Month: November 2013

Comm 296: Intro to Marketing has been an amazing semester. I’ve always wanted to major in marketing and the group project we did gave me a huge insight into the marketing world and has allowed me to put our concepts we learned in class into use. Assignment number 3 was probably the most stressful assignment our group did all semester.

My team members and I worked super well together doing as good as we could on all our assignments. Editing the video was definitely the most stressful thing I’ve faced. There had been a moment where we finished and lost all our work so redid it and exported it. Never have I ever been so stressed in life, but the problems we faced will definitely help in improving and learning from our mistakes in the future. I learned a lot of new skills though such as improving my video editing skills, working in a team effectively as to minimize the amount of problems a group faces, and last but not least make friends who we’ll be in touch with in the future.

Our group was lucky enough in the sense that we did not have many problems. Every time we’d meet up to discuss about our next assignment it would be a quick meeting where we’d discuss what we had to do, assign our topics, and have one person put it together and submit it which was super effective. This assignment also enabled me to learn more about Telus and the way companies create a marketing plan that would help them succeed. It is a lot of work and definitely stressful. There are moments where a marketing strategy can fail and when it does it’s not great.

This class though has taught me a lot and has shown me a different side of marketing because i always thought it had to do with promotions or advertising, there is a lot more to it. We have so many career opportunities in this field which is good because I love diversification.

According to the blog posted by Mannat Cheema called Miley Cyrus: Market Genius? Miley Cyrus’ marketing team are genius’ by creating a major hype about Miley and making her the “talk of the town” all around the world.

I completely agree with Miley Cyrus being a marketing genius. It had all started off with her song “Can’t be Tamed”. This was the first step Miley made to get away from the Hannah Montana title she held. Her fans grew up, so she started growing up too. After her song “we can’t stop” no one could stop talking about her and how she changed in a negative way. Then came VMA’s and then comes “wrecking ball”. Everything seems to be coincidental, but it is all part of the big plan. Miley had to put herself out there and the only way she could get attention was by making people talk. Haters are going to hate and without them no one would become famous. Look at Rebecca Black through her song Friday or Justin Bieber through Baby. Even though everyone seems to hate the song or be shocked by what Miley has become, the haters will keep watching the video, comment on it or about it, and share it. That is what Miley wants at the end of the day: the attention.

Furthermore, we can’t forget the trends she’s created because of this marketing strategy she has adopted. The twerking, sticking her tounge out to the side, or not wearing pants. It’s all become a part of her style and people who admire her will copy her and those who want to make fun of her will copy her too.

So, at the end of the day, using your haters to make you famous is one genius idea to market yourself.

La Senza is a Canadian lingerie brand that has 335 franchised shops in international markets, however, none of them are in the US. I personally love their stuff and I am a loyal customer. Their lingerie is attractive, affordable, and comfortable, but that is just my opinion. Looking at the bigger picture, this is a big step for La Senza because it’s battling with other well-known lingerie brands like Victoria Secret. La Senza positions itself as a brand where “sexy is an everyday thing” and that you can shop at “guilt-free prices”.

La Senza aims to seek buyers through its sexy appeal, but wants to focus on its value. This lingerie brand segments its market through behavioural and psychographic segmentation. Women want to look good and through sexy lingerie they are not only able to please themselves, but also their significant other. Even though lingerie is not exposed and is covered up, wearing well designed and pretty undergarments makes one feel good, like me, and every other woman. Since young women is La Senza’s prime target market, attractive lingerie, coming from a woman’s perspective at least, self-motivates them and increases their self-esteem. You never have that thought of feeling ugly. It is all psychological. To look good, women wear nice clothes from expensive brands, so the same goes for lingerie.

In terms of behavioural segmentation, once women are pleased with the product they’ve bought, they are very likely to go back and buy it again (or recommend it to their friends like I have). To compete with top brands in the US, like Victoria Secret, La Senza should continue to put effort and stick to the way it has already positioned itself in the lingerie market since day one. It shows that they are loyal to what they believe in and are unique and not just copying what other brands are doing. In order to succeed, they should make sure that they make people understand and realize the VALUE of their products.

Article: http://www.bizjournals.com/columbus/news/2013/10/18/sexy-lingerie-chain-la-senza-to.html