The E-marketing Strategy of the Perfect Potion Company - Term Paper Example

Prior to analyzing the PP’s e-marketing mix, I offer a brief evaluation of the current marketing strategy of the company. Regarding to the Product Life Cycle (see Appendix C), it is possible to assume that the Perfect Potion Company is now on its Growth Phase, aiming to make existing and prospective customers aware about their products and services, in particular, about the superiority of the brand and the quality of products, in order to “provide a rationalization that the purchase is not merely wasteful, but give the consumer a better something” (Karp, 1974, p, 121).

Thus, the current marketing strategy is assumed to be aimed at the increasing of public awareness, the brand strengthening and promotion of sales. The company implements a “click and bricks” strategy, which integrates e-commerce and e-marketing functionality with the key business processes. (Logisto, n.d.).Krishnamurthy (2006, p.51) argues that with the advent of the internet all functions of corporations, including marketing, have been changed drastically:“Companies now routinely use these information technologies to build brands, facilitate and track consumer communities, share pertinent information, disseminate messages, provide customer service, build promotional campaigns, and, in general, gain a competitive edge in the cluttered marketplace.

Companies are even using online marketing techniques to bolster offline business components …In today’s business climate; e-marketing is a significant part of the marketing activity surrounding every important brand”.The case of the Perfect Potion Company is a good example in support of this statement. One can see that the main purpose of the company’s website is to influence attitudes and decision-making process of visitors, persuading them to purchase the PP products and services.

Constantinides (2004) introduces a concept of the Web experience of a customer, created by a combination of various online tools, information, images, services, as well as emotional atmosphere and stimuli, which a company uses on its website to attract more customers.