Google has introduced a new five inch Google smartphone in late autumn 2013 which is co-developed by Google and LG Electronics, and this is the first device run a new Android operating system (AndroidTM 4.4 named KitKat) which also the fifth smartphone in the Google Nexus series, called Google Nexus 5. Continued the success of the last Google device Google Nexus 4, Nexus 5 released on October 31st, 2013 (Mariano, 2013) with two colour black and white and it rapidly became the top hottest seller when Google had run out of this Nexus 32GB black model in just six days after its release date in the United Kingdom (UK) according to Tung (2013).
However, despite the fact that Google Nexus 5 in two memory version 16GB and 32GB has raised their sales by attracting their customers through its low price (£299 and £339, respectively), the marketing communication is still needed in order to increase dramatically the sales of this potential smart mobile device, and at the same time to develop a great chance to compete with top ranked smartphone in the near future. The purpose of this report therefore is to recommend a marketing communication campaign by conducting a context analysis in relation to Google Nexus 5, set its objectives, recommend promotional strategies, evaluation and control activities.
SOSTAC Planning System
The SOSTAC planning system will be used in this report as an initial framework to develop a communication plan for Google Nexus 5. It is one of several ways to develop a marketing communication campaign which consist of all essential elements that any plans must have. The SOSTAC system includes situation analysis (or context analysis), objectives, strategy, tactics, action and control (Smith and Taylor, 2004). With a simple ...
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...ith Google current strategy and plan on Google Nexus 5 in United Kingdom, consider more about firm’s CSR and ethics stance. Moreover, key Google competitor will be identified in this business context section.
Works Cited
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Mariano, K., 2013. Google Nexus 5 Release Date Now Points to October 31. [online] Available at: http://au.ibtimes.com/articles/517027/20131026/google-nexus-5-release-date-features-specs.htm [Accessed: 20 Jan 2014].
Smith, P. R. and Taylor, J., 2004. Marketing communications: An Integrated Approach. 4th ed. London: Kogan Page.
Tung, L., 2013. Black Google Nexus 5 model sold out in the UK?. [online] Available at: http://www.zdnet.com/black-google-nexus-5-model-sold-out-in-the-uk-7000022869/ [Accessed: 20 Jan 2014].
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Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
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Advertisements are given 30 seconds to demonstrate the product feature being used. Samsung will utilize all the more entertaining commercials now when their target audience would in all probability be viewing. Samsung would likewise promote during well know TV shows, reality, sports games. Acumen facilitated 29 top level media including TV3 News, Breakfast TV and Newstalk ZB in New Zealand (Acumen Republic, 2014). Samsung made television notices to produce brand awareness.Samsung and promoting agency Cheil Worldwide have released another funny campaign recently.The features present energizing Samsung Galaxy S5 and its cool qualities. In the first spot we can see people, whose mobile phones batteries run out even from a pessimistic standpoint minute conceivable. In any case, the telephone 's new elements empower force sparing. Radio can be used to focus its message to consumers locally. Samsung can use the radio to reach users on their way to work or any other time that users are in their
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13. Shimp, T., and Andrews, C., (2013), Advertising Promotion and Other Aspects of Integrated Marketing Communications (9th Edn.), Cengage Learning: Mason.
The marketing channels I identified for the scope of this assignment are television and social media marketing. I cannot remember the last time I did not see a television advertisement from Samsung featuring their new and improved phones. Additionally, Samsung does a good job of utilizing social media to promote their products. Samsung has a Twitter, Instagram, and Facebook solely dedicated to their product line of Android phones. With advertisements spread out all over the web and television, Samsung does a good job of using IMC to ensure an effective
Jib Fowles analyzes advertisers’ methods to appeal to consumers. In his article, “Advertising’s Fifteen Basic Appeals,” Fowles addresses fifteen methods advertisers use in order to persuade consumers to purchase their products. Like most brands, Android uses these techniques among others to appeal to the masses. One technique in particular is the use of
Marketing communication assists in the development of brand awareness. This implies that customers will interpret product’s information into how they perceive that product that will subsequently affect a product’s position in the market. Furthermore, marketing communication is used as a means of maintaining existing customers, as well as built strong relationship with all the market stake holders. There are several marketing communication strategies, and the challenge to businesses if finding the right one to use. Choosing the most appropriate marketing communication strategy may ensure a product’s success in the market. More often than not, business will require using more than one strategy to effectively disseminate the massage the company is trying to send. Below is an example of the best strategies for different businesses.
When creating a marketing mix for a product, the company needs to look at the 4Ps: product, place, price and promotion (Eugene McCarthy, 1960). “When considering the 4 P’s of the GoPro, it is clear that the company’s success has been due in large to such great marketing.” (Suki Chan, 2013)[1].
Petty Ross D. Editor's Introduction: The What and Why of Marketing; American Business Journal, Vol. 36, 1999
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
There are many different approaches to the marketing planning process. The one most widely recognised is the SOSTAC model developed in the 1990’s by PR Smith. The model is straightforward and goes through the process of building a marketing plan, ensuring that all relevant factors are considered, without excessive and expensive detail. Finally looking at the practical issues of putting the plan into practice.