Discuss About The Competitive Positioning Marketing Strategy?
effectively communicate with our target market our key message to them is that as #salty we care about their sense of fashion and we understand that they need to make a statement with their beachwear clothing and look good, and as such our products are trendy, always up to date with current fashion trends in Australia with color and vibrant patterns added to the design of our beachwear products. On top of this, our products are designed for high performance and that it’s pricing is right and affordable to them and that our products range caters for both warmer and cooler periods of time.1
The source of our key message include the age bracket of our target customers, their sense of fashion, purchase power of the target group, high performance and whether patterns in Australia.
The age bracket of our target market niche will inform us the nature of the customers we are dealing. In our case, the age brackets of 16 – 25 years old are young people with put in great effort to look good before their peers and anyone important to them. They are mindful about their looks because in this particular group many of them want to be seen as young people who are up to date with current trends and set pace for others to follow in the end nearly every one is involved in trying to outpace the other2. The age bracket also informs the purchasing power of our target clients which calls for fairly affordable prices but which are above standard prices to make sense when the products are said to be classy. It is important to highlight the fact that our products are of high performance because when in beach young people get involved in sporting activities and as such we our product must be said to be enhancing performance by giving them comfortable wear that will bring out the best in them when swimming or doing any sporting activities at the beach or indoor3.
1Del I Hawkins and David L Mothersbaugh, Consumer Behavior (2011).
2Graham J Hooley and others, Marketing Strategy & Competitive Positioning (1st edn, 2010).
3Jim Avery, Advertising Campaign Planning (Melvin & Leigh, Publishers 2016).
The rationale for carrying out this promotional campaign is that #salty is a new company with new products in the market. It has to carry out a promotional campaign to make its name known to the clients or target market in order to get sales. The need for promotional campaign is further coupled by the fact that #salty target market niche is that of young people who are fond of operating in “out of sight out of mind” mode. They always want to be associated with something known or a brand in the market which is known to be classy and fashionable. Therefore, a promotional campaign will provide and opportunity to #salty to showcase its superior design and colorful products to the target market in order attract their attentions and in turn boost sales4.
#Salty aims to meet an objective of creating awareness for its name and product in the market. Put differently, #Salty wants to create a brand in the market, a brand that is known for its fashion, affordability as well as high performance. The company is aware that in meeting these objectives, the sales will also pick up to the levels needed for the company to remain afloat in business and make profits for growth and development/expansion.
The company is targeting young people between the ages of 16 – 25 years for its promotional campaign.
#Salty Company has a range of athletic beachwear products that are of high quality and available for both males and females. The products are of high performance as well as colorful and trendy and consist of shorts and Waterboys for our male customers and one-piece and two-piece swimwear for the females.
4Justin R Levy, Facebook Marketing (Que Pub 2010).
Our brands are trendy; they go hand in hand with latest fashion trends in Australia and also keep an eye on the major trends across the world. They are perfect match for someone who wants to look stylish and appealing while at the same time having high performance while participating in athletic activities at the beach or indoor arena. Our pricing is also right, that makes the product affordable to our customers yet they are able to get a product that will not
only make them look fashionable but also boost the performance of their athletic activities. You don’t easily get this kind of a deal! 5.
Our products are eco-friendly and for every product that we sell a percentage of it goes to funding programs that aim to preserve our natural environment and have clean air for everyone in Australia and the world by extension. As #salty we mind about our environment we recognize the fact that it is our collective responsibility to ensure that we have a clean and hospitable environment for everyone in order to make athletics enjoyable as well as other activities across Australia.
Our actual campaign message will be kept brief, on point and catchy in order to attract the attention of our target market within the shortest time possible. These messages will be revealed to them during strategic periods of time such as when a favorite soap opera among the age group is running on TV. The bill boards containing our products will also be placed near schools, Colleges or Universities in order to expose them to the largest percentage of our target market as possible. Our promotional campaign message will occasionally appear as feeds on social media platform such as Twitter because #salty understands that our market niche is well connected on social media platforms and will likely meet a good percentage of them if it advertises through these platforms.
5Jim Avery, Advertising Campaign Planning (Melvin & Leigh, Publishers 2016).
Client/company name: #Salty
Brand/Product: Athletic beachwear
Length: 30 seconds
|
Step |
Voice Over |
Female (FVO) |
Music |
|
1 (10 sec) |
Are you trendy and classy? And always looking to impress? |
Soft music |
|
|
2 (7 secs) |
No Voice over |
Then look no more, #Salty brings you trendy and fashionable athletic beachwear at affordable cost!! |
Soft music |
|
3 (13secs) |
Yes!! |
Hurry up grab a nice and colourful beachwear for yourself whilst stock last, like our Facebook page #Salty trends for more information |
Soft music |
#Salty intends to use a combination of media channels that will be effective in reaching its target market. The company will use Television and Radio stations to reach out those type of clients who like to watch TV and listening to Radio given that a good number of #salty target market like watching TV for the favorite Soap Operas or any other TV programs or listening to Radio mostly for good music6. More specifically, #salty will place its adverts on KIIS radio station because the company feels that it has good share of our target market in terms of its listeners. For TV, #salty, will use FOX8 channel as it also command a good number of viewers in Australia The company will also use social media platforms such as Facebook, twitter and Instagram to reach out to the young adults who are mostly found in these platforms. 7
Our target market is the young age bracket of 16-25 years. This is a group that is still very vibrant in terms activities like attending social gatherings such as competitions or tournaments. They are also quite cautious about what they wear and how they look7.
6Sven Wilde, Viral Marketing Within Social Networking Sites (Diplomica Verlag 2014).
7Jenniffer Craik, Is Australian Fashion And Dress Distinctively Australian?. Fashion Theory (Books for Libraries Press 2009).
Our advertising should majorly focus on Melbourne Australia market as this is where we have our products available on stalls however customers in other parts of Australia can order their items via any of our social media channels and we shall deliver to them via local courier service.
#salty always put into consideration the feedback we get from our clients in as we ask them to comment on our social platforms about their experience with our products. This is a continuous process which the company reviews from time to time in order to stay trendy and true to its promise of offering our clients the best in terms of fashionable and high performance products.
#salty has contingency measure in place in the event of unexpected turn of events in this promotional campaign. We envisage that the would be feedback from clients and our own observation in the way promotional campaign will run that we may need to make adjustments in order to continue improving on our marketing strategy and reach more target clients. In view of this we have budgetary allocation for this purpose set at 30% of the total budget of the initial campaign8
#salty intends to use a number of channels to reach out to its target clients as follows;
8Yasuharu Fujiwara, ‘The Influence Of Clothings On The Perception Of Personal-Traits And Personal-Traits On The Perception Of Clothings’ (2008) 40 Sen’i Kikai Gakkaishi (Journal of the Textile Machinery Society of Japan).
The company will focus on specific deliverables that will inform the success of the promotional campaign to determine the effectiveness of the campaign. For social media platforms #salt will look out for increase in sales leads generated from these platforms compared to previous numbers.9 It will also assess the increase in the number of likes it’s for Facebook page and followers for Twitter and Instagram (IG) handles. The same measure will be used to evaluate success of fliers’ distributed as it contains links to our pages and website10. The links are specific to the fliers such that the company would be able to know social media or website visits originating from fliers. The performance of the celebrity chosen will be measure through crowd he/she is able to pull when conducting promotional gigs for #salty11.
Conclusion
In conclusion, promotional campaign is one of the fundamental aspects of the any successful company. Given that #salty products follow fashion trends closely and are of high performance we have no doubt that our products will be a success in the market and be able to compete favorable with the competition in the market. The company will asses the performance of this campaign and come up with necessary additions or subtractions in its continued endeavor to be the company of choice for the athletic beachwear products.
9Kurt W. Rothschild, ‘Trends And Fashions – A Note On Changing Research Patterns’ (2009) 219 Jahrbücher für Nationalökonomie und Statistik.
10Markus Stahlberg and Ville Maila, Multichannel Marketing Ecosystems (2013).
11Sven Wilde, Viral Marketing Within Social Networking Sites (Diplomica Verlag 2014).
References
Avery J, Advertising Campaign Planning (Melvin & Leigh, Publishers 2016)
Chaffey D, Internet Marketing (Prentice Hall Financial Times 2011)
Craik J, Is Australian Fashion And Dress Distinctively Australian?. Fashion Theory (Books for Libraries Press 2009)
Ferrell O, Marketing Strategy (Cengage Learning 2016)
Fujiwara Y, ‘The Influence Of Clothings On The Perception Of Personal-Traits And Personal-Traits On The Perception Of Clothings’ (2008) 40 Sen’i Kikai Gakkaishi (Journal of the Textile Machinery Society of Japan)
Hawkins D and Mothersbaugh D, Consumer Behavior (2011)
Hooley G and others, Marketing Strategy & Competitive Positioning (1st edn, 2010)
Levy J, Facebook Marketing (Que Pub 2010)
Rothschild K, ‘Trends And Fashions – A Note On Changing Research Patterns’ (2009) 219 Jahrbücher für Nationalökonomie und Statistik
Stahlberg M and Maila V, Multichannel Marketing Ecosystems (2013)
Wilde S, Viral Marketing Within Social Networking Sites (Diplomica Verlag 2014)
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