Marketing Communication and Branding Essay

IntroductionAfter advertent commercialise research of some of the different band marketplaces in right aways industry the market that was the most interest to the writer was the deadening hollo market. Of any the erratic sounds researched, none were found to stomach transcribe accommodated only speaking be keep backivated commands fleshed to send textbook messages as swell as calling. The idea the writer proposes is a foretell for the visually stricken which has a sole purpose for calling people. The keys leave be fitted with Braille so that the individuals atomic look 18 able to effectively observe what number they ar pressing.SOSTAC Situation AnalysisUpon research it was found the size of the disability phone market is small in comparison to others, such as android where there ar thousands of brands ready(prenominal). Around 360,000 people are registered blind or partially sighted in the UK (Action for Blind People, 2011), exhibit that, with the ass umption that everyone submits a mobile phone in like a shots society, the key segments that this brand forget relate to are the 360,000 effectiveness guests inwardly the visual impairment mobile phone market. The key competing brands involve Doro, an established competitor who supplement a range of mobile phones for the disabled. They supply too m any(prenominal) online retailers, ranging from handheld mobile phone to home landlines. Alternatively, Amplicom is another(prenominal) competitor who matures mobiles with large buttons, aimed at the visually impaired market. These competitors get appear be the toughest to compete with collectible to their experience and received market share a large investment and money go forth be inevitable to drive sure that the proposed brand move gain a decent amount of money of market share.Porters five forces is an appropriate model which bottomland be cerebrate to overcome such competition, due to its ability to evaluate entry barriers, suppliers, customers, substitute products and industry rivalry (Freitag, 2005). what is more Porters five forces atomic number 50 determine what the current market is for the brand, as well as the outlining any existing competitors positions in copulation to the develop product. Moreover, it wad in addition show how a firms s controlholders chiffonier influence the partnership with the use of bargaining power (Chee and Harris, 1998). This instruction would be vital to obtain prior to the launch of the brand to abridge the chance of product failure. The macro-environmental factors allow for be implemented to the brand by PEST analysis Political, Economical, Situational and Technological. Political factors which relate fittingly to the disability mobile phone market include the strict laws on the disposal of yield materials such as batteries and any forms of radioactive waste, as well as any compulsory health and safety procedures during the turnout and contri bution of the developing products.Breaking these rules could result in heavy penalties including fines and blush the termination of the company in severe cases. Suitable economic factors include the assessment of the current poor financial climate. This leads to the assumption that it is currently not attractive to tramp investments as money is by and large tight for most, reducing the overall customer base for the developing product. Example solutions for this could include enticing consumers with bargain phone prices or scour decrease fixed monthly contract payments which go away include a competent amount of minutes for the target segment. Furthermore by offering all deals at lower end prices leave behind suitably fit the market, as there can be a general assumption that those who are visually impaired may also fit well at heart the retirement market, a segment that generally has less money spare.Regarding social factors the main issue considered is ethics relating to h ow products are developed and distributed, in addition to advertizing techniques used to help campaign the brand. Equal opportunities and fair working conditions should be issued to all employees involved in the development and packagingal material of the brand so that the product can wager mixture relating appropriately to the disabled mobile phone market. Advertisements should be downright and not have any misleading content to confuse any consumers and all information countenanced will be fully implemented into the design of the mobile phone. Technological factors are by large the most applicable and important to consider within mobile phone industries.Due to the unvaried development of technology within the actual mobile phones, it is an competitive industry to be involved in. Nevertheless within the disability phone market the look of the phone is a lesser important factor during get it is what the phone provides to the consumer to aid their special needs when contac ting someone. Simple, up-to-date software is required so that all relevantfeatures are implemented, in addition to having an appropriately sized screen with higher contrast settings so that the visually impaired are able to read clearer. Large number buttons are infixed so the Braille fits comfortably and the user is able to identify what number they want to press with ease.ObjectivesHere are three objectives that are sledding to be set for the new developing brand * Increase cognisance of the service in disabled people by 50% within 6 months * In three years condemnation exertion exist should be reduced by 10% * In the next both years receipts should be approximately 7 million These objectives act as sufficient targets and in turn will motivate provide and drive productively due to the time scaled that these objectives must be secured. The chosen objectives all appropriately relate to the current disability phone market and the specific areas that could be improved, such as increasing the awareness of service for people with special needs. This could therefore encourage other companies to develop other suitable day-to-day products to suit their needs also, which could furthermore promote the idea of developing a whole new organisation oddly aimed at designing products to aid people with special needs.StrategyThe toil/ bring out strategy involves creating invite from two aspects energy strategy involves the hire being created by the manufacturers distributers, and shoot relates to the manufacturer creating demand via their own packaging techniques (Frazier and Summers, 2011). The brand will follow a bring in strategy because it is envisioned that demand will be created through publicizing and an effective, unique selling point. This is good because through a push strategy, it is some generation required to distribute a higher volume of goods, which is better related to a mobile phone industry with a larger audience, contradictory the nich e, disabled market.Another benefit of this is that because the developing brand is unheard of an unproven preventing stock piling of products if they are not sold, saving money. Although, a blow strategy will require a large investment for advertise, it is estimated that the cost of production and potential stock piling outweighs this in fiscal terms. Relating to the objectives, the pull strategy will aidthe accomplishment of said targets with the use of an advertising campaign, creating the demand that will create supply to the blind market.To engage the consumers, advertising campaigns will hosted at specific events which relate to the disability market, such as the Cambridge Disability Sport and Arts festival. By doing this it will allow the promotion of the developing product to be recognised and affirmatoryly received by the disabled. This will allow potential consumers to try out the mobile phone and leave feedback regarding their thoughts and opinions.The Paralympics 2012 is taking place in London, an excellent occasion which can be related to individuals with special needs. It is a global event which promotes diversity of all sorts within the sponsoring organisations and sport activities which can be related to the promotion of the brands developing product and encourage consumers to try it out to design if it can suit their needs. Combined, by implementing such advertising campaigns during the Paralympics and obtaining a respected and relatable celebrity sponsor can help achieve the termination of the increasing awareness objective. Additionally, afterwards appropriate research, selling the phone at a competitive price will create demand and furthermore help achieve the 7 million revenue objective.To achieve the reduced in production cost objective, mass production will need to let place, which will effectively lower production costs, or even investing in a new technology to produce more units at a cheaper rate, over a period of time, may even reduce costs by 10%.TacticsExpanding further within the advertising campaigns aimed to help achieve the awareness and revenue objectives, this will include visual posters on noticeable areas of everyday life such as telephone boxes, buses, taxis and even billboards. To carry out ethical diversity promotions, the advertisements will also be located within care centres for the visually impaired, as well as any social and youth clubs to increase awareness. receiving set adverts will also take place as it is fair to fag out that a wide diversity range of people listen to the radio, allowing the promotion of thedeveloping product to all audiences.Any user feedback from testing the developing product will be noted down and kept for incoming improvement, allowing management to raise questions on how to improve the brand and image it represents to consumers. By doing so will potentially improve the awareness of the disability market as well as increasing the possibility of generating rev enue due to the improvement of the product to suit the special needs. Ade Adepitan, a wheelchair basketball sportsman and TV presenter can be a suitable celebrity endorsement to help promote the product as he is someone the key segment can truly relate to will help achieve awareness and furthermore create a positive brand reputation which will create demand and therefore revenue and profits.Issuing the mobile phone with a competitive price of 60 is suitably competitive and will create demand helping to achieve the 7 million revenue objective if 116,666 units are sold within the 2 year time scale. Promoting this product in the UK only can help assess if the product is largely successful to its key segment, and after the 2 year objective is attained, further action can take place to help make the product go global. Lower production costs will occur if an appropriate manufacturer is found who follows all ethical procedures the brand wants to promote, in addition to supplying the compa ny with expectant production unit price rates so that the most doable revenue and profits can be generated.Furthermore, a green constitution, known as a policy to help lead greener lives, can promote the brand to be extremely sufficient with its production, enticing customers and portrayal the brand image to be ethical and fair. Nevertheless green policies are very expensive, which would mean that either a generous sponsor would have to be applied for, or even a loan would have to take place to implement such activities.ActionFirstly, finance will have the overall responsibility of distributing budgets to all departments so that the ideal production and launch of the new brand is successful. Once all budgets have been issued the trade department will be able to effectively form a plan on when the launch will take place and what is proposed to take place during the entire duration. Within the marketing department a market research team will be organised so aninvestigation of pr oduction methods and price rates of manufacturers is performed, as well as qualification sure all ethical procedures the brand would like to follow are implemented. Relevant findings will be informed to the finance department to find if there are enough budgets to apply any new changes. both tasks taking place for the launch will be managed by a team leader essential for the success of team member communication and task success. This will then be approved by a main, overall manager of the entire launch, so all task deadlines are met and workloads are of a high standard to boost the quality of the promotion. A time management tool named a Gantt chart will be implemented so all tasks are clearly shown, along with their time deadlines to help guide leaders and encourage team members to strive to concluded a task to benefit the brands launch. This will be combined with a critical path analysis, where all shortest possible times in which tasks can be completed are shown to avoid del aying the entire launch. Example Critical Path Analysis, Source http//tutor2u.netExample Gantt chart,Source www.ganttchart.com/ takeTwo things will effectively measure the produce of awareness and cockle an accurate estimate. Firstly the gross sales records will be analysed. A growth in sales indicates the rise of awareness and any initial sales from year one indicate consumers knowledge of the product. A questionnaire will also be released to specific geographical locations and the results will give an indicant as to how many people and how far spread the awareness of the peg has reached. An appropriate measure to identify whether or not the production costs have been reduced would be to look at energy bills to see if the change in production equipment or manufacturers has been an effective adjustment.To determine whether or not revenue will reach 7 million pounds can be monitored by customer loyalty and re-purchasing. A high customer re-purchase rate is a strong indicator tha t the brand is respected and certain with their products and service.ReferencesAction for Blind People, (2011), Facts and figures about issues around sight loss, online operational at http//www.actionforblindpeople.org.uk/about-us/media-centre/facts-and-figures-about-issues-around-sight-loss/ accessed 05/05/2012Chee, H. and Harris, R., (1998), Global marketing strategy, London Financial Times Pitman Publishing. Frazier, G. L. and Summer, J. O., (2011), contemporaneous Views on Marketing Practice, e-book Marketing Classics Press. Available at Google Books http//books.google.co.uk/books?id=eqn23RV52hEC&pg=PA217&dq=push+pull+strategy+definition&hl=en&sa=X&ei=IHeqT7y9DIqw0QWDgOXlAw&ved=0CDYQ6AEwAAv=onepage&q=push%20pull%20strategy%20definition&f=false accessed 24/04/2012 Freitag, N., (2005), Critical The Impact of Culture on International Marketing Plans and Review of the French Wine Industry, Munich Grin Publishing, 1(1), p.15.GanttCharts, (2012), image online available at accessed 04/05/2012Tutor2u, (2012), image online available at accessed 01/05/2012BibliographyDoro, (2011), online available at http//www.doro.co.uk/products/Specialneeds/ accessed 25/04/2012 Matobmobile, (2010), online available at http//matobmobile.co.uk/index.php?id=elderly_mobile_phones accessed 25/04/2012 Scribd, (2012), Pest Analysis, online available at http//www.scribd.com/doc/58834389/Pest-Analysis-Nokia accessed 21/04/2012