Marketing and technology today is the new trend and
tool of every organization in getting the correct and appropriate data for
analysis in the most current sample as possible. As product defined as something that buyers
can acquire in exchange to satisfy a need or a want. The challenge of business organization today
is the marketing communication between the right consumer and the organization
as a whole. Communication in business
specifically marketing communication will always vary according to the ability
of the company to decipher the market need and want. To relate in a simple way,
a commodity today for a consumer may not a commodity tomorrow. When the consumer starts to stop buying their
needs in a given organization somewhere along the communication line is not
functioning well.
Though I am relating the marketing communication in a laymen
way delivery all the fundamentals are according to the theories of Ferrell
& Hartline. Speaking about product
and services offered to customers common unforced error that organization and
SME organization failed to address is the right definition of the goods and
services given. When the product of the
organization are goods most of the time the product is more in a physical
presentation. Physical presentation of products will totally change and the
whole marketing ball game. Unlike service, when the organization is rendering
service product like airline and hotel, business marketing communication will
change differently and the marketing ball game will change on how the marketing
SBU operators will approach the customer.
A known example of the text written by Ferrell & Hartline site a
mini case example of the Piano company Steinway.
The company is well known not only of its sound and music
performance but also the quality and above all the image of the product. Though the product Steinway is a little
expensive compared to other piano brands, Steinway enjoy and possess the market
trust and loyalty in terms of the product satisfaction. Many rivals of Steinway from Japanese
companies are also eager to connect to the global market but rather Steinway
penetrated the market in Asia specifically China and Japan. Many new market
behavior at present are not in the behavioral study of marketing communication
in general. For example people today will not buy pest control products or
pesticides but rather consumers of today prefer to buy bug-free environment
related products. Due to the evolution of the ecosystem and the global
environment as a whole market behavior related to marketing communication are
also affecting the rapid change of business marketing strategy. Lexus car on the other hand is made to
attract the upper class segment of the market which the company mainly offering
the luxury, status, comfort, and social appeal. As Lexus continues to get the
market segments of other upper class car companies like BMW and Benz, Lexus
continues to socially interact with the consumer bring the message of luxury,
status, comfort, and social appeal. Relatively, companies today seldom sell
only one product.
Usually as the company ventures in expanding the organization Product Portfolio
will always occur as a means of the business to increase in operation in terms
of production and marketing concepts of product mix theory. Thus, global conglomerates like the Procter
and Gamble and Unilever always see to it that they can manage their complex
product portfolio that sometimes the huge umbrella of marketing scope of Unilever
resort to “Cannibalization” type of marketing strategy that in the marketing umbrella
of operations in the conglomerate type of management two brands with identical product
will occur.
What do you think would be the relative marketing theoretical
relationship between two brands under one company that the operation of the SBU
respective members are in the dilemma of marketing Cannibalization? Do you
think the tech production knowledge between the two conflicting brands are compromised
given that the management as a whole must give equal treatment in terms of
financial and political privileges? In the
case of Unilever, Sunsilk and Clear are in the same conglomerate Unilever. With the respective operations of the two
major shampoo products of Unilever internal management and operation are always
subject to an internal conflict of business politics and negotiations. Thus, most conglomerates are resorting to a
more decentralized form of marketing operation that Unilever for example will
allow each Shampoo company to operate in terms of product technology and
marketing operations along the supply chain.
Values and adherence to the overall conglomerate mission,
vision, and objectives are sometimes distorted because of the inner
cannibalization kind of competition. Consequently,
Conglomerates like Unilever are rich with social market data that each of the
companies like Clear and Sunsilk can utilize research data information for marketing
strategy and academic planning. Accordingly, Unilever toothpaste product are so
kin in addressing the cultural aspect of the given demographic. Close up Philippines for example launches its
unique advertisement to adhere the local market of the Philippine demographic
during the 80’s and the 90’s. The given theory
of glocal is always present in the marketing operation in these conglomerates
since before neo theories of localization and decentralized form of market
operation is revolutionized.
Thus, in the subject of Market Strategy & Planning
the role of SBU with its relative marketing activity in the core market
research analysis using the recent theories of Kotler, Philip & Keller Kevin
in terms of the Potential Brand Attributes.
The theory created by the two professors covers the many recent and up
coming scenarios in terms of the BRAND attributes in general. In the theory there are four major segments
that a marketing analyst must consider. Things, People, Other Brands, Places are
the core aspect of potentials that a market analyst must consider. In the case of Close Up Unilever toothpaste, the
company focus more on the People and Places respecting the core aspect of the
cultural values and norms in the given demographic. Such that, thorough data gathering and
analysis must always be applied in strategy and planning in marketing
respecting the right timing of marketing plan execution and implementation.
"Mahirap Mag Mahal Pag Hindi Naka Close Up" Touching the hearts of the Filipinos (Close Up Ad Philippines)
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