Running Head MARKETING COMMUNICATION AND BRAND STRATEGY .docx

Running Head: MARKETING COMMUNICATION AND
BRAND STRATEGY 1
MARKETING COMMUNICATION AND BRAND STRATEGY
5
MARKETING COMMUNICATION AND BRAND STRATEGY
Regina Snedecor
MKT/571 Marketing Management
April 15, 2017
Heidi Kelley
Marketing Communication and Brand Strategy
Branding in business is the process by which goods or
commodities of a company given names that can easily identify
in the market. Branding is an essential thing when it comes to
business; this is an active brand has a guaranteed long life; this
is because will shift from the commodity itself but settle on the
name. Various things attributed to a powerful brand that will
ensure that the company will be able to have a product that will
sell itself just by the mention of the name. This paper will come
up with an efficient manner or rather strategy of setting a brand.
Marketing communication, on the other hand, is defined as the
plan established by the company so that it can be able to reach
its desired customers. The company will have to pick as
accurate communication that will help them achieve the market
communication plan.
In coming up with a proper marketing plan it is
fundamentally based on the objectives of the company, and
there are the essential 4ps that are not to be forgotten, they are a
place, promotion, price, and product. Situational analysis is
used by managers in a collection of data to be able to analyze

the internal and external environment to understand the
capabilities of the customers and the business climate. The
following are the situational analysis when coming up with a
brand operational requirement to pick and analyze to be able to
understand the dynamics of the environment and the
expectations of the clients (Donthu, 2000).
Vision, mission, strategic objectives.
For any successful brand, the needs of the client ought to
come first this is because they are the people in whom the
business intends to consume the product. Therefore, the vision
of any successful brand should be towards customer satisfaction
and meet their needs. The objectives of a business are what
firstly dictates its survival in the firm. The values and strategic
goals of any business should be carried out with the thought of
the client this will assist in fulfilling the desires of the
customers and coming up with an effective brand.
Strength/weaknesses
For a successful brand to build a SWOT analysis should be
conducted, this will be able to identify the place in which the
business holds in the market. When strengths identified, the
business will be able to capitalize on the power; this will be
able to overshadow the weaknesses that identified when the
company settled. For instance, a brand that is being set up in the
clothing industry, if they had a strength of making clothes with
better fabrics compared to their competitors and their weakness
is that it would likely face a shortage of supply. The business
needs to ensure that the quality of their material does not go
down. Making sure that they will be able to stay afloat even if
they may not be able to meet the demands of the market (Berry,
2000); this will also apply to the market communication plan
they need to settle for a plan that will cover a broad market.
Competitor’s strength/weakness

An essential element since one will need to assess the
competitor’s performance in the market and the stakes that they
hold in the market. This assessment will lead to the realization.
Of the strength and weaknesses of the competitors. This
evaluation will be able to provide a ground in which the
upcoming brand will operating. For instance, they can take
advantage of the weaknesses of their competitor and they will
also see how they can bridge in their strength.
Advertising Strategy/Objectives
When a business wants to create a brand, it should settle for
an advertising strategy that would be able to connect with the
desired clients. With the growth of social media, this could be a
good avenue for the company to be able to contact with the
customers. The mode of adverting that will settled should not
deviate from the objective and missions of the enterprise
(Moore, 2006), it should also contain relevant information that
will be able to drive the agendas of the company. The need of
having an advertising strategy is to ensure that the firm is not
only creating awareness of its existence it will be able to push
for sales.
Public Relations/Strategies
The relationship between the client and the business, in that for
any query or inquiry made by the customer the company will be
able to respond promptly. Ensure a good business-client
relationship maintained. A client has any complaint with the
products, how the company handles this and ensures that it does
not reoccur is imperative. A perfect strategy is a corporation on
its website it should have an inquiry or complaint box; this will
involve a direct chat with the employees of the enterprise. In
turn, build the brand of the company and its effectiveness in
responding to complaints filed by customers or potential

customers.
In summary coming up with a name is directly proportional to
the market mix, an investor needs to take time in understanding
the market mix from which he or she will be able to run a brand
efficiently. In coming up with a brand, communication is also
important since the brand does not rely on itself to grow but
rather on external factors. Therefore, the suggestions for any
brand to become the mode of communication used to create its
awareness should be practical and related to the vision, mission,
and objective of the company
Reference
Berry, L. (2000). cultivating service Brand Equity. New York
Free press.
Donthu, B. Y. (2000). An examination of selected Marketing
mix elements and Brand Equity. Academy of Marekting
sceience.
Moore, P. (2006). Brand name strategies in the service sector.
Journal of Consumer Marketing.
Running head: PRICE SETTING PLAN
1
PRICE SETTING PLAN
2
Price and Channel Strategy
Regina Snedecor

April 10, 2017
Heidi Kelley
Price Setting Plan
The pricing strategy that an organization utilizes in its
operations is significant. Pricing significantly impacts the
operations and gains of an organization in significantly diverse
ways. An organization has some ways through which it can
establish a competitive advantage through the utilization of
marketing strategies. When for example the team manages to
lower its prices compared to the prices that competitors are
offering, its products are likely to increase demand
significantly. This aspect makes the organization attain more
gains compared to the benefits that the competitors are
achieving. An organization, however, cannot just lower its
prices. Many aspects require considered, which determine the
amount that the club offers its products. An organization cannot
lower prices to a level that is less than the cost or producing the
products. By doing so, the team could only be operating at a
loss. There are some essential elements that it should, therefore,
consider when it is determining the prices for its products and
when establishing the pricing strategy that it intends to use
(Smith, 2012).
The first essential element to consider is the distribution
strategy of an organization. The distribution of the products that
the organization offers is significant. Through it, the team
manages to establish convince of the products to the customers.
When products distributed, customers manage to attain them
much easily from shops and shopping centers of their
convenience. With this aspect, the organization manages to
increase its number of sales, since many individuals can
purchase its products. An organization has some ways through
which it manages to attain gains. The first main way is through
the increase in the number of sales. By increasing sales, the unit

profit that the organization reaches from selling products
increase significantly. Another main way through which the
group manages to increase its profit margin is by reducing the
cost of production. The cost of production is also a major factor
that affects the pricing of products that an organization offers.
When a product incurs a prohibitive cost of production, it also
attracts a high price. The cost of production is inclusive of the
cost of distribution channels among other aspects. Establishing
good distribution channels that are likely to increase the number
of sales and at the same time, the channels that do not incur a
prohibitive cost to build therefore provides the organization
with the ability to reduce prices for its products (Boussabaine,
2013).
Another essential element that groups consider is the strategy of
pricing that is appropriate for their operation. Different
organizations utilize two main pricing strategies in diverse
ways. The first main strategy that they employ is static pricing
strategy; this is a pricing strategy where the group maintains a
certain price of its products throughout without changes despite
the changes of aspects like marketplace demand and consumer’s
ability to purchase the products. The other strategy that utilized
is the dynamic pricing strategy; this is a strategy where the
organization sets flexible prices, which it changes about aspects
like demand and another marketplace changes that might take
place. Each of these market strategies is important and
appropriate for certain occasions and certain business
organizations. For our business, however, dynamic pricing
strategy is more suitable. This form of a plan would allow the
teams to alter prices about changes that occur. This aspect
would make the organization attain significant and highly
appropriate gains from its pricing strategies.
The others essential element that significantly affects pricing is
the aspects of daily pricing, promotion pricing, and list pricing.
An organization can increase its gains through the establishment

of flexibility in its pricing strategy. It can also manage to
effectively utilize both the dynamic and static pricing strategies
in separate occasions and sessions of business. It can, for
example, decide to use the static plan in its daily prices where it
maintains a fixed rate during the regular days of business
operations, but then changes that strategy to dynamic in certain
days like the promotional days or when there is a significant
need for the same. This pricing strategy would simply be highly
appropriate and relevant for both the organization and the
customers. During the promotion sessions, the team can decide
to lower its prices with a certain percentage. This aspect would
increase the demand for its products significantly. Maintaining
a reasonable price during the regular days would also be
appropriate since customers would not attain an exploitation
aspect when prices are increased (Schindler, 2011).
References
Boussabaine, H. (2013). Risk pricing strategies for public-
private partnership projects. Chichester, West Sussex, UK:
Wiley-Blackwell.
Schindler, R. (2011). Pricing strategies: a marketing approach.
London: SAGE.
Smith, T. (2012). Pricing strategy: setting price levels,
managing price discounts, & establishing price structures.
Mason, Oh: South-Western Cengage Learning.
Running head: MARKETING
1
MARKETING
2

Promotion and The Product Life Cycle
Regina Snedecor
April 3, 2017
Heidi Kelley
Marketing is among the most important aspects that
organizations involve in, with the aim of making their products
known to the customers and increasing their sales. Without a
good marketing a strategy, the majority of the organizational
products do not acquire good sales as they can acquire with
proper marketing strategies being utilized. When an
organization is launching and introducing a new product in the
market, marketing is among the most important aspects that
determine the success or failure of that product. A customer that
is targeted by the organization to purchase the products required
to be informed of the existence of that product in the market
and provided with a clear explanation of the many ways through
which the product could benefit him or her. Marketing is
however not a simple activity that any organization can manage
to involve in simply. Strategies through which a new product
will be introduced in the market and promoted are required to
attain success. The paper provides a product strategy through
which an organization can manage to establish and introduce a
product to the market and attain success (Posner, 2015).
The product strategy
The product strategy is simply a strategy that an organization
aims to utilize which will help in the introduction process of a
new product in the market and ensure that the product becomes
known and preferred by customers. An appropriate product
strategy for this case is a strategy that will help individuals
attain an understanding of the existence of the product in all

markets and the benefits that the product would provide to
them. The first aspect of the strategy is marketing with the aim
of creating awareness to the customers that the product exists.
This step should involve the utilization of social media
platforms, billboards and promotion forums. As a first time
product that is being utilized in the market, the strategy should
mainly aim to communicate to most people within the market.
Billboards, social media and promotional programs that air in
media like television and radios would ensure that almost all
individuals attain an awareness that the product exists.
The second step is aimed to address the growth stage of the
product. In this step, the organization should maintain a steady
price and at the same time aim to involve in the marketing
activities of explaining the importance and benefits of the
product. This would provide customers with the need to
purchase the product at hand. The other important aspect of the
product strategy is aimed to cater for the products maturity
stage. At this stage, the demand for the product is likely to
decrease, after other competitors emerge in the market. The
strategy should thus be aimed at differentiation and
improvement of the product. This will enable the organization
to remain much better and have the product being preferred over
those of the competitors. The success of this strategy will
prevent the occurrence of the decline stage.
Assessment of success or failure of the marketing activities
Assessment of whether the product strategy and marketing
activities that the organization is utilizing are being obtained is
significantly important. One can simply formulate other
strategies to help in promoting products when he or she realizes
that the current strategy is not effective. For this case, the
success of a product strategy is determined by the ability of the
product to maintain a high demand for a long time after it is
introduced in the market. The failure of the strategy is when the

product reaches the decline stage within a short duration after
its introduction to the market. The product attaining a high
number of sales determines the success of the marketing
activities. Its failure is on the other hand determined by its
inability to increase sales (Eastman, Ferguson, & Klein, 2006).
Media methods for the product
Media methods refer to the strategies that the organizations can
utilize to ensure that customers obtain information concerning
the product and its benefits. One, print media strategy that the
organization can utilize to market its product is the newspaper.
Newspapers are a convenient way to provide information to the
people, because, on a daily basis, people read newspapers, and
thus they are likely to see the advert for the product. In this
advert, the individuals will also attain an understanding of the
product description, price and the benefits that they can obtain
by purchasing that product. Another, non-print method that the
organization can utilize to market the product is formulating a
Twitter platform where people who share the product’s
description are given certain quantities of that program. Such
media methods would be significantly beneficial to the
organization.
Product promotion
Product promotion is significantly important to any
organization. Through it, customers acquire more information
concerning the products and how they can utilize them
effectively. The media strategy, to begin with, is an important
product promotion element that organizations utilize. Through
this element, organizations simply publicize their product
promotion programs where they ensure that they are viewed on
TVs and radios. Direct marketing is another element that is
considered highly important. This is the strategy where
individuals market and promote them directly to the targeted

group of customers. It helps in making the customers confident
on the product and provides them with an opportunity of
seeking clarifications that they might need. Public relations
strategies of product promotion are also regarded as highly
important. These are strategies that organizations use to
communicate with the public and provide assurance of the
products that are being offered. This strategy helps people
become more confident with the product at hand (Paul, &
Kapoor, 2008).
References
Eastman, S., Ferguson, D. & Klein, R. (2006). Media promotion
and marketing for broadcasting, cable, and the Internet.
Burlington, Mass: Focal Press.
Paul, J. & Kapoor, R. (2008). International marketing: text and
cases. New Delhi: Tata McGraw-Hill.
Posner, H. (2015). Marketing fashion: strategy, branding and
promotion. London: Laurence King Publishing.
Running Head: UNDERSTANDING THE TARGET MARKET
1
UNDERSTANDING THE TARGET MARKET
6
Understanding the Targeted Consumers
Regina Snedecor

March 27, 2017
Heidi Kelley
Understanding the Target Market.
The target market is a market segment that has been
intentionally chosen by a business organization to focus their
marketing efforts. A company may have several target markets
that will have a prominent market offer for each of them. Target
marketing involves a three-stage process. The initial step is to
outline and profile distinct customer categories (market
segments) that may provide feedback to various service and
product offerings. The next step is to select one of these market
segments for aiming. Finally, you generate positioning
strategies that convey unparalleled service or product's benefits,
which are pertinent to those target audiences (Wells, (1975).
The last two steps need a deep analysis of the two core target
market elements: psychographic and demographic analysis.
Demographic analysis
The owners of businesses usually collect demographic
information to include in the plans of business used to gather

start-up funds and to direct the business launching process.
Demographic factors include age, income, gender, race and
educational level. Shopping habits, marital status, family
celebrations like birthday, the number of children and other
facts about the characteristics of the customer. A small business
proprietor requires demographics to find the ideal customer for
his/her services and products and generate strategies for
marketing such as advertisements, pricing, business location
and packaging of goods (Wells, (1975). A proprietor who is
striving to adjust his/her marketing plan to changing
demographics of the country. Might get it important to note
that, per a report was done by Nielsen Company in 2010,
Hispanic consumers have most of their expenditure resulting
from baby items, African American buyers spend more on
fragrances and ingredients for cooking at home and Asian-
Americans are likely to shop at club stores and eat out.
Age can segment a market per the age of the customers. Its
basis is the premise that a client's desires and needs with the
change of their age. It classifies the consumer's age into
children, teenage, middle-age, and older population. A child
will need toys while teenagers will always like being trendy by
embracing the latest fashion. For instance; in the United States
of America, there are about seventy-six million baby boomers,
that is people born between 1946 and 1964. This group forms a
vast consumer market as they spent $400 billion more than other
groups in 2009. A small business owner can benefit from this
category. Income emerges the most valuable tool for market
segmentation. The purchasing power of a consumer differs
depending on the level of revenue. Based on this variable user
are categorized into three groups low-middle and high income.
Middle-income consumers will choose to buy durable and
medium-priced while low-income consumers buy low-priced
good just to satisfy they basic physical needs. The high-come
tend to be luxurious like designer clothes (Beal, 2000). The size
and number of family members proportionally the rate of
consumption. The family size also influences the size of

packaging.
Psychographic analysis
Psychographics refers to the personality, lifestyles, and interest
of different people. These variables are also called IAO
variables because they cover interest, activates, and opinion
exploration (Diamond, 2011). Marketers have always considered
behaviors, environment, and culture under this clarification.
The key variables we can consider is lifestyle personality and
motives: motives categorize behavior of consumers based on
what compelled the customer to buy the item. The motivation
may be health, status, affiliation, personal appearance, and
safety. Motive will not only affect the product type bought but
also dictates the local outlet choice from which the product
obtained; lifestyles divides a consumer market by lifestyle of an
individual rooted in the belief that that effect selection of a
certain product (Diamond, 2011). When you ask an
environmentalist his/her view of an enjoyable holiday, don't be
surprised when he tells you the one with a hunting expedition.
Consumer analysis
Analyzing a customer enables a company to identify its
potential market segment. The user study gives the basic
notions on consumer benefit, market customer and customer
profile. The product must render an advantage to the consumer,
consumer benefit is proportional to sales and to profit too.
Where there is no customer benefit, there is no profit. A client
interest is a quality or value that the product offers the
customer. The consumer interest is part of the unique selling
advantage but not the Unique Selling Advantage (USA).
Customers experience two types of benefits: psychological and
functional benefits. Practical benefits are quantified in terms of
time, duration, money and other physical measures for instance
when a product is cheaper than another product, a consumer
experiences benefit of money. When a new tool saves a quarter
of consumers' time, the benefit is time. Psychological benefits
offer the customer a nice feeling like the feeling of power, self-
esteem and a pleasant view (Weiner, 1985). For instance, a

product which looks beautiful and attractive will raise one's
esteem. When a customer pays attention to buy an item, then it
is regarded as a high involvement product, but if he pays not too
much attention, low involvement product exists (Boyd, & Levy,
1963).
The customer profile is considered in consumer analysis. The
client's profile outlines the properties of the user who could
gain from your product. Under this, we can examine the
characteristics of the customer, the buying process of a client,
and market customer. Components include demographic
characteristics like 20 to 30 years, healthy and male. Economic
characteristics regarding income, geographical characteristics,
and special interests. Customer buying process is also a point of
focus. A company needs to consider who is making the decision,
the season they buy, and how they pay (LaRue, Ivey, &
Leonard, 1999).
Environmental scanning
Successful management of organizations relies upon the
capability of the seniors to adapt as fast as possible to the
external environment that is changing. Brown and Weiner
define environmental scanning as "a radar to scan
systematically and signal a new, the unexpected, the major and
the minor." (Weiner, 1985). An organizational environment
comprises of the internal and the external environment which
must be scanned to evaluate development and issues which
affect the success of an organization. First, the agency should
collect information about the world in which it operates,
including knowledge of the government, laws, demographic
factors like population distribution and size, and economy.
Next, the organization should focus on the competitors and
lastly it should carry out an internal scan of the environment of
the body. Find out the strength and weaknesses of the company.
The discussed factors are very crucial in creating a good
marketing relationship with the customers. They also enhance
the appropriateness of a business strategy in an organization
(Beal, 2000).

References
LaRue, D. L., Ivey, J. B., & Leonard, T. M. (1999). U.S. Patent
No. 5,953,406. Washington, DC: U.S. Patent and Trademark
Office.
Beal, R. M. (2000). Competing effectively: environmental
scanning, competitive strategy, and organizational performance
in small manufacturing firms. Journal of small business
management, 38(1), 27.
Boyd, H. W., & Levy, S. J. (1963). New dimension in consumer
analysis. Harvard Business Review, 41(6), 129-140.
Diamond, J. (2011). Retail advertising and promotion. Fairchild
Books.
Wells, W. D. (1975). Psychographics: A critical review. Journal
of Marketing Research, 196-213.
Weiner, B. (1985). An attributional theory of achievement
motivation and emotion. Psychological review, 92(4), 548.
Running
Head:
UNDERSTANDING THE TARGET MARKET
1

Understanding
t
he Targeted Consumers
Regina Snedecor
MKT/571 Marketing Managem
e
nt
March 27, 2017
Heidi Kelley
Running Head: UNDERSTANDING THE TARGET MARKET

1
Understanding the Targeted Consumers
Regina Snedecor
March 27, 2017
Heidi Kelley

Running Head MARKETING COMMUNICATION AND BRAND STRATEGY .docx

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