The different platforms have successfully delivered the objectives of the business and created credibility of the brand and helped developed committed database of clientele and niche market. Introduction Integrated marketing techniques have emerged as powerful way of processing communication and sending critical messages across wider database of users and customers (Kotler et al., 2007). The synergistic mix of promotional channels has increasingly become more effective and efficient way to market goods and products. Marketing communication therefore is being conceptualized as an approach to business, making it an integral part of business strategy and planning (Wilson and Gilligan, 2003). It is vital element of business as it helps to develop committed clientele whose changing preferences are met through customization of products and services that meet their requirements. Indeed, in the age of advancing technology, customers have become more informed and put greater pressure on the marketers. Looking at these various compulsions, Steve Madden footwear would use three different formats of media to market its products which are described as below. Part 1 Media choice 1: Broadcast advertising Broadcast advertising encompasses television and radio based advertising. Steve Madden is well-established footwear brand that needs to maintain its niche market position through unique advertising that can reach mass customer base to maintain its competitive edge in the industry. Television advertising at prime time would be used to target segmented demographic market. Television is powerful medium that influences consumer behavior through its visual and textual content that are able to connect with people’s ideas regarding the products and services. Its major objective would be to influence the buying behavior of the customers and motivate them to use their products. The secondary goals would be to maintain its visibility and create awareness regarding the robustness of the Steve Madden shoes that are preferred by the celebrities who endorse them on advertisements. The main advantage would be that it would create mass awareness of its new product lines and help people to evaluate and process the information as visual content tends to be remembered longer than print media. It exploits modelling theory that relies on observing the behaviour of others that often results in positive outcome (Schiffman & Kanuk, 2007). People identify with models and events and eventually get motivated to buy the product. The key disadvantage is the massive budget that could be difficult to maintain for long. Television advertising is expensive but as it is also the most effective platform of marketing goods, the decision would be beneficial for the company on a macro basis. The advertisement would use sports celebrity for showcasing its rough and tough product line in sports channel during rugby and baseball matches. It would use local channels and regional distribution channels as advertising platform. Entertainment channel at prime time on local television would target women and children. Advertisements on sports channel would target teenagers and young professional. The entertainment channel would focus on women and children and would use emotional appeal to influence their purchase behavior. The advertisements would be shown on break-time till matches last or the soap or entertainment program runs in the
Integrated Marketing plan for Steve Madden Footwear Abstract The synergistic mix of promotional channels has increasingly become more effective and efficient way to market goods and products. Marketing communication therefore is being conceptualized as an approach to business, making it an integral part of business strategy and planning…
In order to expand the possibilities and opportunities open to me, I wish to obtain recognition from the Energy Institute as a Chartered Engineer. This is essential in my role as a consultant and I wish to have employers assisted in their recognition of my qualifications and experience, so that I am able to expand my services to include varied and wide-ranging technical, and also commercial, leadership positions.
Since the development of this technology, there are a lot of benefits which the end user have enjoyed as its applicability is not limited to certain stages but is generally applied. iAM application is very useful and effective in executing eWallet when processing secure payments.
However, the company is under threat from various entrants in the market such as BCBG that competes along the same lines as Steve Madden making points of differentiation less visible. Also, competitors such as Nike represent an untapped segment for Steve Madden- that of athletic and sport wear.
Introduction Steve Madden is a well-known footwear brand that has a wide presence in the retail markets of Houston. The company has a strong physical presence in the retail footwear industry of Houston and also conducts business in the online mode to sell its footwear products.
The project outlined some of the communication objectives and communication campaigns that categorized audience in terms of demographic, geographic and psychological factors. Some of the selling ideas were analyzed and the key benefits for major selling ideas were revealed.
It also identifies critical challenges including economic, competition and communication. The paper discusses some of the communication objectives and campaigns that categorize target audience in terms of demographic, geographic and psychological factors.
The autonomy of professions has been under challenge because the market has tried to decrease it so to reduce their power and status. Also, trust has been replaced by target setting accountability as client-professional interactions have been limited in order for services and companies' profits to be increased.
Common wisdom -- in academic and popular circles alike -- asserts that managerial rationality represents the American industrial way, a natural extension of economic progress, and the inevitable outcome of universal business practices.
In the first place, how we think about ourselves and our political world from the outset exerts a pervasive influence over our political behavior.