Market Communications: Bulldog Natural Grooming Brand - Case Study Example

Market Communications The Bulldog Natural grooming brand was started by Simon Duffy in an attempt to come up with natural skin care products for men.His idea was triggered by the lack of Natural skin care products and instead, skin care products made of controversial products were available in the market. Multinational companies in the business such as the L’Oreal, Nivea and Procter and Gamble spend a lot of their capital on marketing (Michael, 2008). If the Bulldog Products are to succeed in the competitive market, marketing ultimately needs to be a top priority for the company. Marketing communications have commonly been known as advertising and promotion. The idea of advertising and promotion aims at reaching the potential customers and the subsequent turning up for the purchase of the advertised products (Michael, 2008). The issue of using natural products in making skin care product is unique and use of marketing communication can assist in the development and growth of the business. Marketing communication is an area of business that ensures that the products of the company are known to the consumer (Steve, 2007). The challenging marketing environment for such products as skin care products calls for a tactical strategy in marketing. According to Steve (2007), business communication can basically be divided into two categories namely external and internal communication. The establishment of a natural skin care brand, marketing them, working to enhance public relations, media management and the direct contact with customers or with other firms like Sainsburys and Boots characterize external communication. Marketing planning on the other hand can be useful in the development of this brand. The SOSTAC model used to plan on the activities of a business and the way forward in the achievement of a competitive market advantage in critical for Bulldog’s brand development (Martha, 2009). The most important element of the SOSTAC model led by the strategy stage can be useful in the strengthening of the natural skin care products for men. Bulldog should exploit the unique nature of the product to gain competitive advantage and use the same to reach majority of the customers in Europe. Strategy as an element establishes the way advertisement will be accomplished in reaching the target group (Martha, 2009). Tactic is another important element in marketing planning and it stipulates the fine details that are significant in achieving the objectives of covering the European market (Martha, 2009). Emotional connection with the customers in gaining market confidence is very vital. This study has revealed that customers do not only seek satisfaction but the need to feel part of the business. The key issues that the Bulldog brands should aim in achieving customer loyalty have been critically addressed in the following keynote. The creation of an interface between bulldog and the customers is relevant in bringing up a strong brand in the market. Successful brands have established a strong connection with the customer such as coke and Pepsi. The various elements that would strengthen the Bulldog brand include the integration of market communication (Steve, 2007). The creation of an advertising message should aim at reaching the targeted customers and at the same time create a positive social impact. The establishment of such slogans would be relevant in reaching the targeted customers. The future of advertising on the other hand ensures the combination of the old modes of advertisement such as the television with the new modes that may include the social sites such as Facebook. The use of billboards that observe the customers’ behavior can be used to evaluate the strategy that reaches a particular segment of the population. Television spot advertising is a new way of advertising and Bulldog should take advantage of the new technology (Michael, 2008). The Role of Marketing Communication in Bulldog Brand Marketing communications will enable the company to reach the targeted audience. This can be achieved through the use of the media which sets out adverts that aim to the customers. The designing in this case should target the men who are the expected and therefore the potential customers for the brand. Information about the product can best be relayed to the potential customers through marketing communication (Derrick, 2007). The intangible characteristics of the natural skin care brands which are uncertain to the customers needs to be addressed. Through marketing communication, the customer should be informed on the characteristics of the product that should lure them to change from the chemical based products to the natural ingredients that make up the Bulldog’s products (Derrick, 2007). Advertising as element of communication aims at creating awareness, positioning the product and differentiation of the same. The exploitation of this aspect by the Bulldog marketing department will help achieve the goal of reaching the majority out of which potential customers can be reached. The role of reminding the customers and therefore ensuring an established contact with the consumers can help build the brand. Sales promotion on the other hand can help in creating an immediate sale for the product (Christine, 2007). Since consumer preference is variable, the need for information about the efficacy of the natural products on their skin should be prioritized. Promotion as an element in marketing communication can play a significant role towards reaching the consumers and as a way of introducing the new product to new customers. The use of seminars to health practitioners and physicians would help win the public confidence towards purchasing the product. The informative and persuasive roles of the promotion activity should be exploited if the product is to reach the larger United Kingdom (Christine, 2007). Basically, in introduction of the products will utilize the informative aspect of marketing communication while in the long run, the persuasive aspect will dominate since marketing involves evolution. The informative role of marketing will not only describe the observable and the unobservable aspects of the product but will also inform the customers on the price of the product. The four aspects of marketing commonly known as four P’s including product, pricing, place and promotion are vital in marketing communication (Yoram, 2009). Personal selling can also be effective in the marketing of this brand; this is also called direct marketing. The conviction needed to gain the personal confidence on the product and why it should be preferred can greatly be covered through this approach (Kotler, 1992). Through marketing and the dissemination of information about the existence of the brand, its features and how it benefits the market targeted will greatly ensure delivering the message to the consumer. Integrated marketing on the other hand, will ensure the coordination of all the marketing activities that communicate with a firm’s customers’ (Kotler, 1992). The SOSTAC Elements in Marketing Communication Plan SOSTAC is an acronym for the six most important elements in marketing communications. This was developed by Paul Smith. It is a planning system that is used by many organizations around the globe and helps in identifying priorities and steps to be taken in marketing a product. It simply comprise of questions that if the marketing managers answers, they come up with a superb plan for their business. It comprises of: Situation – aims at identifying the position at the time of formulating the plan Objective - it establishes the next step or the target of the marketing strategy. Strategy – it identifies the means of accomplishing the objectives, the gig picture. Tactics – it identifies the fine details of accomplishing the objectives. Actions – it identifies what is to be done at specific times and by whom Control – it provides the way to contain, measure and develop the process. A good marketing plan is one of the most important aspects of a successful business. The actively involvement of the plan in the management of the business will ensure success on selling of the product. Each element highlighted above is a key step in the process. The initial stage of the plan as indicated is the situation analysis. The marketing manager should assess the performance of the brand ate present. Further, the manager needs to highlight the competitive marketing advantages that are present and aim at creating them if absent. The fact that Bulldog produces skin care products from natural source makes it unique. Competitive advantage in this business should be aimed at providing unique products to the male segment of the population (Joe, 2009). Additionally, the marketing manager should aim at establishing the marketing mix. The four elements of marketing mix should be considered variably in relation to the line of business one is in. the features of the product should be included in any form of advertising adopted by the manager. Promotion on the other hand is mostly useful in drawing new customers to the market or basically maintaining a contact with the customers (Joe, 2009). The effectiveness of the product mix will lead the brand to greater heights and therefore must be considered during market planning (Don, 1998). The channels of distribution should be assessed on their importance in conveying the message to the customers. The established distributors including the Sainsburys and Boots retailers should be assessed on their approach on advertising and selling the product. Own outlets are very successful in many businesses simply because it cuts down on intermediary expenses. Bulldog should consider developing distribution channels that are under their command. This will improve on reaching many customers and efficient distribution since they report to the same head. The most effective channels that cut down on expenses and reaches majority of the consumers should be considered as the aim of any business is to maximize profits. Events like government restrictions on the use of various products in different countries where Bulldog may be willing to venture should be considered. Other events that are beyond the scope of control by the company should also be put into consideration (John, 2007). The second stage in planning of marketing is the designing of objectives. With the aim to reach the entire Europe, the use of external advertising can be quite important than the use of the traditional methods including the television and magazine advertising. The objectives set should encompass the target of reaching as many customers as possible. The objectives that aim at reaching the majority at a reduced cost should be considered. Use of social websites in reaching the customers should be formulated as an objective in marketing communication. The reasonableness of the objectives in attaining a maximum number of customers should be considered. Use of magazines that are tailor made for men, though traditional can be significant in targeting the right segment of the population (John, 2007). The third stage and the most important in Bulldog intention on reaching the male fraternity is the strategy of achieving the objectives. The products of Bulldog are well segmented within the population and the sole consumers are the men. Since the products have successfully segmented the market, the only aspect remaining is how to reach them. Focusing on the media that greatly reaches the men whether the social websites, magazines or television programs tailored for men can be greatly exploited. The aim is to be seen as a brand that is natural and useful for skin care application by men (Don, 1998). The other most important element in Bulldog’s brand is the tactical plan that is vital in implementing the strategy. The communication tools to be used should include the various tailor made media services for men in order to reach a big segment of the target group. Magazines for men, social websites and the use of television for advertising in the events that are targeted to the men can be vital in marketing the brand. The use of appealing messages that shows the departure from the use of chemicals with controversy to the consequent use of natural substances for skin care can help win a number of clients from the rivals. With the available resources, the manager should be able to evaluate the best strategy for reaching the target group without constraining the budget (Don, 1998). The use of slogans that highlight the natural origin of the ingredients that make up the brand should be consistent while advertising the brand. The use of instant messaging in reaching at the individuals can be very useful in maintaining contact and reaching new customers in the market. The use of the phrases like ‘free’ in sales promotion can be resourceful in ensuring that the resources attributed for this kind of advertising meet their target and are not merely lost to customers who were not initially targeted (Kotler, 1992). . Stage five of the marketing plan is the action plan that should be taken in the attainment of the objectives. In marketing, the question of delegation and responsibility is vital and in Bulldog, the attainment of the objectives requires management with sound resolution. Although this mostly falls in the management of resources including human resource, its implementation is vital for the development of the brand. The decision on when the marketing activities are to take place is important in reaching the majority of consumers. The use of television advertising during certain programs such as football shows like the forth coming world cup would capture within it a large number of men who are the largest football lovers (Sridhar, 2003). Finally, the control and the measurement for the development of the process are significant in assessing whether the performance measurements are related to the objectives. The variables such as the taxing systems of a government are variable and therefore call for review of the entire marketing plan (Sridhar, 2003). Emotional Connection with Customers against Rationale Purchasing In order for the advertisement of the brand to be successful, the development of a connection with the customers is more profitable than the classical believe on consumer satisfaction. Brand allegiance is an element demonstrated by customers who above getting satisfaction, they become loyal to the product. Since the brand is natural, the essence of its use is vital and the customers need to know that they are getting the value for their money. The purchase based on emotional connection can be established on advertisements where they can illustrate the use of the brand by a son with the dad. This will create emotional purchasing decisions than the rational decision of purchasing the brand. Creating such a connection as the loyalty demonstrated with customers buying coke of Pepsi is a long term plan. The brand should be advertised as an essential for all men and eventually, this will gain popularity and without the knowledge emotional purchasing will surpass the rational purchasing. The treatment of customers as if they are part of the business will ensure that the customers become loyal to the product. Creating a perception to the customer that the brand is superior and naturally produced will make the customers realize its importance and therefore exhibit consumer loyalty (Kotler, 1992). Positive experiences with the brand can affect the purchasing will of the customer. Creating the experiences can be achieved through well designed slogans in sales promotions so that the customer will be talking about the product daily. During sales interactions, the brand should demonstrate customer advocacy that will create an emotional connection with the consumer. Entertainment created by Holosonic, a US technology company of developing an audio spotlight system can be introduced in the Brands of Bulldog. Though the idea is to entertain the customers, the connection that the message creates stick to the minds of many and the market grows in the same way (Shoba, 2007). The Future of Advertising A perfect example of a market leader in the laundry industry by Unilever Omo best illustrates the future for marketing. The creation of memorable images of Children splashing mud to each other and the slogan of the right to play has created the connection with the customers. The involvement of the Bulldog brands in such adverts that would advocate for the need to protect the skin naturally would move masses. A new way to interact with the customers needs to be devised to be at par with the changes in technology and communication (Jonathan, 2008). The future of advertising according to Wharton is that in order to counter the fast changing world of marketing, the use of new media to reach a broader audience would be effective. The brand should utilize the internet services as a mode of driving the information to the public (Sridhar, 2003). Partnering with Google search Wharton described the changes brought by the internet and the relationship it will create between the brands and the customers. Moreover, the future of advertising aims at creating a portfolio model that will enable companies to use a traditional mix and new media to reach the right customers. The use of television spots as compared to internet advertising or the communication used currently with the social site like facebook may take over. Basically, a hybrid system of advertising involving the new and the old media can produce the best results (Sridhar, 2003). The maximum utilization of these elements of advertising can positively impact the selling of the Bulldog brands. Though the use of the internet as a means of advertising is overtaking the marketing industry, traditional modes are still significant and their review should be considered in an attempt to reach the customers. The real problem that faces the advertising industry is the failure to develop integration between the power of television and the social media. This will be addressed by the future of advertising. The integral mode of advertising will be helpful to the Bulldog’s brand in not only reaching the Europe market but also in covering the global market (Jonathan, 2008). The aim of the future of advertising project is to alter the techniques used by the advertising managers and to promote radical changes in style that will be workable in advertising. Upon the deliverance of the business message, this should be accompanied by a message that highlights a positive social impact. The main aim of advertising in such brands as in Bulldog is to drive the message to the customer and subsequently have a social impact which in the long run becomes part of human livelihood. The development of a two way customer relationships can be constructed over the internet. Further, the future of advertising will utilize online search advertising as a powerful tool (Ron, 2007). The development of digital advertising will hit the market soon and Bulldog should take advantage of such high audience coverage in order to reach their target customers. For example, a billboard located at a conspicuous location in a city can be used to analyze the number of people passing by it, the time they take watching the advert and their gender. With this, Bulldog can reach the men in an average manner determined by the survey. The advertisement will aim at obtaining information from the audience and therefore fueling message customization. Ultra targeted campaigns will be exploited heavily in the future of advertising and bulldog producing a brand for a specific segment of the population can significantly benefit from such a move (Ron, 2007). The improvements that will be evident in the future of advertising using the new technologies will enhance the visibility, portability and the impact created by such messages. Participation of the audience in advertising will be the key element in the success of future advertising. A two way channel of communication with the customer as part of the future advertising always aim at establishing the preferences of the customers and in so doing a connection is achieved (Ron, 2007). Conclusion It is evident from the study that marketing communications can be of great significance if the brand is to rule in Europe. In the market with strong rivals, the maximum utilization of the element of marketing communication stands in the way for gaining competitive advantage. While advertising have the role of informing the customers, it also plays a significant role in maintaining a contact with them. The SOSTAC elements for marketing planning will play a significant role in the overall achievement of a strong brand. The strategy and the tactic stages of the model have emerged the most important in the implementation of such a plan. Emotional connections have been identified as relevant in attaining customer loyalty. With the role they play in various successful brands, the utility of the same in Bulldog brand can enhance the numbers on constant customers that will always purchase the product. The quality of the brand and the experiences with the brand will ensure the development of loyal customers and therefore strengthen the brand. The future of advertising aims at an integral system that combines both the old ways of advertising and the new social sites. Study of the behavior of mankind will be a major factor in the success of marketing. The establishment of a two way communication channel between the customer and the marketer will play a key role in the future of advertising. References Christine, C. (2007). Improving the Customer Experience (1st ed) School of Business, University of Wales, Wales. Derrick, D. and Brad, V. (2007). Branding Strategy. University of Washington. Washington D.C. Don, E.and Stanley, L. (1998) Integrated Marketing Communications McGraw-Hill Professional, London Joe Cappo (2009). The Future of Advertising: New Media, Clients and New Customers McGraw – Hill Professional, New York. John, E. (2007) Market Communications: Marketing Communication Planning Thomson Learning, London pp 103 Jonathan, M. (2008) Building an emotional connection with customers A Journal of Small Business Success Kit Vol 1Thomson Printers, Italy Kotler, (1992) Developing a Marketing Communications Plan Business Service Agency, Northampton Martha Morris, Walter L. Crimm, L. Carole Wharton (2009) Internal and External Communication Michael, S. (2008). The Advertising and Promotion in Real Time. Department of Management Science, Havard University Havard. Ron Shelvin (2007) Direct’s Emotional Connection with Customers School of Business Press, University of Malaysia, Malaysia. Shoba, M. (2007) Integrated Marketing Communications Indiana Institute of Technology, Madras Sridhar, N. Punnet, M. and Pradeed, K.C. (2003). The Informative versus Persuasive Role of Marketing. School of Business, University of Chicago. Chicago Steve, B. Monica, B. Margaret, T. (2007). Business Management. School of Economics Yale University,Yale. William, J.M and John H.F.(2003) Customer Satisfaction. A Journal of Gallup Management Gallup University Press, Princeton Yoram, J.W and Kevin Werbach (2009) Blend of New and Old Media in the Future of Advertising Warton school of the University of Pennsylvania, Pennsylvania. Read More