The latest advertising campaign of HUL via Facebook and print ad has made a mark in being unique and giving a standard reply to the Ex England captain Michael Vaughan. It an opportunity that HUL has capitalized on, they have picked on a controversial statement and used it as a awareness and comprehension quotient for their advertising campaign. The ad gives us a clear indication that advertisement can also be done by relating it to the topics that are of generic importance. This helps us in gathering attention of the target audience and spread awareness too.VASELINE USES A STATEMENT TO COMPREHEND
The latest advertising campaign of HUL via Facebook and print ad has made a mark in being unique and giving a standard reply to the Ex England captain Michael Vaughan. It an opportunity that HUL has capitalized on, they have picked on a controversial statement and used it as a awareness and comprehension quotient for their advertising campaign. The ad gives us a clear indication that advertisement can also be done by relating it to the topics that are of generic importance. This helps us in gathering attention of the target audience and spread awareness too.
NICHE AND MASS MARKETING
Niche Marketing delas a particular set of Customer groups which means fewer customer and easier application of marketing mix because there are less people to target, and followed by advertisement and less of distribution Channels.
Mass marketing deals with selling products on a large scale before segmenting it into mass or niche you should have a proper knowledge of the market of what customer wants and would seeliing of your product in the market would possibly create demand so thus it includes three major steps knowledge , application and further analysis in terms of competitors because as a new company u need to see whether your competitors are not already following a marketing strategy which relates to proving the products at a discounted rate so the new company should think of some innovative marketing strategy because being a new company they cannot lower down their price.
MARKETING INFORMATION......CONTINUED
Internal Company records and Marketing Intelligence
Marketing managers basically rely on internal records of orders, sales, cost, inventory levels which thereby helps us is in spotting opportunities and problems.
The Order to payment Cycle
The heart of internal records is order to payment cycle. Sales representatives send orders to customers of the firm. The sales department presents invoices and generates other billing and shipping documents. So, today’s companies in order to improve the accuracy, efficiency and speed use of internet and extranet has increased so that timely delivery is done and customer only favors those who are fast and punctual in this work. E.g. Cisco connection online allowed the computer networking leader to connect with all its suppliers, manufacturers, distributors, retailers which helps in reduction of cycles and thus there is saving of money and faster dissemination of information.
Sales Information System
Sales information system is very important because it not only helps marketers know the current trend of sales. E.g. Wall mart kept an hourly update of every customer, store. It once saw that the east coast store sales were dropping, the marketing dept immediately contacted the store people and they found that the computers and monitors were not displayed so the customer was unaware about the posted price of the good. As, soon as the marketing department got to know about the problem they solved it by restarting the monitors and thus sales soon start to pick up. It means utilizing the information in order to understand the needs of the customer through required market information. The marketers also get the market related information from reliance world and Sify Way.
Databases, Data warehouse, Data Mining
In today scenario companies organize their information into databases like consumer database containing what he has bought, name address, demographics thus helps the company in determining what customer has the highest purchasing power to mail him the new offer and thus marketers are able to generate information and thus market their product.
Market Intelligence System
It is about how the mangers get to know about the recent Devt through newspaper, publications and internet, interaction with customers. Refer book.
It tells us the various sources through which the organization help in generating marketing information about the market and thus benefiting themselves
1 Motivate distributors, intermediaries, suppliers for passing on the intelligence
2 Networks Externally
3 Take advantages of Government Resources
4 Set up a customer advisory planning
5 Possible information from outside suppliers
6 Use online customer feedback for collecting competitive intelligence.
Creative advertisements : What not to do
Advertisements that will give you a mental workout
What do you think this print ad is trying to convey?
Does it help that the slogan is - The Bite of The Coffee?
This ad by Stella™ suffers from one of the most common mistakes advertisers make:
Decorating without Persuading
Graphic artists generally create a visual style and call it “branding.” This is fine if your product is related to fashion, is a fragrance, an attitude or a lifestyle, but God help you if you sell a service or a product that’s meant to perform.
You might be blown away by the beauty of the design and think that it represents you well. That it is the right mood for your product or service, and will help you generate some sales; But sorry to disappoint you, your bankers disagree.
Check out this advertisement -
Creative genius right?
Still while the viewers greatly commended the ad, they maintained that they would not buy the product unless the technical anomalies were rectified.
So this becomes an example of Involving without Persuading
The best ads cause customers to see themselves taking the action you desire. These ads deliver:
INVOLVEMENT & CLARITY
(A.) delivering a clear message.
(B.) explaining the benefit to the customer.
(C.) substantiating their claims,
All causing the customer to imagine themselves taking the desired action.
Do you believe the public has to like an ad for the ad to be effective?
MARKETING INFORMATION
Marketing information is all about observing the outside environment in order to know and gather as much information as you want which help us analyzing the fact what we gained during interaction with the customer thereby help in knowing the buying behavior, wants and preferences. Marketers help us in extensive consumption patterns over and across countries. E.g. Swiss consume most chocolates. Another problem arise is that organizations which do not have a marketing department for them Market Information system which consists of people, gather, sort , analyze, evaluate , distribute the need of customer through this information system. It relies on the following aspects: -
Internal Company records
Market Intelligence System
Market Research
NEW PRODUCT DEVELOPEMENT
It includes the following stages: -
Idea Generation: - it tells us the idea of a particular person about a particular product which may be relating to line filling or line pruning so that focus is made on specific projects or normally an idea to compete with the rivals in the market.
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| Source:- qsinnovations.com |
Idea Screening: - It is all about giving life to the idea in the form of some document or some Information of what it is all about.
Business Analysis: - It is all about whether the idea is feasible after careful marketing research and see whether the customer needs and wants are fulfilling the several aspects like political, economic and technological – can be the required technology needed for the product to be built which is actually being technologically advanced, social- issues relating to csr. It also does the SWOT of the product so to see that after careful evaluation of external factors we can predict the opportunity and threat for the product whereas the internal factor tells us about the strengths and weaknesses. It also focuses also on building strategic alternatives by matching an internal factor with an external factor which helps us in coming up with relative alternatives to support the main strategic objective. E.g. A company can match the internal factor flexibility with an external factor which is govt law which helps us in planning all the business processes according to the new law which would occur in the future time.
HIERARCHY OF EFFECT MODEL
It helps in defining how advertising works in different stages. There are subsequent objectives attached with each stage and has its own importance. It is said that it is not necessary that an organization has to start from the first stage, it depends on the brand penetration in the minds of the customer.
AWARENESS
“I AM PRESENT IN THE MARKET”
It is the first phase where you make your target audience aware about your brand. It is that step where the company provides the right brand knowledge so that a perception is generated. This helps in generating a requisite brand recall and brand recognition.
E.g.
Ford has been running for 6 years for producing the highest quality American cars, No one can make this statement.
Maruti SX4 (Associating it with men, it states that brand is inducing a relevance and building a strong mental association with the target audience)
COMPREHENSION
In this phase you convey the USP of the brand and define the Point of Parity and Point of Difference for the same.
E.g.
Rolce Royce latest print Ad of the new car “Ghost” is an example for Brand focusing on Comprehension and Awareness
CONVICTION
It is the stage where you reinforce your message to build a conviction for the customer who wants to buy your product.
E.g.
Helpage India, Max New York Life, Vodafone latest advertisement on Sharing Credits ( Banging on the inner desire and building conviction for the final purchase of the product.
ACTION
It is the last stage where advertisers announce a sales promotion campaign to make the target audience reach at the Point of Sale. It is done to increase the footfall and final purchase. Information has to be there to signify that why action is taking place.
E.g.
Wall Mart print Ads for conveying the discounts being put up, Beverly Hills polo Club announcing flat 40% discount on apparels and footwear.
“The major shortcoming is to measure the effectiveness, where the shortage of funds does the damage”
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