Got a tricky question? Receive an answer from students like you! Try us!

The critical analysis of case study: the effectiveness of the award winning campaign - "Travelocity" brand - Coursework Example

Only on StudentShare
High school
Coursework
Marketing
Pages 12 (3012 words)

Summary

The effectiveness of the award winning campaign - "Travelocity" brand Contents Introduction 3 Background 4 Issues Identified 5 Brand Salience 5 Share of Voice 6 Differentiation 6 Business Strategies 7 Audience analysis 7 Brand positioning 8 Media 9 Results 9 Conclusion 10 Reference list 12 Introduction Marketing communication is a vital part of any business or non-business organization and has been continuously playing a significant role in overall business of firm…

Extract of sample
The critical analysis of case study: the effectiveness of the award winning campaign - "Travelocity" brand

In fact, many critiques have argued that marketing communication is an essential function connecting the consumers with the company, influencing stakeholder’s activities such as information processing and overall building of the brand (Blythe, 2006). The need of marketing communication arises as a result of various changes in markets, consumers as well as corporations. Market side As a result of globalization there is continuous change in the market place and increase in international competition. Thus, designing and selling of products is becoming really difficult for companies as the level of differentiation is decreasing. Homogenization of products, brands and product proliferation have made it extremely crucial to initiate innovative ways of communication with the consumers (Mahyari, 2010). In terms of reaching special target segments, traditional media has been ineffective. ...
Download paper
Not exactly what you need?

Related Essays

Interpret and assess the mechanisms of an award winning marketing communication campaign
During this period from 1998 to 2004, Travelocity was having difficulty with establishing competitive differentiation and building a voice through integrated communications for competitive advantage. However, after 2004, Travelocity determined it was necessary to launch a new advertising campaign designed to give the company a better brand personality and establish brand recognition with profitable target market segments. After identifying competitive gaps in meeting the needs of the high volume 24-35 year old market, Travelocity finally established its competitive position in the travel…
11 pages (2761 words)
Marketing Case Study Analysis
In this regard, a deeper understanding of what the relevance is of “marketing myopia” is can be gauged. In the analysis of this case study, Levitt (1975) suggested that the reason behind the downfall of the so-called “growing industry” is generally because of their myopic thinking culture. With this short – sighted vision of what the future of business may possibly offer, firms do collapse. It is indeed necessary to think outside the box and have a bigger picture of what is likely to happen in the industry. Also, he proposed that in order for business to thrive continuously,…
11 pages (2761 words)
Case Study Analysis
es before advertising the position Change GovSource to a more efficient IT solution Restructure the recruitment process empower people to make some decisions without having to make consultations Introduction The following report identifies the following problems in the recruitment process. They include; untimely feedback from the interviewee’s referees, unreliable, Information Technology (IT) solution (GovSource), lengthy bureaucratic process, untimely feedback to interested applicants, limited empowerment of employees, pre-meditated prospective candidates by clients. These all contributes…
5 pages (1255 words)
Brand Development : Red Bull Case Study Analysis
The company is not against mixing. However, the marketing team is keen to sure that it creates a uniqueness that ensures increased revenues in the extensive market. Red Bull uses sports, pre-launching marketing and research, pricing and a strong reputation to maintain its market share. The brand is diversifying to new market products and segments. According to Red bull strategic and marketing team, successful branding must be associated with information and insights. Introduction Red bull energy drink was founded in the year 1985 by Dietrich Mateschiz. The Austrian founder happened to be a…
6 pages (1506 words)
Case Study Analysis
Global marketing refers to marketing activities by companies that emphasize on the following:- Standardization of marketing programs across different countries with respect to promotional mix, product offering, channel structure and price can increase opportunities for brands, transfer of products and other ideas across subsidiaries and help to address the emergence of global customers. Coordination across markets refers to reduction in cost inefficiencies and duplication of efforts among their regional and national subsidiaries. Global integration involves participation in major world markets…
7 pages (1757 words)
case study analysis
In this case, it is counter-productive for a company to internationalise a product without fundamentally seeking to acquire a large market segment of the local market. Despite these factors, a strategic analysis is crucial in the process of internationalising a product. To internationalise a product, an effective strategic analysis will involve the identification of the strengths that make the product a good option for new markets. Such strengths include the competitive advantage of the product over its competitors. Consequently, the competitive advantage determines whether the company will…
4 pages (1004 words)
Adidas
The paper will then focus on the SWOT analysis and highlight the strengths, weaknesses, opportunities and threats that face the company. In addition, the paper will go further to evaluate the implications of the SWOT analysis on the current marketing position, current business strategy and changes that should be implemented in order for Adidas to attain competitive edge in the global market. The paper will highlight how the company can use its strengths to exploit the market opportunities and turn the threats and weaknesses in to strengths. Finally, the paper will make recommendations on…
7 pages (1757 words)