- 1
- 2
- 3
- 4
- 5
- 6
- 7
- 8
- 9
- 10
- 11
- 12
- 13
- 14
- 15
- 16
- 17
- 18
- 19
- 20
- 21
- 22
- 23
- 24
- 25
- 26
- 27
- 28
- 29
- 30
- 31
- 32
- 33
- 34
- 35
- 36
- 37
- 38
- 39
- 40
Marketing strategy of VideoGuide Inc A
Posted by Zander Henry on Aug-22-2018
1. The vision of VideoGuide Inc A
The vision of VideoGuide Inc A is to be the leading quality service and product provider for customers. Being the best and the leading player means that VideoGuide Inc A marketing strategy and operations focus on:
- Providing high quality of products and services
- Providing value to customers
- Concentrate on building customer experience
2. The mission of VideoGuide Inc A
VideoGuide Inc A marketing strategy is grounded in its mission. The mission for VideoGuide Inc A is to be the favorite brand of the customers. This mission is essential for the marketing strategy of VideoGuide Inc A as it focuses on all operations and marketing activities in the direction of:
- Consumer centrism
- Using research to understand and influence consumers
3. Brand Equity of VideoGuide Inc A
Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of VideoGuide Inc A. The knowledge of brand equity will help in shaping VideoGuide Inc A marketing strategy effectively – thereby facilitating the growth of business for VideoGuide Inc A.
3.1. Brand awareness
- VideoGuide Inc A has high brand awareness because of international operations
- The company focuses on higher budget allocation in the country of origin
- Each market for VideoGuide Inc A has modified marketing and strategic directives and plans
3.2. Brand association
- VideoGuide Inc A is directly associated with the brand name and product category
- VideoGuide Inc A has a broad product portfolio
- VideoGuide Inc A is associated with promising and delivering quality and innovative products
- VideoGuide Inc A is also associated with excellent customer service
3.3. Brand loyalty
- VideoGuide Inc A has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
- VideoGuide Inc A has a global customer base
- VideoGuide Inc A keeps adding value addition to the products and product portfolio to keep consumers engaged
3.4. Brand asset
- VideoGuide Inc A has a substantial brand value
- VideoGuide Inc A also enjoys the high financial worth
- VideoGuide Inc A focuses on building a reliable and robust employee base
3.5. Brand element
- VideoGuide Inc A uses the brand element as a means of competitive advantage
- Uses adaptability in product, services, and marketing to meet different cultural demands
4. Situational Analysis of VideoGuide Inc A
The situational analysis will help in developing the marketing strategy of VideoGuide Inc A by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of VideoGuide Inc A.
4.1. SWOT
4.1.1. Strengths
VideoGuide Inc A marketing strategy can benefit from the following internal advantages:
- Strong brand image
- Global distribution network
- Investment in market research
- Innovation
4.1.2. Weakness
VideoGuide Inc A faces challenges in marketing strategy because of the following weakness:
- Slow organizational processes
- High product prices
4.1.3. Opportunity
VideoGuide Inc A has the following possibilities of business growth:
- Green lifestyles
- Regional expansion
- Diversification
4.1.4. Threats
VideoGuide Inc A faces business threats because of the following factors:
- Increased competition
- Increased imitation
4.2. PESTEL
4.2.1. Political
- VideoGuide Inc A operates I markets with political stability
- VideoGuide Inc A has funding support from the government for small businesses
4.2.2. Economic
- VideoGuide Inc A enjoys high sales because of higher GDP
- Lower interest rates make business expansion and loaning easier for VideoGuide Inc A
- Low inflation strengthens the financial position of VideoGuide Inc A
4.2.3. Social
- Higher education and awareness increases sales of VideoGuide Inc A predict
- VideoGuide Inc A focuses on understanding consumers and fulfilling their demands through its offerings
4.2.4. Environmental
- VideoGuide Inc A has an active CSR program
- VideoGuide Inc A ensures environmental safety in all its operations
4.2.5. Legal
- VideoGuide Inc A is aware of local and global laws of business and human resource management
- VideoGuide Inc A abides by all statutes – especially labour law, discrimination law, and employee safety laws
4.3. Porter’s Five Forces
4.3.1. Threat of substitutes
- High risk of replacements
- Substitutes offer similar products at low prices
4.3.2. The threat of new entrants
- New entrants need high financial investment
- New entrants need updated technology for keeping par with industry progress
4.3.3. Bargaining power of buyers
- Sales made to end consumer directly
- Stocking of products at retailers, as well as own-controlled retail outlets
4.3.4. Bargaining power of suppliers
- Multiple suppliers of raw materials
- Suppliers are chosen after careful inspection, and through contracts
4.3.5. Industry rivalry
- High industry rivalry
- Players offer similar products
- Players compete through marketing to influence consumers
5. Marketing Objectives for VideoGuide Inc A: The Marketing Strategy of VideoGuide Inc A
VideoGuide Inc A marketing strategy has the following objectives for the current financial year:
5.1. Increased market penetration
- Increase top of mind recall for VideoGuide Inc A brand and products by 30%
- Increase sales for VideoGuide Inc A by 40% by the third quarter of the financial year
- Achieve a trial rate for new products of 10% during the first quarter of the launch
- Increase consumption rate of existing products by 45% during the current financial year
5.2. Enhanced brand recognition
- Increase top of mind recall by 65% during the current fiscal year
- Increase brand recognition by 80% during the first two quarters of the current financial year
5.3. Increased use of digital marketing
- Acquire 25,000 new online customers during the financial year
- Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
- Acquire 65,000 likes on the official Facebook page of VideoGuide Inc A during the first quarter of the financial year
5.4. Retail Growth
- Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
- Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year
6. Segmentation of VideoGuide Inc A
VideoGuide Inc A marketing strategy uses different means of segmentation to reach an increase in market penetration.
6.1. Demographic segmentation
6.1.1. Age
VideoGuide Inc A has consumers of age groups
- 20-45 years
- 45-60 years
6.1.2. Gender
- VideoGuide Inc A has a broad product portfolio for both males and females
6.1.3. Life-cycle stage
Consumers for VideoGuide Inc A, according to the marketing strategy, are in the following various life cycle stages:
- Single students
- Single graduates
- Single people living at home/not living at home
- Young couples without children
- Married couples with one to four children – all at home
- Married couples with one or two children in college
- Old married couples with an empty nest
6.1.4. Occupation
The marketing strategy devises the following occupations for VideoGuide Inc A consumers:
- Professionals
- Students
- House makers
6.2. Psychographic segmentation
6.2.1. Social class
- VideoGuide Inc A focuses on segments of middle-upper and upper social classes
6.2.2. Lifestyle
VideoGuide Inc A consumer segments have the following lifestyle characteristics:
- They aspire towards a better and higher living standard
- They want to be successful – professionally and socially
- They are not hesitant to try new things, products and services in life
- They are confident in their behaviour and attitude
- They are mainstreamers in their fields
6.3. Geographic segmentation
6.3.1. Region
- VideoGuide Inc A has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
- It also has operations in emerging markets such as Brazil, India, and China
6.3.2. Density
- The focus of VideoGuide Inc A remains on the urban part of the population
6.4. Behavioural segmentation
6.4.1. Personality
The marketing strategy defines personality characteristics for the consumers of the brand of VideoGuide Inc A, such as:
- Determined
- Confident
- Ambitious
- Hardworking
6.4.2. Usage frequency
- The consumer segments for VideoGuide Inc A are regular and frequent users of the product
6.4.3. Benefits sought
- Consumers seek functional benefits
- The focus, however, is more on the emotional benefits reaped from the consumption of the brand
6.4.4. Degree of loyalty
- Consumers are very loyal
- Have an emotional attachment with the brand
7. Targeting of VideoGuide Inc A Positioning of VideoGuide Inc A
The marketing strategy of VideoGuide Inc A targets consumer groups based on segmentation as follows:
7.1. Target market
- The target market for VideoGuide Inc A is from middle to upper class
- The target market is ambitious and desires to purchase high-end consumer products
- This target market also seeks affordability
- To meet target market expectations, the VideoGuide Inc A focuses on quality control
7.2. Mass marketing
- The marketing strategy of VideoGuide Inc A focuses on mass marketing
- This also requires unique marketing designs and product promotion programs
- VideoGuide Inc A makes use of one strategy to influence all segments
7.3. Undifferentiated marketing strategy
- VideoGuide Inc A does not differentiate between market segments
- It uses a single marketing strategy to target all segments and consumer groups
- Based on this, VideoGuide Inc A also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.
7.4. Focus on quality
- VideoGuide Inc A has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
- No compromise on quality has been made in the broad product portfolio
- To ensure the influence of a single marketing strategy, the VideoGuide Inc A has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
- This was used for targeting strategy as well as for maintaining growth
8. Company Competitive Advantage in the marketing strategy of VideoGuide Inc A
The marketing strategy of VideoGuide Inc A stands out from the clutter and competition. VideoGuide Inc A has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that VideoGuide Inc A has utilized:
8.1. Cost-effectiveness
- VideoGuide Inc A focuses on reaching consumers effectively rather than grandeur
- VideoGuide Inc A focuses on developing an integrated marketing approach
- The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
- VideoGuide Inc A has in-house copywriters for marketing campaigns which also helps in controlling costs
- VideoGuide Inc A also focuses efforts on ground activities – which are less expensive than commercial marketing tactics
8.2. Innovation
- VideoGuide Inc A has stayed updated with latest developments in marketing research and marketing knowledge
- VideoGuide Inc A makes use of new and innovative tactics to reach its target consumers
- VideoGuide Inc A also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
- Each marketing campaign launched by VideoGuide Inc A is effective catchier and more influential than the previous one
8.3. Strong market research and consumer understanding grounded
- VideoGuide Inc A marketing strategy is strongly grounded in consumer and market research
- VideoGuide Inc A makes informed marketing campaigns and goals based on consumers’ behavioural feedback
- VideoGuide Inc A also incorporates consumer feedback in its marketing strategy
- VideoGuide Inc A marketing strategy is based on market trends, and consumer needs and wants
8.4. Making effective use of emotional appeals
- Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by VideoGuide Inc A
- In addition to fulfilling functional needs, VideoGuide Inc A also tries to fulfil the emotional and psychological needs of the consumer
- VideoGuide Inc A tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty
9. Distribution Strategy of VideoGuide Inc A
VideoGuide Inc A marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.
9.1. Intensive distribution strategy
- VideoGuide Inc A makes use of intensive distribution strategy because it is mass marketing
- VideoGuide Inc A’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
- With the use of the intensive distribution, VideoGuide Inc A tries to maximise its coverage of the markets where it's present
- For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.
9.2. Direct distribution strategy
- VideoGuide Inc A uses direct distribution country of origin as well as in locations where it has subsidiary operations
- The VideoGuide Inc A also makes use of modern retailing channels
- Also, VideoGuide Inc A makes use of e-commerce and makes a sale through online retailers, as well as through the company website
- Direct distributions have allowed VideoGuide Inc A to increase market penetration and accessibility for consumers
9.3. Indirect distribution strategy
- This strategy is largely used for offshore operations where the VideoGuide Inc A does not have a subsidiary
- In these offshore locations, VideoGuide Inc A largely works through the export model
- This makes use of several intermediaries in between, before the product by VideoGuide Inc A reaches the target consumers
- Intermediaries for VideoGuide Inc A include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations
9.4. Selective distribution strategy
- For some products of its portfolio which are premium in nature, VideoGuide Inc A makes use of selective distribution channel
- VideoGuide Inc A has maintained a few outlets in the country of origin, and in selected offshore markets for these products
- These placements and locations are chosen based on the niche market that VideoGuide Inc A has for its premium products
- These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience
10. Competition Analysis in the marketing strategy of VideoGuide Inc A
The industry in which VideoGuide Inc A operates is very responsive to market and consumer trends. VideoGuide Inc A, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.
10.1. Strategic Group Analysis
- VideoGuide Inc A competes with direct and close competition based on quality and price
- Consumers choose between different companies from the industry based on their functional offering
- Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
- VideoGuide Inc A also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer
10.2. Industry rivalry
- VideoGuide Inc A experiences high industry rivalry
- The barriers to entry for the industry are low, and new entrants gain easy access in the industry
- The number of local as well as global players is increasing
11. Marketing mix of VideoGuide Inc A
The marketing mix for VideoGuide Inc A as per the marketing strategy is the following:
11.1. Product
- VideoGuide Inc A has a broad product portfolio
- VideoGuide Inc A provides mass marketed products for all segments across the market undifferentiated
- VideoGuide Inc A also provides some selected, premium products to niche customer groups
- All products in the portfolio consistently maintain high quality
- All products are tailored to meet consumer specifications, demands and needs across different regional markets
- The VideoGuide Inc A maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged
11.2. Place
- VideoGuide Inc A wants to have a close, emotional and personal relationship with its consumers
- The company maintains high control in its distribution strategies – especially through direct distribution strategy
- The company has a presence in leading supermarkets
- The VideoGuide Inc A also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
- VideoGuide Inc A also makes use of e-commerce to increase penetration and sales
11.3. Price
- The VideoGuide Inc A prices its products so that its target consumers can afford it easily
- VideoGuide Inc A uses relative pricing strategy for its products
- The price of VideoGuide Inc A’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
- The company’s pricing strategy allows it to enjoy stable revenue and profit growth
11.4. Promotion
- The VideoGuide Inc A has a high budget allocated towards marketing activities
- The VideoGuide Inc A invests substantially in digital marketing activities to reap high and effective results
- Use of digital marketing has also allowed VideoGuide Inc A marketing strategy to cap costs and expenses
- VideoGuide Inc A also takes part in direct consumer engagement through on-ground activities where the company initiates trials
- VideoGuide Inc A also invests in traditional media channels to reach maximum consumers in the market
11.5. People
- VideoGuide Inc A has a large workforce across different companies
- This workforce is continually trained to become experts in their respective fields of operations
- VideoGuide Inc A hires without discrimination
- VideoGuide Inc A ensures that its employees remain motivated through building an inspirational and creative organizational culture
- VideoGuide Inc A focuses on also building and maintaining organizational commitment and loyalty in its employees
11.6. Process
- All activities at VideoGuide Inc A - from raw material procurement to the final sale to the end consumer - undergo systematic processes
- The processes at VideoGuide Inc A are well defined, and well communicated to all employees
- All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
- The systematic processes also ensure a smooth running of operations at the VideoGuide Inc A
11.7. Physical evidence
- The physical evidence for VideoGuide Inc A includes the company logo, company store designs, and the product packaging
- Satisfied and excited customers in the retail spaces of VideoGuide Inc A, as well as during product consumption create a bubbling and an inviting atmosphere
- The e-commerce website for retail by VideoGuide Inc A is also designed with a friendly customer interface to allow maximum interaction with the brand
- The store designs created by VideoGuide Inc A for its retail space allow consumers maximum interaction with the products directly.
12. Promotional tactics for the marketing strategy of VideoGuide Inc A
12.1. Digital marketing
- The company uses social media for reaching consumers effectively
- The VideoGuide Inc A interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
- The company also shares information and build relationships with consumers through digital marketing
- VideoGuide Inc A also makes use of blogging, emails, and content creations as a means of digital marketing
12.2. Conventional marketing
- The company uses a 360-degree approach in its marketing strategy
- This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements
12.3. Influencers
- For direct, on-ground engagement, the company uses influencers
- Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the VideoGuide Inc A brand
13. Monitoring and evaluation of the marketing strategy of VideoGuide Inc A
13.1. Changes in sales
- VideoGuide Inc A regularly tracks its sales to identify the effectiveness of its marketing strategy
- Increase in sales reflect the success of marketing strategy of VideoGuide Inc A
- Sometimes, VideoGuide Inc A experiences increase ins ae after some time of the launch of the marketing promotions
13.2. Surveys and focus groups
- VideoGuide Inc A frequently conducts focus groups and surveys to identify its brand worth
- These methods also help the company identify brand value, brand recall, and brand recognition
- Focus groups allow VideoGuide Inc A to gather feedback on its marketing strategy and helps it understand consumers better
13.3. ROI
- Effectiveness of marketing strategy of VideoGuide Inc A can also be seen through the revenue and profit growth
- Return on investment allows VideoGuide Inc A to effective gauge the effect and influence of the marketing strategy, and measure its success
13.4. Attainment of marketing objectives
- All marketing objectives set by VideoGuide Inc A are SMART
- The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
- Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of VideoGuide Inc A
References
Baker, M. & Hart, S., 2008. The marketing book. s.l. Routledge.
Brady, D., 2010. Essentials of International Marketing. London: M.E.Sharpe.
Constantinides, E., 2014. Foundations of social media marketing. Procedia - Social and Behavioral Sciences, Volume 148, pp. 40-57.
Dahlén, M., Lange, F. & Smith, T., 2010. Marketing communications: A brand narrative approach. Chichester: John Wiley & Sons.
Fill, C., 2009. Marketing communications: interactivity, communities and content. Harlow: Pearson Education.
Gilligan, C. & Hird, M., 2012. International Marketing: Strategy and Management. London: Routledge.
Kotler, P., 1977. From sales obsession to marketing effectiveness. Harvard Business Review, Nov-Dec.pp. 67-75.
Kotler, P., 211. Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), pp. 132-135.
Kotler, P., Armstrong, G., Adam, S. & Denize, S., 2014. Principles of Marketing. Melbourne: Pearson, Australia.
Kotler, P. & Keller, K., 2009. Marketing Management. New Jersey: Prentice Hall.
Kuksov, D., Shachar, R. & Wang, K., 2013. Advertising and Consumers' Communications. Marketing Science, 32(2), p. 294–309.
Lamb, C., Hair, J. & McDaniel, C., 2011. Essentials of marketing. S .l.: Cengage Learning.
Rao, K., 2011. Services Marketing. New Delhi: Pearson Education, India.
Schivinski, B. & Dabrowski, D., 2014. The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications, Volume 12, pp. 1-26.
Schivinski , B. & Dabrowski , D., 214. The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications, Volume 12, pp. 1-26.
Tsiakis, T., 2015. Trends and Innovations in Marketing Information Systems. Hershey, PA: IGI Global.
University of Minnesota, 2017. Pricing Strategies. [Online]
Available at: https://open.lib.umn.edu/principlesmarketing/chapter/15-3-pricing-strategies/ [Accessed 24 April, 2017].
Zahay, D. & Griffin, A., 2010. Marketing strategy selection, marketing metrics, and firm performance. Journal of Business & Industrial Marketing, 25(2), pp. 84-93.
Warning! This article is only an example and cannot be used for research or reference purposes. If you need help with something similar, please submit your details here.
Yang Shi
5.0
I adore the way how this service extended the special offer of discounts for me. Excellent service!
Alvaro Rapheal
5.0
I'm very glad to find this website because the teacher was demanding an accurate document. Quick delivery system!
Mark Pier
5.0
The work obtained from this service satisfied the lecturer and he was not doubtful on any point. I am thankful for the prompt delivery.
Godfred Quarcoo
5.0
Fantastic
Next Articles
- ATP Private Equity Partners (C): The Scandinavian Sweetspot Strategy Marketing Strategy
- Shawmut National Corp.'s Merger With Bank Of Boston Corp. (A) Marketing Strategy
- 3i Group Plc: May 2006 Marketing Strategy
- Factor Investing: The Reference Portfolio And Canada Pension Plan Investment Board Marketing Strategy
- Blue Ocean Or Stormy Waters? Buying Nix Check Cashing Marketing Strategy
- Parliamentary Election Impact On Indian Capital Markets Marketing Strategy
- Risk Exposure And Risk Management At Korea First Bank Marketing Strategy
- Collateralized Loan Obligations And The Bistro Trust Marketing Strategy
- The Ombudsman: Examining Portfolio Risk In Troubled Times (A) Marketing Strategy
- Crawford Development Co. And Southeast Bank Of Texas Marketing Strategy
Previous Articles
- National Insurance Corp. Marketing Strategy
- Vanguard Group, Inc. (B) Marketing Strategy
- Goldman, Sachs & Co.: Nikkei Put Warrants 1989 Marketing Strategy
- Banco Hipotecario S.A. Marketing Strategy
- Caledonian Newspapers Ltd. (B) Marketing Strategy
- Richina Capital Partners Ltd. Marketing Strategy
- Investing In Sponsor Backed IPOs: The Case Of Hertz Marketing Strategy
- China Or The World? A Financial Reporting Strategy For Hong Kong's Capital Markets Marketing Strategy
- Building Hedge Funds At Prospero Capital Marketing Strategy
- Catastrophe Bonds At Swiss Re Marketing Strategy
Be a great writer or hire a greater one!
Academic writing has no room for errors and mistakes. If you have BIG dreams to score BIG, think out of the box and hire Case48 with BIG enough reputation.
Our Guarantees
Interesting Fact
Most recent surveys suggest that around 76 % students try professional academic writing services at least once in their lifetime!