LifeProof as the Best Case Manufacturer in the World - Essay Example

LifeProof Cases PART The company is LifeProof. An increase in device usage even in between other activities gave rise to the idea of helping people enjoy using them in risky areas like when surfing, swimming or when in dust prone environment. LifeProof delivers a world class rating against water penetration into any electronic device especially phones and iPad. The company was chosen upon because it is committed to making life interesting. People have a chance to enjoy life and thus electronic devices should not be a barrier. The company gives mobile phone users confidence of venturing into hazardous places while affording to have fun without necessarily destroying their devices. It assures 100% protection. LifeProof sells cases that are water proof, dirt proof, snow proof, and shock proof to prevent unexpected damage to products like IPhone 4, 4s, 5, 5s, 5c, 6, 6 Plus, IPad, IPod, Samsung Galaxy S4, S5, and Motorola Droid Turbo. Target groups The company targets families, mishaps, dirty jobs, adventurers, and sport and fitness. All the mentioned groups rely heavily on their mobile devices and thus are at high risk of losing them due to high exposure to water, dust, snow, and other types of dirt. Differentiation To counter competition, LifeProof uses a unique mechanism to differentiate itself in the market place. Customers need assurance, trust, and reality evidence to ascertain the functionality of the cases. LifeProof uses this to differentiate itself since it offers 100% protection guarantee. To make this possible, it ensures quality is observed from the first step when making the cases. A test is done on every case to ascertain that they do not leak. Should any of them leak, the company scraps it. The company already understands that most phones fumble when as a resultant of shock. With such information at hand, the company capitalizes on it to differentiate itself in the market by coming up with high quality cases that surpass the existing military specifications for drop protection, thus keeping electronics maximum protection even if they fall from high grounds. Positioning strategy LifeProof, while aware of various positioning strategies in marketing, it opts using a positioning strategy based on product class. iPhone, iPad, Samsung S4 and S5, and tablets are expensive and very people in high class can comfortably afford. The company relies on this strategy because people have a belief that such mobile devices are unique, of high quality, and expensive. LifeProof makes cases of such mobile devices to differentiate themselves in a market. Marketing mix The major products that LifeProof deals with are compatible with iPhones, iPad, iPad, Samsung Galaxy S5 and S4, Motorola Droid Turbo, and tablets. Pricing for the cases is dependent on the models and size of the gadgets. For instance, phone cases are priced at $79 while tablets at $130. The company sells the cases through different distribution channels like retail stores, phone carrier stores, and its official website. The issue of place is not a big problem for the company since it reaches out to all its customers all over the world. Upon manufacturing the cases, it ships them to their designated places. Advertising campaigns and IMC strategy Advertising is an important part in marketing because it influences sales. Effectiveness requires a collaborative combination of elements of integrated marketing communication. The compny uses media to familiarize the public and potential investors the press acts like a platform on which advertising messages are expanded. For instance, LifeProof advertises its products on Face book, Twitter, and YouTube among other internet based platforms. The message content on all these platforms is always consistent. It is effective since people are in a position to perceive the product cases in the same manner. PART 2 Life Proof’s potential customers are college students, teenagers, adventurous people, and journalists. This group of people has a craving urge for technological devices for research, fun, status quo, and fashion. The company’s business environment ranges from retail, aviation, and field work among others. Mobile devices are a perfect companion in a retail environment because they shape the interaction between business entities and customers. Already, there are thousands of helpful apps that have already transformed modes of payment. Therefore, LifeProof offers maximum protection to devices in cases where there are multiple users like when customers need demonstrations on how to use a particular product. Aviation is among business environments that quickly changes and adopts new technology. LifeProof eliminates the worry of plots when handling delicate devices in turbulent flights. Field work requires a close link office work. With LifeProof at hand, users find it easy and safe to use tablets even in situations where they can drop, be rained on or be exposed to dust or snow. Trends impacting the marketplace Customer preferences People have a close bond to shapes and colors. This has a great impact on the survival of LifeProof product. Color defines personality and due to such trends, the product faces competition especially when competitors come up with clear, captivating, and unique color combinations. Restrictions Device manufacturers retain the patents and in most cases bar anyone from imitating their new devices. This means that LifeProof has to rely on speculations and not real information in coming up with the cases. Sometimes, after the device manufacturers have launched their products, they give allowance to case manufacturers to access their technical designs. Everybody gains access to the design, which indicates that the cases will be produced in masses thus killing competition. Repositioning There is substantial evidence for LifeProof to re-position itself. The three business environments: retail, aviation, and field work have given rise to competition. As seen earlier on, the company specializes in making device cases for world best device manufacturers like Apple and Samsung. The company should reposition itself by designing cases for other manufacturers like Sony, Microsoft, and HTC among others. Segmentation LifeProof, since it manufactures devices for high profile devices, it concentrates its sales energy in the United States. it has to be aware that other parts of the world want to have a share of its creativity. It should geographically segment its markets so that people in the Middle East, Africa, Asia, and some parts of Europe get to benefit from the products. In addition, it should expand its target customers. Apart from students, youths, and adventurous people, it must incorporate companies, field workers, teachers or instructors, security personnel, and production units among others. Media Apart from relying on internet enabled media platforms; the company should reach out to the customers through its sales representatives, use printouts, advertise on local radio and television stations, carry out road shows, and sponsor events. Advertising campaign DO NOT WORRY! ENJOY EVERY MOMENT. PROCTECTION IS GARANTEED Source: http://www.discogs.com/John-Williams-Jaws-The-Collectors-Edition- Soundtrack/release/5359552. Elements of IMC Strategy The common elements of integrated marketing communication (IMC) are Media, Consistent messages, Design consistency, Reinforcement, and Sales Alignment. The advertising campaign can be integrated with different media platforms especially social media platforms, local and international television networks, print media, and the use of an official company website. The consistency in the message makes people familiar with the product, its uses, pricing and availability. Each time a shark will be displayed, people will tend to associate it with LifeProof. The advertising campaign can be integrated to act as reinforcement to the sales team. This means that all entities in the marketing department will work together to achieve organizational goals with reference to the set advertising campaign. If the integration is successful, the elements can elevate the company to higher levels since there will be stimulation in demand. Rationale behind the advert The advert above illustrates how LifeProof, through its unique creation gives people an opportunity to venture into another world without the fear of danger. Protection, gives users courage to enjoy life without worrying about the traditional outcomes. People tend to be protective in situations where they are not protected, threatened, or in fear of danger. However, as evident in the picture, the guy dares to ride in a Shark’s jaw comfortably, which an indicator of courage because of the bond is created between nature and human beings. LifeProof aims at attaining this bond. Making human beings experience life without the fear of losing or damaging their electronic gadgets even when exposed to hazardous elements. Shark floats on water, resistant to harsh marine environments, and adventurous. LifeProof cases are water resistant, helps object float on water should the fall in water, and can withstand other objects entry. Conclusion LifeProof has proved to be among the best case manufacturers in the world. They have not disappointed at all. Having the capability to work with world class device manufacturers like Apple and Samsung, it is proof that it can adhere to standards. Mobile devices have become a daily companion in the 21st century. Given their fragile nature, high exposure to risk of damage, LifeProof comes in to save user by providing resistant cases to help reduce or evade such issues. Work cited Williams, John. Jaws (The Collector’s Edition Soundtrack). Japan. Decca Music Group Limited, 2000. Print. Read More