Fictional Marketing Campaign

free essayIn the growing economy of the modern world, one is witnessing wide ranges of products emerging on the markets every month. However, not each one of them finds success among consumers. Many brands fail to find their target market or establish a compelling image before introducing new items. In reality, the brand or product success does not depend just on outstanding quality or appealing price. It is often hidden in months of extensive research, data collection and planning, all of which is done to create a marketing campaign that works.

The international smartphone market is currently growing, the demand is going higher, and supply is not falling behind. The worldwide smartphone market, as noted in the third quarter of 2016, is dominated by the following five brands: Samsung, Apple, Huawei, OPPO and vivo. Samsung and Apple have been dividing the market between them, each occupying a half for a long time; however, with Chinese brands like Huawei gaining credit among consumers, their market share began to shrink. In addition, Samsung experienced one of the biggest sales declines after its newly launched Galaxy Note 7 smartphone, which was long considered to be the biggest rival to iPhone, was noted to be dangerous due to battery defects, causing overheating and, in several instances, explosion of a device. Nevertheless, the company managed to hold its leading position, occupying 21% of the international market (International Data Corporation [IDC], 2016).

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Apple’s sales are on their decline as well. Previously, the brand had a grip on success and loyalty of consumers because of constant innovation, when nowadays many claim the firm has already realized the biggest innovations and now it is a remnant of the past. Therefore, less customers decide to upgrade their iPhones and continue using their less up-to-date versions of Apple’s smartphones. However, the brand is still occupying the second position on the worldwide smartphone market with the share of 12.5% (IDC, 2016).

While two giant producers of smartphones are now experiencing a decline, three Chinese manufacturers are seeking to expand their market shares. Huawei, the biggest Chinese smartphone producer, has experienced a constant growth in market share since the beginning of 2015. With expansion of the product lines due to creation of premium devices and adding of high-end smartphones to its portfolio, while continuing to increase the mid-range phones shipments, Huawei has taken up 9.3% of the market (IDC, 2016).

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OPPO and vivo are lesser-known smartphone brands, originating also from China. Devices developed by OPPO, the 4th most successful producer, which occupies 7.1% of the market, are widely sold in its domestic market and, through aggressive marketing, the company continues to enter markets of the nearby Asian countries. The brand vivo has recently gotten into the top five, taking the place of its biggest competitor, Xiaomi. As well as OPPO, it is highly successful on the Chinese market. In addition, the brand is gaining popularity and recognition in India and Myanmar. With 5.9%, vivo is at its upward spike and continues to grow (IDC, 2016).

The company the following marketing campaign is designed for is a newly established local smartphone manufacturer, seeking to gain more recognition and visibility on the international market. The business entity has launched a number of products, diverse in features and design. It offers mid-range, as well as high-end devices. One of the new products that specifically needs to be marketed to the audience is a smartphone with a long-lasting battery, durable waterproof corpus and 13 megapixel camera – the features, according to the company’s beliefs, every traveler, who has to stay updated and connected to the world, is looking for.

After analyzing demographic variables such as gender, age, family size, income, occupation, education, religion, race and nationality, the market was divided into demographic groups. This is a crucial step in gaining understanding of the target audience for the marketing campaign, its needs and expectations (Kotler & Keller, 2009). The customers, whose wants most likely can be satisfied by the marketed product, are students, as a group with a comparably higher need in technology and higher net profit, and people at the age of 25-40, as they constitute the most economically active group in the society.

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As part of the research, the psychographic segmentation was conducted to define the psychographic characteristics of a primary customer. To complete it, possible consumers belonging to the target market were divided into groups based on social class, lifestyle and personality characteristics. As a result, the following target groups were distinguished:

  • ambitious young professionals, in the middle of their studies or career ladder, valuing manifestation;
  • less ambitious middle-class people, who appreciate harmony and stability;
  • introverted middle-class individuals, who value a sense of belonging and security.

To have the full picture of the company’s potential consumer, the behavior displayed by customers before or while making a purchase is also taken into account. The behavioral segmentation is important to understand how to meet the buyers’ needs and choose best ways to approach them when offering the product. Based on such categorization, the company might identify the following groups of the society as the target market:

  • groups of consumers, who value technological advantages and seek for technological benefits when buying a gadget;
  • first-time users of the company’s product, who want to upgrade their current devices, but are not yet familiar with the brand.

How It Works

Goals of the branding strategy are to raise the visibility of the brand and create a reputation of a durable and reliable smartphone for active and busy people. To achieve that, the product has to be promoted as such through visual advertisements, including outdoor ads, car wraps, TV and magazine ads. The image displayed may contain the marketed smartphone in some unusual or even extreme conditions or while being tested. This will communicate the main idea of durability and reliability of the device. In addition, the visual ads should emphasize the ability of the smartphone’s battery to serve longer than the average value on the market. This, again, can be depicted by showing the gadget in unusual conditions, including extremely high or low temperatures, altitudes and being under water, in comparison to the durability of other similar technical devices. However, these are just the basic parts of the marketing campaign, aimed at increasing the visibility of the brand. The current outline of the marketing campaign suggests to use a number of outlets to reach the target audience. As the company’s customers are primarily well-educated young people who are in tune with the digital progress, it is necessary to involve influential people from the Internet media space in the campaign, and collaborate with bloggers and YouTubers when carrying it out. There is a number of YouTube channels specializing on technical devices, the authors of which test, review and rank new gadgets. As a part of the marketing campaign, it is advised for the company to collaborate with creators of such content, as it attracts millions of viewers as well as potential customers. In addition, involving celebrities in marketing processes is a highly efficient move. Approval from the well-known personalities with the established positive reputation creates more visibility and trust for the new product. The main partners should be those celebrities, who are famous for their active lifestyles, for example, people involved in sports.

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Social-cause marketing (SCM) can become an important step in achieving the visibility and credibility of the brand. However, it should be applied with caution. SCM usually works in rather economically successful societies, which practice self-actualization. In addition, social-cause marketing tends to boost sales primarily for the well-known and already established brands, however, a new company entering the market also has a chance to benefit from a motion for tackling a social cause (Sandhya & Girija, 2011). For instance, for the current brand, which is marketing a durable and technically advanced smartphone for travelers, sportsmen and active people, a coherent SCM strategy may include donating a certain percent of the income from each item sold to supporting rural youth clubs and activity centers. In addition, a part of the received profit may be donated to provide the poor families an opportunity to afford sport classes or trainings for their children. Such actions within SCM strategy will create a positive image of the brand across multiple layers of the society, exceeding the initial target audience, thus, increasing the number of first-time users.

Marketing is one of the key components of the brand’s success. The image of the company is sometimes more important than the quality or the necessity of the product itself. Therefore, an effective and well thought out marketing strategy is crucial for the firm to gain its share of the market. In this essay, an outline for the marketing campaign was suggested. The target audience was defined as active, mainly well-educated young people. Ways to reach the main types of consumers were advised. These are celebrity referral programs, collaboration with influential Internet personalities, and, possibly, launching social-cause marketing programs in the future.

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