Executive Summery
Super software is a publicly owned company that has been in the business for the last ten years. The company is in the business of building selling customized software for businesses. As of last year, the company had a dedicated client base of 500 clients. The company was in the tear 2004 by a man named Sam Smith and he is still the CEO of the company. Over the years, the company has grown from the four employees in the first year to over 200 employees presently. Since inception, the company has increased profit margins and market share year to year since its foundation. For example, the company made post-tax profits of about 2.7 million in the last financial year. This was an increase from 7.1 to 12.4 percent in shareholder returns.
Branding Strategy
The name of the company will be Super Software. This will give the impression of the quality of the product of the company. Since the company is a technological company, it is appropriate that the logo is technologically inclined (Hua, Mei & Hanjalic, 2011); therefore the logo will be of a computer monitor with a cap flying in the wind behind it like a super hero. This will speak to the superior quality of the product. Since the company is in a bid to counter the competition, the slogan must be catchy so that to attract the customers. The slogan therefore is “transformation, just the way you want it”.
Marketing Strategy
The Super Software Company’s marketing strategy will be based on getting the targeted audience to know all about the quality of the product.
Phase 1: This phase involves getting the information to the client. This will include making sure that every segment of the market gets to know about the quality of the product that the company deals with. Primarily the advertisements will be targeted towards the market segments that the company is least popular with. The purpose of this endeavor will be to increase the company’s market share as much as possible by getting new clients who are not loyal to any one company in the same market. This phase is approximated to take about 3 to 4 weeks (Cady & Buzzell, 1986).
Phase 2: This phase will involve the company tactically aligning itself with other companies that have comparable consumer demographics. One company that the company should consider is Startech Company. This company will be a perfect match since it deals in products that complement the products of Super Software. Startech Company deals in hardware components for computers such as customized monitors, keyboards and mouse pads. Alignment of these two companies will ensure that both the companies will benefit from a larger market share and consequently profitability. This phase will take place in the second month of the marketing strategy and is expected to take effect within two months of implementation.
Phase 3: Phase 3 will be the final phase and will include “grassroots” advertisements. This form of advertisement involves the company’s dedicated clients spreading the word to new clients through a variety of methods. One of the major ways for doing this is that the company will give the clients merchandise that the said client will give out for free and the company will get a bonus depending on the new clients that it will generate. The new client will also get a bonus as an incentive for remaining with the company. This phase will take three months to effect and will be implemented in the third month of the marketing strategy.
The reason behind phasing this marketing strategy is to be able to evaluate the effectiveness of each marketing strategy.
Brand Positioning Statement
The company will be able to cater for all the technological needs of the clients who are not and do not have to be technological experts to navigate the customized software which is unlike any other that is in the market in meeting whatever need the customer has. The time frame for executing this positioning statement will position the company in a position of attracting new customers and retaining the already established ones.
Marketing Science
The relevant marketing science that the company will exploit so as to optimize on getting new clients is advertising optimization. This is because of the fact that the company is already established and it already has a dominant market share. Since other companies are reinventing their brands, this will mean more competition for the company. The company has to therefore increase awareness of its products through advertising and other marketing strategies in order to get new clients and retain the old clientele. Advertising optimization means the best combination of positioning, the product image and the right advertising media. Advertisement optimization will also ensure that the company knows what product to advertise and how long the product should be exposed to the public for the best results. The way that the product is placed in the market will determine the how the clients will behave towards the product (Clifton & Ahmad, 2009).
Mission Statement and Company Introduction
Super Software Company mission statement is to provide a means of technological advancements in a simple and convenient way. Star software was begun in 2004 as a small computer software programming company. Since then the company has grown to become one of the largest technological companies in the market in terms of market share.
The company is located in New York, the company has only one branch in the country and but this does not limit the capabilities of the company whatsoever. The company has a website that has a simple user interface to enable any client to contact the company and place his or her requests. The company is geared towards customer satisfaction and retention.
The company’s major specialization is in customized software. This ensures that the company makes software products according to the specifications of the customer. This is unlike any other company in the same market. With the reinvention of competitors in the market, the company has seen the need to reassert its dominance in the market by retaining its client base and getting new one.
With this in mind, the company is about to take a major leap forward. In addition to the massive marketing campaign that the company is about to indulge in the next financial year, Super Software is also poised to align with another mega company in the same market. This will ensure that both companies will have larger market shares and offer the clients a better experience than they could have expected (Dorf, 1999). This is because the company continually increases in its optimization process which enables the company to give the clients the best services. In addition the company is certified ensuring that the company’s products meets the highest of standards.
References
Cady, J., & Buzzell, R. (1986). Strategic marketing. Boston: Little, Brown.
Clifton, R., & Ahmad, S. (2009). Brands and branding. New York: Bloomberg Press.
Dorf, R. (1999). The technology management handbook. Boca Raton, FL: CRC Press.
Hua, X., Mei, T., & Hanjalic, A. (2011). Online multimedia advertising. Hershey, PA: Information Science Reference.
