Expert answer:Promotion Mix

Expert answer:check on the doc below, I need paraphraseThroughout this class you have examined a product of the Waters Bottling Company and addressed market concepts/ theories that will play a role in the success or failure of that given product.
marketing_plan.docx

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Section 5 – Promotion Mix/ Personal Selling & Global Markets (Module 5 LASA 2)
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Promotion Mix
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Advertising
Advertising for the WBC is one of the most important tools to use when trying to
reach the large target and geographically dispersed customer base they are trying
to reach. The advertising includes determining the message which is that the
WBC can provide a high quality filtered drinking water. Next is outlining the
promotion schedule, so when the best time to run the ad. Specifying a medium for
advertisements such as what type of media they want to deliver the message.
Lastly determining frequency meaning how often the advertisement should run.
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Personal Selling
Having a sales department is when personal selling comes into play when a
company wants to sell products and services to business customers and eventually
the final customer. Building customer relationships is beneficial because those
businesses can also refer other customers to yours.
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Sales Promotion
Having sales promotions helps to gain customers by offering short term incentives
that are offered to customers or distribution channel members. The WBC can
have promotions such as two for $3, or two for $4, as other water companies and
even energy drink companies do.
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Direct Marketing
Different direct marketing techniques are used for various products for the WBC
direct mail marketing would work best, this would be the best way because it
would allow the company to send out promotional offers. It would also allow
them to reach a bigger targeting market. Other types of direct marketing would
not be beneficial for the company, types such as telemarketing, catalog and direct
response television marketing.
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Public Relations
There are several types of public relation activities that can include new publicity,
business features articles, finance releases, and product releases, corporate
identity materials, as well as background editorial, also sponsored events. For the
WBC a sponsored event would be the best type of public relations campaign.
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Brand Management
Brand is comprised of spoken and written words or letters, brand markings including
logo. Brand character, legal trademark declaration and trade name. With a brand name it
should be easy to say but also distinctive and compatible with the products line.
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Branding Strategies
Brand strategies can be employed by a different number of ways. Individual
branding is one this involves naming each product differently to eliminate market
overlap. Umbrella branding is another strategy but all products are branded with
either the same name or variations of the same name. This allows promotion
efforts for one product to benefit all other products. Line family branding is next
and includes having the same brand name for all products in one product line.
Multi-branding is adding several brands in the same product category. Cobranding is combining two well-known brand names in one product offering. The
best one for the WBC is individual branding, if the company decides it wants to
expand and have different variations of their product then they would use one of
the other types of branding strategies.
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Emotional Branding
Emotional branding is discerning and defining your target audience’s core
emotional need that refers to the practice of building brands that appeal directly to
a consumer’s emotional state. If a consumer is getting done with an outdoor
activity there state might be tired and thirsty that is when they would want
something to drink. Then the branding would be targeted towards that consumer.
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Brand Extension
Brand extension is using the existing brand as part of a new product. This would
work if the WBC wanted to have things such as flavored water then they would
use brand extension.
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Global Markets
The Global market environment is rapidly changing, many companies are expanding and
building relationships overseas which is what helps a company to prosper and survive.
The WBC would want to build relationships with companies who also do business
overseas. By building relationships that way it allows for more contacts in different parts
of the globe. Before a company can do business in the global market they need to
develop a strong brand domestically.
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Opportunities & Challenges
Opportunities and challenges can arise from the global market. The company
must consider the political and cultural attitudes for the potential market that they
want to introduce their product into. The frame work for this is called PEST and
stands for Political factors, Economic factors, Social factors and Technological
factors. In the global market the product and promotion has strategies which can
include, maintaining product and promotion uniformity worldwide or the
company can adapt each promotion and/or product for each global market it is
being introduced into.
Executive Summary
This marketing implementation can be put into place with the help from all of the
departments in the company including but not limited to the public relations
department, and the accounting department, the roles from the advertising and
marketing department will play the biggest role but only after they meet with the
other departments and figure out a budget and timeline. The 4P’s of marketing
also including SWOT and the planning Gap analysis will play a big role in
achieving the goal of the company which is to have their product reach a variety
of consumers.
Careers in Marketing
•List the sections of the marketing plan.
Sections of the marketing plan would include Target market, SWOT analysis, Market goals and
objectives, marketing strategy and action plan, also Market budgeting.
•Identify possible careers associated for each section.
Careers associated with these sections of the marketing plan include brand management, buying and
planning, including advertising managers. Also process management is a part of marketing to ensure
that production of the product is able to meet the potential target market. Graphic designer to create a
product that will appeal to the target market.
•Select two of those career choices and discuss the skills required to secure these two positions.
An advertising manager is responsible for preparing budgets for campaigns also creating products and
services and work with sales staff to design advertising campaigns. Advertising managers require
general management skills. Skills to plan and monitor the different stages of campaign development so
that advertising content is ready for publication date. A typical job description for the Brand Manager
role may include Manages, develops, and implements marketing activities to maximize sales of an
assigned brand.
•Determine what steps you can take to develop those skills.
Steps to take when developing these skills can be acquired through schooling but also hands on
experience. After schooling is complete it will still take work to be in those types of management
positions.
References
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