Marketing Communication and Branding Essay

IntroductionAfter c arful foodstuff research of well-nigh of the different ear think commercializes in todays patience the market that was the most interest to the writer was the disability phone market. Of every the spry phones researched, none were found to have Braille involved only intercommunicate activated commands designed to send text messages as well as c each(prenominal)ing. The idea the writer proposes is a phone for the visu solelyy impaired which has a sole purpose for calling passel. The keys allow for be fitted with Braille so that the individuals atomic number 18 able to in effect feel what number they are pressing.SOSTAC item AnalysisUpon research it was found the size of the disability phone market is small in comparison to others, such as android where in that location are thousands of inciters easy. Around 360,000 people are registered blind or partly sighted in the UK (Action for Blind People, 2011), showing that, with the supposal that every one needs a mobile phone in todays society, the key fragments that this print get out relate to are the 360,000 potential drop customers deep down the visual disablement mobile phone market. The key competing stains include Doro, an established competitor who come out a range of mobile phones for the disable. They supply too m both online retailers, ranging from hold mobile phone to home landlines. Alternatively, Amplicom is another competitor who develops mobiles with large buttons, aimed at the visually impaired market. These competitors get out be the toughest to compete with callable to their look and current market share a large investment and specie go forth be entreatd to fill sure that the proposed commemorate scum bagful gain a decent amount of market share.Porters five forces is an appropriate model which can be related to bruise such competition, due to its ability to evaluate entry barriers, suppliers, customers, substitute intersection points and industry rivalry (Freitag, 2005). Furthermore Porters five forces can dress what the current market is for the brand, as well as the outlining all exist competitors positions in relation to the ontogeny product. Moreoer, it can alike show how a firms s ascertainholders can influence the family with the use of bargaining power (Chee and Harris, 1998). This information would be vital to see prior to the fix of the brand to reduce the chance of product failure. The macro-environmental factors will be run throughed to the brand through PEST analysis governmental, Economical, Situational and Technological. Political factors which relate befittingly to the disability mobile phone market include the strict laws on the disposal of end product materials such as batteries and both forms of radioactive waste, as well as any compulsory wellness and safety procedures during the production and contribution of the developing products.Breaking these rules could result in heavy pena lties including fines and even the termination of the company in severe cases. desirable economic factors include the assessment of the current poor financial climate. This leads to the assumption that it is currently not attractive to view investments as money is generally tight for most, reducing the overall customer base for the developing product. lesson solutions for this could include enticing consumers with bargain phone termss or even trim fixed monthly contract payments which will include a capable amount of minutes for the target segment. Furthermore by offering all deals at lower end charges will correspondably fit the market, as there can be a general assumption that those who are visually impaired may also fit well in spite of appearance the retirement market, a segment that generally has less money spare.Regarding favorable factors the main issue considered is ethics relating to how products are developed and distributed, in step-up to advertising technique s used to service of process promote the brand. Equal opportunities and fair work conditions should be issued to all employees involved in the development and promotion of the brand so that the product can represent mixed bag relating appropriately to the modify 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 germane(predicate) and important to consider at heart mobile phone industries.Due to the constant development of technology within the actual mobile phones, it is an competitive industry to be involved in. in m 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 incite their peculiar(a) needs when contacting someone. Simple, up-to-date software is required so that all re levant features are implemented, in addition to having an appropriately sized screen with luxuriously contrast settings so that the visually impaired are able to watch clearer. Large number buttons are immanent so the Braille fits straightforward and the user is able to expose what number they want to press with ease.Objectives here(predicate) are one-third purposes that are going to be set for the raw developing brand * Increase sensation of the service in disabled people by 50% within 6 months * In three years time production be should be reduced by 10% * In the next two years revenue should be approximately 7 million These objectives act as sufficient targets and in turn will motivate staff and drive productively due to the time scaled that these objectives must be reach outd. The chosen objectives all appropriately relate to the current disability phone market and the particula sharpend areas that could be improved, such as increasing the awareness of service for people with finicky needs. This could therefore encourage other companies to develop other causeable casual products to suit their needs also, which could furthermore promote the idea of developing a whole new organisation specially aimed at designing products to assistance people with special needs.StrategyThe push/pull system involves creating expect from two aspects push strategy involves the entreat being constituted 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, unlike the niche, disabled market.Another usefulness of this is that because the developing brand is unheard of an unproven preventing investment company piling of products if they are not sold, saving money. Although, a pull strategy will require a large investment 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 aid the accomplishment of said targets with the use of an advertising c adenosine monophosphateaign, creating the demand that will create supply to the blind market.To engage the consumers, advertising campaigns will hosted at limited events which relate to the disability market, such as the Cambridge Disability Sport and liberal arts festival. By doing this it will allow the promotion of the developing product to be recognised and positively received 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 taki ng place in capital of the United Kingdom, 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 keep goinging organisations and pleasure 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 celebrity sponsor can help achieve the completion of the increasing awareness objective. Additionally, aft(prenominal) 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, mass production will need to take place, which will effectively lower production costs, or even investing in a new technology to produce more units at a cheaper rate, over a p eriod 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 obtrusive areas of everyday life such as telephone boxes, buses, taxis and even billboards. To incorporate out honourable diversity promotions, the advertisements will also be find 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 wide diversity range of people listen to the radio, allowing the promotion of the developing 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 possib ility of generating revenue due to the improvement of the product to suit the special needs. Ade Adepitan, a wheelchair basketball sportsman and TV conferrer 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 happen if an appropriate manufacturer is found who follows all ethical procedures the brand wants to promote, in additio n to supplying the company with great production unit price evaluate 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 each 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 accountability of distributing budgets to all departments so that the good production and effectuate 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. inwardly the marketing department a market research team will be organis ed 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 complete 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 communication and task success. This will whence 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 barb named a Gantt chart will be implemented so all tasks are clearly shown, along with their time deadlines to help guide leading and encourage team members to strive to complete a task to value the brands launch. This will be combined with a searing path analysis, where all shortest possible times in which tasks can be completed are shown to avoid delaying the entire launch. Example Critical data track Analysis, Source http//tutor2u.netExample Gantt chart,Source www.ganttchart.com/ControlTwo things will effectively measure the growth of awareness and gather an accurate estimate. Firstly the sales records will be analysed. A growth in sales signalises 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 indication 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 i s a inviolable indicator that the brand is respected and trusted with their products and service.ReferencesAction for Blind People, (2011), Facts and figures nearly 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 Financial Times Pitman Publishing. Frazier, G. L. and Summer, J. O., (2011), Contemporary Views on trade Practice, e-book merchandising 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= ill-considered accessed 24/04/2012 Freitag, N., (2005), Critical The Impact of Culture on International Marketing Plans and Review of the French Wine Industry, Munich Grin Publishing, 1(1), p.1 5.GanttCharts, (2012), image online available at <http//www.ganttchart.com/gantt-chart-example.png> accessed 04/05/2012Tutor2u, (2012), image online available at <http//t2.gstatic.com/images?q=tbnANd9GcRKft-Y9gw7P3sIBXtcdKf4ot5R7Jqo_Pn-cUzg_bXwuovgXq1can7WpViQ0Q> 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=elderly_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