Marketing Communication and Branding Essay

IntroductionAfter cargonful mart research of some of the different think markets in todays industry the market that was the most interest to the writer was the deadening phone market. Of every the brisk phones researched, none were found to move over braille included only speaking activated commands designed to send text messages as rise up as calling. The idea the writer proposes is a phone for the visually impaired which has a sole purpose for calling people. The keys will be fitted with Braille so that the individuals argon able to effectively feel what number they argon pressing.SOSTAC Situation AnalysisUpon research it was found the size of the disability phone market is small in comparison to others, such as android where on that point are thousands of brands available. Around 360,000 people are registered blind or partially sighted in the UK (Action for Blind People, 2011), showing that, with the assumption that everyone involve a mobile phone in todays society, the key segments that this brand will relate to are the 360,000 potential customers within the visual impairment mobile phone market. The key competing brands include Doro, an established competitor who supply a range of mobile phones for the disabled. They supply too many online retailers, ranging from handheld mobile phone to internal landlines. Alternatively, Amplicom is another competitor who develops mobiles with large buttons, aimed at the visually impaired market. These competitors will be the toughest to compete with due to their experience and current market share a large investment and money will be needed to make sure that the proposed brand give the axe gain a decent amount of market share.Porters five forces is an confiscate model which can be related to overcome such competition, due to its ability to evaluate entry barriers, suppliers, customers, substitute(a) products and industry rivalry (Freitag, 2005). Furthermore Porters five forces can determine what the curre nt market is for the brand, as well as the outlining any real competitors positions in relation to the maturation product. Moreover, it can also show how a firms s get hold ofholders can influence the company with the employ of bargaining power (Chee and Harris, 1998). Thisinformation would be vital to obtain prior to the drive of the brand to reduce the chance of product failure. The macro-environmental factors will be utilise to the brand through PEST analysis Political, Economical, Situational and Technological. Political factors which relate fitly to the disability mobile phone market include the strict laws on the disposition of production materials such as batteries and any forms of radioactive waste, as well as any compulsory health and safety procedures during the production and contribution of the developing products.Breaking these rules could result in heavy penalties including fines and even the termination of the company in severe cases. Suitable economic factors include the assessment of the current wretched financial climate. This forgos to the assumption that it is currently not attractive to place investments as money is generally tight for most, reducing the overall customer base for the developing product. Example solutions for this could include enticing consumers with bargain phone worths or even reduced fixed monthly contract payments which will include a competent amount of minutes for the target segment. Furthermore by offering all deals at lower end prices will befittingly fit the market, as thither can be a general assumption that those who are visually impaired may also fit well within the retirement market, a segment that generally has less money spare.Regarding social factors the main issue ingested is ethics relating to how products are developed and distributed, in addition to advertising techniques used to foster promote the brand. Equal opportunities and fair working conditions should be issued to all employees inv olved in the development and promotion of the brand so that the product can demo diversity relating appropriately to the disabled mobile phone market. Advertisements should be honest and not have any misleading content to confuse any consumers and all information promoted will be fully implemented into the design of the mobile phone. Technological factors are by large the most relevant and important to consider within mobile phone industries.Due to the constant development of engineering science within the actual mobile phones, it is an competitive industry to be involved in. heretofore within the disability phone market the look of the phone is a lesser important factor during purchasing it is what the phone provides to the consumer to aid their special needs when contacting someone. Simple, up-to-date software is petitiond so that all relevantfeatures are implemented, in addition to having an appropriately sized screen with higher contrast settings so that the visually impaire d are able to read clearer. Large number buttons are essential so the Braille fits comfortably and the user is able to direct what number they want to press with ease.ObjectivesHere are three accusatorys that are going to be set for the modernistic developing brand * Increase cognisance of the service in disabled people by 50% within 6 months * In three social classs time production costs should be reduced by 10% * In the next two years taxation should be approximately 7 million These objectives act as capable targets and in turn will motivate staff and drive productively due to the time scaled that these objectives must be achieved. The chosen objectives all appropriately relate to the current disability phone market and the specific areas that could be make betterd, such as increasing the awareness of service for people with special needs. This could so encourage other companies to develop other suitable day-to-day products to suit their needs also, which could andmore p romote the idea of developing a whole unseasoned organisation specially aimed at designing products to aid people with special needs.StrategyThe push/ tow scheme involves creating demand from two aspects push strategy involves the demand being created by the manufacturers distributers, and pull relates to the manufacturer creating demand via their own promotion techniques (Frazier and Summers, 2011). The brand will follow a pull strategy because it is envisioned that demand will be created through advertising and an effective, unique selling point. This is good because through a push strategy, it is sometimes required to distribute a higher volume of goods, which is better related to a mobile phone industry with a larger audience, un alike the niche, disabled market.another(prenominal) win of this is that because the developing brand is unheard of an unproven preventing stock piling of products if they are not sold, saving money. Although, a pull strategy will require a large inv estment for advertising, it is estimated that the cost of production and potential stock piling outweighs this in fiscal terms. Relating to the objectives, the pull strategy will aidthe attainment of said targets with the use of an advertising campaign, creating the demand that will create supply to the blind market.To engage the consumers, advertising campaigns will hosted at specific events which relate to the disability market, such as the Cambridge Disability Sport and Arts festival. By doing this it will allow the promotion of the developing product to be recognised and compulsoryly authoritative by the disabled. This will allow potential consumers to try out the mobile phone and leave feedback regarding their thoughts and opinions.The Paralympics 2012 is taking place in London, an excellent occasion which can be related to individuals with special needs. It is a global event which promotes diversity of all sorts within the sponsoring organisations and sport activities which can be related to the promotion of the brands developing product and encourage consumers to try it out to see if it can suit their needs. Combined, by implementing such advertising campaigns during the Paralympics and obtaining a respected and relatable fame sponsor can help achieve the completion of the increasing awareness objective. Additionally, after appropriate research, selling the phone at a competitive price will create demand and furthermore help achieve the 7 million revenue objective.To achieve the reduced in production costs objective, softwood production will need to take place, which will effectively lower production costs, or even investing in a modernistic technology to produce more units at a cheaper rate, over a period of time, may even reduce costs by 10%.TacticsExpanding further within the advertising campaigns aimed to help achieve the awareness and revenue objectives, this will include visual posters on noticeable areas of everyday life such as telephone b oxes, buses, taxis and even billboards. To carry out ethical diversity promotions, the advertisements will also be located within care centres for the visually impaired, as well as any social and youth clubs to increase awareness. Radio adverts will also take place as it is fair to assume that a gigantic diversity range of people listen to the radio, allowing the promotion of thedeveloping product to all audiences.Any user feedback from testing the developing product will be noted down and kept for future improvement, allowing management to raise questions on how to improve the brand and image it represents to consumers. By doing so will potentially improve the awareness of the disability market as well as increasing the possibility of generating revenue due to the improvement of the product to suit the special needs. ade Adepitan, a wheelchair basketball sportsman and TV presenter can be a suitable celebrity endorsement to help promote the product as he is someone the key segment can truly relate to will help achieve awareness and furthermore create a positive brand reputation which will create demand and therefore revenue and profits.Issuing the mobile phone with a competitive price of 60 is suitably competitive and will create demand helping to achieve the 7 million revenue objective if 116,666 units are sold within the 2 year time scale. Promoting this product in the UK only can help assess if the product is largely successful to its key segment, and after the 2 year objective is attained, further action can take place to help make the product go global. Lower production costs will occur if an appropriate manufacturer is found who follows all ethical procedures the brand wants to promote, in addition to supplying the company with great production unit price rates so that the most possible revenue and profits can be generated.Furthermore, a green policy, known as a policy to help lead greener lives, can promote the brand to be extremely sufficient with its production, enticing customers and portraying the brand image to be ethical and fair. Nevertheless green policies are very expensive, which would mean that either a generous sponsor would have to be applied for, or even a loan would have to take place to implement such activities.ActionFirstly, finance will have the overall responsibility of distributing budgets to all departments so that the entire production and launch of the new brand is successful. Once all budgets have been issued the marketing department will be able to effectively form a plan on when the launch will take place and what is proposed to take place during the entire duration. Within the marketing department a market research team will be organised so aninvestigation of production methods and price rates of manufacturers is performed, as well as making sure all ethical procedures the brand would like to follow are implemented. Relevant findings will be informed to the finance department to see if there are enough budgets to apply any new changes.All tasks taking place for the launch will be managed by a team leader essential for the success of team member intercourse and task success. This will then be approved by a main, overall manager of the entire launch, so all task deadlines are met and workloads are of a high standard to boost the quality of the promotion. A time management tool named a Gantt chart will be implemented so all tasks are clearly shown, along with their time deadlines to help guide leaders and encourage team members to strive to complete a task to benefit the brands launch. This will be combined with a critical path analysis, where all shortest possible times in which tasks can be realized are shown to avoid delaying the entire launch. Example Critical Path Analysis, Source http//tutor2u.netExample Gantt chart,Source www.ganttchart.com/ControlTwo things will effectively measure the ontogeny of awareness and gather an accurate estimate. Firstly the sales records will be analysed. A growth in sales indicates the rise of awareness and any initial sales from year one indicate consumers knowledge of the product. A questionnaire will also be released to specific geographical locations and the results will give an reading as to how many people and how far spread the awareness of the branch has reached. An appropriate measure to identify whether or not the production costs have been reduced would be to look at energy bills to see if the change in production equipment or manufacturers has been an effective adjustment.To determine whether or not revenue will reach 7 million pounds can be monitored by customer loyalty and re-purchasing. A high customer re-purchase rate is a soaked indicator that the brand is respected and trusted with their products and service.ReferencesAction for Blind People, (2011), Facts and figures about issues around sight loss, online available at http//www.actionforblindpeople.org.uk/about-us/media-centre/facts-and-figures-about -issues-around-sight-loss/ accessed 05/05/2012Chee, H. and Harris, R., (1998), Global marketing strategy, London monetary Times Pitman Publishing. Frazier, G. L. and Summer, J. O., (2011), Contemporary Views on Marketing Practice, e-book Marketing Classics Press. Available at Google Books http//books.google.co.uk/books?id=eqn23RV52hEC&pg=PA217&dq=push+pull+strategy+definition&hl=en&sa=X&ei=IHeqT7y9DIqw0QWDgOXlAw&ved=0CDYQ6AEwAAv=onepage&q=push%20pull%20strategy%20definition&f=false accessed 24/04/2012 Freitag, N., (2005), Critical The Impact of Culture on International Marketing Plans and Review of the French Wine Industry, Munich grinning Publishing, 1(1), p.15.GanttCharts, (2012), image online available at accessed 04/05/2012Tutor2u, (2012), image online available at accessed 01/05/2012BibliographyDoro, (2011), online available at http//www.doro.co.uk/products/Specialneeds/ accessed 25/04/2012 Matobmobile, (2010), online available at http//matobmobile.co.uk/index.php?id=elderl y_mobile_phones accessed 25/04/2012 Scribd, (2012), Pest Analysis, online available at http//www.scribd.com/doc/58834389/Pest-Analysis-Nokia accessed 21/04/2012