The Persuasive Marketing Tactics used by Apple Inc
Apple Computer - The Subtle Art of being Cool Apart from those who have been living under a rock for the last three years, most television audience members are aware of the recent Apple campaign aimed at comparing design features of their Mac Computers to that of their competitor, PC. This campaign is highly persuasive in identifying with audience member’s needs through the use of symbols. The advertising campaign entitled “Get a Mac” was launched in 2006 by Apple. They currently air throughout the world in Canada, Japan, New Zealand, Australia and the U.K. The campaign is composed 56 television commercial ads and 9 web ads. Every commercial follows an extremely simple template of a horizontally linear camera angle with a plain white backdrop. On the right side famous celebrity male-actor Justin Long introducing himself as Mac, dressed in casual attire: usually blue jeans and a t-shirt. His character is shown to be youthfully laid back, charming and trendy - or in other words “cool” by cultural standard. This is somewhat ironic considering most of his roles in the past he portrays the awkward teenager in desperate need of respect. On the other side you have comedian John Hodgeman dressed in a gray/brown business suit. He is portrayed as an uptight, clumsy, ignorant, data-crunching business person who is by no means cool in any definition of the word. He typically is the first to provide information to Mac as an attempt to prove he is worthy and capable of more, functionally. When he is competed against there is a moment within almost every ad where PC “breaks down” emotionally, frustrated that he cannot rival the applicational uses of Mac. Long’s character is portrayed to be understanding and sympathetic towards PC’s inadequacies but is quick to point out new designs of Mac/himself that allow him to do more- thus furthering the competitive gap between himself and the goofy PC. This emphasis is especially apparent in the following examples of Mac Commercials released by Apple. In the ad entitled “Out of the Box” it begins with the two men sitting inside separate boxes representing the packaging in which the computers come in. In this situation the two discuss their plans. The charismatic mac begins thoughtfully expressing what he could potentially do - make a movie, create a website or even use his built in digital camera. With so many options to choose from he claims he still hasn’t decided. PC expresses in a frustrating tone that he first needs to install all his drivers, delete trial software and read several manuals. Mac then responds “Well it sounds like you have a lot of stuff to do before you do any stuff so... I’m going to get started because I’m kinda excited, let me know when your ready”. Then he enthusiastically jumps out of the box and runs out of frame as the moping PC explains it will be a while since he has parts in other boxes. This trend is repeated later in an ad where PC and Mac are receiving therapy from a counselor. PC emotionally rants of how he constantly feels inadequate because he
cannot do as many things as Mac can do out of the box. The counselor then instructs the two to say something nice about the other system/person. PC states “Well I guess you are better at creative stuff. even though it is juvenile and a complete waste of time.” Another example is when the two discuss how they share a lot of the same programs (like microsoft office) but still maintain what makes their systems unique. Mac optimistically points out PC’s abilities with spreadsheets. PC bashfully responds “Aw shucks” while Mac then goes on to claim how he is better at “life stuff”. When PC angrily asks him to define “better” Mac points out how simple and easy it is use the apple applications whereas it is difficult to create anything on a PC. As the campaign gains in popularity apple began taking less focus of the functionality of applications and placed attention on basic comparisons. In the ad entitled “Virus” PC has become extremely ill with the new “virus” going around as a result of malware planted on his computer through browsing. He goes onto explaining that last year there was a reported 114,000 known viruses on the internet - in which his opponent replies “for PC’s not Mac’s” and hands him a tissue. This theme was carried over to an episode called “Spyware” in which PC is disguised in order to avoid spyware attacks and offers his mustache-sunglasses to Mac so he will be safe as well. Mac explains he runs Mac OS 10 and therefore does not have to worry about getting viruses, malware or spyware. A more recent advertisement that was done had a slightly different approach. In “ Self Pity” Mac appears dressed in a business suit as well and explains that Mac’s can also do work stuff too. This does not sit well with PC as he falls into a self pitying tantrum. He stammers on about how he knew this day would come. It is important to take under consideration the four goals of a persuader. Only then can we truly understand why Apple has become a large success through the uses and gratifications theory. I will also discuss how the use of symbols has played an important role in order to identify with audience members and gratify certain needs. First of all, Apple attempts to identify with a specific group. Since computers are a tool used by a wide variety of people, demographics have little to offer in targeting and segmenting an audience. However using the demographic of age is a starting point in which is expanded through use of psychographics - or segmenting audiences on the basis of values, lifestyles, attitudes, self image (lecture). Apple is directing their message to creative young adults who most likely favor creating movies, music and editing pictures over filling data in spreadsheets. Apple is saying this computer is trendy, youthful and cool. Take into account that the Mac is introduced as youthful but this does not mean it is limited to the youth. The target psychographic has potential to consist of anyone with progressive values. Anyone who seeks personal identity via technology can be gratified using Mac. Apple is hoping that when you watch the ads you make the assumption: Those who are creative and progressive use Mac’s. I am creative and progressive, therefore I need to go buy a Mac! Or at the very least: Justin Long supports Mac’s. I like Justin Long, therefore I support Mac’s. If you as an audience member reach this
Mac informs the public and PC of an advancement that allows Windows systems to be run on Mac computers. At this point they exchange passive aggressive interaction to prove which system is better. Lastly he is logical because the information he gives is supported by reason. Mac and PC both introduce themselves to the camera. it is ironic that Apple (a computer company) uses an extremely simple approach. He shows sympathy towards PC even though they are depicted as enemies. it’s fairly obvious they are attempting to make Mac seem to be stronger in all three categories. In another ad released within the campaign.
. In a later ad.labels or a slogans that sum up a large amount of complexity. Even the title “Get a Mac” is simple yet to the point. (credibility. Their communication relies on the personal rivalry between two individuals rather than the actual competing computer companies.conclusion. persuaders look to achieve electronic eloquence. In this case. This usually defeats PC’s ranting descriptions of his own functionality. The way in which Mac and PC interact is on an interpersonal level even though they are rivals. At the very least makes viewers reflect on their current stance. The dynamic of every episode is unchanging. PC is dressed in a king’s robe and crown. In addition.giving you the ability create without worrying about the computer itself. his customers will always be loyal to him. He is credible because he is a celebrity (audience assumption). Thirdly. In a world where special effects and complex computer generated graphics are common. light and cheerful music playing) so when it airs. PC usually claims something first in order to prove to Mac that he is better or “even”. It is easy to use and safe from viruses. Apple is using symbols in order to provide meaning to viewers that their needs will be met by buy their computer. This is known as the semantic triangle within Semiotics or the study of symbols. pathos and logos. Every episode is under the same setting (plain white background. Mac then responds that any Windows customer can bring their PC drive into the Apple store to have their files reformatted to macintosh. the viewer knows right away that this is a Mac commercial. emotion and logic) to weigh their decision. This is symbolic in itself and viewers are persuaded to make judgements based on who speaks with more ethos. This repetition of simplicity is considered innovative however I believe their is a great amount of detail that can be overlooked. Mac always uses the word “stuff” as a synechdotal replacement for more technical terminology. Everything from visual images to the language being used is simplifiedwhich in essence is a symbol of the very product they are selling. Repetition of language is also used through Synechdoches . which may lead to them switching operating systems as it is no longer practical to have an IBM according to Justin Long. I’ll elaborate on this later. then Apple has been successful in identifying with you. This theme is repeated throughout every ad from the campaign. Mac is always portrayed as being optimistic and logical while PC tends to be more emotional about his inadequacy in comparison. This potentially creates cognitive dissonance among present PC users. He claims arrogantly that due to Mac’s inability to run many Windows based programs. The second goal is how persuaders use repetition to cut through the static of other advertisements.
which is the fourth and final goal of persuaders.also known as framing. The commodity in this case is the Mac computer. This is an honest contrast between the two systems but is it appropriate? Regulative acts used to influence audience members appear to be ethical since nothing of any negative consequence is directed at members. Mac then goes on to respond “Well I’m going to get started because I’m kinda excited. may talk back in some fashion to challenge them” (Lecture notes). let me know when your ready” and leaves frame.by showing a good looking celebrity symbolizing their product and a clumsy business nerd playing as the rival computer company. Certain ethical issues are raised due to this advertisement.Let’s refer back to the synechdote “stuff”.avowal. The avowal is whether or not the message expresses sincerity. The main strategy of Apple is based on the premise of audience attitudes. It all comes down to the product being sold. People want issues put in ways they understand and that is conducive to this technologically fast-paced culture we live in. Apple effectively created a
. The constantive of the ad is that Mac is “ready right out of the box” implying that no setup is required whereas PC first needs to install all his drivers. the targets of the persuasive attempt. What causes a viewer to evaluate them as being good or bad are based on generalizations. Regulative is defined as the appropiateness of sed message.is the truthfulness of the message. These beliefs in which attitudes stem from are categorized as descriptive and evaluative. delete trial software and read several manuals. In this scenario symbols override any further explanation. we can challenge it. This appears to be sincere which satisfies the last type. Constantive. The question that is raised is whether Apple is making an ethical argument or do the meanings mislead the viewer coercively? To begin we will decipher the three acts in the ad entitled “Out of the Box”. This situation in which simplicity defeats complexity both equalizes and even empowers Mac users regardless of educational level. To best analyze the ethics of the “Get a Mac” campaign one must consider Habermas three types of speech acts. The use of symbols being priority over detailed information as well as portraying PC as the opposite of “cool” is what Apple uses to persuade audience members . Mac is developed for anyone to use and I believe this correlation is noteworthy in regards to the knowledge gap and logos. Meaning can be lost within the translation of individual experiences and therefore their is huge potential for the gap to increase and even the “dumbing down” of society to occur. However variances in beliefs cause interpretations to differ. This means that if peruasive message are imposing on our freedom or in other words. There are no personal attacks on either audience member or the opposing company therefore this particular ad is ethical according to the guidelines set forth. and we. Attitudes are defined as “a more or less enduring organization of beliefs around an object or situation. which can be literally said or written or can be implied by the visual images presented. The message presents information of these sorts. According to the lecture notes “Persuasive messages involve us in a kind of discourse that may involve these three kinds of speech acts. coercively persuading us we as a public. predisposing one to respond in some preferential manner” (lecture notes). The descriptive belief of the advertisement is are the computers themselves. In the case of Apple’s campaign the line is blurred through the use of layered symbols.
By Seth Stevenson . To supplement stagnant voice revenues cellular operator are now turning to VAS to boost revenues in both data and value added voice service.com/watch?v=lgzbhEc6VVo 2.2009 1. Apple Official Site
DVERTISING STRATEGY OF BHARTI TELEVENTURES LTD
This report on Airtel not just give description about the company but it also talks about the various advertising strategy adopted by the company.persuasive advertisement that is considered innovative by use of symbols in order to appeal to audience member’s needs.2009 6. 15 short Ads Mac vs. Airtel has deep rooted presence in the Indian telecom sector through there wide product offerings and excellent distribution network In this report I have tried to analyze the present scenario of Indian telecom sector the real aim of the project is to study the effectiveness and response towards advertisement provided by Airtel but many sub objectives are also included under this project so as to make it comprehensive one. Borchers. The “Get a Mac” ads you won’t find on your television". Timothy A.13. Retrieved via WEB 07. PC Posted by newmexicoproductions. 2005 3. The power of symbols continues to be expanded on today.Slate Magazine Retrieved via WEB 07.
1. Apple's mean-spirited ad campaign. . Downloading a ring tone watching your favorite movie of tracking cricket score the list of activity that you can do using your cell phone is endless. http://www. Persuasion in the Media Age (2nd Edition) Boston. We are in the era of entertainment through mobile handsets.13.
. McGrawHill. SWOT analysis of Airtel helps to find out the weak points of the company and to find out the way to overcome this problem. They were able weaken support for PC computers as well as boost their own appeal through promoting their simple easy to use applications without violating any ethical standards or first amendment guidelines. Mac PC verses vs. category: people and blogs tags.youtube.
under a MoU with Wal-Mart for the cash & carry business. based on the number of customers. Business Divisions Mobile : Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the largest mobile service provider in the country. Data connectivity : The group focuses on delivering telecommunications services as an integrated offering including mobile. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. Airtel Telemedia Services & Enterprise Services. vision business areas etc to analyze how well poised the company are to complete or rather just exist in this market that is proving itself to be the most competitive in post liberalization Indian economy. With Landline services in 94 cities we help you stay in touch with your friends & family and the world. has a diverse business portfolio and has created global brands in the telecommunication sector. It has successfully launched an international venture with EL Rothschild Group to export fresh agricultural products exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance Company Ltd under a joint venture with AXA. Ltd. For international connectivity to the west. All these services are provided under the Airtel brand. Fiber cables : The Company compliments its mobile and broadband & telephone services with national and international long distance services. The Bharti Group. CHAPTER-II INTRODUCTION INTRODUCTION Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.016 route kilometers of optic fibre on its national long distance network. national and international long distance and data connectivity services to corporate. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU’s) . broadband & telephone. India’s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles.I complement this with the internal study of the companies – history . It has over 35.Mobile Services. the
. it has a submarine cable landing station at. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 94 cities. Internet: The group offers high speed broadband internet with a best in class network. For international connectivity to east. Airtel comes to you from Bharti Airtel Limited. world leader in financial protection and wealth management. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. small and medium scale enterprises. Bharti has recently forayed into retail business as Bharti Retail Pvt.
words to every feeling. The service that helps you give. CHAPTER-III COMPANY PROFILE Fact sheet Name Bharti Airtel Limited. 2008) Operational Network Provides GSM mobile services in all the 23 telecom circles in India.393.448 customers as on June 30.407 million (year ended March 31. while the ATS business group provides broadband & telephone services in 94 cities.804 as at June 30. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU’s) . 74.
.732 Bharti Telemedia subscribers.Audited) As per Indian GAAP Accounts Shares in Issue 1. 1995.716 GSM mobile and 2.018 million (year ended March 31.383. telemedia services (fixed line) and enterprise services (carriers & services to corporates) Established July 07. Company shares are listed on The Stock Exchange. It gives you the unlimited freedom to reach out to people in your special way.020.122 million (year ended March 31.777. 184. Mumbai (BSE) and The National Stock Exchange of India Limited (NSE).898.716 GSM mobile and 2.383. as a Public Limited Company Proportionate Revenue Rs. 114.35 Customer Base 69. 2008. 270.393. 2008 Listings The Stock Exchange. All these services are provided under the Airtel brand. 2008-Audited) Rs. an expression to every emotion.mobile services. 2007 . The enterprise services group has two sub-units . 2008 . Business Description Provides mobile.Audited) Rs.Company is a member of the South East Asia-Middle East-Western Europe – 4 (SEAME-WE-4) consortium along with 15 other global telecom operators. 2007-Audited) As per Indian GAAP Accounts Proportionate EBITDA Rs. Postpaid : Life becomes much simpler with your Airtel Postpaid.202 million (year ended March 31. The mobile services group provides GSM mobile services across India in 23 telecom circles. 760. HISTORY Bharti Airtel is one of India's leading private sector providers of telecommunications services based on an aggregate of 71.732 telemedia customers (Status as at month ended June 30. Mumbai (BSE) The National Stock Exchange of India Limited (NSE) Market Capitalisation Market Capitalisation (as on September 18. Mobile Prepaid : Enter the world of limitless possibilities with Airtel Prepaid. telemedia services (ATS) & enterprise services. consisting of 69.carriers (long distance services) and services to corporates. Rs. 2008) Approx.443 billion Closing BSE share price = Rs. 1.
Sunil Bharti Mittal. Bharti Tele-Ventures is India's leading private sector provider of telecommunications services based on a strong customer base consisting of approximately 9. investors. is anθ Executive Director and the number of Independent Directors on the Board is more than 50% of the total Board strength. which consists of three Executive and eleven Non-Executive Directors. as of August 31. The Chairman and Managing Director. The independence of a Director is determined on the basis that such director does not have any material pecuniary relationship with the Company. Mr. partners. During the financial year 2003-04. which are in the best interest of the Company. employees.03 million total customers which constitute. capital-efficient and long-term growth thereby maximizing value for its shareholders. which will ensure sustainable. Bharti Tele-Ventures Limited was incorporated on July 7. Investor Relations Creating value for our customers. Our core principles of trust and transparency have come a long way in helping us develop and nurture longterm relationships with our key stakeholders.28 million mobile and approximately 750. which indicates that the company's capability with respect to creating wealth for all its stakeholders is the highest.000 fixed line customers.θ vendors and the society at large lies at the root of our fundamental business strategy. Corporate Governance Bharti Tele-Ventures Limited firmly believes in the principles ofθ Corporate Governance and is committed to conduct its business in a manner.and was the first private operator . Our performance exudes from our belief in and commitment to the telecom sector. its promoters or its management. Company's policies are in line with Corporate Governance guidelines prescribed under Listing Agreement/s with Stock Exchanges and the Company ensures that various disclosures requirements are complied in 'letter and spirit' for effective Corporate Governance. The Board members possess requisite skills. your Company has been assignedθ highest Governance and Value Creation (GVC) rating viz. which may affect the independence of the judgment of a Director.
. customers. Its subsidiaries operate telecom services across India. while adopting sound Corporate Governance practices Board of Directors The Board of Directors of the Company has an optimum mix ofθ Executive and NonExecutive Directors. employees and society at large. and translates into creating innovative exciting opportunities for one and all. experience and expertiseθ required to take decisions. approximately 8. 1995 for promoting investments in telecommunications services. 'Level 1' rating by CRISIL. 2004.
Major accounting entries. fixation of audit fee and related expenses. risk management. qualifications and accounting issues based on the managements discretion and judgment. which among others. Reviewing with management the half-yearly and annual financial statements. concerning financial statements. include Reviewing the Company’s financial reporting processes and systems. Kumar Director Ajay Lal Director Francis Heng Director Arun Bharat Ram Director Audit Committee The Audit Committee of the Board deals with all matters relating to financial reporting. internal controls.S Raju Director O’Sullivan Director Kurt Hellstrom Director N. Compliance with the accounting standards. Any related party transactions. Reviewing the Company’s financial and risk management policies. and reports back to the Board on the matters. and
. Recommending the appointment and removal of statutory auditors. Compliance with the stock exchange and legal requirements. related party transactions etc.Boards Members by Ranking Sunil Bharti Mittal Chairman and Managing Director Rajan Bharti Mittal Director Akhil Gupta Joint Managing Director Rakesh Bharti Mittal Director Chua Sock Koong Director Pulak Chandan Prasad Director Bashir Abdulla Currimjee Director Mauro Sentinelli Director Professor V. focusing primarily on: Changes in accounting policies and practices. before submission to the Board.
Scope of the Compensation Committee Formulating policies and procedures to ensure that there is no violation of SEBI (Insider Trading Regulations) and (Prohibition of Fraudulent and Unfair Trade Practices relating to Securities Market) Regulations by any employee. Today. with a modest capital.000 people. along with specifically looking into the following areas: Framing policies and compensation packages of top executives. The un-audited/audited quarterly financial results of the Company are also specifically reviewed by the Audit Committee before these are submitted to the Board for approval. and employee development programs Key issues referred by the Board ESOP Compensation Committee The Compensation Committee of the Board has been constituted in accordance with SEBI (Employee Stock Option Scheme and Employee Stock Purchase Scheme) Guidelines. head quartered at New Delhi. amongst the top 5 in India.Adequacy and effectiveness of internal audit processes and systems. Sunil Bharti Mittal started his career at a young age of 18 after graduating from Punjab University in India and founded Bharti. Minutes of each Audit Committee meeting are placed before the Board for information. bonuses. promotions. with a market capitalization of over US$ 40 billion and employing over 30. 1999 for administration and superintendence of Employee Stock Option Plan (ESOP) of the Company. incentives. Remuneration of Directors Strategies for attracting/retaining employees. India. CHAIRMAN PROFILE Sunil Bharti Mittal Chairman & Managing Director Since October 2001 Board director since: July 1995 Age: 49 years Sunil Bharti Mittal is the Chairman & Managing Director of Bharti Airtel Ltd. Human Resource (HR)/ Remuneration Committee The Human Resource Committee of the Board discharges the functions of the remuneration committee. in the year 1976. stock options and performance targets. including salary adjustments.
. at 49 he heads a successful enterprise.
install. paging. Sunil Bharti Mittal has been conferred one of the highest civilian award – Padma Bhushan. multimedia communication systems or combinations thereof. rent out. and to market. private switching network services. videotext. intelligent network. funds. satellite phones etc. and funds and interest in such associations or partnerships. recording instruments and devices. refurnish. telecom transmission equipments of all kinds. sellers. cordless. VISION BY 2010 AIRTEL WILL BE THE MOST ADMIRED BRAND IN INDIA: LOVED BY MORE CUSTOMERS. 3. MA. merchants. OBJECTIVES As set out in the Memorandum of Association of Bharti Tele-Ventures. agents and stockists. service. computer networks i. private switching network services. works. electronic mail. design. importers. wide area network. repair. cellular/mobile services. mobile or of any other kind. transmission network of all types. exporters. research and improve. associations or partnerships for providing telecom networks and/or to run and maintain telecom services like basic/fixed-line services.Sunil Bharti Mittal is an alumnus of Harvard Business School. To carry on the business of manufacturers. trunk dialling barring devices. transmission networks of all types. wireless sets and other wireless communication devices like radio pagers. telephone message/answering machines and devices. distributors. alter. paging. test equipments. 2. voice mail and data systems. projects or enterprises in the telecom industry whether of a private or public character or any joint venture with any government or other authority in India or elsewhere and to acquire and dispose of shares/securities in such companies. voice mail and data systems.e. electronic mail. assemble. store and otherwise deal in any manner in all types of telephone exchanges. To provide telecom networks and to run and maintain telecom services like basic/fixed-line services. telephone instruments -whether corded. USA. Sunil Bharti Mittal is an Honorary Fellow of “The Institution of Electronics and Telecommunication Engineers (IETE)". our main objects are as follows: 1. intelligent network. cellular/mobile services. local area network. videotext. Sunil Bharti Mittal has been conferred the degree of Doctor of Science (Honoris Causa) by the G B Pant University of Agriculture & Technology. telecom switching equipments of all kinds. develop. exchange. cellular phones. fax machines. tele-terminals. dealers. multimedia communication systems or the combinations thereof and for execution of undertakings. maintain. To promote and establish companies. dialling machines. buyers. hire. lease.¬
. telegraphs. wide area network. computer networks like local area network.
• First to provide roaming facility in USA. Canada. UK etc with 284 partner networks. • BHARTI announces aggrement with VODAFONE marking the entry of the World's Largest Telecom Operator into India • Bharti Enterprises and AXA Asia Pacific Holdings Limited announce Partnership for a life insurance joint venture in India • Airtel Launches future factory .) to acquire around 10% in Bharti Tele-Ventures Ltd. SingTel and Vodafone to take Bharti Tele-Ventures Ltd.TARGETED BY TOP TALENT. 6. USD 1. • First operator to revolutionaries the concept of retailing with the inauguration of AirTel Connect (exclusive showrooms) in 1995. We will meet global standards for telecom services that delight customers through: • Customer Service Focus • Empowered Employees • Cost Efficiency • Unified Messaging Solutions • Innovative products and services . 1997 and the first to introduce the Intelligent Network Platform First to provide Roaming to its subscribers by forming an association called World 1 Network. Enjoy the mobile roaming across 38 partner networks & above 700 cities Moreover roam across international destinations in 119 countries including USA.5 bn.free service delivery ACHIEVEMENTS • First to launch Cellular service on November 1995.700 crores (approx. • Bharti Enterprises. 600 million people.Error.Centres of Innovation to Incubate Pioneering Mobile Applications • 16 states. Only India's leading mobile service offers you the truly 'freedom-packed' Prepaid! • It is also the first company to export its products to the USA.¬ BENCHMARKED BY MORE BUSINESS. to unassailable leadership position in India • The largest single foreign investment ever in the history of India • The largest investment in the Indian telecom sector
.¬ BHARTI’S MISSION To be globally admired for telecom services that delight customers. • First to introduce push button phone in India. • First to expand it's network with the installation for second mobile switching center in April. BHARTI announces agreement with VODAFONE marking the entry of the World's Largest Telecom Operator into India • Vodafone to invest approximately Rs.
• Bharti set to gain global leadership in the telecom sector • Bharti Enterprises continues to hold shareholding and management control in Bharti Tele-Ventures. as well as different voice. the market has grown considerably. chief marketing officer. You need to go beyond all the rational identifiers . Awards and Recognitions 2007-2008 ¬ Bharti Airtel has won the CNBC-TV18 India Business Leader Award for the Outstanding Company of the year. when you need to be heard." observes Rediff's Prashant Godbole. the challenge also lay in presenting a unified 'face' to the consumer.
. We needed a strong differentiator in an increasingly commoditized and crowded market. in the past. Brand image. business and corporate. This is just the proverbial tip of the iceberg." he informs." Atul Bindal. was being driven in two different dimensions. along with creative partner Zarvan Patel.which are prerequisites in any case and connect at a deeper level." says Bindal. which. "'Express yourself' enables the brand to unify and connect across the entire base of our existing and prospective customers. accompanied by much higher competitive intensity. coverage and SMS is just not enough. anytime. with deeper penetration and wider usage of voice and data services. "The moment you have as broad a canvas as 'Express yourself'. anywhere. Patel also credits his creative team for "fleshing out the idea".• Bharti establishes its supremacy in the Indian telecom market." For AirTel. who.which is that there are moments when you need to make your point. AirTel: Appropriating the value of 'expression' Over the last couple of years. Expressing and communicating are perhaps two of the most basic emotions. it becomes easy for anyone working on the brand to come up with new ideas and executions. Patel adds. Bharti TeleVentures.and post-paid communication. expands on this. and now world’s best – Vodafone. "Brand AirTel is a category leader straddling completely different market segments such as consumer. The campaign is towards owning this through 'Express yourself.' We believe 'Express yourself' allows us to connect at a deeper level and create a long-term platform for the brand. "In this context. differentiating merely on network. as a result. 2007 ¬ Bharti draws top honours at the NDTV Profit Business Leadership Awards 2007 ¬ Bharti Airtel Ranked 3rd on Shareholder Returns in BusinessWeek IT 100 List ¬ Sunil Bharti Mittal conferred Degree of Doctor of Science (Honoris Causa) by G. That's what makes a good campaign idea. We found this differentiator in a core human truth that defines our category . B. "We will be taking the idea forward in many different ways in the forthcoming work. having attracted Asia’s best – SingTel. had been treated very differently. This assumes significance when viewed in the light of the company's pre. conceived the campaign." One of the most obvious benefits of owning a property such as 'candid expression' (and 'Express yourself') is the expansive nature of the thought. AirTel enables you to make your point in the most expressive way. data and payment platforms.
a new integrated organizational structure has emerged. Karnataka is a major business centre and several information technology companies are based in and around its capital. Areas of Operations Delhi Our Delhi network covers a license area that includes the state of Delhi and the neighbouring towns of Faridabad and Gurgaon in the state of Haryana. and which is extendible by additional periods of 10 years. valid until November 2014.278 customers in Delhi. Hyderabad.Pant University 2006-2007 ¬ Bharti draws top honours at the NDTV Profit Business Leadership Awards 2007 ¬ Bharti Airtel awarded the prestigious QCI-DL Shah Award on Economics of Quality ¬ Sunil B. 2006. this unified management structure of 'One Airtel' will enable continued improvement in the delivery of the Group’s strategic vision. Andhra Pradesh is adjacent to Karnataka and several information technology companies are based in and around its capital. with realigned roles. We offer
. With effect from March 01. embassies and various government missions and development agencies. and the highest population density among the 29 states of India. particularly for data transmission. In addition to being India’s political capital. the highest installed fixed-line penetration rate. and Ghaziabad and Noida in the state of Uttar Pradesh. We believe that these factors create high roaming revenue potential from cellular subscribers who roam into our network from other circles. As of November 30. we had 465. We have a 20-year license to provide cellular services in our Delhi circle. Delhi has a high concentration of service and manufacturing industries and houses the Central Government. Mittal chosen for this year’s Padma Bhushan Awards ¬ Bharti Airtel is once again chosen for India’s most Customer Responsive Telecom Company Award ¬ Triple success for Akhil Gupta at CFO Awards for India ¬ Bharti Airtel is amongst India’s Most Admired Knowledge Enterprises in 2006 ¬ Sunil Bharti Mittal receives ‘The Honorary Fellowship’ fromIETE ¬ Bharti Airtel draws Top Honors at the MIS Asia IT Excellence Awards 2006 ¬ Bharti Airtel among the top 10 best performing companies in the world according to Business Week IT 100 list Sunil Bharti Mittal is CEO of the Year at the Frost & Sullivan Asia Pacific ICTAwards 2006 & Bharti Airtel bags Wireless Service Provider of the Year andCompetitive Service Provider of the Year Organization Structure As an outcome of a restructuring exercise conducted within the company. Information technology companies are typically highvolume users of telecommunications services. the head offices for many major public sector enterprises. 2001. Karnataka and Andhra Pradesh Located in southern India. Delhi has the highest per capita income. responsibilities and reporting relationships of Bharti’s key team players. Bangalore. giving us a market share of approximately 56% in this circle.
each of which is extendible by additional periods of 10 years. 2001. and which is extendible by additional periods of 10 years. valid until 2015. In September 2001. Several domestic and multinational companies are based in Kolkata and it is a major centre for trade and commerce in eastern India. we entered into license agreements with the DOT to provide cellular services in the eight circles of Mumbai. respectively. respectively. Our network is operated pursuant to a 20-year license. Chennai We provide cellular services in Chennai (the capital city of the southern state of Tamil Nadu) and in the adjoining areas of Mahabalipuram.570 customers in Kolkata. The Punjab license is for a period of 20 years. Gujarat. Kolkata Kolkata is the capital city for the eastern state of West Bengal. As of November 30. we had 12. All these licenses are for a period of 20 years. we had 87. 2001. Uttar Pradesh (West). Maharashtra. and which is extendible by additional periods of 10 years. Minjur and Maraimalai Nagar.032 customers in Chennai. 2001. In September 2001. the DoT also restored the Punjab license in our favour. regulatory agencies. service organizations and leading conglomerates are located in Mumbai. valid until November 2015. Mumbai Mumbai is the financial and commercial capital of India and one of the largest cities in the world in terms of population. As of November 30. Several leading financial institutions. Himachal Pradesh Located in northern India. in these circles. Himachal Pradesh is one of India’s most mountainous states and is a popular tourist destination. Tamil Nadu and Kerala. valid until 2016 for Karnataka and until 2015 for Andhra Pradesh. valid until August 2021. and are extendible by additional period of 10 years. multinational corporations. giving us a market share of approximately 41% in this circle.
. Our network is operated pursuant to a 20-year license.810 and 195. and which is extendible by additional periods of 10 years. Our network is operated pursuant to a 20-year license. Chennai is a major centre for information technology companies and foreign multinational corporations. valid until November 2014. giving us a market share of approximately 57% and 48%. valid until November 2014. We expect to commence providing cellular services in these nine proposed circles by the middle of this year. The concentration of commercial activity and service industry in Mumbai has led to a strong demand for telecommunications services. particularly for residents of Delhi and other north Indian states. giving us a market share of approximately 64% in this circle.054 customers in Karnataka and Andhra Pradesh. The following table sets forth the growth in the number of our cellular customers over the last three years. we had 177. and is extendible by additional periods of 10 years. As of November 30. Haryana. Madhya Pradesh. We have grown as a result of both organic growth and acquisitions of circles completed by us.462 customers in Himachal Pradesh. both voice and data. 2001. As of November 30.cellular services in these circles pursuant to 20-year license. Mumbai is among the highest per capita income cities in India. we had 110. giving us a market share of approximately 51% in this circle.
Kerala is rich in minerals. Among states. Maharashtra has attracted high amount of investment from Indian and foreign companies in the past. It is a popular tourist location in northern India with several holy shrines and pilgrimage locations. pharmaceuticals and textiles sectors are based in Gujarat and the largest grass-root level petroleum refinery in India is located in the state. A large section of the former population of Kerala lives outside India as nonresident Indians and has contributed to a relatively high foreign exchange inflow in this state. 2001. sugar. chemical and iron and steel industries. Madhya Pradesh Located in central India. Tamil Nadu
. pharmaceuticals. telecommunications. which is a union territory. machine tools. Maharashtra is a prominent state in Western India. Several companies in the chemicals and petrochemicals. agricultural implements. food processing and automobiles sectors are also located in Madhya Pradesh. petrochemicals. Punjab has emerged as a leading producer of agricultural products in India and several multinational corporations have invested in Punjab in agricultural-related businesses. Haryana Haryana is adjacent to Delhi and is surrounded by the states of Himachal Pradesh. Maharashtra has among the higher literacy rates and is a centre for learning and research in India. The city of Chandigarh. Maharashtra is one of the most industrialised states in India and several industries including sugar. petro-chemicals. Uttar Pradesh (West) Uttar Pradesh (West) is a circle carved out of the north Indian state of Uttar Pradesh by the DoT and has been classified as a Category B cellular license area. food products. hand tools. paper and paper packaging materials. which are typically highvolume users of telecommunications services. Uttar Pradesh. sports goods. textiles. automobiles. The state has the highest density of science and technology personnel and the highest literacy rate in India. Surrounded by Gujarat. food processing and plastics are located in the state. heavy chemicals. marine products and agricultural products.000 square kilometers and has substantial mineral resources. Andhra Pradesh and Karnataka. Several industries in the electronics. Punjab Punjab is among the highest per capita income states in India. is a joint capital city of the states of Haryana and Punjab. Madhya Pradesh. engineering. making it a centre for the aluminum. Gujarat Gujarat is located adjacent to Maharashtra and is also a prominent industrialised state in the country. pharmaceuticals. Gujarat also has one of the busiest ports in India and handled a high proportion of India’s exports for the year ended March 31.Maharashtra. Kerala Located in south India. Madhya Pradesh has a total area of approximately 443. Punjab is also emerging as a base for the production of engineering goods. Haryana is also an emerging centre in north India for IT enabled services such as call centres. Rajasthan and Punjab. electronic goods. leather goods. electronics.
For international connectivity to the west. and in some cases acquired. With Landline services in 94 cities we help you stay in touch with your friends & family and the world. placed purchase orders with vendors. Uttar Pradesh (West). selected a common billing system. based on the number of customers.Located in southern India. customer relationship and enterprise resource planning packages and other office systems and controls for our existing and proposed cellular networks. In addition to entering into licenses with the DOT for our eight additional circles and the restoration of our Punjab license. PRODUCT LINE-UP Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the largest mobile service provider in the country. to share cellular infrastructure in order to reduce costs and speed the launch date for our services identified. national and international long distance and data connectivity services to corporate. Himachal Pradesh and Punjab circles. Airtel has also reorganized the management structure of its cellular business on a regional basis in an effort to better capture revenue and cost synergies. The state has a large number of professionals and has witnessed a rapid growth in the software industry in the past few years. Tamil Nadu is surrounded by Andhra Pradesh. Kerala. including Siemens. small and medium scale enterprises. engineering and petrochemicals sector. Karnataka and Kerala. Services Broadband and internet services Airtel brings you a host of exciting features ranging from facilities like Online tests. The Company compliments its mobile and broadband & telephone services with national and international long distance services.016 route kilometers of optic fibre on its national long distance network. The group offers high speed broadband internet with a best in class network. sugar. for the supply of telecommunications equipment and network design commenced recruitment activities and internal transfer of employees for new areas of operations entered into agreements with the Escorts group. locations for the main switching centres and cell sites. In
. Tamil Nadu has several industrial undertakings engaged in cotton. Motorola and Ericsson. leather. it has a submarine cable landing station at. The group focuses on delivering telecommunications services as an integrated offering including mobile. For international connectivity to east. for some circles. textiles. we have taken the following steps towards commencing operations in these circles and the integration of the proposed circles with our existing circles: completed network planning activities and implementing the same entered into rate contracts and. the Company is a member of the South East Asia-Middle East-Western Europe – 4 (SEAME-WE-4) consortium. It has over 35. broadband & telephone. a provider of cellular services in the Haryana.
Even if your phone is not STD/ISD enabled. without any cables disturbing the ambience of your living room! Mobile Footprint The map below depicts the location of. Introducing NetXpert. India’s first ever automated Broadband care technology which provides immediate solutions for Internet connectivity related problems. Net Expert and Web Jockey. Traveling abroad? Save precious foreign exchange and up to 94% over international roaming charges. Home Phones Home Phones include Airtel welcomes you to its world of telephony services. 24x7. Bharti TeleVentures' existing mobile circles in India: PROMOTIONAL STRATEGY
. go ahead and talk to your loved ones. SAT and MBA. warehouse. Control your business. It’s a great way to reach out to your loved ones who are far away. from the comfort of your home. Now call back India from USA at lowest cost of just 6c / min . which offers you world class services with its cutting edge technology. and provides certain information for. GMAT. Calling cards Our calling card services connect you to your friends and friends in India a cost effective and reliable manner. Observe your office. Calling Cards include Great savings on calling anywhere in India or across the world. Airtel Broadband Services and TCY Online offer you online competitive tests for GRE. Choose from the options below and stay connected.touch and Video Surveillance Solutions to trouble shooting devices like. Wifi is a wireless technology brand by the Wifi Alliance that gives you a host of fantastic advantages ranging from reliability to security. shop and staff from your PC. Avail of the convenience of a mobile phone on a fixed line. from anywhere and all the time Create and share your precious moments with your loved ones with In Touch.
Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy.After the liberalization of the Indian Telecom Sector in 1994. The most important consumer segments in the cellular industry were the youth segment and the business class segment. As competition in the telecom arena intensified. (Refer Exhibit II). investments etc. 5. Hutch implemented the celebrity endorsement strategy partially. who if given proper incentives like quality living and benefits. By 2004 it emerged the unprecedented leader commanding the largest market share in the cellular service market. and generate employments. 6. India has technically educated. 8. Being a state owned player. Idea. 4. The youth segment was the largest and fastest growing segment and was therefore targeted most heavily by cellular service providers. India has huge project plans with foreign countries which can attract further mergers . Prominent among these were . SWOT ANALYSIS STRENGHTS 1. India possesses cheap labours to attract foreign investments. Reliance was another player that cashed on its innovative promotional strategies. business solutions and talk time schemes. the Indian cellular market witnessed a surge in cellular services. Foreign companies that are facing problem in home market have already identified
. loyalty rewards. telecom infrastructure and telecom services are the key players in shaping today’s economy. By 2005. Privatization of VSNL. service providers took new initiatives to woo customers. Telecom software. telecom professionals. 3. which included celebrity endorsements and attractive talk time schemes. Quality of life definitely improves when the infrastructure and economy improves.celebrity endorsements. discount coupons. All the players except RIM offered services based on the Global System for Mobile (GSM) technology. 2. 7. Revenue sharing strategies are leading to mergers and actuations. Bharat Sanchar Nigam Limited (BSNL). Idea Cellular limited (Idea) and Reliance India Mobile (RIM). attracted the consumer through its low cost schemes. and this helped it increase its subscriber base. BSNL. Hutchinson-Essar limited (Hutch). RIM provided services based on Code Division Multiple Access (CDMA) technology as well as GSM. there were a total of 12 players in the market with the five major players being Bharti Tele-Ventures Limited (Bharti). along with its partnership with Tata has benefited not only the two companies but also the county at large. Information technology growth can propel India into IT superpower. BSNL could cover rural areas. helping companies to enter new business opportunities. on the other hand. 9. relied heavily on its creative media advertising sans celebrities. boosting the country’s economy. motivated and intelligent workforce. can be retained in India . relying primarily on its creative advertising for the promotion of its brand.
Slow reform process and slow liberalization affect the changes and makes the progress slow. Embracing change and understanding the technology takes a lot of time making the changes very slowly. Increased availability of bandwidth has opened doors to new schemes making efficient usage /providing value added services and generating profits. call center. Though cellular is the most attractive business today. Since 1994 reform process. Foreign companies wanting to invest in India are put off due to continuously changing rules and lax policies. 10. Telco’s though united. 3. 4. 2.India as a potential markets for business and therefore they are heavily investing in India. THREATS 1. provide some services that bring them in close competition and therefore lose not only profits but also consumer confidence. WEAKNESSES 1. 7. OPPORTUNITIES 1. For cellular operators providing long distance is a lucrative business opportunity and they can also concentrate on providing many value added services. Privatization of services in telecom sector has led to keen competition. Telecom educational institutes are coming up to keep the professionals at par with the changing technology. New opportunities are generating more employment and creating a knowledge based economy 5. Though global telecom picture looks gloomy but India possesses the competitive advantage in terms of its huge market size and many undeveloped areas. cellular. India is still concentrating on universal service in some parts of the country. Compared to the global structure. 6. but still the overall number of cellular subscribers is very low and this market really needs to be tapped. 5. Regulatory and tariff changes especially in the cellular operations are constant threats. internet. telecom density has only gone up to 3 as compared to the global average of 14. 12. China’s early liberalization and the fast growing economy may prove to be a hindrance for India. Bureaucracy and politics tremendously affects the business policies. 2. 6.
. 2. 11. Government has already started relaxing rules for foreign participants. Provision of not only basic services /but also. 8. Software exports from software technology parks are a huge potential business. Lot of new entrants in telecom is bringing investment opportunities. 8. as a result of which prices are reduced and more business opportunities are created. medical transcription. 3. 7. Economic liberalization is bringing a significant amount of progress. 4.
my aim is to study the Advertising Effectiveness of AIRTEL Cellular service. CHAPTER-IIII RESEARCH OBJECTIVE RESEARCH OBJECTIVE The objective of my project report is to study the advertising strategy of AIRTEL Cellular service and its effect on mobile users existing and who are going to use mobile service in future. CHAPTER-V RESEARCH METHODOLOGY RESEARCH METHODOLOGY Achieving accuracy in any research requires in depth study regarding the subject. Indian businesses take time or can’t survive due to the constantly changing technology and fast-paced nature of telecom business. ¬ To find out how much organization is involved in the mind of consumer.3.The research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. Primary data was collected using the following techniques Questionnaire Method Direct Interview Method and
. Young hard working and intelligent work force want to leave the country due to poor economic conditions and exploitation. Secondary data has been used to support primary data wherever needed. In other words. ¬ To develop a new strategy for the improvement of existing Airtel services and to find new ways of increasing Market share. 5. Economic protectionism and continuous political changes plays against plays against everybody’s favors and affects the good intentions of players even like reliance / Tatas etc. Price regulations based on pre set rate of return hinder the growth. ¬ To find out the success rate of the airtel cellular. As the prime objective of the project is to study advertising strategy of Airtel . 4. ¬ To learn the practical knowledge and how academic knowledge convertible in practical way. 6. ¬ To measure the customer’s satisfaction of airtel who are using airtel services and products.
It requires an able. Some of them are uncontrollable and some others are controllable. policies. as one continuously observes the surrounding environment he works in. Interviews with the honour of retailer of Airtel were also conducted. In spite of all the difficulties if the time is short it is quite possible that one cannot collect the sufficient data and have to depend upon other source of data. Some important limitations. Lastly observation method has been continuous with the questionnaire method. 4. # Finally the collected data and information was analyzed and compiled to arrive at the conclusion and recommendations given. current issues. # To these geographical area questionnaire was given. where a face to face formal interview was taken. Sources of secondary data Used to obtain information on. (b) Some of the respondents could not understand certain queries. # Internet # Magazines # Newspapers CHAPTER-VI LIMITATIONS OF STUDY LIMITATIONS OF STUDY The researcher has to face certain difficulties while he carries out the research work. Further direct interview method. Limitation of human behaviors: (a) Some of the respondent was not honest and genuine in their approach. # The date during which questionnaires were filled was between six week. the questionnaire was a combination of both open ended and closed ended questions. He knows the limitations before hand.Observation Method The main tool used was. Limitation of skills: the research needs a lot of statistical work involving collection and tabulation of data.
. Limitation of Time: I have completed the research in limited time. 2. are as follows: 1. 3. Limitation of funds: Availability of funds was another limitation owning to shortage of money. efficient and experienced research works. which were faced. # Some dealers were also interviewed to know their prospective. Airtel and its competitor history. the questionnaire method. Procedure of research methodology # Target geographic area was East Delhi. procedures etc. wherever required. interpretation of data and drawing out the necessary results.
Rehmaan’s tune for AIRTEL worked as free advertising for AIRTEL as another service user uses it too. CHAPTER-VIII RECOMMENDATIONS Bookmark/Search this post with: delicious | digg | reddit | google | yahoo | technorati
Marketing Research Papers and Essays o Interactive Marketing Trends .CHAPTER-VII CONCLUSION CONCLUSION The conclusion of my study is that AIRTEL’s Advertising has a major impact on its users.Marketing Strategy Resesarch Outline (300 Level Course) o Search Engines Still Fail to Disclose Ads .AIRTEL had created a very good image on the mind of the new users of cellular service. AIRTEL has adopted a very good strategy by providing a new connection with NOKIA who is market leader in mobile sets. A. Marketing Strategies Research Paper (300 Level Course)
The Effects of TiVo On Advertising -
.Internet Marketing Research Paper (300 Level Course) o Internet Retailer Price Points . Other celebrities like Shahrukh Khan (Bollywood) and Sachin Tendulkar (Cricket) has also contributed very much in AIRTEL.Internet Marketing Research Paper (300 Level Course) o New Belgium Brewing Company .Advertising Pioneer. People like its schemes very much . AIRTEL is successful in capturing the highest market share by adopting Celebrity Endorsement Strategy.R.Internet Marketing Research Article (300 Level Course) o Leo Burnett . many new users buy Nokia sets and they get a free connection of AIRTEL. AIRTEL has influenced mass customer by its wide network base in India and is popular among business man and professionals but in students it isn’t a popular one because there isn’t much attracting schemes and offers for the youth.
Given its similarity to Internet advertising. Consumers would be happy to watch commercials knowing that they are being paid to watch. Or the reimbursement could be used as credit in paying the monthly TiVo subscription fee. Assume all TiVo viewers on average $6 on Tylenol products in the month within clicking the tag. many advertisers feel threatened for their commercials not being broadcasted to what they had paid for. TiVo now has 3. Assume they all clicked the tag for Tylenol once in a month. they are also willing to spend several seconds to make some money.220.3 million users.5 million sales in 2004. Consumers are exposed to promotional messages but not forced to watch them. In order not anger major supporters of TV programs. and they can find out more information by pressing a button on their remote.685. TiVo could count the number of clicks in a certain designated period.315.000 of reimbursement. yet advertisers still get their messages across. TiVo is initially selling its feature of skipping commercials.000 for a year. The proposed advertising method is a branded tag on TiVo consumers’ screens.000 for the month.” Bookmark/Search this post with: delicious | digg | reddit | google | yahoo | technorati
. Tom Rogers the CEO of TiVo sees TiVo “as a platform for dealing with.Marketing Essay
The Effects of TiVo On Advertising . with the launch of
TiVo.55 per viewer after issuing the reimbursement.6% of its total sale of $786. Tylenol makes a profit of $5. Offering reimbursement should compensates consumers’ frustration for unable to avoid ads. Money is usually the best incentive to get people to do an act.45. Therefore. For each click of the tag. and allowing for the growth of. Although consumers are willing to spend over $100 to avoid commercials. Even though it has to pay consumers to watch its commercial. This “branded tag” operates similar to Internet advertising. In the August issue of Television Week. and each click is worth $0.Marketing Essay Putting “TiVo” and “commercial” next to each other may seem paradoxical. However. Each month Tylenol would have to send out $1. Tylenol is not losing money. TiVo recently signs contract with five brands to advertise. Tylenol still makes $18. That is only about 2. For example. and $20. After all. TiVo has been trying to be commercial-friendly and has eliminated the feature of skipping commercials. advertisers can offer incentives for people to click the branded tags. Advertisers could also give exclusive offers to only those who clicked the tag. advertisers would offer certain amounts of monetary reimbursement to the consumer. the advertising business.
What is marketing on earth? Marketing is a managerial function and a set of courses for communicating. it is necessary to understand the definition of marketing.Essay
Topic: If the premise is that marketing creates value.date?.
.Internet Marketing Research Paper (300 Level Course) o New Belgium Brewing Company .Related Essays
Marketing Research Papers and Essays o Interactive Marketing Trends . marketing assigns all those activities which accelerate services or the movement of goods from the producer to the consumer. This essay will clarify how the marketing’s role in Sony to be a value creator in various ways. In other words. in order to enable products or service to fit customers and sell itself. Thus. A precise definition to the studies of marketing as given by Kotler (2004) is that the profitably contented with the requirement. managing customer relationships and delivering value to customers in ways that benefit the organization and its stakeholders (American Marketing Association). Marketing. the proceeding steps of value creation. The aim of marketing is to fully realize and understand customers. results in obtaining the required products and service.Marketing Strategy Resesarch Outline (300 Level Course) o Search Engines Still Fail to Disclose Ads .Internet Marketing Research Article (300 Level Course) o Leo Burnett .Advertising Pioneer.Internet Marketing Research Paper (300 Level Course) o Internet Retailer Price Points . Drucker (1974) has stated that the purpose of marketing is to make selling surplus. Exchanging. by means of exchanging. The essence of marketing is aimed at creating customers’ value and satisfaction. Marketing Strategies Research Paper (300 Level Course)
Marketing's Role in the Organization . institutions and government which are adopting various marketing activities every day in order to create more benefits for themselves. marketing's role as a driver of an organization's value chain will be stressed as value chains are increasingly shaped by consumer expectations and demands. marketing has been very close to everyone’s life. it means those activities connected with distribution. creating. There are also some organizations such as enterprises. In order to illustrate how marketing create value to the firm. In the modern economic society. Moreover. schools. then explain marketing’s role in the organization. usually will benefit mutually and further the exchanging of mutual values.
2002). Similarly. Marketing acts a central role in translating marketing information into products and afterward positioning these products in the target market from new product development process (Song. promotion. A strong brand is therefore alive. which declines 16% in brand value in the 2005 ranking. 1980). No. if the firm is to retain its marketing effectiveness. According to
. a source of new product stimulus is a customer request to produce a specific product that the customer has designed (Urban & Hauser. the R&D group becomes a key element of corporate strength. pointed at putting the struggling consumer electronics giant back on its feet. The company’s plan lacks in details and similar to earlier plans which have not worked. 1997). 1990). 1990). transportation. rich and enormously powerful. New products are a necessary response. Thus. merchandising. Sony is facing profits and sales are down or are gradual down. but got a doubtful response when the company presents of its new Walkman type a portable music player. and the camcorder. when expected (Webster. to changing customer preferences and dynamic competition in the marketplace. graphic device or logo. which marries style and high-tech sophistication in its must-have iPod music player. & Schmidt. or weakness. Based on Southgate (1994). the effective development and management of products can be an important factor in determining whether a company will succeed in gaining business from the major account market (Turner. Also. Although the firm is pioneered the Walkman. a brand is not a name. publicity. research and development. In addition. R&D and capital investment cost are arising. but at the same time minimize risk. with the company highly dependent on its ability to deliver significant new technology. Sony is a company with a reputable name and a great trade of brand recognition worldwide. This essay focuses on deep product strategy as a value creator to Sony. It must learn and understand how consumers perceive products. Sony needs to approach an effective managerial strategy of new product development that is likely to achieve success. left Apple to reform portable MP3 players. Sony.28. complex. what needs exist. It is a part of intangible values in the minds of consumers. Nomura Securities analyst Eiichi Katayama told. the struggle between VHS and Beta and the research for a smash hit product such as the Walk-in or the Trinitron. Urban and Hauser (1980) indicated that the firm need a strategy for development. as well as digital downloading and organizing of music. sales and services or warehousing of goods (Indiainfoline. A news from Taipei Times (2005) described that Sony's content-to-product strategy and the new plan disappointed those looking for a more radical departure at a company that is struggling with the likes of Apple. A stagnant product line is good evidence that an industrial firm has failed to keep up with advancing technology and the state-of-the-art in its industry (Webster. The company rapidly presented itself to the world as a technological inventor capable of creating many consumer-friendly first such as the Walkman.advertising. and how consumers choose among products. product planning. although it started a small Japanese telecommunications company in Tokyo. competitors are moving in with copycats. 1990). Montoya-Weiss. However. According the survey of Business Week (2005). what consumer preferences are relative to the needs. the transistor radio. Sony implemented restructuring plan recently.
new product uses. but improves on it. In order to avoid products failure. long-term strategic choice for the industrial firm (Webster. The firm waits until the competitor’s product is revealed and then not only copies it. Some analysts argue that audiovisual equipment and the game machine don't necessarily go together since the life cycles of AV machinery are much shorter. It is created over time. In addition. competitive products must be analyzed to assess by the market and segmented to identify target markets that will obtain greatest profits from the product and offer competitive advantages (Lucas & Bush. but it will be hard to keep the sales going (Kageyama. and introducing products with unique features for customers (Cooper. it is difficult to change. product position is strategically important because it can take years to create. Indeed. the product doesn’t match the market. Similarly. Sony made itself into poor positioning and misunderstands of consumer needs. innovation need satisfy consumer needs. often
. a more sophisticated strategy to react to competition is the “second but better” strategy. and it affects business success and competitive strategy. The PSX may sell in amounts when it first goes on sale. in Tokyo. a DVD recorder. market segmentation strategy. different customers are likely to have different needs requiring some adjustment of the product. The companies should pay much attention to the positioning issue as their discuss new product design. Moreover. In addition. It also works as analog TV. is the key. This means that the selection of customers. music player and digital photo album. The objective here is to be flexible and efficient so as to produce a product that will be superior to the competition without incurring the heavy market developmental expense for the product. Urban and Hauser (1980) stated that positioning is the identification of a set of psychological need attributes and the description of the level of each attribute for a new product. Kazumasa Kubota says. The design of a single machine that has a little bit of everything seems logical and attractive to customers. The firms through reverse. 1984). Moreover. One of the major efforts in successful new product design is to define a good psychological positioning and a set of physical features to back it up. Many as 90% of new products may fail in the market because many companies are scrambling to develop innovative high technology products.Magrath and Higgins (1992). The marketing strategy is based on finding consumer needs and then building a product to fill them (Urban & Hauser. a firm’s new product strategy is increasingly recognized as a critical part of the total business plan. breakaway and stealth positioning are to shift consumers’ thinking in order to create a profitable place to ply their merchandises. the enhanced PlayStation 2 video-game machine. analyst with Okasan Securities Co. introducing products that meet customer needs more effectively. requiring constant upgrades. These needs may relate to new product designs with appeal. The key product strategies are developing highly innovative products. 1990). Another approach to development is through the notion that someone must buy a product. A product or service position involves the set of associations with the product. Then a definite need for the product exists in the market which must be determined. Sony flaunted its PSX. 1983). Moon (2005) analyzed companies can change customers mentally classify their products by positioning these products in unexpected ways. or the innovative developing of new groups of product users. 2003). 1980).
when to upgrade. intelligent product definition and execution of without mistakes will separate winners from losers in a market economy with very little opportunities for error. such as moving from maturity back to growth (Webster. the new portable walkman is not satisfying consumer demands. Effective marketing may be successful in retarding the inevitable progress of the product life cycle and may bring the market back to an earlier stage. the advertising. and what alternatives should be chosen. and declining products. 1990). mature products. the store in which it is bought. Positioning is a central strategic issue in the marketing of new products. Such a review can usefully be conducted once or twice per year. But the firm neglects a customer-need orientation as an organizing principle for new product development. Grouping products according to approximate stage in the product life cycle may be a useful first step: new products. a firm must struggle to keep profitable growth. A product does not have novelty to benefit from original new positioning. marketing. Proper market strategy. the new product marketing program requires careful definition of market segments. While products contain a set of features with some alternatives for each. The company may upgrade its characteristics over time for renewing the competitiveness of a product. breakaway and stealth positioning. 1988).from a large assortment of sources such as the product design. a strategic view of the product portfolio can help to stimulate the development of new products. The decisions will help managers in deciding the content and timing of promotions to maximize life cycle profit. and who uses it (Aaker. from time to time. Bookmark/Search this post with: delicious | digg | reddit | google | yahoo | technorati
Marketing Research Papers and Essays
. As the result. growth products. 2005). Understanding the needs of the customer is an axiom found in all product development literature. In addition. Sony’s product positioning such as PlayStation 2 doesn’t match the markets. Thus. Sony is trying to pursue innovation by diversifying its core technologies. although positioning is often thought to apply only in a consumer market context. design involves complex decisions: which features to upgrade. The old rule of the product life cycle is by simply challenging consumers' notions. companies should evaluate and refine to produce a product with consumer psychological attributes which indicate a high probability of success in the market. For example. In order to avoid new products failure. And it merges traditionally made by various operations in the enterprise (product design. Because of global competition and rapid technological advances. marketing’s role in the organization has become more and more important. Without developing and marketing new products. high technology products such as digital cameras and notebook computers have short life cycles. nor does it have to be past its prime. Today. the firms can change consumer’s thinking through reverse. it makes sense for a company to review its product portfolio. process design engineering. Also. production planning and supply chain management) (Damodaran & Wilhelm.
Internet Marketing Research Paper (300 Level Course) Internet Retailer Price Points .Internet Marketing Research Paper (300 Level Course) New Belgium Brewing Company . Marketing Strategies Research Paper (300 Level Course)
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Interactive Marketing Trends .Advertising Pioneer.Internet Marketing Research Article (300 Level Course) Leo Burnett .Marketing Strategy Resesarch Outline (300 Level Course) Search Engines Still Fail to Disclose Ads .