HI-TEC

Report

Using promotion to position a brand

Submitted by: Muhammad Bilal Virk Student ID: B0532KKKK0811 Group: C, MBA1 Marketing Management

Words: 2174

Due Date: 3/12/2012

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1. Executive Summary
In preparing the supporting document for HI-TECs using the promotion to position a brand I have focused on how the effective ATL (above-the-line) promotion techniques for hi-tec are? By studying and analyzing the hi-tec these marketing strategies towards promotions and by considering their customers demands and responses I highlight some effective and valuable promotion methods for hi-tec which the company follows. I also describe how these promotion techniques or methods help the company to monitor the cost effectiveness of these promotional methods. I find out from the case study that hi-tec prefer the above-the-line promotions and in above-the-line promotions hitec giving their advertisement mostly on familiar mass media outlets but there are some other mass media sources available that could be more beneficial for the brand. I also figure out some best ways for the company to target different audience in the world in a different way of above-the-line promotions. Further on I have mentioned how the company relate its brand key elements, for example honest, hungry, proud and fun with the hi-tec products. I also mentioned that how these elements company uses to feature its unique selling proposition activity. In order to have a good understanding of the hi-tec using the promotions to position a brand I looked into the companys viral marketing campaign and find out how the company gets the worldwide popularity of its products or to introduce its products in all over the world.

2. Key areas of search and sources

Using promotion to position a brand, hi-tec implement and focus on above-theline methods to advertise its products and services in all over the world audience. As hi tec products are sold out in 100 countries of the world and grab a millions of customers, and it is 2nd in the world for sales. To sustain this rank and to aware their customers globally about the new product hi-tec uses mass media in abovethe-line methods or sources, e.g. tv, radio, cinema, internet, newspapers. This type of promotion can spread in huge audience but it could be difficult for the
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company to evaluate the impact of these promotional techniques. These promotional techniques help to inform the customers about new product or service as well as fulfill the action to take from their customers. Nowadays the customers research a product before going to the market therefore Hi-tec follows the AIDA model technique and wants the customer to go through the final stage of the model and take the action to purchase hi tec product or service.

Awareness: make familiar the audience with the new product and services and describe the key features of the product or technology used in. Interest: after watching the ads the audience will get interest in the product and will look deeply into the product feature. Desire: after creating the interest in their minds they will develop a desire to buy this product or they would like to prefer this particular product then the others in the market. Action: in last stage the hi-tec looking the customers to take action against their desires or to fulfill their desire they will buy the hi-tec product and profits goes to the company. Other then these promotion methods there are some other media outlets that can help the company to target the different audience in different ways. For
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example Hi tec can get attention from the times news paper readers by giving the ads on times news paper or persuade the youth customers by giving ads on youth channels. Following is the all media outlets which could help to prop up its products... Newspapers Magazines Cinema advertising Bus and bus stop advertising Radio

Hi-Tecs marketing promotions call attention to Unique Selling Propositions regarding its brand and its core values. These brand values focuses on the peoples actions to take in for purchase of hi-tec products e.g. hiking swimming running and for the leisure life styles. To get the fun objectives hi-tec above-the-line tricks include advertisement on television during the very excited moments in a program or during a very famous program running on the television, It can be achieved by banner advertisement on the social networking sites, during the marathon race advertisement billboards on the track. It is also essential for the hi-tec to monitor the number of visitors to a ad or how many people visit their website.

3. A summary of key theoretical positions

Actually above-the-line promotions or advertisement stand on the term pay for the promotion on mass media and thats why these promotion are very costly fo an organizations and small organizations could not afford these advertisements so being a large organization hi-tec can easily afford these ABL promotions as compare to the small organizations. Above-the-line promotions cover the large number of audience worldwide and almost in 100 countries as the video liquid mountaineering campaign that was become popular in all over the world and lot of people share this video on the social networking sites e.g. face book, twitter YouTube, and it take a huge profit for the hi-tec. Hi-tec above-the-line promotions are very good for the company to raise the business and to create the desire for
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their product in their customers and consumers minds, in result of these desire huge number of people take action to buy their product and prefer in the market to buy a product. As the cost of advertisements are very expenses and therefore hi-tec make sure before wasting on the advertisement that is it valuable? or these advertisements will return us our cost by motivating more audience towards hitec product? Because the tv ads in a very peak program or in a very excited live telecast match are much more expenses. And they keep in mind that they promotion should suite the advertisement moments, mean a promotion about a hi-tec running boots is suitable when live marathon race is running on the television not in a Brit Awards ceremony. Every brand has promotion methods and they are following them but for hi-tec they have to challenge these promotions but much more effectively then these promotions.

4. Indication of my individual key-conclusions & their findings related to topic set.

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Hi-tec focus only on the some promotional methods but I believe there are some other promotion methods available in above-the-line promotion which could be very useful and effective in promoting the hi-tec product in huge audience in the world for example hi-tec use television, billboards, press advertisement and banners for their above-the-line promotion, but there are some other mass media outlets that could be most effective I believe, these are.. Newspapers: by giving the advertisement on newspapers on Sunday addition could target different audience. Magazines: by giving advertisement or explaining their technology in weekly magazines addition will target the magazine reader audience. Bus and bus stops: by placing banners on bus stops and printing the ads on buses they could make much more popular their product in the audience and create more and more interest in the audience.

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Radio: giving adz or playing advertisement on the radio during the special programs which are much more popular in the public could affect different audience and persuade them to take the action to buy hi-tec product or to explore their product on the internet. Cinema advertizing: in the start of famous or best movies the advertisement could inspire the different audience regarding the hi-tec products and may be create more desire in the audience for leisure style shoe of hi-tec. I believe these above mass media for above-the-line promotions could be most effective if they include or patch these sources with their current media sources. And these sources could help the hi-tec to monitor their ATL promotion impact on market or in the selling rate.

5. The key critical observations and commentary

As we know the advertisements are very expenses and could be useful for an organization specially for a small organization the mass media ATL promotion could impact bad on the business therefore the hi-tec must goes from the marketing process and analyze the key points of success and against their expenses for the advertisement. And hi-tec makes sure that these money will be valuable for the business, and insist the audience to take action against the hi-tec products in the market. And they consider the marketing mix for analyzing marketing process, and evaluate the 4Ps product, price, place and promotions. Above-the-line promotions are very costly for a small organization but these promotions are quite good for the hi-tec company because it is a large and worldwide organization they are selling their products in almost 100 countries in the world. So I believe these promotions could bring more and more profit for the hi-tec and help the company to monitor the number of visitors to visit their product and how many people take action to purchase hi-tec products and services. There is also lot promotion methods available in marketing industry but hi-tec use to choose some effective methods which are very different and very useful for the hi-tec for example viral liquid mountaineering campaign which was become
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familiar in all over the world and 2.8 million people visit this video link and this campaign was carry on by their audience onward to their friends and fellows by sharing it on their social networking profiles. And these differential promotions create a very big impact on the hi-tec.

6. Identification of key-topic/issues/conclusions that I learned by undertaking the assignment.

By studying this case study and marketing management course I learn that one of the most important thing is to able to position a brand in consumers minds most effectively as compare to other competitors in the market. And the organization needs to evaluate all the key values of the products that consumer demands from the brand. Therefore hi-tec s four brand elements help the company to closely monitor their costumers demands and desires and then introduce a particular product that can fulfill all these customers demands as compare to other brand in the market. Hi-tec always follows their key elements that are proud, fun, hungry and honest. Hi-tec always associate these fact with their unique selling proposition mean the brand come with a product which fulfill the customer demands and this particular product will be innovative and new in the market. The liquid mountaineering video campaign play a very viral role for the hi-tec promotional campaign and this campaign was carry on by the customers through social networking sites and on YouTube, actually this particular campaign is known as viral marketing for the hi-tec. These kinds of viral marketing campaign help the hi-tec to boost the market globally and open the doors for huge number of customers throughout the world.

7. Executive summary about success or failure of my group-team activities & what my group learned individually and together.
The efforts of my group were to achieve the success therefore every member of my group contributes in the case study for learning and getting 100% marks in the

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presentation for the research of this particular case-study. And ss a group we learn how the organization or companies make different strategies to target huge number of audience in the world and make popular their products by campaigning special promotion advertisement, we also learn there are lot of promotional methods available but the organizations have to chose some best which they think are beneficial for them and help them to make effective for their product. We also learn that how the organization committed to their customers and how they differently in use promotional methods to aware their customers and then create desire in their mind to purchase that particular product. Following are some my individual learning Mass media is essential for Above-the-line promotions. Through above-the-line promotions company can reach to huge number of audience in the world. Above-the-line could be very expenses for a small company. These types of promotions are very useful for the company to inform and motivate about product. TV, radio, newspaper billboards and internet are very effective tools for ABL promotions. To achieve different market targets you have to adopt different methods regarding advertisement. Organizations have to monitor their promotions impact on the business but it could be difficult some times to evaluate the impact.

8. How my individual contribution impacted on the group presentation?

As my involvement in the group presentation was the area of above-the-line promotions impact or how the effective are these promotional methods for HiTec to market its products in the audience. And I had done my job by studying and researching the hi-tec above-the-line promotional activities towards their products. I also highlight some other above-the-line promotional activities for hitec which could be effective and valuable for the brand Hi-tec.

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References:

Essentials of Marketing Management, Geoff Lancaster and Lester Massingham, 2011 http://www.adaptistration.com/blog/2010/04/15/tafto-2010-contribution-marc-van-bree/ http://businesscasestudies.co.uk/hi-tec-sports/using-promotion-to-position-a-brand/introduction.html http://www.chrisrawlinson.com/2010/05/hi-tec-walking-on-water-viral-liquid-mountaineering/ http://www.thetimes100.co.uk/downloads/support/teachers_guide_pdfs/Teachers_Guide.pdf http://www.mplans.com/high_tech_consulting_marketing_plan/marketing_strategy_fc.php http://www.amsreview.org/articles/rosen06-1998.pdf http://www.hightechstrategies.com/10_reasons.html http://www.hi-tec.com/uk/#remember-uk http://businesscasestudies.co.uk/business-theory/marketing/marketing-techniques.html http://www.jstor.org/discover/10.2307/2950815?uid=3738032&uid=2129&uid=2&uid=70&uid=4&sid=4 7698714052707

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Appendixes:

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