Modern Marketing Strategies - Essay Example

They are no longer adequate in advancing the brand. It has to be remembered that an effective IMC unites the organization’s marketing effort to be able to have a clear and coherent message about the company and its products that are represented by its brand. TV, Radio, Bill-Board, or Newsprint and Sales Promotion as marketing medium while effective in creating and reinforcing a brand, is no longer as potent as it used to be. Consumers are getting sophisticated and are now highly diversified and traditional media no longer suffices in delivering the brand. New mediums such as web presence should be included in creating a brand in modern marketing to keep the marketing effort of a company relevant and updated.

Web presence not only reaches the most number of people at the least cost but is also effective in creating an identity of the product through its various features. It adds value to the brand not just by efficiently delivering brand information to the market but also by delivering the right message to the market crucial in creating a brand. It can also consolidate the marketing efforts of Nestle such as in its website www.nestle.com, where its web presence was able to consolidate its presence around the world giving the market a clearer picture of the brand and its reach.

The classic example of a celebrity who is currently appearing in an advertisement for a particular company and/or its brand that uses the McCrackens Meaning Transfer Model is Manny Pacquiao, the 8 Division World Champion in Boxing. His magnificent rose from poverty and obscurity to a boxing superstar, sportsmanship, and boxing skill almost at a superhuman level made him an ideal endorser of Nike and an excellent representative of the brand’s slogan which is “Just do it”. This also satisfied the first stage of McCracken’s Meaning Transfer Model which is to pick the right celebrity that will endorse their product which in this case is Manny Pacquiao.

Manny Pacquiao’s profile is congruent with the values, culture, and psychological profile that Nike is trying to convey to their market – the values of the “Just do it slogan” which meant excellence, never say die attitude hard work, and sportsmanship in general. Pacquiao personifies these values and attained an almost superhuman boxing ability due to his training ethic. He is also well-liked because of his sportsmanship and ability to go back from defeat – values and culture which Nike would like to convey to its market.

Finally, Pacquiao has a huge fan base all around the world and his fans would surely buy the merchandise he represents not only because they are useful, but they can also identify with it. Consumers buy Nike not only because their products are nice but also because it is something that represents who they are.