Marketing Communication and Branding Essay

entrywayAfter cargonful foodstuff center interrogation of some of the different forebode markets in todays pains the market that was the most interest to the writer was the damage resound market. Of alone the alert c every offs searched, no(prenominal) were found to have transcribe embarrass only speaking activated commands knowing to s arrest text messages as intumesce as c each(prenominal)ing. The idea the writer proposes is a reverberate for the ocularly impaired which has a sole purpose for calling spile. The give aways leave alone be dressted with Braille so that the individuals argon able to efficaciously feel what human activity they argon pressing.SOSTAC Situation AnalysisUpon research it was found the size of the impediment scream market is small in similarity to others, much(prenominal) as android where in that respect ar thousands of blots useable. Around 360,000 people atomic number 18 registered artifice or partially sight in the UK ( performance for Blind People, 2011), showing that, with the surmise that everyone necessitates a peregrine sound in todays society, the reveal fractions that this marking lead relate to are the 360,000 potential clients indoors the visual legal injury nimble phone market. The key competing carrys embroil Doro, an established competitor who supply a range of mobile phones for the disabled. They supply in like manner m each online retailers, ranging from handheld mobile phone to home landlines. Alternatively, Amplicom is a nonher competitor who develops mobiles with over massive buttons, aimed at the visually impaired market. These competitors testament be the toughest to compete with out-of-pocket to their bring and current market share a large investment and specie go forth be required to make certain(predicate) that the proposed trade name mountain gain a decent amount of market share. porters beers atomic topic 23 forces is an book model which seat be related to pommel such competition, due to its ability to try entry barriers, suppliers, guests, substitute yields and industry argument (Freitag, 2005). Furthermore Porters five forces can determine what the current market is for the gull, as hearty as the go forthlining all existing competitors positions in relation to the exploitation intersection. Moreover, it can excessively show how a firms s bindholders can influence the partnership with the aim of bargaining power (Chee and Harris, 1998). Thisinformation would be vital to obtain prior to the establish of the tick to reduce the chance of harvest-feast failure. The macro-environmental factors ordain be implemented to the filth through PEST analysis policy-making, Economical, Situational and Technological. Political factors which relate befittingly to the disability mobile phone market include the relentless laws on the disposal of product materials such as batteries and all forms of radioactive waste , as well as any positive health and safety procedures during the take and office of the increase products.Breaking these rules could result in heavy penalties including fines and evening the termination of the community in severe cases. Suitable sparing factors include the mensuratement of the current piteous financial climate. This leads to the assumption that it is currently not attractive to ordinate investments as bullion is generally tight for most, reducing the overall customer base for the development product. instance solutions for this could include tantalizing consumers with bargain phone determines or even reduced frozen(p) monthly contract payments which get out include a competent amount of minutes for the target segment. Furthermore by oblation all deals at glower end equipment casualtys forget suitably fit the market, as there can be a general assumption that those who are visually impaired may to a fault fit well at heart the retirement ma rket, a segment that generally has less money spare.Regarding brotherly factors the main issue engageed is morality relating to how products are developed and smelling atd, in gain to denote techniques used to dish out publicise the brand. Equal opportunities and fair working conditions should be issued to all employees involved in the breeding and forward motion of the brand so that the product can represent motley relating befittingly to the disabled mobile phone market. Advertisements should be honest and not have any misleading content to confuse any consumers and all information promoted exclude up stakes be fully implemented into the design of the mobile phone. Technological factors are by large the most pertinent and all important(p) to consider inwardly mobile phone industries. callable to the constant development of technology within the actual mobile phones, it is an competitive industry to be involved in. Nevertheless within the disability phone market the go steady of the phone is a lesser important factor during purchasing it is what the phone provides to the consumer to avail their spare needs when contacting someone. Simple, up-to-date packet is required so that all relevantfeatures are implemented, in addition to having an suitably sized screen with higher cable settings so that the visually impaired are able to read clearer. Large number buttons are essential so the Braille fits comfortably and the user is able to find what number they want to press with ease.Objectives present are three designs that are deprivation to be set for the new developing brand * Increase cognizance of the suffice in disabled people by 50% within 6 months * In three years fourth dimension turnout be should be reduced by 10% * In the next twain years tax should be about 7 meg These verifiables act as sufficient targets and in turn impart motivate staff and drive profitably due to the time scaled that these objectives must be ma sterd. The chosen objectives all appropriately relate to the current disability phone market and the specific areas that could be improved, such as increasing the sensation of swear out for people with excess needs. This could therefore advertise other companies to develop other suitable day-to-day products to suit their needs also, which could moreover promote the idea of developing a whole new organisation peculiarly aimed at designing products to aid people with special needs.StrategyThe propel/ make strategy involves creating conduct from two aspects push strategy involves the remove being take a shitd by the manufacturing businesss distributers, and leave out relates to the manufacturer creating demand via their own promotion techniques (Frazier and Summers, 2011). The brand pull up stakes honour a curl up strategy because it is envisioned that demand go forth be created through advertising and an legal, unusual selling point. This is good because through a pu sh strategy, it is sometimes required to distribute a higher volume of goods, which is intermit related to a mobile phone industry with a larger audience, dissimilar the niche, disabled market.Another benefit of this is that because the developing brand is unheard of an unproven preventing shop piling of products if they are not sold, deliverance money. Although, a pull strategy get out require a large investment for advertising, it is estimated that the cost of production and potential fund piling outweighs this in fiscal terms. Relating to the objectives, the pull strategy exit aidthe consummation of said targets with the use of an advertising campaign, creating the demand that will create supply to the blind market.To engage the consumers, advertising campaigns will hosted at specific events which relate to the disability market, such as the Cambridge Disability Sport and arts festival. By doing this it will allow the promotion of the developing product to be appreciate 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 pickings place in London, an excellent thing which can be related to individuals with special needs. It is a global event which promotes diversity of all sorts within the presentering organisations and sport activities which can be related to the promotion of the brands developing product and advance consumers to try it out to bring down 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 chance upon the expiration of the increasing awareness objective. Additionally, after appropriate research, selling the phone at a competitive price will create demand and furthermore help reach out the 7 million revenue objective.To achieve the reduced in production cost objective, mass p roduction will need to take place, which will effectively lower production be, or even spend in a new technology to produce more units at a cheaper rate, over a period 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 noticeable areas of everyday flavour such as telephone boxes, buses, taxis and even billboards. To carry out ethical diversity promotions, the advertisements will also be rigid 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 bulky diversity range of people harken to the radio, allowing the promotion of thedeveloping product to all audiences.Any user feedback from testing the developing product will be far-famed down and kept for future improvement, allowing focus to raise questions on how to improv e 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 possibility of generating revenue due to the improvement of the product to suit the special needs. Ade Adepitan, a wheelchair basketball summercater and TV presenter can be a suitable celebrity irregular 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 g o global. Lower production costs will occur if an appropriate manufacturer is found who follows all ethical procedures the brand wants to promote, in addition to supplying the company with great production unit price rates so that the most manageable revenue and profits can be generated.Furthermore, a green policy, cognize 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 either a generous sponsor would have to be applied for, or even a loan would have to take place to implement such activities.Action first, pay will have the overall state of distributing budgets to all departments so that the inbuilt production and launch of the new brand is successful. erstwhile all budgets have been issued the merchandising department will be able to effectively form a plan on when the lau nch will take place and what is proposed to take place during the entire duration. inwardly the marketing department a market research team will be organised 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 enough budgets to cod any new transfigures.All tasks taking place for the launch will be managed by a team drawing card essential for the success of team outgrowth communication and task success. This will thence 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 gain the quality of the promotion. A time oversight tool named a Gantt chart will be implemented so all tasks are clearly shown, along with their time deadlines to help guide leaders and aid team members to strive to complet e a task to benefit the brands launch. This will be combined with a critical path analysis, where all shortest contingent times in which tasks can be completed are shown to avoid delaying the entire launch. Example Critical Path Analysis, line of descent http//tutor2u.netExample Gantt chart,Source www.ganttchart.com/Control two things will effectively measure the growth of awareness and gather an accurate estimate. Firstly the sales records will be analysed. A growth in sales indicates the demonstrate 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 umpteen people and how far spread the awareness of the branch has reached. An appropriate measure to reveal 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 a n 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 is a strong indication that the brand is respected and trusted with their products and service.ReferencesAction for Blind People, (2011), Facts and figures about issues around sight loss, online on hand(predicate) 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 collier Publishing. Frazier, G. L. and Summer, J. O., (2011), Contemporary Views on selling 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=false accessed 24/04/2012 Freita g, N., (2005), Critical The usurpation of Culture on International Marketing Plans and Review of the French Wine Industry, Munich smile Publishing, 1(1), p.15.GanttCharts, (2012), image online available at accessed 04/05/2012Tutor2u, (2012), image online available at 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