IMC Plan for a Brand/Product Literature & Language Coursework (Coursework Sample)

IMC Plan for a Brand/Product
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IMC Plan for a Brand/Product
Skype is one of the products that Microsoft Inc. offers to its customers. It is software that the company has created to facilitate conversations among people across the world. Millions of Microsoft's customers use Skype for a wide range of communications such as video calls, voice calls, group messages, instant messages, and even share files. Skype is an incredibly popular product among Microsoft's customers, and that makes it incredibly relevant to the company. To market the product, Microsoft is under obligation to use the market strategy that it feels will best help the product to improve its market performance (Bull et al., 2016).
Product Strategy
A product strategy plays a vital role in the formation of the entire product cycle. The product strategy provides an end-to-end vision of the product, outlining where the product needs to be from one time to another, and all these will determine the activities of the product (Giachetti & Marchi, 2010). For this product, the most suitable market strategy is the market differentiation strategy. The market differentiation strategy appreciates the fact that a company has diverse clients with a wide range of demands, needs, and interests. In this regard, Microsoft needs to sell products that satisfy the unique needs of diverse clients. Because of the focus on specific markets, the market differentiation strategy is also known as a focus strategy.