Hessa Abdullah H00126871 CIB2003

Electronic medium in marketing

Electronic media has conquered the world exerting its influence in all walks
of life of people and there is an unprecedented growth and increase in the
use of electronic media for multi purposes especially in the realm of
marketing and promotion of the product or services through out the globe
with no boundary. It plays an important role even in the opinion formation of
the people related to all the matters of day to day life and different
transactions they do every day. The media controls the buying decision of
the potential customers to a great extent in the form ads given on the
electronic media like TV !adio and Internet. The company can"t improve the
market in this era of internet without using these media as all other
companies are making a tide of ads to attract the customers and ultimately
to have the desired result success of the business. The reasons behind
using the electronic media are the following.
REASONS BEHIND USING THE ELECTRONIC MEDIA
Cea!er and co"t e##ecti$e
#arketing can be done in a cheaper manner on Internet by creating viral
marketing through $ouTube or email . It does not need money to create and
implement this sort of promotion of the product like ours %&'!I()E
(I*TI%+,!$. It will give some result in the form of some potential
customers to buy the dictionary . The use of electronic media has been
found much effective through spreading the message of the product among
the customers with a nominal cost .
Ca!ture" more audience %it audio & $i"ual im!act
The media like T.V can display the product at one time to a large audience in
an absolutely effective manner because of the audio visual effect which will
of course make an indelible mark on the mind of the customers about
product so that the name of oxfridge dawns on the customers converting
the prospective customers into buying customers .%n other media the
same effect is made with less degree of impact as !adio does not have the
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Hessa Abdullah H00126871 CIB2003
visuals but internet can have same effect of impression only to a few
people .
To Stimulate and encourage
These media have the real power to evoke the basic interest of the
customers by giving vivid picture of the product with distinct features and
offers available. The impressive quality of electronic media is really
remarkable and its influence on the customers to give a kind of extrinsic
motivation for buying our product is also a significant factor behind using
electronic media in marketing .
To create mo"t de"ired re"ult
-y using the media it is possible to produce the desired result of the
business within the timeline as per the market plan. +o other means in the
world can be made use for the purpose of promoting the product among the
customers in a desirable manner . This is probable because the electronic
media can spread the name of your product on a war footing term.
'i$id and clear di"!la( o# te !roduct
+ow.a days any customer can take a concrete decision on the selection of
the company of a product because the product is clearly displayed on the
media like TV or internet with its all features and qualities . There fore
there is no chance of a mismatch in the value proposition of the proposed
product that the customer wants to buy . /e can 0ust 0udge or compare the
same product of different companies sitting in his private chamber before
going for the shop.
T1.2
#arket segmentation is an integral part of the marketing strategy that will
make the promotion of the product easier enabling the company to focus the
target market and customers in a befitting manner through the promotional
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Hessa Abdullah H00126871 CIB2003
tools like advertisement. The promotion of the product becomes effortless
because the market is divided in to smaller units based on demographic
geographic psychographic and behavioral variables. It will give a clear cut
picture about the customers their demand whereabouts of the prospective
customers.
Demogra!ic "egmentation
,ccording to the segmentation the factors like age. !ace gender
occupation education and income are considered while categori3ing the
market for the convenience of the marketing and promotion of the product.
*oncerning the 4%xfridge (ictionary" the local students aged 56 to 26 come
under our direct focus as they need the dictionary in their studies and also
in their communication. The main reason behind their purchasing is learning
English because the dictionary is prepared in the most suitable manner
primarily for the locals and generally for all the target people of the world
having both English to ,rabic and ,rabic to English .7rofessional inside the
country and outside teachers translators tourists professors students
of all countries and researchers through out world are our main focus
.8peakers and call center workers are the customers of the dictionary in
which they will find it easy to learn the language of their choice .
Geogra!ic "egmentation
In the first phase our prime area of focus is 9 , E itself but later planned
to extend the market to most of the nations in the world and to create a
market like the %xford dictionary has now among the world customers . In
9.,.E (ubai will be the head quarters and the other emirates will be also
under our immediate focus areas . ,ll the educational institutions and its
stakeholders in the country are the target market . (uring the next phase
India 8audi :atar 7akistan ;uwait -ahrain 8udan and Iran will be
added as the target market for our dictionary.
)"(cogra!ic "egmentation
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Hessa Abdullah H00126871 CIB2003
%xfridge dictionary is supposed to have a great acceptance among the
translation learning students and adults because it is evident from their
activities and interest shown towards acquiring the mastery over the target
languages . Expatriate students and teachers are eager to learn ,rabic
through using such bilingual dictionary while the emirate students and
teachers are curious to know more about the world language by using their
mother tongue . Tourists from out side are in search of an easier way to
learn ,rabic by enriching the vocabulary so that %xfridge is the best
solution before them .
Bea$ioral
7otential customers like those people in the educational field are always in
search of a good authentic bilingual dictionary like oxfridge which can
satisfy the need of learning the language . 8chool children need it much but
they don"t have the aim to purchase it at the given price . They are likely to
ask some discounts or expect some offer while translation learning students
and grown ups don"t bother about the price . The segmentation is on the
basis of user"s behavior pattern of use price sensitivity and brand loyalty .
Caracteri"tic" o# con"umer"
,nalysis of consumer"s characteristics in the target market is to be done
properly in order to get a clear idea for planning the marketing in line with
the observed behavior . There will be a big difference if the marketing is
done having collected evidence of the trend in the market and it will herald a
new era of success and glory for the company and its business. The
characteristics can be obtained by the company by doing the segmentations
based on the various variables mentioned above.
The consumers need a bilingual English ,rabic and ,rabic English
dictionary like oxfridge but they need a special discount on the purchase .
They hope offers on the dictionary once in a year or more than that . 8ome
customers are not willing to buy it from other book shops due to a slight
hike in the price . #ean while they visit our authori3ed outlet at (ubai to
get it at the net amount .
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Hessa Abdullah H00126871 CIB2003
They want light weight and portable type that can be carried with them even
while they are in traveling .#ore illustration and excellent design are much
liked while demand for laminated pages and thinner pages with clarity is on
increase. , group of high class and the literati need web support and a
special * ( on grammar and pronunciation free of cost along with the
dictionary . some of them are on the look out for a dictionary which has the
best collection vocabularies with additional information like world maps
grammar tips measurements etc. at an affordable price . ,ll the forms a
verb with maximum usages and explanation are desired by the customers in
the market .
CRITERIA *OR )OSITIONING
!egarding the company its glory lies in the positioning of our product and
how well it is done among all other ones of the same field . This is the
foremost area in a market plan on which the company needs to take its last
ounce of energy in order to get it positioned well . 7roduct positioning refers
to the image that a product produces in the mind of customers in comparison
with the competitor"s products and also in comparison to other products of
the same company . ,s the business future depends on the so called
positioning It has to be performed it in a perfect manner using some of the
important criteria . They are changeability differentiation communication
and reliability .
Di##erentiation
8ome kind of differential advantages that others can"t produce should be
made in our product %xfridge (ictionary to have the distinction and there
by the attraction of the prospective customers towards the company . <e
provide the dictionary with much difference from others as it is offered to
them a * ( on pronunciation and grammatical elements free of cost
proverbs or idioms on every page an electronic 7E+ that will pronounce
words 0ust you touch on the word discount on every purchase
unprecedented combination of ,rabic and English excellent design of the
(ictionary and resourcefulness of it .
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Hessa Abdullah H00126871 CIB2003
Cangea+ilit(
<e will keep up our product quality as offered without often changes in the
positioning of the product that will land the customers in trouble and the
value proposition is made according to the expectation of the customers .
<e suppose to publish the same one for a particular extend of time but at
times edition will be made to enrich the dictionary more with resources while
all other features will be in the same way . ,s on ads the same product only
will be given to them else the business may face failure .
Communication
The product and its features are to be described well to the target market
by which the prospective customers can have a vivid picture of the proposed
one for a better understanding and accordingly to buy the product . %ther
wise ambiguous definition of the product will possibly damage the name and
fame of the company for ever as the customers are wrongly impressed of
the company.
,s far as %xfridge is concerned every thing is clearly communicated to the
customers with clarity . we publish the dictionary with the combination of
both the ,rabic and English and a repertoire of wide range of new words in
both languages . It is user friendly having the page marking done with
correspondent letter of English and ,rabic in a colorful manner that can
catch the sight of even a careless one . *( and electronic 7en are a special
offer from the company .7ages are highly qualitative having lamination with
light weight .
Relia+ilit(
The company has to create a faith about the product and the company that
the product is sold out keeping up the promises made in the communication
to the customers . Else once delivered the dictionary without the features
offered the company can"t go ahead far . Therefore our plan is to publish
the dictionary with all the features so that we are likely to earn the trust of
the customers . Then our product positioning will be as expected .
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Hessa Abdullah H00126871 CIB2003
RE*ERENCES
#arketing strategy and competitive positioning /ooley
#arketing in 25
st
century -ruce (avid ;eillor
*onsumer behaviour and marketing action /enry ,ssael
#arket segmentation success 8ally (ibby =yndon simkin
Essentials of #arketing *harles =amb >oe /air carl #* (aniel
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