Marketing Blog

What’s Brand Positioning?    Positioning is the way customers perceive your product. There are 3 variables that effect your positioning: price, quality and benefits. Before you start your business it is very important to understand how these variables can effect your business in the long-term. You need to research and be aware of what your competitors are offering in your industry. According to numerous studies, the more competitors in an industry, the harder it is gain market share. However, you need to find market gaps. By understanding the price, quality and benefits, thus the values a customer has, then you may be able to find to find niche products to provide.   Think about it. Most people attribute a lower price with lower quality, but the value for that market is the cost.   There are 7 bases you can position yourself in the market: By product attributes: Hyundai Excel ( low price)     By benefits offered: Colgate toothpaste (cavity c...

What’s Re-branding? Re-branding is changing the name of your brand name from one name to another. Once your brand name is set to market, all your marketing effort, that being your promotional tools are set to have your customers familiarise yourself with the new brand in that industry. Pros to Re-branding Re-branding to fit society, for example customers have become more health conscience. McDonald's is working on re-branding their image by introducing healthier options.  Changing your brand to fit a new company identity. For example Apple changed its name from  Apple Computers  to  Apple Inc,  and got rid of the colourful Apple logo.  Cons of Re-branding Customer have developed an emotional attachment to your brand. For example Coke a Cola. In 1985, based on a focus group, Coke decides to change its name to New Coke. Any social scientist would know that a focus group does not have external validity,  thus would have seen the major...

I must congratulate the Iphone for being market leaders for quite some time; however they ma d e the ‘Nokia mistake’, and relied on customer loyalty. Samsung is currently beating the Iphone 5, and has reported making a 76% fourth-quarter profit rise in Smartphone sales (Lee, 2013, par 1).   I love mobile phones- this is no secret; if you know me well enough, then you know that I have upgraded my phone to the latest mobile since I was 13 years of age. The blackberry was the first mobile that allowed users  to check their e-mail on their  phone. This was completely new. However, with the increase research in technology, the Iphone was able to defeat Nokia’s loyal customers. For years, Nokia had been conducting market research on whether or not people would change their devise, and remained strong as market leaders. But, the Iphone and Samsung were able to break the long legacy Nokia had. Why? Well, I strongly believe there’s no such thing as ‘brand ...

In Marketing and Commerce one rule that is emphasised, is being able to appreciate the differences between cultures. The problem most Westerns experience is ethnocentrism. Ethnocentrism is judging another culture with your own values. The problem is society is a social construct, and these values, mores, norms and rules we grow up with are not necessarily the same in another country, especially countries that have religion and the legal system intertwined. One important rule I learnt at University, was to account for  culture.  For example, respect their legislation, find out customs that they have and be tolerant of differences, and try and empathise as much as possible. At the end of the day, it’s important to study and adapt to the cultural norms, in particularly if your aim is to form a business relationship. For instance is Muslim countries being late to a meeting is accepted because time is "in Allah's way", thus we do not control it. Whereas punctuali...

I have to admit, I spent a lot of my teen life on MSN Messenger- it completed me. I reconnected with old friends and was able to talk to them for hours- even though I had spent all day in school with them.The following link discusses how MSN will be turned off world wide- except for China. http://www.wantchinatimes.com/news-subclass-cnt.aspx?id=20121112000001&cid=1502 In all my life, I never thought this day would come, but I could never imagine not using MSN, and that day has come. What's your favourite memory of using MSN?

What’s E-mail Marketing?  E-mail marketing is creating commercial messages about your business and sending them to a group of people using their email (Netregistry, 2012). It can be sent to a cold list or current customer database. The current customer database is known as opt-in e-mail advertising. This allows customers to add their email to receive marketing information about that business. In Australia, according to the  Spam Act 2003,  companies are required to have an opt-out option, that being an unsubscribe bottom to their online marketing.  There are 2 types: Transactional E-mails:  relate to a customer’s action with a company. E.g. e-mail receipts.        Direct E-mails:  Sending e-mails to advertise and promote offers.        Advantages and Disadvantages of E-mail Marketing   Advantages Disadvantages   ROI can be tracked by companies Cheaper and faster. Customer more likel...

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