Marketing Communicating Campaigns - Report Example

Marketing communication campaigns The art of marketing is a business discipline focused on the practical application of techniques in marketing (Kent 2007). It is also the management of organizations marketing resources and business activities in order to realize sales and make a profit. The phenomenon of globalization has made it necessary for organizations to market beyond their home countries and traditional market zones. This has made international marketing very significant and an integral part of organizations marketing strategies. The function of marketing is an important process for it brings businesses and clients/ customers closer together. A successful organization is one that has a strong marketing management function and that has is marketing orientated. This means that the organization develops a stronger emphasis on the consumer /customer wants and needs as a core component. This will translate the organization’s overall success in meeting theses wants and needs through the right products (Lovelock 2004). The activities of advertising, promotions marketing and management in an organization need to be directed and geared towards generating new or renewed interest in a company’s product(s) or service(s). These activities employ the expertise of art directors, sales agents, and financial staff members and others as needed in order to reach the target market. Every market has its own unique cultural, language, geographical and even political factors that will influence the medium, mode and channel of the marketing activities in that region. The function of advertising is one of communication that is used to persuade an audience who is the consumer/customer to take action, which is to purchase the good or service (Michael 1998). In order to do this a company will have to position its product/service by first identifying the market problems, opportunities and solutions based on taking market research, supporting data and segmentation. The company will have to choose a position they plan to take in order to carry out their marketing in order to achieve their objectives. These will include how branding, sales, brand recognition, and advertising of product/service. The last but not least of these activities is pricing which is the company will receive in compensation and profit from the sale of a product/service Pharmaceutical Campaign: Norvatis Corporation The Novartis Corporation is a pharmaceutical company that manufactures markets and distributes over two hundred and ten drugs in America. This company boasts of being the manufacturer of the top four drugs sold in the United Sates. Different medications sold by the company are marketed under different names in different countries. One of the legal requirements for the marketing of pharmaceutical products has been the requirement of putting the physical address and contact details of the company even on advertisement and promotion products. Marketers have used this as a means to give company identity and branding for products and the company. Address Novartis Corporation, 608 Fifth Avenue New York, NY 10020 Contact Details Phone: (888) 669-6682 Website: www.us.novartis.com The company also uses the company logo on all its pharmaceutical products in order to aid brand recognition and company identity for all its consumers. It is very important that all consumers are able to instantly recognize products of a company. That is why the logo of the company will be prominently placed in a strategic position on top of all products. This will also be true of all poster, prescription pads, calendars and other advertising materials used to promote products. This is so that the doctors who prescribe medicines will first think of a Novartis product. The company also provides health practitioners with lists in form of software that helps in diagnosis and the relevant medicine. This aid acts as a promotional tool for the doctors, Taking it a step further they even provide clocks, mugs, pens, water dispenser to healthcare centers and doctors’ offices, chemists, pharmacies with their logo prominently printed on them to help foster company identity. The marketing of pharmaceutical products is known in marketing circles as medico marketing or pharma marketing. It is the activity of advertising or promoting the sale pharmaceuticals products or drug. The producers of these products need to market their products as solutions to their present medical problems and distress. The marketing techniques need to be relevant to the target consumers of pharmaceutical products and have the relevant details. This means that the firms marketing resources and activities have to be very detailed and medically informed. The advertisement for pharmaceutical products by law need to provide very detailed information about drug compositions, side effects, interactions, benefits, information for professionals and all relevant pharmacological information. The consumers of medical products cannot be accessed directly by manufacturing companies but they have to go through legal regulatory bodies and other licensing bodies in order to realize sales. Then also, most of the sales have to be done through prescription. This means that the company not only has to convince the final consumer who is the patient but most importantly the prescribing doctor/ pharmacist. The firm must target the pharmacists, hospitals, patients, and chemists that stock the pharmaceutical products. Government regulatory bodies in market regions need also to be targeted by marketing campaigns (Robin 2008). “The relationship of exchange that exists between the business and its customers through creating value and satisfying needs and wants” (Kotler & Keller 2009).The globalization of markets means that firms need to keep abreast of different market requirements, regulations, needs and wants. This will include distribution statistics as different geographical areas have logistics that are unique to them which will affect the final cost and availability of the product. International marketing of a pharmaceutical product has to take into account its transportation and storage and so that it maintains product integrity. It is important for the customer as the core component to be satisfied with the product. In the case of the pharmaceutical products, the stocking chemists/ pharmacies/hospitals should be assured of prompt deliveries and distribution of the products so that they can market their products effectively. The pharmaceutical firms need to advertise promote and market in the place where their products are used in order generate interest in their products/ services. They need to reach the consumer where they are in their daily lives (Michael & Armstrong, 2009). This means they will need to employ the use of bill boards, posters, brochures, visual advertisements on mass media, and most importantly in hospitals, chemists and ppharmacists.It is most effective to give free samples to government bodies and other regulatory bodies of the firms products and also to make available all relevant date and research to enhance compliance and acceptance of the products in the target market/country. The free samples should also be given to hospitals, chemists, and pharmacies to try out if the product is new. The posters of the product, calendars, mugs, pens and other paraphernalia bearing the product brand name and the companies should be used as freebies to promote the products. These will require the use work with art directors, sales agents to communicate and persuade the target market. Positioning of pharmaceutical products must start with the identification of market problem or opportunities, and the development of solution based on market research, and segmentation. The pharmaceutical product is then offered for sale in cyber of physical form and charged at a price that fits the market after taking into consideration the costs of production, distribution and other costs. The product is given a name which should be unveiled with due advertising that targets the market (Thomas 2007). This will help the product compete against its contemporary completions and if it has, no competitors establish its place as a unique product in its own class. The product needs to have the right price, be advertised and sold at the right place, and promoted in the right way with the right great product. Many have measures and regulations in place to limit and regulate advertising by pharmaceutical companies and all these need to be taken into consideration when advertising these products. Fashion Campaign: Chanel  CHANEL Getty Imageshttp://www.chanel.com/en_US/fashion.html The fashion company known as House of Chanel is well known for black dresses that are both classy and elegant and their ever elegant and perfectly tailored women’s suits. They use the jersey fabric that is meant to be both comfortable and flattering to the female figure. The trade secret of channel is in making garments that are functional and flattering to the female figure without missing class. Other products of Chanel are used to promote other products so that is holistic marketing of all company products even when they are marketing one product. High-end magazines and fashion shows are used to promote the fashion products of channel. http://www.vogue.co.uk/ Marketing management in the fashion industry is a serious business discipline even though it looks like all fun and play on the surface. The world of fashion is a very highly completive one and it takes all the practical application of marketing techniques to maintain a completive edge even though one already has a recognized brand name (Johnson 2002). The fashion house and its management have to many times hire a marketing firm. The global markets have made for international marketing of fashion products take on phenomenal turns in a bid to satisfy the different needs and wants of customers in order to ensure their success. The marketing is done through advertising, promotions and marketing through fashion magazines, fashion channels, mass media, newspapers, magazines, fashion shows, promotions, billboards, film festivals, celebrity vouching and word of mouth. Magazines like Vogue have international influence in the world of fashion and Chanel dominates in featuring their fashion and other products in this magazine and other fashion magazines and shows.   Advertising is an important form of communicating fashion products and services in order to persuade the audience to take the action of purchasing the products (Kent 2007).Positioning of fashion products is the activity of identifying fashion market problems in the target markets of the firm, opportunities and solutions. There also needs to be segmentation of a fashion houses products so that the organization can accomplish its goals in sales volume, brand recognition. “Business is focusing on people and their needs and placing an appropriate price that that will bring profit”(Sexton 2007).The fashion products offered for sale is given a cost price according to the segment it belongs depending on the quality and the target market and its relevance to the customers. The fashion product is marketed according to the specific variables of product, place, promotion and price. Conclusion The type of product marketing depends on the type of product. This is because with this is an activity that needs to be outbound and market or customer facing. The marketing process of products deals with persuading people to buy products. The customers’ needs to feel like they are getting a good bargain/value because it is them who get the benefits but also the assume costs(Kotler 2007). Value is thus subjective and relative (function of consumers estimation) as well as relational (both the benefits and cost must be perceived as positive values).So, for a company to deliver value to its clients/customers, it must consider the known "total market offering." This total market offering encompasses the reputation of the organization, employees, product s and their benefits, and technological. The products characteristics when compared to competitors market offerings and prices are also a marketing tool if the company has an upper hand in value. Value is the relationship of organizations market offerings to those of its competitors as perceived by consumers. Therefore the company needs to understand how ones target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers." Shopper marketing is not limited to in-store marketing activities, a common and highly inaccurate assumption that impairs the spread of any industry definition (Kent 2007). Shopper marketing must be part of an overall integrated marketing approach that considers the opportunities to drive consumption and identifies the shopper that would need to purchase a brand to enable that consumption. These shoppers need to be understood in terms of how well they interpret the needs of the consumer, what their own needs as a shopper are, where they are likely to shop, in which stores they can be influenced in, and what in-store activity influences them. Product management is an organizational lifecycle function within a company dealing with the planning, forecasting, and production, or marketing of a product or products at all stages of the product lifecycle (Lovelock 2004). The Future of print advertising whether it is billboards, newspapers, fashion magazines, magazines, brochures, newsletters, booklets, flyers, direct mail, or anything under the banner of print advertising. This type on advertising is on the decline though it has been the traditional medium of advertising and promotion as the world goes paperless and, as the world gets more and more into mass media and digital media for communication and mobile technology. This calls for a different strategy. “Strategy is the direction and scope of an organization over the long term: which achieves the advantage for the organization…To meet the needs of markets and stakeholder expectations (Johnsons& Sholes 2005). The print media is dying out in favor or digital media. The ipad is replacing the magazine with its high quality pictures. There are less readers of the print and since the future of print advertising in magazines, newspapers and other forms of traditional print media looks fairly bleak but it should still be used even as moves into new generations modes of advertising. This means still using old methods like direct mail, which if done rightly, it still a very effective way to reaching a consumer and grabbing their attention (Michael 1998). The use of visual or native advertising on mobile and video, programmatic advertising working in digital is becoming the norm. Now everybody is developing a mobile strategy and while advertisers agree the platform can be further developed into a viable advertising strategy. Aaker, D. A., Kumar, V. & Day, G. S., 2006.. Marketing Research. 9th. England: John Wiley & Sons Inc. Hoboken.. Johnson, G. &. S., K 2002.. Exploring Corporate Strategy. 6th edition. :. UK, Essex: Pearson Education Limited. 1082 p. 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International Marketing Strategy: Analysis,Development and Implementation. London. : Cengage Learning EMEA. High Holbor. Sexton, D. .., 2006. Marketing 101. New Jersey: John Wiley &Sons,. Thomas, H. D. L. &. W., 2007. Strategic Management & Business.Policy 11th Edition. New Jersay: Prentice Hall. ISBN 0132345153.. Yin, R. K., 2009.. Application of Case Study Research. New York: Sage Publications, Inc. Other Sources: www.novartispharmaceuticals.com/ www.vogue.com www.chanel.com/en Read More