Search results for: Marketing Communication Mix
Facebook Inc. marketing communication mix is associated with the integration of individual elements of marketing mix into the marketing strategy of the social media company. Elements of the marketing communication mix include print and media advertising, sales promotions, events and experiences, public relations, direct marketing and personal selling. Advertising Being a popular e-commerce company, Facebook Inc. also occasionally advertises itself via traditional media such as billboards and television. In the UK, the company has already invested more than GBP 6m in advertising through traditional media in 2015, compared to a meager GBP 16,000 spent by the company in the previous year.[1] Moreover, Facebook traditional media advertisements in the UK included major TV channels and The London Underground. Nevertheless, viral marketing remains to be the main advertising technique extensively utilized by Facebook. Recently, the company launched a massive ad campaign for Facebook Live, placing user videos at the core of the campaign.[2] The social media giant also runs its own advertisements on Facebook. Generally, For 2015, 2014, and 2013, advertising accounted for 95%, 92% and 89%, respectively, of the company’s revenue.[3] Sales Promotion The list of the most popular sales promotions techniques used by many businesses around the globe include money off coupons, competitions, discount vouchers, free gifts, point of sales materials, loyalty cards and others. Up to date, Facebook has not used any of these sales promotions techniques in order to increase the sales of its Facebook Ads. Instead, the social media company chooses to concentrate on increasing the level of customization of its advertising service reflecting the unique aspects of each business that wants to advertise on Facebook in terms of target customer segment, advertising budget, duration of advertisement campaign and others… Facebook Inc. Report contains more detailed discussion of Facebook Inc. marketing communication mix and marketing strategy.…
Gap Inc. marketing communication mix comprises print and media advertising, sales promotions, events and experiences, public relations and direct marketing as discussed below. Advertising Gap Inc. uses print and media advertising extensively as one of the main tools to communicate the marketing message to the target customer segment. In 2015, the company spent USD164 million on measured media in the U.S., a 26.4% decline over 2014[1]. The most popular platforms used by Gap Inc. include magazines and journals, TV, radio and banners on city centers. In 2016, Gap’s Athleta brand released its first TV advertisement with the campaign ‘Power of She’ focused on female empowerment supporting the debut of the Athleta Girl apparel line, which targets ages six to 14.[2] Moreover, viral marketing represents an important additional tool within Gap Inc. marketing strategy and the company has a history of using viral marketing in a controversial manner. Specifically, the company’s Twitter campaign included an image of “two white girls in poses that look quite painful, next to a third white girl using a smaller black girl as an armrest”[3] The campaign caused a massive controversy and debate attracting thousands of retweets and likes, the story being covered by more than 214 news articles.[4] Another instance of Gap marketing campaign involved an image of a happy interracial family, causing debates on social media platforms about the issue of interracial marriage. Sales Promotion As a fashion, apparel and accessories retailer, Gap Inc. uses various sales promotions techniques. The use of sales promotions by Gap has the following patterns: 1. Loyalty cards– Each brand within Gap Inc. portfolio – GAP, Old Navy, Banana Repubic and Athleta offers its own gift card, as well as, electronic gift card. A gift card by any above brand can be used across all Gap Inc. sites and…
eBay marketing communication mix integrates various forms of print and media advertising, sales promotions, events and experiences, public relations and direct marketing. Advertising Advertising expense of the company totaled USD1.0 billion, USD1.0 billion and USD844 million for the years ended December 31, 2015, 2014 and 2013, respectively.[1] eBay engages in print and media advertising in an occasional manner to increase the level of brand awareness among the target customer segment. eBay advertising strategy primarily focuses on the use of online platforms such as paid search advertising, online banner advertising and viral marketing. As it is illustrated in figure below, eBay marketing message stresses the wide range of products available in its Marketplace and accordingly, the company’s target customer segment is vast. Patterns of eBay print and media advertising Sales Promotion EBay rarely engages in sales promotions in order to attract more sellers in its Marketplace. Nevertheless, there are many sales promotions going on at any time in eBay marketplace and these are conducted by sellers, not eBay Inc. Specific types of sales promotion techniques employed by eBay sellers include order discounts, codeless coupons, shipping discounts, sale events, accessory discounts and others. Various forms of sales promotions techniques are applied frequently to promote StubHub and gifts cards are adopted as the most effective tool for this purpose. Specifically, StubHub offers eGift Cards and Plastic Gift Cards that can be used to treat friends, relatives or employees to a night out on the town for a discounted price. Additionally, there are many discount websites such as www.couponcabin.com, www.retailmenot.com, www.groupon.com and others that offer StubHub coupons. The company does not engage in frequent sales promotions in order to sell its Classified services… eBay Inc. Report contains more detailed discussion of eBay marketing communication mix and marketing strategy. The report also illustrates the application of…
Hilton marketing communication mix integrates print and media advertising, sales promotions, events and experiences, public relations and direct marketing as discussed below in more details. Advertising Hilton engages in print and media advertising to communicate its marketing message to the target customer segment. Hilton marketing message stresses the highest standard of service provision, a high level of integration of information technology in order to maximise service personalization and the perception of status, achievement and recognition. This marketing message is communicated through a set of specific elements of advertising promotional strategy such as advertisements in newspapers and magazines popular with senior level management professionals such as Forbes, Fortune, The Economist, and Financial Times. Moreover, the communication of Hilton Hotels & Resorts marketing message is also facilitated through broadcast advertisements in selected television channels. ‘Stop Clicking Around’ is one of the recent large-scale marketing campaigns that “challenges the common misconception that third-party Web sites always offer the best prices on hotel rooms”[1]. Sales Promotion Sales promotion relates to attempts by a business to persuade potential customers to purchase products or services through introducing various incentives. Sales promotion is popular in hotel industry and this specific element of promotion mix is used by Hilton Hotels & Resorts in an intensive manner. Specifically, Hilton uses the following forms of sales promotions: HHonors loyalty programs offer discounted prices, digital check-in, free internet access, late check-out and others. Currently, there are more than 50 million Hilton HHonors members worldwide.[2] Discount vouchers are available in official website of the company and a wide range of discount websites. Hilton Hotels & Resorts gains practical advantages from using sales promotion in the forms of increasing the level of revenues and achieving utilisation of their rooms at a greater extend. However, it is important to note that by introducing…
An effective utilization of marketing communication mix is one of the core sources of competitive advantage for Red Bull. According to its marketing message, ‘Red Bull gives you wings’, the company has succeeded in associating the consumption of Red Bull with an enhanced mental and physical performance and leading an active and adventurous life. Red Bull marketing communication mix integrates the following: Red Bull TV online channel addresses the interests of the target customer segment promoting the brand at the same time The Red Bulleting online magazine covers the topic of sports, culture and lifestyle indirectly promoting the brand to the target customer segment Red Bull owns a set of sports teams such as RB Leipzig,FC Red Bull Salzburg, Red Bull Brasil, New York Red Bulls, Red Bull Racing, Scuderia Toro Rosso Red Bull employs about 150 people for content marketing and media strategy[1] Advertising Print and media advertising is one of the main tools within Red Bull marketing strategy. Red Bull Media House integrates fully dedicated print, TV and digital media platforms. Along with communicating Red Bull marketing message to the target customer segment, the media house offers advertising opportunities on B2B basis, thus creating an additional source of revenues for Red Bull BmbH. Print TV Online Bergwelten The Red Bulletin Servus in Stadt & Land Terra Master Magazin Seitenblicke Servus TV ServusTV.com Red Bull Media House media platforms Beyond Red Bull Media House platforms, the company also places print and media advertisements into newspapers, magazines and TV channels popular with the target customer segment. Advertising via billboards in major cities and selected locations also plays an important role in Red Bull marketing strategy. Sales Promotion The following forms of sales promotions techniques are used by Red Bull vendors such as grocery stores, supermarket chains, bars and restaurants and retail other outlets: 1.…
British Airways marketing communication mix integrates the elements of print and media advertising, sales promotions, events and experiences, public relations and direct marketing in the manners discussed below. Advertising British Airways uses print and media advertising as an important part of its marketing strategy. In one of the most notable cases, in January 5, 2016, the airline took over all of the advertising space in popular Time Out London travel magazine as part of an ambitious marketing campaign.[1] British Airways television ads are marked with appeal to basic and important human emotions such as love, kindness and excitement. For example, ‘Fuelled by Love’ video clip advertisement directed by Neeraj Ghaywan tells the tale of Helena Flynn, a flight attendant who falls in love with India. “The ad is full of small moments of human kindness—from helping an old woman put on her socks to inviting a stewardess in a strange land into your home and heart”[2] Importantly, British Airways also sells its own advertising space on its online and offline platforms. The airline’s online advertising platform is its official website ba.com, whereas offline advertising platforms include traveller boarding passes and advertising spaces in 54 British Airways lounges worldwide. Moreover, viral marketing is being increasingly integrated into British Airways marketing strategy. The airline frequently taps into the sentimentality of many expatriates’ desires to visit their faraway homelands and families[3]. Successful viral marketing campaigns ‘Visit Mum’ and ‘The Welcome of Home’ can be mentioned to justify this point. Sales Promotion British Airways uses sales promotions during festive seasons and other occasions. Specifically, the airline uses the following forms of sales promotions: 1. Money off coupons. Various vendors, travel companies and websites such as retailmenot.com, coupons.com, couponcabin.com and fyvor.com offer discount coupons for British Airways travel tickets. However, British Airways does not offer…
PepsiCo marketing strategy integrates a set of elements of the PepsiCo marketing communication mix as discussed further below. In 2015, PepsiCo increased its spending on advertising and marketing as a percentage of sales by 40 basis points.[1] PepsiCo marketing strategy benefits from the application of creativity and strategic collaborations. For example, in 2015 Lay’s collaborated with renowned artist Malika Favre to develop iconic illustrations for special edition packaging, promotions and activations as part of the brand’s global summer campaign.[2] PepsiCo marketing strategy also relies on celebrity endorsement to a considerable extent. The list of celebrities involved in spreading PepsiCo’s marketing message include but not limited to Usher and Serena Williams, as well as Vine and Snapchat sensation Jerome Jarre.[3] Advertising PepsiCo uses print and media advertising extensively as a traditional channel to transmit the marketing message to the target customer segment. PepsiCo print and media advertising occasionally contains comparative campaigns aimed at damaging the brand image of its main competitor – The Coca Cola Company. For example, “One ad shows a happy Pepsi drinker mocking a Coke buyer by telling him, “you’ve still got the polar bear.”[4], thus mocking Coca Cola’s the Christmas Polar Bear campaign. As it is illustrated in Figure 3 below, although the amount of PepsiCo’s advertising budget did not change significantly during the last three years, the pattern of distribution of this budget has changed. Specifically, taking into account the increasing integration of social media into personal lives of billions of customers around the globe, the company is increasingly investing its advertising dollar for social media advertisements. PepsiCo’s advertising budget As a result, PepsiCo has been able to launch a series of successful viral marketing campaigns with an evident positive implications on the brand image. For example, Pepsi Max Test Drive Prank viral video launched in…
Walmart marketing budget equaled to USD2.4 billion for both fiscal 2015 and fiscal 2014 and USD2.3 billion for the fiscal year of 2013[1]. These funds are invested in Walmart marketing communication mix that include print and media advertisements, viral marketing, sales promotions, events and experiences, public relations and direct marketing components of the marketing communication mix. Advertising Traditionally, print and media advertising has represented the core of Walmart marketing strategy for many years. However, in 2015, Walmart Vice President Wanda Young announced planned shift of the main focus from the print advertising to the mobile marketing campaigns.[2] Such a change in Walmart marketing strategy is expected to target young people in general and Millenials in particular. Viral marketing is another direction that is being extensively utilized by Walmart with varying levels of success. For example, Walmart marketing video ‘Work is a Beautiful Thing: Meet Patrick’ released in 2014 has attracted more than 1.2 million views in just six days with thousands of positive comments and with evident positive implications on the brand image.[3] Nevertheless, Walmart still uses print and media advertising to a considerable extent and the company places advertisements on newspapers, magazines and TV channels popular with the target customer segment. Sales Promotion Sales promotion is used by Walmart in an extensive manner. The retailer launches seasonal sales promotions in a regular manner along with sales promotions in before and during public holidays and other memorable days. Particularly, Black Friday is a massive sales promotion day for Walmart each year eagerly anticipated by millions of customers. Walmart maintains Daily Savings Center section in its official website where online and offline sales promotion offers are announced. Sales promotion also has been adapted as an effective tool to increase the sales of Sam’s Club segment of the business. Specifically, the emphasis of…
BMW Group uses a range of elements of the marketing communication mix such as print and media advertising, sales promotions, events and experiences, public relations and direct marketing in an integrated manner in order to communicate its marketing message to the representatives of the target customer segment. BMW Group marketing message is focused on high level of digitalization of BMW Group vehicles and their advanced set of features and capabilities. As it is illustrated in figure below, in 2014 BMW Group invested USD 291.4 million in advertising, which is a small increase compared to the previous periods. BMW Group advertising spending Advertising BMW Group uses print and media advertising extensively to communicate its marketing message to the members of its target customer segment. The choice of specific print and media platforms for advertisements are guided by interests of the target customer segment. At the same time, BMW is increasingly shifting into mobile media as effective advertising platforms. In 2015, BMW started advertising in WeChat a popular messaging app in China with around 550m monthly users[1] Viral marketing can be defined as a type of marketing that is relies on spreading the marketing message amongst members of existing group. At present, viral marketing is effectively used by major car manufacturers such as Volkswagen, Toyota and Honda, but potential benefits of viral marketing have not been yet fully realised by BMW strategic marketing team. Engagement in viral marketing can provide BMW the advantages of spreading the marketing message in a cost-effective manner. Moreover, viral marketing is associated with highly effective customer targeting and the spread of the marketing message in the global scale. However, BMW marketing team need to be aware of disadvantages associated with viral marketing as well. To be more specific, these disadvantages include lack of control tools over viral…
BYD marketing mix (BYD 7Ps of marketing) comprises elements of the marketing mix that consists of product, place, price, promotion, process, people and physical evidence for the one of the leading rechargeable battery manufacturers in the global arena. Product Element in BYD Marketing Mix (BYD 7Ps of Marketing) BYD Group engages in diversified market segments, such as smart phones, tablet computers, smart home devices, game hardware, drones, Internet of Things, robots, communication equipment and medical and health equipment. The table below the complete range of BYD product categories. Product category Products Automobile Vehicles, buses and trucks Rail transit Medium-capacity “SkyRail” and low-capacity “SkyShuttle” Renewable energy batteries, solar energy products, energy storage Electonic Products and services for a wide range of products such as smartphones, tablet PCs, new energy vehicles, residential energy storage, smart home, game hardware, unmanned aerialvehicles, Internet of Things, robotics, communication equipment, health devices etc. BYD Product Categories Despite the diverse product category, automobiles are the biggest source of revenue for the company. Specifically, as illustrated in figure below, the share of automobiles and related products of total revenues increased from 59.66% in 2021 to 76.57% in 2022. This tendency is likely to persist in the longer term perspective. Revenue breakdown by product category[1] Place Element in BYD Marketing Mix (BYD 7Ps of Marketing) In 2022 BYD sold EVs to more than 400 cities in over 70 countries and regions across the six continents of the world.[2] The effectiveness of BYD’s distribution channels is a critical factor in reaching and satisfying the ever-evolving needs of its target audience. Utilizing a combination of authorized dealerships, online platforms, and strategic partnerships, BYD aims to create a seamless experience for customers. A critical analysis of these channels should focus on their efficiency in delivering products to consumers, their contribution…