Integrated Marketing Communications Turbo Charger - Essay Example

Integrated Marketing Communications – Turbo Charger Every product needs a promotional strategy no matter what that product is about. The turbo chargers also have certain techniques that they use in order to maintain the value and the image of their product. Through this research, the promotional mix and the promotional tools will be analyzed that can be used by the turbo chargers. The promotional mix needs to be very strong to be affective, and this depends upon the tools and the forms of promotional tools that are implemented. Introduction A turbocharger is a device which is used to produce more power for an engine than a supercharger. The turbocharger can make the engine much more powerful than the natural engine aspirator. This is because the turbines allow more air intake forcefully and more fuel into the engine than the use of atmospheric pressure. The turbochargers are found to be very useful in trucks and cars. Usually they are used in cars but they can be used in any equipment engines as well (Schafer, 2012). These turbo chargers are greatly demanded and have a unique promotional mix. There are many types of promotional tools that are used by the turbo chargers which reflect the message strategy of the product. Overview of Integrated Marketing Communications Promotion Mix Strategy A push strategy is where the product is taken to the customer directly and the customer is motivated to buy it. However, a pull strategy is when the customer comes to the product because the demand is more and the customers are seeking the product. For the turbo charger, pull strategy will be used as it tends to attract the customers to buy the product. The customers seek out for the product and in retail outlets they place orders for the product. The turbo charger is a highly visible product which adds to the value of the engine and is needed by the customers (Davis, 2002). Thus, the pull marketing strategy is used which enables the product to gain the high position in the market. The pull strategy forms its basis on setting the product supply as per the demand. If the demand of the product is there, then the retailers will stock it. A turbo charger adds the value in the engine and thus it has a higher demand. Customers come to the product so that their engines can be powerful and more efficient. For strong machine power and car engines, turbo chargers are needed, and thus the demand for them is high. If the marketing strategy is successful, it will greatly impact on the promotion mix of the product. The promotion mix is the reason why a product may reach to this stage as it shows that the product has been developed in the market and made way for its demand to be high. Message Strategy The general message that the turbo chargers will deliver to the target market will be ‘adding value to your engine’. Since the basic purpose of the turbo chargers is to strengthen the engine of the machine, car or equipment, the message that it will add the value to the engine will surely be an impactful one. The market which is targeted is those people who have an involvement in the work and operation of engines. This means that the women are usually excluded from the target market. The adult males are the ones who are targeted as they would either be driving cars or using engines for their office equipment. Adding value to the engine would be a general statement which would go for all types of engines, and would be influential as who would not want a value-added engine. Promotion Mix Promotion is one of the parts of the marketing mix. The marketing strategies applied to the product are greatly influenced by the promotion plan which is used. The promotion plan further consists of a number of promotion tools that could be used to promote the product and the brand name. A turbo charger may also include many ways in which it can be promoted to the customers. Advertising is the most important promotion tool for most of the products and thus, for a turbo charger as well. The turbo charger can use the advertisements to be able to promote their brand name and product features that reach to the customers at large (Pride, 2006). Advertising has always been a useful promotion tools because it serves many of the purposes at one time. It is an effective way of telling about the product to the customers as it includes an attractive visual in which it is displayed. Advertisements promote the brand image, and also tell about the features of the product. They give the positives about the products and appeal the customers for buying the product. The turbo chargers are also advertised and promoted to the customers giving them the benefits of buying a turbo charger for their engine. This is what increases the demand of the product and customers come to buy it. Even though the product is developed, advertisements should go on as they are impactful and keep the customers reminded of the product. There are many forms of advertisements that can be used in order to promote turbo chargers. Turbo chargers need to advertise their features and their reliability so that the customers are appealed to buy them. The mediums that could be used are the television, newspaper, internet and magazines. These sources will enable the advertisements to reach a large number of customers including the target market. Public relations are also a promotion tool that can be used by turbo chargers in order to promote their product. Public relations are to create relations with the public by communicating with them. A product can form public relations if it has a positive image and the brand is known. The firm has to communicate to the various public mediums in order to attract the employees, investors and customers. The turbo chargers also use public relations techniques. This would improve the image of the product and the loyalty as the product with a bad reputation and unethical approach would not be liked and accepted by the public (Shimp, 2007). Public relations are used to strengthen the ties of the product and the public. It is a promotional strategy that enables the product to be known and useful to the public. This makes the product much more popular amongst the customers and the investors. Turbo chargers would also be able to improve their rand image and their product benefits. However, public relations are also important to build a strong network for the product. In this way it would reach a number of customers. If any product turns out to be defected, the public relations techniques can be used to communicate to the public that it was a sincere mistake rather intentional. The forms of public relations that the turbo chargers may use are the news reports, online logs or a press release to the media. These mediums are used so that the product can reach to the public. It can be considered more credible than the advertisements but there is a possibility that the media does not find the news worthy of being broadcasted. These ways are used so that the product gains publicity. Sales promotion for turbo chargers is also an essential promotion tool that can be used. The sales promotion gives immediate results to the sales of the product. They are different than advertisements as advertisements are based mainly on long-term plans of the product sales, whereas the sales promotion schemes are set to promote the product and secondly, to enable short-term techniques to increase the sales of the product. Turbo chargers use the sales promotions and give the customer offers that attract them and increase the loyalty of the product. This promotional tool can be used to see immediate results in the sales of the product. Turbo chargers give the customers benefits and these attract the customers to the short-term increase in sales that the products see. Through these offers, the customers are also pleased with the loyalty of the product as it gives chances to the customers to benefit from the sale as well. These are given out once in a while as the turbo chargers are a product that has high demand and the customers are ready to buy it even without these offers. But these offers improve the loyalty and the customer relation thus they are used (Gessinger, 2009). The forms of sales promotion that can be used by the turbo chargers are the free coupons and free samples with the product. Free gift vouchers can be given to the customers that include additional specialties such as calendars, caps and pens with the name of the company. There can also be contests, special events and shows that are specially organized for the customers. This would give the product a great promotional boost. Shopping gifts and coupons can also be given to attract the customers. Such forms of sales promotion if used will have a great impact on the brand of the turbo chargers and on the sales of the product. The message strategy can be implemented using this promotion tool greatly as it reflects the use of the product. The advertisements can be used to show the benefits of the turbo charger and mainly focusing on the fact that it can add value to the engines. The advertisements can have the main theme displaying this message and executing it in the visual effects used in the advertisement. Furthermore, the public relations can also reflect the message strategy by sending news reports to the media about the ways these turbo chargers are designed and a study on the manufacturing of these turbo chargers. The message strategy will be displayed through every promotion tool that is being used as it describes the main feature of the product (Gessinger, 2009). Conclusion Promotion mix is very important to make sure that a product survives in the market. The marketing strategies that affect the promotion mix are the target market, market position of the product and the future marketing strategies. A strong marketing strategy will enable the product to be able to produce a strong promotional strategy as well. The promotion mix and tools used by the turbo chargers are assessed and they show that the turbo chargers have a leading promotion mix. They have been using strong promotion tools that keep their product impactful on the customers and in the market. Turbo chargers focus on their message strategy and reflect it through their promotion tools. Their promotion strategies have leaded them to experience more demand for their product. However, they tend to improve their sales and product image if they carry on with the same promotion mix, and communication development. References Davis, E. (2002). Supercharging, Turbo charging and Nitrous Oxide Performance. Texas: MotorBooks International Gessinger, G. (2009). Materials and Innovative Product Development: Using Common Sense. Detriot: Butterworth-Heinemann Pride, W. (2006). Marketing: Concepts and Strategies. London: Cengage Learning Schafer, H. (2012). Rotordynamics of Automotive Turbochargers: Linear and Non-Linear. London: Springer Shimp, T. (2007). Advertising, Promotion, and other aspects of Integrated Marketing Communication‎. London: ‎Cengage Learning Read More