Marketing Presentation - Coursework Example

?Marketing Presentation Report Table of Contents Table of Contents 2 Introduction 3 Identifying the Products’ Core, Actual and Augmented Elements 3 Tele Cinch 1.0 3 Blackberry Bold 9900 3 Comparing the Distribution and Marketing Communication Strategy 4 Tele Cinch 1.0: Distribution Strategy 4 Blackberry Bold 9900: Distribution Strategy 4 Tele Cinch 1.0: Marketing Communication Strategy 5 Blackberry Bold 9900: Marketing Communication Strategy 5 Explanation 5 Conclusion 6 Reflective Statement 7 References 8 10 Introduction Innovation and creativeness are the new challenges for sustainability in the existing competitive market. Modern day companies are constantly focusing on the enhancement of their research and development team to introduce new elements and features that will mark the uniqueness of the product. The objective of this report is to identify both the products’, i.e. Tele Cinch’s and Blackberry’s core and actual elements and finally compare their distribution and marketing communication strategies from a critical point of view. Furthermore, the report will evaluate whether their strategies are similar or dissimilar to that of each others. Identifying the Products’ Core, Actual and Augmented Elements Tele Cinch 1.0 The innovative designing of the phone has deliberately contributed towards the modernised definition of smart phone devices by providing unique features such as large buttons and long lasting battery power. Furthermore, core elements, such as heating function and speech dialling are especially integrated in the handset to provide convenient facilities to the aged groups that the brand targets the most. Moreover, the brand assures its customers that it is user friendly and easy to use among all other available smart phones. Furthermore, in relation to its distribution operations, it assures to deliver the product within 48 hours at any place desired by the customer. In addition, the brand provides augmented elements like 3 years guarantee to all its products along with a replacement warranty to enhance its customer relationship providing assistance through its technical support team. Blackberry Bold 9900 The brand claims that this actual product is the thinnest smart phone in their product line up. The uniquely integrated ‘Liquid Graphics’ touch screen ensures life time durability to the customers while using its features such as swiping, zooming and pinching photos and videos. A few core elements incorporated in this product are ‘Vlingo’ which enables ‘speech to operate’ facilities that enable the user to use their voice for writing messages, opening applications, setting statuses on Twitter along with numerous other activities. Moreover, the brand claims that its operating system makes it the fastest Blackberry till date (Research In Motion Limited, 2012). The Blackberry Bold’s augmented elements are its innovative applications that are available to the user free of cost, its built-in Near Field Communications (NFC) that enables connecting with other NFC enabled devices and the useful accessories that the brand provides for the convenience of the users, such as travel charger, Bluetooth headsets and external battery charger bundle (Research In Motion Limited, 2012). Comparing the Distribution and Marketing Communication Strategy Tele Cinch 1.0: Distribution Strategy The brand uses traditional style of distribution process that include finished products transferring from manufacturers to the wholesaler to the retailer and finally to the end customers (Bucklin, 1965). Furthermore, the brand, at times follows different approaches of skipping the wholesaler and transferring directly to the retailer or skipping both the wholesaler and retailer and selling it directly to the customers. Blackberry Bold 9900: Distribution Strategy The brand uses various modern approaches while distributing its products. It focuses on partnering with resellers to sell the various products. The products are also sold directly to the customers through the customised stores operating all around the world (Tsay, 2002). Furthermore, the organisation facilitates the customers to locate nearby stores through the official website (Research In Motion Limited, 2012). Tele Cinch 1.0: Marketing Communication Strategy The brand’s pricing strategy is based on price skimming which is being employed by modern managers as a strategy that sets high prices in the introduction phase and slowly drop them over time giving a feeling of reduced costs to the targeted customers. This strategy helps a brand to shorten its product cycle and introduce new products and services every year (Gebhardt, 2006). Its products are targeted for the higher class society and therefore, pricing is not a major factor to be. However, the brand is providing unique features that they believe will justify its prices. Furthermore, the brand attempts to promote the product through advertisements in newspapers, internet and radio stations along with the social networking sites. Blackberry Bold 9900: Marketing Communication Strategy Blackberry’s customer base is mostly from the professionals who require working while on the move. However, in comparison to the features provided by RIM, the prices are set high as the brand does not compromise on security which is the most essential factor for professionals. Moreover, the brand’s target market consists of both, the professional people who largely use emails, MS office and teenagers who are interested in social networking, Blackberry messenger and games (Collier, 2009). Explanation With the evaluation of the distribution processes of both the brands it can be noted that they follow distinguished methods while rendering products through the distribution channels. Tele Cinch has often been observed to follow three types of approaches according to the product portfolio. However, at times the fixed costs incurred by the brand are huge. In contrast, Blackberry Bold follows the retail distribution process that enables to incur lesser costs comparatively. They further partners with resellers and provide them the opportunity to earn revenue through the margin that the brand provides to the resellers. The marketing and pricing strategy is more or less same for both the companies. The companies are both indulged in fixing higher prices that represents the uniqueness of their product. Moreover, both the companies promote their products through advertisements either by television or social networking sites. Conclusion Although the brands have a different target group and market segments, however, fierce competition prevails amongst them. The creativity and innovations of both the brands are unique in its type. It has also been noted that the target group of both the companies are different. Contextually, Tech Cinch targets the higher aged class of society who are above 55 years, whereas Blackberry targets professionals and children. Furthermore, it has been noted that the distribution process is distinct between the two companies. However, the marketing strategy used by both the companies can be identified as almost similar. Reflective Statement We commenced working on the project by splitting our group of five into five different segments of the market. I was assigned the task of evaluating the current innovative features designed and integrated by two mobile phone companies, in its latest products. Initially, I was feeling that the task would be a tough one as the unique elements related to the core and augmented features were difficult to determine. Finally, with the help of the internet, I could identify the unique elements integrated by two of the most reputed mobile brands, Research In Motion Ltd and Tele Cinch. After the initial findings of the core elements, the research became tougher when I tried to determine the distribution and marketing strategies of these brands. But with the help of my team members, I not only could determine the strategies but also compare those. The brand’s financial statements and annual reports further helped me to determine which brand gains more while moving through the distribution channels. Upon further researching, I found out that the marketing strategies of both the brands are almost similar. The brand is dependent largely on the advertisements either through television, newspapers or internet. Blackberry incurs huge cost in promoting through television advertisements, whereas, Tele Cinch comparably incurs lesser cost by advertising through radio stations and internet. The theories discussed in the report have been derived from various journals and books of great authors. However, relating the theories with the practical implications was a bit challenging in the initial stage. Finally, by preparing this report, my analysing and evaluating skills have developed by a considerable extent. Moreover, the team effort required for preparation of this report was immense, as all my team members were very cooperative and helpful. References Bennett, Coleman & Co. Ltd, 2012. Price Offs Is A Strategy To Get More People To Join Blackberry Subscribers: Patrick Spence, RIM. Brand Equity. [Online] Available at: http://articles.economictimes.indiatimes.com/2012-05-02/news/31538344_1_curve-black-berry-blackberry-subscribers [Accessed June 21, 2012]. Bucklin, L. P., 1965. Postponement, Speculation and the Structure of Distribution Channels. Journal of Marketing Research, Vol. 2, No. 1, pp. 26-31. Collier, J., 2009. Blackberry’s Rise in Brand Power the Dueling Marketing Strategies of RIM versus Apple. Introduction. [Online] Available at: http://zenportfolios.com/lavreet-randhawa/files/2009/11/Marketing-Case-Study-RIM-vs-Apple.pdf [Accessed June 21, 2012]. Gebhardt, G. F., 2006. Price Skimming Paradoxes. Advances in Consumer Research, Vol. 33, pp. 242-243. Research In Motion Limited, 2012. Blackberry Bold 9900. Smartphones. [Online] Available at: http://in.blackberry.com/devices/blackberry-bold-9900/ [Accessed June 21, 2012]. Research In Motion Limited, 2012. Authentic Blackberry Accessories. Blackberry Bold 9900 Series. [Online] Available at: http://in.shopblackberry.com/Device/BlackBerry-Bold-9900-series [Accessed June 21, 2012]. Research In Motion Limited, 2012. Work With the Brand Behind The Blackberry Product Line. Partners. [Online] Available at: http://us.blackberry.com/partners/ [Accessed June 21, 2012]. Research In Motion Limited, 2012. About Research In Motion. About Us. [Online] Available at: http://us.blackberry.com/brand.jsp [Accessed June 21, 2012]. Research In Motion Limited, 2012. Where To Buy. Purchase. [Online] Available at: http://in.blackberry.com/purchase/ [Accessed June 21, 2012]. Tsay, A. A., 2002. Risk Sensitivity In Distribution Channel Partnerships: Implications For Manufacturer Return Policies. Journal of Retailing, Vol. 78, Issue 2, pp. 147-160. Read More