Example Of Three Marketing Cases Essay

Well-planned marketing is always vital for launching the new service. First and foremost, it is of great importance to build up the channels through which the company will communicate with the customers. There are great differences between the people of different ages. Internet will be especially helpful for communication with the young customers. In the meantime, the older and more conservative customers should be approached differently. Personal offline conversation is likely to be the most effective way of communicating with such customers. The same thing concerns advertising – online advertising should be targeted at the young customers and traditional advertising will be effective with the older customers.
What is more, the customers should get familiar with the new company and the founders that stay behind. There should be sufficient information about the services, founders, history of the company, vision and mission, contact details, etc. on the company’s web-site and in the social media. Articles, press releases and promotional materials that are distributed online and offline will attract attention of the potential customers too. It is important to evaluate in advance which PR tools will be the most efficient and useful.
Finally, nowadays most companies compete based on the value and offer numerous incentives in order to attract and keep the clients. The company should prepare several service packages instead of offering a simple product at the very low price. The customers should see the real value in the new service – so detailed description of the services, presentation of the case studies and video promotion should raise awareness about the new services and encourage the customers to get in touch with the sales staff or consultants of the company.
In order to increase its winter business, a summer resort needs to think of the new business strategy that will be targeted at the creation of the center of winter activity. If the resort is located in the climate zone in which it snows in the winter, developing the winter business becomes much easier, because people will come to ski, sledge, ride snowmobiles, etc. In the meantime if the climate is warm, there should be some other types of attractions that the tourists will like. In any case, the resort should think of the range of activities that will be interesting to do in the winter.
It is important to offer a mix of inside and outside activities in order to attract the families and large groups of tourists. If the summer resort is located in the nature, one can do winter sports there. At the same time, the new facilities such as SPA, a tennis court or a swimming pool will be used if the weather is bad or if the guests do not like being outside in the winter. Next, the resort should renovate all rooms and other premises in order to provide the guests with warm and safe accommodation in winter. Trails, tracks, paths and roads also should be rearranged in order to reduce the risk of injuries.
The last but not least, the owners of the summer resort should think of the stay packages that will be interesting for the customers. In winter there are three popular holidays – Christmas, New Year and St. Valentine’s Day. At Christmas the resort might not have enough guests, but the New Year Day and St. Valentine’s Day are the holidays when people prefer to do something interesting, for example to go away for a long weekend. A separate set of packages should be targeted at the families if there are different kinds of outside and inside activities. Thus the resort will function like a cruise ship when each of the guests will be able find a suitable activity. Finally, a separate category of the customers is the private companies that would like to organize trainings, conferences and other types of meetings in winter. For the corporate clients there should be additional facilities such as the conference hall and the restaurant that has enough space for the large groups of visitors.
First and foremost, she should keep in mind that the cosmetics market is highly competitive and there are many strong multinational companies that over high-quality products. So before deciding whether it is worth marketing a new product she should carefully evaluate the market and understand what kind of opportunities she has. If the market is too competitive or mature, she should try to sell her innovative skin care product to a large company or find an investor that will agree to provide the financial resources for launching the new product in the market.
Nevertheless, if she would like to start a small business that will be built around her skin care product, she should think of the where, how and who to sell her product to. Because it is the product that helps to slow down the ageing process, the target audience should be the women that are older than 25 years old. So she could rent a small store for retail sales, because women usually buy cosmetics offline. Another alternative is to find the stores that will agree to sell her product for a commission fee. Additionally she could use online sales in order to maximize the revenue and spread the information about her product around the potential buyers. By means of the digital advertising - Google Ads or Facebook Ads - she will be able to select the target audience and the location where she will advertise her product.
Finally, because the product is new and unknown, she should spend a lot of time and resources for presenting the product to the potential buyers. Besides digital marketing, she should participate in the events in which she will meet the potential buyers. Advertising in the local media and near the places in which women prefer to buy cosmetics will raise awareness about the product. If she decides to open her own store or sell the product in the other local stores, she should prepare some testers and booklets that will explain the benefits of use of the new skin care product. She should also explain the product details to the sales staff that will directly communicate with the buyers.