Module 5
‘’Rent-a-Board’’ is keeping its focus on targeting teen and young aged customers and I duly understand that when it comes to young customer segment, marketing message should be unique and we need to stand out from the competitors. Therefore, before infiltrating the target market segment and framing the marketing plan, I need to understand the customer’s concerns and what my rivals are lacking. While writing this, I recall what the great- Steve Jobs said while launching IPhone in 2008’’ We all have smartphones, but we hate these crappy smartphones, and Apple wanted to make this experience better, and we know that we can do better than the rest’’.
Therefore, it is my ultimate task to understand what experience my customers are lacking or what kind of improvisation they are ready to pay for. Is it about the board, is it about the surfing accessories or the ancillary support for weather forecasts? In order to collect this data, I intend to conduct primary research through a survey and conversation with surfers on the beach. Once I am satisfied with the responses, I will plan my marketing strategy and advertising medium. However, I intend to keep the message simple:
The message will be aligned with with in-app advertisements in music apps such as Pandora, which I will use for advertising my product and the distinct features amongst the target customers. While this advertising medium will be in under my budget, it is also a perfect arena to reach my customers.(Lane, 2011)
References
Business Insider. (n.d.). Screw focus groups, make what you want. Retrieved April 7, 2016, from http://www.businessinsider.com/how-to-run-your-company-like-apple-2012-2?IR=T#screw-focus-groups-make-what-you-want-4
Lane, W.R., King, K.W., and Reichert, T. (2011). Kleppner’s Advertising and Procedure (18th edition). Uppper Saddle River, NJ: Prentice Hall
Reply#1:
Dear Lewis,
Nice post.
Although it is the first time I am replying to you, but I found your project really unique amongst all of us. Targeting a luxury segment and that with watches is not an easy job and you will need to gather your perfect resources to ace this one.(Coolidge) Therefore, having read your marketing research technique, I believe that even under the short-term you should use VALS study as watches are not a need-based commodity anymore and is solely sold on the exclusivity and uniqueness of the brand. Therefore, targeting the customers by accessing their lifestyle needs is a more logical step rather than through surveys. Stated otherwise, your marketing plan should be focused on adding exclusivity amongst the target customers.(Lane, 2011)
Regards,
Jay
References
Coolidge, C. (n.d.). MSG Management Study Guide. Retrieved April 10, 2016, from http://www.managementstudyguide.com/advertising-process.htm
Lane, W.R., King, K.W., and Reichert, T. (2011). Kleppner’s Advertising and Procedure (18th edition). Uppper Saddle River, NJ: Prentice Hall
Reply#2:
Dear Olivia,
I really like the advertising message- Stayawhile..Its a game time’’! This is really catchy one.
While I agree with the marketing research methods suggested by you for video game marketing, but I have two suggestions. First, you may also include regression analysis in order to Statistically analyze as what factors affects the gaming behavior of the video game players.(Greenwald, 2014) This will help you frame better marketing ideas. Secondly, I don’t think you should include the historical aspects of video games as not only this is irrelevant for the present day players and this will only add unnecessary costs to your research budget. (Lane,2011)
Overall, a fantastic post!
Regards,
Jay
References
Greenwald, M. (2014, July 10). Secrets Of 7 Of The Most Effective Ad Campaigns. Retrieved April 10, 2016, from http://www.forbes.com/sites/michellegreenwald/2014/07/10/secrets-of-7-of-the-most-effective-ad-campaigns/#3e131e6e1220
Lane, W.R., King, K.W., and Reichert, T. (2011). Kleppner’s Advertising and Procedure (18th edition). Upper Saddle River, NJ: Prentice Hall
