Oliveira Marketing Communication

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QUESTION ONE

Marketing Communications

Marketing communication describes the process used by businesses to communicate messages and ideas to potential customers concerning the products that a particular brand offers, either direct or indirect, in order to encourage them to buy (Krizanova et al., 2019). In other terms, marketing communication refers to the various mediums that a business or corporation uses to covey information about its services and products to clients. For Oliveira, the marketer employs marketing communication techniques to raise brand awareness across potential customers, which implies that a brand image is formed in their brains, assisting them in making a purchase choice.

The marketing communications concepts are as follows:

Sales Promotion

Displays, exhibits and expositions, presentations, and different non-recurrent selling attempts not in the daily routine are examples of sales promotion activities that drive customer purchase and dealer efficiency. The ultimate customers, corporate customers, and intermediaries are targeted via sales promotion efforts that are impersonal and rarely repeated (Pluta-Olearnik, 2018). Oliveira uses these actions in conjunction with advertisements and personal selling. Free commodity samples, trading stamps, product displays, premiums, discounts, and trade exhibitions are all forms of sales promotions. Store displays are a significant sales marketing tool for several businesses, particularly food, toy, and garment manufacturers. Potential Oliveira customers are exposed to promotional messaging at the time and location of purchasing through displays. Such exposure is particularly meaningful for things purchased on the spur of the moment. Self-service retail outlets supply a wide range of consumer goods. Marketers of these kind of products require attractive displays to set their merchandise apart from their competitors.

Publicity

Publicity is a method of promotion that is comparable to advertisement in that it is voluntary, appears in the editorial section of the mainstream press, and is related to current occurrences. Media articles, also called press releases, pictures, and feature stories are the most popular types of publicity. Oliveira marketers have much minimal impact on the type of exposure their enterprises and commodities get than they do over the messages they send out through advertisement, personal sales, and product promotion. When an editor or broadcasting network programme director receives a press release, for example, they can opt to toss it in the trash, tweak the content, or print or air it in its original state. The mainstream press has complete control over how the news release is handled, and the marketing agent or agency has no say in how it is handled. Publicity can be both favourable and detrimental for Oliveira. Certain commodities and brands have gotten negative press; for instance, cigarettes, alcohol, and artificial sweeteners have mostly been labelled as harmful or unhealthy in the press, something they would prefer to avoid. Several corporate and commercial association executives try to cultivate positive working ties with the press in order to avoid negative exposure. They recognize that these public statements do have a negative influence on the firm’s brand.

The Target Audience for Oliveira

The section of the population that is most likely to engage in an organization or brand is referred to as a target audience. A target population is the collection of individuals who have been recognized as potential clients for a company. Age, sex, geography, education, and socioeconomic position are among the demographic characteristics shared by target consumers. As a corporation, determining the target population can aid in the creation of marketing techniques as well as the definition of core consumers. Defining a target audience enables for a focused and personal engagement to people most likely to acquire the firm’s service or commodity, rather than wasting funds and resources attempting to appeal to just about every customer.

The marketplace will be separated into portions based on time, sex, and income to determine prospective market segments. With the passage of time, different generations will emerge that choose to dress in jeans. Teenagers, toddlers, and the elderly all want to dress casual in today’s world, which can be readily targeted by designating a category. A further important factor for Oliveira to consider is gender and income, since new denim jeans brands can cater to both men and women, as well as different economic levels such as low, midrange, and high quality, by offering different brands. Since demographic parameters are often linked to client demands and aspirations, using demographics segmentation to identify possible groupings of customers is a good idea.

For Oliveira, a demographic section of 20 to 35-year-olds makes up the target audience. University students or recent graduates are typically the target market, both females and males. Consumer desires and talents fluctuate with age, therefore becoming older and going through different stages of life are important factors to consider when identifying segments. Because of their genetic make-up and socialization, males and females have distinct views and respond differently. Their buying habits vary, and taking this into account will make finding a new pant brand much easier. The previous basis of segmentation, income group, is also fairly significant and has been used for many decades. Each segment of users has a different level of income and purchasing power, and they shop correspondingly.

Value of segmenting customers

Oliveira can utilize segmentation to create good use of their marketing resources, get a competitive advantage over competitors, and, most significantly, display a deeper understanding of their consumers’ requirements and desires. It could also improve marketing effectiveness by disintegrating a vast client base into smaller, relatively manageable components, making it much easier to identify the target demographic and send advertisements to the most appropriate persons, utilizing the most appropriate channel (Nica, Gajanova, & Kicova, 2019). Consumers are segmented to identify emerging opportunities, because the act of dividing consumers into groups may reveal the existence of a new market segment, requiring businesses to adjust their marketing emphasis and approach accordingly.

A further benefit of customer segmentation for Oliveira is a stronger brand approach, because after one has determined the major motivating factors for prospective consumers, like style, cost, or practical demands, one can brand the products correctly. Customer segmentation improves distribution techniques. Knowing the time and particular place that customers shop can help to guide sales and distribution tactics, like what kind of things are supplied at specific locations. Consumer retention is yet another benefit of customer segmentation. Marketing companies can use segmentation to target groups that need special consideration, such as the ones who churn quickly and the ones with the greatest potential worth. It could also assist in the development of targeted strategies that attract the attention of the consumers and result in improved, high-value interactions with the businesses.

Behavioural Segmentation

Benefit Sought

Another essential criterion for segmenting the market for Oliveira is behavioural segmentation, that identifies possible groups of customers based on the benefits they want from a denim jeans brand. Customers might be targeted based on benefits such as style, approachability, convenience, design, and indie. Benefit sought fragmentation is an important strategy since it aids in identifying market prospects and also identifying the value propositions which could be desired by various groups of customers.

Usage Rate

The utilization rate is another crucial criterion for segmentation that Oliveira can apply, as each group of customers has a varied rate of consumption. The corporation can divide its customers into three categories: light, moderate, and heavy product consumers. In the denim sector, for example, heavy product consumers are teenagers, while medium and signal consumers are young adults and seniors. The corporation might generate a bigger revenue through the provision of unique schemes and offers to heavy consumers of jeans. The rate of consumption is the most appropriate basis of segmentation that the corporation can utilize to determine current revenue opportunities.

QUESTION TWO

Product positioning

Product positioning is a critical component of a successful marketing strategy. Product positioning refers to the process of forming an impression of a firm’s commodities in the minds of customers by emphasizing the most essential features that set it apart from competitors within the marketplace (Saqib, 2020). Product positioning entails establishing aspects of consistency and distinction that allow a corporate’s offering to fulfill industry standard while also providing extra value to customers on significant aspects like as quality, creativity, pricing, leadership, and usefulness, among several others.

For Oliveira, successful product positioning necessitates a thorough grasp of client requires in order to identify the appropriate communication strategies and ensure that critical messages are received by consumers. Product positioning begins with defining particular, niche market segments that a corporation can target, such as women aged 25 to 30, who operate in senior-level management roles, earn $X annually, are unmarried, and enjoy sports. The much more precise one can be, the greater. Aside from analyzing customer on the basis of demographic and psychographic characteristics, advertisers must also comprehend client demands, particularly in relation to the products and services offered, in order to accurately communicate value as a component of their marketing strategy.

When it comes to the positioning aspects of the marketing campaigns, Oliveira marketers must understand competition pressures. Depending on what the organization understands concerning the needs targeted audience, appropriate positioning communicates to customers why this firm’s commodity ought to be picked over other competing possibilities. Excellent marketing strategies explicitly demonstrate how and in what aspects the firm’s goods or services distinguish from those of rivals. To be a “me too” commodity offering and merely mimicking what rivals do has no significance. Advertisers should differentiate themselves from the competition in areas that are valuable to their target audiences. Product positioning aids marketing teams in determining how their goods differentiate from those available to customers. However, knowing this internally is not enough; marketing teams must also convey it to their target audiences. They need to select channels of communication that are tailored to engage with their specified targeted customers at periods when they are particularly open to these communications in order to make this work. 

The Key Benefit Claim (KBC) highlights whatever makes a service or commodity stand out from or outperforms rivals in the marketplace (Althuizen, 2017). The firm’s marketing messages ought to be focused on this “distinctive selling proposition” or “trademark-differentiating proposition.” The KBC of Padrão Estilizado will be “I’m lovin’ it.”

Hedonic or utilitarian appeal

Particular buying motivations, generally classified as utilitarian and hedonic, influence buying habits. Task-oriented, rational, and cognitive purchasing motives are utilitarian in nature; it all relies on if the specific consuming demand that prompted the purchasing excursion was met (Amatulli, Angelis, & Donato, 2020). Hedonic shopping motivations, on the other hand, could be described as aspects of behaviour that pertain to the multiple sensory, fantastical, and evocative elements of consumption, and are thus influenced by the enjoyment relating to commodity consumption, with the criteria for success being primarily aesthetic in nature. Padrão Estilizado will benefit from hedonic attraction the most. When contrasted to utilitarian communication appeals, hedonic message appeals may result in increased customer perception of item and, as a result, higher sentiments about the product.

The fact that hedonic advantages often inspire positive feelings like cheerfulness and excitement provides the explanation for the projected beneficial influence of hedonic communication appeals on customer responses. Customers usually correlate hedonic item advantages with the achievement of promotional objectives, which are those objectives an individual prefers to reach, like “appearing cool” or “being prominent,” according to the regulatory focus theory. As a result, when hedonic product advantages are conveyed, customers perceive a higher likelihood of having a happy experience when using the commodity. Purchasing a commodity with hedonic advantages boosts expected sensations of enjoyment, which, if realised during the consumption process, can evolve into feelings of pleasure, according to the description of hedonic message appeals like those producing gratification and feelings.

Generally speaking, hedonic message appeals prompt high-arousal positive feelings connected with the ideas of ambition, accomplishment, and advancement, as opposed to utilitarian message appeals which stimulate low-arousal positive feelings (like self-belief) linked with the ideas of security, reducing stress, and prevention. Hedonic message appeals evoke a heightened perception of a commodities’ coolness and, as a result, a boost in customers’ attitude toward Padro Estilizado, because such feelings are typical major drivers of customers’ desire to buy cool commodities.

Ethical dilemmas

Ethics is a set of moral ideas that influence how individuals and corporations make decisions. Marketing ethics refers to intentional application of fairness norms, or moral rights and wrongs, to marketing decision-making, conduct, and practice in the company (Lemanski, 2018). In a market system, a company is supposed to behave in its own best interests. The goal of marketing is to give you a competitive edge. When a company outperforms its rivals in terms of meeting the customer experience needs of its target audience, it gains a competitive advantage. Those businesses who gain a competitive edge are capable of meeting the requirements of both their consumers and themselves Organisations are often put under pressure by either the public or state to take greater accountability for their actions as a result of ethical violations. Several folks think that dubious corporate activities prevail because violations actually happen. As a consequence, consumer advocacy groups, professional organizations, and self-regulatory organizations all have a significant impact on marketing (Shabbir et al., 2019). As a result of requests for civic responsibility, marketing tactics have been exposed to a slew of federal and state rules aimed at either protecting rights of consumers or stimulating trade. The following methods for resolving an ethical problem were discovered. Getting to the bottom of the paradox. The situation needs to be thoroughly examined (Ahmed & Mateen Khan, 2017). The presence of the problem can be rationally disproved in some instances. In the case of an ethical dilemma, the corporation may utilize a value theory approach. Choose the option that provides the collective good or avoids the bigger ill. Seeking alternate solutions is yet another option. In some circumstances, the issue can be re-examined, and new answers can emerge.

OPTIONAL QUESTION: QUESTION ONE

Role of endorsers in IMC campaigns

Since celebrities have an inherent widespread appeal, they improve product appeals. Stars are legendary, and individuals form bonds with them based on their individual preferences and inclinations. This answers why the Spice Girls were used to promote Pepsi in the 1990s. Whenever superstars have widespread appeal, they influence consumer sentiments, allowing them to get a favourable view of the commodity while dismissing rivals (Gauns et al., 2017). Charismatic superstars are likely to have a large fan following, allowing them to market their endorsers’ services. and commodities.  Charisma additionally involves the capacity to convey humour, which makes comedian superstars the greatest in marketing movies, music, and communication-related corporate items. Nevertheless, if funny endorsers are really not serious, their affiliation with professionals will suffer. An individual who promotes a product influences the reactions that the same service or product will get from the audience, which is a part of brand personality. Stars have credibility since individuals believe them whenever they see them perform, walk the red carpet, or play. Individuals are more likely to embrace a celebrity’s views, particularly if they have altruistic motivations when engaging in these kinds of ventures (Hani, Marwan, & Andre, 2018). Celebrities guarantee high recall by continually reinforcing the point towards target audience through their looks and attitudes. There is no doubt that if a celebrity amazes them, the audience will pay close attention to them. Inevitably, this draws customers to a brand as they will correlate the charms with the company’s advantages. Individuals interpret concepts uniquely, but when they associate with a charismatic personality, they are more inclined to adjust their purchasing selections to mirror the celebrity’s decisions. Folks believe that affiliation with celebrities improves the quality of the items and the benefits derived from the distinctive value proposition.

Types of endorsers

One of the types of endorsers is celebrity endorsement. A celebrity endorsement is when a public figure expresses their personal support and viewpoint for a firm or commodity. Another type of endorser are influencers. Whenever an influencer endorses a commodity or service, this is known as influencer endorsement. An influencer is a person who has a significant audience on the web as well as in the public spotlight and is well-known. Several influencers use social media because the platforms allow them to publish content and interact one on one with the audiences.

The other type of endorser are the athletes. Sportsmen can efficiently promote things by engaging to members of the audience who are their fans as individuals or sports teams. Athletes are individuals who make a living by participating in sports, and there exist many varieties of athletes who can participate in sponsorships. An athlete may promote a vitamin or piece of technology that they are using in their own workouts, or they may recommend a corporation that compensates them to serve as a spokesman.

Trade organizations are another type of endorsers. Whenever a trade organization endorses a commodity, it is known as a trade organization endorsement. Such promotions are frequently expressed as phrases or emblems on an item’s package that indicate the trade association and its support. Trade organization endorsements are common in businesses that sell items to a large number of people, as a trade organization can recommend a commodity on the basis of its safety, usefulness, and other factors.

Major issues regarding the selection of an endorser

Among the major issues in association with the selection of an endorser are inclusive of the target market, standing out from the rivals, the potential risk, and the brands identity (Mettenheim, & Wiedmann, 2021). Oliveira should include endorser for both of the new products. This is because an abundance of research has proven that the use of endorsers is effective in the product promotion strategies, particularly new products in the market.

Categories of nano, micro, macro and mega influencers

Mega-Influencers-This category of influencers is highly prominent on social networking sites as a result of their celebrity status, with over one million followers. They are quite active on social media channels wherein their target demographic hangs out, and they get a lot of interaction.

Macro-Influencers- Celebrities, television personalities, sportsmen, and public intellectuals who have a relatively smaller audience than that of the mega category range between 500,000 to 1 million followers.  Because they may use their celebrity to garner social media followers, brands should expect to pay a premium—though not as much as the mega-influencers.

Micro-Influencers -Despite the fact that micro-influencers have a significantly smaller audience than mega-influencers, corporations believe this category to be far more efficient with regards to trust and engagement. This is basically because micro-influencers have a close relationship with their audience and are more niche-focused.

Nano-Influencers-Nano-influencers, having lowest number of followers, provide marketers with a limited reach and, most likely, a smaller one. Whatever businesses miss in outreach, they make up for in levels of engagement. The engagement levels of nano-influencers are the greatest of any influencer kind.

The mega influencers are the best categories for Padrão Estilizado and Estilo Sustentável due to the wider outreach and the fact that the two are new products.

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