https://research-methodology.net Necessary knowledge to conduct a business research Sun, 18 Feb 2024 04:28:58 +0000 en-US hourly 1 https://rm-15da4.kxcdn.com/wp-content/uploads/2020/08/cropped-logoBRM-32x32.jpg https://research-methodology.net 32 32 https://research-methodology.net/byd-marketing-communication-mix/ Sun, 18 Feb 2024 04:28:58 +0000 https://research-methodology.net/?p=77551 BYD marketing communication mix consists of various channels to communicate the marketing message to the target customer segment. These channels are print and media advertising, sales promotions, events and experiences, public relations and direct marketing. BYD Print and Media Advertising Print and media advertising includes various traditional forms of paid communication used to promote a product, service, or brand through printed or broadcasted media channels. While BYD primarily focuses on digital marketing due to its reach and engagement potential, it still strategically utilizes print and media advertising for several reasons such as: Reaching specific audiences. Print and media offer access to demographics less active on digital platforms, like older generations or local communities. Building brand awareness. High-profile magazine spreads or television commercials can significantly increase brand recognition and visibility. Complementary storytelling. Print and media formats allow for longer narratives and deeper dives into BYD’s values, technology, and environmental commitment, complementing the quick bites of digital marketing.   BYD Sales Promotions Sales promotions refer to short-term incentives, activities, or offers designed to encourage the purchase or sale of a product or service. BYD uses the following sales promotions techniques, among others: New Year Pre-Owned Event. Offering discounts on used BYD EVs alongside free extended warranties and test drives, targeting budget-conscious buyers and promoting their pre-owned program. Summer EV Road Trip Bonus. Providing bonus miles on charging networks alongside travel vouchers and roadside assistance packages, encouraging summer travel and showcasing their partnership with charging infrastructure providers. Back-to-School Family Fleet Package. Offering special discounts and financing options for purchasing multiple BYD EVs for families, catering to the larger vehicle needs of families with children. Tech Upgrade Bonus. For buyers of top-tier models with advanced features, including free software upgrades or subscriptions to connected services, highlighting their technological innovations. Earth Day Sustainability Drive. Offering discounts on models with longer ranges or lower emissions alongside tree-planting initiatives, emphasizing their…]]> https://research-methodology.net/marriott-marketing-communication-mix/ Fri, 27 Oct 2023 10:39:04 +0000 https://research-methodology.net/?p=75990 Marriott marketing communication mix consists of communication channels to communicate the marketing message to the target customer segment. These channels are print and media advertising, sales promotions, events and experiences, public relations and direct marketing.   Marriott Print and Media Advertising   Print advertising Marriott International’s print advertising campaigns typically appear in high-end magazines and newspapers, such as Condé Nast Traveler, Travel + Leisure, The New York Times, and The Wall Street Journal. These ads often feature stunning photography of hotels and resorts from Marriott portfolio brands, as well as aspirational messages about the travel experience. For example, a recent Marriott print ad for the St. Regis Bora Bora Resort featured a photo of a couple swimming in a crystal-clear lagoon, with the headline “Where dreams come true.” The ad also highlighted the resort’s luxurious accommodations, world-class dining, and exclusive amenities.   Media advertising Marriott International also invests in media advertising, such as television and radio commercials. These ads are typically more general in nature than print ads, and they focus on Marriott’s core brand values, such as comfort, convenience, and quality. For example, a recent Marriott television commercial featured a group of friends travelling to different cities around the world. The ad showed the friends staying at different Marriott hotels, and it emphasized the fact that Marriott offers a variety of accommodations to suit every budget and travel style.   Omnichannel approach Marriott International takes an omnichannel approach to its print and media advertising. Specifically, the company uses a variety of different channels to reach its target audience, and it integrates its advertising campaigns across all channels. For example, a Marriott print ad might include a QR code that allows consumers to learn more about the hotel or resort featured in the ad. The QR code might also allow…]]> https://research-methodology.net/netflix-marketing-communication-mix/ Wed, 20 Sep 2023 04:29:41 +0000 https://research-methodology.net/?p=75492 Netflix marketing communication mix comprises communication channels to communicate the marketing message to the target customer segment. These channels are print and media advertising, sales promotions, events and experiences, public relations and direct marketing.   Netflix Print and Media Advertising Netflix uses print and media advertising extensively as one of the main pillars of its marketing strategy. Specifically, the streaming service uses TV, radio, magazines, newspapers, as well as, billboards and posters to spread its marketing message. Netflix print and media ads are usually captivating and some of them are widely discussed in the media in general and social media in particular expanding the brand coverage with no extra cost for the streaming service. For example, to promote its Altered Carbon series in 2018, the streaming service placed a naked mannequin that appeared to be breathing at the bus stop on Santa Monica Boulevard in Crescent Heights in West Hollywood. The on-demand media provider also benefits from celebrity endorsement in terms of increasing the level of brand awareness internationally. The most famous Netflix endorses include Barack Obama and Michelle Obama, Ryan Reynolds, Jennifer Aniston, Reese Witherspoon, Shonda Rhimes and others.   Netflix Sales Promotions Netflix uses the following sales promotion techniques: – Money off coupons. The entertainment services provider partners with a variety of companies to provide special promotional offers. Customers can redeem promo codes on Netflix website and start using its services for a specific period of time – Seasonal sales promotions. The streaming service regularly offers promotions on festive seasons and holidays such as Black Friday, Cyber Monday, Valentine’s Day, Mother’s Day and Father’s Day. Netflix Inc. Report contains a full analysis of Netflix marketing communication mix and Netflix marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT,…]]> https://research-methodology.net/apple-marketing-strategy-4/ Fri, 30 Jun 2023 00:50:21 +0000 http://research-methodology.net/?p=6528 Apple marketing communication mix explains the company’s stance towards individual elements of the marketing communication mix such as print and media advertising, sales promotions, events and experiences, public relations, direct marketing and personal selling. The main aim behind Apple marketing communications mix is to communicate the marketing message of the brand to the target customer segment through elements listed above. Apple is effective in using elements of the marketing communication mix in an integrated manner to ensure the consistency of the marketing message.   Apple Print and Media Advertising Since its foundation more than 40 years ago Apple has been using print and media advertising extensively to promote the brand in general and new products in particular. Some of the ads by the tech giant have become truly iconic raising the bar for advertisement globally. The following is the list of the most memorable print and media advertising campaigns launched by Apple: “1984” campaign directed by Ridley Scott and first shown during 1984 Super Bowl is widely considered as one of the most successful marketing campaigns of all times “The Quadra Revolution” is 1991 campaign that was a successful attempt by the tech giant to further itself ahead of the competition at the beginning of the digital age of 90s “Misunderstood”, a Christmas ad of 2013 won Emmy Award for the year’s most “Outstanding Commercial.” “40 Years in 40 Seconds” is a viral video that chronicles  40 years of the company in 40 seconds “Meu Bloco na Rua” (2017) is the latest ad released in Brazil for the Rio Carnival, highlighting the iPhone 7 Plus’ new portrait photography mode Apple also uses celebrity endorsements in print and media advertising extensively. In the past Apple’s ‘Think Different’ print and media advertising materials featured the images of innovators and pioneers in different areas…]]> https://research-methodology.net/nvidia-marketing-communication-mix/ Mon, 26 Jun 2023 00:33:25 +0000 https://research-methodology.net/?p=74402 Nvidia marketing communication mix includes the use of various communication channels to transmit the marketing message to the target customer segment. These channels are print and media advertising, sales promotions, events and experiences, public relations and direct marketing.     Nvidia Print and Media Advertising Nvidia uses print and media as an effective advertising platform systematically. Specifically, the multinational technology company runs advertising campaigns on TV and radio channels, as well as magazines and newspapers popular with their target customer segment. Additionally, Nvidia places large billboards in crowded area in large metropolitan cities. The software and fables company also uses viral marketing extensively on popular social media platforms such as Twitter, LinkedIn, and YouTube. Nvidia also uses product placement strategy by Nvidia include a science fiction movie “Blade Runner 2049” released in 2017 and Steven Spielberg film “Ready Player One” released in 2018.   Nvidia Sales Promotions Nvidia uses various sales promotions techniques regularly to increase its revenues. Specifically, the multinational technology company uses the following sales promotions techniques: – Seasonal sales promotions. Nvidia uses seasonal sales promotions to boost its revenues during holidays and festive seasons. Additionally, the company runs promotions during major industry events such as the Consumer Electronics Show or the Game Developers Conference. – Money off coupons. Nvidia does not offer money off coupons to end-users directly, but its distributors use this particular sales promotions technique regularly. – Free gifts. The company offers free gifts occasionally as part of its marketing strategy. For example, in 2023 Nvidia offered Marvel’s Midnight Suns Captain Marvel’sMedieval Marvel Suit free of charge to users of graphics cards GeForce GTX 10 and above. Nvidia Corporation Report contains a full analysis of Nvidia marketing communication mix and Nvidia marketing strategy in general. The report illustrates the application of the major analytical strategic…]]> https://research-methodology.net/wework-marketing-communication-mix/ Thu, 23 Feb 2023 01:12:28 +0000 https://research-methodology.net/?p=72703 WeWork marketing communication mix comprises communication channels to communicate the marketing message to the target customer segment. These channels are print and media advertising, sales promotions, events and experiences, public relations and direct marketing.     WeWork Print and Media Advertising The global flexible workspace provider uses print and media advertising extensively. The company uses TV, radio, magazines, newspapers, billboards and posters to convey their markeing message to potential customers.  Specifically, WeWork print and media advertisements aim to encourage entrepreneurs and business owners to re-image their workspace to be a flexible and creatively designed to make the work process a highly rewarding experience. Recently, WeWork India started a  brand campaign, ‘Great Inspires Great’, launching a series of three product films featuring their core products ‘On-demand’, ‘Managed Office’, and ‘Space as a Service’[1].   WeWork Sales Promotions Sales promotions can be defined as a marketing strategy where a company uses short-term campaigns to spark interest and create demand for a product, service or other offers. We work is not famous for using various forms of sales promotions techniques. The global flexible workspace provider occasionally offers free gifts as a sales promotion strategy. For example, in 2020 WeWork offered one month trial gift for new All Access subscription members. The global flexible workspace provider does not use seasonal sales promotions, discount vouchers, money off coupons, competitions, discount vouchers, loyalty program sales promotions methods. This is due to nature of products and services the company offers. WeWork Inc. Report contains a full analysis of WeWork marketing communication mix and WeWork marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on WeWork. Moreover, the report contains analyses of WeWork leadership,…]]> https://research-methodology.net/starbucks-marketing-communication-mix/ Fri, 07 Oct 2022 01:09:02 +0000 http://research-methodology.net/?p=10253 Starbucks marketing communication mix consists of communication channels to communicate the marketing message to the target customer segment. The most popular channels discussed below are print and media advertising, sales promotions, events and experiences, public relations and direct marketing.   Starbucks Print and Media Advertising Starbucks advertising expenses totalled USD305.1 million, USD258.8 million and USD245.7 million in fiscal 2021, 2020 and 2019, respectively.[1] Print and media advertising represents the core of Starbucks marketing strategy and advertisements attempt to associate Starbucks brand with the superior quality and pleasing experience. Accordingly, messages communicated by Starbucks to the target customer segment via print and media advertising include the following: “Beware of Cheater Coffee. It Comes with a Price” “If Your Coffee Isn’t Perfect, We’ll Make It Over. If It’s Still Not Perfect Make Sure You Are in a Starbucks” “Starbucks or Nothing. Because Compromise Leaves Really Bad Aftertaste” Starbuck began to use social media and viral marketing much earlier than the majority of its competitors with the positive implications on the volume of its sales. Starbucks large social media campaign was launched back in 2009, when US-based customers were offered a free pastry via social media if they purchased a drink before 10:30 am. The marketing initiative announced via social media attracted about one million customers.[2] Noteworthy social media marketing campaigns launched by Starbucks include tweet @tweetacoffee, Blonde Roast, Pumpkin Latte, #TreatReceipt and others. Moreover, social media is adapted by Starbucks as an effective communication channel with customers to develop new products taking into account customer preferences and opinions. The global coffeehouse chain also uses celebrity endorsement as part of its print and media advertising extensively. The list of celebrities who promoted Starbucks include, but not limited to Taylor Swift, Ariana Grande, Rocky Lynch, Jamie Grace, Idina Menzel and Michael Bubble.   Starbucks Sales…]]> https://research-methodology.net/mcdonalds-marketing-communication-mix/ Wed, 22 Jun 2022 00:48:17 +0000 http://research-methodology.net/?p=7346 McDonald’s marketing strategy relies upon an extensive utilization of individual elements of the marketing communication mix. Specifically, McDonald’s marketing communication mix comprises print and media advertising, sales promotions, events and experiences, public relations and direct marketing. McDonald’s marketing and promotional efforts focus on value, quality, food taste, menu choice, nutrition, convenience and the customer experience   McDonald’s Print and Media Advertising McDonald’s marketing strategy attempts to integrate the elements of creativity and uniqueness in its print and media advertising. For example, the company has launched ‘Easy Morning’ print ads with the tagline “In the morning not everything is as easy as breakfast at McDonalds”, and a humorous attempt has been made to show an appropriate time to eat burger via a print ad. McDonald’s spends considerable amount of financial resources for print and media advertising. These investments amounted to USD 82.9 million, USD 329.2 million and USD 81.5 million for 2021, 2020 and 2019 respectively. Particularly, in 2020 the fast food chain made significant investments in brand communications.[1] The company has launched some controversial marketing campaigns as well. These include commercial in UK that exploits a child’s grief over the death of his father, “Carry On,” campaign referencing public tragedies including 9/11 and the Boston Marathon bombings and others. McDonald’s viral marketing also plays an instrumental role in terms of spreading the marketing message among the members of the target customer segment. The most noteworthy McDonald’s viral marketing campaigns include “Ask McDonald’s YouTube campaign” in Canada, ‘McDonald’s GOL!’ marketing video clip that attracted more than 10 million views and others.   McDonald’s Sales Promotions Sales promotion is a popular marketing technique with McDonald’s and other fast food chains. McDonald’s uses the following sales promotions techniques: Competitions. Free breakfast delivery promotion according to mobile nominations[2] Seasonal promotions. “”McPick 2,” a limited-time…]]> https://research-methodology.net/amazon-marketing-communication-mix-2/ Fri, 25 Mar 2022 03:54:35 +0000 https://research-methodology.net/?p=11233 Amazon marketing communication mix deals with individuals elements of the marketing mix such as print and media advertising, sales promotions, events and experiences, public relations and direct marketing.   Amazon Print and Media Advertising Amazon uses print and media advertising extensively in order to communicate its marketing message to the members of the target customer segment. The most memorable Amazon TV ads include a video clip featuring former Top Gear host Jeremy Clarkson promoting Amazon Fire TV, a promotion deal reported to cost Amazon GBP 160 million[1]. Moreover, TV commercials promoting Amazon feature cute animals in order to associate the brand image with qualitative values. This strategy indicates to changes in Amazon marketing message in a way that “rather than hawking hardware like Kindle e-readers, furry pets are pitching Amazon’s USD 99,00 Prime membership, which features delivery discounts and media streaming”[2]. The online retail giant had also released “Mom’s Here” TV advertisement on Oprah Winfrey Network, targeting mothers for Amazon Echo. In 2019 Amazon overtook Netflix as the top advertiser for video streaming services and increased TV advertisement spending by 28% for Amazon Prime Video.[3] Print advertising is used by Amazon extensively as well via magazines, journals, newspapers and billboards. In the latest move, Amazon started to print advertisement messages, pictures and cartoon characters from “Minions” movie on its shipping boxes[4], marking the start of a new type of print advertising. One of the most memorable print advertisements by Amazon refers to the ad that appeals to Aatmanirbhar Bharat (self-sufficient India) sentiment featured in The Economic Times in 2020. This specific campaign has been praised as a successful attempt to show solidarity with nationalistic sentiment in India. Viral marketing also plays an important role in Amazon marketing strategy.  Amazon is one of the earliest adopters of viral marketing and the…]]> https://research-methodology.net/square-marketing-communication-mix/ Wed, 29 Sep 2021 01:41:16 +0000 https://research-methodology.net/?p=58031 Square marketing communication mix comprises communication channels to communicate the marketing message to the target customer segment. These channels are print and media advertising, sales promotions, events and experiences, public relations and direct marketing.     Square Print and Media Advertising Despite being an internet-based financial services platform, Square uses traditional forms of advertising such as TV and radio ads occasionally. The financial services and mobile payments company also uses billboards and posters to communicate its marketing message to the target customer segment. Social media is the main platform that is extensively used by Square as an effective communication channel with perspective customers. Specifically, the financial services platform uses content marketing to inform about the cases of small businesses that were able to increase their sales using Square card readers and other products and services. These success stories are meant to inspire other small businesses worldwide to try using Square products and services.   Square Sales Promotions Square uses the following sales promotion techniques. 1. Square Affiliate Program. The program offers various bonuses for the use of different types of products and services by referrals. For example, the payments the company offers USD5 per new sign-up, plus a USD15 bonus when an activation starts taking payments within 45 days of signup. Moreover, there is USD5 per new sign-up, plus a USD233 bonus when an activation processes their first transaction using Square for Retail within 45 days of signup.[1] 2. Point of sale materials. Square produces and sells a wide range of point of sale products such as card readers, stands, terminals, register and wide range of related accessories. The hardware and point of sales materials are designed in simple and eye-catching attractive manners. As of September 2021, Square does not use seasonal sales promotions, money off coupons, competitions, discount vouchers,…]]> https://research-methodology.net/tesla-marketing-communication-mix-2/ Wed, 28 Apr 2021 00:20:47 +0000 https://research-methodology.net/?p=26360 Tesla marketing communication mix explains the usage of individual elements of the marketing communication by the alternative fuel vehicles manufacturer. These elements include print and media advertising, sales promotions, events and experiences, public relations and direct marketing. Tesla Print and Media Advertising Tesla uses print and media advertising sparingly as a part of its unconventional marketing strategy. The alternative fuel vehicles manufacturer does not spend money at all on traditional advertising platforms such as TV, radio, magazines, newspapers, billboards and posters. Instead, Tesla’s unconventional marketing strategy also involves the promotion of fan-made ads that come for no cost for the electric automaker. The company launched Project Loveday, a contest for fan-made videos advertising Tesla. Project Loveday was named for Bria Loveday, a fifth grader who suggested the idea for the contest to CEO Elon Musk.[1] Project Loveday ad contest winners such as Electric Life’s “Embrace the Energy” and Thy Future’s “A Better Future.” and ‘Spaceships. For Earth.’ have been watched in YouTube millions of times, contributing to the level of Tesla brand awareness in a cost effective manner. Tesla also manages to get celebrity endorsement free of charge. The list of celebrities who were enthusiastic about the company and therefore, promoted the brand and its products for free include TV host Stephen Colbert, actress Alyssa Milano, director Jon Favreau, and Teller, the silent partner in the magic duo Penn & Teller to name just a few. Tesla Sales Promotions Tesla uses the following sales promotions techniques in order to increase the sales and boost the level of its brand awareness: Referral Program. Tesla car owners who refer more customers to the company can qualify for a wide range of awards including Solar Roof, 21” Arachnid Wheels for Model S or 22” Turbine Wheels for Model X and VIP invitation for Tesla Unveiling events.[2] Tesla Referral Program is occasionally updated.…]]> https://research-methodology.net/w-w-grainger-marketing-communication-mix/ Wed, 19 Aug 2020 12:24:38 +0000 https://research-methodology.net/?p=44167 W.W. Grainger marketing communication mix is a framework that explains the application of individual elements of communication by the global industrial supply company. Individual elements of the marketing communication mix consist of print and media advertising, sales promotions, events and experiences, public relations, direct marketing and personal selling.   W.W. Grainger Print and Media Advertising W.W. Grainger and its portfolio brands such as Zoro, MonotaRO and Cromwell use print and media advertising in an occasional manner. Specifically, the global industrial supply company uses TV commercials such as “Keeping America Running” and “We’ve got Your Back”, as well as, radio commercials. Additionally, the B2B distributor uses magazines, newspapers, billboards and posters forms of print and media advertising. It is important to note that despite increasing popularity of social media, up to date extensive potentials of viral marketing remain unutilised by Grainger. Lack of usage of viral marketing can be specified as one of the main shortcomings of Grainger marketing strategy.   W.W. Grainger Sales Promotions W.W. Grainger uses the following forms of sales promotions: Clearance Centre on company website. The global industrial supply company offers discounts of up to 70% for some items purchased online.   Money off coupons. Grainger does not offer coupons directly, but there are dozens of third-party companies such as Groupon, RetailMeNot and SlickDeals that offer money-saving coupons that can be used with the B2B distributor.   Point of sale materials. The industrial supply company uses posers and display stands in its 457 branches worldwide[1] to increase the visibility of popular products and product categories.   Customer Loyalty Program. Global MRO products distributor has Red Pass Plus Program that offers customer a set of advantages such as free next day delivery and savings of up to 15% on thousands of products.[2] W.W. Grainger Report contains a full…]]> https://research-methodology.net/red-bull-gmbh/ Wed, 01 Aug 2012 10:19:48 +0000 http://research-methodology.net/?p=1643 Red Bull GmbH is a multinational beverage company based in Austria that sells a famous Red Bull energy drink. The company sells its products in 162 countries, and 4,204 billion cans of Red Bull were sold during the year of 2010 alone (Company Figures, 2011, online). The company product range consists of Red Bull drink, Red Bull sugar free, Red Bull Cola and Red Bull energy shots. Its mission statement is: “We are dedicated to upholding Red Bull standards, while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficient and profitable manner” (Mission/Values, 2011, online) This article represents a report that presents analysis of marketing communication strategies of Red Bull in two countries – UK and China. The article comprises the review Red Bull’s current marketing communication strategy in UK and China and formulates recommendations for improvement and change for the company. Red Bull GmbH Report contains the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Red Bull GmbH. Moreover, the report contains analyses of Red Bull’s business strategy, leadership and organizational structure and its marketing strategy. The report also discusses the issues of corporate social responsibility. Review of the Current Practice Red Bull’s Marketing Communication Strategy Usage of Marketing Communication Strategies by Red Bull Marketing has been identified as one of the most crucial aspects of the business by Red Bull along with many other businesses. Red Bull relies in marketing communication in order to conduct its marketing strategy. Marketing communication can be defined as “all communication activities an organisation undertakes to promote its agenda to its audiences” (Gillis, 2006, p.392). Marketing communication mix, on the other hand, has been defined as “a number…]]>