The Fixer - Sales, and Merchandising for Industry - Movie Review Example

Sales and Merchandising for Industry Alex Polizzi: The Fixer is a television series or an observational documentary which is being broadcast on BBC Two, presented by the famous Alex Polizzi and is directed by Bernie Schaeffer. Identifying the issues with the show The new series named “The Fixer” seems to be harsh in the current economic conditions. The idea of this television show is that a mogul is taken to different independent production companies, in order to fix the problems they are having with their current businesses. Initially he faced opposition when he ordered them to stop relying on the obsolete formats about the non-sense and successful mogul who actually go to support the failing businesses (Anon., 2014). Before this series was broadcasted, every industry had its own angry helper show. For example, the hotels had the “The Hotel Inspector”, the property developers had “Sarah Benny”, shops had “Mary Portas”, while the restaurants had “Gordon Ramsay’s nightmare kitchen”. There was a show on channel 5 as well, which considered being the same as “Gordon Ramsay’s nightmare kitchen” except that it wasn’t so good. Now we had “Alex Polizzi’s- The fixer” where we saw the presenter running around furiously helping the people who don’t actually deserve the series of their own. These people were the photographers, funeral director, interior designers, etc. (Cumming, 2012). The angry helper format is becoming so common nowadays that we don’t really have to watch the whole new episode of “Alex Polizzi- The fixer” to see that what exactly is going to happen. What Alex Polizzi actually did was that she visited a failing business and stand there for 10 minutes at the window display; she would then go inside spend 10 minutes and make the employees cry by rolling her eyes aggressively at them. She would then take the employees to some similar business which isn’t failing and make them copy their strategy and then in the end she prove that she has eventually fixed everything. Based on the circumstances, “The Fixer” is going to be the last angry host television show because the public has stopped showing interest in such shows with the similar ideas. Nothing about the show can be considered interesting or exciting. The unique selling point of “The fixer” is that it only helps and support family businesses. This strategy is only adopted by the firm because there is already a show present on every other topic. If previously there would have been a show on family business, “The fixer” would have still existed. The anger expressed by Alex Polizzi towards the businesses she is helping seems old fashioned. People are not sure that they still want to watch such kind of show where a stranger would kick the crap out of struggling businesses; the televised angriness too seems to be uninteresting for the audiences. Even Gordon Ramsay is trying to rebrand himself by putting a smile on his face. Everyone has effectively perceived the message and they are trying to change but we are not yet sure about Alex Polizzi. We can only wait to see the changes until the show will come next year (Anon., 2013). Product Mix and Market Segmentation The goal of the television show is to satisfy the need of the viewers, which can only be accomplished when the audiences consumes the services that is being offered by the channel and is presented by Alex Polizzi. The presentation of Alex Polizzi involves informational, financial, material and human resources. There are a set of actions that presenters as well as the producers must take for the purpose of establishing their objectives. They must try using some effective and innovative strategies and must develop measures that represent the policy of their show. The show being presented by Alex Polizzi must not only represent its own policies but it should also try representing the behavior of the television station in accordance with the environment in which the program is being broadcast (Anon., 2013). Product Mix can simply be defined as the set of elements of characteristics which trigger the demands that are being expressed by the consumers/ audience (Suttle, 2013). There are certain factors that may be included in the product mix marketing strategy of the show. These factors are the policy of the product, price policy, promotion policy and the celebrity marketing. The product policy may take into consideration the fact that how the interaction between different elements of the show affect the efficacy of the viewers. It may also be consider as the actions that helps in the creation of utility. The basic show represents the end result of the activities that may generate essential for satisfying certain needs of entertainment and information (Bailey, 2010). As “Alex Polizzi- The fixer” is an international show and is being broadcasted throughout the world; therefore the presenters and the producers of the show must also come up with global product policies that may refer different essential steps such as productivity, quality, balance of the market oriented actions and differentiation. In some of the audiovisual markets the price issue does not simply exists. However the public television has been continuously criticized for the fact that their viewers have to pay an obligatory tax. Therefore the producers of “Alex Polizzi- The fixer” must select a television channel that is not surrounded by any sort of controversies (Fetto, 2013). When it comes to the audiovisual services, the consumers are allowed to meet the producers anytime through the material support or simply the television set. In case of the services being provided by the television show we cannot actually talk about distribution as no actual sale takes place and there is no negotiation and transaction taking place either. “Alex Polizzi- The fixer” must come up with some strategic objectives related to their promotional activities. The strategic alternative of the promotion policy in case of the television show refers to aspects such as demand variability, offer and role of promotional activities. It may also refer to the manner in which the program being offered by the TV station is being challenged within the outline of the promotion program. The success of a Television show depends upon the team work, so it is necessary that those members who are forming a team must share some similar feelings, attitude, values, objectives and abilities. It is also essential of the TV show to feature a celebrity at least for promoting the event as it will help them to gain TRP. Market segmentation can be considered an important key for grasping the attention of as many viewers as possible; therefore it is important for the producers to target certain age from the wide audience as it can be difficult for a show to cater large number of public effectively. The presenter and producer of Alex Polizzi- the fixer must try meeting the needs of the market and may alter their strategies accordingly (Anon., 2014). External and Internal Merchandising Internal merchandising of the show can be done by making it more attractive and interesting and adding content that would help grasping the attention of a large public. It is not at all easy to put up a show that will be liked by a large amount of audience; therefore the producers of Alex-Polizzi- The fixer must try to cater a section of audience, which would eventually help in increasing the rating of the Television show. External merchandising of the show can be done by promoting through it several effective means. The producers must select a platform for advertising where they can communicate with the mass target market. The means of promotion should be compatible to the cultural norms of the areas where the show will be broadcasted. Buying Behavior Sensitivity theory may help us to a certain extent to understand the behavior of the humans. It is considered that the people may go through the life changing experiences in order to experience their motives, desires and the joy associated with it. Individually the human concentrate on the desires that are considered to be highly valued and they may also ignore the stimulus that is considered to be irrelevant to their basic intentions. Research suggests that there are about 16 basic desires present in the sensitivity theory. However the priority of the individual may differ and this may hence result in different kind of personalities and individuals. Personality may play a major role in almost every action that the humans perform. Personality is often addressed as the psychological finger print as the personality of every individual may differ from the other and there the human respond according to their own different personality (Anon., 2013). Individual gets motivated by the 16 desires that they possess but the extent of their motivation may differ from one another. For example a military officer may have a personality that is based on high values with the motives of power, physical strength and honor; whereas the profile of the painter may also be considered high value as it covers romance, independence and tranquility. The way these basic human desires connect with media may differ and no one may predict that whether or not this gratification will lead to the basic job or will increase the generic or global satisfaction. Instead of this it predicts that gratification may lead to the joy to a specific kind of basic desire. The sensitivity theory highlights the specific gratification that people may get when they are exposed to some kind of media content based on the 16 basic human desires which are power, curiosity, independence, acceptance, order, honor, saving, idealism, status, social contact, family, romance, eating, vengeance, physical exercise, and tranquility . All the above listed 16 desires may affect the behavior of an individual and it may also influence them to watch a specific show. The presenters of Alex Polizzi- The fixer must cater the audiences whose desire matches the characteristics of the show. The show is based on the vengeance and saving businesses; therefore people possessing relatable traits may serve as the target audience of the show. Beside this the presenter of the show must also must also try changing and implementing new strategies, in order to improve the show and they must include more ideas to the show so that they may be able to capture the interest of large number of audience (Hunter, 2014). Advertising First of all the producers of the TV needs to figure out that who are their target audience. If it’s the teenagers then the advertising and the marketing needs would be different than the marketing that is being aimed for adults. Suppose if the show does not have enough budgets than it is better for it to go viral with the message of the show. The producers must also look at the distribution range. Alex Polizzi- the fixer is an international show, so they have to reach the people all over the world and they have to design separate commercial for different sections of the world, as the language situations, phrase of speech may vary across different regions (Anon., 2013). The presenters may also do the advertisement internationally via internet, as it is considered to be a global medium and can reach to a wide range of audience. A national show may benefit most from the print and commercial advertisement as it can effectively target a specific area and may help catering their general demographic. Commercial is considered to be the most common, traditional and successful way of reaching the general public. Just like the movie’s preview, commercial is considered to be the gold standard for the television programs. The producer may hire people to create fan website, post blogs and discuss about the show ion online communities and different forums. The producers must try creating a web presence. Internet is a very powerful tool that exist in today’s world as more and more people are turning towards it for promoting their business; therefore it possess the power of influencing a mass audience (Anon., 2013). References Anon., 2013. Alex Polizzi: an angry helper too far. [Online] Available at: http://www.theguardian.com/tv-and-radio/tvandradioblog/2013/mar/11/alex-polizzi-angry-helper-fixer [Accessed 20 May 2014]. Anon., 2013. Encouraging better Audience behavior. [Online] Available at: http://www.choralnet.org/view/222252 [Accessed 20 May 2014]. Anon., 2013. PRODUCT STRATEGY. [Online] Available at: http://www.learnmarketing.net/productobjectives.htm [Accessed 20 May 2014]. Anon., 2013. The Best Ways to Advertise a TV Show. [Online] Available at: http://www.ehow.com/way_5128185_ways-advertise-tv-show.html [Accessed 20 May 2014]. Anon., 2013. TV MEASUREMENT. [Online] Available at: http://www.nielsen.com/us/en/nielsen-solutions/nielsen-measurement/nielsen-tv-measurement.html [Accessed 20 May 2014]. Anon., 2014. Like Any TV Show, Market Segmentation Studies Have Trade Offs. [Online] Available at: http://blog.cmbinfo.com/bid/43992/Like-Any-TV-Show-Market-Segmentation-Studies-Have-Trade-Offs [Accessed 20 May 2014]. Anon., 2014. Tuesdays must-see TV: Alex Polizzi returns as The Fixer at a family curtain shop. [Online] Available at: http://www.mirror.co.uk/tv/tv-previews/alex-polizzi-returns-fixer-family-1705869 [Accessed 20 May 2014]. Bailey, C. M., 2010. VOICES OF CMB: THE CHADWICK MARTIN BAILEY RESEARCH BLOG. [Online] Available at: http://blog.cmbinfo.com/bid/43992/Like-Any-TV-Show-Market-Segmentation-Studies-Have-Trade-Offs [Accessed 20 May 2014]. Cumming, E., 2012. Alex Polizzi: the Fixer, BBC Two, review. [Online] Available at: http://www.telegraph.co.uk/culture/tvandradio/tv-and-radio-reviews/9052593/Alex-Polizzi-the-Fixer-BBC-Two-review.html [Accessed 20 May 2014]. Fetto, J., 2013. Top TV shows for reaching key voters. [Online] Available at: http://www.experian.com/blogs/marketing-forward/2012/08/28/top-tv-shows-for-reaching-key-voters/ [Accessed 20 May 2014]. Hunter, D., 2014. The Real Behaviour and Shape of TV Audiences on Social Networks. [Online] Available at: http://digitalmarketingshow.co.uk/industry-news/the-real-behaviour-and-shape-of-tv-audiences-on-social-networks [Accessed 20 May 2014]. Suttle, R., 2013. What Is a Product Mix?. [Online] Available at: http://smallbusiness.chron.com/product-mix-639.html [Accessed 20 May 2014]. Read More