Marketing communications campaigns need to be timed correctly

Résumé du document

Time is the central element of any presentation and it is important to commence it by defining its notion. Secondly, the aspect of time will be considered in the strategic marketing plan, new-product development and life-cycle strategies. After this, a few marketing communication campaigns will be examined and analyzed based on the above said strategies. The following strategies will be analyzed in particular. 1) Adidas campaign during the World Cup 98 in France. 2) Microsoft campaign for the Xbox. 3) The Volkswagen New Beetle

Extraits

[...] With the new conception of the Beetle, Volkswagen seems to want to give another birth to its star product! The concept of selling and promoting the New Beetle is the car myth. The Beetle was a very well recognised car during the whole 20th century (The myth of Volkswagen cars) and re-releasing the car just before the 21st century can be seen as willing to repeat the situation again: The New Beetle for the new century! Volkswagen's aim in manufacturing the New Beetle is to make people nostalgic. It's not just about the car. [...]

[...] For more information about promotion tools, see Appendix. In conclusion, I think that Adidas has matched all the points described previously. In other words: - They have met the need and the wants of football fans and the overall population. - They have gained a maximum impact thank to their French team sponsorship. - They have got a competitive advantage vis-à-vis Nike, thank to the victory of French team over Brazil. - They have widely improved their brand image. Indeed, after this competition, we could associate the company with the success and the star system. [...]

[...] In addition, this campaign gave the opportunity to challenge an important competitor: Nike. Indeed, this one sponsored the cup holders and the favourite team: Brazil. But Adidas has been more lucky or maybe more clever and succeeded to project its brand on the top of the competition thank to the success of its team. Also, Adidas was sufficiently clever to stop the campaign few days after the final in order to avoid diluting the excellent image that the company has got during this event. [...]

[...] Marketing communications campaigns need to be timed correctly Introduction Through this report, we are going to explain the importance of the time of marketing communications campaigns. To attain this goal, the report structure below will be adopted. Firstly, as time is the central element of the presentation it seems important to start by the definition of its notion. Secondly, the term of time is going to be treated through the strategic marketing plan, new-product development and life-cycle strategies. After this, some marketing communication campaigns will be examined and analysed thanks to the support of the previous theory. [...]

[...] So, events, which happen, are very important to launch a communication campaign. In this case, people who receive this picture were certainly shocked by it and the image of Travodiam will certainly suffer from this. Campaigns analysis: First analysis: Adidas during the World Cup 98 in France In this case, Adidas had bet on the victory of the French football team during the world cup in 1998 in France. Facts Adidas has bet their campaign on the success of France making several commercials and had also printed clothes and other equipment. [...]