Ilaz Company: Electronic Products - Essay Example

? Table of Contents Table of Contents 2 0 Introduction The growth of electronics in the current market is one which is offering opportunities on a global level. The available electronics are able to provide a different outlook for those that are interested in the market. Electronic products which are available are one of the leading areas of distribution because of the focus on innovation and new alternatives to the products. A company which may offer electronics is known as Ilaz, specifically which specializes in electronics for entertainment. The company has recently released the Walkman MP3 player Z series. This particular product is able to combine several elements of the past MP3 players into a new alternative for music while providing the next step to listening to music that many can enjoy within the market. The concept of ILaz is one which developed from the main philosophy of providing new and innovative products based on entertainment needs. It was recently established, specifically with the basis of using the new ideologies of engineers to enhance the products and to create unique electronic features which could be introduced on a global basis. The founding ideology is to create innovative products and technical features that enhance entertainment. The mission is to offer high end and newer electronics to the community which will establish entertainment and offer a different use with better alternatives for leisure activities. The vision is to offer several types of electronic products with a strong reputation for quality and enjoyment. The MP3 player which is provided uses some of the technologies which have been produced by other engineers, such as Sony, and enhances these with newer features that provide more alternatives for listening. The meaning of entertainment devices is inclusive of music, video, photography and other digital products that are specific to the entertainment realm. By having this approach, there is the ability to specialize in high – end products that need different resolutions and alternatives for better listening. The product which is offered by Ilaz is the Z-Series Walkman MP3 player. This is an upgrade to the MP3 players offered by other companies, specifically because of the approach to upgrade technology for better use. The main approach is to offer music in the digital, handheld device that has a clear and distinct sound and which has higher resolution with videos for those that are looking at entertainment through the player. The technology used for better sounds and resolution of video includes digital sound enhancement, noise cancelling, clear stereo and clear bass technologies. The ideology is combined with creating an experience with sound, video and other applications. The system has also incorporated content transfer software, which offers music, video and photo that can all be added into the product. There is the ability to have more transfers, automatic options for downloading as well as updates and the support of digital rights management. There is also a management system incorporated, which consists of sorting files, plugging and transferring files and moving from one platform to another, such as from the PC to iTunes. The product has also incorporated options of moving from different players for better playing. The MP3 system incorporates Bluetooth technology and some of the latest looks and feels of the new device. The product is based on the latest ILaz Z – Series walkman; however, it has enhanced features to offer even more compatibility for both music and video (Sony, 2011). The concepts which have been added to the MP3 player, as well as the popularity of the product can be looked into in terms of the UK market. In general, the UK market has increased in the number that is looking at the different digital players, as seen in graph 1. Graph 1: Increase in UK Electronics Market (National Statistics, 2007). This is combined with the alterations with MP3 players which include 26% of individuals age 15 and over owning the player. It is also known that the increase of mobile phones, as well as other handheld devices, is linking to the popularity of MP3 players, specifically because of the link in functions between the two with the capacity of playing music with MP3 functions on the mobile phone (National Statistics, 2007). With the continuous rise in electronic goods, as well as with the interest in MP3 players, is the ability to tap into the rising interest and to be on the cutting edge of technology and innovation with providing more in terms of entertainment. It is known that the number of individuals that have MP3 players has tripled in one year with the expectation that this will continue to grow in terms of competition, innovation and demand that is in the UK market. The new growth has led to over 20 million in revenue of those owning an MP3 player in 2009. Using this as a gift or as an upgrade to older entertainment systems is adding into this. On average, the MP3 players consist not only of the basic alternatives but are also linking to the changes in downloading digital music. Physical downloads are at $3.1 million in 2009 while digital downloads are at $149.7 million, with an increase in digital downloads by 35.7% between 2008 – 2009 in digital and a decrease in physical demand by 36.3% (UK Statistics: 2010, p. 28). 2.0 Marketing Actions The current condition in the market is one which is leading to several opportunities for those that are in the UK with the new innovations with the MP3 player. This is able to provide alternatives not only for the basic concepts which are used with the consumer product, but is combined with the growth that is continuing to be a part of the MP3 player and the uses for entertainment. The change has included a drastic increase in the number of MP3 downloads, number of sales in the MP3s as well as the understanding that the MP3s are outnumbering the amount of other types of entertainment, such as videos and gaming. This allows ILaz to have several options for selling the game and getting the right results for those that are interested in the MP3 players. The way to achieve the best results with the MP3 players is to create an integrated marketing plan. Since the players use technology as the foundation, then the marketing actions needs to incorporate downloads of music with the technology. The use of online marketing, including connections to download areas should be a part of this. Combining this with other Internet and technology connections, such as online portals and Internet marketing ensures that there will be a response because of the growing popularity of online areas. The MP3 players can also be integrated into offline marketing, inclusive of places which MP3 players are mostly used, such as transit areas. An advertising campaign that shows the music as a part of the personal space in a public area will work effectively to create a different approach to the music players (Lee, 2010: p. 1). The marketing actions taken need to be segmented by those who own an MP3 player and want to upgrade as well as others who don’t yet own the system. According to a recent survey, there are 4 out of every 10 individuals in the UK that own an MP3 player, as seen in graph 2. Graph 2: Ownership of MP3 player (Arbitron, 2010). When looking at this chart, it can be seen that ILaz has the advantage of being in a growing market, specifically which is continuing to grow in demand. In the past six years, it has grown from 14% to 44%, with the expectation that it will continue to grow because of the emerging trend. For ILaz, there is the ability to tap into two types of markets. The first is those that own a MP3 player and want an upgrade. The second is for those that don’t yet own a player and want the latest technology and unique looks. Keeping these two concepts in mind will help to increase the demand while guiding the market actions by niche markets that are interested in MP3 players. More important, the ILaz brand can help to tap into the boom that is now occurring with MP3 players, while moving into line with the competitors such as the iPod (Smith, 2005: 5). 3.0 Perceptions The perception of the MP3 player, specifically with newer innovations with technology, is often regarded as luxury products. This occurs first because of the ideal that the MP3 player is an upgrade to the older record players, cassette decks and CDs. As newer technologies continue to be enhanced with the MP3 players, the more it is regarded as a luxury project. In a recent study (Hauck, 2007: p. 175), it was found that there is a direct association with luxury goods and cohort goods. The cohort goods were defined as those which didn’t have changes, and therefore were devalued over time. The luxury items were regarded as those that altered, added in new features and which continued to be upgraded. Variations, custom looks and makes and the different features were the main consideration for individuals who were interested in new products. The perception of the item is then based on the information, innovation and the concepts of technology of the target market (Hauck, 2007, p. 175). The idea of experience is another determining factor with the success of the product. The practices which most expect in terms of technology begin with the capability of creating an experience with the performance. This is based on the functions, innovations, ease of use and the ability to have better control over the gadget, either through information or the ability to use the specific concept. The sales practice is then based on functionality, specifically which determines the quality of the product, as well as how this changes the experience that one has with the ideology of using an item (Weathers et al, 2007, p. 393). The ILaz MP3 player is able to work with consumer perceptions on these two levels. The player is defined by upgrades with video, music, software and management systems. This is combined with the concept of experience, specifically as one is able to transfer MP3 files between different portals and which drives forward the experience with enhanced features, such as sound and resolution. These different concepts are the main upgrades which ILaz has taken and which will assist with the overall perception of those who are interested in the product. Since the MP3 player is continuing to grow in demand, these alterations can help to define the latest and best of the product. The perception of the ILaz MP3 player can continue by upgrading the looks, features and the overall idea of the entertainment features. Since ILaz focuses on entertainment only, the design and look of the MP3 player can match the concepts of consumer behaviours as an emerging trend with both entertainment and technology. This will match with the psychology of the consumer which is interested in new and emerging trends and styles while being connected to entertainment as a part of the technology used. The perspective that ILaz needs to take is to provide music that is enhanced through technology and that creates experiences that other MP3 players don’t. Offering new trends and the latest options will attract consumer behaviour from both of the emerging trends while assisting with the quick changes which are occurring in electronics and entertainment (Kretschmer, Kimis, 2005: 4). 4.0 Attitudes The attitudes that are defined in the UK market toward the MP3 player further work in favour of Sony and the expectations that are defined. MP3 players are now known to shape the daily experiences of those that are in the UK and are known as one of the most popular areas for the growth of the product. Commuting daily, moving to different sectors and the ability to enjoy downloads and music while in these situations is known to create the basis of experience for those that are in the UK. The concept of the MP3 player is able to shape the lifestyle that one has as they are commuting, specifically because the music provides entertainment, relaxation and the ability to spend time enjoying a soundscape while in transit. The main concept is based on moving into a public space and having the capability to transform it into a private and pleasurable space that is separate than what others are experiencing. While there is also a specific association with music before the MP3 player becomes the basis, it is the ability to use the enhanced technology which continues to influence the attitudes of those who are buying the products with large demand (Simun, 2009, p. 921). The attitudes that are defined with the MP3 players are not only inclusive of creating a private experience with the technology. There is also a focus on the concept of the collectivist culture. It has been found that the MP3 players are continuing to grow, specifically with a focus on younger generations that are interested in the technology. This is based on the attitude of collectivist culture, which states that when a group of individuals begins to have a positive experience with material goods, it begins to influence others that have the same experience. The subjective norms which are then created allow several to attach to this same experience, specifically because a network is created over the perception of a product (Wu, Jang, 2008, p. 5). When looking at the collectivist culture theory, it can be seen that the attitudes toward MP3 players as creating a positive experience is continuing to grow and is leading into new trends of those who expect to have a specific experience with the MP3 players that is personal and private in the public realm. ILaz can use the ideal of experience to continue to draw on the ideas of the collectivist culture that is already growing in interest. 5.0 Motivation Culture is not only driven by belief systems and values but also by the latest trends, one which is driven by technology. The consumer culture which has been built around motivation is one which exists first on a sense of orientation toward specific products. The culture behind electronic products is based first on information and finding the latest updates, both which provide ease of use and more access to consumers. The concept of motivation in the culture at large is combined with the changing culture that is moving at a faster pace and which is looking for more pleasant experiences inside the mainstream ideologies. This is combined with the aspects of culture that are defined by music, which is a driving force in the experiences which one has and the concepts which apply to their lifestyle. These various elements of culture can be used as a motivation for buying various products and connecting to the MP3 players (Ng, 2010, p. 186). The motivation which has been determined is further defined by the concept of novel products. Those who are forming an identity with the technical culture, as well as within their own groups, are also focused on the concept of the next new thing. Innovations, products that are customized and the enhancement of items that are able to depict identity as being on the cutting edge are some of the main components that are associated with motivation (Bernard, Schulze, 2005, p. 1). This ideology is combined with the newer culture, specifically with youth and young adults who are considered as a part of the Y Generation. The main motivation which is a part of this generation moves into the concept of the ‘me-too’ brand. This means that if one individual has something which creates a specific experience, others want to have this same thing to say that they also are in style. The more innovations which are added into this and the functions which are inclusive of the item create more responses with the ‘me-too’ branding. While there are some differences between the cultures, the growth and motivational factors are based on creating cultural trends which provides a sense of identity (Quintal, Phau, 2009, p. 15). For Ilaz the advantage is based on music that works as an identity, as well as the technological additions which create a cutting edge trend for the MP3 player. 6.0 Decision Making To influence those who are interested in the MP3 product is also the need to help with the decisions made. This is based on the level of communication which is used for the purchase. This begins with showing the diversity of products that are available, combined with the virtues of the product that overcome the competition (Sela, Berger, Liu, 2008: p. 3). For ILaz, this can be done with the specialized looks, use of the content interchange and the enhancements that are from past products. Since ILaz has the vision of being recognized for newer entertainment series, there will be an expectation that is based on higher quality listening and watching, which will influence the experience of those that are interested in better features for MP3 players. The communication needed is based on the upgraded technology as well as the experiences and ease of use which this provides to individuals. This will need to be combined with the concept of identity that most look into for the buying expectations. The influence of the searches with these different attributes can be combined with the purchases, use and the positive evaluations. The purchase and use can be a part o the experience from the positive responses of past MP3 players as well as the feature reviews. To create a positive evaluation, there will be the need to use the different parts of marketing for user responses. Online consumer reviews, for instance, can provide a different attitude about the market and can create more influences of those interested in the new innovation. The collective consumption will then be able to move toward more information processing that will evaluate the product and allow it to move in as a trend (Lee, Park, Han, 2008: .p 341). ILaz can take advantage of these levels by providing more information, building spaces for responses and influencing the concept of creating a sense of identity from those who are interested in the specific products. The different alternatives that ILaz can provide to consumers and the buying of the MP3s in the UK is one which can easily expand and grow, dependent on the approach the marketing takes for the product. The innovation of the product, collective consumer behaviours and the continuous growth of MP3 players for a trend in both music and technology give ILaz several cutting edges for the product. However, for this to work there needs to be several pieces of information which are provided to those interested in the particular product. More important, there needs to be an evaluation of the product and user responses. Since the Z-Series is a newer player, there will need to be growing trends which continue to be influenced with identity, technology as luxury and the concept of tapping into the growing trend of MP3 players in the UK. 7.0 Multimedia Strategy The ability for ILaz to effectively sell the different products, specifically with the Z- Series MP3 player, is dependent on creating a marketing strategy that communicates the specific message needed. However, this is also reliant on creating a strategy that is able to provide insight into the overall needs of consumers while meeting the demands. The communication of identity, innovation and the qualities of the product is the first level to this. However, the use of multimedia is as essential in getting the attention needed from consumers while building a stronger brand with those that are interested in the specific product. Using a multimedia strategy guarantees that there is the ability to reach a variety of consumers while growing with the specific demands that are in the market. 8.0 Key External Influences The external influences which are based on the marketing strategy begin with the internal organization and the strategy which is developed to sell the products. The brand identity, image of the product and reputation which is currently a part of the brand makes a difference in the overall functions that are influenced for purchases. If the strategic orientation within Sony doesn’t provide the correct insight for performance, then there won’t be the ability to sell the product (Slater et al, 2006 p. 1221). The first examination needs to be on the external influences that are based on the brand reputation and the past products that are offered by ILaz. By creating this specific understanding, there is the ability to build a stronger product and to use the brand image as a main formation in the new MP3 product. After analyzing this specific component, there is also the need to develop an international relationship with the brand and into the specific product. The Sony brand isn’t one which is based only on the relationship to consumers through the UK market, but is a strong brand that is recognized at a global basis. The relationships which need to be created are based on strategies and recommendations based on specific influences. The identity which needs to be created in terms of technology and demands are based on influencing the trends of the youth culture and the global identity which they are attached to. This is based on not having a national identity, getting in touch with innovative products and looking forward to a future that creates a sense of globalization. The position which needs to be taken is based on looking at this as the main target market, specifically because of the influences that it has over the growth of the product (Doole, Lowe, 2008: p. 4). The next step to take with the overall components that are based on the external influence is based on finding a strategic fit with those that are in society. The strategy, structure and processes that are used need to include multiple facets that are able to fit into the global culture. The strategy should include niche markets that are interested in MP3 players, specifically which will consist of the younger generation and those that are travelling remotely. The strategy is further influenced by the different areas of travel and various portals that younger generations are on, all which build the main strategy for the company and which allow them to tap into the likes, interests, identity and image of the youth culture (Xu, Cavusgil, White, 2006: p. 1). ILaz will need to look at strategies of lifestyle influences, expectations with those who have MP3 players and different areas which are looked into by the target market. The message which is communicated can then be linked to both musical influences as well as technology portals that are used for the niche market. Another external influence which should be considered is based on the concept of social marketing and how this creates a change in the expectations with the given product. The external factors which are based on social marketing carry a basis of identity that is within the arena. To market effectively, there is the need to tap into the social marketing areas and to create a sense of identity that is a part of the area. Sustaining the current market, segmenting the different types of individuals interested in the technology and understanding the behavioural characteristics of those that are in various social areas can create a stronger market for those that are interested in technology. The concept begins with the cultural attitudes toward the technology then moves into defining markets that have different attitudes and motivations. These external factors need to go into a placement that has a strong sense of technology and of the musical culture, specifically which leads to positive responses which are a part of the marketing (Smith, 2006: p 38). Another concept which needs to be applied with the external influences is based on the competition that changes the portals that ILaz is on. The electronics market is known as one of the fastest growing regions for those that are interested in innovative products. The amount of competition is continuing to increase with multinational corporations that are selling the latest products and which continue to enhance and update the existing alternatives for those that are interested in electronics. This changes the marketing strategy, specifically because the different technical regions have to create a specialized area that doesn’t move into the competition in finding a niche market while looking at the product performance and how it can excel above others that are in the same region. This creates a stronger impact and ensures that the technology is able to move ahead of others, specifically with the innovations and sense of identity that Sony can create from the products that they offer (Gima, et al, 2006: p. 359). 9.0 Recommended Images and Messages The various concepts that are needed to move against the external influences move into the images and messages which should be portrayed with the MP3 player. The first way which this needs to be done is with a sense of visual communication, specifically which grabs the attention of those in a specific market and which provides a different understanding of culture (Lester, 2006: p. 7). The image that is with the visual communication is one which creates a sense of identity through music that is a part of the MP3 players as well as the concept of creating a private space in a public area with experiences that are a part of the technology. The newer technical components, including the file transfers can also be used to build a specific understanding of the message that is displayed with the MP3 players. The image that is conveyed is one which needs to move into the concept of a social taboo which allows the message to convey identity. The appreciation of the new technology and the next best thing are one of the types of taboos that can be used. This should be combined with the social taboos that are provided with elements of social marketing, such as the enhancement of identity and the trends which are considered as important to those within society. Social marketing strategies which can be used are then based on building a communicative message of what the new technology means, how it forms identity with the niche market and newer generation and how this can enhance one’s life to create a private space within a public area (Amos, Haglund, 2000: p. 3). The concept of the image and messages needs to be combined with the overall message that is conveyed to those interested in the technological product. The concept of postmodern integrated marketing is one which needs to be identified when building the specific social network for marketing. It is expected that online and offline venues will be used, all which need to send a consistent identity and message for those that are interested in the message. Combining this with creative thinking as well as reflecting the identity of those that are interested in a new technology product for music are the main concepts that need to be associated with the message. The communication activities should further this with a sense of creating pressure to buy the product (Proctor, Kitchen, 2002: p. 144). This can be done by showing how the innovation is on the cutting edge, is the next new thing, enhances identity and creates a culture and experience that is unmarked by others in the market. 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