Oliveira Marketing Communication<\/p>\n
Students Name<\/p>\n
Institution Affiliation<\/p>\n
Course Number<\/p>\n
Date<\/p>\n
QUESTION ONE <\/p>\n
Marketing Communications<\/p>\n
Marketing communication describes the process used by businesses to communicate messages and ideas to potential\u00a0customers concerning\u00a0the products that a particular brand offers, either direct or indirect, in order to encourage them to buy (Krizanova et al., 2019). In other terms, marketing communication refers to the various mediums that a business or corporation\u00a0uses to covey\u00a0information about its services and products to clients. For Oliveira, the marketer employs marketing communication techniques to raise brand awareness across\u00a0potential customers, which implies that a brand image is formed in their brains, assisting them in making a purchase\u00a0choice. <\/p>\n
The marketing communications concepts are as follows:<\/p>\n
Sales Promotion<\/p>\n
Displays, exhibits and expositions, presentations, and different non-recurrent\u00a0selling attempts not in the daily routine are examples of sales promotion activities that drive customer purchase and dealer efficiency. The ultimate customers, corporate customers, and intermediaries are targeted via sales promotion efforts that are impersonal and rarely repeated (Pluta-Olearnik, 2018). Oliveira uses these actions in conjunction with advertisements\u00a0and personal selling. Free commodity\u00a0samples, trading stamps, product displays, premiums, discounts, and trade exhibitions are all forms of sales promotions. Store displays are a significant sales marketing tool for several businesses, particularly food, toy, and garment manufacturers. Potential Oliveira customers are exposed to promotional messaging at the time and location of purchasing through displays. Such exposure is particularly meaningful for things purchased on the spur of the moment. Self-service retail outlets supply a wide range of consumer goods. Marketers of these kind of products\u00a0require attractive displays to set their merchandise apart from their competitors.<\/p>\n
Publicity<\/p>\n
Publicity is a method of promotion that is comparable to advertisement in that it is voluntary, appears in the editorial section of the mainstream press, and is related to current occurrences. Media articles,\u00a0also called\u00a0press releases, pictures, and feature stories are the most\u00a0popular types of publicity. Oliveira marketers have much minimal impact on\u00a0the type of exposure their enterprises and commodities get than they do over the messages they send out through advertisement, personal sales, and product promotion. When an editor or broadcasting network programme director receives a press release, for example, they can opt to toss it in the trash, tweak the content, or print or air it in its original state. The mainstream press has complete control over how the news release is handled, and the marketing agent or agency\u00a0has no say in how it is handled. Publicity can be both favourable and detrimental for Oliveira. Certain commodities and brands have gotten negative press; for instance, cigarettes, alcohol, and artificial sweeteners have mostly been labelled as harmful or unhealthy in the press, something they would prefer to avoid. Several corporate and commercial association executives try to cultivate positive working ties with the press in order to avoid negative exposure. They recognize that these public statements do have a negative influence on the firm’s brand.<\/p>\n
The Target Audience for Oliveira<\/p>\n
The section of the population that is\u00a0most likely to engage in an organization\u00a0or brand is referred to as a target audience. A target population is the collection\u00a0of individuals who have been recognized as potential clients for a company. Age, sex, geography, education, and socioeconomic position are among the demographic characteristics shared by target consumers. As a corporation, determining the target population can aid in the creation of marketing techniques as well as the definition of core consumers. Defining a target audience enables for a\u00a0focused and personal engagement to people most likely to acquire the firm’s service or commodity, rather than wasting funds and resources attempting to appeal to just about every customer.<\/p>\n
The marketplace will be separated into portions based on time, sex, and income to determine prospective market segments. With the passage of time, different generations will emerge that choose to dress in jeans. Teenagers, toddlers, and the elderly all want to dress casual in today’s world, which can be readily targeted by designating a category. A further important factor for Oliveira to consider is gender and income, since new denim jeans brands can cater to both men and women, as well as different economic levels such as low, midrange, and high quality, by offering different brands. Since demographic parameters are often linked to client demands and aspirations, using demographics segmentation to identify possible groupings of customers is a good idea. <\/p>\n
For Oliveira, a demographic section of 20 to 35-year-olds makes up the target audience. University students or recent graduates are typically the target market, both females and males. Consumer desires and talents fluctuate with age, therefore becoming older and going through different stages of life are important factors to consider when identifying segments. Because of their genetic make-up and socialization, males and females have distinct views and respond differently. Their buying habits vary, and taking this into account will make finding a new pant brand much easier. The previous basis of segmentation, income group, is also fairly significant and has been used for many decades. Each segment of users has a different level of income and purchasing power, and they shop correspondingly.<\/p>\n
Value of segmenting customers<\/p>\n
Oliveira can utilize segmentation to create good use of their marketing resources, get a competitive advantage over competitors, and, most significantly, display a deeper understanding of their consumers’ requirements and desires. It could also improve marketing effectiveness by disintegrating a vast client base into smaller, relatively manageable components, making it much easier to identify the target demographic and send advertisements to the most appropriate persons, utilizing\u00a0the most appropriate channel (Nica, Gajanova, & Kicova, 2019). Consumers are segmented to identify emerging opportunities, because the act of dividing consumers into groups may reveal the existence of a new market segment, requiring businesses to adjust their marketing emphasis and approach accordingly. <\/p>\n
A further benefit of customer segmentation for Oliveira is a stronger brand approach, because after one has determined the major motivating factors for prospective consumers, like style, cost, or practical demands, one can brand the products correctly. Customer segmentation improves distribution techniques. Knowing the time and particular place that\u00a0customers shop can help to guide sales and distribution tactics, like what kind of things are supplied at specific locations. Consumer retention is yet another benefit of customer segmentation. Marketing companies can use segmentation to target groups that need special consideration, such as the ones who\u00a0churn quickly and the ones\u00a0with the greatest potential worth. It could also assist in the development of targeted strategies that attract the attention of the consumers and result in improved, high-value interactions with the businesses.<\/p>\n
Behavioural Segmentation<\/p>\n
Benefit Sought<\/p>\n
Another essential criterion for segmenting the market for Oliveira is behavioural segmentation, that identifies possible groups of customers based on the benefits they want from a denim jeans brand. Customers might be targeted based on benefits such as style, approachability, convenience, design, and indie. Benefit sought fragmentation is an important strategy since it aids in identifying market prospects and also identifying the value propositions which\u00a0could be desired by various groups of customers.<\/p>\n
Usage Rate<\/p>\n
The utilization rate is another\u00a0crucial criterion for segmentation that Oliveira can apply, as each group of customers has a varied rate of consumption. The corporation can divide its customers into three categories: light, moderate, and heavy product consumers. In the denim sector, for example, heavy product consumers are teenagers, while medium and signal consumers are young adults and seniors. The corporation might generate a bigger revenue through the\u00a0provision of\u00a0unique schemes and offers to heavy consumers of jeans. The rate of consumption is the most appropriate basis of segmentation that the corporation can utilize to determine current revenue\u00a0opportunities.<\/p>\n
QUESTION TWO<\/p>\n
Product positioning<\/p>\n
Product positioning is a critical component of a successful marketing strategy. Product positioning refers to the process of forming an impression of a firm’s commodities\u00a0in the minds of customers by emphasizing the most essential features that set it apart from competitors within the marketplace (Saqib, 2020). Product positioning entails establishing aspects of consistency and distinction that allow a corporate’s offering\u00a0to fulfill industry standard while also providing extra value to customers on significant aspects like as quality, creativity, pricing, leadership, and usefulness, among several others. <\/p>\n
For Oliveira, successful product positioning necessitates a thorough grasp of client requires in order to identify the appropriate communication strategies and ensure that critical messages are received by consumers. Product positioning begins with defining particular, niche market segments that a corporation can\u00a0target, such as women aged 25 to 30, who operate in senior-level management roles, earn $X annually, are unmarried, and enjoy sports. The much more precise one can be, the greater. Aside from analyzing customer on the basis of\u00a0demographic and psychographic\u00a0characteristics, advertisers must also comprehend client demands, particularly in relation to the products and services offered, in order to accurately communicate value as a component\u00a0of their marketing strategy.<\/p>\n
When it comes to the positioning aspects of the marketing campaigns, Oliveira marketers must understand competition pressures. Depending on what the organization understands concerning\u00a0the needs\u00a0targeted audience, appropriate positioning communicates to customers why this firm’s commodity ought to be picked over other competing possibilities. Excellent marketing strategies explicitly demonstrate how and in what aspects the firm’s goods or services distinguish from those of rivals. To be a “me too” commodity\u00a0offering and merely mimicking what rivals do has no significance. Advertisers should differentiate themselves from the competition in areas that are valuable to their target audiences. Product positioning aids marketing teams in determining how their goods differentiate from those available to customers. However,\u00a0knowing this internally is not enough; marketing teams must also convey it to their target audiences. They need\u00a0to select channels of communication that are tailored to engage with their specified targeted customers at periods when they are particularly open to these communications in order to make this work.\u00a0<\/p>\n
The Key\u00a0Benefit Claim (KBC) highlights whatever makes a service or commodity\u00a0stand out from or outperforms rivals\u00a0in the marketplace (Althuizen, 2017). The firm’s marketing messages ought to be focused on this “distinctive\u00a0selling proposition” or “trademark-differentiating proposition.” The KBC of\u00a0Padr\u00e3o Estilizado\u00a0will be “I’m lovin’ it.”<\/p>\n
Hedonic or utilitarian appeal<\/p>\n
Particular\u00a0buying motivations, generally classified as utilitarian and hedonic, influence buying habits. Task-oriented, rational, and cognitive purchasing motives are utilitarian in nature; it all relies on if the specific consuming demand that prompted the purchasing excursion was met (Amatulli, Angelis, & Donato, 2020). Hedonic shopping motivations, on the other hand, could be described as aspects of behaviour that pertain to the multiple sensory, fantastical, and evocative elements\u00a0of consumption, and are thus influenced by the enjoyment relating to commodity\u00a0consumption, with the criteria for success being primarily aesthetic in nature. Padr\u00e3o Estilizado will benefit from hedonic attraction the most. When contrasted to utilitarian communication appeals, hedonic message appeals may result in increased customer perception of item\u00a0and, as a result, higher sentiments about the product.<\/p>\n
The fact that hedonic advantages often inspire positive feelings like cheerfulness and excitement provides the explanation for the projected beneficial influence of hedonic communication appeals on customer responses. Customers usually correlate hedonic item advantages with the achievement of promotional objectives, which are those objectives an individual\u00a0prefers to reach, like “appearing cool” or “being prominent,” according to the regulatory focus theory. As a result, when hedonic product advantages are conveyed, customers perceive a higher likelihood of having a happy experience when using the commodity. Purchasing a commodity with hedonic advantages boosts expected sensations of enjoyment, which, if realised during the consumption process, can evolve into feelings of pleasure, according to the description of hedonic message appeals like those producing gratification and feelings. <\/p>\n
Generally speaking, hedonic message appeals prompt high-arousal positive feelings connected with the ideas of ambition, accomplishment, and advancement, as opposed to utilitarian message appeals which stimulate low-arousal positive feelings (like self-belief) linked with the ideas of security, reducing stress, and prevention. Hedonic message appeals evoke a heightened perception of a commodities\u2019 coolness and, as a result, a boost in customers’ attitude toward Padro Estilizado, because such feelings are typical major drivers of customers’ desire to buy cool commodities.<\/p>\n
Ethical dilemmas<\/p>\n
Ethics is a set of moral ideas that influence how individuals and corporations\u00a0make decisions. Marketing ethics refers to intentional application of fairness norms, or moral rights and wrongs, to marketing decision-making, conduct, and practice in the company (Lemanski, 2018). In a market system, a company is supposed to behave in its own best interests. The\u00a0goal of marketing\u00a0is to give you a competitive edge. When a company outperforms its rivals in terms of meeting the customer experience needs of its target audience, it gains a competitive advantage. Those businesses who gain a competitive edge\u00a0are capable of meeting\u00a0the requirements\u00a0of both their consumers and themselves\u00a0Organisations are often put under pressure by either the\u00a0public or state\u00a0to take greater accountability for their actions as a result of ethical violations. Several folks think that dubious corporate activities prevail because violations actually happen. As a consequence, consumer advocacy groups, professional organizations, and self-regulatory organizations all have a significant impact on marketing (Shabbir et al., 2019). As a result of requests for civic responsibility, marketing tactics have been exposed to a slew of federal and state rules aimed at either protecting rights of consumers or stimulating trade. The following methods for resolving an ethical problem were discovered. Getting to the bottom of the paradox. The situation needs to be thoroughly examined (Ahmed & Mateen Khan, 2017). The presence of the problem can be rationally disproved in some instances. In the case of an ethical dilemma, the corporation may utilize a value theory approach. Choose the option that provides the collective good or avoids the bigger ill. Seeking alternate solutions is yet another option. In some circumstances, the issue can be re-examined, and new answers can emerge.<\/p>\n
OPTIONAL QUESTION: QUESTION ONE<\/p>\n
Role of endorsers in IMC campaigns<\/p>\n
Since celebrities have an inherent widespread appeal, they improve product\u00a0appeals. Stars are legendary, and individuals form bonds with them based on their individual preferences and inclinations. This answers why the Spice Girls were used to promote Pepsi in the 1990s. Whenever superstars have widespread appeal, they influence consumer sentiments, allowing them to get a favourable view of the commodity\u00a0while dismissing rivals (Gauns et al., 2017). Charismatic superstars are likely to have a large fan following, allowing them to market their endorsers’ services. and commodities.\u00a0 Charisma additionally involves the capacity to convey humour, which makes comedian superstars the greatest in marketing movies, music, and communication-related corporate items. Nevertheless, if funny endorsers are really not serious, their affiliation with professionals will suffer. An individual who promotes a product influences the reactions that the same service or product will get from the audience, which is a part of brand personality. Stars have credibility since individuals believe them whenever they see them perform, walk the red carpet, or play. Individuals are more likely to embrace a celebrity’s views, particularly if they have altruistic motivations when engaging in these kinds of ventures (Hani, Marwan, & Andre, 2018). Celebrities guarantee high recall by continually reinforcing the point towards target audience through their looks and attitudes. There is no doubt that if a celebrity amazes them, the audience will pay close attention to them. Inevitably, this draws customers to a brand as they will correlate the charms with the company’s advantages. Individuals interpret concepts uniquely, but when they associate with a charismatic personality, they are more inclined to adjust their purchasing selections to mirror the celebrity’s decisions. Folks believe that affiliation with celebrities improves the quality of the items and the benefits derived from the distinctive\u00a0value proposition.<\/p>\n
Types of endorsers<\/p>\n
One of the types of endorsers is celebrity endorsement. A celebrity endorsement is when a public figure expresses their personal support and viewpoint for a firm or commodity. Another type of endorser are influencers. Whenever an influencer endorses a commodity\u00a0or service, this is known as influencer endorsement. An influencer is a person who has a significant audience on the web as well as in the public spotlight and is well-known. Several influencers use social media because the platforms allow them to publish content and interact one on one\u00a0with the audiences. <\/p>\n
The other type of endorser are the athletes. Sportsmen can efficiently promote things by engaging to members of the audience who are their\u00a0fans as individuals or sports teams. Athletes are individuals who make a living by participating in sports, and there exist\u00a0many varieties\u00a0of athletes who can participate in sponsorships. An athlete may promote a vitamin or piece of technology that they are using in their own workouts, or they may recommend a corporation that compensates them to serve as a spokesman. <\/p>\n
Trade organizations are another type of endorsers. Whenever a trade organization endorses a commodity, it is known as a trade organization endorsement. Such promotions are frequently expressed as phrases or emblems on an item’s package that indicate the trade association and its support. Trade organization endorsements are common in businesses that sell items to a large number of people, as a trade organization can recommend a commodity\u00a0on the basis of\u00a0its safety, usefulness, and other factors.<\/p>\n
Major issues regarding the selection of an endorser<\/p>\n
Among the major issues in association with the selection of an endorser are inclusive of the target market, standing out from the rivals, the potential risk, and the brands identity (Mettenheim, & Wiedmann, 2021). Oliveira should include endorser for both of the new products. This is because an abundance of research has proven that the use of endorsers is effective in the product promotion strategies, particularly new products in the market. <\/p>\n
Categories of nano, micro, macro and mega influencers<\/p>\n
Mega-Influencers-This category of influencers\u00a0is highly prominent on social networking sites as a result of\u00a0their celebrity status, with over one\u00a0million followers. They are quite active on social media channels wherein their target demographic hangs out, and they get a lot of interaction.<\/p>\n
Macro-Influencers- Celebrities, television personalities, sportsmen, and public intellectuals who have a relatively\u00a0smaller audience than that of the mega category range between\u00a0500,000 to 1 million followers.\u00a0 Because they may use their celebrity to garner social media followers, brands should expect to pay a premium\u2014though not as much as the\u00a0mega-influencers.<\/p>\n
Micro-Influencers -Despite the fact that micro-influencers have a significantly smaller audience than mega-influencers, corporations believe this category to be far more efficient with regards to\u00a0trust and engagement. This is basically because micro-influencers have a close relationship with their audience\u00a0and are more niche-focused.<\/p>\n
Nano-Influencers-Nano-influencers, having\u00a0lowest number of followers, provide marketers with a limited reach and, most likely, a smaller one. Whatever businesses miss in outreach, they make up for in levels of engagement. The engagement levels of nano-influencers are the greatest of any influencer kind.<\/p>\n
The mega influencers are the best categories for Padr\u00e3o Estilizado and Estilo Sustent\u00e1vel due to the wider outreach and the fact that the two are new products. <\/p>\n
References<\/p>\n
Ahmed, E., & Mateen Khan, M. (2017). Ethics in Advertising: Exploring the<\/p>\n
Telecommunication Industry\u2019s Employment of Ethics in Advertisements.\u00a0Ahmed, ME, & Khan, MM,(2017). Ethics in Advertising: Exploring the Telecommunication Industry\u2019s Employment of Ethics in Advertisements. Journal of Southeast Asian Research, 1-15. https:\/\/DOI: 10.5171\/2017.722525<\/p>\n
Althuizen, N. (2017). Communicating a key benefit claim creatively and effectively through<\/p>\n
five conveyor properties.\u00a0Psychology & Marketing,\u00a034(1), 5-18. http:\/\/dx.doi.org\/10.1002\/mar.20970Amatulli, C., De Angelis, M., & Donato, C. (2020). An investigation on the effectiveness of<\/p>\n
hedonic versus utilitarian message appeals in luxury product communication.\u00a0Psychology & Marketing,\u00a037(4), 523-534. https:\/\/doi.org\/10.1002\/mar.21320El Hedhli, K., Zourrig, H., & Becheur, I. (2021). Celebrity endorsements: Investigating the<\/p>\n
interactive effects of internalization, identification and product type on consumers\u2019 attitudes and intentions.\u00a0Journal of Retailing and Consumer Services,\u00a058, 102260. https:\/\/doi.org\/10.1016\/j.jretconser.2020.102260Gauns, K. K., Pillai, S. K. B., Kamat, K., Chen, R. F., & Chang, L. C. (2018). Impact of<\/p>\n
celebrity endorsement on consumer buying behaviour in the state of Goa.\u00a0IIM Kozhikode society & management review,\u00a07(1), 45-58. https:\/\/doi.org\/10.1177%2F2277975217733897Hani, S., Marwan, A., & Andre, A. (2018). The effect of celebrity endorsement on consumer<\/p>\n
behavior: Case of the Lebanese jewelry industry.\u00a0Arab Economic and Business Journal,\u00a013(2), 190-196. https:\/\/doi.org\/10.1016\/j.aebj.2018.11.002Krizanova, A., L\u0103z\u0103roiu, G., Gajanova, L., Kliestikova, J., Nadanyiova, M., & Moravcikova,<\/p>\n
D. (2019). The effectiveness of marketing communication and importance of its evaluation in an online environment.\u00a0Sustainability,\u00a011(24), 7016. http:\/\/dx.doi.org\/10.3390\/su11247016Lemanski, J. L. (2018). Traditional and emerging ethical concerns in advertising.\u00a0Annales.<\/p>\n
Etyka w \u017byciu Gospodarczym,\u00a021(4), 21-29. http:\/\/dx.doi.org\/10.18778\/1899-2226.21.4.03Nica, E., Gajanova, L., & Kicova, E. (2019). Customer segmentation based on psychographic<\/p>\n
and demographic aspects as a determinant of customer targeting in the online environment.\u00a0Littera Scripta, 108. https:\/\/doi.org\/10.36708\/Littera_Scripta2019\/2\/9Pluta-Olearnik, M. (2018). Integrated marketing communication\u2013concepts, practice, new<\/p>\n
challenges.\u00a0Marketing Instytucji Naukowych i Badawczych, (2 (28)), 121-138. https:\/\/doi.org\/10.14611\/minib.28.06.2018.12Saqib, N. (2020). Positioning\u2013a literature review.\u00a0PSU Research Review.<\/p>\n
https:\/\/doi.org\/10.1108\/PRR-06-2019-0016Shabbir, H. A., Maalouf, H., Griessmair, M., Colmekcioglu, N., & Akhtar, P. (2019).<\/p>\n
Exploring perceptions of advertising ethics: An informant-derived approach.\u00a0Journal of Business Ethics,\u00a0159(3), 727-744. https:\/\/doi.org\/10.1007\/s10551-018-3784-7von Mettenheim, W., & Wiedmann, K. P. (2021). The complex triad of congruence issues in<\/p>\n
influencer marketing.\u00a0Journal of Consumer Behaviour. https:\/\/doi.org\/10.1002\/cb.1935<\/p>\n","protected":false},"excerpt":{"rendered":"
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