In a group of 3 or 4, you need to identify two current advertising campaigns by any two companies and analyse their Marketing communications on the basis of the following aspects:
• Integrated Brand Promotion (IBP)
– Coordinating promotional tools to build and maintain brand awareness, identity, and preference
• STP (segmentation, targeting and positioning)
• Media planning
• Audience (local, international and global)
• Message strategy
• Creativity and appropriateness
• Affect of IBP on company’s sales and growth
LG and Samsung companies are leading brand names in the consumer electronic industry. The success of both the companies has been lies with the effective marketing strategies planned and implemented by the respective organization. With the help of the innovative products and services, the companies can easily cater the needs of the potential customers. This is one of the best methods, through which the companies can easily conquer a larger share in the market. At the time of preparing an effective marketing strategy it is quite essential to analyse the internal and external factors that can directly impact the performance of the company. In order to attract maximum number of clients, and provide the customers with the best options the marketing department constantly work towards effective promotional communication methods. This is done with an intention of catering the expectations of the clients, and serves the best possible deals. In this process, the operational capabilities of the companies are researched, as this will help in providing the deals that will attract the clients. For this, the necessary information is collected from different reliable sources, and the same is analysed by the marketing department. This helps the companies in communicating with the targeted clients from different markets (Ba & Pavlou, 2002).
LG has adopted one of the best competitive strategies, which is meant to improve the returns on the investment. In this process, the company choose to implement the best policies for marketing through which the operational costs can be reduced. Samsung on the other hand prefer to conduct research and development work, prior to implementing the marketing strategies. Both the companies have been keen on implementing the best strategies for integrated brand promotion. Through this method, the promotional messages have been conveyed to the potential clients in an effective manner. Apart from this, the selection of the message has been done so as to attract the clients and retain with the company for a longer period of time. In order to reach out to maximum number of clients, the companies choose digital, word of mouth, or other effective methods. In this process, the management prefer to adopt free, paid, and/or new promotional media for advertising. This has been done with an intention of building brand image, which also includes identifying the preferences of the customers and drafting policies to cater the same. An effort has been made to create brand image and maintain positive relationship with the clients. This would help the company in identifying the preferences of the potential clients. Through the IBP process, the company interacts with the audiences and develop new strategies through which the sales for the products can be increased. Both the companies follow effective strategies for improving the brand image of the product and services rendered to the clients (Brien, 2014).
LG and Samsung sell quality products and services to the clients from different parts of the world. This has been possible due to STP or segmentation, targeting, and promotional activities that has been undertaken by the companies. As per the marketing theory, three factors are quite important for the successful business conduct. Apart from this, it is also possible to target the customers and reach out to the clients, in the best possible manner. Through this method, both the company choose the best marketing mix, which will help in reaching out to maximum number of clients. LG and Samsung are competitors, and thus work towards adopting and implementing the right marketing communication strategy that will benefit the companies. The process of segmentation is done after analysing the geographical, age, psychographic, and behavioural characters of the individuals. Behaviour aspect is considered to be one of the most important factors as it will helps in analysing the expectations and behavioural changes of the potential clients. This is one of the most important aspects that will help in targeting the customers from different parts of the market. In the similar manner, geographical factors are also important as it will assist in drafting marketing plan for targeting the clients. LG and Samsung sell products and services that are meant to take care of the customers need. This aspect has been covered under the psychographic factors. Both the companies value the customers and opinions presented by the potential customers (Brownlee, 2009).
LG and Samsung are few of the companies that constantly work towards drafting the best policies through which the needs of the customers can be catered in the right manner. This is one of the reasons, both the companies work towards implementing an effective media planning strategies. Through this process, the management of the companies find the best platforms through which the promotional activities can be carried out in the right manner. The prime objective is to reach out to maximum audiences from different parts of the world. For this, the better method is adopted for combining the purpose of the marketing campaigns. LG and Samsung has adopted effective and eye-catching. The slogans attract the attention of the clients, and explain how the company cares for the needs of the potential clients. Media planning is done by experts, and in this process an attempt is made to analyse the type of audiences the company intends to reach out to. Promotional activities are quite important, as it introduces the products to the potential clients. In this process the funds that needs to be invested for carrying out the promotional activities has to be determined. This will help in implementing the steps through which the sales can be increased. Both the companies depend upon online, television, and offline methods for marketing the products sold by the organization (Curtis, & Cobham, 2008).
The purpose for creating motivational and attractive slogans is to attract the audiences from the local and international market. Both the factors are quite important as this will help the management to reach out to maximum number of clients from different markets. In active audience theory, the companies attempt to convey the right type of message to the clients. In this process, the information is passed out not only in passive manner, but through active method as well. In other words, the audiences are involved actively. The process adopted to attract the clients from the local and international market differs from each other. This is because; the message that is intended to be conveyed to the international clients is quite different than the ones that are communicated to the local clients. At the time of planning and implementing the strategies for effective communication, the management of the companies ensure that the cultural aspects of the customers are considered. This has been done with an intention of conveying the right type of message to the clients from different markets. Through the active audience method, the companies attempt to overpower the limitations that are faced by the management with the traditional method (Gummesson, 2002).
Through the message strategy the company attempts to convey the right type of information to the clients, from different markets. This is done with an intention of increasing the sales and brand image amongst the potential clients. Both the companies have adopted simple and effective strategies for conveying the message to the potential customers. Samsung has always worked towards developing and implementing strategies for providing tailored made solutions to the clients from different markets. Such a factor has contributed towards the successful business conduct of the company. In the similar manner, LG believes in rendering quality services to the clients, which will make their lives quite simple. The statements that has been used for conveying the message represents the products that are sold by the companies. Both the companies adopt and implement similar strategies for increasing the sales or approaching the clients. The messages that are intended to be conveyed to the potential clients have to be well drafted, as it needs to convey the message of the company. In this process, the slogans and promotional activities accepted by the rival company has to be analysed as well (Jaimovich, & Siu, 2008).
Marketing strategy adopted by the company has to be unique and creative. Such a factor would help the company to approach maximum number of clients from different markets. Apart from approaching, it is quite important to adopt the right steps through which the brand image for the companies can be improved. The prime objective for adopting creative method is to ensure that the products are described to the clients from different markets. This is also done with an intention of creating a distinct method for caring out the promotional activities for the companies.
In appropriateness factor, the presentation of the marketing or promotional activities is planned to be done in the right manner. This will help the company in attracting the attention of the clients from different markets. Apart from this, the style adopted by the companies has to differ from each other. For this the objective of the marketing plan needs to be analysed, and the corrective steps needs to be taken for implementing the right steps. The concept related to the products and its benefit needs to be communicated in an effective manner with the potential buyers. This will help in increasing the sales for the companies. Apart from this, the strategies adopted by the companies for marketing the products in the local and international market have to differ from each other. This will help in analysing the challenges and drafting the best policy through which the changes can be implemented by the management. Through the appropriateness strategies, LG and Samsung ensure that the right message is conveyed to the potential clients (Kaplan & Haenlein, 2010).
Integrated brand positioning is one of the most important steps that have been undertaken by the company. In this process, the management of the company ensure to position the goods and services sold to the clients in the right manner. At the time of doing so, the management also consider the future objectives of the companies. This will help in doubling the sales and performance for the companies. The sales and performance of LG and Samsung has been doubling up in last 10 years. This has been possible due to the IBP process and methods that has been adopted and implemented by the management. Through this process, the management of the companies can easily reach out to maximum number of clients, from different markets. In this process, the challenges related to the analysing the needs of the customers are analysed. This has to be done with an intention of developing better plans for attracting and retaining the clients from national and international market. the steps that has to be followed for informing the clients about the product details has to be analysed and implemented in the right manner. This will help in improving the performance.
Conclusion
Every company strive for adopting and implementing an effective step through which the sales can be increased. In this process, the challenges that are involved with the process are analysed. This is done with an intention of implementing the right steps for increasing the sales. This is one of the most important aspects through which the company can reach out to maximum number of clients from different markets. Such a process has to be followed for analysing the challenges that are involved in the process of marketing. Apart from this, the marketing strategies adopted by various companies differ from each other. This is because, the products sold by the management differs from each other. Also, it is quite important to adopt different marketing strategies as it will play a key role in doubling the sales for the company. The marketing strategy needs to be simple and effective, as this will help the company to reach out to maximum number of clients at the same time. Marketing strategy has to be communicated as this will help in developing plans for integrated brand position. Such a strategy is quite essential as this will help in approaching maximum number of clients from various markets.
References
Ba S & Pavlou P, 2002. Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS Quarterly, 26(3), 243-268.
Brien M, 2014. Samsung versus Apple: Dueling business models. Retrieved October 28, 2014, from Domicity: https://www.domicity.com/2013/04/samsung-versus-apple/
Brownlee J, 2009. CES: Samsung announces Luxia LEDs, Palm Theater P3, 64GB SSD Digicam and more. Retrieved October 27, 2014, from BoingBoingShop: https://gadgets.boingboing.net/2009/01/07/ces-samsung-announce.html
Curtis G, & Cobham D, 2008. Business information systems: Analysis, design and practice. Harlow: Pearson Education.
Gummesson E, 2002. Relationship marketing in the new economy. Journal of Relationship Marketing, 1(1), 37-57.
Jaimovich N, & Siu H, 2008. The young, the old, and the restless: Demographics and business cycle volatility. Stanford: National Bureau of Economic Research.
Kaplan A & Haenlein M, 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 59-68.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download