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This paper includes the analysis of the market situation, marketing and communications objectives, recommended strategy, targeting/segmentation issues, tactics and actions plans, and people resources implications; lastly, is the deployment of the budget and rationale, the critical path of the plan activities and a crucial part of monitoring and measurement activities.
The digital audio device market constitutes an annual growth rate of 25% in the hi-fi product market. “Portable digital audio devices...are becoming very popular with young people, with a projected worldwide market size of 20 million units by 2005” (Mourjopoulos, 2005, p.303).
Blackberry maker Research in Motion (RIM) is the chosen based company that will enter the hi-fi audio market. In terms of market gap, Blackberry is stable and one of the fastest growing companies in the consumer electronics market. In the recent Smartphone market shares survey, Blackberry is in the second place with a market share of 17.8% (What hi-fi? Sounds and Vision, 2010). In the worldwide mobile phone market, Blackberry is at the fourth place with a 100 millionth shipped device. There are many predictions that Blackberry will be left behind by its competitors because “RIM services are pretty left behind with less attractiveness as well as loyalty from both developers and customers” (TMart Es, 2010). Because competition is very tight, Blackberry is now in total market share protection mode just like by making some of its product inexpensive (Dunewood, 2010). With this kind of performance, rest assured that it would not be difficult for RIM to introduce the new range of hi-fi audio products under Blackberry’s brand name.
Blackberry’s usual target market is the business professionals and high income executives; however, the younger age groups will be added as the new target consumer group for hi-fi equipments. The range will be targeting the young generation because these
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The company specializes in the sale of beverages, particularly smoothies, fresh fruit juices and flavored drinking water which is the company’s unique selling point (DATAMONITOR, 2004). It has international presence in countries such as Ireland, Netherlands, Germany, France, Austria, Belgium, Denmark and Switzerland (Davis & Baldwin, 2005).
At the moment, it has over a thousand hectares of vineyards, and has an annual production of about 26 million bottles of champagne. The company’s main products are Imperial, Rose Imperial, Nectar Imperial and Grand Vintage (Moet & Chandon). These are sold all over the world through company retail outlets, franchises and establishments in the hospitality, entertainment and sports industries.
TOMS Shoes began in Argentina, the sky blue and white colour on the TOMS Shoes logo thus, represents where the idea of the shoes company was conceived and that is Argentina. As a matter of fact Argentina was the first place where TOMS Shoes were given out for free. The company has managed to sell over a million pairs of shoes.
According to the report Royal Caribbean Cruises Ltd are currently ranked second in the cruise industry, and this is a position they would like to improve on by expanding their services into the European market, where travellers have not been deterred by the threat of terrorist attacks. Royal Caribbean Cruises Ltd is also looking to increase its home market in the US.
Marketing communications strategies will therefore have to concentrate on these issues in order to become effective in inducing further sales of chocolate confectioneries, and avoid a pattern of decline in sales growth brought about by the impact of the said issues. Some
There has also been a resurgent sales trend in Japan and the US, as well as China. These new champagne markets and the apparent departure from austerity in Western Europe act as an opportunity for Moët & Chandon.
Moët & Chandon is focused on market segments in the
Successful brands in the modern era rely heavily on the promotional activities and the marketing campaigning. According to Fill, in order to retain a competitive position in the highly competitive business sector, business organisations need to make sure the brand popularity remains intact and the customers are attracted towards the brand name.
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