Segmentation & positioning - Essay Example

Management Segmentation and Positioning Chromecast refers to a media player developed by Google. The device is thin and plays both audio and video contents, but only on high-resolution television sets. The device manages palsying the content through streaming the whole content through Wi-Fi. However, most people prefer playing the device with the internet browsers like the Google chrome.in this case, the media player are played on a personal computer. Additionally, the media player is played on a mobile device like a mobile phone.

The product‘s price is favorable at thirty-five US dollars. The time set aside for the promotion of the product is three months, which gives different people the time to make sound purchase decisions. According to Chitty, the mode of operation of the player is interesting because of its unique features (34). The device was connected to the television set while it is also plugged to an eternal power supply unit. The device was also connected through Wi-Fi connection. This helps in making the device efficient to use.

The device functions in two modes. Both of the versions of operation display content on the television sets. The first mode of operation is based on mobile and web applications. Conversely, the second mode of operation of the device mirrors all the contents, which were displayed by an internet browser. The form of technique, which was used in the scenario was called tab casting. Integrated marketing communication theory is significant in product launch subject to chromecast. The theory entails continuous communication and conveying of product information.

The dissemination of product information was done through various channels including the social media and chromecast. The exercise enables potential customers to get first-hand information on the features and benefits of a particular product. The other form of channels that can be used in the spread of product information include sales promotion and advertisements. Publicity can also help in the creation of awareness pertaining to chromecast product. The device will help in the creation of many customers of a product because of its accessibility on the internet and satellite television platforms.

The release of chromecast attracted live stream channels like YouTube and Google play movies. The live stream channels acted as chrome web applications. The applications that were chromeacst-enabled include Huhu plus and Pandora radio. A good timeline is important in the functioning of the Chromecast applications. Chromecast enables the live shooting of exciting movies, shows and music on the internet medium. The shooting is enhanced by the application of the integrated marketing communication technique.

The significance of effective communication in the use of chromecast is great. The device also automatically updates subject to the number of applications, which are incorporated into the device. Chromecast works in harmony with Android tablets and iPhones. The application of Chrome for windows is also compatible with chromecast device. The device enables the adjustment of the programs, which are watched on the television and of internet platforms. It also enables the adjustment of volume. Chromecats is also simple and allows google browse to be used on many machines.

The machines, which are Google-enabled, include mobiles, computers ad television sets. Additionally, the device boosts the market penetration and the creation of new market niches. The device is facing stiff competition in eh market because similar products exist in the market. However, chromecast focuses on innovation in order to have a competitive advantage over the competitors. Although there is slow, economic growth the device penetrates the market with ease. The fact that almost every company, the device, pursues the technological advancements appeals to many customers.

Regulations on the use of internet TV are minimal. The device performs well given the favorable environment. The modern prevalence of internet entertainment makes the device more relevant that it was in the past. The increase of internet entertainment will result in stringent rules on the use of the device. The major competitors for chromeacst include Apple Company and Sony. The competitors are devising ways of reducing the market share chromecast in the market. The company struggles to compete favorably with their rival companies.

The rival companies also possess search engines, which help in the advertisement and live show of movies and music like chromecast. The company of Google has the chance of increasing its market share through the aggressive marketing strategy and application of integrated marketing communication technique. Google Company can also apply the strategy of being chrome-centric. The feature will enable the company to create unique content pertaining to media. The move will reduce Google’s overreliance on technology.

Consequently, the company will have open options for its clients. The move enables the company to earn extra revenue for its services. Additionally, the company charges subscription fees for viewing of its loyalists. The integrated marketing approach will ensure that chromecast reaches its target market at the right time. The success was due to the use of the right channels. The integration of chromecast leads to the successful rolling out of the product. There is a need to understand and know the target market of chromecast before launching the program.

The move ensures that there is proper planning for the money invested in the promotion of chromecast. According to William, the perception of the target market for the chromecast is significant with regard to the supplementary products in the same industry (43). In this regard, the supplementary products create an unnecessary competition for the chromecast. The wide array of supplementary products competes for the consumer’s spending, which creates unhealthy competition for the chromecast. The integrated marketing communication enables the blending of media, which boosts chromecast device.

The chromecast incorporates a push strategy, which ensures the product information was conveyed to the target place. The strategy enables direct communication with the consumers in a bid to create demand. The integrated marketing communication identifies the correct market segmentation. The target audience of the chromecast should be analyzed before a decision is made on the company. Positioning involves the creation of the desired image of chromecast before the audience. The marketing strategy enables the display of the product’s advantages.

Google applies marketing communication strategy in boosting chromecast product’s market leadership. The company ensures that there is proper research on the needs of the audience. The research enables the evaluation and planning on the showcasing of the product. Consequently, many people prefer the chromecast product. The move leads to an increase in the revenue from the subscription fees and product sales. The three months of the chromecast product launch will ensure that there is a creation of awareness on the functioning of the product.

Works Cited Chitty, William. Integrated Marketing Communication. South Melbourne, Vic: Cengage Learning, 2011. Print William, David. Chromecast 25 Success Secrets - 25 Most Asked Questions on Chromecast – What. S.l.: Emereo Publishing, 2014. Print.