BMW’s tagline:
The ultimate driving machine
Strengths
In
terms of reaching the target market, the tagline fits properly to that market
because such people would love the assurance the tagline gives to them. In
relation to this fact, the tagline is an efficient marketing strategy for BMW
Company because it promotes the company’s products the way the target market
loves it.
On
the other hand, by simply reading the tagline, customers understand that they
will get ultimate driving experiences when they purchase BMW vehicles. Once
again, in terms of reaching the target market, BMW Company enhances its
marketing strategy by assuring the target market that its products give them value
for their money. From a marketing viewpoint, this tagline promotes the benefits
and the features of the company’s products, in addition, by so doing, it
simplifies the process of marketing BMW’s products. Therefore, the tagline is
an instrumental and an efficient marketing tool for the company.
The
tagline demonstrates that the company’s products enrich the customers’ ways of
life. According to Evans and Hastings, this tagline helps BMW company to
position its brand by helping the customers understand the value they receive
from the company’s products (Evans and Hastings 33). From a marketing
viewpoint, this is a strong method of promoting the products of the company.
Accordingly, the tagline differentiates the company’s products from those of
its competitors by simply indicating that customers end up with ultimate
experiences once they purchase the company’s products.
The
tagline strongly links with the memory of consumers that love cars (Hoyer and
MacInnis 181). In relation to this fact, the target market can memorize the
tagline easily and identify with it. Above all, the tagline promises the
customers that the company delivers according to the promise it makes to its
customers. For this reason, the customers can believe that they will get value
for their money by simply purchasing the company’s products. Based on this
understanding, the tagline in question is an efficient marketing tool for BMW
Company.
Suggestions
From
a marketing viewpoint, the company should improve the tagline by changing it to
“Your ultimate driving machine.” This new tagline would make the person reading
the tagline to feel like the driving force belongs to him/her, and by so doing,
it would improve the way the company markets its products to the target market.
Example 3:
product or service
Coca cola (soda
not the company)
Strength
In
terms of the target market, Coca cola targets a certain group of people that
consumes the coke. Accordingly, this soda contains coke that other soda products
from the company do not contain. By so doing, a certain group of people prefer
consuming coca cola rather than consuming any other soda from Coca Cola
Company.
In
terms of distribution, Coca Cola Company has outlets in different parts of the
world. As we speak right now, the company has manufacturing facilities in over
two hundred countries and in these countries; the company has well established
distribution channels. The said distribution channels ensure that coca cola
reaches the target market in good time and in good condition. This enhances the
marketing of coca cola soda by ensuring that the target market gets this soda
whenever in need of it (Counihan 126).
In
comparison to other soda products in the market, Coca Cola Company offers coca
cola at relatively favorable prices. This is in relation to the fact the
company sets the prices of its products at the same level as that of its
competitors. As a result, the company is able to market coca cola efficiently
without encountering unnecessary competition from competitors. Apart from
effective pricing strategy, the company also offers its coca cola soda at
different units ranging from 300ml to 2 liters. This practice also enhances the
pricing strategy of coca cola because each unit sells at a different price.
With regard to this practice, the marketing of coca cola is efficient because
consumers purchase the unit they can afford and require.
With
regard to promotion, the company promotes coca cola more than it promotes other
soda products. In particular, the company prefers promoting coca cola at an
international level. Accordingly, the company sponsors big events such as the world
football only to promote itself and coca cola soda in particular. This is
evident from what we watch during these events. This practice serves as an
efficient marketing tool for coca cola.
Finally,
the product has been designed in such a way that it quenches thirsty. From a
marketing viewpoint, a product should accomplish what it is intended to accomplish.
If a product accomplishes its intended purpose, then it is easy to market that
product. On the contrary, if a product does not accomplish its intended
purpose, then it is usually impossible to market that product. For coca cola,
the product accomplishes its intended purpose by quenching thirst and making
consumers feel refreshed whenever they drink it.
Suggestions
The
company should consider improving the quality of the product by evaluating and
eliminating some of the health effects of the product. Right now, coca cola
faces challenges penetrating some markets such as the US market because of the
claims that it increases the rate of obesity in the country (Counihan 126). Accordingly,
although the product does well in some markets, it does not do well in other
markets. In order to counter this problem, then Coca Cola Company should
consider reducing the sugary content of coca cola. This would enhance the
marketing of coca cola in the markets the product faces challenges. If the
company would do this, then marketing coca cola would be simpler than it is
today. It would also enhance the brand name of the company.
Example 4:
Pricing Strategy or Tactic
Product line
pricing strategy
Strengths
As
a marketing strategy, this pricing method enables organizations and marketers to
consider a number of factors when setting the prices of their products. First,
organizations and marketers are able to consider the features of their
products. Second, organizations as well as marketers are able to consider the
profitability of their products. By considering all these factors together with
other factors, then organizations and marketers are able to set competitive
prices for their products. In addition, the strategy gives marketers various
methods to choose from rather than restricting them to one method. For example,
with the help of this pricing strategy, marketers have the option of either
using price lining, premium pricing or even captive pricing (Pride and Ferrell
591). These pricing strategies enhance marketing. For these two reasons,
product line pricing strategy is an efficient marketing tool because it
enhances sales.
In
terms of pricing, this pricing strategy is an efficient marketing tool because
it gives products their respective prices based on their features. This means
that when marketing products that have different prices particularly because of
their features, then marketers may not encounter problems marketing these
products to customers that are sensitive to price differences. Indeed, with
this marketing strategy, it might be easier for a marketer to explain to a
customer why a certain cell phone costs less than another cell phone based on
the features of the two cell phones (Kalb and Press 47). In this respect,
product line pricing is an efficient marketing tool because customers
understand easily why certain products cost more than other products. For this
reason, this pricing strategy is efficient as a marketing tool.
In
terms of promoting the products, this pricing strategy enables marketers to
enhance their sales by evaluating the relationships between their products and
those of their competitors. After doing this, marketers are able to set the
prices of their products in an efficient manner that catches the attention of
their target market.
Suggestions
For
this pricing strategy to be effective in marketing, marketers should include
significant price gaps between the products they promote using this strategy. Otherwise,
if there are no significant gaps in prices, potential customers would not be
influenced to buy highly priced products because they would not perceive any
difference in quality between the highly priced products and those sold at low
prices. For this reason, marketers should utilize this marketing tool
cautiously for it to be effective. Otherwise, this marketing strategy might not
be effective in marketing.
Once
again, the marketers or organizations that utilize this pricing strategy should
be careful as they implement it because sometimes the strategy is considered
illegal and unethical in terms of distributing the products. This is in
relation to the fact that at times organizations do not distribute or
manufacture their products efficiently as they promote them. Accordingly,
customers struggle to find these products to an extent that they are forced to
purchase the higher-priced products that organizations utilizing this marketing
strategy manufacture. Although this might be an efficient marketing strategy,
it might work against the organization that utilizes it in the sense that it
can backfire when customers realize that they are being duped into purchasing
the higher-priced products (Pride and Ferrell 591). My suggestion on this issue
is that organizations should utilize this marketing strategy cautiously to
avoid the negative effects it might have on them.
Example 5:
website
Name: Zappos.com (http://www.zappos.com/)
Strengths
The
website uses powerful words such as new arrivals to entice customers to look
for the products being promoted. As a normal practice, customers cannot avoid
clicking on the link to look for such products. For this reason, the strategy
is an effective marketing tool for the website.
On
the other hand, as an efficient marketing tool, the website guarantees fast and
free shipping to customers that shop from the website. More often than not,
customers want to hear this whenever they shop online because they want to know
whether they will incur extra cost for shopping online. Mostly, if they
understand that they will not incur extra cost as the website promises them,
then they are likely to shop online. For this reason, this is an efficient
marketing tool.
The
website categorizes clothing according to gender and age. In addition, the
website categorizes accessories in terms of gender and age. By so doing, the
website simplifies the shopping process by enabling the customers to find or
locate what they want from the website with ease.
The
website provides customers with chances to win free gifts whenever they shop.
In particular, the website under the tagline “enter for a chance to win a free pair of shoes” entices the
customers to become members to win free pairs of shoes. As an efficient marketing
tool, the tagline lures customers to become members for the sake of winning the
free gifts in question.
The
website provides customers with chances to send gift cards to their loved ones
whenever they shop. To the customers, this is an added advantage if they shop from
the website. However, from the website owners, it is a marketing strategy aimed
at attracting customers and perhaps retaining them. As a result, this marketing
tool works both ways.
The
website provides a list of shopping recommendation to customers together with their
respective prices. For customers that are either in hurry to find what they
want or do not understand where to start, this is a good starting point for
them. From a sales viewpoint, it is an effective method of marketing because it
directs customers to where website owners want the customers to be.
Under
the title “what our customers are saying”
the website provides customers with products’ reviews. This marketing strategy
gives the customers an overview of the products and what they are likely to experience
once they shop from the website. From a brand positioning viewpoint, the
strategy helps potential customers understand the benefits they might enjoy for
shopping the products in question from the website (Evans and Hastings 33).
Through
a live chat known as live help, the website facilitates effective communication
with customers. As a result, customers that have questions or do not understand
what they should do, they can use this facility to enhance their shopping
experiences.
Under
the title “get $25 back after your first
purchase”, the website promises potential customers that they will get a
discount of $25 for the first time they purchase products from the website.
From a marketing viewpoint, this entices customers to do shopping from the website
to enjoy the said discount. For me, this is an effective method of attracting
customers.
Apart
from providing customers with chances to win free gifts and discounts, the
website under the tagline “on-the-go
gifting” also encourages potential customers to look for gifts from Zappos
mobile. Once again, this strategy entices potential customers to shop from the
website in question rather than shopping from other websites. Furthermore, to
ensure that potential customers click on the link, the website puts a tagline
that reads “find out more.” This tagline deliberately entices potential
customers to click on the link.
Suggestions
The
website should combine some links that serve the same purposes. For example,
the website should combine “enter for a
chance to win a free pair of shoes” with “get $25 back after your first purchase.” Because they both serve
the same purposes. This would reduce the content on the website thereby
decongest the website.
Example 6: Social Media
Facebook
Strength
In
terms of reaching the people, facebook has many fans. As at last year, the
number of fans was over one billion. This means that if you are to promote your
products using this platform, then you are likely to reach many people. From a
marketing viewpoint, this is an added advantage because one does not struggle
to reach the target market. In short, facebook is an efficient marketing
tool.
Other
than having many fans, the platform has billion active users (Farooq and Jan
627). These active users are potential customers for any company that markets
its products using facebook. In terms of marketing, this simplifies the process
of marketing because one can reach many potential customers at ago.
Furthermore, as an efficient marketing tool, facebook enables organizations to
create groups that form strong marketing bases. By so doing, facebook enhances
marketing. Accordingly, facebook is an efficient marketing tool.
In
terms of distribution, facebook is one of the highly distributed marketing tools
in the sense that the tool is everywhere there is internet. This means that one
can access the tool so long as he/she can connect to the internet whether in
public places such as in cyber cafes or in private rooms. With regard to this
understanding, all internet users whether they own computers or they do not own
them, they can access facebook because it is widely distributed. Based on this
fact, facebook is one of efficient marketing tools in the market today.
Accordingly, if utilized effectively, it can enhance marketing.
Suggestions
Although
facebook is an efficient marketing tool, it does not target a specific group of
internet users. On the contrary, it targets all internet users hoping that it
can attract all of them. From a marketing viewpoint, this is not a good
strategy because it is impossible for a product or service to attract all
groups of people. In relation to this fact, facebook should target a specific
group of internet users rather than targeting all groups of internet users.
This would enhance the efficiency of facebook in marketing because the tool
would capitalize on the target group rather than aiming helplessly at all
internet users.
Other
than failing to target a specific group of people, the company, or individuals
that own facebook does not promote this platform as an efficient marketing
tool. As a result, very few people understand the critical role that facebook
plays in marketing. In relation to this fact, the company or the individuals
that own facebook should promote this platform as an efficient marketing tool.
If this happens, then majority of the people would understand the efficiency of
facebook as a marketing tool.
Facebook
should be designed in a manner that would enhance marketing rather than
enhancing communication only. In other words, rather than developing facebook
like a product that is solely designed to help people communicate with one
another, facebook should be enhanced as a marketing tool by including some
advertising features that solely promote products on sale. If facebook would
include such features, then marketing products using facebook would be simpler
than it is today. In terms of marketing, doing so would enhance the efficiency
of facebook in marketing. As a result, facebook would become an efficient
marketing tool.
Example 7: Advertisement
Television
advertisement
Strengths
As
a medium of communication, television gives advertisers opportunities to
communicate with their target audiences both at local and even at international
level. By so doing, television enables advertisers to reach many people. In
terms of marketing, the fact that television enables advertisers who in this
case are the marketers to reach many people, then television enhances
marketing. In particular, television enables marketer to reach their target
market easily if they understand the target market. Overall, this makes
marketing through television effective. For this reason, television is an
efficient marketing tool.
Apart
from reaching many people, television advertisements use visuals, audio and to
some extent actions to appeal to potential customers. The combination of these three
aspects enhances television advertisements because the target market does not
only see what is happening, but it also hears and to some extent witnesses what
is happening through actions. This does not only ensure that the target market
gets the intended message, but it also ensures that the target market get a
glimpse of what is happening. As a result, television is an efficient marketing
tool.
In
terms of impact, television advertisements are influential. They are
influential in the sense that they slowly influence and persuade potential
customers to purchase the products they watch on television. Although this may
take time before potential customers make up their minds about the said
products, some of these people finally purchase the products in question
because of the influence that television advertisements have on them. Other
forms of advertisement may not do this because they do not repeat
advertisements like televisions do. Consequently, television tends to be an
effective marketing tool.
In
terms of the target market, television is an efficient marketing tool because it
gives advertisers chances to segment and organize their advertisements based on
the markets and audiences they aim to reach. More often than not, this happens
by giving advertisers the opportunities to choose when and where their
advertisements should be aired during the normal television programming.
Accordingly, an advertiser that aims to influence parents to purchase certain
commodities for their children, then that advertiser may choose his/her
advertisement to be aired in-between the cartoon programs. By so doing, the
advertiser in question may reach the children that may influence their parents to
purchase for them the advertised products. The same applies to other target
groups. In relation to this fact, television is an efficient marketing tool.
Suggestions
Due
to high cost that is involved in television advertisements, advertisers tend to
limit their advertisements. Although this practice minimizes cost, some
audiences do not get the intended messages. As a result, television tends to be
ineffective in some instances. To deal with this problem, I would suggest that
advertisers capitalize on making their advertisements simple and clear other
than making them look real and attractive. This would ensure that the target
market gets the intended message without losing some of them on the way.
In
terms of promotion, television advertisements are usually brief. This means
that some potential customers do not capture the message and in some instances,
some of these people just ignore television advertisements. In order to counter
this problem, marketers should consider utilizing other forms of advertisements
to supplement television advertisements. This would ensure that the target
market gets the intended message.
Works cited
Counihan,
Carole. Food in the USA: a reader. New York: Routledge, 2013.
Print.
Evans, Douglas,
and Gerard Hastings. Public Health Branding: Applying Marketing for
Social Change. Oxford: Oxford University Press, 2008. Print.
Farooq, Faraz,
and Jan Zohaib. The Impact of Social Networking to Influence Marketing through
Product Reviews. International Journal of
Information and Communication Technology Research, 2.8, 627-637, 2012.
Print.
Hoyer, Wayne,
and Deborah McInnis. Consumer Behavior. Mason, OH: South-Western,
2008. Print.
Kalb, Ira, and
Press A. E-marketing: what went wrong and
how to do it right. New York: K&A Press. 2002.
Pride, William,
and Ferrell. Marketing. Australia: South Western Cengage Learning,
2010. Print.
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