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Rossetta Stone: A brief insight into marketing strategy - Research Paper Example

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Rosetta Stone: A brief insight into the marketing strategy Advertising  Rosetta Stone has placed great emphasis on the advertising of its products in the recent times. It has relentless marketing, with swaying TV commercials which have attracted many consumers towards the brand…
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Rossetta Stone: A brief insight into marketing strategy

Download file to see previous pages... But the company has attempted to present that their products are worth of the higher price. In its recent marketing campaign the company has planned a 60 second TV spot that features people of diverse ethnic backgrounds and shots of past events with a tagline, “More than words. Understanding”(McMains 2011). The company also has a strong retail distribution network which encompasses companies like Apple, Amazon, Barnes & Noble and mail kiosk all over the country. Public Relations  Initially, Rosetta Stone paid little attention to strategic relationship building or developing its customer base as the company was getting orders without any aggressive marketing efforts. Rosetta Stone’s new marketing campaign titled “More than Words: Understanding” is an attempt to link emotionally with the audience. The ad would inspire viewers to learn new language, establish new connections and assimilate into a global community. The company acknowledges the significance of a good relationship with the consumers hence it has undertaken extensive research to fabricate highly creative marketing campaigns in order to create a powerful emotive connection between different languages and its speakers (Business Wire 2011). Sales Force Efforts  As mentioned earlier, Rosetta Stone had laid little emphasis on its marketing earlier. Later on, the company established an aggressive sales team and initiated approaching governments, corporations and schools. The sales team is well trained and proficient that work effectively with other functional departments in order to leverage its sales. Sales Promotion Rosetta Stone has engaged marketing firms to promote its products in the market. The company is always eager to develop promotional alliance with synergetic brands in order to achieve its marketing and commercial objectives. Rosetta Stone keep offering discounts on its websites from time to time. The company usually announces back to school sales in late summer at which free shipping and $100 discount are offered. The products are also offered at discounted rates if bought in bundles. The company seems always active in promoting its products and increasing its customer base. People (Target Market) The customers of Rosetta Stone are well educated, well earning, less sensitive to price and motivated learners. This accounts for only a minority of the population. The changing business scenario or globalization has led companies to diversify and reach out all over the world. Rosetta Stone is specifically one of the large corporations that are planning to expand its business around the world. People who are working with such companies need to have multi-lingual talent to fit in the local and global marketplaces. The company also targets schools and colleges and government entities. The company is not only focusing institutions within US but also exploring markets outside the border. In many parts of the world most of the population does not speak second language and hence Rosetta Stone is researching and developing products specifically for this audience (Rosetta Stone 2011). Customer Service Rosetta Stone provides an interactive service with speed and efficacy to help learners enhance their language learning capabilities. The customer support team comprises dedicated members who assist learners in every possible way. Customers are offered both traditional and ...Download file to see next pagesRead More
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