriers, suppliers, customers, replacement products and sector rivalry” (Freitag, 2005).
Furthermore Porter’s five forces can easily determine what the existing market is pertaining to the brand, as well as the outlining virtually any existing competitor’s positions with regards to the expanding product. Additionally, it can also display how a firm’s stakeholders can influence the business with the use of negotiating power (Chee and Harris, 1998). This information would be vital to obtain before the launch of the brand to reduce the opportunity of merchandise failure. The macro-environmental elements will be applied to the brand through INFESTATION analysis; Politics, Economical, Situational and Technical.
Political factors which bring up appropriately for the disability mobile phone market are the strict regulations on the removal of creation materials just like batteries and any forms of radioactive waste, as well as virtually any compulsory into the safety techniques during the production and contribution of the expanding products. Breaking these rules could result in heavy penalties including fines and even the termination of the organization in serious cases. Ideal economic elements include the examination of the current poor financial climate.
This may lead to the presumption that it is presently not attractive to place purchases as funds is generally restricted for most, minimizing the overall consumer bottom for the developing item. Example alternatives for this may include appealing consumers with bargain phone prices or maybe reduced set monthly agreement payments that can include a ideal amount of minutes intended for the target portion. Furthermore by offering all deals at lower end prices will suitably in shape the market, since there can be a general assumption that those who are visually impaired can also fit within the retirement market, a segment that generally provides less money extra.
Regarding sociable factors the primary issue deemed is integrity; relating to how products happen to be developed and distributed, moreover to advertising techniques utilized to help promote the brand. Equivalent opportunities and fair functioning conditions should be issued for all employees involved in the development and promotion of the brand so that the item can signify diversity; relating appropriately towards the disabled mobile phone market. Advertisements should be genuine and not possess any deceptive content to befuddle any buyers; and all information promoted will probably be fully integrated into the type of the cellphone. Technological factors are simply by large the most relevant and important to consider within mobile phone industries.
Because of the constant development of technology in the actual mobiles, it is an competitive industry to be involved in. On the other hand within the impairment phone market the ‘look’ of the telephone is a reduced important factor during purchasing; it can be what the mobile phone provides towards the consumer to assist their particular needs the moment contacting somebody. Simple, up to date software is needed so that every relevant features are implemented, moreover to having an appropriately sized screen with higher distinction settings so that the visually disadvantaged are able to browse clearer.
Lot buttons are crucial so the Braille fits easily and the consumer is able to identify what amount they want to press with ease. Objectives Here are 3 objectives that will be set for the modern developing company: * Enhance awareness of the service in disabled persons by fifty percent within six months * In three years period production costs should be reduced by 10% * Within the next two years earnings should be around £7 million These goals act as sufficient targets and in turn will encourage staff and drive productively due to the time scaled the particular objectives must be achieved.
The chosen objectives all properly relate to the current disability telephone market and the specific areas that could be superior, such as raising the knowing of service for those who have special requirements. This could consequently encourage others to develop other suitable everyday products to suit their needs also, which could furthermore promote the idea of developing a totally new organisation specially aimed at developing products to help people with exceptional needs. Strategy The push/pull strategy involves creating require from two aspects; drive strategy entails the demand getting created by manufacturer’s distributers, and draw relates to the maker creating demand via their own promotion methods (Frazier and Summers, 2011).
The brand will abide by a take strategy because it is envisioned that demand will probably be created through advertising and an effective, exclusive selling point. This is good because through a push strategy, it can be sometimes instructed to distribute an increased volume of goods, which is better related to a mobile phone sector with a much larger audience, in contrast to the niche, disabled industry. Another benefit of this is that because the developing brand is definitely unheard of a great unproven; protecting against stock piling of products if they happen to be not sold, saving money.
Though, a draw strategy will need a large expenditure for advertising, roughly the cost of creation and potential stock adding outweighs this kind of in money terms. In relation to the aims, the move strategy will certainly aid the achievement of stated targets with the use of an advertising plan, creating the require that will produce supply to the blind industry. To engage the consumers, advertising campaigns will hosted at certain events which in turn relate to the disability market, such as the Cambridge Disability Sport and Artistry festival. Using this method it will permit the promotion in the developing item to be recognized and efficiently received by the disabled.
This allows potential customers to try out the mobile phone and leave feedback regarding their thoughts and opinions. The Paralympics 2012 is taking place in London, a great occasion which can be related to people with special requires. It is a global event which promotes selection of all forms within the selling organisations and sport actions; which can be linked to the advertising of the brand’s developing item and inspire consumers to try it out to verify that it can match their needs.
Merged, by applying such sales strategies during the Paralympics and obtaining a respected and relatable celeb sponsor may help achieve the completion of the increasing recognition objective. Additionally , after suitable research, providing the phone in a competitive price will create demand; and in addition help accomplish the £7 million earnings objective. To offer the reduced in production costs objective, mass production will likely need to take place, which will effectively lower production costs, or even buying a new technology to make more devices at an inexpensive rate, over a period of time, could even reduce costs by 10%.
Strategies Expanding further within the sales strategies aimed to support achieve the awareness and revenue objectives, this will incorporate visual paper prints on apparent areas of everyday life such as phone boxes, busses, taxis as well as billboards. To undertake ethical variety promotions, the advertisements will also be located within care companies for the visually impaired, as well as virtually any social and youth golf clubs to increase recognition. Radio adverts will also happen as it is good to assume that a wide selection range of people listen to the radio, allowing the promotion of the developing merchandise to all people.
Any user reviews from tests the growing product will probably be noted straight down and held for foreseeable future improvement, allowing for management to boost questions on how to improve the company and picture it presents to customers. By doing so will potentially improve the awareness of the disability market as well as elevating the possibility of earning cash due to the improvement of the merchandise to suit the special demands. Ade Adepitan, a wheelchair basketball sportsperson and TV presenter can be a suitable celebrity endorsement to increase the product when he is somebody the key part can truly relate to will help achieve consciousness and furthermore make a positive manufacturer reputation that may create require; and therefore earnings and profits.
Issuing the mobile phone using a competitive price of £60 is suitably competitive and will create require; helping to accomplish the £7 million income objective if perhaps 116, 666 units are offered within the two year time scale. Endorsing this product in the UK only will help assess if the product is largely successful to its crucial segment, and after the 2 year objective is definitely attained, further more action can take place to make the product get global. Reduce production costs will take place if an suitable manufacturer is located; who follows all honest procedures the rand name wants to encourage, in addition to supplying the business with great production device price rates so that the most possible earnings and earnings can be produced.
Furthermore, a ‘green policy’, known as a policy to help business lead greener lives, can promote the brand being extremely enough with its production, enticing buyers and portraying the brand image to be honest and reasonable. Nevertheless green policies are very expensive, which in turn would mean that either a ample sponsor would need to be applied to get, or even a loan would have to occur to apply such activities. Action All tasks taking place to get the release will be handled by a staff leader – essential for the achievements of team member interaction and process success.
This will likely then become approved by a main, overall director of the complete launch, thus all task deadlines happen to be met and workloads happen to be of a substantial standard to improve the quality of the promotion. A moment management device named a Gantt chart will be applied so almost all tasks happen to be clearly displayed, along with their time deadlines to help guide commanders and motivate team members to strive to develop a task to benefit the brand’s start. This will end up being combined with a crucial path evaluation, where all shortest possible instances in which responsibilities can be finished are shown to avoid delaying the entire launch.
Example Essential Path Evaluation, Source: http://tutor2u.net Control Two things will efficiently measure the regarding awareness and gather a precise estimate. First of all the product sales records will be analysed. A growth in sales indicates the rise of awareness and any preliminary sales coming from year a single indicate consumer’s knowledge of the item.
A customer survey will also be unveiled to specific geographical spots and the outcomes will give a sign as to who and how far spread the awareness of the branch has reached. An appropriate measure to spot whether or not the production costs have been reduced should be to look at energy bills to see if the change in production equipment or manufacturers has become an effective modification. To determine whether revenue will certainly reach 7 million pounds can be watched by customer loyalty and re-purchasing.
A top customer re-purchase rate is actually a strong sign that the brand is respectable and trustworthy with their products and service. Chee, H. and Harris, Ur., (1998), Global marketing strategy, London: Financial Instances Pitman Submitting. Frazier, G. L. and Summer, J. O., (2011), Contemporary Thoughts about Marketing Practice, [e-book] Marketing Classics Press.
Available at: Yahoo Books http://books.google.co.uk/books?id=eqn23RV52hEC&pg=PA217&dq=push+pull+strategy+definition&hl=en&sa=X&ei=IHeqT7y9DIqw0QWDgOXlAw&ved=0CDYQ6AEwAA#v=onepage&q=push%20pull%20strategy%20definition&f=false [accessed 24/04/2012] Freitag, D., (2005), Essential The Impact of Culture on International Marketing Plans and Review of the French Wine Industry, Munich: Grin Publishing, 1(1), p. 12-15. GanttCharts, (2012), [image online] available at:
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