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By doing so, it becomes easier for the company to spread the message and brand image in an effective manner. This type of promotion is called as Above The Line Promotion.
Direct marketing is one of the most widely used strategy for promoting brands and product. Apart from Above The Line strategy, Vodafone also operate direct marketing channels in which it delivers its product through direct sales agent, super call centre and tele-calling.
Vodafone owns number of stores all over the world through which it sells its product directly to its customers. Stores often propose promotions, special offers and posters pertaining to point of sales in order to attract those customers which are inside the store so that they buy more.
All the marketing channels mentioned above for Vodafone are integrated channels of marketing. The reason is for integrated marketing channels, there is a holistic approach to keep harmony among all the channels. In case of Vodafone, the message, brand image and marketing strategies are consistent and therefore they complement each other. Since it opts integrated marketing channel strategy, Vodafone isn’t promoting differently through any of its marketing
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A marketing concept embraces the philosophy that good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches to the problem of how to get a product needed and desired by a group of consumers to be selected and purchased by this group.
The Marketing Teacher (2000) cited Barwell to expound on the term by indicating that “the marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires” (Marketing Teacher, par.
Hence marketing becomes one of the most crucial aspects of a business. Kotler et al (2007:7) has defined market as ‘a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’.
The guerilla marketing campaign of the T-Mobile company was run for five consecutive months by sponsoring near to 25 events in the local festivals, state, and county fairs. T-Mobile has very well comprehended the importance of such marketing initiatives for the company’s success by activating 5,000 new accounts at such events and organizing more than 26,000 “Mobile Makeovers” (Chipps 1).
This is because the objectives of the issues involved can have resemblance. Whether large or small, most marketers if not all, always struggle to meet customer requirements and at the same time meeting their own commercial and marketing objectives. The marketing planning process needs the harmonization of open- based decisions at the peak of the commercial level with more closely distinct actions at the bottom.
Intensive research conducted on integrated marketing communication for introducing the product requires a promotional strategy that includes a number of media platforms to promote the customised cell phone. Discussion on internet marketing, print media, integration of
It is in this reason that the proponent of this paper tries to gather information about the basic concept of marketing and the probable impacts of internet on the dominant logic of marketing. Considering that the traditional-based marketing has