Douglas MacKellar

My experience with the Marketing Plan Assignments give me an insight into what it would be like to work in a marketing department for a large national corporation. I learned that it was important to remain target and goal focused when working in a team of five. It was easy to become side tracked with bright ideas and conflicting thought patterns when trying to execute a paper composed of the work of multiple contributors, that is why it was important for us to come up with a visual representation of where we wanted to take the project. By outlining a skeleton for our projects we quickly learnt to delegate and assign work to suit one another’s strengths in an effort to reach our goal. Personally I learned how to better package and demonstrate my ideas to a group with a common goal in a manner that was easiest for them to understand. At times our group required a leader to make executive decisions and to put in the extra care when signing off on a piece of work, I felt that I assumed this role, during which I learned that working in a group forces you to respect the work of others.

If I were to do things differently next time I would treat meetings more formally and streamline our work processes better. I think we should have elected a leader that we were comfortable with and who was willing to give the final sign off on assignments. It seemed that we assumed these roles as time progressed and members interest’s varied according to the assignment scope. With an elected leader to report to members would have been accountable for doing creditable portions of each assignment and our group could have been more efficient instead of turning up to meetings to decide what we felt we wanted to do.

Overall I would take away an experience that enlightened my understanding of the marketing process. I realised that you have to be goal focused with the final product in mind at all times. It is important bare in mind the content and ideas you are communicate and whether or not they are truly effective.

This post is a continuation of one previously written on the subject of the AIDA model, specifically awareness and can be found here. As mentioned in my previous post the AIDA model comprises of four stages, Awareness, Interest, Desire and Action, for which marketers strive for the “think, feel, do” response from customers. After awareneess comes Interest, a continuation of the “think” response marketeers are trying to evoke from potential consumers. The Interest phase of the model can often be attributed to the selling point or value proposition of a product. By displaying a products main feature or function marketeers can appeal to their target audience. The direction or level of appeal is entirely dependent on that target audience and the manner in which the product or company wishes to be perceived, however, often companies base it on the products ability to aid customers save time, money or gain satisfaction or pleasure. Pepsi appeals to customers in their “Pepsi Twist” commercials with the products ability to offer an alternative to their conventional soda. The lemon “twist” is apparent in their add with a large fictitious lemon character standing on what appears to be a conventional Pepsi can gaining the interest of customers looking for a soda with a tangy difference, perhaps a younger target audience due to the actions performed by the lemon!

 Interest goes hand-in-hand with Desire in that both factors are trying to initiate a feel element amongst consumers. Desire is arguably an extension of Interest in which marketers are attempting to continue a consumers interest in a product so much so they can visualise themselves using it. The marketing department can also entice customers to Desire their products by presenting it in such a way that offers a warranty, a BOGOF, or a claim/review. It may be difficult to explain this factor in our Pepsi Twist example, however, if someone were drinking the soda whilst the lemon character was present this could cause customers to want the refreshment the product offers. Looking at Apple’s iPad, their product is displayed in such a way that appeals to on-the-go, professionals interested in the New York times news paper. This display can create an Interest but it is when the product is shown in such a way that potential customers can see its ability to run Java, an object orientated programming language, that customers Desire the product.

Sources:

http://www.noupe.com/design/the-aida-marketing-model-in-web-design.html

http://www.apple.com/ipad/business/get-started/

http://www.fanpop.com/clubs/pepsi/images/83654/title/pepsi-twist-photo

For those that don’t know the AIDA model is a simplistic rendition of the mental stages marketing communicators attempt to move a consumer through in an effort to gain a purchase. The AIDA model comprises of four stages, Awareness, Interest, Desire and Action (as the acronym suggests), for which marketers strive for the “think, feel, do” response from customers. This “think, feel, do” response isn’t necessarily so concrete, for instance, an individual may sense the sudden urge for an ice cream on a hot summers day causing them to make a purchase, therefore they feel and do before they think. Some may argue this sporadic style of purchase is confined to low cost, fast-moving, perishable goods, and they might be right with average incomes and needs in mind, but what of infrequently purchased, luxury goods that demand a higher price, well, this is where the model comes into full-effect.

With advancements technology and trends as well as the complexity of the products being sold today the AIDA model has evolved and been refined to better communicate elements of a product to consumers. Focusing on the stage of Awareness that has now become a utopia for graphic designers and artists to attempt to attract audiences in new and creative ways, however, through all of this a few basic concepts that lay the foundation of product recognition emerge; strong imagery, and strong typography. Clear and strong imagery isn’t new to the process, however through the revolution of photoshop marketeers can produce images that are more striking and beautiful to look at. Apple is no stranger to this. The Apple website presents viewers with a large image of their new iPad on a white back drop in such a way that can’t be missed, it is also displayed along side the previous version to give viewers an understanding of it’s relative size (a selling point for this new model). The use of typography is such a strong tool in creating awareness it is often used in the logo that defines the company or product. Bright headings, coloured fonts and incorporated textures help the company emphasise key selling points or slogans surrounding the product. UBC does this in the majority of their advertisements in an effort to attract new students.

This blog post is the first in a series detailing the AIDA model, please check back soon for more posts!

Sources:

http://www.sweettoothrewards.com/blog/2013/01/22/aida-using-this-marketing-model-to-improve-your-loyalty-program-part-2-of-6/

http://www.noupe.com/design/the-aida-marketing-model-in-web-design.html

Television, film, radio, food, magazine and other publications, the term Oprah is a brand of mammoth proportions. Centred around promoting constructive controversial issues, health and home, spirituality, self improvement and the discussion of taboos, Oprah Winfrey has created a brand responsible for instigating a new, far more intimate era of tabloid, talk-show mediums. The biggest gamble Oprah made was the first in the extension of the brand from TV to magazine.

TV, a form of media that is more accessible and informal than a magazine allows for a level of spontaneity, characteristic empathy and  the ability to connect with people that Oprah is so famous for, so when she decided to launch her magazine in 2000 many had their doubts. Within the first month the magazine was launched those doubters had been silenced and O, The Oprah Magazine had become the first branch of the Oprah brand extension. The magazine is still available today and with two different edition and over 2.7 million copies sold, the publication is here to stay. The reasoning behind why Oprah managed to make the transition from TV to magazine so easy has been boiled down by MediaBizBloggers’ Steve Blacker into ten core values that Oprah has maintained when introducing different forms of media. By maintaining these core values Oprah has been able to simply transfer the way in which she communicated with her audience without compromising the relationship she has with them. Essentially the ease to which Oprah can extend her product, the connection and respect she has with audiences, has allowed her to challenge a new segment of media and grow the Oprah Winfrey empire.

Sources:

http://www.mediabizbloggers.com/steve-blacker/83556152.html

The 10 Best Brand Extensions Ever (According To Me)

http://www.brandchannel.com/papers_review.asp?sp_id=1222

Oprah’s Network: Brand Extension

http://abcas3.auditedmedia.com/ecirc/magtitlesearch.asp

The Starbucks Coffee Company has been ranked as the most ethical Restaurant and Cafe by EnvironmentalLeader.com, amongst 38 other ethically leading companies operating today. The achievement awarded to the Seattle based company not only for it’s contributions to advancing and promoting the “Fair Trade” campaign, an organisation aimed at encouraging bargaining rights for producers in developing nations, but also for honouring its employees, the community & environment, and consumers at large. The company boasts it’s commitment to seeking out profitable business endeavours whilst remaining socially aware. Starbucks practices great ethics from behind the cash register by creating a strong ethical climate primarily through their Standards of Business Contract which details the companies accepted norms and values in an attempt to unite the goals of the employees with that of the companies.

In conjunction with their human resource department, Starbucks honours their employees with competitive based pay, opportunities for advancement, and extremely competitive benefits. Starbucks promotes a number of charities and community care programs through their Global Month of Service campaign, a program aiming to achieve 1 million community service hours by the year 2015 via the efforts of their employees and customer volunteers. This initiative adds value and a sense of true social responsibility from within the company. By engaging employees and customers with stakeholder aligned goals an ethical climate can thrive. Beyond the internal responsibilities of the company, Starbucks share an interest in their customers health and well being. By offering products that contain no artificial flavours or ingredients, high levels of fructose or corn syrup and no trans fats as well as advocating for the national menu labelling standard so that customers can make informed choices with regards to what they eat.

See video: https://www.youtube.com/watch?v=XnEBixTe4ZI

Sources:

http://globalassets.starbucks.com/assets/eecd184d6d2141d58966319744393d1f.pdf

http://www.starbucks.com/responsibility/wellness

http://www.starbucks.com/career-center

http://www.ndsmcobserver.com/2.2754/starbucks-founder-speaks-on-ethics-1.262031#.UPiYsaWlnKE

http://www.environmentalleader.com/2011/03/17/ford-starbucks-among-most-ethical-companies/

http://www.fairtrade.org.uk/what_is_fairtrade/default.aspx

The Apple Store has reinvented the way consumers shop for, purchase and service their electronic goods and gadgets; specifically Apple products. Apple has presented their products to the consumer in a boutique, modern and expansive layout that invites the customer to try their products whilst being woo-ed by a friendly sales representative in a manner that was uncommon in the personal computer and electronics market. The Apple store is the highest revenue generating retailer by square-foot in the United States, more than double it’s nearest competitor Tiffany & Co, but this isn’t Apple’s only channel of distribution. Apple has partnerships with many electronic and departments stores such as Best Buy, Future Shop, Walmart, and Target but to name a few. Phone carrier stores such as Rogers, AT&T and Verizon also sell a select few Apple products that help enlarge the companies ability to get their products out to the masses. As well as having physical locations available for consumers to purchase their products, online distribution is a medium that is also very active and available 24/7 by the online Apple Store and their partners Amazon and Ebay.

Apple Product Sales by Channel and Output

With an extensive list of partners Apple can capitalise on consumer’s buying behaviour with respect to where they like to shop and for what product, the graph above puts this into perspective. The graph shows that the Apple Store, as expected, the highest seller of Apple products overall, however it is the Mac computer that is their best selling product for Apple with the iPad in a close second. On the other hand it appears that consumers prefer to shop at local carrier stores for their mobile telecommunication needs, perhaps due to the complementary nature of the product and the wireless service. It seems that  the number of Apple’s distribution channels is as diverse as their product line.

Sources:

http://allthingsd.com/20121003/apple-stores-get-the-glory-but-retail-partners-shoulder-load/

Apple Stores have seventeen times better performance than the average retailer

http://businesscasestudies.co.uk/parcelforce-worldwide/using-the-marketing-mix-to-drive-change/place.html#axzz2HayCa0Aa

http://www.marketingteacher.com/case-study/apple-case-study.html#