Through out the term, as I learned more information on marketing strategies and principles, in conjunction with the marketing plan assignment, the more I realize how much effort marketers put into their marketing campaigns, and usually without the consumers realizing as such. Furthermore, the different parts of the marketing plan assignment, from environment analysis to STP and finally marketing mix, I became aware of how crucial each step is and how it lays foundation for the next. Our group did not identify a market segment that is specific enough and we quickly realized we were unable to produce a proper marketing mix based on the STP.

In deciding materials for the video, although we take it for granted as a consumer, it was difficult creating a video that engages intended viewers and holds their interest. It was also difficult for us to recommend an improved strategy for a large successful company such as Toyota. Without looking ahead at the time, after we have decided on our recommended marketing strategy and created our video, we found out Toyota’s new marketing strategy encompasses some of the points we wanted to make, once again supporting the notion that Toyota is constantly listening to the market for feedback and advice.

Often time, the difference between an effective and ineffective advertisement rests in the ability for the audience to feel connected to the image being presented. The following video is a terrible example of trying to pass something on as genuine.

The actors hired to be portrayed as everyday normal person fails to establish their connections to the audience in my opinion, combined with cliche acting. One of the principles in marketing is that consumers tend to connect and like those whom they feel are similar to themselves. In the above video, QRay may have created the video with that idea in mind but it was terribly executed. Although the bracelet is supposed to bring a positive dimension to those wearing it, the ineffectiveness of the advertisement made me question the authenticity behind the claim.

In response to the recent media propaganda produced by the big 3 telecommunication companies, the Canadian government had recently broadcast a media campaign of its own.

http://youtu.be/0ath9w1VmSE

The above commercial was launched with the intention of educating Canadians on the current wireless market situation;however, it had come way too late and had not generated much impact in the population. Verizon had already indicated they no longer have any interest in entering the Canadian market and as a result, Canadians are still stuck with one of the highest cell phone charges in developed countries. This is crucial because had the Canadian government launched its own media campaign in response to the propaganda portrayed by our cellphone network providers, we may have had a different outcome. This is also a case of the first movers advantage

In a recent case of media propaganda, three major Canadian telecommunication giants banded together and launched a media campaign aimed at “protecting” Canadian wireless industry in anticipation of the entrance of Verizon Wireless into the Canadian market. Canada is widely considered to have one of the highest wireless rates among developed countries, especially by visitors. In an attempt to convey favorable information to Canadian consumers, Rogers, Bell, and Telus claims Canada wireless rates are up to 55% cheaper than comparable plans offered by the two largest U.S. service provider.

By selecting only a section of a report to claim as facts without including the context or origin intent of the report, and unfairly comparing plans without disclosing how they are measured, I believe it is a breach of good business ethics. The three companies also attempts to manipulate the Canadian consumers by bring a sense of patriotism to their campaign, claiming the possibility of Verizon taking jobs away from Canadian and outsourcing to foreign countries. It is known as a fact that the three companies also outsource various aspects of their businesses so they should not be in a position to criticize others. Most importantly, the three companies are expressing serious displeasure of the entrance of Verizon not being fair, while they hold more than 90% of the Canadian wireless market and essentially formed an oligopoly.

Canadian government should have the ability and initiative to take action against such misleading media campaigns that prey on consumers and a breach of business ethics