Global Gadgets Import (GGI) Marketing Project
Introduction
Marketing is a process through which a company draws potential customers’ interest towards its goods and services. The process involves activities that include research, promotion, selling and distribution of goods and services. While in this process, the company will also try to determine the type of goods and services that interest the customers.The Global Gadgets Import company has in the past business year experienced a drop in the wholesale business revenue and a non-moving sales rate in its sales stores. This drop in business is attributed to the lack of marketing in the company. Therefore, the company has decided to start a marketing campaign to increase its sales volume. This report highlights the process of marketing that shall be involved in this effort of increasing sales volume.
Objectives of the Marketing campaign
Several goals have been identified as the target means that can be put to use in order to improve the sales quantities. These include expanding the product line/range so that clients can have a wide variety of choice. This will serve to increase the number of goods that GGI will offer to customers. This new line of goods will include house wares procured from GGI’s main supplier. Secondly, the marketing project aims at opening additional stores that will see an expanded network that can take the goods closer to many consumers and thus increase the sales volume for GGI. The project will also re-brand and repackage the GGI goods in to packages that will be interesting to customers. Finally, the projects main aim is to launch a major marketing campaign that will ensure there is a lot of brand awareness and in turn increase the sales volumes.The marketing project will use various concepts of marketing including the production concept, marketing concept and the sales concept depending on the marketing method in use.
However, there is a possibility of integrating the three concepts in the process. Under the production concept considerations will be made whether GGI is able to provide the goods that customers will need. GGI will also consider whether it can provide enough of the required goods. In the use of the sales concept considerations will made on whether the products can be sold and also whether enough can be charged for the products. Finally, the marketing concept will be used to consider the customers’ wants, the development of goods that fit the wants and also how customers can be kept satisfied (‘Marketing, 2007). The marketing process will involve the marketing concept of branding that will offer a new image to products with a new logo and reputation. Digital marketing will also be used as a concept. In this case several methods of advertising will be used including websites, blogs, social networks, micro-blogs aggregators. Public relations will also be used as a concept whereby, the interactions between customers and the company will be enhanced to create greater customer interest in the company. Advertising and promoting via digital marketing/direct mail and virtual media will also be used as marketing concepts. The promotion and campaign activities will serve to increase the products’ awareness amongst consumers (Scott, 2009).
Departmental effects of the marketing project
A number of departments will be either directly or indirectly affected by this marketing project. For example, the finance and accounting departments will be directly involved in funding and budgeting for the expenses of the whole marketing project. Another department that will be directly affected is the Information technology department. The digital marketing campaign involving the use of computer websites and blogs will be the responsibility of the Information technology department. The marketing and public relations departments will be involved in the development and implementation of the whole process of marketing as well as improving on the customer-company relations. The upper management of the company will also be involved in the process through the decision-making phase of the project. The project will support or increase activities in some departments. The sales department will realize an increase in the sales volumes due to the effect of marketing. The logistics and warehousing departments will experience an increased volume in storage and handling of extra inventory that will arise as a result of an increased product line and demand. The customer service will also have a large number of customer concerns because the number of customers will be bound to increase during the marketing campaign. The human resource department may in turn, have to hire more employees due to the increased number of activities and operations in the company. Customer relationship marketing is the perpetual effort to establish, develop, maintain and improve on new customer relationships (Scott, 2009). This effort is driven towards improving the company performance through creating customer loyalty that will ensure the company maintains its customer base. The process is one of the marketing tools and concept.
Customer relationship marketing involves giving a keen ear to customers and responding urgently to the problems by providing solutions that add a service value to the company’s sales.This marketing project should consider marketing to all customers-both new, potential customers and existing customers. This is because the existing customers will not be aware of the new products to be launched. Marketing to the existing customer base will also increase customer loyalty and satisfaction. The fact that the GGI products lack reputation due to lack of advertisement and branding necessitates marketing to the already existent customer base to introduce the new branding to the old customers. Marketing to existent clients is also important because these clients could further act as marketers on behalf of the company by sharing information on products with potential new customers (Scott, 2009). On the other hand, marketing to new customers is essential because GGI’s goods lack a high market reputation due to the absence of advertising and branding. Similarly, marketing will create a new client base by creating awareness on the GGI’s products. Thereafter, the continued marketing process on this new clientele will develop customer loyalty and create customer satisfaction. Therefore, advertising to only one group will not achieve the optimal effect of increasing the sales volume as desired by the GGI company. Consequently, GGI should market its products to new as well as existent customers for the sake of maintaining the old customers and acquiring new customers.
References
Scott, D.M. (2009). New Rules of Marketing and PR: How to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers. Hoboken, NJ: John Wiley & Sons Incorporation.
‘Marketing’. (2007). The Marketing Concept. Retrieved on 15th May 2010 from, http://www.netmba.com/marketing/concept/.
Is this your assignment or some part of it?
We can do it for you! Click to Order!
