Imagine you are creating a marketing plan for a company that will sell kites. as you consider the marketing program what types of strategy should you consider including in the plan. Propose one specific example of each type of strategy that you are considering and present your rationale for your strategy selections
When creating a marketing plan for a company that sells kites, it is important to consider various strategies to effectively reach the target audience and achieve business goals. Here are four types of strategies to consider, along with specific examples and rationales for each:
1. Product Differentiation Strategy:
This strategy focuses on highlighting the unique features or qualities of the product to differentiate it from competitors. For a kite company, the product differentiation strategy could involve creating kites with innovative designs or incorporating advanced materials to enhance performance and durability. By offering distinct features, the company can attract customers who value quality, uniqueness, and improved performance, giving them a competitive edge and reason to choose their kites over others.
2. Digital Marketing Strategy:
In the digital age, having a strong online presence is vital for success. A digital marketing strategy can involve multiple channels, such as social media, email marketing, and search engine optimization (SEO). For the kite company, they can utilize social media platforms like Instagram and Facebook to showcase vibrant images and videos of their kites in action. Additionally, they can employ targeted email marketing to reach out to kite enthusiasts, offering exclusive discounts or new product launches. SEO optimization can help the company rank higher in search engine results, making it easier for potential customers to find their website and products.
3. Event-Based Marketing Strategy:
Participating in or organizing kite-flying events and festivals can provide excellent promotional opportunities. The company can sponsor local kite festivals or host their own events, creating brand awareness and fostering a sense of community among kite enthusiasts. By engaging with customers directly at these events, they can build relationships, gather feedback, and generate word-of-mouth marketing. These events can also serve as platforms to promote new products, offer product demonstrations, and launch exclusive deals or limited-edition kites.
4. Influencer Marketing Strategy:
Influencer marketing involves partnering with social media influencers who have a significant following in the target market. For a kite company, collaborating with kite enthusiasts, professional kite flyers, or adventure sports influencers can be effective. They can create sponsored content showcasing the company's kites, offer honest reviews, and demonstrate their performance in various conditions. These influencers can help increase brand visibility, educate their followers about the benefits of using the company's kites, and ultimately drive sales.
Rationale:
By incorporating a product differentiation strategy, the company can position its kites as high-quality, unique, and performance-oriented, setting them apart from competitors and appealing to customers seeking innovative products. Utilizing digital marketing strategies enables the company to reach a wider audience, connect with potential customers, and build brand awareness in a cost-effective manner. Event-based marketing allows for direct engagement with customers, fostering relationships and providing opportunities to showcase products. Lastly, influencer marketing brings credibility, wider reach, and taps into the influence these individuals have over their followers, resulting in increased interest and potential sales.