Company Advertising and Supply Chain Management … Research Paper
Pages: 5 (1562 words) | Style: n/a | Sources: 5
XYZ Company manufactures vaporizers and e-liquids for retail distribution. Currently it uses traditional channels of distribution but to get the company's products into the hands of consumers, who are not likely to visit specialty shops or purchase off the shelf at 7-11's or Walmart, it is necessary to market the product as something that the average consumer might enjoy. Doing so can be helped by promoting the product as something that is healthy. In health-conscious America, a product that can help the user to quit the deadly habit of smoking tobacco products would enjoy more receptivity than a product that is marketed as a gateway to smoking drugs. It is all about perception and XYZ has to change the perception about vaporizers by marketing them as the best way to help people quit smoking cigarettes.
Philip Kotler asserts that "marketing is very American" and Americans like to hear that what they are doing is native to their experience (Chicago Humanities Festival, 2012). Thus, the marketing campaign of XYZ Company should play up the "American-made" label attached to its products to show that its items are literally home-made for and by Americans. The resurgent trend of America First in the political campaigning of Trump points to a popular sentiment: people want to make America what it once was; thus, XYZ should not only embrace the idea that marketing is American, it should also embrace the idea that Americans want have the option to buy products that are made in America.
So in this sense, the marketing campaign should take a traditional route in terms of presenting a concept. When it comes to actually marketing the product, however, it should embrace non-traditional methods, such as social media, which offers direct access to consumers and allows the company to build and foster direct relationships with clients and customers by building a fan base, loyal followers and brand loyalty -- all of which are good for business (Singh, 2013); and it should also embrace non-traditional channels of distribution, such as kiosks in malls (which are low cost and capture a high volume of foot traffic) and online distribution centers and websites.
Outdoor advertising should also be used in this new marketing strategy and this should include digitalization. Digital billboards and devices are receiving a "growing ubiquity" which allows for outdoor advertising campaigns to claim the increasingly fractured audience of yesterday's traditional advertising world. Audiences are more urban than ever and more active outside the home. One aspect of the added value of digitalization and interaction is that connectivity with this audience "comes at a low cost per contact" (JCDecaux 2011, p. 8).
Likewise, participatory media, such as Facebook, which is now focusing on mobile device usage for advertising revenue, is one of the biggest developments "in the online world" (KPMG 2007, p. 4). Such media play a pivotal role in outdoor advertising campaigns, because they can be utilized and/or connected to by offering links or smartphone QR codes which audiences can "grab" for more information on specific products. Web-based platforms allow outdoor advertising campaigns to catch audiences wherever they go and direct them through such QR codes to interactive digitalized platforms where greater stores of information can be transferred and online relationships (through the usage of cookies) fostered.
The usage of new media in outdoor advertising campaigns allows advertisers to become "data-rich," which in turn helps them to "accurately measure direct consumer response to advertising, to customize advertising for narrow market segments, and to individualize targeted communication" (Spurgeon 2005). Capturing as many fragments of tomorrow's audience is the name of the game, and digitalized and interactive platforms are keys to attaining that goal. Moreover, tomorrow's audience is made up of tech-savvy consumers more on-the-go and more urban than ever before. Making content digital, mobile, and individual and interactive is essential in capturing that market, which is virtually waiting to be directed and brought together.
Market segmentation consists of traditional tobacco smokers who want to quit and see the potential of vaporizers, which use e-liquid (made of water, flavorings and nicotine) to allow the traditional smoker to have the experience of smoking without any of the negative consequences (they are not smoking tobacco but rather vaporizing water flavorings). Another consumer segment consists of young adults who see the trend of vaping growing and want to participate in that trend. A third segment consists of the recreational marijuana culture, which uses vaporizers, and a fourth segment consists of individuals who simply enjoy vaping because it leaves behind none of the odors of traditional cigarettes and currently there are no laws banning vaporizers in the same way that cigarettes are banned from indoor areas.
Supply chain management should consist of a policy of constant vigilance and oversight maintained by a 0-100 reward system, which is most effective at lower or beginning levels where maximum resistance can occur. This is a good policy to implement in order to maintain coherence and consistency. Obstacles to effective supply-chain management stem from careless organization, lack of oversight, and lack of reward structure (a 50-50 reward structure is not recommended as this can give a false sense of progress when little is actually being made). A policy of transparency and effective communication consisting of two-way flows in a top-down hierarchical model can support the overall framework of monitoring the supply-chain as well as off-shore contractors, which can be monitored in the same manner, so long as the model is implemented according to the same strategic objectives of oversight, review, and assessment.
Duties therefore should be separated so that each unit in the chain is responsible for a specific task; in this manner, a system of checks and balances can be achieved that will makes sure every project is proceeding as it should. With managers overseeing each unit and each unit responsible for a specific section of the project, better coherence and logistical development can be arranged with maximum oversight generated at each stop.
Likewise, the Balanced Scorecard strategy tool (or BSC) allows managers to monitor and evaluate their staff and how their actions produce effects. A BSC includes a focused approach to organization's clearly defined goal-oriented strategy, a tight, narrow range of data to be monitored, and a blend of both financial and non-financial data. This allows the manager to utilized a closed-loop control mechanism with which to better and more accurately identify the effectiveness of his or her staff. What is important is that the measures used within the BSC be chosen well so that the information provided is worthwhile and valuable.
Marketing research tools that should be utilized are studies performed on the sector that are available for purchase, analysis from companies like Wells Fargo which has calculated trends in the sector and provided projections, and studies on the effect of new media on marketing. Also social media and the Internet can be powerful research tools that the company can utilize to assess market trends, targets, and potential growth sectors.
Technological understanding is one way to "go deep" and circumvent the cultural obstacles that might otherwise get in the way. Indeed, the rise of social media in the 21st century has impacted everything from the way we educate to the way we interact. Our perceptions of reality are informed to some extent by what is seen and heard on social networking sites such as Facebook, and the way in which individuals are conditioned accordingly can be measured merely by observing one's nearest social group. The evolution of Facebook and social media technology and influence over the past decade has certainly helped shape economic, social, and political history.
Thus the overall new marketing strategy is to use social media, outdoor digital advertising, non-traditional venues and channels of distribution and traditional concepts of American-Made products for consumption. Likewise organized operations management should consist of a tight flow of channeled distribution that uses social media to help popularize places where purchases can be made and products (Vidyokid, 2011). Facebook is after all the biggest social networking site on the Internet (which means in the world) and has allowed information to spread more quickly than ever before imaginable on the planet. Facebook has reshaped the way organizations operate, the way universities teach, the way entertainment is viewed, and the way people communicate. The reality is that branding depends upon cultivating, i.e., developing a consumer culture. Doing this would be the most effective strategy going forward for XYZ Company: keeping brand awareness constantly before the eyes of the consumer public and focusing on the positive impact the product can have on their lives is how to renew the vigor in this ad campaign.
Chicago Humanities Festival. (2012). Philip Kotler: Marketing [Video File]. Retrieved
JCDecaux. (2011) 2011 Annual Report. [Online]. Available from:
http://www.jcdecaux.com / [Accessed: 29 Nov 2014].
KPMG. (2007) The Impact of Digitalization -- a generation apart. [Online]. Available
from: https://www.kpmg.com/U.S./en/IssuesAndInsights/ArticlesPublications/Documents/impact-of-digitization.pdf [Accessed: 29 Nov 2014].
Singh, B. (2013). Social media marketing -- How it affects your business [Video File].
Retrieved from https://www.youtube.com/watch?v=yDA864UskXc… [END OF PREVIEW]
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