The document provides a marketing communications plan for Jawbone's UP wristband. It analyzes the context, customers, competition, and communication needs. The plan's goals are to promote the innovative technology to the mass public and demonstrate how the wristband improves well-being. The communication strategy utilizes push, pull, and profile approaches across various channels, including bloggers, exhibitions, partnerships, and videos, to educate consumers and build demand. Implementation includes an emphasis on the U.S. market initially and monitoring feedback to control the strategy and evaluate success based on sales and user engagement.
Being a Data Enthusiast and someone with deep interest in strategy, this is my take on what Fitbit should do in the future. This was a group project with my two amazing team mates from my Strategic Information Management class!
Consumer Profile - Wearable Fitness Tracker UsersHayley Lewis
Utilized primary and secondary research to create a consumer profile for the wearable fitness tracker user. Produced with a team of four in a strategic communication research and theory class at Ohio University.
Digital Disruption Proposal: FridgePilot Lewis Hill
Original idea for disruptive digital proposal-
FridgePilot will enable today’s consumers to eat better, save money and save time.
FridgePilot’s secret ingredient is that it communicates with RFID sensors on food packaging: silently and wirelessly updating your app with the information you need to have more taste and less waste.
Being a Data Enthusiast and someone with deep interest in strategy, this is my take on what Fitbit should do in the future. This was a group project with my two amazing team mates from my Strategic Information Management class!
Consumer Profile - Wearable Fitness Tracker UsersHayley Lewis
Utilized primary and secondary research to create a consumer profile for the wearable fitness tracker user. Produced with a team of four in a strategic communication research and theory class at Ohio University.
Digital Disruption Proposal: FridgePilot Lewis Hill
Original idea for disruptive digital proposal-
FridgePilot will enable today’s consumers to eat better, save money and save time.
FridgePilot’s secret ingredient is that it communicates with RFID sensors on food packaging: silently and wirelessly updating your app with the information you need to have more taste and less waste.
This is my application that led to my selection as a 1 out of 10 finalists for Spotify's student case competition, which consisted of pitching a strategic partnership for Spotify and a mobile application in order to expand Spotify's mobile platform in the U.S.
Mobile marketing for healthcare and pharmaceutical- EyeForPharma presentation...Sam Walmsley
EyeForPharma presentation on Mobile Marketing for healthcare and pharmaceutical companies. Covering the need for web friendly content, mobile marketing tactics including SEO for mobile, PPC, Advertising, SMS/MMS, discussion on augmented reality (AR) and NFC
“Perfetti Van Melle Presents CreADive 2020” is one of the flagship events organized by BUP Business & Communication Club, and the biggest 360 degree marketing and ad making competition of the nation.
Internet marketing activities of major companies in Japan 2014. Line, Japan: O2O campaign with ZEON, American Express, U.S.: Small business Saturday, Disney, U.S.: My Disney Experience (off to on-line), Coca-cola, Japan: Coca Cola Park (social game site), Toyota, Japan, Harrier campaign, Virgin America, U.S.: On board safety campaign, Glico (confectionaeries), Japan: Job seeker cheer up campaign, Aeon (retailer), Japan: Totte campaign (shot image & get information) O2O, Wacom, Japan: 10,000 follower campaign
Zoom Active Lifestyle Marketing Kit 2015Joanne Sunde
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Zoom Media owns the rights to the presentation. It is currently on their website. I am displaying this as part of my portfolio, example of my work.
Bluelight Mobile DigiPharm presentation Sam Walmsley
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Situational Analysis and an Integrated Marketing Communication Plan for Electro-Serv (Pvt) Ltd.
This report was prepared based on the assignment questions of the CIM qualifications for Integrated Communications Subject.
This is my application that led to my selection as a 1 out of 10 finalists for Spotify's student case competition, which consisted of pitching a strategic partnership for Spotify and a mobile application in order to expand Spotify's mobile platform in the U.S.
Mobile marketing for healthcare and pharmaceutical- EyeForPharma presentation...Sam Walmsley
EyeForPharma presentation on Mobile Marketing for healthcare and pharmaceutical companies. Covering the need for web friendly content, mobile marketing tactics including SEO for mobile, PPC, Advertising, SMS/MMS, discussion on augmented reality (AR) and NFC
“Perfetti Van Melle Presents CreADive 2020” is one of the flagship events organized by BUP Business & Communication Club, and the biggest 360 degree marketing and ad making competition of the nation.
Internet marketing activities of major companies in Japan 2014. Line, Japan: O2O campaign with ZEON, American Express, U.S.: Small business Saturday, Disney, U.S.: My Disney Experience (off to on-line), Coca-cola, Japan: Coca Cola Park (social game site), Toyota, Japan, Harrier campaign, Virgin America, U.S.: On board safety campaign, Glico (confectionaeries), Japan: Job seeker cheer up campaign, Aeon (retailer), Japan: Totte campaign (shot image & get information) O2O, Wacom, Japan: 10,000 follower campaign
Zoom Active Lifestyle Marketing Kit 2015Joanne Sunde
Working from existing content and the need to move quickly to the new Zoom branding in the US, I worked on this transitional Media Kit for Zoom in the US.
Zoom Media owns the rights to the presentation. It is currently on their website. I am displaying this as part of my portfolio, example of my work.
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Mobile presentation from Bluelight Digipharm pre-workshop. Covering why pharma should be thinking about creating seamless digital experiences that work across all devices. Healthcare and patient stats on mobile usage. Thoughts on whether to create mobile content or develop apps.
Situational Analysis and an Integrated Marketing Communication Plan for Electro-Serv (Pvt) Ltd.
This report was prepared based on the assignment questions of the CIM qualifications for Integrated Communications Subject.
Creating a Strategic Marketing Communications Plan explores the role of marketing communications in your organization, describes research tools, reviews the elements of a marketing communications plan and shows you how to create a strategic marketing communications plan.
Consejos de uso y mantenimiento de las Pulseras UP by Jawbone.
UP es una pulsera de muñeca y una aplicación que registra cuánto duermes, comes y te mueves, y te ayuda a usar esa información para que te sientas mejor.
Module 16 Brand Building for the Senior's Market.pptxcaniceconsulting
Innovative marketing is a set of innovative processes and activities that market and communicate new products and services to a targeted group of consumers.
Innovation in marketing is an activity that involves new ideas that have a positive impact on a new product and service.
Marketing is a process that involves marketers communicating product and service information to consumers.
(An excerpt from a collaborative Advertising Strategies project where I was tasked to do research on the media plan and mix. Selected demographics include PMEBS- Professionals, Managers, Executives and Businessmen.)
Presentation
By Ashley Neo & JungHyuk Hong
[email protected][email protected]
INDEX
Introduction
The Brand
The Product
The Issues
Our Plan
Market Forces
Summary
01
02
03
04
05
01 BACKGROUND OF AXE
Mission Statement
“From the moment they wake up and get ready to the end of
a night out, AXE is there to give guys the confidence to look,
smell and feel their best.”
Axe Brand, Mission Statement.
Introduction
Known as Lynx in the United Kingdom, Ireland, Australia and New Zealand due to trademarking problems.
Male grooming Products
First conceived in France in 1983 by Unilever, a multinational consumer goods company from Anglo-Dutch roots.
Products
AXE is deodorant for men, sold by Unilever.
It was ranked top three best men’s deodorants in 2015 by the Men’s Health online magazine.
It is global brand that has presence in Europe, America and Australia.
Its target market is young men but has increased its reach more mature adults.
The products of AXE deodorant reduces body odor and increases freshness, especially when one fails to take a shower. AXE is in the form of a dry spray.
02 MARKET FORCE
Market Forces
Deodorant market has a steady growth and is fairly saturated.
The target market is constant because it targets mainly children reaching puberty.
Competition exists on value of the product and ability to fight odor thus increased price.
Deodorant industry in the US is dominated by Unilever.
Sales grew by 9% in 2015, hitting US$ 1.3 billion.
Market Force
Competition
Most of these are very fairly big brands and would offer competition to Unilever and its products.
They included:
Effects of Market Forces
AXE is compliant to FDA regulations because deodorants are categorized as drugs.
There has been increased push for organic products due to concerns of environmental effects of cosmetics.
Consumers have raised questions over health implications of using deodorants.
Customers are skeptical about sprays, which has not worked well in the US market.
The entrance of new players in the sector has led to the need to intensify marketing and improve product value to customers.
03 THE ISSUE
The Issue
Issue Identification
The Deodorant market targets young people around the age of puberty.
AXE has introduced brands that target more mature adults.
As of 2015, the population of Manhattan was dominated by people aged between 20 an 39 years.
12.1% are aged 25 and 29 years, who form the highest proportion of the population, followed by the people aged between 30 and 34 years who make up for 10.6%. Ages 35 to 39 years rank third with 8.0% of the population.
The proportion between men and women are almost equal
With a deodorant that can attract more mature adult men, there is potential in Manhattan.
This would need a clear marketing strategy since the population is objective, informed and would make choices carefully.
04 OUR PLAN
Plan
The strategies .
Comvita and Marketo: Natural Health gets Savvy - Kylie Glover Marketo
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Inspiring Innovations - People's Insights (Jan and Feb 2015)MSL
As we welcome 2015 and with it possibilities for a new era of marketing communications, a few questions become more relevant today than ever before:
• What is the next big idea that can redefine brand-consumer interaction?
• How can businesses create more lasting value for their consumers?
• Why should brands and corporations focus their energies on being more socially relevant with their businesses?
With increasing interconnectedness and shrinking global boundaries, it’s an exciting time for businesses to evolve and innovate.
In this issue of the People’s Insights monthly brief, we look at 10 inspiring innovations in the space of Mobile, Citizenship and Personalization.
We’d love to hear your take on these approaches. Do share your thoughts with us at @PeoplesLab on Twitter. You can also reach out to us on Twitter @msl_group.
Running head MARKETING PLAN MARKETING PLANMarketi.docxcowinhelen
Running head: MARKETING PLAN
MARKETING PLAN
Marketing plan
Developing a marketing plan
William Fiedler
Columbia Southern University
Introduction
The scenario that I have selected for this project is IT to seniors. The company specializes in making the lives of senior citizens of over sixty-five years and older easier using technology. In the past twenty years, the world has experienced tremendous change due to technology. Technology has disrupted all industries and made it easier and more convenient to shop, work, bank, and relax among other activities (Noort, Willemsen, Kerkhof, & Verhoeven, 2015). However, for all the touted advantages of technology, Silicon Valley has neglected senior citizens. Technological advancements such as the smartphone hold plenty of potential for improving one’s life; however, senior citizens miss this potential because the technologies are often too complicated. IT for senior citizens aims to bring the benefits of technology to senior citizens by providing an array of gadgets and software tools that make it easier for old people to communicate, shop, and document their lives among other activities.
In the United States of America, the market for smartphones is saturated with almost all adults having a smartphone (Mooij, 2013). However, there is a disparity in how individuals use the smartphone. While young individuals are proficient with using smartphones and use a plethora of applications for communication, information, social media, and entertainment, the same is not true for old people. One of the products aimed towards making it easier for old people to interact with their smartphones is an application launcher that removes most of the complexity found in the android operating system interface and provides a clean layout with the most essential services. The launcher removes complexity by making the process of searching the internet or making a call only a one-step process. The launcher is just but one product that the company has in the pipeline, intended to help senior citizens benefit from the wave of technological changes.
Market research strategies
For the successful launch of any product, one of the most essential steps that a company must first engage in is market research. Market research helps outline the feasibility of the business model and the existence of a niche that a company can fill with innovative products. One of the market research analysis that IT for seniors will use to test new products is a focus group. A focus group helps assess the violability of a product and to iron out kinks in a product by presenting a prototype to a group of individuals (Babin & Zikmund, 2015). To test new products in the pipeline, IT for seniors will gather diverse groups of individuals over the age of sixty-five, present them with the product, and observe as they interact with it. The company factors the information from the focus group into the production and marketing of the produc ...
Sheet1No.Strengths (3)Weaknesses (2)Recommendations (2)Evidence (used once only)Theory1Functional orientation
- evidence
- tangible product adv (features, performances, benefits)Inconsistent Messages
(say, do, confirm)It is recommended that supermarket A is to include the term 'wsl' in adv so as to .. Result of implementing consequences theory (journals on this theory)Strength 12Symbolic/experiential orientation
- cartoons, facial expressions, colours, pictures, animations
- emotional
- price ('8' - lucky/prosperity, '9' - longevity)ConsequencesStrength 23Category-dominance orientation (strengths only)
- brand name/logo of adv (evidence)
- e.g. FairPrice advertisement, Rolex, key sponsorsTrustworthinessStrength 34TOMASymbolic/experiential orientationSymbolic/experiential orientationWeakness 15Hierarchy EffectFunctional orientationFunctional orientationWeakness 26CPMAttributes
- what attracts ann advertisement
- features, product image, design, benefitsAttributesAttributesLaddering ProcessConsequences
- adv/benefits of using advertised products/services
- must believe/buy/agree your benefits & advConsequencesConsequencesValues
- quality
- experience post-purchase
- warranties, (money-back) guarantees, 3rd party endorsement, testimonial evidences, awards won, year of history, reputationValues
- critical weakness is that it lacks of…. Deemed to be a signofocant weakness… failed to apply Value Theory (journals)
- if the whole industry does not offer ____, do not take it as a weakness
- no need for comparisonValuesUnique Selling Proposition (USP)
- Superiority
- Unique
- Distinctive
*trademarks, patents, awards wonBrand Image (Transformational Advertising)
- brand logo
- fashion, prestegious productsResonance
- reflect audience life experience
- testimonial evidences
- before & after imagesResonance
- celebrity not good, lacks worthinessResonance
- change endorser (Jack Neo/Tiger Woods)Emotional
- colours, pictures, images, font size, choice of words, testimonial evidencesEmotional Pre-emptive
- message of superiority
- 'No. 1 top seller brand', 'Voted by many'
- country of originCelebrity Endorser
- TEARS model (credibility & attractiveness)
- trustworthiness, Expertise
- physical attractiveness, respect, similarity (to target audience)
- Brian WongCelebrity Endorser
- Jack NeoCelebrity Endorser
- It is recommended that XXX should engage XXX to endorse in the brand to increase attraciveness, expertise… Celebrity Endorser Theory (journal)Typical-person EndorserTypical-person EndorserTypical-person Endorser
- in order to increase attractiveness, recommended that XXX should engage a typical-person endorser (journal)Humour
- cartoons, facial expressions, vocabHumour
- cartoons, facial expressions, vocab*page 197 - theories
10
100PLUS ACTIVE
Student’s Name
Institutional Affiliation
Date
100PLUS ACTIVE
1. Executive Summary
Within marketing, there is a need to conduct promotions of products through .
Promotion and the Product Life Cycle
Apple has established a useful technique for marketing and implementing its product life cycle for its mobile merchandise. I have developed a substitute product strategy for the induction of the anticipated new service — the standard product of new product introduction, development, maturity, and stages of decline. Currently, Apple presents its new merchandise at an occasion and grants all the information about the prices along with release dates in the event. Besides, the products are typically accessible for presale shortly afterward. The partners commence marketing after the Apple event.
Product Strategy
Apple has created a brand, which is a leader in the technology industry, and it is effectual to develop when it is at the forefront of the competition. Additionally, this is the reason the organization ought to remain inventive. There is not much marketing about the Apple event happening, and people usually receive little to no information warning before any announcement being made. The new strategy will market and promote the is a new product and provide information on the dates of the event earlier. There will be printed physical materials for positioning in storerooms and streets with simple messaging about the event. Also, there will use social media to promote the event as well as products with similar messaging.
The emphasis will be to form expectancy about the release of the new product. A press conference is held with a formal statement and an e-mail flashes with details about the newly released product. Also, Facebook Live will be utilized to stream the statement, and other sites of social media will also be used to program the specifics. Live-tweeting will occur during the event on Instagram and Twitter, which can be found on the official page of Apple, which will have all the details of the product.
After the introduction of the new product, the development stage of the product strategy starts; This is the main stage for creating a position of a product in the market, enhancing the profit margins, and increasing sales (Growth, 2018). The organization will take on this stage by getting feedback from early clients and airing that feedback across e-mail blasts and social media, and This will produce promotion material for in-store demonstrations; That will comprise of flyers, display cutouts, and posters to hand out to prospective customers. Also, the organization will run a different pricing event in this period. The early adopters are prepared to recompense a premium fee for having the product earlier than expected; Apple will be able to get extra users by providing lower prices after the growth stage has reached. This will similarly assist in combating an augmented competition, which indeed transpires when new product unveilings.
There are no propositions on how Apple administers the maturity stage of the lifecycle of the product. Nevertheless, in the declining stage, I am suggesting ...
Marketing can be defined as a process of socializing or communicating the value of product or service to the customers with the objective to sell products or services. It is actually a very critical function of business which focuses towards attracting the customers (Kotler, 2001). If properly planned and executed, marketing aims at getting far better results in form of increased sales, brand /image building, higher revenues, etc. The aim of this report is to provide an understanding of how marketing, research, planning and marketing mix are used in all organizations (Palmer, 2012). Marketing not only earns profitability to the marketers but also to the customers, as they have all the options in front of them to choose the best among the available ones (Palmer, 2012). Marketing is done with the aim of selling goods, services, events, experiences, ideas, people, businesses, information, awareness programs etc.
Similar to Marketing communication plan of «Up by Jawbone» (20)
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janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
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Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
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Marketing communication plan of «Up by Jawbone»
1. MARKETING
COMMUNICATIONS
PLAN of «UP by
Jawbone»
MKT2501 - Marketing Communication
Teacher : Chris Woollaston
Date of submission : 26/04/2013
Student number : 1209752 date of submission : 26/04/2013
2. Using the MCPF structure as discussed by Fill (2009, p.309)*, prepare a Marketing
Communications Plan for a product or service of your choice. You must explain and
justify each stage of your plan with reference to relevant academic concepts and
theory.
• Brief introduction (c.150-200 words)
We will talk here about the UP by Jawbone. UP is a new generation of wristband
intented to analyze your lifestyle. Its goal is to improve your lifestyle. In fact, the Up tracks
your sleep cycles, your steps and your moves to help you to better know your sleeping
time and the daily number of steps you do. Moreover, the wristband calculates the calories
spent, the distance covered and can be used as an alarm-clock. It’s entirely connected to
your smartphone and you have anytime access to the data of the wristband through a
dedicated application. Finally, on the application, the customer can have statistics of his
last performances.
Jawbone is a is privately-held company founded by Alexander Asseily and Hosain
Rahman in 1999 and headquartered in San Francisco, CA. The firm is specialized on
wireless products. Known for the Jambox, a mini bluetooth speaker built for mobility, they
are primarily manufacturers of hands-free kits for phones with very special noise cancelling
which is produced by the jawbone’s vibration. After a disastrous launch in 2011 due to its
lack of solidity and many hardware problems, Jawbone came back in 2012 with a new Up
wristband, completely revised.
• Context analysis on this occasion focusing on (c.600 words)
◦ The offering and the key message
The message conveyed by Jawbone is very simple: «Know yourself, live better».
For the company, the self-knowledge is the better way to live better. Thus, Jawbone offers
Student number : 1209752 date of submission : 26/04/2013
3. the consumer to learn how to know better itself in order to live better. The fact to know the
number of his steps and his sleep cycles allows the user to know his body better. Well-
being is one of the five requirements necessary for the individual according to Maslow. Up
wristband gives the possibility to the consumer to master data that he could not know until
then and to go further in well-being search. He can now quantify the messages sent by his
body. The product allows the consumer to find the well-being and to have more control on
his life.
• Customers (segment characteristics; levels of awareness, perception and
attitudes towards the brand/offering; levels of involvement; perceived risk)
The Jawbone Up wristband targets a certain type of people. First, the firm seeks
people who want to track their lifestyle, their bodies. That means people who want to learn
to decode the messages sent to them by their bodies. There are also people who want to
lose weight, who wish to follow their daily «burn calories», in real time. Also, people who
need a visible element, quantified their daily stresses. Potential customers could be those
who wish to have a glimpse of their sleep and their sleep cycle and an alarm clock «well-
being», because they suffer from a kind of insomnia.
The population targeted is young, accustomed to new technologies and who want
to make profits from these new technologies for a better health and well being. Finally,
they must possess a smartphone or a tablet (iOS or Android) and make regular use of it.
• Competition
The market of smart wristband is currently not well developed. Indeed, it is an
innovative and really little known technology by the general public. Thus, «Up» by
Jawbone has significant monopoly power in the market for bracelets of well-being.
However, there is a product that could be likened to a formidable competitor: the Nike
Student number : 1209752 date of submission : 26/04/2013
4. Fuelband. Although the FuelBand is a wristband more focused on sports performance, its
technical specifications are similar to the Up by Jawbone. Indeed, the FuelBand gives an
overview of calories burned or the number of steps in the day for example. But the idea of
performance is much more present, especially when the wristband stimulates the user to
improve his performance every day, and leads to surpass himself. However, the FuelBand
is less accurate than the Up on calorie counting. Furthermore, the well-being dimension is
totally absent. In this way, the Up is much more complete and has more features than the
Fuelband. We can estimate that the Up and Fuelband target different market segments, a
very sporty people for FuelBand and for the Up, people more interested in well being.
• All culminating in setting out the communication needs
Therefore, Jawbone must increase its communication on the fact that the «Up» is a
product of «well-being». However, the knowledge of this new technology is low and there
is little competition in the market. In this way, Jawbone will have to initially promote the
technology and explain it to increase demand for the product (Jakki J. M., 2009). In a first
time, the brand must target a special type of population, techie and who search the well
being, then it should try to democratize the «Up» to the general public (Artech House,
2004).
• Communication goals (c.200 words)
The purpose of communication for this product is to try to promote it to the mass
public. Indeed, this wristband is an innovative technology that is in its beginning. So, only
few people are aware that this type of product exists. The main challenge of this
communication plan is to democratize the use of this product, and to introduce it to an
uninitiated public.
Student number : 1209752 date of submission : 26/04/2013
5. So, Jawbone has to emphasize the fact that this wristband allows a new use and
has very innovative features. In addition, the company will also solicit consumers who
already know the Jawbone products, especially thanks to their bluetooth speakers (that
were already a major innovation in the field of «mobile music»). Thus, Jawbone will try to
appeal to their loyalty and their previous experience with a Jawbone product (Chen, Y.
(2008). The company must promote all the many features available with the Up, to
differentiate itself from the competition and to increase sales of smart wristband. Jawbone
should also try to fade the bad launch operated in 2011. It had to guarantee to its
customers a irreproachable completion and proves that this bracelet has evolved.
The goal to be reached by the company is to praise the material quality of the Up
and all the innovations it has used to offer this product.
• 3Ps of communication strategy (c.450 words)
There are three techniques in marketing strategy : PUSH, PULL and profile
strategies.
- The marketing push, or push strategy is the process of pushing the product to
consumers. Jawbone can use push strategy directly to consumers or through the
distribution network. It use its power of sale and trade promotion activities to create
demand for a product. It promotes the product to wholesalers, wholesalers to
retailers, and retailers to consumers (Fill, C. 2005). Jawbone has to select resellers
carefully. Building a selective retailers network, especially for upscale sports stores
will emphasize the image of a high-end product.
- The pull marketing or pull strategy includes actions aimed at bringing consumers
to the product. Marketing pull basically translates into advertising media
communication campaigns and direct marketing. Jawbone must use this strategy
even if it requires high spending on advertising and promotion to build consumer
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6. demand for a product. Indeed, if the strategy is successful, consumers will ask their
retailers for the product, the retailers will ask the wholesalers, and wholesalers will
ask the manufacturers.
- The Profile Strategy is when you want to target a range of stakeholders, but by
using different messages for each.
With the Up wristband, Jawbone penetrates a brand-new market. There is little
competition and the mass public has no particular knowledge of the product. However,
customer loyalty to the brand is high because they have been seduced by Jawbone’
previous products. In this way, Jawbone must use the 3Ps together in order to have
maximum impact on the client, because the different characteristics of its product require
it. They have to balance the two strategies to create a great marketing mix that strongly
encourages customers to buy their products. Some customers respond to a certain type of
strategy, depending on the stage of decision making.
• Co-ordinated communication mix (c.450 words)
The «Up» by Jawbone is a product that can be classified in the category of the new
technologies products. We said that the targeted customers for the product is a population
that daily uses the new technologies of information and communication. Jawbone will
therefore have to use uppermost the new medias, including the internet, to promote the Up
because this population mainly uses these channels. In this way, the company must sollicit
bloggers specialized in new technology products (Russell, S., 2009). These should be
targeted as influential bloggers, and Jawbone could send them a Up wristband and ask
them to write a serie of articles on their websites. Jawbone could invite them to give their
opinion on the product. But this approach could be double-edged because it gives to the
consumer a objective view of the product. If the blogger believes that the «UP» is a bad
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7. product and writes it on his blog, he can quickly create a bad-buzz around the product.
Then, the brand must really carefully select bloggers, considering their editorial lines for
example. Jawbone could also participate to exhibitions to present the products, promote
the new technology which is unknown. These shows can also be an opportunity for them
to create many partnerships with other companies to improve the functionalities of the
smartphone application as well as their wristband. Partnerships could be built with food
companies to improve the functionalities like tracking of meals and consumed calories.
Jawbone could also create partnerships with companies specialized in mobile geolocation
to improve its smartphone application for example. Jawbone must also participate
exhibitions to present the products and to promote an unknown technology. Therefore, the
«Up» is an accessory of well-being, Jawbone can also sponsor «well-being» events (like
«Health and Wellbeing Days» in UK for example) or sports events (like marathons...) to
show their commitment to the quest of «well-being». It’s really important that the name of
the brand is associates to the idea of sport and well-being. Jawbone could involve high-
level athletes and doctors to justify the effects of the product for good health.
Jawbone can use the press as support to promote his product, through adverts in
dedicated sports magazines. The company could also create and publish contents on the
internet or on TV commercials for example. Using video support could give full visibility to
the user on how he can use the wristband (Wiley, J. & Sons (2009). In fact, the technology
is new, it must explain to the public how the product works and in what circumstances.
Jawbone can thus create promotional videos on its website to attract the customer and
give him ideas to use the wristband. Finally, these videos could give the consumers some
reassurance about the material quality of the wristband.They must explicitly show that the
mistakes made by the past have been fixed. For example, the company could show
through a video the different phases of design and production of the product as well as
many quality tests made before the product launch.
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8. • Implementation, control & evaluation (c.300 words);
➤ Implementation :
Jawbone must begin the launch of the product by creating a dedicated page on its
website that describes the product and its features (Gurau, C., 2008). Then the firm could
encourage demand by streaming lot of videos of the product. In this way, interviews of
high-level athletes and doctors could be published. Athletes and doctors could speak
about different benefits of the product as well as users who have tested the product in
preview. The brand must praise the strength of the product and insist on it to reassure the
customer. First, the firm must send copies to influential bloggers to invite them to write
posts about the Up. The product launch will be first in the U.S. Jawbone has to focus first
on the market they know the best. When the brand is sure to be operational for an
international launch, it must use the advice of U.S. users about the product and multiply
the adverts by making "teasing" to other countries. Jawbone has to translate any
documents, packaging or application to adapt the product to the targeted market and thus
to make easier the use of the product by non english speaking person (Gurau, C., 2008).
Jawbone can also promote its product to the doctors, or nutrisionist for example, and it can
shows them all the benefits of medical uses of the Up.
➤ Control :
The firm has to pay attention to the first feedbacks of U.S. users, particularly
regarding to the reliability of its product to avoid past mistakes. It must have total control of
its communication strategy and be able to react quickly. Indeed, it must be very attentive to
notes written by bloggers. It has to contact them quickly if their opinion about the product
does not highlight or discredit it. It must also check the opinions of its users on social
networks with brand monitoring.
Student number : 1209752 date of submission : 26/04/2013
9. ➤ Evaluation :
Jawbone can assess its communication strategy by controling the level of sales and
its evolution. It can also measure if there is an increase of members in the community of
the «Up» social network. Analyzing the engagement of users on social networks, blogs
and specialized websites by a brand monitoring strategy could be a good tools to evaluate
the performance (Bampo, M., 2008).
• Brief conclusion (c.150-200 words).
Thus, the new technology used by Jawbone enables them to monopolize the wristband
market. The Up by Jawbone is a real innovative technology. But, Jawbone has to pay
attention to the fact that this technology is currently unknown by the mass public. They
have to to focus on the promotion of this technology. In the first time, they have to show to
the consumer how this product can make his life better and how he can improve his well-
being. Then, the brand has to try to conquer new markets, such as medical devices, for
example, through a promotion to doctors.
Finally, they have to base their strategy on different supports of media communication to
reach as many people as possible, through promotional videos, interviews or interactive
contents for example.
Words : 2402.
Student number : 1209752 date of submission : 26/04/2013
10. Bibliography :
Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content, 5th
Edition, Harlow: Pearson Education Ltd.
Wiley, J. & Sons (2009) The New Rules of Marketing and PR: How to Use Social Media,
Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly
Russell, S. (2009) New Communications Approaches in Marketing: Issues and Research
Directions, Journal of Marketing Interactive
Chen, Y. (2008) Online Consumer Review: Word-of-Mouth as a New Element of Marketing
Communication Mix
Bampo, M. (2008) The Effects of the Social Structure of Digital Networks on Viral
Marketing Performance
Fill, C. (2005) Marketing Communications: Contexts, Strategies, and Applications
Jakki, J. M. (2009) Marketing of High-technology Products and Innovations
Artech House (2004) Successful Marketing Strategy for High-Tech Firms
Gurau, C. (2008) Integrated online marketing communication: implementation and
management
Student number : 1209752 date of submission : 26/04/2013