Social Network Marketing

 Part 1: Social Media.

A) Need for Social Network Marketing.

Social networks are an ultimate marketing and public relations choice tool for commercial endeavors. It allows companies to create close relationships with customers through efficient communication platforms. It is developing in a rapid manner creating new platforms for marketing daily. This enables organizations and marketers to gain familiarity with the platforms so as to reach consumers through them.

In the “Analysis of Social Networking Sites”, Jothi, Neelamaar, and Prasad discuss the role of the internet in marketing communication. The paper demonstrates the effectiveness of brand communication strategy in brand promotion and advertisement in social networking sites. The internet is a social networking tool with the advantage of credible fastness and immediacy. According to the paper, the internet facilitates specified communication coupled with an effective, interactive strategy among the users. Social networking is dynamic bringing in new forms with advantages over the conventional marketing tools such as the radio, print media, and television. The paper provides examples of Facebook, Orkut, and Twitter, which provide opportunities for marketing communication that is precise, interesting, social, personal, and interactive. In conclusion, social networking sites are the prime arena for highly targeted advertising and marketing.

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In the article, “Social Media”, Merrill, Latham, Santalesa, and Navetta describes the inevitable role of social network marketing balancing it with potential risks- operational, reputational, and legal. According to the authors, social networks provide the opportunity to interact anytime, anywhere, and with anyone; an opportunity that is too significant to ignore. Social networks altered the traditional system of magazines, newspapers and, television and radio broadcasts, in which consumers listened passively without an opportunity for immediate interaction. In addition, the exponential expansion of social networks provides organization the chance to participate in conversation with millions of users (customers) every day, globally. In relation to the risks, organizations are at a risk of acquiring spyware, malware, and viruses from social sites.

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B) Social Network Platforms.

Facebook, Twitter, YouTube, Flickr, and LinkedIn are the social platforms to which I have membership. In respect to Facebook, YouTube, MySpace, and Twitter, I am an active daily user. Flickr is a fascinating photo sharing site and so I am an active member using it at least once weakly. In relation to LinkedIn and MySpace, I am an occasional member using them once per month. I always click on advertisements that I find relevant and intriguing to me such as the university programs related to my study.

Part 2: Brand Product Lines and Mix.

A) Fanta.Width of Product Mix.

Fanta OrangeFanta BerryFanta AppleFanta Strawberry

Depth of

Product

Line Orange PeachBerry BlackcurrantApple KiwiStrawberry Milk

Orange TangerineBerry OrangeApple PeachStrawberry Cream

Orange VanillaBerry CherryApple VanillaStrawberry Pineapple

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In relation to competition, Fanta product items from the different product lines have competitors from other manufacturers of soft drinks with similar products extensions based on fruit ingredients (Coca Cola, 2012). For instance, Pepsi has product lines with products extension based on fruit flavors such as grape, orange, grapefruit, lime, peach, blackberry, apple, strawberry, vanilla, cherry, and other flavors that coca cola use.

B) Toyota.Width of Product Mix.

CorollaYarisHighlanderVenza

Depth of

Product

Line L3-Door LEPlusLE

LE5-Door LLimitedXLE

S5-Door LEHybridLimited

 Lamb, Hair & McDaniel, 2009.

The various Toyota products compete with the products manufactured by other automobile companies (Toyota, 2012).  The Toyota hybrids, plus, and other models of the Highlander products are close in similarity with other hybrid products in the market. Competition comes from Nissan Altima Hybrid, and Chevrolet Malibu Hybrid. However, because of safety ratings and fuel efficiency, Toyota hybrids rank higher than the competitor hybrids. In addition, other manufacturers have fewer models per product line than Toyota. For instance, Nissan automaker has only one hybrid model.

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Part 3: The Black Friday.

In the “Analysis of Consumer Behavior on Black Friday”, Simpson, Taylor, Kathleen, and Shaw (2011) observe and analyze the behavior and comments of the black Friday customer. The authors developed a tool for observation and noted the in- line customer behavior while awaiting the opening of the store. In addition, they noted individual behavior and store- entry behavior. According to the findings, the vast majority of the black Friday customers exhibited behavior defined by calmness, happiness, and courteousness while performing the shopping activities. However, there are a few cases of customers exhibiting negative behaviors that are a potential danger to the safety of the store, personnel, and shoppers. The paper discusses the implications of the black Friday experience for customers and retailers.

Stephanie Clifford (2011) describes the frenzy associated with the Black Friday giving a report of the retailer experience, in terms of the booming sales. The November revenue increased at retail stores. During the thanksgiving weekend, retailers used product discounts to lure customers to the stores. Customers flocked to the stores shopping even at night. The black Friday signals the start of the shopping season culminating in Christmas and New Year holidays.

A typical black Friday has the characteristics of long queues at stores, heavily crowded stores, confusion and chaos involving mass shopping, limited products with reduced prices, and lack of advertised sale products. Retailers enjoy tiny profits throughout the year and depend on holiday seasons for massive sales.

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Part 4: National Brands vs. Private Brands: Blind Taste Test.

Wyma (2012) discusses the findings of a consumer preference study with a focus on the choice between national and private brands. The choice of private brands by consumers reflects the differences in the categories of products. However, psychographic and demographic factors also influence the sale of national vs. private brand of food products. The research paper reveals that consumers choose between national and private brands based on influenced by demographic factors and product category. Education and language are also crucial in determining consumer choice. However, the study concluded that psychographic factors play an insignificant role in product brand choice.

Zhuang, Dimitri, and Jaenicke (2009) describe an investigation of organic milk purchases by customers. The study analyzed the purchasing behavior of national and private products, but with a focus on organic and nonorganic milk products. Results from the study suggest that education, income, having children at home, and other demographic factors influence the choice of organic milk in a positive way.

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 References

Clifford, S. (2011). “U.S. Retailers Meet Forecasts”. The New York Times, Business and Economy, December 1, 2011.

Coca Cola. (2012). “Product Descriptions”. Retrieved from http://www.virtualvender.coca-cola.com/ft/index.jsp

Jothi, P., Neelamaar, M. & Prasad, R. (2011) “Analysis of Social Networking Sites: A Study on effective Communication strategy in developing brand communication”. Journal of Media and Mass Communication Studies, 3(7): 234-242.

Lamb, C., Hair, J. & McDaniel, C. (2009). “Essentials of Marketing (7th ed.)” Belmont, CA: Cengage.

Merrill, T., Latham, K., Santalesa, R. & Navetta, D. (2011) “Social Media: The business benefits may be enormous, but can risks be mitigated?” ACE Limited.

Simpson, L., Taylor, L., Kathleen, O. & Shaw, K.  (2011) “An analysis of consumer behavior on black Friday”. American International Journal of Contemporary Research, 1(1): 1-4.

Toyota (2012). “Products”. Toyota.com.

Wyma, L. (2012). “Consumers Preferences for private and national brand food products”. International Journal of Consumer Studies, 36(4): 432-439.

Zhuang, Y., Dimitri, C. & Jaenicke, E. (2009) “Consumer Choice of Private Label or National Brand: the case of organic and inorganic milk” Milwaukee, WC: Agricultural and Applied Economics Association.