Marketing Communications Essays (Examples)
Study Document
Strategic Marketing Plan For Lemon Thirst Energy Drink
… energy drinks segment and is different from other energy drink products in the sense that it is healthier. This paper outlines the strategic marketing plan for the drink in the United States energy drinks market.
Mission Statement
The mission statement of the Lemon Thirst Beverage Company is … the needs of the consumer and enhance the community and the society at the same time via the use of eco-friendly production and marketing methods.
Vision:
The vision of the Lemon Thirst Beverage Company is to become a leader in the manufacturing of healthy and nutritious drinks … entire structure. One of the founders will head the production and operations departments of the Company, while the other will head the administration, marketing, and finance departments of the Company. Because the Company does not have limitless resources, the two founders intend to minimize operational costs and ……
References
References
Ahmed, R. R., Vveinhardt, J., Streimikiene, D., & Awais, M. (2016). Mediating and Marketing factors influence the prescription behavior of Physicians: An Empirical Investigation. Amfiteatru Economic Journal, 18(41), 153-167.
Al-Shaar, L., Vercammen, K., Lu, C., Richardson, S., Tamez, M., & Mattei, J. (2017). Health effects and public health concerns of energy drink consumption in the United States: a mini-review. Frontiers in public health, 5, 225.
Barney, J. B., & Hesterly, W. S. (2010). Strategic management and competitive advantage: Concepts and cases (pp. 4-25). Upper Saddle River, NJ: Prentice-Hall.
Freeman, B., Kelly, B., Vandevijvere, S., & Baur, L. (2016). Young adults: beloved by food and drink marketers and forgotten by public health?. Health promotion international, 31(4), 954-961.
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2012). Strategic management cases: competitiveness and globalization. Cengage Learning.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Kunst, A. (2019). Energy drinks consumption: consumers of energy drinks in the United States in 2018. Statista.
Mahajan, S. (2020). Sports And Energy Drinks Market Size & Share Analysis Report, 2019-2026.
Study Document
Marketing Strategy Creation For OPG
marketing Driven Strategy
In a market driven strategy the customer is the focal point, which means that everything the bar and grill does should … customer value. If there is a match and the pub can do it, the steps should lead to superior performance and a successful marketing driven strategy.
Positioning is key to this process and as Trout and Rivkin (2006) argue, a company must differentiate or die, which is … process and as Trout and Rivkin (2006) argue, a company must differentiate or die, which is what OPG aims to do with its marketing strategy. Using customer benefits and product characteristics as a marketing positioning strategy is the way to go for OPG. OPG’s strengths are its location and its food. Its location in the community is … reason to be loyal to the pub, to buy pub merch, and to promote the pub by word of……
References
References
Dhar, V., & Chang, E. A. (2009). Does chatter matter? The impact of user-generated content on music sales. Journal of Interactive Marketing, 23(4), 300-307.
Lim, X. J., Radzol, A. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Lin, C. F. (2002). Segmenting customer brand preference: demographic or psychographic. Journal of Product & Brand Management, 11(4), 249-268.
Trout, J. & Rivkin, S., (2006). Differentiate or die. In The marketing Gurus (ed. Murray). NY: Penguin.
Study Document
Healthcare Marketing
Introduction
When it comes to healthcare marketing there are certain restrictions that have to be followed under U.S. law. For example, the FDA has rules for companies that want to … to be spread publicly in violation of the privacy rights of patients (Lane, 2019). Moreover, aside from issues of compliance, the nature of marketing has changed to such an extent within the last few decades that much of advertising itself has migrated from old media to new … care by altering where patients go for information about health and healing. In this new complex landscape of regulations and changing technology, healthcare marketing faces new challenges. Fortunately, old formulas can still apply. This paper will describe the strategies and tools that can still be effective in … new challenges. Fortunately, old formulas can still apply. This paper will describe the strategies and tools that can still be effective in healthcare……
References
References
Arnold, D. G., & Oakley, J. L. (2013). The politics and strategy of industry self-regulation: the pharmaceutical industry's principles for ethical direct-to-consumer advertising as a deceptive blocking strategy. Journal of Health Politics, Policy and Law, 38(3), 505-544.
Blythe, J. (2009). Key Concepts in Marketing. Los Angeles: SAGE Publications Ltd.
Chand, S. (2019). Target Marketing: Four Generic Target Marketing Strategies. Retrieved from http://www.yourarticlelibrary.com/marketing/target-marketing-four-generic-target-marketing-strategies/13400
Dolliver, M. (2009). Take care when targeting the younger generations. Retrieved from https://www.adweek.com/digital/take-care-when-targeting-the younger generations-online-113643/
Goi, C. L. (2009). A review of marketing mix: 4Ps or more?. International journal of marketing studies, 1(1), 2.
Hartley, K. & Rudelius, W. (2001). Marketing, The Core, 4th Ed., McGraw-Hill.
Hawn, C. (2009). Take two aspirin and tweet me in the morning: how Twitter, Facebook, and other social media are reshaping health care. Health affairs, 28(2), 361-368.
Lane, T. (2019). Healthcare marketing laws. Retrieved from https://smallbusiness.chron.com/healthcare-marketing-laws-67307.html
Study Document
Fero Beauty
ABC marketing Plan (FERO BEAUTY)
Introduction
The company in question is Fero Beauty. Fero Beauty is a boutique that sells the latest, fashionable and chic … include shoes, accessories such as bracelets and earrings, and clothing for women such as dresses, jeans, and blouses.
In this section of the marketing plan, I will share the company’s pricing and distribution strategy, integrated marketing communications plan, public relations, sales promotion, and personal selling plan, competitive analysis, online and direct marketing plan, and social responsibility/cause-related marketing plan.
Pricing and Distribution Strategy
Pricing alludes to the practice of a business setting the price for retailing its products and services. Distribution … end-user consumption. This section discusses the pricing and distribution strategy for Fero Beauty.
Pricing Strategy
Pricing is one of the components in the marketing mix, and it has a direct impact on the positioning of a product in the market. It is essential……
References
References
Al-Hadban, N., Hadeel, A. G., Al-Hassoun, T., & Hamdi, R. (2014). The Effectiveness of Facebook as a Marketing Tool (Saudi Arabia case study). International Journal of Management & Information Technology, 10(2), 1815-1827.
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.
Deepa, S., & Chitramani, P. (2015). CSR in retailing industry-a case of three retail stores. International Journal of Business and Administration Research Review, 3(9), 128.
Gould, M. (n.d). Pricing Strategies. Research Starters: Academic Topic Overviews.
Khan, S. (2018). Instagram as a marketing tool for luxury brand. International Journal of Management, Business, and Research, 8(2), 126.
Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C. T., & Yau, O. (2009). Principles of marketing: A global perspective. Prentice-Hall.
Palma, A. P. (2016). Effectiveness of Facebook as a free marketing tool. University of Mindanao International Multidisciplinary Research Journal, 1(2), 21-26.
Smith, P. R., & Taylor, J. (2004). Marketing communications: an integrated approach. Kogan Page Publishers.
Study Document
Strategic
marketing to a Target Population and Differentiating Services
The New Product
The new product is a spa that services mothers of young children. It … the mental, physical, social and beauty health support they need through spa relaxation treatment at any time of the working day.
Short Term marketing Objectives
The short term marketing objectives are:
1. To promote the new service—this will include advertising locally with ads online that use targeted marketing
2. To engage the audience—by developing a social media presence and describing what is available at the facility and inviting questions from followers
… all the spa will do is handle the sale and receive a premium for processing the sale.
Target Market
The four basic target marketing strategies are: 1) undifferentiated marketing, 2) differentiated or multi-segment marketing, 3) focus or concentrated targeting, and 4) customized marketing. Undifferentiated marketing refers to the type of approach in marketing……
References
References
Kim, W. & Mauborgne, R. (2005). Blue ocean strategy: From theory to practice. California Management Review, 47(3), 105-121.
Mangold, W. G., & Smith, K. T. (2012). Selling to Millennials with online reviews. Business Horizons, 55(2), 141-153.
Neely, M. E., Schallert, D. L., Mohammed, S. S., Roberts, R. M., & Chen, Y. J. (2009). Self-kindness when facing stress: The role of self-compassion, goal regulation, and support in college students’ well-being. Motivation and Emotion, 33(1), 88-97.
Study Document
Customer Persona For Filshie Clip System
… safe and effective since it enables them to make decisions on getting pregnant when they want. Finally, justified recommendations with respect to the marketing mix have provided.
Introduction
Femcare is a group of companies owned by Utah Medical Products Inc. in the United States. This company has … it is surgical contraceptive device that is used to tie their fallopian tubes. However, an understanding of the target market persona and the marketing mix is critical toward enhancing the ability of the firm to reach the target market and obtain overall profitability. In this report, we … the firm to reach the target market and obtain overall profitability. In this report, we will describe customer persona in detail and provide marketing mix recommendations with respect to the identified target market.
Background
Femcare is best known for manufacturing and distributing Filshie Clip System, which is … turn generates significant competitive advantage……
References
References
Antoun, L., Smith, P., Gupta, J. K., & Clark, T. J 2017. The feasibility, safety, and effectiveness of hysteroscopic sterilization compared with laparoscopic sterilization. American journal of obstetrics and gynecology, vol. 217, no. 5, pp.e571-570. e576.
Beerthuizen, R 2010. State-of-the-art of non-hormonal methods of contraception: V. Female sterilisation. The European Journal of Contraception & Reproductive Health Care, vol. 15, no. 2, pp.124-135.
De Toni, D., Milan, G.S., Saciloto, E.B., & Larentis, F 2017. Pricing strategies and levels and their impact on corporate profitability. Revista de Administracao, vol. 52, no. 2, pp.120-133.
Duran, A 2018. Sink or swim: how to create buyer personas to ensure marketing success. Forbes. Viewed 20 August 2019,
Griffin, A, Noble, CH, Durmusoglu, SS, Luchs, MI, & Swan, S 2015. ‘Chapter 3 Personas: powerful tools for designers’, in Design Thinking : New Product Development Essentials from the PDMA, John Wiley & Sons, Incorporated, Hoboken.
Johnson, S., Pion, C. & Jennings, V 2013. Current methods and attitudes of women towards contraception in Europe and America. Reproductive Health, vol. 10, no. 7, pp.1-9.
Kotler, P., & Keller, K. L. (2015). Marketing Management, Global Edition. Pearson Education Limited: Boston, MA.
Magrath, A.J 1986. When Marketing Services, 4Ps are not enough. Business Horizons, pp.4450.
Study Document
Competitive Advantage And Operations Management
… in turn allowed Apple to innovate at a rapid pace and become the leader in consumer electronics during several critical years when mobile communications were entering the mainstream. The result is that today Apple still has a decent market share in a number of products, a massive … Apple’s success took some time, but they made many right moves, and today benefit from both their innovation expertise, the financial position, the marketing expertise and the power of their brand, which is today the most valuable brand in the world (Interbrand, 2019). Each of these advantages ……
References
References
Deshmukh, G. & Das, R. (2012) Consumer buying behaviour for high involvement products. Asian Journal of Management. Vol. 3 (3) 153-157.
Halton, C. (2019) Credence good. Investopedia. Retrieved March 26, 2020 from https://www.investopedia.com/terms/c/credence-good.asp
Interbrand (2019) Best global brands. Interbrand Retrieved March 26, 2020 from https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/
QSR (2017) The QSR Top 50. QSR Magazine. Retrieved March 26, 2020 from https://www.qsrmagazine.com/content/qsr-50
QuickMBA (2010) The value chain. QuickMBA.com. Retrieved March 26, 2020 from http://www.quickmba.com/strategy/value-chain/
Zhang, B. (2018) The 10 best airlines to fly in North America. Business Insider. Retrieved March 26, 2020 from https://www.businessinsider.com/best-airlines-in-north-america-for-2018-skytrax-2018-10
Study Document
Symbolic Frame Of Organizational Analysis Walt Disney Company
… human consciousness and cognition (Bolman & Deal, 2013, p. 254). The symbolic frame shows how organizations create and implement long-range strategies for management, marketing, and more.
Framing Disney
Few organizations could possibly prove to be a better example of the symbolic frame than the Walt Disney Company. … stories the company tells and sells. Disney manages to blur the distinction between reality and fantasy by leveraging archetypes, myths, and symbols. Its marketing strategies are aligned well……
References
References
“About the Walt Disney Company,” (2020). Retrieved from: https://thewaltdisneycompany.com/about/
Boguszewicz-Kreft, M., Kreft, J. & Zurek, P. (2019). Myth and storytelling: The case of the Walt Disney Company. Myth in Modern Media Management and Marketing. DOI: 10.4018/978-1-5225-9100-9.ch002
Bohas, A. (2014). Transnational firms and the knowledge structure: The case of the Walt Disney Company. Global Society 29(1): 23-41.
Bolman, L.G. & Deal, T.E. (2013). Reframing organizations. John Wiley & Sons.
Di Giovanni, E. (2014). Cultural otherness and global communication in Walt Disney films at the turn of the century. The Translator 9(2): 207-223.
Forbes, W. & Watson, R. (n.d.). Destructive corporate leadership and board loyalty bias. Retrieved from: https://www.city.ac.uk/__data/assets/pdf_file/0005/56372/2A_Forbes.pdf
Wasko, J. (2001). Challenging Disney myths. Journal of Communication Inquiry 23(3): 237-257.
Study Document
Advantages And Disadvantages Of Interrelationships Between Organizational
… Organisational Structure
Organizational Functions
The functions of an organization take into account the different aspects undertaken by the business including production or manufacturing, marketing, sales, accounting as well as research and development. In accordance to Sherman and Thompson (2019), the organizational structure delineates the relationship and interrelations … dissimilar lines of production, the department for every line of production has its own functional groups, for instance, accounting, research and development, and marketing (Jones, 2013). The advantage of this is that every division of the organization has the staff to undertake all the essential functions. Fundamentally, … 2008). Within a matrix organizational structure, the advantage is that every employee operates within a function-oriented department, for instance, finance or sales and marketing, but the employee can be apportioned to projects under various supervisors or managers and also placed into teams with other employees who have ……
References
References
Air India. (2019). Board of Directors. Retrieved from: http://www.airindia.in/board-of-directors.htm
Aquinas, P. G. (2008). Organization structure and design. India: Excel Books India.
Burns, T., & Stalker, G. M. (2005). Mechanistic and organic systems. Organizational Behavior, 2, 214-25.
Choo, S., & Bowley, C. (2007). Emerald Article: Using training and development to affect job satisfaction. Journal of Small Business and Enterprise Development, 14(2),339 - 352.
Cichocki, P., & Irwin, C. (2014). Organization design: A guide to building effective organizations. Kogan Page Publishers.
Civil Aviation. (2019). About Us: Organizational Setup. Retrieved from: http://www.civilaviation.gov.in/en/aboutus/orgsetup
Cunliffe, A. L. (2008). Organization theory. New York: Sage.
Cunliffe, A. L., & Luhman, J. T. (2012). Key concepts in organization theory. New York: Sage.
Study Document
Elite Business Solutions EBS Worldwide Inc Field Report
… to change, and though the website had taught him invaluable lessons, the turned EasyBuyMusic to EBS Worldwide (Rodrigues 2012). Today EBS Worldwide provides marketing tools and services and has offices in India, Europe, and the US. Some of its products are MarketBlox, CreditMax, and PeopleMax.
Changes the … CEO reinvented the company to Elite Business Solutions/Analysis Inc. The new business name reflected the new products the company dealt with, which include marketing and business management tools. This was the most radical change the entrepreneur made by shifting the company from selling music to selling marketing and organizational management tools. Also, the entrepreneur widened the reach of the company from only India, in which EasyBuyMusic operated to a global ……
References
References
Doppelt, B., 2017. Leading change toward sustainability: A change-management guide for business, government, and civil society. Routledge.
EBS Worldwide Inc., 2009. Retrieved from http://www.ebsworldwide.biz/index.php
Financial Express, 2002. EasyBuyMusic renames itself, expands product range. Retrieved from https://www.financialexpress.com/archive/easybuymusic-renames-itself-expands-product-range/37717/
Rodrigues, M., 2012. Five entrepreneurs tell us how they reinvented themselves. India Today. Retrieved from https://www.indiatoday.in/magazine/supplement/story/20120813-business-entrepreneurs-stock-vinay-gupta-nikhil-velpanur-759294-2012-08-01
Shirey, M. R. (2013). Lewin\\\\\\\\\\\\'s theory of planned change as a strategic resource. JONA: The Journal of Nursing Administration, 43(2), 69-72.
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