Marketing Planning and Promotion (Essay Sample)

MARKETING PLANNING AND PROMOTION
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Executive Summary
Products move through lifecycles becoming important to various consumer groups at every stage. Marketing communication is important in ensuring that various consumers learn about the existence of particular product in the market. Marketing communication is a process of making the products and services known to the consumers. It is the message employed by the marketer in communicating with the market. Marketing communication is important in determining the movement of different products from the manufacturers to the different consumer groups. While influencing the behaviours of different consumers, marketing communications can occur through the following ways: Word of mouth, emails, contracts, and infomercials. Consumer behaviour is the activities that customers take in relation to decisions making on issues related to purchasing different products and services. It is recommended that every company to improve the marketing communication in order to improve the advertising campaigns and in turn help in increasing customer base, sales and profit margin. It is important for every company to choose the marketing strategy that will help in providing relevant information to the target customers in order to understand the suitable advertising campaigns that is appropriate in promoting products to the target customers.
Table of Contents
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Executive Summary  PAGEREF _Toc397677011 \h
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1.0 Methodology  PAGEREF _Toc397677012 \h
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1.1 Introduction  PAGEREF _Toc397677013 \h
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2.0 Evaluation of Findings and Key Issues  PAGEREF _Toc397677014 \h
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2.1 Products Lifecycles and Products Relevance to Different Consumer Groups at Different Stages  PAGEREF _Toc397677015 \h
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2.2 Influence of Marketing Communications on Consumer Behaviour In Relation To Specific Consumer Groups  PAGEREF _Toc397677016 \h
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2.3 Marketing Communications through the Word of Mouth  PAGEREF _Toc397677017 \h
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2.4 Marketing Communications through Direct marketing and Advertising  PAGEREF _Toc397677018 \h
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2.5 Marketing Communications through Public Relations  PAGEREF _Toc397677019 \h
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3.0 Conceptual Option  PAGEREF _Toc397677020 \h
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3.1 Nicosia Model  PAGEREF _Toc397677021 \h
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3.2 Engel-Kollat-Blackwell Model  PAGEREF _Toc397677022 \h
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3.3 Marketing Strategy and the Four Ps  PAGEREF _Toc397677023 \h
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4.0 Strategic Recommendations...............................................................................................13
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REFERENCES  PAGEREF _Toc397677024 \h
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Appendices  PAGEREF _Toc397677025 \h
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Annotated Bibliography  PAGEREF _Toc397677026 \h
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1.0 Methodology
Methodology is an important part of research activity. In this paper, the descriptive methodology is employed. This is done through examining the secondary information relating to influences of marketing communication to consumer behaviours. Different theories and models are examined in order to describe marketing communication, consumer behaviours and consumer groups and outline their relationship.
1.1 Introduction
Products move through lifecycles becoming important to various consumer groups at every stage. In order for different products to reach out different consumers, marketing communication is involved (Kimmel 2005). Marketing communication is important in ensuring that various consumers learn about the existence of particular product in the market. Different companies employ marketing communication in promoting their products and services to their target customers (Kitchen & Schultz 2008). Thus, marketing communications has influence on consumer behaviour of specific consumer groups. Since this paper focus on outlining the connection between the marketing communication and consumer behaviour of specific consumer groups, it is important to explain the meaning of the following terms: marketing communication, consumer behaviour, and consumer groups.
Marketing communication is a process of making the products and services known to the consumers. It is the message employed by the marketer in communicating with the market (Cismaru & Lavack 2006). Marketing communication involves direct marketing, advertising, packaging, branding, product online presence, PR activities, printed materials, sales presentations, trade show appearances, and sponsorships. Marketing Communication concentrates on predicting, explaining and influencing customer behaviour (Busch & Unger 2007). Additionally, marketing communication aspires to generate positive ideas about a specific brand among consumers.
Consumer behaviour is the activities that customers take in relation to decisions making on issues related to purchasing different products and services (Kimmel 2005). Consumer behaviour consists of the application and disposal of products in addition to the study of how these products are purchased. It is important for the marketers to consider the consumer behaviours before deciding the method to be employed in promoting their products (Lowrey 2007).
Consumer Groups refers to people who purchase or use s or services in its broadest sense (Kitchen & Schultz 2008). These individuals can be treated as groups even though they may not essentially classify themselves as such (Busch & Unger 2007). When they do get together they can take actions against suppliers or manufacturers when necessary. Consumer groups exist in order to sustain a place where individuals can get information about various rules and regulations, for example, bankruptcy laws, creditor harassment laws, and if they so decide, get in touch with a local consumer law legal representative (Cismaru & Lavack 2006).
Marketing communication is important in determining the movement of different products from the manufacturers to the different consumer groups. In order for this to happens, consumer behaviours are involved (Lowrey 2007). Thus, this paper seeks to analyse the influence of marketing communications on consumer behaviour in relation to specific consumer groups, by using applicable models and theory.
2.0 Evaluation of Findings and Key Issues
2.1 Products Lifecycles and Products Relevance to Different Consumer Groups at Different Stages
Everything that exists today has lifespan. Most of products have their lifespan and they go through life cycle. Products have a typical life span that start from design to obsolescence. The period of product life cycle is divided into the stages of product introduction, growth, mellowness, and decline. During these stages of product life cycle, the product becomes relevant to different individuals.
During introduction phase of the product life cycle, the product is introduced into the market for the first time. At this time the main aim of the company is to satisfy the needs of all consumers (Martin 2005). Thus, during this phase, the company strive to provide a high quality product. Since the product is introduced to the target customers for the first time, the company tries to persuade as many consumers as possible to buy the product in order to increase the customer base, sales and the profit margin (Bearden et al. 2011). Therefore, the company put the price of the product as lowest as possible. During this stage, the product becomes relevant to the consumers who have the desire for a high quality product at low cost.
During growth phase of the product life cycle, the product has already survived the introduction phase and the product is starting to penetrate the market (Schultz & Schultz 2004). In order for the company to increase the product capacity to dominate the market, they have to make the key decisions. The company have to decide whether to increase production of high quality product or low the price of the product in order persuades more customers into buying the products. In this phase, the company try to increase sale momentum by advertising the product (Martin 2005). During this phase, the product becomes relevant to the consumers who get the information concerning the product, trough advertising campaign.
During maturity phase of the product, the sale start declining and the product start heading to a point of inevitable decline. The main concern on the marketing staffs is at this moment defending the market share of the product (Bearden et al. 2011). The marketers spend more time in promoting their products to the customers. The aim of product promotion is to deal with increased products competition due to many competitors joining the market. In this phase the product becomes relevant to the customers who remain loyal to the company.
During decline phase of the product life cycle, the product has successfully gone through the maturity stage but the sales are in the decline. At this stage the revenue reduces to the level whereby the product is not economically viable (Schultz & Schultz 2004). Due to reduced return to the investment, the company is forced to sell the products to another company in order to avoid losses.
2.2 Influence of Marketing Communications on Consumer Behaviour In Relation To Specific Consumer Groups
The main aim of any business is to win the heart of consumers in order to persuade them into buyi...