Marketing Strategy of the Elijah & the Mix - Essay Example

Critical Evaluation Critical Evaluation Mission ment The mission ment describes what the brand management team intends todo, as well as mechanisms and procedures to attain successful brand development. In this case, the mission statement was “to successfully develop and deliver a brand launch through utilisation of tools such as logo, website and flyers that are vital in the brand’s promotion and marketing.” The mission statement is appropriate and effective in that it provides accurate information on the desired state of the organisation, as well as the procedures and processes, which are critical in pursuit of the goal and target. ‘Elijah John and the Mix’ will obtain ideal band image that is appropriate for touring and exploiting label contracts in the future. From this perspective, the mission statement is clear, precise and attainable in the development or launching of the brand. Objectives In the outline plan, there are two critical objectives. In the first instance, the plan focuses on the development of a brand for the band ‘Elijah and the Mix’. Second, the plan concentrates on preparing, as well as presenting materials for the future management of the band. From a critical perspective, these objectives are directional and precise, which are essential characteristics towards realisation of the goals and targets at the end fiscal period. Similarly, the objectives are ideal for the determination of the core competencies, as well as keys to success in pursuit of sustainable growth and development within the market and industry of transaction. Nevertheless, the plan should have focused on the integration of various objectives relating to identification and management of issues. That might affect the management of the band in the contemporary and future contexts. In addition, there should have been objectives for the identification of the strengths and weaknesses of the band with the purpose of examining how the band can build on the strength while reducing or minimising the weaknesses. Keys to Success In the first instance, the plan focuses on the creation of a website platform that will be one of the competencies of success in relation to the demands and expectations of the band, currently and in the future. In contemporary marketing, individuals tend utilize online platforms in the process of researching products and companies prior to making actions to purchase. From this perspective, integration of the website will provide the opportunity to enhance the visibility of the band among the target audiences and consumers within the music industry. In addition, websites will be appropriate in ensuring consumers have accurate and substantive information on the band, thus an ideal platform for the achievement of the goals and targets at the end of the fiscal period. Second, the plan focuses on the utilisation of an effective and efficient logo. The approach is critical to improving the awareness of the consumers on the products and services of the band, thus generation of a specific target audience. Similarly, the consumers will use the logo to identify with the band. In the third instance, it is critical for the plan to establish the use of various social media channels. Of particular importance are Facebook, Twitter, YouTube and Instagram. Remarkably, technology contributes a critical role in shaping consumers’ perceptions. Business entities and music companies have the potentiality of utilising social media channels in the course of marketing and promoting the brand. In this context, social media channels will be ideal for enhancing the awareness of the consumers concerning the band, thus the perfect platform for the creation of a target online audience. Another core competence in the case of the band is the preparation of the band for the record label contract. The approach will demonstrate effectiveness and efficiency in the management of the band in accordance with consumers’ demands. General Descriptions According to the general description of the plan, the band ‘Elijah & the Mix’ has undergone a number of name changes because of the tendency of the band to change members on a continuous basis. In addition, there have been transformations of musical styles of the band, thus the opportunity for the band to re-invent itself in accordance with the demands and expectations of the consumers or the target audiences. In the United Kingdom, there are hundreds of bands working within the same genre. These bands are in competition with another, thus the need to utilise a good strategy, right branding, and marketing techniques for the development of a competitive brand (Saravanakumar & SuganthaLakshmi, 2012). Among the greatest implications within the industry is the ability of the band to present itself to attract the audience’s interest in the market or musical industry with reference to the case of the United States. From this illustration, the information is appropriate in highlighting the need for the band to adopt and implement appropriate mechanisms and strategies with the objective of gaining sustainable competitive advantage within the highly competitive industry. Similarly, the description is essential to understanding potential reasons for the transformation of the band to attain the goals and targets while working on the needs and preferences of the consumers. These attributes are essential for the potential investors and prospects to understand the direction and prowess of the band, thus ideal image and reputation within the market and industry (Hill et al., 2014). Management Team’s Goals In the first instance, the focus of the plan is to highlight the potentiality of the band to achieve certain level of future brand recognition. The goal is attainable, but not measurable. It is critical to note that the management team should adopt and incorporate appropriate mechanisms or factors, which will be crucial in the determination of the achievement or realisation of the goal at the end of the strategic period. Second, the management team focuses on the completion of the website and logo development, as well as design brand by a certain date. Similarly, this goal lacks the specific date, which might make it measurable in terms of duration for the completion of the tasks. Third, the management team intends to have 1000 likes on Facebook. From business perspective, it would be appropriate for the management team to aim at a higher number of about 200,000 likes on the social media channels or platforms for increased awareness of consumers on the band’s services and products. That is through focusing on the utilisation of various channels on the social media rather than concentrating on Facebook only, which might limit accessibility of the band to targeted online audiences. Fourthly, the management focuses on obtaining approximately 20 shares, re-tweets and reposts on the social media channels, as well as websites. These attributes are essential in enabling the band to increase the market coverage while concentrating on the online market or segmentations. It is essential to note that the goal is achievable and measurable, thus the perfect platform for proficient management of the organization within the market and industry of transaction (Hitt et al., 2012). Band Description According to the plan, the idea behind the name Elijah & the Mix is that the band consists of a mix of diverse members, thus the utilisation of diversity in the creation of a new sound. The band focuses on the achievement of its desired state through the incorporation of a mix of pop, RnB, soul, and indie music styles. Similarly, the band consists of 5 critical members. The description goes ahead to illustrate each member of the band, thus the perfect platform for accurate analysis of the composition. From the band, it is critical to note that vocalist, Elijah John, comes from Jamaica while the other members are white British males. Moreover, the members of the band have the tendency of wearing dark clothes with bright details with the objective of remaining distinct from the perception of the fans (Eden & Ackermann, 2013). There is an obligation for an institution or organisation to be unique with the purpose of eliminating competition within the market of transaction. From this perspective, this band performs effectively and efficiently through not following mainstream brands, thus utilisation of the timeless style relating to mixed styles representing diversity of the band members. This description of the band is appropriate and accurate in that it focuses on describing the composition of the band, as well as what the band engages in while addressing the demands and expectations of the business entities (Tuten & Solomon, 2014). Like in most business entities and institutions, it is critical to generate a specially unique style in pursuit of the desired successful brand. The band utilises this platform effectively and appropriate in the course of ‘clicking’ with the fans seeking to relate to the style, lifestyle, and attitudes of the band members, thus ideal image and reputation of the brand. It is essential to note that the band has focused on the utilisation of the logo to represent the vocalist a cartoon manner under the influence of dominating colours: black, red, and white. The band also scores effectively and efficiently through utilisation of an appropriate website, which enables visitors to navigate with ease. Fans will have the opportunity to use these platforms in the course of accessing the products, as well as services by the band. Visual Materials Fans should exploit appropriate platforms for effective interaction with the consumers in the industry of operation. It is the obligation of the management team to focus on the utilisation and exploitation of attractive visuals to initiate interaction and maintain engagement of the consumers and the band. Moreover, the website will act as the platform for the fans to access the latest news about the band members, releases, and performances. It is also advisable for the management team to link all the social media channels with the official website, thus the opportunity for the band to promote new material of the artists in the most effective and efficient manner (Magnusson et al., 2013). The approach is essential in ensuring that the band is new and unique in relation to the image and reputation. Target Audience The management team concentrates on targeting young females and males aged between 18 and 28 years old seeking to satisfy their interests in various music genres with reference to pop, soul, and indie music. In addition, the management team demonstrates interests on the consumers with British and other ethnic backgrounds such as French, Spanish, South African, Caribbean, and Italian. This level of segmentation will enable the band to maximise the opportunities while reducing or minimising the costs of transaction in accordance with the demands and expectations of the consumers or the fans. Campaign Overview The plan focuses on integration of a critical campaign approach with the intention of utilising the opportunities and strengths of the band within a specific time. This is evident in the provision of substantial funds with the intention of substantiating the implementation of the clever marketing strategy in accordance with the demands and expectations of the target audiences, as well as the management team (Montgomery, 2011). Marketing Plan Marketing is one of the essential aspects in relation to the achievement of the goals and targets of an organisation or brand through increasing awareness of the consumers on the existing products and services at the end of the fiscal period. Like in most instances, the plan focused on integration of detailed research with the objective of determining the target market, trends and opportunities for the organization to maximise in accordance with the demands and expectations of the segments. The research enables the organisation to overcome various barriers such as development costs, poor consumer recognition and changes in the industry. Such factors might limit the operation of the band aiming at realisation of the goals and demands of the target audiences (Michaelidou, Siamagka, & Christodoulides, 2011). Promotion through Social Media Technology is proving to be a fundamental component in marketing by various entities and brands. The management team has the obligation of using online platform to promote or market products. That is through mailing list for the direct marketing, thus enabling the band to benefit from the increased publicity. Timeline The management team focuses on the execution of the programs and activities for a duration of 14 weeks. This period is fundamental to the execution of critical activities or actions such as website domain name, hosting fee, website developer, graphic designer, search engine optimisation, logo design, and promotion. Integration of the timeline provides the opportunity for the management team to maximise the scarce resources for improved image and reputation of the band. Resources In the course of implementing the plan, the management team should focus on the utilisation of various resources. Some of the resources by the organisation include human resources and expertise in web designing, computer systems, the internet, time, and financial resources. These attributes are critical to the pursuit of sustainable competitive advantage within the market and industry of transaction. Budget From the plan, it is critical to note that the budget is sufficient in accordance with the demands of the aspects of the project. The planning in the budget is crucial in the determination of the feasibility of the project in relation to the demands and expectations of the management team, as well as the target audiences within the market and industry of transaction. Summary According to the general description of the plan, the band ‘Elijah & the Mix’ has undergone a number of name alterations because of its tendency to change members on a continuous basis. It is critical to note that brand is an essential component in pursuit of sustainable growth and development in the contemporary and future. Interaction between the band and the target audience will create a connection, which is vital in pursuit of competitive growth and advantage against other competitors within the industry. Bibliography Eden, C., & Ackermann, F. (2013). Making strategy: The journey of strategic management. Sage. Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M., & Yildirim, G. (2014). Consumer attitude metrics for guiding marketing mix decisions. Marketing Science, 33(4), 534-550. Hill, C., Jones, G., & Schilling, M. (2014). Strategic management: theory: an integrated approach. Cengage Learning. Hitt, M., Ireland, R. D., & Hoskisson, R. (2012). Strategic management cases: competitiveness and globalization. Cengage Learning. Magnusson, P., Westjohn, S. A., Semenov, A. V., Randrianasolo, A. A., & Zdravkovic, S. (2013). The role of cultural intelligence in marketing adaptation and export performance. Journal of Marketing Research, 21(4), 44-61. Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40 (7), 1153-1159. Montgomery, C. A. (Ed.). (2011). Resource-based and evolutionary theories of the firm: towards a synthesis. Springer Science & Business Media. Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal, 9(4), 4444-4451. Tuten, T. L., & Solomon, M. R. (2014). Social media marketing. Sage. Read More