Assignment 4: Part D: Your Marketing Plan – Video Presentation

MARKETING 8

Marketing

Name

Institution

Marketing

Gravity Technology focuses on selling the computer hardware and software and this assists in meeting the demands that many companies have of increasing their innovations. It means that there is focus on the growth of the sales of the company and making sure that there is an increase in presence in the market. A brand strategy is important as it helps the company to focus on the achievement of the goals set. The brand of a company is said to be intangible, but it is what the customers are known to identify with. It helps in the differentiation of the functions of the business with the others, and as such, there is the creation of value. Having a brand strategy ensures that there is the definition of the promises that the company makes to the clients and it helps in conveying of the promises of the enterprise. A company brand is known to help in the interaction of the business with customers in the market.

Brand Strategy

The purpose of the Gravity Technology brand strategy is to ensure that there is communication with the potential customer being that they have profiled their clients and they deal with the corporations. The tactic that the company should implement is the use of brand managers that helps in the communication of the objectives of the enterprise. The tactics assist in driving the management of the budgets and ensuring that there is a proper mix for increasing the sales of the business (Iacobucci, 2014). Logos helps in the identification of the enterprise and for Gravity Technology is a picture of the globe as the ultimate goals for the company is to be global. The slogan for the company is to become your trusted partner in information technology as the primary focus for the company is to provide quality services to the clients. The brand extension that the company uses is the IBM as it a well-known brand in the market, and this means that people will quickly identify with the products.

Marketing Strategy

The strategy that the company is going to implement is the relationship marketing where the focus is interacting with the clients and finding their unique needs. It is a better strategy than the use of transactional marketing as the needs of the customers is identified helping to build meaningful relationships. The clients identify with the brand, and this means that they will prefer the products offered as there is a personalized service. It creates customers loyalty, and this encourages the sales of the company (Rocks, Gilmore & Carson, 2005). With the improvement in technology, it is easy for the formation of relationships with the customers as there is tracking of the information of the customers and their perception towards the products. Appreciating the customers and the efforts that they make towards ensuring that the company is successful is important, as they feel that they are a partner in the functions of the organization.

Implementation Timetable

The timetable is important in strategy as it helps in planning the activities to be carried out by the company. It ensures that there is productivity in the organization as the timelines keep the employees updated on the various strategies to be implemented.

Positioning Statement

A positioning statement is important in a marketing strategy as it helps in ensuring that the company is aware of the objectives that they would like to achieve. It is important in communications as it assists in telling the customers what the business does and for whom the services are offered (Sheth, 2012). It helps in showing the competition that exists in the market and the uniqueness of the products that the company offers. Having a statement that is differentiating assists in the creation of clarity, continuity, and consistency in reaching out to the customers. It makes it easy to separate the markets and have better ways of management. It also helps in the generation of ideas, and this makes it realistic to compete with the different competitors, as the products sold are superior to those of the competitors. The statement for Gravity Technology is:

“For companies that are technology engineered, gravity technology makes sure that the software and hardware needs are met. Unlike the traditional software providers, gravity technology creates convenience for clients, with the decreased prices there is increased the selection of the products".

High Quality

xxx

Low Price High Price

xxx

Low Quality

Perceptual Map

The map is an important strategy as it shows the goals of the company where there is the focus of selling quality products at an affordable price. It helps in setting the priorities of the business as they are focused towards the increase of the satisfaction of the customers and the retention of relationships that are long lasting (Heilman, Bowman & Wright, 2000). The positioning statement makes a difference, as there is the identification of the strengths of the company in the provision of their services.

Consumer Behavior

The behavior of the consumers is important in the determination of the strategies that a company should use in understanding their environment of operation and the need to purchase the products. The computer hardware and software are a necessity for the enterprise, and this implies that it is important to understand the motivation of the purchase decisions and the improvement of the campaigns that the company needs to make in communicating with the clients (Zou & Volz, 2010). In the case, there is a high demand for the business products, and this implies that is important to understand the behavior that the consumers exude. The target market has a strong need for technology products, and this means that they are constantly comparing the process and the quality of the software to those of the competitors.

The knowledge of the products and promotion helps in increasing the consumption levels of the clients, and this helps in the observation of their habits. The increase in the awareness of the operation of the products is an advantage to the company as the clients are aware of the benefits that they get from the purchase of the goods. The positioning statement is right for customers as they have a high affinity for high quality goods that have favorable prices (Noseworthy & Trudel, 2011). The slogan and the brand extension help in creating confidence among the clients that they can rely on the company for the provision of quality products. It ensures that the clients identify with the brand helping to make wise decisions when it comes to the purchasing of the products.

Company Mission and Introduction

“Our mission is to sell quality products that are efficient to achieve the objectives of the client while making the operation environment effective.”

Introduction

Gravity Technology is a partner to many businesses in the provision of technological solutions that helps in ensuring quality products in software and hardware are availed to the clients. The staffs in the company are experienced in the handling of the issues that arise in the management of the computer problems, and this means that there is quality in the provision of the services. The model that the company uses is proven to increase the satisfaction levels, and this helps in increasing the time in which the queries of the clients are solved. There is the assurance that the clients will get quality products and services at low prices. The company employs the best practices that help in solving any technological problems that might arise and helping in the development of applications that are favorable. The installation of the different programs and the repairs done is one of the focuses of the company, and it helps in the elimination of any complications that might affect the operations of the business.

The focus of the company is the creation of long-term relationships with the clients, and this helps in giving quality service and increases the levels of customer retention. The relationships are important in understanding the needs of the customers better and growing the level of service offered. It also helps in coming up with the solutions that are cost effective both for the customer and the business.

References

Heilman, C. M., Bowman, D., & Wright, G. P. (2000). The evolution of brand preferences and choice behaviors of consumers new to a market. Journal of Marketing Research, 37(2), 139-155. doi:10.1509/jmkr.37.2.139.18728

Iacobucci, D. (2014). MM4: Marketing Management (4th ed.). Mason, OH: South-Western Cengage Learning.

Noseworthy, T., & Trudel, R. (2011). Looks interesting, but what does it do?? Evaluation of incongruent product form depends on positioning. Journal of Marketing Research (JMR), 48(6), 1008-1019. doi:10.1509/jmr.10.0384

Rocks, S., Gilmore, A., & Carson, D. (2005). Developing strategic marketing through the use of marketing networks. Journal of Strategic Marketing, 13(2), 81-92. doi:10.1080/0965254050008293

Sheth, J. N. (2012). The reincarnation of relationship marketing. Marketing News,46(16), 11.

Zou, S., & Volz, Y. Z. (2010). An integrated theory of global advertising: An application of the GMS theory. International Journal of Advertising,29(1), 57-84. doi:10.2501/S0265048709201038