Brave Software Company's Marketing Plan - Term Paper Example

MY MARKETING PLAN (PART B) Brave Software Company Missions The company aspires to positioning itself as an industry leader within the next six months, providing best quality products to its customers. Intentions of increasing the current market share in terms of customer numbers are the driving force of the company. The company aims at receiving recognition in the industry by acquiring the gold award for best calendar software solutions of the year. To be able to create more applications that will suit consumers needs with changing times. Introduction Brave Software Limited is a group owned company that commenced in 2010. The company was founded with the primary aim of providing software-based products to its customers. The products that the company presently has embarked on are custom made calendars and other software related products. The company’s strategic location on the main road to Georgia City makes it easy and convenient to locate. Most businesses are exploring ways that can be used to cut down on their budget with the rising cost of running businesses. The quest for reduced costs of running businesses is particularly due to the economic recession that is being experienced in the country. The most common target in a bid to lower the running costs of companies is mass media advertisements that are mostly expensive. Our products, therefore, offer competitive and affordable products that will go a long way to cutting down the costs incurred on mass media advertisements. As a leading international company in custom-made calendar programs and other related software, Brave Software Company is devoted to offering products of the highest caliber and growing your business. The company strives to pioneering new advancements in its field through research and innovation. Expertise in the field will be deployed to ensure we achieve our goals in a competitive and professional manner (Kotler & Roberto, 1989). Branding strategies The company will aim at using its existing brand name “Brave Software Company” to market its new product. The branding strategies that may be employed include: i) Line extension Brave Software Company is a strong brand that is the mother of a range of products currently popular in the market. It seeks to extend its product range to include software-based products. Using the already existing market base to sell its newest software products it will have an upper hand over newly created brands. ii) Brand extension Using the existing brand name for the new range of products (software based products) will be useful in maintaining a wider customer base. The brand extension makes the acceptability of new products easy. Moreover, it will enhance the parent brand image as well as saving the cost that would have been incurred in developing a new brand. iii) Multi branding extension The company will also employ multi-branding as a method of soaking up some of the market shares. This approach will help the company in occupying a large shelf space leaving little room for competitors. Another upper hand of this method is that it will saturate the market by filling all quality and price gaps. The approach will also obtain a new set of customers who prefer experimenting with different brands. iv) New brands The Company may also develop a new brand that will focus on improving the faults of the products already in the market. A new brand will give the company an opportunity of setting their rules and interacting in a more personalized manner with the customers. Also, the company will enjoy the benefit of being highly flexible if they adopt a new brand. The flexibility of the company will be because they can be able to change the product to suit the customers preference based on the feedback they receive from early adopters of the product. Brand logo The brand logo for Brave Software Company positions the company in the market as the ultimate software solution for businesses. It creates a sense of uniqueness that the customers can identify with and feel a connection. The logo also is bold and stands out hence can quickly capture the attention of people (Gabrielsson, 2005). Positioning Statement Brave Software Company is the only one of its kind offering one-on-one software solutions custom made to meet our customer needs. Our products ensure you get nothing but the best and at pocket-friendly rates. Expensive Advertisement Segment Paper Calendar Low quality High quality Brave software Company Affordable Marketing strategies i) Cause marketing This type of marketing will aim at linking the product to a social cause. The custom made calendar will address the issues of economic recession as well as increase business efficiency. The program will target the issues that are proving to be a problem in the corporate sector by lowering costs on advertisements. ii) Market segments The Company may also employ market segmenting to be able to reach a wider customer base. This approach will beat addressing the needs of different consumer groups. The software programs will be designed to appeal to the youths, businesses and other types of customers. iii) Iconic marketing Iconic marketing involves the use of emotional or iconic figures to make the product appealing and acceptable to the customers. The customers are made to relate to the product by incorporating features that attach to their emotions. iv) Campaigns Massive campaigns may also be used to sensitize the public about the new product that has been created. The campaigns should be in areas that receive high traffic of people like banks and along major highways for its effectiveness. It may involve the issuance of free samples to the public so that they may give their view on the product. v) Digital marketing This approach will beat targeting the customers and business partners through digital devices like smartphones, tablets, computers or digital billboards. This marketing strategy will capture a broad customer base given the fact that millions of people visit the internet on a daily basis. Customer behavior The customers that would probably embark on the use of the software products offered by Brave Software Company will be of a diverse nature. The target customers for the products that are offered will include manufacturers and industries that include advertisement marketing in their business. Most of them will be by social, economic, ethical and technological issues. The marketing strategy, positioning statement, logo, slogan and brand extension will be appropriate to my kind of audience because it will relate to their needs. Most of the customers are looking for a software program that will grow their businesses at the most affordable rates (Wang et al, 2005). References Gabrielsson, M. (2005). Branding strategies of born globals. Journal of International Entrepreneurship, 3(3), 199-222. Kotler, P., & Roberto, E. L. (1989). Social marketing. Strategies for changing public behavior. Wang, F., Zhang, H., Zang, H., & Ouyang, M. (2005). Purchasing pirated software: an initial examination of Chinese consumers. Journal of Consumer Marketing, 22(6), 340-351. Read More